Latest / Mortgage Marketing Radio / Ep# 45: How Agent Liz Johnson Built a Tribe of 176 Referral Partners

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Ep# 45: How Agent Liz Johnson Built a Tribe of 176 Referral Partners · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
0:04
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Welcome to Mortgage Marketing Radio.
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And brought to you by the Mortgage Marketing Institute, your number one source for truth
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in mortgage marketing.
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Hey, listeners, Jeff Ziffer.
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Welcome to this week's episode of Mortgage Marketing Radio.
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We're back and as I promised, we'd be mixing that up a little bit, taking a pause from
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our series on the one thing book, talking about time blocking, managing your time.
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If you haven't checked out the one thing book, I encourage you to do so.
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Go back and check out a couple of the previous episodes.
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If you want to get better control of your calendar, your time, be more productive, get your
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one thing, get clear on what your one thing is.
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So this week, my special guest is a real estate agent, not just any agent.
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This lady is a dynamo, Liz Johnson.
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She is with Keller Williams, in Washington state.
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And the reason why I wanted to bring Liz on is because she has a unique approach to engaging
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with her sphere of influence, her past database, her sphere of influence, to really create
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a community, a following a club, a tribe, dare I say, a tribe of loyal, raving fans, followers
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that are engaged and that are proactively seeking referrals for her real estate business.
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And this is relevant to you as a lender listening because there are some great opportunities
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for you to team up with your realtors in your local area.
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The first thing I suggest you do after listening to this podcast is check the show notes and
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get Liz's book at amazon.com.
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Her book is called Perk Your Sphere, How to Reward Those Who Reward You.
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And Liz is a fun, vivacious, as a self-described, obviously realtor, cop's wife, former cop herself,
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combat veteran, mother, entrepreneur, amateur chef, wannabe, rap video dancer, shoe addict,
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and a gay man trapped in a woman's body.
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And we'll talk a little bit about that on the podcast.
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So if that doesn't intrigue you to want to listen to more, you definitely need to.
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But not only that, Liz is also a highly successful real estate agent now selling over 100 homes
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a year.
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And she does it without cold calling, admittedly does not like cold calling, doesn't like
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making those past database calls and saying, Hey, now's a great time to sell by no anybody.
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She wanted to approach it a little bit differently.
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And so she's created this different groups or tribes.
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As I said, that all have different activities and a gamification element to actively participating
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in Liz's groups, her most valuable partners groups as she calls them so that these people
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are actually always on the lookout for referrals for Liz.
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And a competition of sorts winds up taking place in who's going to be her top referer
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for the month or the quarter.
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So it's a really interesting concept and it's why I wanted you to show up, listen with
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an open mind, you know, listen to this and you may say to yourself, well, you know what,
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that's not right for me or maybe what I want you to do is listen for the learning lessons.
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Listen for the unique approach she has to prospecting, I would dare even use that word prospecting,
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staying engaged with your past database, your shared influence, and then bring these ideas
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to your real estate agents, heck, share this podcast with your agents, share the book
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for sure.
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Maybe consider launching one of these groups for yourself, for your agents, team up with
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an agent and do this.
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Most importantly, just listen to what Liz has to say, let it soak in, marinate for a while,
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get her book.
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It's a very quick read, it's less than 50 pages and she breaks down her process or system
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for purking your sphere, right?
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How to reward those that have rewarded you and hopefully you find the concepts and
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strategies as enlightening, as I have, such to the point that I wanted to share it with
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you, she is getting a 17 to one rate of return on this program compared with an industry
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average rate of return of about four to one.
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So if you've at all thought in the past that, you know what, I need to get better at networking,
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engaging with my past clients, my sphere of influence, so I become more top of mind.
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So you are the first person they think of when it comes to buying and selling real estate,
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getting alone, listen to the podcast.
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And if you like it, let us know, always email me info at mortgagemarketinginstitute.com
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and without further ado, let's bring on Liz Johnson.
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Hey, Liz, welcome to the show.
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Hi, thank you for having me.
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It is my pleasure and I wanted to have you on because you came by way of me from a mortgage
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loan officer who I happened to coach and she was telling me about your book, perk your
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sphere, how to reward those who reward you.
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So just to kind of set up our conversation, obviously, you know, through the intro, I
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established that you are a real estate agent and one who is highly successful, selling
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now about a hundred homes a year, but you know, I wanted to bring you on to talk about
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this concept because you have a unique approach to, you know, kind of farming and mining your
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sphere for referrals and to grow your business.
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But Liz, you weren't always a real estate agent, were you?
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No.
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You know, in your book, which I definitely recommend everybody get, called perk your sphere,
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we'll tell you how to get that, Amazon, of course, is one source.
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But you know, you've got two versions of your bio and I really like, well, I got to go
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with the fun one if you don't want.
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So you are a realtor, a cop's wife, a former cop yourself, combat veteran, thank you,
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mother, entrepreneur, amateur, chef, but I really like this one where it says, where was
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it here?
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A gay man trapped in a woman's body, Liz, should we talk?
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We could, like you said, like a man trapped in a woman's body and then some woman would
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be like, hey, I'm like, oh, no, no, no, I'm like a gay man, like I like other men.
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Very nice.
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So quite a long and winding road to get to, you know, you being a real estate agent,
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but how long have you actually been a realtor?
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Since 2004, so I'm into my 13th year now.
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And you are with Keller Williams?
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Yes.
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Great.
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Not always, I started with a different company from 2004 to 2007.
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Got it.
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And I like your website.
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Liz keeps it real, right?
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That's it.
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Yes, thank you.
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Yeah, Liz keeps it real.com.
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So for those who want to learn more about that, of course, we'll put links to all this
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in the show notes, how to get her book or website, all that stuff.
