Pipeline perfection: Jess Lenouvel on digital marketing domination, understanding your target market and scaling your business

Do you often sit back and lament how the best agents have the ability to turn complete strangers into hot leads and fully fledged clients?

Now you won’t have to.

In today’s episode of the Elevate podcast, hosted by Samantha McLean, real estate mentor and creator of The Listings Lab, Jess Lenouvel, shares her insider knowledge on how you can dominate in the digital marketing sphere, and go from chasing clients to attracting them.

Also the author of More Money, Less Hustle: Becoming the Seven-Figure Real Estate Agent, Jess reveals the power of focusing on psychology and attraction marketing and how understanding your audience’s motivations and pain points can revolutionise your business strategy.

Jess delves into why email is still the best place to win attention, why you don’t need to be active on every social media platform and how shifting from ‘I’ to ‘You’ in your messaging will resonate and create greater traction with your target market.

She also takes a deep dive into the three biggest digital marketing mistakes agents make and why traditional farm areas are a thing of the past.

Jess and Sam also discuss how AI can save you time, why authenticity, not perfection, is critical in video marketing and smart outsourcing strategies to help you scale your business to seven-figure success.

“If you’re chasing everything, you’re actually not giving yourself the space to attract what it is that you want to be attracting.” – Jess Lenouval

Sam and Jess also discuss:

• 2:50 – Jess’s journey: How and why Jess launched The Listings Lab, why a one-size-fits-all marketing approach fails, and the magic of attraction and psychological marketing.
• 7:30 – Embracing real estate: What drove Jess to choose a real estate career and how she transformed her shyness into a digital marketing superpower.
• 12:00 – Beyond farm areas: Why traditional farm areas don’t work for digital marketing, and how to build a broader audience with targeted messages and clear value propositions.
• 16:40 – Attraction vs chasing: Shift from chasing clients to attracting them, the secret to finding your niche, and why you can’t be all things to all markets.
• 19:45 – Marketing mistakes: The three big digital marketing mistakes agents make, including why you need to ditch the ‘Just listed/Just sold’ posts on social media.
• 22:30 – Understand your audience: Why knowing your target market’s pain points, problems, fears, and desires is essential, and how shifting from ‘I’ to ‘You’ can transform your marketing strategy.
• 24:47 – Standing out online: Strategies to cut through the digital noise, boost organic reach on Facebook, and why you don’t need to be active on every platform.
• 27:43 – Email advantage: Why the inbox is still the best place to win attention, how to create an emotional connection and tips to stop unsubscribes.
• 31:50 – The AI marketing advantage: How AI can save you time, the best tools to use, and why your videos should prioritise authenticity over perfection.
• 37:05 – More money less hustle: Insights on scaling your business, reducing work hours, and achieving seven-figure success.
• 40:50 – Smart outsourcing: Why you shouldn’t outsource your marketing, which tasks to delegate, and how to make effective outsourcing decisions.

Links:

• The Listings Lab Website
• The Listings Lab Podcast

Detailed Episode Guide:

The Elevate Podcast: Industry Insights
Listeners are invited to tune in to Elevate, the official podcast of Elite Agent, tailored for real estate sales professionals, property managers, and leaders. In this episode, Kylie Dalhunty hosts Mathew Tiller, Head of Research at LJ Hooker, known for his data-driven market insights that guide agents and investors through the evolving property market.

From Dubai to Australia: Mathew Tiller’s Journey
Tiller began his real estate career as a sales manager for Century 21 in Dubai during the early 2000s, a period marked by rapid construction and high demand for off-plan properties. After three years, he returned to Australia, transitioning from sales to research under the mentorship of Tim Lawless, further solidifying his expertise.

Analysing the Housing Crisis
The current housing crisis stems from demand outpacing supply, driving up property and rental prices. Contributing factors include population growth, overseas and urban migration, smaller household sizes, and insufficient construction, all straining housing availability.

