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Transcript:

00:00:12:24 – 00:00:44:08

Unknown

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Webster of Real Estate Marketing. Doing this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them, Let’s get started.

00:00:44:10 – 00:01:13:06

Unknown

What is up? Ladies and gentlemen, welcome another episode of the Real Estate Marketing Dude podcast and holy crap, folks, have you been following this show for any period of time? I’ve been talking about what just happened this week. I’ve been talking about that for the last two years, well before the lawsuits, well before any of this stuff. The importance of building a personal brand and or a unique selling proposition to stand out.

00:01:13:08 – 00:01:33:02

Unknown

Well, the numbers, if you even tuned back to several years of episodes, the numbers with consumer dissatisfaction were evident. They were out there planning it. And this is going to be the fuel to the fire that they’ve been waiting for. So what we’re going to be doing, though, in this show is that this is not all doom and gloom.

00:01:33:04 – 00:01:55:00

Unknown

Two nights ago, I couldn’t sleep, literally could not sleep, could not sleep because I was like, oh, my God, should I start a brokerage because of this? The opportunity here is also very, very large. So this is not going to be a doom and gloom show. It might be for some of you guys, at least if you’re not willing to change, because one thing for sure is that this market will change.

00:01:55:02 – 00:02:12:11

Unknown

There’s no doubt about it. The way you’re going to be compensated is changing. I mean, it’s going to happen. And if you go on social media right now, you’re seeing two different sort of trains of thoughts. The other a lot of people are like, well, you’re going to have to list to win list live to list or last list or whatever they’re calling it.

00:02:12:16 – 00:02:37:02

Unknown

Great. Still doesn’t the fact that you’re going to lose 50% of your commission in the buyer side of the commission. Right. Whether you list or not, you still have income that is generated from buyer commission revenue. And it’s not just about that. What is more concerning more than anything is that honestly, you have to look into the remarks like, go, go ahead and hit the NBC News article and go scroll through the comments.

00:02:37:08 – 00:02:58:17

Unknown

And that’s where the true answer is, folks, because I spent at least, gosh, maybe 30, 45 minutes just reading through the comments of the news articles that are coming out, bashing the industry, saying how real estate agents held them hostage, essentially, which is bullshit. But, you know, the news and the media’s going to spin in whatever way they do, like they always do.

00:02:58:17 – 00:03:18:04

Unknown

It’s always say they’re fake news. But the comments are evident. Guys. People don’t like real estate agents. And, you know, I didn’t we didn’t need this lawsuit to come out and tell us that we saw this in the in the Atkins customer or client satisfaction surveys that have been done over the last four or five years. So the writing’s been on the wall.

00:03:18:06 – 00:03:54:17

Unknown

Now, why is that not all doom and gloom? And let’s start with actually both. Let’s do the pros and cons. Maybe that’s what we call the show pros and cons of the doom and gloom of the in our settlement, because there’s a lot more pros I see so far in cons. And I’m not just saying that to hype you up paradigm shift like this is when people make money, This is when people take market share, this is when people gain ground and this is when people stand out, stick out, and nobody makes it big in when everything just go in the same way.

00:03:54:17 – 00:04:16:07

Unknown

It go in the same way, go in the same way, go to somebody, go to the same way. And this has already happened a few times before where there are sudden shifts and different people just blew up overnight. It seems like the last time we did this was 2020. In the COVID era. How many people became tik-tok celebrities in such huge social media followings just because of was stuck to their phones for three years.

00:04:16:09 – 00:04:38:05

Unknown

So there isn’t a lot of doom and gloom, but the doom is is at commission compressions real. Like the days of getting 5 to 6%, they’re gone. Telling you right now they’re absolutely gone. Some people are going to hate that. I say that. And I understand you’re comfortable doing business the way you were, but this is not going away.

00:04:38:07 – 00:04:55:22

Unknown

There’s many lawsuits I can’t even imagine the amount of injury attorneys are just sell the testing, because what this lawsuit does is it could open up why can it open up lawsuits for all the other people? You know, you just need a client or consumer to say, hey, I thought I didn’t get I wasn’t given an option. Right.

00:04:55:24 – 00:05:24:19

Unknown

Option. That’s going be key to later on in today’s show. So pay attention to that option, That word, that’s the name of the game here. But let’s go back into some of the doom. So like you’re going to have to assume that your commissions getting cut. If you look through the comments on the NBC articles, the biggest one they’re saying is like, why should an agent get paid for the same amount of work that they would do on a $100,000 house to sell that house, the same amount of work they’re going to do on a $2 million house to sell that house?

00:05:24:21 – 00:05:46:02

Unknown

And why should they get paid 40 grand versus four grand? And that’s the complaint. This has never been adjusted. And if you put yourself in the consumer’s shoes, not in your own get out of your own skin, put yourself in the consumer shoes. You can see the positioning of this and you can see their point. If not, you’re being ignorant.

00:05:46:02 – 00:06:00:05

Unknown

You could see they have a point and right off the bat, like what’s going to happen in the next 3 to 6 months, even before like, I don’t even know how this thing settles. But what’s going to happen is that you’re going start having the conversation and be like, Hey, I don’t want to pay that commission. I just saw somebody’s article.

00:06:00:06 – 00:06:16:19

Unknown

You’re going to know how you’re going to have to be careful in how you answer that. Make sure you’re protected in the paperwork. But I’m not going to give you a legal argument today. I’m sure your broker is doing a good job of that. Make sure they are, though, or find somebody who is because the commission compression thing is going to be real guys.

00:06:16:21 – 00:06:37:16

Unknown

It’s just going to happen. How low is it going to go? I don’t know. But I don’t think you’re going to ever double end the deal ever again in the rest of your life. That’s one safe bet. And if you do, it’s it’s like it’s a unicorn, but don’t count on it. But if there’s no buyer agency fee, the question really becomes is how our buyer agent’s going to be paid or are they going to be paid at all, or are they just going to be totally cut out?

00:06:37:18 – 00:06:57:14

Unknown

Well, we know that consumers are probably not going to pay this out of pocket. That’s my hunch. We can’t prove that. So we haven’t seen it yet. But I just it’s going to be interesting to see what’s going to happen. So the one thing I do know and I could promise you, just going to happen to rewind the show and if you don’t believe me, go back to the last four years episodes, go look, go look at multiple listing options.

00:06:57:14 – 00:07:20:22

Unknown

Go look at unique selling proposition episodes. Go look at personal branding episodes. These are the things we’re talking about. The reason are we talking about that stuff then was because of what happens right now, because your broker can’t save you here. You’re still an independent contractor, which means it’s up to you to decide how you’re going to do business and what’s diligent.

00:07:20:24 – 00:07:43:02

Unknown

You can’t buy buyer leads anymore, like there’s no value to them Once this goes down, there’s no value to that. What does that mean? Quite a lot means you’re going to be in charge of your own damn business, just like any other business owner if things are going to change for a while. But the number one thing that’s not going to change is the relationship you have with your clients, the relationships you have in life.

00:07:43:04 – 00:08:07:19

Unknown

Because all of those people, regardless of how you chop up the last ten years, nothing matters anymore based on this ruling. This is big deal, guys. But the last the buyer, you your commission is going to get cut. I lost my train of thought. I’m getting all pumped up and excited here. So let’s get out of the doom, though, Johnny.

00:08:07:19 – 00:08:23:13

Unknown

Like, I don’t want to be I don’t want to be a Karen here and talking about this and just boring people to death. I’m like, Oh my God, I don’t want you guys to go, go, quit. Or, Well, a lot of you are going to quit. That’s part of the opportunity. So actually I’ll start that point. Here’s a reality scenario, guys.

00:08:23:16 – 00:08:41:04

Unknown

We’re out in a shitty market like you that sales are bad. Now you have this issue going to loom over. You’re going to have a lot of real estate agents leaving the market, probably a larger amount than we’ve ever seen before. And now what we don’t know is how long that’s going to take. Now, why is this going to be a pro or an opportunity?

00:08:41:04 – 00:09:02:04

Unknown

Well, obvious people still move, right? There’s probably going be less. People who would use a real estate agent is my guess. That’s why this is happening on the purchase side. However, on the sales side, I think that that’s always going to be something they are. So I’m going to talk about a pro of that as well. However, this is a pro because people still buy and sell.

00:09:02:04 – 00:09:25:19

Unknown

So even if even if a lot of the market’s up using real estate agents, there’s only so many real estate agents leaving the industry that they’re still going to be a lot of opportunity for those who can withstand this storm. Okay. So there’s going to be a tremendous number of opportunities in this market. The negative part of that is those opportunities are each going to come at lesser than what you probably have been accustomed to your entire career.

00:09:25:19 – 00:09:44:00

Unknown

I don’t think there’s too many people who are still I’ve been in I’ve been doing this for 21 years. But no, I think there’s people that have been doing this for 30 years. I haven’t ever seen a shift like this or something like this big of a deal. So that’s the pro. Now let’s talk about marketing opportunities based upon this.

00:09:44:00 – 00:10:08:15

Unknown

Like if you’re a listing agent, you’re not a listing agent, you’re marketing company for houses. Like your job isn’t to sell real estate, your job is to market real estate, you know, differently than how an advertising company would come on into a product or pitch like, let’s just say I got hired by Coca-Cola, and Coca-Cola is like, Hey, I want you to do our fall marketing campaign.

00:10:08:19 – 00:10:42:24

Unknown

Well, I would have to develop a marketing campaign specifically for the product that Coca-Cola is trying to pitch. Well, in your case, every single house is a new marketing campaign. And you know what’s going to be in demand are going to be people who can create high end videos, literally have marketing steps, not just, hey, let’s listed in the MLS, let’s put a sign in the yard, hosted a cup, an open house is where I could pick up some buyer leads to make you feel better while I’m totally hung over from the night before and see what happens now.

00:10:42:24 – 00:11:03:09

Unknown

Those days are gone. You’re have to earn your shit. That’s the opportunity I You are going to have to sharpen your marketing skills. Traditionally, real estate agents, many of them are some of the worst marketers in the world. But there’s a good a handful that are always the best marketers, and it’s the best marketers who sell the most amount of houses.

00:11:03:09 – 00:11:25:03

Unknown

They’re not necessarily the sharpest tools in the shed, but they’re damn good at marketing and making sure everybody knows who they are. So the way that you position yourself, your personal brand has never mattered more. What is your personal brand? It’s how people know you. This means that you have to start creating content if you have it yet.

00:11:25:05 – 00:11:42:00

Unknown

If you’re not going to be on social media, your business is dead. You know, a lot of you, a lot of your old whippersnappers are going to get pissed that I say that. But, you know, in all honesty, if you’re talking me on social media in the future, you’re fucking out of business. These are is this is the reality.

00:11:42:00 – 00:12:16:06

Unknown

This isn’t a let me make you feel good show. This is like, dude, get off your ass If you don’t change, your shit is fucked show. Okay, so what we’re really getting at here is look at all these different opportunities like changes. That’s the opportunity, guys. Now with the marketing, same thing you’re going to have a lot of people are going to be very scared to spend money right now, those who are willing to spend money on brand marketing, video content creation, you’re going to come out of this on the other end and you’re going to be fucking killing it because the same thing is going to happen.

00:12:16:06 – 00:12:37:00

Unknown

People are scared. Oh my God, I could tell you this, you guys. I own a video marketing company. I no longer have that video marketing company because about 13 to 14 months ago I noticed the shift in the marketplace. And I was right. Real estate agents in the industry pulled back their marketing budgets when they should instead be doubling down.

00:12:37:02 – 00:12:58:12

Unknown

It happens all the time. That’s why we merge and get out of real estate video marketing. So this stuff is is right there, but you’re the one who creates the content. This is going back and nothing changed from before, but the most popular agent is going to be the most in-demand agent because the more content you create, the bigger your brand grows.

00:12:58:14 – 00:13:18:09

Unknown

And the reason why your brand is so important is the same reason why Josh Altman has a reality show. He doesn’t have to ask somebody for a his his when he goes on a listening presentation. He doesn’t have people ask him for his pitch or ask him for his listing presentation. His brand has grown so large. Your media and content creation that people just assume he’s the right job.

00:13:18:14 – 00:13:44:15

Unknown

The same way that if I was going to go out and tell you I’m a chef, I could shoot five fucking videos, put them in front of you, make you watch them, and you would think I am, but I’m not. That’s the power positioning and branding. When you’re doing things with things like video and content creation, social media and multipurpose scene and distribute your content much like a media company, because that’s what you’re going to have to do and a lot of people aren’t going to do it, and that’s going to lead a lot of people out.

00:13:44:17 – 00:14:16:16

Unknown

The attention that is on your brand is going to be the most important thing in the world. Opportunity. I think I’m a number four niche down immediately, niche down, immediately. Dial in that brand. If you’re a give back it, let the world know about it. We had so many agents we branded with such cool wise in their life from rescuing dogs per closing to giving 10% of their commissions back to charity of their choice.

00:14:16:18 – 00:14:37:13

Unknown

But those are brands. And don’t hold back. You’re not a salesperson anymore. You’re a human being That helps people transition and everything. Home services and whatever it is you stand for, it’s time to niche down and let the world know about it. Don’t be politically correct, be politic, be personally right in your own way. You know, I mean that that’s there’s none of that.

00:14:37:13 – 00:15:02:07

Unknown

You have to be yourself unapologetically. And the way you do that is you scream it from the rooftops and not give a fuck what anybody says because that’s what’s going to take their own attention. Okay, niche down. Number five, Interest rates are still high. One should focus directly on distressed sales over the next 12 to 18 months. It’s going to be where the transactions are.

00:15:02:09 – 00:15:37:02

Unknown

Okay, The transactions are going to be people who need to move. Already seen this. This should be evident for you guys. Your focus on people in their elderly years who are either incapacitated, death, enter a probate, divorce, relocation, marriage, life events, guys, is where you’re going to want to focus your time and energy. Some of you if you’re if form the strategic relationships with all of these different service providers in your market, you have to own all of these different services.

00:15:37:02 – 00:15:59:06

Unknown

You need to position yourself as the Amazon of real estate, everything, not just the fact that you help people sell houses. You have to be the guy in gal that has the probate attorney, that has the divorce attorney that has Johnny. No, no, you are the Rolodex for the community. You need to position yourself as a master connector and a master communicator.

00:15:59:08 – 00:16:23:10

Unknown

And what you’ll find is that you’ll make a bunch of these different relationships. Some of them are going to be very fruitful, like the probate attorney, one relationship with a divorce or a probate attorney, an estate planning attorney, one relationship ship can change the next 12 months. Imagine if you have two or three. Why? Because they have clients that will always move in regardless of the interest rate or regardless of the recession.

00:16:23:15 – 00:16:58:13

Unknown

And if you can find a way to form a relationship with them that refers you business, well, that’s a great position to be in. Very, very good position to be in. Number six, probably should be number one. You got to market your database and you have to build one. If you don’t build a database of referring and repeat clients into the future, you will always I mean, it’s going to you’re going to be just a rat race the rest of your life.

00:16:58:13 – 00:17:23:16

Unknown

It’s going to always be peaks and valleys. You have to build a database. A database is nothing more than a list of people, a contact of relationships. It is a real estate agent. It’s the people that you’re friends with on Facebook. It’s the email list that you’ve collected from made up of people from anywhere, from the people who say hello to your kids, soccer games, to your friends, your aunt, your uncle’s, to your past clients.

00:17:23:18 – 00:17:57:10

Unknown

It’s nurturing that email list. It’s farming people via direct mail. You know, I’m talking about creating media on an offline social media and in print and doing that consistent because it’s that network, that database that is always going to be responsible for your business. Before the lawsuit. After the lawsuit and the better relationship you have with it and the more trust you have with them, the less all the rest of this shit matters.

00:17:57:12 – 00:18:15:23

Unknown

So don’t overthink that piece, but don’t not do it. Because if you don’t have a database and if you don’t have a system that you’re marketing your database with, I want you to go a referral suite, a dot com, that’s a referral suite as w e t like sweet candy dot com. I got to get myself a little shameless plug.

00:18:15:23 – 00:18:33:16

Unknown

Why not? You know, I’ve been on this show for nine years. Ten years? Ten years. Been doing this for ten years. But let me talk about the final one and some I’m really excited to talk about. And this is something that you’re going to have to have to do. You’re going to have to earn income through ancillary services or other ways.

00:18:33:18 – 00:18:59:02

Unknown

And I want to give you several different ways, and you need to start thinking outside the box. Do not rely on commissions as the only source of income. It’s part of your income going forward. And it might be the most dominant part for a while, but you’re going to have to diversify where you make money. The first and most obvious, I believe, is if you’re going to stay in real estate is that you’ve got to be an investor yourself.

00:18:59:04 – 00:19:22:12

Unknown

You know, get in learning that stuff, take courses, take training. If you’re if you’re in any of our if you’re in referrals, readers, witnesses, there’s plenty, of course, recommendations in there that we share with you guys about what training to take. It’s super, super important because you’re going to come across good deals and why give them to an investor if you can take them down?

00:19:22:14 – 00:19:44:20

Unknown

Right. Some of the most profitable models I’m seeing right now are like the rehab or that accidentally started a brokerage. You didn’t start a brokerage and then became a rehab or he became a rehab and then realized all the ways he can monetize the brokerage around it through the additional leads and everything else around the transaction. So think outside the box number to ancillary services.

00:19:44:22 – 00:20:04:12

Unknown

So, for example, I think everyone is going to be a solar vendor. Solar is are very lucrative business. It’s something that a real estate agent should have in their arsenal to sell anyways. So make sure you’re at the right trusted vendor and you can make good money doing it. It’s just the way the industry is headed. Like every agent should be able to sell solar.

00:20:04:14 – 00:20:35:02

Unknown

In addition to selling real estate right now, every agent should also start thinking about getting their mortgage loan. I’m a lawyer in mortgage loan origination license, and the reason for that is that there are several programs by several different banks out there that exist right now that you can now legally get paid for referring a lender. The client that you’re working with on the buy side, I think it’s like a half a point, 50 basis point, something like that, which is great.

00:20:35:04 – 00:21:03:03

Unknown

You know, if your commission is going to get cut a point and a half over here, well then you might as well at a point over there. Right. There’s a tremendous other amount of services and vendor services that you can also refer and or recommend during the transaction like movers, handymen, estate sales, things of that nature staging that you’re going to start approaching differently.

00:21:03:03 – 00:21:27:14

Unknown

It’s not it’s going to be the mindset is got to be more like, okay well if I send this person business, how much are they going to pay me? And you got to present yourself as a broker because that’s just what the everyday affiliate world is. So that’s what I mean by building a master connector and a network of all these different services, because you’re going to see a lot more opportunities to monetize around the transaction in ongoing than just in it.

00:21:27:16 – 00:21:49:03

Unknown

Like if you can find a way to profit off of home services, not just when the client needing to buy or sell a house, but to service them after they bought or sold the house and to stay in touch with them and use that as one of your ways to stay in touch with them and become the Home Depot essentially of your database.

00:21:49:05 – 00:22:09:22

Unknown

That’s the future of this business, folks. So I promise you that’s where this is going. So I want you someone’s to go out here and create a 1% brokerage and they’re going to crush it. And it was already a bunch of you out there. But prepare to have many more. And that’s going to be very high in demand.

00:22:09:24 – 00:22:33:06

Unknown

There’s a big that’s $1,000,000 piece of advice right there, guys. Create the 1% business model already have it mapped out. It’s pretty damn good. I just don’t have the time to do it, nor do I want to. But if you do, you’re going to make you’re going to be rich. All right, folks. So let’s recap on this. Where there is doom and gloom.

00:22:33:06 – 00:22:54:03

Unknown

There is lots of opportunity. And right now there is lots of opportunity. But what your it’s going to require is is going to require you to change, start changing the the reluctance. See in those comments are like, oh, we could just do this. Oh, you know, it’s going to change and you got to change with it. Start taking proactive steps right now, leadership wise, surround yourself with the people who are changing with this.

00:22:54:05 – 00:23:14:18

Unknown

Get involved and see what’s going on in see what? RC And see what all the webinars your broker saying and make some adjustments. I’ll be releasing a lot of content specifically to this. I’m going to actually dedicate the next six months probably to this cause because I believe the product that we just launched is exactly what is needed for this time.

00:23:14:18 – 00:23:39:12

Unknown

And hey, sometimes you’re in the right place at the right time in their product suite, assist and referral suite Ecom. You can check both of those out folks, if you will. And I really appreciate you. Listen to another episode of the Estate Marketing podcast. I appreciate you guys hanging in there. Changes opportunity and don’t be scared. Double down Faith in yourself and left it over.

00:23:39:12 – 00:24:05:17

Unknown

Right. See you guys next week. Thank you for watching Another episode of the Real Estate Marketing Do podcast. If you need help with video or finding out what your brand is, visit our web site at WW W dot Real estate marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace.

00:24:05:22 – 00:24:08:16

Unknown

Thanks for watching another episode of the podcast. We’ll see you next time.

How to Create Cool Videos (ft. Steve Stockman)

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If you decided to start creating content, you probably realized how hard it is. Today’s guest can tell you exactly how to do it and how to make it look good.

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Transcript:

00:05:40:08 – 00:06:11:10

Unknown

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them, Let’s get started.

00:06:11:12 – 00:06:33:10

Unknown

What’s up? Ladies and gentlemen, welcome to the other episode of the Real Estate Marketing Dude Podcast. And most of you been listening to the show for years know us as video, and we haven’t done it with video, video marketing and all that other stuff. And we haven’t done many podcasts recently on video, but the title of this one is How to Shoot Videos That Don’t Suck.

00:06:33:10 – 00:06:54:15

Unknown

And folks, I can tell you that in the last few years, all the videos we’ve created, the thousands of videos we created, there is a formula here and it doesn’t matter if you’re ugly, you’re fat, you stutter, it doesn’t matter. The biggest, I would say, reservation I get from people and they’re trying to get on camera and they would hire us was be like, I’m too boring, I’m ugly.

00:06:54:15 – 00:07:14:19

Unknown

I’ve a face made for radio. None of that shit matters when it comes to video. You have to know two things how to main, how to maintain and retain attention, and how to take people through a story essentially and add value to them while you’re doing it. So we brought on Mr. Steve Stockman, who wrote a book on how to shoot videos that don’t suck.

00:07:14:19 – 00:07:37:20

Unknown

This dude’s in L.A. He creates shit for people and he’s very creative and he’s going to break down. I don’t know, let’s call it the infrastructure of a successful video, if that’s okay. But without further ado, let’s go ahead and introduce our gas and we’re going to break it down for you guys. How to create videos that people are actually going to watch and that you’ll feel happy to put out there on social media, YouTube and all the above.

00:07:37:20 – 00:08:03:19

Unknown

So, Steve, how are you doing? Why don’t you tell everyone a little bit about who the hell you are, where you’re from, and let’s get in Skype, all kinds of questions for you. I’m doing great. Thank you for thank you for having me. So I do TV shows, then a feature film, music videos, basically. I’ve been in Los Angeles making a living as a director and a writer and producer for quite a long time, and I like to teach about video.

00:08:03:21 – 00:08:37:19

Unknown

You know, when the big video revolutions started, it started to be like a doctor at cocktail parties. You know, you’d walk in, but instead of saying, Hey, could you look at this boil on my neck, they’d go, You know, I’ve got a video. Could you look at it for me and tell me how it is? And what was funny about it was that it was almost always a series of related problems that were perfectly understandable because in the olden days, I don’t know if you remember the olden days, but nobody asked you to make videos in the olden days and the olden days videos were things that people who are professionals like me made and

00:08:37:19 – 00:09:03:06

Unknown

normal people never made them, and in fact were so excited to see themselves on a TV screen when they walked through the the video store at the mall that they would point and smile at it, you know, which we don’t do anymore either now that everything is on video all the time. So so I wrote this book and how to Shoot video that Doesn’t Suck is in nine languages and 250,000 plus copies.

00:09:03:06 – 00:09:30:18

Unknown

You can get it wherever books are. But the reason I wanted to talk to you is I just did a video course also that’s designed to help people really understand how to make video that other people will want to watch. So let’s break it down. Where is everyone going wrong? Well, I think the first the first most important thing to think about when you think about video is what you watch, right?

00:09:30:20 – 00:10:01:18

Unknown

Because even though none of us or many of us are not professional videographers, we understand video. We’ve been watching it since we were born, basically. And so we speak the language, which at least we understand it, you know. And so if you trust your instincts, that’s probably one of the first rules of video, which is if you’re doing a video for a house or a real estate project and you’re looking at it and going, Oh, this is crap.

00:10:01:20 – 00:10:26:19

Unknown

It’s crap, you know, so the director’s job, oddly enough, is to stand up and go, This is the way it should be. This is the color. It should be. This is where the actor should stand. This is how I want to point the camera. And directors get paid a lot of money to do that. If you’re running your own business or your own your own real estate business, you have to be willing to do that for your videos and be real honest about what you like and what you don’t like.

00:10:26:22 – 00:10:48:15

Unknown

And don’t put anything out there that you wouldn’t choose to watch. Good point. Where do you start? I feel like a lot of, at least in businesses, when they start making videos, one of the biggest problems I see is they treat it like a sales pitch from the get go. And it’s and I get it. Guys like we’re taught to sell our services.

00:10:48:15 – 00:11:06:21

Unknown

And if you believe you’re the best person in the job for it, you should. However, if you’re constantly just selling your shit, well, people are going to tune you out eventually because you’re not adding anything of value no differently. And I say this every show almost. If you talk to your wife about work on every frickin day, she’s going to divorce you because you have nothing else interesting to say.

00:11:06:23 – 00:11:22:22

Unknown

Well, if all you’re doing is just trying to get me to give you money, well, it’s the same thing you have to have. There’s a format here that has to take place for people to actually consume your content, because if they’re dropping off, 80% of people drop off in the first 8 seconds. So it’s even higher than that.

00:11:22:24 – 00:11:47:00

Unknown

So every bit of it adds a lot of value to it. Yeah. So a way to think about it is think of it as a transaction. You know, you are providing your video needs to provide people with an experience they actually value because we can get from our phones to a billion other videos besides your crappy video in 3 seconds.

00:11:47:02 – 00:12:16:04

Unknown

Right? So there’s no reason for us to stick around unless we’re getting value from the transaction of watching. So we need to be entertained. We need to be intrigued. We need to be taken for something of a journey, a trip. We need to go on a ride and we need to we need to be able to feel like we got something out of it.

00:12:16:04 – 00:12:38:23

Unknown

And the benefit of that is if we do, we’re going to come back for more later. We’re going to be willing to trust you. And if we don’t trust you, we are never going to watch another one of your videos. And that’s a really important thing that people don’t don’t immediately understand until they start to think about the way they watch videos, because it’s pretty much the same thing.

00:12:39:00 – 00:12:57:12

Unknown

Why is it that never before in the history of mankind could a little six inch device like this make a £300 grown man break at the knees? And why do we get so damn? Oh, my God, It’s a camera, guys. I always thought people. You don’t have to watch it. Like, if you don’t like your video, don’t post it there for a while.

00:12:57:13 – 00:13:21:21

Unknown

You nervous shooting it? Yeah. In fact, you have to not post it if you don’t like it because you know the answer to the rule. Yeah, it’s disrespectful. I mean, think about think about your behavior. I mean, you go to Netflix not because you want them to punch you in the face or ask you for money, but because you want to sit down and watch things that make you feel something or take you on a trip or entertain you.

00:13:22:02 – 00:13:51:02

Unknown

And because they do such a good job of that, you go back to everyday and you see what’s on Netflix. And I think that businesses can do the same. I think if you’re if you’re killing it with your and there have been examples of this throughout, you know, online history but if you’re if you’re killing it with videos that people enjoy, they will return and that’s that’s the game right.

00:13:51:04 – 00:14:11:16

Unknown

Is to make people want to come back and look at what you’re doing. So I think you’re right when you talk about the idea that that it doesn’t really matter who you are, you need to find out what is. The way I like to put it is you have to find out what’s magical about you and about your relationship with your customers and figure out a way to get that across.

00:14:11:16 – 00:14:33:10

Unknown

In a video, if that makes sense. Yep. And it doesn’t mean you’re selling it, guys. You know you don’t have to sell it to demonstrate it. Yeah, real estate agents always go out and I’ve been in the business for I’m off. Hey, I’ve been, I’ve been sold. I was later piece them out. It’s more of like. Like nobody’s watching your content and your job isn’t to tell.

00:14:33:10 – 00:14:49:15

Unknown

It’s to remind. At least if you’re trying to build a brand on on video, if you’re just constantly telling people you’re going to last for three or four months in Russia to say, But when you’re just constantly understand how to remind people consistently what you do for a living, especially those of you who are in referral based businesses, well, you become unforgettable.

00:14:49:17 – 00:15:09:17

Unknown

But you have to have that storyline that they remember by and think about every single video that you watch on television. There’s that one thing that you follow. Most of you don’t even know what it is like. Take Joe Rogan, for example. He’s got a great podcast, right? He’s got a huge podcast following and people watch that show, I believe, for his authenticity, but people know what they’re going to get.

00:15:09:17 – 00:15:30:08

Unknown

And Joe, he never has to sell his show. He just sort of tells you, just tell the story each and every time, right? And people come back for that. So what’s your advice for people? Like how do they overcome that, that piece? Because how do you create stories is what I think is the key storytelling. How do you create stories on your business without selling your services all the time?

00:15:30:08 – 00:15:56:11

Unknown

Because when you could crack that, you’ll never run out of things to say on video. This is exactly correct. I totally agree with you. So here’s how you do it. First, if you have a business, you have your real estate business and you’ve successfully sold properties, then you have some idea, even if you haven’t sat down to think about it, who your great customers are and who your last great customers are.

00:15:56:13 – 00:16:17:08

Unknown

So what you want to start with is a profile of your great customers. And great customers are the ones who get you, who come back to you because they see things in you. They say things like, I like the way you show this property, or I like the fact that you thought of me for this one and you didn’t bother me with this other one.

00:16:17:10 – 00:16:49:09

Unknown

Or I like the style of house that you tend to represent or I like the owners that you work with. When I’m buying property from you, something about you is bringing people back to you. And so the first thing you need to understand is what those things are. And the way to get to it is identify your best customers, literally make a list of all your favorite customers, the ones you would walk through fire for, the ones who would walk through the fire for you, where you work with them and you feel like this is great.

00:16:49:09 – 00:17:16:15

Unknown

I could work with this person all day. Who are those people? What do you love about them and what do they love about working with you? And you will find some commonalities running through those lists. And that’s step one. It’s not like you don’t need fancy market research. You just need to think a little bit about what makes you great, honestly, for your very best and most lucrative customers.

00:17:16:17 – 00:17:41:13

Unknown

And that will give you some clues about what your audience wants from you, because the best thing you could possibly do is attract more of those kinds of people, right? The ones who are going to love you may have fun with you, make you feel great and buy from you. So let’s give you some examples. Here’s a good one that if you’re a we had a client a while ago and he’s a dog rescuer, that’s what he was.

00:17:41:13 – 00:17:56:01

Unknown

And he happened to sell real estate. Seconds So you got to figure out what you are first and then what you do second is that you sell real estate or you do loans or whatever that is. So how would this guy go out and shoot videos on a further for and not talking about real estate because you don’t always want to talk about real estate either.

00:17:56:01 – 00:18:18:01

Unknown

You want to you want to remind people what you do. So what he would do instead of him going out and doing well, if he was going to do a housing tour, he would open up though, where the dog would sleep. Right. And he’s he sees he’s creating videos that have the best dog backyards. He’s creating videos on local community dog parks, restaurants that are dog friendly and all of it is real estate and community.

00:18:18:06 – 00:18:52:17

Unknown

But his personal brand, you get a lot. You get to know whom he is, right? We had another person that would do their military. So I got a great create a show called San Diego Salute, and he would just literally go around town and remind people that he was in real estate, but he would focus on the different monumental and call it antique type tourist attractions in San Diego, which is a ton of military installations, He would focus on military owned small businesses, and he even created a buyer boot camp and a seller boot camp to determine sort of how he portrays you.

00:18:52:17 – 00:19:17:19

Unknown

In other words, he’s got your back right? So there’s a communication strategy here. And I think that’s where a lot of people struggle with, like, well, who am I? And is it hard without identifying what the hell your own brand is to create any type of videos that people will watch? Yeah, And I think that’s that goes to I think it’s hard for people to admit what’s great about them.

00:19:17:19 – 00:19:44:16

Unknown

Like, we’re kind of a little bit conditioned to not go, Oh, well, I’m great at this and I’m great at this. And that’s why I say, look at your customers and kind of let them tell you in a way or kind of pull from that list. What’s great about you? I love the dogs story, but you know, you can go, wait, there’s millions of things like maybe you’re the person who really loves Spanish style houses and renovating them.

00:19:44:18 – 00:20:09:10

Unknown

You know, maybe you’re the person who has a perfect eye for minimal renovations. That’ll help a house flipper really kill it without screwing over their customers. Love. Maybe, you know, maybe your, you know, a water properties person and you love boats. And so you’re going to make your your videos and your essence about that. And that’s all great.

00:20:09:12 – 00:20:29:17

Unknown

And the dog thing is wonderful because it’s it’s about you like it’s about that guy and the fact that he loves dogs. So what do you love that you can share with your customers that they in turn, you know, already for making this list that they love about you that you can put into your video in some way?

00:20:29:19 – 00:20:46:02

Unknown

Yep. Yeah, Yeah. Because, I mean, you guys have to be excited about it too. Like the creator needs to be excited about the content they’re creating. Otherwise when they’re creating it, it just doesn’t come out well, right? Like you have to like. Like your own stuff. Otherwise people will look at it and know that you look constipated for a reason.

00:20:46:02 – 00:21:10:01

Unknown

You’re not very excited about it. And that’s equally as important. You guys, when we’re breaking down a video and people get so held up on scripts, right? What’s the script? What’s the script say? I need to see the script. I’ve never seen anyone script a video, reading a script and it turn out well as much as using a script as like a guideline, right?

00:21:10:01 – 00:21:29:11

Unknown

Because they always revert to reading. It is very hard to be authentic when you’re reading something, right? So what do you what’s your view on scripts? How does someone approach like, great, you have good video idea. Walk me through like how do you script something like that? Because that’s where a lot of people get stuck. They worry so much about what they’re going to say versus how they’re going to say it.

00:21:29:13 – 00:21:47:02

Unknown

Well, some people are very good at it, and so those people should go ahead and do it right. But I think part of what you’re saying and and a point I want to kind of tack on here is that you don’t need to do something in a video and you shouldn’t do something in a video that you’re bad at.

00:21:47:04 – 00:22:15:13

Unknown

So if you are not a script reader, then you might want to instead bring a shot list with you to the house that you’re going to shoot and just work off that shot list and sort of, you know, point the camera, get a really great shot of the kitchen, talk for a couple of minutes and do a couple of takes just off the top of your head about what’s great about that kitchen or the thing that you want to bring to people’s attention.

00:22:15:15 – 00:22:43:05

Unknown

And then in add it, just pick the best piece that works and use the part of your voiceover that works without having to script it and make yourself feel awkward. Or you also don’t want to be on camera if you’re awkward on camera. But what could happen? Like if you’re awkward talking to the camera, then there’s no reason that you can’t have your assistant shoot you talking to the clients and use pieces of that, right?

00:22:43:05 – 00:23:04:21

Unknown

Then you don’t have to talk to the camera. We can just take pieces of what you said to the clients and and paste that and edit it into your house video, for example. So I think it’s important. Your big point is really important, which is don’t do something on video that makes you feel awkward and miserable because that will show every time.

00:23:04:23 – 00:23:30:04

Unknown

Yep. Absolutely. What do you. Let’s just put ourselves in a I’m a realtor. I know I need to create videos. What do I do next? So if you’ve got this this kind of audience profile about what makes them magical, what makes you magical to your audience, rather, what you want to think about is how you want to express it.

00:23:30:06 – 00:23:47:14

Unknown

And the guy with the dogs is a great example. He just pulls that out and puts it in there. And even if you don’t have a dog, if he does it in an amusing way or an emotional way or a way that shows you cute dogs that you can appreciate, even though you don’t have one of your own, that’s a hook he’s going to write.

00:23:47:16 – 00:24:09:08

Unknown

You’re going to remember him. It’s authentic to him. He looks good doing it. He’s clearly interested in it. And everybody can like that. Right. So what is it that’s magical about you that you can put out there? If you have a great sense of humor, you should be narrating your videos and putting that great sense of humor in the videos.

00:24:09:10 – 00:24:43:00

Unknown

If you do have a really great eye for detail and you want to talk about, you know, the detail in a house from the 1860s on the East Coast somewhere, you should be getting that knowledge out there and you should put that kind of narration or discussion in your videos, not 30 minutes of it. But if it’s a really important thing for you and your personality and it’s something that your clients love about you, real estate videos do not need to be boring floats through the house with a drone shot.

00:24:43:02 – 00:25:04:18

Unknown

They can be narrated, they can have the personality of the realtor attached to them, whether it’s narration or on camera. And they should be fun and entertaining for the audience in some way. One of the best listing videos I saw, I think it was last year, it was a year around Christmas time and it just a and there is no words in it, but they put an elf on the shelf in every room.

00:25:04:20 – 00:25:19:05

Unknown

But fight. And it was just one little thing, but it was a human sized dolphin shelter. I’m pretty sure that off on the shelf was the realtor, but he was like positioning himself, like in in every room shot they had, you know, the elf is always like doing some fun. So he would be frozen in and he was stuck in that position in that room.

00:25:19:05 – 00:25:45:12

Unknown

But that was what made it extremely eye catching. I remember when I saw the house in Chicago, a friend of mine, a good friend of mine, he’s a huge Metallica collector. Like a memorabilia collector, dude has over $300,000 of Metallica album signatures, all the band mates, you name it, he’s got the most rare Metallica artifact. So I remember when I started that video, it was like, This is the world’s best man cave you’re ever going to see.

00:25:45:12 – 00:26:00:07

Unknown

And I was at his drum set because he didn’t do too much, and that was done on purpose. I did that very well just because I drew them in. I picked the most interesting part of the house. So the the hook, though, is where are you guys going to focus on the most? What do you think the most important part of the video is?

00:26:00:07 – 00:26:46:04

Unknown

Would you agree that that first 8 seconds, 10 seconds, 5 seconds starts the. I do it. I do and I don’t. So I think that we we we want to be careful about focusing too much on the CEO and hooky ness of it all and more focused on the quality of the overall thing. So what I think in there in the real estate industry, one of the things that’s true is if you were actively shopping for, say, a house and your realtor says you should watch this video for this house that I think will be right for you, you’re going to give it more than 8 seconds unless it’s a complete waste of your time.

00:26:46:10 – 00:27:06:18

Unknown

Right. Because you’ve been told by your realtor that you should watch it. Now, the so the question is, what’s the whole video look like? And so I think that I think that you don’t want to do something in the first 8 seconds that stupid and you certainly want to do something in the first 8 seconds that intrigues people.

00:27:06:20 – 00:27:35:05

Unknown

But I think that to focus too much on that kind of you know, jam at the beginning is less genuine and more gimmicky than we need to be, right? What we really need to do is get the value proposition for them, the entertainment transaction proposition upfront. What am I going to give you should be clear in that first 8 seconds.

00:27:35:07 – 00:28:01:00

Unknown

So even if the realtor says you’ll see a beautiful picture of the house and you hear the realtor going, Hey, this is 1157 Colvin Avenue, it’s perfect if you love 1850s renovations that are authentic as hell, right? So that’s not flashy, but it gives you that benefit in the first 8 seconds and you’re now going, Oh, I do like those kinds of houses.

00:28:01:00 – 00:28:24:06

Unknown

I should watch the rest of this. Right? And then then the consistency of your production throughout will make that person, hopefully when they’re done with that video, look at your website to see what else there is on your website that’s for sale. And then call their realtor and go, Hey, I saw this other one on this guy’s website, you know, so I think it’s all about overall quality.

00:28:24:08 – 00:28:43:05

Unknown

Even call the realtor and like, Hey, why aren’t you? This is when it really works. Well, say, Hey, this other realtor is doing all these videos on all of his listings. Why aren’t you doing that for mine? Now you’re like, Oh shit, that happens all the time in terms of maintaining attention throughout the video. Like what other tips?

00:28:43:05 – 00:29:00:19

Unknown

How do you get people to watch? Towards the end of the video? You get you get them interested upfront. You got someone to tell the promises, What are you going to what do you watch this for? Like what’s in it for me? But then how do you maintain attention? I think that it depends on what the purpose of the video is.

00:29:00:19 – 00:29:23:20

Unknown

So are we talking like like walk through type videos or videos more about your firm overall? Because I think what most realtors and most lenders, they’re going to create like more of an ongoing series. They’re not necessarily like their sales videos that they’re running ads to, but they’re ongoing video marketing strategy that sort of keeps them at the forefront.

00:29:23:22 – 00:29:43:08

Unknown

So they’re creating a show called a YouTube channel, and they’re creating consistently each and every month, some short form, some long form. And that’s top question I get is like, Hey, dude, how do I get people to watch more of these? And like on sites like YouTube, people are so worried about that because you guys want your videos to get seen and shown, well, you got to increase the watch time on those if you want that to happen on YouTube.

00:29:43:10 – 00:30:05:09

Unknown

So you have to maintain that attention. So more so like that perspective, how do you get people to watch towards the end of it? So I think step one is to make sure that your intent for your video is clear. So let’s suppose that you’re a real estate lender. I’m making this up, of course, because I’m not a real estate lender, but I’ve borrowed money for real estate, so I’m somebody who works.

00:30:05:11 – 00:30:27:19

Unknown

So you’re a real estate lender and you have made your list of customers who are your favorite customers. And you know what they love about you And you’re thinking about presenting yourself as the guy who’s going to come up with or a woman who’s going to come up with incredibly innovative financing solutions for you, even if you’ve only got 10% to put down.

00:30:27:21 – 00:30:56:11

Unknown

Right? And so your intent is to make people who feel like they only have 10% down, who feel like they can do some very good deals. Right. And with your guidance, perhaps, perhaps that’s your intent by having that clear intent and setting it out like that. Now, when you think about your video, you can judge everything against how well are we doing on that score?

00:30:56:13 – 00:31:23:20

Unknown

And you know that your video is done when you’ve done it. So when you’ve done a video that that says to people, Hey, you only got 10% down, I can make a deal with you, that’s going to make you look to the seller like you had 90% cash. Right? And so that means that as you design the video, you’re thinking about, okay, here’s my point to them.

00:31:23:22 – 00:31:48:12

Unknown

My point is that I can make your 10% down transaction work phenomenally well. Right. My point is that I’m an innovative thinker. So now you can say, I know what my intent is and I know who my audience is. If these 10% down, people who love me and I know that my point to them is I’m going to make this really innovative and magical for you so you can close your deal.

00:31:48:14 – 00:32:09:02

Unknown

Now you get to the good part, which is creating a way to do that, and there’s an infinite number of ways to do that, but there’s also an infinite number of ways to screw that up. And by having this intent, lay it out and know what your video is going to be about. You can avoid all the ones that are going to screw it up, right?

00:32:09:08 – 00:32:36:12

Unknown

So you can like video out as as interviews or with past clients or you’re going to stage a meeting with a buyer where you’re sitting next to the buyer and talking to the seller and you’ll stage that and make a skit out of it, or you’re going to report on some great news that you just read about this and make it really easy for clients to understand.

00:32:36:14 – 00:32:57:03

Unknown

And any approach that you take, you know what your goal is. You know who you’re talking to, and that way you’ll know when you’re done. And so people will always watch till the end. If you stop at the point that you’re finished and where you’ve delivered something of great value to them. And does that make sense? Yeah, Yeah.

00:32:57:05 – 00:33:26:01

Unknown

You got to call out just to rewind, guys. We’re saying who, what? What is this about in the beginning? Who is it for? What do you get out of watching it? Small intro and then deliver on your points. But if you notice, he did something important there. He had a little teaser and he said it very nonchalantly and he said, I don’t know if you could rewind what you just said there, because he said in the video, like, but then there’s other things that you shouldn’t do as well.

00:33:26:01 – 00:33:39:07

Unknown

We’ll get to that in a little bit. But first, you know, like that little that little things like what do you mean what? I shouldn’t do that that sort of is like a pattern interrupt in a sense where you got to be like, Oh, okay, so maybe I do need to stick up to the end of this as well.

00:33:39:09 – 00:33:59:05

Unknown

So like, let’s, let’s see if it’s all right, so let’s go. Here’s a good way to do it. Let’s just take that man cave example. Tell me if this is what you’re saying here. So I’m about to show you the how I’m going to show you a $300,000. I actually probably won’t say it on a video cause I don’t want to rob his house, but I’m going to show you the world’s best Metallica man cave.

00:33:59:07 – 00:34:17:10

Unknown

But just in a minute, the first place I’m going to stop here is going to be in the kitchen and blah, blah, blah, blah, blah. So I said a little bit of a teaser to keep them going. Is that your scene? I think that’s a big part of it. I think. I think that everything you’re doing wants to lead to the next thing, if that makes sense.

00:34:17:10 – 00:34:54:01

Unknown

So I think you mentioned upfront story, right? So story structure is beginning, middle and end, and it’s just that simple. So if you’re laying out your video about the man cave at the beginning, you might start with, you know, say, a real estate beginning. If you’re showing the house, you might start by saying, Hey, normally I would do a real estate video for you by showing you this house and walking in the front door, just like you’re going to do in real life.

00:34:54:03 – 00:35:18:06

Unknown

But I got to show you something first. That’s good. And then you might get down to the man cave first and interrupt that flow. That’s good. And then the middle is, you know, here’s how we got to that man cave. You know, here’s the rest of it, which turns out to be a very civilized, great, entertainer’s house that isn’t weirdly man cave for you at all.

00:35:18:06 – 00:35:40:13

Unknown

It just has this special room, you know, behind a wall shelf wall, you know, and you know that your whole family will enjoy living in. And then at the end, you talk about it, you know, this is a whole package. And if you’re the right person for this, you’re going to need to see it. And and here’s when you can do that.

00:35:40:15 – 00:36:02:21

Unknown

So you can have a little story structure for them and that keeps them intrigued and sitting through the whole thing. So if you guys are outlining these, like just literally go back to the way your teacher told you to write an essay, there’s an attention got here, there’s an introduction, there’s body point one, two and three. Then there’s an actual conclusion and there’s your video script, you know, but you should take some.

00:36:02:21 – 00:36:20:13

Unknown

Don’t wing it, like take some time to list it out. Like I’m going to go here first and then I’m go here first. And you got to make it make sense so that people would watch it. But it shouldn’t be any more difficult than that. Now, the older the other videos I see people make, like ones you use for ads, and those are like very highly scripted.

00:36:20:13 – 00:36:39:05

Unknown

They have certain mechanisms in there to get people to take action and all of that. But we’re talking about just making general content videos and every single one I’ve recorded, I always follow that story. Hook attention getter body outro, hook, attention getter, body outro. And it just never fails. And as long as you can write an essay, well, I mean, it’s all you’re doing on camera.

00:36:39:05 – 00:37:01:19

Unknown

The difference is writing versus filming, right? You’re still telling a story either way. Yeah, I think it’s remarkable. You know, I talk about video as a language and people say, well, editing, I don’t understand editing. It’s like, well, it’s cut, copy and paste, like Microsoft Word, you know, and and you’re exactly right that telling a story is who’s the hero?

00:37:01:21 – 00:37:21:20

Unknown

What do they do at the beginning? What happens in the middle and how does it all work out at the end and telling those kinds of stories, It very much is exactly the same as Mrs. Cooper. Talk to you in fourth grade when you had to diagram sentences. You know, it’s here’s even a shot, you know, noun verb, an individual shot.

00:37:21:20 – 00:37:42:23

Unknown

And a movie that you watch is going to be John Wick slams a guy in the face. That’s the shot. The the noun is John Wick. The verb is slams. The object is the guy who gets his face smashed. Right? That’s the end of the shot. So all filmmaking and all video making is exactly like English class way back when.

00:37:43:00 – 00:38:05:19

Unknown

And the closer you can stick to that, the better off you’re going to be. Yep. Telling stories, not making statements. Yeah, stories. Not selling your services. I think the magic is in trying to get your personality into what you’re doing, especially if you’re doing repeat business with a lot of the same people as a way of building your business.

00:38:05:21 – 00:38:27:05

Unknown

Is is to think about what makes you great and think about how you’re comfortable presenting it. Because, you know, you see a lot of I’ve been shopping actually, and and I also sold a house recently and in the in the. Did you like your realtor did. Yes, actually that’s a that’s that’s a rare thing. You might have had a good one.

00:38:27:06 – 00:38:45:18

Unknown

I was like a needle in a haystack. But I looked at all the videos that people were doing for realtors. And around here, they’re pretty high end. Yeah. Yeah. They all look kind of the same, you know, it’s all walk in the front door. Here is what you see in the front door. Here is what you see in the living room.

00:38:45:18 – 00:39:07:16

Unknown

Here’s the oh, look, there’s the kitchen and then there’s a drone shot at the end. And and I appreciate the simplicity of that, but it looks just like the MLS listing pictures where it’s exactly the same chronology or the virtual walk through, which is exactly the same chronology. So if you’re going to bother to do a video, there needs to be more to it.

00:39:07:17 – 00:39:31:08

Unknown

There needs to be your realtor’s analysis of why this property is great. We’re finding something special about it or something that you wouldn’t notice about it that no one else will notice about it and that you can add to in a narration or an on screen appearance. You know, I don’t understand why realtors don’t all narrate their videos of these walkthroughs.

00:39:31:08 – 00:39:52:05

Unknown

It’s like it’s just it’s so important to be able to share your point of view about why this house or property is going to be great for the right buyer. And the more you do that, the more credibility you have with buyers and the more it’s going to work for you. I mean, look at every listing and just pretend you’re writing an essay on it.

00:39:52:05 – 00:40:26:22

Unknown

I mean, that’s what it comes down to you guys. If you’re going to write a personify the house, literally, if it was a person, now go out and tell the story about their person. Very cool. Very cool. Any final thoughts you want to add? Any tips, anything else you want to add in here? And then I think just the the the no, no B.S. rule, which is if you look at a video that you’ve just done and something about it isn’t working, there’s something technically wrong with it or some shots are too long or you’re just in the middle of it, you just have to fix it.

00:40:26:24 – 00:40:55:20

Unknown

Don’t put out stuff that isn’t good because it hurts you to do that. You know, it’s it’s a first to no harm thing. Or as editors say, when in doubt, cut it out. Right. You’re not going to hurt yourself by not showing someone something, but you are going to hurt yourself by showing them something lame. So pay close attention to what you’re making and have fun with it and put something of yourself in it.

00:40:55:22 – 00:41:11:23

Unknown

And if you do that consistently over time, you’ll get better on it and it will all start to really work for you. I agree. I agree. Why don’t you tell people where they can get your book or visit your site? Learn more. The book you can get pretty much anywhere. It’s called How to Shoot Video That Doesn’t Suck.

00:41:12:00 – 00:41:38:01

Unknown

There’s an audio version. There’s an electronic version. You can get all those. And the new course I just did is 22 lessons. It’s also called How to Shoot Video That Doesn’t Suck. You can get it on my website. Steve Stockman dot com on so it’s 22 lessons and examples and me talking to you in a way that hopefully will demonstrate how not to make a terribly boring teaching video.

00:41:38:03 – 00:41:57:04

Unknown

Love it. Thank you folks for listening to their episode of Thursday marketing to podcast. We’ll see you guys next week. Same place, same time and enjoy your day board member. Right now, with the way the market is, you got to focus on create a whole lot of buzz and attention because a lot of people aren’t and rally is the more attention you have, the more client you’re going to have, because real estate is just a giant popularity contest.

00:41:57:06 – 00:42:20:11

Unknown

There’s no better way to build your personal brand than with video, period. And of course, see us next week by Thank you for watching another episode of the Real Estate Marketing Do podcast. If you need help with video or finding out what your brand is. Visit our website at WW W dot Real Estate marketing do dot com. We make branding and video content creation simple and do everything for you.

00:42:20:11 – 00:42:31:12

Unknown

So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching. Another episode of the podcast will see you next at.

Niche Down, Get Creative, Attract Investors Deals (feat. Nate Armstrong)

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Most people take a look at this market and they go, “oh well,” and they do nothing. Those people are not succeeding or thriving in this market, they assume it’s impossible. But it’s not impossible, so today we are looking at another way to dominate in this market.

Resource

Check Out Nate’s Website

Transcript:

00:06:08:16 – 00:06:27:00

Unknown

What’s up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast. Folks, if you’ve been following the show the last few weeks, we’ve been talking about things being a little bit outside the box while everyone else is singing doom and gloom. I see nothing but light and opportunity. And a lot of that reason for it is that these shifts are when people actually take ground.

00:06:27:02 – 00:06:45:22

Unknown

This is when people actually grow. They take market share. But you can’t be sitting at the sidelines. You got to start by doing something differently. There’s two things I’ve been really screaming. One is double down on brand. This is your time to steal your everyone else’s attention right now. They’re all quiet. They’re saving their money. They’re not doing ads on social media.

00:06:45:22 – 00:07:01:17

Unknown

They’re just sitting there doing absolutely nothing. That’s why you want to be really loud. But two is you got to take on a new, unique selling proposition. And the chat that I’ve seen a lot of people in all the Facebook groups doing right now is like where the transaction is, where the transaction is, where the transactions will tell you where the transactions are not going to be in the next year.

00:07:01:23 – 00:07:20:14

Unknown

It’s not going to be and I would not concentrate in your regular mom and pop residential retail sales. I if I’m you, I’m concentrating on people who have to move in this marketplace and there’s going to be a lot of situations with that. One of those situations I saw the other day is a real estate agent posting. I can’t afford this mortgage payment this month.

00:07:20:19 – 00:07:39:15

Unknown

What am I going to do? Their real estate agent is one of many. Foreclosures are up 28% or 35% year over year. And that’s going to be people who have to sell are going to have to move. Life change events, marriage, divorce, bankruptcy. That’s where I’m focusing my lead generation efforts. But without a brand, none of that stuff matters.

00:07:39:15 – 00:07:59:02

Unknown

So we’re going to sort of tie in branding, social media marketing, and then how to find deals and where you should be putting your hat on today. So we brought on Mr. Nate Armstrong. This dude is a fucking killer, dude. He has a couple companies. He’s got a social media arm. He’s a real estate investor, but primarily he’s a marketer.

00:07:59:02 – 00:08:12:16

Unknown

If you check out his website, you know exactly what I’m talking about. But without further ado, let’s go ahead and introduce Nate to the show. What’s up, Nate? Mike, thanks for having me on, man. Pleasure. I still everyone a little bit. Who the hell are you? Where are you from? What are we can talk about today? Yeah. Yeah.

00:08:12:16 – 00:08:35:05

Unknown

So I used to be a realtor while back. Is going on ten plus years ago, and I got involved in a big development project where I referred clients and raised money and whatnot. And my wife told me not to do the development project. This is like in the the wake of the last recession. And fast forward six months in, I got a phone call from the developer that he said, I’m walking, I’m out.

