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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 podcast folks we’re chatting about today is we’re gonna go into branding. I want to talk about the importance of branding. I’m gonna tell you guys a true story. The guests that we have on today, I’ve never met him before I met him, what, five minutes ago. And we get pitched all the time to get on the show, I probably get four or five, six different inquiries. Hey, can we get on a real estate marketing podcast? And there’s a lot of these podcasting companies that just book other people. And I always look at I do always usually do a quick glance, like, I’ll look at an email. And I’ll do the quick summary on the individual, whether it’s a business and I’ll be like, are they trying to sell their shit were they trying to do here were they really want to get on the podcast for and they only look for people that offer something that they could teach your audience. And I knew instantly when we got this guest on. I loved his branding. It resonated with me, it spoke to me, I didn’t have to look anything. I just looked at the branding and the name of his company. And I’m like, book them, because I understood that he knew what attention meant. I understood I could tell that he knew marketing very well. And he had me at Taco. So you know, what we’re going to chat about today is branding. And our guest today runs in apartment locating service. If you’ve been following the show the last couple of weeks. I’m telling everyone the riches are in the niches in a recession. If you don’t think a recession is coming in is coming. We’re about to get our asses handed to us. And the people that are going to be ready to adapt to that market will have the best time ever, but those that are not working on their systems, their business, what they’re going to do in 2023 right now you’re gonna get your ass kicked. I’m warning you right now I’ve been in this market before. I’m trying to sound the alarm because there’s two areas I want you guys to concentrate in. I keep saying this every week one is going to be on your database on your database that’ll get you through the recession. Number two is pick a niche. The riches are in the niches especially in a recession. And one of my top agents I’ll tell story for introduce our guest, one of my top agents back in the day. Remember, this was like 2008 2009 Her name was Lauren Chu. She’s in Chicago. Lauren, if you’re listening, shout out to you. When 2010 11 Exodus 2008 2009 I was looking for more agents were crushing short sales, we took on a niche. And we started adapting to what the market was given us. And we went to where the transactions were occurring, which was the distressed market. Lauren at that time, I went out and recruited her cuz I knew she was a good agent. But her business was struggling. She went into the apartment niche, and she started renting apartments and she was making 20 grand a month just in the recession, she was making more money renting apartments and she was selling condos in downtown Chicago. So I tell you guys this because you’re gonna see a lot of niches come up. And don’t miss that opportunity because the riches are in the niches in a recession. And that’s where we’re headed. So without further ado, we’re gonna go ahead and introduce our guest today. Mr. Alexander concepts she on that say correctly? Yep, perfect. Why don’t you tell everybody who you are. Give me a little bit of intro what you do, and I got all kinds of questions for you. Cool. So

yeah, my name is Alexandra Concepcion. I run an apartment locating brokerage in Texas called taco street locating primarily based out of Austin. But I’ve got satellite operations over in Dallas in Houston been running the business for about five years close over 400 deals so yeah, kind of just stuck to this one niche and taken it as far as I can make it.

Do you do any sales? Are you just doing just leasing?

I don’t do any sales. Love it.

It’s smart. Like we get into this thing where agents like Oh, I gotta sell because we see Josh Altman on Bravo and we think we have to go out there there’s there’s a lot of ways to make money in real estate guys. And it’s not always where it’s not always like being the sales leader of the industry. There’s a lot of like silent killers in this industry. Alright, so let’s get into this for I got to talk about the branding, because that’s what got you on the show. And it’s what I think you probably my guess is when people then you have to go look at his website, right? It’s called taco Street. locating.com. And first off what I loved about it was like, I’m like, taco Street. Like it’s just so different, and that it stopped my attention. I’m like, fuck, but from Taco street locating, I understand so much about you as an individual. You know what I mean? Like I knew you’re outside the box, you’re probably a little bit of fun. And I could have you could have came up with anything you could have done. Apartment finders, Austin. And you could have done blink, blink, blink real estate, apartment finding service, but that all falls on deaf ears. How important was it? If you look in hindsight of strategically picking that name versus going with other and did it push the needle?

Oh, man, I have so many things to say. One won’t back at all. The first thing was, I kind of just wanted to amuse myself. The idea of having a taco theme business was too absurd not to do. And I think and I think it actually makes a lot of sense. Like, I don’t know if you’ve been to Austin, but it’s an amazing food city. Taco city. I don’t know if it’s going to Chicago. But you go to any street, you can get tacos. And you just flip the words around. Street taco, taco Street. There’s the brand

100% Yeah. Did you are you like a taco fanatic yourself?

Yeah, I’m, I’m a food fanatic period. Yeah, I try. I’m like a low budget Anthony Bourdain. I basically use this business as a conspiracy for me to travel the world. And do Anthony Bourdain type things. So yeah, it was one just I think, for my soul important that I could bring my actual self to the business, instead of some manufactured personality. I couldn’t, it’s this is the only way I could have done it. But the real like strategic reason is I think of everything in survival first framework. And when it comes to branding, reputation, I have to it stand out or die. Yeah. Because I don’t believe in competition. Because if I approach things with a competitive mindset, I would look at what other people are doing and try to outdo what they’re doing. But the reality when a client based business like this or any kind of anything, any business The trophy is a person and people have choice. Yep. So it’s not I’m never gonna get beaten by another business. The my risk it’s not being chosen. So the strategy is how do I make myself a replaceable or less replaceable? And so that I have to do things other people can’t or won’t do.

100% you guys listen, replay that back like and just what he just unpacked there was quite a bit. First off, he says, Look, I needed to adapt my personality in the business. So basically, I can be excited about it. I needed to reflect it and I want you guys to look at your own real estate business right now the exact same way. Are you really marketing your broker’s brand like I see us all the time in real estate you probably see it in Austin quite a bit where people are like, I worked for Cole banker, I worked for exp like exp like like there are so many agents I have a hard on for exp right now. And nothing bad. They’re running a great organization. I’m not talking trash about any of it. But they their marketing. And they’re really smart and how they they built the culture around it, where they’re just pumping exp at exp right now is an energy. Real is like an energy. People are joining these companies because of the energy and the buzz and what they stand for, not what the name is. But when it comes to a consumer facing side, I just did my podcast last week on this 96% of consumers are going to hire the individual not the person they hang their flag with. Which means that if you’re out there if one if you don’t even have your own branding or logo, like you’re way behind the times, you’re an individual and just because you work at a brokerage doesn’t mean you don’t have your own brand 96% of people are gonna hire you over though brokerage. And that’s in this type of business like people, whether you’re looking for apartments to go rent or your houses buy, you’re gonna do it with someone you can envision working with, right? You have to first form that connection with people before you get the opportunity to serve them. And that’s why branding is so important. If not, you’re just like, like going to Syria, like I look at real estate agents today is just like if you go down the cereal box line and you just go into cereal at the grocery store. There’s a million different cereal boxes, right? But the cereal box aisle I’m talking about is the one at Aldi that just says cereal. There’s no branding on any of them. Right. So what do you think? When you What do you tie in this taco street into your customer experience to do you guys have systems in place that like like you buy them taco gifts, stuff like that, like walk me through sort of beyond the brand, how do you live it through? How do you create that I experience in an apartment finding service.

Yeah, it’s, I take people off the tacos all the time. And that’s part of that’s a lot. It’s a big, it’s a fun part of the business is I get to be someone’s ambassador to the city. I’m often the first person they made friends with when they moved to a new town. So I get to spend time with them one on one, shop around town, get tacos with them, or whatever. And there’s a part of the process. There’s a lot of food theme things in my process. One of my research phases is something I call an appetizer list, kind of just a beginner research phase. I’ve got really good food guides. On the taco street website, there is something I built called the mega map, which is basically my entire brain in digital form, at least when it comes to Austin. So it’s like my food recommendations, my apartment recommendations, pretty much everything.

So you’re creating a lot of content around this as well. You’re not just like waiting for people to come to you. You’re like out there, creating content bringing people back. And what do you take in like the positioning of a tour guide? Like you said,

Yeah, I’m sometimes it feels like, I’m an overpaid tour guide, which I’m totally fine with. But one thing I’m strategic about is something I call front end value. Compared to like back end value, and like back end value is like, hire me first, then I’ll help you. And that’s most service businesses. Whereas front end value is I’ll help you first and then you’ll hire me, because you trust me. So one thing I figured out was I was having the same conversations over and over and over again. And I’m like, what if I just made videos about this. So I made videos and blog posts that basically take the conversations I have over and over again, and just digitize them and promote like another functional standpoint. It gets the information out of my head and into the business. Again, it’s, I think of everything through like a survival first standpoint, and a primary function of that. It’s my website, my YouTube channel, my blogs are basically backup data storage for my brain.

Yeah. And you’re, he’s you guys, he’s repurposing everything. So like, I’m on his site right now. And you’re looking, I’m gonna give you a couple of the, like, if you’re not creating content, and you have to create content, it’s the basis of this podcast like we create content, real estate marketing dude, as a video content creation company, for people in the real estate business. Right referral suite, which is our software is a content creation company that helps agents farm their database through direct mail, video, email, and social media. That’s a little shout out and plug if you like what you just heard there, go and visit either site. But what he’s describing to you guys, is the basis of content marketing, and content marketing, if I started, this is the baseline of our whole brand is I started this in 2013. This podcast started in 14 2014. This is content, right? Like and we’re doing this, like, I don’t want to do this podcast right now. Right? I’m enjoying talking to you. But it’s another jour i have to do but I do it because content creation is part of my job. And we’re gonna give a bunch of cool, valuable tips today, to everyone who’s listening. We’re doing like 30,000 35,000 downloads a month. And some of those people that get that tip, they’re gonna go to Alex’s website, and they’re going to click on it, and maybe somebody goes even moving to Austin, some might reach out to Alex, but hey, can I join your team? Right? But that’s because he’s creating content. First, I’m creating content first, to establish and receive the permission to ask for their business, or the opportunity to have a conversation about their business. Without content, it’s just a sales pitch, isn’t it?

Yeah. And another functional thing that happens. It’s my first calls used to be like 2030 minutes. But nowadays, buy a ton people get to me. And they say, Hey, I watched your videos. I read your guides. I’m like, Oh, you’re hired. Great. I know I’ve one. Yep. And that would have been like a half hour sales call is like 510 minutes. And it’s the same result. Because I don’t need to buy their trust. I don’t need to convince them. They’re they’ve already they’re already sold. It because yeah, Have a see me as a person as a human. Like some corporate robot, oh, I It’s relatable. I like this guy. Yeah,

just relatable like people like, oh, I can trust this guy. Your website, folks today is your business card people aren’t visiting your website to look for properties for sale, they’re visiting their website to interview you without speaking to you. And the more content you have on there you write, like when people join our services either already, if they already know me, and they’ve been on the podcast, they’re like 80%, more likely just to sign up on the spot. If it’s a stranger, and they have no idea, the brand, the closing ratios, and their playing ratios are just way less. And it makes sense like people want ultimately people just want to know who they’re working with. I was just doing some stats on this when I was working on a presentation. And it went in it was to the tune of regardless of the age groups, it was over 80 It was like 78% 8180 to 85 79% different age groups of people hire the first person they meet with, because nobody wants to like go out and be like in there. Everyone’s like, oh, I need a super duper listing presentation, I’m going up against other agents like on a listing presentation, only, like less than five less than one or 2% of people interviewed three plus agents. It was like less than 4% interview two or something like that most people just close with the first one they meet with so folks make it easier to help make up their mind. Right, all you need to do is humanize your brand. Let people know you know what you’re doing. And that’s 99% of the battle. This is not rocket science.

Yeah, and there’s a few other ways I think about it. With taco street, I own the brand. I’m not renting another company’s brand. And I think ownership of your core assets is one of the most important survival protocols you can have. Because my brand contains my reputation. And that contains the relationships I have with my clients and the way people feel about me. But yeah, not renting another brokerages brand I’ve never yeah, I’ve just never been into that.

Most agents today like so many agents don’t even have a website. And then they just use the you know, the the website on their brokerages page, which is great for your broker, because you’re building their brand not your own. It’s the same thing as like when an agent has a sign, or listing, they go out in they put their broker just sign they have none of their own brand name. Well, you’re just you’re empowering your brokers brand again, you need to put your personality into this stuff. It is so so important. As long as you’re playing the long game, like there’s a difference between agents running, you’re running a business, dude, you get it? Right, but most agents are just chasing a check. The difference is, is everything you do is for the back end of the business, even if it’s content, like he’s not just creating a video like he’s spent all this time building, if you go I’m on a site right now he spent all this time building this mega maps thing. And then when he started, you know, if you look on this on his website, he has like 33 listings 51 listings at 60. There’s a ton of content that he has here. But he had to start somewhere. You started with the first one, right? That’s the people’s biggest hurdle. Everyone wants to get to where you’re at. But no one wants to put in the work to do it.

Yeah, I see that a lot in apartment locating. The thing is apartment locating isn’t hard. But it’s also this. What makes it easy also makes it hard. And a lot of people just don’t do the basic foundational work to get ahead. Yeah. And there’s the training isn’t very good. Most brokerages wants you to be more of an employee than kind of running your own ship. Yeah, it’s a lot of nonsense going on in the business.

How are you finding most of your clients now? Like I know, I’m sure a lot of people find you online, your YouTube channel and all that. But like when you started out, like where did you start? Where did you find clients when you go when you started for anyone that’s like, it sounds like a good idea. But it’s such an uphill battle. How am I gonna get there by starting right now? Dammit.

Yeah, that’s a good question. Early on, like the first few months I was using like Craigslist, just to find leads. But nowadays, there’s a lot of like good syndicated advertising platforms. You can either pay for them or like just post a bunch of ads. That’s something you can do like now and get leads that way. It’s how a lot of people start off. A lot of people start off doing that, but never really go to the next step of building their own brand getting their own reputation. So there’s a difference. There’s so there’s Something I make a distinction between rented marketing channels and owned marketing channels. So early on, I had to rely on rented channels that I didn’t own or control like Craigslist or parkruns.com or whatever. And those channels like they’re powerful, but they’re fragile. And I knew in the long term if I wanted to control my business and really own my business, I needed to own my marketing channels. So that’s why I invested early on in the website because I knew I couldn’t just rely on these other channels I didn’t control so now my website generates a ton of leads. And like people that the if you want to have a little bit of fun, the the lead form that I have it’s pretty fun to go through. It’s It’s fun, it’s silly it’s very effective. Yeah,

it’s different. Yeah, here I’m going to do it right now walk people through it Yeah, I was just like a type form.

No, no, I used to me way better so called involve me. Yeah, cool. Yeah, it’s fun. It’s really customizable.

Everything about his brand you guys when you go on his site is like so onpoint like everything like there’s tacos in the background? No, it’d be really fun like if you were to do like, like preview listing shoots and just had like the taco like, what would this taco look like in your kitchen? Oh, man, that would be so fucking fun like if you had if you just had like the like the kitchen but there’s just a taco like a listing tour but there’s just tacos everywhere. But just like the tacos in the amenities the photos there’s like a taco in the pool drinking chillin there’s a taco in the gym working out there’s a taco like all over and all those amenity things like that would be that would fucking crush.

Yeah, I’ve only got like the tip of the iceberg of what’s

got so there’s so many different things you can do talk of trucks. Tell me what else you’re doing. What so give me some of your outside the box. So you got this brand new. You got all this? Give me some like the crazy shit you’ve done? Like, what kind of any events you had that were like super duper successful, like any anything outside of the box. And you’ve they started doing that. Good or bad?

I haven’t really done events. The funny thing is, I’m a lot better at branding and then I am a self promotion. You won’t see anything real estate related on my Instagram. Yeah. For what, for better and worse. I’m more of a product oriented person. Which gives me a different perspective of the business. Yeah, whereas like, I want to make sure the thing is as good as possible, in this case, the website or the actual service.

Let’s unpack that really quick. You just had something on the fucking head and it was huge. Branding versus self promotion. This is the name of the game right here. Um, are you an introvert? A little bit analytical.

I’m a lot of things. I wouldn’t say I’m an introvert because I actually love being around people. I’m very introspective. Which means I’m in my head all the time. I just have kind of a different way of thinking about it. But yeah, you put me like in a party in a whole like big room. I’m probably gonna like wallflower to the back. I’m not giving me like the center of the party super connecting with everyone. So don’t feel

Yeah. Yeah. Here’s, here’s everyone’s biggest some branding versus self promotion. Now, you created taco street locating and you have no problem screaming taco street reload or locating from the rooftop, right. But it would probably be a lot harder for you to market this if this was called Alexander Concepcion. Yeah, because it’s your personnel. And that’s, that’s the number one problem that everybody has in creating content, is they don’t realize most agents will you first you have to identify a brand and something you stand for. You got to find that one thing. And Alexander’s world it’s tacos in my world is dude, what is that one thing for you. But then secondly, is you have to scream it from the rooftops. And in real estate people don’t realize that this face you have here this thing that God gave you is the brand. And the more you put it out there, the more business you’re gonna get. But most people don’t see themselves as a brand. They see themselves as a father, a dad, they see themselves as a sinner, whatever they may be, they don’t look at themselves as a brand, but 96% of people hire you, not the brokerage you’re with, therefore you are.

Yeah, so there’s a few ways to think about that.

I’m the same way it’s easier for me to market real estate marketing dude than it is for me to market Mike Cuevas because I hate self promotion. I hate like I don’t even take that many photos of myself on social and I’m not shy, I just don’t like, say me, me, me, me I like saying I want to give to you more I want to pour into people. And I struggle with that as well. But what branding versus self promotion you have to realize is that once you identify your brand, it’s all promotion. 24/7. The difference is, you’re not doing in a in a in a sales type way you’re doing it through story through marketing through content. self promotion is saying buy, buy, sell, buy, sell, buy, sell, buy, sell, come rent for me, come rent for me, branding and marketing is don’t forget I exist. Oh, by the way, here’s what I can help you with. There’s a major difference in within, in that you guys very well said. Sorry. I don’t mean to cut you off. I don’t know where we’re at. But that was super good point you made. You were getting to like anything crazy. You did, I believe.

Um, I don’t have a lot of crazy stories and apartment locating honestly, it’s a it’s a, it’s a low drama business. Transactions are fairly straightforward. Things don’t get crazy, like they would in traditional real estate sales. So there aren’t a lot of experiences that stand out as like, really, off the grid wild and crazy things. If transactions don’t go through, like, Yeah, it sucks. For a lot of them, like, yeah, I have a great time with a client, they apply to an apartment, we hang out. A lot of them I’ve become good friends with. But overall, it’s not a high trauma business. Which is a big reason I do apartment locating. It’s because it’s just a lower stress lower. It’s just less of an emotional roller coaster.

I hated real estate.

Right? And I don’t plan on getting into real estate sales. I’m planning on sticking to apartment locating. I like the brand that I have. I like that the brand is something people like that it’s unique. It’s a valuable resource for people moving to the city. But yeah, it’s given me a lot of joy and pleasure. Realizing that I that my crazy ideas can work. And if more than anything else, this business has been a canvas for my creativity for like my weirdness and silliness. And for that I’m just really grateful to what the business has been for me.

It’s awesome. Love it. It looks like you’re enjoying yourself, man. I mean, you could hear it. He’s like he’s living his brand, folks. This is how it’s done. Alexander, do you have any closing thoughts? For anybody?

Yeah. For anyone thinking about surviving the upcoming recession apartment locating is a great niche to look into for a wide variety of reasons. Yep. I could explain a little bit more if you’d like.

Yeah, go ahead. You have a you have a course up where you could for those you guys I want to take him up on it. Go ahead Tom a little bit more about it.

Yeah, so there is a website that I have called apartment locating mastery.com It’s basically a how to guide on how to start apartment locating and I’ve got a free basics course that just explains what the business is how it works. So you can decide if going down this rabbit hole is worth it. Because it’s not for everyone. And the last thing would want to do is try to get someone into the business who shouldn’t be on business. Yeah. But ya know, it’s uh there’s I’m not really worried about the recession for myself. I wouldn’t

you’re good. Yeah, at least things gonna be up you’re in a good spot. People are gonna have to live somewhere you’re out you’re all good. You’re safe. No doubt do it I got I just want to market tacos all day so good. Well, hey, why don’t you give them that site where they can find you and then we’ll get this rep.

Yeah, it’s the brokerage is Taco street located golf COMM With the apartment locating training course is apartment locating mastery.com

Appreciate it man. Appreciate your insight. Folks, take what you get here today. You’re in the fourth quarter. We’re getting to that holiday season. Regardless of what the market is each and every year when thanksgiving to New Year’s. This is the time to work on your business. Generally things are a little slow but probably extra slower this year. But with the holidays this is true in any market regardless of what it’s doing. Spend some time to work on your brand like if you guys need help, will brand you this is what I do. I’m happy to tell you who the hell you Learn how to market it. But you got to make the time you got to invest in your in yourself not only just with money, but strategy, like that’s the most important part of this business, the brand is everything. Because the rest is just a commodity and most people are asking themselves What the hell is the difference between you and your competition? Is it that you do it when a taco away? Or is it that you do it in your way, like whatever that is, that’s what people remember. So thank you for sharing that. Very good. And folks, if you have any additional questions about video marketing, or you’d like to check out our new software, please go ahead and do it. It’s called referral suite.com That’s referral suite SW E T. And we just launched it and it’ll put you on a map and make sure everyone that you know doesn’t forget what you do for a living so you could keep attracting more clients and stop chasing transactions. Appreciate guys listen to their episode. We’ll see you guys next week. Have a good one like 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 a dude and get you rollin in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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Attracting Clients & Agents Creating Content

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Today we are talking to Suneet Agarwal, the CEO of the #1 realty team in California. What’s his strategy that keeps him at the top and how is he planning on riding this recession?

Suneet Agarwal is a real estate coach and CEO of BIG BLOCK REALTY NORTH. He is currently ranked as the #1 agent in Greater Sacramento MLS and is the CEO of Best Sac Homes Group, the #2 mega team in California as ranked by the Wall Street Journal and Real Trends. His 12 years of dedication to his clients and his strong work ethic have made him one of the TOP Realtors in California.

Three Things You’ll Learn in This Episode

How do you make sure everyone knows your name?
How are top agents thriving during a recession?
Why you need to be making content and developing a brand.

Resource

Learn More About Suneet

Transcript:

What’s up ladies and gentlemen, welcome to this episode of the real estate marketing dude, podcast, folks we’re gonna get in today it is fourth quarter.

A lot of people are going into hiding right now I’m gonna talk to someone who’s not. As the market continues to retract, this guy gets louder and louder and louder. And in all honesty, that’s what you need to do in this type of market. Look, I understand 90% of you have never seen a shift before in your industry. In this business. We’ve been spoiled for the last 12 to 14 years. But although some things may be a little slow right now, it’s the stuff that you’re going to do today that’s going to pay off in the first quarter of next year. Because what’s going to happen mark my words folks have been saying for the last four fucking months is that a lot of people are gonna go out of business and the ones who are still standing, they’re going to wreak it all. And one of the ways that you’re going to do that is by out branding everybody. And I saw a stat this morning this afternoon actually watch what a Jeff Pitzer his videos and his numbers are right on he goes, he goes look, Walston, 1% of people are actually like content creators. 9% of people slightly engaged and the 90% of people just fucking sit there and watch on social media. And it’s like, which game do you want to play when you own the attention? And when people naturally just like you’re everywhere all the time? Nothing but good happens. And that’s what we’re going to get into today? How do you take an omnipresent approach, specifically on video and be everywhere all the time? And then how do you use that to build your brand and build a business recruiting a client attraction, it’s all the same thing. There’s a reason why the most popular agents are always the ones who do the most businesses because they have the most eyeballs or attention. And that’s the number one name in the game in real estate. Everyone’s selling the same shit. So the one they think of first 85% of the time, that’s who’s gonna win the deal. So without further ado, we’re going to introduce the number one or number two team in California.

The top team in California this year, Sydney, it’s just a neat Agra. Well, let’s welcome back, dude. Yes, happy to friggin be here, man. Let’s go. And I love the intro. And it’s great. Like all that, like, whatever success I have, which may be something maybe that thing?

Is my outlook on this comes from learning from you, brother. Appreciate that. Why don’t you fucking send us some damn business, bro. Like, let’s go. Alright, so

I want to tee this up. Because I’ve known suneet Before he like, right when he got licensed like Sunnite is probably you know, you’re on a lot of stages. Right now you’re on you’re doing getting called on a lot of events, because he’s doing a very high volume. How many appointments did your isa team set last month was like 596? No, last month was down by a fucking lot last month was only like 660. And normally we’re like, 7030. And these are appointments. So your agents are going on? And then you know, pitching the services and what not. So that’s great. But we’re gonna backtrack this because with the amount of success and neat has, you would assume that he’s been doing this for 15 or 20 years? He hasn’t. Okay. So neat. I remember meeting Sunnite for the first time in a club wealth event. I like to say it was in 2016. That’s right. I think just about six years ago, and sunny corners me at the bar. Hey, Mike, how do you run these? How do you run these Facebook ads? Right? Tell me how I’m running all these Facebook ads and Sunnite was all bug big I’d big bug I’d like a little kid just brand new and a candidate.

Since then, bro, you’re just absolutely dominated. I’m really proud of what you’ve done and what you’ve built thanks up there in Sacramento. And I want to unpack it all.

Because I you’re creating a lot of video content. So I didn’t let sneak talk yet. So let’s go ahead and introduce a neat right here. And we’re gonna lay this up because I want to get into specifically what’s happened since you started creating a lot of content. And I want to talk about what’s happened with brand and stage presence and all this other stuff. So can you tell everyone who’s got your arms? They don’t know yet. So I’ve been licensed for eight years, and I met you two years and my first real estate event

ever. And it was really like pivotal. It was the night of the election and I met him and then like they’re totally bug eyed and like

like I was hungry and I cornered everybody I said let me buy you a fucking drink beer for my Cuevas. You did let me buy you Let me buy you a beer dude. And let’s sit down and talk about Dell or some shit. And let’s let’s sit there and talk through that journey. You know, like it’s all the same stuff.

that you always hear about. I listen to books, I immerse myself in education. You know, I was a labcoat agents like rat, you know really learned a lot there learned a lot from you, Mike. And you know, like, there was a time guys, I listened to every fucking podcast Mike had done at that point, back to back to back to back and I absorbed it all. And I did that every day. I quit listening to music. I started a team two years in my sixth year as a real as a licensed real estate agent. I was number fucking one in the state of California.

Six years in, and now do I sound like I’m proud of that good, because I am. Right. Like, like, that was a big feat. And, you know, I was able to grow my business through relationships, something that Mike says all the time. Now I’m one of the you know, largest, or I have a huge coaching business. Now, I don’t know where I rank, but top 10 For my coaching business, and I’m on a stage like, two times a month.

Remember me on stage, bro is I get like nervous. And I used to be like, we used to ask me, Hey, do you want to speak like, for what? How am I gonna talk about

that. Now he’s doing keynotes. But a lot of this is brand, right?

Right. And people confuse what brand is like, Hey,

folks, if you don’t, you have to put yourself out there if you’re gonna grow brand, and I don’t believe you could grow brand without content or success. It’s either one or the other, you either have something you’ve did, that’s very impressive that everyone wants to know how you did it. Or you create a shitload of content. I don’t care about your success or not. When you do a little bit of both, it just goes lights out, which is what’s the needs doing. But let’s start to the very beginning, I want to go through your recruiting quite a bit. You’re building your team. You guys gotta remember when you’re recruiting, you’re also recruiting other buyers and sellers and clients too, because it’s all the same thing. It’s a giant popularity competition. Most people probably most of your clients probably don’t even know you’re creating recruiting content. They just see a real estate guy on video. And they’re like, oh, shit, they for all? You know, for all they know, you’re probably talking about interest rates.

Yeah, well, I mean, we do have that content, too. I don’t post that often. But yes, yes. I mean, it’s just somebody sounding smart talking about something. Yep. And that’s what video does, guys, it positions you as the expert whether or not you know what you’re doing. Right. And the more of it you have, the more authority you grow. The more authority you have, the more people that listen to what the hell you say. And then the more people listen what you say the more conversations you’re having them were compensated and more business leads to. So walk me through your strategy right now. What are you guys doing?

What’s your video strategy? Cuz I know you’re cutting up a lot of short form, I want to go through short form and long form why short form right now?

strategy? Yeah, like, why are we? Why are you going so hard? It’s short form right now. And what’s it? Let’s start. So you started off doing long form. And but you’ve adapted to know we still do long form we, I mean, we were doing remember five long form a week and it just brutal it just murdering everybody. And that’s how I came into this. You were telling me to do content. And we did a years and years and content. And you showed me the ropes. Were sure and still helped us out still to this day. And we did do long form? five a week. And that’s and you told me yo bro, that’s up. And you’re right. But I still did I go you’re gonna burn yourself out on it. Yeah, well, I never got burned out. I don’t know. But, but I want to go back to five days for the platform a week when nobody else does. So then, you know, shortform gets more and more popular. We started out with Instagram stories. We never fuck with Snapchat, tick tock and reels. And I saw a big opportunity with reels. And I mean, it’s a bunch of talking heads with captions like it’s getting messy. But you know what? Like, I got fucking what 2.5 million views on a video right now. What was the content on that? Talking about using Jasper? Interesting. Some don’t You don’t know like some people some videos that you would use the least the ones you expect? Go crazy. And the ones you think are gonna do? Well, don’t you just don’t know. You just gotta be consistent. What’s it? How important is that?

Oh, everything I post like, here’s the thing. Do I have a big media team now? I have one due to the US. I work with my team. And I got it for vas. We also produce, you know, 20 to 30 pieces of content per day. I have probably 10 plus different platforms that we’re pushing content to. I’m just about to start a whole nother brand for my mortgage company.

For everything that’s that we’re doing so we’re pushing all you know, like, so the team is producing that. I go to the gym every day, unless I’m traveling.

Every day when I’m in between a set

So when I’m doing my warm up, do my warm up or walking over to the weights, I fucking grab one of my videos from my Monday board or my slack channel. And I personally write that little copy on my note bag, copy, paste, you know, sometimes I do it differently, but every morning from the gym, it’s religious.

Think before you go further doing enough, but go ahead. Before you go forward this is important is that so many people want you to post for me, I always tell them you can’t outsource authenticity, you can’t have someone post for you many times, it’s a lot of times it’s very hard to actually get track. Get success with that, because people know it’s not you. Like you could just tell by the lead into the post and the content you’re writing if you don’t post your own stuff. I’m huge on that. Like, I hate when I can’t have people post for me because it’s like, I have some I’m one of them. I’m like my IG channel my gal will post for me, I’m like, What the fuck was that? I would never say that. Yeah, I mean, so for the, you know, for short form shore.

Long Form I’ve let other people have some liberties with that sometimes. And on my

business pages across with four different brands, three different brands right now not Sunil Agarwal, but every other brand that we have instance for our Facebook pages for

other people are doing those manual posts, which is fine because I mean, it’s not necessarily my face, always but my personal page, which is by far my personal profile, my fucking normal Facebook page, folks, not some business page. When are people gonna get it through their mind? They got to spend money for anybody to see that shit. Right? Crazy 2022 Man, that’s like, it’s like, having a Facebook business page means absolutely nothing like congratulations.

But like on my personal page 100% I turned my Instagram into a creator account. So I could have I could run ads off of it and get more insights. And I’m in my personal Instagram, too it’s become a fucking goldmine.

Now what what do you

your big pushes is building your team right now. Right? You got a lot of leverage. How is a recruiting play into this? And how do you attract other agents to come join you or see what you’re doing and all the above? So, you know, I have I’m very fortunate to where you know, I have this tremendous coaching business with my mentor John Shep lac. So I’m very fortunate of that. And I also recruit and I want every agent in my MLS to hang their license under me in some capacity. Like that’s the only goal are you doing it? All of them all of them not I want to present I want Bucky all of them right and coaching business because I really that’s fulfilling for me.

And how’s recruiting going off of

how is recruiting going on Instagram right now? Well, for people who are sitting at home, they may not be able to see this but I have a picture I have a picture from yesterday. Where is it? I don’t know. There’s a picture from yesterday that I have where my one of my recruiters says please send out these two contracts went through this one woman went to this one man we track the source guess what both sources were yesterday. IG

Instagram Yeah.

I like it. Now how are you reaching people though? Because like you just mentioned you have your organic reach and then you have your paid reach so for any broker owner that or team leader all you real and exp people

listen to what he’s gonna say right like what he’s gonna say right here so what why are you how are you getting these people? How are you reaching them? Are you running ads you uploading CSV list? Are you doing it?

a bulk of all those results is organic, always from my consistency. So let me give everybody a little piece of free advice and you could always pay me if you want more advice I can send you the link after the call.

We take American Express Visa and MasterCard yes gladly prefer not to take a max but I’ll take it the

Your first step

is organic

can consistently people always want to rush to spend money and hey, I used to be that guy and you know that there’s still some money out there source of money at the organic will shit on the paid 99% of the time. Yep. The hard part is tell them why that is though. Before you go there tell them why that is organic will always outperform paid the vast majority time. Why is that? I think it’s because people already know like and trust you and you’re a celebrity

well

All right and getting that out paid people see your little fucking sponsored ad in the left in the left corner. It still happens.

But

organic, always wins in every piece of business. And I kicked and screamed, always went for paid traffic always went for the paid solution.

And organic. I’m finally realizing this now in my in my career, my history as a marketer. Novice to not pretty fucking professional, right? Is I always went paid fuck organic, I’ll just cut I’ll just cut the line. No, bro like organic wins. So paid strategy.

As a matter of fact, depending on when this is published, I’m doing an event in two weeks where we talk about how to do our paid strategy, the growth mode mastermind.com, December 1 and second in Vegas, where we’re going to sit in a workshop and actually build out all the campaigns that where I’m going next. And this is, this is the game changer for me. So if the listeners still aren’t doing this, then I’ve stopped. I don’t know what I’m telling you. So I pull every list.

Everybody in my CRM, I use follow up boss.

I think it’s great. I transfer the people from follow up boss to through witley to Facebook Ads Manager, right Willie done that shout out to my boy grant wise.

Regardless, I get the information, I get the data out of out of the CRM and enter Facebook. Right Whitley’s, the easiest way to do that you do the manual should do if you got a bunch of time, I download the agent list.

Right? And I also submitted a make that a Facebook audience. I have many other audiences. But I think those two is this where you start just to keep it easy for everybody. And then I’m going to run a couple of social media campaigns using Facebook Ads Manager, Instagram, and Facebook. And I am going to run them as engagement ads, optimizing for through plays. And

really, you know, I might do like go to website but it’s not a legion. Its engagement. Its brand awareness. It’s actually video views. The trick with video views Mike and I wished we’d been doing this longer. And I’m sure you know, but for the good for the viewers.

Back in the long form days, we would like water like retarget based on through plays, or somebody watched 25% of the video fucking amazing, right? But now when you got short form, like my amount of 2550 100% views is monstrous.

So I need to build that audience. First is those video view audience at the same time at the same audience? I’m running static pictures. Like we’re the best agents in town, that the best commission plans different ones for different campaigns. Are you are you running engagement on those two are that’s a straight click decider conversion.

engagement.

Engagement, I want that that’s the top of funnel shit which, right.

And I’m also running another campaign, another two campaigns, testimonials for our consumers and testimonials bar. He doesn’t do best 100% Those who do best but I want them in a different? Well, it’s in a different ad set sometimes. Right? It’s a different campaign sometimes. But I think it could be as the same. I just want there to be good mix. So what he’s doing here, you guys he’s he’s creating content that gets more eyeballs on it, because he’s he’s setting up for the play action. So what’s part two of this stunning? The part two? Is that conversion? Yep. So and I’d be curious to what what you think about this is now that we’re running short form, and we’re getting so many longer views? Do you still do 25%? Or do you go like, I could have a great audience of people who watch the whole fucking video sometimes on an 18 second video. So I’m I don’t know what the what, here’s where I get selfish on the podcast episode is what do you do for video views? Like what what like

I have, so it’s a good point. So like, here’s one of the things that that like I see on some on our videos, the shorter the video, the higher the view content just because of the watch time that gets pushed through the algorithm. So like it’s like, against if you’re going on short form, it’s actually

more likely not I won’t say hurting all videos good, but it’s hurting you more than if less if I were to post a 62nd video versus a 10 second video, I guarantee that 10 second video, just way outperforms the 62nd because it’s all based on the consumption of the content. So what’s the nits? doing here is these is where like explain this is like think of like football play action pass. Right and really what we’re doing in action

bucking play action pass. Well, we gotta get we got it. We got it. I thought you said you’re in the gym. I thought you know some of these analogies by now. Yes, yeah. Yeah, so play action. Let me let me just do get elementary here for Mr. Nan sporto here Sunnite

a play action as you set up in football, they set up the run, they do a handoff, handoff, handoff, three in a row, and they run the same play just to set up the past so that the defense bites in on it. So it’s no different. This is content marketing one on one guys, you create a lot of content, and the people that start watching it are raising their hands for you to sell them their shit. That’s why it’s like a one two approach. So in the play auction, you get them to bite on the run. So you could open up the paths in the same case with this is that we’re creating a lot of content up front was creating a lot of engagement and he’s doing it on consumption because the people that are consuming more of his content are more likely to engage in React to him. And what he’s really doing is case that casting out a wide net of people raising their hands. Part two, he’s going in for the killer the past and he’s gonna score a touchdown. Now he can pitch them their stuff because they already have an idea what what he does for a living because that’s sort of what you’re getting so yes, but I’m so I’m curious as part to a lead magnet or schedule a call. It could be any of the above I’ve been having a lot of success running five different retargeting campaigns once testimonials once frequently asked questions, once pricing once how it works. And the ones that chose different ads in the same ad for different videos and the same ad set, all running and rotating in between. And they’re just objection handlers. They’re the same videos that should be on the core pages of your website. And

keep going, Okay, well, no, then so then you’re on, you’re getting the video views off of those off of those ads. So there’s, I have a couple trains of thought on this. I haven’t been running, I’m running. I have a different here’s, here’s my personal opinion. I’m going to try. I’m not running engagement on my first run. I’m running website clicks. And the reason why I’m running website clicks is because people actually click off Facebook are more interested in what I have to say than not. Yes, I’ll have a higher targeted list. No, the cold list. No, it’s targeted.

Hard good. We’re getting really geeky on this. All right. Everyone’s like oh, we might have to mastermind about this but after but here’s the point guys is that you have to what’s your building an audience right? And the more people whether they’re agents or consumers that know it’s a neat does, the more opportunities he’s gonna have. That’s I mean, that’s it. It’s a popularity contest at the end of the day. Now Sunday let’s just go let’s just retract this let’s just pretend you never got on video before and mean you’re having a one on one consultation right now and I’m trying to talk you into getting on video What do you think the difference is with your brand right now and your success

what if you were let’s say you never did video before how big of an impact has it made you think you’re huge Are you kidding me? No, I wouldn’t be anywhere recruiting business coaching none of it when firms someone first meet you what’s the first impression? Oh I seem is Do you feel that different? I fucking see you everywhere dude. Yes. And what does that mean you were what there have sold

most times they already know like and trust me do like like they are they are ready when an agent comes in they just want to say oh well let you know that I see you everywhere I say I know you’re supposed to

quit clicking on my shit

why

I lost my train of thought let me think about let me think back about that. But when your agents are coming in to the office like that difference in like positioning is huge guys like I people like I’ve been running a lot of ads like I’m in middle in between some services and some recreation of my own but same thing like when people come in or do I see you everywhere it’s the first thing that people say I see you ever I see you everywhere and it’s such an easy attention getter but why why what struggles people from doing this because mean you talking about this like you hear your mentor Chuck black talk about it grant why he’s talking about everyone in their mothers like get on video get on video, but less of like one or 2% of agents are actually doing it. What the hell’s the whole day? What are your agents say?

For me, too, it’s so good. We’ll be I’m Chris our content guy here. We’re a look. You can count fucking film a video every day for free. Trust me, we don’t have much left to say anymore. Right? Like, we’re like past that.

Oh, great. They even sign up but they don’t show up. 100%

And the biggest thing I went to people going How long did it take you to start seeing results cuz that’s also the biggest hurdle is like people think that it’s instant. Like instant credibility. It’s like no, dude, this takes three to six months to start building but and that’s if you’re doing a pretty damn good job at it. But it’s the long play you guys you have to work on your business, not necessarily in it. Why do real estate agents need Instagram?

vacations so much. I have my own opinion. But why do they have to feel like they’re getting leads? Because the reality is that a real estate agent would rather buy 300 leads that they’ll never call, then start doing a bunch of videos that 300 of their friends commented on. And no one understood why I was that guy. You we had this conversation, folks, I always knew video was important. And I did little half assed and Mikesell Dude, what the fuck are you doing you guys, your listeners to this podcast? joining the club. Me too. But you got to start listening to what these people say. Like I don’t know why why people need instant gratification. I remember my my my mom be explaining that to me when I probably did something bad, right? Like

I mean, he’ll look. I want to make money now. I also want to make money tomorrow. And the more shit I can do today, that makes me money tomorrow, well, then a fuck. Good. I’m still making money now just have that mindset, bro. Like,

I don’t know, I don’t think I don’t think a lot of people know what it feels like to be cracked. When will when you be a lot of opportunities, I sure have come your way out of the content you’re creating, like, that’s the best part is like, when you start creating, we have people all the time that get picked up on the news. They get pitched for

assaulting every fucking day to like I, you know, like six coaching calls today and get opened another business. And it got approached by another business with a seat with a route with a celebrity, like a TV star in real estate today, right. And we had other ships. So it’s everything compounds. And it’s just the you know, like I was listening to Hermoza yesterday. And he’s all and I’ve been saying this to like, as the market

changes. I want insulation. And attention is my fucking installation. And I can control the amount of Yes, I can control the amount of attention I get by doing the damn work. Do I spend money on it? Yeah, but not a lot. I don’t have to I use the big view free app or a puppet VSL I did this week. With a big view in the corner. I don’t give a fuck, right. And so what what her mosey said was attention is the new oil. Yes. And dude, he’s he’s right. Like, it’s the, it is harder and harder to get. And there is a limited amount and you gotta fucking dig for it. Let’s go through ROI on video. It’s the biggest pet peeve like how’s this gonna pay off? Like, let me just give you guys a real simple formula. Tell me if you agree with us? How’s this video gonna pay off? Well, let’s just not say let’s do 100 videos this year, let’s just say let’s do eight videos a month, it’s a lot more easier for us to get our head around that. Now, if you were to do eight videos a month and you’re able to post all of those eight videos on IG Facebook reels, IG reels, tick tock YouTube shorts and just that’s just short form content. And you were to do eight months and eat what would be the number of total views, you would anticipate me having to throw a number out there? It doesn’t matter. It’s irrelevant. Oh god. 40,000 Okay, now of those 40,000 views 20,000 college 20,000 I will say, let’s say 20,000. So of those 20,000 views, okay, let’s say that they’re divided up between, let’s say 800 people.

Of those 800 people 10 to 15% of them are moving this year and 100% of them have a referral for you. Yeah, this is mathematical guys. This isn’t theory that we’re talking about. It’s just that 80 plus percent of them are going to hire the first one they think of or meet with. I was doing a stat the other day and everyone’s like, Oh, I’m gonna go up against so many agents in a listing presentation. Guess how many sellers actually interviewed more than two agents

do like not a lot less than 1% Guess how many sellers interviewed it knows three or more. It was like 3% Enter interview two and over 80% of AD AD to any foreign in 79% of sellers at different age brackets hired the first day in person they met with so when sneetches said is gold guys he says attention is the new oil 100% It is because without that attention you don’t get the opportunity to pitch your shit somebody else does. Yes and there’s all that you can control like just get started

on a percent sunny love it dude, any closing thoughts you have for people that are contemplating because right now people are like dude, sales are down. I don’t want to reinvest in my business. I’m just gonna go sit in a closet and hide what’s your rebuttal? Go get another go. I mean, I’m sure that target is hiring for Christmas alpha at this point.

They are. That’s the reality of the situation in the market. You guys. This is the time to get loud just know that the majority of your competition is quiet. Mike, every time we log on social media do you see my face? Yeah, I see you on Tik Tok like I every morning when I post I do the same thing. You’re at the gym. I’m like usually in between changing a diaper some but when I do that, I post my short in the morning

And, and just that 15 minutes it takes me 1015 minutes a day and every time I do your faces the first damn thing I see.

It’s hilarious, but dude, you’re fucking crushing it. Congrats on all your success and also like, something that I was missing out on when I wasn’t making enough normal posts on Insta and Facebook. So this week I’m trying to do two or three a day. And I tell people omnipresence. Kristen asked me four years ago, what’s your Word of the Year? I said fucking omnipresence. I know that Grant Cardone Bo book, and I want people to choke on my face, bro. Right? You got it. You can’t escape me. Yeah, I want all that attention, all of it. And if you’re not doing that, you better be good at something. I don’t know.

Yeah, my phone rings with opportunities, from the content that I make. Opportunities like getting to be on this great podcast was such a badass Mike Cuevas. I don’t know if you guys need anything. Hit me up on Instagram, Sydney, underscore ADRA wall 916 my website. Sign up if you prefer my list, Sydney, Dagara wall.com We got a bunch of tools I use on there was some good deals. And, you know, catch me on social. Just engage with him any which way and he’ll start following you around every place you freaking go. And then you’ll see how it works. And then just a matter of you putting in an action, folks, thank you very much for listening to this week’s episode. We’ll see you guys next week. Don’t overthink the content creation thing is very simple. Just start doing it. And you’ll get better as you go. If I would have told you what Sydney looked like the first couple of videos that he shot, you would probably laugh.

I almost want to get the very first one that you did out there because he wasn’t nervous at first. But dude, this is how everybody knows it’s not hard. It’s new. But you just get used to it and become second nature. So Don’t Quit letting your own self get in your own way. Start creating content. You should make a post of that first video.

Actually, I think I might do that. That’s a really good idea. Actually, we’re gonna do that when we hang up this podcast. So thank you folks. Make it real. All right, we’ll 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 dude.com We make branding 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.

Does Your Brokerage Matter?

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Today we are gonna be talking about brokerages. Are they worth it? What’s the benefit? Do you really need them? You might be surprised but they just might help you survive this recession.

Three Things You’ll Learn in This Episode

Does your brokerage really matter?
How can your brokerage help you through the recession?
Why teams can be important to helping you grow.

Resources

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 do pa girls? What’s up? Ladies Gentlemen, what we’re going to be chatting about today is brokerage. Are you at the right brokerage? Does your brokerage even matter? What is the difference between all these different offices? And what does it mean to you? So, I have a lot of experience on this unfortunate, I think, in my career, I’ve been to like 11 different real estate offices or something like that. And for whatever reason, I used to switch every year to two years, I felt like, and I would go around and chase the next shiny object. And I did this for about 15 years. But in hindsight, when I really realized is that, you know, it doesn’t matter what brokerage, you’re actually at, at least for me, it didn’t, because ultimately, unless they were handing me business, which meant I was just part of a large team, the chances were, that I was still going to be responsible for my business, all my advertising, and all of the above. So what we’re gonna be chatting about, on this week’s episode is at the end of the year, and a lot of the times in the fourth quarter here, if you don’t haven’t done this in the past, what I always advise and do a show out of this time of year for over the last four years has been, I’m preparing for next year, and it is ever more important than ever, right now in this particular season. And the reason for that is because of what we’re experiencing books, the market is rough. I talked to a couple lenders today. And you know, guy’s gone for four months, which is two closings, right, as someone who has to do a lot of business and people are being affected everywhere by this, which is why would I suggest you do during this time is to start working on that business, despite how many closings or clients you’re working with right now. Because what you do today will pay off tomorrow. And the reality of the situation is that, you know, this market is going to be slow, guys, I don’t see it getting better anytime soon. I wish I had different news for you. But there’s opportunity in that. So as a matter of fact, I’ve seen transactions to be down roughly a third, transactions are down 33%. Across the board, we’re seeing I just saw the data a couple of weeks ago. But agents are dropping just as quickly if not even faster. So there will be less transactions. But I say this to you, because the amount of agents that are leaving the business is greater than the lesser transactions from last year. And that alone is the opportunity. But you got to put yourself in the business of running a business folks, for most of you and I have not seen a shift like this before. I’m going to warn you, I’ve just done my second and a half shift, I know what’s going to happen, I have a very good pulse of this stuff. And you have to start adjusting to what the markets doing. You see, most of the agents in today’s world this is for your broker owners to anyone who’s been in the business in charge of managing agents like you have to share with what happened in the past because we only learned from history. And what i i You guys can refer back to us it is November 10 2022. But I believe we’re not seeing the worst of our marquee. And I think in the next six months, it’s gonna get a little bit uglier, I may be wrong and may be right. But in either way, regardless of whether I am the most important thing you can be doing with your business right now is adapting to this change adapting to the shift. And part of that is whom you surround yourself with. All right. Real estate can be a lonely business. It really can sometimes just feel like you’re on your own raft and you’re your own little island out there. And no one’s really out looking out for you. Right. And, you know, real estate’s been pretty easy. You guys for the past 12 years, we’ve been in like a bull market for like 12 freakin years, man. It’s insane. And things have shifted, which means about 90% of the population out there has never seen a shift, therefore they don’t know what to do. And it’s going to require shows like this. Other people in the industry stepping up and showing people what to do. And what is going to happen folks is you got to switch up. What you’re doing today, the status quo is not going to be no longer acceptable. You have to go to where the transactions are going to be. And one of the best ways you can do that is because I know there’s a lot of people at the end of every year making a switch and switching brokerages but I know soar more than now than ever is people are not only switching brokerages because it’s the end of the year. People are switching brokerages because they’re scared and they’re looking for leadership. And if that’s you, I want to share with you on how to look for the right spot for you because I wish someone would have shared this advice for me before I made 11 changes in my career. So here’s what I’m going to get into. Ultimately 96% of consumers are going to hire the agent over the flag they hang their license with so people aren’t hiring REMAX Coldwell Banker exp real big block whatever the hell it is people aren’t hiring, that they’re hiring you as an individual. So my first answer to you is, it doesn’t matter what brokerage you’re at, I believe that you are 100% responsible for your business. Now, the only caveat to that is going to be if you have a broker, or something along those lines that are feeding your business, okay. And if you’re in the position right now, where you’re struggling, and you’re worried about the future, go out and find a team immediately. Like, there’s nothing wrong with joining the team, especially if you’re less than three years or so in the business. Or if you just don’t have any business teams are a great way to leverage transactions, yes, you’ll give up some of your commissions for it, but they weren’t your deals anyways, and get that experience. Because what you want to do right now is rather the storm, and who you surround yourself with is going to be absolutely essential. Now, if you’re looking at an overall office and an overall offering, I just want to give you pros and cons of different things. You’re seeing a lot of movement with these 100% offices, and then we’ll talk about the recruiting offices and the downlines. So you’ve seen a lot of movement with 100% brokerage, so is 100% brokerage right for you. In this type of market, I’m at 100% brokerage. And yes and no, just because you get 100% of your commission is nice, but if you don’t have the support, that is going to help you get more commission, then it could sort of bite you in the butt. So if you’re considering that type of brokerage, my advice, again is to who’s running it, it doesn’t matter who the flag is, the things I look for in a brokerage, our great culture, right culture is going to be really important in the next market. And the reason for that is you’re gonna have to stay motivated in the next six to 12 months, this is no longer going to be just real estate, this is going to be hand to hand combat in the trenches of World War One, you’re going to have to do some things that you are not used to doing that are gonna make you uncomfortable, but take peace in that because you only grow when you’re in situations that you’re uncomfortable, you stop growing when you are comfortable. So I want you to remember that something I heard Jesse Itzler say, once in a mastermind that really stuck and think about it all the time. But you have to always position yourself and put yourself in an uncomfortable situation. If you truly are working on growing. It’s when you’re in a comfortable situation that you stopped growing and stop building. That’s where complacency sets in, which is where a lot of us has gotten into this market. So so look for a brokerage with that culture guys, because the culture is where gives you the motivation and gives you the ideas, brokerages with a good culture, I think always have their eyes on the ball. Some things I would tell you to be looking at for brokerages and questions I would be asking them is, what are you planning on doing on the shift? Do you guys plan on having any active foreclosure accounts? Do you guys plan on implementing any types of new systems? What are you guys doing about the shift to help us sell more houses? Right, because brokerages just as well as you are gonna have to also go out there and work twice as hard. Right, the brokers are gonna work twice as hard to support their agents. But you also have to work twice as hard on your business. So first thing is is look for that culture. Number two, look for niches. The riches are in the niches in this market. There’s two rules I have in a real estate marketing when it comes to one is own your database. Your database is recession proof and this is a different podcast. Okay? If you want to learn about that, go visit our new product called referral suite WWW dot referral suite asked W E T like sweet popsicle. And check that out that is a marketing platform and allows you to farm your database and own them. So they stop cheating on you on Facebook with other real estate agents and lenders. But the point is, is that database is always recession proof because a percentage of it is always going to move. The question is whether or not they’re going to use or refer you Okay. That’s a different podcast. When I’m talking about as I would look for the brokerage that’s shifting to the market already had a schedule. And here’s what I mean by that. There’s there’s a lot of things happening in the industry, brokerages that are very forward thinking are already setting up short sale loss mitigation departments and office. Okay, that’s a great question to ask a broker, Hey, what are you gonna do in short sales come and if you don’t think short sales is going to come. We disagree and where we see the market going, but I think short sellers are gonna come there’s an affordability issue out there. And the more layoffs we see, the less people are gonna be able to afford the houses they have, they’re no longer worth the price they bought them with. Okay,

I’m gonna say we’re gonna crash and go into 2007 But I’m saying you will see distressed and the brokerage that is thinking forward is going to already have those plans. We have loss mitigation plan for when it’s ready. Our agents are going to have short sale negotiators ready to rock and roll so that we don’t skip a beat and they’re going to adapt to the market that they’re In today, all right. Another question you could ask your brokerage that I believe is extremely important is Do you allow me to build my own brand? Or do I have to like ask you for every bit of advertising or marketing I do. If you’ve been listening to the show for a while, I’m a huge advocate for brand advocacy for individuals. And I believe that you’re an independent contractor. And if I believe that your brokerage won’t let you have your own brand, your own brand logo, if your brokerage won’t let you market your own brand logo, if your brokerage doesn’t allow you to put your phone number on your damn signs, I believe you’re at the wrong brokerage. All of those things are abilities to allow you to build your own brand. And I believe that a brokerages job because 96% of consumers hire the agent, not the brand they’re affiliated with, is to become the client of their agents. It’s a model that we follow here at a big block and it works well. But I believe that you should have your own brand, because that’s what this business is based on. 80% of people hire the first agent they meet with, of which 74% are either referred they used in the past or you personally met or run into him in Open House walking down the street or even on your Facebook feed. So the brand has always been you. And the second question I would ask that brokerage is hey, how can I can I you care about me doing my own brand? Do you have any recommendations? Like do you care if I wear my underwear on social media, all of that stuff because you have to be you, especially in this market? So that would be the next question you have any brand restrictions. Third question I would say is look at the brokerage and see how they’re marketing themselves. It is 2022. If I have a brokerage that’s not even creating content on video, like this is the brokerage creating content and video, they’re a little bit behind the times nowadays, if you see someone out there creating content, handling a bunch of shorts, reels, always multipurpose and if you see him just creating a bunch of stuff, they have a lot of videos, a big video channel, you know that they’re more than like little bit more forward thinking than others. If you see a brokerage that doesn’t even have one video up and their website still looks like a das Microsoft System. Well, you’re sort of behind on the times. And these things matter folks like you know, it’s getting more expensive to operate as an individual, independent contractor regardless of where you’re at. You have video costs if you’re doing video, you have an added in costs, you have to pay your MLS dues, you have all these other fees, brokerages today have the ability to subsidize services on behalf of their agents or their agents could take advantage of services for lesser cost. I look for brokerages like that. There’s a they’re actually clients, but friends too. They have a first class Realty franchise in Kansas City. If you’re in Kansas City, look them up, they do a fantastic job. But they give their agents all these different options. And what I love about their business model is they have 100% option, they have a split option that has a lot more support, but they give them a split. And then they have every type of vendor or service provider around them that like it’s just like a it’s like a storefront for real estate agents. And I believe that’s what a brokerage should be. Like, if your brokerage is not serving you in earning their split, then what the hell are you doing there? Right? You want to look at all of this stuff, because I’m telling you guys like you have to be in the right. You have to be in the right state of mind, for the market like this, you have to have the right leadership, you have to read the right culture to create the energy that you’re gonna need to get through it. And I’m not trying to scare you guys, I’m just this is serious stuff, though. You have to be in the culture and the community that’s going to allow you to grow because markets like this are where you grow. markets like this are what build brands because those who make it out of here, you guys will have a brand and a team and you’ll be in business for the next 1020 years. This is what happened in the last downturn. See the opportunity in markets like these is that you’re gonna see brokerages go out of business, we’re already seeing lenders go out of business. We’re seeing lender shops closed up, we’re seeing mergers and acquisitions across the fraud. If not, you’re gonna see many more. But why is that it’s because people are consolidating right now. And I think if you’re in that position with your business to you know, go out there and find a better tools, a better value proposition a better environment, by all means you should because whoever you’re with come January you want to stick because it’s gonna be time to grind and grind for you might be a little bit different than grind for me but whatever that might be, whether you’re gonna be creating videos, whether you’re prospecting, cold calling, get ready to go but my point of this whole show today was just to share with you guys a couple of things to look for when entertaining a different brokerage because I do believe that who you’re with during this next market will be extremely important to the success or non success. So if you’re not getting that support, you need to go out and find it before that New Year hits. We have that Thanksgiving Christmas timeframe and the rest of the stuff you should be doing during this time. It’s just working on building that business. sharpening re modernizing your listing strategy, modernizing your consumer experience working on little systems that are going to help you market your database more, cutting out all the fat of subscriptions things you purchased last year that you’ve never used or never logged into books. Button it up, Button up your business. Work on your business promise you spend two to three weeks just looking at your business and treat it like a business because the salesperson chasing a check will be out of business but the real estate agent or lender running a business as an entrepreneur will not only last through this market, but they’re going to excel far and few are fired wide directly after it. So hope you guys got something out of the show today. If you have any additional questions, or if you need help with anything real estate related marketing like video services, where you’d like to check out our brand new software, I encourage you to go ahead and do it referral suite.com That’s W S W et sweet like a popsicle referral suite.com Thanks for listening guys, and we’ll see you on next week’s episode. 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.

