Transcription
Sellers are seeing five to 10 of your competitors the moment they opt into your ad. The question isn't whether you're getting leads. It's whether those leads trust you enough to pick up the phone when you call.
In this office hours session, I broke down the full pre-selling system. Everything that needs to happen between the opt-in and the sales call so your closers aren't starting from zero every single conversation. Let's get into it.
All right. In this office hours, we are going to cover something that a lot of marketers are not going to teach you in the real estate space or they don't even know about to be honest. So, I'm actually going to cover how to make people to show up more to their appointments and how do we how do we make people to actually be more bought in into your service into your product? Um, in this case selling the house to selling the house to you before they ever talk to you. And if they do talk to you, they will have a a much higher level of awareness and consciousness that you are the right person to actually, you know, take care of this issue, right? And um the reason why a lot of people don't do this because they they don't know how sophisticated the market have become um in the last three years, four years where the algorithm of Google and Facebook have changed so much. Well, sellers have become a lot more aware of what is going on in the market and you know, obviously the news media and all that stuff and they're a lot more aware that there's a lot of companies that can help with buying houses and there is a lot more companies that are putting ads out there. Even even though they're not the best ads, there are a lot more companies that are putting ads out there and that makes them see a lot of your competitors on the screen. Makes them see a lot of competitors on Google as they search or on Facebook as they search Instagram as they do like scrolls and whatever, right? So every single time that you they opt in into an ad whether it's like Google or Facebook and Instagram they will see like five to 10 other competitors right after that. So if you guys have ever uh noticed that if you are opting into a coaching program or maybe a I don't know a health product or shoes or whatever what was before is that uh this these platforms will keep you one or two competitors right after but and then they will show other products based on algorithm but now since the last update of Andromeda for example on Facebook and Instagram. If you go to Google and you search for something then and they and then they go back to Facebook and Instagram, they'll see the same type of product and the the competitors of that product over and over and over and over and over and over. So will be they opt in once and they'll see the first ad after it will be a competitor of yours. The next ad after it will be another competitor of yours. the next ad after it will be another competitor of yours and so on until until it optimizes for as many conversions as possible. And uh what this causes is a problem of oversaturated knowledge and uh essentially super highly aware people that are aware of what's going on of the options of the market and now they're being bombarded by different options at all times and making the trust levels a lot lower because they see so many options that they stop trusting. thing um that there is only one person that can actually help them. But how do we actually fix that? And how do we actually like make them show up to your appointment if they opt into your calendar? How do we make them pick up the phone? How do we make them uh be more bought in into your product when you call them or when they show up to the appointment? So, we're going to cover all of that today because there is a there's a method to these madness and we can always uh figure that out. But essentially, and I covered this last week, um we need to understand what is the entire click to close uh process.
So, as you guys remember last week, we covered the click to close journey and what it does. I mean what what needs to happen in marketing before uh we you know we get them to see our ads how it all works and if you guys haven't watched that video I created a video I uploaded on on on YouTube and how we need to essentially attract the right individual uh using the right marketing angle and the right uh lingo and language and essentially understanding that there is a specific ICP and buyer persona that will be compelled to your message and then they go to a another set of like like they go through a funnel where once you get their attention and they go to your funnel they opt into your funnel. Uh again, they will they could come from any different different from any marketing channel. You you're going to make them opt in and this is all called the pre-selling process. They have not actually being sold just yet in your product. And at this point, once they opt in, this is where they start seeing a lot of more competitors from the same product and the same service. In this in your case, you'll see they'll see a lot more cash offer ads. They'll see a lot more buy your house, sell your house. They'll see a lot more of that. So, the biggest differentiator here, it's going to be something called um the VSSL and video, you know, video sales letter and the ecosystem that you create around it. So right after they opt in, you want them to essentially like consume as much content of you. So consume as much as 7 to 11 hours of content in order to help them make a decision. This is a statistic done by Google by essentially evaluating multiple CRM, multiple data points after someone opts in of how long they actually take and how much they actually take in order to do a buying decision or in this case selling the house. So, it's 7 to 11 hours of content. So, last uh video I talked about how everyone needs to have a YouTube channel in order to uh now build a lot more trust, but we're going to dive into the details of how we make people to opt in, book an appointment, show up at a 50 to 70% 50 to 70% appointment uh show up ratio and um and then there will be more bought in so that in the sales conversation. You guys are not pulling teeth, but rather you're just solving their current issues, but they're more bought in about you and your service. Right?
