My name is Lori Ballen. I own a real estate business here in Las Vegas, Nevada and have been a top agent in Vegas since I started in 2007. I Got Really into short sales, hated short sales, but decided I had to “own it” in my market or I wasn’t going to survive.
About the Author
I quickly found myself in the top 1% of all real estate agents in my market as a brand new agent and have just failed forward along the way. I built my team up really big and then took it back, really small, changed my model a few times. Not ashamed of any of it because I think we have to figure out what’s right for us.
I am a six-figure affiliate marketer. Basically what that means is: I talk about products and services and I get paid a commission when people purchase through my link.
It took me about five years to build that up. And it was accidental more than anything. As a teacher trainer, I teach software. People just naturally want to use the tools that I use. They sign up and I benefit. That is my favorite income-earning thing I’ve ever done on the planet because it’s security. All of my basic living bills are covered by real estate business.
I have an unconventional real estate model. I won’t get into that too far today, but I lead generate and the agents on my team transact with the clients. I don’t actually work with clients anymore. I haven’t now for nine years. So I still sell homes, but I don’t work with clients. I just generate real estate leads.
So all of this ties into what we’re gonna talk about today, which is growing a marketing list that you can reach through various channels such as email, text, phone, direct mail, social media touches and so on.
- Determine what kind of audience you want to attract
- Discover their challenges
- Create an offer that solves their challenges or appeals to their interest
- Make offers on your website, through social media: wherever your audience is. Use a pop-up form, slide-in, bar etc. using software like (my favorite) optinmonster.
- Create a local FB group and require then to answer a few questions, 1 being an email address in exchange for your item of value.
- Choose an email autoresponder program that has automation and campaign ability, such as constant contact, or aweber for example.
- Send valuable emails and newsletter digests that directly interest that audience
- Segment your audiences into lists (or with tags) so you can better reach them with the right product and message. Software like constant contact or infusionsoft can segment based on link clicks.
With whatever platform you’re using, please listen to the concepts in the tutorial video above and then see how it might work on your platform. My brothers over at Ballen brands, a company that I founded, provide services that can help you build, grow, and cultivate your email list and contact lists.
You can reach Jeff and Paul at Ballen brands (702) 917-0755. I’ve got a free trial link for you for constant contact and also suggest you look at optinmonster. I am an affiliate and I do benefit if you wind up making a purchase. I am with most of the software that I use.
People keep saying that email is dead. I guarantee you that is not a fact. I still see a massive benefit in creating lists. But what I do want to express is it’s not just email. So now what we are really talking about here is being able to email them, text them, chatbot them, direct mail them.
Real Estate Lists
One of my businesses, as I said in the intro, is a Las Vegas Real Estate Business. What’s blowing my mind right now is how many more real estate leads (or however you define it, contacts maybe, prospects for others) I’m getting from a generic newsletter offer.
I’ve always loved to offer photos on a property listing and then pop up forced lead capture because that was working. The conversion for those is pretty low in general. 1-3% most real estate agents report. People are registering because they are forced to not because they are responding to a specific offer and saying “yes please”.
That’s a much harder lead to convert than somebody who says, yes, I want your item of value, please email or text me. Does it work to generate real estate leads? YES! Especially at the photo gallery. I tested everything on lead registration and I would get the most registrations on forced at photo gallery when they would want to look at photos on a property.
The open rates on my newsletter are double the national average and are much higher than an IDX “drip” sent to someone I have never spoken to. Fascinating. Can’t wait to see what happens when my item of value gets stronger and is offered to match a single page (like we can do with optinmonster (which by the way integrates with your favorite email program such as aweber, get response, constant contact or infusionsoft).
This morning I got a new contact in my email list from somebody that registered for the “Las Vegas Newsletter”. They were on my website page that was about snakes in Las Vegas. Yes, I said snakes, not real estate. My blog was all about what snakes there are in Las Vegas and they registered for the newsletter.
Why I Use WordPress
“Are all of your websites WordPress?”, someone from the live webinar asked.
