091: Marketing your Business and Value with Holly Mabery
10/03/23 • 58 min
Today we are talking about a topic that we all need to pay attention to. Many of us don’t like this part of our business. Our guest, Holly Mabery, is going to break it down to a simple plan for us to follow. What’s the topic? Marketing! Holly brings this huge concept to a manageable part of your business. She is also one of the subject matter experts for NAR’s Marketing Strategy and Lead Generation course. Let’s join Holly for some great information on marketing and a few laughs about this potentially overwhelming topic!
[3:38] The most successful agents are the ones who show up with value and substance to their clients. That’s the key to building your business.
[4:00] Before selling a house, you have to figure out how to market yourself to get listings, how to market the listings, and then how to re-sell the house each time the buyer goes back to it. Clients will come to you because of how you show up and the consistency with which you show up.
[9:17] Holly coaches new agents to know the purchase contract better than anybody in the market.
[12:33] Holly discusses three things to help with marketing.
[22:02] If you spend a dollar, you should back that up in free ROI tenfold. If you can’t do that, don’t spend that dollar.
[24:08] Every time you earn a designation, like the Accredited Buyer Representative, put that certificate on LinkedIn and promote yourself. Every time you do an educational video put it on LinkedIn.
[24:55] Your phone is your second biggest tool, after your resume. Start using your phone!
[26:54] Do a quarterly e-newsletter with a calendar. Spotlight a specific business. Include one real estate stat.
[29:35] Google will let you send out 500 emails daily. Use MLS drip campaigns for targeted marketing. Look for opportunities to help people.
[35:01] Don’t be overwhelmed by the number of platforms. Pick one to start and focus on using it for 30 days.
[36:36] If you can explain to your buyer or seller the ways they can get out of a contract, that builds trust.
[37:57] Ask for reviews. Ask people who loved you to talk about it. Rate My Agent is a great tool to use.
[43:47] Your value proposition is to earn the trust of your client and take care of their needs. Identify what job your client is hiring you to do while you treat everybody equally.
[53:07] Find your specialty; residential resale or new homes? Find that nuance. Where are you already showing up online? Accentuate that.
[55:35] Always be yourself! Be yourself authentically because people want to work with you. They want to refer you. If you’re anything but yourself, that will take more time, energy, and effort and burn you out faster. So always be yourself and show up in that way.
Tweetables:
“When you start to think of marketing, it’s huge, it's nuanced, and it’s layered. My best advice to everybody out there right now is to take a deep breath; inhale and exhale. It’s going to be fine. You can do it. Find your niche and be authentically yourself.” — Holly Mabery
“Show up. One thing at a time. Learn your contract first. Period.” — Holly Mabery
“You are the glue that puts the pieces together. [Your client] has all the pieces. You are the glue that pulls it together and helps them understand how it works.” — Holly Mabery
Guest Links: Holly Mabery, VP of Operations at eXp Realty
eXprealty.comHolly Mabery on LinkedIn
Related Episodes:
“Lead Generation Through Relationships with Sean Carpenter”
“The Champlain Towers Collapse: What REALTORS® Can Learn”
“What Are You Selling? How to Know Your Product and Communicate Your Expertise with Josh Cadillac”
NAR Resource Links NAR.realtor/technology
Additional Links:
Microcourses found at Learning.REALTOR. Use the coupon code PODCAST to obtain 15% off the price of any microcourse!
Learning.REALTOR — for NAR Online Education
Training4RE.com — List of Classroom Cou...
Today we are talking about a topic that we all need to pay attention to. Many of us don’t like this part of our business. Our guest, Holly Mabery, is going to break it down to a simple plan for us to follow. What’s the topic? Marketing! Holly brings this huge concept to a manageable part of your business. She is also one of the subject matter experts for NAR’s Marketing Strategy and Lead Generation course. Let’s join Holly for some great information on marketing and a few laughs about this potentially overwhelming topic!
[3:38] The most successful agents are the ones who show up with value and substance to their clients. That’s the key to building your business.
[4:00] Before selling a house, you have to figure out how to market yourself to get listings, how to market the listings, and then how to re-sell the house each time the buyer goes back to it. Clients will come to you because of how you show up and the consistency with which you show up.
[9:17] Holly coaches new agents to know the purchase contract better than anybody in the market.
[12:33] Holly discusses three things to help with marketing.
[22:02] If you spend a dollar, you should back that up in free ROI tenfold. If you can’t do that, don’t spend that dollar.
[24:08] Every time you earn a designation, like the Accredited Buyer Representative, put that certificate on LinkedIn and promote yourself. Every time you do an educational video put it on LinkedIn.
[24:55] Your phone is your second biggest tool, after your resume. Start using your phone!
[26:54] Do a quarterly e-newsletter with a calendar. Spotlight a specific business. Include one real estate stat.
[29:35] Google will let you send out 500 emails daily. Use MLS drip campaigns for targeted marketing. Look for opportunities to help people.
[35:01] Don’t be overwhelmed by the number of platforms. Pick one to start and focus on using it for 30 days.
