If you're running a business then you need a system in place. You probably need a dozen systems in place. Technology is making it easier than ever, and today we are looking at how your systems can serve your business. ResourceCheck Out Reward RealtyReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What's up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, we have quite the reward for you today. No pun intended, Caroline, but what we're going to be chat about, folks, you guys are all running around and your heads cut off. This is the time that you have to go back and like, run your business like a business.00:03:34:13 - 00:03:54:07UnknownNo business exists without systems in place. If you don't have systems in place, you're not running a business. You're just another salesperson with their fucking head cut off and you're running around making sense of nothing. Folks, if you want to right now is the time that while the market sort of changed and revamped, this is when you actually focus on those systems.00:03:54:07 - 00:04:10:07UnknownBut everyone always asks me, Mike, what's a system? What's a system? What's a system? A system is something you repeat in your business with each and every client, each and every month, just like McDonald's makes their burgers. The reason why they taste the same no matter what fucking McDonald's you go to is because they have a system to how they make their food.00:04:10:11 - 00:04:28:11UnknownThat's what defines their business. Unfortunately, real estate agents don't have enough systems in their business and that's why the service doesn't stick with anyone. And while 90% of the people forget what you do for a living, because when you're working with them, there's nothing you're doing to make them say, Wow, that person is a shit. So what we're going to do is bring on the coaching, the systems.00:04:28:11 - 00:04:44:21UnknownI just met her a couple of minutes ago. She's pretty damn impressive. She's got like a system for everything. And I told her, I don't want to know any more. I just want a hit record and I want you to tell us the systems that you implement with your agents in your office that has them all so productive.00:04:44:23 - 00:05:04:11UnknownWhat is it you're doing? Because while everyone else is sort of floundering in the water and treading water right now, you're crushing it. And it's not because of like you got lucky, it's because you got your shit together and you have systems and people are returning to those systems despite market conditions. So I think I'm to call the show something about systems.00:05:04:11 - 00:05:20:14UnknownBut without further ado, let's go ahead and introduce our guest, Miss Caroline Hobbs. How are you, Caroline? Great, great. Thanks for having me. Well, so listen, there's a little bit who you are. Where are you from and what the hell are we going to talk about today? Yeah. So my name is Caroline Hobbs. I am here in Silicon Valley.00:05:20:14 - 00:05:50:09UnknownSan Jose, California, and I've been selling homes for about 15 years now. And I started Word Realty on April will be 11 years. So we've got someone Giovani, we've learned a lot. And all this time and I've really learned about all the benefits of technology and leveraging systems to automate tasks so that you can provide a highly higher level of customer experience for each and every single one of your clients.00:05:50:11 - 00:06:08:21UnknownThank you. No one talks about the experience for customers at all. Like, you got it. Nobody talks about it. Like if people aren't saying wow about working with you, like you don't have a business, you guys and you won't have a business. So I want to start to beginning with you. You have a brokerage. How many do you run your brokerage like a team, or do you guys run it like a brokerage?00:06:08:21 - 00:06:28:02UnknownAnd is everyone sort of on the same system that's within your office? And most people within the brokerage are on my team. I do have some individual agents. But that being said, we do kind of run it as more of a team. And, you know, my whole goal in starting the brokerage was to create something that was really agent friendly.00:06:28:02 - 00:07:00:12UnknownI felt like a lot of the large corporate brokerages didn't really offer opportunity to lean into your own, like individual superpowers and create a lot of self-expression or, you know, differentiate your business from other people. They want you to be the company person and just copy, paste, repeat, copy, paste, repeat with every single one of their agents. And the fact of the matter is, is relationship is a really a real estate is a relationship business.00:07:00:14 - 00:07:30:13UnknownSo if you are not in the business of making friends and meeting people and being able to communicate with people, then you're in the wrong field. Agreed. So let's get into the systems because I don't think anyone has them. Let's start with just in general, like for individual agents out there. I have a question for you first shoot, How many times have you built systems and torn down again?00:07:30:15 - 00:07:47:17UnknownWell, every day. I mean, that's basically what I always do. I always just perfect the system. It's never done. It's always fucking working. I'm literally building three or four different systems right now for our video clients so that they can have a better client experience. It never stops. The day you stop as the day you get beat by your competitor is what I believe.00:07:47:17 - 00:08:14:09UnknownSo I don't think you can't stop. I 100% agree. There's always new technologies. There's always new things out there that can help improve your current workflow. So I think that that's one of the areas that a lot of people struggle with is they think, okay, I'm going to spend January focusing on building my systems for the year and then and then the rest of the year, they don't pay attention to what they're doing.00:08:14:11 - 00:08:40:18UnknownThey don't even think twice about what their systems are. And to me, that's kind of how you get left behind. That's the first step of needing to burn things down again is when you become complacent in an area. And so for me and my team and with all of my agents, one of the things I tell them is if you're doing anything twice, if you're putting the information into the database more than twice, you're being inefficient.00:08:40:20 - 00:09:08:16UnknownAnd so let's figure out how we kind of Roto-Rooter it, so to speak, to create a more automated process because we're all human and we all have lives. We are working because we enjoy the field that we're in. And this is where we have found some passion to spend a lot of our time and build our careers. But we're not doing this for fun.00:09:08:18 - 00:09:51:19UnknownAnd, you know, we are all business people. And I think that with real estate, because of the social side of it, people forget that. And so, for example, you know, making sure that each and every experience from the time that the lead comes into your database to the language that you're using to reach out to them, whether it's a video, a text message, just a plain email with with script, each and every route that you like, each method of communication is going to leave a different taste in the Perkins mouth and really, what you're doing when you're communicating with new leads as they come in is you're introducing yourself.00:09:51:21 - 00:10:15:13UnknownSo that's where we start is when you're looking at building systems. You want to start with your action plans and your action items from the time that it comes into your database, defining them for who they are, what their interests are, how you can help them. Because at the end of the day, they didn't give you your contact, their contact information for you to harass them on things that they're not interested in.00:10:15:15 - 00:10:35:01UnknownIt needs to be an even exchange of information, and they need to see the value that you bring to the table if you want the relationship to progress. So right here and so we're talking about lead system here. And basically here's here's what most people do. They don't want they don't have a system, so they get a lead and then they'll just follow up via maybe phone.00:10:35:01 - 00:10:53:02UnknownThey might send a tax. You might do that for two or three days in a row, but then all sudden just you just forget. And this is what we're talking about. There's no system. So it's got to be like literally every lead has the same experience. That's what you're saying here, right? Exactly. Exactly. So, you know, not every lead is going to pick it up.00:10:53:04 - 00:11:19:18UnknownEven when they were just on the computer or on their cell phones making the requests. Not everyone's going to pick out like say that you are be, you know, type agent lead comes in, you call them within a couple of minutes. So you get that higher, you know, client retention and they don't pick up. So, you know, maybe they put a bad email down there about phone number is that it?00:11:19:19 - 00:11:54:03UnknownLike, what else can we do? Because at the end of the day, you know, if you're a team leader or not a team leader, just an agent purchasing leads from a marketing company or whatever, knowing your numbers, understanding your CPU, your clock cost per click, the return that you're having on that is really, really important. And the reason why it's important is obviously we want to know what's what marketing sources are working for us and helping us build our business or what is not.00:11:54:05 - 00:12:18:22UnknownAnd so the only way that you're going to be able to do that is using the damn system and following up with your leads. Talk to them. Like I said, you didn't get into this business just for fun, to make friends. You you got into the business to make money. And so you need to make sure that you're communicating with people in a way that they understand, in a way that they can catch on.00:12:18:24 - 00:12:50:16UnknownAnd so personal touches, like from requests going out, you know, following up three on a 360 level with market reports instead of just just checking up, I swear to God in be time, I get an email that's like just following up with you. I literally I immediately do it. And what should that's a good a just speaking of that, what should that context be when somebody wants to check it, Hey, you ready in the car to start looking so I can make a commission check?00:12:50:18 - 00:13:13:19UnknownHow do you say that? I send him a property. What do you think of this? How did you see that? This one just came by the market. no. And then you find out their intentions as well, you know, and give them something of value. Like don't just waste their time. And I think one of the other things as an author has been was Phil Jones.00:13:13:21 - 00:13:35:14UnknownAnd one of the things that he does really well, we we refer to his book as the Bible in our office. And the reason is, is he really helps you frame the mindset of not asking yes or no questions because at the end of the day, how easy is it to say to brush someone off and is like, yeah, yeah, and you don't even know what they said?00:13:35:16 - 00:14:03:13UnknownYep, They don't remember either. No, no, they literally have no clue. You left zero impression, but you say, What's your experience in selling a home than you understand? Have they ever sold a home before? Have they ever gone through the process? How deep does this conversation need to dive in order for me to build that rapport? Because at the end of the day, people work with people that they know to like and trust.00:14:03:15 - 00:14:16:24UnknownWalk me through walk me through your actual I want to I want to go. I want to live in your world. I want to go. And I'm a lead. I just entered into my information and came to whatever lead source on your system. Walk me through what happens next, because it sounds like every one of your agents are on the same thing.00:14:17:01 - 00:14:31:18UnknownAnd it's the consistency and the conformity that creates the results. Right? If everyone was doing something different, you'd never be able to measure, would you? Then you would it be able to make those adjustments that you talked about earlier and then you can. Right. It just doesn't work. So walk me through this because I think this is good.00:14:31:18 - 00:14:51:02UnknownI want people let's define what your system is from a new lead and I'll ask from there. So newly comes into your world. Hey, Caroline Re World Realty. I might be buying or selling. I don't know. I just came in looking to see my home's value worth. What happens to me next? Depending on the lead, if it's a direct connection or not, that kind of changes it.00:14:51:02 - 00:15:09:12UnknownIt also every single new lead gets immediately set up onto a drip system. If it's the seller B they get on the property valuation monthly email immediately. So right off the bat three Choose your own adventure is going to happen. A bond, a lead one. Was it a referral? It's a referral. It goes into a system. Referral system.00:15:09:12 - 00:15:27:11UnknownIt's probably more personalized, right? If it's cold, it's an okay, great. You're either buyer or seller. If it's a buyer lead, they're going to go into the buyer system slash strips of some of that. And if the seller leads a seller slash drip system. So make sure you guys are following this. You can't talk to everyone the same way they under your world.00:15:27:11 - 00:15:45:09UnknownThat's where most people fuck up. If someone comes into my world talking about selling a house and I'm telling them about buying a house, like we're not speaking the same language, it's a little bit of a you got to speak their love language, right? And same thing is, if it's a referral, like I'm not going to talk to them like I'm going to when I get a referral, I do them or I borrow them.00:15:45:09 - 00:16:00:09UnknownThat's my style. That's my brand, right? And it's just the way I am. But if it's not a referral, I'm not going to borrow or do someone I've never met before. That little touch is a system, is what we're talking about, you guys. And you can't run a business without it. Okay? I like that. All right. So walk me through that.00:16:00:09 - 00:16:29:06UnknownNow, we actually break our clients down quite a bit further than that. So for us, they're not just buyer or seller referral. There's buyers, there are sellers, they're buyers and sellers, there are investors, there are renters. We bought Zillow leads before you have a plethora of renter leads, you know, doubt and save on because renters are future buyers.00:16:29:08 - 00:16:58:03UnknownThere's no it's not a garbage lead just because they weren't ready to buy a house right now. And they just need to be communicated with differently. And then there's your sphere. Those are your friends. That's the other parents in your kids classrooms. Those are people involved in your nonprofit, at your church, wherever. And so depending on the level of harassment that I want to spend on each group is kind of how we dictate it.00:16:58:03 - 00:17:19:07UnknownSo for like our investors, the email sequence that they get signed up on once they're marked as an investor, after we talk to the client, we haven't talked to the client. Everybody comes in and gets a general kind of like a buyer nurturer, Come talk to me, schedule a consultation with a link to my calendar and things like that.00:17:19:09 - 00:17:48:13UnknownAnd but for the rest, it's very targeted. So for investors, we're talking about 1031 exchanges. The DST is we're talking about short term versus long term rentals. We're talking about maximizing your return on your investment. We're not talking about the granite countertops and the stainless steel appliances and the square footage. I mean, you know, I hope that if they're investing in real estate that they understand value adding, value adding aspects of the home.00:17:48:15 - 00:18:15:19UnknownBut crazy. Yeah. So we're focused on speaking their language. What what are investors interested in? They're interested in making more money. Same with sellers. When you talk about curb appeal, we talk about cleaning services, we talk about living in storage services and these also offer open up our opportunities to create relationships within your community, which can then boost your referral network.00:18:15:21 - 00:18:44:04UnknownYou can even do cross marketing, and I've seen agents do affiliate marketing with them as well, where they'll get a kickback as long as the relationship is disclosed to the clients ahead of time. On a person that's like ancillary services. The Futures Commission compression occurs and if you're not trying to make money off of solar and getting your MLS license as a mortgage broker right now and making a point five basis point on that and you're not trying to charge up the movers to renters and everybody, every other ancillary service you're missing the thing.00:18:44:04 - 00:19:05:11UnknownBut that's a whole nother podcast question What percent of your business is coming from warm versus cold like sources? And it sounds like you're like it sounds like you've created these systems and now your agents are utilizing them right? But where are you guys generating how much of it comes from like lead generation as opposed to marketing and warm?00:19:05:13 - 00:19:35:07UnknownSo how much is non referral and repeat business as opposed to new leads? And then I want to go into your customer service systems next. Those are great questions. I think that it's really dependent kind of also where you are in your career. So years and years and years, about 80% of my business was referral and I'm still closing 20 plus transactions a year and 80% of my business was referral.00:19:35:09 - 00:20:05:18UnknownI still have a lot of referrals coming in through and I still close generally and to be referrals per year. However, because stepping up our game with our marketing, it doesn't equate to 80%. It's probably closer to like 40% now, you know, So it's it's not that we changed anything or we had a depletion in our number of referrals.00:20:05:18 - 00:20:38:17UnknownIt's more of the fact that you're scaling now we're growing, you're feeding what you're feeding. Yeah. And as a team leader, I mean, we have 14 agents at the brokerage and so typically when I get referrals, I really, really, really try to, to service them personally and to do as much as I can. I have a partner that helps me with that just so that way I can we can still be attentive and everything at the same time.00:20:38:19 - 00:21:00:07UnknownBut making sure and I check in with every single agent, I say, Show me your active client list, like I want to see it written down. I want you to I want to be able to point at somebody and you can tell me exactly what's going on when the last time you talked to owners and why they're not in contract yet and go from there.00:21:00:09 - 00:21:21:10UnknownSo I think when you're building systems, you know, something to keep into mind is like I've tossed around the word harassment. So a lot of people just think like, okay, I'm going to get their email address, I'm just going to send them emails every couple of days until they respond to me, and then maybe they'll work with me.00:21:21:12 - 00:21:44:05UnknownI don't know about you, but that has literally never worked. But my kid sits there and taps off at me to get me to do something. It just makes me angry and not want to do that. And I have the same reaction. So all of our sequences from the time you come into our database, the actual sequences are only seven emails long, which lasts about three and a half weeks.00:21:44:07 - 00:22:08:21UnknownIt's exactly those two. Yeah. And that's if you're not going to talk to me after a month, no harm done. But then you're going to move to a cadence of like every three weeks or four weeks you'll get a single email. Yep. And I'll stay top of mind because timing is everything in real estate. And I can't tell you, you know, how many times it's just right place, right time.00:22:08:23 - 00:22:31:18UnknownYou mention the fact that your real name 90% of the time. Exactly. This morning I have an electrician at my house right now installing a EV charger thing and sitting there talking to him. He goes, well, you know, commercial slowed. I got. And I go, well, the real estate markets on fire right now. We have no inventory. And he goes, Why move over here?00:22:31:18 - 00:22:51:16UnknownAnd I go, That's a gray area. Those homes are great. There's a lot of construction going on in there. Yeah, we need to talk, is what he says next. Yeah. And it's yeah, that's been 10 to 1 in ten. One in 15 people are moving this year. You have to talk now. I saw like I saw this stat actually I'm doing a video, I don't hang up with you.00:22:51:18 - 00:23:08:17UnknownAnd 49% of the market only did one or less transactions last year. I'm like, my God. Everyone's like, Wow, that's pathetic. I'm like, No, that's an opportunity. Yeah. Because like, that just shows you 50% of the agents are only doing one. Next question Becoming agents are only doing three a year, you know, And it's just like, my God.00:23:08:17 - 00:23:28:09UnknownSo you really can. You can, but there isn't a lot of yes, there's millions of agents. But if you actually look at what the true competition is, it's not that much. And every single time you could look at every single one of the agents that are like doing the top five or top 10%. And the one thing that they all have in common is they all have systems like the conversation we're having right now is not French to them.00:23:28:11 - 00:23:49:19UnknownThey're probably jumping in and adding in some here, here's what I'm doing in my in my systems and why not? Okay. So lead generation systems are one thing, but that's not the only type of system, right? We can have all kinds of systems. Let's segment into here's a question that no agent can ever answer for me. And here it is like it's crazy.00:23:49:20 - 00:24:10:13UnknownLike, no one can ever answer this question. And I'm like, how the hell can if you can't answer this question, how do you have a business? And the question is, is what the fuck do you do differently than your competition? No one could ever literally ask me the question. Generally, the answer goes somewhere along the lines like this and says, Well, I'm going to, I'm going to get them the best damn deal and like I possibly can, and I'm gonna do the best job where I'm like, You have a fiduciary duty that is part of your responsibility.00:24:10:13 - 00:24:26:00UnknownIt's not a value added proposition. What is it that you do that people remember that make them say, Wow, how do you wild people? So I have a couple things I'll say, and I want to see what you do on your systems. When I first started, I knew that I had to wow people. My goal with every client wasn't to solve the fucking house.00:24:26:01 - 00:24:41:21UnknownI was the third goal. The first goal was to generate one referral from them while I'm selling the house. The second goal was to then please them, so they return to me for repeat business and turn into a walking billboard for me. And then the third goal was until we eventually sold them a house in that order. The only way I accomplished goal number one.00:24:41:21 - 00:25:05:10UnknownGoal number two was through systems that I had in the business to wow them. So I'll give you guys the example of some systems that I would have. And this is how simple a system can be when I would meet with a buyer or seller for a presentation, I would legally bribe them with a brownie gift. I would make sure the brownie would show up before I showed up to the listing or buyers presentation so that I already had something of value I gave to them every single time.00:25:05:12 - 00:25:21:03UnknownThe legal bribe work. That's just a system. So the system was, Hey, you want to meet with me? Okay, great. I know it takes 24 hours for the brownie to show up at your door. I'm going to schedule my appointment face to face in 36 hours. Okay. That's a system, You guys. Also, when I get hired, I would send out a little letter with a $10 gift card.00:25:21:03 - 00:25:43:03UnknownHey, I really look forward to working with you, So I want to get you a coffee. I appreciate the opportunity. It was just a nice touch point just to say, Hey, thanks for working with me just to show that I care. When they went under contract, they got a mortgage contingency. I would buy him a gift. The second the contingency was lifted, I would buy a $100 gift card in there, soon to be old or new neighborhood, and then I would wow them with a crazy closing gift.00:25:43:03 - 00:26:03:10UnknownAnd not a gift card, not a bottle wine, something they had to fucking put on their on their wall. That was a billboard in their house, like a bonsai tree, like a signed autograph of a Chicago Blackhawks player that they loved. Right. Because I'm in it for the long game. So these are little systems that every client had because all I was after was not the closing for that client.00:26:03:10 - 00:26:24:04UnknownI was after the next transaction. Yeah, that's leverage. So if you don't have systems in your customer service that while people it's also very difficult to build a referral based business or a repeat business. So what is it? What kind of things do you advise agents to do when it comes to working with buyers or sellers? Because quite frankly, a lot of people don't have anything in place.00:26:24:04 - 00:26:48:18UnknownIt's just sort of like a there's not really an experience at all. That's fine. So first of all, clients are looking for one thing do what you say you're going to do. So from the time you first make a, you know, have a conversation with them, tell them that you're going to do something and then do it and say, as promised, here is the information.00:26:48:18 - 00:27:15:01UnknownI told you that I was going to send you. As promised, Here is that report. So show that you're trustworthy, number one, that sets you apart immediately, because most people go into a meeting with a realtor feeling very uneasy and not super willing to, you know, trust them. So create that report. No, nobody's hunky dory about going to a meeting with a realtor.00:27:15:03 - 00:27:40:20UnknownNo, no. Literally no one like you. I do something similar prior to my listing appointments. I actually use Uber to deliver a package to the house and a cute little box that I had printed out. That's way better. What do you send them? And you will see? Yeah. So she's only name a gift like that. That gift is like so powerful.00:27:40:20 - 00:28:09:10UnknownIt's not even the cost of it. It's the fact that some physical arrives to it and it never fails. It's the icebreaker. It's what always leads a conversation. All right, so she's pulling up this box if you guys are watching this on video. So what am I looking at here? It says, I'm not sure if it's for you, but if you're thinking about making a move, if you want to take a look at what we prepared for you, it says inside you'll find your home equity report, our dynamic marketing, and it's invaluable resources to help you with planning your next move.00:28:09:12 - 00:28:31:03UnknownSo it's like, okay, yeah, it opens up and it shows our process on one side, it shows the home buying process on the other. And then there's just a little note inside with the QR code, with my contact information, and it goes to a digital business card and that's down to you and that's buyer's console. Yeah. Okay.00:28:31:03 - 00:28:48:00UnknownSo the sellers specific I mean, let me unpack this or people that just listen on audio, which she just showed me, she basically created a clumpy male buyers and sellers presentation that she sends to them ahead of time. So almost like a great pre listing package to send out. It's not and it looks like it's all color coded.00:28:48:00 - 00:29:08:17UnknownIt's it's pretty looking and it's not that like people are even they probably don't remember anything that goes on in it. What they remember is a fact. You sent them a box. Well, I throw some pens in there, I throw some branded mints in there, I throw a couple of brochures and they're a selling brochure. I sell send, put some resources for moving and storage.00:29:08:17 - 00:29:27:06UnknownAnd there so So when you show up, what's the first thing they say. Yeah. You already hired. What's the first thing they say when you show up in the boxes already sit on the table for them When you're there, it is always sitting right there. Yeah, I figure. And they're like, This was amazing. Like, we've got a chance to review this.00:29:27:08 - 00:29:56:12UnknownIt answered a lot of our questions. We want to show you the house, where do we sign that stuff? So, you know, one thing that any realtor listening to this, if you take away nothing else, the biggest game changer in my career with winning listings every single time was quit leaving gray areas on the table. So what I do at every single listing, when I sit down with the seller, I say, okay, this is what we're going to do.00:29:56:16 - 00:30:10:06UnknownWe're going to have it on the market by this date. And then I reverse engineering, which means that we need to have staging invited to this date, which means my stager needs to come the week prior to take a tour of the home. We're going to set inspections that they're going to happen either to stay or this day.00:30:10:08 - 00:30:30:00UnknownThen we're going to have the cleaning crew and they're going to do this. If there's any repairs that's going to go on during these days. And so they already know that I have every single detail covered to make sure that their home is totally ready when we're ready to hit the market. So you remind me of my friend Lawrence Shue in Chicago.00:30:30:00 - 00:30:52:24UnknownYou guys are like spitting images of each other like crazy. Unbelievable. It's great. You're right like that. And how much does that cost you? These? Yeah, You pay a couple bucks a box, so a couple of bucks a box. But it also costs are the time of ordering it kind of Uber or making sure it gets delivered and all of that.00:30:53:01 - 00:31:19:21UnknownNow, I don't know what your mindset is there for you, but I'm going to guess is that you're bribing your your listing client to ensure the fucking listing so you're not scared to spend the $5 or the 20 minutes it takes to order it. Are you? Yeah. No, it's. I want to show them I'm a professional and I want to show them that I'm not just I didn't just have my assistant print out comps before I came in and handed them to me so I can hand into them and call it a day.00:31:19:23 - 00:31:53:22UnknownI'm also showing them that it's not just a blanket presentation that I get to everybody. Yes, there's things in there that are used for every seller and things like that, but a lot. There's also a lot of custom materials to their individual property in there as well. Do you remember the last listing presentation you lost? No, I knew she was going to say that, but now I find that maybe I'm just one of those people.00:31:53:22 - 00:32:32:04UnknownI when you're talking to me, you can tell if I'm confused or angry or sad. I wear my heart on my sleeve. And so to me it's eliminate all the gray areas because that's when everybody gets all agency and distrust comes and everything like that. You had it be two steps ahead of the game. I will tell you, in my professional life, the moment that I had the realization that today today's tasks were preparing me for tomorrow's duties, the moment that mind shift happened, I was no longer scrambling.00:32:32:06 - 00:33:00:13UnknownI was showing up prepared, ready, and, you know, able to conquer whatever came my way. What other little. Yeah. And like, you could answer the question, what's the difference between you and me? Like, you're demonstrating it as we speak, you guys. So, like, don't you know how many I used to? Literally, this is before MapQuest came out when I first became real age was 22, right?00:33:00:13 - 00:33:16:05UnknownWe didn't have fucking MapQuest. I literally had to learn. I would literally drive the streets because I didn't know how to get myself around Chicago. So I would I would pre drive the streets just so I didn't look like an idiot when I had the clients in the car with me because I had no clue where I was going.00:33:16:07 - 00:33:31:01UnknownAnd literally I would have to print out it was called MapQuest. I dunno if you remember that, but that bus instruction, I did have to print it out and you'd go there. But then I remember one other thing I did early on was I didn't understand numbers. So the I'm a loss in Chicago, at least at the time.00:33:31:01 - 00:33:56:01UnknownI think they still have it, but they had this really cool, like simple to understand mortgage calculator that I would calculate the total monthly payment per house reflective of the taxes and the specifically for that house. And people really appreciated that because it was different per property we visited. So but it was literally because I was 22 years old, I knew I had to fucking wow them because I was like, dude, I wouldn't buy a house for me.00:33:56:01 - 00:34:14:23UnknownLike real realistically, I know what I'm doing. I want to buy Are you using me to buy a house? So I knew I had to compensate with customer service, I'd at least appear smarter than I was at the time, which is why I put together all these things ahead of time. But the preparation early on, just to show houses was like an hour down.00:34:14:23 - 00:34:32:16UnknownAnd it turns out in my career I was like, Dude, whatever. I just showed up at shows. I already knew everything. But the point was, is that I was playing the game to prepare and prepare for the experience that the clients would have because it just and it didn't fail. Like it's I don't know why this is so hard to understand for people, though.00:34:32:16 - 00:34:48:13UnknownThat's probably, I think, my most frustrating part in the real estate industry. I'm sure you know, the reason why you probably don't have 300 agents is because you can't find the other 97 or so that will understand your process and why you're doing it. I see that in the business all the time. Like they just don't get it.00:34:48:13 - 00:35:05:01UnknownLike, folks, you're an entrepreneur. You're not running this damn business as you're not working a job, right? And nobody you might be in a good office like Reward Realty Will. They'll have all of the systems set up for you and will allow you to go out and, you know, succeed. But that's why four out of five agents fail.00:35:05:03 - 00:35:47:14UnknownThey don't have the shit set up. They don't have systems. You cannot build a business without systems, period. What else do you want to say about systems? Anything else? And there's customer service systems. There's lead generation systems. What else have we missed that you want to talk or touch on? I mean, consistency is key. I think that in marketing your business and my number one, because I track my profitability and I track my numbers and how much I'm putting in each month, each of the different avenues that we're using for marketing every single month.00:35:47:20 - 00:36:20:23UnknownMy, my, I think I'm at like 37 X, but it is these plastic postcards sending send out and and who is that go to your A farm or your database and it goes actually to so sorry because I like database farming I love it's not to my database it actually goes to non owner occupied properties within the county.00:36:21:00 - 00:36:56:08UnknownOkay absentee owners like it. Yeah I send out 7500 a month and I probably get 5 to 10 listing calls each and every month from it. And it's definitely has the highest relied of like anything else I've tried. But the thing I noticed about it and like the point I want to make is because I do do a lot of marketing around my listings, we send out five pieces of mail for every single buyer sale and seller sale that we transact in, letting them know, giving them updates on the status of the sale, home valuations, introduction letters, things like that.00:36:56:10 - 00:37:26:04UnknownSure. Last year going into 2024, 2023, I had 11 listing agreements signed for Q1 of that year. This year I had like two and it was because I stopped doing my classic postcard for meeting regularly. I got busy and I was seeing other areas pick up and I was exploring other avenues to bring in business as well. And I learned you were being a squirrel.00:37:26:06 - 00:37:45:11UnknownI know I, know it was so silly. So like in December as I was working on my business plan and I'm pulling up the budgets and everything for this next year, really planning ahead, I knew that I had to get back on track. So it's it's it's easy. It's easy to fall off and like lose track of one day.00:37:45:13 - 00:38:08:10UnknownWe have to wear a lot hats in real estate. So nobody's saying that it's easy. Take one chunk, focus on it, complete it, and then go to the next one. The well said. Because you're right, that happens with video a lot, you know, And when we we'd be like, I like there's a couple of people who should I blew you guys up.00:38:08:10 - 00:38:21:15UnknownI'm not going to lie. All right. But you got so complaints that I call you up by names, but you know, you are if you're listening to show, you know, you are 12 months and then they're black, it's huge. Like also it's night and day from a 12 month. But I'm not going to do video anymore. But I'm good.00:38:21:15 - 00:38:40:00UnknownI'm good, I'm good. That's what happens. It happens to me in a lot of ways. We get complacent off of a lead source that was working, but then you're like, yeah, maybe I don't need to do that anymore because this ego thing is real. Like it's legit. Like you could get an ego so fast in this business and it is the number one most detrimental thing.00:38:40:00 - 00:38:58:22UnknownAnd even the best agents, their ego will still get the best of them. Sometimes it's like what Caroline just said. She you have to have that vulnerability with yourself and realize when you make mistakes and fucking own them like you just did. Appreciate and applaud that. It's fantastic. But you know your numbers to see review. Yeah. With someone else, which is something that a lot of people don't do either.00:38:58:24 - 00:39:19:07UnknownYeah. If you're not like I said, if you're not tracking your business and you're your ally and your expenses and things like that, you don't have a business, you have a hobby, you have a hobby that's very expensive. And I really encourage you to look into something more profitable. Yeah, start collecting stamps or something. I mean, yeah, baseball cards.00:39:19:09 - 00:39:39:17UnknownOkay. But I know I'm curious. People want to know your plastic postcard. Before I do, let you go. Plastic postcard. You're sending it to absentee owners so people don't live in a house. Do you have any other data fields that you're filtering over? That is their missed payment and there is or high equity. What other fields is it just absentee owners?00:39:39:17 - 00:39:59:00UnknownAre you layering that data on top of it? Well, I have done it with homeowners and things like that. And we're like filters, age and, you know, life events and things like that in the past. I think it really depends on the market that you're in and where you're at. So right now here in the Bay Area, people have a lot of money.00:39:59:00 - 00:40:23:00UnknownThey've been sitting on not wanting to move up and not really sure if they are going to move up or and kind of slow down on the purchase of an investment properties within the Bay Area unless they're like fix and flips. So for a lot of the calls that I have experienced the last couple of months, these are people that own four or five properties that are rental properties locally with cash.00:40:23:02 - 00:40:50:17UnknownBut because the taxes in California and you know, prices are as high as they are, they're like, all right, well, let's take our return from this. We've already made a lot of money reinvested out of state. And so that's why I have a network of agents that I work with throughout the country. And so I'm always connecting with people in different major metropolitan areas with investment opportunities that I can share with my clients and and not.00:40:50:20 - 00:41:08:10UnknownAnd that's one of the things also that we're doing with our investor DRIP is starting to put in investment opportunities. So we'll go with got services that are selling their investment properties. We can send that out as a blast to, you know, this is already rented to tenants. Here's the return here. The numbers. Are you interested in that?00:41:08:12 - 00:41:34:23UnknownAnd it also helps her sellers as these types of properties make the decision on whether they want to go to market or whether to go sell to another investor and have a little bit more flexibility over the 1031 exchange. So definitely more options. And I think just making sure that you're well versed in all of these different categories and identify your perfect client, like who do you want to work with?00:41:34:23 - 00:41:51:18UnknownDo you want to work with 55 and older? Do you want to work with first time homebuyers? Do you want to work with investors leaning to that? Create a plan to reach that group of people. Don't get too distracted on the sidelines by all these other people. Focus on the type of person that you want to work it at.00:41:51:19 - 00:42:17:15UnknownMake your content around that type of client. Give them, you know, make your emails and everything, appeal to that type of client and you know, your vibe attracts are trying to agree to great. You want you tell everybody if you guys have any referrals for Bay Area, why don't you tell them where they can reach you or they want to learn more about what you're doing or follow you on social or not.00:42:17:17 - 00:42:43:05UnknownCaroline Hobbs Ari on Instagram and our website is Reward Realty dot org and you can also reach me by email at Caroline at Reward Realty dot org. Thank you. Caroline. That was awesome. And thank you folks for listening. Another episode of the Real Estate Market and old podcast. Folks, if you like what you're seeing here and you want a system to stay in front of your database so they stop forgetting who the hell you are, and more importantly, start sending either friends or family and come to you to repeat business.00:42:43:05 - 00:43:00:10UnknownYou need to get referral suite that's WW dot referral suite like popsicle as wect dot com. We help you with your social media content each month. Automate your direct mail to your database and we help you with your video email content. We give you everything. I got to shoot a video and send it out. It's very simple. Stop chasing a bunch of strangers.00:43:00:10 - 00:43:22:23UnknownStart farming your relationships, nurturing them, stay in front of them and become more referral and you will start attracting business. Appreciate you guys. See you guys next week. Please. Thank you for watching. Another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit website at WW dot real estate marketing dude dot com.00:43:23:01 - 00:43:38:16UnknownWe make branding and video content creation simple and do everything for you. So if you have any additional questions, the site download the training and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

Chances are you listen to podcasts if you're reading this. Chances are you might have considered hosting one of your own. But here is the million dollar question; is it worth the time and money and how will it help your business? Today we are talking about that with Trevor Oldham, founder of PodcastYou.com. ResourceCheck Out Trevor's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What's up? Ladies and gentlemen, welcome to The Wrap. So the Real Estate Marketing Dude podcast, folks, welcome back. We're going to be chatting about today is a different form of content creation is actually the type of content you're listening to right now. Why the hell that 1.5 million are You guys decide to follow me? I have no damn idea, but I'm glad you did because this podcast has been one of the largest sources of my personal business.00:04:40:16 - 00:05:06:05UnknownI can tell you guys that without a doubt. You know, when I was I'm not doing video services for real estate agents more, so I want to make that very clear. I'm no longer doing video marketing, but I do have a software you guys can play with us in and we'll talk about that later. However, if I never had a podcast and never built an audience and my prior real estate marketing dude business as a video marketing company would never existed, the podcast and a podcast in general.00:05:06:05 - 00:05:24:21UnknownIt's a form of content, you guys, it's a form of media. And so many people right now are like, I got to create videos like videos, a form of content, okay, it's just another form of media and everybody, as long as you work for yourself and you have your own damn business, you're running a business. And yes, the answer is you do need to start creating content, whether that's video, whether it's podcasts.00:05:24:21 - 00:05:47:01UnknownI don't give a fuck what it is, but if you're not creating content, someone else is and you're going to be out of business. The building of personal brand is everything, especially in a real estate related business. And if you don't have a brand, you don't have a business, you're a salesperson chasing a chuck. So what we're going to be chatting about today is we got my boy Trevor hold him here, and he's going to be walking us through the power of podcasting.00:05:47:03 - 00:06:00:02UnknownSee these questions pop up all the time. Should I get a podcast versus not get a podcast? So what would be the strategy if we were to create a podcast as a real estate agent or lender? Is it worth it? Is it not? We're going to find out. Without further ado, let's go ahead and introduce our guest, Trevor.00:06:00:02 - 00:06:20:10UnknownTrevor, what is going on? How are you doing once you say hello to who you are and what we learned today, they're do excellent today, Mike. Thanks for having me on, on the show. CONAN From out in New York, upstate New York, out here, finally get some nice weather, 35 degrees, which is nice that I was talking to one lady earlier today, 70 degrees like, damn, where I kill for that.00:06:20:12 - 00:06:40:14UnknownI'm not going to see those temps still till May. But with that said, we're on a company called Podcasting. You podcasting. Why are you been doing it since 2017? Been in the podcasting space since 2015, seeing all of the ups and downs within the space and yeah, just how people personally brand themselves within the podcasting space love it.00:06:40:16 - 00:06:55:16UnknownLet's get into it. I get questions all the time about this, like, Hey, should I start a podcast? Should we, should we do this podcast? And what we're going to do is you do this for all kinds of industries, correct? Correct. Okay. So let's keep it. We'll try to keep it focus for the real estate people like that.00:06:55:20 - 00:07:10:11UnknownI would a reality investor, a mortgage lender, real estate agent and honestly, this is a deal for any local service based business. If your referral base, it's the same thing, right? It doesn't matter if you sell houses or vacations, I could care less your referral base. You need to build personal brand. People know who the hell you are.00:07:10:13 - 00:07:35:04UnknownNow. How do you like how is an agent someone in the real estate space? With that in mind, what and why would they want to create a podcast for? Well, I'd say one just generating brand awareness for who they are. People think that it's cool if you have a podcast, if you're, say, a real estate agent in your local market, I'd say, my market as an example in Albany, you have a podcast and all you're talking about is the real estate market in Albany.00:07:35:06 - 00:07:52:02UnknownWhat's going on? Our house is appreciating is value going down. You know, our market here in Albany is going to be a little bit different than some of the other parts of the country, like where I was in Massachusetts, where houses here don't appreciate as much where in Massachusetts, you know, you could double your price. And in four or five years, it's pretty ridiculous out there.00:07:52:04 - 00:08:22:22UnknownSo why is just building that brand awareness? And then like you mentioned earlier in the show, taking the video content from your interviews that you do, whether you are doing it with a guest or whether you're just doing it by yourself, typically only a 30 minute interview, there's so much content that you can take. And I find that when it comes to social media, it's hard for people to sometimes just sit down and try to write, you know, copyright different social media posts so when they can take an interview and they can either send it off to like an editor or whether they can do it themselves, I know for me I just send it00:08:22:22 - 00:08:39:15Unknownoff to an editor and then they can create anywhere from 5 to 10 social media posts and then I can go out there and promote it and people are like, Wow, Like, look at this guy. He looks super professional. I trust this guy. I want to use this guy as my real estate agent versus totally. So your older real estate agent, maybe their website sucks, maybe they don't.00:08:39:16 - 00:09:01:22UnknownAny content that's out there like, I don't know anything about this person, but now someone comes to your website, looks professional, you have all these videos, you have this podcast, people can check you out, find out more about you, and you're just building like all of that credibility and trust. And even if you're in your local market, yeah, you might not get like a ton of people listening to your podcast, but you might become big in your local market.00:09:01:22 - 00:09:25:05UnknownDoesn't mean you need to become big nationally, but just in your local market, it's going to be super beneficial. And then if you are real estate coach per se, then you can obviously go, you know, across the entire US service. But local, I mean, it's a it's a game changer and you think of there's only so many real estate agents I see doing this in their local market and it doesn't have to be like something you do every single day.00:09:25:07 - 00:09:39:10UnknownBut maybe something you do once a week, once a month even apply. I want to go more than once a month because some people just lose traction with the show. We just do a monthly recap of what's going on in the area, what a house to stand for, what are you noticing in? And then people start to look at you as the go to leader.00:09:39:10 - 00:09:55:22UnknownAnd again, you're just building that reputation and building that brand. Yes. Like we're talking about positioning. Right. And let's just let's just plays out. All right. To real estate agents. I'm just going to pretend I'm selling a house. I'm going to hire two real estate agents and I come across two and I you know, I don't have anyone I'm referred to.00:09:55:22 - 00:10:10:14UnknownI'm new in a market. I'm a C to different people. Right? I got my if you guys are looking at somebody, I got my hands up. All right, 2 to 4. What? Agent One is what you expect the real estate agent to be. You go to their website, they got, like, their suit and tie on their professional site.00:10:10:14 - 00:10:32:21UnknownYou go to the about page as the there's a family shot. You know, they help people buy and sell real estate. Right? And you're like, great, great. It's just pretty much what I expect. Now. I go to Agent B, Agent B as a podcast. His podcast is up on his website. It's multipurpose. There's videos all over from all the clips that Trevor is talking about, multiple purpose in here.00:10:32:23 - 00:10:58:09UnknownAnd if two people were to land on two different websites, I can tell you that the experience I know this 100% is the experience is different. And even though no one might ever have listened to the podcast, the fact that someone has it says, You're legit, doesn't it? And then being able to use your podcast as a way for your social contact is a really good idea.00:10:58:09 - 00:11:15:05UnknownI did for two years because then it just filled in. That's a real game in, right? But you got to get those big your plate because anything you do on video, especially with a mike in, you just look like you know what the fuck you're doing, right? Like, okay, this video right here, if you guys watch it, I got just Michael Jordan look at me like I could be like, this is video.00:11:15:06 - 00:11:40:15UnknownLike I could be talking about blocks, right? But the positioning of what you're doing is exactly right, guys. It's really powerful. People start to paint you as more important than you really are. It's it's legit. Talk to me about the short form content off the podcast and I want to get more into like topics, but I want to touch on that because I think that's important.00:11:40:17 - 00:12:08:15UnknownMultipurpose in your podcast. If you're not doing it, don't think there's a point to have one to begin with. What's your opinion on that? Yeah, now you got to be doing it. I mean, it's just when you look at when you're trying to brand yourself, obviously you have the podcast within itself and that's what you're trying to do, but you're just leading all the sort of content that's out there, whether it's you be on the, whether you having your own podcast and just you being on your own and creating all the social media clips, whether it's having a guest on the show, you're creating clips for them and then they're sharing those clips of their00:12:08:15 - 00:12:31:07Unknownaudience and now you're getting more recognition. I now you definitely ought to be doing it. And I would say pretty much all platforms when you're thinking YouTube, Instagram, Facebook, I think a lot of people are still hesitant on TikTok because it's just more newer. They think it's more for like teenagers. But I've seen a ton of podcasters put their put their content on TikTok and have it go viral, get tons of leads from it.00:12:31:13 - 00:12:52:07UnknownSo that's like another sort of, you know, I'm obviously older, my year older, so it's not something we really grew up with. But for the younger generation, that's really how they're consuming content now. So why miss the boat on that opportunity? Not to say that a 16 year old is going to be ideal real estate client, but say maybe there's a 25 or 26 year old first time home buyer that finds you on it.00:12:52:07 - 00:13:07:14UnknownThey know that you're in their area. Now all of a sudden they decided to hire you because you create this cool social media content. And and if you say, I don't have the time to do it, they're services. You can go out there and hire. It's not going to be you know, if you want to pay a pretty penny, it's going to be better.00:13:07:14 - 00:13:24:21UnknownIf you want to go cheap, you can go through like Upwork. Fiber out might not be as great, but at least it's just something they are getting created and done. So yeah, I definitely recommend it for everyone. I mean, you're just wasting I mean, you're spending 3060 Minutes on a podcast interview to begin with, plus all the prep time and different things like that.00:13:24:23 - 00:13:43:06UnknownYou know, why not just take that video content and produce it even further? Because you want to be like pretty much everywhere that you can all the time. So you're constantly in the back of people's minds. Yeah, I don't even think it matters what you're doing. I know it doesn't matter what you're doing on video because there's like, you know, for organic, I don't think it matters, period.00:13:43:09 - 00:14:03:21UnknownLike you just have to be consistent on organic right now. Paid like video and you're running ads with that in. Yes those are scripted as a very well plan are there's a strategy behind it but from organic and here's why guys like Trevor at do you remember any videos you saw yesterday? Probably not. Neither do I. But like but you know, you saw people, right?00:14:03:23 - 00:14:18:13UnknownYou know, like, I know who I saw people on video, but I have no fucking idea what the hell they're talking about. Right? I just know I seen their face, but it's present. Like there's a article, the other that came out, like Gary Vee blows 250 pieces of content a week, and I was like, Holy shit, how am I going to do that?00:14:18:13 - 00:14:35:02UnknownWell, duties multipurpose. And he probably has like 5 to 10 core pieces of content he creates, and then his team cuts them up. And like what Trevor and I are talking about later. Yeah, and you have to posted it and guys, tick tock. Like I'm seeing people get big, big deals off Tik tok. It's not a little kid platform anymore.00:14:35:02 - 00:14:52:10UnknownThere's there's people on there's legit I'm not on there really I don't like it but if you're on Tik tok you need to be on Tik Tok. One more tip then. I want to another question for you. Don't take like your content and like not put it anywhere you're at. So like, don't go on Tik tok. If you're not on Tik tok, it's gonna work anyways.00:14:52:12 - 00:15:08:15UnknownLike, if you're not constantly on Tik tok, don't just go post the video there and there's no points not going to grow, right? You have to be engaging on the platforms. Your posting, your content and the ones that you engage with are where these videos would go, you know? So for what it's worth, Trevor, let's talk about some topics.00:15:08:15 - 00:15:22:13UnknownYou hit some interesting. I was asking about this like how do we what's the cadence, what's the frequency of a local based business like that? And you said it earlier and I want to touch on this. You said I would probably go like once a month is what you said, right? Yeah, exactly. I probably go once a month.00:15:22:14 - 00:15:39:23UnknownIf you're really feeling it, you could probably go about once a week. But I find that when you're talking more local, maybe don't have as much updates, but you definitely don't want to go like and I'm sure you've seen podcasts, they do an episode, say, today, and then they do another episode three months from now and then maybe four months and then maybe they do, you know, three all in one month.00:15:39:23 - 00:15:57:00UnknownThe following The long other notice all over. It's sporadic. Your audience wants to know exactly when the podcast interview is going to be coming out. So you might say this interview is going to come out the last Friday of every month or this interview is going to come out, everyone's one eight and Pacific or Eastern whatever time zone you're in, and you just want to be very consistent.00:15:57:00 - 00:16:13:06UnknownSo that way your audience has something to look forward to because, I mean, there's million, 2 million podcasts that are out there. Like if you're not consistent, they're just going to move on to different podcasts no matter, even if they really enjoy it, they're just going to have no idea when you're going to be producing it. So it's hard to build a following like that.00:16:13:06 - 00:16:29:16UnknownI know for myself when I'm listening to podcasts, the ones that I always stick to have a very consistent schedule. I know, Hey, this podcast is coming out on Tuesday. I can listen to it on Wednesday, Wednesday, I can listen to it on Thursday, so I have to look forward to. But if you don't build that, people are going to be like, I have no idea when this podcast is going to come out.00:16:29:18 - 00:16:51:18UnknownNow I don't care about it anymore. It'd be like Days of the Long Days of Our Lives not coming out the same time every year like Housewives Across America be fucking flipping out, right? Like imagine like, like it'd be almost be like I moved to California. Funny because I'm from Chicago, so football on Sunday starts at noon that when you move to California, move to California.00:16:51:18 - 00:17:08:09UnknownFootball starts at ten. And for like six months, my whole world was fucked up. Right? And I'm like, Dude, why? Why? You got to learn that? That's Kadence, you guys. So you have to if you're going to set a date, you have to stick with it. And that's true with anything like your podcast and can get any love for how long would you guess?00:17:08:09 - 00:17:25:14UnknownThe first 3 to 5 months could be that could be a year to be a year. And that's why people quit is they think they're going to go into it. And obviously this podcast that do are successful right off the bat. But typically they've built a following beforehand and then now they're dipping their toes into the podcasting space.00:17:25:14 - 00:17:45:00UnknownI mean, again, you're talking a year, maybe two years, before you really start to see some traction. And that's why people they'll start off, they're like, I want to start a podcast, let me go out and do it. They get so pumped up, they go out and do it. They do it for, you know, ten weeks or let's say a year, and they're like, I only have like five listeners on my show.00:17:45:02 - 00:18:01:24UnknownIt's not it's not worth it. And then they're just stop, stop doing it at that point again. Yeah, you can make a lot of money on the podcast, but it has to be very consistent with what you do and you got to know you're in it for the long haul. I mean, the easy part within the podcasting space is going out there and, and guesting on people's podcast.00:18:02:00 - 00:18:16:03UnknownThat's just, you know, that's an easy way to get started. But when you're starting your own podcast, you control all the content, which is the benefit of it. But again, it takes, you know, it could take at least a year or two and I don't want to dissuade anyone. You just got to know you're going to be in it for the long haul.00:18:16:03 - 00:18:37:15UnknownYou can't just start it as a passion project because it's going to. In Ignite, I'd see the benefits of the rewards as soon as you think it's going to be. And that's like such a good point. And this this is true on anything with personal branding. You know very well said because you're not going to get results. And it's that's why so many people don't do it and they don't last.00:18:37:15 - 00:18:57:02UnknownIt's not that you won't get the results. You'll never know how close you were. And then they just peel off. Peel off much like this guy's ten years on the show, ten years, 2014. And I've missed the most amount of shows this year because I was pivoting my own business. But before that, it was consistent. Every Saturday, every Saturday, every Saturday, every Saturday, when I don't have a show, I record myself.00:18:57:03 - 00:19:22:00UnknownI don't have a guest. But you got to be so consistent. On when you say you're going to publish, otherwise you don't have a show. If the news stops coming on at 10 p.m. every night, it's not the fucking news anymore, right? Discerning SEO value like search engine value. When you have a podcast because you're getting a lot of love and you get a lot of good link backs from like Lips in iTunes and all these other authority sites.00:19:22:00 - 00:19:47:21UnknownSo can you talk on that at all? Yeah, that definitely supercharges your SEO. I find one, you're getting those. You know, the links back to your site is definitely super helpful when someone's putting together a podcast interview title for the episode. I find that I want to throw it like I use a tool called Spy Food. You can use this tool like a AA drafts, same rush, any of those SEO tools, and I'll put it in there and see what it spits out to me.00:19:47:21 - 00:20:10:11UnknownAnd that's the name of the title of the podcast to make it very echo oriented. And then there's trans transcription services where you can embed the full transcription of the interview onto your website, and that's just going to be juiced up with SEO content. You could put the whole transcription, but I find just embedding it. Typically the website's going to load a little bit faster, it's going to have better page times and different things like that.00:20:10:13 - 00:20:28:05UnknownIt's just going to juice it up. I mean, and again, you might not see it right away, but I know from our end, from just doing in the podcasting space, throwing the transcriptions up there, I mean, it really grows here. I mean, it's SEO again, it might take six months for you to start to see the impact on the echo side of it.00:20:28:07 - 00:20:42:21UnknownBut the more you're consistent, you can think I know like you might, you've been doing it for ten years. You know, over the course of time you can start to see the spike of the SEO. You can start to see the listenership start to go up. And again, the longer you do it, the more often you're going to see these results.00:20:42:21 - 00:21:00:20UnknownYeah, but the SEO component super beneficial, I think with that and again I go back to the title, not just throwing anything up there, making it like specific for an SEO rich keyword and I mean I could go on all day. It's like, you know how to find the different keywords, whether you were difficult to search for and different things like that.00:21:00:20 - 00:21:25:11UnknownBut just for this conversation, just make sure you at least have some sort of search volume behind that keyword. So like, you know, mine, you know, let's say hypothetically, the title of the interview today, like the benefits of podcast casting and podcast casting is going to be that keyword, obviously the long tail keywords, the benefits of podcasts, casting, podcasts, guessing, you know, maybe it's getting 203 hundred monthly searches per month.00:21:25:13 - 00:21:44:06UnknownSo the now you're putting that in the title and then the interviewer say is all about podcast casting as an example. Then it's going to be talked about all throughout the transcription and it's really going to juice up your SEO content. So in a nutshell, that's how it would, how it would work. But yeah, you definitely want to just do the benefit from the standpoint of it.00:21:44:08 - 00:21:57:02UnknownVery cool. I think most people want to come on this show just for the link backs. I'm pretty positive most people, when they come on here, I know what they want. They want to either pitch their service or they want to come on and do like the link backs. And I understand we want the link backs all guys.00:21:57:02 - 00:22:16:12UnknownAnd I say Yes, as long as you have good shit. I think that that's really cool. Let's go to some topic ideas for them and then I think we get wrapped up. So I think people are going to What am I to talk about for 30 minutes? First off, those have to be 30 minutes. That's just a number I think we throughout I've seen podcast at 10 minutes or 15 minutes and all the that it just needs to be consistent, right?00:22:16:14 - 00:22:30:14UnknownSo I'm going to go I'm going to spitball. It's doing like a branding session. Just be fun. Let's think about some ideas you can have now. Personally, this is my opinion. I don't know if it's right or wrong. It's fucking right. Damn it.00:22:30:16 - 00:22:55:22UnknownI would deem the podcast to your personal brand. So for example, let's just say just Guy came in, I branded him a while ago and he comes to mind and he used to rescue dogs. So every house he sold, he would sponsor a dog. So my podcast would probably be called Man's Best Friend or at best something backyard like who's to say the San Diego Dog House or something like that, right?00:22:56:02 - 00:23:18:24UnknownSo I would theme it towards dogs, but every month what I would feature would be the best place to take your dog hiking, the best dog friendly restaurants because it's still real estate So community. So you need to be a tour guide. But I would go after a dog like in San Diego, dog friendly shit in San Diego, like you need a theme it still and match it to your personal brand, if that makes sense.00:23:18:24 - 00:23:35:24UnknownAnd I'll give you guys a couple more because you can't just be like, Here's today's market update. Here's just a about because you're going to go to Zillow and I'm going to get that information in 5 seconds. Looking at a graph, I don't need to listen to a 15 minute podcast for it. However, a real estate agent or even a lender doesn't matter.00:23:35:24 - 00:23:57:04UnknownYou're still local community based. So as long as you're talking about community, you're always reminding people what you do for business. So let's do another one. Let's say somebody is a workout fitness health buff. We'll say the same concept. I mean, do San Diego is where I live. If I was a health fitness and let's just say that I'm all into working out well, I'm going to create a series.00:23:57:04 - 00:24:18:03UnknownI'm going to publish once a month and every month I'm going to have a format. I'm okay. I'm going do the top hiking spots. I'm going to do the record setting healthy trends of the month, and then I'm going to feature and focus on all of the organic and healthy non-meat eating places. For example. As a matter of fact, I'd probably have some of those fuckers on my podcast.00:24:18:03 - 00:24:38:00UnknownI'd interview them, but I'm steaming it out. Right? Does that make sense? You're my talking too fast. Yeah. No. Yeah. No, that definitely makes sense. I could definitely see that aspect of video has to be your personal brand when you think about it. I mean, again, I know we touched on it briefly, but there's like 2 million podcasts out there.00:24:38:02 - 00:24:53:24UnknownWhy? Someone to listen to your podcast over another podcast. You got to make it specific. If you're going to start a podcast as a real estate agent, interviewing other real estate agents on how they became successful, because that's been done before. What are you going to do with that to make it more interesting, what it's going to be like in potatoes on it?00:24:54:05 - 00:25:07:17UnknownI got a good one for a lender. What do you think this would work Well, so let's pretend you're a mortgage broker. What do you really fucking do for a living? You crunch numbers, right? You give people the lowest monthly housing payment. So what if you had a monthly show that was nothing about the best deals of every month?00:25:07:19 - 00:25:25:10UnknownThat would probably work. You can literally just you could literally just budget crunch and go like this is the best place the cheap. Basically you're going to sell Like this is the cheapest place to go eat this month and feed a family of seven. So basically the biggest bang for the buck and you would have plenty of context that changes every month, right?00:25:25:12 - 00:25:57:16UnknownSo you just you deem it out per month. Think about Christmas like the best places to go buy gifts. Duh. And you could literally talk about and you could call it like budgeting San Diego. Yeah, exactly. And you're making it specific to your location. It's people now and then they and then, yeah, you're just talking about that. And then you briefly mentioned, hey you know so and so lender that is episode we're talking about this and then maybe put a spill halfway through the podcast if you're looking for a mortgage looking to refinance, looking for your next house, you know, contact me, you know, then you go back to whatever you're talking about and of00:25:57:16 - 00:26:13:02Unknownthe podcast. Thank you so much. Again, you know, if you're interested buying a house, contact me something. Yeah, something like that where you're at that point in your service, but people aren't thinking of you as like you're only trying to you know, you're being like over salesy with your podcast. It's not going to be like an infomercial for 30 minutes.00:26:13:04 - 00:26:34:16UnknownHere's the key, guys, is that your content doesn't need to tell people what you do. It needs to remind them what you do. Big difference. I don't know. And here, here, you know, my businesses, most people don't, but I have a marketing podcast full of stuff that is marketing ever. And then once in a while I'll slip you guys an offer, right?00:26:34:18 - 00:26:47:21UnknownSo like, if you don't have to, you have to remind people what you do for a living. You'll need a tailor. But he's right. If you start talking about you should buy a house. And this is why, like no one wants to listen to a podcast about telling me why you should buy a house like that might be the most boring podcast I think of all time.00:26:47:21 - 00:27:01:19UnknownYou might win the Guinness Book of World Records with that one because you run out of shit to say in, what, three months? Yeah, Yeah, exactly. I mean, if someone wants to figure out how to buy a house, they can just go on Google tape and how to know how to buy a house. And I'll probably an article for Zillow is right up there.00:27:01:19 - 00:27:20:13UnknownThey can go through it. All right, then. I had one. Actually. This is such a girl. She never took the concept, so I'll be happy to share it. It's a realtor and she had a really she wanted it. It would have worked. She's never did it. And she she wanted to do a podcast nationally about the craziness of real estate.00:27:20:15 - 00:27:41:02UnknownSo what it was an interview story, but about the craziest shit they seen. So a haunted house interview for Melissa Listing Agent selling a house where someone got triple murdered in the house that like a waterfall, open up in the middle of basement. Like the craziest crazy stories really, Which was interesting. Like that one. I think that one had legs.00:27:41:04 - 00:27:57:10UnknownYeah, Yeah, I would agree with that. I mean, I'd. I'd be interested. I think we called it Humor House, if I'm not mistaken. It was I think we named the show Humor House and I think of it as years ago, Humor House. It was like it's the funniest crazy things that real estate what they don't show you like that would have been fun.00:27:57:12 - 00:28:16:09UnknownBut you see where we're going, guys. It's like you got to sort of like, think outside the box a little bit, right? And once you have that theme is a lot easier to create content. yeah. certainly. Definitely makes it easier. And then again, you know, you're not just creating the cookie cutter content that everyone's going out there and creating your again, everything's going to be crowded.00:28:16:09 - 00:28:43:17UnknownPeople are starting their podcast, The Pod people in your own Market already started the podcast again. What can you do to make yourself stand out against the crowd? And again, like we've touched on, this is, you know, some great examples. So we touched on what does that SEO value, social media content, brand authority, brand positioning folks, any form of media is good and there's not really an option, I don't think.00:28:43:17 - 00:29:00:21UnknownI mean, you got to do media, whether it's a podcast, whether it's video, whether it's this. I just think you have to do it forever. Why don't you give us your final tips? Anything else you want to mention here? And anyone who's struggling maybe with a podcast, should I do that? Should I do this? What do you what are your final thoughts?00:29:00:23 - 00:29:18:19UnknownYeah, I'd say one. Yeah. If you're on the fence, should I start a podcast today? What's the benefit of this? I guarantee you competition's already doing it, already thinking about it. So if you're not doing it, they're going to be doing it and they're going to be the ones to get the leg up. And then too, I find the number one reason people don't start a podcast is a I guess it's twofold.00:29:18:19 - 00:29:35:18UnknownOne, uncomfortable. And then two, not sure exactly what to do. Of course, it's going to be uncomfortable. You've never done it before and there's free YouTube tutorials out there. Or you can go on Udemy purchase of course, for like 20 bucks you you'll learn exactly how to start your own podcast or you can outsource it again, Upwork five or different platforms like that.00:29:35:18 - 00:29:55:15UnknownThere's you can look up podcast editing companies, there's tons out there, podcast coaches, tons out there. So really no excuses other than you just again, coming over that anxiety and obviously it's going to suck. You're probably it's like the first couple episodes are just going to be normal like on anything else. But the more times that you do it, the more comfortable you become.00:29:55:15 - 00:30:09:16UnknownAnd think about like if you go into the gym the first time, you have no idea what to do. But then you go to the gym six months a year. Now you know exactly what to do. You know what weights to left, you know exactly how much to lift, what those weights exercises to do. Similar to like a podcast.00:30:09:16 - 00:30:23:05UnknownThe more that you exercise, the better you get. That's yeah, I would say those are really the last two pieces of advice that other people are going to be doing. There's going to be other realtors in your space. I'm just giving an example of the realtors. There's only other ones out there that are going to be creating content.00:30:23:05 - 00:30:41:21UnknownEither this you're already creating content, so how can you compete with them and not fall behind? And then to start your own podcast, just you just got to do it. You got to be consistent with it. Understand it might take a little while, but you're really going to reap the benefits at the end of the day. Yep. Anything you guys do in content creation, just know that you're you're always have to multipurpose the content.00:30:41:21 - 00:31:02:03UnknownIt goes create, distribute and then multipurpose. And as long as you follow that formula, I'm a firm believer that no matter what you do and form of media, it's always going to pay off eventually because the most the biggest assets you have on anybody is your personal brand. It's not your bank account. So personal brand is recession proof, folks.00:31:02:03 - 00:31:22:07UnknownRemember that. So I appreciate it, dude. Great time. Why don't you tell people where they could reach you if they want to learn more about what it is you do, don't you? Tell them it is what you do. Sure. So we work with folks primarily like the real estate space to go out there and our services either get our clients booked on podcast, help them start their own podcast, editing their podcast, different things like that.00:31:22:12 - 00:31:41:06UnknownBut again, been in the space since 2017 and just been working with us. They can just check us out on our website. Podcasting. EW.com Just podcasting. Why are you dot.com? They want to get connected with me personally. Just check me on LinkedIn or Instagram under my name, cover all of them and happy to connect and chatter. Appreciate you, man.00:31:41:06 - 00:31:57:18UnknownThanks for coming on and thank you for listening to another episode of The Realest Stay Marketing Do podcast. Folks. Check us out. Check out our new software we have. If you're looking to get in content creation, you need to check out referral suite. Referral suite. We help you script not get in the video side. We don't help you script.00:31:57:20 - 00:32:15:17UnknownWe distribute your social content or we give you the content to create a social media video email and automate your direct mail each month so that you can take on the omnipresent channel approach Farming your database, your relationships. They stop forgetting what you do and they start remembering who you are and more importantly, sending you their referrals. So check that out at referral suite and thank you for listening to the episode.00:32:15:17 - 00:32:35:24UnknownThe rest of you are going to do podcast. We'll see you all next week. Piece. Thank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW dot Real Estate Marketing dude dot com. We make branding and video content creation simple and do everything for you.00:32:35:24 - 00:32:47:00UnknownSo 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.

ResourceCheck Out Brit PropertiesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:06:09:10 - 00:06:30:05UnknownWhat's up? Ladies and gentlemen, welcome. Another episode of the Marketing Dude podcast. Folks, if you've been following last few weeks, the name of the game right now is thinking outside the box and doing things a little bit differently and opening your eyes to new things. There's lawsuits, there's all kinds of shit going on in the real estate industry, and whenever there's turmoil like this, there's also a lot of opportunity.00:06:30:05 - 00:06:45:19UnknownBut you have to be able to see it and take advantage of it because it's during the shifts that the people from nowhere make big names from themselves, and the ones who are big names end up drowning. And I like to bring a lot of different perspectives onto the show. So I don't know. This guy is from Chicago.00:06:45:20 - 00:07:06:18UnknownThis is two Chicago people in a row. So you're welcome. There's a reason why we're fucking awesome. It's because we work hard. Unlike the people in California. No offense taken. No, we're there. We're going to go out and introduce our guests today. We're going to be talking about industrial real estate, industrial investing. It's much different than what we've typically talked about.00:07:06:18 - 00:07:23:15UnknownDon't think we've ever had this on the show. So I'm excited to see where the conversation takes us today. So without further ado, let's go out and introduce our guests. Mr. Joel, Fred Friedman. FRIEDMAN How do I want to say it? Friedland. Friedland okay, I'm all right. Sorry. I did see the land at the end. Well, how are you doing it?00:07:23:15 - 00:07:43:16UnknownSay hello and now tell us a little bit about yourself. Sure. So I live in Chicago. I grew up in a suburb of Chicago called Highland Park. And when I was 22 years old, I graduated from the University of Michigan, by the way, two years there and before that, two years at San Diego State. So I love San Diego, where you live.00:07:43:18 - 00:08:11:06UnknownCongratulations on your championship. Thank you. Thank you. Big deal. Yeah. Yeah, it was awesome. So right after graduating, I wanted to get into real estate and I thought, I'm going to get into residential real estate because that's what I do. And a friend of mine introduced me to a family that owned a business called Podolski Podolski Family, and they owned 84 industrial buildings and we're looking for a leasing agent.00:08:11:08 - 00:08:39:13UnknownSo and a property manager. So I interviewed them on a Thursday and I started on Friday. And because I was, I think, a pretty good interviewer. Interviewee they hired me right away and said in 1981 interest rates were 17%. They had 84 buildings, ten of them were vacant, and they wanted me to figure out how to do the lease up of their vacant industrial buildings.00:08:39:13 - 00:09:08:21UnknownFirst of all, you have to understand what an industrial building is. An industrial building is is usually in the way they have industrial parks in every city and every town has them. In Chicago, there were 16,000 industrial buildings, but most people never even heard of it. An industrial is where warehousing takes place and distribution. So for today, the famous industrial tenant is Amazon.00:09:08:23 - 00:09:47:01UnknownAnd but every store has a warehouse. Every chain, every restaurant chain has a warehouse. And then there's manufacturing where every product if you look around in the background here at this place, everything the back in my background was made in an industrial building, manufactured or assembled. Your headphones, your hat, your microphone, your shirt, the computer, everything. An industrial, therefore, is really the backbone of the American economy as far as supply chain, logistics and creation of products.00:09:47:03 - 00:10:08:18UnknownI knew nothing about it. So it started out as an industrial real estate agent. I didn't even have a license. Did you ever need one then? In 81. yeah. yeah. And the Podolsky said, You need to go get a license. You're going to act as a broker. We're not going to tell anybody. I think the statute of limitations is up from 42 years ago.00:10:08:20 - 00:10:32:09UnknownSo you're you're saying about a license. We're going to find out if you're even worthy of backing you and having you go out and get a license. So we're going to see what you can do. So Mr. Podolsky, Steve Podolsky, who was my mentor, told me to get in my car and drive to industrial parks and look around and figure out what industrial is.00:10:32:11 - 00:10:56:21UnknownAnd it was summertime and the weather was beautiful and I knew they had vacant buildings. So I drove to a town where they had a number of vacancies called Schiller Park. Where Airport? Yeah, I parked my car on the street in an industrial park and I just started going door to door to companies like big companies where they have 30 employees or 50 or 100 employees.00:10:56:23 - 00:11:19:05UnknownAnd I walked door to door into each building and I'd walk in. And at that time there were receptionists. There's always a receptionist. They were the people who answered the phone and greeted people. And I'd walk up to the receptionist and I'd say, Who do I talk to about whether you guys might want to move your company to a building that's available a block away?00:11:19:07 - 00:11:46:01UnknownAnd I had a stack of fliers with me that had the pictures of the buildings and all the specifications, and by doing that, I actually found tenants who were looking to move. It was a really rough time though. In 1991, there was a really bad recession. It was similar to how it felt in 2008. Yeah, real bad. And people who aren't as old as I am don't remember that because they weren't there.00:11:46:03 - 00:12:12:01UnknownAnd then there was another recession, by the way, in the early 1990s, 1990 and 1991. So I've been through these cycles and I learned that when that first job, that when things are bad, you have to work harder. You have to talk to more people and you have to find more opportunities by just having total perseverance. And after being an agent for the Podolski, I became a tenant rep and a buyer rep.00:12:12:01 - 00:12:50:21UnknownAs a broker. I got my license and I represented tenants. I had some really interesting tenants that made products that, you know of that are out there, your microphone. Is that a Sure this is an idea actually, it's such a good question. I think this the at 2100 is the one I originally had, but I bought new one same model or not also sure sure as a microphone company and I'd say they they take they're a major part of the microphone market and I call on them because they were in Niles, Illinois, and that's where one of the Podolski buildings that was vacant was located.00:12:50:23 - 00:13:09:10UnknownAnd I actually stopped in and I talked to them and I said, Hey, how would you like to move to the warehouse That's about four doors away? And they threw me out. Yeah, I got thrown out of a lot of places. I one place I walked in and there was no reception. So it's just this guy chomping on a cigar at the desk by the front door.00:13:09:10 - 00:13:51:05UnknownAnd I said, Hi, I'm here to see if you might consider moving. He says, Go buy, get out. Yeah, there was a lot of that. So I was just I was a perseverance machine as an agent. And then about nine or ten years in, I decided it was time. Maybe to start investing in industrial real estate. So I put together a syndication, my first one and I raised $560,000 and $20,000 chunks from people that I knew from my family locally, from building relationships with clients who were tenants and owners of companies.00:13:51:07 - 00:14:16:16UnknownAnd we did the first deal, we did the second deal, and now we've done 100 industrial real estate acquisitions. So syndication, what would you say would be the pros and cons to it as opposed to syndicating multifamily? Because I know a lot of a lot of people are very familiar with, if you're not familiar syndicator, multifamily goes watch like 20 shows on this podcast or just just look at Grant Carter like it's all over the place, right?00:14:16:18 - 00:14:41:24UnknownSo what's the difference between in Yeah, walk us through the pros and cons like why industrial over multifamily? Because I would, I think the email is this or is this like the the sleeper cell here because everyone saying, industrial office like people are commercial real estate investing sounds scary right now in the general public. So industrial is the hottest asset class in real estate right now.00:14:42:01 - 00:15:13:16UnknownAnd the reason is because the Internet has caused a need for warehouses, because every time a store sends a warehouse opens. Also, there's a lot of political trouble with China and a lot of products are made in China for American companies and companies who struggled with supply chain issues during COVID and still are. And some of the problems between the United States government, the Chinese government, because we're mad at them for stealing our stuff, Right.00:15:13:18 - 00:15:39:13UnknownAnd for not playing fair. A lot of companies that used to make products in China are now bringing it back to North America, and that's called reshoring. So the two trends, the Internet and reshoring have made industrial the hottest. And it's interesting you say that, cause I just spent a week in Chicago for Christmas and my folks live on the South Side near Joliet and Crest Hill, Romeo Ville area.00:15:39:15 - 00:15:59:00UnknownAnd literally since the last time I've been home to the time I was there, I can't tell you the amount of warehouses from Amazon Target just moved in on Weber Road. Well, Wayfair is right there. Like there's just a tremendous amount of warehouses and they're not very expensive to build. So just like a big vanilla box essentially. And then there's a big box.00:15:59:00 - 00:16:19:00UnknownThey're big boxes, they have little boxes, they have tall boxes, they have short boxes. Some of them have a lot of loading docks for trucks. Some of them just have a few loading docks. Some have a lot of office on one end. Some have almost no office in the middle or on the end. But here's what's great about industrial that people don't know.00:16:19:02 - 00:16:47:19UnknownAnd I'm not trying to say, Hey, everyone get involved in my business. But when people hear this, they really like it. The cap rates are higher because everyone's in residential. So the competition in terms of demand or investments in multiple family, you can find thousands of people who do multifamily work. And if you look at every podcast, there's only three or four industrial podcasts.00:16:47:21 - 00:17:11:06UnknownYeah, I get I get pitched for like real estate investors for this show. Like I get like three a week. It's nonstop is just like a guru every like minute, like popping up. Yeah. So the yields on multifamily because everybody's cramming in and there's too many people in it are running somewhere in the neighborhood. It's been is depending on whether it's on the coasts or whether it's somewhere in the middle of the country or whether it's Nashville.00:17:11:08 - 00:17:44:24UnknownYeah, but the yields, if you invest in a multifamily deal or anywhere between five and six and a half percent and in my industrial deals, I wouldn't take less than 8% of my life depended on it. I'm not interested in that. And there's a reason for that. It's because it's riskier. Usually we buy single tenant buildings. If you have a multi family complex with 300 units and you have ten vacancies in a month, you still can pay your mortgage.00:17:45:01 - 00:18:09:17UnknownWell, we'll get into mortgages because that may not be true as rates have gone up, but there's less risk because there's diversification inside of that one investment with industrial, if I have a tenant and let me give you an example. Comcast was a tenant in one of my warehouses. They have to keep their equipment somewhere and the cable guys have to pick stuff up and they have to drop stuff off at a place to park their vans.00:18:09:19 - 00:18:37:16UnknownSingle tenant If Comcast leaves, I'm 100% vacant, but in the meantime, we own that building for 15 years, and by the 15th year our return was 32% yield per year because it went up every year. That's the other thing about industrial. We have generally built in escalations every year. And here's the third thing. That's that's maybe the best.00:18:37:18 - 00:19:03:01UnknownWe love manufacturing buildings. We love buildings where people have equipment and they put racks up. They can't leave. I was going to say it's like golden handcuffs. It's expensive to leave once you do it. Yeah, they can't go once once they're in, especially manufacturers, because they bring in, let's say, 30 machines into a 30,000 foot building and it might cost $50,000 per machine to move.00:19:03:01 - 00:19:32:07UnknownIt would cost over at least to move. So they just stay and stay and stay. So you've got higher returns. You've got automatic annual escalations, you've got this long term type of tenant. And one of the great things also about industrial is they're really easy to manage. So if you're if you have 100 units, yeah, no one's calling you, no one's calling you to unclog a toilet.00:19:32:07 - 00:19:53:14UnknownThey're no we have what's called now. That's right. What's called net leases and net lease is where the tenant pays everything. It's what I say to a tenant when they walk into one of our buildings, the potential new tenant, and they say, What are we responsible for? My answer is this It's very clear. It's as if you own the building, except you don't own it.00:19:53:14 - 00:20:16:05UnknownYou pay rent instead of owning it. And what I'm saving you is not having to invest the down payment. It's our money that's invested and you don't have to get a mortgage and you don't have to worry about paying all the the things that are behind the scenes that I do. But you pay for the mowing the lawn, you pay for the trimming of the bushes, you pay for the parking lot to be maintained.00:20:16:05 - 00:20:38:24UnknownIf it's Chicago, you pay the snow removal, you pay the taxes, you pay the insurance, you pay the plumbing problems. Everything sounds like a pretty damn good deal for a landlord. It is. So we love being an industrial landlord because our tenants pay everything. So, you know, it's it's the best kept secret. That's not a secret is an industrial is a fantastic asset class.00:20:39:01 - 00:21:09:23UnknownBut the reason that it's difficult is because individuals are afraid to invest in either a 100% occupied or a 100% vacant building. That's why so many syndicators do multifamily, as opposed to what I imagine the acquisition strategy is going to be a little bit different in in in industrial versus multifamily. So if I was if I were syndicating multifamily, I'm looking for value highest and best, something that's partially occupied probably right.00:21:10:00 - 00:21:26:24UnknownI could go in there, still have some cash flow, fix up some of the places and then increase the cash flow over time and then, you know, stabilize it and then exit in five years or so. What would you it sounds like an industrial. Are you already having the tenant located before you go out and invest? This is first one.00:21:26:24 - 00:21:46:02UnknownAs a personal investor, do you have your tenant located before you go out and buy the industrial building? They're going to lease first because that seems super safe. If that's the case, yeah, I've got a really strange niche. This is the most bizarre thing you ever heard because this is sort of like you're being a a voyeur in someone's conversation about something that really happens.00:21:46:02 - 00:22:17:09UnknownThe background that nobody knows about unless they're wealthy families, own businesses. The reason is Grandpa started the business like I've got a company that makes fruit juice concentrate in two of my buildings in Chicago, right on the Chicago River at Belmont Avenue, very close to Western Avenue now, right here, That's a it's a beautiful location on the river where one day we think the industrial buildings will be torn down and maybe, Yeah, it's going to be all lofts.00:22:17:11 - 00:22:41:08UnknownYeah. Condos overlooking the river with a water feature. Right. I actually had a lot of listings at 2911 Northwestern, and that's like the only loft building on the river. I know exactly what you're talking about. It's such a beautiful location, and the tenant's been there since the 1990s. But let me explain what happens. Grandpa was in the fruit juice business in Melrose Park with his brother.00:22:41:10 - 00:23:15:11UnknownThe brothers had a fight, so they sold the business to get rid of each other. And Grandpa went and started a new business doing the same thing that he knew how to do, which was make fruit juice concentrate. The first company was called home Juice Company, very big company, and they're still around. But this family sold it. The grandpa and the son and the daughters started a new fruit juice company in Chicago near where they lived and built it up in a nine years.00:23:15:11 - 00:23:43:06UnknownThey sold it to the Rockefeller and the Mellon family that had a private equity group out of New York. So they sold that for millions of dollars. But the building was still there and the family still owned the building and the private equity company didn't want the real estate. They hate real estate. They only like operating companies that they can throw some fairy dust and fix them up and hire some people and make some profits and then sell it again.00:23:43:08 - 00:24:18:09UnknownSo this private equity group bought it from Grandpa and the kids. And what happened next was even more fascinating. The company that bought their company sold their company to a group called Hutchins, which is a conglomerate that owns 400 stores and seven companies. But who's the landlord? The family is still the landlord. So grandpa dies. Now it's the widowed wife, smart, and the three kids and they want to get rid of the building and get rid of each other.00:24:18:10 - 00:24:48:11UnknownThey no longer want to be tied together after all these years. So I find families that used to own the business, that now own the building where the tenant who's in there is the company that they started and don't own. Wow. It's a crazy niche. Yeah, I'm buying a building right now from a family who started a business that makes telephone emergency telephone posts.00:24:48:13 - 00:25:13:16UnknownYou ever go and university campuses and garages? Yeah, Like the little yellow phone. Yeah. So it's called Top of phone. It was started by Grandpa. The kids never went into business. Grandpa had a partner. The partner had no kids in the business. So the two older guys in their seventies and eighties sold the business to a private equity group.00:25:13:22 - 00:25:40:09UnknownAnd now the family's on the property and they want to get rid of it and no longer be partners with each other. So let me ask you a question on that. That's interesting and I just want you guys listening. Just the principle he just outlined will apply to anything. It's not just like industrial, like, you know, he's developed a niche and I'm guessing you developed that type of you figured out who that avatar was probably after you bought your fifth or eighth building or something, you're probably like, Wait, hold on a second.00:25:40:09 - 00:25:55:08UnknownLike, you're realizing that, right? And it's no differently for you guys. Like look at your own last five closings. You had your last five listings. Where are they coming from? Because people don't double down ever. They never focus in because we're like squirrels, right? Everybody just goes. We cast a wide net because we think we should be relating to everybody.00:25:55:08 - 00:26:19:00UnknownBut the riches are always in the niches, aren't they? Yeah. And Chicago, because we've got 1.5 billion square feet. It's a gigantic market. Yeah, it's, it's centralized. So we have, you know, we have rail, we have highways running everywhere. So it's in the middle of the country. So every industrial company has to be here and wants to be here in Chicago.00:26:19:02 - 00:26:47:06UnknownAnd so our niches laser focus only on Chicago, knowing the market inside out, knowing the tenants, knowing the building owners and knowing all the industrial brokers. There's 300 industrial brokers in the Chicago area. And that's a lot. That's a lot. And all of them are experts and most of them are fantastic. And so they give us all of our data, our information, because they're in the market every single day.00:26:47:06 - 00:27:27:14UnknownSo we talk to the brokers every day. And what we do that's really bizarre is we buy these buildings all cash and no mortgage. So it's it's different. You syndicate every building you purchase. Is everything always syndicated? Are you buying up your own funds now? Yeah. Yeah. And three out of every four are no debt. And the reason that we do no debt is because I've been through the cycles and right now I have friends who are being so badly hurt by what's happened with interest rates at some floating rate debt and they have locked in rates yet and now the rates are super high and tenants during COVID, if it was not an A00:27:27:14 - 00:27:47:12Unknownproperty, if it was a B minus or a C property, tenants couldn't pay and then they told their neighbors they weren't paying and then the neighbors didn't pay rent. And so then 20% of all the tenants are paying rent, plus rents aren't going up, plus the mortgage doesn't make sense and it comes up for refinancing and so debt kills.00:27:47:12 - 00:28:12:23UnknownBut listen, there's two things about debt. Either you become rich because you use debt when your timing's good, when rates are low and when cap rates keep going down. But when cap rates go up, interest rates go up, Refinancing difficult. Having debt can be you know, I say debt of debt is death. Debt is death when things go against you.00:28:13:00 - 00:28:34:07UnknownHowever, when it goes for you and in it, you happen to be in a lucky period where debt works, you get rich. So like look at the rate which are 2% in the last market. If you got it, would you do it at a 2% rate? No, I would not go cash. What would be your look? What are the costs of maintenance for an industrial building?00:28:34:07 - 00:28:59:07UnknownLike if you have a debt free, what's your what's your liability there? What's your exposure. Ten. It pays at all. Yeah. So is there any is there any. So you don't really care like it doesn't matter that the market could crash tomorrow and you're still insulated. I right now I'm feeling so comfortable that we we may be stupid because we can't get rich, but my investors are the kind of people who don't want to lose their money.00:28:59:07 - 00:29:20:07UnknownThey've already made a lot a lot of these family businesses that have sold that. I buy buildings from there. The same kind of families that invest with me. The members are already wealthy because grandpa started a company and the son came in and ran it and sold it for $300 million. And now to them, a small investment is 2 million or 3 million.00:29:20:07 - 00:29:45:23UnknownSo I have our minimum investments, 25,000, because not everybody is that rich. But we we really have a a network of wealthy people who love our stuff because there's no debt and they feel safe. Yeah. But they also know that if they want to gamble, they can go to other people. Someone who's in multifamily with a lot of debt can make a lot of money.00:29:45:23 - 00:30:07:24UnknownSo so I'm not saying and everybody should put all their money in something that has no debt, that's industrial, that's got a higher risk profile when when a tenant leaves. But most tenants do stay for an average of 18 years in our buildings. What's a year is this? This is long term hold. You have like a five year exit strategy or anything like this, or you want to hold these and you want hold these forever.00:30:07:24 - 00:30:26:24UnknownAnd this is just mailbox money. Yeah. And if someone wants to get their money back, I have enough investors that I introduce party to party B and I have them talk to each other and one buys the other one out. We do that about, you know, three or four times a year. Someone calls me and says, Hey, Joel, I need my money.00:30:27:01 - 00:30:49:00UnknownI'm here in California. I've got a son who's struggling and I need to buy him a condo because I'll never have a job. And, you know, I need to get my million out. So I introduce Jim in California to Steve in Boston. And Steve says, I know it's worth a million, but I only pay you 900,000 for your investment.00:30:49:02 - 00:31:11:16UnknownAnd so Jim says, okay, make it 950. So that's called rule 144. From a security standpoint, it's not selling securities because I'm not offering it to the public. It's when one party buys out another party. And so rule 144 is how people get out. But when they get in, I tell them this we're long term holders for a good reason.00:31:11:18 - 00:31:30:07UnknownThe rent goes up every year, the tenants stay. And how do you replace when we find a great building like the the Tampico fruit juice building on the river, how are we going to find a better building than that? Why would you got a lot of money and you have an exit strategy too. So you're right. Someone in that location will eventually pay.00:31:30:07 - 00:31:51:24UnknownI need the developers in the condos. Yeah, and you could review it at the time. You know, it's an option. We have a seven year lease with Tampico, so they're there for seven years from the purchase and there's one next question. What's a typical what kind of lease terms are favorable in this when you when you especially out an acquisition like and you have a new tenant coming in, what is the standard like?00:31:51:24 - 00:32:12:04UnknownWhat's the what do you typically look at for something like that in terms of what lease terms like time, length of lease, specifically, our average lease is seven years, a new lease with a new tenant. The seven years when we buy a property, sometimes we get three or four years that are left on an a longer lease that's already burned up a little bit.00:32:12:06 - 00:32:31:07UnknownSo the risk is the tenant. The risk is look is analyzing the tenant and accepting the right one, because if they go out of business and it's manufacturing, I'm trying to get them the hell out of there. yeah. And I have I have nightmare stories that I get about getting rid of tenants. And you'd be surprised at who the bad tenants are.00:32:31:09 - 00:32:47:21UnknownThe worst tenants are the automotive guys. They're they're tough guys. They have to be because people don't trust them. Hey, you're telling me something's wrong with my car or my truck and it's not really wrong and you're lying to me. And then they charge them a lot and then they don't want to pay them and they have to wait to get paid.00:32:47:23 - 00:33:27:03UnknownSo the automotive guys are the most difficult. And actually, of the five tenants that I've ever evicted out of hundreds and hundreds of tenants, three were auto guys repair either body shop or repair guys. One guy right now was not paying rent. I love the guy. He's a great guy, but he does custom painting wheels. Like if you buy a really fancy BMW that's all souped up, you might want the the wheels, which are really nice too, to be like a metallic blue, right?00:33:27:04 - 00:33:41:05UnknownYeah. So he does the painting of those wheels. And I talked to him this morning and I said, Look, you've got to get out of the building. You owe me three months of rent. And I said to my son, I work with my son and I have them come over to your house and paint all your damn wheels.00:33:41:07 - 00:34:00:07UnknownNo, no, he is right. 7000 a month. It's a little building. His rent, 7000 a month. Plus he pays the insurance, taxes, the maintenance. He hasn't paid anything for three months. So this morning I was on the phone with them and I said, You got to get out of the building. We're going to evict you. He says, okay, okay, I'll pay.00:34:00:07 - 00:34:15:10UnknownI'll pay. Hey, you know, we had to get tough. We don't do that. We are really good to our tenants. Yeah, but he hasn't paid rent for three months. I have to take a stand. So just a final question in that scenario, because there's no debt on the building, who cares? You know, there's no risk like the investors might not.00:34:15:10 - 00:34:36:02UnknownI mean, there I mean, you obviously care, but there's not like, holy crap, we're losing $20,000. Are you just not generating cash flow? No, actually, it's worse. How do you know? I guess because he's supposed to be paying the taxes, insurance and maintenance. God. And consider those. Right? So the building's a little tiny building. It's 10,000 square feet.00:34:36:04 - 00:35:01:24UnknownThe taxes, insurance and maintenance all together. All of that is it's probably $40,000 a year, which is four bucks a foot. But that's $3,000 plus per month. So he owes 9000 in expenses that we have to pay. If he doesn't pay it, plus the rent that we don't get, you know, thank God we don't have a mortgage and nobody to our neck because banks have no sense of humor.00:35:01:24 - 00:35:19:08UnknownYou have to pay them right at a mortgage. We we'd be gone. my God, How are we going to pay the mortgage? The guy's not paying the rent. But here's what's happening. I told the investors that we have a projected return of 10% on their money. So if someone puts in 100 grand, they're going to get ten grand a year.00:35:19:14 - 00:35:40:09UnknownWe pay it quarterly, so they get 2500 a quarter. And I had to explain to them at the end of the year, this past year, why they didn't get their distribution at the full amount. And so how long is this going to happen, Joel? I mean, I put 100 grand with you so I could make the 10,000 a year.00:35:40:15 - 00:36:04:20UnknownYeah, didn't make 5000 this year. And by the way and to, to release it, I have to pay a brokerage commission probably to an industrial real estate broker who brings a new tenant. Chances are I have to do a paint job in the office, maybe carpet the office and any little things. And by the way, they may ask for a month or two of free rent is a concession to sign a five year lease and say it's going to take me time to get set.00:36:04:20 - 00:36:23:08UnknownI need some free rent. So retesting is expensive and not collecting is bad. But can you imagine how awful it would be if we had a mortgage? Yeah, that would get ugly. Do you always. Why do you locate the tenant first, or would you buy something with an existing tenant in there and let's say their leases up in two years?00:36:23:10 - 00:36:46:08UnknownWe do all of that. All that we bought buildings with one year left, with two years left, with five years left with seven. My preference is to buy a building that's got five or seven years left. It gives us a lot of time to do a lot of things. Sure, Yeah. Very interesting, Joel. I like it. Any other.00:36:46:09 - 00:37:15:11UnknownWhat would you tell someone listening right now? Just sort of thinking about, you know, maybe they're looking at there's a lot of people making career shift within real estate right now. I think you sort of made a good claim, at least a good pitch for the industrial industry here today. Yeah. Yeah. The other thing I'd like to say is that I love real estate, and in 42 years of career in real estate, I have been so lucky to build these relationships with investors and tenants.00:37:15:13 - 00:37:38:21UnknownIt's all about the relationships and that's really the main thing. And I've heard you say that. I've heard you say that. I've listened to you say that that is your main thing. Yes. It's agree with it and it makes sense. And I'm completely on board with all that matters, is taking care of your people and making sure that you care about what's the old saying is Dale Carnegie, Nobody cares how much you know until they know how much you care.00:37:38:23 - 00:37:59:24UnknownYeah, all of that. Good way to end it. That's right. It doesn't. And this is a relationships and anything in life. I mean, I can't tell you without relationships. There's nothing there. And speaking of relationships, for these guys who are listening, you need to check out my new software referral suite, because that's all it does. It helps you manage, nurture and stay in front of those relationships so they stop forgetting who the hell you are.00:38:00:01 - 00:38:14:03UnknownBecause regardless of what business you're in, you have to maintain those relationships. So nobody hires the person they don't feel comfortable with. Everyone hires the person that they're recommended to they know personally or that they've used in the past. And if they are a stranger and they don't know that person, trust me, they're doing a little bit of recon on you.00:38:14:08 - 00:38:30:13UnknownThey're looking online and they're asking people about you so called lead generation, at least in the real estate business. It's so highly relationship based. It's a big investment. So people can do that with someone they know they can trust. Awesome. Dude, I appreciate you having coming on the show. Love having fellow Chicago people on and thanks for sharing your insights.00:38:30:13 - 00:38:47:12UnknownI'm going to actually check out a lot more industrial stuff. You open my eyes are to a lot of different ways to look at that and look at it from this point of view. But you opened my eyes in a different light. So I appreciate that. Thanks for listening. I will see you guys next week and another episode of See you then and A's.00:38:47:15 - 00:39:11:13UnknownThank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW W dot Real Estate marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.00:39:11:17 - 00:39:14:12UnknownThanks for watching. Another episode of the podcast will see you next at.

Marketing is everything, and big part of that is ads. I know, it's a confusing subject, but we are gonna break it down for you. Today, Stephen Whiting joins us to discuss retargeting, potentially the most important thing you can do for your brand.ResourceCheck Out Street TextReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What's up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast and welcome. What we going to chat about today is how to follow people around the Internet. Have you ever been shopping? Maybe if you're a woman, you're shopping for shoes. I know you are. Don't lie to me. And if you are, that shoe started following you all over the internet.00:08:42:18 - 00:09:03:19UnknownThat's called retargeting. If you're dude, man, I know maybe you're looking at an ax throwing shit banger golf simulator, whatever the hell it is, but also that thing's following you all over the internet. The reason why remarketing is so important is not is because you are not that important. And people might see you, they might interact with you, they might message you once, they might visit your website.00:09:03:21 - 00:09:22:10UnknownBut it is such a busy world that literally they're going to forget that they were even there 24 hours later and no one converts on the first touch, much like your significant other did it either. You made her laugh, you dated her, you bought her flowers. I don't know what you did, but you did something. And it happened over multiple touches and eventually you won him over.00:09:22:12 - 00:09:38:13UnknownThat's sort of the idea here with retargeting. And what we're going to be chatting about is that how do you get more of your content seen? And then more importantly, how do you make sure it gets to them? Because a lot of people just make but also making content. And if you're not running ads well and your content isn't good organically, well then how is anyone going to see it?00:09:38:13 - 00:09:56:16UnknownSo we're going to solve all those problems on today's episode. And without further ado, I want to go ahead and introduce our guest today who is the CEO of Sweet Street Text. Right. Thank you. And Mr. Stephen Whiting, he's really cold right now because he's like in the thunder, like, I think he's like an Antarctica or something. But welcome to the show.00:09:56:16 - 00:10:14:10UnknownWhy don't you tell our listeners hello and say tell us a little bit about yourself, what you do. Thanks, Mike. I'm super excited to be here. Yeah, big Arctic front just blew in and the office is freezing. So if it sounds like I am, my teeth are clattering. They most certainly are, yes. So my name is Steve Whiting, as Mike mentioned, CEO of Street Techs.00:10:14:10 - 00:10:40:09UnknownSo we make it really, really easy to run effective ads on Instagram and Facebook to generate leads. That's kind of been the main thing that a lot of people know us about. But what they don't really know behind the scenes is that to be successful on those platforms, it's really about building up the content, the no lack of trust and having a lot of rotating content that's going to warm people up and help you convert those leads because you know it's top of funnel and but the industry is changing.00:10:40:09 - 00:10:58:12UnknownYou know, a lot of businesses, things are changing in the marketplace. And if you understand the concepts that will go through today and you can put implement them into your business, it's a complete game changer. You go from trying to win business to people like literally thinking of you as a celebrity by the time you walk in and have that listing presentation.00:10:58:12 - 00:11:13:10UnknownYeah, it's sort of weird. If you do a version with video, you're like, You watch that. Wow, it's crazy. I know you actually watch that. But yes, people will watch your stuff. But here's the key. Guys know like and trust because no one hires a stranger, especially when they're selling like the biggest asset that they're ever going to use with.00:11:13:12 - 00:11:29:24UnknownBut here's here's my I don't think you could be online without retargeting today. What's your opinion on that? Yeah, I agree. We actually even say it's probably one the first things you should do. You've got a website, you know, you've got, you know, maybe even you know, you do open houses, you collect names, numbers, you put them in your database.00:11:30:05 - 00:11:51:22UnknownIf you've got nothing to stay in front of all of those people automatically, then you're just missing out. They're going to forget who you are. So really what you should be doing even before you leave you generate leads is you should actually have a bunch of content that's out there that when people hit the website or they see something of yours for the first time, you're now circling around them or sticking around them and showing up in all the different places they show up with.00:11:51:22 - 00:12:13:14UnknownRemarketing content and remarketing can seem like a big, complicated process, but it's really not, you know, and it can be done quite simply. There's just a few key audiences that you need and a few pieces of content that you need that are like staples, and then you can just build from there sites and simple and you guys, why this is like really important is think about it's got a real stakes.00:12:13:15 - 00:12:32:04UnknownI think when people get out of their business it's easier for them to that's how it applies to mine. So let's just pretend we were, I don't know, booking a vacation. I was doing something, I think a Travelocity or something like that. One of those sites I was looking for different or maybe was VR bio, something like that was looking for different timeshares type stuff.00:12:32:06 - 00:12:56:20UnknownAnyways, I forgot I was looking at it until I saw it again on like Google. Then I saw it again on Instagram and I saw it again on on Facebook. And I didn't click and engage back in until 930 at night when I actually had the time to do so. You know. So one of these things that I want to start with on this first is just the importance of creating just organic content to sort of go hand in hand with your remarketing content, right?00:12:56:22 - 00:13:14:17UnknownAnd what happens in today's world and I'd like to get your opinion probably you have way more data on this than I do. But I think when people make a buying decision, whether it's a couch, a vacation, a piece of a house or fucking mortgage, that they go to that guy's Facebook page first because that's almost become today's resume.00:13:14:23 - 00:13:35:16UnknownSo to give you an example, I had a guy on yesterday I'm learning about on these podcasts and he has a video pinned to the top of his IG and it's him shooting a gun like an AK 47. Like he's like total, like roughneck. It's part of his brand, right? But that one video converts everybody for him, right?00:13:35:16 - 00:14:07:05UnknownAnd it's because people relate to it. So do you Here's a question I sort of go around about. Do you think that the use in creating organic content in conjunction with remarketing is necessary, or can I just be remarketing? Yeah, if I kind of build in that on that, I think all the authentic organic content that you already create is perfect for remarketing, you know, I mean, you can have this is why I think people really over complicated.00:14:07:10 - 00:14:33:09UnknownThey sort of think about everything as a funnel. You know, you got to see this and then you got to see this and they got to see this. And you can do that. You can do it. But, you know, it's like it's truly the 8020 rule and probably more like 9010. What's more important is that people see you recognize you, you know, they see a variety of pieces of content that kind of rotate over and they don't it doesn't even matter if it's content designed to convert at all.00:14:33:09 - 00:15:00:15UnknownIt might just be something like you. Maybe you're you're in the neighborhood talking about some schools or, you know, things that you like in the community. But for just a dollar a day, as an example, you suddenly getting that content in front of the people that matter most to you. They're in your database or in your community where before you know, you put that content out on social and it showed a few people, but then it kind of disappeared down the timeline.00:15:00:17 - 00:15:15:19UnknownI think that's the distinction, is that make sure that if you're going to all the work to create this content, which is truly powerful, you want that scene and you should have it seen. And that Facebook and Instagram and all those platforms, like they're more than happy to take your money, but it's a lot less than you think.00:15:15:21 - 00:15:34:11UnknownYou know, when you're running religion campaigns, you probably do spend a bit more. You need to make sure you get enough of, you know, enough sort of conversion events to make sure your ad is performing. But when it comes to remarketing content, a dollar a day goes a long, long way for a lot of for a lot. And most people don't have enough large audiences to retarget.00:15:34:11 - 00:15:52:05UnknownSo like we've seen guys is like if you don't have if your website doesn't have a pixel that has at least like 2000 people on it, like you're not going have to spend a lot of money on that, right? Same with like the engagement. Let's go through the types of audiences that we're retargeting because I think people get this confused.00:15:52:05 - 00:16:19:08UnknownAnd would you mind walking me through your process and break down each audience and why? Like if I'm going to be okay, who am I retargeting? I am sure you get that question. I'll type who who am I going to retarget? So let's break down, who are we retargeting and why are we retargeting them? Well, ideally you want to retarget everybody right for the so like I'm talking to realtors right now, but if you're a real estate agent, you don't know when somebody is going to, you know, they're going through a divorce or they're thinking about selling or buying.00:16:19:13 - 00:16:39:18UnknownYou know, you have some of that communication, but largely you're not inside of every one of your leads heads, you know, And so not to stop you, but a.k.a everyone you know. Yeah. Every exam, every relationship you have. Why what does it hurt? Because if you're not thought of first, you already lost a game. Exactly. And there's branding here.00:16:39:21 - 00:17:09:07UnknownWe're talking about branding, brand awareness, branding, branding, branding, branding. And you know, it's crazy is like I think a lot of people forget, like even in their database, if you've got a thousand leads in your database, it's not even a thousand leads. Those leads know somebody, right? And so a lot of those people might have a mom or dad that are downsizing or, you know, they're looking to get their they have a good friend that's maybe going through something a big life event and there and that person to ask me within know any good realtors or good agents and you go you know like see all the time.00:17:09:08 - 00:17:29:21UnknownRight. And so you need to I think from a branding standpoint, it's a staple, you know, I think for a lot of people, too, you got to kind of take off. You're a real estate agent and put on a marketing hat. And just like Darren Hard, he's got this great quote, which is you don't make money from the products you sell, you make money from marketing the products and services that you sell.00:17:29:23 - 00:17:47:15UnknownAnd it's a small but subtle distinction there. I think it's really powerful, which is always think about how your marketing, you should thinking about marketing first and you will make money on everything else. And if you can be in front of everybody 24 seven and it's not that hard to do to you will stand up from everybody else.00:17:47:17 - 00:18:03:24UnknownAnd so I think that's kind of like the first thing just to get in his head so we can jump into the audiences. But ideally, from a branding standpoint, it's going to be a lot cheaper than branding on a bus ad or a billboard ad or something else. You know, if you've got a head to pieces of content, you're rotating those automatically.00:18:03:24 - 00:18:25:01UnknownI mean, our system can obviously help do that. But at a dollar a day and or maybe $2 a day, depending on the size of your audience, and of course, it can go bigger, but you can see that, you know, the system will help you make those decisions. So helping your audiences. But first, think of everybody, everybody, your database, everybody on your website, and then everybody that's engaging with that content.00:18:25:03 - 00:18:42:24UnknownSo, for example, if people are commenting, liking, maybe clicking on your ad, some of your ads, but not really becoming a lead or maybe checking out your website, you sort of want that wiped in that net. And then what's cool about it is it'll start to grow as more people engage with more and more of the content, it gets wider and wider.00:18:42:24 - 00:19:01:20UnknownAnd that's why people that you see online that have you just seem to see them everywhere all the time. They are organic. Content is performing really well, their pay content's performing really well is because expanding and expanding and expanding, you know, over time and it doesn't happen overnight. And I think that's where a lot of people stop is like, I want this to happen tomorrow.00:19:01:20 - 00:19:19:17UnknownLike we'll have people will shoot a video for it's like their first video on their YouTube channel and they'll be like, everybody calls you dude, you don't have a gentleman like your first video got, you know, chill out. You don't get a six pack on your first workout either. You need to like got to it takes time. You got to massage it.00:19:19:17 - 00:19:43:18UnknownYou have to build the brand. You got to turn it into a six pack. You need to be chiseled. It needs to be worked on, it needs to be strengthened. It needs to be conditioned. And the only thing that can do that is content. Yeah, from a branding perspective. Question on Yeah, sorry, go ahead, Mike. On the and just to clarify for you guys listening, so we're saying we want to put ads, we want your face to appear in front everyone who's ever visited your website and yes, you need a damn website.00:19:43:18 - 00:20:00:22UnknownYou're in business. If you don't have a website, you don't have a business, you're just a salesperson chasing the check and don't use the brokers page on their brokers website because that's terrible. You have to build your own website if you want to build a business. Sorry, no, I lost my train of thought. I got pissed off about these websites.00:20:00:24 - 00:20:17:14Unknownpeople who have engaged with your stuff. So if someone saw one of your pieces of content, you could retarget people who've watched a certain percentage or of a video. For example, or who have like commented and also your database, you can upload your list of people, your friends, your family could upload your wedding list. That's the best, that's the best one to retarget.00:20:17:16 - 00:20:41:04UnknownBut costs this is a lot because there's not a lot of people there. Right? But what type of content? Because I think people are stuck being like, what do you mean they're going to they're not just going to assume I'm in real estate, Like they overthink this piece. So I want to see what you in terms of content that performs the best, whether it's engagement, lead generation, whatever, just let me know what what kind of content am I going to remarket myself with?00:20:41:04 - 00:21:06:00UnknownStephen Okay, so let's that's a great question. And also I get a little bit technical here. We'll dive into one of the things that our system does really well is we aggregate all of the data on specific types of content. So if you log in to our system, you can actually see how different types of content is performing and if you're if you focus a little bit more on the Legion side, you can even see what agents are running across North America, what they're paying for, leads, etc., within the system.00:21:06:00 - 00:21:29:08UnknownAnd so that's pretty powerful. But one of the things that I didn't realize when we really got heavy into the remarketing side is I had a lot of assumptions about what type of content was going to perform really well. So for instance, I did not think that if we marketed content that was lead gen like sort of would focus on getting leads, especially since you already had that, that it leads to probation, that it would work and actually works really well.00:21:29:10 - 00:21:49:15UnknownI had no idea that the engagement content was going to work so well. It's just driving people back to your website where you're not collecting a lead is just a click to your website. People watching a video. But I had no idea how many people were actually going to go back to your website and watch it. And then furthermore, I had no idea how many video views you would get on some of the, you know, just some of the content about the neighborhoods.00:21:49:15 - 00:22:11:13UnknownRight. And you even mentioned there that, you know, whenever people watch a video, you can remarket even those people. So what's so powerful back to that expanding audience is that you don't even know who's watching some of this content. But you'd be surprised at how how many video views you get and if you set up and the system can do this automatically for you, it can update all your video.00:22:11:13 - 00:22:33:20UnknownSo, for example, if people have watched 50% of all your videos, you can now remarket to those people as well. And it can all be done automatically like one click. This is audience's work. That's kind of how we designed the system to make it as simple as possible. So I guess what kind of content works? Well, we created a whole bunch of PDF ads that are in the system one click apply, you know, and they're valuable resources.00:22:33:20 - 00:22:49:10UnknownThey're like staples, I guess we say, you know, five tips to why you sell your hallmark. You know, like how to improve your curb appeal, all that kind of stuff. You can build them yourself, but street decks has them. You can one click deploy them. There's a whole bunch of them out there that you can create and kind of remarket to.00:22:49:12 - 00:23:06:19UnknownBut in addition to that, you know, any and all of your organic content, you've already created, and this could be even two years ago, our system can actually look at how many comments like shares did you have on that content. What you can actually do is you can you can then view it and this might have been something you created like a year ago, but it got a lot of engagement.00:23:06:21 - 00:23:24:09UnknownClick on it, turn it into an app, link it to your audience as our system. I hope you do this. It's really easy. And now suddenly you're using content you already created a year ago as part of your remarketing, and now you're keeping that content in front of everybody from that day forward and you can rotate it. So it's not like you're showing all these ads, all the time.00:23:24:11 - 00:23:45:21UnknownYou can actually have them rotate. So, you know, one week will show this ad the next week or so, this ad and so forth. Yeah, you guys got if you're retired, you gotta be running multiple different types of ads to those people. So here's some interesting data I have. I just pulled up some ads I'm running. I cut my lead cost per book call from an average of $120 of book called down to $24 a book call.00:23:45:21 - 00:24:07:22UnknownI didn't realize it was even this low. And that is so literally what is that like a 500% rate of cut? Right. And I'm only spending $10 a day on the book calls for each audience. I'm retargeting and the audience that's performing the best is people who have watched 50% or more of our videos. You know, video views are more powerful than an email address.00:24:07:22 - 00:24:27:07UnknownIn other words, is what I'm saying to you guys, that attention that we're retargeting people with for these ads is actually generating better results than people whose email addresses we already have. Yeah, it's crazy how we we see that a lot too. I mean, a lot of people, when they come to our system, you know, they know this print ads, they'll run like a whole value ad Right.00:24:27:09 - 00:24:44:14UnknownBut then they're surprised that people are answering the phone or, you know, I chase them down and whatnot. But really what you should be doing is exactly, to your point, is running a bunch of content and then showing the whole value add to people that have watched all your content. And guess what? They click through, they talk to you when you when you follow them, when you reach out to them.00:24:44:14 - 00:25:07:01UnknownIn fact, they're actually excited to hear from you. It's a game changer, Just that little subtle difference. Yeah, it is. It's and, and you don't. I think the biggest thing is people get so generally surprised when they, like, see the results of just creating content in general because I think a lot of you don't think you're that interesting, but you are, you know, and it just it's literally mindset.00:25:07:03 - 00:25:23:07UnknownI never thought I'd be interesting people as in this fucking show, I guess I'm like, Great, thanks guys. But like your, your point, I when I jumped on this call, the first thing I said to you was I had some great laugh out loud moments. You know, this looks into your podcast, you know, getting ready for the show.00:25:23:07 - 00:25:43:24UnknownSo I think you be it to exactly your point. I mean, you're just being who you are, being yourself. And, you know, people actually know I liked you. Well, before I ever joined this podcast, I was excited to meet. That's how every conversation goes, because there's content out there like there always feel like every time. There's always like a bro moment before we press record.00:25:43:24 - 00:26:05:10UnknownLike, What's up, bro? Ridge And then you're like, looking like, we're boys, right? We just met, but that's what content does for you guys because you literally will attract people that are just like you. It's just how it works. It's just it's the way the world works in general is like people, birds of a feather flock together. Like that's it's still the same thing.00:26:05:10 - 00:26:26:13UnknownLike people tend to flock towards people. They are like, so don't overthink it. It's really that that simple. I got a question on how to build audiences. What if you're brand new and we're talking about retargeting ads, but to create retargeting ads, you first need to create audiences. All right, So you got I don't want to put the cart before the horse or the horse for the cart, whatever the right side is.00:26:26:15 - 00:26:43:03UnknownWalk me through that first ad like how do you generate What should I do first? Like if I'm starting a brand new brand Facebook page, let's just say I'm in a brand new market. This is an undoable and it could take longer. Yeah, but you still have to have an initial ad to build these audiences. So what do you see?00:26:43:05 - 00:26:59:21UnknownWhat are you guys doing and what do you think works best in that sense? Yeah, if you're if you're fully, fully brand new, you know, not a lot of traffic, your website and you know, and again, you should have your own website and your work website, but not a lot of traffic to your website and or, you know, not a lot of anything on your Facebook page.00:26:59:23 - 00:27:26:14UnknownThen we we just we help people run initial ads, legion ads. You know, you're going to build that. You're going to build leads. But in addition to that, remember, when you're running ads on Facebook and Instagram, there's a lot of people that see your ads, maybe click on your ad, but don't become a lead. But those people are still becoming a part of your audience and maybe they never go to your website, but there's a really wonderful audience out there in the metal world, like the Facebook engagement audience.00:27:26:16 - 00:27:44:19UnknownAnd again, that's a one click create in street tech. So you can just click it. And what's Facebook will do is over a course of a year. So 30 to 65 days, it's going to keep a tally of everybody that clicks, comments, likes, engages, and you're able to even begin to remarket to those people in addition to the leads that you're generating.00:27:44:19 - 00:27:59:12UnknownBut that's where I would start from day one, because you don't have that audience. If you're lucky enough to have a large database, you know, you could start to use that already. But again, if you have nothing, then you know, you're going to just start on the Legion site. You're going to build that audience, but you'll be surprised how quickly it starts to build.00:27:59:14 - 00:28:23:00UnknownAnd once you've got a bunch of people in as a lead, you've got probably another 5000 people behind the scenes that are now have been like on your website or haven't become a lead or viewed an ad and now you can begin to remarket to them or people that watch some of your content. The other thing is there's you know you you should already be creating content and I've heard this in your show a million times, like you should be creating organic content regardless.00:28:23:02 - 00:28:46:19UnknownI mean, it's hard to go after every channel all at once. But but, but this by creating content, is sort of a must back to that marketing side. So whether you're posting on YouTube or on Facebook or on Instagram, you should be doing that. And then some of that organic content can become your first remarketing pieces, the stuff that starts to hit and do well, you don't have to overthink it.00:28:46:21 - 00:29:02:17UnknownI mean, I'm going to talk about our system a lot because it's the way we designed it, but our system can see that and then pull that in, create an ad out of it, link it to an audience and now rotate it. And that, you know, so a lot of the organic stuff you're now actually creating is actually going to become free market content in the days to come.00:29:02:20 - 00:29:21:15UnknownSo you could just let's just play it out. So. Jan Well, today I'm going to create content till February 12th and then in the last 30 days, I mean, to look back and see, hey, which one actually create the most engagement, which one, which one that people like the most, because it sort of proves it organically. If you, if you prove the point organically, then that's the one you put the dollar a day behind.00:29:21:15 - 00:29:47:19UnknownRight. So what you're saying. Exactly. Yeah. Yeah, exactly. I like it. Do you you know, let's talk about a little bit about the importance like just talk about the lifetime like of a lead. Like I want people to really understand the, the perspective here on what people opt into, because I agree. I think it's the personalized content that once people, once you get on their radar, the more human you become.00:29:47:23 - 00:30:08:16UnknownI feel like is when people really gravitate towards that person because it's different in other industries. This is a relationship business, like real estate industry. I consider more like a commodity. You're fighting on brand because everyone is on the same shirt very similarly, Attorney market insurance providers, independent contractors in general compete on brand. You have a unique selling proposition.00:30:08:17 - 00:30:25:23UnknownYou have a service, you have a software, I have a software. So we would sell, it'd be more of a different types of funnel based on sales and value ads and all that. What we're talking about here is a lot easier than than the way that I have to market our software. I'm sure you how you market street tax, it's a lot easier because all you need to do is get your face out there.00:30:25:23 - 00:30:45:21UnknownSo what we're saying, you guys, you know, it's not so much about what your face is doing, it's just that it's there in the face of the brand. Do you see a difference between the content where like the agent is actually in either the video or picture of the image versus them being absent from it? Yeah. yeah.00:30:45:21 - 00:31:05:01UnknownNo, you definitely want to be in the content wherever possible. But kind of back to that point though, and this is again why I think a lot of agents overthink it, just the fact that you have content out there that we have so many stories of people that have even lost are one click kind of like PDF content, which would not be your face, and they do their due diligence.00:31:05:01 - 00:31:31:02UnknownAnd the reason is, is that your next deal is probably already set in your database and is another deal. After that send you database. You just need to remind them that you're there and that you're always there, right? And you're omnipresent. You really don't have to overthink the content. I think exactly. To your point, from a commodity standpoint, you just want to make sure you're top of mind and then you can begin to build out more of the kind of like the content you've always dreamed about building out.00:31:31:04 - 00:31:56:20UnknownBut don't, don't has it? Like I wouldn't wait until you've got all that perfect, like, you know, 12 pieces of content that are, you know, exactly the way you wanted it for your community. You'll get there, but just just run some stuff that is now remarketing in front of your database or people that are really engaging. And you'll be surprised at how many people will start to say to you, even in your community or, you know, Home Depot or whatever, I saw that, you know, your ad or I saw that piece of content.00:31:56:22 - 00:32:17:17UnknownYou'll be surprised at how far it goes and how much business will generate just from that alone. Yeah, it's as simple as literally just talking about what's going on in your community this weekend. New restaurant openings, new business openings, new neighborhood developer ads. That's it. Like be a tour guide, don't be a realtor. And then just how would a tour guide market their business if your job was to sell the city, not the real estate within it, what would you do?00:32:17:23 - 00:32:37:17UnknownThat's your marketing plan. You know, you hear a lot about like bottom of the funnel leads and top of the funnel leads. And you know, if you've heard that a lot as a real estate agent, I'm a big fan of top of funnel, like Bottom of the Funnel is awesome because you know, somebody is that much closer to the transaction and there's been a lot of systems that have been really good for that out of the past.00:32:37:17 - 00:32:52:19UnknownBut I think some of that started changed out a little bit. It's getting really expensive, but nonetheless, you can get that, you know, but you pay a lot more for it, but you get a deal that much closer. But if you can truly own the top of the funnel and you put on that marketing hat and you think to yourself, I don't want a database of a thousand people.00:32:52:19 - 00:33:09:17UnknownI want a database of a hundred thousand people, right? Like I want to own I want to be a marketing engine where, you know, over time I want that database to be as big as possible. So any message that I ever send out an email that I send out or whatever else I do, there's so much business that's sitting inside of that database.00:33:09:19 - 00:33:33:10UnknownAnd when people are coming into your ecosystem either as a lead or as part of the remarketing campaigns you're running, some people are, you know, a month out, some people are six months out, some people are a year out. But if you've got that content in front of them on an ongoing basis, you will pick up so many of those deals and a lot of people generate leads and they go to all the effort of having these big databases, but they don't remarket to them.00:33:33:12 - 00:34:11:13UnknownSo they only capture maybe 15 or 20% of what's in there, or if you're just in front of them with content. And I mean, we can talk about the content. I mean, there are there are elements to the content that help, of course. And I know you've covered a lot of in the podcast prior. I just really wanted that, you know, get the point home that if you have some simple audiences that you remarking to and you get some content out, you're you're already ahead of 80% of people read any closing thoughts that you want to add in here closing thoughts so again yeah the audience is you need just retarget your website you know,00:34:11:15 - 00:34:41:22Unknownsimple as having a pixel on your website. The engagement is like a one click and there's you can do a one as well just to make sure that all of your videos that you create, you can remarket to them nice and simple. You know, if I mean, I don't want to talk too much about the product, but if you use tools like up on that can all integrate really nicely as an example where if you've got you might actually have segments of audiences that you really want to go after, people that are like a lead stage or maybe even a past customer, you can actually create specific content around them too.00:34:41:23 - 00:35:03:01UnknownSo if you want to learn more about that, I mean, you can definitely check us out and we can we can help you through that. Appreciate you coming on the show and we appreciate you listening to another episode. Yeah, I, I agree, dude, this is I think it was very, very, very well put. And it's very simple, you guys, to stay in front of everybody, whether they're leads, friends, family, answer, uncles, doesn't really matter.00:35:03:03 - 00:35:26:21UnknownThe more people that know what you do, the more that opportunities that come your way. It's really simple. You got to remind, not tell. And when you could create content that does that, that'll typically do the trick. So if you guys like the idea of what we're talking about today and you like the idea of just reminding your database, I'm talking about your S.O., your wedding list, your family lists, people that you would invite to your wedding or funeral with an unlimited budget for both, you need to visit our software referral suite.00:35:26:23 - 00:35:44:21UnknownThat's referral S.W.A.T. dot com. It is giving you the social media content to create each and every month video email content each and every month, and the direct mail content to be automated to your database each and every month so that people stop forgetting who the fuck you are and start remembering and more importantly, start sending you their friends and family.00:35:45:02 - 00:36:04:17UnknownSo visit our site and follow the steps. And it's very simple. Appreciate guys listening. We'll see you guys next week's show. Paste Thank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW dot Real estate Marketing dude dot com.00:36:04:21 - 00:36:20:10UnknownWe 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. 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We talk about building a brand all the time, but what can you do with that brand? Today we are talking about turning that brand into an empire.ResourceHenry Street CreativeReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramWhat is up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast, and welcome to 2024, folks. Since all it's been ten years, especially this year, this podcast has been on the ground and I'm going to start this year off where I started off 14 or ten fucking years ago in 2014. And back then we were talking about the same damn thing that we're still talking about today.00:04:40:08 - 00:04:55:20UnknownBut back then people thought I was crazy because they're like, Who the fuck are you? And more importantly, what the hell is a personal brand? I'm a real estate salesperson. I don't need a brand. My brokers, my brand, women screaming the saying. So I think it's a very appropriate episode because your personal brand has never been more important.00:04:55:20 - 00:05:11:16UnknownBecause no one hires your broker, they hire you. You're the individual that they work with, and you're the person that they remember of. And the goal here is that when I time the word real estate is thought about how many people really associate your name with that, that's what we're talking about with personal branding. So I want to start the year off with a bang.00:05:11:16 - 00:05:27:19UnknownWe brought on one of the most experts in this field. His name is Mr. Tyler Mount, and we're going to talk personal branding and how you can build an empire with it. Tyler What's up, man? I want you to run a little bit about who you are, where are you from, and what the fuck do you do? Well, look, thanks for having me.00:05:27:19 - 00:05:52:07UnknownI love the energy. You know, I've worked in digital marketing, specifically real estate. Digital marketing. For the better part of 15 years, I've been fortunate enough to work with nearly a thousand clients in 16 countries. I've represented over $7 billion in real estate developments across the nation. And you know what I have found working with whether it's the CEO of T-Mobile, the the president of the United States, the CEO of Twitter, now known as X ray.00:05:52:09 - 00:06:09:18UnknownYou know, what I've learned is the power of personal brand. I want to just double down on what you started with today. No one cares what you're talking brokerage, right? The idea that someone is hiring you because you're a Keller. Keller Williams is a misnomer, right? Because you can write a contract doesn't make you special. An idiot out of high school could do that.00:06:09:22 - 00:06:29:14UnknownWhat actually makes you special and what makes you important is the personal side humanity of you, and how we can really start to encapsulate that in your brand and get people to know I can trust you in order to transact with you. That's right. No one remembers what you did there. Remember how you do it. No one remembers what you said or how he said.00:06:29:16 - 00:06:42:11UnknownSo let's dig deeper because a lot of people sort of I feel like people understand like what a brand is, but they don't like they hear this term. It's almost like a buzzword because it is a little bit complicated. Like and here's let's just break it down to basics here. Here's where I see I will get your opinion.00:06:42:11 - 00:07:02:13UnknownSeriously, most people, when they think of their personal brand, they don't in that they don't visualize their individualism. I guess, if you want to say as a brand, because they're like, I'm a dad, I'm a father, I'm stressed out human being and I'm just a person in the rat race here. How the hell am I? BRAND And you have to realize, folks, is that you are the brand.00:07:02:13 - 00:07:18:20UnknownYour brand is your persona. It's how many people think or associate you with anything else that it stands for. And we don't look at ourselves as a business. We look at ourselves as a human. And that's a number one problem in the whole business. Look at Josh Altman, for example. We think Josh Altman actually goes on a listing presentation or he just fucking shows up and tells them where to sign.00:07:19:00 - 00:07:41:22UnknownThat's having a brand now. Josh had whatever Bravo helped build his brand. That's why he is what he is today. But it took that content creation that that media, that attention, that recognition to give him that status today. So when you walk into a room, you know how big your brand is because basically I look at it as like you're not going get as many questions.00:07:41:24 - 00:07:56:04UnknownThen if you if you have a brand is if not, people start to look up to you as the expert. Another way to look at it is like I use this example when we use it for video clients, I'll be like, I'm not a chef, but I guarantee you if I shot seven videos and put them all in front of you, you would think I was.00:07:56:06 - 00:08:13:11UnknownThat's the power of a brand, right? So what we're talking about here, guys, is how do you create that? How do you create that persona that that, that, that thing, that buzz that everyone's like, that's that real estate guy or that's that letter or That's that one guy or That's that guy. That's that guy. What makes that happen is working that.00:08:13:13 - 00:08:31:23UnknownYeah. And you know, I just want to echo what you said because it's it's exactly the basis of my philosophy. I always start with reminding people that user perception is truth. I didn't say factually accurate to your point about saying I could convince people I'm a chef. That's certainly the case. And that's really, really good news for some.00:08:31:23 - 00:08:53:13UnknownI work with a lot of immature real estate agents and they're concerned about their production history. I don't care. Let's create the most epic digital epicenter so that people assume you're the best, right? The second thing I want to stress is I work with a lot of legacy providers, people who are in the top 1% of providers in their market and their marketing ecosystem is shit, but they're still in the top 5% and they think that's fine.00:08:53:13 - 00:09:15:24UnknownThe reality is they could never quantify the amount of people who hit the floor. That wouldn't have hit the floor if they had a fucking website or a social media that didn't look at the kindergartner do it, did it? You know, I will tell you, I represent Ryan Sarhan. The most followed real estate brand on earth. And what we focus on there is really granularly focusing on consistent content.00:09:15:24 - 00:09:35:23UnknownHow do we remain top of mind and how do we make Ryan appear to be the best in the world? Not only do I think he's the best in the world, but his media and his marketing efforts absolutely reflect that. That's why he has literally the most expensive single family listing in the country right now, right here in New York City.00:09:36:00 - 00:09:53:01UnknownWell said. Let's talk about that, because like Ryan, you see him, you're like, this guy just oozes luxury. It's in the clothes he wears. It's in the watch he wears. It's the way he carries himself. You know what I mean? And like people at the end of the day, if the camera's on or off, is Ryan still not the same person?00:09:53:03 - 00:10:18:08Unknown100%. What I will tell you is we always do a master class in authenticity. Ryan in front of the camera and behind the camera is the same person. He's gracious, he's kind, he's wildly intelligent. He is that experienced salesperson, but he's also funny and irreverent and kooky and all things that he is in front of the camera. We focus on that authenticity to build this most valued brand, and you build a large brand without authenticity.00:10:18:10 - 00:10:38:12UnknownAbsolutely not. It's absolutely impossible. You can build a brand, don't get me wrong, but can you really build the brand that you could have if you followed your authentic truth? No. And the reason is quite simple because no matter who you are, whether you're a man and women hate working with you or you're maybe a woman and men hate working with you, you're a Democrat or Republican.00:10:38:12 - 00:10:56:19UnknownPro-Choice, pro-life, rich, poor, decent fucking matter. There are people on earth who are not going to want to work with you because of who you are. So if you're trying to be someone else, you're already ostracizing a certain group of people and you're never going to be as good acting like Ryan or acting like me or acting like you as we are authentically being ourselves.00:10:57:00 - 00:11:26:22UnknownSo you might as well authentically own who you are and the niche the following that enjoys your authentic truth will follow, will gravitate. And that's how you build your niche and how you build. But but wait. I'm going to turn off some people in that process, wouldn't I? Then wouldn't that be bad for business? Well, of course you're going to turn off people, but like I said, if me being gay turns off people, me being straight turns off gay people who only want to work with the gay strategist, like ultimately, no matter who I am, no matter what I do, you were ostracized.00:11:26:22 - 00:11:46:07UnknownAnd that is the biggest question I get. People are like, exactly like you said, well, I'm a really fucking nervous. What if me being, I don't know, a veteran or devout Christian or Muslim or whatever, I am ostracized as people. The answer is it will. But if we don't focus on our authentic truth, we're just going to be inauthentic and still ostracize people for a different reason.00:11:46:08 - 00:12:00:16UnknownThat's what we focus on. You're not supposed to relate with everybody. Guys like you're not wired that way, and that's not the way God made us. Like you're supposed to piss off some people. I would actually like telling people like, Hey, like if you're branding doesn't like piss some people off, that you're not you to do a good job in the first place.00:12:00:16 - 00:12:18:12UnknownLike look at my podcast as real estate marketing dude. And there's so many people have told me over the years, that's so unprofessional, so unprofessional. Guess what? Hey guys, if you're still saying that, fuck off. You know, I got 101.5 million downloads on this podcast just being authentic, right? And it's because it's just the way I talk. I'm from Chicago.00:12:18:12 - 00:12:37:09UnknownThis is how I talk. Whether the camera's on or where the camera's off. I have a potty mouth, but I don't hold back. I cleaned it up over the years quite a bit. As my brand has changed. However, overall, I'm still fucking dude at the end of the day. And those of you who listen to this podcast is a reason why you listen to this and you've been coming back and writing in all these reviews is because you follow the authenticity of it.00:12:37:11 - 00:12:50:19UnknownBut trust me, there are just as many of you who send me hate mail as there are that send compliments. Like, as a matter of fact, I have a guy booked a show with just yesterday and these are the messages I like. I like seeing. And this is when, you know, the branding is on this guy. This guy's from Nebraska.00:12:50:21 - 00:13:17:07UnknownHe's Christian, big Christian. I've seen a lot of my content lately and he and he writes me, you guys did this month and he writes he goes, Dude, I know you don't know who I am. I'd love to have a show up show up on your podcast. But I mean, listen, you for the last few years and I started doing videos because of what you said and because of that, my business has grown and I never would have thought some fucking guy from some podcasts where is in to show me this way Now I'm having him on the show to interview him, but each one of them says the same fucking thing.00:13:17:07 - 00:13:34:22UnknownThey say, Thanks for letting me just be me. Thanks for letting me. It's just it's usually somewhere around those lines. And then I know why people think so hard about this stuff because we don't overthink a conversation we're having with someone. John Doe down the street right? Yeah, but never it like. I'm mean, you are just. Just. Matt, have we ever met before?00:13:34:24 - 00:13:49:19UnknownNo, we haven't. I can be honest. I can guarantee you that you and I can talk for fucking 4 hours just on this topic, just going back and forth. But the same way we're talking with the record on is the same way we would talk in a diner or a restaurant. And that's the problem I think people have.00:13:49:19 - 00:14:05:24UnknownIt's like they overthink this thing. How do you help them overcome that? Well, look, you know, to your point, one of my favorite phrases is haters make you famous. Like, truthfully, they're all haters. That I. I put that on a t shirt. Absolutely. I mean, I should I should trademark it and we can split the profits. I love it.00:14:06:04 - 00:14:31:17UnknownYou know. You know, ultimately what I would focus on is at the beginning of my career, I was the person who wasn't authentic. Right? I wanted to appease everyone. Now, when I keynote, I strike out the line in the writer that says, I can't curse because unfortunately, I'm not here to curse. I'm just authentic. That's Homeland. And and ultimately, what I will remind everyone is to answer your question, how do we overcome this issue?00:14:31:22 - 00:14:48:24UnknownWell, we first have to test it out. We have to be bold enough to have the balls to do it. And then we'll start realizing and I mean this with the most respect that no one fucking cares about you right now. There are people in your life care about you. Your mom loves you. Probably your dad probably loves you, maybe not.00:14:48:24 - 00:15:06:02UnknownI don't know. The moral of the story is no one is at home thinking about you like I would wish. Tonight. You go to bed, put your head on the pillow, and really think about me for 45 minutes. You might think about me tomorrow. And the editor for this podcast asked a question about the episode. But outside of that, you're not going to look.00:15:06:02 - 00:15:26:07UnknownTyler had a potty mouth of Tyler's gay or what is that like? No one cares. And that's what I remind people. And that's what you remind people of even in their social content. I have people who are like, Well, I didn't post anything this month because I just like completely frozen because of my hair. I'm like, the average person is spending less than one fucking seconds on your Instagram.00:15:26:07 - 00:15:43:23UnknownLiterally. That's not an exaggeration. We're talking about point seven, 5 seconds. The idea that they're thinking about you 5 seconds later after they've looked at seven other pieces of content, much less 5 hours, much less five days is a misnomer and gives yourself a far more value in their life than you think. But also that should be the best news to hear.00:15:44:01 - 00:16:09:19UnknownWe really, unless we do something so polarizing, we awful people don't remember. And so the goal is to remind them consistently you're alive, well, and able to transact. And that's how we focus on our brand through consistency. Love it, guys. AKA, you're not that important. my God. I guess I'm not that important at all. Like, here. Let's just give you guys an exercise.00:16:09:19 - 00:16:32:06UnknownAnd I honestly do this exercise literally, that's going to take you a whole 10 seconds. Do you remember the context of one video you saw yesterday on social media? I mean, it's physically impossible. Yeah, I don't I've seen like, which one? Like then I think about like, like I saw like 100 videos on social media. The last thing the last thing I'm thinking about is some dude's hair out of place or like, some dude's, like, shirt and tie or some guy said a word I don't agree with.00:16:32:06 - 00:16:52:20UnknownLike, who cares? Yeah, well, well said. Because what you also see is, like, I also feel too like there's a lot of people that do it with video. It's perfect. Like we do so many videos like and now we're doing all attorneys on videos and maybe doing real estate videos for agents. But it's funny because you see an agent side and you see an attorney side.00:16:52:20 - 00:17:12:24UnknownThey're both professionals, but they both ultimately work for themselves. But from a business perspective, in creating content, they're identical. Everyone had to have the exact same issues and they're always more like, my God, I'm so worried about what I say. It's like, Dude, it doesn't matter. Talk to me about consistency though, because that is the key to this, is that some of your content will fall on deaf ears or just be horrible.00:17:12:24 - 00:17:37:20UnknownYou're going to regret you ever created it, right? That's part of the game, isn't it? Yeah, absolutely. If we're not consistent, you know, consistency is it's twofold, right? Consistency not only positively influences the algorithm that improves our likelihood of being served to like minded content creators, But most importantly, it allows us to buy more lottery tickets. Right? We can't win the lottery and go viral unless we're playing it.00:17:37:20 - 00:17:53:12UnknownWe are more likely to win the lottery if we buy multiple tickets. Right. And I will tell you the few things that I've done in my personal career that have gone viral have never been the things that I thought would. They're the shitty pieces of content. I didn't think about posting the ones that they spent exorbitant amounts of time, energy and resources on.00:17:53:16 - 00:18:25:17UnknownOftentimes not all the time, but oftentimes fall on deaf ears. And it really is half science, half pseudoscience and chance and what resonates and what is relatable to audiences. So what I always focus on is consistency. If we are consistently posting, let's say, seven times a week across all of these platforms, not only even if these don't perform as well as we want them to compounded, we're serving an exorbitantly higher rate of impressions and engagements over the month, which compounds over years, which compounds over decades, and that's how we grow the personal brand.00:18:25:22 - 00:18:42:09UnknownI want people to know about me before I even get on the call. I want them to be excited to talk to me before they get on the call. I want someone to understand who I am in the context of who I am and the energy I bring before I get on the call. And honestly, that saves me so much time because if you see my content, you're like too much energy to go to X, Y, and Z.00:18:42:12 - 00:18:57:00UnknownThen guess what? You're never booking that call. This gives me 30 minutes of my life to talk to someone who I'm actually going to be able to book. Yeah, I mean, you're exactly right. It's almost like you call out your people ahead of time. And because people aren't going to like, Have you ever put it this way, guys?00:18:57:00 - 00:19:14:08UnknownLike, have you ever, like, just met somebody or just like, I don't care what the hell they say. I'm just not going to get along with them, Right? You know what I mean? And it's just it's just normal that it's okay. It's okay. It's okay. That's fine when you have your content out. So but the content really works in twofold full, doesn't it?00:19:14:08 - 00:19:31:14UnknownBecause one is the creating to stay consistent. But and that usually what happens in practice is like when someone gets you get on someone's radar, when you really have an active buyer or seller in your world or for me, a branding or video client for you saying whatever that person fucking stalks you before they reach out to you.00:19:31:14 - 00:19:50:00UnknownRight? And this is also where people shortchange the amount of content creation and the multipurpose in of it over time is because, like, let's just say I'm going to hire Tyler, I want to hire Henry Street to do my branding and story, right? sure. And I'm sure this isn't a cheap process. Like, I'm trying to sell your shit right here, but I'm sure it's a few thousand bucks to say that.00:19:50:00 - 00:20:05:07UnknownTo say that, to say the name just to start. Right. I'm sure there's a couple thousand bucks a month. Great. If I really dig into one of your pieces of context, I'm on your Web site right now. I have to get along with you first before I actually schedule or book that call. So and it happens nine times.00:20:05:07 - 00:20:22:06UnknownLike I'm going to go to your Instagram page or Facebook page. I mean, look at all the rails you've created and then I'm going to get hooked. And people do that with this podcast all the time that I just been watching your podcast, bro. Like it was fucking amazing. Like, great, great. Why did you binge watch it? Because you're in a buying decision, right?00:20:22:06 - 00:20:43:21UnknownAnd the content, it has to be multipurpose. So like, I'll see people to I want to get your opinion on this because now we have a lot of video images, what kind of content you create, right? Just on social. But I believe that you should create multipurpose across all your channels nonstop. And you have to be everywhere you're at because you never know where that person is going to come from.00:20:43:23 - 00:21:02:04UnknownYou don't know where the next deal is going to come from. But that little split second of your face, meeting them on a news feed or something like that literally, literally, is the difference between getting a call and not nine times out of ten? Yeah, absolutely. I always say we can't control the way people enter our ecosystem. We can only control the narrative once they're there.00:21:02:09 - 00:21:35:24UnknownThe first thing I do with a new client is really focus on user perception. So I will listen to them talk about X, Y, and Z and how great they are, and I'll go, Great, all of that's fine. You're never going to get that 15 minutes with the client. Let's open an incognito browser, let's Google you. And nine times out of ten, even if you are the most reputable agent, what I find is an outdated LinkedIn because that's highly injectable, followed by maybe Coldwell banker's template they set up for you, which looks like shit, and then maybe a Zillow profile and maybe an air profile.00:21:36:05 - 00:21:53:13UnknownAnd I got the my my broker has me a page on my on their website. I'm there. Yeah. But let me tell you what is a broker's intention. They don't care if you sell. They care if one of their people sells everything. It's brokerage level marketing. It doesn't differentiate you. And so our job is to control the narrative.00:21:53:17 - 00:22:10:12UnknownWhat I want to focus on, if people Google you, they're at least going to hit the first three links bare minimum. So literally yesterday I was working with a top agent and she's like, I don't really use LinkedIn. It's not that important. I said, Let's Google you as the first fucking link. Literally, it had. I'm not kidding.00:22:10:14 - 00:22:36:05UnknownThe most recent experience was her working at a fucking grocery store. We're like a spring for. Yeah, absolutely. Thank God. By the way, social media wasn't out when I was in. I mean, think the Lord I would have never been hired. But what I will tell you is, like, that is what matters. Yeah, I. If I had never transacted in my life and I started today, I bet I could get listings over some of these other premium agents because I would have the best fucking ecosystem.00:22:36:09 - 00:22:53:04UnknownAnd that's what we work on here at Henry Street and through my consultancy. That's what we want to focus on how we can control that narrative. And your point is exactly right. The Yeah, because it's not that the best agent always gets hired, it's the one they feel most comfortable with, but the one they feel most comfortable with is typically the one they meet over 80% of the time first.00:22:53:05 - 00:23:09:15UnknownThat's why attention so important, guys. And when the branding comes in because you're already like playing catch up if, if you're not thought of first just when you're ecosystem as Tyler is putting it here doesn't associate your name with real estate and it's really not that fucking hard. Like, I never understood why the average agent only does six sides a year.00:23:09:15 - 00:23:32:14UnknownIt's like impossible. It literally is impossible If you're doing if you're doing less than 15 deals a year, you are ghost like like if you have a thousand friends on social media numbers, just a thousand friends just on Facebook or Instagram, just a thousand people make it 500. I don't care. 500 people know who you are. Out of those 500 people, 10 to 15% of them are moving and all 500 of them have a referral for you guys.00:23:32:16 - 00:23:57:12UnknownSo like when you build a big personal brand, you make yourself more referable, more marketable, but also more approachable. And a lot of the one of the biggest questions I get on branding is and you'll get I sure you get this all the time of all your answers. How do you measure the success of this? Because when you're creating a personal brand and content, it's not like running ads where I could attribute a direct action to a direct result for a cost for costs, banner or result generated, right?00:23:57:12 - 00:24:18:06UnknownSo if I'm signing up for Zillow to put in context, everyone understands I'm signing up for Zillow, I'm spending four or five grand a month, I'm either making a positive role on that or I'm not. It's very easy to determine. Now, it's not that quite easy in building a personal brand in content creation. That's the number one reason why I think people don't go all in on it and why they hesitate so much because doesn't happen overnight.00:24:18:12 - 00:24:46:22UnknownSo how do you answer that? Absolutely. Because the ROI is so attributable and trackable for ads. The issue whenever we talk about environmental branding or a personal brand a.k.a a billboard or your social content, it's there are a few ways, but it's very difficult to track this. What I will tell you is I know personal brand works. I know personal brand works because my clients on average see 50 to 70% increase in year over year and the majority of people talk to these people and say, my God, I see you everywhere.00:24:47:01 - 00:25:09:18UnknownIs that true? Absolutely not. They just get served in that same person's algorithm over and over because they keep can they keep consuming the content and not following them? What we want to focus on is what we call an omni channel approach, not just social, but we want newsletter, we want mailers, we want personal handwritten cards, we want cold calling, we want environmental branding, we want paid advertisements, we want press, earned media.00:25:09:24 - 00:25:42:06UnknownAll of these things combined create a really fantastic epic ecosystem. And the good thing is, yeah, it requires some time. It's not that expensive, but ultimately all of my clients are ROI positive. I wouldn't have a business if they weren't. We show proof, you know, year over year and our numbers and that's how I prove it out. But if you're looking to develop your personal brand in 30 days and show ROI by any agency or or consultant who tells you that's possible is lying to you, it takes a year.00:25:42:08 - 00:26:01:01UnknownAre minimal to really start seeing the year over year results. Yeah. And if and if you do everything on video that might even that might go faster. That could happen if you're doing like really good in videos and amplifier to personal branding guys and nowadays it's the only thing. But you know just a few years ago my friend was on videos very easy to build a brand.00:26:01:03 - 00:26:19:12UnknownAll you did was get on camera, even if you're terrible now you got to be a little bit more strategic. No? Yeah, I agree with that. 6 to 12 months minimum. Look at it like I can I compare. It's like working out like, like right now, like every January four. So half the country's in the gym. Give it two more weeks and then only a quarter of them will be left.00:26:19:14 - 00:26:38:03UnknownBut if I want to work out, get in shape. I'm not going get a six pack overnight. I'm going to take like months to get there and then until I get the six pack, then I get the date right. You have to build it and then it'll happen. But I have yet to see. I'm curious, in your experience, have you ever seen anybody?00:26:38:05 - 00:27:04:00UnknownI'm talking about anybody go all in on their personal brand and like whether they're committing to three or four videos a month, whatever it is, have you ever seen anyone not make it? You're going to be honest, this isn't me pushing an agenda in my career. If someone actually shows up and does the work, that's a caveat. If they show up and they do the work, I have never ever in my career having coached almost a thousand people ever seen it not work.00:27:04:02 - 00:27:20:05UnknownAnd that is why I lead a personal brand. And it's funny, you know, you and I are I'm learning the same person because that is my number one example. I guess it's like going to the gym. You don't want to do it the next day because you're on a six pack right now. I haven't used the date example, so I'm going to steal that.00:27:20:08 - 00:27:37:15UnknownBut it's like we have to go to the gym six months to get a six pack, right? And then when you have the six pack, you love going to the gym because you look fucking hot, right? When you're fat sock walking and waddling on the treadmill. Right. You want to get out of there, right? I you know, on a personal note, I wasn't I was a long distance runner.00:27:37:18 - 00:27:58:11UnknownI then, for medical reasons, wasn't allowed to run and I was just cleared to run again after five years. I am so frustrated in the gym because I can't even run a fucking mile without dying. And so I have to remember I'm not going to run my marathon pace or my half marathon pace for a year, right? I have to show up every single day to get there.00:27:58:11 - 00:28:13:03UnknownAnd that's what I remind people about in terms of personal brand. Yeah. Tyler Systems, I want you guys to take a note of is that this isn't just social media like you have to be everywhere all the time in today's world. Really easy to make that happen. And it's not very expensive to do so either, like people are.00:28:13:05 - 00:28:30:22UnknownIt's crazy. I was doing an article about just like how to compete, how brokerages can compete against mega publicly traded companies. You can do it very easily. It's not hard. You have the same tricks they do. But the trend, though, and this is just for any brokerages, is gone to personal brand. So I've seen a Facebook guy that I'm good friends with.00:28:30:22 - 00:28:47:10UnknownHe made a post the other day. Here's your opinion on it. And he basically says and to summarize it, he's like, look, any small business now has a spokesperson. So either you're going to become your own or you're not. And it's it's so true. It's like everybody has a spokesperson there and even if it's you might have a team.00:28:47:10 - 00:29:07:13UnknownSo what I'm saying is you guys, you guys might have a team. One person on that team needs to create content, has to be the personal branding person, but somebody has a great content. I don't think content creation anymore is optional. Like you have to do it. I don't I don't see a business without someone actively creating content going forward.00:29:07:15 - 00:29:29:04UnknownWhat's your opinion? Yes, I couldn't agree more. Yes, I'm biased, but I don't know a successful brand. And of course someone's going to come out of the woodwork and call me liar and tell me this one random example and I'll still disagree with them. But, you know, the reality is all brands are creating content now. That's why the word influencer is a word.00:29:29:09 - 00:29:53:08UnknownThat's why these brands who don't focus on branding and personal content no longer exist. Right? We've seen a massive migration and, you know, let's see the zeitgeist of media. We first went from print to digital and the companies who resisted it no longer exist. And we're going from profoundly professional digital like TV companies, linear advertising, these type of things.00:29:53:10 - 00:30:13:18UnknownAnd we've transitioned almost entirely really to social and UGC content, right? And if brands don't get behind it, that's fine. Just don't have a brand, don't don't have a company because I think it's that absolutely necessary. Yeah, there's marketing and advertising and there are a few of those. You'll see some of the mega teams that, you know, crush it.00:30:13:18 - 00:30:32:24UnknownThere's a guy individually I could think of. His name is Robert Slack. He's got one the largest teams in the country right now. But and he was he's got a really cool story entered the market like at 70 years of age like he's an old man and he got into this and he just took it over. But he understands how to run a business and he just bought a bunch of leads and he put in systems and his his thing is buying leads like from the portals and whatnot.00:30:32:24 - 00:30:49:20UnknownA lot of it was, I guess, but it's very expensive to do that. Guys like you could buy business or you can attract it and anyone could buy business because in any market, in any advertise, just whoever can whoever has the most amount of money to spend the control or acquire the client is the one who always wins.00:30:49:22 - 00:31:08:07UnknownYeah, very simple. Like if I could spend five grand to acquire clean and pencils and I'm going to do that and I'm going to keep spending more money than my competition, this is all this is. But when you build a brand, those numbers don't fucking matter. Like they really don't matters because there's so many ways that you monetize for it.00:31:08:07 - 00:31:24:00UnknownBut it's going to be very difficult to measure when you know what it's working is like though. When you go to the grocery store or you start getting random DMS and comments and people like, I saw your shit. I watch a video, I got this. hey, I've been watching your content. And that's, that's the first sign that something like that's working.00:31:24:00 - 00:31:41:17UnknownYou guys, for those of you that are on this journey and if you have that, you keep fucking going. You don't start now, you double down. But usually you need those little words of encouragement. It happens to me too. I didn't create videos all year. I'm in a pivot year and I couldn't nail down my branding strategy in my content strategy.00:31:41:17 - 00:31:57:08UnknownAnd I finally did last month. So now I'm ready to start creating content and starting this new business. But you have to be excited about what you're doing too. And that's where I think where it all starts. That's really what you guys like to do is figure out, okay, here's who you are, here's how you create content. Absolutely.00:31:57:08 - 00:32:15:03UnknownIt's the execution area tasks, right? That's what's really, really important here, Right? It's not this ethereal bullshit concept. And this is why I hate marketing conferences. It's like, okay, let's find our inner warrior and pray to an Ethiopian turtle. Right? It's really about how do we actually leave this comfort and execute. And that's what we focus on here.00:32:15:03 - 00:32:33:06UnknownThat's our number one goal. Yeah. So once you know that what you stand for, it's very easy to create content around it. Like suddenly it's just hard to look outside the weeds. And if you're it's very difficult for somebody in their own weeds to do good at their own shit. I'm one of them. That's why companies like yours exist, our dude.00:32:33:06 - 00:32:47:14UnknownSo we're right at this half hour. Mark, We're going to go ahead and get this thing ready to rock. I thought the show is awesome. Let's do a follow up on this now. I have a couple of questions I want to chat with you. Box. We're going to do some business outside of this podcast, but any closing thoughts?00:32:47:16 - 00:33:05:16UnknownYeah, I mean, like, look, my job is to empower other people like you and people listening to live their best life, Right? And that's not an expression. It's I build empires and how can I help build your empire? And I do that obviously, by a philosophy that I like to see is lighting someone else's candle doesn't extinguish my own.00:33:05:21 - 00:33:24:05UnknownYeah, I'm blunt. Yeah, I'm authentic, but at the same time, I authentically and bluntly love helping people because if I can spend 30 minutes with someone and change their life and that's a good 30 minutes spent, even if I made $0 because like you talked about earlier, that will come back to me and dividends because it's how I build my personal brand.00:33:24:10 - 00:33:42:13UnknownSo everyone listening, if you're interested in chatting more about me with your business, I want to give you the opportunity I give everyone. Go to my website. Tyler gmail.com on there. You can book a free consultation with me. This is not a sales pitch. There is no sales call. There is not a deck that I walk you through.00:33:42:13 - 00:33:58:04UnknownI do not try to convert you to a consultancy model. All I want to do is hear about your brand and hear how I could potentially in those 30 minutes, point you in the right direction. That's obviously open to anyone listening. And of course, you. Of course I would. I would love to chat with you offline about this, but that's my philosophy.00:33:58:08 - 00:34:18:19UnknownTake it or leave that authentically. That's me. Appreciate it, man. We appreciate you guys. Listen, another episode of the Estate Marketing Do podcast, folks. Appreciate your comments. Keep them coming. And most importantly, check out our software if you like what we saw here today, we give you all of the content to create on a monthly basis and a DIY version from your social media calendar to automation to do direct mailing to the database as well as your video emails.00:34:18:19 - 00:34:40:09UnknownWe tell you everything to do. Follow the blueprint. You have no way of not remaining on top of mind through an airline and C approach direct mail rant and social media folks while the system it works. It's not rocket science. You can visit us at referral suite dot com for that and check out all your leasing but we'll see you guys next week and appreciate you listening to another episode of the Marketing Dude podcast.00:34:40:11 - 00:35:05:02UnknownSee that. Thank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW dot Real Estate Marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.00:35:05:07 - 00:35:08:01UnknownThanks for watching another episode of the podcast. We'll see you next time.

