Latest / Mortgage Marketing Radio / Ep# 40: How this Agent Created Instant Authority and Credibility With His Own Book

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Ep# 40: How this Agent Created Instant Authority and Credibility With His Own Book · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
0:04
the real estate agents is essential for success.
0:06
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Hey listeners, Jeff Zimper, welcome to this week's episode of Mortgage Marketing
1:40
Radio.
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I am so glad you're here.
1:43
By the way, if you haven't subscribed yet, make sure you take a moment to do that, subscribe
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on iTunes or Stitcher.
1:48
You can reach out to me anytime over at info at MortgageMarketingInstitute.com.
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podcasts and you want to go deeper, you want access to more content and resources, we've
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Join the other fellows who are sharing what's working across the country.
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Okay, let's get into this week's special guest and it's unique and different again.
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I did something similar to this a couple of weeks back, episode number 35 where I featured
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top agent who's selling 120 homes per year talking about branding.
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If you want to go back and listen to that, it's MortgageMarketingInstitute.com forward
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slash 35 for episode 35, Mike Bjorkman, Home Smart Realty, great interview where he talks
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about celebrity branding and positioning.
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So that went over so well.
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I came across another agent who is running two businesses between Minnesota and Beverly
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Hills, California, talk about two different markets.
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But what really grabbed my attention about my special guest this week is that he is author
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of a book.
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The book is titled One in a Million.
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Everything you need to know to find the best realtor.
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Eric self published this book, it's on Amazon, it's on different places and so forth
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and so what I do is unpack with Eric the impact of having a book in your business and you'll
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hear Eric talk about how he integrates the book into his process when he gets leads
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and there's the first phone call and one of the first steps of this process is sending
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the book and the amazing things that it does in terms of positioning him.
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Eric talks about a concept he learned in marketing called ACE, ACE, right?
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ACE marketing.
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What it stands for is authority, celebrity and expertise.
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And when you've got a book, you instantly get all three.
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You're perceived as an authority.
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You've got celebrity status and you're positioned as an expert.
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And let's just face it, right?
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Perception is reality.
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What the market perceives of you to be is what's true for them.
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Whether, by the way, it's true or not, perception is reality, perception is everything.
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Quite honestly.
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So how would you like to be able to attract and convert agents at your will without having
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a call call, without having to establish why you, why should I work with you versus other,
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how would you like to go away from the conversation about price?
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How would you like to make sure that agents never miss a coffee meeting?
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If you're doing agent classes, how would you like to guarantee that your classes fill
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up and overflow every single time?
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Would you like to provide value to real estate agents and bring them ideas and solutions
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that really make below their hair back and make them think, how about maybe teaming up
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with your agents and referral partners to help them write a book?
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If you are interested in doing that kind of stuff, let me know in felt at mortgagemarkinginstitute.com.
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More importantly, take time to listen to this very short podcast today where Eric is going
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to unpack the process of writing a book, the impact that it's had to his business, and
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how it's helping him really ignite his business.
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So without further ado, let's get into the show.
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Eric, welcome to the show.
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Glad to be here.
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Hey, appreciate you're making time, obviously you're very busy.
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So you came across my radar by listening to a different podcast and I heard about you as
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a real estate agent having a book, which is a rare animal, I think, in the real estate
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space.
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But one I want to see a lot more of, including from loan officers.
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But I want to maybe start there because, you know, before we hit record, we're talking
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about a lot of agents are more tactical than they are strategic and writing a book is
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something that I think is strategic and thinking of, but then it becomes tactical and how
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you use that.
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So maybe we can start with what the heck prompted you to consider writing a book?
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Well, the short answer is as I switched markets.
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So I went from being in the Midwest Minneapolis, Minnesota to be exact and jumping into a much
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larger market in Beverly Hills.
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And in any market, real estate agents, loan officers, et cetera, were somewhat commoditized.
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What makes one different than another?
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And I came across this concept through my readings, my research, my look into other successful
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businesses of this idea of ACE level marketing, which stands for authority, celebrity and
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expertise.
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And so if you really want to differentiate and not be a commodity, you need to find a way
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to elevate yourself above all of that competition.
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And for me, I chose the book as my platform.
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Okay, that's great.
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So ACE level marketing, say that again, authority, celebrity and expertise.
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So if you look at any phase of marketing and any business from selling cars to selling
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vacations, a lot of times like George Foreman Grill, are we really buying it because it
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George Foreman's there?
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Well, now he's the celebrity that endorses that product.
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So you writing a book or being on television or having a radio show or a podcast for that
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matter gives you celebrity, gives you authority in this certain space.