Self Storage- The Most Interesting, Cash Flowing Investment

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Today we are looking at alternative and supplemental ways to thrive during this recession. It’s a hot season for investors and my provide exactly the financial freedom you are looking for.

AJ Osborne has overcome insurmountable odds to be where he is today and now has a bestselling book and top rated podcast about the success he found in the self storage industry.

Three Things You’ll Learn in This Episode

Why you should consider investing during a recession.
How you can invest in the self-storage industry.
How you gain financial freedom when times are tough.

Resources

Check Out AJ’s Website

Transcript:

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, we’re gonna talk about opportunities and what’s going to happen in this upcoming recession. I know a lot of you guys are scared shitless. But there’s no reason to be because these are when the best opportunities come about. And sometimes those opportunities involve you not actually selling a house, but investing in stuff, maybe for once, or maybe investing in yourself in real estate, if you’re gonna have a license to help other people invest in real estate, some of the best deals are about to pop off. Maybe not right now. But mark my words and 1218 months ago, see a whole different story. And I think there’s gonna be a whole lot of opportunity. And it’s just gonna be a matter of whether or not you want to grasp it.

My advice to you guys is to learn other things get uncomfortable, being comfortable and or get comfortable being uncomfortable, I guess, is what I meant to say. And just literally, start learning new things, because you’re gonna seize opportunities, you’re gonna see foreclosures, you’re gonna see short sales, what happens in a recession is that people lose their shirts, people lose their jobs, their shoes, their income, their livelihoods. And a lot of these people own properties, and there’s going to be a need. People think real estate investors are these big, bad evil people know that they really do as they help people that have house problems, Otherwise, they wouldn’t have a fucking business. That’s the truth. So what we’re going to talk about is investing today. And we’re gonna talk about specifically self storage, investing super interesting space. I don’t know much about it. I know of it. But I’m excited to have him on the show today. And he’s going to tell us how to sort of think outside the box and take ideas like this, you guys and look at it to expand your horizons because that’s what you need to do right now. Looking at other opportunities, this could be one of them. So without further ado, let’s go ahead and introduce our guest, Mr. AJ Osborne. What’s up, dude? How’s it going, man? Happy to be here. Thanks for joining us, why don’t you go ahead and just do a quick intro to everybody who you are what you do. And let’s get into this. I have all kinds of questions for you. Right on. Yeah, so I’ve been doing self storage since a prior to 2008. I was in insurance sales, moved over to self storage, because we were like everybody trying to get financial freedom, passive income tax benefits, right? We were slammed with our tax liabilities because we were commissioned base, right. And so when looking at assets, we couldn’t find anything that made sense. It was like, I don’t understand this. We were all cash businesses, right? Everything was cash base. So when we looked at the real estate market, prior to Oh, eight, it was like, there’s no cash here. There’s no cash flow. And so we found self storage, self storage, was a asset class that nobody wanted. Nobody liked it. It was a junkyard banks didn’t like it, institutions didn’t play in it. And so we could buy these from these Mom and Pop operators that own them. And we could turn them around through very basic things. But more importantly, we could buy them really good. And we had a lot of cash flow. And so we started doing that. And we focused purely on things like operations. So I firmly believe we focused on

business ops, and I looked at self storage and said, this isn’t a real estate asset class. This is an actual business. We have products, we’re going to do product market fit, we need to do all of these things. It’s acts more like a retail center than it does some passive real estate investing. So we built our self storage company around that. We scaled up right now we have roughly, I was actually doing the numbers yesterday, just over 300 million in assets, we have 33% debt over 60% is owned just by me and my partner.

And we have over 80 employees across eight nine states are in the top 70 operators in the world. I have the best selling book on self storage, self storage income podcast, which is the number one rated and largest Self Storage podcast in the world. I also own a property management system company, a tech company in self storage, as well as founder founding member of the largest Self Storage co op in the world. And the reason why I got so into self storage was due to the fact that after building up our portfolio, I was still working full time. So an insurance. I became a quadriplegic overnight. My legs stopped working. My wife took me to hospital, didn’t even know

To say goodbye to my kids. And within days I was put on life. I was put into a coma, hooked up to tubes, put on life support. Then I woke up from my eyes down paralyzed, and I lived on tubes for months, I was taken off finally, when I could breathe for myself, and I was put into rehab facilities.

And when I was in my rehab facility, I, when I went into the hospital, I was planting trees. It was nice and warm. My kids were all playing soccer than the in the rehab facility, I was going to get to go home for the first time, and it was Christmas Eve. And I was going to get to see my kids open up the Christmas presents. And I was not concerned about my kids not having Christmas presents, I wasn’t concerned that I lost my house, I wasn’t concerned that my wife would have to leave our now for children, we had just had a child, he was three months old, when I went into the hospital, I wasn’t worried that she would have to leave our newborn and our three children to go get a job to pay bills. So we would go bankrupt. And I was fired in the hospital. So my employer fired me and let me go. And I did not have a concern about those things. Why it was due to the passive income from real estate that saved my family’s financial life. And I realized at that moment that night before I was going home to see my kids how important it was. And I thought I’m going to share this with others. And we’re going to allow other people to invest alongside with us, but I’m going to teach and share it. And then I got out of the hospital. And for the last five years I’ve been I had to relearn how to of course do everything talk, eat everything else and relearn how to walk, I was sent home paralyzed and bed. And for the last five years, I’ve been coming back teaching about self storage, growing our self storage, business, and portfolio. So that’s me, dude. Well done. And holy crap. What a fucking study you are. Great story, dude, I have to break it down into two. I’m unpacking all kinds of questions. I’m writing down here as you’re doing it, but very, very impressive. So you guys, this guy knows what he’s talking about when it comes to self storage. I want to talk about when it started, and oh seven.

You know, like, and this is what happens like you took on a problem no one else wanted.

And he became the only one like the only shop in town. And I say that because when we look at all of these different people that listen to like his real estate agents, mortgage brokers, they’re all selling the same thing

listed on the MLS put a house inside and it’s like a commodity right now. And it’s like, well, what are you doing differently? One of the guys I found a lot of content is Billie Jean. And he says, he says it really well on one of his webinars. And

I don’t know if it’s a podcast or what it was. But long story short, he goes,

the one who’s able to solve the most problems that is least competition basically is the one who always out performs and wins. And he’s like, that’s why doctors get paid so much because there’s not as many doctors as there are mates. Right? So it makes a lot of sense. I challenge you guys on it is like just think about what he just said and how that story got there because I think you’re gonna have a lot of that opportunity in this upcoming market with investments like this. So awesome story. How did you get sick though? Just like what happened? And how did you end up number ray. So gamma ray is it’s not a disease, it’s not anything like that. It gets triggered. So something happens and it triggers the body. My blood cells my white blood cells

were triggered and confused and thought my central nervous system was the virus that it was supposed to be attacking. And it my body produced white blood cells that hundreds of times normal and they severed my my nerve nervous system for my brain they destroyed my entire nervous system in my body. And it happened quickly. No one knew what was happening for when we got to the hospital they wouldn’t even admit me because they said there’s nothing wrong with you outside the fact that your legs stopped working and they wanted to know if I was on drugs they thought it was a mental issue because they’re like you’re perfectly healthy there’s nothing wrong with you which they quickly found out after they figured out what triggered it then they knew it was gonna array and from there they rushed me to get me ready because they knew I was going to

eat how big was the storage business at that given time? This is big this is five years ago. So this is after you know Self Storage

prior to oh eight you know people it was it was seen as a junkyard it was a lower class asset is an understatement, right? Nobody wanted it nobody invested in it. After oh eight. Everything changed around self storage and how people view and sell storage. Institutions came in and played with third party management that allowed banks funds everybody else. Technology companies came in it was all institutional grade. They

Good now test it. The reason why nobody played in it was because it was so new. So storage came about in the 80s, too cold in the 90s. Prior to oh eight, oh, it had never gone through a debt cycle. So banks had no information, nobody had information to know if it would do good or bad. So nobody played in it. And there was no one to operate them. They’re not like normal real estate assets. So if you have to operate it, all these people may, okay, I want to allocate $100 million into cell storage, but who’s gonna run this, I’m not gonna go there and sell units and kick people out and do auctions and marketing and everything else. I’m not doing that. So there was no way to even enter into it after 2008 institutional grade third party management hit the scene in a big way to REITs. Then you also had the test the institutions needed to allocate capital after a debt cycle, and institutions and normal people flooded into it, because of its performance through 2008. And this created a boom in self storage. So from 2015, on the self storage industry exploded as an understatement.

It became one of the hottest asset classes in the world. It’s the best performing asset class in the last 26 years, and the lowest defaulting one. And map for 2015, they started to develop the highest development in any year prior to that point was just over, I think it was 1 billion after 2015. It was two to 5 billion every single year, over year over a year. So the age of self storage really came about, and everyone from banks to private equity to institutions wanted to get in the game. And then over the last four years, you’ve really seen the effects of that, and the compression of cap rates. And the demand. I mean, you had storage units that were selling like the same cap rates as multifamily, that have long term leases. So it it it went nuts.

That’s amazing. All right. We gotta get into the deets how this is done, I’ve been preaching on the shows like, gotta agents become investor friendly.

I’m gonna pick your brain after this podcast and ask you how much you need to invest. That’s a side note. But what do i Alright, so let’s, I’m gonna start I’m a newbie, I’m brand new to the business, I you have my attention? What the hell do I do first? Do I go out and find land? Do you build these up from the ground up? Is that the better play? Or do you go find an existing old one that needs to be kicked in the butt. And then the second half that I want to get into is how you retailed the opportunity. And I want to share an analogy, because I think this is registered over concert, paint a picture, if you’re listening to this, when I went to move the other day, I went to a box, I guess it was a storage facility. And then they had a store in there. And I bought into buying like $300 worth of like tape boxes, and all the stocks, I wasn’t gonna go make another stop. So that’s what you’re talking about when you’re retail lysing these individual units, so you’re getting not only the rental income, but also the business income, correct? Yes, yeah. So that’s what I thought humor driven product. And we even view like, so when, when I even think of units, I think of units as products. So like, if you think a storage facility, there may be 15 Different size of units that offer and do totally different things. They’re different products that different consumers want to use them for everything from businesses, to families, to whatever the utilization is of that, but they’re different. So when you’re marketing, when you’re looking, we’re doing customer and product placement, we are out trying to find it, we have different products that we are selling, and then we have insurance them. Of course, we have all the servicing people do moving products, right? There’s all sorts of other lines of revenue that are added on and sold. So yes, you’re correct. But the storage facility even without the added health revenues, still pencils. Oh, wow, absolutely. Crazy about it, right? It’s like you just buy storage facility not have any of these things, you guys and it still makes a lot of sense. And then these are just like profit maximizers to the eighth power.

Gotta look at it like this. I mean, self storage is the reason why people beginner should get into self storage. Okay. There’s a lot of reasons why I think it is the greatest commercial real estate asset class for an individual to get into why because unlike the other asset classes, they have not matured, self storage has not matured fully. Now, it is mature, but most real estate asset classes had their development cycles in the late bear in the 90s. Okay, retail, everything else like that came about and the consolidation through the 80s and the 90s through private equity institutional funds, right gobbled all the assets up, packaged them up, and now you have a period where you know,

multifamily is 80% ownership is institutionalized, right? Well, self storage, it’s like 60% are still individual operators, mom and pops. Now when I got started, it was 91 or 92% were individual operators, but self storage is going through a consolidation phase. So you can buy these individually single operated small facilities in rural towns and big cities, right. And you can do very simple things to maximize them, right, make sure people pay their rent, maybe build a website, but then you also have the consolidation going on. So you know that somebody’s there that will want to buy it, that is the best position for an investor to be in, I can still get good deals, and I can improve it, right. And then I know that there’s a buyer at the end of the table. So when we got started in self storage, we were getting good deals and had high cash flow. But that wealth generation source was really unknown. That’s why I didn’t frankly stop selling insurance or doing other things. Because we didn’t know that there was this clear end buyer that was going to want to buy these assets. That is definitely different today. So if I go by build, do whatever, I know that I can make that very profitable, it’ll cashflow high, we have 40% margins in self storage, right. And that’s a real estate asset. And somebody will want to exit it at a very high amount. So let me

unpack that a little bit for you guys to make sure and, you know, like, in the last two, three years, you see syndication, multifamily, multifamily, multifamily, got the Guru’s are just pumping that out. And what he’s saying is that once the institutions unless I have this wrong, but once the institutions come on in, they basically maximize the asset class, right. And then once they come in, it’s hard to compete as a mom and pop, the cap rates are less because they could operate and a lot less of a profit overall, because they have the money there. It’s institutionalized. So you still have that 60% is huge, guys. That’s like saying, so there’s a lot of upside is what your is what he’s saying is there’s a lot of

still a lot of upsides. But then once this thing,

this is like history repeats itself, do you anticipate this asset class being storage? Getting maximized out and then there’s going to be something else is that what we’re saying here? In five years, self storage will be 40%, Mama Bob’s, you’ll lose half the mama pops in five years, at self storage will be just like multifamily, or any other asset class in the next five years. So you’re exactly right. The upside on it is still incredible. Whereas the upside on a lot of these assets have really plateaued out except economic forces. So what that means is that the that what you’re looking at on multifamily is very, very simple, right? I want my tenants to pay down debt, I want to try to generate cashflow. And in the future, it will be worth more or pay down debt value will go up and rents will go up, right? Those are economic forces that you’re buying and saying in the future, it’ll be better, right? Well, I can buy storage facilities today. And I can make them better, and I don’t need the economic forces to go up, then the economic forces take it up, and my wealth explodes. And so your returns, right are staggering, because you get all the benefits that you do have normal real estate. You can buy underperforming ones and get the immediate upside and have high cash flow. And a lot of us asset classes that just doesn’t exist anymore. I mean, I’m looking at multifamily deals for years. And I’m like, Are people just buying these at a loss? Like, are they just losing money every single year and the little bit they made was teeny, right? Tough. They’re tough, tough. They seem far and few in between no doubt. Alright, let’s talk about actual property types. Would you rather find an old facility or old business and re Juvonen it or where I traditionally sold real estate was like in a market like Chicago, and there was a this this is like just just so many big beautiful loft buildings that are just perfect for just conversion, you know that the infrastructure is there, and it’d be so easy to convert these into like a storage building. So is it any or is it a little bit of all like, usually we got to look at the deal like, which is, if I’m looking at acquisitions, where’s my mindset right now, what’s my property type? Or am I going after a property owner? So I do all I you know, we were big starting the trend of conversions by bankruptcy for Kmart office buildings, turn them into storage facilities, I do ground up development, and I acquire if you’re a new bit newbie, the best thing to do is acquire. The reason why is you have consistent cash flow, right? And self storage like other assets, but self storage in particular is very sensitive to supply and demand economics. If you get into a market that is oversupplied, there’s very little you can do about that. And that can hurt you. So you have to really be able to nail down demand, right? Well if you’re building an asset

And you don’t have any experience in storage, you know, the repercussions of not getting that demand wrong are very, very big. Right? Now, if you are buying a storage facility, you have all of the information, I can see the demand, and I have it cash flowing and paying me, I can see how sensitive it is, how long it’s been full, how long rates have been going on, right? And then I can look for the areas that I can improve. So it’s a much more easy way to it’s easily identifiable, the upside, right? When we’re doing developments or conversions. We’re looking for deals that are just crazy homeruns that have so much upside that even if markets turned down, even if things slow down, we’re still okay, right? But we are really, you know, we have data, we have a lot to really find and analyze demand. So if you’re just starting out, it’s probably best to first understand how storage works. By it, see it, take that easy win, find the facility that’s easily you can just simply delinquencies are high, make people pay the rents, right? Keep hours open and answer the phone. And you can increase revenue just by operating it decently. And then you’ll learn more about it. And then if you want to develop, you’ll understand what I’m developing, why I’m developing where and what are the risks and how to really measure develop demand? What what would be a good area to look in for demand? Is it high population is a certain type of industry is a near certain type of city? Is it within a highway distance? Like what are some of those economic? Let me walk you through it. Yeah, things you want to round it. So here’s what you got to look for. Now, first thing is the number one threat to self storage is self storage. Okay? So when we’re looking at self storage, I’m looking at first and foremost, you want to look at the amount of storage on the market. So the per square foot capita, meaning how much storage is there per individual, right. The second thing I want to look for is occupancies. But just because you have high occupancy doesn’t mean you have to high demand. And a lot of people don’t understand this. And I’ve seen this in other markets. And it’s kind of crazy. And then the third thing you want to look for is historical rates. The reason being is you want to understand how much square footage is on the market, and how much more is coming on. So what will be the change in supply and demand? Then out of that square footage on the market, our facilities fall? Okay, great. They’re all pull. All right. But now what kind of demand is there, then we look at rental rate increases, and we’re looking at the correlation between occupancy and rent increases. And if those are inverse, that’s a bad sign, meaning you increase rates and occupancy dips down. So you’ll have areas that are 100%, full, but rates have been stagnant for years. Because if you up rates, everybody moves out. So just because they’re full doesn’t mean there’s any demand, right. And that’s a really scary thing. Because if you’re at that level and somebody builds a facility, it can only go down, because there isn’t enough demand, even support where it’s at, even though people are full. So the correlation between rental rate, rental rates increases and decreases and occupant occupancy, I want to see that they’re getting good rental rate increases, and occupancy isn’t budging. That means you have a very inelastic price point in that market. And so those are the three basics on how to really understand it. Now you can go into demographics, you can go and all this crazy stuff, right, which we do. But at the end of the day, it’s those three points. And I don’t need anything. And I can pretty much tell you if there’s demand or not just by those three points. And who are the consumers? Like who’s leasing these things? What are they doing with it? Like, I’ve never rented a storage unit. I know it’s a big business. But like, what am I putting in there? Like, are they just storing, like all their extra shit for summer? They store in their wine, or they store and

so all the above? Yeah, the big thing you got to realize was storage is it’s probably the most misunderstood asset class. So most people think, Okay, we have self storage, because we’re just hoarders, and we hoard too much. Right? And that was the prevailing thought prior to 2008. And what people thought is if you go in an economic downturn, those storage empties are going to just be vacant, because self storage is a product of excess, right? But then that didn’t happen. And what they fail to realize is storage is an outcome of economic, economic, and regulatory impacts. So if I’m adding a 10 by 20 onto my home, the price per square foot to do that is astronomical compared to a recent lease rate that I want to do if I lived in

or not, if I lived in when the in the 1980s Right, my dad wanted to store some stuff. He built a shed in the back of his house. You can’t do that now. Right? So you can’t put art

He’s out, you just can’t have crap lying around, you have HOAs that regulate how everything looks what you can do. So now regulatory and economic pressures to price points make it so just to live and consume at the same basic level we did on $1. amount. So consumption has risen. But the impact of consumption to income has not risen. That’s what people don’t understand. Right. So we consume more with the same amount. The impact on income and, and real estate, that is not the same. It has so far outpaced that right. And then the regulations of the real estate have exploded in the last 2030 years. I’m guessing. That’s why people guessing big cities are a good thing. And this is like, like here, imagine like in California, the guidelines and the restrictions are so tight, there really isn’t like you get I guess you’re right, if you’re in a condo building, especially the new ones, even like condo buildings that were built, like 15 years ago used to have like a storage room, you can actually like walk into it. But condo buildings built today, you get these little like two by two cages. And that’s it. That’s how I mean, and I can see that makes a lot of sense. It’s almost like they forced this it has to happen. There’s nowhere else to go. Yeah. And think about if I’m a builder, okay, I can I can build a condo. And I can put extra space for people to storage stuff. And that takes up 50,000 square feet. Yeah. Doesn’t pens if I was to use that 50,000 square feet to rent out in the condo, right there. Yeah, that’s such a wildly different return, it makes no sense to do it. You’re right, it doesn’t pencil. So self storage is now that new thing, because what they’re doing is they’re taking volume. So what doesn’t work on an individual basis does work volume, right. So it’s actually very logical. It’s a very,

it’s a demand that is solid, and it’s not going away anytime soon. But a lot of people too, don’t understand that. The highest utilization of storage facilities is actually in rural markets. The number one utilization utilizer of self storage is single family homes and families. It’s not apartments, really, I would adopt a complete opposite. Interesting. I was thinking in my head was big city, near condo buildings. Those are my head went immediately. But why is that they have the highest prices per square foot because it’s limited on what people can buy or build. But as far as the amount of storage utilized in those markets, it’s substantially less. And the reason being is in rural or markets, people have higher disposable incomes. And the activities are very different that they do. So if you go into the intermountain west, or you go across the front, and down into Texas, people have toys, they have disposable income, they travel, they want to buy more stuff. When you live in an apartment, right in LA, you’re not buying a four wheeler, you’re not going skiing, right? You’re not going camping. It’s you know, you may store a Christmas tree, but probably not. You’re not decorating your house, you’re not filling that house with things. And so it’s 45% of all tenants are single family, homeowners right across the street. I live in Carlsbad. So Southern California and then a great across the street from we’re in an HOA, I’m curious about this, if they own that land or not, but directly across for me as a parking lot just for everyone’s RVs. Yeah. Right. So they and just single family homes, but they there’s an it’s full, there’s a 50 RVs in there. And I’m wondering if the HOA is just leasing that back to the homeowners as part of as extra revenue because I do know you have to lease them. So that’s definitely what they’re doing. That makes sense. But it’s like, what else would that have been? Like? It’s just literally an empty lot. Yeah, you know, they put up a fence around it. That’s the maintenance on that thing. It’s just pure profit, right? Let’s talk about that. And let’s get this wrapped. But I want to so maintenance, what do I have to do? This sounds like a lot of work. What’s my day to day look like? Because I know there’s two aspects of this. You mentioned one is just the actual real estate rent collection, the landlord part of it. But then the part that sounds really exciting is this business model part of it where you have a whole fleet of services cater to the people who are leasing the space from you. It’s almost like the McDonald’s model guys. Would you like fries with that? Yeah, that’s where they make their money out on the burger. It’s the upsell. It’s a happy meal. Yeah, and you’re right. It’s really so like, when you look at operations stuff, we do things like we do dynamic pricing. So like airlines do, right? Every single seat pays a different amount. My Units are changing every single day. What that means is I’m setting market rates, not the market. So when you look at a city and you have a three bedroom, two bathroom, right? They’re all pretty much as long as quality is the same and locations the same. They’re all going to be priced the same. The market is going to set that price, right. That’s not how it works in storage. If I have a 10 by 10

Bob right across the street as a 10 by 10, our 10 by 10s are wildly different pricing. And so the better operator can maximize square footage and pricing and dramatically increase revenues that way, short term leases that was looked at as bad thing is actually one of the best things about storage, while everybody else was getting slammed while you had inflation soaring, right? We were changing our rates literally, boom, boom, boom, every week, as prices went up. And tenants are sticky, because the impact is less. So if I give you a 10% increase on a $50 a month unit that is less than a gas money it takes to move it not to mention if you’re renting vehicles, if you have to move it, it’s also less than just the signup fee at another storage facility, which is gonna be 50 bucks, it’s 10 times less than the signup fee to get into another one. So who’s going to move? Nobody?

Retention is good. Uh, yes, it is true. Like, I don’t want to go if I drop all my stuff off. I’m like, like, the last thing I want to do is go move it to go save 10 bucks a month? No, no, like, it’s just not worth my time. And the fact that I have a storage facility anyways, it’s probably

makes sense makes a whole lot of sense. And it’s by you, it’s a convenience thing. So like, we look at storage as infrastructure, right? So there is a very sticky tenants, and they’re not that price sensitive. If you are renting a home at $2,000 a month, and you have a 10% increase your pest. That’s a big difference in how you live, right? That just doesn’t happen with storage. So when you look at the assets overall, there’s kind of a variety of them, you mentioned, you have like the

parking, right, you have drive up storage, but then you have like the mega facilities like the multi storey climate controlled, right, you have the big boys, the vast majority of storage facilities, particularly the underperforming ones are just drive up storages. And different towns, their mom and pop owned, they have very little debt. They’re cash flowing, they don’t do really anything, they don’t change their prices. They just whatever the price of a 10 by 10 is there all that price. So we can see a 30% increase in gross revenue, just by changing the pricing of the units. And that’s I mean, that’s our business model. That’s a you know what we do and then if you want capital expenditures, I can increase the office office, right. But as far as capital expenditures go, if you have an office versus if you don’t, you’re talking about, it’s either paid for graveled, you have metal doors, and metal building, your cap x per tenant is astronomically low. And so we don’t get hit with major capital expenditures. And if you do, it’s almost always covered by insurance. And it’s not anything that changes the nature of the asset or would stop us from renting it 99.9% of the time. So like, just compare that you guys to like,

like restabilizing, and bring in highest and best to a multifamily of 76 units. If you have tenants in there, you have to wait till each tenant moves out and you got to order the materials. And then you got the vacancy rate, right there was storage, they’re not gonna like care if the ground isn’t polished perfectly, right? They’re not going to bitch about the GFCI outlet not working, or the scratch on the wall or the dent in the frigerator. They’re just going to throw their shit in there. And it just hands off, and it just a stabilization of repositioning prices without even doing anything. Whereas the other one very interesting do very well. You taught me quite a lot on this. You have a Facebook group or you have something going on here. Do you have any other thing you want to add on that? I think I mean, dude, you laid it up. Pretty simple. Yeah, I think I just add on everybody that like all assets, right? We talked about all the good things, everything else like that. And I don’t want to be a simple cheerleader. I want to help people be effective in this asset class. You got to look out for demand. So oversupplied markets, right? And that is your your your biggest enemy. But outside that everybody I operate off a rule that I call my margin of stupidity. And that means when I’m buying an asset, I need it to be an asset that the market is so good, right? That even if I’m an idiot, I’ll still be successful. And we do that by evaluating what we’re buying it at and our overall market price. But then if I can do a good job at it, I am rewarded for those efforts, and I’m rewarded greatly, but if I’m an idiot, I’m still okay. And that’s really what you want to do when you’re investing. You shouldn’t have your investing strategy on any real estate be predicated on you being super smart. It shouldn’t be predicated on future events taking place just how you think or need them to like a cell or something like that. Because you’re incorporating risk and you don’t need to do any of those things with self storage to make them work. And I think you know, that’s really the beauty You have options you have choice

Since the cashflow you can sell them for higher you can improve them. There’s a lot of opportunity at very little cost as capital expenditures and everything else to reposition the assets and hold for the long term. Yeah, so we I do I have a Facebook group, it’s a self storage income, go check it out. But we have a Facebook group where we give everything from models away to lessons educational stuff, you can go to our site self storage income.com Join the community, I have a really high level group if anybody wants to be like, I’m really doing this I’m serious about it. And that’s just my inner inner circle that we do. But you can also check out the podcast self storage income, you know, we give everything out away and the my book, growing wealth in self storage by AJ Osborn, we go through case studies everything out so we try to put as many resources out there as humanly possible for everyone to do to learn more, if you’re interested in it, jump in, you’re going to be amazed at what you find. It’s it’s exciting stuff.

Love it, love it. Love it, man, that was really, really good and entertaining. And I’m gonna check out all your stuff and look at it myself. I like it. Thank you folks for listening to this episode of the real estate marketing dude podcast. If you have any additional questions and what we do we script that it distribute videos, but I really want you to check out our software, which is called referral suite.com That is referral suite.com We make sure everyone in your network knows who the hell you are. And they stop cheating on you with other real estate agents, lenders and everybody else in your market by constantly creating content and keeping you top of mind. So go and check that out. It’s our newest product and we’d love to see what you think about it. Thanks for listening to other episode. We’ll see you guys next week. Bye 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 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.

Be a Solution with Lead Generation, Not a Sales Person

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Today we are continuing the conversation on how you can use the recession to launch your brand in front of everyone else. While everyone else is cutting costs and attempting to just weather this thing through, you should be capitalizing on the marketing vacuum and making sure everyone knows your name.

Three Things You’ll Learn in This Episode

How you can capitalize on lead generation without spending a fortune.
How to develop a message that clients relate to.
How to present the right solution to sellers and earn a bunch of new clients.

Resources

Transcript:

What is up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Welcome, folks. It is October 20.

Thursday, we’re seeing interest rates at 7.7%. You got the Prime Minister of Britain just resigned in three weeks What the hell is going on? Guess what, who the hell cares? What you do is you focus on your business right now. And none of the noise because if you turn on the news, it’s very depressing. So beyond that, what we’re going to be chatting about on this video, or on this video on this podcast today, I don’t have any guests. I’ve been enjoying doing these little teaching sessions. And I don’t practice these you guys, I just sort of get up and just everything here comes from the hip. But if you watch or listen to last week’s podcast, I talked about one thing to own during this market in this recession, and that is your database. I’m not going to talk about database during this podcast, because we’re gonna switch towards if you’re going to do lead generation, what kind of lead generation and that’s the topic of today. You have to own your database. First, folks, I’ve been saying it for years, it’s the only recession proof business model now seen it before there was a recession.

The truth is, you have to own your database, because it’ll support you in any single market you’re in. Alright. So if you did not listen to that podcast, I highly recommend not only do you subscribe to the show, you leave a great review, go listen to that podcast. And let me tell you why owning your database is so important not just in the recession in any market, because you don’t have a business without it. But I want to talk about where opportunity is going to be going forward into this market. And

I’m one of the first people that said, we’re going to, we’re going to have a big reset here, I saw this in oh seven, I saw this in a way I was in the mix, I saw the behind the scenes. And I’ve done this before. I’m so excited for this market. What I’m not, I’m sad for it, because a lot of people have the potential to get hurt. However, from a business perspective, I’m excited about it because I know how to make money in these markets. And what I’m going to share with you today is going to be where if you’re going to start focusing on lead generation, where you start focusing, right. And I’m telling you this because we see a lot of data, folks, we have a company called the owner, advocate and owner, advocate agent. And if you want to visit owner advocate agent, it is all about giving sellers, multiple options, sharpening your listing presents presentation during this time, and using options as leverage to create and attract more listings. But beyond that, we generate a lot of leads, motivated seller leads and we have been sort of behind the scenes for the last 12 months, we anticipated a lot of the things with the market was going to happen. We didn’t know what’s going to happen this fast. Now that we’re here, I can tell you exactly what’s happening in the background, because we know what kind of leads we’re creating. And you have to look at this from the macro perspective. What were sellers like at the beginning of this year, say prior to June or July? What were sellers like that they’re arrogant, oh, my house is worth this Oh, everyone’s because they’ve been spoiled for the last 12 years. The challenge we’re all having right now and is Hey, your house isn’t worth what it used to be sorry, the market change. And for many sellers, they can’t understand that. And it’s going to take some time it did last time. But the reality is starting to set in, because the truth of the matter is that people are worried about investing right now. And the ones who aren’t don’t have any money issues or any financial constraints. But for the majority of people out there, the housing has gotten more expensive with interest rates and all the above. So what you’re going to see Mark my words as a prediction, if you’re going to focus on anything you focus on listings now, you should always be focusing on listings, but what kind of listings is that motivated, motivated sellers. Okay, I still don’t understand why real estate investors never have a problem in any type of real estate market. Real Estate Investors were still buying properties for pennies on the dollar in the last market when they’re all selling over list price. And they’re gonna be buying a lot of properties into this market. And

sellers are more likely to entertain a lot of these alternative solutions during a market shift like this, which is why you need them.

What’s going to happen is that you’re going to have a lot of people unfortunately lose their jobs. You’re gonna have people are getting squeezed. You have people that are just looking to get married, but they can’t sell their house to move out of it because it’s not worth what it was. Folks, I want you to think about everybody that bought a property from the time I would say

A 21 at basically almost anytime. And I would say in 2021, almost almost all of them are going to be underwater very soon. And I know that’s not something a lot of people want to hear, but the cost of selling folks is 678 percent alone. And if someone bought a house at 5%, down, they’re already underwater on it is what I’m seeing in most markets as we’re seeing anywhere between a 10 and 20% correction, depending on where you’re at. Midwest markets, lower priced markets a lot safer, but where I’m at on the coast Gergan crush, which means there’s a lot of back demand for properties that may be underwater. And that’s the that’s the worrisome part. Now. In addition to this, though, there’s going to be a lot of motivated sellers, when when there’s a recession, people pull back on spending, they go into saving, one of the places that they go into saving is hey, my house is like my equity trap, I got 300,000 hours and equity, I’m gonna go ahead and tap into that for right now. Use this money for the time being to weather the storm. So how do you what I’m getting at is you want to focus your lead generation efforts on motivated sellers. This is one of the reasons why real estate investors are so great at creating a solution for him, which is just known as a cash offer. One you have to have a cash offer in this market, there’s going to be a lot of people looking for him. And it’s not a matter of whether or not they take you up on your cash offer, it’s that you actually have one for a solution because people who said who have a who are distressed or who raise their hands immediately result to what’s known as a fast solution, which is what a cash offer is, see the only thing real estate investors have been really, really good at. I mean, they’re good at a lot of things. But I mean, from a marketing, the number one thing they’re really really good at, is taking that cash offer and putting it in front of people that really need it or are facing the housing problem. And they do all that through buying the right data, having the right data, putting their offer in front of people that are distressed, and there’s 1,000,001 ways to do that. What they’re not doing is they’re not farming an area, they’re not farming Every Door Direct Mail, like most Realtors do, and do a blanket market approach, or a bus stop mentality or a billboard type of approach, throw a lot of shit at the wall and hope something sticks. That’s not what you do for lead generation. That’s what you do for branding. for lead generation, you need to be dialed into that message, you need to know exactly who the client is. And you need to provide a solution for them to exchange and get a lead. And one of the solutions that people are going to need more than ever are going to be exit strategies for their properties. Right. And the cash offer is always the one that generates the lead. My partner Dustin, at owner advocate agent.com

generates a lot of these leads lots of these leads, Justin’s got a portfolio of 100 homes in Phoenix. And he’s Jenner he’s bought all these properties because he’s mastered the cash offer process. But what’s really interesting is that he never what do you do with the rest of the 90% of people who don’t take their cash offer? That’s why you need a solution folks I’m getting at is creating your listing strategy, one focusing on sellers, 100%. But creating alternative solutions for sellers is where I believe you can win. It’s the main reason why we created owner advocate agent. And it’s because we know that sellers want options. The real estate market has never changed in like the last 3040 50 years. If you think about it the same way your parents bought or sold a house is the same way we’re doing it today. Whereas the car industry has vending car machines and Carvana Carmax, there’s been all these reiterations. But when it comes to the real estate industry, not so much. And you ask yourself, why is that?

Like, it’s still hey, here’s a 5% 6% listing, and here’s the way it’s gonna go, this is my listing presentation. And it’s going to be my way or the highway, you don’t have any other options you see during the shift is time and it gives you immediate opportunity to introduce a solution. It’s when there isn’t a shift that people aren’t looking for that solution. And there in fact, is the opportunity.

So what kind of different offerings should you put together to sort of combat and regardless of where you’re focusing your marketing efforts, it’s how you do business that makes you stand out and build a bigger brand that people actually know. And what we know is going to happen is that there’s going to be a lot of motivated sellers. And when every other agent is offering the exact same thing, there’s your opportunity, because when a shift like this happens, sellers are looking for alternative solutions, which means some of them might pass up on that agent that has been referred to them or that even they used in the past because they’re seeking a more important solution because things are getting tight. And I’m stressed. Hey, I don’t know if that other agent can give me a cash offer and this option. So I’m gonna walk you through a couple different options just to get you sort of creatively thinking, and I’m gonna invite you to come check out owner advocate agent.com If you want to take it further, but the first option you need is a cash offer. I highly recommend you to get investor friendly in this market. Find investors investors buy 10 to 12 properties a year, at least the good ones, and I’d much rather if I’m the buyer’s agent I’d much rather sell to one guy or gal

I know that buying multiple properties in this market because they don’t care about the GFCI outlets, they don’t even care if they’re in place, whereas a residential buyer is going to get pissed off that GFCI outlet isn’t in and they’re gonna bitch about a $20 inspection issue. That’s the truth of the matter is, so we have to look at how we’re working, because investors right now are Silva tating on the sidelines, not only would I be working with investors to get cash offers, but I’d be working with investors on the buy side because there’s going to be opportunities for them. And a lot of those will come right off the MLS, believe it or not, whereas that wasn’t the case a year ago, Tony focuses what happened last time.

Another thing I would do, I think every agent needs to adapt has a fix. In this program, what’s going to happen is that a lot of people want last year’s prices for their house. And even though their house is dilapidated, it has shag carpeting, formica countertops, brown, ugly appliances, with smoke stains on them, they’re not going to get top dollar for their house unless it looks in tip top shape. So one of the options you can implement into your listing marketing plan is, hey, I can help you flip your own house with a fix and list program. That is very sexy. Because how many agents are offering that right now, you know, these are available in every single market. And if you don’t know, go to owner advocate agent.com.

Like you could implement a fix, fix and lists program immediately and how people flip their own houses. Because what’s going to happen is that people are going to be like, hey, I want $500,000 For my house. Sorry, dude, your house isn’t worth $500,000 anymore. There’s been a market shift. I don’t care. I want $500,000 For my house. Alright, sir. Well, I have one solution for you. If you want to do this, we need to fix it up, I need to put about 15 to $20,000 worth of work in here. And then I could think I could get you closer to $500,000 Do you want to do that? I don’t have the money to do that we do and we have the contractors and you could pay them all at closing so that you could flip your house with no money out of pocket. That’s a solution folks. Okay, so what I’m getting at is crafting your listing into solutions a cash offer is nothing more for a solution for someone that has to get the hell out of fixing this program is nothing more than a solution for someone that wants to sell it for more money. Okay, your typical listing presentation can’t promise any of those. I’m not saying get rid of the listing I’m saying you keep it but add on multiple options.

Number four bridge What if you have to sell your house right now but it can’t sell what are you going to do? We’re gonna get the buy and sell at the same time but because the market slow you can’t time these transactions out anymore because you don’t know when that listing is going to sell. And even if it does sell you have to adhere to the buyers terms and they might be demanding 30 Day clothes Well, the buy side puts you in a pickle because you can’t find that property soon enough and that’s what a bridge solution does. A bridge solution is like a modern day solution for people that are buying and selling a house at the same time.

There’s going to be a lot of those people that are stepping up stepping down and all of the above even with the recession life’s going to happen folks. And because it’s not as easy to sell your house or it won’t be as easy to sell your house as before and there’s gonna be higher market times a bridge solution comes into options. Right off the bat I just labeled out four different options. I one of the options I’m really excited about what’s a sale leaseback sale lease backs are really really cool. It’s for someone that wants to cash out but not leave that options available in certain markets right now throughout the United States. How interesting would it be to just market all of these different options? How interesting would it be to create a lead generation funnel for each option and put that option in front of people that have that problem?

See, wouldn’t we want to do lead generation it’s very simple it’s not a blanket like approach you need to identify a specific problem somebody has and create the solution being your service the problem that every agent has those everyone has the same service none of them are solutions but they’re all self serving five or 6% It’s my listing or the highway go home hit the bricks pal see what a Stephen Baldwin

move there this is what I’m getting at guys is like you have to have solutions in these markets. Short Sale

if you don’t think foreclosures are coming here and saying oh the markets never gonna go down folks how long have you been selling real estate three years? How the fuck are you going to tell me we’re doing this for 20 years the market is going down this is what happens this is a shift all of these people remember so what you guys put on social media is timeless. Everyone was predicting the market wasn’t gonna go down and brick in

January February March April May you got to egg on your face dude the market went down. So like don’t just take some pundants talking head points do the research yourself and give people what they want to hear. When people see the market is not doing well come out and say it’s not doing well don’t sit there and say well it knows the booster Good boy. When you know it’s not yourself. That’s the reason why you’re not buying

instead offer solutions. Okay?

Options, folks options and that’s just on the sell side. Let’s switch over to the buy side. What kind of options can you talk about on the buy side? Well, on the buy side right now I’m 100% focused on real estate investors.

I’m 100% focused on a

In investment purchases, I’m changing my message from buy home versus buying investment. Because the reality is, is that people who do buy now, they should be patient, but go for the right deal. People don’t buy a house unless it’s the investment angle of it. So you know, and if you guys want to know more about changing the conversation, go look to a podcast I did a few weeks ago, where we go through a lot more of those different strategies. But you see, there’s a lot of opportunity here, you guys, because what nobody does is changed their tune when the market shifts. And that’s why so many people are going to be dropping out if not already from this business. But that alone is the opportunity, because the reality is, is that there’s going to be 1/3 Less transactions this year in the next 1218 months, which is already showing through in the stats, and those numbers are correct. But at the same time, there’s going to be more than the difference leaving the industry, which is a huge opportunity. When you combine that with offering and revamping and coming up with a solution based approach to your business, that can be very powerful for brand because it’s what you do in times like these and adapt to that build a brand for the long term while everyone else goes out of business. This is exactly what happened in 2007. The only reason I know this is because we adapted to short sales at that time, and short sales are going to come back. There’s going to be foreclosures, you need to be educated and all these different aspects of the market, because that’s what people are going to start asking about. Buyers are going to start asking you about, hey, I’m just going to hold off for foreclosure those coming back. You need to know how to intelligently answer that question, which is different for every state because there’s different foreclosure timelines.

There’s folks, there’s a lot of opportunity out here. And you might not see it yet, but you have to start preparing for it now. Because it’s going to be here faster than you know it. And I don’t think we’re I mean, we’re not markets, the markets resetting it’s correcting. This is actually pretty normal. But despite outside circumstances, it’s getting low. Interest rates went up way too fast. And they should have just stuff that’s out of our control. But what we can control is how we react to it. Okay, so what I’m telling you guys is react to it, I want you guys to look at your business today, look at it, where can you improve it? What levels of service? Can you add? What is your listing presentation look like? What kind of closing gifts can you get? Can you enhance those? How are you going to stay in front of your database during these times? You know, what am I what is my listing presentation going to look like? What am I going to do differently because if you’re still going to be doing the same thing, that’s when you stop growing, you have to take these times, see where the markets going and do things differently. There’s two things I’m advising and I’m going to be screaming out for the next 20 weeks, at least maybe six to 18 months and one is going to be on your database. Like I said before, listen to that podcast from last week. But the second one is going to be adapt

your services to where the market is going. Right. The riches are in the niches in a recession. In an in a changing market like this and whether that means you become a rental or leasing agent I’ve seen many people do that in the past. Or you become a REO agent, a short sale agent, you become a divorce agent or you become a specialist of a neighborhood. It’s time to niche down from a lead generation perspective and niche down on your lead generation offer a specific solution to a specific problem and own that don’t be everything and everything to all people do one thing really good from lead generation before you move on to another lead generation activity. But always stay in front of your database, because they will always feed you during a recession. If you’d like to semesters folks where I want you to go ahead and visit owner advocate agent.com. Owner advocate agent.com. You’ve heard me mentioned a couple times on the show. And that’s just because we just launched on their advocate agent we’re really excited about it. I do believe that we’re gonna be able to help so many different real estate agents throughout the country, adapt a new model and not only

weather, the recession but dominate within it. And you could do that all at owner advocate agent.com Have a great week and we’ll see you guys next 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 into your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Transcribed by https://otter.ai

Own Your Database

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Today is gonna be a quick lesson on how you can not only survive, but thrive during a recession. While everyone is cutting costs and sacrificing marketing, you can start dominating the field. One of the best ways to do that is to start with your database.

Three Things You’ll Learn in This Episode

How to seize opportunities in this market.
How to use your database to maximize clients.
How can we stay in front of our database?

Resources

Transcript:

So how do you attract new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas a 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, I don’t have any gas, we’re going to do a little bit of a teaching moment. And with this recession, with all these things coming on, I think it’s more than ever important if someone helps lead the way, from someone who has actually been through these types of markets before. I know it’s coming, I feel it’s coming. I’m ready for it. So I want to be able to provide a lot of that insight because I’ve been here before, folks, I’ve done this in the past, and I cannot wait to do it again. First off, these markets are great, there’s a ton of opportunity in them. And I understand that you may be scared right now. But don’t be be encouraged. Business may be slow a little bit for the time being, but it’s okay. It’s what you do now, though, that’s going to pay off tomorrow. So this is the time when you do not sit down and go hide in the closet, because you’re too fucking scared to go out there because you don’t know where your next commission paycheck is going to be. This is not the time that you go out and you start crying, and just keep on doing more and more of the same. This is when you look at your business and you focus and working on it. And what I want to dedicate this week’s show to is one of those little areas that I’m going to encourage you to focus on, and that is going to be on your database 100% This entire podcasts gonna be focused on just how to own your database, and I want to take you through a very simplistic way to stay in touch with them. Now, I literally just got off a call. And it’s the same question every single time I get, how are you staying in front of your database, you know, when we bring people on board, we’re recruiting their content, and one of the things we do with them as we build their database for them, so that when we create their videos, we put the videos in front of the right people and the right people are always the right people, you know, past clients, friends, family, aunts, and uncles. And I’m just shocked that literally, no one ever talked to you as a system to stay in front of their database, or stay in relationship with them. And every single person I talked to well over on average, over 6070, most times 80% of their business is coming from that very database, but they don’t even have a system to market it and stay in touch with it. And to me, that’s just crazy. Like, folks, we know where the business comes from. In this business, it comes from people we already know not strangers. Okay. We’ll, we’ll do a lead generation podcast next week. But let’s focus today on sphere of influence over 80% of businesses comes from people we know we met in the past and we personally used or we run into over 80%. So the number one, regardless of the market conditions, the number one form of marketing and a real estate agents business is always been to stay in front of their own database. And let’s first define what your database is, and I’m gonna show you how to stay in front of it. First off is your database is not a combination of a bunch of leads. It’s not your farm area, not the way at least I’m gonna explain it to you your database is a combination and a collection of the relationships Haven’t you haven’t lived. So your database is your entire Facebook friends lists your IG followers, your personal email list the people that you have in your cell phone, those are your database base, okay. And the best thing about real estate is that this is the only business in the world that you can start and have a built in clientele. The problem is, is that you have to take that built in clientele and earn their business. But more importantly, before you could earn their business, they got to make sure they know what the hell you do. And that alone is the problem in itself. So during these types of markets, when you see a recessionary type market like we’re in today, and you’re going to continue to see us the rates will go up a little bit further. I think we’re in October 14, as of now, the market is going to get scarier and watch what’s happening overseas, especially in England right now, there’s a big crash coming over there. It’s gonna affect our market too. You got to look at these types of things and be ready for it. But the reason why you want to own your database is because people within it are still going to move. Some people are going to get sick, some people are going to lose their job, a lot of people are gonna lose their job, unfortunately,

a lot of people are going to lose some income, some people are gonna get a promotion, some people are gonna have kids, some people won’t get divorced, lots of people are gonna get divorced in a recession. But some people are gonna get married. It doesn’t matter when life happens, people move. And of those people who are going to move despite what interest rates do over 80 plus percent of them are going to use the first person they speak with, and that’s either going to be you or it’s gonna be somebody else. That’s marketing like me. So if you want it to be you, here’s exactly here’s what I recommend doing now, very first is that your database has all the relationships you have in life, okay? And each one of those relationships you have in life is worth at least $25,000. And here’s why everyone lives somewhere last I checked unless you have a bunch of bums as friends. But if you’re in real estate, that’s probably not the case. Nothing to the bumps against the bumps, I saw a bum shoot someone on Encinitas downtown yesterday. So forgive me, if I’m on politically correct, I’m gonna have a lot of love for the bums right now.

But that’s another story.

Your database is going to be anyone that you’d say hello to in a grocery store, walk down the street and say hello, or feel a pain in your stomach like a knife was going through it. If you found out they bought or sold a house without you. That’s your database. Now, the only way you can stay in touch with them is to set up several different communication channels, several different ways to stay in touch, which is why you need to build an email list, which is why you need to build a direct mail list, which is why you want to continuously be creating content on social media because your email list your direct mail list and your social media accounts are nothing more than just channels to stay in touch with the people you already know. Because 100% of the people you already know have the ability to refer you one deal. This means that 100% of your Facebook friends, your IG followers, your email list your neighbors, your aunts, your uncles, and every single person that you know that you come across with 100% of them have a referral for you because everyone knows someone who’s moving. The question is, are you going to get it or not? Well, you increase those chances of getting it when you become more referral you become a referral when you become more marketable when you start becoming more marketable requires creating content that reminds people you’re in real estate. It is really that simple. People always want to farm strangers like I get on Oh, my farm area, oh, I’m gonna go farm area, folks, the best farm area have are your Facebook, friends, your email, as I just listed them up. It’s the people you know. And the main difference between farming a bunch of strangers versus farming the people you already know is that strangers don’t refer things they’ve never experienced with in the past. But relationships do. Very important point. So we’re going to farm your database, and I’m going to teach you the three channels that you’re going to farm your database with, that will make you unforgettable, and you’ll attract more business. The only time it doesn’t work is if people don’t like you, and it’s nothing we can help you with. You’re in the wrong damn business. If that’s the case, this is a popularity contest. This is the people’s business. And if you’re not a people’s person, or you don’t want to be whether you’re an introvert or an extrovert, it can be very difficult to attract business. You’re going to be the hamster wheel of lead generation, your entire career you’re gonna burn out as soon as possible. So let’s go through this direct mail. If you’re not direct mail, farming your database, you are losing money.