00:08:35:07 – 00:08:59:18

Unknown

And I’m like, What? Like, no, like you don’t just walk like we finish this thing. I’m the guarantor on your loans. And I referred half the people that that are working with you on this is like, Well, I’m out and here’s the keys. And is that moment I was forced to, to start liquidating our rental properties and I ripped my wife and my, my then newborn child away from our house next to the lake to move across state lines, take over this project.

00:08:59:20 – 00:09:20:20

Unknown

And I worked on it for a year, got the thing done. But by the time that we finished it, there was just no juice left. Like I had burned all the equity and the high interest loans eaten alive, and I ended up going through bankruptcy. Now I immediately got back to work and I found someone doing something interesting with social media and I really gravitated towards it and I started modeling it and I did it over and over and over again.

00:09:20:20 – 00:09:47:22

Unknown

And and and thank God that was our first ever million dollar a year coming out of bankruptcy. And then year one out of year one. Year one. Love it. Yeah. The trustee didn’t believe that I went bankrupt. She actually called me back in to re audit everything they did. Did depositions with my bookkeeper. It was crazy. But in the midst of all that, I spent some time on my hands and knees praying and just trying to figure out like what the right steps were.

00:09:47:24 – 00:10:06:12

Unknown

And fast forward it like the social media angle. Like today we live in this world where you could post what you had for dinner last night, but that’s not productive. Instead, like owning your own brand, like being that niche leader in your marketplace, that’s what’s really going to drive results, and that’s what did it for us. That’s why we went 0 to 1000000 in a year.

00:10:06:14 – 00:10:21:05

Unknown

100%. You know, I was before I’d ever meet our guest guys, when they come on the show, I do that on purpose because I like to just pull everything out of them live. And I was on Nate’s website and I’m like, Wow, this guy’s got his message dialed in and he’s got a nice video on top of it.

00:10:21:07 – 00:10:37:18

Unknown

And most like investors aren’t like great marketers like you are in that sense. Like, I see usually the sites, like some guy’s like, Hey bro, you got a lot. He’s got his shit together, It’s polished. But what I like about it is that he knows exactly who is niches. He’s not scared to scream his Christian face, his faith.

00:10:37:19 – 00:10:54:04

Unknown

He basically says, Hey, we help people. I’m a Christian based business owner, and I right off the bat, I thought that was impressive because he knows who he’s talking to. He knows who his tribe is. The problem so many guys have as you’re trying to relate and be something that everybody and you relate with, none. Jack of all trades is the master of none.

00:10:54:06 – 00:11:17:06

Unknown

So don’t be scared during this time to really dial that in. Be yourself because you will attract like people, whether you’re covered with tattoos or you’re like Nate and prayed many times a day or you got strong faith, it doesn’t matter. You’re always going to attract your tribe. Nate Question on before you really dialed in your brand because your company is called Home Invest doesn’t have anything to do with faith.

00:11:17:06 – 00:11:33:06

Unknown

You didn’t have to mention your faith. You don’t have to mention that you’re a man of God and that this is a big part of your why in your business, why did you decide to do that? Yeah. Number one, there’s scripture that talks about all of us one day standing before God and giving it a testament of our life.

00:11:33:08 – 00:11:48:10

Unknown

And at that point, basically, it’s going to be the question is going to come on the table. What did you do? Did you did you have my name out there? And I feel compelled that his name is supposed to be before my name, kind of like in brokerage law, like a man booker. His name’s got to be bigger than your name.

00:11:48:12 – 00:12:05:19

Unknown

And so and to your point, Mike, what happened since then? I did not intend for this. This. It was not my plan. But what’s happened since then? I got some heaters early on. I had some people like just trashing me and like I even had some some close personal one. One particular close personal relationship. He’s like the direction you’re going, man.

00:12:05:19 – 00:12:24:04

Unknown

I don’t like this. This isn’t going to be good for you. And we kind of had to cut ties. But what’s happened probably took six months. But what happened is it just it took off. Like now I get people coming to me and they’ll say, Nate, I invested in your multifamily property or Nate. I went through your social media blueprint program because of your faith.

00:12:24:06 – 00:12:43:15

Unknown

Love that, folks. That happens all the time. And you had it on Dot. It’s always six months on a white six months when someone really goes all in on their brand, you do piss people off. But until you do, you know you’re not on the right track because you’re not supposed to resonate with everybody. You’re not God, you’re supposed to have people that you resonate with, and you’re supposed to have people that are going to like you at all.

00:12:43:20 – 00:13:04:11

Unknown

That’s just the way the world works. But and you, when you dial that in and you do it unapologetically, wow, it’s very powerful. And yeah, and people will invest with you or work with you or hire you or do whatever with you just because of what you stand for, not what you do. In real estate. People hire you for how you do things, not what you do.

00:13:04:12 – 00:13:26:19

Unknown

Your license only gives you a legal right to collect money. So think about that, you guys, and think about how you make your own buying decisions and who you hire and whatnot. Yeah, I think that’s that’s fantastic. Now let’s get into like what you actually do, though, because you’ve dialed in your brand. This goes this is applicable to any business, you guys, whether you’re a dentist, attorney, chiropractor, I don’t really care.

00:13:26:21 – 00:13:52:03

Unknown

You could do the exact same thing in this case. Nate’s raising syndication. It looks like he’s creating investment deals and whatnot. So tell me about your creative financing Beyond being a good man of faith, why am I going to invest with you? I like it. But how do you make me money? Greg Great question. So you can either get inside of a DeLorean and go back in time and try to snag 3% interest rates or or you can find them.

00:13:52:03 – 00:14:16:03

Unknown

Like, I was shocked to learn this, but of the market rate now, over 20% of people own their home free and clear. And then people that took mortgages that were sub 3% there’s another 8% that have mortgages, sub 3% from 3% to 4%. There’s another 16%. We’re talking about half of the properties in America are either free and clear or they have a sub 4% mortgage on them.

00:14:16:05 – 00:14:39:04

Unknown

And so what we do to create value for investors is we find those sellers and we say, Hey, Mr. or Mrs. Seller, rather than, you know, you just cashing out right now and potentially taking a big tax hit. How about we save you a little on taxes and we stretch out the payments a little bit longer? You keep your bank mortgage payment in place and we’ll come in alongside of you and we’ll take over all the headaches of the property and we’ll let you exit.

00:14:39:06 – 00:14:57:03

Unknown

But you won’t have a big tax event. And then myself and my investors will be able to not get hit in the face with an 8% mortgage rate and then just seller financing. Folks, this is what you need to like. Let’s break this down a little bit so make sure everyone understood. Unpack that a little bit, because that’s the problem right now.

00:14:57:03 – 00:15:14:22

Unknown

You’re going to have all kinds of people. There’s a lot of people that want to sell, but where are they going to go is one aspect of it. But then there’s a lot of people that aren’t going to be able to sell because like in our market, I’m in Carlsbad, An 8% rate on a $2 million house is a lot of money, dude.

00:15:14:24 – 00:15:31:14

Unknown

You know, So walk me back through that. Let’s dumb it down even a little bit further. So I find this if you find a seller that basically has a boatload of equity and you approached you guys cash flow, the property, you handle all property maintenance and management of it, Tell me how you strike the numbers and how does the seller cash flow again?

00:15:31:16 – 00:15:50:10

Unknown

Yes. So I’ll give you a real life example. We just closed a unit building and it’s got a 5% rate on it fixed for forever. Basically, I’m going to back up a little bit to to land the plan on how we got it. Okay. So this is something that most real estate investors, they just don’t share. It’s just not common, common knowledge.

00:15:50:10 – 00:16:06:17

Unknown

It’s something that I probably invested over $250,000 worth of training and education to get. And so this is the one thing that phone call with the seller, and it’s got to be with the seller direct. If there is an agent in the middle agents, I love you guys. I used to be one for a long time, but yeah, forget about it.

00:16:06:19 – 00:16:22:11

Unknown

Yeah. Unless you can really get the agent on your side, it’s just harder because most agents, they’re not going to think the way that maybe your listeners might think. So you got to get on the phone with the seller. I have done it with an agent, but it’s usually a three way phone call. He put me in, put put us on a three way, Let’s do this together.

00:16:22:13 – 00:16:37:14

Unknown

And on that call, this is everything you have to space that call out. Most of the sellers, they’re just thinking, Hey, what’s the number am I going to get? How are you going to get me there in in? That’s a mistake to fall into that trap right in the beginning. And so what we have to understand is the situation.

00:16:37:16 – 00:16:56:18

Unknown

And so we went through we broke the call into five distinct phases. The first phase is rapport. Pretty obvious. Everybody that listens to your show, Mike knows how to do that, build some real human rapport. The second phase is understanding the situation. The situation is everything. I’m going to get out of them, how much they owe on their mortgage, what is the payment?

00:16:56:18 – 00:17:17:21

Unknown

What is the interest rate? Is that fixed? How many years into their more, I’m going to get that stuff out of them by simply asking one question. It’s actually three. But it goes like this. Most people would say, Hey, how much do you own your mortgage? And that’s a mistake. Instead, what you say is you say, Hey, if we do this deal together, I want to make sure that all the lines get taken care of, taxes, mortgage, etc..

00:17:17:23 – 00:17:40:00

Unknown

With that being said, how much is left in taxes? Okay, great. How about the mortgage? How much is left there? Great. Hey, can you tell me a little about that payments and then dissect what the payment is, taxes, interest, etc. By having that information in the beginning and then really understanding what their motivation is when we come around the corner to that, we got the third phase of the call, the fourth phase and the fifth phase.

00:17:40:00 – 00:17:58:18

Unknown

When we come to the fifth phase, which is actually presenting the offer, we know what offer we can make. So the reason we got this 49 unit building at 5% interest is because, number one, we found out that if the seller sold today for cash, they would have a sizable gain and they get smacked upside the head with a big tax tax liability.

00:17:58:20 – 00:18:14:20

Unknown

They didn’t really want that. The second thing is that they didn’t have anywhere else to go park the capital. My favorite question is when someone says, Hey, I just want to get cashed out, I say, okay, great. What are you going to do with all the money? Oh, this is what Gabriel the seller said. He said, I’m going to put in the stock market.

00:18:14:22 – 00:18:32:12

Unknown

And I said, You put this lot now. And then he kind of backpedaled. And I’m like, I’m like, Hey, Gabriel. Like, do you believe in this asset? Do you think it’s a good. Yeah, I love it. I just don’t want to deal with tenants anymore. I get it. Okay, cool. How about this? What if you leave the money in the property, I’ll start making monthly payments to you.

00:18:32:13 – 00:18:49:17

Unknown

I’ll get you some down payment now, so you know that I’m serious, but I’ll start making monthly payments to you. I’ll handle everything. Taxes, insurance, toilets, tenants, the whole works. You get to collect a nice check every single month. You get to avoid getting slapped by the taxman big time upfront. And we have a good five year relationship together and five years.

00:18:49:17 – 00:19:12:04

Unknown

I go to the bank and I refi you out. He’s like, Could you can you tell that to my attorney? I said, Yeah, no problem. Told to his attorney. Attorney sent over paperwork. We did the deal. I like it. That’s a lot to unpack. I like it. Give me the ideal scenario of the seller. Give me some like case you like, use cases like a give me a couple.

00:19:12:04 – 00:19:31:17

Unknown

Like just so they could they can relate to that. So like the ideal seller and these are more larger you deal in multifamily are you doing any individual units or is it mainly multifamily and is there a place for it for smaller properties? Oh yeah, yeah. So the last two years I’ve only really focused on multi, but we have a lady in my office named Kate.

00:19:31:17 – 00:19:53:16

Unknown

She buys all the single families for us and so we’re, we’re processing at least two or three every single month with single family typical, like there’s a distress of some kind. It’s either that they’re a little bit tied up financially, a big one that was happening to us. Since Corbett is people have to either move or go back to an office that they they were working virtually for a while.

00:19:53:16 – 00:20:13:21

Unknown

Now they’ve got to go back in. So we’re getting sales because of that. On the multifamily spectrum, it’s usually because people are worried about what’s going to happen in the economy and they want to get a little bit more liquid. And so we’re talking to a lot of landlords on that. And then the second biggest one and this is new is people that took out what’s called a bridge loan in the last three years.

00:20:13:23 – 00:20:36:21

Unknown

So for for anyone that doesn’t know what bridge means, it means that they took out some kind of short term financing, usually to do some kind of renovation. And it was very popular in multifamily during the COVID years because they were giving away dirt cheap interest rates and they were saying, Hey, get into this. And because multifamily got so competitive, they were taking these short term adjustable rate bridge loans.

00:20:36:23 – 00:21:01:03

Unknown

And a lot of those are come and do right now. Like in fact, we’ve got under contract as we speak, a $12 million, 161 unit property. The only reason we have it is because the guy’s loan expires in December. So, yes, he’s he’s putting his message. You know, this is marketing lead generation. He’s finding he knows exactly who is ideal candidate is for this and he’s just targeting them.

00:21:01:05 – 00:21:16:15

Unknown

Right. And when you rent the property out, you’re just taking over the management of it and then you’re renting it out at a 5% rate. How do you know what you have to look at the rent and what do you offer to pay them a little bit more than he’s getting on a 12 month and then juice it up?

00:21:16:15 – 00:21:39:08

Unknown

How do you make money on that? Great, great question, Mike. So first my instance is I try to pay them what their costs are. So like if they’re just ready to exit and they just want to move on, my my reply is, Hey, would it make sense for you if I just took over everything from here? I give you a little bit of moving money so you can pack up and go, and then I just take over everything from your taxes, insurance, the repairs that are needed.

00:21:39:10 – 00:21:57:11

Unknown

And a lot of times that’s, that’s enough. Sometimes, however, especially when getting to multifamily, you’ve got a different seller on the other end of that family service and say, well, hey, I want to get paid for my equity. And then I say, okay, cool. What does that look like for you? How much equity is that? I let them tell me their number and then if they’re number, I’ll put it into a spreadsheet.

00:21:57:11 – 00:22:14:14

Unknown

If I can still make a return on investment from that, then I say, Okay, if it’s too big for me to like plop down as cash, then I’ll say, How about this? We’re going to pay the bank on their normal payment schedule. And then with your equity, I’m going to start chunking away at that every month. I’m going to pay this much.

00:22:14:16 – 00:22:28:12

Unknown

And you can see here on my spreadsheet, I’m looking at it with you. Open book. I still got a little bit, little bit of room for me and for my investors, and I’m going to pay you this every single month for the next five years. And at the end of five, I’ll go to another bank and I’ll refinance this thing in rate.

00:22:28:14 – 00:22:44:08

Unknown

Right now, it’s actually much easier to have that combo because all I have to do is point at the banks and just say, Hey, if I got to go to the bank, I got to pay seven or 8%. That means I’m giving more to them and I have to give less to you. I’d rather give you a very good point.

00:22:44:10 – 00:23:00:19

Unknown

Creative. So folks, sharpen your damn skills. These are the conversations you’re going to have and the one that can put together. That’s how you really define your USP as an agent. All right, Let’s let’s get into like, how you’re finding these deals, too. Okay, So you guys get an idea. He’s dialed in. I’m taking us through a three pronged approach here.

00:23:00:22 – 00:23:15:12

Unknown

One is you got to dial in your brand. You got to be on the brand message with whom you relate with first, right? Absolutely. You have to do that first to know what the hell you’re selling. Now. It’s got a very creative niche. The riches are always in the niches and shifts like this. Would you agree with that 100%?

00:23:15:14 – 00:23:30:21

Unknown

Like you have to niche down guys. You got to stop being a generalist. Please don’t be a general. You’re going to get crushed. You need to niche down and you need to be an expert at something. But then three is you got to be a dab marketer because without deals like none of the stuff matters, right? So what are you doing on social media?

00:23:30:21 – 00:23:48:17

Unknown

Because it seems like you have like a new maybe a twist on how you’re finding these properties and are you getting all of your deals from social media? I’d say three quarters come from social media and then the other a quarter are a breakup of either referrals, some agents that feed us properties now and then just a mix.

00:23:48:17 – 00:24:10:08

Unknown

But three quarters. No, no direct mail. No, no. In fact, PPC search, anything. I’ve done them all. I’ve been in the game for a while. I used to run TV ads back in the day and I dropped a direct mail around probably two years ago. I dropped 48 grand and I struck out for the first time ever. Usually it doesn’t happen that way.

00:24:10:08 – 00:24:29:11

Unknown

Usually I’m pretty good at making something, but I struck out and then I’m like, I can’t do this. Yeah, and money it is. And so I leaned heavily into social media because I can track instance. Like if I spend $100 on a Facebook ad, I know how many leads I got same day and with direct mail was a little bit bigger for me.

00:24:29:11 – 00:24:42:22

Unknown

And I know there’s other guys that are really good at that game, but I just I wasn’t my game so I stick to social where I can track it all instantaneously. Another good point is like, find out what the hell works for you. It’s different for everyone. There isn’t a right answer. Whatever works for you is always the right one.

00:24:42:24 – 00:25:03:13

Unknown

Art How I’m social like you’re running ads. What’s one of the platforms we’re talking about? Facebook, i.e. Facebook, Instagram and YouTube. And I start with organic. So you mentioned Facebook groups earlier. Like I own a group for pretty much every category that I that I want to master, so to speak. So like I have one for investors for passive investments.

00:25:03:15 – 00:25:21:19

Unknown

I’ve got one in each of the three cities that I buy properties in. It’s just a real estate group that’s titled the City Name plus off market deals. If you ever see those out there, they’re probably either mine or someone that I showed how to do that. What city are you in? So Milwaukee, Wisconsin. Yeah, Lexington, Kentucky. And Louisville, Kentucky.

00:25:21:21 – 00:25:41:11

Unknown

You must have someone here that has that in San Diego off market deals. But you they’re like one of your students or something. It’s very possible. A couple couple hundred people how to do it now. Okay. Keep going. So you get in the groups, folks, community, you have to build the damn database. The database is either the USA y, which is what you’re always marketing and nurturing and staying in front of.

00:25:41:13 – 00:25:55:14

Unknown

But then you build a lead database because the conversations in these groups are where the money’s are. But a lot of people don’t like starting them, right? They’re like, Oh, how am I going to get all these people in there and how am I going to get the group going? And like, it seems like it’s a lot of work to get it going.

00:25:55:16 – 00:26:13:01

Unknown

How do you overcome that? Yeah, you think of it like a backyard barbecue. Like if you were the new kid on the block, you just moved in and you wanted to meet all the neighbors. You could either go door to door and say, Hey, I’m having a backyard barbecue, or you could put big signs up in your front yard and tell everybody you got free food on Saturday in either wood work.

00:26:13:01 – 00:26:32:03

Unknown

So the difference between those two is kind of like paid leads versus organic leads came a paid lead is kind of like putting the sign in your front yard and blasting it out there really fast. If you pay Facebook about 10 to $12 per person, you’ll fill the backyard barbecue really fast like your Facebook group will fill up really fast.

00:26:32:07 – 00:26:54:21

Unknown

Like if you pay Facebook ten bucks per person, that the other way that you do it is that once you’ve got your group created smart and you go out and you do door knocking by door knocking, it’s not physical. It’s like literally on your computer, click of the mouse. You go to other people’s groups, you go to other communities and you say, Hey, guys, if anyone’s looking for this specific niche, my group’s pretty cool.

00:26:54:21 – 00:27:18:17

Unknown

For that, join my group. Here’s the group. And within a week or two, if you do that fairly consistently, I’m talking like an hour a day. Not obsessive, but you can fill a group with 100 people and then from there you serve those people. This is the part where everybody misses. You show up once a week, you do some written value add posts, or if you’re if you prefer video, I prefer video.

00:27:18:19 – 00:27:38:23

Unknown

Then I just press that goal. I button and I’ll share what’s on my heart. I’ll share some real estate tidbits. And then at the end of it, I just say, Hey, if this is something that you’re looking for more help with, just comment. Help down below and then we’ll connect. And I keep it super simple like that, but you got to show up every single week If you just let a group build up and you don’t do anything with it, they’re not going to know you.

00:27:39:00 – 00:28:00:14

Unknown

Yeah, they’re going to get you. And you’re you’re doing once a week in terms of content creation video 3 to 5 minutes, maybe a blog, right? You got it. Yep. And since I’ve got multiple groups, what I found a tool called Stream Yard. And I’m sure you’ve got other ones that lets you simultaneously stream into multiple. Yeah. So I’m only doing one weekly broadcasts.

00:28:00:16 – 00:28:18:01

Unknown

That’s it. And it gets it everywhere. I want to touch. I mean do. That’s how this show started. You know, it’s one podcast every Saturday for eight years in a row. And then we got 1.7 million downloads or whatever at now. And it’s because we are consistent and we add value. We haven’t sold you guys anything on the show yet.

00:28:18:01 – 00:28:36:17

Unknown

What are we, 26 minutes in? We’ll send you a link after this. And you might want to join or buy my services or take notes. Who cares? But this is content marketing 1 to 1, guys. You got to add value to people first. Just it’s a dating game, isn’t it? Like the same way you date is the same way you attract business online or in social in these groups.

00:28:36:19 – 00:28:58:01

Unknown

I love how you just said, though, that you’re running traffic to build the group because that’s like the shortcut, right? Yeah. Yep. Yep. And then in that group, that’s where you get to test your message. I would do that, like before you start getting all crazy with ads, I would test your message and see how it’s resonating in and if you go live, like, just know that the first time you’re going to have your mom and your cousin on and that’s it.

00:28:58:03 – 00:29:23:10

Unknown

Yeah. And that’s okay. You just show up, you serve, and then people will catch replays. And as people replays, it starts to build My first podcast, I think I had like two lost two listeners, you know, when they’re like, Hey, woo! Yeah, but dude, you got to start somewhere. Everybody does very, very well. Why did you sustain like you have a fantastic podcast, Why didn’t you quit like everybody else does after the third one?

00:29:23:12 – 00:29:40:00

Unknown

Um, you know, what I did was I think I did the whole public accountability thing, and I said, I’m going to create a show. And I missed one week like early on. And I remember someone wrote into me and they’re like, pissed and they’re like, like it was like early on, like probably year end or so. And I just kept going.

00:29:40:01 – 00:30:00:03

Unknown

It was going to be uphill battle. But I remember someone wrote a message or something and they said, like, Bro, you missed your show this week. I was looking forward to it. I’m like, Fuck, People are listening to me, man. Like, That’s cool, right? So then I just felt obligated to go ahead and do it. Even in all you guys who’ve been following the show for a while, I’ve been very sporadic the last few months because I’m going through a brand shift myself.

00:30:00:03 – 00:30:24:14

Unknown

You know, I got a software that we’re launching and I switched my video into a different business model. My friend working with real estate agents as much on the video side anymore, but I’ve been sporadic with it. You know, I’m breaking my own rules and it’s just, you know, it’s but you’re absolutely right. You have to. I believe that as an agent, I was always creating content because I knew that if I wasn’t, somebody else was.

00:30:24:16 – 00:30:43:12

Unknown

And as long as my face was just sort of omnipresent amongst my aunts, uncles, friends, family, past clients on social, I’ve always attracted referrals. I just had to stay relevant and stay present and not just the whole referral marketing thing, but when you go into like lead generation with what you’re doing, it’s really the same thing. You have to nurture your guys’s audience.

00:30:43:14 – 00:30:57:02

Unknown

This is where content creation comes in. I don’t think it’s optional anymore. You have to create content because you could run ads, but today do you agree this people, you run ads. Great. Who the fuck is this guy? You’re on social media like, Oh, that was pretty interesting. Let me go check out his website if that website is bare.

00:30:57:04 – 00:31:12:06

Unknown

Do you or do you not lose all? Chances are a lot of them, of converting them down the road. But if that website has a ton of organic content, a ton of engagement, you’ve a ton of value. Hey, take this free report. Hey, take this. Wow. All this video is like, you’re like, Shit, I’m going to false. God, this guy might be on to something and that’s that.

00:31:12:12 – 00:31:32:04

Unknown

Why we create multipurpose and distribute. Guys, you have to start somewhere. But even after you have people probably look on your on your show and you probably have a lot of content on YouTube maybe of deals you’ve done, right. Does that or does that not help convert the seller when they’re thinking about giving you their keys? It does.

00:31:32:04 – 00:31:53:01

Unknown

I got $1,000,000 property on the water. And keep in mind, like I usually lean toward seller financing because I went through bankruptcy in the past. I can get loans, but it’s just more challenging. And so I told some I told a realtor in Florida that I really wanted a waterfront property on the marina, described everything to T, and I said, Seller finance.

00:31:53:01 – 00:32:12:02

Unknown

And then he he laughed at me. He’s like, That’ll never happen. And I started doing the social marketing like, I like like we’re talking about here. And I got a seller that that responded favorably. I went and met with them, but when I got there, the guy said, So we checked out your wife’s video on and what you guys said on your podcast, and I’m like, Oh, which one?

00:32:12:04 – 00:32:34:20

Unknown

And they described it to a tee. We left that meeting with a signed contract seller financed waterfront property like. So even when we think that people aren’t listening, they are crazy. Dead. Out of curiosity, was did was he a Christian by any chance? It was, yeah. There’s the brand conversion, there’s the assist coming in from the man upstairs.

00:32:34:22 – 00:32:56:03

Unknown

Alley oop. It doesn’t happen on accident, guys, you know, but that assist helps like we’re doing a lot of these videos now for attorneys and it’s crazy because people are so scared of attorneys like you’re an attorney like no one wants to talk to a fucking attorney. Let’s be honest, right? No one wants Doctor. However, when you humanize them, their conversion goes through the roof.

00:32:56:05 – 00:33:12:05

Unknown

It’s just a simple video because you’re when you hear the word attorney, you’re like, Oh, man, I’m going to get in trouble. But when you have a nice guy with his dog right there, he’s going to go on. All sudden, they’re not scared of the attorney anymore. And people he’s approachable. So this is where your brand so books will get unpacked.

00:33:12:06 – 00:33:30:08

Unknown

Just what we have on the show, one dial in your brand. Because if you don’t have your message, no one converts with you anyways. Pick who you are, what you stand for, and stick by and scream from damn rooftops to define your niche. Right? In this case, you’re finding properties and you’re raising funds to take down properties. And so they’re financing.

00:33:30:10 – 00:33:47:05

Unknown

What are you doing as an agent? What’s your niche? Are you going to go after b? K you’re going to go into short sales and foreclosures. Are you going to go people who are relocating, they can’t sell, What are you going to do? But three, marketing this strategy that you just outlined to me I think is applicable to anything, isn’t it?

00:33:47:07 – 00:34:10:00

Unknown

Yeah. Yeah, it is. If I could add one more to this too, Mike. A lot of people, they tell me that the reason that they don’t start with their content is because they feel like they need to know more or practice more or be better. And I want to point out two things. Number one, Abraham Lincoln arguably one of the most successful presidents of of of our of our country.

00:34:10:02 – 00:34:36:09

Unknown

Abraham Lincoln ran for office eight times and failed seven out of eight times. Before that. He was an entrepreneur and he had to file bankruptcy. You fail that both businesses and then the man becomes the most successful president of of his time. So that’s one example. Babe Ruth. Babe Ruth, he’s known as as what? The man who hit the most home runs yet that’s he had 704 home runs yet people never talk about that.

00:34:36:09 – 00:34:54:23

Unknown

He struck out 1304 times. Yeah almost double. And so just know that in the beginning when you’re starting this content stuff like we kind of we kind of suck in the beginning we do, but we just stick with it. It’s like riding a bike. The first time I got a three year old boy, like he’s riding the bike now with no training wheels.

00:34:55:00 – 00:35:12:12

Unknown

He didn’t start there, though. He fell, he bumped, he bruised. And so we got to go through the same thing as adults. Sometimes it’s scarier to be, like, publicly ridiculed, but we just got to go through that curve. Once you get through that curve, it’s probably two or three months in, and then by six months, all of a sudden you’re in momentum and then this business is just coming because of it.

00:35:12:14 – 00:35:33:24

Unknown

Yeah, I see it every day. Like we create so many videos. We’re doing like about a hundred videos a month now. But yeah, everyone’s the same. When they start. They’re like, like scared, like just grown ass men buckling in the knees because of this little tiny device. Right. But everybody, you’re right now 2 to 3 month after you get in there, it’s no different.

00:35:33:24 – 00:35:51:00

Unknown

Plus, like, here’s what I believe, though. Regardless of how you feel about yourself or your insecurities about getting on video, I believe that if you believe you’re the right person for the job, it becomes your obligation to scream it from the rooftops. And if you have a question about video, then you shouldn’t fucking be on camera in the first place because you’re not the right person.

00:35:51:02 – 00:36:07:00

Unknown

You should be that confident in your services guys. And if you’re not, you’re not the right person. So either go hit the books, go study, get some more experience until you feel confident. But as long as you know your trade and you know this as a Christian, it becomes your obligation to serve others and to help others with what it is that you do.

00:36:07:00 – 00:36:28:14

Unknown

Whether you’re a professional lemonade maker or you’re a real estate agent. I don’t care. Everyone has a purpose. Very good. You hear me? Closing throats. And I just. I just want closing throats. Yes, Closing throats. Thoughts? What, Mike? I just want to say thank you for leading the charge, number one, and just showing up every single week in the number two, providing the service that you do like.

00:36:28:14 – 00:36:44:16

Unknown

If it wasn’t, I didn’t get to work with you because I didn’t know you when I first started marketing. But if it wasn’t for someone like you grabbing people like me by the hand to help with that video, the help with the scripting and the help with like even background lighting, all that kind of stuff. Right now my mind isn’t so good because I’m at my cabin.

00:36:44:22 – 00:37:00:11

Unknown

But you do that for people. You bring them to the spotlight and help them. So thank you for doing that, man. Appreciate you. Yes, sir. And what I tell them where they can learn more about your stuff. But you guys have clients. I have ten, 30 ones or whatnot, like turn them on to this guy, especially if they’re Christian.

00:37:00:11 – 00:37:20:16

Unknown

And then tell me about your blueprint. Yeah, so it’s Nate podcast dot com, Nate podcast dot com. There’s a train there. It’ll walk you through everything that we do and it basically gives away a deeper look at how I’m getting these deals off market and how we’re structuring seller financing. And then my favorite is to mitigate taxes for both us and the seller.

00:37:20:18 – 00:37:39:13

Unknown

Love that. We had a show on cost segregation a couple weeks ago that’s don’t even know that’s existed. It is crazy. Crazy. But folks, thank you for listening to the episode. The estate marketing dude. Folks, if you like what you heard here today, subscribe, leave us review files and social and whatnot. And most importantly, check out our software suite assist.

00:37:39:15 – 00:37:54:18

Unknown

It’s a tool meant for brokerages and teams. So if you don’t have it in your office, make sure you knock on your brokerage door and tell them to look it up and then make sure they buy it. Because we help you build that brand. We help you build that content and we give you a blueprint each and every month that you just have to copy, follow and customize yourself.

00:37:54:18 – 00:38:05:23

Unknown

And that is direct mail, video, email and social media so that you can be consistent and take on that omnipresent approach with much of what we’re talking about today. So appreciate you. Check us out and we’ll see you guys next week. This.

Feast or Famine | Adapting & Succeeding in a Down Market

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The market is coming down, you can’t deny it. Eventually we will all have to figure out how to sink or swim. How can you adapt to succeed in a down market? The money isn’t gone, it just isn’t where you think it is.

Resource

Check Out Jim’s Website

Check Out Cost Segregation Authority

Transcript:

What’s up? Ladies and gentlemen, welcome to our episode of the Real Estate Marketing Dude podcast. I think we just had 8% interest rates. The market is slow. What are you going to do? Hey, if you’re a real estate broker or you’re a team leader, it is fucking recruiting season all day, every day. Because every single time the market shifts, agents are who are spoiled about how easy business was.

00:01:40:23 – 00:02:01:20

Unknown

They weren’t really looking at their brokerage for support. But when things shift like that, the number one thing all agents industry I look in is who’s going to help me navigate the mess that we’re in, the slowness that I’m experiencing. And if you’re in the business of recruiting, this is today’s episode is going to be how to feast and famine, feast or famine in a changing market.

00:02:01:20 – 00:02:17:00

Unknown

This is going to be on how you feast because it’s markets like these that are honestly the easiest time to recruit. It’s very difficult to recruit when everyone is doing well because what’s the purpose of recruit? Hey, I’m doing well. I don’t need you right When you’re getting your ass kicked, you’re like, Should I need some help? I need a coach.

00:02:17:00 – 00:02:36:16

Unknown

I need to switch brokerages. Maybe I’m with the wrong people. Maybe I’m with that. What my predictions are going to be, I’ve never I’ve been roasted for 20 years. I’ve never seen 8% interest rates before in my career. So this is new to me as well. But what I know is that people are hurting right now and people are looking at what am I going to do next?

00:02:36:16 – 00:02:56:10

Unknown

And they’re scared. 90% of the real estate agents out there have never seen a shift like this. So if you’re a team leader or broker owner, the chances are you’ve been in the business longer than most of the people you’re trying to recruit early. Usually that’s how it used to work. Today you have people in the business for two years and all said in their coaches and their influencers and all this other stuff, but we need to go back to the basics.

00:02:56:10 – 00:03:15:05

Unknown

This is a very healthy thing with the right mindset. So without further ado, I want to go ahead and introduce our guest. We had him on about like the Kova days, if I’m not mistaken, a couple of years ago, years ago now, three years on, his name is Mr. Jim readily jumped. Hello. Hey, man. Thank you for having me back on the program.

00:03:15:05 – 00:03:31:15

Unknown

Always a pleasure, Mike. What are we going to get into today? Let’s talk about recruiting because it’s recruiting season, As you mentioned, I just saw a stat that was 90% of all the agents operating today have never been in a market with 5% interest or greater. And so when you look at that, you know, you’ve got a lot of agents who are exiting.

00:03:31:15 – 00:04:00:02

Unknown

The latest numbers show that about 80,000 agents have already exited this business. Now we’ve got a double whammy hitting the market. We’ve got a whammy of, you know, people just not ever experiencing a down market. They’ve been in an upcycle for the last ten years. But now we’ve got something else is setting the market. There’s a lot of fear around which is buyer representation back BS now under attack by the Department of Justice in two major lawsuits and major players like Remax Keller and Re Max.

00:04:00:02 – 00:04:30:07

Unknown

But anywhere Keller claims is on the list. But Remax got major MLS. Those that are settling in the settlements are saying basically we’re going to make sure that sellers now have an option not to pay back agents that don’t know how to deal with that are going to exit the business as well. So now you got a double whammy in the market where you’ve got a tremendous amount of pressure build up and as you mentioned, it’s a great time to recruit because agents need guidance, they need playbooks, they need a strategy because most agents have been market driven, not strategy driven.

00:04:30:07 – 00:04:46:07

Unknown

And when the market turns, they’re just upside down immediately. Yep, very well put. I didn’t give people give you the proper introduction, so I want you to tell people why they should listen to you. So today, how long have you been in the business? Really quick. Now let’s get into this because yeah, guys, he knows what he’s doing.

00:04:46:07 – 00:05:03:17

Unknown

He coaches brokerages and teams and all over the country. So really pay attention to what’s going on here, because even if you’re an agent listening to this, you need to find a broker that’s doing the things we’re going to tell you about, period. Right. So, Jim, go ahead and give me your accolades. So I’m going to give you a really brief rundown.

00:05:03:17 – 00:05:29:06

Unknown

33 years in the business. I started it in the back in the late eighties, early nineties, when interest rate my first house about ten and a half percent interest. I thought I was so lucky to get it. So been through those upward cycles and interest rates. But at first year in the second year, the business took 150 listings, got a lot of accolades and 21 Centurion Awards of my first company at 23 agreed that to 17 offices sold that No.

00:05:29:06 – 00:05:50:07

Unknown

Six right before the crash, spoke for NPR for ten years, grew another company in southern Oregon from 38 agents to 250 agents. Now that company is in the top 500 companies in America by volume. In a small, powerful population base of 80,000, our average agent productivity is about $7 million per agent. So doing something right, that’s my version.

00:05:50:13 – 00:06:08:05

Unknown

Let’s let’s get into this because you just mentioned something I wasn’t planning on talking about. But yes, this is like the perfect storm. You have super high interest rates that nobody’s used to. You have unaffordability, you have high inflation rates. You know, people are worried about their finances. 80% of people today don’t believe buying a house is a good investment.

00:06:08:07 – 00:06:24:00

Unknown

And then you have the other side of it with this NAR thing going on. And what’s really you guys commission compression is real, like the days of you when this shit hits the fan and when it’s all settled, you’re not going to get a five or 6% listing agreement in my opinion, anymore. I think everybody is going to get cut.

00:06:24:00 – 00:06:49:15

Unknown

So not only are you’re going to be making less money than you’re ever used to now, that’s not necessarily a bad thing. Okay, So this is the stage. This is the business that we’re in today, guys. So you have two options Adapt and change or die. Yep, one of them. So let’s talk about adapting and changing and let’s first get into brokerages because whether you’re an agent listening to this or not, I know Jim’s going to speak through like if you’re a broker owner, here’s what you should be doing.

00:06:49:15 – 00:07:06:11

Unknown

But if you’re an agent, you need to be following people that are doing the stuff we’re telling you. Okay. So, Jim, what do you do right now? Like, what do you we’re saying it’s it is recruiting season because people want to be part of something where they know the direction. And when everybody is walking, it’s sort of like if you go to a haunted house, it’s Halloween going haunted house and it’s pitch dark in there.

00:07:06:11 – 00:07:20:10

Unknown

You’re sort of like, what the hell’s going to pop up here? And you’re sort of tiptoeing all the way through. You just want to turn the damn lights on and walk through and exit the door. Right? Right. So what do we do in these shifts, Jim? What’s the first thing that you’re going to do as an agent today?

00:07:20:12 – 00:07:36:23

Unknown

The top three things you can do and we’re training our agents to do this right now is just to be on the cutting edge. You gotta look at this as an opportunity for growth. And you got to look at this is not a challenge, but an opportunity. So here’s the opportunity for growth. Number one, you need to act as if this change has already occurred.

00:07:36:23 – 00:07:53:21

Unknown

Act as if we’re five years out from these lawsuits being settled because they are going to be settled. They’re being sold right now. These are the major lawsuit goes this goes to court October 16th, one of them is going to settle. And the outcome of that is going to be, ah, the way we collect fees from buyers is probably going to be we’re going to collect it directly from a buyer.

00:07:53:23 – 00:08:12:01

Unknown

So let’s assume that’s already changed, right? I taught that too. I taught the accredited by representation class for ten years. So he used to teach us for years. But here’s what I’m going to change. I’m going to start treating buyers the same with the same respect. I treat sellers, meaning I do a buyer presentation every single time when I’m with a buyer and I say, Hey guys, can I just take a few minutes and show you how I work?

00:08:12:03 – 00:08:27:10

Unknown

Can I just kind of walk you through the process of how I work with all my buyers and now I’m going to open up maybe a digital presentation of here’s the process, here’s the five things we need to talk about as you’re working with the buyer. And during that buyer presentation, just like with the seller, I’m building value in my services.

00:08:27:12 – 00:08:42:20

Unknown

Now, let me tell you the key part of your your, your, your proposition, your value proposition. It’s not finding them in the home. C most buyers today we hear it all over the internet. I can unlock a door and I can search for homes myself. I don’t need a realtor to do that. So we got to take that off the equation as fast as possible.

00:08:43:01 – 00:08:57:20

Unknown

And what we say is, you know, finding the house is really the easy part. And then we say the hard part is what comes next. And now I’m going to build my value from here on out. Now, how am I going to build that value? I’m going to say, so what I do is when we find that house, here’s here’s here’s the steps I go through.

00:08:57:20 – 00:09:14:02

Unknown

We’re going to do some deep research on the house. I’m going to check the assessment data, I’m going to check the planning data, and I check the zoning data. I’m going to check the overlays. We’re gonna look at what the seller paid for the house the last time, the refinance, the property, all the trends that are happening. That neighbor over the last five years, we’ll do an in-depth buyer, CMA, on that property.

00:09:14:02 – 00:09:36:20

Unknown

We’ll see if there’s any red flags on the permitting. Have they not pulled the permits for the last construction? They’ve done that deep in the house. You’re going to know more about that house and the on has about that house by the time I’m done. And then once we know about that house, my real skills are going to show because I’m now going to talk about negotiation, that negotiation aspect of your skill set is the number one value point that buyers look at from you.

00:09:36:22 – 00:09:55:24

Unknown

They want the best negotiator in the market. It’s just like a surgeon and the best surgeon. They want the best negotiator. Then he got approval with testimonials and back it up and show them proof of life, how you’ve helped other people negotiate great deals. Now you’re going to set the stage for you are worth whatever you’re asking. I’m not worth 1%, 2%, 3%, whatever your number is going to be.

00:09:56:01 – 00:10:13:22

Unknown

And you’re going to have to set that number. It’s not going to be like I’m just accepting what the seller is offering. It’s going to be I’m going to be charging a buyer. What’s that number going to be? Right? So step one buyer presentation set, you know, you’re in a value proposition. Step two is really understanding the buyer representation agreement in your market area.

00:10:13:23 – 00:10:29:03

Unknown

Whatever state you’re in, there’s a buyer representation agreement that’s already been created. You need to get it out, you need to read it, review it and understand and be able to present it just like you can listing appointment at listing point of the listing documents. Right? And number three, you got to start roleplaying this with somebody in your office you trust.

00:10:29:03 – 00:10:46:09

Unknown

You’ve got to actually practice, practice, practice. I call it the three step method of practice. You had to memorize a presentation cold, you got to internalize it so I can turn any page of my presentation or have any objection thrown at me and I can respond instantaneously. And last I got to personalize in real time to the client I’m dealing with.

00:10:46:15 – 00:11:01:00

Unknown

So those are three things we’re talking about. Like it. So I’m going to dig deep a little bit further. It’s crazy that a lot of people don’t do buyer like I started doing buyer console. That’s how I learned all the business. I was only 21 years old and no one took me seriously. I was an alcoholic pretty much at that time.

00:11:01:00 – 00:11:16:05

Unknown

Like just at the bars every day and then had to go meet with someone that was ten years older than me, literally, and tell them. On why they should buy a house. So I knew instantly I had the world against me in all odds against me. Because why are you listen, this punk kid who just got out of college talking about your wisest investment ever?

00:11:16:11 – 00:11:29:00

Unknown

Well, I got really good at presenting, and I got to build my worth in there. And I would tell people straight up, Look, I don’t really care what you buy. I don’t care where you buy. I care what you buy. And the only reason you’re going to hire me is because I’m going to get you a better deal.

00:11:29:00 – 00:11:48:13

Unknown

That’s the reason I have a job, right? You know, it was just it was just straight up. But there’s going to be a lot of other things. Like you guys have to look at your business today as a no differently than a restaurant does. What’s the experience that you actually provide? Are you going to give them hair in their food or are you going to actually walk away and they’re going to be talking to everyone else about why they should come visit your restaurant?

00:11:48:15 – 00:12:03:01

Unknown

And this means you’re going to have to stack your offer. The days of opening your doors and closing them like there’s going to be part of the job that’s going to be like 4% of it. Yeah, this is facilitation is also another way to build your value. Like you have to sell your service and be like, like I’m a bulldog.

00:12:03:03 – 00:12:19:06

Unknown

I’m going to get you the best deal. And the only reason people hire me is because I’m good at finding deals. Some some you guys are going to develop off market deal finding abilities that’s gonna be very high in demand. Some of you guys need to facilitate the entire deal. That means you have to do a hands off, buy a house with me.

00:12:19:11 – 00:12:38:07

Unknown

I’m going to give you your movers. I’m going to give you the the whole process. I’m going to turn on your utilities for you. I’m going I mean, it’s literally got to. You are no longer a real estate agent. You’re fucking Home Depot, right? I love it. Well, and I like this idea that you got to create your own unit.

00:12:38:07 – 00:13:00:22

Unknown

You are. You’re talking about your unique selling proposition. What is it different about you than the 5000 other realtors in your marketplace? And a couple of things that we’ve been talking to agents about is like you’re saying buyer concierge services. And here’s a classic example that most agents take a buyer, they meet with them, they find out their criteria, they plug it, and then their criteria list on their website, and then it just spits this stuff out at their buyer.

00:13:00:24 – 00:13:16:08

Unknown

And the buyer every morning gets an email. Here’s the five properties that match our criteria. Pretty soon, within about three or four days, it becomes noise and they’re like, Delete, delete. Billy till they do what a great agent will do is say, I’m going to say to that list, but I’m in a curated. So every day you’re going to get it, I’m going to get it and then I’m going to go back.

00:13:16:08 – 00:13:31:06

Unknown

I’m going to give you the notes because I’ve already seen a lot of these houses. I’ll tell you which ones, the Best Buy, which one we got to go see right now, today. So you can now going to get those notes. Now the notes become valuable. Now they come a lot because you’re curating. That’s a classic example of adding value to a system that’s already out there.

00:13:31:08 – 00:13:45:07

Unknown

Yeah. And this includes having coffee ready in the car when you pick them up. Like that was a that was a must for me. I would bribe people with gifts, dinners, lunches, whatever, because as soon as I bought them something, I knew they’re loyal to me and I used to pick them up, literally. I go, You’re not driving.

00:13:45:09 – 00:14:07:05

Unknown

I can’t stand when agents like it. Follow me. No, the help get them in the car with you. That’s when you’re actually building your rapport with them and generating referrals off of the relationships they have access to. So, like, all of these things are such little big, big, big keys. Now, I don’t personally, though, I don’t see a buyer like, look where I’m at in California.

00:14:07:05 – 00:14:22:24

Unknown

I don’t see a buyer paying 3% of a purchase price to an agent at $1,000,000 like. So you’re going to charge me 30 grand cause you can’t finance that. I do think there will be a lender that comes out with financing rolling commissions and that’s what content lenders like. Where are you guys at? Like, why isn’t it hot out already?

00:14:23:01 – 00:14:37:13

Unknown

Yeah, but I believe that’s what’s going to be if, if you’re listening, you’re in the lending world, that’s what I would be focused on. How do I create a product to finance buyers agent commissions? And then I’d go after every single buyer’s agent in the world, and now you’ll have all the business you need without spending a fucking dollar on a great.

00:14:37:13 – 00:15:01:05

Unknown

Yeah, that’s got to be a product that’s going to be rolled out for sure. That that will be the challenge and that’s going to see commission compression. I bet you will see a lot of agents go to a flat fee and they’ll say, I just charge five grand, I charge ten grand, whatever the number happens to be. That’s going to be a conversation with every brokerage and every age in America is, first of all, as a broker, do we have a set standard like we’re going to have a minimum standard in our office, just like we have a minimum standard, probably with seller listing fees?

00:15:01:07 – 00:15:19:21

Unknown

And what’s that standard going to be? Right. So we’re all going to have to make these kind of really tough decisions here in the next probably six months to a year of how we’re going to run our business and how we’re going to what we’re going to charge for buyer representation. I would focus on building options. Here’s option one where you have like, you know, I’m barely working on your deal.

00:15:20:02 – 00:15:38:07

Unknown

Here’s option two that you got me mentally involved and here’s option three Why? Well, if I can sleep until I get you what you want, right? And then you’re going to have those different things. Now let’s go to the brokerage. And because we’re laying out what you should be building the environment for. Right? So like, if we’re telling agents what what to have.

00:15:38:07 – 00:16:05:11

Unknown

Well, here. Here you go, Mr. Broker. We know commission compressions real like we have a software we just released. It’s called Suite Assist, and it’s all about teams and brokerages. But a major portion of that are ancillary services and profit maximizers because we know this is coming. So we have relationships with vendors like solar, for example, handymen movers, where agents can make multiple streams of income around the transaction, because we already know that you’re not going to getting the two and a half percent.

00:16:05:13 – 00:16:24:11

Unknown

Yeah, no, as a team or broker leader, what I’m doing is I’m filling up all of my affiliate and local vendors and service providers so that I could help my agents create a better experience so that they could earn that commission. They’re going to charge the individual agent is very rarely going to put all this stuff together, the team leader or broker owner.

00:16:24:11 – 00:16:43:14

Unknown

Their responsibility is to do just that. You need to build the rest around. Your agents are going to cook in home. I love it. Love it. It’s very similar what you’re talking about with brokers already realized about ten years ago, some brokers, and that’s why they added mortgage and insurance, some of them and title some of them because they saw commission compression at the brokers level.

00:16:43:15 – 00:17:16:02

Unknown

Now we’re going to see it more at the agent level and you’re giving them a solution for that, which I think is absolutely brilliant. There’s a couple and even in the lending world, this is the type of mindset you guys got to think, how can I monetize the things I’m already doing today? Yes, right. And like just in the just in the like the lending world, you can there’s a million of these companies now and you could go out and get your MLO, your mortgage loan origination license and you could just refer the deal over to the lender and then you can make a rip off of that.

00:17:16:04 – 00:17:31:05

Unknown

Right, right, right. So there is ways that you’re going to have to look. And it’s actually very healthy because whoever wants to rely on just one stream of income and I’m not talking about your going to get rich off the you’re going to get you’re going to have a couple dollars coming in from every which way you might sell a mover service.

00:17:31:05 – 00:17:51:11

Unknown

Right. And but you might only make $100 off that move or service. But it’s know it’s on the books, but there’s three or four other of those different transactions around the real estate transaction that you can absolutely monetize. And I think that’s the going to be the future of of, of this business is you’re no longer a real estate agent.

00:17:51:11 – 00:18:06:11

Unknown

You are like your Home Depot and you have to provide all kinds of services all around, not just the transaction of the House but the ongoing servicing of it. Yeah, hundred percent. And that and I think agents that do that are going to be more like the concierge anyway, which is what clients want. They want one stop shopping.

00:18:06:13 – 00:18:30:08

Unknown

Yep, for sure. So let’s get into this here. I have a question I want get your opinion on this or I, I agree. I think buyers are going to like, do a flat fee type service, but I do think that in the way that I’m reading the lawsuit, you might know more about this tonight than me. You have a lot more insight in it.

00:18:30:10 – 00:18:48:01

Unknown

Their lawsuits aren’t going to say that you can’t offer a cooperating commission. No, They’re going to say, like you, if you’re offering a cooperating commission, you got to tell the seller straight up, hey, I’m going to charge you 4%, but I’m going to use like one and a half percent of that to pay out a buyer’s agent to entice them to come get the house.

00:18:48:03 – 00:19:17:00

Unknown

Right. Right. And in the event that buyer’s agent doesn’t sell the house, I not on my own, then I’ll drop that percentage. But you’re going to pay a buyer’s agent to entice them. Is there any do you see any language that doesn’t allow that? No. I think what would the the language of all the lawsuits that I’ve read and I’ve read them, I think all of them is that it’s going to basically when you go to a seller, there’s going to be a requirement that says, listen, Mr. or Mrs. Seller, you know, you can offer a buyer agent commission if you’d like to, but you’re not required to if you do choose to offer one.

00:19:17:05 – 00:19:33:21

Unknown

You know, here’s what’s happening competitively in the market. But there’s not going to be this situation where they’re forced to offer one because of what’s happened over the years, is that all these MLS is that are owned by realtor organizations, that that’s been a requirement that you have to offer Vasya by raising commission. So you’re going to see that go away.

00:19:33:23 – 00:19:51:13

Unknown

I think that’s inevitable. That’s going to happen. The question mark really is will Sellers still offer a back when given the option not to? And that’s a question mark. We just don’t know yet. Yeah, it’s going to be on how you pitch it. Yeah. Because what’s going to happen is in the news media, they’re going to pick up on this.

00:19:51:18 – 00:20:09:17

Unknown

Why would you ever pay somebody that to represent somebody that’s working against your interest financially? And, you know, when people actually start to kind of think about that, a lot of sellers can be like, why would I do that? Why would I pay somebody to work against me? As makes sense? And that’s that’s the whole pitch. Yeah, it’s interesting.

00:20:09:22 – 00:20:26:15

Unknown

There’s so many different ways to spin it. Yeah, I could honestly see both. Like, I don’t like the arguments, but I can understand where they’re coming from. I don’t doubt that it’s going to cost lots of people that won’t be able to get into a house because they won’t be able to afford to pay an agent. So it’s going to it’s going to hurt the industry, in my opinion.

00:20:26:17 – 00:20:53:17

Unknown

So now let’s look at opportunities, though, because let’s be honest, like the the less agents are, the transactions are still going to happen with or without real estate agents. People move, right? So you’re going to see a lot of agents probably leave the business. But, you know, and just think to yourself, like, how many times have you lost that one or two deals a year to like little cousin Billy who just got his license or ansu the blue haired realtor and invite her to do She is a billionaire, but she went got her real estate license because she just needs some to occupy her time with.

00:20:53:19 – 00:21:17:18

Unknown

And every single year you lose a couple. Those are gonna be losing those deals. Yeah. As much anymore because there will be less transactions or I mean less agents and then it’s just going to be. But I think that’s what’s coming, what’s going to happen to Na Na is I’m in trouble right now because na with the settlements that are just they haven’t been approved yet but with first of all Redfin bailed out everybody thinks Redfin bailed out because of the sexual harassment suits that are happening.

00:21:17:20 – 00:21:35:13

Unknown

That’s part of it for sure. But if you look deeper into what’s happening with Redfin and the reason why Redfin just bailed out Redfin resigned from the board of directors of an are because I refuse to give up on this back issue. And they said, no, we are not going to bend on this issue. And they said, if you don’t get on this issue, we’re bailing.

00:21:35:18 – 00:21:53:01

Unknown

They left the board and now they’ve left. You know, they’re giving their agents. They haven’t completely left, but they’ve given their agents the option of not having to be a member of M&A. Ah, but what a lot of people don’t realize is in these two settlements now with anywhere they call a banker, think Sotheby’s, you know, think these big major companies that are owned by anywhere.

00:21:53:06 – 00:22:11:08

Unknown

And now Remax, both their settlement agreements also state that they’re not going to require their agents to be in our members. So all the agents at these companies are not going to be required to be an NPR member. You know, are they going to stay or maintain their membership? Our brokerage is going to maintain their membership. The key component will be in their local MLS.

00:22:11:08 – 00:22:29:02

Unknown

Is is it owned by NPR and are they required to be a member? In that case? So lots of fallout here happening. I definitely see many are under more pressure than I’ve ever seen in 30 years in the business myself. I’ve never seen it like this. The conspiracy theorist in me tells me this is a set up to get it out of the way so they could go to real.

00:22:29:02 – 00:22:44:22

Unknown

What is step two in this whole entire situation? Because who’s going to? There’s no one left to lobby for the industry after Na’s gone. I agree. I don’t think many agents are going to be stay on as members because every agent always complains. I see on socials like, Hey, what is not even do anyways? What’s the point of this?

00:22:44:22 – 00:23:01:00

Unknown

Right? And that’s not his fault for not creating a value, but that’s sole purpose of we’re talking about. If NA can’t particularly value for their own agents, you have to create value for your own clients the same way. Otherwise there’s no reason to work with you or be parties. So NA, pay attention. Listen to your own advice writer.

