*REPLAY* INNOVATIVE MARKETING. Interview: Dean Jackson

THE REFERRAL BUSINESS

Tune in to this very informative conversation between Dean and Kevin Kauffman. Dean is a 30+ year veteran in the real estate business using his expertise in marketing and applying this knowledge to real estate.

Dean’s reflection on how much has changed in the Real Estate world and how much hasn’t changed. In the beginning, Realtors had all of the information contained in a book and searches for properties were physical – you had to go to the open house, read the newspapers, talk to other agents. Now, everything is online and Buyers oftentimes know more than the Realtors. Back in the day, people desired getting top dollar in the least amount of time with little to no hassle. This was true 30 years ago and is still true today with the added benefit of more opportunities to make it happen. What hasn’t changed is Days on Market and the asking price percentage.

One area that is competition proof is the referral business. Dean employs the Dunbar Number and markets to his Inner Circle of 150 people defined as this – these are the people you recognize by their name, you would stop and have a conversation with them, and you know your position in their life.

What is an Orchestrated Referral Program? Ex: When showing a home in a particular neighborhood call or email a friend who lives in that neighborhood explaining what you are doing and ask if they know of anyone in that neighborhood who is interested in selling their home.

This is a proactive referral. Discussion on the psychology of the herd – changing mass behavior, making people feel good to do something for you and elevating their perceived status and giving them opportunities to do so. We are all hard-wired to provide value to people in our inner circle of 150 and are constantly looking for an opportunity to add value.

INTRODUCTION TO THE WORLD’S GREATEST POSTCARD

To stay on people’s minds, Dean sends out a postcard to his inner circle of 150 to stay on the minds of his friends. In this way, he manages his relationship portfolio asset for a 20% yield in new business by changing the mindset and conversation and programming this into the minds of his friends using the postcard as a proactive referral tool. http://theworldsmostinterestingpostcard.com/

LISTING MULTIPLIER INDEX

Explanation of the Metric Index for listings. Take how many listings you obtained from one listing and divide by 10 to get an index.

Each listing should yield 5 opportunities for more business: 1. Get is SOLD 2. You find a buyer for this listing 3. A buyer in interested in another property from you 4. Another listing 5. A referral from the seller before the transaction is closed

How to discover the 5 Star Prospects from all the rest of your leads?

Everyone has leads that have slipped through the cracks or were prejudged as not good. Gather up those leads and send the 9 Word Email which revives dead leads from NOT now to NOW.

https://ilovemarketing.com/have-you-tried-a-9-word-email/

Reference links: http://www.gogoagent.com/

http://gettingreferrals.com/

DEAN JACKSON BIO

There have been men throughout history who have captured ideas seemingly plucking out them out of thin air and giving them to an incredulous population.

Dean Jackson is one of those men.

Dean’s greatest joy in life is to find a new idea and share it with those around him.

This is Dean’s unique approach to marketing. His inspirational approach to marketing is bringing new DNA to the net. His approach is to compartmentalize your business model into three phases: Before, During, and After and using a steady drip campaign finding the multipliers to launch your business into a new dimension.

(Conversation is condensed and paraphrased for convenience and flow.)