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汤姆职场7 | 五件经纪人需要知道的事

5 Marketing Tips All Agents Need to Know | #TomFerryShow Episode 7

在超过20年的时间里,我一直致力于
For over 20 years, I’ve dedicated my life
带给你们最好的业务建设策略
To bring you the very best business building strategies
让你们生意兴隆
To keep you thriving
准备好体验你一直在寻找的成功
Get ready to experience the success you’ve been searching for
欢迎来到汤姆费里秀
Welcome to the Tom Ferry Show
大家好,欢迎来到汤姆费里秀第七集
Hey everybody, welcome to episode 7 of the Tom Ferry Show
今天我们要讨论一下谁在奥斯卡里做的更好
Today we’re going to talk about who did it better during the Oscars
我们还要讨论5个
We’re also going to talk about the 5 reasons why
我们教导的客户用他们的营销获取成功的原因
Our coaching clients are crushing it with their marketing
我还有3个想要你们尽快实行的步骤
And I’ve got 3 steps that I want you to take ASAP
那么让我们开始吧
So let’s get right into it
你看了奥斯卡吗
Did you watch the Oscars
我想应该是两个星期日之前
I guess it would be about two Sundays ago
在那段时间我看到了
During that time I was able to see
两个非凡的有关于房地产的商业广告
Two pretty extraordinary commercials that were real estate related
一个由科威国际不动产制作
One was by Coldwell Banker
我记得那些狗,我曾养过狗,我觉得它很酷
I remember the dogs, I’ve got dogs, I thought it was cool
还有一个是Zillow制作的关于一个父亲已经过世
And of course the Zillow one with the daughter helping her mom
女儿帮助母亲的故事
Who clearly the father has passed away and
我给你们的问题是
my question for you is
你们看过它们了吗还有在我的油管频道里
Have you seen them both and then secondly on my YouTube channel
我很乐意你们写下
I’d love for you to write down
哪个广告让你们想要采取行动
Which one got you to wanna act
哪个,而不是哪个你喜欢,我不在意
Which one, not which one that you like, I don’t care
哪个你喜欢,而是哪个激励你采取行动
Which one you liked, which one inspired some emotion to take action
让我们做点测试
So let’s have a little test
然后你可以让我知道,提到这个
And you can let me know, speaking of that
让我们讨论5件让我的客户们
Let’s talk about the 5 things that are causing my clients
来自全世界的我们教导过的客户们
All of our coaching clients around the world to
完全成功的原因
Absolutely crush it
当提及到他们的营销
when it comes to their marketing
我希望你拿好你的笔
So I hope you got your pen
你的iPad,我希望你,暂停一下然后
Your iPad, I hope you, you know plan to pause this and
记些笔记
Write down a few notes and
或者可以在我的油管频道上写点东西然后说
Maybe put some stuff in my YouTube channel and say
嘿汤姆费里我需要在这里写点东西
Hey TF maybe I need a little more on this
你需要给我反馈,而不仅仅是看这个节目
You gotta give me that feedback, no more just watching the show
然后就闲逛,你需要给我一些反馈
And just hanging out, you gotta give me some feedbacks
这5个原因是
So the five reasons are
我们的客户,他们的营销制造了很好的结果
Our clients, their marketing is producing just extraordinary result
举个例子乔希鲁本
Case of point talk about Josh Ruben
乔希成长了很多
Big shot up to Josh
成为了所有推销员中的第三名
The no.3 agent among all dogged salesmen
还有转售交易销售员的第一名
And the no.1 agent among the dogged salesmen for resale transaction
恭喜乔希
Congrats Josh
已经拥有了4500万美金的待定交易
Who is already had 45 million dollars closing pending
而且还仅仅是三月的第一个星期
And we’re only talking about the first week of March year my friends
他现在红了,那么问题是为什么
So he is on fire, the question is why
他在营销方面有什么不同
What is he doing differently with his marketing that
也许你现在并没有关注这个但是你可以现在开始
Perhaps you’re not paying attention to that you can begin
调整然后
To adjust today and
确定一年中从三月到十二月
Make sure that March through December of this year
都是非凡的
Is absolutely extraordinary
让我们看第一个
Let’s look at no.1
他们遵循着消费者如何决定的
They follow the natural path
自然路径
Of how the consumers decide
他们遵循着
They follow the natural path
