ChivLabs Real Estate Blueprint

Discover how the most
The Right Now

successful agents in
your marketplace are ...
… inexpensively and automatically

generating an abundance of high quality
Real Estate Leads online.
The simplest thing you need to

understand is that the marketing
strategy that makes great Online
Real Estate ads is . . .
. . . the same strategy that

makes great ads no matter where
you run them
Copyright 2020 © Craig Proctor Coaching Limited Partnership | All Rights Reserved | #RichAgentSecrets
About
The Your
Right Now
Prospects ...
While your prospects are bombarded

with more information, ads and stimuli
today than ever, the fact is that information
overload has always been a battle.
Here are a few things that haven’t
changed about your prospects:
 They do NOT want to be sold
 They will avoid advertising like the plague
 They are NOT interested in you
So, what ARE your

prospects interested in?
Answer:
“Their Own Needs”
All prospects are listening to the same
radio station:
WIFM
(What’s in it for Me?)
Most agents advertise
2 things prospects
DON’T care about ...
Agents Advertise Themselves …
(… just because people know who you are
doesn’t mean they’ll call you)
Why
should I
call you?
WIFM?
… a Single House
Agents Advertise Their Listings ...

(i.e. The advertise Narrow Funnel
(Too many
what they have)
“Eliminators”)
This ad has narrow

appeal. Here’s who
WON’T call on this ad:
• Those who feel a 2
bedroom is too small
• Those who are
looking for a house
under or over
$279,900
• Those who don’t want
to be SOLD (i.e. don’t
want to speak with an
agent)
What to do
Instead ...
All Effective Marketing (especially your Online
Marketing) must follow …
MY DIRECT RESPONSE FORMULA:
S-O-L-D
S
top them in their tracks (… with your
Headline, Video or Image which must act like
a “hook” or “pattern interrupt”)
perate on their self-interest and
O desires (Make what you’re offering
compelling; something they really want)
L
ure them with a story (Make your offer
irresistible and something they absolutely
cannot eliminate)
D eliver them to your door (Have an easy

and non-threatening Call to Action)
What do Buyers and
Sellers REALLY Want?
BUYERS want …
Houses
SELLERS want …
Buyers
They Do NOT
Want to be SOLD
Who Are Your BEST
Prospects?
IMPORTANT POINT:
It is usually easier to get prospects to
respond as a buyer than as a seller.
This stems from the fact that buyer
agency is still a relatively new concept.
Where a seller may try to control and
minimize contact with an agent until
they’re ready to make a decision regarding
the listing of their home, a buyer generally
won’t be thinking in these terms.
Therefore, the most effective

online ads target Buyers
>> see next page
How this will lead to
Seller Listings
The other important point for you to

understand, of course, is that many of the
buyer prospects who contact you will
also have homes to sell, so your online
Buyer ads are great at generating BOTH
Buyer and Seller prospects.
**Your ads to attract Buyers will

therefore ALSO generate Listings**
Buyers Want Houses …
but WHICH Houses?
Use the MLS to find out which neighborhoods and price

ranges to target.
Every agent has access to MLS so it’s easy for everyone
to do this. You can search how many homes sold in any
specific time frame and compare sales in different
geographic areas and in different price ranges.
For example if there are a lot of recent sales in
Newmarket between $800-900k, write an ad offering a list of
Newmarket homes for sale under $900,000. Pretty logical.
However choosing an active target neighborhood does
not in anyway tell you who is qualified or motivated. It's by
using my Universal Callback script that you are able to glean
this information by asking the specific questions on the
script that will help you determine their timing and
motivation.
CLICK HERE to learn how to access a copy of my

Universal Call Back Script that will enable you to
convert more of your leads to appointment.
The TOP
Performing Ads ...
Offer:
 Information
 Lists
 Exclusive & Coveted
Service
 Scarcity
Ads in Action ...

Offer a list of homes that will have high
perceived value to the prospects you want to
attract that they can’t easily get elsewhere
… and then deliver on your promise
66 Leads in
30 Days
Cost per
Lead:
$5.34
NOTE: The link to the
landing page is very
important when
converting online traffic
to leads. Your landing
page must be simple,
clear and congruent
with your ad.
From Lead to
Listing to Contract
Results: First posted at end of June, 4

appointments (one contract, one listing
agreement likely within two weeks, one said not
yet and one no show). 23 leads total, 12 of
these in the last three weeks.
Hotlist of Hot
Homes
Personal Page: 20 leads in one week

Business Page: 18 leads in one week
15 Leads
Cost per
Lead:
$9.23

important when
clear and congruent
with your ad.
Priority Access
Irresistible Offer
9 Leads in 13 hours
Awesome Deals
18 leads in 8 days at a cost of

$4.68 per lead
Proprietary
Information
Unavailable elsewhere
Coveted
Information
Positioned as DIY
Free Report
In one week: 317 clicks, 3 leads, 1

appointment. Cost per lead of $26.89
12 Leads
Cost per
Lead:
$5.44

important when
clear and congruent
with your ad.
Fixer-Upper
Bargains
194 clicks, 3 leads.