Lead generation is the name of the game. Who better to talk to then the expert himself? We are gonna be diving into lead generation and what you should be doing.ResourceJay's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramLadies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, we're going to chat about today. We're going to wrap up the year strong and talking about, guess what? More marketing, but more importantly, how you convert that marketing. So many people, especially in our space, throw a lot of money at stuff that make the ego feel good but don't necessarily get the results at the end of the day.00:03:05:02 - 00:03:20:19UnknownAnd yet, as you guys, you know what I'm talking about. You know exactly what I'm talking about. Biggest complaint I see is, social media doesn't work or these ads don't work or this hasn't worked Well, most times it's human error. It's not that it doesn't works. They work for somebody, but they're not working for you. So that's not a bad thing.00:03:20:19 - 00:03:38:05UnknownJust means you need to learn how to do it right, Need to know how to do it more. Quit being so damn creepy online and all that fun stuff. So that's we're going to be chatting about today is lead generation. So we brought on the expert himself. They call him Lead Gen J, and he's going to talk to us about best practices, specifically to your space.00:03:38:05 - 00:03:56:20UnknownSo go how to take notes, pay attention and we'll get right into it. J What's up, man? How are you doing? In wants to run a little bit about who you are, what you do doing well. Appreciate you having me. Jay Feldman, also known as Lead Gen Jay on YouTube. So actually run a very successful PR agency full time.00:03:56:20 - 00:04:19:03UnknownWe have 72 employees across two different offices, so I know all about what you're talking about with the fluff that that feels good but doesn't necessarily generate it leads the personal branding, the social media stuff that everybody thinks they need to do in order to get clients. But my superpower as a as a founder and as a CMO is really generating leads for my agency.00:04:19:05 - 00:04:41:06UnknownAnd now I teach lead generation to thousands and thousands of people in my private courses, communities and my YouTube channel. So hopefully we can give back to some of the realtors, lenders that are watching the show and maybe teach them a different approach for generating leads that they may not have heard of before. I'm very familiar with with the work I've worked with a lot of realtors before.00:04:41:08 - 00:04:59:23UnknownAnd yeah, you know, social media is not the magic bullet. This might be for them. So I'm looking forward to getting them back this way. Well, let's get into it. Like, let's just start from the basics. Let's make this very elementary and I will get into the nitty gritty towards the end here. But at least in real estate space, what's the biggest issue?00:05:00:00 - 00:05:23:20UnknownI have my own opinion, but I'd like to hear yours. Where do people go wrong first? Because that's usually where it starts. It's like at the beginning that they screw up and once you screw that up, you can really build it back up. Is that the target biggest? Is it the offer? What is it? Yeah, I think the biggest struggle that realtors deal with is kind of the same struggle that insurance salespeople deal with is that there's not a lot of differentiation in what they're offering.00:05:23:22 - 00:05:42:24UnknownSo people tend to go with the ones that they know, like antitrust first. So that's one big challenge that they have to get through. And that's where the personal branding and the social media really comes into play and the networking. So I do think is hugely important for realtors to do those things. I'm not discounting any of those things.00:05:43:01 - 00:06:03:15UnknownSo I think that's the biggest struggle. But the second struggle is awareness reaching out to people who might be selling homes, letting them know that you exist. And if they're not selling a home right now, it might be in the future and they might not have a realtor that they know like and trust. So that's really where lead generation and outbound lead generation, which is what I do, comes into play.00:06:03:15 - 00:06:21:24UnknownThe awareness aspect. I go back to the differentiation and you're right, and we say this on we might say this every week, if not every other week, but I always ask people, I see a lot of branding and yeah, you know, figure out some would be like, Hey, Mike, who am I? You know, I've got to figure out how they market themselves, not what the what's easy.00:06:21:24 - 00:06:37:00UnknownIt's the how that people got to figure out what's actually going to get impacted where people can remember. And no one can ever answer that question because I'll be like, ask, what is the one thing you do differently and what the the wrong answer is. I want to look out for the best interest of my clients. What you should look out for the best interests of your client.00:06:37:00 - 00:06:51:12UnknownIf you're a good person, that's not a value proposition. And why do people struggle with that so much? Because, like, if you're a writer, you're just a commodity, especially in the real estate space. This is the same in the law space. You guys. I'm doing a ton of content in the law space right now, so exact same thing.00:06:51:12 - 00:07:12:04UnknownThe attorneys don't know the difference between themselves and somebody else. So what? How do you help people do that? Because I agree with you. I think if you're not different, you've got to stick out. Everyone's the same. Everyone in their mother's a realtor. You trip over one, go to the mall. So how does someone get past that? Because I think that's the key personally.00:07:12:06 - 00:07:39:22UnknownMe too. And that's a really hard challenge to do because something that one person can use to stick out really can't be replicated over and over again. So people struggle to figure out what it is that's going to separate them from somebody else. I mean, you look at some of these giant shows, you know, selling Sunset, like what separates them, yet they get the social media presence If you list with them they've they it's automatic clout and their chances of signed at home are higher because they come with all of that that clout in social media pool.00:07:39:24 - 00:08:03:15UnknownAnd I think that's why a lot of realtors do gravitate toward the know like and trust method because they don't there's nothing different about them. What's different about them is that the person that's hiring them knows likes and trust them. So you asked me some ways that realtors can stand out. I think social media is a good way to do that, especially if the homes that they're selling are people that care about that.00:08:03:17 - 00:08:22:23UnknownFor example, we'll do a we'll do some videos, some collaborations on the sale of the home, maybe feature you on the social media platform. But you probably know that that question a lot better than I do. You know, what are some of the different things that realtors can do to stand out and differentiate their offer? What are some of the things that you teach in order to differentiate?00:08:22:23 - 00:08:42:04UnknownBecause it's like you said, I take care of my client is not a good differentiated differentiation point that gets overlooked. Just like everything else that everybody says. I like differentiating through brand. Unless you have a unique selling proposition and 90% don't, if you have a unique selling proposition, it's going to be different levels of service that you can stand out with.00:08:42:04 - 00:08:59:22UnknownSo we used to have a program called The Owner Advocate where we gave people up to five options to sell their house. We gave them a cash offer, a fixed and list program, a bridge loan option sell instead, which is basically just a leaseback and then the traditional listing. So what made us different and that was our service and our process.00:08:59:24 - 00:09:19:17UnknownSo there's other offices that do that. What makes someone different in real estate in general could be a flat fee office, a flat fee service as opposed to a five or 6% commission. It could be the fixed interest list program, for example. That's a very sexy offer, but most people don't do that. The only other way to differentiate is through brand.00:09:19:19 - 00:09:34:18UnknownSo if you can differentiate through brand, it'd be like, let's just say I love when people give back. I used to do a lot of those. I had one guy in particular comes on top of my mind that used to sponsor and rescue a dog with every house he sold. So he never sold houses? Yeah, he never sold houses.00:09:34:18 - 00:10:04:07UnknownHe saved dogs. The house was just the result of him saving a dog's life. And that's easy to market because people care more about animals than they care about fucking human beings nowadays, right? So it's like. But that's that makes them different, right? So some other things that I can think of that law firms did this actually you mentioned in law firms, if you operate with that law firm, they get special membership access to some of the things in that city that the law firm does parties that are private club.00:10:04:09 - 00:10:23:10UnknownSo that's and that's cool and yeah maybe the realtors can do real estate agents can do and really it comes down to creativity. I don't have a straight answer. We have a law firm right now and it's great. That's what makes them different are divorce family law. And their tagline is, Have you ever argued with a woman? And they're an all women run law firm.00:10:23:12 - 00:11:04:02UnknownIt's fantastic. They all do divorce. That's good marketing. Great marketing, like, you know. So, yeah, you either do it through the USP that you offer. So you're doing things different than 99% as either cheaper or more creatively, or it's your personality, your personal brand, 100% agree with you. And if you have a unique USP, then the cold outreach and the awareness part gets much easier because people will remember you and they'll be much more likely to convert on that outreach as opposed to just a Joe Schmo realtor reaching out to somebody via a cold email or a DM saying, Hey, I'm a local realtor.00:11:04:02 - 00:11:22:05UnknownYou know, if you're selling your house or you know anybody, let me know. Your chances are going to be slim to none. And getting a response to that. So yes, brand works and then your unique USP. Absolutely. How about the awareness side of it? You guys actually go out and like, find these people right? Or walk me through.00:11:22:07 - 00:11:37:02UnknownSo if you have your if you have what you got to do, this is like step one. Would you agree? Like got to figure out what you do differently, what your USP, what do you what's your offer essentially. And then I want you to stand out in a crowded marketplace. Perfect. Everybody should think about that. You can try and win on price.00:11:37:02 - 00:11:53:13UnknownYou can try and win on luxury and brand, but figure out what you're going to win on and then compete there. Now, let's just say I have that figured out. What am I going to do next? So now I need to let people know what you do and how you do it. And that's the awareness portion. So this is where a lot of people struggle.00:11:53:17 - 00:12:16:19UnknownI mean, it's kind of the both of them are very hard, you know, What do you do? What separates you? And then how do you actually get people into your pipeline? So there's a lot of different ways to do lead generation, to do outreach. A lot of people gravitate to social media because it's free. Creating content and getting people in organically is obviously a great way to establish rapport and get free leads, but that's hard to do.00:12:16:19 - 00:12:35:12UnknownA lot of people struggle with generating a following on social media, and it's a little bit unpredictable. There's hand-to-hand combat where you're going through your Instagram, DMS and messaging people over and over again. But what I do is I scale that up, so I figure out ways to do that at scale. So you're not sitting there DMing people over and over again.00:12:35:14 - 00:13:04:00UnknownWe set up systems so that you can reach out to people hundreds or thousands per day that either are a good candidate right now or possibly will be in the future. And how are you? Is that through socials, out through all of social media? We reach out to people, through social media and email. So some of the best social media platforms that we use that allow you to send good automated messages to targeted users that are going to be interested is Twitter and LinkedIn.00:13:04:02 - 00:13:27:06UnknownAnd there's a few tools that you can use within those platform, such as Drippy for Twitter or Meet Alfred for LinkedIn, where you can find people, you know, in specific communities, people who have homeowner in their bio or have already been tagged homeowner by some other platform. So social media, you can automate those messaging, you can get 100 messages out per day spreading that awareness.00:13:27:06 - 00:13:44:08UnknownObviously, this works much better if you've got an established brand and you've got a unique USP. Again, if you're Joe Schmo and you've got a bad profile picture and you're reaching out with a generic offer, it does not work. It's almost a set up. That's why you got to have that upfront because that's just what you do with it.00:13:44:10 - 00:14:03:11UnknownI've never had anyone ever in the last nine years since I had a show mentioned Twitter before. I'm sure you get that a lot right. So let's get a lot of people are doing let's let's get into well, now X so let's get into that like talk to me about that because I always see I always seen on Twitter like the number one response you see is, it's the worst ad platform out.00:14:03:11 - 00:14:26:16UnknownEverybody. I've never converted leads off of there and that's typically b c but you're you're it's kind of like you're messaging people through Twitter. You're not going after like, tell me I'm curious. So you mentioned Twitter's the worst ad platform. I'll say right now, that's where our our best our allies are. So where we're spending money on Twitter ads right now, I think since all of the big brands pulled their ad budgets from Twitter, it's just become dirt cheap to get.00:14:26:16 - 00:14:46:10UnknownThat is interesting. So like with what's go and if you guys haven't been following the news like get out of the whole year and first it's been pretty obvious that the major brands if it is new to you like the major brands for whatever political reasons are fighting about today or pulling out because they're fighting and they're being you know, they're just being big babies about shit, bottom line.00:14:46:12 - 00:15:04:20UnknownSo they're pretty much they're pulling they're pulling their money out. And then you're saying because that space is open, because there's only so much real estate in ad space, you guys, there's a scroll, okay? And what you're really buying is you're buying no differently. Like, people don't know this, but if like, if I'm buying a billboard on a highway, there's only one billboard.00:15:04:20 - 00:15:19:17UnknownThat's why it's so damn expensive, right? Then they can't. Then they created the video billboard so they could put 40 images on there and interchange them. So it became a lot more affordable. But in social, like if there's a lot of people trying to reach the same people, then it's harder and it's more expensive. Get your message seen.00:15:19:19 - 00:15:41:05UnknownAnd a lot of those big dollar peoples what he's saying right? The big dollar companies have pulled back apples the Disney's Yeah and there's a lot of free space there that you'll get more exposure for that is so interesting I've never even thought about that. Yeah in fact in the last week Neil Patel released a video. He says his agency right now is focused entirely on Twitter ads.00:15:41:07 - 00:16:00:20UnknownWe're getting clicks on Twitter for like $0.12 for PR agency ads. So if you're not advertising on Twitter and you're listening to this and you're running an agency and you're running social ads, get out there and spend some money, I guarantee you make an ROI even if you don't know what you're doing. It's just so cheap to to get views and clicks on Twitter right now.00:16:00:22 - 00:16:16:11UnknownBut that is separate from what I was talking about with with doing the outreach. We're about to go in a big rabbit hole right there. I might talk to you about that. Yeah, a little little sidetracked, but definitely a good one. I think that's for anyone to have you back to talk to it. Yeah, that's. That's dope. I'm going to check it out.00:16:16:13 - 00:16:37:22UnknownAll right, Carefully check it out. So Twitter, Twitter, messaging, essentially with tools like Drip, you're able to filter hundreds of thousands of Twitter users out through multiple different filter categories. Like what words they have in their bio, who they're following their location, and then you're able to send them Twitter messages. You need to be verified on Twitter for this, which now is like 12 bucks a month.00:16:37:24 - 00:17:01:19UnknownAnd you can send them hundreds of Twitter messages per day, get straight into their Twitter inbox in initiating that conversation. Hey, Mike, do you happen to own a home in Tampa? No. Cool. It conversation's over. The one out of five that you message that say, yeah, you know, I do. Now you have a conversation. Now you have a lead in your pipeline that's either going to be selling or buying now or might be in the future.00:17:01:21 - 00:17:23:07UnknownSo different ways to connect with people at scale. And Twitter is a good and under-utilized way to do it for people who are listening to this. And I'm like, This sounds like, you know, LinkedIn. I get a ton of spam messages on LinkedIn every day. A lot of actually my next question. Yeah, a lot of people are doing this on LinkedIn, not so much on Twitter when you get I was going to say is on Twitter, it's a little bit more it's probably wide open.00:17:23:07 - 00:17:42:20UnknownThe mailbox is on Twitter and I'm thinking about probably wide open because like people don't typically, I'm guessing, engage on Twitter through like messenger, like they do on Facebook or Instagram or LinkedIn. When you're spammed like every other hour feels like right, wide open and under-utilized. Not a lot of people are doing this right now, so which means an open opportunity.00:17:42:22 - 00:17:59:08UnknownSo like, does this look at the theory here though? Like what we're talking about is we're trying to go where no one else is, you guys. And that's like the fundamental rule of any marketing, like we're talking about sticking out. We can only stick out. Just like in your brand and your USP, you could stick out to where you show up to someone else.00:17:59:08 - 00:18:21:08UnknownIf you go where nobody else's advertising gets much cheaper. If you try and advertise on Google ads for people buying or selling at home and your location, you're going to be competing against everybody else who has a typically a much larger budget than you probably do as an individual realtor or lender. So going where the unknown is going, where people aren't spending a lot of effort is going to save you a lot of money.00:18:21:10 - 00:18:37:01UnknownNow, just a side note, I want your personal opinion on this. Do you think Twitter can on a social aspect, because it feels like a more of a news site, do you think it can compete like on a social aspect, like with Facebook and IG? And to that extent, in my opinion, I don't know if it ever has.00:18:37:01 - 00:19:00:12UnknownI've never been a big Twitter consumer. I've never been in a Twitter scroller. And it seems like the people who are, you know, political journalists, reporters, yeah, it feels more newsy. It feels more newsy and it feels like a social platform for news people and for politics, not for the general consumer. But I do know a lot of entrepreneurs who are pretty big on Twitter and swear by it.00:19:00:12 - 00:19:30:00UnknownAnd I don't know if you're familiar with Alex Ramsey. Yes. He's got a massive Twitter following. Black are called email wizard, massive Twitter following does something similar to what I do. So the opportunity is there. Obviously, people are spending time there, but I'll be honest, it's not my platform. Interesting. Okay. So talk to me about these messages sort of reaching people and with the services that like, is it a bot, Is it and how many people can you reach out and then do you have numbers?00:19:30:02 - 00:20:00:03UnknownYeah, Twitter, you can head about 2 to 300 per day based on how established your Twitter account is and how many people are in your pool. Yes, it is a bot. Obviously, you write the messages that are going to be sent and a lot of these tools now do incorporate as well. So for each of these messages you can run a chat bot prompt based on what's going on in their bio and generate, generate, generate a personalized word or phrase that will make it a little bit more personal to them.00:20:00:05 - 00:20:15:04UnknownAnd what are people often like to think of a real estate? They're just you're starting a conversation. Hey, do you own a house? Like, what's the it's really I mean, you're throwing astonished at the wall, so I'm going to stick like I'm a big fan of cold calling. You know, I hate it. It works. It works. It works.00:20:15:04 - 00:20:34:22UnknownAll right. You know, And if you try enough, here's a someone. I bought this new platform I'm running my ads with. It's called EBU. Guy named Vince Reid has it and he has he he said something in his training that really stuck. And I think this will help you guys. He goes, If you want to sell more shit, you need to make more offers.00:20:34:24 - 00:20:55:22UnknownYeah, I'm going to. I'm like, Dude, I know sometimes one will stick. If something's working a little bit, do more. You're typically going to get more even with the it, right? Yeah. Even with the worst offer, someone will bite. And then ideally over time, you optimize your offer, you optimize your targeting, you go from a 1% reply to a 3% reply and you fine tune.00:20:55:24 - 00:21:24:15UnknownBut you mentioned what do you say in that message for this for the real what's for example, assuming that you're targeting a reasonable audience, meaning you have the location down there? Homeowner You've been able to do that with the filtering technology. I would leave the open ended. Hey, nice to meet you. I'm whatever we've got at this in common, I do wanna do on a homeowner in Tampa Bay leave it open ended yes or no or if they say yes and they've got an opening to go have a conversation with the lead.00:21:24:15 - 00:21:42:18UnknownWho's talking to you? And you can build that relationship for now or for later. There's also some other strategies giving them lead magnets. For example, if you're a lender and you can give them some kind of like lending calculator or something that they might opt in for and find useful. That's something that I use a lot in my business.00:21:42:18 - 00:22:00:15UnknownI can't think of any good lead magnets for realtors off the top of my head right now, but I'm sure they exist. Could probably be like a new construction homes list is usually what people do off market lists. Off the market? Yes. People will say, well, it's not on the MLS because you couldn't find anything on Zillow nowadays.00:22:00:15 - 00:22:15:07UnknownSo you got to have something that's not like online. But usually that's what I see, something along those two lines. I would click on that too. Someone sent me an off market list for Saint Pete, even though I'm not now buying or selling a home right now. I mean, I just want to see what it is, right? Yeah, absolutely.00:22:15:09 - 00:22:35:13UnknownVerdad. You know, I think the biggest problem too, and this is for me too. I hate selling dude like and I think most people, I feel like they feel that as well. Like I don't want to be on a soapbox like cold calling or reaching people or messaging people. However, I could pick up the conversation once they do right, and if someone raises their hand, I'm more of like a permission based person.00:22:35:13 - 00:22:52:08UnknownI've always been like, I can't infiltrate. I was terrible. Cold calling was terrible at like just selling than general, more salesperson and a lot of people in real estate struggle with that. But this is like a way that you could automate that and, and, and get rid of that terrible part of the coldness sounds like it's exactly what that is.00:22:52:08 - 00:23:10:01UnknownWe had a cold calling team and God bless their hearts, they're spending all day, hundreds of calls and a couple of them are interested in everybody else's pissed off. They have to deal with all of the pissed off ones and they're spending time on the ones that are pissed off. This is the way to not do that. Automating the outreach really is like what you said.00:23:10:01 - 00:23:28:13UnknownIt's waiting for somebody to raise their hand and say, I'm interested. The ones that don't raise their hand, you don't even know it exist. They typically don't even make it through the pipeline to you. So it's a really good strategy for people like you've mentioned who don't love selling and doing all of that outreach manually, 99% of them.00:23:28:15 - 00:23:46:11UnknownHow do you target people, though, on this platform? Got so Twitter, you're a little bit more limited. So you we've got words that are in there, but we've got who they're following, who's following them, and we've got interested. There's a subscriber vibe too, So there's a couple of different ways that you can target on Twitter. LinkedIn is much more open.00:23:46:12 - 00:24:04:24UnknownYou know exactly where they're living. You can target very specifically, you know, companies, job titles. So if you're looking for high net worth people in your city, LinkedIn is going to be an easy way to find those people. If you're doing cold email and you're using a B2B database, such as a Palo Alto, you can do the same thing as LinkedIn.00:24:04:24 - 00:24:25:13UnknownYou can hyper target by people in a specific location. They've got buying intent data. So people who are looking for homes and then there's scraping tools like IG leads, dot IO, where you can literally scrape homeowners in your location. So a lot of good resources out there to find the right people and it's never going to be 100% accurate.00:24:25:15 - 00:24:46:07UnknownYeah, but the goal is to get accurate enough to get people to start raising their hand up. I like it. What else you got? I get it. It's taken out. So that's a good a good sign. Something you haven't done here before. So the other thing is how do you get as many messages out as possible without burning out your list?00:24:46:09 - 00:25:14:01UnknownSo we mentioned Twitter as a as a resource. LinkedIn is another good one for automating LinkedIn as a tool that we like to use to automate. LinkedIn is called Meet Alfred. You're able to essentially get out hundreds of messages per day to people who are in your groups and your events. So as opposed to traditional methods, just connecting with 30 people per day, which is their limit, hoping that they accept it, sending them a message, these tools will actually go right into their inbox.00:25:14:03 - 00:25:33:11UnknownAnd LinkedIn is really cool because you've got all this targeting mechanisms and you've got a much more built out profile. So people can see your profile, picture your banner, your banner, exactly what you do, where do you live, and if they see someone connecting with them from their city on LinkedIn, good chance that they're going to connect and have a conversation with you.00:25:33:13 - 00:26:04:16UnknownUsually on like the personal stuff, like you're at the same college, you're the same exact industry, you're in the same fraternity, even like you could. You could probably target people that way if you want to go really deep. Obviously that would work at university. Yes, university like so yeah, might be way too small. Interesting. Cool. Now, when somebody reaches back though, don't say aren't they sort of like, hey, I'm this is like old and then you pick up the conversation like, do you?00:26:04:16 - 00:26:26:03UnknownI could see why you have the lead magnet because a lot of people like what I do next. hi. You want a house? Okay, so now what? Great. Right? If I'm lead magnet definitely makes a little bit easier. It makes it more enticing, but now it becomes a sales job, not a prospecting job. Yeah, it's building a relationship with that person, putting them in your pipeline for now or later.00:26:26:05 - 00:26:44:10UnknownBut once they've raised their hand and said, Yeah, I am exactly who you hoped I was, I have at home, this is where I live. I'm buying or selling. Now you can start to build that relationship enough to waste your time doing the outreach. Now you're closing. Yeah, maybe retargeting you could be following in other places. I like it.00:26:44:12 - 00:27:04:03UnknownWhat kind of costs is something like this running like because I'm thinking I used to have a team of cold callers. I know how much they costs. Like, what is this? Let's just say I'm like, All right, I'm sold. I want to do something like this. How much data do I need? And my dealing with like 10,000 records of people I got to find my.00:27:04:09 - 00:27:24:20UnknownAnd then how much, you know, like, how much does cost? Like, is there what's the budget like on this? Let's go over some of the pricing and expectations for each of these platforms. So they're each a little bit different breaking them down into Twitter, LinkedIn and email are kind of the main three that we like to do. Our average Twitter, we've got 15 bucks a month ish for Twitter verified.00:27:24:22 - 00:27:48:03UnknownWe've got the software cost, which is about $59 per month, and that's it for Twitter. Everything else is done within that tool. So if you're comparing that to anything else for generating leads, it's pretty absurdly affordable. Yeah. With LinkedIn, you've got Sales Navigator 99 a month and then you've got the tool, which is 89 a month. So less than 200 bucks a month.00:27:48:03 - 00:28:06:18UnknownAnd now you're doing hundreds of contacts automatically per day on LinkedIn. So if you're doing all the above, you're less than 400 bucks all in right now and then say you want it to do cold email outreach as well. This one is a little bit more complicated than, you know, setting up a tool and how can it to your account.00:28:06:20 - 00:28:27:19UnknownThat's what I teach pretty in-depth on on the ginger YouTube channel. But what you'd be looking at if you want to do the email stuff is you need data. So you can either purchase it from a B2B lead database such as Apollo Audio or Zoom info that can be expensive. You can scrape it using a tool like IG leads you.00:28:27:21 - 00:28:47:03UnknownYou can scrape it from LinkedIn using a tool like scrap. But you've got to got to get that list of emails who you want to contact. Then you need to set up cold email sending accounts, which can be a little bit technical for a lot of people. You don't want to send emails from your main email address. There's a risk that the people who are receiving them will market as spam.00:28:47:09 - 00:29:02:23UnknownAnd now, before you know it, all your general emails, the people who you know and do business with are going to spam. You do not want to do that. So always send from a secondary domain and a warmed sender account. We send those emails through a tool called instantly dating. I was going to I was going to ask you what you use for cold emails.00:29:02:23 - 00:29:20:13UnknownI just had someone asked me a question the other day. No, no, it this is really good for like this. Like this sounds like it'd be really good for distrust. You guys, like, you could buy data all day from, like, people that are high in debt. Like, this is what we used to do. Like and if you have that, you could buy the emails.00:29:20:13 - 00:29:40:18UnknownYou could, you could literally locate the people who have to sell their house in the next ten months just because there's no other financial option. But in addition, I think this is awesome for recruiting to be to be agent, agent, broker to agent. There's probably a big, big, big thing there. Probably we use this for a lot of things outside of lead generation as well.00:29:40:18 - 00:29:59:14UnknownOnce you understand the principles of cold outbound, you can start to pivot this, to use it for lots of different use cases. Recruiting is one that we use it for. Influencer partnerships is another one that we use it for. Business partnerships is another one that we use it for. So lenders looking for realtors, we are looking for lenders.00:29:59:16 - 00:30:32:06UnknownAll of those are relationships that can be built using these same principles and tactics. I see why you're creating leads, man. Smart, very smart. You remove cold call and you remove the friction and now you have a warm bond permission base. Follow up. Smart. Yeah. We had a cold calling team for a while. We had four people in house picking up the phone and compared to what we were able to do through automated cold outreach, it wasn't even close to what the cold callers.00:30:32:06 - 00:30:50:19UnknownYou guys too, is a revolving door. Like it's hard to retain a cold core. You might retain them for 90 days to maybe maybe six months, but then even then they're going to get burnt out. And then even when they don't, they start getting very expensive because the ones who are good know they're good and then they start asking for more money and then it starts not making sense anymore as a business owner too.00:30:50:19 - 00:31:11:02UnknownSo and rightfully so, they should get more money for that kind of phone. But very smart dude. I get it. It's very smart. I would talk to you when we think that's up for about a couple of things. Any other thing you want to add here? We talked about amounts of data. I think that was another question. How much did you have actually need A do you have an unlimited supply of data?00:31:11:02 - 00:31:36:20UnknownAnd if you live in a small town and you only serve the regions nearby to you and you can only find hundreds of people to do outreach to, this doesn't work for everybody, especially if you're restricted to localized small regions. But if you serve South Florida, you're never going to run out of data. There are tens of thousands, maybe even hundreds of thousands of people that you'll be able to find and reach out to at scale.00:31:36:20 - 00:31:57:18UnknownAnd that does not increase the cost. And there's always new people buying and selling houses. So as fast as you can reach out to them that is replenishing with data. So I would not let that be a concern. If you're operate in a populated area now, if you're a little bit more restricted and in a small town, this might not be a great outreach strategy for you.00:31:57:20 - 00:32:13:18UnknownThat makes sense. Yeah. I mean, there's only so much data to go around, but yeah, I see it as a it's definitely a once you have that niche and if you got data, I mean that's where it starts out. The key here is that the ability to get the data, get the records and you need emails. And what about cell phones?00:32:13:20 - 00:32:31:12UnknownJust emails. We've tried everything with the cell phones, voicemail drops, which is basically leaving them a ringing list voicemail. So they just get the voicemail on their phone and likely will call you back If you have somebody picking up the phone. Answering those actually works quite well as SMS messaging called does not work very well. People hate getting cold.00:32:31:14 - 00:32:50:21UnknownSMS messages. I hate them. I hate them too. Yeah. So no. And how is it that stop? If too many people reply stop now, your carriers will cut you off and you can't do it anymore. So SMS block messaging is essentially dead and then there's cold calling. I'm still waiting for an I cold calling machine to be good enough.00:32:50:23 - 00:33:14:02UnknownI keep getting propositioned by these companies to try their their new dialing bot their new to cold calling I they still suck. So yeah, you can use the numbers if you have a live cold calling team but we just mentioned how how difficult those challenges are plus this gets around all the TCP compliant shit like right. Is that a compliance issue for text messaging?00:33:14:06 - 00:33:32:01UnknownThere's a lot for real estate, you know, like there is a lot like just a do not call list and all of that stuff. And there's a lot of risk out there for people to pay. And I'm pretty sure that's who goes around that. Yeah, I don't think there's any there is regulation for called email. It's called the canned Spam Act.00:33:32:01 - 00:33:49:22UnknownSo there's certain things that you need to have in your code emails. You need to have an address and you have a way to unsubscribe quickly. It can't be a dopey bait and switch email. Yeah. So as long as you follow a few simple rules, you're safe, you're within legal bounds. And I do not think there's any legal limits about social media messaging.00:33:49:24 - 00:34:09:21UnknownThere might be limits and restrictions based on the individual social media account. So, for example, on Twitter, if Twitter catches you doing it, you might get a Twitter account suspended. But there's nothing legal that you'd be implicated in that I know of. And to this day, I've operated hundreds of these accounts and I still haven't had any issues.00:34:09:23 - 00:34:31:24UnknownVery cool, very cool way to how long you've been doing this. And what did you crack it? I've been in marketing for close to ten years and I've been doing a lot of automated messaging those entire ten years. And now I live and breathe this stuff. So always testing new tools. It's a blast for me, especially with a lot of cool stuff coming around the pipeline.00:34:32:01 - 00:34:49:24UnknownVery cool, man. Very cool. Why don't you tell listeners you're in the ship? Anything else you got? Any final tips you want to add once you tell them where they can learn more about you? I don't think we covered a lot of that. I hope it was helpful for you. Your hope was helpful for everybody. If you do want to learn more about me, the best place to learn more about this content is my YouTube channel.00:34:49:24 - 00:35:07:07UnknownGo to YouTube, type in lead Gen J. I've got deep dives into everything that I talked about here on that channel. Get a free course that you can enroll in, go through, learn how to generate leads that way. And if you want to send me a message, go to CMO J. Feldman on Instagram. Send it over there. But this is a blast.00:35:07:07 - 00:35:26:15UnknownThey hope I provide a value for some people. Yes, sir. And thank you guys for listening to other episode of the Real Estate Marketing Dude podcast. Folks, you guys know where to find us to visit our show, leave us messages and visit our new software referral suite. That's WW dot referral suite wect dot com. That'll teach you how to We'll teach you anything.00:35:26:15 - 00:35:44:18UnknownI'll do it for you, but it'll market your database, stay in front of them so you remain top of mind. Build a personal brand that people stop forgetting about and start sending you more clients. Appreciate guys less. Another episode we'll see all next week, but thank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is.00:35:44:24 - 00:36:04:20UnknownVisit our website at WW Dot Real Estate Marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching. Another episode of the podcast will see you next time.

Today we have Nick Niehaus on the show and we are discussing video in 2024. If you aren't using video, then you are doing something wrong. Get ahead before it's too late.ResourceNick's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:01:40:20 - 00:02:10:17UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:02:10:19 - 00:02:30:10UnknownWhat's up? Ladies and gentlemen, welcome to The Wrap. So the Real Estate Marketing Dude podcast. Folks, we're at the end of the year here. And if you're like most people probably thinking, Wow, 20, 23 sort of sucked, but what am I going to do in 2024? It's what you should be doing this time of year. While business is slow this year, maybe a little bit slower than the normal for a lot of people.00:02:30:12 - 00:02:47:10UnknownBut regardless of what happened this year, when the summer comes around, one of the things I always do is just practice and think about what the hell I'm going to do next year differently. What changes am I going to make? One of the things that you have to do is make changes, especially right now, this is the best time to make changes.00:02:47:10 - 00:03:12:06UnknownIs when everybody started looking around what to do when there's an interrupt or a pattern change or anything like that. That's the best time to go out there and actually stand out. Stick out. One of the ways to do that is going to be obviously with video, if you've been on the show for quite some time, we talked about video, we script an interview, lots of videos over the years, and we brought on Nick that's going to tell us everything about video, where he sees it going and whatnot.00:03:12:08 - 00:03:32:04UnknownAnd that's we're going to talk about today. What are you going to do next year in video? A lot of change. In the last 18 months, we saw long form go to short form. We saw, you know, like the need for less, call it edited videos even more. Authenticity has always been the key. But what's coming in 2024, you have artificial intelligence.00:03:32:04 - 00:03:47:11UnknownCan you use that for script writing all this other stuff? So that's we're going to be chatting about today. So without further ado, let's go ahead and introduce our guest, Mr. Nick Niehaus. Yeah, absolutely. Thanks, Mike. Excited to be here. Thanks for having me on. Why don't you tell everybody a little bit about what you do business school.00:03:47:11 - 00:04:03:04UnknownWhat does that tell you about when you get into it? Like because what we want to talk about is how we're going to do in 2024 on video. What can we do that you haven't done already or what you see where the trends and what should we be focusing on? Yeah, absolutely. So I guess, first of all, you know, I run a company called Business Video School.00:04:03:06 - 00:04:22:03UnknownWe primarily teach real estate agents how to use video. And one of the key components of that is that we really teach people that video is a form of communication. So, yes, it's a marketing tool. Happy to provide some tips and tricks on that front today. But I think that that in my mind and heading into 2024 is maybe the most important thing to sort of understand.00:04:22:04 - 00:04:38:20UnknownYou know, coming into this year. You mentioned obviously it's been a tough year. And the good news about that is that there there's less noise, there's less people marketing. I mean, there's literally less agents than there was a year ago. But there's also just once agents that cut back on their their ad spend, they cut back on their effort.00:04:38:21 - 00:05:02:05UnknownYou know, they're they're out there looking for side hustles. And I get all that. But that means there's just less content being created, there's less being posted. And so a lot of ways, I think heading into 2024, I mean, you got to think about it as an opportunity. I mean, this is this is a chance if you're still serious about your business and you're looking to grow, we are the projections look like we're going to see a bit of an increase in transactions, not back to where we had been, but that's going to help a little bit.00:05:02:05 - 00:05:29:15UnknownSo I think that, you know, you mentioned obviously short form got big. I think we're actually seeing a shift a little bit back towards long form. Again. You know, Tik Tok added 10 minutes and a live video never went away. Rights. There's some opportunities there. But I do think you know what you're talking about, authenticity wise, that is probably the biggest trend we're seeing, is that I was doing an example, as I did doing a presentation that day, and I asked the roomful of folks like, who here can define your ideal customer, Tell me about them.00:05:29:19 - 00:05:45:15UnknownLike, do you know any of the information about that person you're really trying to attract? Is that niche? Two or three years ago, nobody had an answer, right? Like everybody was just like, I buy it. So how's anybody I can work on? Anybody. I wanted to relate to everybody. Again, we're like trying to do what everybody like the person, like they can't stand, like, you name it.00:05:45:16 - 00:06:02:05UnknownHow are you going by us? I got you, bro, Right? Yeah. Like the guy I absolutely hate. I really want to work with that person. Right? Like, we know that's not true. We know that's also just not how your business works. You tend to attract, you know, certain categories of individuals and probably push away other types of individuals that sort of natural, but that was what struck me.00:06:02:05 - 00:06:20:24UnknownThis event is the average person in the room. They actually had some information about their ideal customer. They had started to think about this and that. To me, that's the that's the thing that's shifting. You know, I think a lot of agents that have been serious about their business for years have finally sort of accepted this reality of like, look, communication is easier.00:06:20:24 - 00:06:37:16UnknownThat's ever been it is so easy to put information in front of other people. And what that means is there's just so many more people doing it. So if I want to cut through that noise, I have to say something more customized for my ideal customer. Right? I got it. I got to get a message, is going to get their attention and is going to attract them.00:06:37:16 - 00:06:54:17UnknownIt's going to get them to want to start paying attention to me on a regular basis, especially in these periods where not that many people are buying or selling houses. Right. Because that's that's your brand, period, right? I mean, if anything, the agents that did it right this year, they focused on brand building. They got even better, you know, sort of learned even more about that ideal customers.00:06:54:18 - 00:07:08:19UnknownThey could cater their content even more to them. And now they have thousands of additional people that know who they are, who are starting to trust them, starting to like them, you know, starting to see all the stuff they have in common with them. As soon as those people want to sell their house, they already have their agent.00:07:08:19 - 00:07:23:01UnknownRight. And I know I know you've been talking about, you know, being top of mind for for many years. Right. That's the power of video. Is your face being the first face, the pops into that person's head. And so I think I think that's the big trend right now is is get to know that customer. Be honest with yourself.00:07:23:01 - 00:07:38:08UnknownIt's okay to narrow down and sort of pick a certain kind of group of people and then just make sure you understand them really well. And then my favorite version of this is to look at where you overlap with them, right? So what are your interests? What are what are pain points you've experienced in life? Match that to your ideal customer.00:07:38:08 - 00:08:08:04UnknownFind those those commonalities, the things that both of you are really excited to talk about. And that takes some work. It takes a little bit of soul searching perhaps, but you do that come to 20, 20 for that information, you're going to kill it. That's great that people are actually seeing it. You're right. They are. I could really I mean, I really thought about it because they're usually when I used to do a lot of like brand, the first question like what's interesting, you and everyone else like this first thing ask right See like if they if they can recognize that and a lot of times 90% of time like, I'm going to you00:08:08:04 - 00:08:23:10Unknownknow, work in the best interests of my client, I'm going to do a good job on them. I'm like, Are you supposed to do that? Like, yeah, like, like basic requirements of the job. Yeah, But yeah, I mean, that's good because that's all this is, is brand. So like Nick, are you told me that I just get on video.00:08:23:10 - 00:08:41:21UnknownI'm not just going to start generating a ton of lead just because I'm on video. Well you know unfortunately nowadays no. Right. I mean, there kind of was that point man. We used to make videos. They're just generic. Is that put them out. People get business. Right. But yeah, I think that ship sailed a little bit. Yeah. And let's talk a little bit because you hit it on the heart.00:08:41:22 - 00:09:01:08UnknownGo even deeper with it. Dialing in like the content strategy because it's not what you say, it's how you say it. That if people are paying attention to you and often people are so scared to the, say, the how and how they would when no one's looking. So what I mean by that is like, you know how the same way you are when the nobody's watching you like when you're by yourself is the exact same way.00:09:01:08 - 00:09:19:19UnknownYou should be on video when everyone's watching you. You know, But it's hard for people to do that. We put that like, what is Johnny going to say about me or What's Melissa going to say about me? And like, who cares why? You know? Like, how do people get over that? Well, yeah, that's a great question. I think that that is and I've seen that.00:09:19:19 - 00:09:32:16UnknownI mean, you and I both seen that a thousand times, right? It's like it's it's always the most Randy's like, I have this cousin and he's always been mean to me and like, he's going to comment on my video and I'm always just like he's, yeah, of course he's been doing that his whole life. It's he's just that's who he is.00:09:32:16 - 00:09:52:06UnknownThat's nothing new with you, you know, but that will hold people back. And so, yeah, I think so to me a lot of that is is luck when you when you do social media, you know it's I think that's what most people think of when it comes to video. It's always going to be a performance. I mean, there's a way because the thing is like you're never going to get rid of that aspect that just sort of any random person could see that content.00:09:52:12 - 00:10:12:16UnknownAny comment could come through and you just can't predict it. So the flipside of that is, okay, look, if that is a performance and there is going to be a little bit of nerves no matter what, are there other kinds of video? Are there other places I could be sharing content or are there other ways I could talk to people through the video camera that aren't the same kind of pressure, you know, maybe to get some practice, get some familiarity?00:10:12:18 - 00:10:31:15UnknownA lot of that, I mean, because in my mind, like any type of or to somebody, if everything else was second nature by then like if if using the equipment was was really convenient, they'd done it a bunch of times of speaking into a camera was familiar. And the only thing that was new was just the information they were sharing at that moment, then they're pretty natural, right, because they're comfortable.00:10:31:15 - 00:10:48:00UnknownSo I think it's about reps, right? It's about how many how many reps do you have? How many times you made a video? That's why for our school we always teach our students. I mean, start at the other end of the spectrum. Start with 1 to 1 video messages, right? You're sending a video to a single person. My favorite example that is Happy birthday videos.00:10:48:04 - 00:11:01:05UnknownGet on Facebook. It tells you whose birthdays are happening today. Like literally next to each one of them is a message button. Yeah. And you can click it. You can jump into messenger and send them a happy Birthday video about 15 seconds. I do that demo on my my trainings all the time. Like, get your phone, let's do it right.00:11:01:05 - 00:11:18:13Unknown2 minutes later, you send a couple these videos. So that's just there's just so little pressure. But the crazy part is like it also has business ROI. I like it. It's actually one of the most effective forms of video we've ever seen because because it puts you again, it keeps you top of mind, right? Like you're in their head now, Like they just saw you.00:11:18:15 - 00:11:35:03UnknownYou just you just smiled at them. You wished them happy birthday or whatever it is you said, Hey, that that vacation you went on. Look, thought a lot of fun. Let me know what I should check out if I ever go there. Whatever it is. 15, 20 seconds. Now you're in their head. Now they're going to remember you a few weeks later when they when they, for whatever reason, have a need for your product or service.00:11:35:03 - 00:11:51:13UnknownObviously, if they need to sell their house, you know, you're going to be more likely to pop up. And it's just so low pressure. So I like to start there. And I think that when you when you start with these simpler kinds of video, especially when you see the business impact. Right. So a couple weeks later, you sent 50 of them to a, you know, 50 people.00:11:51:17 - 00:12:06:03UnknownA couple of them reached out. You had a couple meetings scheduled, whatever it is. Right. That just makes you sort to accept, okay, this is worth it, right? Like, I can do more of this. I can keep taking more chances here. And then we kind of build on that, Right. So I think that thing that helps a lot.00:12:06:03 - 00:12:25:16UnknownYeah. Yeah. It's like you need a little bit of confidence. You need those little wins when you get when you're getting started. Like, and, and you're like, yeah, you actually watch that. What. I don't think anyone watch that video and you might have had like ten views, but if four of them were impactful, like it was worth it, you know, like don't look at, yeah, look at the law and it's a long game.00:12:25:16 - 00:12:56:16UnknownSo here's a question I get for you. Curious how you're going to answer it because there's a in you got to approach it the right way. So like is video lead generation or is it branding. Yeah. I mean that's a hard one right. Because I think I will say number one it's branding, you know, I think it absolutely can do both, you know, I mean because again I think video is one of those things that it's the closest as, as a species because like you know as humans like we've been inventing new ways to talk to each other for hundreds of years now.00:12:56:16 - 00:13:13:02UnknownRight? I mean, just in the past 30 years, I mean, you different ways that we invented that we can share our ideas with each other. There's a whole bunch of them, you know. So I do think as long as you just accept that, hey, this is this is a new way to build relationships, and it's the closest we can we can actually get to being face to face, right?00:13:13:02 - 00:13:27:21UnknownI mean, you look at I like to make the example of, you know, look at the pandemic. And I know we all got burned out on Zoom, but that was thank God we had Zoom, you know, because otherwise you've been on the phone all day. What about conference calls? You know, it just would have been much messier, much less impactful.00:13:27:21 - 00:13:44:07UnknownWe would have we would have misunderstood each other at a higher rate. All that's been research, you know, So it's it's very proven that, like, look, when I get in front of somebody, their brain in a lot of ways actually feels like they're having a face to face conversation with me. So branding number one, right? Because it's a relationship building tool.00:13:44:07 - 00:13:59:05UnknownThey're becoming familiar with you. They're starting to form that trust. And that is one of the problems, right, is that a lot of times when you get results from your video marketing, it's not because they just watch a video, immediately click the button and then they're going to call you and say, I just watched your video. I'm signing up right?00:13:59:07 - 00:14:24:02UnknownBecause it's kind of like, you know, calling up a friend and saying, you know, or calling somebody. I'd be like, Hey, you know how we've talked to each other several times in the past? Like, that's why I'm calling you today. Like, that's that's a like people are going to do that normally. So you have to ask. I think that's the takeaway there is if you do this stuff, you know, you're going to you're going to have you're going to get weird comments from people like, you know, here's one of my favorite examples of how, you know, this is working is you go to a networking event and somebody comes up to you and it feels00:14:24:02 - 00:14:38:14Unknownlike they're really familiar with you, right? Like they're they're like, hey, you were doing the thing the other day and like, you were talking about this and you don't really remember who they are because, I mean, that is just What's up, dude? What's up, bro? Right. Subdued. hey, how you been? Yeah, Yeah, Good to see you. Right.00:14:38:16 - 00:14:59:03UnknownLike, I don't know, I started. I started to just almost say that in action. yeah. Good to see you. I like is if I know him. Because half the time, I think I do. But that's what. That's what you look for, right? Is like, are the conversations starting to shift and all of a sudden it's cool because I mean, I go to the stuff nowadays and I don't have to, I don't know, strike up small talk, you know, like people remember who I am or I've never met them.00:14:59:03 - 00:15:13:04UnknownAnd but they've seen me a bunch because of my content. And so I think that's a good indicator. And then if people are calling you, just ask them, you know, where have you seen me in the past few weeks? You know what? What kind of are you see in any of my stuff on social? I'm just curious if it's working and all of a sudden that'll trigger.00:15:13:10 - 00:15:38:11Unknownyeah. I watch your videos all the time. Okay, well, now, you know, that's where those leads are coming from, right? Yeah, A lot of it is like these videos build up over time. You guys like it's not a Yeah, instant like, gratification thing. And that's like we had we have one one gallery that's an attorney and she's like, she's only shot like four videos and literally like five months.00:15:38:13 - 00:15:54:03UnknownShe's like, Why isn't this thing working? Like, dude, you got to shoot more videos. Like, you got it. So like, there's this you got creating the videos only have to battle though, but you have to distribute, right? So why do we walk them through that importance of that? It's not just creating the video that's only half the battle, guys.00:15:54:03 - 00:16:13:09UnknownIf you don't get it seen, then that's. yeah. So like, I see it all the time. People will post or they won't be social on social media. Then they expect the video to work, right? So like it's not Craigslist. You can't just post the video on Facebook, but you're never social on Facebook yet yourself. And then it's it's like it's not going to work.00:16:13:09 - 00:16:33:17UnknownSo question is, is video versus creating versus distribution, Where do you put the which is more important? All right. Yeah. No, that's I mean, obviously, I'm preaching to the choir with you, right? Because you get all this stuff. You've dealt with all this discussions before. And yeah, that's a huge point is it is so easy, especially if you're nervous, right, to make the content.00:16:33:17 - 00:16:45:22UnknownAnd then and then for whatever reason you sit on it. I still need to edit it. I still got to change that one graphic or whatever. It is crazy. I use that a lot, you know? I mean, I got to the point where I had to just hire an editor on our team. Just be like, Look, I'm just going to shoot this stuff.00:16:45:22 - 00:17:08:13UnknownIt's going to be in this folder and then you're going to take it, edit it and post it for me. So that just never happens again. So yeah, you know, distribution, I think it's probably the most important part, you know, I mean, because, because I don't think that the quality of the video is really what matters. So, you know, as long as you made something where I can clearly understand what you're saying, I think that's that's kind of the one benchmark I always look for is like the audio is clean enough.00:17:08:13 - 00:17:22:22UnknownI can hear you. You know, as long as I can understand what you're saying, then it's good enough to share and you will get better. Right? But you don't you don't necessarily improve that much if you're not getting any kind of feedback, you know, So if you you know, if you share a lot of content, you tend to get some feedback.00:17:22:22 - 00:17:40:14UnknownYou can ask for more, you can collect data, you can look at your stats, you can see where people stop watching the video and go back and see why there's so much information that you get from that that allows you to make those changes and improvements. So yeah, I think distribution number is probably more important. I think then it's also dormant.00:17:40:15 - 00:17:59:08UnknownDon't forget you can reshare the same video. I think people, they sort of forget to do that too, right? Because I mean, the first time you put something out, number one, but people didn't see it. Number two is the idea of especially if it resonates with people will resonate again, You know, so I've taken some of my more popular videos that have performed better and just reposted them, and they do even better the second time, right?00:17:59:08 - 00:18:15:22UnknownBecause then that person saw it two months ago. Maybe they recognize it, maybe they don't. But but again, that's kind of reinforcing that idea for maybe sort of the comment. Most don't even notice it. It's all in our own heads. Like no one remembers, like the video they watched yesterday. I don't remember. I know I watched Stranger Videos yesterday, but I could I couldn't tell you one of them.00:18:15:24 - 00:18:31:20UnknownI just know I saw. Yeah, I'll be halfway through reels all the time and I'm like, Wait a second, I think I've seen this before. Like two days ago, you know? But I'm still watching it again, so. And then back to what you're saying, I think that's huge too, which is you have to do the work on the other half, the other side of the coin.00:18:31:20 - 00:18:48:18UnknownRight. Which is you have to engage that. That was I got that wrong, too, when I first started. Right. Like I very I resisted social media initially. You know, I kind of grew up in the the era when these things were like literally coming out right to like my a couple of years ahead of me would have been like when Facebook was was released at Harvard.00:18:48:19 - 00:19:02:18UnknownSo a few years later, like when I could have signed up for Facebook initially it was still just college students, you know, just to kind of show you the line up there. And I could of and I didn't I kind of waited until the end of school to ever even sign up for it. So when I first got on, you know, it was for business reasons, right?00:19:02:18 - 00:19:19:20UnknownIt was all about like, I want to I want to get attention for my business. And I did that. I just I just posted. Right. And I had a bunch of friends and I kind of wondered like, okay, why doesn't this lead to much? Once I started commenting and liking and engaging with other people's content, that's when I saw that that switch kind of flipped, right?00:19:19:20 - 00:19:35:09UnknownBecause, I mean, you got to remember, like the algorithm is going to look at the first 20, 30 people. It shows your post to right. And if those people engage and they comment and they like it and maybe they share it or something like that, then it's going to go show it to a bunch more people. Well, you can create those relationships, right?00:19:35:10 - 00:19:50:20UnknownI mean, there's there's a certain group of people who are pretty active on social on both ends, right. If they're posting a lot. I mean, they're also logging on and looking at things a lot. So get out there, engage with their stuff, contribute in a meaningful way. And all of a sudden, couple weeks later, those people will return the favor.00:19:50:20 - 00:20:11:00UnknownAnd now that that seeds, that initial engagement with your content shows it to more people gets in front of more of those strangers you may be trying to attract. So yeah we we emphasize that a lot as well, which is, you know, if you're having a problem and you are posting relatively regularly but you're not seeing the engagement, go give the engagement and then see what happens to a street.00:20:11:00 - 00:20:32:01UnknownFolks. What about frequency? How often should I be creating content and should I be doing short form or long form? And like, how many videos do I need to do every single month or week to stay consistent? Is there? Well, and that's that's the thing, right? That to me that word the second one is consistency that that is actually, I think, more important.00:20:32:03 - 00:20:49:22UnknownSo I think frequency, I think a lot of people try to start with too high of a frequency, right. Logo. You know, I keep hearing you're supposed to post three shorts every day, which is a lot. I mean, any of us made content like suppose she were trying to make decent videos. That's a ton of content, right? So, okay, I'm in post three a day and they post three today.00:20:49:22 - 00:21:03:03UnknownAnd the next day they post three and then they post two and then they give me like, I can't do this and they stop altogether. And it's yeah, it's like you run out of business, right? It's like you had this presence. People are seeing you and then you get you vanished from them. So I think it's better to start with.00:21:03:03 - 00:21:25:01UnknownJust think about what you can do. Not not totally comfortably, you know, push yourself a little bit, but like what isn't really outside the current realm of possibility, so to speak. Right? You're not making a single video ever once a month to start, right? If you do that two or three months in a row and it was a piece of cake and you feel like you do more, make a bonus video or to write and then gradually up that frequency.00:21:25:01 - 00:21:42:05UnknownSo as as once a month becomes comfortable, I'll go to twice a month, go to once a week, you know, and then kind of see where you settle in in the long term. There are examples of this all up and down the spectrum, right? I mean, if it was that every successful business owner kind of did the exact same thing, then there'd be a formula.00:21:42:05 - 00:22:03:04UnknownUnfortunately, it is, you know, all over the place. I remember now, Mark Rober was is an extremely successful YouTuber. He's got his own sort of like toy engineering business nowadays based off of the following he posts like once a month. It is very infrequent, but it's consistent and people know as the kind of take me out every day takes my other that much closer to his next video.00:22:03:06 - 00:22:27:15UnknownAnd so it can build and it can build, you know anticipation right? People get excited that the next one's coming, but it's going to take a little bit of time. But it's got to be consistent, right? If you don't show up consistently, that's where you have problems, right? That's where where the algorithms starts not liking you. You know, I mean, these companies, they'll they'll favor the people who post regularly because they know that people are going to keep logging back in to see your stuff and therefore they can sell ads.00:22:27:17 - 00:22:44:07UnknownSo if you are posting consistently, they will show your stuff to more people because they see you as more of a partner for their ad sales, which not they make all their money, right? So that's that's where I focus on. Right. And then I think from there, I mean, between short and long and kind of all those decisions, that's a personal preference in some ways.00:22:44:07 - 00:23:02:01UnknownI mean, Short is really popular right now. I like short form, especially for newbies, because if you're putting out your first piece of content and I've never seen anything from you before, I don't trust watching you for 10 minutes, right. Like you're just a total stranger or in that case, a 22nd short. I might give you a chance and I might watch it.00:23:02:01 - 00:23:30:06UnknownAnd if I like it, then I'll watch until a bit longer next time. So I do think it makes sense to start short and then kind of build to the longer content. Agreed. Agreed. Don't overthink it either. sure. You've got to pick like one one spot because of something. You can't do not do anything. There's a tension and then there's like legion, like the long form is going to be more like the people are way more down your funnel need you, but it's the short that leads to the long.00:23:30:06 - 00:23:45:24UnknownSo you have to have a little bit of both. I like long for website stuff. yeah. Up to there. You know, you got to have all your long stuff there. It makes sense. But then short form, we don't see a lot of that. I'm not like the engagement on the logs just like doesn't happen anymore no matter who it is.00:23:46:01 - 00:24:05:13UnknownJust seems like they're just pushing those things up and the shorts are doing well. It's crazy, but it switches. It switches. So what about 2024? What do you do? Yeah, you guys are doing some cool stuff I hear with AI and whatnot. Like, how are you using. I would video scripts is probably like if you guys are stuck with what to say.00:24:05:13 - 00:24:24:13UnknownLike use A.I. for your scripts. So it's not that hard. There's literally everything. Verify what it says first verify you agree with what the air bot tells you. Yeah. I don't like read it. Don't just like say something you don't believe or agree with, but use it as a good baseline. How are you guys using it right now and what do you see the opportunity right there with it?00:24:24:15 - 00:24:42:16UnknownYeah. So we're got you know, we're trying in all kinds of stuff. So yeah, first and foremost, I think script writing, it's incredibly helpful for that, especially now that Jackie Beatty and several others have Internet access, right? I mean, you can have it right yet current up to date, factually accurate information. You're right. You do have to double check it.00:24:42:16 - 00:25:01:17UnknownJust make sure it doesn't make any mistakes, that it does a lot less of that than it was even six months ago. So it's gotten a lot more trustworthy. But you still want to verify. And then from there, I mean, we're starting to see opportunities with now generating images and graphics. So one of the things we did in our school is we started building our own tools there.00:25:01:18 - 00:25:26:10UnknownThey're based on the same tech as Chad GPT. We're just using the API, but we're able to kind of further train the the API a little bit. So the right scripts that are really specific to social media, that are specific to the real estate industry. We have a new tool now. We have something that we're introducing tomorrow actually, which we're calling workspaces, which is basically like all of the tools that you need to make your video all on one page.00:25:26:10 - 00:25:43:10UnknownSo we've got one that writes a script for you. The second one will generate a background image that you can use if you have like a green screen set up and nowadays you don't even need green screen, You just click a button and it removes the background for you automatically so you can swap that in. So we're doing like a holiday video challenge tomorrow and so they're going to using that stuff for that.00:25:43:12 - 00:26:03:23UnknownSo those are couple examples. And then I mean, from here forward though, it's just going to get crazier, right? I mean, because you're looking at that full automated editing in some cases like right now, there are some tools starting to come out. We use a tool called carpooling sometimes, and it's not perfect yet, but they have one now where you can just essentially talk to it and it'll do the editing you want.00:26:03:23 - 00:26:21:12UnknownSo some of the technical skills you need to edit your videos going away, right? So like just being like, Hey, three minute, you're 3 seconds in, add a graphic with my name and it slides in from the right and it'll do that and will generate it right. It's like that's happening now. There's so matters, right? Like people just, you know, fake people talking to the camera for you.00:26:21:12 - 00:26:45:07UnknownRight. So it's filed. Yeah I saw one a tool that I saw one that are doing like cool YouTube images for thumbnails, which I thought was cool. I forget what which one it was. But there's another A.I. tool that was got I lost my train of thought. I'm going to it's going to come back to me in a minute.00:26:45:09 - 00:27:08:02UnknownWhat was I using that thing for? Something fucking crazy? And I have to. It just lost my train of thought. I'll come back to it. I mean, yeah, there's some that are like. Like one of my favorite versions right now is there are several to do it. One I know of, it's called Opus, but it'll take a long form video and it'll just cut it up and do a bunch of shorts for you, you know, And it even has like the intelligence kind of find the most interesting points in that video, right?00:27:08:02 - 00:27:23:07UnknownSo, I mean, it's crazy what's possible. We had one that's what I was going to say. We had one translate in the Spanish like it was the same person. English. They're speaking in English. And it literally translated everything in Spanish and in the voice it looked. I'm like, That's not even though I'm like, No, I know. It's not like I'm like, that's a yeah.00:27:23:07 - 00:27:44:07UnknownThey literally translated to Spanish, which is a big deal because you can't edit in Spanish. You just switch over like, that's crazy. So there's a lot of that coming through. But these are these were just solving for problems that people who couldn't get on video previously had. So there's really not an excuse anymore. I mean, you could literally become anything by just do a little bit of research with any of that stuff.00:27:44:07 - 00:28:02:07UnknownAnd that's and that's a great yeah. I mean that that's important to keep in mind here is that like, look, if you think you had a runway to drag your feet to use in video, I mean, it's about gone now. And I think especially because, I mean, it's one thing to compete with other people, right? So you can you they all have their insecurities, other issues.00:28:02:07 - 00:28:18:06UnknownThey're going to take their time to, you know, that's already kind of fade now because enough people started doing this. But now you're competing with a I to right now. I mean, heck, if somebody was nervous going on camera, they can use a fake avatar and put a video out there and like, I don't think that's as good, but as you being on camera and talking to people.00:28:18:06 - 00:28:47:08UnknownBut it's more content, it's more noise, right? It's easy to create. And so, I mean, yeah, the urgency has has just continue to accelerate. I mean, it's really getting to a point where what is possible is just incredible. But that also means, you know, there's no sitting on the sideline anymore, right? Because I mean, again, you got to remember, like, it's all that psychology that the effect of somebody seeing your face in that face is talking to them and the way that that builds that relationship, that Parasocial relationship.00:28:47:10 - 00:29:04:15UnknownParasocial was apparently like one of the finalists for word of the year in 2023. Right? So it's like that people get this stuff now, right? I mean, we're all conscious of it. And so, yeah, I think I think that that's I think is kind of coming a little bit out of left field because we didn't really know these things were going to pop up in advance so quickly.00:29:04:17 - 00:29:20:14UnknownBut yeah, I mean, it's really opening the possibility that we could see AI real estate agents, you know, I mean, you could see these kind of like fake avatars that work somebody through almost the entire the only thing they wouldn't be able to do is physically show a home. Right? But I mean, you could do virtual home showings with an AI avatar.00:29:20:14 - 00:29:44:22UnknownI mean, it's kind of wild to think like what some of these tech companies are going to be putting out in terms of products that are competing with a traditional agent here even in the next 12 months. So I don't know they'll come that fast, but keep an eye on it. What about for realtors right now? I mean, I don't know any like big pop producers are aren't doing video like it's sort of weird if they're not at this point in the game like and that I mean, that alone should just give you as motivation you have to do it.00:29:44:22 - 00:30:18:13UnknownIt's like it's it really isn't I don't in real estate it's such a personal brand business like like you have to be on video. It's your face, not your brokers, your face that matters. Have you seen I still I've yet to see anyone that doesn't like work with yet. I Yeah it's hard to think of any I mean even the ones that are sort of more traditional agents that are have been successful for decades and you know didn't necessarily need to carve out a new audience like they've, they've reluctantly started doing it, you know, just because I mean, you don't want to wait until your clients are asking for it, right?00:30:18:14 - 00:30:34:14UnknownIt's like you got to get in front of at least that. And I and I was joking, you know, a few months ago, I was doing a presentation. I basically pointed out I was like, look, when people start getting video messages from their mechanics about their car and what's wrong with it when it's in the shop like star point, they're going to expect this from you.00:30:34:14 - 00:30:49:16UnknownThey're going to start asking for it and like you want to be learning it, then it's not it's not something you learn in a day, right? You learn it now. So you can preempt that. And literally in that particular guys guy raise their hands like, you know what, my my BMW dealership just sent me a video message yesterday and I was like, well, I mean, it's happening, right?00:30:49:16 - 00:31:05:07UnknownSo I got I got one for my plumber. Like plumber come over. And it was it was cool. Like it was like he and it was a little intro. It was a little about video. I was like, here's your technician. And it was it was like such a personal touch. The kid was like 22 years old, you know, and the company, like, set up the video.00:31:05:07 - 00:31:18:12UnknownBut when he showed up to the door, I'm like, yeah, you're the guy in the video. It was I was like a little different of a, you know, tell me, I hate plumber, How are you doing? But now he saw a video. There was a different what's the word is a different exchange of Hey, nice to meet you.00:31:18:12 - 00:31:37:10UnknownI almost felt like a new beat already. Right? It's just like. And it's just that little touch is a difference many times for getting hired or not. Especially when people are like, looking for an agent. You got to stick out and do something differently. Anything else you want to add for 2024? Any other tips? Anything that you want to you tell people to be on the lookout for?00:31:37:12 - 00:31:54:08UnknownWell, you know, I think that honestly, I mean, if you just make video, the focus 2024, you're going to be in good shape. You know, I mean, I think there are other things to think about. Obviously, we've talked a bit about it and that being a big part of those. But I think the reality is like this is the year to do it.00:31:54:08 - 00:32:13:02UnknownThe market is going to start to come back to some degree. I think. I mean, I'm I'm not that expert. I'm not the one saying that. But the experts seem to be saying that to some degree. And so, yeah, I mean, you just got to have awareness, right? I mean, you got to have enough people that know who you are, what you what you do, the fact that you're a friendly, trustworthy person that they could see themselves working with in the future.00:32:13:04 - 00:32:28:24UnknownAnd I just don't see a long term future for people that don't have that awareness. You know, I mean, if you're not if you're not seen as somebody if your face can't pop into my mind when I think about real estate, you're going to be in trouble at this point, right? I mean, I think that that's really it.00:32:28:24 - 00:32:47:02UnknownSo I don't you know, because video can be so overwhelming to people. I want to leave it at that. Right. Because, I mean, I don't want to give you other things to to use to procrastinate. So at least when it comes to me, it's like, hey, make it make it all about video, Make it all about getting yourself on camera, whatever that means, even if it's as simple as just saying happy birthday to people.00:32:47:04 - 00:33:02:01UnknownI mean, I think if you did that, you spent 2024, sang Happy Birthday through a video to every single person in your database. And that's the only kind of video you made. You probably can change your business. Yeah, you probably will. 10 to 15% of the people who say hello to you are going to be moving themselves this year in 100%.00:33:02:01 - 00:33:19:05UnknownI'm have referrals. So like whoever. Right. I think you actually sent me a video birthday email before on Facebook. You might have. I think I have. Yeah. I think it sort of sticks out now that I'm thinking about it. But I mean, that's that's like the perfect that's like the perfect example guys. Like, I'm just like, yeah, Nick did send me one of those videos in the past.00:33:19:07 - 00:33:48:21UnknownNow I have like, this is years ago. Yeah, Yeah. Why don't you tell them the video business school or it or buys video Schools act so they can check it out if they want to learn more. Yeah. Yeah, absolutely. So easiest way to find us. Just check out the website. Bizarre video school accounts so busy video school dot com and yeah we got you got some freebies on there I think that's a great place to start you can check out our memberships we do both monthly and annual plans that is not a long term contract.00:33:48:21 - 00:34:09:13UnknownWe don't sell any individual courses so it's very much a community based experience. We have an entire curriculum. We have 200 video recipes, which is basically video scripts on steroids. Monthly Challenges Q&A is, you know, all kinds of support tools. I mean, the laundry list is all there. But definitely check us out at bizarre video school dot com.00:34:09:15 - 00:34:43:16UnknownSweet. Thanks, bro. Appreciate you sharing your insight This episode we appreciate you guys. Another episode of the wrestling Marketing Do podcast folks, if you like this whole thing about generating and staying in front of your database and generating attention from the people that matter most, visit referrals. Sweet Adcom Referral Sweetcorn. We will farm your database through direct mail, video, email and give you everything the post and do on social media each and every day and months so that you don't have to stop thinking about what to do on any of social channels and more importantly, the people that you want to remember what you do for a living will, and then start setting your businesses00:34:43:16 - 00:35:02:08Unknownwith attractions all about keep your personal brand from the people that are most and and forget who the hell you are. That's all referral suite does WW dot referral suite dot com. Check it out and hope to see you on the inside. Thanks Nick and appreciate it too. Of course. Thanks for having me. Thank you for watching. Another episode of the Real Estate Marketing Do podcast.00:35:02:08 - 00:35:23:03UnknownIf you need help with video or finding out what your brand is. Visit our website at WW w dot Real Estate marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.00:35:23:07 - 00:35:26:02UnknownThanks for watching. Another episode of the podcast will see you next at.

Today we have Nick Niehaus on the show and we are discussing video in 2024. If you aren't using video, then you are doing something wrong. Get ahead before it's too late.ResourceNick's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:01:40:20 - 00:02:10:17UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:02:10:19 - 00:02:30:10UnknownWhat's up? Ladies and gentlemen, welcome to The Wrap. So the Real Estate Marketing Dude podcast. Folks, we're at the end of the year here. And if you're like most people probably thinking, Wow, 20, 23 sort of sucked, but what am I going to do in 2024? It's what you should be doing this time of year. While business is slow this year, maybe a little bit slower than the normal for a lot of people.00:02:30:12 - 00:02:47:10UnknownBut regardless of what happened this year, when the summer comes around, one of the things I always do is just practice and think about what the hell I'm going to do next year differently. What changes am I going to make? One of the things that you have to do is make changes, especially right now, this is the best time to make changes.00:02:47:10 - 00:03:12:06UnknownIs when everybody started looking around what to do when there's an interrupt or a pattern change or anything like that. That's the best time to go out there and actually stand out. Stick out. One of the ways to do that is going to be obviously with video, if you've been on the show for quite some time, we talked about video, we script an interview, lots of videos over the years, and we brought on Nick that's going to tell us everything about video, where he sees it going and whatnot.00:03:12:08 - 00:03:32:04UnknownAnd that's we're going to talk about today. What are you going to do next year in video? A lot of change. In the last 18 months, we saw long form go to short form. We saw, you know, like the need for less, call it edited videos even more. Authenticity has always been the key. But what's coming in 2024, you have artificial intelligence.00:03:32:04 - 00:03:47:11UnknownCan you use that for script writing all this other stuff? So that's we're going to be chatting about today. So without further ado, let's go ahead and introduce our guest, Mr. Nick Niehaus. Yeah, absolutely. Thanks, Mike. Excited to be here. Thanks for having me on. Why don't you tell everybody a little bit about what you do business school.00:03:47:11 - 00:04:03:04UnknownWhat does that tell you about when you get into it? Like because what we want to talk about is how we're going to do in 2024 on video. What can we do that you haven't done already or what you see where the trends and what should we be focusing on? Yeah, absolutely. So I guess, first of all, you know, I run a company called Business Video School.00:04:03:06 - 00:04:22:03UnknownWe primarily teach real estate agents how to use video. And one of the key components of that is that we really teach people that video is a form of communication. So, yes, it's a marketing tool. Happy to provide some tips and tricks on that front today. But I think that that in my mind and heading into 2024 is maybe the most important thing to sort of understand.00:04:22:04 - 00:04:38:20UnknownYou know, coming into this year. You mentioned obviously it's been a tough year. And the good news about that is that there there's less noise, there's less people marketing. I mean, there's literally less agents than there was a year ago. But there's also just once agents that cut back on their their ad spend, they cut back on their effort.00:04:38:21 - 00:05:02:05UnknownYou know, they're they're out there looking for side hustles. And I get all that. But that means there's just less content being created, there's less being posted. And so a lot of ways, I think heading into 2024, I mean, you got to think about it as an opportunity. I mean, this is this is a chance if you're still serious about your business and you're looking to grow, we are the projections look like we're going to see a bit of an increase in transactions, not back to where we had been, but that's going to help a little bit.00:05:02:05 - 00:05:29:15UnknownSo I think that, you know, you mentioned obviously short form got big. I think we're actually seeing a shift a little bit back towards long form. Again. You know, Tik Tok added 10 minutes and a live video never went away. Rights. There's some opportunities there. But I do think you know what you're talking about, authenticity wise, that is probably the biggest trend we're seeing, is that I was doing an example, as I did doing a presentation that day, and I asked the roomful of folks like, who here can define your ideal customer, Tell me about them.00:05:29:19 - 00:05:45:15UnknownLike, do you know any of the information about that person you're really trying to attract? Is that niche? Two or three years ago, nobody had an answer, right? Like everybody was just like, I buy it. So how's anybody I can work on? Anybody. I wanted to relate to everybody. Again, we're like trying to do what everybody like the person, like they can't stand, like, you name it.00:05:45:16 - 00:06:02:05UnknownHow are you going by us? I got you, bro, Right? Yeah. Like the guy I absolutely hate. I really want to work with that person. Right? Like, we know that's not true. We know that's also just not how your business works. You tend to attract, you know, certain categories of individuals and probably push away other types of individuals that sort of natural, but that was what struck me.00:06:02:05 - 00:06:20:24UnknownThis event is the average person in the room. They actually had some information about their ideal customer. They had started to think about this and that. To me, that's the that's the thing that's shifting. You know, I think a lot of agents that have been serious about their business for years have finally sort of accepted this reality of like, look, communication is easier.00:06:20:24 - 00:06:37:16UnknownThat's ever been it is so easy to put information in front of other people. And what that means is there's just so many more people doing it. So if I want to cut through that noise, I have to say something more customized for my ideal customer. Right? I got it. I got to get a message, is going to get their attention and is going to attract them.00:06:37:16 - 00:06:54:17UnknownIt's going to get them to want to start paying attention to me on a regular basis, especially in these periods where not that many people are buying or selling houses. Right. Because that's that's your brand, period, right? I mean, if anything, the agents that did it right this year, they focused on brand building. They got even better, you know, sort of learned even more about that ideal customers.00:06:54:18 - 00:07:08:19UnknownThey could cater their content even more to them. And now they have thousands of additional people that know who they are, who are starting to trust them, starting to like them, you know, starting to see all the stuff they have in common with them. As soon as those people want to sell their house, they already have their agent.00:07:08:19 - 00:07:23:01UnknownRight. And I know I know you've been talking about, you know, being top of mind for for many years. Right. That's the power of video. Is your face being the first face, the pops into that person's head. And so I think I think that's the big trend right now is is get to know that customer. Be honest with yourself.00:07:23:01 - 00:07:38:08UnknownIt's okay to narrow down and sort of pick a certain kind of group of people and then just make sure you understand them really well. And then my favorite version of this is to look at where you overlap with them, right? So what are your interests? What are what are pain points you've experienced in life? Match that to your ideal customer.00:07:38:08 - 00:08:08:04UnknownFind those those commonalities, the things that both of you are really excited to talk about. And that takes some work. It takes a little bit of soul searching perhaps, but you do that come to 20, 20 for that information, you're going to kill it. That's great that people are actually seeing it. You're right. They are. I could really I mean, I really thought about it because they're usually when I used to do a lot of like brand, the first question like what's interesting, you and everyone else like this first thing ask right See like if they if they can recognize that and a lot of times 90% of time like, I'm going to you00:08:08:04 - 00:08:23:10Unknownknow, work in the best interests of my client, I'm going to do a good job on them. I'm like, Are you supposed to do that? Like, yeah, like, like basic requirements of the job. Yeah, But yeah, I mean, that's good because that's all this is, is brand. So like Nick, are you told me that I just get on video.00:08:23:10 - 00:08:41:21UnknownI'm not just going to start generating a ton of lead just because I'm on video. Well you know unfortunately nowadays no. Right. I mean, there kind of was that point man. We used to make videos. They're just generic. Is that put them out. People get business. Right. But yeah, I think that ship sailed a little bit. Yeah. And let's talk a little bit because you hit it on the heart.00:08:41:22 - 00:09:01:08UnknownGo even deeper with it. Dialing in like the content strategy because it's not what you say, it's how you say it. That if people are paying attention to you and often people are so scared to the, say, the how and how they would when no one's looking. So what I mean by that is like, you know how the same way you are when the nobody's watching you like when you're by yourself is the exact same way.00:09:01:08 - 00:09:19:19UnknownYou should be on video when everyone's watching you. You know, But it's hard for people to do that. We put that like, what is Johnny going to say about me or What's Melissa going to say about me? And like, who cares why? You know? Like, how do people get over that? Well, yeah, that's a great question. I think that that is and I've seen that.00:09:19:19 - 00:09:32:16UnknownI mean, you and I both seen that a thousand times, right? It's like it's it's always the most Randy's like, I have this cousin and he's always been mean to me and like, he's going to comment on my video and I'm always just like he's, yeah, of course he's been doing that his whole life. It's he's just that's who he is.00:09:32:16 - 00:09:52:06UnknownThat's nothing new with you, you know, but that will hold people back. And so, yeah, I think so to me a lot of that is is luck when you when you do social media, you know it's I think that's what most people think of when it comes to video. It's always going to be a performance. I mean, there's a way because the thing is like you're never going to get rid of that aspect that just sort of any random person could see that content.00:09:52:12 - 00:10:12:16UnknownAny comment could come through and you just can't predict it. So the flipside of that is, okay, look, if that is a performance and there is going to be a little bit of nerves no matter what, are there other kinds of video? Are there other places I could be sharing content or are there other ways I could talk to people through the video camera that aren't the same kind of pressure, you know, maybe to get some practice, get some familiarity?00:10:12:18 - 00:10:31:15UnknownA lot of that, I mean, because in my mind, like any type of or to somebody, if everything else was second nature by then like if if using the equipment was was really convenient, they'd done it a bunch of times of speaking into a camera was familiar. And the only thing that was new was just the information they were sharing at that moment, then they're pretty natural, right, because they're comfortable.00:10:31:15 - 00:10:48:00UnknownSo I think it's about reps, right? It's about how many how many reps do you have? How many times you made a video? That's why for our school we always teach our students. I mean, start at the other end of the spectrum. Start with 1 to 1 video messages, right? You're sending a video to a single person. My favorite example that is Happy birthday videos.00:10:48:04 - 00:11:01:05UnknownGet on Facebook. It tells you whose birthdays are happening today. Like literally next to each one of them is a message button. Yeah. And you can click it. You can jump into messenger and send them a happy Birthday video about 15 seconds. I do that demo on my my trainings all the time. Like, get your phone, let's do it right.00:11:01:05 - 00:11:18:13Unknown2 minutes later, you send a couple these videos. So that's just there's just so little pressure. But the crazy part is like it also has business ROI. I like it. It's actually one of the most effective forms of video we've ever seen because because it puts you again, it keeps you top of mind, right? Like you're in their head now, Like they just saw you.00:11:18:15 - 00:11:35:03UnknownYou just you just smiled at them. You wished them happy birthday or whatever it is you said, Hey, that that vacation you went on. Look, thought a lot of fun. Let me know what I should check out if I ever go there. Whatever it is. 15, 20 seconds. Now you're in their head. Now they're going to remember you a few weeks later when they when they, for whatever reason, have a need for your product or service.00:11:35:03 - 00:11:51:13UnknownObviously, if they need to sell their house, you know, you're going to be more likely to pop up. And it's just so low pressure. So I like to start there. And I think that when you when you start with these simpler kinds of video, especially when you see the business impact. Right. So a couple weeks later, you sent 50 of them to a, you know, 50 people.00:11:51:17 - 00:12:06:03UnknownA couple of them reached out. You had a couple meetings scheduled, whatever it is. Right. That just makes you sort to accept, okay, this is worth it, right? Like, I can do more of this. I can keep taking more chances here. And then we kind of build on that, Right. So I think that thing that helps a lot.00:12:06:03 - 00:12:25:16UnknownYeah. Yeah. It's like you need a little bit of confidence. You need those little wins when you get when you're getting started. Like, and, and you're like, yeah, you actually watch that. What. I don't think anyone watch that video and you might have had like ten views, but if four of them were impactful, like it was worth it, you know, like don't look at, yeah, look at the law and it's a long game.00:12:25:16 - 00:12:56:16UnknownSo here's a question I get for you. Curious how you're going to answer it because there's a in you got to approach it the right way. So like is video lead generation or is it branding. Yeah. I mean that's a hard one right. Because I think I will say number one it's branding, you know, I think it absolutely can do both, you know, I mean because again I think video is one of those things that it's the closest as, as a species because like you know as humans like we've been inventing new ways to talk to each other for hundreds of years now.00:12:56:16 - 00:13:13:02UnknownRight? I mean, just in the past 30 years, I mean, you different ways that we invented that we can share our ideas with each other. There's a whole bunch of them, you know. So I do think as long as you just accept that, hey, this is this is a new way to build relationships, and it's the closest we can we can actually get to being face to face, right?00:13:13:02 - 00:13:27:21UnknownI mean, you look at I like to make the example of, you know, look at the pandemic. And I know we all got burned out on Zoom, but that was thank God we had Zoom, you know, because otherwise you've been on the phone all day. What about conference calls? You know, it just would have been much messier, much less impactful.00:13:27:21 - 00:13:44:07UnknownWe would have we would have misunderstood each other at a higher rate. All that's been research, you know, So it's it's very proven that, like, look, when I get in front of somebody, their brain in a lot of ways actually feels like they're having a face to face conversation with me. So branding number one, right? Because it's a relationship building tool.00:13:44:07 - 00:13:59:05UnknownThey're becoming familiar with you. They're starting to form that trust. And that is one of the problems, right, is that a lot of times when you get results from your video marketing, it's not because they just watch a video, immediately click the button and then they're going to call you and say, I just watched your video. I'm signing up right?00:13:59:07 - 00:14:24:02UnknownBecause it's kind of like, you know, calling up a friend and saying, you know, or calling somebody. I'd be like, Hey, you know how we've talked to each other several times in the past? Like, that's why I'm calling you today. Like, that's that's a like people are going to do that normally. So you have to ask. I think that's the takeaway there is if you do this stuff, you know, you're going to you're going to have you're going to get weird comments from people like, you know, here's one of my favorite examples of how, you know, this is working is you go to a networking event and somebody comes up to you and it feels00:14:24:02 - 00:14:38:14Unknownlike they're really familiar with you, right? Like they're they're like, hey, you were doing the thing the other day and like, you were talking about this and you don't really remember who they are because, I mean, that is just What's up, dude? What's up, bro? Right. Subdued. hey, how you been? Yeah, Yeah, Good to see you. Right.00:14:38:16 - 00:14:59:03UnknownLike, I don't know, I started. I started to just almost say that in action. yeah. Good to see you. I like is if I know him. Because half the time, I think I do. But that's what. That's what you look for, right? Is like, are the conversations starting to shift and all of a sudden it's cool because I mean, I go to the stuff nowadays and I don't have to, I don't know, strike up small talk, you know, like people remember who I am or I've never met them.00:14:59:03 - 00:15:13:04UnknownAnd but they've seen me a bunch because of my content. And so I think that's a good indicator. And then if people are calling you, just ask them, you know, where have you seen me in the past few weeks? You know what? What kind of are you see in any of my stuff on social? I'm just curious if it's working and all of a sudden that'll trigger.00:15:13:10 - 00:15:38:11Unknownyeah. I watch your videos all the time. Okay, well, now, you know, that's where those leads are coming from, right? Yeah, A lot of it is like these videos build up over time. You guys like it's not a Yeah, instant like, gratification thing. And that's like we had we have one one gallery that's an attorney and she's like, she's only shot like four videos and literally like five months.00:15:38:13 - 00:15:54:03UnknownShe's like, Why isn't this thing working? Like, dude, you got to shoot more videos. Like, you got it. So like, there's this you got creating the videos only have to battle though, but you have to distribute, right? So why do we walk them through that importance of that? It's not just creating the video that's only half the battle, guys.00:15:54:03 - 00:16:13:09UnknownIf you don't get it seen, then that's. yeah. So like, I see it all the time. People will post or they won't be social on social media. Then they expect the video to work, right? So like it's not Craigslist. You can't just post the video on Facebook, but you're never social on Facebook yet yourself. And then it's it's like it's not going to work.00:16:13:09 - 00:16:33:17UnknownSo question is, is video versus creating versus distribution, Where do you put the which is more important? All right. Yeah. No, that's I mean, obviously, I'm preaching to the choir with you, right? Because you get all this stuff. You've dealt with all this discussions before. And yeah, that's a huge point is it is so easy, especially if you're nervous, right, to make the content.00:16:33:17 - 00:16:45:22UnknownAnd then and then for whatever reason you sit on it. I still need to edit it. I still got to change that one graphic or whatever. It is crazy. I use that a lot, you know? I mean, I got to the point where I had to just hire an editor on our team. Just be like, Look, I'm just going to shoot this stuff.00:16:45:22 - 00:17:08:13UnknownIt's going to be in this folder and then you're going to take it, edit it and post it for me. So that just never happens again. So yeah, you know, distribution, I think it's probably the most important part, you know, I mean, because, because I don't think that the quality of the video is really what matters. So, you know, as long as you made something where I can clearly understand what you're saying, I think that's that's kind of the one benchmark I always look for is like the audio is clean enough.00:17:08:13 - 00:17:22:22UnknownI can hear you. You know, as long as I can understand what you're saying, then it's good enough to share and you will get better. Right? But you don't you don't necessarily improve that much if you're not getting any kind of feedback, you know, So if you you know, if you share a lot of content, you tend to get some feedback.00:17:22:22 - 00:17:40:14UnknownYou can ask for more, you can collect data, you can look at your stats, you can see where people stop watching the video and go back and see why there's so much information that you get from that that allows you to make those changes and improvements. So yeah, I think distribution number is probably more important. I think then it's also dormant.00:17:40:15 - 00:17:59:08UnknownDon't forget you can reshare the same video. I think people, they sort of forget to do that too, right? Because I mean, the first time you put something out, number one, but people didn't see it. Number two is the idea of especially if it resonates with people will resonate again, You know, so I've taken some of my more popular videos that have performed better and just reposted them, and they do even better the second time, right?00:17:59:08 - 00:18:15:22UnknownBecause then that person saw it two months ago. Maybe they recognize it, maybe they don't. But but again, that's kind of reinforcing that idea for maybe sort of the comment. Most don't even notice it. It's all in our own heads. Like no one remembers, like the video they watched yesterday. I don't remember. I know I watched Stranger Videos yesterday, but I could I couldn't tell you one of them.00:18:15:24 - 00:18:31:20UnknownI just know I saw. Yeah, I'll be halfway through reels all the time and I'm like, Wait a second, I think I've seen this before. Like two days ago, you know? But I'm still watching it again, so. And then back to what you're saying, I think that's huge too, which is you have to do the work on the other half, the other side of the coin.00:18:31:20 - 00:18:48:18UnknownRight. Which is you have to engage that. That was I got that wrong, too, when I first started. Right. Like I very I resisted social media initially. You know, I kind of grew up in the the era when these things were like literally coming out right to like my a couple of years ahead of me would have been like when Facebook was was released at Harvard.00:18:48:19 - 00:19:02:18UnknownSo a few years later, like when I could have signed up for Facebook initially it was still just college students, you know, just to kind of show you the line up there. And I could of and I didn't I kind of waited until the end of school to ever even sign up for it. So when I first got on, you know, it was for business reasons, right?00:19:02:18 - 00:19:19:20UnknownIt was all about like, I want to I want to get attention for my business. And I did that. I just I just posted. Right. And I had a bunch of friends and I kind of wondered like, okay, why doesn't this lead to much? Once I started commenting and liking and engaging with other people's content, that's when I saw that that switch kind of flipped, right?00:19:19:20 - 00:19:35:09UnknownBecause, I mean, you got to remember, like the algorithm is going to look at the first 20, 30 people. It shows your post to right. And if those people engage and they comment and they like it and maybe they share it or something like that, then it's going to go show it to a bunch more people. Well, you can create those relationships, right?00:19:35:10 - 00:19:50:20UnknownI mean, there's there's a certain group of people who are pretty active on social on both ends, right. If they're posting a lot. I mean, they're also logging on and looking at things a lot. So get out there, engage with their stuff, contribute in a meaningful way. And all of a sudden, couple weeks later, those people will return the favor.00:19:50:20 - 00:20:11:00UnknownAnd now that that seeds, that initial engagement with your content shows it to more people gets in front of more of those strangers you may be trying to attract. So yeah we we emphasize that a lot as well, which is, you know, if you're having a problem and you are posting relatively regularly but you're not seeing the engagement, go give the engagement and then see what happens to a street.00:20:11:00 - 00:20:32:01UnknownFolks. What about frequency? How often should I be creating content and should I be doing short form or long form? And like, how many videos do I need to do every single month or week to stay consistent? Is there? Well, and that's that's the thing, right? That to me that word the second one is consistency that that is actually, I think, more important.00:20:32:03 - 00:20:49:22UnknownSo I think frequency, I think a lot of people try to start with too high of a frequency, right. Logo. You know, I keep hearing you're supposed to post three shorts every day, which is a lot. I mean, any of us made content like suppose she were trying to make decent videos. That's a ton of content, right? So, okay, I'm in post three a day and they post three today.00:20:49:22 - 00:21:03:03UnknownAnd the next day they post three and then they post two and then they give me like, I can't do this and they stop altogether. And it's yeah, it's like you run out of business, right? It's like you had this presence. People are seeing you and then you get you vanished from them. So I think it's better to start with.00:21:03:03 - 00:21:25:01UnknownJust think about what you can do. Not not totally comfortably, you know, push yourself a little bit, but like what isn't really outside the current realm of possibility, so to speak. Right? You're not making a single video ever once a month to start, right? If you do that two or three months in a row and it was a piece of cake and you feel like you do more, make a bonus video or to write and then gradually up that frequency.00:21:25:01 - 00:21:42:05UnknownSo as as once a month becomes comfortable, I'll go to twice a month, go to once a week, you know, and then kind of see where you settle in in the long term. There are examples of this all up and down the spectrum, right? I mean, if it was that every successful business owner kind of did the exact same thing, then there'd be a formula.00:21:42:05 - 00:22:03:04UnknownUnfortunately, it is, you know, all over the place. I remember now, Mark Rober was is an extremely successful YouTuber. He's got his own sort of like toy engineering business nowadays based off of the following he posts like once a month. It is very infrequent, but it's consistent and people know as the kind of take me out every day takes my other that much closer to his next video.00:22:03:06 - 00:22:27:15UnknownAnd so it can build and it can build, you know anticipation right? People get excited that the next one's coming, but it's going to take a little bit of time. But it's got to be consistent, right? If you don't show up consistently, that's where you have problems, right? That's where where the algorithms starts not liking you. You know, I mean, these companies, they'll they'll favor the people who post regularly because they know that people are going to keep logging back in to see your stuff and therefore they can sell ads.00:22:27:17 - 00:22:44:07UnknownSo if you are posting consistently, they will show your stuff to more people because they see you as more of a partner for their ad sales, which not they make all their money, right? So that's that's where I focus on. Right. And then I think from there, I mean, between short and long and kind of all those decisions, that's a personal preference in some ways.00:22:44:07 - 00:23:02:01UnknownI mean, Short is really popular right now. I like short form, especially for newbies, because if you're putting out your first piece of content and I've never seen anything from you before, I don't trust watching you for 10 minutes, right. Like you're just a total stranger or in that case, a 22nd short. I might give you a chance and I might watch it.00:23:02:01 - 00:23:30:06UnknownAnd if I like it, then I'll watch until a bit longer next time. So I do think it makes sense to start short and then kind of build to the longer content. Agreed. Agreed. Don't overthink it either. sure. You've got to pick like one one spot because of something. You can't do not do anything. There's a tension and then there's like legion, like the long form is going to be more like the people are way more down your funnel need you, but it's the short that leads to the long.00:23:30:06 - 00:23:45:24UnknownSo you have to have a little bit of both. I like long for website stuff. yeah. Up to there. You know, you got to have all your long stuff there. It makes sense. But then short form, we don't see a lot of that. I'm not like the engagement on the logs just like doesn't happen anymore no matter who it is.00:23:46:01 - 00:24:05:13UnknownJust seems like they're just pushing those things up and the shorts are doing well. It's crazy, but it switches. It switches. So what about 2024? What do you do? Yeah, you guys are doing some cool stuff I hear with AI and whatnot. Like, how are you using. I would video scripts is probably like if you guys are stuck with what to say.00:24:05:13 - 00:24:24:13UnknownLike use A.I. for your scripts. So it's not that hard. There's literally everything. Verify what it says first verify you agree with what the air bot tells you. Yeah. I don't like read it. Don't just like say something you don't believe or agree with, but use it as a good baseline. How are you guys using it right now and what do you see the opportunity right there with it?00:24:24:15 - 00:24:42:16UnknownYeah. So we're got you know, we're trying in all kinds of stuff. So yeah, first and foremost, I think script writing, it's incredibly helpful for that, especially now that Jackie Beatty and several others have Internet access, right? I mean, you can have it right yet current up to date, factually accurate information. You're right. You do have to double check it.00:24:42:16 - 00:25:01:17UnknownJust make sure it doesn't make any mistakes, that it does a lot less of that than it was even six months ago. So it's gotten a lot more trustworthy. But you still want to verify. And then from there, I mean, we're starting to see opportunities with now generating images and graphics. So one of the things we did in our school is we started building our own tools there.00:25:01:18 - 00:25:26:10UnknownThey're based on the same tech as Chad GPT. We're just using the API, but we're able to kind of further train the the API a little bit. So the right scripts that are really specific to social media, that are specific to the real estate industry. We have a new tool now. We have something that we're introducing tomorrow actually, which we're calling workspaces, which is basically like all of the tools that you need to make your video all on one page.00:25:26:10 - 00:25:43:10UnknownSo we've got one that writes a script for you. The second one will generate a background image that you can use if you have like a green screen set up and nowadays you don't even need green screen, You just click a button and it removes the background for you automatically so you can swap that in. So we're doing like a holiday video challenge tomorrow and so they're going to using that stuff for that.00:25:43:12 - 00:26:03:23UnknownSo those are couple examples. And then I mean, from here forward though, it's just going to get crazier, right? I mean, because you're looking at that full automated editing in some cases like right now, there are some tools starting to come out. We use a tool called carpooling sometimes, and it's not perfect yet, but they have one now where you can just essentially talk to it and it'll do the editing you want.00:26:03:23 - 00:26:21:12UnknownSo some of the technical skills you need to edit your videos going away, right? So like just being like, Hey, three minute, you're 3 seconds in, add a graphic with my name and it slides in from the right and it'll do that and will generate it right. It's like that's happening now. There's so matters, right? Like people just, you know, fake people talking to the camera for you.00:26:21:12 - 00:26:45:07UnknownRight. So it's filed. Yeah I saw one a tool that I saw one that are doing like cool YouTube images for thumbnails, which I thought was cool. I forget what which one it was. But there's another A.I. tool that was got I lost my train of thought. I'm going to it's going to come back to me in a minute.00:26:45:09 - 00:27:08:02UnknownWhat was I using that thing for? Something fucking crazy? And I have to. It just lost my train of thought. I'll come back to it. I mean, yeah, there's some that are like. Like one of my favorite versions right now is there are several to do it. One I know of, it's called Opus, but it'll take a long form video and it'll just cut it up and do a bunch of shorts for you, you know, And it even has like the intelligence kind of find the most interesting points in that video, right?00:27:08:02 - 00:27:23:07UnknownSo, I mean, it's crazy what's possible. We had one that's what I was going to say. We had one translate in the Spanish like it was the same person. English. They're speaking in English. And it literally translated everything in Spanish and in the voice it looked. I'm like, That's not even though I'm like, No, I know. It's not like I'm like, that's a yeah.00:27:23:07 - 00:27:44:07UnknownThey literally translated to Spanish, which is a big deal because you can't edit in Spanish. You just switch over like, that's crazy. So there's a lot of that coming through. But these are these were just solving for problems that people who couldn't get on video previously had. So there's really not an excuse anymore. I mean, you could literally become anything by just do a little bit of research with any of that stuff.00:27:44:07 - 00:28:02:07UnknownAnd that's and that's a great yeah. I mean that that's important to keep in mind here is that like, look, if you think you had a runway to drag your feet to use in video, I mean, it's about gone now. And I think especially because, I mean, it's one thing to compete with other people, right? So you can you they all have their insecurities, other issues.00:28:02:07 - 00:28:18:06UnknownThey're going to take their time to, you know, that's already kind of fade now because enough people started doing this. But now you're competing with a I to right now. I mean, heck, if somebody was nervous going on camera, they can use a fake avatar and put a video out there and like, I don't think that's as good, but as you being on camera and talking to people.00:28:18:06 - 00:28:47:08UnknownBut it's more content, it's more noise, right? It's easy to create. And so, I mean, yeah, the urgency has has just continue to accelerate. I mean, it's really getting to a point where what is possible is just incredible. But that also means, you know, there's no sitting on the sideline anymore, right? Because I mean, again, you got to remember, like, it's all that psychology that the effect of somebody seeing your face in that face is talking to them and the way that that builds that relationship, that Parasocial relationship.00:28:47:10 - 00:29:04:15UnknownParasocial was apparently like one of the finalists for word of the year in 2023. Right? So it's like that people get this stuff now, right? I mean, we're all conscious of it. And so, yeah, I think I think that that's I think is kind of coming a little bit out of left field because we didn't really know these things were going to pop up in advance so quickly.00:29:04:17 - 00:29:20:14UnknownBut yeah, I mean, it's really opening the possibility that we could see AI real estate agents, you know, I mean, you could see these kind of like fake avatars that work somebody through almost the entire the only thing they wouldn't be able to do is physically show a home. Right? But I mean, you could do virtual home showings with an AI avatar.00:29:20:14 - 00:29:44:22UnknownI mean, it's kind of wild to think like what some of these tech companies are going to be putting out in terms of products that are competing with a traditional agent here even in the next 12 months. So I don't know they'll come that fast, but keep an eye on it. What about for realtors right now? I mean, I don't know any like big pop producers are aren't doing video like it's sort of weird if they're not at this point in the game like and that I mean, that alone should just give you as motivation you have to do it.00:29:44:22 - 00:30:18:13UnknownIt's like it's it really isn't I don't in real estate it's such a personal brand business like like you have to be on video. It's your face, not your brokers, your face that matters. Have you seen I still I've yet to see anyone that doesn't like work with yet. I Yeah it's hard to think of any I mean even the ones that are sort of more traditional agents that are have been successful for decades and you know didn't necessarily need to carve out a new audience like they've, they've reluctantly started doing it, you know, just because I mean, you don't want to wait until your clients are asking for it, right?00:30:18:14 - 00:30:34:14UnknownIt's like you got to get in front of at least that. And I and I was joking, you know, a few months ago, I was doing a presentation. I basically pointed out I was like, look, when people start getting video messages from their mechanics about their car and what's wrong with it when it's in the shop like star point, they're going to expect this from you.00:30:34:14 - 00:30:49:16UnknownThey're going to start asking for it and like you want to be learning it, then it's not it's not something you learn in a day, right? You learn it now. So you can preempt that. And literally in that particular guys guy raise their hands like, you know what, my my BMW dealership just sent me a video message yesterday and I was like, well, I mean, it's happening, right?00:30:49:16 - 00:31:05:07UnknownSo I got I got one for my plumber. Like plumber come over. And it was it was cool. Like it was like he and it was a little intro. It was a little about video. I was like, here's your technician. And it was it was like such a personal touch. The kid was like 22 years old, you know, and the company, like, set up the video.00:31:05:07 - 00:31:18:12UnknownBut when he showed up to the door, I'm like, yeah, you're the guy in the video. It was I was like a little different of a, you know, tell me, I hate plumber, How are you doing? But now he saw a video. There was a different what's the word is a different exchange of Hey, nice to meet you.00:31:18:12 - 00:31:37:10UnknownI almost felt like a new beat already. Right? It's just like. And it's just that little touch is a difference many times for getting hired or not. Especially when people are like, looking for an agent. You got to stick out and do something differently. Anything else you want to add for 2024? Any other tips? Anything that you want to you tell people to be on the lookout for?00:31:37:12 - 00:31:54:08UnknownWell, you know, I think that honestly, I mean, if you just make video, the focus 2024, you're going to be in good shape. You know, I mean, I think there are other things to think about. Obviously, we've talked a bit about it and that being a big part of those. But I think the reality is like this is the year to do it.00:31:54:08 - 00:32:13:02UnknownThe market is going to start to come back to some degree. I think. I mean, I'm I'm not that expert. I'm not the one saying that. But the experts seem to be saying that to some degree. And so, yeah, I mean, you just got to have awareness, right? I mean, you got to have enough people that know who you are, what you what you do, the fact that you're a friendly, trustworthy person that they could see themselves working with in the future.00:32:13:04 - 00:32:28:24UnknownAnd I just don't see a long term future for people that don't have that awareness. You know, I mean, if you're not if you're not seen as somebody if your face can't pop into my mind when I think about real estate, you're going to be in trouble at this point, right? I mean, I think that that's really it.00:32:28:24 - 00:32:47:02UnknownSo I don't you know, because video can be so overwhelming to people. I want to leave it at that. Right. Because, I mean, I don't want to give you other things to to use to procrastinate. So at least when it comes to me, it's like, hey, make it make it all about video, Make it all about getting yourself on camera, whatever that means, even if it's as simple as just saying happy birthday to people.00:32:47:04 - 00:33:02:01UnknownI mean, I think if you did that, you spent 2024, sang Happy Birthday through a video to every single person in your database. And that's the only kind of video you made. You probably can change your business. Yeah, you probably will. 10 to 15% of the people who say hello to you are going to be moving themselves this year in 100%.00:33:02:01 - 00:33:19:05UnknownI'm have referrals. So like whoever. Right. I think you actually sent me a video birthday email before on Facebook. You might have. I think I have. Yeah. I think it sort of sticks out now that I'm thinking about it. But I mean, that's that's like the perfect that's like the perfect example guys. Like, I'm just like, yeah, Nick did send me one of those videos in the past.00:33:19:07 - 00:33:48:21UnknownNow I have like, this is years ago. Yeah, Yeah. Why don't you tell them the video business school or it or buys video Schools act so they can check it out if they want to learn more. Yeah. Yeah, absolutely. So easiest way to find us. Just check out the website. Bizarre video school accounts so busy video school dot com and yeah we got you got some freebies on there I think that's a great place to start you can check out our memberships we do both monthly and annual plans that is not a long term contract.00:33:48:21 - 00:34:09:13UnknownWe don't sell any individual courses so it's very much a community based experience. We have an entire curriculum. We have 200 video recipes, which is basically video scripts on steroids. Monthly Challenges Q&A is, you know, all kinds of support tools. I mean, the laundry list is all there. But definitely check us out at bizarre video school dot com.00:34:09:15 - 00:34:43:16UnknownSweet. Thanks, bro. Appreciate you sharing your insight This episode we appreciate you guys. Another episode of the wrestling Marketing Do podcast folks, if you like this whole thing about generating and staying in front of your database and generating attention from the people that matter most, visit referrals. Sweet Adcom Referral Sweetcorn. We will farm your database through direct mail, video, email and give you everything the post and do on social media each and every day and months so that you don't have to stop thinking about what to do on any of social channels and more importantly, the people that you want to remember what you do for a living will, and then start setting your businesses00:34:43:16 - 00:35:02:08Unknownwith attractions all about keep your personal brand from the people that are most and and forget who the hell you are. That's all referral suite does WW dot referral suite dot com. Check it out and hope to see you on the inside. Thanks Nick and appreciate it too. Of course. Thanks for having me. Thank you for watching. Another episode of the Real Estate Marketing Do podcast.00:35:02:08 - 00:35:23:03UnknownIf you need help with video or finding out what your brand is. Visit our website at WW w dot Real Estate marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.00:35:23:07 - 00:35:26:02UnknownThanks for watching. Another episode of the podcast will see you next at.

If you still see yourself as just someone who sells houses, you might need to reevaluate. In this market, you should be an entrepreneur. You should constantly be looking for new ways to make money in this market and new ways to capitalize on a shifting market.ResourceDan's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:03:33:13 - 00:04:04:18UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:04:04:20 - 00:04:25:06UnknownWhat's up? Ladies and gentlemen, welcome to Other Up. So the Real Estate Marketing Dude podcast folks, Rome is burning. Things are going all crazy. Holy shit. There's another NAR lawsuit. This one claims to take down the industry. The number two just came out, I think, yesterday. Folks, this is not going away. And what's going to happen? Sorry, my mic's like pulling on me.00:04:25:06 - 00:04:43:04UnknownBut what's going to happen is that the cream is going to. What's up? What's the saying? The cream rise of the top or what am I trying to say? Cream rises to the top. I think that's what what I'm trying to say. But that's what's going to happen. This is like a what's the DA wisdom rule called survival of the fittest.00:04:43:04 - 00:05:08:11UnknownRight? That's what's going to happen. Survival of the fittest right now. And people are freaking out. I'm loving it. Like, not that people are freaking out, but I just see nothing but giant opportunities because I love paradigm shifts in the market when everything is going so smooth, so easy, no one changes and you become complacent. And that's that complacency that's got you kicking yourself in the pants right now because you haven't changed in the market.00:05:08:11 - 00:05:25:18UnknownJust caught you with your pants down. And when that happens, you have to change. And so many people are just stuck right now. They're like still like me and they're not doing anything. But folks, if you listen and pay attention, if I told you last quarter here, it's just going to be about what to do when that shit changes and this is going to be one of those shows.00:05:25:20 - 00:05:42:24UnknownSo we brought on Coach Dan Gordon and Dan is going to go out and Ganz. A whole brand is for bad ass entrepreneurs only. Okay, so we're going to talk to you about entrepreneurial ism because you're not another salesperson chasing a check. You're selling houses in real estate. You're you don't work for your broker, you work for yourself.00:05:43:05 - 00:06:00:03UnknownAnd if you're not positioned as an entrepreneur or you don't view yourself as an entrepreneur, I will promise you you're going to be out of business in the next 6 to 12 months. So without further ado, let's go ahead and introduce our guest coach. Dan, what's up, Dan? Mike, thank you. Thank you. Thank you for having me. I just.00:06:00:03 - 00:06:22:09UnknownI love what you shared. I am a big fan of things changing. I'm a big fan of things breaking in. I'm a big fan of things failing because in breaking, failing and changing, that's where you learn the most about yourself. That's where you grow. But as human beings, we are designed to avoid new things. It's just it is endemic in our humanity.00:06:22:14 - 00:06:46:07UnknownAnd your ego, like the part of you that keeps you safe, tells you don't do anything new. And when something new happens, it says, run away from it. Yeah, but look, I have studied successful people all of my professional career and the one throughline of every successful person I'm talking from Richard Branson to Dr. King was the Theresa.00:06:46:09 - 00:07:11:14UnknownEverybody who has made a splash in the world. They have run towards change, not away from that. Now, it's an easy thing to say. I mean, that's a refrigerator magnet, that's an Instagram post. But how do you do it? Right? It reminds me of like when I went skydiving, I was all about skydiving too. My instructor rolls open the door at 10,000 feet and I'm like, Holy shit at this.00:07:11:14 - 00:07:37:08UnknownIt just got super real. Yeah, that's so here's the here's the first thing I want you. Thank you, Mike. You too, listener to remind yourself of. And that is, I'm safe no matter what's going on. That's different or crazy or you're worried about actually, you're safe. And it is in worry that you shut down your creative pipeline and things get worse.00:07:37:10 - 00:07:58:03UnknownSo worrying does not help. We only worry because we. Because we feel like we're in control. If I'm worried about something, I'm taking action. You're not. You're actually limiting yourself. So the first thing you have to do is you have to surrender, worry And and remember, if something was going to take you down, it would happen by now.00:07:58:05 - 00:08:25:18UnknownYou know, the fact and I love realtors, I love people who are in real estate and I've worked with over a thousand entrepreneurs. And the thing I love about people in real estate is they work harder because they have to. It's a really weird business. You begin a real estate business at a very high dollar product, and most people who get into business to not start at a high dollar product, you guys jump right in to the fire.00:08:25:20 - 00:08:51:24UnknownAnd so because of that, it is so important that you connect with your clients on an emotional level. Thank you at all. Right. And so what that means Wait, everyone has commission breath, though. Everyone's out there selling their Have you seen interest rates that here's the post going around social media right now. You know, here's what happened in 1972 when buyers waited for interest rates to come down.00:08:52:01 - 00:09:34:13UnknownI'm like, Quit selling your shit, dude. Like, why do you always have to sell, stop, start, stop selling and start serving people and watch what happens? Like exactly. You can't be a salesperson anymore. Like you you, you are in sales. Okay? But anyone in sales isn't good unless they're great at service first. Yeah. And. And what you're saying about sales, the the perfunctory term of sales is that everybody hates salespeople because the way that salespeople act now, if you are selling in that way, you aren't a salesperson, you're con artist, you're trying to convince someone to buy something.00:09:34:15 - 00:10:00:23UnknownIf and we've all had those experiences where we bought something and think, Wow, the person who sold me this, they weren't like a salesperson at all. They just helped me. But that's what you have to do. So we've been looking at condos in Long Beach, right? And the thing that's so fascinating about this, the the realtors that we've talked to is so many of them, just like you say, Mike, they're just pushing product.00:10:01:00 - 00:10:21:00UnknownHere's what I want to hear. And I've never heard this once, but for my clients who are salespeople, arms who are real estate agents, I've told them to do this and it works like a charm when someone walks into a house that you're selling, you greet them and you say, Hey, can I tell you the thing I don't like about this house?00:10:21:00 - 00:10:36:08UnknownAnd the three things that I love about this, I see that all the time. I used to trash fucking house and I'd be like, just because, like, honestly, the first showing was like, I always set up a decoy showing because on the first show, no one knows, no matter what you guys like, you guys know the business. Like people say they want this.00:10:36:08 - 00:10:49:01UnknownThey never end up buying what they fucking end up saying they want buying from the beginning. So I always threw a bomb in the middle, especially on the first groups of showings. And I was there to earn trust and I'd be like, Dude, I wouldn't like that. I want to let your grandma buy this house with a ten foot pole.00:10:49:03 - 00:11:05:18UnknownGet the fuck out of here. Like, there's no way in hell I'm letting anyone buy this house and I'll talk them out of the sale. But you're right, because what happens is that people are just like, Damn, that guy's looking out for me. And I hate those. The little things are what generate referrals, guys, those little things and all those dos being best interests.00:11:05:18 - 00:11:24:22UnknownMy client. Like, if you're worried about yourself, then why the hell would you let them? Like, we just called moral responsibility, dude. Like, I don't. To me, that's common sense, but there's a lot it is people that it's not to it's scary. And you guys are the ones that are going to get your ass kicked as this lawsuit changes.00:11:24:22 - 00:11:43:12UnknownAll right. And it is scary. And the scary part is, is that you put all the time and all this effort into work it into something and you get nothing from it. Right. And when that happens over and over, you get traumatized. I mean, straight up, you get traumatized by it and you're worried. This is what I was talking about earlier.00:11:43:12 - 00:12:07:14UnknownYour worries starts telling you a story that it's going to happen again. But the only way is going to happen again If what if you don't do something different? Okay. So I love I love what you said. Trash the place you will gain so much yardage by telling someone I do not like this about this house. And if you buy it, you have to be aware that this exists.00:12:07:16 - 00:12:33:08UnknownAnd we were looking at this condo and and it was next door to this big apartment complex. And we said, you know what? We're worried that it's going to be noisy. And the the realtor said, oh, they're no, they're really quiet. Right. Like, he knows every person in the apartment complex, like my good. Mike Oh, shit. Mike So what he should have said is, how did you feel, though, right when he said that what you do like internally, you're probably like, Fuck you.00:12:33:09 - 00:12:55:19UnknownThis guy's like, I didn't do anything internally. I laughed at him. Did you still use him? Well, no, of course not. See, we. Do you see those guys? But if he had said, Look, you're right. It could be. It could be. No, you see, I don't know. I would spend the night here. But the fact is, this place is $100,000 cheaper than the one down the street.00:12:55:22 - 00:13:16:15UnknownIt looks exactly like this that doesn't have an apartment complex next to it. So you're going to have to trade either a potential for some noise or spending an extra 100 k. And I'm I'm glad either way I remember a glad sorry to me after yes I'm sick. That would have made me trust him. That would have made me say, you know what?00:13:16:15 - 00:13:41:05UnknownRight. But you cannot any objection that somebody has. You cannot counter that objection by trying to convince them that their objection is real. You start with this. Hey, I get it or that makes sense. Whatever they say, start with, Hey, I get it or that makes sense. And you will gain their trust, Be on their side. Do not be on your side.00:13:41:05 - 00:14:12:01UnknownNobody cares about you. They care about themselves. So don't just promote the house like it's lipstick on a pig. Be honest, be authentic. Even if they don't buy that house, they're going to come back to to you, which is how we got our realtor in Long Beach. It's somebody who did that, and we picked her up. And when I was selling real estate in Chicago, one of the listings I took didn't hire their previous agent, and I'm not going to call them out, but you know who you are calling you scumbag.00:14:12:03 - 00:14:33:10UnknownBut anyway, anyways, I guess when she bought the house and I lived on it, if you don't know what the deal is, it's a train. Okay? Oh, yeah, Yeah, for sure. And if you live next to the train, that thing is loud. I lived on the hill for three years, so I know it front and hand. And he told this buyer that was now my seller at the time that.00:14:33:13 - 00:14:51:19UnknownOh well the, the CTA is going to go ahead and put rubber. They have plans to put rubber wheels on all the all trains and that's going to actually increase your value because the only reason this is a good price right now is because the property is next to the L train. But once that noise factor goes away, you're like into a 10 to 15% equity cushion.00:14:51:19 - 00:15:06:06UnknownNo doubt. I'm like, Huh. You think they that that train is louder now than it's ever been since it's been alive there. But same thing. You just talk some into it and look how much you what was the opportunity cost on that? Right. Well, I got to listen a couple of years later and that turned into buy two.00:15:06:06 - 00:15:36:09UnknownSo be honest. I like it. Let's go to the point in time in your at surrender. Yeah. And then what's next? Listen to what people are saying like and you have to listen to people beneath their words, right? So if somebody says it's too expensive, what are they really saying? They're saying, I'm afraid I'm going to spend a lot of money and I'm not going to get value out of this.00:15:36:11 - 00:15:47:04UnknownI'm not going to get what I want. And so, again, someone says it's too expensive. Like, yeah, I know the market is crazy right now.00:15:47:06 - 00:16:24:01UnknownIt is expensive, but let's talk about what it is that you want to so you get someone to open up. Just get them talking about their feelings because people do not buy based on logic, they buy based on emotion. People don't buy on price. They base, they buy based on emotion. And if you are not talking with someone about emotion, about the things that they want, about the things that they're concerned about, but the things that they love, then you're having a conversation that is happening.00:16:24:01 - 00:16:47:07UnknownIt's like talking to someone across a courtyard and yelling back and forth at them as opposed to being right up with them and chatting with them like I'm when when I talk with someone, one of the first things I say is, Hey, what's the best thing that's happened to us so far today? Right? Because it gets them into what their feelings are.00:16:47:13 - 00:17:07:11UnknownSo whenever I walk into a or whatever, we we walk into a condo that we're looking at, it's always the same questions. How long have have you been looking? Have you been looking in the area and do you have in your head? Yeah, right. And those three questions are designed to get business out of here. Got question number four?00:17:07:12 - 00:17:26:21UnknownCan you please sign in here? Yeah. Oh, can you please sign in here? Give me your give me your Social Security number where you live and everything else. And so I could call you and try to close you. I saw you on something. Stop asking people to sign it. Stop it, Stop it, Stop it. Please, Please. Unless they show interest in you.00:17:26:23 - 00:17:42:22UnknownLook, if people dated or tried to date the way that people try to sell. This is how. This is how it would go. You'd walk up to someone in in the bar and go, Hey, give me your phone number. And then they'd be like, Wait, what? Like, Hey, what do you say we go back to my place? I would think it'd be the other way.00:17:42:22 - 00:18:03:23UnknownYou didn't ask for the phone number. You're just saying that there is no phone number. I just go back to my place. You have to warm people up, and you have to really be focused on what they want, how they're feeling, what they're struggling with. You know, it's when someone walks in, say, hey, you know, how was your buying?00:18:04:00 - 00:18:25:14UnknownYou know, how is your house shopping experience going? I and they're going to say, yeah, it's been a little rough. Yeah. Yeah, I bet it is. I mean, I don't I don't envy you. Yeah. You know, I mean, you know, it's. Yeah, it's rough selling houses, but you have it worse. I show that you understand them. Go to where they are.00:18:25:16 - 00:18:53:04UnknownLet me ask you a question. Just switched this topic up a tad. And like, right now you have 8% interest rates essentially. Hmm. Properties are way overvalued. The others and if they're not, they're they're expensive. Like they don't come down but like just it's simple math to me. Like there's only so many people that can afford so many houses at some time, but when it's at 8% rate.00:18:53:04 - 00:19:11:00UnknownSo not only that, but then you have this NAR lawsuit that comes into the mix. Yeah, Realtors are already having a bad year. They're already people are quitting left and right, like it's happening. Like, of course it's going to move. Transactions are down 30%. Of course you're going to lose agents or just common sense. But what do you tell someone right now that has all this this adversity and challenges?00:19:11:00 - 00:19:27:01UnknownBecause they're look from agents and I understand, guys, you're going to have to change. But I understand they are scared. And what do you tell them right now? They're go they're my reality is commission compressions real right. You guys are going to be getting 5% on a listing anymore. It's just not going to happen. Like you could start.00:19:27:01 - 00:19:41:10UnknownMy guess is my guess is going to go down to about one and a half percent would be what I would anticipate. My side's going down, too, which means it's going to be cut like 40%. I don't think it can happen overnight. I think it's going to be like five years from now. However, what do you tell someone with that?00:19:41:10 - 00:20:07:13UnknownWhat what what is the opportunity now? Well, every entrepreneur who comes to me has a reason why they're not selling. It's the economy. You know, it was COVID. It's my mother in law, Right? It's this. And what I say to everybody is somebody's selling right. Right now there somebody with a lot of money spending a lot of money on something really expensive.00:20:07:15 - 00:20:31:06UnknownWell, who is that person selling it to them? What are they doing? And the big question is, have you invested your time and energy in learning how to sell better? Have you watched YouTube videos? Have you talked to people who are doing well? Have you researched online people in your area, realtors who are selling well? Have you had lunch with them?00:20:31:08 - 00:20:57:16UnknownRight. Not to pick their brain, but just say, hey, I just like get to know people in your business who are doing well in your business. You don't have to buy anything from them. Just get to know them. Yeah. Because there is a way that you are being if you are struggling that is not working. And if you try to keep doing more of this same thing, it's like driving faster in the wrong direction.00:20:57:18 - 00:21:16:17UnknownSo it's up to you to to find out. And I and I actually like to help all of you. I have a giveaway kind of give your audience something to shoot. Okay. So I have a book called Jump in the Gap, Kill Your Story and Take Action. And this is a book that I wrote about seven years ago after I lost everything.00:21:16:17 - 00:21:38:13UnknownAnd in a month I lost $70,000. I lost my marketing company. My world went to shit eight months later, I walked out on stage in Dallas, Texas, being paid $10,000 for my first speaking gig. Now the journey from the floor to the stage was all about changing the stories in my head. What I believe, like the real estate market is crap.00:21:38:14 - 00:22:04:03UnknownThat's a story. Now, of course, in the 3D world, you can point to it and say, Yeah, it's actually happening. But I'll say again, somebody is selling houses, somebody's buying houses. You can be that person. So changing your story is the beginning. So to get my book, it's free. Just text the word gap GAAP to this number 2134 or 9836x2134098366.00:22:04:03 - 00:22:32:20UnknownText the word gap GAAP to 2134098366. Text the word gap and you can download. It's a quick easy read. And so many people have told me, Wow, this really blew my mind. I thought these things that I believed were real. Turns out it was just a story. And the great thing when you stop telling yourself stories, you can get the people that you're selling to to stop telling themselves stories like it's too expensive.00:22:32:20 - 00:22:55:03UnknownNow isn't a good time. I'm not ready. Those are all stories. Yeah. Jumping the gap is about moving yourself and moving other people from one side of where they are, where they don't want to be, to the other side, where they do want to be over the gap of their fears. And the only reason that you're struggling right now is because you have fear.00:22:55:05 - 00:23:26:03UnknownYou have fear that you're not good enough. That is not going to work and you're afraid of investing yourself in learning new things. Because when you learn new, new things, there is you realize the shit ton of things that you don't know. It's it is. It's terrifically intimidating. Oh, wow. I have to learn all these new, new things and but it's the only way when I change my my life, I had to learn so many new things in such a short period of time.00:23:26:05 - 00:23:50:12UnknownAnd it was really hard. But you know what I got used to? I got used to not knowing things and I got used to failing and not knowing things. And failing is the best way to turn your life around in. Sounds like we're very similar stories in our personal lives, but you guys look what is is absolutely true.00:23:50:12 - 00:24:10:22UnknownLike until, you know, I say survival of the fittest. It's like the squirrel is out there, figures out where the nuts are, right? He's just going to figure it out. Animals figure it out, and you'll just figure it out, too. But you have to change, like and that's the opportunity there is right now. And it is reluctant. I remember when I was making so much money that my ego was so big that I was my own worst enemy.00:24:10:24 - 00:24:33:10UnknownAnd what and what ended up happening was I wouldn't change. Like I couldn't at that time, I couldn't even like book appointment on my own calendar because I'd have someone do it for me. I couldn't even I couldn't even do the most basic shit. Like, seriously, I'm embarrassed about that whole time in my life. And it wasn't until I went broke that I had no money, that I had to just get back and figure out myself.00:24:33:10 - 00:24:56:21UnknownBut it took the complacency that I was at like the 3 to 4 year period. Whenever that was two, three years, whatever it was fucked up my mind so bad that I literally couldn't even do anything like I could. I was just so used to having everything done for me and everyone saying yes to me, whatever the fuck I wanted to do that When I when everyone left and the money was gone, I couldn't even fucking put on my own damn pants, dude.00:24:56:21 - 00:25:17:20UnknownLike, it was embarrassing and it took that. I don't know if the word is, but it took that experience, that humble, humble humbleness, I guess humbling experience to literally, like now I'm it's like if I won't let anyone do anything I haven't done first because I have to do it like especially now, business are growing. I'm hiring, I'm doing this doing that.00:25:17:23 - 00:25:34:08UnknownYeah. And I don't believe you can run any company without something you haven't done yourself. At least be lead of it. And I'm I'm putting myself in all those positions. I personally will shoot videos of people. I personally done all this stuff. I grinded it out because I know the process. I'm perfecting the process. Then I'll teach somebody else.00:25:34:10 - 00:25:49:22UnknownAnd when I teach not to somebody else, until they're ready, they're going to do with another person. They're going to do it in another person. And I can keep fucking going until I have 20 of you guys, right? And it's just same thing. Like, I'm going through a lot of reflection right now. I read two books this month I haven't reread.00:25:49:24 - 00:26:08:11UnknownI wrote two books this month. I haven't read a book in fucking five years. Well, you know, I, I in the gap that I'm going to business church event tonight. Yeah. Sign up for a conference. I'm. You have to do this stuff, guys. Like, I'm pushing myself out. I'm doing it. But you have to do it too. And that's the opportunity, the business.00:26:08:11 - 00:26:33:17UnknownIf you stick around with all these Debbie Downers and people doing the same shit, you're going to be one of them. So you have to get out, go to these events, fly across the country, call Coach Dan, fire people, get with people, listen to people, read, do everything you weren't doing 12 or 18 months ago. We're closing doors in Be afraid like seek discomfort.00:26:33:19 - 00:26:59:12UnknownYeah. Things that you don't want to do. Do those things. If you find yourself comfortable in conversations, you're talking to the wrong people. If you're if you're unloading with someone and you're both griping about the industry right now, you're talking to the wrong person. Yep. If you are not talking to someone who is doing ten times better than you, you are wasting your time.00:26:59:14 - 00:27:22:11UnknownYou always want to be the dumbest person in the room. You're your industry is changing dramatically as all industries are. You got to stay on top of the wave and that's going to mean investing yourself in doing the things you don't want to do because that's what every successful person has done throughout history. I like it. Why don't you tell them one more time?00:27:22:11 - 00:28:04:09UnknownYou get that book? Yeah. Jump in the gap, kill your story and take action. Just text the word gap GAAP to 1340983662134 or 98366. Text the word gap GAAP. Appreciate coach Dan appreciate you guys listening folks if you like that change it's time to go ahead and check out the software we just released referral suite dot com that's WW W that referral suite dot com it's as yet just like the popsicle and the reason why is because the industry is changing we're changing with it so for all of you that stop and you neglect your database because that's the reality where the business really comes from the people you know, like a trust and like00:28:04:11 - 00:28:21:10Unknowntrust you, well, now's the time to change and start marketing them, right? If you're not generating ancillary streams of income with your service from companies like solar Mortgage and all these other streams of income that you're literally just passing by, well, you need to check out referrals. Me folks, build a brand. Your brokers are going to do it for you.00:28:21:12 - 00:28:40:21UnknownYou work for yourself. I don't care who you work with or where you hang your license, now's the time to do it. Put on your big boy pants. See you on the other side. PS Thank you for watching another episode of the Real Estate Marketing. Do podcast. If you need help with video or finding out what your brand is, visit our web site at WW dot Real estate Marketing dude dot com.00:28:40:24 - 00:28:56:14UnknownWe 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.

Todays market is a brutal one. If you are going to succeed, you need to learn how to pivot. If you are stuck in the same old business strategy, you might be in for a rude awakening.ResourceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:01:29:05 - 00:02:00:08UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:02:00:10 - 00:02:23:24UnknownWhat's up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast. Folks, we've got a lot to talk about today. I want you. If you're sitting to work working out, I want you to stop working out and grab your pen and paper. If you're sitting at a desk, grab your damn pen and paper, because we're going to be chatting about today is exactly how to pivot in today's marketplace, because I can't tell you the amount of stories, the amount of posts I see on social media.00:02:24:01 - 00:02:45:14UnknownAs a matter of fact, I just logged on to Facebook one day today and in the post that I read was, Hey guys, it was an anonymous, of course, because no one wants to admit this, but this is happening all over the country with people in the industry. And she goes, Ah, he says, Hey guys, this is the worst year I've ever had in my life and I'm not going to make my mortgage payment in the next 30 days.00:02:45:16 - 00:03:07:02UnknownI don't know what the fuck to do. Essentially, where do I do? Guys like they're just asking for help. And this is a consistent story's us right here, folks. 90% of the industry has never seen a shift. Repeat that. 90% of the industry's never seen a shift. And if your broker has ever seen a shift, it's very hard to find leadership in this marketplace today because you got to see people who are doing it.00:03:07:04 - 00:03:23:02UnknownReality is that these are the best times. And even though it might be hard right now, whoever does pivot, this is when people are born, this is when brands are built. So market share is taken. And this is when you really build your legacy. It's when things go easy that it's very hard to stand out. When things don't go easy, it's very easy to stand out.00:03:23:04 - 00:03:44:23UnknownSo the opportunity you have in front of you is very trying for any of you guys. And it might not be smooth road right now, might feel a little rocky and that's normal. Welcome to the shift. But it's what you do and how you react is going to make the difference. So if you don't want to end up like the story I'm going to or I just told you about, I want you to listen to our guests today because this guy knows all about pivoting.00:03:45:00 - 00:04:06:14UnknownAbsolutely. Lutely, super successful, sold his company. I'm not going to let him tell you, because this guy's a serial entrepreneur, but there's not a better person to have today than the get your get out of your damn box. Get outside your box, get out of your own head. There's a ton of opportunity, but you need to pivot. So without further ado, let's go out and introduce our guest, Mr. Nixon, a Did I say your last name right?00:04:06:14 - 00:04:23:17UnknownNick In Alamance article it's like Coca Cola. That's not Italian, is it? It is. Jesus. I didn't think it was. Oh, my goodness. All right, let's tell everyone who the hell you are. What are you doing? What are we good to talk about today? Yeah. All right, I'll. Maybe I'll give you a call about 92nd or 62nd version.00:04:23:17 - 00:04:40:16UnknownSo I live in Miami. Data entrepreneur, originally from Michigan, super blue collar, middle class upbringing. All four grandparents worked at the same factory. Dad, uncles, brothers, all worked there. I said, Hell no, I'm never working there. I want to be rich one day. Couldn't sing and dance, couldn't rhyme, can't act, can't play an instrument, not going to do anything illegal.00:04:40:16 - 00:04:57:23UnknownSo what was left? Sports. When I played college baseball while playing college baseball got introduced to kind of like I would say, the lowest common denominator to sales and entrepreneurship, which was the direct sales and work marketing and sales. 18 I drank the Kool-Aid. I made no money for several years, but I attended every event and every training.00:04:58:00 - 00:05:21:13UnknownAnd that's the best part about that industry. It's just nonstop community culture and training. And you're just, you know, you're trial by fire. And I learn sales, I learn objection handling, I learn prospecting. And then finally, I learned leadership made my first million and direct sales at 25. Company went to business. I bought the assets of that company and gave birth to a company called by Salus and it was a 15 year run.00:05:21:15 - 00:05:38:15UnknownBut on that journey we built it up to about 40 million a year. It crashed in 12 months. It went from 3 million a month in sales to 600,000 a month in sales, and that was because of the recession, the same one that hit all the all in real estate in 2009. It buried our high end anti-aging supplement company.00:05:38:17 - 00:06:03:14UnknownAnd what did we have to do? We had to pivot. And I'll talk about that pivot later. But we pivoted. We created body buy by the 90 day challenge. We did 2.2 billion in sales, 19 countries, 3.6 million customers made tens of millions of dollars, personally created 70 millionaires. It was freaking epic. Sold the company three years ago and now a company called Renewable Real Estate, which is a platform that connects real estate agents to the best solar professionals out there.00:06:03:14 - 00:06:25:13UnknownAnd does a commission split down the middle to both sides. So I get it in 75 seconds, I think. Yeah, I think I think you freakin nailed it. You might have done this before. I think. Oh, yeah, you guys in the 2009 was the last time the market. What you talking about? We need to pivot. So last time the market for those are there weren't around which again is 90% of the people are listening to this right now.00:06:25:13 - 00:06:47:23UnknownIf you're still practicing there's all kinds of opportunity in those times as well. But it wasn't just sitting there. And what I see in the industry today is a tremendous amount of opportunity to pivot. You can see what's going on and here's why. You guys. Let me first just paint the picture. If you got your head in the fucking sand, there's a huge there's a huge lawsuit going on right here, some tapping new commissions.00:06:47:23 - 00:07:06:08UnknownCommission compression is real. It is happening. The days of you getting 5 to 6% commission are no longer. It's not going to happen because what's going to happen? I guarantee it. I mean, right for the last ten years of this damn podcast, I guarantee you I'm right on this one. What's going to happen is that people are going to start undercutting themselves and you're going to compete on value in price.00:07:06:08 - 00:07:24:04UnknownInitially, that's what's going to happen because Narcan no longer control buyers, agent commission, that's going to go away. You can't say you have to get credit cooperating commission. And when agents start going up against each other and there's a lack of value, people immediately compete on price. So that 5% commission is going to go down to four and a half and you'll be like, No, that motherfucker took four and a half.00:07:24:04 - 00:07:51:19UnknownI'm going down the 4%. Fine. I just want the damn sign in the yard. Fuck, I'll do a signing yard for three and a half, and that's the beginning of it. You guys, are everybody in real estate? You no longer sell real estate. You are the fucking digital mayor of your damn market. You are everything home services, You are Home Depot, and you have to be everything around the transaction of real estate buying and selling real estate, I believe, is only part of your job, even though it's probably one of the most fruitful, one of the most, you know, lucrative pieces.00:07:51:21 - 00:08:17:24UnknownIt's not all. And that's why, you know, a guy like Nick came over and created a solution for solar income opportunities for real estate agents because you share that client. But that's part of the battle. Solar is just one aspect of it. I believe you guys have a multitude of opportunity to get in there. This is the reason why mortgage companies are creating is legally so that real estate agents can actually partake in a commission of the lending company.00:08:18:01 - 00:08:38:11UnknownYou're going to see this across all fronts because it doesn't mean you're going be out of business. Just the way we did business is going to change and change, and I think now's the perfect opportunity to change with it, because whoever does is going to be the one standing while everyone else is floundering. And what happened in 2009 were that not the people didn't change what happened.00:08:38:13 - 00:09:00:22UnknownThey got crushed. So sorry to go on a long winded rant there, but walk us through this pivot because I see nothing but opportunity here. And although it's painful right now, if you're a real estate agent, what the hell are you doing? Well, I think number one is talking about pivoting in general philosophically and God has a sense of irony in my opinion.00:09:00:22 - 00:09:26:18UnknownThere's there's two major things that are required of us to be highly successful as either an entrepreneur, a sales professional, or a sales leader or even a solopreneur. There's two requirements like, you cannot argue it. It's law. One is you must overcome your fear of rejection, and two is you must be constantly changing. But then you had God is like, Let me just fuck with people.00:09:26:23 - 00:09:48:22UnknownI'm going to make you so highly resistant to these two things that you will literally break down. You'll take anxiety pills, you'll go search out, you know, a shamans in the deep forest. You're going to do whatever it takes to figure out how to overcome the pain of rejection and and change. And I really think about that all the time.00:09:48:22 - 00:10:08:04UnknownLike, okay, to become successful, the biggest fear of all people is the fear of rejection. A lot of people argue, No, no, no. It's a fear of public speaking, and I'll argue back. That's just a fear of being rejected while people speaking publicly. That's that's what that rejection of what's what that fear is. Right. So that that fear is required in order to sell because you're constantly being rejected.00:10:08:08 - 00:10:31:06UnknownEveryone on the line right now knows you cannot sell if you're not if you can't handle rejection. School preparedness. Absolutely terribly for this school said get 59 out of 100. Right. And you're a failure. Now, we're over here in sales. We got 59 out of 100. Right? You're a millionaire or beyond. In business as an entrepreneur, you only got to get one right?00:10:31:06 - 00:10:47:00UnknownI got one right. That's it. My career and it made me tens of millions of dollars. Right? So that's the failure part. And then there's that second part. The second part is change. And I'll tell you guys, it's way easier. It's way easier to get over the first one. The fear of rejection than it is to get over the second one.00:10:47:00 - 00:11:09:22UnknownBecause once you overcome the fear of rejection and everything is working, that's when shit starts changing. And we don't want like, I think we're more accepting producers, performers, producers, performers. We're more accepting to change when things are not working, then we are things are working and which is what you might be saying. Shit, shit. Sitting, working right now.00:11:09:22 - 00:11:33:22UnknownNick But hang on a second. Turn back the clock. I don't know. I was 18 months ago. 18 months ago, real estate was the top of the top of the top of, of, of the game. You guys were killing it here in Miami. You didn't have to show up in. You're making $10,000 commission. 15,000 a commission because people were just sending you offers so nobody would see you wouldn't thrown open house and that was so easy to you.00:11:33:22 - 00:11:52:16UnknownThe last thing you want to do is change that. Right? So a little bit of a rant there. But philosophically, you overcoming change, a pivot is change. And that is hardwired for us to be up against as a human. Let's that is really good. I want to dig even deeper at that. He writes, She knows fear is required.00:11:52:16 - 00:12:10:18UnknownI have my mantras. Faith over fear. I have no fear because I have faith. And that's honestly been the story of my last seven years. It's how I actually moved to San Diego. And you have this. I'm not saying you have to follow Jesus. I want you to encourage you to guys, but that is up to you. But you do have to overcome that fear of rejection.00:12:10:18 - 00:12:31:24UnknownThat's my way of overdoing, of doing it. And many things in life, Right. So whatever that is, that is as cool as I remember when I first got out here, I went to a mastermind and Jesse Hartzler spoke. Yeah, and it's there. It gets up there and I'll never forget this. And he's like, so broke, you got to fucking be uncomfortable or no, you got to be comfortable being uncomfortable.00:12:32:01 - 00:12:45:23UnknownAnd I'm like that, that's being uncomfortable. And I sat there and just thought about it, like, and think about it like you're not growing if you're not right. That's really what you're saying here is because then the second part is to change. Like people don't. You're right. No one wants to actually change when the going's good. Like, No, no.00:12:46:00 - 00:13:08:06UnknownWho wants to work? Like, come on, I've just made 50 grand last week, working 10 hours last month or last week. You want to change but that? Yeah. Then you think it's going to go well. And let me give you guys another example. Just I'm just over packing this from video perspective. So we have a video marketing company and in real estate and we're not doing anymore because we got our asses kicked with the business.00:13:08:06 - 00:13:23:23UnknownSo I had to pivot. I pivoted into the attorney world. We create content for them now, but I saw the pivot and there's always a pivot there. That's another example of mine. But let's just take someone who is trying to get on video and build a personal brand. Everybody is scared because of what they're going to look like on camera.00:13:23:23 - 00:13:41:07UnknownNever before it is. This little six inch device made a grown ass man buckle at the knees and turn into a little, little, little child. But it does for some reason. Why? Because you're fucking scared of a little device. Why you're not scared when someone wants to hand you money unless you're allergic to it. So literally, right here, you got it.00:13:41:07 - 00:14:00:11UnknownBreaks them out. Why? Because it's new. They're scared of what people are going to say about them. But the ones who did change and I don't know anyone who's been on video consistently over the last 18 months to 24 months that isn't successful now. And that's not just by accident, is it? It's because they built a personal brand, but you have to be willing to do what others won't.00:14:00:11 - 00:14:19:06UnknownSo well-said. I love that point. You guys unpack that. That is so, so, so, so good. Now changing. Yeah, let's get into it. So I sort of went off on a tangent there. I thought that was really well put. Today's opportunity. Yeah. What is that change? Because I think what people really want is, All right, give me specifics.00:14:19:06 - 00:14:35:14UnknownI good. I have to change it by blah, blah, blah. And some people like the person I mentioned, when your backs up against a wall like this is survival of the fittest. This is why people survive when there's no water for months is because when it hits the fan, you fucking figure it out. And I bet I've experienced so much.00:14:35:14 - 00:14:50:18UnknownBut I'd like to see what are those things right now? Like, what do we do? You don't have a choice, right? You know I'm a choice. So I'm going to go back to a quick story that 2009, when our sales dropped from 3 million about to 6000 a month, we had just got bought a year earlier, so we got bought at our peak and then it crashed.00:14:50:20 - 00:15:10:22UnknownThis was a publicly traded company who's a billion and a half dollars, and they decided based on that next years of sales to write us down. Now, when a company is public, write you down what that says is they claimed you as a failure and they got a tax break on their investment in you. It's the most embarrassing thing that can happen to you as a company.00:15:11:03 - 00:15:29:12UnknownWhen an investor buys you and then writes you down as it's not like your cousin is like, I'm writing you off at these, don't send you a Christmas present more. This is a publicly traded company. You're listed as a tax deduction because their investment was shit in you, in their opinion. So they said, Look, this pile is your pile.00:15:29:14 - 00:15:50:07UnknownWe're out. No giving it no more money. If you want to save it, you save it. And we locked herself in a room, my partners and I. And we had, we had. We broke apart every piece of the business. And here's what we ended up doing. We took our third most successful product, which the margin of success between product number one and product number three.00:15:50:09 - 00:16:08:15UnknownWasn't it wasn't like a relative number that was like, wow, it's a close third place. It was like 70% of sales to 20% of sales, 4% of sales. Like it was irrelevant. This third product was a meal replacement. We said, Look, everyone's broke right now, but what are they going to keep doing? They're going to keep eating. Okay.00:16:08:19 - 00:16:24:15UnknownSo they have to keep eating. Got it. All right. Well, why don't we table let's put the meal replacement first. So now you guys ask yourself where inside your business model is the must, where inside your business model is? They have to, no matter what, no matter what happens to the market, no matter what happens to this or that.00:16:24:21 - 00:16:42:02UnknownI think in real estate 2009, it would have been all of the all the foreclosures, the short sales and arbitrage, where I was that I was like, screw the short sales. And the ones I learned it killed it, right? Yeah, the ones who learned to kill it. You made the adjustment, you crushed it, said this is what's going to happen.00:16:42:04 - 00:16:59:04UnknownSo we said, okay, I'm the only place it's not enough. Let's create a referrer. Three years, a three campaign, and then let's package it around something that had never been done before, which was let's launch a 90 day challenge. That way they buy our product for at least 90 days. We and that sounds like it's like, well, those are a dime a dozen.00:16:59:05 - 00:17:18:12UnknownThey weren't then. We were the first ones where the fathers are the godfathers of child based marketing. So we came up with a blue ocean. So what's a blue ocean? That was you guys. The challenges we were never back. Yeah, that's great. I use those out of my time now. Thanks, Audie. Bye bye. The 90 day challenge we enter to win 2 billion plus in sales.00:17:18:12 - 00:17:36:06UnknownRight? But that was all forced because we were forced to change. Otherwise, that idea never happens. So we made the decision. We put all of our money in and like I said, it works, but not all of that's great for us. And back then, let's bring this to you in the now. So you've got your back against the wall.00:17:36:08 - 00:17:52:17UnknownMaybe your broker does, maybe your whole team does. Are you all going to scurry? We watched a bunch of leaders scurry this little rats off the off the boat scurrying to another boat. That's going to save opportunity, though, correct? It's about right now. You got to find your tribe. I think that's a really important point. Who's your partner?00:17:52:18 - 00:18:12:11UnknownWho's your tribe? Who's who's going to no matter how bad it gets, go to war with you. I mean, you're going to make those calls together. You're going to do that. You're going to knock the doors together. You do whatever the hell it takes together, including the leader. Are the leaders. Got to be all in on this. If you've got a leader that's got you know, they're a pilot with a parachute on that, that's a that's a bad that's a bad sign.00:18:12:13 - 00:18:32:15UnknownSo I think I think it's starting that one I'm making it back to you is if you're going to fight this thing out, you're going to win. It's you're going to have to make the decision. I pivot as required. Ah, where's the blue ocean and or where's what's something else that can be sold in the now And then lastly, you've got the book up there.00:18:32:18 - 00:18:53:04UnknownYes. And then lastly, who's your tribe that you're going to war with? And you can count on, even though you guys are fighting a a battle where it's like it's just the gladiator, three hundreds against that person, you know, army. It's like, who's your 300? You kick it out to you. So that's pretty cool. Just out of curiosity.00:18:53:04 - 00:19:07:21UnknownQuestion, What would have happened if you had they they, they cut you, they cut all your capital off. They they stopped investigating. What would it have to cut it? What would have happened to you? Like, did you guys if you didn't do it like you just when it went bankrupt, you would have broke what. Yeah, they would. They would they would have shut the doors and a lot of been the end of it.00:19:07:21 - 00:19:27:01UnknownSo we the three of us put four or 5 million and it was the last dollar any of us had and we put four or 5 million in 1.6 or something like that. And they, they gave us a3x liquidation profit. So like, sure kids, you think that's bullshit, We didn't buy this garbage, we bought this company. You're trying to you're trying to make it a new company.00:19:27:05 - 00:19:48:00UnknownYou put the money in. So they gave us a3x liquidation preference on just that route alone. So we ended up taking out 4.8 or 4.5 each based on making it work the next year. And then we got our whole buyout in the following years to come. Otherwise it would have been the end of it. I would even add a third tier one and two and the third being all in.00:19:48:00 - 00:20:04:05UnknownYou need to go all in on yourself then. Oh, required. You get you can't, you can't like turn back like you can't even have a second of hesitation. You know what I mean. Like you can't be like, oh well was this the right decision, bro? If you're even asking that question, it wasn't your food. I mean, you let me think about your food at that point.00:20:04:05 - 00:20:29:18UnknownYou got it's like you have all these gazelles trying to figure out like, go straight, left or right and you're one of the gazelles and you're going to slow down and question your decision. And once it's like you're whether it's left straight or right, whatever it is, run your ass off and keep going and don't look back. So one is and I don't know if you guys the cards is basically surround yourself with the people that are going to need the same shared clients.00:20:29:18 - 00:20:47:05UnknownI mean, this is like this is really simple like you guys could just the mortgage brokers having just as much trouble as you are. You want to find the one that's just as hungry as you are. Same with title, same with every other ancillary service around the transaction. That's point one. I'm going to do like I'm going to go out there and get my tribe to.00:20:47:10 - 00:21:03:24UnknownI think you got to be loud. Like while everyone else is in retreat, you need to scream from the fucking rooftops. This involves marketing, don't you? Got This is when you triple down on marketing. This is when like because it's all attention based in this business, people don't really care who their real estate agent is and the vast majority of them over to the tune of 90% higher.00:21:03:24 - 00:21:26:16UnknownThe first one they meet with. Therefore, what's your fucking job? Become the first one they meet with. Focus on your personal brand, Blow it up because a lot of people are going to go quiet. I think that's a huge opportunity for right now. Well said. A lot of I'm going to go quiet, brother, because nobody committed. If you read Influence by Karl Dini, The Psychology of Persuasion, one of the six tools of influence is commitment, consistency.00:21:26:21 - 00:21:44:08UnknownSo why do people follow through on should they say they're going to do when they say it publicly? Because they there's a commitment, a consistency, part of their brain. It's like I told the world I have to follow through. So all the people that are fear based right now, they're they're pulling back on marketing. They're pulling back and saying, I'm going to do this and I'm going to do that.00:21:44:08 - 00:22:00:17UnknownI'm going to make this happen. Because they don't they don't want to be judged. If it doesn't happen and I don't want to feel inconsistent. They don't believe they can do it. So they have a feeling of inconsistency. So they won't make that commitment. So I think what you just said, getting getting loud or noisy, that doesn't mean volume.00:22:00:22 - 00:22:21:09UnknownWhat he's saying is quantity. Put out more content, put out, put out more videos, but get more visible now when everyone else is crying in their pillow, not attending their networking events, not attending, you know, the stuff they should be attending. You should be the most visible person. Yeah, it happened in I mean, the recent time was covered.00:22:21:09 - 00:22:38:01UnknownLike look how many YouTubers and Tiktokers became famous during that time because they had nothing else to do. They doubled down on their content and I don't know anyone who really doubled down that didn't come out of that on the upside. And it's just attention. This is all touch it. It's a popularity contest. No one really cares how good of an agent you are.00:22:38:03 - 00:22:55:23UnknownLike at the end of the day, it doesn't really matter because you have to be contacted first. Like, great, you're the best agent in your market. That doesn't fucking win you. The deal wins you. The deal is the most trusted agent in the market. Whether you're good or not at your job doesn't matter. It's all in the eyes of consumer who didn't think of first, who didn't think of first, they think of first.00:22:55:23 - 00:23:12:13UnknownAnd that's what a lot of this business is. It's like said, it's a popularity contest. Let's talk about I want to talk a little bit about some of your stuff that you're doing with the solar industry, because I like it. I like it a lot. I think it's a I think it's the future not just in solar, but I think all ancillary services.00:23:12:13 - 00:23:32:21UnknownI think this is the pivot. Yeah. Or the shift. I think it's for the industry as a whole. And like one thing that I think every here's what I think the future is. I think every team slash brokerage is a mini brokerage, whether you're at any XP or coal banker, it doesn't matter independent, whatever. But every team will work within a solution.00:23:32:21 - 00:23:54:21UnknownThat team will also be an investor homebuyer. I think they'll also have a mortgage arm inside of office. I think everyone in that will be selling solar through a company like yours. I think that everyone in there is literally the Home Depot of their market. I don't I don't like any business that just has one stream of income.00:23:54:23 - 00:24:22:19UnknownLike that's a business built on a house of cards. Wait and fall, isn't it? Like, look, you have to diversify. So what's your opinion on that? And what do you is that one of the reasons why you went into the solar industry here and your scene in curious to get your take. Yeah so commission compression what you shared it's going to force this and you know I see a world one day not a negative way but a positive way where there's going to be a real estate agent is becomes like a concierge to all things in the home.00:24:22:21 - 00:24:41:02UnknownYes, but newsflash, you already are you already are the most trusted advisor for all things in the home, but you're not getting paid for it. You know it doesn't. It's the cool. They ask you. Who do you got for pool guy? If somebody wants a roof, they ask you, Who do they want for the roof guy? They don't call the roofer and ask for a pool guy.00:24:41:05 - 00:24:57:16UnknownAnd they don't call the pool guy and ask for the roofer because they don't trust those. Do they trust the agent? No one trust the pool boy. Nobody but the pool boy works for the pool guy. Right now. I want to go back to commitment and consistency. This is two references, so you got to read the book if you have it.00:24:57:16 - 00:25:15:18UnknownYeah. It's one of the best sales books of all time to read it. But let's go back to commitment consistency. If you're a homeowner, you trust your real estate agent, even if you don't like them, and even if you don't want to trust them because you paid them more money for a transaction than anyone else you've ever paid for a transaction in your life.00:25:15:22 - 00:25:36:09UnknownAnd for you to actually verbally say, I don't trust my my real estate agent or act on that is a treason against your own brain. Your brain won't allow it because you just paid that person 510, 15, 20, $30,000, which is the most commission ever paid a human. So therefore, I must trust them. I got to be consistent with that.00:25:36:09 - 00:26:08:00UnknownLet me ask them about a flaw guy. Let me ask about you. Get the idea. So you being that person, we're just talking about a world where maybe you're going to lose a few points in the House, but you're going to pick up money everywhere on everywhere else. Well, you begin to monetize on your connections and obviously inside of the rules of respites and run and, you know, rounding this out, Mike, all we did is we found the very clear conversion rates was the highest from a real estate agent.00:26:08:02 - 00:26:28:22UnknownThen anybody else when getting a referral for solar. So after seeing that over and over and over again, I said, Wait a second, I'm just going to build a platform that's only for brokers and agents. I'm going to become a service provider to that world so that I can bridge the gap for them. I want to service them, bridge the gap for them, for B to B to C, let them go sell my shit.00:26:28:24 - 00:26:50:11UnknownAnd now when we do a commission split down the middle between our sales, the solar side and the real estate is do a commission split sharp. It's coming from Chicago. Like solar to me is somewhat new. I've been out here five or six years, but it's like and I'm like solar. It's all solar, you know, what is that?00:26:50:11 - 00:27:08:09UnknownAnd you live in the winter, you're from the Midwest. But I didn't realize I know some agents that are crushing it and they're making more money on solar than they are on their real estate business. And it just it it makes sense is because you guys got to look at it. Here's here's what we're really talking about is you have to become that one known resource.00:27:08:11 - 00:27:24:12UnknownAnd the reason why so many agents have trouble staying in front of their networks is because you don't know what the fuck to talk to them about. You sold them a house and everyone's got commission breath and you can't be breathing on someone for 5 to 6 years. They're going to turn you off after year one. If all you're doing is just breathing your commission breath all over.00:27:24:12 - 00:27:43:12UnknownYou got anything else for me, bro? Talking about sales like it's disgusting. You got doesn't mean you stop talking to them, though. Having other value ads, like talking about the benefits of solar, that's content. You could create that reminds them that you're in business, and that goes for every vertical. It's not just solar. Like you have to have no idea how dead ass right you are.00:27:43:12 - 00:28:03:02UnknownIt's actually the lead we create. All these resources for an agent, like all your news posts, generic stuff, text, generic stuff. And if somebody is interested, they're going to contact you and you think this is just the ego. You think sending the Christmas card with you and your kids and the dog and the magic pajamas is what your client from six years ago gives a shit about.00:28:03:04 - 00:28:20:07UnknownDo you get your Christmas card? Looks like everybody else. They don't care. That's all you know. But if you could give them value, add about it any charge or information that how the whole world's going electric with cars. This is why solar is important or pick a different lane. They're not. You're not educating them now that you're educating them, you're the plug.00:28:20:09 - 00:28:39:15UnknownSo like Christmas is coming up, right? So what I would do if I'm selling solar is I would create a case study of how much money I sold or I saved on my electrical bill this year. And then how much of that is going to go towards the Christmas gift for my kids. Like, that's a really easy way to say I sell solar and market solar without being a douchebag about it.00:28:39:17 - 00:29:01:18UnknownThere are so many ways we just have to keep the conversation and anything that involves saving people money right now in this inflationary environment, like my gas out here is six, it's almost seven bucks. We're like at 678 or something goes up and down depending on what comes out of the president's mouth tomorrow. San Diego's the second most expensive power in the country next to Hawaii.00:29:01:20 - 00:29:27:05UnknownI get my my electrical bill last month was $444. Right. And that's because I had the AC running for like 20 minutes. So it's like, dude, it's like, it's crazy. It's crazy. But yeah, I mean, any time you could talk about budgeting, but it doesn't matter. The weather you're selling, you're getting a conversation started and marketing is not advertising, but you must always be marketing and it's hard to market when you can't provide value.00:29:27:07 - 00:29:42:24UnknownSo you have to really reverse engineer what you guys are really talking about when it comes to how do you stay in front of your database and whatnot? Because every single person on your Facebook feed, your Instagram followers, they'll fucking live somewhere, which means have a roof over their heads. Now, how many of them are homeowners and how many of them need solar?00:29:42:24 - 00:30:01:22UnknownBoom. There you go. There's your potential lead list you're going to buy with or without you, right? It's just a matter of who's going get the commission. One part that's really important and this is why we went deep into this, this blue ocean is the real estate world believes that the financial tools that solar used to use are the same ones.00:30:01:22 - 00:30:21:04UnknownThey still use. So if I'm an agent, listen to this. I'm like, I hate solar because they're going to leave the house and it's going to jack up my commission. And they are correct. A few years ago, any of the new financial products, because of there's enough volume now in solar that the banks are like, oh, there's barely any credit default here.00:30:21:06 - 00:30:41:05UnknownSo let's go ahead and take the wheel of the the walls of this, you know, the guardrails. Let's take the guardrails off this now. It's no money down, no lead and the loan transfers. So you go solar in five years, the new buyer comes in, they fill out one piece of paper and they just take over your solar payment.00:30:41:07 - 00:30:57:15UnknownAnd I said, The lead is a fixture filing a.k.a if you don't pay your monthly bill, they're going to come get your panels. Same thing with everything else that you're supposed to be paying for. You don't pay your car, they come get your car. So it's like a repo. Yeah, it'll be like repo. The panels. Yeah, never happens.00:30:57:17 - 00:31:20:12UnknownSo the bank closed in Atlanta in the plane on this one. From the real estate world, their beliefs are all on old information. And I know that I'm like, Oh shit, if I just build a world, I'm just going to go educate everyone I can. That's an agent about the new world. We can all make money together, protect the customer, and unite two industries that have been warring for a while.00:31:20:14 - 00:31:47:09UnknownYeah, very cool. But again, it's a pivot and I think your timing is right on with the conditions at the market are in there right now. But I think the the pivot is just adding services. That's the pivot, right? It's like being one lane. So whether it's solar or something else, the overall language you brought up is you can't live in this belief of I'm only going to do this and it's going to make me rich forever.00:31:47:11 - 00:32:10:16UnknownIt's not now any more. Yep. Yeah. I mean, if I'm you guys, I'm definitely looking at learning how to invest myself. Remember when these market shifts happen, that's when you want to be the buyer. I'm not the person assisting the buyer, so I'll take advantage of some of those couple deals that come across your desk. And sometimes that's all you need to do one or two times a year and there's ways here, you guys, is what we're getting as opportunities around.00:32:10:18 - 00:32:27:11UnknownBut you have to be the one that turn that ship. Not going to turn the wheel for you. And unless you're willing to change and non fear the overcoming of whatever that change is going to be because you're going to get rejected either way. If you think about it right, they don't change and things aren't going well. What's going to happen?00:32:27:11 - 00:32:40:03UnknownI'm going to go broke. If I do change and things are going well, well then I have that lease. I go down with a fighting stance and chances are I'll probably make it as long as I stick with it. Right. I do believe that as long as you're not willing to give up, you will eventually succeed in anything you do in life.00:32:40:03 - 00:33:04:01UnknownSo take it as as you will, guys. Nick, any closing thoughts on this? You know, I think this to me, this is philosophy. It's philosophy as opposed to execute in terms of it's not a skill, it's a it's a it's a philosophical thing. If you just accept change is inevitable and you must change in order to succeed, you must pivot when things aren't going the way you want it to.00:33:04:03 - 00:33:26:07UnknownRight now, all your competition is pivoting. Like, for example, I heard you talk about building a brand. Building a brand y'all build a brand was Web 2.0. That was ten years ago. 20 years ago was Web 1.0. Web 2.0. It started ten years ago. We're now in Web three point 0ai and everything you hear about a high and, you know, blockchain, it's all web three.00:33:26:09 - 00:33:47:09UnknownSo while you're still deciding whether or not you're going to talk in a video, everyone is eating your lunch on building a brand and they're now mastering Web 3.0. You'll be so far behind in everything to close the gap. So don't let that stress. You don't let that give you anxiety. It's about taking consistent daily, nonstop action or is the direction you should be going.00:33:47:11 - 00:34:07:15UnknownAnd and also when you when change is necessary, be willing. Don't resist it. Be willing to accept it, receive it, and enroll with the find your tribe and roll with them in the direction you all should be rolling. Right on, dude. I appreciate your insight, folks, and we appreciate you listening to up. So the rest of marketing dude folks, if you like what you heard here today, follow us on our social channels.00:34:07:15 - 00:34:30:11UnknownMake sure you leave us review on whatever podcast platform you're listening in on and make sure you check out our damn software suite, assist or make sure your brokerage gets it. If you really like what we talked about today, have an ancillary services involved in your business having a whole referral marketing system that build your brand and having it all in one cool place for you to access that your brokerage pays for, Well, you better go knock on his fucking door and tell the buy it right now.00:34:30:17 - 00:34:50:09UnknownGo to sweet assist dot com that's S.W. ETX assist dot com. Thanks for listening. We'll see you guys next week please. Thanks I'll thank you for watching another episode of the Real Estate Marketing Do podcast if you need help with video or finding out what your brand is. Visit our website at WW dot Real Estate Marketing dude dot com.00:34:50:13 - 00:35:06:02UnknownWe 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 haven't heard about the massive news that is the NAR lawsuit, then you need to check it out. Today we are talking about the massive opportunity this is bringing.ResourceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:00:12:24 - 00:00:44:08UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster of Real Estate Marketing. Doing this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:00:44:10 - 00:01:13:06UnknownWhat is up? Ladies and gentlemen, welcome another episode of the Real Estate Marketing Dude podcast and holy crap, folks, have you been following this show for any period of time? I've been talking about what just happened this week. I've been talking about that for the last two years, well before the lawsuits, well before any of this stuff. The importance of building a personal brand and or a unique selling proposition to stand out.00:01:13:08 - 00:01:33:02UnknownWell, the numbers, if you even tuned back to several years of episodes, the numbers with consumer dissatisfaction were evident. They were out there planning it. And this is going to be the fuel to the fire that they've been waiting for. So what we're going to be doing, though, in this show is that this is not all doom and gloom.00:01:33:04 - 00:01:55:00UnknownTwo nights ago, I couldn't sleep, literally could not sleep, could not sleep because I was like, oh, my God, should I start a brokerage because of this? The opportunity here is also very, very large. So this is not going to be a doom and gloom show. It might be for some of you guys, at least if you're not willing to change, because one thing for sure is that this market will change.00:01:55:02 - 00:02:12:11UnknownThere's no doubt about it. The way you're going to be compensated is changing. I mean, it's going to happen. And if you go on social media right now, you're seeing two different sort of trains of thoughts. The other a lot of people are like, well, you're going to have to list to win list live to list or last list or whatever they're calling it.00:02:12:16 - 00:02:37:02UnknownGreat. Still doesn't the fact that you're going to lose 50% of your commission in the buyer side of the commission. Right. Whether you list or not, you still have income that is generated from buyer commission revenue. And it's not just about that. What is more concerning more than anything is that honestly, you have to look into the remarks like, go, go ahead and hit the NBC News article and go scroll through the comments.00:02:37:08 - 00:02:58:17UnknownAnd that's where the true answer is, folks, because I spent at least, gosh, maybe 30, 45 minutes just reading through the comments of the news articles that are coming out, bashing the industry, saying how real estate agents held them hostage, essentially, which is bullshit. But, you know, the news and the media's going to spin in whatever way they do, like they always do.00:02:58:17 - 00:03:18:04UnknownIt's always say they're fake news. But the comments are evident. Guys. People don't like real estate agents. And, you know, I didn't we didn't need this lawsuit to come out and tell us that we saw this in the in the Atkins customer or client satisfaction surveys that have been done over the last four or five years. So the writing's been on the wall.00:03:18:06 - 00:03:54:17UnknownNow, why is that not all doom and gloom? And let's start with actually both. Let's do the pros and cons. Maybe that's what we call the show pros and cons of the doom and gloom of the in our settlement, because there's a lot more pros I see so far in cons. And I'm not just saying that to hype you up paradigm shift like this is when people make money, This is when people take market share, this is when people gain ground and this is when people stand out, stick out, and nobody makes it big in when everything just go in the same way.00:03:54:17 - 00:04:16:07UnknownIt go in the same way, go in the same way, go to somebody, go to the same way. And this has already happened a few times before where there are sudden shifts and different people just blew up overnight. It seems like the last time we did this was 2020. In the COVID era. How many people became tik-tok celebrities in such huge social media followings just because of was stuck to their phones for three years.00:04:16:09 - 00:04:38:05UnknownSo there isn't a lot of doom and gloom, but the doom is is at commission compressions real. Like the days of getting 5 to 6%, they're gone. Telling you right now they're absolutely gone. Some people are going to hate that. I say that. And I understand you're comfortable doing business the way you were, but this is not going away.00:04:38:07 - 00:04:55:22UnknownThere's many lawsuits I can't even imagine the amount of injury attorneys are just sell the testing, because what this lawsuit does is it could open up why can it open up lawsuits for all the other people? You know, you just need a client or consumer to say, hey, I thought I didn't get I wasn't given an option. Right.00:04:55:24 - 00:05:24:19UnknownOption. That's going be key to later on in today's show. So pay attention to that option, That word, that's the name of the game here. But let's go back into some of the doom. So like you're going to have to assume that your commissions getting cut. If you look through the comments on the NBC articles, the biggest one they're saying is like, why should an agent get paid for the same amount of work that they would do on a $100,000 house to sell that house, the same amount of work they're going to do on a $2 million house to sell that house?00:05:24:21 - 00:05:46:02UnknownAnd why should they get paid 40 grand versus four grand? And that's the complaint. This has never been adjusted. And if you put yourself in the consumer's shoes, not in your own get out of your own skin, put yourself in the consumer shoes. You can see the positioning of this and you can see their point. If not, you're being ignorant.00:05:46:02 - 00:06:00:05UnknownYou could see they have a point and right off the bat, like what's going to happen in the next 3 to 6 months, even before like, I don't even know how this thing settles. But what's going to happen is that you're going start having the conversation and be like, Hey, I don't want to pay that commission. I just saw somebody's article.00:06:00:06 - 00:06:16:19UnknownYou're going to know how you're going to have to be careful in how you answer that. Make sure you're protected in the paperwork. But I'm not going to give you a legal argument today. I'm sure your broker is doing a good job of that. Make sure they are, though, or find somebody who is because the commission compression thing is going to be real guys.00:06:16:21 - 00:06:37:16UnknownIt's just going to happen. How low is it going to go? I don't know. But I don't think you're going to ever double end the deal ever again in the rest of your life. That's one safe bet. And if you do, it's it's like it's a unicorn, but don't count on it. But if there's no buyer agency fee, the question really becomes is how our buyer agent's going to be paid or are they going to be paid at all, or are they just going to be totally cut out?00:06:37:18 - 00:06:57:14UnknownWell, we know that consumers are probably not going to pay this out of pocket. That's my hunch. We can't prove that. So we haven't seen it yet. But I just it's going to be interesting to see what's going to happen. So the one thing I do know and I could promise you, just going to happen to rewind the show and if you don't believe me, go back to the last four years episodes, go look, go look at multiple listing options.00:06:57:14 - 00:07:20:22UnknownGo look at unique selling proposition episodes. Go look at personal branding episodes. These are the things we're talking about. The reason are we talking about that stuff then was because of what happens right now, because your broker can't save you here. You're still an independent contractor, which means it's up to you to decide how you're going to do business and what's diligent.00:07:20:24 - 00:07:43:02UnknownYou can't buy buyer leads anymore, like there's no value to them Once this goes down, there's no value to that. What does that mean? Quite a lot means you're going to be in charge of your own damn business, just like any other business owner if things are going to change for a while. But the number one thing that's not going to change is the relationship you have with your clients, the relationships you have in life.00:07:43:04 - 00:08:07:19UnknownBecause all of those people, regardless of how you chop up the last ten years, nothing matters anymore based on this ruling. This is big deal, guys. But the last the buyer, you your commission is going to get cut. I lost my train of thought. I'm getting all pumped up and excited here. So let's get out of the doom, though, Johnny.00:08:07:19 - 00:08:23:13UnknownLike, I don't want to be I don't want to be a Karen here and talking about this and just boring people to death. I'm like, Oh my God, I don't want you guys to go, go, quit. Or, Well, a lot of you are going to quit. That's part of the opportunity. So actually I'll start that point. Here's a reality scenario, guys.00:08:23:16 - 00:08:41:04UnknownWe're out in a shitty market like you that sales are bad. Now you have this issue going to loom over. You're going to have a lot of real estate agents leaving the market, probably a larger amount than we've ever seen before. And now what we don't know is how long that's going to take. Now, why is this going to be a pro or an opportunity?00:08:41:04 - 00:09:02:04UnknownWell, obvious people still move, right? There's probably going be less. People who would use a real estate agent is my guess. That's why this is happening on the purchase side. However, on the sales side, I think that that's always going to be something they are. So I'm going to talk about a pro of that as well. However, this is a pro because people still buy and sell.00:09:02:04 - 00:09:25:19UnknownSo even if even if a lot of the market's up using real estate agents, there's only so many real estate agents leaving the industry that they're still going to be a lot of opportunity for those who can withstand this storm. Okay. So there's going to be a tremendous number of opportunities in this market. The negative part of that is those opportunities are each going to come at lesser than what you probably have been accustomed to your entire career.00:09:25:19 - 00:09:44:00UnknownI don't think there's too many people who are still I've been in I've been doing this for 21 years. But no, I think there's people that have been doing this for 30 years. I haven't ever seen a shift like this or something like this big of a deal. So that's the pro. Now let's talk about marketing opportunities based upon this.00:09:44:00 - 00:10:08:15UnknownLike if you're a listing agent, you're not a listing agent, you're marketing company for houses. Like your job isn't to sell real estate, your job is to market real estate, you know, differently than how an advertising company would come on into a product or pitch like, let's just say I got hired by Coca-Cola, and Coca-Cola is like, Hey, I want you to do our fall marketing campaign.00:10:08:19 - 00:10:42:24UnknownWell, I would have to develop a marketing campaign specifically for the product that Coca-Cola is trying to pitch. Well, in your case, every single house is a new marketing campaign. And you know what's going to be in demand are going to be people who can create high end videos, literally have marketing steps, not just, hey, let's listed in the MLS, let's put a sign in the yard, hosted a cup, an open house is where I could pick up some buyer leads to make you feel better while I'm totally hung over from the night before and see what happens now.00:10:42:24 - 00:11:03:09UnknownThose days are gone. You're have to earn your shit. That's the opportunity I You are going to have to sharpen your marketing skills. Traditionally, real estate agents, many of them are some of the worst marketers in the world. But there's a good a handful that are always the best marketers, and it's the best marketers who sell the most amount of houses.00:11:03:09 - 00:11:25:03UnknownThey're not necessarily the sharpest tools in the shed, but they're damn good at marketing and making sure everybody knows who they are. So the way that you position yourself, your personal brand has never mattered more. What is your personal brand? It's how people know you. This means that you have to start creating content if you have it yet.00:11:25:05 - 00:11:42:00UnknownIf you're not going to be on social media, your business is dead. You know, a lot of you, a lot of your old whippersnappers are going to get pissed that I say that. But, you know, in all honesty, if you're talking me on social media in the future, you're fucking out of business. These are is this is the reality.00:11:42:00 - 00:12:16:06UnknownThis isn't a let me make you feel good show. This is like, dude, get off your ass If you don't change, your shit is fucked show. Okay, so what we're really getting at here is look at all these different opportunities like changes. That's the opportunity, guys. Now with the marketing, same thing you're going to have a lot of people are going to be very scared to spend money right now, those who are willing to spend money on brand marketing, video content creation, you're going to come out of this on the other end and you're going to be fucking killing it because the same thing is going to happen.00:12:16:06 - 00:12:37:00UnknownPeople are scared. Oh my God, I could tell you this, you guys. I own a video marketing company. I no longer have that video marketing company because about 13 to 14 months ago I noticed the shift in the marketplace. And I was right. Real estate agents in the industry pulled back their marketing budgets when they should instead be doubling down.00:12:37:02 - 00:12:58:12UnknownIt happens all the time. That's why we merge and get out of real estate video marketing. So this stuff is is right there, but you're the one who creates the content. This is going back and nothing changed from before, but the most popular agent is going to be the most in-demand agent because the more content you create, the bigger your brand grows.00:12:58:14 - 00:13:18:09UnknownAnd the reason why your brand is so important is the same reason why Josh Altman has a reality show. He doesn't have to ask somebody for a his his when he goes on a listening presentation. He doesn't have people ask him for his pitch or ask him for his listing presentation. His brand has grown so large. Your media and content creation that people just assume he's the right job.00:13:18:14 - 00:13:44:15UnknownThe same way that if I was going to go out and tell you I'm a chef, I could shoot five fucking videos, put them in front of you, make you watch them, and you would think I am, but I'm not. That's the power positioning and branding. When you're doing things with things like video and content creation, social media and multipurpose scene and distribute your content much like a media company, because that's what you're going to have to do and a lot of people aren't going to do it, and that's going to lead a lot of people out.00:13:44:17 - 00:14:16:16UnknownThe attention that is on your brand is going to be the most important thing in the world. Opportunity. I think I'm a number four niche down immediately, niche down, immediately. Dial in that brand. If you're a give back it, let the world know about it. We had so many agents we branded with such cool wise in their life from rescuing dogs per closing to giving 10% of their commissions back to charity of their choice.00:14:16:18 - 00:14:37:13UnknownBut those are brands. And don't hold back. You're not a salesperson anymore. You're a human being That helps people transition and everything. Home services and whatever it is you stand for, it's time to niche down and let the world know about it. Don't be politically correct, be politic, be personally right in your own way. You know, I mean that that's there's none of that.00:14:37:13 - 00:15:02:07UnknownYou have to be yourself unapologetically. And the way you do that is you scream it from the rooftops and not give a fuck what anybody says because that's what's going to take their own attention. Okay, niche down. Number five, Interest rates are still high. One should focus directly on distressed sales over the next 12 to 18 months. It's going to be where the transactions are.00:15:02:09 - 00:15:37:02UnknownOkay, The transactions are going to be people who need to move. Already seen this. This should be evident for you guys. Your focus on people in their elderly years who are either incapacitated, death, enter a probate, divorce, relocation, marriage, life events, guys, is where you're going to want to focus your time and energy. Some of you if you're if form the strategic relationships with all of these different service providers in your market, you have to own all of these different services.00:15:37:02 - 00:15:59:06UnknownYou need to position yourself as the Amazon of real estate, everything, not just the fact that you help people sell houses. You have to be the guy in gal that has the probate attorney, that has the divorce attorney that has Johnny. No, no, you are the Rolodex for the community. You need to position yourself as a master connector and a master communicator.00:15:59:08 - 00:16:23:10UnknownAnd what you'll find is that you'll make a bunch of these different relationships. Some of them are going to be very fruitful, like the probate attorney, one relationship with a divorce or a probate attorney, an estate planning attorney, one relationship ship can change the next 12 months. Imagine if you have two or three. Why? Because they have clients that will always move in regardless of the interest rate or regardless of the recession.00:16:23:15 - 00:16:58:13UnknownAnd if you can find a way to form a relationship with them that refers you business, well, that's a great position to be in. Very, very good position to be in. Number six, probably should be number one. You got to market your database and you have to build one. If you don't build a database of referring and repeat clients into the future, you will always I mean, it's going to you're going to be just a rat race the rest of your life.00:16:58:13 - 00:17:23:16UnknownIt's going to always be peaks and valleys. You have to build a database. A database is nothing more than a list of people, a contact of relationships. It is a real estate agent. It's the people that you're friends with on Facebook. It's the email list that you've collected from made up of people from anywhere, from the people who say hello to your kids, soccer games, to your friends, your aunt, your uncle's, to your past clients.00:17:23:18 - 00:17:57:10UnknownIt's nurturing that email list. It's farming people via direct mail. You know, I'm talking about creating media on an offline social media and in print and doing that consistent because it's that network, that database that is always going to be responsible for your business. Before the lawsuit. After the lawsuit and the better relationship you have with it and the more trust you have with them, the less all the rest of this shit matters.00:17:57:12 - 00:18:15:23UnknownSo don't overthink that piece, but don't not do it. Because if you don't have a database and if you don't have a system that you're marketing your database with, I want you to go a referral suite, a dot com, that's a referral suite as w e t like sweet candy dot com. I got to get myself a little shameless plug.00:18:15:23 - 00:18:33:16UnknownWhy not? You know, I've been on this show for nine years. Ten years? Ten years. Been doing this for ten years. But let me talk about the final one and some I'm really excited to talk about. And this is something that you're going to have to have to do. You're going to have to earn income through ancillary services or other ways.00:18:33:18 - 00:18:59:02UnknownAnd I want to give you several different ways, and you need to start thinking outside the box. Do not rely on commissions as the only source of income. It's part of your income going forward. And it might be the most dominant part for a while, but you're going to have to diversify where you make money. The first and most obvious, I believe, is if you're going to stay in real estate is that you've got to be an investor yourself.00:18:59:04 - 00:19:22:12UnknownYou know, get in learning that stuff, take courses, take training. If you're if you're in any of our if you're in referrals, readers, witnesses, there's plenty, of course, recommendations in there that we share with you guys about what training to take. It's super, super important because you're going to come across good deals and why give them to an investor if you can take them down?00:19:22:14 - 00:19:44:20UnknownRight. Some of the most profitable models I'm seeing right now are like the rehab or that accidentally started a brokerage. You didn't start a brokerage and then became a rehab or he became a rehab and then realized all the ways he can monetize the brokerage around it through the additional leads and everything else around the transaction. So think outside the box number to ancillary services.00:19:44:22 - 00:20:04:12UnknownSo, for example, I think everyone is going to be a solar vendor. Solar is are very lucrative business. It's something that a real estate agent should have in their arsenal to sell anyways. So make sure you're at the right trusted vendor and you can make good money doing it. It's just the way the industry is headed. Like every agent should be able to sell solar.00:20:04:14 - 00:20:35:02UnknownIn addition to selling real estate right now, every agent should also start thinking about getting their mortgage loan. I'm a lawyer in mortgage loan origination license, and the reason for that is that there are several programs by several different banks out there that exist right now that you can now legally get paid for referring a lender. The client that you're working with on the buy side, I think it's like a half a point, 50 basis point, something like that, which is great.00:20:35:04 - 00:21:03:03UnknownYou know, if your commission is going to get cut a point and a half over here, well then you might as well at a point over there. Right. There's a tremendous other amount of services and vendor services that you can also refer and or recommend during the transaction like movers, handymen, estate sales, things of that nature staging that you're going to start approaching differently.00:21:03:03 - 00:21:27:14UnknownIt's not it's going to be the mindset is got to be more like, okay well if I send this person business, how much are they going to pay me? And you got to present yourself as a broker because that's just what the everyday affiliate world is. So that's what I mean by building a master connector and a network of all these different services, because you're going to see a lot more opportunities to monetize around the transaction in ongoing than just in it.00:21:27:16 - 00:21:49:03UnknownLike if you can find a way to profit off of home services, not just when the client needing to buy or sell a house, but to service them after they bought or sold the house and to stay in touch with them and use that as one of your ways to stay in touch with them and become the Home Depot essentially of your database.00:21:49:05 - 00:22:09:22UnknownThat's the future of this business, folks. So I promise you that's where this is going. So I want you someone's to go out here and create a 1% brokerage and they're going to crush it. And it was already a bunch of you out there. But prepare to have many more. And that's going to be very high in demand.00:22:09:24 - 00:22:33:06UnknownThere's a big that's $1,000,000 piece of advice right there, guys. Create the 1% business model already have it mapped out. It's pretty damn good. I just don't have the time to do it, nor do I want to. But if you do, you're going to make you're going to be rich. All right, folks. So let's recap on this. Where there is doom and gloom.00:22:33:06 - 00:22:54:03UnknownThere is lots of opportunity. And right now there is lots of opportunity. But what your it's going to require is is going to require you to change, start changing the the reluctance. See in those comments are like, oh, we could just do this. Oh, you know, it's going to change and you got to change with it. Start taking proactive steps right now, leadership wise, surround yourself with the people who are changing with this.00:22:54:05 - 00:23:14:18UnknownGet involved and see what's going on in see what? RC And see what all the webinars your broker saying and make some adjustments. I'll be releasing a lot of content specifically to this. I'm going to actually dedicate the next six months probably to this cause because I believe the product that we just launched is exactly what is needed for this time.00:23:14:18 - 00:23:39:12UnknownAnd hey, sometimes you're in the right place at the right time in their product suite, assist and referral suite Ecom. You can check both of those out folks, if you will. And I really appreciate you. Listen to another episode of the Estate Marketing podcast. I appreciate you guys hanging in there. Changes opportunity and don't be scared. Double down Faith in yourself and left it over.00:23:39:12 - 00:24:05:17UnknownRight. See you guys next week. Thank you for watching Another episode of the Real Estate Marketing Do podcast. If you need help with video or finding out what your brand is, visit our web site at WW W dot Real estate marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace.00:24:05:22 - 00:24:08:16UnknownThanks for watching another episode of the podcast. We'll see you next time.

