Winners Circle Real Estate Marketing Real Estate Lead Gen

Roland Frasier
Native Commerce | Digital Marketer
More Listings,More
Sales,Less Work
#WinnersCircle LinkedIn.com/in/RolandFrasier

3 Big Things + 1
• Growth + Scale Mindset
• Opportunities + Systems
• Leverage
• Case Studies

Roland Frasier
Growth + Scale
Mindset

What Caused You To Take Action?
• Saw The Opportunity– Literally Free Money On The Floor
• Believed It Was Real
• Believed You Could Do It – Just Get Up And Grab It
• Took Action – Actually Got Up + Moved Toward It
• Followed Through – Grabbed It + Put It In Your Pocket

• What Could You Do To Grow This “Grabbing Roland’s
Money” Business?
– Frequency: Come To Every Presentation I Make
– Transaction Size: Get Me To Throw Larger Bills
– More Customers: Find More Rolands Throwing Money
Growth Vs.Scale

• What Could You Do To Grow Your Real Estate Business?
– Frequency: Find leads + close deals more quickly
– Transaction Size: Close larger deals
– More Customers: Sign-up more listings and buyer’s
broker representative deals
Growth Vs.Scale

Growth Vs.Scale
• What Could You Do To Scale This “Grabbing Roland’s Money” Business?
– More People: Hire “Money Grabbers” To Help You Be Everywhere Money
Is Being Thrown Away From The Front Of The Room
– Add Automation: Invest In Tech Like A “Money Vacuum” To Collect More
Of It, Faster
– Build Systems: Create A Process To Allow You To Be Everywhere Money
Will Be Thrown From Stage At The Precise Moment It Will Happen

Growth Vs.Scale
• What Could You Do To Scale Your Real Estate Business?
– More People: Hire bird-dogs, setters and assistants to clone
yourself, expand your referral network
– Add Automation: Add auto-responders, auto-text replies, click to
call, messenger bots, CMA APIs, hire agencies to outsource ads
– Build Systems: Create funnels and SOPs to ensure all clients
receive a high quality fluid experience with your brand. Listing
acquisition systems, client referral systems, home selling systems

What Stopped You From Taking
Action To Grab Free Money?
• Did Not See The Opportunity
• Did Not Believe It Was Real
• Did Not Believe You Could Do It
• Reward Was Not Worth The Effort
• Too Much Competition
• Too Many Obstacles In Your Way

Let’s BreakThat Down?
• Many Of These Barriers To Your Success Are Mindset Based
– Did Not See The Opportunity (know trends, changes, watch data)
– Did Not Believe It Was Real (model those already doing it)
– Did Not Believe You Could Do It (mentor + model + mastermind + do)
• But Some Of The Barriers Are Systems Based
– Reward Was Not Worth The Effort (decrease effort or increase reward)
– Too Much Competition (differentiate)
– Too Many Obstacles In Your Way (change your positioning + location)

Fixing The Mindset Barriers
#WinnersCircle
LinkedIn.com/in/RolandFrasier
• Did Not Believe It Was Real
– Social Proof: Seeing Is Believing = You ARE the top 5%. Watch the
top .1%
• See Opportunity + Believe You Can Do It + Look Around Corners
– What TRENDS are currently impacting the market
– How can you MODEL the TOP.1% of agents
– Mastermind: Peer Group + Models + Hacks + Support
– Doing It Yourself Is The Only Way To Totally Overcome This

Roland Frasier
Opportunities +
Systems = Focus

#WinnersCircle LinkedIn.com/in/RolandFrasierSource: Move/Realtor.com Home Shopper Study 4th Quarter 2016

Use Facebook Giveaways
• Create a giveaway post and boost it with
$20
• Generate social proof through likes,
comments + shares
• Add ManyChat comment to message to
build a messenger list
• Each time this post ran,it generated 2
clients

Got A Buyer Who Needs A
Home In Low InventoryArea
Run Facebook ads to the area and the
neighborhoods your buyer is interested
in moving to.

Facebook Groups
Search Facebook for groups in
your targeted area
Join the groups that appeal to
you
BuzzSumo.com blog topics
Write a blog post
Post a link in the Facebook
groups that you joined

Target These Behaviors With
Segmented FacebookAds

Support Offline Campaigns With
FacebookAds

Facebook Live Video Opportunities

Help Them Overcome Impediments
1. Credit Repair As Lead Gen
2. Down Payment Assistance As Lead Gen
3. Creative Financing e.g. Lease Option, Wraps, Co-Investment
4. Explain Increased Optionality Strategies = Affordability
5. Facebook Live Video For Virtual Open Houses
6. Amazon Now Access + Uber Availability + AirBnB Friendly

Fixing Systems Barriers
– System To Know Your Numbers, Prioritize Your Time + Effort
• Too Much Competition
– Systems + Automation + Differentiation & Specialization
Overcome Competition. Skate Where The Puck Will Be.
• Too Many Obstacles In Your Way
– Reposition Yourself Systematically

Prioritize Your
Time + Effort
Based On These
Numbers
Target Income? $
Net Commission/Sale? $
Target Income / $ Per Sale = # Sales Needed
# of Sales Needed #
Offer Conversion Rate? %
(# Sales Needed) / CR = # Offers You Must Make
# Listings You Must Get #
% Of Appts. Lead To Listing %
# Appts Needed / % Listings Lead To Sale = Leads Needed
# Leads Needed # CPL = $
# Clicks Needed x CPL = Monthly Ad Spend
Monthly Ad Spend $

