FULL AUDIO TRANSCRIPTION:
Justin Stoddart 0:00
What is up everybody, welcome to this weekly addition of the of the livestream inside of this successful real estate agents, Facebook group. For those that are listening to the podcast after the fact, I would encourage you if you’re not yet a member of the successful real estate agents Facebook group, not only do we do really fun and engaging live streams like this, but we give away so many free resources to help you apply the principles that we teach. So again, if you’re not yet a member of the successful real estate agents Facebook group, please go do that. Now if by chance you’re watching it inside this group, then you know what I’m talking about. And welcome. So excited to have you all here. Today we’re talking about own the inbox, we say that, again, own the inbox, I want to change the paradigm on how many emails you should be sending, what should be the format of those emails, and how easy it should be for you to send out these emails. I want you to know that still, after all these years, electronic mail is still a predominant way that people communicate. I gotta tell you a quick story. My brother was a freshman in college, the University of Oregon, and one of his required classes was electronic mail. That’s right, that was a class. This is like late 90s, mid 90s. And I remember him telling the story that he thought electronic mail and he was sitting is very first class. And they told me they said, This is going to be a predominant way that people communicate for years to come. And my brother thought this is the dumbest thing I’ve ever heard electronic mail. Are you kidding me? Like this class is such a waste of time. And that funny like that was his perspective? Is it like this is a joke, nobody’s ever going to do this. And here we are today, 25 years later? And how often? How many times did you check your inbox today? I won’t make you actually respond, because we probably be embarrassed that the reality is we probably had our tab open all day long. And these emails came in, we just simply let them trickle in. I’ll share with you that that’s probably one of the most effective ways to be ineffective, by the way is to keep your inbox open all day long. I struggled that myself I when I’m in my best thinking I’m not doing that. But the reality is, that’s how so many people operate. It’s just the way it is, folks. And if we are not present there, people are forgetting us. So many of you think like, Oh, my goodness, I don’t want to send out an email every month. That’s too much. Right? If by chance, you’ve thought that like, you know what, I’m afraid I’m sending out too many emails once or twice a month is too much. Just put like in the comments. Put like, yes, put Yes, I’m or if that’s a concern of yours, because I don’t I don’t want to send too many emails. Just put, yes, that’s a concern of mine.
Justin Stoddart 2:51
In fact, you could just put too many, right. If by chance, you’re like, I don’t know what to say. Maybe put just put down your questions inside of the chat. And I’m happy to answer the chat as we go along. I see somebody telling me Hey, good afternoon. I can’t send enough emails. I love it. We got we got two crowds here. So we’re gonna get into today about how many emails I believe you should be sending. And give you very specific tactical advice on exactly what you should be sending that each email will take you probably five minutes, okay, probably five minutes. And what this will allow you to do is to be ever present in people’s minds. If you are sending less than or only one email a month, I’m telling you, you are being forgotten. If you are sending emails that are heavy graphics, lots of HTML, lots of like, lots of fancy stuff. People aren’t even reading it. Right? They recognize it’s not you. It’s not your voice. It’s some canned crap. Excuse my language, that people don’t feel that they they feel like they’re giving a newsletter, not a personal message from you. So what I’m going to be sure and help you to do today is to know a better idea of how many emails I believe you should be sending. And also how to do it in a way that people will love it and they will never forget you. Okay, how does that sound? That sounds good. Put, I’m excited. Like let’s just let’s just get some not knowing what to send. I’ve got a question or not knowing what to send, I’m going to help you it is your lucky day to the individual who’s got that as a question. If you have other questions, let me know I’m going to give you very specific input that I’ve tested myself and more importantly, my mentor, sure answer Bazza, who took a
Justin Stoddart 4:45
took a an amazing brokerage from 350 million to 3.5 billion. In other words, he texted in five years took it and sold it to a massive company out of the hat a large exit and he tested this a mill
Justin Stoddart 5:00
The emails he tested, and the emails I’m going to share with you today are going to be exactly what he recommended. People should send excited about that. I’m excited about that. Okay, got some excitement down here in the comments. Thank you guys. Very good. Okay, so let’s dive in. Let me share just this reality
Justin Stoddart 5:17
is that if you think sending one email per month is too much, let’s put it in perspective. How many emails do you get on a given day?