If you decided to start creating content, you probably realized how hard it is. Today's guest can tell you exactly how to do it and how to make it look good.ResourceCheck Out Steve's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:05:40:08 - 00:06:11:10UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:06:11:12 - 00:06:33:10UnknownWhat's up? Ladies and gentlemen, welcome to the other episode of the Real Estate Marketing Dude Podcast. And most of you been listening to the show for years know us as video, and we haven't done it with video, video marketing and all that other stuff. And we haven't done many podcasts recently on video, but the title of this one is How to Shoot Videos That Don't Suck.00:06:33:10 - 00:06:54:15UnknownAnd folks, I can tell you that in the last few years, all the videos we've created, the thousands of videos we created, there is a formula here and it doesn't matter if you're ugly, you're fat, you stutter, it doesn't matter. The biggest, I would say, reservation I get from people and they're trying to get on camera and they would hire us was be like, I'm too boring, I'm ugly.00:06:54:15 - 00:07:14:19UnknownI've a face made for radio. None of that shit matters when it comes to video. You have to know two things how to main, how to maintain and retain attention, and how to take people through a story essentially and add value to them while you're doing it. So we brought on Mr. Steve Stockman, who wrote a book on how to shoot videos that don't suck.00:07:14:19 - 00:07:37:20UnknownThis dude's in L.A. He creates shit for people and he's very creative and he's going to break down. I don't know, let's call it the infrastructure of a successful video, if that's okay. But without further ado, let's go ahead and introduce our gas and we're going to break it down for you guys. How to create videos that people are actually going to watch and that you'll feel happy to put out there on social media, YouTube and all the above.00:07:37:20 - 00:08:03:19UnknownSo, Steve, how are you doing? Why don't you tell everyone a little bit about who the hell you are, where you're from, and let's get in Skype, all kinds of questions for you. I'm doing great. Thank you for thank you for having me. So I do TV shows, then a feature film, music videos, basically. I've been in Los Angeles making a living as a director and a writer and producer for quite a long time, and I like to teach about video.00:08:03:21 - 00:08:37:19UnknownYou know, when the big video revolutions started, it started to be like a doctor at cocktail parties. You know, you'd walk in, but instead of saying, Hey, could you look at this boil on my neck, they'd go, You know, I've got a video. Could you look at it for me and tell me how it is? And what was funny about it was that it was almost always a series of related problems that were perfectly understandable because in the olden days, I don't know if you remember the olden days, but nobody asked you to make videos in the olden days and the olden days videos were things that people who are professionals like me made and00:08:37:19 - 00:09:03:06Unknownnormal people never made them, and in fact were so excited to see themselves on a TV screen when they walked through the the video store at the mall that they would point and smile at it, you know, which we don't do anymore either now that everything is on video all the time. So so I wrote this book and how to Shoot video that Doesn't Suck is in nine languages and 250,000 plus copies.00:09:03:06 - 00:09:30:18UnknownYou can get it wherever books are. But the reason I wanted to talk to you is I just did a video course also that's designed to help people really understand how to make video that other people will want to watch. So let's break it down. Where is everyone going wrong? Well, I think the first the first most important thing to think about when you think about video is what you watch, right?00:09:30:20 - 00:10:01:18UnknownBecause even though none of us or many of us are not professional videographers, we understand video. We've been watching it since we were born, basically. And so we speak the language, which at least we understand it, you know. And so if you trust your instincts, that's probably one of the first rules of video, which is if you're doing a video for a house or a real estate project and you're looking at it and going, Oh, this is crap.00:10:01:20 - 00:10:26:19UnknownIt's crap, you know, so the director's job, oddly enough, is to stand up and go, This is the way it should be. This is the color. It should be. This is where the actor should stand. This is how I want to point the camera. And directors get paid a lot of money to do that. If you're running your own business or your own your own real estate business, you have to be willing to do that for your videos and be real honest about what you like and what you don't like.00:10:26:22 - 00:10:48:15UnknownAnd don't put anything out there that you wouldn't choose to watch. Good point. Where do you start? I feel like a lot of, at least in businesses, when they start making videos, one of the biggest problems I see is they treat it like a sales pitch from the get go. And it's and I get it. Guys like we're taught to sell our services.00:10:48:15 - 00:11:06:21UnknownAnd if you believe you're the best person in the job for it, you should. However, if you're constantly just selling your shit, well, people are going to tune you out eventually because you're not adding anything of value no differently. And I say this every show almost. If you talk to your wife about work on every frickin day, she's going to divorce you because you have nothing else interesting to say.00:11:06:23 - 00:11:22:22UnknownWell, if all you're doing is just trying to get me to give you money, well, it's the same thing you have to have. There's a format here that has to take place for people to actually consume your content, because if they're dropping off, 80% of people drop off in the first 8 seconds. So it's even higher than that.00:11:22:24 - 00:11:47:00UnknownSo every bit of it adds a lot of value to it. Yeah. So a way to think about it is think of it as a transaction. You know, you are providing your video needs to provide people with an experience they actually value because we can get from our phones to a billion other videos besides your crappy video in 3 seconds.00:11:47:02 - 00:12:16:04UnknownRight? So there's no reason for us to stick around unless we're getting value from the transaction of watching. So we need to be entertained. We need to be intrigued. We need to be taken for something of a journey, a trip. We need to go on a ride and we need to we need to be able to feel like we got something out of it.00:12:16:04 - 00:12:38:23UnknownAnd the benefit of that is if we do, we're going to come back for more later. We're going to be willing to trust you. And if we don't trust you, we are never going to watch another one of your videos. And that's a really important thing that people don't don't immediately understand until they start to think about the way they watch videos, because it's pretty much the same thing.00:12:39:00 - 00:12:57:12UnknownWhy is it that never before in the history of mankind could a little six inch device like this make a £300 grown man break at the knees? And why do we get so damn? Oh, my God, It's a camera, guys. I always thought people. You don't have to watch it. Like, if you don't like your video, don't post it there for a while.00:12:57:13 - 00:13:21:21UnknownYou nervous shooting it? Yeah. In fact, you have to not post it if you don't like it because you know the answer to the rule. Yeah, it's disrespectful. I mean, think about think about your behavior. I mean, you go to Netflix not because you want them to punch you in the face or ask you for money, but because you want to sit down and watch things that make you feel something or take you on a trip or entertain you.00:13:22:02 - 00:13:51:02UnknownAnd because they do such a good job of that, you go back to everyday and you see what's on Netflix. And I think that businesses can do the same. I think if you're if you're killing it with your and there have been examples of this throughout, you know, online history but if you're if you're killing it with videos that people enjoy, they will return and that's that's the game right.00:13:51:04 - 00:14:11:16UnknownIs to make people want to come back and look at what you're doing. So I think you're right when you talk about the idea that that it doesn't really matter who you are, you need to find out what is. The way I like to put it is you have to find out what's magical about you and about your relationship with your customers and figure out a way to get that across.00:14:11:16 - 00:14:33:10UnknownIn a video, if that makes sense. Yep. And it doesn't mean you're selling it, guys. You know you don't have to sell it to demonstrate it. Yeah, real estate agents always go out and I've been in the business for I'm off. Hey, I've been, I've been sold. I was later piece them out. It's more of like. Like nobody's watching your content and your job isn't to tell.00:14:33:10 - 00:14:49:15UnknownIt's to remind. At least if you're trying to build a brand on on video, if you're just constantly telling people you're going to last for three or four months in Russia to say, But when you're just constantly understand how to remind people consistently what you do for a living, especially those of you who are in referral based businesses, well, you become unforgettable.00:14:49:17 - 00:15:09:17UnknownBut you have to have that storyline that they remember by and think about every single video that you watch on television. There's that one thing that you follow. Most of you don't even know what it is like. Take Joe Rogan, for example. He's got a great podcast, right? He's got a huge podcast following and people watch that show, I believe, for his authenticity, but people know what they're going to get.00:15:09:17 - 00:15:30:08UnknownAnd Joe, he never has to sell his show. He just sort of tells you, just tell the story each and every time, right? And people come back for that. So what's your advice for people? Like how do they overcome that, that piece? Because how do you create stories is what I think is the key storytelling. How do you create stories on your business without selling your services all the time?00:15:30:08 - 00:15:56:11UnknownBecause when you could crack that, you'll never run out of things to say on video. This is exactly correct. I totally agree with you. So here's how you do it. First, if you have a business, you have your real estate business and you've successfully sold properties, then you have some idea, even if you haven't sat down to think about it, who your great customers are and who your last great customers are.00:15:56:13 - 00:16:17:08UnknownSo what you want to start with is a profile of your great customers. And great customers are the ones who get you, who come back to you because they see things in you. They say things like, I like the way you show this property, or I like the fact that you thought of me for this one and you didn't bother me with this other one.00:16:17:10 - 00:16:49:09UnknownOr I like the style of house that you tend to represent or I like the owners that you work with. When I'm buying property from you, something about you is bringing people back to you. And so the first thing you need to understand is what those things are. And the way to get to it is identify your best customers, literally make a list of all your favorite customers, the ones you would walk through fire for, the ones who would walk through the fire for you, where you work with them and you feel like this is great.00:16:49:09 - 00:17:16:15UnknownI could work with this person all day. Who are those people? What do you love about them and what do they love about working with you? And you will find some commonalities running through those lists. And that's step one. It's not like you don't need fancy market research. You just need to think a little bit about what makes you great, honestly, for your very best and most lucrative customers.00:17:16:17 - 00:17:41:13UnknownAnd that will give you some clues about what your audience wants from you, because the best thing you could possibly do is attract more of those kinds of people, right? The ones who are going to love you may have fun with you, make you feel great and buy from you. So let's give you some examples. Here's a good one that if you're a we had a client a while ago and he's a dog rescuer, that's what he was.00:17:41:13 - 00:17:56:01UnknownAnd he happened to sell real estate. Seconds So you got to figure out what you are first and then what you do second is that you sell real estate or you do loans or whatever that is. So how would this guy go out and shoot videos on a further for and not talking about real estate because you don't always want to talk about real estate either.00:17:56:01 - 00:18:18:01UnknownYou want to you want to remind people what you do. So what he would do instead of him going out and doing well, if he was going to do a housing tour, he would open up though, where the dog would sleep. Right. And he's he sees he's creating videos that have the best dog backyards. He's creating videos on local community dog parks, restaurants that are dog friendly and all of it is real estate and community.00:18:18:06 - 00:18:52:17UnknownBut his personal brand, you get a lot. You get to know whom he is, right? We had another person that would do their military. So I got a great create a show called San Diego Salute, and he would just literally go around town and remind people that he was in real estate, but he would focus on the different monumental and call it antique type tourist attractions in San Diego, which is a ton of military installations, He would focus on military owned small businesses, and he even created a buyer boot camp and a seller boot camp to determine sort of how he portrays you.00:18:52:17 - 00:19:17:19UnknownIn other words, he's got your back right? So there's a communication strategy here. And I think that's where a lot of people struggle with, like, well, who am I? And is it hard without identifying what the hell your own brand is to create any type of videos that people will watch? Yeah, And I think that's that goes to I think it's hard for people to admit what's great about them.00:19:17:19 - 00:19:44:16UnknownLike, we're kind of a little bit conditioned to not go, Oh, well, I'm great at this and I'm great at this. And that's why I say, look at your customers and kind of let them tell you in a way or kind of pull from that list. What's great about you? I love the dogs story, but you know, you can go, wait, there's millions of things like maybe you're the person who really loves Spanish style houses and renovating them.00:19:44:18 - 00:20:09:10UnknownYou know, maybe you're the person who has a perfect eye for minimal renovations. That'll help a house flipper really kill it without screwing over their customers. Love. Maybe, you know, maybe your, you know, a water properties person and you love boats. And so you're going to make your your videos and your essence about that. And that's all great.00:20:09:12 - 00:20:29:17UnknownAnd the dog thing is wonderful because it's it's about you like it's about that guy and the fact that he loves dogs. So what do you love that you can share with your customers that they in turn, you know, already for making this list that they love about you that you can put into your video in some way?00:20:29:19 - 00:20:46:02UnknownYep. Yeah, Yeah. Because, I mean, you guys have to be excited about it too. Like the creator needs to be excited about the content they're creating. Otherwise when they're creating it, it just doesn't come out well, right? Like you have to like. Like your own stuff. Otherwise people will look at it and know that you look constipated for a reason.00:20:46:02 - 00:21:10:01UnknownYou're not very excited about it. And that's equally as important. You guys, when we're breaking down a video and people get so held up on scripts, right? What's the script? What's the script say? I need to see the script. I've never seen anyone script a video, reading a script and it turn out well as much as using a script as like a guideline, right?00:21:10:01 - 00:21:29:11UnknownBecause they always revert to reading. It is very hard to be authentic when you're reading something, right? So what do you what's your view on scripts? How does someone approach like, great, you have good video idea. Walk me through like how do you script something like that? Because that's where a lot of people get stuck. They worry so much about what they're going to say versus how they're going to say it.00:21:29:13 - 00:21:47:02UnknownWell, some people are very good at it, and so those people should go ahead and do it right. But I think part of what you're saying and and a point I want to kind of tack on here is that you don't need to do something in a video and you shouldn't do something in a video that you're bad at.00:21:47:04 - 00:22:15:13UnknownSo if you are not a script reader, then you might want to instead bring a shot list with you to the house that you're going to shoot and just work off that shot list and sort of, you know, point the camera, get a really great shot of the kitchen, talk for a couple of minutes and do a couple of takes just off the top of your head about what's great about that kitchen or the thing that you want to bring to people's attention.00:22:15:15 - 00:22:43:05UnknownAnd then in add it, just pick the best piece that works and use the part of your voiceover that works without having to script it and make yourself feel awkward. Or you also don't want to be on camera if you're awkward on camera. But what could happen? Like if you're awkward talking to the camera, then there's no reason that you can't have your assistant shoot you talking to the clients and use pieces of that, right?00:22:43:05 - 00:23:04:21UnknownThen you don't have to talk to the camera. We can just take pieces of what you said to the clients and and paste that and edit it into your house video, for example. So I think it's important. Your big point is really important, which is don't do something on video that makes you feel awkward and miserable because that will show every time.00:23:04:23 - 00:23:30:04UnknownYep. Absolutely. What do you. Let's just put ourselves in a I'm a realtor. I know I need to create videos. What do I do next? So if you've got this this kind of audience profile about what makes them magical, what makes you magical to your audience, rather, what you want to think about is how you want to express it.00:23:30:06 - 00:23:47:14UnknownAnd the guy with the dogs is a great example. He just pulls that out and puts it in there. And even if you don't have a dog, if he does it in an amusing way or an emotional way or a way that shows you cute dogs that you can appreciate, even though you don't have one of your own, that's a hook he's going to write.00:23:47:16 - 00:24:09:08UnknownYou're going to remember him. It's authentic to him. He looks good doing it. He's clearly interested in it. And everybody can like that. Right. So what is it that's magical about you that you can put out there? If you have a great sense of humor, you should be narrating your videos and putting that great sense of humor in the videos.00:24:09:10 - 00:24:43:00UnknownIf you do have a really great eye for detail and you want to talk about, you know, the detail in a house from the 1860s on the East Coast somewhere, you should be getting that knowledge out there and you should put that kind of narration or discussion in your videos, not 30 minutes of it. But if it's a really important thing for you and your personality and it's something that your clients love about you, real estate videos do not need to be boring floats through the house with a drone shot.00:24:43:02 - 00:25:04:18UnknownThey can be narrated, they can have the personality of the realtor attached to them, whether it's narration or on camera. And they should be fun and entertaining for the audience in some way. One of the best listing videos I saw, I think it was last year, it was a year around Christmas time and it just a and there is no words in it, but they put an elf on the shelf in every room.00:25:04:20 - 00:25:19:05UnknownBut fight. And it was just one little thing, but it was a human sized dolphin shelter. I'm pretty sure that off on the shelf was the realtor, but he was like positioning himself, like in in every room shot they had, you know, the elf is always like doing some fun. So he would be frozen in and he was stuck in that position in that room.00:25:19:05 - 00:25:45:12UnknownBut that was what made it extremely eye catching. I remember when I saw the house in Chicago, a friend of mine, a good friend of mine, he's a huge Metallica collector. Like a memorabilia collector, dude has over $300,000 of Metallica album signatures, all the band mates, you name it, he's got the most rare Metallica artifact. So I remember when I started that video, it was like, This is the world's best man cave you're ever going to see.00:25:45:12 - 00:26:00:07UnknownAnd I was at his drum set because he didn't do too much, and that was done on purpose. I did that very well just because I drew them in. I picked the most interesting part of the house. So the the hook, though, is where are you guys going to focus on the most? What do you think the most important part of the video is?00:26:00:07 - 00:26:46:04UnknownWould you agree that that first 8 seconds, 10 seconds, 5 seconds starts the. I do it. I do and I don't. So I think that we we we want to be careful about focusing too much on the CEO and hooky ness of it all and more focused on the quality of the overall thing. So what I think in there in the real estate industry, one of the things that's true is if you were actively shopping for, say, a house and your realtor says you should watch this video for this house that I think will be right for you, you're going to give it more than 8 seconds unless it's a complete waste of your time.00:26:46:10 - 00:27:06:18UnknownRight. Because you've been told by your realtor that you should watch it. Now, the so the question is, what's the whole video look like? And so I think that I think that you don't want to do something in the first 8 seconds that stupid and you certainly want to do something in the first 8 seconds that intrigues people.00:27:06:20 - 00:27:35:05UnknownBut I think that to focus too much on that kind of you know, jam at the beginning is less genuine and more gimmicky than we need to be, right? What we really need to do is get the value proposition for them, the entertainment transaction proposition upfront. What am I going to give you should be clear in that first 8 seconds.00:27:35:07 - 00:28:01:00UnknownSo even if the realtor says you'll see a beautiful picture of the house and you hear the realtor going, Hey, this is 1157 Colvin Avenue, it's perfect if you love 1850s renovations that are authentic as hell, right? So that's not flashy, but it gives you that benefit in the first 8 seconds and you're now going, Oh, I do like those kinds of houses.00:28:01:00 - 00:28:24:06UnknownI should watch the rest of this. Right? And then then the consistency of your production throughout will make that person, hopefully when they're done with that video, look at your website to see what else there is on your website that's for sale. And then call their realtor and go, Hey, I saw this other one on this guy's website, you know, so I think it's all about overall quality.00:28:24:08 - 00:28:43:05UnknownEven call the realtor and like, Hey, why aren't you? This is when it really works. Well, say, Hey, this other realtor is doing all these videos on all of his listings. Why aren't you doing that for mine? Now you're like, Oh shit, that happens all the time in terms of maintaining attention throughout the video. Like what other tips?00:28:43:05 - 00:29:00:19UnknownHow do you get people to watch? Towards the end of the video? You get you get them interested upfront. You got someone to tell the promises, What are you going to what do you watch this for? Like what's in it for me? But then how do you maintain attention? I think that it depends on what the purpose of the video is.00:29:00:19 - 00:29:23:20UnknownSo are we talking like like walk through type videos or videos more about your firm overall? Because I think what most realtors and most lenders, they're going to create like more of an ongoing series. They're not necessarily like their sales videos that they're running ads to, but they're ongoing video marketing strategy that sort of keeps them at the forefront.00:29:23:22 - 00:29:43:08UnknownSo they're creating a show called a YouTube channel, and they're creating consistently each and every month, some short form, some long form. And that's top question I get is like, Hey, dude, how do I get people to watch more of these? And like on sites like YouTube, people are so worried about that because you guys want your videos to get seen and shown, well, you got to increase the watch time on those if you want that to happen on YouTube.00:29:43:10 - 00:30:05:09UnknownSo you have to maintain that attention. So more so like that perspective, how do you get people to watch towards the end of it? So I think step one is to make sure that your intent for your video is clear. So let's suppose that you're a real estate lender. I'm making this up, of course, because I'm not a real estate lender, but I've borrowed money for real estate, so I'm somebody who works.00:30:05:11 - 00:30:27:19UnknownSo you're a real estate lender and you have made your list of customers who are your favorite customers. And you know what they love about you And you're thinking about presenting yourself as the guy who's going to come up with or a woman who's going to come up with incredibly innovative financing solutions for you, even if you've only got 10% to put down.00:30:27:21 - 00:30:56:11UnknownRight? And so your intent is to make people who feel like they only have 10% down, who feel like they can do some very good deals. Right. And with your guidance, perhaps, perhaps that's your intent by having that clear intent and setting it out like that. Now, when you think about your video, you can judge everything against how well are we doing on that score?00:30:56:13 - 00:31:23:20UnknownAnd you know that your video is done when you've done it. So when you've done a video that that says to people, Hey, you only got 10% down, I can make a deal with you, that's going to make you look to the seller like you had 90% cash. Right? And so that means that as you design the video, you're thinking about, okay, here's my point to them.00:31:23:22 - 00:31:48:12UnknownMy point is that I can make your 10% down transaction work phenomenally well. Right. My point is that I'm an innovative thinker. So now you can say, I know what my intent is and I know who my audience is. If these 10% down, people who love me and I know that my point to them is I'm going to make this really innovative and magical for you so you can close your deal.00:31:48:14 - 00:32:09:02UnknownNow you get to the good part, which is creating a way to do that, and there's an infinite number of ways to do that, but there's also an infinite number of ways to screw that up. And by having this intent, lay it out and know what your video is going to be about. You can avoid all the ones that are going to screw it up, right?00:32:09:08 - 00:32:36:12UnknownSo you can like video out as as interviews or with past clients or you're going to stage a meeting with a buyer where you're sitting next to the buyer and talking to the seller and you'll stage that and make a skit out of it, or you're going to report on some great news that you just read about this and make it really easy for clients to understand.00:32:36:14 - 00:32:57:03UnknownAnd any approach that you take, you know what your goal is. You know who you're talking to, and that way you'll know when you're done. And so people will always watch till the end. If you stop at the point that you're finished and where you've delivered something of great value to them. And does that make sense? Yeah, Yeah.00:32:57:05 - 00:33:26:01UnknownYou got to call out just to rewind, guys. We're saying who, what? What is this about in the beginning? Who is it for? What do you get out of watching it? Small intro and then deliver on your points. But if you notice, he did something important there. He had a little teaser and he said it very nonchalantly and he said, I don't know if you could rewind what you just said there, because he said in the video, like, but then there's other things that you shouldn't do as well.00:33:26:01 - 00:33:39:07UnknownWe'll get to that in a little bit. But first, you know, like that little that little things like what do you mean what? I shouldn't do that that sort of is like a pattern interrupt in a sense where you got to be like, Oh, okay, so maybe I do need to stick up to the end of this as well.00:33:39:09 - 00:33:59:05UnknownSo like, let's, let's see if it's all right, so let's go. Here's a good way to do it. Let's just take that man cave example. Tell me if this is what you're saying here. So I'm about to show you the how I'm going to show you a $300,000. I actually probably won't say it on a video cause I don't want to rob his house, but I'm going to show you the world's best Metallica man cave.00:33:59:07 - 00:34:17:10UnknownBut just in a minute, the first place I'm going to stop here is going to be in the kitchen and blah, blah, blah, blah, blah. So I said a little bit of a teaser to keep them going. Is that your scene? I think that's a big part of it. I think. I think that everything you're doing wants to lead to the next thing, if that makes sense.00:34:17:10 - 00:34:54:01UnknownSo I think you mentioned upfront story, right? So story structure is beginning, middle and end, and it's just that simple. So if you're laying out your video about the man cave at the beginning, you might start with, you know, say, a real estate beginning. If you're showing the house, you might start by saying, Hey, normally I would do a real estate video for you by showing you this house and walking in the front door, just like you're going to do in real life.00:34:54:03 - 00:35:18:06UnknownBut I got to show you something first. That's good. And then you might get down to the man cave first and interrupt that flow. That's good. And then the middle is, you know, here's how we got to that man cave. You know, here's the rest of it, which turns out to be a very civilized, great, entertainer's house that isn't weirdly man cave for you at all.00:35:18:06 - 00:35:40:13UnknownIt just has this special room, you know, behind a wall shelf wall, you know, and you know that your whole family will enjoy living in. And then at the end, you talk about it, you know, this is a whole package. And if you're the right person for this, you're going to need to see it. And and here's when you can do that.00:35:40:15 - 00:36:02:21UnknownSo you can have a little story structure for them and that keeps them intrigued and sitting through the whole thing. So if you guys are outlining these, like just literally go back to the way your teacher told you to write an essay, there's an attention got here, there's an introduction, there's body point one, two and three. Then there's an actual conclusion and there's your video script, you know, but you should take some.00:36:02:21 - 00:36:20:13UnknownDon't wing it, like take some time to list it out. Like I'm going to go here first and then I'm go here first. And you got to make it make sense so that people would watch it. But it shouldn't be any more difficult than that. Now, the older the other videos I see people make, like ones you use for ads, and those are like very highly scripted.00:36:20:13 - 00:36:39:05UnknownThey have certain mechanisms in there to get people to take action and all of that. But we're talking about just making general content videos and every single one I've recorded, I always follow that story. Hook attention getter body outro, hook, attention getter, body outro. And it just never fails. And as long as you can write an essay, well, I mean, it's all you're doing on camera.00:36:39:05 - 00:37:01:19UnknownThe difference is writing versus filming, right? You're still telling a story either way. Yeah, I think it's remarkable. You know, I talk about video as a language and people say, well, editing, I don't understand editing. It's like, well, it's cut, copy and paste, like Microsoft Word, you know, and and you're exactly right that telling a story is who's the hero?00:37:01:21 - 00:37:21:20UnknownWhat do they do at the beginning? What happens in the middle and how does it all work out at the end and telling those kinds of stories, It very much is exactly the same as Mrs. Cooper. Talk to you in fourth grade when you had to diagram sentences. You know, it's here's even a shot, you know, noun verb, an individual shot.00:37:21:20 - 00:37:42:23UnknownAnd a movie that you watch is going to be John Wick slams a guy in the face. That's the shot. The the noun is John Wick. The verb is slams. The object is the guy who gets his face smashed. Right? That's the end of the shot. So all filmmaking and all video making is exactly like English class way back when.00:37:43:00 - 00:38:05:19UnknownAnd the closer you can stick to that, the better off you're going to be. Yep. Telling stories, not making statements. Yeah, stories. Not selling your services. I think the magic is in trying to get your personality into what you're doing, especially if you're doing repeat business with a lot of the same people as a way of building your business.00:38:05:21 - 00:38:27:05UnknownIs is to think about what makes you great and think about how you're comfortable presenting it. Because, you know, you see a lot of I've been shopping actually, and and I also sold a house recently and in the in the. Did you like your realtor did. Yes, actually that's a that's that's a rare thing. You might have had a good one.00:38:27:06 - 00:38:45:18UnknownI was like a needle in a haystack. But I looked at all the videos that people were doing for realtors. And around here, they're pretty high end. Yeah. Yeah. They all look kind of the same, you know, it's all walk in the front door. Here is what you see in the front door. Here is what you see in the living room.00:38:45:18 - 00:39:07:16UnknownHere's the oh, look, there's the kitchen and then there's a drone shot at the end. And and I appreciate the simplicity of that, but it looks just like the MLS listing pictures where it's exactly the same chronology or the virtual walk through, which is exactly the same chronology. So if you're going to bother to do a video, there needs to be more to it.00:39:07:17 - 00:39:31:08UnknownThere needs to be your realtor's analysis of why this property is great. We're finding something special about it or something that you wouldn't notice about it that no one else will notice about it and that you can add to in a narration or an on screen appearance. You know, I don't understand why realtors don't all narrate their videos of these walkthroughs.00:39:31:08 - 00:39:52:05UnknownIt's like it's just it's so important to be able to share your point of view about why this house or property is going to be great for the right buyer. And the more you do that, the more credibility you have with buyers and the more it's going to work for you. I mean, look at every listing and just pretend you're writing an essay on it.00:39:52:05 - 00:40:26:22UnknownI mean, that's what it comes down to you guys. If you're going to write a personify the house, literally, if it was a person, now go out and tell the story about their person. Very cool. Very cool. Any final thoughts you want to add? Any tips, anything else you want to add in here? And then I think just the the the no, no B.S. rule, which is if you look at a video that you've just done and something about it isn't working, there's something technically wrong with it or some shots are too long or you're just in the middle of it, you just have to fix it.00:40:26:24 - 00:40:55:20UnknownDon't put out stuff that isn't good because it hurts you to do that. You know, it's it's a first to no harm thing. Or as editors say, when in doubt, cut it out. Right. You're not going to hurt yourself by not showing someone something, but you are going to hurt yourself by showing them something lame. So pay close attention to what you're making and have fun with it and put something of yourself in it.00:40:55:22 - 00:41:11:23UnknownAnd if you do that consistently over time, you'll get better on it and it will all start to really work for you. I agree. I agree. Why don't you tell people where they can get your book or visit your site? Learn more. The book you can get pretty much anywhere. It's called How to Shoot Video That Doesn't Suck.00:41:12:00 - 00:41:38:01UnknownThere's an audio version. There's an electronic version. You can get all those. And the new course I just did is 22 lessons. It's also called How to Shoot Video That Doesn't Suck. You can get it on my website. Steve Stockman dot com on so it's 22 lessons and examples and me talking to you in a way that hopefully will demonstrate how not to make a terribly boring teaching video.00:41:38:03 - 00:41:57:04UnknownLove it. Thank you folks for listening to their episode of Thursday marketing to podcast. We'll see you guys next week. Same place, same time and enjoy your day board member. Right now, with the way the market is, you got to focus on create a whole lot of buzz and attention because a lot of people aren't and rally is the more attention you have, the more client you're going to have, because real estate is just a giant popularity contest.00:41:57:06 - 00:42:20:11UnknownThere's no better way to build your personal brand than with video, period. And of course, see us next week by Thank you for watching another episode of the Real Estate Marketing Do podcast. If you need help with video or finding out what your brand is. Visit our website at WW W dot Real Estate marketing do dot com. We make branding and video content creation simple and do everything for you.00:42:20:11 - 00:42:31:12UnknownSo if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching. Another episode of the podcast will see you next at.

Most people take a look at this market and they go, "oh well," and they do nothing. Those people are not succeeding or thriving in this market, they assume it's impossible. But it's not impossible, so today we are looking at another way to dominate in this market.ResourceCheck Out Nate's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:06:08:16 - 00:06:27:00UnknownWhat's up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast. Folks, if you've been following the show the last few weeks, we've been talking about things being a little bit outside the box while everyone else is singing doom and gloom. I see nothing but light and opportunity. And a lot of that reason for it is that these shifts are when people actually take ground.00:06:27:02 - 00:06:45:22UnknownThis is when people actually grow. They take market share. But you can't be sitting at the sidelines. You got to start by doing something differently. There's two things I've been really screaming. One is double down on brand. This is your time to steal your everyone else's attention right now. They're all quiet. They're saving their money. They're not doing ads on social media.00:06:45:22 - 00:07:01:17UnknownThey're just sitting there doing absolutely nothing. That's why you want to be really loud. But two is you got to take on a new, unique selling proposition. And the chat that I've seen a lot of people in all the Facebook groups doing right now is like where the transaction is, where the transaction is, where the transactions will tell you where the transactions are not going to be in the next year.00:07:01:23 - 00:07:20:14UnknownIt's not going to be and I would not concentrate in your regular mom and pop residential retail sales. I if I'm you, I'm concentrating on people who have to move in this marketplace and there's going to be a lot of situations with that. One of those situations I saw the other day is a real estate agent posting. I can't afford this mortgage payment this month.00:07:20:19 - 00:07:39:15UnknownWhat am I going to do? Their real estate agent is one of many. Foreclosures are up 28% or 35% year over year. And that's going to be people who have to sell are going to have to move. Life change events, marriage, divorce, bankruptcy. That's where I'm focusing my lead generation efforts. But without a brand, none of that stuff matters.00:07:39:15 - 00:07:59:02UnknownSo we're going to sort of tie in branding, social media marketing, and then how to find deals and where you should be putting your hat on today. So we brought on Mr. Nate Armstrong. This dude is a fucking killer, dude. He has a couple companies. He's got a social media arm. He's a real estate investor, but primarily he's a marketer.00:07:59:02 - 00:08:12:16UnknownIf you check out his website, you know exactly what I'm talking about. But without further ado, let's go ahead and introduce Nate to the show. What's up, Nate? Mike, thanks for having me on, man. Pleasure. I still everyone a little bit. Who the hell are you? Where are you from? What are we can talk about today? Yeah. Yeah.00:08:12:16 - 00:08:35:05UnknownSo I used to be a realtor while back. Is going on ten plus years ago, and I got involved in a big development project where I referred clients and raised money and whatnot. And my wife told me not to do the development project. This is like in the the wake of the last recession. And fast forward six months in, I got a phone call from the developer that he said, I'm walking, I'm out.00:08:35:07 - 00:08:59:18UnknownAnd I'm like, What? Like, no, like you don't just walk like we finish this thing. I'm the guarantor on your loans. And I referred half the people that that are working with you on this is like, Well, I'm out and here's the keys. And is that moment I was forced to, to start liquidating our rental properties and I ripped my wife and my, my then newborn child away from our house next to the lake to move across state lines, take over this project.00:08:59:20 - 00:09:20:20UnknownAnd I worked on it for a year, got the thing done. But by the time that we finished it, there was just no juice left. Like I had burned all the equity and the high interest loans eaten alive, and I ended up going through bankruptcy. Now I immediately got back to work and I found someone doing something interesting with social media and I really gravitated towards it and I started modeling it and I did it over and over and over again.00:09:20:20 - 00:09:47:22UnknownAnd and and thank God that was our first ever million dollar a year coming out of bankruptcy. And then year one out of year one. Year one. Love it. Yeah. The trustee didn't believe that I went bankrupt. She actually called me back in to re audit everything they did. Did depositions with my bookkeeper. It was crazy. But in the midst of all that, I spent some time on my hands and knees praying and just trying to figure out like what the right steps were.00:09:47:24 - 00:10:06:12UnknownAnd fast forward it like the social media angle. Like today we live in this world where you could post what you had for dinner last night, but that's not productive. Instead, like owning your own brand, like being that niche leader in your marketplace, that's what's really going to drive results, and that's what did it for us. That's why we went 0 to 1000000 in a year.00:10:06:14 - 00:10:21:05Unknown100%. You know, I was before I'd ever meet our guest guys, when they come on the show, I do that on purpose because I like to just pull everything out of them live. And I was on Nate's website and I'm like, Wow, this guy's got his message dialed in and he's got a nice video on top of it.00:10:21:07 - 00:10:37:18UnknownAnd most like investors aren't like great marketers like you are in that sense. Like, I see usually the sites, like some guy's like, Hey bro, you got a lot. He's got his shit together, It's polished. But what I like about it is that he knows exactly who is niches. He's not scared to scream his Christian face, his faith.00:10:37:19 - 00:10:54:04UnknownHe basically says, Hey, we help people. I'm a Christian based business owner, and I right off the bat, I thought that was impressive because he knows who he's talking to. He knows who his tribe is. The problem so many guys have as you're trying to relate and be something that everybody and you relate with, none. Jack of all trades is the master of none.00:10:54:06 - 00:11:17:06UnknownSo don't be scared during this time to really dial that in. Be yourself because you will attract like people, whether you're covered with tattoos or you're like Nate and prayed many times a day or you got strong faith, it doesn't matter. You're always going to attract your tribe. Nate Question on before you really dialed in your brand because your company is called Home Invest doesn't have anything to do with faith.00:11:17:06 - 00:11:33:06UnknownYou didn't have to mention your faith. You don't have to mention that you're a man of God and that this is a big part of your why in your business, why did you decide to do that? Yeah. Number one, there's scripture that talks about all of us one day standing before God and giving it a testament of our life.00:11:33:08 - 00:11:48:10UnknownAnd at that point, basically, it's going to be the question is going to come on the table. What did you do? Did you did you have my name out there? And I feel compelled that his name is supposed to be before my name, kind of like in brokerage law, like a man booker. His name's got to be bigger than your name.00:11:48:12 - 00:12:05:19UnknownAnd so and to your point, Mike, what happened since then? I did not intend for this. This. It was not my plan. But what's happened since then? I got some heaters early on. I had some people like just trashing me and like I even had some some close personal one. One particular close personal relationship. He's like the direction you're going, man.00:12:05:19 - 00:12:24:04UnknownI don't like this. This isn't going to be good for you. And we kind of had to cut ties. But what's happened probably took six months. But what happened is it just it took off. Like now I get people coming to me and they'll say, Nate, I invested in your multifamily property or Nate. I went through your social media blueprint program because of your faith.00:12:24:06 - 00:12:43:15UnknownLove that, folks. That happens all the time. And you had it on Dot. It's always six months on a white six months when someone really goes all in on their brand, you do piss people off. But until you do, you know you're not on the right track because you're not supposed to resonate with everybody. You're not God, you're supposed to have people that you resonate with, and you're supposed to have people that are going to like you at all.00:12:43:20 - 00:13:04:11UnknownThat's just the way the world works. But and you, when you dial that in and you do it unapologetically, wow, it's very powerful. And yeah, and people will invest with you or work with you or hire you or do whatever with you just because of what you stand for, not what you do. In real estate. People hire you for how you do things, not what you do.00:13:04:12 - 00:13:26:19UnknownYour license only gives you a legal right to collect money. So think about that, you guys, and think about how you make your own buying decisions and who you hire and whatnot. Yeah, I think that's that's fantastic. Now let's get into like what you actually do, though, because you've dialed in your brand. This goes this is applicable to any business, you guys, whether you're a dentist, attorney, chiropractor, I don't really care.00:13:26:21 - 00:13:52:03UnknownYou could do the exact same thing in this case. Nate's raising syndication. It looks like he's creating investment deals and whatnot. So tell me about your creative financing Beyond being a good man of faith, why am I going to invest with you? I like it. But how do you make me money? Greg Great question. So you can either get inside of a DeLorean and go back in time and try to snag 3% interest rates or or you can find them.00:13:52:03 - 00:14:16:03UnknownLike, I was shocked to learn this, but of the market rate now, over 20% of people own their home free and clear. And then people that took mortgages that were sub 3% there's another 8% that have mortgages, sub 3% from 3% to 4%. There's another 16%. We're talking about half of the properties in America are either free and clear or they have a sub 4% mortgage on them.00:14:16:05 - 00:14:39:04UnknownAnd so what we do to create value for investors is we find those sellers and we say, Hey, Mr. or Mrs. Seller, rather than, you know, you just cashing out right now and potentially taking a big tax hit. How about we save you a little on taxes and we stretch out the payments a little bit longer? You keep your bank mortgage payment in place and we'll come in alongside of you and we'll take over all the headaches of the property and we'll let you exit.00:14:39:06 - 00:14:57:03UnknownBut you won't have a big tax event. And then myself and my investors will be able to not get hit in the face with an 8% mortgage rate and then just seller financing. Folks, this is what you need to like. Let's break this down a little bit so make sure everyone understood. Unpack that a little bit, because that's the problem right now.00:14:57:03 - 00:15:14:22UnknownYou're going to have all kinds of people. There's a lot of people that want to sell, but where are they going to go is one aspect of it. But then there's a lot of people that aren't going to be able to sell because like in our market, I'm in Carlsbad, An 8% rate on a $2 million house is a lot of money, dude.00:15:14:24 - 00:15:31:14UnknownYou know, So walk me back through that. Let's dumb it down even a little bit further. So I find this if you find a seller that basically has a boatload of equity and you approached you guys cash flow, the property, you handle all property maintenance and management of it, Tell me how you strike the numbers and how does the seller cash flow again?00:15:31:16 - 00:15:50:10UnknownYes. So I'll give you a real life example. We just closed a unit building and it's got a 5% rate on it fixed for forever. Basically, I'm going to back up a little bit to to land the plan on how we got it. Okay. So this is something that most real estate investors, they just don't share. It's just not common, common knowledge.00:15:50:10 - 00:16:06:17UnknownIt's something that I probably invested over $250,000 worth of training and education to get. And so this is the one thing that phone call with the seller, and it's got to be with the seller direct. If there is an agent in the middle agents, I love you guys. I used to be one for a long time, but yeah, forget about it.00:16:06:19 - 00:16:22:11UnknownYeah. Unless you can really get the agent on your side, it's just harder because most agents, they're not going to think the way that maybe your listeners might think. So you got to get on the phone with the seller. I have done it with an agent, but it's usually a three way phone call. He put me in, put put us on a three way, Let's do this together.00:16:22:13 - 00:16:37:14UnknownAnd on that call, this is everything you have to space that call out. Most of the sellers, they're just thinking, Hey, what's the number am I going to get? How are you going to get me there in in? That's a mistake to fall into that trap right in the beginning. And so what we have to understand is the situation.00:16:37:16 - 00:16:56:18UnknownAnd so we went through we broke the call into five distinct phases. The first phase is rapport. Pretty obvious. Everybody that listens to your show, Mike knows how to do that, build some real human rapport. The second phase is understanding the situation. The situation is everything. I'm going to get out of them, how much they owe on their mortgage, what is the payment?00:16:56:18 - 00:17:17:21UnknownWhat is the interest rate? Is that fixed? How many years into their more, I'm going to get that stuff out of them by simply asking one question. It's actually three. But it goes like this. Most people would say, Hey, how much do you own your mortgage? And that's a mistake. Instead, what you say is you say, Hey, if we do this deal together, I want to make sure that all the lines get taken care of, taxes, mortgage, etc..00:17:17:23 - 00:17:40:00UnknownWith that being said, how much is left in taxes? Okay, great. How about the mortgage? How much is left there? Great. Hey, can you tell me a little about that payments and then dissect what the payment is, taxes, interest, etc. By having that information in the beginning and then really understanding what their motivation is when we come around the corner to that, we got the third phase of the call, the fourth phase and the fifth phase.00:17:40:00 - 00:17:58:18UnknownWhen we come to the fifth phase, which is actually presenting the offer, we know what offer we can make. So the reason we got this 49 unit building at 5% interest is because, number one, we found out that if the seller sold today for cash, they would have a sizable gain and they get smacked upside the head with a big tax tax liability.00:17:58:20 - 00:18:14:20UnknownThey didn't really want that. The second thing is that they didn't have anywhere else to go park the capital. My favorite question is when someone says, Hey, I just want to get cashed out, I say, okay, great. What are you going to do with all the money? Oh, this is what Gabriel the seller said. He said, I'm going to put in the stock market.00:18:14:22 - 00:18:32:12UnknownAnd I said, You put this lot now. And then he kind of backpedaled. And I'm like, I'm like, Hey, Gabriel. Like, do you believe in this asset? Do you think it's a good. Yeah, I love it. I just don't want to deal with tenants anymore. I get it. Okay, cool. How about this? What if you leave the money in the property, I'll start making monthly payments to you.00:18:32:13 - 00:18:49:17UnknownI'll get you some down payment now, so you know that I'm serious, but I'll start making monthly payments to you. I'll handle everything. Taxes, insurance, toilets, tenants, the whole works. You get to collect a nice check every single month. You get to avoid getting slapped by the taxman big time upfront. And we have a good five year relationship together and five years.00:18:49:17 - 00:19:12:04UnknownI go to the bank and I refi you out. He's like, Could you can you tell that to my attorney? I said, Yeah, no problem. Told to his attorney. Attorney sent over paperwork. We did the deal. I like it. That's a lot to unpack. I like it. Give me the ideal scenario of the seller. Give me some like case you like, use cases like a give me a couple.00:19:12:04 - 00:19:31:17UnknownLike just so they could they can relate to that. So like the ideal seller and these are more larger you deal in multifamily are you doing any individual units or is it mainly multifamily and is there a place for it for smaller properties? Oh yeah, yeah. So the last two years I've only really focused on multi, but we have a lady in my office named Kate.00:19:31:17 - 00:19:53:16UnknownShe buys all the single families for us and so we're, we're processing at least two or three every single month with single family typical, like there's a distress of some kind. It's either that they're a little bit tied up financially, a big one that was happening to us. Since Corbett is people have to either move or go back to an office that they they were working virtually for a while.00:19:53:16 - 00:20:13:21UnknownNow they've got to go back in. So we're getting sales because of that. On the multifamily spectrum, it's usually because people are worried about what's going to happen in the economy and they want to get a little bit more liquid. And so we're talking to a lot of landlords on that. And then the second biggest one and this is new is people that took out what's called a bridge loan in the last three years.00:20:13:23 - 00:20:36:21UnknownSo for for anyone that doesn't know what bridge means, it means that they took out some kind of short term financing, usually to do some kind of renovation. And it was very popular in multifamily during the COVID years because they were giving away dirt cheap interest rates and they were saying, Hey, get into this. And because multifamily got so competitive, they were taking these short term adjustable rate bridge loans.00:20:36:23 - 00:21:01:03UnknownAnd a lot of those are come and do right now. Like in fact, we've got under contract as we speak, a $12 million, 161 unit property. The only reason we have it is because the guy's loan expires in December. So, yes, he's he's putting his message. You know, this is marketing lead generation. He's finding he knows exactly who is ideal candidate is for this and he's just targeting them.00:21:01:05 - 00:21:16:15UnknownRight. And when you rent the property out, you're just taking over the management of it and then you're renting it out at a 5% rate. How do you know what you have to look at the rent and what do you offer to pay them a little bit more than he's getting on a 12 month and then juice it up?00:21:16:15 - 00:21:39:08UnknownHow do you make money on that? Great, great question, Mike. So first my instance is I try to pay them what their costs are. So like if they're just ready to exit and they just want to move on, my my reply is, Hey, would it make sense for you if I just took over everything from here? I give you a little bit of moving money so you can pack up and go, and then I just take over everything from your taxes, insurance, the repairs that are needed.00:21:39:10 - 00:21:57:11UnknownAnd a lot of times that's, that's enough. Sometimes, however, especially when getting to multifamily, you've got a different seller on the other end of that family service and say, well, hey, I want to get paid for my equity. And then I say, okay, cool. What does that look like for you? How much equity is that? I let them tell me their number and then if they're number, I'll put it into a spreadsheet.00:21:57:11 - 00:22:14:14UnknownIf I can still make a return on investment from that, then I say, Okay, if it's too big for me to like plop down as cash, then I'll say, How about this? We're going to pay the bank on their normal payment schedule. And then with your equity, I'm going to start chunking away at that every month. I'm going to pay this much.00:22:14:16 - 00:22:28:12UnknownAnd you can see here on my spreadsheet, I'm looking at it with you. Open book. I still got a little bit, little bit of room for me and for my investors, and I'm going to pay you this every single month for the next five years. And at the end of five, I'll go to another bank and I'll refinance this thing in rate.00:22:28:14 - 00:22:44:08UnknownRight now, it's actually much easier to have that combo because all I have to do is point at the banks and just say, Hey, if I got to go to the bank, I got to pay seven or 8%. That means I'm giving more to them and I have to give less to you. I'd rather give you a very good point.00:22:44:10 - 00:23:00:19UnknownCreative. So folks, sharpen your damn skills. These are the conversations you're going to have and the one that can put together. That's how you really define your USP as an agent. All right, Let's let's get into like, how you're finding these deals, too. Okay, So you guys get an idea. He's dialed in. I'm taking us through a three pronged approach here.00:23:00:22 - 00:23:15:12UnknownOne is you got to dial in your brand. You got to be on the brand message with whom you relate with first, right? Absolutely. You have to do that first to know what the hell you're selling. Now. It's got a very creative niche. The riches are always in the niches and shifts like this. Would you agree with that 100%?00:23:15:14 - 00:23:30:21UnknownLike you have to niche down guys. You got to stop being a generalist. Please don't be a general. You're going to get crushed. You need to niche down and you need to be an expert at something. But then three is you got to be a dab marketer because without deals like none of the stuff matters, right? So what are you doing on social media?00:23:30:21 - 00:23:48:17UnknownBecause it seems like you have like a new maybe a twist on how you're finding these properties and are you getting all of your deals from social media? I'd say three quarters come from social media and then the other a quarter are a breakup of either referrals, some agents that feed us properties now and then just a mix.00:23:48:17 - 00:24:10:08UnknownBut three quarters. No, no direct mail. No, no. In fact, PPC search, anything. I've done them all. I've been in the game for a while. I used to run TV ads back in the day and I dropped a direct mail around probably two years ago. I dropped 48 grand and I struck out for the first time ever. Usually it doesn't happen that way.00:24:10:08 - 00:24:29:11UnknownUsually I'm pretty good at making something, but I struck out and then I'm like, I can't do this. Yeah, and money it is. And so I leaned heavily into social media because I can track instance. Like if I spend $100 on a Facebook ad, I know how many leads I got same day and with direct mail was a little bit bigger for me.00:24:29:11 - 00:24:42:22UnknownAnd I know there's other guys that are really good at that game, but I just I wasn't my game so I stick to social where I can track it all instantaneously. Another good point is like, find out what the hell works for you. It's different for everyone. There isn't a right answer. Whatever works for you is always the right one.00:24:42:24 - 00:25:03:13UnknownArt How I'm social like you're running ads. What's one of the platforms we're talking about? Facebook, i.e. Facebook, Instagram and YouTube. And I start with organic. So you mentioned Facebook groups earlier. Like I own a group for pretty much every category that I that I want to master, so to speak. So like I have one for investors for passive investments.00:25:03:15 - 00:25:21:19UnknownI've got one in each of the three cities that I buy properties in. It's just a real estate group that's titled the City Name plus off market deals. If you ever see those out there, they're probably either mine or someone that I showed how to do that. What city are you in? So Milwaukee, Wisconsin. Yeah, Lexington, Kentucky. And Louisville, Kentucky.00:25:21:21 - 00:25:41:11UnknownYou must have someone here that has that in San Diego off market deals. But you they're like one of your students or something. It's very possible. A couple couple hundred people how to do it now. Okay. Keep going. So you get in the groups, folks, community, you have to build the damn database. The database is either the USA y, which is what you're always marketing and nurturing and staying in front of.00:25:41:13 - 00:25:55:14UnknownBut then you build a lead database because the conversations in these groups are where the money's are. But a lot of people don't like starting them, right? They're like, Oh, how am I going to get all these people in there and how am I going to get the group going? And like, it seems like it's a lot of work to get it going.00:25:55:16 - 00:26:13:01UnknownHow do you overcome that? Yeah, you think of it like a backyard barbecue. Like if you were the new kid on the block, you just moved in and you wanted to meet all the neighbors. You could either go door to door and say, Hey, I'm having a backyard barbecue, or you could put big signs up in your front yard and tell everybody you got free food on Saturday in either wood work.00:26:13:01 - 00:26:32:03UnknownSo the difference between those two is kind of like paid leads versus organic leads came a paid lead is kind of like putting the sign in your front yard and blasting it out there really fast. If you pay Facebook about 10 to $12 per person, you'll fill the backyard barbecue really fast like your Facebook group will fill up really fast.00:26:32:07 - 00:26:54:21UnknownLike if you pay Facebook ten bucks per person, that the other way that you do it is that once you've got your group created smart and you go out and you do door knocking by door knocking, it's not physical. It's like literally on your computer, click of the mouse. You go to other people's groups, you go to other communities and you say, Hey, guys, if anyone's looking for this specific niche, my group's pretty cool.00:26:54:21 - 00:27:18:17UnknownFor that, join my group. Here's the group. And within a week or two, if you do that fairly consistently, I'm talking like an hour a day. Not obsessive, but you can fill a group with 100 people and then from there you serve those people. This is the part where everybody misses. You show up once a week, you do some written value add posts, or if you're if you prefer video, I prefer video.00:27:18:19 - 00:27:38:23UnknownThen I just press that goal. I button and I'll share what's on my heart. I'll share some real estate tidbits. And then at the end of it, I just say, Hey, if this is something that you're looking for more help with, just comment. Help down below and then we'll connect. And I keep it super simple like that, but you got to show up every single week If you just let a group build up and you don't do anything with it, they're not going to know you.00:27:39:00 - 00:28:00:14UnknownYeah, they're going to get you. And you're you're doing once a week in terms of content creation video 3 to 5 minutes, maybe a blog, right? You got it. Yep. And since I've got multiple groups, what I found a tool called Stream Yard. And I'm sure you've got other ones that lets you simultaneously stream into multiple. Yeah. So I'm only doing one weekly broadcasts.00:28:00:16 - 00:28:18:01UnknownThat's it. And it gets it everywhere. I want to touch. I mean do. That's how this show started. You know, it's one podcast every Saturday for eight years in a row. And then we got 1.7 million downloads or whatever at now. And it's because we are consistent and we add value. We haven't sold you guys anything on the show yet.00:28:18:01 - 00:28:36:17UnknownWhat are we, 26 minutes in? We'll send you a link after this. And you might want to join or buy my services or take notes. Who cares? But this is content marketing 1 to 1, guys. You got to add value to people first. Just it's a dating game, isn't it? Like the same way you date is the same way you attract business online or in social in these groups.00:28:36:19 - 00:28:58:01UnknownI love how you just said, though, that you're running traffic to build the group because that's like the shortcut, right? Yeah. Yep. Yep. And then in that group, that's where you get to test your message. I would do that, like before you start getting all crazy with ads, I would test your message and see how it's resonating in and if you go live, like, just know that the first time you're going to have your mom and your cousin on and that's it.00:28:58:03 - 00:29:23:10UnknownYeah. And that's okay. You just show up, you serve, and then people will catch replays. And as people replays, it starts to build My first podcast, I think I had like two lost two listeners, you know, when they're like, Hey, woo! Yeah, but dude, you got to start somewhere. Everybody does very, very well. Why did you sustain like you have a fantastic podcast, Why didn't you quit like everybody else does after the third one?00:29:23:12 - 00:29:40:00UnknownUm, you know, what I did was I think I did the whole public accountability thing, and I said, I'm going to create a show. And I missed one week like early on. And I remember someone wrote into me and they're like, pissed and they're like, like it was like early on, like probably year end or so. And I just kept going.00:29:40:01 - 00:30:00:03UnknownIt was going to be uphill battle. But I remember someone wrote a message or something and they said, like, Bro, you missed your show this week. I was looking forward to it. I'm like, Fuck, People are listening to me, man. Like, That's cool, right? So then I just felt obligated to go ahead and do it. Even in all you guys who've been following the show for a while, I've been very sporadic the last few months because I'm going through a brand shift myself.00:30:00:03 - 00:30:24:14UnknownYou know, I got a software that we're launching and I switched my video into a different business model. My friend working with real estate agents as much on the video side anymore, but I've been sporadic with it. You know, I'm breaking my own rules and it's just, you know, it's but you're absolutely right. You have to. I believe that as an agent, I was always creating content because I knew that if I wasn't, somebody else was.00:30:24:16 - 00:30:43:12UnknownAnd as long as my face was just sort of omnipresent amongst my aunts, uncles, friends, family, past clients on social, I've always attracted referrals. I just had to stay relevant and stay present and not just the whole referral marketing thing, but when you go into like lead generation with what you're doing, it's really the same thing. You have to nurture your guys's audience.00:30:43:14 - 00:30:57:02UnknownThis is where content creation comes in. I don't think it's optional anymore. You have to create content because you could run ads, but today do you agree this people, you run ads. Great. Who the fuck is this guy? You're on social media like, Oh, that was pretty interesting. Let me go check out his website if that website is bare.00:30:57:04 - 00:31:12:06UnknownDo you or do you not lose all? Chances are a lot of them, of converting them down the road. But if that website has a ton of organic content, a ton of engagement, you've a ton of value. Hey, take this free report. Hey, take this. Wow. All this video is like, you're like, Shit, I'm going to false. God, this guy might be on to something and that's that.00:31:12:12 - 00:31:32:04UnknownWhy we create multipurpose and distribute. Guys, you have to start somewhere. But even after you have people probably look on your on your show and you probably have a lot of content on YouTube maybe of deals you've done, right. Does that or does that not help convert the seller when they're thinking about giving you their keys? It does.00:31:32:04 - 00:31:53:01UnknownI got $1,000,000 property on the water. And keep in mind, like I usually lean toward seller financing because I went through bankruptcy in the past. I can get loans, but it's just more challenging. And so I told some I told a realtor in Florida that I really wanted a waterfront property on the marina, described everything to T, and I said, Seller finance.00:31:53:01 - 00:32:12:02UnknownAnd then he he laughed at me. He's like, That'll never happen. And I started doing the social marketing like, I like like we're talking about here. And I got a seller that that responded favorably. I went and met with them, but when I got there, the guy said, So we checked out your wife's video on and what you guys said on your podcast, and I'm like, Oh, which one?00:32:12:04 - 00:32:34:20UnknownAnd they described it to a tee. We left that meeting with a signed contract seller financed waterfront property like. So even when we think that people aren't listening, they are crazy. Dead. Out of curiosity, was did was he a Christian by any chance? It was, yeah. There's the brand conversion, there's the assist coming in from the man upstairs.00:32:34:22 - 00:32:56:03UnknownAlley oop. It doesn't happen on accident, guys, you know, but that assist helps like we're doing a lot of these videos now for attorneys and it's crazy because people are so scared of attorneys like you're an attorney like no one wants to talk to a fucking attorney. Let's be honest, right? No one wants Doctor. However, when you humanize them, their conversion goes through the roof.00:32:56:05 - 00:33:12:05UnknownIt's just a simple video because you're when you hear the word attorney, you're like, Oh, man, I'm going to get in trouble. But when you have a nice guy with his dog right there, he's going to go on. All sudden, they're not scared of the attorney anymore. And people he's approachable. So this is where your brand so books will get unpacked.00:33:12:06 - 00:33:30:08UnknownJust what we have on the show, one dial in your brand. Because if you don't have your message, no one converts with you anyways. Pick who you are, what you stand for, and stick by and scream from damn rooftops to define your niche. Right? In this case, you're finding properties and you're raising funds to take down properties. And so they're financing.00:33:30:10 - 00:33:47:05UnknownWhat are you doing as an agent? What's your niche? Are you going to go after b? K you're going to go into short sales and foreclosures. Are you going to go people who are relocating, they can't sell, What are you going to do? But three, marketing this strategy that you just outlined to me I think is applicable to anything, isn't it?00:33:47:07 - 00:34:10:00UnknownYeah. Yeah, it is. If I could add one more to this too, Mike. A lot of people, they tell me that the reason that they don't start with their content is because they feel like they need to know more or practice more or be better. And I want to point out two things. Number one, Abraham Lincoln arguably one of the most successful presidents of of of our of our country.00:34:10:02 - 00:34:36:09UnknownAbraham Lincoln ran for office eight times and failed seven out of eight times. Before that. He was an entrepreneur and he had to file bankruptcy. You fail that both businesses and then the man becomes the most successful president of of his time. So that's one example. Babe Ruth. Babe Ruth, he's known as as what? The man who hit the most home runs yet that's he had 704 home runs yet people never talk about that.00:34:36:09 - 00:34:54:23UnknownHe struck out 1304 times. Yeah almost double. And so just know that in the beginning when you're starting this content stuff like we kind of we kind of suck in the beginning we do, but we just stick with it. It's like riding a bike. The first time I got a three year old boy, like he's riding the bike now with no training wheels.00:34:55:00 - 00:35:12:12UnknownHe didn't start there, though. He fell, he bumped, he bruised. And so we got to go through the same thing as adults. Sometimes it's scarier to be, like, publicly ridiculed, but we just got to go through that curve. Once you get through that curve, it's probably two or three months in, and then by six months, all of a sudden you're in momentum and then this business is just coming because of it.00:35:12:14 - 00:35:33:24UnknownYeah, I see it every day. Like we create so many videos. We're doing like about a hundred videos a month now. But yeah, everyone's the same. When they start. They're like, like scared, like just grown ass men buckling in the knees because of this little tiny device. Right. But everybody, you're right now 2 to 3 month after you get in there, it's no different.00:35:33:24 - 00:35:51:00UnknownPlus, like, here's what I believe, though. Regardless of how you feel about yourself or your insecurities about getting on video, I believe that if you believe you're the right person for the job, it becomes your obligation to scream it from the rooftops. And if you have a question about video, then you shouldn't fucking be on camera in the first place because you're not the right person.00:35:51:02 - 00:36:07:00UnknownYou should be that confident in your services guys. And if you're not, you're not the right person. So either go hit the books, go study, get some more experience until you feel confident. But as long as you know your trade and you know this as a Christian, it becomes your obligation to serve others and to help others with what it is that you do.00:36:07:00 - 00:36:28:14UnknownWhether you're a professional lemonade maker or you're a real estate agent. I don't care. Everyone has a purpose. Very good. You hear me? Closing throats. And I just. I just want closing throats. Yes, Closing throats. Thoughts? What, Mike? I just want to say thank you for leading the charge, number one, and just showing up every single week in the number two, providing the service that you do like.00:36:28:14 - 00:36:44:16UnknownIf it wasn't, I didn't get to work with you because I didn't know you when I first started marketing. But if it wasn't for someone like you grabbing people like me by the hand to help with that video, the help with the scripting and the help with like even background lighting, all that kind of stuff. Right now my mind isn't so good because I'm at my cabin.00:36:44:22 - 00:37:00:11UnknownBut you do that for people. You bring them to the spotlight and help them. So thank you for doing that, man. Appreciate you. Yes, sir. And what I tell them where they can learn more about your stuff. But you guys have clients. I have ten, 30 ones or whatnot, like turn them on to this guy, especially if they're Christian.00:37:00:11 - 00:37:20:16UnknownAnd then tell me about your blueprint. Yeah, so it's Nate podcast dot com, Nate podcast dot com. There's a train there. It'll walk you through everything that we do and it basically gives away a deeper look at how I'm getting these deals off market and how we're structuring seller financing. And then my favorite is to mitigate taxes for both us and the seller.00:37:20:18 - 00:37:39:13UnknownLove that. We had a show on cost segregation a couple weeks ago that's don't even know that's existed. It is crazy. Crazy. But folks, thank you for listening to the episode. The estate marketing dude. Folks, if you like what you heard here today, subscribe, leave us review files and social and whatnot. And most importantly, check out our software suite assist.00:37:39:15 - 00:37:54:18UnknownIt's a tool meant for brokerages and teams. So if you don't have it in your office, make sure you knock on your brokerage door and tell them to look it up and then make sure they buy it. Because we help you build that brand. We help you build that content and we give you a blueprint each and every month that you just have to copy, follow and customize yourself.00:37:54:18 - 00:38:05:23UnknownAnd that is direct mail, video, email and social media so that you can be consistent and take on that omnipresent approach with much of what we're talking about today. So appreciate you. Check us out and we'll see you guys next week. This.

The market is coming down, you can't deny it. Eventually we will all have to figure out how to sink or swim. How can you adapt to succeed in a down market? The money isn't gone, it just isn't where you think it is.ResourceCheck Out Jim's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What's up? Ladies and gentlemen, welcome to our episode of the Real Estate Marketing Dude podcast. I think we just had 8% interest rates. The market is slow. What are you going to do? Hey, if you're a real estate broker or you're a team leader, it is fucking recruiting season all day, every day. Because every single time the market shifts, agents are who are spoiled about how easy business was.00:01:40:23 - 00:02:01:20UnknownThey weren't really looking at their brokerage for support. But when things shift like that, the number one thing all agents industry I look in is who's going to help me navigate the mess that we're in, the slowness that I'm experiencing. And if you're in the business of recruiting, this is today's episode is going to be how to feast and famine, feast or famine in a changing market.00:02:01:20 - 00:02:17:00UnknownThis is going to be on how you feast because it's markets like these that are honestly the easiest time to recruit. It's very difficult to recruit when everyone is doing well because what's the purpose of recruit? Hey, I'm doing well. I don't need you right When you're getting your ass kicked, you're like, Should I need some help? I need a coach.00:02:17:00 - 00:02:36:16UnknownI need to switch brokerages. Maybe I'm with the wrong people. Maybe I'm with that. What my predictions are going to be, I've never I've been roasted for 20 years. I've never seen 8% interest rates before in my career. So this is new to me as well. But what I know is that people are hurting right now and people are looking at what am I going to do next?00:02:36:16 - 00:02:56:10UnknownAnd they're scared. 90% of the real estate agents out there have never seen a shift like this. So if you're a team leader or broker owner, the chances are you've been in the business longer than most of the people you're trying to recruit early. Usually that's how it used to work. Today you have people in the business for two years and all said in their coaches and their influencers and all this other stuff, but we need to go back to the basics.00:02:56:10 - 00:03:15:05UnknownThis is a very healthy thing with the right mindset. So without further ado, I want to go ahead and introduce our guest. We had him on about like the Kova days, if I'm not mistaken, a couple of years ago, years ago now, three years on, his name is Mr. Jim readily jumped. Hello. Hey, man. Thank you for having me back on the program.00:03:15:05 - 00:03:31:15UnknownAlways a pleasure, Mike. What are we going to get into today? Let's talk about recruiting because it's recruiting season, As you mentioned, I just saw a stat that was 90% of all the agents operating today have never been in a market with 5% interest or greater. And so when you look at that, you know, you've got a lot of agents who are exiting.00:03:31:15 - 00:04:00:02UnknownThe latest numbers show that about 80,000 agents have already exited this business. Now we've got a double whammy hitting the market. We've got a whammy of, you know, people just not ever experiencing a down market. They've been in an upcycle for the last ten years. But now we've got something else is setting the market. There's a lot of fear around which is buyer representation back BS now under attack by the Department of Justice in two major lawsuits and major players like Remax Keller and Re Max.00:04:00:02 - 00:04:30:07UnknownBut anywhere Keller claims is on the list. But Remax got major MLS. Those that are settling in the settlements are saying basically we're going to make sure that sellers now have an option not to pay back agents that don't know how to deal with that are going to exit the business as well. So now you got a double whammy in the market where you've got a tremendous amount of pressure build up and as you mentioned, it's a great time to recruit because agents need guidance, they need playbooks, they need a strategy because most agents have been market driven, not strategy driven.00:04:30:07 - 00:04:46:07UnknownAnd when the market turns, they're just upside down immediately. Yep, very well put. I didn't give people give you the proper introduction, so I want you to tell people why they should listen to you. So today, how long have you been in the business? Really quick. Now let's get into this because yeah, guys, he knows what he's doing.00:04:46:07 - 00:05:03:17UnknownHe coaches brokerages and teams and all over the country. So really pay attention to what's going on here, because even if you're an agent listening to this, you need to find a broker that's doing the things we're going to tell you about, period. Right. So, Jim, go ahead and give me your accolades. So I'm going to give you a really brief rundown.00:05:03:17 - 00:05:29:06Unknown33 years in the business. I started it in the back in the late eighties, early nineties, when interest rate my first house about ten and a half percent interest. I thought I was so lucky to get it. So been through those upward cycles and interest rates. But at first year in the second year, the business took 150 listings, got a lot of accolades and 21 Centurion Awards of my first company at 23 agreed that to 17 offices sold that No.00:05:29:06 - 00:05:50:07UnknownSix right before the crash, spoke for NPR for ten years, grew another company in southern Oregon from 38 agents to 250 agents. Now that company is in the top 500 companies in America by volume. In a small, powerful population base of 80,000, our average agent productivity is about $7 million per agent. So doing something right, that's my version.00:05:50:13 - 00:06:08:05UnknownLet's let's get into this because you just mentioned something I wasn't planning on talking about. But yes, this is like the perfect storm. You have super high interest rates that nobody's used to. You have unaffordability, you have high inflation rates. You know, people are worried about their finances. 80% of people today don't believe buying a house is a good investment.00:06:08:07 - 00:06:24:00UnknownAnd then you have the other side of it with this NAR thing going on. And what's really you guys commission compression is real, like the days of you when this shit hits the fan and when it's all settled, you're not going to get a five or 6% listing agreement in my opinion, anymore. I think everybody is going to get cut.00:06:24:00 - 00:06:49:15UnknownSo not only are you're going to be making less money than you're ever used to now, that's not necessarily a bad thing. Okay, So this is the stage. This is the business that we're in today, guys. So you have two options Adapt and change or die. Yep, one of them. So let's talk about adapting and changing and let's first get into brokerages because whether you're an agent listening to this or not, I know Jim's going to speak through like if you're a broker owner, here's what you should be doing.00:06:49:15 - 00:07:06:11UnknownBut if you're an agent, you need to be following people that are doing the stuff we're telling you. Okay. So, Jim, what do you do right now? Like, what do you we're saying it's it is recruiting season because people want to be part of something where they know the direction. And when everybody is walking, it's sort of like if you go to a haunted house, it's Halloween going haunted house and it's pitch dark in there.00:07:06:11 - 00:07:20:10UnknownYou're sort of like, what the hell's going to pop up here? And you're sort of tiptoeing all the way through. You just want to turn the damn lights on and walk through and exit the door. Right? Right. So what do we do in these shifts, Jim? What's the first thing that you're going to do as an agent today?00:07:20:12 - 00:07:36:23UnknownThe top three things you can do and we're training our agents to do this right now is just to be on the cutting edge. You gotta look at this as an opportunity for growth. And you got to look at this is not a challenge, but an opportunity. So here's the opportunity for growth. Number one, you need to act as if this change has already occurred.00:07:36:23 - 00:07:53:21UnknownAct as if we're five years out from these lawsuits being settled because they are going to be settled. They're being sold right now. These are the major lawsuit goes this goes to court October 16th, one of them is going to settle. And the outcome of that is going to be, ah, the way we collect fees from buyers is probably going to be we're going to collect it directly from a buyer.00:07:53:23 - 00:08:12:01UnknownSo let's assume that's already changed, right? I taught that too. I taught the accredited by representation class for ten years. So he used to teach us for years. But here's what I'm going to change. I'm going to start treating buyers the same with the same respect. I treat sellers, meaning I do a buyer presentation every single time when I'm with a buyer and I say, Hey guys, can I just take a few minutes and show you how I work?00:08:12:03 - 00:08:27:10UnknownCan I just kind of walk you through the process of how I work with all my buyers and now I'm going to open up maybe a digital presentation of here's the process, here's the five things we need to talk about as you're working with the buyer. And during that buyer presentation, just like with the seller, I'm building value in my services.00:08:27:12 - 00:08:42:20UnknownNow, let me tell you the key part of your your, your, your proposition, your value proposition. It's not finding them in the home. C most buyers today we hear it all over the internet. I can unlock a door and I can search for homes myself. I don't need a realtor to do that. So we got to take that off the equation as fast as possible.00:08:43:01 - 00:08:57:20UnknownAnd what we say is, you know, finding the house is really the easy part. And then we say the hard part is what comes next. And now I'm going to build my value from here on out. Now, how am I going to build that value? I'm going to say, so what I do is when we find that house, here's here's here's the steps I go through.00:08:57:20 - 00:09:14:02UnknownWe're going to do some deep research on the house. I'm going to check the assessment data, I'm going to check the planning data, and I check the zoning data. I'm going to check the overlays. We're gonna look at what the seller paid for the house the last time, the refinance, the property, all the trends that are happening. That neighbor over the last five years, we'll do an in-depth buyer, CMA, on that property.00:09:14:02 - 00:09:36:20UnknownWe'll see if there's any red flags on the permitting. Have they not pulled the permits for the last construction? They've done that deep in the house. You're going to know more about that house and the on has about that house by the time I'm done. And then once we know about that house, my real skills are going to show because I'm now going to talk about negotiation, that negotiation aspect of your skill set is the number one value point that buyers look at from you.00:09:36:22 - 00:09:55:24UnknownThey want the best negotiator in the market. It's just like a surgeon and the best surgeon. They want the best negotiator. Then he got approval with testimonials and back it up and show them proof of life, how you've helped other people negotiate great deals. Now you're going to set the stage for you are worth whatever you're asking. I'm not worth 1%, 2%, 3%, whatever your number is going to be.00:09:56:01 - 00:10:13:22UnknownAnd you're going to have to set that number. It's not going to be like I'm just accepting what the seller is offering. It's going to be I'm going to be charging a buyer. What's that number going to be? Right? So step one buyer presentation set, you know, you're in a value proposition. Step two is really understanding the buyer representation agreement in your market area.00:10:13:23 - 00:10:29:03UnknownWhatever state you're in, there's a buyer representation agreement that's already been created. You need to get it out, you need to read it, review it and understand and be able to present it just like you can listing appointment at listing point of the listing documents. Right? And number three, you got to start roleplaying this with somebody in your office you trust.00:10:29:03 - 00:10:46:09UnknownYou've got to actually practice, practice, practice. I call it the three step method of practice. You had to memorize a presentation cold, you got to internalize it so I can turn any page of my presentation or have any objection thrown at me and I can respond instantaneously. And last I got to personalize in real time to the client I'm dealing with.00:10:46:15 - 00:11:01:00UnknownSo those are three things we're talking about. Like it. So I'm going to dig deep a little bit further. It's crazy that a lot of people don't do buyer like I started doing buyer console. That's how I learned all the business. I was only 21 years old and no one took me seriously. I was an alcoholic pretty much at that time.00:11:01:00 - 00:11:16:05UnknownLike just at the bars every day and then had to go meet with someone that was ten years older than me, literally, and tell them. On why they should buy a house. So I knew instantly I had the world against me in all odds against me. Because why are you listen, this punk kid who just got out of college talking about your wisest investment ever?00:11:16:11 - 00:11:29:00UnknownWell, I got really good at presenting, and I got to build my worth in there. And I would tell people straight up, Look, I don't really care what you buy. I don't care where you buy. I care what you buy. And the only reason you're going to hire me is because I'm going to get you a better deal.00:11:29:00 - 00:11:48:13UnknownThat's the reason I have a job, right? You know, it was just it was just straight up. But there's going to be a lot of other things. Like you guys have to look at your business today as a no differently than a restaurant does. What's the experience that you actually provide? Are you going to give them hair in their food or are you going to actually walk away and they're going to be talking to everyone else about why they should come visit your restaurant?00:11:48:15 - 00:12:03:01UnknownAnd this means you're going to have to stack your offer. The days of opening your doors and closing them like there's going to be part of the job that's going to be like 4% of it. Yeah, this is facilitation is also another way to build your value. Like you have to sell your service and be like, like I'm a bulldog.00:12:03:03 - 00:12:19:06UnknownI'm going to get you the best deal. And the only reason people hire me is because I'm good at finding deals. Some some you guys are going to develop off market deal finding abilities that's gonna be very high in demand. Some of you guys need to facilitate the entire deal. That means you have to do a hands off, buy a house with me.00:12:19:11 - 00:12:38:07UnknownI'm going to give you your movers. I'm going to give you the the whole process. I'm going to turn on your utilities for you. I'm going I mean, it's literally got to. You are no longer a real estate agent. You're fucking Home Depot, right? I love it. Well, and I like this idea that you got to create your own unit.00:12:38:07 - 00:13:00:22UnknownYou are. You're talking about your unique selling proposition. What is it different about you than the 5000 other realtors in your marketplace? And a couple of things that we've been talking to agents about is like you're saying buyer concierge services. And here's a classic example that most agents take a buyer, they meet with them, they find out their criteria, they plug it, and then their criteria list on their website, and then it just spits this stuff out at their buyer.00:13:00:24 - 00:13:16:08UnknownAnd the buyer every morning gets an email. Here's the five properties that match our criteria. Pretty soon, within about three or four days, it becomes noise and they're like, Delete, delete. Billy till they do what a great agent will do is say, I'm going to say to that list, but I'm in a curated. So every day you're going to get it, I'm going to get it and then I'm going to go back.00:13:16:08 - 00:13:31:06UnknownI'm going to give you the notes because I've already seen a lot of these houses. I'll tell you which ones, the Best Buy, which one we got to go see right now, today. So you can now going to get those notes. Now the notes become valuable. Now they come a lot because you're curating. That's a classic example of adding value to a system that's already out there.00:13:31:08 - 00:13:45:07UnknownYeah. And this includes having coffee ready in the car when you pick them up. Like that was a that was a must for me. I would bribe people with gifts, dinners, lunches, whatever, because as soon as I bought them something, I knew they're loyal to me and I used to pick them up, literally. I go, You're not driving.00:13:45:09 - 00:14:07:05UnknownI can't stand when agents like it. Follow me. No, the help get them in the car with you. That's when you're actually building your rapport with them and generating referrals off of the relationships they have access to. So, like, all of these things are such little big, big, big keys. Now, I don't personally, though, I don't see a buyer like, look where I'm at in California.00:14:07:05 - 00:14:22:24UnknownI don't see a buyer paying 3% of a purchase price to an agent at $1,000,000 like. So you're going to charge me 30 grand cause you can't finance that. I do think there will be a lender that comes out with financing rolling commissions and that's what content lenders like. Where are you guys at? Like, why isn't it hot out already?00:14:23:01 - 00:14:37:13UnknownYeah, but I believe that's what's going to be if, if you're listening, you're in the lending world, that's what I would be focused on. How do I create a product to finance buyers agent commissions? And then I'd go after every single buyer's agent in the world, and now you'll have all the business you need without spending a fucking dollar on a great.00:14:37:13 - 00:15:01:05UnknownYeah, that's got to be a product that's going to be rolled out for sure. That that will be the challenge and that's going to see commission compression. I bet you will see a lot of agents go to a flat fee and they'll say, I just charge five grand, I charge ten grand, whatever the number happens to be. That's going to be a conversation with every brokerage and every age in America is, first of all, as a broker, do we have a set standard like we're going to have a minimum standard in our office, just like we have a minimum standard, probably with seller listing fees?00:15:01:07 - 00:15:19:21UnknownAnd what's that standard going to be? Right. So we're all going to have to make these kind of really tough decisions here in the next probably six months to a year of how we're going to run our business and how we're going to what we're going to charge for buyer representation. I would focus on building options. Here's option one where you have like, you know, I'm barely working on your deal.00:15:20:02 - 00:15:38:07UnknownHere's option two that you got me mentally involved and here's option three Why? Well, if I can sleep until I get you what you want, right? And then you're going to have those different things. Now let's go to the brokerage. And because we're laying out what you should be building the environment for. Right? So like, if we're telling agents what what to have.00:15:38:07 - 00:16:05:11UnknownWell, here. Here you go, Mr. Broker. We know commission compressions real like we have a software we just released. It's called Suite Assist, and it's all about teams and brokerages. But a major portion of that are ancillary services and profit maximizers because we know this is coming. So we have relationships with vendors like solar, for example, handymen movers, where agents can make multiple streams of income around the transaction, because we already know that you're not going to getting the two and a half percent.00:16:05:13 - 00:16:24:11UnknownYeah, no, as a team or broker leader, what I'm doing is I'm filling up all of my affiliate and local vendors and service providers so that I could help my agents create a better experience so that they could earn that commission. They're going to charge the individual agent is very rarely going to put all this stuff together, the team leader or broker owner.00:16:24:11 - 00:16:43:14UnknownTheir responsibility is to do just that. You need to build the rest around. Your agents are going to cook in home. I love it. Love it. It's very similar what you're talking about with brokers already realized about ten years ago, some brokers, and that's why they added mortgage and insurance, some of them and title some of them because they saw commission compression at the brokers level.00:16:43:15 - 00:17:16:02UnknownNow we're going to see it more at the agent level and you're giving them a solution for that, which I think is absolutely brilliant. There's a couple and even in the lending world, this is the type of mindset you guys got to think, how can I monetize the things I'm already doing today? Yes, right. And like just in the just in the like the lending world, you can there's a million of these companies now and you could go out and get your MLO, your mortgage loan origination license and you could just refer the deal over to the lender and then you can make a rip off of that.00:17:16:04 - 00:17:31:05UnknownRight, right, right. So there is ways that you're going to have to look. And it's actually very healthy because whoever wants to rely on just one stream of income and I'm not talking about your going to get rich off the you're going to get you're going to have a couple dollars coming in from every which way you might sell a mover service.00:17:31:05 - 00:17:51:11UnknownRight. And but you might only make $100 off that move or service. But it's know it's on the books, but there's three or four other of those different transactions around the real estate transaction that you can absolutely monetize. And I think that's the going to be the future of of, of this business is you're no longer a real estate agent.00:17:51:11 - 00:18:06:11UnknownYou are like your Home Depot and you have to provide all kinds of services all around, not just the transaction of the House but the ongoing servicing of it. Yeah, hundred percent. And that and I think agents that do that are going to be more like the concierge anyway, which is what clients want. They want one stop shopping.00:18:06:13 - 00:18:30:08UnknownYep, for sure. So let's get into this here. I have a question I want get your opinion on this or I, I agree. I think buyers are going to like, do a flat fee type service, but I do think that in the way that I'm reading the lawsuit, you might know more about this tonight than me. You have a lot more insight in it.00:18:30:10 - 00:18:48:01UnknownTheir lawsuits aren't going to say that you can't offer a cooperating commission. No, They're going to say, like you, if you're offering a cooperating commission, you got to tell the seller straight up, hey, I'm going to charge you 4%, but I'm going to use like one and a half percent of that to pay out a buyer's agent to entice them to come get the house.00:18:48:03 - 00:19:17:00UnknownRight. Right. And in the event that buyer's agent doesn't sell the house, I not on my own, then I'll drop that percentage. But you're going to pay a buyer's agent to entice them. Is there any do you see any language that doesn't allow that? No. I think what would the the language of all the lawsuits that I've read and I've read them, I think all of them is that it's going to basically when you go to a seller, there's going to be a requirement that says, listen, Mr. or Mrs. Seller, you know, you can offer a buyer agent commission if you'd like to, but you're not required to if you do choose to offer one.00:19:17:05 - 00:19:33:21UnknownYou know, here's what's happening competitively in the market. But there's not going to be this situation where they're forced to offer one because of what's happened over the years, is that all these MLS is that are owned by realtor organizations, that that's been a requirement that you have to offer Vasya by raising commission. So you're going to see that go away.00:19:33:23 - 00:19:51:13UnknownI think that's inevitable. That's going to happen. The question mark really is will Sellers still offer a back when given the option not to? And that's a question mark. We just don't know yet. Yeah, it's going to be on how you pitch it. Yeah. Because what's going to happen is in the news media, they're going to pick up on this.00:19:51:18 - 00:20:09:17UnknownWhy would you ever pay somebody that to represent somebody that's working against your interest financially? And, you know, when people actually start to kind of think about that, a lot of sellers can be like, why would I do that? Why would I pay somebody to work against me? As makes sense? And that's that's the whole pitch. Yeah, it's interesting.00:20:09:22 - 00:20:26:15UnknownThere's so many different ways to spin it. Yeah, I could honestly see both. Like, I don't like the arguments, but I can understand where they're coming from. I don't doubt that it's going to cost lots of people that won't be able to get into a house because they won't be able to afford to pay an agent. So it's going to it's going to hurt the industry, in my opinion.00:20:26:17 - 00:20:53:17UnknownSo now let's look at opportunities, though, because let's be honest, like the the less agents are, the transactions are still going to happen with or without real estate agents. People move, right? So you're going to see a lot of agents probably leave the business. But, you know, and just think to yourself, like, how many times have you lost that one or two deals a year to like little cousin Billy who just got his license or ansu the blue haired realtor and invite her to do She is a billionaire, but she went got her real estate license because she just needs some to occupy her time with.00:20:53:19 - 00:21:17:18UnknownAnd every single year you lose a couple. Those are gonna be losing those deals. Yeah. As much anymore because there will be less transactions or I mean less agents and then it's just going to be. But I think that's what's coming, what's going to happen to Na Na is I'm in trouble right now because na with the settlements that are just they haven't been approved yet but with first of all Redfin bailed out everybody thinks Redfin bailed out because of the sexual harassment suits that are happening.00:21:17:20 - 00:21:35:13UnknownThat's part of it for sure. But if you look deeper into what's happening with Redfin and the reason why Redfin just bailed out Redfin resigned from the board of directors of an are because I refuse to give up on this back issue. And they said, no, we are not going to bend on this issue. And they said, if you don't get on this issue, we're bailing.00:21:35:18 - 00:21:53:01UnknownThey left the board and now they've left. You know, they're giving their agents. They haven't completely left, but they've given their agents the option of not having to be a member of M&A. Ah, but what a lot of people don't realize is in these two settlements now with anywhere they call a banker, think Sotheby's, you know, think these big major companies that are owned by anywhere.00:21:53:06 - 00:22:11:08UnknownAnd now Remax, both their settlement agreements also state that they're not going to require their agents to be in our members. So all the agents at these companies are not going to be required to be an NPR member. You know, are they going to stay or maintain their membership? Our brokerage is going to maintain their membership. The key component will be in their local MLS.00:22:11:08 - 00:22:29:02UnknownIs is it owned by NPR and are they required to be a member? In that case? So lots of fallout here happening. I definitely see many are under more pressure than I've ever seen in 30 years in the business myself. I've never seen it like this. The conspiracy theorist in me tells me this is a set up to get it out of the way so they could go to real.00:22:29:02 - 00:22:44:22UnknownWhat is step two in this whole entire situation? Because who's going to? There's no one left to lobby for the industry after Na's gone. I agree. I don't think many agents are going to be stay on as members because every agent always complains. I see on socials like, Hey, what is not even do anyways? What's the point of this?00:22:44:22 - 00:23:01:00UnknownRight? And that's not his fault for not creating a value, but that's sole purpose of we're talking about. If NA can't particularly value for their own agents, you have to create value for your own clients the same way. Otherwise there's no reason to work with you or be parties. So NA, pay attention. Listen to your own advice writer.00:23:01:02 - 00:23:22:18UnknownAll right, so let's look at this brokerage and let's go into brokerages and what they're doing. The listing agent side is there, but I think it's got to be ancillary streams of income. And then you got to look at different ways to make money. I do firmly believe every single real estate team or brokerage will end up being.00:23:22:18 - 00:23:38:08UnknownI think there's going to be a conglomerate of smaller entities as opposed to super large ones, or there's not going to be like a middle of the ground in. A lot of the smaller ones are going to be rehabs or investors themselves. That's going to be one of their profit centers. And they're they're just going to happen to own a real estate brokerage.00:23:38:10 - 00:23:58:22UnknownBut it's going to be something like that. And there's so many different ways to diversify your ends. What do you see out there and what do you what's your advice for brokers and teams and for the for brokers, their lifeblood and for teams? Frankly, too, if you got to be a great recruiter, right? That's what my brokerage coaching company, we're all about recruiting and retaining great agents.00:23:58:24 - 00:24:13:17UnknownBut if you're not a great recruiter, you're going to you're going to have a real hard time in this market because what recruiting does for you is it brings profitability back into the company. You've got ten agents that have left your last year. If you ever replace those ten agents, you just might have lost $100,000 worth of business net profit for your company.00:24:13:17 - 00:24:31:18UnknownSo you got a challenge. You got to replace those agents with great agents, and it's a shrinking pool. So that means you got to become an expert in recruiting. Absolutely, positively. One thing that I think is going to attract agents, you got to say what's going to attract an agent to my firm? The big thing over the last 20 years is, man, it's always commission splits, commission splits, commission splits.00:24:31:20 - 00:24:51:02UnknownAnd, you know, you definitely got to be competitive, no question. But what's more important than a commission split? And I this is what I got to drive home to everybody. What's more important than a commission split is helping agents close more transactions because 100% of nothing is nothing I can be closing two transactions. You're going to end percent and not make as much money as somebody closing 20 transactions or 15.00:24:51:07 - 00:25:18:19UnknownSo as a brokerage owner, team leader, I got to be able to demonstrate to agents, I'm going to help you close more transactions, bring more money home to your family. I'm going to show you how I'm going to do it, either with playbooks, with strategies, with technology. One of the my favorite things of the agent that brokerages should be doing is actually and team leaders actually starting to think of themselves as a lead source for their for their agent body and saying, I'm going to go create the leads as a brokerage owner or team leader.00:25:18:19 - 00:25:36:24UnknownI'm going to hand them out. Even if there's a fee attached, these agents, the agents will pay the fee all day long and they'll be excited to work for you. And they will never go anywhere if you're able to generate leads. So I think the new paradigm for a lot of these brokerages that are going to be successful and team leaders are I've got to be the marketing company, the branded company.00:25:36:24 - 00:26:00:21UnknownI got to go after these leads and deliver them. That's why. Yeah, I 100% agree you're going to. Yeah, the agents are your clients. Yeah. You're going to have to create trainings for them. You're going to have events for them. If they have socials, you got a sales meetings, but yes, you're going to have to create business or systems for them as well, because you can't, as most agents aren't business people like.00:26:00:21 - 00:26:20:00UnknownAnd this is no knock on anybody like you got in the real estate. That is a good idea and whatnot. But mostly all are entrepreneurs like that. That's just and this is an entrepreneurial space and that's not a bad thing or not. But if you're not that visionary or you're not that entrepreneur, then you join a team and you plug right in there and then you become part of that, right?00:26:20:02 - 00:26:41:12UnknownI hundred percent agree on the on the lead. You're going to have to do something to encourage increase of business, increase production. Yeah. What about what do you see happening with this is something I've noticed firsthand is like over the last few years we've seen a lot of the export of the world now Reals and others. LPT There's Exit Realty.00:26:41:12 - 00:27:02:05UnknownI used to be a broker owner of back in the day or the first commission multi level marketing company right but a lot of those I've seen like if people who left like our broker here in San Diego, like I said I'm coming back to because their downloads are down, like their downline still has to create production, right?00:27:02:05 - 00:27:21:16UnknownYou still have to have closings for it to work. What do you see in Across the Edge? And then as a broker owner, what do you think is the opportunity there? I think that the virtual hybrid model is is definitely a viable model. I think the idea that I'm going to recruit, shoot instead of sell real estate is a flawed model.00:27:21:22 - 00:27:50:13UnknownI thought you first, if you're going to be in real estate, have to sell real estate. And I think that big sell to all these agents out there has been detrimental to the industry and detrimental to them personally because of exactly what you're saying as their downline collapses and it will collapse with agents that have been doing one or two transactions are going to exit the business, then then you've got a problem because now their income stream has gone in half or to a third or to an eighth of what they were getting before and they forgot how to sell real estate because they've been so focused on recruiting.00:27:50:19 - 00:28:08:04UnknownThat's a problem. I think, you know, hybrid virtual is great model. You can cut costs and there's some advantages to that. But I think more importantly, you've got to train agents how to sell real estate and build and build a viable business. That way, if you can come in, it's coming back. Yeah, that's the basics. The fundamentals and the basics.00:28:08:08 - 00:28:28:12UnknownIf you if you just apply that same model and you said, what if we apply that model to attorneys, would that work? It wouldn't work in any other industry. It probably wouldn't work very well. Right. And it doesn't work long term for realtors either, I don't think. But my personal opinion, I agree. Yeah, it's interesting to do that in the attorney world.00:28:28:14 - 00:28:45:01UnknownSo the top three, if I'm a broker owner, what I'm hearing you say is you got to focus on agent problems. First one is production. You have a second one is is education and leadership. Right? What do you do in this type of market? Well, you've never been here before. These are all opportunities, right? Like you guys can be having training events.00:28:45:03 - 00:29:05:05UnknownAnd I love leading with education. I think that's the ultimate way to you have to recruit. I've always said that is when people show up to your education events, they're asking you to be recruited because they're looking for help and they might not know it yet, but they're there for a reason. Right? And if you're the one and you become that shining light on a dark day, well, you just made the job 99% easier.00:29:05:07 - 00:29:21:12UnknownRight. And I think what people will really buy into is culture, too. They want a culture of growth. They want a culture of excellence. They want a culture of leadership. When you have leaders that are walking around kind of with their head in the sand, they're not addressing the current problems. They're just saying, wait until, you know, I'm hearing this big thing now, you know, stay alive till 25.00:29:21:12 - 00:29:42:14UnknownThat's just an excuse. What do you need in 2025? You're going to go broke, right? That's terrible. People are saying that. Oh, I hear that all the time. Stay alive for 25. Terrible. It's almost like date the rate, marry the house type thing. I couldn't stand that one man thought about it. Saying that makes you go nuts. That was it for me and people I agree with you.00:29:42:14 - 00:30:00:19UnknownPeople want to be rescued and you got to be able to be the one that's running the ship that can rescue people and say, how can I rescue them? What's the hottest topics on my market? Educational events also being super present and like you've been coaching for years and years on social media with video content and educating people through video chat as well.00:30:00:21 - 00:30:20:01UnknownI'll tell you what doesn't work. I'm going to give you two things that doesn't work, in my opinion, is you got a lot of people that are hired ISS to cold call recruits. Terrible idea. You're never going to get great agents cold calling with ISIS from wherever part of the world. And the second thing is just relying on social media alone to recruit or putting ads on.00:30:20:01 - 00:30:36:04UnknownIndeed. But you got to look at yourself is as like an NFL, NHL, you know, NBA team owner. And that's the way I recruit is if I'm recruiting the best people, the LeBron James of the world, that means I got to get on the phone. I got to have a conversation. I've got to have a meeting, probably several meetings, and I'm pitching.00:30:36:04 - 00:30:57:03UnknownAnd that's where salespeople are the other day. And when you kind of turn your attention as a brokerage owner into I'm a salesperson selling my company, you're processes will change and you'll get better in recruiting. I like it. And you guys got to be loud. This leadership is probably the would you agree? Leadership right now is the number one thing you could be doing.00:30:57:03 - 00:31:17:20UnknownSo if you're that broker owner like you have to be creating videos, you have to be on social media. And even if your bottom line is hurting, fake it till you make it right now because it won't be long. You need to get out there and be loud because I think people are just looking for that leadership. Yeah, and it sounds a lot simpler than it sounds so simple, though, Jim.00:31:17:22 - 00:31:33:11UnknownIt is. I mean, it's just exactly what we tell our agents to do. You got a prospect every day. We got to recruit every day. You on the phone, five calls a day. You know, from my experience, five calls a day, one appointment, five appointments equals one recorded agent. So I'm just going to I got to get the path is in the math, right?00:31:33:14 - 00:31:48:13UnknownThe fortunes and the follow up what eight what brokerages do is the same thing agents do. We procrastinate. We don't do what we're supposed to be doing, and then we wonder why we're going broke. We got to figure it out. We got to say, Hey, I'm going to take and apply the same standard. I coach my agents to prospect.00:31:48:15 - 00:32:12:06UnknownWe generate follow up, you know, I agree. Jim, any closing thoughts here? You want to provide to agents or broker owners? I think broker owners, the one thing I'd say look at this is the probably the best period of recruiting in the last ten years. This is a wide open window for you to recruit the best agents in your market, bring them into your fold.00:32:12:08 - 00:32:33:13UnknownIt's an amazing opportunity. Look, specifically, if you really want to go for it, look at teams and a lot of these team members that are on a team are suffering. They're really suffering and they're great agents, but they're suffering and they're there at subpar commission splits. They're not getting leads. They used to great opportunity in teams also second, second opportunity, huge opportunity is brokerage acquisition.00:32:33:13 - 00:32:51:06UnknownAnd when I say acquisition, I thought you you're writing a check but that they're walking their agents over to you and you're giving them ten, 20% off the all the agents they bring over the next couple of years. It's a walk over. Huge amount of walk overs are going to happen over the next 12 months. Massive amounts of companies are going to fold up shop, don't let them fold up shop and close their doors.00:32:51:12 - 00:33:08:20UnknownBring them under your under your under your fold. Lots of communication about that with agents at the end of that buyer presentation, what would you look for? That's a really good point. M&A is guys. Yeah, because people aren't going to there's an ego thing there. Yeah, right. And you got someone who had a shop, but the reality is it's not doing as well.00:33:08:22 - 00:33:25:11UnknownThey don't want to shut it down now because I going to feel like a failure. Right. But they want to keep it going and figure out a way to make income and you can absorb them, bring them into your mix. And what what are the signs of finding a brokerage that's ripe for an M&A? It's studying. You got to know your market stat.00:33:25:11 - 00:33:45:15UnknownSo I'd be watching where you where the all the companies are in the marketplace rank them you know, top 50 companies and watch their production numbers We're watching in our market and we've just seen there's like a one and two, we're number one. We got a number two behind us. But then you go down to three and four and five and six and it's like 50% down, 50% down, a 2% down.00:33:45:17 - 00:33:59:23UnknownAnd it these companies that are 50% off or more than last year, they're already losing money. It's just a matter of how much per month And what's the bleed for them. The key thing is you just got to open the door. And the way you open the door is you just invite those people to lunch coffee and just say, Hey, we've admired your company for years.00:34:00:00 - 00:34:16:13UnknownI just want you to know that the door is open. If you ever decide to make it, make a change, exit anything like that. Please be the first person I talk to. They're going to say no initially because it's because it's an ego. But within 3 to 6 months I'll be calling you. Very good. Especially if you're loud.00:34:16:15 - 00:34:33:05UnknownStay in front of them just same way like we do with clients, right? Yeah. They're. They're a good stuff, too, folks. This isn't doom and gloom. There's a lot of opportunity. I know it might be a little rough right now, but it's what do during the times of the hard that make into the times of the good and the people who put their head down right now.00:34:33:12 - 00:34:52:04UnknownYeah, you might take a little bit of an income here for the next few months. That's fine. Okay. But you're you're building a brand right now, and the one who's standing at the end of the day is the one who wins. And I always like to tell people, and you guys with this, don't be the the hare, be the tortoise.00:34:52:04 - 00:35:20:13UnknownThe tortoise look nice and slow. And they won the race because they're consistent. Went back to the basics. Just went left foot, right foot, left foot, right foot, left foot, right foot. Did it take shortcuts and try to do this and try do that? And at the end of the day, who wanted to embrace the tortoise? But so you got to go back to the basics in these times when openly if I'm going to summarize the call today, one is leadership honor percent two as systems stack in your offering on behalf of your agents, if you're an individual agent, you stack your offering and create value.00:35:20:19 - 00:35:41:01UnknownIf you're the broker owner, you need to create value for your agents because you got to assume that they're not going to do it on their own. Lead generation systems to enhance business for brokerages, for their agents, and then ultimately leadership. No one's been here before, guys. If you've been in this market, you have a skill that most people will listen to right now.00:35:41:03 - 00:36:00:00UnknownIf you've been in the last year for those you in oh seven, oh eight or nine and ten days, you got to bring those stories back up. Yeah, but what you did, because that's what people are looking for, looking for that experience. Any additional closing thoughts? You know, I think I think you're exactly right. And bringing some positivity and some light to your agents.00:36:00:00 - 00:36:15:13UnknownPeople want a positive person and that's going to attract agents. You have think of how am I attracting people, going to attract people to your positive messaging every day? It's not negative, it's positive. Don't look at the challenges, look at the opportunities. Every single thing as a silver lining. And we're putting those silver linings out to our clients and our agents all the time.00:36:15:15 - 00:36:30:14UnknownLove it. Love it. Thanks, dude. I appreciate your insight and we appreciate you listening. Another episode of the Estate Marketing Do podcast. Folks, if you're looking to build your brand, stay in front of that database in a very nonchalant system and create ancillary streams of income and your broker owner, or if you're an agent, you can check out suite assist.00:36:30:16 - 00:36:47:02UnknownSo yes, this is a true all in one platform that helps you manage your entire office, but more importantly, it gives your agents a marketing system to stay in front of their database effortlessly, and it gives you the infrastructure to create additional streams of income to adapt in today's current market conditions. So we'll see you guys out next week.00:36:47:02 - 00:37:13:16UnknownSo appreciate you. See you later, Mike. Thank you for watching. Another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW dot Real Estate marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.00:37:13:20 - 00:37:16:15UnknownThanks for watching. Another episode of the podcast will see you next time.

Cost segregation is often overlooked but is a useful as a value-add proposition and can lead to significant tax savings. Today, we talk all about it.ResourceCheck Out Cost Segregation AuthorityReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:02:38:11 - 00:03:09:09UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:03:09:16 - 00:03:35:03UnknownWhat's up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, we've been walking around or walking around talking about and around the shift in this marketplace and what the hell you as a real estate agent are going to do to actually earn your split. There's a huge lawsuit going on. A class action settlement.00:03:28:02 - 00:03:50:14UnknownLooks like it's got some legs in the market. We're dealing with fucking 8% interest rates. And let's be honest, the transactions are down. We're at number 60,000 real estate agents have left the industry so far, and these times are times that you want to look forward to, believe it or not, because it's during the shifts that you actually gain market share and make moves.00:03:48:00 - 00:04:16:11UnknownThis is when people start making money, but not the ones that sit and do absolutely nothing and still doing the same shit you're doing 25 fucking years ago. So what we're going to be really chatting about today is how you sharpen your skill set as a real estate agent, a lender, anyone within this marketplace, because your broker ain't going to save you out of this shift.00:04:05:03 - 00:04:39:04UnknownWho's going to save you is your own skill set. And a lot of times, I mean, you're going to get off your butt and learn something new and start providing more value in a market with high inflation and costs. I mean, gas today, I just spent $140 filling up my truck in gas. I'm in San Diego. People want to learn how to save money, period.00:04:25:24 - 00:05:03:06UnknownThere's not a better time than to learn what we're going to talk about today because it has everything on how to save money for your already existing clients. Much of what you could be using for content right now in this day and age, because nobody one of the things that's resonated the most is how do you help people navigate the mess of the economy we're in and the save money?00:04:44:20 - 00:05:03:06UnknownSo without further ado, we're going to go ahead and introduce our guest, Mr. Eric Oliver, who's an expert on cost segregation. And I'm going to let him tell you what that is in a second. So why did you say hello to our guests? So a little bit about yourself and what we're going to talk about why the House is so important today.00:05:00:14 - 00:05:46:18UnknownBecause it is. Yeah, no thanks. My pleasure being here. My name is Eric all over. I'm with a company called Cost Segregation, and we work with investors, brokers, agents, CPAs across the country helping their clients or helping them save money, save tax dollars through their real estate that they currently hold. And so the way we do that is something called cost segregation, which really is just accelerated depreciation on your real estate holdings.00:05:28:19 - 00:06:05:03UnknownSo one of the benefits of owning real estate is you get to depreciate that or take an expense every year. However, that expense typically gets spread out over either 27 and a half or 39 years. And so what we like to tell clients is, listen, I may not even own the building in 27 and a half years, let alone be alive.00:05:47:19 - 00:06:22:13UnknownThe way my wife tells me I eat, I probably won't even be alive in 27 and a half years. So I want my deductions now versus letting the IRS hold on to these. And that's what we do through cost segregation is accelerate those deductions. Interesting. So in other words, you could people if you owned real estate and three realtors and everyone who's on this podcast, you're in the real estate space, you can save your clients money and shit.00:06:13:13 - 00:06:39:15UnknownThey didn't know you could save them money on before. And you're talking about creating a value add and trying to create buzz and trying to add value in today's market. Tell me more and who is your ideal client for This is just a homeowner living. There are these are these real estate investors that have investment properties and is there a difference?00:06:28:24 - 00:06:58:01UnknownSure. So kind of our our ideal customer would be somebody who owns real estate. So usually it's the investor themselves, not so much the tenants or the people living there. It's only the appreciation, only work. So you can only take advantage of it on revenue generating properties. So can't be your primary residence, but any investment property, the way it works is when you buy a property, you don't just buy the land and the building.00:06:54:21 - 00:07:28:19UnknownThink about like a single family residential unit, for example. So I buy that. Let's say I spend 500,000 on it. I'm buying the building in the land, but I'm also buying a bunch of carpet, I'm buying some appliances, I'm buying some cabinets, I'm buying a sprinkler system, my buying a driveway, all those things I mentioned, the IRS says should be depreciated at a faster rate than 27 and a half years.00:07:17:14 - 00:07:47:19UnknownNow, the problem, Mike, is when you give that closing statement to your tax preparer that says you bought this residential unit for 500,000, your CPA, your tax preparer, they don't know the value of the parking lot. They don't know the value of the driveway, they don't know the value of the appliances. What we do, that's what we do is we come in and we take that $500,000 purchase price and we segregate those costs, thus cost segregation.00:07:41:16 - 00:08:04:22UnknownWe segregate those cost into different buckets, which now allows your CPA to depreciate all the appliances over five years versus 27 and a half. And we put a value to those. So we say, okay, of that 500,000 you spend, you know, 40,000 of that was for appliances, you know, 80,000 of that was for a driveway, for the cement, for the sidewalk, all those different components.00:08:04:10 - 00:08:33:19UnknownAnd so that's what we're that's the service we provide as we work with investors and CPAs and brokers on accelerating the depreciation. And now why is it so important for real estate agents and brokers? And the reason for that is it just is one more one more tool that differentiates you from the next guy, right, or the next gal.00:08:25:03 - 00:08:54:16UnknownSo being able to tell your client, hey, I know you're looking at purchasing this property, but what if we can free up $80,000 of cash flow by doing cost segregation once you purchase this? Or better yet, not to get too far in the weeds, Mike, but you've got a client who comes to you and says, I want you to sell my property.00:08:43:13 - 00:09:17:02UnknownThere's an opportunity to save him tax dollars upon sale by doing cost segregation. And so they come to you and say, Hey, wait, I want to list my property with you. I've owned it for ten years. I bought it for a million. I'm selling it for 2 million. I want to list this with you. What if you go back and say, okay, I'll list it, but not only am I going to list it, but have you considered cost segregation?00:09:00:23 - 00:09:35:18UnknownBecause I think you can save 80,000 in taxes upon sale. And so there's a number of reasons why this is important, but those are kind of the main reasons accelerated depreciation and then decreasing the tax liability upon self for some of your clients. This is amazing. I've been in real estate for 20 years and I didn't know about this.00:09:18:00 - 00:09:55:13UnknownSo like, this is really cool because I don't know, I don't know about this and I'm going to assume like I'm pretty fucking advanced, like I know my shit. All right, So if I didn't know about this, I'm assuming the vast majority of people are listening. Don't know about this either. But you know what? I've got a great value add to having folks I'm really talking about here.00:09:36:11 - 00:09:55:13UnknownAnd if you go back to this, the last few upsells are really talk. You got to define your brand and your your value in this market. And one of the in any shift like this what always happens is going to be that the investor market is going to be the one that's going to feed you throughout the next couple of years.00:09:52:08 - 00:10:21:10UnknownThat's just the way it is, because people are deal with 8% interest rates and they're you know, you want to work with investors during times like these. I'm telling you, that's where they're still doing a lot of transactions. The interest rate doesn't affect the cash buyer as much as it does a finance buyer today. And that's why that's where the volume is going to be.00:10:07:04 - 00:10:43:14UnknownSo but the point being is like, all right, what's the difference between you and them? You know, me people, I ask this to Eric like what I would brand agents are different business and I know Kevin answers question like what's the difference between you and every other agent in your marketplace right now? And they're all like, Well, I'm going to do a good job.00:10:26:04 - 00:10:43:14UnknownI that by, you know, customer service. A customer service, yes. We know that you have to have customer service that's that's inferred. But this is the type of stuff that we're talking about. Is it the riches are in the niches. And the one that actually knows and is most knowledgeable is always the ones I in demand. That's why doctors get paid so much money.00:10:43:07 - 00:11:16:13UnknownThis is a my quote is Billie Jean said this once. This is like the doctors get paid a lot of money because there's only so many doctors. If they're cleaning houses, they wouldn't be paid the amount of money as they are. And that makes a lot of sense. This is a skill set and people who have skills get paid, folks.00:10:56:24 - 00:11:16:13UnknownSo I want to put this in a context, and I see you've got a couple of case studies on your site, so I just want to walk through and tell them in a story, I'm going to pick a case study from your site and just walk through how this would work. And you probably know the one I'm going to grab is going to be the residential rental one.00:11:12:04 - 00:11:36:07UnknownAnd let's just walk through in context how this actually works. All right. So I'm a real estate agent. I have a client. I bought a investment property, residential. It's under four units. And in this particular case study, walk me through I'm going to walk me through what I would do, my involvement on this case study and how I would literally one up like my competition store.00:11:33:01 - 00:12:02:12UnknownSo so, for example, you've got a client, they buy a four plex, for example. I don't know the exact numbers on the case study online, so I'm just going to use numbers that they're describing. So I don't have the calculator out. But let's say you buy a four plex, let's say you buy it for $1,000,000. Let's say it's a million X, let's call it 1,000,002, because one thing we do need to mention is land is not depreciable.00:11:55:12 - 00:12:24:09UnknownSo you always have to back out the land value. So you buy it for a million to let's say that land is worth 200,000. So you've got $1,000,000 of depreciable basis. That million dollars. If you don't do cost segregation, you're going to take that million dollars, You're going to divide it by 27 and a half years, and that's going to be your write off every year.00:12:14:03 - 00:12:45:23UnknownSo I'm just going to plug that in my calculator. 27.5 You're going to get a is that right? Yes. You're going to get a $36,000 write off every year for the next 27 and a half years, which is great. That's why a lot of people get into real estate this $37,000, $36,000 write off that acts as an expense.00:12:33:23 - 00:13:04:16UnknownSo let's say I make $136,000 a year instead of me being taxed on 136,000, I've got this $36,000 expense. So now I'm only taxed on 100,000. So again, if I'm in a 30 30% tax bracket by reducing my taxable income by 36,000, I just saved $10,000 in taxes. That's without cost segregation, just standard by 1/27 of a deduction.00:12:59:20 - 00:13:30:04UnknownWhat we do with segregation, what we propose is that again, when I buy that four plex, I also bought some dishwashers, some flooring, some window coverings, some ceiling fans, all those different components that the IRS says, hey, that stuff doesn't last 27 and a half years. And so we typically, when we do our cost segregation studies, we typically segregate around 30% of that.00:13:21:24 - 00:14:28:19UnknownSo on $1,000,000 asset, 30% of that is 300,000. So $300,000 of your million dollar asset, we're going to put it in shorter asset lives, five, seven and 15 year assets, the five and seven year as all your internal stuff washers, dryers, appliances, flooring, etc.. Then you've got a 15 year category, which is all your land improvements, curbs, gutters, asphalt, all the exterior stuff by moving or segregating those items and putting them in shorter life buckets, I'll say it allows us to take that depreciation at a much faster rate.00:13:54:23 - 00:14:28:19UnknownNow, before we go on, Mike, we probably should talk about bonus depreciation because that has a huge impact on cost segregation. Bonus depreciation has been around for a long time. The government uses bonus depreciation to stimulate the economy. So when the economy's not doing well, they say, Hey guys, we're going to give you a bigger write off if you go out and buy stuff.00:14:14:17 - 00:14:52:21UnknownAnd so again, bonus depreciation has been around for a long time. It's anywhere from 10% bonus up to 100%. Bonus Rewind a little bit to 2017, Donald Trump was our president. Donald Trump owns a boatload of real estate. Donald Trump revised the tax code and when he did so, he took bonus depreciation and made some changes that really amplified the amount of tax savings that a investor could have on their real estate.00:14:40:22 - 00:15:20:24UnknownSo two things changed. One is they changed it from 50% bonus at the time to 100% bonus. What that means, Mike, is that any asset that has a useful life of 20 years or less is eligible for 100% bonus. So if I go out and buy a truck today and it's a certain size truck, I can then write off that whole truck 100% of it in the first year.00:15:02:19 - 00:15:39:15UnknownI don't have to spread it out over the useful life of that truck. That's interesting. Yes. So that's the first thing. The second thing to remember, it has to have a useful life of 20 years or less. So real estate normally is 27 and a half or 39. So this is why a lot of tax preparers don't think bonus applies to real estate because they're like, Well, this is a 27 and a half year residential unit.00:15:24:08 - 00:15:56:02UnknownI can't apply bonus, but you can apply bonus if you break out the five, seven and 15 year parts of that asset because those all have useful lives of 20 years or less. That was the first thing. The second thing that changed with the tax cuts and jobs Act was bonus depreciation used to only apply to brand new property.00:15:43:01 - 00:16:18:01UnknownSo you'd have to build a brand new four plex. You couldn't buy an existing one. Well, that changed in 2017 and they added five words to the tax code. It says new to you, the taxpayer. So now you can go buy a building that was built in 1970. It's new to you, the taxpayer. You do a cost study, separate those five, seven and 15 year assets, and all of a sudden you can accelerate, take 100% of those.00:16:08:14 - 00:16:37:22UnknownSo it doesn't matter that length of time, because if you're going from 27.5 down, you pick what time you want based upon how long you're going to hold the asset. No. So that we pick it based, Actually not we. The IRS has picked it based on how long those assets last. So carpet only last five years according to the IRS, carpet last typically five years.00:16:31:03 - 00:17:15:19UnknownSo they allow you to depreciate it over five years, a driveway or a land improvement last 15 years. So typically that gets depreciated over 15 years. So cost segregation is going to segregate those items. Then we apply bonus, which means in that example we had with the four plex, if I segregate 30% of that or 300,000 and I take 100% bonus on that, I'm now getting a $300,000 write off in the first year versus if you remember when we first started the scenario, we were getting a $36,000 write off budget.00:17:07:04 - 00:17:34:20UnknownSo now if I make 130,000 in taxes or excuse me in income, in our first example, I remove 30,000 for my depreciate and I'd only be taxed on 100,000. Now, if I applied bonus depreciation, I'm now getting a $300,000 write off. I only make 130. So not only am I going to pay no taxes on my 130,000, I'm paying zero taxes, but now I've got 170,000.00:17:31:06 - 00:18:05:11UnknownThat carries forward as a deduction into next year's tax return, and I'm going to pay no taxes next year. So I just put myself 60, $70,000 in taxes by doing cost segregation and taking advantage of bonus depreciation. So that's kind of a high level. Mike, on how it works on buying an asset. Now let me just talk quickly to the agents, because I think this is probably the most important piece for them that's buying on the buying side.00:17:59:09 - 00:18:30:03UnknownWhen somebody comes to you and they're selling an asset, let's say they come to you, Mike, and they're like, Hey, I bought this. I bought this office building five years ago for $1,000,000, and now selling it five years later and it's worth 2 million. Can you help me out, Agent Of course. The agent's going to say I'm happy to help you out.00:18:18:00 - 00:18:54:18UnknownAnd not only can I help you out, I'm going to save you tax money by doing so. And the way you do that, Mike, is if I buy a building for $1,000,000 five years ago and I'm selling it for 2 million, I just when I go to settle up with the IRS, I'm telling them that everything is doubled in value, right?00:18:34:12 - 00:19:22:03UnknownI bought all this stuff for a million. I'm selling all this stuff five years later for 2 million. So everything's double today. So the IRS is going to charge you on that million dollars of gain. However, my land is doubled in value. My walls have doubled in value. But certainly my dirty, nasty carpet, that's five years old is not worth double what I paid for it.00:18:56:11 - 00:19:22:03UnknownWhen you don't do cost segregation, when you're selling an asset, you're telling the IRS that your dirty, nasty carpet is worth double what you paid for it. And they said, okay, great, it's worth double perfect. We're going to charge you tax on that. What is your carpet worth after owning it for five years? Mike, If carpet is a five year asset, so I've owned it for five years.00:19:16:07 - 00:19:40:00UnknownIt's a five year asset. It's fully depreciated. When I sell it, it's worth zero. It shouldn't be selling it for double what you bought it for. That's crazy. But the problem is, is your tax preparer doesn't know because they've just treated this asset as one lump sum. They know you bought it for a million. They don't know what the carpet's worth, so then they can't break it out.00:19:34:24 - 00:19:58:09UnknownAnd so doing cost segregation not only on the front end when you're buying assets, but also on the back end when you're selling ads. And that's where I think it's most valuable of anybody. If you guys take anything from this podcast, the realtors, when your client comes to you, they've owned a building for a couple of years and it's increased in value.00:19:54:04 - 00:20:26:17UnknownAlways suggest the cost. So they at least have the numbers run because in that example, that million dollar example, you could save your client 40, $50,000 in taxes and you're going to be a hero in their mind. And not every agent's going to tell them that, you know, agents Yeah, go ahead. I think anyone's going to tell them that.00:20:13:05 - 00:20:47:09UnknownNo, that's a tax preparer. Probably. Unfortunately, prior to 2017 and when the tax code was changed, is was it as what's the difference? So the difference was when we segregate that, we say, okay, in that million dollar building, there's, I don't know, $120,000 worth of five year assets instead of taking that 120,000 all in the year in the first year because of a 100% bonus, prior to that, you would have to take that 120,000 over five years because it's a five year asset.00:20:43:21 - 00:21:27:11UnknownSo you basically get a 20,000. Well, I don't know what is 12 divided by five five and some change. You're getting you're getting a fifth of that basically every year for the next five years. So it's still good. You're still taking it from 27 and a half and advancing it to a five year asset. But with bonus, we were taking it from a 27 and a half, advancing it to five, and then we were able to take 100% of that in the first year because of that 100% bonus.00:21:08:13 - 00:21:49:15UnknownSo now I should state that the 100% bonus did expire at the end of last year. So assets that you do this on for 2023, you're only going to get 80% bonus, which is still very, very favorable and then it phases out 20% every year. Mike Until 2027 when it's down to zero or until the Congress changes their mind and decides to extend it.00:21:33:03 - 00:22:09:23UnknownSo there was actually talks in Congress. There's already proposals on the table to extend the 100% bonus into 2025. So we'll have to wait and see. Interesting. Yeah. Wow. Very, very interesting. But folks, if you're sitting there just like listening to this and you're trying to and this is for your own good as well, like if you're buying a property, you know, we always say you guys should be investors yourself, not just selling, helping people acquire or sell the properties.00:22:00:13 - 00:22:26:02UnknownYou should be doing it yourself. This is really great knowledge to have. How much is this cost somebody you know, I'm sure it doesn't is a cheap is that expensive? Like what does it cost our clients? That's what they're going to ask us next. How much is it going to cost my client? Well, that doesn't matter if you're making them an extra 4050.00:22:18:10 - 00:22:54:14UnknownSure, but. But it's going to be a question to have. So like, how do you how does someone pay for this? Because it's not a CPA service, right? It's not. So it's kind of in our studies are engineering based. So it's quite an extensive process. We're basically reverse engineering that house or that investment property and trying to put the values to all the components.00:22:36:19 - 00:23:19:21UnknownSo studies typically range anywhere from 20 $700 for single family homes up to 10,000, $15,000 for large office complexes. We've got multiple buildings, that type of thing. So I know that's a wide range. Typically, we want clients to save anywhere from 7 to 10 x their investments. So if they're two for charging them three grand, we're hoping they're going to save at least 30 grand in taxes.00:23:05:02 - 00:23:42:02UnknownAnd now with bonus percent or with bonus 100% bonus, they can say it even. You know, I've seen cases where, you know, we charge a client 10,000 for a study and they're saving $1,000,000 in taxes. It's crazy. So yeah, that does have a cost to it, but the cost is going to the benefits going to far outweigh the cost.00:23:25:19 - 00:24:06:17UnknownYeah, I mean, it's just numbers. Hey, would you do this for that is when it comes down to it. Wow, dude, this is pretty, pretty cool. I get it. How about short term property owners like flippers, people who are flipping homes and then that give me that question first. And then I have another question about length of time for other type of investors.00:23:46:18 - 00:24:06:17UnknownSo typically flipping if you're flipping homes, it typically doesn't make sense because you're not holding the property. Well, a couple of reasons. One is when you're flipping it, it's never going into service and therefore it's treated as inventory versus as an investment property. So you don't even get to take depreciation on it to begin with. And so flipping typically doesn't.00:24:05:21 - 00:24:27:22UnknownWhat we'll see flippers do is maybe I flip five houses this year. The last house, I keep it as a rental because I made $200,000 on my flips. I'm going to keep the last house as my as a rental property, rent it out for a few years, take the 100% bonus, pay no tax on the 200,000 I made flipping and then sell it.00:24:28:00 - 00:24:56:24UnknownSo sometimes it does make sense if that's the case, because you can use those deductions that you get from your rental property to offset your flipping income in most cases. And so that's oftentimes what we'll see flippers do is you don't get to take depreciation on the ones you flip, but maybe keep one or two of them every year so that you can use those deductions and pay no tax on that flipping income.00:24:48:08 - 00:25:17:16UnknownAnd then how about someone who's holding property? Is there like a length of time that you see a window here? Like, is it like, am I better off, like holding this property for 15 years or is this like a five year thing? What what's the trend there? I don't even know how to ask that question, but I think, you know what I know then.00:25:04:12 - 00:25:38:20UnknownYeah. So the longer you hold the property, the bigger your benefit overall will be because there's a time value of money element, there's inflation, there's a number of reasons why. So the longer you hold it, the bigger savings you'll get on your cost sake study. However, on properties over about $500,000 basis, you still want to do it even if you're only holding it for a year because your tax savings will be significant enough to justify a study.00:25:32:24 - 00:26:01:19UnknownSo as long as it's held for one taxable year. So if I buy it in January and I sell it in July, that doesn't work. If I buy it in January and sell it the following January and it's over 500,000, it's probably going to pencil out. Now, the nice thing, Mike, is most car segregation companies out there will do a free benefit analysis, so they'll never engage you to do a study unless you're going to save significant tax dollars.00:25:58:06 - 00:26:23:02UnknownAnd so always get the analysis done if you're holding it over a taxable year and if the asset is at least 500,000, it always makes it typically always makes sense like it. Any closing thoughts you have for anybody else on the job? And then tell us about your site and where they can learn more about you. So kind of just closing thoughts.00:26:20:12 - 00:26:58:00UnknownOne thing I always like to add towards the end, I just think as you start to build out your real estate portfolio, this goes for anything. This goes for, you know, if you're an investor and you're buying in a certain market and you're an investor, make sure that your real estate agent understands that market, understands your objectives as an investor because your objectives as an investor are probably different than somebody who's looking for their primary home.00:26:45:02 - 00:27:18:10UnknownAnd so and that's your world, the real estate world in my world that I work in, typically with CPAs, tax preparers, as you build out your portfolio, there's a huge difference between tax preparers and tax strategists. A tax preparer, they work at Walmart in the lobby, H&R BLOCK. You give them your W-2 information, they run it through their system.00:27:06:10 - 00:27:34:21UnknownIt spits out how much you owe. You write them a check and you're done. That's a tax preparer. They just input output there. Not a lot of strategy. But as you're building your portfolio, it's very important to find a CPA or a tax preparer who specializes in real estate and understands real estate, because if they're not telling you about things like cost segregation, if you're having to ask your CPA about cost segregation, there's probably other things in the tax code you're not aware of, and you're probably leaving a lot of tax dollars on the table.00:27:35:09 - 00:27:55:18UnknownAnd so, yeah, a tax preparer excuse me, a tax strategist is a little bit more money to pay because they're giving you more of their time. They're meeting with you three or four times throughout the year asking you what you're buying, what you're selling, what your income looks like. But in this industry, whether it's a real estate agent or a tax preparer, you get what you pay for.00:27:56:01 - 00:28:17:05UnknownAnd so, yeah, somebody might be asking for a little bit more commission upfront, but if they have the knowledge and they're saving you, you know, $100,000 on the purchase price of a property because they have the knowledge of the industry, who cares if you're paying them an extra 2000 in commission, you just saved 98,000 net. Right? So the same thing goes with tax preparers.00:28:17:05 - 00:28:39:18UnknownAlways find yourself a tax preparer who understands real estate because no matter what they charge, if they're good, they're going to save you tenfold that taxes on the back end. Awesome. Much down where your website is going because you guys want to learn more. Yeah it's just WW w dot cost seg authority dot com that cosc TCG authority dot com.00:28:40:04 - 00:29:01:12UnknownMy contact information is up there information up there on how we'll run a free analysis if you're interested. If you think you have a property that might qualify, don't hesitate to reach out you guys we, we don't bill by the hour. We're not a CPA firm. We don't do tax returns here, but we're happy to answer questions and partner with you and facilitate answer any questions we can.00:29:01:12 - 00:29:17:16UnknownSo again, don't hesitate to reach out to any of us. We're happy to answer any questions you may have. Appreciate you. Thank you. Folks for this. Another up. So the Real Estate Marketing Dude podcast. But you know where to find us. If you like what you heard there today, go visit a site, check them out, see what he's up to.00:29:18:03 - 00:29:36:10UnknownBut thank you guys for listening to another episode. If you guys are stuck figuring out a way to stay in front of your database, how to market them, how to add more value to them, and how to stop being forgotten about and cheated on by other realtors because people don't remember who the hell you are. You got to visit referral suite WW dot referral suite dot com that is wect.00:29:36:10 - 00:29:56:14UnknownAnd yes, we will help build your brand and in for the people that matter most that are responsible for the vast majority of business. Thank you for this another episode we'll see you guys on next week's show appreciate it by boom. Thank you for watching another episode of the Real Estate Marketing Do podcast. If you need help with video or finding out what your brand is.00:29:56:20 - 00:30:16:16UnknownVisit our website at WW dot Real Estate Marketing dude dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching. Another episode of the podcast will see you next at.