Direct Mail, Mike, does that still work? You bet your assets still works. That’s the reason why Bed Bath and Beyond and every other major corporation is doing it. If it didn’t work, trust me, those people are a lot smarter than us. They have a lot more money than us, and they wouldn’t be doing it. But here’s why direct mail works. And everyone has a direct mail list your direct mail list guys. First off is your wedding list and all your past clients. Okay? So if I imagine everyone that you’d invite to your wedding or funeral with an unlimited budget, that’s part of your direct mail list. And don’t tell me you don’t have their direct mail. You invite them to your fucking wedding or funeral. You have their direct mail. Or you can get one because everyone could everyone has a wedding list. But when it comes to real estate people, oh, I don’t have a direct mail list. We’ll go get fucking married and then all sudden, you’re going to have a direct mail list. I don’t know why it works that way. But it does and anyone you’d invite to your wedding, wouldn’t you expect to do business with you. That’s why you farm them. So I want to find my wedding list. And then I want to add on my past clients to it. That’s your direct mail list. Okay. Now, if I am going to farm them with direct mail, here’s why it works. Everything I explained to you is going to be mathematical. If I sent my direct mail lists full of relationships, one postcard a month. I just kept doing that 100% of them are going to get it 100% of them are gonna get it, they’re gonna get the postcard in the mail. I don’t care if they throw it in the trash. I don’t even they just physically engaged with me. Direct Mail is the only channel that’s going to give me a 100%. receivership rate. Because everyone on my list is going to get it and it’s the only form of marketing that’s going to be physical. Think about that. If I have 200 people on my direct mail list, 10 to 15% of them are moving this year. Okay, so that’s 200 People getting one postcard a month. There’s probably anywhere between 20 and 30 deals right in there. But 100% of them have a referral for me so am I more likely to get the referrals if I keep showing up on their doorstep each and every month? You bet your sem it’s the same reason why direct mail farming still works today. But direct mail farming doesn’t work over overnight. It works over time. And here’s how that works. People pick a neighborhood of 500 doors, and they start farming them. Year one, you might get two listings, year three, you get three to four, year three, you get five, seven plus, and all sudden you got a business, right? Well, why is that? Well, it’s because you consistently kept showing up to their doorstep each and every month where that people finally said, hey, that’s the neighborhood realtor. The only difference between farming a relationship versus farming a stranger in your farm is that that relationship will refer business immediately, the foreign person won’t, you need to pop up a long time to do so because they’ve never experienced you themselves. So I want you to apply that. If you find your book or relationships, your wedding list plus all past clients, would you do more business? And the answer is absolutely, because a certain percentage of those people are going to move in 88% of them are going to hire the first person they speak to. So that’s either going to be you or it’s going to be me or gonna be someone else that’s marketing them. Which one is it going to be, that’s why you farm your database people go, it’s gonna be too expensive. Listen, it costs $12 a year to send that person or that contact $12 a year to send that contact a direct mail piece, and that’s sending your direct mail pieces $1 A piece 12 You’re saying you won’t spend $12 per person in your relationship list a year, that person is going to move in five to seven years, which means that $12 I’m going to spend a whopping $100, staying in front of this person that I have the potential to not only generate the referrals for the rest of my life, but I have the potential to get their repeat business for the rest of my life. And everyone buys three to five houses over the course of their lifetime. That’s why I said Every relationship is worth $25,000. Because every relationship is going to move three to five houses, they’re going to buy three to five houses over the course of their lifetime, which will equate north of a $25,000 commission unless you live in the sticks.

That’s why it matters.

Now, let’s go through channel number two, that’s just direct mail, channel number two, email, video email. Specifically, if you were to send one to two video emails a month to your database list and the people on your email list are going to be everyone that’s on your wedding list. But plus everybody else’s whose direct mails you don’t have what’s going to be your evite list, that if you had a birthday party, you’d invite everyone in the world to you have an unlimited budget, open bar, anyone you’d invite to that party or that including past clients. There’s your email list. Same, the same statistics are true 10 to 15% of your email list is moving this year, but 100% of them have a referral for you. So I want you to do the math, if I am to consistently video email. And I’ll get to the content in a second but video email database one to two times a month that’s gonna give me anywhere between another 12 and 24 touches to my email list, we see 40% open rates on these pretty consistently north of that it’s even much higher many times. But 40% Most people are gonna open those emails. Well, it’s just a numbers game 10 to 15% of those opens are going to move on 100% of those opens, are going to have a referral for you. The question is, are they’re going to use you. Referrals happen instantly, you either get it or you don’t when you’re top of mind, you’re more than likely to get it when you’re out of sight you’re not. In either case, whether that’s not moving or they’re referring you to moving. It’s all about attention who they think of first. That’s who they hire.

Question Who is going to be you? That’s the question.

That’s just email. Now if I have email and direct mail going at same time now let’s apply that same concept to social media. On social media, 10 to 15% of people see your shit, they’re moving 100% people see your shit, they have referral for you very simple, be very loud, be very proud and go through social and create a whole lot of content because 100% of your Facebook followers, friends, family, aunts and uncles live somewhere. Same with your IG. Same with LinkedIn. Look at when you’re creating a lot of content on social, whether you’re doing video or reels or whatever the hell you’re doing. You got to be consistent at it. And you got to post more on social because out of all the engagement you get out of all those views the same statistics are true 10 to 15% of the people who see your content will be moving 100% of the people who see your refer who see your content have referral for you when they give you the next one. See when you combine direct mail, email and social media and just stay in front of the people you’d invite to your wedding or funeral you’re going to transact business it’s impossible not to unless all those people don’t like you but if that’s the case then you have the wrong damn list or you’re in the wrong business like I said earlier it regardless of the market it let me just do ROI on this like what were the costs out of their direct mail you give a video email system you just video emailing them people asked you expect all too expensive. Oh God, so expensive, so expensive. What are you talking about? I just told you direct mail cost it’s $12 per contact. If you’re not willing to put in $12 per contact. You’re not running a business your salesperson chasing a check, video email, create the damn videos put in the time. What does video email subscription cost you $49 A month you’re in business dude, you gotta cost you’re gonna have cost of doing business. This is one of them. We call them cogs cost of goods sold.

Oh, I don’t have time.

You do this in two ways, you either make the time or you pay someone to do it. In either case, not doing it is not optional. It’s a necessity. It’s just the way the market is. And the ones who were very loud and proud right now I’m tie this back into the recession and land this plane. But the ones who were very loud and proud right now are the ones who will be very loud and proud after the business after the recession is over. The statistics are already showing month over month, we’re already 33% down in transaction count. And what we’re seeing is that we’re gonna experience about a third last transactions this year. But at the same time, what we’re also going to experience is a large number of agents leaving the industry in the next six to 12, maybe even 18 months, which is an opportunity for everyone who remains in it, the part timers are going to leave like they do in every reception, the full timers in the business people are going to take over. But the number one audience, the first take over are the people that you already know, before you try to go out and take over ones you’ve never met. It’s extremely important to understand the number of agents who will leave the business will be greater than the third list of transactions we’re going to experience, which means there’s going to be less agents doing more transactions. The question is,

Which route are you going to hit. So when you want to

the number one thing I would do in my advice to you guys, first is pull lead generation immediately if you’re spending money on ads, and all this other crap, don’t do it right now. And the reason why I’m not talking about if it’s still providing a positive ROI, I take that back, keep doing it. But when this times change like this, what happens is that the ROI you had six months ago on the lead your bind is not the same ROI you’re gonna have today because consumer habits changed. And that’s what’s scary about it. So you have to be very careful in the shifts. But the one audience that doesn’t cost a lot to markets, you always double down on that is ready and able to be infiltrated. Because the same number of people are going to move within it is always the people that you know, like and trust, or that you’d invite to your funeral. Focus on serving all of those people and re establishing ties, and owning those that database until things stabilize again right now. And if you don’t have a database, this is the time you start building one because not staying in touch with the people that you already know like and trust is only losing money. And if you’ve experienced anytime within the last six to 12 months of logging on to social media and learning that a friend or family member or even at a party learned that a friend and family member or someone you know well bought or sold a house without you that just means that you’re not doing a good enough reminding people what you do for a living because it’s not their job to remember what you do for a living. It’s your job to remind them folks, if you liked this episode, and you like what we had to say today, I want you to go ahead and visit real estate marketing dude.com and a couple of weeks we’re going to be rolling out a marketing software called brand new that is going to do all of this stuff for you and stay in touch with your database. I encourage you to check that out if you liked this message today because I want to make database marketing great again and what we want to do with that that’s what the software is going to do make staying in touch and nurturing your network easier, simpler and not take up a lot of time. Thanks so much for listening other episode real estate marketing podcast you have any additional questions please feel free to visit us at real estate market dude.com We script we had it we should be videos for people and we have many other different services but our main thing is just building your personal brand and attracting business from the people you already know. Thanks for listening. We’ll 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 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 the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Art of Conversion

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If you don’t have a strong skillset, then it’s time to work on one. Conversion is probably the strongest one you can have and it’s as easy as dating.

Rock Thomas is the host of the top-rated Rock Your Money, Rock Your Life Podcast, a bestselling author, and motivational speaker with over 30 years of experience in personal development and coaching.

Three Things You’ll Learn in This Episode

How do we deal with the market shift?
How to stay ahead of the market.
Make sure you aren’t missing out on clients.

Resources

Transcript:

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, what we’re chatting about today, folks is going to be a skill set, you’re going to need more than ever, especially in this changing market place because people are gonna have a lot a lot of questions. But if you don’t know the art of conversion, how to talk to people. Basically, if you suck at dating, you’re gonna want to listen to this, because conversion is nothing more than just dating. I’ve been saying it for years. And all I ever say is like when you go out and you meet met your significant other, you didn’t just go in there and just have commission breath all over her, did you? And you know that commission breath at that time was more like, hey, when can I take you home? What we’re really chatting about is how did you get her to laugh? How did you get her to actually go to the next step in that conversation. And there’s actually a very, there’s a science to this, you guys. So whether you want to call it the art of persuasion, the art of conversion, I have one of the best guys in the country that can teach this to you today. Without further ado, I’m going to introduce him His name is Mr. Rock, Thomas rock. How are you doing, buddy?

I’m doing awesome. Really great. Thanks for having me on the show.

Why don’t you tell everyone a little bit about your background, I know you got quite an impressive resume, but tell everyone about whom you are and a little bit about what you do. And we’re gonna get right on into this

32 years experience in real estate. Now an author and a speaker and NLP practitioner and all that kind of good stuff. I was just speaking at an event and asking people what have you done in personal development. And I stopped counting at $1,000,000.78 Tony Robbins events. I’ve worked with Tihar Becker with Deepak Chopra, a whole bunch of people. And at the end of the day, you know, if you’re going to be really good at sales, you have to get to a place where people know like and trust you. And it sounds so cliche, but a lot of people don’t know how to do that. And so, after starting in real estate in the 1990s, I was really, really bad. Because I didn’t know how to do that. I sold one homeowner my first year that I sold 32, because I had a mentor and I got some training than 4565 99 101 that I bought the company to get from 330 million to over a billion in sales. I’ve hired over 1500 realtors in my lifetime. And I’ve sold over 200,000 single family homes through my teams. And so I’ve seen a couple of things. And at the ripe old age of six years old, you figure out, you know what works and what doesn’t work. And so now I help people navigate through that. And at the end of the day, if you want to make more than an average living, you have to learn how to convert leads. And so there’s a simple four step process. I teach it, I talked to it. And I help people really just work less hard and make more money. Because when you’re speaking to somebody, you’re either going to convert them or somebody else is so why not you?

It’s absolutely correct. And books he’s got a quite an impressive resume. And are you going to say that when you built all these different teams and our brokerages, all of them use these four pillars we’re about to get into is that correct?

Any great realtor does. Most people just don’t know how to break it down into an art like you said. So they they do it but they don’t know what they’re doing. A lot of people can’t teach what they do. I’ve gotten really good through my training is to simplify things and show people okay, if you’re not building rapport, which is the first step, then people aren’t going to feel comfortable with you. And when people don’t feel comfortable, they don’t make a decision. So you might as well understand the different elements of rapport. We talked about visual auditory, kinesthetic, we talked about physiology, we talked about matching and mirroring, and all those different things that we can get into. But when you study those and become a master at each one, you can do them naturally. So that creates more space in your conscious mind to be prepared for something else.

So go ahead not to do that. You hit it on the head, folks, if you can’t build rapport first, you don’t stand a chance at step two. I knew this when I got right out of college I start selling real estate in the first person I sold a house to I have nothing in fucking common with this guy like nothing, nothing at all. This guy’s a total nerd. I’m like doing kickstands a week before I meet this guy coming out of college. I’m 21 years old. This guy’s like 42 or something at the time, total nerd and we had nothing in common. But that we were in a fraternity and boom, I had them and that was the first thing I knew right off the bat was common ground Common Ground Common Ground common ground because I didn’t have experience zero experience, right? Like who the hell is going to sell a condo? For under 50,000? Our condo on Michigan Avenue with a 22 year old kid, that’s just some punk wearing a suit. And it was only because you know what’s funny about that that’s totally reminds me a story. I ended up keeping a relationship with this guy. My entire career. I was in Chicago, and I known him for now. It’s been 20 years. But I ended up referring him a lot of business. And then probably about 678 years ago, I remember him telling me he’s like, Mike, I knew that was your first deal, dude. He’s like, I needed to know what the hell you’re doing. And all of the above. And he’s just like, I liked you. I saw you hustling. Like, I don’t even know how to write the contract. I remember he’s in our office. And I’m like, I run into to get the broker. And then he sees me going back and forth. And I’m like, sweating bullets. And, yeah, build reports first. So let’s get into this. We rock and I have been talking a lot and then sort of not in the podcast, I know rock we’re about to do some things together. And I you know, you what you’ve done and what I’ve seen you do in this thing is really brought me back down to my own the basics, that sometimes I pass up on and whatnot. And one of the things that I never understood in real estate till recently was Why does, why can two totally different people get the exact same leads, but have two totally different results. And I’ll never forget the stories that there’s this kid in my office I hired a while ago, kid comes in my office like smoking cigarettes, he’s wearing sweatpants guy stinks. I’m like, how the hell is this guy? Gonna make it in real estate? He was a package deal. I wanted his partner, not him. So I’m like, Alright, fine, we’ll we’ll take you in. That kid ended up being the best lead converter in the country in that whole company. And right now, I mean, these two kids, they’re probably millionaires by now. But why I’m like, I’m gonna How are you guys doing this? They were dating coaches. They used to teach guys how to get laid? No, they took the skill set, and they transfer it to real estate. And his key was, what do you do for your leads? How you convert him? Because I flirt?

Yeah, well, I’ll tell you what give you a quick story is back in 2013. When I was starting my Keller Williams franchise, I wanted to start selling real estate to show to my agents that a you know, it’s doable. And so I started calling for sale by owners and expireds. I went to this one that for sale by owner and it was two engineers. And they had their house listed for $342,000. It was cleaned. They wanted that money. There was other realtors that had come and visited. But I knew that most people don’t follow up. So I followed up every four days. And on the fourth visit, because I had built rapport. I was speaking in detail because they’re engineers, I slowed things down. Sure enough, I got the listing. And then I asked them, I said, You’ve had a lot of people visiting the property. Do you have anybody that maybe visited the property that I could convince? And I’ll charge you a little bit less for that person? Because you’ve done part of the work? Well, their eyes lit up? And they’re like, Yeah, honey, get the list, get the list. So we ran over? And wouldn’t you know it? There’s this line item page with 17 people on it. Emails, phone numbers, cell phones, the whole thing when they visited everything, why did they have all that they were to detail people and if you understand the disk model, you understand how to like somebody or be likable, then you can speak in terms that meet their needs. So I took the form. And not only did I sell their house in 24 hours for full asking price, but I sold nine people on that list other properties,

picked up a lead list and start converting them. Right. It’s already persuasion man like, wait, I was people work too

hard, because they don’t create that connection. They don’t talk in terms of what meets other people’s needs. They’re like, Well, I’m a visual person, I’m gonna talk quickly. I’m gonna and they missed the boat. So I just met them where they were at.

So important. I’m horrible at that stuff, man. So let’s get into it. I’m a high D squirrel. I want to get right to the point like I suck at my own sales dude. Like I’m hiring someone to sell my stuff because I suck at it. I’m not gonna lie, you guys, I don’t have the patience to try to talk you in to buying my shit. I’m more like you want it or not? If not, fuck you. I’m on to the next. Right. But that’s just my personality. So I’m interested to learn from you today. Let’s get into this. I want to go into the pillars. And I want you to sort of paint the picture here for us. And how and how we approach this and we’re gonna talk whether we’re calling people, right we’re gonna if we’re cold calling people or what you like, what do you Turman as as lead conversion or? That’s right. That’s right. So walk me through it. Where do I start? What do I do?

Well, I’ll tell you what the first thing is you want to create some sort of a connection if you’ve gone to a party, you know that people are like, Oh, where are you from? What do you do? Because everybody’s looking for that common ground that you talked about before? Yeah. Easiest way to do it is if I was to get on a call with you or something like that, and I heard you I’d be like, Hey Mike, what’s going on? Like, Hey, bro, you look like you’re having a great day. And

because you already got my vibe, right?

And so I will find something in the first 10 seconds. Like I remember a built a solar company out in Arizona and I went knocking on Doors with the crew to teach them and this guy opens the door. And he had these blue eyes. Like he’s like 65 years old burning blue eyes like, like Frank Sinatra. And the first thing out of my mouth was Hey, Blue Ice. How you doing? To guy? Say hello. I didn’t say nothing. And I go, do you get that Frank Sinatra thing. And we bonded and pulled me into the house. We were chatting he showed me around the house. I didn’t even know who I was

been a serial killer dude. Exactly. Wow.

So an example of you look for something that’s playful. That’s, that’s easy. That’s likable. That’s a little bit different people are bored with their life. So find a way to be alive. Remember, a little bit a little bit risky, right? Yeah,

I remember actually triggering all these memories. So I remember I always was more of a referral person. Like I’m not a prospector. Okay? You guys hear this every week on the show. I’m not a prospecting guy. I don’t like prospecting. It’s not my thing. Just because I don’t have the patience for it. I’m not good at it. But I did you know, I would convert Zilla leads, because I just get them organically people coming off the website. And I remember a family called in ones. And I did that. And she had the cutest Irish accent ever. And that’s what I said first, like, Oh my God, even oh my god, your accent is so cute. Oh, stop. Right then boom. A day later, I’m having lunch with them. Right? But um, that’s when I started realizing this, like dating analogy and all this other stuff. So how do you? Here’s how do you scan someone like, hey, like, boom, how do you adapt instantly?

Great question. So you know, the disc model. So there’s a way that you can notice that if you see somebody walking through the airport rapidly trying to move past people, they’re probably not a high s or a high C, they’re probably a high D. So when you start to study it, you can immediately from the cadence of their voice, know what they are. So that’s one category. Another category is visual, auditory, kinesthetic. And so when we get into details, you talk to somebody that says, I don’t feel comfortable making an offer this quickly, I need to talk to my parents. Well, that’s a kinesthetic person. They’re touching themselves, I don’t feel comfortable. So you don’t talk to somebody like that and say, but can’t you imagine yourself being here? Because imagine is a word used by a visual person. So you try to listen to the cues, and then you repeat the same cues. Can you imagine living here to a visual person? Could you see yourself in the backyard with your friends having a party? Wouldn’t that be awesome? No. Like, yeah, that wouldn’t be awesome. And so you use these different modalities to engage. So people fall into the category of they feel like they like you. Right? If you and I talk, and we go quick, and we drive and park quickly jump out and get in the bar, and we grab a drink quickly, like, Hey, come on, like, we’re not going to be timid sitting there going, oh, excuse me. Yeah. Right.

Well, it’s almost like if it makes a lot of sense, it’s almost like common sense it but we it isn’t. This is like equivalent to let’s just say I only speak Spanish. And then I’m trying to talk to someone who speaks Arabic, like we’re not gonna, we don’t, we can’t even hear each other. So instantly, we’re gonna disperse from one another, right? But you have to speak their language.

And the other part to that, Mike, is that most people think that people are thinking about them, but most of us are thinking about ourselves. So when you talk to somebody, they’re not, they’re not aware that you’re looking at their cues. So you can then be kind of like, stealthy, and really just fall into it. And before you know it, they’re like, they go up, they don’t know why I like this guy, I feel comfortable, or you got the Irish accent. There’s a bar, when I used to call offices to speak to say, an influencer. And I would get what we call the gatekeeper, back in the day when you’d actually do that. One of the things I used to say was, no matter what time I called a day, I would say, My God, what a cheerful voice for this time of day. Could be four o’clock in the afternoon. It could be nine o’clock in the morning and be like, that was your first line. Yeah, soon as it went, Oh, you know, ABC Realty, I go, my gosh, what a cheerful voice for this time of day. She’s like, Oh, thank you, hey. Because everybody else has gone there. Yeah. So little things like that, that fall into the umbrella of rapport. We could talk about just this forever. But the second stage is really to identify, you know, like to say that when the motivation meets the market, is when you have a transaction. But most people can’t identify both of those things. So they somebody tells them their house is worth 600,000 is really worth five, they can’t really quantify that they don’t know how to do that by asking the right questions. So they go okay, maybe it is worth six. There was a whole bunch of time they get to the house, and they list it and it never sells. Now the last two or three years you could be an idiot. And you could have sold you just had to live Sit at any price, and you’d have 20 people looking at it in a heartbeat. As you know, we’ve talked about before the markets changing. And so people have to go back to basics and get those skills and one of those skills is going to be asked the right questions to identify the value of the property. But more importantly, is ask the right questions to identify the motivation of the seller. I worked way too many times on deals where I came home, my kids were in bed, and I spent two hours with a little old lady that wanted some company, but was never going to list her property. And I got, I got pissed. So I really started to study, how can you confirm and five different ways that that person actually has to sell in the next 30 to 90 days? Because if not, it’s not worth my time to go over. And so I’ve perfected that with a series of questions that allows you to have a conversation, but actually to elicit through them what their true desire is, it’s kind of like back to the dating thing, right? Is this really gonna go all the way? Or, you know, am I wasting my time?

Sure. So what complement connect, then to Okay, so why are you interested in selling your house today? Yeah. Why did you click on my website? Am I do I have it? Right?

Yes. And so those are those are, you know, there’s a series of those general ones, what brought you to think about moving now, one of my favorite ones, once you get into it a little bit, as you can say, hey, you know what, Mike, if if we were to be able to get you the price that you want? Why don’t you tell me what would be the perfect moving date for you? Like the ideal you get to wave a magic wand? What date would be the perfect moving

date? It gives you the intention? Right? Yeah.

Because people will tell you things like, well, you know, what, if we could move in June, and then spend the summer up north at our country place, and save that whole thing, put some stuff in storage, and then buy in September, that would be ideal rock. And so now they just told you, they have a country place up north, you didn’t know about where they’re going to move in with their in laws, or whatever the case may be. And so all that as that comes out, the more time you spend, and the more information they give you, the more there’s a connection, and the more likely they are to transact with you. So you just keep on asking questions like that until you get the real true feeling, if they avoid you, and they give you like, Well, whenever I don’t care, doesn’t matter. Just give me my price. When they say vague and global like that, then I get concerned.

And in that, in that situation, if they are being vague. In your head, are you sort of like these other really serious or just fishing and they’re just bored, and they’re just talking

100%? So I’m always calibrating and then it might go back to hey, you know what, tell me why did you move to the area you’re in right now? Like, what drew you there? And then they start to tell you all the schools or the parks or this or that, or our aunt lives down the street. And so and so what’s that going to be like, not living near your aunt who did some babysitting for you. So how you going to work that problem out, because it seems like that was really important to you. And now you start to peel back and peel back. So you got to be a little bit able to jump around from qualifying the person back to qualifying the area of the property, and then back to the person again, because if they don’t know you, and it’s the first call, you’re on, like, imagine you go up to a girl at a bar, and you start asking her intimate questions. She’s gonna like, pump the brakes, buddy back off, right? But if you make her laugh, and you compliment her, and then you walk away, then you come back, and all of a sudden, it’s a deeper conversation.

Why are you still single? Why is a girl like you still single? Seriously, I must have hit the lotto here, I might just be in the right spot. That’s amazing. Seeing for me, I don’t have the patience to ask these questions, because I’m like that. Hi, Dee, is this harder for DS? To do? Because I would I would. I guess this is probably much easier for an S or a C to handle because the US is like the conversation was correct.

Yeah, the s in the in the eyes. Of course, the eyes are all over the place. They they talk a lot. They like to hear themselves talk because they think that you know, they say it best. But I’ll tell you toward the end of my career, and I’m a high D is I just walked into a home and I just sat down at the kitchen counter. And I didn’t go around the house and look at it. And you said 455 And they’re like, Excuse me. I go 455 is what we’re listed for. But you haven’t even seen our place. And so the Ss are like, but we haven’t connected we haven’t bonded you haven’t seen you know, the countertops and everything. And so you’re right to that point, it’s harder for a dt. But a D is very driven by outcome. And so ds will do what they don’t want to do in order to get a result.

true, very true. Ds are willing to do others most others won’t do Interesting, you can’t do this without knowing this, can you?

I mean, I wouldn’t recommend it. And the training that I do is I explained the disc. So they have a module, they go through these different areas so they can understand it, but I wouldn’t recommend it. If you’re going to be in sales, you need to understand human psychology and, and human behavior. So you can predict. And so for instance, a high si si will likely not make a spontaneous decision like that, where you and I would, we’re like, yes. Okay, we’ll figure it out. So why would you say, oh, so are you ready to make an offer on this house, when you know that the likelihood is that they need to go home and think about it? So instead, you say, Listen, I know you’re gonna want to go home and think about this tonight, before you make an offer? And maybe who do you want to talk to about it? And now they’re going like, how did he know I want to talk to my uncle. He’s hearing me, this guy gets me he’s great. The last guy said, We’re gonna make an offer you want to make an offer. I hated being pushed like that. So this is what it gives you is it gives you a backstage pass, to reading their mind, which makes them what comfortable. And we all no matter even as DS, we appear, like we’re, you know, impervious, and we’re tough. But we also are sensitive. And we also want to feel safe. So when you can make people feel safe by speaking in terms of the way they’re thinking, home run. That’s how I sold 100 homes a year.

Love it. All right, said point three. Coming in, with that was asked to write questions. And now what’s next? Yeah, so

build rapport. And then there’s that envelope of connection and making them know, like and trust you. Number two is establishing whether there’s an actual need, like, do they need your services? The biggest mistake I’ve seen Realtors make in my entire career, Mike, is because they don’t lead generate enough. They try to convince you that you should sell now when you don’t need to. They’re like, No, but this is a good market. It’s a hot market, you should sell it you should buy GT, whatever

instantly turned off, right?

turned off. Yeah. Right. So you’re actually in the business of sifting and sorting, not of motivating, don’t try to convince people now’s the time, what you do is you ask the right questions to determine if you need the service. And when they do, then you go to find the right product. So once you’ve said,

people always ask me, Hey, Mike, I want to create, I want more seller leads or they mainly go for unresolved I would say you want more sellers saying I want more sellers. We have to be around more people in houses, or you have to be talking to people that want to sell houses, right. And, you know, it’s crazy that I don’t think anything that we’re going to tell somebody is going to force them to move, right? Like nothing that comes out of my mouth is going to force that guy to buy their house, or sell their house, but what can help come out of my mouth can help guide them into the right decision to make them feel comfortable. Boom, right? Is that accurate?

Right on you hit the nail on the head. And so that’s what you do. And by the way, when you have a conversation with somebody that will do a transaction in a year from now. And you ask the right questions, and they’re like, and you can both come to the conclusion. Well, obviously Mike, now’s not the time for you, I get it is it okay, if I follow up with you for next year. And then you put that in your follow up system and we know the fortunes in the follow up. Then you get into not your cold calling, you get into your warm follow ups. then six months later, I call you up Mike and I go Hey, Mike, has anything changed for you? I got you down for moving in about six months. I just wanted to touch base and you’re like, No still on track and say, Okay, let me touch base with you in three months. Is that a difficult call? No. So I created the connection. I’m serving to your needs, I put you in a follow up system. And now I’ve got my data base is my data bank. And that’s how you have a business that is worth owning is because you’re patient, you sift you sort, you put people into the right envelopes. You open up your month in November, and you’re like, Oh, great. I got seven people I’m going to do business with this month. That’s awesome. And that’s how you have something though. Most agents when they retire, Mike, they don’t sell their business. I sold my business for $385,000 because I had a database that I could prove to the next person that these people would do business. And so wouldn’t it be nice for those agents that worked 10 or 15 years in the business that they could then actually cash out with 500,000 or a million dollars worth of selling their business?

Yeah, that was my worst mistake I just left.

Yeah, well you’re not alone. Most people do that because quantify it right? But I looked at it as hey, these people as a book of business that are going to do business with me and create a relationship with them. I gave them two gifts a year they got a newsletter, blah blah blah and nurtured them. And then when I exited, I made money off of it. And so the quick way to being rich is the slow way, right? Soar within your data bank, and then just get up the next day. And then eventually, you’re not even really cold calling anymore, or lead conversions or warm lead conversions, which are just conversations. Because if you and I have spoken three times in a year, when I call you up, we might talk about the Cardinals. We might talk about this, we might talk about that. And then we go oh, by the way, and you’re like, Yeah, I’m ready rock. And now we’re buddies. Do you

send any gift after first contact you? What else? Are you doing? Any marketing around staying in touch with them? Or is it just a follow up on the actual call when they want you to?

So I would think cold land, sea and air? And so once my database, you are going to constantly get something from me? Yeah, okay, good. I love that. Today in social media, you got to be present in my market center and my office, we actually do it for the brokers, because brokers don’t get around to it. So we have a package that we do for them, we have a studio in the office, we film them, we shoot them, we bring in their teams, we do video, and then we put it all out there for them. Because let’s face it, a lot of agents are overwhelmed, you have to be good at so many things. As an agent, you know, you have to lead convert, and you have to be a marketer, then you have to do sales, you have to do contracts, you have to hold hands, you have to do building inspections, and nobody’s going to be great at all of it. So you should do what you’re really good at. And you should delegate the other stuff. And that’s why I love the stuff that you do is because you help people with the parts that are difficult for most people.

Yeah, I suck at your end. And I’m really good at just don’t forget I existed. But I mean, if you were to combine them, it can be pretty powerful. I can’t, I can’t do that, like I still won’t cold call anyone I can’t do it. It’s just not in my in my skin. But let’s go there’s different types of calls. This isn’t just for outbound this is for inbound, too. So what’s the difference between how you approach something whether I’m going outbound and being outbound, and folks, if you’re not paying attention, right, now, there’s gonna be a giant, expired listings category to go after, there’s gonna be a giant for sale by owners category to go after, you have to remember that 90, I think the stats are like 95% of the agents that exist today have never experienced the shift, okay? Which means and then these are, these are also really interesting stats, the number of transactions this year, I forgot the words, but let’s just say it was 3 million transactions this year, what they’re what they’re what we’re gonna see, according to the experts, as a third less, so we’re gonna see about 66% transactions opposed 99, whatever that math is. So we’re gonna see two thirds less than what we saw. If you guys are following that math, however, the amount of agents that will be leaving the business is greater than the amount of transactions still being had.

So computes to a lot of people are going to be suffering that don’t get the skills going.

100% like you cannot, like when this shift happens. And the last time folks like I shifted in the short sales, I went where the business was on, and that was always my claim to fame was short sale, short sales, we did a lot. But real estate is always going to be bought and sold. But what changes is how you do business, and then the skill sets you obtain. I believe that in this next market like this, being able to convert and talk to people is going to be so important, because people are going to have a lot of questions. Whereas in the last market, we just came out of the peak, there weren’t as many questions are like more, let’s go, everything’s a good deal. But when things hit the fan like they are, and what they’re about to is like, there’s going to be a shift and these people are going to have a lot more questions. And the more comfortable you make them feel you’re gonna make, you’re gonna win the deal. Because I don’t believe there’s enough people that know how to do that.

Yeah, and I mean, I might mess this up. But there’s something like difficult times make strong people, strong people make easy times, and easy time make weak people. And we’ve just gone through a period of time, specifically in real estate that has been relatively easy, right, you just you just have to get a listing and take an order. And so we have people with very, very poor skill set practice, they’re used to making easy money. And now they’re gonna have to work a little bit harder, the sales cycle is longer, they’re gonna start getting hungry, they’re gonna have to deal with people that are upset because they can’t get the price that they saw their neighbor yet. And they’re gonna have to learn how to handle that narrative. And a lot of people don’t know how to do it. And so they’re gonna go home, like a lot of people or go back to their office, and they’re gonna complain, and they’re gonna play the victim. And my definition of victim is that when circumstances are better than your skill set, that’s all. So if you don’t get skilled, you ain’t gonna be paying the bills. And so where are you going to do it? You got to find a place and you got to find the motivation to go through with it. Again, human nature is we like the easy path. We don’t want to have to do things that are difficult. And so it’s going to start first with what are your goals and dreams for the next 15 months heading into two 2023 What are you willing to do? Who are you surrounding yourself with? And are you going to decide to make it happen no matter what an entrepreneur doesn’t need to know the problems in front of them, they just need to know. They’re gonna figure it out.

shrew. It’s almost it’s, it’s the way we’re made to. I mean, it’s a survival of the fittest. It’s the way we’re made its way God made us, we just figure things out. It’s like when a squirrel in the winter already knows that they have to go and store their nuts. And they practice that all year round. And it’s the same concept as because they know that innately. It’s why some babies can swim. Like, there’s certain things that we just know. And when your backs up against the wall, guys, and I’m telling you from firsthand experience, two years ago, I was fucking dead, broke, dead broke, maybe $100 in my checking account, and you figure shit out when shit hits the wall, but you keep on going. Right? Well, you know,

it’s interesting, you say that, because I don’t know if you’ve seen this, but they did an experiment with mice, and they put my mouse in a cup. So it can’t with water and it can’t get out. And it treads water for about 20 minutes. And it’s I heard this, right, and then a dice. So then they started taking the mouse out about a minute before it would die and give it a break. They put it back in. And now with the specter of hope. He would tread water for 60 hours. Wow. And so I often say to people, if you want to do really well, in real estate, it’s so important. You don’t try to do it on your own. Get to be part of a mastermind group, surround yourself with other people that are going to say, yeah, it is tougher, but this is what I’m doing. Yeah, it does take longer, and I you I’m using this new strategy. And so you’re not alone. And then you all of a sudden, like you’re like, okay, yeah, all right, I’ll pick myself up and go to many realtors out there trying to do it alone. They don’t invest in money in their education, they figure think they can just figure it out when the world’s changing rapidly. And then they suffer. And then they go home. And they tell their spouse, a story that the spouse can’t confirm. And then they sit on the couch and have a beer and Uncle Sam comes knocking at the door soon they can’t pay their bills. And it’s a sad story. Because, like you to your point, a lot of agents are going to leave the business in the next 24 months.

Yep. Which is an opportunity for those who stick around though. And there’s always an opportunity, folks as glass half empty as a half full well, it’s all based on mindset and how you’re going to react to what we’re about to face. Rock. I think you’ve had a really good episode here, folks, if you want to learn more about rock, rock teaches this course I’ve seen it, I’ve been in it, it’s really good. I suggest that if you guys like what you see here today, that you look into it, I believe what you’re teaching people is going to be necessary. And what I like most about is you’re not charging $5,000 To take it because you probably should be rock, why don’t you talk a little bit more about what that is?

Yeah, it’s called Real Estate Sales mastery. It’s a 90 day simple bootcamp where you get to have access to recorded videos that you can digest on your own. And then you get on a weekly call, where we do role plays, and we do competitions, and you actually get to call the leads that we have, because we have we have buyers, funds that want to buy certain area codes. So we’re excited about this, because so many agents get stuck just at the beginning Mike where they’re like, Okay, I gotta get the numbers into a dialer, I got to put them into a CRM. And that’s enough to take a lot of people out, forget, they are afraid to call don’t know what to say, Yeah, but we handle all of that for them. And then we give them the coaching the scripting. And then we help them close the deals, and we pay them while they’re getting educated. So we know the next 24 months is going to be crucial for real estate. And so you know, when the going gets tough, the entrepreneurs start to get creative. And so that’s why we came up with this course, as we said, hey, this is what people are going to need. Let’s leverage technology, so we don’t have to charge $5,000 for it. So it’s basically 97 bucks a month, and you’re in, you get the skill set. And then you take that skill set to sell to the funds through us or just take the skill set to your marketplace and dominate your marketplace. Knowing that you can build rapport specifically and how to do it. You’re really good at qualifying the client really good at qualifying the property and then next step is you close for the sale.

Love it, love it. Where can we find more about you rock?

Rock, Tom’s dot com is the best place and people get me on social media or rock at Rock Tom’s dot com if you want to send me an email.

Folks, it is time to start looking at what you’re going to do next. Yes, things are going to be a little bit slow for the immediate time being. This is what happens on a shift the first few months are always shaky. It’s what you do during those first two months because whatever you do in the next 30 to 90 days is going to start paying off in the next 120 to 180 and if You don’t start to take the time to do that now. And I’m not doom and gloom but I don’t want to be in for a rude awakening. I’ve been here before I’ve seen this rock has been here before you seen this. And I think there’s that many people that have been real estate longer than me rock, you take the cake on that one.

Two words for you starts with an F.

Love that. And Roc is also going to be working with us on owner advocate, which we’ll be doing another podcast on but if you guys want to visit owner advocate agent.com. It’s a listing system. And a lot of the leads that we’re calling sort of go hand in hand with this listing system as well. And to give you guys an idea, I just wanted to give you guys a little bit of a teaser. My partner Dustin through rocks efforts have actually brought in how many transfers or leads that we get in the last two weeks.

Oh my god. I don’t remember the number but we’re nailing like 10 appointments a day. Yeah. And it’s just scaling every day.

And it’s using these exact same things we talked about today from people that are generating new leads the best things that people are generating leads I’ve never even called anyone before they’re doing it through the training that you provide. So it’s amazing to get involved.

Some people that aren’t even realtors that have zero sales experience and they’re getting success because the system is set up for them to simplistically win

it’s awesome dude you’re killer man appreciate appreciate having you on the show here we appreciate you guys listening to this episode of the real estate marketing dude podcast thank you for the reviews go ahead and make sure you subscribe to the podcast subscribe the channel on YouTube, follow us on all the social accounts just look up real estate marketing do.com And I think I’m the only one there but if not, make sure you look for a little logo and you’ll be able to see what that is. Talk to you guys later. See you guys next week Parrish. 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 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

Change the Conversation

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It’s hard to deny we are seeing an economic recession. While that is a scary thought for those in the real estate industry, the truth is that there is a lot of opportunity for us.

Three Things You’ll Learn in This Episode

How should we handle the recession?
What can we still do when the market slows down?
How to position yourself during a recession.

Resources

Transcript:

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Cuevas a 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 that? Ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Folks, what we’re going to be chatting about today is the R word. The recession. It is here, folks. Interest rate just went up what 7.75 basis point as of this morning, the Dow was under 30,000. Interest rates as of yesterday, according to my mortgage broker friend were 7.125%. What are we going to do? There is we actually just did an event on this topic last night. So I think it’s very relevant to share with you guys sort of what we uncovered there, because it’s extremely relevant to what’s going on in the market. And right now I understand you might be scared, I understand, you might be worried. But the reality of it is, is that these types of markets that we’re about to experience and face are when the biggest opportunities actually occur. The greatest transfer of wealth you guys always occurs during a depression or a recession, not during the peak bullish market. So what you want to be focused on though, is where you’re going to take your message. And while everybody else is out there, just doing a bunch of doom and gloom, what I wanted to share with you on is how to change this conversation. Because if you’re watching the news, if you’re watching the media, you’re probably like, literally on the verge of having a heart attack, because literally everything they do is not only not true, but it never seems to be at least notice. But it’s scary. It’s scare tactics. And if you don’t know how to change the conversation to your client tell your clients are going to remain scared. So what I’m going to chat about is how do we change the conversation. And it’s a lot easier than you think. So what I want to do is start out with some of the objections that you guys are hearing on a daily basis. I’m gonna tell you the ones that we heard yesterday from agents, and I’m sure these are true in your market as well regardless of where you’re at, in the United States. So number one, I’m going to hold off right now, and not buy a house because this market is going

to crash. I’m gonna hold out right now, and don’t buy a house because the rates are too damn high. So if this is your first correction, first off welcome and during the ride, but the good deals are bought in the shitty times, I want you to think back about anyone who bought a house in 2007, or six, bought at a peak just like anyone who bought a house in 2022 or 2021. Okay, and the absolute best deals in the real estate market came in the 2008 910 and 11 years. Personally, I was buying condos in downtown Chicago on the 48th floor for $140,000 To give you an idea of what we experienced in the last crash. And a lot of you guys know me as a video guy. But before I was a video guy, I was one of the top short sale teams in the country closing 25 to 35 transactions a month. And I did that for three years in a row. And at that time, I see a lot of similarities with what’s occurring today. Which is how I know this history repeats itself, folks. And when people are not buying, that’s when you buy, okay, you want to change the conversation quit doing what everyone else is doing the most, the best thing to do when it comes in terms of real estate investing is do the opposite of what the current market trends are. So for example, in the last market that we just came out of where people were overpaying for properties left and right ever the old markets ever going to crash librium crush been saying since March, we’re gonna go down 20% In at least San Diego County, and I am right on. Everyone thought I was crazy. I’m not doing this. It’s like well, you know, you guys ever been here before, dude. So what do we know with history, folks, for those of you that haven’t experienced a crash is that the best time to buy is when no one else is buying because that’s when prices come down. And the reality of the situation is is that as we enter into this recession, there’s going to be pain, okay? I don’t know how bad it’s gonna get. No, it’s probably not going to be as bad as 2007 Eight, I’m pretty positive. It’s not going to be because there are a lot of conditions then that were present that aren’t present in this market. However, there are going to be people underwater, and the more cost that goes up The interest rates hike the inflation, gas, all of these other expenses just leads to one end result, less people can afford what the prices are, therefore prices start to drop. So what I’m telling buyers what I would tell buyers, if I’m not, if I’m selling you guys is like, what do you mean? Makana buy, this is the best time to buy, but we have to buy the right deal. We need to find the person that is going to let their house go. Because it’s not about the interest rate. It’s about the opportunity. Now, I want you guys to really take that into effect. And just because no one else is buying and people are not, that’s when the prices are going to come down. And that’s when you pounce, yes, you’ll have to deal with an interest rate hike. Yes, you’ll have to deal with some of these higher costs. However, this is where an agent who is absolutely creative can come on into the mix. So one of the things that you change the conversation with is you actually start saying, don’t sell now buy now, because that is the entire purpose. Now what if someone right now can’t buy because they’re stuck with a higher interest rate, and they can no longer afford that house that they want? Well, it’s very simple. You need to start getting with your lenders and figuring out how to do rate buyouts, right? If I’m a real estate agent, right now I am I’m not selling them telling you guys what to do. But I am 100% starting to structure my deals with a three to 6% seller concession on every single purchase offer, especially in this high interest rate market. The reason why I’m doing that is because I’m going to use that concession to buy down my interest rate, how much of a bite down can it go, whether it’s three or 6%. I don’t know guys, get with your local lender and come up with a rate Bytown program because this is a marketing opportunity. Now I’m going to start marketing my business, instead of saying interest rates are so high bah, bah, bah, bah, like everyone else, and all these doom and gloom users. Instead, I’m going to say we’re getting properties, we’re not only buying properties under market value, but we’re doing it with a 5% interest rate. Here’s how, folks, there’s so much opportunity right now to stand out and do things different, because everybody else is going to do one or two things. One, they’re gonna go hide or neath a couch, most of them are. But number two, they don’t know what to do, because they’ve never been here before. Okay, the very first thing you want to do in this is changed the conversation, alright. And that’s the truth, people are going to have lose their jobs, they’re going to lose their incomes,

people are still going to get divorced, people are still going to have kids and move up, some people are going to have promotions. But with less buyers in the market, it’s going to increase inventory levels. And with more inventory, that just means that there’s going to be more deals because I’m not going to buy the house that my eyes fall in love with. I’m going to buy the house that my opportunity falls in love with because it’s such a good fucking deal. Now, how do we switch this conversation for sellers? If that makes sense? And if you guys have comments on that, please feel free to write in. But how do we change the conversation for sellers? Well, it’s quite the opposite. Because what we’re seeing with sellers already is they’re saying, hey, I want yesterday’s sales price and then us are stuck in the middle of being like, well, how are you going to help them? Well, your house isn’t worth that much, folks, you have to be honest with people. And you have to teach them the basic principles of supply and demand. As a matter of fact, in this type of market and appreciating market, you don’t price it at market value, guys, you price 5% below it. We don’t know what’s going to happen. Interest rates just went up another point seven five that hopefully they’re still not 7%. But that’s a big deal. That’s going to take a lot of people out of the market. Okay. And that’s not doom and gloom. That’s opportunity. Because you have to know how to position this back to sellers as well. sellers need to understand that there’s less buyers out there. But if I’m going to go out and sell a house, well, here’s how I’m doing it. One, let’s see if your loan is assumable. So you could pass through the interest rate to Why don’t you offer a rate by down program to start enticing different buyers to with the lower interest rate and have that built into your marketing plan. These are the types of things that are going to require everybody to be a little bit more consistent. So I want to walk you through a case study I did with this agent last night as we’re sitting here talking, and I’ll lay out the entire deal for you. And I’m going to show you how literally if she just takes my advice. She’ll put it together and she’s going to make $40,000 in another time. But before we talk she’s like oh, this is a dead deal. It’s a dead client. We have to bring value through the table by properly advising people and being creative in times like this. You often see people saying on social media oh the The Fly By Night agent is going to be out of business, they absolutely are. But this is why nine or 10% of the businesses, or 10%, the agents do 90% The business because the 10% that are doing the business are running a business, they’re not another salesperson chasing a fucking check. So what do we do? On the seller side? Well, let’s think about a couple of different creative solutions we could do. If you’re gonna sell your house, offer a rate bite out and put that in your marketing, make your house more affordable, make your house more appealing, at the same time don’t price at market value price below market value. Because in a depreciating market, people aren’t buying what it’s worth today, they’re buying what it’s going to be worth in three or four months from now, just like they are in an appreciating market, folks. Now, let’s look through this case study. And then I’m gonna give you a bunch of other recommendations. But here is with an agent, she has a buyer that has a house to sell, but cannot sell the house but cannot buy the new house because of the house to sell. So in other words, they have to sell the bot. Their problem is right now is they can’t sell their house in a timely manner. But they do have the house they want to buy. So they’ve located a $900,000 property that they want to purchase and move into as their primary residence. But they are stuck because they can’t sell the $700,000 property. And where she’s at right now is that well, the $700,000, or the 900,000, our house is about to get an offer. So they’re about to lose their dream home. So I introduced to her yesterday, what I said would be why don’t you do a bridge loan. Folks, if you’ve not been to owner advocate agent.com yet go to owner advocate agent.com. It’s an entire training course we just rolled out it’s a certification program, and we put you in touch with all of these different companies that you can finance deals just like this, what she’s gonna end up doing is taking a bridge loan type option through one of the financiers we recommend, and the bridge loan is going to allow her seller to go buy their next $900,000 house, and they’re gonna go ahead and buy it in cash. Now they’re gonna lend the money for cash on the $900,000 loan, and the buyer is probably going to pay a few points, say it’s two to 3% of the sales price, they’re gonna charge them $27,000 To borrow that money. Okay, so if you’re following this, follow the story here. Now,

in exchange, they don’t have to sell their house for the ability to buy it, they’re gonna buy the house close on the house and move into it, then they’re gonna go back and list the other house back for sale, but not after they’ve done some improvements. See, what they’re going to do is create what we call fixing list program. And because the sales price has dropped, and because it’s not in tip top shape, what we need to do is put it into the top shape to get that extra price. So they’re going to do small improvements utilizing another financier is going to help them renovate their house so that they could flip it or sell it for top dollar and make it the most appealing house on the market. Now once that house sells, what they’re going to be doing is then refinancing their $900,000 house into a traditional 30 year mortgage or whatever they assume they’re going to be doing. And if you followed history folks this small, or this interest rate hike we’re seeing today, if history proves correct, we’ll be short lived. And by the time that renovation is done. If my predictive analysis is correct, they’re going to be refinancing not into a 7% rate, but probably more into the five because when you’re in a recessionary market, and when the Fed raises interest rates, traditionally, traditionally, the mortgage interest rates go down, okay. And this is why you want to know all of these different types of things. This is why you need to know how to control the conversation in a market like this, folks, the best piece of advice that I would tell all of you is that if you don’t start sharpening your tool belt, in terms of the knowledge you have up here in your head, and the solutions you provide as a real estate agent. In this type of market, you are going to be out of business. You have to look at figuring out a way to solve problems because that’s what this market is, is the real estate agent who becomes the biggest problem solver will always be in demand. Because the traditional way of doing things that we’ve all been accustomed to doing for the last 13 years is changing and it’s going to change. You’re gonna see short sales, not quite the 2007 but they will be Hear, you need to know how to have that conversation with people who are underwater on their properties, when we were selling a lot of short sales, if I would have played my cards correctly, and I totally messed up on this, but again, this is what you learned from experience in history is that I would have built up and we did, but we didn’t really do it. Well, I would have built up a mega buyer’s list because we were doing so many short sale transactions, I had every investor in the city of Chicago showing up to my office, knocking on my door, taking me out to eat, because I controlled the freakin inventory at a certain aspect. And everybody came to us for short sales. All I did was learn how to do them and sharpen my skills. And before I knew it, I became the number one team because no one else is willing to learn. Folks, you’re going to have to be willing to learn new things in your business to control and change the conversation. And it’s going to be little things deals like this, that are going to allow you to do it. People make a lot of money in a recession in real estate and start controlling the conversation about how much opportunity is about to be in the market. Not all about the doom and gloom were to experience because these types of markets you guys are where brands get built. People remember and if you play your cards, right, it’ll change the course and the outlook of your life. If you guys liked today’s message, visit us at real estate marketing do.com I made a couple mentions here at the owner advocate.com or owner, advocate agent. If you’re looking for creative solutions, to help yourself stand out, take the training, sign up for a course. And I believe you will be well served by it. But start thinking outside the box folks, it’s time to do it. And people aren’t going to remember what house you sold them. They’re going to remember how you sold it to them. Appreciate you guys. 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 dude.com We make branding 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 the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

Transcribed by https://otter.ai

2 Things to Do in Recession

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I know there’s a lot of people right now who are scared and worried about what’s going to happen with the future of the market. There’s no doubt transactions are down and some people are struggling. But some people are still doing really well. What can we do to help us survive this economic shift?

Three Things You’ll Learn in This Episode

What is your brand?
What are the components of a brand?
Why is a brand important?

Resources

Transcript:

to today’s market, and experiencing the shift that we’re in. And look, I understand and I hear a lot of you guys, I know there’s a lot of people already and right now there’s a lot of people who are scared, worried about what’s going to happen. There’s no doubt transactions are down and some people are still doing very, very well. God bless you if you are. But the reality of the matter is a sales down across the board. I just saw a statistic. That is just mind boggling to me. And you might have seen it too. It’s been floating around on social media. And it said that only 8% of the real estate agent population has sold more than four houses this year, folks, it is August, September, I’m sorry, not in August, it’s September, September 16. As of the time of this recording right now, like for houses like you cannot survive in a business only 8%. So what are the 92% of Realtors right now are freaking getting their ass kicked. Because if you’ve only sold four houses in 10 months, like, you’re not gonna be allowed around in this business much longer. This is going to be a hobby, definitely a part time job. Unless you’re a trust fund baby, right. But most of us let’s get to the reality of it aren’t. So let’s go through and talk about, I want to get back to the basics. And I want to give you guys some really good advice. This is what I was telling you this morning. And there’s really, when it shipped like this happens, this is the second or third time I’ve seen this and what always happens, it’s the same like I feel like I have it down to a science. It’s happened every time. So I’m gonna go ahead and do it again. I’m gonna advise again, and we’ll see in six months if I’m right or not, but I’m always fucking right. All right, and we’ll see what happens. But the point is, is that we’ve already experienced a shift. And last one you did too, was when COVID happened in March of 2020. And I remember we were all scared, everything was going crazy, right? What’s going to happen? What’s gonna happen never know what’s going on. And a lot of people went into hiding, okay, and everybody’s eyeballs were glued to social media. I remember seeing at that time, okay, guys get really, really loud, because everybody’s eyeballs are gonna be on social. Everyone’s just gonna be stuck to their phones, on Facebook, Instagram, all these different platforms. And that’s what happened like all of our kids were stuck on the damn platforms, too. I’m still trying to get my son off of it. But the point of the story being is that a lot of agents went into hiding. And the ones who went into hiding got their ass kicked. There were some agents that were super loud on social media, and every single one of them had Rockstar years. And let’s be honest, the the COVID 20, when it came out of COVID, for the real estate market was 18 months of just crazy appreciation and massive price hikes across all the states. As long as you own real estate you bought in the last few years, you did pretty damn well, because the pricing was just going through the roof. But now the shift is here. And now what’s going to happen, right? So, folks, when this happens, and you get loud, is the point, just like the agents who got loud during COVID, all did very well. Because I believe that the entire business is based upon the attention that you have on your brand, the amount of people that know what you do in how many conversations you’re constantly having, which is why like always talking on video and being on videos, because you’re always conversing with somebody, even if it’s one person or if it’s 300 people, your videos always working for you even while you’re sleeping. So the point being is that you doubled down on brand and doubled down on content during the shift. This is what you do, alright, because you cannot count on lead generation right now the reason if you’re out there buying leads, and anyone who’s listening to this, if you’re buying leads, you just probably got your ass kicked last month if there was a negative shift in that, right and the scary thing about lead generation when a shift comes whether you’re buying leads on Zillow, or you’re doing some kind of paid marketing is that when a shift occurs and the consumer habits change, so does the ROI on your ad spend because you don’t know what consumers are going to do right now. So it puts you in a very vulnerable position. If you’re spending and shelling out money on lead generation stuff that was working six months ago that’s just starting not to work today. But the one thing you can double down down in it especially during this time is on your database on your market. Like if you have someone that’s cheated on you with another agent, the last 12 month’s Well, you’re not doing a good enough job of staying on top of your networker database because folks, the business has always been right in front of us. 74% of all closed transactions came from someone they worked with in the past, they were referred to, they personally met, or they already knew 74% which means that this entire business is based upon the relationships and the amount of people who know you in life. There’s somebody in your market right now that you’re like, Who the hell is this guy? And why is this guy selling houses, I want you to think who that is. There’s somebody in your office might be some other competing office. But there’s some agent that you think it’s a total douchebag but they’re way outselling you and be honest part of it is a little envious, you’re a little envious of that he like dude can hate this guy. But I also like him a lot. I sort of respect him because he’s outselling me. Well, the only difference between you and him or her whatever it is, is that they just have more attention or more relationships, more people know what they do they know what you do for a living. That’s one reason why they’re outselling you right now, but they’re not any smarter than you. They’re any better than you any of that that’s all just in your head. So what does that tell us? Well, it tells us be really loud, because regardless of what the market’s going to do the same things, people are still going to move, like, just because there’s a recession doesn’t mean people don’t move. However, how often they move might change, but people are still gonna move I moved, bricking a month ago, I didn’t know a month and a half ago, I needed to move I just sort of happened. So this is what happens in life, some people are going to die, some people are gonna get sick. In a recession, some people are going to lose their jobs, a lot of them. And they’re also going to a lot of people are going to lose some of the affordability issues with rising inflation costs and all of that people are going to get divorced, people are going to get a promotion. But whatever life happens, people move.