Justin Stoddart 5:30
Okay, how many emails do you do you get on a given day? I would guess that each and every one of us probably get 100 emails, potentially 100 emails, okay. Now for some of you might be closer to 50. But just for easy math. Right? I’m going to put hundreds I’ve got multiple 100. Someone else’s responding here. Okay, this is great. So let’s say it’s 100, just to get somewhere in the middle. And there’s let’s call it 30 days in the average month, how many emails is that guys? 30 times 100? That’s 3000 emails per month if my math is correct. If it’s not, please correct me 3000 emails in any given month, okay. So if you are one of 3000, how often are people going to be thinking about you? Not very often, not very often at all, and many people probably get more emails, okay. So not only do you need to increase what I believe the frequency of emails, but you also need to be increasing the quality. Now, when I say quality, I’m not talking about you need to have fancier graphics to hire a copywriter. You just need to be you folks. You just need to be you people are on your list because they want to hear from you. They want to get value from you. If they can’t hear your voice because you’ve outsourced this to somebody else. Guess what, they’re going to outsource you to the junk mail here really quickly. They’re gonna unsubscribe. Right? Now, if they unsubscribe and it’s your voice, guess what? They’re not your people. It’s okay. It’s okay. You want to be surrounded by people? Who are your people? Okay, that makes sense. Like, speak your voice. And speak it often giving lots of value away for free.
Justin Stoddart 7:16
And your people will stay close to you. Okay. And over time, as you get more and more valuable, you will attract more and more people. Okay. Boom, I’m liking the responses here. Guys. Your energy is contagious. I’m excited to be with you. All right, shall we dive in. So get one of 3000 is not enough. I’m going to share with my screen here really quickly, so that you can all just see exactly. I’m going to walk you through this. So you can have very tactical, and I’m even happy to share at the end this document with you. So that you are able to see that if you can see my screen, which is simply a Google Doc, I want you to put Yes, just let me know I can see it. Okay. Just just to be sure that you can see it. I believe that I that you can see it because I’m I’m looking at it through the proper lens here. Okay.
Justin Stoddart 8:07
Okay, very good. Hopefully you guys can see that and it’s not super too bright. And looks like my light just went off. So it’s gonna be dark. Oh, there we go. Okay, we’re back. Alright, so, six. Okay, good. You guys can see it. Okay, six simple, monthly emails that your clients will love. Okay, we’re going to first of all, talk about two emails that I believe you should be sending out every single month. Now, none of them get to tell you what they should be. But I’m gonna give you a very simple framework by which you can do these in less than five minutes. Okay. So let me go back to my tab here. Okay, so the monthly emails, I believe that you should send one on the first.
Justin Stoddart 8:48
And that one should be what we call a science email.
Justin Stoddart 8:53
Specifically, what I mean by that is, it’s market related, you are proving to them that you know what’s happening in the market. Okay, here’s the framework for this. What I’m not talking about is to have like, copy and paste a bunch of stuff from the RMLs. Like, bar graphs, big charts, tons and numbers, guys, people won’t read that. And if they will, their engineers you probably won’t want to work with anyway, that makes sense. Like you get to details you’re gonna get clients that you hate, right, that you just can’t stand because they just want to know everything that’s not even necessary. Okay? Try to fix my lighting here. While I’m talking to this. Let’s see if that works. Okay, so I want you to do it. This is a three part framework, okay, simple three part framework. Okay, part number one is choose one metric. It could be inventory is on the rise. Okay? That could be one metric. Okay, that’s point one of the framework. Step two is interpret that for like, interpret and apply that to me. For example,
Justin Stoddart 10:00
inventory is on the rise. Buyers now have more options to choose from right? Or it can be inventory went from here to here, don’t overwhelm them with too many metrics, right? But inventory went from here to here. Here’s what this means for you. If you or someone you know is looking to buy, you now have a little more time, you have days instead of hours to decide if you want that house. Okay, super simple. Like you’re talking to a fourth grader. Okay, apply that to them. What does this mean? One metric, here’s what it means now could be, this is the most interesting metric that I’ve been watching this past month. Okay. Step three, this is the final step of this very first email that I believe you should send out on the first of the month, or very close to. Okay, the third step is a client story.