Change is a scary thing and in today's market, change is here and more is coming. The question is, how will you handle it?ResourceCheck Out Saving HomesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on Instagram

Without a brand, your business is already dead. But what is your brand doing for you? This is a great time to develop your brand into something that will bring in a consistent stream of clients.ResourceCheck out Laura's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:00:02:05 - 00:00:28:13UnknownLaura, go ahead and tell my editor for Shownotes name website. All of your social handles, stuff like that. And so it's Laura Griffin and the website is groups within us to leads within Ask.com and the same social media handle. Or you can also do for Instagram. It's Laura Griffin Rail, a tour that's set up while we're talking here.00:00:28:15 - 00:01:59:11UnknownAll right. You ready to rock? Yeah. So you said groups to leads like the number two. No. To gay. I mean, just see. So some visuals and it'll be good to go. Ready, Rock? Yeah. All right. Three, two and one.00:01:59:13 - 00:02:18:11UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webmaster Real Estate Marketing in this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them.00:02:18:15 - 00:02:30:14UnknownLet's get started.00:02:30:16 - 00:02:54:03UnknownWhat's up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude. Podcast books should It's hitting the fan. There are things happening in the marketplace. Mortgage apps are the lowest they've ever been in the history of mortgage apps. What are you going to do? I see nothing but giant opportunity in this marketplace because as agents continue to dwindle and whatnot, it's just a reality of the situation.00:02:54:05 - 00:03:11:19UnknownThe amount of agents leaving the industry is not as large as the number of homes still being transacted. So there's actually a large opportunity there. However, you need to know how to capitalize on that opportunity and anytime there's a shift. Brands are built, all right, Brands are built, and without a brand, you will not survive in this fucking space.00:03:11:19 - 00:03:28:05UnknownI don't care what you say. You need a brand to continue going forward because no one's hiring the realtor for what they do. You're it's a commodity in the consumer's eyes, but they're hiring. You force how you do it, but you have to be thought of first. You have to be top of mind first, and you have to be able to connect with people because you're no longer a real estate agent.00:03:28:05 - 00:03:55:11UnknownYour damn media company been screaming this since 2014 and I've been damn right we have probably Today show one of the best brands I've seen and we just met like, I don't know, Laura, we haven't talked before. We've met for what? Laura At 4 minutes? Yeah. 30. But I could tell you just from browsing on her website right here, her brand is one of the best I've ever seen positioned wise, especially for a real estate agent.00:03:55:13 - 00:04:15:24UnknownAnd she positions herself as a mom. And I bet you Laura can probably charge me an 8% commission and I wouldn't give a shit. I'd probably still hire her because I could connect with her so much. And there's a difference between people. Like when people are hiring you, they're hiring you for how you do things and more importantly, what you stand for.00:04:15:24 - 00:04:34:24UnknownBut it's ultimately the way you make them feel. And your brand is the direct reflection of that. The reason why I'm harping on this so much is because right now, developing your brand is going to be easier than when the market's hot. So when you're when people are like, look how many realtors stop doing video in the last time, I'm telling you, I used to do videos for hundreds of realtors.00:04:34:24 - 00:04:54:03UnknownI lost over 75% of my business in the shift and the amount of people leaving, that just it's a vacuum for attention on social media. It's a vacuum to get your face out there, because regardless of what happens when people are pulling back on their budgets, this is when you double down. But if you don't have a brand to go with it, it's going to fall on deaf ears.00:04:54:05 - 00:05:12:06UnknownSo what I want to focus this show on is how to really develop your brand and what a better example than to have Laura Griffin here today and share with us exactly how she I don't think Laura sells real estate. I think she's a mom that happens to sell real estate on the side. At least that's the way her brand is positioned.00:05:12:06 - 00:05:35:15UnknownAnd this is an unbelievable way that she's doing it from her fonts to whatever the colors are really good or sharp, but she's doing it. She did this in a cold market because she literally went to a brand new cold market, new Nobody didn't buy any leads but focused on her own personal brand, adapted that to her business, built a Facebook group and now she's talking, crushing it.00:05:35:17 - 00:05:58:14UnknownWithout further ado, let's go ahead and introduce our guests, Ms.. Laura Griffin. Laura, once say hello to everybody and tell us a little bit about who is Laura. Quick story. Where'd you go? Where you at? Where are you from? Hi, everybody. Thank you so much for that introduction when he was Laura Griffin, I'm a real estate agent, and then the Northern Virginia areas, which is my inside Washington, D.C., we moved to this area, Oh, gosh, almost 12 years ago.00:05:58:14 - 00:06:18:19UnknownMy husband was military, retired and worked for the government. And so we moved from Northern California to Northern Virginia. I didn't know anybody. I was in the corporate world, in the banking industry as a bank manager. I had my daughter that I got to be a stay at home mom. This is going to be great. And I failed at it.00:06:18:21 - 00:06:34:12UnknownAfter a few months, I was like, I think I need something to do. And I had been in the real estate industry in California in a different capacity and called the who's now my broker, who sold us our house. And they said, have they contacted real estate? How does this work? What I need to do a lot, a lot.00:06:34:14 - 00:06:55:23UnknownAnd so he hired me and said, Hey, I'm hiring my team, which later turned into a brokerage and up a thousand plus agents in our area. And I was on his team. He was our team lead, and they gave us some online Zillow and Zillow and Facebook ads, all these different things. And I quickly realized that was not my jam.00:06:56:00 - 00:07:13:23UnknownAnd if you ask him, I probably lost him thousands of dollars. And with a young child, I couldn't pick up the phone. It was like speed delete, right? And I'd always fail because there was no way I could call that Lee. The first second it came in and keep calling. And, you know, my daughter was little and and all these things and I hated it.00:07:14:00 - 00:07:31:08UnknownAnd I hated doing open houses on Sundays because I had a little child. And that was the day my husband was off to his job. And so it was like, I don't want to give up my weekends. And so I start going to mommy me classes. And I was like, I really like this networking thing. And ended up starting a Facebook group in our area for local moms.00:07:31:08 - 00:07:45:06UnknownAnd it's county wide because there are areas the county made more sense when you started that not to interrupt you, but when you started that group was real estate in mind or you just wanted to connect with other moms, just wanted other moms to go coffee with you. Because I was born, I didn't know anybody. We had no family.00:07:45:06 - 00:08:04:10UnknownWe no friends. Like it was more self-serving. It sounds really bad, but it was self-serving. I wanted I wanted friends. Okay. I'm going to bring that up in a minute. Write that down. Okay. So I wanted to friends and I had like a handful of friends I'd meet at a hospital, mom's group, and I ended up into the group and it was just like night, you know, like my kids aren't sleeping.00:08:04:10 - 00:08:21:08UnknownWhat do I do? Kind of things. And I thought, no one's going to join this group, and my friends join a few their friends over and a whole bunch of people started joining and it kind of snowballed into this thing. We're just about it. I have little mini groups too, so if you count the mini groups, we're out over 12 are over 12,000 members.00:08:21:10 - 00:08:40:12UnknownAnd I slowly realized I was better placed to face connecting and people thought I was some sort of a local celebrity. Like people will stop me at Target or the farmer's market. My kids just go, Oh my God, I please stop. And these people want to talk to me because I'm a celebrity. And I was realizing that they already knew, liked and trusted me and they were comfortable with me.00:08:40:12 - 00:08:59:16UnknownAnd so I was getting all clients that were moms with little children because they could relate to me. And I can relate to them. And their transaction with children is a little bit different than if you're downsizing or you're a first time home buyer. And most of them are trade up clients because they've little kids. They outgrew their house and they're buying a bigger home.00:08:59:16 - 00:09:24:02UnknownAnd so I started realizing that my group was powerful and I started utilizing that as my lead source and threw in a few events here. And I have a Santa event and things like that that started leveraging my group and growing it and putting in content that would not let me like stand up and say, Hey, I'm a real estate agent every 5 minutes in my group, but it's weaved into it and it's weaved into my weekly nurture system that they all get every week.00:09:24:04 - 00:09:41:00UnknownSo that way they know that I'm a realtor and it's easy. They call when someone wants to buy or sell a house, they call me and it's a nice feeling. I'm not chasing the lead like I was with the online leads. This sounds so easy and would unpack a couple of things. First, I want to deal with everyone's objections and it's free.00:09:41:02 - 00:10:00:09UnknownYeah, it's a free leads are store, which is something that is unique. So let's focus and let's unpack this because you're sitting on your treadmill right now. You're like 12,000 people. I'm not that interesting, right? That's the first thing that people say. I'm not that interesting. No one's going to pay attention to me. Well, everyone says the same thing about video, too, but I've yet to see an agent that does video consistently.00:10:00:09 - 00:10:19:08UnknownThat's not crushing it. And the reason for that is just a matter of attention. And this entire industry is based upon attention. It's a popularity contest. The best agent doesn't get the damn deal. The most popular one does. Yeah, that's nine times out of ten. 9.5. I would say 9.9 times out of ten. It's no differently in any other industry like the best lawyer.00:10:19:08 - 00:10:39:15UnknownI'm doing a ton of attorney work right now on a ton of videos with the attorneys, and the best attorney doesn't get the job, the best marketed one does. And it's the same in every single industry, you guys. But marketing without a brand falls on deaf ears. You're just a salesperson chasing a truck and you're pitching someone on your services about why they should buy or sell you, which is why the key to this whole brand that you did.00:10:39:15 - 00:10:56:23UnknownAnd I don't know if you knew what you were really onto, but it's genius because she didn't like develop this. If you look back at her story really quick, she in developed this like on a whim. She's like, I want to create a group of people that I connect with first right now, most real estate agents will come out first objection.00:10:56:23 - 00:11:15:02UnknownThey're going to have their income on say, Oh, if I'm going to position myself as a mom, well, I'm going to turn off the fucking dads. That's the first thing that agents are going to say, right? No, doesn't happen. Or hey, if I'm just working for just a mom, then I'm going to turn off this group or I'm going to do this.00:11:15:04 - 00:11:37:11UnknownLook, guys, I called myself a marketing dude and I fucking crushed it. And it's because I connected with people on a level. And the reality is, is that your brand should turn some people off. And if it's not meant to connect with every single person, because if it was, you would call yourself God. Yeah, true. So so like she she identifies.00:11:37:11 - 00:11:54:20UnknownSo what's your tribe? Look at your own business. Who do you connect with? See the brand and your content strategy. Really, what she's developing is she developed a content strategy formulated within a group, but it first starts by who's group entry? Who do I really connect with? What are you what do you do on the weekends? What do you really do on the weekends if you don't have to work?00:11:54:20 - 00:12:06:18UnknownAnd if you won the lottery but you can't move anywhere you're living in, you're stuck in a town you live in. That's the answer with whom you communicate with those 5 to 10 people you put yourself in a room with, hang out with them for the rest of your life because you don't need to worry about money anymore.00:12:06:21 - 00:12:29:10UnknownWell, that's what you build your basis about. What would you guys talk about? There's your content strategy 100%. And if you look at my group's demographics through the insights, because I'll be honest, I'm 41 and my group mainly is 35 to 44 age group. We're all moms. Most of us have two children. Most of our children under ten, which is me.00:12:29:10 - 00:12:53:04UnknownI have a ten and a seven and a half year old. And I, I will say I speak their language. And what I'm yes, the reason I'll get the call oftentimes is I understand this is going to be a shit show of us selling our own small townhome, upgrading to a bigger house. We got kids and dogs and there's like toy throw up all of our house and yeah, like we don't know what to do, but they call me because I understand it and I've lived it.00:12:53:04 - 00:13:14:07UnknownI mean, we've moved nine times this year to military. I'm going to gas you guys are up like Quantico or not. Yeah, no. As it's medically retired now, but and then I have two children and I'll say one has ADHD and autism and my other son is has ADHD as well. But it's like, I understand this like, yeah, it's going to be a shitshow.00:13:14:09 - 00:13:33:06UnknownYes, it is, but I can help you with it. And they feel comfortable with me and, and, and I will say it's always the wife that calls me, never the husband. But also when people are relocating into the area, the name of my group, the secret sauce to it is if you're going to start a group, it has to be your city, town, county, neighborhood in the name.00:13:33:06 - 00:13:49:13UnknownSo mine is loud and moms because I live in London County. So whether you're Dallas, Texas or Sacramento or whatever, you know, it should be moms or community group or whatever. But what happens is people that are relocating to our area, which we have a lot of government here near D.C., so people are relooking all the time. The first thing is the white kids on the computer.00:13:49:15 - 00:14:09:19UnknownShe searches for Moms group in our area. So I get all the relocation people because smart because they know they're they're searching this area and they find my moms group so I'm super smart. And what are the first questions that somebody who's moving into an area asks where the schools, how are the neighborhoods? Because my kids go outside and play at the park.00:14:09:21 - 00:14:27:09UnknownIs it safe? Daycare? Yeah. Where's the daycare? How much does it cost? Right. So like you could see the content strategy, but that's just stuff you're talking about anyways, isn't it? As you live lives, are you really thinking that hard or are you really just being you? Yeah. And a percent and I have content, I have a kind of a calendar and I have a content strategy.00:14:27:09 - 00:14:46:20UnknownAnd I will say I rotate my question. I have questions that I will post in a group. So stay active and there are questions that I'll post like I want. And some of them I'll do just a data data mine, my group, because I want to know. So sometimes I'll post what's the one thing in your town today, whether it's here that you want to change?00:14:46:20 - 00:15:07:09UnknownIf you could change anything about your home today, what's the one thing you would change? And it's so golden because people will comment, Oh, we're having a new baby and he knows how to get kind of smile. Okay, There's a lead. Yeah, you're just like ending. And if I know your name, I probably got your email when you joined the group with you gave it to me and or and, or I can kind of look you up in the database with our MLS.00:15:07:10 - 00:15:25:24UnknownI can find you. And so it's, it's positioning it's you're able to data mine and find people in your group that will be leads for you. Yep. Which is really easy to do. So let's get we get the group and let's get into contact now I'm the folks by okay so we have a you know you have a group, you have a group people.00:15:25:24 - 00:15:48:07UnknownNow can you tell them why forming a group is so important versus just posting them on your personal page or a business page first? Yeah. And so about it was in June of this year. I had Home Depot on the first weekend, I think Lowe's as the first Saturday of every month, they do a kids workshop. I was on my way and I posted this on my Facebook business pages.00:15:48:07 - 00:16:03:18UnknownI'm on my way to a listening appointment. It's the first Saturday my kids want. I forget what it was, I think was like a treasure box or something. We go to many times in a year and I'm hanging out with my kids, make it a treasure box on my way to a listing appointment. And I took pictures of me and the kids at Home Depot putting this thing together, and my husband did most of the work, I'll be honest.00:16:03:20 - 00:16:19:10UnknownAnd I posted on my business page, I think 100 people saw it if even I posted it in the group. So first of all, they were saying, I'm a mom, I'm relatable. There's a free activity going on right now which is giving value. Number three is he she's a real estate agent because she's going to a let's an appointment in Ashburn on her way.00:16:19:10 - 00:16:44:01UnknownThis is what she's doing in my group. Over 6000 people saw it. So 6000 people saw it. A ton of people commented and interacted with the post versus a hundred people on my business page. And the reason why is Facebook is pushing more people towards groups. They're putting a ton of money towards community and building community. And yeah, I could have put on my page and boosted it or didn't add to it, but this was organic free traffic.00:16:44:02 - 00:16:59:16UnknownAnd so people not only know I'm a mom, I'm relatable, but I'm a real estate agent. So it was free advertising, love it, ongoing content, like there's 30 days in a month, guys. So when you're creating a content calendar, it's on an annual and it's 30 times 12. It's a lot more easier to like, get your head around that right?00:16:59:16 - 00:17:17:11UnknownDon't don't fucking don't put yourself out the window before you even get in the car right. So walk me through like how you do your content strategy. Like, what do I post? What's the best stuff to post and groups? What's the cadence? Frequency all the above. Go ahead and spill the beans. So I look at my insights, right?00:17:17:11 - 00:17:31:12UnknownAnd I look at it a month that it's time I have some posts that I know are really popular and I'll and I keep a it's not fancy. It doesn't have to be fantastic. I have a Google sheet. It's like a word doc in Google and I keep track of like what was really popular and I'll put an asterisk around it.00:17:31:17 - 00:17:49:20UnknownSometimes it's it's community based, right? So hey, there is this reactivity or this, this new pizza parlor that's opening. Some of it is just engagement post like drop your like drop your favorite gif of how your morning went with your kids. People love that. Like, who doesn't have their favorite gift of a you know, because no one's morning ever goes great.00:17:49:20 - 00:18:09:00UnknownI mean, my house never does. And so I sprinkle in a little bit that spring on a little bit of real estate and I also one thing in my group is I have guides. So if you're relocating to the area, there's a relocation guide. If you're looking to buy a house, there's a buyer's guide and it's linked to my My idea site.00:18:09:02 - 00:18:27:20UnknownIf you're thinking of selling, there's a seller's guide and it's linked to my What's your homework that my broker gives us. So I get all those leads. I have guides for even more community based things like the ten things. You know, when you're interviewing a daycare in the area different and things like best parks, best firework locations, best going into fall, best pumpkin patches, stuff like that.00:18:27:20 - 00:18:48:05UnknownAnd I'll post that stuff in there, not only excuse me as a content, but it's also giving back to your community and providing value. Yep. And every single like here's the thing with like you guys years are real estate agents, right? You sell houses, but you don't sell the house before you sell the community. The house like is on, right?00:18:48:05 - 00:19:00:21UnknownSo that when it comes to content strategy, it's really just be a fucking tour guide. Like, let's not overthink this. Like literally just be a tour guide in this case, like, I'm looking at like you could be on a showing and just to give you guys some ideas, as a mom, how does the mob go to market it?00:19:01:02 - 00:19:22:17UnknownWell, showcase take pictures of yourself in the cutest kids rooms. The next houses you're going in, right? Focus on how far the communities are. You know, when when you sell a house, it's no longer just listed, just sold. It's going to be more like probably, hey, the Jones family just moved in here and their kids are just about to start Carillo Elementary School for the first time and they're relocating them.00:19:22:17 - 00:19:44:23UnknownHey, guys, can you give them a warm welcome like it's about if you realize everything she's doing is just storytelling and stuff she's already doing, and she's just taken this little six inch device out of her purse and snapping it and documenting it. That's what social media is, isn't it? It is. And you know, it like even just like the pumpkin patches.00:19:44:23 - 00:19:56:07UnknownI don't know how many moms are relocating or moving or in our area. And they're like, oh my God, thank you so much for this thing. It's like it's like my AM and five minute to Google research all. We just update it once a year. I've done it. We did it one year and we just kind of recycle it.00:19:56:07 - 00:20:12:24UnknownObviously, we have to tweak a few things, but it's providing value and they appreciate it and they know that I know what I'm talking about, right? So it builds up that know like and trust factor within the group. And then like I said, yeah, it's a little bit of real estate, but not raising my hand like I'm a real estate.00:20:13:01 - 00:20:28:06UnknownIt's real estate, it's value based like community things and it's a little bit of fun and engagement. I like to have a little bit of fun. That's why we do it. Like drop your favorite gift or, you know, my morning was a shit show when I was your and people do. That's the best you to get the region.00:20:28:08 - 00:20:43:10UnknownYeah, the best the best contents. Probably like when you're before your shower, your hair is all over the place. You got bags underneath your eyes. You look like shit and you're in your pajamas, right? That's going to be the video or the content that performs the best. And the reason is because everyone can relate to it. We all been there, and that's the key.00:20:43:10 - 00:20:59:13UnknownI was like, Authenticity is what always attracts. And if you can't find a way to be authentic, you just have the wrong brand or you need to dial it in, right? Like you have to be able to be you to do this successfully because if you weren't a mom, would. How hard would this be to do like you could it?00:20:59:15 - 00:21:14:23UnknownI can't run house group Yeah I can't wear on your mom's group before you even though I get it, I understand exactly what you're doing. I would be a fraud. Yeah, and there is some ages I've seen Start them in like you're not a mom and you're in a No offense, but it's like you're early. 28 year ago.00:21:14:23 - 00:21:34:07UnknownYou haven't lived this life. You don't understand this. And when clients talk to you about selling their house with children, you're not going to be able to have that conversation. Like I can with. Yeah, I know there's 23 up in every room of my house and you have to hide it, like shove it in something. So when people are showing your house, they don't see it everywhere and you know, it's it's been relatable.00:21:34:07 - 00:21:49:19UnknownAnd so whether I mean, maybe you're not a mom, maybe you're, you know, your military spouse or maybe you there was another agent I talked to recently. They have a foodie group in their area. They just love food. That's love. That's great. A ton of people joining that group and they're just and different restaurants because they're a foodie.00:21:49:22 - 00:22:04:19UnknownBut I'm not a flipside. Yeah. Yeah, yeah, yeah. But I mean, that's like, you know, we do a ton of business owner interviews and they lead to a ton of business, offer a lot of referrals just because it's not about telling people what you do, it's about reminding them what you do and when people are going to buy or sell.00:22:04:19 - 00:22:26:16UnknownLike, let's just do the numbers on your group. All right? Out of those 12,000 members you have, how many of them are local to Is it London and louder, It's a Virgin Virginia. Get loud moms like that would be fun. You got the loud and moms That's cool and that and that one yeah How many are local in the area would you guess?00:22:26:22 - 00:22:46:06Unknown12,000 members in our county. There's a little over 500,000 people. Okay. So out of these 12,000 members are. You think they're all live in this area? I'm listening to a few are relocation. So maybe they're outside of the state and they're just getting digesting content And what's the county about that almost, I would say probably 95% live here.00:22:46:08 - 00:23:12:08UnknownSo here's an an I don't know if you mind sharing these, but like what type of how many how much business is coming out of this thing. Last year did $22 million in sales. Damn. I mean, what's the average sales price for single family? About seven 5800. And then like a townhome about 500,000. So out of those 12,000 members, these are the stats because none of the stuff is theory that we're talking about a lot of people's big oh, branding is theory.00:23:12:08 - 00:23:36:05UnknownHow do you measure it? You'll never be able to exactly measure it, but 10 to 15% of those 12,000 members are moving this year. Most don't know it as she stated earlier, some of them are going to get pregnant, have to upgrade their house. Some are working to get relocated out of the area. But 100% of the people within that group, all 12,000 members of them, have the ability to refer you at least one deal per year.00:23:36:07 - 00:23:55:14UnknownSo it's never about trying to reach 300,000 people. That's the mentality that happens when you go to like the Mike vary conference isn't like oh go sell cold pork all and then until you're blue in the face right and just want to shoot yourself but out of these you don't need a large database. You need an engaged one guys, because 100% of the 12,000 people know someone who's moving.00:23:55:18 - 00:24:13:03UnknownBut just out of those 12,000 people, 10 to 15% of them are moving themselves and most of them don't even know it. Yeah, those are the industry stats. So it's not a matter of if people move, it's a matter of when because it's a life event. And despite whether the interest rates are going to at 8%, 7%, 12%, 20%, who cares?00:24:13:05 - 00:24:33:06UnknownPeople are still going to have life events that cause them to move. And the easiest way and the least expensive way is to attract them. Exactly. And I nurture that. And you have to nurture these people, too. I mean, I had a client this year that called me. Is it I mean, getting your emails once a week for three years, but now we're ready to sell our buy one.00:24:33:06 - 00:24:48:16UnknownAnd so it's it's staying in front of them because they may not be buying or selling today, but they will. And if you keep saying in front of them, they're going to they're going to realize it's all it is. How long how much does it cost you to stay in an email, contact with them, and then it cost you any extra time over that three year period.00:24:48:18 - 00:25:04:04UnknownSo I just so this last 15 months, I started doing a weekly email and I had to be honest, I am not the best writer, so I had a copywriter help me with it. I came up with the content what I wanted. I mean, anyone could use like chat, CBT or something like that if you really wanted to.00:25:04:06 - 00:25:25:21UnknownSo I paid the the copywriter. It was about $1,000 for the emails. Not bad. And then I have them in a we use active campaigns, I've got them in an email system. And so I mean, we're talking it's an hour maybe it costs me $1,000 to stay in front end to do that. And those e-mails are going to get kind of recycled after the 15 months is over.00:25:25:21 - 00:25:43:23UnknownSo it's not that expensive. And then I just throw one event per year. It's not that expensive. So let's break these two down email. It's emails. So many people don't nurture an email like we we nurture one. Our whole our whole system is one video email month with your face talking just about community events, local news and whatnot.00:25:43:23 - 00:26:01:21UnknownRight. And it's not it's just about the the reminding touch but emails another channel because you can't assume there's so many people who are just on social media like, oh, I'm just on Facebook. That's all I need. I just need Facebook. No, you don't. You're missing a lot of other opportunity are using direct mail to by any chance.00:26:01:23 - 00:26:18:03UnknownYes. So I have an email. All right. I'm sorry, a postcard that goes out once a month and then I kind of tweak it every once if I see people having like so I see people having life events and things. We start having my and then my son will go through and look at the tax roll and kind of go, okay, well, I know they live in this town.00:26:18:03 - 00:26:37:02UnknownSo this, you know, Susie Q has got to be that Susie Q in this town. And then we start mailing them content like it air, land and sea. And I might as well just take a commercial break because that is exactly what referral suite does. We help market your database through video email, direct mail and give you all the social media content each month so you can stay in front of them and take an omnipresent approach.00:26:37:02 - 00:26:58:13UnknownSo people stop forgetting you're in real estate. Back to show. So this is really, really, really interesting. I love it. This is my entire business model. Always has been. I love what you're doing. Like this is I just it's fantastic. And I wish more people would implement exactly what you're doing because it's not rocket science, is it now?00:26:58:13 - 00:27:18:04UnknownAnd it's free. You don't need to pay to do is a Facebook group and backed it. The last few years I've been getting asked from a lot of agents around the country like, how do you do this? Can you help me set up a group and things like that? So I actually just transitioned into doing I have a course on how to set up your Facebook group, how to grow your Facebook group, because that's what everyone's scared about.00:27:18:04 - 00:27:34:05UnknownLike no one's going to join. They will join if it's set up right and you have good content and it's named appropriately. And then I talk about how to nurture your group and how to utilize it to get leads, because ultimately that's that's why you're setting up the group is you're building your know like and trust factor so that you can get leads and they'll call you to help them buy or sell a house or rent.00:27:34:07 - 00:28:02:04UnknownYeah, it's just a matter of when they do. I mean, literally, guys, it is. And the bigger the group goes, the more engaged is, the better. But I want you to catch one other thing that she said and then we could get this week wrapped up a she's she's disciplined and building an audience you guys and you have to you don't know when the person on that list or the individual senior email is ever ever even going to return the favor.00:28:02:04 - 00:28:21:03UnknownIt's not about that but it's about and it's not also about trying to sell them something with every bit of communication. It's about trying to add value with every bit of communication and just sort of small little jab. Hey, don't forget I'm in real estate. Don't forget I'm in real estate. Hey, guess what? I'm in real estate. Don't forget to say you don't need to say it right.00:28:21:03 - 00:28:41:12UnknownYou could do this stuff just by simply inferring it. And you can't always talk about work with your list, with your database. You can't talk about work all the time with social media. Your wife will divorce you if you do, and you need to actually, like, go out and nurture people with human related content. So my point is, is cut the commission breath stuff off.00:28:41:12 - 00:29:09:22UnknownIt's not going to work. It doesn't work. Commission breath is contagious. We feel it. We see it. People see it. More importantly, like it looks desperate. You don't need to do it, though. What other any other tips you want to add to this? Because this is. I think you nailed it. Yeah. I mean, if anything, I am always happy if anyone wants to figure out how to how to set up a group or has passions about it, they can go to groups to lead WSJ.com.00:29:09:24 - 00:29:25:16UnknownAnd I can you know, they can there's a free webinar. It's groups to leads back slash webinar, and you can get a little bit of information. And then we've I've also got the course if you want to dive into a little bit further and how do I nurture people and how do I data them by my groups who didn't get leads?00:29:25:18 - 00:29:44:24UnknownThat's on there as well. Script Slate.com. And because like I said, you know, I see so often real estate is like, I knew, I don't know what I'm doing and blah, blah, blah. And I don't have a lot of money to put towards marketing. I get it. I was there to start a Facebook or it's free, it's easy, and if you nurture it, it'll grow and you know, it may not it's not going to be one of the things.00:29:45:00 - 00:30:08:06UnknownBut you start today and you're these leads. It's the long game, right? Yeah. And I think so often we get distracted with shiny penny things, but if you play the long game and you're not standing up every time and saying, I'm a real estate agent and using it as a billboard, but using it smartly as a billboard for your business, the leads will come to you because people will see the genuine person and they get to know.00:30:08:06 - 00:30:23:00UnknownThey get to know you better, like people know and they know my kids. Like when they stop and see me on the street, they know that's great and or that's Madison. Creepy as it is, but or they'll say, Hey, you know, my son has the same vision thing that your son has, and they'll ask me questions, which leads into the conversation of real estate.00:30:23:02 - 00:30:43:08UnknownSo it's used, you know, using my own way. I'm using my children to get business, but it's because they know and like and trust me and I'm a mom and I'm relatable. And I'm also not that scary, right? I you know, I oftentimes will see, you know, people real estate they're really Salesians up. That may be something that's scary to some of these people, whereas I'm just more approachable in my jeans, just hanging out.00:30:43:08 - 00:31:04:02UnknownThey can come and approach me and ask me questions. So it's about being relatable to your target audience. And my target audience is a mirror of me. Yeah, well put. That's a that's a really good way to look at your target audience is a mirror of yourself because people hang out with people just like them. It's just the way we're wired, you know, You don't go out and hang out with someone completely opposite of you.00:31:04:02 - 00:31:21:09UnknownLike you don't see me on Friday nights hanging out with the dude, with the shaved head, tats, earrings and doing drugs all night, you know, like, that's not my crowd. So it's like, Come on, guys, I pick your crowd. You know what your crowd is? Just be you love it. This is a really good episode. And folks, if you like exactly what should go check her out.00:31:21:13 - 00:31:44:00UnknownIt's groups two leads dot com. Check out the Facebook group and whatnot and we appreciate you listening Another episode if you really liked the content we talked about, I want you to go visit referral suite dot com as referral sweet e-comm and it's a database referral marketing system. All it is, it's very simple. It takes about an hour, 2 hours, maybe maximum to utilize and it'll keep you in front of your databases through direct mail, video, email and social media.00:31:44:00 - 00:31:59:23UnknownAnd you won't have to think about what to say because we even give you that to build the audience. It's the only recession proof business model there is. I've been in I gave you this with the last 20 years of experience, guys, so go visit that and check out Laura stuff. She shared a lot of valuable content today.00:32:00:00 - 00:32:19:06UnknownThanks. Listen other up, so don't forget to subscribe like CUBIT and visit us on the rest of our social channel and we'll see you guys next week. Picks. Thank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW w dot real estate marketing dude dot com.00:32:19:09 - 00:32:34:23UnknownWe 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 still telling people that you are in real estate, then you are in for a rude awakening when they forget. You should be reminding them, that way you are always top of mind, and more likely to get their next home purchase.ResourceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on Instagram

If you are running your business the same way you always have, it might be time to consider switching things up. Today we are talking about what the next generation of successful realtors are going to look like in the next couple of years.ResourceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on Instagram

Building your brand is essential, we all know that, but what should your brand be? What should it look like? Why not make your passion part of your brand. Today we talk to Atticus Ray, and that is exactly what he did. Today he has a show on Apple TV+ and Amazon Prime Video that proves that you can make your passion your brand.ResourceAtticus' WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:02:23:00 - 00:02:58:15UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:02:54:03 - 00:03:41:16UnknownWhat's up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, you've been following along the last few episodes. What we really been chatting about is what are you going to do in this type of market and the opportunity that really exists. As a number of realtors continue to exit the business. The guest we're going to have today is getting into the business, and I don't think it's going to matter what type of market anybody has.00:03:18:08 - 00:03:41:16UnknownWhen you have a brand like his and I've been I say this for the last fucking eight years, this is very simple. You have to stick out in this business. If you don't stick out, you're just another commodity. And that's why it's so hard to get ahead. But if you look around and you see anybody that's doing anything a little bit different, you'll realize that none of them have a lead generation problem.00:03:38:06 - 00:04:00:21UnknownNone of them have a shortage of opportunities coming across their desk. And but the reality is that so many people will be like, oh my God, I'm so scared to do that. I'm scared to step outside of my comfort zone. I want to be a fucking Stepford wife. You cannot do that in this business. You need to absolutely stick out and you have to be true to yourself.00:03:57:14 - 00:04:17:13UnknownYou don't create your brand, God does, and the ones who embrace it and sing it and scream it from the rooftops, or in this case, dance it, are the ones who typically generate the most amount of business, at least in real estate. So without further ado, and introduce our guest. This is this guy is very interesting. We just met a couple of minutes ago.00:04:16:03 - 00:04:58:06UnknownI'm looking at all his websites right here. He's got his own reality show on. He's a real estate developer, but he's not just any type of developer. He ties in tap dancing into all of his marketing and the like. It's fantastic. So I'm interested to speak with you today. Why don't you go ahead and introduce yourself, tell our guests a little bit about whom you are, what the hell we're going to talk about today.00:04:37:12 - 00:04:58:06UnknownAnd I got all kinds of questions for you after that. Okay. Well, hey, man, I'm glad to be on. Excited to be here. I'm here promoting our show rhythm with views. My name's Atticus Sumner by my stage name. He's my middle name, Atticus Ray. And so that's kind of you see a difference in the name. That's what's going on there.00:04:55:14 - 00:05:33:07UnknownSo that x ray and rhythm with views is the show. And yes, I started off my career as a dancer, just humbly just doing after school type classes and just trying to work my way through college, basically teaching dance. And it was a natural talent. I kind of got it came across easy to me and I just kept progressing and progressing and I found myself, you know, paying my way through school, doing this.00:05:21:14 - 00:05:51:17UnknownThen I had the bright idea one day that what happens if my legs stop working? Or what if I can't dance and everybody gets older? And so that's what kind of got me into real estate. I figured that was never going to go away. And we've all got to live in a house, so why not learn all about it?00:05:36:17 - 00:06:10:05UnknownAnd that's kind of where those two careers kind of met. And I just kept going forward. And when you look at the show, it says Rhythm with views where big construction meets big production and ironically, producing shows and making houses ironically are very similar. You've got to get, you know, talent and people together and you create this product from scratch that nobody can see, and you have to make a final product basically out of thin air.00:06:04:15 - 00:06:27:23UnknownAnd you have to have the vision to do it. And so ironically, they're very similar that way. So this is I want you guys to unpack what he said there. Right. And every single one of you have an individual brand and just the vast majority. You too scared to bring it out there and bring it out. And your brand is just your personality, right?00:06:23:20 - 00:06:56:24UnknownLike, you can't fake this. You cannot fake a brand. You have to be it's so hard, especially like I don't think you could survive in real estate without creating content anymore. I think in some way, shape or form, you're creating some type of content, right? And and if you're not, you're you're getting your ass kicked. Let's be honest.00:06:40:12 - 00:07:15:15UnknownThe question, though, is what do how do you create content on it? The number one problem we deal with and the people will be like, What am I going to create content on? I'm boring. Well, it's not about the business you're in when you're creating content, it's about reminding people you're the business you're in through storytelling and through entertainment, through content creation.00:06:58:12 - 00:07:36:13UnknownIt when you start just getting up on a soapbox and talking about how many houses usually you sold this month or all that, you're just whether salesperson chasing a truck and that's how it is. You have to it's a people business. So it's not so much about I create content to tell everyone I'm in real estate, I create content to remind them I'm in real estate for when the time a referral or their direct selling or buying opportunity comes across their desk.00:07:21:05 - 00:08:06:13UnknownMy name is the only fucking one they think of. Yeah, well, I think you're hitting on it. You know, facts tell and stories sell. So, you know, you lay out all these facts and, you know, honestly, you know, in today's world, I think that just comes across as a brag and nobody likes a beggar. So it's illegal to make money anymore on social media.00:07:40:23 - 00:08:06:13UnknownLike if you start talking about how much money you made else on your prick right? Yeah. So nobody wants that. Nobody wants to hear it and you're not getting ahead. You're probably turning off more people than you're impressing. Yeah. And let's face it, the people that are impressed by that are probably not the people that you even want.00:07:56:06 - 00:08:28:22UnknownOkay? And so the genuine people are really not impressed by you just spouting off, you know, Oh, I sold this. I made that look at me. And if you're going to say, Look at me, I love where you're going with that, because I struggle with that, you know, trying to almost look ahead to identities. You know, am I a dancer in my real estate?00:08:14:16 - 00:08:48:20UnknownWhat am I doing? You know, and then hard to separate. Just combine them in a combine. Yeah, I couldn't I couldn't hold back. It was like an inevitable force of nature bringing those two together. Yeah. And I was going crazy trying to carve myself up into pieces and do this or do that. And then finally I embraced it and I said, This is who I am.00:08:33:04 - 00:09:10:18UnknownAnd, and it's been great. And actually, that led to this show. I mean, I never dreamed of having a reality show, especially about these two characters. But now I can't imagine not having it. So it really has come together. Nothing bad happens when you create content. Opportunities always come up and none of them usually have to deal with real estate.00:08:50:22 - 00:09:26:13UnknownIt's just what happens. I've seen so many people just come across, just so-and-so, somebody that we had a client we were creating content for. And then they got pitched a reality show because her YouTube channel was blown up, right? Oh yeah. We took a guy yesterday I'm working with, I'm creating his content strategy and he's a Hispanic guy out of DFW area, 75% of his business is towards the Hispanic community, but he's a musician primarily, so he's going to become the singing realtor.00:09:19:23 - 00:09:50:01UnknownBut it's I don't know if I'm going to go La Bamba with it or what we're going to do, but he's excited. Like, I'm here in a lowrider. Yeah, you don't you don't have open houses anymore. You have open mic nights, right? You don't have you don't have like I'm sure in some of your marketing I haven't checked it all out yet, but I'm sure you're like tap dancing across a kitchen or something.00:09:38:14 - 00:10:07:23UnknownAnd some of it is that. Drew Well, actually, in the show we one of the challenges was the director wanted me to take the dancing off the stage and do something, you know, more three dimensional. So we we just literally went out and we were dancing across waterfalls and dancing through the lumber yard and dancing around the construction projects.00:09:59:12 - 00:10:48:04UnknownAnd, you know, basically taking dance to a whole new level. I mean, it's already hard enough to do it on an on a regular stage. So, you know, we were actually out, you know, up in the mountains, on the edge, edge of cliffs, dancing across rocks, just taking everything to a whole new level. And I think I think that when you push yourself in any level, anywhere, everything else in your life rises up with you, You know, it's it doesn't always have to be on the thing that you're working on.00:10:29:12 - 00:11:05:17UnknownI mean, just as you begin to push forward in one area, other parts of your life kind of rise up with it. And I find that I inspire myself between both of my careers. You know, I, I push myself in one area and then I push myself in another. And but yeah, he challenged to say, you know, how can we take dance to a whole new level and do something that's never been done?00:10:51:21 - 00:11:24:01UnknownAnd I think we accomplished that. It's hard to come up with new content on a reality show. I mean, it's all been seen, but this one I genuinely, wholeheartedly feel if you watch the show that you're going to see stuff you've never seen with your eyes before in a way you've never seen it, and in a way that is it's not just about shock value, it's true entertainment.00:11:11:19 - 00:11:41:15UnknownYou know, you'll walk away feeling more enriched by watching the show and and at the same time, you know, then the background is, yes, I build. Yes, I develop. One of the things we're going to be specifically rolling out here soon is a program to help people relocate to Tennessee. You know, the full package from A to Z.00:11:33:17 - 00:11:54:21UnknownA lot of people want to do this and they start calling and realizing it's it's not as easy to Relocating your family is what you think. You know, You got to sell your house, buy a house, find the property. If you don't have boots on the ground, you're you're trying to do this hundreds of miles away. And there's a huge need for that.00:11:49:12 - 00:12:25:24UnknownAnd so I'm finding that niche here in Tennessee. We'll be rolling out, you know, I'll come home to Tennessee program where will help people. They're all coming from Chicago where I'm from. Yeah, yeah. And I mean, you know, I didn't I didn't make that. But I see opportunity. I learned to try to step in front of that and what's a niche that will be carving out what type of real estate are you developing right now because you're going to get your license as well.00:12:13:00 - 00:12:45:20UnknownSo what type of real estate like are you doing? Single Families is doing more projects, duplexes, multi-unit, multifamily. What is your right now? We're I've been doing a lot of building a lot of spec homes and those just kind of speak for themselves. I mean, you know, you get the product done, there's always somebody waiting to buy it.00:12:30:22 - 00:13:10:05UnknownIt's just not enough homes for people here. I was doing flips, but that market dried up because, I mean, you go to an auction and, you know, the prices go through the roof on these homes. Just, you know, I'm looking at the house thinking my first tools, a bulldozer, you know, and someone's buying, you know, six figures on this house.00:12:50:21 - 00:13:28:03UnknownAnd so that didn't make sense to me. I felt like I could build more equity with with, you know, a new and also there's such a lack of inventory and there's a lack of people who can actually build new homes. Believe it or not, there's just drying up. There's less those people every day. There's more people that need a home every day and less people that know how to build one every day.00:13:11:03 - 00:13:47:00UnknownIt's it's not, you know, so that that's going to create something in the future. It's already on its way to where you know it. People that know how to build parts of houses but not the whole house. So have you thought about how you want to do how you want to market this when you get your license? Cause I got all kinds of ideas.00:13:28:16 - 00:13:47:00UnknownI would love to spitball by you and see what you think about them. Yeah, I would love to do that. We can. We can definitely do that. I've got the two. I'm going through my 60 hours, you know, the normal course and all that. I've held off for years getting my license. I've just been busy, but it makes so much more sense now, especially as we're bringing people here.00:13:47:00 - 00:14:05:02UnknownThey'll need a lot. We'll need to get a piece of land and all of that. And I feel like if you to help them give the A through Z, I need to just step into that arena as well. So and I do I do have some ideas, but I would love to hear yours and I would just work with tap.00:14:04:14 - 00:14:20:23UnknownI would just tap dance on every listing. That's all you going to do. So I got it easy. Like just, just tap dance. And you should. You don't even need sound it. Just do a dance. And every listing the stairs and you're showing off all the major features. You just have to be the dancing realtor that'll take off.00:14:17:20 - 00:14:39:20UnknownI love that you're building homes. If you do neighborhoods, I would. I would relate to neighbor to some kind of production type thing. That's our next, right? Yes, we're working on that. That's fine, because you got elements. Take a while. But yes, you could. I think with that type of brand, it's exciting to buy into. So you're buying like the people.00:14:33:23 - 00:14:58:21UnknownYou'll probably max dollar on that if you bring it the right way. Those communities nice I love the dance thing that's like you could do so much stuff with this So think about you guys like how many other people? One He's got a value add in the fact that he's a developer, so he's got a lot of skills.00:14:48:23 - 00:15:17:11UnknownThe average agent doesn't. He's, he's not going into real estate then going into development. He's going the other way. He's going in from development, is going in the real estate. My guess is because that he sees like the nincompoop job that 90% of the agents do out there. Realistically. Okay. I just I'm not I don't like to talk trash, but I mean, it's I mean, I'm not trying to, you know what I'm saying?00:15:08:19 - 00:15:34:17UnknownBut I'm not here to knock anybody. But I have said on both sides of the table, I've seen, you know what you're saying? Not many agents sit on the side of the table. I've been on. And until you've worn every shoe, we've been on every side of the equation, you really can't speak to what is needed. Okay. You can think what you think people need, but until you've said in that side.00:15:33:04 - 00:15:52:06UnknownSo I've been a personal buffer. I built the homes, I've sold them, you know, I've had to do it all. I've I've been on every part of the equation. And now I feel like just sitting in to the agent side of it, I'll be able to bring together a package that your average agent, I don't believe will be able to do.00:15:51:02 - 00:16:12:24UnknownYeah, I would. Literally every time you have a closing, I would just do a quick reel and just tap dance across the closing table. Like just that alone would be great. You know it. That's a simple ten second video. You could just shoot on the spot that'll crush it. Yeah, everything about it. So, like, I love to, like, client events.00:16:09:24 - 00:16:31:18UnknownYou probably have some client events. You have you do dance offs. Like, very like I was going to do I was going to do a listening video was on. Have you ever seen Zoolander? Yes. Yeah. So you know how they do. You know how they do the dance off in the show? Yeah. Yeah. So I was we were we didn't we had it scripted and everything.00:16:28:01 - 00:17:01:09UnknownI wish we would have finished it, but we never got it. But it was going to be sort of like that, a dance off in the house. And we were really just comparing which house said the nicest features. But the point is, guys, that you're just taking story and personality and tying it into your marketing because which one is going to stick out more, right?00:16:43:22 - 00:17:26:17UnknownThe guy who's tap dancing across the kitchen or just the agent's like, check out this kitchen. It's got granite, stainless steel, right? It's what every agent says, Right. So at the end of the day, you guys, it's just more about sticking out the people who watch your content will decide whether or not they're going to hire you, not you.00:17:02:19 - 00:17:26:17UnknownThat That's right. Yeah. And you, you know, you hit a pet peeve of mine. I'll you know, we'll be in the house and an agent walk through and they'll say they'll open a door. I go, This is the bathroom. It's like, okay, that's you know, that's it, you know? Yeah, I think everyone knows where the toilet is, you know, So.00:17:21:20 - 00:17:45:11UnknownSo yeah, I mean, I think that's kind of where, you know, just, you know, having that extra value add where you're not just saying the same thing that everybody else is saying that you can see with your own eyes. I mean, tell me something about that bathroom. I mean, I know I can see it's a bathroom, but what's special about it?00:17:40:10 - 00:18:06:11UnknownIs it two feet bigger than normal? Is it you know, it's got you know, is the toilet extra long? I mean, you got you got to have something, right? You don't just wait out the obvious, you know. And I think that's kind of where, you know, and again, I don't really see I've worked with a lot of great agents.00:17:57:16 - 00:18:28:21UnknownA lot of great folks have been on my team. But I'm just trying to get that whole entire package because I think we'll be catering to a lot of people who, like myself, moved, you know, a thousand miles. And when you go through a journey like that, it crushes families. I mean, I watch it happen all the time.00:18:15:05 - 00:18:49:16UnknownI mean, they're just not I've done it for it. They're not prepared for what it takes to move. And you call a real estate agent and their job is to maybe find you a lot, maybe hook you up with a builder. But they can't vouch for that builder. They can't see You want to do the whole package from from build and your build to suit like from the whole entire thing.00:18:35:23 - 00:19:08:17UnknownThat's probably a really good opportunity because I have a I made the cross-country move to San Diego from Chicago and that was a pain in the ass. It's not easy. People don't realize how hard that is and they get into it and they, you know, the ones who are a little more savvy, maybe they bought houses, built houses, done that before.00:18:54:17 - 00:19:26:12UnknownYou know, they're able to weather that a little differently. Maybe if they've got the extra cash they can build ahead and then move on and all that. But for your average family, they're just not prepared for what it's going to take to make that journey. And I feel like that'll be a niche that will shine out here in Tennessee and also just, you know, you're hitting on a lot of things, but being being somebody, especially in real estate, you know, people spend their whole lives acquiring this wealth to buy this house.00:19:24:08 - 00:19:49:17UnknownOkay? And, you know, as an agent or as somebody selling, you know, we just look at it as a product. But to the buyer, they might have they might have 40 or 50 years of savings of their entire life and blood, sweat and tears that went into this, you know. And so are you the person that they can hand $50,000 to or $100,000 to and feel like it's in good hands?00:19:49:16 - 00:20:16:21UnknownI mean, this isn't just a product. This is a person's entire life that they're moving money around, selling the house they live in could be you know, it could have taken them 30 years to pay that house off. So I don't think a lot of people think of that in this business much. They just think of it as a product.00:20:08:10 - 00:20:37:15UnknownAnd I'm making money and my killings were great. And look at me and blah, blah, blah. But at the end of the day, these customers, it's their whole life is on the line for many of them. So I noticed he also has a this is pretty cool. I'm looking at one of your websites here and you have a 30 day tap challenge.00:20:29:10 - 00:20:53:24UnknownLooks like your passion here is to child obesity. Is that correct? Yeah, that's kind of my give back. I've always done after school programs and one of the initiatives we're getting ready to roll out here soon, it's not quite active. Hopefully it'll be active by the time this podcast airs, but we're going to be starting a 30 day challenge multi to create awareness.00:20:51:20 - 00:21:18:01UnknownMy goal is to create an initiative of 1 million taps for 1 million kids and I would like to use my dance career and my real estate career as I travel and promote do podcasts and to begin to create awareness that, you know, beyond our business and beyond ourselves, there are greater needs out there and those needs are the children they need.00:21:12:15 - 00:21:47:11UnknownThey need us. They need afterschool programs to keep them out of trouble off the streets. They need better health, they need focus. I mean, the list goes on and on and on. And I just don't feel like I could just ignore that. No, I love it. Just another idea here. Like when you have a brand, it's easy to market you guys.00:21:31:16 - 00:22:08:07UnknownIt's got so many different angles here. But if he's already has a foundation, I would create a give back program with your real estate career and give back 10% towards that foundation. And I would never market the actual real estate for sale. I'd market the good it does when they work with you. So that's a non brother. That's kind of where I was going to go.00:21:49:11 - 00:22:36:02UnknownAnd you're gonna think it's a I think it's a great idea because I love this call people great people will use you. It happens all the time like because they're like if people you could probably charge someone like on a listing 6% first and another agent will charge and 5% if you're doing something good with that 6% and you have a give back program where they know you're giving back to some sort of cause, they're not going to question your price.00:22:12:16 - 00:23:07:15UnknownAnd people only question price in the absence of value, passion or something that they're missing there. And we will all pay more for something we feel that would make us feel better. So if you're going to take all three of those, that probably be how you you market your program and you're just part of the idea. I was just the minute you said that, I thought, yeah, you know, I could take about a percent and say, okay, if you buy this house or whatever, you're going to actually sponsored this whole classroom to get this house.00:22:39:20 - 00:23:07:15UnknownAnd, you know, and you can even pick the school in your area. You can. And then he said he sends a client back a picture. They put the picture on the wall. That was a fucking billboard. For every day in their life, they're reminded about their real estate agent, and that's how it becomes a referral source. I really like you.00:23:00:14 - 00:23:23:17UnknownThese are great because that's where my mind thinks. And sometimes, you know, it's nice to have somebody else remind you that you're not. You're not thinking crazy because you're not thinking outside the box, you know? Yes. This is you got to always be thinking blue, ocean, blue, ocean, because that's all that matters in this business. It's just a popularity contest.00:23:16:23 - 00:23:40:24UnknownAnd if you're not different, you're a commodity. And when you're a commodity, you don't get thought about. You get passed over and you get taken advantage of, you know, and and you guys know this. A lot of realtors are commodities. And I don't feel bad saying that you guys know this. I see your complaints on all the social media threads and whatnot about how bad each other's agents are, but it's also the reason why 10% of the agents do 90 or 80% of the business out there.00:23:41:00 - 00:24:23:03UnknownIt's because the ones who actually treat it like a business do very well. The ones who treat it like a part time job or a salesperson do it very sporadically. Yeah, yeah. I would say I would say something that I noticed along the way is kind of going back to I mentioned earlier is when you sit down at that closing table, okay, you have a buyer and that buyer has 30, 40 years, all their savings, they're putting they've got a loan, their name, all their collateral is on the line.00:24:10:10 - 00:24:44:11UnknownThen across the table you got the builder. And the builder has put they've taken the risk, they've put all the time the energy, their their own money, their materials. They speculated they did all that. Then in comes an agent who has no skin in the game. They haven't they have nothing in there in terms of that personal commitment.00:24:31:06 - 00:25:04:16UnknownThey put a little time in and taken some photos and stuff like that, but they don't have nearly the level of commitment that those two other parties have at the table. And I think I think this is a word of advice for any agent that you could come into those closings and you could come into these these, you know, deals as with more skin in the game, because you have a business, you've got a reputation, you've got a future, you've got you know, you've got to think like that.00:24:59:01 - 00:25:30:14UnknownYou have to have skin in the game. People will appreciate you more. You won't be a commodity if you don't come across like you're just there for the check. Dude, I used to spend at least 40 $700 per client, right? And it was a mixture of dinners, drinks, closing gifts. Okay. You know, I would pick them up for showings like just little customer service steps that people don't do anymore, which is mind boggling to me because the goal is not to sell that person a house.00:25:30:14 - 00:25:49:17UnknownThe goal is to sell them five houses over the course of their lifetime and write the referrals around the when their family and yeah, their family and everybody else. But it just it's just mind boggling how many people just play the short game. And I get it. It's tough because the business is tough to get started. And so when you need a check, you need a check, right?00:25:46:16 - 00:26:08:09UnknownYou need to get that sale done. But if we focused more on just like what we're talking about here, guys, really is consumer experience, right? We're talking about the customer journey and how we improve that. And he's doing it through tap dancing. He's doing it through givebacks. What are you doing? How are you different? What do what do people really remember about working with you?00:26:03:23 - 00:26:27:24UnknownBecause the reason why 80% of people forget their agent's name after six months is because you make no impact on that transaction whatsoever. Yeah, that's right. I mean, and that's something, you know, it's an awesome opportunity. And the fact that, you know, 99% of everybody out there that's either going to buy a house or sell a house, I've never seen this.00:26:23:18 - 00:27:00:05UnknownNobody has, you know, a special agent on role Odile. I mean, there's a speed dial and Rolodex. They don't have this agent go to. They just when the time comes up, if you're in front of them, they pick you, you know, I mean, it's 80% of the time. Yep. They mean 80% of people hire the first agent they meet with.00:26:46:02 - 00:27:16:14UnknownYou just shows you it's top of mind brand awareness. Yep. And so I see opportunity with that because I don't see somebody who's like, No, I've got a guy I've worked with for 30 years, you know, leave me alone. I mean, I just it's probably one of the best businesses if you really think about it, to to reach out to strangers and have them be like, Great, I'm glad you got a hold of me.00:27:07:10 - 00:27:43:06UnknownI needed somebody like that. You know, it's yeah, it's crazy because every other business you got to really I mean, for the amount of dollars too, you're talking, you've got to really earn a lot of trust usually to work your way in and not in real estate. And so I see a lot of opportunity with that to for the long term as well as the short term.00:27:27:15 - 00:28:00:19UnknownBut it is a mindset. Yes, sure. Totally. I mean, you're a restaurant owner. It's like that's why restaurant owners who go visit the table still on Friday nights and say hello to all the gas, still crush it. Yeah. You know, is it that hard to do, too? That's the question is go to hard to do. It's almost like when we get so disconnected from like and honestly this might even should I'm started thinking about this now but it might be we were everywhere shut down for two years.00:27:53:15 - 00:28:26:24UnknownI've seen the difference in people interactions now. Like people were like, I can't even get people come in the office anymore, you know? And so imagine the difference. Like the person who's most personable you got to before you could. They have to personally connect with you before they'll accept you professionally. So you just focus on the personal guys.00:28:12:16 - 00:28:46:10UnknownQuit wearing the suit, tie loosened up. Don't be such a tight ass. Yeah, yeah. No, you're right. All the traditions of went out the window. COVID killed that. You know, nothing is going to go back the way it was. I sort of say it's like the packaging that you get from a new product, you know? Yeah, it all came out of the box.00:28:31:08 - 00:29:05:23UnknownWe're never going to pack it back the way it used to be before COVID. I don't believe I don't know it's ever going to go back to the way it was. No. And so now we've got everything's out of the box. And so, you know, it's a new world now and that way and but new opportunity because yeah, I was going to say that, you know, all these people are introverts now.00:28:50:23 - 00:29:25:24UnknownThey don't want to talk to you and they want to look as long. So as long as you can get out there and and be a personality and, you know, believe it or not, that's that's all those introverts will still want to use somebody who has a personality because they'll know that that's the person that's going to get their house sold.00:29:06:15 - 00:29:25:24UnknownSo, yeah, I see it as a wonderful opportunity if you're willing to step up, you know? Yeah, I agree. This is great, dude. I appreciate you coming on. Why don't you tell everyone unless you have any other closing thoughts here? I think we know this on the head. I want to want to tell how you guys should check out his show.00:29:23:04 - 00:29:39:13UnknownI'm going check it out this week. And why don't you tell them a little bit about that and how they can learn more about you. Appreciate that. Yeah, it's called Rhythm with views. Rhythm because I'm a dancer, views because of the great views down here in Tennessee. And Rhythm with Views is a reality show on Amazon Prime Apple TV Plus.00:29:39:13 - 00:30:06:05UnknownAnd you can get it on Google Play right now. And we'll be adding some more streaming platforms soon. Our first episode dropped out and I'm getting ready to actually start to go around the country and promote that. My major message that I'm really trying to let people know the shows where big construction meets big production. And so you'll get to come on there and see some fantastic, you know, dance scenes and things that you've never really seen on a reality show.00:30:06:05 - 00:30:23:18UnknownBut it's mixed in with following my real estate career. Just some tips. It's not a it's not a you know, a learn how to show. It's just going to kind of take you through some of the what I'm doing and give you some tips and some advice along the way. Generally good stuff to have and this a lot of fun.00:30:23:18 - 00:30:49:23UnknownSo yeah, I encourage you to watch it. And I also want to let everyone know that, you know, my message is that you can tap your potential. I started off with, you know, leg braces and asthma and was really would never even imagined that I would become a world class dancer. Here I am today. So it's a story of overcoming and everybody has potential and everybody needs to learn how to tap that potential.00:30:49:23 - 00:31:09:09UnknownAnd I just want to encourage you to make now the time to do that and to go check out the show, watch me dance across the waterfall, and hopefully have your mind blown, but at the same time be inspired to make now the time for your life to do something special with what you're doing. And so you can find me on all the social media as rhythm with views.00:31:09:09 - 00:31:28:13UnknownOr you can go to my social media as Atticus. Rea. Appreciate it, man. We appreciate you guys listening. Another episode of the Real Estate Marketing Dude podcast. If you guys want to visit, learn more about us. So once you go check out WW dot sweet assist dot com, we help you stay in front of the database through social media, video, email and direct mail in less than a couple hours a month is all you need.00:31:28:22 - 00:31:48:20UnknownBut if you're sick of people forgetting you're in real estate, you need to check that out. We'll see you guys next week. Piece All right. You do. Thank you for watching. Another episode of the Real Estate Marketing Do podcast. If you need help with video or finding out what your brand is. Visit our website at WW dot Real Estate Marketing dude dot com.00:31:48:23 - 00:32:04:13UnknownWe 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.

Education content is boring, we all know it. But how can we use it to cultivate an audience and improve our brand image.ResourceMark's Website Real Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:00:02:07 - 00:01:05:13UnknownTell the editor your name and the website that we're going to put in the show notes here. My name is Mark Sullivan and the website is Homeowner Dash Handbooks. Who are you ready to rock? Yes, to anyone.00:01:09:21 - 00:01:28:18UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webmaster Real Estate Marketing Dave and this podcast is all about building a strong personal brand. People have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them.00:01:28:23 - 00:01:37:23UnknownLet's get started.00:01:41:03 - 00:01:58:20UnknownWhat's up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude Podcast. Folks we're going to be chatting about today is and I'm basically going to dedicate the rest of this year to is being different, standing out, getting ahead, doing things differently. You're going to have to work a little bit harder in this type of marketplace.00:01:58:20 - 00:02:16:02UnknownAnd because of that, I mean, you're going to do things that you probably weren't used to doing. And when the market shifts, you have to shift with it. The ones who will stay and remain complacent are the ones who get their ass kicked in times like these. But on the flip side of that, I don't mean to be all doom and gloom because there's nothing but opportunity in shifts like this as well.00:02:16:02 - 00:02:32:21UnknownAt the same time. And it's only during a shift that you really build share market share, you build brand, you build huge opportunity because the shifts are when businesses are made really it's very hard to get ahead when everything is going well and everyone else is crushing it around you. But it's very easy to get ahead when nobody else is.00:02:33:02 - 00:02:50:19UnknownBut you need to know where that opportunity is going to be at so we're going to, you know, going forward, this is the second half of the year in 2014 and dedicate the rest of the year to sort of just standing out better serving. How do you become a better agent, a better lender? Why should people shoot, you know, choose, use what makes your shit not stink?00:02:51:12 - 00:03:10:20UnknownWhy are you the bottom? Why do people need to call you like that's a week? That's that. That's what we want to chat about. So I'm bringing on a past client friend, known him for a couple of years and he's a mortgage broker right now and you know, obviously mortgage brokerage business is down across the board. Right. So, however, he didn't stop.00:03:10:20 - 00:03:30:00UnknownHe kept working harder and harder. And I seen him working on this project that he's been building and whatnot, and I want him to come share his experience. But in short, what we're going to be chatting about today is how do you use education and how does that work within the buying cycle? A lot of times I see a lot of realtors try to create content and they try to create education, but it just falls on deaf ears.00:03:30:00 - 00:03:46:23UnknownIt never really works. They make a video or they make a post. They do it on Facebook and then it dies in the newsfeed and everyone forgot who the fuck they were or what the fuck they talked about. So how do you leverage education to convert, attract and get more business ultimately? So without further ado, let's go ahead and introduce our guest, Mr. Mark Sullivan.00:03:46:23 - 00:04:16:08UnknownWhat's up, Mark? Hey, what's going on? Mike Thanks for having me. Why don't you tell everybody a little bit about who the hell you are, where you at, and what are we going to be talking about today? Yeah, absolutely. My name is Mark Sullivan. I run a mortgage team out of Nashville, Tennessee, licensed in most of the Southeast and eight different states and built my business on the back of educating clients.00:04:16:08 - 00:04:43:23UnknownRight. Making sure that my clients, my clients stuck with me because of the education that I provide and the value that that I provide to my clients. So tell me about you. Obviously, you do a lot with real estate agents, I'm assuming. Right. So you work with a lot of real estate agents and I've never really it's crazy because we create a lot of videos, guys.00:04:43:23 - 00:05:00:16UnknownWe've done over 4000 videos like a scene every type of video could possibly create about real estate in space. And I can tell you that when you're creating videos on education, they're usually the least engaged pieces of content that you'll create, right? So if I create a video on the home buying process, I might get like ten views on that thing, right?00:05:00:22 - 00:05:22:04UnknownBut if I create a video about me dancing in a in an elf outfit at a listing, I'm going to get like 30 500,000 views on that video. But why is there a difference in content and it's not that one's bad or the other, it's just on you need to know. On how to use the content. Some of the most important content that you guys should have and everyone should have is education about why the fuck you're an expert?00:05:22:11 - 00:05:44:24UnknownLike Who the fuck are you and why should I let you tell me what to do on the largest investment of my house or in my lifetime in educational content is what we call core content. Core content is there. Everyone needs it. You have to have you imagine a hotel not having pictures of their pool and it's a resort online, right?00:05:45:00 - 00:06:05:16UnknownYeah, right. Exactly. No entities. That is their core content. Right. And you got to look at like from any other business, it's just go around other businesses just so you guys get in the right mindset because the question I'm going to ask yourself while I'm walking through these examples is if you visited your website, would you fucking hire you seriously, look at your own website and be like, Dude, would you would I hire myself?00:06:05:16 - 00:06:26:22UnknownLike, Seriously, what are my site actually tells people I'm an expert and why should they trust me? Because I'm a realtor. No one cares, right? That's where education comes in. So although it isn't like the most sexy type of content to create, it's the stuff you use over and over again with every single client. No one cares that your license, only one cares.00:06:26:22 - 00:06:46:24UnknownIs that your what you could do with the license? So how are you using education in your process? Like obviously you're more on the buy side, but talk to me about that. What do you do education wise? How do you leverage education to enhance the experience? But more importantly, make realtors look like freaking badasses because that's ultimately like your secret sauce, right?00:06:47:14 - 00:07:14:16UnknownRight. Right, exactly. And the difference I think the difference between the two videos, you know, the examples that you gave was the video's for entertainment purposes. Right. And the the education the education is more targeted. Right. You're shooting for a specific person that you're talking to and you're a specific audience that you're targeting things to. And so what we try to do is we find we find people where they're at in the process.00:07:14:16 - 00:07:36:22UnknownAnd when you have a whole when you have a whole learning center or a whole library of educate, then it doesn't matter where I find that person, I know where to place them. Right. If they if they're a renter, I know. I know to put education in front of them, that will make them a first time homebuyer if if their objection is that they have a low credit score.00:07:37:05 - 00:07:58:00UnknownI've got tons of credit score education material that I can put in front of these people. And, you know, they can consume at their own at their own pace and and start fixing their credit score. Right. If somebody comes up to me and says, you know, I get introduce somebody, hey, Mark's in the mortgage business. I'm like, Oh, yeah, I just bought a house for four months ago.00:07:58:00 - 00:08:17:01UnknownRight? That's that's like the ultimate thing for anybody to tell you, because they know that, you know, I'm not going to try to start selling them a mortgage or a real estate agent isn't going to start selling them a house because they just bought one. Right. That they're in the safe zone. But I go, okay, that's great. Hey, my clients, whenever my clients close, I always give them a gift.00:08:17:11 - 00:08:42:18UnknownAnd this gift is the homeowner handbook and it's a learning center. And half of it, not half of it, but a lot of it is based around being a great homeowner. I'd like to give this to you. Right. And that's that's usually where I leave it. But I hand that to them. I sign them up. They get a whole bunch of great value home maintenance videos about how to be an awesome homeowner and how to maintain their home.00:08:42:23 - 00:09:03:04UnknownAnd at least instead of saying, Oh, great, congratulations on closing your house four months ago, now I'm going to be in front of that person educating them on how to be a homeowner so that whenever I guess in the mortgage world, whenever the rates go down, they've already been been listening to me or whenever they're ready to buy a new house that they know that they need to come to me for a preapproval.00:09:04:15 - 00:09:25:12UnknownIt's a powerful thing because we all know that there's NAR stats out there that say that, you know, 87% of people say that they'll use their real estate agent again, but only 27% of them actually do the right thing. It's even less than that. Yeah. Yeah, that's crazy. Yeah, it's crazy. It's crazy because there's no power. All right.00:09:25:12 - 00:09:49:03UnknownSo well, I think the main point that the main point that I try to drive home is that when you have a robust learning center or I have a library of education, that there's nobody that you can meet out there that you can't slide into your environment and start educating them. If it's not right now for the future, yes, love it.00:09:50:02 - 00:10:10:18UnknownHere's what happens realistically. Like no one hears from anyone after they close. And like, it's funny because, you know, when you especially on the buy side, like your work or the client, you almost become friends with them. Like you have intimate conversations in the car, you're laughing together and whatnot. They're emotional, especially when there's like a couple. I mean, I used to go out to dinner with all my clients.00:10:10:18 - 00:10:24:16UnknownI was like sort of my secret. I would get them drunk and I'm like, they're you can ever cheat on me with anyone else. They're going to close all up. They're going all the way to the closing table. But that was I built a relationship. We go out to dinner, I would invest 3 to $400 per client just through dinners and whatnot.00:10:24:23 - 00:10:43:17UnknownAnd I did that strategically because I wasn't in it for their direct business. I was in it for the referral business because every single person they know they can refer me to. And that client experience is like what we're sort of talking about here. But Mark's taking it to a new level. What he's saying is like, All right, great, let's not only use education within the client like service.00:10:43:17 - 00:11:09:22UnknownThat's how everybody uses it, right? But how do we stay in front of them and continue to add value without being a douchey real estate agent saying, Hey, do you got a referral for me? Hey, do you have a referral for me? Hey, do you have referrals from me? Oh, don't forget, I'm in real estate. Hey, by the way, you get the latest market update, real estate market news, you can't if you guys just talk about real estate and buying and selling and self-serving interest with your database, they're going to tune you out because no one wants to talk about real estate listing in the market to buy it.00:11:10:08 - 00:11:32:00UnknownSorry, HGTV does a good enough job for that, so they're going to watch that real estate content over yours any day. So don't try to compete, but doesn't mean you don't stay in touch. How are you doing that? And like, do you have like a frequencies or touch schedule? So if someone closes on a house, you give them your homeowner handbook, they take the homeowner handbook.00:11:32:00 - 00:11:51:13UnknownAnd that's basically like, okay, here's how you save money, I'm guessing on like solar or this, and here's how you do this and here's how you do that and so on and so on. Yeah, sure. So the people that are going into the closing table, it all depends on how they enter the handbook. So we have the the homeowner handbook is a learning center.00:11:51:13 - 00:12:12:12UnknownIt's a library of videos and it also comes with a CRM, right? So it depends on when they enter the handbook whether if they entered as a first time homebuyer, they're going to they're going to start a campaign. We're going to start a campaign for them. That's going to just talk about homebuying. It's going to talk about being prepared for financing.00:12:12:18 - 00:12:33:19UnknownIt's going to be talk about things you want to think about when when buying a home, you know, then it's going to talk and it's also going to talk about credit score and things like that. Things you need to do to get ready for us. But if you're if you've just closed, like, say you want to my clients and you know, and or say your, you know, say a friend of mine, you know, that everybody gets right.00:12:33:24 - 00:12:54:01UnknownI just you know, I just saw a Facebook, a friend of mine closed on their house and it didn't use me. Right. So, hey, you know, here's a gift, you know, happy closing day and they get the handbook and they're entering as a homeowner, right? So they're going to enter it as, hey, congratulations. They're not going to get homeownership videos because that doesn't apply to them.00:12:54:06 - 00:13:23:06UnknownBut they're going to get is they're going to get is hey, it's summer. Now here's your list of things you need to do to maintain your home for summer. Right? Here's here's a, you know, here's how to, you know, replace, you know, your your your filter in your dishwasher and things like that where honestly, a majority of the homebuyers, you know, first time homebuyers for sure, that are in their low thirties, most of them have no idea that their dishwasher, even has a has a filter in it.00:13:23:06 - 00:13:41:22UnknownRight. It's little things like that that we're educating them a little bit further. So they're Oh wow. I didn't even think about that before. Yeah, that's a value. It's a value added way to stay in touch. It isn't self-serving. This is how content works. You guys like we're talking about content, education, it's all content. Like we have to create something.00:13:41:22 - 00:13:56:16UnknownYou have to create something to stay in touch, to stay present. Because if you're not somebody else's, I mean, that's just how simple it is. That's that's why those stats go like 80% of people would love to work with you again, but they just forget who you exist, who the hell you are. I mean, that's just the reality of it.00:13:57:00 - 00:14:16:09UnknownYou can never build any type of brand without staying in touch with people, whether it's people you're just friends with their family that haven't transacted with you or the ones you have. It doesn't matter. You have to always be marketing wherever you're at. I like to say ABR always be reminding wherever you're at because you never know where the next deal is going to come from.00:14:18:00 - 00:14:44:10UnknownJust think about from this point of view. There's a reason and we're not telling you anything that no one knows. I'm trying to get out of your head is why aren't you doing this? Because there's not a business in the world that doesn't have an email list. Like I just signed up. I went to visit on a vacation last weekend to Huntington Beach with my family, and Hilton's already sent me like four freaking offers or hi, wherever the fuck I was out, they said I got like four vacation things.00:14:44:11 - 00:14:59:00UnknownI'm like, I'm like, close to pulling the trigger on another one. They're staying in touch with me. I could tell what they did at the hotel last week. I'm like, Oh, cool shit. I wish we had went there this weekend. None of it is self-serving. It's just sort of like value added, right? So and that happens with any business.00:14:59:00 - 00:15:19:21UnknownIf you go to Home Depot, they start sending you coupons because a retailer has a version of value to their customer base as a discount. It's all shit. So what's your value base? What are you going to do? What are you going to give as a real estate agent or a lender? Even when you give give them tips, that's your expertize that positions you as the expert.00:15:19:21 - 00:15:46:04UnknownWhat is it like? How often do people stay in touch? I have like I'm all about staying in touch with people. That's my whole thing. So what are you guys doing? What do you see works best of actual. I you know I think this day and age actual value right it's less about how often unless somebody raised their hand and said, hey, I want to buy right now and then, you know, then you kick it into high gear and trying to stay in touch with somebody.00:15:46:04 - 00:16:13:05UnknownBut I think it's less about how often and how much value you're delivering. Like there's there's only there's only so many checking cash story recipes or happy girl cheese day, you know, kind of emails that you can send out. Like they don't nobody cares about that. But when you send something of value that they've even if they only read it for 15 seconds, you know, they, they decided they stopped what they were doing in their day to read what, what you provided.00:16:13:07 - 00:16:44:05UnknownRight. And I think it's value whether it's whether, you know, twice a week, once a month, I think that matters less. And in the buying cycle, especially the first time homebuyer, you're buying cycles 12, 24 months. Right. It's just that most agents and loan officers don't realize that because we tend to enter the buying cycle on that last 10%, you know, when they're when they're one or two months away and they've been learning for for 12 to 16 months already.00:16:45:06 - 00:17:03:09UnknownSo it's something then that we don't really think about. And honestly, most people are only equipped to provide the value that, you know, that they're equipped of about it. So if I'm a loan officer, I've got financing videos, or if I'm a real estate agent, I've got, you know, things you can do to buy a home videos, right?00:17:03:09 - 00:17:24:07UnknownBut if you team up like we've done here with the handbook and have experts from every sector educating on it, then then you can focus on what you do best and let the other experts that you've partnered with focus on what they do best. And I think it's I think the answer is value for sure. Yeah. That the other option is entertainment.00:17:24:07 - 00:17:38:14UnknownIf you can make people laugh, but reality is most aren't that funny. So that's a that unless you're you know, you've got to have or entertaining content. That's where video comes in and then you've got to get editors and all that stuff. So you got to get one or get a couple other mortgage people all over the country.00:17:38:14 - 00:17:56:17UnknownAnd I can promise you most of us are funny. So there's different categories of content or call it learning centers. I'll give you guys another example. I remember my old website. I know what happened with it, but my server's down. But I had a concept. It was just nothing. But it was a homeowner handbook as a freaking encyclopedia, Chicago real estate.00:17:57:07 - 00:18:15:16UnknownAnd I would just blog and write and write, but I would always repurpose. So I had a page on the site How to sell your house without a realtor. And that whole page was like a course on how to sell your house without a real estate agent. I gave them the local Chicago Association realtor contracts. I gave them the disclosures, I gave them my inspector.00:18:16:12 - 00:18:35:04UnknownI gave them everything to do the job without them, even my photographer, my videographer. And I gave him my whole checklist of everything. We do it marketing wise. So the reason for that is that I'm not scared to share everything and anything. Like I'll share all content. That's my share. I'll give you everything because I know that you need me to fulfill some of it.00:18:35:04 - 00:18:50:17UnknownThat's always been my sales strategy. So when I have a for sale by owner, what would I do? Do you think they want to talk to a real estate agent? Mark No. Yeah, that's why they're for sale by owner, bro. They fucking hate you. They hate you guys. All right, so. But yeah, I would try for some of that.00:18:50:17 - 00:19:08:03UnknownOh, that's fantastic. You know what? I just put a I basically have a gun for sale by owner course on my website. I'm happy to share with you to give you the contracts and all this stuff. I'm going to send it to you and we hang up. And the only thing I want to ask is that if you do have to hire somebody, I would love, you know that to be me or at least give me a shot.00:19:08:03 - 00:19:23:01UnknownBut at the same time, if you're going to sell your house without a realtor, I'd love be the person to show you how. And boom, they're like, What the fuck you say? And then you just you completely mind fuck them because you got to go backwards with it, right? And then they're like, Whoa, so you're not trying to sell me?00:19:23:01 - 00:19:39:16UnknownYou're trying to help me. I can't tell you how many times that works because if you if you really break it down, everyone assumes I'm going to do this, but I do the opposite. And then, boom, I have them. That was my hooker, my attention getter. But I at least had an excuse to stay in touch. I used to argue that people like I'd never would go.00:19:39:18 - 00:20:07:02UnknownWhy would you go after for sale by owner for the listing instead? I'd go after them to buy their next house. And then you should. If you build a relationship that angle, get the listing in a much easier way because you're not coming at it as self-serving interest. So think outside the box you guys like. And the other thing too is that when people have a very good experience with you, they refer you and no differently than you refer restaurant.00:20:07:02 - 00:20:27:24UnknownYou beat that or whatever it is. If they have a shitty experience with you, they don't refer you. They detract business from you because they tell their friends about how bad you are. That happens all the time. What kind of categories of content or would you call it learning centers? Do you see you've named a couple first time homebuyer, so maybe you missed.00:20:28:01 - 00:20:52:02UnknownWe have we have homebuying. We have homebuying which which right now is financing and real estate side income is they work they work together so well that we had a hard time separating that. But we have credit score. We are, I think, most of the most popular part of credit score is we have a seven part video series on the seven misconceptions of credit.00:20:52:10 - 00:21:16:00UnknownRight and home maintenance is the is is in the top three right. And that's that's after you already own the home. These are things you need to know about, you know, yada, yada. We talk about home inspections. Home inspections is one of those things my brother and a co-founder of of the him but is a home inspector and one thing and my dad's a home inspector.00:21:16:00 - 00:21:36:13UnknownSo like like I know I know how important home inspections are. And I think that a lot of people go into the transaction not understanding, you know, anything at all about what that home inspection supposed to do other than they were told by their real estate agent, you need a home inspection, right? You need to get a homosexual.00:21:36:14 - 00:22:03:24UnknownThis kind of breaks down. These are things that you should expect from your home and home inspector. These are things you should expect. The day of this is how to read a report. Right. This is I think the most important thing is this is what you should take away from the report. Right. And these are you know, these are all things that I think if if your client was more educated about the home inspection process, I think it makes all I think it makes the whole process less stressful, right?00:22:03:24 - 00:22:26:22UnknownYeah. Because I mean, anything anything that you do, you're more you're more stressed about things you don't know that are approaching than things you are a little more educated on that are approaching. Right. I mean, if you take a if you take an hour drive to someplace, you've never been that out. That drive there seems like three times longer than that.00:22:26:22 - 00:22:49:02UnknownOur drive back, because you're you're going over a road that you've already traveled now and there's less of the in your mind going, okay, what's going to happen next? What, you know, where am I going? And unfortunately, that's where that's where a lot of home buyers and that's how a lot of homebuyers navigate the homebuying process. And they're like, where am I going?00:22:49:02 - 00:23:16:02UnknownYou know, we also have an insurance module where it just kind of breaks down. It kind of breaks down homeowner's insurance. We're going to expand that a little bit more. But obviously, that's what's important in the homebuying process. And and a refinance process or homeownership process. So just knowing honestly, I don't know a ton I didn't know a ton about my first homeowner's insurance policy.00:23:16:02 - 00:23:43:10UnknownRight. It just so much numbers your coverage you're covered for $500,000 of this, you know, $300,000 of this. But you don't know what any of that's going to. And this kind of helps break that down so that, you know, to go to your agent and ask the right questions that I think a lot of times during the process, people just go for the lowest quote always and then they find out like we had in Nashville, we had tornadoes come through.00:23:43:10 - 00:24:07:19UnknownThey had I don't know, is it five or six years ago? And it just leveled leveled sections of a town called Mount Juliet. And we had people I had a few clients that bought a house, had their house completely, completely leveled. Two different clients. One had the house completely rebuilt. That ended up being worth $150,000 more than the house that they bought.00:24:08:04 - 00:24:33:02UnknownAnd another one barely was able. They had to come out of pocket, and it was a struggle for them to even begin rebuilding that house. And there was it was the same storm, two different insurance companies and two different insurance policies. It has a completely different experience because one was prepared and one wasn't. Yeah. Yep. And so that's basically the gist.00:24:33:06 - 00:24:54:21UnknownWe have a title module as well. The title module is just mainly to say what is title insurance? Because I bet 80% of the people listening to your podcast right now, even though they're loan officers and real estate agents, really have no clue what title insurance is. So it goes through that, Hey, what's the role of the title company?00:24:54:21 - 00:25:13:08UnknownWhat are they going to do? What do you expect when you when you when you hear from them and and things like that? Some of these modules, people aren't even going to open, right. Unless they're really dedicated to knowing everything about the process. Right. But the fact that it's there is the important aspect of things in my opinion.00:25:13:18 - 00:25:31:23UnknownWell, yeah, it's most and no one will remember. Like even when they see it, they'll just remember that you have it. So it's like if you have two different people and you have one person who has all of this, like collateral call it, and one person that just shows up and they have like a their outfit on and a good smile and you walk away and they give it to Bolton.00:25:31:23 - 00:25:51:02UnknownIt's about making that impression. So, yes, 100%. It's about the and the consumer experience and then the educating them on the process. But the touch points along the way are what are very key because I'm I think the whole damn business is about experience, consumer experience, because those are all selling the same shit, like everyone has the same products and services.00:25:51:12 - 00:26:10:13UnknownThe only difference between all of us is, okay, how is that person delivering those products and services right now? That's why we have owner advocate, for example, we have multiple seller options where we're talking a lot on the buy side. But, you know, we have a process we call owner advocate and on the sell side of that, we give them six or seven different ways to sell their properties.00:26:10:24 - 00:26:29:23UnknownSo very same concept just through education and all that is how we're converting and attracting seller leads. So but here's the point, though. This is your opportune idea to do something different if you don't have your own. Like if you don't have content that shows people you're the expert, then are you really the expert? As my whole combatant?00:26:29:23 - 00:26:51:12UnknownAnd then why don't you have that content? We used to do these. We're not doing them anymore. But there's many people you could hire or services like Marks has a service can that you guys can utilize with the homeowner handbook. But there's no excuse to not have this shit. Like these are basic sales tools you're not having. Your education is like a restaurant, not having a recipe that they cook every single day.00:26:51:19 - 00:27:16:07UnknownSame damn thing. Mark, any closing thoughts on here? And we'll get this wrapped up. Yeah, a few one. I'll take a I guess I'll take a page out of your I'll take a page out of your handbook and you know, say that, you know, whenever you're talking about your sphere of influence and you're talking about like 10% of people that you know are going to move this year.00:27:16:14 - 00:27:42:22UnknownRight. And the important thing is 10% of the people that they know that your friends know are going to move this year. Right. So it's all about controlling that sphere of influence. Don't if you put yourself where you're just self-serving. Right. And you're just salesy, salesy sales that nobody wants to refer to that it. Right. Because when when it's when it's friend, a friend, they want to help, right?00:27:42:22 - 00:28:05:05UnknownThey want to lead with a helping hand. So friend a, you know, your friend Cody wants to help his friend John buy a house or wants to help, but he didn't. But Cody doesn't know anything about home buying, but he's. He's in the homeowner handbook, so you can say, Hey, let me share this with you and I'll give you a bunch of education that will help you at least, you know, start to navigate what you're looking for.00:28:05:07 - 00:28:26:19UnknownRight? That's something that a friend would love to share with another friend and help get you down that path we offer for those. There's a lot of people in our industry that are afraid of a video camera. I shouldn't say afraid. They just don't want to do it. That's not part of that's not they haven't they haven't devoted that part to their business plan.00:28:26:19 - 00:28:50:08UnknownThat's that's fine. We've got that solution for you where you can just leverage our videos. We also have a solution where you're creating your own content, you're putting your own content into your own learning center where you can take when you want. You can take control of that process, and instead of them listening to somebody else talk, they're listening to you talk and making you more of an authority.00:28:51:00 - 00:29:11:14UnknownBut again, if that's not that's not up your alley. If you're not comfortable on camera, use our videos. And then the CRM that's attached to the handbook. Let the CRM that CRM is coming from you. Right? Those emails are coming from you. Those texts are coming from you. And all of that value is going to have is going to have you branded on it.00:29:11:18 - 00:29:45:02UnknownYou're branded on the learning center. It'd be homeowner dash handbook you're slash you know dot com slash your name handbook and your picture on it so this is something for everybody and it's something to just to get education out there because the last thing you want your future prospect doing is being out there on Google Learning most mostly wrong information from sources that are going to take their information and sell them out.00:29:45:02 - 00:30:10:17UnknownBut why don't you tell them if you guys are interested in learning more about Homeowner Handbook, tell them what the website was just so they can find out. Yeah, for sure. We actually have a special site just for you. It's homeowner dash handbook dot com slash sweet assist where you go. If you go there if you go there the landing page, it'll tell you.00:30:10:17 - 00:30:30:16UnknownIt will remind you what the code is. But you get 50% off if you use the code suite, assist you fit yourself the starter package and you get 10% off the pro package. And if you have any questions, please don't hesitate to reach out. Love it, folks. Take this opportunity to look in working on your business. What can you do to stand out?00:30:31:00 - 00:30:55:20UnknownOut compete up brand OutServe and just be different? That's what's going to work in this market. And although things might be a little bit slower now, things aren't dead and people are still going to move no matter what. So whenever things are moving again, then the last one standing are the ones who always reap the benefits. So I've seen this happen many, many times and I'm going to make a wild prediction and I'm going to say it's going to happen again.00:30:56:05 - 00:31:18:16UnknownSo appreciate you guys. Just another absolute reality marketing do podcast. We will see you guys next week and visit us at Sweet Assist with assist dot com. We'll see you guys by peace. Thank you for watching. Another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW W dot real estate marketing do dot com.00:31:18:19 - 00:31:48:03UnknownWe 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.

Today we are talking with Zach Beach and we are looking at creative ways to expand your skillset and diversify your offering. If you are still doing things the traditional way, then you are blending into the crowd with a million different agents.ResourceGet a Copy of Zach's BookReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What's up? Ladies and gentlemen, welcome to the episode of Real Estate Marketing Dude Podcast. Folks, the market has changed. We're going to change with it. And what we're gonna be talking about today is a way to do that. If you're still doing business, the way you have 12 months ago, you're probably suffering. There's a reason why 60,000 real estate agents that I keep saying is probably 40,000.00:04:11:23 - 00:04:27:04It's going to be 150,000. It doesn't matter because when the market shifts, people don't know what to do. And most of you've never seen a shift in your life. And to the tune of like 80 plus percent of all real estate agents have never seen a shift. When the shift happens, it's the opportunity. This is when people make their money in real estate.00:04:27:14 - 00:04:42:20And what we're going to be talking about today is a creative way to go ahead and do that. If you're are a real estate agent or your lender and you're still doing things traditional, there's nothing that makes you different. The reason why some people make a lot of money in real estate is because they do things no one else knows how to do.00:04:43:01 - 00:04:59:00And that's why we're going to chat about today. And the more problems you can solve, the more money you will make. And if you're doing what everything else does, like every other agent, there's a million of you guys, a million real estate agents. Great. I could go out and sell a house. Good. Fucking big deal. I have access to the MLS to anyone can sell a house.00:04:59:00 - 00:05:20:00It's how you sell it that makes people hire you. It's the value you bring to the table, which is a skill set. Today we're going to be talking about creative financing in real estate so you can see how you do deals, how you can advise on deals and bring value to the table. Because the one who does is the one who's going to not only succeed in this market, but they're going to take market share.00:05:20:07 - 00:05:41:06So without further ado from smart real estate coach dot com, we have Zachary Beach to come in and schools today. What's up, Zach? Why what's going on, my man? I couldn't agree with with I couldn't agree with you more with most of the things that you said there. Although I'm not a real estate agent, I work with many real estate agents and show them how to get on the investment side.00:05:41:21 - 00:06:05:15But also my partner was a broker owner for 18 years and my other partner was a realtor for eight. So totally get that side of the business. But now is the opportunity, especially is less opportunities in the traditional side or rear in their heads. Now is the opportunity to get on the investment side, especially in an unstable market, which is exactly where creative financing it's said every real estate agent should be in investing.00:06:05:15 - 00:06:21:02Like if you're investing, you should. I mean, if you're sitting and you should be investing. ECOtality doing if you're not that's all purpose because you'll burn out. I burnt out ten years in a real estate agent if you're really doing deals like if you're doing 30 plus deals a month, 40, 50, 60, you're burnt out after ten years.00:06:21:02 - 00:06:36:21It's it's a hard business and it burns you out. So I ended up in San Diego. But let's get into this thing on on creative financing. And one I want you to tell us a little bit about what type of creating financing you're doing. So I know the exact property types and all that, and then I got a whole bunch of other questions.00:06:38:06 - 00:06:59:16Yeah. So, you know, me and my family have been buying specifically to create a fantastic for over ten years now, we've been teaching people on how to actually execute our creative financing strategies with our trademark three a system for about ten years now as well now have done hundreds of millions of dollars worth of deals without using cash, without using credit, without going to banks.00:07:00:07 - 00:07:27:20So the three strategies that we used after we kind of utilize those three things as, as our, as our rules per se are our lease options buying properties subject to the existing loan and seller finance. So a lease option, really, all that is, is just the ability to control an asset without ownership, with the intent to go ahead and sell it on a on a lease option, most likely owner financing it.00:07:27:20 - 00:07:46:21Just when you're you're speaking with sellers and you're solving a seller's problem and they want to be your bank. And this goes great with a lot of people that have, voila, equity in their property or have no debt where it's second homes or have inherited properties. They see that asset or they see that property is now a liability on that asset.00:07:47:03 - 00:08:11:09And you can go in and step in and they can get some cash flow from it. I lost a lot of tax benefits associated with it and then the last one would be buying a property subject subject to the existing loan, which really is the complete opposite of owner financing. It's where a property has little equity in the property and you go ahead and you close on this property subject to the existing loan, meaning the loan is going to remain attached to the seller's credit.00:08:11:16 - 00:08:31:06So that can be paid off. But title will transfer to your business. And that's that's how we control these assets own these assets. And then our primary exit strategies are rent to own or owner financing as well. So we do two creative on both sides. Okay. I need to talk to you about something after this podcast on that.00:08:31:13 - 00:08:48:11All right. So let's start let's dig deep in. Let's let's lease option as lease option, give you equitable right their interest to go ahead and actually like do show with the property. So I could dumb that down for people. Yeah, 100%. I mean, that is basically what at least that option gives you the ability to then go market the property to an end buyer.00:08:48:17 - 00:09:12:11Our end buyers tend to be people that need time in order to qualify for loans. Is the UN bankable people and what they really need is time. So that's anybody that has a legitimate hiccup in their credit, somebody that is an entrepreneur and a self-employed business person because they need seasoning. It could just be anybody that right now that needs time because they could qualify for a loan at 3% and now they can't qualify for 7%.So these are legitimate buyers that just need time. So, yes, the lease option agreement and we do it slightly different, which is which is really important. If you actually if you have people that have done creative writing deals, listen, this podcast, here's a small tweak that you can make right now. Or if you're brand new at real estate investing, you're going to be doing it right day one.And I think it's different than what everyone else is doing. And that is when we go ahead and lock down a property in our lease purchase agreement, we actually lock in the position of the seller and all we're guaranteeing is paying off the loan in the future and giving the seller the equity that we locked in to. The difference between us and someone else is most other people's lock in a purchase price.So they have zero protection for a down market and they don't get the benefit in the principal pay down or the appreciation as much of the appreciation on the property. So really cool tweet there for you as well, Suze. We're controlling that asset now. We're going to go ahead and sell the property on a lease option as well.It's also known as a sandwich lease option. So what's it out there? A scenario of that? Because here's where I think a lot of agents, if they're putting together these deals and whatnot, most you guys are lenders or agents listening to shows. I'll speak through that. Give me a scenario where I'm coming across and where this might be just my play.So like because books here's what the reality is. You see a lot of distressed deals and people are going be open to these type of conversations. Right. And you need to know how to take them down, not only just for yourselves, but like you might have some other client. You're doing this on behalf and ultimately you just need to know how all this stuff works because it just puts you in a different category.So give me a let's do it like an example, like how this would play out. Yeah, absolutely. So if I'm if I'm also listening or listening to this and I'm looking through this as a lender or a or realtor lens, right now, if I'm a realtor, I'm sitting and I'm saying anything that doesn't fit inside my current box because I'm not I'm not suggesting after you listen this podcast, that you completely throw out your normal business.You keep that running everything that fits inside of your box and anything that does not fit inside of your box. All right. Well, now you have options for you solve a seller's problem because that's all creative financing, is it just we have different tools and mostly more tools to solve someone's problem because we don't fit inside a box.And then if I'm a lender, if I'm a lender, I'm able to add a realtor, but I'm looking at more probably the buyer side where buyers that cannot qualify for loans and it's roughly 60 to 80% of the market right now can't walk into a bank and get a loan because they need time and they need more money down.I need higher credit score. They need to see if I'm the lender. I then look for somebody selling all these options to help them work on their credit. And then now you're banking on that. You able to sell that loan in 24 months or 12 months or 36 months. So you from a lender perspective, you said something important is that here's where because here's the here's what happens is that a lot of the real estate agents and guys, this is another option you offer.This is another service you offer. Just doesn't have to be the only service you a vast majority of buyers are looking to go listed. You're out. People buy the same way for you, so don't overthink this. But he says something really important is that because here's here's where all agents come through. I have a fiduciary duty from the National Association of Realtors, and I need to always act in the best interest of the seller.Folks, highest and best dollar is not always in the best interest of the seller. Get that shit out of your head. You have to realize that the only reason people like Zachary and the other millions and millions of real estate agents are investors in the world. Exist is because they're nothing more than just problem solvers for people that have house issues, period.That's all this is. So there is no taking advantage of people. When you're just 100% transparent, tell them exactly what you're doing. But trust me, they will never sign off on it if it's not doing them a favor. And if not, you're just not practicing ethically and you should get you're asking, but you know, you could be ethical and be a real estate investor.There's a million ways to do it. So because I know what people are saying oh at I'm that means you're going to that's that's fraud. No, dude. Yeah. I need to understand how how it works. And if the seller is not willing to play ball well, then it's just not an option for them. But when they are in these situations, it is.So the lease option would be somebody. What's the seller scenario on there? Who's more likely wanting to do a lease option? Yeah, I'm glad you brought that up. So lease options, I mean, they don't they're kind of a best seller, but it's the simplest way to start creative financing. So a lot of real estate investors start there because they can solve a seller's problem and not have title transfer.So these are the deals you hear. It's like no money down deals and creative mindset because even if you bought property and you didn't have to pay a seller a down payment, you still have to pay for closing costs. So these are the no money down deals. So if you know a seller that is interested in getting top price is interested in not paying a realtor commission, right?Because they want to maximize their profits, but most importantly, is willing to wait for their equity because they would rather maximize their profit. So that's an important distinction when it comes to creative writing that is in it. In a scenario where a seller has equity, their their pain threshold has to be greater, that they want a higher price or more profit than they need their money now.Yeah. So that that tends to happen. But also, I mean there's about 80% of our deals that we've done over the past ten years just in creative writing are coming from expired listings because they've gone on the market, they've received feedback, they either agreed with it or not, and then their options are Now do I go list in take on that feedback like I got to paint the house or I going to lower my price or I get to do X, Y and Z or they find something like us.So it's like, okay, I get it. The traditional market didn't provide you the solution you were hoping for. So now here's how we may be able to structure the deal. And then now they can go ahead. And instead of going through another six month process, they can now go ahead and actually make a move and we can close on this relatively more quickly.So that's where a lot of the deals come from that are for sale by owners because there's people out there that will not no matter what, even if you're the best age in the world, hire a real estate agent. Yeah. So now we can go direct to them and now we can structure something that that solves the problem.So again, if I'm an agent, I'm listening because I'm assuming a lot of agents you've been directly I'm listened to this podcast and that is it's you you can make multiple options for somebody where you can say, here's what this looks like. If I list your house and here's all the benefit you're going to get, here's the profits.But also here, I just want like, you know, I buy real estate here. I can provide some solutions. Here's what this may look like, because you mentioned a point earlier which is not all highest and best is always the best option for people. Sometimes people come to us because they want time and flexibility like they don't want to sell and immediately have to leave their house or somebody is behind on payments and they need that thing to be caught up immediately.And they can't wait 90 days to close or 60 days to close or somebody is has no equity in their house and they actually have to pay you out of pocket in order to close on this deal. So just so many different scenarios like that makes sense. So somebody that the lease option that would be someone who has what's their equity situation usually like or is it just more of like like let's just paint a picture for the market right now people what seven at least in my markets in like California 7% interest rate on like a $1.5 million house is a big difference than a 4% on a $1.5 million house.So what? But a lot of the people out here have a lot of equity over the last few years. The reality is it looks like things aren't selling the way they were because of the interest rate hike. You know, it's sort of buying people in the house. So the problem that people are having, those, they can't sell that house that they live in.Now, if that's primary owner. Yeah. And then replace the same type of lifestyle with a comparable property. So that's issue number one because it's a lot smaller house that they would get at today's rate. The second half of that is that a lot of these people aren't able to sell what they think it's worth and people are starting to come to the reality of like, Oh shit, the market isn't quite what it is, but they might be willing to wait for it to come back.Is that an ideal scenario here? Someone who can't sell right now, but they're willing to wait and then they have a tenant with an option there and then yeah, here's here's three. These are three general managers, three generalized say motivations or problems we for sale is whether it's a lease option subject to owner finds it perfect what is they want to maximize their profits to is they need debt relief or three is they're settling for they want a poor estate or tax planning purposes.00:18:01:01 - 00:18:26:15UnknownThose are three reasons why people would go a creative financing route because yeah, you're right, there's a lot of transition right now in the market. There's a lot of things that are happening where sellers are unable to sell their property for what they owe. And now exactly what you're saying, which is they have this idea of what the price the price was 6 to 12 months ago, and now they have unrealistic expectations of their house.00:18:27:05 - 00:18:53:09UnknownSo if I'm a creative financing real estate investor, although I'm not suggesting you always buy market or above market, but what I am suggesting is price is just one of the terms that we care about. If I buy your house right now at Market value and even though it's slightly inflated and I have ten years to pay off and I have the benefit of principal pay down, I'm going to cash flow that thing and I'm going to sell it at a higher price to a tenant.00:18:53:09 - 00:19:17:06UnknownA buyer, I don't know. That price is always a small factor in my decision making process, where the traditional market is like the number one factor in their decision making process. Now, it's actually more of a factor, I would say, than even the interest rate on the property, because most people buy for the price or you know, what they did during cover with support for the interest rate and not the price.00:19:17:06 - 00:19:40:00UnknownAnd now we're seeing what's happening with that, which means people under underwater. So just those three factors tend to be and I know they may be generalized, but it's all about solving someone's problem because I could buy a property on a lease option that has no debt and just the seller does not want to give up title for tax planning purposes or the benefit of ownership.00:19:40:16 - 00:20:03:20UnknownThey also might not want to transfer title because they don't trust me, which is understandable for some, and they can also buy a property. We always decide we're on a lease purchase which has zero equity in the property and if that's the case, it just the term length is going to be more important to me because any time I'm buying a property with no equity, I need two things to happen.00:20:03:20 - 00:20:25:21UnknownI need the price to appreciate over time, which you and I both know, especially if we go through cycles over time, it's going to always increase and I need the principal pay down to go to pay down on the interest and the mortgage balance on that property over time because then that creates equity. So we bought a we said we bought a lease option from a seller for ten years, ten year lease options.00:20:25:21 - 00:20:50:18UnknownYou just want to give up for whatever reason up in Northern Massachusetts, she relocated to D.C., got another property, get a new mortgage, and she had a vacant house because it expired off the market for about six months, was paying 20 $300 basically just to keep it up. Never was there. We were able to solve that problem because we stepped in to start making those mortgage payments, filled the property with a tenant buyer.00:20:51:05 - 00:21:09:11UnknownThat lease option lasted up to eight years on that house. She had no equity at the time. That property ended up netting about $170,000 over the course of the time frame. For her, for me, for us, not for us. And she was able to walk away and not actually have any problems, which, you know, that solves their problem as well.00:21:09:11 - 00:21:28:13UnknownSo I you just you, you name different scenarios and different all different facets of life and all the people's different challenges. And it just the decision making for them is that they want to wait for well, the seller of that she got the price she wanted to back then she's locked in for eight years. But she also gets there's eight years of write offs and all that, right.00:21:29:06 - 00:21:50:10UnknownYeah. Plus she sold the realtor at the time. She would have paid, you know, 15,000, $20,000 out of pocket the between realtor closing costs and she was paying 80 plus about $12,000 by making month, even though it's going to hurt you know it was 2000 dollars amortized right but she's still paying out of pocket that's $12,000 six months with a vacancy.00:21:51:00 - 00:22:09:14UnknownWe were able to solve that and step in and solve a problem really quickly. And she saved money and that we had an asset that we can now go in. So it makes sense to me. I think the seller finance has a lot of opportunity coming up with a lot of these people that can't sell their properties but have equity and are willing to carry paper.00:22:09:22 - 00:22:31:01UnknownCan you talk a little bit on that and you see an opportunity with seller finance more so now that the rates have gone up and the market shifted, then prior? Oh, it's always been one of our favorite strategies we primarily were targeting and it's still due to this day. But I say targeting meaning like we're we're going to do direct mail pieces or looking for a specific property type.00:22:32:04 - 00:22:58:20UnknownIt's we're looking at debt free houses, huge benefits for you as a real estate investor and a lot of tax benefits for the seller. If you can if you can strike a deal with them and solve a problem where now you in the seller get to determine the terms of the mortgage. How powerful is that? Yeah, because if you go ahead and buy a property traditionally who controls the terms of the mortgage, it's the bank.00:22:58:24 - 00:23:17:00UnknownThey tell you how much money you need now, what your credit score needs to be, what the immunization schedule is going to be, if there's, you know, if there's any other collateral, it's just it's insane. So when we go to buy a property now, it's if I can solve the seller's problem now, meaning the seller, I get to decide what the interest rate is, if any.00:23:17:02 - 00:23:39:03UnknownThere's plenty of deals that we do where it's 0% interest, and you must be wondering why people do that. Lots of sellers because they're getting just principle month over month, don't have to go ahead and report for interest as income. So we have different strategies where I can actually pay a premium on the house but pay in principal only.00:23:39:21 - 00:24:01:20UnknownAnd now the seller's actually getting the full amount in place. And as far as capital gains go, they get to stretch it out right over how. Yeah, that's really time frame we're doing. So you here that is. But this is the skill set I opened up with you guys is you have to like know this shit. Like you have to know what tax advantages are for seller so that you can present that.00:24:02:05 - 00:24:15:01UnknownBecause if you look at the numbers, it looks like a bad deal. But when you actually do the math, you're like, this is actually a good deal. When you talking about if you don't know how to explain that to it to a seller, you know, I don't know what to tell you. This is where you need to sharpen.00:24:15:01 - 00:24:34:07UnknownThis is what people look for in these markets. But look what he's saying. You guys at every every other sentence he's saying problem, solve, problem, solve, problem, solve. And that's the key here is that you're in business to be a house problem solver. You don't have to overthink any of this stuff, in my opinion. Let's get into the marketing of this because I know people are going want to ask about that.00:24:34:20 - 00:24:58:22UnknownHow are we finding these types of sellers? You mentioned one, he's going after debt free houses, but how else are you locating? Yeah, so I it's these people because agents are like, oh, it sounds easy, but it's not. If I'm an agent, I am already in front of how many people per month. Yeah. Where I can make additional offers.00:24:58:22 - 00:25:24:21UnknownSo if you're already involved in real estate investing, where you're an agent, you're lender, you're a wholesaler, you're a fiction flipper, you're buying like you're already in front of people. It's now and you can just pick up one extra deal per month or every other month. It makes a dramatic difference when we look at our deals. It ranges from, say, $40,000 on the low end semi over the course of about 24, 36 months on average, up to $250,000.00:25:25:18 - 00:25:43:10UnknownThere's there's deals in which are just 60 months and there's multiple six figures just because of how they're structured. Yeah. So I'm saying that because you don't have to do as many deals. It's not like this. This does have to be a high volume business if you get the right deals. We have a we have an investor up in New Hampshire.00:25:43:13 - 00:26:06:08UnknownHe's done five deals. They all averaged over $100,000 over the course of 48 months. And just because you have a full time job, two or yeah, he was a he's a government contractor and he's just doing this on the side for his retirement. Yeah. But again, back to your point, as far as marketing goes, it's it's really simple in our we we pull expired listings to cancel withdrawn for sale by owners.00:26:06:14 - 00:26:24:24UnknownWe make direct contact with them. We reach out to them via phone and as though they doing it maybe 3 hours to go make it a handful of deals and reach out to a couple people. I set up an appointment with a seller that has he has got a lot of equity in his property, but there's tenants he doesn't like and and that's why he's selling.00:26:25:02 - 00:26:47:09UnknownSo really can solve this problem rather easily as he could still cashflow this property. And I get cash flow too. And he's still a professional company instead of a tenant. So dear landlord then and then. So we have that and then you have direct mail pieces that of course lead to, you know, a virtual assistant pulling together the information and then you're following up.00:26:47:21 - 00:27:05:06UnknownIt's really we try to keep this three as uncomplicated as possible and shore up your as you grow and scale, you can do Facebook ads and Google ads and you can you can spend a lot of money on online marketing. Or it could be you could spend very little in this business too. And so generate the deals you need.00:27:06:02 - 00:27:22:15UnknownYeah, it goes back to the if you have a budget and you can leverage your time with it. Right. But if you don't then you need your time to do the work. So but I want he said something else a couple you guys this isn't like a every agent like if you're full time or what if you're in real estate full time.00:27:22:15 - 00:27:35:07UnknownWe got to way. You're right you could be title rep. Listen, this doesn't matter. This is like something most people I see get into real estate investing started on the side, literally. They're like, Oh, I'm just going to do a deal or two and see how it goes. Like, Oh, fuck, I made a lot of money. I mean, go out, do this deal.00:27:35:07 - 00:27:51:11UnknownI'm going to to a year and three year and something you could grow passively, but it is something I would put on your radar this year, you guys, because I mean we're targeting distressed hard I'm such in my entire model I'm going right after the distressed markets but I know what's coming and I'm well ahead of all of you guys.00:27:51:11 - 00:28:14:21UnknownI'm like three years ahead of you guys. It doesn't you don't have to be. And I'm not saying that in a bragging type of way. I'm just saying I know what's coming. And, you know, over the last 12 months, I've been sort of formulating our idea. We're doing a lot of sale leasebacks. For example, there's different creative options that we're putting in there because people are going to look for creativity because the traditional listing isn't as easy to get rid of the property.00:28:15:04 - 00:28:34:19UnknownSo you're going to see a lot of these opportunities open up. Mark my words, I guarantee you it's going to happen. Would you agree with that? I think in every market, too, I don't care where you're at in the country. I'm positive this is going to happen. Guys. Yeah, I'm not as I would say, I'm not as decisive as you on that as far as how how drastic the market's going to shift.00:28:34:19 - 00:28:55:08UnknownAnd I think we're all due for a market shift no matter what, especially with the unprecedented times and COVID and what happened afterwards. I think there's a reason why creative fighting is like the number one and talked about and searched on subject right now talk about being ahead of our time. We've been doing this now for over ten years just in this market.00:28:55:08 - 00:29:20:09UnknownI'm just in creative writing. I haven't done anything else in real estate investing since the 2008 crash. And we've noticed, as always, when there's turmoil in the market now, creative financing options become a a more normalized, traditional way of buying and selling real estate because when there's turmoil, that means that the market needs more help, needs more solutions.00:29:20:13 - 00:29:46:07UnknownYes. And that's exactly what we're seeing right now. We're seeing more deals and better deals because we're able to really saw people's problems. And as you're saying, what's interesting is even if people aren't distressed because they hear so much noise, they actually feel distressed, which means that there are actually there's a lot of sellers that will sell properties either below market or more creatively just because they hear everything that's going on.00:29:46:07 - 00:30:02:02UnknownAnd although they're in a really good position, they don't feel like they are. And now we can go ahead and step in and solve that problem as well. You feel like the temperature's changed with sellers and you guys are doing a nationwide thing if students all over. But and because before it was like sellers are sort of dicks like fuck you, I'm not going to sell my house, this thing is worth it.00:30:02:03 - 00:30:34:08UnknownThis is the Taj Mahal. Like no one's touch this thing for less than $10 million, but now they're starting to open up a little bit. Right. And it takes 6 to 8 months for that to happen, which is I think we're there now because it's hard. The market is always lagging behind, even like I remember back in 29 or 2010 when the market was depreciating so fast that the comps on paper were showing higher than what the true values that people are willing to pay big are a major issue in the BPOs and the appraisals at that time, because the market was depreciating fast and it was going up.00:30:34:08 - 00:30:53:00UnknownSo in the last six months of comps, if you're Joe with a 200,000 or sales price, but that's not 175. Well, you're at a there's it's hard to get the bank to accept that but it came I caught up. So you're going to see that in this market as well. And I think there's going to be more. More and I'm not saying you get fucking like crazily distressed.00:30:53:00 - 00:31:15:05UnknownI just think that there's going to be people I know there's people with higher credit card debt right now. I know that the people who bought in the last 12 months are all underwater that got FHA or VA financing. So there's dire situations that now on the flip side of that, their payments are very affordable. Right. So you don't know what they're going to do with it and we don't know if people are going to do that.00:31:15:05 - 00:31:33:15UnknownBut what I know is that there's people that are looking at their houses and what they do with them in way more creative ways than they were just in school. Listed on Zillow or for sale by owner. But on the MLS that's going to make a whole lot of money. Yeah, I'm Mike and I think it's important that you hit on exactly what you just said, which was one of our strategies buying property subject to.00:31:33:15 - 00:31:51:09UnknownI mean, what we're what we're doing right now is we're buying properties with 3% interest rates, two and a half percent interest rates where nobody else can get access to 7%. So as long as you can solve that seller's problem, because if I'm a seller and I'm underwater, I don't know where to go. I'm not a real estate investor.00:31:51:16 - 00:32:08:10UnknownYou know, we know. Sit tight, wait or move out and turn into an asset. And because you get it, because you get cash flow on it. But most people don't think that way. And now all of a sudden if something dramatic cabins they walk through these exit. I like this scenario let's walk through it so they get an idea.00:32:08:10 - 00:32:32:15UnknownSo let's just say and we're actually have one here in San Diego and most of these loans, you consumer the early FHA or VA, is that accurate? Can you assume a conventional. Well, I'm not assuming anything. Just I mean, the because there's different I'm thinking of subject to mortgage but you could actually assign mortgages to and there's a lot of real estate agents you're doing stick VA's VA loans you can assume if you choose to.00:32:33:03 - 00:32:53:06UnknownBut remember my rules or our rules, and that is we don't sign personally on debt. So what we're doing and I know with the subject deals, the number one worry is about the down sales clause and everybody freaks out about it. But the truth is, it's like, do you want sales calls? And I have a specific measurement, but I have heard of very few do on sales scores happening.00:32:53:21 - 00:33:23:24UnknownBut I know that there are techniques that are attorneys have suggested how we acquire the properties primarily, primarily through family trusts because the Garden State Germain Act, I think it's 1982 or 84 states that a do on sales clause cannot be called if it's for state or taxpaying purposes for a transfer of title. So then we just buy the trust that is like one, two, three, Jump Street Smith Family Trust, and we're the beneficiary of that property.00:33:24:15 - 00:33:42:12UnknownI like it. It's very smart, though. So and at the end of the day, a lot of these deals in which we're doing, is it worth the risk of the on sales clause being called? Because there's other ways to pivot, too, because basically the bank saying that they're going to foreclose and do on sales. And how long does that take?00:33:42:14 - 00:34:13:16UnknownMany times. In many cases, it takes a long time. You can exchange the beneficiary back to the seller in order to protect the seller, you could sell the property before it's fully been completed. There's just so many different ways in order to structure these. And in most cases, because I can already hear people saying, in most cases, when we buy properties like this, we're actually improving the seller's credit because most of this most of these circumstances, they may be behind on payments or they don't have any equity in their home.00:34:13:16 - 00:34:37:03UnknownSo we're actually improving the lives of the sellers by doing this because it's still attached to their credit. And they're they're benefiting from that because we're always making our payments on time, because at the end of day, it's our asset. We're trying to get this thing the finish line makes sense. I could do it. Any other things? Thoughts, wild things you want to see or mention?00:34:37:03 - 00:35:00:17UnknownAnybody know? I just would say this and that is credit. Finances are a lot of fun because every deal is different. At the end of the day, there's still deals that are happening now. We've done hundreds and hundreds of these great fancy deals. There are still deals that we approach now that have nuances that we have never seen before and that we get to work through and and structure out, which is a heck of a lot of fun.00:35:00:17 - 00:35:26:18UnknownBut know this too. If this is the first time you've heard of creative financing from a guy from Massachusetts that talks super fast, then they're used to this notion they just know like this was a my intent for today was a perspective change to say there are other options out there that you may not be familiar with that can help solve people's problems and also make it very profitable for you as a real estate investor.00:35:27:08 - 00:35:57:14UnknownSo I encourage you and I know we wanted to give a giveaway today, which is I encourage you to go read our first Amazon bestseller book, Real Estate on Your Terms. You get it absolutely free, so you not going to go buy it on Amazon. I'll give it to you right now for free. We'll actually ship it to you at no cost and you just have to go to wicked smart books dot com forward slash marketing guy with a get smart books dot com for XYZ marketing guy And in that book you're going to hear not only our stories, but you're also going to see how each one of these transactions comes to play in00:35:57:14 - 00:36:16:18Unknownthere. And in those case studies, why the seller did it, why the buyers did it, and then how the cash flows there. So a lot of good a lot of good material for you to go through. And then at that stage, you'll now be able to start my, my, my guess is you'll start recognizing more opportunities than you maybe passed up on.00:36:17:24 - 00:36:40:23UnknownLove it. Why don't you tell everybody where they can find you online as well and make sure you guys go ahead and get that download. I'm going to get it as well and check it out. But what you tell them what your website is, you guys have a these guys coach, they train. If you guys want to learn this stuff like go on their site, buy some of their info or their products and then you guys can learn more about it.00:36:40:23 - 00:37:00:14UnknownBut my point today is getting yourself out of your traditional mindset and realizing the opportunities are going to be all around you. They always have been, but I think it is a big opportunity coming up in the next few years of concentrating on because everyone is scared and they're all hiding in the closet because they're being a bunch of pussies and they're scared and don't know what the hell is going to happen to them.00:37:00:14 - 00:37:18:10UnknownAnd they're worried about this and they're worried about that. And at the end of the day, you guys, you got to just man up, woman up. You got to make the change. Nobody's got it. No one can do it for you. You got to do it. You just have to learn it. And what you know in your head, in the skills you have, is what makes the difference between what happens during this time.00:37:18:20 - 00:37:39:02UnknownSo, yeah, you can find you can find us at smart real estate coach dot com fans on Instagram TikTok Facebook at Smart Real Estate Coach Also on YouTube at Smart Real Estate Coach, we have over I think it's over 300 deals structure of Sunday's now we call them where it's either our deals or the deals that we helped our students do.00:37:39:10 - 00:38:01:13UnknownAnd we literally whiteboard it out where we found the seller, what the deal looks like, why the buyer needed us, what the payments were, the paydays on it. They'll they'll continue to help share with you exactly how this may work in your current business model right now. Sweet man. Well, appreciate you sharing your insight today. We appreciate all you guys listening.00:38:01:13 - 00:38:16:09UnknownAnother up. So the real estate marketing do podcast folks. If you have any additional questions, want to check out our new software. We just lost referral suite ecom. This is part of suite assist and if you're looking for a referral marketing system that firms your database makes them not forget who the hell you are, what you do. This is all you need.00:38:16:22 - 00:38:32:20UnknownLearn about it, research it, and then I'll follow you around the internet and so you can buy it. And we'll meet in the middle somewhere. Referrals to and referrals Slate.com. Appreciate it, dude. You guys have a great week and we'll see you guys next Saturday. Bye bye.

What sets you apart from your competition, and if you say "I care about my customers," you are exactly the same as all of the rest. Today we talk about how to stand out, and how to make sure people know you are actually different.ResourceCheck Out Her WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:05:04:20 - 00:05:32:18UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:05:35:22 - 00:05:54:00UnknownWhat's up, ladies and gentlemen? Welcome to that, brother. Let me start that over. What's up, ladies and gentlemen, welcome to another episode of the Real Estate Marketing Dude Podcast. Folks, what we didn't do here to start on my mike on today, it's like the only the third time I've ever done this in my life. But I do have a earpads earpods and I think you could hear me just fine.00:05:55:01 - 00:06:14:07UnknownDude, the phone, the markets change quite a bit, you guys. And what I want to share the rest of the year, I'm actually just going to dedicate towards sticking out, doing things different. What do you do now? Because the one thing that you have to do is change your marketing along with it, because if you're still doing the same shit you did six months ago, well you're going to go out of business.00:06:14:07 - 00:06:34:05UnknownAnd so the latest news, about 60 to 80000 realtors have already done just that. And when a shift happens, you either shift with it or you shift right out of it. And this will be my second and a half shift I think I have had over the last 20 years. So I always get emails and people pinch me to come on this show every week.00:06:34:14 - 00:06:51:22UnknownAnd this one was pretty cool. So I wanted to have her on and share with us what she's doing. But I'll give a quick intro and I'll let her tell her tell you a little bit more. But in short, they have taken a truck rental company, re-engineered it, and almost sort of like partner with people on marketing and advertising.00:06:51:22 - 00:07:10:08UnknownIn a sense, she's going to explain her whole process. But the reason why I wanted to do this show was I remember I was right when I moved to San Diego. I was driving down the street and I saw a realtor doing an open house, but it wasn't a typical open house. What they actually were doing is they had a taco truck outside the open house and they threw a damn taco party.00:07:10:15 - 00:07:27:03UnknownNow that was one of the best open houses I've ever seen, but I instantly thought to myself, like, what should if this they're sticking out, they're doing something different on just an open house. And the reality is just the type of stuff you need to do in a market like this. People will remember how you do it, not what you do.00:07:27:03 - 00:07:44:19UnknownAnd everyone in their mother has a real estate license that does not give you the legal right or any right to go out and make $1,000,000 gives you a legal right to technically sell a house and collect money for it. So without further ado, we're going to go ahead and introduce our guest, C.J. C.J, why don't you say hello to our listeners talking about who the hell you are and what we can talk about that.00:07:45:16 - 00:08:14:20UnknownWell, I'm C.J Streit with On the Move and we're located here in San Antonio, Texas that work with real estate agents nationwide. And we have a company called On the Move where we we've been in business since 1992, advertising a pretty unique marketing tool for various agents. And you guys have a what they do, you guys is like, it took me a second to get my head around it, but they basically wrap a moving truck for real estate agents, your branding, your everything.00:08:15:05 - 00:08:32:24UnknownYou lease the truck and then you buy it when you're done. But they build the truck brand for you. And I've seen so many people trying to say, how do I get a moving truck? How do I do that? And I'm assuming these are the trucks you see when people like, Hey, I'll move you for free when you see like the big realtors like image on their network with their thumbs up, right?00:08:33:09 - 00:08:48:21UnknownYeah, that's us. And we try to I try to keep my brand out there. So but a lot of people have a hard time finding who we are as a real estate agent because it's all branded for you. So we're actually the fourth largest rental fleet in the United States, but all of our trucks are branded for our customer.00:08:49:04 - 00:09:19:12UnknownSo if you see any kind of truck that has a realtor on the side or a real estate agent, then 90% chance it's ours and that they used us. If you see like the aerodynamic look of the truck, my family, my grandfather actually designed that truck so it's unique to on the move and we it's a one piece fiberglass shell so it's like looks a lot better with graphics it doesn't have like the rivets because I know one time we had this beautiful girl, she had a truck with a rivet and looked like she had a big mole on the side of her face.00:09:19:12 - 00:09:34:10UnknownBut we definitely we we fixed those graphics so it didn't didn't look like that. But I mean, you never know with rivets exactly where they're place and stuff. It is a little bit trickier with graphics design and that kind of thing. You probably didn't like that one too much. I know she did not and we didn't either. We wouldn't get to.00:09:35:16 - 00:09:57:19UnknownBut so I want to go. I want to dig dove through this because it just so many agents and like you guys are her listeners like I always ask someone would you hire you off your website? And then what's the difference between you and every other agent and every single time you? I know the answer is like, what's the difference when you and every other agent they go, I care for my client, I'm going to like do the right thing by them.00:09:57:19 - 00:10:16:11UnknownI'm like, No fucking shit. You have fiduciary duty to do that. Like, you don't need to tell someone that you're going to work in their best interest. That's sort of assumed, isn't it? And you have to. You have to. I got a mortgage broker tells us, oh, I'm going to do my best. Buy the client. Thanks, bro. Like, what a great guy, dude, that's not part of business.00:10:16:11 - 00:10:32:21UnknownThis is what you have to do. That's why you're in business, because you do a good job in customer service. Our some of your clients using this thing because it's all brand. I've been saying this for the last since go back to 2014 when I started to show you guys it's all brand people hire you off a brand, you don't care about your broker, their income or anything else they care about your brand.00:10:33:20 - 00:10:53:01UnknownAre people using this drug? They're using it just to help their clients. It's a total tool for benefiting their clients, and they let their customers use it whenever they're moving. I have customers or, you know, real estate agents that use it like anybody who's ever use them, use this truck. Well, the more your trucks on the road, the better it is for you.00:10:53:01 - 00:11:15:24UnknownIt's more living billboard for you within a rolling billboard with your name and your brand on it. But to have that advantage and be able to use that truck and have access to a truck like that, especially when moving, not everybody a lot of people obviously use a moving company when they move in, but it's hard. Not everybody thinks of all the details that they need when they move in, like they go to Home Depot and they just need to grab a couple of things.00:11:15:24 - 00:11:35:00UnknownThey don't need a whole moving truck, but they need some kind of truck to move that stuff back to their house. And so it's nice and not to put plants in your car. I mean, just simple things like that, just to use the truck for as advantageous to to your clients as some of my a lot of my actually a lot of my clients use it and donate it to charity and for charitable downtown.00:11:35:06 - 00:11:56:02UnknownSo they really like get known for that and there's press releases about that all the time I get because I'll donate it for a turkey trot or stop the truck and there's all kind of unique ways to use this truck as a another marketing tool like and do good for your community, which is always a good thing, you know, makes you stand out a little bit more.00:11:57:00 - 00:12:09:05UnknownIt's a conversation piece. Like the first thing I see, like when people see you driving around, they try to get in, sorry if your face especially in a smaller markets like if you're like in like in your town Burnie Like if you drive around this big ice truck like people are going to know who the hell you are.00:12:09:14 - 00:12:28:03UnknownYeah, they're going, Oh, you're the guy with that truck, you're the guy that truck. And it's that branding and that name recognition. But I want to go through some creative ways that people can go out and use this thing. And I just want to share some ideas. I'm thinking of time. I had you guys awesome. The only point about like, I don't care who you're following, what you're listening to, you're always chasing conversations in real estate, right?00:12:28:17 - 00:12:50:06UnknownIf you're always talking to people like one of my friends, Tony or Kevin Markarian says, Hey, I used to talk to five people a day. And that's how he became like, do makes like $3 million a year. And I was just bloated because he started just having conversations and that's how he built his database. And the reality is, is that 10 to 15% of the conversations you have or people you come across on a daily basis are weekly or monthly.00:12:50:06 - 00:13:06:13UnknownThey're moving this year and most don't know it yet, but 100% of those individuals have a referral for you. And in the referral dominated business, top of mind brand awareness is talking. Everything's okay. That's all I care about. If you hear someone say the word real estate or mortgage and they associate your name with it, you are winning.00:13:06:23 - 00:13:21:06UnknownThat's why you do stuff like this. So here's some ways you can use this truck and tell me. I'm sure people already doing this. What? I just moved. You're right. You have the move, but you have the shit that you won't put in the moving truck or in your car. Okay. This is why I have three girls in my backyard.00:13:22:09 - 00:13:37:19UnknownThis is why I still have beds and table tops that I just can't throw away because I don't know where to throw them. I would have junk parties, I would have a neighborhood junk party, and I would give my truck and I would hire a couple kids to go out there and trash it all and go shoot the frickin trash in the desert.00:13:37:19 - 00:13:56:09UnknownWho cares? Just haul it away. But if you guys had, like a neighborhood junk party for these trucks, you get the whole neighborhood coming out, everyone will participate. And it's just a conversation starter. Immediately, I'm going to get every single person's direct mail address, email, address. Someone invited my next client party, but the point being is that you're going to have X amount of conversations.00:13:56:23 - 00:14:12:15UnknownNow, anyone who's thinking about cleaning out their junk is cleaning out their house for a reason. One, they just want to clean. Two, it's probably a good lead in and be like, Oh shit, I might be moving. I have to get my shit out of here. Right. Ding, ding, ding. Has anyone done that one yet? They're junk. I'm no, I haven't heard that.00:14:12:15 - 00:14:33:10UnknownI mean, just like internally, like, I was like, we just we just set the check with a bunch of my coworkers. We're like, okay, it's time to get rid of these clothes and these things that are in our garage this time. So I have a tracker. We're going to donate it to the women's shelter. But yeah, for the cleaning of a donkey that's a great like to half of the actual event like I love events like that that's they're fun right like and you could just and it's not even like just to have the truck back there.00:14:33:10 - 00:14:47:23UnknownLike I would just say, hey, can I pick up all like this is I have my kids play soccer, so I'm in travel soccer. I would have a truck out there with every single thing I would bring the soccer nets and the balls to the game, like just to have the brand there. Let's talk about charity. Charity is an excellent idea.00:14:48:20 - 00:15:06:06UnknownI just saw a truck. As a matter of fact, yesterday I was driving and almost stopped him there right next to me. And it was a truck that just picks up stuff from just the junk thing. They pick up old stuff for veterans and they'll take all your junk and they give them the veterans, they refurbish it and they use it and they live it and they use the furniture and whatnot.00:15:06:14 - 00:15:28:24UnknownBut like little charity events are gigantic for this homeless. Some of the charity events you've seen people participate in and definitely for like a lot of women's shelters, I see that kind of thing a lot to help the women move. I see like but it's really cool though because on the graphics people will say this terrible move donated by ABC Reality or whatever, you know.00:15:28:24 - 00:15:49:20UnknownAnd so that's always a really cool marketing piece to have on your truck too. But I've seen like I saw somebody just use it for Girl Scout cookies to deliver the Girl Scout cookies. Fantastic. I saw it for you. I see a lot of Thanksgiving events with the turkey trots and and having it like to donate the turkeys to veteran turkeys is great idea.00:15:49:20 - 00:16:13:05UnknownRight in front of your office. Give away turkeys. Give away pies. That's all good stuff. And we have Cheri Mills. If you're listening to this, you need to buy this truck and I do it with live to give. So we had a client I have brand a couple of years ago stuck in crushing it but she doesn't really market but she has the most best unique selling proposition ever.00:16:13:05 - 00:16:36:15UnknownAnd she created a foundation called Live to Give, which 10% of proceeds go to women's rape, battered abuse foundations. And that's her whole thing. So she would market live to give and she, like her marketing strategy is very simple she just takes pictures of the chucks of the 10% that's given to the charity each time. So she's holding up like a $25 an hour check.00:16:36:15 - 00:17:00:00UnknownI'm like, she just all the $1,000,000 properties. She's holding up a $10,000 check, like she's just sold a 600,000 properties. So you could just always tell what the 10% is. But like you guys, people hire you for why you do it, not what and when. You can be the community hero and you have an unfair advantage very. You could walk into a listing presentation and charge a 9% and no one's going to blink a fucking eye because of the way she does it.00:17:01:06 - 00:17:26:18UnknownBut someone that doesn't have a y like duh, she could plaster her whole thing. There's all you guys are doing, these philanthropic brands. I have another guy, he sponsors a dog every time he sells a house. And so I would say buy a house, save a dog's life. Done. Like you have people just literally so I like these tchotchkes, this show your unique selling proposition, right?00:17:26:23 - 00:17:52:14UnknownRight. If you have a unique offering, we're launching sale leaseback programs throughout several Midwest markets in the next 30 days. So there's there's different unique offerings. It's not just your face. Oh, absolutely. It's your face. Absolutely. I have I do see really cool, like with the value propositions, with American flags. And I'm a veteran and a veteran realtor and I can I specialize in it because I served and that kind of thing.00:17:52:14 - 00:18:11:16UnknownIt's always really cool to see. I've seen, you know, women based companies and and that kind of thing of deals with heels types. Yeah, but you can also do this stuff with the family. I've seen a lot of family brands like your family realtor. Oh, yeah. Picture of you and the kids on the damn truck. Oh, yeah. And the kids love that.00:18:11:16 - 00:18:29:12UnknownLike, I'll see. They'll be like the kids want them to pick them up at school in the truck because they're on the side of the truck or their dad on the side of the truck. Come, come grab me, dad. So that's always a great way. So do some living. What? My daughter wanted me to drive this truck to pick her up today, you know, so sit there in the car power line, you know, at the school.00:18:30:00 - 00:18:52:08UnknownBut another cool thing that I've seen our customers do, too, is like they'll actually share the ad space on the back door. So you could share that with the charities to get their names more around the industry or, you know, around the community. I mean, and but they'll also operate because, you know, I know when I try to market with my real estate agents, it's impossible to get in there for breakfast or lunch because they're booked out six months.00:18:52:08 - 00:19:13:15UnknownBut having other vendors come in, you know, pitch ideas to them or get their title companies or pest control. So a lot of my customer, a lot of my real estate agents, they'll actually sell the ads to like the title company to their mortgage friends, to whoever, and offset the cost. And they'll basically make money on their truck instead of pay even the lease or the insurance for it.00:19:13:19 - 00:19:34:15UnknownDid you by any chance do any stock burgers truck? Yes. Okay. So if you guys haven't listened to that episode of Amy Stock Burger, I was probably a few months back now towards the beginning of the year, Amy literally like she has three trucks, I believe now right? Yes and yes. And she refers even more to us. I yeah.00:19:34:23 - 00:19:56:20UnknownI mean, because she's so what Amy does is she's in Sioux Falls, North Dakota. You don't know. And like, she's the number one agent in that market and you got to watch this episode. But yes, she doesn't run a real estate company. She runs a local community business that happens to sell real estate. And she uses these trucks to cater events for parties.00:19:56:20 - 00:20:13:22UnknownShe she she's like her own version of Home Depot. So she has like the client parties where she caters in all the fucking chairs and tables. And of course, Amy, if you watched a bouncy house, call Amy and then she leases it out. But her trucks don't cost her money. She turns profit on them. Oh, yeah, she does.00:20:13:24 - 00:20:35:11UnknownAnd it's very smart because you got to look at it like that's what do you think the CTA bus line does or any bus line is? All busses is that bus exists because of the ads on the side of it and that's how they that's how they zero out. So you can sell that ad space on there because do you have any statistics on how many eyeballs that really I want to check the math on.00:20:35:11 - 00:20:54:24UnknownIt's like how many eyeballs? How do you measure that? Because I know it's like it's like Vegas, like, you know, it works, but you don't know which which time did you see my truck that made you call me? Exactly. It is it is difficult. I mean, I use the outdoor Advertising Association. Their metrics is like 6 million viewers for every mile driven without like a wrapped vehicle.00:20:55:14 - 00:21:18:07UnknownSo or 6000, maybe 6 million. Sorry. That was what do you pay? So for 6000 views. What do you pay for that? Like on social ads, like do the math. So like where what we're paying for are you guys is that in real estate marketing is more I believe it's always been more irr y higher return on investment than any type of advertising or lead generation leads your buying or anything like that.00:21:18:07 - 00:21:34:01UnknownThe way I mean. Yeah. And especially like say I buy an ad on, on Facebook and I create this whole ad and everything. I'm paying that money. I'm never going to see that money back. Well, I that's what I think is so cool about the truck. Is that okay? It's not working for me. I sell it to make money.00:21:34:08 - 00:21:58:20UnknownI get my asset back or whatever, you know. So that's kind of unusual for its impact as well. Just here, let's just do the the the dumb task that you're going to hire, which is do it differently. You're going to hire. Let's get out of real estate. You're going to go to two different restaurants. One of them has a great ambiance and dining room and you're like, Holy shit, there's a guy even playing piano in the dining room, right?00:21:59:06 - 00:22:21:12UnknownThe other one is just a taco stand. Which one is a better experience at the ambiance? Obviously that one's a little tricky for me because I do sell food trucks doing something. I feel like the food you like I said, for experience. So not the food, but experience with experience. Yeah, I know the ambiance of the piano. Of course.00:22:21:12 - 00:22:39:11UnknownYeah. So look at two realtors. Like, let's just say you pull up into a listing presentation with your fucking truck, like, give me a break, dude. Would you rather show up in the truck or the Datsun? Yeah, right. So it doesn't matter. Like it's it's and again, that's what people really hire. People hire like Josh Altman goes into a listening presentation.00:22:39:11 - 00:22:52:24UnknownHe doesn't go out there and start fumbling through a PowerPoint. He looks him straight in the eye and he goes, What the fuck you want me to do with your property, sir? You want me to sell it or not? And he has the confidence today because of all the brand that he's built. This is a brand bed building thing.00:22:52:24 - 00:23:09:23UnknownYou guys are the ones that have a brand never lose, period. Yeah, exactly. I mean, like meeting a marketing person or coming from a marketing background. And if I saw a real estate agent with a truck, I'm like, I'm like, okay, they understand their marketing. They're going to market the heck out of my house if they are creative with our personal marketing.00:23:10:05 - 00:23:24:05UnknownYeah. I mean, you should just put me on one of your commercials, like I'm selling the shit out of this. I know. Jesus, like, holy crap, but I believe in it like an I don't. We just met, so I don't have any type of affiliate agreement with there, you know? I know I wasn't I was expecting to sell.00:23:24:06 - 00:23:43:00UnknownI probably should. But I do love talking about outside the box stuff because I know how important it is in these shifts because attention is everything and whoever gets the first call is going to be the one who wins. And there's not that many calls or as many as there were two years ago. That's why it matters. 80% of people hire the first person they meet with.00:23:43:00 - 00:24:03:12UnknownIt's either going to be you or someone else. How do you increase those chances? You make a lot of fucking noise. Yeah. Popularity contest. Absolutely. I like it. I mean, any other what's how does cost? Like, how do you pencil this? Let's talk about our eyes on something like this. Okay, so if I wanted to, I might just want at least a chance to talk at least a truck.00:24:03:12 - 00:24:29:13UnknownLike, why do you like, what does it cost? How much does it cost me to buy or lease one of these things, the markings or other works. It does vary by by state in which model you want. But like for our our base model, like I call it my show truck, the one that has like a fiberglass. We offer, we always offer like a 14 foot moving truck is what we really recommend to everybody because it is like the easiest for most people to move while still being able to put stuff in there.00:24:29:13 - 00:24:47:24UnknownSo that's about like 4000 dollars a month, whether the rental insurance you're looking but that that does the rental insurance program that does vary by state. So that's why I can't give you like a totally exact answer. But so you're from that and then I'm going to do you have the option to purchase the truck for the residual value?00:24:48:09 - 00:25:14:17UnknownSo you're looking at like at the end of a four or five year lease, you're looking at spending about $11,000. You can own that truck, have unlimited miles included. You need the five year, 100,000 mile warranty, roadside assistance, everything that a typical new vehicle. It's just on lease. I'll just do lease. All right. So here's the numbers on lease, you guys, for all you nerds that are writing this stuff, it's 1400 dollars times 12 months comes out to be $16,800 gap.00:25:15:09 - 00:25:37:02UnknownSo $16,800 is going to be about $750,000 worth of real estate sold to pencil that. So if you're deciding whether or not you want to buy a fucking truck, you say, well, this truck over the next 12 months make me more than $750,000 of gross volume sold. If you're in San Diego. And that's like the price of a parking spot, well, great.00:25:37:04 - 00:25:54:20UnknownYou can't sell one house with a big ass truck like that. You're an idiot if you're in the Midwest and the sales prices about 200 to 50, you need to sell three houses as a result of the truck. It's not going to be does or does it not pencil or do I get a positive ROI? It's going to be on say, how the hell are you going to market the truck?00:25:54:20 - 00:26:23:22UnknownThe truck is just there. The truck doesn't bring the business. You still bring the business. The truck just gets eyeballs. This is very similar to video, you guys. This is all we do. We create content and our numbers are around the same. That's why every single client of ours has a positive return on investment, as long as they stick with it for 12 months because our costs would run $12,000 a year to do someone's videos if they can't sell more than $500,000 of real estate as a result of all that attention, they're in the wrong damn business.00:26:23:22 - 00:26:47:06UnknownIt's the exact same. It's how you market branding. That's how you come up with an eye on branding. Does that make sense, folks? And I bothered you. Follow me as I actually mentally make sense. So that's like I mean, that seems I thought I was getting more expensive doesn't be more like 2500 bucks. That's pretty good because you could probably least what does Amy lesser ad space on there and how much rentable space is on this truck?00:26:47:18 - 00:27:05:10UnknownShe's actually starting to do the sides. I don't remember right now what it is because we're actually currently working on articles. She's going be on the cover of my next magazine. We do a quarterly magazine here. Go. But I know she she sells them for $2 a spot in the back and that's there's eight spots, so it's 6000 dollars a month.00:27:05:10 - 00:27:24:18UnknownSo she's paying for this. It's paying the advertising should cover the cost of the truck. Right. Then you're only costing you like probably gas and maybe a little bit of insurance. Well, yeah, but the cool thing, well, that's a 1400 dollars. That includes the insurance license that we offer, which had like $5 million with the liability. So it's really a cool program.00:27:24:18 - 00:27:38:00UnknownAnd as a software buyer, you better like rent the truck out and schedule it. And that way you don't have to like spend a lot of time on it. You can send a link to somebody like sign up to rent my truck so it can be like in your signature line or anything. It's really simple. It's pretty simple to mark.00:27:38:00 - 00:28:03:05UnknownAnd if you put you have to excuse, it's just it sticks out. I think it's pretty cool and there's a lot of different things, but you do have to have it branded your way like I would almost. The people that are probably a little bit ballsy out there, like I can see some like Donald Trump fan doing like a make in real estate great again truck like wrapped that's a problem crush it in the right market right right.00:28:03:05 - 00:28:29:14UnknownRight market. But I can also see we had as attorney guy he calls himself like I got I'll see like the tattooed realtor or something like that, you know, where there's like somebody with a mind would be your real estate. Like your real estate, dude. Like, that's always been my brand. Yeah. No, that's. That's perfect. I just had a guy, I don't know, maybe he has a tattoo guy, but it seems like one light on his arm and he had that like in the it's so that's cool.00:28:29:15 - 00:28:50:13UnknownThat's him. Yeah. Don't know. That's not that same guy I'm talking about but I saw another one. That would be awesome. This guy is a mortgage broker and it said But Wu-Tang is forever, right? I saw an air conditioning company in Chicago and I, 55, had the best billboard ever saw. And it said, Your wife is hot. That was really good.00:28:50:16 - 00:29:14:07UnknownI just like some of these little things like this. You guys are. It's not what's on there. It's the impact it makes. And that's what branding is. If you're not doing anything in your business on a weekly or monthly basis, that's making an impact in your community, that's keeping your voice and your brand at the forefront, you're losing business in whichever way you want to do it.00:29:14:16 - 00:29:34:06UnknownSo any other closing thoughts you want to think about? Have fun with that and do some cool graphics and and work with your community to get on the strike. So once you tell them where they could, if you have any closing thoughts, go ahead and a lot of invite. But if you want to tell them where to find you when you're done with that, go for it.00:29:34:12 - 00:30:04:07UnknownYeah, well, if anybody wants to if you guys send me an email info it on the new trucks dot com, I will give you a free graphics design. So you able to check out what a truck would look like for you and what your branding would look like. So that's a cool thing. I think that I can offer for for all you guys with a real estate dude, go and then you guys can find me on on the move trucks dot com and my name C.J. if you have any questions, feel free to give us a call.00:30:04:17 - 00:30:22:02UnknownWell, on the move, trucks dot com. Visit it, guys. Check it out and appreciate you listening. Another episode of the Real Estate Marketing Dude Podcast. Folks, if you like what we talked about today in branding, you need to check out referral suite. Referral suite will keep you in front of your database. It will help with your social media content, video, email, content, and direct mail.00:30:22:02 - 00:30:40:16UnknownWe take a three pronged approach to staying on top of mind with the people that matter most. That's anyone that's on your Facebook, feed your friends lists, anything. If you would say hello to in the grocery store, I want to farm them each month with content so that they become a referral source for your business. Go ahead and visit referral suite dot com, referral suite dot com and we'll see you guys next week's episode, please.00:30:41:16 - 00:31:05:15UnknownThank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW W dot real estate marketing dude dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.00:31:05:19 - 00:31:21:08UnknownThanks for watching another episode of the podcast. We'll see you next at.

Sarah Cruse joins us to talk about how to succeed in this market. It's a hard road to success and there are always more things to learn. ResourceCheck Out Her WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:00:00:00:03 - 00:00:28:01UnknownSo how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.00:00:31:05 - 00:00:47:10UnknownWhat's up, ladies and gentlemen, welcome to other episode of the Real Estate Marketing Dude Podcast. Folks, what we're going to get to is a look the title of today's episode. You're like, What the hell is that mean? Crisis is seasonal. And this is I've been talking to people all over the country. I always do. And I asked one of the questions I ask is, how are people doing?00:00:47:10 - 00:01:06:23UnknownHow are people doing? If you click on social media right now, you would think that nothing's wrong because everyone's, oh, just a great old God damn well I don't like saying that word. It's just a damn good time. And you probably are like, you wouldn't think anything's going wrong, but, you know, I think we're all lying to us and people who are who are crushing it right now.00:01:07:00 - 00:01:24:19UnknownGod bless you. Like congratulations. Keep going. But the reality is there's a lot of people who are not. As a matter of fact, 60,000 are real estate agents just left the industry according to some recent stats. I've seen them from multiple places. I'm sure that number is not higher because once renewal comes around, I think that's going to even increase greater.00:01:25:14 - 00:01:46:23UnknownI don't know what show we're on, but probably about six months ago I said multiple shows. I said the amount of agents leaving the industry is going to be greater than the less amount of homes that are being sold within the same marketplace. And if you guys remember that episode, if you didn't go listen to my shit because I know what the fuck I'm talking about and it's happening right now.00:01:46:23 - 00:02:09:15UnknownSo yes, transactions are down. But don't get me wrong, there's still opportunity out there. And what changes is the way you market your business, the way you look at your business, the way you approach your business, because if you keep doing the same thing, you're not adapting the business, you're just the salesperson chasing the check. So we're going give you some fucking real world advice today and if that's you right now, listen, pay attention to this, because this might be the episode you're waiting for.00:02:09:22 - 00:02:30:01UnknownAnd we're going to just talk about business life, how you overcome these peaks and valleys, trials and tribulations within your lifetime. If you also listen to my show, I always talk about my faith in Christ. The reason for that is because that's what got me through all of my seasons. And trust me, I've had quite a roller coaster in my lifetime, so so is our guest.00:02:30:08 - 00:02:42:11UnknownSo what we're going to do today is introduce our guests. You actually, we just got out here. She thought we were going to prepare for the show. I'm like, no, we're going fucking live right now. You're not. We're going to take notes and prepare on how we're going to go out and do this show. I'm like, No, I've never done that in my life.00:02:42:18 - 00:03:02:20UnknownSo what we're going to do is we're going to go live right now and just roll with it. So I've known her for quite a while. I actually should probably since 2015 ish, I'm guessing. Yep. And I remember when I first met her was at a club wealth event, I would believe, and I was speaking and she was an attendee and she came up and grabbed me.00:03:02:20 - 00:03:17:23UnknownShe's like, Tell me how you doing this? Tell me how Eunice She was asking all the questions and she was, you know, like you could just tell she was going to do something and then she ended up wrecking crushing it and really doing well. And you have quite a story to tell. So sorry for the long, drawn out informational introduction here.00:03:17:23 - 00:03:54:02UnknownBut without further ado, Sarah Cruz. Hi, Sarah. Hey, thank you for having me on that was a really good intro. Um, yeah. So yeah, like he said, I did not prepare for this, so just, you know, hopefully don't sound whiny or anything, but back in 2015, I left emotionally abusive husband packed up, my kids left. 2016, I was divorced and I, I had been a stay at home mom.00:03:54:02 - 00:04:28:05UnknownAnd so I felt at the time that real estate was my only option because I couldn't afford daycare. All three all three kids were not old enough to be in public school. And so low income just straight. Just no. And just like boom. Yep. You got I think that what I had going for me is I had been a loan officer back before 2008 and then I had I went ahead and by the grace of God had my real estate license.00:04:28:05 - 00:04:58:06UnknownSo I was ready to roll. But we all know like it's when you're a solo agent, you get out there and it's a rollercoaster. So I was in foreclosure twice. I dug myself out a couple of times. And just looking back on that time, it I, I may I was able to make six figures within two years, which I think for a single mom that's pretty good.00:04:59:01 - 00:05:20:10UnknownI had three kids at home screaming. I mean, take you take a phone call and you have people you have kids crying in the background, which in the beginning that stressed me out. I mean, I would hide in my master closet and then after time, I just let it roll because I mean, the kids would build trust. No one seemed to care.00:05:20:10 - 00:05:48:11UnknownMost of the families that I helped had kids, so they totally understood. So just moving. They became part of your brand too, though, right? Yeah. Without even, you know, that was something that I didn't even think about. I didn't know I needed a brand or anything, but I that is how I am known across the United States in the real estate coaching world.00:05:49:16 - 00:06:19:16UnknownAnd then, yeah, here at home, single mom and still single mom. So yeah. So getting through. Let me ask you a couple questions right here on this and just that, because I want us to resonate with some people. Things always just sort of work out. I believe and I believe that it's like, you know, if you're like animals, like if you're a cat, you're going to find a way to eat.00:06:20:08 - 00:06:42:18UnknownMm hmm. Dogs do the same thing. Mammals do this in natural like habitats. And when you're in and your back's against a wall and you have housing payments to make kids to feed, you know, all the above, like you're going to figure it out. But we can't do is just stay frozen. Exactly. And I so I'm super thankful for their I know there's a reason I went through all of that.00:06:43:06 - 00:07:09:20UnknownAnd I'm super, super thankful that I went through it. I don't know why it is beyond my understanding. I'm just really excited. You know, I, I know God has huge plans for me and I mean, not just with that situation. I just recently went through another one and I'm just just that much more ahead. And so let's unpack this really quick, because like in real estate, you have to like fall on your face.00:07:09:20 - 00:07:24:17UnknownIt's really the only time you ever learn. And I'm going to give you an example, and this might be some you guys listening every this happens every single age. I mean, doing this for so long, I could I could literally tell you this. So after that, 3 to 4 years, when you start making it might start making six figures.00:07:24:24 - 00:07:48:21UnknownYou're had get so fucking big, your ego floats up and you literally think you're shit don't stink. It is a disease. I've seen it with everybody. I literally don't know anyone who hasn't done it. And the same story happens. It's happened to me too. Your egos run in. You think you're walking on water, folks. We're just fucking real estate agents.00:07:48:21 - 00:08:25:05UnknownOkay. All right. At the end of the day, get over ourselves. The ego will kill your business. The ego is what brought me bankrupt. Thinking, not planning ahead, not working on business, thinking that I could always just figure it out. Did you have an ego? 2.0, I'm sure. I mean, I just I was going through files last night and I had taken a screenshot of my backend software with my brokerage, and I had all these like you had to scroll to go through all my deals and I was like, look, it was like, look where I'm at, you know, like I've got this figured out.00:08:25:11 - 00:08:49:22UnknownBut the thing is, it's like you have to a lot of people in that position become reactive. So winners are proactive like we that a lot of us should have planned on a market like this. I grew my business in this market and then I got, you know, got to sell it and it was easy. And then, bam, here we are again.00:08:50:06 - 00:09:17:01UnknownAnd and that wasn't the experience that I, I, I did experience. There was other things going on in my life, but I was not proactive. I, I was reactive since November. So let's unpack these things first. What did you know from 2016 to 17 to that you didn't know in 2019, but you only realize in hindsight, right? You probably didn't do a panel before.00:09:17:21 - 00:09:43:09UnknownOh, no. Okay, that's necessary. In my case, like when I got to San Diego, I was so bad with numbers. I just learned the piano in the last 18 to 24 months. That's when I really started making money like I had the fall to frickin learn the case here. So that's not a loss, though, at the same time, because you can't pay for that knowledge.00:09:43:09 - 00:10:13:14UnknownNo, that's a really good point. Pianos are I mean, there's other things that I'm sure I wish I would have known back then, but when you're just I mean, it was a shit show and just throwing wet noodles against the wall to see what would stick, you know? But when you do that, when you get your business and your bank accounts all set up and you get that PNL, which I finally just hired somebody to help me, which, by the way, she's been amazing.00:10:14:00 - 00:10:36:12UnknownBut you find that you are not making as much money as you think you are. And it really puts you you have to be put you have to be forced into that headspace. You guys have to know every number in your business. Every number. Like I know my number so well right now that I just know every moment, any business I'm involved, they know every dollar and know where it spent.00:10:36:12 - 00:10:47:11UnknownI know what my budget is. I know what my groceries cost. I know everything it is in this market. That's probably the number one thing that people and if you don't know, yeah, trust me, you're going to fall on your face and you're going to learn it. You're going to come out of it, though, learning it. And that's what it takes.00:10:48:21 - 00:11:18:19UnknownWhat about just looking at, you know, looking at just business generation, obtaining clients? What did you find when you didn't have any money to spend? Where did you put that effort? What did you do to generate it? What did you do to make that happen? Okay. So when I was new and I didn't realize it at the time, I was doing open houses, maybe events, and then so what?00:11:18:19 - 00:11:40:18UnknownIt wasn't necessarily the open houses that grew my bit. In fact, it was not the open houses. I remember one client that I got and he ended up being a repeat client, but isn't for as many open houses as I did. I don't know if I can say that it was worth it or not, but it was posting on social media about not my cute little graphics, but like, oh, here I am putting up signs.00:11:41:01 - 00:12:08:03UnknownOh, here I am. It's, you know, in Galveston, it's windy, it's about to have a hurricane. But I have this open house planned and just I well, I didn't realize at the time, but I was showing the real life of a real estate agent or, you know, of Sarah Cruz. So told me posting about like your your what is it the home snap award that like 99% of the real estate population gets that says like congratulations.00:12:08:03 - 00:12:22:10UnknownYou're like in the top 1% and everyone posts and they're like, oh my God, I post the award or they or maybe it's the just listed like or it just sold like, I hate that shit. It makes me a court, folks. You just have to tell your damn story. She's just hitting her database. So in other words, your business came from your relationships.00:12:23:01 - 00:12:53:01UnknownYes. Yes. And when you're doing that, which it's super important to reach out to your your sphere, because those are your warm relationships. But thank God for social media. And by the way, if that's ever ripped out from under us, but so many more agents, there's probably going to be about 2% of agents that are still in the business because they have an email list.00:12:53:01 - 00:13:13:23UnknownI think a lot of us rely way too much on social media, and I'm one of them still. And, you know, just doing all the things it it's you really have to leverage your time. And that's another thing I learned through this last one. I had lover. I paid for leverage and then I had to let all of it go and it's like I'm building back up.00:13:15:00 - 00:13:34:03UnknownWe'll take a quick a quick small second for a commercial break. If you've not heard about referral suite dot com, referral suite dot com. What that does it helps you market your database on social media through video email and automated through direct mail. It's the only place you need to nurture, grow, manage and stay in front of your damn relationships so they stop forgetting who the fuck you are.00:13:34:04 - 00:13:57:03UnknownAll right, let's go back to the regular episode because you're not marketing in your database. Someone is. That's right. And that damn software that I finally moved out here for this finally day, I'm ready and I'm launching it next week. Fuck, yeah. Boom. That's a ten year road. $600,000 down the drain. But I didn't quit. And neither will you in this market.00:13:58:04 - 00:14:17:22UnknownNo. Now, so let's get back into this, because you started making it. I saw you start like speaking and creating a lot of content. And yes, like guys get the business right in front of you, but if you're hiding in the closet, you're chasing a bunch of strangers. Like your business is just never going to take off. You're just going to get burnt out unless you're a fucking robot.00:14:17:22 - 00:14:38:01UnknownThere are some robots out there. And if you're a robot, congratulations. But the vast majority of us aren't. We have feelings. It's emotional, stressful. We can't cold call every day like this is the reality of it. A lot of us are salespeople. It's very rare to find a good salesperson. Now you're going through some else right now, and I don't know what you want to share about that.00:14:38:01 - 00:14:56:07UnknownYou don't share any of it. However, you're going through another season like you this is only two years. You thought you were probably you were like, Oh, fuck, I got it made and then I'll send it crash again. Yeah, well, I which I know you know a lot about this, but I went, I slid right into a deep depression.00:14:56:07 - 00:15:23:06UnknownAnd it wasn't because of the market, it was just things that were I was burnt out. I was really burnt out because it's I one of the things that I pride myself on, oh, maybe I shouldn't say that, but a lot of my clients use me because I'm so responsive and I think I just wore myself out and, you know, still three boys.00:15:23:06 - 00:15:53:11UnknownI try I run my ass off for them and I like I try to make it to where it doesn't feel like a one parent household because it's not their fault that their parents are stupid and had a failed relationship. So all three play sports. I'm constantly driving them around. I pay for everything my ex-husband does. I don't even care about throwing him under the bus anymore.00:15:54:00 - 00:16:22:05UnknownHe does not hold his weight. He is not a good dad. He has no respect for women. So he has no respect for me. I think there's one woman in this world that he has respect for, and that's his aunt and that's it, not even his mom. So he I do everything on my own and running a business, you know, I yes, I do make great money.00:16:22:05 - 00:16:41:10UnknownIt just got to the point where I just I got tired and I just but here's what I learned from all of that. And that was months and months of just let's go through that. I remember days that like I literally like full disclosure and I left Chicago. I was like, I can't get the fuck out of here.00:16:41:10 - 00:17:02:00UnknownI can't even look at a granite countertop anymore. Like, I swear to God, if I hear the word fucking stainless steel appliance upgrades GFCI outlets, I'm going to fucking throw up. Yeah, because like, it's so emotional like the $10 people are fighting over. It got to the point where people are fighting over like a what is $1,000 on a home inspection item and I'm making like 15 grand.00:17:02:00 - 00:17:19:09UnknownI'm like, I'll fucking pay it. I don't give a shit, shut the fuck up. Like, I don't care. Like just get out of here. Like, stop fighting. Yeah, honestly, I personally kind of I'm like, but I love the marketing side of the business. I love the Legionary side. That's why I moved. But if you guys feel that way right now, that's real shit.00:17:19:09 - 00:17:40:14UnknownLike, I think it happens, everybody. And I just don't think anyone talks about it because you could get just burnt out in this business, you know, over everyone. How many clients have you shown it and show them 80 houses and in a buy anything or how many times have you logged on and found out one of your friends fucking hired your other friend or you know, the stuff gets it's like a dagger go through your heart.00:17:41:12 - 00:18:09:02UnknownYeah. I mean I, my own views on that. I just I'm normally, I'm just like, well, what, what did I for some reason they didn't use me and whether somebody else could have built that trust. So they liked somebody more than me. And it doesn't I don't want it hurt my feelings and that's that's a huge thing in the real estate world is don't get if your mom doesn't use you you should ask yourself why.00:18:09:02 - 00:18:36:12UnknownBut it's like if you have to look in the mirror, well, yeah, that's their job to remember what you do. It's your job to remind them. That is exactly right. And there's, you know, if if there's a lot more short sales and a lot more foreclosures, you can bet your like, you need to be like getting cold business because those people aren't going to be using their friends like they're in a financial dilemma.00:18:36:21 - 00:19:05:23UnknownSo giving me a little bit of a preview of where we're headed, I don't really I don't know. I in my area, the markets always good. It was really good obviously during COVID, but I don't I so after Hurricane Harvey I thought that was it was like my business is done. I just I had only been in business for like two years and I was building up and I'm like, Well, there we go.00:19:06:09 - 00:19:33:06UnknownAnd it just like it took off. So, I don't know, I think if you acclimate to the market because now we have a ton of flooded homes and we are super saturated with investors and that's actually that specific part of investing is not my niche, but like my investors buy you construction, but you just have to acclimate to the market, whatever.00:19:33:06 - 00:20:00:09UnknownYou have to be proactive and just not reactive, just be proactive, acclimate to the market, learn whatever is coming our way. And so I don't know. I don't think our market's going to be bad, not here in Houston. I'm curious about what's going to happen in San Diego because I don't know, like no one in their right mind is going to buy a house at a 7% interest rate at like 1.5 million when you can rent the same house for a third less.00:20:00:23 - 00:20:29:23UnknownYeah, that's the problem I see in this market, but it's so different. A lot of people are living here too. They're not like excited about like the future of California. So barely. But we have a lot of y'all come in here. Yeah, I know. We're keeping you damn busy. All right, so where do we take this? Like, I think there's a lot here, because the second thing that you're you're coming through now is what you you keep you don't stop.00:20:29:24 - 00:20:51:22UnknownYou keep going out there. And then I believe that opportunities as long as you're really loud. So I like content creation so much as that. We have a client that is running for fucking mayor because he's on video like it's crazy. And the amount of brand you could just build doing it consistently never fails. But there's always the real win in it isn't the amount of clients you get, it's the other opportunities that come your way.00:20:52:10 - 00:21:16:03UnknownAnd I think if people just because it just creates more conversations when you're just putting yourself out there and these different conversations leave different opportunities and I'm sure I don't we haven't talked since, but I'm guessing that these little opportunities that have happened your way, you have a course that you created, you have a another business. You're running and running on a leadership level.00:21:16:10 - 00:21:42:20UnknownBut those didn't just come to you because you were sitting in the closet, not doing anything, not hustling. They're doing it as a result of those. But none of that has a deal with a direct client for real estate, does it? No. And it's actually so during this most recent rough patch that was my therapy is I just would get on my computer and I would just write and I would shoot video for my course.00:21:43:14 - 00:22:08:07UnknownBut yeah, so back and I'm back. When you were making my videos, it wasn't even I didn't even have to run ads. I mean, I would just post it and the organic reach my business just like took off that's and I, I'm shooting myself in the foot because I don't do as much videos I need to be doing.00:22:08:24 - 00:22:32:17UnknownBut I just wanted to throw that out there because you're probably going to need it. Yeah. Like you need to open houses. You don't need to do events, you just need to be on video, on social media. You don't even have to run ads behind it. Now, I didn't have to be good to. Kristen was coaching and she's all about like rich ads and everything.00:22:33:02 - 00:23:00:01UnknownBut if you don't have the money to start that you just you you can just use that organic reach. But yeah, back on these life events, just going through this last one, the biggest thing that I learned and, and this has nothing to do with real estate, but I know like everybody goes through this is when you are I got I got to the point where I was super upset with my ex-husband.00:23:01:19 - 00:23:35:19UnknownAnd we have this cycle of abundance like it's like this ongoing. Like we just we all the cycle of abundance you give, you receive. And when you are hung up on something that completely stops. And I let that control my mental peace and in turn that like my business came to a complete halt. And I every day, like, like the resentment, like you were so pissed off about this thing that you couldn't move forward.00:23:36:06 - 00:24:06:16UnknownSo right now, my oldest is in Cooperstown, New York, for a tournament that I busted my ass to get them to me and the other parents. We were fundraising like crazy I every it's my blood sweat and tears I pay for his baseball every month. I take them to practice. I take them to games. I fundraised. I bought his plane ticket.00:24:06:18 - 00:24:40:08UnknownHis new client studies wearing like everything and my ex-husband doesn't pay child support. Didn't help at all. Doesn't help. And guess who's at the tournament right now watching my son. And I'm here at home because I couldn't go. And I have been so stuck on that. And it like every day I have to work on forgiveness and letting it go so that the rest of my life can run at the speed that I want.00:24:40:08 - 00:25:21:05UnknownAnd it's not completely all his fault. Like when I'm producing, none of this matters. None of this matters. I'm like, You know what? You're hurting yourself. Because I get to see the boy's little quirks. I get to see them grow. I get I that's my gift. And he doesn't get that. But he's looking like super dad right now and Cooperstown am and did absolutely zero to get his son there but I guarantee he had his travel plans all paid for all made while the rest of us were bussing our house to get our kids to Cooperstown.00:25:21:14 - 00:25:52:24UnknownSo like I it if anyone knows it's me. Like, I feel that pain and I on a daily basis have to forgive him or I just. I'm going to live in this turmoil and I'm not going to make any money. My business is not going to run and I need it to. I mean, worst enemy. Yes. Yes. It's crazy what our minds do.00:25:52:24 - 00:26:31:23UnknownIt's there's so elaborate. And you have to learn to control and have peace. Mm hmm. How much how much do you rely? And then I'm assuming this is where faith comes in for you. I want you to rely back on. Yes. Yeah. And I. And I know. And back in 2015, 20, 16,017, when I was 13, when I was Laina Wake at 3:00 wondering how I'm going to, you know, pay the electricity bill or whatnot.00:26:31:23 - 00:27:03:00UnknownI was always I made sure that I was always thanking God for what I did have. I did have a roof over my head. I owned my home. So I didn't I didn't have to worry about getting evicted. In fact, like I totally I used like I knew the bank wasn't going to come after me and I had a good six months, but I would dig myself out like every three months and then I would go on that roller coaster again.00:27:03:00 - 00:27:25:14UnknownI was brutal. Yeah, but I. I swear, like, the last six months have been even worse than what I went through back then. And I'm. And that's what a lot of people I think are happening right now. But tell them and, you know, you're not out of it yet. No, no. I have to build my business back up.00:27:26:05 - 00:27:49:23UnknownBut my bit and and just to be super authentic and transparent. Yes, I had things set up. I had my pal whatever. But I, I had to go through what I went through for a reason. And now ramping back up, it is just so much more organized like I know what to do now and know putting those steps in place.00:27:49:23 - 00:28:15:03UnknownAnd I, I, I'm super excited to see what God has in plan land for me because just everything that I've been going through and experiencing, like it's just that much better just coming out and you realize too, your real friends are too okay. You get to see who the fake people are, who the real people are, who really has your back.00:28:15:10 - 00:28:30:04UnknownMy dad told me I was younger. If you have two friends in your life, you actually had a good life. And I used to say, look at thousands of friends and hundreds of friends, like I'm the most popular kid in college. What do you mean? And he was right. I'm like, you know, because once, you know, money goes away.00:28:30:04 - 00:28:52:02UnknownAnd then I went from to be okay, pretty much everyone left with it. And then also and you see who's around. But yeah, most people today are all talk. I can tell you firsthand, a lot of people you listen to, I'll talk, bitch, you know, just the way it is. But I think the point here is, is that life isn't always what it seems to be.00:28:52:02 - 00:29:09:20UnknownAnd this isn't meant to doom and gloom, but motivate for you guys listening to this, because you guys are a lot of you going through this shit right now in my life, I relied back on my own faith, same way it was like for maybe just four years ago. And I remember as Christmas and I only had like $300 in my checking account.00:29:10:09 - 00:29:30:21UnknownAnd it was I think I was like the 23rd of December. And I bought $300 worth of gifts at Tuesday morning. And that's the name of the store for Chris for Christmas. But I still had presents and I'm like, All right, what am I going to do for dinner the next day? And like and who knows? Like, money just showed up and I stopped worrying about my monthlies and whatnot.00:29:30:21 - 00:29:51:00UnknownI actually started tithing. It wasn't until I started tithing that business started growing, oddly enough. So I encourage you guys, I'm not trying to preach the word to you because that's I could just tell you about it. And it's up to you to take that and accept that into your life. But if what I just said resonated or what Sara just said resonated, then give it a shot.00:29:51:00 - 00:30:12:18UnknownBecause what do you got to lose at the same time? And I think if you could find peace through strength and just do it inner what happens is that like magical it's just what happens with everyone who tries it. So I would encourage you to take a look at faith if you haven't yet. Anything went Oh, I mean a ton.00:30:12:18 - 00:30:39:05UnknownI mean I just going through those things and I just tell you, I'm one of my best friends. The other day, like I I've been very lazy about taking my boys to church, but we, they know who Jesus is. They know who God is. But the fact that I was raised on Christian values have helped me tremendously. Has I?00:30:39:05 - 00:31:04:07UnknownIt that event brought me so much closer to God and I had to one day I remember so clearly. I just had I had to I just threw my hands up and I just gave it all to God. I was just I can't do it on my own. I was trying to control everything. I was trying to control the Cooperstown situation and my ex-husband and myself.00:31:04:13 - 00:31:30:12UnknownAnd I just I finally had to just throw my hands up and I just I was not forced, but I just was constantly talking to God. And I this is the whole story. But I would hate for my clients to know. But whatever, once that happens and this was just last month, once that happened, an acquaintance called me.00:31:30:13 - 00:32:00:14UnknownHer house was had been on the market for six months in my neighborhood. And if your your house is on sale on the market six months later in my neighborhood, our house fly off the market. Something's wrong. And I their listing expired. I took over immediately. I sold that house within 2 hours of it being listed on the MLS for almost as much as it had been listed for before.00:32:01:01 - 00:32:23:23UnknownAnd it was all cash and like I had money in my account within two weeks and that was like I, I was wondering how I was going to be paying my mortgage in June. That's how bad my business and like I listen to all the gurus, I had six months of reserve in my bank account and that's that's how long I had been going through that fund.00:32:23:23 - 00:32:48:23UnknownAnd I was running out of money. And as soon as I just let it go and gave it to God, like, boom, now it's like life. And every single day something happens to where like the, the brokerage I just joined and partnered with. We have four divisions coming up. We started a leasing division because of my leasing course that took off and is going great.00:32:49:02 - 00:33:05:21UnknownWe're building a team and then one of my best friends calls and says, I want to just sit in front of my computer and come to my. And I was like, awesome, because that's like it that we've needed that we, there's investors that need somebody to do that and we can make a lot of money off of that.00:33:05:21 - 00:33:31:17UnknownSo and then we're starting a home swap division where it's where we are going to be. The experts on estimable rates. You don't want to sell your house because you don't want to get in a higher rate. Well, here's somebody else that needs the same thing. Home swap. So it's just I mean, business is awesome now and I just had to let go and forgive, let go, let God.00:33:31:17 - 00:33:51:09UnknownAnd so I'm a huge yeah just for a lot give it all up here. I was like Mike and Darren covered like I'm like, why don't you want to wear a mask? I'm like, because if Scott thinks I'm going to die, I would go, but I'm going to get it. No matter whether or not I have a fucking mask on or not, I don't give a fuck about no stupid, you know, COVID, whatever.00:33:51:09 - 00:34:09:03UnknownLike, even if the people were turning into zombies, I'd say when my time to go, my time to go. But I'm not going to stop doing what I'm doing today because of what someone else says. And that's what faith over fear is, folks. So great episode, folks. This is, you know, to really do like these motivational type things, but it just felt we should.00:34:09:23 - 00:34:30:17UnknownI think we did a good job. I thought it was good show. Any closing thoughts once you talk about your leasing course that you mentioned, now that we do have a business side, let's see if we can help sell some of your courses. Why don't you tell them how they could get involved in that? Folks, what you just said was for different, unique selling propositions, adapting to the current market conditions.00:34:31:19 - 00:34:54:14UnknownAnd you have to people are still going to be moving. You have to be a problem solver for those who are. So you have to shift and you have to shift the way you market your business. You have to shift the way you generate business because yes, she's right. The truth is that people who are safe right now aren't going to move as likely because they can't replace the same house they're living in with today's rates at the same price, they're paying for it.00:34:54:19 - 00:35:16:08UnknownAnd that's one of the biggest problems. Hence this home swap creation she's come up with. She's solving a problem. And anytime you could be a problem solver on your business, regardless of market conditions is going to happen. I'm going hard into distressed. I'm focusing on high debt, bankruptcy, foreclosure, short sale, 60, 90 day lates because those are the transactions that are going to happen right.00:35:16:08 - 00:35:41:21UnknownThat's what happens in a shift. So buy your course and tell me about that and let's get this show wrap so you guys can get back to your day. Yeah, the main course, the core offer is how to be a six figure agent and it's not it's not business coaching. It is like the art of how to get business.00:35:43:14 - 00:36:11:16UnknownAnd then what I'm an expert at Lisa, is because I have a lot of investors, we buy, buy and holds and I turn around and I list and for lease I get tenants and I'm sorry my dog was not supposed to be in my room and so I did a leasing course. So if you need money right away, if you're an agent and you're struggling and you need money, this is a course that teaches you how to make immediate money.00:36:12:05 - 00:36:45:17UnknownAnd while you're building your business and honestly, like I put lead gen stuff in my leasing course, which you can totally use for buyers and sellers. So and it's much cheaper where do I get it? And well, I can send you the link I have, but I don't even know my link tree link. But if you go on link tree and you search Sarah Kors S.A. RH C r us e it will take you to there that up program.00:36:46:19 - 00:37:11:21UnknownSarah Cruz Keep crushing it and don't stop folks listen to this a couple times. Do you? I know a lot of you. I feel exactly what we were talking about. I just know it and take notes and just sit back. Zero in. Don't run around like a chicken. That's what happens. You know, you're that animal trying to get out of the hole that you got stuck in and you can't really sit back and think of an intelligent way to get out of a hole.00:37:11:21 - 00:37:27:08UnknownYou just keep clawing at what's next and that's where these folks, that's when you start spinning wheels like a hamster wheel. You don't get out of it. So get the fuck out of it. It's up to you to do. And yes, you can do it because I guarantee you, chances are probably what me and her have gone through.00:37:28:02 - 00:37:46:02UnknownAnd I don't mean this in a negative way, but it's probably a lot worse than what you're probably going through right now yourself, because we've gone through some shit and a lot of it wasn't shared on this, but maybe it will get really, really deep on another episode if we get a good response on this one, I'll be happy to go really, really deep.00:37:46:10 - 00:38:03:16UnknownSo thanks for listening, guys. Check out our new software we just launched. It's called Referral Suite. AECOM is a component of suite assist. If you want to learn about that, it's called suite assist. Visit that W WW dot sweet assist dot com piece we'll see you next week. Thank you for watching. Another episode of the Real Estate Marketing Do podcast.00:38:03:16 - 00:38:24:11UnknownIf you need help with video or finding out what your brand is, visit our Web site at WW dot real estate marketing dude dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.00:38:24:15 - 00:38:41:06UnknownThanks for watching. Another episode of the podcast will see you next at.

