2022 R.E.N. Sales and Marketing Playbook

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Automated Follow-Up Systems One of the greatest ways REN clients can maximize their performance is through our automated email and text campaign strategies. Following our 12-month sales and marketing calendar structure, REN clients have access to customized campaigns by lead source and ready-to-use text and email scripts! Check out this example: 101

Cash offer Prospecting This cash offer prospecting campaign has 27 total actions that go out over 12 months, with the first being immediate! That means automated follow-up, the second one of your internet seller leads hits your REN marketing hub! If the lead answers the text, the response is automatically sent right to your phone to ensure quick conversions. REN Remarketing Technology Within our ReMarketing software powered by Witly you can easily create any type of ReMarketing or new Lead Gen ad right from within the platform! No more dealing with Facebook Ads Manager’s clunky application! Once you choose your ad type you can design the ad right from the preview window with your Marketing coach before setting up the ad cycle! 102

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Leveraging your time with a Marketing Coach Have you ever thought to yourself, “even if I have access to the technology and tools I need to follow up with my database, I know I won’t spend the time to do it?” This is one of the most significant issues in the real estate industry. As top producing agents, we prefer spending time in the field, doing what we do best, talking to people in person! That’s why when you sign up for a Level 3 REN service or higher, we include a Marketing Coach who will walk through setting up all of your campaigns with you and for you! Imagine having someone in your corner to help you with all of your marketing activities included in your package! If you want to learn more about the marketing coach, make sure you go to 10xmylistings.com for a free consultation! 104

GEO Farming Sales and Marketing Campaign Selecting your Farm Choosing a farm is very important and should be carefully considered. Many coaches debate the best practices in choosing a farm, but the same general principles hold. It comes down to a handful of critical factors to the success of your business in this niche. Option 1: Generic Farming Area ● High turnover - It’s important to look at turnover but not just in that year. You want to look at the historical averages to see if trends could change the outcome. ● Price - You want to find a price point that moves well in your market and is as high a price point as possible. People make a mistake just going after the highest turnover rate. ● You should also factor in market saturation with other agents. If you have an extremely well-known agent in the area, you might want to consider going to a secondary market. ● You can find our geographical calculator located in the resource section Option 2: Farming around Your Listings You can leverage your current listings to simultaneously dominate a new neighborhood and farm multiple communities. Of course, it requires coordination to farm multiple markets simultaneously, but the payoff is enormous. Option 3: Fsbo and Expireds to leverage New Farms You can start with FSBO and Expired sales and marketing campaigns and use the listings you get to start a farm in that neighborhood. This allows you to break into neighborhoods at will. ● Target the FSBO and Expireds in the neighborhood you want to farm. ● Get a listing and market the listing. ● Launch your 24-touchpoint JL/JS campaign around each listing explained below. 105

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Check out the Vendor Checklist for the details. 110

FSBO and Expired Sales and Marketing Campaign Why FSBO and Expireds This is the quickest and easiest way to build your listing inventory. Why? You already know that they are in the market to sell their home, and that’s half the battle. The other half, which you need to do no matter what leads your working, is effectively engaging them through sales and marketing activities. Cold calling expired and FSBOs has never been easy, but it provided consistent results. In the current market, fewer properties are expiring except the outrageously overpriced.\" Understanding The Psychology of the Home Seller One of the most important questions you can ask yourself before approaching a potential client is, “Why should they choose me instead of my competitor?” Often, agents will start naming off their GRI certifications to their CRS, as if that differentiates them from the next real estate agent. Agents will try to tell sellers that they’re the best, spout off a bunch of credentials, and talk about their recent accomplishments. I have news people: HOME SELLERS WHO DON’T KNOW YOU COULDN’T CARE LESS! You’ll need to try a different approach to get through to potential clients. You have to shift the focus from selling yourself to selling something they want – solutions and results. Most agents still present an “I am the best” type statement when soliciting a prospect. I see it done here locally all the time. They don’t connect to the major challenges being faced by the client or the market. The “all about me” approach to selling yourself is just plain useless. Don't get me wrong, your accomplishments add credibility, but today's buyers and sellers are looking for results and answers, not proclamations and announcements. Chest beating is out; solutions and benefits are in! Prospective buyers and sellers want whoever will get the job done quickly and cost-effectively. People don’t want to hear about how great you are. At this point, it all sounds the same to them—static. Go ahead and turn on your TV to a staticky channel, and you will understand exactly what the seller hears when you say you’re the best before you say anything else. 111

