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Tom Ferry’s21 Ways to GrowYour BusinessDIGITALWHITEPAPER

Are you satisfied with the level of growth in your business? You’ve heard me say itbefore, but “what got you here, won’t get you there.” You need to be constantlyinnovating and looking for new ways to grow your business!Here are 21 Waysto Grow Your Business:1. Your Database2. FacebookOne of the best ways to grow yourbusiness is through your currentdatabase. Remember the averageconsumer moves every 10 years. If youmessage your database and providemore value that other agents, you couldpotentially convert 10% of your annualdatabase into transactions.Advertising on Facebook can be highlylucrative. The way to maximize youreffectiveness with Facebook advertisingcomes down to “custom audiences.”Three keys to getting the most outof your database: Clean up and segment yourdatabase. Keep in touch in several differentways through multiple marketingchannels. Constantly innovate and changeyour approach so that youremain relevant and progressive.Upload your entire database intoFacebook’s “custom audiences” andrun targeted advertising. All you needis the client’s cell phone or email andFacebook will search and find themand create your list. You can advertisefor “home valuations”, “come to myopen house/party”, or simply advertiseyour “listings and sales” to where yourcustomers are!

There’s alwaysroom forGrowth3. ZillowGet in front of the supply chain ofprospects on the most popular listingportals in real estate. These sites arewhere potential customers are alreadylooking for houses. Make sure yourprofiles are up to date with the propercontact info and images.Be sure to ask for reviews! Did you knowthat sales aren’t required for reviews?You can get reviews for other serviceslike showings, listings, rentals, etc. Havea process in place so that you can easilyget the reviews from your customers.The height of the sale is one of the besttimes to ask.4. InstagramOwned by Facebook, this insanelypopular social media site has capturedthe attention of hundreds of millionspeople. You can run very low cost ads,and that will likely change in the future.Take pictures of your listings, openhouses, and even your satisfiedcustomers and post them on Instagram!Be sure to use a few hashtags that arerelevant to the area, property, and yourbusiness.

5. TwitterEven though 140 characters is limiting,Twitter is still a great place to connectwith leads. You can share the value youare providing your clients by postinglinks to your site, blog, or listings. LikeInstagram, a few hashtags can be verybeneficial.Content, content and content! You can neverhave enough! Potential clients are right therefor the taking.7. Lead Generation &Management SystemsLead generation systems take a lot ofthe heavy lifting out of the process.Services like Boomtown, CommissionsInc., and Placester can help you extendyour reach quickly and easily. Do someresearch and see which services arebest for your style and team.6. Content MarketingThrough VideosAre you using videos to help marketyour brand? It is a must in this digitalmarketplace! Videos don’t have to becomplicated and you can easily shootthem with your phone. Check outservices like BombBomb which allowyou to send your videos directly to yourcustomers via email.You can use videos for clienttestimonials, listings, open houses, andeven to introduce yourself and yourbrand to potential customers.8. Mega Open HousesHave you heard of Mega Open Houses?Agents across the country are bringingin food trucks and entertainmentfor their open houses! The wholeneighborhood is invited and those whoare in attendance register in advance.This means you can easily generatemore leads while simultaneously helpingto sell your listing!

9. Geographic Farming10. Direct MailAre you farming your geographic area? Ifyou are new to real estate you may wantto start out with a smaller area, and asyou expand your business, your reachwill also expand.Often thought of as an older form ofmarketing, direct mail should still have aplace in your marketing strategy. Directmail allows you to target a very specificgeographic region. You can use directmail to find new leads, showcase openhouses, and share your “snowflakemap” of properties you sold in the area.Check out Geographic Farm.Think about how you can market toyour geographic farm and what thebest strategies would be (you can usemany right from this list). Remember toprovide value and you could be the mainagent in their area.11. Expired ListingsExpired listings often get ignored, butthey can be additional lead source thathelps grow your business. Many agentsare afraid of calling expireds, but there isno reason to be!Treat this lead source like many othersby using some of the strategies listedon this list. You can send postcards,email campaigns, make calls etc. Build arelationship, provide value, and be sureto follow up.12. FSBO’sLike expired listings, FSBO’s are anoften overlooked opportunity. This leadsource has a huge potential ROI!Selling a personal residence is a lot ofwork and hassle for a homeowner; thekey is providing value. This could be assimple as helping them with their openhouse or providing open house signs.You can also run some comps for themin the area and focus on creating thatrelationship.