00:23:01:02 – 00:23:22:18

Unknown

All right, so let’s look at this brokerage and let’s go into brokerages and what they’re doing. The listing agent side is there, but I think it’s got to be ancillary streams of income. And then you got to look at different ways to make money. I do firmly believe every single real estate team or brokerage will end up being.

00:23:22:18 – 00:23:38:08

Unknown

I think there’s going to be a conglomerate of smaller entities as opposed to super large ones, or there’s not going to be like a middle of the ground in. A lot of the smaller ones are going to be rehabs or investors themselves. That’s going to be one of their profit centers. And they’re they’re just going to happen to own a real estate brokerage.

00:23:38:10 – 00:23:58:22

Unknown

But it’s going to be something like that. And there’s so many different ways to diversify your ends. What do you see out there and what do you what’s your advice for brokers and teams and for the for brokers, their lifeblood and for teams? Frankly, too, if you got to be a great recruiter, right? That’s what my brokerage coaching company, we’re all about recruiting and retaining great agents.

00:23:58:24 – 00:24:13:17

Unknown

But if you’re not a great recruiter, you’re going to you’re going to have a real hard time in this market because what recruiting does for you is it brings profitability back into the company. You’ve got ten agents that have left your last year. If you ever replace those ten agents, you just might have lost $100,000 worth of business net profit for your company.

00:24:13:17 – 00:24:31:18

Unknown

So you got a challenge. You got to replace those agents with great agents, and it’s a shrinking pool. So that means you got to become an expert in recruiting. Absolutely, positively. One thing that I think is going to attract agents, you got to say what’s going to attract an agent to my firm? The big thing over the last 20 years is, man, it’s always commission splits, commission splits, commission splits.

00:24:31:20 – 00:24:51:02

Unknown

And, you know, you definitely got to be competitive, no question. But what’s more important than a commission split? And I this is what I got to drive home to everybody. What’s more important than a commission split is helping agents close more transactions because 100% of nothing is nothing I can be closing two transactions. You’re going to end percent and not make as much money as somebody closing 20 transactions or 15.

00:24:51:07 – 00:25:18:19

Unknown

So as a brokerage owner, team leader, I got to be able to demonstrate to agents, I’m going to help you close more transactions, bring more money home to your family. I’m going to show you how I’m going to do it, either with playbooks, with strategies, with technology. One of the my favorite things of the agent that brokerages should be doing is actually and team leaders actually starting to think of themselves as a lead source for their for their agent body and saying, I’m going to go create the leads as a brokerage owner or team leader.

00:25:18:19 – 00:25:36:24

Unknown

I’m going to hand them out. Even if there’s a fee attached, these agents, the agents will pay the fee all day long and they’ll be excited to work for you. And they will never go anywhere if you’re able to generate leads. So I think the new paradigm for a lot of these brokerages that are going to be successful and team leaders are I’ve got to be the marketing company, the branded company.

00:25:36:24 – 00:26:00:21

Unknown

I got to go after these leads and deliver them. That’s why. Yeah, I 100% agree you’re going to. Yeah, the agents are your clients. Yeah. You’re going to have to create trainings for them. You’re going to have events for them. If they have socials, you got a sales meetings, but yes, you’re going to have to create business or systems for them as well, because you can’t, as most agents aren’t business people like.

00:26:00:21 – 00:26:20:00

Unknown

And this is no knock on anybody like you got in the real estate. That is a good idea and whatnot. But mostly all are entrepreneurs like that. That’s just and this is an entrepreneurial space and that’s not a bad thing or not. But if you’re not that visionary or you’re not that entrepreneur, then you join a team and you plug right in there and then you become part of that, right?

00:26:20:02 – 00:26:41:12

Unknown

I hundred percent agree on the on the lead. You’re going to have to do something to encourage increase of business, increase production. Yeah. What about what do you see happening with this is something I’ve noticed firsthand is like over the last few years we’ve seen a lot of the export of the world now Reals and others. LPT There’s Exit Realty.

00:26:41:12 – 00:27:02:05

Unknown

I used to be a broker owner of back in the day or the first commission multi level marketing company right but a lot of those I’ve seen like if people who left like our broker here in San Diego, like I said I’m coming back to because their downloads are down, like their downline still has to create production, right?

00:27:02:05 – 00:27:21:16

Unknown

You still have to have closings for it to work. What do you see in Across the Edge? And then as a broker owner, what do you think is the opportunity there? I think that the virtual hybrid model is is definitely a viable model. I think the idea that I’m going to recruit, shoot instead of sell real estate is a flawed model.

00:27:21:22 – 00:27:50:13

Unknown

I thought you first, if you’re going to be in real estate, have to sell real estate. And I think that big sell to all these agents out there has been detrimental to the industry and detrimental to them personally because of exactly what you’re saying as their downline collapses and it will collapse with agents that have been doing one or two transactions are going to exit the business, then then you’ve got a problem because now their income stream has gone in half or to a third or to an eighth of what they were getting before and they forgot how to sell real estate because they’ve been so focused on recruiting.

00:27:50:19 – 00:28:08:04

Unknown

That’s a problem. I think, you know, hybrid virtual is great model. You can cut costs and there’s some advantages to that. But I think more importantly, you’ve got to train agents how to sell real estate and build and build a viable business. That way, if you can come in, it’s coming back. Yeah, that’s the basics. The fundamentals and the basics.

00:28:08:08 – 00:28:28:12

Unknown

If you if you just apply that same model and you said, what if we apply that model to attorneys, would that work? It wouldn’t work in any other industry. It probably wouldn’t work very well. Right. And it doesn’t work long term for realtors either, I don’t think. But my personal opinion, I agree. Yeah, it’s interesting to do that in the attorney world.

00:28:28:14 – 00:28:45:01

Unknown

So the top three, if I’m a broker owner, what I’m hearing you say is you got to focus on agent problems. First one is production. You have a second one is is education and leadership. Right? What do you do in this type of market? Well, you’ve never been here before. These are all opportunities, right? Like you guys can be having training events.

00:28:45:03 – 00:29:05:05

Unknown

And I love leading with education. I think that’s the ultimate way to you have to recruit. I’ve always said that is when people show up to your education events, they’re asking you to be recruited because they’re looking for help and they might not know it yet, but they’re there for a reason. Right? And if you’re the one and you become that shining light on a dark day, well, you just made the job 99% easier.

00:29:05:07 – 00:29:21:12

Unknown

Right. And I think what people will really buy into is culture, too. They want a culture of growth. They want a culture of excellence. They want a culture of leadership. When you have leaders that are walking around kind of with their head in the sand, they’re not addressing the current problems. They’re just saying, wait until, you know, I’m hearing this big thing now, you know, stay alive till 25.

00:29:21:12 – 00:29:42:14

Unknown

That’s just an excuse. What do you need in 2025? You’re going to go broke, right? That’s terrible. People are saying that. Oh, I hear that all the time. Stay alive for 25. Terrible. It’s almost like date the rate, marry the house type thing. I couldn’t stand that one man thought about it. Saying that makes you go nuts. That was it for me and people I agree with you.

00:29:42:14 – 00:30:00:19

Unknown

People want to be rescued and you got to be able to be the one that’s running the ship that can rescue people and say, how can I rescue them? What’s the hottest topics on my market? Educational events also being super present and like you’ve been coaching for years and years on social media with video content and educating people through video chat as well.

00:30:00:21 – 00:30:20:01

Unknown

I’ll tell you what doesn’t work. I’m going to give you two things that doesn’t work, in my opinion, is you got a lot of people that are hired ISS to cold call recruits. Terrible idea. You’re never going to get great agents cold calling with ISIS from wherever part of the world. And the second thing is just relying on social media alone to recruit or putting ads on.

00:30:20:01 – 00:30:36:04

Unknown

Indeed. But you got to look at yourself is as like an NFL, NHL, you know, NBA team owner. And that’s the way I recruit is if I’m recruiting the best people, the LeBron James of the world, that means I got to get on the phone. I got to have a conversation. I’ve got to have a meeting, probably several meetings, and I’m pitching.

00:30:36:04 – 00:30:57:03

Unknown

And that’s where salespeople are the other day. And when you kind of turn your attention as a brokerage owner into I’m a salesperson selling my company, you’re processes will change and you’ll get better in recruiting. I like it. And you guys got to be loud. This leadership is probably the would you agree? Leadership right now is the number one thing you could be doing.

00:30:57:03 – 00:31:17:20

Unknown

So if you’re that broker owner like you have to be creating videos, you have to be on social media. And even if your bottom line is hurting, fake it till you make it right now because it won’t be long. You need to get out there and be loud because I think people are just looking for that leadership. Yeah, and it sounds a lot simpler than it sounds so simple, though, Jim.

00:31:17:22 – 00:31:33:11

Unknown

It is. I mean, it’s just exactly what we tell our agents to do. You got a prospect every day. We got to recruit every day. You on the phone, five calls a day. You know, from my experience, five calls a day, one appointment, five appointments equals one recorded agent. So I’m just going to I got to get the path is in the math, right?

00:31:33:14 – 00:31:48:13

Unknown

The fortunes and the follow up what eight what brokerages do is the same thing agents do. We procrastinate. We don’t do what we’re supposed to be doing, and then we wonder why we’re going broke. We got to figure it out. We got to say, Hey, I’m going to take and apply the same standard. I coach my agents to prospect.

00:31:48:15 – 00:32:12:06

Unknown

We generate follow up, you know, I agree. Jim, any closing thoughts here? You want to provide to agents or broker owners? I think broker owners, the one thing I’d say look at this is the probably the best period of recruiting in the last ten years. This is a wide open window for you to recruit the best agents in your market, bring them into your fold.

00:32:12:08 – 00:32:33:13

Unknown

It’s an amazing opportunity. Look, specifically, if you really want to go for it, look at teams and a lot of these team members that are on a team are suffering. They’re really suffering and they’re great agents, but they’re suffering and they’re there at subpar commission splits. They’re not getting leads. They used to great opportunity in teams also second, second opportunity, huge opportunity is brokerage acquisition.

00:32:33:13 – 00:32:51:06

Unknown

And when I say acquisition, I thought you you’re writing a check but that they’re walking their agents over to you and you’re giving them ten, 20% off the all the agents they bring over the next couple of years. It’s a walk over. Huge amount of walk overs are going to happen over the next 12 months. Massive amounts of companies are going to fold up shop, don’t let them fold up shop and close their doors.

00:32:51:12 – 00:33:08:20

Unknown

Bring them under your under your under your fold. Lots of communication about that with agents at the end of that buyer presentation, what would you look for? That’s a really good point. M&A is guys. Yeah, because people aren’t going to there’s an ego thing there. Yeah, right. And you got someone who had a shop, but the reality is it’s not doing as well.

00:33:08:22 – 00:33:25:11

Unknown

They don’t want to shut it down now because I going to feel like a failure. Right. But they want to keep it going and figure out a way to make income and you can absorb them, bring them into your mix. And what what are the signs of finding a brokerage that’s ripe for an M&A? It’s studying. You got to know your market stat.

00:33:25:11 – 00:33:45:15

Unknown

So I’d be watching where you where the all the companies are in the marketplace rank them you know, top 50 companies and watch their production numbers We’re watching in our market and we’ve just seen there’s like a one and two, we’re number one. We got a number two behind us. But then you go down to three and four and five and six and it’s like 50% down, 50% down, a 2% down.

00:33:45:17 – 00:33:59:23

Unknown

And it these companies that are 50% off or more than last year, they’re already losing money. It’s just a matter of how much per month And what’s the bleed for them. The key thing is you just got to open the door. And the way you open the door is you just invite those people to lunch coffee and just say, Hey, we’ve admired your company for years.

00:34:00:00 – 00:34:16:13

Unknown

I just want you to know that the door is open. If you ever decide to make it, make a change, exit anything like that. Please be the first person I talk to. They’re going to say no initially because it’s because it’s an ego. But within 3 to 6 months I’ll be calling you. Very good. Especially if you’re loud.

00:34:16:15 – 00:34:33:05

Unknown

Stay in front of them just same way like we do with clients, right? Yeah. They’re. They’re a good stuff, too, folks. This isn’t doom and gloom. There’s a lot of opportunity. I know it might be a little rough right now, but it’s what do during the times of the hard that make into the times of the good and the people who put their head down right now.

00:34:33:12 – 00:34:52:04

Unknown

Yeah, you might take a little bit of an income here for the next few months. That’s fine. Okay. But you’re you’re building a brand right now, and the one who’s standing at the end of the day is the one who wins. And I always like to tell people, and you guys with this, don’t be the the hare, be the tortoise.

00:34:52:04 – 00:35:20:13

Unknown

The tortoise look nice and slow. And they won the race because they’re consistent. Went back to the basics. Just went left foot, right foot, left foot, right foot, left foot, right foot. Did it take shortcuts and try to do this and try do that? And at the end of the day, who wanted to embrace the tortoise? But so you got to go back to the basics in these times when openly if I’m going to summarize the call today, one is leadership honor percent two as systems stack in your offering on behalf of your agents, if you’re an individual agent, you stack your offering and create value.

00:35:20:19 – 00:35:41:01

Unknown

If you’re the broker owner, you need to create value for your agents because you got to assume that they’re not going to do it on their own. Lead generation systems to enhance business for brokerages, for their agents, and then ultimately leadership. No one’s been here before, guys. If you’ve been in this market, you have a skill that most people will listen to right now.

00:35:41:03 – 00:36:00:00

Unknown

If you’ve been in the last year for those you in oh seven, oh eight or nine and ten days, you got to bring those stories back up. Yeah, but what you did, because that’s what people are looking for, looking for that experience. Any additional closing thoughts? You know, I think I think you’re exactly right. And bringing some positivity and some light to your agents.

00:36:00:00 – 00:36:15:13

Unknown

People want a positive person and that’s going to attract agents. You have think of how am I attracting people, going to attract people to your positive messaging every day? It’s not negative, it’s positive. Don’t look at the challenges, look at the opportunities. Every single thing as a silver lining. And we’re putting those silver linings out to our clients and our agents all the time.

00:36:15:15 – 00:36:30:14

Unknown

Love it. Love it. Thanks, dude. I appreciate your insight and we appreciate you listening. Another episode of the Estate Marketing Do podcast. Folks, if you’re looking to build your brand, stay in front of that database in a very nonchalant system and create ancillary streams of income and your broker owner, or if you’re an agent, you can check out suite assist.

00:36:30:16 – 00:36:47:02

Unknown

So yes, this is a true all in one platform that helps you manage your entire office, but more importantly, it gives your agents a marketing system to stay in front of their database effortlessly, and it gives you the infrastructure to create additional streams of income to adapt in today’s current market conditions. So we’ll see you guys out next week.

00:36:47:02 – 00:37:13:16

Unknown

So appreciate you. See you later, Mike. Thank you for watching. Another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW dot Real Estate marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.

00:37:13:20 – 00:37:16:15

Unknown

Thanks for watching. Another episode of the podcast will see you next time.

Define Your Value Proposition When Working With Investor’s Cost Segregation

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Cost segregation is often overlooked but is a useful as a value-add proposition and can lead to significant tax savings. Today, we talk all about it.

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Transcript:

00:02:38:11 – 00:03:09:09

Unknown

00:03:09:16 – 00:03:35:03

Unknown

What’s up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, we’ve been walking around or walking around talking about and around the shift in this marketplace and what the hell you as a real estate agent are going to do to actually earn your split. There’s a huge lawsuit going on. A class action settlement.

00:03:28:02 – 00:03:50:14

Unknown

Looks like it’s got some legs in the market. We’re dealing with fucking 8% interest rates. And let’s be honest, the transactions are down. We’re at number 60,000 real estate agents have left the industry so far, and these times are times that you want to look forward to, believe it or not, because it’s during the shifts that you actually gain market share and make moves.

00:03:48:00 – 00:04:16:11

Unknown

This is when people start making money, but not the ones that sit and do absolutely nothing and still doing the same shit you’re doing 25 fucking years ago. So what we’re going to be really chatting about today is how you sharpen your skill set as a real estate agent, a lender, anyone within this marketplace, because your broker ain’t going to save you out of this shift.

00:04:05:03 – 00:04:39:04

Unknown

Who’s going to save you is your own skill set. And a lot of times, I mean, you’re going to get off your butt and learn something new and start providing more value in a market with high inflation and costs. I mean, gas today, I just spent $140 filling up my truck in gas. I’m in San Diego. People want to learn how to save money, period.

00:04:25:24 – 00:05:03:06

Unknown

There’s not a better time than to learn what we’re going to talk about today because it has everything on how to save money for your already existing clients. Much of what you could be using for content right now in this day and age, because nobody one of the things that’s resonated the most is how do you help people navigate the mess of the economy we’re in and the save money?

00:04:44:20 – 00:05:03:06

Unknown

So without further ado, we’re going to go ahead and introduce our guest, Mr. Eric Oliver, who’s an expert on cost segregation. And I’m going to let him tell you what that is in a second. So why did you say hello to our guests? So a little bit about yourself and what we’re going to talk about why the House is so important today.

00:05:00:14 – 00:05:46:18

Unknown

Because it is. Yeah, no thanks. My pleasure being here. My name is Eric all over. I’m with a company called Cost Segregation, and we work with investors, brokers, agents, CPAs across the country helping their clients or helping them save money, save tax dollars through their real estate that they currently hold. And so the way we do that is something called cost segregation, which really is just accelerated depreciation on your real estate holdings.

00:05:28:19 – 00:06:05:03

Unknown

So one of the benefits of owning real estate is you get to depreciate that or take an expense every year. However, that expense typically gets spread out over either 27 and a half or 39 years. And so what we like to tell clients is, listen, I may not even own the building in 27 and a half years, let alone be alive.

00:05:47:19 – 00:06:22:13

Unknown

The way my wife tells me I eat, I probably won’t even be alive in 27 and a half years. So I want my deductions now versus letting the IRS hold on to these. And that’s what we do through cost segregation is accelerate those deductions. Interesting. So in other words, you could people if you owned real estate and three realtors and everyone who’s on this podcast, you’re in the real estate space, you can save your clients money and shit.

00:06:13:13 – 00:06:39:15

Unknown

They didn’t know you could save them money on before. And you’re talking about creating a value add and trying to create buzz and trying to add value in today’s market. Tell me more and who is your ideal client for This is just a homeowner living. There are these are these real estate investors that have investment properties and is there a difference?

00:06:28:24 – 00:06:58:01

Unknown

Sure. So kind of our our ideal customer would be somebody who owns real estate. So usually it’s the investor themselves, not so much the tenants or the people living there. It’s only the appreciation, only work. So you can only take advantage of it on revenue generating properties. So can’t be your primary residence, but any investment property, the way it works is when you buy a property, you don’t just buy the land and the building.

00:06:54:21 – 00:07:28:19

Unknown

Think about like a single family residential unit, for example. So I buy that. Let’s say I spend 500,000 on it. I’m buying the building in the land, but I’m also buying a bunch of carpet, I’m buying some appliances, I’m buying some cabinets, I’m buying a sprinkler system, my buying a driveway, all those things I mentioned, the IRS says should be depreciated at a faster rate than 27 and a half years.

00:07:17:14 – 00:07:47:19

Unknown

Now, the problem, Mike, is when you give that closing statement to your tax preparer that says you bought this residential unit for 500,000, your CPA, your tax preparer, they don’t know the value of the parking lot. They don’t know the value of the driveway, they don’t know the value of the appliances. What we do, that’s what we do is we come in and we take that $500,000 purchase price and we segregate those costs, thus cost segregation.

00:07:41:16 – 00:08:04:22

Unknown

We segregate those cost into different buckets, which now allows your CPA to depreciate all the appliances over five years versus 27 and a half. And we put a value to those. So we say, okay, of that 500,000 you spend, you know, 40,000 of that was for appliances, you know, 80,000 of that was for a driveway, for the cement, for the sidewalk, all those different components.

00:08:04:10 – 00:08:33:19

Unknown

And so that’s what we’re that’s the service we provide as we work with investors and CPAs and brokers on accelerating the depreciation. And now why is it so important for real estate agents and brokers? And the reason for that is it just is one more one more tool that differentiates you from the next guy, right, or the next gal.

00:08:25:03 – 00:08:54:16

Unknown

So being able to tell your client, hey, I know you’re looking at purchasing this property, but what if we can free up $80,000 of cash flow by doing cost segregation once you purchase this? Or better yet, not to get too far in the weeds, Mike, but you’ve got a client who comes to you and says, I want you to sell my property.

00:08:43:13 – 00:09:17:02

Unknown

There’s an opportunity to save him tax dollars upon sale by doing cost segregation. And so they come to you and say, Hey, wait, I want to list my property with you. I’ve owned it for ten years. I bought it for a million. I’m selling it for 2 million. I want to list this with you. What if you go back and say, okay, I’ll list it, but not only am I going to list it, but have you considered cost segregation?

00:09:00:23 – 00:09:35:18

Unknown

Because I think you can save 80,000 in taxes upon sale. And so there’s a number of reasons why this is important, but those are kind of the main reasons accelerated depreciation and then decreasing the tax liability upon self for some of your clients. This is amazing. I’ve been in real estate for 20 years and I didn’t know about this.

00:09:18:00 – 00:09:55:13

Unknown

So like, this is really cool because I don’t know, I don’t know about this and I’m going to assume like I’m pretty fucking advanced, like I know my shit. All right, So if I didn’t know about this, I’m assuming the vast majority of people are listening. Don’t know about this either. But you know what? I’ve got a great value add to having folks I’m really talking about here.

00:09:36:11 – 00:09:55:13

Unknown

And if you go back to this, the last few upsells are really talk. You got to define your brand and your your value in this market. And one of the in any shift like this what always happens is going to be that the investor market is going to be the one that’s going to feed you throughout the next couple of years.

00:09:52:08 – 00:10:21:10

Unknown

That’s just the way it is, because people are deal with 8% interest rates and they’re you know, you want to work with investors during times like these. I’m telling you, that’s where they’re still doing a lot of transactions. The interest rate doesn’t affect the cash buyer as much as it does a finance buyer today. And that’s why that’s where the volume is going to be.

00:10:07:04 – 00:10:43:14

Unknown

So but the point being is like, all right, what’s the difference between you and them? You know, me people, I ask this to Eric like what I would brand agents are different business and I know Kevin answers question like what’s the difference between you and every other agent in your marketplace right now? And they’re all like, Well, I’m going to do a good job.

00:10:26:04 – 00:10:43:14

Unknown

I that by, you know, customer service. A customer service, yes. We know that you have to have customer service that’s that’s inferred. But this is the type of stuff that we’re talking about. Is it the riches are in the niches. And the one that actually knows and is most knowledgeable is always the ones I in demand. That’s why doctors get paid so much money.

00:10:43:07 – 00:11:16:13

Unknown

This is a my quote is Billie Jean said this once. This is like the doctors get paid a lot of money because there’s only so many doctors. If they’re cleaning houses, they wouldn’t be paid the amount of money as they are. And that makes a lot of sense. This is a skill set and people who have skills get paid, folks.

00:10:56:24 – 00:11:16:13

Unknown

So I want to put this in a context, and I see you’ve got a couple of case studies on your site, so I just want to walk through and tell them in a story, I’m going to pick a case study from your site and just walk through how this would work. And you probably know the one I’m going to grab is going to be the residential rental one.

00:11:12:04 – 00:11:36:07

Unknown

And let’s just walk through in context how this actually works. All right. So I’m a real estate agent. I have a client. I bought a investment property, residential. It’s under four units. And in this particular case study, walk me through I’m going to walk me through what I would do, my involvement on this case study and how I would literally one up like my competition store.

00:11:33:01 – 00:12:02:12

Unknown

So so, for example, you’ve got a client, they buy a four plex, for example. I don’t know the exact numbers on the case study online, so I’m just going to use numbers that they’re describing. So I don’t have the calculator out. But let’s say you buy a four plex, let’s say you buy it for $1,000,000. Let’s say it’s a million X, let’s call it 1,000,002, because one thing we do need to mention is land is not depreciable.

00:11:55:12 – 00:12:24:09

Unknown

So you always have to back out the land value. So you buy it for a million to let’s say that land is worth 200,000. So you’ve got $1,000,000 of depreciable basis. That million dollars. If you don’t do cost segregation, you’re going to take that million dollars, You’re going to divide it by 27 and a half years, and that’s going to be your write off every year.

00:12:14:03 – 00:12:45:23

Unknown

So I’m just going to plug that in my calculator. 27.5 You’re going to get a is that right? Yes. You’re going to get a $36,000 write off every year for the next 27 and a half years, which is great. That’s why a lot of people get into real estate this $37,000, $36,000 write off that acts as an expense.

00:12:33:23 – 00:13:04:16

Unknown

So let’s say I make $136,000 a year instead of me being taxed on 136,000, I’ve got this $36,000 expense. So now I’m only taxed on 100,000. So again, if I’m in a 30 30% tax bracket by reducing my taxable income by 36,000, I just saved $10,000 in taxes. That’s without cost segregation, just standard by 1/27 of a deduction.

00:12:59:20 – 00:13:30:04

Unknown

What we do with segregation, what we propose is that again, when I buy that four plex, I also bought some dishwashers, some flooring, some window coverings, some ceiling fans, all those different components that the IRS says, hey, that stuff doesn’t last 27 and a half years. And so we typically, when we do our cost segregation studies, we typically segregate around 30% of that.

00:13:21:24 – 00:14:28:19

Unknown

So on $1,000,000 asset, 30% of that is 300,000. So $300,000 of your million dollar asset, we’re going to put it in shorter asset lives, five, seven and 15 year assets, the five and seven year as all your internal stuff washers, dryers, appliances, flooring, etc.. Then you’ve got a 15 year category, which is all your land improvements, curbs, gutters, asphalt, all the exterior stuff by moving or segregating those items and putting them in shorter life buckets, I’ll say it allows us to take that depreciation at a much faster rate.

00:13:54:23 – 00:14:28:19

Unknown

Now, before we go on, Mike, we probably should talk about bonus depreciation because that has a huge impact on cost segregation. Bonus depreciation has been around for a long time. The government uses bonus depreciation to stimulate the economy. So when the economy’s not doing well, they say, Hey guys, we’re going to give you a bigger write off if you go out and buy stuff.

00:14:14:17 – 00:14:52:21

Unknown

And so again, bonus depreciation has been around for a long time. It’s anywhere from 10% bonus up to 100%. Bonus Rewind a little bit to 2017, Donald Trump was our president. Donald Trump owns a boatload of real estate. Donald Trump revised the tax code and when he did so, he took bonus depreciation and made some changes that really amplified the amount of tax savings that a investor could have on their real estate.

00:14:40:22 – 00:15:20:24

Unknown

So two things changed. One is they changed it from 50% bonus at the time to 100% bonus. What that means, Mike, is that any asset that has a useful life of 20 years or less is eligible for 100% bonus. So if I go out and buy a truck today and it’s a certain size truck, I can then write off that whole truck 100% of it in the first year.

00:15:02:19 – 00:15:39:15

Unknown

I don’t have to spread it out over the useful life of that truck. That’s interesting. Yes. So that’s the first thing. The second thing to remember, it has to have a useful life of 20 years or less. So real estate normally is 27 and a half or 39. So this is why a lot of tax preparers don’t think bonus applies to real estate because they’re like, Well, this is a 27 and a half year residential unit.

00:15:24:08 – 00:15:56:02

Unknown

I can’t apply bonus, but you can apply bonus if you break out the five, seven and 15 year parts of that asset because those all have useful lives of 20 years or less. That was the first thing. The second thing that changed with the tax cuts and jobs Act was bonus depreciation used to only apply to brand new property.

00:15:43:01 – 00:16:18:01

Unknown

So you’d have to build a brand new four plex. You couldn’t buy an existing one. Well, that changed in 2017 and they added five words to the tax code. It says new to you, the taxpayer. So now you can go buy a building that was built in 1970. It’s new to you, the taxpayer. You do a cost study, separate those five, seven and 15 year assets, and all of a sudden you can accelerate, take 100% of those.

00:16:08:14 – 00:16:37:22

Unknown

So it doesn’t matter that length of time, because if you’re going from 27.5 down, you pick what time you want based upon how long you’re going to hold the asset. No. So that we pick it based, Actually not we. The IRS has picked it based on how long those assets last. So carpet only last five years according to the IRS, carpet last typically five years.

00:16:31:03 – 00:17:15:19

Unknown

So they allow you to depreciate it over five years, a driveway or a land improvement last 15 years. So typically that gets depreciated over 15 years. So cost segregation is going to segregate those items. Then we apply bonus, which means in that example we had with the four plex, if I segregate 30% of that or 300,000 and I take 100% bonus on that, I’m now getting a $300,000 write off in the first year versus if you remember when we first started the scenario, we were getting a $36,000 write off budget.

00:17:07:04 – 00:17:34:20

Unknown

So now if I make 130,000 in taxes or excuse me in income, in our first example, I remove 30,000 for my depreciate and I’d only be taxed on 100,000. Now, if I applied bonus depreciation, I’m now getting a $300,000 write off. I only make 130. So not only am I going to pay no taxes on my 130,000, I’m paying zero taxes, but now I’ve got 170,000.

00:17:31:06 – 00:18:05:11

Unknown

That carries forward as a deduction into next year’s tax return, and I’m going to pay no taxes next year. So I just put myself 60, $70,000 in taxes by doing cost segregation and taking advantage of bonus depreciation. So that’s kind of a high level. Mike, on how it works on buying an asset. Now let me just talk quickly to the agents, because I think this is probably the most important piece for them that’s buying on the buying side.

00:17:59:09 – 00:18:30:03

Unknown

When somebody comes to you and they’re selling an asset, let’s say they come to you, Mike, and they’re like, Hey, I bought this. I bought this office building five years ago for $1,000,000, and now selling it five years later and it’s worth 2 million. Can you help me out, Agent Of course. The agent’s going to say I’m happy to help you out.

00:18:18:00 – 00:18:54:18

Unknown

And not only can I help you out, I’m going to save you tax money by doing so. And the way you do that, Mike, is if I buy a building for $1,000,000 five years ago and I’m selling it for 2 million, I just when I go to settle up with the IRS, I’m telling them that everything is doubled in value, right?

00:18:34:12 – 00:19:22:03

Unknown

I bought all this stuff for a million. I’m selling all this stuff five years later for 2 million. So everything’s double today. So the IRS is going to charge you on that million dollars of gain. However, my land is doubled in value. My walls have doubled in value. But certainly my dirty, nasty carpet, that’s five years old is not worth double what I paid for it.

00:18:56:11 – 00:19:22:03

Unknown

When you don’t do cost segregation, when you’re selling an asset, you’re telling the IRS that your dirty, nasty carpet is worth double what you paid for it. And they said, okay, great, it’s worth double perfect. We’re going to charge you tax on that. What is your carpet worth after owning it for five years? Mike, If carpet is a five year asset, so I’ve owned it for five years.

00:19:16:07 – 00:19:40:00

Unknown

It’s a five year asset. It’s fully depreciated. When I sell it, it’s worth zero. It shouldn’t be selling it for double what you bought it for. That’s crazy. But the problem is, is your tax preparer doesn’t know because they’ve just treated this asset as one lump sum. They know you bought it for a million. They don’t know what the carpet’s worth, so then they can’t break it out.

00:19:34:24 – 00:19:58:09

Unknown

And so doing cost segregation not only on the front end when you’re buying assets, but also on the back end when you’re selling ads. And that’s where I think it’s most valuable of anybody. If you guys take anything from this podcast, the realtors, when your client comes to you, they’ve owned a building for a couple of years and it’s increased in value.

00:19:54:04 – 00:20:26:17

Unknown

Always suggest the cost. So they at least have the numbers run because in that example, that million dollar example, you could save your client 40, $50,000 in taxes and you’re going to be a hero in their mind. And not every agent’s going to tell them that, you know, agents Yeah, go ahead. I think anyone’s going to tell them that.

00:20:13:05 – 00:20:47:09

Unknown

No, that’s a tax preparer. Probably. Unfortunately, prior to 2017 and when the tax code was changed, is was it as what’s the difference? So the difference was when we segregate that, we say, okay, in that million dollar building, there’s, I don’t know, $120,000 worth of five year assets instead of taking that 120,000 all in the year in the first year because of a 100% bonus, prior to that, you would have to take that 120,000 over five years because it’s a five year asset.

00:20:43:21 – 00:21:27:11

Unknown

So you basically get a 20,000. Well, I don’t know what is 12 divided by five five and some change. You’re getting you’re getting a fifth of that basically every year for the next five years. So it’s still good. You’re still taking it from 27 and a half and advancing it to a five year asset. But with bonus, we were taking it from a 27 and a half, advancing it to five, and then we were able to take 100% of that in the first year because of that 100% bonus.

00:21:08:13 – 00:21:49:15

Unknown

So now I should state that the 100% bonus did expire at the end of last year. So assets that you do this on for 2023, you’re only going to get 80% bonus, which is still very, very favorable and then it phases out 20% every year. Mike Until 2027 when it’s down to zero or until the Congress changes their mind and decides to extend it.

00:21:33:03 – 00:22:09:23

Unknown

So there was actually talks in Congress. There’s already proposals on the table to extend the 100% bonus into 2025. So we’ll have to wait and see. Interesting. Yeah. Wow. Very, very interesting. But folks, if you’re sitting there just like listening to this and you’re trying to and this is for your own good as well, like if you’re buying a property, you know, we always say you guys should be investors yourself, not just selling, helping people acquire or sell the properties.

00:22:00:13 – 00:22:26:02

Unknown

You should be doing it yourself. This is really great knowledge to have. How much is this cost somebody you know, I’m sure it doesn’t is a cheap is that expensive? Like what does it cost our clients? That’s what they’re going to ask us next. How much is it going to cost my client? Well, that doesn’t matter if you’re making them an extra 4050.

00:22:18:10 – 00:22:54:14

Unknown

Sure, but. But it’s going to be a question to have. So like, how do you how does someone pay for this? Because it’s not a CPA service, right? It’s not. So it’s kind of in our studies are engineering based. So it’s quite an extensive process. We’re basically reverse engineering that house or that investment property and trying to put the values to all the components.

00:22:36:19 – 00:23:19:21

Unknown

So studies typically range anywhere from 20 $700 for single family homes up to 10,000, $15,000 for large office complexes. We’ve got multiple buildings, that type of thing. So I know that’s a wide range. Typically, we want clients to save anywhere from 7 to 10 x their investments. So if they’re two for charging them three grand, we’re hoping they’re going to save at least 30 grand in taxes.

00:23:05:02 – 00:23:42:02

Unknown

And now with bonus percent or with bonus 100% bonus, they can say it even. You know, I’ve seen cases where, you know, we charge a client 10,000 for a study and they’re saving $1,000,000 in taxes. It’s crazy. So yeah, that does have a cost to it, but the cost is going to the benefits going to far outweigh the cost.

00:23:25:19 – 00:24:06:17

Unknown

Yeah, I mean, it’s just numbers. Hey, would you do this for that is when it comes down to it. Wow, dude, this is pretty, pretty cool. I get it. How about short term property owners like flippers, people who are flipping homes and then that give me that question first. And then I have another question about length of time for other type of investors.

00:23:46:18 – 00:24:06:17

Unknown

So typically flipping if you’re flipping homes, it typically doesn’t make sense because you’re not holding the property. Well, a couple of reasons. One is when you’re flipping it, it’s never going into service and therefore it’s treated as inventory versus as an investment property. So you don’t even get to take depreciation on it to begin with. And so flipping typically doesn’t.

00:24:05:21 – 00:24:27:22

Unknown

What we’ll see flippers do is maybe I flip five houses this year. The last house, I keep it as a rental because I made $200,000 on my flips. I’m going to keep the last house as my as a rental property, rent it out for a few years, take the 100% bonus, pay no tax on the 200,000 I made flipping and then sell it.

00:24:28:00 – 00:24:56:24

Unknown

So sometimes it does make sense if that’s the case, because you can use those deductions that you get from your rental property to offset your flipping income in most cases. And so that’s oftentimes what we’ll see flippers do is you don’t get to take depreciation on the ones you flip, but maybe keep one or two of them every year so that you can use those deductions and pay no tax on that flipping income.

00:24:48:08 – 00:25:17:16

Unknown

And then how about someone who’s holding property? Is there like a length of time that you see a window here? Like, is it like, am I better off, like holding this property for 15 years or is this like a five year thing? What what’s the trend there? I don’t even know how to ask that question, but I think, you know what I know then.

00:25:04:12 – 00:25:38:20

Unknown

Yeah. So the longer you hold the property, the bigger your benefit overall will be because there’s a time value of money element, there’s inflation, there’s a number of reasons why. So the longer you hold it, the bigger savings you’ll get on your cost sake study. However, on properties over about $500,000 basis, you still want to do it even if you’re only holding it for a year because your tax savings will be significant enough to justify a study.

00:25:32:24 – 00:26:01:19

Unknown

So as long as it’s held for one taxable year. So if I buy it in January and I sell it in July, that doesn’t work. If I buy it in January and sell it the following January and it’s over 500,000, it’s probably going to pencil out. Now, the nice thing, Mike, is most car segregation companies out there will do a free benefit analysis, so they’ll never engage you to do a study unless you’re going to save significant tax dollars.

00:25:58:06 – 00:26:23:02

Unknown

And so always get the analysis done if you’re holding it over a taxable year and if the asset is at least 500,000, it always makes it typically always makes sense like it. Any closing thoughts you have for anybody else on the job? And then tell us about your site and where they can learn more about you. So kind of just closing thoughts.

00:26:20:12 – 00:26:58:00

Unknown

One thing I always like to add towards the end, I just think as you start to build out your real estate portfolio, this goes for anything. This goes for, you know, if you’re an investor and you’re buying in a certain market and you’re an investor, make sure that your real estate agent understands that market, understands your objectives as an investor because your objectives as an investor are probably different than somebody who’s looking for their primary home.

00:26:45:02 – 00:27:18:10

Unknown

And so and that’s your world, the real estate world in my world that I work in, typically with CPAs, tax preparers, as you build out your portfolio, there’s a huge difference between tax preparers and tax strategists. A tax preparer, they work at Walmart in the lobby, H&R BLOCK. You give them your W-2 information, they run it through their system.

00:27:06:10 – 00:27:34:21

Unknown

It spits out how much you owe. You write them a check and you’re done. That’s a tax preparer. They just input output there. Not a lot of strategy. But as you’re building your portfolio, it’s very important to find a CPA or a tax preparer who specializes in real estate and understands real estate, because if they’re not telling you about things like cost segregation, if you’re having to ask your CPA about cost segregation, there’s probably other things in the tax code you’re not aware of, and you’re probably leaving a lot of tax dollars on the table.

00:27:35:09 – 00:27:55:18

Unknown

And so, yeah, a tax preparer excuse me, a tax strategist is a little bit more money to pay because they’re giving you more of their time. They’re meeting with you three or four times throughout the year asking you what you’re buying, what you’re selling, what your income looks like. But in this industry, whether it’s a real estate agent or a tax preparer, you get what you pay for.

00:27:56:01 – 00:28:17:05

Unknown

And so, yeah, somebody might be asking for a little bit more commission upfront, but if they have the knowledge and they’re saving you, you know, $100,000 on the purchase price of a property because they have the knowledge of the industry, who cares if you’re paying them an extra 2000 in commission, you just saved 98,000 net. Right? So the same thing goes with tax preparers.

00:28:17:05 – 00:28:39:18

Unknown

Always find yourself a tax preparer who understands real estate because no matter what they charge, if they’re good, they’re going to save you tenfold that taxes on the back end. Awesome. Much down where your website is going because you guys want to learn more. Yeah it’s just WW w dot cost seg authority dot com that cosc TCG authority dot com.

00:28:40:04 – 00:29:01:12

Unknown

My contact information is up there information up there on how we’ll run a free analysis if you’re interested. If you think you have a property that might qualify, don’t hesitate to reach out you guys we, we don’t bill by the hour. We’re not a CPA firm. We don’t do tax returns here, but we’re happy to answer questions and partner with you and facilitate answer any questions we can.

00:29:01:12 – 00:29:17:16

Unknown

So again, don’t hesitate to reach out to any of us. We’re happy to answer any questions you may have. Appreciate you. Thank you. Folks for this. Another up. So the Real Estate Marketing Dude podcast. But you know where to find us. If you like what you heard there today, go visit a site, check them out, see what he’s up to.

00:29:18:03 – 00:29:36:10

Unknown

But thank you guys for listening to another episode. If you guys are stuck figuring out a way to stay in front of your database, how to market them, how to add more value to them, and how to stop being forgotten about and cheated on by other realtors because people don’t remember who the hell you are. You got to visit referral suite WW dot referral suite dot com that is wect.

00:29:36:10 – 00:29:56:14

Unknown

And yes, we will help build your brand and in for the people that matter most that are responsible for the vast majority of business. Thank you for this another episode we’ll see you guys on next week’s show appreciate it by boom. Thank you for watching another episode of the Real Estate Marketing Do podcast. If you need help with video or finding out what your brand is.

00:29:56:20 – 00:30:16:16

Unknown

Visit our website at WW dot Real Estate Marketing dude dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching. Another episode of the podcast will see you next at.

Change | Embrace It and Run With It (ft. Ross Hamilton)

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Change is a scary thing and in today’s market, change is here and more is coming. The question is, how will you handle it?

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Check Out Saving Homes

Check out Laura’s Website

Client Attraction and Personal Branding

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Without a brand, your business is already dead. But what is your brand doing for you? This is a great time to develop your brand into something that will bring in a consistent stream of clients.

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Transcript:

00:00:02:05 – 00:00:28:13

Unknown

Laura, go ahead and tell my editor for Shownotes name website. All of your social handles, stuff like that. And so it’s Laura Griffin and the website is groups within us to leads within Ask.com and the same social media handle. Or you can also do for Instagram. It’s Laura Griffin Rail, a tour that’s set up while we’re talking here.

00:00:28:15 – 00:01:59:11

Unknown

All right. You ready to rock? Yeah. So you said groups to leads like the number two. No. To gay. I mean, just see. So some visuals and it’ll be good to go. Ready, Rock? Yeah. All right. Three, two and one.

00:01:59:13 – 00:02:18:11

Unknown

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Webmaster Real Estate Marketing in this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them.

00:02:18:15 – 00:02:30:14

Unknown

Let’s get started.

00:02:30:16 – 00:02:54:03

Unknown

What’s up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude. Podcast books should It’s hitting the fan. There are things happening in the marketplace. Mortgage apps are the lowest they’ve ever been in the history of mortgage apps. What are you going to do? I see nothing but giant opportunity in this marketplace because as agents continue to dwindle and whatnot, it’s just a reality of the situation.

00:02:54:05 – 00:03:11:19

Unknown

The amount of agents leaving the industry is not as large as the number of homes still being transacted. So there’s actually a large opportunity there. However, you need to know how to capitalize on that opportunity and anytime there’s a shift. Brands are built, all right, Brands are built, and without a brand, you will not survive in this fucking space.

00:03:11:19 – 00:03:28:05

Unknown

I don’t care what you say. You need a brand to continue going forward because no one’s hiring the realtor for what they do. You’re it’s a commodity in the consumer’s eyes, but they’re hiring. You force how you do it, but you have to be thought of first. You have to be top of mind first, and you have to be able to connect with people because you’re no longer a real estate agent.

00:03:28:05 – 00:03:55:11

Unknown

Your damn media company been screaming this since 2014 and I’ve been damn right we have probably Today show one of the best brands I’ve seen and we just met like, I don’t know, Laura, we haven’t talked before. We’ve met for what? Laura At 4 minutes? Yeah. 30. But I could tell you just from browsing on her website right here, her brand is one of the best I’ve ever seen positioned wise, especially for a real estate agent.

00:03:55:13 – 00:04:15:24

Unknown

And she positions herself as a mom. And I bet you Laura can probably charge me an 8% commission and I wouldn’t give a shit. I’d probably still hire her because I could connect with her so much. And there’s a difference between people. Like when people are hiring you, they’re hiring you for how you do things and more importantly, what you stand for.

00:04:15:24 – 00:04:34:24

Unknown

But it’s ultimately the way you make them feel. And your brand is the direct reflection of that. The reason why I’m harping on this so much is because right now, developing your brand is going to be easier than when the market’s hot. So when you’re when people are like, look how many realtors stop doing video in the last time, I’m telling you, I used to do videos for hundreds of realtors.

00:04:34:24 – 00:04:54:03

Unknown

I lost over 75% of my business in the shift and the amount of people leaving, that just it’s a vacuum for attention on social media. It’s a vacuum to get your face out there, because regardless of what happens when people are pulling back on their budgets, this is when you double down. But if you don’t have a brand to go with it, it’s going to fall on deaf ears.

00:04:54:05 – 00:05:12:06

Unknown

So what I want to focus this show on is how to really develop your brand and what a better example than to have Laura Griffin here today and share with us exactly how she I don’t think Laura sells real estate. I think she’s a mom that happens to sell real estate on the side. At least that’s the way her brand is positioned.

00:05:12:06 – 00:05:35:15

Unknown

And this is an unbelievable way that she’s doing it from her fonts to whatever the colors are really good or sharp, but she’s doing it. She did this in a cold market because she literally went to a brand new cold market, new Nobody didn’t buy any leads but focused on her own personal brand, adapted that to her business, built a Facebook group and now she’s talking, crushing it.

00:05:35:17 – 00:05:58:14

Unknown

Without further ado, let’s go ahead and introduce our guests, Ms.. Laura Griffin. Laura, once say hello to everybody and tell us a little bit about who is Laura. Quick story. Where’d you go? Where you at? Where are you from? Hi, everybody. Thank you so much for that introduction when he was Laura Griffin, I’m a real estate agent, and then the Northern Virginia areas, which is my inside Washington, D.C., we moved to this area, Oh, gosh, almost 12 years ago.

00:05:58:14 – 00:06:18:19

Unknown

My husband was military, retired and worked for the government. And so we moved from Northern California to Northern Virginia. I didn’t know anybody. I was in the corporate world, in the banking industry as a bank manager. I had my daughter that I got to be a stay at home mom. This is going to be great. And I failed at it.

00:06:18:21 – 00:06:34:12

Unknown

After a few months, I was like, I think I need something to do. And I had been in the real estate industry in California in a different capacity and called the who’s now my broker, who sold us our house. And they said, have they contacted real estate? How does this work? What I need to do a lot, a lot.

00:06:34:14 – 00:06:55:23

Unknown

And so he hired me and said, Hey, I’m hiring my team, which later turned into a brokerage and up a thousand plus agents in our area. And I was on his team. He was our team lead, and they gave us some online Zillow and Zillow and Facebook ads, all these different things. And I quickly realized that was not my jam.

00:06:56:00 – 00:07:13:23

Unknown

And if you ask him, I probably lost him thousands of dollars. And with a young child, I couldn’t pick up the phone. It was like speed delete, right? And I’d always fail because there was no way I could call that Lee. The first second it came in and keep calling. And, you know, my daughter was little and and all these things and I hated it.

00:07:14:00 – 00:07:31:08

Unknown

And I hated doing open houses on Sundays because I had a little child. And that was the day my husband was off to his job. And so it was like, I don’t want to give up my weekends. And so I start going to mommy me classes. And I was like, I really like this networking thing. And ended up starting a Facebook group in our area for local moms.

00:07:31:08 – 00:07:45:06

Unknown

And it’s county wide because there are areas the county made more sense when you started that not to interrupt you, but when you started that group was real estate in mind or you just wanted to connect with other moms, just wanted other moms to go coffee with you. Because I was born, I didn’t know anybody. We had no family.

00:07:45:06 – 00:08:04:10

Unknown

We no friends. Like it was more self-serving. It sounds really bad, but it was self-serving. I wanted I wanted friends. Okay. I’m going to bring that up in a minute. Write that down. Okay. So I wanted to friends and I had like a handful of friends I’d meet at a hospital, mom’s group, and I ended up into the group and it was just like night, you know, like my kids aren’t sleeping.

00:08:04:10 – 00:08:21:08

Unknown

What do I do? Kind of things. And I thought, no one’s going to join this group, and my friends join a few their friends over and a whole bunch of people started joining and it kind of snowballed into this thing. We’re just about it. I have little mini groups too, so if you count the mini groups, we’re out over 12 are over 12,000 members.

00:08:21:10 – 00:08:40:12

Unknown

And I slowly realized I was better placed to face connecting and people thought I was some sort of a local celebrity. Like people will stop me at Target or the farmer’s market. My kids just go, Oh my God, I please stop. And these people want to talk to me because I’m a celebrity. And I was realizing that they already knew, liked and trusted me and they were comfortable with me.

00:08:40:12 – 00:08:59:16

Unknown

And so I was getting all clients that were moms with little children because they could relate to me. And I can relate to them. And their transaction with children is a little bit different than if you’re downsizing or you’re a first time home buyer. And most of them are trade up clients because they’ve little kids. They outgrew their house and they’re buying a bigger home.

00:08:59:16 – 00:09:24:02

Unknown

And so I started realizing that my group was powerful and I started utilizing that as my lead source and threw in a few events here. And I have a Santa event and things like that that started leveraging my group and growing it and putting in content that would not let me like stand up and say, Hey, I’m a real estate agent every 5 minutes in my group, but it’s weaved into it and it’s weaved into my weekly nurture system that they all get every week.

00:09:24:04 – 00:09:41:00

Unknown

So that way they know that I’m a realtor and it’s easy. They call when someone wants to buy or sell a house, they call me and it’s a nice feeling. I’m not chasing the lead like I was with the online leads. This sounds so easy and would unpack a couple of things. First, I want to deal with everyone’s objections and it’s free.

00:09:41:02 – 00:10:00:09

Unknown

Yeah, it’s a free leads are store, which is something that is unique. So let’s focus and let’s unpack this because you’re sitting on your treadmill right now. You’re like 12,000 people. I’m not that interesting, right? That’s the first thing that people say. I’m not that interesting. No one’s going to pay attention to me. Well, everyone says the same thing about video, too, but I’ve yet to see an agent that does video consistently.

00:10:00:09 – 00:10:19:08

Unknown

That’s not crushing it. And the reason for that is just a matter of attention. And this entire industry is based upon attention. It’s a popularity contest. The best agent doesn’t get the damn deal. The most popular one does. Yeah, that’s nine times out of ten. 9.5. I would say 9.9 times out of ten. It’s no differently in any other industry like the best lawyer.

00:10:19:08 – 00:10:39:15

Unknown

I’m doing a ton of attorney work right now on a ton of videos with the attorneys, and the best attorney doesn’t get the job, the best marketed one does. And it’s the same in every single industry, you guys. But marketing without a brand falls on deaf ears. You’re just a salesperson chasing a truck and you’re pitching someone on your services about why they should buy or sell you, which is why the key to this whole brand that you did.

00:10:39:15 – 00:10:56:23

Unknown

And I don’t know if you knew what you were really onto, but it’s genius because she didn’t like develop this. If you look back at her story really quick, she in developed this like on a whim. She’s like, I want to create a group of people that I connect with first right now, most real estate agents will come out first objection.

00:10:56:23 – 00:11:15:02

Unknown

They’re going to have their income on say, Oh, if I’m going to position myself as a mom, well, I’m going to turn off the fucking dads. That’s the first thing that agents are going to say, right? No, doesn’t happen. Or hey, if I’m just working for just a mom, then I’m going to turn off this group or I’m going to do this.

00:11:15:04 – 00:11:37:11

Unknown

Look, guys, I called myself a marketing dude and I fucking crushed it. And it’s because I connected with people on a level. And the reality is, is that your brand should turn some people off. And if it’s not meant to connect with every single person, because if it was, you would call yourself God. Yeah, true. So so like she she identifies.

00:11:37:11 – 00:11:54:20

Unknown

So what’s your tribe? Look at your own business. Who do you connect with? See the brand and your content strategy. Really, what she’s developing is she developed a content strategy formulated within a group, but it first starts by who’s group entry? Who do I really connect with? What are you what do you do on the weekends? What do you really do on the weekends if you don’t have to work?

00:11:54:20 – 00:12:06:18

Unknown

And if you won the lottery but you can’t move anywhere you’re living in, you’re stuck in a town you live in. That’s the answer with whom you communicate with those 5 to 10 people you put yourself in a room with, hang out with them for the rest of your life because you don’t need to worry about money anymore.

00:12:06:21 – 00:12:29:10

Unknown

Well, that’s what you build your basis about. What would you guys talk about? There’s your content strategy 100%. And if you look at my group’s demographics through the insights, because I’ll be honest, I’m 41 and my group mainly is 35 to 44 age group. We’re all moms. Most of us have two children. Most of our children under ten, which is me.

00:12:29:10 – 00:12:53:04

Unknown

I have a ten and a seven and a half year old. And I, I will say I speak their language. And what I’m yes, the reason I’ll get the call oftentimes is I understand this is going to be a shit show of us selling our own small townhome, upgrading to a bigger house. We got kids and dogs and there’s like toy throw up all of our house and yeah, like we don’t know what to do, but they call me because I understand it and I’ve lived it.

00:12:53:04 – 00:13:14:07

Unknown

I mean, we’ve moved nine times this year to military. I’m going to gas you guys are up like Quantico or not. Yeah, no. As it’s medically retired now, but and then I have two children and I’ll say one has ADHD and autism and my other son is has ADHD as well. But it’s like, I understand this like, yeah, it’s going to be a shitshow.

00:13:14:09 – 00:13:33:06

Unknown

Yes, it is, but I can help you with it. And they feel comfortable with me and, and, and I will say it’s always the wife that calls me, never the husband. But also when people are relocating into the area, the name of my group, the secret sauce to it is if you’re going to start a group, it has to be your city, town, county, neighborhood in the name.

00:13:33:06 – 00:13:49:13

Unknown

So mine is loud and moms because I live in London County. So whether you’re Dallas, Texas or Sacramento or whatever, you know, it should be moms or community group or whatever. But what happens is people that are relocating to our area, which we have a lot of government here near D.C., so people are relooking all the time. The first thing is the white kids on the computer.

00:13:49:15 – 00:14:09:19

Unknown

She searches for Moms group in our area. So I get all the relocation people because smart because they know they’re they’re searching this area and they find my moms group so I’m super smart. And what are the first questions that somebody who’s moving into an area asks where the schools, how are the neighborhoods? Because my kids go outside and play at the park.

00:14:09:21 – 00:14:27:09

Unknown

Is it safe? Daycare? Yeah. Where’s the daycare? How much does it cost? Right. So like you could see the content strategy, but that’s just stuff you’re talking about anyways, isn’t it? As you live lives, are you really thinking that hard or are you really just being you? Yeah. And a percent and I have content, I have a kind of a calendar and I have a content strategy.

00:14:27:09 – 00:14:46:20

Unknown

And I will say I rotate my question. I have questions that I will post in a group. So stay active and there are questions that I’ll post like I want. And some of them I’ll do just a data data mine, my group, because I want to know. So sometimes I’ll post what’s the one thing in your town today, whether it’s here that you want to change?

