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

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Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

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Subscribe: Pandora | RSS | Subscribe Now

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

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Atticus’ Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

00:02:23:00 – 00:02:58:15

Unknown

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

00:02:54:03 – 00:03:41:16

Unknown

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

00:03:18:08 – 00:03:41:16

Unknown

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

00:03:38:06 – 00:04:00:21

Unknown

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

00:03:57:14 – 00:04:17:13

Unknown

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

00:04:16:03 – 00:04:58:06

Unknown

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

00:04:37:12 – 00:04:58:06

Unknown

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

00:04:55:14 – 00:05:33:07

Unknown

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

00:05:21:14 – 00:05:51:17

Unknown

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

00:05:36:17 – 00:06:10:05

Unknown

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

00:06:04:15 – 00:06:27:23

Unknown

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

00:06:23:20 – 00:06:56:24

Unknown

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

00:06:40:12 – 00:07:15:15

Unknown

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

00:06:58:12 – 00:07:36:13

Unknown

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

00:07:21:05 – 00:08:06:13

Unknown

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

00:07:40:23 – 00:08:06:13

Unknown

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

00:07:56:06 – 00:08:28:22

Unknown

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

00:08:14:16 – 00:08:48:20

Unknown

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

00:08:33:04 – 00:09:10:18

Unknown

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

00:08:50:22 – 00:09:26:13

Unknown

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

00:09:19:23 – 00:09:50:01

Unknown

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

00:09:38:14 – 00:10:07:23

Unknown

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

00:09:59:12 – 00:10:48:04

Unknown

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

00:10:29:12 – 00:11:05:17

Unknown

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

00:10:51:21 – 00:11:24:01

Unknown

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

00:11:11:19 – 00:11:41:15

Unknown

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

00:11:33:17 – 00:11:54:21

Unknown

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

00:11:49:12 – 00:12:25:24

Unknown

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

00:12:13:00 – 00:12:45:20

Unknown

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

00:12:30:22 – 00:13:10:05

Unknown

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

00:12:50:21 – 00:13:28:03

Unknown

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

00:13:11:03 – 00:13:47:00

Unknown

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

00:13:28:16 – 00:13:47:00

Unknown

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

00:13:47:00 – 00:14:05:02

Unknown

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

00:14:04:14 – 00:14:20:23

Unknown

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

00:14:17:20 – 00:14:39:20

Unknown

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

00:14:33:23 – 00:14:58:21

Unknown

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

00:14:48:23 – 00:15:17:11

Unknown

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

00:15:08:19 – 00:15:34:17

Unknown

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

00:15:33:04 – 00:15:52:06

Unknown

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

00:15:51:02 – 00:16:12:24

Unknown

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

00:16:09:24 – 00:16:31:18

Unknown

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

00:16:28:01 – 00:17:01:09

Unknown

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

00:16:43:22 – 00:17:26:17

Unknown

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

00:17:02:19 – 00:17:26:17

Unknown

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

00:17:21:20 – 00:17:45:11

Unknown

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

00:17:40:10 – 00:18:06:11

Unknown

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

00:17:57:16 – 00:18:28:21

Unknown

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

00:18:15:05 – 00:18:49:16

Unknown

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

00:18:35:23 – 00:19:08:17

Unknown

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

00:18:54:17 – 00:19:26:12

Unknown

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

00:19:24:08 – 00:19:49:17

Unknown

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

00:19:49:16 – 00:20:16:21

Unknown

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

00:20:08:10 – 00:20:37:15

Unknown

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

00:20:29:10 – 00:20:53:24

Unknown

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

00:20:51:20 – 00:21:18:01

Unknown

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

00:21:12:15 – 00:21:47:11

Unknown

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

00:21:31:16 – 00:22:08:07

Unknown

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

00:21:49:11 – 00:22:36:02

Unknown

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

00:22:12:16 – 00:23:07:15

Unknown

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

00:22:39:20 – 00:23:07:15

Unknown

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

00:23:00:14 – 00:23:23:17

Unknown

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

00:23:16:23 – 00:23:40:24

Unknown

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

00:23:41:00 – 00:24:23:03

Unknown

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

00:24:10:10 – 00:24:44:11

Unknown

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

00:24:31:06 – 00:25:04:16

Unknown

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

00:24:59:01 – 00:25:30:14

Unknown

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

00:25:30:14 – 00:25:49:17

Unknown

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

00:25:46:16 – 00:26:08:09

Unknown

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

00:26:03:23 – 00:26:27:24

Unknown

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

00:26:23:18 – 00:27:00:05

Unknown

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

00:26:46:02 – 00:27:16:14

Unknown

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

00:27:07:10 – 00:27:43:06

Unknown

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

00:27:27:15 – 00:28:00:19

Unknown

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

00:27:53:15 – 00:28:26:24

Unknown

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

00:28:12:16 – 00:28:46:10

Unknown

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

00:28:31:08 – 00:29:05:23

Unknown

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

00:28:50:23 – 00:29:25:24

Unknown

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

00:29:06:15 – 00:29:25:24

Unknown

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

00:29:23:04 – 00:29:39:13

Unknown

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

00:29:39:13 – 00:30:06:05

Unknown

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

00:30:06:05 – 00:30:23:18

Unknown

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

00:30:23:18 – 00:30:49:23

Unknown

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

00:30:49:23 – 00:31:09:09

Unknown

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

00:31:09:09 – 00:31:28:13

Unknown

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

00:31:28:22 – 00:31:48:20

Unknown

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

00:31:48:23 – 00:32:04:13

Unknown

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

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

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Real Estate Marketing Dude

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Transcript:

00:00:02:07 – 00:01:05:13

Unknown

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

00:01:09:21 – 00:01:28:18

Unknown

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

00:01:28:23 – 00:01:37:23

Unknown

Let’s get started.

00:01:41:03 – 00:01:58:20

Unknown

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

00:01:58:20 – 00:02:16:02

Unknown

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

00:02:16:02 – 00:02:32:21

Unknown

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

00:02:33:02 – 00:02:50:19

Unknown

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

00:02:51:12 – 00:03:10:20

Unknown

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

00:03:10:20 – 00:03:30:00

Unknown

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

00:03:30:00 – 00:03:46:23

Unknown

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

00:03:46:23 – 00:04:16:08

Unknown

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

00:04:16:08 – 00:04:43:23

Unknown

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

00:04:43:23 – 00:05:00:16

Unknown

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

00:05:00:22 – 00:05:22:04

Unknown

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

00:05:22:11 – 00:05:44:24

Unknown

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

00:05:45:00 – 00:06:05:16

Unknown

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

00:06:05:16 – 00:06:26:22

Unknown

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

00:06:26:22 – 00:06:46:24

Unknown

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

00:06:47:14 – 00:07:14:16

Unknown

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

00:07:14:16 – 00:07:36:22

Unknown

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

00:07:37:05 – 00:07:58:00

Unknown

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

00:07:58:00 – 00:08:17:01

Unknown

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

00:08:17:11 – 00:08:42:18

Unknown

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

00:08:42:23 – 00:09:03:04

Unknown

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

00:09:04:15 – 00:09:25:12

Unknown

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

00:09:25:12 – 00:09:49:03

Unknown

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

00:09:50:02 – 00:10:10:18

Unknown

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

00:10:10:18 – 00:10:24:16

Unknown

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

00:10:24:23 – 00:10:43:17

Unknown

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

00:10:43:17 – 00:11:09:22

Unknown

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

00:11:10:08 – 00:11:32:00

Unknown

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

00:11:32:00 – 00:11:51:13

Unknown

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

00:11:51:13 – 00:12:12:12

Unknown

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

00:12:12:18 – 00:12:33:19

Unknown

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

00:12:33:24 – 00:12:54:01

Unknown

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

00:12:54:06 – 00:13:23:06

Unknown

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

00:13:23:06 – 00:13:41:22

Unknown

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

00:13:41:22 – 00:13:56:16

Unknown

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

00:13:57:00 – 00:14:16:09

Unknown

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

00:14:18:00 – 00:14:44:10

Unknown

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

00:14:44:11 – 00:14:59:00

Unknown

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

00:14:59:00 – 00:15:19:21

Unknown

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

00:15:19:21 – 00:15:46:04

Unknown

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

00:15:46:04 – 00:16:13:05

Unknown

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

00:16:13:07 – 00:16:44:05

Unknown

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

00:16:45:06 – 00:17:03:09

Unknown

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

00:17:03:09 – 00:17:24:07

Unknown

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

00:17:24:07 – 00:17:38:14

Unknown

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

00:17:38:14 – 00:17:56:17

Unknown

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

00:17:57:07 – 00:18:15:16

Unknown

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

00:18:16:12 – 00:18:35:04

Unknown

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

00:18:35:04 – 00:18:50:17

Unknown

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

00:18:50:17 – 00:19:08:03

Unknown

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

00:19:08:03 – 00:19:23:01

Unknown

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

00:19:23:01 – 00:19:39:16

Unknown

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

00:19:39:18 – 00:20:07:02

Unknown

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

00:20:07:02 – 00:20:27:24

Unknown

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

00:20:28:01 – 00:20:52:02

Unknown

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

00:20:52:10 – 00:21:16:00

Unknown

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

00:21:16:00 – 00:21:36:13

Unknown

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

00:21:36:14 – 00:22:03:24

Unknown

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

00:22:03:24 – 00:22:26:22

Unknown

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

00:22:26:22 – 00:22:49:02

Unknown

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

00:22:49:02 – 00:23:16:02

Unknown

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

00:23:16:02 – 00:23:43:10

Unknown

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

00:23:43:10 – 00:24:07:19

Unknown

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

00:24:08:04 – 00:24:33:02

Unknown

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

00:24:33:06 – 00:24:54:21

Unknown

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

00:24:54:21 – 00:25:13:08

Unknown

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

00:25:13:18 – 00:25:31:23

Unknown

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

00:25:31:23 – 00:25:51:02

Unknown

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

00:25:51:12 – 00:26:10:13

Unknown

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

00:26:10:24 – 00:26:29:23

Unknown

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

00:26:29:23 – 00:26:51:12

Unknown

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

00:26:51:19 – 00:27:16:07

Unknown

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

00:27:16:14 – 00:27:42:22

Unknown

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

00:27:42:22 – 00:28:05:05

Unknown

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

00:28:05:07 – 00:28:26:19

Unknown

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

00:28:26:19 – 00:28:50:08

Unknown

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

00:28:51:00 – 00:29:11:14

Unknown

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

00:29:11:18 – 00:29:45:02

Unknown

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

00:29:45:02 – 00:30:10:17

Unknown

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

00:30:10:17 – 00:30:30:16

Unknown

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

00:30:31:00 – 00:30:55:20

Unknown

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

00:30:56:05 – 00:31:18:16

Unknown

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

00:31:18:19 – 00:31:48:03

Unknown

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

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

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Transcript:

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

00:04:11:23 – 00:04:27:04

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

00:04:27:14 – 00:04:42:20

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

00:04:43:01 – 00:04:59:00

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

00:04:59:00 – 00:05:20:00

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

00:05:20:07 – 00:05:41:06

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

00:05:41:21 – 00:06:05:15

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

00:06:05:15 – 00:06:21:02

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

00:06:21:02 – 00:06:36:21

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

00:06:38:06 – 00:06:59:16

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

00:07:00:07 – 00:07:27:20

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

00:07:27:20 – 00:07:46:21

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

00:07:47:03 – 00:08:11:09

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

00:08:11:16 – 00:08:31:06

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

00:08:31:13 – 00:08:48:11

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

00:08:48:17 – 00:09:12:11

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

00:18:01:01 – 00:18:26:15

Unknown

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

00:18:27:05 – 00:18:53:09

Unknown

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

00:18:53:09 – 00:19:17:06

Unknown

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

00:19:17:06 – 00:19:40:00

Unknown

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

00:19:40:16 – 00:20:03:20

Unknown

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

00:20:03:20 – 00:20:25:21

Unknown

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

00:20:25:21 – 00:20:50:18

Unknown

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

00:20:51:05 – 00:21:09:11

Unknown

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

00:21:09:11 – 00:21:28:13

Unknown

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

00:21:29:06 – 00:21:50:10

Unknown

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

00:21:51:00 – 00:22:09:14

Unknown

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

00:22:09:22 – 00:22:31:01

Unknown

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

00:22:32:04 – 00:22:58:20

Unknown

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

00:22:58:24 – 00:23:17:00

Unknown

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

00:23:17:02 – 00:23:39:03

Unknown

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

00:23:39:21 – 00:24:01:20

Unknown

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

00:24:02:05 – 00:24:15:01

Unknown

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

00:24:15:01 – 00:24:34:07

Unknown

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

00:24:34:20 – 00:24:58:22

Unknown

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

00:24:58:22 – 00:25:24:21

Unknown

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

00:25:25:18 – 00:25:43:10

Unknown

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

00:25:43:13 – 00:26:06:08

Unknown

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

00:26:06:14 – 00:26:24:24

Unknown

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

00:26:25:02 – 00:26:47:09

Unknown

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

00:26:47:21 – 00:27:05:06

Unknown

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

00:27:06:02 – 00:27:22:15

Unknown

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

00:27:22:15 – 00:27:35:07

Unknown

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

00:27:35:07 – 00:27:51:11

Unknown

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

00:27:51:11 – 00:28:14:21

Unknown

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

00:28:15:04 – 00:28:34:19

Unknown

So you’re going to see a lot of these opportunities open up. Mark my words, I guarantee you it’s going to happen. Would you agree with that? I think in every market, too, I don’t care where you’re at in the country. I’m positive this is going to happen. Guys. Yeah, I’m not as I would say, I’m not as decisive as you on that as far as how how drastic the market’s going to shift.

00:28:34:19 – 00:28:55:08

Unknown

And I think we’re all due for a market shift no matter what, especially with the unprecedented times and COVID and what happened afterwards. I think there’s a reason why creative fighting is like the number one and talked about and searched on subject right now talk about being ahead of our time. We’ve been doing this now for over ten years just in this market.

00:28:55:08 – 00:29:20:09

Unknown

I’m just in creative writing. I haven’t done anything else in real estate investing since the 2008 crash. And we’ve noticed, as always, when there’s turmoil in the market now, creative financing options become a a more normalized, traditional way of buying and selling real estate because when there’s turmoil, that means that the market needs more help, needs more solutions.

00:29:20:13 – 00:29:46:07

Unknown

Yes. And that’s exactly what we’re seeing right now. We’re seeing more deals and better deals because we’re able to really saw people’s problems. And as you’re saying, what’s interesting is even if people aren’t distressed because they hear so much noise, they actually feel distressed, which means that there are actually there’s a lot of sellers that will sell properties either below market or more creatively just because they hear everything that’s going on.

00:29:46:07 – 00:30:02:02

Unknown

And although they’re in a really good position, they don’t feel like they are. And now we can go ahead and step in and solve that problem as well. You feel like the temperature’s changed with sellers and you guys are doing a nationwide thing if students all over. But and because before it was like sellers are sort of dicks like fuck you, I’m not going to sell my house, this thing is worth it.

00:30:02:03 – 00:30:34:08

Unknown

This is the Taj Mahal. Like no one’s touch this thing for less than $10 million, but now they’re starting to open up a little bit. Right. And it takes 6 to 8 months for that to happen, which is I think we’re there now because it’s hard. The market is always lagging behind, even like I remember back in 29 or 2010 when the market was depreciating so fast that the comps on paper were showing higher than what the true values that people are willing to pay big are a major issue in the BPOs and the appraisals at that time, because the market was depreciating fast and it was going up.

00:30:34:08 – 00:30:53:00

Unknown

So in the last six months of comps, if you’re Joe with a 200,000 or sales price, but that’s not 175. Well, you’re at a there’s it’s hard to get the bank to accept that but it came I caught up. So you’re going to see that in this market as well. And I think there’s going to be more. More and I’m not saying you get fucking like crazily distressed.

00:30:53:00 – 00:31:15:05

Unknown

I just think that there’s going to be people I know there’s people with higher credit card debt right now. I know that the people who bought in the last 12 months are all underwater that got FHA or VA financing. So there’s dire situations that now on the flip side of that, their payments are very affordable. Right. So you don’t know what they’re going to do with it and we don’t know if people are going to do that.

00:31:15:05 – 00:31:33:15

Unknown

But what I know is that there’s people that are looking at their houses and what they do with them in way more creative ways than they were just in school. Listed on Zillow or for sale by owner. But on the MLS that’s going to make a whole lot of money. Yeah, I’m Mike and I think it’s important that you hit on exactly what you just said, which was one of our strategies buying property subject to.

00:31:33:15 – 00:31:51:09

Unknown

I mean, what we’re what we’re doing right now is we’re buying properties with 3% interest rates, two and a half percent interest rates where nobody else can get access to 7%. So as long as you can solve that seller’s problem, because if I’m a seller and I’m underwater, I don’t know where to go. I’m not a real estate investor.

00:31:51:16 – 00:32:08:10

Unknown

You know, we know. Sit tight, wait or move out and turn into an asset. And because you get it, because you get cash flow on it. But most people don’t think that way. And now all of a sudden if something dramatic cabins they walk through these exit. I like this scenario let’s walk through it so they get an idea.

00:32:08:10 – 00:32:32:15

Unknown

So let’s just say and we’re actually have one here in San Diego and most of these loans, you consumer the early FHA or VA, is that accurate? Can you assume a conventional. Well, I’m not assuming anything. Just I mean, the because there’s different I’m thinking of subject to mortgage but you could actually assign mortgages to and there’s a lot of real estate agents you’re doing stick VA’s VA loans you can assume if you choose to.

00:32:33:03 – 00:32:53:06

Unknown

But remember my rules or our rules, and that is we don’t sign personally on debt. So what we’re doing and I know with the subject deals, the number one worry is about the down sales clause and everybody freaks out about it. But the truth is, it’s like, do you want sales calls? And I have a specific measurement, but I have heard of very few do on sales scores happening.

00:32:53:21 – 00:33:23:24

Unknown

But I know that there are techniques that are attorneys have suggested how we acquire the properties primarily, primarily through family trusts because the Garden State Germain Act, I think it’s 1982 or 84 states that a do on sales clause cannot be called if it’s for state or taxpaying purposes for a transfer of title. So then we just buy the trust that is like one, two, three, Jump Street Smith Family Trust, and we’re the beneficiary of that property.

00:33:24:15 – 00:33:42:12

Unknown

I like it. It’s very smart, though. So and at the end of the day, a lot of these deals in which we’re doing, is it worth the risk of the on sales clause being called? Because there’s other ways to pivot, too, because basically the bank saying that they’re going to foreclose and do on sales. And how long does that take?

00:33:42:14 – 00:34:13:16

Unknown

Many times. In many cases, it takes a long time. You can exchange the beneficiary back to the seller in order to protect the seller, you could sell the property before it’s fully been completed. There’s just so many different ways in order to structure these. And in most cases, because I can already hear people saying, in most cases, when we buy properties like this, we’re actually improving the seller’s credit because most of this most of these circumstances, they may be behind on payments or they don’t have any equity in their home.

00:34:13:16 – 00:34:37:03

Unknown

So we’re actually improving the lives of the sellers by doing this because it’s still attached to their credit. And they’re they’re benefiting from that because we’re always making our payments on time, because at the end of day, it’s our asset. We’re trying to get this thing the finish line makes sense. I could do it. Any other things? Thoughts, wild things you want to see or mention?

00:34:37:03 – 00:35:00:17

Unknown

Anybody know? I just would say this and that is credit. Finances are a lot of fun because every deal is different. At the end of the day, there’s still deals that are happening now. We’ve done hundreds and hundreds of these great fancy deals. There are still deals that we approach now that have nuances that we have never seen before and that we get to work through and and structure out, which is a heck of a lot of fun.

00:35:00:17 – 00:35:26:18

Unknown

But know this too. If this is the first time you’ve heard of creative financing from a guy from Massachusetts that talks super fast, then they’re used to this notion they just know like this was a my intent for today was a perspective change to say there are other options out there that you may not be familiar with that can help solve people’s problems and also make it very profitable for you as a real estate investor.

00:35:27:08 – 00:35:57:14

Unknown

So I encourage you and I know we wanted to give a giveaway today, which is I encourage you to go read our first Amazon bestseller book, Real Estate on Your Terms. You get it absolutely free, so you not going to go buy it on Amazon. I’ll give it to you right now for free. We’ll actually ship it to you at no cost and you just have to go to wicked smart books dot com forward slash marketing guy with a get smart books dot com for XYZ marketing guy And in that book you’re going to hear not only our stories, but you’re also going to see how each one of these transactions comes to play in

00:35:57:14 – 00:36:16:18

Unknown

there. And in those case studies, why the seller did it, why the buyers did it, and then how the cash flows there. So a lot of good a lot of good material for you to go through. And then at that stage, you’ll now be able to start my, my, my guess is you’ll start recognizing more opportunities than you maybe passed up on.

00:36:17:24 – 00:36:40:23

Unknown

Love it. Why don’t you tell everybody where they can find you online as well and make sure you guys go ahead and get that download. I’m going to get it as well and check it out. But what you tell them what your website is, you guys have a these guys coach, they train. If you guys want to learn this stuff like go on their site, buy some of their info or their products and then you guys can learn more about it.

00:36:40:23 – 00:37:00:14

Unknown

But my point today is getting yourself out of your traditional mindset and realizing the opportunities are going to be all around you. They always have been, but I think it is a big opportunity coming up in the next few years of concentrating on because everyone is scared and they’re all hiding in the closet because they’re being a bunch of pussies and they’re scared and don’t know what the hell is going to happen to them.

00:37:00:14 – 00:37:18:10

Unknown

And they’re worried about this and they’re worried about that. And at the end of the day, you guys, you got to just man up, woman up. You got to make the change. Nobody’s got it. No one can do it for you. You got to do it. You just have to learn it. And what you know in your head, in the skills you have, is what makes the difference between what happens during this time.

00:37:18:20 – 00:37:39:02

Unknown

So, yeah, you can find you can find us at smart real estate coach dot com fans on Instagram TikTok Facebook at Smart Real Estate Coach Also on YouTube at Smart Real Estate Coach, we have over I think it’s over 300 deals structure of Sunday’s now we call them where it’s either our deals or the deals that we helped our students do.

00:37:39:10 – 00:38:01:13

Unknown

And we literally whiteboard it out where we found the seller, what the deal looks like, why the buyer needed us, what the payments were, the paydays on it. They’ll they’ll continue to help share with you exactly how this may work in your current business model right now. Sweet man. Well, appreciate you sharing your insight today. We appreciate all you guys listening.

00:38:01:13 – 00:38:16:09

Unknown

Another up. So the real estate marketing do podcast folks. If you have any additional questions, want to check out our new software. We just lost referral suite ecom. This is part of suite assist and if you’re looking for a referral marketing system that firms your database makes them not forget who the hell you are, what you do. This is all you need.

00:38:16:22 – 00:38:32:20

Unknown

Learn about it, research it, and then I’ll follow you around the internet and so you can buy it. And we’ll meet in the middle somewhere. Referrals to and referrals Slate.com. Appreciate it, dude. You guys have a great week and we’ll see you guys next Saturday. Bye bye.

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Transcript:

00:05:04:20 – 00:05:32:18

Unknown

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

00:05:35:22 – 00:05:54:00

Unknown

What’s up, ladies and gentlemen? Welcome to that, brother. Let me start that over. What’s up, ladies and gentlemen, welcome to another episode of the Real Estate Marketing Dude Podcast. Folks, what we didn’t do here to start on my mike on today, it’s like the only the third time I’ve ever done this in my life. But I do have a earpads earpods and I think you could hear me just fine.

00:05:55:01 – 00:06:14:07

Unknown

Dude, the phone, the markets change quite a bit, you guys. And what I want to share the rest of the year, I’m actually just going to dedicate towards sticking out, doing things different. What do you do now? Because the one thing that you have to do is change your marketing along with it, because if you’re still doing the same shit you did six months ago, well you’re going to go out of business.

00:06:14:07 – 00:06:34:05

Unknown

And so the latest news, about 60 to 80000 realtors have already done just that. And when a shift happens, you either shift with it or you shift right out of it. And this will be my second and a half shift I think I have had over the last 20 years. So I always get emails and people pinch me to come on this show every week.

00:06:34:14 – 00:06:51:22

Unknown

And this one was pretty cool. So I wanted to have her on and share with us what she’s doing. But I’ll give a quick intro and I’ll let her tell her tell you a little bit more. But in short, they have taken a truck rental company, re-engineered it, and almost sort of like partner with people on marketing and advertising.

00:06:51:22 – 00:07:10:08

Unknown

In a sense, she’s going to explain her whole process. But the reason why I wanted to do this show was I remember I was right when I moved to San Diego. I was driving down the street and I saw a realtor doing an open house, but it wasn’t a typical open house. What they actually were doing is they had a taco truck outside the open house and they threw a damn taco party.

00:07:10:15 – 00:07:27:03

Unknown

Now that was one of the best open houses I’ve ever seen, but I instantly thought to myself, like, what should if this they’re sticking out, they’re doing something different on just an open house. And the reality is just the type of stuff you need to do in a market like this. People will remember how you do it, not what you do.

00:07:27:03 – 00:07:44:19

Unknown

And everyone in their mother has a real estate license that does not give you the legal right or any right to go out and make $1,000,000 gives you a legal right to technically sell a house and collect money for it. So without further ado, we’re going to go ahead and introduce our guest, C.J. C.J, why don’t you say hello to our listeners talking about who the hell you are and what we can talk about that.

00:07:45:16 – 00:08:14:20

Unknown

Well, I’m C.J Streit with On the Move and we’re located here in San Antonio, Texas that work with real estate agents nationwide. And we have a company called On the Move where we we’ve been in business since 1992, advertising a pretty unique marketing tool for various agents. And you guys have a what they do, you guys is like, it took me a second to get my head around it, but they basically wrap a moving truck for real estate agents, your branding, your everything.

00:08:15:05 – 00:08:32:24

Unknown

You lease the truck and then you buy it when you’re done. But they build the truck brand for you. And I’ve seen so many people trying to say, how do I get a moving truck? How do I do that? And I’m assuming these are the trucks you see when people like, Hey, I’ll move you for free when you see like the big realtors like image on their network with their thumbs up, right?

00:08:33:09 – 00:08:48:21

Unknown

Yeah, that’s us. And we try to I try to keep my brand out there. So but a lot of people have a hard time finding who we are as a real estate agent because it’s all branded for you. So we’re actually the fourth largest rental fleet in the United States, but all of our trucks are branded for our customer.

00:08:49:04 – 00:09:19:12

Unknown

So if you see any kind of truck that has a realtor on the side or a real estate agent, then 90% chance it’s ours and that they used us. If you see like the aerodynamic look of the truck, my family, my grandfather actually designed that truck so it’s unique to on the move and we it’s a one piece fiberglass shell so it’s like looks a lot better with graphics it doesn’t have like the rivets because I know one time we had this beautiful girl, she had a truck with a rivet and looked like she had a big mole on the side of her face.

00:09:19:12 – 00:09:34:10

Unknown

But we definitely we we fixed those graphics so it didn’t didn’t look like that. But I mean, you never know with rivets exactly where they’re place and stuff. It is a little bit trickier with graphics design and that kind of thing. You probably didn’t like that one too much. I know she did not and we didn’t either. We wouldn’t get to.

00:09:35:16 – 00:09:57:19

Unknown

But so I want to go. I want to dig dove through this because it just so many agents and like you guys are her listeners like I always ask someone would you hire you off your website? And then what’s the difference between you and every other agent and every single time you? I know the answer is like, what’s the difference when you and every other agent they go, I care for my client, I’m going to like do the right thing by them.

00:09:57:19 – 00:10:16:11

Unknown

I’m like, No fucking shit. You have fiduciary duty to do that. Like, you don’t need to tell someone that you’re going to work in their best interest. That’s sort of assumed, isn’t it? And you have to. You have to. I got a mortgage broker tells us, oh, I’m going to do my best. Buy the client. Thanks, bro. Like, what a great guy, dude, that’s not part of business.

00:10:16:11 – 00:10:32:21

Unknown

This is what you have to do. That’s why you’re in business, because you do a good job in customer service. Our some of your clients using this thing because it’s all brand. I’ve been saying this for the last since go back to 2014 when I started to show you guys it’s all brand people hire you off a brand, you don’t care about your broker, their income or anything else they care about your brand.

00:10:33:20 – 00:10:53:01

Unknown

Are people using this drug? They’re using it just to help their clients. It’s a total tool for benefiting their clients, and they let their customers use it whenever they’re moving. I have customers or, you know, real estate agents that use it like anybody who’s ever use them, use this truck. Well, the more your trucks on the road, the better it is for you.

00:10:53:01 – 00:11:15:24

Unknown

It’s more living billboard for you within a rolling billboard with your name and your brand on it. But to have that advantage and be able to use that truck and have access to a truck like that, especially when moving, not everybody a lot of people obviously use a moving company when they move in, but it’s hard. Not everybody thinks of all the details that they need when they move in, like they go to Home Depot and they just need to grab a couple of things.

00:11:15:24 – 00:11:35:00

Unknown

They don’t need a whole moving truck, but they need some kind of truck to move that stuff back to their house. And so it’s nice and not to put plants in your car. I mean, just simple things like that, just to use the truck for as advantageous to to your clients as some of my a lot of my actually a lot of my clients use it and donate it to charity and for charitable downtown.

00:11:35:06 – 00:11:56:02

Unknown

So they really like get known for that and there’s press releases about that all the time I get because I’ll donate it for a turkey trot or stop the truck and there’s all kind of unique ways to use this truck as a another marketing tool like and do good for your community, which is always a good thing, you know, makes you stand out a little bit more.

00:11:57:00 – 00:12:09:05

Unknown

It’s a conversation piece. Like the first thing I see, like when people see you driving around, they try to get in, sorry if your face especially in a smaller markets like if you’re like in like in your town Burnie Like if you drive around this big ice truck like people are going to know who the hell you are.

00:12:09:14 – 00:12:28:03

Unknown

Yeah, they’re going, Oh, you’re the guy with that truck, you’re the guy that truck. And it’s that branding and that name recognition. But I want to go through some creative ways that people can go out and use this thing. And I just want to share some ideas. I’m thinking of time. I had you guys awesome. The only point about like, I don’t care who you’re following, what you’re listening to, you’re always chasing conversations in real estate, right?

00:12:28:17 – 00:12:50:06

Unknown

If you’re always talking to people like one of my friends, Tony or Kevin Markarian says, Hey, I used to talk to five people a day. And that’s how he became like, do makes like $3 million a year. And I was just bloated because he started just having conversations and that’s how he built his database. And the reality is, is that 10 to 15% of the conversations you have or people you come across on a daily basis are weekly or monthly.

00:12:50:06 – 00:13:06:13

Unknown

They’re moving this year and most don’t know it yet, but 100% of those individuals have a referral for you. And in the referral dominated business, top of mind brand awareness is talking. Everything’s okay. That’s all I care about. If you hear someone say the word real estate or mortgage and they associate your name with it, you are winning.

00:13:06:23 – 00:13:21:06

Unknown

That’s why you do stuff like this. So here’s some ways you can use this truck and tell me. I’m sure people already doing this. What? I just moved. You’re right. You have the move, but you have the shit that you won’t put in the moving truck or in your car. Okay. This is why I have three girls in my backyard.

00:13:22:09 – 00:13:37:19

Unknown

This is why I still have beds and table tops that I just can’t throw away because I don’t know where to throw them. I would have junk parties, I would have a neighborhood junk party, and I would give my truck and I would hire a couple kids to go out there and trash it all and go shoot the frickin trash in the desert.

00:13:37:19 – 00:13:56:09

Unknown

Who cares? Just haul it away. But if you guys had, like a neighborhood junk party for these trucks, you get the whole neighborhood coming out, everyone will participate. And it’s just a conversation starter. Immediately, I’m going to get every single person’s direct mail address, email, address. Someone invited my next client party, but the point being is that you’re going to have X amount of conversations.

00:13:56:23 – 00:14:12:15

Unknown

Now, anyone who’s thinking about cleaning out their junk is cleaning out their house for a reason. One, they just want to clean. Two, it’s probably a good lead in and be like, Oh shit, I might be moving. I have to get my shit out of here. Right. Ding, ding, ding. Has anyone done that one yet? They’re junk. I’m no, I haven’t heard that.

00:14:12:15 – 00:14:33:10

Unknown

I mean, just like internally, like, I was like, we just we just set the check with a bunch of my coworkers. We’re like, okay, it’s time to get rid of these clothes and these things that are in our garage this time. So I have a tracker. We’re going to donate it to the women’s shelter. But yeah, for the cleaning of a donkey that’s a great like to half of the actual event like I love events like that that’s they’re fun right like and you could just and it’s not even like just to have the truck back there.

00:14:33:10 – 00:14:47:23

Unknown

Like I would just say, hey, can I pick up all like this is I have my kids play soccer, so I’m in travel soccer. I would have a truck out there with every single thing I would bring the soccer nets and the balls to the game, like just to have the brand there. Let’s talk about charity. Charity is an excellent idea.

00:14:48:20 – 00:15:06:06

Unknown

I just saw a truck. As a matter of fact, yesterday I was driving and almost stopped him there right next to me. And it was a truck that just picks up stuff from just the junk thing. They pick up old stuff for veterans and they’ll take all your junk and they give them the veterans, they refurbish it and they use it and they live it and they use the furniture and whatnot.

00:15:06:14 – 00:15:28:24

Unknown

But like little charity events are gigantic for this homeless. Some of the charity events you’ve seen people participate in and definitely for like a lot of women’s shelters, I see that kind of thing a lot to help the women move. I see like but it’s really cool though because on the graphics people will say this terrible move donated by ABC Reality or whatever, you know.

00:15:28:24 – 00:15:49:20

Unknown

And so that’s always a really cool marketing piece to have on your truck too. But I’ve seen like I saw somebody just use it for Girl Scout cookies to deliver the Girl Scout cookies. Fantastic. I saw it for you. I see a lot of Thanksgiving events with the turkey trots and and having it like to donate the turkeys to veteran turkeys is great idea.

00:15:49:20 – 00:16:13:05

Unknown

Right in front of your office. Give away turkeys. Give away pies. That’s all good stuff. And we have Cheri Mills. If you’re listening to this, you need to buy this truck and I do it with live to give. So we had a client I have brand a couple of years ago stuck in crushing it but she doesn’t really market but she has the most best unique selling proposition ever.

00:16:13:05 – 00:16:36:15

Unknown

And she created a foundation called Live to Give, which 10% of proceeds go to women’s rape, battered abuse foundations. And that’s her whole thing. So she would market live to give and she, like her marketing strategy is very simple she just takes pictures of the chucks of the 10% that’s given to the charity each time. So she’s holding up like a $25 an hour check.

00:16:36:15 – 00:17:00:00

Unknown

I’m like, she just all the $1,000,000 properties. She’s holding up a $10,000 check, like she’s just sold a 600,000 properties. So you could just always tell what the 10% is. But like you guys, people hire you for why you do it, not what and when. You can be the community hero and you have an unfair advantage very. You could walk into a listing presentation and charge a 9% and no one’s going to blink a fucking eye because of the way she does it.

00:17:01:06 – 00:17:26:18

Unknown

But someone that doesn’t have a y like duh, she could plaster her whole thing. There’s all you guys are doing, these philanthropic brands. I have another guy, he sponsors a dog every time he sells a house. And so I would say buy a house, save a dog’s life. Done. Like you have people just literally so I like these tchotchkes, this show your unique selling proposition, right?

00:17:26:23 – 00:17:52:14

Unknown

Right. If you have a unique offering, we’re launching sale leaseback programs throughout several Midwest markets in the next 30 days. So there’s there’s different unique offerings. It’s not just your face. Oh, absolutely. It’s your face. Absolutely. I have I do see really cool, like with the value propositions, with American flags. And I’m a veteran and a veteran realtor and I can I specialize in it because I served and that kind of thing.

00:17:52:14 – 00:18:11:16

Unknown

It’s always really cool to see. I’ve seen, you know, women based companies and and that kind of thing of deals with heels types. Yeah, but you can also do this stuff with the family. I’ve seen a lot of family brands like your family realtor. Oh, yeah. Picture of you and the kids on the damn truck. Oh, yeah. And the kids love that.

00:18:11:16 – 00:18:29:12

Unknown

Like, I’ll see. They’ll be like the kids want them to pick them up at school in the truck because they’re on the side of the truck or their dad on the side of the truck. Come, come grab me, dad. So that’s always a great way. So do some living. What? My daughter wanted me to drive this truck to pick her up today, you know, so sit there in the car power line, you know, at the school.

00:18:30:00 – 00:18:52:08

Unknown

But another cool thing that I’ve seen our customers do, too, is like they’ll actually share the ad space on the back door. So you could share that with the charities to get their names more around the industry or, you know, around the community. I mean, and but they’ll also operate because, you know, I know when I try to market with my real estate agents, it’s impossible to get in there for breakfast or lunch because they’re booked out six months.

00:18:52:08 – 00:19:13:15

Unknown

But having other vendors come in, you know, pitch ideas to them or get their title companies or pest control. So a lot of my customer, a lot of my real estate agents, they’ll actually sell the ads to like the title company to their mortgage friends, to whoever, and offset the cost. And they’ll basically make money on their truck instead of pay even the lease or the insurance for it.

00:19:13:19 – 00:19:34:15

Unknown

Did you by any chance do any stock burgers truck? Yes. Okay. So if you guys haven’t listened to that episode of Amy Stock Burger, I was probably a few months back now towards the beginning of the year, Amy literally like she has three trucks, I believe now right? Yes and yes. And she refers even more to us. I yeah.

00:19:34:23 – 00:19:56:20

Unknown

I mean, because she’s so what Amy does is she’s in Sioux Falls, North Dakota. You don’t know. And like, she’s the number one agent in that market and you got to watch this episode. But yes, she doesn’t run a real estate company. She runs a local community business that happens to sell real estate. And she uses these trucks to cater events for parties.

00:19:56:20 – 00:20:13:22

Unknown

She she she’s like her own version of Home Depot. So she has like the client parties where she caters in all the fucking chairs and tables. And of course, Amy, if you watched a bouncy house, call Amy and then she leases it out. But her trucks don’t cost her money. She turns profit on them. Oh, yeah, she does.

00:20:13:24 – 00:20:35:11

Unknown

And it’s very smart because you got to look at it like that’s what do you think the CTA bus line does or any bus line is? All busses is that bus exists because of the ads on the side of it and that’s how they that’s how they zero out. So you can sell that ad space on there because do you have any statistics on how many eyeballs that really I want to check the math on.

00:20:35:11 – 00:20:54:24

Unknown

It’s like how many eyeballs? How do you measure that? Because I know it’s like it’s like Vegas, like, you know, it works, but you don’t know which which time did you see my truck that made you call me? Exactly. It is it is difficult. I mean, I use the outdoor Advertising Association. Their metrics is like 6 million viewers for every mile driven without like a wrapped vehicle.

00:20:55:14 – 00:21:18:07

Unknown

So or 6000, maybe 6 million. Sorry. That was what do you pay? So for 6000 views. What do you pay for that? Like on social ads, like do the math. So like where what we’re paying for are you guys is that in real estate marketing is more I believe it’s always been more irr y higher return on investment than any type of advertising or lead generation leads your buying or anything like that.

00:21:18:07 – 00:21:34:01

Unknown

The way I mean. Yeah. And especially like say I buy an ad on, on Facebook and I create this whole ad and everything. I’m paying that money. I’m never going to see that money back. Well, I that’s what I think is so cool about the truck. Is that okay? It’s not working for me. I sell it to make money.

00:21:34:08 – 00:21:58:20

Unknown

I get my asset back or whatever, you know. So that’s kind of unusual for its impact as well. Just here, let’s just do the the the dumb task that you’re going to hire, which is do it differently. You’re going to hire. Let’s get out of real estate. You’re going to go to two different restaurants. One of them has a great ambiance and dining room and you’re like, Holy shit, there’s a guy even playing piano in the dining room, right?

00:21:59:06 – 00:22:21:12

Unknown

The other one is just a taco stand. Which one is a better experience at the ambiance? Obviously that one’s a little tricky for me because I do sell food trucks doing something. I feel like the food you like I said, for experience. So not the food, but experience with experience. Yeah, I know the ambiance of the piano. Of course.

00:22:21:12 – 00:22:39:11

Unknown

Yeah. So look at two realtors. Like, let’s just say you pull up into a listing presentation with your fucking truck, like, give me a break, dude. Would you rather show up in the truck or the Datsun? Yeah, right. So it doesn’t matter. Like it’s it’s and again, that’s what people really hire. People hire like Josh Altman goes into a listening presentation.

00:22:39:11 – 00:22:52:24

Unknown

He doesn’t go out there and start fumbling through a PowerPoint. He looks him straight in the eye and he goes, What the fuck you want me to do with your property, sir? You want me to sell it or not? And he has the confidence today because of all the brand that he’s built. This is a brand bed building thing.

00:22:52:24 – 00:23:09:23

Unknown

You guys are the ones that have a brand never lose, period. Yeah, exactly. I mean, like meeting a marketing person or coming from a marketing background. And if I saw a real estate agent with a truck, I’m like, I’m like, okay, they understand their marketing. They’re going to market the heck out of my house if they are creative with our personal marketing.

00:23:10:05 – 00:23:24:05

Unknown

Yeah. I mean, you should just put me on one of your commercials, like I’m selling the shit out of this. I know. Jesus, like, holy crap, but I believe in it like an I don’t. We just met, so I don’t have any type of affiliate agreement with there, you know? I know I wasn’t I was expecting to sell.

00:23:24:06 – 00:23:43:00

Unknown

I probably should. But I do love talking about outside the box stuff because I know how important it is in these shifts because attention is everything and whoever gets the first call is going to be the one who wins. And there’s not that many calls or as many as there were two years ago. That’s why it matters. 80% of people hire the first person they meet with.

00:23:43:00 – 00:24:03:12

Unknown

It’s either going to be you or someone else. How do you increase those chances? You make a lot of fucking noise. Yeah. Popularity contest. Absolutely. I like it. I mean, any other what’s how does cost? Like, how do you pencil this? Let’s talk about our eyes on something like this. Okay, so if I wanted to, I might just want at least a chance to talk at least a truck.

