F.I.R.E.D UP with Krista Mashore Episode: The Secret Strategy I Use to Win Listings Before I Even Step Through the Door! (Ep. 923)
Release Date: February 10, 2025

Introduction

In Episode 923 of F.I.R.E.D UP with Krista Mashore, Krista delves into her proven strategy for securing real estate listings even before stepping foot in the seller's home. Drawing from her extensive experience of selling over 2,300 homes, Krista shares actionable insights and innovative digital marketing techniques that set her apart in the competitive real estate market.

Pre-Appointment Strategies

Krista emphasizes the importance of establishing a connection with potential sellers before the listing appointment. She outlines a comprehensive approach that ensures she wins the listing before arriving at the door.

• Initial Contact:
  "Prior to that appointment, I had already sent a text message, I had called them and they had watched a 13-minute pretty marketing video before I even got there."
  (00:45)

• Personal Touch:
  Krista ensures she starts the appointment on a positive note by complimenting the seller and engaging in meaningful conversation. This builds rapport and trust from the outset.

• The Power of Marketing Videos:
  She highlights the significance of her pre-appointment marketing video, which educates sellers on advanced digital marketing strategies that most agents overlook.
  "This marketing video is so important because it ensures they actually meet with me, especially if they're meeting with multiple people."
  (02:30)

The Marketing Video

Krista’s marketing video serves as a critical tool in her strategy, providing sellers with valuable information that differentiates her from other agents.

• Content Overview:
  The video covers topics like social media engagement, geographic targeting, and the expertise of her digital marketing team.
  "It talks about social media and how we get hundreds of hours of watch time, thousands of engagement, hundreds of thousands of views on all the marketing videos that we do."
  (04:15)

• Impact on Sellers:
  By presenting this information upfront, sellers gain a clear understanding of what to expect and recognize Krista’s unique approach.
  "They loved your Book. They loved your videos, they consumed your seller course and they are all in."
  (09:20)

The Listing Presentation

Krista rarely has to conduct a traditional listing presentation because her pre-appointment efforts have already won over the sellers. However, she outlines what her presentation entails for those interested.

• Educating the Seller:
  "Mr. Mrs. Seller, we understand how important it is for you to sell your home. It's one of your most important assets."
  (12:00)
  She emphasizes the necessity of understanding both local and national market trends to strategically sell the home for the best price and terms.

• Data-Driven Approach:
  Krista uses data from reputable sources like the National Association of Realtors and CoreLogic to back her strategies.
  "72% of buyers utilize their phone in their home search. Also 43% of agents used an open house but only 12% of agents used video in their marketing."
  (15:30)

Digital Marketing Techniques

Central to Krista’s strategy is a robust digital marketing plan designed to maximize a property's online presence.

• Social Media Advertising:
  She invests heavily in paid advertisements on platforms like Facebook, Google, and YouTube to ensure high visibility.
  "Organic reach is declining. From 2018 it is only 1.52% of organic traffic is being seen. That’s why we run paid ad campaigns to put your home in front of as many prospective buyers as possible."
  (25:10)

• Mobile Optimization:
  Recognizing that 50% of buyers search on mobile devices, Krista ensures all listings are optimized for mobile viewing.
  "50% of buyers are actually looking from their mobile device. We make sure that the way buyers are looking is the way I'm marketing your home."
  (20:45)

• Video and Virtual Tours:
  Utilizing professional videography and 3D tours, Krista provides immersive experiences for potential buyers.
  "We use professional videography, professional photography, because my job is to make sure that your home, they know about it. The more exposure I can get, the better."
  (18:30)

Social Media Strategies

Krista leverages social media not just for advertising but also for building community awareness and engagement.

• Targeted Campaigns:
  She employs pixeling and retargeting techniques to reach the right audience efficiently.
  "We are less than 1% of agents who utilize social media the right way. We do that through target marketing, through pixeling, and retargeting."
  (30:50)

• Engagement Metrics:
  Krista shares impressive metrics from her campaigns to showcase effectiveness.
  "We reached 132,000 people, had 460 reactions, and garnered 79,000 views on one of our properties."
  (33:25)

Neighborhood Outreach

Understanding the value of the local community, Krista implements targeted neighborhood campaigns to boost word-of-mouth referrals.

• Just Listed Cards:
  Distributing 500 to 1,000 just listed cards ensures that neighbors are aware of the sale, potentially generating referrals.
  "People often know people that want to live in your area. We will be doing a whole campaign to your neighbors, letting your neighbors know that we've listed your home."
  (35:40)

• Neighborhood Letters:
  Dropping off 200 to 300 personalized letters with QR codes directs interested parties to the property's website.
  "We utilize the QR code and we digitally market their own personal property website to the neighbors and everywhere else throughout the web."
  (38:15)

Printed Materials

Despite the digital focus, Krista acknowledges the importance of traditional marketing materials in her strategy.

• Brochures and Flyers:
  Four-page colored brochures and digital flyers are used to provide comprehensive property information both online and offline.
  "We still do normal, regular, you know, four-page colored brochures and I will show them examples of that case so they can actually see examples of it."
  (40:05)

Seller Homework and Collaboration

Krista stresses the importance of collaboration with sellers to ensure accurate and effective marketing.

• Seller Success Work:
  Providing sellers with a homework assignment helps gather detailed information about their property, which is crucial for accurate listings and avoiding potential issues.
  "The more information that you give me, Mr. Mrs. Seller, the more I can then pass on to the buyer."
  (43:00)

• Accurate Representation:
  Ensuring all property details are correct to prevent discrepancies that could lead to legal issues.
  "If I market your floors as hardwood when they're not, that could be a huge potential lawsuit. So I want to make sure that I know anything and everything about your house."
  (45:30)

Conclusion

Krista Mashore wraps up by reiterating how her comprehensive and strategic approach ensures she wins listings before even entering the seller’s home. Her blend of advanced digital marketing, data-driven strategies, and personalized seller engagement distinguishes her as a leader in the real estate industry.

• Final Thoughts:
  "I'm winning before I arrive. I'm winning before I walk through the front door."
  (49:20)

• Invitation to Learn More:
  Krista invites listeners to join her virtual event to delve deeper into these strategies. "If you'd like to learn more of these types of strategies coming from somebody who has sold over 2,300 homes on twin transactions, then click the link and in the notes there will be a link to a three-day event."
  (51:00)

Key Takeaways

1. Pre-Appointment Preparation: Establish trust and credibility through personalized communication and informative marketing materials before the listing appointment.
2. Advanced Digital Marketing: Utilize social media, paid advertising, and mobile optimization to maximize property visibility.
3. Data-Driven Strategies: Back marketing techniques with solid data to demonstrate effectiveness and differentiate from competitors.
4. Community Engagement: Implement neighborhood-specific campaigns to generate referrals and increase local interest.
5. Collaborative Efforts: Work closely with sellers to gather detailed property information, ensuring accurate and compelling listings.

Krista Mashore’s episode serves as a masterclass for real estate professionals aiming to enhance their listing strategies through innovative digital marketing and proactive seller engagement.