So, going back to the funnel, someone opts in, they get scored with the lead scoring system. They book an appointment potentially about we want about 50% of people to book appointment at minimum. And then you you hit them with a value dense content with emails and text messages. And you give them a thank you page that that serves as a credibility package. That landing page will have a video sales letter that would cover the six main desires and cover the the main objections that they would not normally have as well as case studies, testimonials, and free resources. And we're going to cover that. We're going to see that in a minute. And then you're going for the sales part, which is you're calling them really quickly either to do a triage or discovery call. And they're they're supposed to book a call with a closer obviously, right? If they do book a call with closer, but since we need to have speed to lead, I'm going to put that here. Speed to lead. During the speed to lead session. That's where we want to ultimately uh start our first conversation to either triage the person or book an appointment or potentially if your closer is the one doing the speed to lead potentially do a one right but during this time there's a few things that could happen to make your conversion higher. You do speak to lead. You do a triage call. The triage call is basically a full discovery of what's going on. You you uncover all the obstacles, finances, decision making, urgency, trust, and then you send them to an appointment with your closer or acquisition where you make them you make them actually watch a lot more content before they ever talk to the closer. Right? So if the case that they didn't they do not book an appointment they'll you'll do speed of fee you'll do a triage and then potentially book it with a closer and that you know the best one will be like the same day type appointment right now uh if they do book an appointment you want the appointment to be directly with the closer so that you trash and then make sure that they are where we are aware of the obstacles and make sure that they still receive enough content before they they talk to the closer. So, we're going to talk about that content that needs to happen right after the opt-in and the content that needs to happen before the, you know, they talk to the closer, how you're going to essentially reinforce their decision-making process, right? So, I call it the homework or the pre-demo or the pre-offer, right? The pre-pitch, right? And it's it's a high value dense content that needs to happen uh for them to be more about it.
Okay, so here's a few best practices checklist for generating high quality motivated sellers that actually show up to the appointment. So I'm going to go over uh one by one. So front-end funnel optimization, we need to make sure that they're messaging with the pain points that people have. So for example, avoiding foreclosure uh in her property uh or different type of um challenges that people normally have are obviously in the ad, right? So all the messaging needs to match the ad copy, the landing page, confirmation page, and all the follow-up emails need to essentially solve some sort of promise or issue that they currently that that that we're we're telling them that we can solve. So this is why it's important that whenever we we have people in the front end, let's say they do come in and we know the pain, for example, they're they're looking to avoid foreclosure. Let's just say that they choose that pain point that the messaging, the copy that we send them after needs to have avoiding for closure. That's the landing page, confirmation page, follow-up emails, right? that helps them solve that specific issue. Right now, obviously, if you guys were coming in here for, um, uh, Brian, I know you got a you got a question Ryan there. You got a question real quick. >> Yeah. Uh, related to what you said there, it makes a lot of sense to have the ad. You were trying to target my favorite too, foreclosures and probates, right? Divorce lead is like, >> you know, whatever, but foreclosures and probates. So, you have a a campaign specifically targeting foreclosure people. Then you have to have different landing pages for each different campaign >> or do you have like spinner words that knows what they're searching for and then the landing page changes? Like how do you do that in practice? >> Yeah, for sure. So long story short, basically what you do is you you can play with the condition and logic of your forms and as as soon as you uh get the information if let's say someone has given you the pain point of avoiding foreclosure you can send them directly to a landing page that has a lot more wording about that situation. But there could be. >> Okay. So, after you've captured them in the lead form and then if they enter foreclosure in in the landing page, then they go to the foreclosure page that's got all the foreclosure content. >> Yeah. So, uh let let's map it out right right here. So, for example, >> from the right from Google, depending on their search term, they would go to a different website. >> Yeah. So um you know this landing page that I talked uh well last last week or two weeks ago I talked about a landing page that is basically your um it's going to be your your credibility package right let's call it like that. So this landing page essentially which tells you okay so these are the next you know next steps for your home buying process and then we tell them okay you booked an appointment watch this and then in the frequently asked questions for example we can just put specific things about foreclosure right and then in this video we talk about how we also help people and foreclosure and in this in in the in the headline sorry not in the headline But in the um uh where is it? Okay. So in the frequently asked questions, you want to be able to put you want to be able to solve as many pain points and you want to to able to solve as many obstacles. Now I just copy pasted this one from uh remote Latinos. So don't don't mind mind this. Uh but you want to be able to you solve as many frequently asked questions for that specific demographic. Now it it could get complicated if you have different landing pages. So what I prefer to do is that um right now we're sending people have different pain points. We're sending them to one landing page and that landing page will have different frequently asked questions that solve different pain points. So but people will be able to choose to watch those specific videos about those specific pain points. All right. Now, uh, the way that you the way that I the way that I have it, and I'm going to show you real quick here. Um, I think it's this one. All right. So the way I have it right here is we got your questions answered and then these are going to be the pain points, challenges or objections that normally have. So it's a in this case a two columns, right? Two columns right in here that is answering a few questions that they normally would have. Um, and I'm all I'm all times telling them in this video how we're solving that specific issue. So this video right here that is long, you know, long long enough is solving this specific issue. It's is telling them how we solve that specific issue. Now, this VSSL have a specific um framework that you need to follow in order to get them to stick to watch the entire thing. But we're also breaking it down in here in the FAQ area. Now, there's many ways to break down FAQs. You know, you can do it like one list, you can do it three columns, you can do it two columns and so on. But this is value dense information that people will need. Uh the best thing to do to be honest if if you were to be, you know, putting some time into it, as soon as they opt in, then there will be there'll be different different pain points, right? So let's let's see. Let me put them in here. So as soon as they opt in, there'll be different pain points. Let me just go there's an example. So you got, you know, foreclosure, you got inherited, you got divorce, right? You got um probate, you got, you know, health issues, you got um financial constraints, right? Well, there there's many different pain points that we can put together here. The best thing is that in the optin in the in the actual form there is a conditional logic right that sends them value dense content here. So value dense content emails text messages and it has a workflow for that specific painoint that you're covering. Right? So you're essentially helping them solve that specific issue, right? And then also of course that is going to include showing them a landing page in in in that in that sequence that solves that specific issue. Right? So that's that's one part of it. That's a small part of it, you know.