00:24:03:12 – 00:24:29:13

Unknown

Like, why do you like, what does it cost? How much does it cost me to buy or lease one of these things, the markings or other works. It does vary by by state in which model you want. But like for our our base model, like I call it my show truck, the one that has like a fiberglass. We offer, we always offer like a 14 foot moving truck is what we really recommend to everybody because it is like the easiest for most people to move while still being able to put stuff in there.

00:24:29:13 – 00:24:47:24

Unknown

So that’s about like 4000 dollars a month, whether the rental insurance you’re looking but that that does the rental insurance program that does vary by state. So that’s why I can’t give you like a totally exact answer. But so you’re from that and then I’m going to do you have the option to purchase the truck for the residual value?

00:24:48:09 – 00:25:14:17

Unknown

So you’re looking at like at the end of a four or five year lease, you’re looking at spending about $11,000. You can own that truck, have unlimited miles included. You need the five year, 100,000 mile warranty, roadside assistance, everything that a typical new vehicle. It’s just on lease. I’ll just do lease. All right. So here’s the numbers on lease, you guys, for all you nerds that are writing this stuff, it’s 1400 dollars times 12 months comes out to be $16,800 gap.

00:25:15:09 – 00:25:37:02

Unknown

So $16,800 is going to be about $750,000 worth of real estate sold to pencil that. So if you’re deciding whether or not you want to buy a fucking truck, you say, well, this truck over the next 12 months make me more than $750,000 of gross volume sold. If you’re in San Diego. And that’s like the price of a parking spot, well, great.

00:25:37:04 – 00:25:54:20

Unknown

You can’t sell one house with a big ass truck like that. You’re an idiot if you’re in the Midwest and the sales prices about 200 to 50, you need to sell three houses as a result of the truck. It’s not going to be does or does it not pencil or do I get a positive ROI? It’s going to be on say, how the hell are you going to market the truck?

00:25:54:20 – 00:26:23:22

Unknown

The truck is just there. The truck doesn’t bring the business. You still bring the business. The truck just gets eyeballs. This is very similar to video, you guys. This is all we do. We create content and our numbers are around the same. That’s why every single client of ours has a positive return on investment, as long as they stick with it for 12 months because our costs would run $12,000 a year to do someone’s videos if they can’t sell more than $500,000 of real estate as a result of all that attention, they’re in the wrong damn business.

00:26:23:22 – 00:26:47:06

Unknown

It’s the exact same. It’s how you market branding. That’s how you come up with an eye on branding. Does that make sense, folks? And I bothered you. Follow me as I actually mentally make sense. So that’s like I mean, that seems I thought I was getting more expensive doesn’t be more like 2500 bucks. That’s pretty good because you could probably least what does Amy lesser ad space on there and how much rentable space is on this truck?

00:26:47:18 – 00:27:05:10

Unknown

She’s actually starting to do the sides. I don’t remember right now what it is because we’re actually currently working on articles. She’s going be on the cover of my next magazine. We do a quarterly magazine here. Go. But I know she she sells them for $2 a spot in the back and that’s there’s eight spots, so it’s 6000 dollars a month.

00:27:05:10 – 00:27:24:18

Unknown

So she’s paying for this. It’s paying the advertising should cover the cost of the truck. Right. Then you’re only costing you like probably gas and maybe a little bit of insurance. Well, yeah, but the cool thing, well, that’s a 1400 dollars. That includes the insurance license that we offer, which had like $5 million with the liability. So it’s really a cool program.

00:27:24:18 – 00:27:38:00

Unknown

And as a software buyer, you better like rent the truck out and schedule it. And that way you don’t have to like spend a lot of time on it. You can send a link to somebody like sign up to rent my truck so it can be like in your signature line or anything. It’s really simple. It’s pretty simple to mark.

00:27:38:00 – 00:28:03:05

Unknown

And if you put you have to excuse, it’s just it sticks out. I think it’s pretty cool and there’s a lot of different things, but you do have to have it branded your way like I would almost. The people that are probably a little bit ballsy out there, like I can see some like Donald Trump fan doing like a make in real estate great again truck like wrapped that’s a problem crush it in the right market right right.

00:28:03:05 – 00:28:29:14

Unknown

Right market. But I can also see we had as attorney guy he calls himself like I got I’ll see like the tattooed realtor or something like that, you know, where there’s like somebody with a mind would be your real estate. Like your real estate, dude. Like, that’s always been my brand. Yeah. No, that’s. That’s perfect. I just had a guy, I don’t know, maybe he has a tattoo guy, but it seems like one light on his arm and he had that like in the it’s so that’s cool.

00:28:29:15 – 00:28:50:13

Unknown

That’s him. Yeah. Don’t know. That’s not that same guy I’m talking about but I saw another one. That would be awesome. This guy is a mortgage broker and it said But Wu-Tang is forever, right? I saw an air conditioning company in Chicago and I, 55, had the best billboard ever saw. And it said, Your wife is hot. That was really good.

00:28:50:16 – 00:29:14:07

Unknown

I just like some of these little things like this. You guys are. It’s not what’s on there. It’s the impact it makes. And that’s what branding is. If you’re not doing anything in your business on a weekly or monthly basis, that’s making an impact in your community, that’s keeping your voice and your brand at the forefront, you’re losing business in whichever way you want to do it.

00:29:14:16 – 00:29:34:06

Unknown

So any other closing thoughts you want to think about? Have fun with that and do some cool graphics and and work with your community to get on the strike. So once you tell them where they could, if you have any closing thoughts, go ahead and a lot of invite. But if you want to tell them where to find you when you’re done with that, go for it.

00:29:34:12 – 00:30:04:07

Unknown

Yeah, well, if anybody wants to if you guys send me an email info it on the new trucks dot com, I will give you a free graphics design. So you able to check out what a truck would look like for you and what your branding would look like. So that’s a cool thing. I think that I can offer for for all you guys with a real estate dude, go and then you guys can find me on on the move trucks dot com and my name C.J. if you have any questions, feel free to give us a call.

00:30:04:17 – 00:30:22:02

Unknown

Well, on the move, trucks dot com. Visit it, guys. Check it out and appreciate you listening. Another episode of the Real Estate Marketing Dude Podcast. Folks, if you like what we talked about today in branding, you need to check out referral suite. Referral suite will keep you in front of your database. It will help with your social media content, video, email, content, and direct mail.

00:30:22:02 – 00:30:40:16

Unknown

We take a three pronged approach to staying on top of mind with the people that matter most. That’s anyone that’s on your Facebook, feed your friends lists, anything. If you would say hello to in the grocery store, I want to farm them each month with content so that they become a referral source for your business. Go ahead and visit referral suite dot com, referral suite dot com and we’ll see you guys next week’s episode, please.

00:30:41:16 – 00:31:05:15

Unknown

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

00:31:05:19 – 00:31:21:08

Unknown

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

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Transcript:

00:00:00:03 – 00:00:28:01

Unknown

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

00:00:31:05 – 00:00:47:10

Unknown

What’s up, ladies and gentlemen, welcome to other episode of the Real Estate Marketing Dude Podcast. Folks, what we’re going to get to is a look the title of today’s episode. You’re like, What the hell is that mean? Crisis is seasonal. And this is I’ve been talking to people all over the country. I always do. And I asked one of the questions I ask is, how are people doing?

00:00:47:10 – 00:01:06:23

Unknown

How are people doing? If you click on social media right now, you would think that nothing’s wrong because everyone’s, oh, just a great old God damn well I don’t like saying that word. It’s just a damn good time. And you probably are like, you wouldn’t think anything’s going wrong, but, you know, I think we’re all lying to us and people who are who are crushing it right now.

00:01:07:00 – 00:01:24:19

Unknown

God bless you. Like congratulations. Keep going. But the reality is there’s a lot of people who are not. As a matter of fact, 60,000 are real estate agents just left the industry according to some recent stats. I’ve seen them from multiple places. I’m sure that number is not higher because once renewal comes around, I think that’s going to even increase greater.

00:01:25:14 – 00:01:46:23

Unknown

I don’t know what show we’re on, but probably about six months ago I said multiple shows. I said the amount of agents leaving the industry is going to be greater than the less amount of homes that are being sold within the same marketplace. And if you guys remember that episode, if you didn’t go listen to my shit because I know what the fuck I’m talking about and it’s happening right now.

00:01:46:23 – 00:02:09:15

Unknown

So yes, transactions are down. But don’t get me wrong, there’s still opportunity out there. And what changes is the way you market your business, the way you look at your business, the way you approach your business, because if you keep doing the same thing, you’re not adapting the business, you’re just the salesperson chasing the check. So we’re going give you some fucking real world advice today and if that’s you right now, listen, pay attention to this, because this might be the episode you’re waiting for.

00:02:09:22 – 00:02:30:01

Unknown

And we’re going to just talk about business life, how you overcome these peaks and valleys, trials and tribulations within your lifetime. If you also listen to my show, I always talk about my faith in Christ. The reason for that is because that’s what got me through all of my seasons. And trust me, I’ve had quite a roller coaster in my lifetime, so so is our guest.

00:02:30:08 – 00:02:42:11

Unknown

So what we’re going to do today is introduce our guests. You actually, we just got out here. She thought we were going to prepare for the show. I’m like, no, we’re going fucking live right now. You’re not. We’re going to take notes and prepare on how we’re going to go out and do this show. I’m like, No, I’ve never done that in my life.

00:02:42:18 – 00:03:02:20

Unknown

So what we’re going to do is we’re going to go live right now and just roll with it. So I’ve known her for quite a while. I actually should probably since 2015 ish, I’m guessing. Yep. And I remember when I first met her was at a club wealth event, I would believe, and I was speaking and she was an attendee and she came up and grabbed me.

00:03:02:20 – 00:03:17:23

Unknown

She’s like, Tell me how you doing this? Tell me how Eunice She was asking all the questions and she was, you know, like you could just tell she was going to do something and then she ended up wrecking crushing it and really doing well. And you have quite a story to tell. So sorry for the long, drawn out informational introduction here.

00:03:17:23 – 00:03:54:02

Unknown

But without further ado, Sarah Cruz. Hi, Sarah. Hey, thank you for having me on that was a really good intro. Um, yeah. So yeah, like he said, I did not prepare for this, so just, you know, hopefully don’t sound whiny or anything, but back in 2015, I left emotionally abusive husband packed up, my kids left. 2016, I was divorced and I, I had been a stay at home mom.

00:03:54:02 – 00:04:28:05

Unknown

And so I felt at the time that real estate was my only option because I couldn’t afford daycare. All three all three kids were not old enough to be in public school. And so low income just straight. Just no. And just like boom. Yep. You got I think that what I had going for me is I had been a loan officer back before 2008 and then I had I went ahead and by the grace of God had my real estate license.

00:04:28:05 – 00:04:58:06

Unknown

So I was ready to roll. But we all know like it’s when you’re a solo agent, you get out there and it’s a rollercoaster. So I was in foreclosure twice. I dug myself out a couple of times. And just looking back on that time, it I, I may I was able to make six figures within two years, which I think for a single mom that’s pretty good.

00:04:59:01 – 00:05:20:10

Unknown

I had three kids at home screaming. I mean, take you take a phone call and you have people you have kids crying in the background, which in the beginning that stressed me out. I mean, I would hide in my master closet and then after time, I just let it roll because I mean, the kids would build trust. No one seemed to care.

00:05:20:10 – 00:05:48:11

Unknown

Most of the families that I helped had kids, so they totally understood. So just moving. They became part of your brand too, though, right? Yeah. Without even, you know, that was something that I didn’t even think about. I didn’t know I needed a brand or anything, but I that is how I am known across the United States in the real estate coaching world.

00:05:49:16 – 00:06:19:16

Unknown

And then, yeah, here at home, single mom and still single mom. So yeah. So getting through. Let me ask you a couple questions right here on this and just that, because I want us to resonate with some people. Things always just sort of work out. I believe and I believe that it’s like, you know, if you’re like animals, like if you’re a cat, you’re going to find a way to eat.

00:06:20:08 – 00:06:42:18

Unknown

Mm hmm. Dogs do the same thing. Mammals do this in natural like habitats. And when you’re in and your back’s against a wall and you have housing payments to make kids to feed, you know, all the above, like you’re going to figure it out. But we can’t do is just stay frozen. Exactly. And I so I’m super thankful for their I know there’s a reason I went through all of that.

00:06:43:06 – 00:07:09:20

Unknown

And I’m super, super thankful that I went through it. I don’t know why it is beyond my understanding. I’m just really excited. You know, I, I know God has huge plans for me and I mean, not just with that situation. I just recently went through another one and I’m just just that much more ahead. And so let’s unpack this really quick, because like in real estate, you have to like fall on your face.

00:07:09:20 – 00:07:24:17

Unknown

It’s really the only time you ever learn. And I’m going to give you an example, and this might be some you guys listening every this happens every single age. I mean, doing this for so long, I could I could literally tell you this. So after that, 3 to 4 years, when you start making it might start making six figures.

00:07:24:24 – 00:07:48:21

Unknown

You’re had get so fucking big, your ego floats up and you literally think you’re shit don’t stink. It is a disease. I’ve seen it with everybody. I literally don’t know anyone who hasn’t done it. And the same story happens. It’s happened to me too. Your egos run in. You think you’re walking on water, folks. We’re just fucking real estate agents.

00:07:48:21 – 00:08:25:05

Unknown

Okay. All right. At the end of the day, get over ourselves. The ego will kill your business. The ego is what brought me bankrupt. Thinking, not planning ahead, not working on business, thinking that I could always just figure it out. Did you have an ego? 2.0, I’m sure. I mean, I just I was going through files last night and I had taken a screenshot of my backend software with my brokerage, and I had all these like you had to scroll to go through all my deals and I was like, look, it was like, look where I’m at, you know, like I’ve got this figured out.

00:08:25:11 – 00:08:49:22

Unknown

But the thing is, it’s like you have to a lot of people in that position become reactive. So winners are proactive like we that a lot of us should have planned on a market like this. I grew my business in this market and then I got, you know, got to sell it and it was easy. And then, bam, here we are again.

00:08:50:06 – 00:09:17:01

Unknown

And and that wasn’t the experience that I, I, I did experience. There was other things going on in my life, but I was not proactive. I, I was reactive since November. So let’s unpack these things first. What did you know from 2016 to 17 to that you didn’t know in 2019, but you only realize in hindsight, right? You probably didn’t do a panel before.

00:09:17:21 – 00:09:43:09

Unknown

Oh, no. Okay, that’s necessary. In my case, like when I got to San Diego, I was so bad with numbers. I just learned the piano in the last 18 to 24 months. That’s when I really started making money like I had the fall to frickin learn the case here. So that’s not a loss, though, at the same time, because you can’t pay for that knowledge.

00:09:43:09 – 00:10:13:14

Unknown

No, that’s a really good point. Pianos are I mean, there’s other things that I’m sure I wish I would have known back then, but when you’re just I mean, it was a shit show and just throwing wet noodles against the wall to see what would stick, you know? But when you do that, when you get your business and your bank accounts all set up and you get that PNL, which I finally just hired somebody to help me, which, by the way, she’s been amazing.

00:10:14:00 – 00:10:36:12

Unknown

But you find that you are not making as much money as you think you are. And it really puts you you have to be put you have to be forced into that headspace. You guys have to know every number in your business. Every number. Like I know my number so well right now that I just know every moment, any business I’m involved, they know every dollar and know where it spent.

00:10:36:12 – 00:10:47:11

Unknown

I know what my budget is. I know what my groceries cost. I know everything it is in this market. That’s probably the number one thing that people and if you don’t know, yeah, trust me, you’re going to fall on your face and you’re going to learn it. You’re going to come out of it, though, learning it. And that’s what it takes.

00:10:48:21 – 00:11:18:19

Unknown

What about just looking at, you know, looking at just business generation, obtaining clients? What did you find when you didn’t have any money to spend? Where did you put that effort? What did you do to generate it? What did you do to make that happen? Okay. So when I was new and I didn’t realize it at the time, I was doing open houses, maybe events, and then so what?

00:11:18:19 – 00:11:40:18

Unknown

It wasn’t necessarily the open houses that grew my bit. In fact, it was not the open houses. I remember one client that I got and he ended up being a repeat client, but isn’t for as many open houses as I did. I don’t know if I can say that it was worth it or not, but it was posting on social media about not my cute little graphics, but like, oh, here I am putting up signs.

00:11:41:01 – 00:12:08:03

Unknown

Oh, here I am. It’s, you know, in Galveston, it’s windy, it’s about to have a hurricane. But I have this open house planned and just I well, I didn’t realize at the time, but I was showing the real life of a real estate agent or, you know, of Sarah Cruz. So told me posting about like your your what is it the home snap award that like 99% of the real estate population gets that says like congratulations.

00:12:08:03 – 00:12:22:10

Unknown

You’re like in the top 1% and everyone posts and they’re like, oh my God, I post the award or they or maybe it’s the just listed like or it just sold like, I hate that shit. It makes me a court, folks. You just have to tell your damn story. She’s just hitting her database. So in other words, your business came from your relationships.

00:12:23:01 – 00:12:53:01

Unknown

Yes. Yes. And when you’re doing that, which it’s super important to reach out to your your sphere, because those are your warm relationships. But thank God for social media. And by the way, if that’s ever ripped out from under us, but so many more agents, there’s probably going to be about 2% of agents that are still in the business because they have an email list.

00:12:53:01 – 00:13:13:23

Unknown

I think a lot of us rely way too much on social media, and I’m one of them still. And, you know, just doing all the things it it’s you really have to leverage your time. And that’s another thing I learned through this last one. I had lover. I paid for leverage and then I had to let all of it go and it’s like I’m building back up.

00:13:15:00 – 00:13:34:03

Unknown

We’ll take a quick a quick small second for a commercial break. If you’ve not heard about referral suite dot com, referral suite dot com. What that does it helps you market your database on social media through video email and automated through direct mail. It’s the only place you need to nurture, grow, manage and stay in front of your damn relationships so they stop forgetting who the fuck you are.

00:13:34:04 – 00:13:57:03

Unknown

All right, let’s go back to the regular episode because you’re not marketing in your database. Someone is. That’s right. And that damn software that I finally moved out here for this finally day, I’m ready and I’m launching it next week. Fuck, yeah. Boom. That’s a ten year road. $600,000 down the drain. But I didn’t quit. And neither will you in this market.

00:13:58:04 – 00:14:17:22

Unknown

No. Now, so let’s get back into this, because you started making it. I saw you start like speaking and creating a lot of content. And yes, like guys get the business right in front of you, but if you’re hiding in the closet, you’re chasing a bunch of strangers. Like your business is just never going to take off. You’re just going to get burnt out unless you’re a fucking robot.

00:14:17:22 – 00:14:38:01

Unknown

There are some robots out there. And if you’re a robot, congratulations. But the vast majority of us aren’t. We have feelings. It’s emotional, stressful. We can’t cold call every day like this is the reality of it. A lot of us are salespeople. It’s very rare to find a good salesperson. Now you’re going through some else right now, and I don’t know what you want to share about that.

00:14:38:01 – 00:14:56:07

Unknown

You don’t share any of it. However, you’re going through another season like you this is only two years. You thought you were probably you were like, Oh, fuck, I got it made and then I’ll send it crash again. Yeah, well, I which I know you know a lot about this, but I went, I slid right into a deep depression.

00:14:56:07 – 00:15:23:06

Unknown

And it wasn’t because of the market, it was just things that were I was burnt out. I was really burnt out because it’s I one of the things that I pride myself on, oh, maybe I shouldn’t say that, but a lot of my clients use me because I’m so responsive and I think I just wore myself out and, you know, still three boys.

00:15:23:06 – 00:15:53:11

Unknown

I try I run my ass off for them and I like I try to make it to where it doesn’t feel like a one parent household because it’s not their fault that their parents are stupid and had a failed relationship. So all three play sports. I’m constantly driving them around. I pay for everything my ex-husband does. I don’t even care about throwing him under the bus anymore.

00:15:54:00 – 00:16:22:05

Unknown

He does not hold his weight. He is not a good dad. He has no respect for women. So he has no respect for me. I think there’s one woman in this world that he has respect for, and that’s his aunt and that’s it, not even his mom. So he I do everything on my own and running a business, you know, I yes, I do make great money.

00:16:22:05 – 00:16:41:10

Unknown

It just got to the point where I just I got tired and I just but here’s what I learned from all of that. And that was months and months of just let’s go through that. I remember days that like I literally like full disclosure and I left Chicago. I was like, I can’t get the fuck out of here.

00:16:41:10 – 00:17:02:00

Unknown

I can’t even look at a granite countertop anymore. Like, I swear to God, if I hear the word fucking stainless steel appliance upgrades GFCI outlets, I’m going to fucking throw up. Yeah, because like, it’s so emotional like the $10 people are fighting over. It got to the point where people are fighting over like a what is $1,000 on a home inspection item and I’m making like 15 grand.

00:17:02:00 – 00:17:19:09

Unknown

I’m like, I’ll fucking pay it. I don’t give a shit, shut the fuck up. Like, I don’t care. Like just get out of here. Like, stop fighting. Yeah, honestly, I personally kind of I’m like, but I love the marketing side of the business. I love the Legionary side. That’s why I moved. But if you guys feel that way right now, that’s real shit.

00:17:19:09 – 00:17:40:14

Unknown

Like, I think it happens, everybody. And I just don’t think anyone talks about it because you could get just burnt out in this business, you know, over everyone. How many clients have you shown it and show them 80 houses and in a buy anything or how many times have you logged on and found out one of your friends fucking hired your other friend or you know, the stuff gets it’s like a dagger go through your heart.

00:17:41:12 – 00:18:09:02

Unknown

Yeah. I mean I, my own views on that. I just I’m normally, I’m just like, well, what, what did I for some reason they didn’t use me and whether somebody else could have built that trust. So they liked somebody more than me. And it doesn’t I don’t want it hurt my feelings and that’s that’s a huge thing in the real estate world is don’t get if your mom doesn’t use you you should ask yourself why.

00:18:09:02 – 00:18:36:12

Unknown

But it’s like if you have to look in the mirror, well, yeah, that’s their job to remember what you do. It’s your job to remind them. That is exactly right. And there’s, you know, if if there’s a lot more short sales and a lot more foreclosures, you can bet your like, you need to be like getting cold business because those people aren’t going to be using their friends like they’re in a financial dilemma.

00:18:36:21 – 00:19:05:23

Unknown

So giving me a little bit of a preview of where we’re headed, I don’t really I don’t know. I in my area, the markets always good. It was really good obviously during COVID, but I don’t I so after Hurricane Harvey I thought that was it was like my business is done. I just I had only been in business for like two years and I was building up and I’m like, Well, there we go.

00:19:06:09 – 00:19:33:06

Unknown

And it just like it took off. So, I don’t know, I think if you acclimate to the market because now we have a ton of flooded homes and we are super saturated with investors and that’s actually that specific part of investing is not my niche, but like my investors buy you construction, but you just have to acclimate to the market, whatever.

00:19:33:06 – 00:20:00:09

Unknown

You have to be proactive and just not reactive, just be proactive, acclimate to the market, learn whatever is coming our way. And so I don’t know. I don’t think our market’s going to be bad, not here in Houston. I’m curious about what’s going to happen in San Diego because I don’t know, like no one in their right mind is going to buy a house at a 7% interest rate at like 1.5 million when you can rent the same house for a third less.

00:20:00:23 – 00:20:29:23

Unknown

Yeah, that’s the problem I see in this market, but it’s so different. A lot of people are living here too. They’re not like excited about like the future of California. So barely. But we have a lot of y’all come in here. Yeah, I know. We’re keeping you damn busy. All right, so where do we take this? Like, I think there’s a lot here, because the second thing that you’re you’re coming through now is what you you keep you don’t stop.

00:20:29:24 – 00:20:51:22

Unknown

You keep going out there. And then I believe that opportunities as long as you’re really loud. So I like content creation so much as that. We have a client that is running for fucking mayor because he’s on video like it’s crazy. And the amount of brand you could just build doing it consistently never fails. But there’s always the real win in it isn’t the amount of clients you get, it’s the other opportunities that come your way.

00:20:52:10 – 00:21:16:03

Unknown

And I think if people just because it just creates more conversations when you’re just putting yourself out there and these different conversations leave different opportunities and I’m sure I don’t we haven’t talked since, but I’m guessing that these little opportunities that have happened your way, you have a course that you created, you have a another business. You’re running and running on a leadership level.

00:21:16:10 – 00:21:42:20

Unknown

But those didn’t just come to you because you were sitting in the closet, not doing anything, not hustling. They’re doing it as a result of those. But none of that has a deal with a direct client for real estate, does it? No. And it’s actually so during this most recent rough patch that was my therapy is I just would get on my computer and I would just write and I would shoot video for my course.

00:21:43:14 – 00:22:08:07

Unknown

But yeah, so back and I’m back. When you were making my videos, it wasn’t even I didn’t even have to run ads. I mean, I would just post it and the organic reach my business just like took off that’s and I, I’m shooting myself in the foot because I don’t do as much videos I need to be doing.

00:22:08:24 – 00:22:32:17

Unknown

But I just wanted to throw that out there because you’re probably going to need it. Yeah. Like you need to open houses. You don’t need to do events, you just need to be on video, on social media. You don’t even have to run ads behind it. Now, I didn’t have to be good to. Kristen was coaching and she’s all about like rich ads and everything.

00:22:33:02 – 00:23:00:01

Unknown

But if you don’t have the money to start that you just you you can just use that organic reach. But yeah, back on these life events, just going through this last one, the biggest thing that I learned and, and this has nothing to do with real estate, but I know like everybody goes through this is when you are I got I got to the point where I was super upset with my ex-husband.

00:23:01:19 – 00:23:35:19

Unknown

And we have this cycle of abundance like it’s like this ongoing. Like we just we all the cycle of abundance you give, you receive. And when you are hung up on something that completely stops. And I let that control my mental peace and in turn that like my business came to a complete halt. And I every day, like, like the resentment, like you were so pissed off about this thing that you couldn’t move forward.

00:23:36:06 – 00:24:06:16

Unknown

So right now, my oldest is in Cooperstown, New York, for a tournament that I busted my ass to get them to me and the other parents. We were fundraising like crazy I every it’s my blood sweat and tears I pay for his baseball every month. I take them to practice. I take them to games. I fundraised. I bought his plane ticket.

00:24:06:18 – 00:24:40:08

Unknown

His new client studies wearing like everything and my ex-husband doesn’t pay child support. Didn’t help at all. Doesn’t help. And guess who’s at the tournament right now watching my son. And I’m here at home because I couldn’t go. And I have been so stuck on that. And it like every day I have to work on forgiveness and letting it go so that the rest of my life can run at the speed that I want.

00:24:40:08 – 00:25:21:05

Unknown

And it’s not completely all his fault. Like when I’m producing, none of this matters. None of this matters. I’m like, You know what? You’re hurting yourself. Because I get to see the boy’s little quirks. I get to see them grow. I get I that’s my gift. And he doesn’t get that. But he’s looking like super dad right now and Cooperstown am and did absolutely zero to get his son there but I guarantee he had his travel plans all paid for all made while the rest of us were bussing our house to get our kids to Cooperstown.

00:25:21:14 – 00:25:52:24

Unknown

So like I it if anyone knows it’s me. Like, I feel that pain and I on a daily basis have to forgive him or I just. I’m going to live in this turmoil and I’m not going to make any money. My business is not going to run and I need it to. I mean, worst enemy. Yes. Yes. It’s crazy what our minds do.

00:25:52:24 – 00:26:31:23

Unknown

It’s there’s so elaborate. And you have to learn to control and have peace. Mm hmm. How much how much do you rely? And then I’m assuming this is where faith comes in for you. I want you to rely back on. Yes. Yeah. And I. And I know. And back in 2015, 20, 16,017, when I was 13, when I was Laina Wake at 3:00 wondering how I’m going to, you know, pay the electricity bill or whatnot.

00:26:31:23 – 00:27:03:00

Unknown

I was always I made sure that I was always thanking God for what I did have. I did have a roof over my head. I owned my home. So I didn’t I didn’t have to worry about getting evicted. In fact, like I totally I used like I knew the bank wasn’t going to come after me and I had a good six months, but I would dig myself out like every three months and then I would go on that roller coaster again.

00:27:03:00 – 00:27:25:14

Unknown

I was brutal. Yeah, but I. I swear, like, the last six months have been even worse than what I went through back then. And I’m. And that’s what a lot of people I think are happening right now. But tell them and, you know, you’re not out of it yet. No, no. I have to build my business back up.

00:27:26:05 – 00:27:49:23

Unknown

But my bit and and just to be super authentic and transparent. Yes, I had things set up. I had my pal whatever. But I, I had to go through what I went through for a reason. And now ramping back up, it is just so much more organized like I know what to do now and know putting those steps in place.

00:27:49:23 – 00:28:15:03

Unknown

And I, I, I’m super excited to see what God has in plan land for me because just everything that I’ve been going through and experiencing, like it’s just that much better just coming out and you realize too, your real friends are too okay. You get to see who the fake people are, who the real people are, who really has your back.

00:28:15:10 – 00:28:30:04

Unknown

My dad told me I was younger. If you have two friends in your life, you actually had a good life. And I used to say, look at thousands of friends and hundreds of friends, like I’m the most popular kid in college. What do you mean? And he was right. I’m like, you know, because once, you know, money goes away.

00:28:30:04 – 00:28:52:02

Unknown

And then I went from to be okay, pretty much everyone left with it. And then also and you see who’s around. But yeah, most people today are all talk. I can tell you firsthand, a lot of people you listen to, I’ll talk, bitch, you know, just the way it is. But I think the point here is, is that life isn’t always what it seems to be.

00:28:52:02 – 00:29:09:20

Unknown

And this isn’t meant to doom and gloom, but motivate for you guys listening to this, because you guys are a lot of you going through this shit right now in my life, I relied back on my own faith, same way it was like for maybe just four years ago. And I remember as Christmas and I only had like $300 in my checking account.

00:29:10:09 – 00:29:30:21

Unknown

And it was I think I was like the 23rd of December. And I bought $300 worth of gifts at Tuesday morning. And that’s the name of the store for Chris for Christmas. But I still had presents and I’m like, All right, what am I going to do for dinner the next day? And like and who knows? Like, money just showed up and I stopped worrying about my monthlies and whatnot.

00:29:30:21 – 00:29:51:00

Unknown

I actually started tithing. It wasn’t until I started tithing that business started growing, oddly enough. So I encourage you guys, I’m not trying to preach the word to you because that’s I could just tell you about it. And it’s up to you to take that and accept that into your life. But if what I just said resonated or what Sara just said resonated, then give it a shot.

00:29:51:00 – 00:30:12:18

Unknown

Because what do you got to lose at the same time? And I think if you could find peace through strength and just do it inner what happens is that like magical it’s just what happens with everyone who tries it. So I would encourage you to take a look at faith if you haven’t yet. Anything went Oh, I mean a ton.

00:30:12:18 – 00:30:39:05

Unknown

I mean I just going through those things and I just tell you, I’m one of my best friends. The other day, like I I’ve been very lazy about taking my boys to church, but we, they know who Jesus is. They know who God is. But the fact that I was raised on Christian values have helped me tremendously. Has I?

00:30:39:05 – 00:31:04:07

Unknown

It that event brought me so much closer to God and I had to one day I remember so clearly. I just had I had to I just threw my hands up and I just gave it all to God. I was just I can’t do it on my own. I was trying to control everything. I was trying to control the Cooperstown situation and my ex-husband and myself.

00:31:04:13 – 00:31:30:12

Unknown

And I just I finally had to just throw my hands up and I just I was not forced, but I just was constantly talking to God. And I this is the whole story. But I would hate for my clients to know. But whatever, once that happens and this was just last month, once that happened, an acquaintance called me.

00:31:30:13 – 00:32:00:14

Unknown

Her house was had been on the market for six months in my neighborhood. And if your your house is on sale on the market six months later in my neighborhood, our house fly off the market. Something’s wrong. And I their listing expired. I took over immediately. I sold that house within 2 hours of it being listed on the MLS for almost as much as it had been listed for before.

00:32:01:01 – 00:32:23:23

Unknown

And it was all cash and like I had money in my account within two weeks and that was like I, I was wondering how I was going to be paying my mortgage in June. That’s how bad my business and like I listen to all the gurus, I had six months of reserve in my bank account and that’s that’s how long I had been going through that fund.

00:32:23:23 – 00:32:48:23

Unknown

And I was running out of money. And as soon as I just let it go and gave it to God, like, boom, now it’s like life. And every single day something happens to where like the, the brokerage I just joined and partnered with. We have four divisions coming up. We started a leasing division because of my leasing course that took off and is going great.

00:32:49:02 – 00:33:05:21

Unknown

We’re building a team and then one of my best friends calls and says, I want to just sit in front of my computer and come to my. And I was like, awesome, because that’s like it that we’ve needed that we, there’s investors that need somebody to do that and we can make a lot of money off of that.

00:33:05:21 – 00:33:31:17

Unknown

So and then we’re starting a home swap division where it’s where we are going to be. The experts on estimable rates. You don’t want to sell your house because you don’t want to get in a higher rate. Well, here’s somebody else that needs the same thing. Home swap. So it’s just I mean, business is awesome now and I just had to let go and forgive, let go, let God.

00:33:31:17 – 00:33:51:09

Unknown

And so I’m a huge yeah just for a lot give it all up here. I was like Mike and Darren covered like I’m like, why don’t you want to wear a mask? I’m like, because if Scott thinks I’m going to die, I would go, but I’m going to get it. No matter whether or not I have a fucking mask on or not, I don’t give a fuck about no stupid, you know, COVID, whatever.

00:33:51:09 – 00:34:09:03

Unknown

Like, even if the people were turning into zombies, I’d say when my time to go, my time to go. But I’m not going to stop doing what I’m doing today because of what someone else says. And that’s what faith over fear is, folks. So great episode, folks. This is, you know, to really do like these motivational type things, but it just felt we should.

00:34:09:23 – 00:34:30:17

Unknown

I think we did a good job. I thought it was good show. Any closing thoughts once you talk about your leasing course that you mentioned, now that we do have a business side, let’s see if we can help sell some of your courses. Why don’t you tell them how they could get involved in that? Folks, what you just said was for different, unique selling propositions, adapting to the current market conditions.

00:34:31:19 – 00:34:54:14

Unknown

And you have to people are still going to be moving. You have to be a problem solver for those who are. So you have to shift and you have to shift the way you market your business. You have to shift the way you generate business because yes, she’s right. The truth is that people who are safe right now aren’t going to move as likely because they can’t replace the same house they’re living in with today’s rates at the same price, they’re paying for it.

00:34:54:19 – 00:35:16:08

Unknown

And that’s one of the biggest problems. Hence this home swap creation she’s come up with. She’s solving a problem. And anytime you could be a problem solver on your business, regardless of market conditions is going to happen. I’m going hard into distressed. I’m focusing on high debt, bankruptcy, foreclosure, short sale, 60, 90 day lates because those are the transactions that are going to happen right.

00:35:16:08 – 00:35:41:21

Unknown

That’s what happens in a shift. So buy your course and tell me about that and let’s get this show wrap so you guys can get back to your day. Yeah, the main course, the core offer is how to be a six figure agent and it’s not it’s not business coaching. It is like the art of how to get business.

00:35:43:14 – 00:36:11:16

Unknown

And then what I’m an expert at Lisa, is because I have a lot of investors, we buy, buy and holds and I turn around and I list and for lease I get tenants and I’m sorry my dog was not supposed to be in my room and so I did a leasing course. So if you need money right away, if you’re an agent and you’re struggling and you need money, this is a course that teaches you how to make immediate money.

00:36:12:05 – 00:36:45:17

Unknown

And while you’re building your business and honestly, like I put lead gen stuff in my leasing course, which you can totally use for buyers and sellers. So and it’s much cheaper where do I get it? And well, I can send you the link I have, but I don’t even know my link tree link. But if you go on link tree and you search Sarah Kors S.A. RH C r us e it will take you to there that up program.

00:36:46:19 – 00:37:11:21

Unknown

Sarah Cruz Keep crushing it and don’t stop folks listen to this a couple times. Do you? I know a lot of you. I feel exactly what we were talking about. I just know it and take notes and just sit back. Zero in. Don’t run around like a chicken. That’s what happens. You know, you’re that animal trying to get out of the hole that you got stuck in and you can’t really sit back and think of an intelligent way to get out of a hole.

00:37:11:21 – 00:37:27:08

Unknown

You just keep clawing at what’s next and that’s where these folks, that’s when you start spinning wheels like a hamster wheel. You don’t get out of it. So get the fuck out of it. It’s up to you to do. And yes, you can do it because I guarantee you, chances are probably what me and her have gone through.

00:37:28:02 – 00:37:46:02

Unknown

And I don’t mean this in a negative way, but it’s probably a lot worse than what you’re probably going through right now yourself, because we’ve gone through some shit and a lot of it wasn’t shared on this, but maybe it will get really, really deep on another episode if we get a good response on this one, I’ll be happy to go really, really deep.

00:37:46:10 – 00:38:03:16

Unknown

So thanks for listening, guys. Check out our new software we just launched. It’s called Referral Suite. AECOM is a component of suite assist. If you want to learn about that, it’s called suite assist. Visit that W WW dot sweet assist dot com piece we’ll see you next week. Thank you for watching. Another episode of the Real Estate Marketing Do podcast.

00:38:03:16 – 00:38:24:11

Unknown

If you need help with video or finding out what your brand is, visit our Web site at WW dot real estate marketing dude dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.

00:38:24:15 – 00:38:41:06

Unknown

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

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We may all be over cold calling, but we can’t pretend it isn’t an art form and occasionally a necessary skill. Today we are going over what it takes to close luxury listings with just some good, old fashioned cold calling.

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Transcript:

So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started.

What’s up ladies and gentlemen, welcome another episode of the real estate marketing, dude, podcast, folks, we’re gonna be chatting about today’s luxury listing. That’s one of the top questions we see in all the Facebook groups. A lot of the questions we get written in the show, and they’re always like, hey, how do I get luxury listings? And usually, my response is, Well, you got to hang out with the people who focus on those homes. Because if you don’t, that’s how you build a relationship with them. Right? That’s actually how Josh Altman got a start. If you ever read his book, Josh Altman used to hang out in the Starbucks. I think I have his book right here in my library somewhere. But he used to hang out in the Starbucks. That’s how he got his first listing he heard overheard eavesdropping in the line, some athlete was selling his house, he threw his coffee way, gets behind them and starts a conversation. And that was how he got his first listing. But he put himself in that environment. So what we’re going to do today is our guest is going to prove me wrong and every single way, because he’s really good at something I’m not. And most Realtors aren’t, to be honest with you either. But that’s why it’s probably working for him and what he’s an expert in is actually going about and getting luxury listings. But starting that prospecting journey on the phone. We’re talking about possible cold calling, and I don’t know yet we’re gonna get into an interview him, but this is phone prospecting, and I can’t do it. I hate sales. I can’t do it. I just can’t do it. I can’t pick up the phone and call someone and try to sell my shit. I like when they come to me. But I do know phone prospecting works very well and our other company owner advocate, we are creating all of our seller leads through cold calling, and we’re cold calling certain aspects. So it does work. Yes, but this dude’s gonna give us the magic. So without further ado, let’s go ahead and introduce our guest George dilemmas. Did I say that correctly? Yes, you did. Right. Damn, I know that. I was taking notes when you said it a couple of times. That’s why. But let’s just say hello to your guests. Tell us a little bit about yourself who you are, where you’re at. And I got all kinds of questions for you.

Absolutely. Again, my name is Georgia lamas. I’m located here in the Panhandle in Florida. You’re probably asking what the heck is that? Well, that’s in a historic part of this is called 30. A. That’s where all our vacationers come down and investors it’s also Destin, Florida is in that area. Lifetime, vacationers come down here as well. And yes, big part of my business sold over 100 million. And I’d say 99% of that’s come through phone prospecting, whether it’s expired listings, just sold pendings. If I see a significant sale, maybe get to know the neighborhood a little bit call in. And basically, I’d love to kind of run through that. See if I can give some good knowledge out to everybody.

That’s crazy. How long have you been in the business first?

I’ve been in the business I got my license in 2013. Probably didn’t start till end of 14 or 15. I think more than 14 I was still full time in another job.

And are you from your local geographic area? Or did you transplant in or

numbers from Boston grew up there? Spent a quite a few years down in South Florida as a little kid moved back up to Boston came up to this area by chance and yeah, that’s really it really came up here by chance? No, definitely didn’t know anybody didn’t have a sphere really had nothing. You just went to work.

That’s why I ask is that because you know, when you have a sphere real estate is not that difficult. You stay in friendly relationships, and it’ll provide consistency in your business, you might not get superduper rich, you’ll have to prospect for that. However, you could have a consistent and make a very good income just off relationships as long as you have them. But when you don’t, what do you do? Right? So alright, let’s get into this. So talk to me about why phone prospecting first and is this the first thing you’ve ever done? Did you ever try anything else out and you stumbled into this? Why did you how did you end up on the phone? Because most of us run away from us?

Sure. So when I started out I mean literally our first year is like throwing spaghetti at the wall right? See what sticks here. Back in the day. I was blogging, back back loading SEO to try to get mine right. I’ll tell you though, I did it and like I get on the first page but then I would you know inbound wasn’t coming right. I would sit open houses i I’d like to but I didn’t really love it. I didn’t really ever like dealing with buyers. I’d rather blow my brains out and having to drive around for days with people hats off to those who do it. So how do they get into it? I started going on YouTube how to how to get listings. I started studying listings, how they sold you know, the photos were bad description was bad. I started studying like, why did this happen? And I stumbled across a guy from Massachusetts so I probably gravitated to him being there. And I saw his YouTube video He did live calls and I literally write down the scripts. What did he say? How did he say it? So that was really the starting to it. And then I just started calling scared as hell phone ring. Don’t answer, don’t answer, don’t answer that answer and stumble. But I have excitement. I have energy, like, because I would go back years later and go, Why the hell did someone listen with me? I had no clue what I was doing. But I just didn’t stop. So that was the evolution started there. And then just over time, I studied my craft every day. I’m probably like you, you know, tons of reading, looking into things. Why do people say certain things? How does the brain work? When somebody says something? What’s subconscious do? And that’s what I really did.