消费者如何决定的自然路径
Of how the customers decide
我给你们一点想法
I’m gonna give you a little, a little thought here
伙计们大脑运作起来,一个非常有力的
So buddy mind runs, a very powerful
信息式直接回应广告业务
Informercial direct response business
而我现在坐在这里,几天前我有一个早餐会议
And I’m sitting out here, you know having a breakfast meeting a few days ago
我们正在讨论
And we were talking about
如果在过去他要运行一个信息式广告,比如
When he would run a informercial on the old days, you know like
在2013年
2013
或者2012年,他说假如我们
2012, he said let’s say we get
接到了10万通电话
A hundred thousand phone calls
当我们运行了
When we rang
那20分钟但是
Those you know 20 minutes but wait
现在你可以接到更多电话,因为信息式广告
There’s more of you call now you know informercials
他说我们那时运行它们会有
He said we’d run them and we get
10万通电话
A hundred thousand phone calls
但是现在
He said today
我们只有2万通电话
We get twenty thousand phone calls
但是我们有3.4.50万人
But we get 3,4,5 hundred thousand people
去登录网页
To go to the website
因为游戏已经变了
Because the game has changed
老游戏是
The old game is
刺激反应
Stimulus response
我发给你封邮件广告然后上面有我的电话
I send you a mailer where is my phone call
而你知道因为
And you know it because
你见过多少营销方面的房地产代理人
How many real estate agent in marketing pieces that you have seen
会说打给我
That say call me and
大写并且带上7个感叹号的
All cap with 7 exclamation points behind it
而这个在营销方案里到处都有并且让我
And it’s all over the marketing pieces and it makes me wanna throw up
想吐
In my mouth
因为这些东西在1990年有用
Because that stuff kind of worked in 1990
也许在2000年也有点用
Maybe it worked a little bit in 2000
但是在2015年它就是
But in 2015 that piece
垃圾
Is trash
因为它没有遵循自然路径
Because it doesn’t follow the natural path
关于消费者现在是怎样做决定的
Of how customers are doing it today
所以刺激还是要有的
So stimulus is still there
回应也是我们想要的
Response of course is what we want
电话,电子邮件,短信
The phone call, the email, the text
访问我的网页,等等
The visit in my website,etc
但是现在
But the game today
就是刺激
Is stimulus
然后
Then
加上消费者调查
Plus the consumer’s research
消费者调查
The consumer’s research
记住我在第一集跟你们说的
Remember what I said to you on episode no.1
你们需要去谷歌分析
You should go to Google analytics
你谷歌地图
You Google maps, excuse me
然后你需要把你整个事业历程中的
And you should upload all of your transactions
所有交易
For the entire history of your career
上传到你的地图里
And get it on your map
所以如果我向你营销
So if I marketing it to you
刺激,比如一封邮件,一通电话,一条短信
Stimulus, an email, a phone call, a text
脸书,图享
Facebook,Instagram
直接邮件,烟雾信号
Direct mail, smoke signals
不论这个刺激是什么
Whatever that stimulus is
只要能让消费者对你做些调查
That they are able to do some research on you
能看到你成就的业绩记录
To look at your track record of success
然后也许你的
And then maybe your
Zillow评论或者是
Zillow reviews or
Zillow或是最近的新公司,Zillow小组或者是
Zillow or newly a, you know the new company, Zillow group or
又叫做实际移动
Real term move aka
一个新闻公司或者是给你点政治性
A News Corp or whatever I’m gonna get you a little political here
但你知道我的意思
But you know what I mean
结果是
The bottom line is this
游戏已经变了
The game is changed
现在消费者有许多选择
Today the consumer has too many choices
他们有他们的刺激物,他们有他们的营销
They get their stimulus, they get their marketing
而你很擅长做这个
And you’re doing good with that
但是他们需要做他们的调查
But they need to do their research
如果我去你的网站
If I go to your website
但我不能点击你的评论
And I can’t click on your reviews
如果我进了你的网站但不能看到你成就的业绩记录
If I go to your website and I can’t see your track record of your success
那我就不知道你适不适合我
Then I don’t know if you’re right for me
然后我开始我的调查然后也许我找到了
And then I start my research and maybe I find
其他人
Someone else
那就意味着你的营销没用而那并不是我想看到的