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And so writing a book, there's a cliche that says, well, he wrote the book on, well, there's
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a reason that that's there.
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Right.
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So you're the perception now.
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What did, how did that change your, your perception and your business in your markets?
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I basically use it as a business card.
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This is a new concept.
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The book was just completed last November.
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So it's new.
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But I know it goes to every prospect that I connect with.
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I handed out to potential referral partners, anyone, instead of just handing a business card
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or a brochure or a follow-up letter, which will all get thrown away, a hard copy paperback
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book will sit on a shelf at least.
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If not, get passed around and get read, it'll get taken on a plane, it'll get taken
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to a lunch meeting, it'll come to the beach.
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All the different places that someone can now, I get to lend credence as an expert on
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this particular topic.
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And so the book is called one in a million.
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Everything you need to know to find your best realtor.
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And I'm going through the table of contents and stuff.
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But what are you trying to accomplish with the content in the book?
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Basic differentiation.
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I don't want to be a commodity in a market where it's very difficult.
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It's very challenging to cut through the weeds of agents in a market that's as big as Los
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Angeles Beverly Hills.
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And so this, I'm hoping to push me into a platform that's a little bit higher.
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Did you write the content?
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I mean, yourself?
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Because normally that's kind of a, you know, for most people, daunting.
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I did.
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It was an absolute labor of love and there were moments that it was not fun to go through
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because I'm not a natural author.
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It's the first and only book that I've written.
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But it took around seven months and I would block off two sessions per week, typically
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once during the week, once on the weekend.
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And there were moments that I didn't have anything to be able to write.
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But working through that, you'd get some nuggets and then you just plow through and that
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created the book.
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Yeah.
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Thank you for sharing that because I was going to ask you what you're writing, you know,
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how did you get yourself the right being, you know, you got ourselves real estate and
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all that other stuff.
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So it came down to you blocking time and just you stare at a blank paper sometimes.
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But, you know, you've been in the business how long?
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In one facet or another for about 17 years, representing clients prior to me just doing
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investment-based work for about the past 10 or 11.
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Right.
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So was your intent then to try and pull out some of your experiences and stories and,
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you know, best practices that helps prospective buyers and sellers?
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Yeah.
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Yeah, absolutely.
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People have different ways that they process and, you know, some people are really creative.
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For me, I'm fairly linear in my thinking.
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And so I thought of an outline into the different chapters, but even within each chapter, I have
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somewhat of a sequence.
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I usually start with a story.
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Then I tie it into whatever that chapter's concept is and then I add my nuggets of value
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at the end of the chapter.
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And I just do that sequentially through the course of the book.
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And it's a decent sized book, 133 pages.
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Yeah.
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Absolutely.
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Yeah.
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That's great.
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I do have various calls to action in there.
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I do.
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I also use it as a soft sell.
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So there's at the end of the book, there's other places that people can go to, they can
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tie in to my website.
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They can tie in and ask for other value added items.
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So it works that way also.
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And is it self-published?
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It is.
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I went through a company called Dog Year Press, but I was involved in the creative process.
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Okay.
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Yeah.
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No, that's interesting because I've done a similar thing, but using create space, but
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I hadn't heard of Dog Year.
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So I want to order this book.
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If I go to order, where does it take me?
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Is that the self-publishing company or?
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You can go anywhere.
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So you can go Amazon.
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I'm available.
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I booked.
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Nice.
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Okay.
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So just searching on Amazon.
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Awesome.
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Do you have a Kindle version, by the way?
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I sure do.
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Yeah.
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Perfect.
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Okay.
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So take me through the process then of understanding how you're marketing your business
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right now because I want to, I want to understand where this book is inserted.
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I know you said it goes to everyone, right?
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But I mean, so how are people contacting you right now, meaning what's your main source
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of business?
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Is it S O I?
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Yes.
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So there's this concept of funnels.
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Yeah.
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I'm in a new market.
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So my, my old market, which I was in for 10 years is different than what I was in now.
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And so I have three main buckets.
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I have Sphere of Influence, which is growing.
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I'm starting year three soon.
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So that's still very much in its growth phase.
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I have referral partners, same concept.
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I refer business to insurance agents, mortgage brokers, moving companies, interior designers,
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et cetera, and try and add value back to them.
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That's a second bucket.
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My third bucket is online, both in SEO and PaperClick and then also in social media.
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And if you think of these different funnels of how a lead will come in, it either comes
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as a referral or it comes through the internet or a sign call or whatever it is, at that point
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once the lead comes in, we have my assistants will have a basic script to qualify the lead.