That’s not going to change whether they’re going to move because whether there’s a recession or no recession, but of which though, the main point is is that 80 plus percent of those people are going to hire the first person they meet with. So it’s either going to be you or somebody else. So the reason why I’m saying you got to get really, really loud is that the one thing you can do during this market right now is go right back to the basics. Because the basics always work. And then this time, don’t ever ignore the basics going forward. And you’ll never have a business problem, whether there’s a recession or not the number one reason why so many real estate agents fall on their face when the market shifts like this happen is that they’ve done a shitty job of cultivating the relationships they already have in life, because if they did, they wouldn’t matter if there’s a recession or not, because people are still gonna fucking move at the end of the day. So it’s really just up to whatever. So mindset, folks at the end of the day, and right now, I know that 90% of your competition is quitting 90% of your competition is going to fail. I just told you the stats only frickin 8% of real estate agents nationwide. We’re in September, we’re in the middle of September called October, only 8% of real estate agents nationwide have sold more than four houses this month. Folks, that is a fucking opportunity. If I reverse seeing one because the vast majority of those people goodbye, you’re gone. I’ll see you later. This is the opportunity to get out ahead and it’s during shifts like this, that you actually have a bigger opportunity to get ahead, because people will remember the one who’s standing tall and loud, while everyone else retreats. You see when real estate’s really easy and everyone’s buying a house. It’s like they’re taking gumballs out of a Gumball Dispenser machine, because it’s hot and it’s just the thing to do real estate’s really easy but when the going gets tough, how easy is it? 8% for houses it’s insane. That only happens to people who go into disappearing that only happens the people who hide and go into their closets The question is, are you one of them or not? You can’t operate out of fear there’s the thing I always say is faith over fear faith over fear faith over fear. I put my faith therefore I have no fear. So with with you guys, it’s no different you have to if you believe you’re the right person for the job, it becomes your obligation to let the world know about it. If not, you’re just a dick. I believe I’m the right person that you should hire for personal branding video whatever the hell it is that deals with real estate because I’m the right damn person for the job. And I believe that in my heart, you’ll determine whether or not you like me. But it doesn’t stop me from screaming from the fucking rooftops and doing a podcast each and every every day. Look, this podcast is coming out tomorrow when you’re listening to this I just shot this yesterday and there isn’t a shot at last second was because I didn’t have any other shows lined up. But consistency is so important that I have to keep serving my audience I have to keep making noise. And then when I’m done with this, I’m going to create two more videos because I’m out of videos to publish on my social feeds because I’m going to get really really loud right now too because everybody else is going into hiding. And when I have an opportunity to get ahead, I do it through personal brand, I do it through a lot of content creation, because I’m going to be screaming from the fucking rooftops real estate marketing dude, which is why you should be screaming from the rooftops. I’m the best Realtor in this market, you don’t even have to say that you have to remind them. So when people ask, like, hey, what can you do right now, well, double down on your brand and double down on content creation, it’s the least form, or the least expensive form of marketing or advertising you’re ever gonna do pull back on lead generation, unless, you know, it’s still providing a positive ROI. And you know, you can maintain that. If not you, that’s what you pull back on. And you double down on that brand, man, because double down on brand is a recession proof business model. Because every single real estate agent that has a brand isn’t suffering right now. Folks, if you need to know how to build a brand with video, go back through this podcast and listen to a lot of episodes, I’m not going to get into the weeds and tell you about how to do it. We talked about that each and every time. And you could go visit our website, because there’s a lot of way you can market your database. The point is, is I just want to show you where to focus your energy. And that’s going to be on your database. And let’s define who that is. This is your Facebook friends, your Instagram followers, anyone and anyone you say hello to in the grocery store, or that you would be pissed off to learn that I sold them a house not you, they you need their attention. You have to stay in front of these people. And you have to be very, very loud, doing so. Now, the only other thing that I would be focusing on doing right now is developing my unique selling proposition.

See people only stand out in two ways. One is through relationships, you create a lot of content, you make a lot of noise, like hey, look at me, look at me, look at me. That’s why video is so well. But the other way to do this is you got to offer something different. What do you do that nobody else does in your market? How do you make people feel after they’re done working with you? So we’ve said we gotta go back to the basics. Yeah, go back to the basics and go back to your ingredients. And define your food. Define your menu, what are you selling? What are you offering? So let’s dig a little bit deeper into that. And what does that really even mean? Mike? What are you talking about, dude? Well, let’s define what you offer. What makes you any different than John smo the real estate agent at cole banker? What do you do you put a listing on the MLS, you pop a sign in the yard, you wait for a buyer to come so that Zillow can sell the listing, then you’re gonna disappear until closing. That’s not worth five or 6%. And wait, doesn’t every other real estate agent offer the same fucking thing? This is what we’re talking about right now. You have the time not only to get really loud, where everyone else retreats, but you have the time. If you’re not as busy right now, there’s no reason why we’re not working on your business. Quit being that salesperson chasing the next check and be the business owner who’s defining what the hell it is that they offer. Why can a company or even a real estate brokerage, I just spelled out real estate is prime is a referral dominated business. It comes from belly to belly relationships, at least three quarters of closed transactions do so it’s not a business. It’s based upon lead generation and numbers speak for themselves. It’s based upon relationships. But there is a spot for lead generation. And if you want to get good at lead generation, well, you got to offer something different if you have 100 people selling the same shit. Well, that’s a lot less appealing when there’s verses there’s only one. And when you all sell in the same shed, what is the difference between you and that John schmo. That’s why people base their decision on who they work with off the relationship or the way they make them feel. So why can a company like Redfin, or purple bricks? Who was here, you know, they’re gone. Now they went back and got their ass kicked back to England. But if you remember a couple of weeks ago, years ago, purple bricks was a company in interruptor that came through and started doing I think it was salaried real estate agents and doing flat fee listing and all the realtors were up in arms about purple bricks. Well, the market decided on purple bricks, but purple bricks did start transacting and the reason why they did was because they had a unique selling proposition no one else had. So what’s your unique selling proposition? If you don’t have one, visit our other site owner, the owner or owner advocate agent.com, owner advocate agent.com as the unique selling proposition, you know, when we our agent say hey, we’re gonna go out and list the property for sale. We don’t list properties for sale, we give people five to six different selling options and let them decide which is best for them. That’s what makes us different. We communicate with transactional videos throughout the course of the transaction. You know, Hey, your offers accepted. Here’s what you can expect next. And that’s a nice little video email that will go out automatically when somebody has that milestone passed in their transaction because that I know that that experience is what they will remember, our closing gifts are very thought out and matched and they’re on brand for how we make them feel throughout the transaction. There’s certain steps involved in every single part of the transaction that encourages referrals and solidifies the relationships for repeat business in the future. Recruiting case studies off the different listings that we’re doing. See, we’re transactionally marketing, the people we’re working with and to new opportunities that happened later. But more importantly, I’m focused right now on transactional and customer service and all of these other things. Why? Because there’s a huge opportunity there. And when everyone in industry like ours is selling the same thing, you’re a commodity. When you start doing things different, you’re fucking rock star. That’s the difference. Not everyone likes the rock star, it’s okay. But the Rockstar always has all the attention. That’s the opportunity you have in front of you right now, it’s really up to you. Nobody’s going to do this for you, your broker is not going to do it. And even if your brokerage did introduce some sort of new selling proposition or something that you do different, it’s not yours, it’s theirs. So create your own, no one’s going to tell you how to do business by yourself, you work for yourself, 96% of people don’t hire your broker, they’re hiring you the agent, because that’s whom they have a relationship with. This isn’t 1984 And people are walking in off the street during floor time. Oh, I gotta go with gold banker because cold burgers been in the business for years, or, Hey, I’m only going to hire a real estate agent that wears a gold century 21 blazer.

That ship has sailed folks. The one with the most attention, or the one with the biggest selling proposition are going to be the one that wins. But why not be both. get really, really loud, create a lot a lot of content. Don’t let anyone tell you otherwise and get loud, it’s might not lead to business immediately. A lot of it will. But it might not. But it will eventually unless people don’t like you. Because when the market does shift and turn, whoever they turn to first is the one that gets hired. And the one they’re going to turn to is the one that they’re going to remember. And that is all happening right now. So you have two options, you can either be really, really quiet and go to a room and hide and become part of that 8% of agents that have only sold four houses that will soon be out of business. Or you can decide to get really, really freaking loud, go back in the kitchen, work on your business model, start offering something different whether you’re going to follow a multiple option selling system, like what the owner advocate like I just told you about. Or you’re going to redefine the way that your marketing plan is for your listings and offer something different there. Or you’re going to start maybe you’re going to turn into a flat fee brokerage, I don’t care what it is, but define what makes you different in terms of the level of service or how you do business because that is what people remember, they either remember your personal brand, or they remember how you transact with it. And when you combine both of those concepts together, you should have no problem ever, ever, ever, ever worried about where your next deal is going to come from because you’ll have a brand that is recession proof. So folks, if you resonated with that message today, go ahead and visit us at real estate marketing do.com real estate marketing do.com And follow us on social Thank you for listening to the show over the years. We appreciate each and every one of you and we’ll see you next week with another episode. 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 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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Brand vs Brand Identity with Jason Byers

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So what we’re gonna be chatting about today is brand vs brand identity. What the hell is it? Is my broker my brand? Are you the brand? Why do you need it? Why is it important? I’m telling you right now that if you do not focus on your own personal brand, you’re going to be out of business

Jason Byer serves as the marketing and partnership manager at Crowdspring, where he helps businesses and individuals grow their brand and make more money.

Three Things You’ll Learn in This Episode

What is your brand?
What are the components of a brand?
Why is a brand important?

Resources

Check Out His Tik Tok page

Transcript:

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks already chatting about today’s What the fuck do you do in a recession? I just did a video on this. And I was just talking about how important brand is

brand brand brand and a recession because you cannot rely on lead generation because everyone’s buying and selling habits have changed. So what we’re gonna be chatting about today is we have like the brand master from crowdspring. And we’re gonna go through brand identity versus brandied. What the hell is it? Is my broker my brand? Are you the brand? Why do you need it? Why is it important? I’m telling you right now that if you do not focus on your own personal brand is business, you’re going to be out of business. I’ve been saying this for last five fucking years on the damn show. So we’re gonna go here, and I think you’re gonna prove my point. So without further ado, let’s go ahead and introduce our guest, Jason buyer. Jason, how are you? Good. I’m great. Let’s do it. Why don’t you tell everyone a little bit about whom you are. And we’ll get right into, like all kinds of questions for your so I lead marketing and [email protected]. And we help agents or agencies, small business owners, real estate agents build their brand that starts from that name that you’re going to use if you’re not using your brokers name and the logo and visual identity. And yeah, it’s branding is that secret sauce, it’s that it’s what sets you apart. It’s, it’s not difficult to find a real estate agent, right? It’s difficult to find one that you’d like working with. And that’s really what we’re trying to convey through the brand. And remember, like, these are the stats are there, they’re sickening. At I think plus percent of people said they’ll use their agent again, but only 29% do. Mainly people don’t stay in touch with them. But it’s impossible to be remembered without a brand. You know, people don’t remember. Mike Cuevas remember real estate marketing, dude, dude is my brand. But when I get done with the show, I’m gonna go turn into Mike. So you have to have a brand. You guys, it’s whom you are. It’s what people read. You remember people buy think about your own viewing habits, and content, habits. Whatever you create, you’re drawn to certain things, right? People are drawn to certain things. We’re drawn to different brands. And that’s honestly how our, my mind works. And I’m pretty sure it’s about just the way the human mind is. So let’s dig deep into it.

I think real estate agents don’t see themselves as a brand, mainly, because they’re they look at themselves as a person, human. I’m not a brand. I’m a human being. I’m a salesperson chasing the check. Do you mean brand? How do you how do I how do you do that? Absolutely. So let’s first define the word so we can get that out of the way. Because a lot of us think brands are corporations. It’s apple, it’s Nike, it’s not us, right? And so a brand is, is every interaction somebody has with you or your company, right? Depending on who you’re you’re really representing. It’s everything from the presence of your vehicle doesn’t have to be a nice car, but it’s got to be clean. Right? You know, when you open up the door to papers and stuff fall out and your old gym bag and things like that, right? That’s part of your brand. That was my car for sure. When I was selling houses. Exactly. Right. So how quickly returned phone calls, you know, your your voicemail, the email that you use, are you still using the MSN or Yahoo email, people judge that right? So this is your whole brand makeup is every little interaction. brand identity is everything visual about your brand. So these are things like your logo and the marketing materials, the color, the font that you use, even your name because you spell that out in different areas. And so that’s your brand identity. And so when you think about like, you know, do I have a brand as a person, we all have a brand. But are we actively shaping it? Are we trying to control here’s the thing is that even even Apple and Nike can’t completely control their brand, they can only direct it, because you and I is the consumer and as the person looking at that company, we control the brand. We are the ones who who have certain thoughts about what this company or person means to us. What our goal is, is just to help provide the train tracks the rails to keep our brand moving in a direction that we want it. Do we want to be known selling to affluent individuals, or to budget conscious first time buyers. There’s a market for each, but we should be conscious of the fact of who we’re actually talking to. And not just you know, make it up on the fly. Well, I thought every real estate agents logo should be a roof with their initials and or maybe a set of keys next to it though. Yeah. And that’s the problem, right? So everybody thinks that way. And there’s certain industries that are very guilty of this. dentists, lawyers and real estate agents, you know exactly what that that logo is going to look like and therefore it means nothing to you. Right so when you go

out, and you spend all this effort, time and money to attract leads, you look just like somebody else. And it’s and you want to have that separation, it’s what we find with with free designs or something that’s cheap. There’s simply just mashups of certain industry symbols. And it doesn’t mean you have to avoid them. You can still incorporate things like you know, keys and homeownership into your design. But there’s ways to do that, that make them look more custom, that you actually took time to create something that that looks unique. So a lot of people, here’s here, I’ll tell you what their reservation is right off the bat, though. Well, if I if I do that, I might turn off some people.

What do you answer to that? Good? You know, like, that’s what we’re trying to do. We’re trying to niche down. We’re trying to find out, you know, who do we want to work with? And, you know, can we speak directly to them? Because if we’re not speaking to them, we’re speaking to nobody, right? If we’re saying we service, every client, every every person at whatever stage in life in any geography, we just look like somebody generic, right? But if we say, we’re only interested in selling a million plus homes in this area, that’s very specific. And now I want to work with you because I don’t want you to say you have to leave to go help some kid by his first house, right? Or maybe it’s the opposite. Maybe you want to go after the person whose first time homebuyers because they’re like, look, this isn’t my third house. I’ve gotten a lot of stupid questions I’m going to ask, and I’m gonna feel really bad. You know, asking somebody who only sells to folks a million plus, that’s not me. Right? And so you want to brand yourself. And when you start talking about branding, you know, what matters is let’s let’s go with colors, right? So colors have meaning. So if you’re targeting an affluent market, your best to use colors that create trust, like blue, or black and gold, which create affluence, or feelings of affluence. If you’re going after maybe first time buyers or you’re branding yourself, it’s kind of fun, maybe using some funky colors, you know, you’re using the purples and the pinks. And we’ve, we’ve seen Realtors do this? Well, you know, they’re known as the pink realtor. And they’re saying, Hi, I was just gonna say that the that was one of the best brandings I’ve ever, ever seen. There’s I forget who the guy was a tough dude, the guy was like six, four huge, like, muscle builder. And he was the realtor. So it was like, so perfect for him. Because you just remember, you don’t expect to see the big burly guy in a pink shirt every day. But that’s that was his brand. And he views it as his uniform. Right? Absolutely. So like, there’s a great point, you want to find those additional areas to insert your brand. Right? So some of the obvious ones are, you know, the sign in the front yard. But can you do a vehicle wrap on your on their kid? Can you do something on the outside? Can you do a big mural on the outside of your building? If you have a physical location, right? All of your outdoor advertising, or marketing flyers, this should all have your brand, you shouldn’t be second guessing what color am I going to use? What font am I going to use? It’s whatever you’ve defined as your core identity. Sure. So you might see someone who focuses with military or VA, maybe do some cat some camouflage. I’ve done a bunch of dog tag stuff. I’ve done a bearded realtor, and I call this show beard budget. Like there’s all kinds of stuff you guys can do. But you have to remember that when you fall in line, like with everybody else, you’re just a sheep and no one sticking out. And when everyone’s selling the exact same service, it’s not helping you any. The truth of the reality is, is that the more you stick out brand is the one thing that it is your one thing and you have one, I’m gonna give them a couple examples on these so they could follow it. I’m gonna give you one I’m doing right now. So I’m going to have her on the podcast because it’s just an amazing story. But I won’t say her name yet. But we’re building a brand versus a brand new agent. And she her son was lost to brain cancer. And she was actually in the State of the Union. She got called out by President Obama and then and she was like the girl on when they do the state of you. And they always clap for someone that was her. Right? So as a few years ago. So what you did when when your son pass, she started this thing called kitchen and get cancer.org. Right? And she became a philanthropist in the last 12 years. It’s all she’s done. She’s meted and greeted and rubbed shoulders with very famous people, rich people, fluid people, you name it and she did successful but when COVID hit, she got crushed, took away all the goddess took away everything else. So she’s becoming a real estate agent. So we did with her. I go what do you really want to do with yourself? She goes off. I just want to save kids lives. I want to bring awareness as cancer I go, Okay, well, here’s what we’re gonna do. We’re going to create a program and we call this program Johnny’s house. Johnny’s house is your son’s name, and every time there’s 10% of her closings will go to Johnny’s house. Now we’re going to license the program to other realtors who also want to give back. Sure, but everything she does is about giving, giving, giving, giving. So she could go out there and create content on say businesses in her community that also give back. Sure he’s going to help us golfers that’s all brand new guys. And the difference I think was what we’re saying here is that there’s a difference between brand versus brand identity. brand identity is going to be the stuff the visual crap, but the brand is going to be

What the fuck it stands for? Exactly, no, that’s a great example. Absolutely brilliant. Because you’re, you’re looking for a way to set yourself apart, right? Because at the end of the day, somebody’s going to be trying to compare you, and they’re gonna go to the fees, right? They’re gonna say, Wait, you know, 4%, you know, so you know, I’m in a more rural area, guys, we’re still 6%, which is just wild being in Chicago, you know, they got pushed down to 1%. And everybody’s, either way, everybody’s still competing for the small pie. So if you can say, here’s what we do with that money through Johnny’s house or something like that, that’s part of that brand story, you’re trying to create beauty 100%. And we talked about one, good one, because because some of your listeners might be thinking, Okay, I don’t have such a clear picture of my niche, right, I don’t have a charity that I want to create or support. I don’t. Right now, I’m just trying to chase leads, I’m not necessarily wanting to pigeonhole myself into one market or the other. One thing that you can do is start now, with the goal of simply rebranding refreshing in a few years, you don’t have to have the entire roadmap pictured, right? So Amazon wasn’t Amazon and Jeff Bezos had it was to sell books initially, and look what it grew into. You start with something simple, and it’s expected that you rebrand you refresh in a couple years when you have that define. But don’t forget that like, the best time to plant a tree was 20 years ago, and the second best time is today, you want to start taking that action, right? So do something to start creating a little bit more of a brand of focus, with the intention of updating that every couple of years.

What do you think?

Can you have a brand without a brand identity?

It becomes difficult, because the brand identity is that that quick symbol, we process visuals, you know, 1000s of times faster? And so yes, I could tell you who I serve? And what I do? And how great you know, my closing is and all that, but are you really going to listen to me for a couple of minutes while I ramble on. But if you see a logo that’s using, you know, you mentioned the military example, it’s using sharp angles, you know, to show toughness, it’s using kind of a camo or dark green or gunmetal color, you’re starting to paint a picture, okay, this guy either is of that, or he’s focusing on vets, you know, it starts to and that just opens up a whole new brand, right? If I’m dealing with a vet, you know, there’s a certain level of expectation that I have working with him. And I’m excited by that, right. And so you really, can’t you, I suppose you could, but then you’d have to sit down with everybody and explain yourself instead of just allowing them to visually process it. So if you guys caught what he said,

visual imagery is processed through the brain faster than anything else. That means faster than what you hear. It’s more imprinted. And this isn’t this is just the way that we’re wired. I bet you you read the same book, I did look at the power of visual storytelling.

I’m looking at it right here. And I so do that it was one of the best books I’ve ever read, when it just really changed my outlook on so many different things. But what they say in the book, though, is they go back and the way I always understood and this is when it clicked for me was that if you go back to like Egypt in the cave days, what the hell was on the walls, right, just a bunch of hieroglyphics. Those are pictures. And that’s how the ancient humans told stories before words were created. So our brains are wired, God made us this way. Like we tell pig, we tell stories, but we intend, and we have stories that we do through pictures. So when you have your logo, like if I just have my logo on this video, I’m constantly branding, branding, branding. Now, let’s talk about elements of a logo, because all people are gonna be like, oh, like when I build a logo, I just need to accomplish three things for me, I needed to tell story, I needed to remind people, what the hell you sell to make money. And then I need to reflect your personality into it. As long as I have those three elements, that logo will turn into your most powerful marketing piece you ever do. Because you don’t even have to talk about real estate, you just have to show it. Exactly, exactly. And it’s going to follow you around on every piece of marketing that you do, right. It’s expensive doing direct mail, it’s expensive, creating these relationships where maybe somebody sends an email, to introduce you, you want to make sure that it’s it’s a big deal buying and selling a house, you know, it’s a lot of money at stake. It’s a lot of trust that we’re putting into a realtor, you want to make sure that that you have those opportunities to keep building that trust as you go along. And that’s a great place to keep inserting that logo. We did a this morning, I was scripting a video for one of our clients. And he’s a VA veteran himself. He’s a mortgage broker, but he’s in the north. He’s like in the Seattle area up there wherever that basis, but so he does a VA buyer bootcamp. Alright, so every 30 days, he does a VA buyer bootcamp, he knows exactly who and his audiences. Well, he’s having it at a veteran owned brewery. Okay, guys, so like, you have to make sure in all of his videos, there’s an American flag in the back. Right? Right. So it’s, it’s it’s what can you own that be proud of it and fill out those additional ways you can insert it, that’s a great example. You could have chosen any venue to have this. Instead, he’s further pushing this idea. We support that. Yeah. And that’s what people are going to remember. You know, there’s so many examples that you know, I could give you guys and but you have to really be willing to do it.

I always tell

people especially with comes on video. I don’t believe you can be successful on video without first identifying your brand because what the fuck are you gonna talk about? Right? You’re gonna run out shit to say I can only talk about real estate for so long. Like I’m telling I’m gonna talk about dude want to buy or sell real estate? Fuck no, no one’s gonna listen to that guys, it doesn’t work that way you got to, you have to stay in communication with people because once you have your brand identity, how you build your brand, at least with your database, it’s your consistent communication to the same audience over time. It’s very simple. If you stop talking to them, they’re gonna cheat on you as another real estate agent. It happens every day go on Facebook right now there’s about 4 million Realtors crying because they just logged on and someone named cousin believer and Sue just got a referral from a family member that forgot their real estate. Right? That’s that you don’t you know what the only reason that ever happens to by the way is because blood is thicker. Or blood is was a blood is thicker than relationships Trump All right blood is what the hell’s the saying? I can’t think now I’m struggling with it. You know, I’m talking about right I do my tongue. But yeah, guys, I mean, there’s so many different things you can be doing. But you have to be willing to do them. A lot of people to I see are like very

hesitant to express themselves and really niche down. Sure. And I always tell them and answer that question. Real simple. I go, if you believe you’re the right person for the job, it becomes your obligation to scream it from the rooftops? If not, you’re not the right person for the job. Right? When I think this is that hard look, right, that you mentioned with, I forgot the person’s name, but you know, creating this Johnny’s house charity, and then she has a story, right, she has something impacted. You’ve mentioned the vet use of it. You know, some of these might not be as obvious we might not be event we might not have lost somebody to cancer. So we’ve got to start thinking about what’s our own either struggle, or what are we passionate about? Right? Did we come out of debt quickly? Right out of the gate? Did we have massive debt and brought that back under control? These are? These are hero type stories, right? I think too often, you know, we want to be the hero in the story. And instead, we want to be the guide. Right? So we want to guide somebody else who and make them the hero, right? Champion them. And so we have to understand what are we good at? Who are we good at talking to? You know, what’s kind of our, our, you know, superpower is too strong of a word, but what just comes natural to us, you know, to be able to communicate, and that’s probably a very specific audience. What do you do on the weekends, that’s your brand.

You know, if you’re out there, and if you’re if you’re, if you’re not proud of it, start doing something that’s more exciting, right? If you’re not proud of it, you’re just a miserable human being. I mean, that sucks. Don’t overthink it. It’s much easier than you guys think. But I telling you like this whole real estate agent business is getting shaken up to the ground. And the only way you’re going to compete against the dollars being thrown against your profession is through personal brand and relationship with the people you already know like and trust. Right? You’re not going to outspend them and lead generation guys, tell me I’m telling you the conversation revenue back end with some of these funds, you will never outspend them on lead generation, there’s billions and trillions of dollars being poured into the market to take real estate agents out of the equation. And the only way you’re going to fight back I swear to God is going to be through your personal brand. Well look at look at every industry, look at how you can sell something on Shopify, and compete with Walmart, right in Amazon, where it’s much more convenient. It’s cheaper, it’s guaranteed. You’re only able to do that because of this brand. Right? And it doesn’t like you said I’d like to keep focused on Don’t overthink it. Look, I’ve got two kids. You know, a lot of my weekend is taken up with taking care of the kids, right and making sure that they’re successful, that can be part of the brand too. You don’t always have to be rock climbing, whitewater rafting and elk hunting like we were talking about right before the right and so but if you’re doing those things as well, that can certainly help and start start seeking those out. Yep. I like it, man. What, oh, I think we sort of covered a lot of this stuff here. And it actually gets a lot of time. You know, it’s really one of these. It’s one of these tactics that you have to really sit down and start thinking, Okay, who do I want to focus on? You know, how can I start inserting this brand through a visual way? This is why it helps starting with a logo, or refreshing your current logo because it gives you that foundation, it says okay, here’s my my colors, here’s my font. Here’s my style, and now I can give that to somebody and start inserting that in other parts of my marketing. And it should be something you come back to you should come back to this regularly. Okay, did I make a mistake? Do I not like this market? Is the market too big or too small? Do I am I not strong enough in this area? Should I rebrand or refresh? No problem with doing that you don’t have to like start this and commit to it for 10 years. It’s a process and what you what you can do if you’ve been doing this for if you sold at least 10 houses in the last 12 months just average your clients that’s your brand. Yeah, right. Well, you’re gonna know we had a we had a client she’s been we’ve been creating content for her for like 18 months and she’s finally figured out what her brand is and she’s realized that she’s attracting young black entrepreneurial people love it own and yeah, we’re going all in on and now we’re gonna have a whole brand series just going through it and you can take it one step further by owning that market, right? You’re not doing that for the nation.

It’s for one area Chicago, you know, the riches are in the niches she’ll she’ll go further because there’s not a shortage of people to sell houses to last time I looked over live somewhere unless you’re a bum. Right? Absolutely. So, folks, this is a really, really good stuff. Jason wants to go ahead and tell them how they can reach you more about crowdspring. And then we could get this thing wrapped. Absolutely. So if you go to crowdspring.com, you can see we’ve got, we publish our pricing, it’s actually a fun process, you get to see dozens of designs for your brand submitted, pick the one that you like, and unlimited iterations to move that forward, 100% money back guarantee. And if you want to get your brand reviewed, we do free brand reviews, where we actually give you a 10 page custom report to break down different areas of your brand that we think are either strong or could use some improvement. And we’re happy to provide that to us. If you go to crowdspring.com and reach out to support on there. We’ll send you your customer customer review. Cool thank you and thank you guys for listening to other episode real estate marketing dude podcast. You guys know where to find me real estate marketing do.com Real Estate American radio.com Need help with video you need to get a new logo. You just need to start making some noise. That’s what we’re good at. Let me use my brain and I’ll put you on the map so people stop cheating on you with other real estate agents. It’s never fun. Thanks for watching. Subscribe, follow us on social 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 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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4500 Leads From Tik Tok

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Today we’re going to talk about attraction. How about 4500 leads just through Tik Tok? the person who created that is on the other end of this podcast. And he’s not even in the United States of America. This is the power of content creation and done consistently.

Our guest today, Rob Roper, is also known as the Aussie Mortgage Guy. He teaches financial education to anyone willing to learn and has over 300,000 followers on Tik Tok.

Three Things You’ll Learn in This Episode

How do we deal with the market shift?
How to stay ahead of the market.
Make sure you aren’t missing out on clients.

Resources

Transcript:

What’s up ladies and gentlemen, welcome to their episode of the real estate marketing dude podcast. What we’re doing here today, folks is we’re going to talk about attraction. How about this 4500 leads organically simply just through tick tock, the person who created that is on the other end of this podcast. And he’s not even in the United States of America. This is the power of content creation and done consistently, those of you listening to the show, I’ve been doing this for six years now. And because of that, I get to be guests from all over the world just like this dude. He is a listener on the podcast, he’s implemented a lot of the content that we talked about here amongst other podcasts that he listens to. And that’s how we met. If I don’t have a podcast, we don’t have this conversation. But a podcast is just a form of media no differently than creating content on Tiktok is creating videos consistently. Any and all the above. And if you’re not in the business of content creation, you are going to be out of business, I promise you. That’s what’s happening. And maybe not in Brisbane, Australia, where this guy’s from, but at least here in the States. 100%. So without further ado, let’s go ahead and introduce our guest, Rob roper. Hello, mate.

Well done on the Aussie accent buddy. That was perfect.

Thanks for having me on the show, Mike. Yes, sir. Why don’t you tell everyone a little bit about where you’re at? Where you’re from? Yeah, a lot of questions for you. Yeah, so I am a started off as a mortgage broker down in Perth, in Western Australia. And it became very clear to me when I started out as a broker and I was new new to the mortgage broking industry back in May or May or June of 2021. It became very clear to me that the pressure point for a lot of businesses but brokers and real estate agents, in particular, is that how are you going to find your customers and so I went on a bit of a social media journey. And Tik Tok was the platform that I decided I could reach the most virality on. So that’s where I put all my energy into. And then yeah, that’s where I am today. 45 leads down the track, which is converted to a very, very successful business. 4500 leads. Yeah, yeah. Yeah. 4500 leaves 4500 leads and your mortgage broken. You just started what? 2021?

Yeah, yeah. music industry. So. So I was licensed in May. And then I started producing content in June. So fresh off the bat. And my background is actually in education. So I’ve been a high school teacher for 10 years. And then during that time, also ran my own tutoring business where I have 15 staff that provide tutoring services from grades one all the way through to grade 12. So I had experience in business and marketing. But yes, new to industry in terms of the mortgage broking world back in 2021. So your teacher you like to teach, I’m guessing what was the content strategy? Most people are like, What the hell do I create? How did you figure it out? What did you end up doing? Well, the very first piece of content I posted, crashed and burned. So that took a nice and nice hit and you didn’t, you didn’t quit? Why didn’t you?

Well, I quit for a couple of days, I have to admit, a couple of days, I thought that maybe this is maybe this isn’t for me. And then I thought you can’t just end on one post. Come on, give it another go. So I thought what are the students in my classroom? What do they often say to me when they reflect on an engaging lesson? And really, it just comes down to? Did they walk away from that little 15 minute block? And did they take away knowledge? And can they remember it? And then I thought, What am I doing? I just need to teach in front of the camera? Yeah, so I set up that I set up the camera in front of the whiteboard in my tutoring center. And I just started teaching for 60 seconds about how in Australia, a credit card limit can negatively impact how much the bank will let you borrow for a home loan. So I just shared that information, did it in a digestible way on the whiteboard. And it was it was so bad that I was unaware of how to how to use the TIC tock app at the time. And so you know, the video ended mid sentence like I didn’t even wrap the video up well, and it went on to get 70,000 views or something like that over the next couple of days. And then I thought geez, if that’s gonna get 70,000 views, maybe I’m onto something here and then that was a little spark which ignited the 60 day challenge that I went on, which was to try and post one piece of content for 60 days. And that’s what you did and then all sudden, it just took off and you’re like what am I doing what’s going on and you’re just go along for the ride yet. Exactly.

There was a mortgage broker over in Canada, named Enrique. And he had, I think he had 14,000 followers on Tiktok, which was, you know, which was impressive. And so without him knowing he became my, he became my target my challenge, right. And over 60 days, I thought, if I can get to his kind of follower level, it’s really proof that maybe I can build out a successful business on this platform. And I think it took me 45 to 50 days, it was around that point, and I got to the 14,000. And then after that, it kind of just, it just kept going. So it probably took six months to get to around 30,000 followers. And then it took another six months to get from 30,000 to 300,000.

You’re doing this quite a bit. So I’m imagining that

you sort of have an idea. Are you saying that after six months of consistency, that’s when most people see results?

Well, big results? I mean, big, big reason. Yeah, yeah. Yeah. Well, look, I think it was within the first week. It was the first six days that I got to 900 followers. And the reason why I remember that is it’s the first point that I received a lead. So somebody actually sent through and said, you know, can you help me? Can you answer my questions, which ended up just like a back and forward direct message exchange, but that that lead actually turned into a conversion. So that drew down, I think it was three months later, you know, by the time we went through the process and sorted the loan out and everything. But for me in terms of when the business became viable and Tiktok, it was a weekend because that’s when I got first lead that turned into business

at at the six month point I was having to so when I had 30,000 followers, I was having to say no, I had to turn away 95% of the leads that were coming in, because I just I couldn’t manage that volume. And it was at that point that I then went, Well, maybe, maybe I’ve unlocked a little a little a little secret here. And and maybe I figured out that communicating to people on Tik Tok is kind of my, my super skill. So why not continue to do that double down on that? Find some of the best mortgage brokers in Australia because remember, I was only six months new to the industry at that point. You know what you’re doing? You’re on let’s stop right here. Let’s stop right there. I just got off the call with somebody.

And a lot of people like are hesitant when they come to do on get on video, they’re like, well, people are going to trust me. Are they really going to believe me? I’ve only haven’t done a deal yet. Listen, if you want to build your authority, the first thing you do is get on video. This is the exact example I just gave you or 25 minutes ago. I said, Look, I’m not a chef. But if I want you to think I was I would shoot seven videos in Sunland to you each day, by the time that you’d be asking me for my recipe. Exactly, exactly. He’s amazing. That’s the power of authority and positioning the fact that I think it’s all psychological. But I think that when people see you on video, because most people are scared shitless to get on it themselves are like, Well, fuck, this guy’s got balls. And I respect that. And he must know what he’s doing.

Yeah, yeah, it is. It is amazing. That was one of the things that blew my mind was how quickly I became perceived as an expert. And sort of Yes, I was, you know, and yes, I was learning I was I was learning all of these new concepts. And, and when you throw yourself into the public eye like that, it actually does increase your accountability, right? And it does make you go, if I am going to talk about this stuff, I need to know what I’m saying. So that was great for that six months journey. But yeah, it was at that point that I was then like, I’m gonna have to find some brokers all over Australia that can deal with this volume. And that’s when I reached out to them, and started creating this trusted finance network. And so now what I primarily do is I get the lead ID and then I transfer that lead out to a mortgage broker that specializes in what that customer is looking for based on their financial information.

The

one who controls the leads, controls everything. And when you have a faucet, you can turn on turn off, you have a lot of leverage. And I want you guys to think about that. Like if you still believe you’re a salesperson chasing a Chuck, I think you’re gonna be the fuck out of this business very soon. Excuse My French but I need to hammer the point down here. And nobody cares about you. You’re not that fucking important guys. I’m sorry. But no one knows what you do for a living. We don’t remember what you do for a living. It is not your their job to remember you have to get out there and constantly let them know what you do for a living. And if people like you trust me, the business will show up. Everyone lives somewhere. So it’s not a matter of time until they’re gonna buy a house. Or if they’re gonna buy a house. It’s a matter of time until they do. And 10 to 15% of our net works at sea as tick tock videos will 10 to 50% of people sell those views. They’re moving this year.

Yeah, yeah, it’s a numbers game. It’s math. Walk me through your content stream

Energy. Because people struggle Yeah, all the time. You got your, you wanted to educate your teacher, I think that’s extremely important. People don’t remember what you do or what you’re talking about in video, they remember how you’re doing it. And the fact that he put himself in his own environment in front of a whiteboard, being a teacher is probably where he became authentic. So, and that has a big deal to do with how you create content. So I want to give you a couple examples on that. It’s not the what you create. It’s not how you’re doing it that people remember and pay attention to. And if you start doing it awkward, well, you don’t get paid attention to. So you have to really find out your content strategy. It’s extremely important. We have people that are going to gym, their gym, they’re out there, like straight arrow, they don’t drink, they’re just they own gyms, and they pay their mortgage brokers. So all their contents done in the gym. He’s always he’s always talking about as a healthy investment. Right? There’s a way that you can communicate, to dial in your brand, you guys. I’m a dude and allows me to swear on my show, but it’s just really who I am. At the end of the day. People don’t remember my boss, Mike Cuevas shows up at 530 When I get home for my kids, from nine until five, I’m the real estate marketing dude. And I speak with my brand, guys. So you have to realize you have a brand. Okay? If you’re running a business, you have a brand or you don’t have a business.

That’s That’s exactly right. My I am Rob ropac shows up. You know, when I go to the high school, still, Rob Roper shows up when I go home. But Rob Lowe, the Ozzie mortgage guy is the guy who shows up on Tik Tok. And he’s the one that you want to have a beer with down at the pub and ask a couple of questions about how to buy a home. And, and being able to create that persona and understand

that that’s who I am on this platform is one of the really big drivers to why they feel like they can trust me, and why they feel like that rapport is there. So that was I’m glad you touched on that mark, because that was the first strategy is you need to build out your persona. And you need to understand who your target market is. And, you know, I think that I think another really good important point is to is to make your persona authentic. If you just create a completely fake person, you’re never going to be able to hold it, you know, consistently do it, you need to make sure that that fake person is actually just a dial up of a particular part of your personality. And then you can create it with an authentic mindset. So yeah, well said. But once you’ve got that persona, it’s then about Well, well, what strategies can I put in place within that 62nd video, in order to try and push it out to as many eyes as possible. And to start with, I had no idea what I was doing. But over the last 12 months, I’ve developed some really clear strategies to and it doesn’t work every time, you’re still gonna have videos that crash and burn. But it increases the likelihood that more people are going to see it and more people are going to engage with it. And then it’s going to get those leads, and then convert them into customers down the track. People always ask what’s the road? What’s the secret? Yes, yeah. Consistency, like there’s no secret. Some videos are gonna suck, and you’re gonna get turned off. You’re gonna get some haters on some video. How many times have you gotten haters on some of your tech talks, and then be like, you’re just like, Fuck off, dude, go pound sand who gives a shit? And people get deterred by that. But when you get your first hater, you got to take that as a badge of honor. Because if people are watching your stuff, you’re not God. You’re not meant to resonate with everybody. And I believe that the more people you turn off, the more dialed your branding strategy. Yes. Yeah, exactly. And the other thing too, is, you know, the most frustrating thing as a content creator with 320,000 followers, is that you can post a video that gets 100 views, but it’s actually the most beautiful thing because it means that when somebody has zero followers, they can post a video that gets 500,000 views. And for me, I prefer to be on a social media platform that can have that type of virality rather than being stuck on a Facebook or an Instagram platform where my engagement stats are representative of my follower size because I feel like you can just plateau very easily. There’s a ton of people talk talk to him about how important it is to like know the platform and beyond it like I just started tick tock because I’m not on tick tock, but I’m not gonna go on tick tock until I engage and start working on tick tock and I’m going through the process myself, I’m late to the game on tick tock, but I’ve been busy and have trans and until I was able to go all in and commit to it. Now I’m there and I just started getting pretty consistent on it. So I want you to coach me a little bit here. Show I want you to walk me through because I think a lot of people are going to be in this position. If you’re not on tick tock and you don’t watch reels then don’t make sure it’s part of your video strategy period. So if you’re not going to create short form video, then don’t be on Tik Tok. Or if you’re not on tick tock don’t try to be because it has to be shit you’re already doing. If you’re on Facebook, you build your content strategy for Facebook. If you’re on Instagram, you build your strategy for Facebook, but the only content strategy or platform that works is the one you use. So you have to you have to know it. It’s not so many people. Oh my my real estate coach told me to go out and get a tick tock account. I have this question every fucking day on average calls it hey, I got this tick tock account. Yeah, I just I was told I could just post until

Talking all sudden I’m gonna get 4500 leads, it doesn’t work that way. It does not work that way you guys, you have to commit to the platform if you want it to commit to you. So walk us through the importance of that. And through your content strategy. Yeah, look, that’s exactly right. So persistence on that is the key. But one of the things that I did at the very start was I had my personal tic tock account, which I had been using for at least six months. So I was consuming and I understood the nuances to the trends. But what I did was I created another account. So a second account, that wasn’t my business account. And it wasn’t my personal account. And I pretended to be a first time homebuyer which I am not anymore. You know, I’ve bought multiple properties in my property journey. And I forget what it’s like to be a first time homebuyer, so I spent a good month, just trying to engage in content that they might like stuff that’s based on like aesthetics, and home decor and that type of content that I thought that they would be into. And once I kind of understood what the videos looked like that they might find interesting, it gave me a better direction in terms of what I could create, that was engaging. So that was one of the first strategies I put in place while I was getting my broking license before I even started creating content. So that was the preparation. But then once I started creating content, I quickly found out that the educational style videos I was producing, gave value to my audience. And that was one of the key things because if they get value, they then want to give it back to you by becoming your customer down the track. But it didn’t show the part of my personality that was engaging and, and memorable. Right? Yeah, value is great. But you’ve got to then come up, come up with content that is either entertaining, or inspiring. And those two types of pieces of content. They’re the ones that show your personality. So you want to make sure that your personality is present, because that’s how you become memorable. I’m honest, tick tock account right here. And I’m looking at his thing and and he’s known as the Aussie mortgage guy, right. And the Aussie mortgage guy that’s personality, it just says he’s a guy. It gives me the incentive. He’s sort of laid back. But the Aussie thing is really tied into, I think, his audience, but he’s posting his content in Australia. I was saying that if you posted the Aussie mortgage guy in the States, because people love the Australian accent so much, they will fucking crush it.

Oh, that’s interesting. Yeah, yeah. Well, I mean, you know, of my 320,000 followers, I think it was the last time I checked was 36% of them were from the States. So it’s, there’s definitely, yeah, there’s definitely people that consume my content over there. And because some of the content I produce is really specific to mortgages within Australia, but then some of the content I produce is just about saving and different savings strategies you can put in place to reach your savings goal. And that type of general global content is what I find people in America are eating up on my channel, and I quite often get somebody going, Oh, I didn’t realize that you could do that with a home loan. And and I say, Oh, actually, I don’t think this relates to, you know, Virginia, or wherever, wherever it is that I can tell you from. So yeah, good. That’s a good strategy, though. I didn’t think about the the whole of the pot in my headline and how that relates to Americans. Yeah, cuz you’re in the weeds.

Alright, so I’m looking at some of your content on here. And like, everyone, overthinks a lot of this stuff, tell me what type of videos I see you’re doing some react stuff? I see you doing just some like you’re just answering questions like is that your strategy? You’ll be you asked you ask a question and you just answer it, it can it really be that simple. It really can be that simple. And to start with, you have to, you know, really, there aren’t too many people who just start out as mortgage brokers and start a tick tock page and become an expert within a couple of weeks, you know, that doesn’t generally happen. Usually, you’ve been a real estate agent, or you’ve been a mortgage broker, you’ve been that for a long period of time. And then you’re like, I want to start a social media channel. So you should already have a very big bank of all of these types of questions that your customers are asking throughout their journey, their customer journey with you, those questions should be what informs your content at the very start. And so for me, now, once you get the ball rolling, the snowball effect, you know, as you get bigger and bigger and bigger and bigger, you know, I think I wrote this down just before I came on the show, but in the last 28 days, I’ve had 3512 comments. So you know, there’s a lot of questions in those comments. And those questions help inform the type of content that I create that’s specific to what my audience wants to know. So I’m answering questions, I’m finding other engaging pieces of content might be real estate walkthroughs. And that might be a home’s up in America even. But it might be really aesthetically pleasing. Or it might be something that’s interesting about that home or it might be that a real estate agent is showing the value of a home. All then Jouett that video as they’re doing the walkthrough, and I say it’s a $1.5 million home, and then I’ll show that on a 3.5% per annum interest rate. This is what the repayments would look like. You could also go to a site called answer the public.com which you’ll just type in

Like your subject, and they’ll give you a million different questions. And you’re right, like watch those content, like watch the questions that they’re gonna tell you what to create. But once you know what what content you want to create, it’s just a matter of researching what people ask around. And so when you say this is content marketing, you guys now are you just doing Tik Tok? Are you repurposing any of this content? Are you taking these two reels? What are you doing with that? And are you just solely on tick tock? So I would say 95% of my time is spent solely on tick tock. But what I am doing is just repurposing so re downloading the same piece of tick tock content, really downloading it, so it doesn’t have a watermark on it, and then reposting it to an Instagram page. But that Instagram page is probably running it. I think it was 3800 followers. The last time I checked, I checked. So the the engagement on that is is nowhere near that Tiktok what’s the right cadence? I know you’re posting consistently I’m assuming you’re doing every day. But what’s the importance of using hashtags, hashtags, and the tax and the lead end of the tax you write into it? You are limited some characters correct? Yeah, it used to be six months ago, it used to be a lot more limited. So they’ve actually increase the caption substantially. So much so that now when I write a caption, you know, sometimes I put in 15 hashtags, and I’ve never reached the limit. So that’s not a worry anymore. The the text, I don’t think is at the bottom, I don’t think is that important, I usually try and embed a call to action within that text. But it’s my secondary call to action, because I always have a call to action as a sticker within my video, so it’s actually plastered on the video separate from the caption. But within the caption, I do definitely put in all of the hashtags. And I make the hashtags specific to my niche. That’s really important because with tick tock now becoming one of the most you know, it’s, it’s, it’s getting up there with Google in terms of being used as a search engine, you want to make sure that you’re using those hashtags, so that when someone types in mortgage, or someone types in real estate, or your city, that you’re one of the ones that come up there, and you will come up there based on how often your videos use those hashtags. Are you saving the same hashtags for each one? Or what’s the hashtag strategy? I know a lot of people I don’t know the answer to this either. So I’m curious. What how many should you put in there? And then are you always using the same ones? Or do you switch it up? Because the subject matter on in your case is probably like, you know, it’s mortgage questions as finance, finance smart. Right? So yeah, let’s see. Do you have consistent ones you use over and over? And what’s the strategy behind that? Yeah, yeah, so I use probably, like eight or nine or 10 consistent ones every single time. And then I probably add in three or four, which are specific to how that piece of content has changed. For example, if it’s a first time homebuyer, I’m trying to hit I’ll put in there rent free and budget, there’ll be two that I’ll add, right? Because that’s what they’re trying to do. But if I’m looking, if I do a one that’s focused on a property investor, maybe first time mom and dad investor, then I’ll put invest investing, you know, wealth generation, something like that, or even potentially retirement because some of these people are in their 40s in their 50s. And they’re thinking of having that little golden egg for when they retire.

I like it.

I think it’s really good. I think it’s, I’m trying to think what other questions I didn’t ask you yet. How about the actual text? And how important is that, like, you know, on Facebook, you get old, the old or the AI is so smart. You’re gonna read this, if you listen to the Guru’s guys, if you hire a bunch of coaches, and it’s true, this actually I didn’t believe it until I started doing it. But Facebook so smart that their algorithms so smart that they’ll read the text in your text, and it’s very important what you write in to the text of the post, because, yeah, and same thing, it’s, it’ll put it in for the right people. So yeah, the question is, what’s the importance of that? Are you embedding keywords within the text that are also hashtags? Is there like a strategy there? Or are you just taking the subject and how smart is this thing? So I think what you’re trying to do on tick tock, and this is the mentality, for your listeners who are just starting out, it’s the mentality, you want your percentage of the video watched to be as high as possible across a as many people as possible, right? You want that percentage to be high. So if somebody wants watches, seven seconds out of seven seconds, that’s 100%. If they watch 14 seconds out of seven seconds, it means they’ve watched it twice. And that’s 200%. You know, realistically, it’d be great if we could have 400%. Yeah, they’ve watched it four times, that would be the goal. Right? So how can you do something on screen that forces that rewatch? Well, for me, one strategy I’ve used is, let’s say I’m going for a walk with my wife and I come across maybe a landscape or something that’s kind of interesting. I’ll quickly whip out my phone, and I’ll take a video for seven seconds, doesn’t relate to homes. It doesn’t relate to mortgages, it relates to nothing. But then I’m going to overlay a substantial amount of text over the top of that video, so much so that it’s probably going to take them at least 16 to 20

seconds to read all of the text. And as long as that text is Super Value specific, it’s going to force that push out, right. And then and then all of a sudden, it’s 200 300%, it’s going to push it out to more and more people. And what you can even do, if you find a trending audio, you cut that seven second piece of video down to four seconds, find a trending audio, that’s, that’s being pushed out on the tick tock algorithm, which you can do by there’s a search function in the playlist there, you can search for trending audio, cut the trending audio down to four seconds, overlay it. So now it takes 20 seconds, it’s at 500% watch time, I’ve done some of that. And it’s pushed it out to 400 500 600,000 people, that’s a great way to get found if you’re starting a channel, right, right, because you’re just I want to I want you guys to unpack what he just said there. He’s, he’s not using like, he might put a picture everybody’s just using, you’re doing a seven second video, essentially, yeah, with text. So it takes them at least seven seconds to read the text. Right. So that means the retention is there. And then algorithm just says if you get good the 100% retention or 200% retention,

that the video is gonna get you into more people. So that makes a whole lot of sense. What do you like? Now, let’s do the flip side of that, because this gets very pointed. What do you think, though, if, if you’re doing a 92nd video, do those typically not perform as well, because of that? They were no. You see, they still can so they still can now if you do a four second or five second seven second video, tick tock in order to push it out on the algorithm is gonna want to see a lot of that video watched. Right? It understand it’s only seven seconds. So when you create a 92nd piece, they want people to get to at least the 50% mark. So there’s different thresholds in order for them to push that out. Now, tick tock doesn’t want to just on there for you page, they only putting seven second videos, nobody would engage in that in the platform, but also want to experience these longer posts. So I’ve had some longer ones that go for 60 seconds. Usually, I kept my videos at 60 seconds, and then a couple that have gone for three minutes that have reached 500,000. But really, I kept them at 60 seconds, because if you can’t say in 60 seconds, it’s probably not worth saying. Right? So in 60 seconds, and and you know, I’ve had a couple of those reach 1.11 point 5 million views. One of them in particular, I’ve actually pinned it to the top of my tic tock page. It’s just a little bit of a skip me going back and forward with an imaginary homebuyer. So I pretend to be a homebuyer and then they’re talking to the bank. And I usually do a skit where the bank is unable to help them because they only have their products. So obviously speech speak to a mortgage broker because you know, they can find you any product across any bank.

You know, from that 92,000 likes, I think from that one piece of content I got like 250 leads. That’s great.

Yeah, that is unbelievable, guys.