[36:36] If you can explain to your buyer or seller the ways they can get out of a contract, that builds trust.
[37:57] Ask for reviews. Ask people who loved you to talk about it. Rate My Agent is a great tool to use.
[43:47] Your value proposition is to earn the trust of your client and take care of their needs. Identify what job your client is hiring you to do while you treat everybody equally.
[53:07] Find your specialty; residential resale or new homes? Find that nuance. Where are you already showing up online? Accentuate that.
[55:35] Always be yourself! Be yourself authentically because people want to work with you. They want to refer you. If you’re anything but yourself, that will take more time, energy, and effort and burn you out faster. So always be yourself and show up in that way.
Tweetables:
“When you start to think of marketing, it’s huge, it's nuanced, and it’s layered. My best advice to everybody out there right now is to take a deep breath; inhale and exhale. It’s going to be fine. You can do it. Find your niche and be authentically yourself.” — Holly Mabery
“Show up. One thing at a time. Learn your contract first. Period.” — Holly Mabery
“You are the glue that puts the pieces together. [Your client] has all the pieces. You are the glue that pulls it together and helps them understand how it works.” — Holly Mabery
Guest Links: Holly Mabery, VP of Operations at eXp Realty
eXprealty.comHolly Mabery on LinkedIn
Related Episodes:
“Lead Generation Through Relationships with Sean Carpenter”
“The Champlain Towers Collapse: What REALTORS® Can Learn”
“What Are You Selling? How to Know Your Product and Communicate Your Expertise with Josh Cadillac”
NAR Resource Links NAR.realtor/technology
Additional Links:
Microcourses found at Learning.REALTOR. Use the coupon code PODCAST to obtain 15% off the price of any microcourse!
Learning.REALTOR — for NAR Online Education
Training4RE.com — List of Classroom Cou...
Previous Episode
090: Embracing the World of AI with Alex Camelio
Do you want to know about AI, and specifically, ChatGPT? Alex is here to tell you all about it! Alex is a true tech person with a teacher’s heart. He will explain some of the inner workings of Natural Language Programming, which is what ChatGPT is: language. There are layers to this, and more changes are coming; changes that will make using ChatGPT even easier. So, let’s get some tips and some education from Alex Camelio!
[2:36] Alex looks for technologies that change the way we do business. For example, the Snapchat and Reels trend of holding your phone upright to watch video was a small, fundamental change to video. [4:31] When Alex sees fundamental changes in people adapting and working differently, that’s when he starts thinking there’s a revolution or a trend that’s sticking around. He sees that with AI.
[6:10] In a few months, Alex will be at NAR for two sessions involving AI. He discusses the sessions.
[7:49] AI has limitations; it tends to lie or “hallucinate” when it lacks information to draw from! If you don’t give it good instructions and directions, it makes up something.
[10:40] Alex Camelio is the CEO of Agent Inner Circle (AIC), agentinnercircle.com, a free community of about 40,000 agents. AIC publishes free content and articles to help agents in marketing and business practices.
[11:06] Alex had taught himself to code and has been coding since he was 10 or 11. About 15 years ago, he started a tech company, Barcode Realty, and sold it to Lone Wolf.
[13:30] Alex believes that ChatGPT was a publicity stunt by OpenAI. OpenAI has been working on the Large Language Model (LLM) for years. Their mission statement is “Making artificial intelligence available for the world.”
[18:25] ChatGPT learns over time. The apparent reason for the release of ChatGPT is to gather as much data as possible. It took off as a consumer product but is meant for the AI side of the world more than the consumer product side.
[19:47] Alex shares his thoughts on privacy. We carry an active listening device with us, day and night. If we want to go back to privacy we will need to make major cultural and government steps to protect it.
[22:18] OpenAI, the creator of ChatGPT has an API behind the scenes. An API allows your website and server to connect to ChatGPT and the data, and use the AI through your website instead of through the platform.
[23:18] An enterprise customer of OpenAI GPT has settings that allow them to change the creativity and other components of how the AI responds.
[29:25] Alex predicts it will become less complicated to use AI. Alex has been building a tool called ChatGuide that gives access to a lot of these features.
[35:18] Alex is setting up bots at ChatGuide that are cold-call teaching bots that pretend to be home sellers. You can chat with it and it will give you objections while you try to make a listing appointment.
[39:01] Think about ChatGPT as if you were bringing on an assistant. You would take time to train the assistant on what you want.
[45:38] CrystaKnows builds a DiSC profile on someone from social media. It’s a sales tool for agents who want to speak in the personality language of the person they’re talking to.
[52:45] Alex thanks Monica for having him on the show. He leaves you with a bit of philosophy. Will AI take your job?
[57:33] Don’t get too distracted by all the shiny objects, because they’re sure flying around, now! Your clients and friends are still out there, planning their lives, and you’re the one to help them at the perfect time. So, go talk to some folks and sell some properties!