We may all be over cold calling, but we can't pretend it isn't an art form and occasionally a necessary skill. Today we are going over what it takes to close luxury listings with just some good, old fashioned cold calling.ResourceCheck Out His WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome another episode of the real estate marketing, dude, podcast, folks, we're gonna be chatting about today's luxury listing. That's one of the top questions we see in all the Facebook groups. A lot of the questions we get written in the show, and they're always like, hey, how do I get luxury listings? And usually, my response is, Well, you got to hang out with the people who focus on those homes. Because if you don't, that's how you build a relationship with them. Right? That's actually how Josh Altman got a start. If you ever read his book, Josh Altman used to hang out in the Starbucks. I think I have his book right here in my library somewhere. But he used to hang out in the Starbucks. That's how he got his first listing he heard overheard eavesdropping in the line, some athlete was selling his house, he threw his coffee way, gets behind them and starts a conversation. And that was how he got his first listing. But he put himself in that environment. So what we're going to do today is our guest is going to prove me wrong and every single way, because he's really good at something I'm not. And most Realtors aren't, to be honest with you either. But that's why it's probably working for him and what he's an expert in is actually going about and getting luxury listings. But starting that prospecting journey on the phone. We're talking about possible cold calling, and I don't know yet we're gonna get into an interview him, but this is phone prospecting, and I can't do it. I hate sales. I can't do it. I just can't do it. I can't pick up the phone and call someone and try to sell my shit. I like when they come to me. But I do know phone prospecting works very well and our other company owner advocate, we are creating all of our seller leads through cold calling, and we're cold calling certain aspects. So it does work. Yes, but this dude's gonna give us the magic. So without further ado, let's go ahead and introduce our guest George dilemmas. Did I say that correctly? Yes, you did. Right. Damn, I know that. I was taking notes when you said it a couple of times. That's why. But let's just say hello to your guests. Tell us a little bit about yourself who you are, where you're at. And I got all kinds of questions for you.Absolutely. Again, my name is Georgia lamas. I'm located here in the Panhandle in Florida. You're probably asking what the heck is that? Well, that's in a historic part of this is called 30. A. That's where all our vacationers come down and investors it's also Destin, Florida is in that area. Lifetime, vacationers come down here as well. And yes, big part of my business sold over 100 million. And I'd say 99% of that's come through phone prospecting, whether it's expired listings, just sold pendings. If I see a significant sale, maybe get to know the neighborhood a little bit call in. And basically, I'd love to kind of run through that. See if I can give some good knowledge out to everybody.That's crazy. How long have you been in the business first?I've been in the business I got my license in 2013. Probably didn't start till end of 14 or 15. I think more than 14 I was still full time in another job.And are you from your local geographic area? Or did you transplant in ornumbers from Boston grew up there? Spent a quite a few years down in South Florida as a little kid moved back up to Boston came up to this area by chance and yeah, that's really it really came up here by chance? No, definitely didn't know anybody didn't have a sphere really had nothing. You just went to work.That's why I ask is that because you know, when you have a sphere real estate is not that difficult. You stay in friendly relationships, and it'll provide consistency in your business, you might not get superduper rich, you'll have to prospect for that. However, you could have a consistent and make a very good income just off relationships as long as you have them. But when you don't, what do you do? Right? So alright, let's get into this. So talk to me about why phone prospecting first and is this the first thing you've ever done? Did you ever try anything else out and you stumbled into this? Why did you how did you end up on the phone? Because most of us run away from us?Sure. So when I started out I mean literally our first year is like throwing spaghetti at the wall right? See what sticks here. Back in the day. I was blogging, back back loading SEO to try to get mine right. I'll tell you though, I did it and like I get on the first page but then I would you know inbound wasn't coming right. I would sit open houses i I'd like to but I didn't really love it. I didn't really ever like dealing with buyers. I'd rather blow my brains out and having to drive around for days with people hats off to those who do it. So how do they get into it? I started going on YouTube how to how to get listings. I started studying listings, how they sold you know, the photos were bad description was bad. I started studying like, why did this happen? And I stumbled across a guy from Massachusetts so I probably gravitated to him being there. And I saw his YouTube video He did live calls and I literally write down the scripts. What did he say? How did he say it? So that was really the starting to it. And then I just started calling scared as hell phone ring. Don't answer, don't answer, don't answer that answer and stumble. But I have excitement. I have energy, like, because I would go back years later and go, Why the hell did someone listen with me? I had no clue what I was doing. But I just didn't stop. So that was the evolution started there. And then just over time, I studied my craft every day. I'm probably like you, you know, tons of reading, looking into things. Why do people say certain things? How does the brain work? When somebody says something? What's subconscious do? And that's what I really did.There's an art to it. It's not so much like if you know how to like, it's very similar to dating guys. But there's an art to it, right? You gotta like, you gotta get an interest. Because let's be honest, like I get all the today I get all the might be what's up might be spam, or what's the word on your phone? Again, like spam likely? And I'm like, I'm not picking that up, you know, like all the time. So I mean, that's even gotten harder, and you're still having success. So start at the beginning here. How do we find the people to call? What's you grabbing data sets? Are you targeting anyone distressed? Where you call him? And how do you know they're likely to move? And then like, how do we narrow the list out first, we'll start with that.Depending on your market, now, this market doesn't have as many expireds that's how I kind of cut my teeth on it back in 15. It was an old market, which were kind of returning to now and obviously some parts of distress. But so I would start there, I would get one of those local services, whether it was red X volken. Seven, I like Vulcan seven personally no endorsement, of course, but I used to use it. And it would pour in that day, you'd see all the expires, all the cancels. And then I would be I would really pick and choose even at that point. And this is no offense, anybody I didn't want to deal with the $500,000. Seller. For the markets I was in. They were almost first time home sellers. Lot. It was for all the work to do for there. Why not go after bigger ones. So I'd see ones that would expire? One to 2 million, 3 million, 4 million some cases up to 10. So that's the first start.Quick question, do you find that a lot of people go after that higher end expired? Or do you feel like people get a little bit timid and scared away from that? Like, I wonder how many people are actually calling luxury? Like, how many people are calling the $10 million expired? Sure.Over. So here, our average price point on 30 days? Shoot? Well, it was up as high as like 2.2 million. It's obviously come down. So yes, which somebody call it 10 million. And they don't get as many calls now. Because number one, like you said, scared as hell to do it. The ego protects us, right? Ego says, hey, they probably wouldn't want us they don't they don't want anybody calling their phone. So yeah, that stops them. The ego when you start telling yourself a story, oh, I shouldn't call their day, they probably already have an agent and go back with their agent and start telling that story. But yeah, I'd ask, Hey, you know, Mark, I'm curious man, you must be your phone must be blown out. You're getting all these calls about your home coming off? Like no, not really. And I'd start tracking that. So okay, anything over 5 million, the calls dropped way off.Interesting. Good point, guys. Take notes. Man. That's a really interesting point that somebody got said, Okay, who else other than expires? What are you doing now?Also a little bit expired. Again, not much. But more. It's just sold pendings. Now, I will say, you know, I'm part of a team I was invited to join a couple years ago, it's been the best thing I've ever done. But it also gives us an opportunity to market around our own sales, of course. So we'll do a lot of that. And a lot of that, I will say it's not the lowest hanging fruit so that you'd have thick skin or it's going to be a lower conversion rate. But you're calling you're just educating them. Hey, great news. I don't know if you saw the Carter sent over. as well. I'll put a scannable code on it where they can watch a video I'll talk about the product sold. Just let them know what happened. Hey, great news. market is starting to flatten out. But your neighborhood property just wandered to contract and 15 days it was listed at $1,100 a square foot. I'm shocked to see that I'm just extremely happy. I wanted to share it with you guys. Hey, before I let you go, Mark, I am curious, though, if you could get a strong price like this. Would you have any consideration in selling right now? What's you know? What's your thoughts? Then you just get into a real conversation. Now. Truth be told, I've done this so many times. I've had repetition. Oh, so you could say one thing over time I've learned it's a practical intelligence, knowing what to say how to say it for the highest value? I'll find I'll know ahead. So you might say no, no, we're not going to sell right now. Okay, I understand that, you know, but what price point you say no to or if you were to sell? Is this more of a time based thing that you have to wait six months, or you just don't have somewhere else to go up to this? Because these are investment homes. So if it's off the beach, maybe ask hey, you know, I'm curious. I love it's interesting. If you could ever sell anything closer to the beach, would that be like the dream? Would you want to do that? And just kind of get into it from there.But yeah, you just said some interesting these are investees like second homes. Yeah. so nice in your market. So that's interesting. She got a lot out of state people might not be privy to like What the hell's going on every day and whatnot. And that's to your advantage. It's not it isa cheat code here. You're right, because they don't have an agent. And most of the time, let's be really honest with ourselves, right? What's the old NAR stat? 80% of people loved their pest agent. It's even probably higher than that. How many times they use them again? And then the numbers dropped way down.18%? Yes, you guys fail to stay in touch with them?Exactly. So even here, it's even easier because out of sight out of mind, I don't see them. So if I can get a relationship started, if they don't want to sell right then you're not we're not thinking about selling right now. Great. And of course, we get the follow up process started emails video, and thenin front of them run from there. Yeah. Interesting. I like this a lot. Guys. There's a lot of nuggets. We're unpacking over here. Out of curiosity, you just said that. The market in you're in? You're in Florida, I'm in San Diego. And is the market depreciating? there right now, currently DLLs are a values and how much have a hit? has it taken in the last six months?Sure. It here it's really it's a it's a it's not a strange thing. It's unique. We're having some neighborhoods that have I would say in my words completely pulled back. You know, they were at, let's say 2 million. They're lucky to get now at one eight, in some cases, right, because they have too much inventory temper stuff, right, like 2022. But some of the waterfronts we're still seeing 2200 square foot 2400 square foot, now there's less of it. And I will say the sellers and buyers, it's a it's a war because there's good inventory, and then there's bad. And the bad inventory is overpriced and not turnkey. The good inventory is priced closer to market. And as beautiful finishes completely redone. Even the furniture is upgraded. Because for our market, that's an important things people buy the homes furnished. And that way they can walk in they'll do it. But yeah, I mean, sales drop off with 30%. Less than last year, I handled the numbers this week. But if I had about 30% Less transactions. Yep.And you guys just work hard, harder. I mean, that's the opportunity zone itself, because a lot of the agents who just list a house on the MLS wait for the buyer to come. You know they're gonna reality is when the shifts happen, you want a business, it happened last time, it's gonna happen again, probably. But for those of you who are listening, actually doing the ship full time, you have an opportunity, you're gonna have to grind like we all did. I grinded, when I started this dude grinds every fucking day. And if you're not grinding, like you're not going, there's no easy button in this business. And whatever that grind is for you. For me, it was content creation. For George, it's calling. And there's a thing out there for you guys. Alright, let's go to the art of the call here. Because this is interesting. I don't know if we should roleplay this or what but walk me through. I'm a seller, all of a sudden you interrupt my day with a call. And this is more of like a circle prospecting thing. You're just starting to build a relationship through a phone call getting their information and then farming them essentially. Is that what I'm hearing here? Yeah,I mean, that's good, especially now that the markets come down, you're it goes right back to what it was from 2015 to 2019. Okay. And the call, you're right, so you hit it, and it's different tonalities but the opening is very simple. We don't want to waste your time because again, as you said a little while ago when you look at your phone, and scam likely because you know what you build that habit up in your subconscious to say that salesperson narrator is telling you don't pick that phone up. Yep. Well, I get you on the phone. It's very simple. The tonality straightforward. So Hey, Mark, and like, yeah, in the south, I do a couple things that are different than I would in where I was before, but the South is the uptick. A mark, right there. It's like do I know this person? A mark. It's George, local agent here in Destin. Hey, the reason for my condo keep it quick. I saw your home came off the market. I'm sure you're getting a bunch of calls from people telling you to sell your house in 30 days, cash buyers and all that stuff. They'll usually say yeah, they're calling. Oh, cool. I wasn't calling about that. The reason I was calling I was looking at the photos of your house. I have to ask this how in the world did this thing not sell? You got a beautiful kitchen? You know, it looks like you have a bigger lot.Calm I'm millennium. Yep.Implied compliment. And then the way I look at it, I become their friend. Right? Because I will say that that line right there. Three weeks ago was worth 7.6 million of a listing I got because when we got to did the phone call to get it sat down with him. I asked the NSA I'm just curious. I know we have great side trails, sales track history, but what made you invite me to your house? He knows well. No one ever asked me why my home didn't sell it. So you know all the stuff we study and we take surveys as we talk to people we know that line works. Yeah, so we asked that line. You know, because we're generally interesting. This house is beautiful happen. They'll tell us and they bash their agent. I will tell you this 100% Don't do that. Don't join in. Just say I I can say, hey, I get it. You know, sometimes we hire people with the best intentions doesn't work out. It is what it is. Go right to the next question is usually it's always an ARB, typically, because we want to give them opportunities to answer not yes or no. Hey, Mark, I'm curious. You told me you're taking it off. We'll understand that. But if you had sold this, we're going to reinvest here locally, are you going to cash out? Take your bag of money and head for the hills? Let him answer. And all we're doing is building up rapport. Yeah. And then we start, we start positioning ourselves like, Hey, if you are going to put it back on, we have the conversation, you know, will become a problem solver. Yep. You know, George, I was thinking about, you know, cashing out, maybe reinvesting in, you know, upstate Georgia, a lot of Mountain House, we're interested. And, you know, I will push on the pain a little bit, but I'll just say, Wow, is that dream dead? Now? You know, the agent, unfortunately, couldn't do it. Is that dream dead? Well, we're not really sure. Well, what if there was a preference? Which would you still want to hold on to this and not get to Georgia? Or if you could find a different solution and move? Or move your equity to the next house? Would you want to do that? What's the best choice for you? And they're really motivated, we'll get to it. And if they're not, then we just simply go back into, like you said, get the email, follow up, stay in touch, educate them through our videos and talking about market updates. And then hopefully, one day secure that listening.Did you guys catch the importance of the tonality in the beginning, and I tell us all the time for people that we create content for is that the tonality is everything, no one's gonna remember what you're saying. They remember how you're seeing it. If you notice the pitch in his voice right at the beginning, and he said that on purpose, he goes, it's got to be a little op ed in the south, because you got to play you got to chameleon, with these people. And you got to mirror them. And when you do that, they're subliminally more attracted to you. I remember one of my old agents. I started when I was in Chicago at a brokerage and then I tried to do lead generation for agents and no one could ever convert. Like, it was just I just gave up. But I would record their phone calls. And, and we were I was bringing in a ton of calls. We're getting inbound calls like crazy. But then when I would listen to this one guy was one agent on my team and he was like, this is this is how he sounded when he go. And they were their inbound calls. Okay, these weren't outbound. These are inbound leads sellers calling. You go. Hello? Yes. Oh, hold on a second. Let me grab my pen. That was his opening line. Let me grab my fucking pen. Are you shitting me? Like, let me grab my pen so I can sell you something as all he said. And I'm like, and his tone was so off like it made me hurt. How important is that tonality?Oh, it's everything. It's like you just said because even I tracked back when I used to call when I told you I would think back and I took my as a friend. I always talk to him in California, we always prospect back and forth and conversations. And one thing we both joke about how the hell did somebody pick us? We didn't know we're talking about we didn't know how to close efficiently. But what we did do and it brings you right back to what you said the tonality. Yeah, now as time went on, and there's a guy that I always credit with me, and I quote, he coached me for a month and put me on track to get higher listings. And when we did that, he was trained by Jordan Belfort program, and I really dove deep into the tonality, because there's stuff he does like the Whisper. You know, like, sometimes I may get into a situation where I'm like, you know, Mark, can I tell you why that scares the hell out of me that you're thinking about using the same agent. And then you can come up, you know, my energy comes up, I might know, for me, I had to have an internal thing that says, George, stop speaking so fast. That's awesome. Yeah. So you're right, there's going to be times where NL you put down in really, what makes you say that you can come up, you can come down, you know, a lot of times too. And this isn't a tonality part, but asking permission, giving them the ability to say no, Hey, Mark, would it be okay, if I'm direct with you right here? And then they'll Yeah, of course, what is it and then that's a way to get your point across without having to be too salesy or talking too much, because they give you that permission. Now, of course, be direct, but I gotta tell you the plan you have set up, I've seen it happen before. The percentage of it working out for you to get this money out is probably not in your best interest. And can I explain why we're going to it? But the tonality if you hit it right in the head, sometimes I will whisper over my tongue really down and elongate words. You know, Mark, how in the world did that not sell? I work on that crap so much that sometimes people will laugh. They started laughing because they're like, I don't know. I don't know how my household doesn't sell. And then you can you can feel that come back to you and you're talking to him, and it gets you you do it enough times it registers like in my brand new binder, you pause the slightest bit when I asked, Hey, this is Georgia, my local agent here in town, and you can hear them. And I know Mike, you've been getting calls, haven't you? Yeah. I mean, I gotta tell you, you get the worst the worst calling because they're not trained on what to do and how to work and help you efficiently And then we kind of go into it. But the tonality without it. It's, you're right. It's like, Hello, how are you? What are you doing? It stays flat. Well, that's, it'swhy I hang up when I get cold calls from India because I can hear the boiler room in the background of people without making outbound calls. And you just hear me like, dude, I'm gonna, I'm on the other end of the sales floor, like, fuck off. You know, like, I don't want to talk to you. Alright, so this is cool. I like this a lot. The second piece, though, is that he did in his coffee, he hasn't paid attention and taking notes was that he differentiated himself. And instantly, he told them the opposite of what everyone else was telling them. He knows what they're already telling them. Right? Is that accurate? Correct. Yeah. So tonality match, then differentiate what the fox in it for you him or the color and then what makes you any different from everybody else. And agents aren't commodity guys, sometimes just listening and caring is the difference?That we're, we're the number one team here so we can talk about our numbers. But if you go right into like, if you're, if you're a kick ass agent in that neighborhood and sell all the homes, right, and my home comes off, yes. People want to work with winners. We know that right? Well, any walk of life we want. That's why we cheer for athletes, we go to the best restaurants, we try to go to the best things here near because people want to be affiliated with winners, right? But if you go in and you're like, oh my god, you know, last year, we sold this to did it and you start talking about yourself too much. You can even lose them there. Yeah, 100%. That's not about because you leave the conversation, you'll feel great. Oh, man, I just told Mark that we sold the most homes here on the water. He's got to choose me. But then an agent comes in and basically shifts to I'm a problem solver. I'm going to put all my energy into this. But let's really dive deep dive, what exactly do you need to get to this house to make it for you to move? Now, I'll get to that part. And then I'll reintroduce myself and say, hey, you know, I didn't mentioned at the beginning mark, but I had to tell you this. We're the number one team here. We sell XYZ last year, and I might bang in my chest and show you how impressive I am. I'm only saying this because if you do decide to sell your house again, you can feel great inside knowing that this is the transactions we handle day in and day out. And we can sell this house, it's just going to be a matter of either fine tuning the marketing, maybe we'll see some stuff in the house that we may want to change a little bit. Or maybe you do have to adjust your price. But before we get into that, and then we go into another question and then close from there. Love it.Let's get to the video stuff. Then you just carry on the conversation questions question based selling, you know, like pagan Mike ferry course, if you guys want to learn more about that, let's get into the nurturing. So I think that's where the conversion happens. So you're, I just want to know, like, what's your expectation to me talking to you? Like, I don't think you give a shit. If you get a listing appointment on the first one. I think you just want to put them on your drips.Yeah, because anybody who ever talks about calling, I hear some other coaching programs makes me cringe. Like the ones that don't tell the truth all the times like oh, yeah, just get them get an appointment, get 100 appointments a month, all that that bullshit, which is great. But let's be truthful, you're right. A lot of their times, like, Hey, I may need, I want to just take 30 days off the market, jaded them, they need a time off. And that's again, that's when you align, hey, I completely understand you know what, Mark, that's probably the best option right now. Why don't you take the 30 days off, let the listing cool off, and then jump back in anddemonstrate why I'm the man for the job. Yep, real content and video and all that great.And I like Bom Bom personally, because I can do screen records. So if I'm talking to you and say, Hey, Mark, I'm going to keep you updated. If I see a really strong sale, should I be sending that to you keeping you updated? And they'll say, of course yeah, please send it over. And then the videos are simply you get the screen record up Tom, I usually have the MLS background, it's just walk them through it. Or if it's a significant thing, or one better. If I had material that I want to share that I didn't want to bore you over the phone and just talk about it. I'll do a screen share screen record of it. And just show you Hey, I didn't have a chance really to go with this mark below, you're gonna see this. And here's some more material about it. And sometimes if we like we do some of the best videos here in terms of marketing a home. So I'll take a video. Pause right now pause excuse me, take the audio out of it. Play in the background. Explain why it's so important. Why it transitions the way it does. That's great. Because what it does is really start showing like holy shit this guy's way too much in the real estate listing. It'smore demonstration. That's what I like about it is that it's the key and then you're leveraging content not to sell to demonstrate and there's a major difference between that because most people will just start selling on when they're you're on video. They're gone. I mean, me, me, me, they always revert back to like, trying to talk someone into something. When the reality is you don't have to talk about anyone in anything. You just have to show them what you know. And that demonstration will in fact help convert them on over to you Do you guys set this up on? Are you doing these personally? Or are you like, Hey, I talked like so you talked to the guy and Mark, we hang up the phone, I basically tell you, I'm gonna take 30 to 60 days just to chill, I'm burnt out on this home selling process. I'm an Airbnb for another 45 days. Let me get some cash flow. And then maybe I might want to relist this. How often are you touching base with them? In that scenario, like? Or do you put them on an automated like drip or these videos are going out where you have different sequence of videos that you that like an FAQ or a case study, maybe listing videos that you guys have done? Like what kind of content? And how often? What's the frequency?I do, I do keep when a home valuation, and I let them know ahead of time, how am I gonna send this to you? I say keep in mind, this is an algorithm and your prices, you're gonna see it one month go way up, it'll probably pull back. But they're all kind of the same AI model. Number two, I'll send a screen record, initially first day, just thanking them showing some material. And then it just really depends on it. Yes, we will do some case studies, like you said, Hey, I just wanted to share this with you. When you are getting ready to gear up in 30 days. Here's something we recently did, we'll kind of go through it. I am starting to implement more of the pre recorded just pre recorded couples, and it won't be specifically Hey, Mark, look at this. I'll just let them know, Hey, you're gonna have some stuff come across, kind of showing you a few things that we're doing. We're really excited about them, so that we don't have to take the time of every time going. Hey, Mark, it's George Blankenship. It was more of, hey, this is exactly what I wanted to show you. Yeah. So we'll pre record that.And I'm sure you have your your video on when you're doing the screen recording, right? Oh, of course. Yeah. Yeah. And that's important, guys, because now you're putting the face with a name. And it just makes you more human. Right. We do a lot of research to do a lot of these conversion videos for law firms and attorneys. And that's all it is. It's the same thing. It's a very similar business model as an agent. But it's all conversion because people can inquire, but you got to file it, like no one's going to just call you up and list it happens, guys. But there aren't like so many common lists means like that everyone wishes like I wish the business was like that. It's not. But he's building a giant database is what he's doing. He's making calls. I guarantee you he has set time blockers making these calls. But what he's really doing is building a database. And that database is just sending up because these people will eventually move just a matter of when and 80% of them are going to hire the first person they meet with again. Now maybe they might meet with two or three people in an expired situation. But the vast majority of sellers don't want to do that. They don't give a shit. They just want to know they hired the right person. They don't want to go interview 20 agents and then try to figure out who's does this who does that no one cares. They want the job done, especially in this market. These are high D personalities you're dealing with or dealing with multimillion dollar properties or bottom of the line people I'm sure.Yeah. And you're right. I mean, they just wanted to have this one for anytime course, I've sold in other markets where they're this Israeli neighborhood, and you want to but again, they want somebody who's going to it's expired. And what I can sell on it. Look, I'm a bulldog, you're not to hire me to get the results done. You did it the first time it didn't work out. We all try one way. And now it's time to go a different way. And that's why again, we bring everything that's different. And the difference is me. Right? Yeah, you could we could plug in 100 people on this team or any the biggest teams, like you mentioned, Josh Dalton, the beginning, obviously has a big team, you could plug in anybody in those numbers. If you don't know how to close correctly, if you know how to make that client feel special. If you're going to be a problem solver, those numbers are going to shift for you. It is going to be something you can talk to your friends about, oh, I'm on this team and we sold this. Well, how are you using those numbers correctly? You know, how can you bring those numbers in and give service to your clients? Yep.That's the name of the game guys. You're a real estate problem solver. You're not a salesperson, you take care and you help people who have problems with their real estate because that's essentially what it is like, and if you focus it on that it's a lot easier to sell through that way. Very cool. Dude, this is awesome. Any other things you want to add? I think we got it all I think people got Oh, one thingI do want to say I think it goes back to this right? Like you send out video you do a ton of it. I mean, I mean, you're titling who you are. All that is is an invitation, right? Whether we're calling doing a video, we're giving them a future invitation to either open our email again, or to pick our phone up. If you got a lot of fake yeses, and you weren't like you said you're very monotone and you didn't excite them you didn't. Nothing went off in their gut to say let me call let me let me stay in touch with this guy or woman. You don't do any of that. You just gave him the worst limitation in the world. And they're gonna take it crumple it up in their head and throw it out. If you suck you said you sent over videos, and your videos are boring. And then just like the videos like Hey, Mark, I know we have 30 days till it's time to list again. I can't wait to use it. They're gonna like who the hell is this person? Yeah, you give that invitation. I'm like, holy shit. No one said number one, no one's sending you stuff. No one's going over in detail. He's done. He's definitely put himself as an expert and there's someone we can trust that we like and then It closes from there.Yeah, I like it. It's all demonstration, folks. And I like how you're using video. In all aspects of this. I'm all for that. Dude, this is awesome. Why don't you tell people where they can find you? If you guys have referrals or destin area, why don't you let them know how they can reach you so that you get credit for that.Appreciate it. And I think the best way that everybody's using it now is just, I love Instagram, you can go to G dilemmas, ar e, you can find me there. We're also going to starting starting a video series on YouTube, it's going to be more of a talk show, it's gonna be called cocktails or for closers. We've already kind of started it, if you ever want to tune in our first demo, one should be coming out and hopefully the next five to six days, go to our editor, of course, because we we tried to put 30 minutes out there, make it fun. And that'll be going on all the time too, as well. Just some great stuff to know about our it's going to be all about 38 What's the selling for what are things getting listed for so if you ever just want to watch a fun thing, and I promise you, it won't be the same kind of thing you see out there gonna be more of a talk show that I don't think we're seeing as much on YouTube.I like it, keep hostile and do a great job. And thanks for sharing all that knowledge. It was quite a bit like people come on this show. I think it was fucking packed. Go watch that again, guys. It's gonna be stuff like that, that's gonna get you through the next market. You're gonna have to do things different in whatever way it is. And if you're not uncomfortable right now, you're not growing and you're not going to grow period. You have to constantly push yourself to do shit you don't want to do and in the days you do, I promise you you will look back and think the fact that you did it. That's the only time we ever grow as individuals as business owners as you want to constantly be the most uncomfortable person in the room. That's at least my motto. It hasn't served me wrong yet and I don't know anyone else who else who does it because it keeps pushing you content. Being content is for losers. Can't be contented hustle, go for it. We don't have to do it working hard either. You can just do it working smart. Appreciate you guys. If you guys have any additional questions on this dude, leave some notes. Contact them but thank you for listen to their episode real estate marketing podcast. You guys know where to find me? Check out our software referral suite.com www dot referral suite.com We farm your database for you so they don't forget you exist and then people start calling you and referring you it's very simple. If you understand Gary Keller's millionaire agent book well, this is a software modeled after that. And it makes content creation very fucking easy. Go there at WWW dot referral. suite.com Appreciate guys listening. We'll see you next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Should you be working leads? Is it really worth it in the long run? How can you be maximizing clients in the easiest way possible?Three Things You’ll Learn in This EpisodeWhat you should and shouldn't do in this market.Where the business is.Should you buy leads?ResourceCheck Out Exclusive Agent Referrals Real Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome to another episode, the real estate marketing dude, podcast, folks we are going to be chatting about quite a bit today. And what I wanted to focus on was what you should and shouldn't do in this market. And depending on where you're at, around the country, things aren't what they were 18 months ago. But that doesn't mean business still isn't being had. So we're bringing on a killer here, he's got over 90 agents in his market. And he hasn't really necessarily seen that effect yet. Because he's constantly staying on top of trends. He hasn't stopped bringing in inbound leads, despite market conditions. And as a result of that is that's why this team has really suffered anything on the numbers, right. But lead generation is pretty expensive, you can lose a lot of money in it very quickly. And for somebody that knows all these different platforms and whatnot, one of the questions we're seeing all around the country is like, Hey, what should I invest my money in right now? Because businesses now Should I buy Zillow lead? Should I buy realtor.com? Should I join one of these referral networking companies? What the fuck is it? So that's what we're gonna be chatting about today is what are we going to what do you do? How do you analyze let's do the pros and cons of lead generation within the real estate space as of 2023, coming into summer, so without further ado, let's go ahead and welcome our guest, Jeremy Wilson. Jeremy, what's up, man? Hey, thanks for having me. Mike. I appreciate your appreciate your time and you having me on for sure. Why don't you tell everyone who you are? What do you do? Where are you at? Yeah. Jeremy Wilson, I'm in, in my home bases Charleston, South Carolina. That's where we started a business about 16 years ago. And, you know, with the lead sources, scaling us we were able to move into a few other cities in South Carolina and and Georgia over the last few years and grow our agent count. And it's all based on lead sources, primarily. So we went from about 10 agents three years ago. And now we've got about 90 agents and four cities, just in the last three years. And out of those what kind of how many numbers of homes are we selling monthly right now. We'll do about 1500 transactions this year, in those in those four cities. Last year, we closed about about 375 million about 900 transactions. So you know, if you, if you take the leads, they're just gonna keep sending you.So you got you know, you understand lead generation, at least in real estate, you probably are a numbers analytical like crazy, and he's from Chicago believe that he's from Chicago. That's why you guys notice everyone like from Chicago works hard. And like actually kicks ass.Except sports. But that's a whole nother story.So here's the question that I have. And I'm like, I've always been refer, we talked about before, you got to show I've always been mainly referral, I do create a lot of content. That's been my business model. It's been our business model as a marketing company and whatnot. But I am dabbling a lot in the lead generation space, we've different company called owner advocate, and we have a referral model. And we get agents referrals and collect a referral fee for the leads we generate. And I've learned a lot in the last year or so on that business. And what I can tell you guys is that lead generation in general is very expensive game. And the vast majority of people can't play the game because they don't have the resources to do so. Right? Whether that's the CRM, the auto responder set up the right way, or it's the budget to nurture for six to nine months before that thing actually starts kicking. There's a whole number of things, but there isn't a grit, which quick thing that I've seen yet is there? No, absolutely not. Now, it's exactly what you said, big, big admin team that nurture the leads, because the agents are not going to do it. You know, they, you know, they want these bottom of the funnel leads that even though they're expensive, they want the quick money. Yep. So walk me through how it works with you guys, regardless of lead sources, like what is that? What do I need to have? If I'm thinking about actually doing this? What is the number one thing I should be doing? Like? Is it my CRM? Is it my auto responder? What's the offer winning offer right now? Let's go through some of those things. Yeah, yeah, I think the CRM is super important, as well as just having enough agents and having teams that are deep enough to be able to handle the number of leads and and just over the years, we've always been a team where we didn't bring any new agents on unless we had the leads to get them. So we just don't bring in agents just to have, you know, more people sitting on the seats on the bus. You know, it was just simply because we had too many leads to handle. You know, so So the CRM is very important. And we've always been a first to claim model some agents or some teams call it Shark Tank. We've tried every way to handle the leads in the past butThis seems to work the best, it creates a little bit of urgency. And then you know, we manage it, my admin team manages on the back end. So agents don't get too greedy and take too many, too many leads to where they can't handle, you know, but inevitably, it still ends up being where, you know, they take the calls, you know, a lot of these are connection calls, because there's a little black synopsis, you know, Joe, which are almost all connection calls, and they get on the phone, and they try to qualify him right away, when they meet him for the first time. But if they're not buying right away, then they can get pushed into automation, in hopes that they'll eventually come back around. So it works great for that low hanging fruit. How many? Because there's different three referral model than buying leads, right? So it's do leads only like I'm talking about zillow.com are buying leads, right? How many leads on average? Do I need to buy before I finally get one and let's just say I'm pretty good at converting, like, I'll just say, I'm not shy, like can actually talk to somebody, I got my shit together, how many things I need to buy to actually like, what you'd expect with the numbers. Yes, so every source is a little bit different. Of course, as you can imagine, we track a few of the sources independently, like Zillow flex, and our best agents are converting 12 To 1512 to 16%, on Zillow flex, as you know, not every agent is doing that. And you know, of course, we've got measures in place to bump them up on the on the scale their realtor.com, you we usually convert those at eight to 10%. Again, some agents, the killers that are just crazy aggressive, you know, they'll convert them a little bit higher than that. So, overall, you know, before we added some of the top of the funnel, lead sources, pay per click, and social media, which we just started six months ago, everything else was bought into the funnel, we would convert eight to 13%, on average for blended conversion. And we do about 15 to 20 Different lead sources that are all bottom of the funnel.So you know, our intent when we brought in these pay per click and social media leads that we knew were going to be more of a long term nurture and probably a lower conversion percent, but much, much cheaper leads is that the agents would would like these because they're they're no referral fee less expensive, even though it took a little bit longer to nurture. Yep. And awesome. I like it, folks. Lead Generation. So basically, what we're talking about is I had offers is like a manufactured lead that you create on your own. And there are a lot of companies that you have to get approved for a lot of these companies know that they're not just gonna go out and take anyone I know with ours, like we really are concerned, we're no, we're not Oh, Joe, or anything like that. We're tiny right now. But, you know, we want to make sure you can convert before we started investing money in you it cost money to generate these leads. And the vast majority is right, like the vast majority of people won't follow up on them in the right way. How important is that?Yeah, and they've changed over just the last two years, these these lead sources, you know,realtor.com has changed their platform, you know, they've tried to do this market VIP thing, which is more of like an invite, only, like you talked about, you know, only inviting certain teams that prove conversions, elaflex izly, that's all about finding the right team that's got the systems in place. Now. Oh, just in the last few weeks, it's been one month since I launched their ojo Plus program. And that's exactly what they're doing. They're splitting the leads in half. And they're finding one or two teams in each market, that can really do a good job with conversion. And they're analyzing, you know, it's weekly calls with your advisor to make sure you're doing a great job with it. So yeah, I think all the paid lead sources are really going away. You know, we're still spending, I think, $600,000 a year on realtor.com leads, but I know that eventually that's going to go away. And it's going to be more of the opposite the model or the market, the IP model. So that's what I'm sort of seeing as well, it's you know, a lot of the companies go that way. And it's because lead generation is expensive, guys, that's good. You said at the very beginning, in tackling it unless you really know how to run all these these things at once. Because you do need social you need retargeting going, you need that to sort of nudge you need just knowing what to target to begin with to create. There's a whole lot of moving parts on this stuff. So what do you what between the agents that you have right now who's succeeding? Who's not? Like, what? What do we have to do hear? It's no, it's not rocket science. You know, if you pulled up our CRM right now, without ever talking to a single one of our agents or listening to any of the phone calls, it's the agents that are just persistent and hard work. And then following up and being organized, those are the agents that are killing it, you know, that they put in the work, they're getting to make the money. It's it's the agents that are just kind of sitting back and hoping that the business will come to them that that just aren't succeeding, unfortunately, what other additional lead sources other than the than the handoffs and the purchased ones, I think you mentioned you guys had like a big, a lot of you had a huge amount of referral type leads and whatnot. Yeah, we're, we're starting to do a lot more referrals. You would think that a team of 90 agents brings in tons of referrals across the country, especially with the leads that we get on the front end being the bottom of the funnelEverybody that our agents are talking to, and we're getting a ton of leads, you know, about 80 to 100 leads a day for our team. And every single person our agent talks to is either moving away from here or moving to here, in most cases, you know, very little, they're very small percentage of the time, or they move in and, you know, within our market. Solooking at those numbers last year, I was embarrassed, you know, we, I think I told you earlier, Mike, we last year, for a team of 90 agents, we received 60, outside referral fees to our company where our agents referred somebody across the United States and a closed. So you know, obviously, when I looked at that number, and we've got, we've got to fix it. So we sat back, and we talked to our agents and tried to find out what was going on. And basically, it was two things, they didn't know how to approach that lead that they were on the phone with for the first time and what to say to them to get a referral off of it. And then the second thing is they didn't know how to find the agent, or they didn't know how to find the agent, but it was just very time consuming, very much a hassle they didn't have time to put into to throw them into a Facebook group or, or anything like or go Google search to find an agent wait for the agents to call them back, which doesn't happen. So so let me I just want to unpack that for all your broker owners listening. And that's just like free money. Literally not having a referral network for your agents like just to go ahead and refer just bottom of the line money right there, you guys. That's sure I don't even think about that, because that's something else I want you guys to really pay attention to, he says, the vast majority of the leads are either moving into or out of their market, which means they're non local. Okay? I want to unpack this a little bit. And the people who convert on leads are always non local. completely fucking weird. or crazy.Okay, and I'm gonna unpack each of these, firstly, to the non local, why is it non local? Why didn't Why is non local former lead generation? Well over 80% of people use the first person they meet with many of which they refer to or they personally know like, or trust or, or know, it's a still referral based business. All lead generation tends to be the ones that convert the vast vast majority of these are moving in or out of a market. Would you agree that? Yeah, absolutely.What does that tell you guys as an agent, what kind of content should you be creating around that? Right? So there's, there's one big hint because everyone tries to go out and spend money on targeting the people that are just moving in or they want to go target like spend money on all this other stuff. And they don't realize that the ones that convert are the ones that don't know anyone in the market yet.And there's a big correlation there. I'm not just theory right? But if there's a correlation, big time with it, too, are the weirdos. Why?Okay, I see them come in there. They're introverted. They're super weird, or they're a hoarder. Okay, these are the these are these, these I'm not joking. Okay. These are the investor deals, okay. And there's like a small percentage of them in the market. But these are the ones that the house is falling apart. There's a distressed situation, they're embarrassed to talk about it. There's a number of ones B K's foreclosure, late payments, high debt, you name it. That's a whole nother that's the that's the inner local right there. Okay, type of typically for lead gen. That's why investors never have a lead generation problem despite market conditions.And the third one is just like, just the weirdos that are introverts, they just don't have they don't know anyone. It's very rare. But they're out there. It's just you're not gonna get rich out of them, though. It's gonna be like a unicorn, when you see on your local and you don't have an agent, you don't know an agent. Okay, great.For sure.Everybody usually knows five agents, you know? Totally. What does that tell you guys on where to spend your money, though? Like and where do you spend your efforts? If you're gonna go into lead? Gen, you got to understand that people you're probably gonna do lead gen with are probably not familiar with the market you're in, what kind of content you create around the market you're in? That's right. Yep. All these bottom of the funnel lead sources or are not familiar with our market. And that's why they're on these websites. Correct? Yep. So that's, that's really interesting. You Pat and you guys probably have like you're doing 100 leads a day. That's what 350,300 52,000 leads a year.So you know, you know what you're doing? Yeah, a lot. A lot of leads coming in. Geez.What's up with the what do you think we're, what direction are we headed here? I'm curious to know if like, since the cost of housing got doubled, with interest rates going up, you know, how has that affected lead generation? I remember in markets past, there'll be big teams that could literally go closed doors overnight. Because the market shifted and they couldn't the ROI they had last month wasn't the ROI they're gonna get this month so they couldn't make smart decisions. What do you see happening is the buying habits changed? Not so much. What's what's going on over there? And, you know, we just talked about it last week in our meeting, so my main market is Charleston, South Carolina. And if you look back 18 months ago, in our whole entire emAlas, there was about 900 homes available to buy. And interest rates were still good. You know, there wasn't any inventory, nobody can find a house, it was multiple offers way over full price. And now fast forward 18 months, there's 2500 homes available. Okay, so three times as many homes available. There's interest rates are up quite a bit from 18 months ago. But there's still no, there's still not enough inventory for the amount of buyers. So, you know, honestly, I'm worried about when rates do drop, it's going to be crazy. You know, how many of those are reloads coming in that Charlson marks I know all my friends are moving out that way, everyone from Chicago is getting the hell out. You know, so you still have that inbound. I'm curious to know what's happening in like, some like Sacramento, I had an agent on and they're like, Dude, we're down. Like, where I pre pandemic levels. He told me the other day. So I guess a lot of it's where you're in the country, too. Yeah. And we're, you know, Columbia, South Carolina, Greenville, South Carolina, Savannah, Georgia, and all of our market, all four of our markets are about the same. You know, just low inventory, things are still settling over full price. You know, I think it's stopping the people that are moving local, that have great rates already locked, and I think it's stopping those people, but people that are moving down from New Jersey that are paying ridiculous, you know, ces every year, you know, it's a no brainer for them to move down here and buy something in this inexpensive market. Yeah, they feel like it's cheap. I mean, people from California are like, oh, man, you got 3400 Square house for under a million bucks. Crazy. Under 750. Whatis this? Oh, my gosh, the pricing around here is this insanely? Yeah. And I've been doing it in Charleston for so long. So I see a house, it's now you know, $500,000. And for so long, it was $200,000? And just seems like it went up overnight. But it's still very affordable in the in the big scheme of things, you know? Yeah. You can almost that's an interesting market to be watching. But yes, that's I would agree with that, because you still have ocean from then it's going to climb until like other oceanfront markets.Very interesting, dude.Anything else you want to sort of any other tips? What do you anything else you want to chat about on this? The referral model is really interesting. You just didn't realize that, hey, if I'm going to be selling someone's house, and they're moving out of town, I might as well just get a referral free from our other agents in the in the market. Yeah. And I think that's it for the teams that I talked to across the country and team leaders and broker owners, they've got to have a solution for their agents on how to send referrals out because agents are frustrated with the Facebook groups and, you know, blasted out there. And then 50 People respond in the first five minutes. And then we got to weed through those people. And really, you know, they get frustrated, and they send that referral to any agent that responds. And that agent maybe has done one deal in their entire life, but they just happen to be the first one to click on that Facebook and comments on it. So you know, our solution has a team. And what we've rolled out nationwide is just, you know, even our own agents on our team, go to exclusive agent referrals.com.com, submit a referral, within 20 or 30 minutes, you're going to have a referral agreement sent back to you with your information as the sending agent, the other agents information in that market that we've already interviewed ahead of time, make sure that they've been in the business, they're closing deals, and you can trust them. And then the referrals information, it's a 25% referral agreement. And that's it, it takes you one minute to find a great agent. We've already interviewed instead of going to these Facebook groups and hoping you're gonna get on the phone with these agents, you already got some network setup. So if I already said anywhere, I just put it in there and I gotta get someone that's not going to like screw me over make me look like an asshole. No, you put it in there. We've interviewed these and they've been interviewed by my team that's been in business for a long time. You know, we make sure that they know how to follow up with leads that great with communication. They've been in the business at least two years are closing at least 15 deals a year. And we go to work and an agent never has to be worried about well do they have an agent in this area? Because some of the counties that we don't have agents, if we get a referral for that county, our team has a protocol they go to work immediately and we blast about 10 different Facebook groups. We go to Zillow, we go to all these different intranet sites, and we go to work and within an hour we're gonna find an interview a qualified agent in that area and get them hooked up for your referral. So we do all the legwork work for you. It's absolutely free if you're sending referrals if you want to have an exclusive county it's simply $10 per month to have that county and you get all exclusive referrals for you for that county. I was always hesitant to send referrals I'll give you guys a quick story. Right before I got out of the business in Chicago I referred is like a college friend of mine right? Never Refer a Friend of business especially one that's drinks a little bit more than they should. But long story short is that he's a contractor right? So one of my good friends bought a house, refer them over to you know, do some drywall and redo the bathroom and paint and whatnot. It was just a mess. Like the guy messed up didn't show up. She had to redo the whole job. She was like $15,000 At the end of the day that job ended up being my entire like month for a time and it was my problem right because it's a friend of mine Mike why you hook me up with this good? Dude is terrible. I don't readFor people for that reason contractors ever, no matter how well I know them, and I feel the same way about real estate agents do, yeah, that's a good thing you're doing there, because that should take some of theworry out because it's your brand when you're putting your name with somebody else. And just me if you refer anyone, this is why referrals always work, regardless of what context are in, is that people are wired to want to refer people shit. That's just the way God made us. We want to help others, we want to seek the help of others, like that's just what we are. It's how we're wired. And the fastest way you could kill your business is when you send someone a bad referral. Because if you ever sent someone to a restaurant where they serve hair and food, you wouldn't like them too much, either. And that's what you're doing when you send someone shitty service. So just try that. And we do have, we do have one failsafe that agents get worried about they're like, Well, what if I send a referral there? And I don't like the agent. But when an agent goes on our website to send a referral, Mike, they one of the questions on there is do you want to talk to that referring agent or receiving agent before they call the lead? And I'd say about 70% of the time to send the agent is putting Yes, because they want to talk to that agent, even though we've said we've already interviewed them, embedded them and everything. I don't blame them for wanting to talk to the agent and make sure if you don't use them. Yeah, absolutely. You should like you should want to know, especially if it's a trusted like a family member, just a name and number, like great. But if it's a friend or family member, you got to know what value you're sending them to. That'll come back and haunt you it never fails. can tell you that? I really appreciate why don't you tell them what that website is? It's pretty cool. Some of that is again, and then wrapped up. Yep, exclusive agent referrals.com is the website. It's easy. At the very top it says submit a referral. And if you're interested in locking down a county in the network, just click on not a member and we'll we'll get you scheduled for an interview. And your other website is Chuck town homes.com If you guys want to see what he's doing pretty nice site. I'm on it right now. But yeah, you could go click around he's in four different cities for any you guys looking to see how he's doing it and what he's doing. But yeah, this is cool, man, I appreciate you coming on. And I appreciate you sharing that information. And folks,you know what I'm gonna say referrals are always the lowest hanging fruit and the way that you always generate a lot of business, or at least consistent business not saying you get rich off them, but you can have a career off of them. No doubt as long as you follow the system and if you want that damn system, it's called www dot referral. suite.com Those referral suite.com We farm your database with content so they stopped forgetting who the fuck you are. And stop referring and cheating on you with other realtors. It's that simple. We foreign people. If you've read the millionaire agent by Gary Keller, I built out a software that his brain wanted to. That's all it is. Alright, so go ahead and go there referral suite.com It's s w e t. And appreciate you guys listen to their episode. We'll see you guys next week. Bye.Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

This market is tough and requires real elbow grease. Time to take charge and be a real badass if you wanna succeed and thrive in this market.Three Things You’ll Learn in This EpisodeWhat you should be looking for in this market.Why you need to be an investigator in real estate.How you can be a badass in this market.ResourceCheck Out Stefani's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome to another episode of the real estate marketing dude, podcast. Oh, my goodness, folks.You saw the title the show, I mean, you just gotta be a badass, you gotta be badass right now, that's the name of the game. Because times like these are times when you have to double down. Business isn't as easy as it was 20 months ago, 24 months ago and 90% of you have never seen a shift in the in your careers yet, because we haven't had one since 2012. And we riding on this market. And there's not a lot of people out there telling you what to do when the shift happens. So that's sort of been the theme of our show the last few months here, actually, last few episodes, what do you do in this market, and we want to try to add as much value as possible. So we get pitched be on the show every day, guys. And I get a lot of cool stories. And the one that we have today is very cool. And I thought it'd be very appropriate to have on the show, especially with market conditions, because I think some of you need a kick in the ass. And I think she's going to be able to do that for you today. So without further ado, I do want to introduce my guest. She's got quite a compelling story. And she's a badass. So properly introduced. Miss Stephanie Boyd. How are you, Stephanie? I'm great. Thanks for having me, Mike. Why don't you tell everybody? Who are you? Where are you from? Andwhat are you known for? Well, let's see. I am from a little town in California called Sacramento, we have a new state capitol.And I am aI like to joke that I'm a teenage grandma. So I started out as a single teenage mom years ago. And I was always kind of a rebel and uh, just kind of did things my own way. So I went ahead and started college at 16 got my first kick ass job as a criminal investigator, just as I was turning 21. And I just walked straight out of my college career into a very heavily male dominated career of law enforcement, criminal investigations, where my job was to go into the ghetto and interview all the murders friends and families, and or whatever other crime my client was charged with. So I was representing the defense. Andpeople would always ask me if I was armed as I went to these interviews, and I definitely never was, I thought about carrying a concealed weapon. But I just really always relied on my wit and charm to get me in the door to make friends with myadversaries, I suppose you could call them.And so that experience really trained me quite well to join the world of real estate when I decided to get my real estate license in 2000. And join my family's real estate company. I'm gonna go out on a limb and guess that Gort door knocking didn't scare you too much. Um, no. While it has, there have been times where it's not my favorite thing to do. But I'm sure everybody goes through that. But as far as being scared to it, or timid or nervous to knock on that door? No, because nothing is worse than,you know, a victim behind the door of some terrible crime that I have to talk to. So if I don't have to deal with that, and I'm just dealing with the homeowner who may or may not want to sell their house or refinance or whatever the case may be. Much less stress much lower risk involved.I mean, yeah, people hardly everYeah, I mean, like, in so many people right now and look at the industry is tough right now really is I mean, talking about my mortgage broker friends, and I mean, they're getting crushed. Oh, yeah. They're and they're and, you know, everyone's just when you get down a little bit like this, on the other hand, like, you know, look at your former job. I mean, we're looking at like cool houses and stuff, and then people are getting down on themselves. You're having to deal with like, people, I witnesses murders, you know, like, that's just probably a great mindset to have to tackle this industry. Because right now it is tough.And so you just went from being a criminal defense.Researcher, attorney, investigator, investigatorTo frickin go and write into real estate? And what kind of those skills you still use today? Because that's pretty cool. I've not met anybody who's gone into that you can almost be like your real estate detective.Exactly. Yeah, really. And during my career as an investigator, the thing that got me interested in real estate Well, other it was my family's company, of course, but I would call my mom a lot to have her help me stock people through real estate records. So she had access to all the property, the tax records, she could find the owners, if I had, like, a guy was looking for who didn't want to talk to me, I'd find out who his landlord was, and go start putting the pressure on his landlord. And so it kind of did translate rather nicely into a real estate detective job, which is kind of what we have to do now in this market is a bit of sleuthing around. Yeah, find those distressed properties. Yep. See what kind of solutions we can help come up with, you know,I think you hit the nail on the head right there, folks, if you're not paying attention, when these markets shift, like there's going to be distress, I forget whose I think it was on our show. More, maybe I was on someone else's show. But someone just pass along the data about the 60 to 90 day lates that are coming down the pipeline. And that was in Phoenix in particular, but they're the highest that we've seen in quite some time. And that's just sort of the writing on the wall, like the rates are still going up, the cost of living isn't going down. And it's something that you could be you should be concerned with, right. And if this economy and the stock market does what I think it's going to do, but my you know, that's my opinion, people are going to be having problems, but she's focusing on distress, I'm doing the exact same thing. I think that the distressed market is where it never fails. There's a reason why other real estate investors are just sitting at the on the sidelines, salvat tating, waiting for the shoe to drop. What's your opinion on that? Oh, yeah, for sure. I mean, I think a lot of them are over extended, and they're either salivating or crapping their pants.As they lose it, you know, becausea lot of these folks went out and bought multiple properties when rates were low, and now, you know, for whatever reason, I mean, obviously, COVID did a lot of weird things to the economy and to jobs and moved a lot of people out of their office buildings and commercial properties to go work remote, and companies folded and everything else. So you know, a lot, there's definitely investors waiting to lap up the rewards of that. And then there's also equal numbers of investors losing their shit, because they're overextended and they can't make the payments on everything, they're not getting the rent that they want, for the first time in years in my market here in Sacramento, rents are actually starting to go down over the past six months.So, you know, it's, everyone's gonna start feeling the crunch. And the, you know, unfortunately, hopefully, everybody that could qualify for their first time home went out and got one were when rates were in the twos, and they're just going to sit there, which it looks like they're doing because there's no inventory in that market.And with rates in the sixes and sevens on those purchase prices that are already high, you know, a lot of first time buyers are just really priced out of the market. Butdefinitely,investors are waiting for prices to come down. I mean, if we see a repeat of what happened after the subprime mortgage meltdown, you know, we're gonna see, prices come down significantly, they've already started to they pretty much returned to their pre pandemic levels here, you know, they shot up during the pandemic, really.And they're about, you know, I mean, it varies based on neighborhood and zip code and everything else, you know, but we're, we're coming down to the pre pandemic levels and as I mean, that's what the Fed is trying to do with their rate increases is basically crashed the economy, they have to bring the prices down.Literally, he literally said we need to crash the real estate market, like out of their mouths, guys. Yeah, they're trying to raise the rates because they need it to slow down. Remember, like the real estate markets 25% of people directly or indirectly employed the United States. some way shape or form? Yeah, title rep builders, contractors, everything's tied to real estate, so much of it.But so, I hear you're saying I thinkbeing and you're also in the lending world, too, just so everybody knows she gets the real estate on end of it, but she also understands loans and mortgages.and under things and what I'm hearing you say is that you're focusing on distressed.Yeah, a lot of people need to bail out one way or another. I mean, the banks are getting bailed out right and left, and who knows how that's going to affect and trickle down to the rest of us. But essentially, a lot of people are going to need a bailout. And so you can, you know, find distressed properties,through the physical signs. As you drive around, as you walk around in your neighborhood, title companies can get you those lists of data,to find the pre foreclosures and everything. And then it's just really about making relationships with those people.You know, making friends with your mailman. And he keeps, I mean, my mailman lets me know everything that's going on in my neighborhood mark, with whose lives in their house who's about to go down. He chats with people all over the city. And so it's my little secret that I trust with my mailman to find out. Here's the link who I need to go talk to, you said something that I'm not sure if you guys picked up on. But it's true. This is a real problem right now is with the rates at like, what what are they? What's the rates today? Seven? I mean, it depends on, you know, borrower paid Lender Paid, but yeah, with no points, no fees are in the sevens with 7%. And all these people who locked in and just in the last year and a half, two years ago, locked in at what 2% 1.75 on investment properties on a 15 year loan I did at the height of the pandemic, how big of an issue is this, in your opinion, because no one can move, like, you're not going to be able to replace that if you replace that property, you're gonna end up with something less desirable than probably fit your lifestyle today. I mean, unless you're downsizing,or moving majority Fornia. I mean, that's where a lot of painting, you know, but what's interesting in my market is we're not seeing the inventory reflect a mass exodus, but people are still continuing to talk about this mass exodus, people are still, you know, the markets back east in oh, what he Kentucky, Ohio, Kansas, Tennessee, you know, Texas, I mean, the less popular places people are still finding affordable deals out there. But the more popular places prices have come up in response to people leaving California and heading out, down south slash East.But we're not seeing huge inventories as people continue to leave here. So I guess they're renting out their houses for high rents, even though the rents are coming down, they're still you know, relatively unaffordable for most people, you know, $1,800, for a two bedroom apartment in Sacramento, my son moved back to Ohio recently, to rent a two bedroom apartment for 795 or something, maybe 695. So, you know, it's three times more to just pay rent out here. And, of course, the housing prices are high, much more than that. So in other things, she said, guys, as she says, she's focusing on people's problems, she's not focusing on her transaction, count her commission count, she's not sitting there tallying up the sales board to see who's number one this month, she's focused around helping people that have problems first and foremost. And I've been the last few shows, we've been saying that, like focus on serving others, first and foremost, focus on the problems they have, and be the one that could provide that solution to those problems, because that's what makes you different. Anyone could sell a house, but markets like these are hand to hand combat, you got to be able to go and know where the deals are going to be. And I highly agree with that. Focus on the investor niche, not only just the people who are selling, but the investors who buy because that I believe is going to be a big niche and anyone who's gonna stay in that market stay in that niche over the next 1218 months. I think you're gonna you're gonna take territory, I think you're gonna take brand, and you're gonna succeed very well in this market. The ones who are gonna get their ass kicked are the ones who got their ass kicked in 2007. And those are the ones who didn't adjust. And there was a whole lot of them. And they didn't they didn't adjust to reo. They didn't adjust to short sale. They just kept on being the traditional agent waiting for John and Jane to come down the house. Have a kid and move out to the fucking suburbs. It's not how would these work in these markets? Not saying don't market your database. I'm all about that market, your database stay in front of that network. Generate that business when it comes. Just be ready. But in first of all in terms of niching down all in on distressed Yeah, what is maybe what is this?Measure A well, so a lot of areas, it depends on your regulations, but there could be taxes owed on the property. So in California, you have to go five years without paying your taxes before it goes to a lien sale. But in Texas, they only wait 12 months, you didn't pay your taxes were selling your house, you know.And other states have like tax lien certificates. So you go in and you invest in you buy these certificates that you get a certain amount of interest on and some of it's quite high like 24% interest in, oh, I don't remember which state butsothen you're kind of gambling on whether this person is going to pay you back or pay the county back, or whether you're going to get to buy this house and evict this person and take their property from them with the tax lien certificate. So there's those there's foreclosures, there are landlords who didn't get any rent for two years during the pandemic. So this is happening more and more, I think where, you know, the all the moratoriums have now ended.Tenants are, you know, I mean, I think they've been paying rent again for a while. But there's been a backlog in the court process in the eviction process in the foreclosure processes, all of the chickens are coming home to roost for a lot of these properties. So how big do you think that market is? Like from those moratoriums and all that, like, is it gigantic is it I mean, I hate to be doom and gloom, but I think it's gonna just get bigger and bigger. Because a lot of those investors are in Adjustable Rate type of situations with their mortgage on this properties. There's just so many factors out there that are unpredictable. And just the jobs, the inflation, this, all of these unprecedented conditions are like coming together. And I don't see how it's not going to be worse than 2008. I would love for someone to convince me otherwise. But the banks collapsing is not a good sign. There's just so many things that point to disasters, catastrophe. I don't disagree with you at all. And it's I laugh to keep refreshing, it's just, I want to, I want to be all unicorns and rainbows and everything. But um, yeah, it's, I think it's gonna get worse before it gets better. And I think people have been saying that for a while. And it's still true that it's going to continue to get worse before it's going to get better.You know, worldwide, things are not good. Thethe central bank, introducing a digital currency very quietly concerns me quite a bit.Saudi Arabia and Iran making friends over in Syria and trading for gas and Chinese currency is a bit concerning. So you know, all of these things, really, if we're honest, point to a real problem of the currency collapsing. And nobody knows what happens when the currency collapses, because they've been propping it up for so long. They've been bailing out these banks they've been, and we're paying for it at regular tax paying US citizens, we've been paying for itthe whole time. And, you know, it's they, if you want to know the truth, it pisses me off to talk about this 4% inflation that we're at, and we want to get it down to 2%. I don't know if you listen to Jerome Powell's comments out, it sounded like maybe did he mentioned the 2% target inflation rate about 19 million times? And, you know, is he talked around it and basically threw in there how we're gonna have to crush this thing to get to that. But if you really look at inflation, as it practically applies to our lives, like I don't know how they get this 4% number, because if you go into the grocery store, and Safeway, things are like 50% higher than they were a year ago. Yep. Gas is, you know,$2 higher than it was three years ago. A guess that's almost 100% inflation and what I'm paying for gas, the housing market, just for a quick example, my first house I bought in 97, for a little over 100,000. And it's worth a little under 700,000. Now, so that's 700% inflation over those years, between then and now in the housing market. So where are they? You know, I don't exactly understand their mathWith these inflation numbers, but it's exponentially worse than they want to admit that it is. It's I agree afew months ago, we're you know, that's what once they start raising the rates I've seen same same things like I'm more worried about the affordability issue. But it's so odd because there isn't an inventory issue. Yeah, technically, we think there should be an inventory issue. But we haven't seen a huge inventory issue. I mean, in surplus, I mean, you think we'd have more properties coming on the market, more things happening. But yeah, there's still tight inventory levels. But then yeah, you've seen all these other outside circumstances that are there. And you know, what we're talking about here, guys, we're focused on affordability, affordability. And that's where the problem solving thing comes in. And how you can use it as an advantage during this time, because if what we're saying is, is what if what we're saying is accurate, where you want to agree with us or not, there's gonna be a shortage of agents that know how to take on these types of properties and get people out of these situations. And that skill is going to get you paid if you take time to develop it. Definitely. And just being creative and thinking out of the box, meeting your neighbors, making relationships with people. One way that I get a lot of action is through my volunteering efforts. I meet other volunteers, and guess who has time to volunteer, people who are retired or who have, you know, good income, stay at home moms,you know, comfortable people who have time to spend a day, a month or a day a week or whatever, at volunteering, Meals on Wheels is one place that I spend some of my time, and I just do some outreach in the community working with other agencies, nonprofits, churches, who are also trying to come up with solutions to solve the homeless problem, which is a huge crisis in California, I'm sure you're aware.And I've met 10s of people and then 10s, of reifies, and business with the networking that I've made through volunteering. And one other interesting market I've noticed is,so I've got some marginal borrowers who have marginal credit, but what they have is job history. And so I had a friend, slash client call me frantically talking about how our 401k is losing value. And she's been on her job 33 years, and she wants to take as much out of her 401k as possible, and use it to put a down payment on a house. And therefore, in that way, she'll be able to get her payment to what she can afford. Because normally, this would be an FHA borrower three and a half percent down,you know, but with these prices with these rates, we need to figure out a way to somehow come in with more than three and a half percent in order to hit that affordability that we're talking about. And so the way that she's going to do it, is to buy a house, you know, a 300,003 50 house and put 150, down out of her retirement, so she only has a $200,000 mortgage. So, you know, this type of creative solution, I mean, it's out there, but a lot of people, they don't want to risk that retirement, they're,you know, they're not comfortable with that. But in this instance, people are watching their retirement accounts lose value. And, you know, who knows what's going to be going on by the time you're actually ready to retire. And so a lot of people feel like the risk is worth it to go ahead and take the money and run and at least you know, that you have a house to live in, in your retirement, and maybe you're going to be getting less of a pension, but maybe that, you know, will equal out in the long run as you secure your financial future through housing. So maybe they bought a property with it, you know, I think maybe people, I mean, there are lenders who definitely still want to do loans out there, even though the guidelines are tightening, even though credit is bit crunched, you know, they're, they, they don't want to go out of business, either. They want to find borrowers to get them into these loans. So I'm seeing my wholesale lenders coming up with new products, home equity lines of credit that they never offered. I mean, those were out of style for years after the subprime market crash and everything. So a lot of, you know, new products, there's just a lot of different solutions coming up the pipeline. And as we, I mean, we have to try to proceed as though it's not going to be complete doom and gloom and then prepare for the worst in the back of our minds, you know,I don't think that the solution is to just crawl in a hole and wait for the apocalypse. No, you got to keep fighting every single day. You got to be a badass. Yeah, you got it. You got to keep on going. I mean, that's what this business is. It's not always easy. You know, it's not and neither is any business neither. And you guys, aren't you guys aren't salespeople, we're business owners, ultimately brokers jobs and to put money in your pockets yours. So you know, you have to go out there and win the business. And sometimes that's going to be going after distressed market buying data realizing 60 to 90 day lates. History, knowing where distressed is that starting to network with a lot of divorce attorneys probate,foreclosure defense, there's a lot of strategic relationships you could get in. But look, every single thing that we've talked about today focused on problem solving those, what I want you to get out of the show, is focused on being the world's best problem solver. And you won't have a client problem, because people will be coming to you to solve theirs. So don't overthink this business be the real estate problem solver. She's the real estate detective, you're gonna be very high in demand. And regardless, you still gonna have a business at the end of the day. So adjust with what is out there, you listen to what we're saying, adjust the business people still move, okay? People have babies, people still die, that means people still move. So as long as that happens, and people are having babies and people are dying, which last I checked happens every day, there are still gonna be people moving. But who is moving is what we're saying is probably going to change the people who are stuck in their homes at that 2% rate, well, they're not going to be as likely to move anytime soon. Then the ones who are just, you know, missed their first mortgage payment,or just lost their job, or missed their first car payment, or have high credit card debt. Those are where a lot of the investors are concentrating their times, I can tell you, that's what we concentrated our lead generation efforts at. And it's just, that's where I believe the opportunity is gonna be if you're gonna chase trends, if you want transactions in the next coming months.Focus on the problems. It'll be there any closing thoughts? You have Stephanie?Um, well, I like to always remind people that if you're the smartest one in your friend group, it's time to go out and get some new friends. So it's really nice as we go along, that everyone loves to listen to us and hear our words of wisdom and everything. But if you want to learn and grow, and come up with new ideas, you really have to go out and find people that are smarter than you to hang out with. So, you know, join some networking groups, find some new smart friends, and they will make you smarter, and more of a badass. Absolutely, what if they want to follow you, website or anything you want to give them? I'm Stephanie boy.com. And I'm on all the usual places, LinkedIn, Facebook, Instagram, or those usual places figured out tick tock yet, but I hear tick tock is where you could go wild and get, get people come to your website and all of your other social media, so I haven't gotten into it yet, either. Justnot anymore. I have a couple of videos, but I just have it. I'm gonna say I'm too tired. But try to figure it out. So look for me on tick tock in the future. Thanks, folks. Thank you for coming. And thank you for listening on an episode of the real estate marketing dude, podcast. Folks, visit our site, visit our software, check it out. It's called referral suite.com That's referral suite W S W. E E t.com. Visited if you'd like to mark your database stay in front of it. We make referral marketing, very freakin simple and content creation. Very simple. All you got to do is give me a couple hours a month and you will be everywhere all of the time. Thanks again for coming on the show. And thanks for listening. Make sure you subscribe, follow us on our channels. And we'll see you guys next week. Bye. Bye. Awesome. Good times. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Business has changed and it's scary. What do you do in a downturn market? You go back to the basics, because there is still a lot of money to be made now.Three Things You’ll Learn in This EpisodeThe basics of marketing in this economy.What you're doing wrong right now.Why this market is so scary, but doesn't have to be.ResourceCheck Out The Locker RoomReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedwhat is up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks, we are gonna get back to some basics today.People are wondering what the hell do I do? What should I do in business isn't the same as it was 18 months ago, we don't know what the hell's going on anymore. And people are like, freaking out. Chill, dude, these are the best brand building opportunities to take share and territory than ever. But I understand it's very scary for a lot of people right now. Because reality is most of you have never seen a shift. None of you guys have seen a down market to the tune of about 85% of you. And if you've never seen a down market, you're probably shitting your pants right now and rightfully so. So what we're gonna be chatting about today is what do you do in a down market, this will be my second and a half one, I believe in my career. And we're gonna give you guys some very, very basic advice. But it is basic. And unfortunately, what we're chatting about today is you got to go back to the basics. One of the gurus I followed when I first started my career, I think, as Craig forte, who said, You must be brilliant at the basics. You got to be brilliant at the basics. And I think that's correct, but if not, whoever it is, thanks.I still think about that. And it's absolutely true. The big teams out there right now and there's a lot of you guys are listening to this, you're getting your ass kicked right now that $20,000 of ad spend, you've been spending monthly? Well, the ROI isn't converting the same way it is because when there is a market shift, what you can't control are consumer habits. And that's exactly why today's episode is gonna be going back to the fucking basics. So without further ado, we have Mr. Jake Dixon on the show today, Jake runs the locker room, which is a coaching company, a really kick ass coach, coaching company, very bottom of the line guy and he's dealing with this in all markets across the country, because they have students everywhere. And I think what you're going to get today is a lot of insight on what you should be doing right now. So quit freaking out, grab your pen. Stop running on your treadmill and listen to what Jake says Jake, how you doing, dude? Doing great, Mike. Glad to be here, man. Let's rock and roll. Thanks for coming on the show here. Why don't you tell everyone a little bit about yourself? Jake's a dude.I'd say why don't you Tom, how'd you get your why you guys have so many coaching students? Why should ever listen to you? Well, you guys been doing? Yeah, I'm gonna dudes. Dude. I'm a coach dude with the marketing dude, what a great combo here. So yeah, my quick background is I played college and professional baseball. Hence inspiration for come coming up with the locker room, a lot of symbolism, a lot of sports analogies, some of which I'm sure I'm gonna drop on you and your audience today. But we specialize in working with broker owners team leads, as well as the agents who we feel are underserved I lovingly refer to as the blue ocean, which are any agents launching their careers, their dual career, they're selling fewer than 24 homes per year. That's right Blue Ocean Strategy book. And that is that's our bread and butter. There's plenty of coaching options out there for the mega mega superstar agents and producing agents. And we can serve you as well. But our messaging and our specialization is really birthed the newer, lesser producing crowd that wants to level up. I remember when I first got into real estate, I was doing a keg stand. And then a week later walking down Michigan Avenue wearing a suit and I'm like what the fuck just happened. And I joined a company that was called home touch. They're out of business since but we had a kiosk and water tower mall right next to Fannie Mae chocolates. And if you've ever been to water tower mall, it's a tourist trap. And there's a lot of people now you might not be able to walk through there without getting mugged. But that's a different story.And I sold my first four, six houses right off the floor. And it was we'd have listings, sitting there, right? And listings would just be sitting there. And then people would stop and be like, Oh, what's that worth just certain note the same concept as a window shopping when you walk past the real estate office in a place you've never been to before you always say hey, what does that house going for here? Right? So it was very easy to have these conversations and I was only 22. But instantly I knew the name of the game was having conversations because of that. Right? And that's so basic, and the gurus will tell us so you're one more note away from your next Yes, the way I look at content creation brand and all that as your own more view away from your next referral and our client because 10 to 15% of the people that see your shit, they're moving and 100% of them have referral for you guys. So my version of going back to basics is always go back to the basics if not everyone you know that knows of that you'd invite to your wedding or funeral with an unlimited budget doesn't know the fact that you're in real estate. That's what I mean. Go back to the basics. Now. How hard is it? I've never understood this real estate. I can't get business I can't get business. How hard is it just inlet the with Facebook IIemail, social media just know the let the people 100 to 200 people that you would say hello to in the grocery store. How hard is it to remind them? You're in real estate? This isn't rocket science.No, you're exactly right. And that's why we say here our motto at lockerroom is real estate's a contact sport, it's time to get your jersey 30. Some of you are going home every day without a speck of dirt to be shown for on that jersey. And so, to emphasize the point you're making there, you're absolutely right, right. We have something a concept here something crunchy, maybe called the five to 25 challenge. All we've done is repackage something that otherwise becomes numb and unsexy and made it sexy again, because I can beat you over the head, like every other person about lead generation and making your contacts. But we just repurposed it, calling it the five to 25 challenge. So math majors out there. Here's what that is. It's five contacts a day for five days a week, over, let's say, 50 weeks out of the year. Anybody can do that. I don't care if you're launching your new business, your dual career are you the busiest superstar mega producer out there, you can have five intentional conversations every day, no excuses. So that's 1250 Real Estate conversations over the course of the year. And I've been tracking this religiously now for seven years. And again, keep in mind my audience, but I see consistently a 2% conversion rate meaning for every 50 people I talk to, it will yield me one new piece of business. So what's 1250 Real Estate conversations times 2%? Right? You guessed it 2525 sales in a year puts you now in the top three to 5% of producers according to Nar put that on your fridge, you know? And yeah, what am I gonna talk about? I can't just call people to say, What am I gonna say, Jake? Well, that's a problem. Mike, you know this as well, as I do is I work with so many agents who say, Well, I've already talked to everybody I know. And I call bullshit because what you actually have done is you cherry, pick your database, show me your your phone contacts, and then show me all the friends and people you have on your social media. You mean to tell me you talk to every single person, highly unlikely what you've actually done is just cherry pick your database, because you're so busy on or worried about what am I supposed to say? So it's not a contact issue. It's a skill set issue, which is scripts and dialogues and having the confidence to go speak with people. I hear that all the time people like, especially with content creation, like Dude, I'm not gonna send that video. On Facebook. Everyone already knows I'm in real estate. I'm like, Oh, really? How many deals did you last year, because I break down the math for and here you guys can break down the math, if you're sitting at home too. And how many deals you do last year, they'll say 12 how many friends you have on Facebook 1000? Well, out of those 1000 Friends 100 250 of them fucking moved. But all 1000 of them had a referral for you that you failed to get. And you're telling me you only did 12 transactions over the course of your lifetime. 80% of the people who moved us the first person they met.What are you talking about? The numbers don't add up, right? That's basics. That's basics. It's being everybody's looking for the shiny object get rich, quick pill. And the reality is, last time I checked, unless you want a robot or artificial intelligence mechanism to replace you. We just got to get back to the basics, which is what this is all about. I equate this to a former life when I used to give young kids baseball lessons, right? Again, I have a significant background in sports like, and so I would teach a 12 year old for example, the same way I taught that kid how to grip a bat or hold that baseball properly,is literally the same thing those guys on TV are doing earning millions of dollars a year. They're the best at what they do. Okay, so So the bottom line is this. If it's true in baseball, I've got to be I've got to be led to believe it's true in the sport called Real Estate that the fundamentals don't change, the fundamentals stay the same, right? It's just that the game speeds up. So instead of that kid throwing 55 miles an hour in Little League, now they're throwing 95 miles an hour in the major leagues. But guess what, the grip and the how they hold the bat is the same. So agents the same way you close 12 homes per year is the exact same thing it takes you to close 112 homes per per year, you just need to master the fundamentals. And then notice that the game speeds up but the game and the fundamentals don't change themselves.I gotta take a quick interruption here. Just to show how on brand Jake is and he doesn't catch us if you're not watching us on video. He's got a locker, like a gym locker behind him. And when we're talking about brand and all of this stuff not to interrupt as Carson has had to bring this up is that he's living it like he's not scared to do it. The way he's talking. He's using like all these analogies and I guarantee you that that's has a ton to do and people I feel like I get you dude, you know, but he's not not being himself at the same time. So when people are like, Hey, I don't know what to talk about. When I have these conversations. It's like what do you mean you don't know what to talk about? What do you an introvert. Like you just call someone up and say what's up? I would call up like my frat bros and be like, hey,What's up, dude? What are you doing? And you just say, I've been talking to you I'm in the car, like realtors are in the car for like two hours a day, dude. Like just I would just call people up, like what's going on bro? And then eventually, during that conversation, you're like, so How's work going?And then they're like, Oh, how's it going with you? I just sold the house. Oh, yeah, it's just that constant reiteration. And you never know. And then you're right. Like, what you'll find is like 10% of people, most people don't know they're moving yet to guys this year. Like, you gotta admit it. Some of these some of these people in here relate in yourrelationships and your your database are going to be getting pregnant, they didn't mean to. Right, some of them are going to be like getting sick or losing their jobs, bucks, none of them are going to sell their damn companies, and they're going to want to upgrade, right? So it's just you don't know where it is. But what happens is that when somebody wants to freakin move, 80% of them hire the first person they meet with. And nobody wants to talk about real estate all day long, until they're in the market ready to buy or sell. But that doesn't mean you can't be talking100% Man, I'm doing a class coming up. And it's called CRMs, but not what you think. And of course, I just like to have fun with people and mess with them. But so CRM is an acronym, because I get asked all the time, what's it going to take to make it through this market or, you know, survive, and whatever. So I put in an acronym CRM. So it's consistency. Number one, consistency. Number two is relationships. Number three is market knowledge. And number four, the s, of course, is skill set. If you master those things, and implement those things now, or whatever the cyclical industry is doing, you're gonna be just fine. And that's kind of what we're talking about getting back to the back to the basis, it's not necessarily the shiny technology object. Mice version of CRMs is consistency relationships, understanding the market knowledge and skill set development. Yep, go there. I think that, like, if we're, what we're really going here is like you're working on a business, you're working on your brand is what it comes down to. It's not chasing a bunch of leads, guys, like that's gonna burn you out, especially in a market like this. You know, like, I'm gonna assume that. I mean, we're about to see two more bank failures coming up. fads retarded, and they they're raising interest rates, and they're causing these bank failures that gets the writing's on the wall.And I don't know, I don't know what's gonna happen. But there's an opportunity there, right? No one's talking about that right now on social. So like, what kind of conversations can you have on a brand? Well, I'm just gonna talk about current events.You know what I mean? Like that, there's so many ways you can go out and do it. But the other thing you want to think about in times like these is that so many people are very quiet right now. And that's why you want to be very loud. And in a shift, that's where the opportunity is, you could take territory and territory doesn't have to be physical territories attention, guys. And the more attention you have, the more territory you're gonna get, and more people know you are then the more conversations you have, like we're talking about. And it's nice when you have these conversations, and you do them with content or you reach out one on one, whatever it is. You're building a brand at the same time. It doesn't happen overnight. Jake wasn't an all star pitchers first round were you Jake. I mean, I'd like to think I was maybe in my head, but hell no, it took a lot of work alot of reps. No, I love what you're saying there because it's it goes back to being human. We are human beings and stop making it weird. Like, dude, sometimes the word lead generator prospect freaks people out. I don't know, I'm just a small town, dude, from the sticks of Illinois. To me, it's going out and making friends and having real conversations. Congratulations, you lead generated because in a normal conversation, which means it's back and forth. If you ask somebody enough questions, they're bound to ask you back something like how are you or how's your business? That's when the real estate Gods open up the clouds and it's your chance not to blow it. And because you can subtly input something about real estate, like you said, here's another little little trick on words, one of our coaches, which I thought was genius, recently was targeting this the subject of like, well, what am I supposed to say, you know, I can't just call him when I need something and beat him over the head with who do you know, look at a buy, sell, invest in real estate. That's the worst. I hate that. Don't do that. Please, just stop doing that. Don't do that. That's like saying, Who wants to sleep with me today? Right.It's a booty call.So so check it out, though. So she said we need to start need generating and stop worrying about lead generating need and Edie if I call somebody say how are you? What can I do for you, especially in that post COVID era, all that other stuff will take care of itself? Start position yourself of being a person of value in a connector and asking how can I help? What do you need from me? And the rest of the stuff will take care of itself. So maybe some of you need to start need generating and quit worrying so much about lead generating. I love that. I got an email today from one of our clients. She's a mortgage broker, and I think she's the last mortgage broker I've left as a video client.Because you guys all quit, because you're scared. And what happens is, is that she's crushing it. She actually reached out this morning and she's like, Hey, I have a real estate agent. And her and her husband also own a bakery, and I want to add value to her. So I'd love to feature her on like a business type interview and mend that relationship. I'm like, That's an excellent idea.Because she's swimming upstream guys, like, you know, she's thinking in the future she's cultivating and every other lender in her market are dying, and they're sitting underneath the desk shaking,scared and not doing anything, just worrying about what's gonna happen tomorrow. But she's being proactive, and she's taking territory. This is what I mean by that. And it's super super. It's not rocket science. It's grassroots, you know, and you're right. So you can do it from the numbers game with the database, or the five to 25 challenge. But again, to your point, just there, you know, I'm a strong advocate of forming your top 50 MVPs. I don't care if you're a brand new agent and a new market or whatever. But who are your MVP is those raving fans, those core advocates, and some of them are probably most of them are in the form of other people within the real estate industry, insurance agents, carpet cleaners, pest control companies, general contractors, on and on and on. If I have coffee or lunch with one of them a week for 50 weeks, you can't tell me that 50% of them probably are going to refer you a piece of business this year. That's 25 sales right there. Yep. Now make it a symbiotic two way relationship. It's not all of what's in it for me. But hopefully your listeners are, you know, get what I'm saying here. You approach it the right way. But you got 50 People like that in your back pocket, and even half of them deliver for you every year with one referral. Jackpot. Yep. Sobesides reaching out cultivating relationships, what else can we be doing?Why personally, I'm a big proponent of this, we need to be focusing on ourselves, how are you growing yourself? How are you protecting that thing upstairs in your brain or in your head called your brain? And so I'm a big proponent of personal growth. And that's why people are listening to your podcast. I have to assume Mike because they dig your content and it helps snap them out of the funk. Who you're surrounding yourself with what conferences what what things are you feeding yourself because right now, that sucker upstairs is very delicate, and there's so much fear so much noise that we can buy into and become a victim of or we can drown out the noise rise above it and be that agent who's standing there stronger than ever before, whenever the economy or whatever rebounds, because I suspect you feel the same way. I don't give a shit who's in the White House. I don't care what the stock market's doing today. I'm in control of things more than a lot of people care to admit, you know, and if we just stop paying attention to the crap and take control, we'll be just fine. Yeah, you got to surround yourself you're actually having an event coming up soon. I believe in Orlando. Why don't you tell them about that really quick? Yeah, go into events, get your ass out of the you got sometimes just gotta step outside your comfort zone guys. I always came back from events, implementing at least one thing, but more importantly, I got reengaged and reactivated because I was so burnt out. So I'd get the hell out of town go to an event. And then I come back and all sudden, I'm like a new man. What are you having? Yeah, as in you're right. I mean, there's tons of events going on. People are craving connection out getting out from behind these computers and zoom screens all over again. So yes, and everybody's gonna roll their eyes when I say this, but it's in Orlando in August. Oh my gosh, it's so hot. Get over it. We'll be inside. Okay, so August 10 11th. And 12 is our event in Orlando, it's called the TLR breakthrough event. You can go to TLR nation.com/breakthrough event to get all the details. We have two days for agents and two days. For broker owners and or leader leaders in general, it's going to be amazing. So yeah, we're looking forward to it. We've got about 125 spots for agents, 125 spots for brokers. We'd like to keep them small and intimate. And our events are very different from the majority, because they're very heavy on the workshop and collaboration. You're not going to just leave with pages of notes, you're going to leave with things done ready to implement when you get home. Yet, take action.Folks, what I would be doing right now is learning how to use your damn phones and creating a whole lot of content. People are like, Oh, I can't create content. Yes, you can you have three options. One, you learn how to do it and you start doing a bunch of short form stuff. And videos, too. You hire somebody to do it for you. But that just depends if you have the budget, and then threeyou do a little bit of both. There's no shortage of it. But like for those you that are short on budget, then learn the time put the time into what else you do and don't have any clients. So what else are you going to be doing right now?Um, if you have if you're too busy then you have money because otherwise you wouldn't be busy so then reinvest that money could be in such a cheapass like, you have to focus on putting it into the business you guys, you can't be quiet right now I would I think created I saw create a lot of noise I saw an awesome probably the best ad video I've ever seen was Ryan car 32nd or 62nd real best ad I've ever seen on social at least for real estate agent targeting real estate agents. And he basically just said the same shit. Like he's like, dude, like, these markets are great double down on your brand. I never bought a lead in my life like the television show doesn't hurt. But same thing. You know what I mean? It's he's, he's on point is it's true. It's just a giant popularity contest. Yeah, you're right. I mean, we have a whole section on our event from Jeff fitzer. Some people might know Jeff, who listened to this and he's going to talk about marketing and videos specifically at our event. And it reminds me what you're just saying of Gary Vee, or depending on who you follow. There's all different opinions on this. But he says stop worrying about creating and start documenting. Right and so my buddy Josh down in Jacksonville, Florida, was notorious. He has 1000s of videos on his YouTube channel, mega mega agent 65% of his business comes legit from YouTube. And to make a long story short, one of his most popular most watched videos of all time, check this out now was he got a nasty letter from his HOA? Basically saying, dude, you got all these nasty hard water stains on your mailbox, it looks like shit, you need to you need to do something you need to paint your mailbox. So he could have just painted in mail his mailbox. But what he thought to do is repurpose that as an opportunity to talk to his neighbors, that where he lives works and plays, right? And so he flips his video camera around on his phone and says, Hey, what's up neighbors. It's your local favorite, you know, realtor, Josh here, blah, blah, blah, look, I'm getting ready to paint my mailbox, I got this letter. Here's a couple tips on how to go about painting your mailbox. So it looks like a million bucks. Like he was going to do it anyways. But it was just that I'm amongst the people. I'm a man of the community. And oh, by the way, I'm a real estate agent. You know, it was just beautiful. He's got so much business on video like that. Crazy. That has nothing to do with real estate. Like it's no, it's so we had a guy that started. He's just doing a that's a good tip. If you guys doing short form content, you have to upload it as a real please don't upload it as a regular video. So we had this guy and he was we're doing all of his editing work. And you know, he stopped talking about real estate, you start doing barbecue reviews. And in all of his videos, he's always wearing like a hat that says like, I'm a realtor or shirts that say I love real estate or something like that. So he doesn't have to say it. So he's just branding, the fact that he's in real estate, but it's very guy Ferraris. He's going around and just doing restaurant interviews. And all he's doing is eating. Right. And he's just he just he's a total dude, he looks like it. He started uploading them as reals. I mean, it shipped blew up like he's got like, every real now is like 3000 views, 4000 views, 10,000 views. And now he's become known as like this barbecue guy. On the flip side, we have an attorney I started doing content for and she's a bankruptcy attorney. And she's like, well, what can I do to stand a little bit different? She's like, 75 years old. And I'm like, what do you do on the weekends.And I found out that she knits picture that 75 year old who knits a My Great. Well, all I want you to do on video is just start, I want you to be knitting a ball of yarn. While you're telling me about bankruptcy. It's very simple. No one's gonna care what you talk about, but they remember how you said it. So it's very simple to build attention right now, you guys, you don't have to overthink this stuff. But you have to start doing it. Because right now, there's a lack of people doing it. A lot of your competition is scared. And when you just take the earnest and start doing it, you're gonna get the noticed. That's what a shift is. Yes, it won't pay off right now. Probably take 3678 months, but I could guarantee you in 12 months from now, a year from now, you'll come back and you'd be like, Holy fuck, I was so glad I started creating that content. That's awesome, man. I've never heard anyone who hasn't like I have not heard anyone who have it. The only time it doesn't work is if people don't like you. That's nothing I can help you with. You're in the wrong damn business.So reminds me like I don't know if you follow like Dave Portnoy or somebody who just does pizza reviews. Oh, yeah. Love. You know, all the do does is pizza review.Best pizza review was in the South Loop. I live in the city, Chicago, and he's doing a pizza review at eighth and state and it's a pizza place I've been to many times, and there's a cardigan stolen right behind him with a cop just sitting there waiting. And it's the best pizza review ever. And he's just eaten a pizza testing. And he's just like, dude, that car just gets stolen.Right in the middle of the city, but that was one of the it wasn't just a pizza show. Like that's why I'm talking about I remember that. But now I'd also remember he's the pizza guy. So like, you guys, be you. That's the point though. Like the end of the day. What are we doing here? I would argue or submit at least it's to win the mindshare battle. If I can win their mind. Look, I don't have to remind them every day.Some day or every conversation what I do if I'm doing my job effectively, they'll know. But what are we going to talk about between now and then seven years or nine years from now when they have an actual real estate need to buy or sell? We better find something else to talk about and stay top of mind with each other. So whether it's pizza or barbecue or knitting or whatever, take something you naturally enjoy. Create some video content like you're saying with it, and you stay top of mind amongst the people. Yep.Not that hard, guys. You just got to do it. Folks, we appreciate you listen to this episode. Why don't we Jake, tell them again about that event. I might be going there. might check it out. Love to have you. So yeah, man. It's Orlando, the TLR breakthrough event August 10. Through the 12th you'll find your dates accordingly on whether your agent days or the broker days, just simply go to TLR nation.com/breakthrough event we'd love to have you cool, Folks, we appreciate you listening to Episode The real estate marketing dude podcast. Folks, if you need help building your content, I want you to visit our new software we just released it's called referral suite referral suite.com That suite s wet like the blue popsicle.com and visit it if you're having trouble staying in front of the people that matter most that are responsible for the vast majority of your business. Give me one to two hours a month and I'll make sure they all know who the fuck you are. Appreciate guys listening and we'll see you guys next week. Peace. Thank you. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are talking about the power of visuals. We mean branding, photos, videos, anything you can see. If you don't have a strong visual presence, you don't have a brand.Three Things You’ll Learn in This EpisodeWhy your brand needs a visual.How you can incorporate visuals in your marketing.How PhotoUp can help you create marketing your real estate business.ResourceCheck Out PhotoUpReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast what is going on guys? Today, we're gonna be chatting aboutbranding and the power of visual imagery.I, if you're not creating content, you don't have a damn brand, or you ever build one, right? And we're gonna focus on why that's so important because people don't put enough time and energy into this. And a lot of you guys, the reality is that you're struggling right now. And you're wondering why the book is struggling? Well, it's because you never built a brand to begin with. And when the market shifts like this, it takes a dump on you. But everyone who has built a brand over the last four or five years, yes, business is down a little bit, but they're definitely not struggling. All right. And that's going to be the power. So what I want to do today is just focus on that. How do you build a brand online because everything you do online with imagery, whether it's video, whether it's photos, whether it's your damn logo is marketing, and how that appears to others is important, right? Nobody hires the person that has never seen because they don't remember them. And in real estate over 80% of business is going to come from the people that already know like, and trust you not a bunch of fucking strangers, so pay close attention today. Without further ado, we're gonna introduce our guest today. He's with Photo Op, Mr. Devin Higgins. Devin. What's up, dude? Hey, Mike, thanks for that got everybody psyched and pumped to listen in today. I love it yellow. Oh, that's the attention getter. If I don't do that, you guys will start falling asleep. So while you're sitting there on your damn treadmill right now pay attention.So yeah, tell us just tell us real quick about photo op what you guys do. And I got all the different types of questions for you. Yeah, sure. So photo op, we've been around for the past 10 years, we focus on everything digital real estate marketing. So doing photo editing, video editing, Virtual Staging, single property websites, virtual tours, we even do house portraits for closing gifts for your clients. So anything kind of digital, and then a little bit of personal assets that are too as closing gifts that you need to kind of market your brand, your business, your listing, we can help take care of it for you. Yep, I had. It was probably about eight years ago, I was at Social Media Marketing World here in San Diego still live in Chicago. And I bought a book that weekend. And it was called The Power of visual imagery. And it was right when I started to really exercise maybe like 10 years ago, but when I started to really get into social media, so I really started getting to content creation. And I want to lay out what she wrote in the book that sticks with me still today. And I just want to prove this point why it's so powerful. And people oftentimes, you know, nobody remembers what you actually say. But they remember the impact that whatever you're doing made on them. They don't remember what you say they remember how the crochet is probably made you feel. But the what she writes this, she's like, Well, dude, look, everything is based on story. And I use this in one of my presentations now. And I put a slide on my presentation and it just says boy in blue B O Y, then I asked everybody Hey, what's going through your mind? So I'm asking you guys right now, boy, what's going through your mind, you got five seconds, what's boy B, O Y? What image is going through your mind? Right now my next slide is a picture of a little Asian boy in a bathtub with bubbles and a baby bottle. Now I say what's going through your mind there. And because that picture gives you a lot more context, you're able to form more images in your head and relate to it. But then when you go a step further, and you do a video, you have a word, a picture than a video, which is the most impactful. Right, right. And it's, you know, at the end of the day, it's what people see is the most impactful thing they remember, it's not what you fucking say. Yep. So that's why imagery is so important. Yeah, yeah. I mean, we see it all the time. Just even in terms of engagement with listings, right listings, who have professional real estate photography, or at least professionally edited real estate photography, actually get 50% At a minimum, more traffic to that listing, because the images matter, right? I mean, 95% of people that are looking for homes today are starting their search online, right? It's not going to be something that you as the agent necessarily find them or show them. It's going to be them coming to you saying, hey, this listing looks good. I'm gonna go check this out, because I love the photos that I saw online. Yeah, and the thing that people don't realize is like, if you like, please don't take pictures with your damn cell phones like your real estate agent. You're making three and a half percent, couple $1,000. If you can't spend a few $100 and getting the photos like you should just not have a license period. We allI'll stop your mic Real quick though we actually and we've seen it too. And we've preached this for years, right? Don't take the damn pictures with your phone. But people still frickin do it. What we've come to the decision of is, you know, people are just gonna continue taking pictures with their phone, how do we make them better? How do we professionally edit those. So we're actually working on an AI editing app, where you as a realtor can still take the photos with your phone for again, the lower end listing, maybe you don't want to spend 200 bucks 300 bucks on a marketing package for a $200,000 listing, but at least get them professionally edited through a professional photo editing app. So that's gonna be coming out later this year beyond. But again, just a way to enhance your marketing. And yet you're not a photographer of your realtor, most likely, some people are and if you are great kudos to you. But if you're not just at least do something to enhance the images and make them look professional. Because attracts more people. What does it say about your brand? Like if I'm, if I'm looking at a property if I'm gonna, if you're selling my house, and I'm gonna look up like a house you sold and one of the things I'm gonna see on the photos you took, and I'm like, Dude, that thing looks terrible. Right? You know, it's like, but and then here's the other thing too, like you just put out an example about, oh, maybe it's only a 200,000 or listing. And a lot of agents won't go top and on the marketing, but when I was still in production, I always went top in and on the marketing, I never discriminated against price ever because I treated everyone the same. And I'm gonna give you guys a good story. $15,000 listing on the south side of Chicago 6700 block of South St. Lawrence, if you guys been there before, you probably wouldn't ever walk step out of your car $15,000 inhabited by homeless people, did I I didn't. I didn't shortchange anything. I did a video, I did full a professional photographer I hired come out down there and do the photos. I lost money marketing the listing, guys. But my brand matters. The day that listing close to seller, Dan decided to tell me he had three more properties for me to sell, because he's very impressed with how we marketed that dump of the prep list. You have to go all in on everything. It's marketing. A listing is not necessarily about that listing. Certainly it is. And it's trying to sell that one. But it's about the next one that you're gonna get. It's about your reputation. Mike, like you said, it's your brand, right? It's your business, what are people going to expect when they come to you and hire you to sell their house? That's what they expect.This is pretty cool. So you guys do likestaging and virtual and all that? Yeah, so Virtual Staging has been a big one. I mean, obviously, the pandemic kind of boosted that, right people couldn't get into homes to physically stage or even walk around, and then see kind of what a space look like. So they wanted to envision what it looked like with their furniture in it right, or with some set of furniture in it. It also is a huge time savings and cost savings versus physically staging a house just because we can do it so quick, right? Typical Virtual Staging job turns around in about 24 hours, whereas the physical staging company is going to take multiple days to even get a contract signed to figure out a time that works for them to come in to set everything up to move things around to potentially nick the walls, right? Scratch the door, whatever it might be, versus you don't worry about any of that with Virtual Staging. And it's a hell of a lot cheaper. I mean, typical image for us is around 25 bucks, typical home staging is going to run you anywhere from a grand to a couple grand, depending on how long that furniture sits in the empty house. So very cost effective, very economical. And, again, you're trying to get people in the space itself. Virtual Staging is able to do that, because he got great photos online that are getting people excited to come and check out the house. Are there any things you can like? Yeah, I mean, that's that's pretty cool.I remember Matterport was a big deal. Like when I was still in production, you know, if they're still around? Oh, yeah. But like, it looks like you guys have a very similar thing. And we would get same thing we would we had a more we would get Matterport not just to please the seller, like I didn't care about the anything else. I just wanted it to look cool, right? And the seller is your first showing you guys so you can't chat. You can't shortchange any of this stuff. color wise. Like let's get out of photos, obviously do your own photos. Let's get into some like, just visual imagery in general. Like what do you suggest realtors to do if they don't have a listing? What kind of photos should they be taken? What kind of marketing can they be taken? What do you you know, videos, Talk Talk to me a little bit about that. Sure. I mean, anything and everything that you can do visually, like you said, right? People look at words. It's one thing people look at a photo, it's more engaging. What's the most engaging thing you can do? It is a video, it's going to be the biggest attention grabber it's going to keep your eyes on something longer. It's going to allow you to show your true personality and colors right if I looked at a photo of you, Mike, I'd be like, Oh, it looks like a cool guy getting on the podcast with you and actually talking even his face. You're like, oh, my gosh, exciting. This is friggin awesome. Like you want to meet you might not just see the picture of Mike. Look at the impact though that goes back to that example. I just gave you like how many agents do you guys see you guys that are doing this at a high level. Not get the video on that listing and why not? Like it'll just Oh, I'm just going to take I'm just going to take the photos. Get the video on the rightsticking to like, it's not about the listing. No, it's not about that listing like I said before, it's about the next one that you want to get. It's about your brand your reputation if you want the higher end listing, I think the one thing that blows my mind is like the agent that's constantly selling 200 to maybe $500,000 homes and is like, Man, why am I not getting the higher end listings? Because you're probably not marketing anything like a high end listing? Why would somebody who has $1,000,000.02 million dollar $5 million listing hire you when all you do is photos and they look as shit? Because I have a real estate license? Dude. Yeah, exactly. It's like no, that's that's not going to be how it works. Even if your friend or your family, right. I mean, they want a professional who's doing professional grade marketing for each listing that they do. This is the way to do it. Yeah. There's no doubt like people take a pay attention to the details when it comes to stuff like this. Yeah, I used to use that stat alias. I was good for professional photography. It's just a big deal. Okay, so what a listing videos, what do you seen people doing? You see anything that works better than others? I mean, obviously, showing the home right getting through the space, having it done professionally, half hiring somebody to come out with their nicer DSLR camera. Again, you can make a nice enough video from your iPhone. But do you know what you're doing? Do you know how to pan around the room? Do you have a stabilizer, making sure that it is of professional grade, and showing every room in the actual flow of the house, I can't tell you how many people were videos that I've seen that weren't done by us, we don't do this. But other folks who like you walk in the front door, then you're in a bedroom, then you're in the upstairs, then you're in the kitchen, then you're in the downstairs, it's like, Whoa, I have no idea how the flow of this house actually works. It takes time. And it takes effort to make sure that you're laying that video out correctly. One thing that we've seen more in recent years is people actually the agents themselves jumping into the video, right? It's your brand, it's your reputation. It's not about that listing itself, it's about you, it's about selling yourself as the agent. So whether it's the beginning of the video, a short little blurb at the end of the video jumping in, even if it's a picture, I know some people don't like to get on camera, or camera shy, I get it, that's fine. But also, if you're an agent, you can get over that, like get on camera, you should. But if you don't a picture at least, or if you really want to go in for it be involved in the shoot. I've seen a lot of people now, even on simple things like a tic tac reel or an Instagram reel, right of jumping in there and sitting in a room as the cameras panning around, right? Even laying on the bed, doing whatever to engage with the house itself, and make it feel like it can be livable. I think that's a great way to show engagement. And again, be connected and be the brand in your videos and in the marketing that you're putting out there. Yeah, this is a reminding not selling, you don't have to sell the fact that you're a real estate agent. You just have to remind people, right? That's what marketing is. But when you're in Yeah, I hate when people don't get in the listing videos like Dude, the whole point of doing the video is to build the brand. Yes, get in the listing, dude, like,I can't get on that video. Do you have to get on a video, it's your job. When I was doing we used to do these like, this is like 2012 or like first people ever in the country doing video then. But what happened was because of that, it just generated a shitload of attention. So the goal of the listing you guys is not to sell the damn listing. That's my third goal. The goal of the listing is to first please the client for repeat business and referral business, which is why you need good shit, your shirts got to look good. No one goes back to the restaurant that they find a fucking hair in their food. That's what your pictures look like when you don't fucking get professionals.Right. But the second one was the leverage for spin off business. That's why I'm marketing right? I'm getting really good images and videos to leverage spin off business. So I'm using the listing as a way to generate more business. And then the third is to sell the house in that order. Totally. Right. But if you're building a brand or business and don't shortchange this stuff, because no one the problem, I think is that people don't look at their, their business like a business, they their salesperson chasing their next check. And they don't realize that they're selling fast food.Yep, no makes sense. And how do people learn this? Right? I mean, other than listening to your podcast or just understanding the importance of marketing, because what I've seen is agents are not necessarily marketers or professional marketers, right? How is there a way to learn this I was there a way to do this? It is it's listening to a podcast like this or just knowing to go out and do it having some sort of marketing background or coming to a site like photo op, right? Checking out all of these amazing tools that you can have to market your listing and making sure to do that consistently. We have a saying within our business at least, that consistency over time produces great results right? You're not going to just do all the bells and whistles and marketing on your first listing and then be looking at that say Mike and Devin man I did a photo video, those virtual tour property website on this shitty $200,000 listing and havinggotten anything from it? Well have you done it on your next one and the one after that and the one after that and the one after that? It breeds great results if you're being consistent with your marketing or with anything in your business to be honest, yeah, marketing is not advertising but it does lead to the next sale that's what people don't realize they're so used to like oh, I need a lead lead. You're not even a follow the damn leads you're getting like the fucking talking about you just want leads. Because it's flowing your ego. It's making you feel like you're accomplishing something, but you're not converting them. So what the flux the point guys, like, quit playing this hamster wheel of a race here. Like, it just drives me nuts. Like I dealt with it. We do with our own clients. Like right now. We've lost a lot of business. I'm not shy to say that because we do video marketing for people. But people are so scared right now they're cutting back. Well guess what? Every single person who doubled down is not struggling right now, guys? Yeah. Why? Because they're earning the attention of their audience and the marketing while everyone else goes hiding, and cutting costs, we're doubling costs. We said the same thing happened in COVID. And COVID. How many people just came out like incident celebrities? Like because everyone was stuck to social media and the people that took to social, right? We COVID it March 2020. April, and throughout the next year, year and a half, go look at their tick tock channels right now. They have like millions of followers, everyday average people because they took the time to put the content out there and all pictures videos, it's all content. Yep. And market even when you don't have a listing, right? I mean, get yourself out there, get behind a camera, go on social media, put up an Instagram post, put up a tic tac video, I mean, get yourself out there any way shape or form. Mike, like you said, I mean, remind people that you are a realtor, right? It's not necessarily about I have to sell this listing, or I have this listing for sale right now. It's about hey, I'm the realtor, I'm the person that you need to turn to when you have something to sell. So that when I'm gonna when I'm in the moment, right, and I'm Joe Smith, and I'm looking, oh my gosh, I need to sell my house, I just got fired from my job, or I'm going through a divorce, or I just need to move and upgrade. Oh, I remember Mike was a realtor, because he's always posting about real estate. Yes, that's when you want to come up 10 to 15% of the people that see your content are going to be moving themselves this year. Most don't know it yet. But 100% of them have the ability to refer you at least one client. And when you're consistent with content, you want the attention and you want the attention, you have a brand, when you have a brand, you have more conversations, it's very simple. But you have to create something to be top of mind and all of that. And that's where the power of visual imagery does. It's not so much to get on a soapbox and sell your shit. It's like, it's to just tell your daily story that reminds people and for those you that are scared to get in your own videos, say this a lot in the show, but your obligation to do so if you believe you're the right person for the job, because you should tell the world about it. And if you don't believe that you're not the right person for the job, and you should quit, probably and somebody else down the road is going to be getting in the videos is going to be putting themselves out there. And who do you think those clients are going to pick the guy that's unwilling to get behind the camera and actually put themselves out there and sell the listing or sell themselves? Or the guy that's out there doing it nonstop every single day? You have to make yourself more marketable. I agree. More marketing, more referral. I like it. Dude, what other any closing thoughts you want to have here? Like, don't get scared, do it invest in yourself? Totally. I think for us another big thing that we're seeing both on the photographer side, because we work with photographers a lot and we work with agents is just the power of a Viet, a virtual assistant to take some of those lower level tasks off of your plate for photographers. It's a lot of editing, right? They shoot all day they come home at night they need to edit, that's a part of our business, but we've actually dedicated resources to them to improve quality and consistency. For the agents. It's transaction coordination, it's admin work, right? It's the social media stuff that you don't want to do. Can you hire somebody to do that? And we know it's tough to hire over here. We have the big team over in the Philippines we have about 200 employees over there that are incredible human beings that do phenomenal work. at a lesser rate around seven to $10 an hour is what you can get a full time VA for that really does help you leverage your time your time is money, your time is valuable. Your best use of your time is getting yourself out there shaking hands, going to networking events, meeting people being engaging in that way and not necessarily stuck behind a computer, creating your Instagram post or posting your Tik Tok video or managing your website right your time is best spent getting in front of people and being with your potential clients. So that is one thing that we've seen kind of uptick again, through COVID times and even beyond and something that we are happy to help you out with I like it yeah outsource all non money making activities especially at an ancillary people, you're getting socks, you're not an editor, senior shit, it's terrible. Again, and that's a reflection of your brand like you have if you're putting out crap content, and you're really gonna go out on a videoLike if you suck at editing, hire an editor do this because it's got a pencil. It's nonsense. It's very simple. And it's the most impactful marketing you're gonna get. So I appreciate why don't you tell everyone your guys's site in case they want to check you out. So again, my name is Devin. I'm with Photo Op, it's photo op.net. You can also go to photo op.com. And it will transfer you to the same spot we give everybody who signs up 10 free credits that you can use on any of our services, photo editing, Virtual Staging a property website, a virtual tour. And then yeah, we're, we're happy to talk to you. We're excited to get there. One one quick story. You just said editing sucks, Mike. And it was actually he assured that we were at our last convention, it was a real estate photographer convention that literally the shirt just said everything sucks. And you wouldn't believe the amount of response and people touching. It's great. Yeah, that's true. I like that. Well, appreciate having you here, dude. And we appreciate you guys listen to other episodes. Folks. If you'd like to check us out, you want to make marketing your own brand easy. Why don't you visit our new software called referral suite.com That's sweet WSWE T referral suite. And we will farm your database for you. All you need is a couple hours a month if that. And you'll hit them through direct mail, email and social media but you won't have to think about what to create because we do that for you. So visit us at referral suite.com And we appreciate you guys listen to the episode. We'll see you guys next week. Peace.Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling into your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

If you are expecting one conversation to convert your next client, you might need to think again. Today we are going to talk about what it takes to keep the referrals coming.Three Things You’ll Learn in This EpisodeHow to build relationships with clients.Why you aren't converting leads.How you can bring in more clients.ResourceCheck Out SheridanStReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:Speaker 1 0:00  So how do you track new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas the real estate marketing division, this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedSpeaker 1 0:31  What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, I'm sure we're gonna chat about today's we're gonna get right in down and dirty with lead generation, specifically, digital online, social media, Google Tiktok, Facebook, lead generation, we're gonna go through basically the ins and outs of it, we have a guest today that this is what he does, I'm gonna dissect his funnel live right now with you guys and sort of show you behind the scenes of what really goes on. But here's the overall message I want you to get. I just met him 20 minutes ago, so fucking, I have no idea what he's gonna talk about. But I'm almost positive, we're gonna agree on this. Nobody converts on the first damn touch, you're not going to get her in bed, the first time you see her, you're going to need to build a relationship online build trust build authority, and over time, you might get lucky. So what I'm getting at today is that this is not a one touch thing. And there's a reason why some teams do very, very well at lead generation is because they have everything crinkled on all cylinders. And these one stop shop people, it's very hard to compete against that in the marketplace because you don't have your auto responder set. You don't have retargeting setup, you don't have this video going to this video and email, text message like there's a lot of shit going on. So we're going to break that down and the confusion of it very simplified today. But the reason why this is titled this way is because you don't get married on a first date, and you're not going to convert the first time you touch somebody, it's gonna be a series of multitude. Now if you do congratulations, we all get lucky once in a while. But it's nothing that we hang our head on or count on each and every night. We go out here and I'm saying, All right, so without further ado, we're gonna go out and introduce our guests. This guy's a fucking Colombian. You guys might not know this, but I am a Colombian 50% I always claimed my Mexican side. But I'm actually all Latino, 5050 Colombian and Mexican and actually finally met one of the other one other Colombians that I've met in a long time in the space, especially in the real estate. And so I'm excited to have you here. Without further ado, who's going to introduce our guest, Mr. Cody. Hey, what's up, dude?Speaker 2 2:28  Man, I really excited I love that intro. You know, I we definitely share that same ethos to, to business to lead generation and marketing. And just super excited. Yeah, with you today.Speaker 1 2:39  You know what people used to always tell me, Mike, you're a white Mexican. And now I know why it's because it comes from my Colombian side. And Cody is as white as I am guys. But we're both Latinos. So it's funny thatSpeaker 2 2:49  I see I'm actually not, I gotta set this record straight. I'm actually not Latino at all. I thought you're Colombia. No, I'm from I'm from I'm Canadian. We? I, yeah. I have Italian and I have Italian in me and I have a little bit of English, but I'm not Colombian. I've just spent the last almost a year now traveling through Latin America. My entire team is a Latin American, and just fell in love with Latin America.Speaker 1 3:19  Awesome. Well, most Colombians are very light skinned. Okay. Excuse me. Anyways, let's get into the show. Cody. Once you tell everyone a little bit about who you are your background. Before I start grilling year,Speaker 2 3:33  I will give you the high level SparkNotes version of what how I got here today, spent 10 years in telecom, managing sales teams and just with a passion to help people. And I transitioned out of telecom sales management, probably in 2018. Now so about five years ago, I started my agency originally an agency was called studio b2b Oh, we worked with pretty much any lead gen based business. And about a year and a half, two years ago, we kind of shifted gears and went all in on helping real estate agents and teams really build their funnel, fill their funnel, nurture their leads for life and book more in person meetings, more phone appointments, more live transfers, where our team is spread out all across North America all across the world, really. We're in Latin America, we service the US and the Canadian market, really helping them to do that. I have a business partner in the company. His name is Sharon Srivatsa. He joined me about a year and a about a year ago now. And your business partner motherfucker. There you go. Sean Serrata. Yeah, really good friend of mine, you know as a partner now and we've taken a lot of his IP and kind of repackaged it put it into our system and just on a mission to help more and more and more real estate agents do really cool thing. So I see Shawn all the time I gotSpeaker 1 4:53  around quite a bit. There's a when he until he went to real and then everything sort of changed out a little bit and that's another story in itself. However, let's keep going on the show anyways. So I want to know what the hell, how does this thing work? Okay? You guys obviously have a system in place. And let's just start a start from the beginning of what you really need to really run a digital marketing funnel, right? Let's just get down to the nitty gritty, let's get and like, what do I need to have going for? So I want to take this through, what do I need to have going on? And then we'll sort of dissect each one. So everyone could sort of follow very easily through audio here. Yeah.Speaker 2 5:31  If you like, for me, I have a fundamental belief that all conversion happens in conversation. And so like, it's like your, your funnel needs to create conversations, and how do you do that, like, there's so many different ways to create digital marketing funnels. I think that a lot of people that are starting out if like, I'm gonna, I'm gonna wager to guesstimate that a lot of people probably don't have a Ryan serhant, or a mike Gerard brand. So there are assurance robots of brands, so they're going to need to get really creative with an offer. I have a fundamental belief that no amount of marketing fixed should he offer, like, it's just, it's not going to happen, like, so setting yourself apart, like, there are different ways you do that. So you know, having an irresistible offer will get people to take action, where the risk of somebody moving forward and giving you their information will outweigh, like the benefit rather, will outweigh the risk of moving forward. So the first focus is like really dialing in a who you want to reach, like your messaging, be your targeting, like, you know, what are the demographics, the psychographics of the actual end consumer, and then putting an irresistible offer in front of them, that makes it a no brainer for them to essentially click that button, give you their information. And, and a lot of people struggle with that, because they're like, Okay, I'm gonna, I'm going to click the Boost Post Button on Facebook, or I'm going to, I just want to get my listing in front of as many people as possible, but it's like, the currency really comes into how many conversations can you create, like, if it's if it's text conversations I need, I need phone numbers. If it's if it's messenger, I need I need to get people to message me in Messenger to have those conversations where, you know, Tron talks about this all the time around, like, you know, all of the money is made in the DMS, especially on social. So if you really want to create longevity in your business, there's one two things that you need to happen either A, you need to get them into the into the DMS and you'd have a conversation there, or B, you need to get them into a CRM, and you need to call them or text them. So that's really kind of like the start of the funnel. Obviously, there's key elements towards doing that. But an irresistible offer and a form and a form capture is, in my opinion, the best place to start.Speaker 1 7:35  So let's stop right there. Folks, you guys are a fucking commodity. I mean, you guys are offering exact same thing. 99% of you can list your house, put on the MLS and open up a couple open houses, we're gonna do some photos, and I might even do a video and we're just gonna wait and pray for a buyer to come. That's not what gets you hired like you're leaving your real estate license does not. It legally gives you the right to collect money, but it's not the reason why people hire you. People hire you because of what the fuck you could do with it at the end of the day. And you're right on the irresistible offer. So if you guys been following our show, we launched a thing called owner advocate, which is just a multiple selling solutions. We have six different ways that a seller can sell their house cash offer sale leaseback bridge loan fix homeless program, regular listing, foreclosure short sale, and they could share, they could sell a portion of their house. Now 90% of the people who come in through that funnel end up just listing, but it's because we have an offer that's different than everybody else. And when everybody he's 100%, right? If you're gonna go out there and say, Hey, I'm a real estate agent, I'm sorry, no one gives a crap. If you're gonna go out there and say, Hey, I'm a real estate agent do something a little bit differently. Here's what I'm doing great. You might have a little bit of my attention. But if without an offer just being a real estate agent, would you agree that if you're just a real estate agent, just go out there and just run it as a spec? Hey, look, I'm gonna I'm a real estate agent. I've been here for 20 years, you're gonna die and burned so fair?Speaker 2 8:52  Well, not only is it fair? No. Is it fair? It's like, I have conversations with agents every day. My sales team has conversations with agents every day, like agents like I like this market is is really interesting because we are 100% in a skills based market. And that that goes into sales and it goes into marketing. The interesting thing about the skills based market is the amount of conversations I've had with people that said they did 15 transactions last year that haven't even sold a home yet this year is flabbergasting. Yeah, it's crazy. It's crazy the amount of conversations I'm having I had a conversation with somebody who got into the business in 2009 We're now 2023 They haven't sold the home yet this year like like we're in q2 and a large portion we got spoiled we got lazy we got small we got lazy we didn't build our pipeline we don't have we don't have now a buyers and later buyers we don't have now sellers and later sellers. And we're you know a lot of agents are struggling now. So yeah, like you know, you mentioned at the beginning of the podcast around like the first date conversation. It's like, I just like I have a fundamental belief just take a meeting with everyone. Like if your calendar is not full with at least today. three meetings a day meeting potential buyers and sellers. Like you're just you're not going to win in this market. Like it's just not it's not possible,Speaker 1 10:06  you got to be doing 10 to 15%. The people you guys converse with are moving in next 12 months, but 100% of them have referral for you. So if you're just always having conversations, you're just bound. And this is how an agent traditionally works referral market, right? You're just sitting there just be Johnny everywhere, right call and because babies and shake hands, well, when you're doing it online, it's no differently, but you're just having conversations with strangers through things like automation and text bots, etc, etc. And it's the conversations that lead to the trust. Now, the other option is you could have a big mega brand, right? You could be the Josh Altman. And like you think Josh Altman as a listing presentation, Fuck no, he doesn't. He just shows up. And he's so damn confident he's got a television show what he says goes, that's called a brand. Most real estate agents don't have the brand and go with it, because you can create great content to create content. I've done over 5000 videos for real estate agents in the last few years. And I can tell you firsthand that most of them won't last more than six months doing it because they don't understand the power of building the brand long term. And sometimes it takes six months to build that brim. Chevron's a good example. Chevron came out of fucking nowhere a few years ago, and now he's like a local celebrity in the real estate industry. But it's his content and how he and how he presents that people fall in love with. It's not the what, a lot of people say the same thing. It's how he does it, that built his brand, right? So you guys, each and every one of you have an individual and that's like, great. Like, there's no reason you can't do the same thing. But it all starts by what we just started talking about. You have to have something you do differently. What the hell is the difference? I asked Realtors this whole time? What's the difference between especially when I get them on a branding call? Hey, what's the difference between you and every other agent? 99.9% of the time the question the answer is, I'm going to take care of my clients. I really look out for their best interest and I'm like, No shit, fuck Sherlock. That's a fiduciary duty, that's what you have to do. And that's assume no one's going to hire you because they think you're going to take them over, they hire you because they think you're going to help them. That's not a sale that's not USP. Alright, let's keep going reach targeting. I love the offer. What type of you give me a couple examples? What type of offer desexing right now online?Speaker 2 12:07  Yeah, right now, we have a partnership with a company called revive on the seller side, where they essentially $0 down all renovations, they do all the work, pay on closing, increase the value of your home where it's no longer like find out what your home is worth in the market. It's like an actual offer. I started working with a bunch of flooring companies in the beginning and it was so easy to get the flooring company into the home. Because they had offers they had zero credit offers. So it's like, you know, leaning into the credit offers is really good, because it's different than what everyone else is doing in the market. And like a lot of people have that in their arsenal, like I know, kW and compass, they have an arsenal, but they're just horrible at market it. They're Yeah, they're horrible marketing. tons of companies are just terrible at marketing their offers on the front end, but it's like the offer that really gets them on the buyer side. You know, like, if you really want to sit down with people and you really want to have more conversations, there's one or two ways to do it. It's either, you know, advertise off market properties, get people to, to, you know, to come through, it's like, you know, get a list of off market properties, you put a list together, that's one way. You know, people want exclusive offers. That's it. That's one way to get people through the funnel. The other option is like right now it's working. What really well, on the buyer side is like your first month mortgage payment. So I'm gonna give you an example of first month mortgage payment. So we have a client, who in his market he wants to be really well known for as a philanthropist. Like he is like, he has a philanthropy mindset. So when we were we wereSpeaker 1 13:38  closing, does it give back a portion of percentage every closing?Speaker 2 13:41  Yep. So yeah, he does first month mortgage payment on us. So we like we gives back to the buyer. So the buyer has to donate a portion of the of the buyer credit back to a charity of their choice, boom, love it. So he's getting he's picking up philanthropist mindset people from the beginning of people who have the mindset of wanting to give back but that is an example of a USP mixed with an irresistible offer. SoSpeaker 1 14:06  it's just say no to him, he could charge that dude can charge 7% Compared to your 5% and he's gonna get fucking hired because people have an emotional connection with him and the one that's going to hire him and as somebody that had a personal situation with the exact charity that he's donating back to it could be a death in the family a sickness in the family or something like that. We have a lot of philanthropists clients, every single one of them crush they're all doing million plus. And it's like why it's because you've created an emotional connection USP that no one can say no toSpeaker 2 14:34  exactly. Love it. It makes a massive difference and the conversations are amazing.Speaker 1 14:40  But listen, what are you seeing as it's not even like the service you provide us the how it's the person behind it, it's your why right that people have that are hiring so that's excellent. You mentioned something else the Revive isn't national company because anyone can use revive. They're one of our vendors for our programs as well and they offer a lot but they do lead with a fix homeless program on their website because they know that That's the biggest lead gen tool, right? If you could tell someone how to flip their own house, like, come on, you have my attention. Right?Speaker 2 15:07  It's a no brainer. Like no brainer, it's, it's a no brainer, like have it in your arsenal, use it as one of your tools to advertise advertising on the front end. And it's just a matter of getting your ISA to call with that specific offer. Hey, you know, Tom, at one point in time, we saw that you requested some information around, you know, potentially doing $0 down on renovations, Does that ring a bell, you know, and then the ISA, she's going through the process of like qualifying them and sending them to you. So it's not like it the the offer makes it so much easier for an inside sales agent or appointment setter to, to have those conversations to send you live transfers, and then you just take it over and use your own scripts. And it's it's like, it becomes a no brainer becomes super simple. It's not easy, but it's super simple. Once you implement it,Speaker 1 15:54  I can verify all this, you guys were closing or transferring probably about three or four day. And we're using this exact system to do so. So what he's saying is right on, and anyone can do this isn't like anything like we created, we're just leveraging another company's USP and working with them. Alright, so let's get into the actual ad side where you're running ads that like for this messaging, and let's talk about like the channels first. You mentioned tick tock,Speaker 2 16:19  tick tock through Facebook, Google, YouTube, Instagram, like all the like, kind of the five main social channels. And then kind of like our fundamental belief is like, like I said, like, it's all conversion happens in a conversation, it's like, I need to get them off the platform into a phone call. Because like, like, if I can just get the agent in front of the person to have that conversation. We have specific scripts that we know are working right now like, and you've probably heard sure if you're if you follow us around, you know, schruns like, why don't we sell that gameplan frame? It's literally like we get we get the agent on the phone. And it's like, you know, has anyone taking the time to talk to you about the top three things you need to consider in order when in the market when you are ready to buy or sell the leads? Gonna say no. And you're gonna say why don't we do that? Why don't we sit down for a cup of coffee before the coffee gets cold, I'll walk you through the top three things you need to consider in order to make an informed intelligent decision. And when you are ready to buy that script is crushing it. But from an ADS perspective, it's just, it's getting them off the platform on tick tock like, we do a lot of video content. So the video content we do is very customized where it's like, hey, you know, like, if you're considering selling your home, we will cover all the renovations for you. And you know, you'll pay on closing, we'll help you flip your home. Yeah, so my name is Tom from Seattle. You know, this is my real estate business. And then you throw in a case study to the video where it's like kind of like my my clients, Alex and Alex and in you know, Bethany, they did this, they got this result. If you want more information, click or tap the Learn More button below. And we'll see you on the other side. And then the text message comes through. Hey, is this Alex question mark? Yeah, and they respond to that. And then you hit them back up with like, hey, you know, we saw you got a request for this, this and this. Do mornings afternoons work better in order to chat with you really quickly about this? And sometimes they will answer. Sometimes they won't. We'll try to call them try to live transfer them directly to you or book an appointment of the calendar. SoSpeaker 1 18:19  what do you guys like starting your ads on? Usually a lot of people like you know, finding their potentials. I'm sure your retargeting all those platforms, where are you running? Are you acquiring traffic on all those platforms? First, are you trying? Are you using Facebook, for example, as your primary traffic generator then following everyone around after that'sSpeaker 2 18:36  it, it's a mixture of everything. So like the strategy depending on it depends on the agents. ad budget number one, you know, if it's a small agent, and they're like, Hey, we only have 567 $100 budget. You know, it's really hard to do retargeting with that type of budget, like you can do is that you can't do it, it's just like, you know, like, they generally don't have a top of funnel to begin with. So with the teams that we work with already have a lot of traffic, there's a lot of different ways that you can like kind of speaking to more the seasoned teams now. Like if you're a single agent, you should be filling your funnel, you should be getting as many names, email addresses as you can. So don't listen to this next thing if you are, if you're if you're single agent you just need you need more people in your database. Now if you have a lot of people in your database, there's a bunch of different things you can do like upload the list. Like we have a direct integrate, we use a program called go high level you're probably familiar with it. We have a direct integration to Facebook, where we've seen whenever a lead enters the system, they automatically get added to a custom audience on Facebook and then we retarget them with video testimonials. You know that's that's a there's really six points we look for when we do Facebook retargeting. Number one is the customer list. Number two is all the ever all the interaction that's happened on the Facebook page, all the interaction that's happened on the Instagram page, all the interaction that has potentially happened on the website so website pixel traffic There's two other things that we target based on custom audiences. And we do the same thing with tick tock as well, you run a custom audience on tick tock. And then, you know, a lot of cold traffic. But really the goal is to the other thing that we do, as well as we have a partnership with an insurance agency, where we can get verified homeowner data. So we would essentially buy that data uploaded to Facebook, and then run those ads to verify homeowners. And that, that definitely helps. But we also call those people too, in order to try to, you know, cold call them. But you know, the even if they, they might say no to us on a call, but then they see our ad and they click through and then they go through the sequence again. SoSpeaker 1 20:39  they might see the ad and then they're like, oh, yeah, hey, and then the caller comes in and like, Hey, I'm from blank blank, like, oh, you know what I just saw you saw that ad. But you're hitting you're hitting it from all cylinders.Speaker 2 20:48  Yeah. Do you prospecting all that stuff? Yeah. What do you prefer?Speaker 1 20:54  And so folks, when he's just listing out as he's running an initial ad, and once somebody either clicks on that ad and hits a website, or they view the ad, he's retargeting the view of consumption, or they engage or click or like it, then he's just following them everywhere. And it's not just like, if you find somebody on Facebook that sees your initial ad, and all sudden you start following them on Tik Tok YouTube, they start seeing your display ads and Google and every, you know, publishing site that they're on after a while, and then your callers are calling them on top of it after a while. They're like, Who the fuck is this guy? Totally. You know what I mean?Speaker 2 21:30  It's so interesting. The other day, I was having a conversation with one of our clients, you know, and I helped shift their perspective around like retargeting around conversations, because they're like, Oh, I got this live transfer lead, but the live transfer lead, they said that their family member is an agent. I'm like, well, that's amazing. Yeah, Has anyone taken the time to walk you through the top three things that you need to consider in order to win in the market, when you're ready to buy, you have this person in front of you that I guarantee you that their family member hasn't sat down with them, and had a conversation with them about, you know, the top three things, the interest rates, the inventory, and in the buying process. So this is your opportunity to take that, like, you and I have heard this multiple times, like, and we've seen this in our local markets, like just because like your brother down the street sells homes, it doesn't matter. Like it literally doesn't matter like the the buyer is committed to whoever can get the best deal. We're seeing.Speaker 1 22:23  We're seeing just offering options that. Yeah, I would say I don't know the percentages, but my gut tells me 10 to 15% of people that we get on a call will say something along the lines of Well, yeah, I have a aunt or an uncle or a friend that's going to list it, however common. But when we say hey, but they don't have a lot of these options. Can they help you flip your own house? Can they help you do a bridge? Can they help you do this? And then they're like, Well, I consider that and it just, you know, we still know the fact that we're still getting our foot in the door. It just comes back to our first point here, it's all about offering.Speaker 2 22:59  Totally refer and then and then it's your sales ability. It's your sales skill to have the conversation like yeah, Sean's going really hard on like teaching our clients and teaching the clients we advise on how to do a good listing presentation, like when you walk in the door, don't do the tour, sit down with the client, have a conversation with them, create a game plan, create a strategy, and then do the tour.Speaker 1 23:24  make sense to me. Overall, your initial offering when you're running these ads, you're going straight video are you seeing video versus images work any differently? What's preferred all the above? I know you get a lower click through rate on the videos, but is it more qualified? What do you seen?Speaker 2 23:42  Great question. It depends. It's market dependent number one obviously with tick tock tick tock it's all video with YouTube it's all video. So it's platform and market specific. So there's a lot of testing in the beginning to figure out like what what's actually working what's not working so generally on Facebook or Instagram we'll run dynamic creative and then we'll pull out the creatives that aren't performing you know tick tock generally like you know, it's $20 a day minimum budget so like you know, you're you're running like you can split those videos in the ad level but we generally like to run ad like in the beginning will run will split test the $20 at any ad set level to figure out like Is it is it broad targeting that works so there's a lot of like with these platforms now is like let the AI figure out what what the market is in the market. A large large portion of it like with video like video is difficult because video is very dependent on the how good you are on video and how the video is cut and edited. So like you know it's like if I can't capture the person's attention the first you know three seconds you'll see the drop off rate like even like right now like even the YouTube ad we're running we're you know, we like we run like I personally run ads against the top channels like because it's if you're if you're a marketer, you should be running ads against the top channels on YouTube but like my drop above Raina, my current videos super high, so it's like okay, guys, we gotta go back and we have to rerecord this video, so we're constantly watching for that as well. But, you know, ultimately we're watching for, you know, like, depending it depends on the client, like, generally they want to optimize for Legion. So if they want to optimize for lead gen, because they like the, they're their KPIs how many conversations is going to have, so it's like, okay, we need to, we need to drive as many of these as we possibly can through the front end of the funnel, so that we have the opportunity and the ISA has the opportunity to create those conversations. So you know, it's it's market dependent. It is also very, like, you know, how good you are on video, we have really engaging people on video, and they their videos perform better than their images. So it's just and it also depends on the offer. So it's testing, it's testing, figuring out what's working, what's not working, coming back to the drawing board, and not doing the same thing over and over again, expecting a different result. So whatSpeaker 1 25:55  if you have somebody in a market that are like, dude, 400 pounds of face made for radio? Can I just use one of your videos? What's the importance of having the person in the brand or the team leader or the person on the videos as opposed to not? Is there any importance to that? In ADS? And this is for any of you guys that are thinking like, Hey, I don't want to be on video, like do you have do they have to be on video, who needs to be the person that's, that's featured?Speaker 2 26:19  If it's a team lead, assign a brand ambassador, we've done that before, where it's like team leads, like I don't want to be on video, okay, find somebody on your team that can be a brand ambassador for you, that's actually good on camera. Tons of flooring companies that work in the past do that where they don't want to be on video, they just signed one other people that are that are energetic charismatic on camera that can eloquently express the brand proposition. So if you have a team, if you're a team lead, then assign somebody on your team. If you're a single agent you're gonna be you're gonna have to eventually get in front of the, in front of the person. And it's like, you're like, I love what the Quran says, you know, he said this recently, like your, your level of your ability to sell is your level of service. So it's like, you know, like, like, I always like to try to help shift the perspective, if you're a single agent, where it's like, in the beginning, I would encourage you to get on camera because like you're eventually going to have to be face to face with that person because you're the only one selling so and there's some people that like, we can like we can run images but obviously like the brand is you like you are the brand like I can't I can't express that enough where it's like you are the brand like you're a real estate salesperson. Like it's salesperson is in your like your sales representative like that it's in your title like you have to get over video whether that is going to therapy, you know, like like you know really working on yourself to figure out like how do I serve at a higher level if you can shift the it from like, I don't want to go on video because I'm not comfortable to me being on video allows me to help more people. Yeah, I mean really what it comes down toSpeaker 1 28:05  I saw you guys like get over it like you're gonna have to it's not really an option anymore. But if you if you don't run away from illicit employment face to face Why the hell you can run away with a video just a 60 inch device.Speaker 2 28:18  I've chatted with people who don't want to do who don't want to do in person meeting so like I've seen it all you've seen goSpeaker 1 28:24  oh yeah oh yeah. Now out of all of the what when we're doing retargeting videos what are the most important have testimonials you have any other type of just testimonials anything else you anything about process? Are you doing like case studies like any What else do we what else is working? Well for retargeting content,Speaker 2 28:44  videos testimonials first and foremost for sure. You know as far as from a retargeting retargeting perspective. Yeah, like just running as low as $1.41 a day, you onstage speaking at an event immediately puts you into a form of credibility. If you've been focused on if you've been featured on your local news television, like that level of authority as well, where if you can rip that video and run it as a Facebook ad, you know that that is another great way like anything that elevates your authority. There's a reason why like, you know, these, these people who've been featured on HGTV are selling sunset, they built their authority where it's like, you know, is that brand recognition that if I can just get in front of my database as much as I possibly can for a buck 41 Like we I do it like I was spoken to NAHREP event and I've been running like $2 a day for the last like year. And people like I just want them to see my face consistent.Speaker 1 29:36  So it is the easiest form of marketing real estate. You just farm your database with content. That'll create a referral based business, but it's not Legion. That's just the marketing side of it.Speaker 2 29:46  That's the branding. That's how it's harder for people to quantify that. And that's why they don't do it. But like once you get it, and once you understand that, like a shrine's brand is so big because of his content or Oh have, you know Tom Ferry is so big because of his content? Like,Speaker 1 30:04  once you quantify it right now for everybody? Yeah, IUnknown Speaker 30:07  would love I would love for you to quantifySpeaker 1 30:09  here's how I because I get that question all the time with creating videos for people wondering, Am I a return on investment? How's it gonna go? So let me just walk you guys through how important this is and why it's the largest return on investment you'll ever make. But you're it's hard to quantify. So most people look at cost, right? And they're like, hey, I want to quads cost cost, what's it going to cost me. So let's just break it down. You could put whatever number you want on this and they'll still pencil but let's just for time sake, put $1,000 A month towards your video content creation. Let's just say $1,000 A month got you content to keep you on shorts, short form, you got long form, but you're constantly creating and you're multi purposing. Now, based upon just your own warm referral market has nothing to do with cold Legion what we're speaking about today, but just off your warm referral marketing, that'd be $12,000 a year, right? $1,000 a month. Now over that time, you're going to generate anywhere between 24 to 100 videos, depending on whether you're doing long form or short form fair. Okay, now, it's all based upon views. So over the 12 months, if you took each of those videos, you video, emailed them off to your database, you posted on all your social profiles, you ran those videos as custom audiences just to your friends and family and your phone, and your cell phone. And past clients, you put all those videos on your YouTube channel, you put all those videos back on your website, 10 to 15% of your views are going to be moving this year, but 100% of them will have a referral for you. In most cases, out of all of that content you create over the course of a year, you have to, on average, sell how much it cost you 12 grand. So how much you have to sell real estate to make 12 grand usually it's about $600,000 in a closed sale. If you can't fucking sell one house, over 12 months, with over 25 to 100 different videos of content creation, you're in the wrong fucking business friends. Done. You have to if you cannot, you could generate a half a referral in three months doing that. You know what I mean? So when people say Oh, I can't create content, it always pencils. It's the largest ROI you'll ever see. And it's the only thing you'll ever control where it becomes what you can't quantify is the one video they saw eight months ago that people that got them to actually really know who the hell you are.Speaker 2 32:24  Yeah. 100 I'm, I'm totally with you. And it's like, something has to click in the brain for people to understand that and like that, your the way you quantify that is really good. Like, you know, from a numbers perspective, when you get it, you really get it like like and you're like I can't I can't like I can't ever go back from this like, like it doesn't like you're 100% right? That is that one person that comes to you and says like, Hey, I ISpeaker 1 32:51  look at this podcast. Yeah, I'm doing since 2014 I've been slow lately, like I haven't been I've been sort of sporadic on my show for the last month I hate doing that. But dude for the first seven years I just fucking showed up every Saturday I never promoted it once but if I didn't have a podcast I can tell you right now I don't have a business most people who schedule an appointment with us they're already feel like they know me before they come on board they're already sold you guys and that's the point of a brand and I'm doing it just the audio to a bunch of strangers I've never fucking met before across the United States you guys only need to do this through the 800 Facebook friends you have this is fucking easy.Unknown Speaker 33:29  Yeah, I'm with you man. reach reach. YouSpeaker 1 33:34  don't need a large audience you just need an engaged one it doesn't matter in real estate you guys make five to 10 grand per ticket per client it's so big to low dollar it's a high dollar ticket. So I'm very hard to generate a very consistent business but to scale you do need to do like lead gen and all the stuff that we're talking about here today anyone could get a can run I believe anyone can make 150 250,000 hours you're really easily just by doing what I just told you create content put in front your database that's it. But if you really want to scale and go larger, you have to do things like what we're talking about today for growth because you're going to grow it but this is awesome dude. Any so beyond the conversations we get the ads going right now how you taking them offline? Walk me through that?Speaker 2 34:18  Yeah, so how do we take them offline we you know, we generally run a lead form like a lead capture form. You know, whether it be like a landing page or whether it be like a built in lead form, depending on the platform, take them off throw them into a drip sequence and love on them until they tell us this buck off like they really really like love on them until they don't want to be loved on anymore and we do tell you we do that through do the week like and the other week is super simple insurance talked about this multiple times and anyone can take this email their database, if they do this, I guarantee if you just do this weekly, you will extract deals from your database. It's like find a property. That is that is a deal in the marketplace and say hey, This week's deal the week is a condo, it's gonna sell fast. You know, no lakes, like you want to force the reply. And you're gonna, it's gonna be very simple, you're gonna say, you know, it's two bedrooms, two bathrooms, it's in a really great neighborhood. And one other thing about the property, the list price is 700,000. If you want more information about the property, just reply back to this email with and let me know or give me a call and I'll be more details. And if you want to get added to our VIP list, send me a message back and then you're gonna get responses, likeSpeaker 1 35:30  once a week. Yeah, that's once a week. It's interesting you say that I remember back in Oh, seven weird, we're crushing on. I look at all this stuff. In hindsight thing of all the mistakes I made when I was so mature back in when I was like 27, crushing it. And one of them was we had it was similar to what you're saying here. And we were doing all short sales. I didn't realize at the time, the power of building a buyer's list or any of this stuff, but I would have literally like 10 to 30 people contacted me a month because we're doing 20 to 30 short sales a month and I had the best deals in the market would cherry pick the ones we want. It was really easy. But because we control the inventory, yes, you're right. We just started putting those out on Facebook at that time not even thinking about it. And yeah, my agents ever want to deal the week it's like hey, you don't buy in this market. You gotta buy I got the best deals, that branding and that positioning fucking did great dude.Speaker 2 36:19  Exclusivity like, you know, people want like, whether they're a million dollar buyer or a $5 million buyer $300,000 buyer, everyone wants a deal. Yeah. No one wants to overpay for something. So it's like it's the positioning like getting them off the platform and then into do the week, you know, loving on them with market updates, like actually knowing your market. Go figure is a is IT asset like like, what are the what are the deals that were a contract, if you buy a home for 700,000, and you put 20% down with the monthly mortgage payment, you know how many homes sold in the market, you just send out weekly, no, and send an ASHA weekly, like like am I do their monthly market update newsletter, but they're not sending a weekly, you quickly become the the resident expert, where it's like I'm tracking this every single week, here's the market update, send it weekly commit to it, there's 52 emails a year, just in market updates. The third one is like just tell a story like like we get them off the platform and they tell a story about a client is one and you we do that on the front end. And then we also do it on the back end as well. Like where it's like there's no greater proof than the proof that you've created for your clients. You know, we use this program with revive this client, we listed their home at you know, 1.7 and sold for 2.3. Here's how we did it. This is our three step process. If you want more information on how we can do this for your home, send me an email back with the word word. And I'll reach out next step. So it's like it's like, get them off the platform. Because like, our big thing is like, I want to own as much data as I possibly can. Like as an as an agency, like data is the you there's a reason why these social media platforms do so well. It's like they own the data. You know, it's like with insurance agents. And that's why we have a partnership with a verified homeowner Insurance Agency companies like I want to know who the homeowners are, you know, in the area. And that's why data is so powerful. So it's like, you know, like Russell Brunson and you because you're a marketing guy. You know, Russell Russell Russell has a saying he says, there's traffic you own, there's traffic, you can control and there's traffic you can't control. I want to own as much traffic because if for example, my Facebook ad account gets shut down someday, I'm screwed. I personally don't screw but you're screwed. If you built your entire business off of Facebook, my all my database sits in my CRM. So it's like we want to own as much data as we possibly can. So that if Facebook ever shuts us down or Tik Tok shuts down or Tik Tok gets banned by the US. It does matter because I've siphoned the data from Tik Tok, and I'm gonna just bring them over to YouTube. SoSpeaker 1 38:45  yeah, I mean, you're in data, I said it all TwitchCon like you're in the data collection agency, all the content you create in the world is just going to create conversations, but it's what you do with the conversations. That is the biggest thing. And as long as you discipline in building that email list, you're gonna be able to stay in front of them. People take for granted email, especially in real estate, you have to capture their email, you have to capture their email. And I always say you have to capture their direct mail too, because I'm farming them with direct mail. I'm staying in touch with them through physical mail. Like you have to you're in the business of data collection. And if you're not viewing it that way, like what's the difference between them and us? I want as many real estate agent email addresses as possible because the more I have, the more shit I can sell. Yep, so differently for you guys. We're just yeah, we just have a different industry. Cody and I are marketers. You guys are realtors, your audience's right and fucking in front of you. It's in your cell phone. It's on your Facebook feed. And ours is you guys but everything we're sharing with you guys today is what we're like this is a form of content that we're on right now. To add value to your lives. Some of you guys are gonna go click on Cody's website and then he's gonna fucking retarget the shit out you all over online until you call them up, right?Speaker 2 39:53  You're gonna see me on YouTube. You'll see me on Facebook. I might pop on Tik Tok for you. There's a there's a tick tock pixel on there, and there's a Facebook pixel, there's Google, you're gonna see me. So youSpeaker 1 40:04  have to start by adding value first. And all we're doing here is recording a 30 minute conversation you guys are eavesdropping on at the end of the day, and some of you guys are gonna get value from it. Some of you guys might call me, like, that's just what content is. But content creates conversation conversations leads to trust, trust leads to you getting fucking hired, and you get hired, you get paid. I do it. Any other closing thoughts that you want to add in on this?Speaker 2 40:26  No, this has been, it's been amazing. Like, you know, the last thought would be like, you know, just the people that go and implement or like, you know, imperfect action is probably the biggest thing I would leave everyone with where it's like a lot, there's a lot here. And if you're listening back to the podcast, you're like, Well, what do I do first, it's like, just try something. Like just imperfect action is kind of the big thing we've been saying to our clients, where it's like, Don't overthink things. You have to just do like, just do and and figure shit out as you go. Because when you do that, that's what you put yourself into momentum. And that's where confidence is created. So I would say imperfect action, confidence, competence, confidence competence loop, you know, believe in your ability to figure this shit out. SoSpeaker 1 41:04  my take on today was one, define your offer, you can't just have a license, that doesn't work. You got to do some sexy. So what's your unique selling proposition to define your creatives you're going to use for your ads, and then three, I can go out and do it. That's it. Nothing starts without the creatives first and the offer guys, that's everything. You have to have the best food on the block the restaurant with the best food always stays in business, the one with the hair in it. Well, that's another story. So we appreciate you guys listening to the episode The real estate marketing podcast, you want to go ahead and let them know one more time where they can reach you.Speaker 2 41:37  Yeah, shared in st.io. It's S H E R i d a n s t.io. You can reach out to us there if you want to reach out to us directly. You can email Cody at Studio pto.com Cody, s t u DIOP tbo.com. And we'd love to have a conversation with you. So really appreciate it today.Speaker 1 41:59  Appreciate you guys listening another episode, folks. If you like this thing about content creation, I want you to visit referral suite.com referral suite.com We show you how to create all your social content script added videos, social video, email, direct mail, I mean, we put you on the map. So people stop forgetting who the hell you are, and more importantly, start sending you referrals. So if you have any additional questions, and I want you to visit referral suite.com And I also want you to check out our next content creator challenge we show people how to create content, it's very simple. Follow the formula and start creating and people as long as they like you, they'll start hiring you. So that's really all of this is appreciate guys listening, make sure you like and subscribe to the channel here and the rest of our social channels and we'll see you guys next week. Peace Oh, thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then scheduled time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

