Okay, guys. Sorry. We're a few minutes behind the for whatever reason, the, Internet here has been going in and out on us. And so just a minute ago, we had to do a reset, so that we could broadcast with you guys. So if you can hear us real quick, just put a thumbs up in the chat. Heart. Okay. Fantastic. Alright. Let me turn this to Lewis so that you can, see that. Okay. Fantastic. Alright, guys. So we're gonna ahead and get started. My name is Matthew Hodge, executive vice president here at LPT Realty, and I'm joining you Friday with Robert by Robert Farmer. I had to almost did the same thing again. You started out, like, two weeks ago, and then it's just been stuck. Muscle memory into it by Lewis Fuhrman, my co VP here. And, we're excited to be with you this real estate first Friday. Again, sorry for starting a few minutes behind, but we had to reset the entire network because ever since, Milton, for whatever reason, the building has been kind of, in and out. Right? They were still, I guess, maybe trying to clean up service. I'm I'm not sure. But, anyways, today's topic, we're gonna talk a a cup about a couple different things. I'm gonna share with you some, some of the secrets that I used as, I was building my luxury side of the real estate. I'm gonna show you some of the mailers and things that we use to and the messaging that we use. So we're gonna talk about some call to actions, and we're also gonna talk about, positioning yourself. So we're we're gonna go do a couple different things. We're gonna go through positioning yourself with people who don't have real estate needs. We're gonna talk about what happens when they finally have that real estate need after you you've positioned yourself correctly. And then we're gonna walk you through some of the mailers that we would send out and give you the ability to see exactly what we did. People never like to share what really works, but we're gonna do that with you today. So with that being said, Louis, what are your initial thoughts? Yeah. And and it's not just what really works. It's like the why. Right? Like, why are these marketing materials designed in a certain way? Like, what type of triggers are we looking to, fulfill with the customers that we're ultimately sending these flyers to? And it's important to understand this because the reality is as with any type of marketing that exists, and it may sound very elementary, but, you know, psychologically different consumers, different customers, interact or or get driven by certain content and material in different ways. And that's why oftentimes you'll see marketing material be relatively diverse with, you know, how much messaging is actually put in there because depending on the customer that it lands in, you know, maybe one customer will be drawn by this quadrant of the flyer, maybe another customer will be drawn by the bottom right corner, the left, you know, bottom corner, the top right corner, like, so so there's usually a strategy there to have a very diverse level of content because when it lands to the customer, you don't know what drives them. You don't know what's gonna spark their interest or how they're gonna ultimately be able to interact. So I think as we're seeing your your samples of your secret sauce of some of your marketing materials that you use, you know, pay attention to that. You know, pay attention to, you know, the the different ways that messaging is is being shown to the customer because ultimately, the goal is to be able to attract a very wide variety of customers not knowing who's gonna be driven by which type of content, you know, period. Yeah. That's right. And, you know, when you when you think about that same concept in terms of you have to, I guess, cast the net wide enough that it hits a large group of people. Hey. I'm someone who's curious about my house because maybe I'm really thinking about, you know, changing my scenario. Maybe I'm thinking about upsizing or downsizing. So I'm starting to pay a little bit more attention. You have to appeal to that person. You've gotta appeal to the person who says, hey. I'm not interested at all right now. I don't have a real estate need, but my goal with that person is to brand myself so that as they do think of like, when they finally do have a need, I'm who they think about. Right? Today, it's not important. I just don't want them to, you know, throw it away without understanding that I'm doing a real estate function, like, branding me to real estate activity. And that's kind of the goal with that person. And then there's the the other side of it, which is the person who immediately is looking to sell, and now they're watching the market to say, hey. I wanna see who's the best agent. I'm considering even hiring. I'm maybe already in the process of interviewing other like, they're wide open on in terms of the need. Like, I'm gonna be selling my house. I need to find out who's gonna do it or I'm gonna buy a house. I'd like to select an agent and you're gonna you know, so you have to talk to all those three categories at the same time. And I and I love how you say that because I think it's important too to, like, understand, like, reasons for why people purchase and sell