Lead Generation Playbooks / Referral
JOHN ELY
Annual Equity Reviews
Real Estate Reviews for Relationships
JOHN ELY / ANNUAL EQUITY REVIEWS
Table of Contents
By the Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
Why Annual Equity Reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05
John’s Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06
Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 07
Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08
Setting Aside Enough Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Asking for the Referral . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
John’s Toolkit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
John’s Scripts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3 Things You Can Do Now . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
6 Things John Will Do Moving Forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
John On Coaching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
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Lead Generation Playbooks / Referral
JOHN ELY
Annual Equity Reviews
Real Estate Reviews for Relationships
Rely Real Estate Co
Phoenix, AZ
john@relyrealestateco.com
sellingphoenix
JOHN ELY / ANNUAL EQUITY REVIEWS
Years in real estate: 8
2021 Results
v Transactions: 64
v Volume: $27,480,000
v GCI: $708,504
2022 Jan to July (C&P)
v Transactions: 33
v Volume: $21,558,380
v GCI: $560,517
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Lead Generation Playbooks / Referral
By the
NUMBERS
JOHN ELY / ANNUAL EQUITY REVIEWS
Annual Equity Reviews (AERs)
that generate referrals: 18%
Percentage of Business Attributable to PC/SOI: 64%
Size of Database: 368
Numbers of AERs in 2021: 108
GCI from Database in 2021: $538,000
Number of AERs it takes to generate one listing: 5
Hours involved in each AER: 2
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Lead Generation Playbooks / Referral
Why ANNUAL
EQUITY REVIEWS?
A home is, for most people, their greatest asset.
Just as people periodically review their investment
JOHN ELY / ANNUAL EQUITY REVIEWS
portfolios, so they have interest in doing the same
with their homes. Annual equity reviews give
you an opportunity to start a conversation that
positions you as their trusted real estate advisor.
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Lead Generation Playbooks / Referral
JOHN ELY / ANNUAL EQUITY REVIEWS
“The Playbook”
John’s APPROACH
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Lead Generation Playbooks / Referral
STRATEGY
John keeps it simple, so he calls them “Real Estate
Reviews.” His goal is to build trust and solidify
relationships. “If you do good by people, they’ll
want to do good by you.”
John’s main goal when reaching out to his database
JOHN ELY / ANNUAL EQUITY REVIEWS
is to provide value and help his clients think
bigger. He Incorporates into his presentation any
information he knows about their current situation
– for example, they may be approaching retirement
or planning a major home renovation – and
focuses his review accordingly.
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Lead Generation Playbooks / Referral
PROCESS
• Create a BombBomb video that greets the client
and gives them a brief snapshot of their home’s
current value and what that means for them.
John uses Homebot to generate the numbers.
• Within 48 hours, follow up and schedule an in-
JOHN ELY / ANNUAL EQUITY REVIEWS
person meeting to discuss the significance of
their home valuation and to help them address
real estate-related issues. While a real estate
review can be done via Zoom, John prefers to
sit down with his clients. After all, the purpose
of the review is not only to provide professional
input, but to build and maintain rapport, and for
some people that doesn’t work well through a
screen.
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Lead Generation Playbooks / Referral
PROCESS
• Conduct the in-person real estate review with
an eye to providing value. Since numbers
only matter to the extent that they are parts
of dreams and plans, ask questions that
encourage clients to open up and share their
thoughts and feelings.
JOHN ELY / ANNUAL EQUITY REVIEWS
• Ask for referrals.
• Follow up with a thank you letter.
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Lead Generation Playbooks / Referral
Setting Aside
ENOUGH TIME
John blocks at least two hours for each real
estate review – thirty minutes to gather
all the data he needs, travel time, and
then at least an hour for the conversation
JOHN ELY / ANNUAL EQUITY REVIEWS
itself. Going over the actual valuation on
the home may take as little as ten minutes
for amiables, but considerably longer
for analyticals. Be prepared to answer
analyticals’ questions – they’ll want details.
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Lead Generation Playbooks / Referral
Asking for the
REFERRAL
John’s philosophy is that when you help
others, they’ll want to help you. If you’ve
shown value and have had a relaxed
conversation, you can naturally bring up
JOHN ELY / ANNUAL EQUITY REVIEWS
referrals at the end. You’re the go-to person
for all things real estate, so let them know
that you can help any of their friends and
family as well.
