2022 R.E.N. Sales and Marketing Playbook

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Tracking Your Metrics Tracking metrics daily, weekly, monthly, and yearly is important because it tells us the real story, which can be different from the story in our minds. As real estate professionals, we often think that we are working hard, but we really don’t track what we are actually doing, so we don’t ever get the real story. More important than knowing the whole story is that tracking metrics help point out areas of improvement. I think it’s important to remember that Improvement = More $$$ Visit: www.RENStatTracker.com This spreadsheet will help you track your sales and marketing activities and other important KPIs to add to it along the way. I would recommend having a spreadsheet with Your Financial Plan, Budgets, Transactions, Lead Source, and anything else you want to track all on one spreadsheet. This will help you keep everything organized, and you can get into the daily habit of filling in the spreadsheet as part of your routine. Find this and other resources at www.ultimatelistingmachine.com 72

LEAD GENERATION How to Win 100+ Listings a Year Set your goals for the year ● Income Goal ● Amount of Transactions Seller vs. Buyers ● Calls, Text, Emails ● Conversations, Appointments, presentations, ● Contracts closed transactions ● Tracking Your Metrics ● Identify How Many leads you will need to hit your goal Develop Habits and Routines and Beliefs system to hit those goals ● What Habits do we need to Change ● What Routines do you need to implement ● What Beliefs are holding you back that you need to change Develop and Execute Your Sales and Marketing Plan ● Daily ○ Broadcast text, emails, and postcards to different lists segments ○ Prospecting and Lead Follow Up ( phone, video text, handwritten cards) ○ Daily Social Media Publishing Plan ○ Private Social Groups - Start Your Own ● Weekly ○ Educational Video, Market Update, Q & A ○ Updates to the Review Pages and Optimization of Google LSA and Business Page ○ Start a home seller secrets weekly podcast ● Monthly ○ Newsletter ○ Events, Open Houses, Educational Seminars, Client Appreciation, Promotional Events ● Map it out on a calendar and Track your progress Identify Key Lead Sources and Niches you will pursue 73

● Top of the Funnel - C List - Very Cost-effective but Longer Conversion Cycle ○ GEO Farming Lead Sources ○ Other Niche Lead Sources ● Middle of the Funnel - B List - Cost-effective with shorter Conversion Cycle ○ Internet Lead Sources ○ Website Leads ○ FSBO and Expired Lead Sources ○ Realtor.com ○ Zillow ● Bottom of The Funnel - A-List ○ Dream 100 - Partner Vendors ○ Premium Leads Google by business and Google LSA ○ Performance-based lead sources ○ 30, 60, 90 Days Follow Up Get Your Marketing materials and Your Branding right ● Website, Landing Pages, Social Sites ● Develop a Strong Unique Value Proposition ● Integrate The Unique Value Proposition into your Brand ● Have a good CMA tool ● Develop great pre listings package ● Develop Listings Presentation with a script and dialog to go along with it ● Develop programs and Partnerships to offer different options for your clients Get Your Database Marketing and Follow Up System ● Organize your Leads in your CRM ● Get Fetching tools to aggregate data on partial lead ● Ranking Technology to track leads that are likely to move ● Set up speed to lead services and drip campaigns for each lead type ● Make sure your dialer, text services, video texting, and emails services all work together without having to move your data ● Make sure you have good follow up campaigns for each lead type and be sure to add video into every form of marketing ● Set up dynamic remarketing campaigns on social media Get Really Good at Prospecting and Lead Conversion ● Create a results-based environment and work culture ○ Partner up with a role play partner for daily improvement ● Spend three hours a day with prospecting and lead follow-up ○ 15-minute breaks ● Hire an ISA Service or inhouse ISA team ○ Digital ISA and ISA with 24 hr response time for speed to lead ○ Have the Inhouse ISA come in as an extra layer of follow up 74

Be obsessed with Your Client experience ● Setting expectations and creating a marketing plan for every listing ● Get Really Good and Marketing Your Listings ● Client Follow Up and communication ● Hire someone to help you with your transaction coordination and paperwork Develop Business System and Grow a Team ● Hire a strong administrative team and transaction coordinator ● Recruit a buyers’ agent or refer the agent out to your team ● Develop a great culture and growth environment for your team ● Use the same system to attract agents to your team and give yourself enough leverage to start recruiting and building a team. ● Meet with your team members daily, individual check-ins weekly, Monthly, quarterly and yearly recognition. ● Track your metrics ● Set up meetings each week to optimize and improve each area of your business ● Business Performance Scorecard ● Plug into coaching and training as much as possible. To See the Full training go to www.ultimatelistingmachine.com and log in to the Academy. Then, click on Listings Domination Secrets and get ready to win more listings. 75

