Here at Smart Agents we give our members the tools they need to rule their market. We interviewed on of our members from the midwest about how he is using his books and other marketing materials.

Jonathan really went out there and pushed his books on people. If you’re a member or not, this is what you need to do with any of your marketing. We touch on how our books pushed and affected some of his leads negotiation tactics as well as referrals.

Edited Short Version

Transcript

Jonathan : I'm handing these out. Any time I see a for sale by owner, I'm stopping the car. I mean there's no way I'm not gonna do it. So this lady calls me on the phone. I'm driving home. This is last Tuesday. She says, "Hey, is this Jonathan ?" I said, "Yes it is." She says, "Are you the real estate broker?" I said, "Yes." She said, "I need to sell my home. We've been trying to sell our home on our own and we're moving to Arizona." I says "Oh. Are you available tomorrow?" I went over there. She's got the book there. I listed the house. It's a $300,000 listing. So, there's another case. So there's four of them. So I would say already that's $30,000.
Ben Curry: Wow
Jonathan : I probably have a $2,000 investment in you guys. But this one's gonna be another $300,000 listing. The list side of it's $10,000.
Ben Curry: It's a little over three hundred?
Jonathan : Yeah
Ben Curry: Okay
Jonathan : What I'm getting at is now you're talking about almost $40,000 of income just off of your little book. Within a year's time I have to spend two grand and I get $30,000 to $40,000 worth of income off of. I'll take that deal all day long. I take my book with on my listings, I will tell you that. It gives you credibility is what it does. Like I said, I listed three townhouses all in one neighborhood.
Ben Curry: Each was a different owner? Or all the same owner?
Jonathan : All different. Different owner.
Ben Curry: What did you do? How did you generate the leads? Or how do you know they want to sell?
Jonathan : The first one I got from the book.
Ben Curry: Okay
Jonathan : I dropped it off. I handed it to her husband.
Ben Curry: Was it a FSBO or expired?
Jonathan : It was a FSBO.
Ben Curry: Okay.
Jonathan : I just said, "Hey, I just listed the house down the street. I see you're selling your property. I have a book on how to get the most amount of money for your home." And he took it from me. Four or five months later his wife calls me and she says, "Hey". She actually owned two townhouses but she was selling one of them. She actually knew a lot of people there. It was a group of townhouses, a subdivision. Actually she's referred me out to four people already. Five people.
Ben Curry: Holy-moly
Jonathan : I actually have another guy's townhouse I have to sell. He just isn't ready yet. He has tenants in there. I was supposed to have it listed already, so I'm gonna list that probably in about two or three weeks. That's from one person, but I have to attribute that to the book, because without doing that I never would have talked to that lady.
Ben Curry: Do you think the book made them more likely to refer you to the other people?
Jonathan : Absolutely.
Ben Curry: Okay. Okay.
Jonathan : Without a doubt Actually this lady, she just moved to Florida.
Ben Curry: Oh, wow.
Jonathan : I'm upset because she moved because she's one of those people that refers you out.
Ben Curry: What was it that you said when you knocked on the door? How did you put it? Because you put it so well.
Jonathan : I said, "I see you're selling your house by yourself. This book teaches you how to get the most amount of money for your house."
Ben Curry: And you said, "Here's a copy of the book, would you like a copy?"
Jonathan : Yeah. I handed it to him.
Ben Curry: And you didn't say, "I wrote this book, I'm the best." You just said, "Hey, here's a free book that shows you how to sell your house for the most money. Would you like a copy?"
Jonathan : Right. That's it.
Ben Curry: There you go. And you didn't say, "I wrote the book. I'm so smart." Just, here's a book, I'm here to help you out.
Jonathan : No
Ben Curry: Now whenever you're driving around and do you see a FSBO you just stop and knock on the door? See if you can give it to them or you just leave it at the door?