So then, what do people really care about? If you’re going to be an effective marketer, then this is simply something you must understand. Pain Points After surveying thousands of sellers, hundreds of agents, and studying several top coaches in the industry, we identified five major “Pain Points” that home sellers consistently have: 1. Lack of Communication. 2. Over Promise - Under Deliver. 3. Lack of Knowledge of the Marketplace. 4. The client’s interests are not protected. 5. Lack of Availability. We also identified the strategic positions used by top agents to address these “Pain Points.” Your strategies and plans may already cover some of these, but it’s important to address all five of them. Don’t forget – you’re trying to differentiate yourself from the competition. Addressing the home seller’s “Pain Points,” including a sound marketing plan, is one way to do that. Be sure to have amazing visual aids that support these solutions as well! So then what are the components of Strategic Positioning that address the “Pain Points” They are as follows: ★ Performance Guarantees ★ Risk-Free Offers ★ Communication Guarantees ★ Seller Advantage Program (FSBO) ★ Detailed Marketing Plan 112

Performance Guarantees Which of the following postcards do you think would get a better response? A postcard that says… “Thinking of BUYING or SELLING a home? We can HELP!” Or a postcard that says…. “I’ll sell your home in 29 days or I‘ll sell it for FREE… 100% GUARANTEED!” Well, I can tell you that the postcard with the guarantee would absolutely blow away the first postcard! It has a strong, clear Performance Guarantee! Remember, you’re going after people who don’t know who you are, so a performance guarantee is one way to grab their attention. Using a “call-to-action” headline when going after New Clients, FSBOs, Expired Listings, and Short Sales will help you get noticed and will result in your phone ringing off the hook! And now for the fine print… Don’t worry; you just need to protect yourself if you’re offering a guarantee! Even though the message reads, “I’ll sell your home in 29 days, or I’ll sell it for FREE,” there have to be restrictions, so you’re not selling homes left and right for free. There need to be conditions in place defining who qualifies for the program and the terms around it. A key condition is price. Price conditions guard you against sellers who think they can overprice their home by, say, $100,000 and then still expect you to sell it in 29 days. No way will that happen. Don’t set yourself up to be trapped by your Performance Guarantees. Instead, make sure they’re reasonable to both you and your customers, and be sure to put all terms and conditions in writing upfront. Risk-Free Offer Making it risk-free for your prospects to use you is the simplest way to overcome the “I don’t want to be locked into a contract” objection. An Easy Exit Listing Agreement alleviates this objection. 113

Consider communicating something like this: “If we do not provide 100% satisfactory service for some reason, just let us know. We promise to remedy the situation within 24 hours, and if you’re still not satisfied, we will release you unconditionally from the listing agreement with no further obligation”. Now that’s the kind of promise that people want to hear! It also adds credibility because you’re willing to stand behind your commitments. This offer (in addition to a Performance Guarantee) will drastically increase the number of people who choose you to list their house. Before you know it, you’re going to dominate your local market! Communication Guarantee What’s the number one complaint about real estate agents? Lack of communication! Sellers simply want to know what’s going on. A Communication Guarantee solves this problem. For example, you could tell your clients that you will call them every Monday to talk about the good and the bad, the challenges and successes, and discuss any other activity related to their property. If they fail to hear from you one Monday, they can terminate the listing agreement with you on the spot. You’ll pick up your signs, shake hands (all while being professional), and that’ll be the end of it! No questions asked. The great thing about a Communication Guarantee is that not only does it bring more value to your sellers, but it also forces you to communicate with them and have those sometimes difficult conversations about price and other aspects of the sale. Sometimes “forced communication” is a good thing from that standpoint alone, but it also helps build a relationship with the customer. The result is that you’re meeting their goal of frequent communication. It’s a win-win situation for everyone! Seller Advantage Program (FSBO) This is a strategy that many top agents use to convert FSBO leads. The Seller Advantage Program allows the FSBO Seller to sell the property independently for a defined period while it’s listed with the agent. If the FSBO Seller's efforts result in a sale within a set timeframe – usually the first 30 days – they don’t pay a commission. If it doesn’t sell in that timeframe, then you can take over. It’s generally offered with a range of commission rates to give sellers different options. This makes them feel in control, which is the key to getting through to a FSBO Seller! 114