All right. Let me continue here. Um, all right. So, we got to make sure that, you know, the front end it matches what we're actually showing. And if we are going to optimize the landing page, right, the landing page, we need to make sure that we are, you know, if this we're still talking about here the the front end part of the entire marketing ecosystem, we got to be able to reaffirm the ads promise. So, for example, if we're promising something that everyone does, which is sell your house in 7 days, you got to be able to reaffirm it. But what's been working for us is that, you know, we're doing a much different offer than other people. So, we're not only saying that we can sell their house in less than seven days, but we can also we also telling them that we will outbid any other offer by over $5,000 or our offers are higher by $5,000 in average than any other, you know, investor out there. Or we can buy in different ways other than just giving them a one straight low cash offer, right? Anyways, and then there's a video sales letter that is ultimately going to explain how the process works and why it's risk-free. I'm going to show you some examples of of that. Now, this is like if you guys were to run your own ads, right? If you guys are doing PPL, then uh they should have this ones. If you guys are running your own ads, you should have this specific framework. Um, and I I'll I'll walk you guys through how the thank you page also has a video sales letter in order to tell them how things work in a more detailed way and covering a few of the pain points that they have like I actually have showed. We always got to have social proof sections. So, the best ones are actually um this this homeowner was here before and now this homeowner is here now. And those are like videos and screenshots of testimonials that you guys always need to have. And um and then ultimately what you guys want to do is in order for people to book an appointment, you got to make them feel that they're going to get something out of the call, right? So needs to be as frictionless as possible as soon as they're actually going to book an appointment. So, one thing that we do is that once they finish the opt-in process, they we want them to book an appointment, self book an appointment into our closer calendar. So, uh uh I'll show you guys essentially how it looks like. I'm going to go here and we have this one specifically real quick. So I'll show you guys as an example. So if I complete this form in here, let me see if this one is connected. There you go. So, we got to have a a next page that loads really quickly that makes it super simple for them to actually book an appointment. So, it's as simple as telling them, hey, your cash offer quick uh get your cash offer quicker by scheduling your exclusive offer call and um, you know, cash offer loading. We're we're adding a few uh we're adding a few uh scarcity and uh urgency uh features in here. And then here is the calendar of the closer so that they actually booking a specific appointment. Here we can further qualify or we can make it simple if we have asked enough questions prior to this. But here we can further qualify. But the reason why we're doing this is because we want to make sure that they are more bought in and they have a higher intention. They have a high intention because when people actually book an appointment, they mark it in their calendar and they have it there in front of them. Right now, they are a lot more uh incentivized of actually talking with someone, right? So, they fill out this form. We want to make sure that this is sticky based on the answers that they give us so they don't have to like fill it out again. And you can leave a lot of these questions actually as optional. But with if you guys have a some qualified questions, qualifying questions that you guys want to ask like for example, what's the minimum amount of cash offer that you're willing to take or how are you flexible in your asking price and how would you like to sell like how soon you like to sell your your house and you want to ask it and make it as a must. You guys can do that in order to, you know, further qualify this individual so that you have those notes for the for the appointment. Now, after they book an appointment, that's where the thank you page comes in. That's what we take as a credibility package, which I'm going to walk you guys through that.
Okay. All right. Let me go here. So um in the form it's normally seven to 10 questions ma max max max um got to keep the friction balance enough to show that you're serious but not overwhelming to people and uh you know essentially avoiding dumb friction questions. We got to make sure that we do pain-based questions. Now the conditional logic actually comes from the uh the it comes from the features itself. So for example, go ahead high level or type form or many other different form uh features form p uh form apps actually have conditional logic. So you want to use that conditional logic as you ask the question for example of your motivation to send them specific things in a workflow right right after they opt in. If you're getting leads from let's say PPL like tell the PPL provider to map out the motiv motivation to your web flow sorry to to your web hook. All right. So the motivation needs to be mapped out to the web hook. So that way you can check the motivation and then ultimately send specific material to that to them. If they are doing PPL, if you guys are doing PPL, then you can't necessarily show them a thank you page, but you can do a text message follow-up and email follow-up. And in that text message, you can send them a specific short link of your credibility package, right? And also in the email. And then in the email you could you could have sequencing and sequencing of value dense content about that specific painoint that they actually opted in for. If they opt in for like let's say other sometimes people answer the motivation to be other then you can just give them a general generalized um value dense content. All right. So um and then you ask intent-based questions. Obviously, this is what we do in the front end, but in the back end, which is this is what does a lot of the pre-selling, we got to be able to do a lot of um let's say uh activation points before they talk with us and hopefully instantly uh in the same day that they actually like opt in so that they have enough information, enough knowledge of us that it's it's easier to have a conversation. So when we call them and they don't have your phone number, but when you call them, they're already hyper aware of what company we are talking about, right? So we're going to have this confirmation