The end of the year is coming, and I know with the holidays it is very easy to get burnt out, but I implore you to go ahead and invest that time into your self and look at what you could be doing differently and purposefully. On this weeks episode, I’m going to share with you what I believe the future is for businesses. I mean, there’s a reason why we started this podcast five years ago, we saw the writing on the wall.
We’re saying attract, attract, attract before everyone even heard it in their vocabulary. They’re still saying Chase, Chase Chase. It’s because consumers changed the way they look for information. What they want from their lender or their realtor has changed and nobody’s hiring you anymore because of the company you’re affiliated with. I don’t care if you’re at exp or REMAX or you’re at Keller Williams, or if you’re a broker and you’re at lending tree or Bank of America, no one gives a crap, you’re getting hired off of your personal brand period. And it’s going to continue to work that way.
Three Things You’ll Learn in This Episode
Branding vs. USP
How to provide a personal experience
How to compete with companies spending billions of dollars going into the marketplace to create alternatives to the buying and selling or lending process
So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike way Ambassador 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 is up ladies and gentlemen, welcome to their episode of the real estate marketing dude podcast. Hey low, folks, it is getting to that time of year Thanksgivings coming up. And that usually this last two months, it’s when you start planning for the next. I mean, let’s be honest, I don’t know about you. But I always get burnt out about this time of year, regardless of what I’m doing. And I was always when I was in real estate, even today, when we’re doing a lot of video work for people and whatnot. But the end of the year, what I’m excited about is that it’s a time that you actually go ahead and work on the business, decide what you’re going to not be doing any more than what you’re going to be doing and then just sort of strategize and take that time take the holiday time off with four days off next week. holidays come you know from that December 20 to the end of the year, it’s you get two weeks where it’s pretty laid back. But I implore you to go ahead and invest that time into your self and look at what you could be doing differently and purposeless. podcasters we don’t have a guest on today, we’re going to teach a little bit. And I’m going to share with you what I believe the future this entire businesses. I mean, there’s a reason why we started this podcast five years ago, we saw the writing on the wall. We’re saying attract, attract, attract before everyone even heard it in their vocabulary. They’re still saying Chase, Chase Chase. And it’s because consumers change the way consumers look for information is what’s changed in the way consumers and what they want from their lender their realtor is has changed and nobody’s hiring you anymore. Because of the company you’re affiliated with. I don’t care if you’re at exp or REMAX or you’re at Keller Williams, or if you’re a broker and you’re at lending tree or Bank of America, no one gives a crap, you’re getting hired off of your personal brand period. And it’s going to continue to work that way. So amazing. I was talking to someone the other day, as a matter of fact, I’m doing this podcast in my garage, and I’m running a company two days a week out of my garage. And honestly, people don’t quite care if I do a demo with somebody. And I’m like, hey, guess what, I’m in my garage, right now. Because people, I feel like this whole COVID thing is even more so with social media, but like the whole professional thing is gone fucking way out the window. And what people are really looking for is that personable experience, they just want authenticity they want to be they want the person they’re talking to the they could trust them, in other words, but you have to be thought of or brought to first. And that’s what we’re gonna be chatting about today. What is it that people want? And how do they go out and actually hire you first? Well, it’s very simple. comes down to three separate things, of what people whether they’re by hiring a real estate agent or looking for a lender or whether they’re buying video services from me, or they’re hiring us to do a website or something. It doesn’t matter people break things down price. Are they looking for convenience? Are they looking for an experience or service, okay, and any business is going to have the exact same thing. So let’s look into talking about convenience in the market. If you’re a lender, there’s things like Quicken Loans, Zillow, Home Loans, Rocket Mortgage, if you’re a real estate agent, there’s things like Zillow, there’s ibuyers, there’s flat fee brokerage offerings. So interruption is here. And the reason why it’s here is because the consumers want it. I mean, these companies are spending billions of dollars going into the marketplace to create alternatives to the buying and selling or lending process. And if there wasn’t an appetite for that information, or that type of service to exist, well, they wouldn’t be putting billions of dollars into it, would they? So how do you really compete back against that as an individual? Because the truth is, is that all these companies are going to weigh outspend you they have way bigger bank accounts than you or your brokerage and they have way bigger bank accounts. And if all of you got together even they are funded very well. Now, it’s not all doom and gloom, though. Because the truth is, the way that you’re going to keep back is the one thing that these big conglomerate companies that have these offerings are these unique selling propositions. The one way you fight back is through your personal brand because brand will trump anything brand can’t compete against or they can’t compete against the personal relationship you have with your
network. past clients, right? These big companies are going to weigh more money, they’re going to have different programs and incentives, they’re going to have slick tack, they’re gonna have better search better websites, it’s gonna feel very threatening. But just like I told you a couple minutes ago, consumers are going to choose who they feel most comfortable with. And it’s very important that you speak to them first, okay? Over 80% of people hire, the first person they meet with the truth is that these companies are trying to get their first. This is where your brand comes in your brand is what people remember about you. And no, they don’t remember what you do for a living, including your best friends that they do remember, is how you do it. That’s your personal brand. So what we’re talking about here is, you know, the National Association of REALTORS had a conference out here a couple of weeks ago, and the topic of the conference was that everybody needs to be creating their own content. I 100% agree with that’s the whole reason why we created real estate marketing Dude, we script edit and distribute video content for people that wanted us to do it for him. Now, why doesn’t anyone else. And it’s crazy how many agents are not creating their own content, but you cannot build a brand or stay on top of mind with people that you already know, or have used you in the past if you’re constantly trying to sell your shit. That’s where content comes in. There’s a difference between marketing and advertising and an employer to go back and check out the podcast I did on that. So I also wrote a really in depth article on my website called advertising versus marketing, if you want to know more about it, but marketing is not advertising and advertising is not marketing folks. And when we’re talking about why I’m saying you need to go all in on your brand this year, immediately is because that’s what people remember. The problem is, though, that you probably haven’t really viewed yourself as a brand and most people don’t. So let’s talk more about what it is. It’s not. It’s a mixture of your personality, the experience people have with you. But also, it’s how you remain on top of mind. Okay. And when we’re talking about separating ourselves from the herd, there’s really only two ways you can do it. Now, one is you can attract business or separate yourself from all the other realtors and all this interruption through a unique selling proposition. This is why a company like Redfin could go into any market without a brand and start transacting immediately. They have a unique selling proposition in the form of a rebate rebate program that a certain percentage of the population is always going to transact with that’s proven. So do you have a unique selling proposition? For you? How do you do that? Well, I can share with you how we’re doing it. And this is another thing I implore you to check out. We’re going to be implementing our listing advocate system, which is just a multiple offer multiple home seller Option Program. Now how we’re offering that listed advocate system is we’re saying hey, we don’t just give you one way to sell your house, we give you five and let you decide you want to do a fixin list you want to cash offer? Do you want to do a sell in stage, you want to do a trade up option? And then let them decide to calculate all their net sheets and compare everything side by side? Because that’s one unique selling proposition that no other agent in our market has? And none of the eye buyers even have yet? So but what do you do? If you don’t have that? Well, maybe you start we have a couple of clients of ours that have a give back program where they sell or they donate five 10% of their Commission’s or the proceeds from a closing back to a charity or foundation. That is a unique selling proposition. Right? You could have your own rebate program, or you could have your own flat fee offering Why couldn’t you if I’m a real estate agent, we are going to do that I’m gonna have a flat fee program and I’m gonna have a full service and let them decide. See people want options. But if what you’re doing is doing what everybody else is and what the hell are you doing differently to earn their attention to stand out and they remain on top of mind when people actually need your services?
Think about that. Does the brokerage you’re with have a unique selling proposition?
Right? Do you have certain programs you’re selling maybe you’re a new construction specialist. Maybe you’re a lender and you only do non warrantable condos or rehab type loans. But specializations are also a niche This is what separates yourself from other people. So think about that. What do you what is it that that you need? What’s What do you do? That gets people to be like oh, that’s different in your product and service what you’re offering and don’t say oh I have access to the MLS because so does everybody else or MLS is public accessible now. And people aren’t hiring you because of your real estate license or hiring you because of how you do business and what you do with it. It’s very, very important that we understand how minds work and what people really want to really focus on what options they want to feel like they’re not getting ripped off. Now, the other way you can build your brand, if you don’t have a unique selling proposition is going to be through your personal brand. And yes, you can do both. Right? You could? Well, there’s no reason why couldn’t you do both? We’re going to do both. We’re doing both I’m doing both right now do both on this podcast, my selling you in any of my products, or my just sort of telling you about them and telling you how we’re going to use them and why they work. So now if you don’t have a unique selling proposition, your personal brand becomes your unique selling proposition. Right? You have to remember that 80% of people still use the first person they meet with, which means this is still a popularity contest. And yes, you have a personal brand. But the key is that you can’t build a brand or a personal brand without creating content. This means yes, you need a Facebook account. Yes, you need an IG account. As you need to be active on social media. It is impossible to build any brand without consistent communication to an audience. There’s no way I built real estate marketing dude, Brandon, we got a million downloads on our podcast, by simply showing up sporadically over a three month period of time. We did it by showing up every freakin weekend with a new episode, and kept publishing that episode to the same audience. And over time, we were rewarded with lots of downloads, and the more constant we have the more podcasts I do like this, some of you guys are gonna call me and be like, Hey, I like what you said, Dude, I want you to hire us. I want to hire the marketing dude, so that you guys could turn me into a local celebrity? And I’ll say, okay, great. Let’s do it. Am I selling you? Absolutely not. I’m serving you. There’s a difference between how we communicate. And that’s what a personal brand is. So if you’re looking at how do I build a personal brand? Well, you do it by creating content, you could do it by creating video content, which we believe in is the number one way to do it. That’s why we have real estate marketing dude. But you don’t have to do video content. Let’s just be honest, not everybody’s going to get on video. I wish everyone would I believe you have to but doesn’t mean if you don’t, you’re going to be out of business either. But you are going to have to do something that creates content, or what I previously was talking about create a unique selling proposition. What is it that you do differently is what people want? You can’t attract anything without being the same. Do you think I could pick out? Let’s just take there’s 100 sheep in a field? Do you think I could pick and they all have different names? Do you think I could pick out which ones Larry? No, that’s exactly what consumers think about real estate agents. today. We’re all selling the same thing. Now if I have 100 sheep in the same corral, or whatever the hell you call it in the field, and one of them’s a black sheep, well, he sort of sticks out that black sheep has my attention. If I was gonna go cut any of those sheep’s wool, I’d probably start with the black one first, just because it’s a little different. See what I mean? So like, we are in the business of content creation, you have a brand, but you’ll never build a brand without either without creating content. How can you do this a lot of different ways. You could communicate with people through other ways other than video. There’s a reason why every single real estate agent or lender that you see very active on social media, whether they’re doing real stories, constantly posting on IG and Facebook, there’s a reason why those people are also selling or doing a lot of business. It’s because they have attention. Like do you know anyone, I want you to go ahead and look at your Facebook feed. Look at anyone who’s active on social media right now. I want you to see if any of them are not doing business, let’s flip the script. And then the question is going to be well, they’re all doing a lot of business. How well because they’re creating content, that every content every piece of content has to be about
your loan program or your the house you sold, you could create content with your kids being a human, the freakin pumpkin patch. It doesn’t matter. But you have to remain present. If you stop talking to your network if you stop talking to your social reach if you stop talking your email list. If you stop talking to other people who’ve given you referrals, I’ve done business with you in the past. It’s very tough to build a brand because the truth is they forget who you are and you’re not that important. The key to all this if you’re going to build a brand is how do you do it in your way. That’s the key. One option is you hire real estate marketing Dude, come on. But the other option is you sit down during this holiday season. If you actually think about who the hell am I? What makes me different? Let me look at the last 10 clients that I had, and what do they all have in common? See, it’s people, birds of a feather flock together, chances are the last 10 People you served, you guys had something in common. And there’s a reason why we all become friends with the clients that we work with. It’s because we attract like people, there’s no shortage of people in your occupation, whether you’re investor, a real estate agent or lender, there’s a million of you out there. And to be honest with you, most of you are all selling the same shit. I can’t differentiate any of you, except the look of your face. But we honestly if you’re not creating content, I don’t know what you look like, either. I just know you’re just another lender, you’re just another sheep in the field. So what can you do this year? That makes you different? Can you host open houses instead of open houses, have Taco parties that are posting on social media and start doing everything you do with tacos? Because you love eating tacos? Fuck yeah, you can? If you have a beard, can you create a show called beard budget? Yes, you can do that, too. If you have eight kids, can you create content with your kids and all of them and talk about real estate? Absolutely. You can do whatever the hell you want. That’s the beauty of this is that everyone has a brand. I’ve seen people that most of us think have no business of getting on video do very well with video, not because they worked with us. But because we figured out what their brand strategy was before they got started. You see, you don’t have a career in content creation, or long living life and content creation without first identified how you should be creating that. And the truth is, that’s going to be different for every single person. Because just like God only made one of you and you have a fingerprint. Well, you do have a brand and there’s not going to be any single one alike. And that’s pretty fucking cool. So I come back to you. And I say, hey, implore this back to you, like you have a couple options, this coming up, winter, and as are what are you going to do next year? I’m telling you, what’s happening. This is all I do. The writing’s on the wall. You have companies like us that will help you do that. And there’s others if it’s not us, I don’t care if you choose us or not, we might not even like each other. But you have to work on building your personal brand. And that’s a requirement. If you’re gonna listen to the show, start building your fucking brand. I get messages from people on like Instagram and Facebook a little bit. Hey, thanks for your advice. I’ve been following you for two years, I implemented everything you say, and we’re fucking crushing it. And I’m like, I love that. And the stuff I’m talking about isn’t rocket science. This is a giant popularity contest. I’m just showing you people how to not be forgotten about by doing things that are authentic, consistent, and generate attention. So don’t overthink it. Focus on what you’re going to be doing each month that generates attention around your brand. What can you do on a monthly basis, consistently that people will notice? Can it be direct mail, it could be video email, it could be a bunch of social media. You could send people clumpy mail, you can do business owner interviews, you could do neighborhood tours, if you’re going on video. You can do client events, monthly events, you could do giveaways, you can do toy drives. I don’t care what it is you do but you have to do something that generates attention. That reminds people of what you do for a living. That’s it. It is the simplicity behind building a brand.
It’s not hard and it’s probably right beneath your nose. So take the tips I have today. Want to keep it short. Hopefully resonate with this. Because of any additional questions. Visit us at real estate marketing to check out the blog and check out some of our podcasts and leave us some reviews. Share this shit on social media for me, let me get the word out there. If you enjoy what we’re doing here at marketing, dude, the more people that share this, the more people we get to serve more people we get to serve, the more we get the help. We’re brands we blow up and it’s a beautiful marriage. So we appreciate guys listen, the show for the last five years and this holiday. Take the time with your family. And while you’re sitting around at that Thanksgiving Day table. I want you to think about and be like Hey, what the hell am I doing this year? What am I really thankful for? Be thankful for your business, your clients, thankful for the opportunity. But those who don’t work on their business hit their own glass ceiling. Oh, just be thankful. Be grateful. And then stop. Thank about what you want to do and then take fucking action. Hope you guys enjoyed this episode of real estate marketing dude. If you want to visit us at our website is the American to do.com and make sure you follow our social channels all over the place. Look us up real estate American radio.com or real estate marketing dude, you’ll find us follow us subscribe, and we hope to hear from you soon. Appreciate you guys this in the show. We’ll see you guys next week. Bye. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.
Quite often on the show, what you’ll hear me say is stuff along the lines of “Hey, you are just a salesperson chasing another check if you are only counting the commission as the real value of closing a transaction instead of leveraging your transactions. When I was selling real estate, the goal of the listing was not to sell the damn house, the goal was to leverage the house for additional buyer leads brand building, and certainly to solidify the relationship with the person that we represented. It’s never a matter of just selling a house.
So today, Sherry Johnson is going to walk us through exactly what she calls sort of the gold mine pipeline. She’s a coach nationally. She’s been doing this for years, and she’s got a wealth of knowledge. She sold for almost 10 years, then went into leadership and management with a huge company, Howard Hanna Real Estate. There, she grew the sales volume of 750 agents from 600 million to 1.7 billion in four years. Today, she provides solutions for agents, individual agents, teams, large teams, mega teams, and also provides management and brokerage executive level coaching for companies.
Three Things You’ll Learn in This Episode
Why you should be running a business and not being a salesperson chasing a check
So how do you attract new business, you constantly don’t have to chase it. Hi, I’m Mike way ambassador, 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, another Friday here, and actually, this show is gonna go live tomorrow. So this is like real time, like, I’m low on shows, and I’m loading up. But it’s a good one. I was just on her podcast. And I know the last few weeks, I’ve been doing a lot more like training and whatnot. But I wanted to bring on a coach. And she’s got a really cool system. Quite often on the show, what you’ll hear me say is stuff along the lines of like, Hey, you are just a salesperson chasing another check. If you count the real value of closing a transaction that only commission you have on that deal specifically, and not leveraging your transactions, the next one. So when I was selling real estate, the goal of the listing was not to sell the damn house and it was gonna sell fucking house. The goal, the goal was to leverage the house for additional buyer leads brand building, and certainly to solidify the relationship with the person that we represented. Because it’s never a matter of selling a house. Like my goal is to sell everyone for houses and under referred into for more relationships that I can read, rinse and repeat the same damn thing. So we’re talking about running a business and not being a salesperson chasing a check. So our guest today is Sherry Johnson is going to walk us through exactly what she calls sort of the gold mine pipeline. She’s a coach nationally. She’s been doing this for years, and she’s got a wealth of knowledge. So without further ado, let’s go ahead and welcome Miss Sherry Johnson to the show. Sherry, how are you and thank you for joining us.
Hey, Mike, thanks for having me. I’m excited to be on your awesome podcast and talk about this. Yeah, it’s gonna be to be hopefully one of your best episodes I have, I think.
Let’s go in. I want you to tell everyone, just brief background, who the hell are you? Where do you come from how you been doing this, and then we’ll get into it.
Awesome. So I am in Cleveland, Ohio, born and raised, and I’ve been a real estate broker for 25 years, I’m going to 26 I was a top agent at a company we had two huge independent companies here in Cleveland. So I sold for almost 10 years, I then went into leadership and management with a huge company, Howard Hanna real estate. They’re huge. We had, I think I had 750 agents in my territory after managing a couple of offices. Through the goldmine pipeline system that I created, when I was an agent, grew the sales volume of those 750 agents from 600 million to 1.7 billion in four years. And that was done through aggressively coaching and helping agents through the go my pipeline, but also, you know, going after being a listing agent, and as you said, selling three to five houses off of every listing and also, you know, getting clients for life and building a 90% referral base. So four years ago, or maybe now almost four and a half years ago, I started sharing Johnson coaching, which was a life goal of mine since I was 27 years old to have my own national speaking coaching and consulting company. We provide solutions for agents, individual agents, teams, large teams, mega teams, and then we also provide management and brokerage executive level coaching for companies and we are our preferred coaching company for some of the large brands. But at the end of the day, it’s all about giving and adding value to agents to help them compete and win at higher level and grow really amazing businesses while working smarter, not harder. And, you know, not getting distracted by a lot of things out there. lead sources can come we’re gonna talk about that, where can you go deep and one of those is with your database, or client base, also known as and I think we you know, there’s there’s lots of ways to do this business. I think agents just need to focus and have a system and a strategy and that’s what I’m gonna deliver today for you with the goldmine pipeline. I have two kids by the way, I didn’t mention that.
Manage that you managed to finally get a couple kids in there through all this.
I love my daughter Tori and 14 year old son Matthew, they’re like little awesome individual. Many people they’re just amazing. And they inspire me every day and I’m a big runner. I run half marathons and I love to run and I love I love real estate. I’m just like so stoked to be here. So thanks. Cuz you’re amazing. And you were amazing on my podcast, by the way, so
thank you. Yeah, well, um, let’s get into it because you’re exactly right. When you say there’s a system, they’re running this business. And I think we’re the why so many agents like fail from the beginning is because they don’t approach it like a business or have a system to it, they approach it, like you’re working in for a sales position, and you’re working for someone that hires you to go out and sell stuff each and every month. And you can’t run a business that way. It just won’t work. It just, it doesn’t work. I mean, statistically, and I hate saying that cliche, but 87% of agents fail after five years. And that’s because for reasons that’s four out of five people don’t make it. And I think a lot of it has to do with what they’re being taught at the very beginning. Cold calling door knocking and you’re burning people out, you’re so you’re taking like a bunch of sales, people who aren’t even really sales, people are trying to mold them into salespeople, and then it just turns into an ugly mess. So let’s get into this gold mined pipeline and start from square one, I want you to walk me through sort of give me what are we going to focus on first, and let’s go through sequential order, so everyone could sort of follow it,
I send out so you are the CEO of your business, you’re gonna call yourself CEO, but you have to run out like a business, as Mike just said. And, you know, it’s, it’s not just gonna happen, like people, I think, get the get their license, and they mistakenly think that everyone in their sphere is gonna use them, which happens at some point, it will happen. But you have to have a plan. And we can’t hope that people are just going to use, you can’t hope you’re going to do this business, you have to actually have a plan and make it happen, and be intentional and on purpose and what the goldmine pipeline is going to do for you. And what’s so great about this pipeline, Mike is that it works, no matter what someone’s current production is, okay, so if someone’s already doing eight or 10, or 15 million or 20 million, they can use it to do 10, or, you know, to grow their business double or triple it, I have agents that are doing 100 million that use this system, everyone on their team is on it. So it doesn’t matter what your current production is brand new, or you’ve been licensed for a long time. So it doesn’t matter your years of experience, it doesn’t matter your current production, this will create what I love the most which every agent, the reason 87% fail, is they don’t ever develop consistent or predictable monthly income and they sell a house one month, don’t sell a house the next month. And it’s this ugly roller coaster issue. So perfectly stated. It’s like, they just don’t have enough people. And the biggest thing I’ve seen over these 26 years of leading and developing agents is that they have like two to three people that they focus their time and attention to over a 30 to 40 Hour Work Week, you’ve seen this movie, doing research for those three to five people. And they just don’t have enough people that are having have conversations with enough people. And so while agents discount the ones who say, I’m not going to do anything for six to 12 months, they don’t put them on a list, they never follow up with them. And what I say is opportunities are not lost. We didn’t lose those opportunities. Those people went and bought a house eventually and listed their home with somebody else. So opportunities are lost, they go to someone else go my pipeline system will help alleviate that and not have that happen anymore. When you lose that listing. You know, agents will say to me Why didn’t believe these people because they said they weren’t going to do anything for a couple of months. And two weeks later the house is you know, frickin listed. And there’s a sign in the yard or they see an MLS and they’re like whiplash thinking How did this happen? And I’m like, Well, you didn’t maximize the opportunity. And you didn’t overcome their objection to listen, somebody else did. The what the goal my pipeline system will do is create consistent and predictable monthly income, which I love. So you’re starting out and you want five grand a month or eight grand a month or 10 or 12,000 a month or more. You can create consistent and predictable monthly income by having more people on the list and taking everybody I mean, do we really care when I meet somebody at an open house and they don’t know they started looking, you know, my line is hey, I work with you at your pace and your speed. Whether this takes two weeks, two months or two years I’m not going anywhere. Right and we take out that like Parana pneus of like I only want to work with you if you’re ready now and and so when people like that they like that I’m not going to show houses for two years for God’s sakes that’s another problem people do but I’m saying is keep them on your list because even the two year person is going to sell in less than two years Okay, they just haven’t wrapped their head around that yet. So what happens is they agents are spending all their time and attention on these two to three people they consider a buyers and if those things don’t pan out Mike what do we have? We have like a big fat well
this is what happens when you do I mean it’s why the peaks and valleys everyone spends time on the two to three you close them you’re like shit, I need two to three more. Then you spend two to three months trying to find those two, three more than you rinse and repeat the same fucking thing over and over again. And that’s why the average agent only sells six to nine houses. I could trip over six to nine sales a year. But I want to point out something that you said, it’s really good. You’re right, you have to, it’s like, you meet someone in an open house, you have a good conversation, you know that if they were ready now that they would probably work with you, you just either get that feeling or you don’t. And same thing, if it comes off a lead online, you’re like, hey, you have a good rapport with somebody, Okay, I gotta, this guy’s gonna buy a house. But the problem is, he’s not gonna move here till about nine months. So How the hell am I gonna stay in touch with them? Listen, folks, if you just like continuously, every time you communicate with them, for the first time that you meet them to the time they’re ready, if it’s always about work, you’re fucking slick salesman, at least in their eyes. And there’s a way to humanize and nurture that relationship through other ways that you’re not always having to talk about work, like trust me, once you meet someone first, and you establish the point that your agent, like, great, I got your an agent, okay, but doesn’t mean that every time you talk to him in the future, you’re gonna be like, written by anybody where he saw you already. So think about that salesperson that did that to you. Usually, it’s in the form of a financial planner. And every time they come up to you, they just keep coming after you, you’re like, your ego ready to go, we’re gonna go dinner, like, I know, you’re trying to sell me something, and then we get turned off. So I’m really interested to see how you’re going to position this Go right ahead, keep going.
So the goldmine pipeline will actually cast a wider, bigger net, so that you’re having more conversations with more people at varying stages of their home buying or selling process. And so some of those people are going to be a, but that might look like a right now, some are going to be be some are gonna be C and then in the pipeline, where we define a, b, and c is like, A, it’s going to be 70. In the next 60 days, they’re given Lister or bi, B would be up to six months, and C would be over six months, right? And what happens is we actually take your list instead of Mike, everyone has a list of leads, and we take the list, and you actually monetize the sales value of each of those people. So if you’re in an average $400,000 market, and you have 10 leads, that would potentially be listing prospects, even if you haven’t even spoken to them yet, you just know they might be a possible listing. And even when you know you’re getting 10 of those leads for 100,000 apiece, we’re at 4 million already right now, just intend. Now you say okay, Sherry, I’ve got 20 potential sellers, at varying stages of ready to sell. Now I met 20 times 400, a pop or $8 million. And I haven’t even talked to you about your buyer side, potential client relationships yet. So think about this. So now go to page two on the form, and the strategy and we’re gonna look at all buyers, okay, same thing, identify what timeframe they’re in roughly A, B, or C ranking, and then put a value for them. And when we add that up, and it’s 10, we’ve got another 4 million if it’s 20, we have another 8 million. And so if you have 20, buyer leads and 20. Let’s do it. So it’s many of you do, you’re sitting on what I call unrealized business, when you look at it in terms of monetized value, not because we look at people as $1 sign sale, but because if you saw what’s on your pipeline right now, and it was $16 million, I think you’d feel like the Rockstar agent that you are or could be, right? So coaching is not making people great. It’s actually bringing out your potential of what you have. And you just don’t realize you
have given potential.