It's hard to deny that the market is shifting, maybe even changing. If you are hoping that you can just coast through it, you may need to start thinking about how you can take your existing skillset, and make it work for whatever comes next.Josh Perez is the Principal Broker of Synergy Mortgage Group and is an investor.Three Things You’ll Learn in This EpisodeHow can you change with the market?What might be on the horizon of the market?What's next for the industry.ResourceCheck Out Synergy Mortgage GroupReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Books were you turning on the news, what the hell's going on? What we're gonna be focusing on this week's episode is the next opportunity. If you tuned into our last show, we're talking about switching up which direction the market is headed, and we're chatting about, I believe it's gonna be a seller's, or I'm a real estate agent, I'm concentrating on seller seller seller sellers, because I believe that we're going to start to see some distressed I think that things are going to hit the fan. And I don't know how bad I don't know if I don't think it's gonna be repeated 2008. But I do know that there is going to be something that happens, how bad I don't know, but just you just have to turn on the news and see what the fuck is going on. Because it is insane. And a lot of things don't make sense. So what we're gonna be doing today is I want to bring on a mortgage broker, because I've been in the States, he's in Canada, but whatever happens in the US goes to Canada. So I wanted to bring someone on from an outside perspective, off of what they see in our US market, what they're doing. But he's not just a mortgage broker, he's also an investor, he does a lot of his investing in the state. So he's got a good eye for seeing where opportunity is. And, again, I'm bringing the freakin cowbells adapt, or you are going to get your ass kicked, you have to adapt right now there's no questions about it. Lead Generation marketing, you're gonna have to do two to 3x more than what you did in the past business is not going to be easy, you're gonna have to hustle. Welcome to the real world. 90% of the people in this business lenders and agents included have never seen a distressed market before because we haven't been in one in 10 plus years. No one knows what's gonna happen. That means the vast, vast majority of everyone in this industry has no fucking idea what to do when a shift occurs. That my friends is a big opportunity. All right, so we're gonna bring on introduce our guest, Mr. Josh Perez. He's with Synergy mortgage up in Canada. Josh, how you doing today? Once you go ahead and introduce yourself to the show. Tell everyone Hello, and a little bit about yourself.Hey, Mike, thanks for having me. Super excited to come and chat with you. And yeah, see, you know, the whole lot of crazy things going on in real estate and in the world. It's kind of been a steady theme over the past few years. Yeah. So you know, I'm a mortgage broker, a real estate investor, since 2010, was when I bought my first investment property. I was working in banking at the time. And then, you know, doing investment planning, retirements, mutual funds, as well as credit I just found after I bought my first investment property, I just wanted to soak everything up that had to do with real estate and building wealth through real estate. It's been, you know, it's been one of the most proven paths of building wealth over over time. And so, you know, I became very passionate about what you know, could do for me and my clients. And so, you know, after a few years of getting into real estate investing, I made the transition to mortgage brokering so I'm just only working in mortgages, with real estate, you know, we're helping, you know, for most people, and not just Canada, US North America, buying a home is a huge financial milestone. It's also you know, typically the biggest purchase, you're gonna make biggest debt you're going to take on, and also real estate being a huge opportunity to build wealth. Myself, my team, like we're super passionate about helping people with that and what it can do to help people achieve and accelerate reaching their financial goals worked with a lot of partners in the space, real estate agents and helping them kind of tap into, you know, the education side on how we can just help so many more people with their financial goals and to fight inflation, the cost of things being so expensive these days, we often think about, you know, how do we save and cut here but, you know, we also I think, think equally need to think of how do we help grow this column of our finances right, and that's, you know, acquiring assets income producing assets. So, that's a big part of what we do. You know, I'm, you know, haven't stopped investing in real estate since 2010. Started with, you know, duplex triplex got into apartment buildings. You know, 2020 Canada is kind of a tough place to to be like, like Mendoza, isn't it? Yeah, it's not motherfuckers crazyup there. Mr. Trudeau. Guy's a nutbag. And yeah, I don't know if anyone is sort of like Biden here. Nobody likes him.Yeah, so I found myself you know, moving to places that were a little bit more free. And yeah, I found myself in Florida had some close family ties there, you know, fortunate to be able to work remote in my line of work and so kind of planted there for two months in early 2021. And said, Listen, I gotta I gotta Spend more time here, I want to bring my family and people close to me down here. So I bought a place helped my parents buy a place. And then just what you know, people in real estate, do they start to kind of look around in places?Would you say that when you do your loans, you do it from an investor's mindset, versus a traditional residential mindset? Because most let's be honest, most most lenders, it's at least consumer friendly. They're gonna think a realtor lender, their commodity, and you just want to get a loan most lenders, right? But if you're coming from an investment mindset, that could be a value add, how do you play that in your business? Because I think that's where the markets going, I think everyone is going to be very investment conscious. People will slowly start buying on emotion, and they're going to start using the numbers again, like they did in the past. So what is your How do you approach that?Yeah, so no, really good question. I think, you know, going deeper with the purchase of a real estate purchase is super important. Yeah, I need a loan today to close on this property to buy it right. But what are your plans for that property? Do you plan to stay in it for the rest of your life? Most people that's not necessarily plan or how it's gonna play out, right? Do you plan to add value to renovate the place? Like, is there an opportunity to create some upside and equity in the place and potentially talk about, hey, listen, if you do this to the property, boom, that's like, that's a source of capital, you can eventually tap into, and when done correctly, help kind of build wealth or put it elsewhere, if you're investing it, potentially in real estate again, so investors, you know, kind of realize this, this concept of, you know, buying properties that might be a little bit distressed, or have upside in the sense of, you know, bringing a dated property to something that's more modern and improved increasing rents. And then usually the money you spend on renovating or improving a property when done correctly equates to a number that's higher than what you spent on it. Right. And so for a lot of people who don't have unlimited sources of capital to keep, you know, putting money down to buy property, they use one property to to leverage to purchase the next one, right? So that that first purchase so for a homeowner who maybe that's not their immediate plan, you we try to go deeper with you know, what are not just your your homeownership plans or purchase plans, but like, what else do you have going on in your world right now? How can use this opportunity to help you slowly build wealth and build a roadmap to accomplish some other things financially? So we just go deeper with kind of questioning and purposes of why why this home? Why this price point? Why this neighborhood and then just try to inform them and educate them with all you know, the opportunities that can come with real estate, to help them in their family moving forward.So how would a realtor though, what do you believe a realtor should be doing in this market? Because I think you're on I think agents need to be investor friendly. Most of them aren't. Most agents don't even have an investment property they own yet alone, working with an investor advising them how to cap rates, cash flow, and all of these other things. So how would you as a realtor adjust to this market is I don't know what's doing in Canada, but things have slowed down here a little bit. In most markets have slowed down. We've seen a depreciation, but it's still busy. It's so weird, because it's still there's lack of inventory. So things are still selling, although the prices have come down a little bit because of inflation rates all the above. So so so odd. It's such an odd time. It's such an odd market.Yeah, we've found here and I pay attention to a lot of markets in the US like there's, you know, with the with the run up over the last, I think, was listening to Barry Habib, who's a great resource. Yeah, last, I think it was like around 12 years, it's just been steady appreciation in real estate, you know, nationally in the US, and we've had like ultra low interest rates. And now in the last, you know, in the last, you know, 1218 months, we start to see a run up in rates, the cost of boring, has increased dramatically. And, you know, the price of real estate hasn't really come down to the point where like, that increase in borrowing costs is like matched the deal you can get on the house. So, you know, conversations, you know, 12 months ago, were largely about, you know, helping people who cost of goods and inflation is already running rampant. But now, cost of borrowing was kind of a lagging piece, that now is just only exasperate grading the problem of affordability right so it's just, you know, for realtors and other professionals in the space, you know, my biggest recommendation is like, don't you got to be there for your clients. There's there's not like they need to be heard. Sometimes there's opportunities where you can help them sometimes it's just providing them with context and perspective of what all their options are and there might not be any good ones, but making sure you're there for them to so that they know they've exhausted everything that's possible or Okay listen, this is an opportunity right now when rates are you know 5.99 But if rates come down to like 5.25% for your situation. This is where we can kind of take advantage of it, where we can free up, you know, a few $100 a month in cash flow, pay down some other debt that we're carrying, but not right now. And so we built kind of a roadmap of what all our options are, you know, I know, we didn't ever plan to sell this house, but you know, how has that conversation, you know, come up, and just having some hard conversations, you know, with clients who you know, might be suffering, just be there for them. So that was a big part of the year, and then you know, those people will always remember that you were available for them to help and share your expertise and educate when there wasn't a transaction there for you to, you know, potentially close, I found that, you know, most of our, you know, we're in the relationship business, most of my business is referral based and has been for the last, you know, 910 years. And it's, you know, not every conversation is going to be one that leads to immediate sale. But listen, you know, we're, again, I was being to it earlier, like buying a home or an investment property, it's like the biggest purchase, someone's going to make the largest debt they're going to take on, we want clients to take it seriously. And we should take it seriously too. And that might involve quite a few conversations before and after helping someone and being there for them. And they're going to remember that and tell their friends, their family, their co worker that hey, every single time, you know, there's a there's a rate announcement happening. Yeah, I know, Josh, and I had the same conversation last time. But you know, what my wife is, you know, has anxiety about this thing, or when the news pops up, or social media or friend talks about it. It just, we get concerned. And we just, you know, you're you're the kind of, you're the person, that's the kind of the voice of reason, or at least laying everything out for us once again, going back to the fundamentals of our plan. And so that that's been a big part of the last year and now is like rates have, you know, hopefully kind of stabilized a little bit and come down a bit, since what we hope that peak is, there's just no lack of demand for real estate, okay. And so even though transactions have been largely down in both Canada and the US like, majorly, it's not for a lack of wanting, like people's goals, for homeownership and building wealth, and real estate investment haven't changed. It's just, you know, the fear, the fear piece, right has scared people to put them on the sidelines. And also just the cost, the cost of boring doing business are increased, right, so margins are thinner, and opportunities need to be vetted a little bit more, and I've just found on our end of things, you know, I look at my kind of my conversion, you know, my conversion over the last, you know, six, seven years hasn't swayed from, you know, 30, to 38% of leads into closing, right, and what I've noticed in the last six months of conversion has gone downward to about 20%. Just because the sales processes a lot longer people's appetite. And just you know what, when rates were, you know, in Canada, they're a little bit lower than the bottom of the US, you know, one and 2%. I mean, it was tougher to find reasons not to borrow money to do something with it, then, to actually find the reasons of why it's justified to borrow, borrow money to invest, do that home renovation, throw a pool in the backyard, go invest buy two, three properties, because capital is so cheap, and the cash flow you're going to generate on that it's going to pay all the bills. But when things change, right, the math is a little bit different, people are spooked, they gotta look a little bit harder, they gotta try a bit harder. They gotta build, you know, their power teams got a little bit be a little bit stronger in terms of the resources. So right now, I think, you know, long answer to your question, is that, yeah, I think opportunities are coming. They're not crystal clear just yet. But you know, there are a lot of different macro economic things that we've seen happen over the past couple of years. So we're seeing, you know, wars, we're seeing bank collapses, you know, this money printing has just been unbelievable. In supply we're seeing now we're seeing some things happening to do with, you know, oil and currencies that, you know, I don't think we're just starting to see, we haven't really seen anything, actually, except for dialogue around some of the BRIC countries now coming up the dollar with, you know, trade and oil. And there's going to be some big implications of that, right. And while you know, supply and demand with, like, the demand side of real estate, is stronger than it's ever been. There's gonna be some macro economic factors that come into play that might shift the whole dynamic of supply and demand and pricing and costs of boring. So it's gonna lead to opportunities, right? One way or another is just you want to have the people around you to be the right resources to help you identify and present them to you, along with you, you know, investigating what might be there for you to invest in for you and your family to take advantage of for the next five to 10 years. In my books.If you listen to what we're talking about, we're talking about repositioning your business like the days of you going out there man, I can help you get in a car and go help you find the jungles of your dreams like those are fucking done. What we're talking about is repositioning and approaching your business like a financial planner, but for real estate, focus on the investment side, keep people out of trouble and talk them out of buying more houses and you talk them into it. And that positioning alone will help build your authority. If you look at his numbers right there, he's converting half is converting about 40% less than he was a year ago, and would be in the show. So what you have to do, you have to work twice as hard, you have to market twice as hard, you have to create twice as much content, because the transaction count is down. And every indication right here is, is going towards like, Hey, you have to analyze the investment aspect of it. Like, and it's you have to be investor friendly. You guys in these markets and investor friend doesn't mean only working with investments, it means stop selling people houses, or homes and start selling them wealth. There's a difference in how you position your business. And if you're just a typical realtor, you're just a typical lender that can get them the standard rate than anybody can, you're just a fucking commodity, you have to reposition and you have to own a niche, the niche I'm screaming from the rooftops right now is investing. The reason for this is that investors are not going to be emotional about a purchase, they're not going to sit on the sidelines, they're sitting on the sidelines right now waiting to pounce, and all of those investors are not going to buy one or two properties, they're gonna buy three, or four or five, and they're gonna keep fucking buying them. And then you're gonna get a listing on the other side for the ones that are turning them over quickly. So what I'm screaming here, and why we have Josh on this on this call is because everything he's talking about is telling you what skills you need to develop to obtain market share to obtain transactions. And the last in this community, the vast majority, a lot of people who go out of business, if this shift happened, it's already happening in the lending world out here, I could tell you guys we used to do about, we used to script and distribute videos for lots of lenders, we lost almost all of them. And that's because they're not transacting, right, they have to cut costs. Right. So when you know this is happening, there's a big opportunity here. And the opportunity is is that we know our current competition, whether you're a lender or agent, your peers are losing transactions, and many of them are going out of business. That's an opportunity for you. Right? But ultimately, what are people going to look for in this next market? Who is the agent that can actually go out there and analyze and say, Well, look, the other rate today is 5.25. But due to inflation, and we know that do that, that the recession is, is here that rates traditionally go down, according to Barry Habib, and you need to know this stuff, guys, because these are the conversations people are gonna have I could tell you in the last crash, no one talked about its highest and best. Everyone talked about, give me the fuck out of the situation. And you got to get that traditional mindset out of your head the highest and best, highest and best, get that out of your mindset. Because in a distressed market, no one cares about highest and best, they care about what's best for them. That's not always the highest price. Sometimes that's involving them selling more conveniently. Sometimes it's involving them doing a 1031 exchange. Because it's an investment. Sometimes they're going to be asking you to hey, is this a good investment, and that's going to be bringing its property to its highest and best use, which means you need to know the zoning laws, you need to know opportunity. You need to know cost. You need to know investment costs. You need to know rehab costs. Because anyone who's going to hire you, you are going to ask these questions. And if you can't answer them, I'm going to Redfin with a flux of difference.Yeah, the opportunity to to work and help families with investing in real estate is is so sky high, because you said it earlier is you know, once someone buys one, one rental property, and if it's cash flowing, working out for them, they're just gonna want to keep doing it. Right. So you rarely meet an investor who buys one property and stops there. And I think one thing that gets missed for people who aren't, you know, in tune or educated on real estate investing is just like, the two most important pieces with with real estate when done correctly leverage and control. So, you know, typically, if you have $100,000, okay, you can buy $100,000 worth of stock or mutual funds or bonds. But with real estate, you know, when you're looking at buying a rental property, most places the general rules candidate us are if you have $100,000, and you're buying investment property, you can buy a $500,000 asset 20% down. Yep. So $100,000 in the stock market gets you $100,000 worth of stock mutual funds in real estate, it's 505 times your investment, why that's important. Dollar rising the math, okay, so we're not here to kind of like speculate on you know, appreciate but but if you look at it this way, okay, if over a tenant like you take one year, okay. 5% appreciation on that on that $500,000 house. So if that house goes up 5% $25,000 $25,000 divided by your 100,000 investment. That's a 25% rate of return on your initial capital 5% and appreciation equals 25% on your capital. The stock market, if the stock market goes up 5% 5% On your capital, you need to actually get a 25% rate of return in the stock market to generate 25.So in that, and you said that perfectly but that's what that conversation is the conversations that are going to start happening in the kitchen tables across the countries, Canada do any United States and that's that's the conversations that need to be have. And it's too often that like, and I see it every day, because because most let's be honest, like the average Asia I don't know what is in Canada and the United States us six houses a year. Like that's it like a very comparable, it's, it's it's insane. It's like, first I don't know how you can only sell six houses a year, you have to be closet agent, like you literally have to hide for six for 12 months to only sell six houses a year, like you're gonna walk past 40 5060 100 people they're gonna be in the market, just over the course of three months, you got a loan go year, the only sound sticks out. So that's another show, right?Well, that's like, you know what I heard a quote, I have a lot of realtor partners and colleagues who are with Keller Williams, I know that they're one of the biggest brokerages I'm pretty sure in the US. And I go to a conference there every year. And I remember Gary Keller mentioned a quote that like for me, because I've invest in real estate, like I get it, but it just kind of opened my eyes even more and then I hope it did for I'm sure it did for a lot of people's, like, every great investment deal. Has through the hands of at least one real estate agent usually. Yeah. So like, they could have had the opportunity of buying it. But it passed with their hands, they looked at it or they didn't look at it. They weren't capable or didn't understand or realize it but like every great amazing deal typically is passed through someone's hands and it's just like, why does that have to be the case? You know, what, like, not everyone has unlimited capital, but it was just like, that's that's a funny concept right? If we know the return of something an opportunity that's there like why don't we try to take advantage of it or work toward being in a position to be able to take advantage of itright so we have a total perfect story so like we have a seller lead generation we set seller appointments and a different business for those are interested in that that's called owner advocate agent.com owner advocate agent.com And we give sellers multiple options to sell their property so we give them a fix and list program a bridge loan a cash offer a sale leaseback and we have an offering our offering is like the Expedia of real estate, you know, pick your five, six different ways to sell your house, you pick which one is right for you, they're all gonna have different knots, they're all gonna have different time links and processes. It's just based upon the goals you want. So we're selling through options. But yesterday we get a we get a we send out a lead and the lead that house is owned outright. It's worth 350 He only owes 87,000 on it. And the lead goes specifically says hey, I don't want to be he goes I don't want to relist with a realtor, I just want a cash offer. I'm gonna move down to Tennessee and I'm gonna fucking retire, guys is done. He's 87 years old, he eases over it, you know, this is a perfect investment opportunity for a investor, right? So in the lead up to the agent, agent goes, doesn't even like didn't follow up with the investor yet. I'm like, Dude, what are you doing this like goldmine. And he's just like, he wasn't approaching it. Like, why didn't I just buy this? He's approaching it as a listing agent. And he was about to not even call the person because they said, Hey, I don't want to talk to a realtor. Would you rather make a $7,500 commission on the $300,000 house? Or would you rather make about $75,000. And it's that mindset, and you're right every single year, and I don't come across them anymore, because I'm no longer really practicing in San Diego, but Chicago, like, gosh, you're you guys are just naturally going to come across a home run one to three times a year. Naturally, that's without even looking at just because you're in the business, right? Yeah. And the question is, do you have the skills to take that fucker down yourself? That's what it comes down to? And if you don't, why aren't you going out and finding them? And why aren't you going out and doing that? Why don't you learn this? Why don't you go and meet guys like Josh or partner with people or go and hire grant cardones coaching company or whatever, go there's millions of freakin education out there. You guys can learn this stuff. It's nothing you go to college for I promise you that you learned from other people that are doing it. And then guess what you have? Because here's what happens like Josh was me. And you were sitting there having a kitchen conversation. And you're telling me about how many doors you now need 90 doors and just the fact you said Yeah, I have 90 doors. I'm not even fucking interviewing anyone else. You're going to talk through experience based upon what you do. And then the positioning from that instantly you have my respect. So I own 90 doors and here's how I finance all of them. Because I'm all about cash flow. Are you interested in cash flow, Mr. Seller and Mr. Buyer? Well, yeah, well, here's what I did in my scenario, and then here's what I would recommend doing in yours. You have the track record to do that. And I could promise you that there's not too many mortgage brokers out there that Oh 90 doors that put positioning as you're selling a totally different product and service, you are no longer a commodity, you are an expert.And that's, you know, what, how we've positioned our business our team is being like, teaching by doing right. And and I think it's, I'm just passionate about it, because I can see how how real estate investing can build wealth. And the fortunate thing that, you know, mortgage brokers and realtors have in their business is like, you know, we're not selling like widgets, or pens, we're actually involved in something that is super, super meaningful to the large majority of the population, homeownership building wealth, you know, and a lot of times, it's just comes down to go in deeper with your clients and explaining, okay, people talk about building wealth or generational, but like, what does it teach person? Is it being able to retire at all, or retire? living life on your own terms, travel, pay for your kids education, pay down debt, pay off your mortgage faster? What is it to you helping a family member in need? Right? So there's just such an opportunity that it's okay, if you don't understand real estate investing right now. But don't put yourself in a box and say, I don't do that you have to do that, whether it's for clients, or for yourself and your family, you're right in front of you. It's so easy, and it's not complicated. That's the thing, right? Oh, 90 doors? Well, it's, you know, it's been very purposeful over the last 12 years, and also the real estate investment community, at least from Canada. And I've started getting involved in the US and we have one of our big educational groups that have just migrated to the US right now. You can hit me up for that as well. And I'm happy to make some connections in a few different states. But people in the real estate investment community are usually very open books and willing to share and very much of a pay it forward mentality. So we have so many opportunities to lean on those resources to to learn and educate if you're not there. And then you could pass that on to your clients. But even if you don't want to do that, do it use it for yourself. Because like I said, the leverage piece. The other thing that's often forgotten is, you know, every month that you know, like, so you have leverage, right. So so the appreciation factor is nice, okay? If you can achieve it long term, which you should. And next, you know, principle pay down. So this is another concept, every if you have a renter in a house or two renters, right, and the total rental income, that total rental income is at least breaking even with the expenses you have on the house. Keep in mind that every month your mortgage is getting paid down, getting paid down, so So the tenants are paying down the mortgage for you and every month that your mortgage goes down 500 or $1,000 a month, that's 500 to $1,000 a month more of equity you have in your house. So on a typical mortgage amortization schedule, every year like at rates. So when rates are in like the two to 3% range on that investment property, what that pay down equate equated to was about nine to 10% per year of equity game. Now, depending on where you're at with your rates, if you're in the four or five 6% range, that pay down factor is about three to like somewhere between three and 4%. So you do nothing every year. Okay. And if you just broke even, you're making today about 4% per year. Okay, that's not including appreciation. And then there's cashflow cashflow, you can determine before you pull the trigger and buy, you can ask you can see what the rents are, or you can estimate very closely what something can rent for. So if you know you're buying a house at 400 $500,000, and you're going to collect $1,200 A month times two units $2,400 We work and these are the things like these are the conversations we're a part of with our clients. well in advance. So client comes to us, hey, never invest in real estate before. What can I do? How can I do it? Where do I get money from it? Will I get cash flow? Can I payment, we're here to map it out and illustrate every version of what's possible for you. So that there's no kind of guessing after you get the keys and get your first month. So it's all pies the best, highest and best the other main thing so we talked about, you know, leverage so the concept of $100 Gets you $500 of real estate $100,000 downpayment gets you 500,000 in real estate. Now, there's principal pay down someone else paying down the mortgage for you, and there's monthly cash flow. So every month few $100 Maybe $1,000 a month, positive between your rental income, your expenses, those are three different ways that your rate of return. So over the long haul, like when you hear people sometimes Grant Cardone other people saying, Oh, I'm getting 25 to 40% annually on my investment that is a real number. That's real when you add in appreciation, cashflow and principal pay down. We talked about you know, a 5% appreciation equals actually a 25% rate of return Okay, if you're taking a five or 10 year period, I think that's a reasonable number to work off of, then you add in, you know, two to 5% in cash flow, and then you add in four to 10%. At different times and principal pay down, you're easily there. So that's, that's massive over a long period of time. This is this is why investors when they understand this concept, and it only takes you know, a couple of conversations, and we'd like to dollarized things, right, I don't like when we talk just all these percentages verbally and through these, I want to show you in dollars with dollars that you have access to the math and I find that when you illustrate these things, it can be a lot more powerful. One gets into one property. This is why we have clients that by four or five, you're educatingme like you're teaching me but you're also demonstrating your expertise. talk's cheap guys, you got to have the experience or the skill set to demonstrate. And that's ultimately comes down to there's a, I think just knowing your market highest and best, like, I'll give you an example in in California, crazy Governor Newsom passed a zoning ordinance because it was like a big housing crisis. And it basically removed all r1 zoning, which basically means that if you have a single family home, you could pop in like two or three Airbnb ease on it. So there's some people making killer cash right now. Now, I told you guys are gonna have to work harder in this market. So I'm gonna give you a fucking really easy one, I'm going out and I'm finding all the irregular lot sizes, okay, that Airbnbs can fit on multiple of them all residential properties. And then I'm going to cross check that data with distress, I'm gonna see which of those people have high credit card debt, which of those people have been in the house for long, and which of them have a shitload of equity, how old they are, and all of it, and then I'm going to fucking door knocking or cold call them with an offer. Because the same thing happened when that switch to cannabis in California and those right when I moved here, and I remember that that time, they just switched to zoning. So and there are so many people that didn't realize overnight, that their land value just because of the zoning change literally shot up to seven figures because you can now grow cannabis on it. And and the people who made a lot of money in that were the ones who knew the zoning laws, and they would go out and buy the property. And then they could turn around and flip it easily for probably a million dollar profit because the zoning what you could do with it in the future. So knowing highest and best use in your market, not just on the property in the cosmetics and adding a bedroom adding a bathroom, but the zoning to it, what can you do with it? This is what's gonna be required to survive in these markets, I firmly believe that every real estate team will eventually be a hybrid investor offering. I think that that's the future real estate. I don't think I think commissions are gonna get compressed, eventually. They already are in many areas. And with that, you're gonna have to think a little bit smarter. But what if you had to buy an arm into your team or your brokerage even as a mortgage broker? You're doing it right now? You're not starving Are you know, the rates dip right now and you have a slow six months? Do you? Are you really going to be affected? Because you have 90 doors? No, five?Yeah, absolutely. I mean, I'm talking about yeah, that's, it's just, you know, it's building for tomorrow, you don't know what's around the corner. You know, everyone has, you know, different values or obligations and family and stuff like that. But it's always just thinking about, you know, what's happening today, it's not going to be what things are, like, you know, tomorrow, next week, next year, so you got to plan for the unexpected, and a big thing for me that kind of wrap my head around, you know, constantly wanting to do more in my mortgage business or real estate investing was framed before and it was just like, listen, like if you have opportunities that are available to you as a result of you know, you working to educate or your resources and your circle, and you're not taking advantage of them. Like are you really responsible? Are you responsible to the people within your business? Like, are you are you putting off opportunities that could help you know, some members of my team because there's more revenue that can come into the company? If I told you know, my wife or kids five years from now, hey, yeah, you know, what I could have? I could have earned or grew our net worth by X amount. But you know, I justdidn't we could have had a vacation home in Florida kids, but I just decided not to, they'd be pretty pissed at you probably right now. No, he'sfine. Like, you know, sometimes people are like, oh, you know, I'm good. It's slow, but I'm okay. I'm happy. Like, what? Why should I want to do more uncomfortable a things can change. That's the number one thing, right? And number two is like you know, think about your family. Think about the other people maybe putting yourself in position and be able to help a family member in need. And maybe that will motivate you a little bit more if you're content with your current situation. Think about the other people around you that you care about. And it should be you should look at it as your duty right I think CARDONE says it to success is your duty. Well, if you look at it a little bit deeper as like, you know, not everyone has opportunities in front of them to pursue that can help build wealth. A lot of us do have that, especially working in real estate, the right in front of us everywhere. It's just a matter of building your team and resources and want wanting to learn and grow. That's the key part.Folks, if you're not going to events, like I I in oh seven, when I did it all the short sales it was most successful I've had in my career, I forced myself to learn that. And because I saw the opportunity, and I learned it for two to three years, I was going to every conference and it took a while to learn. But the result, the end result of that was like we made millions of dollars. Like, you have to want to learn and educate yourself. But we're telling you guys what to learn and educate on is the skill set, go deeper in real estate, don't just sell it, don't just sell loans, invest in loans and invest in do it yourself. But if you can't get there to do it yourself yet, you still need to know about these terms, cashflow, highest and best use. You need to know credit financing programs to leverage debt, you know, big things like there's a ton of investment friendly programs that are out there. Right now. I don't know if they have them up. And I think that loans are a little different Canada in the United States. But there's there's a lot of asset based loans that are meant for investors that you can leverage.Yeah. commercial, commercial, like the average. Yeah.And if not just me, there's a ton of private money. And you probably have all of the private money right on your Facebook feed. Like if you just reached out and just went to some of your friends, like, why can't you start syndicating deals? It's not hard to get the money, you just have to actually try it. But it all starts by educating yourself. Where would you suggest people where did where did you get learned about investing? And then we'll get the show wrapped up? If you want to give any people some final advice?Yeah, you know, in Canada, it was a group Real Estate Investment Network, I promise you you Google real estate investing or honestly, I'm always a big advocate of getting introductions from people I know. So anyone in your circle, if you're in real estate, you have to know someone whose real estate investing, go ask them first, you'll also you also build a deeper connection with that person as a result of expressing that you want to learn more, right? I guarantee you majority of those people, when you ask them will be happy to share plenty of resources with you, you'll get an immediate connection. So that's where you go online YouTube, there's you know, a few pretty good follows you know, Grant Cardone is a great, great follow, I'll share, maybe I'll send you some notes of some of my top people in real estate investing, but I mean, talk to the people,I'm gonna have to pay for that. What are you talking about, I'm gonna have to pay to buy a course, you can't pay, I can't pay $500 To buy a course, that's not a good investment of my time. Instead, I'm gonna go to college and rack up a $40,000 debt that I'll never pay back.Like, that'd be a great episode, the college comparison. Yeah, likebooks, investors, people selling info, Spy it, they're not selling info, if they don't know what the hell they're doing. Yeah, there's some fake fake people out there. But it's pretty easy to spot them out and just start learning that the reality is, is that like, you'll buy many courses, and you'll pick up a little golden nugget out of each one. My only goal with events and buying courses was like, if I could just get one thing out of this, I'm thrilled. And there's always one thing and every bit of information that you buy, otherwise, that information has beensold. Every, every single time you pull something from events, that's a big piece, but talk to your own circle, use Google, you'll have you know, my contact information, I'm willing to share my own, you know, resources, you know, a lot of them in Canada, a lot of them in the US to starting fresh in the US when I came down here a couple of years ago, got a great community that's growing with that have you know, we're aligned with our goals, a lot of great real estate agents, investors, community, the group that I'm part of wealth genius here is now when I think like nine different states and they're growing rapidly, I'm actually coming down to Ohio, in June for a boots on the ground events. So basically, they will walk through a bunch of sample investment properties that might you know, look attractive that are currently on the market, get to know the city in a few different areas. So looking forward, and they're doing that all over the country actually so interesting.Well appreciate it Josh. Why don't you tell everyone where they can find you give them your handle really quick or where they can connect with you and we'll get this rep. Yeah, best.Thanks for having Mike. It was a pleasure. Best place to reach me is on Instagram underscore Perez Josh. You can also reach out to me by email Josh at Synergy mortgage group.comI appreciate you dude. And we appreciate you guys listening to another episode the real estate marketing do podcast folks if you have any additional questions you need to get on video once you visit my site real estate marketing do.com was script edit and distribute your content for you. We'll put you on the map stop making you creepy and start making you a whole lot more marketable. So you start attracting business. And if you like what we talked about today, and you need to sharpen up your listing presentation or your offering and go visit owner advocate agent.com owner advocate agent.com Check it out and you'll see how you can sharpen your skills so that more people actually want to work with you because the old days of hey, this is the only way you sell your house those are gone start selling options and people will be a lot easier to convert more importantly build your trust and differentiate your brand. Appreciate guys listening. We'll see you guys next week on next week's show peace out thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site To download the training, and then scheduled time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Real Estate is changing. There is no avoiding the upcoming market shifts, but what does that mean for Real Estate? There is always money to be made, you just need to find how to capitalize on it.Three Things You’ll Learn in This EpisodeHow can you change with the market?What might be on the horizon of the market?What's next for the industry.ResourceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up, ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Folks, what we're gonna be chatting about today is what is going to happen in this markets. And I've had a lot of interesting conversations in particular, a couple of nights ago, I was at a social, and I was talking to a title rep. And she was spitting out some numbers that were just like, astonishing, to me. And it really put some things into perspective that I knew, but I didn't really think of just yet. Like you guys, I'm also watching the market very closely. And it's such an interesting time, because it's like, you know, you have this thing with inflation, you have all these higher rates, the affordability is a major issue. But then yet, there's still a lack of inventory. And I just find it absolutely astonishing that like, you know, like, what is going on? It's just such a, it's such an odd and different circumstance that we're in here. And then I started, we get into it, we had this really good conversation, we're sitting there talking, and we're like, hey, well, at least then I think she just gave me the stat in the nation. The biggest problem you guys know, this is that people who own properties, I think she said it was like 60 or 70% of people that own a house right now locked into one of these, like super duper low interest rates, like 3%. And the biggest problem right now is going to be well, where are you going to go even if you want to sell your house, chances are whatever you replace your house with is going to end up costing you more in probably getting less for it. And that's just the reality. So we're like stuck, like in people are looking for inventory. But a big issue I believe here is how are we going to get inventory when we can't find replacement inventory for the people that need to open up the inventory. So what are we going to concentrate on in this market, and I'm seeing this last week's episode, if you guys listened to that we had Tommy on, he's a real estate investor, and he has the same issue. And he's like, Dude, I don't have any inventory. But then we're looking at this all time affordability issue and like higher interest rates, but yet the market is still there, you have banks collapsing, but yet people are still buying is just such an astonishing time. And what I'm gonna focus on this podcast today is what I'm gonna make a prediction, I'm gonna focus, I'm going to tell you guys where if I'm you, I would be concentrating my business on and I'm doing it with you. So I'm not just telling you what to do, I'm actually in the process of doing the same thing. Because the reality is, is that if this is the case, where are we going to put the focus in our business? Where should we put our marketing efforts where should put our lead efforts, and all of the above Now, for those of you listen to the show a lot, you know that I'm a huge component about staying in front your database, creating content for them and staying in front of them, right, we have a whole software called referral suite dedicated just to doing that, which you can check out at referral suite.com. But what it is, is that what it is, is that it stays in front of your database. But in these markets, if your database will always feed you. But doesn't mean you stop lead generating or stop trying to find other avenues of business, you see, your database will keep you consistent. But when you want to go out and like call it scale, or you want to go out in increase, or whatever, you know, might make sense to do some sort of lead generation. So what I'm going to focus on today is what kind of lead generation is that going to be? And my prediction is that distressed. Now, hear me out before we go into it. And if I'm you, I'm going to put my focus into the areas of business where people are going to move no matter what, I'm going to go after divorce probate. I'm gonna go after bankruptcy, loss of income. I'm going to go back and do what I did in 2007. And I'm going to go right back into the distressed market because regardless of what is going to happen with the market, people will still get distressed and most don't even know it yet. Reality is that some people are gonna get divorced and they don't know it yet. Some people are gonna get sick, they're gonna lose their jobs and don't know yet, but that market always has to transact. Now, here's the caveat. This is also what we were talking about in the same conversation. So at least here in San Diego, I don't know what it is in your market, but I've talked to a bunch of agents like oh, we're down 3% 5% reality is we're probably down 10 to 20%. Let's just say that's the number. Okay, I don't know the exact number. Let's just say we're down 10% Well, Oh, I forgot what news organization released the article. But she, she cited it when in our conversation and she was like, Well, you know, the reality is if the cost to sell your property is 8% 9% 7%, and you bought a house, then the value already went down 510 or 15%? Well, you're underwater folks, especially if you didn't put any money down. You know, there is a lot of people who got an FHA or 5%, down, even if you put down 10% on a property and the market dropped 5%, you're still underwater, because the cost of sell are going to take you there. So 90% of the real estate agents within this industry have never seen a shift in the marketplace, we've been literally just, if you've gotten in the business the last 10 years, you haven't seen this happen yet. And that's no dig at you, I'm trying to sound the alarms, and I'm going to tell you, Hey, here's where you should concentrate your focus on and it is 100% in distressed sellers, there's going to be quite a lot of them. I think that with this wall out, and what people aren't talking about are the stress that is on our banking system right now. And I think that is the biggest concern I have, I'm not any more concerned about, oh, let's go curb inflation. I'm concerned about the banking system, again, being able to withstand this storm and not collapse, right. But regardless of what happens, folks, we know, people are gonna lose their jobs, like all signs are pointing their work, if we're not gonna end of your session, we're gonna get into one. And depending on which rabbit hole you want to go down, some people are even saying that the depression if this trigger can happen, there's a lot of things going on that I would strongly encourage you to pay attention to, because it's going to affect the economy. And when the economy is affected, traditionally, that goes into less people buying houses and whatnot, more people coming up with distressed but just take those numbers into consideration. That means anyone who's bought in within the last 18 months, if they bought last year, anyone who bought last year, they're underwater. And two things happen. When that happens. People who are underwater, if they also experiences a personal life situation at the same time, that becomes a short sale, guys, that becomes a foreclosure. That's how it starts. And the last crash, the worry. And I'm not saying there's gonna crash, I don't know if it's going to crash. But I do think there's going to be a distressed market, how bad I have no idea. But in the last time, it happened so fast. And the it's all mindset, it's all consumer confidence. If I don't think the market, your house is worth that, I'm not going to pay for that. And once that thing kicks off, it kicks off, right? The market isn't based on anything, but confidence. And confidence can become in a lot of different ways. So I'm just telling you guys pay very close attention to it. Because my partner owns a data company, I could see the data. And that's the only reason why I have this insight. So what are you going to do? Well, there's a lot of things you can do. And I believe that whoever is going to go out there and get proactive in this, what I'm talking about today, I think that you're going to set yourself up for the next market, I think you're going to weather the storm. And I think you're gonna dominate long term and take this into leverage. The number one thing that happened in 2007 was the lack of adoption for people wanting to concentrate on the distressed market. So matter of fact, I got most of my business when we started our short sale company back then from other real estate agents where we were raking in the money just because real estate agents didn't know how to take on short sales, we gladly took them on pay them a referral fee and we're making hand over fist and helping a ton of people at the same time. So it was only because we were willing to take on a problem that no one else wanted to. And I had a conversation with a friend of mine down in Tampa, Mr. kick butt mortgage guy. He's in a mortgage broker and he's doing it within lending. He is making a focus on divorce lending and coming up with a specialization focusing on how to finance a house during a divorce situation because there is a niche for that there is a niche for probate and people are dying people are dying didn't change their right people die. Well what happens to the house when they do setting up strategic alliances with probate attorneys get very very investor friendly in these types of marketsI could you always follow the real estate investors and here's why. Real estate investors buy properties like a lots of them, and I'd rather work with them because it's not emotional. But the real estate investors are sitting on the sidelines salvat tating, waiting to pounce onto this market and that should tell you something. When the real estate investing community is ready to pounce. start forming relationships with them because whether they're going to be buying and selling or buying and reselling or buying and holding whatever the hell they're going to be doing. whatever investment strategy it is, that's where a lot of transaction and volume will take place in 2000 789. I remember like, if I could remember correctly, it's been so long, but I'd like to say was like 30 to 40% of the market at that time was cash buyers. And what happened at that time was we had a giant buyer's list because we were doing so many short sales, and we were transacting more than ever, but only because we concentrated within a niche of what was happening at that time. And there's nothing wrong with that. But what it requires is learning the skill, you real estate as an agent, is a great and fantastic career to have. But you have to adapt within it. Real Estate's always bought and sold. But how it's bought and sold is what changes throughout the markets and learning the types of transactions that I think are going to be prevalent, or at least the ones taking place more so than your just traditional regular real estate transactions are going to be in the distressed niche, and they're going to involve life change situations. This means marriage. And it's not all doom and gloom. People who get married people have kids need to up upgrade, right, they need to get a bigger house, you're gonna see that that's always going to happen, it's not going to change. But I think overwhelmingly what you're going to see is more bankruptcy, I think you're going to see when bankruptcy comes in that the house is 99% of time is getting released. All right, a bankruptcy attorney that that turns into a listing many, many times. Same thing in probate people, you're gonna have a lot of that you're going to have, what else is there divorce, probate, loss of job loss of income. That is going to be a distressed situation, typically people resort to bankruptcy attorneys for that I have not seen or heard yet have a bunch of short sales coming down the pipeline. But I do believe there will be some more. I haven't seen anyone really transacting them yet. And I people all over the country I talked to frequently and I haven't seen it yet. But I will keep an eye on that. If I do start seeing it, trust me. So listen to the show. And I will be telling you and singing and hitting the alarm bell. But ultimately, I'm telling you guys focus on listings, in this next market, focus on listings and focus on the stress. And there's a couple different ways you can do that. And I want to share with you how to repackage your services to do so. So we have a company called owner advocate agent, it's www dot owner advocate agent.com. And what it is, is a multiple listing option solution. So for example, when I go into a listing presentation, I no longer have to say, Oh yeah, we're just gonna list your house, you're gonna have their Open House want to do pictures and all that instead, pull out a menu of options. And I say, hey, which one of these best suits your situation so I have a fixed endless program where if somebody wants to net top dollar or their house is in a little bit of a dilapidated condition, we could come in there with contractors, fix the house up, spruce it up, without the seller having to pay for it out of pocket and the seller will get reimbursed at closing once that house closes. That's a very good option for somebody that wants to squeeze the most amount of money out of their property. Okay, now, how can I package up and use that? Well, I can easily take that program to probate attorneys, divorce attorneys, all of these situations. And now I could tell the attorneys with whom I form a strategic relationship with that, hey, here's the program that we have because we specialize specifically in the situation. And when people are going to divorce, we understand that money a lot of times is the issue. And sometimes they want to squeeze the most out of it or they want to sell it really fast. Well, in either case, I can help you. In the event, they want to sell it really fast I work with a boatload of investors we could give you cash offer within 24 hours and close on your timeline. But in the event, you want to squeeze as much money out of that property. Well, we have a fixed homeless program where we could come in and use our investors to actually spruce up your property and allow you to flip it so that you can squeeze and sell it for the most amount of money. Those are just two options. We also have a bridge loan option for people especially in this market who are stuck in the buying and selling at the same time in a low inventory market. We know that people are going to it's not going to be like Oh, it's just sell my house and then I can go out there and buy a new one. Many people today are going to need to go out and buy their replacement house before they sell their existing one because there is no inventory and nobody wants to settle on their primary residence. So that's what a bridge loan option that's a solution for that specific property. Right but we have a sale leaseback program, we are about to introduce a sell part of your house program. It's almost like they could buy a slice of their property and almost like a timeshare so they could access some of their equity. I'm looking at the reverse mortgage market very in depth. The vast majority of equity in this market throughout the United States is not held by people who are 30 years old or held by people who will qualify for a reverse mortgage So, all of these different things, guys, I what I'm sounding the alarm bells on, because I believe that the agents that are going to concentrate in these different niches will not only not experience any sort of downwind, but I think they're gonna, they're gonna crush it, I think they're going to scale and I think they're going to kill it, because nobody's done it yet. This whole menu of options just give sellers options that caters towards their problems, as opposed to them signing up, for my only all in one only solution system. And at the end of the day, all we're doing is that people want seller options. So if you're interested in learning more about that you can visit it at owner advocate agent.com. Take the free training. And I'll show you exactly how we do the listing presentation and the tools we use to generate all the offers and have them under contract within 24 to 72 hours if they choose one of the offers. So there is a lot of different ways you guys can go out and market this thing. But everything I'm telling you about here is changing the status quo. This is about you going out there and you differentiating your brand, you creating something, whether it's a program, like our owner advocate example I just gave you, that's our unique selling proposition that differentiates what we do from every other agent out there. And it's going to require marketing, right? It's going to require content creation, because I have to educate people in the difference. It's going to require ads and ad spend. But ultimately, it's going to just be us doing things a little differently. See, these markets, although some people haven't been affected at all, depending on where you're at in the country, things are either much, much slower or a little bit slower overall, for most people right now, some people are still crushing it, but they're not crushing it as much as they were a few years ago. But they're still doing very, very well. And the one thing they all have in common is they are personal brands, which is always recession proof, guys. Don't forget that. But start, open your eyes up, look around you in and who do you know that you could connect with who what attorneys do you have on your Facebook friends list and concentrate these fields. All of these different things are things I would start putting into place right now. All right, create a program, create something that differentiates and bring that to many strategic alliances like attorney partners. But whatever you got to do get educated in these different niches know the probate process, right? That's different per state know how that works. Know how a divorce situation works in terms of lending, when there's a something held up by the judge know the process of foreclosure and all the alternatives of foreclosure in your area, there's so many different things you can do. And then once you dial in that niche, then you just create content around it.And there's many, many ways to go out there and find these different sellers. But don't focus on what the investors are doing. And copy them. That's all I'm doing. That's all this podcast is about. I'm just told you what investors are doing. And you as a real estate agent have the opportunity to do the exact same thing. And not to mention, if you didn't listen to last week's podcast, listen to Tommy, he has a really cool training course he has a system where he teaches agents how to become investors, something else you guys should be looking at in this market. If we're gonna hit a distressed market, we're gonna see opportunities come in to the marketplace within the next six to 18 months. Well, you're gonna be one of the first people to see those opportunities. And there's no reason why you couldn't take advantage of them versus giving them to some other investor. So this mindset that I'm sharing with you on this episode is really what I believe you're going to have to adapt. I've been doing this for 20 years, and I don't want to be that guy saying I've been here for 20 years. But I'm telling you, I've been here for 20 years, and I I am pretty sure this is what's going to happen. I have a lot of investments tied up into this. And I know where I'm going. There's a reason why I'm doing things I'm doing right now, for this next real estate market. So I could be wrong. I'm not saying I know it all, but I don't think I am. And I'll go all in on it. So I really hope this helps you guys out. Don't be worried right now be excited about the opportunity. But you can't be lazy. You need to get up off your butt. Take the time read by courses, take content, consume stuff, educate yourself because your brain is the most powerful muscle you'll ever have. And it's the most powerful thing in your business. Do not be scared, be bold and be very, very very loud. Folks really appreciate that you listen to this week's episode of real estate marketing note if you have any additional questions you need help with your content creation or anything I want you to visit us visit us at real estate marketing do.com We script that industry we have video Are people all across the country and we can put you on the map help you build your brand, your unique selling proposition and all of the above. Appreciate you guys listen another episode we will see you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next step.Transcribed by https://otter.ai

It's a crazy time to be in business, banks are collapsing, interest rates are still increasing and inflation is still on the rise. Maybe its time to diversify your career. Investors are ramping up to take advantage of this economic climate because this is where the money is made.Three Things You’ll Learn in This EpisodeHow can your site convert clients?How to generate more referrals.What being authentic looks like in the marketing world.ResourceCheck Out Tom's GroupReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What's up, ladies and gentlemen, welcome another episode of the real estate marketing dude podcast. Oh, holy crap, is there some news out in the world today, bank failures SVB, the markets shifting high interest rates, what's going on? Welcome to the show, folks, if you have not been in one of these before, the reality is these are the opportunities that people in the real estate business in the industry wait for, because there's a tremendous amount of opportunity anytime there's a paradigm shift within the marketplace. And if you're a real estate agent, if you're a lender, what we're going to be chatting about today is why and how you should be putting on your damn investor hat on because the best deals in the real estate market are not had when everyone else is buying a bunch of houses, and they're paying peak values, the best deals are had when no one's buying, because that's when you buy at bottom. And we've seen this happen before about 10 years ago, give or take a little bit longer than that. And I'm not saying it's gonna be that big and bad. But I am saying that if you're an agent, you need to diversify. I see people going to sell solar right now I see people going to do so many different things. And one of the things that should always be something an agent, and most people in this business graduate towards is becoming an investor themselves. I mean, you come across these opportunities on a daily basis, why the hell are you passing those opportunities to other people versus just taking them on yourself and building wealth for your family. And be honest, you didn't get into this business to sell houses your entire lifetime you got in this business to build wealth, and be in the know, and leverage your knowledge to create whatever wealth it is you want. So what we have today is that so we're gonna be chatting about how do you become an agent investor? How do you become an How do you go from agent to investor? And how do you become an investor friendly, you want to be investor friendly, because who's gonna be buying in this next coming market, I'm gonna be primarily a lot of investors. That's why you wanna become investor friendly. And whether you're working with them, or you're taking them down yourself. It's a, there's a shortage of the amount of agents that really are investor friendly, and therefore there's a high demand for him. So we bring on a return guest. Coming back onto the show. And this is his niche. He's an investor. He's an agent, and I want to see exactly what he's doing and how he's doing it. So without further ado, let's go ahead and welcome Tom to the show. Tom. What's up, dude?Not too much. Thanks for having me on. Definitely interesting times right now for sure.Why don't you tell everyone who you are, where you're at what you're doing. And then I got all kinds of questions for you.Yeah. So again, my name is Tom caffarel. I got started, like a lot of people as a real estate agent. And it really wasn't until I started investing in real estate that I got traction when I was an agent, like a lot of agents, I was on what they call the real estate rollercoaster, which is like, I'd have a really, really good month, make 10 or 15, or $20,000, think I'm going to make a million bucks that year, then not sell a house for two or three years. And I went through that for a while where it was just like, I feel really good didn't have anxiety that I was never going to have another deal again. And it wasn't until I did my first investing deal a wholesale deal, where I made $115,000 That really, my perception about what can be done in real estate has changed. Since then, I've fixed and flipped over 1200 homes, I've got a 300 unit rental property portfolio, I've got a real estate brokerage that focuses on helping agents achieve financial freedom through investing in real estate. And really my main motto for kind of what you alluded to is like sales will make you a living, you can make good money as an agent, but investing will make you wealthy. And as a broker owner, every agent that walks through the door tells me they got into it, they got into being an agent because they want freedom. Yet, most of the time, they're running around like a chicken with their head cut off. If one of their buyers wants to see a house 200 miles away from where they're sitting, they're gonna jump the next day to go there, whether they're going to make money on it or not. So it becomes one of these things where you think you're getting into real estate for freedom. But a lot of agents never achieve it because they never invest. And you alluded to, you know, selling solar, and all of these other things that people do. You don't need to do that if you have one or two or three cash flowing property. So there's a lot of unique strategies that we use in order to do that. And he talked about going from agent to investor, I like to blend the two I like to be both and maybe sometimes when somebody does so well investing, they stopped selling homes, but I like to be able to take the approach of doing both because I think they kind of like adds fuel to the fire.So I love that but I'm sure I'm not sure how your business model is set up. But I'm guessing that you lead generate using your investor offer and then when 90% of them don't work and then you turn on your real estate agent hat.Exactly. So and we do it for for two ways, right so we do it for quick turn hits of income fix and flip and wholesales but then we also do it to buy houses And one thing that people kind of get confused when they think about buying and holding properties is they think, Well, why would you ever need to generate a lead in order to buy and hold the property? The reality is you don't, unless you want to accelerate quickly, let me just explain that, you know, real real quick so your audience can understand this. If you go right now and you buy a multifamily or you buy a rental property on the multiple listing service today, with the market potentially falling, or let's even just say it's flat, the next time that you're going to be able to get money out of that house, this can be 3456 years later. So one of the reasons why he say they don't invest in real estate is because they don't have money. But you don't need a lot of money to invest in real estate when you're buying these properties at a discount. So let me just give you like a simple example, let's say that a property would be listed on the MLS for $500,000. Let's say you generate an off market opportunity to buy that property for 400. rather than you having to wait two or three or four years to refinance and pull an equity line, you might be able to do it in a year. So it's it accelerates the amount of properties that you're able to buy cars, once you have two or three or four assets. Now every year or two, you're able to pull equity out of each one of those for down payments on more properties. But if you're always paying retail full market value, that's going to be a really, really slow process. Not that you can't get there. But it's a difference between becoming financially free in three to five years, versus like getting there in 20 years. And of course, I'm sure all of your listeners and myself, we want this thing as fast as we can.Yep, I think the biggest struggle, I think a lot of people have those making the mental shift of going from, because you're you get your license, and then you just get brainwashed into this highest and best, highest and best, highest and best, highest and best. And then real estate agents just believe that they have to sell the property to highest and best but you guys have to realize that guys like Tom don't exist. If not everybody wants highest and best. Some people just want to get the hell out of the house. And we don't we fail to realize that sometimes the highest and best offer for somebody is accepting a cash offer and get them out of whatever situation they're in. And that's where a lot of this stuff starts. I think agents feel that they might be taken advantage of somebody or something when they blow by a house. And then they believe that they have this fiduciary duty. But folks, you don't ever do business at scale or anything unless you're truly I believe in unless your heart surely in the right place. And you're actually helping people because an investor with a very bad name doesn't last long.So let me tell you the story about how I did my first deal. I'm just going to relate to that I was just going to ask you about Yeah, so that deal where I made $115,000 on it. I showed up as with my agent hat on not my investor hat on. I knocked on the door. The seller opened the door, she barely would let me in. I had to, like really convince her to let me in. I'm walking around. I'm seeing that a bunch of junk everywhere. I'm not thinking anything of it. I'm thinking this is going to be a great listing for me, I sit down at her kitchen table, walk through all the listing stuff she has no you don't understand. I want $300,000 For this house. And I do not want to show anybody You're lucky I let you in because you seem nice. But looking back, I mean, it's very simple situation. She was a hoarder. She said I lived here my whole life. I don't want anybody to know what the inside of my house looks like, if you can produce me an offer for $300,000 I will sell. If not, then I'm going to find somebody else who will. And that was like, you know, a big, you know, red light. A lot of times they don't happen to that extent where somebody's so explicit, but it took being that explicit because it was my first deal. I probably ran across other opportunities like this that I missed. So I had an option, okay, yeah, you could try to list the house. But she told me she's not listing the house. So it was either me gonna figure out how to do an investment deal that way, or somebody else was going to do it. And it's not most most sellers, like most sellers, are looking for highest and best. But I can tell you 101 reasons why some sellers choose knowing that they can get more money to take a cash offer. Sometimes it's literally as simple as that I had one the other day, seller was older. She's lived in the house for 40 years. The markets really tight still, there's still not a lot of inventory out there. She said, I'm willing to sell for x, but I want you to be able to buy my house when I tell you. And the reason is because she was moving close to her daughter 60 miles south. She wants to take her time. She wanted to say I see a property I like tomorrow buy my house tomorrow. If I see it in nine months, nine months and you know this type of stuff is it's common for us because we go on so many appointments, but it's something that like, I don't know, like you said brainwash like I I think it's just a lack of awareness that like, there is a market out there. And again, this market winning exists like all of these companies, these home buying companies, they wouldn't exist. If the seller didn't want this as an option, and five to 10% of all sellers do.Yep. And I with what you guys are gonna see right now, like, the vast majority of real estate agents right now don't know what a shift is. They haven't been around in the market that they have. I think someone gave me a stat on one of the shows, I forget which one but I think he or she said it was over 90% or something like that. They don't know what a shift is. And they just you don't know what you don't know. But like, what I believe is going to come down the pipe is I think there's going to be distressed I mean, this is distress is where the buying opportunities go. Because these investors, whether it's Tom or somebody else, they're buying properties that are either in probate, well, your death there, or they're upside down or their financial issues, or there's usually something else there they need to move. There's a there's a why. And there's a an issue and underlying issue that the person selling needs to have resolved. And it's not always top dollar. Go ahead, Tom.Well, no. Another thing just on that point that we're seeing now that we haven't seen in a long time is people who have their houses listed calling us and three, so agents, you're talking about agents not seeing a shift, right? Agents have been able to go into the living rooms of sellers for the past three, four or five years and say, Hey, you don't need a cash offer, because I can get you top dollar in 45 days. And that's basically been true for a while now. As the market starts to change, they go to list the house you go wait, I think getting off for the first weekend, you told me that this to close in 45 days, or 30 days or whatever the amount of days. Oh, wait, there was an inspection, the buyer backed out, like a year ago at this time, or maybe even like 18 months ago, at this point, spec, things weren't even happening. Right. So like people were sellers were almost getting similar to cash offers on the retail market. But now that's changing. So there's a there's a whole pocket of sellers right now that they're aging sometimes are believing that they can get them out of that house in 45 days. And they're calling us mad at their agent saying, my agent told me my house would be sold by now it's price, right? Why isn't it selling? Can you time was important to me? Can you make the timeline still happen? And it's not like that's happening in droves right now, because the market hasn't shifted to like a crazy extent. But it is starting to happen now that the market is shifting.That's a really, really good point. How are you? Are these opportunities just coming across your desk? Or what do you How are you finding them and say, Okay, great. I'm an agent, what am I doing off the market? How am I finding these properties? Like, am I just waiting on the MLS? Or on the pop up? What are you doing?So there's a lot of different strategies that people can take, I'm going to tell you kind of my strategies. But one thing to kind of keep in mind if you're an agent, and you don't want to like try to generate a lot of these opportunities. The first step I think is to have awareness that they exist, and to be able to take advantage of them when they're put in front of you. Like you may go on a seller appointment or somebody in your office might have a listing or somebody might call you at least a couple times a year agents will have this stuff just put right in their lap. Yeah, so keep in mind I'm going to talk about the strategies but keep in mind that you don't need to necessarily be a seller lead generation machine to take advantage of some of these opportunities but the way that I do it there's there's a few different ways most of them are paid you know, I went from door knocking myself and cold calling myself and doing kind of like the heavy lifting myself when I had no marketing budget to start and doing things that that need money that require money, but when I first started, I would just go out and knock on doors and this is stuff again that agent should do anyways in order to get listing opportunities. But I would always go in with a cash offer first, because I felt that even if they know an agent, they want to know my cash offer. So I always got in the door a little bit better having the cash offer. So I used to door knock and I used to cold call. But then once I started getting some money I started to invest that money into mailers are always huge pay per click Facebook ads, TV. And one thing that I've done like with my own brokerage and that any agent can do is network with other agents and tell them that you're an investor. Most agents know a ton of agents. I mean, it goes without saying you're co brokering with people. You're in office meetings and one of the best ways to get these type of opportunities brought to you is just to let other agents know Hey, you bring this deal to me if I flip it you're gonna get the listing back or if you bring it to me I'm not going to co broke it and giving them and you know a Reason to kind of bring it to you. But it's not much different really than generating a regular traditional opportunity. Like you can spend time you can door knock cold call text, all of that stuff network, social media, or you can pay you can do mailers, or pay per click, or Facebook ads, or TV or radio and all that good stuff. And it just boils down to do you have the money to make your life a little bit easier? Or are you in the face still, like I was in the beginning? What you needed to do the sweat equity component?Yep. So you're saying I have to work, man. That's, that's tough. That's tough. Yeah, I mean, if you guys have money, then you like it, when people with video all the time. They're like, I just did a presentation this morning. And then someone's like, how much videos should we do a month? And I'm like, Well, that depends on what your budget is, you know, and what you're willing to take on. If you wanted to hire us to go out and outsource all that crap, great. We can do it. But the cost would be this. If you don't have the amount of money to invest in editing and distribution, all that other stuff, then you have to learn how to do it yourself. Either way, not doing it at all, is not an option anymore. No, no differently than than this. So this is all really, really good. Now, I want to go through and have a couple more questions is when you show up with a cash offer, I want you to walk everyone through conversion because most people and agents I believe, like they're scared to insult somebody. Right? And that's it's I was too before I was ever I've ever bought a house or anything if like, I wouldn't even be I was such a I was such a sissy that I hated. And just I hate sales guys. Like I hate sales, like when it comes to negotiation. I just don't like arguing with people. It's just not my personality. And I think a lot of people are sort of wired that way. But how do you get the Coronas to go out and present a low cash offer? Walk me through like your process? Pretend I'm a seller, for example.Yeah, for sure. So the first thing that I'm going to do is I'm going to walk you through what the difference in the process is between a traditional listing and a cash offer. And I'm going to make you tell me through a series of questions, what you want, are you looking to get top dollar to deal with a little bit of a hassle, have people in your house and all that stuff and get top dollar? Or do you want a more easier convenient route? Cash, no contingencies, no inspections, choose your closing date, I'm gonna explain to them like, before I even run my numbers, there's a price to pay for that service, right? If you want a service, you have to pay in order to get it. And I get them to tell me that they understand this, right? You understand that? If I'm not going to do an inspection, I'm gonna buy it cash, I'm going to closing your timeframe, all of that good stuff that you want, you have to get less money for it. Right? There's there's no such thing as getting top dollar and getting all those those benefits. Do you understand that? And like, if they don't understand it, I will not give a number until they understand it. And maybe I'll talk to them for 15 minutes about the difference. Until they understand that I'm not giving a number because if they don't understand the benefits, then it doesn't make sense. If they don't value the benefits, I'm not giving them a cash offer either. So if they say well, I don't care about no inspection, I can wait as long as I want. I'm willing to do repairs and go cash offers not for you. Let's talk about getting you top dollar, right because a cash offer all that's going to do is make you think that I'm trying to rip you off. I'm not I'm trying to get you what you need. What do you need? So, um, let's just say that they get to the point then that they're like, Yes, I need a cash offer. I want a cash offer, I'm willing to pay for the benefit, etc, then I'm going to start to talk to them about pricing. And what I like to do as much as I can is get a price from them first. Now, that's not always possible. It's very easy to say that. But I'll do it in a different way. Like I'll use like a price anchor and the price anchor. I love to use as the assessed value. The assessed value in my market tanked smart.Pay attention, guys. It's really smart. So I like what happened to Zillow value. I actually go out and get that one because I have one on Zillow too, but it's never really that accurate.Well, you know what, like, no matter what, no matter what price anchor you use, it's going to be it's not going to be you saying that that's the number, right? So yeah, that'swhat I love about it. And that's great. So they can't like if you're not the bad guy.If you say, Hey, your assessed value is 300,000. They can't get mad at you because you just read it off the tax card, right? So I'm not going to tell them the value of their house is 300,000. But I'm going to say your assessed value is 300,000. Like how do you think your property compares to that? And almost immediately, you'll kind of get a read because they're either going to be like, oh, like I think my property somewhere in that range, maybe a little higher, or they're going to do the retail response, which is like my house is worth so much more than that MSA. You're right it is like listening Yeah, we have to go this other way. Yeah. So, you know, to me, like, what I tried to do more than anything else is like you go to the doctor's office, and the doctor is gonna say, hey, you know, are you ready for a pinch, pinch coming, whatever getting somebody prepared. It's called an upfront contract and sales, I will not give them an offer until they say, Yes, I'm ready. And I think that they're ready. And again, if they are just giving every single sign that they want top dollar, I'm not going to try to convince them that they should get a cash offer. And I may leave not even giving them a number. Or I may leave, the other thing that I do, if I think it's more retail is I might give a range. Rather than saying, like, you know, My offer is going to be 300,000, I might say, like, My offer is going to be in the low threes or, you know, low to mid threes, just to kind of like, answer the question about what the offer would be. But then go back to retail, again, I'm trying to buy the house. And so as I'm saying all of this, I'm only focusing a little bit more on retail, because that's typically where things go. Because the misconception that a lot of sellers have when you present a cash offer is cash offers going to be basically the same amount as what the retail price is going to be. Maybe you deduct a commission. That's kind of what they're thinking. And, and that's not their fault. It's just that they have never gotten a cash offer before so they don't understand. So yeah, I mean, once somebody tells me that they really want a cash offer, and it makes sense for them to get a cash offer, then I feel more comfortable because somebody may push back and say, your offers way too low. But if I really understanding, I know how important a cash offer is to them. Let's say they tell me a simple, simplistic thing. I need to be out of my house in 30 days, there's an auction, like, I don't care what you think your house is worth, the only way you're getting that is through a cash offer process. So depending on the situation, I feel good, like I don't feel like I need to have guts to tell somebody that because it's actually in their best interest.explaining all their options. Yeah, and its pros and cons. Pros pro this, that's it.And really like more than anything else seeking to understand what's important to them, so that you can help advise them on what actually makes the most sense. And I think when you go into that, it with that it's a lot harder for somebody to get mad at you. Because you've been transparent and you know, let them know. I mean, of course, there are situations where you walk in and you just know it's a cash deal. You know, maybe it can't even find the ex traditionally. And they say well, my property's worth 450. And you're like, well, it doesn't matter what it's worth. It has to be a cash buyer because the septic failed or this happened or that happened and it just needs to go cash.Yep. So if I'm, what's the first thing I think knowledge, you sort of said it like, you need to know how this stuff works. Because you're right, every agent comes across one or two home runs a year, when you're not looking for it. A lot of the investors out here in San Diego wasn't quite this way in Chicago, but in San Diego. Most of the investors I know out here get all of their deals from realtors. Yep. And they just position Hey, use my cash offer and they get introduced to them. And many of them are realtors, too. Yep. And yeah, it's very simple. Like, hey, double ended deal, I don't want to commission on it. Or let me be your hero with a cat my cash offer. That's really what it comes down to you guys. So it's not like you have to overthink the the marketing of this you can talk to a lot of people just like you would if you're just a regular real estate agent just start talking to the right ones. But don't overthink this at the same time. What what a strategy wise, what do you see coming on right now and just conditions? Or do you like the flip market right now? Do you like the whole market? Like what do you anticipate in with this bank failure? And then what does this bank failure, in your opinion have to do with the investing market going forward?Well, the first thing with the bank failure that has changed pretty much on a dime is interest rates. So you know not to get too technical about this. But it seems like we might have peaked with interest rates, which in the end of 2022 was a real concern for both the residential market and of the flipping market. You know, there were definitely deals that I had out there sitting a lot longer when rates went from 3% to 7%. And people were just in shock. And so now the rates of dip back down and they seem like they've plateaued, the interest rates are a little bit more normalized. I don't love the flipping conditions that exist right this very second, unless you get a really good deal, which you always can. So what I kind of look at is if I'm going to do a flip deal right now, and I do over 100 a year so I still flip very actively. I want something that can be very short. in duration, because there's so much uncertainty about what's coming, that I don't want to be flipping in a different market, I don't want to be selling in a different market than I started again. So most of the stuff that we're focused on and that we advise people to focus on is, can you get anything out in like 45 days, if you can't, this might be the time to pass on it. Because the wind probably on the pricing wind isn't at your back right now, where it was a year to two years ago, with buy and hold. There is, it is always a good time to buy and hold. And I believe a lot less than the timing of buying and holding, than flipping. So flipping the asset valuations are so important, because if you get that wrong, you're losing money. Now, some people will argue, well, you know, rental properties are overvalued right now, as we're talking. And I don't necessarily disagree with that. But I think if you get them off market, and you get them at a discount, the key for buying and holding, which is the real strategy, like it's cool to flip houses, but you really want passive long term wealth. And the way that everybody gets it is bit by bit. So unfortunately, unless you're worth, you know, 20 plus million dollars, you can't really time the market on rentals, it's not really possible, because unless you have this pot of gold on the side, and you go, Oh, it's time to go in. It's bit by bit by bit. So you want to just accumulate, you always want to be in the accumulation phase for rental properties, but making sure in my opinion that you are able to get them at a discount up front. So that you're always able to tap that equity in the not too distant future. So I think you always need to be accumulating.So really good way to put out it. So never scared to buy hold. Just make sure the numbers make sense. Because you're always gonna win in the long run. But if you're flipping Be very careful. 45 days and that means no big projects. No huge projects. Focus on cosmetics, quick turns, stay away from structural. A lot of that additions stuff of that nature, guys. Very well done, man. Any closing thoughts? I don't have any more questions for you. I think you laid it up pretty, pretty damn nice. You have a Facebook group, I believe that you carry this conversation on. Do you want to start or where that's a?Yeah, absolutely. I mean, I think the biggest thing, you know, for me, like for a parting word is just to say, most agents know that they should invest in real estate, but 90% of them don't. And the key really is to get educated and to start by learning. Okay, and there are so many objections I get every day, why agents can invest and don't have money, now's not the right time, all this stuff. Put all of that aside, right now, if you understand that you need to invest, start by getting educated, you don't need to, if you come to a two day event, if you listen to a podcast, you don't need to actually take a whole bunch of action, but you need to take the action of getting educated. Because even if you think you're going to be get ready to do something in six months, start the educational process to do it better now. And like you mentioned, I've got that Facebook group that people can visit at WWW dot agent investor.com. I do a live stream every Tuesday at 11 o'clock, all the contents free. I do have you know, additional resources like if people want more one on one mentorship, but I try to give away all the content that people would need without ever having to kind of meet me in person or shake my hand or get on the phone with me. But of course we have next level steps for people that do want to get more involved in active with me. But yeah, www dot agent investor.com.Love it, dude, keep doing what you're doing. And folks, hopefully this episode opens your eyes a little bit into it might be time to shift shift with the market. And sometimes when shifts happen you have to shift with them. That's all I can tell you in 20 years of doing this and experience I can just tell you ride the waves ride the waves ride the waves, and the real estate mark is always changing. So you just have to change with it. Whoever does always succeeds. So ones who don't, that I see go out of business or churches and other career or just so on and so on. So I appreciate you guys if you guys want it to once you leave us a review right here or visit us on our social profiles, follow us on YouTube, Instagram and Facebook, just look up real estate marketing.com and ask us some questions. And if you're looking to create any types of content, and you need to literally get your face out there, start converting more of these leads or just build a brand visit real estate marketing do.com We'll script and distribute all of your video content so that you stop looking so damn creepy and start being a whole lot more approachable online. So I appreciate you guys listening. We'll see you guys next week. Bye bye. Thank youTranscribed by https://otter.ai

It's hard to deny that we are in a recession, but how can you put your brand and business in a position to still succeed? Can you even succeed in a recession?Three Things You’ll Learn in This EpisodeHow can your site convert clients?How to generate more referrals.What being authentic looks like in the marketing world.ResourceCheck Out LeadpopsReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome to their episode of the real estate marketing, dude, podcast. Books we're chatting about.Today is a very important topic, I get this question quite a lot, but maybe not as much as our guest. And people always asked me like, kind of, what should I do with like, what do I do when I have a site? First they asked me is do I need a site? And I say, yes, absolutely. If you want to have any type of an online presence, you need something, because people will go visit your site before they ever call you because they want to see what you're all about. They want to see if they can relate to you and they're whatnot. But beyond just having a glorified online business card, which a lot of people do in this market, how do you actually have a site that converts? What do you do with it? How do you massage it? How do you work it out, like, if I want a six pack, I'm gonna do less situps. And I'm going to eat healthier, probably stop drinking beer and doing all the above? Well, if you want your site to, you know, start spitting you out business, you need to add to it as well, no differently. Like I have this podcast, you're listening to this podcast right now, because we're getting about 40 to 45,000 listens a month. Thank you to you guys. And a result of this content that goes on my website drives people back to our website. And some of you might schedule a demo with a marketing dude this week, because of this podcast. That's what content creation is. But I create content to consistently add value to our audience. And to keep people coming in this is marketing the same way that we teach you how to market your business on the show, and as a client and whatnot. So what we're gonna chat about today is that subject, what can you do? What can you do? What can you push? What what do you do with a website? Let's just sit there. You just look at it. Do you talk to it? How do you massage your website? Make it work for you? Right? So I couldn't think of a better guest. I want to introduce our guests today. My friend Mr. Jason Fraser with lead pops, Jason wants to say hello to everybody. Hey, what's up, everyone, I'm excited to be here. Thank you. Thank you, my friend for having me on. I appreciate it. watched everyone a little bit. We are your frickin marketing whiz. He's like the mark. He's like a genius at a lot of his marketing ways. And he might be too modest to tell you that. But once you tell him a little bit about your background, cuz you do a lot in the mortgage space and whatnot. But tell us a little quick. And then we'll get into thisshow. And I want to ask you a bunch of questions on how you're making websites work for people that create clients. Yep, absolutely. Yeah. So my name is Jason Fraser. I go but just by Fraser and I've been in the industry since oh nine. I was born into the housing industry. My family owned a mortgage company and also had a family members who were real estate agents as well. So the housing industry is in my blood, but I didn't get into it till oh nine. Prior to that I worked for Peter Thiel, who some of you may know as the founder of PayPal. So I come I was born and raised in the San Francisco Bay area. So I came from Silicon Valley, technology startups venture capital world, that's kind of where I lived and then decided to join the family business in oh nine. And I've been a part of that I've held several executive roles. Chief Marketing Officer, Chief Strategy Officer,CTO, I've run sales teams are in Consumer Direct Marketing, I've coached or I am a coach, and I have coached both on the real estate side and the mortgage side. And right now I am the EVP of growth for lead pumps.Cool, man, so he has a lot of experience. Right now you guys are doing a bigthing and in showing people on how to deal with their sites I want to start with with this and get your first opinion. We're start at the very basics. Do we need to have a website in our business? Do a mortgage brokers or lenders or real estate agents? If you're an independent contractor or small business, do you need a website? Yes, you absolutely do. And it's it's funny look. And hopefully, if you have a lot, I mean, it sounds like you got a good amount of listeners per month. And so I probably don't have to let people know this. But if you are one of the Yeah, buts like, oh, yeah, but I'm doing this and yeah, but I'm doing this and yeah, but yeah, you need a website, right? I mean, you're you're absolutely insane. If you don't feel that you need a website right now, I'm not saying you need our one of ours that we do, because honestly, we're not a website company. But but we provide that but because it's important, but you absolutely need a website. It's it the we're going we're not backtracking from an online world, right. You need to your online property and websites, how you do it. And, and so, you know, I know we're gonna talk about a lot of different things. But this is what I want every listener to write down right now because it's going to be the foundation of everything I talked about because look, there's alwaysis a reason to say, hey, but I could do this, I could do that. But here, just because you're getting business does not mean that you're losing business. So I'm going to say that again, just because you're getting business does not mean you're losing business, right? And so when you don't have an offer, when you don't have a website, you're absolutely missing out on opportunities. There's no debate in that at all. Look, if websites didn't matter, you wouldn't how many times you go to website in a given day? Right? Case Closed? Let's let's, let's stop playing around with that websites are important. But wait, I, I have a pageon my broker's website.Why isn't that suffice? Well, well, actually, there's two things for that. One is, you can have that. But what I will say and I said this, even during recruiting calls and whatnot to other loan officers, is that you're not the lenders brand. The lenders brand is you so you're the face of everyone you're talking to. If I'm talking to real estate professionals, you're the face of a kW and exp real what wherever your compass whoever brokerage and look, even though they may have a big bite, and people have heard that name before the consumers and dealing with them, their consumers dealing with you, right, and if you're a mortgage professional, guess what agents consumers, they're dealing with you and right and, and I can tell you 100% And the mortgage space, there's only one main mortgage brand, and that's rocket. But when people referring people, they don't say hey, I'm referring movement mortgage, I'm referring loan depot, they're not referring the company that referring you. And and here's the plain truth, even if you love the company, chances are you're not going to work there forever. So you never want to tie everything to your brokerage or your your lender, yes, have that directory page, use it and get an actual we have a solution to help lenders because lenders are definitely not leveraging those those pages. But you need to have your own property where you could tell your own story that can be moved with you otherwise, because guess what, what happens if forget, let's say you don't leave them What if they go out of business and look in this market, we're seeing a lot of people kind of go belly up. And then what happens then if all you've been using is something that you don't control. And if you don't control the way people can get to you, then you don't have a business?Absolutely, you're the brand. No one's hiring the bank. That's why the worst thing you could do as an independent contractor is make your broker more money or more brand. The best thing you could do as an independent contractor is make your broker more money or more brand. You can't really go wrong either way. Exactly. But you are the brand, guys. So thank you for reinforcing that message. Alright, so yes, spokespeople are gonna go to your site to check you out first, especially if you don't know them, you know, maybe not so much in the relationship game. Oh, I trust my god, trust by God, great. But let's be honest, even the people that trust you still go to your website? You just don't know it yet. Because they're just sort of like, dude, do I really trust Mike? I mean, last time I saw him, he was pretty drunk. Am I gonna trust him with his house? Like, sometimes you need that little more professional? Not that I got wrong. But you know what I mean? Yeah. But people know you personally don't always know you don't always see you in the same light professionally. And it's more of an authority type thing. So walk me through it, though. Where do most of us go wrong? Because it we both agree on this guy's you need to say, yep, stop playing the game. If you don't have a site, you don't have a brand. If you don't have a brand, you don't have a business, and you're just another salesperson chasing the challenge, just a matter of time till shift takes you out. And that's what's happening right now across the industry. So let's go through and talk about how many people that have a brand during the shift.Are weathering the storm a little bit better? I mean, have you ever noticed like everyone who has a site has a lot of content on it? You see, I'm pretty active consistently on social media, their marketing consistently? Like, sure business might be down a little bit, but they're not starving. Is that a coincidence? Is that what is that? No, I mean, absolutely not. And look, there's what I always say, because as a coach, in fact, I just had this as a call a few days ago, is that it's never just one thing. It's a combination of things that you do from a marketing perspective, right? So let me put it this way. If you signed up with lead pops today and got our website and funnels, that would do absolutely nothing for you. Right, I'm gonna say that again. It will do absolutely nothing for you, right? You got to drive traffic to it, you got to use it, you got to put it in your marketing strategy, you got to have a plan for it. You got to do all these different things. And so what I would say for those that are weathering the storm and they say well, I know this guy knew that his website doesn't look nice or whatever and we'll get into that of what matters on the website and what doesn't but the but the point is is that the people that I see it hands down the people that I see that have weathered the storm that are doing deals in markets where someone else some someone's telling me oh, there's no deals that have there's no purchase business. Oh, really? Oh, then how come you know how come Doug's got 12 loans in his pipeline, right like and six of those are under contract and in a market that you told me is doesn't have any inventory and not deals because of marketing, right? And that takes all fourMost people think of marketing they're think, Oh, I gotta be on social media marketing is flyers. Marketing is Billboards, radio marketing is talking to freaking people at the supermarket is doing anything and everything to have conversations with people. That's what increased conversations equals opportunities. Right. So like, that's what people need to understand is the people that are actually doing okay right now is because it's, it's a consistent long term effect, right? Like they're trading on stuff that they did 90 days ago, 120 days ago, two months ago, two years ago, right? Those are the people that are okay, right now I have, I have a friend that just got his loan officer license like six months ago, and here and then we're in a pretty damn competitive market. And he's doing deals that I know other people have been in this business for two years that are are dying. And it's like, what's the difference? Oh, maybe because he's on social media everyday doing videos, how he's talking, he's going out there, he's doing anything and everything to create to create a sphere of influence, right. So that's what people are doing. And yes, driving traffic back to his website, so that you could capture that information.The only recession proof or shift proof business model is your personal brand, you guys, you can't like not feed the beast, because when you don't, and you rely on lead sources or other things you don't control, like a lot of the people. And I don't know how you might see this more in the mortgage space. But I know a lot of people who are relying on Zillow leads or realtor.com leads once that market shifts and the consumer mentality shifts, well, you can no longer rely on that source of just independent business, because it just you know, the numbers just don't work anymore. So you can never rely on stuff you can't control. And it's only a matter. It's a house of cards waiting for when you do that. And I like how you said that it's a cumulative cumulative that I say that correctly approach to marketing, it's direct mail, it's flyers, it's the picture you have, it's the consistent of videos you're doing. And it's a it's an overall communication strategy. Marketing is not advertising, is it? No, advertising is a form of marketing. But can you explain the difference so that people see that? Because you can't you do a little bit of both, right. ButI think people often confuse that. Yeah, cuz so I mean, to put it simply, right, it's because in look, we could get into the full stack of marketing, but advertising is AP, is that, right? Like, it's putting your replays on a billboard, it's doing something at a supermarket, it's, it's running ads, right? That is advert to putting something in a magazine or a paper or whatever that is advertising. That's a part of marketing. But like I said, marketing is you having conversations marketing is, is an extension of sales. In fact, I always like break down those barriers, sales is marketing, marketing and sales, right? Anytime you're having a conversation, guess what you're selling yourself, you're selling your services, you're selling your products, that is marketing, right? Like it's putting any type of positive and positive spin or diagnosing of like a challenge and solution to someone so that you can bring them in and help them right. So that's the difference. Really, when it comes down to marketing and advertising. They're not one in the same. Advertising is a piece of marketing. But marketing is not a piece of advertising, right? And it's one of those things, it's just one comes before the other and if you're just doing advertising and nothing else, you're gonna have a hard time. It's very tough. Very tough, because you're just, it's hard. It's almost impossible nowadays. Alright, so what am I what should I be doing now? You know, like, what, what should I be doing right now? I'm all I create content. Okay, so get really loud gets super loud. What do you tell all your peeps? Yeah, I mean, for, you know, kind of going back to one of the original questions as far as like, you know, what you should be doing is, is, is when it's your website, and what, when what you think is important or what not? It like, it's not like, Guess what, consumers don't care, right? They don't care about your as much as people like, look, Simon Sinek has done a great job at like, doing the why and having those talks and everyone feels good and wants to hug each other afterward. But guess what? The consumer cares about three things write themselves in the morning noon, and after supper, right? I think Dell Carnegie said that. That's the consumer doesn't care about your why that they don't buy why you do things, right. They don't know you yet. So they don't give a crap about you and why you do things until they know you and like you, then they will learn about you and your why and all that other stuff. But instead, people make all these websites to make it all pretty and nice and do all these things when the consumer doesn't care about that. And look, I have the data because we have 2500 plus customers of websites that I look at the heat maps to see where people are paying their pay attention to and all they care about is above the fold, meaning your hero section which is like your image, video, whatever, you got to have a strong headline, sub headline, a call to action and tell them where they need to go. That's what lead pops. We don't focus on making very pretty websites even though we do we focus on conversion, because that's all that matters. Do you want a nice looking website? Or do you want a nice looking website that converts? Right, I think and if you said if you don't then get out of the business because you're going to you're going to starve right unless you have someone else to speak and a lot of money for you andAnd so when it comes to that guy's like people actually on the mortgage side, you know, for your all your mortgage listenersget choked up about this. But when the is that you send people to your Apply Online link, we call that apply or die. It's, it's the worst thing you could do you put someone that doesn't know you, like you, or even trust you into an instant buying decision of something that's going to be their biggest financial transaction in their life.So like, give me your it's like, an ask for like, the social security number and like, like, yeah,why not? Right? Yeah, let's just let's just do that. Like, look, guys, like, that's, that's not how we do it, you know, we evolve, things change. And so. So that's, that's the what you guys got to figure out. And that's what we focus on. We focus on conversion, we focus on you know, soft, yes. Ladders and stuff to get people saying yes, yes, yes. And then you hit him. And then eventually you it's just it's funnel marketing, very simplistic. And then, you know, to your, you know, to your question about content. Look, right now, I'll tell you right now, who's going to win in this market, the people with the largest databases with the highest amount of trust, right you want if you want to create a never ending, and look this, this is future proof, right? It doesn't matter and a down market, up market, middle market, it doesn't matter where you are, Phil, if you want to have a never ending pipeline, you need to talk to people and put people in your database. And here's one fundamental rule of marketing that everyone needs to understand. And look, you could anyone could argue with me, debate me challenge me on it, but I will throw right back at him the proof that I'm right, and that is whoever spends the most amount to acquire customer wins. Right?And if you see that with like, like, look at look at how many, you mentioned Zillow earlier, right? There's a reason why an agency you actually helped this happen and mortgage providers mortgage lenders to, but that no one gets more real estate traffic than Zillow. Right? And there's a reason for that, right? Because they spent the money they did what they did they did the you know, the the frog and kind of a slow boil pot. Right, you know, it didn't know that it was getting boiled, but it did. And then on the mortgage side, same with like rocket right. Even though they've been they've been knocked down, you know, by UW M. That it's, it's they spent money on marketing, right? Zillow spent a lot of money on marketing, rockets, biggest expense is marketing. But there's a reason for that. So you got to understand that you got to put yourself out there, you got to be marketing every single day because you got to be filling that database, and then understand this very fundamental rule when it comes to lead generation. Everybody's a lead, but not everyone's a prospect. Right? And you got to you got to differentiate to everyone, like just talk to someone, they raise their hand and automatically they're a prospect before you qualify and renew anything to do it. Right. This is sells one on one. Right? So you just got to understand that you're having conversations with everyone, because you want everyone you can in your database. Because the more conversations you have, the more deals you're going to do. Yep, books 10 to 15% of the people on your Facebook feed. Following you connect with on Instagram you run across in the grocery store you see at your kids soccer games, and baseball games, they're moving this year. Most of them don't know it yet. But all 100% of them have referral for you. In a referral dominated business, like don't overthink this stuff. But if you're not thought of firstyou that gets passed up, that's just an opportunity. So like 80% of people I don't do you know, the number for the mortgage space. I know in the real estate agents 80% of people over it's like 80, for some like that hire the first person they meet with, you know, what that is in the lending space is similar? It? I don't know, I don't know what it is in the mortgage space. I've never really i But to me, I kind of take that as like, because I look at look at it this way. A consumer is a consumer regardless of product, right? So I would imagine those percentages are roughly going to be the same because I will say this and you may you'll probably notice on the real estate side, at large and and in the mortgage space, the retention of that once you do a deal with the consumer, the retention is about 23% or 22% of that customer and I think in the real estate, it's in the teens last time I saw that you do a good job doesn't mean that they're coming back, right? Yeah, well, that's because people stopped talking to him in the real estate space, like 80% of people forgot their agents name like the agents name, they don't even know the first name anymore after six months, because we don't stay in touch with them. And if you're having a problem with that, guys, I'm going to take a shameless plug real quick you need to get to referral sweet.com All right referral suite.com Because all we do is farm your database and make it really simple. I just need one to two hours a month from you and that's about it. And people stop forgetting you exist but back to the show.Yes, that's it's crazy that we don't stay in front of them but we don't look at past business as future transactions because we're too short sighted. You don't spike the football on loan number one you spike the football and referral number four from the person you sold loan when were one four years ago. That's when you spike the football in these types of relationship based businesses guys, don't be so short sighted.it.Alright, so what do you do now? Give me some advice. What are we going to do with the market? How do I get loud? What do I how do I get more and more conversations? What kind of activities specifically should I be doing?Yeah, I mean, that's a good question. And to me, I think it's like I mentioned the beginning, it's a combination of things that you need to have a an omni channel, attack writer strategy, and that's social media. And that doesn't mean you have to be on everything doesn't mean you have to be on Instagram, Facebook, Twitter, whatever, every channel is different. For first and foremost, it's understand where your audience is, right? That's, that's first and look, I could even go even back more and say, hey, you need to have a CRM and all that other stuff. But look, that the fact that it's 2023, and we're still having the conversation and trying to convince, I'm still trying to convince people on social media, which is stupid, but I've also got to the point, I don't know if it's my age, or just because I've been in this industry long enough. But like, I stopped trying to convince, as soon as I get into any type of conversation, I'm like, is this not for me?Okay, good, fantastic. There's no nothing for me to talk about, because we're already going to lose. And so either you're gonna lose today, you're gonna lose down the road, but you will lose, right? And, and soyou need to be you need to be putting yourself out there right in and look, I could get into the stupid stuff of like, hey, you need to be telling stories. And, and obviously, you know, we're on this podcast to be doing video, right? The fact that we're still having conversations about the importance of video is freaking ridiculous to me, too. But that's what you need to be doing and understanding where one understand your audience. Who are you trying to reach? Where are they at? And then what problem you're solving for them and under and going deep. And I have this issue with loan officers all the time, is that there's reasons people are buying and selling, right? It's not simply because they want to move, there's a reason why they want to move. Understand that because the more the more specific right and personalise your messaging is, is going to be 10x to 20x more effective than what your competition is doing. Right. In fact, I'd say it's even more and it's because our competition looks for the least path of resistance, they look for the easy way out, they look for shortcuts, they look for hacks, they want to do anything but work when it comes to marketing and putting stuff out there, right? Or they'll buy leads because they think that's deals on a platter. It isn't right and so and I've done this both on the real estate side and the mortgage side, andso you should be putting content out there you absolutely should be using hyperlocal marketing strategies and your business because people care about where they live. You should also be using email marketing, right? Like that kind of went out of style was starting to go out of style not too long ago, but now it's it's made a pretty big comeback. And I'll tell you this email is your only one to one connection that you're going to have because guess what you do not you This is why you don't build a mansion on rented land, right? Like you don't control Facebook, you don't control Instagram, every time I hear someone complain about the Facebook algorithm or the you know, the Instagram algorithms like what do you think they were going to do? Do you think they were just going to be free and fun and fair for their entire life, they're a business they need to make money so just get over it so that but but if you have an online property, you have that one to one connection via email, that's how you stay in front of it. That's how you control you track your traffic because if you don't do that, then you could get slapped by Google with an algorithms change and if you're running ads, those I remember running like Zillow long form in the beginning when I was doing Consumer Direct, right oh, it was really nice getting those 12 to $14 leads but guess what, when two years went by and those were 60 the ad right and then you're looking at a three to 4% conversion rate maybe a six to nine month nurture right like that's real money we're talking about except but guess what, you just completely went into their basket you are completely dependent on them so you had no you know, no choice but the pay to play none of these companies are evil right we make them evil because of what of the of their practices but what we gave them the power to do it so what are we complaining complaining about beat them right compete don't just stop doing it. I I have people I hate and it's crazy to me like I get it on the real estate side. Not really but I do.On the mortgage side. If you are paying any type of money to Zillow, you are insane, you are insane and your main bread and membrane will shout out to Cypress Hill. They're for dinosaurs like me, but Cypress Hill, but But it's insane because on a lender, they're they they are a lender. Zillow is a mortgage lender. And then when everyone comes back, man, it's like well, this and that. And I'm like me ask you this. You're at loan depot, right? Yeah. Malone depot, would you pay movement? Would you pay movement mortgage for leads? Oh, absolutely not. What's the difference? Extra zero. And so that that's what I'm saying, Guys, you got to control your traffic. You got to control your sources of income. You got to control where the consumer is going to find you. Because that's the only way you're going to stay relevant long term and not be dependent on someone else for your success. Because that's never a winning formula.He hit it on the head.So many people aren't using email, we're video emailing consistently, every month, we're going to 40% open rate. And the videos have nothing to do with real estate or lending or anything. They're like talking about a restaurant, their community, their local. And it's just reminders, you don't need to, like when we're just there's different types of databases andthe warm database are like all the list of people who all have the potential to refer or do business with you. And staying in touch with that audience. And those people the 200 to 300 400 people you invite to your wedding or funeral with an unlimited budget on both are the ones that you just nurture and you're not nurturing, like, just staying in touch with people, if you don't own your own data, you're in the data collection business, just like I am, like, I listened to my stats, I want to build my email list because the larger my list or my database grows, the more opportunity I have to sell more people our services. So we don't in the industry don't nurture any of the relationships we have. And then they get pissed when you log on the Facebook Like fuck, they just bought a house and they forgot I was in the business. Dude, you gotta like farm these people, you farm them with content, it's very simple. And you have to nurture and keep in touch with people because it's a giant popularity contest. Nobody wants to go interview a bunch of lenders or realtors, like, that's like the last thing I want to do. Can you imagine like, going on a speed dating round with a bunch of mortgage brokers like I'd rather watch fucking paint dry. And same thing with realtors, they just want to know they could trust the first person they meet with will start becoming the first person they meet with you do that by getting really loud, you're adding value to other people's lives connecting with people. You don't have to pitch them or sell your freakin interest rates or, or go see a house and every conversation you have. But you do need to remind them what you do for a living. And that's very simple to do.Well, that dude, very well said, Any closing thoughtsyou have here for people? Yeah, and you know, I'll put my coaching hat on here for a second is Look, I told you what to write down in the beginning, which was you know, just because you're making you're doing business doesn't mean you're losing business. And I'll tell you this is you gotta write, it's kind of like a Venn diagram, you gotta write two circles. One is what you want to hear and what you need to hear, right? And be very honest with yourself and what you want to be told and what you need to be told, right, and then the intersection of those two, that's where the gold is, right? Because that's something that you're going to lean into and do. And if you don't find that, then you got an issue, and you got it. And you gotta kind of audit yourself on what you're doing. But you know, to a lot of the stuff that we talked about, about, you know, being you know, one is the nurture processes, you should be spending as much money, if not more on your retention, and your post close as you do trying to acquire that customer, right, you spend more money on the people you do know, as opposed to the people you don't know. And we don't do that at all. Because it's not sexy. It's not instant gratification. It's not instant ROI. So we you know, we forget about it, we leave it to some you know, crappy CRM post drip about winterizing your pipes, pumpkin pie recipes, you know, fall back, spring forward, all that other nonsense that turn back the clock and turn back to you know, we're, that's not going to keep you top of mind. Right. And that's why that community piece is so relevant is because as as a sales professional, especially in a community, is that is that you all you care about is attention and awareness of who you are. That's all you should care about. Right? It doesn't have to be about your house, or being a mortgage professional or any of that other stuff. Right? Yes, tell them what you do make sure that that's part of your content strategy. But if someone just does did it, if you just sold someone's house, right, they don't care about the rest of the houses you're selling or any of that other stuff, right? You got a segment that database and talk to him about stuff that they're going to care about, right? Because one of the things that we have going for us more than any other sales profession, is that we that we help people achieve dreams create stickiness, create generational wealth, right fame, you know, really create happy situations that go to the emotion and heart. So there's automatic stickiness there. So the only reason that we screw that up is because we screw that up. Right? So that you know, so that's what's super important to all you guys know, you know, for all you guys to know. And then this is the last thing that I'll leave you with, is that you got to understand that your marketing starts before that consumer consumer even knows who you are, right? That is when your marketing starts. Because you never know when they're saying and before you could tell me that you sold something over list and over the last two years. Congrats, I'm sure that was very hard. But like, you know, doing stuff over list, you know, sell stuff in 10 days, bah, bah, bah, bah, bah, before they're to close the credit clinicals before you can tell me any of that. I have to know who you are. If I don't know who you are, then you're not relevant. Right? And don't let the last two are 2020 and 2021. Don't let that unicorn yours fool you into thinking you have something that you don't and look Don't Don't get me wrong. I say all of this out of passion and love for this industry. I mentioned my story in the beginning. I'm here for life. And so I want all of the true professionals to win.But here's the thing gotta understand is don't let those things for you. Right? You got to understand that the markets are going. And we could be in a market like this. If you look at historical data, and look, everyone wants to be rosy. Everyone wants the interest rates to be what they are, and inventory and all that stuff. If you look at swings, this could be a five to 10 year swing of being this being the normalized market. So guess what? Guess what? Get dressed, put, roll up your sleeves, put in the work and do what needs to be done. But marketing is going to be the most important thing that you do for your business from now on going forward. Why don't you tell them where they can find you guys? They want to learn more. Yeah, if you guys want to, you guys could always look I'm all over social media. So you know Frazier real I'm the real cmo on all social media channels. And then you can also check us out at lead pops.com. Appreciate it folks. If you're going to struggle with what to create Why don't you join the next content creator challenge you can visit www dot real estate content creator challenge will give you 30 days of content was from video email to memes to creating short form real to long form videos, you're actually going to take action do them, learn how to do them. It's not as hard as you think it is. But that's why we do these challenges. And it's only $49 to go ahead and visit WWW dot real estate content creator challenge.com and join this month's challenge which starts on March 14. Dude, appreciate you coming on to the show. We had a great time. Folks. Listen, this is like feel like we speak the same language man keep it up and folks just take action. Get Loud, start creating a whole lot of content. It's how you start marketing its content marketing, make sure everyone when they think of real estate or lending thinks of your name. When that term comes up, and as long as that happens, you will always attract business despite market conditions. So you guys next week, thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Being yourself can be difficult, especially when you are worried what other people think of you, but it's important to be authentic, even when you can't help but wonder how you are perceived.Three Things You’ll Learn in This EpisodeWhy are we so afraid to put ourselves out there?How to overcome the fear of rejection.What being authentic looks like in the marketing world.ResourceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up, ladies and gentlemen, welcome to their episode of the real estate marketing dude, podcast, folks, what we're going to be chatting about today is not bringing on a guest, we're gonna be doing a little bit of training and coaching during this podcast. So if you are sitting down, I'm gonna have a little bit of exercises for you today. But what we're focusing on is, does what people think about you really matter? And this is something that, you know, I see quite a bit like, in for me, too, you know, if you guys listen this podcast for a while, you might not think I'm a very shy, or I really care what anyone else's opinions are of Me. But the reality is they do. And, you know, sometimes when you get out there, and you put yourself out there, you might get some hateful stuff in return, you might have some people talk crap about you, or some people say some things that are going to hurt your feelings. So how do you react to that? Because what we're chatting about today, how do you address all of the haters? If you are getting some? And how do you overcome that whole thing about? Hey, what should I, you know, I should I really put this out there, like, When are people gonna think about me? Oh, my God. So if you have any of those reservations, this is the show for you today. And what I wanted to do was just sort of focus on, you know, why it's important to create the content out there. And what I see is the number one reason why I believe that people don't put themselves out there is because it's not that there's so much they know what they want to say, but they just don't know how to say it for themselves, if that makes sense. And it's sort of like, okay, yes, I know, I want to market my business. I know, I want to tell people, I'm in real estate. But how do I do that without being a total douchebag? How do I do that without like, feeling like I'm begging for business or, or selling my services, or annoying people, because that's what I don't want to do at all. And that's normal to think that way. Guys, we're human. I mean, that's how human beings think it's a natural reaction. But what, when you really grasp what it is you stand for, and you really identify your brand. You don't think twice about posting that content, right. And this is the importance of really dialing in your brand, your brand strategy and creating content, because it is very hard. If you don't have a strategy in place with why you're creating content in the first place. Well, it's very hard to get yourself out there to begin with, and then to do it consistently, because over time, it'll eventually die. And if you are planning to build a brand, you have to create content, you have to create content in today's age, to build a brand. I mean, it's the only thing that keeps yourself out there. See, marketing isn't advertising, like when I'm doing this podcast right now, I'm not trying to. I'm trying to add value to other people's lives, like I'm trying to give you tips. And the reason why I've been doing this since the last seven, eight years is because, one, I have fun doing it, too. It allows me to express my voice. But the most important reason is allows me to serve my audience. It allows me to keep contributing in a value added way. And there's a reason why my topics and the marketing or the topics and the things I talked about are all related around marketing or lead generation, because that's the niche that my marketing is so like, for me, I just talked about marketing stuff all day, because that's what I do, like my audience might do people that buy our services, or hire us for video or need me to help them brand them or whatever they need for content, they come out to me because I've met them through creating content. And if I never created content to begin with, I would never be anywhere to begin with content is the only thing that saved my career. And it's the only thing I see that keeps people present in today's day and age as well. And one of the biggest problems that like, you know, is that someone who is not on top of mind is always passed up on. And you know, when you decide and you realize what your mission is, what your goal is, when you know what your brand is, it's very easy to create content consistently. And you're confident about it at the same time. So when we people are generally nervous about what they're going to create or what they're going to do, most times that is solved simply by literally spending time developing what that strategy is going to be and when you spend time where keen on your content, it's not so much of what you're going to be creating content on. It's how that content is going to be consumed, viewed or perceived as so for example, if I know, I want to give you guys some examples of put this in here and why it's so important to do the Brandon, and we just did a content challenge. And if you guys are interested in learning how to create content, I want you to go to www dot real estate content creator challenge.com. That's www dot real estate content creator challenge.com. This is a training I do every 30 days, it's $49. And it's a three class session where we're going to show you essentially how to create all the content in the world, through video, email, through social media, still images, video images, there's a lot of different forms of content, but it's how you create your content that people relate to. And that's why it's so important to do your brand. So if you're interested in learning, and you don't know what to do go to real estate content creator challenge.com. And sign up for the next challenge, depending on when you're listening to this episode. But, you know, let's go through an example of here. So let's just say this is the easiest one that everyone always understands. When I explain this, this is one of the points we come on. In the challenge. We go, Hey, how do you define what your brand strategy is? What's your content strategy, which is really what we're doing? So what I like to do is I like to reverse engineer that content strategy. And how I do it is I go, Alright, who do you serve? We all know we sell houses, or you do loans or something like that. But who do you serve? Who do you pretty work with like, because your brand strategy should be an average of the last 10 of your clients. So if I'm here, I'm here in San Diego, it's a big military town. And a lot of realtors and lenders here, I see a lot of them have a great niche in the military, which means they're doing a lot of VA loans, VA financing. So if I wanted to create a content strategy, let's just say I want to talk about real estate, well, I would do it in the form of a bootcamp and I would be disciplining them and making wise financial advice, because that would be very brand, I would very be very on brand for to speak to that audience, it would it would show people wanted speak exactly to who I'm already marketing to. It'll speak right through my authenticity, because I'm doing that. And it'll call out who I'm trying to reach. But I could also create a community series, but I'm probably talking about neighborhoods near base, versus like, the highest most expensive properties in all of San Diego. I could go out in the community interview businesses that are veteran owned, I could create a giveback program and give back to the Wounded Warrior Foundation with every closing I had. But each one of those examples I just gave you are all pieces of content that can be created, whether you're doing them on video, whether you're creating a case study in the long form post on social media, whatever it is, everything we do is content. And I think what people don't realize is that that's so true is that everything we do is content, they don't realize that everything there can be doing in terms of marketing is just capturing the stories that they're already living, and display knows. But everything's got to be intentional. If it's not intentional, a lot of times it just falls on deaf ears. And there's a lot of different types of content to create. But when you want to create content, that reminds people, you're in real estate, and you want to create content that leads to clients. That's the key is having it reminded people you're in real estate versus having them having to tell people you're in real estate. And there's a major major difference in that. So what does this all have to do with coming back to like, hey, like we started this podcast about like, how do you overcome your content creation fears? And how do you overcome your fear of putting yourself out there? Well, the answer to that is you have to dial in your branding strategy, because once you're confident in what you're doing, and you're excited about what you're doing, the content creation part comes pretty easily. See, we have people all the time, they'll be like, Hey, you get people get so nervous to film a video and, you know, we get these videos, we get these phones on our pocket, it's the best tool you can have in the world, you could literally run your entire business off it, I'm doing it right now. And you don't realize the power that this phone could capture and the power how much business your little phone in your hand or in your pocket can create for you if you know how to use it. Because the best content you're going to create is not the ones you plan. It's the ones you do on the fly. Sometimes, those stories come out when you're in action. But you got to remember that all your years living a story, you got to pretend your life is a reality show. And when you dial in your strategy, what you're really doing is just recognizing what you're already doing is all content. That's what I'm really good at. I tell people here and they don't realize what already was already content. So you should never be scared to put yourself out there because when you're creating whatever it is that you create, whether it's a video or whether it's a post, whether it's a picture of you and your bathing suit, doesn't matter.You don't have the act of creating In the content itself, whether you're taking the picture or whether you're creating your shooting a video doesn't have to get posted, if you don't want it to. So therefore the act of creating the first place should never make you nervous or anxious or any of that. Because you're always in control. The second thing I tell people is, hey, do you realize that if you really like, let me ask you a question. Are you the right realtor or lender or investor for the job? Like, are you the best one in your market? And I hope all of you answered yes to that. But if you didn't, then you don't deserve my business. But if you answered yes to that, then it becomes your obligation to scream it from the rooftops and let everyone know that you're in open for business because you do that good a job and anyone who takes pride and passion into what they do. Their job is to help more people or sell their shit. That's why we exist, we exist, a business exists to help other people. And as long as you believe that you help other people, then you need to scream it from the rooftops. And that's where content creation comes in. Because creating content will lead to clients. It always does. Because it's just allows you to keep having more conversations. And with more conversations comes brand, trust, authority, and ultimately business. And that's what content does. But it all starts by really dialing in and defining what it is that you're going to create. Who am I? What do you do? How do you do it is more important, because that's what people resonate with. They're not listening to what's coming out of your mouth, they're looking at your body language, while you're saying it. They're listening into the tonality of your voice, whether you're going up ordown like this. So that's what peopleare remembering. And I want to encourage you this weekend, when you're scrolling on social after you sign up for the real estate content creator challenge.com. Before you tend to the real estate content creator challenge.com, I want you to think about who do I serve? What do I do? And what do people look at me for because that is the basis of your content. If you're selling all of your houses to a bunch of doctors, well, I'm gonna go diagnose the real estate market. If you're selling all of your services, in the fitness industry, because you're just like a Pilates instructor or something, that's great. Well, let's get fit. And let's give healthy real estate advice. Or maybe you're a military person. And that's great. Let's bring a very disciplined approach to the real estate process. There is a way to out brand and out market because I this is so important to me that I don't believe you have a business if you don't do this, at least have one longing last longevity, because there's a difference between running and working in a sales job than there is to running a business. And if you want to continue to chase chucks keep selling your shit. If you want to build a business and actually have something that you could control that is not reliant upon any type of lead source. That is recession proof. And it doesn't flounder in the shifts like we're experiencing right now. Well, you got to build a brand. There's a difference, build a business or build a brand. They're both sort of the same thing, but not always see a brand will lead to a lot of other opportunities that a business never will. I'm living it every day. So my advice I want to keep this week's show short, is that dial in that content strategy, because the content strategy creates the brand, the brand creates the top of mind awareness, the persona, and the presence within the local community and amongst your database that attracts the clients in in this market right now, while everybody else is like, Oh my God, what's gonna happen? I'm scared. What's gonna happen next, what's gonna happen next, most people are pulling back folks. And the ones who don't go double down, especially on content right now are going to be the ones that create, prosper, and you'll see them building teams within the next markets. That's my prediction. So closing advices you will have to create content. It's no longer optional. Start creating, start doing it authentically dialing in the way you're doing it. If you need help with that, take the content challenge or hire us hire somebody that there's a lot of people that can help you do this, and throw yourself out there and do it consistently. And do it for six months, right into the show. And tell me what happened. If you have a story about this, I'd like to interview you reach out to me at real estate marketing do.com And I would love to have you on next week's show or a future episode, but create content. You can't do that without diluting your branding strategy. Once you do it, do it consistently. This is not rocket science. And what you'll see is you'll stop worrying about what you're saying. He won't care after a while, you'll just keep going. And that's what you should be doing. It's your obligation. Like I said, If you believe you're the right person for the job, you have to be you have to throw yourself out there. Otherwise, in my opinion, you're not the right person for the job. Appreciate you guys listen to another episode of the real estate market to do podcast you can visit us on our website, leave us some reviews, and follow us on YouTube, Facebook and Instagram. And if you're interested in taking the challenge I mentioned you could go to www dot real estate content creator challenge.com And that challenge will be next one coming up March 14, but check based on a time where you're listening to episode to see when the next one will be. We'll see you guys later. Have a good one. But thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are talking to Holly Carroll about how being authentic is a crucial element to your brand. We've said it before and we will say it again. No one will trust you if they can tell it's not the real you. Holly Carroll is the Muskoka Luxury Realtor and author of“Selling Secrets You Can’t Afford To Miss." She is also the former Miss Canada.Three Things You’ll Learn in This EpisodeLearn how handwritten notes reach your audience.How do you get people's attention?Authenticity always works best.ResourceCheck Out Holly's InstagramReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome another episode of the real estate marketing Jew podcast, folks we're chatting about today, we have a social media star, like you got some star power. And I was just sort of scrolling through Instagram. And she messages me and I'm like, Hey, how are you doing Nice to meet you.And it was like, I guess really authentic. And then I started checking you out on social and like, Damn, she's got 90,000 followers or content gets a shitload of engagement. And it looks like she's doing everything right. And I'm looking at your I'm on your Instagram page right now. And dude, perfect. Looks great.And you're a luxury agent out of Canada. So I was like, Dude, why don't we do a show? Let's get on here. Tell us what's, how did you get here? What are you doing? And how are you all over the place? Because you're definitely not shy. And I think one of the problems that people have on social media is like, Oh my God, if I post something, someone's gonna think this of me or someone's gonna think that of me. And at the end of the day, who gives a shit. Nobody hires anyone they don't relate with. And oftentimes in sales and business and whatever the hell we're doing. We often overthink it, I think, and we try to be someone we're not. But my goal today's show, and I have a feeling she's going to do a good job at it is talking about why you should be fearlessly authentic, quote unquote, your own words. So without further ado, let's go ahead and introduce our guests. Miss Holly, Carol. Holly, how are you?I'm wonderful. And thank you so much for having me on. I did find you. Oh, where? Yeah, how did it work? It was actually through this course that I took. And they had your contact. Oh, okay. I'm gonna message this guy. And then boom, here I am on the show. Very grateful to be on this show. If you don't ask you don't get you know what I mean? Like, same thing for all the agents out there. If you don't ask for referrals, you're not gonna get referrals. If you don't tell people you're in real estate, they're gonna keep forgetting and you're gonna be a closet agent. If you don't put yourself out there. It doesn't work because you're the brand now your broker Holly wants you to tell him where you're nothing you said that. I love that you said that because literally like 90% of the time it's just showing up and being out there. Yep, conversations you'd like to face is the brand that's why social media if you're not if you're in real estate, you're not on social like you're only losing an opportunity. I sale time is no longer optional. It's a necessity unless you don't care when other people start cheating on you with agents like Holly you know they're gonna go hire somebody else that's going to be a lot more present than somebody that they forgot about.All right, Holly, so tell us you're in your you do luxury in Holland. I can't say this Canadian name all the Canadian Muskoka Muskoka. Okay. So Muskoka, and that's outside of what Ontario? Yeah, so it's about an hour north of Toronto. And we kind of call it the Hamptons of the North. That's sort of what it's what it's like, it's a lot different than the Hamptons. But if you think of it, it's where that type of the world so Toronto and surrounding areas want to get away and vacation. And it's kind of nice that the rest of the world doesn't really know about it, because that's part of its charm. It is home to a lot of rich and famous during the summertime. It's absolutely stunning. There's 1600 lakes. I sell waterfront property, usually boat houses, it's like a lot of people say it's a Coors Light commercial. It's like a Coors Light commercial. Just picture out your knickers like commercial. Exactly. That is my niche. And how did you get started? How long have you been in in real six year part of the agency, I see a picture of you with Mauricio because I want to get I want to get to on this podcast too. I like Marty, see, I watch all this content. But tell me your agency and that the agency is a luxury brand. Like you guys know this? If you watch anything on HGTV, like it's just a luxury brand. And you're selling luxury properties in a luxury market. So it makes sense that you're dialing in the niche. But where do you How did you get into this? Because people want to? The biggest question I get from people is like, Hey, Mike, I want to sell $2 million houses. And I'm like, There's no marketing or advertising that's ever gonna get you to sell $2 million houses. If you want to sell $2 million houses, you got to start hanging out to people who own the $2 million houses. It's very simple. You have to hang out with the people that are in your database. You don't pick your brand God did it's just the way you're born. Whether you want to embrace it or not as 100% up to you. Okay, so Holly, how did you get into luxury because it's a question that people want to know, but I could I know how it is. I mean, you're just this is your this is your tribe. It looks like here so tell me how you got into it. And when justAll right, and we'll start with that. Of course. So I'm coming up on four years. I will say that anybody listening, you can get into luxury real estate Don't. Don't, you know, forget about that. So, a big thing about being a luxury real estate agent is you got to be luxury. So like you have to become that vibrational match to attract your clients. So when you're out there buying luxury, luxury, show off your luxury things so that people are like, okay, she's obviously luxury. It's not just about luxury, real estate, it's about your whole lifestyle. I sell a light drive like a Toyota Datsun and then it's all luxury houses is what you're saying.Can I wear sandals and shop?I mean, I don't want to discourage anybody either. Like I don't, it doesn't mean they have to go out and buy that Rolex watch, or they have to buy the Lamborghini they can't afford. But there is a mental state you can get into that makes you feel like luxury. Like I always say drink water out of a wineglass like there's little things that you can do where you feel luxury. And then that way when you're around the luxurious clients that have a lot of money, you don't feel so out of place, you know, so embody it luxury, imagine luxury, you know, become a vibrational match to luxury.And then, here in Muskoka, I just kept going to those luxury properties I kept, you know, putting it on social media. I kept dangling the carrot in front of everybody, and then you know what I asked. So I go after the rich and famous and I am not afraid to get in their DM and send them a video or send them a property you would love this property. You know, Mark Wahlberg wants a place here and in Muskoka, and I know the perfect property for him because he likes basketball. And the basketball court overlooks Lake Roscoe, which is one of the best lakes here in Muskoka. So I sent him a video like a response. No, no, yeah, that's hilarious. But even like, Look I'm looking at so we just got out of I do this, like, do this a content creator challenge once a month, and if you guys haven't heard about it yet, sign up for next month's. It's called The Real Estate content creator challenge. And the whole premise of it is like when you're correct, everything you do in life is content, right? But if you go to Holly's Instagram page, I'm looking at it right now. Every photo and image of her on here is is luxury. Like, It's luxurious. She's either at a pool, or she's that like, there's a there's a yacht in one. She's got images of cool, you know, freaking houses, she's got bikini shots, like she just looks luxury, right? And you have to remember that people, you're an average of the content you create from the outside. Right. So like, if you're gonna if Holly's, if she's out here, like hanging out at McDonald's and Showbiz Pizza on Pizza Hut. And I see her over, like running like four wheelers and whatnot. Like, she's not going to have a luxury brand. But perception is a lot everything in this business. And it's marketing, right? It's a marketing, like everything we do is marketing. With social. Yep. What did you do prior to real estate that and why are you so not shy?Like you're not shy? And I think that's half the battle and like, you seem to not really care, others opinions and how do you get there?So before I was in real estate, I was an international model for 17 years. And then I was Miss Canada tourism. So I have been in the public eye, if you will. I've been in marketing for a very long time. But I will say that I was a little shy before. But the reason why I'm not shy now is because I did the inner work. I believed I was an internet, I believed I was a luxury realtor before I became a luxury realtor. So you know, I believe in myself, I love myself, I radically forgive anything that I ever did. I looked back I went and did the work and I love myself beyond anybody else. So like if I get a no to from Mark Wahlberg, which won't happen. He's gonna say yes. But if I get a No, that's okay. Because it's a yes to me. Like I say yes to myself. Great. Yeah. I mean, it's a great way to put it when you first started though, like, you're like, Alright, I'm making the shift everyone now and I see this with a lot of people that it will career transition or whatnot. But like, I used to do this, or I used to do that. And then right when you first get into real estate, people probably knew you. Oh, she's a model before and she has all this and then you probably had overcome that because some people might have stereotypes are out there, right? But you probably said fuck off. I don't really give a shit. Here's who I am, how I roll. But I see that as a major issue. So I think how do you overcome that? that specific day because people are like, Oh, they're gonna think I'm this and that and all of the above? How do you rebrand yourself?That was a big hurdle for me. And I tried to be somebody else. I tried to be that mold that I thought people wanted me to be that corporate mold real estate agent, and it just didn't work out. And it didn't feel good either. So what I was doing is I wasdoing stuff that I didn't want to do. So it was more energy as well. I wasn't getting anything back. And I like you said, I just said, Fuck it. And I thought I am on I was an international model, like, why can't I use that infuse that into a brand? And so I just like I said, I, like we said earlier, I just became fearlessly authentic. And I said, Well, what's the worst thing that can happen? I'm not getting any business now anyways, I'm trying to be somebody else. So I might as well try and be myself and the world opened up, it really did. And anybody listening, be yourself, like people like that?In some won't, right? Let's be honest, like some people gonna be like, Oh, well, blah, blah, blah, and you're like, Great, I'm not gonna get along with you anyways, but when you guys rather have that out of the way before you get in the car and start showing them a bunch of properties. So like, let's talk about different ways and like giving people different ways that we could market this brand. So you might have a listing video strategy where you don't the listing video is nothing more than its you like a runway to tie back into your modeling career. So every single house you're just think of like, you ever see the show? Was it with the two male models? With Ben Stiller? What's the name of that movie? Zoo lander. Zoo lander. Okay. That movies about male models? Yes. Yes. So like, literally, how would a mom how to form model market her business? And she's already doing it. But for those guys thinking, like, how would you do some video like, I don't do listing tours, I do fashion shows, right? There's a big difference with how you market which is going to remember, if she's having an open house, she's probably going to treat it like a fashion show. It's not gonna be a normal open house. That's not how a model would roll. You have to roll with whom you are okay. I've seen people do the opposite. And I've seen people who are big talk, I've seen people build brands off loving tacos. So at open houses, they have a taco truck, right? It's how you do business that people actually remember. And that's the cool thing about this industry is you can do whatever the hell you want. Be whoever the hell you want, but you have to be willing to put yourself out there.How do you marketing your business? Now? What are you doing for business? Like how do you find new people? Other than just I've seen and walk me through what your monthly cadence is in terms of content creation and all the above?Of course. So I have a couple of buckets that I like to fill when it comes to Instagram. I'm fully on Instagram, I try to dabble in Tik Tok, but I'm not really there yet. So I've kind of mastered and I believe I've got a little bit of a groove on Instagram. So I, I focused on that. But I have a few buckets that I like to do. First of all, it's not all about real estate. For me. It's about making an impact in the world. And it's about inspiring others and it's about just the collective. Right. So like, I know, those types of things keep you going. When you're helping other people, they do keep you going. So I there's more ways to to promote and market a listing, right. But there's a lot of ways to get the listing. And I feel like when people look at your page, if you just have real estate listings, they're not going to know who you are. And there you have it. Okay, so I think that that's a common mistake that people do is they only put real estate. But when you go to my page, you know who I am, you know who I am, you know who you're getting, you can decide whether or not you want to move forward or not. But I also like to market everything. So everything is the magical everything is creating a motion. So like I said, I have a couple of buckets is an inspiring buckets, a real estate bucket, it's usually sort of a women empowerment bucket. It's a fun bucket. So I look to see what what I have done in a while. Yeah. Did you like what you just said, really quick. So I think people get a lot out of that. So she's theming out her content. Alright, so she's telling herself in her head, a lot of people have trouble with this. They're like, Well, what do I do, it's not what you do, it's how you do it. So she themed that out, which makes it easier for not for her to not have to think about what's next. So in her head, she's like, I'm doing intermittent, this is how your brain works. But she's probably doing I'm doing for women empowerment posts this week, this month that I'm doing for fun posts this month, and then I'm doing four blog posts this month and I'm doing for this that's a very easy order to follow because you know, what kind of brand you want to build. It's when you don't know what kind of brand you want to build and when you don't have a strategy you don't sit down and actually plan this out then none of it ever happens. People always how do you create so much content it's really easy. I just sit there and 30 minutes and map it out. Like just think exactly are you to hire a real estate marketing dude and we'll do it for you. But or you could take your course or you could take my course you could do whatever you want there's info out there you could find out how to create info out there yes I also batch content of course. Because sometimes also I will say like sometimes I'm very inspired to do content so it's like while I'm on a roll and then sometimes I'm not and and you know we all need a break from social media as well and I will shut it right off shut it down, shut the TV down for a couple of days and just be like this is just me time I need to just like because it's not all about that either. And you don't want half assed me you want full blown me so I do need my timeout as well. Yeah, I'm the same way. It's like I like I didn't want toI don't want to post on social like, honestly, if it wasn't for business, I probably wouldn't be on social media anymore. But it's literally become just part of my business. It's just who am I am? Yeah. But it's like I said, it's a necessity. Remember you guys, every time someone post content 10 to 15% of the people who see your shit are moving, but 100% of them have a referral for you. So don't overthink it. The one who attracts the most businesses, the one who thought at first when the term real estate pops up,is top of mind. And we know that we know that we know about top of mind. I will say I'm glad you said that earlier. But I just want to say it again, is it's about intention. Yeah, all about intention. And I posted something earlier today to that I learned and you know, we used to have to post every day to be top of mind. But now real estate or Instagram is not chronological. So it actually you could have an post that you posted, and three weeks later, it posts up on somebody's feed, because it's still getting engagement. So it's better to be in a detention will not necessarily take too long to post it, but just have a little bit of an intention behind it. And that'll actually spread quicker than just throwing spaghetti at the wall. Yep. And I'm sure you probably get a lot of people like they feel like they know you before you speak to them. Yeah, I'm probably like, whether it's a girl or guy like Dude, no, like, actually, I got that feeling from you when you reached out because you were personable. Here, I'm gonna see what the message actually was. I mean, look on this. And gosh, the person, it was just personal, you know, you're like, Hey, I'm like, Hey, nice to meet you. And you're just cool. So I was like, it was just easier.It was easier to just like, talk to you. And I'm sure that people don't realize that like when you're on social the same way you build a relationship online the same way you build it off.There's no difference. Yeah. And like you said, like, they're not necessarily the client, but they may know somebody else. So I want that when anybody thinks of Muskoka they think of holly Carol period. Yes. Whether that means a buying a house or not, we can get into that I can sell them just get them to me.And we can work that out later. And also to like, it's about helping the world as much as being kind everybody like, eventually that shit pays off to. Yep. It's not just about real estate transactions like that. Just if you're just a better person, if you have intention, if you do the right thing, if you help other people, if you put out some good content that that is good for your soul, it comes back. Yeah, always does reciprocation. You know, when you do some good for someone else, it always comes back to eight.What else do you do for biz? Do you buy any business? I don't think so. Or do you sit open houses? Do you like is everything just 100% attraction based to you or?No, I do a lot of events. So I do a lot of you know, shaking hands and kissing babies. I love events. That's my main thing. Muskoka has that small town feel to even though it's it's very saturated in the summertime in the season? What's the population? What's a media population? Like summer and winter? I actually don't really know the answer that question. There's three main like little towns, but there's it's spread out so much. So it's hard to it. That's hard to say. I'll put that in the comments. Because it changes all the time. It also changes during the pandemic. Just know that it's a lot. There's a lot more people here, it's a tourist season town.What was I saying that right? Oh, yeah. So I, I do a lot of charity events. And the another reason why I do charity events, too, is because I like the people that go to charity events. So I'm not just looking for the rich and famous. I'm looking for the good hearted, rich and famous, you know, so is that where you got your start at? Like, would you say like going to events because I mean, I got started, I got all my business at nightclubs. That was only 22 Then but it was the same concept. Like I would go to meet people. And then I would stay in touch with the people I met. Are you collecting email addresses? Are you sending like you meet people, but then you know how it is meet someone they forget about you the next day. It's like when you showed a video shot.I'm doing strictly social media. I mean, I sometimes get their number, but even even now I'll get their social media and then get and then get theirs. And you know why I do that not just to get more followers, not just so they can see me. But so now I know them. Because remember, we used to have to get a an email or a phone number. And then we'd have to write all the description like, Oh, he's got a dog. And he's got a wife named Joan and edited up. Well, now we can just look at their social media and find something that likes them. And then that's, that's a reason to talk to him. What kind of dog is that? I totally forgot, right? Yeah, because when I would do my calls, I'd be like, Hey, how's fluffy doing? But now I don't even care about fluffy because I could just look on their feet and see fluffy right there. Well, that's that's a very important. So I have a feeling you probably have a strategy on this. So let's let's roleplay this a little bit. Let's pretend we're at a an event, because a lot of people will go to event they don't know what to say. Right? So like, let's just say you're at an event you're there to network, you know you're going for business, right? But you probably like these events anyways. But how do you go out and meet somebody? So let's just say II'm sitting here drinking my little cup of I don't know what's ever in here. Some alcoholic? Yeah, champagne in my Ticor title cup. That's a paper cup. But yeah, I'm drink champagne. I'm sitting there. How do you break the ice? What do you do?I'm very approachable. So we'll we'll laymen's it down. I mean, I would just say hello. When I would ask them questions, the best ways to ask question people like to talk about themselves. Yeah, don't talk about yourself. People like to talk about themselves, and you'll find a way for real estate to get in there. Yep. I always, I always like so what do you do?Yeah, always ask people, What do they do? And then they always ask me back, what do you do?And I just like it just, it just happens. You guys, like don't overthink this. It's not it really is that simple. really is that simple. And then you'll find something that you connect with them to see I'm a huge animal lover. You know, I like boating, there's something that will come up and then that's when you spark that up and started talking about that a little bit more, but don't just bombard them with questions. Once you find a question that kind of connects with you then go more into that, but I wouldn't lead with real estate I never have it comes up. Yeah. People real estate's like always comes up, especially when people are moving like it's just they talk about it, because it's emotional. And they're excited. And it's, it's fun. It's exciting. And don't overthink it. Guys. Have you ever prospected anyone? Have you ever like cold called anyone before? Yes, I'm prospecting Mark Wahlberg. Right?On a phone not on. I guess that's a different way to look at. I haven't looked at it that way before. But it is pressed. I have been prospecting people on Yes, I've been DMing people because I am being a little bit more intentional on who I want to call in.But it's not like the hard sell. It's like it's more just kind ofbuilding a relationship. Yep.I bet you have a lot of these.This is the upper end upper upper class, you're dealing with millionaires, right? I bet you they respect the hustle.They do. Oh, I've gotten a listing that way.I actually said to the guy said, It's okay. If you know if you don't go with me. And he's like, Well, I would really like it if you if you said that, that I should go with you. And I'm like, Well, I definitely want you to go with me. That's funny. But like he appreciated the fact that I like, went and met him and like met him again. Like he almost it's like I courted him almost that day at the upper market wants that. Like they like you, they want you to chase them. And like you got to remember, like when you're dealing at least I can't speak onthe millionaire class of women. But I know how the men react. And I know that they always want to brag about themselves. They want to tell people about the story that got them to where they're at. And it's always just you just have to float their ego. Oh, my God, I'm so impressed by your thing. How did you do it? That's the number one question you could ask anyone who's very successful, and they're automatically going to take liking to you. Every time right.Compliments are good. Questions are good.Like it? i This is this is cool. Any closing thoughts? We like to keep these about 2530 minutes? And we're just right about there. Do you have any final closing thoughts? You want to mention? Anything? Any advice you want to give to people, people who are just I don't know what to post? I don't know what to do. I'm just sort of stuck. How did she become successful? And for years, I've been doing this for 10. And I don't have that success? What is it?I think, think about what you would want to see. So if you were you're the client that you are trying to target, think about what they want to see. And then try to put your spin on it. Don't overthink it, be bold. And just get yourself out there. But be you love it. Why don't you go ahead and tell them what your handle is one more time and you guys want you to go ahead and follow Holly on on social media. And then you can see sort of what she's doing how she's doing it and r&d, it goes like there's no such thing as you know, r&d is a ripoff and deploy, but do it in your way. The cool thing about real estate is that you could do the exact same thing she's doing, you could do the exact same thing anyone's doing but because it's based on your personal brand, eat both, you'd be doing it differently. And there is no way to duplicate that. And that's the power of having a personal brand like people Hey, Mike, what if I have 30 people you're doing videos for in my market, it wouldn't matter because each of those videos are going to be going out to the people that they're associated with. And each of those videos are going to be done in a way that only they can do and that's the most marketable part of your business. It's your personal brand, your persona. It's not people aren't hiring you because you have a license that just gives you a legal right to make money with it. They're hiring you because of how you make them feel.So true. So appreciate you guys listening. Why don't you tell them your handle one more time? So yes, my handle is Holly and Carolyn. I will say reach out to me. I'm here to help. I want to help everybody. And one last thing. Try to create emotion with your content like that. Thank you folks for listening another episode of The Marketing do podcast visit us leave us some more reviews.Share this show with your friends and take our next content creator challenge if you want to visit learn more about that it's www dot real estate content creator challenge.com We'll see you guys next week. Bye bye. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are looking at how to stand out. There's a lot of ways but none of them work unless you have authenticity. How can you communicate with personalization and authenticity? Let's find out.Jesse Stein is a experienced tech entrepreneur, having founded Audience.co, SportsMemorabilia.com, Triton Academy, DietSpotlight.com and more.Three Things You’ll Learn in This EpisodeLearn how handwritten notes reach your audience.How do you get people's attention?Authenticity always works best.ResourceCheck Out AudienceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up, ladies and gentlemen, welcome another episode of the real estate marketing dude podcast. That's what we're gonna be talking about today is standing out and being a little bit different. And our guest today, actually, I can pitch to be on the show all the time, like people are always gonna be on the show. Most people want to sell their shit. But this dude actually sent me an video specifically to me via email, which got my attention, which then we're talking now and we're on the show, because otherwise I wouldn't have looked at it. And it was how he was communicating with me that really got my attention. And I'm like, Oh, shit, this is great. But guess what, he did it on a video. A lot of people send pitches here all the time. And okay, we'll do it through text based email. And then it's the same thing. It's almost like you feel it. It's a regurgitated copy and paste email from some kind of podcast booking agency that always reaches out to me and says, Oh, I have a new guest for you, blah, blah, blah, I'm like, your This isn't authentic. It's Bs, and most of them I delete. But this dude gets a does a video, even trust me by first name, because Hey, Mike, I know, I really want to get on your podcast I've shown us he walked me through his product and all the stuff that he has in his place. And it was engaging. And because he did that, I was like, dude, let's do that show. Otherwise, we might not have done the show. So what we're gonna be chatting about today, is that how do you get people's attention that are trying to stick out? And how do you do that in marketing? How do you do that in real estate? Through digital through direct mail, personalized direct mail, but at the end of the day, here's what works guys. I don't care what the hell you're doing authenticity, authenticity, people feeling like you're one on one communication, people feeling like you're just the only one they're gonna get attention to. So that's exactly we're gonna chat about. So without further ado, I want to introduce the CEO of audience.co. Mr. Jesse Stein. How're you doing, buddy? Great. Thanks for having me. Mike. You want to tell everyone a little quick intro? Who are you? What do you do? What is audience and I got all kinds of questions for you. Yeah, so I started audience bout four years ago, we've been selling in earnest for two years we've got now 1000s of real estate agents on the platform. I started a company called sports memorabilia.com. I bought that as a raw domain in 2005. And with a team of people eminently smarter and more talented than me, which is a common theme in my career. We built it into the biggest autograph store on the internet, a top 500 internet retailer ended up selling it to fanatics. But one of the ways we grew it was through handwritten notes. And we sent handwritten notes to customers. And we realized that the clients that received notes, spent more money with us left better reviews, referred more business, they were easier to deal with. There's just a virtuous circle to sending handwritten notes. But there was no scale to the process, because we were having contractors, people in our warehouse assistants writing the notes, so there was no scale, the handwriting was often terracing. And there was no way to run campaigns, there was no way to really follow up and figure out, you know, when was the last time I sent to notes, a trigger note to and so forth. So I was kind of waiting for someone to do it. And all I kept getting in my physical mailbox, were notes that pretended to look handwritten, but really weren't. I'm sure all of us have received those notes. And I just noticed that the mail that was arriving into my physical mailbox was not making it to my kitchen counter consistently. So we went out, I hired a software engineering team. And we built this incredible software. And we have these amazing robots. And what we did was because of my backgrounds in digital marketing, I got started in digital marketing in 99. Actually, that's when I started my first online retailer, and learn how to build sales funnels and websites and learn how to buy online media and all that way back in the early 2000s. And have built that over time. So I always knew that audience would be a combination of handwritten notes with digital marketing follow up, because when you send the note, that's great. But now you need to follow the user journey, right? You need to follow that prospect on his or her journey from the note all the way through to online so from the mailbox to the inbox, and so what we've builtIs this company where we've optimized every facet of the note itself. So it's on a fixed stock card, it's a bifold. Note, what we do is we create a beautiful graphic for the front of the note, we have a whole graphics team all unique graphics, what we do is optimize for the chances that people will keep and display the note because that homeowner probably isn't interested in listing his role right then and there. But when they are your top of mind, and the key is to get them to keep it that's why we do a bifold. Note, every character of every note we do is written with a real pen by our handwriting robots that use the same pressure slant and flow as a human. They write in 15 Different fonts, they're super cool to look at. They vary up the left and right margins, they even do synonym replacement. So two neighbors in a building or block can hold up notes they got from us. And they look totally different. We do totally different graphics. So what happens is, and we even do a QR code sticker directly on the note. So what happens is it's all trackable. So people reflexively, because of COVID menus, they reflexively take up their phones, and they scan the QR code. And they don't even need to reach out to you. And it can go to a landing page of your of your choice. But what happens is, you the client, the real estate agent get pinged automatically when they scan it. And then what we do this is magic, we find all the accurate email addresses and social handles of everyone we send notes to, and then directly inside our app, it's as easy as clicking and you follow up by email, you follow up and connect with them on LinkedIn, and Instagram and everyone where else everyone knows marketing in 2023 is integrated multichannel. So you can't just do stuff in a vacuum. And so I saw our competitors out there, before I started the company, I saw that they were just doing the notes. And you know, they were naming the company is really old school things that had to do with, you know, handwriting and addresses and stuff. And I never saw it that way. I just see this as an outbound marketing platform. That's why we named it audience. And we also have beautiful maps feature where you can go right in, you can put an address in, and then you can do circle prospecting. And so we automatically detect, when you list or sell a home, we trigger an email to you click, and then you can find all the properties right around this home. So right now I just happen to be on the maps feature. And we found 309 properties around this property and Basking Ridge, New Jersey, and it's as easy as clicking twice. And then you trigger just listed just sold mailers in the form of handwritten notes to everybody around the property you just listed or sold. So we're about two and a half times the cost of printed direct mail. But we're about eight times the response just in the first 30 days. And then the half life on the ROI is really long, because people keep a display and what I mean by that is the agent will get we've worked with so many agents now and there's no no wonder that folks like Chris Heller are investors, Tom ferries an investor, we have all these super happy clients, you can go to audience.co Check out all the all the testimonials. But it's really you know, you talked about it earlier, Mike, it's about being consistently useful and adding value and developing expertise, authority and trust. So a lot of the note templates, we will hold template library, because we've sent millions and millions of notes. They're all about building expertise, offering offering analysis about the market. It's not our notes are not sell, sell, sell. It's delayed gratification. We're working with top agents who are not dabbling in real estate. They're not tau dippers, it's not a hobby. We're working with folks for whom real estate is a career. And so it's all about building that incredible foundation using the notes. And then the digital handshake of crossing over into digital. And it works like a charm. I love it. Suppose we talked about direct mail, my blog last week was about direct mail. So let's unpack this really quick. And let me tell you why it works. First off is i No one's in the mailbox anymore. That's why I want to be there. And he's talking about this from a cold lead generation perspective, which is great when I see it as as a warm, nurturing perspective, too. Because anytime you go handwritten, people know you went out of your way to go with it. Even if it's a machine do it. They don't know that but we do know the fake machines with the fake blue ink. And people know that that cats out of the bag now. So it's about it's no differently when you guys are on the show. And I tell you about video. No one listens to the content that comes out of the video, but they remember how you did the video. And this is the same exact concept, right? So you could get all kinds of different notes but only one of them are handwritten. So it's about sticking outbut more. So I like to personalization quite a lot, quite a bit.Makes a lot of sense. Now, people do save direct mail guys, I used to put my cartoon logo on my direct mail and the old people always save that, which is how we used to chase distressed properties. Back in the day, we used to chase development ops, and I put my little cartoon character at the top and everyone knows like, there's some suit different about this thing. I'm like, I know what the fuck it is. It's my cartoons. Everyone else has been professional. I'm sticking out with a cartoon character. And there's got to be that one thing that makes a difference. Sometimes it's the way you do things that people react to them, not what you do. All right? Personalization. This is no different than than being funny on video. Well, you're being authentic on direct mail. It's direct mail super effective. We have a whole suite of it in referral suite for that reason. But let's get into this. I liked the combo, but I want to unpack the direct mail first. So from a lead generation perspective, and when you're sending letters out to cold people you don't know, right? And if direct mail farming still works today, guys, yes, it takes a lot longer to use. But if you were to personalize your direct mail farming, my guess would be that you would increase your ROI quite a bit, because you're gonna get a lot more reaction to it. Is that basically what you're saying? Yeah, the handwritten notes? And how many do I have to send as a next question? Yeah, great question. So let me unpack that. So with respect to farming versus leaving, versus sphere nurture, so we do a lot of both. So agents all the time send over their sphere. And then we create a whole sphere nurture sequence. And we've even taught the handwriting robots, how to create beautiful, original line drawings. And so on the birthday, for example, I'm holding up a card right now a beautiful line drawing, we can create birthday gifts for folks in your sphere, we can create closing gifts, of course that are much more special than sending that candle or that bottle of champagne. Or the gift card. The gift card is the worst closing gift ever give you never give someone a gift that they could spend and forget about you give them a gift that they'll remember and put in their house every time they pass by it, they subliminally think of your name. Don't buy any more gift cards. Yeah, we automatically trigger on Line Draw original line drawings of the house that they just purchased. That's, that goes to them, for example. So we do a lot of sphere nurture. And we do a lot of geographic farming in terms of average notes per month, clients send roughly 300 notes a month, and they hit each household every other month. Now here's the key. Before we trigger a single note on behalf of clients, we laser target the leads. So we have a proprietary targeting database as well with 200 Plus filters. And so clients come in either just stunned because they come in and they just assume that they're all households are created equal, not at all for us, we take out a scalpel and get totally surgical with the lead generation. So they might say, You know what, I like this golf club course, but club that I only want properties on the course itself, owner age 50 plus equity level 30% Plus, want it so the COO was issued at least seven years ago. So we maximize the chances that that thing is going to be listed. And by the way, our platform is all around driving listings, of course, buyers result too. But everyone knows that he or she that lists persists. So this is all about listings. And then so we said it's kind of like three legs of the stool, you've got the targeting database. So we laser target the leads, and then you have the notes. And then you have the digital marketing follow up. And we've added a fourth leg, which is super cool. And so inside of the app that all of our clients get, you've got all that real time QR code alerts are in there. But also we've added something called Marketing growth engine, which is basically my 25 years of digital marketing background, the distilled reduction sauce of that. And what is it, it's a bunch of original content that is written specifically in the age of chat GPT because everybody can create anyone can create AI based content. These days, we've been using AI to create 10s of 1000s of articles across multiple websites for years now for two years, actually. And so we are able to create, let's say your real estate agent in San Diego, we populate your account with incredible articles with original photos and all you do is copy you click on the link we even include SEO attributes such as meta title, meta description, we even include answers on popular question and answer websites like Quora. So someone might be asking, What should I know before moving to San Diego? Well, you need to be the person to answer that. And so all you do is you go into our app, you copyIf you click on a link, it takes you directly to Quora, you click on respond, you paste and you post. It's as easy as that. And so and then we even include training. And this all comes with the product. And so we've got tons of training. For example, we did a whole objection handling masterclass with Chris Heller, who was, as many people know, the former CEO of Keller Williams, he was their number one agent worldwide. And he won the national objection handling contest. Well, nobody's ever captured content with Chris, at this level, there's drips and drabs of, you know, wonderful podcasts with people like you might, but no one's ever broken it down this way. And so we do that we have amazing content with top agents. And then I reveal all my hacks, anything you didn't know about skyrocketing growth on tick tock or SEO or email marketing, or how to drive more reviews, it's all in there. We also have a private Facebook group, and I do multiple webinars. So it's an integrated marketing platform. So let's get into the digital. You guys heard about the product, if you're interested in you can look them up after this. But I'm more interested in seeing how the digital ties in with the direct mail in this pace. And then I got a couple of other questions before that.So why doesthecompare it to, to me I would like to see like seller distress data in here. So we have a mutual friend named Dustin my business partner before we got on the show here. And you know, he's all about distressed data, right? That's what we do we create seller distressed leads to andI know these guys want to hear you said, Why would I send? I would go after like I look at this a seller lead gen 100% direct mail. There's a reason why investors still use direct mail because it works. The reason Realtors don't do is because it's expensive. But the reality is, is that people save these and people do save them in direct mail touch on the first instance is a great touch to break in the door of a distressed seller. Sowhy is that though?Yeah, well, it also depends on the piece like, it's gonna get open, if it has an envelope like ours with real handwriting and a real 62 cent first class postage stamp. So people, homeowners have antenna behind antenna, they pick up on when something feels spammy. And so even if it's a pre canceled stamp, or they can tell the handwriting is not quite right, or the envelopes too big, we've optimized everything, because I come from a world of digital marketing. So everything's an AV test. So we've opted, so if that distressed seller is receiving a bunch of mail, because of course, I mean, that distressed seller is known throughout the during direct mail world, and is going to get tons and tons deluge of mail, the one that's going to stand out is going to be the envelope, and then they're going to open. So that'll make it to the kitchen counter. But when you open it, it's got to be a fixed stock card, it's got to have a graphic on the front that they want to keep. And the mistake that a lot of direct mailers make is they don't make the piece a keepsake. And you have to be very thoughtful about the user experience. And so once that piece makes it from the physical mailbox into their kitchen counter, how do you optimize for the chances that they'll keep a display? Well, the experience has to be fixed doc note and then never put an image of yourself or a logo on the actual comma. What about a business card? A business card feat it can be good but it can feel salesy. Yeah, in our experience AB testing that it actually performs a little bit worse to put a business card for any type of insert. The Insert vibe is that this is mass produced. And so you want to add a logo, nobody wants a logo or a photo of a stranger on their kitchen counter on their home office desk or on their mantel or on their fridge. And so the name of the game is getting them to keep it because that distressed seller otherwise will chuck it in the trash and forget about you. So what we've done is we've created these beautiful graphics, we have these huge, incredible digital presses that print in high definition, these gorgeous graphics. That's what people keep and display and it feels less salesy. The vibe is that they went out and they bought the you know, they went to a little art store and they bought a little card and then went to a Starbucks and ordered a you know, a venti peppermint tea and wrote a bunch of notes. Then what you need to do, the mistake a lot of direct mailers make is they don't create a piece that is easy to display. And so it might just be a single card or whatnot. We do a bifold note and it's exactly the size where it invites you to keep and display it. The thing ends up on thethat you encounter, you end up being top of mind, no matter what. And so we've really that distressed seller and in the name of the game, of course, is working with someone that has a robust real time database of all those distressed sellers, you can target anything you can target pre foreclosures, foreclosures, or rental leads that are ready to cash out fizz bows, whatever you want, and our targeting database allows you to do that. So let me unpack that really quick for you guys. Theyour envelope is just like your subject line on an email is a good analogy. I guess. If you have real estate market update, I'm unsubscribing from your bullshit. If you have, you know, something like, Hey, your house lost value, I'm opening that up, like the subject line on an email is 40% of the battle on an email. So the subject line, the lettering and the envelope of your direct mail is exactly the same equivalent. Because he's right as like, what's happens is you get all the credit, the credit card companies are perfect example of this, I get offers every day, and I never even opened up the envelope I tear them off, because I know it's a credit card offer. So if your envelopes aren't getting open, people can't see the handwriting. But when you make it feel authentic, I'm always like, is this an invite someone getting married is Who's this from like someone saying thank you like, you're gonna get the attention, right. And you got to remember what direct mail guys, you get a 100% receivership rate that's unlike any other channel, you if you post on Facebook, you're only getting about a 15 18% reach organically. When you post out on emails, you only get a 13% open rate or organically traditionally on emails. But when you do direct mail, you get a 100% Unless you have the wrong address, which you'll know because it'll get returned to you. Sothis is your opportunity to get 100% in front of 100% of people you're trying to reach. And that's why you only get one impression like so you got to think of it from you're going on a first date, you're not going to show up in your pajamas, you're going to dress up right. So it's the exact same concept here, you got to get your foot in the door before you can sell your shit. And the first way you do that is subliminally my guess is what's happening here with these people who receive these mailers like, oh shit, this guy actually went went out of their way to do this for me. So let me take this a little bit more seriously, is that accurate? I absolutely. And let me just add to that if I could. So there can't be any bait and switch of any sort along the way it has to be, you have to deliver on the prompt just like a subject line or a thumbnail on a YouTube video, it has to deliver on that promise. So when they open it, you need to deliver something of value. And so you can a lot of our clients, what they do is create a landing page, a YouTube video, it could be often where they will talk about the market, they'll say thank you for scanning my note, my name is such and such. And I live in your neighborhood and I'm third generation Carolina in or whatever. And so it's like really personalizing it, making sure you add value. And then here's a little secret. I'm not actually about the handwritten note on the QR code on the QR code.What is the Have you seen any difference in response rate to the older generation like people 65? Plus, do they get QR codes? Do they understand how to use them and all that? Previous to COVID? No. But because of COVID Everyone got used to QR code and interesting. That'd be my friend. Everyone has everyone. Everyone has a smartphone. I mean, everyone has a smartphone no matter what generation now. And they just everyone knows how to open up a camera. So it works. It works really well. And here's a little secret is the handwritten note is awesome. It works great on its own. It performs that eight times we've done a lot of AV testing the handwritten note and the way we engineer it, in particular performance beat times better than printed direct mail. But to really get maximum ROI, you use the note as a Trojan horse. So now it's all about evoking reciprocity, right? Where if you've read books on persuasion, it's not the need for human to give back if they've received something is actually irrationally high. So by sending that note, you can sit really high in the saddle, as a real estate agent. And this is the secret is you can you've taken that audience and you've warmed it up now, which is a marketer's Holy Grail. And that's why I named the company audience. It's about taking a cold audience and warming up that audience. Once you have a warm audience, then when you send a cold email, for example, and we supply all the email addresses, not only the primary owners, but if there's a secondary owner we find that email address to then you follow up there's a 12% response rate, on average, not not open rate response rate on a cold email because we do a magic subject line which says Did you receiveIf my handwritten No, then we use AI to create a long email, it's personalized. And it even mentions their address in there, it mentions their neighbors addresses in the email. So that gets a crazy high response rate, then we give you the social handles. So you connect by social. So what what our platform does and what a lot of real estate agents tell us is, it opened the door for them to easily and automatically get good, really good at follow up in digital market. And the note with the door opener, in fact, there are agents that tell us that they were they really dislike door knocking a lot of agents just like door knocking. I don't I don'tblame them in the slightest. Once you send the note though, the door knocking is so much easier they answer. And then it's never about selling. It's about hey, I sent I've sent you a couple of handwritten notes, I fear I'm sending them to the wrong address just confirming that you receive them. So that works like a charm. And for so once you send your direct mail, you have a list and now you're targeting the same people on social are you doing this through the cell phone and email address custom audiences uploads, like on Facebook? And what kind of digital activities are we doing here? Yeah, so always be aware of any company that is supplying phone numbers to you at scale, because in this climate of privacy, they should not be doing that. And they could get you in a lot of trouble. If you then load those up into a dialer and go nuts on calling home cold homeowners. And it also depends on your state. Obviously certainly don't don't text a cold homeowner, you can get into big trouble that last year a cash buyer you have to be the principal in the transaction then you could solicit but what he's saying you could get in a lot of trouble realtors that are cold calling or whatnot, cold calling or tax, you cannot interact unless you're a direct principal, you cannot represent anyone unless you're direct principal. But if you're the cash buyer yourself, and you're legit, you could cold call them. But that's a you can't do it regularly. So this is a good way around that. But further to your question, Mike about creating custom audiences in Facebook, for example. So what we do then, is we I do these webinars, and we have this training videos that teach you exactly how to eat all the meat of the marketing bones in a very easy way requires very little effort. So we give you all the emails I was mentioning of the primary and secondary owners, you take those. And for example, we have integrations with folks like follow up boss and others that you can literally export them directly out of our app. And then you can use those to create custom audiences inside of Facebook. And then all of a sudden, we train you on how to even go to sites like upwork.com and hire someone to create your Facebook ads and go to Facebook ad library and kind of take a look at your competitors. Very easy stuff. What's the ad is a video.It's like the retargeting ad like I would I would probably put up picking, like I put my face on it 100% For sure, for sure. So it's an introduction video, and then they're like, it should be the same video that you just did for the landing page off of the QR code off of your notes. So it's all consistent. So now look what's happening, the homeowners that were ice cold before audience, they're getting your notes consistently. And you want to make sure you send a note every two months. And you want to be very, very consistent in that you stop. I mean, we know that out of the 1000 or so households that we're hitting with audience notes that there will be people who list we don't know who's going to list. So therefore you have to stay top of mind consistently. And the worst feeling for an agent is when someone from their database lists with one of their top competitors. I mean, it's the silliest so with audience, you need to be consistent. And that consistency allows you to then follow up, then you take all those email addresses and guess what, import them directly into your newsletter marketing platform. So if you use MailChimp or your brokerage platform or Active Campaign or Constant Contact or whatever, upload them and then there's starting to get your email newsletters, it's all about consistency and familiarity, which breed trust. So it's never about just one thing. It's never about just the note or the email marketing or the Facebook. It's everything we all know it takes multiple multiple touches. Jay, kinder, you know, I was chatting with him. He's incredible. And I asked him, I said, Scott, what do you do so well, Jamie's one of the top agents in the country raising raising coach and everything else. And he said, Well, I like to think of myself as the Incredible Hulk stomping around in a puddle. I said, Okay, great, great image. What does that mean? And he said, people cannot miss me because I'm everywhere. I'm on bus benches. I'm an email. I send your handwritten notes. I do everything and so that's that's kind of the whole point with this integrated marketingplatform here at audience sounding familiar, folks, we chat about this every week on the show you there is no one thing as a one channelperson anymore. You got to be mom omnipresent. You got to be everywhere.And people, it's a busy world. You know, at the end of the day, this is people given to the one that gives you the most and for real estate, over 80% of people will close with the first person they meet with, you increase your chances of that happening, the more they see you, right. And the reason why this, like what he's seen here is like just direct mail farming, it still works today. It's been around since the dinosaurs roamed the earth. But generally, if you're just taking regular postcard campaign, year one, you'd hit one to three listings, your two is three to five, year three is five to seven. That's a traditional farming campaign, but it's if you take a break at all during those 36 months, you just screwed up the whole campaign. Okay? You cannot. It's almost like, like, you can't leave in the middle of a dinner on a first date. That's the same fucking concept, right? You can't just submit Oh, I gotta go art by Alright, sorry, you don't get a second date. There's, there's no difference with this. Like, if you don't plan on being consistent in anything, it's not going to work. And I would even put this more in the marketing versus advertising category. This is all attraction based like something like this, you could see the ROI is going to come but you don't know when it's going to come. Right but when I'm buying Zillow leads realtor.com Either make money or I don't make money in that term, or in that timeframe of that I have that lead account. So this is definitely the long game. You have to be doing it consistently all the time. I love the digital marketing approach on top of this is how we're doing with all of our brands. We create organic content and we overlay that Reatta contact with our ads and then that's what's working the best real it's like we give value in the people who consume our content. Another way to look at content marketing I like to explain it as the Think of the play action in football for all you dudes out there. We're watch the Super Bowl this weekend right? You hand off you hand off you hand off only to set up to pass right otherwise the play action is not even a thing is it well it's so differently in here you add value you got direct mail every two months direct mail direct mail oh there isn't social. Oh, he's gonna email Oh shit. Fuck this motherfuckers everywhere. Where the flux is guy coming from he must be the best. That's positioning and authority with content that's how powerful that can be. And even if you do this, and you've never sold a house before the people on the receiving end of this content think you're fucking Rockstar.Yeah, that's the difference is like with brand authority, personalization content putting yourself out there. I can make you think I'm a chef. If I want seven days seven videos, watch them You think I'm a chef. That's how powerful branding and positioning can be guys. I love the omnipresent makes sense. makes common sense to me and unfortunately, we've lost a lot of that in the real estate industry.Dude, this is relationship building 101 Is this I'm looking at this as the dating process. I think people understand this when when I walked through the analogy is that note is my like, that's my swipe right?If that's even how that works, right? Oh, fuck. Who is this person? Yeah. Oh, then the emails are my, my my Tapper. Like, I don't know, I don't know how the DD analogies work or the platforms but it's like that's the same concept guys. The problem everybody has is that we're like hey, do you want to go buy and sell your house that's usually how an agent circle prospects they go hey, I'm a real estate agent with a big block Realty and what we're gonna be doing or sorry Hey, I'm a real estate big block Realty and I really like your house. I have a buyer. No you don't you're lying out of your ass who may be interested in buying your house. That should is tired guys. It's so old school.I don't know why the Guru's still teach it but I'm pretty sure it's it's all they know. Things have changed. And you do have to earn business today. And people have options. Fortunately, most of them think real estate's a commodity business. And for the most part, it is the one who stands out as the one who wins in whichever way that is direct mail video.However, maybe, but whatever it is, you gotta be consistent. Otherwise, it doesn't work. Yeah, and it works especially well in this market. So people ask us, Well, you know, how is the current climate of rising interest rates andslowing real estate market and in many areas, how's that affected us? And we say well actually have the opposite effect, because it's gotten rid of a lot of the riffraff so there's a lot of the agents that were just dabbling, or just toe dippers. They've pulled back on their marketingagents, we work with that plot a plot 180 degree role when everyone else is pulling back, like you know, eight 910. They just stomp on the accelerator harder. You take market share, in a reckless way. They invest on they don't they're careful about expenses, but audience is not an expense. It's an investment. And so it's about digging your well before you're thirsty. And then what happens just like an O H just look at these market cycles.is once you the ones that invested and applied the 180 degree rule, they come out way stronger than it already. I just did this earlier today on a training, it happened twice in the last two years. It happened right after COVID Most of the agents went MIA. And that's why so many social media celebrities were born. they've doubled down on marketing. I called it at the time, I said, Look, whoever's gonna be super loud here is gonna fucking be a millionaire. It happened. And then it happened again, when the rates change. Last April, everyone went, everyone stopped. Like I tell you guys, I just said, I just had this like I have, we lost half of our video clients. And both of those situations. And the ones that we kept fucking dominated. The ones that dropped honestly, like, a lot of them are still struggling. We had a transaction coordinator, tied to one of my trainings today. I've known her for a couple years, but um, I bring her on and I asked her a question. She goes, Hey, Mike, oh, my God. She's associate he's a transaction coordinator. So she gets business from real estate agents. And she had some life situations happen husband, and she like that. She went quiet for three months. All right, no one's seen her for three months, and all sudden, she just started creating again. And when she wouldn't cry it she gets up today. And she goes, Hey, Mike. Yeah, business just got crushed in the last three months. But it wasn't until I started getting back doing videos consistently doing this again. And now I just picked up six more agents. When you're out of sight out of mind, you cannot afford to not you cannot afford to run a business and be out of sight. And in this recessionary environment, we'll see what happens if it comes back or not. This is where you got to take market share, man. Yes, it sucks. It's scary. But dude, he just told you the exact same thing I've been telling you for last eight months on this show. And we've never even met before. And I'm telling you case, study after case study after case study after case study after case study. When shit goes bad, you double down? Not disappear. Yeah, yeah, we think exactly the same. And, yeah, I mean, there's, here's what happens when you pause, like you mentioned with that with that woman, when you pause your marketing, and you just decide, okay, I'm gonna see what happens. Let's see where the chips fall based on all this marketing I've done today, you actually send the opposite signal. So you send a signal that either you're not interested to sellers, for example, you send a signal that you're not interested in their neighborhood, you're not interested in their business, or worse that you've gotten out of the business altogether. Like you say, you're out of sight out of mind, you're now a tree falling in the forest that no one ever hears. And in fact, it's even worse, because guess what happens? You've pumped up the bicycle tire, so another agent can take a ride. So now another agent can come in there with similar marketing and people get homeowners get confused. Was it that agent? Was it the other agent? I don't know? And then on to say, was it the guy wearing the tie? Or was it the guy wearing the tie? I don't know which one it was, I gotta go with the guy wearing the tie. Air. Here's how a lot of you are going to be like, hey, what if I'm being annoying? I don't want I don't want to annoy people listen to if you believe you're the right person for the job, it becomes your obligation to let the world know for it anything less. You're a shady dude.If you're not the right person for the job, and you're in the wrong fucking business, go get a new job. Like that's what it comes down to. So when people tell us that same thing, like with video, I'm being annoying. No, what's annoying is when those people start cheating on you with another real estate agent. And it's not their fault that they forgot you're in real estate. It's your fault. You didn't remind them. And it's a big difference, like consistency. And marketing is the only thing that works. It always works over time. Yeah, you can make tweaks and all that. But look at the concept that he's talking about. Look at the concept. I talked about every frickin week on the show. And it's the same thing guys. Like, don't overthink, this isn't rocket science. People give in to the one they see the most whether that's direct mail, video, email, whatever it is the person who's all out there billboards and all that. There's a reason why those people are always the top agents in those markets like you don't, they don't it's not an accident. You're like, oh, is video gonna work for me? Well, have you ever seen an hour work for anyone? I don't know anyone who had video that consistently that isn't like successful. I don't know anyone's doing direct mail consistently that isn't successful. I don't know anyone that's working out consistently that isn't in shape.Like, dude, don't overthink this stuff. Guys. You're running a damn business. You're not a salesperson chasing a check. Your broker ain't gonna make you money, you're gonna make money. Your broker is just going to collect extra money that you make on them. Worst thing you could do firms make more money.No one's gonna save you in this business. You have to save yourself and your face, whether you like it or not. You're that's the brand, your body, your shirt, whatever the hell it is. And if that's not front center, and being the center of all conversation, you're missing the point.That's a great point. A quick anecdote related to what you just said. So there's an agent named David citizens here in Miami in South Florida. He's one of the top agents nationwide. You can look him up. I think he's ranked number 96. Now nationwide, he did $600 million in volume last year. He would be forgiven for notdoor knocking and for not you hustling to an extreme. Well, a couple days ago, I was on the phone with him. And I've heard him outside. He's a very, very happy audience Klein. In fact, he's even an audience investor. And I said, Dude, what are you doing? Are you going for a walk? And he said, No, I'm actually going door to door and hand delivering brownies with a beautiful ribbon, and my wife tied on it with the Davidsons logo on it. I said the only two people that you know, he goes, No, no cold homeowners. So here's a guy, you can calculate his GCI and get a sense for how much money he made last year talk about somebody not resting on his laurels. So exactly what Mike said about consistent, persistent, that wins the day. Yep. Just podcast, you guys. We got 1.5 million downloads. I never advertised it. I never marketed it. You guys come here. We're doing 30 35,000 downloads a month. Thank you guys, please keep sharing it out. But it's because I was consistent. Right? So we're practicing what we preach here, you guys, you have to just focus on one thing, and no, it's not going to happen overnight.No, you're not going to get rich in six months. But what you will do is you start to build a stream of consistency. And when the consistency occurs, the peaks and valleys goes away. And all of a sudden, this stressful business that you once dreamed of becomes fun again, don't overthink it, I just want you to give him some closing thoughts on where they can find you. And we'll get this wrap.Yeah,I mean, just one thing that I'd like to leave on is this sort of zooming out a little bit, and to make sure that you never, ever build your business on rented land. And let me at this is echoing a lot of what Mike talks about in his podcast. But a lot of agents will just develop out the page on their brokers website without creating their own website with original content, much less a podcast like Mike has done, you want to make sure that you are building a business that is completely independent of your brokerage. And by the way, your brokers love this because Keller, whomever, they love ambitious agents who are creating hundreds of articles, and podcasting, and you know, just all over the place speaking at events, and networking, and so forth. But also, this allows you to have a lot more autonomy and freedom, longer term. And if you are making this career, make sure you don't build your business on rented land. Same thing in digital marketing, right? digital marketers know that you cannot build your business around the big Amazon, Apple, Google and Facebook, use those platforms, absolutely play to their strengths. But build your own website, build your own content, testimonials, build all your wonderful reviews across Google My Business, learn digital marketing, develop a toolkit, you know, all the misfires I've ever had in my career, because I didn't have the right skills and tools to go out. And that's why inside of audience, you get a ton of training. So in terms of like where you can go to learn more, and it's a low pressure sale, you go to audience dot CEO, you book a demo. And the way that we approach things is we present our solution, we deliver a bunch of value, we get you some ebooks that you can take as a gameplan for doing the notes on your own if you need to, or doing digital marketing on your own. And if there's a fit, we move forward. We don't even do contracts because it works so well. And yeah, audience.co Well, man, appreciate it cool product. And thank you folks for listening to another one of our episodes. Remember what he said, you can't ever rely on a business or a cat. Don't ever put 100% of your business on a lead source you don't control. I've seen countless teams get their ass kicked. Once the market shifts, it just happened again. But whether you're relying on Zillow realtor.com, you'd be surprised at how many of these top performing teams don't really have a profit margin. They're losing or breaking even every single month. And it's not because it's just ego guys like so. If you don't have something you control, you're always at the risk of the next shift. Because what'll happen is that the second that lead source changes, so do the interactions with it. So when the market changed, Zillow leads weren't performing what they were before. Therefore, you can never rely on them. When you create your own brand, you can always rely on it because it's your system. So hope you got a lot out of today. Feel free to go ahead and visit our site, visit my software referral suite, you want to stay in front of your database you like what you see here. Well, we'll make content creation very easily through video, email, direct mail, and social media. And if you need the video editing and all that distribution on top of that, we could do that too. So appreciateYou guys have a great, great weekend and stay tuned next week peaceThank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