It’s a great program for creating a partnership with FSBOs who are holding on to the hope that they can sell on their own. This is an incredible way to boost your listings! For more information on Communication Guarantees or the Seller Advantage Program (Marketing to FSBOs), visit www.ultimatelistingmachine.com Marketing Plan do Why is it essential to have a marketing plan? Real estate agents know that price really sells a home, but the public wants to see active marketing! They believe that marketing sells homes, so you need to show them that you have an aggressive marketing plan. If someone asks you what you’ll to market their home and you can’t give them a specific answer, that’s a problem! Have your detailed answer ready to go and time your response right. You don’t want to sell the listing over the phone by giving away too much detail about the plan, but you need to say enough to secure the first appointment! Besides, the less you say over the phone, the better. It’s always best to deliver your message face to face whenever you can ~ it builds rapport with the prospective client. Plan to put a number on how many steps you’ll take to market their home. For example, you could say: “We have an 89-point marketing plan designed to get your property sold in the shortest amount of time and for the greatest amount of money.” In my own local brokerage, we use a 74-point system. As mentioned before, all your marketing and presentation material must have compelling visuals along with great “call-to-action” statements incorporated into every piece. For example, consider the following… “I’ve been in business for 25 years” or “I’ve managed a thousand successful closings” Which sounds better? The latter does because it is very specific. That adds credibility and gives your sellers confidence that you can deliver. 115

For more information on creating a Marketing Plan, visit www.ultimatelistingmachine.com We can also work with you to customize your marketing materials to suit your specific brand. Wow! – just like that, you’ve got five things you can do now to increase your listings! Implementing just one of these strategies could add $100K incremental dollars to your bottom line. But we’ve only scratched the surface. The comprehensive list is in the next section 116

For Sale by Owners For Sale by Owners – Understanding the Psychology For some reason, real estate agents often view private sellers as big, snarling, frothing monsters ready to devour the first agent who dares to enter their domain. So, quaking with fear, the few agents that do attempt to talk with a For-Sale-By-Owner seller usually start their conversations like: “Hello, is this the person with the house for sale? Have you ever considered listing the home? If you do, would you consider hiring me? Will I cut my fees? No, I’m sorry; my broker won’t let me do that. Oh, I see....sorry for calling...Bye.” Horrible, right, but does it sound familiar? After facing massive rejection or even minor embarrassment, many agents hang up their prospecting towel with For-Sale-By-Owner s and move to dryer pastures. But superstars realize that private sellers offer us one of the most lucrative markets in real estate. Think about it; these people advertise that they want to sell their homes. So why do they try to sell on their own? A recent study conducted by the National Association of REALTORS® (see below) showed that 90% of all owners end up working with a real estate professional! So the question then becomes which agent they will choose? Will it be you or your competition? If you never pick up the phone and call them or stop by and see them, chances are, unless you regularly get struck by lightning, you will not be the agent they choose! The good news is that an even higher share of sellers relies on real estate agents and brokers' expertise to sell their homes rather than trying other methods. According to a NAR 2020 seller profile report: 117

● Only 7% of recent home sales were FSBO sales this year. ● FSBOs typically sell for less than the selling price of other homes; FSBO homes sold at a median of $260,000 last year, significantly lower than the median of agent-assisted homes at $318,000. ● The majority of FSBO sellers, 57%, knew the home buyer. Sellers use real estate professionals to help them sell their homes in a reasonable timeframe, market their homes to potential buyers, and price the home competitively. ALERT: ForSaleByOwner.com – Misleading Information Recently a REALTOR® emailed NAR Research, asking about the advertising site ForSaleByOwner.com. “ForSaleByOwner” states that with a FSBO, “Sellers save big by not paying a hefty 6% commission. They go on to state: “According to the National Association of Realtors (NAR), For-Sale-By-Owner sellers not only sell faster, but they usually get closer to their asking price.” We thanked the REALTOR® for alerting us to the website’s statements. This advertisement is an example of the old phrase, “We gave them the facts, just not all the facts.” Here are more facts to take into consideration: ● In 2012, for an arms-length sale, the median sale price through a Realtor® was $215,000 for new and existing homes combined; the comparable FSBO price was $174,900. ● “ForSaleByOwner” is correct that FSBOs sell faster—but they neglect to mention that the faster sale is caused by significant under-pricing of the property, something a Realtor® knows to avoid. ● FSBOs sell closer to their asking price—because the asking price is generally set significantly below market. If any of your clients mention the website to you, please let them know that the website's information is extremely misleading – and wrong! Their final comment may be their worst: “Despite what an agent might tell you, selling your home isn’t difficult with ForSaleByOwner.com there to help you along the way.” Many FSBO properties are eventually listed with a professional realtor to get them sold. Unfortunately, the properties are “shopworn” and stale by that time. Typically a realtor can get a better price than a FSBO, but the price is generally less than what could have been obtained if the seller had initially listed with a realtor. To prove this point further, you might point out that the Wall Street Journal reported in 2013 that Colby Sambrotto, the founder and former CEO of ForSalebyOwner.com was forced to hire a 118

