Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Outbound Marketing Ideas: Paid Ads, SMS, and Broker Networks

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Outbound Marketing Ideas: Paid Ads, SMS, and Broker Networks · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Today on the podcast, we're going to be looking at more
• 0:04
  ideas in outbound marketing. Now for those of you who've been
• 0:08
  listening to the podcast for a while, we are continuing from
• 0:14
  the series that we did listener questions on the radio show, not
• 0:18
  listeners of the podcast. And we'll be continuing with the
• 0:21
  question that was posed by Jackson, who is based in Abuja
• 0:26
  and stays around CBN quarters. Now, for those of you who've
• 0:30
  been listening to the podcast for a while, you'll remember
• 0:33
  that he's the real estate professional who was having
• 0:35
  problems with converting clients, finding people to talk
• 0:40
  to, you know, all those sorts of things.
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  So I think maybe last week, I already did a series on inbound
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  marketing. And so today's we're going to
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  explore ideas around outbound marketing that real estate
• 0:53
  professionals can explore. OK, so if this is your first
• 0:59
  time listening to the podcast, I am your host.
• 1:01
  My name is Tavishima Aide, making today's recording at
• 1:05
  home. So there's going to be some
• 1:06
  noise in the background. And yeah, there's going to be
• 1:10
  some change in audio quality because I'm trying out some new
• 1:13
  recording specs. So let me know how you guys
• 1:16
  think it works out. That's for those of you who are
• 1:19
  regular listeners of the show. Now, if you'd love to connect
• 1:23
  with me, you can call or send me a text message or a WhatsApp
• 1:26
  message on 08064662140. And if you love these sorts of
• 1:34
  issues, how do we go after clients?
• 1:36
  How do we chase clients? How do we convert clients?
• 1:38
  Then subscribe to the podcast on Spotify, YouTube, Apple, or any
• 1:44
  player of your choice because this is your jam if you love
• 1:47
  these sorts of things. So let's head straight into it.
• 1:51
  First off, like to define outbound just to make sure we're
• 1:54
  on the same page. Now on the podcast where we say
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  outbound marketing, we're referring to the form of
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  marketing or the business philosophy that has you taking
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  responsibility for chasing after clients.
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  So inbound is you're trying to do, you're trying to engage in
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  activities that get people to chase after you.
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  While for outbound marketing you take responsibility for running
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  after people. Now the reason why I'd like to
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  introduce people to outbound marketing from the beginning is
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  because this is a form of marketing over which you have
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  more control over the results. Because if you've been listening
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  for a while, you remember in the episode that we had about
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  inbound marketing, one of the things that we mentioned was
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  that inbound marketing is a long term play.
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  And so you just have to wait it out.
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  You can't post consistently for 30 days straight and then expect
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  to get customers. That is just not how inbound
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  works. It takes a long time to build
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  likeability, to build your reputation as a thought leader.
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  It just takes a while. So you have to write it out.
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  And then of course, there are other dynamics which I'm not
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  going to mention today. However, when it comes to
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  outbound marketing, if you're doing the right kind of
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  activities with the proper volume that you're doing at the
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  right intensity and you are doing it with the proper
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  technique, then you do have some control over what the results
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  can be in the short term. So for a real estate
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  professional, you can expect to get more site visits.
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  You can expect to get more office meetings.
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  You can expect to get, you know, more of these kinds of
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  engagements if you increase the number of Flyers that you're
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  handing out, provided that the Flyers are designed right and
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  provided that you're trying to start up the conversations with
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  people in the right way. So you can increase the number
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  of side visits, increase the number of office meetings,
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  increase the number of proposals.
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  If you increase the level of cold calling that you do, you
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  know, the phone calls that you make or the offices of people
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  that you go to go and visit, provided you visit a number of
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  them, you know, in the right quantity.
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  Don't want to visit, you know, one or two people a week and say
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  you've tried, you know, you really need to put in more
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  volume, more effort. And then provided that you also
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  using the proper technique, you know, introducing yourself well,
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  starting the conversation well, trying to figure out what their
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  real estate needs are, making effective proposals and
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  presentations, you know, things like that.
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  So with outbound, you have more control over what the results
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  might be. Remember, provided you are doing
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  the right kind of activities, doing it at the right level of
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  intensity, the right volume, reaching out to the right number
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  of people and assuming that you are using the proper technique.
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  However, when it comes to closing deals in real estate,
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  always remember if you're a real estate professional listening to
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  this podcast that the closing timeline will always be will
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  still be a long one because real estate is a complex sales
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  scenario. For those of you who are new
• 5:10
  listening to the podcast, just use, especially if you're
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  listening on YouTube, just use the search function, you know,
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  put my name and then put complex sales scenarios.
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  And then all the podcast episodes that I've made around
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  podcast, sorry, around complex sales scenarios will come up.