13. Professional Networksfor ReferralsThere are a ton of great professionalnetworks located throughout thecountry. Meetups.com is great (and freeresource) for finding which groups aremeeting in your area. Bring a stack ofbusiness cards and a smile and you’llhave the opportunity to meet with manynew people would could be potentialcustomers or refer you to potentialcustomers.14. Starbucks CampaignAs one of the world’s most popularcoffee chains, millions of people arevisiting Starbucks locations every day.Have you thought about grabbing a cupof coffee, your laptop, some free WiFi,and connecting with others drinkingtheir coffee at Starbucks? Simply askingor talking about the market can be aneasy conversation starter.15. Agent-to-Agent ReferralsMany towns and cities are natural “feeders” for other nearby cities. If you work in ornear one of these type locations you owe it to yourself to set up meetings, connectwith agents and brokerages in those markets. You can do office meetings and bringmarket updates from your market. Like always, the point is to provide value, and theywill remember you when their clients move to your town.

16. Follow UpIt might seem like a no-brainer having asolid follow up plan in place is key to yoursuccess. Being faster to contact your leadsis important as well as following up severaltimes! Our studies show agents who followup 5 or more times earn 122% less thanagents who follow up 3 times.Three keys to following up: Use a lead management system. Have every new lead on a 3 x 10 shortterm follow up system (3 attempts a dayfor 10 days) and then into an on goingnurturing email/mailing system. Call (or have someone else call) everynew lead in under 3 minutes for maximumconversion percentage.17. Add More Leadsto the FunnelThere’s no wrong way to generate alead! Our studies show agents whosuffer use only 1 to 3 sources of leadgeneration. Good agents have 4 to 6sources for potential clients and theywork them effectively. Extraordinaryagents have 10 – 15 (sometimes 20 )ways they market and attract clients.Furthermore extraordinary agents havethe processes and people to nurture,convert and service all the clients theywant.18. Strategies from Agentswho Leave the BusinessLike most career paths, agents doleave the business. This could be anopportunity for you to adopt theireffective practices and make themyour own. The key here is to always belearning from those around you.

19. Adopt Agents that HaveDrive, but Need TrainingThere are plenty of hard working agentsout there who have the enthusiasm anddrive but lack the tools and strategiesfor success. Adding these agents toyour team, with some training, can be apowerful way to grow your business.21. Remove RiskBuying or selling a home is often oneof the biggest financial decisions mostpeople will ever make. Having a way toremove risk and ease their fears can helpyou succeed.Offer a 72 hour guarantee of maximumservice (for skeptical sellers who areinterviewing multiple agents) “I promiseto wow you in the next 72 hours, andif I don’t, you can cancel and have NOobligation to work with me.”20. Ask for ReferralsAre you asking for referrals? One of thebest times to do this is at the height ofthe transaction. A referral from one ofyour satisfied customers could havethe potential for exponential growththroughout the rest of your career!In ConclusionLike I always say, “marketing is math.” It isimportant that you are tracking and observingwhat works and doesn’t in your overall plan.Be sure that you’ve got a solid landing pagedesigned for conversions (ways to collectcustomer phone number, email, etc.) onyour digital lead sources. If that isn’t inplace you won’t get quite the number ofconversions you are looking for. Check outGeographicFarm.com for some great sellerlanding pages.Don’t be afraid to outsource any of thesestrategies above. Hiring a graphic artistthrough Fiverr.com or other sites can bean easy and affordable way to generatelogos, postcards, or other images needed toincrease your business.Remember, there is no wrong way to geta lead, and experimenting with the 21strategies above can have a huge potentialROI for your business.

21 Ways to Grow Your BusinessChecklistUse this checklist as a reminder of all the ways to grow your business.Your DatabaseFacebookZillowInstagramTwitterContent Marketing Through VideosLead Generation & Management SystemsMega Open HousesGeographic FarmingDirect MailExpired ListingsFSBO’sProfessional Networks for ReferralsStarbucks CampaignAgent-to-Agent ReferralsFollow UpAdd More Leads to the FunnelStrategies from Agents who Leave the BusinessAdopt Agents that Have Drive, but Need TrainingAsk for ReferralsRemove Risk

14. Starbucks Campaign As one of the world's most popular coffee chains, millions of people are visiting Starbucks locations every day. Have you thought about grabbing a cup of coffee, your laptop, some free WiFi, and connecting with others drinking their coffee at Starbucks? Simply asking or talking about the market can be an