Dream Team Funnel Strategy

Hi guys. Richard's back again. Sunshine strategy. This I used ... my favorite strategy. If you've said how do I get referrals or how do I get clients for my architecture firm, that would be the dirty thirty strategy. That used to be my number one strategy, because why wouldn't you go to your dirty thirty to get referrals? Why wouldn't you? Yeah, referrals are better than anything else. In fact, if you probably get 60-80% of your clients from referrals, anyway, it makes sense to try to double your referrals or triple or quadruple.

Well, the only thing with the dirty thirty ... and I still love it as a strategy, but it does require you staying in touch with people every single month, which is what I want you to do. Now, that's great, but there are a few little disadvantages with that and that is it's like a get leads slowly strategy. So, the sunshine strategy refers to Sunshine Island. If you haven't got the book, 'Sunshine Island', then you need to read the book, 'Sunshine Island'. Sunshine Island is where the architects go when there's four quarters. There's the old quarter, the new quarter, the artist quarter and sunshine island. Sunshine Island is where the architects get great projects, they fulfill them and they get well paid. Well, this is the sunshine strategy. This is my new favorite number one strategy. Lets just clear the way and let me show you what it's all about.

What I want to do, here, is let's create the perfect marketing system. What are the best type of leads of all the type of leads you can get, would you say referrals are the best, aren't they? Because they come to you, they're kind of pre-sold, pre-educated, someone else has already done the selling for you, so referrals are great. What else is great? It would be a great strategy if it was low tech. That would be great, because setting up technologies, for some people, can be a real drag, I know. What else would be great? Let's say if it was free, or close to free, actually ... this is not 100% free. This might cost you $20 a month or something like that.

What else would be great? What would be the ultimate, perfect marketing strategy? How many leads do you get at the moment, per month? Five, ten, fifteen, twenty? What about 100? What about 100 leads per month? How good would that be ... 100 leads per month? Now, I'm not going to say you're going to get 100, but mathematically speaking, there's no reason why, technically speaking, you couldn't. I'll show you the maths in a moment.

What else would be great? Well, if it's a referral, if it was a win-win-win. There's three parties that win. You win, the referral wins and the client wins. That would be great as well. Finally, because it's low tech, what if it took one day to set up? Makes it like ... it wouldn't even take a day, but it could all be setup and ready to go in one day. Wouldn't that be the ultimate marketing strategy? You can see why I'm now considering this my new favorite client-getting strategy. If you do this, and this strategy well, alone, this would be all you need to do to get to sunshine island ... where you get the best projects and earn decent fees, the best fees. Monkey's fist, we'll call it. What are the best monkey's fist? Well, the best monkey's fist questions that your ideal clients are already asking. So, if you know that they're asking something all the time and you can answer it, that's what they'll put their hand up to want to receive. I'm going to give you my three favorite monkey's fists.

Number one, and in no particular order. One of the big questions people always ask about any project, whether it's residential, commercial, industrial is how much, right? How much is my thing going to cost? Now, a lot of architects will run away from this question and go "well, I can't tell you ... it's blah, blah, blah", right? But we know we can tell them. We can give them a ballpark figure, at least. We can give them a guideline that we don't stand behind, but we can use square foot cost calculator. Just using square foot, so often it's ... if you want to do 100 square feet, it's going to be low spec might be this much, per square meter. Medium spec, this much. High spec that. How much is definitely a question and definitely something people want to know, so it's going to work as a monkey's fist.

Number two, what is the process? What are the steps, right? So, by giving a flow chart, step one, step two, step three, here is how you build if you ... I don't know, industrial buildings. Here's the seven steps to getting an industrial building built. If it's a passive house, here's the seven steps to building a passive house, step one, two, three, four ... and you just throw it out on one page. The third question in any project they're going to ask is who? Who should I be speaking with? Who should I be speaking with? That's where this strategy comes in for us today. The who. What we're going to do, is you are going to create a directory. You're going to create a who directory. D stands for directory.

You're going to produce a directory and what it's going to be is a directory of, let's say ten experts. It's a directory of experts. Someone's asking the question who should I be speaking to? What you can do is you can hand out a postcard, right? P stands for postcard. Hand out a postcard, which directs someone to a landing page and the landing page then sends them to the directory. Once they've got the directory, you have the ability to follow up. FU stands for follow up. Thank you. In some countries. It does in my country. Some people need that clarified.

There you go. Postcard leads people to a landing page, which leads people to get the directory, which leads to your follow up. Now, why does this work so well? Who can hand out the postcard? Well, obviously, you. You can hand out the postcard. How many postcards do you think you can hand out to people who are considering that type of project per month? I mean, hand them out. Well, maybe times ten, right? So, you times ten. Who else could hand out this postcard, right? Who else could hand out the postcard? Well, this is where it gets interesting, so let's change the color and let's go for something red, because this is something kind of special.

