KGCI: Real Estate on Air - How to Get Listings without Cold Calling

Episode Date: July 31, 2024

Welcome to the Success with Listings podcast, where we help you get success in the real estate game, the easy way. Now you can get off the roller coaster of Feast and Famine and out of the rat race of competing with every other agent in town. Hi, I'm Nollie Williams. I took over a thousand listings during my first 10 years from the real estate game, and in this podcast, I show you how to have success with listings. Let's go. Hey there, Nolly Williams, author of Success with Listings. I call it the Listings Bible on how to get you. get all the listing leads that you want. And here's a deal. People are asking me all the time,

Nollie, where are we going to get these listing leads? Man, I want listing leads. How are we going to get them? How am I going to get them? Well, if you want more listing leads, this video is for you. I'm going to show you how to get all the listing leads that you ever need by following the three buckets. You know, I get so many questions about lead generation. And you guys already know I wrote the book, success with listings. I wrote what I consider to be the Bible on taking listings. So, and I've got five chapters in here all about lead generation. But I realize that a lot of you guys, or a lot of people just don't like to read, right? You want to watch a video. So I put this video together because one of the questions I get all the time is, how do I get listing leads?

Okay, how do I get listing leads? And so that's going to be the topic of our talk. today. That's going to be the topic of our time today. Listing leads. Where the heck do I get them? And the thing is it's like look Nolly, I know I need them. Where do I get them? Right? So that's what I'm going to be talking to you about today. I got to tell you yesterday I had just gotten back to the office and I had a coaching call with one of my students. He had done an interview with a with a team and so So the team had told him that basically he was going to be on the phones every single day from about 9 o'clock to 11 every single day. And he was going to be calling cold call, cold calling, you know, just going through the phone book, calling random leads and trying to generate leads that way.

And so what the team member had told him, the team leader mentioned to him that he had to make about 150 calls. in order to get one conversion. Okay, so it's about 150 to one, and that's about what their team was running. They got a bunch of people on the phones and the auto dialers making those calls, banging them out, hitting them. And this is the kind of results that they're getting 150 to 1. Well, I got to tell you, you know, I took over a thousand listings during my first 10 years in the business, and I never once made a code call. Okay, I never did any code calling. Now, I'm not hating. I'm not tripping. I'm not, you know, talking bad about those of y'all that like to do code call. More power to you. Handler, your business, huh?

But I never had to do it. Took over 1,000 listings in 10 years, over 100 listings a year, ranked number 7 in the city of Austin out of almost 10,000 agents. My production was 7th out of 10,000. And I never made a single code call. How is that possible? Well, it's possible because co-call, is something that you can do if you choose to, but you don't have to do it. I certainly didn't.

And I'm going to show you how I did it. It's not really a mystery. It's something that's, and I call it a secret. People say, well, there's no secrets in this business. Well, there obviously are some secrets because there's a lot of people struggling and they shouldn't be. You know, I'm here to help you put food on the table for your family. Now, what I call it is this 150 calls to one, not necessarily. Siri if you work what I call the three lead buckets okay the three lead buckets and so what I want to share with you today I want to share with you what those three lead buckets are because if you're not rocking these three lead buckets you don't really have a listing business okay and we're of course I'm showing you how to get more real estate but what I'm really focused on is this right

here baby listings huh people think listings are real hard to get and the truth is they're not hard to get they're there and and they're they're they're a godsend they're they're exactly what you want more listings so here are the three buckets number one it's going to be your sphere of influence okay that's your sphere of influence number two it's going to be your farm and number three is going to be be what? Your niche. Some people say you got a niche to get rich, right? So these are the three buckets where all the listing leads that you ever need are going to come from. And I got to tell you, that is good news. It's good news because you don't have to go running high, low, and chasing your head around or running around circles to try to get listings. Listings are not as difficult

as you're making them out to be to get. Okay. And so how do you how do you okay now that we get it? How do we do it? Okay. So number one is going to be your sphere of influence. Okay, that's going to be your your lead bucket number one. Why is that lead bucket number one? Well, because according to National Association of Realtors, okay, great source for statistics, good information, 70% of your paycheck is going to come from that bucket. Okay, 70%. So just think about that for a moment. If you're going to make $100,000 this year in real estate,