So same eight to nine hashtags. Describe the video. Yeah. Is it better to have a I know, I think I know your answer to this. But I have a question for you is what is your hook at the beginning the video? Yeah, you probably have a formula for it because you got to tease this, like 75% of people regardless of I don’t know the stats on Tik Tok, but I know whatever video they watched, they decided they’re gonna watch it in the first seven seconds 75% of people. So you could use that hook if that hooks not there for that attention. Word it like you’re gonna set yourself up for disaster. So what’s your cadence? What’s your formula behind that? Yeah, so the formula for any video but in particular those educational videos is three words hook problems solution that should be your goal whenever you go into a piece to hook problem solution. So to start off with the hook, you want to like you said realistically you want to try and hook them within three seconds that that should be the goal on tick tock is three second hook but a lot of my hooks do lasts between five and six seconds on a on a 62nd video. But when I’m whenever I’m delivering the hook there’s also the sticker across the top, which in text also outlines the hook and generally what I find it takes me five or six seconds to describe the hook. They’ve read it within three seconds above me anyway so that’s how to get them within the three seconds. So to make sure it’s sticking in text above you as well as while you’re saying it but this was the little strategy with the hook that unlocked it is speak specifically to one person quite often people are like hey guys on tick tock or Hello everyone or hey, you know, homebuyers know you want to speak you know, if you are x you know, or if you if you and your partner are earning $150,000 per year and you want to buy a first home This one’s for you. specific year if your PCs seen if your PCs and looking to buy your first house, pay close attention. Yeah, you’re buying your first house and wondering how much it cost because it’s everything you need to know. Yeah, exactly right. Now, one step further on that one step further. And this was another one that I that I had, that I have found as unlocked even more audience is rather than

If it’s for you ask if you know anyone in that position. Do you know someone who’s looking for that? Do you know someone who’s looking to buy their first time? Because if they know someone, and it’s themselves, Well, yeah, of course, they know someone, it’s them, right. But the luck we’ve had they have a brother or a sister or a friend, a mom or a dad, who’s in that home buying journey means that when you put a call to action within the first, you know, 10 seconds of the video that says, share this video with someone, or share this video with that person, share this video with the person that you’re saving with to buy a home, and you have an arrow explicitly pointing down to the part on the TIC tock app where they share it, it’s going to increase that likelihood because the TIC tock algorithm is looking at the number of likes, the number of shares the number of saves to favorites, the amount of comments how many times somebody tapped the screen to pause the video, what percentage of the video they watched. So if within that first 10 seconds on a 62nd video, you can get a share a pause on the screen, you know, and somebody’s continuing to watch the video and they might have even liked it during that time as well. Boom, you’re 80% of the way there. So good, dude, that is like freaking golden. Let me just repeat that. Gino? Somebody’s trying to buy a house without any money out of pocket.

Yeah, perfect. If so make sure you share this video with them. But here’s how it works. Yeah, yeah, exactly. I mean, how long did that take you? What five seconds, five seconds, you got the call to action, you you tied in the call to action? First, you almost you increase the engagement by doing that, and yeah, well done. Very good. And, and don’t don’t be afraid to do a second call to action later in the in the video. So once you’ve presented that hook, we’re then gonna go into the problem, right? Now you want to highlight a problem that that person you’re speaking to has a high likelihood of experiencing. So for me as a mortgage broker, quite often, it’s that people’s lifestyle, how much they’re spending per month coupled with, you know, the amounts they’re paying on their personal loans is too high comparatively to their income, which decreases their borrowing power. So I’m going to paint a picture. And quite often what I do is I represent that picture being painted by my avatar client and his name is bad, right? So bad that often is in a situation where it’s not quite good enough. So that’s the problem, right? Limited borrowing power. The solution is that I give them some actionable strategies to put in place. For example, if you decrease your living expenses per month by this much, this is how much your borrowing power will increase. So that’s a solution that they can then take away, there’s the value add, they go, Yes, I can put this practice, I can put this into practice in real life. And then the call to action at the end is that

head through to the link in my profile to be connected with one of my mortgage brokers who can support you through this process completely free of charge. Right. So the idea is you call me up, we’ll put this strategy in place for you. We’ll figure out specific to your income because you’re not Beza you don’t earn 150 grand a year, you might earn 135 grand a year, right? specific to your situation, we’ll figure out what is the best plan for you. And so putting in that second call to action at the end is actually the driver towards my profile, which is then going to get to push them down that funnel actually hit the submit button, turn those followers into leads and then those leads actually into customers.

Love it, love it. Alright guys, let’s get this wrapped up tons of content here. We’re just over a half hour mark, but I think you’ve answered every question I have. I’d like you to go ahead and tell everyone how they can reach you. How can they learn more Tom, your handle and all the above and we’ll get this wrapped? Yeah, awesome, mate. So look up, you can reach me on Tik Tok. It’s at trusted dot finance. And what I’ve actually just created over the last couple of months is a tick tock masterclass. So it’s showing people in the real estate industry in the mortgage broking industry, specifically how to build their presence, their brand awareness on tick tock, how to build your following, convert those following into convert those followers into leads, and then those leads actually into customers. So it’s an online tic tock masterclass, that’s separated into six chapters, there’s 64 modules, and all modules are delivered by myself. So they’re all They’re all video modules. None of it’s in a PDF, you know, written format that you got to sit there and read for seven hours by yourself. It’s all delivered by me. And it’s separated. It’s drip fed to students over 25 days. And there’s a, there’s a very important reason for that each chapter is separated by a five day gap because I give you tasks to complete on your Tiktok page that is designed to actually build your following and gain those customers. Yeah, that’s, that’s how it works. I’m really excited to be rolling it out worldwide. I’ll make you a deal. I’ll take your course for the next 60 to 90 days. And you could do a live case study on me for somebody that totally understands video understands content creation that will stay consistent. Yeah, I’ll go through your course. We’ll do another podcast and 90 days from the time I start

Buy, or buy time I complete it. And then we’ll do another case study. And then we’ll go right through here and show you guys exactly what we what happened. And we’ll give you the exact results. I’ll create a case study of every single page. And then we can use this as a case study. And then I want to go through this, I want to see how this works. And then when we get done with that will tell you guys what the results were and all of that. And then maybe we can get Rob here to put together a special promo for you guys. And then maybe you guys can follow the same thing, but I’m going to do it with you. So if you’re open to that, I would be open for the challenge. And I’ll take it, I will document it every day. And then we’ll do another podcast and three months from now, it will create a real life case study on the journey of real estate marketing to just starting tick tock, because it’s not my platform. I’m no expert at it. And I’m figuring it out too. So I’ll follow your exact guidelines. And we’ll do it and then we’ll report our results right here. You don’t for that. That’s all down for a man. Absolutely. I launched the course last week, and one of my students who just completed the second chapter, his name’s Patrick, he produced his first piece of content on Monday, and I woke up because he’s in Canada, I woke up to a message on Tik Tok in the morning. He said, I can’t believe it. It’s at 5000 views, I never thought that I would get to the point on my first post. He actually did some posts back in February on his personal account that kind of set it you know, 100 views, 200 views. So he sent me a message saying it’s at 5000 views. 24 hours later, it’s at 140,000 views, and over 2000 likes, and he just simply applied all of that cook problem solution, that educational style format that we discussed on the podcast, like it. Very good, dude. Very well done. Alright, folks, thank you for listening to another episode of real estate marketing. Dude, folks, if you don’t want to do this content on your own, we can edit your scripts, your shorts for you, we do as many as you want per month, we actually shoot them all within an hour with you each and every month, and then you will distribute them. So I don’t want you to use this as an excuse for not getting involved in a short form content. We could do it all for you. And that’s another service that we do at real estate marketing dude. So if you need someone to help kick you in the ass and get you going and just handle the content creation part of it because the thought of turning on your video camera makes you like really jerky. Well, that’s what a real estate marketing dude is for. As long as you’re willing to commit I’m willing to take you on. But you have to commit otherwise, I don’t want to talk to you. So you can visit us at real estate marketing do.com Real Estate markets.com Thank you for listening to our show podcast. Keep the words up, spread this episode, connect with us on all our social channels and now my Tik Tok channel. So if you want to see what I’m doing, tick tock, go ahead and do it. I am starting there. I don’t know what I’m doing. But I’m just gonna create a lot of content I know to work. So that’s it. Appreciate you guys. We’ll 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 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 into your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.

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Holy Shift, Now What with Phil Duke Jr.

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Holy shift, what the hell is going on? A lot people are hurting right now in the industry, but this isn’t as bad as you think. Market shifts can be a blessing in disguise, especially if you are willing to adapt.

Phil Duke Jr started as a realtor but took a break during the 2008 market crash. In 2015, he jumped right back in and started his own company a few years later.

Three Things You’ll Learn in This Episode

How do we deal with the market shift?
How to stay ahead of the market.
Make sure you aren’t missing out on clients.

Resources

Transcript:

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Cuevas a 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 powered curse, holy shift, what the hell is going on? We got a lot to chat about today. And, you know, we’re seeing it. I mean, I’m seeing it in every aspect a lot. So, in the mortgage side, I know a lot of the mortgage brokers are hurting right now, things have gotten a lot slower. Not as bad as for real estate agents. But folks, this isn’t that bad. In general, if this is your first shift, well, welcome. Welcome to it, take notes and learn a lot because the shifts are sometimes a blessing in disguise. At least they are for the entrepreneurs and the business owners. Because if you’ve been through one of these before, it’s the ones who last and the ones who start doing things differently through a shift are the ones who actually start grabbing market share, building their brands, and those are the ones who actually benefit the most. So if you’re hiding beneath a rock right now, because you’re worried about expenses, well, you’re doing exactly what we want you to do. Keep sitting there, don’t come out of that rock, stay in that closet. And we’re gonna be very worried you might want to get out of the closet by this conversation. But I wanted to bring on a very well rounded guests that I coincidentally met last week over in the wonderful city of Kansas City. I’m still trying to lose the 10 pounds I gained from the barbecue a couple of days Jesus, but he’s pretty well rounded guys. He’s broker donor. His office is doing over 100 deals a month. He has a title company or mortgage company. I mean, and he’s could see everything he’s been here before he’s he understands the shift. And if you want to take notes on anything, you’re gonna take notes from this guy. So without further ado, let’s go ahead and introduce our guests. Mr. Phil. Duke. What’s up, dude?

Yeah, man, I’m excited about this. Certainly a hot topic in my arena. And hopefully we can share some nuggets that will help some folks through this time because there’s really nothing to be afraid about. So

yeah, I agree. Why don’t you tell everyone where you’re at? Who the hell are you? Give us a quick little brief rundown and I got all kinds of questions for you.

Yeah, so Phil do Jr. I’m in Northport, Alabama, most people don’t know where that is. But it’s west Central Alabama. Tuscaloosa, Alabama is on the other side of the river. From us here. That’s where the University of Alabama is. We’re pretty good football team for a couple years now. So we’re here in a relatively small market. And, you know, I was one of those people that got in the business. At at a time when the market was on fire back in Oh, six, everything was selling. And then oh, 708 happened. And unfortunately, I didn’t make it through that shift. And so I ended up joining the military and going back to school. And in 2015, I jumped back in the business as a part time agent and went from a part time agent to a top producing agent to a team leader to a broker owner to now having multiple location multiple states and a mortgage company and a title company. And so you know, a lot of things I learned along the way. And you know, I’ve been in one of these before, and I didn’t make it. So this is certainly something that I’m really looking forward to the challenge. And I know what I need to do this time because I didn’t do it the right way the first go around.

Yep. Well, I could guarantee you that your military experience discipline and all that has a lot to do with it today. Let’s start at the very beginning. Let’s tell everyone what you’re not going to do right now. Let’s start with that, like, what are you not going to do right now what I’m seeing is people are like, pulling back. They’re, they’re scared they’re in? They’re not doing anything. And that’s part of the problem. I mean,

yeah, I think I think one thing I’m definitely not doing is I’m not buying into the hype that we’re about to crash and everything’s gonna be over with. The reality of it is every single day, there’s buyers who are making offers on properties and the sellers are accepting them. And it’s going to be that way, no matter how good or how bad it ends up being. And so one thing that I learned, you know, along the way is that the markets always going to be good for somebody, it’s been really good for sellers the last couple of years, hasn’t really been very good for buyers. But it’s either going to be good for sellers or buyers or renters or investors. And so you know, more than ever, you’ve got to have a well rounded approach. Is it going to be bad for sellers? I mean, I don’t think so. If, if you’ve owned a property for more than two or three years, you’re probably sitting at 100 grand or more in equity in your property right now. And several years ago, we used to go out on a listing appointment and just hope that there was enough equity that they could pay us a commission to be able to sell that house. So if if unemployment does go up, and people start moving to areas where cost of living is down, and they need to sell, they’ve got equity in their houses right now that they didn’t have in oh eight and oh nine and 2010. You know, the same buyers that have been complaining about lack of inventory and bidding wars, they’re now able to get in houses, yeah, at a higher interest rate. But there’s not as much competition out there right now. And then, for us, you know, really gearing up going back into buying rental properties. You know, we really haven’t tried going after investors, because it’s been tough for investors out there, I think, we’re going to have a lot of a lot of accidental investors that may be paid top of market value and bidding wars, and they’re going to find themselves transferring to a new city to a new job. And even if they don’t want to be a landlord, they’re gonna need somebody to manage that rental property. So we’re even gearing up to kind of shift that direction too. So. So we’re going to pivot, and it’s going to be good for somebody, and we’re just going to adapt. And we’re also going to mark it more as a big thing we’ve been talking with our agents about, if there’s going to be less sales done it make more sense to mark it harder to get a piece of those lesser amount of sales. So you know, those who market and have a clear message and who have a pipeline full of leads and appointments and people to follow up on are gonna win might be more time in the office, you know, prospecting and following up and less time after their own appointments. But if that’s what we got to do this, what we got to do

crazy that like, a lot of this is a it’s a lot of it’s like, just shift in mindset. But I’ve never realized why all the buyers like to buy when everyone’s buying because that’s usually the worst time to buy in hindsight. But then, and that’s just a quick, easy shift, you know, that folks can have and you have to know how to, let’s unpack a couple of the things he just mentioned. And these are a couple of really, I think, really good tip just to sort of unpack that because everyone’s going to ask the same questions. And they’re at getting asked this, Phil, hey, well, I’m just gonna hold off a little bit because, like, holy shit, did you see the fucking news? Like, wouldn’t you hold off right now? You know, you can easily reverse the way you answer that question be like, Well, that’s exactly why some of the smartest people are actually buying right now. Like, it’s weird that everyone wants to buy when everyone else is buying, but when no one buying when no one’s buying, that’s actually the time you do want to buy because there’s gonna be a lot of motivated sellers. So I’m not saying you buy anything, but I’m saying you do buy the right deal. That’s a different pitch. People are like, what, huh?

Yeah, or, you know, the thing that I would return to that person with is, how do you how do you determine if something is a good deal? Or not? You know, is it a good deal? Because it’s been sent on the market for 60 days, and nobody’s written an offer? Is it a good deal? Because 10 People wrote an offer within 24 hours? I mean, how do you determine what’s really a good deal, and I would also encourage anybody who’s in that buying window, whether they’re an investor or just, you know, buying something personally, don’t you wish you would have bought five years ago with those prices? And I bet we’re gonna be saying the same thing five years from today is when the economy is going to continue cranking out, I mean, you know, billions and billions of dollars of stimulus, just, you know, going through through through the house right now, it’s gonna be more and more inflation prices are going to continue to go up on everything. So I’d rather get in on it now at today’s prices with less competition, then a year from now, two years from now, five years from now. And then understanding also what to do with that money you’ve got, whether that’s, you know, doing a cash out refi to purchase a second property and leverage that property to build wealth. I mean, there’s just all kinds of opportunities out there in the market right now, if you know how to play the game.

He also said a couple other things, guys, if you got that. Property Management, yeah, there’s gonna be some annex accidental downloads and where you’re out in the country is going to be a little bit different. In our market, there’s been a lot of accidental landlords, if you bought in the last two years, you’re already down 20% 13%. But that’s normal for a very overinflated market. Much of rich people problems out here, right, Crimea River, everybody. But I want you to hear what he said is that, like, it’s true, like, you gotta adapt your services. He’s talking about getting a property management company, because if he doesn’t do that, what’s going to happen is he has a chance to lose touch with the seller of that property with an agent who does and then who’s going to get the listing when the time does come, right. So you got to start fishing upstream for that. Back in the crash short sales was our thing. properties don’t stop getting transferred. However, the way people transfer them is what changes and if you don’t defer enchant your message right now you can miss out on that. Another thing that we have to unpack them all for this market more. I’ve seen people that’s used to spend a lot of money on lead generation like teams like some of these big teams, you see these teams that are just crushing it. Well, I’m like, Dude, you’re spending 100 grand a month you better fucking be crushing it on leads on buying leads and opt ins like if you’re not fucking crushing it, you spend 100 grand a month like dude, you should be crushing it, you know, I mean, and I’m like, what? I don’t get it. But I’ve also seen those very teams win the shift. happens because the ROI is change on those numbers, folks, you cannot calculate when there’s a market shift like this, the one thing you can’t calculate is what your lead generation was doing the month prior. And therefore, because those numbers are going to change, just a little blip in consumer sentiment will fuck that up. And you could be a month or two away from losing hundreds of 1000s of dollars. But you said market more. And you’re right, I think you if anything in a shift, I do pull back on lead generation stuff, because I don’t know what that market or those numbers are doing yet. I can’t accurately take an ROI. But the one ROI that is always going to prove to be true is the one that comes from your past clients, friends, family and aunts and uncles. Market more market more get louder when everyone retreats. Talk to me a little bit more about that.

Yeah, I mean, so that’s a big thing that we’ve been talking with our agents, you know, our our business model within our brokerage is we don’t spend money on leads for our agents. But what we do do is we help them put together a marketing strategy, and they’ve got to do the work. So this is what it looks like in our company. Tuesday mornings, every other Tuesday morning, we do a 6am. Okay, I didn’t say that wrong 6am Video Chat, where we’re walking them through what content to create, how to post it as a Facebook ad how to retarget the same people over and over and over. And you know, it only the truly committed show up for that. I mean, it takes a little bit of extra effort for a real estate professional to get up that early in the morning, hop on a video chat. And we just do it for 30 minutes. But they’re out there on a weekly basis, creating video content. And we’re specifically targeting people in the local area where they work and to their sphere of influence. A lot of people don’t know this, but you can take your phone, your contacts list in your phone, you can download that into a spreadsheet, and you can upload that spreadsheet into Facebook Ads Manager, and you can target to people who are already in your phone as contacts. So think about your your sphere of influence whether you got 300 people, 500 people, 1000 people in your phone. And every time they log into Facebook, only those people are seeing your video content over and over and over. And we’re not we’re not preaching doom and gloom, we’re not preaching, you know, date the right marry the house. Yeah, I mean, we’re, we’re just going to keep plugging forward, it’s going to keep being good for somebody. And we’re just going to keep that message out there. So, so I think these are things again, you know, it’s been, I hate to ever say it’s a good thing when the market goes down a little bit. But I have seen a greater separation, even within my group of agents between the ones that really want to make it through this. And the ones who are just going to continue, you know, struggling a little bit, it’s really the committed people, I’ve started rising to the top. And a lot of them their business is better right now than it was six months ago. You know, because they’ve just stayed committed to it. So I think those are just a couple of ways that we’re working on doing it. You know, video CMAs still our number one way of generating listing appointments, we just created a really simple video with little screenshare video, where we like pull up the tax records. And hey, Mike, Phil here with first class real estate, looks like you bought your house for 150 back in 2018. And, and I just want to show you the last three houses that sold in your neighborhood. And here’s one for 240. And here’s one for 250. And here’s one for 260. And then you’re probably not looking to sell right now, but just wanted you to know that, you know, if you were to need to sell right now, even with the way the market is, and it’s not that well, not as bad here as it is in other areas, your house will be worth somewhere between 240 and 260. So again, like we’re not waiting on them to click a home evaluation landing page to ask for that report. We’re just sending it to them whether they wanted it or not. And we put that into a YouTube, I can unlisted video on YouTube, we, we text that out to the husband or wife whoever’s, you know, living in that house. And there we go every six months, you know, we’re touching people in our sphere of influence, just by letting them know what their house is worth. And in a down economy, you know, there’s probably people right now that pay too much for a car as well. I have a lot of friends that pay too much for a camper. They’ve never camped before in their life, but they bought a $40,000 camper they’ve used three times, they’re gonna need to pay some of that debt off. So they might not have planned on selling, but they’ve got 100 grand and equity in their house right now they can still sell that house and they can pay off that camper. So people are going to continue needing you know, real estate and I think it’s just always gonna win for somebody. We just got to continue trying to find those people who who are seriously needing to buy or sell something and they’ll always be there.

So I just want you to help sell my stuff a little bit here. So why video though? Like why why video doesn’t work? I thought.

Yeah, I mean video is the game changer. You know? You can only be I mean even if you were going to come in on, you know today, today’s a Monday, if you were to come in on Monday Ain’t crank crank out, you know, cold calls for eight hours, there’s only so many people you can talk to in an eight hour period. And, and less and less people are even answering the phones anymore. I mean all these robo calls and spam and all that kind of stuff, but you record one video a week, and you put that in a $5 a day ad on Facebook, and you’ve got video playing for you constantly. You too, you know, the kind of an area where I’m spending more of my time on people looking to relocate to your area, want to know what it’s like to live there. And Zillow can’t tell them the best place to walk their dog, or the best park or the best. I’m doing a video this week, the top five boat ramps in Tuscaloosa, people who who have boats they’re looking there, we have a lot of lakes and rivers around here. Outdoor recreation is a big thing here. This is located tell him that but we can in video? And does it take some time to plan it out? script it out? Edit it? Yes, it does. But that video can be creating leads for you and can be in front of people 24/7 365 So I really can’t think of a more valuable tool than that. Yeah, you can do it with a Facebook ad. And it’s okay to have your picture on there and, and have a you know, picture of your business card or whatever. But video just connects on so much of a deeper level. And that’s what people want to see. When I’m when I’m looking up how to do something. I’m on YouTube and YouTube as my number one go to. So, you know, we need to take those same same approaches to what we do in the real estate world.

Agreed. And we’ll take a 15 second commercial break here. You know, you could get your video scripted, edited and distributed at real estate marketing do.com We will help you tell you what to say. We’ll be in the room with you. And then we even help you distribute it whether you want to run ads put into your YouTube channel, whatever it is, it is you don’t need more leads. You need more dudes back to our regular message. I love he said this is so funny. Like please never say date the right marry the house guys like I’m gonna shoot someone if they say that again. Like I can’t stand that I hate it. I hate it data rate, marry the house dude, shoot the messenger. Don’t copy that, like, stop. I hate it. I was so annoying. So when I saw that stuff, most people even what that meant, like consumers, by the way, only, like the real estate industry knew what they meant a lot of people didn’t understand that. But that thing went viral. And that’s so funny. So that folks, great videos, it’s more impactful. So most impactful way to communicate. 90% of communication is done through tonality and body language, which can only be done through video. That’s why people don’t get you out of your head. And if you farm them with video content, they’ll start associating your name with whatever your name is associated with that simple farm with friends and family and Facebook friends. What talk to me about the mortgage side? And what’s going on there. Because we all learn a lot there’s that I listen to the shows Well, and what should they be doing right now? What do you what do you guys do it?

Well, to be honest with you, I mean, it’s this very similar. I mean, that’s a great thing about being in the industry I’m in is the same things we’re doing our real estate company, is exactly what we’re doing for our mortgage business as well. You know, mortgage professionals have been able to get away with just showing up at sales meetings dropping off though nuts. Commenting on Facebook, you know, how awesome that new vehicle was that she bought, or how pretty the view is at the beach. And when you’re on vacation, and, and, you know, mortgage applications are down. And so you know, what we’re doing with our mortgage business very similar. On the real estate side of things is we are creating video funnels, and we’re generating our own buyers, and not just depending on real estate agents to provide us with ready, willing and able able buyer applicants. So has it slowed down? Yes, it has, you know, but again, you know, we can just sit around and wait and hope that it changes and, and keep waiting on referrals to come in from agents or we can go out there and hunt our own business down. And when we get that business, we get a good approval that comes through and we got an applicant that’s ready to go. Well, now we can figure out which agent we want to send that person to. And we can kind of pick and choose which which agents we want to work with. And we like working with agents that are doing the same kind of stuff we are. I think our agents like working with mortgage lenders who are also out there generating their own leads as well. Not just waiting on a handout from one of the agents. I mean,

the mortgage empires where they just take take take take take like hey, got leads for me. Hey, by the way, I got tickets for a Cubs game tonight because you want to roll. Yeah.

Yeah, that’s honestly I mean, to be honest, that’s the main reason why I wanted to get in the mortgage business because I was like, as real estate professionals, we’re the ones doing all the hard work now. Now that I’m in it, you know, there is more that goes on behind the scenes, obviously. But if you can generate the leads, you can figure out the processing and the underwriting and the closing and the font all that kind of stuff.

same marketing plan as a real estate agent.

Yeah, it’s exactly the same. You know, you know, it’s exactly the same marketing, you can literally do the same message, you know, our marketing that has anything to do with REITs that have anything to do with what’s going on the economy, you know, you know, we put out a view magnet video, you know, top five reasons to live in whatever town we want to do. And then just a couple tips that are going to help them throughout their mortgage process. And then you know, you know, hey, click here to see which loan programs you might qualify for. Really, really simple. It’s just mind blowing to me that, that, that so many in the mortgage business are just waiting on agents to just send them a referral, and not going out and generate their own business, you know, they got hundreds of applicants that have applied, but they’re not taking time to go through that database and see, you know, who might be ready right now, who who did end up by retargeting that database. And so those are the kind of things that I think, are going to have to become a normal part of any mortgage lenders arsenal. And we’re lucky here that we know how to do it on the on the real estate side of things. So we’re just doing the exact same thing with our lending team.

And your market to my guess is that, and I’m not saying anything about the South. Right. Not, I’m not saying anything about the South, but I think you’re pretty technologically advanced for the South. Yeah,

I would agree. Yeah. It’s, uh, you know, we have, we have people in our area that, that that requests for us to come by and show them how to do things, just just setting up their CRM, just basic stuff like that, that you would think is just normal, everyday, people would just know how to do it if they’re in the mortgage business or in the real estate business. But yeah, we’re taking you know, everybody else, you know, people around town, there’s still spending 2500 hours a month per billboard,

you’re spending five bucks a day on ads to get the same results.

Yeah, we’re spending $140 in a month, getting the same results is what’s taking them five grand a month with two billboards that they can’t even track and verify where those leads came from. So it is just kind of mind blowing to me. So I would just say, you know, to anybody that’s listening to this watching watching this, you know, those who learn how to market, particularly digitally market video marketing, you’re gonna win in this market that everybody else is gonna get left behind, it’s going to be extremely expensive for them to continue marketing the way they are. And so if you will commit to learn in this digital marketing, this video marketing way of doing business, number one, you’re gonna save money right away, but you’re also gonna get probably a better result than those who are spending far more, and they’re not gonna be able to spend that much and what happens when the billboards go away? Will they remember you six months from now? If you’re not on a billboard anymore? I don’t know. I don’t think so. I think we forget them. Now, videos playing every week. You know, one one video a week can change the game for you doesn’t have to be, you know, if you can do one video a day, that’d be great. That’d be something to work toward. But if you’re kind of new at this, you’re kind of looking for something to do. one video a week in a Facebook campaign can really be a game changer for you.

It’s just a popularity contest. You guys like let’s not overthink it to video. How do you do this blah, blah, don’t don’t worry about the logistics, the popularity contest, someone who does more content more video than someone who doesn’t is just got a lot more attention than they do. And then a certain percentage of the people who give that person their attention, need your services, it’s this is all this is. But you have to remain top of mind. We’re really talking about his brand. The end of the day, your brand is only as large as the number of people that recall it are associated with your line of work, right? So consistently communicate through video, that’s all that’s just one thing. But regardless of whether you’re going to learn to run Facebook ads, or do a video, whatever it is, you got to do something because everyone’s holding back. This is the bet the time the domain. At least for me, I need to get your opinion on this. But the main thing is when you get a market like this and everyone everyone pulls back, so then you just have that much more attention. And you I could tell you straight up, there’s a lot of people pulling back. And that means is a lot less people running ads. That means there’s a lot less people doing videos, that means there’s a lot less people making noise. And when you you won’t see it, maybe instantly, but it’ll come back to you within the next six months. And I think that’s a lot of the risk. Think back at COVID. You remember the people and COVID one of the guys that I was on stage with us, I believe he started in COVID. Right? That’s when he started as tiktoks and all that because he didn’t know what else to do. Now he could have he could have sat there and did nothing but he took time because he knows how to start shooting videos and now he’s got like a million followers or some shit now on Tik Tok and he’s crushing it. Yeah, you got to show up man.

Yeah, it does not do you any good to sit there and do nothing. I mean, do something, you know. And right now, it’s pretty clear to almost everybody out there in the real estate industry right now that video Oh, is where it’s at. So we’ve all got these wonderful cameras in our pockets. You know, I mean, this is, you know, nothing fancy, just iPhone 13. But the camera on this thing is far superior than anything we had five years ago. So just you know, with a, with a selfie stick, and, you know, either a shotgun mic or a wireless clip on mic, you can make really, really good videos that people will be entertained by. And you can become the local real estate celebrity, the local mayor of your town. And if you do that, you’re gonna win. And it’s pretty simple formula. But it does take some planning, it does take some commitment. And ultimately, you know, that is, that’s really the big thing that’s going to decide who makes it and who doesn’t in this market, the truly committed are going to adapt, they’re going to figure out a way to do it, they’re going to do the things they know they already need to be doing. And they’re just going to be committed to do it. And they’re going to come out on the other side of this thing, really, really in a good position. And then when the market does shift, they’ll have all these huge follower base that already knows likes them and trust them because they built up this video viewer audience, and then life is going to be even better for them at that point, I believe.

Yep. Always in the audience. You hit it right on the dot. Love it, man, you got any final end or closing thoughts that you want to give to everybody.

And I would just say you know it, the markets always gonna be good for somebody, it’s either gonna be good for buyer’s or seller’s or renters or investors. So real estate is going to continue to change hands. You know, if somebody’s property went up 100 grand in value in the last two years, and even if it went down by $20,000, they’re still sitting at $80,000 equity. So you know, don’t buy into the the sky is falling, you know, date the rate, marry the house, I mean, let’s speak about what people actually care about. And if you do those kinds of things, and you focus on those things, you’re gonna win and let everybody else you know, you know, complain about you know, the economy and inflation and interest rates and all these kind of things. Just keep your head down, keep doing what you need to do. I’m betting if you’re listening to this watching this, you probably already have a good idea of what you need to be doing what you’ve been needing to do, but maybe you hadn’t didn’t need to do it during the market the way that it was the last two or three years. Just do the things you already know you need to do if you do those things, you’re probably going to be very successful.

Yep, love it man. Just don’t freeze whatever you do. Just freeze remember the closet agent is still the closet agent at the end of the day. So thank you guys for listening other absolute real estate marketing dude folks script that distribute your videos if you’re really struggling with this, not only we do it less expensive in your market but we’ll do a bigger better and better than anyone you probably hire locally because all I do I speak eat bleed video consecration for you. So reach us on our website, real estate marketing do.com and connect with us on our channels. Again, thank you for listening. Thank you for downloading. We appreciate each and every one of you. And we’ll see you guys on next week’s podcast 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 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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Back to the Basics with Andres Bustamante

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I think we need to go back to the basics and I got a really cool story. Last week I was at an event in Kansas City and met a lot of cool people, including my new friend, Andres Bustamante, who is killing it. He’s got a killer story about how he started real estate in college and over game a lot of adversity, and now he is a realtor for a professional soccer player. Check out his website and his Tik Tok and Instagram accounts; andresbustatx.

Three Things You’ll Learn in This Episode

How at 19, Andres helped college students as a leasing realtor.
Why new agents should join a team.
How to take ownership.

Resources

Transcript:

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, what we’re gonna be chatting about today are I think we need to go back to the basics. And I got a really cool story. I was in Kansas City. Last week doing an event, met a bunch of cool people were things I like about doing these events. And one of them, this guy, this kid, guy, kid, whatever you want to call him. He’s a young realtor. But he’s a killer reminds me a lot of myself. When I started not only are we both Hispanic male. But we hustlers you know, and we both started real estate at a very, very early age. And when you start real estate, just like right out of college, and none of your friends are people, you know, I’ve actually owned or bought a product before, it can be intimidating. I know how I overcame it, he’s got a really killer story, and how he overcame it. But what we’re gonna do is share his story because today, he’s 26 years old, and he is the realtor of a professional soccer team in his market, and he’s crushing it at 26 years old. And this is a relationship based business you guys regardless of what the hell you say, if people like you, they will use you. That’s what it comes down to. But to be like you have to be trusted. So without further ado, we’re gonna go ahead and introduce our guests. He’s going to share his story exactly how he landed this account, where he started the trials, the journeys, and all of the above. And a lot of you guys are going to relate to this. So take notes and pay attention. Without further ado, let’s go ahead and introduce our guests. Mr. Andres Bosa monk dead and I say, Hey, you

got it, Mike. Thank you, brother.

Why don’t you tell everybody? Who the hell are you? Where are you from? And I got a whole kinds of questions for you.

Perfect. I’m from El Paso, Texas. And really, the real estate side started when I was 19. I just got into the University of Texas at Austin, go Longhorns. And I needed to find a way to pay for college because I didn’t want my parents to pay for college. And I really want it to be like independent from any of that having to rely on someone. I wasn’t going to do an eight to five though I did not like having a boss. Sure. So what better way to make my own schedule and make as much money as possible. Then real estate. I got my license at 19. I started doing leasing, which is when I would find apartments for students. There were a ton of students, I was a part of a lot of groups, I’d find apartments and those apartments would pay me because I brought people over. That’s how I got my foot in the door on the real estate side. My mindset was really look, I’m just going to do leasing. I’m not like worthy of being able to make a sale or any of that sort. Why would people trust a 19 year old? That’s in college? Yeah. Then when I was 21, I had two years of experience under my belt, I got a call from someone that’s like, Hey, I’m this and they’ll let me know that you can help with real estate. And he tells me right away my budgets 1 million to 3 million I said holy shit in my head right away. What started in my head was like, this is not going to happen. I’m not going to be able to close. I’ll just throw it to someone else. I just told them Yeah, I know exactly what to find. And I hung up and I was like I got nervous I was what the hell am I going to do? The thing with that limited mindset and I partnered with one of the best agents that have just giving it to him I said I’m going to learn as much as possible. And you’re going to take care of like handling the transaction with the other realtors Isn’t that all take care of the relationship building. Long story short, we sold a $1.1 million condo and then after that you think okay, I’m this No, no knows a lot about real estate and this and that. But in my head, I would get more clients from referrals from him. But my subconscious mind said no, I can’t do this. You just got a one shot at this and you got it and that’s that. So I didn’t really make any other sales. I kept doing leasing. You know, that was my whole college. I was able to pay for college through leasing. But I only did that one sale, even though I had a ton of opportunities. It was a mindset that really got to me at that time.

So good. I agree. I had similar situation. First of all, congratulations for putting yourself through college. That’s impressive. This is this is this is what the Mexican population breeds right here. Okay, guys, we work hard, right? And this is very simple, right? That that same philosophy is instilled in me as a kid. And if you work hard, it’s going to happen. I don’t know when I don’t know how long it’s gonna take. I don’t know the trials are gonna go through. But if you keep your head down and you keep going forward, it’s going to fucking happen. Okay, so let’s go through Whoo, that’s 19 years old love it. Most people, if you’re listening to this, you’re on the treadmill and you’re young, like, do I think I should get into real estate? Should I not get into real estate? What should I do? Or this is equivalent to you could be 35 years old and go into your first listing presentation, you’re gonna have the damn same for the same reservations as we both had, we first did it. Andres just tells you didn’t have the confidence to go out there. And it’s true. If you don’t sell houses, like, you’re gonna get a million dollar house. You’re like, bro, I don’t know what the hell I’m doing. But those people are calling you because they like you. You have a relationship with them. And you learn like I did not go to my first listing presentation because I was scared shitless I went to my first listing presentation. Yes, I didn’t sleep the night before. But I went in there and I didn’t get it. But I got the next one because I wasn’t scared to go ahead and put my head down and just see what happens. And this entire business is mindset. I agree. It’s can this has a lot of ups and downs like peaks and valleys of real estate’s very easy to get burnt out, isn’t it?

Oh, yeah, my gosh, I remember just all the leasing, leasing is the best way to get your foot in the door, because it’s lower stress. And a lot of people don’t take that into account. They want to go all by right away by right away. That leasing is probably the best way because it’s less stress. You have conversations with property managers, you get to see contracts, the Apartment Association contracts, and then these people eventually will become buyers. Most of them are they know people, like the person I helped lease. She leased a $900 a month apartment. She knew someone that was going to buy a million to a $3 million. Condo, yes, huge referral, and it’s a warm lead. It’s not a cold where you’re cold calling, right? Yeah, that’s the beauty of real estate.

Here’s the beauty what he just said, folks, there’s so many times that I’ll give you a really good story. You are always focused on the relationship. So many agents will go out there and be like, Hey, dude, well, you know, a $900 rental what I’m going to make $450. And I’m going to split half of that with my brokerage, I would pay $250, I would pay $250 for the relationship because everyone lives somewhere in 10 to 15% of the population will move this year, but what 100% of them have a referral for you. And when you’re playing the long game in this business, it’s not about spiking the football, when you get paid the commission check you spike the football when you get your first referral or source of business from the one person you sold seven years ago. That’s the long game in this business.

And a lot of a lot of people, it’s pretty interesting. A lot of people see it just transaction wise. Yeah, what does that person bring you and there’s a big dollar amount to what that relationship will bring. It’s a big misconception or like you were saying, Oh, it’s just a $500 check and this and that. What does it bring you in the long run because those relationships are so crucial to nurture on that it can be a hundredfold exponential, to what it will bring.

So there is a back in the short sale days, I had a similar situation, very similar to this. And we used to do a ton of short sales like 3025 35 a month. So we were the number one team not only in Chicago, but in the country. And so we’d get a lot of referrals right and I get a referral from a good friend of mine. That was his old roommate. And this referral ended up being a $15,000 short sale on the south side of Chicago. Have you guys watched the fucking news lately? All right, it hasn’t changed. Okay. Southside Chicago, this is the hood. $18,000 Short Sale. Okay. Mind you a short sale take 90 120 days i We negotiated over $200,000 a debt. It was a tough deal to get done. But we still got it done. We lost money doing the deal. Okay, we made at the end of the day, you had a short sale negotiator to pay. And what do you what do you think 6% 3% on $15,000? How much is that it’s probably like $900 is our commission check half went to our agent. The other half went to the brokerage I think we walked away with a net of 150 bucks. So we lost money on the deal. But why we took it on was because I don’t believe I believe it’s our job to serve others first and foremost. And sometimes you won’t make as much money off of a transaction. But this has happened several times over the course of my career. Three days after the closing, the same seller calls us he failed to tell me that he owned three other properties throughout the time, because he just wanted to get this one off his hair. And right when we close two days, he’s like, Hey, Mike, I want to tell you about this. But yeah, I got a $400,000 condo and Bucktown I got a $2,000 condo up there. And then I got another $300,000 condo up here. Not only did we list those, and none of them were shorts, so they’re easy deals. It’s just a regular transaction. Once you do a ton of short sales, you do regular transaction, you’re like this fucking piece of cake. And so what ended up happening was and then not only that, not only to give us those listings, but he became my number one referral source for the next 12 months and he won our award that year. You guys you don’t behind every sale there’s another transaction and the people that you help in the times that no one else will help them are remembered for the long haul. And that person becomes part of your sales force just like it happened in the story. I just told you just like it just happened and Andres story if You serve people, right? They will return to you. And it’s no differently if you go to a good restaurant or you go back. Yeah, of course not a service. Yeah, if you if you go to a restaurant and then you find a hair and your food, you go back. So agents could fucking put hair on your food and your services and quit being shady. serve everyone the same way quit discriminating over purchase price. I can’t stand that’s the biggest. I hate that when an agent says that. Another one. I’m not showing that house. They’re only offering two and a half percent. I want three. Oh, I actually, if you do that, like stop doing that.

I never look at what anyone offers. Here. Yeah, I’m just like, I’ll just whatever. Yeah, you know. And then it’s how you make people feel. I know you talked about that. It’s so important. How do you make someone feel you know what you do for them? Okay, obviously, that’s important. How do you make them feel?

That’s all they remember. At the end of the day? Yeah. Yeah. I love it. Alright, so you started off in leasing. I like that you probably learned a lot of the landscape, the streets, the back rallies. And, you know, remember, we were selling real estate guys, we’re not selling the freaking houses that we saw the community those houses resided, okay, if you don’t know the community, you’re not going to be good at your job. You don’t need to know the process of real estate that’ll come to you. But you do need to be an expert in your community first, and as long as you can position yourself that way. Everyone will think you’re an expert.

what happened? Let’s get out. You get out of college. And you’re like, What do you major in

international business? I don’t use that at all. My minor. Yeah. I don’t use any of what I majored in. And to tell you the truth, I didn’t really learn much from it.

When I went to college, I learned how to like, do my laundry interact with people of different races and all this stuff, socialize, and I learned how to generate relationships, which is the best skill I ever learned. What I didn’t use was the Boolean class. The wine class, I took a class on frickin geography and weather. I’m like, Dude, you think?

I always thought that was hilarious. Yeah. And I actually talked to my dad yesterday about it. And it’s crazy how we’re both from Mexican backgrounds. But one thing that is very relevant is money is bad. That I was ingrained with that. Now, obviously, I don’t think that but I remember every time Oh, that guy’s rich and Spanish. Bad that. No, that’s not good. The second one, I talked to my dad about this yesterday. And he was like, You should go back to college. And I think college really helped you? Yes. It helped me rebuild relationships become more street smart. But it was like, I told him I didn’t really need College, though, outside of that, and he was like you did trust me. So it’s funny how. It’s way. It’s still different, you know?

Yeah, comes back tenfold. But you didn’t plan on going into real estate, right?

No, I did. And I just needed to find a means to pay for college. And then not having a boss and on my own time,

and when you graduated, what happened? And then how did you transition into and you’re like, dude, I’m gonna do this like full time. This is dope.

I graduated with a lot of uncertainty. I had a full time offer for JLL. And that was my dream quote, unquote, job.

What’s jaoa dol is

Jones Lang LaSalle. It’s one of the biggest commercial real estate apart from CBRE commercial real estate firms. And I had interned with them. Ever since I was a junior. I was like, this is the job I want. But I started reading about mindset books. I read The Power of Now the Miracle Morning, started looking to bigger pockets. And when I graduated college JLL was like we want you to work for us eight to five financial analyst in Houston. Apart from the shitty weather in Houston, I was like, I don’t want to do the eight to five. And I told my parents I’m not going to accept the offer. They were like, are you crazy? You’ve been working two years for this. Me dual stay and

sent you to college. You’re the first.

Yeah, I was like, Oh, shit. So legit. That’s what they told me. And I had a lot of uncertainty. All of my friends were doing eight to five. Nobody else was doing real estate. So I think I read The Power of Now in one day. I was like, Screw it. Fuck what everyone else is doing. Like I don’t want to do that. I’m going to stick to real estate. I stayed with the leasing company. I moved to Austin. I only made one sale. It’s like okay, maybe I keep doing leasing, leasing, after college. If you already have experience, it can get pretty stressful. So I did four months of that. Then I said I need to find a mentor. I need to join another team and stick to sales. Because I hadn’t made any other sale from the time I had graduated. That’s seven months. Listen to a bigger pockets episode do of course it was on that episode. And he said if anyone’s in Austin, hit me up, immediately send them a message. And he said Hey, call me back next week because you got to level those calls out. That’s how you’d bet people call them back the next week we meet up a month later I joined his team and then that’s when it started picking up first month I made a sale, that it took six months to make another sale. But then I started making sales, maybe two that year, like two per month or three per month, as a first year full time. It will take a while man took a while. Yeah,

this is it’s, you know, like there’s a reason why 87% agent’s failed or five years, it’s most of them come into it thinking it’s a sales job, but it’s not. If you’re an entrepreneur, and you’re building a business, even though you might be at a brokerage or part of a team. Ultimately, you’re still an entrepreneur and no one. Like regardless if you join a brokerage or join a team, the worst thing you could do for any of them is make them money. And it’s also the best thing you can do for him. There’s really no lie extra liability to have you on a team because you’re 100% Commission, right? So yeah, you gotta sweat, you got to put in the work. I it took me two and a half years to make real estate marketing to profitable. Right, and we’re on your three, this is a fucking grind goes. Like this is any business as a grind, right?

Oh, yeah. And it was Dude, it was probably relate with that. You’re like, oh, shit, so much uncertainty. But I did have my own time. And I didn’t have a boss. And I knew I knew. And I know I’m going to be very successful. Because I’m putting myself in that alignment. Even though it takes time. I was just like certain of it. And I would do my miracle morning routine. And I was like, Dude, I’m going to be successful. One thing a lot of people have to realize as well about real estate is that our job is threefold. We’re storytellers, which is so crucial. Problem solvers. And we’re educators. Those are the three things I tell any new agent, it’s like, Dude, you have to be great, or start learning how to become great at those things.

Yep. Yeah, the the expertise in running comps and all that no one cares. Like you do that after you get hired, but you don’t get hired unless you have those first three first 100%, you know, and people expect you to be good at that being really good at running comps, or knowing your market doesn’t earn you the deal. The relationship does every time. So I’m here to do tell me. You landed Oh, real quick. Where was that business coming from?

My my business was sphere of influence. The first ones 100%. Yeah. From UT Austin from people that knew me and trusted me. The real business I started get was when I bought bought a home myself and told my story, because I had, I knew I was going to target I knew what my target audience was was house hackers, people that just graduated, that think you have to put 20% down meaning that they’re not educated, that are thinking that they’re going to rent for a long run, people that aren’t educated and with those things, that’s my target audience. And how, what is the best way to get out your target audience and help them by doing it yourself? So I bought a house, I lived in it for free. I had a lot of uncertainty. Can I buy a house? Can I afford it? Are there ways to do this? I just graduated college What the hell’s where am I going to find the money? So I put that story out there. And a long post on Instagram shared my story made it as relatable as possible to the audience. Facts tell story sell. And I didn’t know what to say, Oh, I close know what’s the story behind it told that story. And then that’s when I felt a big pickup. People are like holy shit on this. You did this. I’m not the same position, I can do it. That’s when it really started to pick up. It’s great

to businesses right in front of you guys. And it’s not even that you are relatable. Like your IG friends are just like you, your Facebook friends, they’re just like you and you attract like people. So in 10 years from now, whatever story you’re telling, I guarantee they’re going to be people around your age. People always ask me this question, Mike, I want to sell luxury listings. Well go start hanging out with a bunch of people that own a bunch of expensive s houses. That’s how you start. You have to put yourself in that room. I don’t meet on dress. He’s 26 years old. He’s flying around the country doing events and speaking and stuff. Because he put himself in that room. I don’t meet Andres last week, if he doesn’t put himself in that room. How did Andres get in that room? I believe you join a mastermind you probably invested into that mastermind. You put yourself around other people and you made these relationships. The truth is that most of you guys don’t have the balls to spend money and invest in yourself. That’s it. That’s the sad reality of this you guys. And if you’re not going to believe in yourself, I can promise you that no one else is going to believe in you either.

I can agree on 100% with that.

So we start rolling. You landed a big contract. Let’s get into that. Or big deal. Like you’re like the agent for the soccer team and whatnot. So walk us through the process. Awesome.

The process started when I was in college through doing leasing and meeting the Spanish dude that was friends with my roommate. He started following me on Instagram after he came over for like a week and we’re just hanging out partying, this and that college stuff. Sure. He followed me on Instagram and I post a lot of real estate stuff on Instagram. So All, whenever he thought about real estate I was top of mind even though he was in Spain, which is pretty insane like what the hell a dude from Spain. And one of his really good friends is was a coach for the Qatar national team soccer. That guy was moving to Austin, who was the first person he thought about with real estate me. So it was like undress. This coach from Qatar is moving to Austin to help with a new team. They had just they have just started two years ago, actually 2020. And I want you to help them just get to know the city, I did a great job of telling him about the whole city showing him around, I took a whole day off to show him around. That’s the beauty about being in real estate, you can take those days off, not really take a day off, but you have the luxury to do that. Show them around the whole city, I met the whole family, help them sign on a lease for an apartment was a lease for an apartment. So I knew all about the leasing lingo. And then from there just picked up he introduced me to the other coaches, then some of the players. And that’s how I started helping Austin FC with plenty of there. I think there’s one or two other agents, but they send me a lot of the business to me. I like it.

But look where that seed planted like, let’s just go back, because people want to get that that. Like, you tell someone Hey, I’m the agent of a professional team. Everyone wants that account. But not everyone’s willing to it didn’t you didn’t get it overnight. It wasn’t an accident. You got that? As a matter of fact, what most people would have probably have done is that the second that Coach told you he was leasing an apartment versus buying they probably would have stopped calling him back.

Yeah, that’s true. Actually. It took it took like, four or five days of touring. Sure, six to seven apartments per day. Oh, yeah, I remember that. So grind. When we found the apartment, the the wife actually started crying because she was so happy. That’s how crazy was it? I like it. Folks,

this isn’t theory we’re talking about when you start cementing your relationships, whether they’re renting, and they’re buying, it’s mathematical, because every three to five years in a city living or six to nine and suburban. They’re gonna move. And then what Andreas has said he’s done a great job reminding people on his social account of what he does, he’s probably not doing in a shady salesman, like type way, just probably storytelling on Instagram. And because of that he was top of mind when someone needed a referral. So people always ask, like, hey, how do you attract all this business? Well, I stay present. All right. And if you’re not present, or you’re out of sight, you’re what you’re out of mind. Right? So half of marketing and half of business is just even from the relationship actually, I would say it’s 90% of it. Yes. Staying active, nurturing the relationships infiltrating more creating more, because they all live somewhere? For sure, you know, it’s not like they’re gonna Where do you live in a box? Like who says they live in boxes? Or they’re a bomb? Right? Yeah, you can’t sell them a house. But you will eventually the average person buys three to five houses over the course of their lifetime.

And sometimes they don’t use the same realtor. Most of the times actually.

20 83% of people say they will use the same agent, but only 19 or 29% actually do. Yeah. And the reason for that is they forgot they forgot your number. Most times they forget their name. 80% of people forget their agents name after six months. That’s horrible. It’s horrible. Like, can you can you imagine? That’s like equivalent to the Ritz. You guys ever stayed at the Ritz before you go there? It’s a great it’s quite an experience. But it’s also quite an expensive experience. But everything’s catered to you like you go into the hotel room like Hey, Mr. Cuevas Bobo, they have a little note for you that you won’t forget. You don’t you don’t you don’t forget that. You go to the Holiday Inn across the street, don’t get any of that type of service.

I can assure you, any of my clients will never forget my name. I can assure you of that. Because I know the service that I provide with my team is just like top class. So yeah, it’s it’s pretty crazy. How eight 90%? Will I mean? Well, we’ll use the same Damn, that’s insane.

Yeah, I mean, think about it, like the second most Realtors the second you you transact you, you’re gone. You become best friends with this person because you’re you’re buying or selling. It’s an emotional process. Like you’re talking to these people every other day, right? You develop a friendship like I always ended up parting with my clients because that was sort of my style. And I go out we have dinner like a party like club style, but like go to dinner, have some wine, beer, whatever hanging out we became friends. Because I knew that if I became friends with them that all of them would refer me business a lot more likely than if I did it.

Once for sure. Yeah.

Where do you see the and how are you staying in front of now? Like walk us through your cadence in terms of staying in front of people? How are you doing it? I know you’re doing a lot on Instagram, but what’s your sort of methodology on this?

For birthdays I usually send like a video tailored to them and then I am also part of by referral only So it’s like monthly emails to the clients just reminding them and it’s like a little, little, it’s called a Monday, how Monday game something and then you can earn a prize if you participate. So you know, it’s like something fun. I don’t I didn’t want to do it a weekly I don’t, I don’t want to be the weekly this and that’s to two emails a month. One is on the first week of the first week of the month. And then the other one is like, it’s called the letter from the heart. And it just, it’s a gives like a story. Pretty, pretty awesome stories every month. So I’m part of by referral only. And then all of my Instagram, I usually post like three stories about what I’m doing. documenting my journey. It doesn’t have to be real estate, it can be playing soccer doing this and that because people don’t want to see just clothes just listed. I honestly hate when I see that. Yeah, I’m like, dude, what’s, what story behind it? What did you help accomplish? What were they thinking they could not do? So you’ll never see me posted just close unless it has a story behind it. And also document my journey. Like, what is it through inspection? What did I struggle with? big misconception is that people that just do disclose, they’re like they’re perfect. No, there’s as to be vulnerability so that people can also connect. Because it’s not it’s not. There’s never going to be a perfect transaction. Yep.

If you’re struggling share it.

Yeah, yeah. People love that. Probably all that stuff. Close stuff.

People are so scared to like, voice what’s really happening behind closed doors, being vulnerable is the number one thing you could do for anything in marketing. The more you can play people cry, the more they’ll remember you.

It’s social media, the emails that I send videos for birthdays or gifts for birthdays, events, we have several events a year. Definitely the Christmas parties. Those are a lot of fun.

Let’s do the events. Let’s go through that. Yes, how many and walk me through all those?

Well, some we do like boat parties in the summers and get like a big as boat. It’s a lot of fun. That’s when you really get to meet the clients better. It’s funny. And then Christmas parties. We invite all of our so like I said, I have a team, with my business partners of Well, I haven’t said that before, but 14 agents to office managers. And last year we did 20 and 50. We helped 256 families. Yeah, you’re crushing

weight. Are you the youngest guy on the team?

Yes. Really? Sure. Or we just hired one? I’m not sure. But I believe so. Or we’re the same age. The rest are like 3040 30. Exactly. Yeah. So I’m meant I’m a mentor to like, all those agents. So it’s pretty funny. And at first, that was one thing that really got in my head, I’m like, oh, shoot, what are they going to think and this and that, that I know what I can offer. So now I’m like, I’m totally fine with that. That before it was something that would get in my head,

probably. But why though, that’s just the way society paints the picture. You got to be older and you get wisdom. But that’s not necessarily true. If you’re 26, you could have way more experience than a 35 year old who just got a license, it doesn’t matter.