Who else could hand out ... have a think about it. Who else could hand out the ten postcards? Well, you guessed it. The other nine people in this directory, right? Who are you going to have in the directory? You might have a realtor, you might have an interior designer, you might have a landscaper, you might have a builder, obviously a builder. You might have a ... I don't know. Depending on what type of niche you want to specialize in, right? Let's say you've got nine ... you don't have to have nine of them ... but let's say in this case you've got ten directory of experts, including yourself. Now, by the way, I wouldn't brand it all up. You, when you create this directory, it's a vanilla, blank directory, which you happen to be on. The reason for that is, these other nine people don't necessarily want to promote something, which is fully branded about you. Keep it reasonably generic.

These nine, other people, they can potentially hand out 10 postcards a month to their prospects. In theory, mathematically speaking, there's no reason why they couldn't. What does that equal? One times 100, so one times ten is ten, nine times ... that's 100, okay. Now, are you going to get 100 people? Go to the landing page up here and download the directory. Maybe some of you will. Some of you will get more than that ... but 100 is pretty good. Here's the thing. Who gets the 100 leads? The answer is, you do. What about the other people in the directory? What do they get? Do they get 100 leads? No, they don't, because everybody is coming ... this is a landing page owned by you. What they get, is they get leads from people downloading the directory and calling them. They will get phone calls. Now, it won't be 100. You'll get 100 and you'll have the chance to follow up with ... let's say, mathematically speaking, anyway, 100 people. They don't. They get to follow up with only those who call them.

Whose interest is it in to hand out this postcard? Well, everybody on the directory. Everybody's interest to hand out this postcard. What happens if someone on this directory, here, doesn't hand out the postcards or doesn't get involved, doesn't get engaged in this? What happens? The answer is, you can take them off. You can put someone else on the directory. Say the builder's not really working it. It's too easy for him. You take him off and you put on another builder who needs more leads. So, what are you going to need? You're going to need a postcard, you're going to need a landing page.

Let's have a look at an example of a landing page. This isn't the landing page, necessarily, that you're going to use, but it's one I've just mocked up right now. As you notice, it's a standard landing page. It's got a picture of the thing that you're going to give away. It's got a button to click on. It's got a headline. Let's just go through the headline. Who should we talk to, free directory of recommended experts you'll need for a successful ... and then you'll insert the type of project that you want to attract leads, for. Includes phone, email, website and what they can do to help you. Save me a month of searching, it's pinned to my wall. Thank you. That will be an example of the webpage when they click on that blue button, that will give them the opportunity to put in their email address and whatever you want to collect. Their email address, maybe their phone number and maybe their first name. That's the landing page. That's the page that clicks their contact details and puts them into your system.

What would a postcard look? Well, funnily enough, pretty similar. This might be a postcard. Who should we talk to, free directory of recommended experts, exactly the same. So, you'd hand this out and when they click on the link to go to it, they would go back to a page that looked like that, which looks kind of the same so it looks like they're in the right place, so there's the postcard. There's the landing page. Pretty similar. So, what happens? We put how they get it on the back of the postcard. Bump ... once again, an image. This is the expert you should be talking to, available for instant download, go to ... bump, bump, bump, bump. And that's it. Something like that would work really nicely. This is the back of the postcard. This is the front of the postcard and this is the landing page, that looks kind of the same. The postcard would send them to here and then this would deliver, automatically, the pdf of the experts that you'll need. We can set up the landing page for you.

Let's have a quick look at what's a script that you might use to get a builder or a valuer or a realtor on board. Let's have a quick look at a script you might use. It's all pretty low key, because it's win-win-win. It's not overly hard. "Hi Bob", this is to the builder. "Bob, can you handle any more leads?" And Bob goes, "well, what do you think?" And you go, "yeah, I thought so. I thought so. Well, good news. I have recommended you in my directory of experts this month, Bob." "What do you mean?", and you'll explain. "Well, I put together a directory of experts for this type of project, and good news, you're on it. Now, Bob, do you want to stay on my directory next month?" This is after Bob said, "Oh, that's a good idea. I definitely want to be on it." "Do you want to stay on it?" "Well, of course I do." "Alright. When someone asks you about a project, I want you to hand them this card. Can you do that Bob?" And Bob goes, "Alright! Yeah!"