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Chapter 2: Lead Generation and Niche Marketing How many leads do you need to work each month to guarantee you're going to hit your listings and transaction goal for the year? Well, that’s a tricky question because the type of leads you're generating and how you follow up will determine how many you need. It’s also important to factor in what type of leads sources are best to work based on your personality style and team members. It’s also important to consider what the benefits of each lead source are and what challenges you will run into so that you can make the best choices possible. Too often, we see people spending money on lead sources or going into niches without any proper expectation of the results or challenges they could face along the way. Knowing these factors will help you make more intelligent decisions regarding lead generation and Niche Marketing. People often ask us what the best lead generation and niche are to generate listings that will help them get to the 100 + Listings goal. In this section, we will break down the different options and the benefits of each lead generation source. Listed below are some of the top lead generation sources and niches. We’ve categorized them by the average conversion cycle of the lead, the cost to generate the leads, and what challenges you’ll run into when you're following up and converting the leads Some agents think they don’t have to get inbound buyer/seller leads to set up an appointment. That couldn’t be further from the truth. When you consider that only 3-10% of the leads you generate online are qualified and ready to buy or sell within three months. Top agents know this, so they build systems to increase inbound lead conversion. They understand putting their energy into developing a sales and marketing system around lead conversion is the only way to have consistent long-term revenue. Beginning with the end in mind is one of The 7 Habits of Highly Effective People. So have a clear vision of your desired outcomes. It’s essential to break down your conversion rates to calculate how many leads you need to achieve your goals. So, for $40 million in sales, with every client bringing an average of $400K, means you’ll need 100+ transactions for the year. Next, work your conversion rate backward to determine the cost to generate 100+ clients: 1. The first goal is to determine the transactions needed to achieve $40 million in sales; how many transactions will I need based on $400K per new customer? ($40 million ÷ $400K = 100 Transactions) 2. The second goal is to calculate the number of leads required to achieve $40 million in sales or 100 transactions; how many new leads will you need to generate with your marketing efforts? (100 78

Transactions ÷ Conversion Rate (5%) = 2,000 New Leads) 3. The third goal is to run a cost analysis to determine what you must do to achieve $40 million in sales or 2,000 new leads; what will the marketing efforts cost? Once you know your cost per lead, it’s simple: (2000 new leads x $10/lead = $20,000) Ask yourself, “How will I improve my lead conversion rates?” Instead of focusing on how to spend the $20,000. Different marketing channels have different conversion rates. For example, Google Ads converts online visitors to leads at a 5% rate on average. On the other hand, Facebook ads have many more leads at the top of the funnel but convert at a 2% rate. But that’s just the first level of evaluation. Facebook ads “conversion from lead to client” is much better, at 20%. That’s much better than Google Ads. Proof that both channels should be part of your marketing mix! Do the math for yourself! Even with a lower conversion percentage, in the end, Facebook leads can be more valuable to a real 79

estate business! To separate the high-value leads from the low-value ones, divide the total revenue gained from the marketing channel by the number of leads gained. The good news is that improving your lead conversion rate by just 1% (120 leads) pays off big for your business, cost savings, and overall profits. For example, say you get 40 additional leads in your database. That means eight more customers that bump your revenue up to $192,000 Deciding where to invest to meet your goals. It would help if you looked at the conversion rate by acquisition channel. This will help you determine channel performance. Knowing the performance levels for each channel, you can allocate your marketing dollars accordingly. So, naturally, the channel with the highest conversion rate gets a higher percentage. If you find that Google Ads has better lead conversion rates in your market, allocate a higher percentage of the budget to it. Don’t drop the ball on your follow-up, communication, and relationship-building; those efforts will ensure you optimize conversion. Partnering with Real Estate Nexus to achieve these activities will ensure you stay on track and give you a competitive advantage. You don’t have to increase your budget to improve your lead conversion rates with Facebook Ads. Just rotate through different offerings or ads. But, of course, listing ads are table stakes. But you can also increase the effectiveness of Facebook ads by using targeted audiences, video ads, hosted movie events, landing pages, featured blog posts, and opt-in forms. So, what is the typical lead-to-transaction conversion rate for real estate agents? If you ask agents and brokers directly, they’d say they’re converting at a 3-5% rate. However, this might be a bit unrealistic in some markets, especially when you consider that the National Association of Realtors® reports the rate is closer to 0.4% - 1.2%. In this case, plan to get one or two new clients for every 200 leads you can acquire. Remember, by applying a test-and-learn model to your marketing efforts; you can optimize performance with data-driven insights. In addition, the more data you have, the more reliable these insights become, making your real estate marketing decisions more effective. We’ve created this ROI calculator to show the huge returns agents could see by using REN services to help them convert leads. To access this, go to www.ultimatelistingmachine.com and log in, or you can go to your Dashboard and log into the Sales and Marketing Academy. The ROI Calculator is in the Tech & Marketing Secrets Section. 80