00:14:46:20 – 00:15:07:09

Unknown

If you could change anything about your home today, what’s the one thing you would change? And it’s so golden because people will comment, Oh, we’re having a new baby and he knows how to get kind of smile. Okay, There’s a lead. Yeah, you’re just like ending. And if I know your name, I probably got your email when you joined the group with you gave it to me and or and, or I can kind of look you up in the database with our MLS.

00:15:07:10 – 00:15:25:24

Unknown

I can find you. And so it’s, it’s positioning it’s you’re able to data mine and find people in your group that will be leads for you. Yep. Which is really easy to do. So let’s get we get the group and let’s get into contact now I’m the folks by okay so we have a you know you have a group, you have a group people.

00:15:25:24 – 00:15:48:07

Unknown

Now can you tell them why forming a group is so important versus just posting them on your personal page or a business page first? Yeah. And so about it was in June of this year. I had Home Depot on the first weekend, I think Lowe’s as the first Saturday of every month, they do a kids workshop. I was on my way and I posted this on my Facebook business pages.

00:15:48:07 – 00:16:03:18

Unknown

I’m on my way to a listening appointment. It’s the first Saturday my kids want. I forget what it was, I think was like a treasure box or something. We go to many times in a year and I’m hanging out with my kids, make it a treasure box on my way to a listing appointment. And I took pictures of me and the kids at Home Depot putting this thing together, and my husband did most of the work, I’ll be honest.

00:16:03:20 – 00:16:19:10

Unknown

And I posted on my business page, I think 100 people saw it if even I posted it in the group. So first of all, they were saying, I’m a mom, I’m relatable. There’s a free activity going on right now which is giving value. Number three is he she’s a real estate agent because she’s going to a let’s an appointment in Ashburn on her way.

00:16:19:10 – 00:16:44:01

Unknown

This is what she’s doing in my group. Over 6000 people saw it. So 6000 people saw it. A ton of people commented and interacted with the post versus a hundred people on my business page. And the reason why is Facebook is pushing more people towards groups. They’re putting a ton of money towards community and building community. And yeah, I could have put on my page and boosted it or didn’t add to it, but this was organic free traffic.

00:16:44:02 – 00:16:59:16

Unknown

And so people not only know I’m a mom, I’m relatable, but I’m a real estate agent. So it was free advertising, love it, ongoing content, like there’s 30 days in a month, guys. So when you’re creating a content calendar, it’s on an annual and it’s 30 times 12. It’s a lot more easier to like, get your head around that right?

00:16:59:16 – 00:17:17:11

Unknown

Don’t don’t fucking don’t put yourself out the window before you even get in the car right. So walk me through like how you do your content strategy. Like, what do I post? What’s the best stuff to post and groups? What’s the cadence? Frequency all the above. Go ahead and spill the beans. So I look at my insights, right?

00:17:17:11 – 00:17:31:12

Unknown

And I look at it a month that it’s time I have some posts that I know are really popular and I’ll and I keep a it’s not fancy. It doesn’t have to be fantastic. I have a Google sheet. It’s like a word doc in Google and I keep track of like what was really popular and I’ll put an asterisk around it.

00:17:31:17 – 00:17:49:20

Unknown

Sometimes it’s it’s community based, right? So hey, there is this reactivity or this, this new pizza parlor that’s opening. Some of it is just engagement post like drop your like drop your favorite gif of how your morning went with your kids. People love that. Like, who doesn’t have their favorite gift of a you know, because no one’s morning ever goes great.

00:17:49:20 – 00:18:09:00

Unknown

I mean, my house never does. And so I sprinkle in a little bit that spring on a little bit of real estate and I also one thing in my group is I have guides. So if you’re relocating to the area, there’s a relocation guide. If you’re looking to buy a house, there’s a buyer’s guide and it’s linked to my My idea site.

00:18:09:02 – 00:18:27:20

Unknown

If you’re thinking of selling, there’s a seller’s guide and it’s linked to my What’s your homework that my broker gives us. So I get all those leads. I have guides for even more community based things like the ten things. You know, when you’re interviewing a daycare in the area different and things like best parks, best firework locations, best going into fall, best pumpkin patches, stuff like that.

00:18:27:20 – 00:18:48:05

Unknown

And I’ll post that stuff in there, not only excuse me as a content, but it’s also giving back to your community and providing value. Yep. And every single like here’s the thing with like you guys years are real estate agents, right? You sell houses, but you don’t sell the house before you sell the community. The house like is on, right?

00:18:48:05 – 00:19:00:21

Unknown

So that when it comes to content strategy, it’s really just be a fucking tour guide. Like, let’s not overthink this. Like literally just be a tour guide in this case, like, I’m looking at like you could be on a showing and just to give you guys some ideas, as a mom, how does the mob go to market it?

00:19:01:02 – 00:19:22:17

Unknown

Well, showcase take pictures of yourself in the cutest kids rooms. The next houses you’re going in, right? Focus on how far the communities are. You know, when when you sell a house, it’s no longer just listed, just sold. It’s going to be more like probably, hey, the Jones family just moved in here and their kids are just about to start Carillo Elementary School for the first time and they’re relocating them.

00:19:22:17 – 00:19:44:23

Unknown

Hey, guys, can you give them a warm welcome like it’s about if you realize everything she’s doing is just storytelling and stuff she’s already doing, and she’s just taken this little six inch device out of her purse and snapping it and documenting it. That’s what social media is, isn’t it? It is. And you know, it like even just like the pumpkin patches.

00:19:44:23 – 00:19:56:07

Unknown

I don’t know how many moms are relocating or moving or in our area. And they’re like, oh my God, thank you so much for this thing. It’s like it’s like my AM and five minute to Google research all. We just update it once a year. I’ve done it. We did it one year and we just kind of recycle it.

00:19:56:07 – 00:20:12:24

Unknown

Obviously, we have to tweak a few things, but it’s providing value and they appreciate it and they know that I know what I’m talking about, right? So it builds up that know like and trust factor within the group. And then like I said, yeah, it’s a little bit of real estate, but not raising my hand like I’m a real estate.

00:20:13:01 – 00:20:28:06

Unknown

It’s real estate, it’s value based like community things and it’s a little bit of fun and engagement. I like to have a little bit of fun. That’s why we do it. Like drop your favorite gift or, you know, my morning was a shit show when I was your and people do. That’s the best you to get the region.

00:20:28:08 – 00:20:43:10

Unknown

Yeah, the best the best contents. Probably like when you’re before your shower, your hair is all over the place. You got bags underneath your eyes. You look like shit and you’re in your pajamas, right? That’s going to be the video or the content that performs the best. And the reason is because everyone can relate to it. We all been there, and that’s the key.

00:20:43:10 – 00:20:59:13

Unknown

I was like, Authenticity is what always attracts. And if you can’t find a way to be authentic, you just have the wrong brand or you need to dial it in, right? Like you have to be able to be you to do this successfully because if you weren’t a mom, would. How hard would this be to do like you could it?

00:20:59:15 – 00:21:14:23

Unknown

I can’t run house group Yeah I can’t wear on your mom’s group before you even though I get it, I understand exactly what you’re doing. I would be a fraud. Yeah, and there is some ages I’ve seen Start them in like you’re not a mom and you’re in a No offense, but it’s like you’re early. 28 year ago.

00:21:14:23 – 00:21:34:07

Unknown

You haven’t lived this life. You don’t understand this. And when clients talk to you about selling their house with children, you’re not going to be able to have that conversation. Like I can with. Yeah, I know there’s 23 up in every room of my house and you have to hide it, like shove it in something. So when people are showing your house, they don’t see it everywhere and you know, it’s it’s been relatable.

00:21:34:07 – 00:21:49:19

Unknown

And so whether I mean, maybe you’re not a mom, maybe you’re, you know, your military spouse or maybe you there was another agent I talked to recently. They have a foodie group in their area. They just love food. That’s love. That’s great. A ton of people joining that group and they’re just and different restaurants because they’re a foodie.

00:21:49:22 – 00:22:04:19

Unknown

But I’m not a flipside. Yeah. Yeah, yeah, yeah. But I mean, that’s like, you know, we do a ton of business owner interviews and they lead to a ton of business, offer a lot of referrals just because it’s not about telling people what you do, it’s about reminding them what you do and when people are going to buy or sell.

00:22:04:19 – 00:22:26:16

Unknown

Like, let’s just do the numbers on your group. All right? Out of those 12,000 members you have, how many of them are local to Is it London and louder, It’s a Virgin Virginia. Get loud moms like that would be fun. You got the loud and moms That’s cool and that and that one yeah How many are local in the area would you guess?

00:22:26:22 – 00:22:46:06

Unknown

12,000 members in our county. There’s a little over 500,000 people. Okay. So out of these 12,000 members are. You think they’re all live in this area? I’m listening to a few are relocation. So maybe they’re outside of the state and they’re just getting digesting content And what’s the county about that almost, I would say probably 95% live here.

00:22:46:08 – 00:23:12:08

Unknown

So here’s an an I don’t know if you mind sharing these, but like what type of how many how much business is coming out of this thing. Last year did $22 million in sales. Damn. I mean, what’s the average sales price for single family? About seven 5800. And then like a townhome about 500,000. So out of those 12,000 members, these are the stats because none of the stuff is theory that we’re talking about a lot of people’s big oh, branding is theory.

00:23:12:08 – 00:23:36:05

Unknown

How do you measure it? You’ll never be able to exactly measure it, but 10 to 15% of those 12,000 members are moving this year. Most don’t know it as she stated earlier, some of them are going to get pregnant, have to upgrade their house. Some are working to get relocated out of the area. But 100% of the people within that group, all 12,000 members of them, have the ability to refer you at least one deal per year.

00:23:36:07 – 00:23:55:14

Unknown

So it’s never about trying to reach 300,000 people. That’s the mentality that happens when you go to like the Mike vary conference isn’t like oh go sell cold pork all and then until you’re blue in the face right and just want to shoot yourself but out of these you don’t need a large database. You need an engaged one guys, because 100% of the 12,000 people know someone who’s moving.

00:23:55:18 – 00:24:13:03

Unknown

But just out of those 12,000 people, 10 to 15% of them are moving themselves and most of them don’t even know it. Yeah, those are the industry stats. So it’s not a matter of if people move, it’s a matter of when because it’s a life event. And despite whether the interest rates are going to at 8%, 7%, 12%, 20%, who cares?

00:24:13:05 – 00:24:33:06

Unknown

People are still going to have life events that cause them to move. And the easiest way and the least expensive way is to attract them. Exactly. And I nurture that. And you have to nurture these people, too. I mean, I had a client this year that called me. Is it I mean, getting your emails once a week for three years, but now we’re ready to sell our buy one.

00:24:33:06 – 00:24:48:16

Unknown

And so it’s it’s staying in front of them because they may not be buying or selling today, but they will. And if you keep saying in front of them, they’re going to they’re going to realize it’s all it is. How long how much does it cost you to stay in an email, contact with them, and then it cost you any extra time over that three year period.

00:24:48:18 – 00:25:04:04

Unknown

So I just so this last 15 months, I started doing a weekly email and I had to be honest, I am not the best writer, so I had a copywriter help me with it. I came up with the content what I wanted. I mean, anyone could use like chat, CBT or something like that if you really wanted to.

00:25:04:06 – 00:25:25:21

Unknown

So I paid the the copywriter. It was about $1,000 for the emails. Not bad. And then I have them in a we use active campaigns, I’ve got them in an email system. And so I mean, we’re talking it’s an hour maybe it costs me $1,000 to stay in front end to do that. And those e-mails are going to get kind of recycled after the 15 months is over.

00:25:25:21 – 00:25:43:23

Unknown

So it’s not that expensive. And then I just throw one event per year. It’s not that expensive. So let’s break these two down email. It’s emails. So many people don’t nurture an email like we we nurture one. Our whole our whole system is one video email month with your face talking just about community events, local news and whatnot.

00:25:43:23 – 00:26:01:21

Unknown

Right. And it’s not it’s just about the the reminding touch but emails another channel because you can’t assume there’s so many people who are just on social media like, oh, I’m just on Facebook. That’s all I need. I just need Facebook. No, you don’t. You’re missing a lot of other opportunity are using direct mail to by any chance.

00:26:01:23 – 00:26:18:03

Unknown

Yes. So I have an email. All right. I’m sorry, a postcard that goes out once a month and then I kind of tweak it every once if I see people having like so I see people having life events and things. We start having my and then my son will go through and look at the tax roll and kind of go, okay, well, I know they live in this town.

00:26:18:03 – 00:26:37:02

Unknown

So this, you know, Susie Q has got to be that Susie Q in this town. And then we start mailing them content like it air, land and sea. And I might as well just take a commercial break because that is exactly what referral suite does. We help market your database through video email, direct mail and give you all the social media content each month so you can stay in front of them and take an omnipresent approach.

00:26:37:02 – 00:26:58:13

Unknown

So people stop forgetting you’re in real estate. Back to show. So this is really, really, really interesting. I love it. This is my entire business model. Always has been. I love what you’re doing. Like this is I just it’s fantastic. And I wish more people would implement exactly what you’re doing because it’s not rocket science, is it now?

00:26:58:13 – 00:27:18:04

Unknown

And it’s free. You don’t need to pay to do is a Facebook group and backed it. The last few years I’ve been getting asked from a lot of agents around the country like, how do you do this? Can you help me set up a group and things like that? So I actually just transitioned into doing I have a course on how to set up your Facebook group, how to grow your Facebook group, because that’s what everyone’s scared about.

00:27:18:04 – 00:27:34:05

Unknown

Like no one’s going to join. They will join if it’s set up right and you have good content and it’s named appropriately. And then I talk about how to nurture your group and how to utilize it to get leads, because ultimately that’s that’s why you’re setting up the group is you’re building your know like and trust factor so that you can get leads and they’ll call you to help them buy or sell a house or rent.

00:27:34:07 – 00:28:02:04

Unknown

Yeah, it’s just a matter of when they do. I mean, literally, guys, it is. And the bigger the group goes, the more engaged is, the better. But I want you to catch one other thing that she said and then we could get this week wrapped up a she’s she’s disciplined and building an audience you guys and you have to you don’t know when the person on that list or the individual senior email is ever ever even going to return the favor.

00:28:02:04 – 00:28:21:03

Unknown

It’s not about that but it’s about and it’s not also about trying to sell them something with every bit of communication. It’s about trying to add value with every bit of communication and just sort of small little jab. Hey, don’t forget I’m in real estate. Don’t forget I’m in real estate. Hey, guess what? I’m in real estate. Don’t forget to say you don’t need to say it right.

00:28:21:03 – 00:28:41:12

Unknown

You could do this stuff just by simply inferring it. And you can’t always talk about work with your list, with your database. You can’t talk about work all the time with social media. Your wife will divorce you if you do, and you need to actually, like, go out and nurture people with human related content. So my point is, is cut the commission breath stuff off.

00:28:41:12 – 00:29:09:22

Unknown

It’s not going to work. It doesn’t work. Commission breath is contagious. We feel it. We see it. People see it. More importantly, like it looks desperate. You don’t need to do it, though. What other any other tips you want to add to this? Because this is. I think you nailed it. Yeah. I mean, if anything, I am always happy if anyone wants to figure out how to how to set up a group or has passions about it, they can go to groups to lead WSJ.com.

00:29:09:24 – 00:29:25:16

Unknown

And I can you know, they can there’s a free webinar. It’s groups to leads back slash webinar, and you can get a little bit of information. And then we’ve I’ve also got the course if you want to dive into a little bit further and how do I nurture people and how do I data them by my groups who didn’t get leads?

00:29:25:18 – 00:29:44:24

Unknown

That’s on there as well. Script Slate.com. And because like I said, you know, I see so often real estate is like, I knew, I don’t know what I’m doing and blah, blah, blah. And I don’t have a lot of money to put towards marketing. I get it. I was there to start a Facebook or it’s free, it’s easy, and if you nurture it, it’ll grow and you know, it may not it’s not going to be one of the things.

00:29:45:00 – 00:30:08:06

Unknown

But you start today and you’re these leads. It’s the long game, right? Yeah. And I think so often we get distracted with shiny penny things, but if you play the long game and you’re not standing up every time and saying, I’m a real estate agent and using it as a billboard, but using it smartly as a billboard for your business, the leads will come to you because people will see the genuine person and they get to know.

00:30:08:06 – 00:30:23:00

Unknown

They get to know you better, like people know and they know my kids. Like when they stop and see me on the street, they know that’s great and or that’s Madison. Creepy as it is, but or they’ll say, Hey, you know, my son has the same vision thing that your son has, and they’ll ask me questions, which leads into the conversation of real estate.

00:30:23:02 – 00:30:43:08

Unknown

So it’s used, you know, using my own way. I’m using my children to get business, but it’s because they know and like and trust me and I’m a mom and I’m relatable. And I’m also not that scary, right? I you know, I oftentimes will see, you know, people real estate they’re really Salesians up. That may be something that’s scary to some of these people, whereas I’m just more approachable in my jeans, just hanging out.

00:30:43:08 – 00:31:04:02

Unknown

They can come and approach me and ask me questions. So it’s about being relatable to your target audience. And my target audience is a mirror of me. Yeah, well put. That’s a that’s a really good way to look at your target audience is a mirror of yourself because people hang out with people just like them. It’s just the way we’re wired, you know, You don’t go out and hang out with someone completely opposite of you.

00:31:04:02 – 00:31:21:09

Unknown

Like you don’t see me on Friday nights hanging out with the dude, with the shaved head, tats, earrings and doing drugs all night, you know, like, that’s not my crowd. So it’s like, Come on, guys, I pick your crowd. You know what your crowd is? Just be you love it. This is a really good episode. And folks, if you like exactly what should go check her out.

00:31:21:13 – 00:31:44:00

Unknown

It’s groups two leads dot com. Check out the Facebook group and whatnot and we appreciate you listening Another episode if you really liked the content we talked about, I want you to go visit referral suite dot com as referral sweet e-comm and it’s a database referral marketing system. All it is, it’s very simple. It takes about an hour, 2 hours, maybe maximum to utilize and it’ll keep you in front of your databases through direct mail, video, email and social media.

00:31:44:00 – 00:31:59:23

Unknown

And you won’t have to think about what to say because we even give you that to build the audience. It’s the only recession proof business model there is. I’ve been in I gave you this with the last 20 years of experience, guys, so go visit that and check out Laura stuff. She shared a lot of valuable content today.

00:32:00:00 – 00:32:19:06

Unknown

Thanks. Listen other up, so don’t forget to subscribe like CUBIT and visit us on the rest of our social channel and we’ll see you guys next week. Picks. Thank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW w dot real estate marketing dude dot com.

00:32:19:09 – 00:32:34:23

Unknown

We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Telling (Selling) vs Reminding (Marketing)

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If you are still telling people that you are in real estate, then you are in for a rude awakening when they forget. You should be reminding them, that way you are always top of mind, and more likely to get their next home purchase.

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The Agent of the Future Is…

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If you are running your business the same way you always have, it might be time to consider switching things up. Today we are talking about what the next generation of successful realtors are going to look like in the next couple of years.

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Mix Your Passion With Your Business (ft. The Tap Dancing Realtor)

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Building your brand is essential, we all know that, but what should your brand be? What should it look like? Why not make your passion part of your brand. Today we talk to Atticus Ray, and that is exactly what he did. Today he has a show on Apple TV+ and Amazon Prime Video that proves that you can make your passion your brand.

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Atticus’ Website

Transcript:

00:02:23:00 – 00:02:58:15

Unknown

00:02:54:03 – 00:03:41:16

Unknown

What’s up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, you’ve been following along the last few episodes. What we really been chatting about is what are you going to do in this type of market and the opportunity that really exists. As a number of realtors continue to exit the business. The guest we’re going to have today is getting into the business, and I don’t think it’s going to matter what type of market anybody has.

00:03:18:08 – 00:03:41:16

Unknown

When you have a brand like his and I’ve been I say this for the last fucking eight years, this is very simple. You have to stick out in this business. If you don’t stick out, you’re just another commodity. And that’s why it’s so hard to get ahead. But if you look around and you see anybody that’s doing anything a little bit different, you’ll realize that none of them have a lead generation problem.

00:03:38:06 – 00:04:00:21

Unknown

None of them have a shortage of opportunities coming across their desk. And but the reality is that so many people will be like, oh my God, I’m so scared to do that. I’m scared to step outside of my comfort zone. I want to be a fucking Stepford wife. You cannot do that in this business. You need to absolutely stick out and you have to be true to yourself.

00:03:57:14 – 00:04:17:13

Unknown

You don’t create your brand, God does, and the ones who embrace it and sing it and scream it from the rooftops, or in this case, dance it, are the ones who typically generate the most amount of business, at least in real estate. So without further ado, and introduce our guest. This is this guy is very interesting. We just met a couple of minutes ago.

00:04:16:03 – 00:04:58:06

Unknown

I’m looking at all his websites right here. He’s got his own reality show on. He’s a real estate developer, but he’s not just any type of developer. He ties in tap dancing into all of his marketing and the like. It’s fantastic. So I’m interested to speak with you today. Why don’t you go ahead and introduce yourself, tell our guests a little bit about whom you are, what the hell we’re going to talk about today.

00:04:37:12 – 00:04:58:06

Unknown

And I got all kinds of questions for you after that. Okay. Well, hey, man, I’m glad to be on. Excited to be here. I’m here promoting our show rhythm with views. My name’s Atticus Sumner by my stage name. He’s my middle name, Atticus Ray. And so that’s kind of you see a difference in the name. That’s what’s going on there.

00:04:55:14 – 00:05:33:07

Unknown

So that x ray and rhythm with views is the show. And yes, I started off my career as a dancer, just humbly just doing after school type classes and just trying to work my way through college, basically teaching dance. And it was a natural talent. I kind of got it came across easy to me and I just kept progressing and progressing and I found myself, you know, paying my way through school, doing this.

00:05:21:14 – 00:05:51:17

Unknown

Then I had the bright idea one day that what happens if my legs stop working? Or what if I can’t dance and everybody gets older? And so that’s what kind of got me into real estate. I figured that was never going to go away. And we’ve all got to live in a house, so why not learn all about it?

00:05:36:17 – 00:06:10:05

Unknown

And that’s kind of where those two careers kind of met. And I just kept going forward. And when you look at the show, it says Rhythm with views where big construction meets big production and ironically, producing shows and making houses ironically are very similar. You’ve got to get, you know, talent and people together and you create this product from scratch that nobody can see, and you have to make a final product basically out of thin air.

00:06:04:15 – 00:06:27:23

Unknown

And you have to have the vision to do it. And so ironically, they’re very similar that way. So this is I want you guys to unpack what he said there. Right. And every single one of you have an individual brand and just the vast majority. You too scared to bring it out there and bring it out. And your brand is just your personality, right?

00:06:23:20 – 00:06:56:24

Unknown

Like, you can’t fake this. You cannot fake a brand. You have to be it’s so hard, especially like I don’t think you could survive in real estate without creating content anymore. I think in some way, shape or form, you’re creating some type of content, right? And and if you’re not, you’re you’re getting your ass kicked. Let’s be honest.

00:06:40:12 – 00:07:15:15

Unknown

The question, though, is what do how do you create content on it? The number one problem we deal with and the people will be like, What am I going to create content on? I’m boring. Well, it’s not about the business you’re in when you’re creating content, it’s about reminding people you’re the business you’re in through storytelling and through entertainment, through content creation.

00:06:58:12 – 00:07:36:13

Unknown

It when you start just getting up on a soapbox and talking about how many houses usually you sold this month or all that, you’re just whether salesperson chasing a truck and that’s how it is. You have to it’s a people business. So it’s not so much about I create content to tell everyone I’m in real estate, I create content to remind them I’m in real estate for when the time a referral or their direct selling or buying opportunity comes across their desk.

00:07:21:05 – 00:08:06:13

Unknown

My name is the only fucking one they think of. Yeah, well, I think you’re hitting on it. You know, facts tell and stories sell. So, you know, you lay out all these facts and, you know, honestly, you know, in today’s world, I think that just comes across as a brag and nobody likes a beggar. So it’s illegal to make money anymore on social media.

00:07:40:23 – 00:08:06:13

Unknown

Like if you start talking about how much money you made else on your prick right? Yeah. So nobody wants that. Nobody wants to hear it and you’re not getting ahead. You’re probably turning off more people than you’re impressing. Yeah. And let’s face it, the people that are impressed by that are probably not the people that you even want.

00:07:56:06 – 00:08:28:22

Unknown

Okay? And so the genuine people are really not impressed by you just spouting off, you know, Oh, I sold this. I made that look at me. And if you’re going to say, Look at me, I love where you’re going with that, because I struggle with that, you know, trying to almost look ahead to identities. You know, am I a dancer in my real estate?

00:08:14:16 – 00:08:48:20

Unknown

What am I doing? You know, and then hard to separate. Just combine them in a combine. Yeah, I couldn’t I couldn’t hold back. It was like an inevitable force of nature bringing those two together. Yeah. And I was going crazy trying to carve myself up into pieces and do this or do that. And then finally I embraced it and I said, This is who I am.

00:08:33:04 – 00:09:10:18

Unknown

And, and it’s been great. And actually, that led to this show. I mean, I never dreamed of having a reality show, especially about these two characters. But now I can’t imagine not having it. So it really has come together. Nothing bad happens when you create content. Opportunities always come up and none of them usually have to deal with real estate.

00:08:50:22 – 00:09:26:13

Unknown

It’s just what happens. I’ve seen so many people just come across, just so-and-so, somebody that we had a client we were creating content for. And then they got pitched a reality show because her YouTube channel was blown up, right? Oh yeah. We took a guy yesterday I’m working with, I’m creating his content strategy and he’s a Hispanic guy out of DFW area, 75% of his business is towards the Hispanic community, but he’s a musician primarily, so he’s going to become the singing realtor.

00:09:19:23 – 00:09:50:01

Unknown

But it’s I don’t know if I’m going to go La Bamba with it or what we’re going to do, but he’s excited. Like, I’m here in a lowrider. Yeah, you don’t you don’t have open houses anymore. You have open mic nights, right? You don’t have you don’t have like I’m sure in some of your marketing I haven’t checked it all out yet, but I’m sure you’re like tap dancing across a kitchen or something.

00:09:38:14 – 00:10:07:23

Unknown

And some of it is that. Drew Well, actually, in the show we one of the challenges was the director wanted me to take the dancing off the stage and do something, you know, more three dimensional. So we we just literally went out and we were dancing across waterfalls and dancing through the lumber yard and dancing around the construction projects.

00:09:59:12 – 00:10:48:04

Unknown

And, you know, basically taking dance to a whole new level. I mean, it’s already hard enough to do it on an on a regular stage. So, you know, we were actually out, you know, up in the mountains, on the edge, edge of cliffs, dancing across rocks, just taking everything to a whole new level. And I think I think that when you push yourself in any level, anywhere, everything else in your life rises up with you, You know, it’s it doesn’t always have to be on the thing that you’re working on.

00:10:29:12 – 00:11:05:17

Unknown

I mean, just as you begin to push forward in one area, other parts of your life kind of rise up with it. And I find that I inspire myself between both of my careers. You know, I, I push myself in one area and then I push myself in another. And but yeah, he challenged to say, you know, how can we take dance to a whole new level and do something that’s never been done?

00:10:51:21 – 00:11:24:01

Unknown

And I think we accomplished that. It’s hard to come up with new content on a reality show. I mean, it’s all been seen, but this one I genuinely, wholeheartedly feel if you watch the show that you’re going to see stuff you’ve never seen with your eyes before in a way you’ve never seen it, and in a way that is it’s not just about shock value, it’s true entertainment.

00:11:11:19 – 00:11:41:15

Unknown

You know, you’ll walk away feeling more enriched by watching the show and and at the same time, you know, then the background is, yes, I build. Yes, I develop. One of the things we’re going to be specifically rolling out here soon is a program to help people relocate to Tennessee. You know, the full package from A to Z.

00:11:33:17 – 00:11:54:21

Unknown

A lot of people want to do this and they start calling and realizing it’s it’s not as easy to Relocating your family is what you think. You know, You got to sell your house, buy a house, find the property. If you don’t have boots on the ground, you’re you’re trying to do this hundreds of miles away. And there’s a huge need for that.

00:11:49:12 – 00:12:25:24

Unknown

And so I’m finding that niche here in Tennessee. We’ll be rolling out, you know, I’ll come home to Tennessee program where will help people. They’re all coming from Chicago where I’m from. Yeah, yeah. And I mean, you know, I didn’t I didn’t make that. But I see opportunity. I learned to try to step in front of that and what’s a niche that will be carving out what type of real estate are you developing right now because you’re going to get your license as well.

00:12:13:00 – 00:12:45:20

Unknown

So what type of real estate like are you doing? Single Families is doing more projects, duplexes, multi-unit, multifamily. What is your right now? We’re I’ve been doing a lot of building a lot of spec homes and those just kind of speak for themselves. I mean, you know, you get the product done, there’s always somebody waiting to buy it.

00:12:30:22 – 00:13:10:05

Unknown

It’s just not enough homes for people here. I was doing flips, but that market dried up because, I mean, you go to an auction and, you know, the prices go through the roof on these homes. Just, you know, I’m looking at the house thinking my first tools, a bulldozer, you know, and someone’s buying, you know, six figures on this house.

00:12:50:21 – 00:13:28:03

Unknown

And so that didn’t make sense to me. I felt like I could build more equity with with, you know, a new and also there’s such a lack of inventory and there’s a lack of people who can actually build new homes. Believe it or not, there’s just drying up. There’s less those people every day. There’s more people that need a home every day and less people that know how to build one every day.

00:13:11:03 – 00:13:47:00

Unknown

It’s it’s not, you know, so that that’s going to create something in the future. It’s already on its way to where you know it. People that know how to build parts of houses but not the whole house. So have you thought about how you want to do how you want to market this when you get your license? Cause I got all kinds of ideas.

00:13:28:16 – 00:13:47:00

Unknown

I would love to spitball by you and see what you think about them. Yeah, I would love to do that. We can. We can definitely do that. I’ve got the two. I’m going through my 60 hours, you know, the normal course and all that. I’ve held off for years getting my license. I’ve just been busy, but it makes so much more sense now, especially as we’re bringing people here.

00:13:47:00 – 00:14:05:02

Unknown

They’ll need a lot. We’ll need to get a piece of land and all of that. And I feel like if you to help them give the A through Z, I need to just step into that arena as well. So and I do I do have some ideas, but I would love to hear yours and I would just work with tap.

00:14:04:14 – 00:14:20:23

Unknown

I would just tap dance on every listing. That’s all you going to do. So I got it easy. Like just, just tap dance. And you should. You don’t even need sound it. Just do a dance. And every listing the stairs and you’re showing off all the major features. You just have to be the dancing realtor that’ll take off.

00:14:17:20 – 00:14:39:20

Unknown

I love that you’re building homes. If you do neighborhoods, I would. I would relate to neighbor to some kind of production type thing. That’s our next, right? Yes, we’re working on that. That’s fine, because you got elements. Take a while. But yes, you could. I think with that type of brand, it’s exciting to buy into. So you’re buying like the people.

00:14:33:23 – 00:14:58:21

Unknown

You’ll probably max dollar on that if you bring it the right way. Those communities nice I love the dance thing that’s like you could do so much stuff with this So think about you guys like how many other people? One He’s got a value add in the fact that he’s a developer, so he’s got a lot of skills.

00:14:48:23 – 00:15:17:11

Unknown

The average agent doesn’t. He’s, he’s not going into real estate then going into development. He’s going the other way. He’s going in from development, is going in the real estate. My guess is because that he sees like the nincompoop job that 90% of the agents do out there. Realistically. Okay. I just I’m not I don’t like to talk trash, but I mean, it’s I mean, I’m not trying to, you know what I’m saying?

00:15:08:19 – 00:15:34:17

Unknown

But I’m not here to knock anybody. But I have said on both sides of the table, I’ve seen, you know what you’re saying? Not many agents sit on the side of the table. I’ve been on. And until you’ve worn every shoe, we’ve been on every side of the equation, you really can’t speak to what is needed. Okay. You can think what you think people need, but until you’ve said in that side.

00:15:33:04 – 00:15:52:06

Unknown

So I’ve been a personal buffer. I built the homes, I’ve sold them, you know, I’ve had to do it all. I’ve I’ve been on every part of the equation. And now I feel like just sitting in to the agent side of it, I’ll be able to bring together a package that your average agent, I don’t believe will be able to do.

00:15:51:02 – 00:16:12:24

Unknown

Yeah, I would. Literally every time you have a closing, I would just do a quick reel and just tap dance across the closing table. Like just that alone would be great. You know it. That’s a simple ten second video. You could just shoot on the spot that’ll crush it. Yeah, everything about it. So, like, I love to, like, client events.

00:16:09:24 – 00:16:31:18

Unknown

You probably have some client events. You have you do dance offs. Like, very like I was going to do I was going to do a listening video was on. Have you ever seen Zoolander? Yes. Yeah. So you know how they do. You know how they do the dance off in the show? Yeah. Yeah. So I was we were we didn’t we had it scripted and everything.

00:16:28:01 – 00:17:01:09

Unknown

I wish we would have finished it, but we never got it. But it was going to be sort of like that, a dance off in the house. And we were really just comparing which house said the nicest features. But the point is, guys, that you’re just taking story and personality and tying it into your marketing because which one is going to stick out more, right?

00:16:43:22 – 00:17:26:17

Unknown

The guy who’s tap dancing across the kitchen or just the agent’s like, check out this kitchen. It’s got granite, stainless steel, right? It’s what every agent says, Right. So at the end of the day, you guys, it’s just more about sticking out the people who watch your content will decide whether or not they’re going to hire you, not you.

00:17:02:19 – 00:17:26:17

Unknown

That That’s right. Yeah. And you, you know, you hit a pet peeve of mine. I’ll you know, we’ll be in the house and an agent walk through and they’ll say they’ll open a door. I go, This is the bathroom. It’s like, okay, that’s you know, that’s it, you know? Yeah, I think everyone knows where the toilet is, you know, So.

00:17:21:20 – 00:17:45:11

Unknown

So yeah, I mean, I think that’s kind of where, you know, just, you know, having that extra value add where you’re not just saying the same thing that everybody else is saying that you can see with your own eyes. I mean, tell me something about that bathroom. I mean, I know I can see it’s a bathroom, but what’s special about it?

00:17:40:10 – 00:18:06:11

Unknown

Is it two feet bigger than normal? Is it you know, it’s got you know, is the toilet extra long? I mean, you got you got to have something, right? You don’t just wait out the obvious, you know. And I think that’s kind of where, you know, and again, I don’t really see I’ve worked with a lot of great agents.

00:17:57:16 – 00:18:28:21

Unknown

A lot of great folks have been on my team. But I’m just trying to get that whole entire package because I think we’ll be catering to a lot of people who, like myself, moved, you know, a thousand miles. And when you go through a journey like that, it crushes families. I mean, I watch it happen all the time.

00:18:15:05 – 00:18:49:16

Unknown

I mean, they’re just not I’ve done it for it. They’re not prepared for what it takes to move. And you call a real estate agent and their job is to maybe find you a lot, maybe hook you up with a builder. But they can’t vouch for that builder. They can’t see You want to do the whole package from from build and your build to suit like from the whole entire thing.

00:18:35:23 – 00:19:08:17

Unknown

That’s probably a really good opportunity because I have a I made the cross-country move to San Diego from Chicago and that was a pain in the ass. It’s not easy. People don’t realize how hard that is and they get into it and they, you know, the ones who are a little more savvy, maybe they bought houses, built houses, done that before.

00:18:54:17 – 00:19:26:12

Unknown

You know, they’re able to weather that a little differently. Maybe if they’ve got the extra cash they can build ahead and then move on and all that. But for your average family, they’re just not prepared for what it’s going to take to make that journey. And I feel like that’ll be a niche that will shine out here in Tennessee and also just, you know, you’re hitting on a lot of things, but being being somebody, especially in real estate, you know, people spend their whole lives acquiring this wealth to buy this house.

00:19:24:08 – 00:19:49:17

Unknown

Okay? And, you know, as an agent or as somebody selling, you know, we just look at it as a product. But to the buyer, they might have they might have 40 or 50 years of savings of their entire life and blood, sweat and tears that went into this, you know. And so are you the person that they can hand $50,000 to or $100,000 to and feel like it’s in good hands?

00:19:49:16 – 00:20:16:21

Unknown

I mean, this isn’t just a product. This is a person’s entire life that they’re moving money around, selling the house they live in could be you know, it could have taken them 30 years to pay that house off. So I don’t think a lot of people think of that in this business much. They just think of it as a product.

00:20:08:10 – 00:20:37:15

Unknown

And I’m making money and my killings were great. And look at me and blah, blah, blah. But at the end of the day, these customers, it’s their whole life is on the line for many of them. So I noticed he also has a this is pretty cool. I’m looking at one of your websites here and you have a 30 day tap challenge.

00:20:29:10 – 00:20:53:24

Unknown

Looks like your passion here is to child obesity. Is that correct? Yeah, that’s kind of my give back. I’ve always done after school programs and one of the initiatives we’re getting ready to roll out here soon, it’s not quite active. Hopefully it’ll be active by the time this podcast airs, but we’re going to be starting a 30 day challenge multi to create awareness.

00:20:51:20 – 00:21:18:01

Unknown

My goal is to create an initiative of 1 million taps for 1 million kids and I would like to use my dance career and my real estate career as I travel and promote do podcasts and to begin to create awareness that, you know, beyond our business and beyond ourselves, there are greater needs out there and those needs are the children they need.

00:21:12:15 – 00:21:47:11

Unknown

They need us. They need afterschool programs to keep them out of trouble off the streets. They need better health, they need focus. I mean, the list goes on and on and on. And I just don’t feel like I could just ignore that. No, I love it. Just another idea here. Like when you have a brand, it’s easy to market you guys.

00:21:31:16 – 00:22:08:07

Unknown

It’s got so many different angles here. But if he’s already has a foundation, I would create a give back program with your real estate career and give back 10% towards that foundation. And I would never market the actual real estate for sale. I’d market the good it does when they work with you. So that’s a non brother. That’s kind of where I was going to go.

00:21:49:11 – 00:22:36:02

Unknown

And you’re gonna think it’s a I think it’s a great idea because I love this call people great people will use you. It happens all the time like because they’re like if people you could probably charge someone like on a listing 6% first and another agent will charge and 5% if you’re doing something good with that 6% and you have a give back program where they know you’re giving back to some sort of cause, they’re not going to question your price.

00:22:12:16 – 00:23:07:15

Unknown

And people only question price in the absence of value, passion or something that they’re missing there. And we will all pay more for something we feel that would make us feel better. So if you’re going to take all three of those, that probably be how you you market your program and you’re just part of the idea. I was just the minute you said that, I thought, yeah, you know, I could take about a percent and say, okay, if you buy this house or whatever, you’re going to actually sponsored this whole classroom to get this house.

00:22:39:20 – 00:23:07:15

Unknown

And, you know, and you can even pick the school in your area. You can. And then he said he sends a client back a picture. They put the picture on the wall. That was a fucking billboard. For every day in their life, they’re reminded about their real estate agent, and that’s how it becomes a referral source. I really like you.

00:23:00:14 – 00:23:23:17

Unknown

These are great because that’s where my mind thinks. And sometimes, you know, it’s nice to have somebody else remind you that you’re not. You’re not thinking crazy because you’re not thinking outside the box, you know? Yes. This is you got to always be thinking blue, ocean, blue, ocean, because that’s all that matters in this business. It’s just a popularity contest.

00:23:16:23 – 00:23:40:24

Unknown

And if you’re not different, you’re a commodity. And when you’re a commodity, you don’t get thought about. You get passed over and you get taken advantage of, you know, and and you guys know this. A lot of realtors are commodities. And I don’t feel bad saying that you guys know this. I see your complaints on all the social media threads and whatnot about how bad each other’s agents are, but it’s also the reason why 10% of the agents do 90 or 80% of the business out there.

00:23:41:00 – 00:24:23:03

Unknown

It’s because the ones who actually treat it like a business do very well. The ones who treat it like a part time job or a salesperson do it very sporadically. Yeah, yeah. I would say I would say something that I noticed along the way is kind of going back to I mentioned earlier is when you sit down at that closing table, okay, you have a buyer and that buyer has 30, 40 years, all their savings, they’re putting they’ve got a loan, their name, all their collateral is on the line.

00:24:10:10 – 00:24:44:11

Unknown

Then across the table you got the builder. And the builder has put they’ve taken the risk, they’ve put all the time the energy, their their own money, their materials. They speculated they did all that. Then in comes an agent who has no skin in the game. They haven’t they have nothing in there in terms of that personal commitment.

00:24:31:06 – 00:25:04:16

Unknown

They put a little time in and taken some photos and stuff like that, but they don’t have nearly the level of commitment that those two other parties have at the table. And I think I think this is a word of advice for any agent that you could come into those closings and you could come into these these, you know, deals as with more skin in the game, because you have a business, you’ve got a reputation, you’ve got a future, you’ve got you know, you’ve got to think like that.

00:24:59:01 – 00:25:30:14

Unknown

You have to have skin in the game. People will appreciate you more. You won’t be a commodity if you don’t come across like you’re just there for the check. Dude, I used to spend at least 40 $700 per client, right? And it was a mixture of dinners, drinks, closing gifts. Okay. You know, I would pick them up for showings like just little customer service steps that people don’t do anymore, which is mind boggling to me because the goal is not to sell that person a house.

00:25:30:14 – 00:25:49:17

Unknown

The goal is to sell them five houses over the course of their lifetime and write the referrals around the when their family and yeah, their family and everybody else. But it just it’s just mind boggling how many people just play the short game. And I get it. It’s tough because the business is tough to get started. And so when you need a check, you need a check, right?

00:25:46:16 – 00:26:08:09

Unknown

You need to get that sale done. But if we focused more on just like what we’re talking about here, guys, really is consumer experience, right? We’re talking about the customer journey and how we improve that. And he’s doing it through tap dancing. He’s doing it through givebacks. What are you doing? How are you different? What do what do people really remember about working with you?

00:26:03:23 – 00:26:27:24

Unknown

Because the reason why 80% of people forget their agent’s name after six months is because you make no impact on that transaction whatsoever. Yeah, that’s right. I mean, and that’s something, you know, it’s an awesome opportunity. And the fact that, you know, 99% of everybody out there that’s either going to buy a house or sell a house, I’ve never seen this.

00:26:23:18 – 00:27:00:05

Unknown

Nobody has, you know, a special agent on role Odile. I mean, there’s a speed dial and Rolodex. They don’t have this agent go to. They just when the time comes up, if you’re in front of them, they pick you, you know, I mean, it’s 80% of the time. Yep. They mean 80% of people hire the first agent they meet with.

00:26:46:02 – 00:27:16:14

Unknown

You just shows you it’s top of mind brand awareness. Yep. And so I see opportunity with that because I don’t see somebody who’s like, No, I’ve got a guy I’ve worked with for 30 years, you know, leave me alone. I mean, I just it’s probably one of the best businesses if you really think about it, to to reach out to strangers and have them be like, Great, I’m glad you got a hold of me.

00:27:07:10 – 00:27:43:06

Unknown

I needed somebody like that. You know, it’s yeah, it’s crazy because every other business you got to really I mean, for the amount of dollars too, you’re talking, you’ve got to really earn a lot of trust usually to work your way in and not in real estate. And so I see a lot of opportunity with that to for the long term as well as the short term.

00:27:27:15 – 00:28:00:19

Unknown

But it is a mindset. Yes, sure. Totally. I mean, you’re a restaurant owner. It’s like that’s why restaurant owners who go visit the table still on Friday nights and say hello to all the gas, still crush it. Yeah. You know, is it that hard to do, too? That’s the question is go to hard to do. It’s almost like when we get so disconnected from like and honestly this might even should I’m started thinking about this now but it might be we were everywhere shut down for two years.

00:27:53:15 – 00:28:26:24

Unknown

I’ve seen the difference in people interactions now. Like people were like, I can’t even get people come in the office anymore, you know? And so imagine the difference. Like the person who’s most personable you got to before you could. They have to personally connect with you before they’ll accept you professionally. So you just focus on the personal guys.

00:28:12:16 – 00:28:46:10

Unknown

Quit wearing the suit, tie loosened up. Don’t be such a tight ass. Yeah, yeah. No, you’re right. All the traditions of went out the window. COVID killed that. You know, nothing is going to go back the way it was. I sort of say it’s like the packaging that you get from a new product, you know? Yeah, it all came out of the box.

00:28:31:08 – 00:29:05:23

Unknown

We’re never going to pack it back the way it used to be before COVID. I don’t believe I don’t know it’s ever going to go back to the way it was. No. And so now we’ve got everything’s out of the box. And so, you know, it’s a new world now and that way and but new opportunity because yeah, I was going to say that, you know, all these people are introverts now.

00:28:50:23 – 00:29:25:24

Unknown

They don’t want to talk to you and they want to look as long. So as long as you can get out there and and be a personality and, you know, believe it or not, that’s that’s all those introverts will still want to use somebody who has a personality because they’ll know that that’s the person that’s going to get their house sold.

00:29:06:15 – 00:29:25:24

Unknown

So, yeah, I see it as a wonderful opportunity if you’re willing to step up, you know? Yeah, I agree. This is great, dude. I appreciate you coming on. Why don’t you tell everyone unless you have any other closing thoughts here? I think we know this on the head. I want to want to tell how you guys should check out his show.

00:29:23:04 – 00:29:39:13

Unknown

I’m going check it out this week. And why don’t you tell them a little bit about that and how they can learn more about you. Appreciate that. Yeah, it’s called Rhythm with views. Rhythm because I’m a dancer, views because of the great views down here in Tennessee. And Rhythm with Views is a reality show on Amazon Prime Apple TV Plus.

00:29:39:13 – 00:30:06:05

Unknown

And you can get it on Google Play right now. And we’ll be adding some more streaming platforms soon. Our first episode dropped out and I’m getting ready to actually start to go around the country and promote that. My major message that I’m really trying to let people know the shows where big construction meets big production. And so you’ll get to come on there and see some fantastic, you know, dance scenes and things that you’ve never really seen on a reality show.

00:30:06:05 – 00:30:23:18

Unknown

But it’s mixed in with following my real estate career. Just some tips. It’s not a it’s not a you know, a learn how to show. It’s just going to kind of take you through some of the what I’m doing and give you some tips and some advice along the way. Generally good stuff to have and this a lot of fun.

00:30:23:18 – 00:30:49:23

Unknown

So yeah, I encourage you to watch it. And I also want to let everyone know that, you know, my message is that you can tap your potential. I started off with, you know, leg braces and asthma and was really would never even imagined that I would become a world class dancer. Here I am today. So it’s a story of overcoming and everybody has potential and everybody needs to learn how to tap that potential.

00:30:49:23 – 00:31:09:09

Unknown

And I just want to encourage you to make now the time to do that and to go check out the show, watch me dance across the waterfall, and hopefully have your mind blown, but at the same time be inspired to make now the time for your life to do something special with what you’re doing. And so you can find me on all the social media as rhythm with views.

00:31:09:09 – 00:31:28:13

Unknown

Or you can go to my social media as Atticus. Rea. Appreciate it, man. We appreciate you guys listening. Another episode of the Real Estate Marketing Dude podcast. If you guys want to visit, learn more about us. So once you go check out WW dot sweet assist dot com, we help you stay in front of the database through social media, video, email and direct mail in less than a couple hours a month is all you need.

00:31:28:22 – 00:31:48:20

Unknown

But if you’re sick of people forgetting you’re in real estate, you need to check that out. We’ll see you guys next week. Piece All right. You do. Thank you for watching. Another episode of the Real Estate Marketing Do podcast. If you need help with video or finding out what your brand is. Visit our website at WW dot Real Estate Marketing dude dot com.

00:31:48:23 – 00:32:04:13

Unknown

Educate, Nurture, Convert (ft. Mark Sullivan)

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Education content is boring, we all know it. But how can we use it to cultivate an audience and improve our brand image.

Resource

Mark’s Website

Get a Copy of Zach’s Book

Transcript:

00:00:02:07 – 00:01:05:13

Unknown

Tell the editor your name and the website that we’re going to put in the show notes here. My name is Mark Sullivan and the website is Homeowner Dash Handbooks. Who are you ready to rock? Yes, to anyone.

00:01:09:21 – 00:01:28:18

Unknown

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Webmaster Real Estate Marketing Dave and this podcast is all about building a strong personal brand. People have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them.

00:01:28:23 – 00:01:37:23

Unknown

Let’s get started.

00:01:41:03 – 00:01:58:20

Unknown

What’s up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude Podcast. Folks we’re going to be chatting about today is and I’m basically going to dedicate the rest of this year to is being different, standing out, getting ahead, doing things differently. You’re going to have to work a little bit harder in this type of marketplace.

00:01:58:20 – 00:02:16:02

Unknown

And because of that, I mean, you’re going to do things that you probably weren’t used to doing. And when the market shifts, you have to shift with it. The ones who will stay and remain complacent are the ones who get their ass kicked in times like these. But on the flip side of that, I don’t mean to be all doom and gloom because there’s nothing but opportunity in shifts like this as well.

00:02:16:02 – 00:02:32:21

Unknown

At the same time. And it’s only during a shift that you really build share market share, you build brand, you build huge opportunity because the shifts are when businesses are made really it’s very hard to get ahead when everything is going well and everyone else is crushing it around you. But it’s very easy to get ahead when nobody else is.

00:02:33:02 – 00:02:50:19

Unknown

But you need to know where that opportunity is going to be at so we’re going to, you know, going forward, this is the second half of the year in 2014 and dedicate the rest of the year to sort of just standing out better serving. How do you become a better agent, a better lender? Why should people shoot, you know, choose, use what makes your shit not stink?

00:02:51:12 – 00:03:10:20

Unknown

Why are you the bottom? Why do people need to call you like that’s a week? That’s that. That’s what we want to chat about. So I’m bringing on a past client friend, known him for a couple of years and he’s a mortgage broker right now and you know, obviously mortgage brokerage business is down across the board. Right. So, however, he didn’t stop.

00:03:10:20 – 00:03:30:00

Unknown

He kept working harder and harder. And I seen him working on this project that he’s been building and whatnot, and I want him to come share his experience. But in short, what we’re going to be chatting about today is how do you use education and how does that work within the buying cycle? A lot of times I see a lot of realtors try to create content and they try to create education, but it just falls on deaf ears.

00:03:30:00 – 00:03:46:23

Unknown

It never really works. They make a video or they make a post. They do it on Facebook and then it dies in the newsfeed and everyone forgot who the fuck they were or what the fuck they talked about. So how do you leverage education to convert, attract and get more business ultimately? So without further ado, let’s go ahead and introduce our guest, Mr. Mark Sullivan.

00:03:46:23 – 00:04:16:08

Unknown

What’s up, Mark? Hey, what’s going on? Mike Thanks for having me. Why don’t you tell everybody a little bit about who the hell you are, where you at, and what are we going to be talking about today? Yeah, absolutely. My name is Mark Sullivan. I run a mortgage team out of Nashville, Tennessee, licensed in most of the Southeast and eight different states and built my business on the back of educating clients.

00:04:16:08 – 00:04:43:23

Unknown

Right. Making sure that my clients, my clients stuck with me because of the education that I provide and the value that that I provide to my clients. So tell me about you. Obviously, you do a lot with real estate agents, I’m assuming. Right. So you work with a lot of real estate agents and I’ve never really it’s crazy because we create a lot of videos, guys.

00:04:43:23 – 00:05:00:16

Unknown

We’ve done over 4000 videos like a scene every type of video could possibly create about real estate in space. And I can tell you that when you’re creating videos on education, they’re usually the least engaged pieces of content that you’ll create, right? So if I create a video on the home buying process, I might get like ten views on that thing, right?

00:05:00:22 – 00:05:22:04

Unknown

But if I create a video about me dancing in a in an elf outfit at a listing, I’m going to get like 30 500,000 views on that video. But why is there a difference in content and it’s not that one’s bad or the other, it’s just on you need to know. On how to use the content. Some of the most important content that you guys should have and everyone should have is education about why the fuck you’re an expert?

00:05:22:11 – 00:05:44:24

Unknown

Like Who the fuck are you and why should I let you tell me what to do on the largest investment of my house or in my lifetime in educational content is what we call core content. Core content is there. Everyone needs it. You have to have you imagine a hotel not having pictures of their pool and it’s a resort online, right?

00:05:45:00 – 00:06:05:16

Unknown

Yeah, right. Exactly. No entities. That is their core content. Right. And you got to look at like from any other business, it’s just go around other businesses just so you guys get in the right mindset because the question I’m going to ask yourself while I’m walking through these examples is if you visited your website, would you fucking hire you seriously, look at your own website and be like, Dude, would you would I hire myself?

00:06:05:16 – 00:06:26:22

Unknown

Like, Seriously, what are my site actually tells people I’m an expert and why should they trust me? Because I’m a realtor. No one cares, right? That’s where education comes in. So although it isn’t like the most sexy type of content to create, it’s the stuff you use over and over again with every single client. No one cares that your license, only one cares.

00:06:26:22 – 00:06:46:24

Unknown

Is that your what you could do with the license? So how are you using education in your process? Like obviously you’re more on the buy side, but talk to me about that. What do you do education wise? How do you leverage education to enhance the experience? But more importantly, make realtors look like freaking badasses because that’s ultimately like your secret sauce, right?

00:06:47:14 – 00:07:14:16

Unknown

Right. Right, exactly. And the difference I think the difference between the two videos, you know, the examples that you gave was the video’s for entertainment purposes. Right. And the the education the education is more targeted. Right. You’re shooting for a specific person that you’re talking to and you’re a specific audience that you’re targeting things to. And so what we try to do is we find we find people where they’re at in the process.

00:07:14:16 – 00:07:36:22

Unknown

And when you have a whole when you have a whole learning center or a whole library of educate, then it doesn’t matter where I find that person, I know where to place them. Right. If they if they’re a renter, I know. I know to put education in front of them, that will make them a first time homebuyer if if their objection is that they have a low credit score.

00:07:37:05 – 00:07:58:00

Unknown

I’ve got tons of credit score education material that I can put in front of these people. And, you know, they can consume at their own at their own pace and and start fixing their credit score. Right. If somebody comes up to me and says, you know, I get introduce somebody, hey, Mark’s in the mortgage business. I’m like, Oh, yeah, I just bought a house for four months ago.

00:07:58:00 – 00:08:17:01

Unknown

Right? That’s that’s like the ultimate thing for anybody to tell you, because they know that, you know, I’m not going to try to start selling them a mortgage or a real estate agent isn’t going to start selling them a house because they just bought one. Right. That they’re in the safe zone. But I go, okay, that’s great. Hey, my clients, whenever my clients close, I always give them a gift.

00:08:17:11 – 00:08:42:18

Unknown

And this gift is the homeowner handbook and it’s a learning center. And half of it, not half of it, but a lot of it is based around being a great homeowner. I’d like to give this to you. Right. And that’s that’s usually where I leave it. But I hand that to them. I sign them up. They get a whole bunch of great value home maintenance videos about how to be an awesome homeowner and how to maintain their home.