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Lead Generation Playbooks / Referral
JOHN ELY / ANNUAL EQUITY REVIEWS
“The Playbook”
John’s TOOLKIT
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Lead Generation Playbooks / Referral
John’s TOOLKIT
JOHN ELY / ANNUAL EQUITY REVIEWS
Watch
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Lead Generation Playbooks / Referral
John’s TOOLKIT
JOHN ELY / ANNUAL EQUITY REVIEWS
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Lead Generation Playbooks / Referral
John’s TOOLKIT
JOHN ELY / ANNUAL EQUITY REVIEWS
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Lead Generation Playbooks / Referral
John’s SCRIPTS
Referral Script
JOHN ELY / ANNUAL EQUITY REVIEWS
Do you know anyone who would
be interested in having one of
these meetings? 75% of the
people I help come from referrals
and I’d love the opportunity to
help any of your friends or family.
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Lead Generation Playbooks / Referral
John’s SCRIPTS
Appointment Setting Script
Hey [CLIENT’S NAME]! I just wanted
to say Happy Home Anniversary!
June marks 4 years that you will have
been at “123 Banana”. Congrats…!!! I
JOHN ELY / ANNUAL EQUITY REVIEWS
emailed you guys over a video about
your home and some quick numbers
on it now that you’ve been there for 4
years. I’d love to set up a time to chat
when you have some availability to
go over any questions you may have
and get into some of the specifics.
Do you have any time in the next few
weeks to meet up?
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Lead Generation Playbooks / Referral
John’s SCRIPTS
Key questions to ask during a review
• Ask about their plans with the house.
Would they change anything? How long
JOHN ELY / ANNUAL EQUITY REVIEWS
do they see themselves living there?
• Have them share their thoughts on
their equity. What would they do with it?
• Have they viewed real estate as an
investment before? (Share strategies for
their situation.)
• Would anyone they know be interested
in this type of a meeting?
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Lead Generation Playbooks / Referral
John’s SCRIPTS
Follow-up Letter
Hi [CLIENT]!
Thank you for meeting with me the other
day. I just wanted to take a few minutes to
JOHN ELY / ANNUAL EQUITY REVIEWS
say… I appreciate you!
[Explain and be personal.]
I consider myself fortunate to have made
friendships with people like you as it
brings joy to my days and makes work fun.
Without friends and clients like you my
career would be empty.
Thank you for being you!
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Lead Generation Playbooks / Referral
3 Things
YOU CAN DO NOW
01 02 03
Create a Remember Ask for referrals.
template for that your goal
doing your in doing the
JOHN ELY / ANNUAL EQUITY REVIEWS
Annual Equity equity review is
Review. John to provide value
uses BombBomb relevant to your
and draws his client’s present
numbers for concerns. That
Homebot. What means listen
will yours be like? before you
speak. Before
sitting down to
your first face-to-
face, do a couple
role plays.
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Lead Generation Playbooks / Referral
6 Things John will do
MOVING FORWARD
01
Annual reviews are an opportunity to make another deposit into the relationship,
and being intentional with a personal touch is key. My team will log more
information on life events into our CRM prior to their home anniversary by pulling
information from social media.
02
JOHN ELY / ANNUAL EQUITY REVIEWS
Follow-up is key, so I will activate an automated action plan within my CRM when
engagement isn’t logged. This action plan will allow me to be more consistent with
my follow-up. The automated action plan will include the following: same-day text,
48-hour call, 7-day call, 14-day call, and 28-day call.
03
To ensure my time is allocated more effectively, I will dedicate the last week of the
month for a range of activities: video recording reviews and video emails for the
coming month. This will allow me to focus on setting more appointments and have
more intentional conversations throughout the month.
04
To cut down on the time it takes for me to create the videos, I will work on removing
written scripting and speak more naturally and personably. My goal is to be more
engaging.
05
Overhaul my handbooks for the appointments. I will use Canva to create a more
professional and polished look that can be created in both print and digital copies.
06
Work with my Tom Ferry coach to help me implement and hold me accountable!
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Lead Generation Playbooks / Referral
JOHN ON COACHING
JOHN ELY / ANNUAL EQUITY REVIEWS
Since joining coaching with Tom
Ferry, I’ve had my mind opened
to not only what’s possible
in real estate, but what I’m
capable of. Weekly sessions with
my coach have gotten me to think
bigger and more intentionally.
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