page, right? This is where we talk about uh the the pre-selling system, right? So the pre-selling system ultimately compounds all of this right here. pre-selling process. It it it contains the value dense content, emails, text messages and the landing page. It it also contains the case studies, testimonials and free resources. And this uh can be transformed in uh in a set in a in a PDF in a landing page uh and also in a video which you can include the video in the landing page. So let's let me walk you through this. So, in the confirmation page, you want to be able to thank them and confirm the next step. So, that's why in here, where is it? Um, there you go. That's why in here I'm actually telling them what is the next step and important things that they need to do right here. Then, we want to be able to add an urgency video. So explaining why showing up to the call is crucial or in this case if if they have not booked an appointment just yet. Well, why essentially watching everything below that we're going to send them is crucial for any call that we're going to give them, right? Um and obviously like if you if they already booked an appointment, then you telling them, hey, you booked an appointment, great. Let's make sure that you're prepared for the appointment by watching the material below. If you have not booked an appointment just yet, uh we're going to give you guys a call uh from a number, X number, whatever. And there is some crucial information that we need you to watch prior to this so you are fully educated and fully knowledgeable about how we do things and what is what's in it for you, right? And this is where we actually uh could expand into a a more long longer VSSL. I'm going to I'm going to going to show you guys how I actually have it set up. Then after that, the FAQs or let's say breakout videos. It could be a three column, two column or list of normal challenges or normal objections that they not actually show uh come up with about their specific pain point and about specifically them selling the house to anybody, right? So FAQs essentially could be like, okay, my my house is in foreclosure. How are you going to make sure to sell it, start to buy it? Right? and then you can answer that. Um, and then questions like, okay, what's going to happen in the call? Do I need to clean my property first? How do I get paid? Do we need to, you know, do we need to really use a realtor? Uh, are you going to um are you going to help me move uh if I need help move moving out of state or if I need help moving because I don't have anywhere to go, is this is this something you can help me with? like normal normal objections or normal concerns that people would actually have, come up with the list, put it into the breakout videos, add it as FAQs and actually create a video about it, right? >> So like are you saying like one a one or two minute video for each FAQ so when they click on it it's you explaining and overcoming the objection basically. >> Yes, 100%. And that's why it's also it's also good to have a YouTube channel because you can actually put that those videos let's say for example in here. Uh let me go back to the one that I had. You can put those videos into one sec. You can embed the video right here. This video for example. These are case studies and I'll walk you guys through that. But These are case studies that are in our YouTube, right? So basically when they're clicking on our YouTube and YouTube would nor you know normally recommend other videos that are like it. So this one is recommending another case study. then they'll be able to click on it, watch it, and if they are curious enough or they want to find out more, they'll find out your YouTube channel with all the other videos that you have with the case studies, testimonials, with, you know, the frequently asked questions and so on, right? So, that's why it's important to have it. Now, this breakout videos right here, the way that my team did it was a list. I personally prefer three columns or two columns videos but this one when I open it it's a video as well right now I personally prefer it like this three columns right I have you know we have AB tested a V ones I prefer three columns to two columns so that people can have based on the title can watch something specifically that they want to watch right like they can choose specifically which video to actually watch Right. So those those are the breakout videos. Then after that you would see the testimonials and more trust signals. So this could be case studies, interviews that you guys have done with your um you know with your clients, right? And that could be short clips as well. So, if you haven't done it, get in a call with your sellers. Um, get in a Zoom call and then just record a video with them, right? And then put it into your YouTube channel, um, and then embed it into that. Now, guys, like if you guys don't know how to do a landing page, I'll give you guys a template, but GoHighLevel now has the ability to create landing pages using AI. So you you only need to feed the landing page template basically and then go to Chaz P and say like Chaz P read this landing page. I want you to copy the structure the exact structure and I want you to give you give me the exact prompt for me to put into the gohighlevel landing page builder and then you copy paste in the landing page builder AI builder for go high level and then go high level will give you the exact landing page. You don't need to become like a landing page expert or you don't need to hire landing page expert anymore because you have AI. You can even build it with clot, right? But um you know I I prefer land you know high level and so on even though I use lovable and clot for landing pages at some point but anyways and um and then um at the end you could have you could give them a download downloadable asset. So you can create a guide for example here's an optional thing three-step guide for selling assets for cash. So, the downloadable asset could be a a button that goes to this document, right? Or it could be an opt-in form that allows them to download that and you will know whether they download it or not. But as long as you guys have this in your confirmation page, we call it the confirmation page or credibility page, right? Or this could be like the pre you know, free offer page. You can call it whatever you want to call it. As long as you have this, you'll be able to send that specific link every single time to sellers and add tremendous amount of value to them, make them understand that how you can actually help them specifically. And that way um and that way you have someone that have consumed your content a lot on board, right?