When agents come to me and they say, oh my god, here’s a here the two bad examples everybody resonates with. They come to me and they say I have these three things that are happening. And I’m going out of town for you know, four days. I said, okay, can any of them happen before you get them any signed before you leave now? Okay, great. Let me know if you need anything. Well, two of them got listed. When was one was an expiring listing for 350 that got listed by you know, it’s sold, actually. The other one got listed. It was 215. And it was that lifted by another agent in the office. She lost that so both those deals are gone. Before the four days are up. She comes into my office. My name is Jane, God bless her and she says you’re not going to believe this. And I said why? She said my buyer that was going to write for 450 bought a for sale by owner. And I said, well, obviously you have other people in the pipeline. She said no. And this is what we hear. I was counting on those three things. She’s crying, she was counting on a commission. I’m gonna sucks people. This is not how you This is why you are failing. And so to be totally blunt, it’s like, oh my god, okay. So now as you said, we have to start over 90 days, two months it takes to cultivate, so then conversely with a better story, so you cannot just have three eggs and The basket people, it just it’s not the way to do this business and you’ll hate it. It is an up and down financial roller coaster. And again, any one of those blows would have been would have sucked just one of them all three, she didn’t have if she had 25 or 30 more people to go talk to you, okay, she could have absorbed those hits. And then and and failures, you know, as out of her control a little bit. But like she could have gone to those other 25 to 30 leads, she didn’t have anything in the backlog. So on the on the opposite spectrum. I had an agent come to me, one of the office and she came in and she said, You know, I feel like a loser 15 year veteran. Okay, she said, I feel like a loser. I said, Well, you’re not a loser. She said, But I only have four buyers. And I said, Okay, handle the forum, I said, how many people you’re talking to about listing their house? And she’s like, well, I have a lot of those I said, are touch that have a ton of them. They said, Well, what’s a ton? And like she said, I have 25 of those at least. And I said, if 25 listing leads, and you’re telling me you’re a loser, right? She said, Yeah. And I said, How many of those people are moving out of state? And she said, none of them and I said, Okay, so you have 54 pieces of business right here. Go fill this out, write down the numbers, fill in the blanks write down that value of each one of those potential sale, she came back 12 and a half million dollars. Okay, she’s hugging me. She’s feels like 10 She feels like 10 million 12 million. And And the truth was she about a 225 average sale price. And what I what she said to me, Mike is this, and this is where we fail again, she said to me, Well, none of these people are asking me to list their house. And I said they’re not going to like we know what to do when a lead says Hey, Mike, I’m ready to sell my house. Hey, Cherie, like, I’m ready to go, I already bought a house and moving my leases up, I’ve already sold my house, I need to do this. Now. We know what to do when people call us. And when they do. What happens for these agents is it shows up in a blue frickin Tiffany box with a white bow on it, it’s a gift. It happens once in a while. And it doesn’t certainly doesn’t happen often enough for people to make 150 or $350,000 a year. So if you want to be an agent that’s making more money, you have to go make this happen. And so I said to her, they’re not going to you have to add value and get yourself appointments of these people and get them excited about moving and go see their house. And so once you fill this pipeline up, she had, again, 54 pieces of the business 24 or 25, listing leads, and 29 buyer sides. And I said to her, you don’t have any dialogue scripts, or talk tracks or strategies to get an appointment. So you need to come to life coaching each come i training and Thursday, whatever it was, and I’ll teach you how to get appointments. So we fail, and we suck miserably as an industry at adding value to convert leads into clients and then getting appointments. So if you you could actually work a smaller number of people and just be more effective with a better strategy and get more business than trying to throw you know, whatever.
I mean, these are these are conversations. All right. These are. So these are so in would you say within the last three to six months? What’s what’s timeframe, like how often? What should we call these as like conversations that you guys have had, whether you’re buying or selling with consumers, over a period
of what? Well, whatever it takes. So people stay on this list really until they buy or die or tell you to stop calling and most people are not going to tell you to stop calling unless they have bought something. So I followed up with it with a lead from an open house Mike for 11 months, I didn’t show houses for 11 months, I followed up with a 45 second voicemail that I left people that said, hey, Sherry Johnson, with XYZ company, I sent you some less days I’d love to show you these houses when you’re ready like no this day or this day. They didn’t call me they didn’t call me. And there are many coaches out there that say after someone goes shoo, you know, dump them after the third time. That’s not my strategy at all. If they’re just not calling me back, that’s okay. I actually would call and laugh and say, Hey, tell me if you want me to stop calling and I will. But I probably won’t. I’m gonna I’m gonna call you again next month. I’m going to call you again next month. And what happened is these folks were like, in the 11th month, which coincidentally happened to me November, they said to me, Sherry Johnson, you are the only person that stayed in touch with us. We’d like to listen and sell our house. Can you come over this week now? I was like, yeah, and then I and then here’s what’s crazy. They listed and bought with me and then less than two years in less than two years they did it again. And that time the house I sold them was for it was a 450 list and they bought for 650 and this is a repeatable and the fortune is in the follow up people it is how long did it take me to make those two calls a month, right? It did. I made two calls. Add value, I stayed in touch. And really those people had I not stayed in touch with them 11 months. So here’s what’s cool. The Goldmine pipeline is like the Alaskan pipeline, it goes on forever. And you’re sitting on a goldmine if you build a big enough backlog of people, like I used to sell 75 houses. And I had about 125 good leads on my list at all times. And so you can very mathematically with my formula, figure out exactly how many people have to be on the pipeline that you’re going to convert over, you know, the next 636 12 months, you need business six months from now. So when somebody says they’re not ready, that’s okay. That’s awesome. I actually need business eight months from now, because I don’t know where that sales gonna come from. And this is funny, Mike, this actually came from me sitting around as an agent, saying, where’s my next deal coming from? I did about three and a half million my first year in 1996, when we still had books, and we weren’t online, really MLS books. And, and I was like, where am I getting my next sale? So I would write down everybody, because I’m even remotely talking to you. And then I would write down everybody about buying. And I would add it up. And I would I would be like, Look, I could do 8 million look, I could do you know, it’s
funny, I used to run around the notepad. That’s how I kept track, as I said, but the white notepad and I remember having like 10 pages of people, I would just go through those names every day. And I would write my last notes. There’s no system of follow up, and it’s okay, follow up on this one, or I’d add it to my paper calendar. And follow up on it. So let’s get into the communication part. Sure. How are we staying in touch? What’s the conversation? Like? Are you reaching out on phone? Are you hitting any given them through email? So let’s just take the average person that you have a conversation with, but I think where people get stuck is like, alright, they’re not ready. But what the fuck do I say to them during this time? So like, let’s get through the nurturing content? And how are we nurturing these people until they’re ready, because you can’t, you have value but you can’t always be like, by you got it, it’s there’s a thin line, right? There’s a you can always just be like, you can’t be that slick salesman, but you can also be that non aggressor either, because that also says something. So what is the communication
you’re doing? Once somebody comes into your fold into your environment, they go on everything, right, you get their email, and you add them to your, your, your Facebook group, that’s a private group that only your clients and past clients and family friends referral sources are in, you start to build a relationship with them. And, you know, if you identify at the beginning, you say here, I have an exclusive homebuyer guide that has everything I need to know about buying a home, I tell agents to take the explicit homebuyer guide, we give them one, but if you don’t, if you already have one, and break that into like 15 emails, if they’re gonna buy with you and list with you, you use that campaign and you say, it’s never too soon to have me over to look at your house, I’m not coming to list it. I mean, I am coming to list it. But I want to come there first and see the house. Because I add value to the process before you go to Home Depot or hire a contractor. I can tell you, I could save you time and money and tell you exactly what to do with that slight floor in the back hall that you’re thinking needs to go because you haven’t sold a house in 15 years. And you don’t know that today’s buyers love slate. So you can add value early on. And then what happens is those people are like, You know what, we met you and now we’re excited and the interest rates and this and that, we’re gonna move it up, and now we’re going to buy and move sooner. So I would put them on a very good email campaign doesn’t have to be complicated. You don’t have to spend a ton of money on a CRM, you can if you have a CRM, these come with those, you could just develop 16 emails that go out over time, with different points where you would say, you know, I’m still here, I’m if you’re looking, if you’re ready, still thinking of making a move? You know, for your SI people, I think your follow up, you know, a lot of times people make the mistake of thinking a C person is a C person six months after they put them on the list. And it’s like, they could have changed, and you just, you’re remembering that you made them a C, but that was six months ago or three months ago, they might see people turn into eight people very quickly. And you want to be the one that maximize that opportunity. So I would I would call them I would put them on an exclusive buyer program. Like everyone says, Well what’s so exclusive? Well, it’s yours number one and you are different than every other agent. So if you don’t know that sit down over the weekend or this tonight and say what am I doing that’s different than everybody else. My homebuyer guide was my listing tool like I used it as a prop and it got me more listing appointments because I would talk about the buying side but then I would quickly sort of identify you know, I want to come into your house that helps me to see your house while I’m out looking for a house for you. I can see your room sizes, your furniture, colors, things you love about your house and you You heard about your house. And they’re like, Oh, no one’s ever done that. That makes sense. And I just say, that’s how I do things. I want to come see your house, what’s in their house. Now we’re talking about listing it. Now we’re talking about a time frame. It shortens the sale process. And if you all would listen for like a second, here you are salespeople, like we said at the beginning, and your job is to get appointments, like nothing happens. You’re not going to write an offer, not going to write a listing contract. If you don’t have appointments in your in your schedule this week, it’s not going to happen again. And I don’t want that to happen is you have bills to pay and your whole family thing. Sure, you know, outworking and I want you to be in that 13% That’s actually making money. So go my pipeline, over time should be carried around with you. And when you get lower, you start to see that you sold everything, if Bill your calendar by going back to that thing and saying okay, well to a bar.
Like seriously, just go out to a family party. Okay, get together, like, oh, yeah, you have Thanksgiving, like this time that Thanksgiving, Christmas, Halloween, all the parents that were just trick or treating around the neighborhood’s 10 to 15% of the people that you’re walking around are moving this year, and all of them have referral for you. But here’s what we’re talking about is talking about building your audience building your list over time and building the wider net. She mentioned something that was important. The Facebook group, not all communication always has to be about real estate, that drip campaign should references just one touch through emails. But if they’re also the Facebook group, or friends on Facebook, she’s probably also talking about the news restaurant in the community. Right, right. She’s also talking about a picture with her fabulous kids. She mentioned earlier, I’m sure it’s mixed and matched somewhere in there. And it all starts by that little homebuyers guide you have what’s the hook? That was the what gave you the excuse? So like, do you guys have any tools? Or do you guys have any content you own, you guys have any original content that will position you as an expert, like you have to have the basic tools and know your brokerages site is not good enough, because that’s their tool, not yours. And you need your own brand. I mean, that’s what people are hiring. So
yeah, it could be it could be educational, you could do a video series on your homebuyer guide, put on your YouTube channel and say, Look, if you’re interested this is this is available for a minute already. In the meantime, I’m not going anywhere I work at your pace, your speed if we need to, if we need to move that up quicker, I will. But in the meantime, I’m going to put you into our system. And I’m going to share with you we do stuff on you know community involvement, we do a lot for the community, it’s just other stuff outside of buying and selling and you’re gonna love it because it’s all great information. And it’s part of the community, we all live work and play, I think that say, I love having conversations that have nothing to do with real estate, because you’re at the center of those. So if you haven’t done a networking event where you put four or five or eight women together that could all help each other, you know, do that. You’re the, you’re the center of those things. And when eventually the someone’s gonna say, Hey, how’s the real estate market share, and you’re gonna start talking about the real estate market, everywhere you go. And like you said, this, you know, I made $18,000 at the carwash because I said real estate and I and I was available. And I I capitalized on talking to someone, which is again, what you’re supposed to be doing, you know, if you don’t like the word prospecting, I say talk real estate to everyone you meet, everywhere you go, you’re gonna bump into people, Kid event, sports event, a work event, holiday event, birthday, whatever, you can make money in this business so easily, if you would just think about serving with, you know, value add a value driven strategy, the goal mind pipeline, what’s so cool about this is that on the very last page of the pipeline, we separate the A’s from the A, B, and C. And when we look at all A, B, and C, it’s a pretty big number 16 20 million, whatever. When you just look at the A’s, you’re able to now forecast like a business owner, what your sales and listings will look like over the next two months. And ultimately what your cash flow will look like which again, we never see that we agents or make money, make no money, right? You don’t have to be in that feast and famine, you can actually look at and say I’m I should, over the next two months, make this and this and now you’re saying predictability, predictability, I now am in control of my business and you can make whatever you want. You want to double your business, double the amount of appointments should go on, put more people on the pipeline. And by the way, I almost forgot to say like if someone says they have a referral for you like this one guy friend of mine, Josh said I have a referral and my neighbor wants to sell and we’re like in a park There’s no way I’m getting that information right then. And I said, great, cool that his neighbor, they live in a 650 plus neighborhood. So I’m going to write on the goldmine pipeline under listing lead Josh’s neighbors 650. Why cuz I want to remind myself to call the lead referral source, right? Otherwise, that’s going to go through the cracks, I’m going to see that house listed and be like, Oh, my God, I talk to somebody and be pissed at myself. Now, you won’t be because you put Josh’s neighbor 650 on the go my pipeline sheet as a reminder, as a placeholder until you get the clients actual information. So this system is like simple, but it’s brilliant, if I may say so. And I’ve helped 1000s of people like that we’re gonna quit the business, say, You know what, I did this. And now I’ve already sold 3 million. I mean, we take people from a million and a half to 6 million in one year, we take people from six to 60, and so on. So you know, if you want a copy of this, I’m happy to you know, go to just email me, man, you rock at Sherry Johnson comm. We’ll put that in, in your podcast if you want. But I’ll give you the system, the form and the ways to maximize it. It is a simple system we have provided also in an Excel spreadsheet for people who like it, most agents don’t like Excel. But the bottom line is talking to more people. And using this as this is your list to follow up with every week. And if you can’t follow up, because your scripts soccer you feel like you just can’t you’re dead ending everywhere, then, you know, hire somebody hire coach, though, listen to some free content that is out there.
So easy, though. Like, it’s so easy, like you can’t, if you can’t follow up? No, I’m just gonna tell them I quit the business like you’re not, it’s not gonna work like this is really simple. And I don’t want to be the negative Nancy over here. But you’ll just be honest, like if this is really simple, so I want to, it’s so similar to how I used to run my business back home. So here’s what I walk you guys through this. And we’ll wrap this up and get Sherry’s info. So you guys can get a copy of this thing, you definitely get it. But I used to carry a yellow pad in my back pocket. It’s how I got started. At four o’clock in the morning in the nightclubs during bottle service, I’d be getting everyone’s drunk email addresses and phone numbers. And when conversations for me to get them to start talking about a house was always asking them what they do first, and they always have to ask you what you do next. And it always opened up the conversation for real estate. So like if I knew that 10 to 15% of the market moves every every night, or every night, every year and every night when I go out. I know that I’m just looking for 10 to 15 people to talk to I don’t know yet. What I ended up doing was building an email list and a direct mail lists, just friends and family some conversations with real estate or not. But I would always add them to my direct mail list, which meant they got my next touch each and every month. I always add them to my email list, which meant they got my next touch and I wasn’t ever talking about real estate. I was just building an audience and it still worked. I was I was I was wishing people happy St. Patty’s Day in town where the bar specials were. I was wishing people happy Valentine’s Day. My direct mail pieces were just like toilet humor. Fun facts have nothing to do with real estate. But what I realized is that if you have brand associated on communication, whether it’s a shirt, you’re wearing a hat, you’re wearing the sign and Sherry’s video right here behind her I know she has Sheri Johnson coaching, she’s not doing that on accident. She’s doing that on purpose, because you might not be listening to the audio of this. You might be watching the video and um, she’s branding, branding, branding, but that consistent communication, because you’re right 80% of those people that you have conversations with, end up hiring the first person they meet with when they’re seriously ready. So just because you have that one conversation up front, like it’s your job to continuously follow up and you don’t always have to follow up in a way that involves them, like hogtied them and sending them into a house and getting them pre approved. Like you could just be in relationship with people but it starts by consistent communication to the same audience over time, not only build your brand, but get those people that you’re talking to once to actually come back. Well put Jerry, I love it. Why don’t you go ahead and give them your website again, so they can know we’ll get this all wrapped up?
Absolutely. So you can find us at Sherry Johnson calm and that is Sh e r i Johnson. No t so Sherry Johnson sh t ri johnson.com. If you’re listening to this, and in there is a on demand webinar on the go mind pipeline that you can download in a minute and just put in fillable form it’ll email the the download of this very strategy as a web. It’s on our it’s on demand, an on demand webinar. The other thing you can do is send an email to you rock at Sherry johnson.com and ask for the goldmine pipeline and mentioned this podcast if you want or just say I want a copy of the Gulf, my pipeline, we’ll send it out to you right away. And we have you know, my podcast is you Rock cherry Johnson, are you rock to share Johnson podcast, which is really fun. You can listen to our exclusive interview with Mike because it was fantastic and it was awesome. And yeah, that’s how you can find us love to love to share anything with any of you whether you want coaching or you just want some really good free content, I have a tendency to give out a lot of just helpful staff to help you and if you do want coaching, we’re happy to help any of you. You could also see all of the coaching programs on my website.
Love it. Thank you Sherry class, give her a call. Look her up guys and thank you guys for listening another episode of the real estate marketing dude podcast. I appreciate you guys each and every month. Why don’t you guys go ahead and follow us on social if you’d like to contact us seeing subscribe to the show, follow us on Instagram, Facebook, YouTube, subscribe to that channel. And you know if you need more real estate marketing help, we’ll script that and distribute all your video content for you without making you look like a total loser on camera will make you look really really really cool. And I think you’re gonna be happy with the results. So why don’t you give us a shot? Visit us at real estate marketing do.com real estate marketing dude.com We appreciate you guys listen another episode. See you next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing 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 a 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.
What we’re going to be teaching about today is about how to get over that hump. That big hump of getting on video, because I don’t know what it is with a lot of people, but let’s be honest, you’re sitting there listening to this show right now and in the back of your mind, you’re telling yourself, Hey, I know I need to get on video. Instead of getting to work you delay the process. The reason why I know that is because it’s the fourth quarter and I can predict when the calls are going to come into our company and people will say Hey, Mike, I’m gonna do video this year, and they’re already starting to happen.
If you don’t know, we script, distribute videos, and basically build your show and become your marketing dude, and make it really fucking simple. But this isn’t about us. What I want to do today is show you how we get each and every one of those people comfortable on the camera and get used to, you know, creating content.
Three Things You’ll Learn in This Episode
Why it is important to get yourself on video
How to get started on video and get yourself a real estate marketing dude
Why most people shy away from video and how to get the f*ck over it
So how do you attract new business you constantly don’t have to chase it. Hi, I’m Mike way ambassador, 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. Book folks haven’t had any guests lately, I’ve just been sort of lazy on booking them sort of having a good time, doing a little bit of teaching. So what we’re going to be teaching about today is about how to get over that hump. That big hump of getting on video, because I don’t know what it is with a lot of people. But let’s be honest, like you’re sitting there listening to this show right now you kick that can down the road for far too long. And in the back of your mind, you’re telling yourself, Hey, I know I need to get on video. I know I need to get on video. But you know what, it’s been such a good year, I could just wait one more week. And then that week turns into a month and then a month turns into six months and then another year. And the reason why I know that is because it’s the fourth quarter. And I can predict when the calls are going to come into our company, I can predict when they say Hey, Mike, I’m gonna video this year, and they’re already starting to happen. And we’re only in October. And if you don’t know, we script that it distribute videos, and basically build your show and become your marketing dude, and make it really fucking simple. But this isn’t about us. What I want to do today is show you how we get each and every one of those people comfortable on the camera and get used to, you know, creating content. Like I didn’t practice for this podcast right here, I just literally hit record. And it’s because I’m passionate about my trade, I know exactly how to communicate with my audience, I know exactly who my brand is. And that doesn’t happen overnight. That takes time it takes, you know, takes time and energy, but where it all starts is by having
the wherewithal or the called the balls to go out and say, hey, look, I’m a personal brand. People don’t hire my broker or my bank or whatever, they hire me. And when you first realize that you are the brand, that’s when everything changes, you see, we often times just look at ourselves, and we think I’m just an individual, like, for me, I’m a dad, I have three kids, you know, I have feelings, I get emotional, you know, I get stressed out quite a bit, guys, I have anxiety, you know, but we don’t voice those different things to the world. But the truth is, is that our vulnerabilities are the best marketing piece we have. And that’s part of what embracing your brand is all about. It’s not about connecting with 45 Different million people because a jack of all trades is the master of none. It’s about connecting with those people whom you who are your brothers from another mother, your sisters from another mister your people, your friends, your family, look at the last 10 clients that you attracted and you close a transaction with and I want you to ask yourself, well, I just closed a transaction with 10 people. Why did I all become Why’d they all feel like they’re my friends? Like, why did I start drinking beer with them? Like why do I want to hang out with these people? Well, the reason is because consumers choose you based upon the comfort level they feel with you, especially in our business, and you don’t attract like people on accident. It’s just how it is people are attracted to like people, especially when they’re buying or selling real estate, it’s one of the biggest financial moves they’re ever gonna make, they’re not going to do it with someone they don’t relate with. Which comes back to my original point, authenticity, because that’s what identifying your brand really is. You don’t have to create videos about real estate if you want to. That’s great. That just means you love real estate. But you have to create videos and match them with your daily life, your personal brand. And the very first thing to get over how to get over being on the camera is actually start with a strategy that you’re excited about. If I was going to go out and start shooting a bunch of videos on, I don’t know, playing video games, like I don’t play video games, I don’t have fun playing video games. My videos would be very boring on video games. Why? Because I would be not very entertaining, playing video games. It’s just not my thing. So what does that mean? Well, it means you create stuff that you already do see videos and lead generation, it’s communication. And it’s impossible to communicate in the correct way or an authentic way when you’re being forced to do something you’re not comfortable with. Therefore, it’s always while we create a branding strategy, it’s always why we create a communication strategy. So the first question you have to ask yourself is am I doing video long term in my using video to build my brand over Time, or am I going to go ahead and use video, just because I need a few videos like maybe I need a sales video, some running ads, maybe I need some core videos on my website because I need to help convert some more leads or whatever that may be. But if you’re going to create your brand with video, you need to have a theme you need to determine which is the right way to do videos for you. So let’s go ahead and put this into context with a couple different stories to show you. So I’m gonna give you a couple ideas on some shows we created this month. The best one I love. I love this dude. We create a show for mortgage broker in Fort Collins. If you guys have any business to do in Fort Collins, look him up. His name is Aaron Beatty. And we first meet Aaron I noticed that he has a huge beard. He has a he’s wearing a hat. Aaron looks like a lumberjack like Aaron, your Instagram handle. He goes oh, well, um, you know, Colorado’s bearded lender. I’m like done. So we came up with a show a video series called beard budget. Why would we do that? Well, I know beard is his personal brand. I know that he focuses on the cost of living in Fort Collins because he’s a mortgage broker. So what a better way to brand that than just to say beard budget. I don’t care. He doesn’t have to say it from the top of his brain that he’s a mortgage broker. But every time someone watches beer budget, they’re going to infer his mortgage broker without him having to say it. Now that he has a strategy under a show, what kind of content would you create with beer budget? Well, you can easily do neighborhood tours and talk about the budget. In each, you could do a beard budget show just on the different types of loans available. You could do a beard budget show on brewery tours, it doesn’t have to be real estate, you could do how to spend a day in Fort Collins on a budget. Think of the movie
half baked if you’ve ever seen that movie when Oh my God, what’s his name, but he takes the girl out to date and he only has $7? Well, if you watch that scene in the movie, every time he has the buy her something like an ice cream cone or hot dog, he starts losing that money. And he’s scared about running out of money and being embarrassed on the date. That is the branding strategy for this individual. But let’s go ahead and switch gears and let’s just say oh, I don’t have a beard, Mike. Neither do I. But what would I do if I’m just like a regular agent? You know, I’m just like a regular plain Jane person, you know, I sort of get along with everybody. No, you don’t you haven’t dialed in your brand. yet. I’m telling you, you do not get along with everybody. You are not God, and you are not perfect. So don’t try to be what you really want to do is figure out average the last 10 clients you have, and then be like, Hey, how would I? How would I communicate to them? If I had a reality show? What would the name of it be? That’s how you build your brand. That’s how you build your video strategy. Okay, one more example. Go on. Let me think of one more. Okay. So let’s do a Geographic show. I’m gonna launch a Geographic show here in San Diego. I use it when I’m doing actually. So long story short, we’re starting a team here in San Diego. And we’re, we’re creating the first real estate marketing company powered by real estate agents. So we’re going to be creating content for people. If you’re in a market that you’re interested in exploring that opportunity with us, please feel free to reach out and visit us at real estate marketing dude. Because we are going to be setting up expansion teams throughout the country and the name of our website is called your real estate dudes. So we’re going to do teams separated across the country from all different types of brands, and or whatnot. But the name of my show here is called North County vibes. vibes. Why would I have a show called North County vibes? Well, totally goes with dudes. I could have North County vibes. Hey, bro. This is like the flow of it down here. That’s how I am outside. We’re shooting our first two videos, actually today. We’re going to do a downtown Encinitas tour. And we’re gonna talk about all the cool restaurants, the bars, two breweries that are on the little strip there. Then we’re talking about the pros and cons of living here in Encinitas. And we’re gonna just go through it. And we’re going to do it in a very duty type of way. But it’s how we do content that people remember. So the first thing you need to do is figure out how to communicate, I highly suggest starting a show if you’re gonna create an ongoing series, because just like this podcast, I wasn’t going to shoot this week, I didn’t have a guest. But if I don’t shoot this podcast right now into this episode, I don’t have anything to publish on Saturday. It’s my job as a media company to keep publishing content so that you guys can tune in, listen to it, get more ideas, and start implementing them in your markets. That’s how I run my brand. That’s how I find more clients. Okay, so it’s no differently than how you can do it in your own now, let’s get to the actual shoot. So what is your strategy? Most people are are stuck because they don’t have the right strategy with video. They’re just doing video because Tom Ferry told them to and you’re just trying to check a box or your coach told you to but the video idea your coach told you to videos and you’re like that’s fucking boring. I don’t want to do market reports. Then don’t fucking do Boom, because that’s never gonna work for you, because you already lost the battle, you’re getting on camera, doing something that you’re not comfortable with, therefore, your videos never going to look good. You’re never going to be authentic in it. That’s just the truth. You got to be excited about your strategy, if you need help with that you call a real estate marketing dude. Now, secondly, let’s talk about why people buckle at the knees. When the camera turns on, if you don’t know what I’m talking about, like if you ever noticed, like,
when you get a call from a random stranger, let’s just say someone calls you up, hey, I’m coming in your market. I’m gonna spend a million dollars was spent a million dollars with you and coming in your market? Do you actually like worry about how you’re going to answer the question? Like if that guy comes in? Hey, I want to why don’t you tell me what the downtown Encinitas looks like? I’m gonna come in there. I want to spend about 1.5 million, but I really want to make sure I like the downtown area. Am I going to think twice on how I answer that question or respond to that individual? Absolutely not. So then why the fuck do you think twice about what you say into a camera, the only difference between talking to a camera versus talking to an individual is just the context of the situation. But you’re always talking to one person one at a time. And the reason I don’t know why it makes us buckle up Dinesen when we see that record button ricin in front of a camera. But if you close your eyes and use envision yourself talking to one person at a time, one person at a time, that’s really what it is. Go head on YouTube, right now look at some of our clients stuff, look at other agents stuff, see what they’re doing. And that once I have the most views of the most conversational, they’re not ever selling anything. They’re just giving information. And as a real estate agent, as a lender, that’s your job. You give information about your product, service and community. That’s what the hell we sell. We don’t sell houses, we saw the communities those houses resided. And that’s a different train of thought and how you bring up and think about your content strategy going forward. So the other thing too, is like to be shooting videos. You should never be nervous in the act of shooting a video. And the reason is because if you don’t like the way you look, guess why you just don’t post it or don’t send it to anybody. Therefore the act of shooting What the fuck are you worried about? Who’s gonna see you besides yourself? And us if you’re using you and your editor, or your producer or your editor or your script writer, whatever it may be? What are you worried about? If your video looks like crap, reshoot it in practice, but it’s not hard, it’s just new, the biggest challenge people have is just getting started. Just like in anything else. Like, look. We’ve had our third kid and I’ve had three kids, okay. Every time we have a kid, I gain as much weight as my wife does in the pregnancy. And I’m like, hey, this time,
I’m gonna eat healthy. Not gonna gain 15 to 20 pounds.