There’s an art to it. It’s not so much like if you know how to like, it’s very similar to dating guys. But there’s an art to it, right? You gotta like, you gotta get an interest. Because let’s be honest, like I get all the today I get all the might be what’s up might be spam, or what’s the word on your phone? Again, like spam likely? And I’m like, I’m not picking that up, you know, like all the time. So I mean, that’s even gotten harder, and you’re still having success. So start at the beginning here. How do we find the people to call? What’s you grabbing data sets? Are you targeting anyone distressed? Where you call him? And how do you know they’re likely to move? And then like, how do we narrow the list out first, we’ll start with that.

Depending on your market, now, this market doesn’t have as many expireds that’s how I kind of cut my teeth on it back in 15. It was an old market, which were kind of returning to now and obviously some parts of distress. But so I would start there, I would get one of those local services, whether it was red X volken. Seven, I like Vulcan seven personally no endorsement, of course, but I used to use it. And it would pour in that day, you’d see all the expires, all the cancels. And then I would be I would really pick and choose even at that point. And this is no offense, anybody I didn’t want to deal with the $500,000. Seller. For the markets I was in. They were almost first time home sellers. Lot. It was for all the work to do for there. Why not go after bigger ones. So I’d see ones that would expire? One to 2 million, 3 million, 4 million some cases up to 10. So that’s the first start.

Quick question, do you find that a lot of people go after that higher end expired? Or do you feel like people get a little bit timid and scared away from that? Like, I wonder how many people are actually calling luxury? Like, how many people are calling the $10 million expired? Sure.

Over. So here, our average price point on 30 days? Shoot? Well, it was up as high as like 2.2 million. It’s obviously come down. So yes, which somebody call it 10 million. And they don’t get as many calls now. Because number one, like you said, scared as hell to do it. The ego protects us, right? Ego says, hey, they probably wouldn’t want us they don’t they don’t want anybody calling their phone. So yeah, that stops them. The ego when you start telling yourself a story, oh, I shouldn’t call their day, they probably already have an agent and go back with their agent and start telling that story. But yeah, I’d ask, Hey, you know, Mark, I’m curious man, you must be your phone must be blown out. You’re getting all these calls about your home coming off? Like no, not really. And I’d start tracking that. So okay, anything over 5 million, the calls dropped way off.

Interesting. Good point, guys. Take notes. Man. That’s a really interesting point that somebody got said, Okay, who else other than expires? What are you doing now?

Also a little bit expired. Again, not much. But more. It’s just sold pendings. Now, I will say, you know, I’m part of a team I was invited to join a couple years ago, it’s been the best thing I’ve ever done. But it also gives us an opportunity to market around our own sales, of course. So we’ll do a lot of that. And a lot of that, I will say it’s not the lowest hanging fruit so that you’d have thick skin or it’s going to be a lower conversion rate. But you’re calling you’re just educating them. Hey, great news. I don’t know if you saw the Carter sent over. as well. I’ll put a scannable code on it where they can watch a video I’ll talk about the product sold. Just let them know what happened. Hey, great news. market is starting to flatten out. But your neighborhood property just wandered to contract and 15 days it was listed at $1,100 a square foot. I’m shocked to see that I’m just extremely happy. I wanted to share it with you guys. Hey, before I let you go, Mark, I am curious, though, if you could get a strong price like this. Would you have any consideration in selling right now? What’s you know? What’s your thoughts? Then you just get into a real conversation. Now. Truth be told, I’ve done this so many times. I’ve had repetition. Oh, so you could say one thing over time I’ve learned it’s a practical intelligence, knowing what to say how to say it for the highest value? I’ll find I’ll know ahead. So you might say no, no, we’re not going to sell right now. Okay, I understand that, you know, but what price point you say no to or if you were to sell? Is this more of a time based thing that you have to wait six months, or you just don’t have somewhere else to go up to this? Because these are investment homes. So if it’s off the beach, maybe ask hey, you know, I’m curious. I love it’s interesting. If you could ever sell anything closer to the beach, would that be like the dream? Would you want to do that? And just kind of get into it from there.

But yeah, you just said some interesting these are investees like second homes. Yeah. so nice in your market. So that’s interesting. She got a lot out of state people might not be privy to like What the hell’s going on every day and whatnot. And that’s to your advantage. It’s not it is

a cheat code here. You’re right, because they don’t have an agent. And most of the time, let’s be really honest with ourselves, right? What’s the old NAR stat? 80% of people loved their pest agent. It’s even probably higher than that. How many times they use them again? And then the numbers dropped way down.

18%? Yes, you guys fail to stay in touch with them?

Exactly. So even here, it’s even easier because out of sight out of mind, I don’t see them. So if I can get a relationship started, if they don’t want to sell right then you’re not we’re not thinking about selling right now. Great. And of course, we get the follow up process started emails video, and then

in front of them run from there. Yeah. Interesting. I like this a lot. Guys. There’s a lot of nuggets. We’re unpacking over here. Out of curiosity, you just said that. The market in you’re in? You’re in Florida, I’m in San Diego. And is the market depreciating? there right now, currently DLLs are a values and how much have a hit? has it taken in the last six months?

Sure. It here it’s really it’s a it’s a it’s not a strange thing. It’s unique. We’re having some neighborhoods that have I would say in my words completely pulled back. You know, they were at, let’s say 2 million. They’re lucky to get now at one eight, in some cases, right, because they have too much inventory temper stuff, right, like 2022. But some of the waterfronts we’re still seeing 2200 square foot 2400 square foot, now there’s less of it. And I will say the sellers and buyers, it’s a it’s a war because there’s good inventory, and then there’s bad. And the bad inventory is overpriced and not turnkey. The good inventory is priced closer to market. And as beautiful finishes completely redone. Even the furniture is upgraded. Because for our market, that’s an important things people buy the homes furnished. And that way they can walk in they’ll do it. But yeah, I mean, sales drop off with 30%. Less than last year, I handled the numbers this week. But if I had about 30% Less transactions. Yep.

And you guys just work hard, harder. I mean, that’s the opportunity zone itself, because a lot of the agents who just list a house on the MLS wait for the buyer to come. You know they’re gonna reality is when the shifts happen, you want a business, it happened last time, it’s gonna happen again, probably. But for those of you who are listening, actually doing the ship full time, you have an opportunity, you’re gonna have to grind like we all did. I grinded, when I started this dude grinds every fucking day. And if you’re not grinding, like you’re not going, there’s no easy button in this business. And whatever that grind is for you. For me, it was content creation. For George, it’s calling. And there’s a thing out there for you guys. Alright, let’s go to the art of the call here. Because this is interesting. I don’t know if we should roleplay this or what but walk me through. I’m a seller, all of a sudden you interrupt my day with a call. And this is more of like a circle prospecting thing. You’re just starting to build a relationship through a phone call getting their information and then farming them essentially. Is that what I’m hearing here? Yeah,

I mean, that’s good, especially now that the markets come down, you’re it goes right back to what it was from 2015 to 2019. Okay. And the call, you’re right, so you hit it, and it’s different tonalities but the opening is very simple. We don’t want to waste your time because again, as you said a little while ago when you look at your phone, and scam likely because you know what you build that habit up in your subconscious to say that salesperson narrator is telling you don’t pick that phone up. Yep. Well, I get you on the phone. It’s very simple. The tonality straightforward. So Hey, Mark, and like, yeah, in the south, I do a couple things that are different than I would in where I was before, but the South is the uptick. A mark, right there. It’s like do I know this person? A mark. It’s George, local agent here in Destin. Hey, the reason for my condo keep it quick. I saw your home came off the market. I’m sure you’re getting a bunch of calls from people telling you to sell your house in 30 days, cash buyers and all that stuff. They’ll usually say yeah, they’re calling. Oh, cool. I wasn’t calling about that. The reason I was calling I was looking at the photos of your house. I have to ask this how in the world did this thing not sell? You got a beautiful kitchen? You know, it looks like you have a bigger lot.

Calm I’m millennium. Yep.

Implied compliment. And then the way I look at it, I become their friend. Right? Because I will say that that line right there. Three weeks ago was worth 7.6 million of a listing I got because when we got to did the phone call to get it sat down with him. I asked the NSA I’m just curious. I know we have great side trails, sales track history, but what made you invite me to your house? He knows well. No one ever asked me why my home didn’t sell it. So you know all the stuff we study and we take surveys as we talk to people we know that line works. Yeah, so we asked that line. You know, because we’re generally interesting. This house is beautiful happen. They’ll tell us and they bash their agent. I will tell you this 100% Don’t do that. Don’t join in. Just say I I can say, hey, I get it. You know, sometimes we hire people with the best intentions doesn’t work out. It is what it is. Go right to the next question is usually it’s always an ARB, typically, because we want to give them opportunities to answer not yes or no. Hey, Mark, I’m curious. You told me you’re taking it off. We’ll understand that. But if you had sold this, we’re going to reinvest here locally, are you going to cash out? Take your bag of money and head for the hills? Let him answer. And all we’re doing is building up rapport. Yeah. And then we start, we start positioning ourselves like, Hey, if you are going to put it back on, we have the conversation, you know, will become a problem solver. Yep. You know, George, I was thinking about, you know, cashing out, maybe reinvesting in, you know, upstate Georgia, a lot of Mountain House, we’re interested. And, you know, I will push on the pain a little bit, but I’ll just say, Wow, is that dream dead? Now? You know, the agent, unfortunately, couldn’t do it. Is that dream dead? Well, we’re not really sure. Well, what if there was a preference? Which would you still want to hold on to this and not get to Georgia? Or if you could find a different solution and move? Or move your equity to the next house? Would you want to do that? What’s the best choice for you? And they’re really motivated, we’ll get to it. And if they’re not, then we just simply go back into, like you said, get the email, follow up, stay in touch, educate them through our videos and talking about market updates. And then hopefully, one day secure that listening.

Did you guys catch the importance of the tonality in the beginning, and I tell us all the time for people that we create content for is that the tonality is everything, no one’s gonna remember what you’re saying. They remember how you’re seeing it. If you notice the pitch in his voice right at the beginning, and he said that on purpose, he goes, it’s got to be a little op ed in the south, because you got to play you got to chameleon, with these people. And you got to mirror them. And when you do that, they’re subliminally more attracted to you. I remember one of my old agents. I started when I was in Chicago at a brokerage and then I tried to do lead generation for agents and no one could ever convert. Like, it was just I just gave up. But I would record their phone calls. And, and we were I was bringing in a ton of calls. We’re getting inbound calls like crazy. But then when I would listen to this one guy was one agent on my team and he was like, this is this is how he sounded when he go. And they were their inbound calls. Okay, these weren’t outbound. These are inbound leads sellers calling. You go. Hello? Yes. Oh, hold on a second. Let me grab my pen. That was his opening line. Let me grab my fucking pen. Are you shitting me? Like, let me grab my pen so I can sell you something as all he said. And I’m like, and his tone was so off like it made me hurt. How important is that tonality?

Oh, it’s everything. It’s like you just said because even I tracked back when I used to call when I told you I would think back and I took my as a friend. I always talk to him in California, we always prospect back and forth and conversations. And one thing we both joke about how the hell did somebody pick us? We didn’t know we’re talking about we didn’t know how to close efficiently. But what we did do and it brings you right back to what you said the tonality. Yeah, now as time went on, and there’s a guy that I always credit with me, and I quote, he coached me for a month and put me on track to get higher listings. And when we did that, he was trained by Jordan Belfort program, and I really dove deep into the tonality, because there’s stuff he does like the Whisper. You know, like, sometimes I may get into a situation where I’m like, you know, Mark, can I tell you why that scares the hell out of me that you’re thinking about using the same agent. And then you can come up, you know, my energy comes up, I might know, for me, I had to have an internal thing that says, George, stop speaking so fast. That’s awesome. Yeah. So you’re right, there’s going to be times where NL you put down in really, what makes you say that you can come up, you can come down, you know, a lot of times too. And this isn’t a tonality part, but asking permission, giving them the ability to say no, Hey, Mark, would it be okay, if I’m direct with you right here? And then they’ll Yeah, of course, what is it and then that’s a way to get your point across without having to be too salesy or talking too much, because they give you that permission. Now, of course, be direct, but I gotta tell you the plan you have set up, I’ve seen it happen before. The percentage of it working out for you to get this money out is probably not in your best interest. And can I explain why we’re going to it? But the tonality if you hit it right in the head, sometimes I will whisper over my tongue really down and elongate words. You know, Mark, how in the world did that not sell? I work on that crap so much that sometimes people will laugh. They started laughing because they’re like, I don’t know. I don’t know how my household doesn’t sell. And then you can you can feel that come back to you and you’re talking to him, and it gets you you do it enough times it registers like in my brand new binder, you pause the slightest bit when I asked, Hey, this is Georgia, my local agent here in town, and you can hear them. And I know Mike, you’ve been getting calls, haven’t you? Yeah. I mean, I gotta tell you, you get the worst the worst calling because they’re not trained on what to do and how to work and help you efficiently And then we kind of go into it. But the tonality without it. It’s, you’re right. It’s like, Hello, how are you? What are you doing? It stays flat. Well, that’s, it’s

why I hang up when I get cold calls from India because I can hear the boiler room in the background of people without making outbound calls. And you just hear me like, dude, I’m gonna, I’m on the other end of the sales floor, like, fuck off. You know, like, I don’t want to talk to you. Alright, so this is cool. I like this a lot. The second piece, though, is that he did in his coffee, he hasn’t paid attention and taking notes was that he differentiated himself. And instantly, he told them the opposite of what everyone else was telling them. He knows what they’re already telling them. Right? Is that accurate? Correct. Yeah. So tonality match, then differentiate what the fox in it for you him or the color and then what makes you any different from everybody else. And agents aren’t commodity guys, sometimes just listening and caring is the difference?

That we’re, we’re the number one team here so we can talk about our numbers. But if you go right into like, if you’re, if you’re a kick ass agent in that neighborhood and sell all the homes, right, and my home comes off, yes. People want to work with winners. We know that right? Well, any walk of life we want. That’s why we cheer for athletes, we go to the best restaurants, we try to go to the best things here near because people want to be affiliated with winners, right? But if you go in and you’re like, oh my god, you know, last year, we sold this to did it and you start talking about yourself too much. You can even lose them there. Yeah, 100%. That’s not about because you leave the conversation, you’ll feel great. Oh, man, I just told Mark that we sold the most homes here on the water. He’s got to choose me. But then an agent comes in and basically shifts to I’m a problem solver. I’m going to put all my energy into this. But let’s really dive deep dive, what exactly do you need to get to this house to make it for you to move? Now, I’ll get to that part. And then I’ll reintroduce myself and say, hey, you know, I didn’t mentioned at the beginning mark, but I had to tell you this. We’re the number one team here. We sell XYZ last year, and I might bang in my chest and show you how impressive I am. I’m only saying this because if you do decide to sell your house again, you can feel great inside knowing that this is the transactions we handle day in and day out. And we can sell this house, it’s just going to be a matter of either fine tuning the marketing, maybe we’ll see some stuff in the house that we may want to change a little bit. Or maybe you do have to adjust your price. But before we get into that, and then we go into another question and then close from there. Love it.

Let’s get to the video stuff. Then you just carry on the conversation questions question based selling, you know, like pagan Mike ferry course, if you guys want to learn more about that, let’s get into the nurturing. So I think that’s where the conversion happens. So you’re, I just want to know, like, what’s your expectation to me talking to you? Like, I don’t think you give a shit. If you get a listing appointment on the first one. I think you just want to put them on your drips.

Yeah, because anybody who ever talks about calling, I hear some other coaching programs makes me cringe. Like the ones that don’t tell the truth all the times like oh, yeah, just get them get an appointment, get 100 appointments a month, all that that bullshit, which is great. But let’s be truthful, you’re right. A lot of their times, like, Hey, I may need, I want to just take 30 days off the market, jaded them, they need a time off. And that’s again, that’s when you align, hey, I completely understand you know what, Mark, that’s probably the best option right now. Why don’t you take the 30 days off, let the listing cool off, and then jump back in and

demonstrate why I’m the man for the job. Yep, real content and video and all that great.

And I like Bom Bom personally, because I can do screen records. So if I’m talking to you and say, Hey, Mark, I’m going to keep you updated. If I see a really strong sale, should I be sending that to you keeping you updated? And they’ll say, of course yeah, please send it over. And then the videos are simply you get the screen record up Tom, I usually have the MLS background, it’s just walk them through it. Or if it’s a significant thing, or one better. If I had material that I want to share that I didn’t want to bore you over the phone and just talk about it. I’ll do a screen share screen record of it. And just show you Hey, I didn’t have a chance really to go with this mark below, you’re gonna see this. And here’s some more material about it. And sometimes if we like we do some of the best videos here in terms of marketing a home. So I’ll take a video. Pause right now pause excuse me, take the audio out of it. Play in the background. Explain why it’s so important. Why it transitions the way it does. That’s great. Because what it does is really start showing like holy shit this guy’s way too much in the real estate listing. It’s

more demonstration. That’s what I like about it is that it’s the key and then you’re leveraging content not to sell to demonstrate and there’s a major difference between that because most people will just start selling on when they’re you’re on video. They’re gone. I mean, me, me, me, they always revert back to like, trying to talk someone into something. When the reality is you don’t have to talk about anyone in anything. You just have to show them what you know. And that demonstration will in fact help convert them on over to you Do you guys set this up on? Are you doing these personally? Or are you like, Hey, I talked like so you talked to the guy and Mark, we hang up the phone, I basically tell you, I’m gonna take 30 to 60 days just to chill, I’m burnt out on this home selling process. I’m an Airbnb for another 45 days. Let me get some cash flow. And then maybe I might want to relist this. How often are you touching base with them? In that scenario, like? Or do you put them on an automated like drip or these videos are going out where you have different sequence of videos that you that like an FAQ or a case study, maybe listing videos that you guys have done? Like what kind of content? And how often? What’s the frequency?

I do, I do keep when a home valuation, and I let them know ahead of time, how am I gonna send this to you? I say keep in mind, this is an algorithm and your prices, you’re gonna see it one month go way up, it’ll probably pull back. But they’re all kind of the same AI model. Number two, I’ll send a screen record, initially first day, just thanking them showing some material. And then it just really depends on it. Yes, we will do some case studies, like you said, Hey, I just wanted to share this with you. When you are getting ready to gear up in 30 days. Here’s something we recently did, we’ll kind of go through it. I am starting to implement more of the pre recorded just pre recorded couples, and it won’t be specifically Hey, Mark, look at this. I’ll just let them know, Hey, you’re gonna have some stuff come across, kind of showing you a few things that we’re doing. We’re really excited about them, so that we don’t have to take the time of every time going. Hey, Mark, it’s George Blankenship. It was more of, hey, this is exactly what I wanted to show you. Yeah. So we’ll pre record that.

And I’m sure you have your your video on when you’re doing the screen recording, right? Oh, of course. Yeah. Yeah. And that’s important, guys, because now you’re putting the face with a name. And it just makes you more human. Right. We do a lot of research to do a lot of these conversion videos for law firms and attorneys. And that’s all it is. It’s the same thing. It’s a very similar business model as an agent. But it’s all conversion because people can inquire, but you got to file it, like no one’s going to just call you up and list it happens, guys. But there aren’t like so many common lists means like that everyone wishes like I wish the business was like that. It’s not. But he’s building a giant database is what he’s doing. He’s making calls. I guarantee you he has set time blockers making these calls. But what he’s really doing is building a database. And that database is just sending up because these people will eventually move just a matter of when and 80% of them are going to hire the first person they meet with again. Now maybe they might meet with two or three people in an expired situation. But the vast majority of sellers don’t want to do that. They don’t give a shit. They just want to know they hired the right person. They don’t want to go interview 20 agents and then try to figure out who’s does this who does that no one cares. They want the job done, especially in this market. These are high D personalities you’re dealing with or dealing with multimillion dollar properties or bottom of the line people I’m sure.

Yeah. And you’re right. I mean, they just wanted to have this one for anytime course, I’ve sold in other markets where they’re this Israeli neighborhood, and you want to but again, they want somebody who’s going to it’s expired. And what I can sell on it. Look, I’m a bulldog, you’re not to hire me to get the results done. You did it the first time it didn’t work out. We all try one way. And now it’s time to go a different way. And that’s why again, we bring everything that’s different. And the difference is me. Right? Yeah, you could we could plug in 100 people on this team or any the biggest teams, like you mentioned, Josh Dalton, the beginning, obviously has a big team, you could plug in anybody in those numbers. If you don’t know how to close correctly, if you know how to make that client feel special. If you’re going to be a problem solver, those numbers are going to shift for you. It is going to be something you can talk to your friends about, oh, I’m on this team and we sold this. Well, how are you using those numbers correctly? You know, how can you bring those numbers in and give service to your clients? Yep.

That’s the name of the game guys. You’re a real estate problem solver. You’re not a salesperson, you take care and you help people who have problems with their real estate because that’s essentially what it is like, and if you focus it on that it’s a lot easier to sell through that way. Very cool. Dude, this is awesome. Any other things you want to add? I think we got it all I think people got Oh, one thing

I do want to say I think it goes back to this right? Like you send out video you do a ton of it. I mean, I mean, you’re titling who you are. All that is is an invitation, right? Whether we’re calling doing a video, we’re giving them a future invitation to either open our email again, or to pick our phone up. If you got a lot of fake yeses, and you weren’t like you said you’re very monotone and you didn’t excite them you didn’t. Nothing went off in their gut to say let me call let me let me stay in touch with this guy or woman. You don’t do any of that. You just gave him the worst limitation in the world. And they’re gonna take it crumple it up in their head and throw it out. If you suck you said you sent over videos, and your videos are boring. And then just like the videos like Hey, Mark, I know we have 30 days till it’s time to list again. I can’t wait to use it. They’re gonna like who the hell is this person? Yeah, you give that invitation. I’m like, holy shit. No one said number one, no one’s sending you stuff. No one’s going over in detail. He’s done. He’s definitely put himself as an expert and there’s someone we can trust that we like and then It closes from there.

Yeah, I like it. It’s all demonstration, folks. And I like how you’re using video. In all aspects of this. I’m all for that. Dude, this is awesome. Why don’t you tell people where they can find you? If you guys have referrals or destin area, why don’t you let them know how they can reach you so that you get credit for that.

Appreciate it. And I think the best way that everybody’s using it now is just, I love Instagram, you can go to G dilemmas, ar e, you can find me there. We’re also going to starting starting a video series on YouTube, it’s going to be more of a talk show, it’s gonna be called cocktails or for closers. We’ve already kind of started it, if you ever want to tune in our first demo, one should be coming out and hopefully the next five to six days, go to our editor, of course, because we we tried to put 30 minutes out there, make it fun. And that’ll be going on all the time too, as well. Just some great stuff to know about our it’s going to be all about 38 What’s the selling for what are things getting listed for so if you ever just want to watch a fun thing, and I promise you, it won’t be the same kind of thing you see out there gonna be more of a talk show that I don’t think we’re seeing as much on YouTube.

I like it, keep hostile and do a great job. And thanks for sharing all that knowledge. It was quite a bit like people come on this show. I think it was fucking packed. Go watch that again, guys. It’s gonna be stuff like that, that’s gonna get you through the next market. You’re gonna have to do things different in whatever way it is. And if you’re not uncomfortable right now, you’re not growing and you’re not going to grow period. You have to constantly push yourself to do shit you don’t want to do and in the days you do, I promise you you will look back and think the fact that you did it. That’s the only time we ever grow as individuals as business owners as you want to constantly be the most uncomfortable person in the room. That’s at least my motto. It hasn’t served me wrong yet and I don’t know anyone else who else who does it because it keeps pushing you content. Being content is for losers. Can’t be contented hustle, go for it. We don’t have to do it working hard either. You can just do it working smart. Appreciate you guys. If you guys have any additional questions on this dude, leave some notes. Contact them but thank you for listen to their episode real estate marketing podcast. You guys know where to find me? Check out our software referral suite.com www dot referral suite.com We farm your database for you so they don’t forget you exist and then people start calling you and referring you it’s very simple. If you understand Gary Keller’s millionaire agent book well, this is a software modeled after that. And it makes content creation very fucking easy. Go there at WWW dot referral. suite.com Appreciate guys listening. We’ll see you next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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Should you be working leads? Is it really worth it in the long run? How can you be maximizing clients in the easiest way possible?

Three Things You’ll Learn in This Episode

• What you should and shouldn’t do in this market.
• Where the business is.
• Should you buy leads?

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Transcript:

So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started.

What’s up ladies and gentlemen, welcome to another episode, the real estate marketing dude, podcast, folks we are going to be chatting about quite a bit today. And what I wanted to focus on was what you should and shouldn’t do in this market. And depending on where you’re at, around the country, things aren’t what they were 18 months ago. But that doesn’t mean business still isn’t being had. So we’re bringing on a killer here, he’s got over 90 agents in his market. And he hasn’t really necessarily seen that effect yet. Because he’s constantly staying on top of trends. He hasn’t stopped bringing in inbound leads, despite market conditions. And as a result of that is that’s why this team has really suffered anything on the numbers, right. But lead generation is pretty expensive, you can lose a lot of money in it very quickly. And for somebody that knows all these different platforms and whatnot, one of the questions we’re seeing all around the country is like, Hey, what should I invest my money in right now? Because businesses now Should I buy Zillow lead? Should I buy realtor.com? Should I join one of these referral networking companies? What the fuck is it? So that’s what we’re gonna be chatting about today is what are we going to what do you do? How do you analyze let’s do the pros and cons of lead generation within the real estate space as of 2023, coming into summer, so without further ado, let’s go ahead and welcome our guest, Jeremy Wilson. Jeremy, what’s up, man? Hey, thanks for having me. Mike. I appreciate your appreciate your time and you having me on for sure. Why don’t you tell everyone who you are? What do you do? Where are you at? Yeah. Jeremy Wilson, I’m in, in my home bases Charleston, South Carolina. That’s where we started a business about 16 years ago. And, you know, with the lead sources, scaling us we were able to move into a few other cities in South Carolina and and Georgia over the last few years and grow our agent count. And it’s all based on lead sources, primarily. So we went from about 10 agents three years ago. And now we’ve got about 90 agents and four cities, just in the last three years. And out of those what kind of how many numbers of homes are we selling monthly right now. We’ll do about 1500 transactions this year, in those in those four cities. Last year, we closed about about 375 million about 900 transactions. So you know, if you, if you take the leads, they’re just gonna keep sending you.

So you got you know, you understand lead generation, at least in real estate, you probably are a numbers analytical like crazy, and he’s from Chicago believe that he’s from Chicago. That’s why you guys notice everyone like from Chicago works hard. And like actually kicks ass.

Except sports. But that’s a whole nother story.

So here’s the question that I have. And I’m like, I’ve always been refer, we talked about before, you got to show I’ve always been mainly referral, I do create a lot of content. That’s been my business model. It’s been our business model as a marketing company and whatnot. But I am dabbling a lot in the lead generation space, we’ve different company called owner advocate, and we have a referral model. And we get agents referrals and collect a referral fee for the leads we generate. And I’ve learned a lot in the last year or so on that business. And what I can tell you guys is that lead generation in general is very expensive game. And the vast majority of people can’t play the game because they don’t have the resources to do so. Right? Whether that’s the CRM, the auto responder set up the right way, or it’s the budget to nurture for six to nine months before that thing actually starts kicking. There’s a whole number of things, but there isn’t a grit, which quick thing that I’ve seen yet is there? No, absolutely not. Now, it’s exactly what you said, big, big admin team that nurture the leads, because the agents are not going to do it. You know, they, you know, they want these bottom of the funnel leads that even though they’re expensive, they want the quick money. Yep. So walk me through how it works with you guys, regardless of lead sources, like what is that? What do I need to have? If I’m thinking about actually doing this? What is the number one thing I should be doing? Like? Is it my CRM? Is it my auto responder? What’s the offer winning offer right now? Let’s go through some of those things. Yeah, yeah, I think the CRM is super important, as well as just having enough agents and having teams that are deep enough to be able to handle the number of leads and and just over the years, we’ve always been a team where we didn’t bring any new agents on unless we had the leads to get them. So we just don’t bring in agents just to have, you know, more people sitting on the seats on the bus. You know, it was just simply because we had too many leads to handle. You know, so So the CRM is very important. And we’ve always been a first to claim model some agents or some teams call it Shark Tank. We’ve tried every way to handle the leads in the past but

This seems to work the best, it creates a little bit of urgency. And then you know, we manage it, my admin team manages on the back end. So agents don’t get too greedy and take too many, too many leads to where they can’t handle, you know, but inevitably, it still ends up being where, you know, they take the calls, you know, a lot of these are connection calls, because there’s a little black synopsis, you know, Joe, which are almost all connection calls, and they get on the phone, and they try to qualify him right away, when they meet him for the first time. But if they’re not buying right away, then they can get pushed into automation, in hopes that they’ll eventually come back around. So it works great for that low hanging fruit. How many? Because there’s different three referral model than buying leads, right? So it’s do leads only like I’m talking about zillow.com are buying leads, right? How many leads on average? Do I need to buy before I finally get one and let’s just say I’m pretty good at converting, like, I’ll just say, I’m not shy, like can actually talk to somebody, I got my shit together, how many things I need to buy to actually like, what you’d expect with the numbers. Yes, so every source is a little bit different. Of course, as you can imagine, we track a few of the sources independently, like Zillow flex, and our best agents are converting 12 To 1512 to 16%, on Zillow flex, as you know, not every agent is doing that. And you know, of course, we’ve got measures in place to bump them up on the on the scale their realtor.com, you we usually convert those at eight to 10%. Again, some agents, the killers that are just crazy aggressive, you know, they’ll convert them a little bit higher than that. So, overall, you know, before we added some of the top of the funnel, lead sources, pay per click, and social media, which we just started six months ago, everything else was bought into the funnel, we would convert eight to 13%, on average for blended conversion. And we do about 15 to 20 Different lead sources that are all bottom of the funnel.

So you know, our intent when we brought in these pay per click and social media leads that we knew were going to be more of a long term nurture and probably a lower conversion percent, but much, much cheaper leads is that the agents would would like these because they’re they’re no referral fee less expensive, even though it took a little bit longer to nurture. Yep. And awesome. I like it, folks. Lead Generation. So basically, what we’re talking about is I had offers is like a manufactured lead that you create on your own. And there are a lot of companies that you have to get approved for a lot of these companies know that they’re not just gonna go out and take anyone I know with ours, like we really are concerned, we’re no, we’re not Oh, Joe, or anything like that. We’re tiny right now. But, you know, we want to make sure you can convert before we started investing money in you it cost money to generate these leads. And the vast majority is right, like the vast majority of people won’t follow up on them in the right way. How important is that?

Yeah, and they’ve changed over just the last two years, these these lead sources, you know,

realtor.com has changed their platform, you know, they’ve tried to do this market VIP thing, which is more of like an invite, only, like you talked about, you know, only inviting certain teams that prove conversions, elaflex izly, that’s all about finding the right team that’s got the systems in place. Now. Oh, just in the last few weeks, it’s been one month since I launched their ojo Plus program. And that’s exactly what they’re doing. They’re splitting the leads in half. And they’re finding one or two teams in each market, that can really do a good job with conversion. And they’re analyzing, you know, it’s weekly calls with your advisor to make sure you’re doing a great job with it. So yeah, I think all the paid lead sources are really going away. You know, we’re still spending, I think, $600,000 a year on realtor.com leads, but I know that eventually that’s going to go away. And it’s going to be more of the opposite the model or the market, the IP model. So that’s what I’m sort of seeing as well, it’s you know, a lot of the companies go that way. And it’s because lead generation is expensive, guys, that’s good. You said at the very beginning, in tackling it unless you really know how to run all these these things at once. Because you do need social you need retargeting going, you need that to sort of nudge you need just knowing what to target to begin with to create. There’s a whole lot of moving parts on this stuff. So what do you what between the agents that you have right now who’s succeeding? Who’s not? Like, what? What do we have to do hear? It’s no, it’s not rocket science. You know, if you pulled up our CRM right now, without ever talking to a single one of our agents or listening to any of the phone calls, it’s the agents that are just persistent and hard work. And then following up and being organized, those are the agents that are killing it, you know, that they put in the work, they’re getting to make the money. It’s it’s the agents that are just kind of sitting back and hoping that the business will come to them that that just aren’t succeeding, unfortunately, what other additional lead sources other than the than the handoffs and the purchased ones, I think you mentioned you guys had like a big, a lot of you had a huge amount of referral type leads and whatnot. Yeah, we’re, we’re starting to do a lot more referrals. You would think that a team of 90 agents brings in tons of referrals across the country, especially with the leads that we get on the front end being the bottom of the funnel

Everybody that our agents are talking to, and we’re getting a ton of leads, you know, about 80 to 100 leads a day for our team. And every single person our agent talks to is either moving away from here or moving to here, in most cases, you know, very little, they’re very small percentage of the time, or they move in and, you know, within our market. So

looking at those numbers last year, I was embarrassed, you know, we, I think I told you earlier, Mike, we last year, for a team of 90 agents, we received 60, outside referral fees to our company where our agents referred somebody across the United States and a closed. So you know, obviously, when I looked at that number, and we’ve got, we’ve got to fix it. So we sat back, and we talked to our agents and tried to find out what was going on. And basically, it was two things, they didn’t know how to approach that lead that they were on the phone with for the first time and what to say to them to get a referral off of it. And then the second thing is they didn’t know how to find the agent, or they didn’t know how to find the agent, but it was just very time consuming, very much a hassle they didn’t have time to put into to throw them into a Facebook group or, or anything like or go Google search to find an agent wait for the agents to call them back, which doesn’t happen. So so let me I just want to unpack that for all your broker owners listening. And that’s just like free money. Literally not having a referral network for your agents like just to go ahead and refer just bottom of the line money right there, you guys. That’s sure I don’t even think about that, because that’s something else I want you guys to really pay attention to, he says, the vast majority of the leads are either moving into or out of their market, which means they’re non local. Okay? I want to unpack this a little bit. And the people who convert on leads are always non local. completely fucking weird. or crazy.

Okay, and I’m gonna unpack each of these, firstly, to the non local, why is it non local? Why didn’t Why is non local former lead generation? Well over 80% of people use the first person they meet with many of which they refer to or they personally know like, or trust or, or know, it’s a still referral based business. All lead generation tends to be the ones that convert the vast vast majority of these are moving in or out of a market. Would you agree that? Yeah, absolutely.

What does that tell you guys as an agent, what kind of content should you be creating around that? Right? So there’s, there’s one big hint because everyone tries to go out and spend money on targeting the people that are just moving in or they want to go target like spend money on all this other stuff. And they don’t realize that the ones that convert are the ones that don’t know anyone in the market yet.

And there’s a big correlation there. I’m not just theory right? But if there’s a correlation, big time with it, too, are the weirdos. Why?

Okay, I see them come in there. They’re introverted. They’re super weird, or they’re a hoarder. Okay, these are the these are these, these I’m not joking. Okay. These are the investor deals, okay. And there’s like a small percentage of them in the market. But these are the ones that the house is falling apart. There’s a distressed situation, they’re embarrassed to talk about it. There’s a number of ones B K’s foreclosure, late payments, high debt, you name it. That’s a whole nother that’s the that’s the inner local right there. Okay, type of typically for lead gen. That’s why investors never have a lead generation problem despite market conditions.

And the third one is just like, just the weirdos that are introverts, they just don’t have they don’t know anyone. It’s very rare. But they’re out there. It’s just you’re not gonna get rich out of them, though. It’s gonna be like a unicorn, when you see on your local and you don’t have an agent, you don’t know an agent. Okay, great.

For sure.

Everybody usually knows five agents, you know? Totally. What does that tell you guys on where to spend your money, though? Like and where do you spend your efforts? If you’re gonna go into lead? Gen, you got to understand that people you’re probably gonna do lead gen with are probably not familiar with the market you’re in, what kind of content you create around the market you’re in? That’s right. Yep. All these bottom of the funnel lead sources or are not familiar with our market. And that’s why they’re on these websites. Correct? Yep. So that’s, that’s really interesting. You Pat and you guys probably have like you’re doing 100 leads a day. That’s what 350,300 52,000 leads a year.

So you know, you know what you’re doing? Yeah, a lot. A lot of leads coming in. Geez.

What’s up with the what do you think we’re, what direction are we headed here? I’m curious to know if like, since the cost of housing got doubled, with interest rates going up, you know, how has that affected lead generation? I remember in markets past, there’ll be big teams that could literally go closed doors overnight. Because the market shifted and they couldn’t the ROI they had last month wasn’t the ROI they’re gonna get this month so they couldn’t make smart decisions. What do you see happening is the buying habits changed? Not so much. What’s what’s going on over there? And, you know, we just talked about it last week in our meeting, so my main market is Charleston, South Carolina. And if you look back 18 months ago, in our whole entire em

Alas, there was about 900 homes available to buy. And interest rates were still good. You know, there wasn’t any inventory, nobody can find a house, it was multiple offers way over full price. And now fast forward 18 months, there’s 2500 homes available. Okay, so three times as many homes available. There’s interest rates are up quite a bit from 18 months ago. But there’s still no, there’s still not enough inventory for the amount of buyers. So, you know, honestly, I’m worried about when rates do drop, it’s going to be crazy. You know, how many of those are reloads coming in that Charlson marks I know all my friends are moving out that way, everyone from Chicago is getting the hell out. You know, so you still have that inbound. I’m curious to know what’s happening in like, some like Sacramento, I had an agent on and they’re like, Dude, we’re down. Like, where I pre pandemic levels. He told me the other day. So I guess a lot of it’s where you’re in the country, too. Yeah. And we’re, you know, Columbia, South Carolina, Greenville, South Carolina, Savannah, Georgia, and all of our market, all four of our markets are about the same. You know, just low inventory, things are still settling over full price. You know, I think it’s stopping the people that are moving local, that have great rates already locked, and I think it’s stopping those people, but people that are moving down from New Jersey that are paying ridiculous, you know, ces every year, you know, it’s a no brainer for them to move down here and buy something in this inexpensive market. Yeah, they feel like it’s cheap. I mean, people from California are like, oh, man, you got 3400 Square house for under a million bucks. Crazy. Under 750. What

is this? Oh, my gosh, the pricing around here is this insanely? Yeah. And I’ve been doing it in Charleston for so long. So I see a house, it’s now you know, $500,000. And for so long, it was $200,000? And just seems like it went up overnight. But it’s still very affordable in the in the big scheme of things, you know? Yeah. You can almost that’s an interesting market to be watching. But yes, that’s I would agree with that, because you still have ocean from then it’s going to climb until like other oceanfront markets.

Very interesting, dude.

Anything else you want to sort of any other tips? What do you anything else you want to chat about on this? The referral model is really interesting. You just didn’t realize that, hey, if I’m going to be selling someone’s house, and they’re moving out of town, I might as well just get a referral free from our other agents in the in the market. Yeah. And I think that’s it for the teams that I talked to across the country and team leaders and broker owners, they’ve got to have a solution for their agents on how to send referrals out because agents are frustrated with the Facebook groups and, you know, blasted out there. And then 50 People respond in the first five minutes. And then we got to weed through those people. And really, you know, they get frustrated, and they send that referral to any agent that responds. And that agent maybe has done one deal in their entire life, but they just happen to be the first one to click on that Facebook and comments on it. So you know, our solution has a team. And what we’ve rolled out nationwide is just, you know, even our own agents on our team, go to exclusive agent referrals.com.com, submit a referral, within 20 or 30 minutes, you’re going to have a referral agreement sent back to you with your information as the sending agent, the other agents information in that market that we’ve already interviewed ahead of time, make sure that they’ve been in the business, they’re closing deals, and you can trust them. And then the referrals information, it’s a 25% referral agreement. And that’s it, it takes you one minute to find a great agent. We’ve already interviewed instead of going to these Facebook groups and hoping you’re gonna get on the phone with these agents, you already got some network setup. So if I already said anywhere, I just put it in there and I gotta get someone that’s not going to like screw me over make me look like an asshole. No, you put it in there. We’ve interviewed these and they’ve been interviewed by my team that’s been in business for a long time. You know, we make sure that they know how to follow up with leads that great with communication. They’ve been in the business at least two years are closing at least 15 deals a year. And we go to work and an agent never has to be worried about well do they have an agent in this area? Because some of the counties that we don’t have agents, if we get a referral for that county, our team has a protocol they go to work immediately and we blast about 10 different Facebook groups. We go to Zillow, we go to all these different intranet sites, and we go to work and within an hour we’re gonna find an interview a qualified agent in that area and get them hooked up for your referral. So we do all the legwork work for you. It’s absolutely free if you’re sending referrals if you want to have an exclusive county it’s simply $10 per month to have that county and you get all exclusive referrals for you for that county. I was always hesitant to send referrals I’ll give you guys a quick story. Right before I got out of the business in Chicago I referred is like a college friend of mine right? Never Refer a Friend of business especially one that’s drinks a little bit more than they should. But long story short is that he’s a contractor right? So one of my good friends bought a house, refer them over to you know, do some drywall and redo the bathroom and paint and whatnot. It was just a mess. Like the guy messed up didn’t show up. She had to redo the whole job. She was like $15,000 At the end of the day that job ended up being my entire like month for a time and it was my problem right because it’s a friend of mine Mike why you hook me up with this good? Dude is terrible. I don’t read

For people for that reason contractors ever, no matter how well I know them, and I feel the same way about real estate agents do, yeah, that’s a good thing you’re doing there, because that should take some of the

worry out because it’s your brand when you’re putting your name with somebody else. And just me if you refer anyone, this is why referrals always work, regardless of what context are in, is that people are wired to want to refer people shit. That’s just the way God made us. We want to help others, we want to seek the help of others, like that’s just what we are. It’s how we’re wired. And the fastest way you could kill your business is when you send someone a bad referral. Because if you ever sent someone to a restaurant where they serve hair and food, you wouldn’t like them too much, either. And that’s what you’re doing when you send someone shitty service. So just try that. And we do have, we do have one failsafe that agents get worried about they’re like, Well, what if I send a referral there? And I don’t like the agent. But when an agent goes on our website to send a referral, Mike, they one of the questions on there is do you want to talk to that referring agent or receiving agent before they call the lead? And I’d say about 70% of the time to send the agent is putting Yes, because they want to talk to that agent, even though we’ve said we’ve already interviewed them, embedded them and everything. I don’t blame them for wanting to talk to the agent and make sure if you don’t use them. Yeah, absolutely. You should like you should want to know, especially if it’s a trusted like a family member, just a name and number, like great. But if it’s a friend or family member, you got to know what value you’re sending them to. That’ll come back and haunt you it never fails. can tell you that? I really appreciate why don’t you tell them what that website is? It’s pretty cool. Some of that is again, and then wrapped up. Yep, exclusive agent referrals.com is the website. It’s easy. At the very top it says submit a referral. And if you’re interested in locking down a county in the network, just click on not a member and we’ll we’ll get you scheduled for an interview. And your other website is Chuck town homes.com If you guys want to see what he’s doing pretty nice site. I’m on it right now. But yeah, you could go click around he’s in four different cities for any you guys looking to see how he’s doing it and what he’s doing. But yeah, this is cool, man, I appreciate you coming on. And I appreciate you sharing that information. And folks,

you know what I’m gonna say referrals are always the lowest hanging fruit and the way that you always generate a lot of business, or at least consistent business not saying you get rich off them, but you can have a career off of them. No doubt as long as you follow the system and if you want that damn system, it’s called www dot referral. suite.com Those referral suite.com We farm your database with content so they stopped forgetting who the fuck you are. And stop referring and cheating on you with other realtors. It’s that simple. We foreign people. If you’ve read the millionaire agent by Gary Keller, I built out a software that his brain wanted to. That’s all it is. Alright, so go ahead and go there referral suite.com It’s s w e t. And appreciate you guys listen to their episode. We’ll see you guys next week. Bye.

Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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This market is tough and requires real elbow grease. Time to take charge and be a real badass if you wanna succeed and thrive in this market.

Three Things You’ll Learn in This Episode

• What you should be looking for in this market.
• Why you need to be an investigator in real estate.
• How you can be a badass in this market.

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Transcript:

So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started

What’s up ladies and gentlemen, welcome to another episode of the real estate marketing dude, podcast. Oh, my goodness, folks.

You saw the title the show, I mean, you just gotta be a badass, you gotta be badass right now, that’s the name of the game. Because times like these are times when you have to double down. Business isn’t as easy as it was 20 months ago, 24 months ago and 90% of you have never seen a shift in the in your careers yet, because we haven’t had one since 2012. And we riding on this market. And there’s not a lot of people out there telling you what to do when the shift happens. So that’s sort of been the theme of our show the last few months here, actually, last few episodes, what do you do in this market, and we want to try to add as much value as possible. So we get pitched be on the show every day, guys. And I get a lot of cool stories. And the one that we have today is very cool. And I thought it’d be very appropriate to have on the show, especially with market conditions, because I think some of you need a kick in the ass. And I think she’s going to be able to do that for you today. So without further ado, I do want to introduce my guest. She’s got quite a compelling story. And she’s a badass. So properly introduced. Miss Stephanie Boyd. How are you, Stephanie? I’m great. Thanks for having me, Mike. Why don’t you tell everybody? Who are you? Where are you from? And

what are you known for? Well, let’s see. I am from a little town in California called Sacramento, we have a new state capitol.

And I am a

I like to joke that I’m a teenage grandma. So I started out as a single teenage mom years ago. And I was always kind of a rebel and uh, just kind of did things my own way. So I went ahead and started college at 16 got my first kick ass job as a criminal investigator, just as I was turning 21. And I just walked straight out of my college career into a very heavily male dominated career of law enforcement, criminal investigations, where my job was to go into the ghetto and interview all the murders friends and families, and or whatever other crime my client was charged with. So I was representing the defense. And

people would always ask me if I was armed as I went to these interviews, and I definitely never was, I thought about carrying a concealed weapon. But I just really always relied on my wit and charm to get me in the door to make friends with my

adversaries, I suppose you could call them.

And so that experience really trained me quite well to join the world of real estate when I decided to get my real estate license in 2000. And join my family’s real estate company. I’m gonna go out on a limb and guess that Gort door knocking didn’t scare you too much. Um, no. While it has, there have been times where it’s not my favorite thing to do. But I’m sure everybody goes through that. But as far as being scared to it, or timid or nervous to knock on that door? No, because nothing is worse than,

you know, a victim behind the door of some terrible crime that I have to talk to. So if I don’t have to deal with that, and I’m just dealing with the homeowner who may or may not want to sell their house or refinance or whatever the case may be. Much less stress much lower risk involved.

I mean, yeah, people hardly ever

Yeah, I mean, like, in so many people right now and look at the industry is tough right now really is I mean, talking about my mortgage broker friends, and I mean, they’re getting crushed. Oh, yeah. They’re and they’re and, you know, everyone’s just when you get down a little bit like this, on the other hand, like, you know, look at your former job. I mean, we’re looking at like cool houses and stuff, and then people are getting down on themselves. You’re having to deal with like, people, I witnesses murders, you know, like, that’s just probably a great mindset to have to tackle this industry. Because right now it is tough.

And so you just went from being a criminal defense.

Researcher, attorney, investigator, investigator

To frickin go and write into real estate? And what kind of those skills you still use today? Because that’s pretty cool. I’ve not met anybody who’s gone into that you can almost be like your real estate detective.

Exactly. Yeah, really. And during my career as an investigator, the thing that got me interested in real estate Well, other it was my family’s company, of course, but I would call my mom a lot to have her help me stock people through real estate records. So she had access to all the property, the tax records, she could find the owners, if I had, like, a guy was looking for who didn’t want to talk to me, I’d find out who his landlord was, and go start putting the pressure on his landlord. And so it kind of did translate rather nicely into a real estate detective job, which is kind of what we have to do now in this market is a bit of sleuthing around. Yeah, find those distressed properties. Yep. See what kind of solutions we can help come up with, you know,

I think you hit the nail on the head right there, folks, if you’re not paying attention, when these markets shift, like there’s going to be distress, I forget whose I think it was on our show. More, maybe I was on someone else’s show. But someone just pass along the data about the 60 to 90 day lates that are coming down the pipeline. And that was in Phoenix in particular, but they’re the highest that we’ve seen in quite some time. And that’s just sort of the writing on the wall, like the rates are still going up, the cost of living isn’t going down. And it’s something that you could be you should be concerned with, right. And if this economy and the stock market does what I think it’s going to do, but my you know, that’s my opinion, people are going to be having problems, but she’s focusing on distress, I’m doing the exact same thing. I think that the distressed market is where it never fails. There’s a reason why other real estate investors are just sitting at the on the sidelines, salvat tating, waiting for the shoe to drop. What’s your opinion on that? Oh, yeah, for sure. I mean, I think a lot of them are over extended, and they’re either salivating or crapping their pants.

As they lose it, you know, because

a lot of these folks went out and bought multiple properties when rates were low, and now, you know, for whatever reason, I mean, obviously, COVID did a lot of weird things to the economy and to jobs and moved a lot of people out of their office buildings and commercial properties to go work remote, and companies folded and everything else. So you know, a lot, there’s definitely investors waiting to lap up the rewards of that. And then there’s also equal numbers of investors losing their shit, because they’re overextended and they can’t make the payments on everything, they’re not getting the rent that they want, for the first time in years in my market here in Sacramento, rents are actually starting to go down over the past six months.

So, you know, it’s, everyone’s gonna start feeling the crunch. And the, you know, unfortunately, hopefully, everybody that could qualify for their first time home went out and got one were when rates were in the twos, and they’re just going to sit there, which it looks like they’re doing because there’s no inventory in that market.

And with rates in the sixes and sevens on those purchase prices that are already high, you know, a lot of first time buyers are just really priced out of the market. But

definitely,

investors are waiting for prices to come down. I mean, if we see a repeat of what happened after the subprime mortgage meltdown, you know, we’re gonna see, prices come down significantly, they’ve already started to they pretty much returned to their pre pandemic levels here, you know, they shot up during the pandemic, really.

And they’re about, you know, I mean, it varies based on neighborhood and zip code and everything else, you know, but we’re, we’re coming down to the pre pandemic levels and as I mean, that’s what the Fed is trying to do with their rate increases is basically crashed the economy, they have to bring the prices down.

Literally, he literally said we need to crash the real estate market, like out of their mouths, guys. Yeah, they’re trying to raise the rates because they need it to slow down. Remember, like the real estate markets 25% of people directly or indirectly employed the United States. some way shape or form? Yeah, title rep builders, contractors, everything’s tied to real estate, so much of it.

But so, I hear you’re saying I think

being and you’re also in the lending world, too, just so everybody knows she gets the real estate on end of it, but she also understands loans and mortgages.

and under things and what I’m hearing you say is that you’re focusing on distressed.

Yeah, a lot of people need to bail out one way or another. I mean, the banks are getting bailed out right and left, and who knows how that’s going to affect and trickle down to the rest of us. But essentially, a lot of people are going to need a bailout. And so you can, you know, find distressed properties,

through the physical signs. As you drive around, as you walk around in your neighborhood, title companies can get you those lists of data,

to find the pre foreclosures and everything. And then it’s just really about making relationships with those people.

You know, making friends with your mailman. And he keeps, I mean, my mailman lets me know everything that’s going on in my neighborhood mark, with whose lives in their house who’s about to go down. He chats with people all over the city. And so it’s my little secret that I trust with my mailman to find out. Here’s the link who I need to go talk to, you said something that I’m not sure if you guys picked up on. But it’s true. This is a real problem right now is with the rates at like, what what are they? What’s the rates today? Seven? I mean, it depends on, you know, borrower paid Lender Paid, but yeah, with no points, no fees are in the sevens with 7%. And all these people who locked in and just in the last year and a half, two years ago, locked in at what 2% 1.75 on investment properties on a 15 year loan I did at the height of the pandemic, how big of an issue is this, in your opinion, because no one can move, like, you’re not going to be able to replace that if you replace that property, you’re gonna end up with something less desirable than probably fit your lifestyle today. I mean, unless you’re downsizing,

or moving majority Fornia. I mean, that’s where a lot of painting, you know, but what’s interesting in my market is we’re not seeing the inventory reflect a mass exodus, but people are still continuing to talk about this mass exodus, people are still, you know, the markets back east in oh, what he Kentucky, Ohio, Kansas, Tennessee, you know, Texas, I mean, the less popular places people are still finding affordable deals out there. But the more popular places prices have come up in response to people leaving California and heading out, down south slash East.

But we’re not seeing huge inventories as people continue to leave here. So I guess they’re renting out their houses for high rents, even though the rents are coming down, they’re still you know, relatively unaffordable for most people, you know, $1,800, for a two bedroom apartment in Sacramento, my son moved back to Ohio recently, to rent a two bedroom apartment for 795 or something, maybe 695. So, you know, it’s three times more to just pay rent out here. And, of course, the housing prices are high, much more than that. So in other things, she said, guys, as she says, she’s focusing on people’s problems, she’s not focusing on her transaction, count her commission count, she’s not sitting there tallying up the sales board to see who’s number one this month, she’s focused around helping people that have problems first and foremost. And I’ve been the last few shows, we’ve been saying that, like focus on serving others, first and foremost, focus on the problems they have, and be the one that could provide that solution to those problems, because that’s what makes you different. Anyone could sell a house, but markets like these are hand to hand combat, you got to be able to go and know where the deals are going to be. And I highly agree with that. Focus on the investor niche, not only just the people who are selling, but the investors who buy because that I believe is going to be a big niche and anyone who’s gonna stay in that market stay in that niche over the next 1218 months. I think you’re gonna you’re gonna take territory, I think you’re gonna take brand, and you’re gonna succeed very well in this market. The ones who are gonna get their ass kicked are the ones who got their ass kicked in 2007. And those are the ones who didn’t adjust. And there was a whole lot of them. And they didn’t they didn’t adjust to reo. They didn’t adjust to short sale. They just kept on being the traditional agent waiting for John and Jane to come down the house. Have a kid and move out to the fucking suburbs. It’s not how would these work in these markets? Not saying don’t market your database. I’m all about that market, your database stay in front of that network. Generate that business when it comes. Just be ready. But in first of all in terms of niching down all in on distressed Yeah, what is maybe what is this?

Measure A well, so a lot of areas, it depends on your regulations, but there could be taxes owed on the property. So in California, you have to go five years without paying your taxes before it goes to a lien sale. But in Texas, they only wait 12 months, you didn’t pay your taxes were selling your house, you know.

And other states have like tax lien certificates. So you go in and you invest in you buy these certificates that you get a certain amount of interest on and some of it’s quite high like 24% interest in, oh, I don’t remember which state but

so

then you’re kind of gambling on whether this person is going to pay you back or pay the county back, or whether you’re going to get to buy this house and evict this person and take their property from them with the tax lien certificate. So there’s those there’s foreclosures, there are landlords who didn’t get any rent for two years during the pandemic. So this is happening more and more, I think where, you know, the all the moratoriums have now ended.

Tenants are, you know, I mean, I think they’ve been paying rent again for a while. But there’s been a backlog in the court process in the eviction process in the foreclosure processes, all of the chickens are coming home to roost for a lot of these properties. So how big do you think that market is? Like from those moratoriums and all that, like, is it gigantic is it I mean, I hate to be doom and gloom, but I think it’s gonna just get bigger and bigger. Because a lot of those investors are in Adjustable Rate type of situations with their mortgage on this properties. There’s just so many factors out there that are unpredictable. And just the jobs, the inflation, this, all of these unprecedented conditions are like coming together. And I don’t see how it’s not going to be worse than 2008. I would love for someone to convince me otherwise. But the banks collapsing is not a good sign. There’s just so many things that point to disasters, catastrophe. I don’t disagree with you at all. And it’s I laugh to keep refreshing, it’s just, I want to, I want to be all unicorns and rainbows and everything. But um, yeah, it’s, I think it’s gonna get worse before it gets better. And I think people have been saying that for a while. And it’s still true that it’s going to continue to get worse before it’s going to get better.

You know, worldwide, things are not good. The

the central bank, introducing a digital currency very quietly concerns me quite a bit.

Saudi Arabia and Iran making friends over in Syria and trading for gas and Chinese currency is a bit concerning. So you know, all of these things, really, if we’re honest, point to a real problem of the currency collapsing. And nobody knows what happens when the currency collapses, because they’ve been propping it up for so long. They’ve been bailing out these banks they’ve been, and we’re paying for it at regular tax paying US citizens, we’ve been paying for it

the whole time. And, you know, it’s they, if you want to know the truth, it pisses me off to talk about this 4% inflation that we’re at, and we want to get it down to 2%. I don’t know if you listen to Jerome Powell’s comments out, it sounded like maybe did he mentioned the 2% target inflation rate about 19 million times? And, you know, is he talked around it and basically threw in there how we’re gonna have to crush this thing to get to that. But if you really look at inflation, as it practically applies to our lives, like I don’t know how they get this 4% number, because if you go into the grocery store, and Safeway, things are like 50% higher than they were a year ago. Yep. Gas is, you know,

$2 higher than it was three years ago. A guess that’s almost 100% inflation and what I’m paying for gas, the housing market, just for a quick example, my first house I bought in 97, for a little over 100,000. And it’s worth a little under 700,000. Now, so that’s 700% inflation over those years, between then and now in the housing market. So where are they? You know, I don’t exactly understand their math

With these inflation numbers, but it’s exponentially worse than they want to admit that it is. It’s I agree a

few months ago, we’re you know, that’s what once they start raising the rates I’ve seen same same things like I’m more worried about the affordability issue. But it’s so odd because there isn’t an inventory issue. Yeah, technically, we think there should be an inventory issue. But we haven’t seen a huge inventory issue. I mean, in surplus, I mean, you think we’d have more properties coming on the market, more things happening. But yeah, there’s still tight inventory levels. But then yeah, you’ve seen all these other outside circumstances that are there. And you know, what we’re talking about here, guys, we’re focused on affordability, affordability. And that’s where the problem solving thing comes in. And how you can use it as an advantage during this time, because if what we’re saying is, is what if what we’re saying is accurate, where you want to agree with us or not, there’s gonna be a shortage of agents that know how to take on these types of properties and get people out of these situations. And that skill is going to get you paid if you take time to develop it. Definitely. And just being creative and thinking out of the box, meeting your neighbors, making relationships with people. One way that I get a lot of action is through my volunteering efforts. I meet other volunteers, and guess who has time to volunteer, people who are retired or who have, you know, good income, stay at home moms,

you know, comfortable people who have time to spend a day, a month or a day a week or whatever, at volunteering, Meals on Wheels is one place that I spend some of my time, and I just do some outreach in the community working with other agencies, nonprofits, churches, who are also trying to come up with solutions to solve the homeless problem, which is a huge crisis in California, I’m sure you’re aware.

And I’ve met 10s of people and then 10s, of reifies, and business with the networking that I’ve made through volunteering. And one other interesting market I’ve noticed is,

so I’ve got some marginal borrowers who have marginal credit, but what they have is job history. And so I had a friend, slash client call me frantically talking about how our 401k is losing value. And she’s been on her job 33 years, and she wants to take as much out of her 401k as possible, and use it to put a down payment on a house. And therefore, in that way, she’ll be able to get her payment to what she can afford. Because normally, this would be an FHA borrower three and a half percent down,

you know, but with these prices with these rates, we need to figure out a way to somehow come in with more than three and a half percent in order to hit that affordability that we’re talking about. And so the way that she’s going to do it, is to buy a house, you know, a 300,003 50 house and put 150, down out of her retirement, so she only has a $200,000 mortgage. So, you know, this type of creative solution, I mean, it’s out there, but a lot of people, they don’t want to risk that retirement, they’re,

you know, they’re not comfortable with that. But in this instance, people are watching their retirement accounts lose value. And, you know, who knows what’s going to be going on by the time you’re actually ready to retire. And so a lot of people feel like the risk is worth it to go ahead and take the money and run and at least you know, that you have a house to live in, in your retirement, and maybe you’re going to be getting less of a pension, but maybe that, you know, will equal out in the long run as you secure your financial future through housing. So maybe they bought a property with it, you know, I think maybe people, I mean, there are lenders who definitely still want to do loans out there, even though the guidelines are tightening, even though credit is bit crunched, you know, they’re, they, they don’t want to go out of business, either. They want to find borrowers to get them into these loans. So I’m seeing my wholesale lenders coming up with new products, home equity lines of credit that they never offered. I mean, those were out of style for years after the subprime market crash and everything. So a lot of, you know, new products, there’s just a lot of different solutions coming up the pipeline. And as we, I mean, we have to try to proceed as though it’s not going to be complete doom and gloom and then prepare for the worst in the back of our minds, you know,

I don’t think that the solution is to just crawl in a hole and wait for the apocalypse. No, you got to keep fighting every single day. You got to be a badass. Yeah, you got it. You got to keep on going. I mean, that’s what this business is. It’s not always easy. You know, it’s not and neither is any business neither. And you guys, aren’t you guys aren’t salespeople, we’re business owners, ultimately brokers jobs and to put money in your pockets yours. So you know, you have to go out there and win the business. And sometimes that’s going to be going after distressed market buying data realizing 60 to 90 day lates. History, knowing where distressed is that starting to network with a lot of divorce attorneys probate,

foreclosure defense, there’s a lot of strategic relationships you could get in. But look, every single thing that we’ve talked about today focused on problem solving those, what I want you to get out of the show, is focused on being the world’s best problem solver. And you won’t have a client problem, because people will be coming to you to solve theirs. So don’t overthink this business be the real estate problem solver. She’s the real estate detective, you’re gonna be very high in demand. And regardless, you still gonna have a business at the end of the day. So adjust with what is out there, you listen to what we’re saying, adjust the business people still move, okay? People have babies, people still die, that means people still move. So as long as that happens, and people are having babies and people are dying, which last I checked happens every day, there are still gonna be people moving. But who is moving is what we’re saying is probably going to change the people who are stuck in their homes at that 2% rate, well, they’re not going to be as likely to move anytime soon. Then the ones who are just, you know, missed their first mortgage payment,

or just lost their job, or missed their first car payment, or have high credit card debt. Those are where a lot of the investors are concentrating their times, I can tell you, that’s what we concentrated our lead generation efforts at. And it’s just, that’s where I believe the opportunity is gonna be if you’re gonna chase trends, if you want transactions in the next coming months.

Focus on the problems. It’ll be there any closing thoughts? You have Stephanie?

Um, well, I like to always remind people that if you’re the smartest one in your friend group, it’s time to go out and get some new friends. So it’s really nice as we go along, that everyone loves to listen to us and hear our words of wisdom and everything. But if you want to learn and grow, and come up with new ideas, you really have to go out and find people that are smarter than you to hang out with. So, you know, join some networking groups, find some new smart friends, and they will make you smarter, and more of a badass. Absolutely, what if they want to follow you, website or anything you want to give them? I’m Stephanie boy.com. And I’m on all the usual places, LinkedIn, Facebook, Instagram, or those usual places figured out tick tock yet, but I hear tick tock is where you could go wild and get, get people come to your website and all of your other social media, so I haven’t gotten into it yet, either. Just

not anymore. I have a couple of videos, but I just have it. I’m gonna say I’m too tired. But try to figure it out. So look for me on tick tock in the future. Thanks, folks. Thank you for coming. And thank you for listening on an episode of the real estate marketing dude, podcast. Folks, visit our site, visit our software, check it out. It’s called referral suite.com That’s referral suite W S W. E E t.com. Visited if you’d like to mark your database stay in front of it. We make referral marketing, very freakin simple and content creation. Very simple. All you got to do is give me a couple hours a month and you will be everywhere all of the time. Thanks again for coming on the show. And thanks for listening. Make sure you subscribe, follow us on our channels. And we’ll see you guys next week. Bye. Bye. Awesome. Good times. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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Business has changed and it’s scary. What do you do in a downturn market? You go back to the basics, because there is still a lot of money to be made now.

Three Things You’ll Learn in This Episode

• The basics of marketing in this economy.
• What you’re doing wrong right now.
• Why this market is so scary, but doesn’t have to be.

Resource

Check Out The Locker Room

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

what is up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks, we are gonna get back to some basics today.

People are wondering what the hell do I do? What should I do in business isn’t the same as it was 18 months ago, we don’t know what the hell’s going on anymore. And people are like, freaking out. Chill, dude, these are the best brand building opportunities to take share and territory than ever. But I understand it’s very scary for a lot of people right now. Because reality is most of you have never seen a shift. None of you guys have seen a down market to the tune of about 85% of you. And if you’ve never seen a down market, you’re probably shitting your pants right now and rightfully so. So what we’re gonna be chatting about today is what do you do in a down market, this will be my second and a half one, I believe in my career. And we’re gonna give you guys some very, very basic advice. But it is basic. And unfortunately, what we’re chatting about today is you got to go back to the basics. One of the gurus I followed when I first started my career, I think, as Craig forte, who said, You must be brilliant at the basics. You got to be brilliant at the basics. And I think that’s correct, but if not, whoever it is, thanks.

I still think about that. And it’s absolutely true. The big teams out there right now and there’s a lot of you guys are listening to this, you’re getting your ass kicked right now that $20,000 of ad spend, you’ve been spending monthly? Well, the ROI isn’t converting the same way it is because when there is a market shift, what you can’t control are consumer habits. And that’s exactly why today’s episode is gonna be going back to the fucking basics. So without further ado, we have Mr. Jake Dixon on the show today, Jake runs the locker room, which is a coaching company, a really kick ass coach, coaching company, very bottom of the line guy and he’s dealing with this in all markets across the country, because they have students everywhere. And I think what you’re going to get today is a lot of insight on what you should be doing right now. So quit freaking out, grab your pen. Stop running on your treadmill and listen to what Jake says Jake, how you doing, dude? Doing great, Mike. Glad to be here, man. Let’s rock and roll. Thanks for coming on the show here. Why don’t you tell everyone a little bit about yourself? Jake’s a dude.

I’d say why don’t you Tom, how’d you get your why you guys have so many coaching students? Why should ever listen to you? Well, you guys been doing? Yeah, I’m gonna dudes. Dude. I’m a coach dude with the marketing dude, what a great combo here. So yeah, my quick background is I played college and professional baseball. Hence inspiration for come coming up with the locker room, a lot of symbolism, a lot of sports analogies, some of which I’m sure I’m gonna drop on you and your audience today. But we specialize in working with broker owners team leads, as well as the agents who we feel are underserved I lovingly refer to as the blue ocean, which are any agents launching their careers, their dual career, they’re selling fewer than 24 homes per year. That’s right Blue Ocean Strategy book. And that is that’s our bread and butter. There’s plenty of coaching options out there for the mega mega superstar agents and producing agents. And we can serve you as well. But our messaging and our specialization is really birthed the newer, lesser producing crowd that wants to level up. I remember when I first got into real estate, I was doing a keg stand. And then a week later walking down Michigan Avenue wearing a suit and I’m like what the fuck just happened. And I joined a company that was called home touch. They’re out of business since but we had a kiosk and water tower mall right next to Fannie Mae chocolates. And if you’ve ever been to water tower mall, it’s a tourist trap. And there’s a lot of people now you might not be able to walk through there without getting mugged. But that’s a different story.

And I sold my first four, six houses right off the floor. And it was we’d have listings, sitting there, right? And listings would just be sitting there. And then people would stop and be like, Oh, what’s that worth just certain note the same concept as a window shopping when you walk past the real estate office in a place you’ve never been to before you always say hey, what does that house going for here? Right? So it was very easy to have these conversations and I was only 22. But instantly I knew the name of the game was having conversations because of that. Right? And that’s so basic, and the gurus will tell us so you’re one more note away from your next Yes, the way I look at content creation brand and all that as your own more view away from your next referral and our client because 10 to 15% of the people that see your shit, they’re moving and 100% of them have referral for you guys. So my version of going back to basics is always go back to the basics if not everyone you know that knows of that you’d invite to your wedding or funeral with an unlimited budget doesn’t know the fact that you’re in real estate. That’s what I mean. Go back to the basics. Now. How hard is it? I’ve never understood this real estate. I can’t get business I can’t get business. How hard is it just inlet the with Facebook II

email, social media just know the let the people 100 to 200 people that you would say hello to in the grocery store. How hard is it to remind them? You’re in real estate? This isn’t rocket science.

No, you’re exactly right. And that’s why we say here our motto at lockerroom is real estate’s a contact sport, it’s time to get your jersey 30. Some of you are going home every day without a speck of dirt to be shown for on that jersey. And so, to emphasize the point you’re making there, you’re absolutely right, right. We have something a concept here something crunchy, maybe called the five to 25 challenge. All we’ve done is repackage something that otherwise becomes numb and unsexy and made it sexy again, because I can beat you over the head, like every other person about lead generation and making your contacts. But we just repurposed it, calling it the five to 25 challenge. So math majors out there. Here’s what that is. It’s five contacts a day for five days a week, over, let’s say, 50 weeks out of the year. Anybody can do that. I don’t care if you’re launching your new business, your dual career are you the busiest superstar mega producer out there, you can have five intentional conversations every day, no excuses. So that’s 1250 Real Estate conversations over the course of the year. And I’ve been tracking this religiously now for seven years. And again, keep in mind my audience, but I see consistently a 2% conversion rate meaning for every 50 people I talk to, it will yield me one new piece of business. So what’s 1250 Real Estate conversations times 2%? Right? You guessed it 2525 sales in a year puts you now in the top three to 5% of producers according to Nar put that on your fridge, you know? And yeah, what am I gonna talk about? I can’t just call people to say, What am I gonna say, Jake? Well, that’s a problem. Mike, you know this as well, as I do is I work with so many agents who say, Well, I’ve already talked to everybody I know. And I call bullshit because what you actually have done is you cherry, pick your database, show me your your phone contacts, and then show me all the friends and people you have on your social media. You mean to tell me you talk to every single person, highly unlikely what you’ve actually done is just cherry pick your database, because you’re so busy on or worried about what am I supposed to say? So it’s not a contact issue. It’s a skill set issue, which is scripts and dialogues and having the confidence to go speak with people. I hear that all the time people like, especially with content creation, like Dude, I’m not gonna send that video. On Facebook. Everyone already knows I’m in real estate. I’m like, Oh, really? How many deals did you last year, because I break down the math for and here you guys can break down the math, if you’re sitting at home too. And how many deals you do last year, they’ll say 12 how many friends you have on Facebook 1000? Well, out of those 1000 Friends 100 250 of them fucking moved. But all 1000 of them had a referral for you that you failed to get. And you’re telling me you only did 12 transactions over the course of your lifetime. 80% of the people who moved us the first person they met.

What are you talking about? The numbers don’t add up, right? That’s basics. That’s basics. It’s being everybody’s looking for the shiny object get rich, quick pill. And the reality is, last time I checked, unless you want a robot or artificial intelligence mechanism to replace you. We just got to get back to the basics, which is what this is all about. I equate this to a former life when I used to give young kids baseball lessons, right? Again, I have a significant background in sports like, and so I would teach a 12 year old for example, the same way I taught that kid how to grip a bat or hold that baseball properly,

is literally the same thing those guys on TV are doing earning millions of dollars a year. They’re the best at what they do. Okay, so So the bottom line is this. If it’s true in baseball, I’ve got to be I’ve got to be led to believe it’s true in the sport called Real Estate that the fundamentals don’t change, the fundamentals stay the same, right? It’s just that the game speeds up. So instead of that kid throwing 55 miles an hour in Little League, now they’re throwing 95 miles an hour in the major leagues. But guess what, the grip and the how they hold the bat is the same. So agents the same way you close 12 homes per year is the exact same thing it takes you to close 112 homes per per year, you just need to master the fundamentals. And then notice that the game speeds up but the game and the fundamentals don’t change themselves.

I gotta take a quick interruption here. Just to show how on brand Jake is and he doesn’t catch us if you’re not watching us on video. He’s got a locker, like a gym locker behind him. And when we’re talking about brand and all of this stuff not to interrupt as Carson has had to bring this up is that he’s living it like he’s not scared to do it. The way he’s talking. He’s using like all these analogies and I guarantee you that that’s has a ton to do and people I feel like I get you dude, you know, but he’s not not being himself at the same time. So when people are like, Hey, I don’t know what to talk about. When I have these conversations. It’s like what do you mean you don’t know what to talk about? What do you an introvert. Like you just call someone up and say what’s up? I would call up like my frat bros and be like, hey,

What’s up, dude? What are you doing? And you just say, I’ve been talking to you I’m in the car, like realtors are in the car for like two hours a day, dude. Like just I would just call people up, like what’s going on bro? And then eventually, during that conversation, you’re like, so How’s work going?

And then they’re like, Oh, how’s it going with you? I just sold the house. Oh, yeah, it’s just that constant reiteration. And you never know. And then you’re right. Like, what you’ll find is like 10% of people, most people don’t know they’re moving yet to guys this year. Like, you gotta admit it. Some of these some of these people in here relate in your

relationships and your your database are going to be getting pregnant, they didn’t mean to. Right, some of them are going to be like getting sick or losing their jobs, bucks, none of them are going to sell their damn companies, and they’re going to want to upgrade, right? So it’s just you don’t know where it is. But what happens is that when somebody wants to freakin move, 80% of them hire the first person they meet with. And nobody wants to talk about real estate all day long, until they’re in the market ready to buy or sell. But that doesn’t mean you can’t be talking

100% Man, I’m doing a class coming up. And it’s called CRMs, but not what you think. And of course, I just like to have fun with people and mess with them. But so CRM is an acronym, because I get asked all the time, what’s it going to take to make it through this market or, you know, survive, and whatever. So I put in an acronym CRM. So it’s consistency. Number one, consistency. Number two is relationships. Number three is market knowledge. And number four, the s, of course, is skill set. If you master those things, and implement those things now, or whatever the cyclical industry is doing, you’re gonna be just fine. And that’s kind of what we’re talking about getting back to the back to the basis, it’s not necessarily the shiny technology object. Mice version of CRMs is consistency relationships, understanding the market knowledge and skill set development. Yep, go there. I think that, like, if we’re, what we’re really going here is like you’re working on a business, you’re working on your brand is what it comes down to. It’s not chasing a bunch of leads, guys, like that’s gonna burn you out, especially in a market like this. You know, like, I’m gonna assume that. I mean, we’re about to see two more bank failures coming up. fads retarded, and they they’re raising interest rates, and they’re causing these bank failures that gets the writing’s on the wall.

And I don’t know, I don’t know what’s gonna happen. But there’s an opportunity there, right? No one’s talking about that right now on social. So like, what kind of conversations can you have on a brand? Well, I’m just gonna talk about current events.

You know what I mean? Like that, there’s so many ways you can go out and do it. But the other thing you want to think about in times like these is that so many people are very quiet right now. And that’s why you want to be very loud. And in a shift, that’s where the opportunity is, you could take territory and territory doesn’t have to be physical territories attention, guys. And the more attention you have, the more territory you’re gonna get, and more people know you are then the more conversations you have, like we’re talking about. And it’s nice when you have these conversations, and you do them with content or you reach out one on one, whatever it is. You’re building a brand at the same time. It doesn’t happen overnight. Jake wasn’t an all star pitchers first round were you Jake. I mean, I’d like to think I was maybe in my head, but hell no, it took a lot of work a

lot of reps. No, I love what you’re saying there because it’s it goes back to being human. We are human beings and stop making it weird. Like, dude, sometimes the word lead generator prospect freaks people out. I don’t know, I’m just a small town, dude, from the sticks of Illinois. To me, it’s going out and making friends and having real conversations. Congratulations, you lead generated because in a normal conversation, which means it’s back and forth. If you ask somebody enough questions, they’re bound to ask you back something like how are you or how’s your business? That’s when the real estate Gods open up the clouds and it’s your chance not to blow it. And because you can subtly input something about real estate, like you said, here’s another little little trick on words, one of our coaches, which I thought was genius, recently was targeting this the subject of like, well, what am I supposed to say, you know, I can’t just call him when I need something and beat him over the head with who do you know, look at a buy, sell, invest in real estate. That’s the worst. I hate that. Don’t do that. Please, just stop doing that. Don’t do that. That’s like saying, Who wants to sleep with me today? Right.

It’s a booty call.

So so check it out, though. So she said we need to start need generating and stop worrying about lead generating need and Edie if I call somebody say how are you? What can I do for you, especially in that post COVID era, all that other stuff will take care of itself? Start position yourself of being a person of value in a connector and asking how can I help? What do you need from me? And the rest of the stuff will take care of itself. So maybe some of you need to start need generating and quit worrying so much about lead generating. I love that. I got an email today from one of our clients. She’s a mortgage broker, and I think she’s the last mortgage broker I’ve left as a video client.

Because you guys all quit, because you’re scared. And what happens is, is that she’s crushing it. She actually reached out this morning and she’s like, Hey, I have a real estate agent. And her and her husband also own a bakery, and I want to add value to her. So I’d love to feature her on like a business type interview and mend that relationship. I’m like, That’s an excellent idea.

Because she’s swimming upstream guys, like, you know, she’s thinking in the future she’s cultivating and every other lender in her market are dying, and they’re sitting underneath the desk shaking,

scared and not doing anything, just worrying about what’s gonna happen tomorrow. But she’s being proactive, and she’s taking territory. This is what I mean by that. And it’s super super. It’s not rocket science. It’s grassroots, you know, and you’re right. So you can do it from the numbers game with the database, or the five to 25 challenge. But again, to your point, just there, you know, I’m a strong advocate of forming your top 50 MVPs. I don’t care if you’re a brand new agent and a new market or whatever. But who are your MVP is those raving fans, those core advocates, and some of them are probably most of them are in the form of other people within the real estate industry, insurance agents, carpet cleaners, pest control companies, general contractors, on and on and on. If I have coffee or lunch with one of them a week for 50 weeks, you can’t tell me that 50% of them probably are going to refer you a piece of business this year. That’s 25 sales right there. Yep. Now make it a symbiotic two way relationship. It’s not all of what’s in it for me. But hopefully your listeners are, you know, get what I’m saying here. You approach it the right way. But you got 50 People like that in your back pocket, and even half of them deliver for you every year with one referral. Jackpot. Yep. So

besides reaching out cultivating relationships, what else can we be doing?

Why personally, I’m a big proponent of this, we need to be focusing on ourselves, how are you growing yourself? How are you protecting that thing upstairs in your brain or in your head called your brain? And so I’m a big proponent of personal growth. And that’s why people are listening to your podcast. I have to assume Mike because they dig your content and it helps snap them out of the funk. Who you’re surrounding yourself with what conferences what what things are you feeding yourself because right now, that sucker upstairs is very delicate, and there’s so much fear so much noise that we can buy into and become a victim of or we can drown out the noise rise above it and be that agent who’s standing there stronger than ever before, whenever the economy or whatever rebounds, because I suspect you feel the same way. I don’t give a shit who’s in the White House. I don’t care what the stock market’s doing today. I’m in control of things more than a lot of people care to admit, you know, and if we just stop paying attention to the crap and take control, we’ll be just fine. Yeah, you got to surround yourself you’re actually having an event coming up soon. I believe in Orlando. Why don’t you tell them about that really quick? Yeah, go into events, get your ass out of the you got sometimes just gotta step outside your comfort zone guys. I always came back from events, implementing at least one thing, but more importantly, I got reengaged and reactivated because I was so burnt out. So I’d get the hell out of town go to an event. And then I come back and all sudden, I’m like a new man. What are you having? Yeah, as in you’re right. I mean, there’s tons of events going on. People are craving connection out getting out from behind these computers and zoom screens all over again. So yes, and everybody’s gonna roll their eyes when I say this, but it’s in Orlando in August. Oh my gosh, it’s so hot. Get over it. We’ll be inside. Okay, so August 10 11th. And 12 is our event in Orlando, it’s called the TLR breakthrough event. You can go to TLR nation.com/breakthrough event to get all the details. We have two days for agents and two days. For broker owners and or leader leaders in general, it’s going to be amazing. So yeah, we’re looking forward to it. We’ve got about 125 spots for agents, 125 spots for brokers. We’d like to keep them small and intimate. And our events are very different from the majority, because they’re very heavy on the workshop and collaboration. You’re not going to just leave with pages of notes, you’re going to leave with things done ready to implement when you get home. Yet, take action.

Folks, what I would be doing right now is learning how to use your damn phones and creating a whole lot of content. People are like, Oh, I can’t create content. Yes, you can you have three options. One, you learn how to do it and you start doing a bunch of short form stuff. And videos, too. You hire somebody to do it for you. But that just depends if you have the budget, and then three

you do a little bit of both. There’s no shortage of it. But like for those you that are short on budget, then learn the time put the time into what else you do and don’t have any clients. So what else are you going to be doing right now?

Um, if you have if you’re too busy then you have money because otherwise you wouldn’t be busy so then reinvest that money could be in such a cheapass like, you have to focus on putting it into the business you guys, you can’t be quiet right now I would I think created I saw create a lot of noise I saw an awesome probably the best ad video I’ve ever seen was Ryan car 32nd or 62nd real best ad I’ve ever seen on social at least for real estate agent targeting real estate agents. And he basically just said the same shit. Like he’s like, dude, like, these markets are great double down on your brand. I never bought a lead in my life like the television show doesn’t hurt. But same thing. You know what I mean? It’s he’s, he’s on point is it’s true. It’s just a giant popularity contest. Yeah, you’re right. I mean, we have a whole section on our event from Jeff fitzer. Some people might know Jeff, who listened to this and he’s going to talk about marketing and videos specifically at our event. And it reminds me what you’re just saying of Gary Vee, or depending on who you follow. There’s all different opinions on this. But he says stop worrying about creating and start documenting. Right and so my buddy Josh down in Jacksonville, Florida, was notorious. He has 1000s of videos on his YouTube channel, mega mega agent 65% of his business comes legit from YouTube. And to make a long story short, one of his most popular most watched videos of all time, check this out now was he got a nasty letter from his HOA? Basically saying, dude, you got all these nasty hard water stains on your mailbox, it looks like shit, you need to you need to do something you need to paint your mailbox. So he could have just painted in mail his mailbox. But what he thought to do is repurpose that as an opportunity to talk to his neighbors, that where he lives works and plays, right? And so he flips his video camera around on his phone and says, Hey, what’s up neighbors. It’s your local favorite, you know, realtor, Josh here, blah, blah, blah, look, I’m getting ready to paint my mailbox, I got this letter. Here’s a couple tips on how to go about painting your mailbox. So it looks like a million bucks. Like he was going to do it anyways. But it was just that I’m amongst the people. I’m a man of the community. And oh, by the way, I’m a real estate agent. You know, it was just beautiful. He’s got so much business on video like that. Crazy. That has nothing to do with real estate. Like it’s no, it’s so we had a guy that started. He’s just doing a that’s a good tip. If you guys doing short form content, you have to upload it as a real please don’t upload it as a regular video. So we had this guy and he was we’re doing all of his editing work. And you know, he stopped talking about real estate, you start doing barbecue reviews. And in all of his videos, he’s always wearing like a hat that says like, I’m a realtor or shirts that say I love real estate or something like that. So he doesn’t have to say it. So he’s just branding, the fact that he’s in real estate, but it’s very guy Ferraris. He’s going around and just doing restaurant interviews. And all he’s doing is eating. Right. And he’s just he just he’s a total dude, he looks like it. He started uploading them as reals. I mean, it shipped blew up like he’s got like, every real now is like 3000 views, 4000 views, 10,000 views. And now he’s become known as like this barbecue guy. On the flip side, we have an attorney I started doing content for and she’s a bankruptcy attorney. And she’s like, well, what can I do to stand a little bit different? She’s like, 75 years old. And I’m like, what do you do on the weekends.

And I found out that she knits picture that 75 year old who knits a My Great. Well, all I want you to do on video is just start, I want you to be knitting a ball of yarn. While you’re telling me about bankruptcy. It’s very simple. No one’s gonna care what you talk about, but they remember how you said it. So it’s very simple to build attention right now, you guys, you don’t have to overthink this stuff. But you have to start doing it. Because right now, there’s a lack of people doing it. A lot of your competition is scared. And when you just take the earnest and start doing it, you’re gonna get the noticed. That’s what a shift is. Yes, it won’t pay off right now. Probably take 3678 months, but I could guarantee you in 12 months from now, a year from now, you’ll come back and you’d be like, Holy fuck, I was so glad I started creating that content. That’s awesome, man. I’ve never heard anyone who hasn’t like I have not heard anyone who have it. The only time it doesn’t work is if people don’t like you. That’s nothing I can help you with. You’re in the wrong damn business.