And that means your marketing didn’t work and that’s not what we want
那么接下来
So the next thing is
这个刺激加上他们的调查
That stimulus plus their research
给了你可信度
Gives you the credibility
推动他们做出回应
And moves them into responding
和我的朋友聊天他说汤姆这很简单
So chatting with my friend he said Tom it’s really simple
你过去常有10万通电话
You used to get a hundred thousand phone calls
今天我可能只有2万通电话
Today I might only get 20 thousand phone calls
但我们的网络流量
But our web traffic
正在做他们的调查
Were there doing their research
正在阅读客户评价
Were there reading testimonials
正在查看这个是否适合他们
Were there finding out is this right for them
然后他们买下了产品
And bamm, then they buy the product
而在这种情况下
And in this case
这个产品就是你
The product is you
所以这是第一个
So that’s the first one
他们遵循了消费者的自然路径
They follow the natural path of customers
他们不需要到处说打给我打给我打给我
They don’t have sprinkle call me call me call me
他们在营销方案上带着他们的号码14遍
All of their marketing piece with their number 14 times
这很愚蠢
That’s silly
看看谷歌
Look at Google
简单,洁白,干净,优雅,美观
Simple, white, clean, elegant, beautiful
检索
Search, what, you know
确定了你房子的价值
Sure is about the value of your home
把你的信息打进去
Typing your information here
就好了,干净,简单,美观
That’s it, clean, simple, beautiful
现在
Now
第二个,是个重要的部分
No.2 This is the big one
总是运用多通道方法
Always using a multi channel approach
在几集之前我们谈论过这个
Now we talked about this a few episodes back
我跟你们说
When I say to you
和你的老客户还有圈子经常联系
Be relevant with your past clients and sphere
用各种不同的能接触他们的方式接触他们
Touch them in all the different ways you can touch them
所以无论是一通电话
So whether that’s a phone call
或是脸书私人消息
Or Facebook private message
或是你上传了你资料库里所有人的信息
Or the fact that you uploaded every person in your database
到脸书里的客户上,我通过那个接触他们
Into a customer audience in Facebook I’m touching them there
通过这个接触他们,通过这个接触他们
Touch them here, touch them here
敲敲敲,通过那个接触他们
Knock Knock Knock, touch them there
邀请到你的开放屋
Inviting to your open house
关键是
The point is
当今成功的代理人
The agents that are killing it today are
就用一种正确的狂热方式接触他们
Touching them in a wild right waves
因为记住
Because remember
回到第五集
Go back to episode 5
那些中的每一个人都产生了一定成效
Each one of those is only producing a certain result
还有如果你把你的所有精力
And if you put all your eggs
都放在一个通道上
In one channel
那么你在做的就是限制你的收入
All you’re doing is you’re limiting your income
所以原因是
So the reason
为什么这些客户成功了
Why these clients are crushing it
是因为他们用了多通道方法,顺便说一句
Is they’re using that multi channel approach, by the way
我知道我给你们讲的太多了
I know I’m giving you a lot
你会在我的油管频道上写点什么吗
Are you gonna write something on my YouTube channel
我希望你会,你会点进去,你会给我一些反馈
I hope you are,you’re gonna click on that, you’re gonna give me some feedbacks
我会非常非常感谢的,现在
I would really really love it, now
第三个
No.3
如果你想升级你的游戏
If you wanna up your game
如果你想得到成果,那么看看这个
If you wanna get in back result, check this out
他们不会浪漫化
They don’t romanticize
关于任何事情
About anything
现在
Now
我环游世界参加了研讨会
I’ve travelled all over the world and I’ve been to seminars
John televy,嗯,或者
John Televy, uh, right, or
慕尼黑,德国,悉尼,澳大利亚
Munich, Germany, Sydney, Australia
新港滩,加利福尼亚,凡是你能说出的
Newport Beach, California, you name it
我曾在那里寻找裂隙因为
I’ve kind of been there ever looking cranny because of
脸书,推特还有其他的
Facebook, Twitter and others
我和全世界的人对话
I’m talking to people of all over the world
然后我做一些问答
And when I do a little Q&A
这是我一直都看到的错误
This is the mistake I see all the time
但是汤姆
But Tom
我不喜欢发直接邮件
I don’t like doing direct mail
但是汤姆,我不擅长电脑
But Tom, I’m not good with the computer