$70,000 of that $100,000 is going to come from this one group of people. Okay? that's seven out of ten dollars that you earn comes from this group alone okay now when you work when you're doing stuff like code calling when you're when you're calling 150 people to get one potential lead I mean yeah it works I'm not not I'm not saying cold calling hey don't don't start hating on me now I'm not saying that cold calling doesn't work I'm just trying to say that for me I'm billed out at $500 an hour So if I'm going to have to make 150 calls to get one conversion, that is not a good use of my time.

Okay. Now, if I'm calling my sphere of influence, people that already love me, they already know me, they've already done business with me in the past, or they know of me. If you're new in the business, they know of you, then that is a better use of your time, right? Now, I still want you on the phones, or I still want you doing your lead generation every single day from 9 to 11. We're not going to get away from that. Every single day you should be doing your lead generation from 9 o'clock to 11 or 12, 2 to 3 hours a day.

But what are you focused on? Seven out of $10 is coming from this bucket. Shouldn't you be spending 70% of your time on this group of people? I mean, doesn't it make sense, right? Instead of just trying to spend all your time marketing to strangers, doesn't make sense, does it? So what we do at the Nali team, we have a multi-tiered approach when it comes to marketing to our sphere of influence. We do a couple of things.

The first thing we do is we send out a monthly newsletter. So a monthly newsletter, you're going to do that. That's 12 times a year. I like to send out a postcard. Okay, I like to send a postcard about four times a year. and then I like to hit them with a phone call about twice a year, okay, two times a year. Now if you look at this, you'll notice that this is an 18, 18 touches, okay? 18 touches. So you're touching these people 18 times a year. I guarantee you that's about 173 weeks.

They're never going to forget who you are, okay? And that's all it takes. Now, as far as making your phone calls twice a year, I recommend that you do that only to your top 200 people. Okay. And so that equates down to about one phone call a day. Okay. And if you're like me, you like to take nights and weekends off, you're making about two phone calls a day Monday through Friday. Okay, fair enough. That's all I want you to do.

And from this right here, if you're using the right scripts, okay, and you've got the right postcard mailing pieces going out, if you're doing that the way it should be done, you're going to generate from your sphere of influence 70% of your business, 70% of your business. So that's the first bucket. Now let's move to the second bucket. That's your farm, okay? Your farm. Now keep in mind, though, that the other two buckets that we're going to talk about today,

this is going to account for 30% of your business. Okay. So again, SOI, you really got to get that, you really got to get that rocket. I mean, I got to put hats off to Brian Buffini because he, he understood this, you know, years and years ago. And there are agents out there that use the Buffini system that that's all they do is their sphere of influence. They don't even worry about this other stuff. But I'm going to show you a couple of other buckets that you should be tapping into. Now, by the way, if you're a brand new agent and you don't. have a database yet you can quickly get one up and running or get one started

just download all your Facebook contacts download all your LinkedIn contacts and just from those two buckets you should have enough you know people to get started okay and if you don't have social media then you know shame on you but if you don't have that going then just sit down and write down 200 your assignment is to get a list of 200 people that you know if I asked them if they know who you are they would say yes I know that person I don't care who they are you know people you go to church with your dentist your doctor your physician that your your teachers from school people that you used to

be employed with it doesn't matter anybody that could say that they know you they don't have to live in your city get your list of 200 people together and do that right away if you don't already have it so if you don't have a database get one together that's the first job number one number two is going to be to market to them the right way, okay, with these tools that we just talked about. Now, your farm, when you're talking about going after a farm, that business might take a little while, but don't you wish you would have started your farm three years ago, four years ago, maybe five years ago? If you had done that, you'd already be getting dozens of listings from your farm.