00:08:42:23 – 00:09:03:04

Unknown

And at least instead of saying, Oh, great, congratulations on closing your house four months ago, now I’m going to be in front of that person educating them on how to be a homeowner so that whenever I guess in the mortgage world, whenever the rates go down, they’ve already been been listening to me or whenever they’re ready to buy a new house that they know that they need to come to me for a preapproval.

00:09:04:15 – 00:09:25:12

Unknown

It’s a powerful thing because we all know that there’s NAR stats out there that say that, you know, 87% of people say that they’ll use their real estate agent again, but only 27% of them actually do the right thing. It’s even less than that. Yeah. Yeah, that’s crazy. Yeah, it’s crazy. It’s crazy because there’s no power. All right.

00:09:25:12 – 00:09:49:03

Unknown

So well, I think the main point that the main point that I try to drive home is that when you have a robust learning center or I have a library of education, that there’s nobody that you can meet out there that you can’t slide into your environment and start educating them. If it’s not right now for the future, yes, love it.

00:09:50:02 – 00:10:10:18

Unknown

Here’s what happens realistically. Like no one hears from anyone after they close. And like, it’s funny because, you know, when you especially on the buy side, like your work or the client, you almost become friends with them. Like you have intimate conversations in the car, you’re laughing together and whatnot. They’re emotional, especially when there’s like a couple. I mean, I used to go out to dinner with all my clients.

00:10:10:18 – 00:10:24:16

Unknown

I was like sort of my secret. I would get them drunk and I’m like, they’re you can ever cheat on me with anyone else. They’re going to close all up. They’re going all the way to the closing table. But that was I built a relationship. We go out to dinner, I would invest 3 to $400 per client just through dinners and whatnot.

00:10:24:23 – 00:10:43:17

Unknown

And I did that strategically because I wasn’t in it for their direct business. I was in it for the referral business because every single person they know they can refer me to. And that client experience is like what we’re sort of talking about here. But Mark’s taking it to a new level. What he’s saying is like, All right, great, let’s not only use education within the client like service.

00:10:43:17 – 00:11:09:22

Unknown

That’s how everybody uses it, right? But how do we stay in front of them and continue to add value without being a douchey real estate agent saying, Hey, do you got a referral for me? Hey, do you have a referral for me? Hey, do you have referrals from me? Oh, don’t forget, I’m in real estate. Hey, by the way, you get the latest market update, real estate market news, you can’t if you guys just talk about real estate and buying and selling and self-serving interest with your database, they’re going to tune you out because no one wants to talk about real estate listing in the market to buy it.

00:11:10:08 – 00:11:32:00

Unknown

Sorry, HGTV does a good enough job for that, so they’re going to watch that real estate content over yours any day. So don’t try to compete, but doesn’t mean you don’t stay in touch. How are you doing that? And like, do you have like a frequencies or touch schedule? So if someone closes on a house, you give them your homeowner handbook, they take the homeowner handbook.

00:11:32:00 – 00:11:51:13

Unknown

And that’s basically like, okay, here’s how you save money, I’m guessing on like solar or this, and here’s how you do this and here’s how you do that and so on and so on. Yeah, sure. So the people that are going into the closing table, it all depends on how they enter the handbook. So we have the the homeowner handbook is a learning center.

00:11:51:13 – 00:12:12:12

Unknown

It’s a library of videos and it also comes with a CRM, right? So it depends on when they enter the handbook whether if they entered as a first time homebuyer, they’re going to they’re going to start a campaign. We’re going to start a campaign for them. That’s going to just talk about homebuying. It’s going to talk about being prepared for financing.

00:12:12:18 – 00:12:33:19

Unknown

It’s going to be talk about things you want to think about when when buying a home, you know, then it’s going to talk and it’s also going to talk about credit score and things like that. Things you need to do to get ready for us. But if you’re if you’ve just closed, like, say you want to my clients and you know, and or say your, you know, say a friend of mine, you know, that everybody gets right.

00:12:33:24 – 00:12:54:01

Unknown

I just you know, I just saw a Facebook, a friend of mine closed on their house and it didn’t use me. Right. So, hey, you know, here’s a gift, you know, happy closing day and they get the handbook and they’re entering as a homeowner, right? So they’re going to enter it as, hey, congratulations. They’re not going to get homeownership videos because that doesn’t apply to them.

00:12:54:06 – 00:13:23:06

Unknown

But they’re going to get is they’re going to get is hey, it’s summer. Now here’s your list of things you need to do to maintain your home for summer. Right? Here’s here’s a, you know, here’s how to, you know, replace, you know, your your your filter in your dishwasher and things like that where honestly, a majority of the homebuyers, you know, first time homebuyers for sure, that are in their low thirties, most of them have no idea that their dishwasher, even has a has a filter in it.

00:13:23:06 – 00:13:41:22

Unknown

Right. It’s little things like that that we’re educating them a little bit further. So they’re Oh wow. I didn’t even think about that before. Yeah, that’s a value. It’s a value added way to stay in touch. It isn’t self-serving. This is how content works. You guys like we’re talking about content, education, it’s all content. Like we have to create something.

00:13:41:22 – 00:13:56:16

Unknown

You have to create something to stay in touch, to stay present. Because if you’re not somebody else’s, I mean, that’s just how simple it is. That’s that’s why those stats go like 80% of people would love to work with you again, but they just forget who you exist, who the hell you are. I mean, that’s just the reality of it.

00:13:57:00 – 00:14:16:09

Unknown

You can never build any type of brand without staying in touch with people, whether it’s people you’re just friends with their family that haven’t transacted with you or the ones you have. It doesn’t matter. You have to always be marketing wherever you’re at. I like to say ABR always be reminding wherever you’re at because you never know where the next deal is going to come from.

00:14:18:00 – 00:14:44:10

Unknown

Just think about from this point of view. There’s a reason and we’re not telling you anything that no one knows. I’m trying to get out of your head is why aren’t you doing this? Because there’s not a business in the world that doesn’t have an email list. Like I just signed up. I went to visit on a vacation last weekend to Huntington Beach with my family, and Hilton’s already sent me like four freaking offers or hi, wherever the fuck I was out, they said I got like four vacation things.

00:14:44:11 – 00:14:59:00

Unknown

I’m like, I’m like, close to pulling the trigger on another one. They’re staying in touch with me. I could tell what they did at the hotel last week. I’m like, Oh, cool shit. I wish we had went there this weekend. None of it is self-serving. It’s just sort of like value added, right? So and that happens with any business.

00:14:59:00 – 00:15:19:21

Unknown

If you go to Home Depot, they start sending you coupons because a retailer has a version of value to their customer base as a discount. It’s all shit. So what’s your value base? What are you going to do? What are you going to give as a real estate agent or a lender? Even when you give give them tips, that’s your expertize that positions you as the expert.

00:15:19:21 – 00:15:46:04

Unknown

What is it like? How often do people stay in touch? I have like I’m all about staying in touch with people. That’s my whole thing. So what are you guys doing? What do you see works best of actual. I you know I think this day and age actual value right it’s less about how often unless somebody raised their hand and said, hey, I want to buy right now and then, you know, then you kick it into high gear and trying to stay in touch with somebody.

00:15:46:04 – 00:16:13:05

Unknown

But I think it’s less about how often and how much value you’re delivering. Like there’s there’s only there’s only so many checking cash story recipes or happy girl cheese day, you know, kind of emails that you can send out. Like they don’t nobody cares about that. But when you send something of value that they’ve even if they only read it for 15 seconds, you know, they, they decided they stopped what they were doing in their day to read what, what you provided.

00:16:13:07 – 00:16:44:05

Unknown

Right. And I think it’s value whether it’s whether, you know, twice a week, once a month, I think that matters less. And in the buying cycle, especially the first time homebuyer, you’re buying cycles 12, 24 months. Right. It’s just that most agents and loan officers don’t realize that because we tend to enter the buying cycle on that last 10%, you know, when they’re when they’re one or two months away and they’ve been learning for for 12 to 16 months already.

00:16:45:06 – 00:17:03:09

Unknown

So it’s something then that we don’t really think about. And honestly, most people are only equipped to provide the value that, you know, that they’re equipped of about it. So if I’m a loan officer, I’ve got financing videos, or if I’m a real estate agent, I’ve got, you know, things you can do to buy a home videos, right?

00:17:03:09 – 00:17:24:07

Unknown

But if you team up like we’ve done here with the handbook and have experts from every sector educating on it, then then you can focus on what you do best and let the other experts that you’ve partnered with focus on what they do best. And I think it’s I think the answer is value for sure. Yeah. That the other option is entertainment.

00:17:24:07 – 00:17:38:14

Unknown

If you can make people laugh, but reality is most aren’t that funny. So that’s a that unless you’re you know, you’ve got to have or entertaining content. That’s where video comes in and then you’ve got to get editors and all that stuff. So you got to get one or get a couple other mortgage people all over the country.

00:17:38:14 – 00:17:56:17

Unknown

And I can promise you most of us are funny. So there’s different categories of content or call it learning centers. I’ll give you guys another example. I remember my old website. I know what happened with it, but my server’s down. But I had a concept. It was just nothing. But it was a homeowner handbook as a freaking encyclopedia, Chicago real estate.

00:17:57:07 – 00:18:15:16

Unknown

And I would just blog and write and write, but I would always repurpose. So I had a page on the site How to sell your house without a realtor. And that whole page was like a course on how to sell your house without a real estate agent. I gave them the local Chicago Association realtor contracts. I gave them the disclosures, I gave them my inspector.

00:18:16:12 – 00:18:35:04

Unknown

I gave them everything to do the job without them, even my photographer, my videographer. And I gave him my whole checklist of everything. We do it marketing wise. So the reason for that is that I’m not scared to share everything and anything. Like I’ll share all content. That’s my share. I’ll give you everything because I know that you need me to fulfill some of it.

00:18:35:04 – 00:18:50:17

Unknown

That’s always been my sales strategy. So when I have a for sale by owner, what would I do? Do you think they want to talk to a real estate agent? Mark No. Yeah, that’s why they’re for sale by owner, bro. They fucking hate you. They hate you guys. All right, so. But yeah, I would try for some of that.

00:18:50:17 – 00:19:08:03

Unknown

Oh, that’s fantastic. You know what? I just put a I basically have a gun for sale by owner course on my website. I’m happy to share with you to give you the contracts and all this stuff. I’m going to send it to you and we hang up. And the only thing I want to ask is that if you do have to hire somebody, I would love, you know that to be me or at least give me a shot.

00:19:08:03 – 00:19:23:01

Unknown

But at the same time, if you’re going to sell your house without a realtor, I’d love be the person to show you how. And boom, they’re like, What the fuck you say? And then you just you completely mind fuck them because you got to go backwards with it, right? And then they’re like, Whoa, so you’re not trying to sell me?

00:19:23:01 – 00:19:39:16

Unknown

You’re trying to help me. I can’t tell you how many times that works because if you if you really break it down, everyone assumes I’m going to do this, but I do the opposite. And then, boom, I have them. That was my hooker, my attention getter. But I at least had an excuse to stay in touch. I used to argue that people like I’d never would go.

00:19:39:18 – 00:20:07:02

Unknown

Why would you go after for sale by owner for the listing instead? I’d go after them to buy their next house. And then you should. If you build a relationship that angle, get the listing in a much easier way because you’re not coming at it as self-serving interest. So think outside the box you guys like. And the other thing too is that when people have a very good experience with you, they refer you and no differently than you refer restaurant.

00:20:07:02 – 00:20:27:24

Unknown

You beat that or whatever it is. If they have a shitty experience with you, they don’t refer you. They detract business from you because they tell their friends about how bad you are. That happens all the time. What kind of categories of content or would you call it learning centers? Do you see you’ve named a couple first time homebuyer, so maybe you missed.

00:20:28:01 – 00:20:52:02

Unknown

We have we have homebuying. We have homebuying which which right now is financing and real estate side income is they work they work together so well that we had a hard time separating that. But we have credit score. We are, I think, most of the most popular part of credit score is we have a seven part video series on the seven misconceptions of credit.

00:20:52:10 – 00:21:16:00

Unknown

Right and home maintenance is the is is in the top three right. And that’s that’s after you already own the home. These are things you need to know about, you know, yada, yada. We talk about home inspections. Home inspections is one of those things my brother and a co-founder of of the him but is a home inspector and one thing and my dad’s a home inspector.

00:21:16:00 – 00:21:36:13

Unknown

So like like I know I know how important home inspections are. And I think that a lot of people go into the transaction not understanding, you know, anything at all about what that home inspection supposed to do other than they were told by their real estate agent, you need a home inspection, right? You need to get a homosexual.

00:21:36:14 – 00:22:03:24

Unknown

This kind of breaks down. These are things that you should expect from your home and home inspector. These are things you should expect. The day of this is how to read a report. Right. This is I think the most important thing is this is what you should take away from the report. Right. And these are you know, these are all things that I think if if your client was more educated about the home inspection process, I think it makes all I think it makes the whole process less stressful, right?

00:22:03:24 – 00:22:26:22

Unknown

Yeah. Because I mean, anything anything that you do, you’re more you’re more stressed about things you don’t know that are approaching than things you are a little more educated on that are approaching. Right. I mean, if you take a if you take an hour drive to someplace, you’ve never been that out. That drive there seems like three times longer than that.

00:22:26:22 – 00:22:49:02

Unknown

Our drive back, because you’re you’re going over a road that you’ve already traveled now and there’s less of the in your mind going, okay, what’s going to happen next? What, you know, where am I going? And unfortunately, that’s where that’s where a lot of home buyers and that’s how a lot of homebuyers navigate the homebuying process. And they’re like, where am I going?

00:22:49:02 – 00:23:16:02

Unknown

You know, we also have an insurance module where it just kind of breaks down. It kind of breaks down homeowner’s insurance. We’re going to expand that a little bit more. But obviously, that’s what’s important in the homebuying process. And and a refinance process or homeownership process. So just knowing honestly, I don’t know a ton I didn’t know a ton about my first homeowner’s insurance policy.

00:23:16:02 – 00:23:43:10

Unknown

Right. It just so much numbers your coverage you’re covered for $500,000 of this, you know, $300,000 of this. But you don’t know what any of that’s going to. And this kind of helps break that down so that, you know, to go to your agent and ask the right questions that I think a lot of times during the process, people just go for the lowest quote always and then they find out like we had in Nashville, we had tornadoes come through.

00:23:43:10 – 00:24:07:19

Unknown

They had I don’t know, is it five or six years ago? And it just leveled leveled sections of a town called Mount Juliet. And we had people I had a few clients that bought a house, had their house completely, completely leveled. Two different clients. One had the house completely rebuilt. That ended up being worth $150,000 more than the house that they bought.

00:24:08:04 – 00:24:33:02

Unknown

And another one barely was able. They had to come out of pocket, and it was a struggle for them to even begin rebuilding that house. And there was it was the same storm, two different insurance companies and two different insurance policies. It has a completely different experience because one was prepared and one wasn’t. Yeah. Yep. And so that’s basically the gist.

00:24:33:06 – 00:24:54:21

Unknown

We have a title module as well. The title module is just mainly to say what is title insurance? Because I bet 80% of the people listening to your podcast right now, even though they’re loan officers and real estate agents, really have no clue what title insurance is. So it goes through that, Hey, what’s the role of the title company?

00:24:54:21 – 00:25:13:08

Unknown

What are they going to do? What do you expect when you when you when you hear from them and and things like that? Some of these modules, people aren’t even going to open, right. Unless they’re really dedicated to knowing everything about the process. Right. But the fact that it’s there is the important aspect of things in my opinion.

00:25:13:18 – 00:25:31:23

Unknown

Well, yeah, it’s most and no one will remember. Like even when they see it, they’ll just remember that you have it. So it’s like if you have two different people and you have one person who has all of this, like collateral call it, and one person that just shows up and they have like a their outfit on and a good smile and you walk away and they give it to Bolton.

00:25:31:23 – 00:25:51:02

Unknown

It’s about making that impression. So, yes, 100%. It’s about the and the consumer experience and then the educating them on the process. But the touch points along the way are what are very key because I’m I think the whole damn business is about experience, consumer experience, because those are all selling the same shit, like everyone has the same products and services.

00:25:51:12 – 00:26:10:13

Unknown

The only difference between all of us is, okay, how is that person delivering those products and services right now? That’s why we have owner advocate, for example, we have multiple seller options where we’re talking a lot on the buy side. But, you know, we have a process we call owner advocate and on the sell side of that, we give them six or seven different ways to sell their properties.

00:26:10:24 – 00:26:29:23

Unknown

So very same concept just through education and all that is how we’re converting and attracting seller leads. So but here’s the point, though. This is your opportune idea to do something different if you don’t have your own. Like if you don’t have content that shows people you’re the expert, then are you really the expert? As my whole combatant?

00:26:29:23 – 00:26:51:12

Unknown

And then why don’t you have that content? We used to do these. We’re not doing them anymore. But there’s many people you could hire or services like Marks has a service can that you guys can utilize with the homeowner handbook. But there’s no excuse to not have this shit. Like these are basic sales tools you’re not having. Your education is like a restaurant, not having a recipe that they cook every single day.

00:26:51:19 – 00:27:16:07

Unknown

Same damn thing. Mark, any closing thoughts on here? And we’ll get this wrapped up. Yeah, a few one. I’ll take a I guess I’ll take a page out of your I’ll take a page out of your handbook and you know, say that, you know, whenever you’re talking about your sphere of influence and you’re talking about like 10% of people that you know are going to move this year.

00:27:16:14 – 00:27:42:22

Unknown

Right. And the important thing is 10% of the people that they know that your friends know are going to move this year. Right. So it’s all about controlling that sphere of influence. Don’t if you put yourself where you’re just self-serving. Right. And you’re just salesy, salesy sales that nobody wants to refer to that it. Right. Because when when it’s when it’s friend, a friend, they want to help, right?

00:27:42:22 – 00:28:05:05

Unknown

They want to lead with a helping hand. So friend a, you know, your friend Cody wants to help his friend John buy a house or wants to help, but he didn’t. But Cody doesn’t know anything about home buying, but he’s. He’s in the homeowner handbook, so you can say, Hey, let me share this with you and I’ll give you a bunch of education that will help you at least, you know, start to navigate what you’re looking for.

00:28:05:07 – 00:28:26:19

Unknown

Right? That’s something that a friend would love to share with another friend and help get you down that path we offer for those. There’s a lot of people in our industry that are afraid of a video camera. I shouldn’t say afraid. They just don’t want to do it. That’s not part of that’s not they haven’t they haven’t devoted that part to their business plan.

00:28:26:19 – 00:28:50:08

Unknown

That’s that’s fine. We’ve got that solution for you where you can just leverage our videos. We also have a solution where you’re creating your own content, you’re putting your own content into your own learning center where you can take when you want. You can take control of that process, and instead of them listening to somebody else talk, they’re listening to you talk and making you more of an authority.

00:28:51:00 – 00:29:11:14

Unknown

But again, if that’s not that’s not up your alley. If you’re not comfortable on camera, use our videos. And then the CRM that’s attached to the handbook. Let the CRM that CRM is coming from you. Right? Those emails are coming from you. Those texts are coming from you. And all of that value is going to have is going to have you branded on it.

00:29:11:18 – 00:29:45:02

Unknown

You’re branded on the learning center. It’d be homeowner dash handbook you’re slash you know dot com slash your name handbook and your picture on it so this is something for everybody and it’s something to just to get education out there because the last thing you want your future prospect doing is being out there on Google Learning most mostly wrong information from sources that are going to take their information and sell them out.

00:29:45:02 – 00:30:10:17

Unknown

But why don’t you tell them if you guys are interested in learning more about Homeowner Handbook, tell them what the website was just so they can find out. Yeah, for sure. We actually have a special site just for you. It’s homeowner dash handbook dot com slash sweet assist where you go. If you go there if you go there the landing page, it’ll tell you.

00:30:10:17 – 00:30:30:16

Unknown

It will remind you what the code is. But you get 50% off if you use the code suite, assist you fit yourself the starter package and you get 10% off the pro package. And if you have any questions, please don’t hesitate to reach out. Love it, folks. Take this opportunity to look in working on your business. What can you do to stand out?

00:30:31:00 – 00:30:55:20

Unknown

Out compete up brand OutServe and just be different? That’s what’s going to work in this market. And although things might be a little bit slower now, things aren’t dead and people are still going to move no matter what. So whenever things are moving again, then the last one standing are the ones who always reap the benefits. So I’ve seen this happen many, many times and I’m going to make a wild prediction and I’m going to say it’s going to happen again.

00:30:56:05 – 00:31:18:16

Unknown

So appreciate you guys. Just another absolute reality marketing do podcast. We will see you guys next week and visit us at Sweet Assist with assist dot com. We’ll see you guys by peace. Thank you for watching. Another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW W dot real estate marketing do dot com.

00:31:18:19 – 00:31:48:03

Unknown

Sharpen Your Skillset with Creative Financing

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Today we are talking with Zach Beach and we are looking at creative ways to expand your skillset and diversify your offering. If you are still doing things the traditional way, then you are blending into the crowd with a million different agents.

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Transcript:

What’s up? Ladies and gentlemen, welcome to the episode of Real Estate Marketing Dude Podcast. Folks, the market has changed. We’re going to change with it. And what we’re gonna be talking about today is a way to do that. If you’re still doing business, the way you have 12 months ago, you’re probably suffering. There’s a reason why 60,000 real estate agents that I keep saying is probably 40,000.

00:04:11:23 – 00:04:27:04

It’s going to be 150,000. It doesn’t matter because when the market shifts, people don’t know what to do. And most of you’ve never seen a shift in your life. And to the tune of like 80 plus percent of all real estate agents have never seen a shift. When the shift happens, it’s the opportunity. This is when people make their money in real estate.

00:04:27:14 – 00:04:42:20

And what we’re going to be talking about today is a creative way to go ahead and do that. If you’re are a real estate agent or your lender and you’re still doing things traditional, there’s nothing that makes you different. The reason why some people make a lot of money in real estate is because they do things no one else knows how to do.

00:04:43:01 – 00:04:59:00

And that’s why we’re going to chat about today. And the more problems you can solve, the more money you will make. And if you’re doing what everything else does, like every other agent, there’s a million of you guys, a million real estate agents. Great. I could go out and sell a house. Good. Fucking big deal. I have access to the MLS to anyone can sell a house.

00:04:59:00 – 00:05:20:00

It’s how you sell it that makes people hire you. It’s the value you bring to the table, which is a skill set. Today we’re going to be talking about creative financing in real estate so you can see how you do deals, how you can advise on deals and bring value to the table. Because the one who does is the one who’s going to not only succeed in this market, but they’re going to take market share.

00:05:20:07 – 00:05:41:06

So without further ado from smart real estate coach dot com, we have Zachary Beach to come in and schools today. What’s up, Zach? Why what’s going on, my man? I couldn’t agree with with I couldn’t agree with you more with most of the things that you said there. Although I’m not a real estate agent, I work with many real estate agents and show them how to get on the investment side.

00:05:41:21 – 00:06:05:15

But also my partner was a broker owner for 18 years and my other partner was a realtor for eight. So totally get that side of the business. But now is the opportunity, especially is less opportunities in the traditional side or rear in their heads. Now is the opportunity to get on the investment side, especially in an unstable market, which is exactly where creative financing it’s said every real estate agent should be in investing.

00:06:05:15 – 00:06:21:02

Like if you’re investing, you should. I mean, if you’re sitting and you should be investing. ECOtality doing if you’re not that’s all purpose because you’ll burn out. I burnt out ten years in a real estate agent if you’re really doing deals like if you’re doing 30 plus deals a month, 40, 50, 60, you’re burnt out after ten years.

00:06:21:02 – 00:06:36:21

It’s it’s a hard business and it burns you out. So I ended up in San Diego. But let’s get into this thing on on creative financing. And one I want you to tell us a little bit about what type of creating financing you’re doing. So I know the exact property types and all that, and then I got a whole bunch of other questions.

00:06:38:06 – 00:06:59:16

Yeah. So, you know, me and my family have been buying specifically to create a fantastic for over ten years now, we’ve been teaching people on how to actually execute our creative financing strategies with our trademark three a system for about ten years now as well now have done hundreds of millions of dollars worth of deals without using cash, without using credit, without going to banks.

00:07:00:07 – 00:07:27:20

So the three strategies that we used after we kind of utilize those three things as, as our, as our rules per se are our lease options buying properties subject to the existing loan and seller finance. So a lease option, really, all that is, is just the ability to control an asset without ownership, with the intent to go ahead and sell it on a on a lease option, most likely owner financing it.

00:07:27:20 – 00:07:46:21

Just when you’re you’re speaking with sellers and you’re solving a seller’s problem and they want to be your bank. And this goes great with a lot of people that have, voila, equity in their property or have no debt where it’s second homes or have inherited properties. They see that asset or they see that property is now a liability on that asset.

00:07:47:03 – 00:08:11:09

And you can go in and step in and they can get some cash flow from it. I lost a lot of tax benefits associated with it and then the last one would be buying a property subject subject to the existing loan, which really is the complete opposite of owner financing. It’s where a property has little equity in the property and you go ahead and you close on this property subject to the existing loan, meaning the loan is going to remain attached to the seller’s credit.

00:08:11:16 – 00:08:31:06

So that can be paid off. But title will transfer to your business. And that’s that’s how we control these assets own these assets. And then our primary exit strategies are rent to own or owner financing as well. So we do two creative on both sides. Okay. I need to talk to you about something after this podcast on that.

00:08:31:13 – 00:08:48:11

All right. So let’s start let’s dig deep in. Let’s let’s lease option as lease option, give you equitable right their interest to go ahead and actually like do show with the property. So I could dumb that down for people. Yeah, 100%. I mean, that is basically what at least that option gives you the ability to then go market the property to an end buyer.

00:08:48:17 – 00:09:12:11

Our end buyers tend to be people that need time in order to qualify for loans. Is the UN bankable people and what they really need is time. So that’s anybody that has a legitimate hiccup in their credit, somebody that is an entrepreneur and a self-employed business person because they need seasoning. It could just be anybody that right now that needs time because they could qualify for a loan at 3% and now they can’t qualify for 7%.

So these are legitimate buyers that just need time. So, yes, the lease option agreement and we do it slightly different, which is which is really important. If you actually if you have people that have done creative writing deals, listen, this podcast, here’s a small tweak that you can make right now. Or if you’re brand new at real estate investing, you’re going to be doing it right day one.

And I think it’s different than what everyone else is doing. And that is when we go ahead and lock down a property in our lease purchase agreement, we actually lock in the position of the seller and all we’re guaranteeing is paying off the loan in the future and giving the seller the equity that we locked in to. The difference between us and someone else is most other people’s lock in a purchase price.

So they have zero protection for a down market and they don’t get the benefit in the principal pay down or the appreciation as much of the appreciation on the property. So really cool tweet there for you as well, Suze. We’re controlling that asset now. We’re going to go ahead and sell the property on a lease option as well.

It’s also known as a sandwich lease option. So what’s it out there? A scenario of that? Because here’s where I think a lot of agents, if they’re putting together these deals and whatnot, most you guys are lenders or agents listening to shows. I’ll speak through that. Give me a scenario where I’m coming across and where this might be just my play.

So like because books here’s what the reality is. You see a lot of distressed deals and people are going be open to these type of conversations. Right. And you need to know how to take them down, not only just for yourselves, but like you might have some other client. You’re doing this on behalf and ultimately you just need to know how all this stuff works because it just puts you in a different category.

So give me a let’s do it like an example, like how this would play out. Yeah, absolutely. So if I’m if I’m also listening or listening to this and I’m looking through this as a lender or a or realtor lens, right now, if I’m a realtor, I’m sitting and I’m saying anything that doesn’t fit inside my current box because I’m not I’m not suggesting after you listen this podcast, that you completely throw out your normal business.

You keep that running everything that fits inside of your box and anything that does not fit inside of your box. All right. Well, now you have options for you solve a seller’s problem because that’s all creative financing, is it just we have different tools and mostly more tools to solve someone’s problem because we don’t fit inside a box.

And then if I’m a lender, if I’m a lender, I’m able to add a realtor, but I’m looking at more probably the buyer side where buyers that cannot qualify for loans and it’s roughly 60 to 80% of the market right now can’t walk into a bank and get a loan because they need time and they need more money down.

I need higher credit score. They need to see if I’m the lender. I then look for somebody selling all these options to help them work on their credit. And then now you’re banking on that. You able to sell that loan in 24 months or 12 months or 36 months. So you from a lender perspective, you said something important is that here’s where because here’s the here’s what happens is that a lot of the real estate agents and guys, this is another option you offer.

This is another service you offer. Just doesn’t have to be the only service you a vast majority of buyers are looking to go listed. You’re out. People buy the same way for you, so don’t overthink this. But he says something really important is that because here’s here’s where all agents come through. I have a fiduciary duty from the National Association of Realtors, and I need to always act in the best interest of the seller.

Folks, highest and best dollar is not always in the best interest of the seller. Get that shit out of your head. You have to realize that the only reason people like Zachary and the other millions and millions of real estate agents are investors in the world. Exist is because they’re nothing more than just problem solvers for people that have house issues, period.

That’s all this is. So there is no taking advantage of people. When you’re just 100% transparent, tell them exactly what you’re doing. But trust me, they will never sign off on it if it’s not doing them a favor. And if not, you’re just not practicing ethically and you should get you’re asking, but you know, you could be ethical and be a real estate investor.

There’s a million ways to do it. So because I know what people are saying oh at I’m that means you’re going to that’s that’s fraud. No, dude. Yeah. I need to understand how how it works. And if the seller is not willing to play ball well, then it’s just not an option for them. But when they are in these situations, it is.

So the lease option would be somebody. What’s the seller scenario on there? Who’s more likely wanting to do a lease option? Yeah, I’m glad you brought that up. So lease options, I mean, they don’t they’re kind of a best seller, but it’s the simplest way to start creative financing. So a lot of real estate investors start there because they can solve a seller’s problem and not have title transfer.

So these are the deals you hear. It’s like no money down deals and creative mindset because even if you bought property and you didn’t have to pay a seller a down payment, you still have to pay for closing costs. So these are the no money down deals. So if you know a seller that is interested in getting top price is interested in not paying a realtor commission, right?

Because they want to maximize their profits, but most importantly, is willing to wait for their equity because they would rather maximize their profit. So that’s an important distinction when it comes to creative writing that is in it. In a scenario where a seller has equity, their their pain threshold has to be greater, that they want a higher price or more profit than they need their money now.

Yeah. So that that tends to happen. But also, I mean there’s about 80% of our deals that we’ve done over the past ten years just in creative writing are coming from expired listings because they’ve gone on the market, they’ve received feedback, they either agreed with it or not, and then their options are Now do I go list in take on that feedback like I got to paint the house or I going to lower my price or I get to do X, Y and Z or they find something like us.

So it’s like, okay, I get it. The traditional market didn’t provide you the solution you were hoping for. So now here’s how we may be able to structure the deal. And then now they can go ahead. And instead of going through another six month process, they can now go ahead and actually make a move and we can close on this relatively more quickly.

So that’s where a lot of the deals come from that are for sale by owners because there’s people out there that will not no matter what, even if you’re the best age in the world, hire a real estate agent. Yeah. So now we can go direct to them and now we can structure something that that solves the problem.

So again, if I’m an agent, I’m listening because I’m assuming a lot of agents you’ve been directly I’m listened to this podcast and that is it’s you you can make multiple options for somebody where you can say, here’s what this looks like. If I list your house and here’s all the benefit you’re going to get, here’s the profits.

But also here, I just want like, you know, I buy real estate here. I can provide some solutions. Here’s what this may look like, because you mentioned a point earlier which is not all highest and best is always the best option for people. Sometimes people come to us because they want time and flexibility like they don’t want to sell and immediately have to leave their house or somebody is behind on payments and they need that thing to be caught up immediately.

And they can’t wait 90 days to close or 60 days to close or somebody is has no equity in their house and they actually have to pay you out of pocket in order to close on this deal. So just so many different scenarios like that makes sense. So somebody that the lease option that would be someone who has what’s their equity situation usually like or is it just more of like like let’s just paint a picture for the market right now people what seven at least in my markets in like California 7% interest rate on like a $1.5 million house is a big difference than a 4% on a $1.5 million house.

So what? But a lot of the people out here have a lot of equity over the last few years. The reality is it looks like things aren’t selling the way they were because of the interest rate hike. You know, it’s sort of buying people in the house. So the problem that people are having, those, they can’t sell that house that they live in.

Now, if that’s primary owner. Yeah. And then replace the same type of lifestyle with a comparable property. So that’s issue number one because it’s a lot smaller house that they would get at today’s rate. The second half of that is that a lot of these people aren’t able to sell what they think it’s worth and people are starting to come to the reality of like, Oh shit, the market isn’t quite what it is, but they might be willing to wait for it to come back.

Is that an ideal scenario here? Someone who can’t sell right now, but they’re willing to wait and then they have a tenant with an option there and then yeah, here’s here’s three. These are three general managers, three generalized say motivations or problems we for sale is whether it’s a lease option subject to owner finds it perfect what is they want to maximize their profits to is they need debt relief or three is they’re settling for they want a poor estate or tax planning purposes.

00:18:01:01 – 00:18:26:15

Unknown

Those are three reasons why people would go a creative financing route because yeah, you’re right, there’s a lot of transition right now in the market. There’s a lot of things that are happening where sellers are unable to sell their property for what they owe. And now exactly what you’re saying, which is they have this idea of what the price the price was 6 to 12 months ago, and now they have unrealistic expectations of their house.

00:18:27:05 – 00:18:53:09

Unknown

So if I’m a creative financing real estate investor, although I’m not suggesting you always buy market or above market, but what I am suggesting is price is just one of the terms that we care about. If I buy your house right now at Market value and even though it’s slightly inflated and I have ten years to pay off and I have the benefit of principal pay down, I’m going to cash flow that thing and I’m going to sell it at a higher price to a tenant.

00:18:53:09 – 00:19:17:06

Unknown

A buyer, I don’t know. That price is always a small factor in my decision making process, where the traditional market is like the number one factor in their decision making process. Now, it’s actually more of a factor, I would say, than even the interest rate on the property, because most people buy for the price or you know, what they did during cover with support for the interest rate and not the price.

00:19:17:06 – 00:19:40:00

Unknown

And now we’re seeing what’s happening with that, which means people under underwater. So just those three factors tend to be and I know they may be generalized, but it’s all about solving someone’s problem because I could buy a property on a lease option that has no debt and just the seller does not want to give up title for tax planning purposes or the benefit of ownership.

00:19:40:16 – 00:20:03:20

Unknown

They also might not want to transfer title because they don’t trust me, which is understandable for some, and they can also buy a property. We always decide we’re on a lease purchase which has zero equity in the property and if that’s the case, it just the term length is going to be more important to me because any time I’m buying a property with no equity, I need two things to happen.

00:20:03:20 – 00:20:25:21

Unknown

I need the price to appreciate over time, which you and I both know, especially if we go through cycles over time, it’s going to always increase and I need the principal pay down to go to pay down on the interest and the mortgage balance on that property over time because then that creates equity. So we bought a we said we bought a lease option from a seller for ten years, ten year lease options.

00:20:25:21 – 00:20:50:18

Unknown

You just want to give up for whatever reason up in Northern Massachusetts, she relocated to D.C., got another property, get a new mortgage, and she had a vacant house because it expired off the market for about six months, was paying 20 $300 basically just to keep it up. Never was there. We were able to solve that problem because we stepped in to start making those mortgage payments, filled the property with a tenant buyer.

00:20:51:05 – 00:21:09:11

Unknown

That lease option lasted up to eight years on that house. She had no equity at the time. That property ended up netting about $170,000 over the course of the time frame. For her, for me, for us, not for us. And she was able to walk away and not actually have any problems, which, you know, that solves their problem as well.

00:21:09:11 – 00:21:28:13

Unknown

So I you just you, you name different scenarios and different all different facets of life and all the people’s different challenges. And it just the decision making for them is that they want to wait for well, the seller of that she got the price she wanted to back then she’s locked in for eight years. But she also gets there’s eight years of write offs and all that, right.

00:21:29:06 – 00:21:50:10

Unknown

Yeah. Plus she sold the realtor at the time. She would have paid, you know, 15,000, $20,000 out of pocket the between realtor closing costs and she was paying 80 plus about $12,000 by making month, even though it’s going to hurt you know it was 2000 dollars amortized right but she’s still paying out of pocket that’s $12,000 six months with a vacancy.

00:21:51:00 – 00:22:09:14

Unknown

We were able to solve that and step in and solve a problem really quickly. And she saved money and that we had an asset that we can now go in. So it makes sense to me. I think the seller finance has a lot of opportunity coming up with a lot of these people that can’t sell their properties but have equity and are willing to carry paper.

00:22:09:22 – 00:22:31:01

Unknown

Can you talk a little bit on that and you see an opportunity with seller finance more so now that the rates have gone up and the market shifted, then prior? Oh, it’s always been one of our favorite strategies we primarily were targeting and it’s still due to this day. But I say targeting meaning like we’re we’re going to do direct mail pieces or looking for a specific property type.

00:22:32:04 – 00:22:58:20

Unknown

It’s we’re looking at debt free houses, huge benefits for you as a real estate investor and a lot of tax benefits for the seller. If you can if you can strike a deal with them and solve a problem where now you in the seller get to determine the terms of the mortgage. How powerful is that? Yeah, because if you go ahead and buy a property traditionally who controls the terms of the mortgage, it’s the bank.

00:22:58:24 – 00:23:17:00

Unknown

They tell you how much money you need now, what your credit score needs to be, what the immunization schedule is going to be, if there’s, you know, if there’s any other collateral, it’s just it’s insane. So when we go to buy a property now, it’s if I can solve the seller’s problem now, meaning the seller, I get to decide what the interest rate is, if any.

00:23:17:02 – 00:23:39:03

Unknown

There’s plenty of deals that we do where it’s 0% interest, and you must be wondering why people do that. Lots of sellers because they’re getting just principle month over month, don’t have to go ahead and report for interest as income. So we have different strategies where I can actually pay a premium on the house but pay in principal only.

00:23:39:21 – 00:24:01:20

Unknown

And now the seller’s actually getting the full amount in place. And as far as capital gains go, they get to stretch it out right over how. Yeah, that’s really time frame we’re doing. So you here that is. But this is the skill set I opened up with you guys is you have to like know this shit. Like you have to know what tax advantages are for seller so that you can present that.

00:24:02:05 – 00:24:15:01

Unknown

Because if you look at the numbers, it looks like a bad deal. But when you actually do the math, you’re like, this is actually a good deal. When you talking about if you don’t know how to explain that to it to a seller, you know, I don’t know what to tell you. This is where you need to sharpen.

00:24:15:01 – 00:24:34:07

Unknown

This is what people look for in these markets. But look what he’s saying. You guys at every every other sentence he’s saying problem, solve, problem, solve, problem, solve. And that’s the key here is that you’re in business to be a house problem solver. You don’t have to overthink any of this stuff, in my opinion. Let’s get into the marketing of this because I know people are going want to ask about that.

00:24:34:20 – 00:24:58:22

Unknown

How are we finding these types of sellers? You mentioned one, he’s going after debt free houses, but how else are you locating? Yeah, so I it’s these people because agents are like, oh, it sounds easy, but it’s not. If I’m an agent, I am already in front of how many people per month. Yeah. Where I can make additional offers.

00:24:58:22 – 00:25:24:21

Unknown

So if you’re already involved in real estate investing, where you’re an agent, you’re lender, you’re a wholesaler, you’re a fiction flipper, you’re buying like you’re already in front of people. It’s now and you can just pick up one extra deal per month or every other month. It makes a dramatic difference when we look at our deals. It ranges from, say, $40,000 on the low end semi over the course of about 24, 36 months on average, up to $250,000.

00:25:25:18 – 00:25:43:10

Unknown

There’s there’s deals in which are just 60 months and there’s multiple six figures just because of how they’re structured. Yeah. So I’m saying that because you don’t have to do as many deals. It’s not like this. This does have to be a high volume business if you get the right deals. We have a we have an investor up in New Hampshire.

00:25:43:13 – 00:26:06:08

Unknown

He’s done five deals. They all averaged over $100,000 over the course of 48 months. And just because you have a full time job, two or yeah, he was a he’s a government contractor and he’s just doing this on the side for his retirement. Yeah. But again, back to your point, as far as marketing goes, it’s it’s really simple in our we we pull expired listings to cancel withdrawn for sale by owners.

00:26:06:14 – 00:26:24:24

Unknown

We make direct contact with them. We reach out to them via phone and as though they doing it maybe 3 hours to go make it a handful of deals and reach out to a couple people. I set up an appointment with a seller that has he has got a lot of equity in his property, but there’s tenants he doesn’t like and and that’s why he’s selling.

00:26:25:02 – 00:26:47:09

Unknown

So really can solve this problem rather easily as he could still cashflow this property. And I get cash flow too. And he’s still a professional company instead of a tenant. So dear landlord then and then. So we have that and then you have direct mail pieces that of course lead to, you know, a virtual assistant pulling together the information and then you’re following up.

00:26:47:21 – 00:27:05:06

Unknown

It’s really we try to keep this three as uncomplicated as possible and shore up your as you grow and scale, you can do Facebook ads and Google ads and you can you can spend a lot of money on online marketing. Or it could be you could spend very little in this business too. And so generate the deals you need.

00:27:06:02 – 00:27:22:15

Unknown

Yeah, it goes back to the if you have a budget and you can leverage your time with it. Right. But if you don’t then you need your time to do the work. So but I want he said something else a couple you guys this isn’t like a every agent like if you’re full time or what if you’re in real estate full time.

00:27:22:15 – 00:27:35:07

Unknown

We got to way. You’re right you could be title rep. Listen, this doesn’t matter. This is like something most people I see get into real estate investing started on the side, literally. They’re like, Oh, I’m just going to do a deal or two and see how it goes. Like, Oh, fuck, I made a lot of money. I mean, go out, do this deal.

00:27:35:07 – 00:27:51:11

Unknown

I’m going to to a year and three year and something you could grow passively, but it is something I would put on your radar this year, you guys, because I mean we’re targeting distressed hard I’m such in my entire model I’m going right after the distressed markets but I know what’s coming and I’m well ahead of all of you guys.

00:27:51:11 – 00:28:14:21

Unknown

I’m like three years ahead of you guys. It doesn’t you don’t have to be. And I’m not saying that in a bragging type of way. I’m just saying I know what’s coming. And, you know, over the last 12 months, I’ve been sort of formulating our idea. We’re doing a lot of sale leasebacks. For example, there’s different creative options that we’re putting in there because people are going to look for creativity because the traditional listing isn’t as easy to get rid of the property.

00:28:15:04 – 00:28:34:19

Unknown

So you’re going to see a lot of these opportunities open up. Mark my words, I guarantee you it’s going to happen. Would you agree with that? I think in every market, too, I don’t care where you’re at in the country. I’m positive this is going to happen. Guys. Yeah, I’m not as I would say, I’m not as decisive as you on that as far as how how drastic the market’s going to shift.

00:28:34:19 – 00:28:55:08

Unknown

And I think we’re all due for a market shift no matter what, especially with the unprecedented times and COVID and what happened afterwards. I think there’s a reason why creative fighting is like the number one and talked about and searched on subject right now talk about being ahead of our time. We’ve been doing this now for over ten years just in this market.

00:28:55:08 – 00:29:20:09

Unknown

I’m just in creative writing. I haven’t done anything else in real estate investing since the 2008 crash. And we’ve noticed, as always, when there’s turmoil in the market now, creative financing options become a a more normalized, traditional way of buying and selling real estate because when there’s turmoil, that means that the market needs more help, needs more solutions.

00:29:20:13 – 00:29:46:07

Unknown

Yes. And that’s exactly what we’re seeing right now. We’re seeing more deals and better deals because we’re able to really saw people’s problems. And as you’re saying, what’s interesting is even if people aren’t distressed because they hear so much noise, they actually feel distressed, which means that there are actually there’s a lot of sellers that will sell properties either below market or more creatively just because they hear everything that’s going on.

00:29:46:07 – 00:30:02:02

Unknown

And although they’re in a really good position, they don’t feel like they are. And now we can go ahead and step in and solve that problem as well. You feel like the temperature’s changed with sellers and you guys are doing a nationwide thing if students all over. But and because before it was like sellers are sort of dicks like fuck you, I’m not going to sell my house, this thing is worth it.

00:30:02:03 – 00:30:34:08

Unknown

This is the Taj Mahal. Like no one’s touch this thing for less than $10 million, but now they’re starting to open up a little bit. Right. And it takes 6 to 8 months for that to happen, which is I think we’re there now because it’s hard. The market is always lagging behind, even like I remember back in 29 or 2010 when the market was depreciating so fast that the comps on paper were showing higher than what the true values that people are willing to pay big are a major issue in the BPOs and the appraisals at that time, because the market was depreciating fast and it was going up.

00:30:34:08 – 00:30:53:00

Unknown

So in the last six months of comps, if you’re Joe with a 200,000 or sales price, but that’s not 175. Well, you’re at a there’s it’s hard to get the bank to accept that but it came I caught up. So you’re going to see that in this market as well. And I think there’s going to be more. More and I’m not saying you get fucking like crazily distressed.

00:30:53:00 – 00:31:15:05

Unknown

I just think that there’s going to be people I know there’s people with higher credit card debt right now. I know that the people who bought in the last 12 months are all underwater that got FHA or VA financing. So there’s dire situations that now on the flip side of that, their payments are very affordable. Right. So you don’t know what they’re going to do with it and we don’t know if people are going to do that.

00:31:15:05 – 00:31:33:15

Unknown

But what I know is that there’s people that are looking at their houses and what they do with them in way more creative ways than they were just in school. Listed on Zillow or for sale by owner. But on the MLS that’s going to make a whole lot of money. Yeah, I’m Mike and I think it’s important that you hit on exactly what you just said, which was one of our strategies buying property subject to.

00:31:33:15 – 00:31:51:09

Unknown

I mean, what we’re what we’re doing right now is we’re buying properties with 3% interest rates, two and a half percent interest rates where nobody else can get access to 7%. So as long as you can solve that seller’s problem, because if I’m a seller and I’m underwater, I don’t know where to go. I’m not a real estate investor.

00:31:51:16 – 00:32:08:10

Unknown

You know, we know. Sit tight, wait or move out and turn into an asset. And because you get it, because you get cash flow on it. But most people don’t think that way. And now all of a sudden if something dramatic cabins they walk through these exit. I like this scenario let’s walk through it so they get an idea.

00:32:08:10 – 00:32:32:15

Unknown

So let’s just say and we’re actually have one here in San Diego and most of these loans, you consumer the early FHA or VA, is that accurate? Can you assume a conventional. Well, I’m not assuming anything. Just I mean, the because there’s different I’m thinking of subject to mortgage but you could actually assign mortgages to and there’s a lot of real estate agents you’re doing stick VA’s VA loans you can assume if you choose to.

00:32:33:03 – 00:32:53:06

Unknown

But remember my rules or our rules, and that is we don’t sign personally on debt. So what we’re doing and I know with the subject deals, the number one worry is about the down sales clause and everybody freaks out about it. But the truth is, it’s like, do you want sales calls? And I have a specific measurement, but I have heard of very few do on sales scores happening.

00:32:53:21 – 00:33:23:24

Unknown

But I know that there are techniques that are attorneys have suggested how we acquire the properties primarily, primarily through family trusts because the Garden State Germain Act, I think it’s 1982 or 84 states that a do on sales clause cannot be called if it’s for state or taxpaying purposes for a transfer of title. So then we just buy the trust that is like one, two, three, Jump Street Smith Family Trust, and we’re the beneficiary of that property.

00:33:24:15 – 00:33:42:12

Unknown

I like it. It’s very smart, though. So and at the end of the day, a lot of these deals in which we’re doing, is it worth the risk of the on sales clause being called? Because there’s other ways to pivot, too, because basically the bank saying that they’re going to foreclose and do on sales. And how long does that take?

00:33:42:14 – 00:34:13:16

Unknown

Many times. In many cases, it takes a long time. You can exchange the beneficiary back to the seller in order to protect the seller, you could sell the property before it’s fully been completed. There’s just so many different ways in order to structure these. And in most cases, because I can already hear people saying, in most cases, when we buy properties like this, we’re actually improving the seller’s credit because most of this most of these circumstances, they may be behind on payments or they don’t have any equity in their home.

00:34:13:16 – 00:34:37:03

Unknown

So we’re actually improving the lives of the sellers by doing this because it’s still attached to their credit. And they’re they’re benefiting from that because we’re always making our payments on time, because at the end of day, it’s our asset. We’re trying to get this thing the finish line makes sense. I could do it. Any other things? Thoughts, wild things you want to see or mention?

00:34:37:03 – 00:35:00:17

Unknown

Anybody know? I just would say this and that is credit. Finances are a lot of fun because every deal is different. At the end of the day, there’s still deals that are happening now. We’ve done hundreds and hundreds of these great fancy deals. There are still deals that we approach now that have nuances that we have never seen before and that we get to work through and and structure out, which is a heck of a lot of fun.

00:35:00:17 – 00:35:26:18

Unknown

But know this too. If this is the first time you’ve heard of creative financing from a guy from Massachusetts that talks super fast, then they’re used to this notion they just know like this was a my intent for today was a perspective change to say there are other options out there that you may not be familiar with that can help solve people’s problems and also make it very profitable for you as a real estate investor.

00:35:27:08 – 00:35:57:14

Unknown

So I encourage you and I know we wanted to give a giveaway today, which is I encourage you to go read our first Amazon bestseller book, Real Estate on Your Terms. You get it absolutely free, so you not going to go buy it on Amazon. I’ll give it to you right now for free. We’ll actually ship it to you at no cost and you just have to go to wicked smart books dot com forward slash marketing guy with a get smart books dot com for XYZ marketing guy And in that book you’re going to hear not only our stories, but you’re also going to see how each one of these transactions comes to play in

00:35:57:14 – 00:36:16:18

Unknown

there. And in those case studies, why the seller did it, why the buyers did it, and then how the cash flows there. So a lot of good a lot of good material for you to go through. And then at that stage, you’ll now be able to start my, my, my guess is you’ll start recognizing more opportunities than you maybe passed up on.

00:36:17:24 – 00:36:40:23

Unknown

Love it. Why don’t you tell everybody where they can find you online as well and make sure you guys go ahead and get that download. I’m going to get it as well and check it out. But what you tell them what your website is, you guys have a these guys coach, they train. If you guys want to learn this stuff like go on their site, buy some of their info or their products and then you guys can learn more about it.

00:36:40:23 – 00:37:00:14

Unknown

But my point today is getting yourself out of your traditional mindset and realizing the opportunities are going to be all around you. They always have been, but I think it is a big opportunity coming up in the next few years of concentrating on because everyone is scared and they’re all hiding in the closet because they’re being a bunch of pussies and they’re scared and don’t know what the hell is going to happen to them.

00:37:00:14 – 00:37:18:10

Unknown

And they’re worried about this and they’re worried about that. And at the end of the day, you guys, you got to just man up, woman up. You got to make the change. Nobody’s got it. No one can do it for you. You got to do it. You just have to learn it. And what you know in your head, in the skills you have, is what makes the difference between what happens during this time.

00:37:18:20 – 00:37:39:02

Unknown

So, yeah, you can find you can find us at smart real estate coach dot com fans on Instagram TikTok Facebook at Smart Real Estate Coach Also on YouTube at Smart Real Estate Coach, we have over I think it’s over 300 deals structure of Sunday’s now we call them where it’s either our deals or the deals that we helped our students do.

00:37:39:10 – 00:38:01:13

Unknown

And we literally whiteboard it out where we found the seller, what the deal looks like, why the buyer needed us, what the payments were, the paydays on it. They’ll they’ll continue to help share with you exactly how this may work in your current business model right now. Sweet man. Well, appreciate you sharing your insight today. We appreciate all you guys listening.

00:38:01:13 – 00:38:16:09

Unknown

Another up. So the real estate marketing do podcast folks. If you have any additional questions, want to check out our new software. We just lost referral suite ecom. This is part of suite assist and if you’re looking for a referral marketing system that firms your database makes them not forget who the hell you are, what you do. This is all you need.

00:38:16:22 – 00:38:32:20

Unknown

Learn about it, research it, and then I’ll follow you around the internet and so you can buy it. And we’ll meet in the middle somewhere. Referrals to and referrals Slate.com. Appreciate it, dude. You guys have a great week and we’ll see you guys next Saturday. Bye bye.

A Million Reasons To Get A Moving Truck

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What sets you apart from your competition, and if you say “I care about my customers,” you are exactly the same as all of the rest. Today we talk about how to stand out, and how to make sure people know you are actually different.

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Transcript:

00:05:04:20 – 00:05:32:18

Unknown

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them, Let’s get started.

00:05:35:22 – 00:05:54:00

Unknown

What’s up, ladies and gentlemen? Welcome to that, brother. Let me start that over. What’s up, ladies and gentlemen, welcome to another episode of the Real Estate Marketing Dude Podcast. Folks, what we didn’t do here to start on my mike on today, it’s like the only the third time I’ve ever done this in my life. But I do have a earpads earpods and I think you could hear me just fine.

00:05:55:01 – 00:06:14:07

Unknown

Dude, the phone, the markets change quite a bit, you guys. And what I want to share the rest of the year, I’m actually just going to dedicate towards sticking out, doing things different. What do you do now? Because the one thing that you have to do is change your marketing along with it, because if you’re still doing the same shit you did six months ago, well you’re going to go out of business.

00:06:14:07 – 00:06:34:05

Unknown

And so the latest news, about 60 to 80000 realtors have already done just that. And when a shift happens, you either shift with it or you shift right out of it. And this will be my second and a half shift I think I have had over the last 20 years. So I always get emails and people pinch me to come on this show every week.

00:06:34:14 – 00:06:51:22

Unknown

And this one was pretty cool. So I wanted to have her on and share with us what she’s doing. But I’ll give a quick intro and I’ll let her tell her tell you a little bit more. But in short, they have taken a truck rental company, re-engineered it, and almost sort of like partner with people on marketing and advertising.

00:06:51:22 – 00:07:10:08

Unknown

In a sense, she’s going to explain her whole process. But the reason why I wanted to do this show was I remember I was right when I moved to San Diego. I was driving down the street and I saw a realtor doing an open house, but it wasn’t a typical open house. What they actually were doing is they had a taco truck outside the open house and they threw a damn taco party.

00:07:10:15 – 00:07:27:03

Unknown

Now that was one of the best open houses I’ve ever seen, but I instantly thought to myself, like, what should if this they’re sticking out, they’re doing something different on just an open house. And the reality is just the type of stuff you need to do in a market like this. People will remember how you do it, not what you do.

00:07:27:03 – 00:07:44:19

Unknown

And everyone in their mother has a real estate license that does not give you the legal right or any right to go out and make $1,000,000 gives you a legal right to technically sell a house and collect money for it. So without further ado, we’re going to go ahead and introduce our guest, C.J. C.J, why don’t you say hello to our listeners talking about who the hell you are and what we can talk about that.