Justin Stoddart 10:57
So for example, inventory went up, you now have days to decide on a house instead of hours.
Justin Stoddart 11:06
I have some buyers that were looking to find a home for the past six months could not find one that they liked. We just got them into their home.
Justin Stoddart 11:17
Okay, that’s a client story. What you’re doing is saying I understand the market. I understand how this applies to you. And here’s how we made it work for people. Okay, so a client story. Now it doesn’t have to be your client story. And I’m not saying that you should plagiarize. plagiarize is the right word. I don’t I’m not saying that you should lie and tell people that it is. But say it say we my firm was working with a client, it could be somebody in your office, right? It doesn’t have to be your story specific. Don’t say that it is if it’s not, but just a client story of someone that you and or your team and your brokerage worked with. That highlights that fact that the metric has changed, that that the metric means something to people. And here’s a real life example of what that looks like. That’s the three part framework for your first email. Okay.
Justin Stoddart 12:08
Second, email, this is a monthly so this would happen on the 15th. This is what we call an art, email. Okay, now, this isn’t about art. This is about lifestyle. Think of science and art. Okay, a life style email.
Justin Stoddart 12:26
In other words, what does it look like to live in my area? Living in Canby, Oregon, let me tell you what’s happening in this area. Wherever you your ideal clients are at the neighborhood the community, talk to people about what’s happening in the area, not market related, but lifestyle related. The reality is most people are not shopping for a house right now. The reality is most people
Justin Stoddart 12:52
are living in an area right now. Right? They’re living in a neighborhood right now. So the important thing to realize is that meet people where they’re at, okay, meet people where they’re at. Let me see I can expand this a little bit. I think I can, you can see a little bit better now.
Justin Stoddart 13:06
All right, meet people where they’re at, talk to them about what’s happening in the area, what it’s like to live here. Okay, many people that do YouTube channels, have some close friends who kill with YouTube. And the most interesting that people have. The most interesting thing that people watch on YouTube, when it comes to real estate is market specific stuff. It’s about what it’s like to live in a particular area. Okay. So this is simply I’ll just put it down here to make it super simple for everybody. So that this document if you’re watching this, and you’re if you’re listening to this, okay, message me and say, send to me, right, send, say summary, right, just put it the common summary, we’ll be sure that you get tagged so that you have access to this template. If you’re listening to the podcast afterwards. Right message me, you can find me on any of the major social mediums and just put on the inbox summary. And if you say please, I’ll even do it with a smile. Okay. So we’re going to put here
Justin Stoddart 14:01
what it’s like living in your area. Now what’s coming, what’s happening, what happened, right? So they understand that you understand life as well. Okay, those are your two monthly emails. This folks is the foundation. This is at minimum, you need to have these two emails going out every single month like clockwork. Now, this should not take you very long I’m not talking about long drawn out things I’m talking about very simple, very simple emails as if you are writing to a friend. Okay, as if you’re writing to a friend and guess what your friends will read it. Okay. All right. Now let’s move on to the additional for for those that are that are advanced level that are ready to say you know what, my clients also spend a lot of time in their inbox. I need to be there as well. I need to own the inbox. Okay. This is the framework for
Justin Stoddart 15:00
I’m owning the inbox on a weekly basis. Okay? This email is called the Deal of the Week. Again, this was taught to me by my dear mentor, it’s called the Deal of the Week you choose a day, whether it’s Tuesday, Wednesday or Thursday, don’t do Monday don’t do Friday probably won’t do the weekends. Choose one of those days middle the week the best open rates are those days, okay. And this email is going to be subject line. Can you send this out every week subject line is going to be Deal of the Week. ifan Whatever your town is, can be right, that’s right, let’s do the week can be. Now you Now these don’t have to be your listings. That that’d be cool if they were but not necessary. But you’re going to put down what was as you scan the MLS in your community, what is the home that stood out to you the most? What is the Deal of the Week? You just choose one, folks, this is not complicated. Okay, now, the six bullet points, okay. Again, I’m giving you, I’m giving you this, this is exactly not just what we teach, but what we help our private clients to execute and implement. Okay, on that note, let me take just a second here. If by chance, you’re like, Man, this is good stuff. I really appreciate this. I would love to see what it looks like to work with Justin and team, I just invite you to schedule a conversation with us I