houses. Right? And there's really four main ways or reasons why people are buying and selling. You know, reason number one is upsizing. Hey. I've reached a place in my career or in my livelihood in which I'm looking to upsize my house. Maybe I have new children that are coming in. The familiar dynamic has kinda changed so I wanna a bigger, you know, property. You know, reason number two is maybe a downsize, you know, maybe it's, you know, it's it's too much property. I no longer wanna have this size of a home. Maybe my children have moved away to college and so forth. Maybe we're ready to start down sizing our property. That's category number two. The second category is a relocation. You know, hey, maybe I have a job opportunity in a new market that requires me to relocate somewhere else. So therefore, maybe it's more of a lateral move, you know, maybe I'm looking for a light type of house that I previously lived in. But the reason for my move is, you know, maybe relocating for work, relocating into a new school zone, relocating for whatever reason whatsoever. And then the fourth reason is an emergency arising. You know, maybe we're going through a a divorce or a death in the family or or a foreclosure type of dynamic or the financial circumstances has shifted. And depending on where your customer falls on that spectrum will really dictate the way that you would communicate to your customer, you know, in terms of helping them achieve that goal of upsizing, downsizing, relocating, or an emergency. And oftentimes, strategically, if you can find out what that thing is, it really will help you position yourself properly because now you can have much more grounded conversations with your customers because you understand their needs and you understand their ultimate desires. Yeah. That's right. Yeah. So from from a standpoint of advertising, you're not quite sure where they land, and so you wanna make sure that there's an element that would spark all those categories. But as you first start interacting with the person, the first thing that you wanna do is understand that motivation and start to figure out which bucket that they're in so you can more effectively navigate that conversation. So real quick, we're gonna pop this up real fast. Dave, if you want to I know you were it was inverted a minute ago, so you might have to be ready to flip this if it ends ends up showing up backwards. But we're gonna pop up on the screen this flyer that we used. And so this flyer yeah. It's backwards for us, Dave. So you have to probably go inside video and mirroring and and flip that. So as soon as he flips this around, I'm gonna gonna walk you through this while Dave is working that out. You're like, wait a minute. I thought the door was on the right side, not the left side. No. That says t s u l instead of just listed. But while he's doing that, I'm gonna walk you through the concept of what we would do with each of our, mailers that we would send out. Yeah. Inside of the Zoom is where you're gonna do that under under the video settings. There might be the that option there for you. So, anyways, just to make sure, it's it is backwards to you guys. Right? You guys are seeing that the way I see that? It's doesn't say just listed. It's a backwards okay. Yeah. It's backwards for them two days. Alright, guys. So, we're gonna walk you through the there it is. No. It's that's not it. It still says it still says, it's still backwards. So I'm gonna walk you through the psychology of what what we would do with each of our mails. I'm gonna show you the front side of it. I'm gonna show you the backside of it. So with each, with each community that we decided to geopharm in, there was three types of communications that we would send out. We would send out a quarterly newsletter, and that would be all sales that are happening in the area, any information that was relevant to, that particular community. And that doesn't necessarily have to be about real estate specific things. It could be like, hey, guys. There's a food drive coming up. There's a so and so. It was just general information, and that was once per quarter. And then every house we listed, we would send out a just listed. And then, of course, every house that we sold, we would send out a just sold. So we would we would communicate with that community, all of our communities in that in that fashion. Now on the just listed, I wanna break you through the psychology. David, slow backwards. Okay. Okay. Dave is working on something for us real quick, guys. One second. There we go. Okay. Alright. So, so with this on the front side of this mailing, let me walk you through kind of the elements that are are gonna be here. So this is a house that we listed. It was in a community. That QR code is probably not active anymore because this was this mailer was, I think, two years or so ago. This, that would take them to the property specific website, which then had the ability for us to capture their information if they want more or schedule a tour or whatever. Right? But at the end of the day, we are just setting up the front side of it. It's just listed. Right? Just our information, contact us, call or text us, our website, very house