broker to sell his home after failing at what he preaches others should do. Yes, after failing to sell his NYC apartment on his own, Sambrotto hired a broker and paid a 6% commission to get the job done. His personal experience helps refute some of the myths Sambrotto has been espousing for over a decade. So did he net less? No, his broker recommended a price increase because he had dramatically underpriced the property. The property closed at $150,000 more than his original asking price! Now we need to park here for a moment. This is a gut-check moment for you – most agents build up such fear about calling For-Sale-By-Owner sellers they are terrified of making the initial contact. You can’t fall into that trap. Drill this deep into your soul: to help people, you must engage people. To solve problems, you have to understand the challenge. Think of a doctor. They can’t help someone in pain unless they study the injury. As real estate professionals, we have the privilege of assisting people in selling their most valuable financial asset – their homes. Occasionally this will mean we will need to help them overcome negative emotions. Remember, any negativity is only about their situation, not about you. Most For-Sale-By-Owner s quickly realize that selling their home on their own is a pain in the neck, and worse, most sellers are terrible at what we real estate professionals do every day. Below is a list of the biggest frustrations experienced by For-Sale-By-Owners: The Secret to Taking For-Sale-By-Owner Listings Superstars have learned that the secret to taking For-Sale-By-Owner listings is to help sellers understand that 90% of buyers will never look at FSBO – why would they? Once the seller understands this, they often will rapidly list their home. One more thing, if there are two people in the household, almost always one of them wants to sell more than the other. 119

When you begin working in the FSBO listing market, you must accept some things. 1. You won’t take the listing during the initial appointment. It will take many appointments and contacts to close the FSBO into a listing. 2. An incubation period varies between 4-8 weeks with most FSBOs; in other words, most FSBOs need to fail before they list. It’s ok, as long as you create a way to stay with them during this period. 3. “Closing” the FSBO or attempting some slick sales shtick with a FSBO spells instant death. Don’t do it. Be patient, persistent, and professional. To help sellers open up, you need to learn to ask great questions. Questions are the key to unlocking For-Sale-By-Owner listings. By asking the right questions at the right moment, you can help every For-Sale-By-Owner seller empty their emotional bucket, express their true feelings, and open up about their thoughts and ideas. TIME FOLLOW-UP Week 1 Call # 1 /Text Week 2 Email the Ultimate Home Sellers’ Checklist Week 3 Call # 2 /Text Week 4 Testimonials of Past Client Week 5 Call # 3/Text Week 6 Mail Marketing Plan Letter Week 7 Call # 4 /Text Week 8 Testimonial of Past Client Week 9 Call # 5/Text Week 10 Mail Easy Exit Letter Week 11 Call # 6/Text Week 12 Testimonials of Past Client Week 13 Call # 7 /Text Week 14 Mail Flexible Advantage Program Week 15 Call # 8 / Text Week 16 Testimonials Week 17 Call # 9 /Text Week 18 Mail Recap Letter Week 19-33 Send Tips for the Ultimate Checklist Video Series 120

Landing FSBO/Expired/and GEO Farming Leads without Cold Calling Many agents don’t do well or don’t like the anxiety of calling FSBOs and Expireds. Don’t let this stop you from dominating your niche if this is you. Listed below, you will find a step-by-step strategy to list 5-7 new FSBO and Expireds per month without needing to call. Of course, it will be even better if you choose to cold-call them. Step-by-step Strategies: 121

