pitch Flashcards
Ok so just to give you a quick background on us…Six years ago, our founders, Jas and Prab, started a company called GenerateAgentLeads.com, with one mission in mind: help real estate agents increase their personal production through online lead generation.
Over the years, we’ve serviced over 1,100 agents across Canada and the U.S. Our founders personally collected the 2 comma club award 4 times- which is basically an award only given to the top 1% of marketers worldwide and they’ve personally collected $7M in cash, all online, helping real estate agents with marketing & lead generation.
The caveat was a few of our lead gen clients came to us and told us they did not want to produce forever they wanted to work on attraction to have more freedom
Now, at the time, we didn’t even know how big attraction was within real estate, and we didn’t have a solution for them to actually build their downlines. So what we did was we created a test group of clients. And we started doing market research looking at what other teams and brokerages were doing.
And what we found is that the majority of teams and brokerages were bringing agents on with the traditional recruiting methods- cold calling, recruiting ads, events, lunch and learns, one on ones, all the usual stuff. And then when the agents joined, the team or broker would then offer them training as value to retain the agents. Basically the same thing most people do today.
So we thought, you know what? Let’s have our agents do that too. So…we had our clients use those exact same strategies. However, we quickly found out traditional recruiting methods are not the most effective strategy. The biggest problem with them is that our clients would take on SO much risk because they would spend a lot of time to get and train the agent. If you’re also running recruiting ads, you spend a lot money with no guarantee that the agents are going to stick around. Retention is a problem. AND there’s no guarantee that they’re going to produce.
So what do you really get? You really get a situation where you’re putting all your effort into a vehicle that’s not paying you the same back. Our clients were basically losing money. They would have made more money if they just focused their efforts on production.
So they got very frustrated and they complained to us. We knew something had to change and we could not have them recruit traditionally. That’s when we started studying the top 1 percent of attractors. The top 1 percent of attractors, they don’t chase agents. They attract agents. And how they attract is actually through their paid digital product.
Now what exactly is a paid digital product? it is any system, process or concept that can be transferred into another agent’s business to help them improve their production. EX) a coaching program or a lead generation system.
These top attractors would then promote their digital product with their face on it by running paid ads to generate traffic. This is really important, because the paid ads have other agents seeing their face again and again. And this creates that authoritative celebrity-like figure and that’s what causes the attraction.
These top attractors also monetize/charge money for their digital product for a few thousand dollars which does a couple of things.
Number one, it attracts agents that produce more. Why? Because they paid for the product, and since they put financial skin in the game by paying up-front for the digital product, they actually implement it and end up producing more.
And number two, the money the attractor gets from those up-front digital product sales is used to recoup their marketing costs. the system pays for itself to continue running ads and generating more downline opportunities.
The end result is a system that attracts strangers, turns them into paying customers, and establishes know, like, and trust. At scale.Then you funnel those customers directly to your front door and talk about your organization.
It’s a much easier conversation to have because now you’re not going to be ringing up people that don’t know you and saying, ‘Hey, have you thought about switching your brokerage?” click.
This is very different from the traditional methods of recruiting. You’re not chasing, you’re attracting. Plus, charging up-front means you’re not training uncommitted agents, you get commitment first via investment, and then you train them.
