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Transcript:

What’s up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast. Folks, we’re gonna be chatting about today is something I think everyone’s going to get a little bit of a kick out of. Look, none of us want to get on social media. We do it because being on social media creates money. It creates clients, it creates a tension, it builds your brand.

00:04:47:12 – 00:05:04:04

Unknown

But if we really had an option, me included in this, I’d go hide behind. I’d sit on my couch all day and watch television or play video games or something. Know, I wouldn’t be out there creating content, doing all the stuff on social media because I’m do it because I know I have to. Reality is, if you’re not doing it, somebody else is.

00:05:04:04 – 00:05:31:22

Unknown

And building your brand on social, whether it’s Facebook, TikTok, YouTube, Instagram, I mean, honestly, it’s all of them. If you’re not doing it, somebody else is. And that’s why you need to be there. 100% of your future clients will be online and over 80% of them will use the first person they come into contact with, many of which happens to be the first person they’re either introduced to or they personally meet or they run into at a bar or restaurant or through a family or friend.

00:05:31:22 – 00:05:52:07

Unknown

That’s just basically how it is in other words, this damn business is nothing more than a giant popularity contest. So I get a message and we got a we got a Canadian coming up on the house today and he’s not too deep in the count. He’s just over the just over the border. But not that that matters. But he’s a you know, he just that’s a story.

00:05:52:07 – 00:06:08:02

Unknown

Would I just what I just laid up. I hate social media. I don’t want to do it. But once I started doing it, I started getting a lot of buzz. People started commenting and all sudden I feel like I’m getting all these conversations I never would have had unless I’d started doing it to begin with. So we’re going to hear a story and see why he does it.

00:06:08:02 – 00:06:23:06

Unknown

And I’m hopefully it’s going to kick you in the ass and why you need to do it too. And if you even are doing it, you need to get a little bit more consistent. Let’s we all do. So without further ado, let’s go ahead and introduce our guest from the other side of the pond, not pond water. Mr. Jordan Sylvester, What’s up, dude?

00:06:23:08 – 00:06:45:02

Unknown

Hey, man. Thanks so much for having me today, Mike. It’s great to get a chance to just chat about the excitement of real estate and trying to figure out where that next deal comes from. You know, the the the infamous pipeline conversation, Where where’s the where’s the next one going to come from and what are we going? Yeah, feast or famine, peaks or valleys, month the month, week to week client by clients, you name it.

00:06:45:02 – 00:07:05:12

Unknown

Right. So tell me a little bit about yourself. I saw everyone who you are. Before we get started here and I got a bunch of different questions and one here, your story on how why you actually like social media nuggets. You don’t like it, do you know? I’m not a huge fan of social media. And if you actually were to go to my Facebook page and look at posts previous to basically this August, you’d see five over the last two years.

00:07:05:16 – 00:07:25:04

Unknown

And two of them are, Hey, you want to come hang out at my birthday on the patio crammed into one of our local watering holes. So but I understood that in the market shift in the where we’re going and where people are, you know, I love to I’m actually the person who you’d meet at the bar and want to chat with and hang out, and I’ll just talk to any random stranger, but any random thing, just because I think it’s fun.

00:07:25:10 – 00:07:39:23

Unknown

That’s one of my, my, my natural skills, but one that is not natural is go live on Facebook. Go live here record stuff and have it actually posted out there so people can watch you. It’s like, No, no, thanks, man. I’m good. I’ve been trying to do it with a coach. He tried to get me to do it for like three or four years.

00:07:39:23 – 00:07:57:12

Unknown

And the trick was hire somebody to do it for you. That was how I managed to jump. That was one of my buddies does a lot of batch creation, so I literally record for, you know, one day a week and then he gets anywhere from 20 to 30 videos a lot of the time out of that. And then we post what we need to in some of it’s relevant, some of it’s not.

00:07:57:14 – 00:08:16:08

Unknown

But he also posts everything, so I’m just as surprised daily by the media content that I’m putting out as most of the people watching are. What you’re not even posting, you’re not even actually physically doing the post. You have someone doing it for you. You said, Shoot, go. Yep, show up and shoot. So. So for me, that was like it removed a lot of my what’s the right word Like, like concern.

00:08:16:08 – 00:08:31:22

Unknown

I guess the right word is, is like if I had to edit a review things and then try to hit. Yeah, okay, go ahead. The chance of me doing that goes to almost zero just because I’m critical and critical of everything I say. Did I say it right? You know, Did I inflect like all of those things? And my buddy edits it all, throws it out and I just get to see it.

00:08:31:22 – 00:08:59:19

Unknown

And sometimes, like we’ve had some conversations and adjustments about certain things that might get out that I’m like, Hey, dude, he’s a guy, but this is creating content. People are responding to it like it is what it is. They imperfection is part of the game. People expect authenticity. And if you go and look at all of my stuff, that’s the other thing I did was I rebranded to truly myself, which is you’ll see me with my covered hats, you’ll see me in my t shirts, and if you catch me in your pink shirt like part of your brand here, it’s not necessarily the t shirt thing like duh.

00:08:59:21 – 00:09:17:17

Unknown

So I wear t shirts. So I have a bunch of these very similar t shirts. You’ll see me in the blue, you’ll see blues and greens and stuff. And then I’ve got the hats that sort of match. So I have about seven or eight of these hats. Again, I just I liked I’m a golfer, right? So for me, these hats came out of golf and then I really like I always wear a t shirt anyway, so then it just sort of paired itself together.

00:09:17:17 – 00:09:39:07

Unknown

When I was thinking about who am I? And one of the big things I’m going to go online, I’m going to be me and I’m going to eat. And I know that people have to somewhat, you know, play me online. There’s an extent where not all the content is me, not all of this stuff being posted is me specifically, but that person is understand who I am, how I operate, and what I would want that to look like so that when stuff is being done, it can look like me or it can actually be me.

00:09:39:07 – 00:10:00:02

Unknown

And that was one of the bigger things. Now that I’m on Instagram, which I just literally logged in on my phone for the first time ever, literally this weekend. But it’s been out for years because I’ve had the office running it and doing things with it. But Tik Tok and Facebook, I’ve used more as a watcher and stuff and then again starting to comment and engage and again, a lady saw me on Tik Tok said, You’re a realtor that I could get.

00:10:00:02 – 00:10:15:11

Unknown

You know, you didn’t seem like you wanted to sell me anything. You wanted to give me information. So she reached out, called me and said, Hey, let’s set a meeting. And that’s in four months. So again, man, I did. This is at least a minimum of a year play of just like constant, constant, constant to see when and where it was going to go.

00:10:15:11 – 00:10:34:03

Unknown

Because if you just jump into anything for a minute, like if you it’s like it’s like they always say, you got to sow the seed, then you got to water the thing and then you got to reap. Right? And the reaping though, like in anything, whether that’s if you’re no matter what you’re doing in real estate no matter what Lee generation system, if you if you think you’re going to pick up the phone and dial 20 people in, you’re going to get a deal.

00:10:34:03 – 00:10:55:10

Unknown

The odds of that happening are low. But if you dial 200, the odds go way up. You know, 2000. I can guarantee you a certain amount. If you do 20,000, like again, it’s that constant repetitive consistency and two things are true. If you do 20,000 phone calls, you’re going to be pretty good at phone calls when you’re done, when you only do you know, ten, ten or 15 calls and say, I’m not any good at this.

00:10:55:10 – 00:11:10:17

Unknown

Yeah, you’re right. You’re absolutely right. You probably aren’t very good at it. And why? Because you just don’t have the experience. And so it’s social media. I’ve, I shoot a lot of content and a lot less time now than when I first started. And we we do a lot of different things where we’re expanding all of the social media stuff.

00:11:10:17 – 00:11:29:09

Unknown

And like I said, I’m across LinkedIn, Facebook, Instagram and Tik Tok right now. And then we have YouTube and YouTube’s running more of our long stuff. So the things he’s cutting up, then there’s the long formats and we’re doing some stuff there. And again, to be absolutely honest, I’m not 100% sure all the inner workings of this. That’s why for me it was a person for you.

00:11:29:09 – 00:11:44:09

Unknown

If you if you don’t have the money or the ability to invest, you can do a lot of this stuff for free. Or take some of these seminars like my buddy who does this for me actually teaches batch creation. And if you were wanting to save the money and not pay him, he would show you the tools he’s using, the stuff he’s doing to help you.

00:11:44:09 – 00:12:01:09

Unknown

You grow, right? So that’s a cool piece. That’s something that, of course, in my world, I needed to have somebody external to me do it, including posting my socials. Right? Which makes it like being on time every day. Like we post daily videos where if, if there isn’t a video out that day, then there’s a piece of content we’re ramping up.

00:12:01:09 – 00:12:14:05

Unknown

Like Gary Vee said, just you got to get in front of everybody. They’re they’re going to love ya or hate you, but you better just be in front of them. And so that’s been the premise is, Hey, you’re going to love me or hate me, but I’m going to be there in the amount of people that see me and say, I’ve seen you, I’ve seen you, I’ve seen you, I’ve seen you is insane.

00:12:14:07 – 00:12:37:00

Unknown

And you know, yeah, I’m thinking of selling my house. I’ll reach out. Right? And so again, a lot of it is just top of mind. Now, some of these people know me and would be referrals from my normal referral business, but the benefit and what I’m about to do and really leverage this is actually create like the casino model, which is, hey, give me some referrals, get rewards right, and start to build a reward based system within the social worlds and then at credit people through the social world, right?

00:12:37:00 – 00:12:55:23

Unknown

So not only do you get the credit of of, of some level of, you know, comp and compensation, you know, through awards or different types of things, and doing it within the realm of what you’re allowed to do within your business. But at the same time, it’s also going to be, hey, here’s blah, blah, blah, they were able to get us this and we were able to work with these amazing people and create this great opportunity.

00:12:55:23 – 00:13:23:00

Unknown

So there’s so many pieces we’re trying to say, very focused, as much as it sounds, rolling in place, but we’re going in launching different things at different times to be very, very what’s the right word like We’re really present, we’re omnipresent, we’re also being omni focused, which I would say like as we target different locations, we’re trying to target specific ideas about what’s going to work best on Facebook, what’s going to work best on IG, what’s going to work best on YouTube, and then grow from there.

00:13:23:00 – 00:13:45:13

Unknown

And the next launch we are doing will actually be a podcast. I was listening to one of your other previous podcasts and he was talking about it’s like when you set one up, you’ve got to do it consistently and just for the short form. Yeah, I learned to cut it all up. Yep, She said a lot. I’m going to impact us, you guys, because everything he says I agree with, but I’m going to unpack because I want you guys to walk away with this because first the question I have is how long have you been in real estate?

00:13:45:15 – 00:14:04:14

Unknown

16 years. Okay. And then so I like this. So you’ve been in real estate for 16 years and prior to you just having, let’s call it a fucking midlife crisis or whatever the hell, I’ll be 40 this year, so. Okay, well, there it is. And something happened where you’re just like, Look, I don’t give a shit. Is that fair?

00:14:04:16 – 00:14:32:13

Unknown

That’s what I don’t know what that was. If you feel like sharing, that’s fine. But when was that time frame compared to where we’re at today? So. So with the crash in our market, which happened in 2022, I was doing I had actually sort of not left real estate, but I was investing more prominently and I was I’m part of a real estate team and I insulated myself when my dad retired specifically because if I did decide to go more the investment side, then I could still make sure my clients, if I wasn’t available due to whatever, they would have proper, you know, protections within my team so that I could make sure that no

00:14:32:13 – 00:14:47:17

Unknown

matter who you know, whether that’s a referral hand off to one of the realtors on my team to make sure my clients are taking care because I have a lot of repeat and referral business. My dad’s been in bit was in business since 88, so we’ve got a long history. Okay, she got the part. But then what happens is the market completely, you know flips on its head up here.

00:14:47:17 – 00:15:08:20

Unknown

And so the issue is is in the investment world everything changed wasn’t great financial we had to reset my brain, try to reset my life and in doing so, literally mean my wife went away for a 15 year wedding anniversary. We went down to Cali for two weeks. We drove down to Mexico. We did a lot of fun things and while I was away though, the entire intention of being away was, okay, what am I going to do now?

00:15:09:00 – 00:15:24:14

Unknown

Right? What? What does it mean? You’re getting out of the business like, you know, not real estate. It was it was okay investment. Do I continue down the investment road as my primary or do I do real estate transactional as my primary or where where am I going to go next? How am I going to reengage my business?

00:15:24:14 – 00:15:40:09

Unknown

Because I’ve got to figure out how to how to really insulate and build something that I can. I can make sure that I don’t put myself where I am currently, right? Like it’s if I’m going to get out of this, I’m going to take all the learning and I’m not going to call it failure, even though it’s all a bunch of learn.

00:15:40:10 – 00:15:56:01

Unknown

You never you never, ever fail. As long as you walk away with the lesson. That’s it. And so with all the learning, I just tried to get really clear. And so it’s really funny is, is I just I just became me. And after that thing I went, okay, so I’ve been trying to be other things for other people.

00:15:56:01 – 00:16:12:11

Unknown

I’ve been like, as an investor, you’re working with different friends and JV partners and all these things and I was always trying to appease and not in any negative way, but I’m a people pleaser. I realize that about myself. It’s very evident. That is, unless you were to ask my wife to do that knowingly or unknowingly, like I know you probably for the most part.

00:16:12:11 – 00:16:28:07

Unknown

Yeah, I would say that’s I could see that with a lot of people. Just you guys are tracking like this is very typical. Like y what he’s walking you through Like you go 14 years of just doing the same way, same thing, and then it took the market from falling underneath it. You had to sit back and realize, right?

00:16:28:08 – 00:16:48:20

Unknown

Like, Fuck, what is this? What is this? Yeah. You’re starting to realize that your personal brand is recession proof is where I said I could see your eyes going up. All right, so this is awesome. So now. So you get kicked out. You get kicked in the pants. Yep. 20, 22 and nine. You’re like, shit. Okay, Now you’re like, Did you still wear suits?

00:16:48:20 – 00:17:08:06

Unknown

And like, did you put on like, or you just sort of like, was there different in the way in the. Because if you look on his page now, you guys and you guys could go, go look at it. Jordan Sylvester So I say Sylvester, I can Sylvester, Sylvester look him up on and you’ll see the content because it is it’s very just it’s very like, hey, what’s up?

00:17:08:11 – 00:17:28:13

Unknown

Like, it’s very just authentic, I guess, is the right word for it. When you go through his page, he’s not like super dressed up. He just started talking like you just chill. Yeah, I was always kind of chill. And and I started in a suit when I started working for my dad as his admin and then got licensed and solely moved away to, like, collared shirt and pants to what I am now and what it is.

00:17:28:13 – 00:17:42:15

Unknown

It’s t shirts. Yeah, flip flops and t shirts. But but again, what’s funny is realtors that knew me so pre-COVID, every realtor knew who I was, and I walked up to a door. Everyone recognized me because I was different. I didn’t look like most of the realtors, and most of them respect me because they all know my business.

00:17:42:15 – 00:18:03:14

Unknown

They know who I am. Like. And for me, if how I look and I get like, like I get the conversation, like there’s a certain, you know, thing where we’re a blue collar city down here with a photo, we’re normal. I don’t like normal out their word, but like the guys down here, I’d rather have a cottage and and a four wheeler than, you know, a massive single, you know, house here.

00:18:03:14 – 00:18:18:01

Unknown

They’re going to they’re going to spread their wealth around to create the best lifestyle versus work like you do in trying to live in a square box and hope to survive right here. It’s like own some property, have some fun, get up north, go down south, wherever it is, whatever it is you want to do to have a trailer, play some golf.

00:18:18:01 – 00:18:32:13

Unknown

Like that’s really our lifestyle here. And so for me, I’m a golfer. So realistically, I’m always prepared to golf. And the golf shoes in my bag are almost always in my truck. And as a realtor, I can work from the car. So unless somebody needs to see a physical home, I can write offers on the course. I can do a lot of things from the course.

00:18:32:13 – 00:18:44:24

Unknown

So I learned that I can. I can is as long as I’m, you know, everyone I’m golfing with knows like I might have to take the whole off, jump in the cart and just do some work. They get it, but I can go live my life. And so I learned to be really authentic with me and get happy.

00:18:45:05 – 00:19:02:07

Unknown

And the best way I can be for my clients is when I’m happy, right? And so once I became that and that’s like when I went away after I lost and I felt like a failure to my wife, to my family, to my business partners, to all these people after the crash, because I just I couldn’t respond fast enough or understand it fast enough in that moment.

00:19:02:07 – 00:19:16:08

Unknown

And like I said, because I’m a people pleaser, I made some decisions to like withstand some of it with some some partners when I would have made different choices if it was just up to me, which now I’ve already told all my partners, if we like, as we move forward and do things, I don’t play well with others.

00:19:16:08 – 00:19:30:14

Unknown

Meaning I love to listen, I love to understand your position, but I have to be an authority to make the choice. I can’t let somebody else in my world and this is who I am. There’s nothing wrong with who I am in this. It’s knowing that. Knowing that when I have to have a 5050 relationship, I’m in big trouble.

00:19:30:16 – 00:19:44:12

Unknown

Because what happens is I will defer to you. And yet I’m deferring to usually somebody who has less experience than I do. Not to state that if you do have more experience, it’s just if you’re working with me, I need to know that either I don’t get to make a choice at all, or I’m all of the choice.

00:19:44:12 – 00:19:58:04

Unknown

I can’t be in this weird, like 5050 spot in my in my life. And so, well, I was away with my wife and we were doing those things. I really got clear about who I was. And then I ran into my buddy who was like, Hey, let me do a deep dive on your business. He’s doing the social stuff.

00:19:58:04 – 00:20:10:22

Unknown

And again, at this point I’m like, All right, I want to I want to get myself out there. I want to do something. But what? And of course, I’m religious by nature. I believe in God. I believe that there is providence in the world and like, here’s this guy who this is this entire job. This is what he does.

00:20:10:22 – 00:20:24:11

Unknown

And he and I and I sold him his house two years ago. And I saw him on a golf course playing in a tournament just after we got back. And he was doing some video stuff there. And so then he said, hey, And he actually sent me a video like follow up in an email. So I followed up with him.

00:20:24:11 – 00:20:38:02

Unknown

And then like, you’re talking, this is June of this year to this August. And he’s like, How did you move so quick? Like, how did you go from where you were to where you are? I said, Because it wasn’t hard. I already knew what I wanted. I just didn’t know this is what I wanted. Like I didn’t see it.

00:20:38:02 – 00:20:54:11

Unknown

Like it’s like you go away and you try to make your plans and then nothing works out exactly as you think because you just don’t know what to expect, especially in this world. I figured I’d start, like, posting on Facebook, start doing some small things, and then I listened to Gary Vee. I’m watching and trying to learn from other people and understand, okay, so if you’re going to do this, what does that look like?

00:20:54:15 – 00:21:09:08

Unknown

If you’re really either I’m an all in or not personality, I mean, they’re going to do it or I’m not going to do it. I have to. What’s the point? WAY Yeah. And so I pushed all in with with the social world and I said, okay, so I can do billboards, I can do bus benches, I can do all the static, normal marketing and realtors always done.

00:21:09:14 – 00:21:26:00

Unknown

You can buy the ads in your local magazines, do all these things. That’s great. Or I can go online and I can get across all these platforms in my reach is not as local, but it is much broader. And that was sort of one of those really cool things that I like. Again, I’ve got six years under my belt.

00:21:26:00 – 00:21:41:21

Unknown

My dad was in the business a long time. I learned a lot from him, like the amount of knowledge that I have in all the different arenas. I’ve helped a ton of people do investments and do different things. So when you look at all of this, it was it was how do you get going? And like I said, so I went out and got somebody and then we just started creating content.

00:21:41:21 – 00:21:55:08

Unknown

The first time I ever released content was hilarious. There’s also a golf tournament that was later in August, and my buddy goes, Hey, I saw your your video. I’m like, You saw my what? What are you talking about? You actually. And then I think like, my God, I go, Hey, what the heck? He’s like, Yeah, I’m just testing the waters.

00:21:55:08 – 00:22:14:03

Unknown

I’m starting to warm up, you know, warm up, warm up right? So you got to like, you can’t just go from nothing to a million, right? So he said, Hey, let’s just get it rolling. And so he started to drop videos, drop videos, and then we’re just going to keep pumping and now we’re about to add money. So like money not only in the creation of all the content, but money in the sense of boosted posts and doing all that side of the house and then measuring.

00:22:14:03 – 00:22:30:11

Unknown

And the biggest thing I’m learning is have the ability to measure what you’re doing, test it for a bit and then hit, stop or go. And if it works well and then and then try something new. If you’re not finding the result, you’re looking for what the metrics say, because there’s a lot of people who do this don’t don’t try to like go out there and be the new you know what I mean?

00:22:30:11 – 00:22:45:11

Unknown

There’s there’s enough information on the Internet these days with big data that you can go and find out what is working and what isn’t working. I don’t think you have to go figure out this brand new thing because you’re going to only you don’t even need to buy a course anymore. Like it’s just, you know, you overthink it either.

00:22:45:11 – 00:23:05:16

Unknown

All you got to do is just like, like, what are you going to talk about? That’s I usually where people get stuck. I think it’s more people get I think they get stuck on just like, my God, people want to see me. I don’t want to be just like, how when we started a conversation, like, we don’t want to get on video, I want to do this the podcast right now, to be honest with you, you know, this is a good this is a fun conversation, but know, we’ve been doing this ten years, but we’re consistent.

00:23:05:16 – 00:23:25:12

Unknown

You have to keep on rolling because that attention is is is, is monetary. You guys that attention actually has value to it. Let me ask you a question on this. When you started creating a lot of content, what happened to your referral business? Yeah, again, it’s starting to rise, right? So one of the things that people like I mentioned earlier was it wasn’t just a few new people that are seeing me.

00:23:25:14 – 00:23:37:04

Unknown

It’s like, so even today, before we jumped in this call, another buddy dropped in Facebook and through it like I’ve never sold his house. He’s just a friend I know on Facebook who knows me and sees my content. He’s commenting and all of a sudden he’s now. So he says, Hey, I want to sell my house in this neighborhood.

00:23:37:04 – 00:23:55:22

Unknown

And all of a sudden he’s popping my name in like, And I’ll say this. It was just like, That’s such an interesting thing because it’s like, I know him. I coached with his kid, we did hockey together. But like, that’s you’re going back probably five or six years. He hasn’t seen you in that light before because you usually it’s usually like you guys are bro and out on the ice, hanging out, ready to go, blah, blah, blah.

00:23:55:22 – 00:24:13:08

Unknown

I’m like, I don’t think of you as even a golfer at that point. You mentioned your golfer, but you’re now your hockey dad, right? Or whatever. You’re playing rat hockey, whatever it is. You may even think of the golf thing. That’s how shortsighted people are when they don’t think about it. And we as human beings are like, no, this guy knows everything about me because of me, me, me, me, me, me.

00:24:13:10 – 00:24:30:13

Unknown

We think we’re more important than we actually really are. And that’s why we never do it, because we think everybody knows. And here’s the thing, guys. If like, look at your Facebook, like if you have let’s just say you have a thousand friends on Facebook, okay? I’m just going to assume 50% of them are local to your market.

00:24:30:15 – 00:24:47:21

Unknown

If you only did six sides last year, you’re a fucking ghost. If you only did 12 sides last year, you’re fucking ghost. If you went to 20 sides last year and you have 500 people on Facebook, know who the hell you are, you’re a fucking ghost. What do I mean by that? Well, the statistics are 10 to 15% of those 500 people are moving this year.

00:24:47:23 – 00:25:07:22

Unknown

But that’s the short sighted number. All 500 of them know someone they can refer you to. That’s a number I’m after. You have to become more marketable and more referable in order to attract more referrals. Right. It makes it’s common sense. You can’t do that without creating content. You can’t do that when you’re M.I.A. That’s why that’s what happens.

00:25:07:22 – 00:25:24:20

Unknown

It does. I bet you people, let me ask you this question. Do you remember any video you saw yesterday besides the NFL games, besides the championship games? All right. Do you remember anything else you saw on video yesterday on social media? Yeah, it was. Watch. It’s only because Tucker’s here up in Canada, and so he’s he’s he’s on his tour.

00:25:24:20 – 00:25:46:14

Unknown

So I listened to quite a bit of what he was talking about. So him. Yes. And then Ben SHAPIRO and one of the rappers dropped a pretty interesting see that there’s that pieces everywhere like that. That thing is everyone’s reviewing it like that. Have I’ve seen guys review different things a few times like we had what’s his name, who did that song like in August, I think it was, you know, and came out of nowhere and created those hits.

00:25:46:18 – 00:26:06:23

Unknown

But like, it’s interesting. So yeah, a lot of it does stick with me. And then and so I don’t remember, but 99.9% of them, they use like I scroll like anybody else. I spend an hour probably scrolling and then I try to jump into my stuff and like and follow and talk to anyone who wants to communicate. But when you when you’re doing those things and you’re seeing them, yeah, there’s a few videos that catch my attention, but a lot of it’s just funny.

00:26:06:23 – 00:26:22:24

Unknown

I like my comedy. For me, it’s always watching the wives and husbands things and all that type of stuff. So usually my feeds filled with so bad. How many When you’re walking around, you’re like in the grocery store, you might even have you might be out and haven’t seen someone a while. People are like, Hey, I see your videos, I see your videos.

00:26:22:24 – 00:26:38:04

Unknown

Is that what you see happening? Yeah, that’s the part that’s so insane is there’s people who, like I said, so like this guy Mark, who was just talking about who just did that referral thing. Like, I haven’t seen him. I haven’t seen him in person in a long time in his and a couple of other guys. But they’re all seeing me now and they know me.

00:26:38:09 – 00:26:59:12

Unknown

They’ve actually the cool part is these people have met me and know who I am and they they know enough about me and then they see me all over the place online. Now they’re starting to say, Hey, this guy, hey, this guy. And so that, like the other big one was now that I’ve got the socials going on, I’m going to my own database and saying, Hey, guys, like, like and follow my mom who’s working for me doing you guys, you guys are doing socials with this like events we’re going to.

00:26:59:12 – 00:27:20:01

Unknown

So the social pressure. Yeah. So we’re going to crush big social events. Part of it’s going to be that we’re going to probably do a launch with our highest referral. So basically we’re going to create, like I said earlier, it’s like a casino referral program where you kind of the more you play, the more you refer, the more you do, the more we’re going to repay and we’re going to and it’s going to be through those events which will then, of course, show up in cuts.

00:27:20:07 – 00:27:35:22

Unknown

And if again, we always get consent from people. But hey, if you can give us a blurb about why, like why are you here? So where we’re going to do those events at a clubhouse somewhere, we’ll either do a golf community or some kind of golf type thing. Well, we’ll probably head up a couple. One of them will be at the main office.

00:27:35:22 – 00:27:50:18

Unknown

It’s easy. We got a cool location once we hit Summertime. Probably might even just throw it here at my house, do the outdoor back party. You know, I got the pool, open it up for families and kids and just, hey, like do more of an open house style thing, try to be different and then though, but be consistent.

00:27:50:18 – 00:28:08:21

Unknown

So again, if we do it this year, do it next year, and then start to really show those value ads. And like I said, so we might do and then probably throw like a golf tournament or a charity like, yeah, something highly charitable, raising the line like there’s a lot of you’re doing it anyways. You might as well just might as well just start raising funds when you’re going out anyway.

00:28:08:22 – 00:28:22:18

Unknown

Can be out there Saturday myself. Throw a tournament. Yeah, well, hey, guys, we’re going to, we’re going to run this, we’re going to cover this. But if you can, because here’s the charitable side. As a team, we we’ve decided we’ll buy the golf. But for you guys, hey, grab your for some. Come on out. We if you can.

00:28:22:18 – 00:28:40:07

Unknown

Here’s the cost for meals and donations. Here’s what we’re trying to do and raise money for this time and build in the reciprocity piece because for me like we’re part of a smaller community just outside of Windsor in LaSalle, it’s about 30,000 people. And then again, so I can get, you know, leverage in there. And then you go to the city in the downtown cores and the people in need and it’s just like, how do you give back?

00:28:40:07 – 00:28:53:13

Unknown

How do you if you’re going to make money in this life, how do you turn around and give it back? And I get there’s a social think. If you watch some of my videos, you’ll see one of the things I hate is asking for business I would rather not like. For me, I want to help you. I don’t like selling you.

00:28:53:13 – 00:29:08:09

Unknown

I don’t want you to work with me because you whatever I want you to want to work with me because I can help you. I can support you. And that’s my message, not only in content, it’s also in my business. It’s also in the philanthropy that I’m looking to hopefully be able to do at a larger and larger scale.

00:29:08:11 – 00:29:35:01

Unknown

Not only just give back with time, but actually give back with money in meaningful ways to the city and communities around me. So again, there’s some really cool stuff that once you start to build a brand, you can leverage your brand into being able to then, you know, help people in your community. And whether that’s monetizing the brand, whether that’s using it as influence within the community so that you can then go to the city halls and places and get like cause actual change and be a voice of reason maybe in your community.

00:29:35:05 – 00:29:53:18

Unknown

Yeah. Again, once you one of the things that once you start to become a voice, it’s hard to silence you, especially across social when all you do is give. It’s not about hey get, get, get. It’s about give, give, give love people care for. So that is well said. If you guys are going to write anything down, write that down.

00:29:53:18 – 00:30:10:07

Unknown

Because I think when you’re my next question I’m going to ask you was like, how do you determine what you talk about on social? And this is the biggest point from people and you’re right, you have to take that mindset that he just said, at least for me, it’s how I it’s not about like, you know, because we know that we’re posting to make money.

00:30:10:11 – 00:30:26:06

Unknown

So it’s hard to think about like, how do I give when I’m really just trying to receive, right? But it’s really in mindset, you know, it is like that that becomes like your content strategy is it’s not like no one wants to get on a soapbox and sell real estate. Like that’s like the worst thing. Like, just like they’re just sold.

00:30:26:07 – 00:30:45:03

Unknown

I don’t cares. But there’s so many ways you can just no one’s going to remember what you’re talking about, first off, to the point where it’s like even if you said something really bad, you people to forget about a couple of weeks, like even like you could say the worst thing ever, but you do have to get. So how do you come up with your content?

00:30:45:03 – 00:31:02:00

Unknown

Cheri? What type of videos you’re creating, What do you what’s the subject matter for you personally? And like, I see some stuff you’re talking about real estate stuff, but not always. But like what’s you’re talking about real estate. But you’re doing it in a way that’s authentic and it’s not like it doesn’t feel salesy. So I’m looking at all your shit right here.

00:31:02:05 – 00:31:17:13

Unknown

So tell me about your tell me how you do it. Like what? That thing that some people struggle. Like what is the content? The benefit of the content is the guy who’s recording it. So one of the cool parts is just ask me questions like we we have a list of things we’re trying to go over. He has stuff he wants me to do because again, his job is to help promote, right?

00:31:17:13 – 00:31:32:13

Unknown

So we have a website, we’ve got stuff, we’re realtors, we’re trying to get our job done. Like, so there’s there is the hooks, there’s the come in doing that. The biggest thing I’ve learned, though, is is just give, give, giving people a recipe reciprocal. They’re going to want to give you something. So when you do these things, you start to ask for help.

00:31:32:13 – 00:31:43:07

Unknown

Just start to ask people. And here’s the thing. One of my my team leaders say, because like I said, it’s hard for me to ask for business even from out of the bar. I just want to talk to you, say, hey, what’s my answer? Well, let me do some little homework quick. Let me see if I can help you, blah, blah, blah.

00:31:43:07 – 00:31:55:23

Unknown

And if it turns into a transaction, awesome. If it’s better that you stay in your home and it’s not for you, Awesome. Like I’m the guy who is funny as this is. I’m not looking to sell your house. Like, if it’s the best thing for you and your family, it’s the best thing for your future to sell. Cool.

00:31:55:23 – 00:32:13:07

Unknown

But what if you can take that asset, reinvest with it, get yourself a piece of another piece of real estate to help grow your long term wealth. So you’re aiming at retirement when you’re 60, or then maybe 55, maybe 50, and then maybe 45. If you’re younger, like you might be able to pull retirement by like investing in something you can leverage like real estate.

00:32:13:09 – 00:32:31:22

Unknown

So a lot of what I want to do is just get in your world, understand your world, understand your risk tolerance, where you’re comfortable and what resources you do have to make your life better. And so for me, like one of them, like one of my team leaders told me and she’s like, So would it be better for them to work with a different realtor if they’re going to do this or work with you?

00:32:31:24 – 00:32:43:11

Unknown

And I’m like, Well, I believe work with me because I believe like, you know, we I got to have a little bit of, you know, whatever you want to call it in this business. But yeah, there’s not as many like, there’s a few out there. Them again. they’re amazing. I know them great guys. They’re going to do great girls.

00:32:43:11 – 00:33:00:16

Unknown

They’re going to do amazing things for you. But there’s some you’re like And so if if I’m if I’m being honest, I would put myself in the upper echelon of realtors in my local market. I just would as far as care and compassion and working in the best interest of the client. And when we do need to do these strategies, I’m one of the like my mind is gamified.

00:33:00:16 – 00:33:19:13

Unknown

I love the real estate game. I love when we have multiple offers and we’re putting people back against each other and working the strategies to get max dollar for your property and not only max out, but best offer meaning most likely to close, most able to take care of all the little intricacies. So for me, I back up not only what I say on socials, but I also am that guy when you meet me.

00:33:19:13 – 00:33:34:11

Unknown

If you were to sit down and just talk to me in real life, you’re going to meet the same guy that you see on the screen. I’m the same guy at the grocery store, same guy at the local pub, same guy on the golf course, same guy on vacation, like I just am who I am. And for some people that, you know, might be too much for other people, they love me.

00:33:34:11 – 00:33:48:14

Unknown

And that’s, you know, cool. Love me or hate me, I it’s really at the end of it, I’m only going to help the people who want me to. And the other ones are going to choose somebody else. And that’s perfectly okay. There’s enough out there that I don’t you know, I don’t need everyone to love me, even though that’s what I want, right?

00:33:48:14 – 00:34:06:09

Unknown

Everyone does. Everybody has to like, you know, you see the people who really do like you to want to work and be with you and create a network of people in your world that you know and trust and create an active referral partners with in your own, like activating your own referral brand. Right. Is all the people who’ve already done and transacted with you who love you and want to tell everyone about your business.

00:34:06:09 – 00:34:18:05

Unknown

You just don’t tell them to do it or you don’t give them a way to rate on social media. You have the simple way where these people can come right on. You can go on live, you can add them to live. They get to talk about their experiences. These are things I’m learning about. I’m still not even doing them myself.

00:34:18:05 – 00:34:32:04

Unknown

I’m just like, Man, that’s a cool thing. You can do client referrals with clients who will jump on, and most of my clients are a little bit crazy. So a little bit like me and might be a little bit like, I don’t know if I should. It’s like, Hey, I’m just going to ask you a question. Would you answer it on camera and then if you don’t like it, we’ll do it.

00:34:32:04 – 00:34:48:19

Unknown

We can do it off camera. It’d be pretty fun. I would buy like you could probably buy golf rounds. Would be a good way to do it for referrals. Like it’d be like there’s a lot of ways to do this. I want you guys to I’m going to end with this and I’m going to do some post I found on his page.

00:34:48:21 – 00:35:04:19

Unknown

And this this is what what do what he writes. So here’s how he writes. I can guarantee you one thing. What you see here is what you get. I’m not the old school realtor wearing a suit and tie hat, shirts, shorts, flip flops. Instead, I believe in being authentic, and that’s why all my content is exactly what you see when you meet me.

00:35:04:24 – 00:35:21:23

Unknown

So if you’re looking for a down to earth, real and authentic realtor, let’s chat. And he just tells it how it is. And you know, people appreciate that. And I’m sure there’s some like there there’s probably some some dude with a stick up his ass in Windsor right now. I was like, my God, that guy is so fucking unprofessional, you know?

00:35:21:23 – 00:35:38:12

Unknown

What do you care? Jordan No, I learned not to. That’s good that, guys, I’m going to tell you it. You said it earlier in this conversation. And the most important thing and it’s something I say to all the new agents all the time when they’re doing calls or doing different things. And I you have to remember, A, nobody knows what you’re supposed to do.

00:35:38:14 – 00:35:54:19

Unknown

Nobody knows. Nobody is out there going, you’re not repeating exactly how how this trainer said to do that. Right? Nobody knows what you’re supposed to say and to no one really cares about you. And I mean this in the most honest way. You care because you think people care what you have to say. And honestly, they don’t.

00:35:54:23 – 00:36:11:00

Unknown

What they do care about is feeling that you care about them. And I’ll say this if you can actually care about them, that will benefit you, because I think if you’re authentic, you’ll come across. But even if you have to train yourself to learn to do that, that’s the skill of real estate, in my opinion. We’re counselors more than we’re salesmen.

00:36:11:02 – 00:36:27:00

Unknown

We’re in people’s big time world, so be real and know that it’s okay for people to not like you. They’re not all going to and I don’t like it. I will be honest. It’s still not something I’ve fully digested, but it is something I do I sort of come to grips with, and that’s why I go live. I do those things.

00:36:27:00 – 00:36:43:14

Unknown

I’m just out there like people are like, your thing looks all shaky because, yeah, I’m running around with my with my hand holding the screen, walking. It’s like, yeah, I should buy one of those better things, all these knickknacks and things. But I’m just doing it with what I’ve got now and keep upgrading, right? Just start and just keep upgrading as you need to go.

00:36:43:16 – 00:37:03:15

Unknown

That’s all. Shaky. Yeah. Damn right, it’s shaky. Gold Ally. What are you fucking blind? It’s freezing out. It’s -30 degrees out here. That does better, though. I don’t mean like Jordy watched over one more time where they can find you. You can find me in Jordan Sylvester dot com. Or you can reach out across pretty much any of the platforms.

00:37:03:15 – 00:37:30:00

Unknown

LinkedIn, Tik-Tok, YouTube, Facebook and Instagram. You know, guys, if you do just want to reach out, you’re welcome to DM You’re welcome to call 5199600350. You’ll probably reach one of my assistants, but I’m not far behind. So if you have any questions or concerns or want to know what I’m up to and you want to you want to pick my brain or you want to get in contact with my guy that’s helping me do what I’m up to, I’m more than happy to share the secrets of what I’m doing and how I’m making it work in my world.

00:37:30:00 – 00:37:52:22

Unknown

So appreciate it, man. And yes, appreciate you guys. Listen, another episode, the Real Estate Marketing Do podcast. Don’t overthink this content creation stuff. You have to do it and you just have to get in the habit of it. And that’s really all it is. After you get going, you won’t stop. Rarely people do because it works, and if it didn’t work, people like me wouldn’t be sitting here talking, at least in the last 40 minutes, telling you about why it works and about how much we hate doing social media ourselves.

00:37:52:22 – 00:38:11:01

Unknown

But we do it because it creates money. Secondly, if you like what you heard here today, you got to check out our new software referral suite. That’s a referral S.W.A.T. suite. We give you all of the content to create on social each and every month, as well as direct mail to automate to your database. So stay on top of mine there as well as video emails and send them.

00:38:11:01 – 00:38:25:13

Unknown

We’ll give you the script a subject line, and we even tell you what to record the videos on. So don’t overthink this stuff from your database with content. Do it on social, do it on email and do it on direct mail. Normal people stop forgetting what it is you do and start referring you business instead. See you guys next week.

00:38:25:13 – 00:38:43:13

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 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.

00:38:43:18 – 00:39:08:19

Unknown

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.

Authenticity Wins All The Time (ft. Nick Woodard)

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If you are creating a brand, the most important thing you can be is authentic. Today we are talking to Nick Woodard about what it to means to be authentic and to reflect that in your business.

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Check Out Nick’s Website

Transcript:

What’s up? Ladies and gentlemen, welcome with our episode of the Real Estate Marketing Dude podcast. Folks, we’re going to chat about today is the only thing you should be focused on in 2024, because I was like, What are you going to do in markets?

00:04:04:08 – 00:04:21:19

Unknown

Strange thing. What new shiny objects coming out next? What kind of work? I buy more leads. Work? I do this. No, dude, just need to start being more of yourself. You you need to be authentic before you could ever start marketing or attract anybody online. If you have any bit of like fakeness or bullshit about yourself, you’re in turn people off.

00:04:21:19 – 00:04:41:24

Unknown

And today’s entire show is going to be dedicated towards one thing Authenticity. How do you become more authentic? Authentic? How do you become more authenticity? How do you become more authentic? So I think Nick here reached out to me maybe on Instagram, if I’m not mistaken, or maybe it’s Facebook, I forget which platform, but he’s been listed in the show for quite a while.

00:04:41:24 – 00:05:03:17

Unknown

Appreciate that. But you know what? He really massages like my ability to show for a while. And this guy’s been an agent for 20 years in a bar was six or seven years ago. He says he stopped he stopped being that perfect, perfect like Barbie doll and all type of an age it right? Like the stereotypical fucking person.

00:05:03:17 – 00:05:20:20

Unknown

Hello. I’m here for real. Say you write your name tag and everything, right? Perfect. Suit. Your socks are perfect. You’re driving the car. You might have rented it from a friend just for the day, just to do showings. Right. But you put on that front. We’ve all been there and he stopped caring. He just said, Fuck it. I’m going to go out and be myself.

00:05:20:21 – 00:05:35:09

Unknown

And we’re going to hear story today. We have have not dug into this or you to hear it live with me here. We haven’t practice this or anything like that. And he said, Mike, once I stopped giving a shit, I started business, took off, I started being myself. So the first thing I do is I go to his website.

00:05:35:09 – 00:05:55:18

Unknown

I want you guys, if you guys are online, go visit his website and keep him in mind for your referrals because you’ll be in good hands. But without further ado, we want to go ahead and introduce Mr. Nick Woodard from Middle Tennessee. What’s up, Nick Paton And dude, good to be on here. I’m a friend. Yeah, forever. Thanks for coming on.

00:05:55:20 – 00:06:10:06

Unknown

Do people want to hear your the story? I like I love these shows because you take something and you actually run with it. And I want to just hear the whole story is like from start to finish. I think people are going to get a lot out of it and you guys have to learn how to connect with people online.

00:06:10:06 – 00:06:29:02

Unknown

And it’s just like you connect with your neighbor, you connect with people at church, restaurant bars, whatever you do, I don’t care. The same way you connect with people one on one face to face and same way you connect with them online. But it’s very difficult to do that when you’re really not in your own true skin. And my first question I have for Nick is, Nick, how long were you in real estate?

00:06:29:04 – 00:06:51:02

Unknown

All you time. Overall, I’ve been in it for 20 years. It’s now growing here just south of Nashville, Middle Tennessee. And I went to high school here, went to went to college at MTSU, and then got into real estate because it was kind of a family thing. And that’s that’s what I was going to do until I figured out what I wanted to do.

00:06:51:04 – 00:07:07:20

Unknown

And here we are 20 years later. Yeah. So sort of a similar story, like, I actually took this, I need to graduate college. And I was like, in last three hour elective. Our teachers, like, you can make a lot of money in real estate. And I’m like, sweet guys. That’s what I’ll do. Now, the first half of your career because you made the switch, right?

00:07:07:20 – 00:07:24:20

Unknown

I’m going to I’m going to explain if you guys were just listing visually what the switch means. So if you go on to Nick’s website, Nick Twitter.com, first thing I see is a pair of boots and like a baseball type cap and it’s a615. He’s actually wearing a six foot five hat right now. I’m guessing six one fives is area code, right?

00:07:24:21 – 00:07:44:24

Unknown

So but he’s he built a brand. Every single person has one thing right off the bat. When I landed on your website, I already saw 615 and I already had a different impression, a different connection with you than anybody else. And because when a consumer logs on typically real estate agents website, what do you expect to see like Nick, what do you expect to see if you log on to a real estate agent site?

00:07:45:00 – 00:08:08:21

Unknown

Be honest, there’s no holding back here. Yeah, I mean, you know, you get the stereotypical Sunset Strip stuff and, you know, flashy cars and, you know, fancy houses and suits and, you know, everybody playing the game, trying to be, you know, just uber professional, which, you know, I’m still very professional. I just I do it in jeans, boots and a hat.