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Chapter 4: Social Media and Video Marketing Be sure to master one social media platform at a time. Then, depending on the size of your team or your schedule, start integrating into other platforms. A common mistake is trying to master all platforms at once. Instead, we recommend starting with the social media platform you will interact with the most. Unless you have help, it can be overwhelming and not effective. Then, integrate this into a set time block each day, so you execute consistently. *Note: You will see “F5” referenced within this social publishing plan. This stands for your 5 Foundation Categories; these are the five important foundations in your life to share with your audience. (i.e., Health, Relationships, Kids, Business, etc.) Agent Publishing Plan Facebook Publishing Plan Credit: Russell Brunson. Traffic Secrets DAILY: approximately 1 hr. Research & Network Follow Dream 100 (SOI, Past Clients, Referral partnerships) Like, 10min/day comment, and send PMs. Facebook Group Post Write a value-filled post and answer questions in Community groups 30min/day with a total audience of at least one million members. Facebook Personal Create short, daily engagement posts that ask questions, give value, Profile 1 post/day share tips, or tell stories. Reply to comments. 20min/day WEEKLY: approximately 45 min. Facebook Groups 1 Go live in your group once a week. Tell stories, answer questions, and Live/Week give a CTA if you like at the end. Reply to comments. *Go LIVE on 25min/week Instagram at the same time. (Marketing Update Video, Referral Partner, Interviews, Q&A, Seller Webinar, Buyer Webinar) Facebook Messenger Choose from one of these three categories to send one message per 1x/Week week: interactive quiz, value-filled content, or interactive promo. 20min/week WHEN YOU HAVE CONTENT GOOD ENOUGH, BE WILLING TO BOOST IT WITH MONEY. 125

Instagram Publishing Plan DAILY: approximately 45 min. Research & Network Scroll through your feed to look for your Dream 100’s hooks, captions, “Like & Interact” with 10 and hashtags. Like and comment on at least 10 posts each day. posts & 10 messages a day 5 min/day Research Watch the Stories from your Dream 100 and look for how they’re 5 min/day engaging people and their swipe-up CTA’s. Send a message to at least 10 of their videos. Then, swipe-up on their offers and investigate their process. Instagram Profile 2x Pick two pictures from your *F5 categories, write captions and posts/day hashtags, and schedule two posts per day. 20min/day Reply Throughout the day, reply to comments on your posts. 5 min/day Take Pictures Take pictures on your phone that relate to your five categories and store 5 min/day them in your F5 phone folders throughout the day. Instagram Stories: Post 10-0-15 second Stories throughout your day. On one Story, tell 10-30 Storie/day your audience to interact with a post on your profile (like, comment, 5 min/day etc.) On a different Story, give a swipe-up CTA to promote one of your products or newly published content (like a podcast episode, blog post, or YouTube video). WEEKLY: approximately 40 min. IGTV Video #1 Pick the #1 most asked question and answer it in a 3-5 minute video. 2x videos/week Reply to comments 5 min/week IGTV Video #2 Pick the post your audience was most interested in and teach the 2x videos/week concept in a 3-5 minute video. Reply to comments. 5 min/week Instagram Profile: Collaborate with your Dream 100 by shouting each other out in your 2 Collaborations/week posts. Some collaborations you could rotate through include: answering each other’s questions and sharing photos you’ve taken together. MONTHLY: approximately 25 min. 126

Instagram Stories: Create a product Story “Highlight” by scripting out a mini Perfect Highlight 1/month Webinar for one of your products and posting 15-50 Stories going 25 min/month through the presentation. YouTube Publishing Plan WEEKLY: approximately 2 hours Research Watch the videos of your Dream 100 to determine what hooks, titles, 30min/week descriptions, hashtags, and tags they are using to serve your audience. Your Channel: Publish 1-2 videos each week at the same time every week. Be 2 Videos/week consistent. Reply to comments. 1-1.5 hrs/week Email Video Email your list with a link to your video. 10min/week Social Post Post on Facebook and Instagram with a link to your video. 5 min/day MONTHLY: 1hr a month Playlist Curate one new playlist per month that your subscribers can 1/month binge-watch. 30 min/month Your Channel: Collaborate with YouTube influencers once per month. You can do a 1 Collab/month video together, post one of their videos on your channel, or have them 30 min/month post one of your videos on their channel, and then afterward link to each other in the video description. 127

Multi Channel Marketing through Video In order to properly work your database with Video we need to use the following channels for marketing: 1. Video Email 2. Video Text 3. Social Media Remarketing Now there are different types of videos that you’re going to want to have at your disposal: ● Introduction Video: 1-2 Minutes about yourself and your unique values that set you apart from your competition ● Home Seller Education: You want to have multiple educational videos tailored to your audience of seller leads that you can use throughout your 2022 Marketing Strategy ● Home Buyer Education: Following the same process you want to have multiple videos with home buying tips to use with your marketing materials ● Testimonials: Pull in a past client and have them record a video testimonial detailing WHY they loved working with you. If you are trying to recruit new agents, make sure you have one of your team members record a testimonial on WHY they love working with you! Marketing Team Publishing Add Ons If you have a marketing team or a marketing person part-time, adding these steps would be beneficial. Google Publishing Plan WEEKLY: approximately 2 hours 128