但是汤姆
But Tom, you know
这不是我的风格
This just isn’t my style
我总是用这种方式去做
I’ve always done it in this way
而我给你的回答是
And my response to you is
彼特特朗克
Peter Trucker
生意就是创新和营销
Business is about innovation and marketing
创新和营销
Innovation and marketing
创新就是
Innovation is, you know
愿意去发展和改变
Being willing to evolve and change
和消费者用一个重要的有意义的方式接触
To touch the consumer in a relevant meaningful way
给了他们力量,给了他们价值
That gives them the power, that gives them the value
给了他们精力去做他们的调查
That gives them the juice to then do their research
然后打给你
And then call you
如果你不愿意创新
If you are not willing to innovate
那就是这样的小组
It’s this group right here
他们过于浪漫化了
They just over romanticize about it
我不喜欢处理上市屋,我不喜欢敲门
I don’t like doing open houses, I don’t like knocking on doors
看这里
Look up here
我们关系好吗,这是第七集了
Are we an rapport, it’s episode 7
没人在意你不喜欢它
No one cares that you don’t like it
问题是
The question is
消费者想要什么
What is the customer want
消费者想要什么
What is the consumer want
还有最重要的
And most importantly
什么产生了最好的成果
What is producing the best result
还有为什么全世界的这些男人和女人
And the reason why these men and women all over the world
都做得很好
Are doing so well
在于他们没有考虑他们想的还有他们关注的
Is they’re getting out of what they think and they are focusing on
我怎样才能最好的为消费者服务
How do I best serve the customer
我怎样做能仅仅是帮助更多的人
How do I just simply help more people
我怎样移除我的自我
How do I remove my own ego
我自己的故事
My own story
只做有用的
Just go do what works
那么让我们来到第四个,看看
So let’s go to no.4, check it out
第四个
No.4 oh
说到这个
Speaking of
这就是让我有点讨厌的一个
This is the one that my stink a little bit
所以因为有了更加融洽的关系
So more in rapport
我的意思是这是第七集了
I mean this is episode 7
你们可能已经看了我的视频3或者4遍了
You may have watched 3or4 hundred of my videos in the past
你了解我,一个很棒的教练
You know me, a great coach
有时候说些你不想听的话给你
Sometimes tells you what you don’t want to hear
有目的性的
With the intention
因为我觉得你可以更好
Because I see you as more
我知道
I know that
你可以做的更好
You can do so much more
如果你走出你自己的方式
If you just got out of your own way
看看第四个
Look at no.4
你想什么不重要
It doesn’t matter what you think
你想什么不重要
It doesn’t matter what you think
我穿蓝色好看吗,我一年就做3次
How my blue pretty or yet, I only do it 3 times a year
我会检查它,如果你看到我做这个
I’ll be check it out, if you been here see me do this
我意思是第二天
Well, I say in day 2
把你的营销方案带给我然后让我给你点评价
Bring me your marketing pieces and let me do a little review for you
然后人们走上来说
And people walk up they say
我真的喜欢这个,因为我经常穿红衣服
I really like this, because I always wear this red dress
或者我真的喜欢这个因为我喜欢蓝色
Or I really like this because I like the color blue
或者我经常拿这个照片因为这是我和我的狗
Or I always do this photo because it’s me and my dog
而我的回答是
And my response to them is
你想什么并不重要
It doesn’t matter what you think
你想什么并不重要
It doesn’t matter what you think
现在的世界正在创新
The world today is innovating
而且很迅速,我的朋友
And it’s really fast, my friend
每个人都在跟着做
Everybody is doing the following
而这就是为什么他们成功了,这就是我的观点
And this is why they’re killing, and this is my point
这不仅仅是,不是对你苛刻,抱歉
It’s not just, not being mean to you, sorry
我不是对你苛刻
I’m not being mean to you
我是让你知道
I’m letting you know
这是为什么成功的人可以成功
That the reason why the people that are killing it are killing it
这就是为什么
Is right there
你听说某某某总是完成交易
You’ve heard ABC always be closing
是一种老派销售
Kind of old school selling
如果你真的要开始你的营销那么这就是现在的形势
This is the game today if you really gonna be get with your marketing
总是要测试
It’s always be testing
那么这意味着什么
So what is that mean