I’m gonna do this guess what I gained 15 to 20 pounds. Now I’m in the process of working out losing that weight. And it’s working but took me freakin two months to commit to being consistent. at getting back on the we bought the peloton thing here I am in my garage. And it took two weeks to do that. So what I’m saying are two months. I mean, just to get back in the trainer thing. So much like what is approaching video. Anytime you do something new, it’s very uncomfortable. But no one’s ever growing. Unless they’re uncomfortable. I don’t know about you. But I like to be the most uncomfortable person at all given times when it comes to business. Because when I am, that means I’m fucking growing it. It’s when you become complacent that you hit your own damn glass ceiling. And that’s the same approach with video. If you come in and you say, Oh, this is this is just gonna suck every time it’s all mindset. No, it doesn’t suck every time I look at some of our first videos I sucked on them, doesn’t mean I didn’t get good at them. Now I could talk your face off, just by fucking sitting here. I don’t even plan this video. I’m talking to you for the last 25 minutes on my own. And I don’t have any script. Why? Because over time, you get better. And you’re not shooting video, you’re creating content. But here’s why you should be motivated by it. 10 to 15% of the people who see your content will be moving this year and 100% of them have referral for you. So that means everyone always asked me Mike, what’s the ROI in video? What’s the ROI in video? First answer is hey, listen, you’re never going to be able to determine that because you’re not going to know what one video did. And what one video made someone actually pick up the phone and call you just like I don’t know what podcast you listen to that actually got you to get off your ass and finally scheduled the damn demo with the real estate market you do so I guess they’re blown up your brand and blow up your shit. That’s what I’m talking about. Look at all the subliminal call to actions I’m throwing in throughout this podcast. I learned that over time. Why? Because I started at one point and I disciplined myself in the process and that promise you that’s what happens when you get with video. No, it’s not hard. It’s just new. But just like in anything, the first time I drove a car, it was very hard. As a matter of fact, I don’t even know how to drive stick shift. If I tried to do stick shift right now I’m shitting my pants, I don’t want to do stick shift. But if I the first time I did it, it probably embarrassed myself. I probably embarrass myself the second time, and eventually, I’d be taking that Jeep on the beach, running through waves driving stick shift. So my point is, is that when you’re creating content, there’s absolutely no excuse for you to be scared of getting on video because guess what, you look like that every fucking day. And you sound like that every fucking day. If you’re scared to get on video, you’re scared to sell a house and meet with a client face to face because that’s all video is. And this entire thing is just mindset. Don’t overthink this process, or let anyone else get an away. Are there going to be some people who don’t like your videos and haters? Yes, there will. But that means when you’re doing it right. You’re not think I have haters? Fuck you haters. I could give two shits about my haters. No one cares. You’re not supposed to resonate with everybody and the second you embrace that and love it and realize that God made you as an individual human being and you’re the only one like you in the entire freakin world. That’s pretty damn cool. And yes, you have something to offer. That’s what that means. So Will people not like your videos? Yes. Will people like your videos? Yes. Should you care? Absolutely not. If you here’s what it comes down to and I’ll close with this. If you truly believe in your heart, that you’re the best lender investor real estate agent whoever the hell you are. Whether you’re not even in real estate, I don’t care best bakery owner. If you’re the best at what you do for a living, it actually becomes your obligation to let the world know about it. If not, you’re a fucking dickhead. Let me say that one more time. If you believe you are the best person for the job, it becomes your obligation to tell the world about it and serve them I have no problem telling people I am the absolute best at real estate marketing video content creation and repurposing in the country because I fucking am
and there’s gonna be other people Oh, no, he’s not No I am. Why? Because I think I am do I have competition? Of course I do. But if I don’t create content How the hell am I gonna scream it from the rooftops? How am I going to continue to pay my employees pay for my kids and do all that stuff it’s because I’m a brand and I’m not marketing my individual a marketing my brand the second you differentiate that is the second video becomes easy. If you guys have any questions about video getting started or anything call us up schedule demo, give us a shot. Real estate marketing dude, I’ve sold real estate for 18 years I speak real Turkish that’s why it’s easy for me to script edit distribute all of your content anywhere you’re out in the United States. So if you even question it, at the very least, take all the free content on our site. At the very least hire local person but just do it. I don’t care if you hire us just get on damn video because if you’re not marketing your network and marketing your brand, I promise you somebody else’s and that’s the exact reason why you log on to facebook maybe every other month and realize that someone stole one of your clients or someone forgot your only real estate you’re learning it’s not their job to remember what you do for a living it’s your job to fucking remind them remember that your personal brand embrace it, and scream it from the damn rooftops thank you folks for listening to their episode the real estate marketing Dude, please visit our website at real estate marketing do.com You can also subscribe to our YouTube channel if you like our content and like seeing our videos and also connect with us on social Facebook Instagram and I’m getting the huge tick tock channel finally set up these guys happy Halloween. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcasts. We’ll see you next
I can’t tell you how many times in the past couple weeks that I’ve been having this exact conversation with people who’ve been calling in. They’re asking us to do their video services, or they’re doing something with our isting advocate, and they’re talking about developing a unique selling proposition around their brand. It always comes down to the same conversation: advertising is not marketing and marketing is not advertising.
So what I want to do on this podcast is really explain the difference between the two, because they are night and day. Oftentimes, many of us in the real estate community lump them as the same activities. It’s extremely, extremely important to understand the difference between the two, because the truth is, regardless of what type of business you’re in, you should be doing a little bit of both. You should always be marketing your business and you should always be advertising it.
Three Things You’ll Learn in This Episode
The difference between advertising and marketing
How to advertise and market your unique brand accordingly
Where business comes from for real estate agents or lenders
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 is up ladies and gentlemen, welcome another episode of the real estate marketing dude podcast. What is up everybody, what we’re going to be doing today on today’s episode is I’m not gonna bring bringing on a guest, we’re gonna actually go through and I want to teach today.
I can’t tell you how many times in the past couple weeks that I’ve been having this exact conversation with people who’ve been calling in and that that we’re doing demos, they’re asking us to do their video services, or they’re doing something with our listing the listing advocate, where they’re talking about developing a unique selling proposition around their brand. And it always comes down to the same conversation. And what that is, is that advertising is not marketing and marketing is not advertising. So what I want to do on this podcast is really explain the difference between the two, because they are night and day. And oftentimes, many of us in the real estate community lumpa mess are the same activities. And it’s extremely, extremely important to understand the difference between the two, because the truth is, regardless of what type of business you’re in, you should be doing a little bit of both, you should always be marketing your business. And you should always be advertising as such. So we’re going to start here is we’re start at the beginning. And I have to give you the why, before I could give you the what. And the reason, we’re gonna start with where business comes from, for real estate agents or lenders. In that case, and we’ll speak specifically on those two topics. Now. I’m looking at a chart right now on a computer. And what it’s telling me and this is a stat from Nara National Association of Realtors. And basically what it’s telling me is that 80% of closed transactions last year came from people you already personally met, they used you in the past, or you actually ran into them. Personal referral, personal acquaintance, they ran into your office. So it’s either people you meet, or you worked in the past, or people that were referred to you, period. Now, that’s where over 80 freaking percent of business comes from. So I want to take a sudden get out of the real estate industry, I want to talk about what I would do. If I started a new business, I want you to apply this concept to your business and see where you can fill in the gaps. First and foremost, have I started a taco stand very first thing I would do is say, where in San Diego, would I sell the most amount of tacos? Number one, why? Because I’m going to look to see where I could get the most amount of sales? Well, in your real estate business, you should ask yourself the same damn thing. Where am I going to get the most amount of sales. Okay, so back to the taco restaurant. If I’m in San Diego, I’m probably gonna end up putting the taco restaurant in like the PV area. Why the Pacific Beach area well, because there’s always drunk college kids there and those kids stay out till two o’clock in the morning, which means I probably have another three or four hours of open time to sell a bunch of more tacos, in addition to my whole daytime to a bunch of drunk college kids. Well, that’s probably the best location. So I know that I would probably open up my taco stand in that area. Now let’s flip back to real estate. In real estate, if we know that 80% of our business comes from the people we already know, we refer to her personally. But that means I’m going to plop my face in front of all of those people consistently. I’m not opening up per se a brick and mortar store to where they live. But I just couldn’t keep my face in front of them very easily every month in a consistent way because that’s where the majority of my business comes from. Now, that would be point one. Now in that if I wanted to generate more sales, then maybe I would start advertising and then maybe I would take out an ad in or maybe a radio ad just to bring more awareness that would be advertising I’d be come by my house come by my house I’m expecting or come by my tacos come by my tacos. I’m expecting somebody to take action on something that I am trying to do myself. So same thing with real estate, well I can buy Zillow leads, I can buy different types of business, I can buy certain other things. And with real estate, I could lead generate different types of transactions or anything because I am lead generating. So the difference between advertising and marketing is strictly on how you’re doing it. When I’m marketing my business. I’m fighting for attention and awareness. When I’m advertising my business, I’m fighting for action and leads as a direct result of something I met. Now, what surprises me so much in this business? Is that no matter where, where, no matter what I mean, I have clients all over the country. Now at this point, we have people from Florida, freaking California and North East northeast, and everyone has the same problem, guys, I cannot stress this anymore. Why aren’t you guys just staying in front of that 80% a lot more often? And what kind of aka marketing activities are you doing to accomplish that? Okay, so I’m going to speak to specifically on marketing first, and then we’re gonna go into advertising. In my opinion, if you’re a mortgage broker, and you’re a real estate agent, and you’re not marketing your local community, and the people you already know, you are losing money on a daily basis, we’re not necessarily losing money on a daily basis, what’s really happening is you’re logging on to Facebook, and realizing that there’s been a certain amount of people that are buying or selling without you because they forgot what the hell you do for a living. But guess what, it’s not their job to remember what the fuck you do. It’s your job to remind them. So one of the things and the most important thing you could do in this business again, in my opinion, as real estate marketing, dude, is market the people you already know, the problem is, how do you do that, Mike? How the hell do I stay in front of the people I already know, they don’t want to hear about market updates, they don’t want to hear about me just listed just sold. No shit, they don’t listen, if you keep talking about work all the time. And you’re always just talking about work, work, work, work, work, people are gonna tone you out, if all I did was talk about work with all my friends, they stop asking me to go eat dinner man. And their same thing happens to your database. But that doesn’t mean we stopped talking to them, you stop talking to your significant other, you’re going to get a divorce doesn’t mean so you have to carry on the conversation, you have to even market your significant other. So what I’m getting at here is that it’s very, it’s so important to maintain a consistent presence. And this is the reason why if most of the business already comes from the people that we know, like trust, and the ones that already know and love us, well.
We have to be conscious of that. Because the average number of transactions a human being does over the course of their lifetime is three to five. So what that means is that every single relationship you have in life right now, depending on your market, just what’s the average sale price of your market, and times up by three or four. That’s the value of a relationship for you today. So let’s just put that into context in San Diego here. Prices here expensive 801 point 5 million where we live at. And if I’m working just this market, well, I’m looking at somebody as Hey, I’m going to sell this person, every person, I know an average of 2.5 to $4 million over the course of their lifetime, do the math on that that’s roughly 75 to $100,000 worth of income. Now, the reason why though I can’t just put that price tag on them is because that individual has the ability to refer me three, four, or five and unlimited amount of people over the course of lifetime of a relationship that I could do the same thing with. So your relationships that you have in life, actually, I don’t think you could put a price tag on them. But if you wanted to be very, very safe, that would be the best way that you could approach that situation to determine how the value of each relationship is. Now, when we’re talking about people transacting in her moving, I know it’s a numbers game. It’s mathematical because 10 to 15% of the population will move each and every year and 100% of them will have a referral for me. If I’m consistently marketing, my database marketing my sphere of influence marketing, my email list marketing, my Facebook friends, marketing, my Instagram accounts, marketing my LinkedIn followers, marketing on tik tok, if I’m just constantly putting my face out there in the world and the universe, well 10 to 15% of the people see my content will be moving in 100% of them every referral for you. The problem is you don’t get referrals from strangers, you get them from the people you know, that’s why the number one database keep in touch in contact with the people you’d invite to your wedding. Funeral if you had an unlimited budget for both. That’s it. This business is not rocket science. Okay. question is how do you do it? Well, we own a video marketing company so I have no problem telling you how we do it. I would love to do it for you. But how we do it is we shower them with video content. We video email our databases once or twice a month with content that doesn’t necessarily have to be about real estate. Hey Johnny, do you guys see the new restaurant is open every neighborhood you should really go check it out. Their tacos are the bomb. Oh, hey, did you see the new property that the new development that just went out in our neighborhood? Guess what if you’re wondering how much those values are going for, they’re going for $500,000 that means your house is not worth this. Or Guess what? Did you see that in the state of California they just outlawed all the zoning requirements for single family homes. This means that your next door neighbor can build a four flat in section eight it. Whatever a value, sometimes it’s entertainment, sometimes it’s informational, but whatever a value is what you communicate. Oftentimes we just overthink the process what I say they’re gonna think I’m stupid. What I do here, do you actually overthink the process, when you pick up a phone call from a lead, or you talk to an old friend you haven’t spoke about in 15 years? Absolutely not. You shouldn’t overthink this either. See, to truly market your database, I always recommend taking on a multi pronged approach. The same reason why other retailers do it, I like direct mail in my database, I like video emailing my database. And I love being all over social media with my database. Why? Well 10 to 15% of them are gonna move. And the more they see me, the more likely I am to get that first call. And when I do 80% of the people will work with the first person they meet with. That’s why this is common sense. I’m not smart. I’m not doing anything or teaching you guys anything else that you don’t already know, on the inside, I’m just bringing it to light. See, the problem is, is that you have all these companies coming out here trying to sell you a bunch of fucking leads by this by that you got to lead generate, sell, sell, sell, sell, sell, sell folks, a percent of the business, I just told you where it came from. So when you’re signing up for all these expensive platforms, when you’re signing up for the super duper websites and the email autoresponders, what you’re really doing is fighting for less than 20% of the actual population, where you could just be staying in front of the people you already know, like and trust, whether that’s 100 people, whether it’s 300 people, or whether that’s 1000 people, because within it the same numbers I just told you about are accurate. So what do you do? I promise you that content creation. it already is. But I promise you that consistent content creation and brand is the entire future of our business. And for those people that are going to sell, sell, sell, sell, sell, sell, sell, sell, it’s gonna get harder and harder and harder and harder, just like it is for the past 10 years, those who are that are cold calling right now. Was it easier to cold call a few years ago as it is today. Those of you that converting online leads right now, was it easier to convert online leads a few years ago than it is today. Those of you who went door knocking? Did you get less guns pull on you at the house or less pissed off people back then then you do today? Absolutely, folks, because consumer habits have changed. information gathering has changed. And what we have to do is change with it. Now, I’m not saying don’t advertise. But what I am saying is you should prioritize quote unquote marketing activities, content creation, bringing constant attention awareness to your brand, and staying in front of those people first, before you ever fucking think about spending $1 on advertising. The truth is you’re going to convert less than 5% on any advertising campaign and advertising is really expensive. If you don’t believe me out, go check your market. What’s your average zip code going for from our boys, Zillow? What is Zillow selling you the zip codes for all right, Johnny, you get X amount of leads per month. You know why? Because customer acquisition is always expensive, not just in real estate. But in any business. Do you know what these eye buyers pay for a seller lead? You know what investors would pay for a seller lead a lead someone that raise their hand just one lead an inquiry 180 to 250 bucks. In some cases, sometimes you go as high as $300 in different markets. That’s very expensive guys.
It’s very expensive to acquire a customer, it is always a lot less expensive to generate a referral or repeat business. It’s in any business. It’s not a real estate thing. It works in Zappos. It works in every single entity, and they’re doing it that’s why so many people have marketing plans. So I’m not saying don’t advertise. But here’s what I am saying about advertising. If you’re going to advertise, you better advertise to a niche or a niche it needs to be a very specific solution to somebody’s fucking problem. If you’re hitting like Every Door Direct Mail and you’re sending out what’s your home worth You are wasting your damn money in my opinion. Why do real estate investors never have a listing problem? Well, it’s because they know how to advertise. Why do these I buyers not have a listing problem or a home problem? Well because they know how to advertise. See what they do though is they buy segmented data or they put their offer or their solution. In front of the very people that really, really, really need it. That’s advertising folks. See, the reason why a lot of your Facebook ads are taken six to nine months, 12 months out, and people are getting frustrated with them is because you’re advertising in a platform that people aren’t necessarily looking for that information. That’s why the lead life and Facebook is a lot longer traditionally than any other source. But if you were to take that over to Google, for example, and advertise on, say, Google, people, were there expressing intent, they’re actually looking for the information or whatever the hell you’re selling? Well, that’s a lot better solution, don’t you think? So, what I’m saying is like, let’s just take listing lead generation, for example, we’re gonna start a big listing lead generation campaign here in San Diego a little bit. And I’m putting my team together here, and my job is gonna be to market and generate leads. And for me, here, I don’t have a database, I don’t have anyone to market, right. But I have a bunch of agents that I’ll be marketing their databases for them, because I always know that will bring in business, it doesn’t mean we’re not going to advertise, we are going to advertise. But we’re going to advertise smart, we’re going to advertise directly for seller lead generation. And to dial it down even further, what I’m going to be doing is buying a list of data from my friends over at geopoint data, go look them up, guys give Dustin a little shout out geopoint data.com. And when I buy that list of data, I’m going to buy landlords, people who have financial problems, probate, divorce death, I’m going to buy a list of people who are more than likely to sell their house, I’m not buying a farm, I’m not trying to build a brand. I’m trying to get a solution so I could sell some more damn houses. And if I want to minimize my spend, and maximize my ROI, the number one way you do that is by targeting the very right people, and then putting our solution right in front of those very people. That’s what advertising is. So I’m not saying don’t advertise, but I’m saying if you’re gonna advertise, you advertise that niche. You never advertise a generalization because when you advertise a generalization, you’re wasting your damn money. Buying Zilla leads is advertising a niche. Why? Because you’re buying specific conversations or inquiries of people who are inquiring about homes list or homes. That’s an advertising, right, you buy leads, you’re buying inquiries, hey, contact, put your information in here, and I’ll give you information here, that’s a lead. What I would never do, though, is like, personally, I personally wouldn’t buy the shopping cart ad, I personally wouldn’t buy the shopping cart ad at the grocery store. Now what else I probably wouldn’t do is I probably wouldn’t buy the billboard, I would do that more for branding and marketing. But when I had the dumb few money to waste, if I’m going to spend money on lead generation, I’m going to niche down, and I’m going to look for a very specific audience or segment that I have a solution for, and then I’m going to put my solution in front of them. That is the magic for advertising. But before I would ever do that, I’m going to go ahead and start marketing first. And I’m going to market the people who already know the ones I’ve worked with in the past, and the people that I’ve personally met, I’m going to do my best to stay in front of them, because 10 to 15% of them will return to me or will be moving in 100% of them have referral for me. And the more content I create, the larger that email list grows, the larger that social media reach grows, and then the more opportunities that fit that exact same formula also exist. So folks want to keep it short and sweet today, I want you to break down your business. And I want you to look at it in two ways. I want you to look at what you’re doing. As in terms of marketing activities. Are you doing client events? How you stand in front of your peeps? Are you consistently sending emails? Are you direct mail in your database? Are you kidding me? are you creating content on social media to remind people you’re doing and if not put the pen to paper, this is the fourth quarter launch next year with a marketing plan that will actually pay you.
On the other end, I want you to look and say hey, what is my niche? What’s the one problem I could potentially solve for people? And then look at your budget. And then say, Okay, if I do this, what can my ROI be? your ad spend will always be higher on lead generation or advertising than it will be on marketing. It’s just the way it is. It’s a lot less expensive to stay in front of people than it is to try to get new people to inquire with whatever type of food you’re serving. So I want you to take what we have here today. Listen, and list out both of what you’re doing at each side of your business and dwindle it down. You don’t need to be doing a million things you need to be doing one thing really damn good. Once you accomplish that, then go on to the next thing and start doing that really damn good. Then you go on to the next thing and then you start fucking doing even better at that. You don’t approach multiple leader advertising campaigns until you master the first one you work on. That’s how you run a profitable ROI and scale up your business. But the Easiest way to start is by starting by the lower hanging fruit. And by hitting the people you already know and creating a marketing plan before you ever start advertising I really hope this message resonated with you today. Folks if you need help creating a marketing plan, hire a real estate marketing dude. Visit our site we create content we keep you in front of people and will turn you into local celebrity if your market if you’re looking for a unique selling proposition, visit our website listing advocate comm where it’s a multiple seller option solution, we’ll start selling something in your market, then nobody is and we appreciate you guys following the show leaving us comments. And please go ahead and subscribe to our channels and post some messages send me some love. Subscribe to our YouTube channel. Follow us on Facebook, Instagram, I appreciate each and every one you guys thanks for listening to show for the last four or five years. Really appreciate you guys. Keep it going. And I’ll keep trying to bring fire police have a good day 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 a 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.
These days there are so many social media platforms it is hard to keep up and easy to fall behind your competition. There’s one platform you should not be overlooking and that is YouTube. You can spend all your money on ads and still not see a return and today’s episode is going to change that. We’re going to be talking to a 28 year old named Cody Steck who in just two years is on track to close near $600,000 and close GCI 100% from YouTube. More impressively, he did this 100% organically and free.
Covering everything from strategy to keywords and SEO, this episode will be one for the books. As a long time Realtor, and real estate investor, Cody has a strong understanding of the real estate market for the Salt Lake Metro area and the entire Wasatch Front. Born and raised here in Utah, Cody knows the ins and outs of each city and neighborhood and has become a local celebrity on YouTube.
Three Things You’ll Learn in This Episode
The importance of finding your niche
How to make videos pertaining to topics people will actually search for
So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Cuevas in 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 What is up everybody? What we’re going to do today is bring you live individual agent actually doing the shit we talk about every fucking week on this damn show. So she knows there’s people out there doing it we’re not doing his his stuff but he’s doing you know basically what we do for a lot of people so this is like every PP there’s a lot of people doing this exact same strategy and we’re gonna focus today specifically on YouTube. How the hell did he get in the business two years ago 28 years old and he’s gonna close near $600,000 and close GCI 100% from YouTube Well, he knew the strategy he knew how to get found he created content he started doing it consistently and guess what people started knocking on his damn door and he did it without spending $1 in ADS I think we’re gonna find out though because this is what an interview is so without further ado, we’re gonna go ahead and introduce our guest His name is Mr. Cody stack what’s up Cody?
What’s going on guys happy to be here. Can’t wait to jump into this
Yeah, dude, we appreciate having you on the show here Why don’t you go ahead and tell everybody a quick rundown Who are you what market are you in and then we’ll get on into the interview.
Yeah, sure. So Cody stack I’ve been in the business for six years but just been on YouTube for only two years now so everything I do is almost exclusively YouTube at this point it’s all 100% organic and free like you said i’ve you know I’m on track by the end of 2021 over the last two years I will have closed about $600,000 in gross commission just from youtube so in addition to that I’m doing you know friends and family and investors and all these other people I still have my market still so but as far as just lead generation new business coming in 100% YouTube right now and absolutely love it you know this stuff works and you know if you’re thinking about doing it you got to do it you know now’s the time
yeah and because like you know, you’re in Salt Lake City I was checking out your channels pretty impressive. So if you go to his channel we’ll give you the link later but just look up living in Salt Lake City I mean the dude owns every single search term out there and then you can see what his view counts are and you know he’s gonna own that probably forever which is the best part about it and there are still some markets you could actually still penetrate and get in there some major cities as a matter of fact where people really haven’t done the done the videos I’ve done that the content yet but it’s limited I give it another 12 maybe 18 months maybe in the country and then all these search terms all this content I think you’re starting to be so well that would be something else with YouTube because there is a specific strategy that for whatever reason, I don’t know why. But I sort of know why like that people search for and why these videos get so much views and attention organically which is the key and what is the percentage of buyer or people that come through Is this how many percentages or relocations coming into the market versus let’s talk about types of leads and get off YouTube that will go into types of content?