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So let's, let's start from how did you, you know, evolve to this and we'll unpack kind
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of the process.
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I highlighted a lot of stuff in your book, but was there an epiphany or was there just
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like you're banging your head against the wall one day going because I know you're talking
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your book.
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Okay, you don't like making, well, you say you hate making cold calls.
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Yeah.
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So take me on the journey of how you got to, you know, coming across, okay, there's
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got to be a better way.
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So when I first started in real estate, I got introduced to Bethany right away.
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And so I kind of implemented that program from the get go, like sending out something
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in the mail once a month and writing a handwritten note every now and then and, you know, trying
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to call and all that kind of stuff.
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And then I got introduced to Carol Williams with a 33 touch and I implemented that.
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And that had always worked pretty well for me kind of carrying me through the market
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crash.
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I mean, I didn't do anything phenomenal, but, you know, I closed here was about 16 homes
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that year or something like that.
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Maybe last, I don't know.
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You're first year, you close 16 homes?
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Oh, no, my first year I closed 14 homes, but I was also pleased to detect it at that time.
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And then anyway, so fast forward that I'm in maps coaching and my coach at the time
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had pointed out because I was cold calling and then much to my sugar and I did not like
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it.
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But I was cold calling and my coach had pointed out with how many I was closing and how many
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people I had on my database that I should never have had to cold call at all that I had
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enough people in my database if I was properly reaching out to them that I would have closed
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double what I closed without ever cold calling.
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And I was like, oh, okay, whatever.
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And then a colleague, competitor, friend of mine, he wanted to meet to go over because
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I do online farming too.
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He wanted my formula for that.
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So he's not that close to the competitor.
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So I said, sir, and I met with him and I told him the secret sauce.
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And then he goes, well, I have a little nugget for you, you know, to thank you for that.
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I've got something that I think, you know, you could rock.
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And he told me about this program and it just made my eyes glaze over because it was so
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complicated.
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And I was like, I'm not doing that.
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But it was the next day after that that I had this coaching call where my coach pointed
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out again, you know, like you're sucking at your database, what is wrong with you?
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You need to figure something out.
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And that's when the light bulb epiphany moment was like, okay, I just heard about this program.
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It was super complicated.
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But maybe if I actually listen this time, I can break it down and simplify it for me.
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I'll make it more, you know.
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And so I called my friend back up, Jeremy, I was like, okay, now I'm going to buy you lunch
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and you're going to tell me about your program and I promise not to glaze over.
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And yeah, and so I took notes and I decided what to keep and what to throw.
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And then I put it into practice.
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So that was I think in December or January of 2000, well, January 2014, I spent some
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time, you know, crafting a launch for it like an eight by eight and, you know, figuring
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out how to implement it.
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And so I launched it in March of 2014.
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Okay.
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So let's pause there.
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This came out of the your coach prodding you to get better ROI out of your database, your
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sphere of influence, which I think is a for those listening loan officers and agents.
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The like was something that we all can relate to.
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So summarize for us then what the program is, what's intended to do.
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Okay.
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Well, so even calling my database was a struggle for me because I, you know, it's easy
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to call the person who closed on the house they purchased through you a few months later
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to say, how's the house going?
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You know, did you ever, you know, redo the kitchen like you said or that kind of thing?
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I struggled with calling people like who's rental I had sold four years ago, like, hey,
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what's up?
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Because like, why are you going to call, right?
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Right.
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Like there's what do you, I mean, I guess it was self-serving people.
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Yeah, I just felt weird.
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And I know you're supposed to get over it and blah, blah, blah.
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And but this program, the way it's set up is there with the proper launch, which I discussed
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in the book.
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And I say, don't do this unless you're going to do a proper launch, but with the proper
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launch, you're setting them up to understand that because they have done business with
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you and referred you so many times that you are going to reward them because without them,
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you would not have a business and, you know, you're very thankful and grateful and blah,
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blah, blah.
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And so with that, then I do, I guess the summary of the program is I do a monthly giveaway
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and sometimes it's a thing and sometimes it's an event.
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Well, and before you go there, what I want to do is put this in the context of what this
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is intended to do is to keep you connected and engaged with your past database, your
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sphere of influence in a unique way that makes them feel special.
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And I like in your book, what you point out is this is not, hey, I'm going to send you
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a bunch of gifts for referrals.
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Right.
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Yeah, yeah.
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That cannot be your launch.
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You can't be like, I'm going to buy this stuff for you because I'm bribing you to
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get me referrals.
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And I want to highlight that because I think too often, and I know you've probably seen
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this, people just rush in and they want to get right to, oh, I get it.
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Sure, just, you know, referrals gifts, you know, no, no, that doesn't work because that's
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not, right?
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That's creating a culture.
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Exactly.
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And that's what I really want to highlight first as we get into this is you are creating
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something unique and special and you, if you don't feel, because I get from you that
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you do feel kind of, you know, connected, thankful, grateful, right, to your, to your
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members of your group, to your past clients, et cetera, that you do want to make them something
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feel special.
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It's not manufacturing.
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Oh, yeah.
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No, I really do.
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I mean, like, I was just in Mexico with my husband at a five diamond resort and like living
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the dream, literally, I, like, drunk of these months, and then I can have these days
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every now and then where I'm like, leaving this, the day spa in my neighborhood and getting
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into my Porsche, and I'm like, oh, shit, this is, this is my life, but this is, I can't
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really leave that.
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And so you're thankful to your clients and, oh, every day, every day, I think, you
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know, I'm not super religious, but I think God and I think people for, you know, believing
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in me and trusting in me with the biggest investment.
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You have an attitude of gratitude.
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Yes.
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I might not quite have a servant's heart, but I do have an attitude of gratitude.
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It's great.
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No, I really am.
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It's really genuine.
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I really am like, if it weren't for them, I would be not doing this.