Hey
我今天会给我的整个资料库发送邮件
I’m gonna send out an email today to my entire database
我有200个人,我会发100份
I’ve got 200 people, I’m gonna send 100
这个邮件会有这样的标题
This email with this subject line
然后我会用不同的标题发另外100份
And I’m gonna send a 100 with a different subject line
看看哪个标题
To see which subject line test
产生了最好的结果
Produce the best result
你什么时候写邮件不重要
It doesn’t matter when you are writing the email
或者它好不好看,感觉对不对,我会怎么回复
Or does it look good, does it feel right, how would I respond
这不重要
It doesn’t matter
测试标题
Test the subject line
测试标题
Test the subject line
测试开头
Test the opening
测试大标题
Test the headline
测试主体
Test the body
测试结束语
Test the close
总是测试我的朋友,如果你要做,那就列一张清单在卡上
Always be testing my friends, if you are gonna do, just list it a card
请帮我
Please help me
下一次你要拿下一个上市屋
The next time you take a listing
比起光是发送那些D级错误
Instead of just sending that D fault
先列下来
Just list it
4个卧室,三张床,其他的在卡上
4 bedroom, 3 bed, blablabla card
发送200张这样的
Send 200 of those
然后发送200张写着
But then send 200 that say
12年里第一次上市
First time on the market in 12 years
但不会上市很久
But not for long
12年里第一次上市
First time on the market in 12 years
但不会上市很久
But not for long
然后你告诉我,最后,当你发送200和200张时
And you tell me, at the end, when you send 200 and 200
哪一个有更好的回应
Which one got it better response
我不在乎,我怎么想的不重要
I don’t care it doesn’t matter what I think
唯一重要的是
The only thing that matters is
百分之多少的消费者
What percentage of customers
回应了你的刺激
Respond to your stimulus
回应了你的营销
Respond to your marketing
约翰维斯利用JW的名字发回给我
So John Wesley who is sending right across me back check out to JW
约翰对我说,看汤姆,运转市场的问题在这里,这是我所知道的
John says to me all the time, look Tom, running the market the problem is here, this is what I know
这里没有失败
There is no failure
这里只有结果
There is only a result
如果我发出了一千个邮件但没有一个回复
So if we send out a thousand emails and no one response
这不是失败
It’s not a failure
这只是意味着标题没用
It just means the subject line didn’t work
主体
There is nothing in the body
或是营销信息的副本
Or the copy of that marketing message
没有引发回应
That triggered a response
所以我们不认为这是失败
So we don’t look at it as a failure
然后他还有马尼还有艾迪还有泰兹
Instead he and Marney and Addy and Tez
每个人聚在一起然后他们说起
Everybody gets together and you know they do they say
哪三个不同的可以测试的标题
What are 3 different headlines we can test
哪三个不同的可以测试的行动号召
What are 3 different calls to action that we can test
哪三个不同的可以测试的开价
What are 3 different offers that we can test
而可以应用的同一规则我的朋友
And the same rule applies my friends
在视频,在脸书广告
To video, to Facebook ads
在邮件营销,在打电话
To email marketing, to making phone calls and
还有尝试不同对话上
To trying different dialogues
结果是
The bottom line is this
现在机智的房地产专业人员的规则是
The rule today for the smart real estate professional
你要成为ABT
You is ABT
总是去测试
Always be testing
那么最后一个第五个
Now the last one no.5
头等大罪,头等大罪
Cardinal sin, the cardinal sin
在我和我的客户们交谈并且帮助他们制造交易时
Amongst the clients when I’m talking with them and help them trying to make the transaction
没有猜测,你看看
Is no more guessing, you see
猜测是让我害怕的
Guessing is what scares me
当你对我说
When you say to me
比如我认为我的业务来自于
Like I think my business comes from
或者我认为这个或者我认为这个
Or I think this or I think this
这就是我感觉到的
This is how I feel
底线是追踪,测量还有了解
The bottom line is track, measure and know
追踪,测量还有了解,事实上我刚刚收到了一封邮件
Track, measure and know, a matter of fact that I’ve got a email right here
一个短信,我在摄像机前快速的给你看看
A text message, I gotta do this really fast to show you right on the camera
准备好了吗我们开始吧
Ready here we go
我的客户之一,我对他说