00:08:08:23 – 00:08:29:03

Unknown

And it’s just when you become authentically you, the game changes. Yeah. And you put your beliefs if you guys been listening to showing and I appreciate this he doesn’t he’s not scared to claim the only name that means anything Jesus Christ, Lord and Savior. But he puts it on his site, not like something like that. People don’t want to, like all the time.

00:08:29:03 – 00:08:44:09

Unknown

Should I talk about religion? Should I talk about politics? Should I do this? I do that? And the right answer is, Well, do you do that when no one’s watching? And if the answer is yes, then the answer is yes. You should be doing that on your site. Why do what? Hold you back so long? And we just, like, stuck like, No.

00:08:44:09 – 00:09:09:09

Unknown

Well, I wasn’t growing at the pace I wanted to grow. And to be honest with you, it was mainly the the online presence change. You know, the game’s changed. You have to create content like you preach all the time. You have to brand yourself. You have to do those things that are different now compared to 15, 20 years ago.

00:09:09:14 – 00:09:34:12

Unknown

Yeah. And so when I started picking up on doing these additional, you know, new things, that’s when I was like, you know what? It’d be a heck of a lot easier if I just take video of me being me. And, you know, that’s kind of what started it all. You know, a lot of my videos are now, of course, you know, local updates and tours of homes and all that fun stuff.

00:09:34:12 – 00:09:58:05

Unknown

But, you know, I put in videos of I’ve got a 60 acre farm South of town here, and I’ll go down there and shoot guns and fish and hide. And I’m an outdoorsman. And, you know, you put you put you being you. And people will gravitate to that, like you say all the time. You attract your tribe and his Instagram and on his Instagram page, he it’s awesome.

00:09:58:05 – 00:10:15:23

Unknown

Like he penned and I could just like, I’m just I’m on your Instagram right now on my phone. And the second pinned video he has there’s him shooting was like Buccaneer 5040s and it looks like some kind of machine gun. But yeah, you’re right, because people probably say that to you. Like, here’s a question just from your Instagram handle.

00:10:16:02 – 00:10:36:09

Unknown

I’m sure you does this generate your business? Instagram More business comes from Instagram than anything else. Now, how many people, when they reach out to you, mention something about the gun almost every single one of them. And most of my clients, you know. But wait, it’s wait. I thought we’re living in like a woke America where guns aren’t cool.

00:10:36:09 – 00:11:01:16

Unknown

And if you have a gun, like, you’re like, bad news, man. You know, man, it’s kind of one of those things that, you know, I want people to know me before they meet me. So, you know, I’m a devout Christian and unemployed, unapologetically conservative. I’m an outdoorsman, a dad. And I want you to know that on the front in I’m not for everybody.

00:11:01:22 – 00:11:22:05

Unknown

And you know what? I’ve I’ve brought in more people that want to work with me because of showing who I really am. I would agree with that. I’ve seen I’ve done it like I’ve it was similar like when I did the do think so first real estate market to Chicago real estate dude then in turn in the real estate marketing dude.

00:11:22:05 – 00:11:42:23

Unknown

But it was a brand right It’s a brand guys is the 615 thing I pretty sure I don’t know this either, but do people ever call you like the 615 agent or the 615? God, you get that a lot. I don’t. I don’t get the names, but I do. Walking around town, I have people come up and introduce themselves, the agent with the hat, and they they put it together.

00:11:43:03 – 00:12:05:02

Unknown

your Nick. We watch your content and, you know, good job. And you’re like, Watch that, bro. Like, you actually watch that video, right? Floored me the first time that happened. It just, you know, so there’s eyeballs on you. You don’t know. And if you stay consistent with it, you, you know, you can really build something. What how long did it take you to like?

00:12:05:02 – 00:12:23:19

Unknown

Because when you start creating content, it isn’t like we make it sound easy. Like I make it sound easy. Guys, it’s not all right because I do this every day. But of course it’s going to be easy for me. But if you haven’t done this before, throwing yourself out there for many people. Scary. You know, I just got done shooting a video with a guy yesterday.

00:12:23:19 – 00:12:43:12

Unknown

This guy makes, like millions of dollars a year. He’s the most confident attorney I’ve seen in a long time. But when he gets on camera, like is he buckles at the knees and so many people get stuck like like who cares what other people think about you, right, Right, Right. Does everyone is everyone who comes your way like you realize that?

00:12:43:12 – 00:13:12:09

Unknown

Like you feel like you’re there, like your brother from another mother, sister from other business. You feel like, okay, I just get along with these people, you know, I feel completely connected with most people before they even get here, because I know most people, you know, we try to impress everybody and be everything for everybody. But in all reality, you’re when you become you and show who you really are, you attract like minded people.

00:13:12:11 – 00:13:43:03

Unknown

And so there’s a there’s an automatic connection before we even jump in the car. Where else are you, Tommy? Talk to me about your marketing, how you stay in front of people. First off, are you doing anything cold? Like buying leads? Anything cold at all? Like, anything for buying any type of advertising like that? No, I’ve actually, you know, not to, not to steal your stuff, but you know, I’ve been listening to you forever, and so I do, you know, snail mail.

00:13:43:06 – 00:14:21:15

Unknown

I do the video emails, I do Instagram, I do just a whole wide, wide range of stuff. How big is your email list right now? It’s not huge. Probably 800, 900 everyday. And these are relationships, correct? These are all people that I know somehow, someway. Not. Not. Wow. All right. Let’s break the math down on this. This is great 800 relationship and you’re using video email.

00:14:21:17 – 00:14:42:06

Unknown

What’s your. Let’s do that. So let’s I’m going to show you guys why this works mathematically right now. Let’s dig deep on this. So you have 800 people open your emails. What is your open rate on those video emails and how often are you sending them out? I send them out probably every 2 to 3 weeks. Open rate is just south of 50%.

00:14:42:08 – 00:15:02:20

Unknown

shit. Okay, so here’s what this means, you guys in mathematical ways, because this this is what a traction is. I’m going to define it right here. Good job, dude. First off, congratulations on the 800 email is Will relationships mine at my peak was 400 half of that an average I only see. It’s okay if you start out with 50 relationships because you didn’t get this overnight.

00:15:02:20 – 00:15:17:22

Unknown

Right? And everyone says, I don’t have an email list, but everyone has a wedding list. So much. So how do you have a wedding list? But you don’t have an email list because you’re waiting List is your email list. If you know like entrust them, you’re farming them in any which way you can. Video emails the best email strategy ever.

00:15:17:24 – 00:15:41:16

Unknown

I haven’t see anything work better. I’m averaging 40%. You’re averaging to 50%. It’s because you have a much better relationship with them. What? What are you sending them on? Video email. First, take it. You’re getting a 50% open rate. What is that type of content? You’re really it’s it’s more engaging stuff like, you know, I, I moved to Brentwood, Tennessee just happened that school when I was seven years old, 1988.

00:15:41:18 – 00:16:15:10

Unknown

So I do a lot of you know, this is what I saw growing up. Basically, the William, you know, is a county. I specialize in this like Brentwood. FRANKLIN No one’s little Thompson Station, just just south of Nashville. So I like to tell stories of of the way it was. You know, I live right outside of an area called Cool Springs, which is, you know, a thriving you know, it’s got mixed use homes, commercial, all that stuff.

00:16:15:11 – 00:16:36:23

Unknown

And I like to tell stories about when I was in middle school, we couldn’t get pizza delivered so far out in the country. People people engage with stuff like that. The key sad is stories. Guys like it. Pay attention to this like he’s he’s hitting on the head stories because if you make statements it’s harder people know the difference like stories versus statements is a big thing.

00:16:37:00 – 00:16:57:06

Unknown

You make statements, you’re telling someone something and no one likes to be told anything. Correct. But when you tell stories, you’re like, I can I can relate to that. Now, whether you know it or not, you were one of the ones that taught me that be good at telling a story, be a good storyteller. I’m doing the math on this video emails.

00:16:57:06 – 00:17:17:09

Unknown

Here you go. So let’s look at the map. So 800 people open them at 50%. Open. Right? That’s 400 people seen him. Looks like you’re about one and a half times a month on email. This doesn’t count social media or anything he’s doing. If direct mail, branding, whatever else he’s doing, he’s just when someone takes acknowledgment of your existence, you’re basically having a conversation.

00:17:17:09 – 00:17:37:03

Unknown

That’s what I love about video email because they don’t want to talk back to you. You just need to have that face time. Right? But here’s the math, though. So 400 people a month are opening your emails and you’re touching them about 18 times a year. So out of those 400 people a month, these are just the opens, 10 to 15% of them are moving.

00:17:37:03 – 00:18:04:09

Unknown

So you got about 40 to, what, 50 different people just they’re moving. And then out of all 400 of these people, all of them know someone who’s moving, especially to Tennessee. Most of them are coming from Chicago. I probably know like ten people moving to Tennessee right now. But dude, so on emails, how many people respond to your emails because no one responds to it?

00:18:04:09 – 00:18:26:21

Unknown

Turn back the clock. Email No. One response to a just listed email. Guys. How many people? To be honest, it’s a little bit hard to figure out what the return is because it’s just a consistent. Then you just do it over and over and over. And then I add, you know, a lot of snail mail to it, and it’s not boring either.

00:18:26:21 – 00:18:51:22

Unknown

Usually it’s a handwritten note, you know, I’ve got a database of probably 200, 300 people that are my close group that are also on that list. You direct mailing them. Yeah. And it’s usually know a lot of times I’ll sit down with a stack of thank you cards, put a $5 Starbucks gift card in there and just say, Hey, thinking about you, please remember me.

00:18:51:22 – 00:19:15:20

Unknown

If you know anybody that how many people do you send that to you that go to the 200? Yeah, they probably go back to I love it And it’s a legal bribe. You guys like 200 people. It is. It’s a legal bribe. All right. It’s 200 to 300 people. That’s that’s going to cost you 1000 to 1. That’s going to cost you 1200 dollars.

00:19:15:20 – 00:19:43:16

Unknown

You’re going to spend 1200 Oscar database. All you need to know on deal. And you what? Go in there and buy all those gift cards at 8:00 in the morning at Starbucks. They love that. That’s fun it when everybody’s waiting behind you as they scan in a hundred. Get those now he saw some the second ago and if you guys caught it but it’s very hard to track like the emails you know they’re getting open right And you don’t know where people will come from.

00:19:43:19 – 00:20:00:08

Unknown

It’s tough. Like you’re like, where do you see me? Unless you get you probably ask once in a while, but probably not every time. But it’s like, yeah, you got to ask the same from now. The beauty about this is I’m going to guess at all out of the people that are on his direct mail list, 200 or 300 people.

00:20:00:10 – 00:20:19:17

Unknown

And when you’re direct mailing people, 100% of people have to engage with you unless they live at the wrong address. So if they throw the piece away, it doesn’t matter. It doesn’t matter what you direct mail and it just matters a direct mail him something because it’s the only physical touch, right? His email is a virtual touch. And I’m guessing all the people on the direct mail address, they’re on your email list, too, I’m assuming.

00:20:19:19 – 00:20:44:21

Unknown

Right. And they’re probably also friends with you on social media. Yeah. And I’ve actually gone you know, one thing that I started doing not too long ago is take all my contacts, find them on social media and engage with them on social media to try to trip, you know, trip that the algorithm to pull my stuff up in their feed and vice versa.

00:20:44:23 – 00:21:03:16

Unknown

Have you tried to boost your Facebook from your personal profile yet, just to your friends? No, I actually no, not to. A lot of people haven’t done it. Yeah, do it. Try it. I’m curious to know what will happen and if you guys are listening, you could do this with a brand account. You could actually you don’t see a business page anymore.

00:21:03:16 – 00:21:20:11

Unknown

In other words, because what the hell is the point of a business page to run ads unless you’re running like advanced ads? But if you’re just trying to market your database, I would just pick the one or two best performing posts each month and I would put ten bucks behind them. Right. Because you’re going to reach way more of those people just to pay to reach them.

00:21:20:11 – 00:21:46:01

Unknown

And it’s still worth it. Now, the only problem I’ve ever really had with with boosting in ads and everything is the, you know, the the firewall for the, you know, you can’t really target exactly who you want to target. Are your friends. Yeah. Good call to all I want to target cause now I got duties to their land and sea approach to same it just you don’t need a large like audience here.

00:21:46:01 – 00:22:11:06

Unknown

We’re not talking about tens of thousands of people but you don’t need. I mean, the average analyst does like 6 hours a year, dude. Like, I don’t know what the average sales price is by you, but statistically and mathematically, like, you’re you’re crushing it. Do it. I’m I’m very blessed. But modest guy I’m average you know between 15 and 20 million a year probably but that’s fantastic for that market.

00:22:11:06 – 00:22:43:12

Unknown

What’s the average salesperson? You know average 20 to 30 sides. So yeah, the math, it’s changed drastically in the past ten years. But at that wonderful man, I love it. I love it. Tell me about so you guys, you heard his frequency. I just want to make sure everyone gets that. He’s direct mailing people, he’s emailing people, and he’s constantly engaging on social media, airline and see get to do everything.

00:22:43:14 – 00:23:05:03

Unknown

What do you see best? Are you anything on Facebook or are you strictly IG and you do tick tock? Are you doing anything else on social? I do some Facebook, of course. That’s, you know, mainly I kind of, you know, cross them, take my Instagram stuff and put it on Facebook. You know, I think those are probably two of the platforms you can get away with that.

00:23:05:05 – 00:23:35:15

Unknown

Very similar. Yeah, you know, I do a little more personal on Facebook and, you know, I don’t do as much with my kids and stuff on Instagram because of Facebook, just for somewhat privacy reasons that I have in terms of like what what’s working best in terms of getting engagement on social feed, Like what type of content is performing the best short form video of So what’s the length of time, what’s the subject matter?

00:23:35:15 – 00:24:16:14

Unknown

And all the above real are doing really well. I do a lot of, you know, showing showing the area, showing, you know, new construction neighborhoods, showing the lifestyle. It’s all about selling the live. So there’s a lot of people moving to the Nashville area from, you know, California, Chicago, that type thing. And a lot of them are coming for, you know, political reasons or financial reasons or, you know, if you showcase that, hey, look, Tennessee, come on, now we shoot guns and fish and it’s it’s a great ad on your brother.

00:24:16:19 – 00:24:46:21

Unknown

Yeah yeah. I the the post you were talking about on on my IG that shows me shooting guns It’s a whole just snapshots of me out in the outdoors and doing that type. I can pinpoint exactly three new clients I’ve picked up because of that video. Yeah. About now on the flip side of that, first, you may have turned some off too, but guess what?

00:24:46:21 – 00:25:12:02

Unknown

You wouldn’t want to work with them anyways. You’re absolutely right that, you know, that’s kind of the the risk reward that you have to take. And I was very concerned with that on the front end. But then when you start seeing the results and not only the results, but you’re attracting people that you enjoy working with. Yeah. You know, we don’t agree on everything and that’s fine.

00:25:12:02 – 00:25:38:11

Unknown

I don’t expect to agree on everything. It’s my job to to take care of these people and serve them well no matter what they believe. That’s different than me. However, when you do click with somebody that that’s similar to you, it makes everything so much easier and more fun. Yeah, I agree. I agree. What else would you tell someone?

00:25:38:11 – 00:25:59:09

Unknown

Because I think here’s a big problem is that people I think everyone wants to do what you’re saying. You know, like it just makes sense. But I think people it is, you know, like I said it, guys, this is an easy you have to commit to it, but you got to make the time to do it right. And then you know how life gets better.

00:25:59:14 – 00:26:19:23

Unknown

Have kids like that happens right then. Then you fall off track and like, gosh, it I’ll get an accident tomorrow. And then I go, I go there. How long did it take you to start getting those results to keep you motivated? Well, you know, basically, first and foremost, find you a couple people in your given market that are successful.

00:26:20:00 – 00:26:51:09

Unknown

Follow them on IG and see what they’re doing. You know, whether you’re in Chicago or you’re, you know, Phenix, wherever you are, find those those people that are producing, get on their pages, see what they’re doing. You know, a lot of times I even save, you know, if there’s something that looks great, I’ll save it. And then when I have some time, I’ll go create a whole bunch of content, stick it in the hopper, and then leak it out as I go instead of going, my God, what do I got to do today?

00:26:51:11 – 00:27:14:21

Unknown

And feeling that anxiety of having to get something, or I’ve got 40 or 50 pieces of content a little way that I can throw out there, you know, and like you say all the time, take something that’s long form, break it up in a short form and leak it out there in bits and pieces, because consistency is more important than having something that’s incredibly great.

00:27:14:23 – 00:27:26:14

Unknown

You don’t have to like you don’t have to post at the time you’re getting the content either, right? Like you don’t have to. Like that’s what I think a lot of you. shit, I don’t want you to because I’m supposed to write. no, you could just like you could build a library stuff in your phone and hold on to it.

00:27:26:16 – 00:27:55:09

Unknown

And then, you know, when you’re sitting in your bed at night and do it when you make all your posts, how are you doing it? I guess in dead time, you know that real I was that we were talking about on on this pandemic profile. Those are some snips of video over the course of probably two years. Yeah they’re just I had in my phone and then one day sitting around, you know, got a glass of bourbon and you go, you know, all right, let’s put some reels together.

00:27:55:11 – 00:28:18:24

Unknown

You come up with some ideas, put them together, save them in your drafts and Instagram, and when you want to stick them out there, stick them out there. Are you following a certain schedule? Not really a problem started. Yeah. Yeah. Just sort of roll with it. Yeah. I think it’s a I think that that helps people a lot if they just like you got to just like cause you don’t know I need to do a better job.

00:28:18:24 – 00:28:36:18

Unknown

That actually started doing a lot of that. It took like a year off content. I was pivoting this year and now like back in the content creation mode. So I got all these ideas and shit everywhere, like in my phone, but what it comes down to is you have to get the stuff right, you got to get the content and you got to tell me the difference, though.

00:28:36:18 – 00:29:03:01

Unknown

And here’s an important point about the content you’re creating, whether it’s a tour or whether it’s a picture you in it, whether it’s a picture or video versus you not in it, what’s the difference? I’m in some of mine I’m not in and others, you know, I do some voiceovers as well. I will say one thing that I think is important is to get yourself a logo, you know, get something.

00:29:03:01 – 00:29:25:23

Unknown

If you look at all my stuff, my logo pretty much pops up on everything. You know, Of course, they use the 615 just to kind of, you know, it’s catchy. It grabs the eye and it ties and ties it back to me. But I think it’s it’s a mixed bag of of a lot of different things. As long as it’s consistent and it’s well done.

00:29:26:00 – 00:29:48:12

Unknown

Does not have to be perfect, just has to be consistent. It has to show your your your true self, be authentic and show the mistakes as well. I had I’ve had a lot of engagement from you know, I like to tell stories of things that I totally screwed up. Yeah. Vulnerable. Totally. And you own it if you own it.

00:29:48:12 – 00:30:09:10

Unknown

People are forgiving. Yeah, I’ve bought a couple refrigerators before, but yeah, but the people are scared and when they make a mistake. But it’s honestly the most human thing you could do at any my volunteer poster, I was my most engaged. And I think a matter of fact, I think I made a vulnerable post on Instagram. I think that’s when you probably reached out to me, if I’m not mistaken.

00:30:09:12 – 00:30:24:14

Unknown

What was one was that I think it was something about I was telling a story about a hard time I went through or something, and I think that that might have been the post you actually reached out on. Now we’re on the show together, but that’s like a perfect example of like what we’re talking about here. I forgot about that.

00:30:24:16 – 00:30:44:06

Unknown

But yeah, that’s what we’re talking about, me and my stuff. If it was boring, same old stuff. You’re different. That’s why. That’s why you stick out. So this is awesome, dude. You guys don’t overthink this process. Nick’s nailing it like you just got to stay from the people, you know, in your way. You don’t have to tell them you’re in real estate.

00:30:44:06 – 00:31:00:21

Unknown

You got to remind them, like, he’s really just a tour guide. Like you’re talking about the community because like anything you show in the community reminds everyone you in real say otherwise. Like, why are you doing the students? You have no life. You’re doing it for business, but you’re not doing it in a sleazy way. You’re doing it in a value added way, and that’s why people are responding to it.

00:31:00:23 – 00:31:27:21

Unknown

Good job, man. Well done. Appreciate it. Any final tips you want to give to anyone who’s thinking about building a brand, creating content and doing what you’re doing in the 615 just do it. Stop being scared. That’s what a social media is. Nobody’s perfect as long as you do it consistently and authentically, you will see results, I promise you.

00:31:27:23 – 00:31:51:15

Unknown

Like you say all the time, stop being afraid of that little six inch device You have just, you know, use the technology we got though, yourself out there and you will benefit from it. I approve this message and we approve you listening to another episode of the Real Estate Marketing Do podcast. Folks, we appreciate it, if you like.

00:31:51:15 – 00:32:06:14

Unknown

We saw today. I mean, Nick, I want to talk about you becoming our spokesperson or something for referral suite because that is exactly what referral suite is for. Also, he gives you the direct mail to automate your database to video email content to send to your database, and the video email system itself and its social media monthly schedule.

00:32:06:15 – 00:32:26:12

Unknown

So you have to worry about what to say. You have to sort of re do it your way, visit it, and we’ll be ready to launch that thing in the next month or so. So I appreciate you guys check that out. Referral Suite W, S.W.A.T. Referral Suite dot com and hope you become a member. Appreciate guys listen to their episode dude.

00:32:26:12 – 00:32:41:12

Unknown

Appreciate you, man. That was awesome. Thank you brother. That was cool. And I want keep being unapologetically you. That’s the way it is and it’s the way the future and you, the listener. You should not be scared. Go for it. See you guys next week. But.

00:32:41:12 – 00:32:59:12

Unknown

00:32:59:17 – 00:33:24:18

Unknown

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.

You Don’t Have Systems, You Don’t Have a Business (ft. Caroline Hobbs)

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If you’re running a business then you need a system in place. You probably need a dozen systems in place. Technology is making it easier than ever, and today we are looking at how your systems can serve your business.

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Transcript:

What’s up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, we have quite the reward for you today. No pun intended, Caroline, but what we’re going to be chat about, folks, you guys are all running around and your heads cut off. This is the time that you have to go back and like, run your business like a business.

00:03:34:13 – 00:03:54:07

Unknown

No business exists without systems in place. If you don’t have systems in place, you’re not running a business. You’re just another salesperson with their fucking head cut off and you’re running around making sense of nothing. Folks, if you want to right now is the time that while the market sort of changed and revamped, this is when you actually focus on those systems.

00:03:54:07 – 00:04:10:07

Unknown

But everyone always asks me, Mike, what’s a system? What’s a system? What’s a system? A system is something you repeat in your business with each and every client, each and every month, just like McDonald’s makes their burgers. The reason why they taste the same no matter what fucking McDonald’s you go to is because they have a system to how they make their food.

00:04:10:11 – 00:04:28:11

Unknown

That’s what defines their business. Unfortunately, real estate agents don’t have enough systems in their business and that’s why the service doesn’t stick with anyone. And while 90% of the people forget what you do for a living, because when you’re working with them, there’s nothing you’re doing to make them say, Wow, that person is a shit. So what we’re going to do is bring on the coaching, the systems.

00:04:28:11 – 00:04:44:21

Unknown

I just met her a couple of minutes ago. She’s pretty damn impressive. She’s got like a system for everything. And I told her, I don’t want to know any more. I just want a hit record and I want you to tell us the systems that you implement with your agents in your office that has them all so productive.

00:04:44:23 – 00:05:04:11

Unknown

What is it you’re doing? Because while everyone else is sort of floundering in the water and treading water right now, you’re crushing it. And it’s not because of like you got lucky, it’s because you got your shit together and you have systems and people are returning to those systems despite market conditions. So I think I’m to call the show something about systems.

00:05:04:11 – 00:05:20:14

Unknown

But without further ado, let’s go ahead and introduce our guest, Miss Caroline Hobbs. How are you, Caroline? Great, great. Thanks for having me. Well, so listen, there’s a little bit who you are. Where are you from and what the hell are we going to talk about today? Yeah. So my name is Caroline Hobbs. I am here in Silicon Valley.

00:05:20:14 – 00:05:50:09

Unknown

San Jose, California, and I’ve been selling homes for about 15 years now. And I started Word Realty on April will be 11 years. So we’ve got someone Giovani, we’ve learned a lot. And all this time and I’ve really learned about all the benefits of technology and leveraging systems to automate tasks so that you can provide a highly higher level of customer experience for each and every single one of your clients.

00:05:50:11 – 00:06:08:21

Unknown

Thank you. No one talks about the experience for customers at all. Like, you got it. Nobody talks about it. Like if people aren’t saying wow about working with you, like you don’t have a business, you guys and you won’t have a business. So I want to start to beginning with you. You have a brokerage. How many do you run your brokerage like a team, or do you guys run it like a brokerage?

00:06:08:21 – 00:06:28:02

Unknown

And is everyone sort of on the same system that’s within your office? And most people within the brokerage are on my team. I do have some individual agents. But that being said, we do kind of run it as more of a team. And, you know, my whole goal in starting the brokerage was to create something that was really agent friendly.

00:06:28:02 – 00:07:00:12

Unknown

I felt like a lot of the large corporate brokerages didn’t really offer opportunity to lean into your own, like individual superpowers and create a lot of self-expression or, you know, differentiate your business from other people. They want you to be the company person and just copy, paste, repeat, copy, paste, repeat with every single one of their agents. And the fact of the matter is, is relationship is a really a real estate is a relationship business.

00:07:00:14 – 00:07:30:13

Unknown

So if you are not in the business of making friends and meeting people and being able to communicate with people, then you’re in the wrong field. Agreed. So let’s get into the systems because I don’t think anyone has them. Let’s start with just in general, like for individual agents out there. I have a question for you first shoot, How many times have you built systems and torn down again?

00:07:30:15 – 00:07:47:17

Unknown

Well, every day. I mean, that’s basically what I always do. I always just perfect the system. It’s never done. It’s always fucking working. I’m literally building three or four different systems right now for our video clients so that they can have a better client experience. It never stops. The day you stop as the day you get beat by your competitor is what I believe.

00:07:47:17 – 00:08:14:09

Unknown

So I don’t think you can’t stop. I 100% agree. There’s always new technologies. There’s always new things out there that can help improve your current workflow. So I think that that’s one of the areas that a lot of people struggle with is they think, okay, I’m going to spend January focusing on building my systems for the year and then and then the rest of the year, they don’t pay attention to what they’re doing.

00:08:14:11 – 00:08:40:18

Unknown

They don’t even think twice about what their systems are. And to me, that’s kind of how you get left behind. That’s the first step of needing to burn things down again is when you become complacent in an area. And so for me and my team and with all of my agents, one of the things I tell them is if you’re doing anything twice, if you’re putting the information into the database more than twice, you’re being inefficient.

00:08:40:20 – 00:09:08:16

Unknown

And so let’s figure out how we kind of Roto-Rooter it, so to speak, to create a more automated process because we’re all human and we all have lives. We are working because we enjoy the field that we’re in. And this is where we have found some passion to spend a lot of our time and build our careers. But we’re not doing this for fun.

00:09:08:18 – 00:09:51:19

Unknown

And, you know, we are all business people. And I think that with real estate, because of the social side of it, people forget that. And so, for example, you know, making sure that each and every experience from the time that the lead comes into your database to the language that you’re using to reach out to them, whether it’s a video, a text message, just a plain email with with script, each and every route that you like, each method of communication is going to leave a different taste in the Perkins mouth and really, what you’re doing when you’re communicating with new leads as they come in is you’re introducing yourself.

00:09:51:21 – 00:10:15:13

Unknown

So that’s where we start is when you’re looking at building systems. You want to start with your action plans and your action items from the time that it comes into your database, defining them for who they are, what their interests are, how you can help them. Because at the end of the day, they didn’t give you your contact, their contact information for you to harass them on things that they’re not interested in.

00:10:15:15 – 00:10:35:01

Unknown

It needs to be an even exchange of information, and they need to see the value that you bring to the table if you want the relationship to progress. So right here and so we’re talking about lead system here. And basically here’s here’s what most people do. They don’t want they don’t have a system, so they get a lead and then they’ll just follow up via maybe phone.

00:10:35:01 – 00:10:53:02

Unknown

They might send a tax. You might do that for two or three days in a row, but then all sudden just you just forget. And this is what we’re talking about. There’s no system. So it’s got to be like literally every lead has the same experience. That’s what you’re saying here, right? Exactly. Exactly. So, you know, not every lead is going to pick it up.

00:10:53:04 – 00:11:19:18

Unknown

Even when they were just on the computer or on their cell phones making the requests. Not everyone’s going to pick out like say that you are be, you know, type agent lead comes in, you call them within a couple of minutes. So you get that higher, you know, client retention and they don’t pick up. So, you know, maybe they put a bad email down there about phone number is that it?

00:11:19:19 – 00:11:54:03

Unknown

Like, what else can we do? Because at the end of the day, you know, if you’re a team leader or not a team leader, just an agent purchasing leads from a marketing company or whatever, knowing your numbers, understanding your CPU, your clock cost per click, the return that you’re having on that is really, really important. And the reason why it’s important is obviously we want to know what’s what marketing sources are working for us and helping us build our business or what is not.

00:11:54:05 – 00:12:18:22

Unknown

And so the only way that you’re going to be able to do that is using the damn system and following up with your leads. Talk to them. Like I said, you didn’t get into this business just for fun, to make friends. You you got into the business to make money. And so you need to make sure that you’re communicating with people in a way that they understand, in a way that they can catch on.

00:12:18:24 – 00:12:50:16

Unknown

And so personal touches, like from requests going out, you know, following up three on a 360 level with market reports instead of just just checking up, I swear to God in be time, I get an email that’s like just following up with you. I literally I immediately do it. And what should that’s a good a just speaking of that, what should that context be when somebody wants to check it, Hey, you ready in the car to start looking so I can make a commission check?

00:12:50:18 – 00:13:13:19

Unknown

How do you say that? I send him a property. What do you think of this? How did you see that? This one just came by the market. no. And then you find out their intentions as well, you know, and give them something of value. Like don’t just waste their time. And I think one of the other things as an author has been was Phil Jones.

00:13:13:21 – 00:13:35:14

Unknown

And one of the things that he does really well, we we refer to his book as the Bible in our office. And the reason is, is he really helps you frame the mindset of not asking yes or no questions because at the end of the day, how easy is it to say to brush someone off and is like, yeah, yeah, and you don’t even know what they said?

00:13:35:16 – 00:14:03:13

Unknown

Yep, They don’t remember either. No, no, they literally have no clue. You left zero impression, but you say, What’s your experience in selling a home than you understand? Have they ever sold a home before? Have they ever gone through the process? How deep does this conversation need to dive in order for me to build that rapport? Because at the end of the day, people work with people that they know to like and trust.

00:14:03:15 – 00:14:16:24

Unknown

Walk me through walk me through your actual I want to I want to go. I want to live in your world. I want to go. And I’m a lead. I just entered into my information and came to whatever lead source on your system. Walk me through what happens next, because it sounds like every one of your agents are on the same thing.

00:14:17:01 – 00:14:31:18

Unknown

And it’s the consistency and the conformity that creates the results. Right? If everyone was doing something different, you’d never be able to measure, would you? Then you would it be able to make those adjustments that you talked about earlier and then you can. Right. It just doesn’t work. So walk me through this because I think this is good.

00:14:31:18 – 00:14:51:02

Unknown

I want people let’s define what your system is from a new lead and I’ll ask from there. So newly comes into your world. Hey, Caroline Re World Realty. I might be buying or selling. I don’t know. I just came in looking to see my home’s value worth. What happens to me next? Depending on the lead, if it’s a direct connection or not, that kind of changes it.

00:14:51:02 – 00:15:09:12

Unknown

It also every single new lead gets immediately set up onto a drip system. If it’s the seller B they get on the property valuation monthly email immediately. So right off the bat three Choose your own adventure is going to happen. A bond, a lead one. Was it a referral? It’s a referral. It goes into a system. Referral system.

00:15:09:12 – 00:15:27:11

Unknown

It’s probably more personalized, right? If it’s cold, it’s an okay, great. You’re either buyer or seller. If it’s a buyer lead, they’re going to go into the buyer system slash strips of some of that. And if the seller leads a seller slash drip system. So make sure you guys are following this. You can’t talk to everyone the same way they under your world.

00:15:27:11 – 00:15:45:09

Unknown

That’s where most people fuck up. If someone comes into my world talking about selling a house and I’m telling them about buying a house, like we’re not speaking the same language, it’s a little bit of a you got to speak their love language, right? And same thing is, if it’s a referral, like I’m not going to talk to them like I’m going to when I get a referral, I do them or I borrow them.

00:15:45:09 – 00:16:00:09

Unknown

That’s my style. That’s my brand, right? And it’s just the way I am. But if it’s not a referral, I’m not going to borrow or do someone I’ve never met before. That little touch is a system, is what we’re talking about, you guys. And you can’t run a business without it. Okay? I like that. All right. So walk me through that.

00:16:00:09 – 00:16:29:06

Unknown

Now, we actually break our clients down quite a bit further than that. So for us, they’re not just buyer or seller referral. There’s buyers, there are sellers, they’re buyers and sellers, there are investors, there are renters. We bought Zillow leads before you have a plethora of renter leads, you know, doubt and save on because renters are future buyers.

00:16:29:08 – 00:16:58:03

Unknown

There’s no it’s not a garbage lead just because they weren’t ready to buy a house right now. And they just need to be communicated with differently. And then there’s your sphere. Those are your friends. That’s the other parents in your kids classrooms. Those are people involved in your nonprofit, at your church, wherever. And so depending on the level of harassment that I want to spend on each group is kind of how we dictate it.

00:16:58:03 – 00:17:19:07

Unknown

So for like our investors, the email sequence that they get signed up on once they’re marked as an investor, after we talk to the client, we haven’t talked to the client. Everybody comes in and gets a general kind of like a buyer nurturer, Come talk to me, schedule a consultation with a link to my calendar and things like that.

00:17:19:09 – 00:17:48:13

Unknown

And but for the rest, it’s very targeted. So for investors, we’re talking about 1031 exchanges. The DST is we’re talking about short term versus long term rentals. We’re talking about maximizing your return on your investment. We’re not talking about the granite countertops and the stainless steel appliances and the square footage. I mean, you know, I hope that if they’re investing in real estate that they understand value adding, value adding aspects of the home.

00:17:48:15 – 00:18:15:19

Unknown

But crazy. Yeah. So we’re focused on speaking their language. What what are investors interested in? They’re interested in making more money. Same with sellers. When you talk about curb appeal, we talk about cleaning services, we talk about living in storage services and these also offer open up our opportunities to create relationships within your community, which can then boost your referral network.

00:18:15:21 – 00:18:44:04

Unknown

You can even do cross marketing, and I’ve seen agents do affiliate marketing with them as well, where they’ll get a kickback as long as the relationship is disclosed to the clients ahead of time. On a person that’s like ancillary services. The Futures Commission compression occurs and if you’re not trying to make money off of solar and getting your MLS license as a mortgage broker right now and making a point five basis point on that and you’re not trying to charge up the movers to renters and everybody, every other ancillary service you’re missing the thing.

00:18:44:04 – 00:19:05:11

Unknown

But that’s a whole nother podcast question What percent of your business is coming from warm versus cold like sources? And it sounds like you’re like it sounds like you’ve created these systems and now your agents are utilizing them right? But where are you guys generating how much of it comes from like lead generation as opposed to marketing and warm?

00:19:05:13 – 00:19:35:07

Unknown

So how much is non referral and repeat business as opposed to new leads? And then I want to go into your customer service systems next. Those are great questions. I think that it’s really dependent kind of also where you are in your career. So years and years and years, about 80% of my business was referral and I’m still closing 20 plus transactions a year and 80% of my business was referral.

00:19:35:09 – 00:20:05:18

Unknown

I still have a lot of referrals coming in through and I still close generally and to be referrals per year. However, because stepping up our game with our marketing, it doesn’t equate to 80%. It’s probably closer to like 40% now, you know, So it’s it’s not that we changed anything or we had a depletion in our number of referrals.

00:20:05:18 – 00:20:38:17

Unknown

It’s more of the fact that you’re scaling now we’re growing, you’re feeding what you’re feeding. Yeah. And as a team leader, I mean, we have 14 agents at the brokerage and so typically when I get referrals, I really, really, really try to, to service them personally and to do as much as I can. I have a partner that helps me with that just so that way I can we can still be attentive and everything at the same time.

00:20:38:19 – 00:21:00:07

Unknown

But making sure and I check in with every single agent, I say, Show me your active client list, like I want to see it written down. I want you to I want to be able to point at somebody and you can tell me exactly what’s going on when the last time you talked to owners and why they’re not in contract yet and go from there.

00:21:00:09 – 00:21:21:10

Unknown

So I think when you’re building systems, you know, something to keep into mind is like I’ve tossed around the word harassment. So a lot of people just think like, okay, I’m going to get their email address, I’m just going to send them emails every couple of days until they respond to me, and then maybe they’ll work with me.

00:21:21:12 – 00:21:44:05

Unknown

I don’t know about you, but that has literally never worked. But my kid sits there and taps off at me to get me to do something. It just makes me angry and not want to do that. And I have the same reaction. So all of our sequences from the time you come into our database, the actual sequences are only seven emails long, which lasts about three and a half weeks.

00:21:44:07 – 00:22:08:21

Unknown

It’s exactly those two. Yeah. And that’s if you’re not going to talk to me after a month, no harm done. But then you’re going to move to a cadence of like every three weeks or four weeks you’ll get a single email. Yep. And I’ll stay top of mind because timing is everything in real estate. And I can’t tell you, you know, how many times it’s just right place, right time.

00:22:08:23 – 00:22:31:18

Unknown

You mention the fact that your real name 90% of the time. Exactly. This morning I have an electrician at my house right now installing a EV charger thing and sitting there talking to him. He goes, well, you know, commercial slowed. I got. And I go, well, the real estate markets on fire right now. We have no inventory. And he goes, Why move over here?

00:22:31:18 – 00:22:51:16

Unknown

And I go, That’s a gray area. Those homes are great. There’s a lot of construction going on in there. Yeah, we need to talk, is what he says next. Yeah. And it’s yeah, that’s been 10 to 1 in ten. One in 15 people are moving this year. You have to talk now. I saw like I saw this stat actually I’m doing a video, I don’t hang up with you.

00:22:51:18 – 00:23:08:17

Unknown

And 49% of the market only did one or less transactions last year. I’m like, my God. Everyone’s like, Wow, that’s pathetic. I’m like, No, that’s an opportunity. Yeah. Because like, that just shows you 50% of the agents are only doing one. Next question Becoming agents are only doing three a year, you know, And it’s just like, my God.

00:23:08:17 – 00:23:28:09

Unknown

So you really can. You can, but there isn’t a lot of yes, there’s millions of agents. But if you actually look at what the true competition is, it’s not that much. And every single time you could look at every single one of the agents that are like doing the top five or top 10%. And the one thing that they all have in common is they all have systems like the conversation we’re having right now is not French to them.

00:23:28:11 – 00:23:49:19

Unknown

They’re probably jumping in and adding in some here, here’s what I’m doing in my in my systems and why not? Okay. So lead generation systems are one thing, but that’s not the only type of system, right? We can have all kinds of systems. Let’s segment into here’s a question that no agent can ever answer for me. And here it is like it’s crazy.

00:23:49:20 – 00:24:10:13

Unknown

Like, no one can ever answer this question. And I’m like, how the hell can if you can’t answer this question, how do you have a business? And the question is, is what the fuck do you do differently than your competition? No one could ever literally ask me the question. Generally, the answer goes somewhere along the lines like this and says, Well, I’m going to, I’m going to get them the best damn deal and like I possibly can, and I’m gonna do the best job where I’m like, You have a fiduciary duty that is part of your responsibility.

00:24:10:13 – 00:24:26:00

Unknown

It’s not a value added proposition. What is it that you do that people remember that make them say, Wow, how do you wild people? So I have a couple things I’ll say, and I want to see what you do on your systems. When I first started, I knew that I had to wow people. My goal with every client wasn’t to solve the fucking house.

00:24:26:01 – 00:24:41:21

Unknown

I was the third goal. The first goal was to generate one referral from them while I’m selling the house. The second goal was to then please them, so they return to me for repeat business and turn into a walking billboard for me. And then the third goal was until we eventually sold them a house in that order. The only way I accomplished goal number one.

00:24:41:21 – 00:25:05:10

Unknown

Goal number two was through systems that I had in the business to wow them. So I’ll give you guys the example of some systems that I would have. And this is how simple a system can be when I would meet with a buyer or seller for a presentation, I would legally bribe them with a brownie gift. I would make sure the brownie would show up before I showed up to the listing or buyers presentation so that I already had something of value I gave to them every single time.

00:25:05:12 – 00:25:21:03

Unknown

The legal bribe work. That’s just a system. So the system was, Hey, you want to meet with me? Okay, great. I know it takes 24 hours for the brownie to show up at your door. I’m going to schedule my appointment face to face in 36 hours. Okay. That’s a system, You guys. Also, when I get hired, I would send out a little letter with a $10 gift card.

00:25:21:03 – 00:25:43:03

Unknown

Hey, I really look forward to working with you, So I want to get you a coffee. I appreciate the opportunity. It was just a nice touch point just to say, Hey, thanks for working with me just to show that I care. When they went under contract, they got a mortgage contingency. I would buy him a gift. The second the contingency was lifted, I would buy a $100 gift card in there, soon to be old or new neighborhood, and then I would wow them with a crazy closing gift.

00:25:43:03 – 00:26:03:10

Unknown

And not a gift card, not a bottle wine, something they had to fucking put on their on their wall. That was a billboard in their house, like a bonsai tree, like a signed autograph of a Chicago Blackhawks player that they loved. Right. Because I’m in it for the long game. So these are little systems that every client had because all I was after was not the closing for that client.

00:26:03:10 – 00:26:24:04

Unknown

I was after the next transaction. Yeah, that’s leverage. So if you don’t have systems in your customer service that while people it’s also very difficult to build a referral based business or a repeat business. So what is it? What kind of things do you advise agents to do when it comes to working with buyers or sellers? Because quite frankly, a lot of people don’t have anything in place.

00:26:24:04 – 00:26:48:18

Unknown

It’s just sort of like a there’s not really an experience at all. That’s fine. So first of all, clients are looking for one thing do what you say you’re going to do. So from the time you first make a, you know, have a conversation with them, tell them that you’re going to do something and then do it and say, as promised, here is the information.

00:26:48:18 – 00:27:15:01

Unknown

I told you that I was going to send you. As promised, Here is that report. So show that you’re trustworthy, number one, that sets you apart immediately, because most people go into a meeting with a realtor feeling very uneasy and not super willing to, you know, trust them. So create that report. No, nobody’s hunky dory about going to a meeting with a realtor.

00:27:15:03 – 00:27:40:20

Unknown

No, no. Literally no one like you. I do something similar prior to my listing appointments. I actually use Uber to deliver a package to the house and a cute little box that I had printed out. That’s way better. What do you send them? And you will see? Yeah. So she’s only name a gift like that. That gift is like so powerful.

00:27:40:20 – 00:28:09:10

Unknown

It’s not even the cost of it. It’s the fact that some physical arrives to it and it never fails. It’s the icebreaker. It’s what always leads a conversation. All right, so she’s pulling up this box if you guys are watching this on video. So what am I looking at here? It says, I’m not sure if it’s for you, but if you’re thinking about making a move, if you want to take a look at what we prepared for you, it says inside you’ll find your home equity report, our dynamic marketing, and it’s invaluable resources to help you with planning your next move.

00:28:09:12 – 00:28:31:03

Unknown

So it’s like, okay, yeah, it opens up and it shows our process on one side, it shows the home buying process on the other. And then there’s just a little note inside with the QR code, with my contact information, and it goes to a digital business card and that’s down to you and that’s buyer’s console. Yeah. Okay.

00:28:31:03 – 00:28:48:00

Unknown

So the sellers specific I mean, let me unpack this or people that just listen on audio, which she just showed me, she basically created a clumpy male buyers and sellers presentation that she sends to them ahead of time. So almost like a great pre listing package to send out. It’s not and it looks like it’s all color coded.

00:28:48:00 – 00:29:08:17

Unknown

It’s it’s pretty looking and it’s not that like people are even they probably don’t remember anything that goes on in it. What they remember is a fact. You sent them a box. Well, I throw some pens in there, I throw some branded mints in there, I throw a couple of brochures and they’re a selling brochure. I sell send, put some resources for moving and storage.