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Sure.
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Okay.
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So let's bring it back, front and center.
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So your program is designed to create engagement and points of connection and make your, you
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know, the people that are members of this group to feel special and keep you top of mind
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as they're agent.
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Right.
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Yeah.
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Top of mind, either consciously through like, hey, you know, Becky, are you coming to tonight's
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paint night still, just, you know, calling to check in, I can't wait to see you, or even
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subconsciously where they got one of our giveaways, some of you mentioned this not too long ago.
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We did these bags that these women go nuts over, these 31 bags.
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I am not, this is the gay man trapped in a woman's body part.
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I don't get it, but they lose their minds over these bags.
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And we've given them away.
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And people are like, I think of you every time I pick up that bag, and they use it like
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further like work.
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Oh, cool.
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So people are listening and they're hearing like, you know, bags and gifts and some of the
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guys are like, all right, I'm out.
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Stay tuned, guys.
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Hang in there.
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I want to give.
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We're giving golf gifts certificate's way for Father's Day.
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Yeah.
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And there's, there's, there's like, there's like microbreweries and pubs involved in
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ourselves.
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We are growlers.
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That's right.
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That's right.
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There's something for everybody.
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So I wanted to put this in the context of, you know, the intent here is to create this
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referral-based business model.
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Oh, I know what it's going to say.
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The ROI you're getting on this is like, what, 15, 18 to one?
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Well, I put in the book 15 to one because how the book became the book was my new Maps
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coach.
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I took it like an 11 month break off coaching and then I decided to go with a different
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coach because I had a different set of issues.
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And she pointed out I was getting a 17 to one rate of return.
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So for everyone dollar, I spent, I was getting 17 back and she thought that was like phenomenal.
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I was like, oh, cool.
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And she goes, no, no, no.
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The goal in our industry is like three or four to one and you're getting 17 to one.
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So in the book, I said 15 because I didn't want to over promise the program so new that
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I don't know how long I don't, you know what I'm saying?
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I just wanted to be a little modest about it.
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The last check I did of it, you know, one to one.
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Right?
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Well, I don't.
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My biggest pet peeve, what you'll learn about me is my biggest pet peeve is people that
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over promise and under deliver.
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Yes.
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So I'm very careful not to do that.
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Right.
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Right.
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Well, and so I know I'm continuing to kind of set this up, but I think it's important
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because in a book, you quote, you know, Maya Angelou, who says, I've learned people will
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forget what you said, forget what you did, but we'll never forget how you made them
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feel.
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And you also talk about branding in there as well, which is near and dear to my heart.
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And so for those listening, I want you to think about this as I now have you unpacked
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kind of the mechanics of how this works, Liz, I want you listeners to think about those
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two things, the brand that you're building, the experience you're giving your customers
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your sphere of influence.
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This is on social media as well.
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You know, what type of feelings you create is that whole customer experience thing because
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that's what's going to allow you to stay top of mind, not that you necessarily shared
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a market update or something like that.
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But for people, people feel special.
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They feel involved.
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They belong to something, you know, that's unique and different.
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Okay.
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Enough set up there.
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I hope.
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So let's mechanically, I always talk to my wife.
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I say, look, but tell it to me like I'm a three year old.
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Okay.
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So I'm a guy.
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So let's make it simple.
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One of the mechanics of this, what do you, what do you call this thing?
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And I know there's different names for it, but you call it like, hey, it's the cool kids
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club.
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It's a private group community.
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Break it down for us.
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Yeah.
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Well, like I was sending somebody that gave me a referral and I said, I need your mailing
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address and your email address because I'm including you now in my perks program, membership
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club where you'll be entitled to exclusive deals and gifts and events.
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Hey, I hate, I don't want, you know what you talk about interrupting, but I'm going to
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keep interrupting.
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When do you have that conversation about, oh, I also have this right members club?
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It comes up all the time in different ways.
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Like, so I'll put teasers out on Facebook, just in my general Facebook, like, oh, look
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at us having fun at our MVP, paint night and people will comment, what was that?
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How come I didn't get an invite and I go, oh, because you've never given me a referral.
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I mean, I'll say it nice.
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Sure, sure.
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But do you make it part of your, like, listing presentation or something like that?
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Yes.
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It's a very small part of it, though.
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It's an afterthought when I'm kind of going over every, every pretty much one that move
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around.
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I'll kind of do that as some to close on.
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Like, so when you choose us, you'll become part of our MVP program and you'll also be
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elevated to all star status immediately when you sign the contract and that entitles you
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to, you know, blah, blah, blah.
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Right.
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You know, if anybody's ever chosen us specifically over that, but it's not so much that it
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wins you the deal.
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It's what happens after the transaction closes.
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Yeah.
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Yeah.
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If it wins us the deal, great.
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I mean, nobody's ever said, because like I asked, like, when I've competed on this
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thing, it's like, why did you choose us?
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And nobody's ever said, oh, because you have, you're going to give us Starbucks for six
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months or you're going to, like, it's never been now.
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Right.
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And by the way, let's get this out of the way, you know, the white elephant in the room
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for those listeners, the sectionate of respa, which I know you talk about in your book,
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but you've vetted this out quite extensively.
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Do you want to do you can comment on that?
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Um, I, because the haters will hate and they'll say things like you can't do that.
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You can't buy business and you're not buying business because you're not bottom line
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as respa is about a respa violation is rewarding a closing or a funding.
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So that's like, why we have to be careful with closing gifts, they can't be that expensive
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or they have to have the branding on them or whatever.
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This is rewarding the behavior.
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So like this girl, Justine, that I just told him your address, she, uh, Facebook message
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me saying, Hey, you got to get in touch with my friend, Jennifer.
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She wants to buy up here and sell her current house and I was like, okay, great.