Yeah, sure. So it’s probably 90% relocation a lot of people move in from out of state it was kind of fortunate that I started my channel about six months before the whole COVID pandemic shit came about and I you know business was the YouTube channel was just kind of getting started I was starting to get traction and then that hit and you know it kind of was a blessing in disguise that I already had six months of content out there because I picked up on a lot of people trying to escape from the northeast from California from the northwest all these different places trying to get to Utah to you know because now they’re working remote they can work anywhere or they’re coming here for the jobs that we have you know Utah’s growing like crazy we’ve got a big tech and healthcare scene so a lot of high paying jobs coming in and people are getting you know new jobs here in the area or just working remote and want to you know have access to the outdoors so tons of people coming in probably 90% relocation I do get the occasional lead that already lives here in Utah and they’re just kind of doing research and they find me and say hey, I just came across you on YouTube love your stuff you know we’d love to help get your help with buying a place but you know and then I also do get a probably you know I’ve probably had three or four investors reach out as well I do a little bit of investing content on my channel as well talking about how to invest you know what to look for I’m an I’m a real estate investor myself that’s how I got in the business but anyway made some content about that so you can you can really attack that angle as well if that’s your your niche. I mean, you can go after that. So there’s tons of different niches you can go after, but for me it’s been mostly relocation.
Yeah, and that’s the key niche. A lot of times people will be like, Hey, we get the question all the time. Like, just if you start just creating like just real estate content, like hey, how to buy and sell the same Timer? blank, the home selling process, like it’s very, you’re not going to get any views on YouTube or you like or you’re gonna lose a lot of people are going to search out that type of content. Yeah, it’s bad content. Yeah.
It’s just, uh, nobody’s searching it right? I mean, there’s been 1000s of agents who have done those types of videos, and nobody’s searching for that type of content. That’s why, you know, when they’re when somebody’s looking at buying a house, and they want to learn about the escrow process, or inspections or appraisals, most people I found don’t really care about that stuff. They’re relying on you to just tell them what they need to know, handle it, make sure they don’t get in a bad spot, take care of the rest, right? They don’t really care about the details of how an appraisal is valued. They just care that their home appraises so people aren’t searching for that they want to know more about the area and more about your expertise as the agent who knows that area and can get the job done.
100% when I moved here you guys in the California I say this often on the show, but you know I went to YouTube to look up and see I’m like what the fuck is Encinitas look like? What are the housing look like? What is the strip look like? Like where am I gonna go get beer at where am I going to go take my kids to the park I just wanted to see what it looked like you know and oftentimes the reason why this is theory but I think it’s accurate I’m appreciate your opinion on it. But the reason why I think so many reloads come in the market is twofold one they’re doing what I was doing visually looking to see what the area is and then when they see someone there it’s that know like trust factor and that’s what video does 90% of it’s based upon the body language and the tonality we’re expressing it’s not the fucking content. So like if you’re if you’re approachable on video, they like your personality, which is why they call you it’s not because of the content you’re spitting out most of the content is so damn boring to be honest with you. It’s how you’re saying it that people are actually interested in and they’re like I can like this guy and then they call because they just want those boots on the ground. Whereas if you look at local business and how local businesses transacted over 80 85% of its gonna come from someone you already know used in the past or personally met or bumped into so when you look at that someone relocating and doesn’t have that referral base they don’t have that that network which is why a lot of online lead generation which is why everything on YouTube comes in so much relocation is because they’re simply just not being referred to the people that they normally would if they’re making a local transaction
Yeah, exactly. Like you said, I mean you hit it right on the content is as an agent the content seems boring and repetitive but for the person who’s never been to your area, they gobble that stuff up I can’t tell you how many texts and emails and phone calls I’ve had where people contact me and say I watch your videos I can’t believe you know I’m talking to you your videos like a celebrity right?
Yeah already status Yeah,
I’ve had people like you know basically say that to me that you’re like I can’t believe I’m talking to you and it’s a little weird you know, but it’s like they know me because they’ve watched hours upon hours of my content. I have no idea who they are but they already know me like me and trust me like you said and that’s the most important part of business right when it comes to real estate this some I preach all the time to especially newer agents or agents who aren’t doing a lot of business it comes down to people it comes down to how you present yourself the body language and the confidence that you have to be the person that they need to trust in order to get that job done it doesn’t come down to how well you know real estate or how good your YouTube videos are. I mean, yes, that will help right? You want to have high quality videos, but my first videos were absolute garbage I mean, audio sucked you know, the video sucked. I was stuttering the editing was bad everything was bad about it. And yet I’ve got I don’t know 10,000 20,000 views on some of those first videos and they still consistently put out 100 you know 50 to 100 views every couple days so it doesn’t matter right the content the quality doesn’t really matter it’s how you present yourself in
dentistry dude yeah authentic Yeah, my daughter watches like YouTube all the time. So I get all these like YouTube celebrities from Mr. Beast to like you know, you know, you name it. Yeah, you watch their content and the reason why it’s like reality TV like people perfection doesn’t exist a second you try to be perfect as a second you start turning everybody off. But let’s go back to why the look at the positioning on this and this isn’t just like this is on YouTube, like people who are just farming their local market with video to our attracting local market. a client’s exact same way because you put the personality with the name, and people just want to feel like that know, like and trust. So we did a podcast with a dude named grant wise I forget what episode is it’s been a while. But anyways, he’s done a study on this or he researched a lot of this and what he came up with was like, hey, on you when people are on video, it’s like, ingrained into our brains because as kids, it’s like, why do you think your kid runs up to Mickey Mouse and like gives him a hug and thinks a superhero? It’s just some drunk dude in a costume. And yet your kid thinks that this Mickey Mouse a superhero? Well, because the kid was seen him on television and TV growing up so when they see him in person, you get like this celebrity status. There’s actually a study done. I wish I knew the name of it, but it’s very interesting. You’re exactly right people are like feel like you’re a celebrity doing it and the positioning is crazy on that yeah. Okay so let’s go through a couple other things because you’re mentioning YouTube content What do you do for editing now and content creation a lot of people overthink these like scripts but it’s really just like keep them conversational is what I tell people it’s one on one you’re just telling people what you already know and you don’t need to be an expert in buying or selling real estate you need to be an expert in your community.
Yeah, exactly. I rarely talked about buying or selling real estate in my videos like the specific details of that process. It’s almost entirely about what’s my area What does it look like? What are the pros and cons? How much does it cost to live there all those you know different types of things on the video that’s what’s most important that people actually care about so you know, when it comes to making content that’s that’s what you really got to focus on.
How much content you put out, I mean videos a month, what your schedule like what’s your frequency?
Yeah, so right now I’m about one per week I’ve been trying some different types of videos I’ve been doing some home tours and stuff just try and test that out see how the you know what the feedback is. So I’m gonna I’m kind of somewhere between one and two videos per week. If you were just getting started if you don’t have that backlog of videos you know on your channel already I’d say you absolutely need to be two if not three videos per week in my opinion, to build up that base of videos that people can go watch at least until you’ve got 10 to 20 videos out there. So yeah, I’m about one per week right now. And most of them are in the office or out vlogging so you know it might be just a sit down video like this where I talk about my area show some stuff on the screen and that’s it or I’ll be out in my area filming the sidewalks the houses the businesses everything that people want to see. And you know those are the two types of videos I do and then you asked about editing. In the beginning I edited everything myself I wanted to kind of understand the process and figure it out but I’ve since moved on and I’ve got a virtual assistant who edits everything for me at this point.
What kind of performance difference you’ve seen on talking head stuff when you’re sitting down as opposed to being out on the street on the beach showcasing the demonstrating area?
Yeah, that’s that’s a great point. Um, I would say that a lot of people I think people really get attached to my videos on the vlog type videos where I’m actually out and about doing stuff that those are the videos where people are like Yeah, I saw your video on this on this city and it was great because I got to see how many trees there were you know, was there dirt was there a sidewalk was it paved you know, like all that stuff, whatever just kind of how it visually looks so people get attached to that. You know, which is nice, but at the same time I think people appreciate the talking head stuff because they can just throw it on while they’re driving. They don’t have to watch me or anything necessarily they just listened to it kind of like you would a podcast or whatever. So they both do well i think i do think you need both in order to be successful.
Yeah, that’s a good point. There’s you got informational, like community informational content, and you have community demonstrated demonstratable content, like the tours, the downtown areas, that’s what people want to see. And those do really well. And you’re right, it’s sort of like, like the vlog stuff, people overthink the formatting of it. But scripting is like very simple when you just break down storytelling, and essay writing and how your book reports when you’re in second grade, it’s the same shit. attention getter, Introduction body outro. attention getter, Introduction body outro. So you guys follow y’all have y’all have the skill set to do this. It’s not very difficult just that for whatever reason. I don’t know why Cody, but people buckle at the knees when the record button goes on. And I’m always like, Dude, why are you buckling at the knees? Bro? You’re a grown ass man. Like, you just sold a $20 million property and just made like $200,000 you’re gonna let the red light make you buckle at the knees? Like Come on, bro. Like you’re tougher than that. Why is that? Why do people hesitate?
So I don’t know. I haven’t figured it out.
When you started were you sort of like hey, this feels weird or Yeah,
I mean it’s definitely weird to like talk to a camera. I’m not generally that type of person. I mean I’ve gotten too used to it now and now I don’t even have an issue I just click it on and I just go and I you know, I stumble through it and I can edit it out and redo it and you kind of learn that stuff. I think a lot of people get hung up at the very beginning they think has to be perfect right? They have to say the right thing they can’t stutter. They have to you know, have a smile on their face whatever like all that all that shit that doesn’t really matter. I mean, it does matter, right? Like you want to do your best but like don’t overthink it. Just hit record and just get a video out. That’s the biggest thing. It’s not the scripting. It’s not the content. It’s not anything else. It’s simply just hitting record, getting a video done looking at it saying oh yeah, I could have done this better and fix it next time and release the video and you know, get on with it.
Yeah, I mean, I can tell you firsthand we just some people overthink the first video. I’m like, dude, like it no one cares. Frankly, no one cares what the hell you do, but like the more imperfect it is. in its own way, oftentimes the better it performs Yeah, well isn’t
that Vanya? Maybe because it’s authentic its authentic right and the thing is you put that first video out you might get 12 views anyway right like that very first video over time it might give us but at the beginning you’re only gonna get 10 1215 views maybe you know so it’s not like the whole world is watching this it’s not like you’re on CNN or something you know what tons of exposure right off the bat you know, so don’t overthink it And the beautiful thing about YouTube is look you know some of those first videos I’ve gone back and remade them and they do great you know, now that my audio quality is better my video quality is better I’m better on camera, Christmas better whatever, all that stuff you can just remake the video nobody even sees the first one anymore you know so it’s not the end of the world if it’s not perfect.
Makes a lot of sense. What else do you see coming out on on with YouTube? You know, I know that a lot of a lot of people are familiar now with the you know, 18 months ago says like the hidden strategy, right? And I’m like, wow, YouTube. But now you know, you see a lot of people doing the pros and cons videos and all that. Yeah. Are you seeing any other avenues open up? Beyond the tours beyond the pros and cons of time neighborhoods? The cost of livings all that stuff? Are you seeing any other avenues coming down the pipe for different areas of content creation that people haven’t quite seen yet?
Yeah, that’s a that’s a great question. Um, I think that you I think that YouTube will still be the number one platform in my opinion, or at least for the next three to five years so it’s going to be video content number one. Number two, you know, it’s going to have to go beyond pros and cons and cost of living and all that stuff it’s going to have to go into more vlogs I think that’s going to be more important showing the area especially for relocation and also once you’ve built up an audience I think it’s easier to niche down a little bit and start talking about commercial real estate start talking about investors start talking about these you know new construction, whatever it might be, if you want to go into new construction I mean you can build up a portfolio of home tours and talking about new construction and how the framing process works and whatever and who knows maybe you pick up a builder client they give you 50 listings right because they know like hey Cody can sell he’s good on video he knows how to market and he knows the construction process this is gonna be huge you can use that once you’ve got you know a repertoire of videos and you know the confidence to display that on video that can be really helpful so I think that’s going to be you know, niching down is going to be another thing that gets more important you know, I’ve seen some agents on YouTube who do only investment type stuff and absolutely crush it for people in their local market. Going beyond that, I think that you know, increasing the quality is going to be extremely important you know, going forward, I’ve seen a couple agent start to pop up that have really figured out how to be charismatic, how to entertain how to joke how to you know, really kind of be a performer when it comes to YouTube and I think that’s going to make the difference right if I just sit here you know, cold if I just sit here like a cold statue, nobody’s going to really relate to that but if I can be charismatic, I’m moving my hands are moving you know whatever. People are going to attach to that and I think that’s going to give you a leg up so doing higher quality content, you know, maybe going the professional videographer route all those I’m just kind of you know, shooting off the hip here some different ideas that I’m exploring and kind of the direction that I want to take my channel to continue to maintain that top spot in my market.
It’s good to evolve though that I remember like 20 years ago was at 2010 I remember riding around in Chicago on a scooter thinking I was so cool. And with a flip camera doing a selfie video like yeah with the sunglasses on I was probably the cheesiest thing I ever did in my life but just like but I mean videos evolved that I remember back then you didn’t have to do anything just like Facebook Live came out he didn’t have to do anything yeah he just got on Facebook Live it was a call it was he alive is he live and that got a lot of attention but yeah, you’re seeing the need for added content versus the talking heads because the talking head stuff everybody’s doing it when everyone’s doing something you have to Zig or zag or do different direction because you lose attention. Tell me how you’re multipurpose seeing the content beyond YouTube. Are you just putting the content on YouTube or what else are you doing with it beyond Yeah, posted on YouTube?
Yeah, it’s 100% YouTube I’ve thought about repurposing into a podcast format but you know just they’ve never gone that route. I don’t know if it’s just because viewership would be low or or whatever. But I’ve just had so much so much success with YouTube that I’ve just stuck with that so I do a little bit of repurposing and my again, my virtual assistant helps with this. He’ll take the video and just kind of cut it up and occasionally we do something on Facebook or Instagram just a short video. It doesn’t actually it’s not actually a link to the direct video. It’s just kind of a short clip. But that’s basically it. I mean, it’s 100% YouTube, post
them to Facebook, you send them your database, video, email, modern anything.
Nope. We don’t do anything like that we just you know, we basically just let YouTube do its thing
cool cool cool any other tips that you taken anything else you want to share
and you just got to get started like that’s that’s the biggest thing just get started if you’re in your market I mean the space now I’ve been doing some research on how many other agents are in the market you know just in different markets trying to do this and you go to one city and there might be five or 10 agents trying to do this right so five or 10 is still not very much compared to how many agents are out there door knocking or cold calling you’re trying to do Facebook ads right everybody’s on Facebook ads or at least was you know I’ve been out of that world for a couple years now but like two years ago, Facebook everybody was doing Facebook right people were signing up for these these you know websites and you know generating these leads and they’re getting 50 calls a day right from these people from these different agents so although there might be five or 10 agents on YouTube in your you know market if you’re better at video if you’re more confident you’re more consistent and you put out higher quality you know content, you will get business from it. The thing I love about YouTube as well that I think people don’t realize is the closing ratio is extremely high. I’m probably at about a seven to 8% closing ratio for leads who reach out and then eventually actually end up buying or selling with me And the beautiful thing is that the people who do reach out want to work with me right if they didn’t want to work with me they wouldn’t be contacting me they wouldn’t call me they wouldn’t email me they wouldn’t text me because they maybe they don’t like my personality maybe they don’t like how I presented something maybe I piss them off because it’s something I said whatever. And that’s fine I’ll never know if they don’t reach out you know, because they’re just some random view on YouTube. But the people who do reach out respect me as an agent they respect what I do and they want to work with me which is uh would you
say seven to 8% of conversations you have with people that initially like comment on a video and say like hey, I’m interested in moving in when you talk to him like first time on a phone call or something off of YouTube like that would be what you consider seven eight, just you guys know like one to 3% of the national average like for Zillow or or other type of lead gen so he’s saying it’s three times as much in conversion
Yeah, yeah, exactly. So I’m considering a lead anybody who reaches out to me so it’s not even a comment on a video. Most people who are interested will actually reach out as of right now I’ve probably got i don’t know i’m probably at about 450 I don’t know let me just check real quick Yeah, but 466 466 leads over the last two years so that’s that’s less than one per day, but that’s how I get a closing ratio that’s so high somewhere in that seven to 8% range from last time I checked. So these are people who have reached out either via a phone call a text or an email said hey, I’m thinking about moving to Utah and then they eventually do
and it’s not this is the difference guys between lead generation attraction like when they reach out you like put them in some kind of weird drip autoresponder Are you just being human and following up to human way?
Yeah, I just do it 100% human I mean, again, I I have that first initial conversation with them if they’re in a position where they’re moving in the next I don’t know maybe four to five months I keep in constant contact with them I’ll check in every you know, a couple weeks or whatever. But to be totally honest, a lot of the people check in with me right? They’re like, Hey, I’m coming into town like are you still available to show me some houses so they honestly do a lot of the check in for me if they’re out more than five, six months you know, I just I I’ve got a system set up with a virtual assistant of mine and they kind of check in every two months or so with a with an email just Hey, how are your plans progressing, anything we can do for you? And that’s it, you know, nothing fancy I I use an Excel spreadsheet to keep track of my leads. Like I know people are like all about the CRM and whatever. I keep it super simple. And it works.
Yeah. That’s it. Everyone’s like, what do you need, you need some super duper honors. But this is not online lead generation. This is called online attraction. That’s what video is video doesn’t generate leads and attracts attention and then your personality generates a damn lead. It just allows you to basically give your sales pitch without you really giving your sales pitch because that’s all people really hire when they hire a real estate agent. They’re not hiring. The fact you have a real estate license or hiring What the fuck you can do with it. And whether they trust you That’s it. Moving is a big deal. People are like shit, I’m scared. I don’t know who to trust where to go. Like, you know, that’s a big deal. And that’s what that conversion has taken place during the consumption of the content. You’re creating no other thing other than that, guys, don’t overthink this stuff. This isn’t as a giant popularity contest. And the more content you have, the more popular you become, the more conversations you create. Just like if you bought a lot of leads from Zillow, you’d have a lot of conversations, they just be different types. These conversations come to you it’s totally it’s attraction. So there’s a major difference between marketing and advertising. It’s, we’re talking about marketing, and if everyone should do a little bit of both, I’m sure Cody does Some sort of lead generation stuff probably on his investment side what else you doing with lead generation? I mean no this has taken off but are you doing any geven need to
Yeah. So yes and no I mean I do postcards and keep in touch with my soI and past clients and stuff I’d send them a monthly mailer.
Yeah I love that marketing it’s not even lead gen you just yeah
yeah just marketing so I mean as far as like lead generation I don’t do anything you know, I the way that I look at it is I can go out there and I can you know call Facebook leads or cold call for three hours or I can just put together a video together in three hours and that video keeps on working for me you know, I it takes me three hours I spend you know 50 bucks to get it edited. And I put it out there and it works for me 20 473 65 and so that’s kind of the passive income of YouTube and lead generation in real estate is you know, making a video is a way better use of my time than trying to go out there and cold call or lead generate for three or four hours a day.
I 100% agree well put dude. Cody wants to tell everybody how they can find you. I’m sure they want to check out your stuff and see how you’re doing it.
Yeah, for sure. Yeah, so you can find me as we mentioned before living in Salt Lake City, Utah. Just type that into YouTube and hopefully I should pop up as number one at least for the first I don’t know probably eight out of 10 videos I hope you can find my channel there Feel free to jump on there copy it steal you know whatever you want to do take the video and just make it your own right Feel free to copy the content for your own local city so that’s where you can find my my actual YouTube channel and then I’ve got another one called the YouTube realtor where I talk I make videos just like this you know kind of talking about how to be successful on YouTube how to be successful as a real estate agent you know just all general real estate agent stuff so just just look up the YouTube realtor on YouTube and you should find it
appreciate you man thanks for sharing all the stuff and congrats on all your success it’s awesome to keep going like folks if you actually take action things can happen it’s not rocket science there’s a check out his channel listen to what he’s doing and then just take action and do it you either have two ways of doing this you can either do it yourself and figure it all out or if you want someone to do it for you contact a real estate marketing dude it’s what we do we’ll script that and distribute real estate content. If you choose part of your strategy that’s what we do or maybe you’re not into blown up your channel maybe just want to build a local celebrity brand he just hit in your database, that’s fine too. But either way is there’s not a shortage of people that can help you whether you learn from a guy like Cody or you contact us so if you’d like to explore more what that looks like please visit us on our website at Real Estate marketing.com it’s real estate marketing.com and thank you very much for watching another episode of the real estate marketing dude calm podcast follow us on social Subscribe, subscribe to our channel i G and Facebook and I swear to God and to get to tick tock channel as soon as I get a damn minute. But appreciate you guys and we’ll talk to you guys later and see you 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 calm. 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.
If you’ve been following our episodes we’ve focused very heavily on seller lead generation working with ibuyers not against working with real invest real estate investors, embracing them, not necessarily trying to fight them as the real estate industry has done in the past. Because there’s a lot of interruption, people are trying to take your commission’s out, they’re trying to cut lenders out of the deal. There’s a lot of big tech money that is pouring billions of dollars into seller lead generation right now. So what I want to talk today about sort of how do we compete back? How do we fight back against that?
What we’re going to focus on today is how this dude is doing just that as a real estate investor. His expertise is in seller lead generation and motivated seller lead generation in certain different markets. He’s going to share with us today exactly what he’s doing and how he’s doing it. So what I want you guys to get out of today is very simple. Start thinking outside the box. Everyone wants to generate more sellers or more seller leads. We don’t do them by farming a bunch of strangers, you do it by putting your offer in front of the right person that needs that solution right now.
Three Things You’ll Learn in This Episode
How investors grow their portfolio without having to look at the MLS and scour through a bunch of listings to find the right deal.
Where to get a transparent view of what the property looks like
A done for you real estate investing company for people that have money that don’t have the time capacity or wherewithal to actually get in the ground and get dirty
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. What we’re going to be chatting about today, folks, if you’ve been following the show, in the last few months, we’ve been very, very heavy on seller lead generation working with ibuyers not against working with real invest real estate investors, embracing them, not necessarily trying to fight them as the real estate industry has done in the past. Because there’s a lot of interruption. People are trying to take your take your Commission’s out, they’re trying to cut lenders out of the deal. And there’s a lot of big tech money that is pouring billions of dollars into seller lead generation right now. So what I want to talk today about sort of how do we compete back? How do we fight back against that? People always come to me and they say, Hey, Mike, well, there’s a lot of these alternatives to real estate agents today. And they all went out in the last crash, right? They went out in 2017, or 2002 1009. Well, real estate wasn’t an asset class back in 2000 789. Real Estate also didn’t have big tech, big capital involved in the industry, and with unlimited pockets. And that’s really what’s happening today. So today, what we’re stuck doing is forcing ourselves to sort of out brand out market, we have to get to the lead first. And what we’re going to focus on today is how this dude is doing just that he is a real estate investor. But his expertise is in seller, lead generation motivated seller lead generation in certain different markets. And he’s going to share with us today exactly what he’s doing and how he’s doing it. So what I want you guys to get out of today is very simple. Start thinking outside the box, and everyone wants to generate more sellers or more seller leads. We don’t do them by farming a bunch of strangers, you do it by putting your offer in front of the right fucking person that needs that solution right now. It’s very simple. No market average as a real estate investor, or this guy will introduce you to he doesn’t have he never has a lead generation problem, even if there’s no inventory, because he knows the right offer. And he has a solution for the people who need it. And that’s all marketing is guys, especially on lead generation. So he’s gonna dig us with his insight today. So without further ado, I’m gonna go ahead and introduce him. His name, I might butcher but his hi yocto Horry. I think I nailed it.
Yeah, you nailed it. Thank you for having me on your show, Mike, I appreciate that.
Dude, that’s the first time I nail a name like that. Thank you. Alright, anyways, once you go out and tell everyone who you are, where you do a little bit, give a brief and we’ll get into this.
Yeah, so I own a company called rocket offer. We source off market deals in the Midwest market. We are in Cleveland, Ohio, Memphis, Tennessee, St. Louis, Missouri, and Detroit, Michigan, those are four main markets currently. And we’re looking to go ahead and expand later on. And what our goal is to do is to help our investors grow their portfolio, and without having to look at the MLS and scour through a bunch of listings to find the right deal for you. And so if you are in expensive cities, like I am in California, and LA, or maybe Chicago and New York, and you just can’t find a good property below $750,000 or a million dollars, then the Midwest market is really, really great, because you can buy properties there for 50,000 $60,000, maybe 100,000, that cash flow great that can still appreciate and can be a great return on your money. And so a lot of people say, hey, whoa, a lot, you know, it’s out of state, how am I going to manage it? Well, we can introduce you to property management companies, insurance companies, lenders and contractors if needed. And another thing that we do is we do inspections on all the properties so that you can go ahead and get a transparent view of what the property looks like. There will be a walkthrough video as well and pictures involved. So you get a full transparent view without ever having to visit the property.
So you guys, basically it’s done for you real estate investing for people that have money that don’t have the time capacity or wherewithal to actually get in the ground and get dirty. That’s exactly
right. Yeah, we’re trying to be like a one stop shop for investors to come and say, Yep, I want that property. I know exactly what that property can bring in. I know exactly what condition it’s in. I’m ready to make an offer. Let’s go ahead and make this work.
And you guys are specifically looking for buy and hold type of investors.
We work with all kinds of investors buy and hold fix and flippers people who want to burn this burned the properties, which is by rehab rent refinance. And so there’s a bunch of different people, we even have institutional investors, we work with that buy up, you know, a 10 plus property package. So it really depends. We also work with retail investors who, who’s doing their very first deal so We try to cater to everyone.