Online Lead Sources and Conversion 81

Top Lead Sources and Conversion Rates need to Hit Your Goal This section helps map out where your business is coming from now and your current conversion rate on that lead source. The goal is to focus on how you can maximize the conversion rate from each lead source and or find better lead sources to ensure that you're hitting your goals. Lead Source example would include (Platform Leads like Zillow, Realtor, and Z-buyer) Geo Farming, Open Houses, FSBO, Expired, Paid Social, Referral Partners, SOI, Past Clients) *Important Note: Before you add another lead source, be sure to have a system (People, Process, Tools) to convert those leads into closings. 82

As a REN client, you will have full access to the REN Geo application on dashboard.realestate nexus.io! This app will allow you or your team members to pull names, emails, mobile phone numbers, and physical addresses for homeowners in specific zip codes you want to target! REN also offers a bundle called Lead Generation Pro powered by ZBuyer! This bundle includes two lead gen sources and extra artificial intelligence to rank and score more of your database! This Bundle includes: ● REDX FSBO and Expired leads ● ZBuyer Seller leads ● 2000 Additional Ranked leads per month If you have an interest in Lead Generation Pro powered by ZBuyer make sure you go to rensupport.com to request a 1-1 consultation! 83

Now if you are not a REN client and are still interested in these great lead sources please contact us for individual consultations from our premier partners! Visit www.10xmylistings.com to get started. Lead Source #1 ____________________ Number of Leads ______ Number of Transactions ______ Conversion Rate ______ What conversion rate do I need to hit my overall goal and become more profitable on this lead source? ________ What systems (People, Process, Tools) will I put in place to make this happen? _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ Lead Source #2 ____________________ Number of Leads ______ Number of Transactions ______ Conversion Rate ______ What conversion rate do I need to hit my overall goal and become more profitable on this lead source?________ What systems (People, Process, Tools) will I put in lace to make this happen? _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ Lead Source #3 ____________________ Number of Leads ______ Number of Transactions ______ Conversion Rate ______ What conversion rate do I need to hit my overall goal and become more profitable on this lead source?________ What systems (People, Process, Tools) will I put in place to make this happen? _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ Lead Source #4 ____________________ Number of Leads ______ Number of Transactions ______ 84

Conversion Rate ______ What conversion rate do I need to hit my overall goal and become more profitable on this lead source?________ What systems (People, Process, Tools) will I put in place to make this happen? _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ Lead Source #5 ____________________ Number of Leads ______ Number of Transactions ______ Conversion Rate ______ What conversion rate do I need to hit my overall goal and become more profitable on this lead source?________ What systems (People, Process, Tools) will I put in place to make this happen? _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ Lead Source #6 ____________________ Number of Leads ______ Number of Transactions ______ Conversion Rate ______ What conversion rate do I need to hit my overall goal and become more profitable on this lead source?________ What systems (People, Process, Tools) will I put in place to make this happen? _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ Lead Source #7 ____________________ Number of Leads ______ Number of Transactions ______ Conversion Rate ______ What conversion rate do I need to hit my overall goal and become more profitable on this lead source?________ What systems (People, Process, Tools) will I put in place to make this happen? _______________________________________________________________________________ 85

Recommended Lead Sources: www.LeadGenProUpgrade.com Unique Value Propositions 11 Proven UVP Strategies Adding unique value to the market is a fundamental strategy that is frequently overlooked and not thought to be necessary. Yet, it is one of the most powerful tools to increase your conversion rates and the number of people that refer their contacts to you. We recommend developing One Powerful, Unique Value Proposition that you become known for in the marketplace and then using the other UVPs situationally for different niches to get your foot in the door and close more deals. UVP Strategy #1 Selling Yourself Your UVP may focus on selling something about yourself: ● Knowledge and skills (Certifications, recognition & awards) ● Experience and Story (What makes your style unique) ● Personality (Do you easily connect with your buyers or sellers) ● Demographic (Are you similar to your target market in some way) ● Manufactured expertise. (Have you written a book, created educational videos or free reports) UVP Strategy #2 Listing-Based UVPs Your UVP may focus on selling your listings (or listings you have permission to market) ● What’s unique about each listing? ● Can you group several listings to create the impression that you specialize in a type of listing? ● Do you have listings that are hard to find elsewhere in your local market? 86