Okay. Let me actually before I go into the automated nurture system with value dense content, let me actually walk you guys through how this, you know, pre-offer video actually kind of works because I made it in here. I made for all my businesses and we make essentially we make every single appointment setter tell the prospect you need to watch this these videos and you need to actually do your homework before we get into a call because it gives you so much clarity about what we do how we do it and what's in it for you. So, but that way this VSSL essentially is positioned in a way that pre-sells our company in a perfect way, right? And addresses every single concern, addresses every single pain point and like keeps them engaged and watch more content. We also we also talk about the case studies. We also talk about the testimonial. But that basically this VSSL right in here that you guys need to create it only once will go through basically the entire credibility package basically right and and if it is done properly this watching watching that one video will pre-sell the entire uh will pre-sell all the homeowners on your company. Right. So, >> Estabbon, are you going to share with us uh one of these websites so we can watch some of these VSSLs and copy it? >> Yeah, 100% for sure. I will >> such an aha moment because I've been through other funnels like Remote Latinos or Acquisitions.com or whatever and you got to watch the Hormosi video. He overcomes all the objections before you have them. It's such a a a no-brainer that I get everywhere. I don't know why I never thought to put it on the wholesaling website. >> I don't think many operators are doing this. Everyone has the generic capture page and then that's the end of it. >> Yeah. Uh, I've seen the people there's some companies that are doing like three to four mil a month on on on real estate that they I I actually looked in their funnels and they do have those videos. But >> I mean they have like a large team. They already kind of like gone through the kinks and you know all that stuff. >> But a lot of them they do have those videos. Like they're very into branding. Like whenever you're in that size, right? Let's say you're doing three mil a year a month in in real estate flipping, wholesaling, all that stuff. their the their big play is brand because at the end of the day that's that's what it is, right? So the more you brand, the more people are going to feel like I actually know them. I can trust them. They're the right guys enough content of them. Now I do know that there is 10 different competitors after I click the ad. But them, they look legit. You know what I mean? Yeah. The other guys, they don't even have a website or that you never seen them before. When they recognize your face, then they trust you. >> Yeah. So, these are only points that you add to your sales process, right? Because like the pre-selling process or the pre-elling system, what it what it's meant to do is to remove as much um let's say indecision or fear before the call, right? remove as much fear, remove as much, you know, increase the trust, remove as many, you know, potential limiting beliefs that people have before the call with closer, right? So that way the conversation instead of like trying to gain trust in the call, you already have the trust, now you're just solving problems, right? In the call, in the sales call, right? Uh, >> I have one quick question for you about the um video testimonials for us nationwide virtual guys. I've got some finally got some good Google reviews, but I don't have any videos. I'll start trying to collect them. But, um, what what's your thoughts on having some actors to get some uh placeholders until we get real ones? Um, that's a little bit risky. You could do it. Um, I don't know if I want to recommend that, but I don't have actors in my in my in my testimonials, right? Because like I literally just call my clients and be like, "Hey man, like I know we just did something good and you would do me such a huge favor and other people if you give me a good video." Um, and if you know, if you're okay with it, I'll give you like a, you know, $30 Starbucks gift card or $50 Starbucks gift card. Just give me give me a really good video. Something like that. Right. And some people will do it for free, right? But do you have any homeowners to to call and they'd be like, "Yo, like let's, you know, let's help let's work something out here." >> Yeah. Yeah. I can get at least get a couple >> cuz like for whatever you're going to pay the actors, don't do UGC's. Don't don't don't do um uh AIS for sure. >> No, >> don't do AIS. Uh but whatever you're going to pay the actors, just pay it to the homeowner. You know what I mean? It's like I don't know how much you're going to pay the actor, but like give them give them a gift card on that. And some homeowners will be like, "Man, like you help me. Don't worry, I'll do it for free." You know? Um, like give them, you know, give them a Starbucks coffee or give them a like uh whatever they normally do in a day-to-day gift card, you know what I mean? >> Yeah. Yeah. >> Um, that would be the best. And then what you can do is just like get them on a quick Google Meet or Zoom and just do an interview. You talk about what was the result they got, what who is it that they are, what was it before meeting with you, what is it that they loved of the process and what is it working with you uh you know about working with you and how is it working with you and then uh whether they would recommend someone else, right? like do that basically framework on asking questions and see if you can get it that way. >> Yeah, I wouldn't >> I wouldn't recommend actors. What it did do though is that if if you have done favors to others, let's say loan officers, agents, other investors or whatever and you know and they know that you are such a trustworthy guy, right? Tell them, bro, like I need a testimonial for my homeowners to know that I'm a like I'm legit that like I I'm a real person. And, you know, ask them like, hey, could could you do a testimonial for me? You know, and then they'll be like, hey, man, I've worked with, you know, I've worked with Brian for two years. He's a standup guy. He's a great guy to work with. He's helped many homeowners in their situation. Like kind of like giving them giving you credibility. But I would do that cuz I did that at the very beginning. You know what I mean? >> Right. Right. You just until we have more. >> Yes. 100%. >> Yeah. Sounds good. >> Thanks. >> All right. So, um, let's go over that VSSL real quick. That homework video. Uh, just so you guys give you a lot more context, a little bit more context. This is nothing new. And in the in the online world of coaches, gurus, consultants, big companies, and so on, the good videos, good YouTube videos are also VSSLs where you think you're not being sold, but in reality, you're actually being sold, right? and good good company videos that allow allow their customers to trust them even more are really video sales letters. It's just that nobody knows what's the framework behind it. So, I'm going to explain it to you guys today. So the video that you guys embed on that landing page for example in here right for them to watch. It's going to be a video that first position positions yourself as the authority as the expert as the person that will give certainty transfer conviction and create familiarity. Right? So, in here, what you want to do is you want to make sure that you uh tell them