Tweetables:
“I always look at technologies that will ... change the way we’re doing business in some form. ... In the last few years, there were ... Snapchat and Instagram Reels. The trend there was vertical video. ... Somebody said, ‘We need to hold our phones upright.’” — Alex Camelio
“AI can be very good at writing ... but it also has some limitations. ... If you just tell it to write something, it will commit Fair Housing violations, or it will make stuff up. ... It tends to lie or ‘hallucinate’ ... when it has a lack of information to draw from.” — Alex Camelio
“Think about [ChatGPT] like you’re bringing on an assistant. ... An assistant shows up on their first day to work for you. Are you going to be able to say, ‘Write me a property description,’ and then expect a perfect property description ... their first try?” — Alex Camelio
“The prompt to make a good property description is probably going to be anywhere from two to four times the length of the property description. ... Think about it like you’re training an assistant. ... A brand new assistant comes into your office; they have no idea.” — Alex Camelio
Guest Links: Alex Camelio, owner and founder of Agent Inner Circle
Next Episode
092: VA Loans, Helping Veterans, and Improving Business with Jimmy Vercellino
We are in a market that is now topsy-turvy. We are part of the major movements in the economy of our country and there are benefits and challenges in the flow of economics and of buying a home. Today, we are going to talk about a group of people who have had some tough times buying in recent years. We’re talking about our active-duty military and our veterans who use VA Loans to purchase a home. Working with VA borrowers right now could be just what your business needs.
Jimmy Vercellino is our guest today. He’s going to educate us about these loans and he is going to show us how we can serve our veterans well in the homebuying process.
[3:01] Jimmy discusses his background. He served in the military and now helps veterans.
[6:51] Jimmy, as a Marine veteran, shares a common language with the veteran and active-duty military homebuyers he serves. If you, a REALTOR®, speak that language, you can better serve that client and there’s instant trust, differentiating you from competitors.
[9:41] Getting veterans to learn about the benefits of VA Loans is the most important thing. The military doesn’t teach this. The VA doesn’t advertise it. Mortgage loan originators don’t understand it.
[11:22] A veteran can get 100% financing. VA loans today no longer have a cap, as long as the veteran qualifies by income and credit. In addition, there is no PMI (private mortgage insurance).
[13:00] A veteran can use more than one VA Guaranteed Loan at a time, as long as they have enough entitlement. These features can help a veteran create wealth through real estate.
[20:09] A mortgage originator who dabbles in VA Guaranteed Home Loans hasn’t been properly trained. They don’t understand the nuances of the VA Home Loan Benefit. You want to work with somebody who has an in-depth understanding of VA Home Loan Benefits.
[23:15] The only time Jimmy doesn’t recommend a veteran consider a VA Loan is when they’re paying cash. He always wants veterans to have a VA Loan on the table as an option, so they can make an informed buying decision on what’s best.
[24:46] Jimmy wants real estate pros to know that just because their client is putting 20% down does not mean they should use a conventional loan. Make sure that your client is getting all the options.
[26:28] On Jimmy’s YouTube channel, linked at the end of these show notes, Jimmy interviewed a VA appraiser. A VA appraiser is not an employee of the VA. The appraiser said no appraiser should ever change the home value based on the loan type.
[34:24] Va Guaranteed Loans are assumable. There is a lot of confusion that exists in this space. Two things have to happen to get a VA Loan assumed.
[40:13] Jimmy’s philosophy on providing value to military homebuyers is to ask them if they know the benefits of a VA Guaranteed Home Loan, listing them one by one.
[42:00] If your questions have provided value to the military member or veteran, chances are they will answer yes.
[47:35] The way real estate agents get paid is changing. At the same time, under current law, the veteran is not allowed to pay the REALTOR®’s commission. It will take creativity to figure out win-win solutions.
[49:12] The Military Relocation Professional (MRP) Certification Course from NAR never expires. Jimmy Vercellino teaches the all-day course. Agents that have attended it felt like they were more equipped to speak the language of active-duty service members.
Tweetables:
“[The relief of hearing your language in a foreign land] is the same thing that exists for veterans and active-duty service members when they have a REALTOR® who speaks their language; somebody who understands BAH, BAS, COE, DD-214, EAS, all of these types of things.” — Jimmy Vercellino
“You don’t want a mortgage originator who dabbles in VA Loans. ... They haven’t been properly trained and ... we don’t want to subject our buyers or veterans to somebody who doesn’t understand the VA Home Loan Benefit and, could delay your on-time arrival.” — Jimmy Vercellino
“The only time I don’t recommend a veteran consider a VA Loan is when they’re putting down 100%.” — Jimmy Vercellino
“I tell my agents to be teachers; to bring the good word of VA Loans to veterans and active-duty military. As I said ... VA doesn’t teach it, mortgage lenders don’t understand it, therefore, veterans don’t know it.” — Jimmy Vercellino
Guest Links: Jimmy Vercellino
Jimmy Vercellino on YouTube
Jimmy interviews Appraiser Jay Josephs on the VA Appraisal Process Jimmy Vercellino on LinkedIn
Email Jimmy@VAloansforvet...
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