So reminds me like I don’t know if you follow like Dave Portnoy or somebody who just does pizza reviews. Oh, yeah. Love. You know, all the do does is pizza review.

Best pizza review was in the South Loop. I live in the city, Chicago, and he’s doing a pizza review at eighth and state and it’s a pizza place I’ve been to many times, and there’s a cardigan stolen right behind him with a cop just sitting there waiting. And it’s the best pizza review ever. And he’s just eaten a pizza testing. And he’s just like, dude, that car just gets stolen.

Right in the middle of the city, but that was one of the it wasn’t just a pizza show. Like that’s why I’m talking about I remember that. But now I’d also remember he’s the pizza guy. So like, you guys, be you. That’s the point though. Like the end of the day. What are we doing here? I would argue or submit at least it’s to win the mindshare battle. If I can win their mind. Look, I don’t have to remind them every day.

Some day or every conversation what I do if I’m doing my job effectively, they’ll know. But what are we going to talk about between now and then seven years or nine years from now when they have an actual real estate need to buy or sell? We better find something else to talk about and stay top of mind with each other. So whether it’s pizza or barbecue or knitting or whatever, take something you naturally enjoy. Create some video content like you’re saying with it, and you stay top of mind amongst the people. Yep.

Not that hard, guys. You just got to do it. Folks, we appreciate you listen to this episode. Why don’t we Jake, tell them again about that event. I might be going there. might check it out. Love to have you. So yeah, man. It’s Orlando, the TLR breakthrough event August 10. Through the 12th you’ll find your dates accordingly on whether your agent days or the broker days, just simply go to TLR nation.com/breakthrough event we’d love to have you cool, Folks, we appreciate you listening to Episode The real estate marketing dude podcast. Folks, if you need help building your content, I want you to visit our new software we just released it’s called referral suite referral suite.com That suite s wet like the blue popsicle.com and visit it if you’re having trouble staying in front of the people that matter most that are responsible for the vast majority of your business. Give me one to two hours a month and I’ll make sure they all know who the fuck you are. Appreciate guys listening and we’ll see you guys next week. Peace. Thank you. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Transcribed by https://otter.ai

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Today we are talking about the power of visuals. We mean branding, photos, videos, anything you can see. If you don’t have a strong visual presence, you don’t have a brand.

Three Things You’ll Learn in This Episode

• Why your brand needs a visual.
• How you can incorporate visuals in your marketing.
• How PhotoUp can help you create marketing your real estate business.

Resource

Check Out PhotoUp

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast what is going on guys? Today, we’re gonna be chatting about

branding and the power of visual imagery.

I, if you’re not creating content, you don’t have a damn brand, or you ever build one, right? And we’re gonna focus on why that’s so important because people don’t put enough time and energy into this. And a lot of you guys, the reality is that you’re struggling right now. And you’re wondering why the book is struggling? Well, it’s because you never built a brand to begin with. And when the market shifts like this, it takes a dump on you. But everyone who has built a brand over the last four or five years, yes, business is down a little bit, but they’re definitely not struggling. All right. And that’s going to be the power. So what I want to do today is just focus on that. How do you build a brand online because everything you do online with imagery, whether it’s video, whether it’s photos, whether it’s your damn logo is marketing, and how that appears to others is important, right? Nobody hires the person that has never seen because they don’t remember them. And in real estate over 80% of business is going to come from the people that already know like, and trust you not a bunch of fucking strangers, so pay close attention today. Without further ado, we’re gonna introduce our guest today. He’s with Photo Op, Mr. Devin Higgins. Devin. What’s up, dude? Hey, Mike, thanks for that got everybody psyched and pumped to listen in today. I love it yellow. Oh, that’s the attention getter. If I don’t do that, you guys will start falling asleep. So while you’re sitting there on your damn treadmill right now pay attention.

So yeah, tell us just tell us real quick about photo op what you guys do. And I got all the different types of questions for you. Yeah, sure. So photo op, we’ve been around for the past 10 years, we focus on everything digital real estate marketing. So doing photo editing, video editing, Virtual Staging, single property websites, virtual tours, we even do house portraits for closing gifts for your clients. So anything kind of digital, and then a little bit of personal assets that are too as closing gifts that you need to kind of market your brand, your business, your listing, we can help take care of it for you. Yep, I had. It was probably about eight years ago, I was at Social Media Marketing World here in San Diego still live in Chicago. And I bought a book that weekend. And it was called The Power of visual imagery. And it was right when I started to really exercise maybe like 10 years ago, but when I started to really get into social media, so I really started getting to content creation. And I want to lay out what she wrote in the book that sticks with me still today. And I just want to prove this point why it’s so powerful. And people oftentimes, you know, nobody remembers what you actually say. But they remember the impact that whatever you’re doing made on them. They don’t remember what you say they remember how the crochet is probably made you feel. But the what she writes this, she’s like, Well, dude, look, everything is based on story. And I use this in one of my presentations now. And I put a slide on my presentation and it just says boy in blue B O Y, then I asked everybody Hey, what’s going through your mind? So I’m asking you guys right now, boy, what’s going through your mind, you got five seconds, what’s boy B, O Y? What image is going through your mind? Right now my next slide is a picture of a little Asian boy in a bathtub with bubbles and a baby bottle. Now I say what’s going through your mind there. And because that picture gives you a lot more context, you’re able to form more images in your head and relate to it. But then when you go a step further, and you do a video, you have a word, a picture than a video, which is the most impactful. Right, right. And it’s, you know, at the end of the day, it’s what people see is the most impactful thing they remember, it’s not what you fucking say. Yep. So that’s why imagery is so important. Yeah, yeah. I mean, we see it all the time. Just even in terms of engagement with listings, right listings, who have professional real estate photography, or at least professionally edited real estate photography, actually get 50% At a minimum, more traffic to that listing, because the images matter, right? I mean, 95% of people that are looking for homes today are starting their search online, right? It’s not going to be something that you as the agent necessarily find them or show them. It’s going to be them coming to you saying, hey, this listing looks good. I’m gonna go check this out, because I love the photos that I saw online. Yeah, and the thing that people don’t realize is like, if you like, please don’t take pictures with your damn cell phones like your real estate agent. You’re making three and a half percent, couple $1,000. If you can’t spend a few $100 and getting the photos like you should just not have a license period. We all

I’ll stop your mic Real quick though we actually and we’ve seen it too. And we’ve preached this for years, right? Don’t take the damn pictures with your phone. But people still frickin do it. What we’ve come to the decision of is, you know, people are just gonna continue taking pictures with their phone, how do we make them better? How do we professionally edit those. So we’re actually working on an AI editing app, where you as a realtor can still take the photos with your phone for again, the lower end listing, maybe you don’t want to spend 200 bucks 300 bucks on a marketing package for a $200,000 listing, but at least get them professionally edited through a professional photo editing app. So that’s gonna be coming out later this year beyond. But again, just a way to enhance your marketing. And yet you’re not a photographer of your realtor, most likely, some people are and if you are great kudos to you. But if you’re not just at least do something to enhance the images and make them look professional. Because attracts more people. What does it say about your brand? Like if I’m, if I’m looking at a property if I’m gonna, if you’re selling my house, and I’m gonna look up like a house you sold and one of the things I’m gonna see on the photos you took, and I’m like, Dude, that thing looks terrible. Right? You know, it’s like, but and then here’s the other thing too, like you just put out an example about, oh, maybe it’s only a 200,000 or listing. And a lot of agents won’t go top and on the marketing, but when I was still in production, I always went top in and on the marketing, I never discriminated against price ever because I treated everyone the same. And I’m gonna give you guys a good story. $15,000 listing on the south side of Chicago 6700 block of South St. Lawrence, if you guys been there before, you probably wouldn’t ever walk step out of your car $15,000 inhabited by homeless people, did I I didn’t. I didn’t shortchange anything. I did a video, I did full a professional photographer I hired come out down there and do the photos. I lost money marketing the listing, guys. But my brand matters. The day that listing close to seller, Dan decided to tell me he had three more properties for me to sell, because he’s very impressed with how we marketed that dump of the prep list. You have to go all in on everything. It’s marketing. A listing is not necessarily about that listing. Certainly it is. And it’s trying to sell that one. But it’s about the next one that you’re gonna get. It’s about your reputation. Mike, like you said, it’s your brand, right? It’s your business, what are people going to expect when they come to you and hire you to sell their house? That’s what they expect.

This is pretty cool. So you guys do like

staging and virtual and all that? Yeah, so Virtual Staging has been a big one. I mean, obviously, the pandemic kind of boosted that, right people couldn’t get into homes to physically stage or even walk around, and then see kind of what a space look like. So they wanted to envision what it looked like with their furniture in it right, or with some set of furniture in it. It also is a huge time savings and cost savings versus physically staging a house just because we can do it so quick, right? Typical Virtual Staging job turns around in about 24 hours, whereas the physical staging company is going to take multiple days to even get a contract signed to figure out a time that works for them to come in to set everything up to move things around to potentially nick the walls, right? Scratch the door, whatever it might be, versus you don’t worry about any of that with Virtual Staging. And it’s a hell of a lot cheaper. I mean, typical image for us is around 25 bucks, typical home staging is going to run you anywhere from a grand to a couple grand, depending on how long that furniture sits in the empty house. So very cost effective, very economical. And, again, you’re trying to get people in the space itself. Virtual Staging is able to do that, because he got great photos online that are getting people excited to come and check out the house. Are there any things you can like? Yeah, I mean, that’s that’s pretty cool.

I remember Matterport was a big deal. Like when I was still in production, you know, if they’re still around? Oh, yeah. But like, it looks like you guys have a very similar thing. And we would get same thing we would we had a more we would get Matterport not just to please the seller, like I didn’t care about the anything else. I just wanted it to look cool, right? And the seller is your first showing you guys so you can’t chat. You can’t shortchange any of this stuff. color wise. Like let’s get out of photos, obviously do your own photos. Let’s get into some like, just visual imagery in general. Like what do you suggest realtors to do if they don’t have a listing? What kind of photos should they be taken? What kind of marketing can they be taken? What do you you know, videos, Talk Talk to me a little bit about that. Sure. I mean, anything and everything that you can do visually, like you said, right? People look at words. It’s one thing people look at a photo, it’s more engaging. What’s the most engaging thing you can do? It is a video, it’s going to be the biggest attention grabber it’s going to keep your eyes on something longer. It’s going to allow you to show your true personality and colors right if I looked at a photo of you, Mike, I’d be like, Oh, it looks like a cool guy getting on the podcast with you and actually talking even his face. You’re like, oh, my gosh, exciting. This is friggin awesome. Like you want to meet you might not just see the picture of Mike. Look at the impact though that goes back to that example. I just gave you like how many agents do you guys see you guys that are doing this at a high level. Not get the video on that listing and why not? Like it’ll just Oh, I’m just going to take I’m just going to take the photos. Get the video on the right

sticking to like, it’s not about the listing. No, it’s not about that listing like I said before, it’s about the next one that you want to get. It’s about your brand your reputation if you want the higher end listing, I think the one thing that blows my mind is like the agent that’s constantly selling 200 to maybe $500,000 homes and is like, Man, why am I not getting the higher end listings? Because you’re probably not marketing anything like a high end listing? Why would somebody who has $1,000,000.02 million dollar $5 million listing hire you when all you do is photos and they look as shit? Because I have a real estate license? Dude. Yeah, exactly. It’s like no, that’s that’s not going to be how it works. Even if your friend or your family, right. I mean, they want a professional who’s doing professional grade marketing for each listing that they do. This is the way to do it. Yeah. There’s no doubt like people take a pay attention to the details when it comes to stuff like this. Yeah, I used to use that stat alias. I was good for professional photography. It’s just a big deal. Okay, so what a listing videos, what do you seen people doing? You see anything that works better than others? I mean, obviously, showing the home right getting through the space, having it done professionally, half hiring somebody to come out with their nicer DSLR camera. Again, you can make a nice enough video from your iPhone. But do you know what you’re doing? Do you know how to pan around the room? Do you have a stabilizer, making sure that it is of professional grade, and showing every room in the actual flow of the house, I can’t tell you how many people were videos that I’ve seen that weren’t done by us, we don’t do this. But other folks who like you walk in the front door, then you’re in a bedroom, then you’re in the upstairs, then you’re in the kitchen, then you’re in the downstairs, it’s like, Whoa, I have no idea how the flow of this house actually works. It takes time. And it takes effort to make sure that you’re laying that video out correctly. One thing that we’ve seen more in recent years is people actually the agents themselves jumping into the video, right? It’s your brand, it’s your reputation. It’s not about that listing itself, it’s about you, it’s about selling yourself as the agent. So whether it’s the beginning of the video, a short little blurb at the end of the video jumping in, even if it’s a picture, I know some people don’t like to get on camera, or camera shy, I get it, that’s fine. But also, if you’re an agent, you can get over that, like get on camera, you should. But if you don’t a picture at least, or if you really want to go in for it be involved in the shoot. I’ve seen a lot of people now, even on simple things like a tic tac reel or an Instagram reel, right of jumping in there and sitting in a room as the cameras panning around, right? Even laying on the bed, doing whatever to engage with the house itself, and make it feel like it can be livable. I think that’s a great way to show engagement. And again, be connected and be the brand in your videos and in the marketing that you’re putting out there. Yeah, this is a reminding not selling, you don’t have to sell the fact that you’re a real estate agent. You just have to remind people, right? That’s what marketing is. But when you’re in Yeah, I hate when people don’t get in the listing videos like Dude, the whole point of doing the video is to build the brand. Yes, get in the listing, dude, like,

I can’t get on that video. Do you have to get on a video, it’s your job. When I was doing we used to do these like, this is like 2012 or like first people ever in the country doing video then. But what happened was because of that, it just generated a shitload of attention. So the goal of the listing you guys is not to sell the damn listing. That’s my third goal. The goal of the listing is to first please the client for repeat business and referral business, which is why you need good shit, your shirts got to look good. No one goes back to the restaurant that they find a fucking hair in their food. That’s what your pictures look like when you don’t fucking get professionals.

Right. But the second one was the leverage for spin off business. That’s why I’m marketing right? I’m getting really good images and videos to leverage spin off business. So I’m using the listing as a way to generate more business. And then the third is to sell the house in that order. Totally. Right. But if you’re building a brand or business and don’t shortchange this stuff, because no one the problem, I think is that people don’t look at their, their business like a business, they their salesperson chasing their next check. And they don’t realize that they’re selling fast food.

Yep, no makes sense. And how do people learn this? Right? I mean, other than listening to your podcast or just understanding the importance of marketing, because what I’ve seen is agents are not necessarily marketers or professional marketers, right? How is there a way to learn this I was there a way to do this? It is it’s listening to a podcast like this or just knowing to go out and do it having some sort of marketing background or coming to a site like photo op, right? Checking out all of these amazing tools that you can have to market your listing and making sure to do that consistently. We have a saying within our business at least, that consistency over time produces great results right? You’re not going to just do all the bells and whistles and marketing on your first listing and then be looking at that say Mike and Devin man I did a photo video, those virtual tour property website on this shitty $200,000 listing and having

gotten anything from it? Well have you done it on your next one and the one after that and the one after that and the one after that? It breeds great results if you’re being consistent with your marketing or with anything in your business to be honest, yeah, marketing is not advertising but it does lead to the next sale that’s what people don’t realize they’re so used to like oh, I need a lead lead. You’re not even a follow the damn leads you’re getting like the fucking talking about you just want leads. Because it’s flowing your ego. It’s making you feel like you’re accomplishing something, but you’re not converting them. So what the flux the point guys, like, quit playing this hamster wheel of a race here. Like, it just drives me nuts. Like I dealt with it. We do with our own clients. Like right now. We’ve lost a lot of business. I’m not shy to say that because we do video marketing for people. But people are so scared right now they’re cutting back. Well guess what? Every single person who doubled down is not struggling right now, guys? Yeah. Why? Because they’re earning the attention of their audience and the marketing while everyone else goes hiding, and cutting costs, we’re doubling costs. We said the same thing happened in COVID. And COVID. How many people just came out like incident celebrities? Like because everyone was stuck to social media and the people that took to social, right? We COVID it March 2020. April, and throughout the next year, year and a half, go look at their tick tock channels right now. They have like millions of followers, everyday average people because they took the time to put the content out there and all pictures videos, it’s all content. Yep. And market even when you don’t have a listing, right? I mean, get yourself out there, get behind a camera, go on social media, put up an Instagram post, put up a tic tac video, I mean, get yourself out there any way shape or form. Mike, like you said, I mean, remind people that you are a realtor, right? It’s not necessarily about I have to sell this listing, or I have this listing for sale right now. It’s about hey, I’m the realtor, I’m the person that you need to turn to when you have something to sell. So that when I’m gonna when I’m in the moment, right, and I’m Joe Smith, and I’m looking, oh my gosh, I need to sell my house, I just got fired from my job, or I’m going through a divorce, or I just need to move and upgrade. Oh, I remember Mike was a realtor, because he’s always posting about real estate. Yes, that’s when you want to come up 10 to 15% of the people that see your content are going to be moving themselves this year. Most don’t know it yet. But 100% of them have the ability to refer you at least one client. And when you’re consistent with content, you want the attention and you want the attention, you have a brand, when you have a brand, you have more conversations, it’s very simple. But you have to create something to be top of mind and all of that. And that’s where the power of visual imagery does. It’s not so much to get on a soapbox and sell your shit. It’s like, it’s to just tell your daily story that reminds people and for those you that are scared to get in your own videos, say this a lot in the show, but your obligation to do so if you believe you’re the right person for the job, because you should tell the world about it. And if you don’t believe that you’re not the right person for the job, and you should quit, probably and somebody else down the road is going to be getting in the videos is going to be putting themselves out there. And who do you think those clients are going to pick the guy that’s unwilling to get behind the camera and actually put themselves out there and sell the listing or sell themselves? Or the guy that’s out there doing it nonstop every single day? You have to make yourself more marketable. I agree. More marketing, more referral. I like it. Dude, what other any closing thoughts you want to have here? Like, don’t get scared, do it invest in yourself? Totally. I think for us another big thing that we’re seeing both on the photographer side, because we work with photographers a lot and we work with agents is just the power of a Viet, a virtual assistant to take some of those lower level tasks off of your plate for photographers. It’s a lot of editing, right? They shoot all day they come home at night they need to edit, that’s a part of our business, but we’ve actually dedicated resources to them to improve quality and consistency. For the agents. It’s transaction coordination, it’s admin work, right? It’s the social media stuff that you don’t want to do. Can you hire somebody to do that? And we know it’s tough to hire over here. We have the big team over in the Philippines we have about 200 employees over there that are incredible human beings that do phenomenal work. at a lesser rate around seven to $10 an hour is what you can get a full time VA for that really does help you leverage your time your time is money, your time is valuable. Your best use of your time is getting yourself out there shaking hands, going to networking events, meeting people being engaging in that way and not necessarily stuck behind a computer, creating your Instagram post or posting your Tik Tok video or managing your website right your time is best spent getting in front of people and being with your potential clients. So that is one thing that we’ve seen kind of uptick again, through COVID times and even beyond and something that we are happy to help you out with I like it yeah outsource all non money making activities especially at an ancillary people, you’re getting socks, you’re not an editor, senior shit, it’s terrible. Again, and that’s a reflection of your brand like you have if you’re putting out crap content, and you’re really gonna go out on a video

Like if you suck at editing, hire an editor do this because it’s got a pencil. It’s nonsense. It’s very simple. And it’s the most impactful marketing you’re gonna get. So I appreciate why don’t you tell everyone your guys’s site in case they want to check you out. So again, my name is Devin. I’m with Photo Op, it’s photo op.net. You can also go to photo op.com. And it will transfer you to the same spot we give everybody who signs up 10 free credits that you can use on any of our services, photo editing, Virtual Staging a property website, a virtual tour. And then yeah, we’re, we’re happy to talk to you. We’re excited to get there. One one quick story. You just said editing sucks, Mike. And it was actually he assured that we were at our last convention, it was a real estate photographer convention that literally the shirt just said everything sucks. And you wouldn’t believe the amount of response and people touching. It’s great. Yeah, that’s true. I like that. Well, appreciate having you here, dude. And we appreciate you guys listen to other episodes. Folks. If you’d like to check us out, you want to make marketing your own brand easy. Why don’t you visit our new software called referral suite.com That’s sweet WSWE T referral suite. And we will farm your database for you. All you need is a couple hours a month if that. And you’ll hit them through direct mail, email and social media but you won’t have to think about what to create because we do that for you. So visit us at referral suite.com And we appreciate you guys listen to the episode. We’ll see you guys next week. Peace.

Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling into your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Transcribed by https://otter.ai

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If you are expecting one conversation to convert your next client, you might need to think again. Today we are going to talk about what it takes to keep the referrals coming.

Three Things You’ll Learn in This Episode

• How to build relationships with clients.
• Why you aren’t converting leads.
• How you can bring in more clients.

Resource

Check Out SheridanSt

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

Speaker 1 0:00  

So how do you track new business? You constantly don’t have to chase it. Hi, I’m Mike Cuevas the real estate marketing division, 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

Speaker 1 0:31  

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, I’m sure we’re gonna chat about today’s we’re gonna get right in down and dirty with lead generation, specifically, digital online, social media, Google Tiktok, Facebook, lead generation, we’re gonna go through basically the ins and outs of it, we have a guest today that this is what he does, I’m gonna dissect his funnel live right now with you guys and sort of show you behind the scenes of what really goes on. But here’s the overall message I want you to get. I just met him 20 minutes ago, so fucking, I have no idea what he’s gonna talk about. But I’m almost positive, we’re gonna agree on this. Nobody converts on the first damn touch, you’re not going to get her in bed, the first time you see her, you’re going to need to build a relationship online build trust build authority, and over time, you might get lucky. So what I’m getting at today is that this is not a one touch thing. And there’s a reason why some teams do very, very well at lead generation is because they have everything crinkled on all cylinders. And these one stop shop people, it’s very hard to compete against that in the marketplace because you don’t have your auto responder set. You don’t have retargeting setup, you don’t have this video going to this video and email, text message like there’s a lot of shit going on. So we’re going to break that down and the confusion of it very simplified today. But the reason why this is titled this way is because you don’t get married on a first date, and you’re not going to convert the first time you touch somebody, it’s gonna be a series of multitude. Now if you do congratulations, we all get lucky once in a while. But it’s nothing that we hang our head on or count on each and every night. We go out here and I’m saying, All right, so without further ado, we’re gonna go out and introduce our guests. This guy’s a fucking Colombian. You guys might not know this, but I am a Colombian 50% I always claimed my Mexican side. But I’m actually all Latino, 5050 Colombian and Mexican and actually finally met one of the other one other Colombians that I’ve met in a long time in the space, especially in the real estate. And so I’m excited to have you here. Without further ado, who’s going to introduce our guest, Mr. Cody. Hey, what’s up, dude?

Speaker 2 2:28  

Man, I really excited I love that intro. You know, I we definitely share that same ethos to, to business to lead generation and marketing. And just super excited. Yeah, with you today.

Speaker 1 2:39  

You know what people used to always tell me, Mike, you’re a white Mexican. And now I know why it’s because it comes from my Colombian side. And Cody is as white as I am guys. But we’re both Latinos. So it’s funny that

Speaker 2 2:49  

I see I’m actually not, I gotta set this record straight. I’m actually not Latino at all. I thought you’re Colombia. No, I’m from I’m from I’m Canadian. We? I, yeah. I have Italian and I have Italian in me and I have a little bit of English, but I’m not Colombian. I’ve just spent the last almost a year now traveling through Latin America. My entire team is a Latin American, and just fell in love with Latin America.

Speaker 1 3:19  

Awesome. Well, most Colombians are very light skinned. Okay. Excuse me. Anyways, let’s get into the show. Cody. Once you tell everyone a little bit about who you are your background. Before I start grilling year,

Speaker 2 3:33  

I will give you the high level SparkNotes version of what how I got here today, spent 10 years in telecom, managing sales teams and just with a passion to help people. And I transitioned out of telecom sales management, probably in 2018. Now so about five years ago, I started my agency originally an agency was called studio b2b Oh, we worked with pretty much any lead gen based business. And about a year and a half, two years ago, we kind of shifted gears and went all in on helping real estate agents and teams really build their funnel, fill their funnel, nurture their leads for life and book more in person meetings, more phone appointments, more live transfers, where our team is spread out all across North America all across the world, really. We’re in Latin America, we service the US and the Canadian market, really helping them to do that. I have a business partner in the company. His name is Sharon Srivatsa. He joined me about a year and a about a year ago now. And your business partner motherfucker. There you go. Sean Serrata. Yeah, really good friend of mine, you know as a partner now and we’ve taken a lot of his IP and kind of repackaged it put it into our system and just on a mission to help more and more and more real estate agents do really cool thing. So I see Shawn all the time I got

Speaker 1 4:53  

around quite a bit. There’s a when he until he went to real and then everything sort of changed out a little bit and that’s another story in itself. However, let’s keep going on the show anyways. So I want to know what the hell, how does this thing work? Okay? You guys obviously have a system in place. And let’s just start a start from the beginning of what you really need to really run a digital marketing funnel, right? Let’s just get down to the nitty gritty, let’s get and like, what do I need to have going for? So I want to take this through, what do I need to have going on? And then we’ll sort of dissect each one. So everyone could sort of follow very easily through audio here. Yeah.

Speaker 2 5:31  

If you like, for me, I have a fundamental belief that all conversion happens in conversation. And so like, it’s like your, your funnel needs to create conversations, and how do you do that, like, there’s so many different ways to create digital marketing funnels. I think that a lot of people that are starting out if like, I’m gonna, I’m gonna wager to guesstimate that a lot of people probably don’t have a Ryan serhant, or a mike Gerard brand. So there are assurance robots of brands, so they’re going to need to get really creative with an offer. I have a fundamental belief that no amount of marketing fixed should he offer, like, it’s just, it’s not going to happen, like, so setting yourself apart, like, there are different ways you do that. So you know, having an irresistible offer will get people to take action, where the risk of somebody moving forward and giving you their information will outweigh, like the benefit rather, will outweigh the risk of moving forward. So the first focus is like really dialing in a who you want to reach, like your messaging, be your targeting, like, you know, what are the demographics, the psychographics of the actual end consumer, and then putting an irresistible offer in front of them, that makes it a no brainer for them to essentially click that button, give you their information. And, and a lot of people struggle with that, because they’re like, Okay, I’m gonna, I’m going to click the Boost Post Button on Facebook, or I’m going to, I just want to get my listing in front of as many people as possible, but it’s like, the currency really comes into how many conversations can you create, like, if it’s if it’s text conversations I need, I need phone numbers. If it’s if it’s messenger, I need I need to get people to message me in Messenger to have those conversations where, you know, Tron talks about this all the time around, like, you know, all of the money is made in the DMS, especially on social. So if you really want to create longevity in your business, there’s one two things that you need to happen either A, you need to get them into the into the DMS and you’d have a conversation there, or B, you need to get them into a CRM, and you need to call them or text them. So that’s really kind of like the start of the funnel. Obviously, there’s key elements towards doing that. But an irresistible offer and a form and a form capture is, in my opinion, the best place to start.

Speaker 1 7:35  

So let’s stop right there. Folks, you guys are a fucking commodity. I mean, you guys are offering exact same thing. 99% of you can list your house, put on the MLS and open up a couple open houses, we’re gonna do some photos, and I might even do a video and we’re just gonna wait and pray for a buyer to come. That’s not what gets you hired like you’re leaving your real estate license does not. It legally gives you the right to collect money, but it’s not the reason why people hire you. People hire you because of what the fuck you could do with it at the end of the day. And you’re right on the irresistible offer. So if you guys been following our show, we launched a thing called owner advocate, which is just a multiple selling solutions. We have six different ways that a seller can sell their house cash offer sale leaseback bridge loan fix homeless program, regular listing, foreclosure short sale, and they could share, they could sell a portion of their house. Now 90% of the people who come in through that funnel end up just listing, but it’s because we have an offer that’s different than everybody else. And when everybody he’s 100%, right? If you’re gonna go out there and say, Hey, I’m a real estate agent, I’m sorry, no one gives a crap. If you’re gonna go out there and say, Hey, I’m a real estate agent do something a little bit differently. Here’s what I’m doing great. You might have a little bit of my attention. But if without an offer just being a real estate agent, would you agree that if you’re just a real estate agent, just go out there and just run it as a spec? Hey, look, I’m gonna I’m a real estate agent. I’ve been here for 20 years, you’re gonna die and burned so fair?

Speaker 2 8:52  

Well, not only is it fair? No. Is it fair? It’s like, I have conversations with agents every day. My sales team has conversations with agents every day, like agents like I like this market is is really interesting because we are 100% in a skills based market. And that that goes into sales and it goes into marketing. The interesting thing about the skills based market is the amount of conversations I’ve had with people that said they did 15 transactions last year that haven’t even sold a home yet this year is flabbergasting. Yeah, it’s crazy. It’s crazy the amount of conversations I’m having I had a conversation with somebody who got into the business in 2009 We’re now 2023 They haven’t sold the home yet this year like like we’re in q2 and a large portion we got spoiled we got lazy we got small we got lazy we didn’t build our pipeline we don’t have we don’t have now a buyers and later buyers we don’t have now sellers and later sellers. And we’re you know a lot of agents are struggling now. So yeah, like you know, you mentioned at the beginning of the podcast around like the first date conversation. It’s like, I just like I have a fundamental belief just take a meeting with everyone. Like if your calendar is not full with at least today. three meetings a day meeting potential buyers and sellers. Like you’re just you’re not going to win in this market. Like it’s just not it’s not possible,

Speaker 1 10:06  

you got to be doing 10 to 15%. The people you guys converse with are moving in next 12 months, but 100% of them have referral for you. So if you’re just always having conversations, you’re just bound. And this is how an agent traditionally works referral market, right? You’re just sitting there just be Johnny everywhere, right call and because babies and shake hands, well, when you’re doing it online, it’s no differently, but you’re just having conversations with strangers through things like automation and text bots, etc, etc. And it’s the conversations that lead to the trust. Now, the other option is you could have a big mega brand, right? You could be the Josh Altman. And like you think Josh Altman as a listing presentation, Fuck no, he doesn’t. He just shows up. And he’s so damn confident he’s got a television show what he says goes, that’s called a brand. Most real estate agents don’t have the brand and go with it, because you can create great content to create content. I’ve done over 5000 videos for real estate agents in the last few years. And I can tell you firsthand that most of them won’t last more than six months doing it because they don’t understand the power of building the brand long term. And sometimes it takes six months to build that brim. Chevron’s a good example. Chevron came out of fucking nowhere a few years ago, and now he’s like a local celebrity in the real estate industry. But it’s his content and how he and how he presents that people fall in love with. It’s not the what, a lot of people say the same thing. It’s how he does it, that built his brand, right? So you guys, each and every one of you have an individual and that’s like, great. Like, there’s no reason you can’t do the same thing. But it all starts by what we just started talking about. You have to have something you do differently. What the hell is the difference? I asked Realtors this whole time? What’s the difference between especially when I get them on a branding call? Hey, what’s the difference between you and every other agent? 99.9% of the time the question the answer is, I’m going to take care of my clients. I really look out for their best interest and I’m like, No shit, fuck Sherlock. That’s a fiduciary duty, that’s what you have to do. And that’s assume no one’s going to hire you because they think you’re going to take them over, they hire you because they think you’re going to help them. That’s not a sale that’s not USP. Alright, let’s keep going reach targeting. I love the offer. What type of you give me a couple examples? What type of offer desexing right now online?

Speaker 2 12:07  

Yeah, right now, we have a partnership with a company called revive on the seller side, where they essentially $0 down all renovations, they do all the work, pay on closing, increase the value of your home where it’s no longer like find out what your home is worth in the market. It’s like an actual offer. I started working with a bunch of flooring companies in the beginning and it was so easy to get the flooring company into the home. Because they had offers they had zero credit offers. So it’s like, you know, leaning into the credit offers is really good, because it’s different than what everyone else is doing in the market. And like a lot of people have that in their arsenal, like I know, kW and compass, they have an arsenal, but they’re just horrible at market it. They’re Yeah, they’re horrible marketing. tons of companies are just terrible at marketing their offers on the front end, but it’s like the offer that really gets them on the buyer side. You know, like, if you really want to sit down with people and you really want to have more conversations, there’s one or two ways to do it. It’s either, you know, advertise off market properties, get people to, to, you know, to come through, it’s like, you know, get a list of off market properties, you put a list together, that’s one way. You know, people want exclusive offers. That’s it. That’s one way to get people through the funnel. The other option is like right now it’s working. What really well, on the buyer side is like your first month mortgage payment. So I’m gonna give you an example of first month mortgage payment. So we have a client, who in his market he wants to be really well known for as a philanthropist. Like he is like, he has a philanthropy mindset. So when we were we were

Speaker 1 13:38  

closing, does it give back a portion of percentage every closing?

Speaker 2 13:41  

Yep. So yeah, he does first month mortgage payment on us. So we like we gives back to the buyer. So the buyer has to donate a portion of the of the buyer credit back to a charity of their choice, boom, love it. So he’s getting he’s picking up philanthropist mindset people from the beginning of people who have the mindset of wanting to give back but that is an example of a USP mixed with an irresistible offer. So

Speaker 1 14:06  

it’s just say no to him, he could charge that dude can charge 7% Compared to your 5% and he’s gonna get fucking hired because people have an emotional connection with him and the one that’s going to hire him and as somebody that had a personal situation with the exact charity that he’s donating back to it could be a death in the family a sickness in the family or something like that. We have a lot of philanthropists clients, every single one of them crush they’re all doing million plus. And it’s like why it’s because you’ve created an emotional connection USP that no one can say no to

Speaker 2 14:34  

exactly. Love it. It makes a massive difference and the conversations are amazing.

Speaker 1 14:40  

But listen, what are you seeing as it’s not even like the service you provide us the how it’s the person behind it, it’s your why right that people have that are hiring so that’s excellent. You mentioned something else the Revive isn’t national company because anyone can use revive. They’re one of our vendors for our programs as well and they offer a lot but they do lead with a fix homeless program on their website because they know that That’s the biggest lead gen tool, right? If you could tell someone how to flip their own house, like, come on, you have my attention. Right?

Speaker 2 15:07  

It’s a no brainer. Like no brainer, it’s, it’s a no brainer, like have it in your arsenal, use it as one of your tools to advertise advertising on the front end. And it’s just a matter of getting your ISA to call with that specific offer. Hey, you know, Tom, at one point in time, we saw that you requested some information around, you know, potentially doing $0 down on renovations, Does that ring a bell, you know, and then the ISA, she’s going through the process of like qualifying them and sending them to you. So it’s not like it the the offer makes it so much easier for an inside sales agent or appointment setter to, to have those conversations to send you live transfers, and then you just take it over and use your own scripts. And it’s it’s like, it becomes a no brainer becomes super simple. It’s not easy, but it’s super simple. Once you implement it,

Speaker 1 15:54  

I can verify all this, you guys were closing or transferring probably about three or four day. And we’re using this exact system to do so. So what he’s saying is right on, and anyone can do this isn’t like anything like we created, we’re just leveraging another company’s USP and working with them. Alright, so let’s get into the actual ad side where you’re running ads that like for this messaging, and let’s talk about like the channels first. You mentioned tick tock,

Speaker 2 16:19  

tick tock through Facebook, Google, YouTube, Instagram, like all the like, kind of the five main social channels. And then kind of like our fundamental belief is like, like I said, like, it’s all conversion happens in a conversation, it’s like, I need to get them off the platform into a phone call. Because like, like, if I can just get the agent in front of the person to have that conversation. We have specific scripts that we know are working right now like, and you’ve probably heard sure if you’re if you follow us around, you know, schruns like, why don’t we sell that gameplan frame? It’s literally like we get we get the agent on the phone. And it’s like, you know, has anyone taking the time to talk to you about the top three things you need to consider in order when in the market when you are ready to buy or sell the leads? Gonna say no. And you’re gonna say why don’t we do that? Why don’t we sit down for a cup of coffee before the coffee gets cold, I’ll walk you through the top three things you need to consider in order to make an informed intelligent decision. And when you are ready to buy that script is crushing it. But from an ADS perspective, it’s just, it’s getting them off the platform on tick tock like, we do a lot of video content. So the video content we do is very customized where it’s like, hey, you know, like, if you’re considering selling your home, we will cover all the renovations for you. And you know, you’ll pay on closing, we’ll help you flip your home. Yeah, so my name is Tom from Seattle. You know, this is my real estate business. And then you throw in a case study to the video where it’s like kind of like my my clients, Alex and Alex and in you know, Bethany, they did this, they got this result. If you want more information, click or tap the Learn More button below. And we’ll see you on the other side. And then the text message comes through. Hey, is this Alex question mark? Yeah, and they respond to that. And then you hit them back up with like, hey, you know, we saw you got a request for this, this and this. Do mornings afternoons work better in order to chat with you really quickly about this? And sometimes they will answer. Sometimes they won’t. We’ll try to call them try to live transfer them directly to you or book an appointment of the calendar. So

Speaker 1 18:19  

what do you guys like starting your ads on? Usually a lot of people like you know, finding their potentials. I’m sure your retargeting all those platforms, where are you running? Are you acquiring traffic on all those platforms? First, are you trying? Are you using Facebook, for example, as your primary traffic generator then following everyone around after that’s

Speaker 2 18:36  

it, it’s a mixture of everything. So like the strategy depending on it depends on the agents. ad budget number one, you know, if it’s a small agent, and they’re like, Hey, we only have 567 $100 budget. You know, it’s really hard to do retargeting with that type of budget, like you can do is that you can’t do it, it’s just like, you know, like, they generally don’t have a top of funnel to begin with. So with the teams that we work with already have a lot of traffic, there’s a lot of different ways that you can like kind of speaking to more the seasoned teams now. Like if you’re a single agent, you should be filling your funnel, you should be getting as many names, email addresses as you can. So don’t listen to this next thing if you are, if you’re if you’re single agent you just need you need more people in your database. Now if you have a lot of people in your database, there’s a bunch of different things you can do like upload the list. Like we have a direct integrate, we use a program called go high level you’re probably familiar with it. We have a direct integration to Facebook, where we’ve seen whenever a lead enters the system, they automatically get added to a custom audience on Facebook and then we retarget them with video testimonials. You know that’s that’s a there’s really six points we look for when we do Facebook retargeting. Number one is the customer list. Number two is all the ever all the interaction that’s happened on the Facebook page, all the interaction that’s happened on the Instagram page, all the interaction that has potentially happened on the website so website pixel traffic There’s two other things that we target based on custom audiences. And we do the same thing with tick tock as well, you run a custom audience on tick tock. And then, you know, a lot of cold traffic. But really the goal is to the other thing that we do, as well as we have a partnership with an insurance agency, where we can get verified homeowner data. So we would essentially buy that data uploaded to Facebook, and then run those ads to verify homeowners. And that, that definitely helps. But we also call those people too, in order to try to, you know, cold call them. But you know, the even if they, they might say no to us on a call, but then they see our ad and they click through and then they go through the sequence again. So

Speaker 1 20:39  

they might see the ad and then they’re like, oh, yeah, hey, and then the caller comes in and like, Hey, I’m from blank blank, like, oh, you know what I just saw you saw that ad. But you’re hitting you’re hitting it from all cylinders.

Speaker 2 20:48  

Yeah. Do you prospecting all that stuff? Yeah. What do you prefer?

Speaker 1 20:54  

And so folks, when he’s just listing out as he’s running an initial ad, and once somebody either clicks on that ad and hits a website, or they view the ad, he’s retargeting the view of consumption, or they engage or click or like it, then he’s just following them everywhere. And it’s not just like, if you find somebody on Facebook that sees your initial ad, and all sudden you start following them on Tik Tok YouTube, they start seeing your display ads and Google and every, you know, publishing site that they’re on after a while, and then your callers are calling them on top of it after a while. They’re like, Who the fuck is this guy? Totally. You know what I mean?

Speaker 2 21:30  

It’s so interesting. The other day, I was having a conversation with one of our clients, you know, and I helped shift their perspective around like retargeting around conversations, because they’re like, Oh, I got this live transfer lead, but the live transfer lead, they said that their family member is an agent. I’m like, well, that’s amazing. Yeah, Has anyone taken the time to walk you through the top three things that you need to consider in order to win in the market, when you’re ready to buy, you have this person in front of you that I guarantee you that their family member hasn’t sat down with them, and had a conversation with them about, you know, the top three things, the interest rates, the inventory, and in the buying process. So this is your opportunity to take that, like, you and I have heard this multiple times, like, and we’ve seen this in our local markets, like just because like your brother down the street sells homes, it doesn’t matter. Like it literally doesn’t matter like the the buyer is committed to whoever can get the best deal. We’re seeing.

Speaker 1 22:23  

We’re seeing just offering options that. Yeah, I would say I don’t know the percentages, but my gut tells me 10 to 15% of people that we get on a call will say something along the lines of Well, yeah, I have a aunt or an uncle or a friend that’s going to list it, however common. But when we say hey, but they don’t have a lot of these options. Can they help you flip your own house? Can they help you do a bridge? Can they help you do this? And then they’re like, Well, I consider that and it just, you know, we still know the fact that we’re still getting our foot in the door. It just comes back to our first point here, it’s all about offering.

Speaker 2 22:59  

Totally refer and then and then it’s your sales ability. It’s your sales skill to have the conversation like yeah, Sean’s going really hard on like teaching our clients and teaching the clients we advise on how to do a good listing presentation, like when you walk in the door, don’t do the tour, sit down with the client, have a conversation with them, create a game plan, create a strategy, and then do the tour.

Speaker 1 23:24  

make sense to me. Overall, your initial offering when you’re running these ads, you’re going straight video are you seeing video versus images work any differently? What’s preferred all the above? I know you get a lower click through rate on the videos, but is it more qualified? What do you seen?

