Greg Harrelson's Critical Real Estate Workflows for Realtors post-NAR

It's no secret Greg Harrelson thinks real estate workflows are overrated. In his mind, agents should be calling more, and relying on automation a lot less.

Especially when business is down.

However, as a business owner generating over 2,000 transactions every year, he'd be lying if he said workflows are not an important asset for his team to utilize.

The key is on finding the right real estate workflows. And specifically, the right workflows that are working in the state of the current market.

Greg and his team have a systematic approach for testing these things. SMS scripts, email variations, different types of content – you name it. They're constantly running experiments, and optimizing their activities based on the results.

Today, he shares with us the exact formula that's been shown to perform best when it comes to workflows.

Because if there's one thing he believes is that right now, there's no time for stagnation.

"If business is down, your activity can't also go down. It should be the opposite – you should be doubling down on your activities right now," he emphasizes.

The Right Workflows for Right Now

Recognizing the limitations of traditional, automated workflows, Greg outlines key principles for creating workflows that work in the current real estate landscape.

The Do's and Don'ts of Workflows:

Don'ts:

• Set it and Forget it: Greg cautions against adopting a passive mindset with workflows. The market's dynamism requires a more hands-on and responsive approach.
• Extended Durations: Long-lasting workflows spanning weeks, months, or even years are ineffective, particularly when dealing with leads simultaneously contacted by multiple agents. Which is every lead right now.
• Generic Messaging: The same leads are often bombarded with generic messages from multiple agents. To stand out, it's crucial to tailor messages to be highly relevant and personalized. This can only be done with short, timely campaigns rather than long, automated ones.
• Strict Email and Text Provider Policies: Providers are stricter than ever, and disengagement can lead to poor deliverability. Maintaining active and relevant communication is vital.
• Bulk Messaging: Sending large chunks of leads through the same workflow can lead to diminishing returns. Targeted and focused workflows are more effective.

Do's:

• Short and Targeted: Shorter, more targeted workflows are preferable, lasting just 1-2 days. This aligns with the need for quick, relevant communication in the current market.
• Relevance to the Current Market: Messaging should be extremely relevant to the prevailing market conditions. Staying updated and tailoring communication is essential.
• Targeted Messaging: Workflows should be specific and targeted, avoiding generic messages that fail to capture the attention of potential clients. Greg believes on having many different short workflows for each segment rather than one long workflow for everyone.

The Holy Grail of Workflows: TEXT - EMAIL - TEXT

Greg advocates for this simple specific structure that has proven effective across various segments of the real estate industry.

The sequence involves a text message, followed by an email and another text, all executed on the same day.

This rapid and dynamic approach aims to capture the attention of potential clients and maximize engagement.

"And the most unique step is going to be Step 1, the first text message." He says, "But after that, the email and the second SMS text are going to be pretty similar for every workflow".

Harrelson's 5 Critical Workflows

1) and 2) Re-Engagement Workflows

Create two different workflows based on Advanced Search Filters (ASF).

The first ASF should be for identifying individuals with no engagement on your site in the last 3 to 6 months.

The second ASF should be for identifying individuals with no engagement on your site in the last 1-3 months.

Both workflows will be very similar. But step 1 should be as personalized as possible.

• Send a text gently reminding them of past interactions: "Hey Sarah, just wanted to know if you've been receiving the new listings I've been sending you."
  
  
• Follow up with an email containing a link to the MLS, with the new listings.
  
  
• Conclude with a second text (4 to 5hs later) simplifying access to automatically updated listings on your website.

The goal here is to get them to re-engage with your site.

3) Favored Properties

Create an ASF for identifying individuals who have favored a property on your site in the last 30 days.

• Send them a text inviting them to view the property: "Hey Tom, just wanted to touch base with you. Would you like to visit the property you liked on my site recently? We can check it out this week!"
  
  
• Again, follow up with an email sending them the MLS with other listings on that neighborhood.
  
  
• Finally, 4-5hs later, send a second text with a link to view more new listings on your site.

The goal here is to move them from a dreaming phase to a serious purchase consideration.

4) Property Owner Workflow

Create an ASF for individuals who have viewed a Market Activity Report in the last 3 months.

Ideally, you'd get on a call with these people.

If they don't answer, you can set up another TEXT - EMAIL - TEXT workflow to maintain communication with them and get on a call in the future.

The goal here is to get them on a call, so you can become their first choice of agent to work with.

5) Active on Your Website, but No Communication

Create an ASF to Identify individuals who have been active on your website in the last 30 days, but with whom you show no communication history.

Again – call these people.

"Because if you don't reach out to them now, they'll become inactive with no communication. Don't let these leads slip through your fingers." Greg warns.

If they don't answer, execute a text, email, and a second text related to their activity on your site, and offering them access to the properties they've been viewing.

The goal here is to prevent these leads from slipping through the cracks. 

Winning with the Basics

As you can see, these workflows are very simple.

But according to Greg, most agents are not doing these simple things.

"Consistently executing these basics is the key to achieving extraordinary results in the state of the market." he reminds us.

Segmenting and Targeting with Advanced Search Filters

Notice how Greg stresses the importance of Advanced Search Filters to segment and target your list.

Once you set these up, let them live on your Dashboard, so every time you log into Real Geeks, you can click on any of these Search Filters, and you can see if there's any changes within them.

You'll see new people in these filters, who now qualify for being included in a workflow. And, you'll see people leaving these filters, because they've now taken a desired action (like engaging with your website again).

Make it a habit to log into your dashboard and monitor these filters every morning.

You'll see how this simple routine dramatically improves your efficiency, and prevents you from missing out on opportunities.

Unlocking the Secrets: RGMastery.com

For those eager to delve deeper into Greg Harrelson's successful methodology, he extends an invitation to join his private coaching community at RGMastery.com.

Priced at less than $200 per month, with the flexibility to cancel at any time, this community offers live training to achieve real estate excellence in our ever-evolving market.