That’s so true. And I’m actually reading a book, The Four Agreements, but then the next book, it’s about attachments. And I knew that I had an non attachment agreement that I had with myself. And as create crazy when I found that I was writing down my agreements, then I was like, Oh, shit, I know that. My family will always tell me respect your elders. Yes, I will respect an elder. But in my head what I think that would mean and I would have translated it to anyone that’s older than you has more authority. And they’re always right. When I realized that I was like, holy shit. That’s what I delimiting Oh, my God. Yeah, I realized that that was a game. That was like, two months ago, actually. I just was astounded.

So most of the stuff like it seems like a lot of your mindset came from your own self education, whether you’re reading attending these masterminds and whatnot. Would you agree with that? Yes. Repeat those books that you suggest people can should read. Because if you guys aren’t, if you guys want some good reads like he just told you a story, everything that he’s been talking about as a result of what he read in there. And I think he just put it into action. Basically, the principles in there so you guys, the roadmaps always out there. Like, it’s not like, people are like, how am I gonna do it? How am I gonna do it? Well pick up a book, go join a team, follow someone who’s already doing it. But follow someone who’s been there before because there’s no reason why you want to try to create it all on your own. All you want to do is r&d and rip off. Put it in your own way.

Why reinvent the wheel, the book four agreements, mastery of self Power of Now Untethered Soul a Miracle Morning? Holy shit, incredible books, The Four Agreements, be impeccable with your word. Never assume. Don’t take anything personally and always do your best. It’s incredible. It’s such a game you

good? Any other? Final or closing thoughts? Like what? People we’re going through a shift right now. So, I mean, this is everyone’s gonna like, what do I do? What do I do? We’re gonna lose a bunch of agents in the next year. So, which is a good thing for those that are full time. But what should you were in a shift? She got the experience. So what are you going to do right now

I’ve started a cold call, I don’t need to cold call. But I’ve started it because it’s something that gets me out of my comfort zone. And I actually enjoy being able to better respond to objections on my feet. That’s so important as an agent being able to respond to objections on your feet, but I’m going to do is just hit Instagram harder as in putting more posts, I used to do a lot of stories and then a post maybe once or twice every three weeks, but now it’s going to be like twice or three times a week. And I need to get clear on that. And I will get clear on that after actually I met you I really liked all that you had to say. And I know it’s being intentional. So that’s one thing being very intentional on social media and tick tock tick tock is actually something that’s grown insanely, which is weird, but it Yeah, I recommend everyone get that. Then also, with my team, obviously having to do open houses, do all those things. sphere of influence will still be the biggest thing and referrals for me. So touching more more touches with my clients on referral basis, you know? Yeah, I assure you, if anyone calls people you know, you’ll have people that need help with buying or selling or they know people are assured, I surely call them.

The your Soi. Like the industry is horrible in general market st in front of Soi, but it’s the only recession proof marketing model there is because people are still going to move, you know, like, and when they do move, whether it’s a crash of 2007, or it’s going to be whatever happens in 2022 Here, there’s still gonna be life circumstances, some are gonna get sick, some are gonna die, they’re gonna lose their jobs, and we’re getting married, some are gonna have kids. And when those life changes happen, people will move despite what the market does. However, 80% of them are needed the first person they come into contact with, and if you’re not all over, you know, I don’t know what to tell you. I mean, they’re gonna probably cheat on you with another agent. You’re gonna log on to Facebook and see that Andreas here just so well, it’s not you. Yeah, and then you get mad at Andreas but don’t get mad at Andreas get mad at you because it’s not your networks job to remember what you do for a living but it is yours to remind them.

Take Extreme Ownership. Don’t be a little Bish.

I love it, dude. Any closing thoughts?

I would say if you’re a new agent, join a team. That’s the best way to learn as fast as possible. And as soon as possible. Have a morning routine. If you’re an independent contractor. It’s crazy. It’s a double edged sword. Read the Miracle Morning, meditate, do your routine. And that’ll definitely help you exponentially reach your goals. Write your goals down as well. So cliche everyone says that yes, I know. It works for a reason. And that’s why people that are crushing it do those things.

I need to get into the meditating game because everybody I follow and I look up to are meditators accepted. And I’m going to take your advice I’m going to my business partner has been like dude, I meditate every day. I’m like, what’s fucking when you meditate? Like you sit there and like, I don’t want to do that, man. I don’t have time. We got three kids running around. He’s like, No, you have to do it. You have to do it, Mike. So I’m gonna give a world is the

call nap. And the big thing about meditating you using your diaphragm to breathe. Don’t use your like lungs, don’t use your diaphragm. Breathe out through your mouth. It’s a game changer. Like very, very much so it’s helps a lot become present. Because there’s so much shit that goes on all the time in our lives. We’re in our head all the time. You need to calm those thoughts down. Yep.

I love it. Man. Why don’t you go ahead and give everybody your info again so they can follow you either on your IG channel to see exactly how you’re doing it. I highly recommend that guys. Or reach out to you if you guys have a referral that is in the Austin area, reach out to undress and his team and they could definitely take good care of you. Obviously they’re doing it right. And you want to make sure your clients are being taken care of and there’s a lot of people moving to Austin.

Yeah, just any questions feel free to DM me. My Instagram is Andres Boustead, TX and DRGs be usta Tx and that’s the same handle for tick tock, feel free to reach

out. Cool, man, we appreciate you dude. And we appreciate you guys listening to another episode of the real estate marketing dude podcast. You guys know where to find us if you need help scripting, editing and distributing your videos or you just need us to train your videographer because they don’t know what the hell they’re doing. We could do anything you want and there’s no doubt in my mind this is the number one stop if you’re going to create real estate content whether you need my consulting, training, editing distribution, I don’t care if you want to get on video I got your back and you need to visit our site at real estate marketing do.com real estate marketing dude.com visited take the content download subscribe this podcast visit me on my social handles I don’t care. Start making content start generating attention and you will start attracting clients and you’ll ditch chasing leads I promise you there’s a reason why it works for everything. No person. The only time it doesn’t is that people don’t like you and that’s nothing we can help you with. So, thank you for watching. 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 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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Getting Personal & Authentic with Your Email Marketing with Kevin Snow

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Today we are talking about more marketing. And specifically we’re going to talk about how to personalize your marketing and lead generation because no one hires a robot and no one hires you unless they like you. So how the hell do you get more liked, more approachable, more personable, and more importantly, more authentic online?

Kevin Snow is the founder of Time On Target and has been called a sales expert and a technology geek (among other things) by different people over the years; but one thing is for sure…he knows how to help companies take their automation game to the next level

Three Things You’ll Learn in This Episode

How to make your brand more personable.
The Do’s and Don’ts of email marketing.
What type of brand attracts clients?

Resources

Transcript:

Hey, Mike, thanks so much for having me on the show. I’m really excited to be here today.

Why don’t you tell everyone a little bit about who the hell you are, where you’re from? And what the hell do you do?

So my name is Kevin snow. I am, as Mike said, I am a veteran, I’m actually still serving in the Minnesota National Guard. I live. Obviously, in Minnesota, I grew up in the upper Midwest, I’ve been here my entire life. And back in 2010, I launched a company called time on target. That was a sales and marketing training company. So I got hired to get on stage and to teach people how to network and how to sell. And then I deployed I went over to Iraq and Kuwait for a year and came back and had absolutely zero clients and zero speaking gigs lined up and nothing in my pipeline, and had that old crap moment of what am I doing with my life. And we did this huge pivot. So the company stopped being a speaking and training firm, that’s now a business development tool for me. And now we’re all focused on helping clients actually figure out how to sell their stuff, and how to make sure that it’s in sync with how their buyers make buying decisions, and then integrating the technology into that. So how do you use email marketing? So you don’t sound like a really horrible marketer? Oh, and how do you use your CRM, so it actually helps you manage your sales process and your pipeline so you can close stuff faster?

One of the things that I can’t stand on the automated a lot of different serums called like action plans or whatever, and they’re so boilerplate, you know, it’s a robot that happens to it. And like, for you guys that are on my list, like if I send you an email, it’s still very on brand. It’s still dude, I barely ever spell all the words correctly, because I don’t check. And that’s just part of my brand, but because I know who my who I am. I just be me. And it works on a demo calls with someone yesterday, or actually someone who signed up with us, and she’s like, Hey, she’s like, You’re

such a fucking dude. I’m like, some clips. While I’m doing my deep dive with her. She’s like, You’re such a fucking dude. I’m like, a man. It’s just who I am and how I roll. I mean, I can fake it today.

I’m just authentic. That’s That’s what people want in today’s day and age. And we had someone on the show recently, Kevin, they said, SEO gal, she’s like, Yeah, 70% of people will look you up. That’s when they visit your website. They actually call you. So once you start getting on interest. And once you guys do associate this with dating, no one goes on a blind date. That’s why online dating sites exist. And when you if you’re like on a dating site or something you’re gonna probably look at see who you’re gonna go date before you actually do it. Right? Well, it’s the same thing. People aren’t gonna go hire someone that makes one of the largest financial investments of their life with Joe Schmo. They’re going to do it with someone they know like and trust and relation and relating to people is the number one thing I believe in real estate, because people don’t hire you unless you they like you.

Yeah, that About Us page or the About Me page on your website. That’s the second most viewed page on websites worldwide. I was working with a client once back when we did some web development. And they’re like, Yeah, we don’t want to About Us page. I’m like, Are you out of your ever loving mind. I’m like, That is a second page that people visit all the time. You have to have a really good one because they don’t buy because you have cool products and cool they buy because they think you’re cool. And they like you. And if you aren’t showing off your personality on that about me page, you know, they’re just gonna be like, Oh, this is just another boring realtor. This is just another boring coach, whatever you do, and they’re gonna go on to the next one, but

Kevin says Some people might not like the real me, I’m not gonna do that. How do you answer that?

So yeah, and I’ll be like, yeah, that Hi, that was me. So when I did the big pivot with my company back in 2012, after after I got back from the deployment, I didn’t want to be the face, I want to not be the product, I wanted to have time on target being the brand. So I did all the stuff to focus on that. And it took me a few years, but then I realized, like, Fuck, no matter what I do, I’m the CEO, I have to be the face of that company. I have to be the one out in front of people building my brand and my image so that people actually engage with me, you know, they don’t go looking for a company, they look go looking for a partner. They’re looking for someone that can actually work with them and help them that they’re going to enjoy spending time and doing stuff with.

So for those who are on your bike right now that are posting memes with your brokerages branding on there, all you’re really doing is building their brand not doing anything for your own. And your face is your brand and real estate Your face is your brand like That’s why video so that’s why it works for everybody is that the only time it doesn’t work is if people don’t like you, but you’re just becoming more marketable as you create more and more content. And yeah, I don’t believe that professional exists anymore. I believe it’s all personable. I think professional is the second question people ask and I don’t even think it’s like is he professional? Their moral asking not so much as the professional as is? Does he know what the fuck he’s doing? Exactly right. And do people care today like I sold sandal I sold real estate and sandals, dude. I had the guy on our show that fucking sold a he’s in the elevator and he painted his toenails, purple. And he gets a $4.8 million listing in San Francisco, right? Yeah,

I meet with clients from around the world. Via zoom. This is what I wear. I wear a t shirt, I wear a bald cap. And I’m comfortable with that. Because I’m sitting in my house and I’m working. When I go on stage now I still now wear a t shirt in a ball cap because now that’s become my brand. That’s when I’m doing lives. I’m doing streaming on YouTube or podcast, it’s always in this. So now when I show up, because I do like wearing button down shirts. I do like getting dressed up on occasion. So now when I wear it out into business events, it doesn’t match anymore. And it literally draws more attention to me but not the right time. Because I was like why are you in a shirt and tie? Like, because I wanted to be there. It’s okay. But it has an imposter. Exactly. He’s not doesn’t have a cap on he’s got a nice button up shirt on, you know, like, what he’s got dress shoes on what the hell is going on with this? So

why do you think so many people that struggle with bringing their persona into their messaging and whatnot. And it’s like in real estate like, I mean, we’re right up there with like attorneys, like you’re talking about just stuffy businesses, when it comes to marketing people like there’s nothing more uncomfortable than reading an attorney’s like marketing piece. I mean, but like, no one’s broken through that clutter. Real estate agents and mortgage people aren’t too far away from that. But the ones that are like super duper, like personable and like, dude, they’re crushing it every single time, why they’re so scared to embrace their real brand.

Because there’s this misperception that’s developed over the as email became a key part of how we did marketing, how we did sales, there became this perception that it had to be professional, it had to have this specific way of communicating. So everyone now tries to write like they’re a, you know, they’re the CEO, you know, if you know, and that’s not the way it should be, you know, our number one email for our my success champion brand that I have with what used to be a client now my business partner, our number one email that has for opens and click throughs. It starts off with it has a subject line of oh my god, I’m so sorry. I’m an ass. Love it. And it’s the second email in a welcoming string for a Facebook group. So someone joins the group, they answer the questions, give us their email, and we send them an email that says, Hey, welcome to the group. Here’s all the rules, blah, blah, blah. And then the second one is, oh, my God, I’m sorry, I’m an ass and it follows up with, you know, I was so excited that you joined the group I was all by wanting to hear about you and tell you all the cool stuff about the group and I’m completely forgot to introduce myself. So here’s three cool things about me you might not know. And like, yeah, and then people will reply, well, like once a week, we will get a reply from someone that says, Oh, my God, Danny, I’m, I don’t think you’re an ass. No, I wasn’t offended at all. I’m like, did you not see the big block at the bottom of the email that says if you don’t want to receive any more of these emails, please click here to unsubscribe but like they treat it like it was a real email like Danny was typing it out on it.

If people are responding to your auto responder, then your email system is right there. Yeah. And you’re on point. If they’re not responding, you should probably do a little bit more work in there. Let’s get into email. Here’s a big issue that real estate agents have like they’re always selling their share. And it’s like, you don’t need to sell you need to serve, you need to remind people what you sell. So, a lot of times, if you see this all the time you got like these companies, and they’ll just tell these real estate, you got to just send these emails, these, these real estate market reports. And like the subject line says, monthly market update, you’re an expert at this. Is that

good? No, there’s a small No, I’m just gonna flat out say, No, you’re all wrong. There is there’s a small percentage of a realtors list that’s actively looking to do something with their house. And they’re the ones who are trying to figure out what’s going on with the market and where they’re at. And if there’s now’s the right time, if you know, should I wait, what’s going on, and then you’re gonna have a section of people that are like, well, you know, we’re probably gonna do something in a couple years. So they’re kind of watching. And then you have a bunch of people in your list, who literally just bought or sold the house, and don’t want to do it again. Because as much as cool as it is moving into a new house, that moving into a new house still entails the whole moving, packing, unpacking, setting up going through closing, going through inspections, and the whole rigmarole. And once you’re done with it, you don’t want to do it again for a while. So, you know, you have to understand who’s in your list, you know, the people who are giving you triggers that yeah, I’m looking at doing something, those are the people that should get your market reports, the people who just bought or sold a house, and they’re not going to do anything, you know, right away, you need to be sending them stuff that’s a value, that’s gonna help them with their current property.

Yeah, the and a lot of times everyone tries to you have a warm and a cold list, you guys, this is like a big problem I have with everybody. And your warm list just needs to say don’t forget to exist, because that’s how you nurture and referrals. And when you nurture with video, you just stay on top of mind, and it’s all attraction, your lead list needs to be sold, you can sell people who asked to be sold. And that a lead list is someone who came in off of like a list of homes or they came in off of something, but don’t ever, ever, ever, ever, ever, ever send a sales message to your warm database. That’s like sending a sales message to your brother or sister or your wife.

Yep. You know, if something big happens in the market, you know, there’s some huge change with interest rates, or some whole new program gets put out or so there’s something big going on, then push it out to everyone. Hey, I want to make sure you understand this was happening. Here’s what this means for you. Here’s why. Even if you weren’t looking at selling or buying a house, here’s why you might want to now

we had a lot of our clients, we Yeah, you’re exactly right. Like one of our guys. Everyone did the same scripts a lot of our clients were doing as a market and a crash script. And one of our guys got 120,000 views on reels, just from that one piece of content because it was relevant. So yes, anytime it’s relevant information as your house, did your house lose 10% in value, I’m gonna open that one up, because it’s relevant to today’s day and age. But yeah, just in general, just barfing out like market updates and interest rates, I mean, you have a better chance of turning people off than you do nurturing and deepening the relationship. So if

a real estate brokerage or a real estate agent has a really good automation tool for their email, it needs to be linked up to their website. And it needs to be tracking what their contacts are doing. So most automation tools will give you a script that you can put on the header of all your website pages, that will tell the system that hey, one of your contacts just visited this page, one of your contacts just did this and it’ll track their behavior on your site. So then you can tell that, hey, this contact just went and was started looking at our MLS listings on our page, we should probably reach out and do stuff with them so you can see what they’re doing. And that’s how you can really determine if that people who’ve you’ve worked with in the past or you met through a networking event, are ready to actually talk about doing something in real estate that allows now you can reach out with that, hey, love to set up a time and talk to you. So you’re looking at the house on Fifth Avenue, you know, I’d love to set up a showing for you. There’s all kinds of really cool behavioral stuff you can do. If you have it set up. If you’re just blasting out emails to your list. It’s like, you know, throwing throwing stuff at the wall and hoping something’s gonna stick. It’s like, Alright, here’s my message, please, someone answer me. That’s literally what your marketing person is doing for you.

So like, so to put some perspective, you guys are glad you guys are on my list. I’ll email these podcasts episodes every Saturday. And that’s like my nurturing. I’m just adding value. And anytime I create content, I’ll send that out but it’s value added it’s tip added. And then once in a while I’ll try to sell you guys on something but I’ll run like a promo. But if I don’t keep up the nurture the promos less received. You have to do a little bit of the jab, jab, jab, jab, jab, jab, you go for the kills and whatnot once in a while, but you don’t need to do it every single time. And you shouldn’t because it’s not valuable for other people at all. I did talk about work like having an effect About work with your wife every day, what would happen? She would stop talking to me. Well, what do you think happens? You just talk about work with your database every day, they tune you out to and that’s when they cheat on you with another real estate agent. So don’t overthink this shit. Like, it’s common sense. But it’s just relationship nurturing, when you’re Yeah,

exactly. The other thing you really want to be watching with your list to make sure you are hitting the right cadence with them, is paying attention to their engagement rates, you know, who has engaged within the last 30 days who’s engaged within 60, who hasn’t engaged for 90 days, and after the 90 day period, then you really want to put them in some sort of reengagement campaign to try and get them to start clicking and doing stuff again, or just get them out of your list and stop sending them as often content as often. Because it’s actually going to hurt your deliverability if you’re sending a ton of stuff, and no one ever opens it. All they eat. Thank

you. Thank you. Can you say that one more time and give them a reason why because here’s here’s an issue, like people realtor’s. There’s different databases that they’ll have, right and even lenders, and the warmth is like you’re the people you invite to your wedding or funeral. That’s what I’m talking about a nurturing and what Kevin’s talking a lot about our leads and marketing, advertising and prospecting. And if you have people will come to us because we have an email software, people come to us and they want to upload, we have to put a governor on there that they can’t upload more than 500 contacts. And the reason for that just meant to be nurturing. Because they’ll upload 5000 contacts, a bunch of people they’ve never, they have no idea who they are, and then they spam them. And then it kills the deliverability for everybody else. So it’s not about quantity, you guys, it’s about quality.

Exactly. So there’s Mike, you’re exactly right. There’s two different types of email, there’s cold email, where you’re trying to prospect you’ve never met them, they have no clue who you are, and you’re trying to get them into your world and click through and to opt in. So you can get into the permissive world of email, which is where you want to be, it’s a way more profitable place to be for email marketing and sales. But, you know, I work with clients that have lists of 20,000 emails, you know, my biggest client has a few 100,000 emails in his in his list, we don’t sell into to the entire list, we never do the bulk mailer, because all the email providers talk. So Gmail, Microsoft, Yahoo, AOL, still out there, they’re still talking to people. You know, Mike, all the different Microsoft, MSN, they all interact with each other. And they tell each other Hey, so this email, you know, we’re seeing a ton of them, and only 5% of the people are opening them. This must be junk emails, not relevant content, no one wants to see it’s another not even going to put it in the inbox. Or they’re going to see, you know, the other thing that is horrible for your deliverability is if you go online, you see one of those gurus on Facebook, saying, hey, use our email, swipe file and up your opt ins by 100%. Or whatever their line is. They track content, they’re gonna say, Alright, so we’re seeing this exact same content coming from multiple people, it’s probably spam. So you need to that you need to be really careful about how you’re sending to your list and making sure we always send to our most active people first. So they get the email right away. So that then that tells the email providers that oh, you know, they sent out five, 5000 of these and 3500 people opened it, we’re going to make sure all the future ones get delivered. Because this is actually really good content, people want to see it. What is

a good open rate for people to be looking at on a cold email list?

So open rates are really kind of fucked right now. colorful language, sorry.

So no, you’re on this show. It’s all good. This has got a rated rating right next to it. So.

So a few months ago, Apple made a change to their privacy policy and how they interact with emails on all of their devices. So now, the way it used to work was they wouldn’t download your content and load the pixel that’s in emails and tracks opens until you actually open the email. Now, they preload everything. So it’s theoretically possible that if I segmented out my list and sent a block of email to only Apple users, I would get 100% open rate. And maybe a fraction of them even saw it. So it’s really that is really killed the open rate before it wasn’t even really as accurate because every client counts opens differently. So like on Outlook, you can have that preview pane, you know, I scroll through my email list and it automatically opens. Is that an open or is it not? Is it not an open so open rates are really a vanity rate, vanity metric, and now they’re pretty much worthless and we’ve stopped, even really paying attention to them for most of my clients. We now Really focus on the click through rate. So it’s really important when you’re sending out emails, you’re sending them stuff that they actually want to see. So they’ll click through and look at it.

What? What do you like to see on CTRs? Ah, that

is really industry dependent. So like it the click through rate for it is like 29%. So, it really depends on what you do. And it’s really what the goal is, you know, you set the set the standard for what your email list is currently performing at. And then think about Alright, so how do I raise it a percentage point? How do I get that up at 5%? And how do you continue to improve it? So you know, doing the split testing, the AV testing is really key, you know, testing what it what the words are on the button, what the call to action is, you know, which ones get people most engaged, and then making those little incremental changes along the way as how you how you really get your open rates to be in that, you know, you know, industry leading where you have the bulk of people are actually doing it, as opposed to just looking at it reading and saying, Oh, that was cool. And then moving on with their day.

A lot along for a cold email list for people that are prospecting and generating leads, how long should that emails be is a question we get a lot, is there a length of time and then we’ll talk about subject lines and the importance of those next,

so the length of the email, short, three to four paragraphs, if I’m going to do a cold email, and I haven’t done cold email for a while for anyone. But when I do cold email campaigns, you know, we’re really looking at like three to four paragraphs, you know, really short one or two sentence paragraphs, if I have to scroll down the page, I’m going to stop reading, if it’s not someone I know. So it needs to be something people can digest really quickly. As far as how many emails I will usually do, right around five is kind of my my key area that I’ll do I have done up to seven. But five is kind of the number I’ll do, I’ll usually start off with a couple of days right in a row. And then I’ll start slowing down over, you know, extended every couple of days and every three days and you know, on a weekly basis,

and then by an opt in someone who asked for your email and opted into whatever you’re giving them away.

Once they’ve opted in, I’m going to usually have some sort of specific campaign geared towards what they opted in for. So if someone opts into my my stuff about sales process and content, then I’m going to have a five to six email campaign that follows up with them with just further content. And that’s going to come and I’m gonna let them know right away, hey, I’m gonna send you over the next five days, I’m going to send you five more emails with this type of stuff. Yeah, and the first three or four, usually, the first three have no call to action, other than getting them to click through to read other content on my site, or showing them hey, if you like this, you might like this stuff as well here, go download this thing. Email four, and five is where I’ll start actually asking them to, hey, you know, if this makes sense, let’s set up a time to meet and we’ll start trying to get them into my calendar and try to get them to engage more on a one to one basis.

So one of the books that I loved reading, was by Marcus shared and it’s called you ask you answer. And it’s about the biggest thing I learned I read a couple years ago, but was on how he was selling saltwater pools or fiberglass pools or whatever it is, but it was cool is that they would set and they did a study on this, they would send the lead content prior to the actual demo. And it increased sales. It increased their like sales percentages by by a boatload like, and they were just pre selling the person so like, most times, like when agents just immediately if someone asked for a list of homes, they immediately think they have to go into sales mode. What are you looking for? What can I help you with when you’re looking to buy, as opposed to saying, Hey, here’s some things that you want to know, before you buy this house like so if you’re looking in ABC neighborhood, one of the things you’re going to be concerned with is it’s really bad for termites. Here’s a couple of tips that you may want to know about that. Yeah, the next place might the next thing like give them warnings that nobody knows about because that’s valuable. And they’re like, oh shit, but you got to date before you get married. And that’s how emails, how he’s explaining it to he gave you guys a very clear format and then the context of those emails. What’s the subject lines? Talk to me a little bit about that. People always I love subjects I think it’s 90% of the email. But what is your opinion on subject lines? How do you come up with good ones,

they are super important while the open rate is a vanity metric. It’s you still gotta have a open your email. So there has to be something that gets their attention that open that subject line is that first thing they’re gonna see. So like the subject line we use for Donnie for that email. Oh my god, I’m so sorry. I’m gonna ask you know that People are going to open it just because they want to see what the hell’s in the email. Yeah, you know, and whether they know, Don, you’re not doing what, what, why? What did you do, and they want to know, there’s got to be a story. So it’s got to be something that’s relevant to them. And, you know, like, you’re there. One that you said, Has your home value dropped 10% Something that’s really relevant to them, they’re like, Well, who got I, you know, I don’t know what my home value is, has it dropped with the, with the changes over the last month, and it’s it don’t use words like free, it’s got to provide the value, you know, it’s has to tell them exactly what why they need to open this email,

you like emojis and subject lines.

I am not an emotionally person, but they are shown to actually work, you know, people, they, for some reason, email subject lines with emojis do have a higher open rate, I don’t know if it’s because a shift in the demographic who’s getting the business emails and, and that type of stuff. You know, I don’t know if emojis are word for and my mom and dad who are in there, you know, almost ad. But for my, my niece, who is now a teenager, she would totally open an email with a subject line that had emojis, so I get it. Again, it goes back to knowing who your client is and who your list is, you know,

if which goes back into dial in your own authentic way of communicating before you create any of this stuff. Yep. So you just do it over it.

Yeah, you know, if you’re, if you’re emailing to 50 6070 year old, you’re going to communicate in a completely different way. And it can differ a different tone, then if you’re interacting with a 20 or 30 year old, you know, because the both generations communicate differently, they use different words, there’s different expectations about how you should interact. And you have to understand what those norms are. And that’s part of writing your content, is having the right tone of voice so that it matches your personality. But then it’s still it works with the people that’s reading it. You know, if I go up on a stage to speak to a bunch of business owners and I start rapping, when the while that would be humorous and really humiliating. For me, it’s probably not going to be as effective. As if I’m talking to the key things that they want to know and interacting with them on their level. Yep.

Well, I get man, Kevin, any closing thoughts? Do you want to add any final tips and then we tell people where they can find you?

Yeah, the biggest tip is be yourself and your writing your email stuff, don’t try and sound like you’re this really high powered your ad agency copywriter. You know, it needs to sound like how you will sound when you’re actually talking to them in person. And be yourself because you’re going to attract people that want to do work with people like you. You know, if you’re putting on a completely different air, when at business and you’re completely someone else at home and alone, you know, it doesn’t work.

It’s like when the real estate agents have like the glamour shot from the 1980s. And they still have that on their business card. The client shows up to the restaurant, they can’t figure out who the hell’s there because it’s not the same person anymore. Like who the fuck is that? Yeah, it’s not the person I called.

I had a LinkedIn meeting the other couple of weeks ago was someone that I looked at their LinkedIn profile. I’m like, sweet, they jumped on the on the call, and they were actually 20 years older. Now. I’m like, why are you catfishing on LinkedIn?

Like what the hell so and you have a gift I understand for people once you tell them what they can get from you.

I do I have a gift for all your listeners. If they text the words, sell smarter to 612-429-4298 I will send them a list of questions they can use to help map out their clients buying process, and a guide to what content is most effective for each step and their sales cycle

suite. Once you go into also where your website is they will look you up conductor you on social and all that.

Yeah, my website is www dot time, dash hyphen dash target.com. So time on target.com, with hyphens between all of the words.

Love it. Thank you, man. Appreciate your insight. And thank you guys for listening to another episode of real estate marketing dude podcast, because we talked a lot about authentic and being authentic and dialing in your brand. And a lot of you guys are stuck getting on video because you don’t know what that is yet. And it’s impossible to do it consistently over time without first dialing in whatever you’re going to be talking about. But people don’t listen to what you talk about. They remember how you talk about it. So that’s the importance of dialing in your video strategy. And if you need a real estate marketing dude to go ahead and do that for you. Visit our website at real estate marketing do.com We script at a distribute and put you on the map for all of your video content so that people stop forgetting about you but more importantly start relating with you so you can start attracting clients versus chasing them. That is real estate marketing do.com real estate marketing do.com And 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 do.com We make branding and video content creation so 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

Bid My Listing with Ryan Dranginis & Chris Wesser

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Today we are talking with Ryan Dranginis and Chris Wesser about their new service, Bid My Listing. It provides transparency to real estate agents and sellers, allowing realtors to bid on listings, not leads. Sellers get the chance to choose from multiple realtors and decide which is the best fit for them.

Ryan Dranginis, Chief Marketing Officer, and Chris Wesser, Chief Strategy Officer, are part of

an exciting new tool for sellers and agents; Bid My Listing. Be sure to check out their website and social media platforms at BidMyListing.com.

Three Things You’ll Learn in This Episode

What is Bid My Listing?
How it benefits both agents and sellers.
How it provides transparency to the selling process.

Resources

Check Out Their Website

Learn more about Colin Schindler

Transcript:

What’s up ladies and

gentlemen, welcome another episode of the real estate marketing dude, podcast. What we’re talking about today, folks, as Welcome to the shift should happen. So shift happens during the shift, this will be my second one and my career. And there’s a major and major opportunities always within shifts. So what I like to say market shares are taken. Because when things are going really good, no one really grows except the ones doing all the deals. And when things start going a little better, a little shaky, there’s opportunity for the rest of the people, the most of the people to get in the office or get into the business and make some traction. So we’re story today, interruption is here, guys. This is my neighbor I have on the podcast, but he has a company that is called Bid my listing, which is a new listing service for real estate agents. And they’re making some waves. As a matter of fact, one of my old friends from Chicago sent me a message on Facebook the other day, he’s like this fucking bid, my listing thing is got some traction, I feel bad for the real estate agents out there. And I’m like, well, they’re not trying to take real estate out of the agent out of the deal. They’re trying to work with real estate agents and give sellers a new alternative to selling their property today, because that’s what sellers want. If you guys have been on the show, you’ve realized that we have a couple things going on in the space as well. Owner advocate, we offer seller multiple options, and no one hires you for what the hell you do. They hire you for how you do it. So we’re gonna dig underneath the hood, see what these dudes are up to. And I’m gonna tell you why you should sign up for their service by the end of this because it’s free, and you have nothing to lose, and you might get a listing or two. So I’m gonna be coming with some value today. Without further ado, gentlemen, why don’t we introduce you guys to the show, Ryan and Chris, why don’t you guys go ahead, introduce yourselves. Tell them who the hell you are. And let’s get into it. All right,

awesome, Mike. Number one. Thanks for the intro number two. Thanks for having us on here. You’ve got some cute kids and some good smelling barbecue that I constantly see out there in the street. So nice to be chatting with you here on the pod.

What else do you expect from a bunch of Mexicans?

Good stuff. So I’m the Chief Marketing Officer of Bid my listing. Really excited to be here talking to you and everybody who’s listening in the podcast. We are a place where you can buy listings, not leads, and we can talk a lot more about that. But disruption is the right way to position it. And we’re you know, we’re feeling good about where we are for the shift. So excited to chat here. Thank you for having us.

grisco Reddit. Yeah, sure. Thanks, Mike. Like Ryan, super happy to be here. My name is Chris Weser. I’m the Chief Strategy Officer of bid whitelisting. And my job is to kind of make sure we have world class practices, world class people, so that we can deliver a world class product to the world and really thankful for the team we built. Super excited to have Ryan on board because he’s crushing it. And we’re watching progress happen every single minute, which is cool.

What does what has been my listing and why is Josh Altman all over my Facebook feed?

That is a great question. And number one is all your Facebook feed because we are good at retargeting you. But number two, Josh Altman is the co founder of good my listing. But my listing is a place where real estate agents can find listings, not leads. So that you know our mission is to help people make smart decisions about real estate. And when I say people, we’re talking about home sellers, and we’re talking about real estate agents. So the experience on Bid my listing is pretty simple. I come to bid my listing.com type in my property address in a couple of clicks. As a home seller, I can put my listing up for auction. And as a real estate agent, I can come to bid my listing and see real estate listings that are up for auction in my area. So I can place a bid on that listing, I can specify a payment of cash upfront that I’m willing to offer that home seller for the opportunity to represent the sale of their home, specify my commission amount or listing term. I can talk a little bit about my marketing plan and why I’m the perfect fit to sell that home for that home seller. Click a button and the homeowner gets a chance to review the bids and hopefully selects you as the winning agent and you guys march off happily into the future. Sure.

So I’m a seller. I want to list my house, you guys. They call me you guys. You say, Alright agents, here’s a house who wants to bid on it. And then highest bidder, whoever that necessarily has been or whoever the seller wants to choose to represent them. And this agent would pay for that listing. And now they have a listing. Yep, that’s That’s

exactly it. So Josh Altman, in our co founder, Matt Perlman got together, Matt was actually selling his home, he, he lived up there in a beautiful property and lawn was good friends with Josh, they went out to dinner. And Matt was like, Hey, here’s what’s happening, I got a bunch of agents coming to my property, you know, walk me around my house, tell me how awesome they are sitting in my kitchen table, pitching me on whatever the you know, however, they are the best fit to sell my house. He signed a listing agreement in the agent took off went a different direction. And, you know, try to find a bunch of other listings for for themselves. So Matt got together with Josh and said, hey, the process is broken. The way that we fix this is by providing transparency in the process. So they could bid my listing as almost a digital version of the kitchen table, where the home seller is going to receive bids, and the home seller has the opportunity to select the agent that’s the right fit for them. So not just based on cash, not just based on commission, but based on that agents reputation, and their plan to market that specific property.

So, folks, what I want you guys to get out of the show is that sellers wants something different. The truth is 99.9% of you fucking guys are offering the same damn shit. Hey, I’ll put your lesson in amaryllis, I’ll put a sign in here and I’m gonna sit there and pray for a buyer to come. And then I might have some open houses and kick you out on Sunday. That’s not a marketing plan anymore. And it does not guarantee or warrant five to 6% Commission anymore. Sellers aren’t commission compression is a real thing. In Phoenix, you guys, you could talk to my partner out there, the Commission’s is getting down to 4%, four and a half percent. And you have the appetite is out there. There’s a reason why you have big tech. You have these large funds, these corporations, he’s known as I buyers, you have transactional funding, you have fixed endless companies, you have, you have Wall Street involved in real estates and asset class today, which has a lot of interruption. And companies like this are going about to eat your guys’s lunch. And the reason for that is because they’re doing something different. That’s all anyone wants. The only industry that hasn’t changed in the last 50 fucking years has been the real estate industry the same way you sold the house and 1950s Exact same way you sell houses in 2022. The car industry has changed. I could go buy a frickin car out of a vending machine today. But yeah, when I saw my house, it’s been the same damn thing since our parents bought their first, isn’t it? Has anything changed in the real estate industry? Ever? On the listing side?

Yeah, so I like to think about it. So, Chris, although I’m a Marine, and he’s an army guy, and I don’t like to say nice. But when I initially met with Chris, he has a really good, you know, strategy and has done a lot of research on the market. I’ll let him talk a little bit about the money that’s being spent at the top of the funnel. And kind of how we think about the industry ultimately being able to help agents do what they’re good at, which is connect with home sellers directly and provide an incredible experience during the sale at home.

Chris is sure what the number is saying what your research as it came out to this idea. What do sellers want?

Yeah, so so Like Ryan said, So Matt Perlman, our co founder was selling his house, he realized the interests are not really truly aligned. Right? Number one, number two, you just mentioned the word asset class. No one had ever treated the listing as an asset before Matt, being a serial founder who’s incredibly insightful about things like that said, Wait a minute, my listing shouldn’t be an asset like these people want to go make commission from my house, they should pay me for that opportunity. I should have something up front for that. So we developed Bid my listing. And once we got started about a year ago, and started digging into the numbers, and substantiating sort of where we thought we could be in the market, something popped out at us. And that is today, agents spend about $22 billion a year in marketing to secure listings, right. So they do that through all of the standard channels, that most agents can’t tell you how it works, or why it works, right. They’re there. They’re giving their money to digital marketers and others who are hopefully delivering them leads that hopefully turn into listings. So what we realized is, wait a minute, we can just bring the two parties together directly. The agents can spend that 22 billion through our platform, and they can buy the exact listings that they want, right and with our sort of matching algorithms will be able to match the buyer and the seller and the agents so that you have the best data truly the best agent for you and the homeowner is going to get some cash up front, you know Agent has skin in the game, you get compensated for that asset. And the interests are truly aligned. So that was the theory. What’s really cool and Brian can speak to this better than me. As we’re watching it play out and we’re and we’re pushing, you know, marketing dollars out there into the world ourselves and bringing people in. The value proposition is so overwhelmingly good and the interests are so overwhelmingly aligned, that our that our marketing spend is just more efficient than anything you’re seeing out there in the market because people love it. I love

First off, let’s be honest, 90% of agents who are buying leads, don’t even call back any follow up on them, but they just don’t know what’s wrong with our industry. But, and you guys know this, like you guys will get leads, but you don’t follow up with them. And then the other problem that so many agents have in the online space, at least with digital marketing is they don’t have the either technology, the wherewithal, the skills, the autoresponders, the lead capture tools to actually effectively do it at high scale. And you’re right, it’s very expensive. And that’s why most people don’t do it. They lack skills, or they lack the knowledge. Many, many times and you guys are solving that for agents, because you’re right, an agent that is going to try to go out on Facebook ads and generate, you know, we have some contract costs up to 700 $800 for to acquire a listing contract, you could determine if you really know what you’re doing your cost of acquisition for listing contract, but 99% I just don’t understand what I just said. And it’s right, and then you just end up we just throw we call wishful marketing, right? Yeah. So my own agents on my team is like, Mike, I’m gonna go out there and go farm this area. I’m like, bro, you have 5000 friends on Facebook. Why are you gonna go farm a bunch of strangers? farm that people you know, they all have a referral for you. So we spent you’re right, we spend our money carelessly. I think a lot of the reasons we get paid a lot. And we do close a house. Like shatters 20 grand myself throw one at this. See what happens, right? But no one is approaching adspend in a business mentality. Very few people. Yeah, yeah.

100% agree with you there, Mike. And if you if you can look out your window and see my whiteboard here on the wall. The way that we like to think about it is so you’re looking at a marketing funnel, right? top of the funnel, you have people that are thinking about selling their house, bottom of the funnel, yet people are actually doing something, there’s an entire industry hundreds, if not 1000s of companies that exist in that funnel that are helping real estate agents get those thinkers to the point where they’re doers, the way that we’re approaching the industry is we’re taking that funnel and we’re overlaying a tee on top of it. And we’re saying to agents come to us, we’re going to connect you with those doers. We’re going to connect with home sellers that are ready to transact. And we’re gonna allow you to focus your time and most importantly, your marketing dollars on the thing that matters the most, which is getting in front of those home sellers, knowing your ROI being in complete control of your marketing budget, sitting down on a Monday morning and saying instead of spending the week you know going out and working my farm knocking on doors doing all the things I want to do acquire home sellers. I can sell my calendar not am on Monday morning, I’m logging into my listing. I’m deploying my marketing budget to get seller listings. And it’s you know, it’s that simple

keep turning my mute on here, guys, but what do you guys think that I like it a lot. I think that I’m I’m curious to know what your research shows on and I’m sure Chris sounds like a really really smart dude here. And I’m sure you did some research and you guys did stuff of what sellers want. What do sellers want today from their agents? Do you guys have any color on that?

I’ll take it past that. And on the Chris of the, you know, I mentioned we’re Think of us as the digital version of the kitchen table. So you know right now I can pull up my phone, I can click a button and you and I can have a burrito delivered in the next 10 minutes. I can click another button and Uber picks us up and brings us to downtown Encinitas. You know, the world is used to transparency the world is used to removing friction. So digital products that are removing friction, and that’s what homeowners want. So homeowners want to sit down, they want to treat you know, they want to treat the sell their home like it’s the most one of the most important business transactions in their life and be able to see transparently, I want to see 20 agents who are bidding on my listing I want to see their reputation I want to see their marketing plans. And you know, I want to I want to be able to make a decision smartly. I want to make a decision on my terms and that’s what we’re providing to a home sellers and that’s that’s what’s really resonate and that’s what they’re loving about the platform.

What I like about this is I used to lose a couple of listings to little cousin Billy who just got his license a little prick or Aunt Susie the realtor, you know, every year this happens to agents. This is though such a USP though I could see that occurring. Because with anything you guys you have to first generate attention the first time you get the opportunity pitch your business, whatever it is in any business if you don’t generate the opportunity and I Think what the interrupt is like, hey, I’ll buy your listing or I’ll pay for your listing. Like that’s sexy. Like every seller just say, Wait, what? I’m gonna hire a realtor anyways, they’re gonna charge me five or 6% of your time me, I’m gonna have a way to get my best, the best realtor out all of them, and then they’re gonna pay me to represent me. And then they’re that means that they’re gonna fight for it. So there’s a very famous tagline by LendingTree says when banks compete, you win. It’s very similar, right?

Yes, yes. The tool, Priceline adage says that

Priceline Yeah, when banks compete, you win. Was that Priceline? Travel? Travel? Travel? Yeah.

So but it’s, you know, it’s the same exact thing. It’s, it’s giving homeowners you know, both transparency, flexibility, and they be able to make a decision on their terms. And it’s, you know, one of the stats that we pulled is 75% of people that are selling their home meet with less than two agents? And are they’re basically making a decision, because it’s easy, you know, like, if, without my listing, you know, I’m going to call up the first guy that drops me a postcard, or the first guy that I see on Facebook, or I’m going to go ask you, Mike, across the street. And yeah, you know, refer me to or yourself. So the, we’re helping people make smart decisions, which means, you know, I can pull on my phone and see all the the price of every stock in the US or, you know, whatever I want to see, we’re helping home sellers do the same thing.

I like it. I like it. I just it just, it’s it seems so simple. But yet so effective, you know, and you’re just like, Why isn’t anyone thought about this before? But again, it’s because we’re a bunch of dinosaurs. No one’s ever done anything differently before. And anyone who’s doing anything differently is getting buzz and the buzz is what you need, especially in a shift like this. What do you got? What do you guys think’s gonna happen? With this market? Right here? We’re seeing the shift some places more than others. I’m seeing that all over the country. How do you think this plays in into all of that? I think it’s a positive for you guys.

Yeah, I mean, yeah, I’m too I think the you know, there’s inventory constraints across the board. That’s something that we’re, you know, we’re all dealing with the, you know, what we’ve found, in our early days of working with a bunch of different home sellers is this number one, it solves a real problem. So inflation is on the rise, putting cash in the homeowners pocket is a good thing. Number two, it’s a very effective tool for people that are publishing listings at scale. So you know, there’s a shortage of housing across the board, new housing developers, it’s a very efficient way to get their listings to market. So whether you’re architect developer, big builder, there’s a lot of traction there. So you know, I think, whatever direction the market decides to go, we’re gonna be well positioned to receive it.

I like it. Any other things that you guys think you want to add in on here? And where do you guys find most of your sellers at? Is this all online marketing? You guys doing a lot of different channels? How are you finding sellers? What are you targeting? If you’re willing to share any of that?

Yep. So I think an important caveat here is, we’re you know, we’re early days, I’ve been my listening. So we officially launched the platform on June 2, we’ve seen tremendous traction, most of our marketing to date on the home seller side has been primarily direct response, you know, using Facebook, and other digital channels. It’s an incredible for us to have somebody like Josh Altman, as a co founder, he has an incredible sphere of influence that he’s been activating for us, which is, you know, which is great, especially on the agent side, keep an eye out for us agents in the National Association of REALTORS publication that’s coming out here in a couple of days. So we’ll be doing some introductions there. So the important thing on the marketing side is the word network product. So you know, a lot like Tinder, where if there’s not two people that want to date in an area, then the product doesn’t make a lot of sense. For us, we’re a network product. So think of us as an extension of your marketing team. You come to my listing, you sign up, it’s fast, easy, and it’s free. We see a concentration of agents in a zip code, and we go out and turn our marketing laser on that zip code, and we’re acquiring homeowner listings. So and we’ve, you know, I feel like Chris alluded to it. Right now, positioning is Get Paid cash upfront and make a smart decision about selling your home really resonates. So it’s been a real good interaction in the early days.

Yeah, so different. Chris, how about you?

I guess the one thing I would want to add because this is just it’s resonated with everybody I’ve spoken to I spend a lot of time speaking to VC analysts to spend their entire lives studying this industry. And the thing that really really resonates a lot with me is today if you look at NAR, NAR says that agents spend somewhere around 75% of their time hunting for business. And to me, it’s just really, really cool that agents can now spend 99% of their time selling listings that they buy on Bid my listing. Anytime you talk about that with with economists, they just see that as a massively disruptive thing, because it allows the agent to spend the vast majority of their time doing what they’re really good at. And it’s kind of kind of one of my favorite pieces of the entire company’s puzzle.

Like it. Why don’t you guys go ahead and tell them one more time where you could get any other closing thoughts you want to add in here. But make sense, folks, this is very simple. These guys are doing some different setup for their stuff. But regardless, you have to do something different. You don’t get noticed. That’s what this is all about. Differentiation is a good thing in real estate because everyone’s doing the same thing. It’s not that hard to stand out. There’s only one real estate marketing Dude, that’s done on purpose. Right? There’s one other dudes out there. And that’s done for brands. I get it all the time. There’s a reason brand matters. USP matters, differentiation matters. So go ahead at right once you guys close it out.

Awesome. Well, again, thanks for having us, Mike. we’ve chatted about this over beers and excited to be talking about it. You’re on your podcast. For everybody who’s listening, signing up for bid my listing. It’s fast, it’s easy, it’s free. Go to bid my listing.com. Follow us on Instagram. You’ll see alerts come out. When we have listings. If you sign up, you’ll get alerts when there’s listings in your area. But we’re here to make a real change. We’re here to help agents deliver a great experience to home sellers. And we’re excited to be here and look forward to seeing you there. My listening.

Sir, I appreciate you guys. Thanks for coming on to the show. And thank you for listening to another episode of Real Estate Marketing podcast. Folks, if you want to build a personal brands very simple script, edit and distribute your videos and put you on the map. Real estate is not hard. It’s a giant popularity contest. And the more people know who the hell you are the more opportunities that arise because 10 to 15% of them are moving this year and 100% of them have a referral. And the one they always hire is the one they know first and foremost, at least to the tune of 80% So visit our website at WWW dot real estate marketing do.com Subscribe and schedule a demo with a dude quit waiting. What are you doing schedule now? Thank you guys for listening and we’ll see you 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 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 podcasts. We’ll see you next time.

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Viral Video with Colin Schindler

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We have a returning guest today and you might have seen him recently. He just launched a viral video called “All the Listings,” a blink 182 remix.

Colin Schindler, better known by his alias the Robed Realtor, ranks in the top 1.5% for transactions in the US. He stars in a Blink-182 parody video which quickly went viral.

Three Things You’ll Learn in This Episode

How authenticity boosts your marketing.
How to look at yourself as a brand.
Why do people need to relate to you?

Resources

Learn more about David Casey

Learn more about Ryan Kelly

Transcript:

Let’s get started What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude

podcast. We got to return guests today and you might have seen him most recently. He just launched a viral video. I believe the title of it is called all the listings and as a blink 182 remix I mean I’ve tried a couple of music videos myself and I don’t have a good voice by any means. And I just completely bombed on him but this fucking guy comes out does it was a legit music the the music sounded well it was good like it was it look, I would listen to that song. I would play it on the radio. So the sound was good. But the production was hands down like awesome. Like it was well worth the amount of time and energy I’m sure you put into that. So without further ado, we’re gonna go ahead and welcome back the robed realtor Mr. Colin Schindler.

Thank you, Mike. Appreciate you having me out again. And you know, kind of staying in touch the last couple of years been a crazy wild ride in between now and then and so it’s great to be back in town. I’m gonna this music video.

I’m going to tee up because you’re on the show we were just talking about before we hopped on here you’re on the show in May of 2020. And we’ll get to the video in a second but what what were we talking about on this show guys is how to embrace your personal brand and screaming from the fucking rooftops quit overthinking. What are they going to think about me? Oh my God, should I really do that? Oh my god, some people might think that I’m unprofessional. Listen, guys, the entire world marketing is about grabbing your inner beast, the inner authenticity from within yourself and just let it rip. You know, have you ever noticed that? It’s not the professional content that gets all the views? It’s the funny shit. It’s the entertainment stuff. It’s the stuff that all has one thing in common and that is authenticity. So when you get in the business of content creation, it works when you’re authentic regardless of it’s funny if it’s serious and resist or it’s not because authenticity is the one thing you cannot outsource you cannot fake or anything so Colin, when you came on the show originally you weren’t talking about this robed realtor. But now if you guys go to his Facebook page, which I highly suggest you should follow him on all your social channels. You have this concept of this robe realtor now who the hell is a robed realtor? What does that even mean? It doesn’t matter. Go look at his branding. Colin, let’s start with the robe realtor first because this ties into the viral video that you just released. So like, robed realtor, most people don’t have the balls to do that. Walk me through it.

Yeah, so you know, maybe you can put a link to the last show. You know, that we did originally when I was first out I was brand new agent seven months into the business. And you know, obviously wanted to stand out how do you compete with the veterans of the industry? How do you how do you gain attraction especially with everybody having something to sell? And using Facebook and Instagram as a personal promotion page? First and foremost, what what do I get to do to stand out so just kind of by happenstance, I pulled my bathrobe out and shot a my first transaction was a listing thankfully, I got very lucky there. Shot a listing video in my bathrobe sipping on coffee. Oh, that

was your Topsis that was your first listing

first listing first transaction first video and he

and he rolls out in a robe like who does that? Nobody. But that’s exactly why you’re one of the top agents in not only state of Wisconsin but in the country with transaction counts right now. See this entire business is based upon popularity attention if you don’t have attention, you don’t have a business. All right, keep going. This is great.

Yeah, so it is crazy to think about and see where it’s transplant transpired. So brand new years and seven months and two years ago, so not even three full years in the business yet. One of the top 1.5 As far as transaction volume and it is solely because I broke that bathrobe out gathered a large large amount of tension. So I kind of fed off that and I kind of kept using that and developed it into my brand my persona of the road Realtor you know it people have stuck with it and it’s been something that I’ve been able to leverage and you know, it’s become my brand. I’ve been able to do other things. I haven’t pigeon holed myself entirely into that. So I think I think that is very important. If you’re brand too, if you are going to pick this image, this persona, niche is very important. But you don’t want to be so specific that you’re not still attracting people. So you don’t want to be so specific that you’re not doing something different anymore. So that is always kind of been where I’ve been at, you know, the road realtor doesn’t necessarily just show up in the bathroom all the time. The road realtor is kind of this mysterious person where I always tell people, other agents, especially my goal with my videos, the content that I put out, when you see that thumbnail on my Instagram, or my Facebook, I literally want you to think, what the fuck is he doing next? Because that’s what attracts the viewership, people aren’t going to watch if you know, he’s going to be in a bathrobe sitting in the bathtub, doing what happened. You know, we’ve seen this one 100 times before. It’s something a little bit different every time and the road realtor is that it’s kind of just a mysterious guy who’s having fun in a bathrobe, or maybe something else.

So what I like about it is that you’re talking about your brand in third person, which is hard for many people. That’s the number one reason like when we get somebody come in and we start working with somebody, nobody knows what the hell their brand is. And the reason for that, guys is because most of you don’t look at yourself as a brand and understandably so like I look at myself as a dad, Father, follower, Christ. I likes the bears. But I don’t realize that that’s my brand. But when people like what he just said, right there, you guys are super important is that people first have to relate to you before they can ever do business with you first, but before they can relate to you or do business with you, they have to remember you. And if there’s two people that I’m going to just come across, and I’m just going to think that just think of conversations I had 10 years ago, and I met two realtors, and one of them calls himself the role real robed realtor, the other one calls himself John Jones. Well, I’m sorry, the robed realtor has my attention. And attention is marketing. And in a popularity contest, like real estate, where 10 to 15% of the people who see your content are moving this year, and 100% of them have a referral for you. The game is very simple. And it’s not theory. It’s based upon mathematics. Colin just had a video that got what are you at 125,000 views right now.