In today's market, we should all seek to be investor friendly, especially as agents. We are looking at how investing is a great way to accumulate tax free real estate.Mat has been at the forefront of the Self-Directed IRA industry since 2006. He’s CEO of Directed IRA, a partner at KKOS Lawyers, a national speaker, a top-ranked podcast host, a best-selling author, and a self-directed retirement investor. Mat is a VIP Contributor at Entrepreneur and is an expert author at Cryptopedia.Three Things You’ll Learn in This EpisodeThe benefits of real estate investing.What is the best way to make your money earn money?How to avoid taxes on real estate investing.ResourceCheck Out Mat's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, market shifted, folks, we're gonna talk about something not so much on marketing today. I mean, I guess it can be, but more so on skill sets, something very important, I believe is gonna be coming up into the market. And although interest rates went down to 5%, I still don't think we're at the end of this thing. Yeah, do you guys, I'm almost positive, I could tell you that, but I can't predict the future. I've seen a couple shifts in my age. But what one of the skills I'm getting out is, whatever you're gonna decide to do, you need to become investor friendly. If the only types of transactions you guys are creating are just residential buy, sell and moves, you're gonna be missing a major opportunity in the upcoming market. Because the reality is, is that the real estate industry has a large shortage of investor friendly agents. Most agents aren't even know what the fuck we're talking about right here when we start talking about this. And if I didn't personally know someone who taught me all this stuff, like five or six years ago, I would be completely lost. But how cool would it be? If you were able to teach your clients, all people, anyone you knew how to buy tax free real estate, and not pay any taxes on it at all? Because that's basically what self directed IRA investing is. I'm gonna tee up and I don't know what Matt here is gonna talk about. We just met like, what how long goes like two minutes ago? Yeah, I'm great, though. I'm gonna dumb this down for everybody. Okay, and just break this down in human language. So I know Matt's an attorney and get into these big terms and stuff. So I'm gonna put them in real estate terms. We call them layman's. Alright, so all this says you can build you can install certain amount of money into a Roth. And after that Roth is season season, he'll define what season means you can literally treat it like a bank account that doesn't get taxed. Is that a fair statement? Yeah, the number one way to make money in the US tax free and not go to prison. The number one thing people are gonna be looking for is an agent that understands this type of skill set one of them all the investors skill sets. And even the rookie investors, this is how you pull them in once you know more than what they do. Great. That's the whole point of having a fucking license to begin with, and having a job you guys. So without further ado, we're gonna go ahead and introduce our guests as an expert here at the top book on self directed investing and IRAs. And you want to take notes on this episode, because you don't get hired for what the hell you do you get hired for how you do it. Matt, why don't you go ahead and introduce yourself to the listeners here who may not know you yet? Why don't you say hello and tell them a little bit about what you do. And I got a bunch of questions for you. Yeah, love it. Thanks for having me. I love this topic. I'm Matt Sorenson. I'm an attorney wrote the number one book the self directed IRA handbook. In the field, I self direct my own retirement account, my IRA and 401 K's into real estate. I've been doing this since 2006, for clients, and I'll give you an example of my first client I did this with that was the whole reason I got into this space and specialized in it. But I have a Ira company where a trust company called directed IRA, we have over a billion assets primarily invested in real estate. So you know, every day we're opening 3040 new accounts, the majority of which are buying real estate, there's $30 trillion in the US in retirement accounts. $30 trillion. So for anyone listening, like, I don't care if you have zero money in retirement accounts, and you're like, This isn't for me, I don't have $1 in an IRA or 401k. Yeah, but everyone else does your potential clients do other people that can fund deals for you do? And then for those either in the real estate space, wouldn't it be nice if you could invest tax deferred, or tax free dollars like IRA and 401, K's into something you actually know, like real estate instead of buying a stock bond or mutual fund. So it's a huge topic, huge topic. It's where all the money's at so. So everybody's got to know this.Exactly right, dude. So here's what I want to start with. Because I'm gonna I'm gonna ask you questions based upon what I'm pretty positive. A lot of the agents don't know, just so they understand how this process works. Alright, so forgive me if I asked you. So first first question I have on this isyou just sort of said it. Why is it important for real estate agents and lenders to know about what a self directed IRA is? Why the hell do I need to know that? Yeah, well, if you have your own retirement account, wouldn't it be nice to invest it in what you know? I mean, if you're in the real estate space, you have a competitive advantage to see deals and opportunities. You know, I used to teach classes to the Realtors Association all the time. I'd ask people howMany of you have an IRA or 401k, like two thirds of the room, raise your raise, how many of your IRA or 401, k's are invested in, in mutual funds, as you know that same groups hands still up? How many of you know a good mutual fund that you're excited to buy and you think is going to make you money? Everyone puts their hand down? Like how many of you know a real estate deal? You think you can make money on? The frickin whole classroom goes up, let alone people don't even have an IRA or 401 K, I'm like, why are you not investing in what you know? Like, you're like LeBron James, playing ping pong go dominate what you're good at, like, you're gonna get better return. So if you're in the real estate space, this is you actually have a huge advantage over everyone else to make money in these specialty accounts. And when we say there's a self directed IRA, and there's an IRA, and correct me if I'm wrong, but an IRA is like when you get a financial planner, like, Hey, do give me like, 10% of your money, and I need to go invest it. And then these guys go out there, and then they put it in some kind of computer algorithm or whatnot, and they're trading all these stocks, you get statements for it, no one knows what the fuck they may or say, or when your expenses were made. You don't know it. But you know, I've a lot of financial planner, friends, but self is like you control your own investments. That's the difference, right? You could invest into like a financial planner and have like a, what's it called, like, creating a mutual account? I guess, is that the word?But or you could control your own destiny by investing that self RA into hard assets? You can buy gold with them, can you silver, you could you can lend that money as a lending source. So I could lend someone 10 grand and charge them 12 and get back to 20% interest. You know, you could do whatever you want you direct the investments. Right? Yeah, I think the easiest way is self directed IRA is basically an IRA that can invest in any asset allowed by law. So like, there's 30 companies that do what we do. We're the best directed IRA, you don't need to know anyone else. And look us up, you know, check our reviews versus our competitors and our fees and everything. I don't think anybody's even close to us. But if you let's say you have an IRA at Fidelity or TD Ameritrade and you call it fidelity or TD Ameritrade you say, hey, I want to buy real estate with my IRA. They're gonna be like, you can't do it. And it's not because IRAs can't do it. It's because fidelity IRAs and TD Ameritrade, IRAs can't do it like their broker dealers, they let you buy what they sell, they don't sell real estate, they're gonna let make you click a button to buy something they sell, which is stocks, bonds and mutual funds. So you have to just move that account. So if you're at fidelity, and you have a Roth IRA, they're buying stocks or mutual funds, and you got 100 grandson over there, and you're like, Oh, I'd rather put this 100 grand on a real estate deal. I want to be a private money lender to somebody doing a flip whatever the case may be. We just transfer that 100 grand from Fidelity over to your Roth IRA directed, which is self directed and will let you do real estate. I mean, other stuff. You mentioned precious metals, like gold and silver. Clients about crypto, I have clients on a Mexican soccer team with their IRA, racehorse sauce, avocado farms, like weird stuff. But these are people that are into that they know that space and they invest in what they know. That's a good point is like, I don't know anything about the stock market like nothing, zilch, zero, like I just don't, I wouldn't invest in it because of that, because I don't like not being in control.Okay, but getting started off isn't like when you're just starting. So let's just say I'm a real estate agent or lender, I'm somewhere around the home in Ohio.How does it how do I start, you could have an IRA and I could actually convert it into a self? And then once I have the self, like how much money can I contribute? If I don't have an IRA already, so you could you could convert an existing IRA, or you have to start from scratch if you don't have one yet walk me through that process. Okay, 80% of people who self direct and are going to do real estate with an IRA or 401 K, already have retirement account money, they got an old employer 401k, they've had for 10 or 20 years, and they're rolling that over, or they already got an IRA at TD Ameritrade or fidelity. And so for those ones, it's the easiest, because let's just take the money you have or the piece of it, you want to self direct, and you just do what's called a transfer a trustee to trustee transfer, you set up a self directed IRA with the self directed IRA custodian for my company's case, directed IRA, and then we go request that money from TD Ameritrade or fidelity. Now if you're zero, though, and you're like, I haven't seen anything, and this is common for real estate agents, yeah, you know, a lot. I've never had a yeah, get a 401 K, you know, I don't have the 401k that coming out of their paycheck. For any real estate agents, the best option is what's called a solo 401 K. This is basically a 401k, you get a set up for yourself. And it's actually an awesome plan because you can put $66,000 A year into this thing. It could be Roth or traditional or you could mix it up between Roth and traditionalsolar, okay. It's not to interrupt you, but say that the dollar amount I can invest because you can pick how much money you want to invest in IRA. There's rules put in each year. It right from one end, unless it's income from the investment, right. Exactly. Yeah. So like income from the investment is unlimited. Like you could be Peter Thiel, who has a $6 billion Roth IRA. You know, my largest client has a 300 million Roth IRAA. And you know, there's no cap on how much you can make in these accounts. But there is a cap on how much you get to put in each year, that's kind of your investment capital, you can only put in so much every year. And in the IRA space at 6500 bucks, this is the new number for 2023. It used to be 6000 for many years, but starting now in 2023, you can put 6500 bucks in an IRA. Well, if I'm a real estate agent, I mean, I got some you can do a 6500 bucks, I'll give you some examples of clients that have hit homeruns with that. But if you're like, Well, I want to buy a rental property or I want to do something else, well do the solo 401 K, because you can put $66,000 a year in this. It's basically a 401k plan for someone self employed with no other employees. And so that's a very popular option, then new real estate clients is that a consumer option, probably about 12 years ago is when it came around. Yeah, sometimes called an individual K or individual, individual 401k. And that's 60. You guys, you guys, this is tax, this is you write this off to Yeah, if you want to do traditional. So remember, like in the retirement space, you got traditional dollars, where I'm getting a write off today, if I put 66 grand in it, I get a $66,000 tax deduction on my tax return. If I max it out. Now, the rules on how you contribute, you'd have to have made about 180 grand approximately, to max out and do 66 grand, but as long as you did, that's a 66,000 Our tax section, or you could be like, I don't care about tax deductions. Now. I'd rather have a Roth account, where I put that 66 grand in no tax deduction, but this thing grows and comes out tax free in retirement. Because remember, when you do a traditional IRA or 401 K, you get a tax deduction when you put the money in which you love. Now, later in retirement, when you start drawing on it, you're paying taxes on the way out, you got to pick which one you want. And there's debates on which one's better. And I would, I would guess, the majority of realtors are gonna go to solo route just because it most people don't, they don't already have an established investment most times set up. But I speak into real estate professionals, nine times out of 10 That's what you should be doing. I just focused on the solo form. Okay, I got a whole chapter in my book. We have webinars and podcasts on our website, just specific to the soul. Okay.I like the idea of just because, you know, the here's how I see that I see this as a marketing thing I see is from an agent's perspective, that is, I see it as a positioning thing, and all of that because I know you guys are probably talking to the number one guy right here that knows about what's coming up in the real estate market because he's got the smartest money in the fucking world. And he's investing with it. So all his clients, I'm sure informing you, you're probably a real estate geek to my guess.What's what's what's gonna, the reason why I see this as tell me if you think I'm right or wrong. But the reason I see this for you guys of making this such a advantage is because people are going to be looking to invest when the market shifts, and they already are starting to just people are too scared to buy in the beginning of a shift. That's like the dumbest investing move ever. You wait till we hit bottom of that shift, and then people gonna start buying. But if you get out of that ahead right now, you know, agents and lenders always have homebuyer seminars, I'd have home investor seminars, like most of the investors don't know how this is the day you show me how to make money and save money and screw over the government is the day you have my business. Yeah, right. Because that's a win win. Really, right? Yeah, IRS gets nothing. We get to keep it all. So, you know, I thinkthis like, this is a tool, right? These retirement accounts, which think of it in many different ways on how you can access it. One is, if you're doing deals yourself, and I have lots of real estate clients that are they're in the business of real estate every year, whether they're a broker or a developer, contractor, whatever. Like they see stuff like they're just out there to see things. But the retirement accounts like this tool, and sometimes your mentality can be I'm use other people's retirement accounts to fund my deals. I had I did a podcast, or sorry, a webinar about a month ago with one of my clients. He did 250 flips here in Phoenix. 60% of his money came from IRAs and 401 K's like the majority of the funding on his flips, which was this is purchase money and rehab was from retirement accounts. And that's just because he knows the strategy. I had another client a real estate fundthat never raised from retirement accounts. Well, we did a webinar to their investor group. And we basically taught them how you can use your retirement account to invest into their next real estate fund. We opened over 300 accounts in two months for those people investing into that font there. Like we didn't even have to go to new people. We just talked to the existing people we already knew. And if you're a real estate professional, how many clients do you already have that you've done so far? That never knew they could buy real estate with an IRA or 401k They've already used you for business before just talk to them you don't need a new client. Just think of how they can use this money to buy real estate which is what most people love and trust over mutual funds in the stock market. Sois it safe opportunity in this? Is it safe to say like, Look,you create a buyer's list guys no differently thanA wholesaler would or an investor would. And that buyers list is, you know, the what's great about these markets that are coming, everyone's so scared.This is when you take advantage, this is when things shift. This is when you get positioning, market share, and all the above because in a shift like this, the best client is the one who doesn't give a shit about the GFCI outlets are the light bulb not working, or the toilet fucking ring, whatever. It's annoying if you want to deal with $15 GFCI outlets and go ahead. But the difference is, is that the investor will buy multiple properties per year, whereas the client you sold the house to you're gonna have to wait another six to nine years until they frickin need to sell that. So you're looking at leverage if you're looking at smart business, you guys at the end of the day, plus there's no emotion involved. I would assume that most people that have a Roth IRA just jump on a deal with one pops up. Yeah, yeah, they jump on a deal. And some people like investing in different things. You know, like, like me, I buy more long term buy and hold stuff. Rental and I do some private money lending. I'll tell you one client I had this was what made me decide to specialize in this field period, I was helping some clients buy real estate. But I had a client that had a Roth IRA with about 10,000 bucks in it, he was a real estate developer. And there was a piece of land, he wanted to get an option on. And he knew that this land, what was going to happen was the state and the city were going to put a freeway exit in, they already planned it in the next three years. And so he knew that this property is going to go from agricultural to like freeway commercial. What he did is he went to the landowner that had land right next to it, there was how to for agricultural use, he put an option on the property from his Roth IRA. So what is his Roth IRA did is he opened up the Roth IRA, he transferred money from wherever the brokerage Roth account IRA, he had before moved into his self directed Roth IRA, and then his Roth IRA paid 5000 bucks for the rights to purchase this property in a five year window. Now, at the time, the agricultural property is worth like 350. So my client offered the guy 450 grand, he said, Now you gotta give me five years to buy it. And if I don't, you keep my 5000 bucks. But if I do, I get to buy at the 450 price. Well, freeway exit comes in this property is now worth over over one and a half million dollars. And he sells the option for over a million dollar profit. Now this was this client, I just remember this like, vividly because he, I saw it through to the close a few years later, and this million bucks going back to his Roth IRA off a $5,000 investment. Nuts, he was pissed off, this client was pissed off, because he's like, You know what, I had the big law firm, the Big Four CPA firm, the financial advisor, they all knew I frickin know how to make money in real estate, they see my tax returns, they talk to me, that's where all my money comes from. And no one told me I could use a Roth IRA and pay zero tax on it. Like, he's like, this is an amazing tool. And he's got a 10 million plus account now with us. But like, that's a good example of, you know, just someone who's, you know, if your audience here's like real estate people in the real estate space every day, just using this tool to keep more of what he made, because like, you know, my client would have paid a lot of taxes on now he, you know, the IRS and the state would have got a pretty hefty check for the profits on that. You gotta keep it all. That's awesome. Okay, so let's keep moving on to this piece. Yeah. Sotell me about when when can I withdraw? Is there still seasoning rule on this? Are you can you invest? When can you actually withdrawmoney out of these accounts. So the general rule of thumb is, these are, this is long term wealth building. So until you hit 59 and a half, you're not pulling money out. So if you're a real estate, I'm not saying and you're 40 years old, I'm not saying do everything in this account. But for your long term wealth building in the most tax efficient way, be buying real estate with your retirement account, still be doing stuff personally. But there is a long term wealth aspect to it, you got to think about now on the other hand, you know, as I gave the example of my client that flipped 250 Plus houses, you know, he was doing that personally, like, this is just his S corporation, buying and flipping houses, that other people's IRAs were funding the deal. So to him, this topic is super powerful, not for his own account, but just so we can make money today, he's just using other people's money that happens to be in retirement accounts. Because those people you know, if you think about like the people, you know, that are going to cut a deal to invest 100,000 Plus, it's most likely it's not in a savings account or investment account, they're more likely to have this in an old IRA or 401 K account sitting around that they're bored with that they're dying to invest in something that could give them a 10% return, you know, like as a hard money lender, so.So I every is a little different on how they approach it. But this is long term wealth that we're talking about using your own account.So you might totally make fun of me for this. But the only reason I know about Ross is because I had one I had it seasoned and I almost went bankrupt. And I had to cash it out. Like I just fell on my face. I went from, you know, hero to zero in a 18 month timeframe. Just likeGot six, seven years ago. So the reason I just look back at it was season nearly had like 20 $25,000 in there. So I'm I did a couple investments out of it, and that worked out well. Butyour parents could open up a Roth for them, you could help them invest. But just know that if you open up your own Roth, you can't touch that money until you're 59 and a half, right? Yep. Yeah, you can keep investing out of it free and treat it like a person. It's like a little like your little bank, when you you could only put so much in there. But once you have enough in there, I mean, dude, you could really, you could really build some wealth on it. It's like, it's crazy. Yeah, I mean, the nice thing is, it doesn't hit your 1040. Like, it's not showing up on your personal tax return, even if you're selling properties and getting gain or rental income, right. It's all just growing outside of anything you're sending to the IRS or your state. So, so it is different. The other thing people got to know though there are some called prohibited transactions. So like if you're buying real estate with your own retirement account, you're not staying at that property like this is not for personal use or benefit. This is held for investment purposes. Couple also can't like work on it. If it's a flipper or rehab type project, you can't go do the work on it, you got to hire third parties, and the retirement account pays it. They pay them. And they obviously you're getting the money on the income from whether it's rent or on the sell the property. Yeah, I remember taking me a little bit of time to understand it. But ultimately, like the way this helps you guys understand it is like you invest into this different business, that different business investing on your behalf at your direction. And you're just rolls around, you only put in so much. I did not know about the solo one. Yeah, I always. I didn't know about that at all. Like that's a huge deal, because I always thought it was six 6000 a year. And it was hard to build that kitty up to make some, you know, valuable investments. Yeah, yeah, it took me three years, like, you know, I knew everything about self directing, even before I started dumping money into my own retirement accounts. But it took me three years using a 401k strategy, because you can do more, you know, and I also self direct my Roth, but that, you know, sometimes it might take you five years to do a deal. Now, again, I have a client like the one I told you that can see a deal, like an option or a wholesale deal they can do for 5000 bucks. Yeah, like, that's not me, like I'm running two businesses and have 120 employees. I can't like, I don't have enough time to go in real estate. But if you're in the real estate space, and I have lots of clients, I was five or six grand you can wholesale a deal. Do you have a?Do you have a buyer's listthat I can shop on for you?Because that's really, really interesting.Other so we have Roth IRA, the solo, one Ra, and then which can be Roth or traditional? You can either one in there, and the solo. The solo the Solo is the 401k. Yeah, it's called a solo 401k. Just solo Okay, for sure. So what would be if you let's close with this? If you are, what's your advice, like to an agent right now? How do you position it? Why did they do it? Just give me afinal tip on it. I think for an agent, this is like the perfect person for a self directed IRA or solo 401k. And why you you should know this. One is you're going to need to save for retirement yourself. Like most agents do not have a 401k at a company like you need a retirement account in a long term plan. Well, this is the best thing out there because you can invest in real estate, the stuff that you know, but also this makes you a supervaluable person, because this is an information and a skill and something you bring to the table that your clients want. You know, and I have, you know, I've done a lot of seminars at different real estate brokerages over the years. Everybody's like blown away. And how did I not know this? Like, it's crazy. I'm in the real estate space. A lot of people just don't even know you could do this. Well, once you learn it, and it's not rocket science, I tell people, it's like playing a board game. He's got to play it a few times with someone who knows what they're doing, or read the rulebook, which I would say is my book. But once you've done it a couple of times, it's the same thing over and over, it does take a little bit to learn. But now you have an advantage over those clients that are that are looking to use you where you can have a lot of knowledge and, and stuff that bring to the table then, and money that they can do deals with. You know, like the baby boomers are the classic ones right now that have large retirement accounts, they've moved around jobs, they can roll it over.They are a perfect client that needs to know this information about how to buy real estate and they want to they just been through this roller coaster on the stock market, right? We're seeing deals that can happen in real estate. So I think it's a powerful concept for building wealth yourself because you have a competitive advantage to find deals that like I don't or other people don't. And also it's a skill set that you can bring to your customer base that can just make you more money today from commissions. We're actually just started this process in the office where with where agents have an opportunity to invest into a Roth as part of their Commission's grow, and we're just building a portfolio soA lot of real estate agents are looking for ancillary income and looking for streams of income. So over in our office we have coming out soon as you can direct your own investments. And how it works is just you'd pick up much of your commission you want to put into it, everything is set up through a Roth, or through a custodian and all the above and, and it's beautiful, and we like it as a recruiting tool, but also is like to help the agents because not very few agents actually invest themselves.Which is crazy, you got you shouldn't do what you you know, eat what you preach.So like, but knowing this stuff is how you get there you guys, at the end of the day, I can't tell you how many good deals I've seen over my lifetime in real estate. And there's always like, Oh, I can't get that one now, because I gotta pass up on it being an agent you come across, at worst, maybe two or three home runs a year. That's all you need, dude, like you left for five years in a row. You're good, right? Yeah. So I tell my clients, probably with the Roth accounts is like those homeruns. You see, like the real estate developer I gave, he knew that was a little bit amount of money he did put down to get the option, little risk, but it could have a huge reward that he didn't want to pay tax on, he did it in a Roth account. So like, those are the ones it's like, I'm gonna grab that one and do it in my Roth. And it does just take a couple of those a year. So but I'll say this, you know, for my clients that but 10 million plus accounts, here's a little more pay more attention to what they're doing. First of all, most of them are in real estate, but they're all doing different strategies. It's, there's not one person to the same. They're all in different markets, some people are doing lending, some people are doing apartment buildings, some people are just doing a lot of little deals that add up butbut they just got good at doing what they know. You know, and they focused in on that. And they're using a tool that they can build tax free wealth with where they don't have to cut the IRS a check, you know, the, the dirty silent partner that doesn't do anything, but you know, once a third of whatever you take, take take take. I get it. Awesome, dude. Very cool. Any final things you want to say? Or you want to you have a you have a we got a gift or some you gotta like a little? Yeah, you're giving us that book for free guide? Yeah.This is only 20 bucks, you know, but you can get on my website with the Matt sorenson.com and at SRN sen.com. But if you go to directed ira.com.And click on real estate, we have our real estate quickstart guide, it's right on the homepage that you can download. That's really like a six pager that explains how it works. I have a lot ofmy clients that use this real estate professionals that use it to give to their customers. Did you know about this, it's just a good overview of how it works and what's possible to get into this 30 trillion in US retirement accounts that can all be invested in real estate. I would there's a big opera a lot of these people are like looking to do other things right now guys, big up. And like this is just an email. And it's a case study how this how this single mom just generated a $250,000 tax free investment all because she had a 401 IRA. Here's how you do it that she is going to take off like it just does. It's really good. I like it. All right, dudes. Appreciate you guys listen another episode of the real estate marketing dude, you guys know where to find us? Go ahead and subscribe to our channels and us on Facebook IG and more importantly, don't forget to sign up for the content creator challenge we're going to show you over a two week time period how to script and distribute videos as well as create a ton of social media video email content, basically everything you need to stay in front of people, because 80% of them will use the first person they think of when they think of real estate this year. Is that going to be you? Well, you got to start creating content to lessen those chances. I'll see you guys next week. appreciate you listening in and see you then peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Three Things You’ll Learn in This EpisodeWhat is the biggest difference between long form and short form content?What are the advantages and disadvantages of each?Which one is best for you?ResourceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome to their episode of the real estate marketing dude, podcast. What we're gonna be chatting about today, folks, is something going on in the marketing industry. And one of the most common questions that we're getting right now is, Hey, what is the difference between Long and short form content? What is right for me should I do short form should do long form, which one gets the better results, and all of the buzz and all the above, and I'm going to share with you everything that we see between the both. We do a lot of these videos each month, and not just for me, for clients throughout the country. So we get a lot of really good insight, a lot of data. And I want to share with you on that, especially if you're thinking about implementing video this year. So first, if you're thinking about implementing video this year, don't do it alone, do it with the real estate marketing dude, because not only will we train you how to get going with script and distribute your content each month. But secondly, I don't have a second lien. So let's keep going. Alright, so what I'm going to do is I want to start off with this. There's a major difference between short and long form content. And the reality is, is the right strategy for you is going to be based upon what are you doing video for? Now, I'm going to walk through the difference because you shouldn't you always reverse engineer your strategy. The most important thing about getting on video is which is right for your personality, which is right for your brand. Can you speak for five minutes on camera, if not, you almost always know your short form scripter. However, if you're more of a storyteller, and long winded and you might want to go too long form, ultimately, distribution and results is the difference between two. So when we create long form videos, we create and we multipurpose we create and we multipurpose. We regardless of the type of video we're doing, we fully distributed them the same way each and every time. So for example, let's just say I'm doing a six minute video on living in San Diego, I'm still going to take that video and send it to my database via video email, I'm going to put that video on YouTube, I'm going to create a blog post on that video, then I'm going to put that video up on my site, I'm going to video email that video to my entire database. And there's just more distribution tactics. However, when I'm doing short form video, I'm not video emailing a short form video to my database. I'm not putting that on my YouTube channel with the exception of shorts. I'm not writing a blog post on it. And there's less ways to multipurpose short form content. So in other words, when I'm posting on short form only or the goal is just short form, chances are it's going to be more appropriate for social media only when you're creating shorts on social. It's a one and done strategy, right? You create content, and then you publish it and then you're pretty much never going to read use that content again. So it's something you definitely want to consider. When I'm doing long form content. I'm always repurposing that down the road, I put it into my auto responder, I video email is part of my drip to clients. And I make sure I use that content in the future short form, I'm not going to do that it's too short, to remain relevant to really give true education. However, short form is very good for attracting attention. So let's talk a little bit about short form. Short Form is what the social sites are pushing right now. Okay. I've done so many case studies on this and I'll give you a quick result of my own channel. So I'm still creating one long form video a month. But amongst that long form video a month, I'm also doing four to five shorts. In between that long form video. I posted the same video as a post or just how you would post a normal video. And I got a total whopping 84 views. 84 people watch that video. I 5000 friends on Facebook, I used to consistently get 2500 views. Anytime I create content 12 months ago 1314 15 months ago, but today, my long form content isn't getting shown see Facebook, Instagram. All these companies are competing against you know each other essentially and whether it's Snapchat or YouTube shorts, every social media platform has come out with a version of short form content Now the reason why they're making this push is because obviously, the stats and the numbers behind that content strategy. People are viewing and consuming short form on a massive scale as compared to long form. So, in other words, you're getting a lot more eyeballs on short form content than you are on long form right now, especially on Facebook, especially on Instagram. And it's just because the algorithms are pushing those, like the Facebook is pushing short form content. So they're showing it to more people. My short form videos and the versus long form, my short film has blown it away. It's almost consistently getting 1000 views a month. But if I wasn't posting those two reels, there's no way in hell, I'm getting that engagement. So when you're considering your video strategy, these are all things you want to take into consideration. When I get someone that says, Hey, Mike, I want to blow up my YouTube channel. Well, first, loading up your YouTube channel is not as easy as it used to be most of these markets already taken up. And it's gonna be possible for you to rank. So anyone telling you, oh, you could do this in any market is completely lying to you right now. Because you can't do this in any market all YouTube views down and rally, it's saturated on YouTube, because you have people teaching this and whatnot for the last few years, four or five years ago, if you got into YouTube, you're probably doing pretty well right now. So I say that because knowing why you're doing video in the first place is the most important part. Without it, you'll never create the right strategy. So I want you to think about that. Why are you doing video, this is ultimately how you pick the exact right strategy for you. I believe. And I've done this with hundreds and hundreds of agents. And I've proven the model that regardless if you follow our system, or we just create content, and we have content through direct mail, email, social media, the same results apply, because all we're doing is activating the network you already have. So that's why what you create has everything to do with the strategy behind it, the most important part of the strategy. So let's go through a couple examples. Long Form video for YouTube is only going to be living in moving to neighborhood or area tours. That's the type of content that you're going to create for a channel to get it ranking. If my goal is not to rank my channel, I would never create that content. If my goal is to rank that channel, I have to create that content. Because it's 100% long form video strategy where you get relocating clients. So now on the other hand, playing pros and cons, all of those videos, regardless if it's part of a YouTube strategy or not, I'm repurposing all of them to my database through video email, I put them on my website. And I'll run ads to that content even many times. So again, it's because I have a strategy behind it. On the flip side, let's just say you're more of a short form person, that's what you watch, that's what you create short form is just to create a tension around your brand. And using that video content as a way to farm your relationships. Basically, you're farming your Facebook friends, your IG followers, and reminding them consistently that you're in real estate. Because short form videos getting a much larger push through the platforms. That's why people are winning. So the question comes down to Are you are you trying to build attention or not. And then who's that attention for? My favorite strategy when it comes to short or long term videos is regardless which one is I love putting those in front of my database, and the people I already know, the more content you create consistently over time, and put in front of your Facebook accounts, your own email list, and use that as an excuse to stay relevant. Well, ultimately, the more business you're gonna track, because 10 to 15% of that business, well guess what they're moving 10 to 15% of the views you have on social media, the engagement, the comments, they're moving, but 100% of the views, comments and engagement on social know someone they could refer you to. So the key no matter what strategy you decide, is ultimately just consistency. You know, I see people create videos for six months, and they get bored, and then they stop. And then they come back and like oh, it's not working like it did. It's because you screwed up that consistency. Let's switch gears here and talk about it from this perspective. If you were going to startdirect mail, farming a neighborhood you want it to grow in, and let's just say it's month one, and you go 12 months in a row of just sending a postcard or a letter, whatever it is to that entire neighborhood. Year one, you might be lucky if you get one to three listings out of it. If you keep going into year two, you're gonna see about three to five. After year three, all of a sudden everyone's a neighborhood. They're like, Oh, this guy or gal is the agent of the neighborhood. And you got to ask yourself, why is that? Well, it's because you're consistently communicate Adding to the same party over time, which is the formula to build a strong personal brand, the more content you put in front of those people, the more you brand in their minds, your business when the term real estate is brought up. And that's ultimately all this really is. So you're farming with video. And that's why you use common sense on this. The agent lender, whoever that is posting three videos a month on social, they're a lot more referral than the one who isn't. That same agent who is sending videos out nurturing through email is a lot more referral and marketable than the one who's not. So the more content you create, the more popularity and attention you gain, which is 100% necessary for an attraction based business, which is why you should be creating video in the first place. We're creating video to really stay in top of mind. So our friends, family, aunts, uncles, the mailman, whoever the hell it is, refers as business, over 80% of business comes from, or over 80% of people hire the first person they meet with, you become the first person they meet with. When you become top of mind, the more content you have, the more likely that's going to happen. So don't overthink this thing. The only reason why you're whether you're going short form or long form and whatever it is the only reason and the only thing that's important is to remain consistent because the tortoise won the race, not the hare, because there's in it for the long game. And that's what it's like to build your personal brand with video. If you go out and start doing video for six months, and then you quit for four months, and then you come back, you just wasted six months worth of time building a brand that just went by the wayside. So regardless if you can do short, long, I don't care, I care that you're consistent. If you do not know, what is the right strategy for you scheduled call the real estate marketing dude. Well, through your strategy, we'll look at see what what the hell we could do to it, if at all, and see if you liked doing video. Whether you need consulting, whether you need to define your strategy, or you need us to edit it, there's no excuse. It's not we're not the only company existence that does this. We're probably the best at it. And I say that I'm bragging Lee, but we're also the first ones at it. So when I consistency is all that matters, regardless of what strategy you're going to use. So let's talk about a couple other strategies in terms of videos you can create short form content is going to be snippet 60 seconds or less, something like this. These are the top 10 most affordable neighborhoods in San Diego. Number one, Carlsbad, Carlsbad has average sales price is four to 40,000 of that this year, I wish. And I would just make it a listicle listicle type of content. But look at some of these other videos you would create. And I'll show you how there's a strategy behind all of them. A very popular strategy is doing business owner videos, this is a long form strategy. But business owner interviews are best suited for relationship based agents, people who aren't spending a bunch of money on leads and any of that. The reason for that is very simple. You're creating television commercials for future referral sources who are gonna go out there and start selling your services for you. You're when you so it's 100% relational. We know that when we do this, the business owner is the biggest fan. They're putting in the groups for you. You're building a relationship with them in business owners are always future referral sources. They have the same mindset as us. They're entrepreneur, entrepreneurial. And entrepreneurs are proof entrepreneurs stick together. Neighborhood tours, neighborhood tours love them. Your clients will love them, you get good video email engagement on that. You'll get YouTube rankings on that. So that's a really good video to do. However, it takes the most amount of time to shoot. You're in need editing quality, all the all the above. So for some people, it can be more expensive to do as well. Case studies, no more just listed just sold. Instead just say this 49 year old homeowner just got his first house. And guess what his two kids they got their own room. Just storytelling HGTV real estate content. If your goal is to create like core content for a buyer series or seller series, no one's going to watch those on YouTube. No one's going to watch him on social media. You're not getting any engagement. But it's one of the few pieces of content you'll tie into your auto responder. You use that type of content for authority. My point is is that all of these different call it pieces of content have a strategy behind it and knowing what how and why you're doing it is the number one thing to do to get going because you don't create videos or check a box you create videos because it's something you're excited doing that will build your person Know brand, and that'll truly be different for everybody. So at the end of the day here, folks, you gotta decide where you want to be long versus short and all the above if you do need help, schedule strategy call with the dudes. And we'll break down sort of how that works for you, and happy to help you out in any which way. We really appreciate guys, listen this podcast. Contact us if you have any additional questions on this, but stay tuned for the next content creator challenge. The content creator challenge will be hosted on February 7 of 2023. And tickets are only $27. We're going to be teaching you how to shoot create all different types of content from images to short form content to real long form content plus, providing you over six months worth of scripts for $27 a month. If you'd like to sign up for that you can get started right away. And that's called the real estate content creator challenge the real estate content creator challenge. And we'll have more messages on that. Appreciate you guys. Have a great week. Thanks for listening the show. Don't forget to subscribe, make comments and let us know what other topics you want. Send us some messages and whatnot. I'm happy to create those all for you. Have a great weekend and we'll see you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Three Things You’ll Learn in This EpisodeHow to stay in front of your database.Why you aren't getting referrals.What are some tools you can use to keep in touch with your audience.ResourceReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What is up ladies and gentlemen, welcome to the webinar. And let me tell you, there's nothing worse in the real estate business than when someone forgets what it is you do for a living or better yet didn't even know. So whether you're a lender, real estate agent investor, basically anyone in a referral based business, these principles are going to apply. But this is going to be the case for why we create content consistently that builds our brand. And we keep our content in front of people that are responsible for sending us new business, repeat business and referrals. The more content we create, the easier it is, and the more marketable to attract business. And the more marketable, you become as a real estate agent. If you guys have not met me before, my name is Mike way, boss, I've been licensed since 2002. I'm one of those dinosaurs in the real estate industry. So I'm recovering realtor and broker owner. And over the last five years, we've been helping real estate agents create a whole lot of content, mainly in the form of video, we script we added, we distribute video, and we've done over 2000, maybe even 2500 different videos for people spread out around the country, when it comes to content creation. I'm the founder of referral suite, which is a software platform that allows it makes content creation easier. I will show you guys what that is at the end of this training. And for those of you that want to pursue or look at that more advanced if you're having trouble creating content, I would love you to join our community. But I've been in this business for a long time guys. I've had brokerages teams, and I know what works and what doesn't. And what I'm going to share with you today is what I've learned over the last 20 plus years of in this business and how I've applied creating content, literally every single real estate agent I've ever worked with in my brokerages on my teams, the ones I'm working with now across the country, and everyone has the same results because I believe that real estate is nothing more than a giant popularity contest. And in a business where 87% of agents fail.I believe that's very simple. I think they're chasing the wrong people from the get go. So what we're gonna start about is, how do you avoid the peaks and valleys especially as we approach a recession within the real estate business, because when you have a large personal brand, it is recession proof despite what the market does, you will always have clients. And this is the reason why you want to focus your time on where the highest return on investment is going to be. It's not going to be through cold calling, it's not through door knocking. And it's not through implementing the latest, greatest technology AI or superduper website or the best auto responder with text messaging automation. All of that stuff you guys, when it comes to business, in my opinion, is just noise. I love that stuff. But I'm talking about building the base of your real estate business. And the reality is the vast majority of business is right in front of you. These charts are from a NAR National Association of Realtors, and this was talking about where sellers found their real estate agent 39% were referred from a friend 24% They used in the past that right there is 63% without going through the rest of sources of business right here. And it's no different for buyers. Buyers, you see over 53% are referred or they used in the past. But there's still a lot more attraction based items right here. And I'm gonna summarize those off for you. And here's what these charts said 51% of business on average comes from the former referrals 12% from repeat business 3% of transactions arouse from strategic alliances as like a mortgage broker or a real company,you know, referring you out 10% For signage, believe it or not 4% from an open house. In both cases, over 74% of people come from people you already know, or transactions. I mean closed comes from people you already know used in the past, or that you've personally met, right? So what is the most important thing to do in real estate? And it's to stay in front of the people you already know, like and trust because everybody lives somewhere. The problem though, that we all have is, well, what do I send them? How do I stay in touch with them? Because I don't know how to do anything else other than just talk about interest rates, real estate or turn back the clock emails. This is why we create content folks. So what do you think happens when you go, Mia are out of sight out of mind? What happens when you stop communicating with your database? Well, they stopped sending you business and they keep they start forgetting what it is that you do for a living. And just becauseyou don't have to talk about real estate but you can't not. You can't stop talking at the same time you see, as an independent real estate agent or lender, you're in charge of your own personal brand. Your brokerage is going to do anything for you. Therefore it's going to rely on you to constantly build your own personal brand because it's not your databases job to remember what you do for a living it is your job.To remind them to and this is why we create content. See when we're creating content, that's the way I'm going to explain it to you right here in the rest of this training is we're not doing it to generate leads. Well, we are doing it to for and we're creating content is to generate attention and notoriety so that when people think of the term real estate, they associate our name or our brand with it, that's it. We're not fighting for leads, we fight for the attention of our friends, our family, our database in our local community, because Top of Mind brand awareness, or attention equals conversations, which eventually equals referrals, and over 80% of people will hire the first agent they speak with.This is not theory, when I'm explaining to you guys, this is mathematical, because of these stats. And these are what I want you to get out of anything, if you're going to remember anything from this training, and that's 10 to 15% of the population moves each and every year, but 100% of the population know someone they can refer a realtor to. This means 10 to 15% of your Facebook friends, your IG followers, 10 to 15% of your email list 10 to 15% of the people you walk across in the grocery store, or you sit next to at your kids sporting events, they're moving this year, but 100% of the people that you know, or come into contact with, know someone that they can refer business to. And that is why attention is so important in this business, especially in a referral based business. So if you do the math, people move every six to nine years. So I want you to just to look at your own network. If you have 1000 friends and your Facebook friends list, well 10 to 15% of them are moving, that means 100 to 150 people of them are moving, but all 1000 of them have a referral for you. Now, if people are going to move every six to nine years, do the math, there's always a percentage of people within your existing relationships that are going to be moving and most won't even know it yet. There are these things called Life Events, marriages, new kids having a baby, getting a divorce, losing a job, these are good and bad life events. But when a life event happens, people move and when they do 80% of them are going to hire the first person they meet with. Wouldn't it be nice if that your name comes to mind immediately upon, you know, anyone thinking of the term real estate or lending? Well, that's what happens when you create a whole lot of content. And what we're talking about here, guys, is marketing versus advertising. We're not talking about creating content to say come buy my stuff, or interest rate, buy, buy, buy, sell, buy, sell, buy, sell, because when we're always selling people start tuning us out. But when we create engaging content that reminds people, we're in real estate at the same time, it creates engagement, and we stay in front of those people, we start attracting business. And what I'm talking about is creating content consistently, not just through social media, social media is a part of it. But creating content consistently through social media, video, email, and even using direct mail, to keep our brand at the forefront of people and literally be everywhere all the time. This is what it takes to build a fully attraction based business. But we don't, where most people fail is this is that when we're creating content, we're usually creating it or when people immediately result to start creating it in the in the form of a sales message. No, we don't need to sell our services on online or through any of the content we create. We need to add value with the content we create so that people think of us first. That's it, okay. And when we're marketing and creating content, we're not creating content to sell people directly who received that content a house, we're creating content to receive their referral business, because everybody can refer you business. And when you start chasing referrals versus direct business, you start telling stories, alright, the other way where you fail to be consistent is it or people just fail to be consistent as we're most fail? See, content creation requires two things. It creates an audience a group of people, which everybody listening to this has, we all have a Facebook friend list, a wedding list or funeral list, I like to say. But without being consistent in communication to that list, it doesn't work either. So consistent communication to the same audience over time is exactly how you build a large personal brand that people know like trust, remember and refer.But the real real problem here is, what do you say? How do you do it? And that's what we're gonna chat about today. So what do you send them? Right? How do you nurture a relationship after the transaction? I just saw a crazy stat the other day that said 80% of buyers forgot their agents name and six months that's very difficult to generate a referral from somebody that doesn'teven know your first name. So we're Ghen the reason why we create content is to remain on top of mind and create engagement and stay on top of people so they don't forget we exist. Okay? So we're gonna get out of real estate I'm explain this to you in a very easy example. And whether you'rea byebye baby person or Bed Bath and Beyond, you probably have this happen to you. I think Bed Bath and Beyond are mean by or BestBuy, I think those exact same marketing plan. But regardless of what it is, I want you to look at this, because byebye baby sends me a 20% off coupon at least once a month, maybe twice a month. I don't know how many they signed, but they're doing it consistently. And for whatever reason, I never throw the coupon out. And just like you, you probably have a junk drawer and you open it up. And whether it's byebye baby or Bed Bath and Beyond or one of these stores, you have some 20% off coupons that are just sitting in your kitchen drawer. First question I says, Why do I have this? Why don't I just throw this out? Well, it's because there's 20% off there's value. So I stock it. And I store it in the drawer. And essentially bye bye babies farming me with direct mail. Now, I don't ever think of another baby store because this is all I think of cuz they're all over me. But they also send those same coupons to my email. Andwhen I get to the store and I go buy my new diapers or whatever, that I'm buying it bye bye, baby. I never I always forget to bring the 20% off coupon. But I always remember to scan my email for the same coupon because I just give them that coupon and I still get my 20% off. And when I leave bye bye, baby. What they do is and they start farming me like I start seeing their ads on social media. They start retargeting me through Display Network, I see him all over Google. And that's just because I just transacted with them. So they put me into a custom audience so they can retarget me online and be everywhere. Point being is that what they're doing is they're farming me. They're farming me through direct mail, that email and social media. Right. And the reason why they're doing this is because they generate more sales and referrals for marketing their existing clientele their customers than they do trying to acquire new ones. Folks, what if we were just a copy this plan in front of the 150 to 300 people that you know, and you started farming them through social media, email and direct mail? Would it work? Absolutely. It's worked with all 500 people I've ever tested this with plus. And the reason for that is because everybody has a database full of relationships, if you're in real estate, I just showed you the stats of where business comes from. And the most successful agents also tend to have something in common. They're also the most popular agents or they have the most amount of attention on their brand. See, your best thing about real estate is that you already have a built in book of business. The question is whether or not they know you know of you and know that they can refer or do business with you. Because I just said over 80% of people hire the first person they come into contact with, much of which they're referred to they personally know or personally met. And one of the sources I showed you about earlier. And all we're really talking about doing here to create a strong personal brand is to stay on top of mind with people we already know through content creation, and putting that content in front of them so that when they think of real estate, they think of us. That's it. This is not rocket science. This is 100% a popularity contest. You see, the reason why people refer us business, whether it's real estate, a couch a vacation, or a brand new restaurant, is because they like you personally, or they're satisfied with your past service. Like for you to get referred. People have to like you or like what you're doing, right. But you also have to like the person that they're asking for a referral. And deep down, we are all wired in our DNA to help others solve problems. You know, there's a reason why we refer other things, people. There's a reason why, when people ask me, Hey, Mike, did you ever do you know where this is that I go out of my way to help them. And it's because that's the way God made me. That's the way God made you. And we're all wired to just naturally help other people. So naturally, when a referral comes about, that's why so many people raise their hand. And if you don't believe me, you could go ahead and go on your Facebook account right now and go ahead and ask for an electrician referral or a plumber referral. And you're going to realize that you're gonna get about 10 to 15 names within the next two hours. And the reason that my first question is, is, why does so many people have their plumbers or electricians phone number on standby? It's not that they have it on standby, it's that they're going out of their way to help youwith a referral. And it's no different in real estate. But there are three things that have to occur when someone is going to refer or do business with you directly. And one is they have to notice a conversation about real estate and then immediately think of you at that time. And then they have to introduce you into the services or into the conversation. I mean, now how many people talk about real estate on a daily basis and one of the reasons why real estate is such a highly referral business is because it's an emotional transaction. And when people are moving and closeBetween you and me, we talk about it quite a lot. And we're talking about it quite a bit. Because the truth is, is that like, Hey, dude, you're moving. And anytime you are moving, well, that is something that is very emotional, and you're going to talk about it naturally. So that's why this is so important, guys. Alright, so when you create a whole lot of content, you being top of mind, happens a lot more naturally than if you don't create content. And let me just ask you who's more referral, the agent that has a blog and has done 25 videos over the past three months, or the agent that doesn't even have a social media account, who's going to do more business, obviously, it's going to be the one that's creating a lot of content or buzz around their brand. And that's what we're getting at folks see the value of each relationship that you have in your business, whetherit's 10 of them, or 300 of them, but the average of every relationship, I believe, is a minimum of $25,000. For what I'm about to tell you, the average person buys two to five properties over the course of their lifetime, and then an average sale price of $200,000, which is extremely, extremely low. That would mean each individual if they were to use you for all two to five of those purchases should be valued at about $25,000. That would be what you would recognize in closed GCI from those relationships. However, that does not count the value that each relationship has the ability to introduce you to another person you could do the same thing with. That's why the value of relationships in real estate is such a powerful thing. Because when we break the math down, here's how it works. If people move every six to nine years, it's just a numbers game. If you have 100, people that truly know what you do, let's just say 100 people on your Facebook account 100 people on your email list, how many of them are moving this year? Well, six to nine. But out of those same 100 people,all of them know someone that they could refer you to that you may be able to do the same thing with See, I don't need to have a million people that know what I'm doing or that I'm in real estate, I need to have an engaged group of a few 100. If that, and I can have a very successful, stable and consistent career. See, people are going to use and hire an agent to the tune of over 85%. So the question is, is it going to be you or somebody else. And this is the reason why we create content. So I want to get through and show you guys a couple different things. When we and the type of content that I'm talking about creating, we're gonna start with social media first. But I think I made the case here to show you why it's important to create content. And whether you're creating content on Facebook or Instagram, wherever your social platforms are, that you're on, I want you to view each platform is just a place for you to generate business because everyone that sees your content on that platform live somewhere, and most, most of which are people that you should already have an acquaintance with or people that you already know. And when 80% of them are in a hurry, the first person they meet with I think the math makes complete common sense. Now, it's the content that we're creating on social that makes all of the difference. And that's what I want to spend some time with you about right here. What kind of content do you create on social media? Well, video marketing is huge. If you go ahead and look like in the top right, that's a Gen almeyda. That's her first post she ever made her first video she ever made. And you have 59 comments and five shares on the very first video. Now of those 59 comments and five shares, she probably had over 1000 1200 1500 views of that video. Of those 1500 views. 10 to 15% of them are moving this year, and 100% of them have a referral for her. So the question is never a matter of if it's a matter of when. Right So creating video content on social media is extremely powerful to do.In recent months, creating short form video content has been very powerful. Using things like Instagram and Facebook reels, I'm getting 6x or 10x, even the amount of views posting the same video as a real as I am on as a regular post. Right. So short form content is very, very popular right now. But if you're not doing video, there's a lot of other things you can be doing as well that don't necessarily involve you having to get up on a soapbox, and selling your services. Nobody wants to be on the end of our sales pitch. But everyone wants to be involved in engagement. And when you're looking at some of these posts, I want to give you some ideas that you can go ahead and create and we'll give you a whole lot more after this but house of the month, kitchen of the month view of the month neighborhood of the month, getting funny little memes that are sort of reminding people you're in real estate. You see most of this content is going to fall into one or two categories.It's either entertaining or it's engaging. And as long as it's one of the two, you're going to win. It's when you're making blanket statements like just listed just sold, where you're only getting two comments, both of which are the real estate agent trying to recruit you to their brokerage, or broker owner, or the title company or mortgage rep trying to earn your business. Those are the only people commenting on that type of content, because it's not engaging. And quite frankly, the more of the sales type, pitch content, and non engagement that you create, you're just checking a box because your coach told you to. The reality is, is that when you start creating content, and it creates engagement, and people start watching it, it's just a matter of time until a certain percentage of them start referring and needing your services directly. Because of which the vast majority are going to hire someone they already know. Social media is nothing more than just a place, in my opinion, just to tell people what you do for a living in a fun, cool and engaging way where they can see the real you. And it shouldn't be used. To put up a front it should always be used as to show the true you and becoming a good storyteller. And creating content and getting the practice of reminding people you're in real estate versus telling them is where I believe the Holy Grail is at. So the key is, don't try so hard. Write posts as much as possible. But a minimum of three real estate related posts a week or stories, I guess, follow the 8020 rule. I mean, I'd say 10 to 15 posts a month, that's one every other day. But the more content you create on social, the better it's going to do for you, the more eyeballs the more engagement. I mean, that's what it comes down to what I don't believe works is hiring somebody else to go out and post for you that sounds nothing like you that just creating very boilerplate templated content that nobody resonates with. So I don't believe you could build a personal brand outsourcing social media, I think you have to, to an extent, be involved in the content you create the post you make, because that's what people are going to respond to and be be honest, like people know, you. They know when someone's not you posting and you'll notice that to just look at all your other profiles. And look at the ones Yeah, oh, that's definitely not that person. So where do you post this stuff out? You posted everywhere you're at this includes if you're on Facebook, for example, post your personal page and your business page and do them separately, there's no sharing to one or another. Every social media profile you have, you got to treat like a different account. And just because they're part of Facebook doesn't mean you just share everything you upload organically to every single spot. So if I'm doing long form or meme like content, I'm taking my personal page, my business page, and put them in all the groups I'm in and put it into my Instagram. If I'm on LinkedIn, I'm dropping it off there. But if I'm just doing short form content, and then I know I'm posting on Tik Tok IG reels, Facebook reels and YouTube shorts, right, so you have to have a distribution strategy based upon the content you're creating. But just know that regardless of what you're creating, you're broadcasting it wherever your brand is. See, the math on this is very simple. 10 to 15% of the people who see your content will be moving this year, but 100% of them will have a referral for you. So I want you to look at your annual social media marketing plan or your or your monthly for that is and just know these two numbers, because if you were to get 100,000 views over the course of the next 12 months, well 10 to 15% of those views are moving this year, and 100% of those views could have a referral for you, I want you to be motivated by chasing attention chasing views, because they always all lead to business. Now, social is just one aspect of marketing, you know, you have to be consistent on there, whether you're creating meme content, social content, video content, images, pictures, all of it is reminding but it's not the only place to stay in touch with your database and to nurture them. The truth is that a very smaller percentage of your social media, friends, and unless you're running ads will see your content, usually under the 20% mark, which is why you want to take on a multi prong approach here. Now the second channel that you want to market your database to is video email. Now why do we use video email as opposed to any other type of email service and it's 100% because it gets more opens more engagement. And that's the only type of email where you could put your face body language and tonality to somebody else which is extremely powerful for brand awareness and attracting attention. So who you're going to send your video emails to our family, friends, past co workers past clients. Basically, if you have someone that you believe they should be referring or doing business with you, well, they 100% need to be on your email list. And what we don't want to do on emails is send them a bunch of spam light content. What we do want to do on emails is send them content that will addactually enhance their day or add value to their lives. All right. And sometimes that could be as simple as a new restaurant opening. It could be a joke, it could be a holiday greeting. But you want to be sending about one to two video emails a month. And this will all go to your nurturing list of databases. You know, you could do holidays, simply copy the Hallmark greeting card strategy. I did that for five years of my career and it worked very well. Valentine's Day. Groundhogs Day, Christmas, Easter, Fourth of July Veterans Day, but pick the holidays that match more up to your brand. If you're a veteran, you're probably going to always be creating content on veteran Memorial, Fourth of July, American base holidays President day, right. But if you're, you know, have a totally different personality, you know, service the veteran niche at all. Maybe you're a jokester, maybe you're a comedian, maybe you're funny. Well, then you would probably create all the content on all the off the wall holidays like Groundhog's Day, like popcorn day like Star Wars Day, that would be a cool funny way to remind your database that you're in real estate without having to be too overly burdening with it. You can do local video series, we create content for people all over the country who are creating neighborhood tours.Excuse me,neighborhood tours,business owner interviews,anything within the local community, new restaurant openings,events, local community events that are coming up. Anything within the local community would brand you perfectly as a real estate agent, because that's the real estate agent is their community expert. Rosa had a lot of value. special announcements, real estate. If you are going to talk about real estate, I like doing like major announcements in the industry like interest rate reduction, stuff like that. Things of news worthy topics, but just think about it one to two video emails a month. And here's the most important thing is that the content you're creating, make it be creative. Don't make it be boring, like don't send bad real estate monthly news update, like don't say, Today's interest rate market update, no one wants a market update guys until they're in the market to buy a new house. Okay, so stop sending the market updates and start sending them stuff that's a little bit more personable. Now, your subject line is absolutely going to be the crucial piece of that email that and having a video with it will increase your open rates. And we're seeing over 40% open rate on our video emails, that referral suite. Because the two things we're creating content to a warm list people we already know, that isn't necessarily overburdening, and we're creating more entertaining and engaging like emails. So that's it. Okay, this is not rocket science, but we are just nurturing. Now.If you are to send a video email, this could be a schedule, you could follow, you could do nine holidays, you could do once a month update, if you wanted to, you could do a spring and a winter email. But however way you want to chop it off one to two times a month, which should give you anywhere between 15 and 21 Total video email touches throughout the course of the year. Now, the national average for emails, open rates is about 13%, which means 87% of your people aren't watching your stuff, which means what's the point of sending them in the first place, we're seeing a 40% open rate using just what I showed you right there. And of that 40% open rate if you have roughly 200 people on your email list, 10 to 15% of them are moving and 100% of them have a referral for you. Those are the two numbers I want you to memorize and repeat and never forget, because it's only those two numbers that you'll be motivated to keep creating content. Because once you understand that attention equals transactions, you will understand and be motivated to go ahead and continue to create that. Now, the third channel on one of the most effective is direct mail. How many people are still getting direct mail today? Well, everybody last I checked and that's why I like it, because mailboxes are wide open. Now. Let's first talk about who you're gonna send these to past clients 100% need to be on your direct mail drop address, or list close friends basically anyone that you have a strong relationship with if you'd invite them to your wedding or funeral and you have unlimited budget, they want 100% need to be on your direct mail list and the reason why I love direct mail is because 100% of them will receive your postcard before they throw it in the trash. Okay. And that is amazing for branding. Now it's the same concept of why Bed Bath and Beyond sends me 20% off coupons I don't throw them away I always remember they're there they exist. And it's a great way to farm or nurture me because I don't cheat on them with any other Bed Bath and Beyond place either do I? So what kind of contentholiday greeting cards, postcards based on fun facts, gifts GodMany bears, what you don't want to send them are just listed database or turn back your clock emails and talk to them one to one and a half times a month, one a month will do just fine for direct mail. And the reason why it's so powerful is because 100% of people will receive it, they will all physically engage with it in a direct mail, at least with our system cost about $12 a year per contact. Now, here's the ROI on this though, because I want you to see as if you had 100 people on your list, and you send them one postcard a month, that would equate to roughly 1200 $1,200 annually. Now, of those 100 people 69 of them are moving, or 10 to 15% of them are moving I mean, and 69 move everyseven years,what's my ROI going to be, I would need to generate one deal, one, to pretty much get like a 500,000% ROI. See, we have to invest in our brands, in order for them to return a positive ROI in them. And how we do that is through content creation. See, peoplecreate content consistently. And the more content you create around your brand, the more marketable and referral you become. All I'm doing is just sharing with you on how we're systematically creating content, and then distributing that content through video, email, direct mail, and social media, so that people never forget what we exist, and of which 10 to 15% of moving 100% of them, have a referral for you.Do this for 12 months in a row and watch what happens to your business. You know, people always often say is, hey, how do I stay consistent? How do I generate more business while you stay consistent in the content you create, and in almost every single time that I've seen this play true or through, I have yet to see it not work for somebody because everybody knows a real estate agent. But it's the real estate agent that is known the most as the most marketable and referral who always generates the most amount of business.If you guys have questions on this process, please go ahead and chat below. I told you at the beginning of this training, I was going to walk you through a platform solution that makes this whole process a lot easier. And realistically, you guys have two different ways that you can go about doing it. We would love to have you be part of referral suite but referral suite as a software platform that gives you email, social media and automate your direct mail content so that you can implement the model I just shared with you right now, effortlessly in 10 to 20 minutes a month of total time invested. So what I'm going to do right here is play a video for you, it's going to show you how the inside of referral suite works in just under two minutes. And I encourage you to come and check us out. If you like what you saw here today. And you think that you're struggling with creating content, you don't know what to post, or you're sick of just chasing a bunch of leads and relying on lead sources you don't control start creating a brand. By creating content, it's the only way you can do it. So I'm gonna go ahead and play this video for you. And you could check out what referral suite is. in under two minutes, I'm gonna show you exactly how referral suite helps you build a strong personal brand that generates more referrals and repeat business. Referrals suite is an all in one CRM focused on one thing a place for you to manage, grow, nurture and market your Rolodex of relationships through direct mail, video, email, and social media. The first tools are social media calendar, all you do is you simply check your social calendar, grab your instructions and customize it and then post it now you don't need to think about when or what to post on social and just follow the instructions each day and week. When it comes to email marketing your database referral suite provides a video email system to send engaging emails they actually like seeing all you do is simply check your content calendar right here will give you the subject line email, coffee and video script to record right starter software that you can send our direct mail campaigns are set it and forget it all you do is you simply pick a campaign you set it hey and then you forget it. Each month your direct mail list will receive a mixture of postcards, greeting cards, and even gifts based on what you decide to sell. Plus all members get access to the Learning Center which is full of advanced training courses on building your personal brand and advanced content creation with video for example. Plus in addition all members can utilize any of the advanced marketing services available through the Marketplace such as video editing, logo design, signage, and even gifts. Anything you need to build your personal brand is right here inside of referral suite. So if you're struggling to stand in front of your database or tired of people forgetting you're in real estate or lending, follow the instructions next video and join now. It is not your networks job to remember what you do for a living but it is your job to remind them and referral suite is the one place that makes marketing your brand. Very simple.in under two minutes. So there you have it, folks. I hope you've enjoyed this trainingbooks, we've been doing this for a long time, just creating content and referral suite is something that has been a project of mine for over five years to put this all together, but it is ready, we would love for you to go ahead and check that out. And regardless of whether you're using referral suite or whatever you're doing in your content creation journey, start creating content, whether it's with us or with somebody else, or you're doing it on your own, create content, put it in front of the people that you know, like and trust, and those people will reward you in the form of repeat business referrals and you'll stop chasing a bunch of leads, and you'll have a brand that people know like trust. Remember, most importantly refer and do repeat business withgo ahead and check out referral suite.com Right nowTranscribed by https://otter.ai

Sometimes you need to be more than a realtor, you need to be a local celebrity brand. This means staying on the forefront of your database in more than one way. Don't just talk to your clients, love on them.Amy Stockberger, founder of Amy Stockberger Real Estate, is the Broker/Owner of one of the top 50 highest producing teams in the nation. Amy and her team have helped thousands of people find their dream home.Three Things You’ll Learn in This EpisodeHow to diversify your offering.The difference between marketing and advertising.How you can stay top of mind with your database.ResourceCheck Out Amy's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, what we're doing here today focuses, we're going to talk about how you run a local celebrity brand. Start loving on your clients, not just loving on your clients, but obsessively loving on your clients, and how and why that turns into business. Before we introduce our guests, I'm gonna paint the picture very, very clearly for you guys. Andthe client experience matters period. All right, people don't remember what you did from remember how you made them feel. And the highest likelihood of generating more business in a real estate transaction is during the transaction with a client. The number one goal of each transaction that you're doing when you're working with a client is not to sell the house. That's the number three goals. The number one goal is to first impress the client so you can lock them in for a long time and repeat business. Number two goal is to create spin off business from that transaction so you can make more money. And then the number three goals actually sell the house and close the deal in that order. Now, what I want you to challenge you guys with today is what did you do during the course of the transaction that people actually remembered? Because that's what we're gonna be talking about today. The reality is that 80% of buyers forget their agents name within six months of closing the transaction. And in a business that's dominated by 80 plus percent, being referral. Using the past or people you personally met, it is impossible to run a long term real estate business without running a business and building a brand and creating an experience that people come back to. Can you imaginegoingto like a Michelin restaurantand having a shitty experience?No, that's why you're paying $800 A plate. And people will gladly pay for things and will gladly refer things that they enjoy that other people will enjoy too. So what I want to dial in today, so much is about the customer experience and how you're conducting yourself throughout the course of the transaction. And that's what our guest today is going to chat about. So without further ado, we're gonna introduce our guests coming straight out of Sioux Falls. I think it's South Dakota, South Dakota. Amy stock burger. Hi, Amy. How are you? I'm great. Thanks for having me. Mike. Why don't you tell our listeners a little bit who you are, who the hell you are, what you do and where you're at. And we're gonna get into this questions about what you're doing with your VIP program that had you guys close it what 159 closings last year? So like, we did 559 559 Whoa, 400 Okay, yeah. Go out again. Introduce yourself a little bit. Yeah, I mean, me stockbroker, ami stockbroker real estate. So I'm a broker owner of a team ridge. So we still run as a team. I've been doing this for 22 years, my husband and I run this together, we're family owned, we have a tenure of our agents of about an average of six years. So we have a system and strategy to keep our process sticky for agents as well as a lifetime leads strategy that keeps our business as a referral based business. So working with the clients that we want to work with, they don't drag us down. And having that referral, this base business being the the far, far screaming majority of our business, providing lifetime home support, which you said it. It's before, during and after. That's what we really excel at. And that's what my whole model is built around our foundation is being there for our clients before, during and after. Because the before and the after are oftentimes more important than the during it's that relationship base. Yes. And that's a more one of my brokerages core core values is that we're relationship based people because humans crave that they crave that relationship and know that they're being cared for and taken care of for life. And by doing that, we turn our clients into referring machines. So I actually termed the the term lifetime lead strategy because that's what I built my foundation on is that it uses unique propositions to stay top of mind as our clients lifetime Home Support Team, which results in them being our lifetime referral partner. I like it. Um, I actually met Amy, and I didn't know who she got, I get we get I tell you guys every week you pitch on the show. Oh, really? Sure. We're gonna show most we want to sell the shit. Great. If you have good content, you come on the show. But I knew Amy from somewhere. And thesecond time I talked to her I was like, Hey, I know you from somewhere and Amy's in Sioux Falls and Ramsey if you're listening to this, I'm calling you out right now.We're doing videos for a guy in in Sioux Falls. Ramsey we blew his shit up. We got him picked up on the news within 10 weeks of starting video. He got picked up on the new station brand new agent crushed it and then he stopped doing video. Listen, dudeWhatever brings you to the promised land you never stopped doing, you double down on that, because this gal is now kicking his ass, because she just started doing consistently and she got into the game probably eight months after him. And you just blew him away because you started creating more content and all that. So we're going to talk about your content creation a little bit. But hey, I gotta call you out Ramsey because I told you what not to do. And now Amy is eating your lunch. So don't let her eat your lunch anymore. Okay. All right. So let's get down to the work can work for my brokerage, let's go together, come over here. That could also be an option. All right. So what we what's so impressive with Amy's doing you guys is that she really understands customer experience. So we're gonna dial this in. And Amy has not only several different profit centers around the transaction in addition to commission, but she positions herself as like the one stop shop and so many real estate agents say this Oh, I'm a one stop shop. No, you're not. Here's what a one stop shop is okay. You have the attorneys, you have the contractors, you have places to buy heating lamps, you have rugs, you have carpet cleaning, you have movers, you have this, that's a one stop shop, like actually having every resource surrounded around home remedy is the one stop shop agents who claim their one stop shop, a lot of them are just like, oh yeah, I help people buy, sell and rent. I'm a one stop shop.That makes sense. 100%. So how are you guys just one stop shop, I want you to tell everyone from yesterday and I want you to walk through and I'm a buyer or I'm a seller, what's the difference between you and everyone else so everyone understands what your unique selling proposition is? Okay. Besides being the most specialized experts and connecting buyers and sellers, investors Reapers within our market, we also have a lifetime Home Support Foundation. And what that means is our clients get access to our VIP Club, which is one of the pillars of our lifetime home support. We have a lot of pillars of them, but that's one of them. So one of the pillars is that our moving trucks, they get free access to our moving trucks buy or sell one time free access for life. We have a enclosed trailer as well. We have moving supplies, there's a pain point and moving no matter what price point you're in, whether you're in a 2 million, or you're in that 200,000. So I have people who are sold houses to 20 years ago who come back and use my trucks to go buy a couch, they don't want to pay 100 bucks for on a $10,000 couch so they get access to our moving trucks. But when I put that moving truck VIP part into our pillar into my business, I also monetized it right away. So I make money off of my truck right away even though it's being used by my clients. That's the foremost the fourth most important part of that filler is I get client experience out of that it has the second part is I'm making revenue on it. And then right next to that is my market share and getting because my branding is out there on everything. So my trucks are on the road, they get 600 impressions per mile. And it's it's monetized going you bought a truck, moving truck. I've seen people buy moving trucks and then usually like the time they let the clients use it as either just part of the move. But you actually keep this moving truck open for any client to use it at any time. Yep. And and you charge for it too, right? What do you make more money on? Yeah, we charge advertising space on it so so I sell the ad space out to my affiliate partners. And so we have two trucks now adding our third and 23 and we also have an enclosed trailer and a flatbed trailer but again, everything has my brand on it My brand is part of my soul. And if you're not branding, your your business you are missing out on so much. I think that's a big you, people. Yeah, if you're not branding your business, you're just a salesperson chasing the check. Oh 100% 100% And if you're not into speak to lifetime home support, same thing with just chasing a check if you're not in this to really help people it isn't going to last anyway. So So again, our foundation is Lifetime support. So we got it that was our first pillar but almost at the exact same time and my VIP club, I decided to add my party and tool sheds shed concept as well. And basically what that is is anything that they would ever need to have a party so banquet tables and chairs, bouncy houses, commercial grade food warmers, cotton candy, snow cone, popcorn, hot dog machines, so splattered anything but what I did with all those though, is I blasted my brand on all of them. So I have my stickers everywhere so people go out they'd get my stuff can rent it for free for their parties, graduations everything. They have all their friends and family over my brand is everywhere. Where do you get all this free stuff? Maybe stockbroker? Why would they not use this? So you buy you buy? That's genius. So let me make sure so everyone understands us. So you got so one, you have a truck that you sell ad space on and you give to your clients for free to trucks and you're going to be three then you created basically a party rental company that you let your clients use again for free. So if I'm having my kids graduation, I could call you up and get a bouncy house. And and some tables and chairs. Yes. And some heat lamps because I'm freezing my ass off in South Dakota right now. Yeah, you can get all that but because because we like we have over 2000 reservations a year from our VIP program. I had software created to make it a one stop shop for our clients which I'll jump back into but again myAs team leaders in brokerages, you have to think about the consumer mindset, after they buy, you need them that the reason we advertise, you know, I did billboards forever and ever and ever I spent, you know, 25 to $30,000, a year on billboards, and those billboards were out there not necessarily to attract a new client, they were out there to remind the people who already know liked and trusted me to refer me to all their people who are making life changes. Yeah. So the software I had created is a one stop shop for my team leaders and brokers. Because again, once that consumer is done with a transaction, they're not going back to your website. They were there to research you, they were there to look at houses, they're not going back to your website. And they're either looking at your social media, yes, of course, they're out there looking at those things, but you need a place that's engaging for them to be that you're top of mind. You know, a Millionaire Real Estate agent said it the humans had two spaces in their brain. For realtors, our job is to pop the other one out of their brain and just stay forefront state and stay relevant for them. So I had software created, where our clients can go out and get access to all of our equipment, they can prove that their own time, make the reservation, all my feeds, my social media feeds are up there, my blogs are up there, they can refer us easily they can review us easily they can check out our listings, I sell ad space on a tour HST our home support team partners, and it just keeps us relevant and top of mind in front of them. So they can do that with our party shed our moving supplies, which we also have boxes and things like that, that we give out for free. The boxes branded to I don't we just burned up on Amy, you're slipping.I burned through them so fast because like she says get them get them going. But then then we have our tool shed. So our tool shed is consist of things that people don't want to rent buy or store that they're going to need for every season of homeownership. So it's like wheelbarrows, ladders, different tools. We have commercial grade paint sprayers, carpet cleaners, things like that, that they can come in use for life for free as well. Interesting. Sounds like what you got your own little Home Depot? Exactly. Commercial grade, you know, fans to get water in their basement. We have the carpet fans, we have the carpet, stretchers. I mean, it's literally anything that they wouldn't need for homeownership. I have and let me just rewind real quick. All right, this is the third VIP product that she has, okay, look, do you not notice what she's saying here guys, is the content of the show every single week is top of mind, top of mind, Top of Mind top of mind, we have to be marketing, always art marketing isn't advertising marketing is a subtle reminder that you're still there to remain on top of mind. Because if you're always advertising to your database, you're just another, you're just selling them stuff and they're eventually going to tune you out. Same way, if you talk about work with your wife all day long, she's going to tune you out too and start cheating on you with the milkman. So the whole point of being is that you have to remain in communication with your database. Not always through verbal, but sometimes through visual sometimes through social all of the above. And what she's doing is she's interjecting her brand, into a value added proposition around home remedy. So number one is you have a moving truck for any and all is like I just bought a couch or not a car, I didn't buy the couch, I was going to buy this couch, I want to buy it off of Facebook. But this a great deal, I'm gonna put this thing in my garage is perfect. But I didn't have a truck to go out there and like pick it up, and I wasn't gonna hire the truck to go and pick it up. So it's better off just buying a new one to have it delivered to me. So in your case, you're saying, Hey, I have all these I have this truck you could use whatever you want. That's part of being a client of mine is this the right role that you have has a party thing. So if you have parties, you can rent her stuff and because that's something that you would do at your house, obviously, she has a tool shed for like that's, that's amazing. Think about how many people need to clean their carpets once a year and what who's going to not hire youever if you're giving them all this stuff for free. So that's product number three of the VIP program. So there's three so far. And again, keep in mind that that this is not just for that first time second time buyer I have I tell the story all the time. I have a physician, a physician I work with this one just slays me because he can afford to buy rent and store anything he wants. He's never done it. He comes down he wants something new to my club. I add it in I put it in there because he's here using knowing that he doesn't have to deal with that shit. It's just all there. And again, my name is on everything. I have stickers big and bold. My brand is everywhere. So there's it's not even on like the carpet cleaner. Like your stickers around the carpet cleaner. I'm thinking of the one I just bought. I bought I rented from Home Depot. Like last like six months ago, I was doing the carpets in our house and ran it from Home Depot which they never worked by the way. They're always broken. Yep. And but you would have like your stickers all over that. Oh my gosh, I have them everywhere. And since I've done this for so long, I started my VIP club end of 14 beginning of 15. We know what products are durable in which ones consumers our clients want and need. So we've we've already done all the heavy lifting on this because we've been through the equipment. We know what bouncy houses suck. We know which ones are gonna last half the summer. You know we have all that taken care of like it. All right, do we have morethan we have a discount center that our clients get access to for life and this has a lot of additional lead generation attacks.add to this, as does my truck, and my party and tool sheds. But it's a discount center where our clients can save over $5,300 a year on big brands over 100,000 big brand products and in retailers like Nike Walmart, Under Armour, there's free travel in it, there's free hotel stays, it's just a really great product that they can implement in to their normal buying of what they're going to get throughout the year. And they also get cashback so they get a discount center that I bought exclusivity for all the South Dakota, nobody else can offer that up in South Dakota.Gotta get that. So I'm looking at like, this is probably equivalent. I don't know if I have one here my wallet I'm looking but I got a I think this is for my one of my kids has like a I think it was the baseball or soccer league, where they give you like a card that has like a 15% discount towards the following retails retailers, right. And like ones like the bagel shop, one's a local pizza shop. And as long as you have this card, you can always get 15% off. And so same concept, same concept, but it's national retailers. So it's the big brands, and you can get up to 85% off on some of these big brands. Same concept on that, though. Correct. And then there's a lot of you have your own.You have your own Costco. Yep, we have our own discount center there. Yes. And then another part of it is my home support team partners. Again, there's a lot of a lot of seasons of homeownership, and they need a lot of different vendors, services, things that are going to come up during the all those stages. So what I've done is I partnered with, I feel the best of the best. And we're constantly growing our home support team, with every type of industry that our buyers and sellers are going to need throughout those stages. So obviously the lenders and inspectors and title companies yet, but we have H back we have young carpet cleaners, we have restoration companies we have we now are putting you know services on there. We have restaurants in there, we have entertainment venues in there, we have all these, these people in my home support team that we're offering up to our clients that give them preferential treatment, because they're a stockbroker, real estate clients, and oftentimes preferential pricing. So again, and I have one in my my software I created, it's just that one stop shop for them to go to, to have access to all of these things right there. So they also get access to that.Anything else in this VIP? Well, then another big thing on this is what we do, again, just thinking as the team leader broker on this, we offer all of these things out to nonprofits for free. So again, great, it's great for your community, give back data. And that's what you want to do. And if you're not an entrepreneur who wants to give back to your community, again, you're not in it for the right reason, you should want to do that. So how do you get back into your commissions as a broker to one of these charities on top of that? Yep, so CASA is one we give a percentage back every month to our Casa that's a big part of my heart. I worked in an abuse shelter in college. And now the director of our local Cassatt actually was one I worked with back in the day and she's she does such an amazing job with our kiddos here in town. So yeah, we get a portion of everything every home we sell we as the brokers give back to Casa. So I mean, just the loan on that I've seen people we created pro get back programs for that are just millionaires today, because I think that's how God repays you, but it's justwow, like, you're literally chucking on all cylinders, theart she's got, she'sgoing, all right. This is not a new concept. But this is when I don't think is really used to the level it can be used is your client events. We host big client events in the give back we have on that is huge, I usually get anywhere between three to four new leads every event we do from these people, again, who can't it's a law of reciprocity, my entire foundation on top of giving, serving and and wanting to build my business is, is again the law of reciprocity, they somebody gets something they want to give you something back and kind so they it's just making them more obligated just by human nature to refer us and review us. And so like our client event, we just hosted our 17th annual Turkey giveaway and we do a free Santa Claus pictures at the same same thing we gave away close to 600 turkeys, we had over 1100 clients in our building, which was friggin amazing, you know, to have that many intercompany events per year are you guys doing? Well, we do a minimum of three this next year we're going to be doing six we do a lot of little ones. But we do three big ones. We do our turkey and Santa event. We do an ice skating event, and we do it on an ax throwing bar. And so we do a date night a lot of our kids kid based and so we shut down our bar and let them throw axes and give them drinks and food and have abeer you can't go wrong with beer and axes like no matter what like if you give me some beer give me an x go with it like your You had me at beerin September when the when the parents are like, Oh, we're going back to school. It's time for us to go out.Smart. Yeah, soLet me just sort of unpack here for the audience, you're creating a whole lot of different local community based services that keep you at the forefront in a value serve first way without ever having to talk about real estate's genius.Now, this doesn't happen overnight, I'm gonna segments a show into another direction in a second. But I'm sure you started one of these at a time, like you probably started with a truck. And then you started with this. And then you went over here into that just so people don't feel overwhelmed, like you could do this, you guys. There are so many different transactions circulating around a real estate closing, that it represents roughly 25% of the services or the workforce in America. And like, we don't think that way, though, typically. And the reason why you have so many of these, like, a lot, some of them are going out of business now. But the reason why you'd have like, the Zelos, and the open doors, because they're making money on the escrow and the mortgage and everything else around the transaction, not necessarily buying the transaction, right. So this is a mindset shift, I've seen a lot of people look at selling solar, we're about to start selling solar leads to real estate agents, because they're making money on solar. But that's another ancillary service, maybe not in South Dakota. But that's another ancillary service that is a profit center that a realtor can get paid on.But whether you're getting paid on these or not, it's just a bunch of excuses to stay at the forefront. So next question I have is how do we market this? Okay, how do you get people to know about this? How do I tie in the VIP program throughout the course of the transaction? And then how do I get them actually using it? Because it all sounds really good. But then how do I actually get them to start calling me entire? How are you marking this? I'm sure you got some kind of thing going on, like walk me through all that. Yep. So Mark Twain said, There's no such thing as a original idea. It's just impossible. So again, I did create this I, I used it from all these different things that I learned and I went through and I fail forward over and over and over, I say all the time I have a PhD and failing forward, I can fail forward over and pivot and make the mistakes. So I've made all the mistakes to perfect the process. So what I've done is I I've created a course called the copy and paste formula to implement and monetize your VIP club, that basically within six weeks, somebody can take everything I've done since 2015, and implemented into their business then to their business. So we have a step by step, no shiny object process to give them everything they need to get the VIP club into their business, and then how to monetize it, and then how to use it for the additional additional lead generation options that are out there because there's so many additional lead generations that bring in more clients more market share for us from this, because it's just easy is once it's out there, it's just easy. But you but I have everything they need from marketing, every marketing template they have from press releases to their scripts for their agents, their killer 32nd. Elevator Pitch is for their agents, their isa scripts, down to all their operations. I'm a Systems girl and I truly believe you cannot scale without systems. And so I'm very systemized And so giving them all of our systems we have for operations from onboarding and offboarding admin and agents with your VIP just to make sure your brand consistency is huge. And I'm sure you know this, but brand consistency is like one of the biggest things you need to have. And I think there's a stat I just read that your business will sell for 20% more if you have brand consistency, and agents it's the reason why when you go into a Hyatt The pillows are fluffed the same fucking way every single time. Yeah, it's the reason when you go into a high end restaurant that the food doesn't taste different every single time because if it did, that wouldn't be a high end restaurant. Yep. And like, what's crazy to me is that nobody has a system in this business. I'm system students all I care, I never, I just have a system and your business is just something you do over and over again. Alright, let's not make this overcomplicated. It could be I'm gonna walk you through a couple super simple, stupid, simple systems that you can implement in your business. And all it is is a checklist item. Yep. Right. So here would be a stupid simple system. Every time I got a referral, I would send out a million dollar bill with a $10 gift card that says Thanks a million. That's just a small system. Every time I had a closing at the final walkthrough, I would make sure to get the Testimonial Request at that point because I would never get it post. That's a system. Yeah. We're seeing the referral behavior is what I call it. You're reinforcing referral behavior. Done. Yeah. Like it. Yeah. Yeah. And I agree. There's justwithout systems you can't say like, it's kind of a joke in my business that when I say checklists, they say drink because my checklists are living breathing things. Okay, we're updating it. We're changing and they live and breathe within there because they have to. We see I mean, and I tell my agents, you know, one of the benefits of working for my brokerage is I've made all the shit and mistakes so everythingthat you that I'm giving you is a checklist and the processes that you don't have to make them because I've done it. And so now I have a system to make sure that those things don't happen. I have everything in place to make sure you can scale. And my vision is to build big juicy legacies for everybody within my ecosystem. And so I'm doing that through my systemization of what I've given as a proven process of success.We're the highest producing team in the state of South Dakota. mine personally the highest producing agent in the state of South Dakota. We are number 23. In the United States, we're a small team, we're Small Giants, you know, we had 15 agents 23 in the United States on transaction count. Yep. Transaction. Yeah, cuz volume in South Dakota is not going to be like volume in Southern California. No, no. Yeah, our average like, it's like 315 for sales price. Yeah. 2500 deals, it'sno, when you're so like, this was when I'm your client, I'm a buyer. I'm buying a house. How walk me through just like how you position the VIP club? And and at what point is it like at the buyer presentation to consult when I heard before I start working with them? Is it is it always like throughout the course of the transaction, and your agents like saying, oh, when you have a quote, like because certain things are gonna happen, it's like, oh, when we get a home inspection, so here's what you could do. Here's our VIP cup. So this carpet isn't that clean, but you could rent this from us, we'll give it to you for free, you could clean it afterwards. It's from the very beginning, depending on if it's a face to face, or even if it's a web lead, I can talk you through like maybe a web lead coming in web lead, it's in every drip every isa script that they get that that's what they're being told right away that our lifetime home support model. So they're being told about everything that they get with us. It's also it's a marketing sheet that we have, if it's the driveway buyer presentation, if they're not coming in, and it's just they want to show, they're getting that right there. It's the hook. Because again, consumers humans, I should say, in general, are so so so impatient, we want instant gratification with everything. So we need those hooks to keep them with us. Because we know what they're calling us. They're calling five other brokers to so my agents are trained to use our scripting on our homes of our lifetime home support model right away, because why wouldn't they go anywhere else. And that's a big thing, too, I guess to speak to, I have, I'm creating this other course my homes, how to how to, you know, monetize your home support team partners, because that program, that part of that pillar of my business, brought in close to $300,000 last year, because I charged my vendors $3,300a year to be a part of that program. And I have a whole system I put together and how we advertise for them what they get all this process, and they pay to be a part of it, because they want to first they're gonna get good branding and marketing out of it. And they get to be in front of my clients. But I did that again, threefold first for my clients to have lifetime home support. So they get access to all these great vendors that they're going to need to help them then build those those peoples those local people's business, second revenue, obviously getting my additional revenue for my bottom line. Third, to get in front of their employees, I want market share, I want market share, I want market share, I want market share. So to be a part of my home support team, I have to have certain amount of times that I get to present my lifetime home support model to their employees. So once I get in front of them and tell them about what we're up when they have a life change of anybody they know why the heck would they haven't looked at anybody else? Yeah.You're like one of the few people I've met that can literally answer like we brand people and I'll get like, you know, way to build someone's video series or whatever. And I was asking what's, what's the difference between you and every other agent? And no one can answer that question.You canvery easily and you could do it without thinking about it. And most times, it's sort of like this. They're like, Well,I really look out for my clients.That's your fucking fiduciary. Okay, yeah.Like, that's not a pitch anymore. It's not a USP, like, I care about you.What?You should be in the business because you care that should be given 100% the best one I like is when a lender is like, Oh, I'm going to answer my phone.Isn't that your job? Yeah. Or like when someone hasn't like these are assumptions, right? And even like for you mortgage brokers listening, or any other service provider, telling us or telling like when they're trying to recruit real is telling us that you're gonna do have good service isn't a USP that's expected. Like no one ever says, Hey, come eat my food. It's gonna fucking suck. Yeah.Break. Yeah. Oh, I have the best service. Well, that's why your business you shouldn't have to say that. Because the fact that you have to say it already tells me that you don't have confidence in doing it anyways. And so does everybody else knows the same thing. Yep. Yep, one thing too, I feel.And if you're if some agencies or teams are completely against it against this, I get it. But when I started my VIP club, I also added a transaction coordination fee for my clients. I started at $199. We now charge 499.We don't get anybody toscoff at it because the value of what they get even in one year between my discount center all my HS HS t my home, you could justify you could justify no down when Sam Yeah, they're getting likely $10,000 a year worth of savings, can they opt out of it? Wait, really they have to, they have to the agent, if they opt out and the agent can't get him to sign it, then it's an agent paid. So I'm just gonna do the math on that. Okay, you guys we're talking about and this is buyer or seller? Yep, $500 times 539 transaction. This is another 260 $270,000 of annual revenue just off of a transaction fee. So people are like, Hey, how do you pay for this stuff? I think it pays for itself. Oh, gosh.And again, I have the whole system on how to monetize it all. So my trucks, my trucks, it's not a big thing that my trucks make us about $22,000 a year because of the ad space. And we just added an additionaladvertisers row is what we call it sponsors row on them. So I'll have additional ad or revenue on those. So my trucks in my enclosed trailer. But so I have a whole system to monetize it, how to sell it to the contracts, all of that to get your trucks monetized. And again, agents in teams of brokers need to keep this in mind that this is a marketing vehicle for you. Branding vehicle for you. Yeah, this is a what kind ofwhat lead sources would you stop paying for that had a shitty ROI? I mean, what? Yes, exactly. There's so many lead sources that agents just because I think our industry is the biggest one that just throws money at dumb things that don't then they don't check their ROI. But this is a branding vehicle that's out here you're making money off of we don't throw money. This industry throws money at bad things that doesn't follow up on I mean, it's ridiculous. Like, we're so in the pray and spray mentality where we just try to hire somebody, like people will try to hire us think that we're gonna fucking make them rich, okay, no, we can't make you rich, you have to do the videos, and then you will be or you'll be successful, right? You still have to put in the work whether or not you're hiring us or somebody else that's going to get in there and, and help you build your brand or whatever you're hiring for. Right there. You still have to perform on your end, there is no such thing as a magical bullet. Like everyone likes to go out and get this great big tech and these auto responders that no one ever actually builds out, because it's way too advanced for them. But it feels good to have it because someone else said you should. Mm hmm. And you want to try to get it because you think your competitor will and so you want to compete and pick up that and and right now more than anything, don't you feel this is when you should do it in every market, every market but with this market shift, knowing that there's less opportunities, there's going to be less opportunities next year in our market, there's just going to be less houses that are going to sell there just will be what's going on. Now it's time to lean in to your only thing I would be doing right now is loving on my soI and I'm going to focus on any type of prospecting or lead gen. It's going to be a very specific niche. We're doing it we're doing motivated seller leads. That's it. That's our advertising and motivated seller leads we're looking for high distressed people. Those are all I'm spending money on for Legion. Everything else is brand smart. Yep, that makes complete sense. People ever wants Leads leads leads, but who cares? I want closings closings, closings. Oh yeah. I don't like chasing after people that I like when people come to me. That's what happens when you have a brand guys and there is a difference between branding and marketing. And I would say you're you see a lot of the same gurus I do. But even within the last two to four years, I started to seven years ago and I'm like You guys gotta be marketers. I'm gonna talk about marketing then in content creation, literally, the industry Evers lead gen, everyone's talking about how to convert Zillow leads realtor.com leads how to call expireds how to call for sale by owners and all these old school type prospecting techniques that the reality is is that are really cut out for maybe about 4% of the industry that will actually succeed at those types of tactics. But the only tactic or any marketing thing that will work equally with every single person that implements that is marketing and building a brand off the database you already have because within that database they already know like trust and love you and a certain percentage of those people to the tune of 10 to 15% will be moving this year with 100% of them having a referral for you the question is whether or not they're going to use you or not. When you're top of mind those chances increase very greatly. This isn't rocket science is it Alma is that that is the biggest that's what I built it off of and before I started this like just a little background on me, I started with my broke is can be had a brand new baby at home they weren't my youngest went to his first closing when he was two weeks he's now he got licensed when he was in high school sold his first house in high school he now works for us but heI was busting my ass at open houses. I was running 15 to 25 open houses a weekend and I was doing good because we didn't you know at that time my biggest ad spend was print because that's how long I've been in the business.So busting my ass and it got to a point where I was like this does not make any sense I need I need to sendmenten my clients had that they should go nowhere else ever again, because of the service I'm giving them. And if I'm not giving it an I'm big on mine, I expect good service where I go, if I'm not giving that to them that they can't refer me right away to anybody who's making a life change. Everybody knows somebody making a life change, not Hey, who do you know who's buying who wants to buy or sell? That's the shittiest thing to ask, like, who do you know that's in a life change, anybody in a life change is likely going to be somebody I can help, you know. And so that's what that's what really the whole, this whole thing was born, it's like, there has to be a better way for me to have a foundation to make sure that I'm being referred out as much as possible and taking care of my ecosystem so well, that they have, they wouldn't never think of not referring me, you have to have a brand. Otherwise you'll never attract. Yeah, and there's a lot of ways to build the brand, folks. One, you do it through an experience. Like with what you're doing. Yeah. But you also got to do through ongoing marketing to like, there's nothing and everything you do in the business is marketing, the views you see the kitchens, you walk through the clients you meet, it's all marketing and storytelling at the end of the day. But if you don't put yourself out there and put yourself in that position, quite frankly, people just forget what you do, because you're not that important. And no one's thinking about you 24/7. But it's not their job to do that, even though we think it should be your job to remind them, they don't work for you, you work for them. Okay? So therefore, you have to take the earnest here and do it yourself, because no one can do it for you. And if Amy's not doing this in her market, trust me, there's somebody else that is infiltrating it. And that's how competitive real estate is. Everybody's selling the same shit. But there's only one person that I know of now with a VIP club that has their own trucks that has a tool shed a storefront, their own Costco, different home services, you can save up to $10,000 a year on and they happen to sell real estate.And we're the best at connecting buyers and sellers toYeah, yeah, folks, there's a lot to unpack out of this episode today. My I'm gonna do my closing thoughts and let me share hers. But it's very simple. You got to start doing something different, and create the experience that people remember. And your experience then becomes what you mark it. Amy, what are your closing thoughts? Yeah, my closing thoughts are that lifetime lead strategy has changed the way we do business for everybody I've sold my courses to it's changed the way they're doing business. So because again, it's real estate will always be a relationship, a relationship based business. And it will make you sticky to your clients. And it'll make you sticky to your agents, my average agent sells close to 30 homes a year, most of them are above 30 homes a year. And again, my 10 years with my agents is six years. average tenure is six years, so my agent stays. So again, the software I put together makes you sticky for your agents, so you're providing nothing but value. And that's what we need. As brokers and team leads, we need to provide the value of these with the built in leads. And I'll tell you what, my isa has an 8% conversion rate. You know, that's way that's like was it 1% or less than 1%? And ers is on what leads but it's the hook of lifetime home support that they get that why would they go anywhere else? So if they're interested in my course, they can certainly look me up and I'll shoot him out the information. Yeah, why don't you share your website so people know where to go and then we'll get this wrap. Okay, well, they can head out to for the course itself they can just put it out on a Asare academy.com backslash start your VIP club.And then they can reach reach me with any questions just let me stack burger.com are all my handles are at Amy at Amy sack burger real estate. Pretty easy to Google. He can't miss me.I like it, folks. This is a really really great job. You mean congrats on all your success. I love it. What you're doing I mean, like this is this is the business guys like I couldn't have put it up better. You're not gonna make in this business without branding and marketing. I don't care who you are, what you do, I don't care how good looking you are, or maybe not. Without marketing and branding, you're not going to succeed in this business. It is the number one reason we have the show. It's the number one reason why every other Guru is finally starting the same the same things. And everyone's telling you to go ahead and create content consistently to do that. And there's no one better to do that with than us. So whether you wanted to sign up with our platform referral suite, we help you create content that puts you on the map or we do it for you and turn you into a local celebrity just like we did with Ramsey who was also in Amy's market who Amy has just passed up and notoriety and YouTube use.You call real estate marketing dude very, very simple. Appreciate guys listen to their episode. And thanks for liking and subscribing to our show. Follow us on social the rest of our channels. And don't forget to tune in next week. And more importantly, I want you to go right now to www dot referral suite.com and sign up and start building a brand that people will stop forgetting what you do because that is the baseline and where you start with everything we chatted about today. Have a great week and we'll see you guys next Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is Visit our webset at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

Today we are looking at another way to combat this recession; expanding beyond your current market and your comfort zone. Whether that's expanding to neighborhood, city or state, get out of your comfort zone. It might be scary, but this is the perfect opportunity for you to expand your brand and your business. Scott is the broker and owner of Finish Line Realty, an independent brokerage that serves the Greater Louisville area as well as Nolin Lake in Central Kentucky. He also produces Real Estate Distilled, host some of the biggest names in real estate. Three Things You’ll Learn in This EpisodeWhy you should go to events and conferences.How can you sharpen your skill set?Why you need to be investing in yourself.ResourceCheck Out Real Estate DistilledReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome another episode of the real estate marketing, dude, podcast, it is the end of the year, folks. We are long depending when you listen to this recording, you're at the very beginning of next year or the very end of 2022. And one of the things we always do around this time of year is figure out well, what are we going to do next year, this is a time where people get resolutions time where people make commitments, set goals, start planning, but actually, in actuality, very rarely does that actual initial goal get followed up on there's a lot of change in the real estate industry right now. So you know, I'm dedicating the next quarter did literally talking about what the hell you should be doing are we can you be doing because we've been spoiled the last five, the world's be honest, 10 years, we've had the longest running market ever, of just nothing but list sell lists out, it's been pretty damn easy, guys. Well, things are about to get rough if they haven't been rough already. And one of the things you're gonna need do is sharpen your skill sets. So one of the things we want to focus on today is why you should go and attend. Get out of your comfort zone, get out of your city, get out of your state, get out of people you see every day, because realistically, you need to surround yourself around people that know how to navigate this market. And I highly doubt it's someone even within your own office, you need to get outside of your office and start thinking outside the box. So who we have here today is he's all over social media. His name's Mr. Scott hack. He's the Creator. And he was the guy who built the real estate distilled Conference, which is really cool conference. In the Midwest, that happens each and every year. I spoke at it a few years ago, I think right prior to COVID. But we're going to talk about events and why you need to go to them and why you should. I'm a big fan of this. So without further ado, let's go ahead and introduce our guest, Mr. Scott hack. Scott, how are you today?Very good, man. Thanks for having me on, I really appreciate the opportunity to share with your audience and talk about one of my passions and events and how you can make it a part of your business and actually, you know, implement things and make them beneficial to you. So I really appreciate the opportunity.You have you started doing this event, because you were just like an event junkie, right?I mean, part of it, there wasn't a conference that I really felt like that was a fit for, for me as an independent broker in the areas that I wanted to be in. And, you know, it's events are either put together by a coaching company, or a software company is already you know, the big maybe you guys company. Yeah, you know, but you know, it's, there's hard, it's hard to find one that's put together that doesn't necessarily have something that is, it's like a loss leader for right. So you're coming there to see, you're going to learn. And yes, there is definitely beneficial to go to ones where other people are using the same systems as you, you can find people that are doing the same workflows as you. But also just having something like you said outside the box, people operating their businesses differently, is really what I was trying to accomplish and put together a network of people that I could turn to on a random Tuesday with a question.When back in 2006, Spot seven, right when the market started to turn, I was in this situation. We're in Chicago and these things, short sales started to come across my desk because I used to rent an office next door to an attorney and the attorney was too damn lazy to negotiate a short sale. So he gave them to me. And when you get your first short sale file, you're like, what the hell you're gonna do? Yeah, at that time in Chicago, in the Midwest is always a year behind the coast, right? It starts in California, then it just comes over if it goes from west to east guys, and this is where I think you're gonna see in this market, but at that time, no one knew in Chicago knew to fuck a short sale was, however, back in California at that time, they're transacting, they're coming big, you know. And I started going to these conferences. And I remember being the guy in the back of the room at the conference. And I remember, Jeff Watson was one of the speakers at him. I saw the short sale kit at one of the speakers at him. And I sat there in the back of that conference, I said, I'm gonna be fucking leading this conference with me, I'm gonna be speaking at this conference, I'm gonna have my own conference, I'm gonna get 300 people to come to it. Not only did I end up learning techniques, but it was because I was willing to step outside the box and we became the largest short sale team in the country at that time. 25 To 35 closed a month. We're negotiating all over the country, and we had several different streams of income lined up. It was actually the best years of my career before I crashed again. And it was only because I was willing to step outside the box. When I go to a conference. My goal is to go ahead and soak up the information that I get. But what realistically happens is other opportunities I'm living and seeing Diego right now, as a result of a $15,000 mastermind I signed up for in 2013. And the person I'm partners with now happens to live in San Diego. And that's why I live here today all started from a conference. So I'm telling you guys, I'm living speaking proof of why you need to go out and go to these conferences, to have the biggest stories of life changing stories in my life have actually come as a result of them. Scott, what's your experience?Yeah, 100%. So the people who were putting together conferences, you know, I work really hard to get speakers like yourself to come and share their stories and put together actionable tips that attendees can can put into their business. But you have to remember, for every person that's on the stage, there's another 1520 30 people in the audience that also have information that they can they can share with you, and they can impart on you and you can put into your business and the conversations that are happening between the speakers that are taking place at happy hour and at dinners and lunches. Those are just as valuable. It's what's happening on the stage. So yes, definitely going into it with an open mind and not having any preconceived notions of what you're going to do or what you're going to learn. Just being willing to take it all in and then figuring that out as you're going through the process.But how do you answer the question? Hey, Scott, things are getting tight. Right now, I haven't sold a house, the markets turning sales are down 40%. If I go to a conference, that's going to cost me by today's calculation, $450 for the ticket, six to $800 for the room, and then all the drinks, which depending on how big of an alcoholic you are, might be a big budget. So how do you answer that question to them? I think I know what you're gonna say. But go ahead, go for it.Yeah, I think I think one of the easiest things right now is, keep in mind that every single person that's in the audience is a potential referral partner. So that's just number one, right off the bat, like picking up a transaction from someone else that's there. It's one of the reasons why I started real estate to steal is to build a referral network as an independent broker, I typically am pulling in five to six referrals into my little Louisville, Kentucky market where there's not a ton of people transferring in. So you know, if you're in a better city, or there's not as much competition on social media for those referrals, you're gonna do better than that. And your, your breakevens basically, you know, one good transaction and putting money in your pocket. So even if you pick up one referral, you know, over the next two years, you're you're back at breakeven on an event like this, not to mention all the other tips and things that you might put into your business, that's going to make it even bigger and better.I this morning. So I'm, I'm going to, you're like talking me into it during this podcast. But so I'm debating joining this $30,000 year, mastermind slash coaching program. For our software companies, I want to sharpen my skills for sweet assist. If you haven't heard about this, you should go get suite assist. Or if you haven't heard about referral suite, you should go get referrals suite. But I want to grow my software company and I'm looking at the cost $2,500 A month, right? So I talked to a friend of mine, Trevor mock, and owner of carrot and carrot and he cocky text me back this morning. He goes, dude, I go Should I join this thing? Should I go to this mastermind? Right? texted me back. He goes, Yeah, tons of great resources, I one little tweak can easily add $30,000 their bottom line. And he's and he basically just goes, and they go on to say like, and you hear these stories all the time, guys, it's that one little thing, you get the goal of these conferences, like you're not going to retain everything you're going to grab. But if you retain that one or two things, it's not only going to pencil, it's going to provide a positive return on investment. So you got to look at this as an investment in your skill. Your broker unless you work for Scott hack is not going to give you business, okay? They're not going to lead you in the way most times, right? It's be honest, right? So you have you're an independent, you're an entrepreneur, dude, grow up big boy pants, this is the time to do it. Put on your big boy pants, or big girl pants, whatever you want to be. And whatever you are, I mean, and you got to invest in yourself, this is the absolute best time to do it.It also like it's good to know both sides, it's good to know what you want to do. And it's also great to know what you want no interest, you know, no part of I've had people that have been telling me you know, about, you know, flipping flipping profit properties or being you know, accidental landlords, you know, buy hold, or, like investing for me, right, like two years ago wasn't something I had any interest in. I was definitely focused on home life. We were putting together some personal goals. I'm starting to get a little bit more interested so I can open my ears to those type of things. But at the time, I knew it wasn't something I wanted any part of. So I think you have to go into it knowing what you're you're interested in doing what you want no part of just like when you're taking a client to a house, you walk them through. You learn things when the house isn't a fit just as much when you walk through your house it is if it and you're getting exposed to all those things. From things as quickly as possible, and, quote, failing forward with an idea, like it's, it's easy to pick up an idea and say, Okay, I don't want to put any more time into that idea right now, like someone's already shown me why this won't be a fit for my business.I think when you look at it from No, from an investment aspect, I get it sad that we don't view ourselves because we're such an A, we don't view our mindset or skill sets as an asset many times and I'm guilty of it, too. I'm not sitting here preaching to everybody, right? I do this all the time, I'm guilty as charged. But we really need to like, the sharper your skill set gets more value becomes but instant gratification is bad, nasty drug, especially in this business, like we buy leads for leads we don't even follow up on just because it feels good. Like that has got to change, like you know, and just the you are the brand. And the more and more this turns into an individual agent, business and an individual, like what you do is you know, the technology the last year, your brokerage and a lot of the team, it's going to be your skill sets that ultimately makes a difference. And people hire you not the brokerage anymore. I mean, that's to the tune of 98%. So invest in yourself, folks.Yeah, and prioritize yourself. I mean, I was talking with an agent the other day, and they were, they were telling me, and they're here locally, so they have no excuse not to make it and that was like, she's like, I wish I could do those type of things. And I'm like, Well, what's keeping you from doing it? And she's like, well, I'm actually busy doing you know, showings and I have a staging company, and I'm thinking to myself, so you just told me that it's not a priority, you if it was important, you'd prioritize it, you know, obviously, you can tell I'm a little bit overweight, going to the gym is not a priority to me. If it was a priority to me, I'd be there. And I think that you have to make the decision to invest in yourself prioritize, you know, being a learner, my MLS, or my Board of Realtors always has this thing on the board. And it's like, those who learn more, earn more. Yeah, you know, it's true. Like, I always teach my agents, one of the very first things I teach them is like, as soon as I can get you to confidently tell someone you don't know the answer to a question, the faster everything else is going to fall into place, you have to have that confidence to know that you can go find the resource and the answer to report back to him. And that's really, what we're trying to do is just spread spread knowledge. So you can be more knowledgeable about a bunch of different things and be able to answer questions faster.Where do you eat been around a while? What do you think the market is going to hit? Like? What type of? I'll get my opinion in a second. But what do you think the market? Like? What type of knowledge would you be seeking right now? What type of strategies like what are you planning on doing? What do you plan on learning this year?So actually, three, three kinds of things that I put into my plan, we're doing a little bit more of physical mailings. So we're trying to get back in the mailbox, feel like digital has got some saturation going on, people are doing some ignoring just a bit really? Say it again,just a tiny bit. Yeah.I mean, you definitely if you can get eyeballs on things, great news, the price points will make sense, then, you know, have at it. But really, there's a lot less competition in the mailbox. So we're, we're trying to dial in on some geographic farming concentrate on a little bit closer to home, and price points that we're trying to pick. So that's the first thing. Second thing is I feel like they're going to buyers are going to reengage in the market, there's a little bit of shock that happened when their buying power, you know, got cut by a third or almost a half by some of them. But people are still having babies, they're still getting married, they're still getting divorced, all those transactions are still taking place, and people are just gonna have to readjust what their buying power looks like. And I think once that initial shock wears off, and hopefully, interest rates actually kind of settle closer to, I don't know, hopefully, five, five and a half percent, that market I think will continue to move forward. And we might have a little bit of a lower transaction count just a little bit, but I don't think it's gonna be a long term, personally.Yeah, the stats came out. Most of the market, it was like, the transactions were down 37%, November 21, and 22. But the agent count was much greater, down, like to the tune of 40% of the local agents are already out of business. So like, there is opportunity, but I think you hit on the head, I'm focusing on learning a lot about seller motivation, motivated sellers is where our prospecting efforts will be in 2022. And I'm talking about motivated sellers. God's mentioned a couple of really big tips, you guys. You can buy data from anywhere, okay, as long as you own the data, you can target people but we're creating a, a multiple options solution, because we know based on upon data, that distressed is coming, and it's already here for many people. And those sellers are going to have life changes. They're gonna lose their job. Yeah, they're gonna also get married. Okay, so not all doom and gloom. But yeah, we're focusing all around life situations, and doubling down on cost. otter,and also multi generation housing. So I was reading something the other day when they were talking about there's a lot of 35 year olds that are moving back at home. So I mean, and you got parentsafter their after their $40,000 a year college education, right that they can't afford to pay the monthly bill onstudent bill. And you got parents, the boomers that are starting to, you know, they're wanting to age in place, but not all of them can. So you know, some of them are moving in with their kids. And, you know, that's starting to take place some so you've got both ends of that spectrum. So people might need different types of housing to accommodate the with the family dynamic looks like, yep. You know, those are opportunities. I don't know. It's not as popular here. And you were talking about how things kind of started on the coast and then work their way into the Midwest. And the, you know, the accessory dwelling units, you know, we're starting to say, no, well, we're starting to hear some zoning rumblings about people. They're trying to work on getting the market ready to, you know, some sort of things like that to take place. It's not a big thing here yet, but I see it starting to take shape. So it started I mean, it's bigger out there already, right?Oh, yeah. I mean, they pass a lottery basically build anything. There's not even like rules, I guess. I don't know the zoning laws out here like it did in Chicago. But yeah, it's huge. Everything is related living here. It's just so expensive. It's an affordability issue out here, not a housing issue. Strictly affordability. So yeah, they've been in that seat, guys. What we're talking about here, though, are just trends. And the riches are in the niches if you're just realized everything we just talked about, those were all niches. Okay. And in a recession, I could promise you the riches are in the niches, they are always, but more so in a recession. And when you go and you focus on that one thing that you own, you'll actually, I believe, do way more business, I've done it before. I've seen it in several markets, it's you know, several people. The riches are in the niches, it's the generalist who's gonna get their ass kicked this season. You can't just be a real estate agent, it's a lot different to be a problem solver for people who have house problems. I can just be a real estate agent, I can be an estate specialist and help you liquidate your property.And part of that comes from the consistent messaging. Because when you're a generalist, you don't have enough opportunities to be in front of people often enough to build the brand and deliver a message that's consistent. So when there's an opportunity for a transaction, they think of you and not one of the other agents that you're competing with for their eyeballs.100% agreed all of this stuff that requires you guys again, it's the point of, we're just giving you guys talking points, you know, at the end of the day, requires you to go out and get it the informations out there. People are doing it and like, why are you trying to recreate the wheel? We do, like so many videos with people all the time. And, like, I would guess 25 to 35% of people try to recreate the wheel. And I'm like, Dude, we've done three to 4000 videos, scripted it edited and distribute over the last 18 to 24 months 3000 videos, I've done the most videos in the United States in real estate off of anybody. I can tell you what works and what doesn't. Don't recreate the wheel. Just fucking follow the plan, right and will lay off the plan. And you won't follow the damn plan. Okay, biggest lesson I've learned ever, ever, ever, ever was just don't recreate the wheel. Make it your own. And I learned that at an event. And it's so damn true. Because I used to want to recreate the wheel because of my ego was so big, that if I didn't own the idea, I didn't want it. Yeah, it's crazy.Well, you were talking about, you know, someone in an event. It's awesome. I've made so many friendships and so many mentors that have helped me across the country. And it's random Tuesday, I have an idea and I shoot off an email and get a response back that says stop being an idiot, either, like don't do that or do that. What are you waiting for? So it's awesome when you're able to generate those friendships and people who've been there, done that seen it already, you know, like you said, there's no reason to recreate the wheel. Most of the people that have you have a resource that someone that's done it that you can lean on. And people do business with people they know like and trust. And I think it's the same thing like mentors, people. They like you, they're willing to open up and share their experiences with you and make you a better agent.So you think I like Tony Robbins and all these people that we all aspire to be like and whatnot are like, don't give back there where they are because they do like you just be amazed. Just talk to him to be like, Hey, what's up, dude? Oh, bah, bah, bah, that little conversation is that one thing you sometimes get. Folks don't hold back. This is the season to invest in yourself. Like the transactions will be slow but it's gonna be how you react to the market. It's gonna make a difference between you and them. I'm going to promise you something I can promise you that 85 90% of markets not going to react right now but that alone is your opportunity. You have to get Jesse we saw Jesse Itzler to mastermind once he said you have to get comfortable being uncomfortable. Bill, and if you're not in the most uncomfortable situation, you're not growing always and that always sticks with me. So I want to be the dumbest person in the room. I want to be the most uncomfortable person in the room because when I am, I am never stopped growing because the biggest enemy of an entrepreneur is complacency. Scott once you Tom a little bit about your event you got coming up.Yeah, so real estate distilled happening for the fifth time coming up at the end of February, February 28. And March 1 and second. So we're going to be meeting in Louisville, Kentucky, the home of bourbon conference is called Real Estate distilled. We have a spirits theme. We invite people to be thirsty for knowledge and show up. We've got a what we consider a winning recipe for the conference. One part industry experts, two parts networking, stirred over three days a little bourbon tourism and served up with Southern hospitality.So yes, it's a cool city man. Actually, I when I spoke there, if I'm not mistaken COVID happened the next day. I remember being in the airport and we left Louisville, and I saw someone wearing a mask and I was like, the hell's going on? Why is that girl wearing a mask? I'm like, well, there's another one. Oh, hey, there's another one. And I remember talking to this girl next to me like this, like so I'm gonna happen here and boom. Next, you know, the NCAA Tournament was shut down. And we all know what happened from there on. But yeah, it was wild. Absolutely. But enjoy. You guys. If you guys aren't going to check out real estate to still check out all the conferences, just the stuff you learn there. It's not just the education. It's the people that you meet and you have drinks with that you go out with that night and you have dinner with like, those connections are priceless. I'm telling you, I'm living that half the people I do business with today, I actually I'd say 75 to 80% of them as a result of people I've met at conferences or masterminds. It's the only reason I got the hell out of Chicago. Thank the Lord. For that. Scott, we appreciate you dude. appreciate you sharing your insight and whatnot. Any closing thoughts you want to go outI really appreciate you letting me come on and share these I feel like you said whatever event you're going to doing events is important getting outside of your comfort zone. It's important. Meeting new people is important. Learn don't stop learning. Stop learning you stop growing you stop putting effort into your business and I think that there's there's a million different ways that you can do the business and I think that finding something that you're passionate about is what's important so go out there and learn something find something you're passionate aboutlove it i folks balls in your court Get your ass out there do some different start getting very uncomfortable start get comfortable being uncomfortable, as Mr. Jesse Itzler would say appreciate guys listen, another episode of real estate marketing dude podcast. If you have any additional questions, let us help you with your content strategy or Let us at least help you generate more referrals. We have a software that helps you script that well. We could give you all of our scripts so we get video email, direct mail and stay in front of your database on social media no more thinking about what to say or do on social or email or direct mail. It's all done for you all you got to do like I said before is follow the damn system. Have a good one. Merry Christmas. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are talking about how investors are handling this recession. Like agents, they have to adapt to survive this market, and with the right strategy, thrive.Martin is the founder and host of the Stroudsburg Real Estate Investors club. With his leadership the group has gone from zero to over three hundred members in less than two years. He currently manages and operates a Real Estate Investing firm operating over five million dollars in assets and he helps investors get above average returns by investing passively in multifamily Real Estate with him and his team.Three Things You’ll Learn in This EpisodeHow do you make sure everyone knows your name?How are top agents thriving during a recession?Why you need to be making content and developing a brand.ResourceCheck Out Martin's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscripts:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks, where we chat about today is how you diversify. When the market stops transacting by 33%. What are you gonna do during this recession, this is gonna be the best opportunity that most of us will see to actually start building wealth and you don't make a lot of money when everyone else is buying houses, you make a lot of money when no one else is, because that's where the opportunity is. And if you're not adopting the mindset of becoming a real estate problem solver, right now, people are going to be eating your lunch. So what I wanted to do today was bring on a investor, not any investor, Latino investor. That's why we got on the show here, because we support our Latinos on this show. But what we're going to talk about guys is sort of how to start thinking outside the box, here's the reality, right? You're gonna, there's gonna be a lot of opportunities. And when the market shifts like there's, there's gonna be recession, people are going to be losing their houses, their jobs, and other things. And they're going to need help. And this is why every real estate investor in the country is self attaining on the sidelines right now. They're not getting in yet, but they're just sitting there. They're putting on their helmet. They're strapping on their chin strap, and they're putting in their mouthpiece, because they're about to go to freakin feast. And that's why these markets are so exciting. And real estate agents, lenders, you guys are in the best position to take advantage of this different stuff. So we're gonna get into that a little bit further right now. But without further ado, let's go ahead and introduce our guest, Mr. Martin. Perdomo. A Superdome. All right. That's correct. Port demo. All right, Martin, why don't you go ahead and tell everyone Hello, and tell him a little bit about yourself. Hey, everyone. Thanks. Thanks for having me, Mike.Really appreciate it's an honor to be here on your show and talking to your audience. I've been investing in real estate since 2007. Man I first fell in love with real estate. When I was 1616. I grew up in New York City, born and raised in Washington Heights, and those of you that are familiar with New York, that's the hood man, it's rough in the 80s and 90s. And at 16th on my 16th on my 16th birthday. My mom kicked me out for the ninth time she said it says she got home she kicked me out. And I quickly realized my sleeping in trained and and rooftops and and parks in New York City. And then the beaches in Far Rockaway Beach, that human beings needed something really important that shelter and food, right. And that's when I first fell in love with real estate, I made a decision unconsciously that I was going to own a lot of real estate, so I never have to go through that pain again. And that's what I've done. So that was, you know, that was my debt. When I made that decision. I bought my first investment I bought my first real estate piece of real estate when I was 21.And I bought my first prop my first investment in 2007. So I was a mortgage broker. And you know, I was the guy giving people those all those bad loans. subprime loans. I was countrywide days baby. Right. I remember that remember countrywide and all those never, never before in the history of real estate has a college graduate at 21 years old had the ability to make 750 to a million dollars a year just right out of college at their first entry level job. That's the type of market it was for those you guys that weren't around back then. It was crazy man. It was we were making so much money. I rememberMike being in my conference room with my sales team and telling them I didn't know what I knew now, right? Obviously, and I remember telling my people say, Hey, man, we're giving these these loans these 300,000 loan to someone making $40,000 a year. Fundamentally, it just doesn't make sense. But I wasn't intelligent enough. I wasn't smart enough astute enough to know how to look for the opportunities. I didn't know how to prepare. Like you said, when we started earlier.The real estate investors are salivating right? They're chomping at the bit right for the opportunities that are gonna come.And you know, last year I was saying the same thing like this is not sustainable people offering me $60,000 over asking over the weekend, like put a property in the market and it's like I'm like this shit doesn't make sense. Like it's like deja vu right?It's not gonna sustain long term. When I say one thing real quick why he says that you guys gonna support point I mean cut you off. The 90% of the markets never seen a market like this. Like the agents out there. 90% of them never been through this market. Because 90% of licensed real estate agents have never seen a shift. Alright, we've been on abull market for 12 1314 fucking years. Right so no one knows what to expect, including some of the top we have one of the top agents here in San Diego, I got a little Facebook's back. You're listening. I'm talking about you, bro.The market crashed up. It's like the top agent and Sandy Berg's ever gonna crash been doing business seven, eight years? Do you guys all have egg on your face? For anyone who's saying the market is crashing? Whenever it goes up like that it is unsustainable In today's internet. Today's it's not a supply and demand issue? I don't think so. They're people want to buy houses, even though they're they're overpaying for them.It's an affordability issue. Right now that that said, that's one of the reasons of why we decided so I told you told your audience earlier we flip houses, right? So we decided our strategy now is when we flip, right? Because you got to be careful when you're flipping houses in a market like this.What you're doing, you got to really understand the data. And that is one of the things that you know, I learned from 2007 After buying my first, like 100 bought my first investment 100,000 I was $100,000 underwater, within two years. Pricing property was worth I bought it for 272 75. Same property was worth 179 Two years later, and you bought in oh seven. So you got caught your pants down? Yeah, man. Yes, sir. However, I just saw a comp of that property burned out. I had college kids and they burned it down. And that saved me. But I just saw a comp, I just bought a triplex not to combat a month ago. And the appraisal comes in here. He's like, Hey, what are you gonna bring that in at? And he's like, I don't know yet. But here's my comps. I just saw come for a property two doors down from there. Same like exact square footage of that property sold for 385. So my lesson, right? Is Real Estate is very forgiving long term. Right? If don't wait to the good old saying don't wait to buy real estate, buy real estate. Don't wait. So even if I would have hung in there 14 years later, I would have I would have I would have turned around to give up. Yeah, yeah. So so so if you know, it's about that mindset of having that long term thinking in terms of long term and not just right now, when you flip properties,like some of the things that one of the strategies I do, if you don't know what you're doing, and a lot of the pretenders are already out, right? You got Redfin just left you got glass door, leftdoor,or whatever their name or open door, whatever the name of that, like glass or that's, that's a really good way tothey all got out. And I remember talking to my team Mike, last year saying, you know, those guys can compete with us. And the reason I say that those guys can compete with us is because while they have virtually unlimited funds, right, they have all this money. We're intimate in this market. Can you imagine those of us that are seasoned? Alright, think about this for a second. Those of us that are seasoned investors.What is the toughest part of the rehab process is dealing with those freaking contractors, right? That is the toughest part, right? Those contractors will eat your freakin lunch. And can you imagine what contractors if they try that shit with us? And we're local, we're here we have boots on the ground. We have a team assembled everything. What are they doing when they get a call from Zillow? Hey, I'm Zillow in California and I want to rehab they're killing those guys. Right there. They're like, can you imagine what they're doing to them so and no disrespect to them not not throwing shade on them I just on a one to one that really can't compete right with us locally, because we're local, right? They're not they're not in the business of making money. They're in the business of spending money.And they have to spend X amount of money in those hedge fund worlds, whereas the mom and pop or the individuals are actually in the business of making money. And when I never understood what all these pods is, like, why you guys like out and like the worst times to buy, like they came out in oh seven, two member they started buying and they went out right away. It's like, Dude, you got to you create the fun, like in six months from now, then you buy all the properties, you know, by him whenever I was paying peak dollars for him, that's just like, you would think that they would do like more research on like how real estate works for these high end funds, but none of them do because they're just spending money. Like a drunken sailor. It doesn't make sense to me like, like, I study the data man. And I'm like, you know, what, why would you like why are how are you guys justifying those decisions? Right? One of the decisions we made earlier this year when we saw this, all the correction and interest rates going up. Actually, late last year, I said we're going to now shift to when we do flip a property we're only going to do properties be low sub 250, right? ARV is up to 50. And that's because in our market that's considered affordable. And what I did was I went back and I studied 1981 when interest rates were 16% Right?those kind of environment that we're kind of projecting we're going into. So I studied what investors were doing that and right. And I looked at, hey, people were still buying houses. I bought my first house in 2000. And it was I paid I had an FHA loan 9.75% interest rate was my rate, people are bitching about 7% interest rate right now, I'm like, stop it, stop, like,you know, that's not my first investment. And I was a mortgage broker, and oh, seven was 7.75. Right. And I had a 740 credit score, and I was a mortgage broker, I gave myself the absolute best deal.And so we decided we're going to only buy properties that are in the affordable space, because in 1981, the investors that were making money were were were selling properties that were affordable, then we feel based on the data income and things like that, demographically, we feel that 250 Regardless of where interest rates go, we give a good product, good clean product turnkey, we're always going to have a product, we're always going to have a buyer for that. So it's about studying the market, right, Mike? Like really knowing your shit, like really just studying and understanding what it is that you mean, I can't, I can just go buy a house and throw on some paint and granite countertops, stainless steel appliances, refinish the floors and make a bunch of money. That's what that's what the novice is doing. That's how they lose money.So let's see here. Here's you guys, if you listen in to what he's saying, like real estate investors are a large part. I've been become investor friendly. First and foremost, like for all the realtors listening to this guy become investor friendly. Because that's where the transactions are gonna go. Like, would you rather work with an investor that does like 10 houses a year would you rather work with one individual buyer is going to pitch about the GFCI outlets, and their dad is going to come to the inspection and give you a heart attack. So which wild you really want to go with it? And with that you're going to have this is why I bring him on the show is because you're going to have these conversations. I got some questions for you, Martin, because there's a lot of agents and I want to get more into your strategy. But the question for you as would you like if you had like First off, I mean, investor friendly real estate agents, you really know what I'm talking about like that know their shit, like investor friendly people that are gonna go out there and source deals for you. People that did be like, Hey, yo, do you know like, the zoning in here is way under built. If you brought this to its highest and best use, you could probably do this with that. How many people are talking that way?Dude, I host the local real estate investors meet up in my market. And I talk about this exact same exact same thing you just bought up. There is a handful, maybe three in my market that I can that can have that kind of conversation with me. And not it's not the realtors fault. They're taught to stay out of trouble. In real estate agents school, they taught they're taught to be scared and this is they've taught that anything outside of a mortgage traditional 30 year mortgage or 15 year mortgages Oh, it's illegal. And they and this is what I tell Realtors when they come is learn how to provide value to a guy like me because I'm the gift that keeps on giving right? Like I'm the gift that you know I'm the guy that's gonna give you transaction after trends you want to partner with guys it doesn't have to be me but a guy like me right? Fortunately for me my wife is a realtor so I've trained her on how to think as an investoryou got you guys are probably like going to like Valentine's day talking about cash on cash return and cap ratesyeahunderstood how to speak the languageand how to provide value to like just exactly like a ton of money with with guys like us that are we're constantly buying right the you know we're not going to pitch about little GFCI outlet we're not gonna bitch about the roof and a bunch about this like we just wanted to do it makes sense we run the numbers it makes sense our students do and you sell it to us and you're going to step in and then you're going to sell it for us so it's a double whammy right that's that's Mark playing that's playing a small well most people don't think that eight investors have a bad name like really agents Oh get the investors waiting someone's getting ripped off that's not true like guys got I'm gonna rewind what happened in oh seven people are gonna need investors to bail them out. I mean, that's just what's gonna happen. Investors yes, they make money but so do you.Right? Are you are you a dick for fucking selling me a house at a 5% rate that you just put on the MLS and you just let the MLS sell? Let's be honest, right? So you have to open your eyes to this stuff you guys and that's my only goal to show today is to really get you thinking outside the box get you guys really looking at why not only do you want to become investor friendly in this upcoming market, but also work with different investors and honestly, like, Who here wants to sell real estate for the rest of their life? Nobody. Nobody can last the reason why 90% of the business hasn't been throughshift like this is because no one last in this business for more than 10 years because it can be a grueling job. And most of the people that start out and do very well become investors themselves, you would think that makes common sense. It's like sort of the natural progression of a real estate agent, learn the market, go in there, and then eventually become the investor become your own best client at the end of the day. So let's get into some of these strategies. Now just wanted to pick that up, because I want to point you guys in the right direction to head during this recession. Because just do it, trust me.Where I wouldn't had as just being a regular residential agent anymore, I just would stay away from a adept it's time. So let's get into this, you're gonna go into the buy and hold, which is attractive. A lot of investors like to make a quick buck. It's harder to find a buy and hold. Let's get into that. strategy. First. Buy and hold is different by the bind flip. Guys, I'm sure you guys understand that. But what do you look for in a buy and hold? Like, I just want to play real estate agent and you play investor? That's what you are. And I paid you What do I look for? What kind of properties are you to buy? What's the strategy in this? So when I'm looking for buy and hold, I'm looking for bigger plays. But if you know, I don't know who your audience is, let's just I just bought a triplex. Let's just Let's just Let's just look at that right, I just bought a triplex a couple blocks from here. So that's the most recent one I bought less than a month ago. And when I looked at that, I look at a couple things, right? It's a little you run the numbers differently, right? I'm looking at, I'm looking at Cap rates, I'm looking at income, I'm looking at value, add opportunity. So So those of you that don't know capitalization, what capitalization rate is capitalization rate is my rate of return on my on what that's the rate that properties are trading at,in a particular market, right. That's how you could calculate the value. So I look at a What's the rent? Was it current rent, and that particular asset? And then I look at what can I get this rent to? And what do I have to do to the place to get it to that rent? So for instance, if I have four let's just say make even even if even numbers if I'm getting $36,000 a year for let's call it $40,000, a year from that triplex currentlyperforming so it's underperforming by like 15 grand a year, right? 15 grand a year, so I can get it to 15 to 55,000 hours a year. How much money do I have to put into the property? To get it to give me that? And then what's my valuation once I increase it to that income? So it's a it's a little bit different? Beast, right? I'm running different animals, and I'm running different different numbers. And then can I exit on a refi?too, to burn it. And maybe the people know that you're people familiar with the buy, renovate,rent, refinance, and repeat. If I can borrow it, then what's my, what's my, what's my tenants? Andwhat can I refinance it out, and while they're still cashflow, so there's a lot of different moving parts. And I'm looking at, for instance, this particular one, Mike, we it was a three units or three unit. We have crappy tenants in there, places falling apart, it's way underperforming, I mean, the rents, I can get another $600 in rents, what do I have to put into it, though I have to put in there's a hole in the roof like roofs getting done tomorrow, there's a hole in the roof is just falling apart. I have no idea how people will live like that. But my value add my upside in this particular and agents pay attention if you're predominantly listeners or agents. My value add was that there is a there's a meter in the meter base electrical meter base, there's a fourth meter in the basement. It's a walkout basement. And that was grandfathered in and there was an apartment there at one time there's a kitchen and already a bathroom in there. It's full of junk right now. But that right there turns changes that whole property, I can go in there now. But a new meter, put it rewired, put new, redo the bathroom, redo the kitchen, turn it into a brand new place, right, and I go from buying that place, I'm gonna wind up putting about 60 grand in rehab into that property. Bought that place at 219. These let's call it 201 96. Let's just call it 200 200. I'm going to put 60 in and I'm going to have 260 The after we call it ARV after repair value the new valuation because I'm fourth appreciating it the new valuation of the property projected after I'm done it's $475,000. So what can I refi it out right what what can i What can I get with that right? How much equity do I have? I just created a ton of equity for myself. This particular and I have a cash flowing asset and the asset will be paid by the by the debt is paid by the residents. And I keep the assets and I still cashflow it's a win win win win situation. You got to know how to buy. I don't kind of give you the long, long view. But that's theAre the Fit kind of the 50,000 foot view of all the moving parts? When when I'm looking at buying multifamily now something that's small, I'm gonna look at it. That simple, right? Something bigger, we purchase a 57 unit earlier this year. And that one similar strategy Hey, what was the wrench wrench for 700 we pushed him all the way to $1,100 a month, we sealed the driveway, we dropped about 200,000 The property did a bunch of a bunch of things to add value to the place. And we forced appreciate it. The asset at that scale. Now we force depreciated by about $2 million in less than a year. That's a bigger scale. It's a little bit more sophisticated, but it's same same, same product Minister same process. And if agents just learned how to like if they just got educated, listen to guys like you and learn how to do things like this man, like, like, learn how to run these numbers and bring deals like this to guys like myself. Holy smokes man, like, sky's the limit for you. Your life will be so much easier. I do have a question for you, Mike, what do you rate your projections? What are you seeing?2023 is going to look like? I think it's going to change on where you're at geographically. I think the blue states are gonna get their ass kicked. Like they already are. I'm in San Diego. They're getting crushed.I think it's an affordability issue. So the high peak markets, the Phoenix, Las Vegas, all of California.The Midwest markets seem pretty safe for the time being. But yeah, it's because I don't everyone, the typical real estate agents, oh, supply demand, there's demand. And they're just reading these talking points from National Association of Realtors. Right. But in reality, no one's considering gas prices, no one's considered inflation. And no one's talking about the stuff that takes the average Joe out of the market, and more concerned about what's going to happen tomorrow for their kids. And that's the reality of it. The average nope, people don't have savings. You guys like people act like there's a bunch of people have savings. No, the vast majority of people out there have are living paycheck to paycheck. And when everything goes up two or $300 up a month, like I'm sorry, you no longer think about buying that house, you think about your future kids tomorrow. So I don't think it's an a supply and demand issue. I think it's all affordability. And I personally think that our government is trying to crash the real estate market. That is many evidence of that they're trying to why they're doing it, we won't go into conspiracy theories. But point being is that it's happening. Right. So now with that, I think that as the recession hits, and the more and more stuff they do to crush the market here, there's gonna be people that are in distressed, and if I'm focusing on anything gets motivated sellers, and that's why we built owner advocate.com. So if you guys wanna check that out, go and check that out. I'm going all after motivated sellers. But I believe everyone needs to be a problem solver. Because when I do know from the last crash, if you guys been listened to show I mentioned a couple times, but we are Big Short Sale 25 to 35, close short sales a month, I was buying a percent of those and flipping them. But I didn't care about the transaction, what I focused on was just helping people. We did that for about two years in a row, largest short sale team in the country, doing the exact same stuff that I believe is about to happen. It's not going to be as bad as it was in oh seven. I don't think they'll I think they'll Don't ever let those foreclosures go to public. I think they'll transact and behind closed doors to the funds, and all the other things so that the public perception doesn't crash like it did last time. But there's going to be a million opportunities for the mom and pops because the eye buyers are now exiting. So there's our big cash buyer competition. And where you're at a smart like focusing on the lower dollar, the affordability within your issue is probably where I would play too, because no one knows what's going to happen tomorrow. So if you're rehabbing, I wouldn't go for the luxury rehabs right now, I wouldn't even touch them. I don't even think about them. I would do exactly what you just said. You want to be right. And the affordability areas. It's not supply and demand affordability. That's your issue. And nobody wants to get caught with their pants down. Because I could tell you I know I tell you so many people who have like I said, you guys, we both were both talking here. We both were around and oh seven doing the same stuff. And you just have to be a little bit careful. Now on the flip side of that, get excited because I'm not trying to paint doom and gloom. I think you'll have more opportunities. I think it'd be tonic opportunities right here in San Diego because I think it's going to crash you here. More so than like Florida.The Texas is the Florida's all the inbound states are still inbound. We have clients all over the country, and they're not as effective as much. But the Midwest states I think are going to be safe. But the high end luxury is what I'm seeing struggle right now. The higher end of your markets.Yeah, I'll share this with you. I went to a conference and I'm not gonna mention the conference name. It was in February, in Colorado, because I don't want to I don't want to put them in bad light. But it was this very same day, Mike that that Ukraine got invaded by Russia. And so I just flew into Colorado.And the news hit that morning and I was like, Okay, this is great. I mean, the biggest commercial real estate investors conference in our, in our industry, right, one of the biggest. So we're gonna talk about this stuff, you know, gas is starting to soar rightly, all these things and we're gonna talk about and I was so disappointed man.To your point ofwhat you said earlier how people are getting affected I was so disappointed that you had some really smart people there were people from Marcus Miller champ really, really intelligent people. And they were saying that interest rates going up at that time probably interest rates had just started going up, interest rates going up, gas prices going up and electricity going up to the level that it is right now. 30 40% increase in some some places in electrical and electrical that it was not going to affect multifamily apartment buildings. And I was so disappointed dude, I was so disappointed. I was like, how could you insult my intelligence? How could you insult my intelligence I flew all the way out here from from Pennsylvania to Colorado and you insult my intelligence and say that this war is not going to have an impact that interest rates is not going to have an impact in that we're just going to keep riding this gravy train. It's an absolute insult you understand what I'm saying?when gas prices go up and your average working class person gas prices are going up again have you looked at the gas pump they're going up because OPEC cuts production? Oh the elections over of course they're gonna Yeah. Right. Exactly right. So so so when when that occurs, right gas prices goes up and now regular Mom and Pop working class America has to spend another two or $300 a month Do you not think is going to impact my read collections? Do you not think is going to an electrical now you got to spend another 20 another 20 30% Extra in to heat up your apartment? Do you not think that's going to have an impact like you are foolish? If you expect me to believe that and we as Americans as individuals we have to be able to look at this stuff we got to be listened to people and discern and make our own decisions as to what makes sense and what doesn't make sense. I wouldn't I would go out and say that especially as a commercial because the same thing happened oh seven I was one of them. Markets number one that's what I got caught with my pants down Marcus I forgot about always appreciate the market doesn't go down. It was just my my inexperience you know, in the market. Like what you said earlier? Yeah, if you stick it in the long run, you're always gonna win. But there will go in and out and out. Like it's like we've been sampling the crypto right now. It's getting its ass kicked.But you have to just be ready to just no one knows the answer. But when things are going good no one ever wants to talk about what the negativity of it because the same thing happened. Same thing in the residential side. I was like, oh, Martin's gonna go you should buy right now. And I'm always like, Dude, I wouldn't freakin buy right now, this guy just paid off my old neighborhood, there was a house listed for three mil and it sold it for $1 million over list price. $1 million over list price. Insane. Like it's crazy, like, and then you would think that the people buying those houses aren't like you would think they're intelligent, and they think about this stuff. But they're just most times that people are buying in that price point they have so much money, they don't really give a shit like an extra 500 $250,000 isn't going to do much. But you're right where it's gonna hit his middle America. And it's gonna hit that middle America right when the spot that you're playing. So you're gonna hit distressed assets, plus, you're gonna be able to liquidate them and exit out of them.You know, what was the most interesting thing last year, when when we were flipping last year, I had quote unquote, investors. First of all, most of us investors, we don't buy real investors. And if this is you, I'm gonna apologize for you up front if you're an investor. Real investor knows how to find off market deals, get off market deals. You've mentioned it multiple times.When I had the funniest thing to me was when I had I sold multiple properties last year 40 50,000 over asking price Mike to quote unquote, Airbnb investors. And I'm like, holy shit how I'll be buying this property. You're gonna be buying that back in about six months. Back in a couple years, right? Because I was like, I look at that I'm saying how are you making these know how you penciling these numbers? I caught what investor buys first of all, you're not an investor. If you're paying 40 $50,000 over asking on the retail marketing, you're competing with retail buyers. Like like likeyou love and you competing with retail buyers. You're not a real investor. Right because a real investor is not competing with retail buyers. We're not buying to live retail buyers have the luxury of overpaying and falling in love with properties. We don't fall in love with properties.It is we running the numbers. The numbers gotta make sense if the numbers make sense we do with you. Yeah. Sherry non-emotional either works or doesn't. Like, that's why I like it.It works or it doesn't. And that's a problem with a lot of real estate guys, a lot of real estate agents. We investors have a bad rep amongst the real estate agent community at times that all but at times, oh because they look we lowball Well, that's how we make our money understand that we have to buy at a certain price point in order to be profitable. If we pay what mom and pops pay when they buy like a regular tradition. We can't be profitable. We can't We can't make a profit. Yep, make sense? What? Any final words here like what? You know, where do you think we're gonna go? You think you're gonna do more holes here? You're gonna do more flips when you think the markets gonna head? Back to you? Yeah, well, we're, I think that the market is headed for a correction. But I got to tell you, Mike, I got it wrong. And 2020 I got it got it wrong, right. 2020 I was preparing I'm salivating when when COVID hit. I was like, Yeah, this is it like this is it? I did, we're gonna I got it wrong and went the other way. I'm looking at the data, or the fear mongering has already been done. As you know, it's already all over the media, that rental housing market and this housing market that? Well, I gotta tell you, man, I just looked at the numbers. I spent a couple of hours this week looking at the numbers in my market, quarter over quarter. And men were steady, like, we are still steady. We are still like, like, I'm like, okay, yeah, interest rates are going up. People still buying. I'm looking, I'm comparing quarter over quarter like what's happening, comparing it to last year. And it's like, it's steady. So my advice is if you're going to be playing and you're going to be investing is don't be listening just to the media and word even. Don't even don't even listen to me, right? Like, if I'm telling you something, go do your own due diligence and research it and do your own due diligence. Pay attention to what's happening in your market prepare. Like I was saying, I got it wrong in 2020 I thought that we were going to the market was gonna blow up and I was gonna buy a ton of shit. And it was gonna be, you know, an amazing time. It didn't it went the other way market just demand went up, prices went up. Remember that?I could be wrong man. I, I looked at I'm looking at the data. And wow, the the interest rates are going up. And in some markets prices prices are coming down for sure we are seeing prices, but a crash. I don't know. You know, what I what we're doing is we're staying couple things. We're staying disciplined with our numbers. We're buying, right? And we're planning for a worst case and we're getting ready for if that crash does come, where we're going to continue to buy, what we are doing is we are staying in the game. We're not going to stop playing. We're paying attention. We're watching the data. We're being disciplined, and we're not deviating and we're not making any crazy bets right now in this market, because we don't know where the market is going. Overall, we're staying disciplined, and we're studying the market. We're watching the data closely. And we're watching where things go. We're watching what the feds are doing. Like, if you're in this business, you need to be paying attention to what the feds are doing. You need to be paying attention to what they're doing. I do you believe that there will be opportunity in the multifamily space. Becauseyou're here. Here's my thought, right? There's guys that had that bought larger multifamily bridge, in the garden bridge loan, were 90% LTV, and their margins were thin. So because those guys that were betting that the market is never going to stop and rinse, we're never going to stop going down and all that shit, right? Those guys that had thin margins, and their value add was 50 or 75 or 100 bucks. And now they're in this position where the banks the capital markets are saying wait a minute, rates are going up, we don't want to now they can't cash flow, and they can't make those numbers pencil out at these ratios, though things are gonna go going to be on sale next year, just just because of interest rates. So that just makes logical sense for me, I yeah, man that that's an error of the get those people with those bridge loans that can't refi into long term, they're gonna be in trouble. If their margins were thin, and they were betting that it was going to rents were going to continue to go the way they're in trouble. Those guys are in trouble. They're going to have to fire yourself. So I'm gonna be looking for those and I'm going to be for those larger more times. But as for the single family, think about it, brother is not like when you and I were back in oh seven, right? Where it was those two year arms right? 9.75 gonna reset in two or three or four years. We don't have that. Now, we have an inventory issue because people are not selling they have those two 3% interest rates. They're looking at this or saying we can weather this where am I going with it? Seven 600% Right, where am I going? Right? So so it's just a weird time. It's very different. And I'm just we're just preparing my advices prepare, getting cash every position but be disciplinedBe disciplined with the numbers and pay attention to where the opportunities are, where the puck is going, right? where the opportunities are good in either way, like it's around how you buy, right? It's on how you sell or when you say it's on how you buy, you got to buy, right, and you're good no matter what it is.And you guys just got to be careful. But I mean, just by listening to the show, you guys, can you see how you could reposition your brand and niche down in these times when the residential market slows down a little bit, you niche down, you find a niche. And that's what you lead gen. And you do one thing really well, real estate investors never have a listing issue. And I don't understand why agents ever do. And it's because they know where to put their solution and who to put in front of us is why I'm saying become a problem solver, guys, people are gonna need it. And there's gonna be a lot of opportunity out there. The only thing I would saythe one number and I agree with everything, the one thing I'm worried about, what I would put is that anyone who bought from 2022, first quarter to 12 months prior, and I'm talking specifically about the FHA as the VA loans and the 100% of your financing, like all those people, if the market does shift, like in California, we've already shifted 5.3%. So the cost of sale is 8%. In 5.3%, if you only put down 2%. Those people are already underwater. Yeah, that is that's the that's the one that's the thing, I can't get my head around. Becauseonce people see that they're underwater like Phogat. Done SWAK. That's what happened. That was the snowball effect that took place last time and I can't get my head around that. So yeah, the affordability but people want to buy people are out there that they need to buy. But they're like worried about the affordability aspect of it. But there will be a lot of opportunity. Regardless of how you look at it. Go ahead where you say, there definitely will be opportunities. My the other side to that though, Mike is yes, there's already people under water agreed agreed with you, we've seen a 7% drop in value here. We peaked here in we peaked here in April and April of this year here in the Poconos. And we've seen a 7% drop April to now which is a significant amount of time, and that's a lot. That's a big significant drop. However, the the other side to that is you have those people right to have those fHh vas, they still have those two 3% interest rates.So while they're on paper, on their water, on paper, they're on the water, what's their payments? And remember, what do people buy? You know, and this why they buy payment, they buy payments, so Hey, am I going to walk away because on paper, it says I'm 50,000 on water. And if I move my payment, my expenses for my family is gonna go up. So it's again, it's a tricky time. Like I've thrown that shit around in my head. Yeah. Tricky time. When when people pencil the numbers out, okay, do I walk away? My payment is 1500 for this 350,000 Not alone? If I go someplace else, what can I get for 1500? Right? What kind of Prop work? Can I rent for 1500? Why would I get and people have to do that math people will do that math. Some people will smart people will do that math.Right. And it's like, and like I said earlier, if you buy real estate and wait over the long haul, if this is you and you're listening, remember what I said I bought mine in oh seven for 2000 for 275. And oh nine that was 100,000 it was worth 179 and 2022 Property two doors down from there exact same property a duplex sold for 385. So if you hang in there over time, over time,real estate is very forgiving over the long haul. If you can think the long term can weather the storm maybethe data has shown me that and my message to your listeners if you're listening and you're that homeowner is hang in there and think of the long haul, right because you're gonna just make it worse for your neighbor for the economy for everyone. So if you couldn't hang in there, hang in there. If you're distressed now and you have to sell you have to sell because you lost your job and you have no choice that's a different that's a totally different story different conversations and you know guys like Mike and myself will buy themfor short sale, right?Well, you hang in there very interesting dude great conversation. Why don't you go ahead and give our listeners your closing thoughts where can they find you? Where can they learn more about your business some of your trainings and whatnot. Yeah, so so you guys can find me on check out my podcast Latinos and real estate investing podcast on Instagram. As the lead strategists look me up the lead strategist. I have a ton of stuff or you can check out my YouTube as well. I have a lot of content on YouTube. Lead strategist where I put a lot of my rehabs and a lot of a lot of cool stuff on there live videos of evicting tenants and things like that I show I like to share with people the real the real stuff, a lot of a lot ofguys out here like to show the fluff. I like to show the real, real deal.Open upI have a video like that with the with the actual constable putting this lady out. And it's interesting because people on the insert in the Internet are like, Oh, you're such an asshole. You're such this. What people don't know is they don't know the full story right? They know the full story like, Hey, I gave this lady two months free rent, I let her like, this is it like, you know, like people don't know the full context and the internet is kind of brutal like that. So anyways, go check it out. I have a bunch of stuff like that out there where we put it out real life stories. It's not a pretty business. It's a profitable business but ultimates a problem solving business, right? Someone you don't make really good at solving problems, someone's problems. That's all real estate is, Folks, we appreciate you listening to other episode the real estate marketing podcast if you like what you heard today, once you go check out one of our products is called owner advocate agent.com. If you need to sharpen in your listing strategy and get more investor friendly, that's where you do that. And if you need seller leads, we have all kinds of a for you. So go ahead and look at that. Check that out and keep listening to our show. You can reach us at real estate marketing do.com referral suite.com or the owner advocate.com. Appreciate you and have a good week and I'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 time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we have a returning guest, all the way back from our first ever episode! We are bringing the in the big guns to help you survive this recession. Most agents have never seen this type of market but some of us have not only made it through, but leveraged it to put us ahead. Find out how.Michael Hellickson sold real estate for over 20 years, listing and selling over 100 homes/month, and carrying over 750 active and pending listings at one point. He began his real estate career in 1991 and has been among the top 1% of all agents nationally, before he even graduated high school! At the pinnacle of his sales career, Michael and his team were literally #1 Nationwide, out of over 1,000,000 real estate agents/teams!Three Things You’ll Learn in This EpisodeHow do you make sure everyone knows your name?How are top agents thriving during a recession?Why you need to be making content and developing a brand.ResourceCheck out Michael's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome another episode of the real estate marketing, dude, podcasts, we're going to do a little bit of a throwback. Today, this show was started in 2014. And I had no idea what I was doing. I used to pay someone $750 a month just to publish for podcasts for me, which is insane today. And all they would, they would just publish it. But you know, I didn't know what I was doing. And honestly, with content creation, you just sort of figure it out, you get better as you go today. I could have I could talk here for 60 minutes. And I don't even know what I'm talking about with my guests yet. I have an idea. But that's how skilled I've gotten in podcasting. And they're, and they're one out over time and so differently with video, guys, when you want to build your own brand with video, you have to do it consistently. And you'll get better as you go just like anything else. So the reason why I'm bringing that story up, though, is because the very first episode we ever did was with our guest today, and this was in 2014. And it was probably a terrible, terrible, terrible episode. But we did it right. And this is even before he started his big thing, he was just starting this at that time. So it's gonna be good show we're gonna catch back up and most importantly, today's what I want to focus on. And I know that a lot of you guys are scared, it's the fourth quarter. And regardless of what the market is doing, the fourth quarter is always a time when you work on your business and get ready for next year. Right while the market Christmas Thanksgiving, things typically slow down a little bit during this time of year, it's okay. But you don't slow down to you start working on your business. And that's what we're gonna focus on on this week's episode. So without further ado, we're gonna go ahead and introduce our guests, Mr. Michael hellicksen. From club wealth. What's up, dude?What's up, brother? It's good to see you. I've heard them a little hurt when he said, you know that first episode probably suck. I'm like, wait,I was talking about my performance, not yours.But that was a long time. And you said that was 2014? Is that right? Yeah.2014 was the very first podcast episode, which brings it to about eight years of doing this almost every single Saturday publishing the show, books. That's what content creation does. There's a reason why we got at 1.4. Now, maybe 1.5 million downloads is because we're consistent with content. But that's another show. And if you need help with that, I want you to visit referral suite.com Because we'll help you be consistent with your personal branding. But this is not about me today. This is about Michael hellicksen. And we're going to talk about what you guys need to start doing. If you guys don't know, Mike, let me give you a little bit of introduction, if you will. Michael used to be one of the top agents in the country. And today, his son who was How old is he? He's 21 years old, I saw this kid grow up and he was he was 12 When I first met him his son, okay, this is the type of coaching Michael does his son just closed or just sign how many listings in his first year in realestate? While he's in his first 11 months, he just didn't number 91 Last night. And that's not counting his team. That's just him. And he's got people on his team. He's got one of his team members. He's got, like 65 or 70 listings this year.Not kids 20 years old. Do you know how long it took me to get that far like what a hustler. It's very impressive. And what we're gonna do, let's talk about what Austin's doing, and where the opportunities are going to be in the next 12 months. We chatted a little bit before we press record here. And I really want to play in a clearer picture. I think the combined experience between Michael and myself, dude, how many transactions have we done and how many years in the history this is like dinosaur Haven this is like 75 years of real estate experience, brokerages teams, so like you guys have a lot of knowledge right here. So we're gonna go deep, and we're going to talk about what's going to happen. I think we're gonna have a good pulse on this today. And this is just a prediction. Okay, I'm not a I'm not scientist. I don't have ESP. Oh my God, I don't know what's going to happen. This is our opinion. So alright, soyeah, full disclosure. I've only been in real estate industry now for 32 years. I believe it is something that I do. So it's it was 1991 when I started selling real estate, and I was in high school back then. So I'm not exactly an old guys let's not go there. But that being said, you're right you know, my my claim to fame is at one point in time I was the number one agent on planet Earth and was closing 120 280 transactions a month at a time when most people the number two and number three combined. We're doing less than half that and and we here we are carrying about 750 listings and active and pending status that point. Now that's only relevant to the people that are watching this in terms of you know, why should you here listen to what I have to say and I you know, I think that in general in real estate, guys, there's too much Bad advice going around out there, particularly from people that have never sold real estate or never sold real estate at a high level before. So we want to be really careful about who we take advice from. Now, to Mike's point, yeah, we can't guarantee what's going to happen in the marketplace. But you know, Mike and I have been through a cycle or two. And we've seen this a few times. And you know, some people are scared right now. And some people should be scared right now, there's definitely people out there that that should be thinking to themselves, well, what the freak, you know, what's, what am I going to do? How am I going to survive this and I will tell you right now, if you have been selling real estate, if you if you were not selling real estate prior to 2011, you don't know what's about to happen. You don't you haven't been through a tough market yet. You've only been through the best market Mike and I and other people like us I've ever known in our lifetimes. In this last decade,90% of the aging population has never seen a market like this, which is also a lot of their team leads a lot of the brokers and a lot of people leading them. Okay, guys, so pay attention to this episode. Because a lot of people don't know what's going to happen. I'll give you a couple stories. Like I see some big names in real estate. And this is how this is just how new I'm not gonna name any names. But I'll see a bunch of big names in real estate. This is like back in like April, right? May all markets never gonna crash never going to crash. Oh, that's never gonna happen. I'm like, Dude, we're gonna go down. 20% Oh, no, don't ever say that. You're not going to crash. Dude, we're gonna go down. 20% you want to call me out on social? Okay, let's go. Alright, who's got an egg on their face? So, like, you have to realize what's going to happen. But I don't mean to be doom and gloom, because these are the most exciting times, right? These are the times that people realistically what needs to happen is the real estate industry needs to flush out. There's a lot of people out there and the average agent, I think, as of like, September, September of this year, you probably heard a stat. Only, like 90% of the agents only sold four homes. So I'm like, Dude, how the hell do you even survive off of selling four homes a year? And better yet? How can you only sell four homes a year we have this thing called social media? Right? Like 10 to 15% of your friends on social are moving? How do you only sell four homes a year unless you're closet secret agent. So I want to let's start off this combo with this 2014. When we first did this podcast, I was trying to figure out what the hell was going to come next in the business right? I was in the short sales. I was not I called up Michael at the time. This is eight years ago. And we get on a call with a couple other people at the time. And at that time, I was ready to say the market is about to do what it's doing today. We were talking about getting our short sale departments ready and all this other stuff. And we thought it was going to go down then but we were wrong. Right. And it just went into a bear market forever just like the longest market ever appreciating or bull market, which one is a bull market bull market. So it goes into longest bull market ever. And now we're seeing this thing. But everyone's like, oh, there's a supply and demand, folks, this is an affordability issue, guys. It's not about supply and demand. Get that out of your head. This is 100% affordability, which was not the case in 2007. Necessarily, no, becausein 2007, you had the whole mortgage market imploding. And here's the other thing people don't realize it's this history repeats itself. It's just the reasons behind it change, right. But from an economic standpoint, the the outcome is clear. We know what's going to happen. We know what's happening right? Now, here's what happened. Let's let's first remember this write this down, though. And you guys have probably all heard this before. But either way it bears writing it down and repeating. And that is those who did not learn from the past are condemned to repeat it. And I'm telling you right now that 90% of the agents that are in the marketplace right now don't know or didn't pay weren't paying attention or weren't in the business. When this happened last time. Now, are we going to see a big tidal wave of Oreos and foreclosures? I don't know. I don't know. But what I can tell you is what and what I'm 100% confident that we are going to see to Mike's point is at least 20%. I think it's gonna be greater than that, Mike, I think I think 20% I think you're being generous. I think we're gonna see 25% And I think probably in the next 24 months at the longest, that we're gonna see that much of a drop in pricing. The Fed is not going to show a slowdown on their interest rate increases that's going to continue. And they have to they gotta they're trying to find ways to slow down inflation. Heck, China, when Trump got elected, China said, if we see double digit inflation in the United States, we're gonna consider it an act of war, right? Because what are we doing to their debt, we're devaluing their debt, they're not going to like that. Now, that being said,I don't say that with Mr. Biden, though at all. Oh, that's great. Yeah,that's gonna go there. So that being said, back to what happened back then. So here's some interesting statistics. From 2007 to 2011. We lost 20% of the transactions in the United States. So there were 20% fewer transactions from 2009 Those years of 27 2007 and 2011, than there were in the five years previous. What's really interesting is we lost 20 5% of the real estate agents. Yeah. That's the message I think people need to understand is Listen, guys, this is gonna be a game of attrition short term, right? Like, there's gonna be people like there was a market in Texas, I can't remember which market it was. But they had 968 people up for renewal for their MLS deals in October. And of those only 742 or something like that. renewed the MLS these guys that's over 25% in one month, in one month, agents are dropping like flies, because he can't even make the freakin payment on their MLS dues, let alone figure out marketing and lead gen and all the other stuff they gotta do to run a successful business. But here's what's really interesting, I'll tell you what happened to my personal business in 2006, seven and eight. In 2006, I was doing about four or 500 transactions a year, which back then was a lot of transactions, right?Slow transactions.But it's but it's but there's people there's There's people doing way more volume now than were before because teams have taken new forms and new shape and they've become more popular and people have embraced them back then they were fairly new. That being said in 2011, that's when we started doing I'm sorry, 2007 2007, we started doing 120 to 180 transactions a month. Now, guys, why the explosive growth, because all these agents were getting out of the business and nobody wanted to do the hard transactions. Watch this, those 91 listings. I told you Austin's taken this year, five of those in the last three months have been either short sales or pre foreclosure bothinteresting. I was gonna go to that point next. But it's interesting. You thinkabout that right now. People think oh, but everybody's got all this equity. No, not everybody does. A lot of people bought their house in the last 12 months. They don't have equity.Yes, thank you. Here's a sell here. Awesome selling. This is like this is why this is a big deal. You guys is because you're right. Like if you anyone who bought in the last 18 months is already underwater. At the stats as of last night, I was nerding out I couldn't sleep. So it was like reading all these like housing market articles. And it said nationally, we're already down 6%. But yeah, the even some of the big banks, which are are coming out and being a guy, we're expecting a 20% shift. Now. We'll see whether or not that'll that'll happen. But Michael just laid out a couple good points, guys. Yes, there's absolutely going to be less transactions, but the number of agents leaving the business is greater than than the number of transactions. So that's opportunity number one. But I think opportunity number two is you can't be doing when the market shifts like this, you don't you shift with it, right? You don't just keep doing the same thing you've been doing. Okay? If I start like, you know, like, it's like in football, like I'm a big Bears fan, right? And Justin fields is on fire right now. He's just amazing. If you guys like football, you're watching Justin fields is one of the most exciting quarterbacks to watch. But once the defense starts knowing what his next play is, and he's doing the play action, it's a lot easier to stop him. They need to change up the play and adapt to the defense so different than you you need to change up. And I think that's what the people are like, what do I change to what does that mean? Right? How do you adapt?So let's start with this for most agents, and this is going to come hard for some you know, I always like to quote the Bible verse you know that the the wicked find the truth to be hard, sorry, that guilty find the truth to be hard. And the reality is, if if you're guilty of this, you'll you'll hate hearing it, but you'll know it's true. For most agents out there right now, what they have is not a it's not a marketplace problem. It's a work ethic problem. The problem isn't what's going on in the market. Right now the problem is what's going on inside agent's heads and what they're in and the effort that they're putting into their business. Most people aren't making phone calls, they're not living on a perfect daily schedule. They're not, they're not focusing 90% of their time on the three most important things which are lead generation lead, follow up and lead conversion. Instead, they're busy doing all this other stuff, because it's more fun, and it's what they want to do. And it's the marketplace doesn't care what you want to do, the world isn't going to reward you for what you want to do, they're not going to get the world is not going to give you what you want, or even what you need. Right. It doesn't matter if you need food in the wintertime. If you don't plant in the spring, you're not harvesting in the fall, and you will have no food in the wintertime. So what do you need to be doing right now? Well, number one, you got to get refocused on lead generation and in all kinds of different ways. And you got to stop with the sexy, shiny object lead generation and start getting down and dirty and doing what works. And I'm telling you, this is a contact sport. You got to get on the phone, you got to contact more people, you gotta have more conversations, you got to get voice to voice and face to face with more people. That's what it's gonna take. And if you don't do that in the coming months, and I'll tell you in the next 12 months, if you're not doing that, you're going to struggle, it's gonna be hard, you're not going to do the kind of business you shouldn't be doing if you weren't doing that. Now, I'm not saying you got to cold call and call expireds and all that kind of stuff, but I'll tell you what, they should be on your radar because I think one of the things that's gonna be off the charts in the next six months is going to be expired listings. I mean, you It's gonna be insane. And it's gonna be better than we've seen in a decade, there's gonna be more expired listings than we've seen in a decade, in the next 12 months. Think about that for a minute. That's substantial. Those are people that have already said, I want to sell my house and their agent didn't get it done. Because their agent probably came in and said, Oh, it's worth way more than it is. And by the way, that's another thing you gotta be careful of is chasing, pricing down. If you don't get ahead of the pricing fast. And I would go so far as to say, you should be getting automatic written price reductions ahead of time. With every listing you take, and that should be right now,let's chat about that. This is super crucial, guys. So one of the things like if you've never been in the, in this type of market before government's in an appreciating market, and one of the worst things that you do to a seller is like, Hey, your house isn't worth what you think it is, right? You feel like they're gonna punch you in the face. Let's be honest, no one wants to have that conversation. So here's how we used to have it or in a roundabout way, Look, mister seller, the market is completely changed. And look, don't shoot the messenger, I'm just telling you. But here's what we need to do. If we start accumulating a ton of market time on your listing, you're just going to get shooting a shot in the foot, and they're going to undercut you, because the more market time the bigger lowball offer. So if you want me to list the house, we're going to have a predetermined price change strategy, because until I'm getting three to six showings a week, you're overpriced, and I don't create the market, I just play within it, the only thing I could do is listen to it. If you don't listen to it, you're gonna get hurt. So matter of fact, I got a text this morning, from an old client from Chicago. And I thought she sold her condo, this is like two months ago, she texted me. And she added at 750. Now it's at 699. And it's just sitting on the market, I'm like, Listen, you have to price change, you don't control the market. And I'm just telling her how it is. And she does not want to hear it. She goes, I will not go below 675 I go, you bought the house for 400,000. I sold it to you take the deal, you don't control the market. Right. So now you have to warn sellers this because if you don't do it upfront on the listing, they're gonna hate you.And you just nailed it. And that's the thing. Nobody that's been in the business the night it was so like, to your point 90% of the agents that are selling real estate right now have not had to deal with this. And listen, guys, here's what's coming. Okay, you're gonna go on these appointments. And you're gonna have to explain to them that Listen, Mr. Mrs. seller, you and I don't choose the price for your home, the market decides the price for your home and the market isn't today what it was even six months ago, we're in a whole new world right now. And we have two options, we can get ahead of the pricing and get a buyer. And if we price it aggressively enough, we get multiple buyers. So we can still do that in today's market. But we have to price it much more aggressively to get the multiple buyers working against each other and get the price up. That'd be great. Okay, now, alternatively, we can chase the market down and we can just reduce the price not getting the activity continue to reduce price. And every time we reduce price. If we wait too long, we've got to reduce it even further. Because the market isn't where we reduced it or even just below where we just it's way down here and we're trying to play catch up. And if you're playing that game, you're just throwing money away every single month.This was one of the biggest problems in oh seven in the last crash you guys, especially from the BPO perspective with Oreos and short sales, the market was depreciating so fast that by the time the BPO came in, or the appraisal on the property, the property is already worth less than what it was at the time the BPO appraisal was performed. So what you have to do is you have to like literally you're gonna take a listing, I'm priced at 5% under market right now, because that's probably accurate. I just told you 6% change in price, if the comps reflect $400,000 Within the last 90 days in the market change 6% Your listing price is not that same price, it's 6% less, right and you have to do that because you're just gonna sit there just gonna sit and it's gonna be very ugly.Mike, I'd take that a step further. And I would suggest that, you know, we used to sold like, you know, six months ago, you were using sold properties as comps sold or not comps anymore, guys. If it hasn't sold in the last two weeks, it's not a company more. The comps are what's active on the market right now. That's your competition. And we have to be substantially below that. And so we take the lesser of sold inactive and then you adjust price downward for what the market is doing. Guys, you gotta get aggressive with this, it otherwise you're gonna have a bunch of listings that don't sell which is you know, it's great, you get some exposure, you get some sign calls, all that kind of stuff. I'm all for that. And I've always said that, you know, a sign in the yard beats a sign in the car every time. But you got to get some of these things sold to make some money and you're not doing yourself a service by overpricing themlistings that don't sell are a lot more expensive than buyers that don't buy I mean, you have marketing costs that you have to do so you don't get the listing sold member you're paying to work with those clients. On the buyer side. You're just spending your time energy and gas money.It's gonna be interesting right before I started it's gonna be interesting to see what happens with professional photography in the next 24 months. Because you know, everybody in the last two years in our late last decade has been using professional photography on everything. But what happens when you go out and you take a listing you know, it's overpriced, you still gotta go To get professional photography on that, knowing that you've got to pay for that photography, and it may not ever sellwell as Facebook ads plus brochures plus everything else that goes on Open House, the cookies, the cakes, everything, man, it adds up. Alright, so folks, that's gonna be one thing I want to focus on types. I believe you chase listings in this market 100% Because those are the people who are going to be struggling on the opposite end of the used to be the opposite. But you're Chase listings in this market, but not any listings, okay. People go after listings, motivated sellers. If you become a problem solver to motivated sellers in this market, you will position yourself to win.Yeah, first of all, I like the way you put that you want to be a problem solver for them, right? So you need to be more of a consultant than a salesperson right now, I will also go so far as to say, I have a, I have a very strong opinion of what a great listing agent is. And a lot of people think, you know, oh, I'm a great buyer agent, and I'm a great listing agent, I would I would tell you that that's not true. You're either a great buyer agent, or you're a great listing agent, but you're not going to be both. And here's the difference, I think you first need to be real with yourself and ask yourself this because well, let's let's start with us. There's two personality types. Personality Type A is, hey, look, I'm going to give world class service. I'm an educator, I'm going to, I'm going to nurture them through this process, make sure they understand everything, make sure it all goes smoothly, make sure they're completely taken care of right. That's a personality type one personality type two is I'm just gonna punch you in the face make you sign and move on to the next one. So the question I would ask everybody in the audience right now that's listening to this is which personality type are you? And I would venture to guess that more than 90% of you said, I'm personality type A. And the other the 10%, at best of us said I am personality type B? Well, guess what, in this next 24 months, if you want to be a killer listing agent, you had better be personality type B because personality type A is not going to get you there. And I'll tell you why. Because you're gonna encounter people with various situations. And the the type of person they need as a seller is very different than the type of person they need. As a buyer. Case in point, John and Susie want to sell their house and then go buy another house. John and Susie wants someone who's going to represent them on the sale of their house, they want someone who's strong, who's a great negotiator who's going to get the freakin job done, they don't really care if they like you or not just get the job done, give me as much money as you possibly can. And in shortest amount of time humanly possible with the least amount of headache to me, that's what they want. Right? Now, that same couple, John and Susie, they go out to buy a house, they don't want that Pitbull that's got their house listed. They want the golden retriever, that's gonna be super nice to them, that's gonna take him out and it's gonna show him property, it's gonna be patient with them, that's not going to pressure them. And that's going to nurture them through that process and give them the space and time they need to make the decision that they want to make very different type of agent, right. So to say that you can be the best at both, I think is a misnomer. And so my while I agree with you that I believe that listings are gonna be the name of the game going forward. I don't believe that listings are for everyone. And I would suggest that if you are a personality type A the more you know, hands on educator, teacher type. nurturer, that type of thing that likes to deliver world class service, I would suggest you need to either be on a team or you need to be building a team so that you can focus your time on buyers, and not on sellers. You will have more success, you will be happier, you'll make more money and your clients will be happier and like you better. Yeah, the reality is you can't be a great listing agent. And be someone who's got well I'll say this, and this is gonna be controversial. Mike, watch this.We're gonna get controversial show.Yeah, we're gonna guarantee it, but prove me wrong. You know, there's something that I lack that a great buyer agent has. Can you guess what that is?Patients? Very close. Empathy. Yeah,I don't have an empathy gene. Like I really I struggle with empathize I and you know, it's called patients call it sympathy call and empathy. At the end of the day, I'm here to get a job done. And I'm going to get my job done. And your story doesn't impact how I have to do my job. Your story is your story. But that doesn't change what needs to be done to get your home sold for as much as humanly possible in the shortest amount of time possible. And to prevent you from being in foreclosure we having to do shorts, or whatever the thing is that you're going through. And so if the extent that people can understand that and that they can wrap their heads around that they can have a ton of success and it's coming market, but if you go in there and you've got a ton of empathy and you're getting all emotional with them, and neither one of you wins, you're not giving them what they want, and you're certainly not getting the result that you need.Yep. A lot of the people who are going to be selling are going to have you're gonna you're gonna come across divorce, you're gonna come across loss of income, some losses jobs, you're just gonna come across people have to move, but they don't want to or have the $10,000 to make the loan full because they're underwater today. Now on the buyer side, there's a tremendous opportunity like the number one thing I would say is you have to be investor friendly. These types of markets there's there's a boatload of investors, the mom and pops the institutions, all of them are sitting on the sidelines, celebrating right now. And nobody's out there serving them. I would much that's who buys in these markets, investors don't bind peak markets, they buy in, like these markets that are about to happen, because these are the markets that investors make a lot of money. And if you're an agent working on the buy side, I'd much rather work with one investor who buys 10 houses a year, then one person who complains about the GFCI. All it's a $250,000 purchase. Right? So we've got that this is the type of positioning that we're talking about, like sellers, motivated sellers, but buyers, Investor Buyers, but even if they're not Investor Buyers, you have to change the conversation. It's very simple. No one makes a good investment buying at a peak market they bought they make a good investment when they bought in 2011. I buy when no one else is buying. Warren Buffett once famously said he goes when you zig zag zig zag Zig. And if you start doing everything that everyone else is doing, you're making the wrong investment in real estate you do you go against the opposite, almost I mean, that's what I've seen in my in my careers. The best investments are made at a time when you're doing what no one else is.Well, let's let's come back to your point about these distressed sellers and how they're feeling right now what they're going through right now. See it right now people are getting people are kind of in the middle right now. But you give it another six months. And you start seeing a substantial number of people that are that are upside down that are behind on payments. I mean, these layoffs get bigger and they're going to the guys were at the very very tip of the iceberg on the layoffs nationally, it's we haven't even seen what's about to happen on last, it's gonna get big. Now watch this. What as those layoffs get bigger and bigger on all these people now have lost that income, it's gonna be really hard to go make up that income right now, because employers are high. In fact, 50% of all employers in the country said that. So when polled 50% of the employers polled said that they are planning on laying off in 2023. Guys, that's big, right? Now, what happens to people like that they hide, they're hard to find why because they're gonna be laid on other stuff, they're gonna be laid on their credit card, they're gonna be laid on their car payment, they're gonna be late, all kinds of stuff, who's calling them, it's creditors, that everybody every phone call, they're picking up, it's somebody trying to get money out of them, they're gonna be heightened, and it'd be hard to reach when you finally do reach them, and you finally do get into their living room, right? And it's gonna take an act of God to even get in their living room. But when you finally do get there, guess what's gonna happen? They're gonna say stuff to you like, Hey, can we just not put a sign in the yard? Because I don't want my neighbors to know I'm going through foreclosure. Yep. Like that's normal in this kind of a market. And so we need to be prepared to have those conversations in a dispassionate way. If you're too emotionally attached to that conversation, or to the outcome, or to their situation, guess what you can't do you can't dispassionately take care of what needs to be taken care of to get them out of their situation. So that's the mentality of sellers is absolutely gonna be shifting now. And it will there be people that you know, have a great interest rate that have great equity that are going to sit on the sidelines? Yeah, sure, there will be. But guess what life also happens. And so a lot of those are going to have to sell because they get a new job opportunity over here or because the familythat's what a lot of the articles are saying like, Oh, but this markets not and this is again, it's another opinions like the market is not going to be that effective, because there's so many people sitting on two and 3% interest rates. But my point is like when when people see that they're underwater $50,000 on their house, they don't really care about their two or 3% interest rate anymore. They care more about like how they're going to start building wealth again, because they just see nothing but an uphill battle on their existing property. And if they lose their job on top of that income goes down. I mean, also know we're in a short sale.I think I think that's the bigger factor. I mean, don't get me wrong, I think the people that have that equity and you know, are thinking about how am I going to grow, I think, I think hope for gain is not as great a motivator is fear of loss. And the fear of loss comes in when all of a sudden I lose my job and I can't afford my payment anymore. And I think that we're gonna see a lot of that. And that's why I think what happens every time we go through this type of market, what happens to rental rates, rental prices go up, not down at home prices, you know, sales prices come down, rental prices go up, because those people still gotta live somewhere. And that's coming because it's stuff that they can't control. Now again, is it gonna be this tidal wave of foreclosures? Like it was in 2008 2011? I don't know. Probably not. But who knows? I mean, I don't know what's going to happen but what I can tell you is if you get prepared and you get the right lead sources in place, that's remarriages lead generation lead, follow up lead conversion, you got to get the right lead sources in place you got to get super aggressive about follow up on those lead sources. You know, I always tell people, you know, what does a drug dealer know about about leads and lead follow up and lead conversion that real estate is You just don't know. And the answer is first one's free, then you got to pay, right? I mean, think about this. Remember the days where you know, a buyer would call up and you'd be like, well, you know, you gotta be pre approved. And I gotta see your proof of funds. And you got to jump through all these hoops before I'll take out to show you that $40,000 mobile, or whatever, the freakin thing is that you were going to show him, well, here's what's going on. Well, here's, here's how that's changing. And it's already starting to, and it's gonna change in a major, major way. It's gonna be waiting, but you have a pulse. Yeah, I'd love to show you that house. Let me take you out there and go show it to you right now. And here's what people the smart agents are figuring out, I have to build rapport with that person, because the product isn't the house, the product is me. And the way that I build that rapport is I gotta get voice, voice and face to face with you as quickly as humanly possible. So I'll show anybody a house once.Yeah, I love it. Folks, as a couple of things, I hope you really get a lot out of this episode, I just want to do a quick little recap. repositioning your business to focus on where business is actually going to transact is ultimately the main message of today's show. Sellers, motivated buyers investors, but problem solving for all. And it's not going to be people aren't buying on emotion in these types of markets, there'll be some that can be wrong, it'll be some people that just go out there and buy and sell, buy and sell like just like things are normal. But many of these types of transactions, I believe, are going to be distressed, I don't think we're gonna see a tidal wave of foreclosures like we did last time, I think the banks will sell them to the institutions before they ever hit the public market. In that sense, butnow before you move on for that, I gotta leave that conversation with the two guys that I can't, I won't tell you the name of the company or the entity that they work for, but I'll pay it, they are responsible for more mortgages in the United States than anybody else, period. And these two guys are in charge of this entity. And they were telling me, Hey, we've learned we no longer are going to be selling to institutions, and they're not selling tapes of properties anymore. Why? Because now they figured out that, hey, we can rehab these things turn around and sell them and we make way more money than ever before by not selling them to the institutions. Now, I think you're right, if you look at last year, and you look at the number of properties that were sold to institutions, it was staggering. There was a ton, there was a lot of a lot of business being transacted with those institutions. I don't think that's the next 24 months. I think those institutions hang out until maybe 24 months from now, I think all those hedge funds are on the sidelines right now. All the big investors are on the sidelines right now. You know, I sat next to a guy on the plane. He's He's the he's the head of construction for one of the companies that has 58,000 homes they own right now. And he said nobody wants to catch a falling knife. And so I think they wait, it's a guy.Yeah, I think they will. I think they'll wait for it until it starts coming up. But I think they'll jump back in. I mean, that's what smart money does. That's, but it's gonna be very interesting to see this all shake out, we'll have to come back to this episode in about six months and see how accurate we were, if at all, any. But folks, Michael, why don't you go ahead and give them some closing thoughts. Tell them how they can reach out to you, I think you have a little gift for them if they want to take you up on that and show you some of your lead sources and whatnot. But go ahead and take the floor. Well,your point, you know, when you talk about motivated lead sources, you know, the motivated sellers are gonna be out there, the motivated buyers are gonna be out there, but you got to have the right lead sources to get to them. So what are we there's about 2000 Different lead sources in real estate today. There's about 100 So we vet these every year we go through and we update our list and we vet you know, who are the best ones that we want to refer to our clients and our clients and we've got 85 Plus coaches that all sell more real estate than people they coach and we got our client list is like the who's who of real estate, right, their average between you know, their average over 200 transactions a year and a lot of them are doing 500,000 transactions a year. So point being we got to be very careful about the referral the lead sources that we recommend so I'm gonna give your audience today 17 of our best lead sources. If you guys will shoot me a text message to 727-287-5993 you need to text the words club wealth to that number. So two words club wealth and text that 27272875993 and I'll send you 17 of our top 100 lead sources that we recommend our clients. I will also suggest this and by the way you can always jump on our website if you want you know poker on our website go to club wealth.com Here's what I would suggest my my final thought in closing would simply be you need to look at your habits more than you need to worry about what's going on in the marketplace because now more than ever habits are going to dictate your outcomes you know the days of mom and pop you know that are struggling to pay their mortgage and you know the days of mom and pop just calling their buddy up their cousin Jethro have to do them a solid to sell their home that's that's gone. That's not happening anymore. People and when they're in distress, they're it'd be a lot pickier about who they list with, it's probably not going to want to be family, you know, it's going to be somebody that they really believe can get the job done. And so you're gonna have to be on your game, and you're gonna have to dial your habits, and you're gonna have to contact more people in more ways, you're gonna have to be more aggressive about your follow up and your long term nurture process. And if you'll do that, you'll get a ton of business. And you'll make it not only through this market, but you'll grow when other people are dying by the wayside. But it's going to come down to your daily habits. And so I would suggest that your first four hours of the day, be 100%, lead generation and lead follow up, I wouldn't do anything else between eight and noon, but lead generation lead follow up, for some of you that's going to come across as oh my gosh, there's no way I could do that I don't even do an hour, I'm just, I'm just going to trust that I'm gonna get business from referrals. And I will tell you, if you're watching the numbers, and you understand what happened in 2007, and 2008, you watch how referral based business went almost entirely away during that period of time. And I'm not saying you can't get it, you can actually increase your referral based business. But to do so you have to do some things. And it really comes down to I've got to do my four client events per year, I've got to follow up with those people on a very tenacious basis. I've got to make sure that I'm branding myself to those people at a deep level. If I'm not doing those things all the time with my sphere, guess what, they're not gonna be my sphere anymore. Right? Somebody else is gonna get them. So anyway, that's, that's I'd recommend I think that you know, those of you that take action and develop your your perfect daily schedule, so that first four hours, the morning is really dedicated, like we talked about lead generation lead, follow up, you're gonna crush it in the next 24 months, regardless of what the marketplace does.Love it, love it. Love it, love it. Alright, folks, hope you got some value today. If you have any additional questions, you want to learn how to build your brand in this type of market or you just didn't know what to do visit one of our products was at our site, real estate marketing due to our new site referral suite, where we help you create all the content in the world. Remind your database you're in business so that they stop forgetting you existence that refer new people. Thanks for listening other episode, Michael. It's been a pleasure. Great catching up with you, dude. We'll be in touch soon. And thank you guys for listening. Make sure you subscribe and follow us on social and we'll see you guys next week. Bye bye. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling into your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are talking to someone who knows exactly what their brand is and has capitalized on it with precision. Everyone loves tacos and Alex has discovered a way to merge that with his business helping people find places to live in Austin. Alex helps people find places to live in the Austin area and he has pretty great taco recommendations too. Three Things You’ll Learn in This EpisodeHow do you make sure everyone knows your name?How are top agents thriving during a recession?Why you need to be making content and developing a brand.ResourceVisit Alex's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome. Another episode of the real estate marketing podcast folks we're chatting about today is we're gonna go into branding. I want to talk about the importance of branding. I'm gonna tell you guys a true story. The guests that we have on today, I've never met him before I met him, what, five minutes ago. And we get pitched all the time to get on the show, I probably get four or five, six different inquiries. Hey, can we get on a real estate marketing podcast? And there's a lot of these podcasting companies that just book other people. And I always look at I do always usually do a quick glance, like, I'll look at an email. And I'll do the quick summary on the individual, whether it's a business and I'll be like, are they trying to sell their shit were they trying to do here were they really want to get on the podcast for and they only look for people that offer something that they could teach your audience. And I knew instantly when we got this guest on. I loved his branding. It resonated with me, it spoke to me, I didn't have to look anything. I just looked at the branding and the name of his company. And I'm like, book them, because I understood that he knew what attention meant. I understood I could tell that he knew marketing very well. And he had me at Taco. So you know, what we're going to chat about today is branding. And our guest today runs in apartment locating service. If you've been following the show the last couple of weeks. I'm telling everyone the riches are in the niches in a recession. If you don't think a recession is coming in is coming. We're about to get our asses handed to us. And the people that are going to be ready to adapt to that market will have the best time ever, but those that are not working on their systems, their business, what they're going to do in 2023 right now you're gonna get your ass kicked. I'm warning you right now I've been in this market before. I'm trying to sound the alarm because there's two areas I want you guys to concentrate in. I keep saying this every week one is going to be on your database on your database that'll get you through the recession. Number two is pick a niche. The riches are in the niches especially in a recession. And one of my top agents I'll tell story for introduce our guest, one of my top agents back in the day. Remember, this was like 2008 2009 Her name was Lauren Chu. She's in Chicago. Lauren, if you're listening, shout out to you. When 2010 11 Exodus 2008 2009 I was looking for more agents were crushing short sales, we took on a niche. And we started adapting to what the market was given us. And we went to where the transactions were occurring, which was the distressed market. Lauren at that time, I went out and recruited her cuz I knew she was a good agent. But her business was struggling. She went into the apartment niche, and she started renting apartments and she was making 20 grand a month just in the recession, she was making more money renting apartments and she was selling condos in downtown Chicago. So I tell you guys this because you're gonna see a lot of niches come up. And don't miss that opportunity because the riches are in the niches in a recession. And that's where we're headed. So without further ado, we're gonna go ahead and introduce our guest today. Mr. Alexander concepts she on that say correctly? Yep, perfect. Why don't you tell everybody who you are. Give me a little bit of intro what you do, and I got all kinds of questions for you. Cool. Soyeah, my name is Alexandra Concepcion. I run an apartment locating brokerage in Texas called taco street locating primarily based out of Austin. But I've got satellite operations over in Dallas in Houston been running the business for about five years close over 400 deals so yeah, kind of just stuck to this one niche and taken it as far as I can make it.Do you do any sales? Are you just doing just leasing?I don't do any sales. Love it.It's smart. Like we get into this thing where agents like Oh, I gotta sell because we see Josh Altman on Bravo and we think we have to go out there there's there's a lot of ways to make money in real estate guys. And it's not always where it's not always like being the sales leader of the industry. There's a lot of like silent killers in this industry. Alright, so let's get into this for I got to talk about the branding, because that's what got you on the show. And it's what I think you probably my guess is when people then you have to go look at his website, right? It's called taco Street. locating.com. And first off what I loved about it was like, I'm like, taco Street. Like it's just so different, and that it stopped my attention. I'm like, fuck, but from Taco street locating, I understand so much about you as an individual. You know what I mean? Like I knew you're outside the box, you're probably a little bit of fun. And I could have you could have came up with anything you could have done. Apartment finders, Austin. And you could have done blink, blink, blink real estate, apartment finding service, but that all falls on deaf ears. How important was it? If you look in hindsight of strategically picking that name versus going with other and did it push the needle?Oh, man, I have so many things to say. One won't back at all. The first thing was, I kind of just wanted to amuse myself. The idea of having a taco theme business was too absurd not to do. And I think and I think it actually makes a lot of sense. Like, I don't know if you've been to Austin, but it's an amazing food city. Taco city. I don't know if it's going to Chicago. But you go to any street, you can get tacos. And you just flip the words around. Street taco, taco Street. There's the brand100% Yeah. Did you are you like a taco fanatic yourself?Yeah, I'm, I'm a food fanatic period. Yeah, I try. I'm like a low budget Anthony Bourdain. I basically use this business as a conspiracy for me to travel the world. And do Anthony Bourdain type things. So yeah, it was one just I think, for my soul important that I could bring my actual self to the business, instead of some manufactured personality. I couldn't, it's this is the only way I could have done it. But the real like strategic reason is I think of everything in survival first framework. And when it comes to branding, reputation, I have to it stand out or die. Yeah. Because I don't believe in competition. Because if I approach things with a competitive mindset, I would look at what other people are doing and try to outdo what they're doing. But the reality when a client based business like this or any kind of anything, any business The trophy is a person and people have choice. Yep. So it's not I'm never gonna get beaten by another business. The my risk it's not being chosen. So the strategy is how do I make myself a replaceable or less replaceable? And so that I have to do things other people can't or won't do.100% you guys listen, replay that back like and just what he just unpacked there was quite a bit. First off, he says, Look, I needed to adapt my personality in the business. So basically, I can be excited about it. I needed to reflect it and I want you guys to look at your own real estate business right now the exact same way. Are you really marketing your broker's brand like I see us all the time in real estate you probably see it in Austin quite a bit where people are like, I worked for Cole banker, I worked for exp like exp like like there are so many agents I have a hard on for exp right now. And nothing bad. They're running a great organization. I'm not talking trash about any of it. But they their marketing. And they're really smart and how they they built the culture around it, where they're just pumping exp at exp right now is an energy. Real is like an energy. People are joining these companies because of the energy and the buzz and what they stand for, not what the name is. But when it comes to a consumer facing side, I just did my podcast last week on this 96% of consumers are going to hire the individual not the person they hang their flag with. Which means that if you're out there if one if you don't even have your own branding or logo, like you're way behind the times, you're an individual and just because you work at a brokerage doesn't mean you don't have your own brand 96% of people are gonna hire you over though brokerage. And that's in this type of business like people, whether you're looking for apartments to go rent or your houses buy, you're gonna do it with someone you can envision working with, right? You have to first form that connection with people before you get the opportunity to serve them. And that's why branding is so important. If not, you're just like, like going to Syria, like I look at real estate agents today is just like if you go down the cereal box line and you just go into cereal at the grocery store. There's a million different cereal boxes, right? But the cereal box aisle I'm talking about is the one at Aldi that just says cereal. There's no branding on any of them. Right. So what do you think? When you What do you tie in this taco street into your customer experience to do you guys have systems in place that like like you buy them taco gifts, stuff like that, like walk me through sort of beyond the brand, how do you live it through? How do you create that I experience in an apartment finding service.Yeah, it's, I take people off the tacos all the time. And that's part of that's a lot. It's a big, it's a fun part of the business is I get to be someone's ambassador to the city. I'm often the first person they made friends with when they moved to a new town. So I get to spend time with them one on one, shop around town, get tacos with them, or whatever. And there's a part of the process. There's a lot of food theme things in my process. One of my research phases is something I call an appetizer list, kind of just a beginner research phase. I've got really good food guides. On the taco street website, there is something I built called the mega map, which is basically my entire brain in digital form, at least when it comes to Austin. So it's like my food recommendations, my apartment recommendations, pretty much everything.So you're creating a lot of content around this as well. You're not just like waiting for people to come to you. You're like out there, creating content bringing people back. And what do you take in like the positioning of a tour guide? Like you said,Yeah, I'm sometimes it feels like, I'm an overpaid tour guide, which I'm totally fine with. But one thing I'm strategic about is something I call front end value. Compared to like back end value, and like back end value is like, hire me first, then I'll help you. And that's most service businesses. Whereas front end value is I'll help you first and then you'll hire me, because you trust me. So one thing I figured out was I was having the same conversations over and over and over again. And I'm like, what if I just made videos about this. So I made videos and blog posts that basically take the conversations I have over and over again, and just digitize them and promote like another functional standpoint. It gets the information out of my head and into the business. Again, it's, I think of everything through like a survival first standpoint, and a primary function of that. It's my website, my YouTube channel, my blogs are basically backup data storage for my brain.Yeah. And you're, he's you guys, he's repurposing everything. So like, I'm on his site right now. And you're looking, I'm gonna give you a couple of the, like, if you're not creating content, and you have to create content, it's the basis of this podcast like we create content, real estate marketing dude, as a video content creation company, for people in the real estate business. Right referral suite, which is our software is a content creation company that helps agents farm their database through direct mail, video, email, and social media. That's a little shout out and plug if you like what you just heard there, go and visit either site. But what he's describing to you guys, is the basis of content marketing, and content marketing, if I started, this is the baseline of our whole brand is I started this in 2013. This podcast started in 14 2014. This is content, right? Like and we're doing this, like, I don't want to do this podcast right now. Right? I'm enjoying talking to you. But it's another jour i have to do but I do it because content creation is part of my job. And we're gonna give a bunch of cool, valuable tips today, to everyone who's listening. We're doing like 30,000 35,000 downloads a month. And some of those people that get that tip, they're gonna go to Alex's website, and they're going to click on it, and maybe somebody goes even moving to Austin, some might reach out to Alex, but hey, can I join your team? Right? But that's because he's creating content. First, I'm creating content first, to establish and receive the permission to ask for their business, or the opportunity to have a conversation about their business. Without content, it's just a sales pitch, isn't it?Yeah. And another functional thing that happens. It's my first calls used to be like 2030 minutes. But nowadays, buy a ton people get to me. And they say, Hey, I watched your videos. I read your guides. I'm like, Oh, you're hired. Great. I know I've one. Yep. And that would have been like a half hour sales call is like 510 minutes. And it's the same result. Because I don't need to buy their trust. I don't need to convince them. They're they've already they're already sold. It because yeah, Have a see me as a person as a human. Like some corporate robot, oh, I It's relatable. I like this guy. Yeah,just relatable like people like, oh, I can trust this guy. Your website, folks today is your business card people aren't visiting your website to look for properties for sale, they're visiting their website to interview you without speaking to you. And the more content you have on there you write, like when people join our services either already, if they already know me, and they've been on the podcast, they're like 80%, more likely just to sign up on the spot. If it's a stranger, and they have no idea, the brand, the closing ratios, and their playing ratios are just way less. And it makes sense like people want ultimately people just want to know who they're working with. I was just doing some stats on this when I was working on a presentation. And it went in it was to the tune of regardless of the age groups, it was over 80 It was like 78% 8180 to 85 79% different age groups of people hire the first person they meet with, because nobody wants to like go out and be like in there. Everyone's like, oh, I need a super duper listing presentation, I'm going up against other agents like on a listing presentation, only, like less than five less than one or 2% of people interviewed three plus agents. It was like less than 4% interview two or something like that most people just close with the first one they meet with so folks make it easier to help make up their mind. Right, all you need to do is humanize your brand. Let people know you know what you're doing. And that's 99% of the battle. This is not rocket science.Yeah, and there's a few other ways I think about it. With taco street, I own the brand. I'm not renting another company's brand. And I think ownership of your core assets is one of the most important survival protocols you can have. Because my brand contains my reputation. And that contains the relationships I have with my clients and the way people feel about me. But yeah, not renting another brokerages brand I've never yeah, I've just never been into that.Most agents today like so many agents don't even have a website. And then they just use the you know, the the website on their brokerages page, which is great for your broker, because you're building their brand not your own. It's the same thing as like when an agent has a sign, or listing, they go out in they put their broker just sign they have none of their own brand name. Well, you're just you're empowering your brokers brand again, you need to put your personality into this stuff. It is so so important. As long as you're playing the long game, like there's a difference between agents running, you're running a business, dude, you get it? Right, but most agents are just chasing a check. The difference is, is everything you do is for the back end of the business, even if it's content, like he's not just creating a video like he's spent all this time building, if you go I'm on a site right now he spent all this time building this mega maps thing. And then when he started, you know, if you look on this on his website, he has like 33 listings 51 listings at 60. There's a ton of content that he has here. But he had to start somewhere. You started with the first one, right? That's the people's biggest hurdle. Everyone wants to get to where you're at. But no one wants to put in the work to do it.Yeah, I see that a lot in apartment locating. The thing is apartment locating isn't hard. But it's also this. What makes it easy also makes it hard. And a lot of people just don't do the basic foundational work to get ahead. Yeah. And there's the training isn't very good. Most brokerages wants you to be more of an employee than kind of running your own ship. Yeah, it's a lot of nonsense going on in the business.How are you finding most of your clients now? Like I know, I'm sure a lot of people find you online, your YouTube channel and all that. But like when you started out, like where did you start? Where did you find clients when you go when you started for anyone that's like, it sounds like a good idea. But it's such an uphill battle. How am I gonna get there by starting right now? Dammit.Yeah, that's a good question. Early on, like the first few months I was using like Craigslist, just to find leads. But nowadays, there's a lot of like good syndicated advertising platforms. You can either pay for them or like just post a bunch of ads. That's something you can do like now and get leads that way. It's how a lot of people start off. A lot of people start off doing that, but never really go to the next step of building their own brand getting their own reputation. So there's a difference. There's so there's Something I make a distinction between rented marketing channels and owned marketing channels. So early on, I had to rely on rented channels that I didn't own or control like Craigslist or parkruns.com or whatever. And those channels like they're powerful, but they're fragile. And I knew in the long term if I wanted to control my business and really own my business, I needed to own my marketing channels. So that's why I invested early on in the website because I knew I couldn't just rely on these other channels I didn't control so now my website generates a ton of leads. And like people that the if you want to have a little bit of fun, the the lead form that I have it's pretty fun to go through. It's It's fun, it's silly it's very effective. Yeah,it's different. Yeah, here I'm going to do it right now walk people through it Yeah, I was just like a type form.No, no, I used to me way better so called involve me. Yeah, cool. Yeah, it's fun. It's really customizable.Everything about his brand you guys when you go on his site is like so onpoint like everything like there's tacos in the background? No, it'd be really fun like if you were to do like, like preview listing shoots and just had like the taco like, what would this taco look like in your kitchen? Oh, man, that would be so fucking fun like if you had if you just had like the like the kitchen but there's just a taco like a listing tour but there's just tacos everywhere. But just like the tacos in the amenities the photos there's like a taco in the pool drinking chillin there's a taco in the gym working out there's a taco like all over and all those amenity things like that would be that would fucking crush.Yeah, I've only got like the tip of the iceberg of what'sgot so there's so many different things you can do talk of trucks. Tell me what else you're doing. What so give me some of your outside the box. So you got this brand new. You got all this? Give me some like the crazy shit you've done? Like, what kind of any events you had that were like super duper successful, like any anything outside of the box. And you've they started doing that. Good or bad?I haven't really done events. The funny thing is, I'm a lot better at branding and then I am a self promotion. You won't see anything real estate related on my Instagram. Yeah. For what, for better and worse. I'm more of a product oriented person. Which gives me a different perspective of the business. Yeah, whereas like, I want to make sure the thing is as good as possible, in this case, the website or the actual service.Let's unpack that really quick. You just had something on the fucking head and it was huge. Branding versus self promotion. This is the name of the game right here. Um, are you an introvert? A little bit analytical.I'm a lot of things. I wouldn't say I'm an introvert because I actually love being around people. I'm very introspective. Which means I'm in my head all the time. I just have kind of a different way of thinking about it. But yeah, you put me like in a party in a whole like big room. I'm probably gonna like wallflower to the back. I'm not giving me like the center of the party super connecting with everyone. So don't feelYeah. Yeah. Here's, here's everyone's biggest some branding versus self promotion. Now, you created taco street locating and you have no problem screaming taco street reload or locating from the rooftop, right. But it would probably be a lot harder for you to market this if this was called Alexander Concepcion. Yeah, because it's your personnel. And that's, that's the number one problem that everybody has in creating content, is they don't realize most agents will you first you have to identify a brand and something you stand for. You got to find that one thing. And Alexander's world it's tacos in my world is dude, what is that one thing for you. But then secondly, is you have to scream it from the rooftops. And in real estate people don't realize that this face you have here this thing that God gave you is the brand. And the more you put it out there, the more business you're gonna get. But most people don't see themselves as a brand. They see themselves as a father, a dad, they see themselves as a sinner, whatever they may be, they don't look at themselves as a brand, but 96% of people hire you, not the brokerage you're with, therefore you are.Yeah, so there's a few ways to think about that.I'm the same way it's easier for me to market real estate marketing dude than it is for me to market Mike Cuevas because I hate self promotion. I hate like I don't even take that many photos of myself on social and I'm not shy, I just don't like, say me, me, me, me I like saying I want to give to you more I want to pour into people. And I struggle with that as well. But what branding versus self promotion you have to realize is that once you identify your brand, it's all promotion. 24/7. The difference is, you're not doing in a in a in a sales type way you're doing it through story through marketing through content. self promotion is saying buy, buy, sell, buy, sell, buy, sell, buy, sell, come rent for me, come rent for me, branding and marketing is don't forget I exist. Oh, by the way, here's what I can help you with. There's a major difference in within, in that you guys very well said. Sorry. I don't mean to cut you off. I don't know where we're at. But that was super good point you made. You were getting to like anything crazy. You did, I believe.Um, I don't have a lot of crazy stories and apartment locating honestly, it's a it's a, it's a low drama business. Transactions are fairly straightforward. Things don't get crazy, like they would in traditional real estate sales. So there aren't a lot of experiences that stand out as like, really, off the grid wild and crazy things. If transactions don't go through, like, Yeah, it sucks. For a lot of them, like, yeah, I have a great time with a client, they apply to an apartment, we hang out. A lot of them I've become good friends with. But overall, it's not a high trauma business. Which is a big reason I do apartment locating. It's because it's just a lower stress lower. It's just less of an emotional roller coaster.I hated real estate.Right? And I don't plan on getting into real estate sales. I'm planning on sticking to apartment locating. I like the brand that I have. I like that the brand is something people like that it's unique. It's a valuable resource for people moving to the city. But yeah, it's given me a lot of joy and pleasure. Realizing that I that my crazy ideas can work. And if more than anything else, this business has been a canvas for my creativity for like my weirdness and silliness. And for that I'm just really grateful to what the business has been for me.It's awesome. Love it. It looks like you're enjoying yourself, man. I mean, you could hear it. He's like he's living his brand, folks. This is how it's done. Alexander, do you have any closing thoughts? For anybody?Yeah. For anyone thinking about surviving the upcoming recession apartment locating is a great niche to look into for a wide variety of reasons. Yep. I could explain a little bit more if you'd like.Yeah, go ahead. You have a you have a course up where you could for those you guys I want to take him up on it. Go ahead Tom a little bit more about it.Yeah, so there is a website that I have called apartment locating mastery.com It's basically a how to guide on how to start apartment locating and I've got a free basics course that just explains what the business is how it works. So you can decide if going down this rabbit hole is worth it. Because it's not for everyone. And the last thing would want to do is try to get someone into the business who shouldn't be on business. Yeah. But ya know, it's uh there's I'm not really worried about the recession for myself. I wouldn'tyou're good. Yeah, at least things gonna be up you're in a good spot. People are gonna have to live somewhere you're out you're all good. You're safe. No doubt do it I got I just want to market tacos all day so good. Well, hey, why don't you give them that site where they can find you and then we'll get this rep.Yeah, it's the brokerage is Taco street located golf COMM With the apartment locating training course is apartment locating mastery.comAppreciate it man. Appreciate your insight. Folks, take what you get here today. You're in the fourth quarter. We're getting to that holiday season. Regardless of what the market is each and every year when thanksgiving to New Year's. This is the time to work on your business. Generally things are a little slow but probably extra slower this year. But with the holidays this is true in any market regardless of what it's doing. Spend some time to work on your brand like if you guys need help, will brand you this is what I do. I'm happy to tell you who the hell you Learn how to market it. But you got to make the time you got to invest in your in yourself not only just with money, but strategy, like that's the most important part of this business, the brand is everything. Because the rest is just a commodity and most people are asking themselves What the hell is the difference between you and your competition? Is it that you do it when a taco away? Or is it that you do it in your way, like whatever that is, that's what people remember. So thank you for sharing that. Very good. And folks, if you have any additional questions about video marketing, or you'd like to check out our new software, please go ahead and do it. It's called referral suite.com That's referral suite SW E T. And we just launched it and it'll put you on a map and make sure everyone that you know doesn't forget what you do for a living so you could keep attracting more clients and stop chasing transactions. Appreciate guys listen to their episode. We'll see you guys next week. Have a good one like thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rollin in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are talking to Suneet Agarwal, the CEO of the #1 realty team in California. What's his strategy that keeps him at the top and how is he planning on riding this recession?Suneet Agarwal is a real estate coach and CEO of BIG BLOCK REALTY NORTH. He is currently ranked as the #1 agent in Greater Sacramento MLS and is the CEO of Best Sac Homes Group, the #2 mega team in California as ranked by the Wall Street Journal and Real Trends. His 12 years of dedication to his clients and his strong work ethic have made him one of the TOP Realtors in California.Three Things You’ll Learn in This EpisodeHow do you make sure everyone knows your name?How are top agents thriving during a recession?Why you need to be making content and developing a brand.ResourceLearn More About SuneetReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome to this episode of the real estate marketing dude, podcast, folks we're gonna get in today it is fourth quarter.A lot of people are going into hiding right now I'm gonna talk to someone who's not. As the market continues to retract, this guy gets louder and louder and louder. And in all honesty, that's what you need to do in this type of market. Look, I understand 90% of you have never seen a shift before in your industry. In this business. We've been spoiled for the last 12 to 14 years. But although some things may be a little slow right now, it's the stuff that you're going to do today that's going to pay off in the first quarter of next year. Because what's going to happen mark my words folks have been saying for the last four fucking months is that a lot of people are gonna go out of business and the ones who are still standing, they're going to wreak it all. And one of the ways that you're going to do that is by out branding everybody. And I saw a stat this morning this afternoon actually watch what a Jeff Pitzer his videos and his numbers are right on he goes, he goes look, Walston, 1% of people are actually like content creators. 9% of people slightly engaged and the 90% of people just fucking sit there and watch on social media. And it's like, which game do you want to play when you own the attention? And when people naturally just like you're everywhere all the time? Nothing but good happens. And that's what we're going to get into today? How do you take an omnipresent approach, specifically on video and be everywhere all the time? And then how do you use that to build your brand and build a business recruiting a client attraction, it's all the same thing. There's a reason why the most popular agents are always the ones who do the most businesses because they have the most eyeballs or attention. And that's the number one name in the game in real estate. Everyone's selling the same shit. So the one they think of first 85% of the time, that's who's gonna win the deal. So without further ado, we're going to introduce the number one or number two team in California.The top team in California this year, Sydney, it's just a neat Agra. Well, let's welcome back, dude. Yes, happy to friggin be here, man. Let's go. And I love the intro. And it's great. Like all that, like, whatever success I have, which may be something maybe that thing?Is my outlook on this comes from learning from you, brother. Appreciate that. Why don't you fucking send us some damn business, bro. Like, let's go. Alright, soI want to tee this up. Because I've known suneet Before he like, right when he got licensed like Sunnite is probably you know, you're on a lot of stages. Right now you're on you're doing getting called on a lot of events, because he's doing a very high volume. How many appointments did your isa team set last month was like 596? No, last month was down by a fucking lot last month was only like 660. And normally we're like, 7030. And these are appointments. So your agents are going on? And then you know, pitching the services and what not. So that's great. But we're gonna backtrack this because with the amount of success and neat has, you would assume that he's been doing this for 15 or 20 years? He hasn't. Okay. So neat. I remember meeting Sunnite for the first time in a club wealth event. I like to say it was in 2016. That's right. I think just about six years ago, and sunny corners me at the bar. Hey, Mike, how do you run these? How do you run these Facebook ads? Right? Tell me how I'm running all these Facebook ads and Sunnite was all bug big I'd big bug I'd like a little kid just brand new and a candidate.Since then, bro, you're just absolutely dominated. I'm really proud of what you've done and what you've built thanks up there in Sacramento. And I want to unpack it all.Because I you're creating a lot of video content. So I didn't let sneak talk yet. So let's go ahead and introduce a neat right here. And we're gonna lay this up because I want to get into specifically what's happened since you started creating a lot of content. And I want to talk about what's happened with brand and stage presence and all this other stuff. So can you tell everyone who's got your arms? They don't know yet. So I've been licensed for eight years, and I met you two years and my first real estate eventever. And it was really like pivotal. It was the night of the election and I met him and then like they're totally bug eyed and likelike I was hungry and I cornered everybody I said let me buy you a fucking drink beer for my Cuevas. You did let me buy you Let me buy you a beer dude. And let's sit down and talk about Dell or some shit. And let's let's sit there and talk through that journey. You know, like it's all the same stuff.that you always hear about. I listen to books, I immerse myself in education. You know, I was a labcoat agents like rat, you know really learned a lot there learned a lot from you, Mike. And you know, like, there was a time guys, I listened to every fucking podcast Mike had done at that point, back to back to back to back and I absorbed it all. And I did that every day. I quit listening to music. I started a team two years in my sixth year as a real as a licensed real estate agent. I was number fucking one in the state of California.Six years in, and now do I sound like I'm proud of that good, because I am. Right. Like, like, that was a big feat. And, you know, I was able to grow my business through relationships, something that Mike says all the time. Now I'm one of the you know, largest, or I have a huge coaching business. Now, I don't know where I rank, but top 10 For my coaching business, and I'm on a stage like, two times a month.Remember me on stage, bro is I get like nervous. And I used to be like, we used to ask me, Hey, do you want to speak like, for what? How am I gonna talk aboutthat. Now he's doing keynotes. But a lot of this is brand, right?Right. And people confuse what brand is like, Hey,folks, if you don't, you have to put yourself out there if you're gonna grow brand, and I don't believe you could grow brand without content or success. It's either one or the other, you either have something you've did, that's very impressive that everyone wants to know how you did it. Or you create a shitload of content. I don't care about your success or not. When you do a little bit of both, it just goes lights out, which is what's the needs doing. But let's start to the very beginning, I want to go through your recruiting quite a bit. You're building your team. You guys gotta remember when you're recruiting, you're also recruiting other buyers and sellers and clients too, because it's all the same thing. It's a giant popularity competition. Most people probably most of your clients probably don't even know you're creating recruiting content. They just see a real estate guy on video. And they're like, oh, shit, they for all? You know, for all they know, you're probably talking about interest rates.Yeah, well, I mean, we do have that content, too. I don't post that often. But yes, yes. I mean, it's just somebody sounding smart talking about something. Yep. And that's what video does, guys, it positions you as the expert whether or not you know what you're doing. Right. And the more of it you have, the more authority you grow. The more authority you have, the more people that listen to what the hell you say. And then the more people listen what you say the more conversations you're having them were compensated and more business leads to. So walk me through your strategy right now. What are you guys doing?What's your video strategy? Cuz I know you're cutting up a lot of short form, I want to go through short form and long form why short form right now?Sostrategy? Yeah, like, why are we? Why are you going so hard? It's short form right now. And what's it? Let's start. So you started off doing long form. And but you've adapted to know we still do long form we, I mean, we were doing remember five long form a week and it just brutal it just murdering everybody. And that's how I came into this. You were telling me to do content. And we did a years and years and content. And you showed me the ropes. Were sure and still helped us out still to this day. And we did do long form? five a week. And that's and you told me yo bro, that's up. And you're right. But I still did I go you're gonna burn yourself out on it. Yeah, well, I never got burned out. I don't know. But, but I want to go back to five days for the platform a week when nobody else does. So then, you know, shortform gets more and more popular. We started out with Instagram stories. We never fuck with Snapchat, tick tock and reels. And I saw a big opportunity with reels. And I mean, it's a bunch of talking heads with captions like it's getting messy. But you know what? Like, I got fucking what 2.5 million views on a video right now. What was the content on that? Talking about using Jasper? Interesting. Some don't You don't know like some people some videos that you would use the least the ones you expect? Go crazy. And the ones you think are gonna do? Well, don't you just don't know. You just gotta be consistent. What's it? How important is that?Oh, everything I post like, here's the thing. Do I have a big media team now? I have one due to the US. I work with my team. And I got it for vas. We also produce, you know, 20 to 30 pieces of content per day. I have probably 10 plus different platforms that we're pushing content to. I'm just about to start a whole nother brand for my mortgage company.For everything that's that we're doing so we're pushing all you know, like, so the team is producing that. I go to the gym every day, unless I'm traveling.Every day when I'm in between a setSo when I'm doing my warm up, do my warm up or walking over to the weights, I fucking grab one of my videos from my Monday board or my slack channel. And I personally write that little copy on my note bag, copy, paste, you know, sometimes I do it differently, but every morning from the gym, it's religious.Think before you go further doing enough, but go ahead. Before you go forward this is important is that so many people want you to post for me, I always tell them you can't outsource authenticity, you can't have someone post for you many times, it's a lot of times it's very hard to actually get track. Get success with that, because people know it's not you. Like you could just tell by the lead into the post and the content you're writing if you don't post your own stuff. I'm huge on that. Like, I hate when I can't have people post for me because it's like, I have some I'm one of them. I'm like my IG channel my gal will post for me, I'm like, What the fuck was that? I would never say that. Yeah, I mean, so for the, you know, for short form shore.Long Form I've let other people have some liberties with that sometimes. And on mybusiness pages across with four different brands, three different brands right now not Sunil Agarwal, but every other brand that we have instance for our Facebook pages forother people are doing those manual posts, which is fine because I mean, it's not necessarily my face, always but my personal page, which is by far my personal profile, my fucking normal Facebook page, folks, not some business page. When are people gonna get it through their mind? They got to spend money for anybody to see that shit. Right? Crazy 2022 Man, that's like, it's like, having a Facebook business page means absolutely nothing like congratulations.But like on my personal page 100% I turned my Instagram into a creator account. So I could have I could run ads off of it and get more insights. And I'm in my personal Instagram, too it's become a fucking goldmine.Now what what do youyour big pushes is building your team right now. Right? You got a lot of leverage. How is a recruiting play into this? And how do you attract other agents to come join you or see what you're doing and all the above? So, you know, I have I'm very fortunate to where you know, I have this tremendous coaching business with my mentor John Shep lac. So I'm very fortunate of that. And I also recruit and I want every agent in my MLS to hang their license under me in some capacity. Like that's the only goal are you doing it? All of them all of them not I want to present I want Bucky all of them right and coaching business because I really that's fulfilling for me.And how's recruiting going off ofhow is recruiting going on Instagram right now? Well, for people who are sitting at home, they may not be able to see this but I have a picture I have a picture from yesterday. Where is it? I don't know. There's a picture from yesterday that I have where my one of my recruiters says please send out these two contracts went through this one woman went to this one man we track the source guess what both sources were yesterday. IGInstagram Yeah.I like it. Now how are you reaching people though? Because like you just mentioned you have your organic reach and then you have your paid reach so for any broker owner that or team leader all you real and exp peoplelisten to what he's gonna say right like what he's gonna say right here so what why are you how are you getting these people? How are you reaching them? Are you running ads you uploading CSV list? Are you doing it?Soa bulk of all those results is organic, always from my consistency. So let me give everybody a little piece of free advice and you could always pay me if you want more advice I can send you the link after the call.We take American Express Visa and MasterCard yes gladly prefer not to take a max but I'll take it theYour first stepis organiccan consistently people always want to rush to spend money and hey, I used to be that guy and you know that there's still some money out there source of money at the organic will shit on the paid 99% of the time. Yep. The hard part is tell them why that is though. Before you go there tell them why that is organic will always outperform paid the vast majority time. Why is that? I think it's because people already know like and trust you and you're a celebritywellAll right and getting that out paid people see your little fucking sponsored ad in the left in the left corner. It still happens.Butorganic, always wins in every piece of business. And I kicked and screamed, always went for paid traffic always went for the paid solution.And organic. I'm finally realizing this now in my in my career, my history as a marketer. Novice to not pretty fucking professional, right? Is I always went paid fuck organic, I'll just cut I'll just cut the line. No, bro like organic wins. So paid strategy.As a matter of fact, depending on when this is published, I'm doing an event in two weeks where we talk about how to do our paid strategy, the growth mode mastermind.com, December 1 and second in Vegas, where we're going to sit in a workshop and actually build out all the campaigns that where I'm going next. And this is, this is the game changer for me. So if the listeners still aren't doing this, then I've stopped. I don't know what I'm telling you. So I pull every list.Everybody in my CRM, I use follow up boss.I think it's great. I transfer the people from follow up boss to through witley to Facebook Ads Manager, right Willie done that shout out to my boy grant wise.Regardless, I get the information, I get the data out of out of the CRM and enter Facebook. Right Whitley's, the easiest way to do that you do the manual should do if you got a bunch of time, I download the agent list.Right? And I also submitted a make that a Facebook audience. I have many other audiences. But I think those two is this where you start just to keep it easy for everybody. And then I'm going to run a couple of social media campaigns using Facebook Ads Manager, Instagram, and Facebook. And I am going to run them as engagement ads, optimizing for through plays. Andreally, you know, I might do like go to website but it's not a legion. Its engagement. Its brand awareness. It's actually video views. The trick with video views Mike and I wished we'd been doing this longer. And I'm sure you know, but for the good for the viewers.Back in the long form days, we would like water like retarget based on through plays, or somebody watched 25% of the video fucking amazing, right? But now when you got short form, like my amount of 2550 100% views is monstrous.So I need to build that audience. First is those video view audience at the same time at the same audience? I'm running static pictures. Like we're the best agents in town, that the best commission plans different ones for different campaigns. Are you are you running engagement on those two are that's a straight click decider conversion.engagement.Engagement, I want that that's the top of funnel shit which, right.And I'm also running another campaign, another two campaigns, testimonials for our consumers and testimonials bar. He doesn't do best 100% Those who do best but I want them in a different? Well, it's in a different ad set sometimes. Right? It's a different campaign sometimes. But I think it could be as the same. I just want there to be good mix. So what he's doing here, you guys he's he's creating content that gets more eyeballs on it, because he's he's setting up for the play action. So what's part two of this stunning? The part two? Is that conversion? Yep. So and I'd be curious to what what you think about this is now that we're running short form, and we're getting so many longer views? Do you still do 25%? Or do you go like, I could have a great audience of people who watch the whole fucking video sometimes on an 18 second video. So I'm I don't know what the what, here's where I get selfish on the podcast episode is what do you do for video views? Like what what likeI have, so it's a good point. So like, here's one of the things that that like I see on some on our videos, the shorter the video, the higher the view content just because of the watch time that gets pushed through the algorithm. So like it's like, against if you're going on short form, it's actuallymore likely not I won't say hurting all videos good, but it's hurting you more than if less if I were to post a 62nd video versus a 10 second video, I guarantee that 10 second video, just way outperforms the 62nd because it's all based on the consumption of the content. So what's the nits? doing here is these is where like explain this is like think of like football play action pass. Right and really what we're doing in actionbucking play action pass. Well, we gotta get we got it. We got it. I thought you said you're in the gym. I thought you know some of these analogies by now. Yes, yeah. Yeah, so play action. Let me let me just do get elementary here for Mr. Nan sporto here Sunnitea play action as you set up in football, they set up the run, they do a handoff, handoff, handoff, three in a row, and they run the same play just to set up the past so that the defense bites in on it. So it's no different. This is content marketing one on one guys, you create a lot of content, and the people that start watching it are raising their hands for you to sell them their shit. That's why it's like a one two approach. So in the play auction, you get them to bite on the run. So you could open up the paths in the same case with this is that we're creating a lot of content up front was creating a lot of engagement and he's doing it on consumption because the people that are consuming more of his content are more likely to engage in React to him. And what he's really doing is case that casting out a wide net of people raising their hands. Part two, he's going in for the killer the past and he's gonna score a touchdown. Now he can pitch them their stuff because they already have an idea what what he does for a living because that's sort of what you're getting so yes, but I'm so I'm curious as part to a lead magnet or schedule a call. It could be any of the above I've been having a lot of success running five different retargeting campaigns once testimonials once frequently asked questions, once pricing once how it works. And the ones that chose different ads in the same ad for different videos and the same ad set, all running and rotating in between. And they're just objection handlers. They're the same videos that should be on the core pages of your website. Andkeep going, Okay, well, no, then so then you're on, you're getting the video views off of those off of those ads. So there's, I have a couple trains of thought on this. I haven't been running, I'm running. I have a different here's, here's my personal opinion. I'm going to try. I'm not running engagement on my first run. I'm running website clicks. And the reason why I'm running website clicks is because people actually click off Facebook are more interested in what I have to say than not. Yes, I'll have a higher targeted list. No, the cold list. No, it's targeted.Hard good. We're getting really geeky on this. All right. Everyone's like oh, we might have to mastermind about this but after but here's the point guys is that you have to what's your building an audience right? And the more people whether they're agents or consumers that know it's a neat does, the more opportunities he's gonna have. That's I mean, that's it. It's a popularity contest at the end of the day. Now Sunday let's just go let's just retract this let's just pretend you never got on video before and mean you're having a one on one consultation right now and I'm trying to talk you into getting on video What do you think the difference is with your brand right now and your successwhat if you were let's say you never did video before how big of an impact has it made you think you're huge Are you kidding me? No, I wouldn't be anywhere recruiting business coaching none of it when firms someone first meet you what's the first impression? Oh I seem is Do you feel that different? I fucking see you everywhere dude. Yes. And what does that mean you were what there have soldmost times they already know like and trust me do like like they are they are ready when an agent comes in they just want to say oh well let you know that I see you everywhere I say I know you're supposed toquit clicking on my shitwhyI lost my train of thought let me think about let me think back about that. But when your agents are coming in to the office like that difference in like positioning is huge guys like I people like I've been running a lot of ads like I'm in middle in between some services and some recreation of my own but same thing like when people come in or do I see you everywhere it's the first thing that people say I see you ever I see you everywhere and it's such an easy attention getter but why why what struggles people from doing this because mean you talking about this like you hear your mentor Chuck black talk about it grant why he's talking about everyone in their mothers like get on video get on video, but less of like one or 2% of agents are actually doing it. What the hell's the whole day? What are your agents say?For me, too, it's so good. We'll be I'm Chris our content guy here. We're a look. You can count fucking film a video every day for free. Trust me, we don't have much left to say anymore. Right? Like, we're like past that.Oh, great. They even sign up but they don't show up. 100%And the biggest thing I went to people going How long did it take you to start seeing results cuz that's also the biggest hurdle is like people think that it's instant. Like instant credibility. It's like no, dude, this takes three to six months to start building but and that's if you're doing a pretty damn good job at it. But it's the long play you guys you have to work on your business, not necessarily in it. Why do real estate agents need Instagram?vacations so much. I have my own opinion. But why do they have to feel like they're getting leads? Because the reality is that a real estate agent would rather buy 300 leads that they'll never call, then start doing a bunch of videos that 300 of their friends commented on. And no one understood why I was that guy. You we had this conversation, folks, I always knew video was important. And I did little half assed and Mikesell Dude, what the fuck are you doing you guys, your listeners to this podcast? joining the club. Me too. But you got to start listening to what these people say. Like I don't know why why people need instant gratification. I remember my my my mom be explaining that to me when I probably did something bad, right? LikeI mean, he'll look. I want to make money now. I also want to make money tomorrow. And the more shit I can do today, that makes me money tomorrow, well, then a fuck. Good. I'm still making money now just have that mindset, bro. Like,I don't know, I don't think I don't think a lot of people know what it feels like to be cracked. When will when you be a lot of opportunities, I sure have come your way out of the content you're creating, like, that's the best part is like, when you start creating, we have people all the time that get picked up on the news. They get pitched forassaulting every fucking day to like I, you know, like six coaching calls today and get opened another business. And it got approached by another business with a seat with a route with a celebrity, like a TV star in real estate today, right. And we had other ships. So it's everything compounds. And it's just the you know, like I was listening to Hermoza yesterday. And he's all and I've been saying this to like, as the marketchanges. I want insulation. And attention is my fucking installation. And I can control the amount of Yes, I can control the amount of attention I get by doing the damn work. Do I spend money on it? Yeah, but not a lot. I don't have to I use the big view free app or a puppet VSL I did this week. With a big view in the corner. I don't give a fuck, right. And so what what her mosey said was attention is the new oil. Yes. And dude, he's he's right. Like, it's the, it is harder and harder to get. And there is a limited amount and you gotta fucking dig for it. Let's go through ROI on video. It's the biggest pet peeve like how's this gonna pay off? Like, let me just give you guys a real simple formula. Tell me if you agree with us? How's this video gonna pay off? Well, let's just not say let's do 100 videos this year, let's just say let's do eight videos a month, it's a lot more easier for us to get our head around that. Now, if you were to do eight videos a month and you're able to post all of those eight videos on IG Facebook reels, IG reels, tick tock YouTube shorts and just that's just short form content. And you were to do eight months and eat what would be the number of total views, you would anticipate me having to throw a number out there? It doesn't matter. It's irrelevant. Oh god. 40,000 Okay, now of those 40,000 views 20,000 college 20,000 I will say, let's say 20,000. So of those 20,000 views, okay, let's say that they're divided up between, let's say 800 people.Of those 800 people 10 to 15% of them are moving this year and 100% of them have a referral for you. Yeah, this is mathematical guys. This isn't theory that we're talking about. It's just that 80 plus percent of them are going to hire the first one they think of or meet with. I was doing a stat the other day and everyone's like, Oh, I'm gonna go up against so many agents in a listing presentation. Guess how many sellers actually interviewed more than two agentsdo like not a lot less than 1% Guess how many sellers interviewed it knows three or more. It was like 3% Enter interview two and over 80% of AD AD to any foreign in 79% of sellers at different age brackets hired the first day in person they met with so when sneetches said is gold guys he says attention is the new oil 100% It is because without that attention you don't get the opportunity to pitch your shit somebody else does. Yes and there's all that you can control like just get startedon a percent sunny love it dude, any closing thoughts you have for people that are contemplating because right now people are like dude, sales are down. I don't want to reinvest in my business. I'm just gonna go sit in a closet and hide what's your rebuttal? Go get another go. I mean, I'm sure that target is hiring for Christmas alpha at this point.They are. That's the reality of the situation in the market. You guys. This is the time to get loud just know that the majority of your competition is quiet. Mike, every time we log on social media do you see my face? Yeah, I see you on Tik Tok like I every morning when I post I do the same thing. You're at the gym. I'm like usually in between changing a diaper some but when I do that, I post my short in the morningAnd, and just that 15 minutes it takes me 1015 minutes a day and every time I do your faces the first damn thing I see.It's hilarious, but dude, you're fucking crushing it. Congrats on all your success and also like, something that I was missing out on when I wasn't making enough normal posts on Insta and Facebook. So this week I'm trying to do two or three a day. And I tell people omnipresence. Kristen asked me four years ago, what's your Word of the Year? I said fucking omnipresence. I know that Grant Cardone Bo book, and I want people to choke on my face, bro. Right? You got it. You can't escape me. Yeah, I want all that attention, all of it. And if you're not doing that, you better be good at something. I don't know.Yeah, my phone rings with opportunities, from the content that I make. Opportunities like getting to be on this great podcast was such a badass Mike Cuevas. I don't know if you guys need anything. Hit me up on Instagram, Sydney, underscore ADRA wall 916 my website. Sign up if you prefer my list, Sydney, Dagara wall.com We got a bunch of tools I use on there was some good deals. And, you know, catch me on social. Just engage with him any which way and he'll start following you around every place you freaking go. And then you'll see how it works. And then just a matter of you putting in an action, folks, thank you very much for listening to this week's episode. We'll see you guys next week. Don't overthink the content creation thing is very simple. Just start doing it. And you'll get better as you go. If I would have told you what Sydney looked like the first couple of videos that he shot, you would probably laugh.I almost want to get the very first one that you did out there because he wasn't nervous at first. But dude, this is how everybody knows it's not hard. It's new. But you just get used to it and become second nature. So Don't Quit letting your own self get in your own way. Start creating content. You should make a post of that first video.Actually, I think I might do that. That's a really good idea. Actually, we're gonna do that when we hang up this podcast. So thank you folks. Make it real. All right, we'll see you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