00:29:08:17 – 00:29:27:06

Unknown

And there so So when you show up, what’s the first thing they say. Yeah. You already hired. What’s the first thing they say when you show up in the boxes already sit on the table for them When you’re there, it is always sitting right there. Yeah, I figure. And they’re like, This was amazing. Like, we’ve got a chance to review this.

00:29:27:08 – 00:29:56:12

Unknown

It answered a lot of our questions. We want to show you the house, where do we sign that stuff? So, you know, one thing that any realtor listening to this, if you take away nothing else, the biggest game changer in my career with winning listings every single time was quit leaving gray areas on the table. So what I do at every single listing, when I sit down with the seller, I say, okay, this is what we’re going to do.

00:29:56:16 – 00:30:10:06

Unknown

We’re going to have it on the market by this date. And then I reverse engineering, which means that we need to have staging invited to this date, which means my stager needs to come the week prior to take a tour of the home. We’re going to set inspections that they’re going to happen either to stay or this day.

00:30:10:08 – 00:30:30:00

Unknown

Then we’re going to have the cleaning crew and they’re going to do this. If there’s any repairs that’s going to go on during these days. And so they already know that I have every single detail covered to make sure that their home is totally ready when we’re ready to hit the market. So you remind me of my friend Lawrence Shue in Chicago.

00:30:30:00 – 00:30:52:24

Unknown

You guys are like spitting images of each other like crazy. Unbelievable. It’s great. You’re right like that. And how much does that cost you? These? Yeah, You pay a couple bucks a box, so a couple of bucks a box. But it also costs are the time of ordering it kind of Uber or making sure it gets delivered and all of that.

00:30:53:01 – 00:31:19:21

Unknown

Now, I don’t know what your mindset is there for you, but I’m going to guess is that you’re bribing your your listing client to ensure the fucking listing so you’re not scared to spend the $5 or the 20 minutes it takes to order it. Are you? Yeah. No, it’s. I want to show them I’m a professional and I want to show them that I’m not just I didn’t just have my assistant print out comps before I came in and handed them to me so I can hand into them and call it a day.

00:31:19:23 – 00:31:53:22

Unknown

I’m also showing them that it’s not just a blanket presentation that I get to everybody. Yes, there’s things in there that are used for every seller and things like that, but a lot. There’s also a lot of custom materials to their individual property in there as well. Do you remember the last listing presentation you lost? No, I knew she was going to say that, but now I find that maybe I’m just one of those people.

00:31:53:22 – 00:32:32:04

Unknown

I when you’re talking to me, you can tell if I’m confused or angry or sad. I wear my heart on my sleeve. And so to me it’s eliminate all the gray areas because that’s when everybody gets all agency and distrust comes and everything like that. You had it be two steps ahead of the game. I will tell you, in my professional life, the moment that I had the realization that today today’s tasks were preparing me for tomorrow’s duties, the moment that mind shift happened, I was no longer scrambling.

00:32:32:06 – 00:33:00:13

Unknown

I was showing up prepared, ready, and, you know, able to conquer whatever came my way. What other little. Yeah. And like, you could answer the question, what’s the difference between you and me? Like, you’re demonstrating it as we speak, you guys. So, like, don’t you know how many I used to? Literally, this is before MapQuest came out when I first became real age was 22, right?

00:33:00:13 – 00:33:16:05

Unknown

We didn’t have fucking MapQuest. I literally had to learn. I would literally drive the streets because I didn’t know how to get myself around Chicago. So I would I would pre drive the streets just so I didn’t look like an idiot when I had the clients in the car with me because I had no clue where I was going.

00:33:16:07 – 00:33:31:01

Unknown

And literally I would have to print out it was called MapQuest. I dunno if you remember that, but that bus instruction, I did have to print it out and you’d go there. But then I remember one other thing I did early on was I didn’t understand numbers. So the I’m a loss in Chicago, at least at the time.

00:33:31:01 – 00:33:56:01

Unknown

I think they still have it, but they had this really cool, like simple to understand mortgage calculator that I would calculate the total monthly payment per house reflective of the taxes and the specifically for that house. And people really appreciated that because it was different per property we visited. So but it was literally because I was 22 years old, I knew I had to fucking wow them because I was like, dude, I wouldn’t buy a house for me.

00:33:56:01 – 00:34:14:23

Unknown

Like real realistically, I know what I’m doing. I want to buy Are you using me to buy a house? So I knew I had to compensate with customer service, I’d at least appear smarter than I was at the time, which is why I put together all these things ahead of time. But the preparation early on, just to show houses was like an hour down.

00:34:14:23 – 00:34:32:16

Unknown

And it turns out in my career I was like, Dude, whatever. I just showed up at shows. I already knew everything. But the point was, is that I was playing the game to prepare and prepare for the experience that the clients would have because it just and it didn’t fail. Like it’s I don’t know why this is so hard to understand for people, though.

00:34:32:16 – 00:34:48:13

Unknown

That’s probably, I think, my most frustrating part in the real estate industry. I’m sure you know, the reason why you probably don’t have 300 agents is because you can’t find the other 97 or so that will understand your process and why you’re doing it. I see that in the business all the time. Like they just don’t get it.

00:34:48:13 – 00:35:05:01

Unknown

Like, folks, you’re an entrepreneur. You’re not running this damn business as you’re not working a job, right? And nobody you might be in a good office like Reward Realty Will. They’ll have all of the systems set up for you and will allow you to go out and, you know, succeed. But that’s why four out of five agents fail.

00:35:05:03 – 00:35:47:14

Unknown

They don’t have the shit set up. They don’t have systems. You cannot build a business without systems, period. What else do you want to say about systems? Anything else? And there’s customer service systems. There’s lead generation systems. What else have we missed that you want to talk or touch on? I mean, consistency is key. I think that in marketing your business and my number one, because I track my profitability and I track my numbers and how much I’m putting in each month, each of the different avenues that we’re using for marketing every single month.

00:35:47:20 – 00:36:20:23

Unknown

My, my, I think I’m at like 37 X, but it is these plastic postcards sending send out and and who is that go to your A farm or your database and it goes actually to so sorry because I like database farming I love it’s not to my database it actually goes to non owner occupied properties within the county.

00:36:21:00 – 00:36:56:08

Unknown

Okay absentee owners like it. Yeah I send out 7500 a month and I probably get 5 to 10 listing calls each and every month from it. And it’s definitely has the highest relied of like anything else I’ve tried. But the thing I noticed about it and like the point I want to make is because I do do a lot of marketing around my listings, we send out five pieces of mail for every single buyer sale and seller sale that we transact in, letting them know, giving them updates on the status of the sale, home valuations, introduction letters, things like that.

00:36:56:10 – 00:37:26:04

Unknown

Sure. Last year going into 2024, 2023, I had 11 listing agreements signed for Q1 of that year. This year I had like two and it was because I stopped doing my classic postcard for meeting regularly. I got busy and I was seeing other areas pick up and I was exploring other avenues to bring in business as well. And I learned you were being a squirrel.

00:37:26:06 – 00:37:45:11

Unknown

I know I, know it was so silly. So like in December as I was working on my business plan and I’m pulling up the budgets and everything for this next year, really planning ahead, I knew that I had to get back on track. So it’s it’s it’s easy. It’s easy to fall off and like lose track of one day.

00:37:45:13 – 00:38:08:10

Unknown

We have to wear a lot hats in real estate. So nobody’s saying that it’s easy. Take one chunk, focus on it, complete it, and then go to the next one. The well said. Because you’re right, that happens with video a lot, you know, And when we we’d be like, I like there’s a couple of people who should I blew you guys up.

00:38:08:10 – 00:38:21:15

Unknown

I’m not going to lie. All right. But you got so complaints that I call you up by names, but you know, you are if you’re listening to show, you know, you are 12 months and then they’re black, it’s huge. Like also it’s night and day from a 12 month. But I’m not going to do video anymore. But I’m good.

00:38:21:15 – 00:38:40:00

Unknown

I’m good, I’m good. That’s what happens. It happens to me in a lot of ways. We get complacent off of a lead source that was working, but then you’re like, yeah, maybe I don’t need to do that anymore because this ego thing is real. Like it’s legit. Like you could get an ego so fast in this business and it is the number one most detrimental thing.

00:38:40:00 – 00:38:58:22

Unknown

And even the best agents, their ego will still get the best of them. Sometimes it’s like what Caroline just said. She you have to have that vulnerability with yourself and realize when you make mistakes and fucking own them like you just did. Appreciate and applaud that. It’s fantastic. But you know your numbers to see review. Yeah. With someone else, which is something that a lot of people don’t do either.

00:38:58:24 – 00:39:19:07

Unknown

Yeah. If you’re not like I said, if you’re not tracking your business and you’re your ally and your expenses and things like that, you don’t have a business, you have a hobby, you have a hobby that’s very expensive. And I really encourage you to look into something more profitable. Yeah, start collecting stamps or something. I mean, yeah, baseball cards.

00:39:19:09 – 00:39:39:17

Unknown

Okay. But I know I’m curious. People want to know your plastic postcard. Before I do, let you go. Plastic postcard. You’re sending it to absentee owners so people don’t live in a house. Do you have any other data fields that you’re filtering over? That is their missed payment and there is or high equity. What other fields is it just absentee owners?

00:39:39:17 – 00:39:59:00

Unknown

Are you layering that data on top of it? Well, I have done it with homeowners and things like that. And we’re like filters, age and, you know, life events and things like that in the past. I think it really depends on the market that you’re in and where you’re at. So right now here in the Bay Area, people have a lot of money.

00:39:59:00 – 00:40:23:00

Unknown

They’ve been sitting on not wanting to move up and not really sure if they are going to move up or and kind of slow down on the purchase of an investment properties within the Bay Area unless they’re like fix and flips. So for a lot of the calls that I have experienced the last couple of months, these are people that own four or five properties that are rental properties locally with cash.

00:40:23:02 – 00:40:50:17

Unknown

But because the taxes in California and you know, prices are as high as they are, they’re like, all right, well, let’s take our return from this. We’ve already made a lot of money reinvested out of state. And so that’s why I have a network of agents that I work with throughout the country. And so I’m always connecting with people in different major metropolitan areas with investment opportunities that I can share with my clients and and not.

00:40:50:20 – 00:41:08:10

Unknown

And that’s one of the things also that we’re doing with our investor DRIP is starting to put in investment opportunities. So we’ll go with got services that are selling their investment properties. We can send that out as a blast to, you know, this is already rented to tenants. Here’s the return here. The numbers. Are you interested in that?

00:41:08:12 – 00:41:34:23

Unknown

And it also helps her sellers as these types of properties make the decision on whether they want to go to market or whether to go sell to another investor and have a little bit more flexibility over the 1031 exchange. So definitely more options. And I think just making sure that you’re well versed in all of these different categories and identify your perfect client, like who do you want to work with?

00:41:34:23 – 00:41:51:18

Unknown

Do you want to work with 55 and older? Do you want to work with first time homebuyers? Do you want to work with investors leaning to that? Create a plan to reach that group of people. Don’t get too distracted on the sidelines by all these other people. Focus on the type of person that you want to work it at.

00:41:51:19 – 00:42:17:15

Unknown

Make your content around that type of client. Give them, you know, make your emails and everything, appeal to that type of client and you know, your vibe attracts are trying to agree to great. You want you tell everybody if you guys have any referrals for Bay Area, why don’t you tell them where they can reach you or they want to learn more about what you’re doing or follow you on social or not.

00:42:17:17 – 00:42:43:05

Unknown

Caroline Hobbs Ari on Instagram and our website is Reward Realty dot org and you can also reach me by email at Caroline at Reward Realty dot org. Thank you. Caroline. That was awesome. And thank you folks for listening. Another episode of the Real Estate Market and old podcast. Folks, if you like what you’re seeing here and you want a system to stay in front of your database so they stop forgetting who the hell you are, and more importantly, start sending either friends or family and come to you to repeat business.

00:42:43:05 – 00:43:00:10

Unknown

You need to get referral suite that’s WW dot referral suite like popsicle as wect dot com. We help you with your social media content each month. Automate your direct mail to your database and we help you with your video email content. We give you everything. I got to shoot a video and send it out. It’s very simple. Stop chasing a bunch of strangers.

00:43:00:10 – 00:43:22:23

Unknown

Start farming your relationships, nurturing them, stay in front of them and become more referral and you will start attracting business. Appreciate you guys. See you guys next week. Please. 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 website at WW dot real estate marketing dude dot com.

00:43:23:01 – 00:43:38:16

Unknown

We make branding and video content creation simple and do everything for you. So if you have any additional questions, 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.

Should A Realtor Or A Lender Start A Podcast (ft. Trevor Oldham)

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Chances are you listen to podcasts if you’re reading this. Chances are you might have considered hosting one of your own. But here is the million dollar question; is it worth the time and money and how will it help your business? Today we are talking about that with Trevor Oldham, founder of PodcastYou.com.

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Transcript:

What’s up? Ladies and gentlemen, welcome to The Wrap. So the Real Estate Marketing Dude podcast, folks, welcome back. We’re going to be chatting about today is a different form of content creation is actually the type of content you’re listening to right now. Why the hell that 1.5 million are You guys decide to follow me? I have no damn idea, but I’m glad you did because this podcast has been one of the largest sources of my personal business.

00:04:40:16 – 00:05:06:05

Unknown

I can tell you guys that without a doubt. You know, when I was I’m not doing video services for real estate agents more, so I want to make that very clear. I’m no longer doing video marketing, but I do have a software you guys can play with us in and we’ll talk about that later. However, if I never had a podcast and never built an audience and my prior real estate marketing dude business as a video marketing company would never existed, the podcast and a podcast in general.

00:05:06:05 – 00:05:24:21

Unknown

It’s a form of content, you guys, it’s a form of media. And so many people right now are like, I got to create videos like videos, a form of content, okay, it’s just another form of media and everybody, as long as you work for yourself and you have your own damn business, you’re running a business. And yes, the answer is you do need to start creating content, whether that’s video, whether it’s podcasts.

00:05:24:21 – 00:05:47:01

Unknown

I don’t give a fuck what it is, but if you’re not creating content, someone else is and you’re going to be out of business. The building of personal brand is everything, especially in a real estate related business. And if you don’t have a brand, you don’t have a business, you’re a salesperson chasing a chuck. So what we’re going to be chatting about today is we got my boy Trevor hold him here, and he’s going to be walking us through the power of podcasting.

00:05:47:03 – 00:06:00:02

Unknown

See these questions pop up all the time. Should I get a podcast versus not get a podcast? So what would be the strategy if we were to create a podcast as a real estate agent or lender? Is it worth it? Is it not? We’re going to find out. Without further ado, let’s go ahead and introduce our guest, Trevor.

00:06:00:02 – 00:06:20:10

Unknown

Trevor, what is going on? How are you doing once you say hello to who you are and what we learned today, they’re do excellent today, Mike. Thanks for having me on, on the show. CONAN From out in New York, upstate New York, out here, finally get some nice weather, 35 degrees, which is nice that I was talking to one lady earlier today, 70 degrees like, damn, where I kill for that.

00:06:20:12 – 00:06:40:14

Unknown

I’m not going to see those temps still till May. But with that said, we’re on a company called Podcasting. You podcasting. Why are you been doing it since 2017? Been in the podcasting space since 2015, seeing all of the ups and downs within the space and yeah, just how people personally brand themselves within the podcasting space love it.

00:06:40:16 – 00:06:55:16

Unknown

Let’s get into it. I get questions all the time about this, like, Hey, should I start a podcast? Should we, should we do this podcast? And what we’re going to do is you do this for all kinds of industries, correct? Correct. Okay. So let’s keep it. We’ll try to keep it focus for the real estate people like that.

00:06:55:20 – 00:07:10:11

Unknown

I would a reality investor, a mortgage lender, real estate agent and honestly, this is a deal for any local service based business. If your referral base, it’s the same thing, right? It doesn’t matter if you sell houses or vacations, I could care less your referral base. You need to build personal brand. People know who the hell you are.

00:07:10:13 – 00:07:35:04

Unknown

Now. How do you like how is an agent someone in the real estate space? With that in mind, what and why would they want to create a podcast for? Well, I’d say one just generating brand awareness for who they are. People think that it’s cool if you have a podcast, if you’re, say, a real estate agent in your local market, I’d say, my market as an example in Albany, you have a podcast and all you’re talking about is the real estate market in Albany.

00:07:35:06 – 00:07:52:02

Unknown

What’s going on? Our house is appreciating is value going down. You know, our market here in Albany is going to be a little bit different than some of the other parts of the country, like where I was in Massachusetts, where houses here don’t appreciate as much where in Massachusetts, you know, you could double your price. And in four or five years, it’s pretty ridiculous out there.

00:07:52:04 – 00:08:22:22

Unknown

So why is just building that brand awareness? And then like you mentioned earlier in the show, taking the video content from your interviews that you do, whether you are doing it with a guest or whether you’re just doing it by yourself, typically only a 30 minute interview, there’s so much content that you can take. And I find that when it comes to social media, it’s hard for people to sometimes just sit down and try to write, you know, copyright different social media posts so when they can take an interview and they can either send it off to like an editor or whether they can do it themselves, I know for me I just send it

00:08:22:22 – 00:08:39:15

Unknown

off to an editor and then they can create anywhere from 5 to 10 social media posts and then I can go out there and promote it and people are like, Wow, Like, look at this guy. He looks super professional. I trust this guy. I want to use this guy as my real estate agent versus totally. So your older real estate agent, maybe their website sucks, maybe they don’t.

00:08:39:16 – 00:09:01:22

Unknown

Any content that’s out there like, I don’t know anything about this person, but now someone comes to your website, looks professional, you have all these videos, you have this podcast, people can check you out, find out more about you, and you’re just building like all of that credibility and trust. And even if you’re in your local market, yeah, you might not get like a ton of people listening to your podcast, but you might become big in your local market.

00:09:01:22 – 00:09:25:05

Unknown

Doesn’t mean you need to become big nationally, but just in your local market, it’s going to be super beneficial. And then if you are real estate coach per se, then you can obviously go, you know, across the entire US service. But local, I mean, it’s a it’s a game changer and you think of there’s only so many real estate agents I see doing this in their local market and it doesn’t have to be like something you do every single day.

00:09:25:07 – 00:09:39:10

Unknown

But maybe something you do once a week, once a month even apply. I want to go more than once a month because some people just lose traction with the show. We just do a monthly recap of what’s going on in the area, what a house to stand for, what are you noticing in? And then people start to look at you as the go to leader.

00:09:39:10 – 00:09:55:22

Unknown

And again, you’re just building that reputation and building that brand. Yes. Like we’re talking about positioning. Right. And let’s just let’s just plays out. All right. To real estate agents. I’m just going to pretend I’m selling a house. I’m going to hire two real estate agents and I come across two and I you know, I don’t have anyone I’m referred to.

00:09:55:22 – 00:10:10:14

Unknown

I’m new in a market. I’m a C to different people. Right? I got my if you guys are looking at somebody, I got my hands up. All right, 2 to 4. What? Agent One is what you expect the real estate agent to be. You go to their website, they got, like, their suit and tie on their professional site.

00:10:10:14 – 00:10:32:21

Unknown

You go to the about page as the there’s a family shot. You know, they help people buy and sell real estate. Right? And you’re like, great, great. It’s just pretty much what I expect. Now. I go to Agent B, Agent B as a podcast. His podcast is up on his website. It’s multipurpose. There’s videos all over from all the clips that Trevor is talking about, multiple purpose in here.

00:10:32:23 – 00:10:58:09

Unknown

And if two people were to land on two different websites, I can tell you that the experience I know this 100% is the experience is different. And even though no one might ever have listened to the podcast, the fact that someone has it says, You’re legit, doesn’t it? And then being able to use your podcast as a way for your social contact is a really good idea.

00:10:58:09 – 00:11:15:05

Unknown

I did for two years because then it just filled in. That’s a real game in, right? But you got to get those big your plate because anything you do on video, especially with a mike in, you just look like you know what the fuck you’re doing, right? Like, okay, this video right here, if you guys watch it, I got just Michael Jordan look at me like I could be like, this is video.

00:11:15:06 – 00:11:40:15

Unknown

Like I could be talking about blocks, right? But the positioning of what you’re doing is exactly right, guys. It’s really powerful. People start to paint you as more important than you really are. It’s it’s legit. Talk to me about the short form content off the podcast and I want to get more into like topics, but I want to touch on that because I think that’s important.

00:11:40:17 – 00:12:08:15

Unknown

Multipurpose in your podcast. If you’re not doing it, don’t think there’s a point to have one to begin with. What’s your opinion on that? Yeah, now you got to be doing it. I mean, it’s just when you look at when you’re trying to brand yourself, obviously you have the podcast within itself and that’s what you’re trying to do, but you’re just leading all the sort of content that’s out there, whether it’s you be on the, whether you having your own podcast and just you being on your own and creating all the social media clips, whether it’s having a guest on the show, you’re creating clips for them and then they’re sharing those clips of their

00:12:08:15 – 00:12:31:07

Unknown

audience and now you’re getting more recognition. I now you definitely ought to be doing it. And I would say pretty much all platforms when you’re thinking YouTube, Instagram, Facebook, I think a lot of people are still hesitant on TikTok because it’s just more newer. They think it’s more for like teenagers. But I’ve seen a ton of podcasters put their put their content on TikTok and have it go viral, get tons of leads from it.

00:12:31:13 – 00:12:52:07

Unknown

So that’s like another sort of, you know, I’m obviously older, my year older, so it’s not something we really grew up with. But for the younger generation, that’s really how they’re consuming content now. So why miss the boat on that opportunity? Not to say that a 16 year old is going to be ideal real estate client, but say maybe there’s a 25 or 26 year old first time home buyer that finds you on it.

00:12:52:07 – 00:13:07:14

Unknown

They know that you’re in their area. Now all of a sudden they decided to hire you because you create this cool social media content. And and if you say, I don’t have the time to do it, they’re services. You can go out there and hire. It’s not going to be you know, if you want to pay a pretty penny, it’s going to be better.

00:13:07:14 – 00:13:24:21

Unknown

If you want to go cheap, you can go through like Upwork. Fiber out might not be as great, but at least it’s just something they are getting created and done. So yeah, I definitely recommend it for everyone. I mean, you’re just wasting I mean, you’re spending 3060 Minutes on a podcast interview to begin with, plus all the prep time and different things like that.

00:13:24:23 – 00:13:43:06

Unknown

You know, why not just take that video content and produce it even further? Because you want to be like pretty much everywhere that you can all the time. So you’re constantly in the back of people’s minds. Yeah, I don’t even think it matters what you’re doing. I know it doesn’t matter what you’re doing on video because there’s like, you know, for organic, I don’t think it matters, period.

00:13:43:09 – 00:14:03:21

Unknown

Like you just have to be consistent on organic right now. Paid like video and you’re running ads with that in. Yes those are scripted as a very well plan are there’s a strategy behind it but from organic and here’s why guys like Trevor at do you remember any videos you saw yesterday? Probably not. Neither do I. But like but you know, you saw people, right?

00:14:03:23 – 00:14:18:13

Unknown

You know, like, I know who I saw people on video, but I have no fucking idea what the hell they’re talking about. Right? I just know I seen their face, but it’s present. Like there’s a article, the other that came out, like Gary Vee blows 250 pieces of content a week, and I was like, Holy shit, how am I going to do that?

00:14:18:13 – 00:14:35:02

Unknown

Well, duties multipurpose. And he probably has like 5 to 10 core pieces of content he creates, and then his team cuts them up. And like what Trevor and I are talking about later. Yeah, and you have to posted it and guys, tick tock. Like I’m seeing people get big, big deals off Tik tok. It’s not a little kid platform anymore.

00:14:35:02 – 00:14:52:10

Unknown

There’s there’s people on there’s legit I’m not on there really I don’t like it but if you’re on Tik tok you need to be on Tik Tok. One more tip then. I want to another question for you. Don’t take like your content and like not put it anywhere you’re at. So like, don’t go on Tik tok. If you’re not on Tik tok, it’s gonna work anyways.

00:14:52:12 – 00:15:08:15

Unknown

Like, if you’re not constantly on Tik tok, don’t just go post the video there and there’s no points not going to grow, right? You have to be engaging on the platforms. Your posting, your content and the ones that you engage with are where these videos would go, you know? So for what it’s worth, Trevor, let’s talk about some topics.

00:15:08:15 – 00:15:22:13

Unknown

You hit some interesting. I was asking about this like how do we what’s the cadence, what’s the frequency of a local based business like that? And you said it earlier and I want to touch on this. You said I would probably go like once a month is what you said, right? Yeah, exactly. I probably go once a month.

00:15:22:14 – 00:15:39:23

Unknown

If you’re really feeling it, you could probably go about once a week. But I find that when you’re talking more local, maybe don’t have as much updates, but you definitely don’t want to go like and I’m sure you’ve seen podcasts, they do an episode, say, today, and then they do another episode three months from now and then maybe four months and then maybe they do, you know, three all in one month.

00:15:39:23 – 00:15:57:00

Unknown

The following The long other notice all over. It’s sporadic. Your audience wants to know exactly when the podcast interview is going to be coming out. So you might say this interview is going to come out the last Friday of every month or this interview is going to come out, everyone’s one eight and Pacific or Eastern whatever time zone you’re in, and you just want to be very consistent.

00:15:57:00 – 00:16:13:06

Unknown

So that way your audience has something to look forward to because, I mean, there’s million, 2 million podcasts that are out there. Like if you’re not consistent, they’re just going to move on to different podcasts no matter, even if they really enjoy it, they’re just going to have no idea when you’re going to be producing it. So it’s hard to build a following like that.

00:16:13:06 – 00:16:29:16

Unknown

I know for myself when I’m listening to podcasts, the ones that I always stick to have a very consistent schedule. I know, Hey, this podcast is coming out on Tuesday. I can listen to it on Wednesday, Wednesday, I can listen to it on Thursday, so I have to look forward to. But if you don’t build that, people are going to be like, I have no idea when this podcast is going to come out.

00:16:29:18 – 00:16:51:18

Unknown

Now I don’t care about it anymore. It’d be like Days of the Long Days of Our Lives not coming out the same time every year like Housewives Across America be fucking flipping out, right? Like imagine like, like it’d be almost be like I moved to California. Funny because I’m from Chicago, so football on Sunday starts at noon that when you move to California, move to California.

00:16:51:18 – 00:17:08:09

Unknown

Football starts at ten. And for like six months, my whole world was fucked up. Right? And I’m like, Dude, why? Why? You got to learn that? That’s Kadence, you guys. So you have to if you’re going to set a date, you have to stick with it. And that’s true with anything like your podcast and can get any love for how long would you guess?

00:17:08:09 – 00:17:25:14

Unknown

The first 3 to 5 months could be that could be a year to be a year. And that’s why people quit is they think they’re going to go into it. And obviously this podcast that do are successful right off the bat. But typically they’ve built a following beforehand and then now they’re dipping their toes into the podcasting space.

00:17:25:14 – 00:17:45:00

Unknown

I mean, again, you’re talking a year, maybe two years, before you really start to see some traction. And that’s why people they’ll start off, they’re like, I want to start a podcast, let me go out and do it. They get so pumped up, they go out and do it. They do it for, you know, ten weeks or let’s say a year, and they’re like, I only have like five listeners on my show.

00:17:45:02 – 00:18:01:24

Unknown

It’s not it’s not worth it. And then they’re just stop, stop doing it at that point again. Yeah, you can make a lot of money on the podcast, but it has to be very consistent with what you do and you got to know you’re in it for the long haul. I mean, the easy part within the podcasting space is going out there and, and guesting on people’s podcast.

00:18:02:00 – 00:18:16:03

Unknown

That’s just, you know, that’s an easy way to get started. But when you’re starting your own podcast, you control all the content, which is the benefit of it. But again, it takes, you know, it could take at least a year or two and I don’t want to dissuade anyone. You just got to know you’re going to be in it for the long haul.

00:18:16:03 – 00:18:37:15

Unknown

You can’t just start it as a passion project because it’s going to. In Ignite, I’d see the benefits of the rewards as soon as you think it’s going to be. And that’s like such a good point. And this this is true on anything with personal branding. You know very well said because you’re not going to get results. And it’s that’s why so many people don’t do it and they don’t last.

00:18:37:15 – 00:18:57:02

Unknown

It’s not that you won’t get the results. You’ll never know how close you were. And then they just peel off. Peel off much like this guy’s ten years on the show, ten years, 2014. And I’ve missed the most amount of shows this year because I was pivoting my own business. But before that, it was consistent. Every Saturday, every Saturday, every Saturday, every Saturday, when I don’t have a show, I record myself.

00:18:57:03 – 00:19:22:00

Unknown

I don’t have a guest. But you got to be so consistent. On when you say you’re going to publish, otherwise you don’t have a show. If the news stops coming on at 10 p.m. every night, it’s not the fucking news anymore, right? Discerning SEO value like search engine value. When you have a podcast because you’re getting a lot of love and you get a lot of good link backs from like Lips in iTunes and all these other authority sites.

00:19:22:00 – 00:19:47:21

Unknown

So can you talk on that at all? Yeah, that definitely supercharges your SEO. I find one, you’re getting those. You know, the links back to your site is definitely super helpful when someone’s putting together a podcast interview title for the episode. I find that I want to throw it like I use a tool called Spy Food. You can use this tool like a AA drafts, same rush, any of those SEO tools, and I’ll put it in there and see what it spits out to me.

00:19:47:21 – 00:20:10:11

Unknown

And that’s the name of the title of the podcast to make it very echo oriented. And then there’s trans transcription services where you can embed the full transcription of the interview onto your website, and that’s just going to be juiced up with SEO content. You could put the whole transcription, but I find just embedding it. Typically the website’s going to load a little bit faster, it’s going to have better page times and different things like that.

00:20:10:13 – 00:20:28:05

Unknown

It’s just going to juice it up. I mean, and again, you might not see it right away, but I know from our end, from just doing in the podcasting space, throwing the transcriptions up there, I mean, it really grows here. I mean, it’s SEO again, it might take six months for you to start to see the impact on the echo side of it.

00:20:28:07 – 00:20:42:21

Unknown

But the more you’re consistent, you can think I know like you might, you’ve been doing it for ten years. You know, over the course of time you can start to see the spike of the SEO. You can start to see the listenership start to go up. And again, the longer you do it, the more often you’re going to see these results.

00:20:42:21 – 00:21:00:20

Unknown

Yeah, but the SEO component super beneficial, I think with that and again I go back to the title, not just throwing anything up there, making it like specific for an SEO rich keyword and I mean I could go on all day. It’s like, you know how to find the different keywords, whether you were difficult to search for and different things like that.

00:21:00:20 – 00:21:25:11

Unknown

But just for this conversation, just make sure you at least have some sort of search volume behind that keyword. So like, you know, mine, you know, let’s say hypothetically, the title of the interview today, like the benefits of podcast casting and podcast casting is going to be that keyword, obviously the long tail keywords, the benefits of podcasts, casting, podcasts, guessing, you know, maybe it’s getting 203 hundred monthly searches per month.

00:21:25:13 – 00:21:44:06

Unknown

So the now you’re putting that in the title and then the interviewer say is all about podcast casting as an example. Then it’s going to be talked about all throughout the transcription and it’s really going to juice up your SEO content. So in a nutshell, that’s how it would, how it would work. But yeah, you definitely want to just do the benefit from the standpoint of it.

00:21:44:08 – 00:21:57:02

Unknown

Very cool. I think most people want to come on this show just for the link backs. I’m pretty positive most people, when they come on here, I know what they want. They want to either pitch their service or they want to come on and do like the link backs. And I understand we want the link backs all guys.

00:21:57:02 – 00:22:16:12

Unknown

And I say Yes, as long as you have good shit. I think that that’s really cool. Let’s go to some topic ideas for them and then I think we get wrapped up. So I think people are going to What am I to talk about for 30 minutes? First off, those have to be 30 minutes. That’s just a number I think we throughout I’ve seen podcast at 10 minutes or 15 minutes and all the that it just needs to be consistent, right?

00:22:16:14 – 00:22:30:14

Unknown

So I’m going to go I’m going to spitball. It’s doing like a branding session. Just be fun. Let’s think about some ideas you can have now. Personally, this is my opinion. I don’t know if it’s right or wrong. It’s fucking right. Damn it.

00:22:30:16 – 00:22:55:22

Unknown

I would deem the podcast to your personal brand. So for example, let’s just say just Guy came in, I branded him a while ago and he comes to mind and he used to rescue dogs. So every house he sold, he would sponsor a dog. So my podcast would probably be called Man’s Best Friend or at best something backyard like who’s to say the San Diego Dog House or something like that, right?

00:22:56:02 – 00:23:18:24

Unknown

So I would theme it towards dogs, but every month what I would feature would be the best place to take your dog hiking, the best dog friendly restaurants because it’s still real estate So community. So you need to be a tour guide. But I would go after a dog like in San Diego, dog friendly shit in San Diego, like you need a theme it still and match it to your personal brand, if that makes sense.

00:23:18:24 – 00:23:35:24

Unknown

And I’ll give you guys a couple more because you can’t just be like, Here’s today’s market update. Here’s just a about because you’re going to go to Zillow and I’m going to get that information in 5 seconds. Looking at a graph, I don’t need to listen to a 15 minute podcast for it. However, a real estate agent or even a lender doesn’t matter.

00:23:35:24 – 00:23:57:04

Unknown

You’re still local community based. So as long as you’re talking about community, you’re always reminding people what you do for business. So let’s do another one. Let’s say somebody is a workout fitness health buff. We’ll say the same concept. I mean, do San Diego is where I live. If I was a health fitness and let’s just say that I’m all into working out well, I’m going to create a series.

00:23:57:04 – 00:24:18:03

Unknown

I’m going to publish once a month and every month I’m going to have a format. I’m okay. I’m going do the top hiking spots. I’m going to do the record setting healthy trends of the month, and then I’m going to feature and focus on all of the organic and healthy non-meat eating places. For example. As a matter of fact, I’d probably have some of those fuckers on my podcast.

00:24:18:03 – 00:24:38:00

Unknown

I’d interview them, but I’m steaming it out. Right? Does that make sense? You’re my talking too fast. Yeah. No. Yeah. No, that definitely makes sense. I could definitely see that aspect of video has to be your personal brand when you think about it. I mean, again, I know we touched on it briefly, but there’s like 2 million podcasts out there.

00:24:38:02 – 00:24:53:24

Unknown

Why? Someone to listen to your podcast over another podcast. You got to make it specific. If you’re going to start a podcast as a real estate agent, interviewing other real estate agents on how they became successful, because that’s been done before. What are you going to do with that to make it more interesting, what it’s going to be like in potatoes on it?

00:24:54:05 – 00:25:07:17

Unknown

I got a good one for a lender. What do you think this would work Well, so let’s pretend you’re a mortgage broker. What do you really fucking do for a living? You crunch numbers, right? You give people the lowest monthly housing payment. So what if you had a monthly show that was nothing about the best deals of every month?

00:25:07:19 – 00:25:25:10

Unknown

That would probably work. You can literally just you could literally just budget crunch and go like this is the best place the cheap. Basically you’re going to sell Like this is the cheapest place to go eat this month and feed a family of seven. So basically the biggest bang for the buck and you would have plenty of context that changes every month, right?

00:25:25:12 – 00:25:57:16

Unknown

So you just you deem it out per month. Think about Christmas like the best places to go buy gifts. Duh. And you could literally talk about and you could call it like budgeting San Diego. Yeah, exactly. And you’re making it specific to your location. It’s people now and then they and then, yeah, you’re just talking about that. And then you briefly mentioned, hey you know so and so lender that is episode we’re talking about this and then maybe put a spill halfway through the podcast if you’re looking for a mortgage looking to refinance, looking for your next house, you know, contact me, you know, then you go back to whatever you’re talking about and of

00:25:57:16 – 00:26:13:02

Unknown

the podcast. Thank you so much. Again, you know, if you’re interested buying a house, contact me something. Yeah, something like that where you’re at that point in your service, but people aren’t thinking of you as like you’re only trying to you know, you’re being like over salesy with your podcast. It’s not going to be like an infomercial for 30 minutes.

00:26:13:04 – 00:26:34:16

Unknown

Here’s the key, guys, is that your content doesn’t need to tell people what you do. It needs to remind them what you do. Big difference. I don’t know. And here, here, you know, my businesses, most people don’t, but I have a marketing podcast full of stuff that is marketing ever. And then once in a while I’ll slip you guys an offer, right?

00:26:34:18 – 00:26:47:21

Unknown

So like, if you don’t have to, you have to remind people what you do for a living. You’ll need a tailor. But he’s right. If you start talking about you should buy a house. And this is why, like no one wants to listen to a podcast about telling me why you should buy a house like that might be the most boring podcast I think of all time.

00:26:47:21 – 00:27:01:19

Unknown

You might win the Guinness Book of World Records with that one because you run out of shit to say in, what, three months? Yeah, Yeah, exactly. I mean, if someone wants to figure out how to buy a house, they can just go on Google tape and how to know how to buy a house. And I’ll probably an article for Zillow is right up there.

00:27:01:19 – 00:27:20:13

Unknown

They can go through it. All right, then. I had one. Actually. This is such a girl. She never took the concept, so I’ll be happy to share it. It’s a realtor and she had a really she wanted it. It would have worked. She’s never did it. And she she wanted to do a podcast nationally about the craziness of real estate.

00:27:20:15 – 00:27:41:02

Unknown

So what it was an interview story, but about the craziest shit they seen. So a haunted house interview for Melissa Listing Agent selling a house where someone got triple murdered in the house that like a waterfall, open up in the middle of basement. Like the craziest crazy stories really, Which was interesting. Like that one. I think that one had legs.

00:27:41:04 – 00:27:57:10

Unknown

Yeah, Yeah, I would agree with that. I mean, I’d. I’d be interested. I think we called it Humor House, if I’m not mistaken. It was I think we named the show Humor House and I think of it as years ago, Humor House. It was like it’s the funniest crazy things that real estate what they don’t show you like that would have been fun.

00:27:57:12 – 00:28:16:09

Unknown

But you see where we’re going, guys. It’s like you got to sort of like, think outside the box a little bit, right? And once you have that theme is a lot easier to create content. yeah. certainly. Definitely makes it easier. And then again, you know, you’re not just creating the cookie cutter content that everyone’s going out there and creating your again, everything’s going to be crowded.

00:28:16:09 – 00:28:43:17

Unknown

People are starting their podcast, The Pod people in your own Market already started the podcast again. What can you do to make yourself stand out against the crowd? And again, like we’ve touched on, this is, you know, some great examples. So we touched on what does that SEO value, social media content, brand authority, brand positioning folks, any form of media is good and there’s not really an option, I don’t think.

00:28:43:17 – 00:29:00:21

Unknown

I mean, you got to do media, whether it’s a podcast, whether it’s video, whether it’s this. I just think you have to do it forever. Why don’t you give us your final tips? Anything else you want to mention here? And anyone who’s struggling maybe with a podcast, should I do that? Should I do this? What do you what are your final thoughts?

00:29:00:23 – 00:29:18:19

Unknown

Yeah, I’d say one. Yeah. If you’re on the fence, should I start a podcast today? What’s the benefit of this? I guarantee you competition’s already doing it, already thinking about it. So if you’re not doing it, they’re going to be doing it and they’re going to be the ones to get the leg up. And then too, I find the number one reason people don’t start a podcast is a I guess it’s twofold.

00:29:18:19 – 00:29:35:18

Unknown

One, uncomfortable. And then two, not sure exactly what to do. Of course, it’s going to be uncomfortable. You’ve never done it before and there’s free YouTube tutorials out there. Or you can go on Udemy purchase of course, for like 20 bucks you you’ll learn exactly how to start your own podcast or you can outsource it again, Upwork five or different platforms like that.

00:29:35:18 – 00:29:55:15

Unknown

There’s you can look up podcast editing companies, there’s tons out there, podcast coaches, tons out there. So really no excuses other than you just again, coming over that anxiety and obviously it’s going to suck. You’re probably it’s like the first couple episodes are just going to be normal like on anything else. But the more times that you do it, the more comfortable you become.

00:29:55:15 – 00:30:09:16

Unknown

And think about like if you go into the gym the first time, you have no idea what to do. But then you go to the gym six months a year. Now you know exactly what to do. You know what weights to left, you know exactly how much to lift, what those weights exercises to do. Similar to like a podcast.

00:30:09:16 – 00:30:23:05

Unknown

The more that you exercise, the better you get. That’s yeah, I would say those are really the last two pieces of advice that other people are going to be doing. There’s going to be other realtors in your space. I’m just giving an example of the realtors. There’s only other ones out there that are going to be creating content.

00:30:23:05 – 00:30:41:21

Unknown

Either this you’re already creating content, so how can you compete with them and not fall behind? And then to start your own podcast, just you just got to do it. You got to be consistent with it. Understand it might take a little while, but you’re really going to reap the benefits at the end of the day. Yep. Anything you guys do in content creation, just know that you’re you’re always have to multipurpose the content.

00:30:41:21 – 00:31:02:03

Unknown

It goes create, distribute and then multipurpose. And as long as you follow that formula, I’m a firm believer that no matter what you do and form of media, it’s always going to pay off eventually because the most the biggest assets you have on anybody is your personal brand. It’s not your bank account. So personal brand is recession proof, folks.

00:31:02:03 – 00:31:22:07

Unknown

Remember that. So I appreciate it, dude. Great time. Why don’t you tell people where they could reach you if they want to learn more about what it is you do, don’t you? Tell them it is what you do. Sure. So we work with folks primarily like the real estate space to go out there and our services either get our clients booked on podcast, help them start their own podcast, editing their podcast, different things like that.

00:31:22:12 – 00:31:41:06

Unknown

But again, been in the space since 2017 and just been working with us. They can just check us out on our website. Podcasting. EW.com Just podcasting. Why are you dot.com? They want to get connected with me personally. Just check me on LinkedIn or Instagram under my name, cover all of them and happy to connect and chatter. Appreciate you, man.

00:31:41:06 – 00:31:57:18

Unknown

Thanks for coming on and thank you for listening to another episode of The Realest Stay Marketing Do podcast. Folks. Check us out. Check out our new software we have. If you’re looking to get in content creation, you need to check out referral suite. Referral suite. We help you script not get in the video side. We don’t help you script.

00:31:57:20 – 00:32:15:17

Unknown

We distribute your social content or we give you the content to create a social media video email and automate your direct mail each month so that you can take on the omnipresent channel approach Farming your database, your relationships. They stop forgetting what you do and they start remembering who you are and more importantly, sending you their referrals. So check that out at referral suite and thank you for listening to the episode.

00:32:15:17 – 00:32:35:24

Unknown

The rest of you are going to do podcast. We’ll see you all next week. Piece. 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. We make branding and video content creation simple and do everything for you.

00:32:35:24 – 00:32:47:00

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. We’ll see you next time.

Industrial Investing (Ft. Joel Friedland)

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Transcript:

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.

00:06:09:10 – 00:06:30:05

Unknown

What’s up? Ladies and gentlemen, welcome. Another episode of the Marketing Dude podcast. Folks, if you’ve been following last few weeks, the name of the game right now is thinking outside the box and doing things a little bit differently and opening your eyes to new things. There’s lawsuits, there’s all kinds of shit going on in the real estate industry, and whenever there’s turmoil like this, there’s also a lot of opportunity.

00:06:30:05 – 00:06:45:19

Unknown

But you have to be able to see it and take advantage of it because it’s during the shifts that the people from nowhere make big names from themselves, and the ones who are big names end up drowning. And I like to bring a lot of different perspectives onto the show. So I don’t know. This guy is from Chicago.

00:06:45:20 – 00:07:06:18

Unknown

This is two Chicago people in a row. So you’re welcome. There’s a reason why we’re fucking awesome. It’s because we work hard. Unlike the people in California. No offense taken. No, we’re there. We’re going to go out and introduce our guests today. We’re going to be talking about industrial real estate, industrial investing. It’s much different than what we’ve typically talked about.

00:07:06:18 – 00:07:23:15

Unknown

Don’t think we’ve ever had this on the show. So I’m excited to see where the conversation takes us today. So without further ado, let’s go out and introduce our guests. Mr. Joel, Fred Friedman. FRIEDMAN How do I want to say it? Friedland. Friedland okay, I’m all right. Sorry. I did see the land at the end. Well, how are you doing it?