And that's the postcard. So, you're going to give him copies of that postcard I showed you before. Give him 20 or 30 of those. He can hand those out every time someone talks about that type of project. "Can you do that Bob?" "Yeah I guess I can." "Alright. In that case we'll keep you on the directory for the next month. Now, bear in mind, Bob", this is what you're going to say. "There are nine other people. Everyone on this directory is handing this out, so, in a way, we're all generating leads for each other. There's ten of us handing this postcard out. The budget is you're supposed to hand out ten a month. That would be 100 people receiving this card with your name on it, Bob. Does that make sense?" And Bob goes, "Yeah. That's pretty good." "But Bob, if you don't hand it out then we'll have to take you off and put on someone that does hand it out because other people will be handing this out, which is basically recommending you so you've got to repay the favor. If we all do it then it all works for everybody. If it doesn't we have to take you off."

Sounds good to Bob. You don't even need to start with ... don't wait for ten or nine people to say yes. Just put nine, ten people on the card and hand it out. It's all public information, anyway. You're only giving their name, phone number, website, which is all on their website, anyway. Kick the thing off and start having these people on this list already and then go around and enroll them into handing out the postcards as well. In theory, you should be able to get ten postcards, each person handing out ten a month. In theory. It probably won't happen, but in theory mathematically, that would be 100 postcards a month. Who pays for the postcards? I suggest you do, because you are in this whole thing. You supply them with postcards, you set up the landing page, or we'll do it for you and you own ... you get every, single lead that comes through. How good is that? 100 leads a month, in theory. That's the sunshine island strategy.

Let's just go through your action plan for making this happen, and this could all happen in one day. You could probably get all this done in one hour. Number one, you have to create your list of recommended experts. You want their name, their phone number, their email address, one sentence about them, and their website. Number two, you want to get your postcard. You can just copy the one I showed you before. Just go back there and just copy it. I would go to vistaprint.com. Vistaprint.com and you make yourself a postcard. Could it be a business card? It could, but a postcard is going to be bigger and they can't just stick it in their wallet and forget about it, so a postcard is going to be better.

Number three, you need to just sort out your landing page, which we will do for you, but you just gotta get us your list so that we can set it up, take a photo of it and make up a landing page for you. That's kind of on us. Number four is enroll. Get hold of the other nine people and say hey, do you want to be referred and recommended and be on this list? Just enroll those people. Now, I wouldn't wait for the whole thing to happen until you admit all ten and discuss it with them. You can get their contact details off their websites and just put it on a directory. It's public information. You don't really need to ask their permission to put them on a list of recommended experts. I would just go and do it and then I'd speak to them later and say 'do you want to stay on it? I've got you on it at the moment. It's going to recommend ... it's going to bring business your way. Do you want to stay on it?'

And then, five, and here's the catcher. Once you've got that up and running, there's no reason why you can't replicate. Now, what do I mean, replicate? There's no law saying that you only have to have one of these lists going. There's no reason why you couldn't have three different lists of different people. Let's say you've got three builders you like working with. Why wouldn't you have three groups of ten? One group of ten, your initial one. Another group of ten with different people, different realtor, different interior designer, and they're all getting ten. And then maybe a third group or however many you want. You can replicate the system as many times as you want and if you're getting ... mathematically, 100 leads from having one group of ten, you could potentially have 300 leads a month. Sounds ridiculous, doesn't it? 300 leads a month from having three of these groups of ten.

It's kind of like B and I, if you've ever done B and I, where you're supposed to go to a meeting every single week and say what you do and then refer each other. You're not having to refer anyone, you're just having to refer the card. It's a lot easier. All the people in your little cartel are just referring the directory and that's all. You don't have to say you should use anyone on the directory, you're just saying these are people who are experts in this area. You can call them up, you can look up their website and if you like them, use them. So, you could replicate ... you could have three of these groups of ten going.

It's so good, isn't it? This is why I call it the sunshine method or the sunshine system. It's going to get you to sunshine island quicker than anything else I can possibly think of. It's so low tech. Remember, it's low tech, it's win for you, it's win for the client, it's win for the referral person whose getting referred. You could potentially get 100 leads a month, in theory. You probably won't, but mathematically, you could. They're all referrals, in a way. It's low tech. It's pretty much free except for the postcard, which, I don't know what it costs you to get 50 or 100 of these postcards made at a time, but not a lot, through vistaprint.com. You can set all this up in the next hour. You're good to go.

That's it. I'm excited about it. Get into it. Do it. Let us know how you get on. If there's only one thing you did, this might be it. This might be the only thing you need to do to get ten or 20 or 30 or 40 leads per month. You're going to have to look after your list, don't you? You're going to have to build this list of people and you're going to have to encourage them to keep going, because it's in everyone's interest to keep promoting this list of ten. Alright. That's the strategy. Get to action and start using it.