that you're a real investor, that you've done this, and that you want to take care of them because they currently have an issue. So, most homeowners here come into the call skeptical and uninformed, and they've never sold a house to an investor before or they essentially being, you know, low balled many, many times. So they expect global offers, scams or high prefer high pressure sales. So this by giving authority, certainty and familiarity in the first three seconds will help you stand out a lot more, right? First three to five seconds. Uh and then you can, you know, do a a really good intro that takes, you know, 30 seconds about this and what's the authority you have, the certainty and the familiarity that you're going to solve this specific problem, right? So we're going to be pre-selling the process. Um so the first the first section is going to be like this expectation expectation control and ultimately uh setting a clear agenda of what's going to happen like essentially framing how they're going to go about watching the video and the next steps and so on. So setting clear call expectations filtering out unqualified or unserious homeowners. So things like for example make sure you go you're in a quiet place and have all decision makers present or you know have your spouse or have anybody that is going to help you make a decision on selling your house um so that we can have a really good conversation about this and then you're going to tell them why you're probably here. So you got to be able to build some empathy before we go into logical mode. So here, you know, this section is essentially to sell um the the idea that we're here to solve a pain, not do a transaction done. Right? So, um, we we want to tell them like if you're here, it's because you're probably going through a lot of difficult situations, uh, like being behind on payments, having inherited property, maybe you need to relocate, maybe you're trying to avoid foreclosure, and that's okay. We've had many different homeowners that come to us with the exact same situation and we've helped over a thousand homeowners just like you sell fast without stress or agent commissions and so on, right? And this one will validate their pain and the issues that they currently have because we want to start with pain. So if you're here, it's because you have this pain. And then also kind of like disqualifies the people that don't have a pain. So be like, so if you just want to sell a house just because you, you know, want to get rid of it, but don't really have a actual reason to do it, this might not be probably a work with. You may want to work with an agent. However, we do have a team of agents that can help you as well. uh in case you do want to sell it uh you know on the market just because you want to upgrade the house or whatever, right? Let's say for example. So you want to be able to disqualify people. But on you know if you do good lead genen obviously you're going to be talking mostly with people that are you know motivated for some reason right then you want to be able to talk about your credibility. So, this is transition I was I was just doing already like we've we've helped over 100 homeowners kind of sell their house fast and uh many of them have different type of issues like pre-foreclosure or they inherited a house that they didn't want or they had to go through a underlying disease that you know made them move out of state or whatever. Here you want to be able to add credibility. So in the first, this is kind of like two minutes of the video itself where you're going to be able to show authority, right? Um, so this section ultimately positions you as a specific uh authority or is this credible individual that they didn't know about, but you're giving them all your highlights. So for example, we've been in the game since 2019. We've helped over 150 homeowners. We have 50 testimonials or 100 testimonials in or 100 Google reviews in our Google review. We have, you know, 20 um what was this? What was this thing? Not Trustpilot, but you know, a BBB uh reviews. We have, you know, over 50 interviews with showing all our homeowners on our YouTube channel how they've been able to change their life with our process, you know, and that we do this every single week, right? So, you want to be able to stack as much proof as possible. This happens in the very first two minutes and so on, right? Then after that you want to talk about some sort of unique value proposition or unique mechanism that you normally use in order to solve this problem. So this is what a lot of people don't do and they never actually name or they never actually package their the their service or their uh process in a way. they just say like, "I'm gonna I'm gonna I'm gonna buy you a house." So instead, you could always be like, "So, we use our home buying uh partner method or we use our, you know, you can you can call, you know, you can call it something like, for example, this is an example. was like the homeowner freedom program, like the homeowner freedom program to help you sell your house fast cash uh fast, no hassles, no repairs. And a lot of the times we can also become uh we can we can give you multiple offers for the same house, right? So you essentially are creating some sort of unique mechanism that they've never heard of and it's unique to you. And this also um essentially puts you in a different category. It puts you in a category that okay this person is not like every other one that is saying we buy houses not like a generic buyer or something like that. It actually pro you know positions you as a unique solution provider. That is the real truth that we can do. And this is a way to market yourself at any given point. Whether that you're doing a YouTube video, whether that you're doing an email, whether you're doing a uh a pitch, right? Like if you're pitching, you know, use your unique mechanism or unique value proposition. It's like, wow, you guys are you guys are called the home buying freedom program and you guys, you know, do more than three offers. That's crazy. you've never never heard of that, right? So that's something that a lot of people are not doing. This is how you differentiate yourself. Uh then um you can talk about uh social proof. So after you've done the unique mechanism thing, talk about the different clients that you actually have helped. So go specific. At the beginning,
We talk about the credibility, which is like we've helped 50, you know, 50 clients, 100 clients, whatever. But in this case, you want to talk about specific clients. So, for example, go and give an example with Carlos. Carlos was a homeowner located in Maryland, and he had to uh he had to move out of state because his grandmother or his mother got sick. In that way.
Uh uh and when he came with us, he was getting so many low ball offers. He was not able to sell it on the market. He was stuck with the house causing them causing him a lot of stress. And we walking through the, you know, freedom home buyer program and he was able to sell the house in just less than 10 days. Not only that, we helped them move to Maryland by paying for some of his expenses and he was able to get back with his mother. Like that's just an example, right? So you talk about specific case studies again quickly result who they are, what was it before working with you, what is it that you guys did specifically the step by step and then uh why why they're happy, right? Like super quickly, very fast kind of talking about that testimonial.