driven. Right? Because in this particular case, we wanna actually promote the property. We wanna show tangible proof to the seller of the things that we do to capture that fourteen percent that we always talk about that find homes outside of the MLS. We wanna brand ourselves in the neighborhood. We wanna spark that curiosity so that someone says, hey. There's a house listed in my neighborhood. Some of the things that we would do is call to actions not on the just listed, flyer but on the just sold, would be say, hey. Every time a house sells in your community, it changes the price of your value. So people will start paying attention to when they would see houses just listed. Right? Because we're continuing to offer this type of messaging throughout the community. So here, it's pretty much promoting the the house itself. If we can go to the next one, Dave, so we can look at the backside of the flyer. Now this is important right here because what we would do is whether these are your these were all of our actual other sales, but whether this is your sales or not, what you do is you put other sold information that is happening inside of the community. So, hey. I have this house listed or I maybe I don't even have this house listed. I have permission to promote this house on behalf of the agent. Of course, you need to get that information. And these are the houses that have sold or that I buy the representative, the buyer, or seller from in the area. And so what I'm doing there is not only am I tapping on that resource of, hey. I am doing multiple houses. I'm an expert. Look how many houses I'm selling in the area. I'm building that side of it. Two, I'm making them curious on what their house would sell for because now this house is listed. I can see what that pricing is gonna be. I can see where these things sold for. Right? So I'm hitting those two different audiences. Right? The person who's just genuinely curious. They don't have a real estate need right now. I'm branding to that person. The person who is going to look at this more closely because maybe they are thinking about selling in the near term. So now they're more really interested to see where things are selling. And then we've got some other elements here, which is, you know, like the Google five stars and the Zillow five stars to to lend that level level of credibility. So as you guys know, some of the biggest things that help people make decisions is other people doing the same function. Hey. This guy bought it. He gave it five stars. That guy bought it. He gave him five stars. I feel more that I can trust the product because these other people said that they had a good experience. And so it's an important part of that psychology as well too. And so, Dave, you can come off of the screen with that now. So this is, this is a concept that you can use. Now you don't have to necessarily do it through mailers. You can do it through social media. You can do it by, you know, a ton of different ways. We we won't go to the process of talking about how we did it through mailers, but that's that is our preferred is to send out print mailers. I believe that for a seller, there's no better way to get sellers than through print marketing. I believe that on the the buyer side, you can do something different. But truthfully, on the seller side, there's no better way than to to market directly to the homes with with print marketing. And that same cost, regardless of where you send it, right, it's gonna cost me, I don't know, a dollar a mailer regardless of where I send it. I'm gonna send it to a luxury price point versus a starting price point because the ROI will be bigger. But at the end of the day, when you look at all the elements that exist inside of that mailer, right, with, hey. I'm promoting the property, which is the first thing. So people who are watching me perform, they're like, when I sell my house, I wanna make sure that it's being promoted this way. Right? So you've got that element of it. You can scan it. You can walk through the three d tour. You can go do all of that. And then the backside of it speaks to a different person. Hey. I am maybe curious about what's happening inside of the community. I wanna see what real estate sales are happening. Right? So then now you're branding to that person, and then you've got those last pieces of, like, the the the, reviews and things like that. And that is for the person who's more closer to making that decision. And now they're actually, like, watching your performance and judging your abilities. You know? Like, that's really the the three elements that you're you're touching on. And so, I'll kinda pause right there, Luz, and kinda get your thoughts on that. I love I love I I love all of that. Right? Like, there's there's a lot to unpack there because you really started off even before the flyer is is sent out by having what I would call a purposeful marketing campaign. Right? Like, you started off by, you know, sharing that you have a very diverse of marketing campaign that you ultimately mail, frequently and consistently at a certain cadence, whether it's newsletters, whether it's this type of sample, whether it's another sample. That's very