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And at the point of qualification, we hit them with our first value ad, which is the
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book.
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We will physically mail it to them.
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And then at that point, we hope to do a follow-up to make sure that they've received it.
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And it also targets the type of audience that we want.
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We want the person that's going to want to read this and have value.
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The person that doesn't want to read it, they might still be our client, but generally
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if they're taking the time to read page by page, I'm already pre-selling them.
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So you're sending out the book before you're scheduling the listing presentation?
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Correct.
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That's interesting.
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Most agents would shy away from that because they just want to get their man and do it.
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Right.
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So this is an additional cost of conversion.
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So I'll give a great, for example, and tweak these numbers anyway that you want to.
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But if you pay $10 as a cost to actually get a lead that is registered on your website
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or visited you on your social media, not a click, but an actual here's contact information
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and they've raised their hand.
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So it costs me based on the fact of how I make my purchasing for the book.
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It costs me about $10 to mail a physical copy out.
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So I doubled my cost of lead.
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You can do the math.
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If you've got 100 leads, if you've got 1,000 leads, you're just doubled your cost.
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But how much stronger is my conversion?
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Right.
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I should easily shift into double if not triple or more.
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What do you generally hear when you follow up with people after you've sent the book out?
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Obviously you ask them, right?
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Did you get the book?
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Correct.
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And then most people probably don't read the whole thing or do they?
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I don't know.
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I've seen a variety.
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I've seen some people say they haven't received it.
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Some people that say they just started to read it or they haven't read it.
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Other people that have started to quote me back chapters or reference certain comments
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in it.
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Really?
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And those are the people that I ideal.
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Some people, I've had people take a picture of the book and send it to me via social
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media.
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So it's doing its job.
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And again, it's early.
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It's at this point we're nearing six months of use.
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Right.
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Exactly.
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So how would you rank or quantify or place of value on the impact to your business of this
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book?
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So the long term benefit, you can use a book for a decade.
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There's not many pieces of marketing that you can, if not even longer, there will be certain
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aspects of the book that are not applicable based on them being a decade old.
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But then I just do a different rendition of the book or I do an upgrade if I want to.
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So at this point, again, let's just stick with the $10 per book and mailing cost.
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If I mail that out to a thousand people, that's $10,000.
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My average price point in the Beverly Hills market has a commission base that's $20 to $40,000.
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So if I send out a thousand books and even at direct mail rates of a 1% conversion,
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that's $10 clients, that $20 to $40,000 in commission.
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Yeah.
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And so this is, like you said, I think you called it about a $15 business card or something,
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but it is trying to, like in terms of impact and a listing presentation, right?
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Everybody's always looking for that home run with a listing.
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So you are essentially pre-sold before you get there.
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Yeah.
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That's the goal.
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And this book is just one tool of many that I use to differentiate.
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I don't just otherwise go in with a smile and a nice suit, and we have other tools that
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we're using as well.
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Like what, for example?
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Bomb, bomb video.
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It's a vended service.
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Are you familiar?
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Sure.
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Yeah.
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Yeah.
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So video is, if you're not using it already, I highly, highly recommend it.
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It's just a number, particularly for me in my market.
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I get a number of prospects that are from out of state or out of country.
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So we have to make a personal relationship.
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People aren't buying a widget.
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They're buying us as an agent or a mortgage broker.
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And so to get them to want to like us, trust us and know that we'll do a good job, I need
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to attempt to make that relationship either over the phone or through video.
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And that video helps quite a bit because they can see things like facial expression and
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smile and, you know, intonation, et cetera.
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And so how do you use bomb, bomb throughout the process?
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How early do you use it?
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We drip immediately.
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So I have both buyer and seller-based drips that are already in video.
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So the text can be personalized based on, like, mail-merge features.
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But the video itself is just fairly standardized.
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One is a welcome and register.
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And then the variety of other videos, we use a series of about eight to 10 over 16 to 20
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weeks.
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That will go out to an initial lead and they're all value ad-based.
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Would you like a copy of the book?
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Would you like a relocation packet?
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Would you like our VIP home buyers guide, et cetera?
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And those are set up in some type of an automated fashion once they opt in.
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Correct.
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And that's opting in on your website, typically?
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Correct, yes.
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Or do you also have, like, landing pages that are specific?
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I do.
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So I'm starting, and this is big.
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I haven't done this before, but in this market, another differentiator, I'm starting television
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commercials at the end of this month.
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Oh, really?
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So what kind?
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And my market down here in Orange County, there's somebody, Leon Canade.
