Expireds Guide - Authorify

Chapter 5: Cultivating an Expired Marketing Process Why do you need a process? 1. You need something you can scale. It's one thing to create a one-hit wonder and question whether the magic will ever happen again — it’s another to have something you can scale so it continues to grow your business. 2. You want something you can easily repeat. If we can’t easily repeat something, we aren’t likely to follow through with it. 3. You want something that can be improved upon and tweaked if it stops working the right way. And, of course, your process has to be profitable. Otherwise, what’s the point? So there’s no doubt that a steady process is important. If we don't have a process and something stops working, we are pretty much out of luck, since we had no idea what WAS working in the first place. Identify Your Leads In the first part of the process, you want to identify the leads, the area you want to serve and the prospects that are a good fit for you based on their pain points. These are three things you must be able to identify to successfully generate listings over and over. If you're just blindly trying to chase every rabbit, you're going to end up with no listings. So how do you identify and qualify your leads? Maybe you’ll mail them a letter; maybe you’ll make a phone call. Text is another way to reach out. Always keep in mind, no matter which method you’re using, it takes about 11 touches to generate a listing. But to do this on a regular basis and avoid contacting people aimlessly, it helps to build up a file and build out a follow-up process in your CRM specifically for expired leads. You need a process so you can seamlessly repeat it in the future. Depending on which CRM you’re using, you may be able to auto-send texts or emails at certain times for certain leads, which can simplify your process. Most times, you can find an application that will integrate with your CRM — for automated texting, as one example. Now, don't overthink shopping around for a CRM — just pick one that feels natural and user-friendly for you. And if that’s a piece of paper and a pen, go for it! An agent I talked to the other day literally had 50 leads written down on paper, and he would check them off as he called them. Maybe you think that sounds laborious and old-fashioned, but he ended up with three listings in 60 days, and he had another three deals in the pipeline, as well. It just took him following up