important because you wanna have this type of marketing structure. Right? Like, you wanna as you're kind of figuring out your business practices, you wanna have a marketing campaign that we would call as diverse. Right? You know, not only the just listed flyers and the just load. I love the example of the newsletter where maybe you're talking about things that are happening in the community because you can resonate, you know, very differently with that type of customers. And then when we turn to the flyer, you know, first, you know, your branding is all over it. Right? You know, it has a picture of you. It has a picture of your logos. It's called that frequency illusion. Right? That frequency that you're constantly getting in front of that customer, whether it's on the newsletter. Hey. I saw that logo on this marketing. You know? Hey. It's just I saw that logo on that marketing. Now you're becoming that dominant force in your localized market for real estate. Like, they will start associating that logo, that brand to buying and selling houses, which is what you ultimately wanna accomplish when you're when you're sending out a lot of these pieces. And then this, particular flyer that you, shared as an example, like, I see it as being able to communicate to not only sellers, but to buyers as well. Right? Like, you have just listed. Right? If you're a buyer who is maybe looking to upgrade their house in that localized market, I may get triggered from the buyer side of of that flyer, not necessarily the sales side. To you, it doesn't matter. Right? When they call you, whether it's because they're triggered by the buy and they have a house that they ultimately wanna sell or they get triggered by the sell side because these are the just sold. You've established your authority. You've established, you know, Google reviews and and and so forth. It it it doesn't really matter how they pick up the phone and call you. You know, you've generated the lead. And then you also have blasted their, you know, QR codes. You have telephone numbers. You know, you have multiple different ways that the customers can ultimately reach out to you. So now you have this level of, you know, consistency where you have a marketing campaign that's very structured, a very diverse type of messaging, whether it's your passions, the community, the just list, the the just slow, and you are strategically, you know, mailing out at a certain cadence. And then you have, you know, the the authority. Right? You know, you are the authoritative figure in the community to be able to promote properties and to sell properties is backed by your actual properties that you have sold historically, which helps further that positioning and that authority. And then, you know, you're you're constantly in inside of the person's house. And oftentimes with marketing, we feel, hey. Like, if there's not an immediate, you know, hey. I mailed something. No one called. You feel sometimes like it's a loss. Mhmm. But that's not necessarily true. Like, the greatest example that Robert likes to share, and I know what happened in my practice when I, you know, used to, you know, do a lot of mailers on the legal side of the equation. I would love to be able to get in a consultation with a customer. And then when they show up to that initial consultation, they walk in there with a folder of, like, ten months of advertisements that I had sent to them. And they have it all saved, you know. But for that ten month period, I never knew that I was landing. I never knew that he was a customer. I never knew that I won that deal. But you stay consistent with it. You keep that messaging going, and it all will start compounding together. And it will start resonating together over time because it does work. If you're constantly entering into someone's house, you know, you have I love how you have your professional photo on it. Right? Like, a lot of people forget to do that. They just wanna have their name, maybe just the logo, like, it resonates differently. You know, you can relate differently. That's why for our marketing that we offer to our agents, we make sure to put their photos on the property or on the flyers because it is that facial recognition. You know, what is the first thing you realize when you're a baby and you're born is your mother and father's faces. Right? Like, facial recognition is a real thing in the psychology of marketing. So it's like, don't forget to do that. You know, don't forget to have your your logos on both sides of the flyer. You know, don't forget the the the frequency and the cadences of marketing material because at the end of the day, it's the totality of everything. You know, people will resonate with marketing differently and you have to be able to throw that cast net. And and you stay constant on it, it will work, and it will all kinda converge together at some moment in time. Yeah. That's right. And, Dave, if you can pull up the the second photo, the black the backside of it, and make that large, I wanna I wanna show something on that as well too when we're going through the previous sales because there's a key element there as those houses are are popped up. It says what we represented. And