00:07:45:16 – 00:08:14:20

Unknown

Well, I’m C.J Streit with On the Move and we’re located here in San Antonio, Texas that work with real estate agents nationwide. And we have a company called On the Move where we we’ve been in business since 1992, advertising a pretty unique marketing tool for various agents. And you guys have a what they do, you guys is like, it took me a second to get my head around it, but they basically wrap a moving truck for real estate agents, your branding, your everything.

00:08:15:05 – 00:08:32:24

Unknown

You lease the truck and then you buy it when you’re done. But they build the truck brand for you. And I’ve seen so many people trying to say, how do I get a moving truck? How do I do that? And I’m assuming these are the trucks you see when people like, Hey, I’ll move you for free when you see like the big realtors like image on their network with their thumbs up, right?

00:08:33:09 – 00:08:48:21

Unknown

Yeah, that’s us. And we try to I try to keep my brand out there. So but a lot of people have a hard time finding who we are as a real estate agent because it’s all branded for you. So we’re actually the fourth largest rental fleet in the United States, but all of our trucks are branded for our customer.

00:08:49:04 – 00:09:19:12

Unknown

So if you see any kind of truck that has a realtor on the side or a real estate agent, then 90% chance it’s ours and that they used us. If you see like the aerodynamic look of the truck, my family, my grandfather actually designed that truck so it’s unique to on the move and we it’s a one piece fiberglass shell so it’s like looks a lot better with graphics it doesn’t have like the rivets because I know one time we had this beautiful girl, she had a truck with a rivet and looked like she had a big mole on the side of her face.

00:09:19:12 – 00:09:34:10

Unknown

But we definitely we we fixed those graphics so it didn’t didn’t look like that. But I mean, you never know with rivets exactly where they’re place and stuff. It is a little bit trickier with graphics design and that kind of thing. You probably didn’t like that one too much. I know she did not and we didn’t either. We wouldn’t get to.

00:09:35:16 – 00:09:57:19

Unknown

But so I want to go. I want to dig dove through this because it just so many agents and like you guys are her listeners like I always ask someone would you hire you off your website? And then what’s the difference between you and every other agent and every single time you? I know the answer is like, what’s the difference when you and every other agent they go, I care for my client, I’m going to like do the right thing by them.

00:09:57:19 – 00:10:16:11

Unknown

I’m like, No fucking shit. You have fiduciary duty to do that. Like, you don’t need to tell someone that you’re going to work in their best interest. That’s sort of assumed, isn’t it? And you have to. You have to. I got a mortgage broker tells us, oh, I’m going to do my best. Buy the client. Thanks, bro. Like, what a great guy, dude, that’s not part of business.

00:10:16:11 – 00:10:32:21

Unknown

This is what you have to do. That’s why you’re in business, because you do a good job in customer service. Our some of your clients using this thing because it’s all brand. I’ve been saying this for the last since go back to 2014 when I started to show you guys it’s all brand people hire you off a brand, you don’t care about your broker, their income or anything else they care about your brand.

00:10:33:20 – 00:10:53:01

Unknown

Are people using this drug? They’re using it just to help their clients. It’s a total tool for benefiting their clients, and they let their customers use it whenever they’re moving. I have customers or, you know, real estate agents that use it like anybody who’s ever use them, use this truck. Well, the more your trucks on the road, the better it is for you.

00:10:53:01 – 00:11:15:24

Unknown

It’s more living billboard for you within a rolling billboard with your name and your brand on it. But to have that advantage and be able to use that truck and have access to a truck like that, especially when moving, not everybody a lot of people obviously use a moving company when they move in, but it’s hard. Not everybody thinks of all the details that they need when they move in, like they go to Home Depot and they just need to grab a couple of things.

00:11:15:24 – 00:11:35:00

Unknown

They don’t need a whole moving truck, but they need some kind of truck to move that stuff back to their house. And so it’s nice and not to put plants in your car. I mean, just simple things like that, just to use the truck for as advantageous to to your clients as some of my a lot of my actually a lot of my clients use it and donate it to charity and for charitable downtown.

00:11:35:06 – 00:11:56:02

Unknown

So they really like get known for that and there’s press releases about that all the time I get because I’ll donate it for a turkey trot or stop the truck and there’s all kind of unique ways to use this truck as a another marketing tool like and do good for your community, which is always a good thing, you know, makes you stand out a little bit more.

00:11:57:00 – 00:12:09:05

Unknown

It’s a conversation piece. Like the first thing I see, like when people see you driving around, they try to get in, sorry if your face especially in a smaller markets like if you’re like in like in your town Burnie Like if you drive around this big ice truck like people are going to know who the hell you are.

00:12:09:14 – 00:12:28:03

Unknown

Yeah, they’re going, Oh, you’re the guy with that truck, you’re the guy that truck. And it’s that branding and that name recognition. But I want to go through some creative ways that people can go out and use this thing. And I just want to share some ideas. I’m thinking of time. I had you guys awesome. The only point about like, I don’t care who you’re following, what you’re listening to, you’re always chasing conversations in real estate, right?

00:12:28:17 – 00:12:50:06

Unknown

If you’re always talking to people like one of my friends, Tony or Kevin Markarian says, Hey, I used to talk to five people a day. And that’s how he became like, do makes like $3 million a year. And I was just bloated because he started just having conversations and that’s how he built his database. And the reality is, is that 10 to 15% of the conversations you have or people you come across on a daily basis are weekly or monthly.

00:12:50:06 – 00:13:06:13

Unknown

They’re moving this year and most don’t know it yet, but 100% of those individuals have a referral for you. And in the referral dominated business, top of mind brand awareness is talking. Everything’s okay. That’s all I care about. If you hear someone say the word real estate or mortgage and they associate your name with it, you are winning.

00:13:06:23 – 00:13:21:06

Unknown

That’s why you do stuff like this. So here’s some ways you can use this truck and tell me. I’m sure people already doing this. What? I just moved. You’re right. You have the move, but you have the shit that you won’t put in the moving truck or in your car. Okay. This is why I have three girls in my backyard.

00:13:22:09 – 00:13:37:19

Unknown

This is why I still have beds and table tops that I just can’t throw away because I don’t know where to throw them. I would have junk parties, I would have a neighborhood junk party, and I would give my truck and I would hire a couple kids to go out there and trash it all and go shoot the frickin trash in the desert.

00:13:37:19 – 00:13:56:09

Unknown

Who cares? Just haul it away. But if you guys had, like a neighborhood junk party for these trucks, you get the whole neighborhood coming out, everyone will participate. And it’s just a conversation starter. Immediately, I’m going to get every single person’s direct mail address, email, address. Someone invited my next client party, but the point being is that you’re going to have X amount of conversations.

00:13:56:23 – 00:14:12:15

Unknown

Now, anyone who’s thinking about cleaning out their junk is cleaning out their house for a reason. One, they just want to clean. Two, it’s probably a good lead in and be like, Oh shit, I might be moving. I have to get my shit out of here. Right. Ding, ding, ding. Has anyone done that one yet? They’re junk. I’m no, I haven’t heard that.

00:14:12:15 – 00:14:33:10

Unknown

I mean, just like internally, like, I was like, we just we just set the check with a bunch of my coworkers. We’re like, okay, it’s time to get rid of these clothes and these things that are in our garage this time. So I have a tracker. We’re going to donate it to the women’s shelter. But yeah, for the cleaning of a donkey that’s a great like to half of the actual event like I love events like that that’s they’re fun right like and you could just and it’s not even like just to have the truck back there.

00:14:33:10 – 00:14:47:23

Unknown

Like I would just say, hey, can I pick up all like this is I have my kids play soccer, so I’m in travel soccer. I would have a truck out there with every single thing I would bring the soccer nets and the balls to the game, like just to have the brand there. Let’s talk about charity. Charity is an excellent idea.

00:14:48:20 – 00:15:06:06

Unknown

I just saw a truck. As a matter of fact, yesterday I was driving and almost stopped him there right next to me. And it was a truck that just picks up stuff from just the junk thing. They pick up old stuff for veterans and they’ll take all your junk and they give them the veterans, they refurbish it and they use it and they live it and they use the furniture and whatnot.

00:15:06:14 – 00:15:28:24

Unknown

But like little charity events are gigantic for this homeless. Some of the charity events you’ve seen people participate in and definitely for like a lot of women’s shelters, I see that kind of thing a lot to help the women move. I see like but it’s really cool though because on the graphics people will say this terrible move donated by ABC Reality or whatever, you know.

00:15:28:24 – 00:15:49:20

Unknown

And so that’s always a really cool marketing piece to have on your truck too. But I’ve seen like I saw somebody just use it for Girl Scout cookies to deliver the Girl Scout cookies. Fantastic. I saw it for you. I see a lot of Thanksgiving events with the turkey trots and and having it like to donate the turkeys to veteran turkeys is great idea.

00:15:49:20 – 00:16:13:05

Unknown

Right in front of your office. Give away turkeys. Give away pies. That’s all good stuff. And we have Cheri Mills. If you’re listening to this, you need to buy this truck and I do it with live to give. So we had a client I have brand a couple of years ago stuck in crushing it but she doesn’t really market but she has the most best unique selling proposition ever.

00:16:13:05 – 00:16:36:15

Unknown

And she created a foundation called Live to Give, which 10% of proceeds go to women’s rape, battered abuse foundations. And that’s her whole thing. So she would market live to give and she, like her marketing strategy is very simple she just takes pictures of the chucks of the 10% that’s given to the charity each time. So she’s holding up like a $25 an hour check.

00:16:36:15 – 00:17:00:00

Unknown

I’m like, she just all the $1,000,000 properties. She’s holding up a $10,000 check, like she’s just sold a 600,000 properties. So you could just always tell what the 10% is. But like you guys, people hire you for why you do it, not what and when. You can be the community hero and you have an unfair advantage very. You could walk into a listing presentation and charge a 9% and no one’s going to blink a fucking eye because of the way she does it.

00:17:01:06 – 00:17:26:18

Unknown

But someone that doesn’t have a y like duh, she could plaster her whole thing. There’s all you guys are doing, these philanthropic brands. I have another guy, he sponsors a dog every time he sells a house. And so I would say buy a house, save a dog’s life. Done. Like you have people just literally so I like these tchotchkes, this show your unique selling proposition, right?

00:17:26:23 – 00:17:52:14

Unknown

Right. If you have a unique offering, we’re launching sale leaseback programs throughout several Midwest markets in the next 30 days. So there’s there’s different unique offerings. It’s not just your face. Oh, absolutely. It’s your face. Absolutely. I have I do see really cool, like with the value propositions, with American flags. And I’m a veteran and a veteran realtor and I can I specialize in it because I served and that kind of thing.

00:17:52:14 – 00:18:11:16

Unknown

It’s always really cool to see. I’ve seen, you know, women based companies and and that kind of thing of deals with heels types. Yeah, but you can also do this stuff with the family. I’ve seen a lot of family brands like your family realtor. Oh, yeah. Picture of you and the kids on the damn truck. Oh, yeah. And the kids love that.

00:18:11:16 – 00:18:29:12

Unknown

Like, I’ll see. They’ll be like the kids want them to pick them up at school in the truck because they’re on the side of the truck or their dad on the side of the truck. Come, come grab me, dad. So that’s always a great way. So do some living. What? My daughter wanted me to drive this truck to pick her up today, you know, so sit there in the car power line, you know, at the school.

00:18:30:00 – 00:18:52:08

Unknown

But another cool thing that I’ve seen our customers do, too, is like they’ll actually share the ad space on the back door. So you could share that with the charities to get their names more around the industry or, you know, around the community. I mean, and but they’ll also operate because, you know, I know when I try to market with my real estate agents, it’s impossible to get in there for breakfast or lunch because they’re booked out six months.

00:18:52:08 – 00:19:13:15

Unknown

But having other vendors come in, you know, pitch ideas to them or get their title companies or pest control. So a lot of my customer, a lot of my real estate agents, they’ll actually sell the ads to like the title company to their mortgage friends, to whoever, and offset the cost. And they’ll basically make money on their truck instead of pay even the lease or the insurance for it.

00:19:13:19 – 00:19:34:15

Unknown

Did you by any chance do any stock burgers truck? Yes. Okay. So if you guys haven’t listened to that episode of Amy Stock Burger, I was probably a few months back now towards the beginning of the year, Amy literally like she has three trucks, I believe now right? Yes and yes. And she refers even more to us. I yeah.

00:19:34:23 – 00:19:56:20

Unknown

I mean, because she’s so what Amy does is she’s in Sioux Falls, North Dakota. You don’t know. And like, she’s the number one agent in that market and you got to watch this episode. But yes, she doesn’t run a real estate company. She runs a local community business that happens to sell real estate. And she uses these trucks to cater events for parties.

00:19:56:20 – 00:20:13:22

Unknown

She she she’s like her own version of Home Depot. So she has like the client parties where she caters in all the fucking chairs and tables. And of course, Amy, if you watched a bouncy house, call Amy and then she leases it out. But her trucks don’t cost her money. She turns profit on them. Oh, yeah, she does.

00:20:13:24 – 00:20:35:11

Unknown

And it’s very smart because you got to look at it like that’s what do you think the CTA bus line does or any bus line is? All busses is that bus exists because of the ads on the side of it and that’s how they that’s how they zero out. So you can sell that ad space on there because do you have any statistics on how many eyeballs that really I want to check the math on.

00:20:35:11 – 00:20:54:24

Unknown

It’s like how many eyeballs? How do you measure that? Because I know it’s like it’s like Vegas, like, you know, it works, but you don’t know which which time did you see my truck that made you call me? Exactly. It is it is difficult. I mean, I use the outdoor Advertising Association. Their metrics is like 6 million viewers for every mile driven without like a wrapped vehicle.

00:20:55:14 – 00:21:18:07

Unknown

So or 6000, maybe 6 million. Sorry. That was what do you pay? So for 6000 views. What do you pay for that? Like on social ads, like do the math. So like where what we’re paying for are you guys is that in real estate marketing is more I believe it’s always been more irr y higher return on investment than any type of advertising or lead generation leads your buying or anything like that.

00:21:18:07 – 00:21:34:01

Unknown

The way I mean. Yeah. And especially like say I buy an ad on, on Facebook and I create this whole ad and everything. I’m paying that money. I’m never going to see that money back. Well, I that’s what I think is so cool about the truck. Is that okay? It’s not working for me. I sell it to make money.

00:21:34:08 – 00:21:58:20

Unknown

I get my asset back or whatever, you know. So that’s kind of unusual for its impact as well. Just here, let’s just do the the the dumb task that you’re going to hire, which is do it differently. You’re going to hire. Let’s get out of real estate. You’re going to go to two different restaurants. One of them has a great ambiance and dining room and you’re like, Holy shit, there’s a guy even playing piano in the dining room, right?

00:21:59:06 – 00:22:21:12

Unknown

The other one is just a taco stand. Which one is a better experience at the ambiance? Obviously that one’s a little tricky for me because I do sell food trucks doing something. I feel like the food you like I said, for experience. So not the food, but experience with experience. Yeah, I know the ambiance of the piano. Of course.

00:22:21:12 – 00:22:39:11

Unknown

Yeah. So look at two realtors. Like, let’s just say you pull up into a listing presentation with your fucking truck, like, give me a break, dude. Would you rather show up in the truck or the Datsun? Yeah, right. So it doesn’t matter. Like it’s it’s and again, that’s what people really hire. People hire like Josh Altman goes into a listening presentation.

00:22:39:11 – 00:22:52:24

Unknown

He doesn’t go out there and start fumbling through a PowerPoint. He looks him straight in the eye and he goes, What the fuck you want me to do with your property, sir? You want me to sell it or not? And he has the confidence today because of all the brand that he’s built. This is a brand bed building thing.

00:22:52:24 – 00:23:09:23

Unknown

You guys are the ones that have a brand never lose, period. Yeah, exactly. I mean, like meeting a marketing person or coming from a marketing background. And if I saw a real estate agent with a truck, I’m like, I’m like, okay, they understand their marketing. They’re going to market the heck out of my house if they are creative with our personal marketing.

00:23:10:05 – 00:23:24:05

Unknown

Yeah. I mean, you should just put me on one of your commercials, like I’m selling the shit out of this. I know. Jesus, like, holy crap, but I believe in it like an I don’t. We just met, so I don’t have any type of affiliate agreement with there, you know? I know I wasn’t I was expecting to sell.

00:23:24:06 – 00:23:43:00

Unknown

I probably should. But I do love talking about outside the box stuff because I know how important it is in these shifts because attention is everything and whoever gets the first call is going to be the one who wins. And there’s not that many calls or as many as there were two years ago. That’s why it matters. 80% of people hire the first person they meet with.

00:23:43:00 – 00:24:03:12

Unknown

It’s either going to be you or someone else. How do you increase those chances? You make a lot of fucking noise. Yeah. Popularity contest. Absolutely. I like it. I mean, any other what’s how does cost? Like, how do you pencil this? Let’s talk about our eyes on something like this. Okay, so if I wanted to, I might just want at least a chance to talk at least a truck.

00:24:03:12 – 00:24:29:13

Unknown

Like, why do you like, what does it cost? How much does it cost me to buy or lease one of these things, the markings or other works. It does vary by by state in which model you want. But like for our our base model, like I call it my show truck, the one that has like a fiberglass. We offer, we always offer like a 14 foot moving truck is what we really recommend to everybody because it is like the easiest for most people to move while still being able to put stuff in there.

00:24:29:13 – 00:24:47:24

Unknown

So that’s about like 4000 dollars a month, whether the rental insurance you’re looking but that that does the rental insurance program that does vary by state. So that’s why I can’t give you like a totally exact answer. But so you’re from that and then I’m going to do you have the option to purchase the truck for the residual value?

00:24:48:09 – 00:25:14:17

Unknown

So you’re looking at like at the end of a four or five year lease, you’re looking at spending about $11,000. You can own that truck, have unlimited miles included. You need the five year, 100,000 mile warranty, roadside assistance, everything that a typical new vehicle. It’s just on lease. I’ll just do lease. All right. So here’s the numbers on lease, you guys, for all you nerds that are writing this stuff, it’s 1400 dollars times 12 months comes out to be $16,800 gap.

00:25:15:09 – 00:25:37:02

Unknown

So $16,800 is going to be about $750,000 worth of real estate sold to pencil that. So if you’re deciding whether or not you want to buy a fucking truck, you say, well, this truck over the next 12 months make me more than $750,000 of gross volume sold. If you’re in San Diego. And that’s like the price of a parking spot, well, great.

00:25:37:04 – 00:25:54:20

Unknown

You can’t sell one house with a big ass truck like that. You’re an idiot if you’re in the Midwest and the sales prices about 200 to 50, you need to sell three houses as a result of the truck. It’s not going to be does or does it not pencil or do I get a positive ROI? It’s going to be on say, how the hell are you going to market the truck?

00:25:54:20 – 00:26:23:22

Unknown

The truck is just there. The truck doesn’t bring the business. You still bring the business. The truck just gets eyeballs. This is very similar to video, you guys. This is all we do. We create content and our numbers are around the same. That’s why every single client of ours has a positive return on investment, as long as they stick with it for 12 months because our costs would run $12,000 a year to do someone’s videos if they can’t sell more than $500,000 of real estate as a result of all that attention, they’re in the wrong damn business.

00:26:23:22 – 00:26:47:06

Unknown

It’s the exact same. It’s how you market branding. That’s how you come up with an eye on branding. Does that make sense, folks? And I bothered you. Follow me as I actually mentally make sense. So that’s like I mean, that seems I thought I was getting more expensive doesn’t be more like 2500 bucks. That’s pretty good because you could probably least what does Amy lesser ad space on there and how much rentable space is on this truck?

00:26:47:18 – 00:27:05:10

Unknown

She’s actually starting to do the sides. I don’t remember right now what it is because we’re actually currently working on articles. She’s going be on the cover of my next magazine. We do a quarterly magazine here. Go. But I know she she sells them for $2 a spot in the back and that’s there’s eight spots, so it’s 6000 dollars a month.

00:27:05:10 – 00:27:24:18

Unknown

So she’s paying for this. It’s paying the advertising should cover the cost of the truck. Right. Then you’re only costing you like probably gas and maybe a little bit of insurance. Well, yeah, but the cool thing, well, that’s a 1400 dollars. That includes the insurance license that we offer, which had like $5 million with the liability. So it’s really a cool program.

00:27:24:18 – 00:27:38:00

Unknown

And as a software buyer, you better like rent the truck out and schedule it. And that way you don’t have to like spend a lot of time on it. You can send a link to somebody like sign up to rent my truck so it can be like in your signature line or anything. It’s really simple. It’s pretty simple to mark.

00:27:38:00 – 00:28:03:05

Unknown

And if you put you have to excuse, it’s just it sticks out. I think it’s pretty cool and there’s a lot of different things, but you do have to have it branded your way like I would almost. The people that are probably a little bit ballsy out there, like I can see some like Donald Trump fan doing like a make in real estate great again truck like wrapped that’s a problem crush it in the right market right right.

00:28:03:05 – 00:28:29:14

Unknown

Right market. But I can also see we had as attorney guy he calls himself like I got I’ll see like the tattooed realtor or something like that, you know, where there’s like somebody with a mind would be your real estate. Like your real estate, dude. Like, that’s always been my brand. Yeah. No, that’s. That’s perfect. I just had a guy, I don’t know, maybe he has a tattoo guy, but it seems like one light on his arm and he had that like in the it’s so that’s cool.

00:28:29:15 – 00:28:50:13

Unknown

That’s him. Yeah. Don’t know. That’s not that same guy I’m talking about but I saw another one. That would be awesome. This guy is a mortgage broker and it said But Wu-Tang is forever, right? I saw an air conditioning company in Chicago and I, 55, had the best billboard ever saw. And it said, Your wife is hot. That was really good.

00:28:50:16 – 00:29:14:07

Unknown

I just like some of these little things like this. You guys are. It’s not what’s on there. It’s the impact it makes. And that’s what branding is. If you’re not doing anything in your business on a weekly or monthly basis, that’s making an impact in your community, that’s keeping your voice and your brand at the forefront, you’re losing business in whichever way you want to do it.

00:29:14:16 – 00:29:34:06

Unknown

So any other closing thoughts you want to think about? Have fun with that and do some cool graphics and and work with your community to get on the strike. So once you tell them where they could, if you have any closing thoughts, go ahead and a lot of invite. But if you want to tell them where to find you when you’re done with that, go for it.

00:29:34:12 – 00:30:04:07

Unknown

Yeah, well, if anybody wants to if you guys send me an email info it on the new trucks dot com, I will give you a free graphics design. So you able to check out what a truck would look like for you and what your branding would look like. So that’s a cool thing. I think that I can offer for for all you guys with a real estate dude, go and then you guys can find me on on the move trucks dot com and my name C.J. if you have any questions, feel free to give us a call.

00:30:04:17 – 00:30:22:02

Unknown

Well, on the move, trucks dot com. Visit it, guys. Check it out and appreciate you listening. Another episode of the Real Estate Marketing Dude Podcast. Folks, if you like what we talked about today in branding, you need to check out referral suite. Referral suite will keep you in front of your database. It will help with your social media content, video, email, content, and direct mail.

00:30:22:02 – 00:30:40:16

Unknown

We take a three pronged approach to staying on top of mind with the people that matter most. That’s anyone that’s on your Facebook, feed your friends lists, anything. If you would say hello to in the grocery store, I want to farm them each month with content so that they become a referral source for your business. Go ahead and visit referral suite dot com, referral suite dot com and we’ll see you guys next week’s episode, please.

00:30:41:16 – 00:31:05:15

Unknown

Thank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW W dot real estate marketing dude dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.

00:31:05:19 – 00:31:21:08

Unknown

Thanks for watching another episode of the podcast. We’ll see you next at.

Crisis is Seasonal | Faith Over Fear with Sarah Cruse

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Sarah Cruse joins us to talk about how to succeed in this market. It’s a hard road to success and there are always more things to learn.

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Check Out Her Website

Transcript:

00:00:00:03 – 00:00:28:01

Unknown

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them, Let’s get started.

00:00:31:05 – 00:00:47:10

Unknown

What’s up, ladies and gentlemen, welcome to other episode of the Real Estate Marketing Dude Podcast. Folks, what we’re going to get to is a look the title of today’s episode. You’re like, What the hell is that mean? Crisis is seasonal. And this is I’ve been talking to people all over the country. I always do. And I asked one of the questions I ask is, how are people doing?

00:00:47:10 – 00:01:06:23

Unknown

How are people doing? If you click on social media right now, you would think that nothing’s wrong because everyone’s, oh, just a great old God damn well I don’t like saying that word. It’s just a damn good time. And you probably are like, you wouldn’t think anything’s going wrong, but, you know, I think we’re all lying to us and people who are who are crushing it right now.

00:01:07:00 – 00:01:24:19

Unknown

God bless you. Like congratulations. Keep going. But the reality is there’s a lot of people who are not. As a matter of fact, 60,000 are real estate agents just left the industry according to some recent stats. I’ve seen them from multiple places. I’m sure that number is not higher because once renewal comes around, I think that’s going to even increase greater.

00:01:25:14 – 00:01:46:23

Unknown

I don’t know what show we’re on, but probably about six months ago I said multiple shows. I said the amount of agents leaving the industry is going to be greater than the less amount of homes that are being sold within the same marketplace. And if you guys remember that episode, if you didn’t go listen to my shit because I know what the fuck I’m talking about and it’s happening right now.

00:01:46:23 – 00:02:09:15

Unknown

So yes, transactions are down. But don’t get me wrong, there’s still opportunity out there. And what changes is the way you market your business, the way you look at your business, the way you approach your business, because if you keep doing the same thing, you’re not adapting the business, you’re just the salesperson chasing the check. So we’re going give you some fucking real world advice today and if that’s you right now, listen, pay attention to this, because this might be the episode you’re waiting for.

00:02:09:22 – 00:02:30:01

Unknown

And we’re going to just talk about business life, how you overcome these peaks and valleys, trials and tribulations within your lifetime. If you also listen to my show, I always talk about my faith in Christ. The reason for that is because that’s what got me through all of my seasons. And trust me, I’ve had quite a roller coaster in my lifetime, so so is our guest.

00:02:30:08 – 00:02:42:11

Unknown

So what we’re going to do today is introduce our guests. You actually, we just got out here. She thought we were going to prepare for the show. I’m like, no, we’re going fucking live right now. You’re not. We’re going to take notes and prepare on how we’re going to go out and do this show. I’m like, No, I’ve never done that in my life.

00:02:42:18 – 00:03:02:20

Unknown

So what we’re going to do is we’re going to go live right now and just roll with it. So I’ve known her for quite a while. I actually should probably since 2015 ish, I’m guessing. Yep. And I remember when I first met her was at a club wealth event, I would believe, and I was speaking and she was an attendee and she came up and grabbed me.

00:03:02:20 – 00:03:17:23

Unknown

She’s like, Tell me how you doing this? Tell me how Eunice She was asking all the questions and she was, you know, like you could just tell she was going to do something and then she ended up wrecking crushing it and really doing well. And you have quite a story to tell. So sorry for the long, drawn out informational introduction here.

00:03:17:23 – 00:03:54:02

Unknown

But without further ado, Sarah Cruz. Hi, Sarah. Hey, thank you for having me on that was a really good intro. Um, yeah. So yeah, like he said, I did not prepare for this, so just, you know, hopefully don’t sound whiny or anything, but back in 2015, I left emotionally abusive husband packed up, my kids left. 2016, I was divorced and I, I had been a stay at home mom.

00:03:54:02 – 00:04:28:05

Unknown

And so I felt at the time that real estate was my only option because I couldn’t afford daycare. All three all three kids were not old enough to be in public school. And so low income just straight. Just no. And just like boom. Yep. You got I think that what I had going for me is I had been a loan officer back before 2008 and then I had I went ahead and by the grace of God had my real estate license.

00:04:28:05 – 00:04:58:06

Unknown

So I was ready to roll. But we all know like it’s when you’re a solo agent, you get out there and it’s a rollercoaster. So I was in foreclosure twice. I dug myself out a couple of times. And just looking back on that time, it I, I may I was able to make six figures within two years, which I think for a single mom that’s pretty good.

00:04:59:01 – 00:05:20:10

Unknown

I had three kids at home screaming. I mean, take you take a phone call and you have people you have kids crying in the background, which in the beginning that stressed me out. I mean, I would hide in my master closet and then after time, I just let it roll because I mean, the kids would build trust. No one seemed to care.

00:05:20:10 – 00:05:48:11

Unknown

Most of the families that I helped had kids, so they totally understood. So just moving. They became part of your brand too, though, right? Yeah. Without even, you know, that was something that I didn’t even think about. I didn’t know I needed a brand or anything, but I that is how I am known across the United States in the real estate coaching world.

00:05:49:16 – 00:06:19:16

Unknown

And then, yeah, here at home, single mom and still single mom. So yeah. So getting through. Let me ask you a couple questions right here on this and just that, because I want us to resonate with some people. Things always just sort of work out. I believe and I believe that it’s like, you know, if you’re like animals, like if you’re a cat, you’re going to find a way to eat.

00:06:20:08 – 00:06:42:18

Unknown

Mm hmm. Dogs do the same thing. Mammals do this in natural like habitats. And when you’re in and your back’s against a wall and you have housing payments to make kids to feed, you know, all the above, like you’re going to figure it out. But we can’t do is just stay frozen. Exactly. And I so I’m super thankful for their I know there’s a reason I went through all of that.

00:06:43:06 – 00:07:09:20

Unknown

And I’m super, super thankful that I went through it. I don’t know why it is beyond my understanding. I’m just really excited. You know, I, I know God has huge plans for me and I mean, not just with that situation. I just recently went through another one and I’m just just that much more ahead. And so let’s unpack this really quick, because like in real estate, you have to like fall on your face.

00:07:09:20 – 00:07:24:17

Unknown

It’s really the only time you ever learn. And I’m going to give you an example, and this might be some you guys listening every this happens every single age. I mean, doing this for so long, I could I could literally tell you this. So after that, 3 to 4 years, when you start making it might start making six figures.

00:07:24:24 – 00:07:48:21

Unknown

You’re had get so fucking big, your ego floats up and you literally think you’re shit don’t stink. It is a disease. I’ve seen it with everybody. I literally don’t know anyone who hasn’t done it. And the same story happens. It’s happened to me too. Your egos run in. You think you’re walking on water, folks. We’re just fucking real estate agents.

00:07:48:21 – 00:08:25:05

Unknown

Okay. All right. At the end of the day, get over ourselves. The ego will kill your business. The ego is what brought me bankrupt. Thinking, not planning ahead, not working on business, thinking that I could always just figure it out. Did you have an ego? 2.0, I’m sure. I mean, I just I was going through files last night and I had taken a screenshot of my backend software with my brokerage, and I had all these like you had to scroll to go through all my deals and I was like, look, it was like, look where I’m at, you know, like I’ve got this figured out.

00:08:25:11 – 00:08:49:22

Unknown

But the thing is, it’s like you have to a lot of people in that position become reactive. So winners are proactive like we that a lot of us should have planned on a market like this. I grew my business in this market and then I got, you know, got to sell it and it was easy. And then, bam, here we are again.

00:08:50:06 – 00:09:17:01

Unknown

And and that wasn’t the experience that I, I, I did experience. There was other things going on in my life, but I was not proactive. I, I was reactive since November. So let’s unpack these things first. What did you know from 2016 to 17 to that you didn’t know in 2019, but you only realize in hindsight, right? You probably didn’t do a panel before.

00:09:17:21 – 00:09:43:09

Unknown

Oh, no. Okay, that’s necessary. In my case, like when I got to San Diego, I was so bad with numbers. I just learned the piano in the last 18 to 24 months. That’s when I really started making money like I had the fall to frickin learn the case here. So that’s not a loss, though, at the same time, because you can’t pay for that knowledge.

00:09:43:09 – 00:10:13:14

Unknown

No, that’s a really good point. Pianos are I mean, there’s other things that I’m sure I wish I would have known back then, but when you’re just I mean, it was a shit show and just throwing wet noodles against the wall to see what would stick, you know? But when you do that, when you get your business and your bank accounts all set up and you get that PNL, which I finally just hired somebody to help me, which, by the way, she’s been amazing.

00:10:14:00 – 00:10:36:12

Unknown

But you find that you are not making as much money as you think you are. And it really puts you you have to be put you have to be forced into that headspace. You guys have to know every number in your business. Every number. Like I know my number so well right now that I just know every moment, any business I’m involved, they know every dollar and know where it spent.

00:10:36:12 – 00:10:47:11

Unknown

I know what my budget is. I know what my groceries cost. I know everything it is in this market. That’s probably the number one thing that people and if you don’t know, yeah, trust me, you’re going to fall on your face and you’re going to learn it. You’re going to come out of it, though, learning it. And that’s what it takes.

00:10:48:21 – 00:11:18:19

Unknown

What about just looking at, you know, looking at just business generation, obtaining clients? What did you find when you didn’t have any money to spend? Where did you put that effort? What did you do to generate it? What did you do to make that happen? Okay. So when I was new and I didn’t realize it at the time, I was doing open houses, maybe events, and then so what?

00:11:18:19 – 00:11:40:18

Unknown

It wasn’t necessarily the open houses that grew my bit. In fact, it was not the open houses. I remember one client that I got and he ended up being a repeat client, but isn’t for as many open houses as I did. I don’t know if I can say that it was worth it or not, but it was posting on social media about not my cute little graphics, but like, oh, here I am putting up signs.

00:11:41:01 – 00:12:08:03

Unknown

Oh, here I am. It’s, you know, in Galveston, it’s windy, it’s about to have a hurricane. But I have this open house planned and just I well, I didn’t realize at the time, but I was showing the real life of a real estate agent or, you know, of Sarah Cruz. So told me posting about like your your what is it the home snap award that like 99% of the real estate population gets that says like congratulations.

00:12:08:03 – 00:12:22:10

Unknown

You’re like in the top 1% and everyone posts and they’re like, oh my God, I post the award or they or maybe it’s the just listed like or it just sold like, I hate that shit. It makes me a court, folks. You just have to tell your damn story. She’s just hitting her database. So in other words, your business came from your relationships.

00:12:23:01 – 00:12:53:01

Unknown

Yes. Yes. And when you’re doing that, which it’s super important to reach out to your your sphere, because those are your warm relationships. But thank God for social media. And by the way, if that’s ever ripped out from under us, but so many more agents, there’s probably going to be about 2% of agents that are still in the business because they have an email list.

00:12:53:01 – 00:13:13:23

Unknown

I think a lot of us rely way too much on social media, and I’m one of them still. And, you know, just doing all the things it it’s you really have to leverage your time. And that’s another thing I learned through this last one. I had lover. I paid for leverage and then I had to let all of it go and it’s like I’m building back up.

00:13:15:00 – 00:13:34:03

Unknown

We’ll take a quick a quick small second for a commercial break. If you’ve not heard about referral suite dot com, referral suite dot com. What that does it helps you market your database on social media through video email and automated through direct mail. It’s the only place you need to nurture, grow, manage and stay in front of your damn relationships so they stop forgetting who the fuck you are.

00:13:34:04 – 00:13:57:03

Unknown

All right, let’s go back to the regular episode because you’re not marketing in your database. Someone is. That’s right. And that damn software that I finally moved out here for this finally day, I’m ready and I’m launching it next week. Fuck, yeah. Boom. That’s a ten year road. $600,000 down the drain. But I didn’t quit. And neither will you in this market.

00:13:58:04 – 00:14:17:22

Unknown

No. Now, so let’s get back into this, because you started making it. I saw you start like speaking and creating a lot of content. And yes, like guys get the business right in front of you, but if you’re hiding in the closet, you’re chasing a bunch of strangers. Like your business is just never going to take off. You’re just going to get burnt out unless you’re a fucking robot.

00:14:17:22 – 00:14:38:01

Unknown

There are some robots out there. And if you’re a robot, congratulations. But the vast majority of us aren’t. We have feelings. It’s emotional, stressful. We can’t cold call every day like this is the reality of it. A lot of us are salespeople. It’s very rare to find a good salesperson. Now you’re going through some else right now, and I don’t know what you want to share about that.

00:14:38:01 – 00:14:56:07

Unknown

You don’t share any of it. However, you’re going through another season like you this is only two years. You thought you were probably you were like, Oh, fuck, I got it made and then I’ll send it crash again. Yeah, well, I which I know you know a lot about this, but I went, I slid right into a deep depression.

00:14:56:07 – 00:15:23:06

Unknown

And it wasn’t because of the market, it was just things that were I was burnt out. I was really burnt out because it’s I one of the things that I pride myself on, oh, maybe I shouldn’t say that, but a lot of my clients use me because I’m so responsive and I think I just wore myself out and, you know, still three boys.

00:15:23:06 – 00:15:53:11

Unknown

I try I run my ass off for them and I like I try to make it to where it doesn’t feel like a one parent household because it’s not their fault that their parents are stupid and had a failed relationship. So all three play sports. I’m constantly driving them around. I pay for everything my ex-husband does. I don’t even care about throwing him under the bus anymore.

00:15:54:00 – 00:16:22:05

Unknown

He does not hold his weight. He is not a good dad. He has no respect for women. So he has no respect for me. I think there’s one woman in this world that he has respect for, and that’s his aunt and that’s it, not even his mom. So he I do everything on my own and running a business, you know, I yes, I do make great money.

00:16:22:05 – 00:16:41:10

Unknown

It just got to the point where I just I got tired and I just but here’s what I learned from all of that. And that was months and months of just let’s go through that. I remember days that like I literally like full disclosure and I left Chicago. I was like, I can’t get the fuck out of here.

00:16:41:10 – 00:17:02:00

Unknown

I can’t even look at a granite countertop anymore. Like, I swear to God, if I hear the word fucking stainless steel appliance upgrades GFCI outlets, I’m going to fucking throw up. Yeah, because like, it’s so emotional like the $10 people are fighting over. It got to the point where people are fighting over like a what is $1,000 on a home inspection item and I’m making like 15 grand.

00:17:02:00 – 00:17:19:09

Unknown

I’m like, I’ll fucking pay it. I don’t give a shit, shut the fuck up. Like, I don’t care. Like just get out of here. Like, stop fighting. Yeah, honestly, I personally kind of I’m like, but I love the marketing side of the business. I love the Legionary side. That’s why I moved. But if you guys feel that way right now, that’s real shit.

00:17:19:09 – 00:17:40:14

Unknown

Like, I think it happens, everybody. And I just don’t think anyone talks about it because you could get just burnt out in this business, you know, over everyone. How many clients have you shown it and show them 80 houses and in a buy anything or how many times have you logged on and found out one of your friends fucking hired your other friend or you know, the stuff gets it’s like a dagger go through your heart.

00:17:41:12 – 00:18:09:02

Unknown

Yeah. I mean I, my own views on that. I just I’m normally, I’m just like, well, what, what did I for some reason they didn’t use me and whether somebody else could have built that trust. So they liked somebody more than me. And it doesn’t I don’t want it hurt my feelings and that’s that’s a huge thing in the real estate world is don’t get if your mom doesn’t use you you should ask yourself why.

00:18:09:02 – 00:18:36:12

Unknown

But it’s like if you have to look in the mirror, well, yeah, that’s their job to remember what you do. It’s your job to remind them. That is exactly right. And there’s, you know, if if there’s a lot more short sales and a lot more foreclosures, you can bet your like, you need to be like getting cold business because those people aren’t going to be using their friends like they’re in a financial dilemma.

00:18:36:21 – 00:19:05:23

Unknown

So giving me a little bit of a preview of where we’re headed, I don’t really I don’t know. I in my area, the markets always good. It was really good obviously during COVID, but I don’t I so after Hurricane Harvey I thought that was it was like my business is done. I just I had only been in business for like two years and I was building up and I’m like, Well, there we go.

00:19:06:09 – 00:19:33:06

Unknown

And it just like it took off. So, I don’t know, I think if you acclimate to the market because now we have a ton of flooded homes and we are super saturated with investors and that’s actually that specific part of investing is not my niche, but like my investors buy you construction, but you just have to acclimate to the market, whatever.

00:19:33:06 – 00:20:00:09

Unknown

You have to be proactive and just not reactive, just be proactive, acclimate to the market, learn whatever is coming our way. And so I don’t know. I don’t think our market’s going to be bad, not here in Houston. I’m curious about what’s going to happen in San Diego because I don’t know, like no one in their right mind is going to buy a house at a 7% interest rate at like 1.5 million when you can rent the same house for a third less.

00:20:00:23 – 00:20:29:23

Unknown

Yeah, that’s the problem I see in this market, but it’s so different. A lot of people are living here too. They’re not like excited about like the future of California. So barely. But we have a lot of y’all come in here. Yeah, I know. We’re keeping you damn busy. All right, so where do we take this? Like, I think there’s a lot here, because the second thing that you’re you’re coming through now is what you you keep you don’t stop.

00:20:29:24 – 00:20:51:22

Unknown

You keep going out there. And then I believe that opportunities as long as you’re really loud. So I like content creation so much as that. We have a client that is running for fucking mayor because he’s on video like it’s crazy. And the amount of brand you could just build doing it consistently never fails. But there’s always the real win in it isn’t the amount of clients you get, it’s the other opportunities that come your way.

00:20:52:10 – 00:21:16:03

Unknown

And I think if people just because it just creates more conversations when you’re just putting yourself out there and these different conversations leave different opportunities and I’m sure I don’t we haven’t talked since, but I’m guessing that these little opportunities that have happened your way, you have a course that you created, you have a another business. You’re running and running on a leadership level.

00:21:16:10 – 00:21:42:20

Unknown

But those didn’t just come to you because you were sitting in the closet, not doing anything, not hustling. They’re doing it as a result of those. But none of that has a deal with a direct client for real estate, does it? No. And it’s actually so during this most recent rough patch that was my therapy is I just would get on my computer and I would just write and I would shoot video for my course.

00:21:43:14 – 00:22:08:07

Unknown

But yeah, so back and I’m back. When you were making my videos, it wasn’t even I didn’t even have to run ads. I mean, I would just post it and the organic reach my business just like took off that’s and I, I’m shooting myself in the foot because I don’t do as much videos I need to be doing.

00:22:08:24 – 00:22:32:17

Unknown

But I just wanted to throw that out there because you’re probably going to need it. Yeah. Like you need to open houses. You don’t need to do events, you just need to be on video, on social media. You don’t even have to run ads behind it. Now, I didn’t have to be good to. Kristen was coaching and she’s all about like rich ads and everything.

00:22:33:02 – 00:23:00:01

Unknown

But if you don’t have the money to start that you just you you can just use that organic reach. But yeah, back on these life events, just going through this last one, the biggest thing that I learned and, and this has nothing to do with real estate, but I know like everybody goes through this is when you are I got I got to the point where I was super upset with my ex-husband.

00:23:01:19 – 00:23:35:19

Unknown

And we have this cycle of abundance like it’s like this ongoing. Like we just we all the cycle of abundance you give, you receive. And when you are hung up on something that completely stops. And I let that control my mental peace and in turn that like my business came to a complete halt. And I every day, like, like the resentment, like you were so pissed off about this thing that you couldn’t move forward.

00:23:36:06 – 00:24:06:16

Unknown

So right now, my oldest is in Cooperstown, New York, for a tournament that I busted my ass to get them to me and the other parents. We were fundraising like crazy I every it’s my blood sweat and tears I pay for his baseball every month. I take them to practice. I take them to games. I fundraised. I bought his plane ticket.

00:24:06:18 – 00:24:40:08

Unknown

His new client studies wearing like everything and my ex-husband doesn’t pay child support. Didn’t help at all. Doesn’t help. And guess who’s at the tournament right now watching my son. And I’m here at home because I couldn’t go. And I have been so stuck on that. And it like every day I have to work on forgiveness and letting it go so that the rest of my life can run at the speed that I want.

00:24:40:08 – 00:25:21:05

Unknown

And it’s not completely all his fault. Like when I’m producing, none of this matters. None of this matters. I’m like, You know what? You’re hurting yourself. Because I get to see the boy’s little quirks. I get to see them grow. I get I that’s my gift. And he doesn’t get that. But he’s looking like super dad right now and Cooperstown am and did absolutely zero to get his son there but I guarantee he had his travel plans all paid for all made while the rest of us were bussing our house to get our kids to Cooperstown.

00:25:21:14 – 00:25:52:24

Unknown

So like I it if anyone knows it’s me. Like, I feel that pain and I on a daily basis have to forgive him or I just. I’m going to live in this turmoil and I’m not going to make any money. My business is not going to run and I need it to. I mean, worst enemy. Yes. Yes. It’s crazy what our minds do.

00:25:52:24 – 00:26:31:23

Unknown

It’s there’s so elaborate. And you have to learn to control and have peace. Mm hmm. How much how much do you rely? And then I’m assuming this is where faith comes in for you. I want you to rely back on. Yes. Yeah. And I. And I know. And back in 2015, 20, 16,017, when I was 13, when I was Laina Wake at 3:00 wondering how I’m going to, you know, pay the electricity bill or whatnot.

00:26:31:23 – 00:27:03:00

Unknown

I was always I made sure that I was always thanking God for what I did have. I did have a roof over my head. I owned my home. So I didn’t I didn’t have to worry about getting evicted. In fact, like I totally I used like I knew the bank wasn’t going to come after me and I had a good six months, but I would dig myself out like every three months and then I would go on that roller coaster again.

00:27:03:00 – 00:27:25:14

Unknown

I was brutal. Yeah, but I. I swear, like, the last six months have been even worse than what I went through back then. And I’m. And that’s what a lot of people I think are happening right now. But tell them and, you know, you’re not out of it yet. No, no. I have to build my business back up.

00:27:26:05 – 00:27:49:23

Unknown

But my bit and and just to be super authentic and transparent. Yes, I had things set up. I had my pal whatever. But I, I had to go through what I went through for a reason. And now ramping back up, it is just so much more organized like I know what to do now and know putting those steps in place.

00:27:49:23 – 00:28:15:03

Unknown

And I, I, I’m super excited to see what God has in plan land for me because just everything that I’ve been going through and experiencing, like it’s just that much better just coming out and you realize too, your real friends are too okay. You get to see who the fake people are, who the real people are, who really has your back.

00:28:15:10 – 00:28:30:04

Unknown

My dad told me I was younger. If you have two friends in your life, you actually had a good life. And I used to say, look at thousands of friends and hundreds of friends, like I’m the most popular kid in college. What do you mean? And he was right. I’m like, you know, because once, you know, money goes away.

00:28:30:04 – 00:28:52:02

Unknown

And then I went from to be okay, pretty much everyone left with it. And then also and you see who’s around. But yeah, most people today are all talk. I can tell you firsthand, a lot of people you listen to, I’ll talk, bitch, you know, just the way it is. But I think the point here is, is that life isn’t always what it seems to be.

00:28:52:02 – 00:29:09:20

Unknown

And this isn’t meant to doom and gloom, but motivate for you guys listening to this, because you guys are a lot of you going through this shit right now in my life, I relied back on my own faith, same way it was like for maybe just four years ago. And I remember as Christmas and I only had like $300 in my checking account.

00:29:10:09 – 00:29:30:21

Unknown

And it was I think I was like the 23rd of December. And I bought $300 worth of gifts at Tuesday morning. And that’s the name of the store for Chris for Christmas. But I still had presents and I’m like, All right, what am I going to do for dinner the next day? And like and who knows? Like, money just showed up and I stopped worrying about my monthlies and whatnot.

00:29:30:21 – 00:29:51:00

Unknown

I actually started tithing. It wasn’t until I started tithing that business started growing, oddly enough. So I encourage you guys, I’m not trying to preach the word to you because that’s I could just tell you about it. And it’s up to you to take that and accept that into your life. But if what I just said resonated or what Sara just said resonated, then give it a shot.

00:29:51:00 – 00:30:12:18

Unknown

Because what do you got to lose at the same time? And I think if you could find peace through strength and just do it inner what happens is that like magical it’s just what happens with everyone who tries it. So I would encourage you to take a look at faith if you haven’t yet. Anything went Oh, I mean a ton.

00:30:12:18 – 00:30:39:05

Unknown

I mean I just going through those things and I just tell you, I’m one of my best friends. The other day, like I I’ve been very lazy about taking my boys to church, but we, they know who Jesus is. They know who God is. But the fact that I was raised on Christian values have helped me tremendously. Has I?

00:30:39:05 – 00:31:04:07

Unknown

It that event brought me so much closer to God and I had to one day I remember so clearly. I just had I had to I just threw my hands up and I just gave it all to God. I was just I can’t do it on my own. I was trying to control everything. I was trying to control the Cooperstown situation and my ex-husband and myself.

00:31:04:13 – 00:31:30:12

Unknown

And I just I finally had to just throw my hands up and I just I was not forced, but I just was constantly talking to God. And I this is the whole story. But I would hate for my clients to know. But whatever, once that happens and this was just last month, once that happened, an acquaintance called me.

00:31:30:13 – 00:32:00:14

Unknown

Her house was had been on the market for six months in my neighborhood. And if your your house is on sale on the market six months later in my neighborhood, our house fly off the market. Something’s wrong. And I their listing expired. I took over immediately. I sold that house within 2 hours of it being listed on the MLS for almost as much as it had been listed for before.

00:32:01:01 – 00:32:23:23

Unknown

And it was all cash and like I had money in my account within two weeks and that was like I, I was wondering how I was going to be paying my mortgage in June. That’s how bad my business and like I listen to all the gurus, I had six months of reserve in my bank account and that’s that’s how long I had been going through that fund.

00:32:23:23 – 00:32:48:23

Unknown

And I was running out of money. And as soon as I just let it go and gave it to God, like, boom, now it’s like life. And every single day something happens to where like the, the brokerage I just joined and partnered with. We have four divisions coming up. We started a leasing division because of my leasing course that took off and is going great.

00:32:49:02 – 00:33:05:21

Unknown

We’re building a team and then one of my best friends calls and says, I want to just sit in front of my computer and come to my. And I was like, awesome, because that’s like it that we’ve needed that we, there’s investors that need somebody to do that and we can make a lot of money off of that.

00:33:05:21 – 00:33:31:17

Unknown

So and then we’re starting a home swap division where it’s where we are going to be. The experts on estimable rates. You don’t want to sell your house because you don’t want to get in a higher rate. Well, here’s somebody else that needs the same thing. Home swap. So it’s just I mean, business is awesome now and I just had to let go and forgive, let go, let God.

00:33:31:17 – 00:33:51:09

Unknown

And so I’m a huge yeah just for a lot give it all up here. I was like Mike and Darren covered like I’m like, why don’t you want to wear a mask? I’m like, because if Scott thinks I’m going to die, I would go, but I’m going to get it. No matter whether or not I have a fucking mask on or not, I don’t give a fuck about no stupid, you know, COVID, whatever.

00:33:51:09 – 00:34:09:03

Unknown

Like, even if the people were turning into zombies, I’d say when my time to go, my time to go. But I’m not going to stop doing what I’m doing today because of what someone else says. And that’s what faith over fear is, folks. So great episode, folks. This is, you know, to really do like these motivational type things, but it just felt we should.

00:34:09:23 – 00:34:30:17

Unknown

I think we did a good job. I thought it was good show. Any closing thoughts once you talk about your leasing course that you mentioned, now that we do have a business side, let’s see if we can help sell some of your courses. Why don’t you tell them how they could get involved in that? Folks, what you just said was for different, unique selling propositions, adapting to the current market conditions.

00:34:31:19 – 00:34:54:14

Unknown

And you have to people are still going to be moving. You have to be a problem solver for those who are. So you have to shift and you have to shift the way you market your business. You have to shift the way you generate business because yes, she’s right. The truth is that people who are safe right now aren’t going to move as likely because they can’t replace the same house they’re living in with today’s rates at the same price, they’re paying for it.

00:34:54:19 – 00:35:16:08

Unknown

And that’s one of the biggest problems. Hence this home swap creation she’s come up with. She’s solving a problem. And anytime you could be a problem solver on your business, regardless of market conditions is going to happen. I’m going hard into distressed. I’m focusing on high debt, bankruptcy, foreclosure, short sale, 60, 90 day lates because those are the transactions that are going to happen right.

00:35:16:08 – 00:35:41:21

Unknown

That’s what happens in a shift. So buy your course and tell me about that and let’s get this show wrap so you guys can get back to your day. Yeah, the main course, the core offer is how to be a six figure agent and it’s not it’s not business coaching. It is like the art of how to get business.

00:35:43:14 – 00:36:11:16

Unknown

And then what I’m an expert at Lisa, is because I have a lot of investors, we buy, buy and holds and I turn around and I list and for lease I get tenants and I’m sorry my dog was not supposed to be in my room and so I did a leasing course. So if you need money right away, if you’re an agent and you’re struggling and you need money, this is a course that teaches you how to make immediate money.

00:36:12:05 – 00:36:45:17

Unknown

And while you’re building your business and honestly, like I put lead gen stuff in my leasing course, which you can totally use for buyers and sellers. So and it’s much cheaper where do I get it? And well, I can send you the link I have, but I don’t even know my link tree link. But if you go on link tree and you search Sarah Kors S.A. RH C r us e it will take you to there that up program.

00:36:46:19 – 00:37:11:21

Unknown

Sarah Cruz Keep crushing it and don’t stop folks listen to this a couple times. Do you? I know a lot of you. I feel exactly what we were talking about. I just know it and take notes and just sit back. Zero in. Don’t run around like a chicken. That’s what happens. You know, you’re that animal trying to get out of the hole that you got stuck in and you can’t really sit back and think of an intelligent way to get out of a hole.

00:37:11:21 – 00:37:27:08

Unknown

You just keep clawing at what’s next and that’s where these folks, that’s when you start spinning wheels like a hamster wheel. You don’t get out of it. So get the fuck out of it. It’s up to you to do. And yes, you can do it because I guarantee you, chances are probably what me and her have gone through.

00:37:28:02 – 00:37:46:02

Unknown

And I don’t mean this in a negative way, but it’s probably a lot worse than what you’re probably going through right now yourself, because we’ve gone through some shit and a lot of it wasn’t shared on this, but maybe it will get really, really deep on another episode if we get a good response on this one, I’ll be happy to go really, really deep.

00:37:46:10 – 00:38:03:16

Unknown

So thanks for listening, guys. Check out our new software we just launched. It’s called Referral Suite. AECOM is a component of suite assist. If you want to learn about that, it’s called suite assist. Visit that W WW dot sweet assist dot com piece we’ll see you next week. Thank you for watching. Another episode of the Real Estate Marketing Do podcast.

00:38:03:16 – 00:38:24:11

Unknown

If you need help with video or finding out what your brand is, visit our Web site at WW dot real estate marketing dude dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.

00:38:24:15 – 00:38:41:06

Unknown

Thanks for watching. Another episode of the podcast will see you next at.

The Art of the Cold Call

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We may all be over cold calling, but we can’t pretend it isn’t an art form and occasionally a necessary skill. Today we are going over what it takes to close luxury listings with just some good, old fashioned cold calling.