Network Contact as many people as you can linked to your competitor’s 30 min/week skyscraper article. Ask them if they can also link to your article. Research Find the other nine website owners who are ranked for your specific 1 hr/week keyword, and then find the people who are linking them. Those links have gotten them onto page #1 for your dream keyword, so we want to get as many of those links as well. Each of the nine could have another 10, 50, 100+ or more links, and you can contact each of them and try to get those links back to your skyscraper. Guest Post Write one guest post on one of your Dream 100’s blogs or websites 30 min/week each week and include one of your skyscraper article links. MONTHLY: approximately 2.25 hours Skyscraper Article Write one skyscraper article each month that is better than your 1/month competitor’s article. Incorporate your dream keyword and two or three of 2 hrs/month your long-tail keywords. Email Article Email your list with a link to your skyscraper article. 10 min/month Social Post Post on Facebook and Instagram with a link to your skyscraper article. 5 min/month Reply to comments. FACEBOOK Choose from one of these four categories when you post: Facebook Fan Page 1. Produced Value Videos 2. Live Value Videos 3. Live Perfect Webinars 4. Curated Content from your Other Platforms Reply to comments. Credit: PENG Joon. Content Multiplier Formula Sometimes we don’t post on social media or follow through with an actual publishing plan because we don’t know what to post about and how to make sure those posts will get seen. This is a quick go-to guide on something you can post about every single day and a list of tools you can use to improve your posting strategy. Categories that provide value & generate engagement: Educational, Engaging, Entertaining, Exclusive, and Emotional 129

Educational Real Estate Related Topics to Post SERIES: “Best Of” the SERIES: “Battle Of” SERIES: “Meet the Experts” - neighborhood (top 5 coffee (restaurants, area, schools) interview or review local shops, pizza, gyms, etc.) area experts (pediatricians, dentists, specialists) SERIES: “How Much Does It Create a “How To” or The benefits of working Cost” (remodeling, movers, “Explainer” video about the with an iBuyer and how an building a pool) home buying/selling, agent can help mortgage, and escrow processes Do you really need to hire a Best places for a staycation Should you short sell your real estate agent? in your neighborhood home? First time home buying The biggest myths about What are wire fraud and mistakes home loans/down common scams you need payments/iBuyers to know about New home construction – What happens if you still What is a contingency? do you need an agent? haven’t sold your home but have to relocate? Yikes! You sold your house What to do if you receive Do you really need a home faster than you had multiple offers warranty? planned, now what? Do you need title New construction homes: is How to buy a foreclosed insurance? the price negotiable? home Beware of these common Neighborhood resource lists What is a due diligence real estate scams (utility companies, local period? schools, etc.) 130

Are open houses really Should you use a lockbox Do you need flood worth it? for your property? insurance? How to win a bidding war in How to find a qualified Questions to ask your a hot market General Contractor/Interior potential Realtor at your Designer etc first meeting Market Update for your area Mistakes you don’t want to Steps every homebuyer make with your rental must take before looking at property properties SERIES: “Best thing on the How to challenge a low How to clean the smell of menu” at local restaurants appraisal smoke/pet dander from a home Can you rent to own? When to turn on/off your Do you need an appraisal utilities when moving before listing? Can you take back your Should you write a letter to Renovation loans/VA offer? (Can you get out of the seller? Loans/FHA Loans – how do your contract) they work? SERIES: Best places to eat if Best pet sitter/kennel in the My Story: why I became a you’re health-conscious or neighborhood realtor/mortgage/title on a specific meal plan professional Interview your team What are liens and Share info on FREE local members or industry judgments, and how do events – farmers markets, holiday lights, pumpkin partners they affect your transaction? patches Solar panels – What you Design trends for the New home model home need to know coming season/year tours What is a transfer tax? Mistakes that sellers make The biggest deal killers 131

Best hotels/vacation rentals Short-term/vacation rentals, What do you need to know in your area for visiting are they allowed? if you purchase a home and family and friends don’t reside in the US? Do videos sell homes? Should you get professional How much value does (new staging for your listing? feature) add to your home? How to sell a home with a Should you do “coming Reasons to list your home specific style/decor/location soon” marketing? before the holidays/during the holidays How to show your home What is a “smart home”? How quickly can you close? with kids/pet Who pays for what? Pre-qualification vs. How to find the right pre-approval mortgage/real estate/title professional Should you remodel or just Zero down payment loan drop the price? options Peitz, Chelsea. What to Post 132

