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What's your plan? [Land & Expand]
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How to Execute
Video Walkthrough
Introduction
This is a strategy we call "Land & Expand."
It's a technique to bridge the gap between marketing and sales. Which means, you'll send a marketing email to a targeted list with a targeted message. Then follow-up with a text:
Hi [First Name],
Hope you’re well my friend. I just sent you an email.
Let me know if you fall into bucket #1, #2 or #3 🙏
Chances are they'll get the text before they see your email. So you'll start the conversation via text, prompt them to check their email, and hopefully respond to your text to continue the conversation.
The goal of this strategy is to get a good sense of where your past clients fall in their seller journey as you think about your sales pipeline.
Are they 6-12 months out from selling?
2-4 years from now?
Maybe more?
As you get more information and more context about their plans, add those notes to your CRM and start to be helpful right now to help them achieve whatever it is they want to achieve this year.
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Examples
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How to Execute
Related Campaigns
Targeting Non-Owner Occupied Homeowners:
This letter is specifically crafted to appeal to non-owner occupied homeowners—those who own a second home or investment property but do not live in it. These homeowners are often more financially and emotionally detached from their second properties, making them more likely to consider selling when market conditions change.
Psychological Appeal:
This letter leverages several psychological principles to connect with homeowners considering selling their second homes:
- Social Proof: By stating that many homeowners are in the same situation, it reassures the reader that they are not alone. This social proof reduces the anxiety of making a big decision like selling a home.
- Authority: Citing reputable sources like Redfin and Yahoo Finance establishes credibility. It shows that the insights provided are backed by data, enhancing trust.
- Empathy: The letter acknowledges the reader's potential frustrations and challenges, creating an empathetic connection. Understanding the reader's pain points makes them feel heard and understood.
- Scarcity and Urgency: The mention of declining demand and rising costs implies that the optimal time to sell may be now. This sense of urgency can prompt quicker action from homeowners.
- Simplicity and Clarity: The letter breaks down complex market dynamics into easily digestible points. Clear, concise language ensures that the message is accessible to all readers.
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This is a simple, "right hook" email that you can send out to your database today.
Here's why it works:
1. It's specific.
2. It piques curiosity.
3. It's actually helpful.
Don't wait for permission to be useful.
Be proactive in providing value.
👉Below you'll find a Canva link that you can customize to fit your brand, download as PDF, and send to anyone who responds. 🚀
If you're looking for an incredibly simple way to start conversations using IG polls, this is it.
Here's your SOP:
1. Share poll
2. DM everyone who interacts with a personalized message
3. Offer a CMA as a value-add
4. Book an appointment
Lisbeth Herrera brilliantly executed this campaign.
The results?
11 people responded with "too small."
3 CMAs requested.
1 appointment.
Let's keep building. 🚀
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This is the perfect conversation starter to send to your SOI.
Lisbeth Herrera initially created this campaign as an IG poll (you can check it out here).
The results?
11 people responded with "too small."
3 CMAs requested.
1 appointment.
You should always double down on your winners.
This campaign is perfect for a text and/or DM.
Your SOI is in your competition's database.
Act accordingly.
Let's get to work. 🚀
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Vanessa Reilly shared another Instagram strategy that she's using to start more conversations on social…
This "Make Me Move" IG story resulted in 5 conversions, and 1 seller nurture. 🤯
Instagram Stories are fantastic for creating opportunities—and strategies like this one, using the Question box plus killer copy, make it so insanely simple to capture inbound leads.
Don't sleep on stories.
There's magic here. ⬇️
What's your plan? [Land & Expand]
Introduction
This is a strategy we call "Land & Expand."
It's a technique to bridge the gap between marketing and sales. Which means, you'll send a marketing email to a targeted list with a targeted message. Then follow-up with a text:
Hi [First Name],
Hope you’re well my friend. I just sent you an email.
Let me know if you fall into bucket #1, #2 or #3 🙏
Chances are they'll get the text before they see your email. So you'll start the conversation via text, prompt them to check their email, and hopefully respond to your text to continue the conversation.
The goal of this strategy is to get a good sense of where your past clients fall in their seller journey as you think about your sales pipeline.
Are they 6-12 months out from selling?
2-4 years from now?
Maybe more?
As you get more information and more context about their plans, add those notes to your CRM and start to be helpful right now to help them achieve whatever it is they want to achieve this year.
How to Execute
Copy Subject Line and Message to CRM
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Transferring Email Content to Your Email Blast App
Send
- Copy Subject: Highlight and copy the subject line from your email draft.
- Paste Subject: Open the email blast app and paste it into the subject line field.
- Copy Email Content: Return to your draft, copy the email content.
- Paste Content: Paste it in the message body of the email blast app.
- Review and Send: Check for accuracy, then schedule or send the email.
Record the Video
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Video Walkthrough
Examples