Interesting. Um, you’re right. In a lot of the markets like I’m in San Diego, you’re in LA like the numbers just don’t make sense. And many times when I moved to San Diego, I was surprised that the spreads that the buy and the flippers are making. They’re, they’re averaging like 7% spreads, 8% spreads, I’m like, dude, you guys should just get your real estate license, I make the same amount without the risk. I never understood that quiet. But I get why people from other expensive areas go to the Midwest. So let’s talk about, first of all talk about your process, because I think there’s a lot to unpack there. You guys have a niche, okay. And everybody tries to cater to everybody, when we’re talking about marketing and whatnot, and they end up resonating with absolutely zero. Yeah, so I want you what I want you to get out of this is that is the niche and the process, because whether you’re a lender, you’re an investor, or your real estate agent, what you’re selling is your process. You’re not selling anything else, no one’s selling properties anymore. We’re selling the acquisition in the service of acquiring or disposing of those properties. So with that said, What is your guys’s process? Do you even have one and the reason why you’re getting your ass handed to you by everybody else is because you don’t have one your salesperson chasing your next check, not somebody who’s trying to create an experience. So when did you guys figure out this process piece? Because that’s really sexy, Don, for you real estate investing? I can bet you that I’m not psychic we just met. But I’m guessing you you you tried this model, you fell on your face and you created ancillary services around the questions you were getting.
That’s exactly right. And so we worked with, you know, I wanted to get into real estate investing in the very beginning, California super expensive, then I look. Okay, where’s another place that I can actually afford and buy properties that well, the Midwest was a great market for me to go ahead and invest in, then the next problem was okay, how am I going to go to source these deals, and for any investor, I think they would say finding that deal is always the toughest part. And if you buy the right deal, you can always make money, whether or not you fixed and flip it, whether you cash out refi, whether you just keep it as a cash flowing property, there’s always a way to make money if you buy the deal, right? So for me as an investor personally, as well, that’s the biggest thing I learned. And so like you said, the systems and processes need to be there for you to consistently get these deals and consistently sell them as well, which is what we do. So initially, when we started about a year and nine months ago, I was the one phone, you know, phone, like calling cold calling all these sellers, and say, Hey, are you interested in selling this home? Now we have a team of 15 people in our company, about nine of them are in our acquisitions team. And they’re all they calling, texting, sending out postcards, responding to maybe some of our feed Facebook ads are our digital advertisement so that we can go ahead and get in contact with the seller. So that’s what they’re doing day in and day out the other six employees that we have in the transaction side, they’re really working to close the deals, once we get them under contract, get some marketing on it, put some pictures, do the inspections, and really show it to our investors where it seems very real, very, very appealing and transparent. So that’s the current process that we have. And it’s been working for us. We started a year and nine months ago with zero Do you know we’re doing zero deals a month, and now we’re up to doing 15 to 20 a month. Great, dude,
let’s segment into the lead generation. So I know some people want to hear about awesome. So my point on that guys is you don’t have a process you’re not going to convert shit period. And even if you do convert that one, that bad Google review from your lack of process is going to cost you the next four deals, I promise you. Let’s get into your lead generation. What works if you caught what he said, he’s thrown a lot of shit at the wall through different channels, different mediums. And from everything I see right now that’s the only thing that works. There isn’t a soul channel it would you agree that it’s a combination of messaging and marketing that leads to the sellers? And what is your opinion on that?
100% Yeah, I think you just need to do everything in anything to get consistent leads because you are going to be limited to how many people you can cold call or that you’re going to be limited how many people you can text the day. So really, you want to spread out those avenues also, because maybe one day, you know, the texting market doesn’t work or texting doesn’t work really well because the carriers are cracking down on them right now. So that’s something that might go away right and then so now you need other channels to still get you to consistent deals if you’re relying on one lead source, whether it be cold calling, whether it be texting, and you lose that lead source, then you’re really screwed because you have nowhere else to get your leads or get properties from and so that would be a huge, huge, you know, hit for us. So we always like to diversify and try all these different things. And really, it depends on the month to some months. The postcards work the best someone’s texting works the best someone’s cold calling works the best. So you really don’t No. And that’s why I really, really encourage everyone to have a systemized process for each and every single one of them. But do all them consistently so that you can get consistent leads coming into your inbox.
Let’s uh, let’s unpack a couple of the texting. So my partner is really good at texting, but you’re right, all the carriers are cracking down and from the looks of it, the texting isn’t gonna be around in two to three years, if that long or even a year from now, but doesn’t mean doesn’t work now. So a lot of people are just throwing a lot of shit at the wall to see what happens. How many people tell you to eff off on a text messaging campaign?
I would say anywhere from like 60 70% they’ll just tell you straight up like never contact you again. It’s simple as that. And you just have to go in with a mindset like that’s that’s just the name of the game in real estate, you’re gonna get told no 7080 90% of the time, but the 10% that says yes, that’s where the money’s at. And that’s where you have
so lead generation guys is what we’re saying is you have to have a stone art lead generation prepare for rejection. Most people can’t deal with rejection and therefore they stopped doing it. Alright, tax semester, you totally agree. But overlayer in text message, you know, you’re also calling the same people you’re texting. Yeah, exactly. sort of the same messaging, right? Hey, I’ve been trying to reach you to buy your house. You might have got my tax apologize. That’d be the intrusive but I’m serious.
Yeah, exactly. Yes. And also because you can also call landlines, but you can’t text landlines. So a lot of people still have like landlines. I don’t personally but a lot of people still do, especially the older fold. So and those older folks are actually the people who might want to sell the property because they’re like, you know, I’m moving out to my kids plays out in Georgia, I want to go see them, and I want to live with them now. Or they’re willing to just sell the property. And so it might even be better to just call out those landlines instead of texting.
And how often are you hitting direct mail to these individuals as well,
we we cycled the road every single month. We tested a lot in the beginning, but it is something that takes a lot of time. So with postcards, I would say it really takes them anywhere between like six to nine months to really even see results from it. So it’s a long process. I think cold calling texting, you’ll get quicker, faster results. But eventually those postcards can add up and get you the leads that you want. Because they’re going to be the ones that are hitting you up instead of you saying hey, do you want to sell their home? They’re coming to us saying, I want to sell my home. And that’s what everyone wants?
And Facebook ads, what’s the messaging on those?
Yeah, Facebook ads. It’s it’s, it’s no different, really. And I don’t think you can make it too much different from anyone else. It’s really saying, hey, sell your home, quick cash. That’s all you can say. And it’s who you show it to. And what you do once they actually put their information in that really matters. Because initially, everyone says the same thing. They say, Hey, I can buy your home for cash as is. And that message really doesn’t change. But it’s once they actually put their information. What are you gonna do with that lead? And how are you going to convince them to actually get them under contract? Yep.
Let’s get into that. So offers are simple like that. This is the thing that always drives me nuts is like, we’ll get real estate agents. They’ll be like, I can’t get a listing. It’s like, well, you’re trying to sell people who are interested in selling so put your offer in front of the right people. We’ll get back to the data on who you target in a minute. But I’m curious on Facebook, in particular, I’ve been seeing video ads not work as well even urban say do video on Facebook. Well, I’m not getting as results on video. I’ve seen better on text images or moving images. What are you seen on that?
So for me, I actually have a lot of content personally, too. So I have a tic Tock and tic tocs pretty crazy. Honestly, I posted like a job position two days ago. It kind of blew up a little bit. And then I got over 100 150 resumes and the course of 24 hours. Yeah, it’s crazy. I mean, social media is insane. I couldn’t get that result if I wanted to if I posted my job on indeed. So I think building that personal brand and also building a company brand is really really powerful. Getting people to come over to you and say hey, I want to list with you. I want to sell my property through you. I want to buy properties from you.
How many people are going to your site before they’re reaching out to you? And are you able to track that? Yeah, check the check you out up front.
So on average, we have about 100 people visiting our site every single day, about 30 to 40% of them are returning people so they will go ahead and come back and check in to see if we have new properties or if you know, maybe they can. Maybe they did some due diligence and they want to come back out of those It’s really tough to say because they do come from all different channels. And then one day, they might just hit me up on the phone, even though they have gone on the website, they don’t maybe necessarily make an offer there, although we encourage people to, but they go on a free consultation that we have. And then our, you know, salesperson actually is able to close a deal with them on the spot there. So it’s a little bit tough to say, but we do have about 100 people visiting our site every day. And a bunch of them are returning visitors as well, which we love.
Yeah, cuz people are checking you out first. So like I trust this guy for actually get this cash offer, and is your what’s the offer the offers, I’ll buy your house in cash.
So yeah, offers, I’ll buy your home in cash. And then we can close quickly, we have a bunch of investors that we work with that we know that we can close on those properties, especially if we get them at a good deal, we know that we can mark them up a little bit. So that everyone is kind of in a win win situation, the investor gets a property, they don’t have to shop anywhere else. And they get a good deal, we make a little bit of money and the seller gets what they want in terms of price, too. So everyone wins in a transaction. I think that’s how every real estate deal should be done. There’s so many components that go into real estate investing in a property deal. Everyone can win. It depends on how you structure and how what kind of relationships you want to build with people as well.
Make sense? How many people are taking the cash offer? If I get 100 people to opt in on a cash offer? They raise their hand? How many people actually take it and transact?
So for us, even even on the seller side? Yeah. And it’s really tough. It depends on the numbers, I would say. So we would send let’s say, a message to 5000 people, right? And out of those 5000 people, we might get 100 people saying, you know, I’m interested, and out of the 100 people that say yes, I’m interested, we can go ahead and you know, we’ll go ahead and ask them questions, we’ll get the answers to them, we’ll calculate what the best offer is that we can give. And then once we get the best offer to those sellers, then, you know, I would say maybe out of those 120 of them would say yes, I want to take those offer, and then out of the 20, maybe 10 will actually sign off on those contracts. So that’s kind of the numbers that we’re looking at. It can vary time to time, obviously. But that’s about the average that we’re looking at.
How about the follow up from the inquiry, hey, I want a cash offer what happens immediately after that, oh,
then we go ahead and immediately give him a call if they’re available. If not, then we’ll ask the questions on text messaging, or whatever else, you know if it was through a Facebook ad that we might have to send a messenger if that’s the contact that they gave us, and we’ll just ask them the questions that we need to get in our CRM. And once we get all those questions answered and put into our CRM, that’s when we have a maximum offer that we spit out from there and then we’ll say Hey, Mr. Mrs. seller, this is what we can go ahead and do this is the price that we can work with let me know if that works for you. And we can go ahead and get you situated and move your property as quick as possible I
love it and this is where a lot of people would think that you need all this technology but when people are opting in for a cash offer they want a phone call right like they want you don’t want I don’t want to be on a frickin auto responder for two months and then having them call me like they’re opting in for cash offer and this is where services and that person calling you back is the key to the whole damn deal. Oh yeah it’s the tone right here one thing I if like someone calls you back I remember we’re doing a lot of we see a lot of direct mail back in the day and I was in Chicago no stone agent and I was creating direct mail campaigns right? And I would have my agents following up on them. This is where I learned that not everyone converts the same way if I had one dude I I won’t say his names he probably listened to the show. But he gets on the phone and I recorded every call I would record call we had that technology and then I would listen to him and be like trying to coach them through it but the very first time he’d be like, Hello this is first name Hold on a second why grab a pen? Don’t ever say that first. I don’t grab a pen. So what are they doing right now my social security number like and the tone set it off so that people were freaked out you could tell by their tone. Like you have to be Oh hey, I just got your message. Just want to reach back to is now a good time. You just responded back in a cash offer on your property. I’m just calling you back. Is it okay to chat now?
That’s exactly right. Yep. It’s it’s how you set the tone in the very beginning. Exactly. That it really is so important because you don’t want someone coming in. They’re like, hey, I want to buy your art. You know, I want to buy
some stoner and they’re being like, Hey, bro, what’s up, man? I’m calling you back or you also can’t be too aggressive.
Oh, you really can’t. It’s a happy medium for sure. And it takes time to get better at it’s just repetition. It’s like going to the gym, right? The more you go, the better you become, the stronger you become. It’s really the same for anything. I Think. Same with sales, it’s really important to just continue doing it, refining the process, making sure that you get better each and every time. And eventually you will get better to get more deals and close more.
Makes a lot of sense. One more thing, and I’m curious, my partner’s telling me this. And you mentioned it earlier, I forgot to ask you a follow up on it. You saying you get different responses from different mediums throughout the country. So like, and this is he was trying to explain to me He’s like, Alright, so he tried cold calling in New Jersey, for example. Yeah. And they’re like, Fuck off. Yeah, everybody, you know, but then when he did it in Indianapolis, everybody wants to talk. So you’ll see, like, through different demographics and geographics at some people are nicer. And it seems to be in the smaller towns, they’re nicer as a fair statement than in the bigger cities. So something to think about you guys when you’re thinking about what you’re going to target and who you’re going to target. Because if you target not saying that those areas are full of assholes, but in a sense, people are router, or more irritated in different parts of the country. I don’t know why it is. But it’s actually
true. It’s absolutely true. It’s absolutely true. Even if it’s in the same state, or even if it’s in the same city, there’s little locations where you’re like, man, every seller that we talk to there, they just don’t they just don’t want to talk to us at all. They’re hungry, right? Yeah, they’re just angry, they’re like, no, like, you can just go home do just stop dog me, and those hang up the phone, like it kind of, it’s hard to talk to those people. I mean, there are obviously nice people in any area. But there are a location, that’s a lot tougher. And I think like you said, if for anyone listening to this podcast, it’s really, really important to make sure that you are taking that into consideration. And it might be easier in other locations, where if you are looking to cold call, you might be able to get more leads than like you said, maybe New Jersey where a lot of people don’t want to talk with anyone necessarily
true. That makes sense. Awesome. Did I have my last few questions I have here are just gonna be alright, Who the hell are we targeting? Right? So we went through a couple things. Just to give you guys a quick reminder, if you’re watching this, at the end, you can rewind back to the beginning. But where we started was different channels, multiple channels of marketing, different various messages all towards the same people, the same audience, but we’re not buying a list of Every Door Direct Mail here and sending neighborhood route. Because if you do that you’re going to go broke. Or probably my guess is you’re targeting people who need to sell. So let’s unpack that a little bit. And define who is likely to sell so that people stop trying to put their content in front of people that don’t want to speak to him?
Yeah, that’s so true. When we initially first started, we were looking at like absentee owners, there’s like divorce list, there’s a little like probate list. There’s pre foreclosures, there’s a bunch of different lists that you can go ahead and target so that your money goes as far as you can possibly make it go far. Because when you’re initially starting these lists, and these leads that you purchase, obviously cost money. And if you bought the entire city of let’s say Cleveland for $10,000, and you don’t, you know, you’re calling every day and you call 1000 people every day, most of those people might say no, because you’re not really filtering those leads. And it might not be something that you know, you can be working with. But if you filter them out and you narrow down that list in the very beginning, when you’re just starting out, you have a higher chance of hitting someone that says yeah, I am interested in staying home. So I think it’s really important to maybe filter it out. Again, absentee owners is something that we looked into divorce lists, a pro you know, probate pre foreclosures, there’s others that you can definitely look into. And you can always look them up on Google to they always show you like, Oh, this is a good list that you can go and target to look into for best results. And obviously not every single one of them are going to be like I want to sell the home but a good amount of them at least will be compared to if you’re able to if you’re buying a broader list.
Yep, stacked data, folks so you want to buy a list of somebody who is a landlord or an absentee owner that might also be having financial constraints that the house is also vacant. That person is a lot more likely to sell than the house the homeowner just bought Yep. So just make sense. Awesome. I think we unpacked I mean, most of it any other things that I didn’t capture here that you want to start out on.
No, I think you caught on everything. I think the most important part I think for everyone is if you’re just getting started a real estate investing is just do your own homework, just do the basic due diligence, understand how to run numbers, understand how to give a maximum offer, understand what you want to do with the property out Do you purchase and what your exit strategy is? And then just take action. And once you start taking action, you’ll start to figure things out when I started a year and nine months ago, I didn’t have any clue. I don’t even know what a mortgage was, like two years ago. Yeah, I had no clue.
young guy, man. He’s got 23 years old. This guy’s doing 20 deals a year.
a month. Yeah, I’m 25 right? 25. Good for you, dude. Thank you appreciate it. Yeah, and um, you know, I didn’t know all these things until I actually started taking action because you really don’t know what you don’t know. And you start learning as you go. So when I was on a phone call with some of the sellers, there’ll be like, yeah, I have a lien on this property. Is that okay? And I’ll be like, What the hell’s a lien to lien? Yeah. And then I’ll quickly look it up on Google and be like, Oh, that’s a lien. And then, you know, I’ll learn as I go there. And no matter how many times you read what a lien is, on a book, it’s just not going to stick in your head because you’ve never experienced it. experienced it, that’s when you really like Okay, I gotta watch out for this. Yeah,
good advice. Good advice. Why don’t you go ahead and tell our listeners who where they can find you. If they want to learn more about your, where they can follow you on social and all that go ahead and foragers?
Yeah, you guys can always reach out to me on Instagram at HAYANTO Oh, and it’s kind of like a it’s a nickname that I had in college and all for some reason I thought my name was unique so I would easily be able to get Instagram and Tiktok handles but apparently I’m not that unique. I had to be I had to make it a little bit different. I have the same ad for my tech doc and I create a bunch of content there are two on how you can go ahead and start you know investing real estate and give you a little bit of tips and tricks there too. So if you guys ever want to reach out you can always go there if you are looking for prop properties off market properties you might want to invest in in the Midwest you can always go to rocket offer.com slash invest rocket offers spelled R OCKETOF R and we have all our properties there otherwise you can always reach out to me on Instagram and Tiktok and I can go ahead and introduce you or show you what our website is getting get on a phone call with you and maybe see what the best strategy is because maybe it’s not the Midwest maybe you’re better off investing somewhere else you know I’m not going to push the best thing I just have rentals there and I love that market that’s why I’m super passionate about it. But you know, it’s not for everyone so for me, I just think that everyone should do what works best for them.
I agree with that. And like you said earlier if you don’t take action nothing ever happens and yes you fall on your face but we call it failing forward so anytime you learn a lesson is by making a mistake but as long as the lessons learned it was a really mistake no it’s not because that lesson learned will save you and make you money in the long run if you learn something from it so that is actually no differently than video guys a lot of you guys obscure to get that video scary on video well guess what I was scared to my first video too but I did it now I don’t even look at them again because I’ve been doing it for the last 10 years. So if you’re interested in learning more about what we do over at real estate marketing dude we script edit and distribute your video content for you whatever it may be wherever you’re at in the country. That is our expertise we build your personal brand and if you’re interested in some of the stuff you saw here today check out our other product listing advocate calm listing advocate calm which is a multiple seller solution to convert more of the seller leads so appreciate you guys listen other episode. Thanks for leaving us some reviews. Leave us a couple more. Follow us on social, the G the Facebook and the YouTube. We’ll see you guys next week’s episode. Hey, 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 calm. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.
Standing out in the market is the most important thing facing the real estate industry. What’s the easiest way to go about doing that? The answer is simple: Your brand. A lot of people think it’s your license, or your broker, or your lender, but it all comes down to your brand. Your brand is your persona and it defines what your presence is whether that be online or in person. If people resonate with your brand then they are more likely to converse with you and ultimately hire you and use you for their transaction.
In this episode of the podcast we are going to go through the two main reasons why the significance of your brand matters and how to use it to your advantage when it comes to attracting clients. What I want to do is break down this idea in several different ways to give you strategies to start attracting. Let’s be honest, what is the difference between you and every other real estate agent or lender in your market? The truth is, you all have access to the same loan programs or interest rates depending on what side of the business you’re in, meaning it all comes down to you and your brand.
Three Things You’ll Learn in This Episode
How to stand out in the market in today’s real estate industry
The importance of your brand, how to find it, and then use it to your advantage
The idea of programs and how they can help your business
The old ways of real estate are just not working anymore. For sale by owners, expireds, and knocking on doors are all valid ways to gain client’s, but it isn’t the most efficient way. Online marketing and marketing motivated seller leads specifically for Facebook and Google are, and that’s what we’ll be talking about on today’s episode. We’re diving into the seller lead generation process, but this time, through the mindset of an investor. Real estate agents should be doing the same thing investors are doing, which is, putting their offer or their solution in front of the right people.
For 12+ years now Chad Keller and his business Motivated Leads has done Facebook marketing and Search Engine Optimization for local businesses, startups, and fortune 500 companies. With the experience of spending millions in advertising dollars to learn the game from the inside out they have perfected digital advertising. Now for the 5 years they have reinvested their profits back into rental properties and started a real estate empire.
Listen to this week’s episode to gain insight from the strategies that top digital advertisers use to market to motivated sellers on Facebook and Google, optimize your ad spending, and ultimately perform more money making activities. It’s no secret that with rising competition agents are having a harder time closing deals. However, if you implement these strategies in your business you can respond to these changes and win in areas your competition isn’t even touching.
Three Things You’ll Learn in This Episode
How Chad created a lead online lead generation system for investors.
Getting your leads to come to you through investing digitally.
The importance and results of targeting the right people.
Connect with Chad
Learn more about Chad and Motivated Leads at Motivated-Leads.com or call him at 412.254.9225 to get connected.
With a saturated social media market it can be difficult to reach your target market, let alone convert that audience into motivated sellers. The solution? There is no one size fits all answer whether you’re layering that with cold calling, or the door knocking. Although, running Google ads, either PPC, Facebook and IG to target motivated sellers is a great skill to have under your belt.
Luckily, Esteban Andrade made it simple with his business Hesel Media. As founder and CEO of Hesel Media he strives to help Real Estate Investors and agents/brokers grow their business by finding motivated sellers, getting them under contract and adding minimum 2-5 contracts per month, all while streamlining their processes and systems. This lead generation agency is committed to providing more leads and closings to Real Estate businesses.
On this episode of the podcast, Esteban joins me to discuss how to target and convert motivated sellers online. We will also touch on how Hesel Media is helping real estate investors and hybrid agents be able to monetize inbound leads. Listen to this podcast to learn more about the data that is captured by these giants like Google and Facebook and how to utilize this information for your business.
Three Things You’ll Learn in This Episode
Options to give your sellers to attract more business.
Where the future of business is heading and how to capitalize on it.
How to hyper target and only get sellers.
Connect with Esteban
Learn more about Esteban and his company at HeselMedia.com or head directly to his calendar to book a free consultation and continue the conversation here.
So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Cuevas in 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. What we’re going to be chatting about today, folks, is how do you target and motivate? Or how do you target market and convert motivated sellers but doing an online? If you’re chasing this audience, you’re chasing this market, you realize that it’s usually a multi pronged approach isn’t a single one size fits answer for all whether you’re layering that with cold calling, or the door knocking. But what we’re going to talk about today is really just a digital side of it specifically on how we run Google ads, either PPC, and Facebook I G to target motivated sellers. So we’re here with an agency today, they wanted to come on the show, obviously, they do this for you guys, you guys can learn more about their services at the end here. But I want him to walk us through how it’s working. First, because that’s really, really exciting. If you guys have not been following what we’re doing here real estate marketing dude, we just launched a, a huge, we’re right in the space like and because there’s such a huge market with motivated seller leads, everybody is after them. And everyone’s trying to take realtors out of the equation here. And the reason why we built the listing advocate.com site out was so that you can adapt a multiple offer approach or multiple option approach because that’s where it’s going to play in for a lot of the seller leads. When you’re marketing motivated seller leads only about five to 8% of them are going to actually convert and take the cash offer that you’re most likely marketing them with. However, it’s like what do you do with the other 92%. And that’s where having multiple options comes into place. Because as long as you can monetize the transaction, who gives a shit, which option they decide to go with at the end of the day. It’s just a matter of how as you as an agent can spin off that business into other business, right? Like I don’t care what option they choose, if I’m still getting paid a percentage to sell the property. I don’t care if it goes through a cash buyer. Regular listing fixing list program, trade an option, you name it, so we’re not going to get into multiple options. I just want to get into the seller lead generation stuff right away. So without further ado, let’s go ahead and introduce our guests. I might butcher your name, but not the beginning part. You Hispanic dude. That’s the one. Oh, yeah. We got it. We got another fellow Hispanic on the show. I’m the white Mexican, they call me. Last name Cuevas but Esteban and jurati that’s a correct. Yeah. Andrea, you said in in Italian accent I love it. But yeah, go, we Nice to meet you do want to tell our listeners a little bit about who you are and what you’re doing.
I Nice to meet you, man. It’s awesome. Being here, listening, you know, just been listening to some of your other podcasts. And now talking to the audience here the listeners. It’s, it’s, it’s an honor. So one thing that we’re doing here, we’re helping real estate investors and hybrid agents really be able to monetize inbound leads inbound motivated sellers, that would usually will come with the intention of selling their property because they’re searching for you there they have the intent of looking out for a solution. Usually you’d have that solution. And they could also be targeted or retargeting on Facebook, just because we’re able to use all this algorithm out there. So we know and Facebook knows exactly what your audience is talking about what they’re texting, chatting with your friends or family or you know, business partners. Facebook knows all of that captures that and were able to target them, right, based on their search. What am I searching today, like as a homeowner that is looking to sell their property, maybe they see this market that is crazy. But they are going to go with it. They’re going through some sort of hardship. They’re looking at Google, and probably they’re also asking you on Facebook group, or asking a friend on Facebook or maybe Instagram. And all of this data is captured by these giants, right? They’re being targeted, they are going to show these ads as soon as they do a search on Google or as soon as they go into Facebook newsfeed or Instagram newsfeed wherever you are, you’re going to be there showing enough or showing them that they work mindset. You can offer them options, you can give them the ability to, to sell their property, not only one way or right, but at the same time getting them on the phone. Right. So that is exactly in a very high level. What we’re going to go through And go deeper, do a deep dive.