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Transcript:

So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started.

What’s up ladies and gentlemen, welcome another episode of the real estate marketing, dude, podcast, folks, we’re gonna be chatting about today’s luxury listing. That’s one of the top questions we see in all the Facebook groups. A lot of the questions we get written in the show, and they’re always like, hey, how do I get luxury listings? And usually, my response is, Well, you got to hang out with the people who focus on those homes. Because if you don’t, that’s how you build a relationship with them. Right? That’s actually how Josh Altman got a start. If you ever read his book, Josh Altman used to hang out in the Starbucks. I think I have his book right here in my library somewhere. But he used to hang out in the Starbucks. That’s how he got his first listing he heard overheard eavesdropping in the line, some athlete was selling his house, he threw his coffee way, gets behind them and starts a conversation. And that was how he got his first listing. But he put himself in that environment. So what we’re going to do today is our guest is going to prove me wrong and every single way, because he’s really good at something I’m not. And most Realtors aren’t, to be honest with you either. But that’s why it’s probably working for him and what he’s an expert in is actually going about and getting luxury listings. But starting that prospecting journey on the phone. We’re talking about possible cold calling, and I don’t know yet we’re gonna get into an interview him, but this is phone prospecting, and I can’t do it. I hate sales. I can’t do it. I just can’t do it. I can’t pick up the phone and call someone and try to sell my shit. I like when they come to me. But I do know phone prospecting works very well and our other company owner advocate, we are creating all of our seller leads through cold calling, and we’re cold calling certain aspects. So it does work. Yes, but this dude’s gonna give us the magic. So without further ado, let’s go ahead and introduce our guest George dilemmas. Did I say that correctly? Yes, you did. Right. Damn, I know that. I was taking notes when you said it a couple of times. That’s why. But let’s just say hello to your guests. Tell us a little bit about yourself who you are, where you’re at. And I got all kinds of questions for you.

Absolutely. Again, my name is Georgia lamas. I’m located here in the Panhandle in Florida. You’re probably asking what the heck is that? Well, that’s in a historic part of this is called 30. A. That’s where all our vacationers come down and investors it’s also Destin, Florida is in that area. Lifetime, vacationers come down here as well. And yes, big part of my business sold over 100 million. And I’d say 99% of that’s come through phone prospecting, whether it’s expired listings, just sold pendings. If I see a significant sale, maybe get to know the neighborhood a little bit call in. And basically, I’d love to kind of run through that. See if I can give some good knowledge out to everybody.

That’s crazy. How long have you been in the business first?

I’ve been in the business I got my license in 2013. Probably didn’t start till end of 14 or 15. I think more than 14 I was still full time in another job.

And are you from your local geographic area? Or did you transplant in or

numbers from Boston grew up there? Spent a quite a few years down in South Florida as a little kid moved back up to Boston came up to this area by chance and yeah, that’s really it really came up here by chance? No, definitely didn’t know anybody didn’t have a sphere really had nothing. You just went to work.

That’s why I ask is that because you know, when you have a sphere real estate is not that difficult. You stay in friendly relationships, and it’ll provide consistency in your business, you might not get superduper rich, you’ll have to prospect for that. However, you could have a consistent and make a very good income just off relationships as long as you have them. But when you don’t, what do you do? Right? So alright, let’s get into this. So talk to me about why phone prospecting first and is this the first thing you’ve ever done? Did you ever try anything else out and you stumbled into this? Why did you how did you end up on the phone? Because most of us run away from us?

Sure. So when I started out I mean literally our first year is like throwing spaghetti at the wall right? See what sticks here. Back in the day. I was blogging, back back loading SEO to try to get mine right. I’ll tell you though, I did it and like I get on the first page but then I would you know inbound wasn’t coming right. I would sit open houses i I’d like to but I didn’t really love it. I didn’t really ever like dealing with buyers. I’d rather blow my brains out and having to drive around for days with people hats off to those who do it. So how do they get into it? I started going on YouTube how to how to get listings. I started studying listings, how they sold you know, the photos were bad description was bad. I started studying like, why did this happen? And I stumbled across a guy from Massachusetts so I probably gravitated to him being there. And I saw his YouTube video He did live calls and I literally write down the scripts. What did he say? How did he say it? So that was really the starting to it. And then I just started calling scared as hell phone ring. Don’t answer, don’t answer, don’t answer that answer and stumble. But I have excitement. I have energy, like, because I would go back years later and go, Why the hell did someone listen with me? I had no clue what I was doing. But I just didn’t stop. So that was the evolution started there. And then just over time, I studied my craft every day. I’m probably like you, you know, tons of reading, looking into things. Why do people say certain things? How does the brain work? When somebody says something? What’s subconscious do? And that’s what I really did.

There’s an art to it. It’s not so much like if you know how to like, it’s very similar to dating guys. But there’s an art to it, right? You gotta like, you gotta get an interest. Because let’s be honest, like I get all the today I get all the might be what’s up might be spam, or what’s the word on your phone? Again, like spam likely? And I’m like, I’m not picking that up, you know, like all the time. So I mean, that’s even gotten harder, and you’re still having success. So start at the beginning here. How do we find the people to call? What’s you grabbing data sets? Are you targeting anyone distressed? Where you call him? And how do you know they’re likely to move? And then like, how do we narrow the list out first, we’ll start with that.

Depending on your market, now, this market doesn’t have as many expireds that’s how I kind of cut my teeth on it back in 15. It was an old market, which were kind of returning to now and obviously some parts of distress. But so I would start there, I would get one of those local services, whether it was red X volken. Seven, I like Vulcan seven personally no endorsement, of course, but I used to use it. And it would pour in that day, you’d see all the expires, all the cancels. And then I would be I would really pick and choose even at that point. And this is no offense, anybody I didn’t want to deal with the $500,000. Seller. For the markets I was in. They were almost first time home sellers. Lot. It was for all the work to do for there. Why not go after bigger ones. So I’d see ones that would expire? One to 2 million, 3 million, 4 million some cases up to 10. So that’s the first start.

Quick question, do you find that a lot of people go after that higher end expired? Or do you feel like people get a little bit timid and scared away from that? Like, I wonder how many people are actually calling luxury? Like, how many people are calling the $10 million expired? Sure.

Over. So here, our average price point on 30 days? Shoot? Well, it was up as high as like 2.2 million. It’s obviously come down. So yes, which somebody call it 10 million. And they don’t get as many calls now. Because number one, like you said, scared as hell to do it. The ego protects us, right? Ego says, hey, they probably wouldn’t want us they don’t they don’t want anybody calling their phone. So yeah, that stops them. The ego when you start telling yourself a story, oh, I shouldn’t call their day, they probably already have an agent and go back with their agent and start telling that story. But yeah, I’d ask, Hey, you know, Mark, I’m curious man, you must be your phone must be blown out. You’re getting all these calls about your home coming off? Like no, not really. And I’d start tracking that. So okay, anything over 5 million, the calls dropped way off.

Interesting. Good point, guys. Take notes. Man. That’s a really interesting point that somebody got said, Okay, who else other than expires? What are you doing now?

Also a little bit expired. Again, not much. But more. It’s just sold pendings. Now, I will say, you know, I’m part of a team I was invited to join a couple years ago, it’s been the best thing I’ve ever done. But it also gives us an opportunity to market around our own sales, of course. So we’ll do a lot of that. And a lot of that, I will say it’s not the lowest hanging fruit so that you’d have thick skin or it’s going to be a lower conversion rate. But you’re calling you’re just educating them. Hey, great news. I don’t know if you saw the Carter sent over. as well. I’ll put a scannable code on it where they can watch a video I’ll talk about the product sold. Just let them know what happened. Hey, great news. market is starting to flatten out. But your neighborhood property just wandered to contract and 15 days it was listed at $1,100 a square foot. I’m shocked to see that I’m just extremely happy. I wanted to share it with you guys. Hey, before I let you go, Mark, I am curious, though, if you could get a strong price like this. Would you have any consideration in selling right now? What’s you know? What’s your thoughts? Then you just get into a real conversation. Now. Truth be told, I’ve done this so many times. I’ve had repetition. Oh, so you could say one thing over time I’ve learned it’s a practical intelligence, knowing what to say how to say it for the highest value? I’ll find I’ll know ahead. So you might say no, no, we’re not going to sell right now. Okay, I understand that, you know, but what price point you say no to or if you were to sell? Is this more of a time based thing that you have to wait six months, or you just don’t have somewhere else to go up to this? Because these are investment homes. So if it’s off the beach, maybe ask hey, you know, I’m curious. I love it’s interesting. If you could ever sell anything closer to the beach, would that be like the dream? Would you want to do that? And just kind of get into it from there.

But yeah, you just said some interesting these are investees like second homes. Yeah. so nice in your market. So that’s interesting. She got a lot out of state people might not be privy to like What the hell’s going on every day and whatnot. And that’s to your advantage. It’s not it is

a cheat code here. You’re right, because they don’t have an agent. And most of the time, let’s be really honest with ourselves, right? What’s the old NAR stat? 80% of people loved their pest agent. It’s even probably higher than that. How many times they use them again? And then the numbers dropped way down.

18%? Yes, you guys fail to stay in touch with them?

Exactly. So even here, it’s even easier because out of sight out of mind, I don’t see them. So if I can get a relationship started, if they don’t want to sell right then you’re not we’re not thinking about selling right now. Great. And of course, we get the follow up process started emails video, and then

in front of them run from there. Yeah. Interesting. I like this a lot. Guys. There’s a lot of nuggets. We’re unpacking over here. Out of curiosity, you just said that. The market in you’re in? You’re in Florida, I’m in San Diego. And is the market depreciating? there right now, currently DLLs are a values and how much have a hit? has it taken in the last six months?

Sure. It here it’s really it’s a it’s a it’s not a strange thing. It’s unique. We’re having some neighborhoods that have I would say in my words completely pulled back. You know, they were at, let’s say 2 million. They’re lucky to get now at one eight, in some cases, right, because they have too much inventory temper stuff, right, like 2022. But some of the waterfronts we’re still seeing 2200 square foot 2400 square foot, now there’s less of it. And I will say the sellers and buyers, it’s a it’s a war because there’s good inventory, and then there’s bad. And the bad inventory is overpriced and not turnkey. The good inventory is priced closer to market. And as beautiful finishes completely redone. Even the furniture is upgraded. Because for our market, that’s an important things people buy the homes furnished. And that way they can walk in they’ll do it. But yeah, I mean, sales drop off with 30%. Less than last year, I handled the numbers this week. But if I had about 30% Less transactions. Yep.

And you guys just work hard, harder. I mean, that’s the opportunity zone itself, because a lot of the agents who just list a house on the MLS wait for the buyer to come. You know they’re gonna reality is when the shifts happen, you want a business, it happened last time, it’s gonna happen again, probably. But for those of you who are listening, actually doing the ship full time, you have an opportunity, you’re gonna have to grind like we all did. I grinded, when I started this dude grinds every fucking day. And if you’re not grinding, like you’re not going, there’s no easy button in this business. And whatever that grind is for you. For me, it was content creation. For George, it’s calling. And there’s a thing out there for you guys. Alright, let’s go to the art of the call here. Because this is interesting. I don’t know if we should roleplay this or what but walk me through. I’m a seller, all of a sudden you interrupt my day with a call. And this is more of like a circle prospecting thing. You’re just starting to build a relationship through a phone call getting their information and then farming them essentially. Is that what I’m hearing here? Yeah,

I mean, that’s good, especially now that the markets come down, you’re it goes right back to what it was from 2015 to 2019. Okay. And the call, you’re right, so you hit it, and it’s different tonalities but the opening is very simple. We don’t want to waste your time because again, as you said a little while ago when you look at your phone, and scam likely because you know what you build that habit up in your subconscious to say that salesperson narrator is telling you don’t pick that phone up. Yep. Well, I get you on the phone. It’s very simple. The tonality straightforward. So Hey, Mark, and like, yeah, in the south, I do a couple things that are different than I would in where I was before, but the South is the uptick. A mark, right there. It’s like do I know this person? A mark. It’s George, local agent here in Destin. Hey, the reason for my condo keep it quick. I saw your home came off the market. I’m sure you’re getting a bunch of calls from people telling you to sell your house in 30 days, cash buyers and all that stuff. They’ll usually say yeah, they’re calling. Oh, cool. I wasn’t calling about that. The reason I was calling I was looking at the photos of your house. I have to ask this how in the world did this thing not sell? You got a beautiful kitchen? You know, it looks like you have a bigger lot.

Calm I’m millennium. Yep.

Implied compliment. And then the way I look at it, I become their friend. Right? Because I will say that that line right there. Three weeks ago was worth 7.6 million of a listing I got because when we got to did the phone call to get it sat down with him. I asked the NSA I’m just curious. I know we have great side trails, sales track history, but what made you invite me to your house? He knows well. No one ever asked me why my home didn’t sell it. So you know all the stuff we study and we take surveys as we talk to people we know that line works. Yeah, so we asked that line. You know, because we’re generally interesting. This house is beautiful happen. They’ll tell us and they bash their agent. I will tell you this 100% Don’t do that. Don’t join in. Just say I I can say, hey, I get it. You know, sometimes we hire people with the best intentions doesn’t work out. It is what it is. Go right to the next question is usually it’s always an ARB, typically, because we want to give them opportunities to answer not yes or no. Hey, Mark, I’m curious. You told me you’re taking it off. We’ll understand that. But if you had sold this, we’re going to reinvest here locally, are you going to cash out? Take your bag of money and head for the hills? Let him answer. And all we’re doing is building up rapport. Yeah. And then we start, we start positioning ourselves like, Hey, if you are going to put it back on, we have the conversation, you know, will become a problem solver. Yep. You know, George, I was thinking about, you know, cashing out, maybe reinvesting in, you know, upstate Georgia, a lot of Mountain House, we’re interested. And, you know, I will push on the pain a little bit, but I’ll just say, Wow, is that dream dead? Now? You know, the agent, unfortunately, couldn’t do it. Is that dream dead? Well, we’re not really sure. Well, what if there was a preference? Which would you still want to hold on to this and not get to Georgia? Or if you could find a different solution and move? Or move your equity to the next house? Would you want to do that? What’s the best choice for you? And they’re really motivated, we’ll get to it. And if they’re not, then we just simply go back into, like you said, get the email, follow up, stay in touch, educate them through our videos and talking about market updates. And then hopefully, one day secure that listening.

Did you guys catch the importance of the tonality in the beginning, and I tell us all the time for people that we create content for is that the tonality is everything, no one’s gonna remember what you’re saying. They remember how you’re seeing it. If you notice the pitch in his voice right at the beginning, and he said that on purpose, he goes, it’s got to be a little op ed in the south, because you got to play you got to chameleon, with these people. And you got to mirror them. And when you do that, they’re subliminally more attracted to you. I remember one of my old agents. I started when I was in Chicago at a brokerage and then I tried to do lead generation for agents and no one could ever convert. Like, it was just I just gave up. But I would record their phone calls. And, and we were I was bringing in a ton of calls. We’re getting inbound calls like crazy. But then when I would listen to this one guy was one agent on my team and he was like, this is this is how he sounded when he go. And they were their inbound calls. Okay, these weren’t outbound. These are inbound leads sellers calling. You go. Hello? Yes. Oh, hold on a second. Let me grab my pen. That was his opening line. Let me grab my fucking pen. Are you shitting me? Like, let me grab my pen so I can sell you something as all he said. And I’m like, and his tone was so off like it made me hurt. How important is that tonality?

Oh, it’s everything. It’s like you just said because even I tracked back when I used to call when I told you I would think back and I took my as a friend. I always talk to him in California, we always prospect back and forth and conversations. And one thing we both joke about how the hell did somebody pick us? We didn’t know we’re talking about we didn’t know how to close efficiently. But what we did do and it brings you right back to what you said the tonality. Yeah, now as time went on, and there’s a guy that I always credit with me, and I quote, he coached me for a month and put me on track to get higher listings. And when we did that, he was trained by Jordan Belfort program, and I really dove deep into the tonality, because there’s stuff he does like the Whisper. You know, like, sometimes I may get into a situation where I’m like, you know, Mark, can I tell you why that scares the hell out of me that you’re thinking about using the same agent. And then you can come up, you know, my energy comes up, I might know, for me, I had to have an internal thing that says, George, stop speaking so fast. That’s awesome. Yeah. So you’re right, there’s going to be times where NL you put down in really, what makes you say that you can come up, you can come down, you know, a lot of times too. And this isn’t a tonality part, but asking permission, giving them the ability to say no, Hey, Mark, would it be okay, if I’m direct with you right here? And then they’ll Yeah, of course, what is it and then that’s a way to get your point across without having to be too salesy or talking too much, because they give you that permission. Now, of course, be direct, but I gotta tell you the plan you have set up, I’ve seen it happen before. The percentage of it working out for you to get this money out is probably not in your best interest. And can I explain why we’re going to it? But the tonality if you hit it right in the head, sometimes I will whisper over my tongue really down and elongate words. You know, Mark, how in the world did that not sell? I work on that crap so much that sometimes people will laugh. They started laughing because they’re like, I don’t know. I don’t know how my household doesn’t sell. And then you can you can feel that come back to you and you’re talking to him, and it gets you you do it enough times it registers like in my brand new binder, you pause the slightest bit when I asked, Hey, this is Georgia, my local agent here in town, and you can hear them. And I know Mike, you’ve been getting calls, haven’t you? Yeah. I mean, I gotta tell you, you get the worst the worst calling because they’re not trained on what to do and how to work and help you efficiently And then we kind of go into it. But the tonality without it. It’s, you’re right. It’s like, Hello, how are you? What are you doing? It stays flat. Well, that’s, it’s

why I hang up when I get cold calls from India because I can hear the boiler room in the background of people without making outbound calls. And you just hear me like, dude, I’m gonna, I’m on the other end of the sales floor, like, fuck off. You know, like, I don’t want to talk to you. Alright, so this is cool. I like this a lot. The second piece, though, is that he did in his coffee, he hasn’t paid attention and taking notes was that he differentiated himself. And instantly, he told them the opposite of what everyone else was telling them. He knows what they’re already telling them. Right? Is that accurate? Correct. Yeah. So tonality match, then differentiate what the fox in it for you him or the color and then what makes you any different from everybody else. And agents aren’t commodity guys, sometimes just listening and caring is the difference?

That we’re, we’re the number one team here so we can talk about our numbers. But if you go right into like, if you’re, if you’re a kick ass agent in that neighborhood and sell all the homes, right, and my home comes off, yes. People want to work with winners. We know that right? Well, any walk of life we want. That’s why we cheer for athletes, we go to the best restaurants, we try to go to the best things here near because people want to be affiliated with winners, right? But if you go in and you’re like, oh my god, you know, last year, we sold this to did it and you start talking about yourself too much. You can even lose them there. Yeah, 100%. That’s not about because you leave the conversation, you’ll feel great. Oh, man, I just told Mark that we sold the most homes here on the water. He’s got to choose me. But then an agent comes in and basically shifts to I’m a problem solver. I’m going to put all my energy into this. But let’s really dive deep dive, what exactly do you need to get to this house to make it for you to move? Now, I’ll get to that part. And then I’ll reintroduce myself and say, hey, you know, I didn’t mentioned at the beginning mark, but I had to tell you this. We’re the number one team here. We sell XYZ last year, and I might bang in my chest and show you how impressive I am. I’m only saying this because if you do decide to sell your house again, you can feel great inside knowing that this is the transactions we handle day in and day out. And we can sell this house, it’s just going to be a matter of either fine tuning the marketing, maybe we’ll see some stuff in the house that we may want to change a little bit. Or maybe you do have to adjust your price. But before we get into that, and then we go into another question and then close from there. Love it.

Let’s get to the video stuff. Then you just carry on the conversation questions question based selling, you know, like pagan Mike ferry course, if you guys want to learn more about that, let’s get into the nurturing. So I think that’s where the conversion happens. So you’re, I just want to know, like, what’s your expectation to me talking to you? Like, I don’t think you give a shit. If you get a listing appointment on the first one. I think you just want to put them on your drips.

Yeah, because anybody who ever talks about calling, I hear some other coaching programs makes me cringe. Like the ones that don’t tell the truth all the times like oh, yeah, just get them get an appointment, get 100 appointments a month, all that that bullshit, which is great. But let’s be truthful, you’re right. A lot of their times, like, Hey, I may need, I want to just take 30 days off the market, jaded them, they need a time off. And that’s again, that’s when you align, hey, I completely understand you know what, Mark, that’s probably the best option right now. Why don’t you take the 30 days off, let the listing cool off, and then jump back in and

demonstrate why I’m the man for the job. Yep, real content and video and all that great.

And I like Bom Bom personally, because I can do screen records. So if I’m talking to you and say, Hey, Mark, I’m going to keep you updated. If I see a really strong sale, should I be sending that to you keeping you updated? And they’ll say, of course yeah, please send it over. And then the videos are simply you get the screen record up Tom, I usually have the MLS background, it’s just walk them through it. Or if it’s a significant thing, or one better. If I had material that I want to share that I didn’t want to bore you over the phone and just talk about it. I’ll do a screen share screen record of it. And just show you Hey, I didn’t have a chance really to go with this mark below, you’re gonna see this. And here’s some more material about it. And sometimes if we like we do some of the best videos here in terms of marketing a home. So I’ll take a video. Pause right now pause excuse me, take the audio out of it. Play in the background. Explain why it’s so important. Why it transitions the way it does. That’s great. Because what it does is really start showing like holy shit this guy’s way too much in the real estate listing. It’s

more demonstration. That’s what I like about it is that it’s the key and then you’re leveraging content not to sell to demonstrate and there’s a major difference between that because most people will just start selling on when they’re you’re on video. They’re gone. I mean, me, me, me, they always revert back to like, trying to talk someone into something. When the reality is you don’t have to talk about anyone in anything. You just have to show them what you know. And that demonstration will in fact help convert them on over to you Do you guys set this up on? Are you doing these personally? Or are you like, Hey, I talked like so you talked to the guy and Mark, we hang up the phone, I basically tell you, I’m gonna take 30 to 60 days just to chill, I’m burnt out on this home selling process. I’m an Airbnb for another 45 days. Let me get some cash flow. And then maybe I might want to relist this. How often are you touching base with them? In that scenario, like? Or do you put them on an automated like drip or these videos are going out where you have different sequence of videos that you that like an FAQ or a case study, maybe listing videos that you guys have done? Like what kind of content? And how often? What’s the frequency?

I do, I do keep when a home valuation, and I let them know ahead of time, how am I gonna send this to you? I say keep in mind, this is an algorithm and your prices, you’re gonna see it one month go way up, it’ll probably pull back. But they’re all kind of the same AI model. Number two, I’ll send a screen record, initially first day, just thanking them showing some material. And then it just really depends on it. Yes, we will do some case studies, like you said, Hey, I just wanted to share this with you. When you are getting ready to gear up in 30 days. Here’s something we recently did, we’ll kind of go through it. I am starting to implement more of the pre recorded just pre recorded couples, and it won’t be specifically Hey, Mark, look at this. I’ll just let them know, Hey, you’re gonna have some stuff come across, kind of showing you a few things that we’re doing. We’re really excited about them, so that we don’t have to take the time of every time going. Hey, Mark, it’s George Blankenship. It was more of, hey, this is exactly what I wanted to show you. Yeah. So we’ll pre record that.

And I’m sure you have your your video on when you’re doing the screen recording, right? Oh, of course. Yeah. Yeah. And that’s important, guys, because now you’re putting the face with a name. And it just makes you more human. Right. We do a lot of research to do a lot of these conversion videos for law firms and attorneys. And that’s all it is. It’s the same thing. It’s a very similar business model as an agent. But it’s all conversion because people can inquire, but you got to file it, like no one’s going to just call you up and list it happens, guys. But there aren’t like so many common lists means like that everyone wishes like I wish the business was like that. It’s not. But he’s building a giant database is what he’s doing. He’s making calls. I guarantee you he has set time blockers making these calls. But what he’s really doing is building a database. And that database is just sending up because these people will eventually move just a matter of when and 80% of them are going to hire the first person they meet with again. Now maybe they might meet with two or three people in an expired situation. But the vast majority of sellers don’t want to do that. They don’t give a shit. They just want to know they hired the right person. They don’t want to go interview 20 agents and then try to figure out who’s does this who does that no one cares. They want the job done, especially in this market. These are high D personalities you’re dealing with or dealing with multimillion dollar properties or bottom of the line people I’m sure.

Yeah. And you’re right. I mean, they just wanted to have this one for anytime course, I’ve sold in other markets where they’re this Israeli neighborhood, and you want to but again, they want somebody who’s going to it’s expired. And what I can sell on it. Look, I’m a bulldog, you’re not to hire me to get the results done. You did it the first time it didn’t work out. We all try one way. And now it’s time to go a different way. And that’s why again, we bring everything that’s different. And the difference is me. Right? Yeah, you could we could plug in 100 people on this team or any the biggest teams, like you mentioned, Josh Dalton, the beginning, obviously has a big team, you could plug in anybody in those numbers. If you don’t know how to close correctly, if you know how to make that client feel special. If you’re going to be a problem solver, those numbers are going to shift for you. It is going to be something you can talk to your friends about, oh, I’m on this team and we sold this. Well, how are you using those numbers correctly? You know, how can you bring those numbers in and give service to your clients? Yep.

That’s the name of the game guys. You’re a real estate problem solver. You’re not a salesperson, you take care and you help people who have problems with their real estate because that’s essentially what it is like, and if you focus it on that it’s a lot easier to sell through that way. Very cool. Dude, this is awesome. Any other things you want to add? I think we got it all I think people got Oh, one thing

I do want to say I think it goes back to this right? Like you send out video you do a ton of it. I mean, I mean, you’re titling who you are. All that is is an invitation, right? Whether we’re calling doing a video, we’re giving them a future invitation to either open our email again, or to pick our phone up. If you got a lot of fake yeses, and you weren’t like you said you’re very monotone and you didn’t excite them you didn’t. Nothing went off in their gut to say let me call let me let me stay in touch with this guy or woman. You don’t do any of that. You just gave him the worst limitation in the world. And they’re gonna take it crumple it up in their head and throw it out. If you suck you said you sent over videos, and your videos are boring. And then just like the videos like Hey, Mark, I know we have 30 days till it’s time to list again. I can’t wait to use it. They’re gonna like who the hell is this person? Yeah, you give that invitation. I’m like, holy shit. No one said number one, no one’s sending you stuff. No one’s going over in detail. He’s done. He’s definitely put himself as an expert and there’s someone we can trust that we like and then It closes from there.

Yeah, I like it. It’s all demonstration, folks. And I like how you’re using video. In all aspects of this. I’m all for that. Dude, this is awesome. Why don’t you tell people where they can find you? If you guys have referrals or destin area, why don’t you let them know how they can reach you so that you get credit for that.

Appreciate it. And I think the best way that everybody’s using it now is just, I love Instagram, you can go to G dilemmas, ar e, you can find me there. We’re also going to starting starting a video series on YouTube, it’s going to be more of a talk show, it’s gonna be called cocktails or for closers. We’ve already kind of started it, if you ever want to tune in our first demo, one should be coming out and hopefully the next five to six days, go to our editor, of course, because we we tried to put 30 minutes out there, make it fun. And that’ll be going on all the time too, as well. Just some great stuff to know about our it’s going to be all about 38 What’s the selling for what are things getting listed for so if you ever just want to watch a fun thing, and I promise you, it won’t be the same kind of thing you see out there gonna be more of a talk show that I don’t think we’re seeing as much on YouTube.

I like it, keep hostile and do a great job. And thanks for sharing all that knowledge. It was quite a bit like people come on this show. I think it was fucking packed. Go watch that again, guys. It’s gonna be stuff like that, that’s gonna get you through the next market. You’re gonna have to do things different in whatever way it is. And if you’re not uncomfortable right now, you’re not growing and you’re not going to grow period. You have to constantly push yourself to do shit you don’t want to do and in the days you do, I promise you you will look back and think the fact that you did it. That’s the only time we ever grow as individuals as business owners as you want to constantly be the most uncomfortable person in the room. That’s at least my motto. It hasn’t served me wrong yet and I don’t know anyone else who else who does it because it keeps pushing you content. Being content is for losers. Can’t be contented hustle, go for it. We don’t have to do it working hard either. You can just do it working smart. Appreciate you guys. If you guys have any additional questions on this dude, leave some notes. Contact them but thank you for listen to their episode real estate marketing podcast. You guys know where to find me? Check out our software referral suite.com www dot referral suite.com We farm your database for you so they don’t forget you exist and then people start calling you and referring you it’s very simple. If you understand Gary Keller’s millionaire agent book well, this is a software modeled after that. And it makes content creation very fucking easy. Go there at WWW dot referral. suite.com Appreciate guys listening. We’ll see you next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Transcribed by https://otter.ai

Pros and Cons of Working Leads

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Should you be working leads? Is it really worth it in the long run? How can you be maximizing clients in the easiest way possible?

Three Things You’ll Learn in This Episode

What you should and shouldn’t do in this market.
Where the business is.
Should you buy leads?

Resource

Check Out Stefani’s Website

Transcript:

What’s up ladies and gentlemen, welcome to another episode, the real estate marketing dude, podcast, folks we are going to be chatting about quite a bit today. And what I wanted to focus on was what you should and shouldn’t do in this market. And depending on where you’re at, around the country, things aren’t what they were 18 months ago. But that doesn’t mean business still isn’t being had. So we’re bringing on a killer here, he’s got over 90 agents in his market. And he hasn’t really necessarily seen that effect yet. Because he’s constantly staying on top of trends. He hasn’t stopped bringing in inbound leads, despite market conditions. And as a result of that is that’s why this team has really suffered anything on the numbers, right. But lead generation is pretty expensive, you can lose a lot of money in it very quickly. And for somebody that knows all these different platforms and whatnot, one of the questions we’re seeing all around the country is like, Hey, what should I invest my money in right now? Because businesses now Should I buy Zillow lead? Should I buy realtor.com? Should I join one of these referral networking companies? What the fuck is it? So that’s what we’re gonna be chatting about today is what are we going to what do you do? How do you analyze let’s do the pros and cons of lead generation within the real estate space as of 2023, coming into summer, so without further ado, let’s go ahead and welcome our guest, Jeremy Wilson. Jeremy, what’s up, man? Hey, thanks for having me. Mike. I appreciate your appreciate your time and you having me on for sure. Why don’t you tell everyone who you are? What do you do? Where are you at? Yeah. Jeremy Wilson, I’m in, in my home bases Charleston, South Carolina. That’s where we started a business about 16 years ago. And, you know, with the lead sources, scaling us we were able to move into a few other cities in South Carolina and and Georgia over the last few years and grow our agent count. And it’s all based on lead sources, primarily. So we went from about 10 agents three years ago. And now we’ve got about 90 agents and four cities, just in the last three years. And out of those what kind of how many numbers of homes are we selling monthly right now. We’ll do about 1500 transactions this year, in those in those four cities. Last year, we closed about about 375 million about 900 transactions. So you know, if you, if you take the leads, they’re just gonna keep sending you.

So you got you know, you understand lead generation, at least in real estate, you probably are a numbers analytical like crazy, and he’s from Chicago believe that he’s from Chicago. That’s why you guys notice everyone like from Chicago works hard. And like actually kicks ass.

Except sports. But that’s a whole nother story.

So here’s the question that I have. And I’m like, I’ve always been refer, we talked about before, you got to show I’ve always been mainly referral, I do create a lot of content. That’s been my business model. It’s been our business model as a marketing company and whatnot. But I am dabbling a lot in the lead generation space, we’ve different company called owner advocate, and we have a referral model. And we get agents referrals and collect a referral fee for the leads we generate. And I’ve learned a lot in the last year or so on that business. And what I can tell you guys is that lead generation in general is very expensive game. And the vast majority of people can’t play the game because they don’t have the resources to do so. Right? Whether that’s the CRM, the auto responder set up the right way, or it’s the budget to nurture for six to nine months before that thing actually starts kicking. There’s a whole number of things, but there isn’t a grit, which quick thing that I’ve seen yet is there? No, absolutely not. Now, it’s exactly what you said, big, big admin team that nurture the leads, because the agents are not going to do it. You know, they, you know, they want these bottom of the funnel leads that even though they’re expensive, they want the quick money. Yep. So walk me through how it works with you guys, regardless of lead sources, like what is that? What do I need to have? If I’m thinking about actually doing this? What is the number one thing I should be doing? Like? Is it my CRM? Is it my auto responder? What’s the offer winning offer right now? Let’s go through some of those things. Yeah, yeah, I think the CRM is super important, as well as just having enough agents and having teams that are deep enough to be able to handle the number of leads and and just over the years, we’ve always been a team where we didn’t bring any new agents on unless we had the leads to get them. So we just don’t bring in agents just to have, you know, more people sitting on the seats on the bus. You know, it was just simply because we had too many leads to handle. You know, so So the CRM is very important. And we’ve always been a first to claim model some agents or some teams call it Shark Tank. We’ve tried every way to handle the leads in the past but

This seems to work the best, it creates a little bit of urgency. And then you know, we manage it, my admin team manages on the back end. So agents don’t get too greedy and take too many, too many leads to where they can’t handle, you know, but inevitably, it still ends up being where, you know, they take the calls, you know, a lot of these are connection calls, because there’s a little black synopsis, you know, Joe, which are almost all connection calls, and they get on the phone, and they try to qualify him right away, when they meet him for the first time. But if they’re not buying right away, then they can get pushed into automation, in hopes that they’ll eventually come back around. So it works great for that low hanging fruit. How many? Because there’s different three referral model than buying leads, right? So it’s do leads only like I’m talking about zillow.com are buying leads, right? How many leads on average? Do I need to buy before I finally get one and let’s just say I’m pretty good at converting, like, I’ll just say, I’m not shy, like can actually talk to somebody, I got my shit together, how many things I need to buy to actually like, what you’d expect with the numbers. Yes, so every source is a little bit different. Of course, as you can imagine, we track a few of the sources independently, like Zillow flex, and our best agents are converting 12 To 1512 to 16%, on Zillow flex, as you know, not every agent is doing that. And you know, of course, we’ve got measures in place to bump them up on the on the scale their realtor.com, you we usually convert those at eight to 10%. Again, some agents, the killers that are just crazy aggressive, you know, they’ll convert them a little bit higher than that. So, overall, you know, before we added some of the top of the funnel, lead sources, pay per click, and social media, which we just started six months ago, everything else was bought into the funnel, we would convert eight to 13%, on average for blended conversion. And we do about 15 to 20 Different lead sources that are all bottom of the funnel.

So you know, our intent when we brought in these pay per click and social media leads that we knew were going to be more of a long term nurture and probably a lower conversion percent, but much, much cheaper leads is that the agents would would like these because they’re they’re no referral fee less expensive, even though it took a little bit longer to nurture. Yep. And awesome. I like it, folks. Lead Generation. So basically, what we’re talking about is I had offers is like a manufactured lead that you create on your own. And there are a lot of companies that you have to get approved for a lot of these companies know that they’re not just gonna go out and take anyone I know with ours, like we really are concerned, we’re no, we’re not Oh, Joe, or anything like that. We’re tiny right now. But, you know, we want to make sure you can convert before we started investing money in you it cost money to generate these leads. And the vast majority is right, like the vast majority of people won’t follow up on them in the right way. How important is that?

Yeah, and they’ve changed over just the last two years, these these lead sources, you know,

realtor.com has changed their platform, you know, they’ve tried to do this market VIP thing, which is more of like an invite, only, like you talked about, you know, only inviting certain teams that prove conversions, elaflex izly, that’s all about finding the right team that’s got the systems in place. Now. Oh, just in the last few weeks, it’s been one month since I launched their ojo Plus program. And that’s exactly what they’re doing. They’re splitting the leads in half. And they’re finding one or two teams in each market, that can really do a good job with conversion. And they’re analyzing, you know, it’s weekly calls with your advisor to make sure you’re doing a great job with it. So yeah, I think all the paid lead sources are really going away. You know, we’re still spending, I think, $600,000 a year on realtor.com leads, but I know that eventually that’s going to go away. And it’s going to be more of the opposite the model or the market, the IP model. So that’s what I’m sort of seeing as well, it’s you know, a lot of the companies go that way. And it’s because lead generation is expensive, guys, that’s good. You said at the very beginning, in tackling it unless you really know how to run all these these things at once. Because you do need social you need retargeting going, you need that to sort of nudge you need just knowing what to target to begin with to create. There’s a whole lot of moving parts on this stuff. So what do you what between the agents that you have right now who’s succeeding? Who’s not? Like, what? What do we have to do hear? It’s no, it’s not rocket science. You know, if you pulled up our CRM right now, without ever talking to a single one of our agents or listening to any of the phone calls, it’s the agents that are just persistent and hard work. And then following up and being organized, those are the agents that are killing it, you know, that they put in the work, they’re getting to make the money. It’s it’s the agents that are just kind of sitting back and hoping that the business will come to them that that just aren’t succeeding, unfortunately, what other additional lead sources other than the than the handoffs and the purchased ones, I think you mentioned you guys had like a big, a lot of you had a huge amount of referral type leads and whatnot. Yeah, we’re, we’re starting to do a lot more referrals. You would think that a team of 90 agents brings in tons of referrals across the country, especially with the leads that we get on the front end being the bottom of the funnel

Everybody that our agents are talking to, and we’re getting a ton of leads, you know, about 80 to 100 leads a day for our team. And every single person our agent talks to is either moving away from here or moving to here, in most cases, you know, very little, they’re very small percentage of the time, or they move in and, you know, within our market. So

looking at those numbers last year, I was embarrassed, you know, we, I think I told you earlier, Mike, we last year, for a team of 90 agents, we received 60, outside referral fees to our company where our agents referred somebody across the United States and a closed. So you know, obviously, when I looked at that number, and we’ve got, we’ve got to fix it. So we sat back, and we talked to our agents and tried to find out what was going on. And basically, it was two things, they didn’t know how to approach that lead that they were on the phone with for the first time and what to say to them to get a referral off of it. And then the second thing is they didn’t know how to find the agent, or they didn’t know how to find the agent, but it was just very time consuming, very much a hassle they didn’t have time to put into to throw them into a Facebook group or, or anything like or go Google search to find an agent wait for the agents to call them back, which doesn’t happen. So so let me I just want to unpack that for all your broker owners listening. And that’s just like free money. Literally not having a referral network for your agents like just to go ahead and refer just bottom of the line money right there, you guys. That’s sure I don’t even think about that, because that’s something else I want you guys to really pay attention to, he says, the vast majority of the leads are either moving into or out of their market, which means they’re non local. Okay? I want to unpack this a little bit. And the people who convert on leads are always non local. completely fucking weird. or crazy.

Okay, and I’m gonna unpack each of these, firstly, to the non local, why is it non local? Why didn’t Why is non local former lead generation? Well over 80% of people use the first person they meet with many of which they refer to or they personally know like, or trust or, or know, it’s a still referral based business. All lead generation tends to be the ones that convert the vast vast majority of these are moving in or out of a market. Would you agree that? Yeah, absolutely.

What does that tell you guys as an agent, what kind of content should you be creating around that? Right? So there’s, there’s one big hint because everyone tries to go out and spend money on targeting the people that are just moving in or they want to go target like spend money on all this other stuff. And they don’t realize that the ones that convert are the ones that don’t know anyone in the market yet.

And there’s a big correlation there. I’m not just theory right? But if there’s a correlation, big time with it, too, are the weirdos. Why?

Okay, I see them come in there. They’re introverted. They’re super weird, or they’re a hoarder. Okay, these are the these are these, these I’m not joking. Okay. These are the investor deals, okay. And there’s like a small percentage of them in the market. But these are the ones that the house is falling apart. There’s a distressed situation, they’re embarrassed to talk about it. There’s a number of ones B K’s foreclosure, late payments, high debt, you name it. That’s a whole nother that’s the that’s the inner local right there. Okay, type of typically for lead gen. That’s why investors never have a lead generation problem despite market conditions.

And the third one is just like, just the weirdos that are introverts, they just don’t have they don’t know anyone. It’s very rare. But they’re out there. It’s just you’re not gonna get rich out of them, though. It’s gonna be like a unicorn, when you see on your local and you don’t have an agent, you don’t know an agent. Okay, great.

For sure.

Everybody usually knows five agents, you know? Totally. What does that tell you guys on where to spend your money, though? Like and where do you spend your efforts? If you’re gonna go into lead? Gen, you got to understand that people you’re probably gonna do lead gen with are probably not familiar with the market you’re in, what kind of content you create around the market you’re in? That’s right. Yep. All these bottom of the funnel lead sources or are not familiar with our market. And that’s why they’re on these websites. Correct? Yep. So that’s, that’s really interesting. You Pat and you guys probably have like you’re doing 100 leads a day. That’s what 350,300 52,000 leads a year.

So you know, you know what you’re doing? Yeah, a lot. A lot of leads coming in. Geez.

What’s up with the what do you think we’re, what direction are we headed here? I’m curious to know if like, since the cost of housing got doubled, with interest rates going up, you know, how has that affected lead generation? I remember in markets past, there’ll be big teams that could literally go closed doors overnight. Because the market shifted and they couldn’t the ROI they had last month wasn’t the ROI they’re gonna get this month so they couldn’t make smart decisions. What do you see happening is the buying habits changed? Not so much. What’s what’s going on over there? And, you know, we just talked about it last week in our meeting, so my main market is Charleston, South Carolina. And if you look back 18 months ago, in our whole entire em

Alas, there was about 900 homes available to buy. And interest rates were still good. You know, there wasn’t any inventory, nobody can find a house, it was multiple offers way over full price. And now fast forward 18 months, there’s 2500 homes available. Okay, so three times as many homes available. There’s interest rates are up quite a bit from 18 months ago. But there’s still no, there’s still not enough inventory for the amount of buyers. So, you know, honestly, I’m worried about when rates do drop, it’s going to be crazy. You know, how many of those are reloads coming in that Charlson marks I know all my friends are moving out that way, everyone from Chicago is getting the hell out. You know, so you still have that inbound. I’m curious to know what’s happening in like, some like Sacramento, I had an agent on and they’re like, Dude, we’re down. Like, where I pre pandemic levels. He told me the other day. So I guess a lot of it’s where you’re in the country, too. Yeah. And we’re, you know, Columbia, South Carolina, Greenville, South Carolina, Savannah, Georgia, and all of our market, all four of our markets are about the same. You know, just low inventory, things are still settling over full price. You know, I think it’s stopping the people that are moving local, that have great rates already locked, and I think it’s stopping those people, but people that are moving down from New Jersey that are paying ridiculous, you know, ces every year, you know, it’s a no brainer for them to move down here and buy something in this inexpensive market. Yeah, they feel like it’s cheap. I mean, people from California are like, oh, man, you got 3400 Square house for under a million bucks. Crazy. Under 750. What

is this? Oh, my gosh, the pricing around here is this insanely? Yeah. And I’ve been doing it in Charleston for so long. So I see a house, it’s now you know, $500,000. And for so long, it was $200,000? And just seems like it went up overnight. But it’s still very affordable in the in the big scheme of things, you know? Yeah. You can almost that’s an interesting market to be watching. But yes, that’s I would agree with that, because you still have ocean from then it’s going to climb until like other oceanfront markets.

Very interesting, dude.

Anything else you want to sort of any other tips? What do you anything else you want to chat about on this? The referral model is really interesting. You just didn’t realize that, hey, if I’m going to be selling someone’s house, and they’re moving out of town, I might as well just get a referral free from our other agents in the in the market. Yeah. And I think that’s it for the teams that I talked to across the country and team leaders and broker owners, they’ve got to have a solution for their agents on how to send referrals out because agents are frustrated with the Facebook groups and, you know, blasted out there. And then 50 People respond in the first five minutes. And then we got to weed through those people. And really, you know, they get frustrated, and they send that referral to any agent that responds. And that agent maybe has done one deal in their entire life, but they just happen to be the first one to click on that Facebook and comments on it. So you know, our solution has a team. And what we’ve rolled out nationwide is just, you know, even our own agents on our team, go to exclusive agent referrals.com.com, submit a referral, within 20 or 30 minutes, you’re going to have a referral agreement sent back to you with your information as the sending agent, the other agents information in that market that we’ve already interviewed ahead of time, make sure that they’ve been in the business, they’re closing deals, and you can trust them. And then the referrals information, it’s a 25% referral agreement. And that’s it, it takes you one minute to find a great agent. We’ve already interviewed instead of going to these Facebook groups and hoping you’re gonna get on the phone with these agents, you already got some network setup. So if I already said anywhere, I just put it in there and I gotta get someone that’s not going to like screw me over make me look like an asshole. No, you put it in there. We’ve interviewed these and they’ve been interviewed by my team that’s been in business for a long time. You know, we make sure that they know how to follow up with leads that great with communication. They’ve been in the business at least two years are closing at least 15 deals a year. And we go to work and an agent never has to be worried about well do they have an agent in this area? Because some of the counties that we don’t have agents, if we get a referral for that county, our team has a protocol they go to work immediately and we blast about 10 different Facebook groups. We go to Zillow, we go to all these different intranet sites, and we go to work and within an hour we’re gonna find an interview a qualified agent in that area and get them hooked up for your referral. So we do all the legwork work for you. It’s absolutely free if you’re sending referrals if you want to have an exclusive county it’s simply $10 per month to have that county and you get all exclusive referrals for you for that county. I was always hesitant to send referrals I’ll give you guys a quick story. Right before I got out of the business in Chicago I referred is like a college friend of mine right? Never Refer a Friend of business especially one that’s drinks a little bit more than they should. But long story short is that he’s a contractor right? So one of my good friends bought a house, refer them over to you know, do some drywall and redo the bathroom and paint and whatnot. It was just a mess. Like the guy messed up didn’t show up. She had to redo the whole job. She was like $15,000 At the end of the day that job ended up being my entire like month for a time and it was my problem right because it’s a friend of mine Mike why you hook me up with this good? Dude is terrible. I don’t read

For people for that reason contractors ever, no matter how well I know them, and I feel the same way about real estate agents do, yeah, that’s a good thing you’re doing there, because that should take some of the

worry out because it’s your brand when you’re putting your name with somebody else. And just me if you refer anyone, this is why referrals always work, regardless of what context are in, is that people are wired to want to refer people shit. That’s just the way God made us. We want to help others, we want to seek the help of others, like that’s just what we are. It’s how we’re wired. And the fastest way you could kill your business is when you send someone a bad referral. Because if you ever sent someone to a restaurant where they serve hair and food, you wouldn’t like them too much, either. And that’s what you’re doing when you send someone shitty service. So just try that. And we do have, we do have one failsafe that agents get worried about they’re like, Well, what if I send a referral there? And I don’t like the agent. But when an agent goes on our website to send a referral, Mike, they one of the questions on there is do you want to talk to that referring agent or receiving agent before they call the lead? And I’d say about 70% of the time to send the agent is putting Yes, because they want to talk to that agent, even though we’ve said we’ve already interviewed them, embedded them and everything. I don’t blame them for wanting to talk to the agent and make sure if you don’t use them. Yeah, absolutely. You should like you should want to know, especially if it’s a trusted like a family member, just a name and number, like great. But if it’s a friend or family member, you got to know what value you’re sending them to. That’ll come back and haunt you it never fails. can tell you that? I really appreciate why don’t you tell them what that website is? It’s pretty cool. Some of that is again, and then wrapped up. Yep, exclusive agent referrals.com is the website. It’s easy. At the very top it says submit a referral. And if you’re interested in locking down a county in the network, just click on not a member and we’ll we’ll get you scheduled for an interview. And your other website is Chuck town homes.com If you guys want to see what he’s doing pretty nice site. I’m on it right now. But yeah, you could go click around he’s in four different cities for any you guys looking to see how he’s doing it and what he’s doing. But yeah, this is cool, man, I appreciate you coming on. And I appreciate you sharing that information. And folks,

you know what I’m gonna say referrals are always the lowest hanging fruit and the way that you always generate a lot of business, or at least consistent business not saying you get rich off them, but you can have a career off of them. No doubt as long as you follow the system and if you want that damn system, it’s called www dot referral. suite.com Those referral suite.com We farm your database with content so they stopped forgetting who the fuck you are. And stop referring and cheating on you with other realtors. It’s that simple. We foreign people. If you’ve read the millionaire agent by Gary Keller, I built out a software that his brain wanted to. That’s all it is. Alright, so go ahead and go there referral suite.com It’s s w e t. And appreciate you guys listen to their episode. We’ll see you guys next week. Bye.

Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Transcribed by https://otter.ai

It’s Time to be a Badass

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This market is tough and requires real elbow grease. Time to take charge and be a real badass if you wanna succeed and thrive in this market.

Three Things You’ll Learn in This Episode

What you should be looking for in this market.
Why you need to be an investigator in real estate.
How you can be a badass in this market.

Resource

Check Out The Locker Room

Transcript:

What’s up ladies and gentlemen, welcome to another episode of the real estate marketing dude, podcast. Oh, my goodness, folks.

You saw the title the show, I mean, you just gotta be a badass, you gotta be badass right now, that’s the name of the game. Because times like these are times when you have to double down. Business isn’t as easy as it was 20 months ago, 24 months ago and 90% of you have never seen a shift in the in your careers yet, because we haven’t had one since 2012. And we riding on this market. And there’s not a lot of people out there telling you what to do when the shift happens. So that’s sort of been the theme of our show the last few months here, actually, last few episodes, what do you do in this market, and we want to try to add as much value as possible. So we get pitched be on the show every day, guys. And I get a lot of cool stories. And the one that we have today is very cool. And I thought it’d be very appropriate to have on the show, especially with market conditions, because I think some of you need a kick in the ass. And I think she’s going to be able to do that for you today. So without further ado, I do want to introduce my guest. She’s got quite a compelling story. And she’s a badass. So properly introduced. Miss Stephanie Boyd. How are you, Stephanie? I’m great. Thanks for having me, Mike. Why don’t you tell everybody? Who are you? Where are you from? And

what are you known for? Well, let’s see. I am from a little town in California called Sacramento, we have a new state capitol.

And I am a

I like to joke that I’m a teenage grandma. So I started out as a single teenage mom years ago. And I was always kind of a rebel and uh, just kind of did things my own way. So I went ahead and started college at 16 got my first kick ass job as a criminal investigator, just as I was turning 21. And I just walked straight out of my college career into a very heavily male dominated career of law enforcement, criminal investigations, where my job was to go into the ghetto and interview all the murders friends and families, and or whatever other crime my client was charged with. So I was representing the defense. And

people would always ask me if I was armed as I went to these interviews, and I definitely never was, I thought about carrying a concealed weapon. But I just really always relied on my wit and charm to get me in the door to make friends with my

adversaries, I suppose you could call them.

And so that experience really trained me quite well to join the world of real estate when I decided to get my real estate license in 2000. And join my family’s real estate company. I’m gonna go out on a limb and guess that Gort door knocking didn’t scare you too much. Um, no. While it has, there have been times where it’s not my favorite thing to do. But I’m sure everybody goes through that. But as far as being scared to it, or timid or nervous to knock on that door? No, because nothing is worse than,

you know, a victim behind the door of some terrible crime that I have to talk to. So if I don’t have to deal with that, and I’m just dealing with the homeowner who may or may not want to sell their house or refinance or whatever the case may be. Much less stress much lower risk involved.

I mean, yeah, people hardly ever

Yeah, I mean, like, in so many people right now and look at the industry is tough right now really is I mean, talking about my mortgage broker friends, and I mean, they’re getting crushed. Oh, yeah. They’re and they’re and, you know, everyone’s just when you get down a little bit like this, on the other hand, like, you know, look at your former job. I mean, we’re looking at like cool houses and stuff, and then people are getting down on themselves. You’re having to deal with like, people, I witnesses murders, you know, like, that’s just probably a great mindset to have to tackle this industry. Because right now it is tough.

And so you just went from being a criminal defense.

Researcher, attorney, investigator, investigator

To frickin go and write into real estate? And what kind of those skills you still use today? Because that’s pretty cool. I’ve not met anybody who’s gone into that you can almost be like your real estate detective.

Exactly. Yeah, really. And during my career as an investigator, the thing that got me interested in real estate Well, other it was my family’s company, of course, but I would call my mom a lot to have her help me stock people through real estate records. So she had access to all the property, the tax records, she could find the owners, if I had, like, a guy was looking for who didn’t want to talk to me, I’d find out who his landlord was, and go start putting the pressure on his landlord. And so it kind of did translate rather nicely into a real estate detective job, which is kind of what we have to do now in this market is a bit of sleuthing around. Yeah, find those distressed properties. Yep. See what kind of solutions we can help come up with, you know,

I think you hit the nail on the head right there, folks, if you’re not paying attention, when these markets shift, like there’s going to be distress, I forget whose I think it was on our show. More, maybe I was on someone else’s show. But someone just pass along the data about the 60 to 90 day lates that are coming down the pipeline. And that was in Phoenix in particular, but they’re the highest that we’ve seen in quite some time. And that’s just sort of the writing on the wall, like the rates are still going up, the cost of living isn’t going down. And it’s something that you could be you should be concerned with, right. And if this economy and the stock market does what I think it’s going to do, but my you know, that’s my opinion, people are going to be having problems, but she’s focusing on distress, I’m doing the exact same thing. I think that the distressed market is where it never fails. There’s a reason why other real estate investors are just sitting at the on the sidelines, salvat tating, waiting for the shoe to drop. What’s your opinion on that? Oh, yeah, for sure. I mean, I think a lot of them are over extended, and they’re either salivating or crapping their pants.

As they lose it, you know, because

a lot of these folks went out and bought multiple properties when rates were low, and now, you know, for whatever reason, I mean, obviously, COVID did a lot of weird things to the economy and to jobs and moved a lot of people out of their office buildings and commercial properties to go work remote, and companies folded and everything else. So you know, a lot, there’s definitely investors waiting to lap up the rewards of that. And then there’s also equal numbers of investors losing their shit, because they’re overextended and they can’t make the payments on everything, they’re not getting the rent that they want, for the first time in years in my market here in Sacramento, rents are actually starting to go down over the past six months.

So, you know, it’s, everyone’s gonna start feeling the crunch. And the, you know, unfortunately, hopefully, everybody that could qualify for their first time home went out and got one were when rates were in the twos, and they’re just going to sit there, which it looks like they’re doing because there’s no inventory in that market.

And with rates in the sixes and sevens on those purchase prices that are already high, you know, a lot of first time buyers are just really priced out of the market. But

definitely,

investors are waiting for prices to come down. I mean, if we see a repeat of what happened after the subprime mortgage meltdown, you know, we’re gonna see, prices come down significantly, they’ve already started to they pretty much returned to their pre pandemic levels here, you know, they shot up during the pandemic, really.

And they’re about, you know, I mean, it varies based on neighborhood and zip code and everything else, you know, but we’re, we’re coming down to the pre pandemic levels and as I mean, that’s what the Fed is trying to do with their rate increases is basically crashed the economy, they have to bring the prices down.