00:07:23:15 – 00:07:43:16

Unknown

Say hello and now tell us a little bit about yourself. Sure. So I live in Chicago. I grew up in a suburb of Chicago called Highland Park. And when I was 22 years old, I graduated from the University of Michigan, by the way, two years there and before that, two years at San Diego State. So I love San Diego, where you live.

00:07:43:18 – 00:08:11:06

Unknown

Congratulations on your championship. Thank you. Thank you. Big deal. Yeah. Yeah, it was awesome. So right after graduating, I wanted to get into real estate and I thought, I’m going to get into residential real estate because that’s what I do. And a friend of mine introduced me to a family that owned a business called Podolski Podolski Family, and they owned 84 industrial buildings and we’re looking for a leasing agent.

00:08:11:08 – 00:08:39:13

Unknown

So and a property manager. So I interviewed them on a Thursday and I started on Friday. And because I was, I think, a pretty good interviewer. Interviewee they hired me right away and said in 1981 interest rates were 17%. They had 84 buildings, ten of them were vacant, and they wanted me to figure out how to do the lease up of their vacant industrial buildings.

00:08:39:13 – 00:09:08:21

Unknown

First of all, you have to understand what an industrial building is. An industrial building is is usually in the way they have industrial parks in every city and every town has them. In Chicago, there were 16,000 industrial buildings, but most people never even heard of it. An industrial is where warehousing takes place and distribution. So for today, the famous industrial tenant is Amazon.

00:09:08:23 – 00:09:47:01

Unknown

And but every store has a warehouse. Every chain, every restaurant chain has a warehouse. And then there’s manufacturing where every product if you look around in the background here at this place, everything the back in my background was made in an industrial building, manufactured or assembled. Your headphones, your hat, your microphone, your shirt, the computer, everything. An industrial, therefore, is really the backbone of the American economy as far as supply chain, logistics and creation of products.

00:09:47:03 – 00:10:08:18

Unknown

I knew nothing about it. So it started out as an industrial real estate agent. I didn’t even have a license. Did you ever need one then? In 81. yeah. yeah. And the Podolsky said, You need to go get a license. You’re going to act as a broker. We’re not going to tell anybody. I think the statute of limitations is up from 42 years ago.

00:10:08:20 – 00:10:32:09

Unknown

So you’re you’re saying about a license. We’re going to find out if you’re even worthy of backing you and having you go out and get a license. So we’re going to see what you can do. So Mr. Podolsky, Steve Podolsky, who was my mentor, told me to get in my car and drive to industrial parks and look around and figure out what industrial is.

00:10:32:11 – 00:10:56:21

Unknown

And it was summertime and the weather was beautiful and I knew they had vacant buildings. So I drove to a town where they had a number of vacancies called Schiller Park. Where Airport? Yeah, I parked my car on the street in an industrial park and I just started going door to door to companies like big companies where they have 30 employees or 50 or 100 employees.

00:10:56:23 – 00:11:19:05

Unknown

And I walked door to door into each building and I’d walk in. And at that time there were receptionists. There’s always a receptionist. They were the people who answered the phone and greeted people. And I’d walk up to the receptionist and I’d say, Who do I talk to about whether you guys might want to move your company to a building that’s available a block away?

00:11:19:07 – 00:11:46:01

Unknown

And I had a stack of fliers with me that had the pictures of the buildings and all the specifications, and by doing that, I actually found tenants who were looking to move. It was a really rough time though. In 1991, there was a really bad recession. It was similar to how it felt in 2008. Yeah, real bad. And people who aren’t as old as I am don’t remember that because they weren’t there.

00:11:46:03 – 00:12:12:01

Unknown

And then there was another recession, by the way, in the early 1990s, 1990 and 1991. So I’ve been through these cycles and I learned that when that first job, that when things are bad, you have to work harder. You have to talk to more people and you have to find more opportunities by just having total perseverance. And after being an agent for the Podolski, I became a tenant rep and a buyer rep.

00:12:12:01 – 00:12:50:21

Unknown

As a broker. I got my license and I represented tenants. I had some really interesting tenants that made products that, you know of that are out there, your microphone. Is that a Sure this is an idea actually, it’s such a good question. I think this the at 2100 is the one I originally had, but I bought new one same model or not also sure sure as a microphone company and I’d say they they take they’re a major part of the microphone market and I call on them because they were in Niles, Illinois, and that’s where one of the Podolski buildings that was vacant was located.

00:12:50:23 – 00:13:09:10

Unknown

And I actually stopped in and I talked to them and I said, Hey, how would you like to move to the warehouse That’s about four doors away? And they threw me out. Yeah, I got thrown out of a lot of places. I one place I walked in and there was no reception. So it’s just this guy chomping on a cigar at the desk by the front door.

00:13:09:10 – 00:13:51:05

Unknown

And I said, Hi, I’m here to see if you might consider moving. He says, Go buy, get out. Yeah, there was a lot of that. So I was just I was a perseverance machine as an agent. And then about nine or ten years in, I decided it was time. Maybe to start investing in industrial real estate. So I put together a syndication, my first one and I raised $560,000 and $20,000 chunks from people that I knew from my family locally, from building relationships with clients who were tenants and owners of companies.

00:13:51:07 – 00:14:16:16

Unknown

And we did the first deal, we did the second deal, and now we’ve done 100 industrial real estate acquisitions. So syndication, what would you say would be the pros and cons to it as opposed to syndicating multifamily? Because I know a lot of a lot of people are very familiar with, if you’re not familiar syndicator, multifamily goes watch like 20 shows on this podcast or just just look at Grant Carter like it’s all over the place, right?

00:14:16:18 – 00:14:41:24

Unknown

So what’s the difference between in Yeah, walk us through the pros and cons like why industrial over multifamily? Because I would, I think the email is this or is this like the the sleeper cell here because everyone saying, industrial office like people are commercial real estate investing sounds scary right now in the general public. So industrial is the hottest asset class in real estate right now.

00:14:42:01 – 00:15:13:16

Unknown

And the reason is because the Internet has caused a need for warehouses, because every time a store sends a warehouse opens. Also, there’s a lot of political trouble with China and a lot of products are made in China for American companies and companies who struggled with supply chain issues during COVID and still are. And some of the problems between the United States government, the Chinese government, because we’re mad at them for stealing our stuff, Right.

00:15:13:18 – 00:15:39:13

Unknown

And for not playing fair. A lot of companies that used to make products in China are now bringing it back to North America, and that’s called reshoring. So the two trends, the Internet and reshoring have made industrial the hottest. And it’s interesting you say that, cause I just spent a week in Chicago for Christmas and my folks live on the South Side near Joliet and Crest Hill, Romeo Ville area.

00:15:39:15 – 00:15:59:00

Unknown

And literally since the last time I’ve been home to the time I was there, I can’t tell you the amount of warehouses from Amazon Target just moved in on Weber Road. Well, Wayfair is right there. Like there’s just a tremendous amount of warehouses and they’re not very expensive to build. So just like a big vanilla box essentially. And then there’s a big box.

00:15:59:00 – 00:16:19:00

Unknown

They’re big boxes, they have little boxes, they have tall boxes, they have short boxes. Some of them have a lot of loading docks for trucks. Some of them just have a few loading docks. Some have a lot of office on one end. Some have almost no office in the middle or on the end. But here’s what’s great about industrial that people don’t know.

00:16:19:02 – 00:16:47:19

Unknown

And I’m not trying to say, Hey, everyone get involved in my business. But when people hear this, they really like it. The cap rates are higher because everyone’s in residential. So the competition in terms of demand or investments in multiple family, you can find thousands of people who do multifamily work. And if you look at every podcast, there’s only three or four industrial podcasts.

00:16:47:21 – 00:17:11:06

Unknown

Yeah, I get I get pitched for like real estate investors for this show. Like I get like three a week. It’s nonstop is just like a guru every like minute, like popping up. Yeah. So the yields on multifamily because everybody’s cramming in and there’s too many people in it are running somewhere in the neighborhood. It’s been is depending on whether it’s on the coasts or whether it’s somewhere in the middle of the country or whether it’s Nashville.

00:17:11:08 – 00:17:44:24

Unknown

Yeah, but the yields, if you invest in a multifamily deal or anywhere between five and six and a half percent and in my industrial deals, I wouldn’t take less than 8% of my life depended on it. I’m not interested in that. And there’s a reason for that. It’s because it’s riskier. Usually we buy single tenant buildings. If you have a multi family complex with 300 units and you have ten vacancies in a month, you still can pay your mortgage.

00:17:45:01 – 00:18:09:17

Unknown

Well, we’ll get into mortgages because that may not be true as rates have gone up, but there’s less risk because there’s diversification inside of that one investment with industrial, if I have a tenant and let me give you an example. Comcast was a tenant in one of my warehouses. They have to keep their equipment somewhere and the cable guys have to pick stuff up and they have to drop stuff off at a place to park their vans.

00:18:09:19 – 00:18:37:16

Unknown

Single tenant If Comcast leaves, I’m 100% vacant, but in the meantime, we own that building for 15 years, and by the 15th year our return was 32% yield per year because it went up every year. That’s the other thing about industrial. We have generally built in escalations every year. And here’s the third thing. That’s that’s maybe the best.

00:18:37:18 – 00:19:03:01

Unknown

We love manufacturing buildings. We love buildings where people have equipment and they put racks up. They can’t leave. I was going to say it’s like golden handcuffs. It’s expensive to leave once you do it. Yeah, they can’t go once once they’re in, especially manufacturers, because they bring in, let’s say, 30 machines into a 30,000 foot building and it might cost $50,000 per machine to move.

00:19:03:01 – 00:19:32:07

Unknown

It would cost over at least to move. So they just stay and stay and stay. So you’ve got higher returns. You’ve got automatic annual escalations, you’ve got this long term type of tenant. And one of the great things also about industrial is they’re really easy to manage. So if you’re if you have 100 units, yeah, no one’s calling you, no one’s calling you to unclog a toilet.

00:19:32:07 – 00:19:53:14

Unknown

They’re no we have what’s called now. That’s right. What’s called net leases and net lease is where the tenant pays everything. It’s what I say to a tenant when they walk into one of our buildings, the potential new tenant, and they say, What are we responsible for? My answer is this It’s very clear. It’s as if you own the building, except you don’t own it.

00:19:53:14 – 00:20:16:05

Unknown

You pay rent instead of owning it. And what I’m saving you is not having to invest the down payment. It’s our money that’s invested and you don’t have to get a mortgage and you don’t have to worry about paying all the the things that are behind the scenes that I do. But you pay for the mowing the lawn, you pay for the trimming of the bushes, you pay for the parking lot to be maintained.

00:20:16:05 – 00:20:38:24

Unknown

If it’s Chicago, you pay the snow removal, you pay the taxes, you pay the insurance, you pay the plumbing problems. Everything sounds like a pretty damn good deal for a landlord. It is. So we love being an industrial landlord because our tenants pay everything. So, you know, it’s it’s the best kept secret. That’s not a secret is an industrial is a fantastic asset class.

00:20:39:01 – 00:21:09:23

Unknown

But the reason that it’s difficult is because individuals are afraid to invest in either a 100% occupied or a 100% vacant building. That’s why so many syndicators do multifamily, as opposed to what I imagine the acquisition strategy is going to be a little bit different in in in industrial versus multifamily. So if I was if I were syndicating multifamily, I’m looking for value highest and best, something that’s partially occupied probably right.

00:21:10:00 – 00:21:26:24

Unknown

I could go in there, still have some cash flow, fix up some of the places and then increase the cash flow over time and then, you know, stabilize it and then exit in five years or so. What would you it sounds like an industrial. Are you already having the tenant located before you go out and invest? This is first one.

00:21:26:24 – 00:21:46:02

Unknown

As a personal investor, do you have your tenant located before you go out and buy the industrial building? They’re going to lease first because that seems super safe. If that’s the case, yeah, I’ve got a really strange niche. This is the most bizarre thing you ever heard because this is sort of like you’re being a a voyeur in someone’s conversation about something that really happens.

00:21:46:02 – 00:22:17:09

Unknown

The background that nobody knows about unless they’re wealthy families, own businesses. The reason is Grandpa started the business like I’ve got a company that makes fruit juice concentrate in two of my buildings in Chicago, right on the Chicago River at Belmont Avenue, very close to Western Avenue now, right here, That’s a it’s a beautiful location on the river where one day we think the industrial buildings will be torn down and maybe, Yeah, it’s going to be all lofts.

00:22:17:11 – 00:22:41:08

Unknown

Yeah. Condos overlooking the river with a water feature. Right. I actually had a lot of listings at 2911 Northwestern, and that’s like the only loft building on the river. I know exactly what you’re talking about. It’s such a beautiful location, and the tenant’s been there since the 1990s. But let me explain what happens. Grandpa was in the fruit juice business in Melrose Park with his brother.

00:22:41:10 – 00:23:15:11

Unknown

The brothers had a fight, so they sold the business to get rid of each other. And Grandpa went and started a new business doing the same thing that he knew how to do, which was make fruit juice concentrate. The first company was called home Juice Company, very big company, and they’re still around. But this family sold it. The grandpa and the son and the daughters started a new fruit juice company in Chicago near where they lived and built it up in a nine years.

00:23:15:11 – 00:23:43:06

Unknown

They sold it to the Rockefeller and the Mellon family that had a private equity group out of New York. So they sold that for millions of dollars. But the building was still there and the family still owned the building and the private equity company didn’t want the real estate. They hate real estate. They only like operating companies that they can throw some fairy dust and fix them up and hire some people and make some profits and then sell it again.

00:23:43:08 – 00:24:18:09

Unknown

So this private equity group bought it from Grandpa and the kids. And what happened next was even more fascinating. The company that bought their company sold their company to a group called Hutchins, which is a conglomerate that owns 400 stores and seven companies. But who’s the landlord? The family is still the landlord. So grandpa dies. Now it’s the widowed wife, smart, and the three kids and they want to get rid of the building and get rid of each other.

00:24:18:10 – 00:24:48:11

Unknown

They no longer want to be tied together after all these years. So I find families that used to own the business, that now own the building where the tenant who’s in there is the company that they started and don’t own. Wow. It’s a crazy niche. Yeah, I’m buying a building right now from a family who started a business that makes telephone emergency telephone posts.

00:24:48:13 – 00:25:13:16

Unknown

You ever go and university campuses and garages? Yeah, Like the little yellow phone. Yeah. So it’s called Top of phone. It was started by Grandpa. The kids never went into business. Grandpa had a partner. The partner had no kids in the business. So the two older guys in their seventies and eighties sold the business to a private equity group.

00:25:13:22 – 00:25:40:09

Unknown

And now the family’s on the property and they want to get rid of it and no longer be partners with each other. So let me ask you a question on that. That’s interesting and I just want you guys listening. Just the principle he just outlined will apply to anything. It’s not just like industrial, like, you know, he’s developed a niche and I’m guessing you developed that type of you figured out who that avatar was probably after you bought your fifth or eighth building or something, you’re probably like, Wait, hold on a second.

00:25:40:09 – 00:25:55:08

Unknown

Like, you’re realizing that, right? And it’s no differently for you guys. Like look at your own last five closings. You had your last five listings. Where are they coming from? Because people don’t double down ever. They never focus in because we’re like squirrels, right? Everybody just goes. We cast a wide net because we think we should be relating to everybody.

00:25:55:08 – 00:26:19:00

Unknown

But the riches are always in the niches, aren’t they? Yeah. And Chicago, because we’ve got 1.5 billion square feet. It’s a gigantic market. Yeah, it’s, it’s centralized. So we have, you know, we have rail, we have highways running everywhere. So it’s in the middle of the country. So every industrial company has to be here and wants to be here in Chicago.

00:26:19:02 – 00:26:47:06

Unknown

And so our niches laser focus only on Chicago, knowing the market inside out, knowing the tenants, knowing the building owners and knowing all the industrial brokers. There’s 300 industrial brokers in the Chicago area. And that’s a lot. That’s a lot. And all of them are experts and most of them are fantastic. And so they give us all of our data, our information, because they’re in the market every single day.

00:26:47:06 – 00:27:27:14

Unknown

So we talk to the brokers every day. And what we do that’s really bizarre is we buy these buildings all cash and no mortgage. So it’s it’s different. You syndicate every building you purchase. Is everything always syndicated? Are you buying up your own funds now? Yeah. Yeah. And three out of every four are no debt. And the reason that we do no debt is because I’ve been through the cycles and right now I have friends who are being so badly hurt by what’s happened with interest rates at some floating rate debt and they have locked in rates yet and now the rates are super high and tenants during COVID, if it was not an A

00:27:27:14 – 00:27:47:12

Unknown

property, if it was a B minus or a C property, tenants couldn’t pay and then they told their neighbors they weren’t paying and then the neighbors didn’t pay rent. And so then 20% of all the tenants are paying rent, plus rents aren’t going up, plus the mortgage doesn’t make sense and it comes up for refinancing and so debt kills.

00:27:47:12 – 00:28:12:23

Unknown

But listen, there’s two things about debt. Either you become rich because you use debt when your timing’s good, when rates are low and when cap rates keep going down. But when cap rates go up, interest rates go up, Refinancing difficult. Having debt can be you know, I say debt of debt is death. Debt is death when things go against you.

00:28:13:00 – 00:28:34:07

Unknown

However, when it goes for you and in it, you happen to be in a lucky period where debt works, you get rich. So like look at the rate which are 2% in the last market. If you got it, would you do it at a 2% rate? No, I would not go cash. What would be your look? What are the costs of maintenance for an industrial building?

00:28:34:07 – 00:28:59:07

Unknown

Like if you have a debt free, what’s your what’s your liability there? What’s your exposure. Ten. It pays at all. Yeah. So is there any is there any. So you don’t really care like it doesn’t matter that the market could crash tomorrow and you’re still insulated. I right now I’m feeling so comfortable that we we may be stupid because we can’t get rich, but my investors are the kind of people who don’t want to lose their money.

00:28:59:07 – 00:29:20:07

Unknown

They’ve already made a lot a lot of these family businesses that have sold that. I buy buildings from there. The same kind of families that invest with me. The members are already wealthy because grandpa started a company and the son came in and ran it and sold it for $300 million. And now to them, a small investment is 2 million or 3 million.

00:29:20:07 – 00:29:45:23

Unknown

So I have our minimum investments, 25,000, because not everybody is that rich. But we we really have a a network of wealthy people who love our stuff because there’s no debt and they feel safe. Yeah. But they also know that if they want to gamble, they can go to other people. Someone who’s in multifamily with a lot of debt can make a lot of money.

00:29:45:23 – 00:30:07:24

Unknown

So so I’m not saying and everybody should put all their money in something that has no debt, that’s industrial, that’s got a higher risk profile when when a tenant leaves. But most tenants do stay for an average of 18 years in our buildings. What’s a year is this? This is long term hold. You have like a five year exit strategy or anything like this, or you want to hold these and you want hold these forever.

00:30:07:24 – 00:30:26:24

Unknown

And this is just mailbox money. Yeah. And if someone wants to get their money back, I have enough investors that I introduce party to party B and I have them talk to each other and one buys the other one out. We do that about, you know, three or four times a year. Someone calls me and says, Hey, Joel, I need my money.

00:30:27:01 – 00:30:49:00

Unknown

I’m here in California. I’ve got a son who’s struggling and I need to buy him a condo because I’ll never have a job. And, you know, I need to get my million out. So I introduce Jim in California to Steve in Boston. And Steve says, I know it’s worth a million, but I only pay you 900,000 for your investment.

00:30:49:02 – 00:31:11:16

Unknown

And so Jim says, okay, make it 950. So that’s called rule 144. From a security standpoint, it’s not selling securities because I’m not offering it to the public. It’s when one party buys out another party. And so rule 144 is how people get out. But when they get in, I tell them this we’re long term holders for a good reason.

00:31:11:18 – 00:31:30:07

Unknown

The rent goes up every year, the tenants stay. And how do you replace when we find a great building like the the Tampico fruit juice building on the river, how are we going to find a better building than that? Why would you got a lot of money and you have an exit strategy too. So you’re right. Someone in that location will eventually pay.

00:31:30:07 – 00:31:51:24

Unknown

I need the developers in the condos. Yeah, and you could review it at the time. You know, it’s an option. We have a seven year lease with Tampico, so they’re there for seven years from the purchase and there’s one next question. What’s a typical what kind of lease terms are favorable in this when you when you especially out an acquisition like and you have a new tenant coming in, what is the standard like?

00:31:51:24 – 00:32:12:04

Unknown

What’s the what do you typically look at for something like that in terms of what lease terms like time, length of lease, specifically, our average lease is seven years, a new lease with a new tenant. The seven years when we buy a property, sometimes we get three or four years that are left on an a longer lease that’s already burned up a little bit.

00:32:12:06 – 00:32:31:07

Unknown

So the risk is the tenant. The risk is look is analyzing the tenant and accepting the right one, because if they go out of business and it’s manufacturing, I’m trying to get them the hell out of there. yeah. And I have I have nightmare stories that I get about getting rid of tenants. And you’d be surprised at who the bad tenants are.

00:32:31:09 – 00:32:47:21

Unknown

The worst tenants are the automotive guys. They’re they’re tough guys. They have to be because people don’t trust them. Hey, you’re telling me something’s wrong with my car or my truck and it’s not really wrong and you’re lying to me. And then they charge them a lot and then they don’t want to pay them and they have to wait to get paid.

00:32:47:23 – 00:33:27:03

Unknown

So the automotive guys are the most difficult. And actually, of the five tenants that I’ve ever evicted out of hundreds and hundreds of tenants, three were auto guys repair either body shop or repair guys. One guy right now was not paying rent. I love the guy. He’s a great guy, but he does custom painting wheels. Like if you buy a really fancy BMW that’s all souped up, you might want the the wheels, which are really nice too, to be like a metallic blue, right?

00:33:27:04 – 00:33:41:05

Unknown

Yeah. So he does the painting of those wheels. And I talked to him this morning and I said, Look, you’ve got to get out of the building. You owe me three months of rent. And I said to my son, I work with my son and I have them come over to your house and paint all your damn wheels.

00:33:41:07 – 00:34:00:07

Unknown

No, no, he is right. 7000 a month. It’s a little building. His rent, 7000 a month. Plus he pays the insurance, taxes, the maintenance. He hasn’t paid anything for three months. So this morning I was on the phone with them and I said, You got to get out of the building. We’re going to evict you. He says, okay, okay, I’ll pay.

00:34:00:07 – 00:34:15:10

Unknown

I’ll pay. Hey, you know, we had to get tough. We don’t do that. We are really good to our tenants. Yeah, but he hasn’t paid rent for three months. I have to take a stand. So just a final question in that scenario, because there’s no debt on the building, who cares? You know, there’s no risk like the investors might not.

00:34:15:10 – 00:34:36:02

Unknown

I mean, there I mean, you obviously care, but there’s not like, holy crap, we’re losing $20,000. Are you just not generating cash flow? No, actually, it’s worse. How do you know? I guess because he’s supposed to be paying the taxes, insurance and maintenance. God. And consider those. Right? So the building’s a little tiny building. It’s 10,000 square feet.

00:34:36:04 – 00:35:01:24

Unknown

The taxes, insurance and maintenance all together. All of that is it’s probably $40,000 a year, which is four bucks a foot. But that’s $3,000 plus per month. So he owes 9000 in expenses that we have to pay. If he doesn’t pay it, plus the rent that we don’t get, you know, thank God we don’t have a mortgage and nobody to our neck because banks have no sense of humor.

00:35:01:24 – 00:35:19:08

Unknown

You have to pay them right at a mortgage. We we’d be gone. my God, How are we going to pay the mortgage? The guy’s not paying the rent. But here’s what’s happening. I told the investors that we have a projected return of 10% on their money. So if someone puts in 100 grand, they’re going to get ten grand a year.

00:35:19:14 – 00:35:40:09

Unknown

We pay it quarterly, so they get 2500 a quarter. And I had to explain to them at the end of the year, this past year, why they didn’t get their distribution at the full amount. And so how long is this going to happen, Joel? I mean, I put 100 grand with you so I could make the 10,000 a year.

00:35:40:15 – 00:36:04:20

Unknown

Yeah, didn’t make 5000 this year. And by the way and to, to release it, I have to pay a brokerage commission probably to an industrial real estate broker who brings a new tenant. Chances are I have to do a paint job in the office, maybe carpet the office and any little things. And by the way, they may ask for a month or two of free rent is a concession to sign a five year lease and say it’s going to take me time to get set.

00:36:04:20 – 00:36:23:08

Unknown

I need some free rent. So retesting is expensive and not collecting is bad. But can you imagine how awful it would be if we had a mortgage? Yeah, that would get ugly. Do you always. Why do you locate the tenant first, or would you buy something with an existing tenant in there and let’s say their leases up in two years?

00:36:23:10 – 00:36:46:08

Unknown

We do all of that. All that we bought buildings with one year left, with two years left, with five years left with seven. My preference is to buy a building that’s got five or seven years left. It gives us a lot of time to do a lot of things. Sure, Yeah. Very interesting, Joel. I like it. Any other.

00:36:46:09 – 00:37:15:11

Unknown

What would you tell someone listening right now? Just sort of thinking about, you know, maybe they’re looking at there’s a lot of people making career shift within real estate right now. I think you sort of made a good claim, at least a good pitch for the industrial industry here today. Yeah. Yeah. The other thing I’d like to say is that I love real estate, and in 42 years of career in real estate, I have been so lucky to build these relationships with investors and tenants.

00:37:15:13 – 00:37:38:21

Unknown

It’s all about the relationships and that’s really the main thing. And I’ve heard you say that. I’ve heard you say that. I’ve listened to you say that that is your main thing. Yes. It’s agree with it and it makes sense. And I’m completely on board with all that matters, is taking care of your people and making sure that you care about what’s the old saying is Dale Carnegie, Nobody cares how much you know until they know how much you care.

00:37:38:23 – 00:37:59:24

Unknown

Yeah, all of that. Good way to end it. That’s right. It doesn’t. And this is a relationships and anything in life. I mean, I can’t tell you without relationships. There’s nothing there. And speaking of relationships, for these guys who are listening, you need to check out my new software referral suite, because that’s all it does. It helps you manage, nurture and stay in front of those relationships so they stop forgetting who the hell you are.

00:38:00:01 – 00:38:14:03

Unknown

Because regardless of what business you’re in, you have to maintain those relationships. So nobody hires the person they don’t feel comfortable with. Everyone hires the person that they’re recommended to they know personally or that they’ve used in the past. And if they are a stranger and they don’t know that person, trust me, they’re doing a little bit of recon on you.

00:38:14:08 – 00:38:30:13

Unknown

They’re looking online and they’re asking people about you so called lead generation, at least in the real estate business. It’s so highly relationship based. It’s a big investment. So people can do that with someone they know they can trust. Awesome. Dude, I appreciate you having coming on the show. Love having fellow Chicago people on and thanks for sharing your insights.

00:38:30:13 – 00:38:47:12

Unknown

I’m going to actually check out a lot more industrial stuff. You open my eyes are to a lot of different ways to look at that and look at it from this point of view. But you opened my eyes in a different light. So I appreciate that. Thanks for listening. I will see you guys next week and another episode of See you then and A’s.

00:38:47:15 – 00:39:11:13

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 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.

00:39:11:17 – 00:39:14:12

Unknown

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

You Cannot Be Online WITHOUT Retargeting Anymore (Ft. Stephen Whiting)

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Marketing is everything, and big part of that is ads. I know, it’s a confusing subject, but we are gonna break it down for you. Today, Stephen Whiting joins us to discuss retargeting, potentially the most important thing you can do for your brand.

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Check Out Street Text

Transcript:

What’s up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast and welcome. What we going to chat about today is how to follow people around the Internet. Have you ever been shopping? Maybe if you’re a woman, you’re shopping for shoes. I know you are. Don’t lie to me. And if you are, that shoe started following you all over the internet.

00:08:42:18 – 00:09:03:19

Unknown

That’s called retargeting. If you’re dude, man, I know maybe you’re looking at an ax throwing shit banger golf simulator, whatever the hell it is, but also that thing’s following you all over the internet. The reason why remarketing is so important is not is because you are not that important. And people might see you, they might interact with you, they might message you once, they might visit your website.

00:09:03:21 – 00:09:22:10

Unknown

But it is such a busy world that literally they’re going to forget that they were even there 24 hours later and no one converts on the first touch, much like your significant other did it either. You made her laugh, you dated her, you bought her flowers. I don’t know what you did, but you did something. And it happened over multiple touches and eventually you won him over.

00:09:22:12 – 00:09:38:13

Unknown

That’s sort of the idea here with retargeting. And what we’re going to be chatting about is that how do you get more of your content seen? And then more importantly, how do you make sure it gets to them? Because a lot of people just make but also making content. And if you’re not running ads well and your content isn’t good organically, well then how is anyone going to see it?

00:09:38:13 – 00:09:56:16

Unknown

So we’re going to solve all those problems on today’s episode. And without further ado, I want to go ahead and introduce our guest today who is the CEO of Sweet Street Text. Right. Thank you. And Mr. Stephen Whiting, he’s really cold right now because he’s like in the thunder, like, I think he’s like an Antarctica or something. But welcome to the show.

00:09:56:16 – 00:10:14:10

Unknown

Why don’t you tell our listeners hello and say tell us a little bit about yourself, what you do. Thanks, Mike. I’m super excited to be here. Yeah, big Arctic front just blew in and the office is freezing. So if it sounds like I am, my teeth are clattering. They most certainly are, yes. So my name is Steve Whiting, as Mike mentioned, CEO of Street Techs.

00:10:14:10 – 00:10:40:09

Unknown

So we make it really, really easy to run effective ads on Instagram and Facebook to generate leads. That’s kind of been the main thing that a lot of people know us about. But what they don’t really know behind the scenes is that to be successful on those platforms, it’s really about building up the content, the no lack of trust and having a lot of rotating content that’s going to warm people up and help you convert those leads because you know it’s top of funnel and but the industry is changing.

00:10:40:09 – 00:10:58:12

Unknown

You know, a lot of businesses, things are changing in the marketplace. And if you understand the concepts that will go through today and you can put implement them into your business, it’s a complete game changer. You go from trying to win business to people like literally thinking of you as a celebrity by the time you walk in and have that listing presentation.

00:10:58:12 – 00:11:13:10

Unknown

Yeah, it’s sort of weird. If you do a version with video, you’re like, You watch that. Wow, it’s crazy. I know you actually watch that. But yes, people will watch your stuff. But here’s the key. Guys know like and trust because no one hires a stranger, especially when they’re selling like the biggest asset that they’re ever going to use with.

00:11:13:12 – 00:11:29:24

Unknown

But here’s here’s my I don’t think you could be online without retargeting today. What’s your opinion on that? Yeah, I agree. We actually even say it’s probably one the first things you should do. You’ve got a website, you know, you’ve got, you know, maybe even you know, you do open houses, you collect names, numbers, you put them in your database.

00:11:30:05 – 00:11:51:22

Unknown

If you’ve got nothing to stay in front of all of those people automatically, then you’re just missing out. They’re going to forget who you are. So really what you should be doing even before you leave you generate leads is you should actually have a bunch of content that’s out there that when people hit the website or they see something of yours for the first time, you’re now circling around them or sticking around them and showing up in all the different places they show up with.

00:11:51:22 – 00:12:13:14

Unknown

Remarketing content and remarketing can seem like a big, complicated process, but it’s really not, you know, and it can be done quite simply. There’s just a few key audiences that you need and a few pieces of content that you need that are like staples, and then you can just build from there sites and simple and you guys, why this is like really important is think about it’s got a real stakes.

00:12:13:15 – 00:12:32:04

Unknown

I think when people get out of their business it’s easier for them to that’s how it applies to mine. So let’s just pretend we were, I don’t know, booking a vacation. I was doing something, I think a Travelocity or something like that. One of those sites I was looking for different or maybe was VR bio, something like that was looking for different timeshares type stuff.

00:12:32:06 – 00:12:56:20

Unknown

Anyways, I forgot I was looking at it until I saw it again on like Google. Then I saw it again on Instagram and I saw it again on on Facebook. And I didn’t click and engage back in until 930 at night when I actually had the time to do so. You know. So one of these things that I want to start with on this first is just the importance of creating just organic content to sort of go hand in hand with your remarketing content, right?

00:12:56:22 – 00:13:14:17

Unknown

And what happens in today’s world and I’d like to get your opinion probably you have way more data on this than I do. But I think when people make a buying decision, whether it’s a couch, a vacation, a piece of a house or fucking mortgage, that they go to that guy’s Facebook page first because that’s almost become today’s resume.

00:13:14:23 – 00:13:35:16

Unknown

So to give you an example, I had a guy on yesterday I’m learning about on these podcasts and he has a video pinned to the top of his IG and it’s him shooting a gun like an AK 47. Like he’s like total, like roughneck. It’s part of his brand, right? But that one video converts everybody for him, right?

00:13:35:16 – 00:14:07:05

Unknown

And it’s because people relate to it. So do you Here’s a question I sort of go around about. Do you think that the use in creating organic content in conjunction with remarketing is necessary, or can I just be remarketing? Yeah, if I kind of build in that on that, I think all the authentic organic content that you already create is perfect for remarketing, you know, I mean, you can have this is why I think people really over complicated.

00:14:07:10 – 00:14:33:09

Unknown

They sort of think about everything as a funnel. You know, you got to see this and then you got to see this and they got to see this. And you can do that. You can do it. But, you know, it’s like it’s truly the 8020 rule and probably more like 9010. What’s more important is that people see you recognize you, you know, they see a variety of pieces of content that kind of rotate over and they don’t it doesn’t even matter if it’s content designed to convert at all.

00:14:33:09 – 00:15:00:15

Unknown

It might just be something like you. Maybe you’re you’re in the neighborhood talking about some schools or, you know, things that you like in the community. But for just a dollar a day, as an example, you suddenly getting that content in front of the people that matter most to you. They’re in your database or in your community where before you know, you put that content out on social and it showed a few people, but then it kind of disappeared down the timeline.

00:15:00:17 – 00:15:15:19

Unknown

I think that’s the distinction, is that make sure that if you’re going to all the work to create this content, which is truly powerful, you want that scene and you should have it seen. And that Facebook and Instagram and all those platforms, like they’re more than happy to take your money, but it’s a lot less than you think.

00:15:15:21 – 00:15:34:11

Unknown

You know, when you’re running religion campaigns, you probably do spend a bit more. You need to make sure you get enough of, you know, enough sort of conversion events to make sure your ad is performing. But when it comes to remarketing content, a dollar a day goes a long, long way for a lot of for a lot. And most people don’t have enough large audiences to retarget.

00:15:34:11 – 00:15:52:05

Unknown

So like we’ve seen guys is like if you don’t have if your website doesn’t have a pixel that has at least like 2000 people on it, like you’re not going have to spend a lot of money on that, right? Same with like the engagement. Let’s go through the types of audiences that we’re retargeting because I think people get this confused.

00:15:52:05 – 00:16:19:08

Unknown

And would you mind walking me through your process and break down each audience and why? Like if I’m going to be okay, who am I retargeting? I am sure you get that question. I’ll type who who am I going to retarget? So let’s break down, who are we retargeting and why are we retargeting them? Well, ideally you want to retarget everybody right for the so like I’m talking to realtors right now, but if you’re a real estate agent, you don’t know when somebody is going to, you know, they’re going through a divorce or they’re thinking about selling or buying.

00:16:19:13 – 00:16:39:18

Unknown

You know, you have some of that communication, but largely you’re not inside of every one of your leads heads, you know, And so not to stop you, but a.k.a everyone you know. Yeah. Every exam, every relationship you have. Why what does it hurt? Because if you’re not thought of first, you already lost a game. Exactly. And there’s branding here.

00:16:39:21 – 00:17:09:07

Unknown

We’re talking about branding, brand awareness, branding, branding, branding, branding. And you know, it’s crazy is like I think a lot of people forget, like even in their database, if you’ve got a thousand leads in your database, it’s not even a thousand leads. Those leads know somebody, right? And so a lot of those people might have a mom or dad that are downsizing or, you know, they’re looking to get their they have a good friend that’s maybe going through something a big life event and there and that person to ask me within know any good realtors or good agents and you go you know like see all the time.

00:17:09:08 – 00:17:29:21

Unknown

Right. And so you need to I think from a branding standpoint, it’s a staple, you know, I think for a lot of people, too, you got to kind of take off. You’re a real estate agent and put on a marketing hat. And just like Darren Hard, he’s got this great quote, which is you don’t make money from the products you sell, you make money from marketing the products and services that you sell.

00:17:29:23 – 00:17:47:15

Unknown

And it’s a small but subtle distinction there. I think it’s really powerful, which is always think about how your marketing, you should thinking about marketing first and you will make money on everything else. And if you can be in front of everybody 24 seven and it’s not that hard to do to you will stand up from everybody else.

00:17:47:17 – 00:18:03:24

Unknown

And so I think that’s kind of like the first thing just to get in his head so we can jump into the audiences. But ideally, from a branding standpoint, it’s going to be a lot cheaper than branding on a bus ad or a billboard ad or something else. You know, if you’ve got a head to pieces of content, you’re rotating those automatically.

00:18:03:24 – 00:18:25:01

Unknown

I mean, our system can obviously help do that. But at a dollar a day and or maybe $2 a day, depending on the size of your audience, and of course, it can go bigger, but you can see that, you know, the system will help you make those decisions. So helping your audiences. But first, think of everybody, everybody, your database, everybody on your website, and then everybody that’s engaging with that content.

00:18:25:03 – 00:18:42:24

Unknown

So, for example, if people are commenting, liking, maybe clicking on your ad, some of your ads, but not really becoming a lead or maybe checking out your website, you sort of want that wiped in that net. And then what’s cool about it is it’ll start to grow as more people engage with more and more of the content, it gets wider and wider.

00:18:42:24 – 00:19:01:20

Unknown

And that’s why people that you see online that have you just seem to see them everywhere all the time. They are organic. Content is performing really well, their pay content’s performing really well is because expanding and expanding and expanding, you know, over time and it doesn’t happen overnight. And I think that’s where a lot of people stop is like, I want this to happen tomorrow.

00:19:01:20 – 00:19:19:17

Unknown

Like we’ll have people will shoot a video for it’s like their first video on their YouTube channel and they’ll be like, everybody calls you dude, you don’t have a gentleman like your first video got, you know, chill out. You don’t get a six pack on your first workout either. You need to like got to it takes time. You got to massage it.

00:19:19:17 – 00:19:43:18

Unknown

You have to build the brand. You got to turn it into a six pack. You need to be chiseled. It needs to be worked on, it needs to be strengthened. It needs to be conditioned. And the only thing that can do that is content. Yeah, from a branding perspective. Question on Yeah, sorry, go ahead, Mike. On the and just to clarify for you guys listening, so we’re saying we want to put ads, we want your face to appear in front everyone who’s ever visited your website and yes, you need a damn website.

00:19:43:18 – 00:20:00:22

Unknown

You’re in business. If you don’t have a website, you don’t have a business, you’re just a salesperson chasing the check and don’t use the brokers page on their brokers website because that’s terrible. You have to build your own website if you want to build a business. Sorry, no, I lost my train of thought. I got pissed off about these websites.

00:20:00:24 – 00:20:17:14

Unknown

people who have engaged with your stuff. So if someone saw one of your pieces of content, you could retarget people who’ve watched a certain percentage or of a video. For example, or who have like commented and also your database, you can upload your list of people, your friends, your family could upload your wedding list. That’s the best, that’s the best one to retarget.

00:20:17:16 – 00:20:41:04

Unknown

But costs this is a lot because there’s not a lot of people there. Right? But what type of content? Because I think people are stuck being like, what do you mean they’re going to they’re not just going to assume I’m in real estate, Like they overthink this piece. So I want to see what you in terms of content that performs the best, whether it’s engagement, lead generation, whatever, just let me know what what kind of content am I going to remarket myself with?

00:20:41:04 – 00:21:06:00

Unknown

Stephen Okay, so let’s that’s a great question. And also I get a little bit technical here. We’ll dive into one of the things that our system does really well is we aggregate all of the data on specific types of content. So if you log in to our system, you can actually see how different types of content is performing and if you’re if you focus a little bit more on the Legion side, you can even see what agents are running across North America, what they’re paying for, leads, etc., within the system.

00:21:06:00 – 00:21:29:08

Unknown

And so that’s pretty powerful. But one of the things that I didn’t realize when we really got heavy into the remarketing side is I had a lot of assumptions about what type of content was going to perform really well. So for instance, I did not think that if we marketed content that was lead gen like sort of would focus on getting leads, especially since you already had that, that it leads to probation, that it would work and actually works really well.

00:21:29:10 – 00:21:49:15

Unknown

I had no idea that the engagement content was going to work so well. It’s just driving people back to your website where you’re not collecting a lead is just a click to your website. People watching a video. But I had no idea how many people were actually going to go back to your website and watch it. And then furthermore, I had no idea how many video views you would get on some of the, you know, just some of the content about the neighborhoods.

00:21:49:15 – 00:22:11:13

Unknown

Right. And you even mentioned there that, you know, whenever people watch a video, you can remarket even those people. So what’s so powerful back to that expanding audience is that you don’t even know who’s watching some of this content. But you’d be surprised at how how many video views you get and if you set up and the system can do this automatically for you, it can update all your video.

00:22:11:13 – 00:22:33:20

Unknown

So, for example, if people have watched 50% of all your videos, you can now remarket to those people as well. And it can all be done automatically like one click. This is audience’s work. That’s kind of how we designed the system to make it as simple as possible. So I guess what kind of content works? Well, we created a whole bunch of PDF ads that are in the system one click apply, you know, and they’re valuable resources.

00:22:33:20 – 00:22:49:10

Unknown

They’re like staples, I guess we say, you know, five tips to why you sell your hallmark. You know, like how to improve your curb appeal, all that kind of stuff. You can build them yourself, but street decks has them. You can one click deploy them. There’s a whole bunch of them out there that you can create and kind of remarket to.

00:22:49:12 – 00:23:06:19

Unknown

But in addition to that, you know, any and all of your organic content, you’ve already created, and this could be even two years ago, our system can actually look at how many comments like shares did you have on that content. What you can actually do is you can you can then view it and this might have been something you created like a year ago, but it got a lot of engagement.

00:23:06:21 – 00:23:24:09

Unknown

Click on it, turn it into an app, link it to your audience as our system. I hope you do this. It’s really easy. And now suddenly you’re using content you already created a year ago as part of your remarketing, and now you’re keeping that content in front of everybody from that day forward and you can rotate it. So it’s not like you’re showing all these ads, all the time.

00:23:24:11 – 00:23:45:21

Unknown

You can actually have them rotate. So, you know, one week will show this ad the next week or so, this ad and so forth. Yeah, you guys got if you’re retired, you gotta be running multiple different types of ads to those people. So here’s some interesting data I have. I just pulled up some ads I’m running. I cut my lead cost per book call from an average of $120 of book called down to $24 a book call.

00:23:45:21 – 00:24:07:22

Unknown

I didn’t realize it was even this low. And that is so literally what is that like a 500% rate of cut? Right. And I’m only spending $10 a day on the book calls for each audience. I’m retargeting and the audience that’s performing the best is people who have watched 50% or more of our videos. You know, video views are more powerful than an email address.

00:24:07:22 – 00:24:27:07

Unknown

In other words, is what I’m saying to you guys, that attention that we’re retargeting people with for these ads is actually generating better results than people whose email addresses we already have. Yeah, it’s crazy how we we see that a lot too. I mean, a lot of people, when they come to our system, you know, they know this print ads, they’ll run like a whole value ad Right.

00:24:27:09 – 00:24:44:14

Unknown

But then they’re surprised that people are answering the phone or, you know, I chase them down and whatnot. But really what you should be doing is exactly, to your point, is running a bunch of content and then showing the whole value add to people that have watched all your content. And guess what? They click through, they talk to you when you when you follow them, when you reach out to them.

00:24:44:14 – 00:25:07:01

Unknown

In fact, they’re actually excited to hear from you. It’s a game changer, Just that little subtle difference. Yeah, it is. It’s and, and you don’t. I think the biggest thing is people get so generally surprised when they, like, see the results of just creating content in general because I think a lot of you don’t think you’re that interesting, but you are, you know, and it just it’s literally mindset.