So sir about I like the term how using hybrid agent, our friends over at carrot, use a hybrid agent term a lot in hybrid agent, just you guys, if you guys aren’t aware of that is that I believe also it’s gonna be the future of the business too is that you’re gonna need either an investor offer, the ones that are really smart are going to become the damn investor or at least partner with investors and whatnot as they find these deals. Because I think everybody needs a cash offer. And it might as well be you. I mean, why would you you’re in real estate, you should be buying and selling your own houses down the road, because you’re going to come across X amount per year, they’re going to make sense. And when you already set up to be the investor, you can take advantage of situations. So let’s get into it with marketing sellers, because seller, lead generation is what everybody wants. And traditionally, seller lead generation, if you want to generate a lot of listings, and you have to be the most popular person in the market to generate seller listings, right? People always say, Well, I want to get more listings, we’ll get more fucking friends, get more people who own houses know what you do for a living? Yeah, that’s usually common sense. But in this case, we’re actually going to be marketing seller leads most online marketing traditionally, is for buyer lead generation, most companies and agencies will go out there and, you know, put out a list of homes for sale, not on the market, right. And that’s how they generate the initial buyer leads. So how do we first off is, what is the offer that we’re making online to target a seller and then we’re getting the next who we’re going to target? So let’s do it one at a time. So who are we? What’s the offer? What do people want motivated sellers want online?
Yeah, absolutely. And just, of course, to add on what you just said, a lot of other agencies or people out there will tell you, well, we’ll get sellers out of the buyers out of the buyer campaigns. And yeah, that could be like a small percentage of it. But how do we actually hyper target and only get sellers? Like, how do we actually get only sellers, people that are looking to sell their property, regardless of their motivation, that’s going to come down to one off. Now a lot of real estate agents, they know they need to start partnering up with real estate investors, because real estate investors will also give them a way to get more deals going. But you can also send them to real estate investors, these type of deals, if you don’t know how to monetize it yourself, so that you guys increase your conversion on what’s coming into your pipeline. So what is that off? Usually, let me tell you that homeowners, they want the most fast, convenient, top offer and cash sounds always smells good, right? Cash is something that people love, people will in their head will be like, okay, I’ll have a big bag of cash for my 200k home, I want to go ahead and get see what what can I get what kind of cash offer. So we’re we’re having different offers, depending on how you would want to pivot during the conversation with this homeowner with this seller that is looking to sell. So you don’t know yet what they’re going through, they might be just going through a situation where they’re moving out of state. And their best option is to cash out real quickly, because they cannot deal with this situation anymore, where they have to handle this home. So we’re going to offer them to sell their tap receive a cash instantly a right to receive a cash offer probably in the fastest way again, convenience speed, that’s what they love, arrive without having to
do any repairs on the house or without having to do any staging or you know, just preparing and for listening. So those offers that usually go into headlines, either on Facebook or in the face in the Google Ad from PPC all these types of benefits, right? That you are telling your clients that they can get by working with you is what we’re looking forward so there’s going to be different offers out there that we can give we can give them a cash offer and they received the offer instantly and that means that we’re going to follow up with them and call them right away to to figure out what’s their situation and see what how you can work it out. You cannot tell them and this is how hybrid agency and they do it is that here I just received your cash offer request I love to talk to you I understand was you know what’s what’s really prompt you to jump into a call with me because I can buy I buy houses and I can make your house be for sale or sell your house fast. Many different ways. One of those is we’re going to give you a cash offer. But if that doesn’t work for your specific property because we bind maybe three four houses a week or a month, then we can all you also give you top dollar for your property right so you you set the stage you set the tone with with the homeowner, what you can actually do for them right now. When you’re getting them and if you have to disclose that you’re an agent, always do that for sure. 100%. But always let them know that there is a an option out there other than just a regular listing, right. But why is this important? So hooking them with a cash offer, will will also bring homeowners that maybe they are considering an agent, but they’re also considering other options. So what if you are the agent that hooked them right there? All right, what if you’re that agent that is given them that option, that other option, and if they there, if they don’t want a cash offer, cuz it seems like a cash offer doesn’t work, then work with the guy and establish that relationship as as they would prefer a real estate agent. Of course, that requires a certain amount of, you know, sales and negotiation skills, report building skills and everything that you should be doing, for sure. But at least we’ll give you that edge to talking with people before they make a decision with working with an agent, right, because don’t want a cash offer. Now, another one another other offers, though, I love also giving is sell your property as is and get top dollar. Why is that because I know as an agent, you can definitely deliver a top dollar a top dollar agreement by selling in this market by staging it well, by making sure that that happens. But also as a hybrid agent, or as a real estate investor. ultimate reality is that you can create options creatively to take over these properties. And I’m pretty sure Mike, and all of you that are very, very, very, very aware of the creative options that are out there to take over properties. I want to call it set of finance, subject to lease option, all these kind of options out there, that you can also give them basically full full top dollar for their property because you’re agreeing on terms. So that is also another skill set that our clients that our real estate investors and hybrid agents have learned in order to convert more deals into contracts more and more leads and contracts, right?
Yep. Well, so you guys, we guys got to really seniors, like cash buyers. Cash offers are usually what gets someone to raise their hand because most people who are motivated are facing some kind of problem. And they need an exit, easy solution fast solution. So when we’re targeting different sellers, you’re targeting the ones who are actually motivated because they’re the ones who are most likely to get a cash offer, someone who’s not motivated isn’t going to want to take an investor’s lowball cash offer, and you can assume that all cash offers are going to be a lot lower than a traditional listing offer would be because that’s part of cash. There’s a cost of convenience. And as is Yeah, I always like say, cash offer close on your timeline. The buy it as is in save 1000s on closing, traditional closing costs 100%
all those banks. We cover what we need convenience, speed, right? What’s the best type of deal that they can get out of their home that they have. And they may not know exactly what they could get, you know, you You didn’t know that their property says something in Zillow, but they don’t know that the property requires 30k and 20k. In repairs, they don’t know that because they’re not real estate experts or they don’t they’re not didn’t know about any of the fixes that their property to do,
or anything. Let’s apply this to the current market now. So I’m an agent, let’s just say I’m in the Midwest, I’m in Ohio, Michigan, Illinois, whatever. And I’m marketing cash offers. Well, if you’re in a market that has like Zillow buyers, or like open door, for example, those markers are paying 107% of market value, right? Yeah, like so like, and they’re doing it fast as is so like partnering with like one of those types of eye buyers in this case, and not just having just one or the other because you should also have your mom and pop investors with you guys as well, because sometimes those deals will work for them. Whereas sometimes the eye buyer deals will not work for them. So different investors will be willing to pay different things. But imagine if you have four or five different cash offers, and let them shop with that not too many agents can walk into a seller and say, Hey, I could get you five offers from five different parties within 24 to 48 hours. 100 a day and powerful to say. And the key is you’re right is it’s not what getting the call is half the battle. Right? That’s usually the hardest part. But then the second hardest part is okay, what the hell do you do when you get there because the conversion is had in person or even on the phone? And it’s what do you do when they say no to that cash offer, which is how many what percentage of the time I was like sick 95 over 90% of the time, they’re not going to take the cash offer, but doesn’t mean that the conversation is over. That’s when you split them off into something else where 100%
that’s when you pivot, when that’s when you are also set down to, to be able to give them a different option and also follow up with them. Right, that’s, that’s the other part of the conversion like conversion, as as much as much options and as many options and as many follow as much follow up and nurture that you give to this client after that initial conversation, or the maybe they have rejected a cash offer is what’s going to give you the ability to be able to convert more, all right, it’s, it’s, it’s, it’s definitely a numbers game, but it’s also is like, what kind of what type of solution and how, how much are you going to really willing to, to give this client to solve that problem that they have? And to and to really monetize it anyway, anyhow. Okay. And then they like Mike was saying, hey, look, right now, real estate investors are also partnering up with hedge funds, like open door, like, Yeah, because right now in this crazy market, that things are going over, like over 20k 30k 40k of asking price. Right now, you you have a real estate investor that, you know, maybe he’s doing, maybe doing deals in Ohio, or Michigan, and locks up in their property, try to find a buyer. Okay, but they know that open door will buy at 107%. Alright, so they’re gonna offer it to open door and they’ll probably buy it. So right there, you also have a deal. And like you said, like, hey, what if you actually can tell your real your your homeowners, and this is also an a copy that we use in our ads, by the way, we say something like this, we got good news, guys, we got good news homeowners. Brian, now we have multiple buyers that we can give you that we can give a cash offer for your problem property, or for your house, and be able to buy it in any condition as his no matter the situation, and will list down a series of benefits. All right, we’ll list down a series of benefits of working with a real estate investor or receiving a cash offer or just a hybrid agent. And then we tell them hey, but you know what, you know, what’s bad news about it? Is that right now, it’s right now you’ve only heard about it just right now. So take action, and click on the link below to get your cash offer and receive this multiple cash offers in an instant. Right? That’s when you guys come in. And you guys are able to get them on the phone. No, we.
So cash offers folks, that’s your number one ad. Let’s go on to the next part. How do we targeted with the fact we put in these messages in front of we’re not using Every Door Direct Mail, we’re not going to go to your everyone’s neighbors. This is where everyone messes up, I think if we just walked you through wasn’t really rocket science. Okay, I have a cash offer for your house. I know you need to get out fast. Here it is you want to get it or not? Very simple, right? There’s nothing really that complicated about it just you got to learn how to do the nuances of ads and run your own ads and all that. But to me, that’s pretty straight up. Who be targeting is the question. Who do we find these ads in front of? So if you’re targeting on pay per click, what are you targeting keywords you’re targeting? And are you let’s do that. I have another question for you after that one.
Absolutely, man. So for example, pay per click, pay per click is going to be big, you know, PPC, Google AdWords basically, we can also use other platforms like Bing. But we’re going to place ads, right that are based on words, phrases, based on a call to action that is that our words, we’re going to place them in front of people that have searched a specific keyword or combination of keywords in the search bar. So we’re talking here, for example, I need to sell my house fast. Adding fast to I need to sell my house will give us the determine us that this person really wants to sell the prop their property for some sort of motivation, right, the need to do it fast. They’re not just they’re not just kind of like shopping around and trying to trying to see what’s the best option out there. They need to sell their property fast, or they are only typing cash for homes in Detroit, Michigan, cash for homes in
I don’t know, Columbus, Ohio, all these type of keywords that now Google will capture a right will understand that someone is is actually doing a search and we’ll put you in front top for the top four searches are always going to be ads unless you have some crazy ad blocker. But the top four, it’s always going to be ads in the mobile and in your desktop. So that means that you’re right there. You’re in front of them doing a Google search. Okay, in doing a Google search, you’re in front of motivated sellers, the nice To sell the property fast. Why, because of the keyword. And there’s many other keywords, there’s like hundreds of keywords that you can use in combination that people use to search, right? So for example, how do I sell my house without making a repairs? Right? How do I sell my house yesterday, or things like this? Alright, keywords and combination of keywords that people will type will go to your website. And if your landing page says, and a properly funnels done for them to submit a form or a survey, after you guys ask them the question of who are you? What’s your name? What’s your phone number? What’s your email? And maybe what’s, what was that? What is the reason that you’re looking to sell that those are questions that you can ask, you submit that it will get to your CRM, you’ll follow up fast, okay. And that’s very, very key. Why? Because people that are doing this keyword search in Google will ultimately have a pain, they’re usually more motivated. Usually, these people, they have the intention of, of going out there, all of a sudden, now they’re, maybe they thought that foreclosure was not going to come, then three weeks past. They’re in pre foreclosure. And they’re coming in here, typing that fast, right? neat, I need to sell my house fast. And now you got to be able to know that these people are probably not only going to go to the first search, but could potentially also go to the second search, which is your competitor, and maybe also go to a third search. Why? Because the need to solve the problem easily as quickly. So that’s why PPC, whenever you come as PPC you got to come in a lead comes in, you follow up fast, super, extremely fast, like 20 seconds fast. Hopefully you have a CRM that like we do that that sends a text message right away to unleased, let them know, hey, look, I’m right here, and also an email, right. And you could potentially also forward a call to yourself so that you can give them a call right away. Right. Or if you have a team of call center that can call this person and prequalify. That’s awesome. But PPC is you need to be such a speed, lead and such urgency for that lead, because of what I just mentioned, competitive competition, motivation of the lead. And you will also need to be at your best core consultants stage. So that’s where you come in, you’re not just a salesperson, you’re actually a consultant, because we don’t know what’s going on. So you’re following a script where we understand, hey, what’s your motivation or the condition of the property? What’s the timeframe that they’re looking to sell while building report introducing yourself, of course, but you do, and be able to tell them either now offering a second call, or a natural solid solution in a second appointment that you guys can set that could be appointment that is by the phone, virtually? Because we don’t need to do it. We don’t need to do what a home appointment anymore, even after COVID it’s been easier. But you can also do a set an appointment after that, to discuss options in the property. Like in house, right? That’s how that’s the magic about pay per click.
And are you finding the initial lead on Google and then retargeting on social like IGN Facebook? Are you fighting? Are you finding the leads on Facebook? Are you are you doing all lead? And let me just paint a picture for it first answer a question. And I’ll paint the picture for the audience.
Yeah, so. So for example, guys, you guys can also target. People on Facebook, after they have visited this website that they probably have, maybe they haven’t taken action, maybe haven’t submitted the form. And they go ahead and they go to facebook or instagram and you were popping rather as retargeting. We’re going to retarget them with another, another ad copy that is going to let them know that, hey, we’re there again. But we are looking to buy more properties that are on the area, here’s what I can do for you. Here’s the benefits. And absolutely, of course, layout, what are the steps that they need to take in order to get this going. So it could be a button in the lead form or in in the in the ad that leads to a landing page. And you again are capturing them right there? Or you can target people from Facebook and Instagram in a cold approach. What does that cold approach approach mean? That they’ve never seen you before? Right? They’ve never actually seen you. But Facebook is going to target based on the keywords that we actually put in the ad copy. Right? We’re going to target them based on the interest and behaviors that we’re going to put in the backend of Facebook so you can put for example It could be financial interest. It could be things like cash out refinance. It could be things like you, maybe they’re looking for real estate, real estate broker at some point, maybe there are, they’re actually looking at Zillow at some point, maybe they are looking at some other financial interest based on their, their Google search or based on their activity on their phone, or whatever that Facebook captures. And you can cold approach them. But these people already fit that criteria that you want. Because you’re using keywords such as financial hardship, such as divorce, moving out of state, maybe lots of repairs from your house, or not, you know, not, or wanting to sell their property assets. So this keywords that Facebook is also able to read will place them in front of the actual people with that have had that criteria.
So which do you guys see more success in like going cold on Facebook or following them around on Facebook?
So we actually do both, we usually start usually Facebook is way more is cheaper than Google PPC. Let me tell you that. So we usually start with Facebook. And we start with both. So we were going to target in doing the cold approach of right on Facebook. And I say it in quotation marks because we’re literally going to target people that have a Facebook algorithm and Facebook, machine learning is so smart now that the ad copy that we do, and the creative that we actually put is only going to be seen such a dog whistle is only going to be heard by the by the by the dogs, right. So these ads are going to only be seen by these homeowners that are looking to sell their property.
Let me ask you a question on that real quick. That’s what a lot of people because of the special ads category, and like real estate agents right now, like how do you target on Facebook from a cold perspective, because you can’t really target? And I think a lot of people get shy because it’s so wide and narrow. Yeah. That I mean, it’s so wide that like just say I want to target San Diego. So my audience can be like 1 million people after I use this super rare, like interest targeting? Yeah, and I think the question a lot of people have is really like, Is it worth it? Or is it better? Like what I’m seeing people do is I don’t know if this is right or wrong, but finding the lead on PPC and quadrupling x, it’s intent based, and then following him around on social media, but you’re seeing you guys are doing both.
Yeah, absolutely. So we’re actually doing, we’re having a great synergy with both. And a lot of a lot of the things that we also do is that either we have a master website that a lot of leads come in nationally and and a lot of prospects come in nationally, homeowners are right that we are improving data that that data is from homeowners that we’re looking to sell. And we create a basically a look alike of those audiences. And we tell Facebook to target that look alike. Or as you’re running Google PPC, you’re retargeting these people, these individuals, so it is definitely worth it to start going at it with both ways. However, Google PPC Google Pay Per Click is way too expensive. Right? Let me tell you, it is high cost per lead. Right. So you’ll be seen about one depending on if you’re targeting locally, like local markets, let’s say San Diego, you’re going to be seeing higher than 400 300 $400 per lead get even more than that.
And that’s because it’s not that Google’s too expensive that there this is a competitive keyword, because every competitive keyword that I buyers are going to have to this key keyword real estate investors are going after this keyword like a lot of people are going after therefore it’s more expensive, right?
Therefore is more expensive. That is correct. And as a matter of fact, that’s why we almost always tell Hey, you have a budget to support it. Sure, let’s do Facebook and Google. But if you use your low end budget, you still want to generate results. Let’s do Facebook. Alright, let’s do the way where we’re reaching out to these people on Facebook. You’re going to be seeing that in a in a market. Let’s say let’s go to the Midwest, once again, Ohio, Michigan, and a market like that. When you put let’s say $50 a day on Facebook to just target motivated sellers. You’re going to see a cost per lead of about either 30 or 30 to $60 cost per lead. And these are homeowners these are leads that are homeowners that are looking to sell their property. Okay, they’re looking to sell their property. Now, if you have to go to Detroit is much, much cheaper than that. But, hey, I’m talking about like, in general, right? The whole state, if we’re going to California, if we’re going to San Diego, oh my god, the CPL goes through the roof. Why is because again competition like, it’s also the home prices don’t doesn’t help much, and the cost per lead will be pretty high. Okay? That does not mean that even though you’re paying like higher higher cost per lead, that you’re not going to get leads, you’re gonna get leads, you’re just gonna have to pay more for it. Okay.
I’m sorry. I mean, it’s relative people will pay for because you can make more money on an $800,000 house, and you can have an $80,000 house 100% 100%.
Like, I believe in California, like you can easily do 30 40k deals plus easily compared to Michigan or things like that, right? So what I do really recommend is that if you’re, for example, a real estate agent that is considering to be a hybrid or or if you are, for example, a real estate investor, that is also considering getting their license, right, I really recommend that you both work with, with your, you know, colleagues, colleagues like that, because you’re going to build, you know, you’re going to be able to, to convert more business, if you don’t want to learn the skill. And I think you should have converting deals through creative financing, or through cash offers or other options that you can do, then get a partner get someone that is boots on the ground, okay, boots on the ground, in your local market or in markets that you’re covering. And you should be able to convert like that. Why? Why are Why am I Why am I pushing this way more and more? Why? Because here’s the thing, you guys are looking to do cold calling, and maybe SMS, cold messaging, and all of this. And all these methods have been working for a while really well. But now carriers are proportion heart really hard into these methods. And they’re blocking, or they’re, you know, they’re requiring people to register their business with their number, they’re requiring people to change the way that they message things. And in a few months, I may see, we may see a huge drop on all these SMS marketing platforms. And we got to start doing more inbound. All right, more, more about online marketing, more direct mail, you know, being able to do maybe radio ads, all this kind of stuff, just because of this cold outbound approach that still work made go away because of carriers. Right. But hey, that’s another topic. What I really would love to, you know, a strategy is that, we definitely should, we definitely should be able to work with real estate investors, if you’re an agent. And if you are a real estate investor, you should always definitely reach out to a real estate agent. So that you guys have that hybrid synergy. Okay, and
you could share costs. I mean, to me, that’s the obvious. Lead generations inexpensive thing you guys like any business, there’s lead generation, and there’s marketing and attraction. Most times on the show, we’re talking about a lot of marketing and attraction stuff. But thing with marketing attraction, it’s not targeted, it’s just going to come to you based upon how big your audience is, and how many people are constantly seeing your shit. When we’re talking about lead generation, we’re putting our offer directly in front of somebody that may or may not need it. And we expect them to take a direct response for it. And lead generation is more expensive. There both ways to generate and acquire clients. But, you know, if you’re going to be chasing motivated sellers, you’re going to be in the lead generation route. And everybody should be doing a little bit of both. It makes sense what you’re saying about text messaging, so just a cap, we did a couple shows, I think a couple shows ago, we did text messaging and whatnot, it was a really inexpensive way to basically spam a bunch of owners as long as you get their phone numbers, which isn’t hard and work but there’s a lot of laws coming out that that might be cut up. So we’re seeing need to have to go back to the more traditional ways like direct mail is always number one for real estate investors traditionally. Right? Right. And then cold calling still works. But you know, a lot of people on this Do not call list and all that other stuff. You saying like the carriers are cracking down on the outbound ways you can actually call it spamming cold calling whatever the hell to interrupt somebody. So people are going to be forced, possibly if this all goes through to start taking some more inbound active approaches, which honestly is just a lot more work and cost more money. Really, right. That’s what we’re talking about with this online. That’s correct. That is correct. Let me ask you a question. I have one. So you’re saying if I target interests, I just want to target interests and people If I target interests, you’re saying that the copy that I write, and Facebook smart enough, so the copy I write in the ad is super important because Facebook uses that ad copy to put our ads in front of the right people 100% 100%.
So, Facebook, as it gets smarter and smarter, and also gets more restrictions with specific categories such as employment or housing, right. As we get more into that, we need to be able to be more creative with our ad copy. And usually our ad copy needs to have a specific keywords that you would know that this homeowners would be relatable to, would automatically have some sort of call it connection, call it some sort of synergy, some sort of will be able to read that see that. And we’ll be able to be interested in reading more on the ad copy and click on the ad so that they can take action. And Facebook knows based on the keywords that you put who to who will be most likely to see that ad based on those keywords, but also knows and reads the picture that you’re going to be putting the ad, that’s why we get to be very, very obvious in our ads, or right in our ad creative of of who should be also be placing this. So for example, one of our offers right that says homeowners sell your property assets and get top dollar. So you’re gonna place either a okay looking house, okay, with a circle banner that says sell your property assets for top dollar. Or you can also say another banner or another way, either in the top or in the bottom or in the middle. And you can say, sales your seller property as is and get cash, right or get a cash offer for your property. Instantly something like this, that is obvious that Facebook is also able to read and that you are also going to be able to also create in Canva, or something like that, and they read the text on the images, or they are they able is able to interpret the image is going to interpret the image, that’s for sure. So one thing that we used to do before and we used to do, we used to get like low quality leads, is we used to have for motivated sellers. So for buyers as a as a real estate agent for buyers, having a grid of homes, works great to get buyers attention. But for homeowners that are looking to sell their property, if you if you do ads that are like a grid of houses, even if it has a little banner, people are automatically going to see hey, this is going to be a list options of houses that can buy. And whenever those that, you know those pictures used to used to be used to be placed in front of these people, we would get a lot of confused buyers, which was people that thought that hey, I thought that you were selling that house because the grid looks like that. So Facebook plays in the wrong thing to the wrong audience, right. Because of how I was and if also Facebook Places it in the marketplace. Of course, it’s even more obvious whole marketplace and selling these four houses were have options to sell all these houses. So it was it was something that we run in the past that we corrected, we went ahead and created more of us a little bit more branded, a little bit more like on your face. This is obvious how I’m telling you I can buy your house or where you’re going to sell your property essays for cash. more of an obvious approach. Okay,
make it stupid simple. Is it fair to say like stop trying to be too creative? You dumb it dumb it down a little bit? Because a lot of times people would say like just say hey, sell your house fast out. Versus like trying to be all creative and come up with copy. I find myself guilty of doing that all the time.
Yeah, and you know, what the coming up with copy and being all creative, works amazing for b2b for b2b which is a business to business at all right? If you’re if you are a coach, if you are selling course, if you are hiring for for all their agents to come and join you something, whatever that is, it’s good to be creative. But for like things like days where you’re going b2c or right, where you’re actually targeting, you know, regular people, they need to make sure that you know, it was straight to the point where giving them exactly what they were offering. And and they want to they just want to like read through it and like Exactly. You want to make sure that it is exactly what well, what they want to read is exactly Actually what they what they are intending to get at the end, it’s not it’s not too much of a creative ad copy or storytelling that you that you can that you can get. Right? It’s, um, it’s, it’s, it’s a way, it’s a way that we have to learn our ways to, to target homeowners this way, right? being stupid, simple and super straight to the point. All right.
Make sense?
Any other tips that you have here, you mentioned some stuff about speed to lead, you guys should know that already. You know, speed to lead, you gotta follow up with the lead ASAP. Like that’s, you know, common sense in real estate, especially for an opt in, you guys should know that if you don’t go back to the basics. Yeah,
100%. But let’s do let’s do a, let’s do a an exercise. So, for example, someone just came in from a Facebook ad or a Google ad, right? Now, this person, first of all, does not have your phone number as a contact, because you didn’t call call them or wasn’t not your referral or just didn’t have your numbers contact. So you want to try to call them right away within five minutes within seconds. And they may not have that you saved in a contact. So there’s smartphones, maybe are equipped to filter the first phone call, right? So what you want to do, and this is a technique that I use is as as carriers and smartphones get smarter with filtering calls, do you want to do double that double tap, triple tap four, quadruple tap in order to get this people on the phone. So if someone doesn’t have your phone number, right, but you know, they’ve, they’ve given you some sort of intention to get an offer, you’re going to double tap, triple tap, quadruple tap them, and you will get them on the phone while giving you the permission to give them a call or to text them or to get, you know, get a hold of them. So your job is to do whatever it takes in order to do that. And there’s a lot of people that are against against that. But hey, this is not a harassment approach. It is a you are needing help, I am making sure that use my customer service super skills to get a hold of you. And you know, and being able to solve this problem. So having an approach where you call these people on the phone 234 times is huge, but also having a CRM that automatically within minutes or one minute or, or 30 seconds, text them to up to spark a conversation. Now why is that important? Again, Google PPC, it would be a competition, right? Now, they probably are going to the first one second 1/3 one. But if you texted them within 30 seconds, they’re going to be like, wow, this guy’s on top of his stuff, or this woman is stepping on top of his stuff, right? So you’re gonna set up a CRM, right? That it has automated follow up, and can potentially go into a drip until you get this person to spark a conversation, these messages that you’re doing, that you’re sending are going to spark a conversation rather than being yes or no. Okay. And also, we can also set up emails with the same thing more formal, more like educational for sure, that continuous drip, that is going to be very huge for inbound leads in order to get them on the phone. And this guy’s with this same approach we are achieving without even touching. Or let’s say it’s Sunday night, and someone came in, we are achieving is 60 to 70% reply rate, which means that 60 or 70% of the people will reply to this automations right. Now, once you start calling them back, of course that you know that reply rate or or callback rate will increase. But you also got to understand that some people are not going to be available for you or you’re not going to be the priority of them. Until you get them on the phone and you explain to them who they who you are and what you can do for them. So always follow up and have the mentality the mindset of if I don’t get them on the phone, if I haven’t spoken with this person, it’s still still I cannot still say I cannot say that it’s a bad lead. It is it is going to be about lead after you have a conversation. And you figure out that he was badly not before you. Conversation
reima I’m sharing right now. So here’s like a good example. This happened to me this weekend. So this was a word I opt into this. Oh, okay. So a friend of mine recommended this group for dads on Facebook and it’s called the dad code club. And I’m like, Oh, that sounds interesting. And it’s just about like dads like this. It’s Same concept you guys, but you know, this is just more socially, oh, it’s for busy dads that are entrepreneurs. I mean, this might be cool way to blow off some steam. So I end up joining the Facebook group. But immediately upon joining the Facebook group, yeah, I got the email, but I also got the text and to be honest with you, I forgot I opted in for the Facebook group until he started sending me the taxes. And that were automated, obviously. And he’s just he sent one, two, I’ve gotten three in three days to the same day and then one the next day. So since day three here, and he just says like, Hey, I just want to make sure that you got into the Facebook group, and you got it all in there. Like I forgot I was even in the Facebook group, I forgot to add it into the Facebook group. And it was only a matter of minutes, because I’ll sit on the couch like hanging out watching TV bubble I opted in and like oh, yeah, okay, now I answer these questions. I’m like, Oh, I guess I’ll see that group when they approve me to be a member. And I didn’t even what got me to go look at the group for the first time was the text message. I’m like, oh, I’ll see if I’m approved yet. Then I went into the group. And now I’m engaging in there. That little touch was very important. That’s what he’s saying here is like you got to engage the lead to start the conversation, because without the conversation, you can never start building the trust. And if you can’t start building the trust, they’re gonna forget how many times they who they opted in within with what, boom, right off the bat, because they’re in their minds already elsewhere. So that’s a perfect example. Yeah, absolutely. Well put, dude. Well, well put any other final thoughts you want to mention? And then we’ll go ahead and give you the floor if people want to reach out to you guys see some of the content you have on your site?