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Um, as soon as I got in contact with Jennifer, Justine got her rewards.
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Now, if I bombed yesterday's appointment with Jennifer, then Justine still gets her rewards
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because she did her job.
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That was my fault.
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If I bombed the appointment, Jennifer was like, I don't like that Liz check.
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I'm going to use Rob or something.
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You're rewarding for a referral, not for closing transaction.
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Right.
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And I see a lot of agents making that mistake where they'll send a thank you card
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like the day they get the referral and then four months later,
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they'll send the referring person a gift for because it closed and they don't care if
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it closed or not.
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That's not their problem.
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That's not the intent.
21:49
Right.
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Yeah.
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The intent is, Hey, you, you know, you're an awesome agent and I want to refer somebody
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to you that you might be able to help, whether they go with you or not, that's not a
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my control.
21:59
Right.
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Okay.
22:01
All right.
22:02
Cool.
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So rest was down out of the way for those that are curious.
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Right.
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It's the bottom line is you cannot reward a closing or a funding.
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Right.
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So, so and you call it the MVP, which by the way, people that's not most valuable player,
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that's for your group Liz, that's most valuable partner.
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Yes.
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And what I like that you say in the book is that, you know, look at your market.
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And by the way, lenders can do this as well.
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And that's why I wanted to bring this on a few lenders listening.
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Number one, this is a great book for you to buy and share.
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Give it to your top 10 agents.
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Number one, first thing you should do, no doubt about it.
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Yes.
22:31
And then have lunch with your agents.
22:33
And second thing is start looking at how you can add this to your own business.
22:36
But you, I love it because you talk about structuring the group, the types of gifts,
22:42
the name of the group based on, right, your market.
22:44
And you have some like examples of like high end luxury homes versus blue collar peeps.
22:48
You want to talk about that?
22:50
Yeah.
22:51
Well, yeah, but also with your branding.
22:53
So it doesn't necessarily have to be with the market of where you live or whatever.
22:58
But like, I'm not really a sports girl, but most of my clientele is I calm blue collar
23:04
with money.
23:05
So they, you know, live in an upper end home, but they drive in F 350.
23:09
Is that a pick up drug?
23:12
Yeah.
23:13
They're not driving their savings, but yeah, they're driving a Ford pickup, you know, a $75,000
23:20
Ford pickup.
23:21
Oh, yeah.
23:22
Yeah.
23:23
It was Raptors, yeah.
23:24
Yeah, something, something, you know, crazy like that.
23:28
But they're usually modest people that just they work hard and they've saved up money and
23:32
you know, they're making good money.
23:35
And, you know, I used to be a cop.
23:38
So a lot of my database is that and they're manly men and even their women are manly.
23:43
Yes.
23:44
No.
23:45
But do you know what I mean?
23:46
Yes.
23:47
So I'm not with a sports theme with all stars, MVP, and we also have winter circle.
23:51
That I just started that when we were writing a book last year.
23:54
Right.
23:55
And so it's still kind of evolving.
23:56
Okay.
23:57
So you come up with a name for your group?
23:59
Yeah.
24:00
That matches your branding and that or matches your people.
24:03
Sure.
24:04
You know, if you're like in the book, I say if you're a luxury agent, maybe you have your,
24:09
you know, group called the, you know, gems like with the diamond level and sapphire or
24:15
whatever or something like that or.
24:17
Yeah, but I like something, you know, the inner circle, right, or whatever, right,
24:21
rewards.
24:22
Yeah.
24:23
Yeah.
24:24
Lots of companies that you'd point out in the book do this as well.
24:25
So Starbucks rewards programs, all that fun stuff.
24:27
Yeah.
24:28
All right.
24:29
So we're getting a name for a group.
24:30
And then so you're talking about a launch system that you go through because I think
24:34
that's important when you're rolling this out here, and it starts with an actual, this,
24:40
this little thing we call a paper physical letter.
24:42
Right.
24:43
This is now what's funny about this?
24:45
Do you run into this?
24:46
Do you ever talk to, well, I don't have the address, right, for my people.
24:49
Right.
24:50
You call them and you get it.
24:51
It's really science right there.
24:52
I always joke with people, you know, they're all, because you, it's funny.
24:58
I could get this from you too.
24:59
You're all like, well, you know, I want to put people on like this automated email,
25:01
drip campaign and, you know, but I can't get my database in.
25:04
I'm like, you know what's the best CRM in the world?
25:07
The phone.
25:08
Right.
25:09
Pick it up.
25:10
It's not.
25:11
It's not rocket science people.
25:12
Right.
25:13
And here's the thing.
25:14
Here's a good litmus test.
25:15
If you don't feel comfortable calling them for their address, maybe they don't belong in
25:20
your program.
25:21
Exactly.
25:22
Maybe they're not the people.
25:24
Like I had 1,500 people in my database at the time we started this, and I started, and
25:30
I only put 170 people in my cool kids club, my MVP program.
25:35
So let's talk about that.
25:36
What's the criteria?
25:37
How do you decide?
25:38
Well, to each their own, but my criteria was anyone who I've done business with and
25:43
then like with an asterisk that I still liked and would want to do more business with,
25:48
because we all have those people that when they close, it's, don't let the doorknob hit
25:52
you where the good Lord split you.
25:56
They did not make it into my club, but yeah, people I closed business with that I enjoyed.
26:03
People that have referred me or people that even tried to use me, like maybe I listed
26:07
their house during a bad time in the market or even a great time, but then they had to pull
26:12
their house off the market because of life, you know, something happened.
26:17
But somebody that they've shown some in some sort of way shape or form that I'm the
26:21
realtor that they would use or refer to, like I think it was Bafini's mayor campaign,
26:28
you know, am I the person that you would refer to a friend or a family, I can't remember
26:31
the script, but you know what I'm saying?