00:25:07:03 – 00:25:23:07

Unknown

I never thought I’d be interesting people as in this fucking show, I guess I’m like, Great, thanks guys. But like your, your point, I when I jumped on this call, the first thing I said to you was I had some great laugh out loud moments. You know, this looks into your podcast, you know, getting ready for the show.

00:25:23:07 – 00:25:43:24

Unknown

So I think you be it to exactly your point. I mean, you’re just being who you are, being yourself. And, you know, people actually know I liked you. Well, before I ever joined this podcast, I was excited to meet. That’s how every conversation goes, because there’s content out there like there always feel like every time. There’s always like a bro moment before we press record.

00:25:43:24 – 00:26:05:10

Unknown

Like, What’s up, bro? Ridge And then you’re like, looking like, we’re boys, right? We just met, but that’s what content does for you guys because you literally will attract people that are just like you. It’s just how it works. It’s just it’s the way the world works in general is like people, birds of a feather flock together. Like that’s it’s still the same thing.

00:26:05:10 – 00:26:26:13

Unknown

Like people tend to flock towards people. They are like, so don’t overthink it. It’s really that that simple. I got a question on how to build audiences. What if you’re brand new and we’re talking about retargeting ads, but to create retargeting ads, you first need to create audiences. All right, So you got I don’t want to put the cart before the horse or the horse for the cart, whatever the right side is.

00:26:26:15 – 00:26:43:03

Unknown

Walk me through that first ad like how do you generate What should I do first? Like if I’m starting a brand new brand Facebook page, let’s just say I’m in a brand new market. This is an undoable and it could take longer. Yeah, but you still have to have an initial ad to build these audiences. So what do you see?

00:26:43:05 – 00:26:59:21

Unknown

What are you guys doing and what do you think works best in that sense? Yeah, if you’re if you’re fully, fully brand new, you know, not a lot of traffic, your website and you know, and again, you should have your own website and your work website, but not a lot of traffic to your website and or, you know, not a lot of anything on your Facebook page.

00:26:59:23 – 00:27:26:14

Unknown

Then we we just we help people run initial ads, legion ads. You know, you’re going to build that. You’re going to build leads. But in addition to that, remember, when you’re running ads on Facebook and Instagram, there’s a lot of people that see your ads, maybe click on your ad, but don’t become a lead. But those people are still becoming a part of your audience and maybe they never go to your website, but there’s a really wonderful audience out there in the metal world, like the Facebook engagement audience.

00:27:26:16 – 00:27:44:19

Unknown

And again, that’s a one click create in street tech. So you can just click it. And what’s Facebook will do is over a course of a year. So 30 to 65 days, it’s going to keep a tally of everybody that clicks, comments, likes, engages, and you’re able to even begin to remarket to those people in addition to the leads that you’re generating.

00:27:44:19 – 00:27:59:12

Unknown

But that’s where I would start from day one, because you don’t have that audience. If you’re lucky enough to have a large database, you know, you could start to use that already. But again, if you have nothing, then you know, you’re going to just start on the Legion site. You’re going to build that audience, but you’ll be surprised how quickly it starts to build.

00:27:59:14 – 00:28:23:00

Unknown

And once you’ve got a bunch of people in as a lead, you’ve got probably another 5000 people behind the scenes that are now have been like on your website or haven’t become a lead or viewed an ad and now you can begin to remarket to them or people that watch some of your content. The other thing is there’s you know you you should already be creating content and I’ve heard this in your show a million times, like you should be creating organic content regardless.

00:28:23:02 – 00:28:46:19

Unknown

I mean, it’s hard to go after every channel all at once. But but, but this by creating content, is sort of a must back to that marketing side. So whether you’re posting on YouTube or on Facebook or on Instagram, you should be doing that. And then some of that organic content can become your first remarketing pieces, the stuff that starts to hit and do well, you don’t have to overthink it.

00:28:46:21 – 00:29:02:17

Unknown

I mean, I’m going to talk about our system a lot because it’s the way we designed it, but our system can see that and then pull that in, create an ad out of it, link it to an audience and now rotate it. And that, you know, so a lot of the organic stuff you’re now actually creating is actually going to become free market content in the days to come.

00:29:02:20 – 00:29:21:15

Unknown

So you could just let’s just play it out. So. Jan Well, today I’m going to create content till February 12th and then in the last 30 days, I mean, to look back and see, hey, which one actually create the most engagement, which one, which one that people like the most, because it sort of proves it organically. If you, if you prove the point organically, then that’s the one you put the dollar a day behind.

00:29:21:15 – 00:29:47:19

Unknown

Right. So what you’re saying. Exactly. Yeah. Yeah, exactly. I like it. Do you you know, let’s talk about a little bit about the importance like just talk about the lifetime like of a lead. Like I want people to really understand the, the perspective here on what people opt into, because I agree. I think it’s the personalized content that once people, once you get on their radar, the more human you become.

00:29:47:23 – 00:30:08:16

Unknown

I feel like is when people really gravitate towards that person because it’s different in other industries. This is a relationship business, like real estate industry. I consider more like a commodity. You’re fighting on brand because everyone is on the same shirt very similarly, Attorney market insurance providers, independent contractors in general compete on brand. You have a unique selling proposition.

00:30:08:17 – 00:30:25:23

Unknown

You have a service, you have a software, I have a software. So we would sell, it’d be more of a different types of funnel based on sales and value ads and all that. What we’re talking about here is a lot easier than than the way that I have to market our software. I’m sure you how you market street tax, it’s a lot easier because all you need to do is get your face out there.

00:30:25:23 – 00:30:45:21

Unknown

So what we’re saying, you guys, you know, it’s not so much about what your face is doing, it’s just that it’s there in the face of the brand. Do you see a difference between the content where like the agent is actually in either the video or picture of the image versus them being absent from it? Yeah. yeah.

00:30:45:21 – 00:31:05:01

Unknown

No, you definitely want to be in the content wherever possible. But kind of back to that point though, and this is again why I think a lot of agents overthink it, just the fact that you have content out there that we have so many stories of people that have even lost are one click kind of like PDF content, which would not be your face, and they do their due diligence.

00:31:05:01 – 00:31:31:02

Unknown

And the reason is, is that your next deal is probably already set in your database and is another deal. After that send you database. You just need to remind them that you’re there and that you’re always there, right? And you’re omnipresent. You really don’t have to overthink the content. I think exactly. To your point, from a commodity standpoint, you just want to make sure you’re top of mind and then you can begin to build out more of the kind of like the content you’ve always dreamed about building out.

00:31:31:04 – 00:31:56:20

Unknown

But don’t, don’t has it? Like I wouldn’t wait until you’ve got all that perfect, like, you know, 12 pieces of content that are, you know, exactly the way you wanted it for your community. You’ll get there, but just just run some stuff that is now remarketing in front of your database or people that are really engaging. And you’ll be surprised at how many people will start to say to you, even in your community or, you know, Home Depot or whatever, I saw that, you know, your ad or I saw that piece of content.

00:31:56:22 – 00:32:17:17

Unknown

You’ll be surprised at how far it goes and how much business will generate just from that alone. Yeah, it’s as simple as literally just talking about what’s going on in your community this weekend. New restaurant openings, new business openings, new neighborhood developer ads. That’s it. Like be a tour guide, don’t be a realtor. And then just how would a tour guide market their business if your job was to sell the city, not the real estate within it, what would you do?

00:32:17:23 – 00:32:37:17

Unknown

That’s your marketing plan. You know, you hear a lot about like bottom of the funnel leads and top of the funnel leads. And you know, if you’ve heard that a lot as a real estate agent, I’m a big fan of top of funnel, like Bottom of the Funnel is awesome because you know, somebody is that much closer to the transaction and there’s been a lot of systems that have been really good for that out of the past.

00:32:37:17 – 00:32:52:19

Unknown

But I think some of that started changed out a little bit. It’s getting really expensive, but nonetheless, you can get that, you know, but you pay a lot more for it, but you get a deal that much closer. But if you can truly own the top of the funnel and you put on that marketing hat and you think to yourself, I don’t want a database of a thousand people.

00:32:52:19 – 00:33:09:17

Unknown

I want a database of a hundred thousand people, right? Like I want to own I want to be a marketing engine where, you know, over time I want that database to be as big as possible. So any message that I ever send out an email that I send out or whatever else I do, there’s so much business that’s sitting inside of that database.

00:33:09:19 – 00:33:33:10

Unknown

And when people are coming into your ecosystem either as a lead or as part of the remarketing campaigns you’re running, some people are, you know, a month out, some people are six months out, some people are a year out. But if you’ve got that content in front of them on an ongoing basis, you will pick up so many of those deals and a lot of people generate leads and they go to all the effort of having these big databases, but they don’t remarket to them.

00:33:33:12 – 00:34:11:13

Unknown

So they only capture maybe 15 or 20% of what’s in there, or if you’re just in front of them with content. And I mean, we can talk about the content. I mean, there are there are elements to the content that help, of course. And I know you’ve covered a lot of in the podcast prior. I just really wanted that, you know, get the point home that if you have some simple audiences that you remarking to and you get some content out, you’re you’re already ahead of 80% of people read any closing thoughts that you want to add in here closing thoughts so again yeah the audience is you need just retarget your website you know,

00:34:11:15 – 00:34:41:22

Unknown

simple as having a pixel on your website. The engagement is like a one click and there’s you can do a one as well just to make sure that all of your videos that you create, you can remarket to them nice and simple. You know, if I mean, I don’t want to talk too much about the product, but if you use tools like up on that can all integrate really nicely as an example where if you’ve got you might actually have segments of audiences that you really want to go after, people that are like a lead stage or maybe even a past customer, you can actually create specific content around them too.

00:34:41:23 – 00:35:03:01

Unknown

So if you want to learn more about that, I mean, you can definitely check us out and we can we can help you through that. Appreciate you coming on the show and we appreciate you listening to another episode. Yeah, I, I agree, dude, this is I think it was very, very, very well put. And it’s very simple, you guys, to stay in front of everybody, whether they’re leads, friends, family, answer, uncles, doesn’t really matter.

00:35:03:03 – 00:35:26:21

Unknown

The more people that know what you do, the more that opportunities that come your way. It’s really simple. You got to remind, not tell. And when you could create content that does that, that’ll typically do the trick. So if you guys like the idea of what we’re talking about today and you like the idea of just reminding your database, I’m talking about your S.O., your wedding list, your family lists, people that you would invite to your wedding or funeral with an unlimited budget for both, you need to visit our software referral suite.

00:35:26:23 – 00:35:44:21

Unknown

That’s referral S.W.A.T. dot com. It is giving you the social media content to create each and every month video email content each and every month, and the direct mail content to be automated to your database each and every month so that people stop forgetting who the fuck you are and start remembering and more importantly, start sending you their friends and family.

00:35:45:02 – 00:36:04:17

Unknown

So visit our site and follow the steps. And it’s very simple. Appreciate guys listening. We’ll see you guys next week’s show. Paste 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.

00:36:04:21 – 00:36:20:10

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 will see you next at.

Build An Empire With Your Personal Brand

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We talk about building a brand all the time, but what can you do with that brand? Today we are talking about turning that brand into an empire.

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Henry Street Creative

What is up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast, and welcome to 2024, folks. Since all it’s been ten years, especially this year, this podcast has been on the ground and I’m going to start this year off where I started off 14 or ten fucking years ago in 2014. And back then we were talking about the same damn thing that we’re still talking about today.

00:04:40:08 – 00:04:55:20

Unknown

But back then people thought I was crazy because they’re like, Who the fuck are you? And more importantly, what the hell is a personal brand? I’m a real estate salesperson. I don’t need a brand. My brokers, my brand, women screaming the saying. So I think it’s a very appropriate episode because your personal brand has never been more important.

00:04:55:20 – 00:05:11:16

Unknown

Because no one hires your broker, they hire you. You’re the individual that they work with, and you’re the person that they remember of. And the goal here is that when I time the word real estate is thought about how many people really associate your name with that, that’s what we’re talking about with personal branding. So I want to start the year off with a bang.

00:05:11:16 – 00:05:27:19

Unknown

We brought on one of the most experts in this field. His name is Mr. Tyler Mount, and we’re going to talk personal branding and how you can build an empire with it. Tyler What’s up, man? I want you to run a little bit about who you are, where are you from, and what the fuck do you do? Well, look, thanks for having me.

00:05:27:19 – 00:05:52:07

Unknown

I love the energy. You know, I’ve worked in digital marketing, specifically real estate. Digital marketing. For the better part of 15 years, I’ve been fortunate enough to work with nearly a thousand clients in 16 countries. I’ve represented over $7 billion in real estate developments across the nation. And you know what I have found working with whether it’s the CEO of T-Mobile, the the president of the United States, the CEO of Twitter, now known as X ray.

00:05:52:09 – 00:06:09:18

Unknown

You know, what I’ve learned is the power of personal brand. I want to just double down on what you started with today. No one cares what you’re talking brokerage, right? The idea that someone is hiring you because you’re a Keller. Keller Williams is a misnomer, right? Because you can write a contract doesn’t make you special. An idiot out of high school could do that.

00:06:09:22 – 00:06:29:14

Unknown

What actually makes you special and what makes you important is the personal side humanity of you, and how we can really start to encapsulate that in your brand and get people to know I can trust you in order to transact with you. That’s right. No one remembers what you did there. Remember how you do it. No one remembers what you said or how he said.

00:06:29:16 – 00:06:42:11

Unknown

So let’s dig deeper because a lot of people sort of I feel like people understand like what a brand is, but they don’t like they hear this term. It’s almost like a buzzword because it is a little bit complicated. Like and here’s let’s just break it down to basics here. Here’s where I see I will get your opinion.

00:06:42:11 – 00:07:02:13

Unknown

Seriously, most people, when they think of their personal brand, they don’t in that they don’t visualize their individualism. I guess, if you want to say as a brand, because they’re like, I’m a dad, I’m a father, I’m stressed out human being and I’m just a person in the rat race here. How the hell am I? BRAND And you have to realize, folks, is that you are the brand.

00:07:02:13 – 00:07:18:20

Unknown

Your brand is your persona. It’s how many people think or associate you with anything else that it stands for. And we don’t look at ourselves as a business. We look at ourselves as a human. And that’s a number one problem in the whole business. Look at Josh Altman, for example. We think Josh Altman actually goes on a listing presentation or he just fucking shows up and tells them where to sign.

00:07:19:00 – 00:07:41:22

Unknown

That’s having a brand now. Josh had whatever Bravo helped build his brand. That’s why he is what he is today. But it took that content creation that that media, that attention, that recognition to give him that status today. So when you walk into a room, you know how big your brand is because basically I look at it as like you’re not going get as many questions.

00:07:41:24 – 00:07:56:04

Unknown

Then if you if you have a brand is if not, people start to look up to you as the expert. Another way to look at it is like I use this example when we use it for video clients, I’ll be like, I’m not a chef, but I guarantee you if I shot seven videos and put them all in front of you, you would think I was.

00:07:56:06 – 00:08:13:11

Unknown

That’s the power of a brand, right? So what we’re talking about here, guys, is how do you create that? How do you create that persona that that, that, that thing, that buzz that everyone’s like, that’s that real estate guy or that’s that letter or That’s that one guy or That’s that guy. That’s that guy. What makes that happen is working that.

00:08:13:13 – 00:08:31:23

Unknown

Yeah. And you know, I just want to echo what you said because it’s it’s exactly the basis of my philosophy. I always start with reminding people that user perception is truth. I didn’t say factually accurate to your point about saying I could convince people I’m a chef. That’s certainly the case. And that’s really, really good news for some.

00:08:31:23 – 00:08:53:13

Unknown

I work with a lot of immature real estate agents and they’re concerned about their production history. I don’t care. Let’s create the most epic digital epicenter so that people assume you’re the best, right? The second thing I want to stress is I work with a lot of legacy providers, people who are in the top 1% of providers in their market and their marketing ecosystem is shit, but they’re still in the top 5% and they think that’s fine.

00:08:53:13 – 00:09:15:24

Unknown

The reality is they could never quantify the amount of people who hit the floor. That wouldn’t have hit the floor if they had a fucking website or a social media that didn’t look at the kindergartner do it, did it? You know, I will tell you, I represent Ryan Sarhan. The most followed real estate brand on earth. And what we focus on there is really granularly focusing on consistent content.

00:09:15:24 – 00:09:35:23

Unknown

How do we remain top of mind and how do we make Ryan appear to be the best in the world? Not only do I think he’s the best in the world, but his media and his marketing efforts absolutely reflect that. That’s why he has literally the most expensive single family listing in the country right now, right here in New York City.

00:09:36:00 – 00:09:53:01

Unknown

Well said. Let’s talk about that, because like Ryan, you see him, you’re like, this guy just oozes luxury. It’s in the clothes he wears. It’s in the watch he wears. It’s the way he carries himself. You know what I mean? And like people at the end of the day, if the camera’s on or off, is Ryan still not the same person?

00:09:53:03 – 00:10:18:08

Unknown

100%. What I will tell you is we always do a master class in authenticity. Ryan in front of the camera and behind the camera is the same person. He’s gracious, he’s kind, he’s wildly intelligent. He is that experienced salesperson, but he’s also funny and irreverent and kooky and all things that he is in front of the camera. We focus on that authenticity to build this most valued brand, and you build a large brand without authenticity.

00:10:18:10 – 00:10:38:12

Unknown

Absolutely not. It’s absolutely impossible. You can build a brand, don’t get me wrong, but can you really build the brand that you could have if you followed your authentic truth? No. And the reason is quite simple because no matter who you are, whether you’re a man and women hate working with you or you’re maybe a woman and men hate working with you, you’re a Democrat or Republican.

00:10:38:12 – 00:10:56:19

Unknown

Pro-Choice, pro-life, rich, poor, decent fucking matter. There are people on earth who are not going to want to work with you because of who you are. So if you’re trying to be someone else, you’re already ostracizing a certain group of people and you’re never going to be as good acting like Ryan or acting like me or acting like you as we are authentically being ourselves.

00:10:57:00 – 00:11:26:22

Unknown

So you might as well authentically own who you are and the niche the following that enjoys your authentic truth will follow, will gravitate. And that’s how you build your niche and how you build. But but wait. I’m going to turn off some people in that process, wouldn’t I? Then wouldn’t that be bad for business? Well, of course you’re going to turn off people, but like I said, if me being gay turns off people, me being straight turns off gay people who only want to work with the gay strategist, like ultimately, no matter who I am, no matter what I do, you were ostracized.

00:11:26:22 – 00:11:46:07

Unknown

And that is the biggest question I get. People are like, exactly like you said, well, I’m a really fucking nervous. What if me being, I don’t know, a veteran or devout Christian or Muslim or whatever, I am ostracized as people. The answer is it will. But if we don’t focus on our authentic truth, we’re just going to be inauthentic and still ostracize people for a different reason.

00:11:46:08 – 00:12:00:16

Unknown

That’s what we focus on. You’re not supposed to relate with everybody. Guys like you’re not wired that way, and that’s not the way God made us. Like you’re supposed to piss off some people. I would actually like telling people like, Hey, like if you’re branding doesn’t like piss some people off, that you’re not you to do a good job in the first place.

00:12:00:16 – 00:12:18:12

Unknown

Like look at my podcast as real estate marketing dude. And there’s so many people have told me over the years, that’s so unprofessional, so unprofessional. Guess what? Hey guys, if you’re still saying that, fuck off. You know, I got 101.5 million downloads on this podcast just being authentic, right? And it’s because it’s just the way I talk. I’m from Chicago.

00:12:18:12 – 00:12:37:09

Unknown

This is how I talk. Whether the camera’s on or where the camera’s off. I have a potty mouth, but I don’t hold back. I cleaned it up over the years quite a bit. As my brand has changed. However, overall, I’m still fucking dude at the end of the day. And those of you who listen to this podcast is a reason why you listen to this and you’ve been coming back and writing in all these reviews is because you follow the authenticity of it.

00:12:37:11 – 00:12:50:19

Unknown

But trust me, there are just as many of you who send me hate mail as there are that send compliments. Like, as a matter of fact, I have a guy booked a show with just yesterday and these are the messages I like. I like seeing. And this is when, you know, the branding is on this guy. This guy’s from Nebraska.

00:12:50:21 – 00:13:17:07

Unknown

He’s Christian, big Christian. I’ve seen a lot of my content lately and he and he writes me, you guys did this month and he writes he goes, Dude, I know you don’t know who I am. I’d love to have a show up show up on your podcast. But I mean, listen, you for the last few years and I started doing videos because of what you said and because of that, my business has grown and I never would have thought some fucking guy from some podcasts where is in to show me this way Now I’m having him on the show to interview him, but each one of them says the same fucking thing.

00:13:17:07 – 00:13:34:22

Unknown

They say, Thanks for letting me just be me. Thanks for letting me. It’s just it’s usually somewhere around those lines. And then I know why people think so hard about this stuff because we don’t overthink a conversation we’re having with someone. John Doe down the street right? Yeah, but never it like. I’m mean, you are just. Just. Matt, have we ever met before?

00:13:34:24 – 00:13:49:19

Unknown

No, we haven’t. I can be honest. I can guarantee you that you and I can talk for fucking 4 hours just on this topic, just going back and forth. But the same way we’re talking with the record on is the same way we would talk in a diner or a restaurant. And that’s the problem I think people have.

00:13:49:19 – 00:14:05:24

Unknown

It’s like they overthink this thing. How do you help them overcome that? Well, look, you know, to your point, one of my favorite phrases is haters make you famous. Like, truthfully, they’re all haters. That I. I put that on a t shirt. Absolutely. I mean, I should I should trademark it and we can split the profits. I love it.

00:14:06:04 – 00:14:31:17

Unknown

You know. You know, ultimately what I would focus on is at the beginning of my career, I was the person who wasn’t authentic. Right? I wanted to appease everyone. Now, when I keynote, I strike out the line in the writer that says, I can’t curse because unfortunately, I’m not here to curse. I’m just authentic. That’s Homeland. And and ultimately, what I will remind everyone is to answer your question, how do we overcome this issue?

00:14:31:22 – 00:14:48:24

Unknown

Well, we first have to test it out. We have to be bold enough to have the balls to do it. And then we’ll start realizing and I mean this with the most respect that no one fucking cares about you right now. There are people in your life care about you. Your mom loves you. Probably your dad probably loves you, maybe not.

00:14:48:24 – 00:15:06:02

Unknown

I don’t know. The moral of the story is no one is at home thinking about you like I would wish. Tonight. You go to bed, put your head on the pillow, and really think about me for 45 minutes. You might think about me tomorrow. And the editor for this podcast asked a question about the episode. But outside of that, you’re not going to look.

00:15:06:02 – 00:15:26:07

Unknown

Tyler had a potty mouth of Tyler’s gay or what is that like? No one cares. And that’s what I remind people. And that’s what you remind people of even in their social content. I have people who are like, Well, I didn’t post anything this month because I just like completely frozen because of my hair. I’m like, the average person is spending less than one fucking seconds on your Instagram.

00:15:26:07 – 00:15:43:23

Unknown

Literally. That’s not an exaggeration. We’re talking about point seven, 5 seconds. The idea that they’re thinking about you 5 seconds later after they’ve looked at seven other pieces of content, much less 5 hours, much less five days is a misnomer and gives yourself a far more value in their life than you think. But also that should be the best news to hear.

00:15:44:01 – 00:16:09:19

Unknown

We really, unless we do something so polarizing, we awful people don’t remember. And so the goal is to remind them consistently you’re alive, well, and able to transact. And that’s how we focus on our brand through consistency. Love it, guys. AKA, you’re not that important. my God. I guess I’m not that important at all. Like, here. Let’s just give you guys an exercise.

00:16:09:19 – 00:16:32:06

Unknown

And I honestly do this exercise literally, that’s going to take you a whole 10 seconds. Do you remember the context of one video you saw yesterday on social media? I mean, it’s physically impossible. Yeah, I don’t I’ve seen like, which one? Like then I think about like, like I saw like 100 videos on social media. The last thing the last thing I’m thinking about is some dude’s hair out of place or like, some dude’s, like, shirt and tie or some guy said a word I don’t agree with.

00:16:32:06 – 00:16:52:20

Unknown

Like, who cares? Yeah, well, well said. Because what you also see is, like, I also feel too like there’s a lot of people that do it with video. It’s perfect. Like we do so many videos like and now we’re doing all attorneys on videos and maybe doing real estate videos for agents. But it’s funny because you see an agent side and you see an attorney side.

00:16:52:20 – 00:17:12:24

Unknown

They’re both professionals, but they both ultimately work for themselves. But from a business perspective, in creating content, they’re identical. Everyone had to have the exact same issues and they’re always more like, my God, I’m so worried about what I say. It’s like, Dude, it doesn’t matter. Talk to me about consistency though, because that is the key to this, is that some of your content will fall on deaf ears or just be horrible.

00:17:12:24 – 00:17:37:20

Unknown

You’re going to regret you ever created it, right? That’s part of the game, isn’t it? Yeah, absolutely. If we’re not consistent, you know, consistency is it’s twofold, right? Consistency not only positively influences the algorithm that improves our likelihood of being served to like minded content creators, But most importantly, it allows us to buy more lottery tickets. Right? We can’t win the lottery and go viral unless we’re playing it.

00:17:37:20 – 00:17:53:12

Unknown

We are more likely to win the lottery if we buy multiple tickets. Right. And I will tell you the few things that I’ve done in my personal career that have gone viral have never been the things that I thought would. They’re the shitty pieces of content. I didn’t think about posting the ones that they spent exorbitant amounts of time, energy and resources on.

00:17:53:16 – 00:18:25:17

Unknown

Oftentimes not all the time, but oftentimes fall on deaf ears. And it really is half science, half pseudoscience and chance and what resonates and what is relatable to audiences. So what I always focus on is consistency. If we are consistently posting, let’s say, seven times a week across all of these platforms, not only even if these don’t perform as well as we want them to compounded, we’re serving an exorbitantly higher rate of impressions and engagements over the month, which compounds over years, which compounds over decades, and that’s how we grow the personal brand.

00:18:25:22 – 00:18:42:09

Unknown

I want people to know about me before I even get on the call. I want them to be excited to talk to me before they get on the call. I want someone to understand who I am in the context of who I am and the energy I bring before I get on the call. And honestly, that saves me so much time because if you see my content, you’re like too much energy to go to X, Y, and Z.

00:18:42:12 – 00:18:57:00

Unknown

Then guess what? You’re never booking that call. This gives me 30 minutes of my life to talk to someone who I’m actually going to be able to book. Yeah, I mean, you’re exactly right. It’s almost like you call out your people ahead of time. And because people aren’t going to like, Have you ever put it this way, guys?

00:18:57:00 – 00:19:14:08

Unknown

Like, have you ever, like, just met somebody or just like, I don’t care what the hell they say. I’m just not going to get along with them, Right? You know what I mean? And it’s just it’s just normal that it’s okay. It’s okay. It’s okay. That’s fine when you have your content out. So but the content really works in twofold full, doesn’t it?

00:19:14:08 – 00:19:31:14

Unknown

Because one is the creating to stay consistent. But and that usually what happens in practice is like when someone gets you get on someone’s radar, when you really have an active buyer or seller in your world or for me, a branding or video client for you saying whatever that person fucking stalks you before they reach out to you.

00:19:31:14 – 00:19:50:00

Unknown

Right? And this is also where people shortchange the amount of content creation and the multipurpose in of it over time is because, like, let’s just say I’m going to hire Tyler, I want to hire Henry Street to do my branding and story, right? sure. And I’m sure this isn’t a cheap process. Like, I’m trying to sell your shit right here, but I’m sure it’s a few thousand bucks to say that.

00:19:50:00 – 00:20:05:07

Unknown

To say that, to say the name just to start. Right. I’m sure there’s a couple thousand bucks a month. Great. If I really dig into one of your pieces of context, I’m on your Web site right now. I have to get along with you first before I actually schedule or book that call. So and it happens nine times.

00:20:05:07 – 00:20:22:06

Unknown

Like I’m going to go to your Instagram page or Facebook page. I mean, look at all the rails you’ve created and then I’m going to get hooked. And people do that with this podcast all the time that I just been watching your podcast, bro. Like it was fucking amazing. Like, great, great. Why did you binge watch it? Because you’re in a buying decision, right?

00:20:22:06 – 00:20:43:21

Unknown

And the content, it has to be multipurpose. So like, I’ll see people to I want to get your opinion on this because now we have a lot of video images, what kind of content you create, right? Just on social. But I believe that you should create multipurpose across all your channels nonstop. And you have to be everywhere you’re at because you never know where that person is going to come from.

00:20:43:23 – 00:21:02:04

Unknown

You don’t know where the next deal is going to come from. But that little split second of your face, meeting them on a news feed or something like that literally, literally, is the difference between getting a call and not nine times out of ten? Yeah, absolutely. I always say we can’t control the way people enter our ecosystem. We can only control the narrative once they’re there.

00:21:02:09 – 00:21:35:24

Unknown

The first thing I do with a new client is really focus on user perception. So I will listen to them talk about X, Y, and Z and how great they are, and I’ll go, Great, all of that’s fine. You’re never going to get that 15 minutes with the client. Let’s open an incognito browser, let’s Google you. And nine times out of ten, even if you are the most reputable agent, what I find is an outdated LinkedIn because that’s highly injectable, followed by maybe Coldwell banker’s template they set up for you, which looks like shit, and then maybe a Zillow profile and maybe an air profile.

00:21:36:05 – 00:21:53:13

Unknown

And I got the my my broker has me a page on my on their website. I’m there. Yeah. But let me tell you what is a broker’s intention. They don’t care if you sell. They care if one of their people sells everything. It’s brokerage level marketing. It doesn’t differentiate you. And so our job is to control the narrative.

00:21:53:17 – 00:22:10:12

Unknown

What I want to focus on, if people Google you, they’re at least going to hit the first three links bare minimum. So literally yesterday I was working with a top agent and she’s like, I don’t really use LinkedIn. It’s not that important. I said, Let’s Google you as the first fucking link. Literally, it had. I’m not kidding.

00:22:10:14 – 00:22:36:05

Unknown

The most recent experience was her working at a fucking grocery store. We’re like a spring for. Yeah, absolutely. Thank God. By the way, social media wasn’t out when I was in. I mean, think the Lord I would have never been hired. But what I will tell you is, like, that is what matters. Yeah, I. If I had never transacted in my life and I started today, I bet I could get listings over some of these other premium agents because I would have the best fucking ecosystem.

00:22:36:09 – 00:22:53:04

Unknown

And that’s what we work on here at Henry Street and through my consultancy. That’s what we want to focus on how we can control that narrative. And your point is exactly right. The Yeah, because it’s not that the best agent always gets hired, it’s the one they feel most comfortable with, but the one they feel most comfortable with is typically the one they meet over 80% of the time first.

00:22:53:05 – 00:23:09:15

Unknown

That’s why attention so important, guys. And when the branding comes in because you’re already like playing catch up if, if you’re not thought of first just when you’re ecosystem as Tyler is putting it here doesn’t associate your name with real estate and it’s really not that fucking hard. Like, I never understood why the average agent only does six sides a year.

00:23:09:15 – 00:23:32:14

Unknown

It’s like impossible. It literally is impossible If you’re doing if you’re doing less than 15 deals a year, you are ghost like like if you have a thousand friends on social media numbers, just a thousand friends just on Facebook or Instagram, just a thousand people make it 500. I don’t care. 500 people know who you are. Out of those 500 people, 10 to 15% of them are moving and all 500 of them have a referral for you guys.

00:23:32:16 – 00:23:57:12

Unknown

So like when you build a big personal brand, you make yourself more referable, more marketable, but also more approachable. And a lot of the one of the biggest questions I get on branding is and you’ll get I sure you get this all the time of all your answers. How do you measure the success of this? Because when you’re creating a personal brand and content, it’s not like running ads where I could attribute a direct action to a direct result for a cost for costs, banner or result generated, right?

00:23:57:12 – 00:24:18:06

Unknown

So if I’m signing up for Zillow to put in context, everyone understands I’m signing up for Zillow, I’m spending four or five grand a month, I’m either making a positive role on that or I’m not. It’s very easy to determine. Now, it’s not that quite easy in building a personal brand in content creation. That’s the number one reason why I think people don’t go all in on it and why they hesitate so much because doesn’t happen overnight.

00:24:18:12 – 00:24:46:22

Unknown

So how do you answer that? Absolutely. Because the ROI is so attributable and trackable for ads. The issue whenever we talk about environmental branding or a personal brand a.k.a a billboard or your social content, it’s there are a few ways, but it’s very difficult to track this. What I will tell you is I know personal brand works. I know personal brand works because my clients on average see 50 to 70% increase in year over year and the majority of people talk to these people and say, my God, I see you everywhere.

00:24:47:01 – 00:25:09:18

Unknown

Is that true? Absolutely not. They just get served in that same person’s algorithm over and over because they keep can they keep consuming the content and not following them? What we want to focus on is what we call an omni channel approach, not just social, but we want newsletter, we want mailers, we want personal handwritten cards, we want cold calling, we want environmental branding, we want paid advertisements, we want press, earned media.

00:25:09:24 – 00:25:42:06

Unknown

All of these things combined create a really fantastic epic ecosystem. And the good thing is, yeah, it requires some time. It’s not that expensive, but ultimately all of my clients are ROI positive. I wouldn’t have a business if they weren’t. We show proof, you know, year over year and our numbers and that’s how I prove it out. But if you’re looking to develop your personal brand in 30 days and show ROI by any agency or or consultant who tells you that’s possible is lying to you, it takes a year.

00:25:42:08 – 00:26:01:01

Unknown

Are minimal to really start seeing the year over year results. Yeah. And if and if you do everything on video that might even that might go faster. That could happen if you’re doing like really good in videos and amplifier to personal branding guys and nowadays it’s the only thing. But you know just a few years ago my friend was on videos very easy to build a brand.

00:26:01:03 – 00:26:19:12

Unknown

All you did was get on camera, even if you’re terrible now you got to be a little bit more strategic. No? Yeah, I agree with that. 6 to 12 months minimum. Look at it like I can I compare. It’s like working out like, like right now, like every January four. So half the country’s in the gym. Give it two more weeks and then only a quarter of them will be left.

00:26:19:14 – 00:26:38:03

Unknown

But if I want to work out, get in shape. I’m not going get a six pack overnight. I’m going to take like months to get there and then until I get the six pack, then I get the date right. You have to build it and then it’ll happen. But I have yet to see. I’m curious, in your experience, have you ever seen anybody?

00:26:38:05 – 00:27:04:00

Unknown

I’m talking about anybody go all in on their personal brand and like whether they’re committing to three or four videos a month, whatever it is, have you ever seen anyone not make it? You’re going to be honest, this isn’t me pushing an agenda in my career. If someone actually shows up and does the work, that’s a caveat. If they show up and they do the work, I have never ever in my career having coached almost a thousand people ever seen it not work.

00:27:04:02 – 00:27:20:05

Unknown

And that is why I lead a personal brand. And it’s funny, you know, you and I are I’m learning the same person because that is my number one example. I guess it’s like going to the gym. You don’t want to do it the next day because you’re on a six pack right now. I haven’t used the date example, so I’m going to steal that.

00:27:20:08 – 00:27:37:15

Unknown

But it’s like we have to go to the gym six months to get a six pack, right? And then when you have the six pack, you love going to the gym because you look fucking hot, right? When you’re fat sock walking and waddling on the treadmill. Right. You want to get out of there, right? I you know, on a personal note, I wasn’t I was a long distance runner.

00:27:37:18 – 00:27:58:11

Unknown

I then, for medical reasons, wasn’t allowed to run and I was just cleared to run again after five years. I am so frustrated in the gym because I can’t even run a fucking mile without dying. And so I have to remember I’m not going to run my marathon pace or my half marathon pace for a year, right? I have to show up every single day to get there.

00:27:58:11 – 00:28:13:03

Unknown

And that’s what I remind people about in terms of personal brand. Yeah. Tyler Systems, I want you guys to take a note of is that this isn’t just social media like you have to be everywhere all the time in today’s world. Really easy to make that happen. And it’s not very expensive to do so either, like people are.

00:28:13:05 – 00:28:30:22

Unknown

It’s crazy. I was doing an article about just like how to compete, how brokerages can compete against mega publicly traded companies. You can do it very easily. It’s not hard. You have the same tricks they do. But the trend, though, and this is just for any brokerages, is gone to personal brand. So I’ve seen a Facebook guy that I’m good friends with.

00:28:30:22 – 00:28:47:10

Unknown

He made a post the other day. Here’s your opinion on it. And he basically says and to summarize it, he’s like, look, any small business now has a spokesperson. So either you’re going to become your own or you’re not. And it’s it’s so true. It’s like everybody has a spokesperson there and even if it’s you might have a team.

00:28:47:10 – 00:29:07:13

Unknown

So what I’m saying is you guys, you guys might have a team. One person on that team needs to create content, has to be the personal branding person, but somebody has a great content. I don’t think content creation anymore is optional. Like you have to do it. I don’t I don’t see a business without someone actively creating content going forward.

00:29:07:15 – 00:29:29:04

Unknown

What’s your opinion? Yes, I couldn’t agree more. Yes, I’m biased, but I don’t know a successful brand. And of course someone’s going to come out of the woodwork and call me liar and tell me this one random example and I’ll still disagree with them. But, you know, the reality is all brands are creating content now. That’s why the word influencer is a word.

00:29:29:09 – 00:29:53:08

Unknown

That’s why these brands who don’t focus on branding and personal content no longer exist. Right? We’ve seen a massive migration and, you know, let’s see the zeitgeist of media. We first went from print to digital and the companies who resisted it no longer exist. And we’re going from profoundly professional digital like TV companies, linear advertising, these type of things.

00:29:53:10 – 00:30:13:18

Unknown

And we’ve transitioned almost entirely really to social and UGC content, right? And if brands don’t get behind it, that’s fine. Just don’t have a brand, don’t don’t have a company because I think it’s that absolutely necessary. Yeah, there’s marketing and advertising and there are a few of those. You’ll see some of the mega teams that, you know, crush it.

00:30:13:18 – 00:30:32:24

Unknown

There’s a guy individually I could think of. His name is Robert Slack. He’s got one the largest teams in the country right now. But and he was he’s got a really cool story entered the market like at 70 years of age like he’s an old man and he got into this and he just took it over. But he understands how to run a business and he just bought a bunch of leads and he put in systems and his his thing is buying leads like from the portals and whatnot.

00:30:32:24 – 00:30:49:20

Unknown

A lot of it was, I guess, but it’s very expensive to do that. Guys like you could buy business or you can attract it and anyone could buy business because in any market, in any advertise, just whoever can whoever has the most amount of money to spend the control or acquire the client is the one who always wins.

00:30:49:22 – 00:31:08:07

Unknown

Yeah, very simple. Like if I could spend five grand to acquire clean and pencils and I’m going to do that and I’m going to keep spending more money than my competition, this is all this is. But when you build a brand, those numbers don’t fucking matter. Like they really don’t matters because there’s so many ways that you monetize for it.

00:31:08:07 – 00:31:24:00

Unknown

But it’s going to be very difficult to measure when you know what it’s working is like though. When you go to the grocery store or you start getting random DMS and comments and people like, I saw your shit. I watch a video, I got this. hey, I’ve been watching your content. And that’s, that’s the first sign that something like that’s working.

00:31:24:00 – 00:31:41:17

Unknown

You guys, for those of you that are on this journey and if you have that, you keep fucking going. You don’t start now, you double down. But usually you need those little words of encouragement. It happens to me too. I didn’t create videos all year. I’m in a pivot year and I couldn’t nail down my branding strategy in my content strategy.

00:31:41:17 – 00:31:57:08

Unknown

And I finally did last month. So now I’m ready to start creating content and starting this new business. But you have to be excited about what you’re doing too. And that’s where I think where it all starts. That’s really what you guys like to do is figure out, okay, here’s who you are, here’s how you create content. Absolutely.

00:31:57:08 – 00:32:15:03

Unknown

It’s the execution area tasks, right? That’s what’s really, really important here, Right? It’s not this ethereal bullshit concept. And this is why I hate marketing conferences. It’s like, okay, let’s find our inner warrior and pray to an Ethiopian turtle. Right? It’s really about how do we actually leave this comfort and execute. And that’s what we focus on here.

00:32:15:03 – 00:32:33:06

Unknown

That’s our number one goal. Yeah. So once you know that what you stand for, it’s very easy to create content around it. Like suddenly it’s just hard to look outside the weeds. And if you’re it’s very difficult for somebody in their own weeds to do good at their own shit. I’m one of them. That’s why companies like yours exist, our dude.

00:32:33:06 – 00:32:47:14

Unknown

So we’re right at this half hour. Mark, We’re going to go ahead and get this thing ready to rock. I thought the show is awesome. Let’s do a follow up on this now. I have a couple of questions I want to chat with you. Box. We’re going to do some business outside of this podcast, but any closing thoughts?

00:32:47:16 – 00:33:05:16

Unknown

Yeah, I mean, like, look, my job is to empower other people like you and people listening to live their best life, Right? And that’s not an expression. It’s I build empires and how can I help build your empire? And I do that obviously, by a philosophy that I like to see is lighting someone else’s candle doesn’t extinguish my own.

00:33:05:21 – 00:33:24:05

Unknown

Yeah, I’m blunt. Yeah, I’m authentic, but at the same time, I authentically and bluntly love helping people because if I can spend 30 minutes with someone and change their life and that’s a good 30 minutes spent, even if I made $0 because like you talked about earlier, that will come back to me and dividends because it’s how I build my personal brand.

00:33:24:10 – 00:33:42:13

Unknown

So everyone listening, if you’re interested in chatting more about me with your business, I want to give you the opportunity I give everyone. Go to my website. Tyler gmail.com on there. You can book a free consultation with me. This is not a sales pitch. There is no sales call. There is not a deck that I walk you through.

00:33:42:13 – 00:33:58:04

Unknown

I do not try to convert you to a consultancy model. All I want to do is hear about your brand and hear how I could potentially in those 30 minutes, point you in the right direction. That’s obviously open to anyone listening. And of course, you. Of course I would. I would love to chat with you offline about this, but that’s my philosophy.

00:33:58:08 – 00:34:18:19

Unknown

Take it or leave that authentically. That’s me. Appreciate it, man. We appreciate you guys. Listen, another episode of the Estate Marketing Do podcast, folks. Appreciate your comments. Keep them coming. And most importantly, check out our software if you like what we saw here today, we give you all of the content to create on a monthly basis and a DIY version from your social media calendar to automation to do direct mailing to the database as well as your video emails.

00:34:18:19 – 00:34:40:09

Unknown

We tell you everything to do. Follow the blueprint. You have no way of not remaining on top of mind through an airline and C approach direct mail rant and social media folks while the system it works. It’s not rocket science. You can visit us at referral suite dot com for that and check out all your leasing but we’ll see you guys next week and appreciate you listening to another episode of the Marketing Dude podcast.

00:34:40:11 – 00:35:05:02

Unknown

See that. 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.

00:35:05:07 – 00:35:08:01

Unknown

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

Direct Messaging For The Lead

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Lead generation is the name of the game. Who better to talk to then the expert himself? We are gonna be diving into lead generation and what you should be doing.

Resource

Jay’s Website

Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, we’re going to chat about today. We’re going to wrap up the year strong and talking about, guess what? More marketing, but more importantly, how you convert that marketing. So many people, especially in our space, throw a lot of money at stuff that make the ego feel good but don’t necessarily get the results at the end of the day.

00:03:05:02 – 00:03:20:19

Unknown

And yet, as you guys, you know what I’m talking about. You know exactly what I’m talking about. Biggest complaint I see is, social media doesn’t work or these ads don’t work or this hasn’t worked Well, most times it’s human error. It’s not that it doesn’t works. They work for somebody, but they’re not working for you. So that’s not a bad thing.

00:03:20:19 – 00:03:38:05

Unknown

Just means you need to learn how to do it right, Need to know how to do it more. Quit being so damn creepy online and all that fun stuff. So that’s we’re going to be chatting about today is lead generation. So we brought on the expert himself. They call him Lead Gen J, and he’s going to talk to us about best practices, specifically to your space.

00:03:38:05 – 00:03:56:20

Unknown

So go how to take notes, pay attention and we’ll get right into it. J What’s up, man? How are you doing? In wants to run a little bit about who you are, what you do doing well. Appreciate you having me. Jay Feldman, also known as Lead Gen Jay on YouTube. So actually run a very successful PR agency full time.