One of my clients I said to him
好,给我数字,效果怎么样,他说
OK, give me the numbers, how did it work he said
第一轮是90
First round was 90
他发送了90个营销方案给市场高端的老期满客户
So he sent 90 marketing pieces to old expireds in the high end in his marketplace
在市场里的人们
People that were on the market
3年前在市场很差的时候
3 years ago when the market was really bad
他说他立马有了2个约谈
He goes I got 2 appointments immediately
1个确保上市屋
1 listing secured
另一个马上就要过户
The other one is assigning soon
所以我发送了第二个方案因为这是一个3步骤途径
So I sent the second piece cause it was a 3 step approach
第二个方案只发送了80份
Second piece only mailed up 80 this time
然后已经获得了
And already got
另一个在拉古娜海滨的上市屋约谈
Another listing appointment on an oceanfront in Laguna
底线就是我们说的这个,我要把手机举起来那样你就可以看到短信了
Bottom line is here we said, I’m just gonna up here so that you can see the text
有点困难,但是当我笑了以后他说
That’s a little hard, but when I laughs he said
这是目前为止我为产生约谈花费的金钱中最好的回报
So far the best return on money spend to generate appointments I’ve done
追踪,测量还有了解
Track, measure and know
追踪,测量还有了解
Track, measure and know
也许你之前听我说过追踪,测量,也许是一些关于追踪和测量的视频
Maybe you have heard me say track, measure before, maybe some kind of rapt video of track and measure
关键是
The point is this
我在要求你帮助我们的消费者
I’m asking you to help our customers
我在要求你提高你的游戏
I’m saying to you elevate your game
在业务方面更强
Be bigger in business
为更多消费者服务,卖更多房子,挣你应得的钱
Serve more customers, sell more houses, make the kind of money that you deserve
然后提高我们行业的专业性
And elevate the profession of our industry
为了做到这个
To do that
需要走出我感觉和我认为
It requires getting out of I feel and I think
关键在于学会总是测试
And it’s really about ABT
在于追踪和测量
It’s really about tracking and measuring
所以当你在写你2016年的商业计划时你有十足的肯定
So you know with absolute certainty when you’re writing your business plan for 2016
或者是2015下半年的商业计划时
Or the second half of 2015
你有一个认识
That you have a knowing
那就是不要猜测你的业务怎样操作
Not a guessing about how your business is operating
有很多我知道的你需要去思考的
So lots for you to think about what I know
记住,科威国际不动产,Zillow,Zillow,科威国际不动产
Remember, Coldwell Banker, Zillow, Zillow, Coldwell Banker
你要让我知道哪一个让你有了欲望去
You gotta let me know which one did create like the desire for you to
浏览网页或是想要接触
Go to the website or to reach out
我不在乎你怎样感受,这不是重点
I don’t care how you feel, that’s not the point
哪一个让你说出
Which one made you say
我想去看他们的网页
I want to go to their website
我想做更多的调查,我想做更多
I want to get more research, I want to do more
这是我想知道的
That’s what I want to know
给我你最真诚的评估,现在
Give me you honest assessment, now
这是我想要你做的3件事情,3个步骤
Here’s the 3 things I want you to do, 3 steps, so
你在看这个视频,也许你要看2或者3遍,这很公平
You’re watching this video, probably you are gonna have to watch this 2 or 3 times, that’s fair
因为我讲的太快了
Cause I talk fast
而且我给了你许多要思考的东西
And I’m giving you a lot for you to think about
是一个对你来说很棒的免费网络节目
Pretty amazing for a free internet show if you will
我是为自己说的
If I’m saying so for myself
这是3个我想要你们做的事
Here’s the 3 things I want you to do
第一我想要你复审你的整个营销计划
No.1 I want you to review your entire marketing plan
所以你要看你从一月到十二月的整个营销计划
So you’re gonna take your entire marketing plan January through December
你要看你承诺的所有事情
You’re gonna look at all the things that you’ve committed to
所有不同的接触要点
All the different touch points
甚至可以开始看所有的方案
Maybe even start to look at all the pieces
然后问你自己差距是什么
And ask yourself what’s the gap
问你自己
Ask yourself
我需要GOI的我浪漫化的东西是什么
What am I romanticizing about that I need to GOI
GOI也就是克服的意思
Which is get over it
我不喜欢敲门