so sometimes it says, hey. We represented the buyer. Hey. We represented the seller. And it's to the that exact specific kind of thought process, which is like, hey. I wanna spark someone who is thinking about selling their house and buying or they're just considering buying. I want that person to know that we've got both sides of this. Yes. I am doing this, and you gotta remember, all this is being generated from us promoting a current listing. And so that's really have how you have to be thinking about it. Right? Like, think about how many different groups of people that you're talking to. I'm talking to someone who could potentially be interested in this house for a purchase or maybe they know someone who's searching in the area. Right? Like, I'm actually selling the house that is on the front side of it, which is why it takes up the the majority of the real estate. But on the backside of it now, now I need to speak to other people. I need to get them curious. Right? And I need to get to see whether they wanna sell their house, whether they wanna buy a house, whether they have a friend who wants to do either one of those functions, or maybe they're not ready to do any of that, and I just need them to associate with me with real estate activity so that when they do have that need, you know, they walk in and their wife says, hey. We're not married anymore. I don't know. That's a terrible example. But, you know, they also didn't have this need that didn't exist the day before. And, you know, now they're thinking about, I get I I gotta sound John's laughing at my example. Out of all the examples Out of all the examples, I went I went to the dark side. But, you know, so now they're hey. I all all of a sudden had this immediate need. Dave, you can come back to me. I have this immediate need. Who am I gonna think of? And the way that your mind is going to think, it's going to be whoever's been branding you with the real estate activity with whoever the need is. Right? If you've got a flat tire, you don't recognize that you've been branded to someone's making you think that, hey. Come get your free tire fixed. You get your tire fixed here for free, or you have to get something done. Your mind there's somebody who's been branding you this entire time that you don't know. Right? You get into a car accident, and everyone's like, oh, I'm gonna call, you know, Morgan and Morgan or, you know, whoever it is. That's the the that's probably the biggest law firm in the country, but most people should know that name. But you've been I've I've never had to use this service. Right? But if I had that need, immediately, that's who I'm gonna think of first because they've been branding to me and branding to me branding to me for so long. And that's how you have to think about your business, and that's where that consistency piece comes in. And so anytime that you're going to start on one of these processes, you have to say, hey. Listen. I know it's gonna take probably twelve months or so for people to feel comfortable with me and for once they feel comfortable with me to have a real estate need. So I'm gonna if it's if it's, I don't know, a thousand houses and I'm it's a dollar a mailer, I gotta earmark twelve thousand dollars over the course of this year to market to this community once per month. Like, you have to have that set in place. Once you get past that, then you're gonna say, okay. Well, I've got that budget. I'm prepared to do that. What am I gonna tell these people? Right? And that's kinda where we get into the psychology of what we talk through today. So, Yeah. I know. And this this is great because, right, it's it's it's you know, you you wanna have that opportunity to be able to communicate to that customer. You know? So first, if they're responding to a mailer that you've been hitting them over for the last ten, it's like jackpot. Like, your your your ability to be able to convert that lead skyrockets relative to whether or not you obtained that lead through, like, a PPC or a or a Zillow lead or whatever the case may be. Like, these people contacted you. Like, you've, you know, you've became that magnet, that conduit for that person to reach out to you. So you've already, like, have broken through certain barriers. But then there's this other notion that you kind of, you know, touched on, which is this this concept of, like, planning your flag into a new sphere of influence. Right? Because maybe the audience that you're sending that message to may not be the person who's gonna ultimately reach out to you to purchase or sale. But guess what? They may know somebody, but because you're so engraved in their head, you know, if someone's looking to move into maybe their subdivision or in the local market that they currently live in, maybe from out of state or whatever the case may be, you know, they're gonna recommend you. Right? Because that person may not know anybody, and you're just programmed to be that person at the tip of the tongue for that person that you've been mailing frequently. You know, going back to the Morgan and Morgan example, if one of my buddies got into a a a an accident or or a slip and fall or something like that is, who would you