Speaker 2 23:42  

Great question. It depends. It’s market dependent number one obviously with tick tock tick tock it’s all video with YouTube it’s all video. So it’s platform and market specific. So there’s a lot of testing in the beginning to figure out like what what’s actually working what’s not working so generally on Facebook or Instagram we’ll run dynamic creative and then we’ll pull out the creatives that aren’t performing you know tick tock generally like you know, it’s $20 a day minimum budget so like you know, you’re you’re running like you can split those videos in the ad level but we generally like to run ad like in the beginning will run will split test the $20 at any ad set level to figure out like Is it is it broad targeting that works so there’s a lot of like with these platforms now is like let the AI figure out what what the market is in the market. A large large portion of it like with video like video is difficult because video is very dependent on the how good you are on video and how the video is cut and edited. So like you know it’s like if I can’t capture the person’s attention the first you know three seconds you’ll see the drop off rate like even like right now like even the YouTube ad we’re running we’re you know, we like we run like I personally run ads against the top channels like because it’s if you’re if you’re a marketer, you should be running ads against the top channels on YouTube but like my drop above Raina, my current videos super high, so it’s like okay, guys, we gotta go back and we have to rerecord this video, so we’re constantly watching for that as well. But, you know, ultimately we’re watching for, you know, like, depending it depends on the client, like, generally they want to optimize for Legion. So if they want to optimize for lead gen, because they like the, they’re their KPIs how many conversations is going to have, so it’s like, okay, we need to, we need to drive as many of these as we possibly can through the front end of the funnel, so that we have the opportunity and the ISA has the opportunity to create those conversations. So you know, it’s it’s market dependent. It is also very, like, you know, how good you are on video, we have really engaging people on video, and they their videos perform better than their images. So it’s just and it also depends on the offer. So it’s testing, it’s testing, figuring out what’s working, what’s not working, coming back to the drawing board, and not doing the same thing over and over again, expecting a different result. So what

Speaker 1 25:55  

if you have somebody in a market that are like, dude, 400 pounds of face made for radio? Can I just use one of your videos? What’s the importance of having the person in the brand or the team leader or the person on the videos as opposed to not? Is there any importance to that? In ADS? And this is for any of you guys that are thinking like, Hey, I don’t want to be on video, like do you have do they have to be on video, who needs to be the person that’s, that’s featured?

Speaker 2 26:19  

If it’s a team lead, assign a brand ambassador, we’ve done that before, where it’s like team leads, like I don’t want to be on video, okay, find somebody on your team that can be a brand ambassador for you, that’s actually good on camera. Tons of flooring companies that work in the past do that where they don’t want to be on video, they just signed one other people that are that are energetic charismatic on camera that can eloquently express the brand proposition. So if you have a team, if you’re a team lead, then assign somebody on your team. If you’re a single agent you’re gonna be you’re gonna have to eventually get in front of the, in front of the person. And it’s like, you’re like, I love what the Quran says, you know, he said this recently, like your, your level of your ability to sell is your level of service. So it’s like, you know, like, like, I always like to try to help shift the perspective, if you’re a single agent, where it’s like, in the beginning, I would encourage you to get on camera because like you’re eventually going to have to be face to face with that person because you’re the only one selling so and there’s some people that like, we can like we can run images but obviously like the brand is you like you are the brand like I can’t I can’t express that enough where it’s like you are the brand like you’re a real estate salesperson. Like it’s salesperson is in your like your sales representative like that it’s in your title like you have to get over video whether that is going to therapy, you know, like like you know really working on yourself to figure out like how do I serve at a higher level if you can shift the it from like, I don’t want to go on video because I’m not comfortable to me being on video allows me to help more people. Yeah, I mean really what it comes down to

Speaker 1 28:05  

I saw you guys like get over it like you’re gonna have to it’s not really an option anymore. But if you if you don’t run away from illicit employment face to face Why the hell you can run away with a video just a 60 inch device.

Speaker 2 28:18  

I’ve chatted with people who don’t want to do who don’t want to do in person meeting so like I’ve seen it all you’ve seen go

Speaker 1 28:24  

oh yeah oh yeah. Now out of all of the what when we’re doing retargeting videos what are the most important have testimonials you have any other type of just testimonials anything else you anything about process? Are you doing like case studies like any What else do we what else is working? Well for retargeting content,

Speaker 2 28:44  

videos testimonials first and foremost for sure. You know as far as from a retargeting retargeting perspective. Yeah, like just running as low as $1.41 a day, you onstage speaking at an event immediately puts you into a form of credibility. If you’ve been focused on if you’ve been featured on your local news television, like that level of authority as well, where if you can rip that video and run it as a Facebook ad, you know that that is another great way like anything that elevates your authority. There’s a reason why like, you know, these, these people who’ve been featured on HGTV are selling sunset, they built their authority where it’s like, you know, is that brand recognition that if I can just get in front of my database as much as I possibly can for a buck 41 Like we I do it like I was spoken to NAHREP event and I’ve been running like $2 a day for the last like year. And people like I just want them to see my face consistent.

Speaker 1 29:36  

So it is the easiest form of marketing real estate. You just farm your database with content. That’ll create a referral based business, but it’s not Legion. That’s just the marketing side of it.

Speaker 2 29:46  

That’s the branding. That’s how it’s harder for people to quantify that. And that’s why they don’t do it. But like once you get it, and once you understand that, like a shrine’s brand is so big because of his content or Oh have, you know Tom Ferry is so big because of his content? Like,

Speaker 1 30:04  

once you quantify it right now for everybody? Yeah, I

Unknown Speaker 30:07  

would love I would love for you to quantify

Speaker 1 30:09  

here’s how I because I get that question all the time with creating videos for people wondering, Am I a return on investment? How’s it gonna go? So let me just walk you guys through how important this is and why it’s the largest return on investment you’ll ever make. But you’re it’s hard to quantify. So most people look at cost, right? And they’re like, hey, I want to quads cost cost, what’s it going to cost me. So let’s just break it down. You could put whatever number you want on this and they’ll still pencil but let’s just for time sake, put $1,000 A month towards your video content creation. Let’s just say $1,000 A month got you content to keep you on shorts, short form, you got long form, but you’re constantly creating and you’re multi purposing. Now, based upon just your own warm referral market has nothing to do with cold Legion what we’re speaking about today, but just off your warm referral marketing, that’d be $12,000 a year, right? $1,000 a month. Now over that time, you’re going to generate anywhere between 24 to 100 videos, depending on whether you’re doing long form or short form fair. Okay, now, it’s all based upon views. So over the 12 months, if you took each of those videos, you video, emailed them off to your database, you posted on all your social profiles, you ran those videos as custom audiences just to your friends and family and your phone, and your cell phone. And past clients, you put all those videos on your YouTube channel, you put all those videos back on your website, 10 to 15% of your views are going to be moving this year, but 100% of them will have a referral for you. In most cases, out of all of that content you create over the course of a year, you have to, on average, sell how much it cost you 12 grand. So how much you have to sell real estate to make 12 grand usually it’s about $600,000 in a closed sale. If you can’t fucking sell one house, over 12 months, with over 25 to 100 different videos of content creation, you’re in the wrong fucking business friends. Done. You have to if you cannot, you could generate a half a referral in three months doing that. You know what I mean? So when people say Oh, I can’t create content, it always pencils. It’s the largest ROI you’ll ever see. And it’s the only thing you’ll ever control where it becomes what you can’t quantify is the one video they saw eight months ago that people that got them to actually really know who the hell you are.

Speaker 2 32:24  

Yeah. 100 I’m, I’m totally with you. And it’s like, something has to click in the brain for people to understand that and like that, your the way you quantify that is really good. Like, you know, from a numbers perspective, when you get it, you really get it like like and you’re like I can’t I can’t like I can’t ever go back from this like, like it doesn’t like you’re 100% right? That is that one person that comes to you and says like, Hey, I I

Speaker 1 32:51  

look at this podcast. Yeah, I’m doing since 2014 I’ve been slow lately, like I haven’t been I’ve been sort of sporadic on my show for the last month I hate doing that. But dude for the first seven years I just fucking showed up every Saturday I never promoted it once but if I didn’t have a podcast I can tell you right now I don’t have a business most people who schedule an appointment with us they’re already feel like they know me before they come on board they’re already sold you guys and that’s the point of a brand and I’m doing it just the audio to a bunch of strangers I’ve never fucking met before across the United States you guys only need to do this through the 800 Facebook friends you have this is fucking easy.

Unknown Speaker 33:29  

Yeah, I’m with you man. reach reach. You

Speaker 1 33:34  

don’t need a large audience you just need an engaged one it doesn’t matter in real estate you guys make five to 10 grand per ticket per client it’s so big to low dollar it’s a high dollar ticket. So I’m very hard to generate a very consistent business but to scale you do need to do like lead gen and all the stuff that we’re talking about here today anyone could get a can run I believe anyone can make 150 250,000 hours you’re really easily just by doing what I just told you create content put in front your database that’s it. But if you really want to scale and go larger, you have to do things like what we’re talking about today for growth because you’re going to grow it but this is awesome dude. Any so beyond the conversations we get the ads going right now how you taking them offline? Walk me through that?

Speaker 2 34:18  

Yeah, so how do we take them offline we you know, we generally run a lead form like a lead capture form. You know, whether it be like a landing page or whether it be like a built in lead form, depending on the platform, take them off throw them into a drip sequence and love on them until they tell us this buck off like they really really like love on them until they don’t want to be loved on anymore and we do tell you we do that through do the week like and the other week is super simple insurance talked about this multiple times and anyone can take this email their database, if they do this, I guarantee if you just do this weekly, you will extract deals from your database. It’s like find a property. That is that is a deal in the marketplace and say hey, This week’s deal the week is a condo, it’s gonna sell fast. You know, no lakes, like you want to force the reply. And you’re gonna, it’s gonna be very simple, you’re gonna say, you know, it’s two bedrooms, two bathrooms, it’s in a really great neighborhood. And one other thing about the property, the list price is 700,000. If you want more information about the property, just reply back to this email with and let me know or give me a call and I’ll be more details. And if you want to get added to our VIP list, send me a message back and then you’re gonna get responses, like

Speaker 1 35:30  

once a week. Yeah, that’s once a week. It’s interesting you say that I remember back in Oh, seven weird, we’re crushing on. I look at all this stuff. In hindsight thing of all the mistakes I made when I was so mature back in when I was like 27, crushing it. And one of them was we had it was similar to what you’re saying here. And we were doing all short sales. I didn’t realize at the time, the power of building a buyer’s list or any of this stuff, but I would have literally like 10 to 30 people contacted me a month because we’re doing 20 to 30 short sales a month and I had the best deals in the market would cherry pick the ones we want. It was really easy. But because we control the inventory, yes, you’re right. We just started putting those out on Facebook at that time not even thinking about it. And yeah, my agents ever want to deal the week it’s like hey, you don’t buy in this market. You gotta buy I got the best deals, that branding and that positioning fucking did great dude.

Speaker 2 36:19  

Exclusivity like, you know, people want like, whether they’re a million dollar buyer or a $5 million buyer $300,000 buyer, everyone wants a deal. Yeah. No one wants to overpay for something. So it’s like it’s the positioning like getting them off the platform and then into do the week, you know, loving on them with market updates, like actually knowing your market. Go figure is a is IT asset like like, what are the what are the deals that were a contract, if you buy a home for 700,000, and you put 20% down with the monthly mortgage payment, you know how many homes sold in the market, you just send out weekly, no, and send an ASHA weekly, like like am I do their monthly market update newsletter, but they’re not sending a weekly, you quickly become the the resident expert, where it’s like I’m tracking this every single week, here’s the market update, send it weekly commit to it, there’s 52 emails a year, just in market updates. The third one is like just tell a story like like we get them off the platform and they tell a story about a client is one and you we do that on the front end. And then we also do it on the back end as well. Like where it’s like there’s no greater proof than the proof that you’ve created for your clients. You know, we use this program with revive this client, we listed their home at you know, 1.7 and sold for 2.3. Here’s how we did it. This is our three step process. If you want more information on how we can do this for your home, send me an email back with the word word. And I’ll reach out next step. So it’s like it’s like, get them off the platform. Because like, our big thing is like, I want to own as much data as I possibly can. Like as an as an agency, like data is the you there’s a reason why these social media platforms do so well. It’s like they own the data. You know, it’s like with insurance agents. And that’s why we have a partnership with a verified homeowner Insurance Agency companies like I want to know who the homeowners are, you know, in the area. And that’s why data is so powerful. So it’s like, you know, like Russell Brunson and you because you’re a marketing guy. You know, Russell Russell Russell has a saying he says, there’s traffic you own, there’s traffic, you can control and there’s traffic you can’t control. I want to own as much traffic because if for example, my Facebook ad account gets shut down someday, I’m screwed. I personally don’t screw but you’re screwed. If you built your entire business off of Facebook, my all my database sits in my CRM. So it’s like we want to own as much data as we possibly can. So that if Facebook ever shuts us down or Tik Tok shuts down or Tik Tok gets banned by the US. It does matter because I’ve siphoned the data from Tik Tok, and I’m gonna just bring them over to YouTube. So

Speaker 1 38:45  

yeah, I mean, you’re in data, I said it all TwitchCon like you’re in the data collection agency, all the content you create in the world is just going to create conversations, but it’s what you do with the conversations. That is the biggest thing. And as long as you discipline in building that email list, you’re gonna be able to stay in front of them. People take for granted email, especially in real estate, you have to capture their email, you have to capture their email. And I always say you have to capture their direct mail too, because I’m farming them with direct mail. I’m staying in touch with them through physical mail. Like you have to you’re in the business of data collection. And if you’re not viewing it that way, like what’s the difference between them and us? I want as many real estate agent email addresses as possible because the more I have, the more shit I can sell. Yep, so differently for you guys. We’re just yeah, we just have a different industry. Cody and I are marketers. You guys are realtors, your audience’s right and fucking in front of you. It’s in your cell phone. It’s on your Facebook feed. And ours is you guys but everything we’re sharing with you guys today is what we’re like this is a form of content that we’re on right now. To add value to your lives. Some of you guys are gonna go click on Cody’s website and then he’s gonna fucking retarget the shit out you all over online until you call them up, right?

Speaker 2 39:53  

You’re gonna see me on YouTube. You’ll see me on Facebook. I might pop on Tik Tok for you. There’s a there’s a tick tock pixel on there, and there’s a Facebook pixel, there’s Google, you’re gonna see me. So you

Speaker 1 40:04  

have to start by adding value first. And all we’re doing here is recording a 30 minute conversation you guys are eavesdropping on at the end of the day, and some of you guys are gonna get value from it. Some of you guys might call me, like, that’s just what content is. But content creates conversation conversations leads to trust, trust leads to you getting fucking hired, and you get hired, you get paid. I do it. Any other closing thoughts that you want to add in on this?

Speaker 2 40:26  

No, this has been, it’s been amazing. Like, you know, the last thought would be like, you know, just the people that go and implement or like, you know, imperfect action is probably the biggest thing I would leave everyone with where it’s like a lot, there’s a lot here. And if you’re listening back to the podcast, you’re like, Well, what do I do first, it’s like, just try something. Like just imperfect action is kind of the big thing we’ve been saying to our clients, where it’s like, Don’t overthink things. You have to just do like, just do and and figure shit out as you go. Because when you do that, that’s what you put yourself into momentum. And that’s where confidence is created. So I would say imperfect action, confidence, competence, confidence competence loop, you know, believe in your ability to figure this shit out. So

Speaker 1 41:04  

my take on today was one, define your offer, you can’t just have a license, that doesn’t work. You got to do some sexy. So what’s your unique selling proposition to define your creatives you’re going to use for your ads, and then three, I can go out and do it. That’s it. Nothing starts without the creatives first and the offer guys, that’s everything. You have to have the best food on the block the restaurant with the best food always stays in business, the one with the hair in it. Well, that’s another story. So we appreciate you guys listening to the episode The real estate marketing podcast, you want to go ahead and let them know one more time where they can reach you.

Speaker 2 41:37  

Yeah, shared in st.io. It’s S H E R i d a n s t.io. You can reach out to us there if you want to reach out to us directly. You can email Cody at Studio pto.com Cody, s t u DIOP tbo.com. And we’d love to have a conversation with you. So really appreciate it today.

Speaker 1 41:59  

Appreciate you guys listening another episode, folks. If you like this thing about content creation, I want you to visit referral suite.com referral suite.com We show you how to create all your social content script added videos, social video, email, direct mail, I mean, we put you on the map. So people stop forgetting who the hell you are, and more importantly, start sending you referrals. So if you have any additional questions, and I want you to visit referral suite.com And I also want you to check out our next content creator challenge we show people how to create content, it’s very simple. Follow the formula and start creating and people as long as they like you, they’ll start hiring you. So that’s really all of this is appreciate guys listening, make sure you like and subscribe to the channel here and the rest of our social channels and we’ll see you guys next week. Peace Oh, thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then scheduled time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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It’s hard to deny that the market is shifting, maybe even changing. If you are hoping that you can just coast through it, you may need to start thinking about how you can take your existing skillset, and make it work for whatever comes next.

Josh Perez is the Principal Broker of Synergy Mortgage Group and is an investor.

Three Things You’ll Learn in This Episode

• How can you change with the market?
• What might be on the horizon of the market?
• What’s next for the industry.

Resource

Check Out Synergy Mortgage Group

Real Estate Marketing Dude

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Transcript:

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

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Books were you turning on the news, what the hell’s going on? What we’re gonna be focusing on this week’s episode is the next opportunity. If you tuned into our last show, we’re talking about switching up which direction the market is headed, and we’re chatting about, I believe it’s gonna be a seller’s, or I’m a real estate agent, I’m concentrating on seller seller seller sellers, because I believe that we’re going to start to see some distressed I think that things are going to hit the fan. And I don’t know how bad I don’t know if I don’t think it’s gonna be repeated 2008. But I do know that there is going to be something that happens, how bad I don’t know, but just you just have to turn on the news and see what the fuck is going on. Because it is insane. And a lot of things don’t make sense. So what we’re gonna be doing today is I want to bring on a mortgage broker, because I’ve been in the States, he’s in Canada, but whatever happens in the US goes to Canada. So I wanted to bring someone on from an outside perspective, off of what they see in our US market, what they’re doing. But he’s not just a mortgage broker, he’s also an investor, he does a lot of his investing in the state. So he’s got a good eye for seeing where opportunity is. And, again, I’m bringing the freakin cowbells adapt, or you are going to get your ass kicked, you have to adapt right now there’s no questions about it. Lead Generation marketing, you’re gonna have to do two to 3x more than what you did in the past business is not going to be easy, you’re gonna have to hustle. Welcome to the real world. 90% of the people in this business lenders and agents included have never seen a distressed market before because we haven’t been in one in 10 plus years. No one knows what’s gonna happen. That means the vast, vast majority of everyone in this industry has no fucking idea what to do when a shift occurs. That my friends is a big opportunity. All right, so we’re gonna bring on introduce our guest, Mr. Josh Perez. He’s with Synergy mortgage up in Canada. Josh, how you doing today? Once you go ahead and introduce yourself to the show. Tell everyone Hello, and a little bit about yourself.

Hey, Mike, thanks for having me. Super excited to come and chat with you. And yeah, see, you know, the whole lot of crazy things going on in real estate and in the world. It’s kind of been a steady theme over the past few years. Yeah. So you know, I’m a mortgage broker, a real estate investor, since 2010, was when I bought my first investment property. I was working in banking at the time. And then, you know, doing investment planning, retirements, mutual funds, as well as credit I just found after I bought my first investment property, I just wanted to soak everything up that had to do with real estate and building wealth through real estate. It’s been, you know, it’s been one of the most proven paths of building wealth over over time. And so, you know, I became very passionate about what you know, could do for me and my clients. And so, you know, after a few years of getting into real estate investing, I made the transition to mortgage brokering so I’m just only working in mortgages, with real estate, you know, we’re helping, you know, for most people, and not just Canada, US North America, buying a home is a huge financial milestone. It’s also you know, typically the biggest purchase, you’re gonna make biggest debt you’re going to take on, and also real estate being a huge opportunity to build wealth. Myself, my team, like we’re super passionate about helping people with that and what it can do to help people achieve and accelerate reaching their financial goals worked with a lot of partners in the space, real estate agents and helping them kind of tap into, you know, the education side on how we can just help so many more people with their financial goals and to fight inflation, the cost of things being so expensive these days, we often think about, you know, how do we save and cut here but, you know, we also I think, think equally need to think of how do we help grow this column of our finances right, and that’s, you know, acquiring assets income producing assets. So, that’s a big part of what we do. You know, I’m, you know, haven’t stopped investing in real estate since 2010. Started with, you know, duplex triplex got into apartment buildings. You know, 2020 Canada is kind of a tough place to to be like, like Mendoza, isn’t it? Yeah, it’s not motherfuckers crazy

up there. Mr. Trudeau. Guy’s a nutbag. And yeah, I don’t know if anyone is sort of like Biden here. Nobody likes him.

Yeah, so I found myself you know, moving to places that were a little bit more free. And yeah, I found myself in Florida had some close family ties there, you know, fortunate to be able to work remote in my line of work and so kind of planted there for two months in early 2021. And said, Listen, I gotta I gotta Spend more time here, I want to bring my family and people close to me down here. So I bought a place helped my parents buy a place. And then just what you know, people in real estate, do they start to kind of look around in places?

Would you say that when you do your loans, you do it from an investor’s mindset, versus a traditional residential mindset? Because most let’s be honest, most most lenders, it’s at least consumer friendly. They’re gonna think a realtor lender, their commodity, and you just want to get a loan most lenders, right? But if you’re coming from an investment mindset, that could be a value add, how do you play that in your business? Because I think that’s where the markets going, I think everyone is going to be very investment conscious. People will slowly start buying on emotion, and they’re going to start using the numbers again, like they did in the past. So what is your How do you approach that?

Yeah, so no, really good question. I think, you know, going deeper with the purchase of a real estate purchase is super important. Yeah, I need a loan today to close on this property to buy it right. But what are your plans for that property? Do you plan to stay in it for the rest of your life? Most people that’s not necessarily plan or how it’s gonna play out, right? Do you plan to add value to renovate the place? Like, is there an opportunity to create some upside and equity in the place and potentially talk about, hey, listen, if you do this to the property, boom, that’s like, that’s a source of capital, you can eventually tap into, and when done correctly, help kind of build wealth or put it elsewhere, if you’re investing it, potentially in real estate again, so investors, you know, kind of realize this, this concept of, you know, buying properties that might be a little bit distressed, or have upside in the sense of, you know, bringing a dated property to something that’s more modern and improved increasing rents. And then usually the money you spend on renovating or improving a property when done correctly equates to a number that’s higher than what you spent on it. Right. And so for a lot of people who don’t have unlimited sources of capital to keep, you know, putting money down to buy property, they use one property to to leverage to purchase the next one, right? So that that first purchase so for a homeowner who maybe that’s not their immediate plan, you we try to go deeper with you know, what are not just your your homeownership plans or purchase plans, but like, what else do you have going on in your world right now? How can use this opportunity to help you slowly build wealth and build a roadmap to accomplish some other things financially? So we just go deeper with kind of questioning and purposes of why why this home? Why this price point? Why this neighborhood and then just try to inform them and educate them with all you know, the opportunities that can come with real estate, to help them in their family moving forward.

So how would a realtor though, what do you believe a realtor should be doing in this market? Because I think you’re on I think agents need to be investor friendly. Most of them aren’t. Most agents don’t even have an investment property they own yet alone, working with an investor advising them how to cap rates, cash flow, and all of these other things. So how would you as a realtor adjust to this market is I don’t know what’s doing in Canada, but things have slowed down here a little bit. In most markets have slowed down. We’ve seen a depreciation, but it’s still busy. It’s so weird, because it’s still there’s lack of inventory. So things are still selling, although the prices have come down a little bit because of inflation rates all the above. So so so odd. It’s such an odd time. It’s such an odd market.

Yeah, we’ve found here and I pay attention to a lot of markets in the US like there’s, you know, with the with the run up over the last, I think, was listening to Barry Habib, who’s a great resource. Yeah, last, I think it was like around 12 years, it’s just been steady appreciation in real estate, you know, nationally in the US, and we’ve had like ultra low interest rates. And now in the last, you know, in the last, you know, 1218 months, we start to see a run up in rates, the cost of boring, has increased dramatically. And, you know, the price of real estate hasn’t really come down to the point where like, that increase in borrowing costs is like matched the deal you can get on the house. So, you know, conversations, you know, 12 months ago, were largely about, you know, helping people who cost of goods and inflation is already running rampant. But now, cost of borrowing was kind of a lagging piece, that now is just only exasperate grading the problem of affordability right so it’s just, you know, for realtors and other professionals in the space, you know, my biggest recommendation is like, don’t you got to be there for your clients. There’s there’s not like they need to be heard. Sometimes there’s opportunities where you can help them sometimes it’s just providing them with context and perspective of what all their options are and there might not be any good ones, but making sure you’re there for them to so that they know they’ve exhausted everything that’s possible or Okay listen, this is an opportunity right now when rates are you know 5.99 But if rates come down to like 5.25% for your situation. This is where we can kind of take advantage of it, where we can free up, you know, a few $100 a month in cash flow, pay down some other debt that we’re carrying, but not right now. And so we built kind of a roadmap of what all our options are, you know, I know, we didn’t ever plan to sell this house, but you know, how has that conversation, you know, come up, and just having some hard conversations, you know, with clients who you know, might be suffering, just be there for them. So that was a big part of the year, and then you know, those people will always remember that you were available for them to help and share your expertise and educate when there wasn’t a transaction there for you to, you know, potentially close, I found that, you know, most of our, you know, we’re in the relationship business, most of my business is referral based and has been for the last, you know, 910 years. And it’s, you know, not every conversation is going to be one that leads to immediate sale. But listen, you know, we’re, again, I was being to it earlier, like buying a home or an investment property, it’s like the biggest purchase, someone’s going to make the largest debt they’re going to take on, we want clients to take it seriously. And we should take it seriously too. And that might involve quite a few conversations before and after helping someone and being there for them. And they’re going to remember that and tell their friends, their family, their co worker that hey, every single time, you know, there’s a there’s a rate announcement happening. Yeah, I know, Josh, and I had the same conversation last time. But you know, what my wife is, you know, has anxiety about this thing, or when the news pops up, or social media or friend talks about it. It just, we get concerned. And we just, you know, you’re you’re the kind of, you’re the person, that’s the kind of the voice of reason, or at least laying everything out for us once again, going back to the fundamentals of our plan. And so that that’s been a big part of the last year and now is like rates have, you know, hopefully kind of stabilized a little bit and come down a bit, since what we hope that peak is, there’s just no lack of demand for real estate, okay. And so even though transactions have been largely down in both Canada and the US like, majorly, it’s not for a lack of wanting, like people’s goals, for homeownership and building wealth, and real estate investment haven’t changed. It’s just, you know, the fear, the fear piece, right has scared people to put them on the sidelines. And also just the cost, the cost of boring doing business are increased, right, so margins are thinner, and opportunities need to be vetted a little bit more, and I’ve just found on our end of things, you know, I look at my kind of my conversion, you know, my conversion over the last, you know, six, seven years hasn’t swayed from, you know, 30, to 38% of leads into closing, right, and what I’ve noticed in the last six months of conversion has gone downward to about 20%. Just because the sales processes a lot longer people’s appetite. And just you know what, when rates were, you know, in Canada, they’re a little bit lower than the bottom of the US, you know, one and 2%. I mean, it was tougher to find reasons not to borrow money to do something with it, then, to actually find the reasons of why it’s justified to borrow, borrow money to invest, do that home renovation, throw a pool in the backyard, go invest buy two, three properties, because capital is so cheap, and the cash flow you’re going to generate on that it’s going to pay all the bills. But when things change, right, the math is a little bit different, people are spooked, they gotta look a little bit harder, they gotta try a bit harder. They gotta build, you know, their power teams got a little bit be a little bit stronger in terms of the resources. So right now, I think, you know, long answer to your question, is that, yeah, I think opportunities are coming. They’re not crystal clear just yet. But you know, there are a lot of different macro economic things that we’ve seen happen over the past couple of years. So we’re seeing, you know, wars, we’re seeing bank collapses, you know, this money printing has just been unbelievable. In supply we’re seeing now we’re seeing some things happening to do with, you know, oil and currencies that, you know, I don’t think we’re just starting to see, we haven’t really seen anything, actually, except for dialogue around some of the BRIC countries now coming up the dollar with, you know, trade and oil. And there’s going to be some big implications of that, right. And while you know, supply and demand with, like, the demand side of real estate, is stronger than it’s ever been. There’s gonna be some macro economic factors that come into play that might shift the whole dynamic of supply and demand and pricing and costs of boring. So it’s gonna lead to opportunities, right? One way or another is just you want to have the people around you to be the right resources to help you identify and present them to you, along with you, you know, investigating what might be there for you to invest in for you and your family to take advantage of for the next five to 10 years. In my books.

If you listen to what we’re talking about, we’re talking about repositioning your business like the days of you going out there man, I can help you get in a car and go help you find the jungles of your dreams like those are fucking done. What we’re talking about is repositioning and approaching your business like a financial planner, but for real estate, focus on the investment side, keep people out of trouble and talk them out of buying more houses and you talk them into it. And that positioning alone will help build your authority. If you look at his numbers right there, he’s converting half is converting about 40% less than he was a year ago, and would be in the show. So what you have to do, you have to work twice as hard, you have to market twice as hard, you have to create twice as much content, because the transaction count is down. And every indication right here is, is going towards like, Hey, you have to analyze the investment aspect of it. Like, and it’s you have to be investor friendly. You guys in these markets and investor friend doesn’t mean only working with investments, it means stop selling people houses, or homes and start selling them wealth. There’s a difference in how you position your business. And if you’re just a typical realtor, you’re just a typical lender that can get them the standard rate than anybody can, you’re just a fucking commodity, you have to reposition and you have to own a niche, the niche I’m screaming from the rooftops right now is investing. The reason for this is that investors are not going to be emotional about a purchase, they’re not going to sit on the sidelines, they’re sitting on the sidelines right now waiting to pounce, and all of those investors are not going to buy one or two properties, they’re gonna buy three, or four or five, and they’re gonna keep fucking buying them. And then you’re gonna get a listing on the other side for the ones that are turning them over quickly. So what I’m screaming here, and why we have Josh on this on this call is because everything he’s talking about is telling you what skills you need to develop to obtain market share to obtain transactions. And the last in this community, the vast majority, a lot of people who go out of business, if this shift happened, it’s already happening in the lending world out here, I could tell you guys we used to do about, we used to script and distribute videos for lots of lenders, we lost almost all of them. And that’s because they’re not transacting, right, they have to cut costs. Right. So when you know this is happening, there’s a big opportunity here. And the opportunity is is that we know our current competition, whether you’re a lender or agent, your peers are losing transactions, and many of them are going out of business. That’s an opportunity for you. Right? But ultimately, what are people going to look for in this next market? Who is the agent that can actually go out there and analyze and say, Well, look, the other rate today is 5.25. But due to inflation, and we know that do that, that the recession is, is here that rates traditionally go down, according to Barry Habib, and you need to know this stuff, guys, because these are the conversations people are gonna have I could tell you in the last crash, no one talked about its highest and best. Everyone talked about, give me the fuck out of the situation. And you got to get that traditional mindset out of your head the highest and best, highest and best, get that out of your mindset. Because in a distressed market, no one cares about highest and best, they care about what’s best for them. That’s not always the highest price. Sometimes that’s involving them selling more conveniently. Sometimes it’s involving them doing a 1031 exchange. Because it’s an investment. Sometimes they’re going to be asking you to hey, is this a good investment, and that’s going to be bringing its property to its highest and best use, which means you need to know the zoning laws, you need to know opportunity. You need to know cost. You need to know investment costs. You need to know rehab costs. Because anyone who’s going to hire you, you are going to ask these questions. And if you can’t answer them, I’m going to Redfin with a flux of difference.

Yeah, the opportunity to to work and help families with investing in real estate is is so sky high, because you said it earlier is you know, once someone buys one, one rental property, and if it’s cash flowing, working out for them, they’re just gonna want to keep doing it. Right. So you rarely meet an investor who buys one property and stops there. And I think one thing that gets missed for people who aren’t, you know, in tune or educated on real estate investing is just like, the two most important pieces with with real estate when done correctly leverage and control. So, you know, typically, if you have $100,000, okay, you can buy $100,000 worth of stock or mutual funds or bonds. But with real estate, you know, when you’re looking at buying a rental property, most places the general rules candidate us are if you have $100,000, and you’re buying investment property, you can buy a $500,000 asset 20% down. Yep. So $100,000 in the stock market gets you $100,000 worth of stock mutual funds in real estate, it’s 505 times your investment, why that’s important. Dollar rising the math, okay, so we’re not here to kind of like speculate on you know, appreciate but but if you look at it this way, okay, if over a tenant like you take one year, okay. 5% appreciation on that on that $500,000 house. So if that house goes up 5% $25,000 $25,000 divided by your 100,000 investment. That’s a 25% rate of return on your initial capital 5% and appreciation equals 25% on your capital. The stock market, if the stock market goes up 5% 5% On your capital, you need to actually get a 25% rate of return in the stock market to generate 25.

So in that, and you said that perfectly but that’s what that conversation is the conversations that are going to start happening in the kitchen tables across the countries, Canada do any United States and that’s that’s the conversations that need to be have. And it’s too often that like, and I see it every day, because because most let’s be honest, like the average Asia I don’t know what is in Canada and the United States us six houses a year. Like that’s it like a very comparable, it’s, it’s it’s insane. It’s like, first I don’t know how you can only sell six houses a year, you have to be closet agent, like you literally have to hide for six for 12 months to only sell six houses a year, like you’re gonna walk past 40 5060 100 people they’re gonna be in the market, just over the course of three months, you got a loan go year, the only sound sticks out. So that’s another show, right?

Well, that’s like, you know what I heard a quote, I have a lot of realtor partners and colleagues who are with Keller Williams, I know that they’re one of the biggest brokerages I’m pretty sure in the US. And I go to a conference there every year. And I remember Gary Keller mentioned a quote that like for me, because I’ve invest in real estate, like I get it, but it just kind of opened my eyes even more and then I hope it did for I’m sure it did for a lot of people’s, like, every great investment deal. Has through the hands of at least one real estate agent usually. Yeah. So like, they could have had the opportunity of buying it. But it passed with their hands, they looked at it or they didn’t look at it. They weren’t capable or didn’t understand or realize it but like every great amazing deal typically is passed through someone’s hands and it’s just like, why does that have to be the case? You know, what, like, not everyone has unlimited capital, but it was just like, that’s that’s a funny concept right? If we know the return of something an opportunity that’s there like why don’t we try to take advantage of it or work toward being in a position to be able to take advantage of it

right so we have a total perfect story so like we have a seller lead generation we set seller appointments and a different business for those are interested in that that’s called owner advocate agent.com owner advocate agent.com And we give sellers multiple options to sell their property so we give them a fix and list program a bridge loan a cash offer a sale leaseback and we have an offering our offering is like the Expedia of real estate, you know, pick your five, six different ways to sell your house, you pick which one is right for you, they’re all gonna have different knots, they’re all gonna have different time links and processes. It’s just based upon the goals you want. So we’re selling through options. But yesterday we get a we get a we send out a lead and the lead that house is owned outright. It’s worth 350 He only owes 87,000 on it. And the lead goes specifically says hey, I don’t want to be he goes I don’t want to relist with a realtor, I just want a cash offer. I’m gonna move down to Tennessee and I’m gonna fucking retire, guys is done. He’s 87 years old, he eases over it, you know, this is a perfect investment opportunity for a investor, right? So in the lead up to the agent, agent goes, doesn’t even like didn’t follow up with the investor yet. I’m like, Dude, what are you doing this like goldmine. And he’s just like, he wasn’t approaching it. Like, why didn’t I just buy this? He’s approaching it as a listing agent. And he was about to not even call the person because they said, Hey, I don’t want to talk to a realtor. Would you rather make a $7,500 commission on the $300,000 house? Or would you rather make about $75,000. And it’s that mindset, and you’re right every single year, and I don’t come across them anymore, because I’m no longer really practicing in San Diego, but Chicago, like, gosh, you’re you guys are just naturally going to come across a home run one to three times a year. Naturally, that’s without even looking at just because you’re in the business, right? Yeah. And the question is, do you have the skills to take that fucker down yourself? That’s what it comes down to? And if you don’t, why aren’t you going out and finding them? And why aren’t you going out and doing that? Why don’t you learn this? Why don’t you go and meet guys like Josh or partner with people or go and hire grant cardones coaching company or whatever, go there’s millions of freakin education out there. You guys can learn this stuff. It’s nothing you go to college for I promise you that you learned from other people that are doing it. And then guess what you have? Because here’s what happens like Josh was me. And you were sitting there having a kitchen conversation. And you’re telling me about how many doors you now need 90 doors and just the fact you said Yeah, I have 90 doors. I’m not even fucking interviewing anyone else. You’re going to talk through experience based upon what you do. And then the positioning from that instantly you have my respect. So I own 90 doors and here’s how I finance all of them. Because I’m all about cash flow. Are you interested in cash flow, Mr. Seller and Mr. Buyer? Well, yeah, well, here’s what I did in my scenario, and then here’s what I would recommend doing in yours. You have the track record to do that. And I could promise you that there’s not too many mortgage brokers out there that Oh 90 doors that put positioning as you’re selling a totally different product and service, you are no longer a commodity, you are an expert.

And that’s, you know, what, how we’ve positioned our business our team is being like, teaching by doing right. And and I think it’s, I’m just passionate about it, because I can see how how real estate investing can build wealth. And the fortunate thing that, you know, mortgage brokers and realtors have in their business is like, you know, we’re not selling like widgets, or pens, we’re actually involved in something that is super, super meaningful to the large majority of the population, homeownership building wealth, you know, and a lot of times, it’s just comes down to go in deeper with your clients and explaining, okay, people talk about building wealth or generational, but like, what does it teach person? Is it being able to retire at all, or retire? living life on your own terms, travel, pay for your kids education, pay down debt, pay off your mortgage faster? What is it to you helping a family member in need? Right? So there’s just such an opportunity that it’s okay, if you don’t understand real estate investing right now. But don’t put yourself in a box and say, I don’t do that you have to do that, whether it’s for clients, or for yourself and your family, you’re right in front of you. It’s so easy, and it’s not complicated. That’s the thing, right? Oh, 90 doors? Well, it’s, you know, it’s been very purposeful over the last 12 years, and also the real estate investment community, at least from Canada. And I’ve started getting involved in the US and we have one of our big educational groups that have just migrated to the US right now. You can hit me up for that as well. And I’m happy to make some connections in a few different states. But people in the real estate investment community are usually very open books and willing to share and very much of a pay it forward mentality. So we have so many opportunities to lean on those resources to to learn and educate if you’re not there. And then you could pass that on to your clients. But even if you don’t want to do that, do it use it for yourself. Because like I said, the leverage piece. The other thing that’s often forgotten is, you know, every month that you know, like, so you have leverage, right. So so the appreciation factor is nice, okay? If you can achieve it long term, which you should. And next, you know, principle pay down. So this is another concept, every if you have a renter in a house or two renters, right, and the total rental income, that total rental income is at least breaking even with the expenses you have on the house. Keep in mind that every month your mortgage is getting paid down, getting paid down, so So the tenants are paying down the mortgage for you and every month that your mortgage goes down 500 or $1,000 a month, that’s 500 to $1,000 a month more of equity you have in your house. So on a typical mortgage amortization schedule, every year like at rates. So when rates are in like the two to 3% range on that investment property, what that pay down equate equated to was about nine to 10% per year of equity game. Now, depending on where you’re at with your rates, if you’re in the four or five 6% range, that pay down factor is about three to like somewhere between three and 4%. So you do nothing every year. Okay. And if you just broke even, you’re making today about 4% per year. Okay, that’s not including appreciation. And then there’s cashflow cashflow, you can determine before you pull the trigger and buy, you can ask you can see what the rents are, or you can estimate very closely what something can rent for. So if you know you’re buying a house at 400 $500,000, and you’re going to collect $1,200 A month times two units $2,400 We work and these are the things like these are the conversations we’re a part of with our clients. well in advance. So client comes to us, hey, never invest in real estate before. What can I do? How can I do it? Where do I get money from it? Will I get cash flow? Can I payment, we’re here to map it out and illustrate every version of what’s possible for you. So that there’s no kind of guessing after you get the keys and get your first month. So it’s all pies the best, highest and best the other main thing so we talked about, you know, leverage so the concept of $100 Gets you $500 of real estate $100,000 downpayment gets you 500,000 in real estate. Now, there’s principal pay down someone else paying down the mortgage for you, and there’s monthly cash flow. So every month few $100 Maybe $1,000 a month, positive between your rental income, your expenses, those are three different ways that your rate of return. So over the long haul, like when you hear people sometimes Grant Cardone other people saying, Oh, I’m getting 25 to 40% annually on my investment that is a real number. That’s real when you add in appreciation, cashflow and principal pay down. We talked about you know, a 5% appreciation equals actually a 25% rate of return Okay, if you’re taking a five or 10 year period, I think that’s a reasonable number to work off of, then you add in, you know, two to 5% in cash flow, and then you add in four to 10%. At different times and principal pay down, you’re easily there. So that’s, that’s massive over a long period of time. This is this is why investors when they understand this concept, and it only takes you know, a couple of conversations, and we’d like to dollarized things, right, I don’t like when we talk just all these percentages verbally and through these, I want to show you in dollars with dollars that you have access to the math and I find that when you illustrate these things, it can be a lot more powerful. One gets into one property. This is why we have clients that by four or five, you’re educating

me like you’re teaching me but you’re also demonstrating your expertise. talk’s cheap guys, you got to have the experience or the skill set to demonstrate. And that’s ultimately comes down to there’s a, I think just knowing your market highest and best, like, I’ll give you an example in in California, crazy Governor Newsom passed a zoning ordinance because it was like a big housing crisis. And it basically removed all r1 zoning, which basically means that if you have a single family home, you could pop in like two or three Airbnb ease on it. So there’s some people making killer cash right now. Now, I told you guys are gonna have to work harder in this market. So I’m gonna give you a fucking really easy one, I’m going out and I’m finding all the irregular lot sizes, okay, that Airbnbs can fit on multiple of them all residential properties. And then I’m going to cross check that data with distress, I’m gonna see which of those people have high credit card debt, which of those people have been in the house for long, and which of them have a shitload of equity, how old they are, and all of it, and then I’m going to fucking door knocking or cold call them with an offer. Because the same thing happened when that switch to cannabis in California and those right when I moved here, and I remember that that time, they just switched to zoning. So and there are so many people that didn’t realize overnight, that their land value just because of the zoning change literally shot up to seven figures because you can now grow cannabis on it. And and the people who made a lot of money in that were the ones who knew the zoning laws, and they would go out and buy the property. And then they could turn around and flip it easily for probably a million dollar profit because the zoning what you could do with it in the future. So knowing highest and best use in your market, not just on the property in the cosmetics and adding a bedroom adding a bathroom, but the zoning to it, what can you do with it? This is what’s gonna be required to survive in these markets, I firmly believe that every real estate team will eventually be a hybrid investor offering. I think that that’s the future real estate. I don’t think I think commissions are gonna get compressed, eventually. They already are in many areas. And with that, you’re gonna have to think a little bit smarter. But what if you had to buy an arm into your team or your brokerage even as a mortgage broker? You’re doing it right now? You’re not starving Are you know, the rates dip right now and you have a slow six months? Do you? Are you really going to be affected? Because you have 90 doors? No, five?