Yes. They haven’t always been. As far as real estate goes, I’ve built on marketleader, placester, point2agent and so forth. The reason I wound up adopting WordPress was because I wanted to be able to add these kinds of codes, pop-ups and, and banners on the website in a way that I could control that wasn’t offensive to the visitor. I also wanted to own my own platform that would move with me if I ever changed real estate brokerages.
My brothers over at Ballen Brands build WordPress websites. So if you know you want one, and you don’t want to build it, call them 702-917-0755. I’ve also got a lot of training on my youtube channel and in my training course called The Ballen Method. [Inside Ballen Academy].
I’m a Keller Williams Agent. They have rolled out some new technology called KWcommand. I’ll be helping to teach it to my students and therefore will use their IDX websites as well to see what they do and how we can best use them. Stay tuned on that.
One of the reasons I chose optinmonster for my lead capture forms is that it shows me the ip address. With the IP address, I can use Clicky (my analytic software) to see the lead source: google organic, google paid, FB organic, FB paid, twitter, and so forth. It sounds Geeky but it’s just a simple process and I can see where that lead came from and so much more.
If you saw a pop-up form or bar when you landed on this website, that’s created by optinmonster.
It integrates with many email autoresponders. When the lead registers through that form, they automatically show up in the correct list. From there, an email or text campaign can automatically begin provided that you’ve set up the campaign.
Segmenting your Audience
Tags can help you identify your audiences. Lists can be used for segmenting an audience automatically so that your automated campaigns can pick up for you at that point or that you can manually message at a later date.
For example, I send out an email newsletter through Constant Contact to my real estate mailing list. There are 5 links on that email to my blog, youtube channel, coupon, market report and so forth. Maybe in my newsletter feature a hot investment topic.
When someone clicks on any of those links, they fall into a new segmented list automatically. In the example above, mary receives my newsletter and clicks on the hot investment topic. Constant Contact will then either tag her as you have directed (a label used later for sorting and segmenting) or into a segmented list titled “investors” possibly.
If you have a campaign created then for investors, the campaign with automatically begin. Now Mary is getting the right message that would most appeal to her.
And, with constant contact, you could send a message manually to multiple lists, and even if people are on more than one list, the program will only send the message to that contact one time.
The newsletter can be a digest of blogs you published, curated items of value, short stories, images, social posts, or a short letter even.
For me, I like to include a little bit about me. I’ve got a little script here about my summer with my teenager or about our trip to Alaska. You want to personalize things. You don’t want everything to be generic. I’m letting them know I’m a real person, but I’m not going on and on and on about myself.
I’m just putting a, a quick little relatable, “bit” in there. And you do the same thing with real estate. You should always have a little on a personal note because:
People do business with people they know or think they know.
They have to feel like they like you, that they care about you, that you’re, you’re trustworthy or you’re a mom or you’re a dad or you’re friendly ora goal-getter.
Lead Pages vs. Constant Contact and Optinmonster
Someone asked if I liked my new platforms better than Lead Pages. I quickly said yes but should come back and say that purely for the sake of lead capture, I like these 2. For advanced design elements, you may still want to use Lead Pages (which can also be integrated with your favorite email software).
Building A List through Facebook Groups
This is my favorite thing about Facebook groups. I started a new Facebook group called At Your Command with Lori Ballen. I personally am going to be going to market centers and teaching or skyping in as well as doing one on one training. As a Keller Williams agent, I’ll be driving it for my team and then sharing best practices and top marketing strategies.
Now, Back to Facebook..
Here’s what happens when somebody goes in and asked to be a member of my at your command Facebook group. It used to be that the request would be there and showing to the admin and I would just have to approve it.
Now, we can ask a set of questions and look at answers before we approve.
If you had a hyperlocal Facebook group to market your real estate business, for example, you might ask “Which street do you live on or which neighborhood, zip code, etc.” and “Would you like to receive emails related to the housing market specific to your neighborhood?”
Next, you could add that person to your database by a list that is for that neighborhood (another example of segmenting), tag them or use a custom field (depending on how your email list software works).
This is such a great way to build a powerful email list.
Building a powerful email list is still very important for many businesses, such as real estate today. When you identify your audience (or desired audience), create offers that appeal to them with lead capture through software such as optinmonster, and send newsletters or emails to segmented audiences using software such as constant contact, you can convert web leads to sales!