There’s 2,000,000 fewer listings sold this year compared to 2017-2019 and 30% fewer active listings.

“Good markets create bad habits. Bad markets create good habits.” - Jimmy Mackin

If we look at any down market. 2020. 2008. etc.

The brands that won took advantage of the market and won big.

Rates are dropping. Election is coming. Q4. No one knows what will happen.

“Predicting rain doesn't count. Building arks does.” - Warren Buffet

I believe this means that no one cares if you can predict the market. The only thing that gets noticed are those who take action.

Today, I have a special playbook with proven marketing strategies and a breakdown of how you can build a local media company to win more listings.

Let’s keep building

— Andrew

Playbook

If you don’t know Jason, he’s a marketing genius.

He’s been creating videos since before 2016.

This has landed him on some of the biggest stages because his marketing just works.

He stays in tune with what’s working & executes.

So I wanted to show you just a few of his marketing strategies that have directly won him $1M, $3M, and $4M+ listings.

Before we get into a few of them, Jason mentioned if he was starting over, this would be his exact content playbook (and he’s actually executing it now, too):

Jason’s #1 advice for anyone getting into content:

The other new platform he launched was his inSanDiego Instagram.

So what’s he posting?

Here’s a few examples:

• Local news and events: "Talking about the news, we got the Clippers G league team coming to San Diego. So local news stories…"

• Real estate market information: "Breaking down the 5 most expensive zip codes in San Diego you want to move to..."

• Neighborhood spotlights: "Why I love Kensington. It's close to the Trader Joe's. My kids go to school here. If you go the back way, you can actually cut two minutes off your commute…"

• Listicles and "best of" content: "Just do listicles of the best whatever in your city. And that's a plethora of content. Do different topics, pros and cons, things I wish I knew when I moved to San Diego..."

So, as a selling agent and team lead, how does he film short and long-form content without overwhelming his time?

Batch filming is the secret to save time and get leverage.

While content is great, you’re probably curious how this actually results in business?

In long-form videos, you have way more time to build trust, so people will reach out when you ask for business (long-term).

You can’t expect to launch a video and get leads and calls on day 1.

Google, which has more data than anyone else, found the 7-11-4 rule:

• 7 hours - engaging with your content

• 11 touch points - coming in contact with you 11 times

• 4 channels - the more different channels people come in contact with you and consume your content increases your chances

Content is like real estate.

It’s an appreciating asset for your brand and business.

However, sometimes you need ways to generate listing leads & appointments.

So here’s a few that’s worked for Jason:

Content (media) wins listings.

However, here’s a few intentional marketing strategies Jason’s leverage that you can use to get listings:

Jason has used the “I have a buyer” campaign countless times.

Many have worked to land him deals.

This one in particular landed him $4,000,000 listing.

Another new one he’s using is a farming postcard 3.0:

Since Jason moved into a new area, he has been marketing to his local area to build a farm.

For anyone who doesn’t know, a farm is just a place where you can plant seeds, continue to water them, and eventually, they will become fruit.

This specific campaign involves:

• Postcard about the market with a QR code

• QR code to a custom landing (website) page

• The custom landing page has a private market update for the specific neighborhood only

• Form for them to enter their address for a home value

The reason this works is relevancy.

General market updates are too broad for a homeowner to really understand.

One that is neighborhood-specific creates a closer connection (relevancy).

These are all great for new people, but how can you re-engage your database?

This strategy is called the mortgage rate alert update.

Any real estate news that benefits the consumer is a time when you can keep them updated and provide value.

Ex. home equity updates.

This one specifically produced 19 new real estate conversations for Jason.

As you can see, these marketing and sales tactics can’t really be automated and require a little more work.

“Do things that don’t scale.”

As Tom Ferry says, “run plays that work.”

You can scale those plays.

When 1 play works in email, mail, social, ads, video, etc. you can “land and expand.”

Then it just becomes building systems and support to scale it.

If you want to dive deeper into Jason’s playbooks then check out his podcast on Breaking and Building Leaders!