● Do you have listings primarily from specific groups or types of buyers or sellers? UVP Strategy #3 Certified Pre-Owned Home Program ● This is a process of \"guaranteeing\" that a home meets a certain level of quality related to major systems and structural integrity. ● It allows you to make specific beneficial assertions in your marketing because the home has been thoroughly inspected before listing it. ● The backbone of the program is based on two things: a. Pre-Listing Inspection - Before being listed, the seller has a Home Inspection performed on their home, at their expense. b. 1-Year Home Warranty - This warranty protects buyers against unexpected mechanical breakdowns on home systems and appliances not covered by homeowner’s insurance. UVP Strategy #4 The Smart Seller Program This program is your process that helps sellers to try to sell their home themselves while it is listed with you if they so choose. ● Flexible Commission - They can either pay little to no commission if they sell the house themselves or up to your full commission, depending on what services you provide when you sell the home. ● No Up-Front Fees - You let them know you pay all the marketing costs, and they don't pay anything out of pocket. ● Cancel at Any time - They have the right to cancel their listing agreement anytime before accepting an offer with no penalty and no questions asked. ● No Buyer Negotiating Pressure - You will never allow them to be “pressured” by the buyer’s agent. Instead, you handle and screen all offers and forward them to the seller to make their decisions privately. ● Free staging - You stage the home so that it presents well. *It’s important to include detailed terms and conditions in the fine print to avoid misunderstandings about these types of offers. UVP Strategy #5 The Coming Soon Program 87

● These programs give the seller a chance to test the sellability of their home, get their listing ready for selling, all while creating hype. ● This is usually only a 30-day program that allows you to gauge the level of interest in a property before listing it. ● While some agents argue that it's unethical not to list a home on the MLS that you're technically listing, up to 40% of homes sold were not listed on the MLS, so it's happening anyway. ● Finally, this program serves to get the seller accustomed to the idea of being flexible with their pricing, especially if the market doesn't respond well to your initial listing price. UVP Strategy #6 One Day Listing Contract Program ● This strategy eliminates one of the biggest fears home sellers have about being locked into a contract with a non-performing agent. ● It's really the \"cancel at any time\" with a bit of twist as the contract renews and expires every day. So if you're already offering that, this strategy is a no-brainer. ● This strategy is most effective with expired home sellers. They've either already unsuccessfully listed with an agent or are FSBOs and already place a lower value or trust in agent services. ● You must have plug-n-play systems already set up that can quickly generate calls, walkthroughs, and offers because it's a day-to-day contract that can be canceled at any time. *It’s important to include detailed terms and conditions in the fine print to avoid misunderstandings about these types of offers. UVP Strategy #7 VIP Seller Program This program can and should combine all the benefits of the previously mentioned strategies. You should also provide the seller with an exhaustive list of everything you do to market their home, a 55- 79- or 89-Point Marketing Plan, for example, that includes activities such as: 1. Listing on dozens of websites 2. Trained buyer agents to field incoming calls and convert them into showings 3. Professional copywriting to write persuasive descriptions 4. Multiple properties photos that are high quality 5. Virtual online tours 88

6. Full-color print advertising 7. Etc. etc. through the last item on your 55-Point Marketing Plan UVP Strategy #8 Unique Service This UVP highlights a unique and innovative program that you can offer to help buyers or sellers buy or sell a home faster and easier. For example: ● View 6 Homes In One Afternoon With My Sunday Tour of Homes ● How to Get the Information on Homes You Want Without Having to Talk With an Agent ● How To Get Advance Notice of Hot New Listings That Match Your Criteria ● How You Can Get A List of Foreclosures In Your Target Market ● Get Access To The Best Down Payment Assistance Programs With Our Special First-Time Homebuyers’ Program UVP Strategy #9 Performance Guarantee These are guarantees that you can communicate \"in writing\" to a seller related to selling their home. ● Today, many agents are using this strategy, so the effectiveness has decreased. ● However, with a few minor adjustments, performance guarantees can still be used to differentiate you from competitors, attract more leads, and give you a foothold in your market. ● The key to using this strategy effectively lies in how aggressively you market your performance guarantee. Examples of Guarantee Programs ● Free Guarantee - Your Home Sold In 39 Days or I’ll Sell It For Free ● Pay Guarantee - Your Home Sold In 39 Days or I’ll Pay You $5,000 ● Mortgage Guarantee - Your Home Sold In 39 Days or I’ll Pay Your Mortgage Until It Sells ● Fire Guarantee - Your Home Sold In 39 Days or You Can Fire Me ● Buy Guarantee - Your Home Sold Guaranteed Or I’ll Buy It Guarantee Program Restrictions While there are risks involved with guarantee programs, the way to minimize those risks is to put restrictions on your guarantee program, such as: ● Seller must have the home professionally staged by a licensed home stager. 89

