Real Estate Dream 100
What is it?
The Dream 100 is a list of 100 people that you dream to work with, knowing that landing only a few of them as clients will lead to significant growth for your business.
There are 2 types of potential clients:
- Those you want to work with
- Those you DREAM to work with
The ones you dream to work with are the clients that can make a significant impact on the growth of your business.
I attended a conference where the late Chet Holmes was a speaker and most of what I share is inspired by his teachings.
Goals for the list
Chet Holmes says:
The goal of the Dream 100 is to take your ideal buyers from “I’ve never heard of this company” to “What is this company I keep hearing about?” to “I think I’ve heard of that company” to “Yes, I’ve heard of that company” to “Yes, I do business with that company.”
So the phases you will take your Dream 100 list through are:
- I’ve never heard of you.
- Who is the company I keep hearing about?
- I think I’ve heard of this company.
- Yes, I have heard of this company before
- I actually do business with this company.
Build The List
Look at you current database. You probably have a database of thousands of potential clients.
If agents are your potential clients then the entire MLS roster is your database.
If buyers or sellers are your potential clients then all internet leads and documented property owners are your database.
But, those databases are way too large to push a heavy long term marketing strategy to.
So, look at every person in your current database and people in your marketplace that you would DREAM to have as a client. Some of these may be your COI and some could be people you have never met before.
Remember… this is a Dream 100 list.
As you build your list…
Think of adding influencers to the list.
Example: You could add a homeowner that lives in a nice community you want to work.
Or you could add a property manager that handles management in that community.
Or you could add the builder that is building in the company.
Out of those 3 options…which one would you dream to have as a client.
This is how you determine your list.
Real Estate Agents need these people on the list.
- HOA board members and managers
- Probate attorneys
- Divorce attorneys
- Bankruptcy attorneys
As you start to work these groups, you may want to sharpen up on your Real Estate Objections Handling Skills
Keys to converting list into business
You must have a marketing plan
- Multi-Channel Approach
- Mail them monthly
- Text them monthly
- Email them 2x per month
- Social Media post monthly
- Call them every 60 days
- Monthly market activity reports
- Monthly Sold reports
- Homebot Digest Monthly
Do not use a one size fits all marketing strategy!
Make sure that you get to know everything about the client and tailor your marketing to fit their interest.
When you know that they love dogs, think of something around dogs that you can send them…a box of dog treats will do wonders for building a future relationship.
If you know they spend a lot of time on the lake with kids…a boat key float ring would be something that dad would use every time he goes on the boat.
At a time when it is tough to get listings, you will want to establish stronger relationships with a list of people that can do multiple bits of business with you.
Create your list of 100 dream clients and put the above into action.
Beware…. You will not see a return overnight. Once you do this for a full 12 months, you will appreciate the momentum and growth you experience.
Take the time to make your list, determine your marketing pieces, create a marketing calendar and execute.
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