The Layering Effect How to Build a Personal Brand

If you have ever spoken with Chad Bates, he mentions layering in every Pillar of success he uses in his business A lot of the classes we have done have some form of “layering” Follow Up Formula Facebook Ad’s Formula Turning Presentations Into Loans Consumer Direct SEO It is these layers that present your “brand” and create the “feeling” needed to move forward

There are many “layers” to choose from Each one has it’s own merits 1. Videos 2. campaigns 3. Training classes 4. Calls 5. Cards

There are “systems” you can buy AgentMarketing.com BoomTown ListingBooster.com MPC LoanToolBox Those systems are “layers”

No matter what “layers” you use NONE will generate a single loan This is the part that most people mis-understand (it’s the hard part) You buy this system and turn it on You give it to all the agents you know Your phone does NOT ring???????

The simple answer is the system is not a relationship You are either: 1. Building Referral Partner Leads 2. Closing Clients on Mortgage Deals For the referral partner, you are asking them to TRUST you with their paycheck (for this lead and any future referrals from the client) For the client, you are asking them to trust you on signing over a commitment to pay a very large sum of money over a very long period of time

That requires a real relationship To develop that relationship……… use layers

You can use any “formula” of layers you want Use the Follow Up Formula on the Mortgage Mastermind Group site if you don’t have layers A few Types of Layers – Presentations AgentMastermind Video Phone Calls AgentMarketing Facebook Office Visits Mobile Voice Routing LinkedIn Cards/Letters BoomTown Text Message HBM Open House (survival kit)

Don’t forget about the Communication Ladder/Pyramid/Loop/……. Choose your layers based on getting to the top of that ladder

Sending an inviting them to your presentation, or to check out your system is cool But add a layer or two and climb higher After the call them on the phone: “I heard you were serious about growing your real estate business, I would love to treat you to a cup of coffee and see if I may be able to help you with that.” “I heard you are a rock star real estate agent. I would love to treat you to a cup of coffee and pick your brain a little bit about what has you running such a successful business.” “I know you are really well connected in our local real estate market. I would love to treat you to a cup of coffee and get some of your thoughts on the some current trends I am seeing.”

The goal is to build the relationship That is best done Face to Face Every Layer you add gets you closer to that goal Heck, the Face to Face is part of the layering as well That’s the part where you get to actually build the relationship

The client side is every bit as important as the referral partner side for building a relationship I hear it all the time: I have a bunch of dead leads that never bought. Or The leads I get from there are no good. The reality is, there’s just no relationship there yet

Use layers to build these relationships too Every one makes that initial call……. But only 52% ever follow up Only 12% of you make more than 3 contacts But we know that 90% of sales are made between the 4 th and 12 th contacts

If they don’t “close” on that first call, use layers to contact them again and again Send them a text once a week: “A quick heads up while you are looking at homes this week. The current rate is 3.75%. I am available all week if you need a pre- approval or just have questions.” Or “A friend of mine just told about a few homes that just hit the market. Let me know if you want the address. Oh and if you need a pre-approval I can help.”

Connect with them on Social Media If you do this close to when the first call happened they will likely accept the friend request Don’t go and stalk them But definitely engage with them Keep it friendly here….NO business (other than your normal posts)

Call them every week or couple of weeks “Hey there Freddy, this is Paul Baxter with Legacy Financial. I am calling to see how the house hunting is going. My realtor friends are telling me inventory is low. Are you finding homes that you like?” NO….Maybe I can help…..Whats the name of the real estate agent you are working with? YES….Great! Have you gotten pre-approved yet?

The leads that everyone says are “bad leads” are people who have indicated interest in being a home owner People don’t just arbitrarily go to different real estate sites and fill out forms They were there because they want to own one People don’t click on and fill out forms for mortgages just for funsies They are trying to figure out if they are able to buy a home

Just cause they don’t close on the first call doesn’t mean they are a bad lead It means they either aren’t ready yet, or don’t trust you yet Use layers to help build trust, and to keep you in front of them when they are ready

All aspects of our business and marketing use layers Add your marketing skills together to create a personal brand that has layers for everyone