Prioritize Your
Time + Effort
Based On These
Numbers
Target Income? $400,000 $33,333/month
2% Net Comm. Per sale $8,000 $400k * 2%
Target Income / $ Per Sale = # Sales Needed
# of Sales Needed 50/year ~4/month
Offer Conversion Rate? 50%
(# Sales Needed) / CR = # Offers You Must Make
# Offers You Must Make 100/year ~8/month
% Of Leads > Make Offer 20%
# Leads Needed / % Leads Who Make Offer = Leads Needed
# Leads Needed 500/year ~42/month
# Clicks Needed x CPL = Monthly Ad Spend
@$10 CPL Ad Spend = $5,000/year $420/month

Fixing The Systems Barriers
– Know Your Numbers
• Now you know it’s worth it to go pick up a $400,000 deal
because that brings you closer to your goal of $33k per month.
• You also know to ONLY SPEND YOUR TIME on the things that
will move you towards your goals: Getting Leads, Getting
Listings + Making Offers.THOSE ARE YOUR KPIs.

Fixing The Systems Barriers
• Too Much Competition + Too Many Obstacles In Your Way
– Systems + Automation = Reposition Yourself
• Lead Getting Systems (Software + Messenger + Needs Specific)
• Offer Making Systems (Kaplan-Smith System)
• Conversion Improving Systems (Know Your KPIs,Track Them, Improve)
– Follow-Up Automation + Split-Testing
– “It’s Automated If You Don’t Have To Do It”
– Differentiation
• Specialization + Creativity + Trends + Needs Specific + New Economy + Become
A Real Estate Investor/Wholesaler

• Personal Life…
– Banking, yard work, honey-dos, meals, cleaning, laundry
• Business Life…
– Accounting, follow-up, lead gen, appointment setting, payroll,
advertising
• Eliminate Time-Wasting Distractions…
– Facebook, TV,Anything That’s NOT Your Super Power.Anything that
does not improve your KPIs
Automate Everything…
It’s Automated If You Don’t
Have To Do it

Roland Frasier
Leverage

Contribution/Replication Test To Determine Ideal Leverage Opportunities…
#1: What activity contributes the most to top line revenue?
#2: What activity contributes the most to margin?
#3: What activity contributes the most to profitable growth?
Facebook Messenger Ads  # Of Customers
Luxury Home Sales  Transaction Size
So… Do More Of #1,#2 + #3 And Replicate Wherever Possible
Lead-Gen Automation  Frequency Of Leads
Method #1

Method #2
__ Zillow Premiere Agent 1 = $2.60 (G)
__ FB Post Lux RE Pics, Link To IDX (G)
__ Which Is Better Comment To Msg (G)
__ Use ARs To Automate Follow-Up (S)
__ Ringless VM Expired + FSBO (G/S)
__ IDX Enable Your Site (T)
__ FB Look-Alike Your Client List (G/S)
__ Showcase Listing On Realtor.com (G)
__ “Walls Down” Social Settings (G)
__ Become A Redfin Partner Agent (G)
__ Become A Movoto Partner Agent (G)
__ Relo Leads From Natl Conferences (G)
__ Hire An Inbound Sales Agent (T/S)
__ Add Live Chat, CTT + CTC To Your Site (S)
__ Local Design + Interest Pinterest Boards (G)
__ Post Listings On CraigsList (G)
Benefits Key:
T = Team G = Growth
S = Scale F = FundingRapid Growth Leverage Checklist

Target COIs With Segmented
FacebookAds

Roland Frasier
Case Studies

MEMPHIS INVEST CASE STUDY:
Purchase Homes In DFW Market
(Custom Audience: Vacant, High Equity, Financially Distressed - Arlington, TX - 2107
records - appended phone and email to create audience)
POST  CTA BUTTON  QUESTION (YES TO INTAKE FORM)  APPT SETTER FOR FOLLOW UP
Start: 4/1/17
Spend: $107
MC Opt-ins - 220
Appointments- 7
Contract Signed - 1
Est Profit - $23,500
CPC - $107
Normal
Spend: $2000
Opt-ins - 200
Appointments - 20
Contract Signed - 1
CPC - $2000

KELLER-WILLIAMS CASE STUDY:
List Or Purchase homes in Mesa, AZ
(Custom Audience: Vacant, High Equity, Financially Distressed - Mesa, AZ- 906 records -
appended phone and email to create audience)

KELLER-WILLIAMS CASE STUDY:
List Or Purchase homes in Mesa, AZ
(Custom Audience: Vacant, High Equity, Financially Distressed - Mesa, AZ- 906 records -
appended phone and email to create audience)
Start: 3/20/17
Spend: $440
MC Opt-ins - 605
Listing Apps - 11
Listing Signed - 6
CPL - $103.96
Normal
Spend: $2000
MC Opt-ins - 90
Contract Apps - 3.1
Contract Signed - 2.1
CPL - $1000

Case Study:
Messenger For Listing Acquisition
$0.83 CPL  $27.50 CAC  $3MM Listings  $90,000 Revenue

Roland Frasier
Native Commerce & Digital Marketer
Thank You!
Slideshare.com/RolandFrasier

Winners Circle Real Estate Marketing Real Estate Lead Gen

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