00:03:56:20 – 00:04:19:03

Unknown

We have 72 employees across two different offices, so I know all about what you’re talking about with the fluff that that feels good but doesn’t necessarily generate it leads the personal branding, the social media stuff that everybody thinks they need to do in order to get clients. But my superpower as a as a founder and as a CMO is really generating leads for my agency.

00:04:19:05 – 00:04:41:06

Unknown

And now I teach lead generation to thousands and thousands of people in my private courses, communities and my YouTube channel. So hopefully we can give back to some of the realtors, lenders that are watching the show and maybe teach them a different approach for generating leads that they may not have heard of before. I’m very familiar with with the work I’ve worked with a lot of realtors before.

00:04:41:08 – 00:04:59:23

Unknown

And yeah, you know, social media is not the magic bullet. This might be for them. So I’m looking forward to getting them back this way. Well, let’s get into it. Like, let’s just start from the basics. Let’s make this very elementary and I will get into the nitty gritty towards the end here. But at least in real estate space, what’s the biggest issue?

00:05:00:00 – 00:05:23:20

Unknown

I have my own opinion, but I’d like to hear yours. Where do people go wrong first? Because that’s usually where it starts. It’s like at the beginning that they screw up and once you screw that up, you can really build it back up. Is that the target biggest? Is it the offer? What is it? Yeah, I think the biggest struggle that realtors deal with is kind of the same struggle that insurance salespeople deal with is that there’s not a lot of differentiation in what they’re offering.

00:05:23:22 – 00:05:42:24

Unknown

So people tend to go with the ones that they know, like antitrust first. So that’s one big challenge that they have to get through. And that’s where the personal branding and the social media really comes into play and the networking. So I do think is hugely important for realtors to do those things. I’m not discounting any of those things.

00:05:43:01 – 00:06:03:15

Unknown

So I think that’s the biggest struggle. But the second struggle is awareness reaching out to people who might be selling homes, letting them know that you exist. And if they’re not selling a home right now, it might be in the future and they might not have a realtor that they know like and trust. So that’s really where lead generation and outbound lead generation, which is what I do, comes into play.

00:06:03:15 – 00:06:21:24

Unknown

The awareness aspect. I go back to the differentiation and you’re right, and we say this on we might say this every week, if not every other week, but I always ask people, I see a lot of branding and yeah, you know, figure out some would be like, Hey, Mike, who am I? You know, I’ve got to figure out how they market themselves, not what the what’s easy.

00:06:21:24 – 00:06:37:00

Unknown

It’s the how that people got to figure out what’s actually going to get impacted where people can remember. And no one can ever answer that question because I’ll be like, ask, what is the one thing you do differently and what the the wrong answer is. I want to look out for the best interest of my clients. What you should look out for the best interests of your client.

00:06:37:00 – 00:06:51:12

Unknown

If you’re a good person, that’s not a value proposition. And why do people struggle with that so much? Because, like, if you’re a writer, you’re just a commodity, especially in the real estate space. This is the same in the law space. You guys. I’m doing a ton of content in the law space right now, so exact same thing.

00:06:51:12 – 00:07:12:04

Unknown

The attorneys don’t know the difference between themselves and somebody else. So what? How do you help people do that? Because I agree with you. I think if you’re not different, you’ve got to stick out. Everyone’s the same. Everyone in their mother’s a realtor. You trip over one, go to the mall. So how does someone get past that? Because I think that’s the key personally.

00:07:12:06 – 00:07:39:22

Unknown

Me too. And that’s a really hard challenge to do because something that one person can use to stick out really can’t be replicated over and over again. So people struggle to figure out what it is that’s going to separate them from somebody else. I mean, you look at some of these giant shows, you know, selling Sunset, like what separates them, yet they get the social media presence If you list with them they’ve they it’s automatic clout and their chances of signed at home are higher because they come with all of that that clout in social media pool.

00:07:39:24 – 00:08:03:15

Unknown

And I think that’s why a lot of realtors do gravitate toward the know like and trust method because they don’t there’s nothing different about them. What’s different about them is that the person that’s hiring them knows likes and trust them. So you asked me some ways that realtors can stand out. I think social media is a good way to do that, especially if the homes that they’re selling are people that care about that.

00:08:03:17 – 00:08:22:23

Unknown

For example, we’ll do a we’ll do some videos, some collaborations on the sale of the home, maybe feature you on the social media platform. But you probably know that that question a lot better than I do. You know, what are some of the different things that realtors can do to stand out and differentiate their offer? What are some of the things that you teach in order to differentiate?

00:08:22:23 – 00:08:42:04

Unknown

Because it’s like you said, I take care of my client is not a good differentiated differentiation point that gets overlooked. Just like everything else that everybody says. I like differentiating through brand. Unless you have a unique selling proposition and 90% don’t, if you have a unique selling proposition, it’s going to be different levels of service that you can stand out with.

00:08:42:04 – 00:08:59:22

Unknown

So we used to have a program called The Owner Advocate where we gave people up to five options to sell their house. We gave them a cash offer, a fixed and list program, a bridge loan option sell instead, which is basically just a leaseback and then the traditional listing. So what made us different and that was our service and our process.

00:08:59:24 – 00:09:19:17

Unknown

So there’s other offices that do that. What makes someone different in real estate in general could be a flat fee office, a flat fee service as opposed to a five or 6% commission. It could be the fixed interest list program, for example. That’s a very sexy offer, but most people don’t do that. The only other way to differentiate is through brand.

00:09:19:19 – 00:09:34:18

Unknown

So if you can differentiate through brand, it’d be like, let’s just say I love when people give back. I used to do a lot of those. I had one guy in particular comes on top of my mind that used to sponsor and rescue a dog with every house he sold. So he never sold houses? Yeah, he never sold houses.

00:09:34:18 – 00:10:04:07

Unknown

He saved dogs. The house was just the result of him saving a dog’s life. And that’s easy to market because people care more about animals than they care about fucking human beings nowadays, right? So it’s like. But that’s that makes them different, right? So some other things that I can think of that law firms did this actually you mentioned in law firms, if you operate with that law firm, they get special membership access to some of the things in that city that the law firm does parties that are private club.

00:10:04:09 – 00:10:23:10

Unknown

So that’s and that’s cool and yeah maybe the realtors can do real estate agents can do and really it comes down to creativity. I don’t have a straight answer. We have a law firm right now and it’s great. That’s what makes them different are divorce family law. And their tagline is, Have you ever argued with a woman? And they’re an all women run law firm.

00:10:23:12 – 00:11:04:02

Unknown

It’s fantastic. They all do divorce. That’s good marketing. Great marketing, like, you know. So, yeah, you either do it through the USP that you offer. So you’re doing things different than 99% as either cheaper or more creatively, or it’s your personality, your personal brand, 100% agree with you. And if you have a unique USP, then the cold outreach and the awareness part gets much easier because people will remember you and they’ll be much more likely to convert on that outreach as opposed to just a Joe Schmo realtor reaching out to somebody via a cold email or a DM saying, Hey, I’m a local realtor.

00:11:04:02 – 00:11:22:05

Unknown

You know, if you’re selling your house or you know anybody, let me know. Your chances are going to be slim to none. And getting a response to that. So yes, brand works and then your unique USP. Absolutely. How about the awareness side of it? You guys actually go out and like, find these people right? Or walk me through.

00:11:22:07 – 00:11:37:02

Unknown

So if you have your if you have what you got to do, this is like step one. Would you agree? Like got to figure out what you do differently, what your USP, what do you what’s your offer essentially. And then I want you to stand out in a crowded marketplace. Perfect. Everybody should think about that. You can try and win on price.

00:11:37:02 – 00:11:53:13

Unknown

You can try and win on luxury and brand, but figure out what you’re going to win on and then compete there. Now, let’s just say I have that figured out. What am I going to do next? So now I need to let people know what you do and how you do it. And that’s the awareness portion. So this is where a lot of people struggle.

00:11:53:17 – 00:12:16:19

Unknown

I mean, it’s kind of the both of them are very hard, you know, What do you do? What separates you? And then how do you actually get people into your pipeline? So there’s a lot of different ways to do lead generation, to do outreach. A lot of people gravitate to social media because it’s free. Creating content and getting people in organically is obviously a great way to establish rapport and get free leads, but that’s hard to do.

00:12:16:19 – 00:12:35:12

Unknown

A lot of people struggle with generating a following on social media, and it’s a little bit unpredictable. There’s hand-to-hand combat where you’re going through your Instagram, DMS and messaging people over and over again. But what I do is I scale that up, so I figure out ways to do that at scale. So you’re not sitting there DMing people over and over again.

00:12:35:14 – 00:13:04:00

Unknown

We set up systems so that you can reach out to people hundreds or thousands per day that either are a good candidate right now or possibly will be in the future. And how are you? Is that through socials, out through all of social media? We reach out to people, through social media and email. So some of the best social media platforms that we use that allow you to send good automated messages to targeted users that are going to be interested is Twitter and LinkedIn.

00:13:04:02 – 00:13:27:06

Unknown

And there’s a few tools that you can use within those platform, such as Drippy for Twitter or Meet Alfred for LinkedIn, where you can find people, you know, in specific communities, people who have homeowner in their bio or have already been tagged homeowner by some other platform. So social media, you can automate those messaging, you can get 100 messages out per day spreading that awareness.

00:13:27:06 – 00:13:44:08

Unknown

Obviously, this works much better if you’ve got an established brand and you’ve got a unique USP. Again, if you’re Joe Schmo and you’ve got a bad profile picture and you’re reaching out with a generic offer, it does not work. It’s almost a set up. That’s why you got to have that upfront because that’s just what you do with it.

00:13:44:10 – 00:14:03:11

Unknown

I’ve never had anyone ever in the last nine years since I had a show mentioned Twitter before. I’m sure you get that a lot right. So let’s get a lot of people are doing let’s let’s get into well, now X so let’s get into that like talk to me about that because I always see I always seen on Twitter like the number one response you see is, it’s the worst ad platform out.

00:14:03:11 – 00:14:26:16

Unknown

Everybody. I’ve never converted leads off of there and that’s typically b c but you’re you’re it’s kind of like you’re messaging people through Twitter. You’re not going after like, tell me I’m curious. So you mentioned Twitter’s the worst ad platform. I’ll say right now, that’s where our our best our allies are. So where we’re spending money on Twitter ads right now, I think since all of the big brands pulled their ad budgets from Twitter, it’s just become dirt cheap to get.

00:14:26:16 – 00:14:46:10

Unknown

That is interesting. So like with what’s go and if you guys haven’t been following the news like get out of the whole year and first it’s been pretty obvious that the major brands if it is new to you like the major brands for whatever political reasons are fighting about today or pulling out because they’re fighting and they’re being you know, they’re just being big babies about shit, bottom line.

00:14:46:12 – 00:15:04:20

Unknown

So they’re pretty much they’re pulling they’re pulling their money out. And then you’re saying because that space is open, because there’s only so much real estate in ad space, you guys, there’s a scroll, okay? And what you’re really buying is you’re buying no differently. Like, people don’t know this, but if like, if I’m buying a billboard on a highway, there’s only one billboard.

00:15:04:20 – 00:15:19:17

Unknown

That’s why it’s so damn expensive, right? Then they can’t. Then they created the video billboard so they could put 40 images on there and interchange them. So it became a lot more affordable. But in social, like if there’s a lot of people trying to reach the same people, then it’s harder and it’s more expensive. Get your message seen.

00:15:19:19 – 00:15:41:05

Unknown

And a lot of those big dollar peoples what he’s saying right? The big dollar companies have pulled back apples the Disney’s Yeah and there’s a lot of free space there that you’ll get more exposure for that is so interesting I’ve never even thought about that. Yeah in fact in the last week Neil Patel released a video. He says his agency right now is focused entirely on Twitter ads.

00:15:41:07 – 00:16:00:20

Unknown

We’re getting clicks on Twitter for like $0.12 for PR agency ads. So if you’re not advertising on Twitter and you’re listening to this and you’re running an agency and you’re running social ads, get out there and spend some money, I guarantee you make an ROI even if you don’t know what you’re doing. It’s just so cheap to to get views and clicks on Twitter right now.

00:16:00:22 – 00:16:16:11

Unknown

But that is separate from what I was talking about with with doing the outreach. We’re about to go in a big rabbit hole right there. I might talk to you about that. Yeah, a little little sidetracked, but definitely a good one. I think that’s for anyone to have you back to talk to it. Yeah, that’s. That’s dope. I’m going to check it out.

00:16:16:13 – 00:16:37:22

Unknown

All right, Carefully check it out. So Twitter, Twitter, messaging, essentially with tools like Drip, you’re able to filter hundreds of thousands of Twitter users out through multiple different filter categories. Like what words they have in their bio, who they’re following their location, and then you’re able to send them Twitter messages. You need to be verified on Twitter for this, which now is like 12 bucks a month.

00:16:37:24 – 00:17:01:19

Unknown

And you can send them hundreds of Twitter messages per day, get straight into their Twitter inbox in initiating that conversation. Hey, Mike, do you happen to own a home in Tampa? No. Cool. It conversation’s over. The one out of five that you message that say, yeah, you know, I do. Now you have a conversation. Now you have a lead in your pipeline that’s either going to be selling or buying now or might be in the future.

00:17:01:21 – 00:17:23:07

Unknown

So different ways to connect with people at scale. And Twitter is a good and under-utilized way to do it for people who are listening to this. And I’m like, This sounds like, you know, LinkedIn. I get a ton of spam messages on LinkedIn every day. A lot of actually my next question. Yeah, a lot of people are doing this on LinkedIn, not so much on Twitter when you get I was going to say is on Twitter, it’s a little bit more it’s probably wide open.

00:17:23:07 – 00:17:42:20

Unknown

The mailbox is on Twitter and I’m thinking about probably wide open because like people don’t typically, I’m guessing, engage on Twitter through like messenger, like they do on Facebook or Instagram or LinkedIn. When you’re spammed like every other hour feels like right, wide open and under-utilized. Not a lot of people are doing this right now, so which means an open opportunity.

00:17:42:22 – 00:17:59:08

Unknown

So like, does this look at the theory here though? Like what we’re talking about is we’re trying to go where no one else is, you guys. And that’s like the fundamental rule of any marketing, like we’re talking about sticking out. We can only stick out. Just like in your brand and your USP, you could stick out to where you show up to someone else.

00:17:59:08 – 00:18:21:08

Unknown

If you go where nobody else’s advertising gets much cheaper. If you try and advertise on Google ads for people buying or selling at home and your location, you’re going to be competing against everybody else who has a typically a much larger budget than you probably do as an individual realtor or lender. So going where the unknown is going, where people aren’t spending a lot of effort is going to save you a lot of money.

00:18:21:10 – 00:18:37:01

Unknown

Now, just a side note, I want your personal opinion on this. Do you think Twitter can on a social aspect, because it feels like a more of a news site, do you think it can compete like on a social aspect, like with Facebook and IG? And to that extent, in my opinion, I don’t know if it ever has.

00:18:37:01 – 00:19:00:12

Unknown

I’ve never been a big Twitter consumer. I’ve never been in a Twitter scroller. And it seems like the people who are, you know, political journalists, reporters, yeah, it feels more newsy. It feels more newsy and it feels like a social platform for news people and for politics, not for the general consumer. But I do know a lot of entrepreneurs who are pretty big on Twitter and swear by it.

00:19:00:12 – 00:19:30:00

Unknown

And I don’t know if you’re familiar with Alex Ramsey. Yes. He’s got a massive Twitter following. Black are called email wizard, massive Twitter following does something similar to what I do. So the opportunity is there. Obviously, people are spending time there, but I’ll be honest, it’s not my platform. Interesting. Okay. So talk to me about these messages sort of reaching people and with the services that like, is it a bot, Is it and how many people can you reach out and then do you have numbers?

00:19:30:02 – 00:20:00:03

Unknown

Yeah, Twitter, you can head about 2 to 300 per day based on how established your Twitter account is and how many people are in your pool. Yes, it is a bot. Obviously, you write the messages that are going to be sent and a lot of these tools now do incorporate as well. So for each of these messages you can run a chat bot prompt based on what’s going on in their bio and generate, generate, generate a personalized word or phrase that will make it a little bit more personal to them.

00:20:00:05 – 00:20:15:04

Unknown

And what are people often like to think of a real estate? They’re just you’re starting a conversation. Hey, do you own a house? Like, what’s the it’s really I mean, you’re throwing astonished at the wall, so I’m going to stick like I’m a big fan of cold calling. You know, I hate it. It works. It works. It works.

00:20:15:04 – 00:20:34:22

Unknown

All right. You know, And if you try enough, here’s a someone. I bought this new platform I’m running my ads with. It’s called EBU. Guy named Vince Reid has it and he has he he said something in his training that really stuck. And I think this will help you guys. He goes, If you want to sell more shit, you need to make more offers.

00:20:34:24 – 00:20:55:22

Unknown

Yeah, I’m going to. I’m like, Dude, I know sometimes one will stick. If something’s working a little bit, do more. You’re typically going to get more even with the it, right? Yeah. Even with the worst offer, someone will bite. And then ideally over time, you optimize your offer, you optimize your targeting, you go from a 1% reply to a 3% reply and you fine tune.

00:20:55:24 – 00:21:24:15

Unknown

But you mentioned what do you say in that message for this for the real what’s for example, assuming that you’re targeting a reasonable audience, meaning you have the location down there? Homeowner You’ve been able to do that with the filtering technology. I would leave the open ended. Hey, nice to meet you. I’m whatever we’ve got at this in common, I do wanna do on a homeowner in Tampa Bay leave it open ended yes or no or if they say yes and they’ve got an opening to go have a conversation with the lead.

00:21:24:15 – 00:21:42:18

Unknown

Who’s talking to you? And you can build that relationship for now or for later. There’s also some other strategies giving them lead magnets. For example, if you’re a lender and you can give them some kind of like lending calculator or something that they might opt in for and find useful. That’s something that I use a lot in my business.

00:21:42:18 – 00:22:00:15

Unknown

I can’t think of any good lead magnets for realtors off the top of my head right now, but I’m sure they exist. Could probably be like a new construction homes list is usually what people do off market lists. Off the market? Yes. People will say, well, it’s not on the MLS because you couldn’t find anything on Zillow nowadays.

00:22:00:15 – 00:22:15:07

Unknown

So you got to have something that’s not like online. But usually that’s what I see, something along those two lines. I would click on that too. Someone sent me an off market list for Saint Pete, even though I’m not now buying or selling a home right now. I mean, I just want to see what it is, right? Yeah, absolutely.

00:22:15:09 – 00:22:35:13

Unknown

Verdad. You know, I think the biggest problem too, and this is for me too. I hate selling dude like and I think most people, I feel like they feel that as well. Like I don’t want to be on a soapbox like cold calling or reaching people or messaging people. However, I could pick up the conversation once they do right, and if someone raises their hand, I’m more of like a permission based person.

00:22:35:13 – 00:22:52:08

Unknown

I’ve always been like, I can’t infiltrate. I was terrible. Cold calling was terrible at like just selling than general, more salesperson and a lot of people in real estate struggle with that. But this is like a way that you could automate that and, and, and get rid of that terrible part of the coldness sounds like it’s exactly what that is.

00:22:52:08 – 00:23:10:01

Unknown

We had a cold calling team and God bless their hearts, they’re spending all day, hundreds of calls and a couple of them are interested in everybody else’s pissed off. They have to deal with all of the pissed off ones and they’re spending time on the ones that are pissed off. This is the way to not do that. Automating the outreach really is like what you said.

00:23:10:01 – 00:23:28:13

Unknown

It’s waiting for somebody to raise their hand and say, I’m interested. The ones that don’t raise their hand, you don’t even know it exist. They typically don’t even make it through the pipeline to you. So it’s a really good strategy for people like you’ve mentioned who don’t love selling and doing all of that outreach manually, 99% of them.

00:23:28:15 – 00:23:46:11

Unknown

How do you target people, though, on this platform? Got so Twitter, you’re a little bit more limited. So you we’ve got words that are in there, but we’ve got who they’re following, who’s following them, and we’ve got interested. There’s a subscriber vibe too, So there’s a couple of different ways that you can target on Twitter. LinkedIn is much more open.

00:23:46:12 – 00:24:04:24

Unknown

You know exactly where they’re living. You can target very specifically, you know, companies, job titles. So if you’re looking for high net worth people in your city, LinkedIn is going to be an easy way to find those people. If you’re doing cold email and you’re using a B2B database, such as a Palo Alto, you can do the same thing as LinkedIn.

00:24:04:24 – 00:24:25:13

Unknown

You can hyper target by people in a specific location. They’ve got buying intent data. So people who are looking for homes and then there’s scraping tools like IG leads, dot IO, where you can literally scrape homeowners in your location. So a lot of good resources out there to find the right people and it’s never going to be 100% accurate.

00:24:25:15 – 00:24:46:07

Unknown

Yeah, but the goal is to get accurate enough to get people to start raising their hand up. I like it. What else you got? I get it. It’s taken out. So that’s a good a good sign. Something you haven’t done here before. So the other thing is how do you get as many messages out as possible without burning out your list?

00:24:46:09 – 00:25:14:01

Unknown

So we mentioned Twitter as a as a resource. LinkedIn is another good one for automating LinkedIn as a tool that we like to use to automate. LinkedIn is called Meet Alfred. You’re able to essentially get out hundreds of messages per day to people who are in your groups and your events. So as opposed to traditional methods, just connecting with 30 people per day, which is their limit, hoping that they accept it, sending them a message, these tools will actually go right into their inbox.

00:25:14:03 – 00:25:33:11

Unknown

And LinkedIn is really cool because you’ve got all this targeting mechanisms and you’ve got a much more built out profile. So people can see your profile, picture your banner, your banner, exactly what you do, where do you live, and if they see someone connecting with them from their city on LinkedIn, good chance that they’re going to connect and have a conversation with you.

00:25:33:13 – 00:26:04:16

Unknown

Usually on like the personal stuff, like you’re at the same college, you’re the same exact industry, you’re in the same fraternity, even like you could. You could probably target people that way if you want to go really deep. Obviously that would work at university. Yes, university like so yeah, might be way too small. Interesting. Cool. Now, when somebody reaches back though, don’t say aren’t they sort of like, hey, I’m this is like old and then you pick up the conversation like, do you?

00:26:04:16 – 00:26:26:03

Unknown

I could see why you have the lead magnet because a lot of people like what I do next. hi. You want a house? Okay, so now what? Great. Right? If I’m lead magnet definitely makes a little bit easier. It makes it more enticing, but now it becomes a sales job, not a prospecting job. Yeah, it’s building a relationship with that person, putting them in your pipeline for now or later.

00:26:26:05 – 00:26:44:10

Unknown

But once they’ve raised their hand and said, Yeah, I am exactly who you hoped I was, I have at home, this is where I live. I’m buying or selling. Now you can start to build that relationship enough to waste your time doing the outreach. Now you’re closing. Yeah, maybe retargeting you could be following in other places. I like it.

00:26:44:12 – 00:27:04:03

Unknown

What kind of costs is something like this running like because I’m thinking I used to have a team of cold callers. I know how much they costs. Like, what is this? Let’s just say I’m like, All right, I’m sold. I want to do something like this. How much data do I need? And my dealing with like 10,000 records of people I got to find my.

00:27:04:09 – 00:27:24:20

Unknown

And then how much, you know, like, how much does cost? Like, is there what’s the budget like on this? Let’s go over some of the pricing and expectations for each of these platforms. So they’re each a little bit different breaking them down into Twitter, LinkedIn and email are kind of the main three that we like to do. Our average Twitter, we’ve got 15 bucks a month ish for Twitter verified.

00:27:24:22 – 00:27:48:03

Unknown

We’ve got the software cost, which is about $59 per month, and that’s it for Twitter. Everything else is done within that tool. So if you’re comparing that to anything else for generating leads, it’s pretty absurdly affordable. Yeah. With LinkedIn, you’ve got Sales Navigator 99 a month and then you’ve got the tool, which is 89 a month. So less than 200 bucks a month.

00:27:48:03 – 00:28:06:18

Unknown

And now you’re doing hundreds of contacts automatically per day on LinkedIn. So if you’re doing all the above, you’re less than 400 bucks all in right now and then say you want it to do cold email outreach as well. This one is a little bit more complicated than, you know, setting up a tool and how can it to your account.

00:28:06:20 – 00:28:27:19

Unknown

That’s what I teach pretty in-depth on on the ginger YouTube channel. But what you’d be looking at if you want to do the email stuff is you need data. So you can either purchase it from a B2B lead database such as Apollo Audio or Zoom info that can be expensive. You can scrape it using a tool like IG leads you.

00:28:27:21 – 00:28:47:03

Unknown

You can scrape it from LinkedIn using a tool like scrap. But you’ve got to got to get that list of emails who you want to contact. Then you need to set up cold email sending accounts, which can be a little bit technical for a lot of people. You don’t want to send emails from your main email address. There’s a risk that the people who are receiving them will market as spam.

00:28:47:09 – 00:29:02:23

Unknown

And now, before you know it, all your general emails, the people who you know and do business with are going to spam. You do not want to do that. So always send from a secondary domain and a warmed sender account. We send those emails through a tool called instantly dating. I was going to I was going to ask you what you use for cold emails.

00:29:02:23 – 00:29:20:13

Unknown

I just had someone asked me a question the other day. No, no, it this is really good for like this. Like this sounds like it’d be really good for distrust. You guys, like, you could buy data all day from, like, people that are high in debt. Like, this is what we used to do. Like and if you have that, you could buy the emails.

00:29:20:13 – 00:29:40:18

Unknown

You could, you could literally locate the people who have to sell their house in the next ten months just because there’s no other financial option. But in addition, I think this is awesome for recruiting to be to be agent, agent, broker to agent. There’s probably a big, big, big thing there. Probably we use this for a lot of things outside of lead generation as well.

00:29:40:18 – 00:29:59:14

Unknown

Once you understand the principles of cold outbound, you can start to pivot this, to use it for lots of different use cases. Recruiting is one that we use it for. Influencer partnerships is another one that we use it for. Business partnerships is another one that we use it for. So lenders looking for realtors, we are looking for lenders.

00:29:59:16 – 00:30:32:06

Unknown

All of those are relationships that can be built using these same principles and tactics. I see why you’re creating leads, man. Smart, very smart. You remove cold call and you remove the friction and now you have a warm bond permission base. Follow up. Smart. Yeah. We had a cold calling team for a while. We had four people in house picking up the phone and compared to what we were able to do through automated cold outreach, it wasn’t even close to what the cold callers.

00:30:32:06 – 00:30:50:19

Unknown

You guys too, is a revolving door. Like it’s hard to retain a cold core. You might retain them for 90 days to maybe maybe six months, but then even then they’re going to get burnt out. And then even when they don’t, they start getting very expensive because the ones who are good know they’re good and then they start asking for more money and then it starts not making sense anymore as a business owner too.

00:30:50:19 – 00:31:11:02

Unknown

So and rightfully so, they should get more money for that kind of phone. But very smart dude. I get it. It’s very smart. I would talk to you when we think that’s up for about a couple of things. Any other thing you want to add here? We talked about amounts of data. I think that was another question. How much did you have actually need A do you have an unlimited supply of data?

00:31:11:02 – 00:31:36:20

Unknown

And if you live in a small town and you only serve the regions nearby to you and you can only find hundreds of people to do outreach to, this doesn’t work for everybody, especially if you’re restricted to localized small regions. But if you serve South Florida, you’re never going to run out of data. There are tens of thousands, maybe even hundreds of thousands of people that you’ll be able to find and reach out to at scale.

00:31:36:20 – 00:31:57:18

Unknown

And that does not increase the cost. And there’s always new people buying and selling houses. So as fast as you can reach out to them that is replenishing with data. So I would not let that be a concern. If you’re operate in a populated area now, if you’re a little bit more restricted and in a small town, this might not be a great outreach strategy for you.

00:31:57:20 – 00:32:13:18

Unknown

That makes sense. Yeah. I mean, there’s only so much data to go around, but yeah, I see it as a it’s definitely a once you have that niche and if you got data, I mean that’s where it starts out. The key here is that the ability to get the data, get the records and you need emails. And what about cell phones?

00:32:13:20 – 00:32:31:12

Unknown

Just emails. We’ve tried everything with the cell phones, voicemail drops, which is basically leaving them a ringing list voicemail. So they just get the voicemail on their phone and likely will call you back If you have somebody picking up the phone. Answering those actually works quite well as SMS messaging called does not work very well. People hate getting cold.

00:32:31:14 – 00:32:50:21

Unknown

SMS messages. I hate them. I hate them too. Yeah. So no. And how is it that stop? If too many people reply stop now, your carriers will cut you off and you can’t do it anymore. So SMS block messaging is essentially dead and then there’s cold calling. I’m still waiting for an I cold calling machine to be good enough.

00:32:50:23 – 00:33:14:02

Unknown

I keep getting propositioned by these companies to try their their new dialing bot their new to cold calling I they still suck. So yeah, you can use the numbers if you have a live cold calling team but we just mentioned how how difficult those challenges are plus this gets around all the TCP compliant shit like right. Is that a compliance issue for text messaging?

00:33:14:06 – 00:33:32:01

Unknown

There’s a lot for real estate, you know, like there is a lot like just a do not call list and all of that stuff. And there’s a lot of risk out there for people to pay. And I’m pretty sure that’s who goes around that. Yeah, I don’t think there’s any there is regulation for called email. It’s called the canned Spam Act.

00:33:32:01 – 00:33:49:22

Unknown

So there’s certain things that you need to have in your code emails. You need to have an address and you have a way to unsubscribe quickly. It can’t be a dopey bait and switch email. Yeah. So as long as you follow a few simple rules, you’re safe, you’re within legal bounds. And I do not think there’s any legal limits about social media messaging.

00:33:49:24 – 00:34:09:21

Unknown

There might be limits and restrictions based on the individual social media account. So, for example, on Twitter, if Twitter catches you doing it, you might get a Twitter account suspended. But there’s nothing legal that you’d be implicated in that I know of. And to this day, I’ve operated hundreds of these accounts and I still haven’t had any issues.

00:34:09:23 – 00:34:31:24

Unknown

Very cool, very cool way to how long you’ve been doing this. And what did you crack it? I’ve been in marketing for close to ten years and I’ve been doing a lot of automated messaging those entire ten years. And now I live and breathe this stuff. So always testing new tools. It’s a blast for me, especially with a lot of cool stuff coming around the pipeline.

00:34:32:01 – 00:34:49:24

Unknown

Very cool, man. Very cool. Why don’t you tell listeners you’re in the ship? Anything else you got? Any final tips you want to add once you tell them where they can learn more about you? I don’t think we covered a lot of that. I hope it was helpful for you. Your hope was helpful for everybody. If you do want to learn more about me, the best place to learn more about this content is my YouTube channel.

00:34:49:24 – 00:35:07:07

Unknown

Go to YouTube, type in lead Gen J. I’ve got deep dives into everything that I talked about here on that channel. Get a free course that you can enroll in, go through, learn how to generate leads that way. And if you want to send me a message, go to CMO J. Feldman on Instagram. Send it over there. But this is a blast.

00:35:07:07 – 00:35:26:15

Unknown

They hope I provide a value for some people. Yes, sir. And thank you guys for listening to other episode of the Real Estate Marketing Dude podcast. Folks, you guys know where to find us to visit our show, leave us messages and visit our new software referral suite. That’s WW dot referral suite wect dot com. That’ll teach you how to We’ll teach you anything.

00:35:26:15 – 00:35:44:18

Unknown

I’ll do it for you, but it’ll market your database, stay in front of them so you remain top of mind. Build a personal brand that people stop forgetting about and start sending you more clients. Appreciate guys less. Another episode we’ll see all next week, but 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.

00:35:44:24 – 00:36:04:20

Unknown

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

Video in 2024, It’s No Longer Optional

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Today we have Nick Niehaus on the show and we are discussing video in 2024. If you aren’t using video, then you are doing something wrong. Get ahead before it’s too late.

Resource

Nick’s Website

Transcript:

00:01:40:20 – 00:02:10:17

Unknown

00:02:10:19 – 00:02:30:10

Unknown

What’s up? Ladies and gentlemen, welcome to The Wrap. So the Real Estate Marketing Dude podcast. Folks, we’re at the end of the year here. And if you’re like most people probably thinking, Wow, 20, 23 sort of sucked, but what am I going to do in 2024? It’s what you should be doing this time of year. While business is slow this year, maybe a little bit slower than the normal for a lot of people.

00:02:30:12 – 00:02:47:10

Unknown

But regardless of what happened this year, when the summer comes around, one of the things I always do is just practice and think about what the hell I’m going to do next year differently. What changes am I going to make? One of the things that you have to do is make changes, especially right now, this is the best time to make changes.

00:02:47:10 – 00:03:12:06

Unknown

Is when everybody started looking around what to do when there’s an interrupt or a pattern change or anything like that. That’s the best time to go out there and actually stand out. Stick out. One of the ways to do that is going to be obviously with video, if you’ve been on the show for quite some time, we talked about video, we script an interview, lots of videos over the years, and we brought on Nick that’s going to tell us everything about video, where he sees it going and whatnot.

00:03:12:08 – 00:03:32:04

Unknown

And that’s we’re going to talk about today. What are you going to do next year in video? A lot of change. In the last 18 months, we saw long form go to short form. We saw, you know, like the need for less, call it edited videos even more. Authenticity has always been the key. But what’s coming in 2024, you have artificial intelligence.

00:03:32:04 – 00:03:47:11

Unknown

Can you use that for script writing all this other stuff? So that’s we’re going to be chatting about today. So without further ado, let’s go ahead and introduce our guest, Mr. Nick Niehaus. Yeah, absolutely. Thanks, Mike. Excited to be here. Thanks for having me on. Why don’t you tell everybody a little bit about what you do business school.

00:03:47:11 – 00:04:03:04

Unknown

What does that tell you about when you get into it? Like because what we want to talk about is how we’re going to do in 2024 on video. What can we do that you haven’t done already or what you see where the trends and what should we be focusing on? Yeah, absolutely. So I guess, first of all, you know, I run a company called Business Video School.

00:04:03:06 – 00:04:22:03

Unknown

We primarily teach real estate agents how to use video. And one of the key components of that is that we really teach people that video is a form of communication. So, yes, it’s a marketing tool. Happy to provide some tips and tricks on that front today. But I think that that in my mind and heading into 2024 is maybe the most important thing to sort of understand.

00:04:22:04 – 00:04:38:20

Unknown

You know, coming into this year. You mentioned obviously it’s been a tough year. And the good news about that is that there there’s less noise, there’s less people marketing. I mean, there’s literally less agents than there was a year ago. But there’s also just once agents that cut back on their their ad spend, they cut back on their effort.

00:04:38:21 – 00:05:02:05

Unknown

You know, they’re they’re out there looking for side hustles. And I get all that. But that means there’s just less content being created, there’s less being posted. And so a lot of ways, I think heading into 2024, I mean, you got to think about it as an opportunity. I mean, this is this is a chance if you’re still serious about your business and you’re looking to grow, we are the projections look like we’re going to see a bit of an increase in transactions, not back to where we had been, but that’s going to help a little bit.

00:05:02:05 – 00:05:29:15

Unknown

So I think that, you know, you mentioned obviously short form got big. I think we’re actually seeing a shift a little bit back towards long form. Again. You know, Tik Tok added 10 minutes and a live video never went away. Rights. There’s some opportunities there. But I do think you know what you’re talking about, authenticity wise, that is probably the biggest trend we’re seeing, is that I was doing an example, as I did doing a presentation that day, and I asked the roomful of folks like, who here can define your ideal customer, Tell me about them.

00:05:29:19 – 00:05:45:15

Unknown

Like, do you know any of the information about that person you’re really trying to attract? Is that niche? Two or three years ago, nobody had an answer, right? Like everybody was just like, I buy it. So how’s anybody I can work on? Anybody. I wanted to relate to everybody. Again, we’re like trying to do what everybody like the person, like they can’t stand, like, you name it.

00:05:45:16 – 00:06:02:05

Unknown

How are you going by us? I got you, bro, Right? Yeah. Like the guy I absolutely hate. I really want to work with that person. Right? Like, we know that’s not true. We know that’s also just not how your business works. You tend to attract, you know, certain categories of individuals and probably push away other types of individuals that sort of natural, but that was what struck me.

00:06:02:05 – 00:06:20:24

Unknown

This event is the average person in the room. They actually had some information about their ideal customer. They had started to think about this and that. To me, that’s the that’s the thing that’s shifting. You know, I think a lot of agents that have been serious about their business for years have finally sort of accepted this reality of like, look, communication is easier.

00:06:20:24 – 00:06:37:16

Unknown

That’s ever been it is so easy to put information in front of other people. And what that means is there’s just so many more people doing it. So if I want to cut through that noise, I have to say something more customized for my ideal customer. Right? I got it. I got to get a message, is going to get their attention and is going to attract them.

00:06:37:16 – 00:06:54:17

Unknown

It’s going to get them to want to start paying attention to me on a regular basis, especially in these periods where not that many people are buying or selling houses. Right. Because that’s that’s your brand, period, right? I mean, if anything, the agents that did it right this year, they focused on brand building. They got even better, you know, sort of learned even more about that ideal customers.

00:06:54:18 – 00:07:08:19

Unknown

They could cater their content even more to them. And now they have thousands of additional people that know who they are, who are starting to trust them, starting to like them, you know, starting to see all the stuff they have in common with them. As soon as those people want to sell their house, they already have their agent.

00:07:08:19 – 00:07:23:01

Unknown

Right. And I know I know you’ve been talking about, you know, being top of mind for for many years. Right. That’s the power of video. Is your face being the first face, the pops into that person’s head. And so I think I think that’s the big trend right now is is get to know that customer. Be honest with yourself.

00:07:23:01 – 00:07:38:08

Unknown

It’s okay to narrow down and sort of pick a certain kind of group of people and then just make sure you understand them really well. And then my favorite version of this is to look at where you overlap with them, right? So what are your interests? What are what are pain points you’ve experienced in life? Match that to your ideal customer.

00:07:38:08 – 00:08:08:04

Unknown

Find those those commonalities, the things that both of you are really excited to talk about. And that takes some work. It takes a little bit of soul searching perhaps, but you do that come to 20, 20 for that information, you’re going to kill it. That’s great that people are actually seeing it. You’re right. They are. I could really I mean, I really thought about it because they’re usually when I used to do a lot of like brand, the first question like what’s interesting, you and everyone else like this first thing ask right See like if they if they can recognize that and a lot of times 90% of time like, I’m going to you

00:08:08:04 – 00:08:23:10

Unknown

know, work in the best interests of my client, I’m going to do a good job on them. I’m like, Are you supposed to do that? Like, yeah, like, like basic requirements of the job. Yeah, But yeah, I mean, that’s good because that’s all this is, is brand. So like Nick, are you told me that I just get on video.

00:08:23:10 – 00:08:41:21

Unknown

I’m not just going to start generating a ton of lead just because I’m on video. Well you know unfortunately nowadays no. Right. I mean, there kind of was that point man. We used to make videos. They’re just generic. Is that put them out. People get business. Right. But yeah, I think that ship sailed a little bit. Yeah. And let’s talk a little bit because you hit it on the heart.

00:08:41:22 – 00:09:01:08

Unknown

Go even deeper with it. Dialing in like the content strategy because it’s not what you say, it’s how you say it. That if people are paying attention to you and often people are so scared to the, say, the how and how they would when no one’s looking. So what I mean by that is like, you know how the same way you are when the nobody’s watching you like when you’re by yourself is the exact same way.

00:09:01:08 – 00:09:19:19

Unknown

You should be on video when everyone’s watching you. You know, But it’s hard for people to do that. We put that like, what is Johnny going to say about me or What’s Melissa going to say about me? And like, who cares why? You know? Like, how do people get over that? Well, yeah, that’s a great question. I think that that is and I’ve seen that.

00:09:19:19 – 00:09:32:16

Unknown

I mean, you and I both seen that a thousand times, right? It’s like it’s it’s always the most Randy’s like, I have this cousin and he’s always been mean to me and like, he’s going to comment on my video and I’m always just like he’s, yeah, of course he’s been doing that his whole life. It’s he’s just that’s who he is.

00:09:32:16 – 00:09:52:06

Unknown

That’s nothing new with you, you know, but that will hold people back. And so, yeah, I think so to me a lot of that is is luck when you when you do social media, you know it’s I think that’s what most people think of when it comes to video. It’s always going to be a performance. I mean, there’s a way because the thing is like you’re never going to get rid of that aspect that just sort of any random person could see that content.

00:09:52:12 – 00:10:12:16

Unknown

Any comment could come through and you just can’t predict it. So the flipside of that is, okay, look, if that is a performance and there is going to be a little bit of nerves no matter what, are there other kinds of video? Are there other places I could be sharing content or are there other ways I could talk to people through the video camera that aren’t the same kind of pressure, you know, maybe to get some practice, get some familiarity?

00:10:12:18 – 00:10:31:15

Unknown

A lot of that, I mean, because in my mind, like any type of or to somebody, if everything else was second nature by then like if if using the equipment was was really convenient, they’d done it a bunch of times of speaking into a camera was familiar. And the only thing that was new was just the information they were sharing at that moment, then they’re pretty natural, right, because they’re comfortable.

00:10:31:15 – 00:10:48:00

Unknown

So I think it’s about reps, right? It’s about how many how many reps do you have? How many times you made a video? That’s why for our school we always teach our students. I mean, start at the other end of the spectrum. Start with 1 to 1 video messages, right? You’re sending a video to a single person. My favorite example that is Happy birthday videos.

00:10:48:04 – 00:11:01:05

Unknown

Get on Facebook. It tells you whose birthdays are happening today. Like literally next to each one of them is a message button. Yeah. And you can click it. You can jump into messenger and send them a happy Birthday video about 15 seconds. I do that demo on my my trainings all the time. Like, get your phone, let’s do it right.

00:11:01:05 – 00:11:18:13

Unknown

2 minutes later, you send a couple these videos. So that’s just there’s just so little pressure. But the crazy part is like it also has business ROI. I like it. It’s actually one of the most effective forms of video we’ve ever seen because because it puts you again, it keeps you top of mind, right? Like you’re in their head now, Like they just saw you.

00:11:18:15 – 00:11:35:03

Unknown

You just you just smiled at them. You wished them happy birthday or whatever it is you said, Hey, that that vacation you went on. Look, thought a lot of fun. Let me know what I should check out if I ever go there. Whatever it is. 15, 20 seconds. Now you’re in their head. Now they’re going to remember you a few weeks later when they when they, for whatever reason, have a need for your product or service.

00:11:35:03 – 00:11:51:13

Unknown

Obviously, if they need to sell their house, you know, you’re going to be more likely to pop up. And it’s just so low pressure. So I like to start there. And I think that when you when you start with these simpler kinds of video, especially when you see the business impact. Right. So a couple weeks later, you sent 50 of them to a, you know, 50 people.

00:11:51:17 – 00:12:06:03

Unknown

A couple of them reached out. You had a couple meetings scheduled, whatever it is. Right. That just makes you sort to accept, okay, this is worth it, right? Like, I can do more of this. I can keep taking more chances here. And then we kind of build on that, Right. So I think that thing that helps a lot.

00:12:06:03 – 00:12:25:16

Unknown

Yeah. Yeah. It’s like you need a little bit of confidence. You need those little wins when you get when you’re getting started. Like, and, and you’re like, yeah, you actually watch that. What. I don’t think anyone watch that video and you might have had like ten views, but if four of them were impactful, like it was worth it, you know, like don’t look at, yeah, look at the law and it’s a long game.

00:12:25:16 – 00:12:56:16

Unknown

So here’s a question I get for you. Curious how you’re going to answer it because there’s a in you got to approach it the right way. So like is video lead generation or is it branding. Yeah. I mean that’s a hard one right. Because I think I will say number one it’s branding, you know, I think it absolutely can do both, you know, I mean because again I think video is one of those things that it’s the closest as, as a species because like you know as humans like we’ve been inventing new ways to talk to each other for hundreds of years now.

00:12:56:16 – 00:13:13:02

Unknown

Right? I mean, just in the past 30 years, I mean, you different ways that we invented that we can share our ideas with each other. There’s a whole bunch of them, you know. So I do think as long as you just accept that, hey, this is this is a new way to build relationships, and it’s the closest we can we can actually get to being face to face, right?