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  But in summary, a complex sales scenario is when you are trying
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  to sell a product or you are in an industry or you are in a
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  context where the product or the service itself is expensive and
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  then the product or the service itself is complex.
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  When we say complex, it just means it has lots of parts that
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  we have to consider when it comes to understanding the
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  product or to making a decision. And of course, real estate is
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  complex because the people who want to buy from you, they have
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  to consider the location, they have to consider the price, they
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  have to consider the amenities. They also have to consider legal
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  title. You know, is it CFO who actually
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  owns the property? Is it good title?
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  If I buy this thing now, am I going to be in court chasing
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  after people just so that I can end up buying the house or
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  moving into the house? So you can see that there are
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  lots of things to consider. Then for complex sales
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  scenarios, relationships are also important and it's a form
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  of risk mitigation. So in this case, people will
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  want to build a relationship with the property developer or
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  with the realtor or with the whoever, or with the lawyers
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  involved, just because you want to make sure that there are
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  people that you can hold in case things go South and things don't
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  go according to plan. So relationships are really,
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  really important. And then let's see what else.
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  OK, we've looked at. OK, yes.
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  And then the sales cycle, when it comes to complex sales
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  scenarios, they have long sales cycles.
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  Now a sales cycle is the length of time in between when you say
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  hello and when the person makes a transfer, makes a deposit and
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  ends up becoming your customer. So these are the factors that
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  determine whether you are in a complex sales cycle or not.
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  So even though we can use outbound activities, doing the
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  right activities at the right volume, the right intensity,
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  using the proper technique, we can get some short term results
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  like site visits and office meetings.
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  But whether the deal is going to close is still, excuse me, it's
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  still going to be a long term thing.
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  It has to play it's course. Now, some of the outbound
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  activities that we looked at while I was on air on the radio
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  show included paid advertising and some of the things that we
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  spoke about, especially for paid advertising online.
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  Oh, by the way, some of you will say that advertising is not an
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  outbound activity, but you know, it's one of these things that
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  people argue about one way or another.
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  So some people say that paid advertising is outbound because
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  you are influencing some control over how things go.
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  So if you are doing inbound and just creating content and
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  putting it on Instagram or on Tiktok or whatever, the
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  algorithm would be in charge of who gets to see whatever content
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  that you're putting out there. However, for paid advertising,
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  you are now trying to influence the process because through the
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  targeting criteria, when you're setting up the ads, you get to
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  tell Zuckerberg, you get to tell Instagram, Facebook, Tiktok,
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  whoever, that the advert should only be shown to people who meet
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  these certain criterias. So on the radio show, we
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  discussed that you should be paying attention to your
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  targeting criteria and in particular, you should be paying
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  attention to the demographics and the psychographics.
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  So demographics, of course, for those of us who were born and
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  bred in Nigeria, went to school in Nigeria, we already know what
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  that means. Demographic just means, you
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  know, ways of looking at people, where we classify them and break
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  them down into age, into height, into location, into occupation,
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  into, you know, stuff like that. So that has to be a part of our
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  targeting campaigns. We have to say that Facebook
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  should show this thing to either men only or men and women, and
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  then give an age range, give a location, which city do you
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  would you like the people to live in for the advertisement to
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  be shown to, And then let's see what else.
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  So those are demographics then Psychographics are also another
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  thing that we should pay attention to.
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  And psychographics is a much newer term.
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  It just refers to what people are interested in.
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  So what are people's hobbies? What are people's interests?
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  So in this case, since we're talking about real estate
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  professionals, I'm assuming that some of the psychographics that
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  will put there are, you know, people who well, obviously love
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  interior decor, who love houses. Maybe people who are interested
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  in retirement, because we're assuming that, you know, older
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  people should be wealthier, should have bigger pockets,
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  might be more, what would I say might be closer to making the
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  decision to buy a house or to buy a piece of land as an
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  investment. So these are some of the things
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  to consider when it comes to targeting.
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  Now by the way, as we've started discussing this thing in detail,
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  I'm sure that you guys can see that these principles, these
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  tactics, these strategies apply across any kind of business.
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  So just because I'm using Jackson who is engaged in real
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  estate in Abuja, doesn't mean that this is not going to apply
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  to wedding photography or apply to what else?
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  Apply to architecture or apply to construction or apply to
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  government contracting or apply to selling cars.
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  It's all the same. If you're going to do paid
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  advertising and you're selling cars, you would have to compile
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  the demographics. You would have to compile the
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  psychographics so that you can tell the advertising platform
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  exactly who the advert should be shown to.
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  Because remember, proper activity, proper volume, proper
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  technique. So demographics and
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  psychographics, this is part of making sure that we're doing the
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  right thing at the at the right thing the right way.