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She's definitely a high-end, you know, luxury real estate specialist.
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She's been on the cable channel here for years.
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And that'll be the case.
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It's national programming and a local audience.
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So things like history, channel, Fox Sports, news, CSNBC, but just in my market.
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Wow.
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That's very cool, very cool.
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And of course, you'll be using the book in the bio-description, all that on the TV
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show.
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I'm sure.
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That's the whole pitch.
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It's not even really selling my services.
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It's, I'd love to give you a free copy of the book, and then they visit a landing page,
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they being the prospect.
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And on the landing page, they submit contact information to get a copy of the book.
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And then there's a special secondary offer after they've gotten the book of, would you also
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like a free password protected website for your home search?
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And then at that point, we start guiding them down the funnel.
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Is there a CRM that you are a fan of right now?
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I mean, I've gone through so many, unfortunately.
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I'll be honest, anything that you know and you like is fine.
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There's not one that's better than another.
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They all have issues and they all have things about them that are great.
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So I transitioned from using top producer to using one called Commission Zinc, which is
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also a lead generation platform.
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Yeah, it's a great platform.
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I always tell people it's the one you use is the one that's the best.
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Totally true.
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Awesome.
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So I know you're also doing other stuff like I see on your website.
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It's, I don't know if you've got two websites because the mid-coastgroup.com is that
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to cover both of your markets?
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Yeah, so that funnel's over to our, basically, our branded page, which we're still, you
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know, as any business that you're self-employed, you're constantly tweaking.
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Yeah.
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And so that's more of a billboard.
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It's not enough of a lead generator, which we're going through some changing.
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I see.
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The Commission Zinc based website that I use is called View Homes in Los Angeles area.com.
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And so that guides people into the funnel for sales.
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Los Angeles area.com, I'm going to pull out up right now because I always like these
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websites.
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They look really sharp.
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Yep.
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Okay.
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That's what I, it's, yeah, it's got the info there.
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You can put in your parameters, featured listings, all that kind of stuff.
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Very cool.
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Also, what stood out for me when I looked at your page was your involvement in charity.
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Or also, I guess I should say the fact that you are publicly making available your activities
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outside of you're not just a real estate agent, right?
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You're in the rotary club, you're part of charity, you're running the high heel dash for
19:20
the smile network, you're part of November, looks like, how impactful do you think that
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is to your business?
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Yeah.
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I think it's, again, we're very tight in the fact that our work is often our lives as
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well.
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And we're, if you look at the way we're going through generational shifts from boomers
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to X and Y to millennials, everything is on social media.
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Like your life is scripted and pictorial now all over the internet.
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And so the more that you can share about what makes you a human, again, we're the product.
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Why do you want to work with me as an agent versus someone else?
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I would like to share the things that allow me to be the differentiator.
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And if charitable causes are part of who I am, that's genuinely I would like to have
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a greater give back, I'm more than willing to share that as part of my business.
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It opens up that platform, which enrichens me as a person, not just as a business.
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Yeah.
20:14
So that sounds like we're talking about branding there.
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How do you feel about brand or your, obviously you're working on your brand?
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I just wonder if you have any articulation or comments about what a realtor's brand
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should be.
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Yeah.
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It should be authentic.
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I struggled for years with the idea of branding didn't generate leads.
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So I didn't want to put any spend or time into it.
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I just wanted to find lead funnels to be able to pump in more business.
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When in reality with this concept of our business is so personal, sure, you could say that you're
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helping someone sell a product, but in reality, it's a lifestyle choice.
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Their home is usually happening based on some big lifecycle event.
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And so because of that, it's okay.
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I have found it's okay to add a personal touch to that component.
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And so that creating my personal brand, which I'm putting a big push into many aspects
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of social media from a public Facebook page, to Instagram, to Twitter, we're just making
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more connectivity.
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Do you have your own brokerage?
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I don't.
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No.
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Who you affiliated with?
21:17
It's a boutique here in the Los Angeles Beverly Hills area called Tell Us Properties,
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in ELES.
21:23
I think I've heard of them.
21:26
Well, the reason why I mentioned that is because unlike most other agents where the franchise
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is the predominant brand, yours is not.
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The brand is you.
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Correct.
21:37
I mean, I still have to have plugs like licensure and the broker name to be the same size
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as mine.
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But if, and I'm very happy with my brokerage, I would not want to leave.
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But if you ever do, you're the brand that travels to different places.
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So mine is, well, publicize yourself.
21:51
Yeah.
21:52
Okay.
21:53
Great.