26:33
They've shown in some way that they would refer me or use me.
26:37
Okay.
26:38
So that's the criteria.
26:39
Yeah, I've got good friends.
26:40
I've good friends that I know that aren't in my program.
26:43
Sure.
26:44
Because they haven't, they don't refer me.
26:46
Right.
26:47
Which is fine.
26:48
So we have, we create our list, we identify who the people that should be on it.
26:52
You can start small.
26:53
Maybe if you want to 25, 50, whatever's going to work for you or even 10, if you're like
26:57
a brand new agent or lender or whatever, and you don't know that many people, you can
27:03
just start with 10.
27:04
You don't need to, you can say the first 10 people that answer up for this giveaway and
27:08
you might have only bought two because you know, the odds that the, the ratio of people
27:13
that don't answer up, they don't need to know that you don't know that many people.
27:17
Yeah.
27:19
Okay.
27:19
So the letter, the introduction letter goes out.
27:22
Uh-huh.
27:23
Right.
27:24
That's step one.
27:25
And basically it just announces, what does it say?
27:27
Does it say congratulations?
27:28
You're selected or what does it do?
27:31
Pretty much.
27:32
I can't remember the exact verbage, but it was like, I want to invite you to be part of
27:36
this program.
27:38
I think there's an out in there like if this is something you're not interested in, you
27:43
know, and I go into how there's no obligation, you don't need to do anything.
27:47
This is a long overdue thank you for your business and all your referrals and stuff.
27:52
Right.
27:53
I like that language, by the way.
27:54
Long overdue thank you.
27:55
Yes.
27:56
Well, it started out with, I think I've, like, I've done a crappy job staying in touch
28:01
with you and, you know, giving you proper thank yous for your continued support referrals
28:08
and I'm going to make it my business now to stay on top of these things and, you know,
28:14
go out of my way to find you items of value and events that I think you and your family
28:18
might enjoy and go again into there's no obligation, blah, blah, blah.
28:24
It's just a value added service that I offer to my, right, select group of, of whatever
28:29
you call, most valuable partners.
28:31
Partners.
28:32
Yeah.
28:33
And then I sent an identical email out because some people, you know, mail gets lost or
28:38
just throw it out or, you know, and then, but you have to do both because some people
28:43
your email didn't go through, they changed jobs and I didn't have that email address.
28:48
And then here's the kicker you have to call, but it's a great call to make.
28:54
It's not, hey, do you know anybody that wants to buy or sell real estate?
28:58
It's, hey, did you get the letter I sent in the mail or the email?
29:02
I would say when I made those calls, it took a few days, when I made those calls, I want
29:08
to say about 70% of the people were either, oh, I didn't open that yet or I saw something
29:15
but I wasn't quite sure.
29:17
So I put it aside.
29:18
I saved your email, but I haven't read it yet.
29:22
And then I got to explain it.
29:23
A lot of people were really confused, even though I thought I wrote a beautiful letter, of course,
29:29
but it gives you the opportunity to reinforce again that there's no obligation, you know,
29:35
it's just.
29:36
So I'm curious out of that, do you get people who opt out?
29:41
You know, I had another agent that just implemented his system and he called me about that because
29:45
what do you do?
29:46
And it was a voicemail and I called him back, we played phone tag and never connected,
29:50
but I couldn't remember.
29:52
I know it was only three years ago, but it was, I think there was a couple of people that
29:58
just said like email back like no thanks.
30:00
And so I just didn't add them, but I didn't have any further conversation.
30:04
Oh, why not?
30:05
Do you hate me?
30:06
Right.
30:07
Like, whatever.
30:08
Yeah.
30:09
Don't take a personal move on.
30:10
Yeah.
30:11
I mean, a lot of people, and I mean, this is just on a side note, like how many people have
30:15
we met and, you know, they go, oh, you know, my cousins are real-ter, I'm good.
30:18
And then, you know, a year later, they're like, hey, can you come list my house?
30:22
You know, like, what happened to your cousin?
30:23
Yeah.
30:24
So, yeah.
30:25
Okay.
30:26
So it happens where somebody's been, I've been somebody's real-ter.
30:29
I had one family that I would have had them in Winner Circle because they did multiple
30:34
deals with me, but now one of their close family members became an agent and they don't
30:39
use me anymore.
30:40
And I don't take it personally.
30:41
You know, you got to support your family and whatever.
30:43
Okay.
30:44
And it is what it is.
30:45
The fourth step in your kind of launch process is create some type of community around
30:50
your program.
30:51
And it looks like you typically create a closed Facebook group for that.
30:55
Yeah.
30:56
The important about that is that is not where the giveaways and stuff are announced.
30:59
Right.
31:00
I need people.
31:01
I only do it through email.
31:02
That's, I say, that's the number one question that pops up with my program that people email
31:06
me or message me or whatever.
31:10
Why not just Facebook?
31:11
And the point of that is I want them subconsciously to have a happy feeling in their heart and
31:17
mind when they see an email come in from me because it might not always be happy good
31:21
stuff.
31:22
I want them to see a market update or asking for business in some other way or something.
31:28
So I want their subconscious to, when they see my name and the from line in their email
31:33
that they go, oh, and not unsubscribe.
31:35
Right.
31:36
Like you say, you want them to get used to opening your emails.
31:40
Do you see much activity then with the members on the Facebook group, like, you know, do
31:44
they chat amongst themselves and everybody?
31:45
No.
31:46
No.
31:47
I'll say, you know, if we're grading different parts of my program on a scale one to ten,
31:53
I'm probably just like a four, a three or a four on my Facebook group.
31:58
It's, I mostly use it like, hey, we've got a good one coming up.
32:02
Remember tomorrow's the first or like April is like, it's not April Fool's joke.
