Hey there!
Malte Kramer runs Luxury Presence. 500 employees, $100M in revenue, 80,000+ agents.
I asked him where a full-time agent should put their time & money, and to grade every lead source on the way.
So I wanted to share the playbook he shared on the show.
— Andrew KNWN
First, start with the people who already know you.
2 audiences exist: people who know you & people who don't.
His words: "So many agents skip right past that."
Then the basics, in his sphere plan:
Get your sphere into a CRM
Run consistent email
Get tools that watch your database for life signals: someone takes a new job, kids graduate, a wedding
If you run ads at all, retarget your sphere. "That's the whole name of the game."
Website and expert content, because "they know you and like you, but they don't know you're great at real estate"
Here are his lead gen grades. For full-time agents:.
Email: S. The only S he gave. "Highest ROI thing you can do." Two decades old, hasn't changed.
Open houses: A. Free. Door knock the street before it starts.
Instagram: A. Still the best place to stay in front of your sphere.
YouTube: A. "Blue ocean. Most agents are not on YouTube." Also gets cited by ChatGPT and Google when someone researches you.
SEO/AEO: A. Every referral checks you in Google and ChatGPT before they call. Control what they find.
Farming mailers: B+. Handwritten, targeted, and not as a new agent.
Facebook: B. Older demographics.
Paid ads: B. Only with nurture systems and a 12-month timeline. Otherwise "it's easy to burn a lot of money."
LinkedIn: C.
TikTok: D. Lots of views. Doesn't convert.
Do the things that don't scale.
"The stuff that doesn't scale is the stuff people don't want to do, and the things people don't want to do is the stuff where you have no competition."
His wife hosts a block party once a month. Knocks doors, hands out flyers. 50+ neighbors show up. The WhatsApp group she started now asks her real estate questions.
Same logic we saw with Brette in North Carolina: 100+ agents fighting on Instagram, 5 to 10 on YouTube. She took the empty room.
Pick 1 thing. Give it a year.
Luxury Presence has nearly 20 marketers, so they can be on every channel. You might 1 or 2 people.
Want new leads from video: YouTube weekly or Instagram daily
Turn your database into listings: a newsletter 2-4x a month & sales emails
High prospecting brain: an ads funnel with real nurture behind it
His conversion math: a dozen touches per lead. Half take 6 months just to respond. About a year to close. "If you're looking for ROI after 30 days, you're going to be disappointed."
The 95%
Only 5% of your market is transacting right now, and every agent is chasing them. The top 1% he's watched market to the other 95% for years and get the first call when they move. He called it the number one difference.
That's the whole thesis behind this newsletter. Owned attention beats rented leads.
Our ask this week
Open your CRM. If your sphere isn't all in one place, that's the job. If it is, send the first email.
Most agents don’t market to their own database consistently, so make your commitment today so you dont lose listings to other agents who do.
WANT THE FULL STRATEGY?
Search He works with the top 1% of agents. This is their secret on YouTube or your favorite podcast app to watch the complete episode now!