21:54
I don't want to leave the opportunity to talk to you about mortgage loan officers because
22:00
obviously you get approached by some and I don't know what your set up is in terms of
22:04
you've got one or two you're loyal with.
22:06
But I think this is a relevant conversation for loan officers as well.
22:10
What would you, if any, if you could, advice for loan officers in how to better approach
22:16
realtors?
22:17
How relevant do you think is, for instance, a loan officer having their own book?
22:20
Do you think that's a good idea?
22:21
I do.
22:22
It's extremely helpful.
22:23
And a lot of it depends on how you look to generate business like there's probably the
22:28
most natural marriage in our industry is mortgage and real estate more so than any other.
22:34
And so if you want to work with multiple real estate agents, you would want to provide them
22:39
with value.
22:40
And it's the same thing with a real estate agent back to a mortgage broker.
22:43
It's one thing to just give referrals back and forth.
22:46
But if you can really embed yourself into a couple of agents businesses and you don't
22:51
have to pick the agent that's doing a daily year, find the one that's going to really
22:54
help you grow and then embed yourself.
22:57
It might be seminars, it might be accountability meetings, it might be joint marketing on whatever
23:02
level that is.
23:03
But finding that you will get quote unquote free business from that agent every year for
23:08
the rest of your career if you really make a right machine of it.
23:12
Any unique approaches you've seen from a loan officer that stands out when they were
23:16
marketing to you?
23:17
Yeah, I saw someone actually, but I think we're closer to your market than
23:20
mine that had done, they hired inside sales agents and did circle calls and neighborhoods.
23:27
And so they would develop seller-based leads and then hand those out to real estate agents.
23:32
Really?
23:33
Find people who are open to selling?
23:34
Yes.
23:35
Huh.
23:36
Well, that's interesting.
23:37
Very cool.
23:38
Anything coming up for you, special projects wise or anything you want to talk about, projects,
23:42
charities you're involved in?
23:44
You know, most of it is a big business push.
23:47
This is the beginning of year three in my market, which is usually where in my last market
23:51
it's where things kind of started to double and take off.
23:54
And so I'm doing, I'm putting a lot of chips into the center of the table and I'm doing
23:58
them.
23:59
A big PR campaign, a big social media campaign and then as mentioned, the television commercials,
24:04
which seems to be taking the bulk of my time with doing that and running business.
24:07
Oh, yeah.
24:08
And now you're going to be kind of repurposing those anywhere like YouTube or something?
24:11
I will.
24:12
Yeah.
24:13
Of course you will.
24:14
Here's your smart.
24:15
That's awesome.
24:16
Well, hey, congratulations to you.
24:19
I mean, obviously you are successful by what I can tell you and I don't know each other
24:23
at all.
24:24
But obviously, you know, I'm looking at your website.
24:26
You're getting the, I forget what the name of that award is from Remax, the particular
24:30
one you got with Dave Lindergur there.
24:32
That was the Hall of Fame.
24:33
It's a lifetime achievement sort of award.
24:36
And that's a pretty good one where as far as those awards rank, isn't it?
24:39
Yeah.
24:40
Yeah.
24:41
Thanks for saying that.
24:42
It was a big one.
24:43
Yeah.
24:44
No doubt, man.
24:45
You're making time.
24:46
I just wanted to grab you real quick and just, you know, the book topic was me, top of
24:50
mind.
24:51
And it's like, I talked to realtors and law officers all the time and I show examples
24:55
of agents who have written books.
24:57
So with your permission, I'd like to include us, you know, yours in my presentation as
25:01
another example.
25:02
Yeah.
25:03
Of course.
25:04
And if you want to leave my contact information, if people have questions by all means they
25:07
can touch base anytime.
25:08
Yeah.
25:09
Well, how do you suggest people reach out to you if they want to?
25:11
You can visit my website and there's a contact page there.
25:14
So it's easiest.
25:15
It's just www.ericrbrown.com that is E-R-I-K-R as in Robert and then brown like the color
25:25
dot com.
25:26
Awesome.
25:27
Well, thank you so much for your time.
25:28
Congrats on all your success and look forward to seeing your show coming soon.
25:32
Hey, pleasure as mine.
25:33
Thanks, Jeff.
25:34
All right.
25:35
For all you listeners, thanks for tuning in once again.
25:36
I hope you enjoyed this episode.
25:37
If you haven't subscribed, at least do so.
25:39
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25:40
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25:41
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25:44
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25:45
Thanks for listening to Mortgage Marketing Radio.
25:49
One more truth in Mortgage Marketing.
25:51
Get more free training and resources at MortgageMarketingInstitute.com.
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