32:06
Check your email.
32:07
Okay.
32:08
So it's announcements about upcoming events and giveaways and stuff.
32:11
Yeah, but I'll be mysterious about it.
32:13
What I'm going to post though, like, we have this winter circle now, which is like the
32:17
top 25, the 400 people give or take in the MVP program now, the top 25 are the ones that
32:25
you see their names over and over again with referrals, like, they are your biggest
32:31
raving fans.
32:33
I'll probably put on that page, hey, winter circle people, save the date, July 21st, we're
32:39
going to the Mariners terrace level again.
32:42
Those are $150 tickets that I'm getting for $50 a piece.
32:46
Yes.
32:47
And you mentioned that in the book as well, right, so that you can often time to get great
32:52
deals, pricing on different things, either because you're buying, right, in quantity or
32:57
you're leveraging like Groupon and living social and things like that and maybe just kind
33:02
of repackaging.
33:03
Like I know one of the things you do is a paint night, which, by the way, guys, I've
33:06
done that.
33:07
And it's really just a great excuse to have some drinks and go out and paint.
33:09
Oh, yeah.
33:11
Yeah, it's, it's a big hit.
33:12
Everybody loves it.
33:13
And it's fun as hell, man.
33:15
You come back with the painting.
33:17
Yeah, yeah, no, it's crazy.
33:19
It's camaraderie.
33:20
Like, no, I've got people in my group that are friends.
33:23
Right.
33:24
And their only commonality is that I'm their realtor.
33:26
Interesting.
33:27
Interesting.
33:28
Yeah.
33:29
Yeah, you're driving this social engagement.
33:31
What's cool is you're taking it offline and taking it, um, taking it, yeah, offline,
33:35
right from online.
33:36
Yeah.
33:37
Because I mean, face to face is always the best form of, you know, bonding and creating
33:42
relationships.
33:43
Yeah.
33:44
So if I can be in a room for two hours, drinking and trying to paint, then that's awesome.
33:48
It's just, yeah, you're creating an experience.
33:51
It's fun and you're right, cutting connections and all that stuff.
33:54
Um, what are some of the, um, you know, roadblocks or things people should be aware of that
33:59
you ran into that you'd look back and go, ah, remember that learning lesson?
34:03
Yeah.
34:04
Well, I think the biggest learning lesson is there in the beginning, it's a little rough.
34:09
Um, like that's been another question that's come up with people that have just launched
34:13
this.
34:14
Like, hey, you know, not people are really answering up.
34:17
And I tell them it takes two or three, four months for them to get used to what's going
34:21
on and get with the program.
34:23
Okay.
34:24
Um, and so then you asked for making those calls like once a month as well for those that
34:28
are in the group.
34:29
No, not really.
34:30
Okay.
34:31
I mean, I'll call like, because it creates engagements.
34:34
So like, um, tomorrow's, I do my giveaway in the first.
34:38
So tomorrow's June 1st, we're going to do June's giveaway.
34:41
I'll blast the email out to all those people and then they either email me back or they'll
34:46
text me or call me and say, hey, save me one of those.
34:49
Put me down on the list if you're not out because I only buy so many things.
34:52
I, they're not endless quantities.
34:55
Um, and then that's why I say, okay, great.
34:58
Um, do you want to come by my office this week?
35:00
What day would you be by or do you want, do you want to meet up for coffee or for lunch?
35:05
Um, oh, what about happy hour?
35:06
Okay, I can do that on Thursday.
35:08
Yeah, that's great.
35:08
Let's go here.
35:09
So then there's the conversation.
35:12
Then there's even face to face time.
35:13
Sometimes with things getting so busy, I haven't been able to get face to face.
35:17
Like, for, uh, may we did, uh, Manny Petty gives certificates to one of the local nail
35:23
salons.
35:24
Missed that.
35:25
Yeah.
35:26
Right.
35:27
Well, it's from other's day, treat mom, you know, or treat yourself if you're a mom.
35:32
Sure.
35:32
Anything.
35:33
Um, and I stuck a deal there because I told the nail guy, the guy that owns a salon to
35:38
go, nobody's really, I shouldn't say nobody, but somebody's either going to bring their
35:42
daughter or their mom or their sister.
35:45
And these are people that don't normally come here.
35:47
So now you have an opportunity to get new clients.
35:50
Absolutely.
35:51
And so yeah, I got a good deal on that.
35:53
But a couple of those I had to put in a mail just because our schedules couldn't meet up,
35:57
you know, but we had a conversation.
35:59
Right.
36:00
That's the key in your one again, top of mind.
36:02
And it's not all about, you know, hey, that's a great time to run.
36:06
Right.
36:06
No.
36:07
And they'll even when people pick up their gifts, sometimes are like, oh my God, I owe you
36:11
are referrals so bad.
36:13
Yeah.
36:13
It's been like eight months.
36:15
And I'm like, I know, get on it.
36:17
Yeah, right.
36:18
Get on it.
36:18
That's a key point.
36:19
You don't mail them the gift, right?
36:21
No.
36:21
So I try to get gifts that are too big to mail because that's been like, that was my
36:26
first thing.
36:27
The first time I did a gift certificate or I was shoot, I'm not going to be down there
36:31
anytime soon.
36:32
Can you just stop in the mail?
36:33
And I don't want to be like, no, the whole point of this is my program to get face to face
36:37
with you.
36:38
So I just did that.
36:39
So I was hesitant.
36:42
Mother's Day every year we've done something like jewelry that I got at a severe
36:47
discount or whatever this year, I struggled with getting the many pennies because they're
36:51
gift certificates and people would want them in the mail.
36:55
But we did 15 of them and only three or four went in the mail.
37:00
The other one's got picked up right to stop by people's houses because I was going out
37:04
to that neighborhood anyway for something else and got it.