So why not go ahead and start today? You can start today, so why not do it? No excuse, right? So a farm should be at least 500 or more houses. The farm should be nearby and it should be within a price range, okay, of what's acceptable to you. Okay. And then the fourth rule to a farm is that it should have at least a 7% turnover. Okay, 7% turnover.

Now what I mean by that, again, the farm should be nearby. Okay. It should have, it should be 500 plus homes. it should have a 7% turnover. Okay. And also the last criteria is that from a dollar standpoint, the price of those homes in that farm should be commensurate with what you're looking to list, right?

So you're going to go after a farm, obviously, that, you know, like I tell people all the time, it costs the same amount of money to farm to the hood as to the good. So why wouldn't you spend your money marketing to areas where you want to live, if you're not already living there now? But again, it should be nearby. So put your farm together and for your farm, the key to a great farm or marketing to a great farm is what we call an I-O-V, an item of value. So when you go out to that farm and you're doing your open houses in that farm and doing all the stuff that you do in that farm, you should have a dynamic item of value. value and that that could be like a calendar events maybe a sports events the

calendar of events I really like because that's like the jazz festival the wine festival all the different things that are going on in your town you're letting them know when those things are happening okay so and then any anything when you think about an item of value just think about something that they won't easily throw away a vendor service directory of the best trade vendors that you've worked with is another great resource okay when you're open housing in that farm, make sure that every open house that you do is an event. And the other thing I want you to do is I want you to be, I want you to be out there with your, with your iPhone, taking video. Go to all

the local restaurants, the local dentist, the chiropractor, the doctor's offices, and local sports bars, pizzerias, you name it. I want you to be out of those places and just making quick videos, five, six, seven minute videos. Hey guys, it's Nolly Williams. I'm I'm out of Dave's Buffalo Wild Wings, and we're here at Dave. I got Dave in the house. Hey, Dave, tell us why your wings are so special. You know, you're interviewing restaurant owners. You're interviewing a donut shop.

You're interviewing people in your community that, you know, your farm should know about. And you're becoming the man about town or the woman about town, letting everybody know that, hey, I know what's going on. I'm the king of this farm, right? When you think about going after your farm, you want to think about it from the standpoint as if you were running for mayor. You're running for mayor of that farm area. Now, the third area where you're going to get all the listing leads that you need is going to be your niche. Like they say, you've got a niche to get rich.

And a niche, basically, when you think about it, just take a footnote from the medical industry. in the medical profession, a specialist earns about $153,000 more per year than a general practitioner. Okay. Yet, they, they work 30% less. Okay, so a general physician has 30% more visits, and they're twice as likely to work nights and weekends. Okay. And they're doing it for $153,000 average less per year. So when you become a generous, a generalist, when you go out and say, hey, I sell real estate or I do everything, I do farm, ranch, I do lots, I do houses, I do this, I do that.

What you're really doing is you're saying I'm a jack of nothing, you know, jack of all trades, master of none. Now, when you start creating yourself, you know, from a niche standpoint, then you start to get noticed because people say, man, this person, they're a divorce specialist or a probate specialist, or maybe they specialize in expired listings, okay, could be for sale by owners, first-time home sellers, golf course communities, homes on one or more acre, it doesn't matter. Whatever your specialty is, you should be rocking your special. It could, again, it could be divorce, it could be probate. The niches go on and on and on.

Again, I write all about this in my book, Success with Listings. It's not just a book. As you can see, it's almost like an encyclopedia, 430 pages of nonstop information. Yes, a shameless plug because people ask me all the time, Nollie, how have you done all this stuff? And I took a lot of hours of my time to document it so that you could know so that I could give it away to you for at least as possible and and I got to tell you a funny story about this about this book I had a lady contact me and she says she she by the way we get you know it's getting five-star reviews all over Amazon but we had every now and then you get somebody's a little bit