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42MATTERS.COM ADCRATE.IO A platform where you can access mobile Top performing ad images, headlines, ad user data that you can upload into Facebook copy, targeting and follow-up scripts to and serve ads to those people. make real estate facebook marketing easier. ($63/mo+) ($99/mo) INSTAGRAM RESOURCES LATER.COM Visually plan, analyze & schedule LINKTREE.COM Add links to your Instagram bio Instagram posts (FREE - $6/mo) (FREE - $9/mo+) HASHTAGIFY.COM MOJO APP Find & analyze top hashtags in Twitter and Create stunning video stories with creative Instagram template designs. ($19/mo) ($39.99/yr) INSTAGRAM CREATOR STUDIO COMMAND FOR INSTAGRAM APP Dashboard that brings together all the tools Provides analytics, demographics, best you need to post, manage, monetize, and times to post, hashtag recommendations, measure content. and profile optimization. business.instagram.com/creatorstudio SOCIAL MEDIA APP RESOURCES PHOTO EDITING 8MM Old fashioned photo/video effects MEMATIC Make memes to share on social (FREE) (FREE - $4.99/mo) VSCO ADOBE LIGHTROOM Creative photo and video editing tools and Great professional image editor on your inspiration phone (FREE - $19+) (FREE - $4.99/mo+) 135

BACKGROUND ERASER Erase parts of your images (FREE) TEXT OVERLAYS HYPETYPE Animate your text LEGEND Amazing animated posts (iOS only) (FREE - $1.99+) (FREE) APPLE CLIPS WORDSWAG Add captions to your videos (iOS only) Add cool fonts to your photos (FREE) (FREE - $5) VIDEO APPS INSHOT Edit video, add text, add emojis, VIDEOSHOP Edit video, slow motion, add change background colors music, voiceovers (FREE) (FREE) QUIK From GoPro - edit videos on the go VEME.LY (FREE) Create social videos with subtitles (FREE) Peitz, Chelsea. What to Post 136

Social Media Optimization Learn everything you can about your audience When we truly know more about the wants, needs, and expectations of customers – and can anticipate them in real-time – we can change the very nature of customer service and fundamentally reshape how customers view our brand 137

Conduct a Competitor Audit When putting together any business strategy, it’s always a good idea to look into what your competitors are doing. This is the same for social media strategy. While planning your brand’s social media strategy, look to your competitors for insights into what content is being published and what performs well (and doesn’t). This will give you a head start on optimizing your campaigns and increase the likelihood that your brand will be successful on social media. Establish and maintain your brand’s voice Your social media accounts are an extension of your brand and should, therefore, align with your other forms of brand messaging. Maintaining a consistent voice helps your brand be recognizable among competitors and stay true to its values. Follow the social media ‘Rule of Thirds’ ⅓ share posts to promote your business, convert readers, and generate profits ⅓ share posts of ideas from influencers in your industry (or like-minded businesses) ⅓ share posts of personal stories to build your brand *Respond to all comments and @mentions—promptly Choose which networks to use Research the demographics. This will help you determine which networks to use—and which to lose. These are the kinds of insights you should be looking for: Instagram Demographics Facebook Demographics Twitter Demographics A billion users, 500 million More active monthly users Big. Political. Platform. More of them active every day than any one country’s so than the others. 71% of Americans between population 330 million active monthly 18 and 24 use this network 1.4 billion daily users and users 43% African Americans, 2.13 billion monthly ones 45% of new users have 38% Hispanic, 32% white 25-34-year-olds are the college degrees for U.S users biggest segment for U.S. users 75% of U.S. adults rake in $75,000+ 138

Choosing the best Hashtags for your Content The best hashtags for Instagram posts resonate with your target audience, for your business, their lifestyle, and behaviors, both online and off. Many great keyword research tools can help you to find hashtags for your business. Hashtagify.me is a free resource that measures tag popularity and compares them, while Hashtags.org offers information about trending tags (they also have a paid analytics tool). For businesses focusing on local communities, TrendsMap.com is a great resource—it maps hashtag trends by region. 139

