Human resource directors, why should you care about them?

Well, if you're seeking a new lead generation strategy, consider focusing on HR directors.

Here's why:

In most markets, companies with over 25 employees have an HR person responsible for hiring, evaluations, and more. Part of their job involves recruiting, primarily focusing on the company's benefits.

But what if you could assist them in selling not only the company's benefits but also the benefits of living in the area?

Here's how you can approach HR directors:

Start by obtaining a list from the Chamber of Commerce and target larger businesses in your market. Introduce yourself as [Your Name] from ABC Real Estate, a relocation specialist.

Let them know you understand their role in human resources and offer your assistance as a REALTOR in promoting the market area. Emphasize that your services are free to the company, and you only earn a commission if...

I recently heard a great story about a real estate agent who moved to a new market and didn't know many people. She knew it would be challenging to succeed without a sphere of influence, so she came up with a brilliant strategy:

She researched the top 10 things people want to do in the area and created a video about each of them. She then posted the videos on YouTube and TikTok, and connected them to her website and blog.

By doing this, she was able to reach a wider audience and get her name out there.

She also used Facebook and Google pixels to remarket to people who visited her website, and started putting ads in front of them.

This strategy paid off, and it paid off big:

She went from zero to 10 million in business in just one year!

If you're interested in trying this strategy, don't worry - it's not technical or difficult. Everything you need to know can be found on YouTube, and most of it is free. The only cost is for ads, but...

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!

How's your real estate business going?

When I ask some people this question, they seem to lack enthusiasm about where they're at with their business. Unfortunately, this is not uncommon as we've entered what I like to call the Real Estate Hunger Games, and here's what that means:

This year, we're projected to close about four and a half million transactions in real estate with around 1.6 million REALTORS. When we rewind the clock back to 2012, just about a million REALTORS were in business and we were still closing about the same number of transactions. With 60% more REALTORS doing the same volume of transactions, it's no wonder why it's more competitive than it's ever been in our industry.

So, the question is, how do you make sure that you're not market driven but strategy driven?

I'm going to share with you a simple strategy that's going to be so simple you might think it won't work, but it absolutely will work...

Hey guys, some new interesting information from NAR regarding how far people move when they buy a new home.

For decades, the number was about 10 to 15 miles from where they were moving to where they were going to.

Now that shot up dramatically last year to 50 miles—an unheard of number. And where are people heading?

1. Small towns: up 9% from last year.

2. Rural areas: up 7% from last year.

So people are wanting to exit urban areas, kind of that urban exodus we've talked about for a long time. And why are they doing it? Well, they have remote working, they have a remote school, and they want to get out of the urban jungle. And affordability is a big issue. They can buy a much bigger house, much nicer house by going out to these rural and small town areas.

So what about your market? Are you starting to see this in your market?

Maybe you're on the flip side where you live in a rural market like I do and you're benefiting from people coming to you. And on the other side, maybe...

Here's a target market right now that could be a massive opportunity for us:

We should be looking for opportunities. In every market shift, there's an opportunity. And one opportunity we're starting to see is retirement.

People are accelerating their retirement plans. In fact, the number of retirees in the marketplace is up 13.7% in the third quarter of this year.

Why?

A lot of people just don't wanna face the challenges of recessionary markets and things happening, and that's out of their control. They just want to exit and enjoy the rest of their time, right?

So when you have a retiree, by definition, a lot of times what they do is they want to downsize. They wanna scale back their lifestyle, so they can afford the retirement. And we're seeing this a lot with empty nesters and just people that are ready for the next phase of their lives.

So these retirees are perfect target audience for us in that they're probably...

When you drive around your neighborhood or your community, you're gonna see some dilapidated houses. And you know, who else sees those? The city and county.

So what the city and county generally have is a compliance officer that's in charge of enforcing the city and county standards for how homes and properties should be maintained.

Now their standards are probably much lower than our standards, but they have to keep these properties to a certain standard. And if they don't do that, they give the homeowner or the property owner a violation notice. And this violation notice can become sequentially more serious with large fines attached to them.

So why am I bringing this up?

Well, it's a marketing opportunity.

One of the highest concentrations of buyers today is buyers looking for flip opportunities. These dilapidated properties, they can turn around and flip and, and turn a profit on. But there's not very many of them out there.

So...

We're coming into spring. And what do you see during spring? You see a lot of garage sales and estate sales as you're driving around through neighborhoods.

When you see that this should be a red flag opportunity for you. Because what you could do is circle back, just write down the address and write a little note. Or if you have the REDX, a system like that, you could find their phone number or their email address, and you could just send a message over. That's something like this:

"Hey, as a local REALTOR, I noticed you had a recent garage sale or estate sale. I hope it was super successful. Quick question: Are you considering a housing change? Many people who conduct a sale are preparing to relocate or sell the home, which is the reason for my question. Also my office as several buyers interested in the neighborhood. So if you'd consider an offer in your home, I'd love to have a chance to chat at your earliest convenience."

What an...

I want to talk to you about what I call the algorithm of sales. And what that means is that there's some base numbers in our industry, that if you embrace them, it can unlock unlimited opportunity.

The problem is most agents don't want to embrace them. They just want somebody to hand them a buyer or seller. Or for a buyer or seller to literally lay down in front of them so they can just start working with them.

Guys, that doesn't work.

You have to go out there and work the numbers if you want to do well.

I'm going to give you six numbers that are going to be just what I would call standard in the industry that you have to embrace for you to have success.

1. For every 30 conversations you have, you'll average one closing.

So if you want to make 300, 400, 500, $600,000 a year, you just have to figure out how many closings you need. And then multiply that number by 30, which will tell you how many conversations you need to have in...

If you have a gap in your income right now and you're out of escrows, what's the cause of that?

The cause isn't anything you're doing right now.

It's not the market conditions.

It's not something you just did yesterday or the day before.

It's actually something you've done 90 days ago.

Whenever I do this with my coaching students when they're having a gap in closings, I tell them to look back to 90 days ago.

What were you doing 90 days ago? Let's really look at the calendar and open it up. When we open up that calendar, we'll inevitably see a gap.

Maybe they went on vacation. Maybe they just took a few weeks off because something was going on in their lives and they stopped prospecting 90 days ago. And that's what comes forward like a snake eating an egg. It just travels down the timeline and then boom, it blows up resulting in them having no escrows in the moment.

So how do we eliminate this situation so we don't have gaps in the future?

It's...