Yeah, absolutely. I mean, I’m talking about yeah, that’s, it’s just, you know, it’s building for tomorrow, you don’t know what’s around the corner. You know, everyone has, you know, different values or obligations and family and stuff like that. But it’s always just thinking about, you know, what’s happening today, it’s not going to be what things are, like, you know, tomorrow, next week, next year, so you got to plan for the unexpected, and a big thing for me that kind of wrap my head around, you know, constantly wanting to do more in my mortgage business or real estate investing was framed before and it was just like, listen, like if you have opportunities that are available to you as a result of you know, you working to educate or your resources and your circle, and you’re not taking advantage of them. Like are you really responsible? Are you responsible to the people within your business? Like, are you are you putting off opportunities that could help you know, some members of my team because there’s more revenue that can come into the company? If I told you know, my wife or kids five years from now, hey, yeah, you know, what I could have? I could have earned or grew our net worth by X amount. But you know, I just

didn’t we could have had a vacation home in Florida kids, but I just decided not to, they’d be pretty pissed at you probably right now. No, he’s

fine. Like, you know, sometimes people are like, oh, you know, I’m good. It’s slow, but I’m okay. I’m happy. Like, what? Why should I want to do more uncomfortable a things can change. That’s the number one thing, right? And number two is like you know, think about your family. Think about the other people maybe putting yourself in position and be able to help a family member in need. And maybe that will motivate you a little bit more if you’re content with your current situation. Think about the other people around you that you care about. And it should be you should look at it as your duty right I think CARDONE says it to success is your duty. Well, if you look at it a little bit deeper as like, you know, not everyone has opportunities in front of them to pursue that can help build wealth. A lot of us do have that, especially working in real estate, the right in front of us everywhere. It’s just a matter of building your team and resources and want wanting to learn and grow. That’s the key part.

Folks, if you’re not going to events, like I I in oh seven, when I did it all the short sales it was most successful I’ve had in my career, I forced myself to learn that. And because I saw the opportunity, and I learned it for two to three years, I was going to every conference and it took a while to learn. But the result, the end result of that was like we made millions of dollars. Like, you have to want to learn and educate yourself. But we’re telling you guys what to learn and educate on is the skill set, go deeper in real estate, don’t just sell it, don’t just sell loans, invest in loans and invest in do it yourself. But if you can’t get there to do it yourself yet, you still need to know about these terms, cashflow, highest and best use. You need to know credit financing programs to leverage debt, you know, big things like there’s a ton of investment friendly programs that are out there. Right now. I don’t know if they have them up. And I think that loans are a little different Canada in the United States. But there’s there’s a lot of asset based loans that are meant for investors that you can leverage.

Yeah. commercial, commercial, like the average. Yeah.

And if not just me, there’s a ton of private money. And you probably have all of the private money right on your Facebook feed. Like if you just reached out and just went to some of your friends, like, why can’t you start syndicating deals? It’s not hard to get the money, you just have to actually try it. But it all starts by educating yourself. Where would you suggest people where did where did you get learned about investing? And then we’ll get the show wrapped up? If you want to give any people some final advice?

Yeah, you know, in Canada, it was a group Real Estate Investment Network, I promise you you Google real estate investing or honestly, I’m always a big advocate of getting introductions from people I know. So anyone in your circle, if you’re in real estate, you have to know someone whose real estate investing, go ask them first, you’ll also you also build a deeper connection with that person as a result of expressing that you want to learn more, right? I guarantee you majority of those people, when you ask them will be happy to share plenty of resources with you, you’ll get an immediate connection. So that’s where you go online YouTube, there’s you know, a few pretty good follows you know, Grant Cardone is a great, great follow, I’ll share, maybe I’ll send you some notes of some of my top people in real estate investing, but I mean, talk to the people,

I’m gonna have to pay for that. What are you talking about, I’m gonna have to pay to buy a course, you can’t pay, I can’t pay $500 To buy a course, that’s not a good investment of my time. Instead, I’m gonna go to college and rack up a $40,000 debt that I’ll never pay back.

Like, that’d be a great episode, the college comparison. Yeah, like

books, investors, people selling info, Spy it, they’re not selling info, if they don’t know what the hell they’re doing. Yeah, there’s some fake fake people out there. But it’s pretty easy to spot them out and just start learning that the reality is, is that like, you’ll buy many courses, and you’ll pick up a little golden nugget out of each one. My only goal with events and buying courses was like, if I could just get one thing out of this, I’m thrilled. And there’s always one thing and every bit of information that you buy, otherwise, that information has been

sold. Every, every single time you pull something from events, that’s a big piece, but talk to your own circle, use Google, you’ll have you know, my contact information, I’m willing to share my own, you know, resources, you know, a lot of them in Canada, a lot of them in the US to starting fresh in the US when I came down here a couple of years ago, got a great community that’s growing with that have you know, we’re aligned with our goals, a lot of great real estate agents, investors, community, the group that I’m part of wealth genius here is now when I think like nine different states and they’re growing rapidly, I’m actually coming down to Ohio, in June for a boots on the ground events. So basically, they will walk through a bunch of sample investment properties that might you know, look attractive that are currently on the market, get to know the city in a few different areas. So looking forward, and they’re doing that all over the country actually so interesting.

Well appreciate it Josh. Why don’t you tell everyone where they can find you give them your handle really quick or where they can connect with you and we’ll get this rep. Yeah, best.

Thanks for having Mike. It was a pleasure. Best place to reach me is on Instagram underscore Perez Josh. You can also reach out to me by email Josh at Synergy mortgage group.com

I appreciate you dude. And we appreciate you guys listening to another episode the real estate marketing do podcast folks if you have any additional questions you need to get on video once you visit my site real estate marketing do.com was script edit and distribute your content for you. We’ll put you on the map stop making you creepy and start making you a whole lot more marketable. So you start attracting business. And if you like what we talked about today, and you need to sharpen up your listing presentation or your offering and go visit owner advocate agent.com owner advocate agent.com Check it out and you’ll see how you can sharpen your skills so that more people actually want to work with you because the old days of hey, this is the only way you sell your house those are gone start selling options and people will be a lot easier to convert more importantly build your trust and differentiate your brand. Appreciate guys listening. We’ll see you guys next week on next week’s show peace out thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site To download the training, and then scheduled time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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Real Estate is changing. There is no avoiding the upcoming market shifts, but what does that mean for Real Estate? There is always money to be made, you just need to find how to capitalize on it.

Three Things You’ll Learn in This Episode

• How can you change with the market?
• What might be on the horizon of the market?
• What’s next for the industry.

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Real Estate Marketing Dude

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Transcript:

So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started.

What’s up, ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Folks, what we’re gonna be chatting about today is what is going to happen in this markets. And I’ve had a lot of interesting conversations in particular, a couple of nights ago, I was at a social, and I was talking to a title rep. And she was spitting out some numbers that were just like, astonishing, to me. And it really put some things into perspective that I knew, but I didn’t really think of just yet. Like you guys, I’m also watching the market very closely. And it’s such an interesting time, because it’s like, you know, you have this thing with inflation, you have all these higher rates, the affordability is a major issue. But then yet, there’s still a lack of inventory. And I just find it absolutely astonishing that like, you know, like, what is going on? It’s just such a, it’s such an odd and different circumstance that we’re in here. And then I started, we get into it, we had this really good conversation, we’re sitting there talking, and we’re like, hey, well, at least then I think she just gave me the stat in the nation. The biggest problem you guys know, this is that people who own properties, I think she said it was like 60 or 70% of people that own a house right now locked into one of these, like super duper low interest rates, like 3%. And the biggest problem right now is going to be well, where are you going to go even if you want to sell your house, chances are whatever you replace your house with is going to end up costing you more in probably getting less for it. And that’s just the reality. So we’re like stuck, like in people are looking for inventory. But a big issue I believe here is how are we going to get inventory when we can’t find replacement inventory for the people that need to open up the inventory. So what are we going to concentrate on in this market, and I’m seeing this last week’s episode, if you guys listened to that we had Tommy on, he’s a real estate investor, and he has the same issue. And he’s like, Dude, I don’t have any inventory. But then we’re looking at this all time affordability issue and like higher interest rates, but yet the market is still there, you have banks collapsing, but yet people are still buying is just such an astonishing time. And what I’m gonna focus on this podcast today is what I’m gonna make a prediction, I’m gonna focus, I’m going to tell you guys where if I’m you, I would be concentrating my business on and I’m doing it with you. So I’m not just telling you what to do, I’m actually in the process of doing the same thing. Because the reality is, is that if this is the case, where are we going to put the focus in our business? Where should we put our marketing efforts where should put our lead efforts, and all of the above Now, for those of you listen to the show a lot, you know that I’m a huge component about staying in front your database, creating content for them and staying in front of them, right, we have a whole software called referral suite dedicated just to doing that, which you can check out at referral suite.com. But what it is, is that what it is, is that it stays in front of your database. But in these markets, if your database will always feed you. But doesn’t mean you stop lead generating or stop trying to find other avenues of business, you see, your database will keep you consistent. But when you want to go out and like call it scale, or you want to go out in increase, or whatever, you know, might make sense to do some sort of lead generation. So what I’m going to focus on today is what kind of lead generation is that going to be? And my prediction is that distressed. Now, hear me out before we go into it. And if I’m you, I’m going to put my focus into the areas of business where people are going to move no matter what, I’m going to go after divorce probate. I’m gonna go after bankruptcy, loss of income. I’m going to go back and do what I did in 2007. And I’m going to go right back into the distressed market because regardless of what is going to happen with the market, people will still get distressed and most don’t even know it yet. Reality is that some people are gonna get divorced and they don’t know it yet. Some people are gonna get sick, they’re gonna lose their jobs and don’t know yet, but that market always has to transact. Now, here’s the caveat. This is also what we were talking about in the same conversation. So at least here in San Diego, I don’t know what it is in your market, but I’ve talked to a bunch of agents like oh, we’re down 3% 5% reality is we’re probably down 10 to 20%. Let’s just say that’s the number. Okay, I don’t know the exact number. Let’s just say we’re down 10% Well, Oh, I forgot what news organization released the article. But she, she cited it when in our conversation and she was like, Well, you know, the reality is if the cost to sell your property is 8% 9% 7%, and you bought a house, then the value already went down 510 or 15%? Well, you’re underwater folks, especially if you didn’t put any money down. You know, there is a lot of people who got an FHA or 5%, down, even if you put down 10% on a property and the market dropped 5%, you’re still underwater, because the cost of sell are going to take you there. So 90% of the real estate agents within this industry have never seen a shift in the marketplace, we’ve been literally just, if you’ve gotten in the business the last 10 years, you haven’t seen this happen yet. And that’s no dig at you, I’m trying to sound the alarms, and I’m going to tell you, Hey, here’s where you should concentrate your focus on and it is 100% in distressed sellers, there’s going to be quite a lot of them. I think that with this wall out, and what people aren’t talking about are the stress that is on our banking system right now. And I think that is the biggest concern I have, I’m not any more concerned about, oh, let’s go curb inflation. I’m concerned about the banking system, again, being able to withstand this storm and not collapse, right. But regardless of what happens, folks, we know, people are gonna lose their jobs, like all signs are pointing their work, if we’re not gonna end of your session, we’re gonna get into one. And depending on which rabbit hole you want to go down, some people are even saying that the depression if this trigger can happen, there’s a lot of things going on that I would strongly encourage you to pay attention to, because it’s going to affect the economy. And when the economy is affected, traditionally, that goes into less people buying houses and whatnot, more people coming up with distressed but just take those numbers into consideration. That means anyone who’s bought in within the last 18 months, if they bought last year, anyone who bought last year, they’re underwater. And two things happen. When that happens. People who are underwater, if they also experiences a personal life situation at the same time, that becomes a short sale, guys, that becomes a foreclosure. That’s how it starts. And the last crash, the worry. And I’m not saying there’s gonna crash, I don’t know if it’s going to crash. But I do think there’s going to be a distressed market, how bad I have no idea. But in the last time, it happened so fast. And the it’s all mindset, it’s all consumer confidence. If I don’t think the market, your house is worth that, I’m not going to pay for that. And once that thing kicks off, it kicks off, right? The market isn’t based on anything, but confidence. And confidence can become in a lot of different ways. So I’m just telling you guys pay very close attention to it. Because my partner owns a data company, I could see the data. And that’s the only reason why I have this insight. So what are you going to do? Well, there’s a lot of things you can do. And I believe that whoever is going to go out there and get proactive in this, what I’m talking about today, I think that you’re going to set yourself up for the next market, I think you’re going to weather the storm. And I think you’re gonna dominate long term and take this into leverage. The number one thing that happened in 2007 was the lack of adoption for people wanting to concentrate on the distressed market. So matter of fact, I got most of my business when we started our short sale company back then from other real estate agents where we were raking in the money just because real estate agents didn’t know how to take on short sales, we gladly took them on pay them a referral fee and we’re making hand over fist and helping a ton of people at the same time. So it was only because we were willing to take on a problem that no one else wanted to. And I had a conversation with a friend of mine down in Tampa, Mr. kick butt mortgage guy. He’s in a mortgage broker and he’s doing it within lending. He is making a focus on divorce lending and coming up with a specialization focusing on how to finance a house during a divorce situation because there is a niche for that there is a niche for probate and people are dying people are dying didn’t change their right people die. Well what happens to the house when they do setting up strategic alliances with probate attorneys get very very investor friendly in these types of markets

I could you always follow the real estate investors and here’s why. Real estate investors buy properties like a lots of them, and I’d rather work with them because it’s not emotional. But the real estate investors are sitting on the sidelines salvat tating, waiting to pounce onto this market and that should tell you something. When the real estate investing community is ready to pounce. start forming relationships with them because whether they’re going to be buying and selling or buying and reselling or buying and holding whatever the hell they’re going to be doing. whatever investment strategy it is, that’s where a lot of transaction and volume will take place in 2000 789. I remember like, if I could remember correctly, it’s been so long, but I’d like to say was like 30 to 40% of the market at that time was cash buyers. And what happened at that time was we had a giant buyer’s list because we were doing so many short sales, and we were transacting more than ever, but only because we concentrated within a niche of what was happening at that time. And there’s nothing wrong with that. But what it requires is learning the skill, you real estate as an agent, is a great and fantastic career to have. But you have to adapt within it. Real Estate’s always bought and sold. But how it’s bought and sold is what changes throughout the markets and learning the types of transactions that I think are going to be prevalent, or at least the ones taking place more so than your just traditional regular real estate transactions are going to be in the distressed niche, and they’re going to involve life change situations. This means marriage. And it’s not all doom and gloom. People who get married people have kids need to up upgrade, right, they need to get a bigger house, you’re gonna see that that’s always going to happen, it’s not going to change. But I think overwhelmingly what you’re going to see is more bankruptcy, I think you’re going to see when bankruptcy comes in that the house is 99% of time is getting released. All right, a bankruptcy attorney that that turns into a listing many, many times. Same thing in probate people, you’re gonna have a lot of that you’re going to have, what else is there divorce, probate, loss of job loss of income. That is going to be a distressed situation, typically people resort to bankruptcy attorneys for that I have not seen or heard yet have a bunch of short sales coming down the pipeline. But I do believe there will be some more. I haven’t seen anyone really transacting them yet. And I people all over the country I talked to frequently and I haven’t seen it yet. But I will keep an eye on that. If I do start seeing it, trust me. So listen to the show. And I will be telling you and singing and hitting the alarm bell. But ultimately, I’m telling you guys focus on listings, in this next market, focus on listings and focus on the stress. And there’s a couple different ways you can do that. And I want to share with you how to repackage your services to do so. So we have a company called owner advocate agent, it’s www dot owner advocate agent.com. And what it is, is a multiple listing option solution. So for example, when I go into a listing presentation, I no longer have to say, Oh yeah, we’re just gonna list your house, you’re gonna have their Open House want to do pictures and all that instead, pull out a menu of options. And I say, hey, which one of these best suits your situation so I have a fixed endless program where if somebody wants to net top dollar or their house is in a little bit of a dilapidated condition, we could come in there with contractors, fix the house up, spruce it up, without the seller having to pay for it out of pocket and the seller will get reimbursed at closing once that house closes. That’s a very good option for somebody that wants to squeeze the most amount of money out of their property. Okay, now, how can I package up and use that? Well, I can easily take that program to probate attorneys, divorce attorneys, all of these situations. And now I could tell the attorneys with whom I form a strategic relationship with that, hey, here’s the program that we have because we specialize specifically in the situation. And when people are going to divorce, we understand that money a lot of times is the issue. And sometimes they want to squeeze the most out of it or they want to sell it really fast. Well, in either case, I can help you. In the event, they want to sell it really fast I work with a boatload of investors we could give you cash offer within 24 hours and close on your timeline. But in the event, you want to squeeze as much money out of that property. Well, we have a fixed homeless program where we could come in and use our investors to actually spruce up your property and allow you to flip it so that you can squeeze and sell it for the most amount of money. Those are just two options. We also have a bridge loan option for people especially in this market who are stuck in the buying and selling at the same time in a low inventory market. We know that people are going to it’s not going to be like Oh, it’s just sell my house and then I can go out there and buy a new one. Many people today are going to need to go out and buy their replacement house before they sell their existing one because there is no inventory and nobody wants to settle on their primary residence. So that’s what a bridge loan option that’s a solution for that specific property. Right but we have a sale leaseback program, we are about to introduce a sell part of your house program. It’s almost like they could buy a slice of their property and almost like a timeshare so they could access some of their equity. I’m looking at the reverse mortgage market very in depth. The vast majority of equity in this market throughout the United States is not held by people who are 30 years old or held by people who will qualify for a reverse mortgage So, all of these different things, guys, I what I’m sounding the alarm bells on, because I believe that the agents that are going to concentrate in these different niches will not only not experience any sort of downwind, but I think they’re gonna, they’re gonna crush it, I think they’re going to scale and I think they’re going to kill it, because nobody’s done it yet. This whole menu of options just give sellers options that caters towards their problems, as opposed to them signing up, for my only all in one only solution system. And at the end of the day, all we’re doing is that people want seller options. So if you’re interested in learning more about that you can visit it at owner advocate agent.com. Take the free training. And I’ll show you exactly how we do the listing presentation and the tools we use to generate all the offers and have them under contract within 24 to 72 hours if they choose one of the offers. So there is a lot of different ways you guys can go out and market this thing. But everything I’m telling you about here is changing the status quo. This is about you going out there and you differentiating your brand, you creating something, whether it’s a program, like our owner advocate example I just gave you, that’s our unique selling proposition that differentiates what we do from every other agent out there. And it’s going to require marketing, right? It’s going to require content creation, because I have to educate people in the difference. It’s going to require ads and ad spend. But ultimately, it’s going to just be us doing things a little differently. See, these markets, although some people haven’t been affected at all, depending on where you’re at in the country, things are either much, much slower or a little bit slower overall, for most people right now, some people are still crushing it, but they’re not crushing it as much as they were a few years ago. But they’re still doing very, very well. And the one thing they all have in common is they are personal brands, which is always recession proof, guys. Don’t forget that. But start, open your eyes up, look around you in and who do you know that you could connect with who what attorneys do you have on your Facebook friends list and concentrate these fields. All of these different things are things I would start putting into place right now. All right, create a program, create something that differentiates and bring that to many strategic alliances like attorney partners. But whatever you got to do get educated in these different niches know the probate process, right? That’s different per state know how that works. Know how a divorce situation works in terms of lending, when there’s a something held up by the judge know the process of foreclosure and all the alternatives of foreclosure in your area, there’s so many different things you can do. And then once you dial in that niche, then you just create content around it.

And there’s many, many ways to go out there and find these different sellers. But don’t focus on what the investors are doing. And copy them. That’s all I’m doing. That’s all this podcast is about. I’m just told you what investors are doing. And you as a real estate agent have the opportunity to do the exact same thing. And not to mention, if you didn’t listen to last week’s podcast, listen to Tommy, he has a really cool training course he has a system where he teaches agents how to become investors, something else you guys should be looking at in this market. If we’re gonna hit a distressed market, we’re gonna see opportunities come in to the marketplace within the next six to 18 months. Well, you’re gonna be one of the first people to see those opportunities. And there’s no reason why you couldn’t take advantage of them versus giving them to some other investor. So this mindset that I’m sharing with you on this episode is really what I believe you’re going to have to adapt. I’ve been doing this for 20 years, and I don’t want to be that guy saying I’ve been here for 20 years. But I’m telling you, I’ve been here for 20 years, and I I am pretty sure this is what’s going to happen. I have a lot of investments tied up into this. And I know where I’m going. There’s a reason why I’m doing things I’m doing right now, for this next real estate market. So I could be wrong. I’m not saying I know it all, but I don’t think I am. And I’ll go all in on it. So I really hope this helps you guys out. Don’t be worried right now be excited about the opportunity. But you can’t be lazy. You need to get up off your butt. Take the time read by courses, take content, consume stuff, educate yourself because your brain is the most powerful muscle you’ll ever have. And it’s the most powerful thing in your business. Do not be scared, be bold and be very, very very loud. Folks really appreciate that you listen to this week’s episode of real estate marketing note if you have any additional questions you need help with your content creation or anything I want you to visit us visit us at real estate marketing do.com We script that industry we have video Are people all across the country and we can put you on the map help you build your brand, your unique selling proposition and all of the above. Appreciate you guys listen another episode we will see you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next step.

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It’s a crazy time to be in business, banks are collapsing, interest rates are still increasing and inflation is still on the rise. Maybe its time to diversify your career. Investors are ramping up to take advantage of this economic climate because this is where the money is made.

Three Things You’ll Learn in This Episode

• How can your site convert clients?
• How to generate more referrals.
• What being authentic looks like in the marketing world.

Resource

Check Out Tom’s Group

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

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Transcript:

What’s up, ladies and gentlemen, welcome another episode of the real estate marketing dude podcast. Oh, holy crap, is there some news out in the world today, bank failures SVB, the markets shifting high interest rates, what’s going on? Welcome to the show, folks, if you have not been in one of these before, the reality is these are the opportunities that people in the real estate business in the industry wait for, because there’s a tremendous amount of opportunity anytime there’s a paradigm shift within the marketplace. And if you’re a real estate agent, if you’re a lender, what we’re going to be chatting about today is why and how you should be putting on your damn investor hat on because the best deals in the real estate market are not had when everyone else is buying a bunch of houses, and they’re paying peak values, the best deals are had when no one’s buying, because that’s when you buy at bottom. And we’ve seen this happen before about 10 years ago, give or take a little bit longer than that. And I’m not saying it’s gonna be that big and bad. But I am saying that if you’re an agent, you need to diversify. I see people going to sell solar right now I see people going to do so many different things. And one of the things that should always be something an agent, and most people in this business graduate towards is becoming an investor themselves. I mean, you come across these opportunities on a daily basis, why the hell are you passing those opportunities to other people versus just taking them on yourself and building wealth for your family. And be honest, you didn’t get into this business to sell houses your entire lifetime you got in this business to build wealth, and be in the know, and leverage your knowledge to create whatever wealth it is you want. So what we have today is that so we’re gonna be chatting about how do you become an agent investor? How do you become an How do you go from agent to investor? And how do you become an investor friendly, you want to be investor friendly, because who’s gonna be buying in this next coming market, I’m gonna be primarily a lot of investors. That’s why you wanna become investor friendly. And whether you’re working with them, or you’re taking them down yourself. It’s a, there’s a shortage of the amount of agents that really are investor friendly, and therefore there’s a high demand for him. So we bring on a return guest. Coming back onto the show. And this is his niche. He’s an investor. He’s an agent, and I want to see exactly what he’s doing and how he’s doing it. So without further ado, let’s go ahead and welcome Tom to the show. Tom. What’s up, dude?

Not too much. Thanks for having me on. Definitely interesting times right now for sure.

Why don’t you tell everyone who you are, where you’re at what you’re doing. And then I got all kinds of questions for you.

Yeah. So again, my name is Tom caffarel. I got started, like a lot of people as a real estate agent. And it really wasn’t until I started investing in real estate that I got traction when I was an agent, like a lot of agents, I was on what they call the real estate rollercoaster, which is like, I’d have a really, really good month, make 10 or 15, or $20,000, think I’m going to make a million bucks that year, then not sell a house for two or three years. And I went through that for a while where it was just like, I feel really good didn’t have anxiety that I was never going to have another deal again. And it wasn’t until I did my first investing deal a wholesale deal, where I made $115,000 That really, my perception about what can be done in real estate has changed. Since then, I’ve fixed and flipped over 1200 homes, I’ve got a 300 unit rental property portfolio, I’ve got a real estate brokerage that focuses on helping agents achieve financial freedom through investing in real estate. And really my main motto for kind of what you alluded to is like sales will make you a living, you can make good money as an agent, but investing will make you wealthy. And as a broker owner, every agent that walks through the door tells me they got into it, they got into being an agent because they want freedom. Yet, most of the time, they’re running around like a chicken with their head cut off. If one of their buyers wants to see a house 200 miles away from where they’re sitting, they’re gonna jump the next day to go there, whether they’re going to make money on it or not. So it becomes one of these things where you think you’re getting into real estate for freedom. But a lot of agents never achieve it because they never invest. And you alluded to, you know, selling solar, and all of these other things that people do. You don’t need to do that if you have one or two or three cash flowing property. So there’s a lot of unique strategies that we use in order to do that. And he talked about going from agent to investor, I like to blend the two I like to be both and maybe sometimes when somebody does so well investing, they stopped selling homes, but I like to be able to take the approach of doing both because I think they kind of like adds fuel to the fire.

So I love that but I’m sure I’m not sure how your business model is set up. But I’m guessing that you lead generate using your investor offer and then when 90% of them don’t work and then you turn on your real estate agent hat.

Exactly. So and we do it for for two ways, right so we do it for quick turn hits of income fix and flip and wholesales but then we also do it to buy houses And one thing that people kind of get confused when they think about buying and holding properties is they think, Well, why would you ever need to generate a lead in order to buy and hold the property? The reality is you don’t, unless you want to accelerate quickly, let me just explain that, you know, real real quick so your audience can understand this. If you go right now and you buy a multifamily or you buy a rental property on the multiple listing service today, with the market potentially falling, or let’s even just say it’s flat, the next time that you’re going to be able to get money out of that house, this can be 3456 years later. So one of the reasons why he say they don’t invest in real estate is because they don’t have money. But you don’t need a lot of money to invest in real estate when you’re buying these properties at a discount. So let me just give you like a simple example, let’s say that a property would be listed on the MLS for $500,000. Let’s say you generate an off market opportunity to buy that property for 400. rather than you having to wait two or three or four years to refinance and pull an equity line, you might be able to do it in a year. So it’s it accelerates the amount of properties that you’re able to buy cars, once you have two or three or four assets. Now every year or two, you’re able to pull equity out of each one of those for down payments on more properties. But if you’re always paying retail full market value, that’s going to be a really, really slow process. Not that you can’t get there. But it’s a difference between becoming financially free in three to five years, versus like getting there in 20 years. And of course, I’m sure all of your listeners and myself, we want this thing as fast as we can.

Yep, I think the biggest struggle, I think a lot of people have those making the mental shift of going from, because you’re you get your license, and then you just get brainwashed into this highest and best, highest and best, highest and best, highest and best. And then real estate agents just believe that they have to sell the property to highest and best but you guys have to realize that guys like Tom don’t exist. If not everybody wants highest and best. Some people just want to get the hell out of the house. And we don’t we fail to realize that sometimes the highest and best offer for somebody is accepting a cash offer and get them out of whatever situation they’re in. And that’s where a lot of this stuff starts. I think agents feel that they might be taken advantage of somebody or something when they blow by a house. And then they believe that they have this fiduciary duty. But folks, you don’t ever do business at scale or anything unless you’re truly I believe in unless your heart surely in the right place. And you’re actually helping people because an investor with a very bad name doesn’t last long.

So let me tell you the story about how I did my first deal. I’m just going to relate to that I was just going to ask you about Yeah, so that deal where I made $115,000 on it. I showed up as with my agent hat on not my investor hat on. I knocked on the door. The seller opened the door, she barely would let me in. I had to, like really convince her to let me in. I’m walking around. I’m seeing that a bunch of junk everywhere. I’m not thinking anything of it. I’m thinking this is going to be a great listing for me, I sit down at her kitchen table, walk through all the listing stuff she has no you don’t understand. I want $300,000 For this house. And I do not want to show anybody You’re lucky I let you in because you seem nice. But looking back, I mean, it’s very simple situation. She was a hoarder. She said I lived here my whole life. I don’t want anybody to know what the inside of my house looks like, if you can produce me an offer for $300,000 I will sell. If not, then I’m going to find somebody else who will. And that was like, you know, a big, you know, red light. A lot of times they don’t happen to that extent where somebody’s so explicit, but it took being that explicit because it was my first deal. I probably ran across other opportunities like this that I missed. So I had an option, okay, yeah, you could try to list the house. But she told me she’s not listing the house. So it was either me gonna figure out how to do an investment deal that way, or somebody else was going to do it. And it’s not most most sellers, like most sellers, are looking for highest and best. But I can tell you 101 reasons why some sellers choose knowing that they can get more money to take a cash offer. Sometimes it’s literally as simple as that I had one the other day, seller was older. She’s lived in the house for 40 years. The markets really tight still, there’s still not a lot of inventory out there. She said, I’m willing to sell for x, but I want you to be able to buy my house when I tell you. And the reason is because she was moving close to her daughter 60 miles south. She wants to take her time. She wanted to say I see a property I like tomorrow buy my house tomorrow. If I see it in nine months, nine months and you know this type of stuff is it’s common for us because we go on so many appointments, but it’s something that like, I don’t know, like you said brainwash like I I think it’s just a lack of awareness that like, there is a market out there. And again, this market winning exists like all of these companies, these home buying companies, they wouldn’t exist. If the seller didn’t want this as an option, and five to 10% of all sellers do.

Yep. And I with what you guys are gonna see right now, like, the vast majority of real estate agents right now don’t know what a shift is. They haven’t been around in the market that they have. I think someone gave me a stat on one of the shows, I forget which one but I think he or she said it was over 90% or something like that. They don’t know what a shift is. And they just you don’t know what you don’t know. But like, what I believe is going to come down the pipe is I think there’s going to be distressed I mean, this is distress is where the buying opportunities go. Because these investors, whether it’s Tom or somebody else, they’re buying properties that are either in probate, well, your death there, or they’re upside down or their financial issues, or there’s usually something else there they need to move. There’s a there’s a why. And there’s a an issue and underlying issue that the person selling needs to have resolved. And it’s not always top dollar. Go ahead, Tom.

Well, no. Another thing just on that point that we’re seeing now that we haven’t seen in a long time is people who have their houses listed calling us and three, so agents, you’re talking about agents not seeing a shift, right? Agents have been able to go into the living rooms of sellers for the past three, four or five years and say, Hey, you don’t need a cash offer, because I can get you top dollar in 45 days. And that’s basically been true for a while now. As the market starts to change, they go to list the house you go wait, I think getting off for the first weekend, you told me that this to close in 45 days, or 30 days or whatever the amount of days. Oh, wait, there was an inspection, the buyer backed out, like a year ago at this time, or maybe even like 18 months ago, at this point, spec, things weren’t even happening. Right. So like people were sellers were almost getting similar to cash offers on the retail market. But now that’s changing. So there’s a there’s a whole pocket of sellers right now that they’re aging sometimes are believing that they can get them out of that house in 45 days. And they’re calling us mad at their agent saying, my agent told me my house would be sold by now it’s price, right? Why isn’t it selling? Can you time was important to me? Can you make the timeline still happen? And it’s not like that’s happening in droves right now, because the market hasn’t shifted to like a crazy extent. But it is starting to happen now that the market is shifting.

That’s a really, really good point. How are you? Are these opportunities just coming across your desk? Or what do you How are you finding them and say, Okay, great. I’m an agent, what am I doing off the market? How am I finding these properties? Like, am I just waiting on the MLS? Or on the pop up? What are you doing?

So there’s a lot of different strategies that people can take, I’m going to tell you kind of my strategies. But one thing to kind of keep in mind if you’re an agent, and you don’t want to like try to generate a lot of these opportunities. The first step I think is to have awareness that they exist, and to be able to take advantage of them when they’re put in front of you. Like you may go on a seller appointment or somebody in your office might have a listing or somebody might call you at least a couple times a year agents will have this stuff just put right in their lap. Yeah, so keep in mind I’m going to talk about the strategies but keep in mind that you don’t need to necessarily be a seller lead generation machine to take advantage of some of these opportunities but the way that I do it there’s there’s a few different ways most of them are paid you know, I went from door knocking myself and cold calling myself and doing kind of like the heavy lifting myself when I had no marketing budget to start and doing things that that need money that require money, but when I first started, I would just go out and knock on doors and this is stuff again that agent should do anyways in order to get listing opportunities. But I would always go in with a cash offer first, because I felt that even if they know an agent, they want to know my cash offer. So I always got in the door a little bit better having the cash offer. So I used to door knock and I used to cold call. But then once I started getting some money I started to invest that money into mailers are always huge pay per click Facebook ads, TV. And one thing that I’ve done like with my own brokerage and that any agent can do is network with other agents and tell them that you’re an investor. Most agents know a ton of agents. I mean, it goes without saying you’re co brokering with people. You’re in office meetings and one of the best ways to get these type of opportunities brought to you is just to let other agents know Hey, you bring this deal to me if I flip it you’re gonna get the listing back or if you bring it to me I’m not going to co broke it and giving them and you know a Reason to kind of bring it to you. But it’s not much different really than generating a regular traditional opportunity. Like you can spend time you can door knock cold call text, all of that stuff network, social media, or you can pay you can do mailers, or pay per click, or Facebook ads, or TV or radio and all that good stuff. And it just boils down to do you have the money to make your life a little bit easier? Or are you in the face still, like I was in the beginning? What you needed to do the sweat equity component?

Yep. So you’re saying I have to work, man. That’s, that’s tough. That’s tough. Yeah, I mean, if you guys have money, then you like it, when people with video all the time. They’re like, I just did a presentation this morning. And then someone’s like, how much videos should we do a month? And I’m like, Well, that depends on what your budget is, you know, and what you’re willing to take on. If you wanted to hire us to go out and outsource all that crap, great. We can do it. But the cost would be this. If you don’t have the amount of money to invest in editing and distribution, all that other stuff, then you have to learn how to do it yourself. Either way, not doing it at all, is not an option anymore. No, no differently than than this. So this is all really, really good. Now, I want to go through and have a couple more questions is when you show up with a cash offer, I want you to walk everyone through conversion because most people and agents I believe, like they’re scared to insult somebody. Right? And that’s it’s I was too before I was ever I’ve ever bought a house or anything if like, I wouldn’t even be I was such a I was such a sissy that I hated. And just I hate sales guys. Like I hate sales, like when it comes to negotiation. I just don’t like arguing with people. It’s just not my personality. And I think a lot of people are sort of wired that way. But how do you get the Coronas to go out and present a low cash offer? Walk me through like your process? Pretend I’m a seller, for example.

Yeah, for sure. So the first thing that I’m going to do is I’m going to walk you through what the difference in the process is between a traditional listing and a cash offer. And I’m going to make you tell me through a series of questions, what you want, are you looking to get top dollar to deal with a little bit of a hassle, have people in your house and all that stuff and get top dollar? Or do you want a more easier convenient route? Cash, no contingencies, no inspections, choose your closing date, I’m gonna explain to them like, before I even run my numbers, there’s a price to pay for that service, right? If you want a service, you have to pay in order to get it. And I get them to tell me that they understand this, right? You understand that? If I’m not going to do an inspection, I’m gonna buy it cash, I’m going to closing your timeframe, all of that good stuff that you want, you have to get less money for it. Right? There’s there’s no such thing as getting top dollar and getting all those those benefits. Do you understand that? And like, if they don’t understand it, I will not give a number until they understand it. And maybe I’ll talk to them for 15 minutes about the difference. Until they understand that I’m not giving a number because if they don’t understand the benefits, then it doesn’t make sense. If they don’t value the benefits, I’m not giving them a cash offer either. So if they say well, I don’t care about no inspection, I can wait as long as I want. I’m willing to do repairs and go cash offers not for you. Let’s talk about getting you top dollar, right because a cash offer all that’s going to do is make you think that I’m trying to rip you off. I’m not I’m trying to get you what you need. What do you need? So, um, let’s just say that they get to the point then that they’re like, Yes, I need a cash offer. I want a cash offer, I’m willing to pay for the benefit, etc, then I’m going to start to talk to them about pricing. And what I like to do as much as I can is get a price from them first. Now, that’s not always possible. It’s very easy to say that. But I’ll do it in a different way. Like I’ll use like a price anchor and the price anchor. I love to use as the assessed value. The assessed value in my market tanked smart.

Pay attention, guys. It’s really smart. So I like what happened to Zillow value. I actually go out and get that one because I have one on Zillow too, but it’s never really that accurate.

Well, you know what, like, no matter what, no matter what price anchor you use, it’s going to be it’s not going to be you saying that that’s the number, right? So yeah, that’s

what I love about it. And that’s great. So they can’t like if you’re not the bad guy.

If you say, Hey, your assessed value is 300,000. They can’t get mad at you because you just read it off the tax card, right? So I’m not going to tell them the value of their house is 300,000. But I’m going to say your assessed value is 300,000. Like how do you think your property compares to that? And almost immediately, you’ll kind of get a read because they’re either going to be like, oh, like I think my property somewhere in that range, maybe a little higher, or they’re going to do the retail response, which is like my house is worth so much more than that MSA. You’re right it is like listening Yeah, we have to go this other way. Yeah. So, you know, to me, like, what I tried to do more than anything else is like you go to the doctor’s office, and the doctor is gonna say, hey, you know, are you ready for a pinch, pinch coming, whatever getting somebody prepared. It’s called an upfront contract and sales, I will not give them an offer until they say, Yes, I’m ready. And I think that they’re ready. And again, if they are just giving every single sign that they want top dollar, I’m not going to try to convince them that they should get a cash offer. And I may leave not even giving them a number. Or I may leave, the other thing that I do, if I think it’s more retail is I might give a range. Rather than saying, like, you know, My offer is going to be 300,000, I might say, like, My offer is going to be in the low threes or, you know, low to mid threes, just to kind of like, answer the question about what the offer would be. But then go back to retail, again, I’m trying to buy the house. And so as I’m saying all of this, I’m only focusing a little bit more on retail, because that’s typically where things go. Because the misconception that a lot of sellers have when you present a cash offer is cash offers going to be basically the same amount as what the retail price is going to be. Maybe you deduct a commission. That’s kind of what they’re thinking. And, and that’s not their fault. It’s just that they have never gotten a cash offer before so they don’t understand. So yeah, I mean, once somebody tells me that they really want a cash offer, and it makes sense for them to get a cash offer, then I feel more comfortable because somebody may push back and say, your offers way too low. But if I really understanding, I know how important a cash offer is to them. Let’s say they tell me a simple, simplistic thing. I need to be out of my house in 30 days, there’s an auction, like, I don’t care what you think your house is worth, the only way you’re getting that is through a cash offer process. So depending on the situation, I feel good, like I don’t feel like I need to have guts to tell somebody that because it’s actually in their best interest.

explaining all their options. Yeah, and its pros and cons. Pros pro this, that’s it.

And really like more than anything else seeking to understand what’s important to them, so that you can help advise them on what actually makes the most sense. And I think when you go into that, it with that it’s a lot harder for somebody to get mad at you. Because you’ve been transparent and you know, let them know. I mean, of course, there are situations where you walk in and you just know it’s a cash deal. You know, maybe it can’t even find the ex traditionally. And they say well, my property’s worth 450. And you’re like, well, it doesn’t matter what it’s worth. It has to be a cash buyer because the septic failed or this happened or that happened and it just needs to go cash.

Yep. So if I’m, what’s the first thing I think knowledge, you sort of said it like, you need to know how this stuff works. Because you’re right, every agent comes across one or two home runs a year, when you’re not looking for it. A lot of the investors out here in San Diego wasn’t quite this way in Chicago, but in San Diego. Most of the investors I know out here get all of their deals from realtors. Yep. And they just position Hey, use my cash offer and they get introduced to them. And many of them are realtors, too. Yep. And yeah, it’s very simple. Like, hey, double ended deal, I don’t want to commission on it. Or let me be your hero with a cat my cash offer. That’s really what it comes down to you guys. So it’s not like you have to overthink the the marketing of this you can talk to a lot of people just like you would if you’re just a regular real estate agent just start talking to the right ones. But don’t overthink this at the same time. What what a strategy wise, what do you see coming on right now and just conditions? Or do you like the flip market right now? Do you like the whole market? Like what do you anticipate in with this bank failure? And then what does this bank failure, in your opinion have to do with the investing market going forward?