Take the weekly video that you did live on Facebook and use this formula to create a simple but powerful content marketing plan covering multiple channels. You may need to hire a marketing assistant to help you execute this content plan. It takes about two hours a day to do it the right way. Step 1: Educational Topic, Headline, Call to Action ● Hook, Story, Offer (Success, Secrets, and Service) ● (Powerful headline, Educational Topic with a story, UVP, and CTA) ● This video and topic will be planned out Monday and shot on Tuesday ○ Owner - Team Effort ○ Resource - Buzzsumo.com for best Headline 140

Step 2: Organization ● Upload Videos to Drive and YouTube, organize them into the appropriate category (see categories above) ○ Owner - Identify the person who will be responsible ○ Resource - Drive (Google Drive, Dropbox, Microsoft, etc.) Step 3: Shooting the Video ● Identify the person who will be responsible, and Guest Speaker will shoot the video ● Then transcribe the video (YouTube CC) ○ Owner - Identify the person who will be responsible ○ Resource - Rev.com or YouTube Step 4: Video Editing ● Add in the subtitles onto the raw videos ● Put the frames for Videos ● Create videos for each platform Full Video ● 7 stories and 3 posts ○ Facebook Post 2:00 minutes ○ LinkedIn Post 2:00 minutes ○ Instagram 60 seconds ○ Instagram Ads 30 seconds ○ Instagram and Facebook Stories 15 seconds ● Convert/export them so they are ready to be posted ● Content SEO and Hashtags for each video ● Once ready, store them on a drive in the respective social media platform and private Facebook Group ● Posting should be scheduled and staggered across different platforms ○ Owner - Identify the person responsible. Step 5: Quote Cards ● Create quote cards from the videos biggest takeaways ● Do some of them in black and white because it catches the eye ● Try to have people in the picture because they get better engagement ● Look at the transcription and track major takeaways on a google doc ● Upload into the Drive ● Post and move the Drive posted folder ● Try to post two quote cards a day ● Also, make sure they get posted in stories ○ Owner - Identify the person who will be responsible ○ Resources - Canva Step 6: Blog and Podcast ● Post blog on the website with SEO Keywords using transcriptions ● Use blog as YouTube description ● Link YouTube video to your blog ● Make sure the YouTube channel is “Public.” 141

● Podcast Daily Uploads (Anchor, Simplecast, etc.) ○ Owner - Identify the owner ○ Resource - WordPress and Google Analytics Step 7: Write a Long Post with emojis, Articles, Press Releases ● Post should be thoughtful ● Google Drive should have a long post ● Moved to the “Posted folder” ● Articles and Press Releases ● Have the long-form post with an image of something we did recently ● Put a link to the YouTube page as an option ○ Owner - Identify the owner Step 8: To Include Promotions, Polls, and Giveaway on Facebook Stories & Instagram Stories ● Testimonials, Promos ● These should go into Instagram Highlights ● Time for Posting ○ 10:00 p.m. for the Long Post ○ 8:00 a.m. for Quote Card ○ 12:00 p.m. for Facebook Video ○ 2:00 p.m. Instagram Short Video ○ 4:00 p.m. for Quote Card ○ 6:00 p.m. for Instagram Story Video Step 9: ROI ● Put Call to Action in on every one of them ● All posts should be boosted to our target audience ● New paid ads should revolve around the topics and headlines with the most engagement. Step 10: Marketing Funnels, Ebooks, Books, Masterclasses, Splinter Services, High Tickets ● Each Topic Should be categorized and formatted for content and topics for books and ebooks, masterclasses 142

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Over time your content can be formatted into a book. Now for those looking for an automated solution to social media posting, you’ve come to the right place! REN Is now offering REN Social Coach as part of its Level 2 and higher service offerings or as an add-on option for Level 1! This service has automated campaigns that post to each of our users' social accounts without you having to lift a finger! So no more sitting in front of a computer spending hours coming up with social media posts every day; let us do it for you! Each of these prompts, scripts, and social posts are custom created by two of the industry's best, Jeff Pfitzer and Tristan Ahumada, specifically for REN clients! Our campaigns include: ● 144

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Business Video School REN has officially partnered with Business Video School, one of the best tools if you are interested in promoting your business through video in 2022 and beyond! The Real Estate Video Roadmap walks 146

you through strategies for recording better videos mixed with Video Recipes and is the perfect fit for a real estate agent who is new to video! Video Recipes Video Recipes are complete tutorials for creating a video on a specific topic! So instead of spending hours coming up with new ideas for video, just follow the simple step-by-step recipe that BVS includes in their online training program! They even include an example video, instruction manual, and downloadable assets! 147

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