Conversion Maxxing: Find NOW buyers.

Okay, welcome back, welcome back. Let's continue lead conversion maxing. And you know, I, where I'm having, I've been thinking about this today, about what I would share because there's so much more to share about lead conversion. And I want to stay true to the context of what I was thinking in November 1998 or 1997 here. And I noticed that one of the things I was talking about was, was email, about how we could use email to follow up. Because what we were doing back then, it just made all the sense in the world to follow up with people by mail because that's what we were doing.

We were running ads, we were getting people to call and, and listen to a recorded message and then to leave their name and their phone number and their mailing address so that we could mail them a physical guide or a report. So we had their, their mailing address and it was normal to send mail to people. And now we've gotten really soft. I think it's, it's, you know, it's so easy and the norm to just rely on sending people email. And I have really thought through the process of how to maximize your lead conversions. Even before maxing was was a word, that was what I was, that's what I was doing in this page of the journal.

And what I can see the seed of in what I was talking about on, on page 168 in journal number eight was this realization that people sometimes take a different amount of time than, than other people and it's okay. And what I've come to see now is that there's really only two time frames in lead conversion. It's either now or not now. And the only time that we can actually help somebody is now. And that's a, you know, it's a pretty profound thing when you really understand it that everything that we're doing, the only thing we're doing is trying to find out if, if it is now.

And we want to do that with the percentage of people when we're generating leads right away, it's great if people are now we just know that the majority, 97% of people are not in market right now, but 3% are. And so our goal, what we talked about yesterday, our goal is to, to find the people, the five star prospects who are ready right now. We just. And the thing to, the thing that I would stress on this is that we're not turning people into five star prospects. We're not convincing them to be five star prospects. We are discovering them as five star Prospects, that's the reality here.

So it's not. Nothing you're doing is going to turn somebody into a five star prospect. Everything we're doing is meant to discover the ones that are five star prospects. Now if we are leaning on this idea that that's what we're trying to do, we're trying to identify the people who are ready right now and if they're not ready right now, we can continue to educate and motivate them by sending them all the things that would be super valuable for them. I mean, in this situation, because it was real estate, we could send them updates of all the new homes that came on the market or all the homes that have sold like theirs in the market.

But the most important thing is to understand the what is going to be the next step for them? What would be something that we could offer them that would be the lead domino, or I always called talk about it thinking like a chess master. What would be the one step that they could take that would lead to the next things? And I'll give you an insight on how we do this in on the real estate side, if we're, we're running our book on how to sell your house for top dollar fast, we know that at some point in the next six to 24 months those people are going to be ready to sell their house.

But it's better to think what is it that they would want that would get them to raise their hand to move in that direction. So this requires thinking about your prospects and anticipating what it is that they would be naturally seeking to do next. So if you're going to sell your house, there's typically three things that you would be motivated by and different people are motivated by different things. You might be the kind of person who all you really want to know is the price. You want to make sure how much am I going to get for my house? How much is it worth? And that's an important number if you're going to be selling, especially if you're going to be buying another home, because that's going to be the linchpin that all the math is going to depend on, right?

When you know how much you're going to get, you can see how much you're going to need for the next house you want to buy and understand how that affordability works or whether those numbers work for you. Once you deduct whatever you mortgage and your expenses to sell the house are. So money is one thing, another thing. There might be other people who are, they've Been living in the house for a long time and they may be thinking, what do I need to do to get the house ready? I can't possibly put it on the market yet. I've got to make all these repairs. We got to get the carpets cleaned, we got to clean up all the junk.

All of those things make some people fret and they don't know what to do. Another person might be, well, maybe they could sell. Now if somebody gave them their, their price, if somebody made them an offer, they could speed up their plans, but they're not ready to put the house on the market. Now, those three things all came from spending time in thinking, in thought, kind of anticipating and playing out, what is my prospect going to want next? So when we look at those things, and I talked yesterday about this idea of instead of saying, hey, if there's anything that we can do for you, please feel free to call us.

That's not what people actually react to. We go out of our way to avoid imposing on people. So I mentioned what would be the cookies that we could offer them. How could we, how could we bake some cookies for them and come out and say, would you like a chocolate chip cookie here? So we take those three big desires and we wrap them in a thing that feels like it's specifically made for them and that we're not going out of our way. So when we say, here's your book, and then whenever you're ready, and those are important words, whenever you're ready. I'm not trying to impose my timeline on people and neither should you.

I'm just saying whenever you're ready. Here's three ways we could help you. Number one is we have a pinpoint price analysis where we can show you exactly what your home would sell for compared to all the other homes on the market. Now, naming something is a big advantage for you. If you name something, it sounds like it already exists. The second thing that we have is a room by room review and booklet with a checklist to take you from the curb to the closet and point out all the things that you could and should do when you're preparing your house for sale. The things that are not really worth it.

And then the third thing, third way we can help them, is we may be able to sell your house in as little as 24 hours without even putting it on the market with our silent market. Now, all three of those things are wrapped as cookies that help people without them having to impose on us. We're already offering it. Here's something that we have for you. So, but here's the. Here's the engineering of this. Here's where thinking like a chess master comes in. I know that what I want is if I'm a agent and I want to help somebody sell their home, I want to be in what I call the listing position.

I want to be in the kitchen in the house with somebody who's thinking about putting their house on the market. So all. All of those three cookies are designed with that in mind. I'm just trying to start a conversation so that we can end up in that listing position. So when somebody calls and says, I'd like to get a pinpoint price analysis. Perfect. Let me pop by. We'll take a look at your house. I'll bring all the information of all the homes that have sold, and we can look at it and choose a pinpoint price for you. I'd like to get a room by room review.

Perfect. Let me pop by. You could show me all through the house. I'll bring the checklist and the booklet, and we can go through and point out all the things that would be the highest return and help you get the most money when you do sell. Or have you got a buyer for my house? What's this silent market? I may Let me pop by would show me the house. We may be working with somebody who this would be the perfect match for. We're constantly finding people who are looking for homes like yours. Now, all three of those are getting into that listing position but not doing it in a way of making that the focus.

It's not saying, hey, invite me over. We're saying, would you like a cookie? Would you like a pinpoint price analysis? Would you like a room by room review? Would you like to find out about our silent market? So I would recommend that you do that same thing for you. What would be the next step for somebody with your situation? We've done things like this, worked with an outdoor lighting company. So we'll run a catalog to outdoor lighting. Catalog gets people to respond. Then when they've got the catalog, the next cookie is, would you like to see what your house would look like lit up? And we can take a regular picture of their house and with this special software, make it no matter what the picture's taken in the daytime.

It can put a filter over the picture and then simulate what it would look like with these lights. And people get excited about that. And then we can offer to put the lights up as a demo to show them. No cost to them. No, they don't have to buy anything, but we'll put up the lights for them. And of course, when they see their house lit up, that's all it takes. They're just. They love what's happening there. So if you think about whatever it is that you're doing, what would the natural next step for somebody be that isn't, hey, buy my stuff or, or sign this contract or do whatever it is, Just think about getting in the position where that step could happen next.

What is the equivalent for you of the listing position? Thinking like a chess master is the way to lead, Max.