37:08
Yeah.
37:09
Do you with some of your events or do they involve children?
37:11
Oh, yeah.
37:12
Yeah, like not paint night, obviously.
37:15
And we did a date night at a bar, right, so we didn't have kids there, but yeah, it's
37:20
appropriate.
37:21
Oh, photo shoot.
37:22
Right.
37:23
That's a good one.
37:24
The family photo shoot.
37:25
Hey, by the way, I was going to mention too.
37:26
I don't know if you've ever seen this done where it's a, it's a doggie day photo shoot.
37:29
Everybody bring your dog and get the fun crazy photos with your dog.
37:32
Some people brought their dogs.
37:33
There you go.
37:34
Yeah.
37:35
I'm like, bring whatever family you want.
37:38
Yeah.
37:39
And so again, to our point earlier about your brand and your market, it may be a bowling
37:43
party, right?
37:44
It may be a depending event, maybe I'm curious on just a real quick question on the date
37:48
night.
37:49
Yeah.
37:50
How do people respond to that?
37:51
Well, I only have done one and I keep wanting to do it again, but it's like there's so
37:57
many other good things to do, but we did it in November of 2015 and because I've heard
38:04
of like agents renting out movie theaters and you know, having people come like on that
38:11
night for that movie.
38:12
And that overwhelms me like that gives me severe anxiety.
38:16
I think like, oh, my God, what if that's not a movie somebody wants to see?
38:19
What if that's not a night that works, you know, so what we did was we bought, you know,
38:24
the at Costco, you can buy the regal cinemas tickets, the two pack and they're discounted.
38:30
So I bought a bunch of those.
38:32
I, one of our local breweries, we struck a deal where any drink they got was five dollars.
38:39
I got tickets.
38:41
So when I only got charged by how many tickets got turned in.
38:46
We had them meet us there at the bar to have a drink and they got their movie tickets
38:50
with a little cute brochure.
38:52
We made of all the movies playing across the street and the times.
38:55
I assumed everybody was going to show up, maybe have one drink and then ditch and go
38:59
to the movies.
39:01
Nobody ever went to the movies, they all stayed and hung out and like made new friends.
39:06
And I left because I was only there from six to eight and I let everybody keep having
39:11
a good time, but they could use the movies any day they wanted and they could go see any
39:16
movie they wanted, one of the slums that was at regal at any time.
39:20
Yeah.
39:21
So to me, that was less stressful and I'm also the girl that gets stressed out at the
39:26
thought of one big client appreciation party that some of these agents do where they invite
39:32
every single client ever to like a big venue.
39:36
That I'm not saying I'll never do it.
39:38
I'll probably do it at some point, but maybe after I get a prescription for Xanax or something,
39:44
I'm just like that overwhelms me, but these little parties where people are volunteering
39:50
that voluntarily saying yes, that's something I want to attend, like paint night or date
39:54
night or whatever, that to me is more manageable.
39:58
Yeah, so it's more or more manageable and the frequency as well probably helps instead of
40:03
one thing.
40:04
And different people.
40:05
It's always different people.
40:06
I shouldn't say always.
40:07
I have some people that like all my events and want to partake, but sometimes the dates
40:11
don't work and okay, well next time or you know, but I get to see a different group of
40:16
people in a more intimate setting because it's not having you know, 400 people show up
40:21
to some big hall I rented or whatever.
40:26
And you know, of course, you have a progression upwards program right for your top tier
40:30
players.
40:31
Yeah.
40:32
Winner's circle, like for example, and these are the people who are the most frequent
40:35
or furs and you can kind of do the more exclusive engagements for them.
40:39
Yeah.
40:40
That's cool.
40:41
Exactly.
40:42
So, all right.
40:43
And that's still a work in progress.
40:44
Yeah, well, it always is, right?
40:46
And it's like you said at the beginning of your book, which is this can't be or I'm going
40:52
to try it out kind of thing.
40:53
Oh, yeah, that's when your time out roadblocks are like, I wish I would have known.
40:58
So and I started to say like it's a start.
41:00
It's a little bit of a slow start to your database gets used to what's happening.
41:05
The other thing is, is there is a lot of times where I just wanted to quit and not do it
41:10
anymore because it's exhausting.
41:12
I'm not going to lie because it's like, what are we going to give away next month?
41:15
Oh, yeah, we're doing this.
41:17
Well, they haven't, they haven't even shipped yet.
41:20
What are we going to do?
41:21
Oh crap.
41:22
We can't just not do your giveaway that month.
41:24
You told your people that you're going to do this every single month on the whatever of
41:30
the months.
41:31
I did the first one of the guys decided he's going to do the second Tuesday of the month
41:35
because that will never be a holiday.
41:39
And yeah, you just can't decide I'm too busy this month to figure out a gift or I'm too
41:45
busy.
41:46
Like, I don't want to do that event now.
41:47
I don't feel good.
41:48
Like the date night, I just had surgery.
41:50
That's why I was only there from six to eight.
41:53
That's all I was authorized to be out of bed for, but I had to rally.
41:57
Yeah.
41:58
Well, that's commitment.
41:59
Well, yeah, I mean, but that's a thing like realtors, we have the worst reputations for
42:05
being flakes.
42:06
Lenders, I think you're more okay, but speaking of that, yeah, real quick of the lender.
42:12
Now you've teamed up with your lender on some of these events, right?
42:16
Yeah.
42:17
Not a lot.
42:18
Yeah, that's so much.
42:19
Yeah.
42:20
Well, this sounds terrible.
42:22
I'm not, I'm not one of the, I don't have like one title company I use or one lender I
42:27
use or I'm kind of all over the place.
42:31
I like to match people up by personalities.
42:34
I get it.
42:35
You're a three-card agent.
42:37
I am.
