I'm probably butchering the story, but the marketing concept has stuck with me. So, my bastardized version of the story that Dan Kennedy would tell is that there was a dentist that would move to a new town, start up a new dental practice and shortly after would be the number one dentist in town. Then, he'd sell the business, move to a new town and start over again. Eventually, as the story goes, some of the dentists in town approached him and asked, “what are you doing to get all these new clients and grow your business when we've been in town with dental practices for years?” The marketing savvy dentist would then tell them that he knows 100 different ways to acquire a new dental client each month and he does ALL of them.
Back in May, 2016 I had a thought: what if I could get 50 new Nomad™ clients in the next 12 months that would be buying a house every year for the next 10 years. That's what the Nomad™ model suggests: you buy a new home each year as an owner occupant and convert the previous to a rental.
I liked the idea of thinking about it in this way. It is how I think about a lot of things… break out the process into steps and then look at what I can do at each step to make it better, easier, more profitable, more fun. One of the steps to doing 50 transactions a year consistently is to find new clients and if you want to work with Nomads that means finding 50 new Nomad™ clients that you can help with your excellent service and the classes we provide on your behalf.
I thought about each Nomad™ client would generate about $8-$9K per year in gross commission income for me as a real estate agent. That's what my numbers in my local market would suggest.
Shortly thereafter, I changed my number from 50 to 100, but the idea was the same: what are 100 ways to get a new Nomad™ client in the next 12 months (and do all of them). I turned to a new page in my journal and I wrote at the top of the page, “100 Ways to Get a Nomad™ Client in the Next 12 Months” and started to write down any way that I could think of to get a new Nomad™ client. I don't think I came up with 100, but over time I hope to bring it up to over 100.
Here's my list:
100 Ways to Get a Nomad™ Client in the Next 12 Months
- Give away Nomad™ books – my best guess is probably 100 to get a new client, so I'd need to give away 10,000 to get 100 clients. If they cost me $4 each, that's $40,000 cost.
- Give away Nomad™ with Lease Option Exit book
- Get permission to market [entry level builder's name in my market] and run ads for how they'd do as Nomad™ properties on FaceBook.
- Similar builder ads on CraigsList daily
- Similar builder ads on Google AdWords
- Special report to email list to invite people I know to Nomad™ meetings weekly
- Create special report on “Catch Up Nomad™” and market the report on Facebook
- Create special report on “Legacy Nomad™” and market the report on Facebook
- Create special report on “College Nomad™” and market the report on Facebook
- Create special report on “Young Nomad™” and market the report on Facebook
- Create special report on “Fixer Upper Nomad™” and market the report on Facebook
- Create special report on “$3K Lease Option Exit Nomad™” and market the report on Facebook
- Create special report on “Little Down Nomad™” and market the report on Facebook
- Meetup for Nomad™ classes – people join group from Meetup
- Meetup for Nomad™ classes – advertise classes on CraigsList in events/classes each week
- Meetup for Nomad™ classes – advertise classes on Facebook as events each week
- Meetup for Nomad™ classes – advertise classes on Facebook page for my local Nomad™ club
- Meetup for Nomad™ classes – advertise classes on Facebook posts for my local Nomad™ club
- Meetup for Nomad™ classes – advertise classes on Facebook posts to my personal account
- Nomad™ content marketing on my website/SEM – each article might generate 5-10 views per month. How many views to get a Nomad™ client?
