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.
Recognizing the limitations of traditional, automated workflows, Greg outlines key principles for creating workflows that work in the current real estate landscape.
Don'ts:
Do's:
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".
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.
The goal here is to get them to re-engage with your site.
Create an ASF for identifying individuals who have favored a property on your site in the last 30 days.
The goal here is to move them from a dreaming phase to a serious purchase consideration.
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.
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.
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.
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.
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.