recommend? I don't know. Call Morgan and Morgan. Like, I'm I'm gonna give like, I'm gonna spit their name, and they're gonna have the opportunity to be able to win the business. Now whether they win it or not is a different situation, but the opportunity will be there. Right? So at least be able to show your worth and now really create your value amongst the people, which is the ultimate goal with with the pieces. That's right. Okay, guys. Well, we're gonna go ahead and wrap it up here. So one thing couple key things I want you to to think about as you're you're thinking about how this could apply to your business. You don't necessarily have to use mailers. That's my recommendation. But, you know, you have to be at a place that you're prepared to do that. But there are things that you can do to get in front of people with the same concepts, right, which is how am I gonna show them and attach myself or make them think about me as a real estate need, you know, happens. And that comes with attaching yourself to real estate activity. It doesn't necessarily need to be your activity. It's just activity in general. Hey, guys. Interest rates are doing this. Hey, guys. This house just sold over here. Hey, guys. This house just listed. That doesn't necessarily mean that I sold it or I listed it. Right? You will get to a place where you can actually put that. You'll start to get that business. But until then, you can just call those things out, and it starts to brand you with real estate activity. Once you move from there, you then get to a higher level of expertise where you start showing reviews and, you know, like, start like, that's how you start to get this this snowball going. And then again, like what you said, when you are interacting, like, you think about, like, like, Zillow. Zillow is considered the most trusted real estate brand on the planet. Like, there's all these surveys that show that the consumer trusts Zillow, the brand itself. And so what Zillow does is is they say, hey. You're curious about this house. When you click on it to go see it, you're trusting me to connect you with an agent that I basically have certified to say this person can see that house. Now Zillow may not really certify you. They may charge you, which is what we know that they do. But to the consumer, they trust that Zillow is gonna connect you with the right person to get inside that house. So they are monetizing the trust of the consumer through their brand. The same psychology happens when you mail directly to the consumer and they reach out to you because they've been seeing your mailers all the time. It's a completely different interaction. You're not necessarily having to build the credibility upfront. That is done. What you then need to do is show and execute on the the the strategy that you're going to do to to to help them with their real estate need, but it's a completely different type of sales. So if you look at the funnel, the sales funnel where someone's way up here at the top, hey. I was curious about this house. Do you you just happen to be the agent. I don't even know. You could be a like, they know nothing about you versus someone who's like, hey. I see this guy sell houses and send out real estate information all the time. I have a level of trust and understanding of who this person is. You're gonna come in way closer down to the to the funnel in their decision making process. So, figure out how that use in in your business based on how you advertise. If you're not doing any advertisement at all, you can do something as easy as printing out things and putting it in people's, you know, in in their door. If you're, of course, you're in a community where they allow that. Don't break any rules. That's not a great way to start. But if you do have a community you wanna be in and there's no solicitation, then mailers is the best way to go because you still have that same powerful effect, but you are not, you're not breaking any of those. So with that being said, I kinda wanna say one last thing. Today is Dave's birthday. My brother over here behind the camera always. It is his birthday. We were out last night. He was playing at the Jazz tasting. Him and his band did an amazing job. If you don't know, Dave is an incredibly, accomplished saxophonist and, has traveled with major artists like Al Green, and, and he showed up today on his birthday. He was texting me on on Thursday like, hey, man. If I go a little too hard tonight, will you forgive me if I don't show up? He did have all these issues today, so you still kinda lived in here. You know? You still kinda halfway there. That explains the backwards backwards flyers. There you go. But but he made it, man. So it's a happy birthday, brother. We we we love and appreciate everything that you do for us. So Happy birthday, man. With that being said, guys, I hope you have a blessed and prosperous weekend. We will be doing motivational Monday from Miami, and we've got some special announcements that we're gonna be making. It's also Robert's birthday tomorrow, and so we'll have a special motivational Monday, for for Robert's birthday from Miami. So hope you guys have a blessed and prosperous weekend, and we'll see you soon.