Hey it’s Josh Schoenly, co-founder of Client Alchemist, and today we’re covering Part 3 of our 4 part series. We’re in the middle of a series outlining our 4-step methodology that we call “The Client Alchemist Way.”
This methodology will allow you to attract your ideal real estate client at will. So if you haven’t already read “Part 1: Identify” and “Part 2: Attract” you should go do that first because this will make a lot more sense if you do.
In “Part 1: Identify” we talked about identifying your ideal audience, the ideal client that you want to attract to you.
In “Part 2: Attract” we talked about creating content and gave you some ideas on how to attract people to you. We gave you ideas you could work on instead of making cold calls, door-knocking, prospecting, trying to chase down leads purchased from lead vendors, and all that other nonsense.
Instead, we’re reverse engineering a process where your ideal client is attracted to you. A process that is more pleasing to them and to you. A process that leads them to the very top of the connection hierarchy, which we’re going to discuss today.
When I first got into this business of helping other agents generate and attract leads, there were only a few ways to connect with people. The primary way to connect with people was through e-mail opt-ins.
Well, there are a lot more ways than that now. We’re going to start at the very bottom and work our way up what I call “The Connection Hierarchy.”
8 Proven Ways to Connect With Your Ideal Audience
Let’s say you go to Amazon look for an item you want to buy, but you get distracted. You don’t actually end up buying the item. Then later on in the day you log onto Facebook, and lo and behold, the very thing that you were looking at but didn’t actually buy was showing up in the right-hand column!
If you’ve ever had that happen to you and wondered how that is possible, the answer is that it’s possible through something called pixels. Pixels can be sent to people who visit various pages on your website, your landing pages, and now you can even send it when people watch a video on Facebook!
Build a Custom Hidden Audience on Facebook
One of the things we talked about in “Part 2: Attract” was using video, and now you can leverage videos on Facebook to build an invisible audience when you follow the process that we outline for our Client Alchemist Pro Members. You can create a piece of content, upload it to Facebook, and then follow our methodologies and strategies to build an invisible audience.
Even if the person doesn’t take the desired end result, you know that the person has some level of interest and you’ve created a level of connection with them that is essentially invisible. They are now part of your “Invisible Audience.”
That’s the first way and if the way it works isn’t completely clear to you, don’t worry about it right now. It’s a relatively new idea and it’s one that you can get familiar with over time as you adopt “The Client Alchemist Way.”
Get “Likes” & Grow Your Facebook Fan Base
The second level of connection is building a fan base on social media, more specifically on Facebook. Why Facebook? Because it’s where everybody is spending their time. This can apply to different social media platforms but the example I’m going to use is Facebook.
We teach our Pro Members how to build a fan base with a Facebook fan page. The next level of connection is simply getting fans to the page for your business, but you can’t stop there because of several issues:
1) You don’t truly own your fan page. Facebook owns it. They own the data. They own the information.
2) You can only communicate with your fans in the ways that Facebook allows you to, and we don’t want that kind of restriction.
Remember, however, that this is a hierarchy. I highly recommend that you move up these different levels, because when you do it in this sequence it makes it easy to achieve the end result you want. Connecting with and building a base of fans, the people who like your Facebook page, is just a step in the process.
Target Friends of Fans
Once you have built a fan base, you can create messages and campaigns to target friends of your fans.
Now, why is that important? Think about that old cliché “Birds of a feather, flock together.”
A certain percentage of your fans’ friends are also your target audience, not all of them, but a percentage of them will be.
Let’s say you connect with a fan who has 500 friends on Facebook. Well, a certain percentage of those friends are in the audience that you identified if you followed along with us what we’ve covered in “Part 1: Connect.”
It might be 50, it might be 100, it might be 200, it might be 300 or more of those friends that you’re going to be able to create campaigns for and connect with. It’s just a powerful way to connect.
I don’t know about you, but when I see something on Facebook that was liked by one of my friends, my guard is down immediately. I think “Okay…my friend likes this. There must be something here.”
