If you're looking for a way to quickly ramp up your business—if you're having a little bit of a slow time, or even if you're not—and you want to lead generate in a simple, easy, and organic way, let me give you the 20 messages a day strategy.

The 20 messages a day strategy is very, very simple.

I'm gonna use my social media account. You can pick your one: Instagram, Facebook, wherever. I'm gonna go to my friend's list of my following, my group, my audience, and I'm just gonna pick 20 people. And I'm generally just gonna start at the A's and work my way down. Or start a Z's and work my way up.

But I'm gonna click on each individual profile of those 20 different people. I'm gonna find something interesting, something they've posted that really catches my interest. Maybe they went to a restaurant, they went on vacation, they went to a certain business that you frequent, they bought something super cool,...

Hey, you know what's interesting? The least interesting thing about you.

And you know what the least interesting thing about you is? That you sell real estate.

I know it's hard to hear, but that's the truth. When people look at you, if you're just one dimensional, and all you talk about is real estate pretty soon they're gonna get bored with you as a person. Why? Well, they're gonna relegate you to noise because every time they listen to you or look at your feeds, they're only gonna hear about real estate. And people get tired of it.

What people want is fresh, new, exciting, and different content. So I want you to think about the five persona strategy.

When it comes to your tombstone, what do you wanna be known for after we're all gone?

You're probably not gonna talk a lot about real estate. You might say you're a REALTOR, but what else was exciting about you? What else was different about you?

Could be that you're...

My guess is that you're somebody that gives back to the community. Now, you might do it in small, subtle ways that people may not notice. But what if you could give back to charity in a way that helped you, the charity, and also helped your business at the same time?

It's a true win-win situation.

How could you do that?

Well, one of the ways is to pick a charity that you really care about, that you're passionate about, and then secondly, tie that charity to closings in the new year.

So here's an example:

What if you sent out an email, a text, social media post, and you said something like this:

"Hey, in 2023, I've set a goal of selling 30 homes. And I want to help that number of families achieve their real estate goals. But I want to go bigger and also help my favorite charity achieve their goals. So for every closing I have between January and March of this year, I'm gonna donate [fill in the blank: $100, $200, $500] for every...

Here's an interesting question I get a lot as a supervising principal broker, and that is this:

Can I, as an agent, talk to an appraiser? Lot of misinformation about this and some appraisers, it's true, just won't talk to you. But you are okay and it's totally ethical for you to talk to an appraiser.

In fact, NAR has a FAQ on this. You can go look it up, but in their FAQ, they specifically state that people that have an interest in the transaction are completely okay in talking to the appraiser. Now, why would we talk to the appraiser? Or what would be the reason?

Well, there's a lot of reasons. One of 'em, we might be just communicating information about the houseless condition. Improvements that have been done. If there was multiple offers on the home, if the comp sets you used are totally appropriate, you can give them a copy of your comps. If the appraiser wants to accept them, they don't have to. New pending transactions that have...

Here's a target market right now that could be a massive opportunity for us:

We should be looking for opportunities. In every market shift, there's an opportunity. And one opportunity we're starting to see is retirement.

People are accelerating their retirement plans. In fact, the number of retirees in the marketplace is up 13.7% in the third quarter of this year.

Why?

A lot of people just don't wanna face the challenges of recessionary markets and things happening, and that's out of their control. They just want to exit and enjoy the rest of their time, right?

So when you have a retiree, by definition, a lot of times what they do is they want to downsize. They wanna scale back their lifestyle, so they can afford the retirement. And we're seeing this a lot with empty nesters and just people that are ready for the next phase of their lives.

So these retirees are perfect target audience for us in that they're probably...

Feedback is one of the most important things we can collect on behalf of our sellers in order to adjust prices, adjust terms, adjust condition, and to get that property really tuned up for the marketplace.

So one thing is we gotta make sure we're going out and trying to collect that feedback. And when we do that, I'm gonna ask three questions:

1. Would you think of the price?

2. What did you think of the condition?

3. What did you think of the neighborhood?

Those are my three questions. I'm sending this by text to every showing agent. But I'm gonna also add one more question. My fourth question, which is maybe the most important is:

4. Can you tell me, did they make an offer on another house or did they actually purchase another property and get in contract?

When I do that and I find out that I can actually deliver that by act to my seller and say, "Well, Mr. and Mrs. Seller, here's the feedback. And they went ahead and made an offer...

Here's a number that we should be talking about with our spheres of influence, our friends, our social media audiences:

And this is 15.9.

Now what's 15.9 represent?

15.9% is the amount that the average renter had as an increase in the rent last year.

15.9%!

And it's likely that this is gonna have again this year or some similar high number, and probably the year after that.

Why?

It's supply and demand. There is high demand and low supply. So it's the same thing that's happening to us in the real estate industry, right? We have low supply, high demand causes prices to rise.

So if renters aren't careful what can happen is if rents continue to rise, they could have rent that's increasing by 10%, a year or more over the next 2, 3, 4, 5 years. They could easily be paying 30, 40, 50% more for rent in a few years.

And they think their rent's high now. Wait another couple years, it's gonna get higher.

So what can they do? What's the...

A few of you are suffering from what I call referral resistance. What's referral resistance mean? It means you've got a pretty good size database of people, a sphere of influence, and it's not performing well.

In other words, you're not getting a lot of referrals. Your sphere of influence isn't sending you buyers and sellers.

Why?

It's because the people in your sphere don't quite trust you enough. They don't quite see you as the expert that you know you are. And because of that, there's resistance to sending you referrals.

So how can you overcome referral resistance?

I'm gonna give you three quick techniques to help you with that:

1. You have to be the experts in their minds, not yours.

How do you do it? You need to be giving them information regularly about the real estate market. Now, this is super easy to do because you are given information all the time. One of the places you are given information from is your local MLS system....

There's a great book by a guy named Harvey Mackay. He wrote the book Dig Your Well Before You're Thirsty.

And in the book, he talks about this $25,000 question, and I'm gonna pose this question to you.

So the $25,000 question kind of goes like this:

Imagine you own a muffler shop or some kind of business. And it's payroll week and you don't have the money to pay your employees. And you know, if you don't pay 'em, they're all gonna walk because everybody's trying to hire right now. So the question mark is it's 2:00 AM you wake up in the morning and you're like, I've gotta come up with $25,000 by tomorrow morning. Otherwise I'm probably gonna lose my business. Who do you call? In your friends list, your personal friends list, right now, is there someone you call and get $25,000 from by tomorrow morning?

If the answer's no, the reason you probably don't have anybody that qualifies in that category is because you haven't helped enough...

If you were to go back in time for the last 24 months and look at every closing you had, would all those people you closed a transaction with have given you a recommendation or endorsement online?

In other words...

If you closed 20 transactions, do you have 20 endorsements on realtor.com, Zillow, Facebook, or Google Business? Or are you missing a lot?

If you're missing a lot, you're missing opportunities. Here's why:

If you look at a couple of agents in your market, you might find this, I see this all the time. You might have an experienced agent that's crushing it — doing 30-40 transactions a year. Then you have this brand new agent who just started their business a couple of years ago and only closed 10-12 transactions each year.

But... online, they're getting a recommendation or endorsement from every single client. And sometimes clients they didn't even close a transaction with, but just had a good experience with them. So...