Founders Club - For Real Estate Entrepreneurs

Founders Club - For Real Estate Entrepreneurs

Join Founders Club with Oliver Graf, the show for Real Estate Entrepreneurs, created and dedicated to you, the realtor, broker, investor, agent, digital marketer, or any other real estate industry professional. If you're looking for inspiration, motivation and actionable advice on how to grow your real estate business, then join us each episode for a new discussion, interview or case study. Discover how you can learn to generate more real estate leads, convert more customers, and do more business. Join us for a casual conversation over a beer with high achievers from throughout the real estate industry. From developers to top producers and everything in between. Oliver's company Big Block Realty, has been named the Inc 500's fastest growing real estate brokerage in America (three years in a row) and #26, #31 and #33 overall on the Inc 500. Big Block Realty was named one of the top 360 entrepreneurial companies by Entrepreneur in 2018 and featured in Inman multiple times. He is a serial entrepreneur and also invests and sits on the board of advisors for 8 companies. We'll cover a wide range of real estate marketing and top producer growth hacks that you can apply to your business. Topics will include real estate marketing, how to grow your real estate brokerage or team, investing, developing, listing strategies, buyer strategies, 1031 exchanges, multi-family, apartments, staging, foreclosure, short sale, expired listings, open house, internet leads, sales, scripts and the best strategies that are working in today's market. Watch, listen and you'll be in the know with Founders Club with Oliver Graf.... Show More
September 24, 2019 77 min

You can’t argue with a story. And that’s why digital marketing legend Perry Belcher leverages storytelling to make sales. So, what makes people buy when they’re under the influence of story? And how can we harness an understanding of storytelling to sell real estate?

Perry is the cofounder of DigitalMarketer and the cocreator of Traffic & Conversion Summit. A serial entrepreneur known for his expertise in digital marketing and copywriting, he is a prolific author and sought-after consultant in the realm of growing an eCommerce business, driving web traffic, and increasing conversion. Today, Perry runs Olympus Peak Media, a digital marketing and membership company with 5.5M annual readers and a client roster of 500K.

On this episode of Founders Club, Perry joins Oliver to share the DigitalMarketer origin story and discuss how his background in retail contributes to his success in eCommerce. He offers his formula for building a business around a domain name, explaining why he sees web addresses as land and where to go to buy available domains. Perry also describes his ‘peel the onion’ approach to writing headlines and weighs in on the top tools for writing copy that converts. Listen in to understand the relationship between storytelling and sales—and learn how to apply the story arc for effective real estate marketing!

Key Takeaways

[1:23] Perry’s background in business

  • Retail, manufacturing, eCommerce and digital marketing
  • Partner with Ryan Dice on DigitalMarketer
  • [6:50] Perry’s insight around domain names

  • View as real estate (buy and register for 10 years)
  • Build site with content to increase value
  • [13:26] Resources for buying domain names

  • Registercompass, JustDropped and Undeveloped
  • Use NameJet for domain auctions
  • [19:16] Perry’s formula for picking winning domains

  • Product people need
  • Over $100
  • Hard to find in local market
  • Don’t sell on Amazon
  • [22:31] The DigitalMarketer origin story

  • Met partner at mastermind
  • Made $9M in first 7 months
  • [28:07] The relationship between storytelling and sales

  • Creates connection with consumer
  • Make promise, tell story + call to action
  • [35:57] Perry’s explanation of the story arc

  • Set the scene
  • Introduce characters
  • ‘Story cliff’
  • [43:19] How to adapt the story arc to real estate

  • History of home
  • Imagine…
  • [51:12] Why story is key to persuasion

  • Puts prefrontal cortex to sleep
  • Reptilian brain releases happy chemicals
  • [1:03:40] Perry’s ‘peel the onion’ approach to writing headlines

  • Figure out what customer really wants (the WHY)
  • Make replacement offer, not improvement offer
  • [1:09:30] Perry’s favorite online tools and software

  • Hemingway app to write to grade level
  • Natural Reader reads copy back in human voice
  • Trello for storyboarding
  • [1:12:20] What Perry is investing in right now

  • Business of human capital
  • Trained and managed outsourcing
  • Connect with Perry


    Olympus Peak Media

    Connect with Oliver

    Big Block Realty

    Oliver on Facebook

    Oliver on LinkedIn


    War Room Mastermind

    Traffic & Conver

    Mark as Played

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