have on the bottom of the screen right here. This message to think bigger rte.com. That’s our website, think bigger are you.com forward slash get our help. We’ll schedule a consultation, we’ll see if it’s the right fit. We may very well not be we turn a number of people away just because it’s not the right fit like we are. We don’t do what they’re looking for. And we’ll happily refer you to somebody else. But if you’ve been wondering like, Man, I would love to get this kind of help. personalized to me and my business. This is your chance to reach out to us we’ll schedule a quick conversation, zero pressure, right, zero pressure, we’re all about adding value to the right people. If it’s not the right fit, we’ll we’ll let you know. Okay, now back to what these emails should entail. Okay. Six bullet points. The first one, the first two I should say, are two bullet points about the home. About the home about the home. For example. three bedroom, two bath home in a quiet cul de sac. Okay, that’d be one bullet. Beautiful, entertaining space in the backyard. Okay, that would be an example of two things about the home. Okay. The second two bullet points meaning bullet points three and four. are about the neighborhood. Okay. Awesome. Schools. Close to close to great parks. Okay, about the neighborhood.
Justin Stoddart 18:01
out the neighborhood. Okay, these are like a couple like one sentence, guys, each of these. This is not like I’m gonna write in a whole MLS description. No, you’re teasing. Right? You’re simply passing out a food demo, like at Costco. And they’re like, oh, that tastes pretty good. We’re looking for a home like that. We should buy that we should be in contact with them. Okay, so the next two points are about the neighborhood. Okay, the last two are, why you like it. Here’s why I like this home is theirs. There’s got adu potential. Here too. I like I think this is an up and coming neighborhood. I like it because I feel like this home is really well priced. Now, here’s a couple of other additional points, is it you don’t put the price? Okay, now you could as one of the bullet points, but the most important thing is no links. No pictures. No address. You are compelling them to reply to you. Now, if I’m not interested in homes right now, I still think it’s kind of interesting, right? Kind of a voyeur. Where I think most people are like, Oh, that’s cool. Oh, I like what he likes. Oh, cool, right. And I might just say, Hey, tell me more. Right? What you’re doing is a couple of things. You’re getting people used to the fact that you understand the market, and that you have an opinion on the market. And that you’re constantly evaluating what are the best deals? What are the best deals in the marketplace? This just simply brands you as an expert, as somebody who always has their finger on the pulse. I guarantee that you have lost deals, not because you weren’t the best and most qualified. I guarantee that you lost deals because at the moment of decision use slipped out of their periphery and they forgot about you. In other words, you did not own enough real estate in their brain. To have them remember you mind share, because they forgot about you at the moment of decision, there was 0% chance you’re gonna get that business because they forgot about you. This will ensure that people don’t forget about you a simple email that simply tells them here’s what’s happening in our area. Okay, the Deal of the Week. Now, I have agents who probably have had questions about this, or who have had questions saying like, Man, I am concerned that this is too much that people are not going to like this. Okay? The evidence shows you can believe whatever you want to believe. But after a million split tests a million before they really widely adopted this, a million. They found that open rates and subscribe rates went up not unsubscribe rates, but subscribe rates. Why? Because they weren’t big fancy dancy emails that that had nothing to do with the person who was sending them that was outsourced to some stock company that was just given crap. Even it was good crap, it wasn’t them. They want to hear your voice folks. They want to hear your opinions. They want an expert, they want somebody who can lead them in real estate. Okay, now your art and your science are going to are going to throw in a little bit different flavor. But all of this needs to be in your voice. I see I’ve got a hand raised here. If you want to put your comments inside of inside of the chat here, I’ll answer it. I’d love to do that. So please just put your question right into the, you know, write into the comments, and I’ll see it if by chance we don’t. We don’t get it by time we’re done. I’ll go into the Facebook group. And I’ll answer it in the comments there. And for those that are listening via podcast, go into the group and find it. Oh, someone was just saying hello. That wasn’t a question. I was just a hello. Oh, hello, that wasn’t a question. If you have a question about this, if you there’s something that that I shared here that you did not understand. Let me know I’d love to answer questions. But again, I think we can all kind of submit to the fact that the data is the most important thing. Right? Those who have tested it are the ones that we should listen to. Yes, we can have an opinion. Yes, we can think my people want like that.