Jonathan : I've left at the door with the plastic bag with the letters before. I've sent them out. I think this is where the one I just got, she came from that lead gen off of a Facebook ad. A paid ad that I was doing. And I probably just looked. I'll look and see where the property is and if it's in the price range in the area that I would like to target, then I'll send them the book.
Ben Curry: You'll mail a copy to them.
Jonathan : Yeah. I send it to them. Now actually, the size of them is nice, you can throw it in an envelope for like a buck.
Ben Curry: Mm-hmm (affirmative)- that's true. So you've got four listings off of that one FSBO who referred you. Have you gotten any of the listings from the book besides those four listings?
Jonathan : That's one, two, three, four. I'll have one. We just haven't done it. I've gotten a number of them off of when I bring the book with, but not any more than that directly tied to it.
Ben Curry: Okay. But do you feel you've probably gotten a better conversion on other listing appointments you had because you brought in the book and you gave it to them right at the beginning?
Jonathan : Without a doubt.
Ben Curry: Okay.
Jonathan : There's no doubt about it.
Ben Curry: Okay.
Jonathan : Confidence. Like you said, it changes the whole dynamic of the appointment. I go through my listing presentation. But at one point I'll say I have this book that I wrote, on how to prepare your home for sale and get the most amount of money for it.
Ben Curry: And you just said-
Jonathan : They've already saw-
Ben Curry: Okay
Jonathan : They've already seen the book sitting there. It's got my picture on it. They're already looking at it like, what the heck is this?
Ben Curry: So, it's like you subtly pull the book out. You don't tell them what it is. It's just sitting there. And they are like-
Jonathan : It's just sitting there.
Ben Curry: Ah, that's genius. By just letting it sit there, it's like this question in their brain that they have to think about the whole time. Like, what is that? Is that real? Did this guy actually write it? What...and then when you-
Jonathan : Right
Ben Curry: I bet you that builds their curiosity a lot. Because they are sitting there like, what is this book? Who is this guy? What's really going on? And then you [crosstalk 00:05:38] finally-
Jonathan : I don't say I'm an author. I don't say anything like that. I just let them look at it.
Ben Curry: Okay. Let's say we're sitting there and all of a sudden I'm like, "Jonathan , what is that? Did you write that book?" What would you say to that?
Jonathan : I'd say yeah. It's a great book that I wrote. It has all kinds of helpful information on how to get the most amount of money for your home. And sell it quickly. That's what they want.
Ben Curry: Yeah. That's true.
Jonathan : They want the most amount of money and they want to sell it quickly.
Ben Curry: Yeah.
Jonathan : "But what do you mean?" It has things in there. What to do and what not to do. What should you spend. Should we be putting new carpet in or should we be just getting the carpets cleaned. Should we paint this room or not. I said, "As part of my service, I'm gonna go through your house and we're going to go room by room and I'm gonna tell you what to get rid of-
Ben Curry: Mm-hmm (affirmative)
Jonathan : To get ready for sale. What kind of clutter and so on and so forth.
Ben Curry: Yeah. We went back to that one thing. I've talked about this myself and I have seen it happen myself where they keep the book and they mark it up. Who was the seller who had the book and she marked it up? Was that the FSBO? The first one?
Jonathan : The first ones. I gave it to her husband and she's about sixty-five years old.
Ben Curry: Okay
Jonathan : Very smart. She's an engineer.
Ben Curry: Wow
Jonathan : Great lady. And she referred me out. She referred me to this one guy. And she said, "You better go get Patrick, he's moving to Florida, and you better go get him." And I called him up and he says, "Hey, I got an appointment with so-and-so tomorrow." Now, so-and-so is this realtor in town, that approximately half a mile from their house, from Patrick's house, is a billboard with him and his beautiful wife on there saying the nine gazillion homes that they've sold.
Ben Curry: Wow. Okay.