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  Because if we don't have the demographics and we don't have
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  the psychographics, if they are off, then we're going to get all
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  sorts of people responding to the advertising campaign who
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  shouldn't be. For instance, there's a client
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  that I'm currently working with right now.
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  They are in the real estate space and they're a company who
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  wants to provide solutions for people who are based abroad and
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  who want to buy real estate back home here in Nigeria.
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  But because the psychographics and the demographics were off,
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  most of the people so far, 100% of the people in that particular
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  campaign that, excuse me, that we have been calling are people
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  who are based in Nigeria. And of course the whole plan is
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  to capture people who are based in Canada, based in America,
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  based in, you know, Niger, in diaspora basically.
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  So since the targeting, the demographics and the
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  psychographics are off, the conversations that we are having
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  now are conversations with the wrong people.
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  So we're doing the right activity and we're doing it at
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  the right volume because the advertisement, the advertisement
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  is being seen by hundreds of thousands of people, but the
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  technique is off. And because the technique is
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  off, the results are also going to be off.
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  So remember, it's not just proper activity, proper volume
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  and then proper technique. So for paid advertising, we have
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  to look at the demographics, we have to look at the
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  psychographics and of course it's online and offline as well.
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  Then on the radio show, we also looked at ideas around SMS
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  marketing. SMS just means, you know, simple
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  text message that all of us already receive.
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  And of course, we're, we're already sent to our loved ones,
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  but we can send that in bulk as a means of doing lead nurturing.
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  So when you're able to get a list of contacts, maybe you
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  know, 102 hundred, 300 people who might be interested in real
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  estate, then you can send them messages for lead nurturing.
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  Now lead. OK, let me explain lead
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  nurturing. Well, first of all, the lead is
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  someone who has taken some activity to show that he might
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  be interested in your product or your service.
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  So let's say there's a real estate convention, let's say
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  it's a, you know, Niger Property Conference 2025, whatever
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  happening in Abuja or in Lagos and able to get a list of people
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  who attended that event. I mean, not, not the, not the
• 14:06
  vendors who took part in the event, but people who attended
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  the event, you know, regular customers, regular people, you
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  know, like you and me listening to the podcast.
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  Then those might be people who could be leads because they
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  attended an event that was called Niger Real Estate
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  Conference, Abuja 2025 S. Those sorts of people might be
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  interested in buying property, might be interested in renting
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  property, might be interested in investing in real estate.
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  So it might make sense, it might make sense to start sending
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  those people text messages if you're able to get access to
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  that list. So lead nurturing is when you're
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  sending message messages to people, you know, every now and
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  then because you're hoping to stay top of mind.
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  Top of mind just means people should see you every once in a
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  while. You know, they should feel you.
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  They should know that you exist. So that's the whole point of
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  lead nurturing. So you're sending out messages
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  to them from time to time. Let people see you, let them
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  know that you exist. You're going to be able to do
• 15:05
  some relationship building and yeah, those sorts of things.
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  And then hopefully since it's text messages and text messages
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  are opened 98% of the time, hopefully we should be able to
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  get spark some conversations going that might lead to
• 15:20
  business later on down the line then.
• 15:26
  OK, One thing I mentioned for those people who want to try SMS
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  marketing, because some people say it doesn't work.
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  It's not that it doesn't work, it's just that sometimes people,
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  this is the right activity, definitely, but people do it
• 15:39
  with the wrong volume. Maybe you're sending these
• 15:41
  messages to 10 or 20 people and that's not enough of a sample
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  size to make this thing work. Or the technique could be off.
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  You're not crafting the messages the right way.
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  Like for instance, you could be sending it to people who are not
• 15:55
  interested or people who have who have opted out.
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  Opting out basically is where people say look, don't send me
• 16:01
  any messages and that this happens to all of us because I
• 16:05
  know that this happened to basically 99% of those of you
• 16:08
  listening to the podcast right now.
• 16:10
  If you are Nigerian, you definitely have received that
• 16:13
  message. That is a sport betting kind of
• 16:16
  thing, you know, click here to bet and click here to win 40
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  million, blah blah blah will receive those messages.
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  Now there are some of us who respond to that message by
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  saying because sometimes in the message it says there, you know,
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  if you don't want to receive this message anymore, text 163
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  to 555 to unsubscribe. So there's some of us who
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  actually do that. We actually text 163 and then we
• 16:41
  hit send. Well, then the next day we
• 16:43
  receive that message or next week we receive that message
• 16:46
  again. And then after a while people
• 16:48
  get frustrated and then what they do is some people now block
• 16:52
  and then report as spam. Now when you block and report a
• 16:55
  spam, what happens is the service provider that's MTN,
• 17:00
  Airtel, Glow or whatever it is that you get your services
• 17:04
  through will notice that this sort of activity is going on.