00:13:13:02 – 00:13:27:21

Unknown

I mean, you look at I like to make the example of, you know, look at the pandemic. And I know we all got burned out on Zoom, but that was thank God we had Zoom, you know, because otherwise you’ve been on the phone all day. What about conference calls? You know, it just would have been much messier, much less impactful.

00:13:27:21 – 00:13:44:07

Unknown

We would have we would have misunderstood each other at a higher rate. All that’s been research, you know, So it’s it’s very proven that, like, look, when I get in front of somebody, their brain in a lot of ways actually feels like they’re having a face to face conversation with me. So branding number one, right? Because it’s a relationship building tool.

00:13:44:07 – 00:13:59:05

Unknown

They’re becoming familiar with you. They’re starting to form that trust. And that is one of the problems, right, is that a lot of times when you get results from your video marketing, it’s not because they just watch a video, immediately click the button and then they’re going to call you and say, I just watched your video. I’m signing up right?

00:13:59:07 – 00:14:24:02

Unknown

Because it’s kind of like, you know, calling up a friend and saying, you know, or calling somebody. I’d be like, Hey, you know how we’ve talked to each other several times in the past? Like, that’s why I’m calling you today. Like, that’s that’s a like people are going to do that normally. So you have to ask. I think that’s the takeaway there is if you do this stuff, you know, you’re going to you’re going to have you’re going to get weird comments from people like, you know, here’s one of my favorite examples of how, you know, this is working is you go to a networking event and somebody comes up to you and it feels

00:14:24:02 – 00:14:38:14

Unknown

like they’re really familiar with you, right? Like they’re they’re like, hey, you were doing the thing the other day and like, you were talking about this and you don’t really remember who they are because, I mean, that is just What’s up, dude? What’s up, bro? Right. Subdued. hey, how you been? Yeah, Yeah, Good to see you. Right.

00:14:38:16 – 00:14:59:03

Unknown

Like, I don’t know, I started. I started to just almost say that in action. yeah. Good to see you. I like is if I know him. Because half the time, I think I do. But that’s what. That’s what you look for, right? Is like, are the conversations starting to shift and all of a sudden it’s cool because I mean, I go to the stuff nowadays and I don’t have to, I don’t know, strike up small talk, you know, like people remember who I am or I’ve never met them.

00:14:59:03 – 00:15:13:04

Unknown

And but they’ve seen me a bunch because of my content. And so I think that’s a good indicator. And then if people are calling you, just ask them, you know, where have you seen me in the past few weeks? You know what? What kind of are you see in any of my stuff on social? I’m just curious if it’s working and all of a sudden that’ll trigger.

00:15:13:10 – 00:15:38:11

Unknown

yeah. I watch your videos all the time. Okay, well, now, you know, that’s where those leads are coming from, right? Yeah, A lot of it is like these videos build up over time. You guys like it’s not a Yeah, instant like, gratification thing. And that’s like we had we have one one gallery that’s an attorney and she’s like, she’s only shot like four videos and literally like five months.

00:15:38:13 – 00:15:54:03

Unknown

She’s like, Why isn’t this thing working? Like, dude, you got to shoot more videos. Like, you got it. So like, there’s this you got creating the videos only have to battle though, but you have to distribute, right? So why do we walk them through that importance of that? It’s not just creating the video that’s only half the battle, guys.

00:15:54:03 – 00:16:13:09

Unknown

If you don’t get it seen, then that’s. yeah. So like, I see it all the time. People will post or they won’t be social on social media. Then they expect the video to work, right? So like it’s not Craigslist. You can’t just post the video on Facebook, but you’re never social on Facebook yet yourself. And then it’s it’s like it’s not going to work.

00:16:13:09 – 00:16:33:17

Unknown

So question is, is video versus creating versus distribution, Where do you put the which is more important? All right. Yeah. No, that’s I mean, obviously, I’m preaching to the choir with you, right? Because you get all this stuff. You’ve dealt with all this discussions before. And yeah, that’s a huge point is it is so easy, especially if you’re nervous, right, to make the content.

00:16:33:17 – 00:16:45:22

Unknown

And then and then for whatever reason you sit on it. I still need to edit it. I still got to change that one graphic or whatever. It is crazy. I use that a lot, you know? I mean, I got to the point where I had to just hire an editor on our team. Just be like, Look, I’m just going to shoot this stuff.

00:16:45:22 – 00:17:08:13

Unknown

It’s going to be in this folder and then you’re going to take it, edit it and post it for me. So that just never happens again. So yeah, you know, distribution, I think it’s probably the most important part, you know, I mean, because, because I don’t think that the quality of the video is really what matters. So, you know, as long as you made something where I can clearly understand what you’re saying, I think that’s that’s kind of the one benchmark I always look for is like the audio is clean enough.

00:17:08:13 – 00:17:22:22

Unknown

I can hear you. You know, as long as I can understand what you’re saying, then it’s good enough to share and you will get better. Right? But you don’t you don’t necessarily improve that much if you’re not getting any kind of feedback, you know, So if you you know, if you share a lot of content, you tend to get some feedback.

00:17:22:22 – 00:17:40:14

Unknown

You can ask for more, you can collect data, you can look at your stats, you can see where people stop watching the video and go back and see why there’s so much information that you get from that that allows you to make those changes and improvements. So yeah, I think distribution number is probably more important. I think then it’s also dormant.

00:17:40:15 – 00:17:59:08

Unknown

Don’t forget you can reshare the same video. I think people, they sort of forget to do that too, right? Because I mean, the first time you put something out, number one, but people didn’t see it. Number two is the idea of especially if it resonates with people will resonate again, You know, so I’ve taken some of my more popular videos that have performed better and just reposted them, and they do even better the second time, right?

00:17:59:08 – 00:18:15:22

Unknown

Because then that person saw it two months ago. Maybe they recognize it, maybe they don’t. But but again, that’s kind of reinforcing that idea for maybe sort of the comment. Most don’t even notice it. It’s all in our own heads. Like no one remembers, like the video they watched yesterday. I don’t remember. I know I watched Stranger Videos yesterday, but I could I couldn’t tell you one of them.

00:18:15:24 – 00:18:31:20

Unknown

I just know I saw. Yeah, I’ll be halfway through reels all the time and I’m like, Wait a second, I think I’ve seen this before. Like two days ago, you know? But I’m still watching it again, so. And then back to what you’re saying, I think that’s huge too, which is you have to do the work on the other half, the other side of the coin.

00:18:31:20 – 00:18:48:18

Unknown

Right. Which is you have to engage that. That was I got that wrong, too, when I first started. Right. Like I very I resisted social media initially. You know, I kind of grew up in the the era when these things were like literally coming out right to like my a couple of years ahead of me would have been like when Facebook was was released at Harvard.

00:18:48:19 – 00:19:02:18

Unknown

So a few years later, like when I could have signed up for Facebook initially it was still just college students, you know, just to kind of show you the line up there. And I could of and I didn’t I kind of waited until the end of school to ever even sign up for it. So when I first got on, you know, it was for business reasons, right?

00:19:02:18 – 00:19:19:20

Unknown

It was all about like, I want to I want to get attention for my business. And I did that. I just I just posted. Right. And I had a bunch of friends and I kind of wondered like, okay, why doesn’t this lead to much? Once I started commenting and liking and engaging with other people’s content, that’s when I saw that that switch kind of flipped, right?

00:19:19:20 – 00:19:35:09

Unknown

Because, I mean, you got to remember, like the algorithm is going to look at the first 20, 30 people. It shows your post to right. And if those people engage and they comment and they like it and maybe they share it or something like that, then it’s going to go show it to a bunch more people. Well, you can create those relationships, right?

00:19:35:10 – 00:19:50:20

Unknown

I mean, there’s there’s a certain group of people who are pretty active on social on both ends, right. If they’re posting a lot. I mean, they’re also logging on and looking at things a lot. So get out there, engage with their stuff, contribute in a meaningful way. And all of a sudden, couple weeks later, those people will return the favor.

00:19:50:20 – 00:20:11:00

Unknown

And now that that seeds, that initial engagement with your content shows it to more people gets in front of more of those strangers you may be trying to attract. So yeah we we emphasize that a lot as well, which is, you know, if you’re having a problem and you are posting relatively regularly but you’re not seeing the engagement, go give the engagement and then see what happens to a street.

00:20:11:00 – 00:20:32:01

Unknown

Folks. What about frequency? How often should I be creating content and should I be doing short form or long form? And like, how many videos do I need to do every single month or week to stay consistent? Is there? Well, and that’s that’s the thing, right? That to me that word the second one is consistency that that is actually, I think, more important.

00:20:32:03 – 00:20:49:22

Unknown

So I think frequency, I think a lot of people try to start with too high of a frequency, right. Logo. You know, I keep hearing you’re supposed to post three shorts every day, which is a lot. I mean, any of us made content like suppose she were trying to make decent videos. That’s a ton of content, right? So, okay, I’m in post three a day and they post three today.

00:20:49:22 – 00:21:03:03

Unknown

And the next day they post three and then they post two and then they give me like, I can’t do this and they stop altogether. And it’s yeah, it’s like you run out of business, right? It’s like you had this presence. People are seeing you and then you get you vanished from them. So I think it’s better to start with.

00:21:03:03 – 00:21:25:01

Unknown

Just think about what you can do. Not not totally comfortably, you know, push yourself a little bit, but like what isn’t really outside the current realm of possibility, so to speak. Right? You’re not making a single video ever once a month to start, right? If you do that two or three months in a row and it was a piece of cake and you feel like you do more, make a bonus video or to write and then gradually up that frequency.

00:21:25:01 – 00:21:42:05

Unknown

So as as once a month becomes comfortable, I’ll go to twice a month, go to once a week, you know, and then kind of see where you settle in in the long term. There are examples of this all up and down the spectrum, right? I mean, if it was that every successful business owner kind of did the exact same thing, then there’d be a formula.

00:21:42:05 – 00:22:03:04

Unknown

Unfortunately, it is, you know, all over the place. I remember now, Mark Rober was is an extremely successful YouTuber. He’s got his own sort of like toy engineering business nowadays based off of the following he posts like once a month. It is very infrequent, but it’s consistent and people know as the kind of take me out every day takes my other that much closer to his next video.

00:22:03:06 – 00:22:27:15

Unknown

And so it can build and it can build, you know anticipation right? People get excited that the next one’s coming, but it’s going to take a little bit of time. But it’s got to be consistent, right? If you don’t show up consistently, that’s where you have problems, right? That’s where where the algorithms starts not liking you. You know, I mean, these companies, they’ll they’ll favor the people who post regularly because they know that people are going to keep logging back in to see your stuff and therefore they can sell ads.

00:22:27:17 – 00:22:44:07

Unknown

So if you are posting consistently, they will show your stuff to more people because they see you as more of a partner for their ad sales, which not they make all their money, right? So that’s that’s where I focus on. Right. And then I think from there, I mean, between short and long and kind of all those decisions, that’s a personal preference in some ways.

00:22:44:07 – 00:23:02:01

Unknown

I mean, Short is really popular right now. I like short form, especially for newbies, because if you’re putting out your first piece of content and I’ve never seen anything from you before, I don’t trust watching you for 10 minutes, right. Like you’re just a total stranger or in that case, a 22nd short. I might give you a chance and I might watch it.

00:23:02:01 – 00:23:30:06

Unknown

And if I like it, then I’ll watch until a bit longer next time. So I do think it makes sense to start short and then kind of build to the longer content. Agreed. Agreed. Don’t overthink it either. sure. You’ve got to pick like one one spot because of something. You can’t do not do anything. There’s a tension and then there’s like legion, like the long form is going to be more like the people are way more down your funnel need you, but it’s the short that leads to the long.

00:23:30:06 – 00:23:45:24

Unknown

So you have to have a little bit of both. I like long for website stuff. yeah. Up to there. You know, you got to have all your long stuff there. It makes sense. But then short form, we don’t see a lot of that. I’m not like the engagement on the logs just like doesn’t happen anymore no matter who it is.

00:23:46:01 – 00:24:05:13

Unknown

Just seems like they’re just pushing those things up and the shorts are doing well. It’s crazy, but it switches. It switches. So what about 2024? What do you do? Yeah, you guys are doing some cool stuff I hear with AI and whatnot. Like, how are you using. I would video scripts is probably like if you guys are stuck with what to say.

00:24:05:13 – 00:24:24:13

Unknown

Like use A.I. for your scripts. So it’s not that hard. There’s literally everything. Verify what it says first verify you agree with what the air bot tells you. Yeah. I don’t like read it. Don’t just like say something you don’t believe or agree with, but use it as a good baseline. How are you guys using it right now and what do you see the opportunity right there with it?

00:24:24:15 – 00:24:42:16

Unknown

Yeah. So we’re got you know, we’re trying in all kinds of stuff. So yeah, first and foremost, I think script writing, it’s incredibly helpful for that, especially now that Jackie Beatty and several others have Internet access, right? I mean, you can have it right yet current up to date, factually accurate information. You’re right. You do have to double check it.

00:24:42:16 – 00:25:01:17

Unknown

Just make sure it doesn’t make any mistakes, that it does a lot less of that than it was even six months ago. So it’s gotten a lot more trustworthy. But you still want to verify. And then from there, I mean, we’re starting to see opportunities with now generating images and graphics. So one of the things we did in our school is we started building our own tools there.

00:25:01:18 – 00:25:26:10

Unknown

They’re based on the same tech as Chad GPT. We’re just using the API, but we’re able to kind of further train the the API a little bit. So the right scripts that are really specific to social media, that are specific to the real estate industry. We have a new tool now. We have something that we’re introducing tomorrow actually, which we’re calling workspaces, which is basically like all of the tools that you need to make your video all on one page.

00:25:26:10 – 00:25:43:10

Unknown

So we’ve got one that writes a script for you. The second one will generate a background image that you can use if you have like a green screen set up and nowadays you don’t even need green screen, You just click a button and it removes the background for you automatically so you can swap that in. So we’re doing like a holiday video challenge tomorrow and so they’re going to using that stuff for that.

00:25:43:12 – 00:26:03:23

Unknown

So those are couple examples. And then I mean, from here forward though, it’s just going to get crazier, right? I mean, because you’re looking at that full automated editing in some cases like right now, there are some tools starting to come out. We use a tool called carpooling sometimes, and it’s not perfect yet, but they have one now where you can just essentially talk to it and it’ll do the editing you want.

00:26:03:23 – 00:26:21:12

Unknown

So some of the technical skills you need to edit your videos going away, right? So like just being like, Hey, three minute, you’re 3 seconds in, add a graphic with my name and it slides in from the right and it’ll do that and will generate it right. It’s like that’s happening now. There’s so matters, right? Like people just, you know, fake people talking to the camera for you.

00:26:21:12 – 00:26:45:07

Unknown

Right. So it’s filed. Yeah I saw one a tool that I saw one that are doing like cool YouTube images for thumbnails, which I thought was cool. I forget what which one it was. But there’s another A.I. tool that was got I lost my train of thought. I’m going to it’s going to come back to me in a minute.

00:26:45:09 – 00:27:08:02

Unknown

What was I using that thing for? Something fucking crazy? And I have to. It just lost my train of thought. I’ll come back to it. I mean, yeah, there’s some that are like. Like one of my favorite versions right now is there are several to do it. One I know of, it’s called Opus, but it’ll take a long form video and it’ll just cut it up and do a bunch of shorts for you, you know, And it even has like the intelligence kind of find the most interesting points in that video, right?

00:27:08:02 – 00:27:23:07

Unknown

So, I mean, it’s crazy what’s possible. We had one that’s what I was going to say. We had one translate in the Spanish like it was the same person. English. They’re speaking in English. And it literally translated everything in Spanish and in the voice it looked. I’m like, That’s not even though I’m like, No, I know. It’s not like I’m like, that’s a yeah.

00:27:23:07 – 00:27:44:07

Unknown

They literally translated to Spanish, which is a big deal because you can’t edit in Spanish. You just switch over like, that’s crazy. So there’s a lot of that coming through. But these are these were just solving for problems that people who couldn’t get on video previously had. So there’s really not an excuse anymore. I mean, you could literally become anything by just do a little bit of research with any of that stuff.

00:27:44:07 – 00:28:02:07

Unknown

And that’s and that’s a great yeah. I mean that that’s important to keep in mind here is that like, look, if you think you had a runway to drag your feet to use in video, I mean, it’s about gone now. And I think especially because, I mean, it’s one thing to compete with other people, right? So you can you they all have their insecurities, other issues.

00:28:02:07 – 00:28:18:06

Unknown

They’re going to take their time to, you know, that’s already kind of fade now because enough people started doing this. But now you’re competing with a I to right now. I mean, heck, if somebody was nervous going on camera, they can use a fake avatar and put a video out there and like, I don’t think that’s as good, but as you being on camera and talking to people.

00:28:18:06 – 00:28:47:08

Unknown

But it’s more content, it’s more noise, right? It’s easy to create. And so, I mean, yeah, the urgency has has just continue to accelerate. I mean, it’s really getting to a point where what is possible is just incredible. But that also means, you know, there’s no sitting on the sideline anymore, right? Because I mean, again, you got to remember, like, it’s all that psychology that the effect of somebody seeing your face in that face is talking to them and the way that that builds that relationship, that Parasocial relationship.

00:28:47:10 – 00:29:04:15

Unknown

Parasocial was apparently like one of the finalists for word of the year in 2023. Right? So it’s like that people get this stuff now, right? I mean, we’re all conscious of it. And so, yeah, I think I think that that’s I think is kind of coming a little bit out of left field because we didn’t really know these things were going to pop up in advance so quickly.

00:29:04:17 – 00:29:20:14

Unknown

But yeah, I mean, it’s really opening the possibility that we could see AI real estate agents, you know, I mean, you could see these kind of like fake avatars that work somebody through almost the entire the only thing they wouldn’t be able to do is physically show a home. Right? But I mean, you could do virtual home showings with an AI avatar.

00:29:20:14 – 00:29:44:22

Unknown

I mean, it’s kind of wild to think like what some of these tech companies are going to be putting out in terms of products that are competing with a traditional agent here even in the next 12 months. So I don’t know they’ll come that fast, but keep an eye on it. What about for realtors right now? I mean, I don’t know any like big pop producers are aren’t doing video like it’s sort of weird if they’re not at this point in the game like and that I mean, that alone should just give you as motivation you have to do it.

00:29:44:22 – 00:30:18:13

Unknown

It’s like it’s it really isn’t I don’t in real estate it’s such a personal brand business like like you have to be on video. It’s your face, not your brokers, your face that matters. Have you seen I still I’ve yet to see anyone that doesn’t like work with yet. I Yeah it’s hard to think of any I mean even the ones that are sort of more traditional agents that are have been successful for decades and you know didn’t necessarily need to carve out a new audience like they’ve, they’ve reluctantly started doing it, you know, just because I mean, you don’t want to wait until your clients are asking for it, right?

00:30:18:14 – 00:30:34:14

Unknown

It’s like you got to get in front of at least that. And I and I was joking, you know, a few months ago, I was doing a presentation. I basically pointed out I was like, look, when people start getting video messages from their mechanics about their car and what’s wrong with it when it’s in the shop like star point, they’re going to expect this from you.

00:30:34:14 – 00:30:49:16

Unknown

They’re going to start asking for it and like you want to be learning it, then it’s not it’s not something you learn in a day, right? You learn it now. So you can preempt that. And literally in that particular guys guy raise their hands like, you know what, my my BMW dealership just sent me a video message yesterday and I was like, well, I mean, it’s happening, right?

00:30:49:16 – 00:31:05:07

Unknown

So I got I got one for my plumber. Like plumber come over. And it was it was cool. Like it was like he and it was a little intro. It was a little about video. I was like, here’s your technician. And it was it was like such a personal touch. The kid was like 22 years old, you know, and the company, like, set up the video.

00:31:05:07 – 00:31:18:12

Unknown

But when he showed up to the door, I’m like, yeah, you’re the guy in the video. It was I was like a little different of a, you know, tell me, I hate plumber, How are you doing? But now he saw a video. There was a different what’s the word is a different exchange of Hey, nice to meet you.

00:31:18:12 – 00:31:37:10

Unknown

I almost felt like a new beat already. Right? It’s just like. And it’s just that little touch is a difference many times for getting hired or not. Especially when people are like, looking for an agent. You got to stick out and do something differently. Anything else you want to add for 2024? Any other tips? Anything that you want to you tell people to be on the lookout for?

00:31:37:12 – 00:31:54:08

Unknown

Well, you know, I think that honestly, I mean, if you just make video, the focus 2024, you’re going to be in good shape. You know, I mean, I think there are other things to think about. Obviously, we’ve talked a bit about it and that being a big part of those. But I think the reality is like this is the year to do it.

00:31:54:08 – 00:32:13:02

Unknown

The market is going to start to come back to some degree. I think. I mean, I’m I’m not that expert. I’m not the one saying that. But the experts seem to be saying that to some degree. And so, yeah, I mean, you just got to have awareness, right? I mean, you got to have enough people that know who you are, what you what you do, the fact that you’re a friendly, trustworthy person that they could see themselves working with in the future.

00:32:13:04 – 00:32:28:24

Unknown

And I just don’t see a long term future for people that don’t have that awareness. You know, I mean, if you’re not if you’re not seen as somebody if your face can’t pop into my mind when I think about real estate, you’re going to be in trouble at this point, right? I mean, I think that that’s really it.

00:32:28:24 – 00:32:47:02

Unknown

So I don’t you know, because video can be so overwhelming to people. I want to leave it at that. Right. Because, I mean, I don’t want to give you other things to to use to procrastinate. So at least when it comes to me, it’s like, hey, make it make it all about video, Make it all about getting yourself on camera, whatever that means, even if it’s as simple as just saying happy birthday to people.

00:32:47:04 – 00:33:02:01

Unknown

I mean, I think if you did that, you spent 2024, sang Happy Birthday through a video to every single person in your database. And that’s the only kind of video you made. You probably can change your business. Yeah, you probably will. 10 to 15% of the people who say hello to you are going to be moving themselves this year in 100%.

00:33:02:01 – 00:33:19:05

Unknown

I’m have referrals. So like whoever. Right. I think you actually sent me a video birthday email before on Facebook. You might have. I think I have. Yeah. I think it sort of sticks out now that I’m thinking about it. But I mean, that’s that’s like the perfect that’s like the perfect example guys. Like, I’m just like, yeah, Nick did send me one of those videos in the past.

00:33:19:07 – 00:33:48:21

Unknown

Now I have like, this is years ago. Yeah, Yeah. Why don’t you tell them the video business school or it or buys video Schools act so they can check it out if they want to learn more. Yeah. Yeah, absolutely. So easiest way to find us. Just check out the website. Bizarre video school accounts so busy video school dot com and yeah we got you got some freebies on there I think that’s a great place to start you can check out our memberships we do both monthly and annual plans that is not a long term contract.

00:33:48:21 – 00:34:09:13

Unknown

We don’t sell any individual courses so it’s very much a community based experience. We have an entire curriculum. We have 200 video recipes, which is basically video scripts on steroids. Monthly Challenges Q&A is, you know, all kinds of support tools. I mean, the laundry list is all there. But definitely check us out at bizarre video school dot com.

00:34:09:15 – 00:34:43:16

Unknown

Sweet. Thanks, bro. Appreciate you sharing your insight This episode we appreciate you guys. Another episode of the wrestling Marketing Do podcast folks, if you like this whole thing about generating and staying in front of your database and generating attention from the people that matter most, visit referrals. Sweet Adcom Referral Sweetcorn. We will farm your database through direct mail, video, email and give you everything the post and do on social media each and every day and months so that you don’t have to stop thinking about what to do on any of social channels and more importantly, the people that you want to remember what you do for a living will, and then start setting your businesses

00:34:43:16 – 00:35:02:08

Unknown

with attractions all about keep your personal brand from the people that are most and and forget who the hell you are. That’s all referral suite does WW dot referral suite dot com. Check it out and hope to see you on the inside. Thanks Nick and appreciate it too. Of course. Thanks for having me. Thank you for watching. Another episode of the Real Estate Marketing Do podcast.

00:35:02:08 – 00:35:23:03

Unknown

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. 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.

00:35:23:07 – 00:35:26:02

Unknown

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

Generate More Real Estate Referrals Being Everywhere All The Time

Post author By Mike Cuevas
Post date December 9, 2023
Categories In Email Marketing, Referral Marketing
Featured

Generating consistent stream of real estate referrals is crucial to your career and sanity. Staying in touch with your database isn’t optional, it’s a necessity. However, how do you do it without always talking about real estate?

Good news is you don’t have to. Actually, you shouldn’t really ever talk about real estate with your past clients and database because it could get annoying.

If you want to get generate a consistent stream of real estate referrals in your real estate business, you must stay in touch with past clients and everyone else you know! I’m not talking about boring them with market updates either.

Real Estate referrals are the easiest type of client to generate and the highest return on investment you’ll make in marketing your real estate business.

The question is how do you stay in touch and what do you say?

Past clients don’t want you real estate related content when they are not in the market, but they do want your relationship.

There is one thing you need to understand about creating more real estate referrals before you can implement any kind of system. Referral marketing is all about keeping your name in front of your database in a sell without selling type of way. It’s about being top of mind so that when real estate comes to mind, you are the only agent they think of.

WHY?

Because it’s impossible to be referred if people forget about you. Here’s the formula to why people refer Realtors.

They have to notice a conversation about real estate.
They have to think of you.
They have to introduce your name into the conversation.

If these three things are in place, then you should get plenty of referrals…

But they must remember who you are and what you do.

Referral marketing is not rocket science, but it requires consistency and a system to do it the right way. Many times agents overthink referral marketing, but it’s really simple.

So what do you talk about?

The best part of creating more real estate referrals is that you don’t ever have to talk about real estate if you don’t want to. All you need to do is remind your database you’re in real estate. We’ll get into more details as we talk about the three channels you should be using to do that.

You need multiple ways to communicate to your database to get the most out of your referral marketing efforts. The right way to market for referrals is to use a combination of social media, video email, and direct mail consistently.

3 Must Have “LISTS” To Create More Real Estate Referrals

Your “lists” are comprised of total number of contacts or people you can reach within direct mail, email, and social media. You need to create an email list, a direct mail list, and ultimately a social media following full of people whom you’d expect to send or do business with you.

Generate More Real Estate Referrals on Social Media

The best thing to ever happen for real estate referrals is Social Media.

Every social media platform serves as an additional channel to market your brand. Your “friends” on Facebook are part of your database because they live somewhere, which means they all have the potential to refer or do business with you. Think about how many old friends you don’t have time to keep in contact with anymore, but know what they are up to because you see them on Facebook. If you want more real estate referrals you have to be remembered!

Would you expect your social media friends to use you for their upcoming move? Then you need to keep reminding them that you are in real estate.

There is a right way to use social media and a wrong way. It’s not meant to be a classified ad section, don’t be cheesy. If you do it right, your “friends” will REMEMBER and REFER you. The proper way to do this is by sharing pictures or videos while telling a story about your business.

Social media is one huge relationship center! There is no better way to remind others what you do for a living than to make real estate related social media posts during your typical workweek! I recommend no less than 10-15 real estate reminders a month although that’s not a ton.

Remember that all of your connections on social media are all nothing more than a bunch of online relationships that will eventually move. Facebook and Instagram have been the most dominate social media platforms used by real estate agents for referral marketing, but you have to use them the right way to make it work for you.

The key is to consistently let others know what you do for a living without sounding like a sleazy salesman. You want to build your reach, friends, connections, and followers are much as possible with any social media platform you use.

Anything you share on social media is referred to as content. Share content like cool pictures of houses, cool views, client closings, final walk throughs, reels, or anything else that will reinforce what you do for a living to your friends. That’s how simple this is.

Generate More Real Estate Referrals With Video Email

Video Email marketing is also necessary to keeping a consistent presence amongst your audience. You should have an email list comprised of all the relationships you currently have. As long as you have a relationship with someone who you have implied consent to broadcast content to, they should be nurtured monthly with video email content.

The key to email marketing is not having the largest list, but one made up of quality relationships. To have an effective email referral marketing strategy, the content of your emails SHOULD NOT be generic.

Don’t Spam Your Database With Crap Content

There are many platforms that “Automate” email campaigns for real estate agents to their “database”, but the problem I have with it is that it’s not very engaging. Most people can tell they are pre-written emails and they are not very personable. The key to having referral success from your email marketing is to nurture your audience with very personal messages so that your content is more engaging.

Pre-written templated emails appear like spam and your people are more likely to unsubscribe or even be annoyed.

How good is your marketing if it never gets read or opened and feels like more of a nuisance receiving?

The national average open rate for emails is only around 13%. If you want to have a better strategy, you need to independently write your emails and make them personal. Don’t forget the main point of sending an email to your in the first place.

It should be to stand out and nurture your relationship.

We’ve seen open rates average over 40% using video based emails and creativity, which turns into a whole lot more real estate referrals. Email is also great because it has a 100% deliverability rate. This means that as long as you have the right email address that your intended recipient will receive it, but that doesn’t mean they will open it.

You need to create engaging content with your emails.

How Do You Create An Email List?

If you don’t already have an email list, you can easily get started by logging into your Gmail you are already using. Export all of your email contacts and then go through them and determine who should be on your list. If you feel like you would say hi to this individual walking down the street then they should be in there.

You will not have a relationship with every contact you export, but at least you have a large list to start with. Go through your contacts and delete everyone you don’t feel you have a relationship with. Once you are done, then BAM, you are in business.

Once you have your email list ready to go all you have to do is create a schedule that has consistency and follow it. The content of your emails can be whatever you want, but please make sure that you are providing some kind of value to your recipients. Don’t forget the point is to stay on top of mind of your audience so that you are remembered when they or someone they know may you need your services.

Generate More Real Estate Referrals With Direct Mail

This is going to be the hardest list to build, but only because it’s time consuming. Your direct mail list will be comprised of your closest relationships. We are not farming a strange community, but we are farming your relationships.

Who Should Get Your Direct Mail?

Your list should consist of anyone you would invite to your wedding or funeral. Your direct mail list is all about quality and not quantity. It’s not about buying a list of names and numbers to market to. If you do that, I am telling you right now, this is not going to work for you. We are marketing to our relationships, not farming strangers. Remember what needs to take place.

Anyone who says direct mail is dead has no idea what they are talking about. Direct mail is the most powerful list of the three. One of the reasons your direct mail list is so important is because everybody will receive it and physically touch your marketing message. You cannot say the same thing about social media(only roughly 17% of Facebook friends see your posts) or email (national open rate is 13%, but if you create consistent valuable content you can average 40-50%).

Yes, your direct mail will eventually get thrown away, but not before they acknowledge receipt of it. No other channel can provide a physical engagement with marketing other than direct mail!

To be honest with you it doesn’t really matter what the content on the mailing piece is, just as long as it’s entertaining or informative without and reminds the recipient that you are in real estate.

Once you have compiled a direct mail list of qualified relationships you can set up your direct mail referral marketing system. Your campaign can be a monthly newsletter, postcard, or even holiday card. Don’t forget that the point is not to push your service as much as it is to remind them of your existence. When you are remembered you are more likely to be thought of when they or someone you know needs your services. Make sure you use technology to automate all of your fulfillment so that you are not stuffing envelopes or stamping postcards. That is a waste of time.

Conclusion In Referral Marketing Tips

I hope this helped you see how keeping a consistent presence amongst your database encourages referrals. Don’t over think the strategy here. Using a 3 prong attack for your referral marketing generate more real estate referrals.

Did you like this article? Check out our Youtube channel for more videos.

Do you want to run a business instead of being run by one?

Do you hate cold calling or cold prospecting?

If you answered yes to any of the above questions, you might want to check out Referral Sweet.

You’re An Entrepreneur, Not a Real Estate Sales Person

Podcast: Play in new window | Download | Embed

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If you still see yourself as just someone who sells houses, you might need to reevaluate. In this market, you should be an entrepreneur. You should constantly be looking for new ways to make money in this market and new ways to capitalize on a shifting market.

Resource

Dan’s Website

Transcript:

00:03:33:13 – 00:04:04:18

Unknown

00:04:04:20 – 00:04:25:06

Unknown

What’s up? Ladies and gentlemen, welcome to Other Up. So the Real Estate Marketing Dude podcast folks, Rome is burning. Things are going all crazy. Holy shit. There’s another NAR lawsuit. This one claims to take down the industry. The number two just came out, I think, yesterday. Folks, this is not going away. And what’s going to happen? Sorry, my mic’s like pulling on me.

00:04:25:06 – 00:04:43:04

Unknown

But what’s going to happen is that the cream is going to. What’s up? What’s the saying? The cream rise of the top or what am I trying to say? Cream rises to the top. I think that’s what what I’m trying to say. But that’s what’s going to happen. This is like a what’s the DA wisdom rule called survival of the fittest.

00:04:43:04 – 00:05:08:11

Unknown

Right? That’s what’s going to happen. Survival of the fittest right now. And people are freaking out. I’m loving it. Like, not that people are freaking out, but I just see nothing but giant opportunities because I love paradigm shifts in the market when everything is going so smooth, so easy, no one changes and you become complacent. And that’s that complacency that’s got you kicking yourself in the pants right now because you haven’t changed in the market.

00:05:08:11 – 00:05:25:18

Unknown

Just caught you with your pants down. And when that happens, you have to change. And so many people are just stuck right now. They’re like still like me and they’re not doing anything. But folks, if you listen and pay attention, if I told you last quarter here, it’s just going to be about what to do when that shit changes and this is going to be one of those shows.

00:05:25:20 – 00:05:42:24

Unknown

So we brought on Coach Dan Gordon and Dan is going to go out and Ganz. A whole brand is for bad ass entrepreneurs only. Okay, so we’re going to talk to you about entrepreneurial ism because you’re not another salesperson chasing a check. You’re selling houses in real estate. You’re you don’t work for your broker, you work for yourself.

00:05:43:05 – 00:06:00:03

Unknown

And if you’re not positioned as an entrepreneur or you don’t view yourself as an entrepreneur, I will promise you you’re going to be out of business in the next 6 to 12 months. So without further ado, let’s go ahead and introduce our guest coach. Dan, what’s up, Dan? Mike, thank you. Thank you. Thank you for having me. I just.

00:06:00:03 – 00:06:22:09

Unknown

I love what you shared. I am a big fan of things changing. I’m a big fan of things breaking in. I’m a big fan of things failing because in breaking, failing and changing, that’s where you learn the most about yourself. That’s where you grow. But as human beings, we are designed to avoid new things. It’s just it is endemic in our humanity.

00:06:22:14 – 00:06:46:07

Unknown

And your ego, like the part of you that keeps you safe, tells you don’t do anything new. And when something new happens, it says, run away from it. Yeah, but look, I have studied successful people all of my professional career and the one throughline of every successful person I’m talking from Richard Branson to Dr. King was the Theresa.

00:06:46:09 – 00:07:11:14

Unknown

Everybody who has made a splash in the world. They have run towards change, not away from that. Now, it’s an easy thing to say. I mean, that’s a refrigerator magnet, that’s an Instagram post. But how do you do it? Right? It reminds me of like when I went skydiving, I was all about skydiving too. My instructor rolls open the door at 10,000 feet and I’m like, Holy shit at this.

00:07:11:14 – 00:07:37:08

Unknown

It just got super real. Yeah, that’s so here’s the here’s the first thing I want you. Thank you, Mike. You too, listener to remind yourself of. And that is, I’m safe no matter what’s going on. That’s different or crazy or you’re worried about actually, you’re safe. And it is in worry that you shut down your creative pipeline and things get worse.

00:07:37:10 – 00:07:58:03

Unknown

So worrying does not help. We only worry because we. Because we feel like we’re in control. If I’m worried about something, I’m taking action. You’re not. You’re actually limiting yourself. So the first thing you have to do is you have to surrender, worry And and remember, if something was going to take you down, it would happen by now.

00:07:58:05 – 00:08:25:18

Unknown

You know, the fact and I love realtors, I love people who are in real estate and I’ve worked with over a thousand entrepreneurs. And the thing I love about people in real estate is they work harder because they have to. It’s a really weird business. You begin a real estate business at a very high dollar product, and most people who get into business to not start at a high dollar product, you guys jump right in to the fire.

00:08:25:20 – 00:08:51:24

Unknown

And so because of that, it is so important that you connect with your clients on an emotional level. Thank you at all. Right. And so what that means Wait, everyone has commission breath, though. Everyone’s out there selling their Have you seen interest rates that here’s the post going around social media right now. You know, here’s what happened in 1972 when buyers waited for interest rates to come down.

00:08:52:01 – 00:09:34:13

Unknown

I’m like, Quit selling your shit, dude. Like, why do you always have to sell, stop, start, stop selling and start serving people and watch what happens? Like exactly. You can’t be a salesperson anymore. Like you you, you are in sales. Okay? But anyone in sales isn’t good unless they’re great at service first. Yeah. And. And what you’re saying about sales, the the perfunctory term of sales is that everybody hates salespeople because the way that salespeople act now, if you are selling in that way, you aren’t a salesperson, you’re con artist, you’re trying to convince someone to buy something.

00:09:34:15 – 00:10:00:23

Unknown

If and we’ve all had those experiences where we bought something and think, Wow, the person who sold me this, they weren’t like a salesperson at all. They just helped me. But that’s what you have to do. So we’ve been looking at condos in Long Beach, right? And the thing that’s so fascinating about this, the the realtors that we’ve talked to is so many of them, just like you say, Mike, they’re just pushing product.

00:10:01:00 – 00:10:21:00

Unknown

Here’s what I want to hear. And I’ve never heard this once, but for my clients who are salespeople, arms who are real estate agents, I’ve told them to do this and it works like a charm when someone walks into a house that you’re selling, you greet them and you say, Hey, can I tell you the thing I don’t like about this house?

00:10:21:00 – 00:10:36:08

Unknown

And the three things that I love about this, I see that all the time. I used to trash fucking house and I’d be like, just because, like, honestly, the first showing was like, I always set up a decoy showing because on the first show, no one knows, no matter what you guys like, you guys know the business. Like people say they want this.

00:10:36:08 – 00:10:49:01

Unknown

They never end up buying what they fucking end up saying they want buying from the beginning. So I always threw a bomb in the middle, especially on the first groups of showings. And I was there to earn trust and I’d be like, Dude, I wouldn’t like that. I want to let your grandma buy this house with a ten foot pole.

00:10:49:03 – 00:11:05:18

Unknown

Get the fuck out of here. Like, there’s no way in hell I’m letting anyone buy this house and I’ll talk them out of the sale. But you’re right, because what happens is that people are just like, Damn, that guy’s looking out for me. And I hate those. The little things are what generate referrals, guys, those little things and all those dos being best interests.

00:11:05:18 – 00:11:24:22

Unknown

My client. Like, if you’re worried about yourself, then why the hell would you let them? Like, we just called moral responsibility, dude. Like, I don’t. To me, that’s common sense, but there’s a lot it is people that it’s not to it’s scary. And you guys are the ones that are going to get your ass kicked as this lawsuit changes.

00:11:24:22 – 00:11:43:12

Unknown

All right. And it is scary. And the scary part is, is that you put all the time and all this effort into work it into something and you get nothing from it. Right. And when that happens over and over, you get traumatized. I mean, straight up, you get traumatized by it and you’re worried. This is what I was talking about earlier.

00:11:43:12 – 00:12:07:14

Unknown

Your worries starts telling you a story that it’s going to happen again. But the only way is going to happen again If what if you don’t do something different? Okay. So I love I love what you said. Trash the place you will gain so much yardage by telling someone I do not like this about this house. And if you buy it, you have to be aware that this exists.

00:12:07:16 – 00:12:33:08

Unknown

And we were looking at this condo and and it was next door to this big apartment complex. And we said, you know what? We’re worried that it’s going to be noisy. And the the realtor said, oh, they’re no, they’re really quiet. Right. Like, he knows every person in the apartment complex, like my good. Mike Oh, shit. Mike So what he should have said is, how did you feel, though, right when he said that what you do like internally, you’re probably like, Fuck you.

00:12:33:09 – 00:12:55:19

Unknown

This guy’s like, I didn’t do anything internally. I laughed at him. Did you still use him? Well, no, of course not. See, we. Do you see those guys? But if he had said, Look, you’re right. It could be. It could be. No, you see, I don’t know. I would spend the night here. But the fact is, this place is $100,000 cheaper than the one down the street.

00:12:55:22 – 00:13:16:15

Unknown

It looks exactly like this that doesn’t have an apartment complex next to it. So you’re going to have to trade either a potential for some noise or spending an extra 100 k. And I’m I’m glad either way I remember a glad sorry to me after yes I’m sick. That would have made me trust him. That would have made me say, you know what?

00:13:16:15 – 00:13:41:05

Unknown

Right. But you cannot any objection that somebody has. You cannot counter that objection by trying to convince them that their objection is real. You start with this. Hey, I get it or that makes sense. Whatever they say, start with, Hey, I get it or that makes sense. And you will gain their trust, Be on their side. Do not be on your side.

00:13:41:05 – 00:14:12:01

Unknown

Nobody cares about you. They care about themselves. So don’t just promote the house like it’s lipstick on a pig. Be honest, be authentic. Even if they don’t buy that house, they’re going to come back to to you, which is how we got our realtor in Long Beach. It’s somebody who did that, and we picked her up. And when I was selling real estate in Chicago, one of the listings I took didn’t hire their previous agent, and I’m not going to call them out, but you know who you are calling you scumbag.

00:14:12:03 – 00:14:33:10

Unknown

But anyway, anyways, I guess when she bought the house and I lived on it, if you don’t know what the deal is, it’s a train. Okay? Oh, yeah, Yeah, for sure. And if you live next to the train, that thing is loud. I lived on the hill for three years, so I know it front and hand. And he told this buyer that was now my seller at the time that.

00:14:33:13 – 00:14:51:19

Unknown

Oh well the, the CTA is going to go ahead and put rubber. They have plans to put rubber wheels on all the all trains and that’s going to actually increase your value because the only reason this is a good price right now is because the property is next to the L train. But once that noise factor goes away, you’re like into a 10 to 15% equity cushion.

00:14:51:19 – 00:15:06:06

Unknown

No doubt. I’m like, Huh. You think they that that train is louder now than it’s ever been since it’s been alive there. But same thing. You just talk some into it and look how much you what was the opportunity cost on that? Right. Well, I got to listen a couple of years later and that turned into buy two.

00:15:06:06 – 00:15:36:09

Unknown

So be honest. I like it. Let’s go to the point in time in your at surrender. Yeah. And then what’s next? Listen to what people are saying like and you have to listen to people beneath their words, right? So if somebody says it’s too expensive, what are they really saying? They’re saying, I’m afraid I’m going to spend a lot of money and I’m not going to get value out of this.

00:15:36:11 – 00:15:47:04

Unknown

I’m not going to get what I want. And so, again, someone says it’s too expensive. Like, yeah, I know the market is crazy right now.

00:15:47:06 – 00:16:24:01

Unknown

It is expensive, but let’s talk about what it is that you want to so you get someone to open up. Just get them talking about their feelings because people do not buy based on logic, they buy based on emotion. People don’t buy on price. They base, they buy based on emotion. And if you are not talking with someone about emotion, about the things that they want, about the things that they’re concerned about, but the things that they love, then you’re having a conversation that is happening.

00:16:24:01 – 00:16:47:07

Unknown

It’s like talking to someone across a courtyard and yelling back and forth at them as opposed to being right up with them and chatting with them like I’m when when I talk with someone, one of the first things I say is, Hey, what’s the best thing that’s happened to us so far today? Right? Because it gets them into what their feelings are.

00:16:47:13 – 00:17:07:11

Unknown

So whenever I walk into a or whatever, we we walk into a condo that we’re looking at, it’s always the same questions. How long have have you been looking? Have you been looking in the area and do you have in your head? Yeah, right. And those three questions are designed to get business out of here. Got question number four?

00:17:07:12 – 00:17:26:21

Unknown

Can you please sign in here? Yeah. Oh, can you please sign in here? Give me your give me your Social Security number where you live and everything else. And so I could call you and try to close you. I saw you on something. Stop asking people to sign it. Stop it, Stop it, Stop it. Please, Please. Unless they show interest in you.

00:17:26:23 – 00:17:42:22

Unknown

Look, if people dated or tried to date the way that people try to sell. This is how. This is how it would go. You’d walk up to someone in in the bar and go, Hey, give me your phone number. And then they’d be like, Wait, what? Like, Hey, what do you say we go back to my place? I would think it’d be the other way.