you know different right so she's like I don't like the fact that you're you're selling yourself in the book well yeah I'm selling myself in my book you know I'm a salesman who wrote a six book for salespeople about selling and you don't expect me to do any sales while I'm at it you know that's kind of crazy huh okay so back to this this conversation that we're having right now sphere of influence your farm and your niche all the listing leaves that you ever need are gonna come from these three buckets now if you got this rocking okay check this out you got your

sphere of influence rocking you got your form farm going and it's off and running you got 500 houses a thousand houses 2,000 houses by the way I teach you how to do people I don't have any money to do all that stuff you teach Nolly well you guys already know I teach low to no cost marketing right so all the stuff that I teach you can get it done absolutely at zero out of your pocket okay even your farming postcards okay think about it you send out a farming postcard to 500 houses And that's going to cost you, let's say if you use every door direct mail, it's going to cost you 18 cents per house. Let's round that up to 20 cents.

That's $100.50 for printing. And then you have, so it's $150 to mail those out. You have four trades on the back. So you have like a handyman, a lawn service, a painter, and some other, maybe a roof or whatever it might be, or a restaurant. and each one of those pays you $50. Don't you know that the trades that are in your city want to piggyback with you to those 500 houses? They want to be where you are as well.

So each of them pays you $50 to be on the back of your postcard. How much did you earn? You made $200, okay? And it only cost you $150. So none of the stuff that I teach cost you any money. So the excuse of not having money to do this doesn't hold water. Even the sphere of influence, okay, the postcard campaign, same thing. You're going to get sponsors to pay for that. The monthly newsletter, I use one. I use more souls.com.

It's $5 a month. You mean you can't afford five bucks a month? Yes, you can. And the phone call, how much does it cost to make phone calls? You already have a cell phone. You're going to pay that monthly plan whether you make calls or not, right? So this plan that I'm giving you right here, here cost about a hundred bucks a year out of your pocket to reach 70% of the dollars that you're going to earn cost you about 100 bucks a year so this whole thing about not having money to do this stuff doesn't hold up I go into great detail of how to how to do all your marketing for free in my book now the niche like I said this last one the niche this is something you got to have rocking as well and and when you're doing your niche marketing

which is going to be your postcards, mainly postcards and you're going to have, like I say, Jumbo postcards, you're going to have a unique website, you're going to have flyers, and you're going to have a unique business card behind that, okay? I don't have time to go into the whole deal around that because I'm trying to keep these videos as short as possible, so you'll watch them, right? But again, if you focus your energy on your sphere of influence, your farm, in your niche, you're going to be able to generate all the listing leads that your heart desires, and you'll never, ever have a shortage of listing leads in your business again. Had a guy that emailed me just the other day.

He says, Nollie, I went from 20 listings to 60 listings just by following your system, just by following the system. And I got to tell you guys, it works. Now, after you've done all this, throw this in, after you've done all this, and you still, want to make 150 calls, cold calls to get one lead, handle your business. I bless you in doing that if that's what you want to do. But again, you don't have to if you don't want to. And you're going to find that if you got two hours to spend every single day, you're going to want to spend those hours on where you're going to make the most money. Okay, Nali Williams. Hey, thanks for

listening. All right, all right. I hope that you enjoyed this episode of Success with listings where I was able to share with you how I've been able to generate over a thousand listings in 10 years, the last 10 years, without making any cold calls, right? You know, people want to know where these listing leads come from. I just showed you how to get them. Get out there and get them today. If you like the video, go ahead and subscribe to my channel. I'm going to be coming up with a lot of these videos and I'm always coming up with some kind of crazy video about how to make you more money and help you be more of a success to your community and your family and to your God that you serve. God bless, Nali Williams. I wish you peace

and more listings. Well, thanks so much for tuning into this episode of the Success With Listings Podcast. If you are serious about taking your real estate career to the highest heights, making more money and helping more clients while working less hours and spending more time with your family, be sure to get your copy of my free book, triple my listing. absolutely free at success with listings.com. Now you want to be sure that you subscribe to the podcast and check out successwithlistings.com to get your copy of my free book.

Hey, I'll see you on the next one.