Marketing to Referral Partners Part 2What is your Cheese?

• Part 1 we talked about Follow Up Plans• What a Follow Up Plan looks like• Even some scripts for calling and emailing

• Today we will talk about your REASONS for calling

• Not just a reason for calling, also content for emails, videos, greeting cards• Your Unique Selling Proposition• Why your target would want to meet with you• This is your bait

• The goal of your Follow Up Plan is to give you a meeting opportunity• You must have a REASON for the target to meet you• The best reason to meet you is that you have a perceived value in the

meeting• That perceived value is your Cheese, your USP, the thing that

differentiates you

• What kind of Cheese do you have? Realtor Needs Assessment AgentMarketing.com Mobile Voice Routing Appreciation Marketing Homes For Hero's Local Renovation Specialist Live Training Classes you Teach On-Line Training you have access to

• Every one of you have more Cheese than you realize• Your knowledge about…..

Data Base Farming Facebook Fan Pages Video Marketing SEO………are all Cheeses you can use to get the meeting

• Do not try to sell your USP on the phone• Do not try to sell your USP in emails…or videos…or greeting cards

Only sell face to face• Provide enough in the call/email/video to peek interest and then get

the meeting

• For using the Realtor Needs Assessment as your Cheese: “Hey there Freddy. My name is Paul Baxter with Legacy Financial. I am calling you today because I heard you are serious about growing your business and well, I am serious about growing my business too. I would love to treat you to a cup of coffee and find out if there are some things I can do to help you grow yours. Is Thursday at 3 or Friday at 10 better for you?”

Likely objections: 1. I am too busy = Of course you are busy. A person as serious about growing their business as you are must be. One of the things I can help with are strategies to eliminate busy, and focus on productive. May I call you next week and see if you are less busy?2. I already have a lender = Of course you do. A person with your kind of Real Estate business has to. I am not looking to interfere with that right now. I simply would like to meet with you and talk about what you do that has so many saying what a great business you have.

• For using the AgentMarketing system as your Cheese: “Hey Freddy, this is Paul Baxter with Legacy Financial. I am calling you today because I heard you are serious about growing your business and well, I am serious about growing my business too. I would love to treat you to a cup of coffee and show this cool system that is helping some agents using it win every listing appointment they go to. Is Thursday at 3 or Friday at 10 better for you?”

Likely objections:1. What is it? = It is a complete property marketing system. But more than that it’s the strategy on how to use it to win listings. It takes about 15 to 20 minutes to show how agents are owning their area with this. 2. I already have something similar = Of course you do. You recognize the value of property websites. But a buddy of mine shared a specific strategy he is using that is literally winning every listing appointment they go into. It’s a lot more than just another system.

• For using the Mobile Voice Routing system as your Cheese: “Hey Freddy, this is Paul Baxter with Legacy Financial. I am calling you today because I heard you are serious about growing your business and well, I am serious about growing my business too. I would love to treat you to a cup of coffee and show this cool lead capture system that is a new school twist on an old school strategy. Is Thursday at 3 or Friday at 10 better for you?”

Likely objections:1. What is it? = It the new way to utilize call capture. This new way is

increasing conversion rates by 85%. It takes about 30 minutes to go over how it works.

2. I am working with another lender already = Of course you do. A person with your kind of Real Estate business has to. I am not looking to interfere with that right now. I am just looking show you the Mobile Voice Routing system and get your opinion on it.

• For using Appreciation Marketing as your Cheese:“Hey Freddy, this is Paul Baxter with Legacy Financial. I am calling you today because I heard you are serious about growing your business and well, I am serious about growing my business too. I would love to treat you to a cup of coffee and show this cool system I have for data base farming that really works. Is Thursday at 3 or Friday at 10 better for you?”