Literally, he literally said we need to crash the real estate market, like out of their mouths, guys. Yeah, they’re trying to raise the rates because they need it to slow down. Remember, like the real estate markets 25% of people directly or indirectly employed the United States. some way shape or form? Yeah, title rep builders, contractors, everything’s tied to real estate, so much of it.

But so, I hear you’re saying I think

being and you’re also in the lending world, too, just so everybody knows she gets the real estate on end of it, but she also understands loans and mortgages.

and under things and what I’m hearing you say is that you’re focusing on distressed.

Yeah, a lot of people need to bail out one way or another. I mean, the banks are getting bailed out right and left, and who knows how that’s going to affect and trickle down to the rest of us. But essentially, a lot of people are going to need a bailout. And so you can, you know, find distressed properties,

through the physical signs. As you drive around, as you walk around in your neighborhood, title companies can get you those lists of data,

to find the pre foreclosures and everything. And then it’s just really about making relationships with those people.

You know, making friends with your mailman. And he keeps, I mean, my mailman lets me know everything that’s going on in my neighborhood mark, with whose lives in their house who’s about to go down. He chats with people all over the city. And so it’s my little secret that I trust with my mailman to find out. Here’s the link who I need to go talk to, you said something that I’m not sure if you guys picked up on. But it’s true. This is a real problem right now is with the rates at like, what what are they? What’s the rates today? Seven? I mean, it depends on, you know, borrower paid Lender Paid, but yeah, with no points, no fees are in the sevens with 7%. And all these people who locked in and just in the last year and a half, two years ago, locked in at what 2% 1.75 on investment properties on a 15 year loan I did at the height of the pandemic, how big of an issue is this, in your opinion, because no one can move, like, you’re not going to be able to replace that if you replace that property, you’re gonna end up with something less desirable than probably fit your lifestyle today. I mean, unless you’re downsizing,

or moving majority Fornia. I mean, that’s where a lot of painting, you know, but what’s interesting in my market is we’re not seeing the inventory reflect a mass exodus, but people are still continuing to talk about this mass exodus, people are still, you know, the markets back east in oh, what he Kentucky, Ohio, Kansas, Tennessee, you know, Texas, I mean, the less popular places people are still finding affordable deals out there. But the more popular places prices have come up in response to people leaving California and heading out, down south slash East.

But we’re not seeing huge inventories as people continue to leave here. So I guess they’re renting out their houses for high rents, even though the rents are coming down, they’re still you know, relatively unaffordable for most people, you know, $1,800, for a two bedroom apartment in Sacramento, my son moved back to Ohio recently, to rent a two bedroom apartment for 795 or something, maybe 695. So, you know, it’s three times more to just pay rent out here. And, of course, the housing prices are high, much more than that. So in other things, she said, guys, as she says, she’s focusing on people’s problems, she’s not focusing on her transaction, count her commission count, she’s not sitting there tallying up the sales board to see who’s number one this month, she’s focused around helping people that have problems first and foremost. And I’ve been the last few shows, we’ve been saying that, like focus on serving others, first and foremost, focus on the problems they have, and be the one that could provide that solution to those problems, because that’s what makes you different. Anyone could sell a house, but markets like these are hand to hand combat, you got to be able to go and know where the deals are going to be. And I highly agree with that. Focus on the investor niche, not only just the people who are selling, but the investors who buy because that I believe is going to be a big niche and anyone who’s gonna stay in that market stay in that niche over the next 1218 months. I think you’re gonna you’re gonna take territory, I think you’re gonna take brand, and you’re gonna succeed very well in this market. The ones who are gonna get their ass kicked are the ones who got their ass kicked in 2007. And those are the ones who didn’t adjust. And there was a whole lot of them. And they didn’t they didn’t adjust to reo. They didn’t adjust to short sale. They just kept on being the traditional agent waiting for John and Jane to come down the house. Have a kid and move out to the fucking suburbs. It’s not how would these work in these markets? Not saying don’t market your database. I’m all about that market, your database stay in front of that network. Generate that business when it comes. Just be ready. But in first of all in terms of niching down all in on distressed Yeah, what is maybe what is this?

Measure A well, so a lot of areas, it depends on your regulations, but there could be taxes owed on the property. So in California, you have to go five years without paying your taxes before it goes to a lien sale. But in Texas, they only wait 12 months, you didn’t pay your taxes were selling your house, you know.

And other states have like tax lien certificates. So you go in and you invest in you buy these certificates that you get a certain amount of interest on and some of it’s quite high like 24% interest in, oh, I don’t remember which state but

then you’re kind of gambling on whether this person is going to pay you back or pay the county back, or whether you’re going to get to buy this house and evict this person and take their property from them with the tax lien certificate. So there’s those there’s foreclosures, there are landlords who didn’t get any rent for two years during the pandemic. So this is happening more and more, I think where, you know, the all the moratoriums have now ended.

Tenants are, you know, I mean, I think they’ve been paying rent again for a while. But there’s been a backlog in the court process in the eviction process in the foreclosure processes, all of the chickens are coming home to roost for a lot of these properties. So how big do you think that market is? Like from those moratoriums and all that, like, is it gigantic is it I mean, I hate to be doom and gloom, but I think it’s gonna just get bigger and bigger. Because a lot of those investors are in Adjustable Rate type of situations with their mortgage on this properties. There’s just so many factors out there that are unpredictable. And just the jobs, the inflation, this, all of these unprecedented conditions are like coming together. And I don’t see how it’s not going to be worse than 2008. I would love for someone to convince me otherwise. But the banks collapsing is not a good sign. There’s just so many things that point to disasters, catastrophe. I don’t disagree with you at all. And it’s I laugh to keep refreshing, it’s just, I want to, I want to be all unicorns and rainbows and everything. But um, yeah, it’s, I think it’s gonna get worse before it gets better. And I think people have been saying that for a while. And it’s still true that it’s going to continue to get worse before it’s going to get better.

You know, worldwide, things are not good. The

the central bank, introducing a digital currency very quietly concerns me quite a bit.

Saudi Arabia and Iran making friends over in Syria and trading for gas and Chinese currency is a bit concerning. So you know, all of these things, really, if we’re honest, point to a real problem of the currency collapsing. And nobody knows what happens when the currency collapses, because they’ve been propping it up for so long. They’ve been bailing out these banks they’ve been, and we’re paying for it at regular tax paying US citizens, we’ve been paying for it

the whole time. And, you know, it’s they, if you want to know the truth, it pisses me off to talk about this 4% inflation that we’re at, and we want to get it down to 2%. I don’t know if you listen to Jerome Powell’s comments out, it sounded like maybe did he mentioned the 2% target inflation rate about 19 million times? And, you know, is he talked around it and basically threw in there how we’re gonna have to crush this thing to get to that. But if you really look at inflation, as it practically applies to our lives, like I don’t know how they get this 4% number, because if you go into the grocery store, and Safeway, things are like 50% higher than they were a year ago. Yep. Gas is, you know,

$2 higher than it was three years ago. A guess that’s almost 100% inflation and what I’m paying for gas, the housing market, just for a quick example, my first house I bought in 97, for a little over 100,000. And it’s worth a little under 700,000. Now, so that’s 700% inflation over those years, between then and now in the housing market. So where are they? You know, I don’t exactly understand their math

With these inflation numbers, but it’s exponentially worse than they want to admit that it is. It’s I agree a

few months ago, we’re you know, that’s what once they start raising the rates I’ve seen same same things like I’m more worried about the affordability issue. But it’s so odd because there isn’t an inventory issue. Yeah, technically, we think there should be an inventory issue. But we haven’t seen a huge inventory issue. I mean, in surplus, I mean, you think we’d have more properties coming on the market, more things happening. But yeah, there’s still tight inventory levels. But then yeah, you’ve seen all these other outside circumstances that are there. And you know, what we’re talking about here, guys, we’re focused on affordability, affordability. And that’s where the problem solving thing comes in. And how you can use it as an advantage during this time, because if what we’re saying is, is what if what we’re saying is accurate, where you want to agree with us or not, there’s gonna be a shortage of agents that know how to take on these types of properties and get people out of these situations. And that skill is going to get you paid if you take time to develop it. Definitely. And just being creative and thinking out of the box, meeting your neighbors, making relationships with people. One way that I get a lot of action is through my volunteering efforts. I meet other volunteers, and guess who has time to volunteer, people who are retired or who have, you know, good income, stay at home moms,

you know, comfortable people who have time to spend a day, a month or a day a week or whatever, at volunteering, Meals on Wheels is one place that I spend some of my time, and I just do some outreach in the community working with other agencies, nonprofits, churches, who are also trying to come up with solutions to solve the homeless problem, which is a huge crisis in California, I’m sure you’re aware.

And I’ve met 10s of people and then 10s, of reifies, and business with the networking that I’ve made through volunteering. And one other interesting market I’ve noticed is,

so I’ve got some marginal borrowers who have marginal credit, but what they have is job history. And so I had a friend, slash client call me frantically talking about how our 401k is losing value. And she’s been on her job 33 years, and she wants to take as much out of her 401k as possible, and use it to put a down payment on a house. And therefore, in that way, she’ll be able to get her payment to what she can afford. Because normally, this would be an FHA borrower three and a half percent down,

you know, but with these prices with these rates, we need to figure out a way to somehow come in with more than three and a half percent in order to hit that affordability that we’re talking about. And so the way that she’s going to do it, is to buy a house, you know, a 300,003 50 house and put 150, down out of her retirement, so she only has a $200,000 mortgage. So, you know, this type of creative solution, I mean, it’s out there, but a lot of people, they don’t want to risk that retirement, they’re,

you know, they’re not comfortable with that. But in this instance, people are watching their retirement accounts lose value. And, you know, who knows what’s going to be going on by the time you’re actually ready to retire. And so a lot of people feel like the risk is worth it to go ahead and take the money and run and at least you know, that you have a house to live in, in your retirement, and maybe you’re going to be getting less of a pension, but maybe that, you know, will equal out in the long run as you secure your financial future through housing. So maybe they bought a property with it, you know, I think maybe people, I mean, there are lenders who definitely still want to do loans out there, even though the guidelines are tightening, even though credit is bit crunched, you know, they’re, they, they don’t want to go out of business, either. They want to find borrowers to get them into these loans. So I’m seeing my wholesale lenders coming up with new products, home equity lines of credit that they never offered. I mean, those were out of style for years after the subprime market crash and everything. So a lot of, you know, new products, there’s just a lot of different solutions coming up the pipeline. And as we, I mean, we have to try to proceed as though it’s not going to be complete doom and gloom and then prepare for the worst in the back of our minds, you know,

I don’t think that the solution is to just crawl in a hole and wait for the apocalypse. No, you got to keep fighting every single day. You got to be a badass. Yeah, you got it. You got to keep on going. I mean, that’s what this business is. It’s not always easy. You know, it’s not and neither is any business neither. And you guys, aren’t you guys aren’t salespeople, we’re business owners, ultimately brokers jobs and to put money in your pockets yours. So you know, you have to go out there and win the business. And sometimes that’s going to be going after distressed market buying data realizing 60 to 90 day lates. History, knowing where distressed is that starting to network with a lot of divorce attorneys probate,

foreclosure defense, there’s a lot of strategic relationships you could get in. But look, every single thing that we’ve talked about today focused on problem solving those, what I want you to get out of the show, is focused on being the world’s best problem solver. And you won’t have a client problem, because people will be coming to you to solve theirs. So don’t overthink this business be the real estate problem solver. She’s the real estate detective, you’re gonna be very high in demand. And regardless, you still gonna have a business at the end of the day. So adjust with what is out there, you listen to what we’re saying, adjust the business people still move, okay? People have babies, people still die, that means people still move. So as long as that happens, and people are having babies and people are dying, which last I checked happens every day, there are still gonna be people moving. But who is moving is what we’re saying is probably going to change the people who are stuck in their homes at that 2% rate, well, they’re not going to be as likely to move anytime soon. Then the ones who are just, you know, missed their first mortgage payment,

or just lost their job, or missed their first car payment, or have high credit card debt. Those are where a lot of the investors are concentrating their times, I can tell you, that’s what we concentrated our lead generation efforts at. And it’s just, that’s where I believe the opportunity is gonna be if you’re gonna chase trends, if you want transactions in the next coming months.

Focus on the problems. It’ll be there any closing thoughts? You have Stephanie?

Um, well, I like to always remind people that if you’re the smartest one in your friend group, it’s time to go out and get some new friends. So it’s really nice as we go along, that everyone loves to listen to us and hear our words of wisdom and everything. But if you want to learn and grow, and come up with new ideas, you really have to go out and find people that are smarter than you to hang out with. So, you know, join some networking groups, find some new smart friends, and they will make you smarter, and more of a badass. Absolutely, what if they want to follow you, website or anything you want to give them? I’m Stephanie boy.com. And I’m on all the usual places, LinkedIn, Facebook, Instagram, or those usual places figured out tick tock yet, but I hear tick tock is where you could go wild and get, get people come to your website and all of your other social media, so I haven’t gotten into it yet, either. Just

not anymore. I have a couple of videos, but I just have it. I’m gonna say I’m too tired. But try to figure it out. So look for me on tick tock in the future. Thanks, folks. Thank you for coming. And thank you for listening on an episode of the real estate marketing dude, podcast. Folks, visit our site, visit our software, check it out. It’s called referral suite.com That’s referral suite W S W. E E t.com. Visited if you’d like to mark your database stay in front of it. We make referral marketing, very freakin simple and content creation. Very simple. All you got to do is give me a couple hours a month and you will be everywhere all of the time. Thanks again for coming on the show. And thanks for listening. Make sure you subscribe, follow us on our channels. And we’ll see you guys next week. Bye. Bye. Awesome. Good times. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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Back to the Basics

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Business has changed and it’s scary. What do you do in a downturn market? You go back to the basics, because there is still a lot of money to be made now.

Three Things You’ll Learn in This Episode

The basics of marketing in this economy.
What you’re doing wrong right now.
Why this market is so scary, but doesn’t have to be.

Resource

Transcript:

So how do you track new business? You constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started

what is up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks, we are gonna get back to some basics today.

People are wondering what the hell do I do? What should I do in business isn’t the same as it was 18 months ago, we don’t know what the hell’s going on anymore. And people are like, freaking out. Chill, dude, these are the best brand building opportunities to take share and territory than ever. But I understand it’s very scary for a lot of people right now. Because reality is most of you have never seen a shift. None of you guys have seen a down market to the tune of about 85% of you. And if you’ve never seen a down market, you’re probably shitting your pants right now and rightfully so. So what we’re gonna be chatting about today is what do you do in a down market, this will be my second and a half one, I believe in my career. And we’re gonna give you guys some very, very basic advice. But it is basic. And unfortunately, what we’re chatting about today is you got to go back to the basics. One of the gurus I followed when I first started my career, I think, as Craig forte, who said, You must be brilliant at the basics. You got to be brilliant at the basics. And I think that’s correct, but if not, whoever it is, thanks.

I still think about that. And it’s absolutely true. The big teams out there right now and there’s a lot of you guys are listening to this, you’re getting your ass kicked right now that $20,000 of ad spend, you’ve been spending monthly? Well, the ROI isn’t converting the same way it is because when there is a market shift, what you can’t control are consumer habits. And that’s exactly why today’s episode is gonna be going back to the fucking basics. So without further ado, we have Mr. Jake Dixon on the show today, Jake runs the locker room, which is a coaching company, a really kick ass coach, coaching company, very bottom of the line guy and he’s dealing with this in all markets across the country, because they have students everywhere. And I think what you’re going to get today is a lot of insight on what you should be doing right now. So quit freaking out, grab your pen. Stop running on your treadmill and listen to what Jake says Jake, how you doing, dude? Doing great, Mike. Glad to be here, man. Let’s rock and roll. Thanks for coming on the show here. Why don’t you tell everyone a little bit about yourself? Jake’s a dude.

I’d say why don’t you Tom, how’d you get your why you guys have so many coaching students? Why should ever listen to you? Well, you guys been doing? Yeah, I’m gonna dudes. Dude. I’m a coach dude with the marketing dude, what a great combo here. So yeah, my quick background is I played college and professional baseball. Hence inspiration for come coming up with the locker room, a lot of symbolism, a lot of sports analogies, some of which I’m sure I’m gonna drop on you and your audience today. But we specialize in working with broker owners team leads, as well as the agents who we feel are underserved I lovingly refer to as the blue ocean, which are any agents launching their careers, their dual career, they’re selling fewer than 24 homes per year. That’s right Blue Ocean Strategy book. And that is that’s our bread and butter. There’s plenty of coaching options out there for the mega mega superstar agents and producing agents. And we can serve you as well. But our messaging and our specialization is really birthed the newer, lesser producing crowd that wants to level up. I remember when I first got into real estate, I was doing a keg stand. And then a week later walking down Michigan Avenue wearing a suit and I’m like what the fuck just happened. And I joined a company that was called home touch. They’re out of business since but we had a kiosk and water tower mall right next to Fannie Mae chocolates. And if you’ve ever been to water tower mall, it’s a tourist trap. And there’s a lot of people now you might not be able to walk through there without getting mugged. But that’s a different story.

And I sold my first four, six houses right off the floor. And it was we’d have listings, sitting there, right? And listings would just be sitting there. And then people would stop and be like, Oh, what’s that worth just certain note the same concept as a window shopping when you walk past the real estate office in a place you’ve never been to before you always say hey, what does that house going for here? Right? So it was very easy to have these conversations and I was only 22. But instantly I knew the name of the game was having conversations because of that. Right? And that’s so basic, and the gurus will tell us so you’re one more note away from your next Yes, the way I look at content creation brand and all that as your own more view away from your next referral and our client because 10 to 15% of the people that see your shit, they’re moving and 100% of them have referral for you guys. So my version of going back to basics is always go back to the basics if not everyone you know that knows of that you’d invite to your wedding or funeral with an unlimited budget doesn’t know the fact that you’re in real estate. That’s what I mean. Go back to the basics. Now. How hard is it? I’ve never understood this real estate. I can’t get business I can’t get business. How hard is it just inlet the with Facebook II

email, social media just know the let the people 100 to 200 people that you would say hello to in the grocery store. How hard is it to remind them? You’re in real estate? This isn’t rocket science.

No, you’re exactly right. And that’s why we say here our motto at lockerroom is real estate’s a contact sport, it’s time to get your jersey 30. Some of you are going home every day without a speck of dirt to be shown for on that jersey. And so, to emphasize the point you’re making there, you’re absolutely right, right. We have something a concept here something crunchy, maybe called the five to 25 challenge. All we’ve done is repackage something that otherwise becomes numb and unsexy and made it sexy again, because I can beat you over the head, like every other person about lead generation and making your contacts. But we just repurposed it, calling it the five to 25 challenge. So math majors out there. Here’s what that is. It’s five contacts a day for five days a week, over, let’s say, 50 weeks out of the year. Anybody can do that. I don’t care if you’re launching your new business, your dual career are you the busiest superstar mega producer out there, you can have five intentional conversations every day, no excuses. So that’s 1250 Real Estate conversations over the course of the year. And I’ve been tracking this religiously now for seven years. And again, keep in mind my audience, but I see consistently a 2% conversion rate meaning for every 50 people I talk to, it will yield me one new piece of business. So what’s 1250 Real Estate conversations times 2%? Right? You guessed it 2525 sales in a year puts you now in the top three to 5% of producers according to Nar put that on your fridge, you know? And yeah, what am I gonna talk about? I can’t just call people to say, What am I gonna say, Jake? Well, that’s a problem. Mike, you know this as well, as I do is I work with so many agents who say, Well, I’ve already talked to everybody I know. And I call bullshit because what you actually have done is you cherry, pick your database, show me your your phone contacts, and then show me all the friends and people you have on your social media. You mean to tell me you talk to every single person, highly unlikely what you’ve actually done is just cherry pick your database, because you’re so busy on or worried about what am I supposed to say? So it’s not a contact issue. It’s a skill set issue, which is scripts and dialogues and having the confidence to go speak with people. I hear that all the time people like, especially with content creation, like Dude, I’m not gonna send that video. On Facebook. Everyone already knows I’m in real estate. I’m like, Oh, really? How many deals did you last year, because I break down the math for and here you guys can break down the math, if you’re sitting at home too. And how many deals you do last year, they’ll say 12 how many friends you have on Facebook 1000? Well, out of those 1000 Friends 100 250 of them fucking moved. But all 1000 of them had a referral for you that you failed to get. And you’re telling me you only did 12 transactions over the course of your lifetime. 80% of the people who moved us the first person they met.

What are you talking about? The numbers don’t add up, right? That’s basics. That’s basics. It’s being everybody’s looking for the shiny object get rich, quick pill. And the reality is, last time I checked, unless you want a robot or artificial intelligence mechanism to replace you. We just got to get back to the basics, which is what this is all about. I equate this to a former life when I used to give young kids baseball lessons, right? Again, I have a significant background in sports like, and so I would teach a 12 year old for example, the same way I taught that kid how to grip a bat or hold that baseball properly,

is literally the same thing those guys on TV are doing earning millions of dollars a year. They’re the best at what they do. Okay, so So the bottom line is this. If it’s true in baseball, I’ve got to be I’ve got to be led to believe it’s true in the sport called Real Estate that the fundamentals don’t change, the fundamentals stay the same, right? It’s just that the game speeds up. So instead of that kid throwing 55 miles an hour in Little League, now they’re throwing 95 miles an hour in the major leagues. But guess what, the grip and the how they hold the bat is the same. So agents the same way you close 12 homes per year is the exact same thing it takes you to close 112 homes per per year, you just need to master the fundamentals. And then notice that the game speeds up but the game and the fundamentals don’t change themselves.

I gotta take a quick interruption here. Just to show how on brand Jake is and he doesn’t catch us if you’re not watching us on video. He’s got a locker, like a gym locker behind him. And when we’re talking about brand and all of this stuff not to interrupt as Carson has had to bring this up is that he’s living it like he’s not scared to do it. The way he’s talking. He’s using like all these analogies and I guarantee you that that’s has a ton to do and people I feel like I get you dude, you know, but he’s not not being himself at the same time. So when people are like, Hey, I don’t know what to talk about. When I have these conversations. It’s like what do you mean you don’t know what to talk about? What do you an introvert. Like you just call someone up and say what’s up? I would call up like my frat bros and be like, hey,

What’s up, dude? What are you doing? And you just say, I’ve been talking to you I’m in the car, like realtors are in the car for like two hours a day, dude. Like just I would just call people up, like what’s going on bro? And then eventually, during that conversation, you’re like, so How’s work going?

And then they’re like, Oh, how’s it going with you? I just sold the house. Oh, yeah, it’s just that constant reiteration. And you never know. And then you’re right. Like, what you’ll find is like 10% of people, most people don’t know they’re moving yet to guys this year. Like, you gotta admit it. Some of these some of these people in here relate in your

relationships and your your database are going to be getting pregnant, they didn’t mean to. Right, some of them are going to be like getting sick or losing their jobs, bucks, none of them are going to sell their damn companies, and they’re going to want to upgrade, right? So it’s just you don’t know where it is. But what happens is that when somebody wants to freakin move, 80% of them hire the first person they meet with. And nobody wants to talk about real estate all day long, until they’re in the market ready to buy or sell. But that doesn’t mean you can’t be talking

100% Man, I’m doing a class coming up. And it’s called CRMs, but not what you think. And of course, I just like to have fun with people and mess with them. But so CRM is an acronym, because I get asked all the time, what’s it going to take to make it through this market or, you know, survive, and whatever. So I put in an acronym CRM. So it’s consistency. Number one, consistency. Number two is relationships. Number three is market knowledge. And number four, the s, of course, is skill set. If you master those things, and implement those things now, or whatever the cyclical industry is doing, you’re gonna be just fine. And that’s kind of what we’re talking about getting back to the back to the basis, it’s not necessarily the shiny technology object. Mice version of CRMs is consistency relationships, understanding the market knowledge and skill set development. Yep, go there. I think that, like, if we’re, what we’re really going here is like you’re working on a business, you’re working on your brand is what it comes down to. It’s not chasing a bunch of leads, guys, like that’s gonna burn you out, especially in a market like this. You know, like, I’m gonna assume that. I mean, we’re about to see two more bank failures coming up. fads retarded, and they they’re raising interest rates, and they’re causing these bank failures that gets the writing’s on the wall.

And I don’t know, I don’t know what’s gonna happen. But there’s an opportunity there, right? No one’s talking about that right now on social. So like, what kind of conversations can you have on a brand? Well, I’m just gonna talk about current events.

You know what I mean? Like that, there’s so many ways you can go out and do it. But the other thing you want to think about in times like these is that so many people are very quiet right now. And that’s why you want to be very loud. And in a shift, that’s where the opportunity is, you could take territory and territory doesn’t have to be physical territories attention, guys. And the more attention you have, the more territory you’re gonna get, and more people know you are then the more conversations you have, like we’re talking about. And it’s nice when you have these conversations, and you do them with content or you reach out one on one, whatever it is. You’re building a brand at the same time. It doesn’t happen overnight. Jake wasn’t an all star pitchers first round were you Jake. I mean, I’d like to think I was maybe in my head, but hell no, it took a lot of work a

lot of reps. No, I love what you’re saying there because it’s it goes back to being human. We are human beings and stop making it weird. Like, dude, sometimes the word lead generator prospect freaks people out. I don’t know, I’m just a small town, dude, from the sticks of Illinois. To me, it’s going out and making friends and having real conversations. Congratulations, you lead generated because in a normal conversation, which means it’s back and forth. If you ask somebody enough questions, they’re bound to ask you back something like how are you or how’s your business? That’s when the real estate Gods open up the clouds and it’s your chance not to blow it. And because you can subtly input something about real estate, like you said, here’s another little little trick on words, one of our coaches, which I thought was genius, recently was targeting this the subject of like, well, what am I supposed to say, you know, I can’t just call him when I need something and beat him over the head with who do you know, look at a buy, sell, invest in real estate. That’s the worst. I hate that. Don’t do that. Please, just stop doing that. Don’t do that. That’s like saying, Who wants to sleep with me today? Right.

It’s a booty call.

So so check it out, though. So she said we need to start need generating and stop worrying about lead generating need and Edie if I call somebody say how are you? What can I do for you, especially in that post COVID era, all that other stuff will take care of itself? Start position yourself of being a person of value in a connector and asking how can I help? What do you need from me? And the rest of the stuff will take care of itself. So maybe some of you need to start need generating and quit worrying so much about lead generating. I love that. I got an email today from one of our clients. She’s a mortgage broker, and I think she’s the last mortgage broker I’ve left as a video client.

Because you guys all quit, because you’re scared. And what happens is, is that she’s crushing it. She actually reached out this morning and she’s like, Hey, I have a real estate agent. And her and her husband also own a bakery, and I want to add value to her. So I’d love to feature her on like a business type interview and mend that relationship. I’m like, That’s an excellent idea.

Because she’s swimming upstream guys, like, you know, she’s thinking in the future she’s cultivating and every other lender in her market are dying, and they’re sitting underneath the desk shaking,

scared and not doing anything, just worrying about what’s gonna happen tomorrow. But she’s being proactive, and she’s taking territory. This is what I mean by that. And it’s super super. It’s not rocket science. It’s grassroots, you know, and you’re right. So you can do it from the numbers game with the database, or the five to 25 challenge. But again, to your point, just there, you know, I’m a strong advocate of forming your top 50 MVPs. I don’t care if you’re a brand new agent and a new market or whatever. But who are your MVP is those raving fans, those core advocates, and some of them are probably most of them are in the form of other people within the real estate industry, insurance agents, carpet cleaners, pest control companies, general contractors, on and on and on. If I have coffee or lunch with one of them a week for 50 weeks, you can’t tell me that 50% of them probably are going to refer you a piece of business this year. That’s 25 sales right there. Yep. Now make it a symbiotic two way relationship. It’s not all of what’s in it for me. But hopefully your listeners are, you know, get what I’m saying here. You approach it the right way. But you got 50 People like that in your back pocket, and even half of them deliver for you every year with one referral. Jackpot. Yep. So

besides reaching out cultivating relationships, what else can we be doing?

Why personally, I’m a big proponent of this, we need to be focusing on ourselves, how are you growing yourself? How are you protecting that thing upstairs in your brain or in your head called your brain? And so I’m a big proponent of personal growth. And that’s why people are listening to your podcast. I have to assume Mike because they dig your content and it helps snap them out of the funk. Who you’re surrounding yourself with what conferences what what things are you feeding yourself because right now, that sucker upstairs is very delicate, and there’s so much fear so much noise that we can buy into and become a victim of or we can drown out the noise rise above it and be that agent who’s standing there stronger than ever before, whenever the economy or whatever rebounds, because I suspect you feel the same way. I don’t give a shit who’s in the White House. I don’t care what the stock market’s doing today. I’m in control of things more than a lot of people care to admit, you know, and if we just stop paying attention to the crap and take control, we’ll be just fine. Yeah, you got to surround yourself you’re actually having an event coming up soon. I believe in Orlando. Why don’t you tell them about that really quick? Yeah, go into events, get your ass out of the you got sometimes just gotta step outside your comfort zone guys. I always came back from events, implementing at least one thing, but more importantly, I got reengaged and reactivated because I was so burnt out. So I’d get the hell out of town go to an event. And then I come back and all sudden, I’m like a new man. What are you having? Yeah, as in you’re right. I mean, there’s tons of events going on. People are craving connection out getting out from behind these computers and zoom screens all over again. So yes, and everybody’s gonna roll their eyes when I say this, but it’s in Orlando in August. Oh my gosh, it’s so hot. Get over it. We’ll be inside. Okay, so August 10 11th. And 12 is our event in Orlando, it’s called the TLR breakthrough event. You can go to TLR nation.com/breakthrough event to get all the details. We have two days for agents and two days. For broker owners and or leader leaders in general, it’s going to be amazing. So yeah, we’re looking forward to it. We’ve got about 125 spots for agents, 125 spots for brokers. We’d like to keep them small and intimate. And our events are very different from the majority, because they’re very heavy on the workshop and collaboration. You’re not going to just leave with pages of notes, you’re going to leave with things done ready to implement when you get home. Yet, take action.

Folks, what I would be doing right now is learning how to use your damn phones and creating a whole lot of content. People are like, Oh, I can’t create content. Yes, you can you have three options. One, you learn how to do it and you start doing a bunch of short form stuff. And videos, too. You hire somebody to do it for you. But that just depends if you have the budget, and then three

you do a little bit of both. There’s no shortage of it. But like for those you that are short on budget, then learn the time put the time into what else you do and don’t have any clients. So what else are you going to be doing right now?

Um, if you have if you’re too busy then you have money because otherwise you wouldn’t be busy so then reinvest that money could be in such a cheapass like, you have to focus on putting it into the business you guys, you can’t be quiet right now I would I think created I saw create a lot of noise I saw an awesome probably the best ad video I’ve ever seen was Ryan car 32nd or 62nd real best ad I’ve ever seen on social at least for real estate agent targeting real estate agents. And he basically just said the same shit. Like he’s like, dude, like, these markets are great double down on your brand. I never bought a lead in my life like the television show doesn’t hurt. But same thing. You know what I mean? It’s he’s, he’s on point is it’s true. It’s just a giant popularity contest. Yeah, you’re right. I mean, we have a whole section on our event from Jeff fitzer. Some people might know Jeff, who listened to this and he’s going to talk about marketing and videos specifically at our event. And it reminds me what you’re just saying of Gary Vee, or depending on who you follow. There’s all different opinions on this. But he says stop worrying about creating and start documenting. Right and so my buddy Josh down in Jacksonville, Florida, was notorious. He has 1000s of videos on his YouTube channel, mega mega agent 65% of his business comes legit from YouTube. And to make a long story short, one of his most popular most watched videos of all time, check this out now was he got a nasty letter from his HOA? Basically saying, dude, you got all these nasty hard water stains on your mailbox, it looks like shit, you need to you need to do something you need to paint your mailbox. So he could have just painted in mail his mailbox. But what he thought to do is repurpose that as an opportunity to talk to his neighbors, that where he lives works and plays, right? And so he flips his video camera around on his phone and says, Hey, what’s up neighbors. It’s your local favorite, you know, realtor, Josh here, blah, blah, blah, look, I’m getting ready to paint my mailbox, I got this letter. Here’s a couple tips on how to go about painting your mailbox. So it looks like a million bucks. Like he was going to do it anyways. But it was just that I’m amongst the people. I’m a man of the community. And oh, by the way, I’m a real estate agent. You know, it was just beautiful. He’s got so much business on video like that. Crazy. That has nothing to do with real estate. Like it’s no, it’s so we had a guy that started. He’s just doing a that’s a good tip. If you guys doing short form content, you have to upload it as a real please don’t upload it as a regular video. So we had this guy and he was we’re doing all of his editing work. And you know, he stopped talking about real estate, you start doing barbecue reviews. And in all of his videos, he’s always wearing like a hat that says like, I’m a realtor or shirts that say I love real estate or something like that. So he doesn’t have to say it. So he’s just branding, the fact that he’s in real estate, but it’s very guy Ferraris. He’s going around and just doing restaurant interviews. And all he’s doing is eating. Right. And he’s just he just he’s a total dude, he looks like it. He started uploading them as reals. I mean, it shipped blew up like he’s got like, every real now is like 3000 views, 4000 views, 10,000 views. And now he’s become known as like this barbecue guy. On the flip side, we have an attorney I started doing content for and she’s a bankruptcy attorney. And she’s like, well, what can I do to stand a little bit different? She’s like, 75 years old. And I’m like, what do you do on the weekends.

And I found out that she knits picture that 75 year old who knits a My Great. Well, all I want you to do on video is just start, I want you to be knitting a ball of yarn. While you’re telling me about bankruptcy. It’s very simple. No one’s gonna care what you talk about, but they remember how you said it. So it’s very simple to build attention right now, you guys, you don’t have to overthink this stuff. But you have to start doing it. Because right now, there’s a lack of people doing it. A lot of your competition is scared. And when you just take the earnest and start doing it, you’re gonna get the noticed. That’s what a shift is. Yes, it won’t pay off right now. Probably take 3678 months, but I could guarantee you in 12 months from now, a year from now, you’ll come back and you’d be like, Holy fuck, I was so glad I started creating that content. That’s awesome, man. I’ve never heard anyone who hasn’t like I have not heard anyone who have it. The only time it doesn’t work is if people don’t like you. That’s nothing I can help you with. You’re in the wrong damn business.

So reminds me like I don’t know if you follow like Dave Portnoy or somebody who just does pizza reviews. Oh, yeah. Love. You know, all the do does is pizza review.

Best pizza review was in the South Loop. I live in the city, Chicago, and he’s doing a pizza review at eighth and state and it’s a pizza place I’ve been to many times, and there’s a cardigan stolen right behind him with a cop just sitting there waiting. And it’s the best pizza review ever. And he’s just eaten a pizza testing. And he’s just like, dude, that car just gets stolen.

Right in the middle of the city, but that was one of the it wasn’t just a pizza show. Like that’s why I’m talking about I remember that. But now I’d also remember he’s the pizza guy. So like, you guys, be you. That’s the point though. Like the end of the day. What are we doing here? I would argue or submit at least it’s to win the mindshare battle. If I can win their mind. Look, I don’t have to remind them every day.

Some day or every conversation what I do if I’m doing my job effectively, they’ll know. But what are we going to talk about between now and then seven years or nine years from now when they have an actual real estate need to buy or sell? We better find something else to talk about and stay top of mind with each other. So whether it’s pizza or barbecue or knitting or whatever, take something you naturally enjoy. Create some video content like you’re saying with it, and you stay top of mind amongst the people. Yep.

Not that hard, guys. You just got to do it. Folks, we appreciate you listen to this episode. Why don’t we Jake, tell them again about that event. I might be going there. might check it out. Love to have you. So yeah, man. It’s Orlando, the TLR breakthrough event August 10. Through the 12th you’ll find your dates accordingly on whether your agent days or the broker days, just simply go to TLR nation.com/breakthrough event we’d love to have you cool, Folks, we appreciate you listening to Episode The real estate marketing dude podcast. Folks, if you need help building your content, I want you to visit our new software we just released it’s called referral suite referral suite.com That suite s wet like the blue popsicle.com and visit it if you’re having trouble staying in front of the people that matter most that are responsible for the vast majority of your business. Give me one to two hours a month and I’ll make sure they all know who the fuck you are. Appreciate guys listening and we’ll see you guys next week. Peace. Thank you. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Transcribed by https://otter.ai

The Power of Visual Imagery and What it Says

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Today we are talking about the power of visuals. We mean branding, photos, videos, anything you can see. If you don’t have a strong visual presence, you don’t have a brand.

Three Things You’ll Learn in This Episode

Why your brand needs a visual.
How you can incorporate visuals in your marketing.
How PhotoUp can help you create marketing your real estate business.

Resource

Check Out PhotoUp

Transcript:

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast what is going on guys? Today, we’re gonna be chatting about

branding and the power of visual imagery.

I, if you’re not creating content, you don’t have a damn brand, or you ever build one, right? And we’re gonna focus on why that’s so important because people don’t put enough time and energy into this. And a lot of you guys, the reality is that you’re struggling right now. And you’re wondering why the book is struggling? Well, it’s because you never built a brand to begin with. And when the market shifts like this, it takes a dump on you. But everyone who has built a brand over the last four or five years, yes, business is down a little bit, but they’re definitely not struggling. All right. And that’s going to be the power. So what I want to do today is just focus on that. How do you build a brand online because everything you do online with imagery, whether it’s video, whether it’s photos, whether it’s your damn logo is marketing, and how that appears to others is important, right? Nobody hires the person that has never seen because they don’t remember them. And in real estate over 80% of business is going to come from the people that already know like, and trust you not a bunch of fucking strangers, so pay close attention today. Without further ado, we’re gonna introduce our guest today. He’s with Photo Op, Mr. Devin Higgins. Devin. What’s up, dude? Hey, Mike, thanks for that got everybody psyched and pumped to listen in today. I love it yellow. Oh, that’s the attention getter. If I don’t do that, you guys will start falling asleep. So while you’re sitting there on your damn treadmill right now pay attention.

So yeah, tell us just tell us real quick about photo op what you guys do. And I got all the different types of questions for you. Yeah, sure. So photo op, we’ve been around for the past 10 years, we focus on everything digital real estate marketing. So doing photo editing, video editing, Virtual Staging, single property websites, virtual tours, we even do house portraits for closing gifts for your clients. So anything kind of digital, and then a little bit of personal assets that are too as closing gifts that you need to kind of market your brand, your business, your listing, we can help take care of it for you. Yep, I had. It was probably about eight years ago, I was at Social Media Marketing World here in San Diego still live in Chicago. And I bought a book that weekend. And it was called The Power of visual imagery. And it was right when I started to really exercise maybe like 10 years ago, but when I started to really get into social media, so I really started getting to content creation. And I want to lay out what she wrote in the book that sticks with me still today. And I just want to prove this point why it’s so powerful. And people oftentimes, you know, nobody remembers what you actually say. But they remember the impact that whatever you’re doing made on them. They don’t remember what you say they remember how the crochet is probably made you feel. But the what she writes this, she’s like, Well, dude, look, everything is based on story. And I use this in one of my presentations now. And I put a slide on my presentation and it just says boy in blue B O Y, then I asked everybody Hey, what’s going through your mind? So I’m asking you guys right now, boy, what’s going through your mind, you got five seconds, what’s boy B, O Y? What image is going through your mind? Right now my next slide is a picture of a little Asian boy in a bathtub with bubbles and a baby bottle. Now I say what’s going through your mind there. And because that picture gives you a lot more context, you’re able to form more images in your head and relate to it. But then when you go a step further, and you do a video, you have a word, a picture than a video, which is the most impactful. Right, right. And it’s, you know, at the end of the day, it’s what people see is the most impactful thing they remember, it’s not what you fucking say. Yep. So that’s why imagery is so important. Yeah, yeah. I mean, we see it all the time. Just even in terms of engagement with listings, right listings, who have professional real estate photography, or at least professionally edited real estate photography, actually get 50% At a minimum, more traffic to that listing, because the images matter, right? I mean, 95% of people that are looking for homes today are starting their search online, right? It’s not going to be something that you as the agent necessarily find them or show them. It’s going to be them coming to you saying, hey, this listing looks good. I’m gonna go check this out, because I love the photos that I saw online. Yeah, and the thing that people don’t realize is like, if you like, please don’t take pictures with your damn cell phones like your real estate agent. You’re making three and a half percent, couple $1,000. If you can’t spend a few $100 and getting the photos like you should just not have a license period. We all

I’ll stop your mic Real quick though we actually and we’ve seen it too. And we’ve preached this for years, right? Don’t take the damn pictures with your phone. But people still frickin do it. What we’ve come to the decision of is, you know, people are just gonna continue taking pictures with their phone, how do we make them better? How do we professionally edit those. So we’re actually working on an AI editing app, where you as a realtor can still take the photos with your phone for again, the lower end listing, maybe you don’t want to spend 200 bucks 300 bucks on a marketing package for a $200,000 listing, but at least get them professionally edited through a professional photo editing app. So that’s gonna be coming out later this year beyond. But again, just a way to enhance your marketing. And yet you’re not a photographer of your realtor, most likely, some people are and if you are great kudos to you. But if you’re not just at least do something to enhance the images and make them look professional. Because attracts more people. What does it say about your brand? Like if I’m, if I’m looking at a property if I’m gonna, if you’re selling my house, and I’m gonna look up like a house you sold and one of the things I’m gonna see on the photos you took, and I’m like, Dude, that thing looks terrible. Right? You know, it’s like, but and then here’s the other thing too, like you just put out an example about, oh, maybe it’s only a 200,000 or listing. And a lot of agents won’t go top and on the marketing, but when I was still in production, I always went top in and on the marketing, I never discriminated against price ever because I treated everyone the same. And I’m gonna give you guys a good story. $15,000 listing on the south side of Chicago 6700 block of South St. Lawrence, if you guys been there before, you probably wouldn’t ever walk step out of your car $15,000 inhabited by homeless people, did I I didn’t. I didn’t shortchange anything. I did a video, I did full a professional photographer I hired come out down there and do the photos. I lost money marketing the listing, guys. But my brand matters. The day that listing close to seller, Dan decided to tell me he had three more properties for me to sell, because he’s very impressed with how we marketed that dump of the prep list. You have to go all in on everything. It’s marketing. A listing is not necessarily about that listing. Certainly it is. And it’s trying to sell that one. But it’s about the next one that you’re gonna get. It’s about your reputation. Mike, like you said, it’s your brand, right? It’s your business, what are people going to expect when they come to you and hire you to sell their house? That’s what they expect.

This is pretty cool. So you guys do like

staging and virtual and all that? Yeah, so Virtual Staging has been a big one. I mean, obviously, the pandemic kind of boosted that, right people couldn’t get into homes to physically stage or even walk around, and then see kind of what a space look like. So they wanted to envision what it looked like with their furniture in it right, or with some set of furniture in it. It also is a huge time savings and cost savings versus physically staging a house just because we can do it so quick, right? Typical Virtual Staging job turns around in about 24 hours, whereas the physical staging company is going to take multiple days to even get a contract signed to figure out a time that works for them to come in to set everything up to move things around to potentially nick the walls, right? Scratch the door, whatever it might be, versus you don’t worry about any of that with Virtual Staging. And it’s a hell of a lot cheaper. I mean, typical image for us is around 25 bucks, typical home staging is going to run you anywhere from a grand to a couple grand, depending on how long that furniture sits in the empty house. So very cost effective, very economical. And, again, you’re trying to get people in the space itself. Virtual Staging is able to do that, because he got great photos online that are getting people excited to come and check out the house. Are there any things you can like? Yeah, I mean, that’s that’s pretty cool.

I remember Matterport was a big deal. Like when I was still in production, you know, if they’re still around? Oh, yeah. But like, it looks like you guys have a very similar thing. And we would get same thing we would we had a more we would get Matterport not just to please the seller, like I didn’t care about the anything else. I just wanted it to look cool, right? And the seller is your first showing you guys so you can’t chat. You can’t shortchange any of this stuff. color wise. Like let’s get out of photos, obviously do your own photos. Let’s get into some like, just visual imagery in general. Like what do you suggest realtors to do if they don’t have a listing? What kind of photos should they be taken? What kind of marketing can they be taken? What do you you know, videos, Talk Talk to me a little bit about that. Sure. I mean, anything and everything that you can do visually, like you said, right? People look at words. It’s one thing people look at a photo, it’s more engaging. What’s the most engaging thing you can do? It is a video, it’s going to be the biggest attention grabber it’s going to keep your eyes on something longer. It’s going to allow you to show your true personality and colors right if I looked at a photo of you, Mike, I’d be like, Oh, it looks like a cool guy getting on the podcast with you and actually talking even his face. You’re like, oh, my gosh, exciting. This is friggin awesome. Like you want to meet you might not just see the picture of Mike. Look at the impact though that goes back to that example. I just gave you like how many agents do you guys see you guys that are doing this at a high level. Not get the video on that listing and why not? Like it’ll just Oh, I’m just going to take I’m just going to take the photos. Get the video on the right

sticking to like, it’s not about the listing. No, it’s not about that listing like I said before, it’s about the next one that you want to get. It’s about your brand your reputation if you want the higher end listing, I think the one thing that blows my mind is like the agent that’s constantly selling 200 to maybe $500,000 homes and is like, Man, why am I not getting the higher end listings? Because you’re probably not marketing anything like a high end listing? Why would somebody who has $1,000,000.02 million dollar $5 million listing hire you when all you do is photos and they look as shit? Because I have a real estate license? Dude. Yeah, exactly. It’s like no, that’s that’s not going to be how it works. Even if your friend or your family, right. I mean, they want a professional who’s doing professional grade marketing for each listing that they do. This is the way to do it. Yeah. There’s no doubt like people take a pay attention to the details when it comes to stuff like this. Yeah, I used to use that stat alias. I was good for professional photography. It’s just a big deal. Okay, so what a listing videos, what do you seen people doing? You see anything that works better than others? I mean, obviously, showing the home right getting through the space, having it done professionally, half hiring somebody to come out with their nicer DSLR camera. Again, you can make a nice enough video from your iPhone. But do you know what you’re doing? Do you know how to pan around the room? Do you have a stabilizer, making sure that it is of professional grade, and showing every room in the actual flow of the house, I can’t tell you how many people were videos that I’ve seen that weren’t done by us, we don’t do this. But other folks who like you walk in the front door, then you’re in a bedroom, then you’re in the upstairs, then you’re in the kitchen, then you’re in the downstairs, it’s like, Whoa, I have no idea how the flow of this house actually works. It takes time. And it takes effort to make sure that you’re laying that video out correctly. One thing that we’ve seen more in recent years is people actually the agents themselves jumping into the video, right? It’s your brand, it’s your reputation. It’s not about that listing itself, it’s about you, it’s about selling yourself as the agent. So whether it’s the beginning of the video, a short little blurb at the end of the video jumping in, even if it’s a picture, I know some people don’t like to get on camera, or camera shy, I get it, that’s fine. But also, if you’re an agent, you can get over that, like get on camera, you should. But if you don’t a picture at least, or if you really want to go in for it be involved in the shoot. I’ve seen a lot of people now, even on simple things like a tic tac reel or an Instagram reel, right of jumping in there and sitting in a room as the cameras panning around, right? Even laying on the bed, doing whatever to engage with the house itself, and make it feel like it can be livable. I think that’s a great way to show engagement. And again, be connected and be the brand in your videos and in the marketing that you’re putting out there. Yeah, this is a reminding not selling, you don’t have to sell the fact that you’re a real estate agent. You just have to remind people, right? That’s what marketing is. But when you’re in Yeah, I hate when people don’t get in the listing videos like Dude, the whole point of doing the video is to build the brand. Yes, get in the listing, dude, like,

I can’t get on that video. Do you have to get on a video, it’s your job. When I was doing we used to do these like, this is like 2012 or like first people ever in the country doing video then. But what happened was because of that, it just generated a shitload of attention. So the goal of the listing you guys is not to sell the damn listing. That’s my third goal. The goal of the listing is to first please the client for repeat business and referral business, which is why you need good shit, your shirts got to look good. No one goes back to the restaurant that they find a fucking hair in their food. That’s what your pictures look like when you don’t fucking get professionals.

Right. But the second one was the leverage for spin off business. That’s why I’m marketing right? I’m getting really good images and videos to leverage spin off business. So I’m using the listing as a way to generate more business. And then the third is to sell the house in that order. Totally. Right. But if you’re building a brand or business and don’t shortchange this stuff, because no one the problem, I think is that people don’t look at their, their business like a business, they their salesperson chasing their next check. And they don’t realize that they’re selling fast food.

Yep, no makes sense. And how do people learn this? Right? I mean, other than listening to your podcast or just understanding the importance of marketing, because what I’ve seen is agents are not necessarily marketers or professional marketers, right? How is there a way to learn this I was there a way to do this? It is it’s listening to a podcast like this or just knowing to go out and do it having some sort of marketing background or coming to a site like photo op, right? Checking out all of these amazing tools that you can have to market your listing and making sure to do that consistently. We have a saying within our business at least, that consistency over time produces great results right? You’re not going to just do all the bells and whistles and marketing on your first listing and then be looking at that say Mike and Devin man I did a photo video, those virtual tour property website on this shitty $200,000 listing and having

gotten anything from it? Well have you done it on your next one and the one after that and the one after that and the one after that? It breeds great results if you’re being consistent with your marketing or with anything in your business to be honest, yeah, marketing is not advertising but it does lead to the next sale that’s what people don’t realize they’re so used to like oh, I need a lead lead. You’re not even a follow the damn leads you’re getting like the fucking talking about you just want leads. Because it’s flowing your ego. It’s making you feel like you’re accomplishing something, but you’re not converting them. So what the flux the point guys, like, quit playing this hamster wheel of a race here. Like, it just drives me nuts. Like I dealt with it. We do with our own clients. Like right now. We’ve lost a lot of business. I’m not shy to say that because we do video marketing for people. But people are so scared right now they’re cutting back. Well guess what? Every single person who doubled down is not struggling right now, guys? Yeah. Why? Because they’re earning the attention of their audience and the marketing while everyone else goes hiding, and cutting costs, we’re doubling costs. We said the same thing happened in COVID. And COVID. How many people just came out like incident celebrities? Like because everyone was stuck to social media and the people that took to social, right? We COVID it March 2020. April, and throughout the next year, year and a half, go look at their tick tock channels right now. They have like millions of followers, everyday average people because they took the time to put the content out there and all pictures videos, it’s all content. Yep. And market even when you don’t have a listing, right? I mean, get yourself out there, get behind a camera, go on social media, put up an Instagram post, put up a tic tac video, I mean, get yourself out there any way shape or form. Mike, like you said, I mean, remind people that you are a realtor, right? It’s not necessarily about I have to sell this listing, or I have this listing for sale right now. It’s about hey, I’m the realtor, I’m the person that you need to turn to when you have something to sell. So that when I’m gonna when I’m in the moment, right, and I’m Joe Smith, and I’m looking, oh my gosh, I need to sell my house, I just got fired from my job, or I’m going through a divorce, or I just need to move and upgrade. Oh, I remember Mike was a realtor, because he’s always posting about real estate. Yes, that’s when you want to come up 10 to 15% of the people that see your content are going to be moving themselves this year. Most don’t know it yet. But 100% of them have the ability to refer you at least one client. And when you’re consistent with content, you want the attention and you want the attention, you have a brand, when you have a brand, you have more conversations, it’s very simple. But you have to create something to be top of mind and all of that. And that’s where the power of visual imagery does. It’s not so much to get on a soapbox and sell your shit. It’s like, it’s to just tell your daily story that reminds people and for those you that are scared to get in your own videos, say this a lot in the show, but your obligation to do so if you believe you’re the right person for the job, because you should tell the world about it. And if you don’t believe that you’re not the right person for the job, and you should quit, probably and somebody else down the road is going to be getting in the videos is going to be putting themselves out there. And who do you think those clients are going to pick the guy that’s unwilling to get behind the camera and actually put themselves out there and sell the listing or sell themselves? Or the guy that’s out there doing it nonstop every single day? You have to make yourself more marketable. I agree. More marketing, more referral. I like it. Dude, what other any closing thoughts you want to have here? Like, don’t get scared, do it invest in yourself? Totally. I think for us another big thing that we’re seeing both on the photographer side, because we work with photographers a lot and we work with agents is just the power of a Viet, a virtual assistant to take some of those lower level tasks off of your plate for photographers. It’s a lot of editing, right? They shoot all day they come home at night they need to edit, that’s a part of our business, but we’ve actually dedicated resources to them to improve quality and consistency. For the agents. It’s transaction coordination, it’s admin work, right? It’s the social media stuff that you don’t want to do. Can you hire somebody to do that? And we know it’s tough to hire over here. We have the big team over in the Philippines we have about 200 employees over there that are incredible human beings that do phenomenal work. at a lesser rate around seven to $10 an hour is what you can get a full time VA for that really does help you leverage your time your time is money, your time is valuable. Your best use of your time is getting yourself out there shaking hands, going to networking events, meeting people being engaging in that way and not necessarily stuck behind a computer, creating your Instagram post or posting your Tik Tok video or managing your website right your time is best spent getting in front of people and being with your potential clients. So that is one thing that we’ve seen kind of uptick again, through COVID times and even beyond and something that we are happy to help you out with I like it yeah outsource all non money making activities especially at an ancillary people, you’re getting socks, you’re not an editor, senior shit, it’s terrible. Again, and that’s a reflection of your brand like you have if you’re putting out crap content, and you’re really gonna go out on a video

Like if you suck at editing, hire an editor do this because it’s got a pencil. It’s nonsense. It’s very simple. And it’s the most impactful marketing you’re gonna get. So I appreciate why don’t you tell everyone your guys’s site in case they want to check you out. So again, my name is Devin. I’m with Photo Op, it’s photo op.net. You can also go to photo op.com. And it will transfer you to the same spot we give everybody who signs up 10 free credits that you can use on any of our services, photo editing, Virtual Staging a property website, a virtual tour. And then yeah, we’re, we’re happy to talk to you. We’re excited to get there. One one quick story. You just said editing sucks, Mike. And it was actually he assured that we were at our last convention, it was a real estate photographer convention that literally the shirt just said everything sucks. And you wouldn’t believe the amount of response and people touching. It’s great. Yeah, that’s true. I like that. Well, appreciate having you here, dude. And we appreciate you guys listen to other episodes. Folks. If you’d like to check us out, you want to make marketing your own brand easy. Why don’t you visit our new software called referral suite.com That’s sweet WSWE T referral suite. And we will farm your database for you. All you need is a couple hours a month if that. And you’ll hit them through direct mail, email and social media but you won’t have to think about what to create because we do that for you. So visit us at referral suite.com And we appreciate you guys listen to the episode. We’ll see you guys next week. Peace.

Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling into your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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No One Gets a Lead on First Touch

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If you are expecting one conversation to convert your next client, you might need to think again. Today we are going to talk about what it takes to keep the referrals coming.

Three Things You’ll Learn in This Episode

How to build relationships with clients.
Why you aren’t converting leads.
How you can bring in more clients.

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