Cost per lead about $12
Video
3 leads in 4 days with budget of $5 / day

($6.65 cost per lead)
Free & Relevant
Information
34 Leads in
30 Days
Cost per
Lead:
$13.03
important when
clear and congruent
with your ad.
Facebook
Marketplace
Ran this ad for

Free on FB
Marketplace
4 leads in 3 days
for one hour of
work
Hotlist of Homes
2-3 Leads per day

with a 45% Engagement Rate
Buyers Can’t
Eliminate This Ad
2-3 leads per day

with 44% Engagement Rate
Limited Time Offer
Details Specify
“Close By Dec 31”
10 leads with 30%

Engagement rate
1 Appointment
Booked so far
Make it Easy &
Non-Threatening to
Contact You
18 Leads in the last 2 weeks.

Cost per lead is $1.60
Valuable Free
Buyer Checklist
Get Buyers to raise their hands through

Fear of Loss
Valuable Free
Seller Checklist
Get Sellers to raise their hands through

Fear of Loss
Be Controversial
Exclusive Limited
Time Offer
FB Marketplace
Make it Easy and Non-Threatening for

Qualified Buyers to Respond with a Free
Recorded Message and Free Report Offer
Targeted Hotlist
2-3 leads per

day on a $200/
month ad
spend ($2.63
cost per lead)
Wide offering for a
Specific Buyer
3 Leads a Day
Offer Expires at the
End of the Week!
4 Leads a Day
Home Run!
First FB ad I’ve placed with your system!!

30 leads in 3 weeks. Have been able to speak to
8 of the leads so far and booked 4 appts. 2 of the
4 have signed Buyer Agency Agreements and I
meet with the other 2 next week.
Hit Their
Pain Points
3 leads in a day and a half
Scratch an Itch
$20 daily budget. 18 leads in 4 days. They are

very motivated buyers ranging from 0-12
months time frame to buy. Cost per lead
$2.94. Am going to plus this by narrowing the
geographic offering.
Updated Every
5 Minutes
Hook with a
specific listing
but then make
it universal so
no one
interested in
this type of
home can
exclude your
ad
Advertise What
Prospects WANT
(vs. What You HAVE)
3-4 Leads per Day

Offer Prospects
Their Heart’s Desire
4-5 Leads per Day

Tell Them They
Can Be First in Line
3-4 Leads per Day

Split Test Different
Buyer Desires
This House PLUS
a List of Others
Free on Craigslist
(these strategies work everywhere)
Talk to No Agent
Make it EASY and NON-THREATENING

for Prospects to Respond
(no matter where you’re advertising)

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Discover how the most

The Right Now

… inexpensively and automatically

The simplest thing you need to

. . . the same strategy that

While your prospects are bombarded

So, what ARE your

Agents Advertise Their Listings ...

This ad has narrow

D eliver them to your door (Have an easy

Therefore, the most effective

The other important point for you to

**Your ads to attract Buyers will

Use the MLS to find out which neighborhoods and price

CLICK HERE to learn how to access a copy of my

Ads in Action ...

Results: First posted at end of June, 4

Personal Page: 20 leads in one week

NOTE: The link to the

18 leads in 8 days at a cost of

In one week: 317 clicks, 3 leads, 1

NOTE: The link to the

194 clicks, 3 leads.

3 leads in 4 days with budget of $5 / day

Ran this ad for

2-3 Leads per day

2-3 leads per day

10 leads with 30%

18 Leads in the last 2 weeks.

Get Buyers to raise their hands through

Get Sellers to raise their hands through

Make it Easy and Non-Threatening for

2-3 leads per

First FB ad I’ve placed with your system!!

3 leads in a day and a half

$20 daily budget. 18 leads in 4 days. They are

3-4 Leads per Day

4-5 Leads per Day

3-4 Leads per Day

Make it EASY and NON-THREATENING

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