Likely objections:1. I am too busy = Of course you are busy. A person as serious about growing their business as you are must be. One of the things I can help with are strategies to eliminate busy, and focus on productive. May I call you next week and see if you are less busy?2. I am working with another lender already = Of course you do. A person with your kind of Real Estate business has to. I am not looking to interfere with that right now. I am just looking show you my Appreciation Marketing system and get your opinion on it.

• For using the Homes for Hero’s program as your Cheese: “Hey Freddy, this is Paul Baxter with Legacy Financial. I am calling you today because I heard you are serious about growing your business and well, I am serious about growing my business too. I would love to treat you to a cup of coffee and show this exclusive program that ties in awesome community service. Is Thursday at 3 or Friday at 10 better for you?”

Likely objections:1. What is it? = It’s the Homes for Hero’s program. It takes about 20

minutes to go over the highlights. Have you heard of Homes for Heros?

2. I am working with another lender already = Of course you do. A person with your kind of Real Estate business has to. I am not looking to interfere with that right now. I am just looking show you the Homes for Hero’s program and get your opinion on it.

• For using Local Renovation Loan specialist as your Cheese:“Hey Freddy, this is Paul Baxter with Legacy Financial. I am calling you today because I heard you are serious about growing your business and well, I am serious about growing my business too. I would love to treat you to a cup of coffee and show this awesome new program that will help you increase listings and buyers at the same time. Is Thursday at 3 or Friday at 10 better for you?”

Likely objections:1. I am too busy = Of course you are busy. A person as serious about growing their business as you are must be. One of the things I can help with are strategies to eliminate busy, and focus on productive. May I call you next week and see if you are less busy?2. I am already working with a lender = Of course you are. A person with your kind of Real Estate business has to. I am not looking to interfere with that right now. I am just looking to provide education on how Renovation Loans work because 85% of homes are now 15 years older or older.

• For using Live Training classes you teach as your Cheese: “Hey there Freddy. My name is Paul Baxter with Legacy Financial. I am calling you today because I heard you are serious about growing your business and well, I am serious about growing my business too. I would love to treat you to a cup of coffee and find out if there are some things I can do to help you grow yours. Is Thursday at 3 or Friday at 10 better for you?”

Likely objections:1. I am too busy = Of course you are busy. A person as serious about growing their business as you are must be. One of the things I can help with are strategies to eliminate busy, and focus on productive. May I call you next week and see if you are less busy?2. I am already working with a lender = Of course you are. A person with your kind of Real Estate business has to. I am not looking to interfere with that right now. I am just looking to share with you some of the education classes I provide to all real estate agents, no matter who their lender is.

• For using On-Line training classes you have access to as your Cheese: “Hey there Freddy. My name is Paul Baxter with Legacy Financial. I am calling you today because I heard you are serious about growing your business and well, I am serious about growing my business too. I would love to treat you to a cup of coffee and find out if there are some things I can do to help you grow yours. Is Thursday at 3 or Friday at 10 better for you?”

Likely objections:1. I am too busy = Of course you are busy. A person as serious about growing their business as you are must be. One of the things I can help with are strategies to eliminate busy, and focus on productive. May I call you next week and see if you are less busy?2. I am already working with a lender = Of course you are. A person with your kind of Real Estate business has to. I am not looking to interfere with that right now. I am just looking to share with you some of the education classes I provide to all real estate agents, no matter who their lender is.

• Notice something missing from this presentation?

• No details on setting up Cheese• No details on how to use AgentMarketing• No details on why I can call myself a Renovation Loan expert• No details on how to get set up with Homes for Hero’s

• That’s not the important part

• The important thing is to know YOUR cheese• You don’t need 5 or 10 different things to offer• Know what you want to meet about• Know the details of what your Realtor Needs Assessment is• Know only what your Cheese is• Then use it to get the appointment

• Once you get the appointment, the cheese is less relevant• Use the meeting to start the relationship• What do you do the first time you meet anyone???????

• Tell me about you…..

• Take them for a drive in your FORD

F – familyO – occupationR – recreationD - dreams