Some sellers are ready to commit to a real estate agent. Others are just testing the waters, curious to know the price of their homes. Don’t hit those two leads with the same ads.
Ever heard of the real estate agent who went knocking on a hundred doors just for a chance to find one homeowner who wants to sell in the next 6-12 months?
Most of us have.
It’s what traditional prospecting is all about.
Cold calling expired listings…
Circle dialing recently listed or closed homes…
And knocking on random doors trying to find a willing seller.
If you’ve ever done any of these lead generation strategies before, you know they’re a lot of work for zero returns.
So, if you’re looking for a better alternative, read on.
Because in this article, I will teach you a better way to find homeowners who are already interested in selling…
Or at least, homeowners who are curious about the value of their homes!
I call it reverse prospecting.
And it begins by running two types of ads: incognito and celebrity ads.
Would you rather put ads in front of hundreds of strangers?
Or would you rather target those who want to know the value of their homes?
The obvious choice is option two, right?
The truth is that homeowners who are thinking about selling their homes typically start at the investigation phase, where they’re wondering:
What is my home worth in today’s market?
And that’s the question you should be answering through your incognito ads.
Incognito ads direct homeowners to a website where they can get information.
Information like free real estate reports…
Home value assessment tools…
And access to experts who can tell them the value of their homes for free.
But why is it called an incognito website?
It’s because your incognito website (and your incognito ads) should be 100% information and value based. Meaning, it’s not tied to a real estate business.
That means your incognito website and ads shouldn’t contain…
- Your name
- Your company’s logo
- Pictures of you or your team
We’ll get to why this is important in a little bit.
But for now, let’s discuss the second type of ad you should be running…
As opposed to incognito ads, celebrity ads are fully branded.
Meaning, it’s got your face…
Your team name…
And even your real estate business’ unique selling proposition.
By clicking on these ads, interested sellers are directed to a specific website. A website where you’re positioned to be the real estate agent of choice.
These ads (and the celebrity website they link to) are meant for home sellers who are way past the investigation phase.
They already know they want and are ready to sell…
They probably already have an idea about their home’s value…
And are ready to find an agent to talk about getting their home sold.
So, your celebrity ads and website need to do one thing…convince them why they should hire you over every other agent out there.
Why You Need to Run Both Ads
I get asked by agents all the time which of the two ads should they prioritize or set up first. My answer never changes:
You need to prioritize both.
And here are three reasons why.
Reason #1. You Need to Cover All Your Bases
As mentioned earlier, incognito ads have no indication whatsoever that the site they’re visiting is yours.
No names, no logos, no pictures…
Even the domain name shouldn’t have your name in it!
This is important because you need a non-threatening site.
A site where potential sellers can gain access to all the information they need without feeling the pressure of being sold to.
At the same time…
You don’t want to miss out on sellers who already have all the information they need and are ready to work with an agent like you.
So, to cover all your bases, you need to set up both incognito and celebrity ads and websites.
Reason #2. You Can Use One Site to Drive Organic Traffic to the Other
Here’s the problem with only running a celebrity website:
It can be challenging to drive organic traffic to it!
Because you’ve got a ton of competition. Every other agent out there, trying to position themselves as the right choice.
Sure, you have your unique selling proposition…
But there’s no guarantee those homeowners will stay on your site long enough to find out what it is!
On the other hand, if you have both incognito and celebrity websites, you can build organic seller leads through them.
And once they’re in your funnel…
You can start with your branded advertising…
Ultimately bringing your leads to your celebrity website!
Reason #3. You Need to Move Away from Traditional Prospecting
Here’s the alternative to running both incognito and celebrity ads or websites for your real estate business:
Running generic ads and maintaining a generic website that don’t have specific audiences in mind.
Now, if you’re not specifically targeting prospects in the investigation phase…
Or sellers in their ready-to-sign-with-an-agent stage…
Then who are you really talking to?
Which is really no different than traditional prospecting, where you’re putting ads in front of total strangers…
Hoping one or two of them might be thinking of selling in the next year or so?
Put Your Reverse Prospecting Strategy Into Action
If you want better results for a fraction of the work that traditional prospecting requires AND better results…
Go get your reverse prospecting strategy in place.
So you’re not stuck in an endless cycle of dead-end leads and door-knocking!
Set up your incognito ads and your celebrity ads as soon as you can. And make sure they link to your real estate business’ incognito and celebrity websites.
This way, you can find homeowners who are already thinking about selling…
Take them through your funnel…
And eventually land that signed contract to list their home!
Now, if you need a little help setting your reverse prospecting plan in motion…
Or more tips on running both kinds of ads we’ve talked about…
Hop on a discovery call with me.
I can’t wait to see what your results will be!