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No More Door-Knocking! What Rich Real Estate Agents Do Instead

By Sarah Layton

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Contrary to popular belief, door-knocking is not a money-making activity!

There was a time when it was one of the best guerilla-style marketing tactics in the industry.

There are even a few agents out there that made a killing in the 80’s and 90’s that will swear it is genius.

But it isn’t the 80’s or 90’s anymore. It’s 2018 for fuck’s sake.

If you want to become one of the 1% of real estate agents that actually makes more than $33K a year (the national average income of agents before taxes), you’re going to have to be smarter about how you make your money.

Outbound and outdated marketing tactics like Door-knocking suck because:

  • They require you to invest in lists and tools like dialers

  • They make you come off like a sleazy salesperson that wants someone’s money for nothing in return

  • They require you to do a lot of hard work and spend a waste a ton of time

  • They are completely untargeted

  • At most, you only get to “touch” one person at a time

  • Overall, the ROI is very low for the time and money required

Smart and rich real estate agents understand that outbound marketing is not the way to make it to the top in a 2018, 2025, 2030 environment.

I want to save you from spending a fortune and a ton of time on bullshit marketing tactics like door-knocking and let you in on a few secrets that rich real estate agents understand about how to succeed in real estate. That’s what today’s post is all about.

Inbound Marketing For Real Estate Leads

Discovering inbound marketing is like nothing short of orgasmic for any business owner.

That moment when you realize that you can actually get real estate clients to chase after you, instead of the other way around, your entire career and life changes!

The trick to inbound marketing is altruism.

The more value that you give away for free, the more people will follow, like, and trust you. I don’t have to tell you that earning people’s trust is the most important and challenging aspect of getting hired and referred as a real estate agent.

In order to know how to give value to attract clients, you have to first understand what it is that they want.

The most efficient and effective way to do this is to create a profile of your ideal clients and make a list of their most common problems and goals.

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Next, you need to create content that will help them solve their problems and achieve their goals.

DO NOT CREATE A TON OF CONTENT JUST TO SELL YOURSELF!

The more real estate content that you create, that is in the best interest of the people you want to attract, the more they will trust you and buy from you.

Every piece of original content that you create for your website, blog and social media will work at attracting clients for you 24/7 365.

The more original content you create and post, the more people you will attract to you. Your content will literally farm for you. It will eliminate the need to ever knock on a door, cold call, or do any other bullshit activities that will only hold you back.

Establish Passive Income Streams

Passive income is absolutely essential if you want to join the 1% of agents that really “make it”.

There are several ways that you can earn passive income as a real estate agent.

The three most effective ways are:

  1. Earn profit share by recruiting other agents

  2. Referrals that pay you a percentage

  3. Affiliate marketing

Can you guess what the secret ingredient that fuels all three of these passive income streams?

Content, of course!

You can create original content that shows people why they would be lucky to join your brokerage, gain a huge following that will earn you referrals, and make big bucks in your sleep by selling affiliate products and services.

Many of my copywriting clients actually profit off of the content they buy from me by charging sponsorship fees to be featured alongside the content I write for them. As an agent, it is easy to get vendors like home inspectors and loan officers to pay to be featured in your real estate blog and on your website. This is a great way to boost the resale value of your website, get more clients, and eliminate the need for outbound marketing for free!

Invest Back Into The Business

I can’t stress enough how important it is that you understand that all of the money that you earn in commissions doesn’t fucking belong to you!

Your commission money belongs to your business!

Your business can certainly cut you a payroll check but that’s all you should earn.

When I sell a copywriting package, 100% of that money goes into my business account. I don’t get richer when I sell services, my company does.

I can live off of $25K a year and that is all I pay myself. Everything else belongs to my company and is used to help scale the business larger and larger.

I can’t spend five fucking dollars at McDonald’s without feeling guilty because that is $5 that could have been used to buy a Facebook add that would have brought me more clients.

Every single penny that you don’t spend on your business gets you further and further away from your goals.

The reason most real estate agents bite the dust in their first year is they never learn how to do this. The reason most agents never break out of that $33K range, is they pay themselves everything they earn.

No business can succeed without being invested into.

I know everyone thinks you need to wear a Rolex and drive a Porsche to be a successful agent, but that is ass backward. The more money you waste on all of that bullshit, the further you will be from being able to truly afford those things.

P.S. Things are just fucking things. They don’t matter. The only reason you are buying that shit is because you are insecure.

So if you want to become rich by working less, you need to make a humble budget for yourself, get yourself on the payroll, and invest every last penny you can back into growing your business the smart way.

Watch: 5 Ways To Profit From Your Real Estate Content | Real Estate Marketing | Sarah Layton

Once you have invested the time or money to produce powerful real estate content you have to distribute it through the proper channels. Otherwise, it will just sit around collecting dust instead of collecting leads. Your content marketing strategy is just as important, if not more so, than the content itself.