Um, then you can talk about the specific step by step on how you actually work, right? So, a lot of people miss doing this or a lot of people only do this. But the thing is that this is where we become more logical. This is where in the video we essentially explain to them how the entire process works. So step number one, we evaluate your house. We go and visit, you know, their house to see how many repairs it needs. Step, you know, then we give you an offer. You choose the offer. Then we close. Then after you close, this is what happens. You know, you know, tell them step by step so they are essentially aware of a rope the roadmap that needs to happen. This way you don't have to like sell people on the process. You you just need to essentially sell people of like why you're the best one to solve this specific problem, right?
And then at the end there's something something called the risk reversal that removes fear of the unknown. So essentially what you want to do is you want to have a few slides saying okay um what if this is a waste of my time what if they lowball me what if I what if uh what if something right? So you do few slides talking about the different objections that normally people have at the end this is what normal pe you know normally people kind of like question themselves before they talk before they talk to us. So, you will explain every single um uh challenge or objection that people would have in that video, right? So, if you normally have, you know, let's say, you know, normally you would have different objections uh and you put them into that list, that way they are aware of that specific uh objection and the answer to that objection. So they are whenever they're calling whenever you're calling them now they're a lot more prepared. They already have like digested and understand that there is a solution to this objection. And if there's something that you consistently get in there, it's best to also put it in there. You can also put it into the breakout sessions in sorry into the breakout videos, right? Um, and at the end it will be a section where you actually see that the call that they're going to give you or that the call that you're going to give them or the the the essentially the meaning that you guys they have actually set up. It's a win-win type of type of situation, right? So, you want to essentially frame that this call that they're going to go to is an opportunity. And this video guys is okay if you guys actually do it for you know 10 minutes. Uh it you know 7 to 10 minutes is a good video length or something like that. You guys can go as long as you know 15 minutes uh if you want to just so that it's more digestible. If it is too long, you guys can put uh a in the landing page, you guys can put like specifically like investor saying, you know, you can play it at 1.5x, which is the video player, right? 1.5x in order to speed it up. Um, but it should be 10 7 to 10 minutes kind of like a sweet spot. Go all the way 15 minutes, it's totally okay. Um, someone raise their hand. Who raised their hand? Nobody. All right.
So, this is kind of like the framework of that VSSL. I have a essentially a uh some sort of template in here so you guys can use it. I'm actually going to take this in here. I'm going to put it into this lead journey. So, boom, one more video. Going to give you guys the access to this Lucid chart so you guys can have it in here. Boom. Let me know if this is valuable so far, guys. And I know that we have a lot of material covered so so far, but hope it's not super overwhelming. I hope it's very knowledge, you know, very helpful. Um, shareable you. Nice. Okay, what's this book? So, this is the ultimate framework, guys. Um, I'm going to give you guys this, you know, this document, of course. Now, for the last few parts. All right, we got about two parts, uh, three parts actually. Automated nurture and reminder sequences of the call. Right now, this is where a lot of people get it somewhat wrong because they either either don't send or don't send enough. If you already have the pain point and you already have it in the conditional logic that we talked about from the form, it's totally okay to send them three to six messages per day. That includes emails about that specific pain point, not about random stuff, about that specific pain point. How do you get that document? I'm going to put it into the description and also I'm going to put it into the Google chat right in here real fast.
All right, so you guys have conditional logic. You figure out what the pain point is of that person and then now you're going to give them a value dense content. All right, this is emails. This is some SMS. But if you want to give them large amount of content, email works best or and or sending them to your YouTube channel, right? So what what you what want you want to happen is for them to binge watch you and binge read you, right? Uh and this is this is specific to to their pain point. So let's say we they let's say they say avoid pre-foreclosure, avoid foreclosure, right? So now you're going to create three to six emails in the next 48 hours. You're going to send it to them and you're going to answer the specific issues on how you solve uh avoiding pre-foreclosure. So you create that specific email material, right? Uh with good email plot creates great email if it has like a copyrighting skill by the way. And uh that is going to include ultimately credibility, how you help other people like that, the process, a specific objections about selling their house that they're going to lose on on foreclosure. And um and then just ultimate proof basically, right? So you want to be able to like create that specific material for them where you can educate them and reassure them, right? This is not just about reminders.
So put value in the email itself first and not just like a a link. So as an example, the email needs to have enough material. So, for example, if you guys have three specific steps to avoid pre-foreclosure, put it in the email like this is how we avoid pre uh this is how we avoid foreclosure in less than seven days. That's a subject line, right? And then the email will talk about the three steps. And then at the end you can have a a link to either the credibility package, right? The landing page or a link to the YouTube channel so that they can start binge watching you even more. And let's say your YouTube channel has enough videos. Then um they're going to be watching those videos. Send them to the the link directly to that YouTube video that is specific to foreclosure for example or about working with you, you know, working on with you as a company, right? So, you can do that and um and that will essentially help you create massive value before uh there's another one called the hammer dumps retargeting strategy. So you guys can also uh take every single contact that you guys can that you guys get. So every single lead, every single appointment and you guys can just run very simple Instagram and Facebook ads or even YouTube ads that are just video content ads. So short form videos about, you know, success stories, quick offer explanations, you know, walking about, you know, walking through the the unique mechanism. It's just retargeting ads a very low cost for every single one of the leads that you guys generate. What it does is that it hammers them with content. Remember how we talked about how we need to make them watch at least 7 to 11 hours of content before they ever like make a decision? Well, as soon as they opt in and as soon as they essentially book an appointment or you get the lead, you're also going to send that information back to Facebook and Instagram, right? And then they're going to you're going to essentially uh boost or you know run ads of very valuable short form videos that talk about seller success stories, seller success stories or talking about this, right?