So there’s two different versions, there’s the Facebook version, and there’s the Instagram version, I think both are around that 130,000 mark, so over a quarter million views between

both video and that’s within like a two to three week timeframe. So I mean, if you guys really I know this is a local business, but statistically from those views, like I chase views, I don’t care like views and engagement, you get more views with engagement, so they go hand in hand, but just do the numbers on that 10 to 15% of the people who see that video will be moving 100% of them have a referral. Now, not all 250,000 of them are going to be in Cowen’s market, but it doesn’t matter. Have you gotten calls from out of state

mostly from other realtors. So that that, that 250,000 numbers is a you know, a community of you know, real estate professionals mostly. But as far as people who you know, I’m employed Wisconsin, South Central Wisconsin have my Illinois license as well. So I can service about an hour bubble. There’s some really big metro areas, Madison Milwaukee that I’m able to take care of Rockford, Illinois, where people from around the United States do have folks that are looking in these areas. So while I was you know, I, it didn’t necessarily, I mean, obviously hit my sphere of influence, like crazy. And it is one of those just, you know, extra things, you know, a piece of content that I was able to put out for my sphere to resonate with and laugh at. And, you know, it’s good for this area. But now with having the referral network, yeah, it’s gonna be well, and realtors literally around the country and, and even even, it’s crazy, even the world I received a voice message from someone from Romania the other day, so it’s, it’s cool. And it’s I haven’t necessarily seen because this is pretty fresh. So I haven’t been able to capture an ROI off office yet. But it certainly does not hurt to have other realtors knowing who you are, what you do, where you’re

in that with any videos can be very difficult to determine that ROI. Because these people might, you might get on everybody’s radar, but it might be six to 12 months until you see it. But the point is that you got on their radar first and that’s what always pencils, and what always works. That is really, really cool. Now here I have a couple other questions for you. Because this is what people struggle with on a daily basis. They’re always like, I want to go back to where you said this is the first video you put out. How do you overcome the fact that what are they going to say about me? How do you overcome the your own demons in your head? Because this is what this is what stops everyone from doing what you’re doing? Everyone wants to be where you’re at, but no one has the balls to get there or willing to put in the work to do it. Now if we rewind to his hear what he just got right here, folks. He was on the show two years ago, he was seven months in the road realtor didn’t come out to probably about 18 months ago. Give or take, right? If you’re on the show two years ago, realtor just came out just after that. So maybe maybe just under two years, almost. But yeah, two years to build a local brand is just like, I mean, that’s great. But you only did because you’re doing it differently. So how did you overcome that? Especially as a new realtor? That’s the most impressive part. Most people think they have to be someone they’re not when they start off in this profession, and you’re like, No, I’m somebody I am. And you’re gonna like me or not? How do you overcome that?

So I guess for me, and I want to be honest and upfront for me it is it is a lot easier for me. I did plays and stuff as a little kid. I’m like a golden retriever. I love being around people I love you know, the pets and the you know, Pat’s, and all that kind of stuff. So getting on camera and being in front of people or in front of the screen and having people see my face hear My voice isn’t necessarily something that I’ve ever had the hurdle that I’ve had to jump over. So I’ve been lucky in that regard. What I would have to say, though, to folks, because I do think about this all the time, I consider myself a marketer. First and foremost marketer realtor psychologists like that is that is my order, that is my job description. So marketer first and foremost, and when I think about it with my marketing brain, and I do I truly want to help other people, overcome their fears, and help them get on video and whatnot. When I think about it from a marketing aspect, and all the things that you see on Facebook and Instagram, because like I said, it’s a it’s a platform for self promotion. And, you know, dog pictures and cat pictures, and all that memes and all that other kind of stuff. If you’re afraid to hop on there, because of what people might think people are going to think that for a very, very short amount of time. They don’t have the attention capacity to remember what you did, they’re not going to laugh at you, because you stumbled over a couple of words. They’re not going to remember it. Even releasing some viral videos that I’ve done. Like, they, they get lost in the background. But it is that cumulative effect. People remember that they saw my face. Yeah, people remember that I sell real estate. So just getting over that hurdle. Just realizing that people aren’t gonna remember what you’re saying, or how you’re saying it or what you look like, if you had a little bit of toothpaste in the corner of your mouth. Like, there’s still videos that I do, I do a live video, I’m like shit, like, I go back and watch it. And I’m like, I had like some tooth, I don’t delete it or take it down. Because it’s whatever. One because people don’t catch it. Because they’re too busy to people. If they do catch it, they’re not going to remember. But the cumulative effect of the videos that I’m putting out, they know who I am, they know that I do real estate, they’re gonna call me. So there’s really no reason. If you are one of those people that are apprehensive about getting on camera, it doesn’t matter. It just it matters that you are doing it and that you were there.

Love it. Let’s dial into this video. Blink 182 remix. First off, what does that tell you? About three, four minutes.

Three, just under three minutes, just under three minutes able to get on tick tock and everything to so

did. How long did it take to create script and cost in any order you want.

So first of all, I want to shout out amazing guys that helped me put it together like would not have been able to happen without my buddy Andy, Phil Matt, their production company AP, AP and M media. Because this has truly been an idea that I have had since I got in real estate. It’s been this was truly a passion project. So it was it was really cool that I’ve met these guys within the last year. And some other people that made some of the other connections like being able to borrow a private jet, being able to utilize an airplane hangar for an afternoon. So very lucky to have been able to met these people that can make this thing happen in the last year. As far as writing the song, so it’s been an idea for four years. Finally, like when I sat down and wrote the song. I was sipping on some bourbon and it may be

the best idea maybe.

Yeah, you know, lucid, I’ve got the creative juices flowing a little bit, maybe took two hours to write a song, you know, and it’s like the Pareto principle for the song and anything like 80% of it happened like that. It was that last 20% that you know, takes the hour and a half so sat down write it these guys are in a band as well. So they tracked it they recorded the song I think I spent a couple hours in their recording studio. That’s your voice right? It is my voice it’s definitely you know, Ben blink rate too, is layered and auto tuned and so I’m I am not a horrible singer. You know, I have my my range and

my stone I would listen to it on the radio, but yeah, I

mean, it’s it definitely. I’m not a bad singer either. And it helped to have them kind of cleaning up and stuff so and having all that professionally done made it the production It was, I don’t even want to know how long they went in and edited and taken all that stuff. Because then the next aspect of it took about 12 and a half hours of shooting. So it was a full

one a one day, or do you guys do multiple is

one day. And the video actually almost did not happen. So, you know, that’s the other thing too. Like, I’m not some viral internet star. I mean, this video went viral. Yes, but I’m selling houses like, like we talked about, you know, I did 6770 transactions last year, another 35 or so this year, the video almost didn’t happen. I almost cancelled it because I was flipping a condo selling a bunch of houses. And I was just I was just too overwhelmed. So they talked me back off the ledge. And I was like, okay, we can do this thing, but it has to happen in one day. So yeah, the 12 and a half hour day of shooting and,

and it was a total cost.

So I promised the guys I wouldn’t really talk too much about costs. One of the things that I am going to say though, is if you are looking to do something like this, you know, definitely find and leverage people that are your friends that can make it happen. They were when I met these guys and told them about my dream, they like all pulled up like a sleeve, like on their shirt or like their leg and like they’ll blink ray to tattoos. Like they are absolutely obsessed. So it was a passion project for them as well. So, literally, you know, I would say that I got a really good deal. I pay pennies on the dollar for this because I mean, it’s it’s a 10s of 1000s of dollar production. Yeah, it’s probably

you could like you could that’s probably a five to 10 Yeah, 10,000 approach on a budget. And a lot of times people were like, oh, and I get this all the time, like, oh, what’s my ROI gonna be I’m not going to spend money on video of people who are scared to spend $300 on a video. But the What happens though, it’s not more content that people that that do it. It’s more impact the content you create makes. And a lot of people will come in our candidate Cory ball, who real estate marketing do we want you guys to do we want to do eight videos a month, I’m like, one, you’ll never do that consistently to your burnout. And three, it’s going to be boring to shit. It’s not more content, I would much rather have one viral video than 40 videos. It’s the impact that your content makes guys that really generates the attention. So it makes sense to go all in on a video like that because it pencils it makes sense. But people always think that hey, I’m just gonna go get on video because my real estate coach told me to go get video and check a box doesn’t work that way falls on deaf ears unless you really dial in your message, your brand, your persona, and more importantly your authenticity. I love that dude, that’s really really cool. What are you planning on doing next? And how much content are you creating a month with like rode realtor? Because you can’t do one of these once a month? It’s way too much. So what are you doing? What do you How is your normal monthly robed realtor marketing plan work?

Yeah, so I guess as far as what’s next for me, I’m still waiting for you know, Mark compass, or Travis Barker or Tom DeLonge to reach out and collab on something. So if anybody knows them, that’s listening. Let’s let’s get them in touch. Now, so I would like to do something like this and let you know because it was fun. Like I said, Truly a passion project the the virality of it was a cool extra bonus for sure. So I would like to do something like this probably, you know, once a quarter or once a year I’m doing something this fun, this level of production quality. Other than that, as far as other videos, because because it really is about the consistency it is like you said the impact of the video is the most important thing. So doing my listings and again, like it doesn’t have to be some crazy, super expensive production. You want it to be quality, you want it to be different you want your brand and you to stand out when you’re doing these things, but you know, just getting in front of the camera. So I do a video walkthrough for all my listings and I do try and incorporate a flash of who I am, you know, whether it’s shot, I’ve shot them beers on the porches, I’ve, you know, played played the drums and you know, just kind of doing goofy different stuff. So, continuing to do that for my listings. I’ve been very lucky to have a nice steady stream of listings. That’s all the leverage that

that provides the platform for consistency right there like I was doing Brad McCallum I think that’s Brad’s name brand apologist by all right, alright, McCallum so I had Brett, he Brad’s on the show. And his whole video strategy is just the listings, and he’s just really good on video. He doesn’t he’s not going out. It’s just when he gets listings. He does a video but he’s so him. His wife are so good at capturing attention. And I see that with a lot of yours. You guys don’t have to overthink this whole thing. You know, it’s a lot simpler than you think if you everything you guys do is content. Right? I mean, it’s all content that I seen one where you were like in a listing if I recall and you’re in a bath have, like sort of, like just relaxing in the robe. And then you’re just that was like the intro, I believe. But I just remember the robe Realtor in the bathtub, like being a realtor. And then that’s what I remember of that listing video, which is I just made that connection. that’s top of mind guys.

Yep. Top of Mind. And then, you know, it’s like, well, what if I’m not getting listings? I don’t I don’t have any listings. That’s, that’s great. But I work mostly with buyers, right? Do this, okay, then, you know, I also try and do a market Monday update, you know, I need to be better about it. But getting on every Monday doing a live video talking about what’s going out of the market, or things that I have coming up that I’m excited about, you know, and you do like, you have to talk about yourself, you have to brag about yourself a little bit, you know, you’ve got to be in front of people. So, getting a couple of pieces of content out a week, especially video is kind of Pinnacle, in what I’m trying to continue to do. And then you had that boy buzz recommendation the the last time that I forgot about that. That’s cool. Yes, you know, sitting down, you know, just different stuff because everything is the same. So sitting down with local business owners talking about what they do talking about the community. I’ll be bringing that back here soon to

you’re going to do it in a robe.

Probably not let us unless it’s an establishment that warrants robe I actually did one last year at a medical grade esthetics is when they do facial facial treatments and stuff. And I was I was in my room for that one and I got a cucumber mask treatment, charcoal something or another. So yeah, if the business warrants the robe, that’ll be there. But I was

I could I just picture this like kind of Billboard i 94, from Illinois to Wisconsin and Yoona robes because a lot more lacks relaxing north of the border.

I like it. I like it. But I, I’ve looked into billboards, and I don’t know whether I want a billboard for you know, an actual marketing and ROI return or whether there might be like a little bit of ego kind of involved there. You know, like, look at me on a billboard, I, I truly you need you need to spend money in your business agents, it’s important. Like, you have to spend money to make money if you want to get to the top. But I’m also try, I try and be pretty lean with with some of that spending as well. And especially if you can create this sphere of people, which is the most important aspect of your business, you talk about it on your show all the time, you know, remind these people, you can do that organically, for free, and people will become your biggest advocates and share and tell people about you. Say I, maybe maybe you’ll see me on a billboard the next time here.

Do you buy any leads? On all your sources of business? What do you attribute it to? 60 To 70 transactions. So you don’t have a team? It’s just you and I believe your girlfriend, right?

Fiance now Yonsei, congratulations. Thank you. Thank you. We brought I brought her on this year to help kind of run the administrative stuff in the background. But yeah, it’s just been me up until this point. That’s

a lot of transactions, guys. 60 To 7030 to 40 is a lot for an individual agent. Like a lot. I mean, that’s a lot of it. That’s a lot of work. You’re busy, you’re busy.

It’s a hassle. It’s a 24/7 thing, but you’re very lucky to be I’m very lucky to get to do what I do. I’m very passionate about it. It is a career and a hobby for me. So yeah, but yeah, most of that business is coming from my sphere of influence from people who know me and see me, I do pay for some leads here and there. Because I do believe in versus diversifying. I don’t want to get wrapped around but I got I got the Zillow but a very minimal budget in a you know, for me it is more to stay, you know, to appear in search results and things like that. And yeah, but the couple calls that I get here and there maybe they turn into something, maybe they don’t, but it is just one extra platform that I kind of, I feel like you’re gonna be involved in

one of the things I hear all the time is all my database already knows what I’m doing. I’m already doing as much as I can on my job is trust me, I’m getting the most amount of business out of my database. People tell me that all the time. And I go, Okay, how many transactions you do last year to be like 20? Like how many Facebook friends you have, like 1500 ago, dude, you got cheated on like 40 times last year? Absolutely not. You’re not generating enough. None of us are guys. Like you got to embrace that because every single person knows someone that could refer you to each year on your Facebook friend list. And if you have 1000 friends and you didn’t get 1000 referrals will tell you that not everyone knows what the hell you do for a living.

Absolutely. And it goes back and it’s attributed to kind of what we were talking about before. What I said before is people don’t remember the space is so crowded and you talk about all the time they don’t mean to cheat on you. It’s just that other people flooded their their view space with their information, their content and now their their care,

their attention. Everyone’s fighting for the same thing without attention. You will never attract but also without content you’ll never build a brand and if you never build a brand you’re just a salesperson chasing another check. You can’t run a business without it. That’s how important content creation is becoming in real estate it’s everything because you really care what doesn’t matter are you getting hired because of your brokerage or you get hired because you

hire because of me? Yeah, you know, I’m I’m not not taking anything away from my brokerage I wouldn’t be able to do the things that I’ve been able to do without the amazing people I have around me. But yeah, it’s it’s it’s me they they want to work with me which is you know, kind of one of the reasons why I love doing the solo agent thing. People are I built my brand my business on me being me and working with directly with with my clients. So it’d be hard to kind of pass that off to somebody else

so awesome dude. Super pumped to see all your success. It’s been awesome to watch you grow. I see you on social all the time. If I don’t comment a lot, I see you a lot of people see you just know that and keep doing what you’re doing, man. What else anything else you want to add on here? I think I got everything I wanted to get out of you today. But what else you want to share with the audience here?

Yeah, man, I, I just want people to know, like, again, I’m super appreciative of like what I get to do and if you’re not doing it from a place of appreciation, you’re not going to be successful. Anyway, if you do have the I’m firm believer that if you have ill intentions like you might do it and make it happen for a little while but you got to be humbled by what you do, you got to enjoy you got to appreciate it, we got to understand that it’s not just you doing either it is i i do take a lot of pride in what I do and what I’ve been able to create. But I also understand that I wouldn’t be where I am without the people that I’ve had around me to help me out that can make it happen. So I don’t know anything about editing videos I don’t really know anything about editing scripts I’m very fortunate where they kind of just come to me it my brain is more wired in that way. But if you’re not doing video and you’re not doing it because like you don’t know what to say and you’re you’re just not wired that way then here’s my point of view and like last point that I want to say is get you a real estate marketing Dude get you the people around you that you need to have to accomplish your goals because you can’t do it alone.

And there’s another bit of wisdom and you might be too young in your career even know this yet but I will tell you every single agent I’ve ever come across as I’ve had four brokerages, three teams I’ve coached trained hundreds of agents we have millions of people on this podcast what a what never changes whenever changes on any of this shit is where business always always comes from but every single agent who starts making money it’s usually around the three to five year mark telling you it happened to me my head blew up so damn big when I was making 50 100 grand a month 120 grand a month back in the day your head grows so big don’t let that shit get to your head because what happens when you start creating content you start doing well like oh I don’t need that video anymore. I don’t need that thing anymore. And that’s what happened to Colin he’s busy I’m doing 70 Fucking deals on beer I don’t have time to go out and do this video. What if you didn’t do that video you know what I mean? Be humble you guys you guys will get you will make money in this business but when you do be grateful for it and don’t start getting that ego because those are the agents and then they always fall on their face. I was one of them. I could tell you guys from firsthand experience I used to make millions of dollars and I fucking lost it all and went bankrupt and I built myself back up. So I will tell you guys that everyone goes through the ego what he just said was probably the best advice on this whole podcast and those of you that are in that three to five year timeframe right now when you’re starting to get that ego Oh my shit don’t stink anymore. Watch out. We’re gonna shift your thinking your shit is gonna stink really quick. All right, so that was great advice. Love that thank you so much for sharing that caller wants to give everyone a plug. If you guys have any southern Wisconsin business you want someone to take good care of them and make you look at your buck and Rockstar give the Colin your referral business com Go ahead and tell everyone how they can follow you reach you and whatnot.

Absolutely thank you for that. Also Northern Illinois so anywhere in Northern Illinois, I can help them as well they are licensed in both states. So if you guys are looking to connect if you want to send some business my way I’d love to take care of them and have fun with your clients. I would also love to talk to you about what I do if you have any questions you know you got a resource like Mike and I want to be a resource and help other people like they’ve helped me so check me out on Instagram at robed realtor and that’s our OB e d r e a l t o r find me on Facebook and Instagram there find me on Tik Tok as well not as active there. Or you know look me up on Facebook Colin Schindler let’s calm with one owl shoot me a friend request send me a message and let’s connect.

Love it dude. Love it. Love it. Love it. Love it. Thank you guys for listening to another episode of estate marketing dude podcast folks, let us help you script and distribute your videos and if you want short form content, we just released that too. Whether you’re doing long form videos and trying to rank on YouTube or you’re creating short form videos for Tik Tok reels, and all the other things that you want to do. If it’s on video, we can do it and we can do it really fucking Well, so call a dude now at www dot real estate market to do.com real estate market to do.com Thanks for listening and 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 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.

The Recession Proof Business Model with Ryan Kelly and David Casey

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There is a recession coming and what are we going to do? For the last seven years I’ve been telling you about the only recession proof business model. The only recession proof business model in real estate is your database, because people are still going to move.

Ryan Kelly and David Casey help realtors all over the country build their brand and better reach their database. Be sure to check their websites out.

Three Things You’ll Learn in This Episode

How to prepare for the recession
How important is your database?
How to build your brand

Resources

Learn more about David Casey

Learn more about Zac Shull

Transcript:

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. What we’re up to today, folks is holy shit, there is a recession coming holy shift. Well, things are happening. What are we going to do? You guys have been listening to the show. For the last seven years, I’ve been telling you about the only recession proof business model, the problem has been like if you guys have been listening in and taking my advice or not. And I told you the only recession proof business model in real estate is your database, because people are still going to move. And unfortunately, we’ve been spoiled over the last two years, because let’s be honest, this business was very, very, very, very, very easy. But it’s about to get real. And it’s about to get hard and the only recession proof business model, when shifts happen. This is my third one, guys, I’ve done this for 20 fucking years, listen to what I’m telling you, okay, is your database they will feed you all the time, the problem about 80% of the population is going to have right now and the real estate agent communities and none of them market their database, quite frankly, most of their database even though they are and now you’re going to be struggling because you never took the time to build that database or nurture it effectively because you’ve been converting so many damn Zillow leads. Instead of building a brand people know like and trust. So what we’re doing today is we brought on two gentlemen, on the KC market, these guys are broker owners, they base their entire brokerage just on referral generation. And there’s two different ways we can attract business or generate business either we chase it in prospecting, which is where about 10% of business comes from, or we could attract it, and generate it and manufacture it. And that comes from the people you already know like and trust or know like and trust you. So they built all that brokerage around database marketing, referral marketing, I thought it’d be a really good episode because this is the recession proof business model folks, what’s gonna happen in the next six months depending on your market is that some people are gonna lose their jobs the recession is coming in that means people are lose jobs, and someone’s gonna need to have a problem for them. They’re going to result to the first person they come into contact with. Most times, it’s someone they know if it’s you or not, I don’t know. But what also is going to happen is the cost of living is going through the roof. The affordability in California just came out yesterday 17% index, that’s insane. That’s why everyone’s getting the hell out of here. So we have a lot of things in the economy that are going to happen and people are going to need help. And I’m not saying doom and gloom because shifts are when you big is when you build your brand and make the most amount of money. If you niche down the only niche that I’m telling everyone to do is their database. So without further ado, let’s go ahead and and welcome our guests Mr. David Casey and Ryan Kelly, with Casey first real estate out of Kansas City what’s let’s go prepare, prepare

own. That introduction man 17% inflation in California is

a 17% consumer affordability index. It’s the lowest it’s ever been in, in the history of the state meaning that only 17% I believe how its rise only 70% of people can actually afford to live here.

She gotta get out of there man. I mean, anybody living in California that’s tough

come to Kansas City.

It’s so tough to Kansas City Can I just Kansas City have palm trees? Was Kansas City have a beach in Santa can ride my bike to you gotta bring your own? If so,

we got oceanfront property in Kansas City.

Yes, just a murky lake that’s what it is

the inside of your garage in the back walls painted and there’s a big ocean there and you guys drink beers and stare at

it all day. Oh, exactly. But if you love sports, partying and barbecue that’s us.

Yeah, Midwest I like it. Yeah guys love what

you said earlier about the recession proof with marketing your database video content is definitely where it’s at. We that’s how we built our brand really off of just past clients referrals and all that other stuff. I remember the first time I was targeted to your Facebook ad Mike and generating leads from your referrals in your Soi. That’s when I connected with Mike but man it’s been it’s been life changing just marketing straight to your database your sphere of influence past clients hell I couldn’t I couldn’t get a sphere of influence person to use me for nothing until I started using video content and marketing to those people.

Just because I started thinking you were somebody that’s what happens and everything right um so you guys don’t have brokerage in Kansas City. And I don’t even know if I just introduce you as David Casey Ryan Kelly. You guys are the broker owners in Kansas City and you guys have how many agents now? We’re approaching

80 agents okay and agents to

your guyses unique selling proposition that you attract your agents within you guys attract everyone you’re not like buying agent leads, you know like knocking on their doors are you people are just showing up. You’re attracting them? Yes. What you attracted Business when you’re in production. So you guys base your whole market on database marketing. So I like it. And that’s basically that your thing, right? It is absolutely, yeah,

no, it’s very correct. I think too. It’s, you know, a lot of new agents, when they get in this industry, they don’t really know where to start. And for us, I like we grew up together. So we have a good chemistry, at least we can almost finish each other sentences most of the time. And, like growing up, we were kind of the partiers in high school. So that always was our big thing. Yeah. I mean, you always do on like, a Friday or Saturday night, you come over to my house, and it’s gonna be poppin. And

sneak the bears in the basement, they’ll tell mom, Oh, it’s right through the window. Well,

Zach, uh huh, and so on. So, you know, like we, we drifted apart after high school, I went military, he went to college and worked at a Ford plant. And then when we came back together and merged as a team in Kansas City, we lean right back on events. I mean, it’s, it’s so underutilized in this industry is like, I would summarize it as like any event based strategy to grow your business. And I just want to reduce the friction between the consumer and myself as a professional and how I can service them. And what better way to break the boundaries is come to my party, have some drinks, and let’s talk shop. I mean, make it very casual and easy. So we built a whole model around that.

And you guys did how many? When you guys were in production? How many events were you doing? A year,

for sure, monthly seminars.

They could have been live video on Facebook, they could have been in person, you know, we did a little bit of transitioning there during COVID. But

we always had something like so we advertise you do weekly open houses, that’s an event if you do it, right, monthly seminars. And then you do quarterly events for the clients and those events like we leveraged on the Ford plant, because Ryan, he worked there for a while it’s a Union deal. So everybody’s pretty tight knit. We want to crack the code on how do we, you know, get embedded in that community and capture most of the business that’s occurring?

Should you not our first year, we were able to extract 1% at a 7500 people that work there, we literally sold 75 of them a home. So a stop of marketing to the database.

Yeah, when you’re, let’s define marketing to the database, because most people in agents are gonna be like, hey, well, I need to fucking talk about real estate, like interest rates and all that, like, what’s the content? You guys are talking about? What what is marketing? My database? Me?

Yeah, if we got really tactical, Ryan jumped on that group, he friended everybody he could. So yeah,

they had their special k cap page went to the members added everybody on Facebook. Now I have once they haven’t been back, I was able to push out that video content and buy them to the events. And yeah, it was awesome.

Well, then also what you can do as well, when they accept your friend request, you can ask them to like your personal Facebook page or your professional, and then run boosted posts to friends and friends of friends. So we get some static billboard style ads, we put like a couple of bucks a day behind it. And just we just knew when they were scrolling through Facebook or Instagram, they’d see our faces popping up for home buying journey here home selling, and that we didn’t expect anybody to click on that or reach out to us because of that, but we want to just do ingrain in their in their head that we are real estate in Kansas City. And so now when we invite him to things, I mean, it’s just It’s butter on toast,

low pressure. Come on sell me.

I think the problem that everybody has is they don’t know how to carry on a conversation without talking about work, when the purpose of carrying out has everything to do with it work. I mean, and it’s like, like I would be like like if you just use this example to show but it’s like if you like don’t talk to your significant other like you’re in good divorce like it just what happens, you know, like, well, if you don’t talk with your database, they’re gonna divorce you too and they’re gonna cheat on you with another realtor. So you can’t not talk to him but how you talk to him is extremely important too because you can’t just always be selling your shit like look I get your in real estate guys like shut the fuck up. I don’t care about interest rates right that’s what people will say and that’s why no one wants to read your interest rate or your market update emails that’s crap content market updates. i There’s a place for I’m sure. But is that something that’s going to really like make your database like you’re gonna get a lot of engagement on that stuff? No, because we just have to nurture and just remind that’s well good you guys are so let’s look at their marketing plans. Let’s take dive deep on this. I’m guessing this is what you guys are teaching tell me if I’m right or not. But yeah, weekly open houses when they’re at the open house, they’re doing a live they’re doing stories are doing pictures, they’re sharing all that shit and reminding their networks and all their channels that there’s an open house. They’re probably circle prospecting in the whole neighborhood notifying all them there’s an open house because your goal is to have them have a couple of conversations a day. The second part as they’re doing these monthly seminars, so there’s the authority, hey, we’re doing monthly seminar. It’s not if they show up, who cares if someone shows up. The fact that you’re doing a seminar already tells me you’re an expert, otherwise you wouldn’t be doing a seminar. Correct. Paul Ryan, do you know how to cook?

I gotta watch something. But yeah, absolutely. You do know how to cook. I can cook straight in the

hamburger fryer.

You know how to play croquet? I do not. Okay, so if you got on and started playing croquet for five videos in a row, I guarantee you everyone thinks you’re a fucking professional croquet player. Oh,

very true percent.

That’s how you know, I’ll tell you this right now, Mike. Whenever Ryan first got in real estate, I said, bro, I promise you two weeks of posting videos every single day, you will become the real estate guy in your market. And this was back in 2017. Because I was doing that in Phoenix, Arizona. I had all my friends in Kansas City hitting me up saying can you sell my house my buddies out? I was in military with him in Alaska, Bro, can you help me out all because I was posting videos every day. And then he did it. And it literally like, overnight.

So we’re chasing attention. You know, when I first realized Facebook was like a big lead source. It’s 2011. And we’re crushing short sales at a time this is like Facebook was still a lot of tax video wasn’t on it yet. But I remember I was did an event in Scottsdale and it like 200 people in the room. And the night before the event. I just did this as a test. Like I said something about short sales. And at that time in the market 33 or 32% of the market was underwater nationwide. Wow. So it was literally one in three people own a house. Fuck I needed your help. That’s why we dominated no one else knew how to do it. We’re the only shop in town. And I realized like holy crap, everyone here live somewhere. Everyone here is moving. It’s just a numbers game. You guys, let’s break down the numbers on the gurus. The gurus tell me when I pick up the phone and cold call whatever guru you’re listening to. The Guru is going to say, Hey, you’re one more know from your next Yes, pick up that phone and call how many of your agents can actually pick up a phone and call because that’s how it still works? It’s the problem is that no one has the balls to do it. And no one wants to do it. Right

Mike work works. And people they’re just afraid to do the work. I mean, if you just lean back on the tried and true method, you will get a piece of business from it. Now are you being as tactical as you could be? Maybe not. But I mean, just grabbing the hammer and swinging, you’re gonna get something? Yeah, for sure.

That’s what prospecting is, it’s the grind, but no one ever last because they burn out. Right? No one wants to rejection. But when we’re talking about marketing or brand, it’s really the same thing. Because that’s a mathematical formula, right? You throw enough shit at the wall, eventually, you got to figure out what the ROI is. And then you know what your numbers are? Well, let’s share the ROI with marketing your database, folks, because it is also mathematical. The number one reason I believe people don’t market their database is because they don’t know how to attach an ROI to it. And therefore they never measure the effectiveness of the content they’re creating.

We are huge on numbers and p&l is and you’re 100% right? When we start started doing that accounting, we look back on what actually work, we’re spending, you know, 1000s of dollars. And it was like a sphere of influence. It’s for employees, it’s our events. It’s our Facebook content. It’s our buyer seminars, it wasn’t postcards, $1,500 on billboards and Zillow and all that other stuff. That’s the ego stuff. I had clients coming in knocking on the door saying just lists me, why the hell am I gonna take that Zillow phone call? Yeah, that’s how I got so

why is it that we feel like we’re accomplishing some just because we’re buying leads, even though we’re not following up with them.

It’s that instant gratification.

It’s crazy. You feel like that’s what you should do.

I think that’s where it really comes down to.

I can’t tell you how many people I’ve seen even people that we’ve worked with. I won’t name any names, but I have someone that we are working with. And we only shot one video like Oh, then they saw another shiny object and then they went to go buy a bunch of leads. I can guarantee you you’re getting your ass kicked right now. Because the time that that happened, and I’m not like talking shit, I’m just being honest. Like, you’re gonna go and you cannot. When a market shifts like this, the numbers all change. So what’s going to happen? My guess is there’s a shitload of teams getting their ass kicked this month, and next month, the ones that are spending 2030 40k a month on lead gen because what happened is, is that the market has changed. Everyone’s your ROI has changed, because you cannot rely on those exact numbers still, because the virus isn’t sentiment change. So if you’re converting at 20% in the previous market, you’re not doing that anymore, because the sentiment has changed. Therefore, you cannot rely on ROI for direct cold marketing in a shift like this. The ROI for warm referral marketing is very simple guys. 10 to 15% of your people move this year 10 to 15% of the people on your Facebook feed your IG feed your LinkedIn followers, your email list, your direct mail 10 to 15% of people that you walk across in the grocery store. 10 to 15% of the kids parents are the shockers game so your kids soccer games, at the gym that you walk through that you drive by. That’s the number the business has always been right in front of us. Most don’t know it yet. And this recession there’s gonna be a lot of people gonna have to move they don’t know yet. Trust me. So really,

if you’ve got 1000 folks that know you like you and trust you, I mean you’re converting 100 to 150 people.

Well, you’re not converting them. Yeah, because most of them don’t know what you do yet until they do. Yeah, which is why you create content. You know, there’s some

people though that’s there’s 100

to 150 opportunities in there. Yeah.

And when you do, what’s the the numbers? I, I’ve been told this for a long time you get 2000 people in your database, you should have a million dollar business if yes, nurtured effectively,

if they all know what you do correct, because those are the numbers now, here. And here’s the other half, though. But in most people when they market their database, they do it for their direct business. No. Because 100% of the 1000 people you just mentioned, have a referral for you. Yeah, because everybody knows someone who’s moving this year, actually. So when you chase referrals, you naturally attract direct. Right? It’s when you chase sales, you don’t attract anyone, because everyone knows you’re just on a soapbox selling your shit.

Exactly. Yeah. And you know, that’s why we were so heavy on events, because you get so tired of sending that same message out of, hey, I’m in real estate, do you need to buy a house? Do you need to sell your house? I mean, go through your Facebook message thread and see how many times you sent that to the same person. They keep ignoring it. Yeah, they turtle at that point, people actually

do that, like people actually Facebook Messenger and just cold call people, hey, you need to buy out like you guys are doing that. Don’t ever do that again,

you know, don’t ever do that. And that’s why like, I want that random coffee shop interaction where I find somebody who I maybe went to high school with or a past client or a friend of a friend. And they say, Oh, hey, what’s going on? And then it casually comes up that maybe they’re looking to buy a house. And instead of me jumping straight into sales mode of talk to my lender, which I could obviously do, if that’s what they want to do, hey, I’m doing a seminar this week, you should probably tune into it or come by we have some we’re giving away gift cards and friend food bring some friends like it’s gonna be a good time come hang out, learn about real estate. That’s, that’s one of the sales pitch.

It’s good. Well, it’s more about the touches. Like I don’t care if they show up to your event, the facts like oh my god, David’s have an event that guy must be doing something right. Maybe I don’t mind the market yet. But I’ll take a mental note of

that in there every month. So if you miss this month, come next month, no big deal. We’re always doing it low pressure. You know, if you ever read the book, seven levels of communication, they talk about this. And it’s like a layer. It’s exactly okay. And so, you know, it’s Casey.

Yeah, he was, he was like Leawood or the Kansas, Kansas somewhere around

there. And, yeah, we actually did a, like a little one on one with Him with our company. And, man, the nuggets he dropped, it’s all about the invite at the event is cool, you know, bring it all the 100% button, then as a follow up to the people who showed our you couldn’t make it. Yeah,

so let’s do. You’re exactly right. When I was in Chicago, we saved these mega events, the largest one ever had, I think had 850 People show, it’s not bad. And we would run a nightclub out because the nightclubs didn’t have a kitchen to close down. So it’s the cheapest and that would sponsor the liquor. And from my girlfriend at the time worked at Bacardi or some somebody was I had all the ship paid for and I had all of our vendors, but we would have 800 people. And the reason why we would that we did it twice in a row two years in a row. And the reason why we did the events wasn’t for who showed up, it was for all the touches around it. Because I know when we’re doing an event, we sent out direct mail piece, so did all 15 of our agents, then all 15 of our agents send out email pieces, and we ran ads even for the event. And then once we were at the event, we shook hands kiss babies, and then we are done with the event. We sent them back the video from the event of the time that they missed. And then we repurpose the whole damn thing. And you get a bunch of video footage from the event. You get a bunch of testimonials. There’s just so much content there. But you’re right, I would get business from it every damn time. And we would spend about 15k on these things are out of pocket. But it penciled in like 6090 days. Yeah, because of how many connections that you have there. And I would get some of the agents would invite some of their clients. And it was my event. And they didn’t sponsor and I ended up selling their clients shit. They forgot who they were, they just ran in there from a friend of a friend. And I remember what’s one of your events a day, they’re invited from a friend of a friend of a friend and all sudden they became a client. Yeah, this is about attention, folks. This is all this is attention. Attention, attention, attention attention. So let’s get into you guys have an agent accelerator program in your office. And I’m actually going to Kansas City. What am I going against pomp August 4, August, August 4, we’re gonna be having an event in Kansas City. So if you’re in there, you guys can go to that event. If you’re in the area if you want to fly in. That’s cool. But why don’t you what we’re focusing on as a sole agent accelerator program. Walk me through it. How does it work? What do we do? What is Agent accelerator?

Yeah, Agent accelerators. We basically dissected what worked in our business, how we were able to get 30 closings stacked into one month as a team during a pandemic, our tried and true principles. And then we’re bringing in some heavy hitters as well that are growing massive offices running powerful teams, and really getting after it national speakers as well. And they’re going to open up their playbook. We’re going to take you from day one agents to even seasoned vets and show you how you can implement these practices into your business and crush it in your local market. It’s going to be an awesome event. We’re gonna have a lot of content around that as well. So you’re gonna get some free resources from each of the speakers to downloadable PDFs, things you can implement in your business right away. This event is It’s very cheap considering the amount of information and knowledge you’re going to get.

If you don’t get that much value from this event you didn’t show up, you didn’t

show you’re not implementing you weren’t paying attention, you should be able to get at least one piece of business for sure. With some of the tips and tricks that are going to be shown here. It’s going to be a lot of fun.

Like get get your tickets, let’s go into some of the topics we’re gonna be chatting about, I want to know specifically on how you guys work the system, like if I’m an agent in Kansas City, I come into your guys, what does your system look like? What are the touches? Let’s break it down.

Yeah, so I mean, it really depends on if you’re brand spanking new. I mean, it’s the basics. It’s like, Do you have a Facebook? Or like, Do you have a friend group? Like, where can we start pulling business from because like you said, we grew our business off of referrals, people that know us, like us, and trust us. And we parlayed that into friends of friends, and then an outer circle of that. So we got to know where you’re starting from first, because not everybody is exactly the same. But bare bones right off the bat, you need a website CRM, you need a funnel that you can capture clients through, I call these mouse traps. We just need to get you into a rhythm. So hook you up on our website, CRM, show you how to run some free Facebook posts online, let’s get some passive buyers rolling through just some Facebook messages people to practice on essentially, what a second race? Yeah, we’re doing scripts, I’m gonna get you inside of a house of vacant home, you’re gonna start doing some home tours, let’s get you comfortable opening doors, showing off properties and demonstrating to your sphere of influence within that first two weeks. Hey, I’m in real estate, I’m taking it serious. I’m excited about it. And I’m here to help.

So you got to force them to create content, in a sense,

absolutely have to will pull out the camera right in front of them, hey, it’s showtime go.

Yeah, like we need to get them out of their own head. And we need to just get them comfortable just being in promotion mode. Because at the end of the day, we’re marketers, this is a contact sport. If you’re gonna stay in your turtle shell and not come out, I’m sorry, it’s gonna be very rough industry for you. Like it’s, it’s gonna be tough.

What’s a better way to learn your scripts and how to talk to people to convert them through video. Like when you do that through video, you learn your pitch, you learn exactly what you’re pitching. And then when you talk to real live people, you’ve already been through it. Like it. So

those are some of the basics, you know, we can start there and then just start building off of that. We got tactical strips, we want scripts, we want you to message certain things to your entire database, you need to have some type of intro to that your Hey, now I’m a real estate agent. A tip for some of these agents too, that work really well. Those Welcome to the Office posts, those ones where you get tons of shares your whole family, you know, bloodline loves it shares it, comments on it, all your high school friends, I mean, some agents will roll in here, not knowing what to do. But they’ll have 400 likes, loves and comments on their posts. that’s those are your raving fans right there. Hit every single one of them up. And you know, it’s not the typical, hey, like if you know anybody or you know, it’s not, it’s not your typical hammer real estate agent, let me know if you want to buy or sell a house. It’s a little more specific. And so the message that we think you should send out right up front, and if you know a better one, I’d love to hear it. But it’s worked out well for us is, hey, with inventory being so low, we have some buyers that are looking to find a home if you know anything off market, please let me know or Nova may looking to sell. It’s some variation of that. But it’s a showcasing the fact that you have some type of buyer pool and be that you’re trying to find off market homes for them going the extra mile. And if they know of anybody to let me know. And you’re not asking for direct business,

one of

our brand new agents are getting contacted Phil on that point.

Um, at that point, I think we just let the conversation unfold. But usually it’s people you already know. So it should be like a friend or like a sister or something like that email phone number, put them in the database. And so we actually have one of our newer agents she got she got three listings from that one. Message blast. And that’s just easy, because it’s,

let’s, let’s do the math on it. Alright, so let’s go back to gerbil. Yeah. Where’s your next? Yes, from your next No? It? Well, it’s 10 to 15% of people are moving directly, but 100% of people have referral for you. So you’re right, what you’ll see naturally is that one out of 10 calls one out of 20 calls will be people probably moving directly in the next few months. Because remember, out of that 10 to 15% Most don’t know they’re moving yet. This year, there’s gonna be life situations that happen. So that’s why that number is always cut in half. But 100% of the people have referral for you. I used to do some similar, but I would just invite them to a party and I would just even if I didn’t have the party. Yes. Yeah. Like I loved the whole reason I had party is just to build a database. I’m like, yo, what’s up, dude and talk to you? Well, hey, what’s your address? What’s your email I’m sending as party. We’re gonna get everyone together and see neighbor, well, then what do you have in a party for? Oh, it’s my real estate company. And then there goes in like that would always work. Well, and because no one ever says no to a party invite. And then when at the party, you’d have to sign in so we would get the direct mail and then we would have a raffle. For so I would get direct mail build a direct mail list everyone signs in with an email list and then all of that shit just gets retargeted for for life essentially, but yeah you just have to have that initial excuse a value and start the conversation off because if you don’t own the data like if you don’t have an email address if you’re not friends with them on Facebook if you don’t have their phone number you can’t market them can you?

No you can’t and I love that that party event because then it parlays into you should be setting an open house right away get some reps in go to or some open houses if you’re uncomfortable see how other agents are doing it they’re probably pretty lazy got three signs out total if that the doors probably shut it

down that would be me right there

make some video content I was I was

just hoping no one will show up I’m like hey no one’s showing up I’m gonna sit out here smoke a hitter and hope no one comes in the wall comes in the door that was me when I was 25 years old.

Our our mega open houses man we would we would door knock and flyer drop the neighborhood promoted. Promoted aggressively.

You got a 60 foot gorilla outside of one of those. Back toss

in the front yard. We’re grilling, cooking hot dogs for people we get 20 to 40 people roll through

that. Neighbors. I’ve seen a lot of people do like Taco events and that would be really fun. Like do like a world WWF event the front yard of an open house. There’s like two guys out there rustling or just have like sumo wrestlers in front of an open house just in the grass. So I’m sumo wrestlers have an open house. What the fuck? Who cares? Like that’s the stuff that people look at me like, What the hell are you doing? Oh my god. Oh, the realtors. The realtors that have that sumo wrestler at the house? Yeah, there’s got to be that one thing that the connection

has to be Yeah, that’s huge. Um, yeah, I mean, I closed my biggest deal from Dornoch or from open houses by doing an air pods giveaway. It was like a $780,000 by

the only the person that one was the unrepresented buyer who’s serious. They want out of a hat and there’s like 30 names and they’re all the same person. I

mean, you could go crazy with this stuff. That’s why I love open houses you can build, you can really hype and even up get a whole neighborhood involved. And if you do it consistent enough, you’re going to become the authority.

So your open houses though you’re making an event out of it. Is it absolutely okay, so let’s go into that a little bit more. It’s not just an open house. Let’s go to some more examples. It’s fun. So you’re creating an event. Okay. I didn’t catch that first time. It’s not just an open house. It’s an event open house. So there’s either like a taco truck or something different.

Absolutely. I mean, like we would do these repetitively. Every week it was there’s a flow Monday, we were following up with open house doing the giveaway, and we do the raffle live. And I’d go give it to him and do a picture. And then we were all into Tuesday kind of game plan for the next one. Wednesday, I’m locking down the open house. This is when homes are sitting a little bit longer, too. And then Thursday or Friday, I’m flyer dropping, I’m doing some type of promotion getting out there in the streets. And then come Friday or the actual day, the open house, whether it’s a Saturday or Sunday, we’re putting a lot of promotion behind it. Oh, well, I miss Friday, I’m shooting some promo videos for the giveaways I’m doing targeted. So short, little like six second video clip, stop by my open house to win this free Amazon gift card.

And you want to win a free Amazon gift card while he goes out to the open house at 123. Charlie?

Exactly. We do some of those, I would target those before Facebook had to open up your real estate ads to 15 miles, you could do them to really condense ratio, or radius and we would do those and just try to get as creative as possible. And just make it fun. Um, and so yeah, like I call it running for mayor. So anytime I do one of those I deploy that strategy as if I’m running for office in that neighborhood. But yeah, that’s just one of the events. That’s just one of them.

And then the monthly seminars are probably like food, are they were they doing these monthly seminars? Your agents, they do them at the office? I think them in their house? What are they do? They do pop by dates? Like what are the

we would do them at the office? The number one trick that we had found had so much success for one of our buyer seminars. I mean, we had our vendors there and they’re like, Hey, guys, we come to these a lot. If no one shows up, no hard feelings, we’ll just hang out, literally had a line out the door. The tactic that we had used was we created an event on Eventbrite monthly seminars for buyers, we would copy that link, and we post it all of our friends on Facebook, man, could you like and share this page, and then they share it on their Facebook page, they would get interactions we’d have like 65 shares, and then you just take that little link, you send it to your database on Well, we use chime technologies at the time but you send it out as a mass text mass email with a little video Hey, we we help so many buyers answer their questions and it’s crazy much points.

Yeah.

And you know, whenever we’re send this out to our friends and all that stuff, we’re never asking them to come. We’re saying can you share this can you promote this and then letting the conversations unravel naturally?

You have 46 shares, you’re gonna have some people you know, it’s like

the end algae I heard Grant Cardone say this once but he’s like you know in sales you have a choice to either be Rambo with the with the 50 Cal blasted down trees in the woods shoot and everything or you can be the predator and and you know people they think they want to be Rambo just shouting asking for the sale like closing them hard when in reality you want to be that person that sneaks up right behind him didn’t even see you all the all the asks all the Hey, do you know this person all that whenever it comes time for that person to make a decision, you never asked him directly, but they’ve you’ve been in contact so casually. Yeah, they’re thinking of you. And now in that aspect, you’re the predator. And and that’s I believe you should be marketing.

So there’s a constant or a consistent theme here. And it’s three words long, it’s the center of attention. Yeah, yeah, absolutely. Be the center of attention amongst your database,

we would have that we were so consistent with a follow up and stuff, they would feel bad if they use another realtor, then it’d be like, ah, Ryan, sorry. But you know, my sister, she was a realtor. So I hope there’s no hard feelings. Hey, absolutely. Get it, it happens. Do you know anyone else that would use that? Oh, you’re

nice. You’re nice. I’d be like, what’s what? What did you just do to me? Uh huh.

No, my language,

you know, we had to make one of our core values. First, because man, we went through so many different like struggles with people using other agents or, or not even that, but like, like, just deals falling apart, and just things just going crazy or haywire. So when you’re closing a lot of volume, I mean, you didn’t have anything. And so our motto was relationships first. So any of those situations, it’s like, hey, because nobody wants to feel bad like that, you know, they already feel bad. Like the example rounds us and so if we come out, and we combat, you know, somebody who feels like they don’t want to talk to us right now, because they should have used us but they didn’t. And they don’t want to tell us what they do. And then we come at him. And we’re aggression. We’re aggressive. We’re using aggression as, as our tool in that moment, it’s just not going to create a win at all.

We’re like, hey, congratulations, great house. Who else? You know,

we already took the L, we already took the L on the chin. We don’t need to make it a worse situation. So how can we extract something good out of this, it’s gonna benefit us

because I wouldn’t I would not have that patience. Personally, I had a good friend of mine before. I love Chicago. I had a good friend of mine. Now we’re friends again, but we weren’t for a couple years. And then one of my other like best friends who I trained in real estate, right? backdoored me with my other best friend. And then they didn’t tell me about it until after I saw the closing at $750,000. I was like, bro, you guys first I trained you. I’ve sold you four houses. How did this happen? Behind my back? Yeah. And I remember that day. And I was like, Dude, I got I get I get pissed about that kind of stuff. I don’t know how to do that. Well, how you guys handle it is how you should do it. Yeah,

I mean, do we just go on offense? Like, I want to prove you so wrong. And that decision, I’m going to be this the real estate celebrity now. And the number one thing that I’ve learned in this business is you want to create more people working for you than against you. Like, you got that one person working against you. I mean, you’re taking a loss time since

how do they say like one good review gets shared twice, but a bad review gets shared 10 times or something like that, or as a

post and I think it was in lab coats or maybe real closers the other day have an agent on this exact topic similar and they’re like, I’d like to say the situation was a seller canceled the contract, and they’re a buyer or something, and the agent still went after him for the commission. And they should have they should have just chalked it up and left, you know, but they’re like, No, I worked hard for this money. And I’m like, Dude, the negative publicity just on you putting this on Facebook yet alone. Their database like that one person who talks bad about you will cost you a lot more than it felt good talking about about them.

Exactly. So we just, you know, we we scream internally, when we close the door, we’re like, Buck. All right, we got that out. Okay, let’s just ask how do we extract the when it’s like that agent that goes on a listing appointment? And because instead of that, they don’t want to take a 6% commission they do. Like the buyer or seller wants a 4% and they walk away from it when the vise 95% of the work yeah, that was me to probably just put a sign in the yard, get it under contract and collect your little bit of coins and just move on. Or you’re not gonna get 80% of the work, you’re gonna walk away with nothing. So how do you extract the wind out of anything? What’s your value? What’s your time worth? And there are situations where you should say no, we’re not being disrespected. I have a whole course on that inside of our, our new agent orientation, where I go in depth on that because there are times we should draw the line because people do get a little confused. We say relationships first, you want more people playing for you than against you. But there comes a time where people are just flat out disrespectful.

Yeah, that is well that’s the entire purpose of building a brand when you when you start off in real estate, you’re gonna have some shitty clients I mean, you got to do what you got to do. It’s a grind the first two years you’re gonna have to put in the work to make it but the entire just to put me on the same page or the entire purpose of building up Mirantis so that you work with people, that one come to you, but there if they come to you, that means they’re also more than likely just like you like you’re you should enjoy. That’s what attraction is. You can attract people you don’t get along with it just doesn’t work. It’s just not by the law of attraction like, like, that’s not the way God wrote the rule doesn’t work this way. Like, I could be me. And I’m not gonna attract anyone. I’m not like, because I’m being me. No. So like, I wouldn’t, I will repel attorneys or anyone with a suit on to be honest with you, like, I will repel the shit out of you. You guys aren’t my clientele. But I know that and I’m fine with it. Right? Right. But I also get all the dudes, the bros the chicks, and all that, because that’s part of my brand. And they all live somewhere and some of them are really rich. So that’s fine by me. salutely Yeah,

no, that’s 100% True. I think you got to find your niche, your group. I mean, that’s why whenever we leaned on events and trying to grow our business based off of those activities, we looked at, okay, where’s most of our business coming from and what feels most natural to us, and we just leaned in on it. Now, I don’t necessarily, I don’t gravitate towards like big bikers with a bunch of tattoos. But if they work at the Ford plant in, they fit that niche group. They’re, they’re my guy. Yeah. And like, you know, so it just, it just goes like, what kind of category are you going to market towards? One thing I’ll share with you too, how we infiltrate some neighborhoods. And we did this when we first launched our brokers beautif right before we stepped out of production, but I think if any agent did this in their market, they would crush you just got to do it a couple times. A local neighborhood high price point homes, at least for our area was like five 600,000. Yeah. Which is solid in any market. We said, Hey, we want to do a food truck because they do this pretty often we did a talk. And we said, you know, we want to do it for your neighbors because we sold a couple of houses. One of our past clients was a friend with one of the HOA board members, they let us onto the community page, myself and Ryan, what we did was we promoted the event, say, hey, taco truck, come here Tuesday, whatever time

it was added every member in that. And that HOA page added him on Facebook.

So now we were going to be removed from that group. So we just captured as many friends as we could in that moment. Because now we can retarget them like we discussed earlier in the in this episode. But we did the event blew it out did some video content around it. And literally everybody came up to us and said, Are you guys the new?

What is it? We were the only agents in that

exclusive? Yeah. Are you guys the exclusive

real estate because you had a taco truck? And you did a video?

Yes. And if we would have done that, probably one or two. You know, another time after that, we would have definitely picked up more

luck, I will tell you the number one thing that I took from, you know, social media marketing, doing those video contents, people think you’re a professional.

So not only is the I was gonna, I was gonna ask that question. Not only is the

appointment easier, you get the listing no matter what, if you fuck up, they’re like, You can blame something. And they’re like, No, I mean, Ryan, he, he would never like, I trust Ryan. I trust Ryan like, that’s video and you know, that buyer wasn’t pre qualified or whatever we put the offer in on the house. They’re like, Oh, no, it’s fine, man. And it’s just because they they feel like you are the professional because of all the content that you’ve done. Yeah, can’t go wrong.

No, you’re right. I was gonna say you could probably went into that neighborhood never sold a house in your life. And they were still thought you’re the expert.

Absolutely. That’s the best $600 we ever spent. So does anyone.

There’s an idea I thought about doing that I want to do I just I think a great idea would be to have a junk hauling truck for a neighborhood. Oh, a junk party. I have so much junk that I want to throw out that I can throw on a regular trash and all my neighbors do too. But can you imagine having a just just renting the junk truck and having the neighbor’s pitch and like the junk truck would probably cost you 2500 bucks. Right? Everybody in the neighborhood? Get rid of your junk? I think that would crush it.

I think so too. That’s yeah, that’s actually a really good idea.

Well, you guys test that. I’m just curious. And we’ll do a follow up show on this. Yeah, we’ll try. I’ll get some of my agency. I don’t know if they will. Because I only have three right now. But yeah, I think I think I think they’ll crush it.

I mean, you know, I think getting involved in the community is is is an easy play. It makes a bigger impact. And it shows that you actually care. As much as you’re promoting your business while doing these activities. You’re still doing some bit of good. Yes. Whenever me and Ryan first teamed up together. I said, Dude, we got to do an event and we got to have it not just about real estate. So we partnered up with city Union Mission, the largest nonprofit charity organization in Kansas. Yeah, love it. They gave us a bunch of barrels. We put them at our friends that own restaurants and bars. We didn’t know them really. We just were friends on Facebook. We hit them up in their DMS they can we drop off a barrel. We wrap that barrel around with two logos, the the nonprofit and then our real estate company and we did a coat drive. And then we did a kickoff event for it invited everybody. Everybody in our database came out to it is are at one of the bars. Yeah, no other pub. It’s Sporting Kansas City or football club. It’s soccer here but well yeah, well FC Football Club. And so we came out there and it was a great event good turnout. And then we just kept that going that that. That was a sponsored ad for a year that marketing campaign lasted for six months. They’re like,

Wow, you guys are experts at branding and marketing and attention. And it’s duplicatable. Right? Like as long as you have. I will say this the only time it doesn’t work is when you’re doing this in front of a bunch of people you’ve never met. Is that fair?