Budget Responses and Housing Solutions
Tiller assesses recent budget measures aimed at mitigating the crisis, including funding for social housing, crisis accommodation, and regional infrastructure. However, translating federal funding into actionable results at state and local levels remains a challenge.

Innovative Ideas to Boost Housing Supply
Tiller suggests several innovative solutions:

• Defence Housing Model for Essential Workers: Inspired by Defence Housing Australia, this model could secure quality homes for essential and low-income workers through private investment and long-term leases.
• Encouraging Downsizing: Reducing transactional costs and allowing tax-free superannuation contributions from a younger age could incentivise retirees to downsize, freeing up larger homes.
• Incentivising Secondary Dwellings: A scheme to promote building granny flats and backyard homes could enhance rental stock in low-density areas.

The Importance of Collaboration
Addressing the housing crisis requires cooperation between federal, state, and local governments, acknowledging unique regional needs to develop strategies that improve both supply and affordability.

Current Market Trends and Future Outlook
While market conditions vary across regions, demand remains strong, with rising appraisal activity hinting at potential listing growth. Victoria sees slower price growth with higher listings, while Western Australia experiences continued price increases due to tight supply.

Projections on Interest Rates
Despite budget measures targeting inflation, Tiller anticipates the first interest rate cut could occur in early 2025, balancing inflation control and economic support.

Advice for Real Estate Professionals
Agents are encouraged to leverage positive price growth by engaging with homeowners and maintaining a proactive presence as market conditions evolve.

Summary
Tiller emphasises the urgent need for sustained housing construction, innovative solutions, and collaborative efforts across all government levels. These steps are crucial for developing long-term solutions to address diverse housing needs nationwide.

FAQ on digital marketing domination, understanding your target market and scaling your business with Jess Lenouvel

1. Who is the guest in this episode of Elevate?
The guest is Mathew Tiller, Head of Research at LJ Hooker. He is known for his data-driven market insights that help real estate professionals and investors navigate the property landscape.

2. What are the main topics discussed in the episode?
The episode covers:

• The current housing crisis and its causes.
• Budget measures and potential solutions for increasing housing supply.
• Market trends, including regional variations in demand and pricing.
• Projections for interest rate changes and their implications for the property market.
• Advice for real estate professionals to thrive in current conditions.

3. What key factors contribute to the housing crisis?
The housing crisis is caused by:

• Demand outpacing supply.
• Population growth, overseas migration, and urban migration.
• Reduction in average household sizes.
• Insufficient new construction and inadequate housing stock turnover.

4. What solutions does Mathew Tiller propose to address the housing shortage?
Tiller suggests several solutions:

• Defence Housing Model for Essential Workers: Secure homes for essential and low-income workers through private investment and long-term leases.
• Encouraging Downsizing: Reduce transactional costs and offer tax-free superannuation contributions to incentivise retirees to free up larger homes.
• Secondary Dwellings: Promote the construction of granny flats and backyard homes to boost rental stock in low-density areas.

5. How do recent budget measures address the housing crisis?
The budget includes:

• Funding for social housing and crisis accommodation.
• Investment in regional infrastructure.
  However, challenges remain in effectively implementing these measures at state and local levels to increase housing supply.

6. What are the current trends in the property market?
Market conditions vary regionally.

• Victoria: Higher listing numbers with slower price growth.
• Western Australia: Tight supply continues to drive price increases.
• Appraisal activity is rising, signalling potential growth in listings.

7. When are interest rates expected to change?
Tiller anticipates the first interest rate cut could occur in early 2025, depending on inflation control measures and economic policies introduced in the recent budget.

8. What advice does Mathew Tiller offer to real estate professionals?

• Capitalise on current market dynamics, such as positive price growth.
• Proactively engage with clients and maintain a strong presence as the market evolves.

9. How does collaboration between governments play a role in solving the housing crisis?
Tiller highlights the importance of coordination among federal, state, and local governments. A unified approach that recognises regional differences is essential for developing effective housing supply and affordability strategies.