Absolutely. Hey, you know what? If you know if right now, if you guys are looking to get into inbound motivated sellers, I suggest that you guys started with Facebook. And then later on Google, whenever you guys have an ROI from Facebook, Google is always going to be a higher intent. But Facebook gets the results as well and gets those contracts going. Okay. We we take care of that for real estate agents or real estate investors and real estate agents or hybrid. Okay, we take care of that. And yeah, as a matter of fact, we also help real estate agents that are only looking for buyers and regular sellers without having to do the motivated seller approach. Right. Same thing, book appointments or do live transfers with this individuals because we will be helping with the follow up, right, that follow up that I just told you guys, that continues for like two months. Our team Call Center does that. Okay, so that’s huge. And I recommend you that you guys leverage video on on Facebook and Instagram, you guys are going to leverage video right now right there, you’re building reports on the video, little video that you guys created. Right weight right there. It’s a it’s a it’s a mindset thing. You’ve you make them seen your face, you make them seem that it’s a it’s a human thing. And right away, when you get when they get the person on the phone. When you get the person on the phone, they will have more of a familiar approach. All right, and this happens with a with a client of mine that is in Jacksonville, Florida. He sends me videos like every two three weeks new videos, we put them there we chop them pieces, and like he’s well known in Jacksonville. And now every single time that and ever since we started just only running videos, right every single time they were running a lead and and a lead generation, lead generation and conversion campaign. People will be like, Yeah, I saw you in the video. I’ve seen two three times. And now I’m actually just, you know, looking to sell my property. Let’s get this going. And we even tested you do that too. And even more people said, hey, yeah, so I’ve been seeing you for a while on Facebook. Now I’m in YouTube. I’m happy working with you. So that that is a great way.
All right. If there’s someone who sees their agent ever, like wow, this guy could probably do a really good job of marketing my house if he could do half as good jobs, how he markets his business. So it’s a lot of positioning. Mr. Vaughn once you go tell everybody where your guys’s websites at and how they can reach you.
Absolutely. So our website, type in Google have the intention to search it and www dot Hessel media.com h es el media calm. But the way that you guys are going to be able to reach me is Mike is going to definitely going to give you guys a link where you can have a direct booking where I will have you will have my calendar, right or my team’s calendar where you guys can come and talk to me directly and see if there’s anything that we can, you know, give each other value right that we can help right here. So I love to get on a call with with any of you that is listening here. Love to really explain to you how we’re doing things and maybe hopefully, work together. I expect that you will see that calendar in in Mike’s Mike’s description area.
You guys could click on the show notes for the website at real estate marketing dude calm if you want to get his calendar and explore it a little bit further But folks, we appreciate you listening to another episode of the real estate marketing dude, podcast a lot of stuff we talked about today as a lot of this is brand new a lot of this is conversion. If you need help with any of that, whether it’s doing your videos, contact real estate marketing dude or it’s developing your listing strategy that gives you the multiple options to convert some of these seller leads, then visit listing advocate com either way, we’re all about doing things differently through marketing and branding that brings value out and most importantly if you notice what he said at the very end of this conversation, was that people want to get an idea to know who you are before they call you and who they’re about to do business with. And that’s exactly what video does for your business. it humanizes your brand makes you more approachable and personalizes the communication without you actually having to be there. That’s why we do video so you know where to find us if need be. Feel free to visit us real estate marketing do calm and connect with us on social please guys and keep leaving those reviews. We love reading them. Thanks so much for listening another episode of the Marketing dude podcast. We’ll see you guys on next week’s episode as demand. Appreciate you do it show and thanks for all the nuggets. I love being here. Thank you. Thank you, sir. Go listen to some of those nuggets. He dropped a lot. I have a page full of notes. I’ll be adapted into my own ads if you haven’t realized I was asking them certain questions for a reason. So go listen back. Trust me. There’s a lot of nuggets in that. Great job dude. I’ll see you later. And thanks, folks for listening to the 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 calm. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.
If you are constantly selling your business then your friends are going to stop asking you out to dinner or to hang out on weekends. So, how then do you stay top of mind and build your brand while still keeping your friends? The answer is through consistent content creation, relationship marketing, and referral marketing.
Sarah Cripe and Sophia Meyers are the creators of Connect Social Pop, a service that takes the brain damage out of your real estate marketing. This includes daily social media posts, pop-by’s, and website building.
Listen to this week’s episode to gain insight branding and consistent communication to the same audience over time through multiple channels.
Three Things You’ll Learn in This Episode
The 20/80 rule.
Where to start with your social media.
What kind of hashtags you should be using.
Connect with Sarah Cripe & Sophia Meyers
Learn more about Sarah and Sophia and their business Connect Social Pop at ConnectSocialPop.com to continue the conversation.
So how do you attract new business? You constantly don’t have to chase it. Hi, I’m Mike Cuevas in 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. We’re going to be chatting today about sort of staying on top of mind building your brand through consistent content creation, relationship marketing, referral marketing, anything from pop buys, to remain a consistent presence on social media we’re really talking about today is how the fuck do you stay in front of everybody without always having to like hit him over the head with your lockbox? Because you can’t always be selling your business. If you’re always selling your stuff, your friends are gonna stop asking to go out to dinner, or hang out on the weekends. But that doesn’t mean you stop communicating with them. So what we’re really chatting about today is branding and consistent communication to the same audience over time through multiple channels. And that’s what we really want to focus on today. So I get an email from these two chicks called from Connect social pop, and this is what they do for a living, and they’re gonna share a lot of their tips with us today. And we’re gonna go through sort of how you do that, because I get asked all the time, the answer is no, you don’t need to always be talking about real estate. You should in some cases, but not all the time, because people are gonna tune you out no differently than the way your financial planner doesn’t need to talk to you about IRS stuff. tune them out. So it’s exact same concept. So without further ado, let’s go ahead and introduce our guests. We have Mrs. Sarah or is it miss Sarah Cripe? And Sophia Meyers. Want you guys whoever goes first. So introduce yourself and tell us a little bit about who the fuck you guys are?
Hi, I am Sarah Cripe. And my partner over here is Sophia Meyers. And we created Connect social pop to help real estate agents stay top of mind without all the brain damage that comes with it. You know, we just saw that all these agents are coming in and they’re like, No, I’m gonna kick ass take names. And then they’re like, Oh, I forgot I have to be a marketing department, I have to be a counselor, I have to be all, you know, wear all the hats. So we created this to help them take one of those hats off and make it simple. Because you need it, you need it, you can’t do all the things. Nice, Sarah, or Sophia. I mean,
hello. The other s the other s on here. Sophia, I’ve loved doing this has been a really fun project. You know, we’ve been working with agents for a couple years, what we found is, I mean, I don’t even know how these agents can take their kids to school or take a shower in the same day sometimes, nonstop. Go, go go. So it’s just a really fun and easy way to keep on top of your branding. I can’t imagine doing all these listings or all these showings and then have to come home and think of a caption to put on something to talk about, you know, something with real estate or something non real estate related, maybe a way to connect with your audience that’s maybe just a national holiday or, or a way to reach out to them. So we want to find a really fun and simple solution that wasn’t just a virtual is just social media, but also was Popeye. So you’re actually going in person and seeing people you also have an online presence where you have a website where people have all of your information on there on these websites as well. I mean, they’re they’re really fascinating, you have the option to connect to the MLS system if you want, you don’t have to. But since MLS is it allows people to save searches on your website allows you to see and track what your clients are doing maybe what types of homes that they’re saving, or whatever they’re doing. So we like to kind of create multiple ways of people find you both online in person on social media, kind of, as you said, hit them over the head in different ways. But find I’m actually one of things that we love in all of your episodes is you share about how it’s it’s the realtors job to be remembered. And so our job is to help make that easier and to make a little bit simpler.
Well, most realtors will just were the guys that are new you are people instantly start sending a bunch of content messages farming under prospecting a bunch of strangers. But what we’re going to chat about today is why you should really be farming your relationships over people you don’t know. Main reason for that is because people that you don’t know can’t refer you business. That’d be like me sending you to a hotel I’ve never visited before or restaurant I’ve never experienced before. And that’s just called shady. So how can you market your business to a bunch of strangers because the truth is, is that over 80% of business comes from people we already know in life. Not from a website not from Zillow, not from lead generation that comes from the people, relationships we have. So you guys really just perfected like, Hey, I just stay in front of people and keep reminding them because biggest question we get is and you guys know this if you’re on the treadmill, like how many people in the last three months? Did you log on to Facebook and they bought or sold without you? You’re like what the fuck well It’s not their problem. What’s not their problem? Remember what you do for a living is your job to remind them to. So let’s get into our social first. So social media, what type of content should agents be posting? And why? Because I thought you should post just listen to just old posts.
Hell no, hell no. So what you’re going to want to do with any sort of social media is like you said before, it cannot be all real estate oriented people get bored people get pissy they just start ignoring you. So we always use that 2080 rule. 20% is only about business. 80% is all the other fun stuff get to know you personally. I mean, you don’t have to put all the personal stuff on there, of course, but just to engage interest. Sophia is a great way to talk about the top three things that you should be pointing out on social media or categories. Sophia, let you take it. Yeah, absolutely.
Sometimes when we start looking at our social media platforms, we get a little overwhelmed, like, Where do I even start? Do I want to market updates do I want How do I want to be as a real estate agent on here. And so what we always suggest is narrowing it down to three things. If you’d like to do DIY, or you like to do neighborhood spotlights, whatever that is, pick three things to focus on, let that be kind of what you’re taking it and roll with it. And it makes it simpler for you and makes it simpler for your audience. And then you’re also gonna get people who want to come back to your page to follow you over the things that you already talking about. They know that you’re always doing, you know, chore spotlights, then they’re gonna want to come back and say, Hey, what’s new in the neighborhood, what’s going on what I want to learn about it. And then another really important feature, which is why we love what you do so much with with the real estate marketing dude, and do that is that want to see you on their videos are in a constant uptrend right now. And the only way to do that is by recording yourself by having someone record you and putting yourself out there and saying, Hey, this is who I am, I’m fun and funky. And this is what we’re all about. So it’s kind of a combination between those two. And you still do want to look like an expert in your field, you know, so we do have some posts on there that are real estate specific that’s maybe about closing or some just mentioning facts that you don’t know, because you want to be an expert in your field, you can always take them those and pull them and make them your own. But always those those three topics are always a nice place to start.
So let’s put it in context. Three different things. I could tell you guys from like video, what those can be. Just to give you some examples. Maybe it’s a I like the businesses, that’s a that’s a always a good one. It gets a lot of shares on social, but I like neighborhood spotlights too. I like case studies, I like stories of people you serve versus the houses you sold. But that makes a lot of sense. A lot of people overthink the content creation. And we do like all kinds of videos. But people do usually gravitate towards three or four different types of types of videos based upon their strategy. So that’s actually that’s right on. What do you guys think? And here’s the thing with video, you mentioned something important. You can’t like people Oh, I just posted a video like I hate when agents do listing videos, but they’re not in the damn video so much. You just branded the damn house, you forgot to brand yourself and no one noticed your small little logo on the bottom. So talk to me about that. And the importance of being in the video.
Absolutely. Well, everything marketing, when people talk about marketing, what is marketing? It’s marketing yourself. How do you do that? to get people to like you? How are they going to like you if they don’t see your face and your mannerisms and how you talk? You know, there’s I grew up in North Dakota. So after I have usually a couple drinks, that accent comes out real thick, but anybody else that’s in the area that hears that that knows that? Or like, Are you from the Midwest, and all of a sudden, boom, there’s a connection. Whether they’re an industry or not, I mean, they want to connect with you. So that is why video is so important and putting your face on things. It draws people in it makes them build trust, which that’s marketing. Yeah,
yeah. Yeah, but what do you say when they’re like, Oh, well, I don’t like the way I look. My I’m ugly. I’m fat. My face is made for radio. Like, if you have a client and like, do you just like go in your hop in your house? Like the client shows up? He’s got a million bucks to spend and then you don’t get out your fucking car because you think you’re too fat? Right?
Yeah, that’s exactly, they’re still gonna see you at some point, they’re not gonna, you’re not gonna be able to do the entire transaction without them. See, you know, so it might as well go out there and have a lot of fun doing it. You know,
let’s actually flip the script. I would rather what do you think this is people off the board who you really are, or when you show up and your glamor shots on the website, or the business card that they had, and they don’t know what the fuck that is like, Who the fuck is this check? Like, dude, I didn’t hire that fucker. Like, Who the fuck is that? People like what the hell is going on? Right? So like, if you’re an agent with a headshot from 10 years ago, like you are that person, like, people in content creation is just more impactful. And you’re just talking about different ways like Facebook started out with just text, then it went to images. Now it’s in video and all the platforms are there just because the way we communicate online has changed video still the most impactful? That’s why it works. It’s the one that people remember the most. A video is more effective than
a text. Absolutely. It’s building trust, you’re looking good. And you know whether you think you’re ugly or not, it doesn’t matter. I mean, you are the face of your business. Especially in real estate, I mean, and think about where you connect with people. Do you want to work with an agent that’s always dressed in a suit and tie? Like, is that the person? Because some people yes. Or do you want to meet with somebody in a blazer or in a T shirt with cowboy boots, you know, it doesn’t matter who you are or where you’re at, you’re going to connect with the same people that you should be working with anyway, if you prefer some, some gal that rides a horse with a T shirt and cowboy boots on, and then you’re looking at a real estate agent that has a suit and tie, probably not the best fit, or somebody that’s dropping the F bomb and that offends you probably not a good fit. It’s all about that. So it’s a little bit of a pre scan to see who you are lining up with in business. Yeah, totally. Go ahead. I’m sorry, Sophia.
I just algorithm wise right now to video is being asked of us right now. Video is so big right now. So there’s an agent who hasn’t done video. I mean, there is not a better time right now than to do because the algorithm is literally rewarding. Those who are willing to go out there putting themselves out there and put themselves on video. Every platform wants it right now. It’s it’s dire.
So I do encourage it. I mean, I can. There’s so many people that are still scared to do it. It’s crazy. Like we have some people that aren’t good on video, when they start they get better as they go like anyone else. But they’re like little celebrities in their markets. And it’s not like the contents even that good. Like, here’s what it comes down to the other day, it’s differentiation. So you’re there on video, you’re not if there’s two people standing next to each other to agents, if you’re watching video, I’m holding my hands up. This agent has a YouTube channel with like 30 videos on it. And this agent has no YouTube channel, no videos, or this agent has a website with a lot of content on it or this agent fired the brokers or this agent has a anything online about them. And this he can’t find in every case, the person who doesn’t know you is going to hire the one that’s more accessible. Absolutely, absolutely. Then what why is it so hard for people to like start creating content like I tell them this is the new form of marketing, lead generation prospecting, that shuts out the window, your boy, Zillow stone, you guys under the bus. And what they’re really doing is they’re like, they’re going to turn into referral model their brokerage. So they’re going to be your competitor, they always have been your competitor, just a lot of people have not been able to build their own business. And they had to rely on somebody else, which is nothing more than a hand House of Cards waiting to fall and fail. So where’s business come from? people, you know, your own brand?
Yeah, absolutely. And that’s why we wanted to provide something where when you start hitting record, you’re like, oh, what, what do I even talk about, I don’t know what people want da da da da da, we provide we perform, or give you a platform, where we give you the ideas, you can brand it if you want you can put your picture on there. Or you can look at it and say oh, people don’t know what the word escrow means. You know what, I’m going to do a one minute video and I’m going to break down what the word escrow means. You know, just little things like that. It’s such a, it’s such a nice way to get your mind going. Because when you’re in this industry, and you talk to real estate agents and lenders all damn day long, you know, you take for granted what we know. A lot of people don’t know what escrow means, you know, like, make up
stories. Mortgage brokers are horrible at that, like they touch on their social media profiles, like the general consumer understands what underwriting means. Like, Oh, I got a CTC. What the fuck does that mean? I was like, How am I supposed to know that if I never bought a house, people do that all the time. So you have to dumb down your communication. And it’s more in the form of story, guys. Let’s get into this hashtag thing. People on on it like what kind of hashtags should we be using?
Yeah, so you know, hashtags are just phenomenal. It’s one of the top ways to be found, especially on Instagram, but also on Twitter on Facebook now is really capable of it. And you look at a couple different things. If you don’t have your own hashtag as an agent, get one today, start one today, share it with all your friends, share it with your clients, we have a fantastic actually agent group that works with Military Appreciation. So they have their own hashtag for Military Appreciation. And everywhere you go, you click on that story, you see all these beautiful military stories, what they’ve helped everyone on their team who’s helped. So it’s a great way to continue to market yourself and put yourself out there. Some other hashtags you should be taking a look at. If you are connected with your brokerage definitely use your brokerage hashtag on there, people find you that way. But I see the most successful one when it’s going to come to agents and hashtagging. It’s gonna be geo modified hashtags. So that’s going to be based off of your location. So instead of doing hashtag real estate agent, do hashtag Chicago real estate agent, do hashtag your zip code, do the school district. If there’s a really big popular street, do that street on there, do things where people are gonna find you and you’re gonna be more in your niche or the area that you want to farm in. That’s really what you want to look for. You can do that in stories. You can drag reels and videos on your posts, you can do them anywhere. It’s kind of it’s what’s so funny is you always your location location with real estate. That’s the same way on social media, those locations and start farming your areas of where you’re most known for. Especially if you are doing some those videos on tips or sharing about neighborhood spotlights. You want people to be able to Find you easily?
And how much what’s the cadence? Like? How often should I have to post? That’s question we always get, isn’t it? what’s what’s just too much, which is not enough? How many people actually see your content, walking through algorithm and how that all works?
Absolutely, absolutely. And we have a little bit of a different philosophy here with Connect social pop. And we do believe so I can give you all the great statistics on you need to post every day and you post on your story 10 times a day, and you do all these different things. But at the end of the day, what we found to be most successful is consistency. So if consistency for you is three times a week, do it three times a week, if consistency for us every morning, do it every morning, all these social media platforms, what they want more than you posting is your consistency. And if they start playing the pattern in the rhythm that you’re doing, they’re going to reward you at those times when you’re posting. So whatever that is, get a routine down for yourself and your calendar and just get that routine going. So that’s what they really want to see is consistency.
Is there any penalty with pre scheduling posts? For someone that doesn’t have time? Should they schedule posts? Is that a good idea? And how do you go about doing that?
Yeah, great question. You know, we, every which direction we’ve seen people who’ve done really well with it, we’ve seen people who haven’t done as well, on those on those realms. And what we’ve seen most importantly, is that all these platforms are very selfish, they want you all to themselves. So if you are posting on Instagram, and then you’re sharing to Facebook, they don’t love that as much, they want you to go on that platform and post directly, you’re gonna get a little bit better on there. But we’ve also seen some great stuff with scheduling, we do use Canva for a lot of our templates, and on Canva, they have a scheduling app on there, we can go ahead and schedule all your posts for the month. We haven’t seen a huge hit on them. But more importantly, it’s following up on those posts. So once that post gets scheduled out and you have someone commenting, I go back and comment on those posts, even if that’s a day later, that’s still great for the algorithm. Make sure going in your in your being a part of the community all of these platforms want to create a like minded community with whatever community that you’re creating. So if you’re going back on there and your your, you know, loving people stuff that they comment and giving a funny silly comment back or doing a fun gift back. That’s what they want to see they want to get you’re interacting with their community and building up their platform.
What about like third party posting tools? A lot of people like to take shortcuts and use like a third party that could hit all of them in one for us. Is that a good idea?
Typically, no, no. You do it to save time? Absolutely. Is it going to be a huge hurt to your platform? We don’t see it to be anything completely major catastrophic. But is it recommended to do individual posting? Yes, definitely.
Yes. Nice. Um, let me talk let’s get offline a little bit. Yeah, cuz you guys also do this thing with Popeye’s, it’s pretty cool. And, like people, you can’t just be on social like social is part of the equation. So like, our whole thing is our thing is multiple channels be aware all the time. So like we’ll run people’s ads on social will run with the videos will do if they want us to. So run the ads, but that social media is just one platform. We also have to we run that we video, email their videos to their database. So they’re hitting them through email. And then we also like direct mailing their database once a month, so that we’re hitting through print as well. Walk me through the omnipresence importance, so that people like get this because it’s not like, yes, you could have a really good career on social but like Facebook users are going down like I know, I’m not on it as much as I used to be. And that’s, that’s not like, you see the engagements weighed down on Facebook. Four years ago, I used to get 5000 views in organic video. Now I get if I get like 400 or 500, I’m a great, you know, and we create a lot of content, but the whole overall reach has gone down. I think people are moving more to either IGA or tik tok or some of these other channels. And for whatever reason people are pissed off at Facebook for many reasons, but the, you know, what, where’s it going? Because it’s not just about social, like, you can’t just do Facebook. So let’s walk through the multitude of everything here is his take on that?
Absolutely. You know, we get asked that question all the time. What’s the best form of marketing? It’s constant? That’s the biggest thing? And really the shitty answer is all of it. Because everybody’s going to respond differently to every type of marketing. So yeah, you can you can be on social media and be amazing at and post consistently, you know, all the all using the perfect hashtags. That’s cool. But hey, guess what my mom isn’t on that my dad isn’t on that. You know, my kids make fun of me because I still have a Facebook page. You know, not that anybody’s telling my 16 year old house or anything but you know, this is where or this is where the new generation is going. So I think what a lot of people really miss out on is kind of the old school methods of Hey, you need to send something in the mail. When you meet with somebody or talk to somebody you’re going to need to send a thank you card you’re going to need to do that sort of thing. You know you’re right you need to spend send something out in the mail once a month. I’m email a couple times a month I’m posting daily, all that other shit. But what we really really love and people have a great time with are these pot buyers. So if you’re not familiar with the Popeye is just like a monthly little inexpensive gift with a fun tag that you drop off at people’s houses at their work. Just to let them know, like, Hey, I’m thinking about you, you’re still one of my a clients if you will. And it reminds them like, Oh shit, like this person actually showed up at my job to drop off like a little fun thing for me to have. And I’m at the top of their list. So that’s gonna make them remember them, of course and refer the shit out of them.
Yeah, and it’s physical. Right? It is. So you can’t people like think about how we communicate you guys. It’s like I was taught direct mail still my number one I love direct mail because you know 100% receivership right? The problem is it’s expensive. We’re a social doesn’t cost you anything, just to post on your Facebook page or whatever. But direct mail Well, you got to pick print if you’re if you’re going to use it. But it’ll also be the smallest list or audience that you’ll ever broadcast to or send content to. But don’t forget the inner changeability of it. Like everyone gets it, you can’t say that not everyone can see your post, everyone get your email, and everyone’s gonna see any bit of communication, you outbound, besides direct mail, and whether they throw your Popeye in the trash or to see packet, wherever the hell it is, or flat from Fourth of July, they still took acknowledgement of your existence. And that’s very powerful for branding.
Absolutely, and you know what they’re seeing your face. And that’s when you get to kind of BS with people, even if you’re just be bopping by their work or their house. And what we see a lot are the clients that receive these is they’re going, Oh, my God, my agent just stopped by and dropped off this cute root beer float packet, or whatever it might be. And they’re like, oh, my god, they’re posting that on social media. They’re tagging their agent, they’re tagging all this stuff, which is fantastic. So that helps the agent in a bazillion different ways. Because if somebody asked that person, hey, who do I use? I’m looking at selling my house, it’s worth a bazillion dollars. They’re gonna say, Oh, my God, I have the best agent, they keep in contact with me every month. And I actually see their face or they have an assistant drop by whatever. And they’ve thought of me every single month. And you know, that is something I’m when people are talking about. Well, yeah, well, how often like quarterly? Or do I send something out like a pie at Thanksgiving? Yeah, you can do that. But again, consistency, if you’re hitting these people every single month, I mean, that speaks volumes and people remember, and then they’re keeping the little funny tags. And you know, that’s one thing we do with Connect social pop, is we provide you with a tag every single month, we come up with what your pot buyers, we come up with the saying we have links to Amazon to buy the actual products, we have cheap products, we have expensive products, you know, it just depends on what you want your budget to be. And you don’t have to go crazy. Some people think, Oh, God, I have to get a plant and a planter and all this shit. And you do not have to, like you said, you can drop by a seed packet, like planting a seed, blah, blah, blah and coffee or some stupid thing to say, but hey, you did it, you actually stop by and you’re right. It’s not even about the gift or the little, you know, gift that you’re giving them. It’s nothing about that. Same with social media. Same with direct mail, it really doesn’t totally matter what you’re saying. You have to be out there.