42:38
I'm like all over, but you know, I just, I don't know.
42:42
I'm not very loyal in that way.
42:44
We need to change that.
42:45
Don't say that on this podcast.
42:47
I know.
42:48
I'm sorry.
42:49
I'm keeping it real.
42:53
But no, it was like, it's just been a little awkward where like, like winter circle last year,
42:58
one of my lenders that I love helped, you know, helped out with that.
43:03
But I couldn't invite one of my lenders who is definitely winter circle.
43:08
I do all his personal stuff.
43:10
Like, I've listed his personal home and helped him ride it home because this other lenders
43:16
they're spending money on and that would be so awkward.
43:19
Yeah.
43:20
Yeah.
43:21
Yeah.
43:22
Yeah.
43:23
Well, let me ask you this.
43:24
So what do you think for lenders listening, you know, if they got your book, if they read
43:27
through it, if they just, let's just say all they did was introduce the concept, maybe
43:31
even share this podcast with their agents.
43:34
You as a top producing 100 plus homes a year agent, how would you respond to that coming
43:39
from a lender versus what you normally say?
43:41
Oh, I would think that's awesome.
43:43
One of the things I do tell all my lenders, one of my lenders did, this is how he became
43:48
one of my lenders.
43:49
It was like the pimp move of all moves.
43:52
He, he been trying to kind of get my business.
43:55
I'm like, dude, don't ask me to go to coffee with, I don't have time to go to coffee.
43:59
You know, we're Facebook friends and stuff and we used to banter all the time.
44:03
And so one day he texts me, he goes, what are you doing tomorrow between one and three?
44:09
And in my head, I'm like, I'm not going to coffee with this guy, Jesus.
44:12
And I go, I don't know why.
44:14
And he goes, I have a buyer for you.
44:16
She's proved up to 250 and she's going to sit down with you for a buyer consultation any
44:23
time tomorrow between one or three.
44:24
So would one or two be better?
44:27
And I'm like, huh, okay, two.
44:30
And so I met at the office, she was there.
44:32
We had a buyer consult in his conference room.
44:35
Like he handed me a buyer on a silver platter.
44:38
It wasn't like, oh, call this girl or, oh, I gave this girl your card.
44:43
She should be calling it.
44:44
Like he set the appointment and was there and it was kind of amazing.
44:48
So it's referrals, it's leads.
44:50
Yeah, I mean, he gave me a great lead and when that, and I said, I'm mad at him, it goes,
44:55
why?
44:56
I go, because now I got to like add you to my rolodex of lenders, because nope, I don't
45:01
want any referrals to this closes.
45:03
I want you to see for real that we're going to close on time and be in communication.
45:09
I've only got like a minute left, but let me ask you that.
45:11
So then did he keep sending you referrals?
45:15
Yeah, he just gave one of my buyer's agents a referral yesterday, but we also have given
45:20
him a lot of business.
45:21
Yeah, yeah, of course.
45:22
And we know it's never going to be even.
45:24
It's always, realtors always have more referrals for the lender than the other way around.
45:28
Sure.
45:29
You know, you would agree with if it's all about adding value to you, right, in whatever
45:34
form.
45:35
If that's ideas like this and other resources, like if somebody had shared, you know,
45:39
back in the day, you know, Bafini info for it with you, right, that helped you.
45:42
Oh, wow.
45:43
Yeah, actually the best way for a lender to handle this is to get in touch with their
45:48
database, because my lenders that introduced me to Bafini, they gave me about five or six
45:54
deals a year before they moved away because they would call their database and be like,
45:58
Hey, how's the house working?
45:59
I go, oh, well, Susan's pregnant with twins.
46:02
We're going to have to sell this house and buy another one.
46:04
I'm glad you called.
46:05
So then they give me that listing referral, and possibly the buyer, but they were calling
46:09
to see, you know, do you need to refide?
46:11
Do you need to get a bigger house or downsize?
46:15
And so because they were staying in touch with their database, they were able to give
46:18
leads, not just to me, they were giving other agents five or six deals a year too.
46:23
That's awesome.
46:24
Cool.
46:25
Well, listen, I know you're busy.
46:27
And you've got more business to do.
46:29
So once again, for those that are listening, lenders, share this podcast with your agents,
46:33
get Liz's book, what's the best place to get your book?
46:36
I'm Amazon and Kindle.
46:38
Okay.
46:39
So it's Perk, your sphere, how to reward those who reward you.
46:44
The website if you want to check Liz out is, Liz keeps it real.com, correct?
46:49
Yes.
46:50
Yes.
46:51
We have a Facebook group and Facebook page for the book as well, Perkish Fair Mastermind
46:55
is the group.
46:57
Where people collaborate and Perkish Sphere, rewarding blah, blah, blah is the Facebook
47:02
page, where we'll announce events and stuff.
47:04
Yeah.
47:05
And I think what's great about this, hopefully, it sparks some creativity, some thinking.
47:08
And you know, you customize it to your own preferences, but you know, take these ideas
47:12
and run with them because, you know, 18-to-1 return helped you sell upward, you know, getting
47:17
it to 100 homes a year and stuff, clearly it has made a big impact for you.
47:22
Yes, for sure.
47:23
I don't cold call.
47:24
Beautiful.
47:25
Well, listen, listeners, thanks for tuning in for this week's episode.
47:28
As always, we appreciate you.
47:29
If you haven't subscribed yet, please do so.
47:32
Leave your comments, ratings, five star would be nice if you feel we're up to it.
47:36
And once again, I appreciate you guys, Liz, thanks for joining us.
47:39
Thanks for having me.
47:41
You bet.
47:42
Everybody take care.
47:43
We'll see you on the next one.
47:44
Bye for now.
47:45
Thanks for listening to Mortgage Marketing Radio.
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