I don’t like door knocking
克服它
Get over it
我意思是只有垂直高层建筑的建筑
I mean building with its only vertical high rises and
还有我的明信片没通过
My postcards aren’t getting through
给地址
Hand address
给邮票
Hand stamp
对吧,拿到清单
Right, get the list
带到意大利
Take it to Italians
想出他们的电话和他们的邮件
Figure out their phone and their emails
通过脸书广告获得的快速客户
Quick customer audiences around Facebook ads
关键是
The point is
如果你过于浪漫化还有你已经有你的营销计划
If you’re overly romanticizing and you’ve got your marketing plan
那么就一定有突破口并且我们要找到差距
There is just going to be holes and we want to find the gap
所以你可以事半
So you can do less
功倍
And get a better result
现在第二个
Now no.2
你要问你自己
You want to ask yourself
我可以开始追踪和测量什么
What can I start tracking and measuring
是否在黄色记事本上
Whether it’s on a yellow note pad
你的苹果手机上
Your iPhone
或者谷歌文档或是电子表格上
Or a Google doc or an Excel spreadsheet
我发出了一千张明信片,我会得到多少通电话
I sent out a thousand postcards, how many calls did I get
然后这里有3个不同的测试,那有333个
And there were 3 different tests, 333 here
那有333个,那也有333个,ABC
333 there, 333 there, ABC
A指最好的,对吧
A pulled the best, right
这很棒所以你要作什么
That’s good so what do you do
你摆脱了B和C然后你又发了一次全是A的邮件
You get rid of B and C and you mail the whole list A again
对吧,追踪还有测量
Right, track and measure
学点东西继续向前
Learn something and move forward
最后一个是
Then the last one is
你能开始测试什么
What can you start testing
你知道我的意思是需要多少创意才能让人说
You know I mean come on how much creativity did it take to say
列清单就好了
Just list it
用明信片卖房就好了
Just sold on a postcard
这很荒谬
It’s ridiculous
15年来第一次出现在市场
First time on the market in 15 years
你知道
You know
只比卖家要求的价格多买了6万美金
Just sold 60 thousand dollars over the seller’s asking price
我们要随意然后对标题充满创意
You know let’s play around and be creative with the headlines
不要浪漫化于我们所想的
Let’s not romanticize about what we think
让我们测试
Let’s test
AB,然后看看哪个得到了最好的回应
AB, and let’s see which one pulls the best response
然后那会让2015变得非凡
And that will make 2015 extraordinary
所以给我一些反馈
So give me some feedback
我知道我给了你们很多需要思考的东西而且给你们看了下我的手机
I know I give you a lot to think about and I give you a little want to show you my cellphone
反馈
Feedback
Zillow,科威国际不动产,科威国际不动产,Zillow,让我知道
Zillow, Coldwell Banker, Coldwell Banker, Zillow, let me know
然后给我些反馈
And give me some feedback
所有的这5个观点还有也许
On all 5 of this point and maybe maybe
也许
Maya just maybe
如果你需要帮助
If you need some help
去Tom Ferry.com
Go to Tom Ferry.com
然后看看我的网页
And check out my website
那上面一定有什么,成功锦囊
There’s gotta be something on there, success pack where
你需要我队伍中的一名成员来指导你制作你的营销计划和商业计划
It’s your marketing plan and your business plan that you need with a coaching section with one of my team members
那上面一定有什么,我好奇适合我的颜色是什么
There’s gotta be something there, I wonder what my color it is
没人在意,也许是绿色,也许是蓝色,也许是橙色,我不知道
Who cares, maybe it will be green, maybe it will be blue, maybe it will be orange, I don’t know
但我知道我们总是在测试
But I know we’re always testing
感谢收看
Thanks again for watching
记住
Remember always
你的策略很重要
Your strategy matters
而且尤其
And now more than ever
你阻止浪漫化规则的能力
Your ability to stop romanticizing rules
感谢收看
Thanks for watching
如果你喜欢看到的这些
If you love what you’re seeing here
那么就点击下方按钮来加入我们的线上社区,完全免费
Then click the button below to join our online community absolutely free
非常感谢
Thanks so much

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视频概述

汤姆费里秀汤姆职场7五件经纪人需要知道的事

听录译者

飞飞

翻译译者

飞飞

审核员

wusen

视频来源

https://www.youtube.com/watch?v=8rBQWLSQfQA

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