So are you going to lady’s married? We’re both married. Okay, so when your husband what would you rather have split into different ways get out of real estate? What would you rather have a letter a note on the kitchen counter before your husband leaves letting you know about a special night he planned out for you thought signed by him in a surprise, TBD? Or would you rather have a new vacuum cleaner all day? Even if not, I mean, vacuum cleaners get a better gift. It could be a frickin necklace. It could be a ring. Sometimes it’s the thought that counts that people really care. So it’s not the cost of the gift. Right? You know, you don’t have to buy someone a frickin $500 purse to get their appreciation. You just need to make her show show that you care.
It’s you know, that’s so true. I’m glad you bring that up. This morning. I went outside and I’m watering the flowers and I go to the big flower beds and I’m watering them and I looked down I see two little garden gnomes that were not there yesterday. And they’re naked garden gnomes like laying there and the boobs are out and the penises out I’m like, oh like what and my husband bought them online and just put them in my little flower garden and didn’t say a word. And so I just kind of came across him I’m like, Oh, look at that he thought of me. But that’s the same theme reality as what a pot buyers they thought of me. Most
agents like don’t keep it it’s like 80% of homebuyers forget their agents name and like six months. And I we try to tell people every day is you don’t you sell someone a house. Congratulations. Like you spike the football when you sell them the third house or generate your 10th referral from that same client. That’s when you spike the football not after you get paid your measly $5,000 because each relationship should be valued at a minimum of 25 to $30,000. Because average personal by three to five houses over the course of their lifetime. NET doesn’t take into account how many people that can refer you to. So you don’t need a large audience either. So people are most surprised when They really start just firing me in their database with content, which is what we’re talking about through multiple channels, because every single one of them have the ability to offer you a deal. The mindset shift that agents have, they go like this, oh, well, that person lives 45 minutes away from me. So I’m not going to, I’m not going to market them, or stay in front of them. That’s so short sighted that person has family and friends in your market, you don’t market and stay in front of your peeps, for their direct business. It’s nice when you get it, you do it for their fucking referrals. And then you get their direct business as a byproduct of that. If you switch your mindset, and you start marketing for referrals, it’s different. You stop thinking about what you’re sending. And when you start, think about why you’re sending it because it’s all about Hey, help send me business, you have to become more referral. How do you answer agents? I’m not a brand. I’m a fucking person. I’m not a brand. How do I can’t market myself? That’s annoying. That’s what everyone says.
When they start saying shit like that, you know, we start. Everybody has something special about them. I don’t mean to be generic over here. But really, I mean, when when you start digging down and saying, Oh, you were in the military, or Oh, you were a single mom that was doing it all yourself for years, blah, blah, blah, blah, blah, every life experience that you went through is a different way to market yourself. Do you want to be the divorce attorney or the divorce real estate agent? Shit, maybe you don’t have to be but you could be, you know, it’s all these different little niches that you can get into that people don’t realize, like, Oh, I play softball, or I do baseball every Thursday afternoon, or whatever it might be. Guess what, those are all niches of categories that you can totally market to.
We had a guy’s branding his strategy yesterday for video strategy. And he’s probably on the show. So hope you don’t mind me giving this example. But it’s it’s clearly explicitly stated, I can use you as an example anytime I want. But so excuse me, um, so he’s in the golf. Okay, he’s in the golf. That’s what he does. He’s in Winston Salem area. And we’ve come up with a video show. So I like to build a show for people in the show becomes an excuse to tell people what the fuck they do for a living. But they have to do it in their way. So I know he’s on the golf. Right. I also knows that he raises funds, fundraisers, he raises, he helps people who are less fortunate. So he’s a good guy. I also know that he shares a story about how he used to be an alcoholic, and he came over it. Every single one of those are represented by one word, it was called drive, the name of his market, the geographic areas called triage. So we ended up coming up with a show called driving triage. And now he could talk about the three things like you mentioned, in the street, things are going to be golf tours, because that’s what he likes to do where else business comes from. fundraiser activities, who drives fundraiser drives, and then the community because it’s very spread out. So there’s a drive to each a different location. And the tree has three different cities. So we already have his branding strategy. The point being is that he’ll never run out of things to say, but each time he’ll be saying it in his way. Because he’s created an excuse and a strategy to go out there and remind people of his story of who he is. And best part of it, he’s excited about doing it. So you have to know you have to dial in your brand. And know how you communicate because you can’t just check a box off it right. You can’t just be like, Oh, you can’t borrow someone else’s. What’s the most agents do with their brokerage? That’s why it falls on deaf ears. So how does someone identify what should I talk about? Well, yeah, I’m a mom. I’m a dad. I’m a dude. What do you what do you pick? You know, that’s part is part people have when we meet with them, it’s the same thing. So how do you guys overcome that?
Yeah, so it’s really digging down? What do you like? Like, I can look down and say, What do I like to do? Well, I like to drink a lot of wine. Okay, and this isn’t like, Oh, I’m a housewife. And I drink wine to cool down at the end of the night. Like, I love wine. What do I eat with wine? What do I do? You know, it’s I cook with wine. Usually, you know, I’m drinking it. I’m pouring it in, as I’m, you know, doing all that stuff. So it’s what are your interests? What do you like to do? What did you want to be when you were growing up? Where did you excel in high school? You know, there’s all these other things of what are your interests? What do you like to move? You know, you can dig
that. Let’s take the one thing. Let’s give some examples. So let’s do one thing. So here could be something like content post. Maybe. Maybe if you like wine, you have two bottles of wine in your post, and one is a Boxed Wine. And then one is a $40 bottle. Well, selling your house with a flat fee brokerage is like drinking this Boxed Wine. And the other ones. Yeah, I mean, I could use wine as a comparison. Yep. Well, yeah. Like there’s so many different ways people that you guys can go ahead and do it, but she’s right. You pick your interest, and just create content around it because it’s just an analogy.
Right and to make it fun, like you said, Like you shouldn’t hate what you’re doing or like, oh, should I have to do another post? Or, oh, I have to think of something new or whatever it might be like you should have, I don’t know some personality about it.
Yeah, you have to otherwise it just doesn’t work. You can’t create content to check a box, you have to create content that creates impact. And that people actually like will respond to, that’s why no one ever noticed when people post just listed just sold, it’s like the only people commenting or like the mortgage broker trying to get their business. The title rep wants them to close up their office, and then the ESP broker was trying to recruit them. Oh, yeah, the other burger trying to recruit them. It’s never it never fails. Well, that’s because you’re creating, you’re only speaking to those people.
Yeah, yeah. And, you know, the only contrary to that is if they are doing the videos, if they’re doing all the things that we’ve all suggested here today. And they do it just listed or just sold. And then they have a ton of people commenting and stuff like that, because they’ve built their brand on not just generic stuff on not just video and not just one thing or the other. They’ve hit them from every angle from showing up at their work and dropping by a Popeye, to direct mail, to social media to doing all that stuff. That’s when all of the engagement happens when you’re doing it right doing all the things.
What if you’re like a mom, and instead of like going in front of a whiteboard and telling me about closing costs, why don’t you teach your kid about closing costs and dumb it down so much that even he understands. And at the end of the day, you could be like, see, that was so simple, even a five year old can understand it. If you really want a simpler way of doing real estate, why don’t you reach out to me, and I’ll make it easy on you something like that. Like it just you could sell your stuff. As long as you do it through your authentic voice and your brand. No one will care. Right? It’s when they feel like you’re gonna use car salesmen like personality type attitude and your slick suit. that people are like, Oh, that’s sort of gross.
Right, right. And, you know, you can put the different spins on it. Like, you know, we always talk about, oh, what does escrow mean? So we have a client right now, and she’s bilingual. So she speaks English in Spanish. So we were having a meeting with her and I said, Well, how do you say escrow in Spanish? She goes, escrow?
I was like, well, that could be a video. Today, I’m gonna teach you how to say Oscar in Spanish due to escrow? rolling. That’s funny. That could be it. That’s the video right there.
And that, and that is one of her three things is she’s a bilingual real estate agent. So that’s awesome. And that’s how it niches down a little bit.
Totally, she could just really go through real estate terminology, English and espanol. Like any other closing thoughts, you guys want to mention that we cover it all? Anything else that you think that our users or listeners can benefit from here?
Well, you know, we’ve covered social media. And then we’ve covered pop buys, and direct mail and all that other stuff. Sophia, do you want to talk about the importance, the importance of a website? Yeah, sure.
Let’s, let’s talk a little bit about that. And, and like, I think you touched on it earlier, too, if you’re looking at two different real estate agents appears like my two best, and one is looking way more fresh online and the other one, you’re probably going to go with one that’s more professional, I mean, a lot of these home buying. So this is some of the biggest, you know, events that are going on people’s lives you want some you can really, really trust. So having an online website, what we found is sometimes that agents will get a website, but it’s all do it yourself, and then they never end up building it right. Or you don’t want to learn the technology behind it. Because you have all these things you get to do for all these real estate homes, right. So these websites are really nice, it gets you more professional, it’s not just your social media platforms, it’s a whole new way to have, it’s almost like a little online resume. It’s all about you as your bio, it’s not from Zillow, or anywhere else. And as I said, we do, we can connect MLS services to it, which is fantastic. They update every three minutes. They’re amazing. But even more so than that, which I think works directly into all the different social media platforms that came in from all angles, is that we have a spot on there for testimonials. And this is not just to put your testimonials on there. But where you want them to review you do you want them to lead on Facebook or on your Google page or on your Zillow page or on your realtor.com page, wherever you want it. We’re going to keep asking for those testimonials over and over and over again, because we found number one, of course, the referral based business, but they want to see new referrals, they want to see fresh referrals, they want to see it regularly. And Google is also starting to index all of these testimonials as well. So we kind of have that main spot where it’s a quick link, you can send someone a quick link, they have access to every one of your review channels to make sure that you’re seeing at the top.
Yeah, no one goes to your website look for properties for sale. They do like they’re just stumbling there, but they’re not like, like, I don’t I just don’t get it. Like, I’m gonna go to Zillow for that, like, why are we gonna even try to compete against Zillow and that sounds like they just I mean, this is a multi billion dollar company like trust me, their UI and their website is very nice for a reason, because they state so you’re not going to compete against them where you will compete is through personal relationship. So I don’t think people need really need IDs on site. Some people prefer to use them and have some SEO advantages if you really know what you’re doing but overall, I don’t think it matters to be honest with you. I think it’s more important just to have your face on the site and video on it show demonstrating your likeable more than anything, I think.
Yeah, in a centralized place to no place all your social media Did you have all of your phone number and your most up to date email address on there. So you have just one spot online where you know that everything is going to be congruent with your entire brand.
So yeah, I agree. I think you have to have a website if you haven’t on any online presence, but you always have to link back to your site to we got so you guys are doing a visit my site like it’s your business card today. That’s exactly what we call it actually. It’s so funny. We’re in sync, it’s called ESP. I appreciate the tips today. I think you know if you guys have any more questions and or whatnot, what I’m going to do is let these ladies tell you how to find them. But I want you guys go ahead and do that.
Yeah, absolutely. You can find us all online Connect social pop calm exactly as it spelled, especially as it sounds. If you also want a free seven day trial, which is really cool. You can just type in the word dude, because obviously this is the best show ever to get your real word Do you get a free seven day trial to make sure it’s gonna work for you make sure it’s going to serve you serve your platforms. That’s the best way to find his next social pop calm.
Cool. Well, we appreciate you guys appreciate your insight. We appreciate you guys listening another episode of the real estate marketing dude podcast if you need any help creating and building your brand, specifically with video, let us script that and distribute your content for you. So only one way you really stand out as for your personal brand in this business because the truth is you guys are all selling the same fuckin MLS listings that everybody else has, the only thing that they remember versus you versus your competition is how you do business, not what you do. So that’s what we’d like to help you with. You can visit us at real estate marketing do.com real estate marketing dude, calm and ladies, we appreciate you guys. Thanks for coming on. And thank you for listening. Connect with us on social facebook youtube, I’ll eventually get my tik tok going but until then, find me on the main channels YouTube IGN Facebook and visit our website www dot real estate marketing dude.com we’ll see you guys next week’s episode. Have a good day. 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 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.
Time management is one of the largest setbacks when it comes to growing your real estate business. Knowing your limits and how to structure your days can make or break your success in both the short and long-term. Further, managing your time will begin to become a strength once you’ve honed in on your schedule and start to optimize your days. So, what have you done to protect yourself from falling victim to your schedule? What are some ways you can begin to take full advantage of your time?
Cory Rosier is the CEO of Sweet Assist, an all-in-one solution for brokerages to manage their agents better and grow their business. Cory is also the Vice President of Big Block Realty. Big Block Realty is California’s fastest growing brokerage with 1,100+ agents and has been recognized as one of fastest growing companies by the Inc. 500 for the past 4 years, most notably earning the #26 spot in 2016. Big Block is a 100% commission brokerage and focuses on creating an outstanding agent experience, which has led to their massive growth and success.
Listen to this week’s episode to gain insight from the strategies that top producers use to manage their time well, optimize their schedules, and ultimately perform more money making activities. It’s no secret that with rising competition and a scarce 2021 market, agents are experiencing commission compression and having a harder time closing deals. However, if you implement these strategies in your business you can respond to these changes and win in areas your competition isn’t even touching.
Three Things You’ll Learn in This Episode
Why time management is so important for agents
Managing your time can make or break your business, and is probably the most frustrating aspect to deal with. We’ll give you strategies that top agents use to close more deals and optimize their schedule.
How you can use ancillary services as another income
Commision compression is a real thing and agents are starting to look for other ways to supplement their home sale income. We’ll give you the best strategies for using ancillary services to improve your bottom line.
Importance of joining an agent focused brokerage
Your brand is by no means affiliated with your brokerages, and the reality is that your clients don’t care who deals with the compliance of your transactions. However, brokerages hold a fiduciary duty to make their agents successful, but many think it’s the other way around. Learn more about the importance of joining a brokerage that puts agents first.
Connect with Cory
Learn more about Cory and Sweet Assist at SweetAssist.com or connect with him on LinkedIn to continue the conversation.
Big tech companies are continuing to compete with real estate agents by offering new services that supposedly improve the buying and selling process. However, what many don’t realize is that there is one large differentiator that big tech companies can’t compete with. People want to work with people, and by being a personable agent that has your clients in your best interest, you can win the business of your database, community, and the people they know too. However, this means you should likely take a different approach when it comes to marketing your database. Listen to this episode to understand the strategy you can implement to start winning business from the people around you and stay ahead of the competition.
Brad McDaniel is the CEO of Likely.ai, an artificial intelligence platform that helps agents close more deals by identifying likely sellers within your area and database. Brad has been around real estate from the time he was young, seeing his dad build a real estate business and eventually becoming a senior project manager at Trulia. He noticed the rise in data and analytics usage in real estate, and sought out to build his own business centered around using data to drive decisions.
On this episode of the podcast, Brad joins me to explain what’s going on in big tech companies and what they’re doing to compete with real estate agents. He walks us through the numbers behind the shift in consumer behavior and how you can work smarter to adapt. We discuss strategies to implement in your business to help nurture clients, find likely sellers in your business, and ultimately close more deals. Listen to this episode to understand your true competitive advantage against big tech companies, and realize where your business really comes from.
Three Things You’ll Learn in This Episode
What big tech companies are doing now
We’ll discuss what big tech companies are doing now to compete with the local agent. We’ll cover the numbers behind agents at big tech brokerages and the strategies they use.
How you can compete with big tech companies
Knowing what these companies are doing is the first step to crafting your competitive advantage. Next, you’ll have to implement a strategy that is people-centric, and keeps your clients always in your best interest. We’ll unpack the actions you can take to stay ahead of the game.
Strategies to nurture your database and hot leads
The most reliable source of business are the people closest to you, yet many times agents will go and chase business outside of their sphere. We’ll give you the strategies top producers are using to nurture leads and close more deals.
Connect with Brad
Learn more about Brad and his company at likely.ai or connect with him on LinkedIn to continue the conversation.
Leveraging relationships is an important part of being a real estate agent, and some of the best people you should get to know are your local developers. You will often come across deals that you may not be able to close, but by understanding the process of evaluating and negotiating deals, you can bring them to investors in your area to earn a commission and grow a relationship. This week, we’ll continue our discussion on having multiple ways to find listings and source deals. Having multiple options for sellers will allow you to have opportunities open up, such as wholesaling through cash offers and working closely with developers.
Three Things You’ll Learn in This Episode
Where to source deals
Ready to get started with sourcing commercial deals? We’ll show you the best places to find these deals and how to keep a consistent stream of business.
Why understanding zoning laws can be your unfair advantage
Many properties have land that’s not being used for its highest and best use, which means there is an opportunity to increase the value of that property by either building more or remodeling it. We’ll talk about where to find these properties and how to get developers interested in investing.
How to gain a relationship with a developer in your area
The hardest part of this process is being seen as reliable to real estate developers near you. We’ll discuss how to form those relationships and what you can do to maintain them.
Connect with Sunil
Learn more about Sunil at his website thesunilsaxena.com or follow him on Instagram to connect and continue the conversation.
Most real estate agents spend their time chasing business, buying leads, and completely forget about the opportunities that are available right in front of them. That is, your sphere of influence. This is those 300-800+ people that know you and if they knew you were an agent, would use your services to buy or sell. You should be using an omni-present approach to stay in touch with this audience and make sure that when they think about real estate, they think about you. One of the best platforms to nurture an audience is Facebook, and that’s what we’re discussing in this episode. But what type of content do you create? How do you make sure your posts get seen? What can you do to incentivize referrals?
Have you ever thought about becoming an investor, or even just becoming more investor friendly? Without a doubt, one of the best moves you can make for your business is to embrace the investor community. If you’ve listened in the past few weeks, you’ll be familiar with the hybrid agent model and will understand the importance of being friends with a few investors in your market. So you’re probably wondering, what ways can you meet investors? How can we utilize investors to win more listings? How can I become the investor?
We often talk about attraction based marketing on this podcast, but that’s not the only way to acquire more business in real estate. One of the best ways to prospect for sellers, now more than ever, is getting on the phone and making phone calls to people that are already likely to sell their home. In 2021 people are looking for convenience and by bringing the offer to them increases the chance that they will be open to selling their homes. But you’re probably still wondering, who do I call? What do I say to them? How do I handle objections? Will this be a waste of time?
Tom Coccitti specializes in cold calling in real estate to prospect for real estate agents across the country. He targets homeowners through cold calling, follow ups, and other prospecting strategies. Tom started in real estate managing call centers and understanding what makes a successful call. He has honed in on what converts well, how to improve your customer experience, and ultimately, get more listing appointments, guaranteed. Tom is a wealth of knowledge when it comes to prospecting over the phone.
This week we’ll discuss everything you need to know about prospecting through cold calling. We’ll listen to cold calling veteran Tom Coccitti explain how he has made 400 calls daily for the last 5 years, and what he’s learned from his time in the industry. We’ll break it down from start to finish and discuss who to talk to, what you should be saying, and how to stay persistent as you prospect. We’ll discuss why you should be talking to sellers differently now than even a year ago, and how you can increase your chances of getting appointments when you call. Dialing for dollars isn’t glamorous, but it sure is a low-hanging fruit in the world of real estate lead generation. Listen to this week’s podcast and become familiar with this strategy.
Three Things You’ll Learn in This Episode
Who you should be calling
So you’re ready to get started calling but not sure who to target with your time. We’ll discuss the best lists to hit in any area.
How to handle objections
Prospecting on the phone is definitely a numbers game. There will be more objections than yes’s, but it’s about how you handle objections that makes you successful. Listen in to learn the best ways to respond to people that have uncertainties.
How to outsource your prospecting tasks
Maybe you’re like me and don’t want to make phone calls all day. We’ll share the sources for you to have prospecting done for you, but get the appointments that you’re looking for.
Connect with Tom
Learn more about Tom at his business website ListingAppointmentsGuaranteed.com or give him a call at (585) 451-2432 to get started using his service.
The last two weeks we have uncovered how crucial it is to differentiate your offer in order to stay competitive. However it is clear that these offers are mostly untouched by current real estate agents. One of the best options being the fix and list offer. This week we’ve brought on a guest who has built his business off the fix and list program to show you the steps it takes to implement this option into your offering.
Steve Budzik is a medic turned real estate agent in the Chicago area that has built his business off the fix and list program. He is also the owner of iCandy Realty, a brokerage that specializes in multiple offers and an exceptional customer experience. Steve has been in the business for eight years, and quickly found out the importance of customer service and building your brand in real estate. He’s discovered how to work with contractors, service professionals, and investors in order to build his offering to be strong and most importantly different from the competition.
This week we’ll continue with our series on maximizing your opportunity when working with sellers. We’ll dive into the business of a Chicago based real estate agent who specializes in one of the top options to offer sellers, fix and lists. We’ll break down how to find the contractors and investors you need to quickly turn over homes and ultimately build your unique client experience. We’ll break down why fix and list might be for you, and how to build your brand around the fix and list offer. You won’t want to miss this episode of the podcast as multiple offers are undoubtedly the future of real estate and will quickly put you ahead of the competition.
Three Things You’ll Learn in This Episode
Building your business on customer service
Buyers and sellers are constantly expecting more out of their real estate agents. Whether it’s pay cuts, faster turnaround times, or higher sale prices, it’s hard to keep up with the demand. We’ll discuss the top ways to improve the customer experience.
How to get started with fix and lists
One of the offers you can provide your clients are fix and lists. However, you can’t just decide to start offering it immediately. We’ll walk you through the steps you need to take to properly repair and list homes to ultimately get a higher return for you and your clients.
Protecting your brand with differentiation
There are too many competitors trying to steal your commissions for you to continue offering usual 5 and 6 percent listings. We’ll discuss the importance of differentiating yourself and the strategies to get started.
Connect with Steve
Learn more about Steve at SteveBudzik.com and connect with him on Instagram to continue the conversation.
Last week we discussed why you should have multiple options and how stacking your offer can help convert motivated sellers. Now we are going to uncover where you can find these motivated sellers and how you should be speaking with them when trying to help solve their problems. It’s not about zip code farming or running mailers to just one random neighborhood near you. You must be strategic in who you are talking to and why you are talking to them in the first place. Every seller has a different problem they want solved, you just need to be the best person to do it for them. So where do you start to find motivated sellers in your market? How should you speak to motivated sellers? And how do you make sure they convert to a happy client that recommends you to all of their friends and family?
Dustin DeFrates is a return guest on the podcast, but most notably a seasoned real estate investor that has found great success in the multiple offer space since 2003. Dustin is also the founder of GeoPoint Data, a real estate data company that sends you qualified and vetted leads using predictive data. Through his time studying buyer/seller data, in addition to reviewing 1000s of real estate deals, Dustin has honed in on the best ways to close more deals by selling through solutions. Dustin continues to stay on the cutting edge of real estate technology, and now looks to share his findings with more people that are looking to scale their real estate operations.
In part two of the motivated seller series we’re talking about how to put your message in the right place to the right people. We’ll discuss how to convert motivated sellers by using multiple channels and what you should be saying to potential sellers. Learn about text messages and how they can affect your business, cold calling and how to automate it, and what the best practices are for both channels. This is a must listen episode and breaks down everything you need to know about marketing to motivated sellers.
Three Things You’ll Learn in This Episode
Types of motivated sellers
Motivated sellers are everywhere, you just need to know where to find them. We’ll cover what groups of people you should be targeting and where to find the data that shows you.
The 7 channels you can market to motivated sellers
If you’re only using 1 or even 3 channels to stay in front of the people you want to work with, then you are not taking full advantage of the opportunities out there. We’ll cover 7 different channels and how to get started on them now.
What the 2021 market means for motivated sellers
This market is showing no signs of slowing and things are continuing to change quickly. We’ll discuss what this means for you and how you can stay ahead.
Connect with Dustin
Learn more about Dustin at DeFratesGroup.com and connect with him on LinkedIn to continue the conversation.
Just about everybody and their mother today is looking to get in the middle of the real estate transaction. Big tech, cash buyers, rebate brokerages, and others are all competing for your business, ma
With the 2021 market continuing to be unpredictable, you may be used to seeing different client concerns and interactions that are likely a bit different than you’re used to. Sellers now are worried about finding somewhere new to stay, and buyers are plentiful but that’s making competition fierce. However, there are ways to continue to stay ahead and work with top quality clients that want to do business with you. It’s all about the solutions you can solve for your clients and how to create the optimal scenario for them. What strategies are you using today to create optimal scenarios for your clients? How can you improve your offer to stand out in a 2021 market?
Michael Bernoff is the President and Founder of the Human Communications Institute, a leader in the personal and professional development industry. He works directly with individuals as well as corporate executives who desire to transform their corporate culture in an ever changing marketplace. During his own journey of self-discovery, Michael studied and modeled effective leaders recognized worldwide. He focused on their philosophies, strategies, and techniques that have consistently produced rapid and lasting change. By combining a variety of these proven disciplines and his own strategies, Michael has created his own programs that he now teaches to people looking to level up their life, skills, and business to stop being average.
Don’t miss this opportunity to hear Michael run through many scenarios that we see commonly in today’s market, and how to respond efficiently and effectively. We’ll discuss how to respond to objections, get clients to say yes faster, and how to build rapport easily without being pushy. If you’re looking to brush up on your conversation skills and pick up new tactics to improve your craft, this episode is for you. Tune in to be the best salesperson you can without feeling like you’re selling at all.
Three Things You’ll Learn in This Episode
How to lead conversations without a sales approach
You always want to be in control of your conversations with clients and in order to do so there’s a certain strategy to implement. We’ll talk about 3 ways to lead the conversation by making your client still feel in control.
How to get hired before you show up
There’s a difference between working with people, and people wanting to work with you. The latter is always easier and leads to more success in closing deals. Find out one way to keep your brand in shape and relatable.
How to discuss costs comfortably and effectively
Especially today, costs are often a touchy subject for many clients. Knowing how to navigate this conversation comfortably and professionally is important for everyone. Not only will you learn how to assure much happier clients, but also more money in your pocket as you’ll be able to justify a higher cost.
Connect with Michael
Learn more about Michael at MichaelBernoff.com and connect with him on Facebook to continue the conversation.