This is especially true if I relate to that person well. If we’re in the same industry or I just have a lot of respect for that person, I’m much more likely to go check out that resource.
This is the phenomenon that takes place when you start implementing the strategies that we show our Pro Members. You’ll start creating campaigns, messages and posts and putting them in front of friends of your fans.
When your fans’ friends see your campaigns, your messaging and your post, they’re going to see that their friend is already a fan so they’re going to have their guard down. They’re going to feel more comfortable connecting because your fan has already provided social proof.
It’s very, very powerful and a strategy that you all should be getting ideas on how to leverage.
Convert a Higher Percentage of Leads With PipelinePagez
The next step in the hierarchy is taking those fans and connecting with them through mail. You need to get them into your e-mail marketing or e-mail communication database so you can take control of the communication outlet.
Facebook is great. It’s where people are hanging out, but again you don’t own any of the assets there. You don’t have full control over that.
We’ve got more peace of mind. We can communicate with them on our own terms, et cetera.
How do we do that? Well, our Pro Members do it with something called “PipelinePagez.” Through PipelinePagez we can create different landing pages called “Attraction” or “Connecting Pages.” Those are the pages where people will exchange their information and/or their email address for something of value.
Some people call these pages capture pages or squeeze pages, but we’re getting away from that type of language because the words that we use are important. Don’t think of this as trying to capture or squeeze something out of people. We’re trying to connect with them and we’re doing that by attracting them to us.
Some examples of what we might do:
- Free Home Valuation
- Free Weekly List of Homes Just Sold in Your Area
- Free Weekly List of New Construction Homes
- Free Weekly List of Price Reduced Homes
- Free Weekly List of Foreclosures
The PipelinePagez will let them know that if they want the valuable information you’re offering them all they need to do is give you their e-mail address. For example, “Hey! Would you like a Free Weekly List of Foreclosures? Enter Your E-mail Address Below!”
It’s as simple as that.
Get More Calls & Texts
The next level is to get your ideal audience calling and texting you. We have specific action plans inside the Client Alchemist Pro resources for getting your ideal clients to call and text you. We have many case studies showing that these strategies work.
I can think of one example involving a Pro Member who created a message and a campaign, and in a 3-day period she was able to get six people calling and texting her about a specific property. One was a cash buyer with a budget of $375,000. Another one she got prequalified in just a few days.
Why is this important?
The dynamic here is different.
These folks are calling and texting you, the positioning is completely turned on its head. You’re not chasing them and begging them for business. They’re chasing you. They’re reaching out to you.
The dynamic is wildly different. Then all you have to do is treat them like a real person.
Continue the Conversation to Get More Clients
Answer their questions. Continue the conversation. Ask them questions in return. When you do, they will turn into someone in the next level of the hierarchy: a client.
They will be decided that you are their real estate professional of choice. They will choose you.
This person is someone who you are at least working with to sell their home, or buy their home, or someone with whom you’ve recently closed the transaction. That’s when they have become a client.
Turn Clients Into Advocates Following The Client Alchemist Way
The very top of the hierarchy that we have outlined as part of “The Client Alchemist Way” is your client becoming an advocate. That quote from Gary Vaynerchuk is paramount to what we believe here:
The way you acquire clients is as important as actually acquiring the client.
And why is that important in this hierarchy?
Because when you acquire clients by following The Client Alchemist Way, they are much more likely to become an advocate for you. They’re much more likely to refer you more clients like themselves and they’ll be actively doing that without you poking and prodding them because that’s not how you acquired them as a client in the first place.
They’re going to feel comfortable referring you other clients because you treated them by the golden rule. You didn’t browbeat them with some script or demeaning process of beating them into submission – quite the opposite.
You treated your clients like you would want be treated, and that makes an enormous difference.
That’s all for “Part 3: Connect” but be sure to come back for “Part 4: Converse” next week. If you have questions, if you need help, or if you want feedback, email us or leave a comment below. We’d love to hear from you.
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