Well, the first thing with the bank failure that has changed pretty much on a dime is interest rates. So you know not to get too technical about this. But it seems like we might have peaked with interest rates, which in the end of 2022 was a real concern for both the residential market and of the flipping market. You know, there were definitely deals that I had out there sitting a lot longer when rates went from 3% to 7%. And people were just in shock. And so now the rates of dip back down and they seem like they’ve plateaued, the interest rates are a little bit more normalized. I don’t love the flipping conditions that exist right this very second, unless you get a really good deal, which you always can. So what I kind of look at is if I’m going to do a flip deal right now, and I do over 100 a year so I still flip very actively. I want something that can be very short. in duration, because there’s so much uncertainty about what’s coming, that I don’t want to be flipping in a different market, I don’t want to be selling in a different market than I started again. So most of the stuff that we’re focused on and that we advise people to focus on is, can you get anything out in like 45 days, if you can’t, this might be the time to pass on it. Because the wind probably on the pricing wind isn’t at your back right now, where it was a year to two years ago, with buy and hold. There is, it is always a good time to buy and hold. And I believe a lot less than the timing of buying and holding, than flipping. So flipping the asset valuations are so important, because if you get that wrong, you’re losing money. Now, some people will argue, well, you know, rental properties are overvalued right now, as we’re talking. And I don’t necessarily disagree with that. But I think if you get them off market, and you get them at a discount, the key for buying and holding, which is the real strategy, like it’s cool to flip houses, but you really want passive long term wealth. And the way that everybody gets it is bit by bit. So unfortunately, unless you’re worth, you know, 20 plus million dollars, you can’t really time the market on rentals, it’s not really possible, because unless you have this pot of gold on the side, and you go, Oh, it’s time to go in. It’s bit by bit by bit. So you want to just accumulate, you always want to be in the accumulation phase for rental properties, but making sure in my opinion that you are able to get them at a discount up front. So that you’re always able to tap that equity in the not too distant future. So I think you always need to be accumulating.

So really good way to put out it. So never scared to buy hold. Just make sure the numbers make sense. Because you’re always gonna win in the long run. But if you’re flipping Be very careful. 45 days and that means no big projects. No huge projects. Focus on cosmetics, quick turns, stay away from structural. A lot of that additions stuff of that nature, guys. Very well done, man. Any closing thoughts? I don’t have any more questions for you. I think you laid it up pretty, pretty damn nice. You have a Facebook group, I believe that you carry this conversation on. Do you want to start or where that’s a?

Yeah, absolutely. I mean, I think the biggest thing, you know, for me, like for a parting word is just to say, most agents know that they should invest in real estate, but 90% of them don’t. And the key really is to get educated and to start by learning. Okay, and there are so many objections I get every day, why agents can invest and don’t have money, now’s not the right time, all this stuff. Put all of that aside, right now, if you understand that you need to invest, start by getting educated, you don’t need to, if you come to a two day event, if you listen to a podcast, you don’t need to actually take a whole bunch of action, but you need to take the action of getting educated. Because even if you think you’re going to be get ready to do something in six months, start the educational process to do it better now. And like you mentioned, I’ve got that Facebook group that people can visit at WWW dot agent investor.com. I do a live stream every Tuesday at 11 o’clock, all the contents free. I do have you know, additional resources like if people want more one on one mentorship, but I try to give away all the content that people would need without ever having to kind of meet me in person or shake my hand or get on the phone with me. But of course we have next level steps for people that do want to get more involved in active with me. But yeah, www dot agent investor.com.

Love it, dude, keep doing what you’re doing. And folks, hopefully this episode opens your eyes a little bit into it might be time to shift shift with the market. And sometimes when shifts happen you have to shift with them. That’s all I can tell you in 20 years of doing this and experience I can just tell you ride the waves ride the waves ride the waves, and the real estate mark is always changing. So you just have to change with it. Whoever does always succeeds. So ones who don’t, that I see go out of business or churches and other career or just so on and so on. So I appreciate you guys if you guys want it to once you leave us a review right here or visit us on our social profiles, follow us on YouTube, Instagram and Facebook, just look up real estate marketing.com and ask us some questions. And if you’re looking to create any types of content, and you need to literally get your face out there, start converting more of these leads or just build a brand visit real estate marketing do.com We’ll script and distribute all of your video content so that you stop looking so damn creepy and start being a whole lot more approachable online. So I appreciate you guys listening. We’ll see you guys next week. Bye bye. Thank you

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It’s hard to deny that we are in a recession, but how can you put your brand and business in a position to still succeed? Can you even succeed in a recession?

Three Things You’ll Learn in This Episode

• How can your site convert clients?
• How to generate more referrals.
• What being authentic looks like in the marketing world.

Resource

Check Out Leadpops

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

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Transcript:

So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started.

What’s up ladies and gentlemen, welcome to their episode of the real estate marketing, dude, podcast. Books we’re chatting about.

Today is a very important topic, I get this question quite a lot, but maybe not as much as our guest. And people always asked me like, kind of, what should I do with like, what do I do when I have a site? First they asked me is do I need a site? And I say, yes, absolutely. If you want to have any type of an online presence, you need something, because people will go visit your site before they ever call you because they want to see what you’re all about. They want to see if they can relate to you and they’re whatnot. But beyond just having a glorified online business card, which a lot of people do in this market, how do you actually have a site that converts? What do you do with it? How do you massage it? How do you work it out, like, if I want a six pack, I’m gonna do less situps. And I’m going to eat healthier, probably stop drinking beer and doing all the above? Well, if you want your site to, you know, start spitting you out business, you need to add to it as well, no differently. Like I have this podcast, you’re listening to this podcast right now, because we’re getting about 40 to 45,000 listens a month. Thank you to you guys. And a result of this content that goes on my website drives people back to our website. And some of you might schedule a demo with a marketing dude this week, because of this podcast. That’s what content creation is. But I create content to consistently add value to our audience. And to keep people coming in this is marketing the same way that we teach you how to market your business on the show, and as a client and whatnot. So what we’re gonna chat about today is that subject, what can you do? What can you do? What can you push? What what do you do with a website? Let’s just sit there. You just look at it. Do you talk to it? How do you massage your website? Make it work for you? Right? So I couldn’t think of a better guest. I want to introduce our guests today. My friend Mr. Jason Fraser with lead pops, Jason wants to say hello to everybody. Hey, what’s up, everyone, I’m excited to be here. Thank you. Thank you, my friend for having me on. I appreciate it. watched everyone a little bit. We are your frickin marketing whiz. He’s like the mark. He’s like a genius at a lot of his marketing ways. And he might be too modest to tell you that. But once you tell him a little bit about your background, cuz you do a lot in the mortgage space and whatnot. But tell us a little quick. And then we’ll get into this

show. And I want to ask you a bunch of questions on how you’re making websites work for people that create clients. Yep, absolutely. Yeah. So my name is Jason Fraser. I go but just by Fraser and I’ve been in the industry since oh nine. I was born into the housing industry. My family owned a mortgage company and also had a family members who were real estate agents as well. So the housing industry is in my blood, but I didn’t get into it till oh nine. Prior to that I worked for Peter Thiel, who some of you may know as the founder of PayPal. So I come I was born and raised in the San Francisco Bay area. So I came from Silicon Valley, technology startups venture capital world, that’s kind of where I lived and then decided to join the family business in oh nine. And I’ve been a part of that I’ve held several executive roles. Chief Marketing Officer, Chief Strategy Officer,

CTO, I’ve run sales teams are in Consumer Direct Marketing, I’ve coached or I am a coach, and I have coached both on the real estate side and the mortgage side. And right now I am the EVP of growth for lead pumps.

Cool, man, so he has a lot of experience. Right now you guys are doing a big

thing and in showing people on how to deal with their sites I want to start with with this and get your first opinion. We’re start at the very basics. Do we need to have a website in our business? Do a mortgage brokers or lenders or real estate agents? If you’re an independent contractor or small business, do you need a website? Yes, you absolutely do. And it’s it’s funny look. And hopefully, if you have a lot, I mean, it sounds like you got a good amount of listeners per month. And so I probably don’t have to let people know this. But if you are one of the Yeah, buts like, oh, yeah, but I’m doing this and yeah, but I’m doing this and yeah, but yeah, you need a website, right? I mean, you’re you’re absolutely insane. If you don’t feel that you need a website right now, I’m not saying you need our one of ours that we do, because honestly, we’re not a website company. But but we provide that but because it’s important, but you absolutely need a website. It’s it the we’re going we’re not backtracking from an online world, right. You need to your online property and websites, how you do it. And, and so, you know, I know we’re gonna talk about a lot of different things. But this is what I want every listener to write down right now because it’s going to be the foundation of everything I talked about because look, there’s always

is a reason to say, hey, but I could do this, I could do that. But here, just because you’re getting business does not mean that you’re losing business. So I’m going to say that again, just because you’re getting business does not mean you’re losing business, right? And so when you don’t have an offer, when you don’t have a website, you’re absolutely missing out on opportunities. There’s no debate in that at all. Look, if websites didn’t matter, you wouldn’t how many times you go to website in a given day? Right? Case Closed? Let’s let’s, let’s stop playing around with that websites are important. But wait, I, I have a page

on my broker’s website.

Why isn’t that suffice? Well, well, actually, there’s two things for that. One is, you can have that. But what I will say and I said this, even during recruiting calls and whatnot to other loan officers, is that you’re not the lenders brand. The lenders brand is you so you’re the face of everyone you’re talking to. If I’m talking to real estate professionals, you’re the face of a kW and exp real what wherever your compass whoever brokerage and look, even though they may have a big bite, and people have heard that name before the consumers and dealing with them, their consumers dealing with you, right, and if you’re a mortgage professional, guess what agents consumers, they’re dealing with you and right and, and I can tell you 100% And the mortgage space, there’s only one main mortgage brand, and that’s rocket. But when people referring people, they don’t say hey, I’m referring movement mortgage, I’m referring loan depot, they’re not referring the company that referring you. And and here’s the plain truth, even if you love the company, chances are you’re not going to work there forever. So you never want to tie everything to your brokerage or your your lender, yes, have that directory page, use it and get an actual we have a solution to help lenders because lenders are definitely not leveraging those those pages. But you need to have your own property where you could tell your own story that can be moved with you otherwise, because guess what, what happens if forget, let’s say you don’t leave them What if they go out of business and look in this market, we’re seeing a lot of people kind of go belly up. And then what happens then if all you’ve been using is something that you don’t control. And if you don’t control the way people can get to you, then you don’t have a business?

Absolutely, you’re the brand. No one’s hiring the bank. That’s why the worst thing you could do as an independent contractor is make your broker more money or more brand. The best thing you could do as an independent contractor is make your broker more money or more brand. You can’t really go wrong either way. Exactly. But you are the brand, guys. So thank you for reinforcing that message. Alright, so yes, spokespeople are gonna go to your site to check you out first, especially if you don’t know them, you know, maybe not so much in the relationship game. Oh, I trust my god, trust by God, great. But let’s be honest, even the people that trust you still go to your website? You just don’t know it yet. Because they’re just sort of like, dude, do I really trust Mike? I mean, last time I saw him, he was pretty drunk. Am I gonna trust him with his house? Like, sometimes you need that little more professional? Not that I got wrong. But you know what I mean? Yeah. But people know you personally don’t always know you don’t always see you in the same light professionally. And it’s more of an authority type thing. So walk me through it, though. Where do most of us go wrong? Because it we both agree on this guy’s you need to say, yep, stop playing the game. If you don’t have a site, you don’t have a brand. If you don’t have a brand, you don’t have a business, and you’re just another salesperson chasing the challenge, just a matter of time till shift takes you out. And that’s what’s happening right now across the industry. So let’s go through and talk about how many people that have a brand during the shift.

Are weathering the storm a little bit better? I mean, have you ever noticed like everyone who has a site has a lot of content on it? You see, I’m pretty active consistently on social media, their marketing consistently? Like, sure business might be down a little bit, but they’re not starving. Is that a coincidence? Is that what is that? No, I mean, absolutely not. And look, there’s what I always say, because as a coach, in fact, I just had this as a call a few days ago, is that it’s never just one thing. It’s a combination of things that you do from a marketing perspective, right? So let me put it this way. If you signed up with lead pops today and got our website and funnels, that would do absolutely nothing for you. Right, I’m gonna say that again. It will do absolutely nothing for you, right? You got to drive traffic to it, you got to use it, you got to put it in your marketing strategy, you got to have a plan for it. You got to do all these different things. And so what I would say for those that are weathering the storm and they say well, I know this guy knew that his website doesn’t look nice or whatever and we’ll get into that of what matters on the website and what doesn’t but the but the point is is that the people that I see it hands down the people that I see that have weathered the storm that are doing deals in markets where someone else some someone’s telling me oh, there’s no deals that have there’s no purchase business. Oh, really? Oh, then how come you know how come Doug’s got 12 loans in his pipeline, right like and six of those are under contract and in a market that you told me is doesn’t have any inventory and not deals because of marketing, right? And that takes all four

Most people think of marketing they’re think, Oh, I gotta be on social media marketing is flyers. Marketing is Billboards, radio marketing is talking to freaking people at the supermarket is doing anything and everything to have conversations with people. That’s what increased conversations equals opportunities. Right. So like, that’s what people need to understand is the people that are actually doing okay right now is because it’s, it’s a consistent long term effect, right? Like they’re trading on stuff that they did 90 days ago, 120 days ago, two months ago, two years ago, right? Those are the people that are okay, right now I have, I have a friend that just got his loan officer license like six months ago, and here and then we’re in a pretty damn competitive market. And he’s doing deals that I know other people have been in this business for two years that are are dying. And it’s like, what’s the difference? Oh, maybe because he’s on social media everyday doing videos, how he’s talking, he’s going out there, he’s doing anything and everything to create to create a sphere of influence, right. So that’s what people are doing. And yes, driving traffic back to his website, so that you could capture that information.

The only recession proof or shift proof business model is your personal brand, you guys, you can’t like not feed the beast, because when you don’t, and you rely on lead sources or other things you don’t control, like a lot of the people. And I don’t know how you might see this more in the mortgage space. But I know a lot of people who are relying on Zillow leads or realtor.com leads once that market shifts and the consumer mentality shifts, well, you can no longer rely on that source of just independent business, because it just you know, the numbers just don’t work anymore. So you can never rely on stuff you can’t control. And it’s only a matter. It’s a house of cards waiting for when you do that. And I like how you said that it’s a cumulative cumulative that I say that correctly approach to marketing, it’s direct mail, it’s flyers, it’s the picture you have, it’s the consistent of videos you’re doing. And it’s a it’s an overall communication strategy. Marketing is not advertising, is it? No, advertising is a form of marketing. But can you explain the difference so that people see that? Because you can’t you do a little bit of both, right. But

I think people often confuse that. Yeah, cuz so I mean, to put it simply, right, it’s because in look, we could get into the full stack of marketing, but advertising is AP, is that, right? Like, it’s putting your replays on a billboard, it’s doing something at a supermarket, it’s, it’s running ads, right? That is advert to putting something in a magazine or a paper or whatever that is advertising. That’s a part of marketing. But like I said, marketing is you having conversations marketing is, is an extension of sales. In fact, I always like break down those barriers, sales is marketing, marketing and sales, right? Anytime you’re having a conversation, guess what you’re selling yourself, you’re selling your services, you’re selling your products, that is marketing, right? Like it’s putting any type of positive and positive spin or diagnosing of like a challenge and solution to someone so that you can bring them in and help them right. So that’s the difference. Really, when it comes down to marketing and advertising. They’re not one in the same. Advertising is a piece of marketing. But marketing is not a piece of advertising, right? And it’s one of those things, it’s just one comes before the other and if you’re just doing advertising and nothing else, you’re gonna have a hard time. It’s very tough. Very tough, because you’re just, it’s hard. It’s almost impossible nowadays. Alright, so what am I what should I be doing now? You know, like, what, what should I be doing right now? I’m all I create content. Okay, so get really loud gets super loud. What do you tell all your peeps? Yeah, I mean, for, you know, kind of going back to one of the original questions as far as like, you know, what you should be doing is, is, is when it’s your website, and what, when what you think is important or what not? It like, it’s not like, Guess what, consumers don’t care, right? They don’t care about your as much as people like, look, Simon Sinek has done a great job at like, doing the why and having those talks and everyone feels good and wants to hug each other afterward. But guess what? The consumer cares about three things write themselves in the morning noon, and after supper, right? I think Dell Carnegie said that. That’s the consumer doesn’t care about your why that they don’t buy why you do things, right. They don’t know you yet. So they don’t give a crap about you and why you do things until they know you and like you, then they will learn about you and your why and all that other stuff. But instead, people make all these websites to make it all pretty and nice and do all these things when the consumer doesn’t care about that. And look, I have the data because we have 2500 plus customers of websites that I look at the heat maps to see where people are paying their pay attention to and all they care about is above the fold, meaning your hero section which is like your image, video, whatever, you got to have a strong headline, sub headline, a call to action and tell them where they need to go. That’s what lead pops. We don’t focus on making very pretty websites even though we do we focus on conversion, because that’s all that matters. Do you want a nice looking website? Or do you want a nice looking website that converts? Right, I think and if you said if you don’t then get out of the business because you’re going to you’re going to starve right unless you have someone else to speak and a lot of money for you and

And so when it comes to that guy’s like people actually on the mortgage side, you know, for your all your mortgage listeners

get choked up about this. But when the is that you send people to your Apply Online link, we call that apply or die. It’s, it’s the worst thing you could do you put someone that doesn’t know you, like you, or even trust you into an instant buying decision of something that’s going to be their biggest financial transaction in their life.

So like, give me your it’s like, an ask for like, the social security number and like, like, yeah,

why not? Right? Yeah, let’s just let’s just do that. Like, look, guys, like, that’s, that’s not how we do it, you know, we evolve, things change. And so. So that’s, that’s the what you guys got to figure out. And that’s what we focus on. We focus on conversion, we focus on you know, soft, yes. Ladders and stuff to get people saying yes, yes, yes. And then you hit him. And then eventually you it’s just it’s funnel marketing, very simplistic. And then, you know, to your, you know, to your question about content. Look, right now, I’ll tell you right now, who’s going to win in this market, the people with the largest databases with the highest amount of trust, right you want if you want to create a never ending, and look this, this is future proof, right? It doesn’t matter and a down market, up market, middle market, it doesn’t matter where you are, Phil, if you want to have a never ending pipeline, you need to talk to people and put people in your database. And here’s one fundamental rule of marketing that everyone needs to understand. And look, you could anyone could argue with me, debate me challenge me on it, but I will throw right back at him the proof that I’m right, and that is whoever spends the most amount to acquire customer wins. Right?

And if you see that with like, like, look at look at how many, you mentioned Zillow earlier, right? There’s a reason why an agency you actually helped this happen and mortgage providers mortgage lenders to, but that no one gets more real estate traffic than Zillow. Right? And there’s a reason for that, right? Because they spent the money they did what they did they did the you know, the the frog and kind of a slow boil pot. Right, you know, it didn’t know that it was getting boiled, but it did. And then on the mortgage side, same with like rocket right. Even though they’ve been they’ve been knocked down, you know, by UW M. That it’s, it’s they spent money on marketing, right? Zillow spent a lot of money on marketing, rockets, biggest expense is marketing. But there’s a reason for that. So you got to understand that you got to put yourself out there, you got to be marketing every single day because you got to be filling that database, and then understand this very fundamental rule when it comes to lead generation. Everybody’s a lead, but not everyone’s a prospect. Right? And you got to you got to differentiate to everyone, like just talk to someone, they raise their hand and automatically they’re a prospect before you qualify and renew anything to do it. Right. This is sells one on one. Right? So you just got to understand that you’re having conversations with everyone, because you want everyone you can in your database. Because the more conversations you have, the more deals you’re going to do. Yep, books 10 to 15% of the people on your Facebook feed. Following you connect with on Instagram you run across in the grocery store you see at your kids soccer games, and baseball games, they’re moving this year. Most of them don’t know it yet. But all 100% of them have referral for you. In a referral dominated business, like don’t overthink this stuff. But if you’re not thought of first

you that gets passed up, that’s just an opportunity. So like 80% of people I don’t do you know, the number for the mortgage space. I know in the real estate agents 80% of people over it’s like 80, for some like that hire the first person they meet with, you know, what that is in the lending space is similar? It? I don’t know, I don’t know what it is in the mortgage space. I’ve never really i But to me, I kind of take that as like, because I look at look at it this way. A consumer is a consumer regardless of product, right? So I would imagine those percentages are roughly going to be the same because I will say this and you may you’ll probably notice on the real estate side, at large and and in the mortgage space, the retention of that once you do a deal with the consumer, the retention is about 23% or 22% of that customer and I think in the real estate, it’s in the teens last time I saw that you do a good job doesn’t mean that they’re coming back, right? Yeah, well, that’s because people stopped talking to him in the real estate space, like 80% of people forgot their agents name like the agents name, they don’t even know the first name anymore after six months, because we don’t stay in touch with them. And if you’re having a problem with that, guys, I’m going to take a shameless plug real quick you need to get to referral sweet.com All right referral suite.com Because all we do is farm your database and make it really simple. I just need one to two hours a month from you and that’s about it. And people stop forgetting you exist but back to the show.

Yes, that’s it’s crazy that we don’t stay in front of them but we don’t look at past business as future transactions because we’re too short sighted. You don’t spike the football on loan number one you spike the football and referral number four from the person you sold loan when were one four years ago. That’s when you spike the football in these types of relationship based businesses guys, don’t be so short sighted.

it.

Alright, so what do you do now? Give me some advice. What are we going to do with the market? How do I get loud? What do I how do I get more and more conversations? What kind of activities specifically should I be doing?

Yeah, I mean, that’s a good question. And to me, I think it’s like I mentioned the beginning, it’s a combination of things that you need to have a an omni channel, attack writer strategy, and that’s social media. And that doesn’t mean you have to be on everything doesn’t mean you have to be on Instagram, Facebook, Twitter, whatever, every channel is different. For first and foremost, it’s understand where your audience is, right? That’s, that’s first and look, I could even go even back more and say, hey, you need to have a CRM and all that other stuff. But look, that the fact that it’s 2023, and we’re still having the conversation and trying to convince, I’m still trying to convince people on social media, which is stupid, but I’ve also got to the point, I don’t know if it’s my age, or just because I’ve been in this industry long enough. But like, I stopped trying to convince, as soon as I get into any type of conversation, I’m like, is this not for me?

Okay, good, fantastic. There’s no nothing for me to talk about, because we’re already going to lose. And so either you’re gonna lose today, you’re gonna lose down the road, but you will lose, right? And, and so

you need to be you need to be putting yourself out there right in and look, I could get into the stupid stuff of like, hey, you need to be telling stories. And, and obviously, you know, we’re on this podcast to be doing video, right? The fact that we’re still having conversations about the importance of video is freaking ridiculous to me, too. But that’s what you need to be doing and understanding where one understand your audience. Who are you trying to reach? Where are they at? And then what problem you’re solving for them and under and going deep. And I have this issue with loan officers all the time, is that there’s reasons people are buying and selling, right? It’s not simply because they want to move, there’s a reason why they want to move. Understand that because the more the more specific right and personalise your messaging is, is going to be 10x to 20x more effective than what your competition is doing. Right. In fact, I’d say it’s even more and it’s because our competition looks for the least path of resistance, they look for the easy way out, they look for shortcuts, they look for hacks, they want to do anything but work when it comes to marketing and putting stuff out there, right? Or they’ll buy leads because they think that’s deals on a platter. It isn’t right and so and I’ve done this both on the real estate side and the mortgage side, and

so you should be putting content out there you absolutely should be using hyperlocal marketing strategies and your business because people care about where they live. You should also be using email marketing, right? Like that kind of went out of style was starting to go out of style not too long ago, but now it’s it’s made a pretty big comeback. And I’ll tell you this email is your only one to one connection that you’re going to have because guess what you do not you This is why you don’t build a mansion on rented land, right? Like you don’t control Facebook, you don’t control Instagram, every time I hear someone complain about the Facebook algorithm or the you know, the Instagram algorithms like what do you think they were going to do? Do you think they were just going to be free and fun and fair for their entire life, they’re a business they need to make money so just get over it so that but but if you have an online property, you have that one to one connection via email, that’s how you stay in front of it. That’s how you control you track your traffic because if you don’t do that, then you could get slapped by Google with an algorithms change and if you’re running ads, those I remember running like Zillow long form in the beginning when I was doing Consumer Direct, right oh, it was really nice getting those 12 to $14 leads but guess what, when two years went by and those were 60 the ad right and then you’re looking at a three to 4% conversion rate maybe a six to nine month nurture right like that’s real money we’re talking about except but guess what, you just completely went into their basket you are completely dependent on them so you had no you know, no choice but the pay to play none of these companies are evil right we make them evil because of what of the of their practices but what we gave them the power to do it so what are we complaining complaining about beat them right compete don’t just stop doing it. I I have people I hate and it’s crazy to me like I get it on the real estate side. Not really but I do.

On the mortgage side. If you are paying any type of money to Zillow, you are insane, you are insane and your main bread and membrane will shout out to Cypress Hill. They’re for dinosaurs like me, but Cypress Hill, but But it’s insane because on a lender, they’re they they are a lender. Zillow is a mortgage lender. And then when everyone comes back, man, it’s like well, this and that. And I’m like me ask you this. You’re at loan depot, right? Yeah. Malone depot, would you pay movement? Would you pay movement mortgage for leads? Oh, absolutely not. What’s the difference? Extra zero. And so that that’s what I’m saying, Guys, you got to control your traffic. You got to control your sources of income. You got to control where the consumer is going to find you. Because that’s the only way you’re going to stay relevant long term and not be dependent on someone else for your success. Because that’s never a winning formula.

He hit it on the head.

So many people aren’t using email, we’re video emailing consistently, every month, we’re going to 40% open rate. And the videos have nothing to do with real estate or lending or anything. They’re like talking about a restaurant, their community, their local. And it’s just reminders, you don’t need to, like when we’re just there’s different types of databases and

the warm database are like all the list of people who all have the potential to refer or do business with you. And staying in touch with that audience. And those people the 200 to 300 400 people you invite to your wedding or funeral with an unlimited budget on both are the ones that you just nurture and you’re not nurturing, like, just staying in touch with people, if you don’t own your own data, you’re in the data collection business, just like I am, like, I listened to my stats, I want to build my email list because the larger my list or my database grows, the more opportunity I have to sell more people our services. So we don’t in the industry don’t nurture any of the relationships we have. And then they get pissed when you log on the Facebook Like fuck, they just bought a house and they forgot I was in the business. Dude, you gotta like farm these people, you farm them with content, it’s very simple. And you have to nurture and keep in touch with people because it’s a giant popularity contest. Nobody wants to go interview a bunch of lenders or realtors, like, that’s like the last thing I want to do. Can you imagine like, going on a speed dating round with a bunch of mortgage brokers like I’d rather watch fucking paint dry. And same thing with realtors, they just want to know they could trust the first person they meet with will start becoming the first person they meet with you do that by getting really loud, you’re adding value to other people’s lives connecting with people. You don’t have to pitch them or sell your freakin interest rates or, or go see a house and every conversation you have. But you do need to remind them what you do for a living. And that’s very simple to do.

Well, that dude, very well said, Any closing thoughts

you have here for people? Yeah, and you know, I’ll put my coaching hat on here for a second is Look, I told you what to write down in the beginning, which was you know, just because you’re making you’re doing business doesn’t mean you’re losing business. And I’ll tell you this is you gotta write, it’s kind of like a Venn diagram, you gotta write two circles. One is what you want to hear and what you need to hear, right? And be very honest with yourself and what you want to be told and what you need to be told, right, and then the intersection of those two, that’s where the gold is, right? Because that’s something that you’re going to lean into and do. And if you don’t find that, then you got an issue, and you got it. And you gotta kind of audit yourself on what you’re doing. But you know, to a lot of the stuff that we talked about, about, you know, being you know, one is the nurture processes, you should be spending as much money, if not more on your retention, and your post close as you do trying to acquire that customer, right, you spend more money on the people you do know, as opposed to the people you don’t know. And we don’t do that at all. Because it’s not sexy. It’s not instant gratification. It’s not instant ROI. So we you know, we forget about it, we leave it to some you know, crappy CRM post drip about winterizing your pipes, pumpkin pie recipes, you know, fall back, spring forward, all that other nonsense that turn back the clock and turn back to you know, we’re, that’s not going to keep you top of mind. Right. And that’s why that community piece is so relevant is because as as a sales professional, especially in a community, is that is that you all you care about is attention and awareness of who you are. That’s all you should care about. Right? It doesn’t have to be about your house, or being a mortgage professional or any of that other stuff. Right? Yes, tell them what you do make sure that that’s part of your content strategy. But if someone just does did it, if you just sold someone’s house, right, they don’t care about the rest of the houses you’re selling or any of that other stuff, right? You got a segment that database and talk to him about stuff that they’re going to care about, right? Because one of the things that we have going for us more than any other sales profession, is that we that we help people achieve dreams create stickiness, create generational wealth, right fame, you know, really create happy situations that go to the emotion and heart. So there’s automatic stickiness there. So the only reason that we screw that up is because we screw that up. Right? So that you know, so that’s what’s super important to all you guys know, you know, for all you guys to know. And then this is the last thing that I’ll leave you with, is that you got to understand that your marketing starts before that consumer consumer even knows who you are, right? That is when your marketing starts. Because you never know when they’re saying and before you could tell me that you sold something over list and over the last two years. Congrats, I’m sure that was very hard. But like, you know, doing stuff over list, you know, sell stuff in 10 days, bah, bah, bah, bah, bah, before they’re to close the credit clinicals before you can tell me any of that. I have to know who you are. If I don’t know who you are, then you’re not relevant. Right? And don’t let the last two are 2020 and 2021. Don’t let that unicorn yours fool you into thinking you have something that you don’t and look Don’t Don’t get me wrong. I say all of this out of passion and love for this industry. I mentioned my story in the beginning. I’m here for life. And so I want all of the true professionals to win.

But here’s the thing gotta understand is don’t let those things for you. Right? You got to understand that the markets are going. And we could be in a market like this. If you look at historical data, and look, everyone wants to be rosy. Everyone wants the interest rates to be what they are, and inventory and all that stuff. If you look at swings, this could be a five to 10 year swing of being this being the normalized market. So guess what? Guess what? Get dressed, put, roll up your sleeves, put in the work and do what needs to be done. But marketing is going to be the most important thing that you do for your business from now on going forward. Why don’t you tell them where they can find you guys? They want to learn more. Yeah, if you guys want to, you guys could always look I’m all over social media. So you know Frazier real I’m the real cmo on all social media channels. And then you can also check us out at lead pops.com. Appreciate it folks. If you’re going to struggle with what to create Why don’t you join the next content creator challenge you can visit www dot real estate content creator challenge will give you 30 days of content was from video email to memes to creating short form real to long form videos, you’re actually going to take action do them, learn how to do them. It’s not as hard as you think it is. But that’s why we do these challenges. And it’s only $49 to go ahead and visit WWW dot real estate content creator challenge.com and join this month’s challenge which starts on March 14. Dude, appreciate you coming on to the show. We had a great time. Folks. Listen, this is like feel like we speak the same language man keep it up and folks just take action. Get Loud, start creating a whole lot of content. It’s how you start marketing its content marketing, make sure everyone when they think of real estate or lending thinks of your name. When that term comes up, and as long as that happens, you will always attract business despite market conditions. So you guys next week, thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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Being yourself can be difficult, especially when you are worried what other people think of you, but it’s important to be authentic, even when you can’t help but wonder how you are perceived.

Three Things You’ll Learn in This Episode

• Why are we so afraid to put ourselves out there?
• How to overcome the fear of rejection.
• What being authentic looks like in the marketing world.

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Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

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Transcript:

So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started. What’s up, ladies and gentlemen, welcome to their episode of the real estate marketing dude, podcast, folks, what we’re going to be chatting about today is not bringing on a guest, we’re gonna be doing a little bit of training and coaching during this podcast. So if you are sitting down, I’m gonna have a little bit of exercises for you today. But what we’re focusing on is, does what people think about you really matter? And this is something that, you know, I see quite a bit like, in for me, too, you know, if you guys listen this podcast for a while, you might not think I’m a very shy, or I really care what anyone else’s opinions are of Me. But the reality is they do. And, you know, sometimes when you get out there, and you put yourself out there, you might get some hateful stuff in return, you might have some people talk crap about you, or some people say some things that are going to hurt your feelings. So how do you react to that? Because what we’re chatting about today, how do you address all of the haters? If you are getting some? And how do you overcome that whole thing about? Hey, what should I, you know, I should I really put this out there, like, When are people gonna think about me? Oh, my God. So if you have any of those reservations, this is the show for you today. And what I wanted to do was just sort of focus on, you know, why it’s important to create the content out there. And what I see is the number one reason why I believe that people don’t put themselves out there is because it’s not that there’s so much they know what they want to say, but they just don’t know how to say it for themselves, if that makes sense. And it’s sort of like, okay, yes, I know, I want to market my business. I know, I want to tell people, I’m in real estate. But how do I do that without being a total douchebag? How do I do that without like, feeling like I’m begging for business or, or selling my services, or annoying people, because that’s what I don’t want to do at all. And that’s normal to think that way. Guys, we’re human. I mean, that’s how human beings think it’s a natural reaction. But what, when you really grasp what it is you stand for, and you really identify your brand. You don’t think twice about posting that content, right. And this is the importance of really dialing in your brand, your brand strategy and creating content, because it is very hard. If you don’t have a strategy in place with why you’re creating content in the first place. Well, it’s very hard to get yourself out there to begin with, and then to do it consistently, because over time, it’ll eventually die. And if you are planning to build a brand, you have to create content, you have to create content in today’s age, to build a brand. I mean, it’s the only thing that keeps yourself out there. See, marketing isn’t advertising, like when I’m doing this podcast right now, I’m not trying to. I’m trying to add value to other people’s lives, like I’m trying to give you tips. And the reason why I’ve been doing this since the last seven, eight years is because, one, I have fun doing it, too. It allows me to express my voice. But the most important reason is allows me to serve my audience. It allows me to keep contributing in a value added way. And there’s a reason why my topics and the marketing or the topics and the things I talked about are all related around marketing or lead generation, because that’s the niche that my marketing is so like, for me, I just talked about marketing stuff all day, because that’s what I do, like my audience might do people that buy our services, or hire us for video or need me to help them brand them or whatever they need for content, they come out to me because I’ve met them through creating content. And if I never created content to begin with, I would never be anywhere to begin with content is the only thing that saved my career. And it’s the only thing I see that keeps people present in today’s day and age as well. And one of the biggest problems that like, you know, is that someone who is not on top of mind is always passed up on. And you know, when you decide and you realize what your mission is, what your goal is, when you know what your brand is, it’s very easy to create content consistently. And you’re confident about it at the same time. So when we people are generally nervous about what they’re going to create or what they’re going to do, most times that is solved simply by literally spending time developing what that strategy is going to be and when you spend time where keen on your content, it’s not so much of what you’re going to be creating content on. It’s how that content is going to be consumed, viewed or perceived as so for example, if I know, I want to give you guys some examples of put this in here and why it’s so important to do the Brandon, and we just did a content challenge. And if you guys are interested in learning how to create content, I want you to go to www dot real estate content creator challenge.com. That’s www dot real estate content creator challenge.com. This is a training I do every 30 days, it’s $49. And it’s a three class session where we’re going to show you essentially how to create all the content in the world, through video, email, through social media, still images, video images, there’s a lot of different forms of content, but it’s how you create your content that people relate to. And that’s why it’s so important to do your brand. So if you’re interested in learning, and you don’t know what to do go to real estate content creator challenge.com. And sign up for the next challenge, depending on when you’re listening to this episode. But, you know, let’s go through an example of here. So let’s just say this is the easiest one that everyone always understands. When I explain this, this is one of the points we come on. In the challenge. We go, Hey, how do you define what your brand strategy is? What’s your content strategy, which is really what we’re doing? So what I like to do is I like to reverse engineer that content strategy. And how I do it is I go, Alright, who do you serve? We all know we sell houses, or you do loans or something like that. But who do you serve? Who do you pretty work with like, because your brand strategy should be an average of the last 10 of your clients. So if I’m here, I’m here in San Diego, it’s a big military town. And a lot of realtors and lenders here, I see a lot of them have a great niche in the military, which means they’re doing a lot of VA loans, VA financing. So if I wanted to create a content strategy, let’s just say I want to talk about real estate, well, I would do it in the form of a bootcamp and I would be disciplining them and making wise financial advice, because that would be very brand, I would very be very on brand for to speak to that audience, it would it would show people wanted speak exactly to who I’m already marketing to. It’ll speak right through my authenticity, because I’m doing that. And it’ll call out who I’m trying to reach. But I could also create a community series, but I’m probably talking about neighborhoods near base, versus like, the highest most expensive properties in all of San Diego. I could go out in the community interview businesses that are veteran owned, I could create a giveback program and give back to the Wounded Warrior Foundation with every closing I had. But each one of those examples I just gave you are all pieces of content that can be created, whether you’re doing them on video, whether you’re creating a case study in the long form post on social media, whatever it is, everything we do is content. And I think what people don’t realize is that that’s so true is that everything we do is content, they don’t realize that everything there can be doing in terms of marketing is just capturing the stories that they’re already living, and display knows. But everything’s got to be intentional. If it’s not intentional, a lot of times it just falls on deaf ears. And there’s a lot of different types of content to create. But when you want to create content, that reminds people, you’re in real estate, and you want to create content that leads to clients. That’s the key is having it reminded people you’re in real estate versus having them having to tell people you’re in real estate. And there’s a major major difference in that. So what does this all have to do with coming back to like, hey, like we started this podcast about like, how do you overcome your content creation fears? And how do you overcome your fear of putting yourself out there? Well, the answer to that is you have to dial in your branding strategy, because once you’re confident in what you’re doing, and you’re excited about what you’re doing, the content creation part comes pretty easily. See, we have people all the time, they’ll be like, Hey, you get people get so nervous to film a video and, you know, we get these videos, we get these phones on our pocket, it’s the best tool you can have in the world, you could literally run your entire business off it, I’m doing it right now. And you don’t realize the power that this phone could capture and the power how much business your little phone in your hand or in your pocket can create for you if you know how to use it. Because the best content you’re going to create is not the ones you plan. It’s the ones you do on the fly. Sometimes, those stories come out when you’re in action. But you got to remember that all your years living a story, you got to pretend your life is a reality show. And when you dial in your strategy, what you’re really doing is just recognizing what you’re already doing is all content. That’s what I’m really good at. I tell people here and they don’t realize what already was already content. So you should never be scared to put yourself out there because when you’re creating whatever it is that you create, whether it’s a video or whether it’s a post, whether it’s a picture of you and your bathing suit, doesn’t matter.

You don’t have the act of creating In the content itself, whether you’re taking the picture or whether you’re creating your shooting a video doesn’t have to get posted, if you don’t want it to. So therefore the act of creating the first place should never make you nervous or anxious or any of that. Because you’re always in control. The second thing I tell people is, hey, do you realize that if you really like, let me ask you a question. Are you the right realtor or lender or investor for the job? Like, are you the best one in your market? And I hope all of you answered yes to that. But if you didn’t, then you don’t deserve my business. But if you answered yes to that, then it becomes your obligation to scream it from the rooftops and let everyone know that you’re in open for business because you do that good a job and anyone who takes pride and passion into what they do. Their job is to help more people or sell their shit. That’s why we exist, we exist, a business exists to help other people. And as long as you believe that you help other people, then you need to scream it from the rooftops. And that’s where content creation comes in. Because creating content will lead to clients. It always does. Because it’s just allows you to keep having more conversations. And with more conversations comes brand, trust, authority, and ultimately business. And that’s what content does. But it all starts by really dialing in and defining what it is that you’re going to create. Who am I? What do you do? How do you do it is more important, because that’s what people resonate with. They’re not listening to what’s coming out of your mouth, they’re looking at your body language, while you’re saying it. They’re listening into the tonality of your voice, whether you’re going up or

down like this. So that’s what people

are remembering. And I want to encourage you this weekend, when you’re scrolling on social after you sign up for the real estate content creator challenge.com. Before you tend to the real estate content creator challenge.com, I want you to think about who do I serve? What do I do? And what do people look at me for because that is the basis of your content. If you’re selling all of your houses to a bunch of doctors, well, I’m gonna go diagnose the real estate market. If you’re selling all of your services, in the fitness industry, because you’re just like a Pilates instructor or something, that’s great. Well, let’s get fit. And let’s give healthy real estate advice. Or maybe you’re a military person. And that’s great. Let’s bring a very disciplined approach to the real estate process. There is a way to out brand and out market because I this is so important to me that I don’t believe you have a business if you don’t do this, at least have one longing last longevity, because there’s a difference between running and working in a sales job than there is to running a business. And if you want to continue to chase chucks keep selling your shit. If you want to build a business and actually have something that you could control that is not reliant upon any type of lead source. That is recession proof. And it doesn’t flounder in the shifts like we’re experiencing right now. Well, you got to build a brand. There’s a difference, build a business or build a brand. They’re both sort of the same thing, but not always see a brand will lead to a lot of other opportunities that a business never will. I’m living it every day. So my advice I want to keep this week’s show short, is that dial in that content strategy, because the content strategy creates the brand, the brand creates the top of mind awareness, the persona, and the presence within the local community and amongst your database that attracts the clients in in this market right now, while everybody else is like, Oh my God, what’s gonna happen? I’m scared. What’s gonna happen next, what’s gonna happen next, most people are pulling back folks. And the ones who don’t go double down, especially on content right now are going to be the ones that create, prosper, and you’ll see them building teams within the next markets. That’s my prediction. So closing advices you will have to create content. It’s no longer optional. Start creating, start doing it authentically dialing in the way you’re doing it. If you need help with that, take the content challenge or hire us hire somebody that there’s a lot of people that can help you do this, and throw yourself out there and do it consistently. And do it for six months, right into the show. And tell me what happened. If you have a story about this, I’d like to interview you reach out to me at real estate marketing do.com And I would love to have you on next week’s show or a future episode, but create content. You can’t do that without diluting your branding strategy. Once you do it, do it consistently. This is not rocket science. And what you’ll see is you’ll stop worrying about what you’re saying. He won’t care after a while, you’ll just keep going. And that’s what you should be doing. It’s your obligation. Like I said, If you believe you’re the right person for the job, you have to be you have to throw yourself out there. Otherwise, in my opinion, you’re not the right person for the job. Appreciate you guys listen to another episode of the real estate market to do podcast you can visit us on our website, leave us some reviews, and follow us on YouTube, Facebook and Instagram. And if you’re interested in taking the challenge I mentioned you could go to www dot real estate content creator challenge.com And that challenge will be next one coming up March 14, but check based on a time where you’re listening to episode to see when the next one will be. We’ll see you guys later. Have a good one. But thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Transcribed by https://otter.ai