• 17:09
  And then the regulators, you know, like NCC, Nigerian
• 17:12
  Communications Commission, I'm assuming that they are the ones
• 17:15
  who are responsible for monitoring these sorts of
• 17:17
  things. So the NCC is also going to see
• 17:19
  that every single time you send out a bunch of SM s s, let's say
• 17:23
  you send out 200,000, you know, they notice that 198,000 people
• 17:28
  block you. So this is where blacklisting
• 17:33
  now comes in. The NCC is going to make sure
• 17:36
  it's going to hamper your ability to send out messages.
• 17:40
  They're going to want to curtail the number of messages that you
• 17:42
  send out and the service providers, you know, glow empty
• 17:45
  and alcohol also, they also want to reduce or curtail the number
• 17:48
  of messages that you send. Now, when that happens, that is
• 17:52
  blacklisting. And then of course, your
• 17:53
  campaigns are going to be ineffective because in your mind
• 17:56
  you will think that you are sending messages to 200,000
• 17:58
  people. But in reality, because of the
• 18:01
  unsubscribes and because of the blacklisting and the reporter
• 18:04
  spam, you know, you might send out 200,000 messages, but you
• 18:07
  know, actually, maybe, I mean, who knows, maybe 100 people are
• 18:11
  going to see it. So we should be careful about
• 18:13
  blacklisting. So remember the right activity
• 18:17
  at the right intensity, but we should always be using the
• 18:19
  proper technique, you know, following best practice and
• 18:22
  things like that. Then on the radio show, we also
• 18:25
  discussed billboards and signposts because it's something
• 18:29
  that is still used by people in the real estate community in, in
• 18:33
  some businesses, like back when I was in the event space, you
• 18:37
  know, we typically didn't do billboards and events.
• 18:40
  Sorry, billboards and signposts, you know, but in real estate
• 18:43
  here, they do it. Like is this real estate
• 18:46
  professional, I think her name is, is it Iberia or something?
• 18:50
  I can't remember. But her signboards are yellow.
• 18:53
  And you can see, you can see her signboards in prominent parts of
• 18:56
  the city. Ecodara.
• 18:57
  Yeah, that's her name. And her her signboards are very,
• 19:00
  very simple. It's just yellow.
• 19:02
  And then it says sell your house fast, fast, fast.
• 19:07
  And then the phone number is underneath.
• 19:09
  And I think that's brilliant. It's very, very clear that if
• 19:13
  you have a house and you want to sell the house quickly, quickly,
• 19:18
  quickly, quickly, call this number.
• 19:21
  So it's very, very straightforward.
• 19:23
  I, I would like to meet her. If any of you knew Ecuadora, you
• 19:26
  know, please just let me know so I can give her a call and we can
• 19:29
  discuss how successful that campaign was or is because I
• 19:35
  still see her signboards up. I'd really love to see her.
• 19:37
  So anybody listening to the podcast, you're based in Abuja,
• 19:40
  you know who Ecuadora is, you know, let me know, hook up an
• 19:44
  introduction. I would love to talk to her.
• 19:46
  Who knows, maybe she can be my first interview for the podcast.
• 19:48
  And then and it'll be nice just to see how that that campaign
• 19:54
  goes out. So yeah, billboards, signpost.
• 19:57
  So these are some of the things that we talked about on the
• 20:00
  radio show. That was yesterday's radio show.
• 20:03
  When we spoke about Outbound Now, we spoke about some other
• 20:06
  things. We spoke about networking,
• 20:07
  referral, marketing, cold calling, direct outreach, trying
• 20:11
  to reach out to people in diaspora.
• 20:14
  And then trying to hook up broker networks.
• 20:17
  Broker networks is basically where you're having alliances
• 20:20
  with people, where you guys are reaching out to the same sort of
• 20:23
  client list and you know, you guys can work something out, you
• 20:26
  know, and take a percentage. So like you're a real estate
• 20:29
  person and then you partner with lawyers because lawyers have
• 20:32
  clients who have houses and they want to sell those houses.
• 20:36
  So you can see that the client is the same.
• 20:41
  The lawyer has access to the client, you guys partner up and
• 20:44
  you give the lawyer a Commission.
• 20:46
  So those are some of the things that we discussed.
• 20:48
  But because we've currently hit 20 minutes on the podcast and I
• 20:50
  don't want to make very long episodes right now, what I'm
• 20:53
  going to do is I'm going to cut this short right now.
• 20:55
  And then in the next episode, I'll continue with other
• 20:59
  outbound marketing, outbound marketing ideas.
• 21:04
  So that's it. And that's all for today's
• 21:06
  episode. Remember, if you would love to
• 21:08
  connect with me, you can call, send me a text message or a
• 21:11
  WhatsApp message on 08064662140. Thank you very much for your
• 21:19
  time and attention. I will catch you guys some other
• 21:22
  time.