Jess Lenouvel is a real estate marketing expert, author, and founder of The Listings Lab. In an age where algorithms rule our lives, her innovative approach bucks the traditional real estate mold and gives agents back their time and freedom without sacrificing growth or peace of mind. With an emphasis on marketing, personal connection, and timeless principles, Jess is a thought leader in the industry, enabling real estate agents to thrive in both their professional and personal lives. Listen to this episode and learn why identifying a niche is critical to creating a winning strategy, the nine posts that are critical to attracting (instead of chasing) your ideal client, how to choose your platform, and how to build your audience. Bring a pen because you will want to take notes!

Hey guys, what's the best way to make your real estate marketing really pop, to come to life and generate more buyers and seller calls and emails and texts?

Well, the secret is using the AIDA approach, which stands for:

Attention
Interest
Desire
Action

I want you to go back and measure all your marketing against this standard. It's simple and easy to understand.

It starts with Attention.

Is the marketing you're doing grabbing people's attention, shaking them and saying, Hey, you gotta look at me?When you look at marketing in magazines, on television, or on the internet, it has to break through the other 5,000 advertising messages the average American sees every day. So how do we break through? A lot of times, it's by asking a question, using photography, or creating visuals that are funny, ironic, or shocking. If it's the same old boring photos and headshots that you see with most realtors, it won't do that. We have to get outside the box.

The second thing is Interest.

We...

Hey guys, in real estate, we often hear the word "affordability". What does it mean and how can we break it down for our clients? Affordability has three components.

The first one is how much people are making. In the last year, on average, wages have gone up a little over 7%. So people are making a little bit more, which means they can afford a little bit more in their house.

The second leg of this is housing prices. Housing prices have flattened out compared to what we were seeing in 2019 and 2020, and in some markets, we're seeing some declines. Last quarter, home prices decreased by about 4%, which is significantly less than the double-digit gains we have seen in previous years.

The last component is interest rates. Interest rates are having the biggest impact on affordability. But it is important to remember that when buying a home, home prices are permanent, but interest rates and wages are temporary. As wages generally increase year after year, two of the compone...

As a coach, I tell my students that if they want to be highly visible on social media, they need to meet a minimum standard of five posts a week, two videos, and two stories.

Visibility is more important than ability because if you're invisible, no one knows to do business with you, no matter how good you are.

But many students struggle with knowing what to post. That's why I recommend two game-changing ideas:

1. Educational marketing: When was the last time you posted something educational on social media? Try to educate your audience about the real estate market. You could talk about interest rates, inspections, appraisals, down payment programs, and much more. People love learning new things, and an educational post will establish you as an expert in your field.

2. Opinion posts: People want to hear your professional opinion, and they trust experts who deliver them. Think about highly paid professionals like doctors and attorneys—they earn their salaries by giving opi...

How old were you when you moved out of your parents' house? And how old were you when you purchased your first home? New information from the National Association of REALTORS shares the latest data with us on the averages in the US. The average age of someone leaving their parents' house today is... drum roll... 26 years old. And the average age for them to purchase their first home is 34.

So I'm gonna challenge you. Put this out on a social media post and ask that question:

When's the first time you moved outta your parents' house? When did you buy your first house? You're gonna get a ton of responses. Then answer the question yourself like I did recently, and I got a huge response on this, and my answer was, I moved out at 17. I bought my first house at 19.

Then you might dig deeper and say, what's preventing you from taking that next step? If you have some people say, well, I'm not a homeowner yet. Get into that conversation. Be the educator. If you can help people g...

Here's a quick question:

Have you offered your concierge services to all of your clients?

First of all, what's your concierge services? That means that you are the point of contact for anything that has anything remotely to do with real estate, for all of your sphere of influence. And your farmer areas. And your social audiences. So in all those categories, I want those people to think of you when they need a plumber, an electrician, a carpet layer, etc. They're thinking about you before they think about anyone else because you're the main point of contact.

Now, how do you insert value so that they actually make that call instead of just Googling it? Well, here is the way you insert value:

First of all, you gotta talk about it and you should say something like this, "Hey, you may not be aware of this, but I want to act as your real estate concierge for anything that you have related to your house. Whether it's landscaping, a new roof, carpet, new cabinets, you name it. ...

If you're looking for a way to quickly ramp up your business—if you're having a little bit of a slow time, or even if you're not—and you want to lead generate in a simple, easy, and organic way, let me give you the 20 messages a day strategy.

The 20 messages a day strategy is very, very simple.

I'm gonna use my social media account. You can pick your one: Instagram, Facebook, wherever. I'm gonna go to my friend's list of my following, my group, my audience, and I'm just gonna pick 20 people. And I'm generally just gonna start at the A's and work my way down. Or start a Z's and work my way up.

But I'm gonna click on each individual profile of those 20 different people. I'm gonna find something interesting, something they've posted that really catches my interest. Maybe they went to a restaurant, they went on vacation, they went to a certain business that you frequent, they bought something super cool, whatever it happens to be.

Then, I'm gonna send them a message rela...

Hey, you know what's interesting? The least interesting thing about you.

And you know what the least interesting thing about you is? That you sell real estate.

I know it's hard to hear, but that's the truth. When people look at you, if you're just one dimensional, and all you talk about is real estate pretty soon they're gonna get bored with you as a person. Why? Well, they're gonna relegate you to noise because every time they listen to you or look at your feeds, they're only gonna hear about real estate. And people get tired of it.

What people want is fresh, new, exciting, and different content. So I want you to think about the five persona strategy.

When it comes to your tombstone, what do you wanna be known for after we're all gone?

You're probably not gonna talk a lot about real estate. You might say you're a REALTOR, but what else was exciting about you? What else was different about you?

Could be that you're a mother, father, uncle, or grandma. Or that you e...

A recent study by Bloomberg shows that by 2040 electric vehicles will make up the majority of new car sales worldwide, and account for 33% of all the light duty vehicles on the road.

Because of that, electric charging stations at homes are gonna become more and more and more valuable.

So think about this when you're working with a builder or somebody that's doing a remodel or flip on a home. Would it be important, would it be something valuable to add that charting a station to the property as a way to create more value in that property to a pretty large segment—and growing—segment of home buyers?

By the way, an upgrade in capacity for electrical load, according to Seth Cutler, is that it's gonna cost between about $1,500 and $7,500 to upgrade your electrical system to handle that capacity.

But what can you get back when you sell the property? Well, we don't know that hasn't been studied. But we do know that it's among the top five features that millennials want in thei...

My guess is that you're somebody that gives back to the community. Now, you might do it in small, subtle ways that people may not notice. But what if you could give back to charity in a way that helped you, the charity, and also helped your business at the same time?

It's a true win-win situation.

How could you do that?

Well, one of the ways is to pick a charity that you really care about, that you're passionate about, and then secondly, tie that charity to closings in the new year.

So here's an example:

What if you sent out an email, a text, social media post, and you said something like this:

"Hey, in 2023, I've set a goal of selling 30 homes. And I want to help that number of families achieve their real estate goals. But I want to go bigger and also help my favorite charity achieve their goals. So for every closing I have between January and March of this year, I'm gonna donate [fill in the blank: $100, $200, $500] for every closing to this charity. And lemme tell ...