Jonathan : This is a Friday night. I can recall [inaudible 00:07:31] I go there, I said, "Listen. You need to listen to me anyways. You should listen to more than one realtor anyway." He goes, "Okay, you can come over." All I do is set the appointment. You know that-
Ben Curry: Yep
Jonathan : Of all things, you want to set the appointment. I got the appointment. He said, "You can come here at 06:30." I said, "all right". I went there at 06:30. I go there. I can tell he's packing up. He's getting ready to go. He's really wanting to leave. I have the book with me. Of course, I have this book with me, right?
Ben Curry: Mm-hmm (affirmative)
Jonathan : I tell him how much I think his home is worth. I told him I thought it was worth around $200,000. And our prices have been depressed up here, but they're starting to pick up. He's like, "Wow." He goes, "I've got an appointment with Tony." I said, "Listen, I will call and cancel that appointment for you." I actually did that. The guy was not too happy.
Ben Curry: That's awesome.
Jonathan : [inaudible 00:08:28] ten o'clock at night. Anyhow, I listed his house. I'm leaving there and at 10:30 pm this other lady calls and said, "Hey, I want you to list my house too."
Ben Curry: Wow
Jonathan : "Melinda told me that you were out here." I actually listed both of them in the same night-
Ben Curry: That's awesome
Jonathan : From one referral from this other lady and I still hadn't listed her house yet.
Ben Curry: So, when you go to this engineer's house, you see the book and she's read through it and she's marked it. How did she mark it up? She highlighted it? Or underlined it? Or what?
Jonathan : She had highlighted it and she had markers in there.
Ben Curry: Oh my god.
Jonathan : Like the little tab [crosstalk 00:09:04] markers-
Ben Curry: Yeah
Jonathan : Pages. And she was reciting pages to me and I'm thinking I better read this book now. Anyhow, it's comical but it's yeah. It's powerful. One of my best lines that I think I've gotten from you guys is where it says when they counter. When somebody gives them a really low offer. I think I got this from you guys. I think it's in the book. But we tell them, "Hey listen, my seller appreciates your offer but they ask that you would make a real offer at this time.-
Ben Curry: Mm-hmm (affirmative)
Jonathan : And they reject your offer." Opposed to, I used to just reject them. And then they're out of the game. Because people-
Ben Curry: Get offended. Yeah, they get offended.
Jonathan : Yeah.
Ben Curry: Yeah.
Jonathan : So we reject it, but say that first and I'm telling you it has helped to sell a number of homes that way. You guys give tons of value. It's not just like...I can't stand like the hype guys. They had a girl in my office. She was spending like a thousand dollars a month with him.
Ben Curry: Oh wow. On coaching or something else?
Jonathan : Yeah, it's crazy. Oh it's on coaching. I'm like, are you kidding me? Then she quit after five months. She goes, "I can't afford this stuff." You guys have great customer service, I know that. Actually, I did get another listing, now that you had me think of it, directly from the book that didn't sell. I had it listed throughout the winter. It was the first one I got and I went there and she had the book too. And pages were marked. They lowered the price ten grand on me and they sold it like in a week in February when the market, you know-
Ben Curry: They sold it with you, or with someone else?
Jonathan : No, with someone else-
Ben Curry: Ugh
Jonathan : I told them, "We gotta drop the price." "We're not dropping the price."
Ben Curry: Yeah
Jonathan : Listed it with someone else. But I should've set it a lower price to begin with but [blank 00:10:57 to 00:18:15]
Ben Curry: Was that an expired or FSBO or what kind of lead was that listing?
Jonathan : That was just a...that was...I sent them that book after they went on one of my Facebook ads.
Ben Curry: Okay
Jonathan : It was a Facebook ad and they'd never had it for sale yet.
Ben Curry: Okay. I see. Interesting. If you get the time, the virtual assistants in the Philippines, they're real good at basic stuff. Here's your script, here's your leads, call the leads, send me any people that you talk to that want to sell. I know people could train them on how to do closings and follow-up with your listings and all that stuff. I've never done that. It's not as leverage-able. It's not as simple to do.
Jonathan : No, I wouldn't want that.
Ben Curry: Okay.
Jonathan : But I'll try that more with the...cause I'm gonna order a bunch more books