● Seller must hire a licensed appraiser to appraise the home. ● Seller must hire a licensed inspector and fix everything on the inspection report. ● Seller must be purchasing a home through you. ● Seller must agree to a predetermined list price established by you. ● List price must be between a certain range. ● Seller must agree to a higher commission. ● Seller must agree to pre-determined price reductions based on days on the market. UVP Strategy #10 Statistical Guarantee This UVP is when you use objective and independently verifiable statistics to prove to prospects that you can sell their home faster and for more money. ● Your Home Will Sell For An Average $3,000 More When You List With Me! ● Your Home Will Sell In 1/2 the Time When You List It With Me! ● Your Home Is 2.5X MORE Likely To Sell In 90 Days Or Less When You List It With Me! UVP Strategy #11 Unique Marketing Strategy/Tactic ● Is there a unique way of advertising your brand or services? ● Red Bull designed a fleet of cars with a big red can on top and gave free samples to college students worldwide. ● Zip cars are traveling billboards while being used by their buyers or sellers. ● Using this strategy can separate you from your competitors in the mind of your marketplace. Take time to consider if there is a unique way to brand yourself. Questions You Must Ask Yourself To Develop A Compelling UVP ● What sets me apart from my competitors? ● Do my homes sell faster? For more money? ● Do my buyers save money or time? ● Am I more expensive or less expensive? ● Do I have a better system to attract buyers or sellers? ● Am I more aggressive in my marketing programs and strategies? 90

● Do I provide more service? Give a better value? Give a better guarantee? Make it easier to do real estate business with me? ● What makes me different? Quick Note ● You can have more than one UVP. ● It’s wise to develop a separate UVP and offer for each lead type you are targeting. ● Be sure to make it crystal clear what UVP you’re offering. ● Each UVP needs its own marketing campaign and strategy. Once You Develop A UVP, Put It Everywhere! ● Listings ● Business Cards ● Voicemail ● Postcards ● Phone Greeting ● Letterhead and Stationery ● Advertising ● Closing Docs ● Website ● Brochures ● Social Media Profiles ● Anywhere else you can think of! Guarantee Program Restrictions While there is risk involved with guarantee programs, the way to avoid that risk is to put restrictions on your guarantee program. ● Seller must have the home professionally staged by a licensed home stager. ● Seller must hire a licensed appraiser to appraise the home. ● Seller must hire a licensed inspector and fix everything on the inspection report. ● Seller must be purchasing a home through you. ● Seller must agree to a predetermined list price established by you. ● List price must be between a specific range. 91

● Seller must agree to a higher commission. ● Seller must agree to pre-determined price reductions based on days on the market 92

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Chapter 3: Database Marketing And Lead Follow-Up 94

Referral/Database Marketing Campaign This is a step-by-step process that will generate very powerful results and build you a powerful brand and leverage your key partnerships to generate hundreds of referrals over time if followed over time. 95

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Promotional Marketing System Promotional marketing is one of the most underutilized strategies to engage your database and generate inbound opportunities and referrals. Most people don’t do it because they think it’s complicated and don’t know if it’s worth it. Depending on the size of your database, how much you have warmed it up. You should generate 40 to 100+ inbound calls and land 2-10 sales from this one promotional marketing campaign. If your database is cold and you're not staying in touch with them through automation, this will affect your results. This is the outline for the video we will be EMAILING, TEXTING, and POSTING on SOCIAL MEDIA. You want to keep it short and to the point. You do NOT need to worry about being ultra professional if you’re genuine in what you say. There are a lot of details in the bullet points below. It’s a content outline that you customize. I’ve included a list of the program steps so you can follow along, day-to-day, and gain some more insight into what will be happening: 98

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