Justin Stoddart 22:37
The evidence shows otherwise. Okay. Now you might be saying like people don’t even check their emails. My people are on social media. I’m a younger demographic. People just don’t check their emails. That may be true. And this topic may not be as relevant for you. But my guess is you probably be surprised that as soon as people start getting into money, money enough to buy a house to buy a rental property, they’re probably checking their email, people that don’t check their email, my guess unless they’re like, like tech billionaires, right? The reality is that probably at least keep an eye on their email. And if nothing more, guys, if they don’t open and read and consume and respond and stuff, it’s okay. Just the fact that they’re seeing your name. Six times out of 3000 instead of one time out of 3000. Your chances just went up 600% They will not forget you 600% Your chances went up. Okay, I want you to think about that. Don’t you want your chances to go up? Now I get that email isn’t the only factor. But if it’s just simply mindshare, just simply the fact that you don’t want people to forget you, then you ought to consider that maybe this is a strategy, maybe this is a strategy you ought to employ. Okay, now get for those of you that are working directly with us already bleeding into this. There’s any questions you have? Let us know, for those that aren’t yet you’d like to see what does it look like to actually help you get this off the ground to choose the right email provider? What if my What if my email list is and I spam people? And so my stuff always ends up in people’s junk? How do I get people to reply to our shows up in their inbox and not just their promotions tab, right? These are all things that we’re studying all the time. The thing that most people don’t recognize is that your that Gmail, which is the provider of a lot of people, acts almost like a social media algorithm. So for example, if you send me an email and I regularly reply, or click the links or share with other people, Gmail recognizes that and they put that email closer and closer to the primary inbox. Whereas if I never open your emails, even if I put it as junk, or if I just delete it right away, Gmail will start to learn those patterns and those behaviors and they’ll start to move it further and further away from the primary inbox, which means that people But we’ll treat it less than less seriously. So there are part of what I’m teaching you here is essential for you to recognize that open rates are also very important, right? First of all, you just want to get a chance you want to get in the arena, to where people have a chance to, to even see you in their inbox. Then after that, it’s how can we start to continue to tweak what we say, to where people interact with it, reply to it, click on the links, so that Gmail and the other providers sort of realize, like, ah, these guys have relationship, I’m gonna, I’m gonna move this email higher and higher up the chain. Okay, so these are all things that that we study all the time, we send a lot of emails. And so we learn from experience, what it means to own the inbox, what it means to actually be in people’s minds when they need it. So again, if anybody here is looking for additional help on how to do this, how to execute on this, just reach out, let us help you. And for those of you that are already executing something like this Good on you, double down, keep it going. And with that being said, we are out of time, folks, hopefully this was value packed again, if you are interested in getting this, the link to this only inbox, one page document on a Google doc super simple, you can just go in and take a look at it and reference it. Put summary in the comments here. Or if you listen to the podcast, reach out, find me the input on the inbox summary and we’ll send you the Google link be super easy for you to utilize and begin implementing. Thanks everybody have a great time and my my favorite three words beyond I love you, which is who I say to those that I love most in life to the rest of all of us, which I love you guys do. But there are these three simple words near go think bigger. Texting guys appreciate you all and I look forward to seeing you soon.