00:17:42:22 – 00:18:03:23

Unknown

You didn’t ask for the phone number. You’re just saying that there is no phone number. I just go back to my place. You have to warm people up, and you have to really be focused on what they want, how they’re feeling, what they’re struggling with. You know, it’s when someone walks in, say, hey, you know, how was your buying?

00:18:04:00 – 00:18:25:14

Unknown

You know, how is your house shopping experience going? I and they’re going to say, yeah, it’s been a little rough. Yeah. Yeah, I bet it is. I mean, I don’t I don’t envy you. Yeah. You know, I mean, you know, it’s. Yeah, it’s rough selling houses, but you have it worse. I show that you understand them. Go to where they are.

00:18:25:16 – 00:18:53:04

Unknown

Let me ask you a question. Just switched this topic up a tad. And like, right now you have 8% interest rates essentially. Hmm. Properties are way overvalued. The others and if they’re not, they’re they’re expensive. Like they don’t come down but like just it’s simple math to me. Like there’s only so many people that can afford so many houses at some time, but when it’s at 8% rate.

00:18:53:04 – 00:19:11:00

Unknown

So not only that, but then you have this NAR lawsuit that comes into the mix. Yeah, Realtors are already having a bad year. They’re already people are quitting left and right, like it’s happening. Like, of course it’s going to move. Transactions are down 30%. Of course you’re going to lose agents or just common sense. But what do you tell someone right now that has all this this adversity and challenges?

00:19:11:00 – 00:19:27:01

Unknown

Because they’re look from agents and I understand, guys, you’re going to have to change. But I understand they are scared. And what do you tell them right now? They’re go they’re my reality is commission compressions real right. You guys are going to be getting 5% on a listing anymore. It’s just not going to happen. Like you could start.

00:19:27:01 – 00:19:41:10

Unknown

My guess is my guess is going to go down to about one and a half percent would be what I would anticipate. My side’s going down, too, which means it’s going to be cut like 40%. I don’t think it can happen overnight. I think it’s going to be like five years from now. However, what do you tell someone with that?

00:19:41:10 – 00:20:07:13

Unknown

What what what is the opportunity now? Well, every entrepreneur who comes to me has a reason why they’re not selling. It’s the economy. You know, it was COVID. It’s my mother in law, Right? It’s this. And what I say to everybody is somebody’s selling right. Right now there somebody with a lot of money spending a lot of money on something really expensive.

00:20:07:15 – 00:20:31:06

Unknown

Well, who is that person selling it to them? What are they doing? And the big question is, have you invested your time and energy in learning how to sell better? Have you watched YouTube videos? Have you talked to people who are doing well? Have you researched online people in your area, realtors who are selling well? Have you had lunch with them?

00:20:31:08 – 00:20:57:16

Unknown

Right. Not to pick their brain, but just say, hey, I just like get to know people in your business who are doing well in your business. You don’t have to buy anything from them. Just get to know them. Yeah. Because there is a way that you are being if you are struggling that is not working. And if you try to keep doing more of this same thing, it’s like driving faster in the wrong direction.

00:20:57:18 – 00:21:16:17

Unknown

So it’s up to you to to find out. And I and I actually like to help all of you. I have a giveaway kind of give your audience something to shoot. Okay. So I have a book called Jump in the Gap, Kill Your Story and Take Action. And this is a book that I wrote about seven years ago after I lost everything.

00:21:16:17 – 00:21:38:13

Unknown

And in a month I lost $70,000. I lost my marketing company. My world went to shit eight months later, I walked out on stage in Dallas, Texas, being paid $10,000 for my first speaking gig. Now the journey from the floor to the stage was all about changing the stories in my head. What I believe, like the real estate market is crap.

00:21:38:14 – 00:22:04:03

Unknown

That’s a story. Now, of course, in the 3D world, you can point to it and say, Yeah, it’s actually happening. But I’ll say again, somebody is selling houses, somebody’s buying houses. You can be that person. So changing your story is the beginning. So to get my book, it’s free. Just text the word gap GAAP to this number 2134 or 9836×2134098366.

00:22:04:03 – 00:22:32:20

Unknown

Text the word gap GAAP to 2134098366. Text the word gap and you can download. It’s a quick easy read. And so many people have told me, Wow, this really blew my mind. I thought these things that I believed were real. Turns out it was just a story. And the great thing when you stop telling yourself stories, you can get the people that you’re selling to to stop telling themselves stories like it’s too expensive.

00:22:32:20 – 00:22:55:03

Unknown

Now isn’t a good time. I’m not ready. Those are all stories. Yeah. Jumping the gap is about moving yourself and moving other people from one side of where they are, where they don’t want to be, to the other side, where they do want to be over the gap of their fears. And the only reason that you’re struggling right now is because you have fear.

00:22:55:05 – 00:23:26:03

Unknown

You have fear that you’re not good enough. That is not going to work and you’re afraid of investing yourself in learning new things. Because when you learn new, new things, there is you realize the shit ton of things that you don’t know. It’s it is. It’s terrifically intimidating. Oh, wow. I have to learn all these new, new things and but it’s the only way when I change my my life, I had to learn so many new things in such a short period of time.

00:23:26:05 – 00:23:50:12

Unknown

And it was really hard. But you know what I got used to? I got used to not knowing things and I got used to failing and not knowing things. And failing is the best way to turn your life around in. Sounds like we’re very similar stories in our personal lives, but you guys look what is is absolutely true.

00:23:50:12 – 00:24:10:22

Unknown

Like until, you know, I say survival of the fittest. It’s like the squirrel is out there, figures out where the nuts are, right? He’s just going to figure it out. Animals figure it out, and you’ll just figure it out, too. But you have to change, like and that’s the opportunity there is right now. And it is reluctant. I remember when I was making so much money that my ego was so big that I was my own worst enemy.

00:24:10:24 – 00:24:33:10

Unknown

And what and what ended up happening was I wouldn’t change. Like I couldn’t at that time, I couldn’t even like book appointment on my own calendar because I’d have someone do it for me. I couldn’t even I couldn’t even do the most basic shit. Like, seriously, I’m embarrassed about that whole time in my life. And it wasn’t until I went broke that I had no money, that I had to just get back and figure out myself.

00:24:33:10 – 00:24:56:21

Unknown

But it took the complacency that I was at like the 3 to 4 year period. Whenever that was two, three years, whatever it was fucked up my mind so bad that I literally couldn’t even do anything like I could. I was just so used to having everything done for me and everyone saying yes to me, whatever the fuck I wanted to do that When I when everyone left and the money was gone, I couldn’t even fucking put on my own damn pants, dude.

00:24:56:21 – 00:25:17:20

Unknown

Like, it was embarrassing and it took that. I don’t know if the word is, but it took that experience, that humble, humble humbleness, I guess humbling experience to literally, like now I’m it’s like if I won’t let anyone do anything I haven’t done first because I have to do it like especially now, business are growing. I’m hiring, I’m doing this doing that.

00:25:17:23 – 00:25:34:08

Unknown

Yeah. And I don’t believe you can run any company without something you haven’t done yourself. At least be lead of it. And I’m I’m putting myself in all those positions. I personally will shoot videos of people. I personally done all this stuff. I grinded it out because I know the process. I’m perfecting the process. Then I’ll teach somebody else.

00:25:34:10 – 00:25:49:22

Unknown

And when I teach not to somebody else, until they’re ready, they’re going to do with another person. They’re going to do it in another person. And I can keep fucking going until I have 20 of you guys, right? And it’s just same thing. Like, I’m going through a lot of reflection right now. I read two books this month I haven’t reread.

00:25:49:24 – 00:26:08:11

Unknown

I wrote two books this month. I haven’t read a book in fucking five years. Well, you know, I, I in the gap that I’m going to business church event tonight. Yeah. Sign up for a conference. I’m. You have to do this stuff, guys. Like, I’m pushing myself out. I’m doing it. But you have to do it too. And that’s the opportunity, the business.

00:26:08:11 – 00:26:33:17

Unknown

If you stick around with all these Debbie Downers and people doing the same shit, you’re going to be one of them. So you have to get out, go to these events, fly across the country, call Coach Dan, fire people, get with people, listen to people, read, do everything you weren’t doing 12 or 18 months ago. We’re closing doors in Be afraid like seek discomfort.

00:26:33:19 – 00:26:59:12

Unknown

Yeah. Things that you don’t want to do. Do those things. If you find yourself comfortable in conversations, you’re talking to the wrong people. If you’re if you’re unloading with someone and you’re both griping about the industry right now, you’re talking to the wrong person. Yep. If you are not talking to someone who is doing ten times better than you, you are wasting your time.

00:26:59:14 – 00:27:22:11

Unknown

You always want to be the dumbest person in the room. You’re your industry is changing dramatically as all industries are. You got to stay on top of the wave and that’s going to mean investing yourself in doing the things you don’t want to do because that’s what every successful person has done throughout history. I like it. Why don’t you tell them one more time?

00:27:22:11 – 00:28:04:09

Unknown

You get that book? Yeah. Jump in the gap, kill your story and take action. Just text the word gap GAAP to 1340983662134 or 98366. Text the word gap GAAP. Appreciate coach Dan appreciate you guys listening folks if you like that change it’s time to go ahead and check out the software we just released referral suite dot com that’s WW W that referral suite dot com it’s as yet just like the popsicle and the reason why is because the industry is changing we’re changing with it so for all of you that stop and you neglect your database because that’s the reality where the business really comes from the people you know, like a trust and like

00:28:04:11 – 00:28:21:10

Unknown

trust you, well, now’s the time to change and start marketing them, right? If you’re not generating ancillary streams of income with your service from companies like solar Mortgage and all these other streams of income that you’re literally just passing by, well, you need to check out referrals. Me folks, build a brand. Your brokers are going to do it for you.

00:28:21:12 – 00:28:40:21

Unknown

You work for yourself. I don’t care who you work with or where you hang your license, now’s the time to do it. Put on your big boy pants. See you on the other side. PS 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 dot Real estate Marketing dude dot com.

00:28:40:24 – 00:28:56:14

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.

Pivot (ft. Nick Sarnicola)

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Todays market is a brutal one. If you are going to succeed, you need to learn how to pivot. If you are stuck in the same old business strategy, you might be in for a rude awakening.

Resource

Transcript:

00:01:29:05 – 00:02:00:08

Unknown

00:02:00:10 – 00:02:23:24

Unknown

What’s up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast. Folks, we’ve got a lot to talk about today. I want you. If you’re sitting to work working out, I want you to stop working out and grab your pen and paper. If you’re sitting at a desk, grab your damn pen and paper, because we’re going to be chatting about today is exactly how to pivot in today’s marketplace, because I can’t tell you the amount of stories, the amount of posts I see on social media.

00:02:24:01 – 00:02:45:14

Unknown

As a matter of fact, I just logged on to Facebook one day today and in the post that I read was, Hey guys, it was an anonymous, of course, because no one wants to admit this, but this is happening all over the country with people in the industry. And she goes, Ah, he says, Hey guys, this is the worst year I’ve ever had in my life and I’m not going to make my mortgage payment in the next 30 days.

00:02:45:16 – 00:03:07:02

Unknown

I don’t know what the fuck to do. Essentially, where do I do? Guys like they’re just asking for help. And this is a consistent story’s us right here, folks. 90% of the industry has never seen a shift. Repeat that. 90% of the industry’s never seen a shift. And if your broker has ever seen a shift, it’s very hard to find leadership in this marketplace today because you got to see people who are doing it.

00:03:07:04 – 00:03:23:02

Unknown

Reality is that these are the best times. And even though it might be hard right now, whoever does pivot, this is when people are born, this is when brands are built. So market share is taken. And this is when you really build your legacy. It’s when things go easy that it’s very hard to stand out. When things don’t go easy, it’s very easy to stand out.

00:03:23:04 – 00:03:44:23

Unknown

So the opportunity you have in front of you is very trying for any of you guys. And it might not be smooth road right now, might feel a little rocky and that’s normal. Welcome to the shift. But it’s what you do and how you react is going to make the difference. So if you don’t want to end up like the story I’m going to or I just told you about, I want you to listen to our guests today because this guy knows all about pivoting.

00:03:45:00 – 00:04:06:14

Unknown

Absolutely. Lutely, super successful, sold his company. I’m not going to let him tell you, because this guy’s a serial entrepreneur, but there’s not a better person to have today than the get your get out of your damn box. Get outside your box, get out of your own head. There’s a ton of opportunity, but you need to pivot. So without further ado, let’s go out and introduce our guest, Mr. Nixon, a Did I say your last name right?

00:04:06:14 – 00:04:23:17

Unknown

Nick In Alamance article it’s like Coca Cola. That’s not Italian, is it? It is. Jesus. I didn’t think it was. Oh, my goodness. All right, let’s tell everyone who the hell you are. What are you doing? What are we good to talk about today? Yeah. All right, I’ll. Maybe I’ll give you a call about 92nd or 62nd version.

00:04:23:17 – 00:04:40:16

Unknown

So I live in Miami. Data entrepreneur, originally from Michigan, super blue collar, middle class upbringing. All four grandparents worked at the same factory. Dad, uncles, brothers, all worked there. I said, Hell no, I’m never working there. I want to be rich one day. Couldn’t sing and dance, couldn’t rhyme, can’t act, can’t play an instrument, not going to do anything illegal.

00:04:40:16 – 00:04:57:23

Unknown

So what was left? Sports. When I played college baseball while playing college baseball got introduced to kind of like I would say, the lowest common denominator to sales and entrepreneurship, which was the direct sales and work marketing and sales. 18 I drank the Kool-Aid. I made no money for several years, but I attended every event and every training.

00:04:58:00 – 00:05:21:13

Unknown

And that’s the best part about that industry. It’s just nonstop community culture and training. And you’re just, you know, you’re trial by fire. And I learn sales, I learn objection handling, I learn prospecting. And then finally, I learned leadership made my first million and direct sales at 25. Company went to business. I bought the assets of that company and gave birth to a company called by Salus and it was a 15 year run.

00:05:21:15 – 00:05:38:15

Unknown

But on that journey we built it up to about 40 million a year. It crashed in 12 months. It went from 3 million a month in sales to 600,000 a month in sales, and that was because of the recession, the same one that hit all the all in real estate in 2009. It buried our high end anti-aging supplement company.

00:05:38:17 – 00:06:03:14

Unknown

And what did we have to do? We had to pivot. And I’ll talk about that pivot later. But we pivoted. We created body buy by the 90 day challenge. We did 2.2 billion in sales, 19 countries, 3.6 million customers made tens of millions of dollars, personally created 70 millionaires. It was freaking epic. Sold the company three years ago and now a company called Renewable Real Estate, which is a platform that connects real estate agents to the best solar professionals out there.

00:06:03:14 – 00:06:25:13

Unknown

And does a commission split down the middle to both sides. So I get it in 75 seconds, I think. Yeah, I think I think you freakin nailed it. You might have done this before. I think. Oh, yeah, you guys in the 2009 was the last time the market. What you talking about? We need to pivot. So last time the market for those are there weren’t around which again is 90% of the people are listening to this right now.

00:06:25:13 – 00:06:47:23

Unknown

If you’re still practicing there’s all kinds of opportunity in those times as well. But it wasn’t just sitting there. And what I see in the industry today is a tremendous amount of opportunity to pivot. You can see what’s going on and here’s why. You guys. Let me first just paint the picture. If you got your head in the fucking sand, there’s a huge there’s a huge lawsuit going on right here, some tapping new commissions.

00:06:47:23 – 00:07:06:08

Unknown

Commission compression is real. It is happening. The days of you getting 5 to 6% commission are no longer. It’s not going to happen because what’s going to happen? I guarantee it. I mean, right for the last ten years of this damn podcast, I guarantee you I’m right on this one. What’s going to happen is that people are going to start undercutting themselves and you’re going to compete on value in price.

00:07:06:08 – 00:07:24:04

Unknown

Initially, that’s what’s going to happen because Narcan no longer control buyers, agent commission, that’s going to go away. You can’t say you have to get credit cooperating commission. And when agents start going up against each other and there’s a lack of value, people immediately compete on price. So that 5% commission is going to go down to four and a half and you’ll be like, No, that motherfucker took four and a half.

00:07:24:04 – 00:07:51:19

Unknown

I’m going down the 4%. Fine. I just want the damn sign in the yard. Fuck, I’ll do a signing yard for three and a half, and that’s the beginning of it. You guys, are everybody in real estate? You no longer sell real estate. You are the fucking digital mayor of your damn market. You are everything home services, You are Home Depot, and you have to be everything around the transaction of real estate buying and selling real estate, I believe, is only part of your job, even though it’s probably one of the most fruitful, one of the most, you know, lucrative pieces.

00:07:51:21 – 00:08:17:24

Unknown

It’s not all. And that’s why, you know, a guy like Nick came over and created a solution for solar income opportunities for real estate agents because you share that client. But that’s part of the battle. Solar is just one aspect of it. I believe you guys have a multitude of opportunity to get in there. This is the reason why mortgage companies are creating is legally so that real estate agents can actually partake in a commission of the lending company.

00:08:18:01 – 00:08:38:11

Unknown

You’re going to see this across all fronts because it doesn’t mean you’re going be out of business. Just the way we did business is going to change and change, and I think now’s the perfect opportunity to change with it, because whoever does is going to be the one standing while everyone else is floundering. And what happened in 2009 were that not the people didn’t change what happened.

00:08:38:13 – 00:09:00:22

Unknown

They got crushed. So sorry to go on a long winded rant there, but walk us through this pivot because I see nothing but opportunity here. And although it’s painful right now, if you’re a real estate agent, what the hell are you doing? Well, I think number one is talking about pivoting in general philosophically and God has a sense of irony in my opinion.

00:09:00:22 – 00:09:26:18

Unknown

There’s there’s two major things that are required of us to be highly successful as either an entrepreneur, a sales professional, or a sales leader or even a solopreneur. There’s two requirements like, you cannot argue it. It’s law. One is you must overcome your fear of rejection, and two is you must be constantly changing. But then you had God is like, Let me just fuck with people.

00:09:26:23 – 00:09:48:22

Unknown

I’m going to make you so highly resistant to these two things that you will literally break down. You’ll take anxiety pills, you’ll go search out, you know, a shamans in the deep forest. You’re going to do whatever it takes to figure out how to overcome the pain of rejection and and change. And I really think about that all the time.

00:09:48:22 – 00:10:08:04

Unknown

Like, okay, to become successful, the biggest fear of all people is the fear of rejection. A lot of people argue, No, no, no. It’s a fear of public speaking, and I’ll argue back. That’s just a fear of being rejected while people speaking publicly. That’s that’s what that rejection of what’s what that fear is. Right. So that that fear is required in order to sell because you’re constantly being rejected.

00:10:08:08 – 00:10:31:06

Unknown

Everyone on the line right now knows you cannot sell if you’re not if you can’t handle rejection. School preparedness. Absolutely terribly for this school said get 59 out of 100. Right. And you’re a failure. Now, we’re over here in sales. We got 59 out of 100. Right? You’re a millionaire or beyond. In business as an entrepreneur, you only got to get one right?

00:10:31:06 – 00:10:47:00

Unknown

I got one right. That’s it. My career and it made me tens of millions of dollars. Right? So that’s the failure part. And then there’s that second part. The second part is change. And I’ll tell you guys, it’s way easier. It’s way easier to get over the first one. The fear of rejection than it is to get over the second one.

00:10:47:00 – 00:11:09:22

Unknown

Because once you overcome the fear of rejection and everything is working, that’s when shit starts changing. And we don’t want like, I think we’re more accepting producers, performers, producers, performers. We’re more accepting to change when things are not working, then we are things are working and which is what you might be saying. Shit, shit. Sitting, working right now.

00:11:09:22 – 00:11:33:22

Unknown

Nick But hang on a second. Turn back the clock. I don’t know. I was 18 months ago. 18 months ago, real estate was the top of the top of the top of, of, of the game. You guys were killing it here in Miami. You didn’t have to show up in. You’re making $10,000 commission. 15,000 a commission because people were just sending you offers so nobody would see you wouldn’t thrown open house and that was so easy to you.

00:11:33:22 – 00:11:52:16

Unknown

The last thing you want to do is change that. Right? So a little bit of a rant there. But philosophically, you overcoming change, a pivot is change. And that is hardwired for us to be up against as a human. Let’s that is really good. I want to dig even deeper at that. He writes, She knows fear is required.

00:11:52:16 – 00:12:10:18

Unknown

I have my mantras. Faith over fear. I have no fear because I have faith. And that’s honestly been the story of my last seven years. It’s how I actually moved to San Diego. And you have this. I’m not saying you have to follow Jesus. I want you to encourage you to guys, but that is up to you. But you do have to overcome that fear of rejection.

00:12:10:18 – 00:12:31:24

Unknown

That’s my way of overdoing, of doing it. And many things in life, Right. So whatever that is, that is as cool as I remember when I first got out here, I went to a mastermind and Jesse Hartzler spoke. Yeah, and it’s there. It gets up there and I’ll never forget this. And he’s like, so broke, you got to fucking be uncomfortable or no, you got to be comfortable being uncomfortable.

00:12:32:01 – 00:12:45:23

Unknown

And I’m like that, that’s being uncomfortable. And I sat there and just thought about it, like, and think about it like you’re not growing if you’re not right. That’s really what you’re saying here is because then the second part is to change. Like people don’t. You’re right. No one wants to actually change when the going’s good. Like, No, no.

00:12:46:00 – 00:13:08:06

Unknown

Who wants to work? Like, come on, I’ve just made 50 grand last week, working 10 hours last month or last week. You want to change but that? Yeah. Then you think it’s going to go well. And let me give you guys another example. Just I’m just over packing this from video perspective. So we have a video marketing company and in real estate and we’re not doing anymore because we got our asses kicked with the business.

00:13:08:06 – 00:13:23:23

Unknown

So I had to pivot. I pivoted into the attorney world. We create content for them now, but I saw the pivot and there’s always a pivot there. That’s another example of mine. But let’s just take someone who is trying to get on video and build a personal brand. Everybody is scared because of what they’re going to look like on camera.

00:13:23:23 – 00:13:41:07

Unknown

Never before it is. This little six inch device made a grown ass man buckle at the knees and turn into a little, little, little child. But it does for some reason. Why? Because you’re fucking scared of a little device. Why you’re not scared when someone wants to hand you money unless you’re allergic to it. So literally, right here, you got it.

00:13:41:07 – 00:14:00:11

Unknown

Breaks them out. Why? Because it’s new. They’re scared of what people are going to say about them. But the ones who did change and I don’t know anyone who’s been on video consistently over the last 18 months to 24 months that isn’t successful now. And that’s not just by accident, is it? It’s because they built a personal brand, but you have to be willing to do what others won’t.

00:14:00:11 – 00:14:19:06

Unknown

So well-said. I love that point. You guys unpack that. That is so, so, so, so good. Now changing. Yeah, let’s get into it. So I sort of went off on a tangent there. I thought that was really well put. Today’s opportunity. Yeah. What is that change? Because I think what people really want is, All right, give me specifics.

00:14:19:06 – 00:14:35:14

Unknown

I good. I have to change it by blah, blah, blah. And some people like the person I mentioned, when your backs up against a wall like this is survival of the fittest. This is why people survive when there’s no water for months is because when it hits the fan, you fucking figure it out. And I bet I’ve experienced so much.

00:14:35:14 – 00:14:50:18

Unknown

But I’d like to see what are those things right now? Like, what do we do? You don’t have a choice, right? You know I’m a choice. So I’m going to go back to a quick story that 2009, when our sales dropped from 3 million about to 6000 a month, we had just got bought a year earlier, so we got bought at our peak and then it crashed.

00:14:50:20 – 00:15:10:22

Unknown

This was a publicly traded company who’s a billion and a half dollars, and they decided based on that next years of sales to write us down. Now, when a company is public, write you down what that says is they claimed you as a failure and they got a tax break on their investment in you. It’s the most embarrassing thing that can happen to you as a company.

00:15:11:03 – 00:15:29:12

Unknown

When an investor buys you and then writes you down as it’s not like your cousin is like, I’m writing you off at these, don’t send you a Christmas present more. This is a publicly traded company. You’re listed as a tax deduction because their investment was shit in you, in their opinion. So they said, Look, this pile is your pile.

00:15:29:14 – 00:15:50:07

Unknown

We’re out. No giving it no more money. If you want to save it, you save it. And we locked herself in a room, my partners and I. And we had, we had. We broke apart every piece of the business. And here’s what we ended up doing. We took our third most successful product, which the margin of success between product number one and product number three.

00:15:50:09 – 00:16:08:15

Unknown

Wasn’t it wasn’t like a relative number that was like, wow, it’s a close third place. It was like 70% of sales to 20% of sales, 4% of sales. Like it was irrelevant. This third product was a meal replacement. We said, Look, everyone’s broke right now, but what are they going to keep doing? They’re going to keep eating. Okay.

00:16:08:19 – 00:16:24:15

Unknown

So they have to keep eating. Got it. All right. Well, why don’t we table let’s put the meal replacement first. So now you guys ask yourself where inside your business model is the must, where inside your business model is? They have to, no matter what, no matter what happens to the market, no matter what happens to this or that.

00:16:24:21 – 00:16:42:02

Unknown

I think in real estate 2009, it would have been all of the all the foreclosures, the short sales and arbitrage, where I was that I was like, screw the short sales. And the ones I learned it killed it, right? Yeah, the ones who learned to kill it. You made the adjustment, you crushed it, said this is what’s going to happen.

00:16:42:04 – 00:16:59:04

Unknown

So we said, okay, I’m the only place it’s not enough. Let’s create a referrer. Three years, a three campaign, and then let’s package it around something that had never been done before, which was let’s launch a 90 day challenge. That way they buy our product for at least 90 days. We and that sounds like it’s like, well, those are a dime a dozen.

00:16:59:05 – 00:17:18:12

Unknown

They weren’t then. We were the first ones where the fathers are the godfathers of child based marketing. So we came up with a blue ocean. So what’s a blue ocean? That was you guys. The challenges we were never back. Yeah, that’s great. I use those out of my time now. Thanks, Audie. Bye bye. The 90 day challenge we enter to win 2 billion plus in sales.

00:17:18:12 – 00:17:36:06

Unknown

Right? But that was all forced because we were forced to change. Otherwise, that idea never happens. So we made the decision. We put all of our money in and like I said, it works, but not all of that’s great for us. And back then, let’s bring this to you in the now. So you’ve got your back against the wall.

00:17:36:08 – 00:17:52:17

Unknown

Maybe your broker does, maybe your whole team does. Are you all going to scurry? We watched a bunch of leaders scurry this little rats off the off the boat scurrying to another boat. That’s going to save opportunity, though, correct? It’s about right now. You got to find your tribe. I think that’s a really important point. Who’s your partner?

00:17:52:18 – 00:18:12:11

Unknown

Who’s your tribe? Who’s who’s going to no matter how bad it gets, go to war with you. I mean, you’re going to make those calls together. You’re going to do that. You’re going to knock the doors together. You do whatever the hell it takes together, including the leader. Are the leaders. Got to be all in on this. If you’ve got a leader that’s got you know, they’re a pilot with a parachute on that, that’s a that’s a bad that’s a bad sign.

00:18:12:13 – 00:18:32:15

Unknown

So I think I think it’s starting that one I’m making it back to you is if you’re going to fight this thing out, you’re going to win. It’s you’re going to have to make the decision. I pivot as required. Ah, where’s the blue ocean and or where’s what’s something else that can be sold in the now And then lastly, you’ve got the book up there.

00:18:32:18 – 00:18:53:04

Unknown

Yes. And then lastly, who’s your tribe that you’re going to war with? And you can count on, even though you guys are fighting a a battle where it’s like it’s just the gladiator, three hundreds against that person, you know, army. It’s like, who’s your 300? You kick it out to you. So that’s pretty cool. Just out of curiosity.

00:18:53:04 – 00:19:07:21

Unknown

Question, What would have happened if you had they they, they cut you, they cut all your capital off. They they stopped investigating. What would it have to cut it? What would have happened to you? Like, did you guys if you didn’t do it like you just when it went bankrupt, you would have broke what. Yeah, they would. They would they would have shut the doors and a lot of been the end of it.

00:19:07:21 – 00:19:27:01

Unknown

So we the three of us put four or 5 million and it was the last dollar any of us had and we put four or 5 million in 1.6 or something like that. And they, they gave us a3x liquidation profit. So like, sure kids, you think that’s bullshit, We didn’t buy this garbage, we bought this company. You’re trying to you’re trying to make it a new company.

00:19:27:05 – 00:19:48:00

Unknown

You put the money in. So they gave us a3x liquidation preference on just that route alone. So we ended up taking out 4.8 or 4.5 each based on making it work the next year. And then we got our whole buyout in the following years to come. Otherwise it would have been the end of it. I would even add a third tier one and two and the third being all in.

00:19:48:00 – 00:20:04:05

Unknown

You need to go all in on yourself then. Oh, required. You get you can’t, you can’t like turn back like you can’t even have a second of hesitation. You know what I mean. Like you can’t be like, oh well was this the right decision, bro? If you’re even asking that question, it wasn’t your food. I mean, you let me think about your food at that point.

00:20:04:05 – 00:20:29:18

Unknown

You got it’s like you have all these gazelles trying to figure out like, go straight, left or right and you’re one of the gazelles and you’re going to slow down and question your decision. And once it’s like you’re whether it’s left straight or right, whatever it is, run your ass off and keep going and don’t look back. So one is and I don’t know if you guys the cards is basically surround yourself with the people that are going to need the same shared clients.

00:20:29:18 – 00:20:47:05

Unknown

I mean, this is like this is really simple like you guys could just the mortgage brokers having just as much trouble as you are. You want to find the one that’s just as hungry as you are. Same with title, same with every other ancillary service around the transaction. That’s point one. I’m going to do like I’m going to go out there and get my tribe to.

00:20:47:10 – 00:21:03:24

Unknown

I think you got to be loud. Like while everyone else is in retreat, you need to scream from the fucking rooftops. This involves marketing, don’t you? Got This is when you triple down on marketing. This is when like because it’s all attention based in this business, people don’t really care who their real estate agent is and the vast majority of them over to the tune of 90% higher.

00:21:03:24 – 00:21:26:16

Unknown

The first one they meet with. Therefore, what’s your fucking job? Become the first one they meet with. Focus on your personal brand, Blow it up because a lot of people are going to go quiet. I think that’s a huge opportunity for right now. Well said. A lot of I’m going to go quiet, brother, because nobody committed. If you read Influence by Karl Dini, The Psychology of Persuasion, one of the six tools of influence is commitment, consistency.

00:21:26:21 – 00:21:44:08

Unknown

So why do people follow through on should they say they’re going to do when they say it publicly? Because they there’s a commitment, a consistency, part of their brain. It’s like I told the world I have to follow through. So all the people that are fear based right now, they’re they’re pulling back on marketing. They’re pulling back and saying, I’m going to do this and I’m going to do that.

00:21:44:08 – 00:22:00:17

Unknown

I’m going to make this happen. Because they don’t they don’t want to be judged. If it doesn’t happen and I don’t want to feel inconsistent. They don’t believe they can do it. So they have a feeling of inconsistency. So they won’t make that commitment. So I think what you just said, getting getting loud or noisy, that doesn’t mean volume.

00:22:00:22 – 00:22:21:09

Unknown

What he’s saying is quantity. Put out more content, put out, put out more videos, but get more visible now when everyone else is crying in their pillow, not attending their networking events, not attending, you know, the stuff they should be attending. You should be the most visible person. Yeah, it happened in I mean, the recent time was covered.

00:22:21:09 – 00:22:38:01

Unknown

Like look how many YouTubers and Tiktokers became famous during that time because they had nothing else to do. They doubled down on their content and I don’t know anyone who really doubled down that didn’t come out of that on the upside. And it’s just attention. This is all touch it. It’s a popularity contest. No one really cares how good of an agent you are.

00:22:38:03 – 00:22:55:23

Unknown

Like at the end of the day, it doesn’t really matter because you have to be contacted first. Like, great, you’re the best agent in your market. That doesn’t fucking win you. The deal wins you. The deal is the most trusted agent in the market. Whether you’re good or not at your job doesn’t matter. It’s all in the eyes of consumer who didn’t think of first, who didn’t think of first, they think of first.

00:22:55:23 – 00:23:12:13

Unknown

And that’s what a lot of this business is. It’s like said, it’s a popularity contest. Let’s talk about I want to talk a little bit about some of your stuff that you’re doing with the solar industry, because I like it. I like it a lot. I think it’s a I think it’s the future not just in solar, but I think all ancillary services.

00:23:12:13 – 00:23:32:21

Unknown

I think this is the pivot. Yeah. Or the shift. I think it’s for the industry as a whole. And like one thing that I think every here’s what I think the future is. I think every team slash brokerage is a mini brokerage, whether you’re at any XP or coal banker, it doesn’t matter independent, whatever. But every team will work within a solution.

00:23:32:21 – 00:23:54:21

Unknown

That team will also be an investor homebuyer. I think they’ll also have a mortgage arm inside of office. I think everyone in that will be selling solar through a company like yours. I think that everyone in there is literally the Home Depot of their market. I don’t I don’t like any business that just has one stream of income.

00:23:54:23 – 00:24:22:19

Unknown

Like that’s a business built on a house of cards. Wait and fall, isn’t it? Like, look, you have to diversify. So what’s your opinion on that? And what do you is that one of the reasons why you went into the solar industry here and your scene in curious to get your take. Yeah so commission compression what you shared it’s going to force this and you know I see a world one day not a negative way but a positive way where there’s going to be a real estate agent is becomes like a concierge to all things in the home.

00:24:22:21 – 00:24:41:02

Unknown

Yes, but newsflash, you already are you already are the most trusted advisor for all things in the home, but you’re not getting paid for it. You know it doesn’t. It’s the cool. They ask you. Who do you got for pool guy? If somebody wants a roof, they ask you, Who do they want for the roof guy? They don’t call the roofer and ask for a pool guy.

00:24:41:05 – 00:24:57:16

Unknown

And they don’t call the pool guy and ask for the roofer because they don’t trust those. Do they trust the agent? No one trust the pool boy. Nobody but the pool boy works for the pool guy. Right now. I want to go back to commitment and consistency. This is two references, so you got to read the book if you have it.

00:24:57:16 – 00:25:15:18

Unknown

Yeah. It’s one of the best sales books of all time to read it. But let’s go back to commitment consistency. If you’re a homeowner, you trust your real estate agent, even if you don’t like them, and even if you don’t want to trust them because you paid them more money for a transaction than anyone else you’ve ever paid for a transaction in your life.

00:25:15:22 – 00:25:36:09

Unknown

And for you to actually verbally say, I don’t trust my my real estate agent or act on that is a treason against your own brain. Your brain won’t allow it because you just paid that person 510, 15, 20, $30,000, which is the most commission ever paid a human. So therefore, I must trust them. I got to be consistent with that.

00:25:36:09 – 00:26:08:00

Unknown

Let me ask them about a flaw guy. Let me ask about you. Get the idea. So you being that person, we’re just talking about a world where maybe you’re going to lose a few points in the House, but you’re going to pick up money everywhere on everywhere else. Well, you begin to monetize on your connections and obviously inside of the rules of respites and run and, you know, rounding this out, Mike, all we did is we found the very clear conversion rates was the highest from a real estate agent.

00:26:08:02 – 00:26:28:22

Unknown

Then anybody else when getting a referral for solar. So after seeing that over and over and over again, I said, Wait a second, I’m just going to build a platform that’s only for brokers and agents. I’m going to become a service provider to that world so that I can bridge the gap for them. I want to service them, bridge the gap for them, for B to B to C, let them go sell my shit.

00:26:28:24 – 00:26:50:11

Unknown

And now when we do a commission split down the middle between our sales, the solar side and the real estate is do a commission split sharp. It’s coming from Chicago. Like solar to me is somewhat new. I’ve been out here five or six years, but it’s like and I’m like solar. It’s all solar, you know, what is that?

00:26:50:11 – 00:27:08:09

Unknown

And you live in the winter, you’re from the Midwest. But I didn’t realize I know some agents that are crushing it and they’re making more money on solar than they are on their real estate business. And it just it it makes sense is because you guys got to look at it. Here’s here’s what we’re really talking about is you have to become that one known resource.

00:27:08:11 – 00:27:24:12

Unknown

And the reason why so many agents have trouble staying in front of their networks is because you don’t know what the fuck to talk to them about. You sold them a house and everyone’s got commission breath and you can’t be breathing on someone for 5 to 6 years. They’re going to turn you off after year one. If all you’re doing is just breathing your commission breath all over.

00:27:24:12 – 00:27:43:12

Unknown

You got anything else for me, bro? Talking about sales like it’s disgusting. You got doesn’t mean you stop talking to them, though. Having other value ads, like talking about the benefits of solar, that’s content. You could create that reminds them that you’re in business, and that goes for every vertical. It’s not just solar. Like you have to have no idea how dead ass right you are.

00:27:43:12 – 00:28:03:02

Unknown

It’s actually the lead we create. All these resources for an agent, like all your news posts, generic stuff, text, generic stuff. And if somebody is interested, they’re going to contact you and you think this is just the ego. You think sending the Christmas card with you and your kids and the dog and the magic pajamas is what your client from six years ago gives a shit about.

00:28:03:04 – 00:28:20:07

Unknown

Do you get your Christmas card? Looks like everybody else. They don’t care. That’s all you know. But if you could give them value, add about it any charge or information that how the whole world’s going electric with cars. This is why solar is important or pick a different lane. They’re not. You’re not educating them now that you’re educating them, you’re the plug.

00:28:20:09 – 00:28:39:15

Unknown

So like Christmas is coming up, right? So what I would do if I’m selling solar is I would create a case study of how much money I sold or I saved on my electrical bill this year. And then how much of that is going to go towards the Christmas gift for my kids. Like, that’s a really easy way to say I sell solar and market solar without being a douchebag about it.

00:28:39:17 – 00:29:01:18

Unknown

There are so many ways we just have to keep the conversation and anything that involves saving people money right now in this inflationary environment, like my gas out here is six, it’s almost seven bucks. We’re like at 678 or something goes up and down depending on what comes out of the president’s mouth tomorrow. San Diego’s the second most expensive power in the country next to Hawaii.

00:29:01:20 – 00:29:27:05

Unknown

I get my my electrical bill last month was $444. Right. And that’s because I had the AC running for like 20 minutes. So it’s like, dude, it’s like, it’s crazy. It’s crazy. But yeah, I mean, any time you could talk about budgeting, but it doesn’t matter. The weather you’re selling, you’re getting a conversation started and marketing is not advertising, but you must always be marketing and it’s hard to market when you can’t provide value.

00:29:27:07 – 00:29:42:24

Unknown

So you have to really reverse engineer what you guys are really talking about when it comes to how do you stay in front of your database and whatnot? Because every single person on your Facebook feed, your Instagram followers, they’ll fucking live somewhere, which means have a roof over their heads. Now, how many of them are homeowners and how many of them need solar?

00:29:42:24 – 00:30:01:22

Unknown

Boom. There you go. There’s your potential lead list you’re going to buy with or without you, right? It’s just a matter of who’s going get the commission. One part that’s really important and this is why we went deep into this, this blue ocean is the real estate world believes that the financial tools that solar used to use are the same ones.

00:30:01:22 – 00:30:21:04

Unknown

They still use. So if I’m an agent, listen to this. I’m like, I hate solar because they’re going to leave the house and it’s going to jack up my commission. And they are correct. A few years ago, any of the new financial products, because of there’s enough volume now in solar that the banks are like, oh, there’s barely any credit default here.

00:30:21:06 – 00:30:41:05

Unknown

So let’s go ahead and take the wheel of the the walls of this, you know, the guardrails. Let’s take the guardrails off this now. It’s no money down, no lead and the loan transfers. So you go solar in five years, the new buyer comes in, they fill out one piece of paper and they just take over your solar payment.

00:30:41:07 – 00:30:57:15

Unknown

And I said, The lead is a fixture filing a.k.a if you don’t pay your monthly bill, they’re going to come get your panels. Same thing with everything else that you’re supposed to be paying for. You don’t pay your car, they come get your car. So it’s like a repo. Yeah, it’ll be like repo. The panels. Yeah, never happens.

00:30:57:17 – 00:31:20:12

Unknown

So the bank closed in Atlanta in the plane on this one. From the real estate world, their beliefs are all on old information. And I know that I’m like, Oh shit, if I just build a world, I’m just going to go educate everyone I can. That’s an agent about the new world. We can all make money together, protect the customer, and unite two industries that have been warring for a while.

00:31:20:14 – 00:31:47:09

Unknown

Yeah, very cool. But again, it’s a pivot and I think your timing is right on with the conditions at the market are in there right now. But I think the the pivot is just adding services. That’s the pivot, right? It’s like being one lane. So whether it’s solar or something else, the overall language you brought up is you can’t live in this belief of I’m only going to do this and it’s going to make me rich forever.

00:31:47:11 – 00:32:10:16

Unknown

It’s not now any more. Yep. Yeah. I mean, if I’m you guys, I’m definitely looking at learning how to invest myself. Remember when these market shifts happen, that’s when you want to be the buyer. I’m not the person assisting the buyer, so I’ll take advantage of some of those couple deals that come across your desk. And sometimes that’s all you need to do one or two times a year and there’s ways here, you guys, is what we’re getting as opportunities around.

00:32:10:18 – 00:32:27:11

Unknown

But you have to be the one that turn that ship. Not going to turn the wheel for you. And unless you’re willing to change and non fear the overcoming of whatever that change is going to be because you’re going to get rejected either way. If you think about it right, they don’t change and things aren’t going well. What’s going to happen?

00:32:27:11 – 00:32:40:03

Unknown

I’m going to go broke. If I do change and things are going well, well then I have that lease. I go down with a fighting stance and chances are I’ll probably make it as long as I stick with it. Right. I do believe that as long as you’re not willing to give up, you will eventually succeed in anything you do in life.

00:32:40:03 – 00:33:04:01

Unknown

So take it as as you will, guys. Nick, any closing thoughts on this? You know, I think this to me, this is philosophy. It’s philosophy as opposed to execute in terms of it’s not a skill, it’s a it’s a it’s a philosophical thing. If you just accept change is inevitable and you must change in order to succeed, you must pivot when things aren’t going the way you want it to.

00:33:04:03 – 00:33:26:07

Unknown

Right now, all your competition is pivoting. Like, for example, I heard you talk about building a brand. Building a brand y’all build a brand was Web 2.0. That was ten years ago. 20 years ago was Web 1.0. Web 2.0. It started ten years ago. We’re now in Web three point 0ai and everything you hear about a high and, you know, blockchain, it’s all web three.

00:33:26:09 – 00:33:47:09

Unknown

So while you’re still deciding whether or not you’re going to talk in a video, everyone is eating your lunch on building a brand and they’re now mastering Web 3.0. You’ll be so far behind in everything to close the gap. So don’t let that stress. You don’t let that give you anxiety. It’s about taking consistent daily, nonstop action or is the direction you should be going.

00:33:47:11 – 00:34:07:15

Unknown

And and also when you when change is necessary, be willing. Don’t resist it. Be willing to accept it, receive it, and enroll with the find your tribe and roll with them in the direction you all should be rolling. Right on, dude. I appreciate your insight, folks, and we appreciate you listening to up. So the rest of marketing dude folks, if you like what you heard here today, follow us on our social channels.

00:34:07:15 – 00:34:30:11

Unknown

Make sure you leave us review on whatever podcast platform you’re listening in on and make sure you check out our damn software suite, assist or make sure your brokerage gets it. If you really like what we talked about today, have an ancillary services involved in your business having a whole referral marketing system that build your brand and having it all in one cool place for you to access that your brokerage pays for, Well, you better go knock on his fucking door and tell the buy it right now.

00:34:30:17 – 00:34:50:09

Unknown

Go to sweet assist dot com that’s S.W. ETX assist dot com. Thanks for listening. We’ll see you guys next week please. Thanks I’ll 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.

00:34:50:13 – 00:35:06:02

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.

The GIANT Opportunity The NAR Lawsuit Just Created For The Real Estate Industry

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If you haven’t heard about the massive news that is the NAR lawsuit, then you need to check it out. Today we are talking about the massive opportunity this is bringing.

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Check Out Steve’s Website

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

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.

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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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