What is this? I do not have courses available in Spanish, but I'm pretty sure I can make them in the future or there will be a translation feature and so on. Um, so this is a strategy that you guys can talk about with your marketing uh agency or your marketer. All right, the next one. This is also something that you guys need to do better uh at utilizing your appointment setter or SDR is that uh this was a game changer after I actually added it. Um your human can send a selfie video after book they book an appointment or after the lead has been generated. So your human can go and say like, "Hey name, I just saw your request about selling your house. Excited to talk. Here's a quick video explaining what happens next." Boom. Send the link to the video. And you can do it with iMessage. You can do it with WhatsApp to the homeowner, whatever. Right? Just by doing that video, just by doing that quick video, it shows humanity. Right? Now, the founder can also do it as well. It just takes a lot, you know, takes some time and and disrupt. But if you have someone that is good like your appointment setter, your lead manager or even your closer that can actually do it and send the self video through iMessage. Um that is going to be a game changer. Like people will connect so much more with videos like this. And then you tell them, hey, I just send you a few videos that explains everything what we do. You send them the credibility package that includes all these videos and all these things. And guess what? Oh, we're gonna also send you a few emails that will help you solve this specific issue you have. Boom. It's a quick video. You send it to them. Use it with iMessage. If you don't have iMessage, still totally okay to do it with like um Android. That's okay, too. Um when is that video exactly sent? After they have opted in and you're not able to get them on the phone just yet, right? So, you call, you didn't get them on the phone. Boom. To a video. They book an appointment. Okay. You're you're looking to get them on the phone. Do a triage or discovery call. You couldn't, but they booked an appointment. You send that video as well, right? You send that video as part of the follow-up for them to follow your processes, right?
Um, and then I want you guys to send relevant testimonials similar to their situation. Um, I kid you not, this is like huge because a lot of people forget that the best marketing in the world is proof that you already have done this before for others. So, if you are able to manufacture these videos, even if it is like a short form video that that that lives in YouTube and then it's someone that you helped move out out of extreme bad situation, be like, "Hey, we helped Mary here. This was the situation. Obviously, you got to be able to create that video really well, but this is an example of someone. Um, you can create that material, right? Um, if Mary is doing the testimonial herself, that's even better and so on because it's going to tell them, you know, what was the result, you know, who is she, what was it before working with you and what is it that you you did for her? And then like whether you know they they recommend working with you or not, right? Like that's kind of like my five-step framework on like requesting a testimonial.
Um, and then obviously I mean speed to lead is everything. We talked about this. Everyone talks about this. But if you guys are not calling this leads you know within five minutes or even like trying to triage this lead even if they book an appointment within five minutes like they will find another investor who will actually contact them right. Um, there is a few optimization call schedule optimization techniques like you know SMS and email 1 hour before 15 minutes before miss call voicemail follow-up if they don't answer you know these are a few you know these are a few different uh reminder things that you got to do in order to remind them about an appointment for them to show up if they book an appointment. Um, but you know I feel like everyone kind of knows this and um and try two times in a day to confirm appointments and essentially triage appointments. So you want to be able to to call them before the appointment to essentially triage the appointment so you are able to get them into your funnel like hey here consume this material before we ever talk. Right? So here's a few you know checklists of what needs to happen. Um the ads messaging to be you know very relevant and the same uh the targeting to be you know well the landing page the application form the confirmation page followup the setter slash lead manager um alignment and making sure that you have um optimized your call schedule. Right? So these are kind of the the things guys that will make you more relevant and differentiate yourself from anybody that is not doing this so that in the closing call you just dive into their actual issues and now you're going to solve this. You know what I mean? And then people are essentially going to be more pre-sold and will have a much easier time making the decision of selling with you as opposed to anybody else or you know selling with you at all. Right? So I'm I'm I'm sharing with you guys this essentially high level lead journey and I'm sharing you guys with you guys this uh document of the uh VSSL and I'm sharing you guys the landing page um templates as well so you guys can actually like do it similarly. Okay. Uh, as well as I'm going to share with you guys this right here. There you go. The best practices checklist right here. And that's it. That's my video, guys. Hope you guys enjoyed it. If you guys uh ever need a help with lead genen and getting better leads, ask Brian. He actually buys leads from us um on Get Sellers. Because we actually generate leads from different channels like Google, YouTube, Facebook, uh Instagram, and we sell them on lead packages. And uh Brian is so far having success with one out of 14 leads to a deal. I'm going to help more people. So help me help more people uh for you guys. And uh that's that's about it for this video. I'll see you guys in the next office hours. If you guys loved it, please let me know. And um and like give me a thumbs up, like this video, subscribe to my YouTube channel. on my YouTube channel is um YouTube.com estinic I think. So uh right here there you go at Estanic where I putting all these videos in here in a weekly basis. All right so have a good Friday contract Friday. Hope you like this. I'll drop the link of the YouTube channel in here. Mr. Mo Matthews. Good sir. All right, thank you guys. Have a good one and let's let's close more deals today. Every Friday at 11:00 a.m. Eastern, we go this deep on what's actually working for real estate investors right now. Completely free. Stay tuned for the next session. Link to join the community is in the description.