- Newsletter to my clients with class schedule
- Newsletter to my clients with Nomad™ articles
- Unsolicited newsletter to people in my local market (people renting that might be first time home buyers, people in houses that are in the price range for Nomads, people that bought rental properties aka absentee owners, etc)
- Unsolicited postcard for “Catch Up Nomads™” to mailing list
- Unsolicited postcard for “Legacy Nomads™” to mailing list
- Unsolicited postcard for “College Nomads™” to mailing list
- Unsolicited postcard for “Young Nomads™” to mailing list
- Unsolicited postcard for “Fixer Upper Nomads™” to mailing list
- Unsolicited postcard for “$3K Lease Option Exit Nomads™” to mailing list
- Unsolicited postcard for “Little Down Nomads™” to mailing list
- Newspaper ad for special report for “Catch Up Nomads™” in daily paper
- Newspaper ad for special report for “Legacy Nomads™” in daily paper
- Newspaper ad for special report for “College Nomads™” in daily paper
- Newspaper ad for special report for “Young Nomads™” in daily paper
- Newspaper ad for special report for “Fixer Upper Nomads™” in daily paper
- Newspaper ad for special report for “$3K Lease Option Exit Nomads™” in daily paper
- Newspaper ad for special report for “Little Down Nomads™” in daily paper
- Newspaper ad for special report for “Catch Up Nomads™” in weekly free paper (penny saver, thrifty nickel, american classifieds, etc)
- Newspaper ad for special report for “Legacy Nomads™” in weekly free paper
- Newspaper ad for special report for “College Nomads™” in weekly free paper
- Newspaper ad for special report for “Young Nomads™” in weekly free paper
- Newspaper ad for special report for “Fixer Upper Nomads™” in weekly free paper
- Newspaper ad for special report for “$3K Lease Option Exit Nomads™” in weekly free paper
- Newspaper ad for special report for “Little Down Nomads™” in weekly free paper
- Press releases for classes
- Press releases for various Nomad™ strategies
- Press releases for how newsworthy event (change of interest rate, hot market, slow market, rental market) impacts Nomad™ model
- Share content to Facebook from articles I wrote above for content marketing on my website/SEM
- Nomad™ t-shirt for “Catch Up Nomad™”
- Nomad™ t-shirt for “Legacy Nomad™”
- Nomad™ t-shirt for “College Nomad™”
- Nomad™ t-shirt for “Young Nomad™”
- Nomad™ t-shirt for “Fixer Upper Nomad™”
- Nomad™ t-shirt for “$3K Lease Option Exit Nomad™”
- Nomad™ t-shirt for “Little Down Nomad™”
- Give away/sell 1-2 hour Nomad™ presentation on each Nomad™ type using Facebook ads
- Door to door flyer for Nomad™ classes (apartments, houses that Nomads would normally live in)
- Door to door flyer for free Nomad™ book
- Door to door flyer for free Nomad™ special report on each type of Nomad
- Door to door flyer for free Nomad™ book
- Nomad™ for public office (political bandit signs)
- Nomad™ sign spinner on busy street corner
- Door to door flyers for specific houses like my father used
- FAQs content marketing on website/SEM
- JV webinars/classes with local team members (agents with lenders, lenders with agents, both with insurance brokers, financial planners, title companies, etc)
- JV webinar interviewing with local team members for them to use with their clients, in their newsletter, on their Facebook, etc
- JV seminar with local team member (and cross promote)
- Car wrap with Nomad™ offer (classes, free book, special report, 24 hour recorded info line)
- Flyers on local bulletin boards (coffee shops, super markets, convenience stores, gyms) with upcoming classes, free Nomad™ book offer, special report offer, etc
- Nomad™ business cards
- Referral partners (agents that might be lenders, lenders that might be agents, etc)
- Give Nomad™ books to referral partners for them to give out to their clients
- Nomad™ classes at public library
- Articles for local paper
- Local radio show on Nomad
- Be a guest on local radio show about Nomad
- Be a guest on local television show about Nomad
- JV classes with financial planners on planning for retirement
- JV classes with financial planners on saving/paying for college
- JV classes with financial planners on estate planning (money to kids/Legacy Nomad)
- Presentation to service organizations like Kiwanis, Elks
- Presentation for local churches
- Presentation for college campus classes on Young Nomad
- Presentation for college campus classes on College Nomad
- Attend opportunity meetings for MLM (do the MLS business and supplement for retirement with Nomad)
- Flyers on college campuses
As I finish writing this blog post, I realize I probably should be creating separate blog posts for each of these with my best suggestions and tips plus as close to a step-by-step procedure as possible to help our real estate agent and lender sponsors implement these ideas to work with more Nomads in their markets.