Yeah, that’s very fair. Because I tried this in Arizona and it kind of fell on deaf ears. Yeah, I didn’t have a sphere of influence. I didn’t have a database I was building that’s my

problem here. I don’t have the database I have to do lead gen here. But um, you know, my whole my whole business model is very similar you guys out here is that I just blow up brands and then do all the marketing for him. Same thing like you guys are teach given them a system that you have, and they’re really, it. It’s all the same thing. There’s you guys there’s so many ways to generate buzz around your brand. And that’s the key is like you just got to be in front of people. And it’s about reminding people what you do versus telling them

exactly how people who stay consistent going fearless. We have agents that come in first 90 days are closing 10 Plus homes.

What do you think so it’s

what the phone call for sale

by owners to like you’re just crushing like these prospecting type leads as well.

That’s great. All right, final question. Let’s get this wrapped up. We went a little bit over but this is a really good conversation. He doesn’t get a lot out of this. What do you prediction with the market? What would you be doing right now there’s a shift obviously happening I my my opinion, I’d like to get what your guys’s is, what is? What do you drop? What do you keep? What do you do?

All that, dude, okay, this is my take on it. This has always been my take. I love it. If you if you are failing to step foot in this market and really take accountability of your daily actions and prospecting, you are probably living in your own internal recession, and you have been half past five to seven to 10 years, we’ve been in the greatest economic climate for real estate up to this point. And it’s still good because low inventory prices are still rising, there’s still opportunities out there. There’s just buzz going around of other sectors getting demolished crypto, the stock markets, but agents have been in a recession their whole entire career if they haven’t been taking action. That’s why 87% fail. So I think that if you’re putting in these steps that we’ve talked about in this podcast, if you’re if you’re actually implementing to the degree in which you know you should be, you’re going to be just fine, the people who are willing to work, it’s going to keep working, but to those that are just going to keep listening to the narrative of the market is going to crash, whether it crashes or it doesn’t. It’s still there’s people that win in both both climates. So I think it’s all dictated on on you. And what I told Ryan, once he had a slow November, I think I got off the phone with them, or we were on the phone calls. He was crying. He kind of he was

like, Dude, this market is going down my buyers and I don’t have anything and

there’s no subpoena Karen. Yeah, I

get off the phone with him. Well, I just call me back on an offer. And he did say he said, Ryan, the market is not slow, you’re slow. And then the agent she calls and she says so sorry, I didn’t get back with your offer. I had three listing appointments. I’ve got this buyer, I’m shopping. It’s just been a hectic day, I called David back and I’m like, shit did You’re right. I’m just not doing the necessary things to bring the business in.

So that’s my take on it. I mean, regardless, I’m pretty committed to this industry. Obviously, we run a brokerage, we got a bunch of agents, we’ve survived through COVID been in a great market. But at this at the end of the day, 87% fail in this business. And why is that? And it’s not because of a recession. It’s because their lack of effort, since he is huge. So that’s my take on it. Now obviously, there’s headlines going around, and it’s going to be a little bit more difficult to sell homes. Whenever interest rates go up, things start to happen. And we’ll find out what that’s going to look like in a couple of months. You

gotta be a financial advisor at this point, because a lot of people have 100 $200,000 in equity in their current home. So I man, people don’t have 20k that they’re just flipping into another house. They’ve got some serious cash. Is it a good idea to buy at a way higher interest rate? Maybe, maybe not. Maybe the better idea is to take that HELOC out on your current home go buy some investment properties. I don’t foresee the market taking a huge decline on prices. I just see the buyer market dwindling a little bit. People holding off stuff like that, but that’s what I see. Yeah,

you guys will be pretty safe in the Midwest case either. You guys gotta get good inbound. I’m estimating a 10 to 20% shift here in SoCal. And I needed it went up 40% Last year, like oh, you know, I mean, like, it’s crazy. And that’s I think you’re sending but a lot of the inbound markets like to Texas, I think is going to be they’ll see a little shift, but all that but the demand is still there, right? So a lot of is gonna be demand and folks just remember you have to correct before you crash. So we don’t want who’s saying there’s going to be a crash. We’ll know right now, but I can tell you once it starts correcting over 1015 20 years out there. We’re crashing. So to be to be tuned, stay, stay tuned to be seen. Awesome show guys. Why don’t you guys go ahead and tell everybody if you guys tell him about the event again, one more time in case you guys guys like what we talked about today coming to this event, this is what we’re talking about the recession proof business model and whatnot. You guys could go out and tee it up, Tom, we’re gonna get tickets.

Yeah, we have an Eventbrite link out and a Facebook event page that’s posted. So we’ll share that with you guys. So you can promote that on this link. But it’s going to be in Kansas City at the Stoney Creek hotel. It’s right next to Bass Pro in independence.

We got it. Yes, Bass Pro and the Kansas City areas get checked out. Yeah, so

gonna be an awesome event. I think you guys are gonna take a lot from it. It’s 10am to 4pm. So it’s an all day, we got some special guests flying in, including Mike are going to be dropping some knowledge. I guarantee you’re going to walk away with a few things you can implement immediately and grow your business.

Oh, man, I appreciate you guys appreciate you for listening to another episode of The Marketing you’d podcast if you need any help. If you’re looking to script edit, build your personal brand, do anything with video, whether it’s coaching, consulting, or you need us to do all the work for you. You’re not going to find a better or more comprehensive video marketing company. Because this is all I do. Dude, I did it for 20 years, so call us www dot real estate marketing.com Thank you for listening to show follow us on Facebook, YouTube, Instagram. And guess what I just shot my first 12 short videos, which means I’m gonna be on Tik Tok. And I’m gonna start blowing that up. I’m going all in on short form content right now. And you could follow me I only have like seven Tik Tok followers. So become the eighth, ninth and 10th right now. And you’re gonna see me grow that page to a large audience is my goal in the next six months. So appreciate you guys listening and see you guys next week. Have a good day and don’t chase shiny objects Chase relationships, so it’s all about 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 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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Create and Multi-Purpose, Rinse and Repeat with Zac Shull

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You know, if you’re gonna get into the business of content creation, the whole reason to create a video is because I want as many people to see it as possible. But it’s not just about shooting the video, you got to distribute it. And then when you’re done distributing it, then you need to multipurpose it.

Zac Shull specializes in repurposing content to maximize its effect on your audience. Be sure to check out his Facebook group.

Three Things You’ll Learn in This Episode

How to multi-purpose your content
What type of content is best for what site?
What strategy should you be using

Resources

Learn more about Jess Lenouvel

Transcript-

So how do you attract 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 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 book. So we’re chatting about today is repurposing content creation. Gee, what a what a surprise. I’m gonna show no, but we’re gonna dial in repurposing because we have so many people that I’ll just create videos and let them die to newsfeed. And I’m always like, what’s the point of that? You know, if you’re gonna get into the business of content creation, the whole reason like why create a video is because I want as many people to see it as possible. Right? That’s usually why people take a video, you do videos to get more people to see it. But when you don’t spend the time, it’s not just about shooting the video, you got to distribute it, you have to distribute it. And then when you’re done distribute it, then you need to multipurpose it. And that’s what we’re going to talk about today. How do you get more out of doing less? And how do you squeeze the most amount of content out of your videos? How do you squeeze the most amount of content out everything you’re doing? Right? And it’s all through multi purposing? So we wanted to bring on a guest today. This is what he does. He does a lot of this multi purposing for different coaches and people within the industry and what he does is he multipurpose is a lot of a lot of the content that a lot of these people are creating so they get the most mileage out of it. So we’re gonna go through exactly get some tips from him on what he’s doing, how he’s doing it and why we’re going to be doing it. So without further ado, let’s go ahead and introduce our guests. Mr. Zack Shoal. What’s up, dude? Hey, Mike, what’s up, man? I appreciate you having me on. Absolutely. Zack, why don’t you go ahead and tell our our peeps a little bit about who the fuck you are? And what you do, and let’s get into this. Sure, man, that’s not a fucking problem. So.

So I actually have my own podcast and Mike was just on, I really appreciate that. It’s called coaches and content. And basically, we teach people how to get clients through content. And a lot of that’s to repurposing. So that’s on YouTube, all podcast platforms. And then we also we help you produce your own podcast, you know, YouTube and audio. And then we repurpose your long form content in the short content for Tiktok, Instagram, reels, Facebook, all that, because like Mike just said, you know, what, you make one piece of content, you put it out there, and then that’s gone, you have to reuse it as many times as possible, you know, you want to make the most for doing the less, right. So that’s what we do is we help you produce content, whether we coach you, or recorded for you or whatever. And then we take one piece of content, and we stretch it out, you know, 100 different ways. what do what do you think that? Let’s start from the beginning here? And what are most people doing? Right now? Because most people, at least in my world, you’re doing more on the podcast, but we’re both creating content. I do more video sighs I create videos for people and we multipurpose those videos. You’re doing this in podcast, but what most people that do, like what most people are lack of what do they don’t do?

Yeah, I think that it’s like what you said before they make a piece of content, put it out there. And then that’s it. And it’s like you’re spending all this time and effort. So why not maximize your efforts? So I think that’s the thing is they think that you can just post it once and that’s it. When that’s not the case, you know, you can repost it different ways, different different times. And I think people also don’t realize that you can make one clip and post it on all platforms, you know, link, you know, LinkedIn, Instagram, real tick tock Facebook, even YouTube has YouTube shorts now. So I don’t think people realize that you can make one piece of content and put it across all the platforms that are out there, because some people are on different platforms. Some people are on here, some people are there.

So and I always try to tell people, you know, I, for me, personally, my own personal brand is my strategy. And so I try to teach people is I start with Facebook Live. So I’ll do like a five to seven minute Facebook Live. So that goes on Facebook Live. I’ll download the whole thing. Put that on YouTube. Right, and then I’ll turn the audio into a podcast so that now it’s now it’s on the podcast. So you have Facebook Live YouTube, audio of the podcast, and then you could take out you know, but the five to seven minute video, you can pull out to 32nd clips from that one Facebook Live. And that right there is what four different ways to share one video. On top of that, what you could do is which I don’t do but if you had a website and a blog, you could transcribe the words from the video into a blog, turn that into a blog and then post a video and the audio on your blog. And then you can email that to your list. You could post that on social media. So the other thing too is you do a Facebook Live once and then you put it out

On YouTube, so a week later, you can repost the same video, but you just drive everyone to YouTube instead. So you’re basically promoting the same video, then a couple days later, you could post that 32nd clip that you made, and drive people back to YouTube again. So it’s really like, I tried to do everything with purpose, because it takes a lot of time and effort to make content, you know, especially if you’re paying an editor, especially if you’re super busy, do you really want to do everything with purpose and not waste your time. So that’s really a great way to do it. That’s kind of how you can repurpose something multiple times. I’m in the process of doing just that, like with this podcast, like I stopped. The podcast is killing my YouTube channels, I stopped publishing my podcasts on my YouTube channel. And I’m not using the video, I’m using just the audio for the last eight months, because I’ve been so damn busy. And I’m breaking my own rule like, now I’m in the process of cutting up my podcast and meteorite until like the 15 to 3045 second clips, and then that is going to be a lot of my reels. And that’s going to be a lot of my tiktoks. Right, because I don’t have time to I just don’t have time right now, guys. I’m just like, super busy. And I don’t have time to create content, but I know I need to do it. And I haven’t really gotten into my short form game yet. But that’s how I’m going to do it is it’s all going to be repurpose stuff, right? Because everything will be repurposed on stuff that we’ve had, we have so many different clips to use, we’re just putting the process together right now to be able to do that and have it sort of done in the background for me, so don’t have to think too much of it. But you’re right, this show right here that we’re shooting is probably gonna be like 30 minutes.

I could probably create. So here’s what I could do with this podcast right here, you guys, I’ll create the show. There’s a video format. If I wanted to take this video and upload it to YouTube, I could do it. There’s one. The second thing I could do is I could take this 30 minute podcast and cut it up into 30 to 62nd clips. And I could probably get what do you usually get out of these? Like five? The seven? Yeah, if you if you wanted to, I generally do like two or three. But yeah, you could do you could do a lot. I mean, a lot. Yeah. So there’s another five pieces of content, I can take those and distribute them over the next 30 days. I can take this video, and then I do put my podcast back on my website. So there’s another piece of content there. I transcribe the podcasts that I put all the words on the website.

What else can we do? I mean, you could even if you transcribe it, if it’s a video of just you, you know, you could turn that into a piece of email content, you know, a lot of people right, like long form email content, if more so coaches and stuff but you know, you could turn it into a piece of email content. I see a lot of people do that as well. So why is would you agree that content in general, like this whole word content is now finally coming in, in the real estate industry pretty mainstream. But five or six years ago, no one’s talking about creating content.

Nobody. No one’s really talked to ever about credit card. They’re always like chase a chase lineage I am journey object chase a chase leads. Chase leads convert, oh, you’re one more no way for your next Yes, shut the fuck up.

Like seriously, no one’s talked about creating content. We’re like one of the last businesses in the world to get the content creation. But concentration isn’t anything new. You guys, this has been going around for the last 40 years. Content marketing. Real estate has just never taken it on as much as they are starting to embrace it now. And let’s get through what content can be for real estate agents. So what is the content? What can you What would you tell a real estate agent, a mortgage broker and investor? Who is just doing a daily? They’re working every other day? What can they be creating content on? What if they don’t have a podcast? Well, first, I think you made a good point about the real estate industry, I think that people are just so set in their ways. And so you know, they’re grinding every day, they’re putting their head down there in the trenches. So it just didn’t think about it. But I think the people who started making content early on, you know, like Chris Demacia, I used to work with Krista and she started doing video really super early on, you know, kind of like how you started your podcast super early on. So I think the people who adapted it early on are ahead of the pack. And now people are kind of catching up because they see that it works.

As far as content creation, I mean, it really depends on the person. You know, we used to think that tick tock was just people dancing, and like acting up and looking stupid, but that’s not really the case anymore. It’s all type of content on there. So I always tell people, you have to be who you are. So like, I’m not going to dance. I know you’re not going to dance. So if you’re not going to dance, don’t make that kind of content. Don’t force it because people can tell like, if it’s not really you good, but I think really, you know, like you’re the real estate marketing dude. So you have your brand, you know, like kind of what you’re going to do. So I think it really starts with there is who you are, what you do, you know how comfortable you are sharing your life. Like, you know, I see you post up with your kids all the time. You know, some people aren’t as comfortable doing that. So I think that’s you have to start there first. It’s kind of like branding and marketing. You know, you really want to brand yourself first. You know like Kanye, you know, Tonya and Michael for brand face. Say that all the time. Start with branding first and marketing. So they got to figure out

who you are what you do first, then you can start, Zack, I’m just a real estate agent. No one wants to hear from me. Well, if you’re just a real estate agent and you’re already messing up, because why would anyone do business with someone who’s just a real estate agent? Like, right? I’m boring right answer. Yeah. Yeah. Like that’s, that’s boring. Like there’s a million realtors out there. If you want to stand out, Well, you better figure out who you are real quick, because there’s so many other realtors out there. You know, you really got to dig deep. And it’s okay to be you. You guys like, Zack, you’ve done a lot of content creation for a lot of influencer type people, right? Yeah. And you’ve done a lot of the backgrounds and

you know, at any of the people that you’ve worked with in the past, have you ever has any of them ever been non authentic?

The one that the more authentic you are, the farther you go, you’re a prime example of that, Krista is a great example of that. You know, when she would do videos where she would just wake up in the morning, she didn’t have her makeup done, and I never heard on.

Yeah, she doesn’t give a shit. Yeah, shouldn’t give a shit. And she was saying it on camera. Like I don’t care. This is the real me. Let’s talk about that really quick. So I think I’ve done a couple podcasts

with Krista and like for this is breakdown the let’s break down why that’s so effective. So women in general, like how many women are going to one? Get on Facebook? Better yet? Get on video? Right out of bed. Right? But how many women can relate to that? All of them? Yeah, like 100% of women can relate to not being done up at 630 in the morning when they wake up.

But 99.9% of women don’t have the balls to go out and do it on video. And the one who does they love

right? Because they’re like that’s so just like me. Oh my god. She’s just like, I wish I’d had their fucking guts. Right? Sounds like Miss Piggy. Yeah, I did something Miss Piggy there. I’m gonna try that again.

Goats. But isn’t that the truth though? Like when you see somebody do something that you wish you had the balls to do yourself? You love that?

Yeah, and I think that goes back to the know like and trust factor where they see like, wow, if she’s willing to be on camera with no makeup, you know her hair looking all crazy. You know, I want to do business with her because she’s She must be pretty trustworthy, you would think right? No one hired anyone. They no one ever hired someone they weren’t comfortable with themselves. Right? Like we have you ever like like, would you go hire some dude that you’re like, dude, this guy sucks. Like I don’t want even talk to this guy, yet alone, get in a car with him and drive around and look for a house for the next two years. Two months. Right? You have somebody who’s like kind of shady or like, you just get a bad vibe from them then Yeah, absolutely. You don’t want to do business with them. But you guys this all comes back to content. What we’re talking about here is that your content isn’t supposed to sell your shit supposed to remind people how you sell your shit.

There’s a big difference. Yeah, because if you do, if it is super salesy, then the opposite happens, where they’re like, it’s kind of like realtors are only posts like their listings. Like you, we get it, you know, you sold a house, you have a house for sale, whatever, but nobody cares. I mean, unless they really love the house. But chances are, you know, most people aren’t gonna see that anyway. So the more salesy you are, the more you turn people off, that’s for sure. Here’s the number one most salesy message going around on social media right now, folks, when my parents bought their first house, their interest rate was 14%. To have interest rates at 6% isn’t such a big deal. Like we should really look in hindsight, we’re looking at this all wrong, folks. That’s that’s a sales message. Okay, that’s not what this is about. Well, when your parents house was also at 18%, let’s remind everyone that the fucking loans was only $200,000. And today, those loans are a million dollars. So the properties back then are were worth what they are today. And it’s always come down to total monthly payment. And what a lot of people are doing right now I see on social is driving me nuts is they’re just like, oh, the interest rates, nevermind the interest rates, you know, what people are really worried about right now. They’re worried about the damn gas prices, they’re worried about if they’re gonna get laid off. The interest rates are one of the last things on their mind. But we’re we’re out there creating content talking about hey, oh, the interest rates, the interest rates, don’t be scared to buy, you’re just selling your shit. I guarantee you the person who’s out there right now and talking about, hey, you should probably think twice about buying right now. And wait 30 days and see what the markets gonna do is the Glass Joe fucks up anything else? And if it does, maybe there, you’re gonna have a better deal in the future. Right? So it’s not so much about?

Like, that’s real. That’s real advice. Yeah, I think when you make content you really have to think about you got to realize it’s not about you. I know we’re realtors. You know, it’s all about them. But it’s not about you. It’s the people you make the content for. So rather than being salesy, think about oh, how can I help people? So like you just said, you might want to educate people on what’s going on instead of trying to be salesy and say, Oh, it’s not that bad. You know, whatever. No, you want to teach them, educate them.

And what’s going on serve them, you know, it’s a three either educating entertaining and engaging content, you want to do those three. And that’s really what goes a long way. And that also goes back to the know like and trust factor is, people feel like they know you, they like you and trust you when you’re giving out free vital information, right?

Or you’re muted, and you have to do a lot of it nowadays.

Like you can’t just

like that’s the thing. And that’s where this multipurpose thing comes across. Like, this show right here will cut this thing up into what six or eight different clips, those six, eight different clips. And here’s the other thing with content, at least with videos you guys are creating right now. videos that I’ve created, I’m gonna I’m gonna start recycling all my videos, because no one remembers them. This is one thing that people have already posted that video. No one remembers it, dude. Like you could create, you could do like six months worth of content, and then recycle that six months worth of content again, and I guarantee you like probably no one will ever notice on Facebook. Oh, you did that. We already saw that that one time? Like, do you remember what your best friend posted three days ago? No. Do you remember? What year? Are you married? No. You have a girlfriend? Yeah. Do you know what your girlfriend posted last night? No.

I don’t care. Well, multi purposing content also gives you guys more content to go out there because we do have to be everywhere all the time. So it’s, it’s good to have a lot of a lot of little jabs out there is what I’m getting at guys. Versus

Yeah, I also try to tell people, you know, you want to mix it up, because you make a good point. Like I could post something today, and maybe only 10 People see it anyway. But I try to tell people mix it up between evergreen content and topical stuff, that at the Evergreen stuff you can just recycle. So if you do if you do a video now about mortgage rates, you know, obviously in six months might not be able to use that video. But if you do something about like, first time home buying tips or home staging tips, that’s something that you could reuse multiple times. So you kind of want to mix it in with, you know, relevant stuff. And then evergreen and evergreen for people that don’t know, it’s something that’s timeless, you know, like something factual, or a piece of advice that will never go out of style, like they can always continuously use. So I would always tell people to mix it up. What do you believe are the best types of content to multipurpose podcast is given for sure.

What other types of content? Can we multipurpose? Yeah, so I always say, you know, what, YouTube, I think the sweet spot is kind of like three to seven minutes. So I always I would say make a video. And the other thing I think people don’t realize is like, right now we’re on Zoom, you know, I use stream yard Facebook Live, like you don’t necessarily need like this crazy setup anymore. You know, you can use green screen if you want. But even that, like you don’t need a crazy setup, you don’t need a crazy camera crew, like, as long as you have decent internet and a good, you know, good camera or computer. Like you can record stuff through zoom. So that’s what I do, I use stream yard or zoom. So I would use that to record like a three to seven minute informative educational video. And then I’ve cut clips from that, so that you’re making one long, it’s all about the long form content, right, you make one piece of long form content, and then you can cut pieces up from that. So if you do three tips, three home staging tips, you could literally take all three tips and cut them up into three separate videos as well. And then the context of that would be it’s three separate tips that you can use instead of the whole long form video where it’s three tips. If that. Does that make sense? Yep. Like you could take make one video about three tips, and then cut that up into three pieces. And then it’s one individual tip. And you would just have to edit it a certain way and write the captions in certain ways, or the context makes sense. Yep. See, there’s a lot of stuff you guys that we have out there.

I don’t think that

if you’re in like, here’s what’s happening, I think that right now, you guys have an option opportunity. Let’s face it, like last three, four or five years in the market. I’ve been nuts. People haven’t had to work much to get business. Let’s be honest. It the business has been very easy guys. Business was everywhere, people are just coming to us. But as the shift comes in, you’re gonna have a couple decisions to make one of those decisions to make and what are you gonna spend your money on? Or what do you spend your energy on? And, you know, one of those things is you got to consider nowadays is content, and not so much on how you’re going to create it, anything you do is content, right? You don’t have to if you’re not going to get on video, or you have a face made for radio,

even though I don’t believe anyone does, but you might feel that way inside. Well, then great. You need to do something on audio, or you’re gonna have to create a lot of social content, but everybody is in the business of creating content nowadays. And the faster you get to doing it, it’s not going to happen overnight. But you’re going to start realizing as you learn, it’s learning how I learned how Zack learned here. Like when you first started creating content, it took me like a year and a half to get to understand it. You know, like back it was like 2013 2014 I was like, How can I create business? Just talking I’m not talking about

Real Estate, it was just mind boggling to me. I was always like, wait, what do you mean, I could do a video on a neighborhood and it’s gonna lead to real estate business? Don’t I have to be talking about real estate?

And then I realized it’s just a giant popularity contest? Because no, the more you talk about work, the less people listen.

It’s not about what you talk about. It’s like that it contains one of the three which How do you put the three E’s

educational, entertaining and engaging energy, energy, educational, entertaining, and engaging. So let’s get that let’s give them some examples. Some tangible stuff that you’ll walk away with.

Education mentioned the community ones, sorry to cut you off. But I think they’re doing you know, doing community video that the prime example of that, you know, as long as you’re entertaining, you know, as long as you kind of make it fun and not boring, but I think that’s a great, that’s educational, entertaining, and engaging is go out in the community making these videos, those are one of the best videos I could do, you could do as our community tours, anything on site. But the reason why a lot of people don’t do them is because they take time to do and people don’t want to spend an hour doing a video. I don’t get it. But it is what it is. Yeah, you know, it’s getting so expensive to run ads. And people are not responding to ads like they used to, because we’re so inundated with ads. So I don’t really I mean, I believe in it somewhat. But like running, just running Facebook ads is not as effective as it was, you know, running Google Ads super expensive job with content, you can really attract people rather than chasing them. And it’s significantly lot less cheaper than running ads, it just takes more time, like you were saying,

you either I forget what girl I was listening to. But

it’s like when you start out in real estate, you don’t have a lot of money, but you have a lot of time.

So at that those types of people, you know, you had to put in the sweat equity to get there, right. But you have other people make a lot of money in real estate, and they don’t have a lot of time, but they have the money to pay someone to still get it done for them. So you got to look at which route you’re in. I still believe though that regardless of what you do with content creation, you have to learn it yourself. Otherwise, it’ll never work. And you have to do it yourself. It’s something that you can’t outsource 100% ever because you can’t outsource authenticity. And you know, like, as we could create content for people, we do it all the time, we’ll create well script, whether it was through your videos, but if you’re not into it, it doesn’t work as like you have to mentally be into it to that’s why your content strategy, you have to be excited about what you’re creating. If you’re not it doesn’t last. But I do know that if you’re not creating, you’re not going to last because somebody else is marketing your network. Somebody else is infiltrating you right now. And the only thing we have left and this entire business, I believe, is content creation and your personal brand. You don’t have a brand unless you’re creating content.

Yeah, I mean, unfortunately, it’s not for everyone. And so you definitely have to enjoy it.

But I think more people would enjoy it than they realize. I think there’s a lot of people out there who are scared to do it. And they don’t realize how fun it is, you know, the the best part is, you have the best job you come up with the ideas, you edit it and stuff, but the best part of it is coming up with the ideas and filming it being on camera. And then, you know, if you’re just starting out, I also agree you should learn how to do it, just so that you know and just so you know, people can’t bullshit you with another video company. You might hire them and they might bullshit you and say it cost this much it takes this long. When you do the process yourself. You kind of get a better understanding of how it works, but it’s fun. That’s the big thing to it. I don’t think people realize that they’re scared, but what do you have to lose? You know, besides making yourself look like an ass but who cares? anywheres Yeah, dude, if you’re not scared to show up to a listing appointment, you’re not scared to get on video. It’s just new. Like my first listing appointment. I was shitting bricks. I was like, Holy fuck, I gotta go get a listing. I was 24 years old. And I was like, Dude, this guy’s not gonna take me seriously I don’t even own real estate.

Didn’t I did not go to the listing appointment though. I didn’t get it. But I didn’t go to I did not show up. I still I still went up to bat. You know? And that’s what the same thing is with video. The first time I shot a video I was like, whoa, this weird, dude. I don’t want to do this. This is This is creepy. You know, I’m kind of doing dude, what do I think I’m like Steven Spielberg are some just some dude in Chicago like, you know, shoot a fucking video. What are you talking about, bro?

But you it’s not hard. It’s just new. You have to be willing to be uncomfortable if you’re not constantly, like, if I’m not constantly uncomfortable. I’m fucking not growing. Yeah, comfort comes from the comfort from the discomfort. Yeah, I’ve been uncomfortable as fuck for the last five years.

But I thrive in it. I love it. It’s because I’m always pushing the envelope folks, and you have to be willing to do what others won’t otherwise someone else will do it for you. So video and content creation is just one of those things. If it’s not video, it’s something else. It’s podcasts. If it’s not podcasts, it’s become a real expert become a tick tock expert. Whatever it is. It doesn’t matter but you have to get on this you guys I’m not I’m singing I’m

I don’t need the alarm. We’re not We’re not fucking around over here. Yeah, I’m sounding the alarm is it? I mean, it’s here. It’s here. Like I’m in the process of building my own personal brand and my first couple of videos like I didn’t want to do it. You know, I went, I’m in Philly. So I was at a public park, and I had to get the balls to do a live in the park. Once I hit record, I forgot about everyone around me. I did the video and I get people commenting to me all the time. Like, I love that video you did, blah, blah, blah. So you just have to put yourself out there like you really don’t have what do you have to lose? You really don’t want your pride. You’re scared like put, you know, set all that shit aside and like, just go out there and do it. Because like you said, someone else is doing it in your market. And they’re building their brand and they’re becoming the go to agent in their in their market. And you’re not so who’s really winning in the end? Yep. And a lot of them are working with real estate marketing dude, just throwing it out there, guys just want to throw it out there. Hey, Zack, why don’t you any other final thoughts? You want to mention here?

I think the other thing is, you know, tick tock really changed the landscape and of everything. So the point and shoot style is really what’s big right now. So it’s not really no excuse not to do it you have if you have a cell phone and you have Wi Fi, there’s no excuse not to do it. And tick tock, you can even edit the video in the app or real Instagram real you can edit in the app. So just take baby steps. And it doesn’t have to be anything crazy. You just have to start like that’s what I try to tell people is just start and you’ll figure it out along the way. I agree fail forward. It’s the best way to do it. You learn the hard way. But that’s the only way you learn if everything was easy, you wouldn’t learn anything. And then you just skate through life. But no one wants to skate through life. I want to I want to explore it. I want to fall face first and then I want to figure it out. Zach, why don’t you go ahead and tell everyone your info if you guys want to reach out to him? Sure, yeah, so you can check out my website at Zach show.com. So ZACS Hu ll.com. You can learn more there how we can help your business video editing podcasts producing YouTube page producing. Then I also have my own podcasts called coaches and content that’s on YouTube all podcast platforms. Mike was gracious enough to be on there that episode will be out soon. But we cover a lot of digital marketing live for entrepreneurs and agents, a little bit of lifestyle stuff but it’s all about value and how to help small businesses grow you know whether it’s social media, video editing, sales, whatever. So check out coaches and content oh man appreciate you Zack appreciate you guys listening to another episode of The Marketing dude podcast books if you want to start creating content whether it’s you just need consulting services coaching help, or you want to actually do the work for you script editing, distribute whatever it is regarding video content creation blogging, inner multi purposing we can definitely help you with that and I would love to have the conversation. But regardless of what that is, you have to have the conversation with it’s with me it was Zach it was somebody else it doesn’t matter. Get out there and start getting on video use his time right now to start creating content, come up with a content plan and content strategy that you remain consistent on and watch what happens in the next six months. I mean, there’s a reason why everybody who does video successful everyone who creates content is successful I’ve yet to see someone who’s done any type of content creation consistently for minimum time of three months. Tell me it doesn’t work if you if I’ve never seen it. I’ve never seen anyone create content for three months say Mike this doesn’t work. Like I’ve never seen it and folks, it’s going to work just do it. Double down this is the time to do it. Folks, visit us i real estate marketing do.com That’s real estate marketing do.com and book demo with a dude I’ll get on the call sure exactly what we can help you with there’s coaching services or all the above. And we will see you on next week’s episode. Peace everyone.

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 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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More Money Less Hustle with Jess Lenouvel

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Today we are talking about how we work on our business, quite often real estate’s a very easy business to literally become a slave to. People think that we can just choose our own hours, we don’t choose our own hours our clients do. And if their clients are choosing our hours for us, that means you have none. So what we have to really do is work very smart.

Jess Lenouvel is the creator of The Listings Lab and has helped thousands of real estate agents manage their time and business to start attracting clients and not chase them.

Three Things You’ll Learn in This Episode

How to prepare your business for a market correction
How to better manage you time
How to become a seven figure realtor

Resources

Learn more about Will Penney

Transcript:

So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Cuevas a 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. What we’re gonna be chatting about today, folks is, well, let’s be honest, we’re getting to we’re seeing a correction. And during the correction, it’s time to sort of revamp, look at our businesses, our systems, look at all the stuff that we’re actually doing and get ready for it. And one of those things is on how we work on our business, quite often real estate’s a very easy business to, you know, literally like become a slave to like, you can just you don’t own a business people think that we can just like, it’s great, we choose our own hours, we don’t choose our own hours our clients do. And if their clients are choosing our hours for us, that means you have none. So what we have to really do is work very smart. This is something I’m passionate about, I used to always be someone that always stuck working in the business stuck in a hamster wheel. And once I started really studying business, and this isn’t even a real estate thing, it’s a business thing, right? Working on it is more important than working in it, otherwise, you’ll never grow it. So that’s going to be the concept of today. And we have a an author here who just released a book. And it’s doing very, very well number one on both Canada and the United States. So without further ado, she’s going to talk about the concepts of those books. And if you are feeling like you’re running on a hamster wheel, I think you get a lot out of today. So let’s welcome our guests. He’s been on the show before so you guys may know her already. But if not, let’s go just Len Neville

Lenovo. That was really close lead Nerville

I told her. I told you I was gonna butcher your name. But she’s corrected me. But just go ahead and tell everyone who the hell are you?

I am Jess I have been in the real estate space for a long time. I grew up in the industry, got my license at 21. My mom’s been an agent for 35 year odd years, somewhere in and around there. And yeah, I built a multi seven figure team myself and then transitioned out of selling into helping agents scale their businesses through programs. And murder may 17, I released a book called more money less hustle, becoming a seven figure real estate agent, which is it’s out and it’s doing well. And I’m glad I’m grateful and I’m glad and it was a it was a really fun. It was a really fun one to two, I say Right. But to be honest, I didn’t write it. I dictated it. Because it literally just was more of like a stream of consciousness thing than it was something that I like very meticulously kind of sat down and wrote. I never grew up thinking I was gonna write a book. It wasn’t a goal of mine. I got frustrated with a lot of what was out there. And, yeah, I got I got frustrated with what was out there. Because I think that a lot of it is a lot of what is being taught out there is still that hustle grind, you know, crushing it mentality, which is not what I think leads to happy agents. And

it’s a hamster wheel. Like we said, like the business sucks. I I moved to San Diego, so I so I can stop selling real estate, because if I would have stuck in Chicago, I would have still been doing it and I hated it. That’s why I created real estate marketing. I love the marketing side of it. But I am burnt out man, I’m 17 years in the business I’m done. Doesn’t mean I don’t like to be in the business I got I sort of miss it in a sense. But yeah, because it’s so grinding. So let’s get into the principles of the book. Obviously. You’re good on time management and all that. And that’s probably what the number one skill. I think any real estate agent needs a master. But how do we go out and make more money? Less hustle? What do you what do you what are we doing here? What a real estate agents doing wrong?

Yeah, so I mean, the way that I wrote the book is I broke it down into six different pillars, but the ones that are going to really buy back time, like obviously marketing is in there and but but the things that are gonna buy back time are your outs, your automation, your automation operations, outsourcing that side of it, and also the team and hiring aspect of it. And so many agents build teams the wrong way. And we’ve all been trained in like the same way from the very beginning where, you know, you become the bottleneck, and then you hire an assistant or you become the bottleneck and then you hire your first agent. And there’s a step missing in there, because that training and that concept was developed in the 70s in the 80s We have this concept now, which is automation. Right? So Tim Ferriss teaches, you know, eliminate, automate, outsource, it’s the perfect way of going about it, can it be eliminated, can it be automated and then last resort, can it be outsourced, there’s so many agents out there, right now we’re paying a full time salary $50,000 A year or $20, an hour, whatever you’re paying to someone, for them to do repetitive tasks that a piece of software can do for $500 a year. And so not only is it time inefficient, but it’s also money inefficient. So you know, a lot of what this book really is really geared towards is figuring out, what is it that you want? What do you want the business to look like? What do you want your life to look like? What do you want the day to day to look like? And how do we reverse engineer it? But there are certain principles that are going to show up no matter what, which the first one is a task? Got it? Because I think so many agents are misaligned, when it comes to Well, why would I pay someone $30? To do it when I can just do it? Well, it’s because you’re valuing money over time. And if you took that $30 An hour task, and you gave it to someone else paid someone $30 to do it, and you replaced it with $1,000 An hour task, then you’re ahead. And for most people, what they don’t realize is I can do an audit of their time, and look at the value assign an approximate value for the different tasks that they’re doing on a day to day basis. And I can tell them how much money they’re making.

Interesting. So like, we don’t put a value on our time. And that’s really well said, and what do you say to someone, though, that’s like, Hey, I’m just starting in real estate, I’m broke, I don’t know where my next commission is going to be. I don’t know, when I’m gonna get paid. I’m living a life of peaks and valleys. What do we say to them?

You need to be consistent with your marketing. Because really, at the end of the day, like there are like you don’t run a business if you don’t have clients. So there’s like, there’s layers of this right. And and the people are asking me all the time right now is who Who is this book for? Is it for that seasoned agent? Who’s going who’s like, on their way to seven figures? Or is it for a new agent? And my answer is kind of both. And I’m not saying that because I want to sell more books, even though I want to sell more books? The answer is, is that someone who is at half a million, a million, you know, in that range, they’re going to take very different things out of this book than a new agent? Well, sure, the new agent is going to look at the overall the overall, you know, strategies, and how not to make mistakes. Whereas the more seasoned agent, or the or the agent who is at a higher level is going to be reworking things that are not set up the way that they should be in their existing business. So it’s kind of twofold. But usually what I’ll say is like, you know, the marketing piece is going to be piece number one, because I think that in order for you to have a real sustainable business, it really has to it has to be marketing first. So the way that we have the book laid out, is pillar one is marketing. Pillar two is mindset. So it’s how are you actually thinking about your business? Are you are you thinking about the business? Like from a, from like, the mindset of of a successful person? I think so often, what happens is we think of our businesses as small businesses, and so they remain small businesses. Right, so that we then we have clients and signature system, which actually creates better services better late, essentially, the product that you’re selling, and I think that a lot of agents forget, and this is what you know, one of the things that I get quoted on most, you don’t sell real estate, you sell services, and you consult on the sale of real estate. Yep. And so you your your product, which is your service package has to be dialed in and has to be has to be repeatable. So that becomes kind of that next step. Then we’ve got sales conversations or sales conversions, which is, you know, if you’re you can be the best marketer in the world. If you can’t get in front of someone and get that person to that next step. It doesn’t matter what’s going to what, like, it doesn’t matter. Right. Are you actually good at getting someone to that next step?

Let’s stop it right there. back some of these things. Yeah. So first off MT non money making activities let me give you one all you guys trying to edit your own videos, to hire real estate marketing, dude, that is a complete waste of time and you’re not going to be good at it. He didn’t. He was just like, I’m not gonna do anything. That’s why we have editors. But stop editing your own videos and hire me Okay, dammit. But that’s true. You gotta get rid of all those tasks that can be beyond there. But you just said something. It’s really important. You’re right. We’re not salespeople. We’re service people. And you don’t have a service though. If you don’t have anything that is duplicatable and what people often don’t ever think about in real estate at all is what is your process look like? Like what’s your process to working with buyers and sellers? Do you have a consistent gift? Are there systems in place most people don’t they run around with their head cut off and there is nothing duplicatable, which means you’re just a salesperson chasing the check. And if you can’t deliver that service that people remember you don’t have a business like there’s a reason like when you go into a hotel that the beds are all made the same way. Yeah, folded the same way. Right? Yeah. There’s a reason when you go into a restaurant that the food tastes the same. Imagine going into like your favorite restaurant or McDonald’s even McDonald’s is giving me time to different Yeah, well, that’s what happens in real estate. Like you got to have systems I used to have systems for everything I had. When I had a referral. I had a little card I’d send out those automated $10 gift card. I would have a nice to meet you. Thanks for closing gift was the same each and every time. When a clear to close came in the business I had a clear to close gift that I would send the people. I had systems and little customer service touches in a systemized way that we all duplicated. And you’re right you can’t run a business because you can’t have a brand without something that’s duplicatable. And what is duplicatable and your business does your process, people often overlook that. So I’m glad that you touched on that.

There’s a whole section on it on signature systems and how it is connected to each and every piece. If you don’t have a really solid signature process or signature system, then you won’t get as many repeats, you won’t get any referrals, you won’t actually handle as many clients, right? It’s connected. And it usually becomes the bottleneck. I say to people all the time, if I dropped 100 deals on you what would happen? And they’re like, oh, everything would fall apart. Yeah. And it’s like, well, then we need we need systems, we need processes, and we need to make sure that everything in your business is repeatable.

Yep, I like it. I like it. Alright, marketing, let’s unpack that a little bit. What do you see, there’s marketing. And then there’s lead generation, there’s a difference.

100%. Right, I like to break it down. I like to break it down between lead generation, nurture, and then conversion. Because I think that all three of them are very, are three separate things. And when we do like I do this audit, sometimes with businesses where we look at the six different levers that you can pull to grow from a business growth perspective. And lead gen is literally just how many people are coming into your world. And almost 100% of the time when I talk to an agent, I’m like, what, like, what, like, where’s the challenge in your business? I need more leads. I’m like, Do you need more leads? Or do you need more clients? Yes. And they’re like, Well, isn’t that the same thing? No, no, not necessarily. Right? And so the conversation happens, it’s okay, so there’s the lead gen part of it, which I’m kind of, of the mind that like, most people can generate leads. That’s not the hardest part of it. Right?

And you could, you know, you could buy him, you could generate them, you know,

a lot of ways to bring them in. But the magic actually happens in the nurture and the conversion stages, which is how do you get someone and what we teach is the psychological journey from stranger to client. So you know, how do you get someone to touch and touch all of the points that they need to build that elusive know, like and trust, and to be able to have them become from a cold lead to an inbound client, for that person to be reaching out to you to say, hey, you know what, I’d like to have a conversation. I’d like to hear about what you like, I’d like to hear about your services. Yep. Know that that piece is your nurture piece. That’s the piece that most agents don’t have at all. They go straight from lead gen to I’m going to try to call and convert Yeah.

100% There is no, this is all branding, guys. It’s like your personal brand. Let me paint a picture for people. So we have this mortgage broker and I’m rebranding, this is funny, you guys will like this. And I’m rebranding him. And this is what he wants to start is very slim. He wants to get on video, right? He wants to go out and do video do a video but he doesn’t like his brand, which means doesn’t like his process or what he stands for. And his brand is like the mortgage planner. He’s like, like, I’m not a mortgage planner at all, like at all. Like I don’t I don’t plan anything. I’m totally unorganized. Like it doesn’t fit me and therefore he can’t get out of here. That’s what’s holding him back. Yeah, so after you get to know me know, this guy’s like he ends up being a Star Wars nerd. So we rebrand him made the rate be with you is his tagline now, right? And it’s all like Star Wars and he calls himself the Rebel Alliance mortgage team. And now how we’re gonna adapt that into his process is that he has everything done through a Star Wars theme. That’s what people are gonna remember guys, even the way he communicates. So we’re bouncing off ideas, and we’re defining process and all that stuff right now. And you know, like, he Jabba the Hutt is gonna cut the fat out of the loan process, right? Like there’s all kinds of different ways that you can go ahead and create that experience that we’re talking about that people will actually remember. And like There’s who are who are you going to remember more? And who are you going to refer more? Because your services marketing? Yeah. Right. And

that’s what the people most important part is important part. It’s

people remember how you made them feel that’s like, you know, we all hear that st all the time. This is how, like, no one will remember the guy that gets refinanced from Quicken Loans, but they’re gonna remember the Star Wars Darth Vader refinance process forever. And there are a lot more, that’s just how this you take

the edge off of it totally right, like money is stressful real estate is stressful. Yep. And the more streamlined it is, the more the more enjoyable it is. And the more people this is all about human to human connection people buy from humans. Yep. And so a lot of this comes down to you know, are you What does that psychological journey look like? Are you taking them from stranger to client in as much of an automated way as possible? And then is there consistency? Once you get in front of that person or someone on your team gets in front of that person? Are they going through all of this marketing, and then all of a sudden, they’re like, this doesn’t feel the same? Yeah, or this isn’t what I thought that I was signing up for, or I met this person in real life. And like, I just didn’t like them. Because their marketing did was not authentic to who they actually are.

And know what that sort of reminds me of is like, when you show up to a restaurant and meet a client, you’re like, that’s not who I saw in the picture of your day.

And real estate agents love that. Right? It’s like the glamour shot from the agent. That’s what we’re known for. And, and I think that it all it all comes down to like video for one. Anybody who says to Me, I’m completely opposed to doing video. Well, I can’t help you. Yeah, because really like how in today’s day and age, how can you build human connection with someone if you can’t see them on video?

Yep. I agree. It’s not longer optional. It’s necessary.

Yep. Yep. So So there’s, there’s, there’s all of these pieces. Plus Lena, we teach the, we teach the social media stuff, which is like the you know how to do it without throwing a bunch of money behind it. And then we also teach the paid traffic part of it, which is, you know, how to how to do it at scale. And then, you know, there’s, there’s elements of the personal side of it. Sometimes people will say, I’m a very private person. And I’m like, you get to be very private, if you want. But we need to have personal elements. I don’t need you to necessarily talk to me about like your childhood trauma. But I do need to have some personal elements about how much you love your dog. Yeah, right. Like I need.

We don’t we don’t care about we don’t care about your foot fetish. But we need to know that your family man, right,

exactly, exactly. Like Like, what are your values? What matters to you, like, give us something to work with? You get to be incredibly

private, but just, I might turn some people off if I do that.

Well, good. Good, because, you know, I wouldn’t you rather have 1000 people who absolutely love you than 100,000 people who really don’t care. Yeah, who could take or leave you? Right? And that’s really what it comes down to.

I agree. I like let’s get back in the mindset, thing of it. I don’t even mean we’re sort of chatting through it. It’s just how we’re looking at our business. How does that? Yeah, you guys can see some of these ideas that we’re we’re just chatting here. You know, I mean, yeah, this is, but this is a stuff like what’s cool about what I always like about real estate is that everyone’s different, which means every single service should be different, but we don’t see that. That’s why like, I can call myself a dude. And I just started a team here. Give me a year from now, I’ll be glad to report my numbers. But it’s all marketing because I know there’s no other real estate dudes in San Diego. It’s a perfect market to launch it. Dude, Brandon is very coastal. Right? Yeah, so the dude process so that’s what I’m working through right now is I’m putting together like systems and how to dude sell real estate. Yeah, cuz I’m not going to be the one selling real estate. But I have to create a process for agents to follow because none of them have one. But

I need to have consistency. And the scalability of your business is partially based on Is there a repeatable process? And if somebody comes in and works with Sally, well, your dude so like, maybe there’s not a Sally on your team, but it’s the same idea. We could have dude, okay, okay. Okay. So so someone works with Sally versus someone works with Mike, they need to have you know, the personality may not be exactly the same. The conversations may not be exactly the same, but the process needs to be

Yeah. Yep. Yeah. 100% I like it. Let’s get into a little bit on the listing lab stuff because I know you concentrate a lot on listings, and that’s like your, your core and bread and butter. Yeah, and I think like, like right now it’s gonna be all listings, like the market shifted in 45 days. It’s so crazy that people are like, just 60 days ago. Oh, yeah, real estate. So easy money, many, many, many, many offers. And then now everyone’s like, holy shit, what just happened? Yeah, and people are scared. Right? You guys These are the best times to be in real estate these are when you take over Yeah, it’s the best like this these are so this is when you double down on this shit.

I have been talking for years about like the moment where all the people who shouldn’t be selling real estate will get out. And I’m really hoping that this is the moment

that happened 10 years ago happens every 10 years that’s a real estate cycle guys

and the who are the people who are running real businesses and who are scaling real businesses and who are taking it seriously and treating it the way that it needs to be treated. Those are the people who are going to not only last but also thrive during this period of time. You know, we’re coming from an 8020 rule to a 95 five rule

think it’s gonna go that deep ah, I’m kind of hoping so. Yeah. Yeah, you guys when there’s a shift, this is like the time that you get noticed like 100% We have a new product we just called listing or owner advocate and all it is is a seller process system. Right? We have five or six different ways we sell listings, like we you know, so we fix them this program, we have a trade in or buyer Move Up program, we have a sale leaseback program. And that’s a process guys, the reason why we created as because it’s a process that can be duplicatable, that sellers will remember, but each individual will treat it differently. Yeah. And it’s okay to have a personal brand. But you also have to have that process.

Yep. And it has to be customized to you to your market and to the people that you’re trying to work with.

What do you what are your predictions coming up with this market right now? What do you think’s gonna happen? I’m curious, you have a lot of experience.

What I what I think is going to happen with the market.

What do you think sure going on?

I really think that you know, it also depends on where I don’t think that we’re gonna see necessarily exactly the same trends right across North America. I think we’re gonna see micro pockets. I think that I mean, even just look at the you live in California, the excess that has happened a little bit, right, a lot.

There’s a lot of people right now actually, that are trying to rush the list because they know they missed the wave, you’re seeing listings popping up like crazy, there’s no inventory. Now people are like, Oh, it’s listless, listless list is because

everyone’s going to Austin, Texas, or Nashville, or, you know. And so, you know, a lot of it is just going to come down to like those micro pockets. And the people who are really going to do the best are going to be the people who can interpret the data and not just regurgitate it. I think there’s so many agents out there that are that are spewing out infographics that are taking something that their their brokerage provided them and throwing it out there as without any interpretation of the data without any information on what does this actually mean for you. And people don’t understand it. And people don’t understand what it means. And the more that we can actually set yourself up as the authority that can interpret the data that understands the data, and that has a process that can lead you through the process in this specific market is going to make a really big difference.

How many people were just posting, I mean, just um, guys, this is only 6090 days ago, the markets never going to go down. It will never go down in percentages, this market is never going to crash or it’s not going to crash, it’s going to correct. And we will I mean, it’s got to correct before it crashes. So we can’t say it’s not gonna crash? We don’t know. But I don’t think I don’t I don’t see. And I think you’re right on with the pockets, because people are still going to be moving to Florida, Texas, and all those markets and that migration wave with what’s happening, just because the cost of living costs everywhere going through the roof. So yeah, I totally agree with that. Interesting, what else you want to chat on? On this, Jess? What else what other insights you want to share with Damian?

I think that the number one lesson that I’m hoping people are getting from the book is that we only get to do this once. And the number one regret, I dedicated the book to my mom, because I think that she really ingrain this in me from when I was very small. The number one regret for people at the end of their life is that they work too much. And that they didn’t spend enough time with their friends and family that they didn’t experience things. They didn’t travel enough, whatever that looks like they didn’t they spent too much time focused only on the earning of money. Now most agents will or you know, a lot of agents will grow to a certain point until they’re quote unquote, successful, they’re gonna do 250 $300,000. And they’re gonna get stuck, because that becomes the bottleneck of the business. And it’s actually the most painful place to be in your business because you are considered successful, but you’re not successful enough that you actually have enough, I would say enough room to properly leverage and when you’re not properly properly leveraged, you wear all the hats in your business, and the business relies on you getting up every day and putting one foot in front of the other. The idea of freedom or why people get into real estate in the first place is unlimited income. Being able to set your own schedule and being able to help people 99% of agents know ever hit all three of those, because they’re actually not setting up their businesses with them in some of the ways that we’ve already talked about. So the reason I wrote this is because there are so many are, there’s this huge generation of burnt out agents who are the, you know, the crushing it era, right? Tons and tons of burnt out agents and burnout, I think a lot of the time people misunderstand it. And they think, Oh, well, I’ll just go on vacation for a week, burnout takes years to actually properly recover from. And so if you, you keep trying to push and you keep trying to move through, and keep doing things the same way that you’ve always done that done them, at some point, you become the thing that breaks, and you leave, you’re either have to get out, or you have to you have to rejig the entire business, which is what this is all about. It’s about setting up your business so that you have the trifecta of why we get into the business in the first place. And you can have that path out of production, if you want, you can have that, you know, multi seven figure business. And when I when I’m throwing numbers around like this, you do not have to be a genius to build a seven figure business, you just have to take the right steps, put the right processes in place. And then, you know, make sure that you’re holding those boundaries really solidly, because there’s a lot of people who build teams, and then they essentially become the personal assistant to everyone on the team, which is the opposite of what we’re talking about. So it really just all comes down to what are you building? And why like, what’s the end point? And have you actually reverse engineered every single thing in your business backwards from there?

Yep. Yeah, I mean, you’re on that person. Seven, five years ago, you know, I used your system. I didn’t have quite a system I got out, I just quit. And I started over, which is where we’re at today. So very well said, You guys get this book. Why don’t you go ahead and tell them really quick again, about where they get it. And all your info, and then we’ll get this wrapped up?

Yeah, cool. So it’s called more money less hustle. If you’re watching a video of any sort, this is what it looks like. And becoming the seven figure real estate agent. It’s available on amazon.ca and amazon.com. It’s, you know, physical book and Kindle. Hopefully soon, I’m going to record the audio book in about 10 days. So that’ll also be coming out in a couple of months. But yeah, I’m excited. I’m excited about it. And so far, the feedback has been amazing.

Awesome. Well, thank you for sharing. Folks. This isn’t always about selling houses. It’s about running a business. You guys need help with that. Check out this book. Get it the call, just check out our other stuff. She’s got a really cool service and listening labs and you guys can listen labs.com I believe is the website for that. But yeah, we appreciate guys watching another episode or listening to another episode of real estate marketing dude, check us out. Leave us some reviews, follow us on YouTube, Instagram, Facebook, and call me. Let us help you script and edit these videos. This isn’t rocket science. We take all that grunt work out and she started teed me up for this because editing your own videos and distributing them and really creating content is a waste of your time. It’s not a money making activity. And it is something that you should outsource to real estate marketing dude. If you guys are interested in that, please visit our website at real estate marketing do.com or estate marketing do.com And we’ll see you guys next week. Thank you. 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 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.

Why Everyone Needs More Reviews with Will Penney

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We’re chatting about Google My Business today, and you guys have probably heard of this. I’ve been hearing nothing but success stories of people all over the place that are using Google My Business and getting listings, getting buyers, getting clients, and it makes a lot of sense. The problem is I don’t really know how it works. So we’re bringing on a returning guest who’s been on here if you guys followed the show, we talked about how to dominate your sphere of influence through Facebook groups and stay in touch with them.

Will Penney has been a real estate professional since 1988, Will has overseen the purchase and sale of more than $250,000,000 worth of real estate in Stow, OH and its surrounding communities. Be sure to check out his website for more information.

Three Things You’ll Learn in This Episode

How to use Google My Business
Is it better than Zillow reviews?
How reviews help your business

Resources