Today we are gonna be talking about brokerages. Are they worth it? What's the benefit? Do you really need them? You might be surprised but they just might help you survive this recession.Three Things You’ll Learn in This EpisodeDoes your brokerage really matter?How can your brokerage help you through the recession?Why teams can be important to helping you grow. ResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome another episode of the real estate marketing do pa girls? What's up? Ladies Gentlemen, what we're going to be chatting about today is brokerage. Are you at the right brokerage? Does your brokerage even matter? What is the difference between all these different offices? And what does it mean to you? So, I have a lot of experience on this unfortunate, I think, in my career, I've been to like 11 different real estate offices or something like that. And for whatever reason, I used to switch every year to two years, I felt like, and I would go around and chase the next shiny object. And I did this for about 15 years. But in hindsight, when I really realized is that, you know, it doesn't matter what brokerage, you're actually at, at least for me, it didn't, because ultimately, unless they were handing me business, which meant I was just part of a large team, the chances were, that I was still going to be responsible for my business, all my advertising, and all of the above. So what we're gonna be chatting about, on this week's episode is at the end of the year, and a lot of the times in the fourth quarter here, if you don't haven't done this in the past, what I always advise and do a show out of this time of year for over the last four years has been, I'm preparing for next year, and it is ever more important than ever, right now in this particular season. And the reason for that is because of what we're experiencing books, the market is rough. I talked to a couple lenders today. And you know, guy's gone for four months, which is two closings, right, as someone who has to do a lot of business and people are being affected everywhere by this, which is why would I suggest you do during this time is to start working on that business, despite how many closings or clients you're working with right now. Because what you do today will pay off tomorrow. And the reality of the situation is that, you know, this market is going to be slow, guys, I don't see it getting better anytime soon. I wish I had different news for you. But there's opportunity in that. So as a matter of fact, I've seen transactions to be down roughly a third, transactions are down 33%. Across the board, we're seeing I just saw the data a couple of weeks ago. But agents are dropping just as quickly if not even faster. So there will be less transactions. But I say this to you, because the amount of agents that are leaving the business is greater than the lesser transactions from last year. And that alone is the opportunity. But you got to put yourself in the business of running a business folks, for most of you and I have not seen a shift like this before. I'm going to warn you, I've just done my second and a half shift, I know what's going to happen, I have a very good pulse of this stuff. And you have to start adjusting to what the markets doing. You see, most of the agents in today's world this is for your broker owners to anyone who's been in the business in charge of managing agents like you have to share with what happened in the past because we only learned from history. And what i i You guys can refer back to us it is November 10 2022. But I believe we're not seeing the worst of our marquee. And I think in the next six months, it's gonna get a little bit uglier, I may be wrong and may be right. But in either way, regardless of whether I am the most important thing you can be doing with your business right now is adapting to this change adapting to the shift. And part of that is whom you surround yourself with. All right. Real estate can be a lonely business. It really can sometimes just feel like you're on your own raft and you're your own little island out there. And no one's really out looking out for you. Right. And, you know, real estate's been pretty easy. You guys for the past 12 years, we've been in like a bull market for like 12 freakin years, man. It's insane. And things have shifted, which means about 90% of the population out there has never seen a shift, therefore they don't know what to do. And it's going to require shows like this. Other people in the industry stepping up and showing people what to do. And what is going to happen folks is you got to switch up. What you're doing today, the status quo is not going to be no longer acceptable. You have to go to where the transactions are going to be. And one of the best ways you can do that is because I know there's a lot of people at the end of every year making a switch and switching brokerages but I know soar more than now than ever is people are not only switching brokerages because it's the end of the year. People are switching brokerages because they're scared and they're looking for leadership. And if that's you, I want to share with you on how to look for the right spot for you because I wish someone would have shared this advice for me before I made 11 changes in my career. So here's what I'm going to get into. Ultimately 96% of consumers are going to hire the agent over the flag they hang their license with so people aren't hiring REMAX Coldwell Banker exp real big block whatever the hell it is people aren't hiring, that they're hiring you as an individual. So my first answer to you is, it doesn't matter what brokerage you're at, I believe that you are 100% responsible for your business. Now, the only caveat to that is going to be if you have a broker, or something along those lines that are feeding your business, okay. And if you're in the position right now, where you're struggling, and you're worried about the future, go out and find a team immediately. Like, there's nothing wrong with joining the team, especially if you're less than three years or so in the business. Or if you just don't have any business teams are a great way to leverage transactions, yes, you'll give up some of your commissions for it, but they weren't your deals anyways, and get that experience. Because what you want to do right now is rather the storm, and who you surround yourself with is going to be absolutely essential. Now, if you're looking at an overall office and an overall offering, I just want to give you pros and cons of different things. You're seeing a lot of movement with these 100% offices, and then we'll talk about the recruiting offices and the downlines. So you've seen a lot of movement with 100% brokerage, so is 100% brokerage right for you. In this type of market, I'm at 100% brokerage. And yes and no, just because you get 100% of your commission is nice, but if you don't have the support, that is going to help you get more commission, then it could sort of bite you in the butt. So if you're considering that type of brokerage, my advice, again is to who's running it, it doesn't matter who the flag is, the things I look for in a brokerage, our great culture, right culture is going to be really important in the next market. And the reason for that is you're gonna have to stay motivated in the next six to 12 months, this is no longer going to be just real estate, this is going to be hand to hand combat in the trenches of World War One, you're going to have to do some things that you are not used to doing that are gonna make you uncomfortable, but take peace in that because you only grow when you're in situations that you're uncomfortable, you stop growing when you are comfortable. So I want you to remember that something I heard Jesse Itzler say, once in a mastermind that really stuck and think about it all the time. But you have to always position yourself and put yourself in an uncomfortable situation. If you truly are working on growing. It's when you're in a comfortable situation that you stopped growing and stop building. That's where complacency sets in, which is where a lot of us has gotten into this market. So so look for a brokerage with that culture guys, because the culture is where gives you the motivation and gives you the ideas, brokerages with a good culture, I think always have their eyes on the ball. Some things I would tell you to be looking at for brokerages and questions I would be asking them is, what are you planning on doing on the shift? Do you guys plan on having any active foreclosure accounts? Do you guys plan on implementing any types of new systems? What are you guys doing about the shift to help us sell more houses? Right, because brokerages just as well as you are gonna have to also go out there and work twice as hard. Right, the brokers are gonna work twice as hard to support their agents. But you also have to work twice as hard on your business. So first thing is is look for that culture. Number two, look for niches. The riches are in the niches in this market. There's two rules I have in a real estate marketing when it comes to one is own your database. Your database is recession proof and this is a different podcast. Okay? If you want to learn about that, go visit our new product called referral suite WWW dot referral suite asked W E T like sweet popsicle. And check that out that is a marketing platform and allows you to farm your database and own them. So they stop cheating on you on Facebook with other real estate agents and lenders. But the point is, is that database is always recession proof because a percentage of it is always going to move. The question is whether or not they're going to use or refer you Okay. That's a different podcast. When I'm talking about as I would look for the brokerage that's shifting to the market already had a schedule. And here's what I mean by that. There's there's a lot of things happening in the industry, brokerages that are very forward thinking are already setting up short sale loss mitigation departments and office. Okay, that's a great question to ask a broker, Hey, what are you gonna do in short sales come and if you don't think short sales is going to come. We disagree and where we see the market going, but I think short sellers are gonna come there's an affordability issue out there. And the more layoffs we see, the less people are gonna be able to afford the houses they have, they're no longer worth the price they bought them with. Okay,I'm gonna say we're gonna crash and go into 2007 But I'm saying you will see distressed and the brokerage that is thinking forward is going to already have those plans. We have loss mitigation plan for when it's ready. Our agents are going to have short sale negotiators ready to rock and roll so that we don't skip a beat and they're going to adapt to the market that they're In today, all right. Another question you could ask your brokerage that I believe is extremely important is Do you allow me to build my own brand? Or do I have to like ask you for every bit of advertising or marketing I do. If you've been listening to the show for a while, I'm a huge advocate for brand advocacy for individuals. And I believe that you're an independent contractor. And if I believe that your brokerage won't let you have your own brand, your own brand logo, if your brokerage won't let you market your own brand logo, if your brokerage doesn't allow you to put your phone number on your damn signs, I believe you're at the wrong brokerage. All of those things are abilities to allow you to build your own brand. And I believe that a brokerages job because 96% of consumers hire the agent, not the brand they're affiliated with, is to become the client of their agents. It's a model that we follow here at a big block and it works well. But I believe that you should have your own brand, because that's what this business is based on. 80% of people hire the first agent they meet with, of which 74% are either referred they used in the past or you personally met or run into him in Open House walking down the street or even on your Facebook feed. So the brand has always been you. And the second question I would ask that brokerage is hey, how can I can I you care about me doing my own brand? Do you have any recommendations? Like do you care if I wear my underwear on social media, all of that stuff because you have to be you, especially in this market? So that would be the next question you have any brand restrictions. Third question I would say is look at the brokerage and see how they're marketing themselves. It is 2022. If I have a brokerage that's not even creating content on video, like this is the brokerage creating content and video, they're a little bit behind the times nowadays, if you see someone out there creating content, handling a bunch of shorts, reels, always multipurpose and if you see him just creating a bunch of stuff, they have a lot of videos, a big video channel, you know that they're more than like little bit more forward thinking than others. If you see a brokerage that doesn't even have one video up and their website still looks like a das Microsoft System. Well, you're sort of behind on the times. And these things matter folks like you know, it's getting more expensive to operate as an individual, independent contractor regardless of where you're at. You have video costs if you're doing video, you have an added in costs, you have to pay your MLS dues, you have all these other fees, brokerages today have the ability to subsidize services on behalf of their agents or their agents could take advantage of services for lesser cost. I look for brokerages like that. There's a they're actually clients, but friends too. They have a first class Realty franchise in Kansas City. If you're in Kansas City, look them up, they do a fantastic job. But they give their agents all these different options. And what I love about their business model is they have 100% option, they have a split option that has a lot more support, but they give them a split. And then they have every type of vendor or service provider around them that like it's just like a it's like a storefront for real estate agents. And I believe that's what a brokerage should be. Like, if your brokerage is not serving you in earning their split, then what the hell are you doing there? Right? You want to look at all of this stuff, because I'm telling you guys like you have to be in the right. You have to be in the right state of mind, for the market like this, you have to have the right leadership, you have to read the right culture to create the energy that you're gonna need to get through it. And I'm not trying to scare you guys, I'm just this is serious stuff, though. You have to be in the culture and the community that's going to allow you to grow because markets like this are where you grow. markets like this are what build brands because those who make it out of here, you guys will have a brand and a team and you'll be in business for the next 1020 years. This is what happened in the last downturn. See the opportunity in markets like these is that you're gonna see brokerages go out of business, we're already seeing lenders go out of business. We're seeing lender shops closed up, we're seeing mergers and acquisitions across the fraud. If not, you're gonna see many more. But why is that it's because people are consolidating right now. And I think if you're in that position with your business to you know, go out there and find a better tools, a better value proposition a better environment, by all means you should because whoever you're with come January you want to stick because it's gonna be time to grind and grind for you might be a little bit different than grind for me but whatever that might be, whether you're gonna be creating videos, whether you're prospecting, cold calling, get ready to go but my point of this whole show today was just to share with you guys a couple of things to look for when entertaining a different brokerage because I do believe that who you're with during this next market will be extremely important to the success or non success. So if you're not getting that support, you need to go out and find it before that New Year hits. We have that Thanksgiving Christmas timeframe and the rest of the stuff you should be doing during this time. It's just working on building that business. sharpening re modernizing your listing strategy, modernizing your consumer experience working on little systems that are going to help you market your database more, cutting out all the fat of subscriptions things you purchased last year that you've never used or never logged into books. Button it up, Button up your business. Work on your business promise you spend two to three weeks just looking at your business and treat it like a business because the salesperson chasing a check will be out of business but the real estate agent or lender running a business as an entrepreneur will not only last through this market, but they're going to excel far and few are fired wide directly after it. So hope you guys got something out of the show today. If you have any additional questions, or if you need help with anything real estate related marketing like video services, where you'd like to check out our brand new software, I encourage you to go ahead and do it referral suite.com That's W S W et sweet like a popsicle referral suite.com Thanks for listening guys, and we'll see you on next week's episode. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

Today we are looking at alternative and supplemental ways to thrive during this recession. It's a hot season for investors and my provide exactly the financial freedom you are looking for.AJ Osborne has overcome insurmountable odds to be where he is today and now has a bestselling book and top rated podcast about the success he found in the self storage industry.Three Things You’ll Learn in This EpisodeWhy you should consider investing during a recession.How you can invest in the self-storage industry.How you gain financial freedom when times are tough.ResourcesCheck Out AJ's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, we're gonna talk about opportunities and what's going to happen in this upcoming recession. I know a lot of you guys are scared shitless. But there's no reason to be because these are when the best opportunities come about. And sometimes those opportunities involve you not actually selling a house, but investing in stuff, maybe for once, or maybe investing in yourself in real estate, if you're gonna have a license to help other people invest in real estate, some of the best deals are about to pop off. Maybe not right now. But mark my words and 1218 months ago, see a whole different story. And I think there's gonna be a whole lot of opportunity. And it's just gonna be a matter of whether or not you want to grasp it.My advice to you guys is to learn other things get uncomfortable, being comfortable and or get comfortable being uncomfortable, I guess, is what I meant to say. And just literally, start learning new things, because you're gonna seize opportunities, you're gonna see foreclosures, you're gonna see short sales, what happens in a recession is that people lose their shirts, people lose their jobs, their shoes, their income, their livelihoods. And a lot of these people own properties, and there's going to be a need. People think real estate investors are these big, bad evil people know that they really do as they help people that have house problems, Otherwise, they wouldn't have a fucking business. That's the truth. So what we're going to talk about is investing today. And we're gonna talk about specifically self storage, investing super interesting space. I don't know much about it. I know of it. But I'm excited to have him on the show today. And he's going to tell us how to sort of think outside the box and take ideas like this, you guys and look at it to expand your horizons because that's what you need to do right now. Looking at other opportunities, this could be one of them. So without further ado, let's go ahead and introduce our guest, Mr. AJ Osborne. What's up, dude? How's it going, man? Happy to be here. Thanks for joining us, why don't you go ahead and just do a quick intro to everybody who you are what you do. And let's get into this. I have all kinds of questions for you. Right on. Yeah, so I've been doing self storage since a prior to 2008. I was in insurance sales, moved over to self storage, because we were like everybody trying to get financial freedom, passive income tax benefits, right? We were slammed with our tax liabilities because we were commissioned base, right. And so when looking at assets, we couldn't find anything that made sense. It was like, I don't understand this. We were all cash businesses, right? Everything was cash base. So when we looked at the real estate market, prior to Oh, eight, it was like, there's no cash here. There's no cash flow. And so we found self storage, self storage, was a asset class that nobody wanted. Nobody liked it. It was a junkyard banks didn't like it, institutions didn't play in it. And so we could buy these from these Mom and Pop operators that own them. And we could turn them around through very basic things. But more importantly, we could buy them really good. And we had a lot of cash flow. And so we started doing that. And we focused purely on things like operations. So I firmly believe we focused onbusiness ops, and I looked at self storage and said, this isn't a real estate asset class. This is an actual business. We have products, we're going to do product market fit, we need to do all of these things. It's acts more like a retail center than it does some passive real estate investing. So we built our self storage company around that. We scaled up right now we have roughly, I was actually doing the numbers yesterday, just over 300 million in assets, we have 33% debt over 60% is owned just by me and my partner.And we have over 80 employees across eight nine states are in the top 70 operators in the world. I have the best selling book on self storage, self storage income podcast, which is the number one rated and largest Self Storage podcast in the world. I also own a property management system company, a tech company in self storage, as well as founder founding member of the largest Self Storage co op in the world. And the reason why I got so into self storage was due to the fact that after building up our portfolio, I was still working full time. So an insurance. I became a quadriplegic overnight. My legs stopped working. My wife took me to hospital, didn't even knowTo say goodbye to my kids. And within days I was put on life. I was put into a coma, hooked up to tubes, put on life support. Then I woke up from my eyes down paralyzed, and I lived on tubes for months, I was taken off finally, when I could breathe for myself, and I was put into rehab facilities.And when I was in my rehab facility, I, when I went into the hospital, I was planting trees. It was nice and warm. My kids were all playing soccer than the in the rehab facility, I was going to get to go home for the first time, and it was Christmas Eve. And I was going to get to see my kids open up the Christmas presents. And I was not concerned about my kids not having Christmas presents, I wasn't concerned that I lost my house, I wasn't concerned that my wife would have to leave our now for children, we had just had a child, he was three months old, when I went into the hospital, I wasn't worried that she would have to leave our newborn and our three children to go get a job to pay bills. So we would go bankrupt. And I was fired in the hospital. So my employer fired me and let me go. And I did not have a concern about those things. Why it was due to the passive income from real estate that saved my family's financial life. And I realized at that moment that night before I was going home to see my kids how important it was. And I thought I'm going to share this with others. And we're going to allow other people to invest alongside with us, but I'm going to teach and share it. And then I got out of the hospital. And for the last five years I've been I had to relearn how to of course do everything talk, eat everything else and relearn how to walk, I was sent home paralyzed and bed. And for the last five years, I've been coming back teaching about self storage, growing our self storage, business, and portfolio. So that's me, dude. Well done. And holy crap. What a fucking study you are. Great story, dude, I have to break it down into two. I'm unpacking all kinds of questions. I'm writing down here as you're doing it, but very, very impressive. So you guys, this guy knows what he's talking about when it comes to self storage. I want to talk about when it started, and oh seven.You know, like, and this is what happens like you took on a problem no one else wanted.And he became the only one like the only shop in town. And I say that because when we look at all of these different people that listen to like his real estate agents, mortgage brokers, they're all selling the same thinglisted on the MLS put a house inside and it's like a commodity right now. And it's like, well, what are you doing differently? One of the guys I found a lot of content is Billie Jean. And he says, he says it really well on one of his webinars. AndI don't know if it's a podcast or what it was. But long story short, he goes,the one who's able to solve the most problems that is least competition basically is the one who always out performs and wins. And he's like, that's why doctors get paid so much because there's not as many doctors as there are mates. Right? So it makes a lot of sense. I challenge you guys on it is like just think about what he just said and how that story got there because I think you're gonna have a lot of that opportunity in this upcoming market with investments like this. So awesome story. How did you get sick though? Just like what happened? And how did you end up number ray. So gamma ray is it's not a disease, it's not anything like that. It gets triggered. So something happens and it triggers the body. My blood cells my white blood cellswere triggered and confused and thought my central nervous system was the virus that it was supposed to be attacking. And it my body produced white blood cells that hundreds of times normal and they severed my my nerve nervous system for my brain they destroyed my entire nervous system in my body. And it happened quickly. No one knew what was happening for when we got to the hospital they wouldn't even admit me because they said there's nothing wrong with you outside the fact that your legs stopped working and they wanted to know if I was on drugs they thought it was a mental issue because they're like you're perfectly healthy there's nothing wrong with you which they quickly found out after they figured out what triggered it then they knew it was gonna array and from there they rushed me to get me ready because they knew I was going toeat how big was the storage business at that given time? This is big this is five years ago. So this is after you know Self Storageprior to oh eight you know people it was it was seen as a junkyard it was a lower class asset is an understatement, right? Nobody wanted it nobody invested in it. After oh eight. Everything changed around self storage and how people view and sell storage. Institutions came in and played with third party management that allowed banks funds everybody else. Technology companies came in it was all institutional grade. TheyGood now test it. The reason why nobody played in it was because it was so new. So storage came about in the 80s, too cold in the 90s. Prior to oh eight, oh, it had never gone through a debt cycle. So banks had no information, nobody had information to know if it would do good or bad. So nobody played in it. And there was no one to operate them. They're not like normal real estate assets. So if you have to operate it, all these people may, okay, I want to allocate $100 million into cell storage, but who's gonna run this, I'm not gonna go there and sell units and kick people out and do auctions and marketing and everything else. I'm not doing that. So there was no way to even enter into it after 2008 institutional grade third party management hit the scene in a big way to REITs. Then you also had the test the institutions needed to allocate capital after a debt cycle, and institutions and normal people flooded into it, because of its performance through 2008. And this created a boom in self storage. So from 2015, on the self storage industry exploded as an understatement.It became one of the hottest asset classes in the world. It's the best performing asset class in the last 26 years, and the lowest defaulting one. And map for 2015, they started to develop the highest development in any year prior to that point was just over, I think it was 1 billion after 2015. It was two to 5 billion every single year, over year over a year. So the age of self storage really came about, and everyone from banks to private equity to institutions wanted to get in the game. And then over the last four years, you've really seen the effects of that, and the compression of cap rates. And the demand. I mean, you had storage units that were selling like the same cap rates as multifamily, that have long term leases. So it it it went nuts.That's amazing. All right. We gotta get into the deets how this is done, I've been preaching on the shows like, gotta agents become investor friendly.I'm gonna pick your brain after this podcast and ask you how much you need to invest. That's a side note. But what do i Alright, so let's, I'm gonna start I'm a newbie, I'm brand new to the business, I you have my attention? What the hell do I do first? Do I go out and find land? Do you build these up from the ground up? Is that the better play? Or do you go find an existing old one that needs to be kicked in the butt. And then the second half that I want to get into is how you retailed the opportunity. And I want to share an analogy, because I think this is registered over concert, paint a picture, if you're listening to this, when I went to move the other day, I went to a box, I guess it was a storage facility. And then they had a store in there. And I bought into buying like $300 worth of like tape boxes, and all the stocks, I wasn't gonna go make another stop. So that's what you're talking about when you're retail lysing these individual units, so you're getting not only the rental income, but also the business income, correct? Yes, yeah. So that's what I thought humor driven product. And we even view like, so when, when I even think of units, I think of units as products. So like, if you think a storage facility, there may be 15 Different size of units that offer and do totally different things. They're different products that different consumers want to use them for everything from businesses, to families, to whatever the utilization is of that, but they're different. So when you're marketing, when you're looking, we're doing customer and product placement, we are out trying to find it, we have different products that we are selling, and then we have insurance them. Of course, we have all the servicing people do moving products, right? There's all sorts of other lines of revenue that are added on and sold. So yes, you're correct. But the storage facility even without the added health revenues, still pencils. Oh, wow, absolutely. Crazy about it, right? It's like you just buy storage facility not have any of these things, you guys and it still makes a lot of sense. And then these are just like profit maximizers to the eighth power.Gotta look at it like this. I mean, self storage is the reason why people beginner should get into self storage. Okay. There's a lot of reasons why I think it is the greatest commercial real estate asset class for an individual to get into why because unlike the other asset classes, they have not matured, self storage has not matured fully. Now, it is mature, but most real estate asset classes had their development cycles in the late bear in the 90s. Okay, retail, everything else like that came about and the consolidation through the 80s and the 90s through private equity institutional funds, right gobbled all the assets up, packaged them up, and now you have a period where you know,multifamily is 80% ownership is institutionalized, right? Well, self storage, it's like 60% are still individual operators, mom and pops. Now when I got started, it was 91 or 92% were individual operators, but self storage is going through a consolidation phase. So you can buy these individually single operated small facilities in rural towns and big cities, right. And you can do very simple things to maximize them, right, make sure people pay their rent, maybe build a website, but then you also have the consolidation going on. So you know that somebody's there that will want to buy it, that is the best position for an investor to be in, I can still get good deals, and I can improve it, right. And then I know that there's a buyer at the end of the table. So when we got started in self storage, we were getting good deals and had high cash flow. But that wealth generation source was really unknown. That's why I didn't frankly stop selling insurance or doing other things. Because we didn't know that there was this clear end buyer that was going to want to buy these assets. That is definitely different today. So if I go by build, do whatever, I know that I can make that very profitable, it'll cashflow high, we have 40% margins in self storage, right. And that's a real estate asset. And somebody will want to exit it at a very high amount. So let meunpack that a little bit for you guys to make sure and, you know, like, in the last two, three years, you see syndication, multifamily, multifamily, multifamily, got the Guru's are just pumping that out. And what he's saying is that once the institutions unless I have this wrong, but once the institutions come on in, they basically maximize the asset class, right. And then once they come in, it's hard to compete as a mom and pop, the cap rates are less because they could operate and a lot less of a profit overall, because they have the money there. It's institutionalized. So you still have that 60% is huge, guys. That's like saying, so there's a lot of upside is what your is what he's saying is there's a lot ofstill a lot of upsides. But then once this thing,this is like history repeats itself, do you anticipate this asset class being storage? Getting maximized out and then there's going to be something else is that what we're saying here? In five years, self storage will be 40%, Mama Bob's, you'll lose half the mama pops in five years, at self storage will be just like multifamily, or any other asset class in the next five years. So you're exactly right. The upside on it is still incredible. Whereas the upside on a lot of these assets have really plateaued out except economic forces. So what that means is that the that what you're looking at on multifamily is very, very simple, right? I want my tenants to pay down debt, I want to try to generate cashflow. And in the future, it will be worth more or pay down debt value will go up and rents will go up, right? Those are economic forces that you're buying and saying in the future, it'll be better, right? Well, I can buy storage facilities today. And I can make them better, and I don't need the economic forces to go up, then the economic forces take it up, and my wealth explodes. And so your returns, right are staggering, because you get all the benefits that you do have normal real estate. You can buy underperforming ones and get the immediate upside and have high cash flow. And a lot of us asset classes that just doesn't exist anymore. I mean, I'm looking at multifamily deals for years. And I'm like, Are people just buying these at a loss? Like, are they just losing money every single year and the little bit they made was teeny, right? Tough. They're tough, tough. They seem far and few in between no doubt. Alright, let's talk about actual property types. Would you rather find an old facility or old business and re Juvonen it or where I traditionally sold real estate was like in a market like Chicago, and there was a this this is like just just so many big beautiful loft buildings that are just perfect for just conversion, you know that the infrastructure is there, and it'd be so easy to convert these into like a storage building. So is it any or is it a little bit of all like, usually we got to look at the deal like, which is, if I'm looking at acquisitions, where's my mindset right now, what's my property type? Or am I going after a property owner? So I do all I you know, we were big starting the trend of conversions by bankruptcy for Kmart office buildings, turn them into storage facilities, I do ground up development, and I acquire if you're a new bit newbie, the best thing to do is acquire. The reason why is you have consistent cash flow, right? And self storage like other assets, but self storage in particular is very sensitive to supply and demand economics. If you get into a market that is oversupplied, there's very little you can do about that. And that can hurt you. So you have to really be able to nail down demand, right? Well if you're building an assetAnd you don't have any experience in storage, you know, the repercussions of not getting that demand wrong are very, very big. Right? Now, if you are buying a storage facility, you have all of the information, I can see the demand, and I have it cash flowing and paying me, I can see how sensitive it is, how long it's been full, how long rates have been going on, right? And then I can look for the areas that I can improve. So it's a much more easy way to it's easily identifiable, the upside, right? When we're doing developments or conversions. We're looking for deals that are just crazy homeruns that have so much upside that even if markets turned down, even if things slow down, we're still okay, right? But we are really, you know, we have data, we have a lot to really find and analyze demand. So if you're just starting out, it's probably best to first understand how storage works. By it, see it, take that easy win, find the facility that's easily you can just simply delinquencies are high, make people pay the rents, right? Keep hours open and answer the phone. And you can increase revenue just by operating it decently. And then you'll learn more about it. And then if you want to develop, you'll understand what I'm developing, why I'm developing where and what are the risks and how to really measure develop demand? What what would be a good area to look in for demand? Is it high population is a certain type of industry is a near certain type of city? Is it within a highway distance? Like what are some of those economic? Let me walk you through it. Yeah, things you want to round it. So here's what you got to look for. Now, first thing is the number one threat to self storage is self storage. Okay? So when we're looking at self storage, I'm looking at first and foremost, you want to look at the amount of storage on the market. So the per square foot capita, meaning how much storage is there per individual, right. The second thing I want to look for is occupancies. But just because you have high occupancy doesn't mean you have to high demand. And a lot of people don't understand this. And I've seen this in other markets. And it's kind of crazy. And then the third thing you want to look for is historical rates. The reason being is you want to understand how much square footage is on the market, and how much more is coming on. So what will be the change in supply and demand? Then out of that square footage on the market, our facilities fall? Okay, great. They're all pull. All right. But now what kind of demand is there, then we look at rental rate increases, and we're looking at the correlation between occupancy and rent increases. And if those are inverse, that's a bad sign, meaning you increase rates and occupancy dips down. So you'll have areas that are 100%, full, but rates have been stagnant for years. Because if you up rates, everybody moves out. So just because they're full doesn't mean there's any demand, right. And that's a really scary thing. Because if you're at that level and somebody builds a facility, it can only go down, because there isn't enough demand, even support where it's at, even though people are full. So the correlation between rental rate, rental rates increases and decreases and occupant occupancy, I want to see that they're getting good rental rate increases, and occupancy isn't budging. That means you have a very inelastic price point in that market. And so those are the three basics on how to really understand it. Now you can go into demographics, you can go and all this crazy stuff, right, which we do. But at the end of the day, it's those three points. And I don't need anything. And I can pretty much tell you if there's demand or not just by those three points. And who are the consumers? Like who's leasing these things? What are they doing with it? Like, I've never rented a storage unit. I know it's a big business. But like, what am I putting in there? Like, are they just storing, like all their extra shit for summer? They store in their wine, or they store andso all the above? Yeah, the big thing you got to realize was storage is it's probably the most misunderstood asset class. So most people think, Okay, we have self storage, because we're just hoarders, and we hoard too much. Right? And that was the prevailing thought prior to 2008. And what people thought is if you go in an economic downturn, those storage empties are going to just be vacant, because self storage is a product of excess, right? But then that didn't happen. And what they fail to realize is storage is an outcome of economic, economic, and regulatory impacts. So if I'm adding a 10 by 20 onto my home, the price per square foot to do that is astronomical compared to a recent lease rate that I want to do if I lived inor not, if I lived in when the in the 1980s Right, my dad wanted to store some stuff. He built a shed in the back of his house. You can't do that now. Right? So you can't put artHe's out, you just can't have crap lying around, you have HOAs that regulate how everything looks what you can do. So now regulatory and economic pressures to price points make it so just to live and consume at the same basic level we did on $1. amount. So consumption has risen. But the impact of consumption to income has not risen. That's what people don't understand. Right. So we consume more with the same amount. The impact on income and, and real estate, that is not the same. It has so far outpaced that right. And then the regulations of the real estate have exploded in the last 2030 years. I'm guessing. That's why people guessing big cities are a good thing. And this is like, like here, imagine like in California, the guidelines and the restrictions are so tight, there really isn't like you get I guess you're right, if you're in a condo building, especially the new ones, even like condo buildings that were built, like 15 years ago used to have like a storage room, you can actually like walk into it. But condo buildings built today, you get these little like two by two cages. And that's it. That's how I mean, and I can see that makes a lot of sense. It's almost like they forced this it has to happen. There's nowhere else to go. Yeah. And think about if I'm a builder, okay, I can I can build a condo. And I can put extra space for people to storage stuff. And that takes up 50,000 square feet. Yeah. Doesn't pens if I was to use that 50,000 square feet to rent out in the condo, right there. Yeah, that's such a wildly different return, it makes no sense to do it. You're right, it doesn't pencil. So self storage is now that new thing, because what they're doing is they're taking volume. So what doesn't work on an individual basis does work volume, right. So it's actually very logical. It's a very,it's a demand that is solid, and it's not going away anytime soon. But a lot of people too, don't understand that. The highest utilization of storage facilities is actually in rural markets. The number one utilization utilizer of self storage is single family homes and families. It's not apartments, really, I would adopt a complete opposite. Interesting. I was thinking in my head was big city, near condo buildings. Those are my head went immediately. But why is that they have the highest prices per square foot because it's limited on what people can buy or build. But as far as the amount of storage utilized in those markets, it's substantially less. And the reason being is in rural or markets, people have higher disposable incomes. And the activities are very different that they do. So if you go into the intermountain west, or you go across the front, and down into Texas, people have toys, they have disposable income, they travel, they want to buy more stuff. When you live in an apartment, right in LA, you're not buying a four wheeler, you're not going skiing, right? You're not going camping. It's you know, you may store a Christmas tree, but probably not. You're not decorating your house, you're not filling that house with things. And so it's 45% of all tenants are single family, homeowners right across the street. I live in Carlsbad. So Southern California and then a great across the street from we're in an HOA, I'm curious about this, if they own that land or not, but directly across for me as a parking lot just for everyone's RVs. Yeah. Right. So they and just single family homes, but they there's an it's full, there's a 50 RVs in there. And I'm wondering if the HOA is just leasing that back to the homeowners as part of as extra revenue because I do know you have to lease them. So that's definitely what they're doing. That makes sense. But it's like, what else would that have been? Like? It's just literally an empty lot. Yeah, you know, they put up a fence around it. That's the maintenance on that thing. It's just pure profit, right? Let's talk about that. And let's get this wrapped. But I want to so maintenance, what do I have to do? This sounds like a lot of work. What's my day to day look like? Because I know there's two aspects of this. You mentioned one is just the actual real estate rent collection, the landlord part of it. But then the part that sounds really exciting is this business model part of it where you have a whole fleet of services cater to the people who are leasing the space from you. It's almost like the McDonald's model guys. Would you like fries with that? Yeah, that's where they make their money out on the burger. It's the upsell. It's a happy meal. Yeah, and you're right. It's really so like, when you look at operations stuff, we do things like we do dynamic pricing. So like airlines do, right? Every single seat pays a different amount. My Units are changing every single day. What that means is I'm setting market rates, not the market. So when you look at a city and you have a three bedroom, two bathroom, right? They're all pretty much as long as quality is the same and locations the same. They're all going to be priced the same. The market is going to set that price, right. That's not how it works in storage. If I have a 10 by 10Bob right across the street as a 10 by 10, our 10 by 10s are wildly different pricing. And so the better operator can maximize square footage and pricing and dramatically increase revenues that way, short term leases that was looked at as bad thing is actually one of the best things about storage, while everybody else was getting slammed while you had inflation soaring, right? We were changing our rates literally, boom, boom, boom, every week, as prices went up. And tenants are sticky, because the impact is less. So if I give you a 10% increase on a $50 a month unit that is less than a gas money it takes to move it not to mention if you're renting vehicles, if you have to move it, it's also less than just the signup fee at another storage facility, which is gonna be 50 bucks, it's 10 times less than the signup fee to get into another one. So who's going to move? Nobody?Retention is good. Uh, yes, it is true. Like, I don't want to go if I drop all my stuff off. I'm like, like, the last thing I want to do is go move it to go save 10 bucks a month? No, no, like, it's just not worth my time. And the fact that I have a storage facility anyways, it's probablymakes sense makes a whole lot of sense. And it's by you, it's a convenience thing. So like, we look at storage as infrastructure, right? So there is a very sticky tenants, and they're not that price sensitive. If you are renting a home at $2,000 a month, and you have a 10% increase your pest. That's a big difference in how you live, right? That just doesn't happen with storage. So when you look at the assets overall, there's kind of a variety of them, you mentioned, you have like theparking, right, you have drive up storage, but then you have like the mega facilities like the multi storey climate controlled, right, you have the big boys, the vast majority of storage facilities, particularly the underperforming ones are just drive up storages. And different towns, their mom and pop owned, they have very little debt. They're cash flowing, they don't do really anything, they don't change their prices. They just whatever the price of a 10 by 10 is there all that price. So we can see a 30% increase in gross revenue, just by changing the pricing of the units. And that's I mean, that's our business model. That's a you know what we do and then if you want capital expenditures, I can increase the office office, right. But as far as capital expenditures go, if you have an office versus if you don't, you're talking about, it's either paid for graveled, you have metal doors, and metal building, your cap x per tenant is astronomically low. And so we don't get hit with major capital expenditures. And if you do, it's almost always covered by insurance. And it's not anything that changes the nature of the asset or would stop us from renting it 99.9% of the time. So like, just compare that you guys to like,like restabilizing, and bring in highest and best to a multifamily of 76 units. If you have tenants in there, you have to wait till each tenant moves out and you got to order the materials. And then you got the vacancy rate, right there was storage, they're not gonna like care if the ground isn't polished perfectly, right? They're not going to bitch about the GFCI outlet not working, or the scratch on the wall or the dent in the frigerator. They're just going to throw their shit in there. And it just hands off, and it just a stabilization of repositioning prices without even doing anything. Whereas the other one very interesting do very well. You taught me quite a lot on this. You have a Facebook group or you have something going on here. Do you have any other thing you want to add on that? I think I mean, dude, you laid it up. Pretty simple. Yeah, I think I just add on everybody that like all assets, right? We talked about all the good things, everything else like that. And I don't want to be a simple cheerleader. I want to help people be effective in this asset class. You got to look out for demand. So oversupplied markets, right? And that is your your your biggest enemy. But outside that everybody I operate off a rule that I call my margin of stupidity. And that means when I'm buying an asset, I need it to be an asset that the market is so good, right? That even if I'm an idiot, I'll still be successful. And we do that by evaluating what we're buying it at and our overall market price. But then if I can do a good job at it, I am rewarded for those efforts, and I'm rewarded greatly, but if I'm an idiot, I'm still okay. And that's really what you want to do when you're investing. You shouldn't have your investing strategy on any real estate be predicated on you being super smart. It shouldn't be predicated on future events taking place just how you think or need them to like a cell or something like that. Because you're incorporating risk and you don't need to do any of those things with self storage to make them work. And I think you know, that's really the beauty You have options you have choiceSince the cashflow you can sell them for higher you can improve them. There's a lot of opportunity at very little cost as capital expenditures and everything else to reposition the assets and hold for the long term. Yeah, so we I do I have a Facebook group, it's a self storage income, go check it out. But we have a Facebook group where we give everything from models away to lessons educational stuff, you can go to our site self storage income.com Join the community, I have a really high level group if anybody wants to be like, I'm really doing this I'm serious about it. And that's just my inner inner circle that we do. But you can also check out the podcast self storage income, you know, we give everything out away and the my book, growing wealth in self storage by AJ Osborn, we go through case studies everything out so we try to put as many resources out there as humanly possible for everyone to do to learn more, if you're interested in it, jump in, you're going to be amazed at what you find. It's it's exciting stuff.Love it, love it. Love it, man, that was really, really good and entertaining. And I'm gonna check out all your stuff and look at it myself. I like it. Thank you folks for listening to this episode of the real estate marketing dude podcast. If you have any additional questions and what we do we script that it distribute videos, but I really want you to check out our software, which is called referral suite.com That is referral suite.com We make sure everyone in your network knows who the hell you are. And they stop cheating on you with other real estate agents, lenders and everybody else in your market by constantly creating content and keeping you top of mind. So go and check that out. It's our newest product and we'd love to see what you think about it. Thanks for listening to other episode. We'll see you guys next week. Bye bye. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

Today we are continuing the conversation on how you can use the recession to launch your brand in front of everyone else. While everyone else is cutting costs and attempting to just weather this thing through, you should be capitalizing on the marketing vacuum and making sure everyone knows your name.Three Things You’ll Learn in This EpisodeHow you can capitalize on lead generation without spending a fortune.How to develop a message that clients relate to.How to present the right solution to sellers and earn a bunch of new clients.ResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What is up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Welcome, folks. It is October 20.Thursday, we're seeing interest rates at 7.7%. You got the Prime Minister of Britain just resigned in three weeks What the hell is going on? Guess what, who the hell cares? What you do is you focus on your business right now. And none of the noise because if you turn on the news, it's very depressing. So beyond that, what we're going to be chatting about on this video, or on this video on this podcast today, I don't have any guests. I've been enjoying doing these little teaching sessions. And I don't practice these you guys, I just sort of get up and just everything here comes from the hip. But if you watch or listen to last week's podcast, I talked about one thing to own during this market in this recession, and that is your database. I'm not going to talk about database during this podcast, because we're gonna switch towards if you're going to do lead generation, what kind of lead generation and that's the topic of today. You have to own your database. First, folks, I've been saying it for years, it's the only recession proof business model now seen it before there was a recession.The truth is, you have to own your database, because it'll support you in any single market you're in. Alright. So if you did not listen to that podcast, I highly recommend not only do you subscribe to the show, you leave a great review, go listen to that podcast. And let me tell you why owning your database is so important not just in the recession in any market, because you don't have a business without it. But I want to talk about where opportunity is going to be going forward into this market. AndI'm one of the first people that said, we're going to, we're going to have a big reset here, I saw this in oh seven, I saw this in a way I was in the mix, I saw the behind the scenes. And I've done this before. I'm so excited for this market. What I'm not, I'm sad for it, because a lot of people have the potential to get hurt. However, from a business perspective, I'm excited about it because I know how to make money in these markets. And what I'm going to share with you today is going to be where if you're going to start focusing on lead generation, where you start focusing, right. And I'm telling you this because we see a lot of data, folks, we have a company called the owner, advocate and owner, advocate agent. And if you want to visit owner advocate agent, it is all about giving sellers, multiple options, sharpening your listing presents presentation during this time, and using options as leverage to create and attract more listings. But beyond that, we generate a lot of leads, motivated seller leads and we have been sort of behind the scenes for the last 12 months, we anticipated a lot of the things with the market was going to happen. We didn't know what's going to happen this fast. Now that we're here, I can tell you exactly what's happening in the background, because we know what kind of leads we're creating. And you have to look at this from the macro perspective. What were sellers like at the beginning of this year, say prior to June or July? What were sellers like that they're arrogant, oh, my house is worth this Oh, everyone's because they've been spoiled for the last 12 years. The challenge we're all having right now and is Hey, your house isn't worth what it used to be sorry, the market change. And for many sellers, they can't understand that. And it's going to take some time it did last time. But the reality is starting to set in, because the truth of the matter is that people are worried about investing right now. And the ones who aren't don't have any money issues or any financial constraints. But for the majority of people out there, the housing has gotten more expensive with interest rates and all the above. So what you're going to see Mark my words as a prediction, if you're going to focus on anything you focus on listings now, you should always be focusing on listings, but what kind of listings is that motivated, motivated sellers. Okay, I still don't understand why real estate investors never have a problem in any type of real estate market. Real Estate Investors were still buying properties for pennies on the dollar in the last market when they're all selling over list price. And they're gonna be buying a lot of properties into this market. Andsellers are more likely to entertain a lot of these alternative solutions during a market shift like this, which is why you need them.What's going to happen is that you're going to have a lot of people unfortunately lose their jobs. You're gonna have people are getting squeezed. You have people that are just looking to get married, but they can't sell their house to move out of it because it's not worth what it was. Folks, I want you to think about everybody that bought a property from the time I would sayA 21 at basically almost anytime. And I would say in 2021, almost almost all of them are going to be underwater very soon. And I know that's not something a lot of people want to hear, but the cost of selling folks is 678 percent alone. And if someone bought a house at 5%, down, they're already underwater on it is what I'm seeing in most markets as we're seeing anywhere between a 10 and 20% correction, depending on where you're at. Midwest markets, lower priced markets a lot safer, but where I'm at on the coast Gergan crush, which means there's a lot of back demand for properties that may be underwater. And that's the that's the worrisome part. Now. In addition to this, though, there's going to be a lot of motivated sellers, when when there's a recession, people pull back on spending, they go into saving, one of the places that they go into saving is hey, my house is like my equity trap, I got 300,000 hours and equity, I'm gonna go ahead and tap into that for right now. Use this money for the time being to weather the storm. So how do you what I'm getting at is you want to focus your lead generation efforts on motivated sellers. This is one of the reasons why real estate investors are so great at creating a solution for him, which is just known as a cash offer. One you have to have a cash offer in this market, there's going to be a lot of people looking for him. And it's not a matter of whether or not they take you up on your cash offer, it's that you actually have one for a solution because people who said who have a who are distressed or who raise their hands immediately result to what's known as a fast solution, which is what a cash offer is, see the only thing real estate investors have been really, really good at. I mean, they're good at a lot of things. But I mean, from a marketing, the number one thing they're really really good at, is taking that cash offer and putting it in front of people that really need it or are facing the housing problem. And they do all that through buying the right data, having the right data, putting their offer in front of people that are distressed, and there's 1,000,001 ways to do that. What they're not doing is they're not farming an area, they're not farming Every Door Direct Mail, like most Realtors do, and do a blanket market approach, or a bus stop mentality or a billboard type of approach, throw a lot of shit at the wall and hope something sticks. That's not what you do for lead generation. That's what you do for branding. for lead generation, you need to be dialed into that message, you need to know exactly who the client is. And you need to provide a solution for them to exchange and get a lead. And one of the solutions that people are going to need more than ever are going to be exit strategies for their properties. Right. And the cash offer is always the one that generates the lead. My partner Dustin, at owner advocate agent.comgenerates a lot of these leads lots of these leads, Justin's got a portfolio of 100 homes in Phoenix. And he's Jenner he's bought all these properties because he's mastered the cash offer process. But what's really interesting is that he never what do you do with the rest of the 90% of people who don't take their cash offer? That's why you need a solution folks I'm getting at is creating your listing strategy, one focusing on sellers, 100%. But creating alternative solutions for sellers is where I believe you can win. It's the main reason why we created owner advocate agent. And it's because we know that sellers want options. The real estate market has never changed in like the last 3040 50 years. If you think about it the same way your parents bought or sold a house is the same way we're doing it today. Whereas the car industry has vending car machines and Carvana Carmax, there's been all these reiterations. But when it comes to the real estate industry, not so much. And you ask yourself, why is that?Like, it's still hey, here's a 5% 6% listing, and here's the way it's gonna go, this is my listing presentation. And it's going to be my way or the highway, you don't have any other options you see during the shift is time and it gives you immediate opportunity to introduce a solution. It's when there isn't a shift that people aren't looking for that solution. And there in fact, is the opportunity.So what kind of different offerings should you put together to sort of combat and regardless of where you're focusing your marketing efforts, it's how you do business that makes you stand out and build a bigger brand that people actually know. And what we know is going to happen is that there's going to be a lot of motivated sellers. And when every other agent is offering the exact same thing, there's your opportunity, because when a shift like this happens, sellers are looking for alternative solutions, which means some of them might pass up on that agent that has been referred to them or that even they used in the past because they're seeking a more important solution because things are getting tight. And I'm stressed. Hey, I don't know if that other agent can give me a cash offer and this option. So I'm gonna walk you through a couple different options just to get you sort of creatively thinking, and I'm gonna invite you to come check out owner advocate agent.com If you want to take it further, but the first option you need is a cash offer. I highly recommend you to get investor friendly in this market. Find investors investors buy 10 to 12 properties a year, at least the good ones, and I'd much rather if I'm the buyer's agent I'd much rather sell to one guy or galI know that buying multiple properties in this market because they don't care about the GFCI outlets, they don't even care if they're in place, whereas a residential buyer is going to get pissed off that GFCI outlet isn't in and they're gonna bitch about a $20 inspection issue. That's the truth of the matter is, so we have to look at how we're working, because investors right now are Silva tating on the sidelines, not only would I be working with investors to get cash offers, but I'd be working with investors on the buy side because there's going to be opportunities for them. And a lot of those will come right off the MLS, believe it or not, whereas that wasn't the case a year ago, Tony focuses what happened last time.Another thing I would do, I think every agent needs to adapt has a fix. In this program, what's going to happen is that a lot of people want last year's prices for their house. And even though their house is dilapidated, it has shag carpeting, formica countertops, brown, ugly appliances, with smoke stains on them, they're not going to get top dollar for their house unless it looks in tip top shape. So one of the options you can implement into your listing marketing plan is, hey, I can help you flip your own house with a fix and list program. That is very sexy. Because how many agents are offering that right now, you know, these are available in every single market. And if you don't know, go to owner advocate agent.com.Like you could implement a fix, fix and lists program immediately and how people flip their own houses. Because what's going to happen is that people are going to be like, hey, I want $500,000 For my house. Sorry, dude, your house isn't worth $500,000 anymore. There's been a market shift. I don't care. I want $500,000 For my house. Alright, sir. Well, I have one solution for you. If you want to do this, we need to fix it up, I need to put about 15 to $20,000 worth of work in here. And then I could think I could get you closer to $500,000 Do you want to do that? I don't have the money to do that we do and we have the contractors and you could pay them all at closing so that you could flip your house with no money out of pocket. That's a solution folks. Okay, so what I'm getting at is crafting your listing into solutions a cash offer is nothing more for a solution for someone that has to get the hell out of fixing this program is nothing more than a solution for someone that wants to sell it for more money. Okay, your typical listing presentation can't promise any of those. I'm not saying get rid of the listing I'm saying you keep it but add on multiple options.Number four bridge What if you have to sell your house right now but it can't sell what are you going to do? We're gonna get the buy and sell at the same time but because the market slow you can't time these transactions out anymore because you don't know when that listing is going to sell. And even if it does sell you have to adhere to the buyers terms and they might be demanding 30 Day clothes Well, the buy side puts you in a pickle because you can't find that property soon enough and that's what a bridge solution does. A bridge solution is like a modern day solution for people that are buying and selling a house at the same time.There's going to be a lot of those people that are stepping up stepping down and all of the above even with the recession life's going to happen folks. And because it's not as easy to sell your house or it won't be as easy to sell your house as before and there's gonna be higher market times a bridge solution comes into options. Right off the bat I just labeled out four different options. I one of the options I'm really excited about what's a sale leaseback sale lease backs are really really cool. It's for someone that wants to cash out but not leave that options available in certain markets right now throughout the United States. How interesting would it be to just market all of these different options? How interesting would it be to create a lead generation funnel for each option and put that option in front of people that have that problem?See, wouldn't we want to do lead generation it's very simple it's not a blanket like approach you need to identify a specific problem somebody has and create the solution being your service the problem that every agent has those everyone has the same service none of them are solutions but they're all self serving five or 6% It's my listing or the highway go home hit the bricks pal see what a Stephen Baldwinmove there this is what I'm getting at guys is like you have to have solutions in these markets. Short Saleif you don't think foreclosures are coming here and saying oh the markets never gonna go down folks how long have you been selling real estate three years? How the fuck are you going to tell me we're doing this for 20 years the market is going down this is what happens this is a shift all of these people remember so what you guys put on social media is timeless. Everyone was predicting the market wasn't gonna go down and brick inJanuary February March April May you got to egg on your face dude the market went down. So like don't just take some pundants talking head points do the research yourself and give people what they want to hear. When people see the market is not doing well come out and say it's not doing well don't sit there and say well it knows the booster Good boy. When you know it's not yourself. That's the reason why you're not buyinginstead offer solutions. Okay?Options, folks options and that's just on the sell side. Let's switch over to the buy side. What kind of options can you talk about on the buy side? Well, on the buy side right now I'm 100% focused on real estate investors.I'm 100% focused on aIn investment purchases, I'm changing my message from buy home versus buying investment. Because the reality is, is that people who do buy now, they should be patient, but go for the right deal. People don't buy a house unless it's the investment angle of it. So you know, and if you guys want to know more about changing the conversation, go look to a podcast I did a few weeks ago, where we go through a lot more of those different strategies. But you see, there's a lot of opportunity here, you guys, because what nobody does is changed their tune when the market shifts. And that's why so many people are going to be dropping out if not already from this business. But that alone is the opportunity, because the reality is, is that there's going to be 1/3 Less transactions this year in the next 1218 months, which is already showing through in the stats, and those numbers are correct. But at the same time, there's going to be more than the difference leaving the industry, which is a huge opportunity. When you combine that with offering and revamping and coming up with a solution based approach to your business, that can be very powerful for brand because it's what you do in times like these and adapt to that build a brand for the long term while everyone else goes out of business. This is exactly what happened in 2007. The only reason I know this is because we adapted to short sales at that time, and short sales are going to come back. There's going to be foreclosures, you need to be educated and all these different aspects of the market, because that's what people are going to start asking about. Buyers are going to start asking you about, hey, I'm just going to hold off for foreclosure those coming back. You need to know how to intelligently answer that question, which is different for every state because there's different foreclosure timelines.There's folks, there's a lot of opportunity out here. And you might not see it yet, but you have to start preparing for it now. Because it's going to be here faster than you know it. And I don't think we're I mean, we're not markets, the markets resetting it's correcting. This is actually pretty normal. But despite outside circumstances, it's getting low. Interest rates went up way too fast. And they should have just stuff that's out of our control. But what we can control is how we react to it. Okay, so what I'm telling you guys is react to it, I want you guys to look at your business today, look at it, where can you improve it? What levels of service? Can you add? What is your listing presentation look like? What kind of closing gifts can you get? Can you enhance those? How are you going to stay in front of your database during these times? You know, what am I what is my listing presentation going to look like? What am I going to do differently because if you're still going to be doing the same thing, that's when you stop growing, you have to take these times, see where the markets going and do things differently. There's two things I'm advising and I'm going to be screaming out for the next 20 weeks, at least maybe six to 18 months and one is going to be on your database. Like I said before, listen to that podcast from last week. But the second one is going to be adaptyour services to where the market is going. Right. The riches are in the niches in a recession. In an in a changing market like this and whether that means you become a rental or leasing agent I've seen many people do that in the past. Or you become a REO agent, a short sale agent, you become a divorce agent or you become a specialist of a neighborhood. It's time to niche down from a lead generation perspective and niche down on your lead generation offer a specific solution to a specific problem and own that don't be everything and everything to all people do one thing really good from lead generation before you move on to another lead generation activity. But always stay in front of your database, because they will always feed you during a recession. If you'd like to semesters folks where I want you to go ahead and visit owner advocate agent.com. Owner advocate agent.com. You've heard me mentioned a couple times on the show. And that's just because we just launched on their advocate agent we're really excited about it. I do believe that we're gonna be able to help so many different real estate agents throughout the country, adapt a new model and not onlyweather, the recession but dominate within it. And you could do that all at owner advocate agent.com Have a great week and we'll see you guys next Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then scheduled time to speak with a dude and get you rolling into your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today is gonna be a quick lesson on how you can not only survive, but thrive during a recession. While everyone is cutting costs and sacrificing marketing, you can start dominating the field. One of the best ways to do that is to start with your database. Three Things You’ll Learn in This EpisodeHow to seize opportunities in this market.How to use your database to maximize clients.How can we stay in front of our database?ResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living, it's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks, what we're gonna be chatting about today, I don't have any gas, we're going to do a little bit of a teaching moment. And with this recession, with all these things coming on, I think it's more than ever important if someone helps lead the way, from someone who has actually been through these types of markets before. I know it's coming, I feel it's coming. I'm ready for it. So I want to be able to provide a lot of that insight because I've been here before, folks, I've done this in the past, and I cannot wait to do it again. First off, these markets are great, there's a ton of opportunity in them. And I understand that you may be scared right now. But don't be be encouraged. Business may be slow a little bit for the time being, but it's okay. It's what you do now, though, that's going to pay off tomorrow. So this is the time when you do not sit down and go hide in the closet, because you're too fucking scared to go out there because you don't know where your next commission paycheck is going to be. This is not the time that you go out and you start crying, and just keep on doing more and more of the same. This is when you look at your business and you focus and working on it. And what I want to dedicate this week's show to is one of those little areas that I'm going to encourage you to focus on, and that is going to be on your database 100% This entire podcasts gonna be focused on just how to own your database, and I want to take you through a very simplistic way to stay in touch with them. Now, I literally just got off a call. And it's the same question every single time I get, how are you staying in front of your database, you know, when we bring people on board, we're recruiting their content, and one of the things we do with them as we build their database for them, so that when we create their videos, we put the videos in front of the right people and the right people are always the right people, you know, past clients, friends, family, aunts, and uncles. And I'm just shocked that literally, no one ever talked to you as a system to stay in front of their database, or stay in relationship with them. And every single person I talked to well over on average, over 6070, most times 80% of their business is coming from that very database, but they don't even have a system to market it and stay in touch with it. And to me, that's just crazy. Like, folks, we know where the business comes from. In this business, it comes from people we already know not strangers. Okay. We'll, we'll do a lead generation podcast next week. But let's focus today on sphere of influence over 80% of businesses comes from people we know we met in the past and we personally used or we run into over 80%. So the number one, regardless of the market conditions, the number one form of marketing and a real estate agents business is always been to stay in front of their own database. And let's first define what your database is, and I'm gonna show you how to stay in front of it. First off is your database is not a combination of a bunch of leads. It's not your farm area, not the way at least I'm gonna explain it to you your database is a combination and a collection of the relationships Haven't you haven't lived. So your database is your entire Facebook friends lists your IG followers, your personal email list the people that you have in your cell phone, those are your database base, okay. And the best thing about real estate is that this is the only business in the world that you can start and have a built in clientele. The problem is, is that you have to take that built in clientele and earn their business. But more importantly, before you could earn their business, they got to make sure they know what the hell you do. And that alone is the problem in itself. So during these types of markets, when you see a recessionary type market like we're in today, and you're going to continue to see us the rates will go up a little bit further. I think we're in October 14, as of now, the market is going to get scarier and watch what's happening overseas, especially in England right now, there's a big crash coming over there. It's gonna affect our market too. You got to look at these types of things and be ready for it. But the reason why you want to own your database is because people within it are still going to move. Some people are going to get sick, some people are going to lose their job, a lot of people are gonna lose their job, unfortunately,a lot of people are going to lose some income, some people are gonna get a promotion, some people are gonna have kids, some people won't get divorced, lots of people are gonna get divorced in a recession. But some people are gonna get married. It doesn't matter when life happens, people move. And of those people who are going to move despite what interest rates do over 80 plus percent of them are going to use the first person they speak with, and that's either going to be you or it's gonna be somebody else. That's marketing like me. So if you want it to be you, here's exactly here's what I recommend doing now, very first is that your database has all the relationships you have in life, okay? And each one of those relationships you have in life is worth at least $25,000. And here's why everyone lives somewhere last I checked unless you have a bunch of bums as friends. But if you're in real estate, that's probably not the case. Nothing to the bumps against the bumps, I saw a bum shoot someone on Encinitas downtown yesterday. So forgive me, if I'm on politically correct, I'm gonna have a lot of love for the bums right now.But that's another story.Your database is going to be anyone that you'd say hello to in a grocery store, walk down the street and say hello, or feel a pain in your stomach like a knife was going through it. If you found out they bought or sold a house without you. That's your database. Now, the only way you can stay in touch with them is to set up several different communication channels, several different ways to stay in touch, which is why you need to build an email list, which is why you need to build a direct mail list, which is why you want to continuously be creating content on social media because your email list your direct mail list and your social media accounts are nothing more than just channels to stay in touch with the people you already know. Because 100% of the people you already know have the ability to refer you one deal. This means that 100% of your Facebook friends, your IG followers, your email list your neighbors, your aunts, your uncles, and every single person that you know that you come across with 100% of them have a referral for you because everyone knows someone who's moving. The question is, are you going to get it or not? Well, you increase those chances of getting it when you become more referral you become a referral when you become more marketable when you start becoming more marketable requires creating content that reminds people you're in real estate. It is really that simple. People always want to farm strangers like I get on Oh, my farm area, oh, I'm gonna go farm area, folks, the best farm area have are your Facebook, friends, your email, as I just listed them up. It's the people you know. And the main difference between farming a bunch of strangers versus farming the people you already know is that strangers don't refer things they've never experienced with in the past. But relationships do. Very important point. So we're going to farm your database, and I'm going to teach you the three channels that you're going to farm your database with, that will make you unforgettable, and you'll attract more business. The only time it doesn't work is if people don't like you, and it's nothing we can help you with. You're in the wrong damn business. If that's the case, this is a popularity contest. This is the people's business. And if you're not a people's person, or you don't want to be whether you're an introvert or an extrovert, it can be very difficult to attract business. You're going to be the hamster wheel of lead generation, your entire career you're gonna burn out as soon as possible. So let's go through this direct mail. If you're not direct mail, farming your database, you are losing money.Direct Mail, Mike, does that still work? You bet your assets still works. That's the reason why Bed Bath and Beyond and every other major corporation is doing it. If it didn't work, trust me, those people are a lot smarter than us. They have a lot more money than us, and they wouldn't be doing it. But here's why direct mail works. And everyone has a direct mail list your direct mail list guys. First off is your wedding list and all your past clients. Okay? So if I imagine everyone that you'd invite to your wedding or funeral with an unlimited budget, that's part of your direct mail list. And don't tell me you don't have their direct mail. You invite them to your fucking wedding or funeral. You have their direct mail. Or you can get one because everyone could everyone has a wedding list. But when it comes to real estate people, oh, I don't have a direct mail list. We'll go get fucking married and then all sudden, you're going to have a direct mail list. I don't know why it works that way. But it does and anyone you'd invite to your wedding, wouldn't you expect to do business with you. That's why you farm them. So I want to find my wedding list. And then I want to add on my past clients to it. That's your direct mail list. Okay. Now, if I am going to farm them with direct mail, here's why it works. Everything I explained to you is going to be mathematical. If I sent my direct mail lists full of relationships, one postcard a month. I just kept doing that 100% of them are going to get it 100% of them are gonna get it, they're gonna get the postcard in the mail. I don't care if they throw it in the trash. I don't even they just physically engaged with me. Direct Mail is the only channel that's going to give me a 100%. receivership rate. Because everyone on my list is going to get it and it's the only form of marketing that's going to be physical. Think about that. If I have 200 people on my direct mail list, 10 to 15% of them are moving this year. Okay, so that's 200 People getting one postcard a month. There's probably anywhere between 20 and 30 deals right in there. But 100% of them have a referral for me so am I more likely to get the referrals if I keep showing up on their doorstep each and every month? You bet your sem it's the same reason why direct mail farming still works today. But direct mail farming doesn't work over overnight. It works over time. And here's how that works. People pick a neighborhood of 500 doors, and they start farming them. Year one, you might get two listings, year three, you get three to four, year three, you get five, seven plus, and all sudden you got a business, right? Well, why is that? Well, it's because you consistently kept showing up to their doorstep each and every month where that people finally said, hey, that's the neighborhood realtor. The only difference between farming a relationship versus farming a stranger in your farm is that that relationship will refer business immediately, the foreign person won't, you need to pop up a long time to do so because they've never experienced you themselves. So I want you to apply that. If you find your book or relationships, your wedding list plus all past clients, would you do more business? And the answer is absolutely, because a certain percentage of those people are going to move in 88% of them are going to hire the first person they speak to. So that's either going to be you or it's going to be me or gonna be someone else that's marketing them. Which one is it going to be, that's why you farm your database people go, it's gonna be too expensive. Listen, it costs $12 a year to send that person or that contact $12 a year to send that contact a direct mail piece, and that's sending your direct mail pieces $1 A piece 12 You're saying you won't spend $12 per person in your relationship list a year, that person is going to move in five to seven years, which means that $12 I'm going to spend a whopping $100, staying in front of this person that I have the potential to not only generate the referrals for the rest of my life, but I have the potential to get their repeat business for the rest of my life. And everyone buys three to five houses over the course of their lifetime. That's why I said Every relationship is worth $25,000. Because every relationship is going to move three to five houses, they're going to buy three to five houses over the course of their lifetime, which will equate north of a $25,000 commission unless you live in the sticks.That's why it matters.Now, let's go through channel number two, that's just direct mail, channel number two, email, video email. Specifically, if you were to send one to two video emails a month to your database list and the people on your email list are going to be everyone that's on your wedding list. But plus everybody else's whose direct mails you don't have what's going to be your evite list, that if you had a birthday party, you'd invite everyone in the world to you have an unlimited budget, open bar, anyone you'd invite to that party or that including past clients. There's your email list. Same, the same statistics are true 10 to 15% of your email list is moving this year, but 100% of them have a referral for you. So I want you to do the math, if I am to consistently video email. And I'll get to the content in a second but video email database one to two times a month that's gonna give me anywhere between another 12 and 24 touches to my email list, we see 40% open rates on these pretty consistently north of that it's even much higher many times. But 40% Most people are gonna open those emails. Well, it's just a numbers game 10 to 15% of those opens are going to move on 100% of those opens, are going to have a referral for you. The question is, are they're going to use you. Referrals happen instantly, you either get it or you don't when you're top of mind, you're more than likely to get it when you're out of sight you're not. In either case, whether that's not moving or they're referring you to moving. It's all about attention who they think of first. That's who they hire.Question Who is going to be you? That's the question.That's just email. Now if I have email and direct mail going at same time now let's apply that same concept to social media. On social media, 10 to 15% of people see your shit, they're moving 100% people see your shit, they have referral for you very simple, be very loud, be very proud and go through social and create a whole lot of content because 100% of your Facebook followers, friends, family, aunts and uncles live somewhere. Same with your IG. Same with LinkedIn. Look at when you're creating a lot of content on social, whether you're doing video or reels or whatever the hell you're doing. You got to be consistent at it. And you got to post more on social because out of all the engagement you get out of all those views the same statistics are true 10 to 15% of the people who see your content will be moving 100% of the people who see your refer who see your content have referral for you when they give you the next one. See when you combine direct mail, email and social media and just stay in front of the people you'd invite to your wedding or funeral you're going to transact business it's impossible not to unless all those people don't like you but if that's the case then you have the wrong damn list or you're in the wrong business like I said earlier it regardless of the market it let me just do ROI on this like what were the costs out of their direct mail you give a video email system you just video emailing them people asked you expect all too expensive. Oh God, so expensive, so expensive. What are you talking about? I just told you direct mail cost it's $12 per contact. If you're not willing to put in $12 per contact. You're not running a business your salesperson chasing a check, video email, create the damn videos put in the time. What does video email subscription cost you $49 A month you're in business dude, you gotta cost you're gonna have cost of doing business. This is one of them. We call them cogs cost of goods sold.Oh, I don't have time.You do this in two ways, you either make the time or you pay someone to do it. In either case, not doing it is not optional. It's a necessity. It's just the way the market is. And the ones who were very loud and proud right now I'm tie this back into the recession and land this plane. But the ones who were very loud and proud right now are the ones who will be very loud and proud after the business after the recession is over. The statistics are already showing month over month, we're already 33% down in transaction count. And what we're seeing is that we're gonna experience about a third last transactions this year. But at the same time, what we're also going to experience is a large number of agents leaving the industry in the next six to 12, maybe even 18 months, which is an opportunity for everyone who remains in it, the part timers are going to leave like they do in every reception, the full timers in the business people are going to take over. But the number one audience, the first take over are the people that you already know, before you try to go out and take over ones you've never met. It's extremely important to understand the number of agents who will leave the business will be greater than the third list of transactions we're going to experience, which means there's going to be less agents doing more transactions. The question is,Which route are you going to hit. So when you want tothe number one thing I would do in my advice to you guys, first is pull lead generation immediately if you're spending money on ads, and all this other crap, don't do it right now. And the reason why I'm not talking about if it's still providing a positive ROI, I take that back, keep doing it. But when this times change like this, what happens is that the ROI you had six months ago on the lead your bind is not the same ROI you're gonna have today because consumer habits changed. And that's what's scary about it. So you have to be very careful in the shifts. But the one audience that doesn't cost a lot to markets, you always double down on that is ready and able to be infiltrated. Because the same number of people are going to move within it is always the people that you know, like and trust, or that you'd invite to your funeral. Focus on serving all of those people and re establishing ties, and owning those that database until things stabilize again right now. And if you don't have a database, this is the time you start building one because not staying in touch with the people that you already know like and trust is only losing money. And if you've experienced anytime within the last six to 12 months of logging on to social media and learning that a friend or family member or even at a party learned that a friend and family member or someone you know well bought or sold a house without you that just means that you're not doing a good enough reminding people what you do for a living because it's not their job to remember what you do for a living. It's your job to remind them folks, if you liked this episode, and you like what we had to say today, I want you to go ahead and visit real estate marketing dude.com and a couple of weeks we're going to be rolling out a marketing software called brand new that is going to do all of this stuff for you and stay in touch with your database. I encourage you to check that out if you liked this message today because I want to make database marketing great again and what we want to do with that that's what the software is going to do make staying in touch and nurturing your network easier, simpler and not take up a lot of time. Thanks so much for listening other episode real estate marketing podcast you have any additional questions please feel free to visit us at real estate market dude.com We script we had it we should be videos for people and we have many other different services but our main thing is just building your personal brand and attracting business from the people you already know. Thanks for listening. We'll see you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then scheduled time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

If you don't have a strong skillset, then it's time to work on one. Conversion is probably the strongest one you can have and it's as easy as dating.Rock Thomas is the host of the top-rated Rock Your Money, Rock Your Life Podcast, a bestselling author, and motivational speaker with over 30 years of experience in personal development and coaching.Three Things You’ll Learn in This EpisodeHow do we deal with the market shift?How to stay ahead of the market.Make sure you aren't missing out on clients.ResourcesCheck Out His WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, what we're chatting about today, folks is going to be a skill set, you're going to need more than ever, especially in this changing market place because people are gonna have a lot a lot of questions. But if you don't know the art of conversion, how to talk to people. Basically, if you suck at dating, you're gonna want to listen to this, because conversion is nothing more than just dating. I've been saying it for years. And all I ever say is like when you go out and you meet met your significant other, you didn't just go in there and just have commission breath all over her, did you? And you know that commission breath at that time was more like, hey, when can I take you home? What we're really chatting about is how did you get her to laugh? How did you get her to actually go to the next step in that conversation. And there's actually a very, there's a science to this, you guys. So whether you want to call it the art of persuasion, the art of conversion, I have one of the best guys in the country that can teach this to you today. Without further ado, I'm going to introduce him His name is Mr. Rock, Thomas rock. How are you doing, buddy?I'm doing awesome. Really great. Thanks for having me on the show.Why don't you tell everyone a little bit about your background, I know you got quite an impressive resume, but tell everyone about whom you are and a little bit about what you do. And we're gonna get right on into this32 years experience in real estate. Now an author and a speaker and NLP practitioner and all that kind of good stuff. I was just speaking at an event and asking people what have you done in personal development. And I stopped counting at $1,000,000.78 Tony Robbins events. I've worked with Tihar Becker with Deepak Chopra, a whole bunch of people. And at the end of the day, you know, if you're going to be really good at sales, you have to get to a place where people know like and trust you. And it sounds so cliche, but a lot of people don't know how to do that. And so, after starting in real estate in the 1990s, I was really, really bad. Because I didn't know how to do that. I sold one homeowner my first year that I sold 32, because I had a mentor and I got some training than 4565 99 101 that I bought the company to get from 330 million to over a billion in sales. I've hired over 1500 realtors in my lifetime. And I've sold over 200,000 single family homes through my teams. And so I've seen a couple of things. And at the ripe old age of six years old, you figure out, you know what works and what doesn't work. And so now I help people navigate through that. And at the end of the day, if you want to make more than an average living, you have to learn how to convert leads. And so there's a simple four step process. I teach it, I talked to it. And I help people really just work less hard and make more money. Because when you're speaking to somebody, you're either going to convert them or somebody else is so why not you?It's absolutely correct. And books he's got a quite an impressive resume. And are you going to say that when you built all these different teams and our brokerages, all of them use these four pillars we're about to get into is that correct?Any great realtor does. Most people just don't know how to break it down into an art like you said. So they they do it but they don't know what they're doing. A lot of people can't teach what they do. I've gotten really good through my training is to simplify things and show people okay, if you're not building rapport, which is the first step, then people aren't going to feel comfortable with you. And when people don't feel comfortable, they don't make a decision. So you might as well understand the different elements of rapport. We talked about visual auditory, kinesthetic, we talked about physiology, we talked about matching and mirroring, and all those different things that we can get into. But when you study those and become a master at each one, you can do them naturally. So that creates more space in your conscious mind to be prepared for something else.So go ahead not to do that. You hit it on the head, folks, if you can't build rapport first, you don't stand a chance at step two. I knew this when I got right out of college I start selling real estate in the first person I sold a house to I have nothing in fucking common with this guy like nothing, nothing at all. This guy's a total nerd. I'm like doing kickstands a week before I meet this guy coming out of college. I'm 21 years old. This guy's like 42 or something at the time, total nerd and we had nothing in common. But that we were in a fraternity and boom, I had them and that was the first thing I knew right off the bat was common ground Common Ground Common Ground common ground because I didn't have experience zero experience, right? Like who the hell is going to sell a condo? For under 50,000? Our condo on Michigan Avenue with a 22 year old kid, that's just some punk wearing a suit. And it was only because you know what's funny about that that's totally reminds me a story. I ended up keeping a relationship with this guy. My entire career. I was in Chicago, and I known him for now. It's been 20 years. But I ended up referring him a lot of business. And then probably about 678 years ago, I remember him telling me he's like, Mike, I knew that was your first deal, dude. He's like, I needed to know what the hell you're doing. And all of the above. And he's just like, I liked you. I saw you hustling. Like, I don't even know how to write the contract. I remember he's in our office. And I'm like, I run into to get the broker. And then he sees me going back and forth. And I'm like, sweating bullets. And, yeah, build reports first. So let's get into this. We rock and I have been talking a lot and then sort of not in the podcast, I know rock we're about to do some things together. And I you know, you what you've done and what I've seen you do in this thing is really brought me back down to my own the basics, that sometimes I pass up on and whatnot. And one of the things that I never understood in real estate till recently was Why does, why can two totally different people get the exact same leads, but have two totally different results. And I'll never forget the stories that there's this kid in my office I hired a while ago, kid comes in my office like smoking cigarettes, he's wearing sweatpants guy stinks. I'm like, how the hell is this guy? Gonna make it in real estate? He was a package deal. I wanted his partner, not him. So I'm like, Alright, fine, we'll we'll take you in. That kid ended up being the best lead converter in the country in that whole company. And right now, I mean, these two kids, they're probably millionaires by now. But why I'm like, I'm gonna How are you guys doing this? They were dating coaches. They used to teach guys how to get laid? No, they took the skill set, and they transfer it to real estate. And his key was, what do you do for your leads? How you convert him? Because I flirt?Yeah, well, I'll tell you what give you a quick story is back in 2013. When I was starting my Keller Williams franchise, I wanted to start selling real estate to show to my agents that a you know, it's doable. And so I started calling for sale by owners and expireds. I went to this one that for sale by owner and it was two engineers. And they had their house listed for $342,000. It was cleaned. They wanted that money. There was other realtors that had come and visited. But I knew that most people don't follow up. So I followed up every four days. And on the fourth visit, because I had built rapport. I was speaking in detail because they're engineers, I slowed things down. Sure enough, I got the listing. And then I asked them, I said, You've had a lot of people visiting the property. Do you have anybody that maybe visited the property that I could convince? And I'll charge you a little bit less for that person? Because you've done part of the work? Well, their eyes lit up? And they're like, Yeah, honey, get the list, get the list. So we ran over? And wouldn't you know it? There's this line item page with 17 people on it. Emails, phone numbers, cell phones, the whole thing when they visited everything, why did they have all that they were to detail people and if you understand the disk model, you understand how to like somebody or be likable, then you can speak in terms that meet their needs. So I took the form. And not only did I sell their house in 24 hours for full asking price, but I sold nine people on that list other properties,picked up a lead list and start converting them. Right. It's already persuasion man like, wait, I was people work toohard, because they don't create that connection. They don't talk in terms of what meets other people's needs. They're like, Well, I'm a visual person, I'm gonna talk quickly. I'm gonna and they missed the boat. So I just met them where they were at.So important. I'm horrible at that stuff, man. So let's get into it. I'm a high D squirrel. I want to get right to the point like I suck at my own sales dude. Like I'm hiring someone to sell my stuff because I suck at it. I'm not gonna lie, you guys, I don't have the patience to try to talk you in to buying my shit. I'm more like you want it or not? If not, fuck you. I'm on to the next. Right. But that's just my personality. So I'm interested to learn from you today. Let's get into this. I want to go into the pillars. And I want you to sort of paint the picture here for us. And how and how we approach this and we're gonna talk whether we're calling people, right we're gonna if we're cold calling people or what you like, what do you Turman as as lead conversion or? That's right. That's right. So walk me through it. Where do I start? What do I do?Well, I'll tell you what the first thing is you want to create some sort of a connection if you've gone to a party, you know that people are like, Oh, where are you from? What do you do? Because everybody's looking for that common ground that you talked about before? Yeah. Easiest way to do it is if I was to get on a call with you or something like that, and I heard you I'd be like, Hey Mike, what's going on? Like, Hey, bro, you look like you're having a great day. Andbecause you already got my vibe, right?And so I will find something in the first 10 seconds. Like I remember a built a solar company out in Arizona and I went knocking on Doors with the crew to teach them and this guy opens the door. And he had these blue eyes. Like he's like 65 years old burning blue eyes like, like Frank Sinatra. And the first thing out of my mouth was Hey, Blue Ice. How you doing? To guy? Say hello. I didn't say nothing. And I go, do you get that Frank Sinatra thing. And we bonded and pulled me into the house. We were chatting he showed me around the house. I didn't even know who I wasbeen a serial killer dude. Exactly. Wow.So an example of you look for something that's playful. That's, that's easy. That's likable. That's a little bit different people are bored with their life. So find a way to be alive. Remember, a little bit a little bit risky, right? Yeah,I remember actually triggering all these memories. So I remember I always was more of a referral person. Like I'm not a prospector. Okay? You guys hear this every week on the show. I'm not a prospecting guy. I don't like prospecting. It's not my thing. Just because I don't have the patience for it. I'm not good at it. But I did you know, I would convert Zilla leads, because I just get them organically people coming off the website. And I remember a family called in ones. And I did that. And she had the cutest Irish accent ever. And that's what I said first, like, Oh my God, even oh my god, your accent is so cute. Oh, stop. Right then boom. A day later, I'm having lunch with them. Right? But um, that's when I started realizing this, like dating analogy and all this other stuff. So how do you? Here's how do you scan someone like, hey, like, boom, how do you adapt instantly?Great question. So you know, the disc model. So there's a way that you can notice that if you see somebody walking through the airport rapidly trying to move past people, they're probably not a high s or a high C, they're probably a high D. So when you start to study it, you can immediately from the cadence of their voice, know what they are. So that's one category. Another category is visual, auditory, kinesthetic. And so when we get into details, you talk to somebody that says, I don't feel comfortable making an offer this quickly, I need to talk to my parents. Well, that's a kinesthetic person. They're touching themselves, I don't feel comfortable. So you don't talk to somebody like that and say, but can't you imagine yourself being here? Because imagine is a word used by a visual person. So you try to listen to the cues, and then you repeat the same cues. Can you imagine living here to a visual person? Could you see yourself in the backyard with your friends having a party? Wouldn't that be awesome? No. Like, yeah, that wouldn't be awesome. And so you use these different modalities to engage. So people fall into the category of they feel like they like you. Right? If you and I talk, and we go quick, and we drive and park quickly jump out and get in the bar, and we grab a drink quickly, like, Hey, come on, like, we're not going to be timid sitting there going, oh, excuse me. Yeah. Right.Well, it's almost like if it makes a lot of sense, it's almost like common sense it but we it isn't. This is like equivalent to let's just say I only speak Spanish. And then I'm trying to talk to someone who speaks Arabic, like we're not gonna, we don't, we can't even hear each other. So instantly, we're gonna disperse from one another, right? But you have to speak their language.And the other part to that, Mike, is that most people think that people are thinking about them, but most of us are thinking about ourselves. So when you talk to somebody, they're not, they're not aware that you're looking at their cues. So you can then be kind of like, stealthy, and really just fall into it. And before you know it, they're like, they go up, they don't know why I like this guy, I feel comfortable, or you got the Irish accent. There's a bar, when I used to call offices to speak to say, an influencer. And I would get what we call the gatekeeper, back in the day when you'd actually do that. One of the things I used to say was, no matter what time I called a day, I would say, My God, what a cheerful voice for this time of day. Could be four o'clock in the afternoon. It could be nine o'clock in the morning and be like, that was your first line. Yeah, soon as it went, Oh, you know, ABC Realty, I go, my gosh, what a cheerful voice for this time of day. She's like, Oh, thank you, hey. Because everybody else has gone there. Yeah. So little things like that, that fall into the umbrella of rapport. We could talk about just this forever. But the second stage is really to identify, you know, like to say that when the motivation meets the market, is when you have a transaction. But most people can't identify both of those things. So they somebody tells them their house is worth 600,000 is really worth five, they can't really quantify that they don't know how to do that by asking the right questions. So they go okay, maybe it is worth six. There was a whole bunch of time they get to the house, and they list it and it never sells. Now the last two or three years you could be an idiot. And you could have sold you just had to live Sit at any price, and you'd have 20 people looking at it in a heartbeat. As you know, we've talked about before the markets changing. And so people have to go back to basics and get those skills and one of those skills is going to be asked the right questions to identify the value of the property. But more importantly, is ask the right questions to identify the motivation of the seller. I worked way too many times on deals where I came home, my kids were in bed, and I spent two hours with a little old lady that wanted some company, but was never going to list her property. And I got, I got pissed. So I really started to study, how can you confirm and five different ways that that person actually has to sell in the next 30 to 90 days? Because if not, it's not worth my time to go over. And so I've perfected that with a series of questions that allows you to have a conversation, but actually to elicit through them what their true desire is, it's kind of like back to the dating thing, right? Is this really gonna go all the way? Or, you know, am I wasting my time?Sure. So what complement connect, then to Okay, so why are you interested in selling your house today? Yeah. Why did you click on my website? Am I do I have it? Right?Yes. And so those are those are, you know, there's a series of those general ones, what brought you to think about moving now, one of my favorite ones, once you get into it a little bit, as you can say, hey, you know what, Mike, if if we were to be able to get you the price that you want? Why don't you tell me what would be the perfect moving date for you? Like the ideal you get to wave a magic wand? What date would be the perfect movingdate? It gives you the intention? Right? Yeah.Because people will tell you things like, well, you know, what, if we could move in June, and then spend the summer up north at our country place, and save that whole thing, put some stuff in storage, and then buy in September, that would be ideal rock. And so now they just told you, they have a country place up north, you didn't know about where they're going to move in with their in laws, or whatever the case may be. And so all that as that comes out, the more time you spend, and the more information they give you, the more there's a connection, and the more likely they are to transact with you. So you just keep on asking questions like that until you get the real true feeling, if they avoid you, and they give you like, Well, whenever I don't care, doesn't matter. Just give me my price. When they say vague and global like that, then I get concerned.And in that, in that situation, if they are being vague. In your head, are you sort of like these other really serious or just fishing and they're just bored, and they're just talking100%? So I'm always calibrating and then it might go back to hey, you know what, tell me why did you move to the area you're in right now? Like, what drew you there? And then they start to tell you all the schools or the parks or this or that, or our aunt lives down the street. And so and so what's that going to be like, not living near your aunt who did some babysitting for you. So how you going to work that problem out, because it seems like that was really important to you. And now you start to peel back and peel back. So you got to be a little bit able to jump around from qualifying the person back to qualifying the area of the property, and then back to the person again, because if they don't know you, and it's the first call, you're on, like, imagine you go up to a girl at a bar, and you start asking her intimate questions. She's gonna like, pump the brakes, buddy back off, right? But if you make her laugh, and you compliment her, and then you walk away, then you come back, and all of a sudden, it's a deeper conversation.Why are you still single? Why is a girl like you still single? Seriously, I must have hit the lotto here, I might just be in the right spot. That's amazing. Seeing for me, I don't have the patience to ask these questions, because I'm like that. Hi, Dee, is this harder for DS? To do? Because I would I would. I guess this is probably much easier for an S or a C to handle because the US is like the conversation was correct.Yeah, the s in the in the eyes. Of course, the eyes are all over the place. They they talk a lot. They like to hear themselves talk because they think that you know, they say it best. But I'll tell you toward the end of my career, and I'm a high D is I just walked into a home and I just sat down at the kitchen counter. And I didn't go around the house and look at it. And you said 455 And they're like, Excuse me. I go 455 is what we're listed for. But you haven't even seen our place. And so the Ss are like, but we haven't connected we haven't bonded you haven't seen you know, the countertops and everything. And so you're right to that point, it's harder for a dt. But a D is very driven by outcome. And so ds will do what they don't want to do in order to get a result.true, very true. Ds are willing to do others most others won't do Interesting, you can't do this without knowing this, can you?I mean, I wouldn't recommend it. And the training that I do is I explained the disc. So they have a module, they go through these different areas so they can understand it, but I wouldn't recommend it. If you're going to be in sales, you need to understand human psychology and, and human behavior. So you can predict. And so for instance, a high si si will likely not make a spontaneous decision like that, where you and I would, we're like, yes. Okay, we'll figure it out. So why would you say, oh, so are you ready to make an offer on this house, when you know that the likelihood is that they need to go home and think about it? So instead, you say, Listen, I know you're gonna want to go home and think about this tonight, before you make an offer? And maybe who do you want to talk to about it? And now they're going like, how did he know I want to talk to my uncle. He's hearing me, this guy gets me he's great. The last guy said, We're gonna make an offer you want to make an offer. I hated being pushed like that. So this is what it gives you is it gives you a backstage pass, to reading their mind, which makes them what comfortable. And we all no matter even as DS, we appear, like we're, you know, impervious, and we're tough. But we also are sensitive. And we also want to feel safe. So when you can make people feel safe by speaking in terms of the way they're thinking, home run. That's how I sold 100 homes a year.Love it. All right, said point three. Coming in, with that was asked to write questions. And now what's next? Yeah, sobuild rapport. And then there's that envelope of connection and making them know, like and trust you. Number two is establishing whether there's an actual need, like, do they need your services? The biggest mistake I've seen Realtors make in my entire career, Mike, is because they don't lead generate enough. They try to convince you that you should sell now when you don't need to. They're like, No, but this is a good market. It's a hot market, you should sell it you should buy GT, whateverinstantly turned off, right?turned off. Yeah. Right. So you're actually in the business of sifting and sorting, not of motivating, don't try to convince people now's the time, what you do is you ask the right questions to determine if you need the service. And when they do, then you go to find the right product. So once you've said,people always ask me, Hey, Mike, I want to create, I want more seller leads or they mainly go for unresolved I would say you want more sellers saying I want more sellers. We have to be around more people in houses, or you have to be talking to people that want to sell houses, right. And, you know, it's crazy that I don't think anything that we're going to tell somebody is going to force them to move, right? Like nothing that comes out of my mouth is going to force that guy to buy their house, or sell their house, but what can help come out of my mouth can help guide them into the right decision to make them feel comfortable. Boom, right? Is that accurate?Right on you hit the nail on the head. And so that's what you do. And by the way, when you have a conversation with somebody that will do a transaction in a year from now. And you ask the right questions, and they're like, and you can both come to the conclusion. Well, obviously Mike, now's not the time for you, I get it is it okay, if I follow up with you for next year. And then you put that in your follow up system and we know the fortunes in the follow up. Then you get into not your cold calling, you get into your warm follow ups. then six months later, I call you up Mike and I go Hey, Mike, has anything changed for you? I got you down for moving in about six months. I just wanted to touch base and you're like, No still on track and say, Okay, let me touch base with you in three months. Is that a difficult call? No. So I created the connection. I'm serving to your needs, I put you in a follow up system. And now I've got my data base is my data bank. And that's how you have a business that is worth owning is because you're patient, you sift you sort, you put people into the right envelopes. You open up your month in November, and you're like, Oh, great. I got seven people I'm going to do business with this month. That's awesome. And that's how you have something though. Most agents when they retire, Mike, they don't sell their business. I sold my business for $385,000 because I had a database that I could prove to the next person that these people would do business. And so wouldn't it be nice for those agents that worked 10 or 15 years in the business that they could then actually cash out with 500,000 or a million dollars worth of selling their business?Yeah, that was my worst mistake I just left.Yeah, well you're not alone. Most people do that because quantify it right? But I looked at it as hey, these people as a book of business that are going to do business with me and create a relationship with them. I gave them two gifts a year they got a newsletter, blah blah blah and nurtured them. And then when I exited, I made money off of it. And so the quick way to being rich is the slow way, right? Soar within your data bank, and then just get up the next day. And then eventually, you're not even really cold calling anymore, or lead conversions or warm lead conversions, which are just conversations. Because if you and I have spoken three times in a year, when I call you up, we might talk about the Cardinals. We might talk about this, we might talk about that. And then we go oh, by the way, and you're like, Yeah, I'm ready rock. And now we're buddies. Do yousend any gift after first contact you? What else? Are you doing? Any marketing around staying in touch with them? Or is it just a follow up on the actual call when they want you to?So I would think cold land, sea and air? And so once my database, you are going to constantly get something from me? Yeah, okay, good. I love that. Today in social media, you got to be present in my market center and my office, we actually do it for the brokers, because brokers don't get around to it. So we have a package that we do for them, we have a studio in the office, we film them, we shoot them, we bring in their teams, we do video, and then we put it all out there for them. Because let's face it, a lot of agents are overwhelmed, you have to be good at so many things. As an agent, you know, you have to lead convert, and you have to be a marketer, then you have to do sales, you have to do contracts, you have to hold hands, you have to do building inspections, and nobody's going to be great at all of it. So you should do what you're really good at. And you should delegate the other stuff. And that's why I love the stuff that you do is because you help people with the parts that are difficult for most people.Yeah, I suck at your end. And I'm really good at just don't forget I existed. But I mean, if you were to combine them, it can be pretty powerful. I can't, I can't do that, like I still won't cold call anyone I can't do it. It's just not in my in my skin. But let's go there's different types of calls. This isn't just for outbound this is for inbound, too. So what's the difference between how you approach something whether I'm going outbound and being outbound, and folks, if you're not paying attention, right, now, there's gonna be a giant, expired listings category to go after, there's gonna be a giant for sale by owners category to go after, you have to remember that 90, I think the stats are like 95% of the agents that exist today have never experienced the shift, okay? Which means and then these are, these are also really interesting stats, the number of transactions this year, I forgot the words, but let's just say it was 3 million transactions this year, what they're what they're what we're gonna see, according to the experts, as a third less, so we're gonna see about 66% transactions opposed 99, whatever that math is. So we're gonna see two thirds less than what we saw. If you guys are following that math, however, the amount of agents that will be leaving the business is greater than the amount of transactions still being had.So computes to a lot of people are going to be suffering that don't get the skills going.100% like you cannot, like when this shift happens. And the last time folks like I shifted in the short sales, I went where the business was on, and that was always my claim to fame was short sale, short sales, we did a lot. But real estate is always going to be bought and sold. But what changes is how you do business, and then the skill sets you obtain. I believe that in this next market like this, being able to convert and talk to people is going to be so important, because people are going to have a lot of questions. Whereas in the last market, we just came out of the peak, there weren't as many questions are like more, let's go, everything's a good deal. But when things hit the fan like they are, and what they're about to is like, there's going to be a shift and these people are going to have a lot more questions. And the more comfortable you make them feel you're gonna make, you're gonna win the deal. Because I don't believe there's enough people that know how to do that.Yeah, and I mean, I might mess this up. But there's something like difficult times make strong people, strong people make easy times, and easy time make weak people. And we've just gone through a period of time, specifically in real estate that has been relatively easy, right, you just you just have to get a listing and take an order. And so we have people with very, very poor skill set practice, they're used to making easy money. And now they're gonna have to work a little bit harder, the sales cycle is longer, they're gonna start getting hungry, they're gonna have to deal with people that are upset because they can't get the price that they saw their neighbor yet. And they're gonna have to learn how to handle that narrative. And a lot of people don't know how to do it. And so they're gonna go home, like a lot of people or go back to their office, and they're gonna complain, and they're gonna play the victim. And my definition of victim is that when circumstances are better than your skill set, that's all. So if you don't get skilled, you ain't gonna be paying the bills. And so where are you going to do it? You got to find a place and you got to find the motivation to go through with it. Again, human nature is we like the easy path. We don't want to have to do things that are difficult. And so it's going to start first with what are your goals and dreams for the next 15 months heading into two 2023 What are you willing to do? Who are you surrounding yourself with? And are you going to decide to make it happen no matter what an entrepreneur doesn't need to know the problems in front of them, they just need to know. They're gonna figure it out.shrew. It's almost it's, it's the way we're made to. I mean, it's a survival of the fittest. It's the way we're made its way God made us, we just figure things out. It's like when a squirrel in the winter already knows that they have to go and store their nuts. And they practice that all year round. And it's the same concept as because they know that innately. It's why some babies can swim. Like, there's certain things that we just know. And when your backs up against the wall, guys, and I'm telling you from firsthand experience, two years ago, I was fucking dead, broke, dead broke, maybe $100 in my checking account, and you figure shit out when shit hits the wall, but you keep on going. Right? Well, you know,it's interesting, you say that, because I don't know if you've seen this, but they did an experiment with mice, and they put my mouse in a cup. So it can't with water and it can't get out. And it treads water for about 20 minutes. And it's I heard this, right, and then a dice. So then they started taking the mouse out about a minute before it would die and give it a break. They put it back in. And now with the specter of hope. He would tread water for 60 hours. Wow. And so I often say to people, if you want to do really well, in real estate, it's so important. You don't try to do it on your own. Get to be part of a mastermind group, surround yourself with other people that are going to say, yeah, it is tougher, but this is what I'm doing. Yeah, it does take longer, and I you I'm using this new strategy. And so you're not alone. And then you all of a sudden, like you're like, okay, yeah, all right, I'll pick myself up and go to many realtors out there trying to do it alone. They don't invest in money in their education, they figure think they can just figure it out when the world's changing rapidly. And then they suffer. And then they go home. And they tell their spouse, a story that the spouse can't confirm. And then they sit on the couch and have a beer and Uncle Sam comes knocking at the door soon they can't pay their bills. And it's a sad story. Because, like you to your point, a lot of agents are going to leave the business in the next 24 months.Yep. Which is an opportunity for those who stick around though. And there's always an opportunity, folks as glass half empty as a half full well, it's all based on mindset and how you're going to react to what we're about to face. Rock. I think you've had a really good episode here, folks, if you want to learn more about rock, rock teaches this course I've seen it, I've been in it, it's really good. I suggest that if you guys like what you see here today, that you look into it, I believe what you're teaching people is going to be necessary. And what I like most about is you're not charging $5,000 To take it because you probably should be rock, why don't you talk a little bit more about what that is?Yeah, it's called Real Estate Sales mastery. It's a 90 day simple bootcamp where you get to have access to recorded videos that you can digest on your own. And then you get on a weekly call, where we do role plays, and we do competitions, and you actually get to call the leads that we have, because we have we have buyers, funds that want to buy certain area codes. So we're excited about this, because so many agents get stuck just at the beginning Mike where they're like, Okay, I gotta get the numbers into a dialer, I got to put them into a CRM. And that's enough to take a lot of people out, forget, they are afraid to call don't know what to say, Yeah, but we handle all of that for them. And then we give them the coaching the scripting. And then we help them close the deals, and we pay them while they're getting educated. So we know the next 24 months is going to be crucial for real estate. And so you know, when the going gets tough, the entrepreneurs start to get creative. And so that's why we came up with this course, as we said, hey, this is what people are going to need. Let's leverage technology, so we don't have to charge $5,000 for it. So it's basically 97 bucks a month, and you're in, you get the skill set. And then you take that skill set to sell to the funds through us or just take the skill set to your marketplace and dominate your marketplace. Knowing that you can build rapport specifically and how to do it. You're really good at qualifying the client really good at qualifying the property and then next step is you close for the sale.Love it, love it. Where can we find more about you rock?Rock, Tom's dot com is the best place and people get me on social media or rock at Rock Tom's dot com if you want to send me an email.Folks, it is time to start looking at what you're going to do next. Yes, things are going to be a little bit slow for the immediate time being. This is what happens on a shift the first few months are always shaky. It's what you do during those first two months because whatever you do in the next 30 to 90 days is going to start paying off in the next 120 to 180 and if You don't start to take the time to do that now. And I'm not doom and gloom but I don't want to be in for a rude awakening. I've been here before I've seen this rock has been here before you seen this. And I think there's that many people that have been real estate longer than me rock, you take the cake on that one.Two words for you starts with an F.Love that. And Roc is also going to be working with us on owner advocate, which we'll be doing another podcast on but if you guys want to visit owner advocate agent.com. It's a listing system. And a lot of the leads that we're calling sort of go hand in hand with this listing system as well. And to give you guys an idea, I just wanted to give you guys a little bit of a teaser. My partner Dustin through rocks efforts have actually brought in how many transfers or leads that we get in the last two weeks.Oh my god. I don't remember the number but we're nailing like 10 appointments a day. Yeah. And it's just scaling every day.And it's using these exact same things we talked about today from people that are generating new leads the best things that people are generating leads I've never even called anyone before they're doing it through the training that you provide. So it's amazing to get involved.Some people that aren't even realtors that have zero sales experience and they're getting success because the system is set up for them to simplistically winit's awesome dude you're killer man appreciate appreciate having you on the show here we appreciate you guys listening to this episode of the real estate marketing dude podcast thank you for the reviews go ahead and make sure you subscribe to the podcast subscribe the channel on YouTube, follow us on all the social accounts just look up real estate marketing do.com And I think I'm the only one there but if not, make sure you look for a little logo and you'll be able to see what that is. Talk to you guys later. See you guys next week Parrish. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

It's hard to deny we are seeing an economic recession. While that is a scary thought for those in the real estate industry, the truth is that there is a lot of opportunity for us.Three Things You’ll Learn in This EpisodeHow should we handle the recession?What can we still do when the market slows down?How to position yourself during a recession.ResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's that? Ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Folks, what we're going to be chatting about today is the R word. The recession. It is here, folks. Interest rate just went up what 7.75 basis point as of this morning, the Dow was under 30,000. Interest rates as of yesterday, according to my mortgage broker friend were 7.125%. What are we going to do? There is we actually just did an event on this topic last night. So I think it's very relevant to share with you guys sort of what we uncovered there, because it's extremely relevant to what's going on in the market. And right now I understand you might be scared, I understand, you might be worried. But the reality of it is, is that these types of markets that we're about to experience and face are when the biggest opportunities actually occur. The greatest transfer of wealth you guys always occurs during a depression or a recession, not during the peak bullish market. So what you want to be focused on though, is where you're going to take your message. And while everybody else is out there, just doing a bunch of doom and gloom, what I wanted to share with you on is how to change this conversation. Because if you're watching the news, if you're watching the media, you're probably like, literally on the verge of having a heart attack, because literally everything they do is not only not true, but it never seems to be at least notice. But it's scary. It's scare tactics. And if you don't know how to change the conversation to your client tell your clients are going to remain scared. So what I'm going to chat about is how do we change the conversation. And it's a lot easier than you think. So what I want to do is start out with some of the objections that you guys are hearing on a daily basis. I'm gonna tell you the ones that we heard yesterday from agents, and I'm sure these are true in your market as well regardless of where you're at, in the United States. So number one, I'm going to hold off right now, and not buy a house because this market is goingto crash. I'm gonna hold out right now, and don't buy a house because the rates are too damn high. So if this is your first correction, first off welcome and during the ride, but the good deals are bought in the shitty times, I want you to think back about anyone who bought a house in 2007, or six, bought at a peak just like anyone who bought a house in 2022 or 2021. Okay, and the absolute best deals in the real estate market came in the 2008 910 and 11 years. Personally, I was buying condos in downtown Chicago on the 48th floor for $140,000 To give you an idea of what we experienced in the last crash. And a lot of you guys know me as a video guy. But before I was a video guy, I was one of the top short sale teams in the country closing 25 to 35 transactions a month. And I did that for three years in a row. And at that time, I see a lot of similarities with what's occurring today. Which is how I know this history repeats itself, folks. And when people are not buying, that's when you buy, okay, you want to change the conversation quit doing what everyone else is doing the most, the best thing to do when it comes in terms of real estate investing is do the opposite of what the current market trends are. So for example, in the last market that we just came out of where people were overpaying for properties left and right ever the old markets ever going to crash librium crush been saying since March, we're gonna go down 20% In at least San Diego County, and I am right on. Everyone thought I was crazy. I'm not doing this. It's like well, you know, you guys ever been here before, dude. So what do we know with history, folks, for those of you that haven't experienced a crash is that the best time to buy is when no one else is buying because that's when prices come down. And the reality of the situation is is that as we enter into this recession, there's going to be pain, okay? I don't know how bad it's gonna get. No, it's probably not going to be as bad as 2007 Eight, I'm pretty positive. It's not going to be because there are a lot of conditions then that were present that aren't present in this market. However, there are going to be people underwater, and the more cost that goes up The interest rates hike the inflation, gas, all of these other expenses just leads to one end result, less people can afford what the prices are, therefore prices start to drop. So what I'm telling buyers what I would tell buyers, if I'm not, if I'm selling you guys is like, what do you mean? Makana buy, this is the best time to buy, but we have to buy the right deal. We need to find the person that is going to let their house go. Because it's not about the interest rate. It's about the opportunity. Now, I want you guys to really take that into effect. And just because no one else is buying and people are not, that's when the prices are going to come down. And that's when you pounce, yes, you'll have to deal with an interest rate hike. Yes, you'll have to deal with some of these higher costs. However, this is where an agent who is absolutely creative can come on into the mix. So one of the things that you change the conversation with is you actually start saying, don't sell now buy now, because that is the entire purpose. Now what if someone right now can't buy because they're stuck with a higher interest rate, and they can no longer afford that house that they want? Well, it's very simple. You need to start getting with your lenders and figuring out how to do rate buyouts, right? If I'm a real estate agent, right now I am I'm not selling them telling you guys what to do. But I am 100% starting to structure my deals with a three to 6% seller concession on every single purchase offer, especially in this high interest rate market. The reason why I'm doing that is because I'm going to use that concession to buy down my interest rate, how much of a bite down can it go, whether it's three or 6%. I don't know guys, get with your local lender and come up with a rate Bytown program because this is a marketing opportunity. Now I'm going to start marketing my business, instead of saying interest rates are so high bah, bah, bah, bah, like everyone else, and all these doom and gloom users. Instead, I'm going to say we're getting properties, we're not only buying properties under market value, but we're doing it with a 5% interest rate. Here's how, folks, there's so much opportunity right now to stand out and do things different, because everybody else is going to do one or two things. One, they're gonna go hide or neath a couch, most of them are. But number two, they don't know what to do, because they've never been here before. Okay, the very first thing you want to do in this is changed the conversation, alright. And that's the truth, people are going to have lose their jobs, they're going to lose their incomes,people are still going to get divorced, people are still going to have kids and move up, some people are going to have promotions. But with less buyers in the market, it's going to increase inventory levels. And with more inventory, that just means that there's going to be more deals because I'm not going to buy the house that my eyes fall in love with. I'm going to buy the house that my opportunity falls in love with because it's such a good fucking deal. Now, how do we switch this conversation for sellers? If that makes sense? And if you guys have comments on that, please feel free to write in. But how do we change the conversation for sellers? Well, it's quite the opposite. Because what we're seeing with sellers already is they're saying, hey, I want yesterday's sales price and then us are stuck in the middle of being like, well, how are you going to help them? Well, your house isn't worth that much, folks, you have to be honest with people. And you have to teach them the basic principles of supply and demand. As a matter of fact, in this type of market and appreciating market, you don't price it at market value, guys, you price 5% below it. We don't know what's going to happen. Interest rates just went up another point seven five that hopefully they're still not 7%. But that's a big deal. That's going to take a lot of people out of the market. Okay. And that's not doom and gloom. That's opportunity. Because you have to know how to position this back to sellers as well. sellers need to understand that there's less buyers out there. But if I'm going to go out and sell a house, well, here's how I'm doing it. One, let's see if your loan is assumable. So you could pass through the interest rate to Why don't you offer a rate by down program to start enticing different buyers to with the lower interest rate and have that built into your marketing plan. These are the types of things that are going to require everybody to be a little bit more consistent. So I want to walk you through a case study I did with this agent last night as we're sitting here talking, and I'll lay out the entire deal for you. And I'm going to show you how literally if she just takes my advice. She'll put it together and she's going to make $40,000 in another time. But before we talk she's like oh, this is a dead deal. It's a dead client. We have to bring value through the table by properly advising people and being creative in times like this. You often see people saying on social media oh the The Fly By Night agent is going to be out of business, they absolutely are. But this is why nine or 10% of the businesses, or 10%, the agents do 90% The business because the 10% that are doing the business are running a business, they're not another salesperson chasing a fucking check. So what do we do? On the seller side? Well, let's think about a couple of different creative solutions we could do. If you're gonna sell your house, offer a rate bite out and put that in your marketing, make your house more affordable, make your house more appealing, at the same time don't price at market value price below market value. Because in a depreciating market, people aren't buying what it's worth today, they're buying what it's going to be worth in three or four months from now, just like they are in an appreciating market, folks. Now, let's look through this case study. And then I'm gonna give you a bunch of other recommendations. But here is with an agent, she has a buyer that has a house to sell, but cannot sell the house but cannot buy the new house because of the house to sell. So in other words, they have to sell the bot. Their problem is right now is they can't sell their house in a timely manner. But they do have the house they want to buy. So they've located a $900,000 property that they want to purchase and move into as their primary residence. But they are stuck because they can't sell the $700,000 property. And where she's at right now is that well, the $700,000, or the 900,000, our house is about to get an offer. So they're about to lose their dream home. So I introduced to her yesterday, what I said would be why don't you do a bridge loan. Folks, if you've not been to owner advocate agent.com yet go to owner advocate agent.com. It's an entire training course we just rolled out it's a certification program, and we put you in touch with all of these different companies that you can finance deals just like this, what she's gonna end up doing is taking a bridge loan type option through one of the financiers we recommend, and the bridge loan is going to allow her seller to go buy their next $900,000 house, and they're gonna go ahead and buy it in cash. Now they're gonna lend the money for cash on the $900,000 loan, and the buyer is probably going to pay a few points, say it's two to 3% of the sales price, they're gonna charge them $27,000 To borrow that money. Okay, so if you're following this, follow the story here. Now,in exchange, they don't have to sell their house for the ability to buy it, they're gonna buy the house close on the house and move into it, then they're gonna go back and list the other house back for sale, but not after they've done some improvements. See, what they're going to do is create what we call fixing list program. And because the sales price has dropped, and because it's not in tip top shape, what we need to do is put it into the top shape to get that extra price. So they're going to do small improvements utilizing another financier is going to help them renovate their house so that they could flip it or sell it for top dollar and make it the most appealing house on the market. Now once that house sells, what they're going to be doing is then refinancing their $900,000 house into a traditional 30 year mortgage or whatever they assume they're going to be doing. And if you followed history folks this small, or this interest rate hike we're seeing today, if history proves correct, we'll be short lived. And by the time that renovation is done. If my predictive analysis is correct, they're going to be refinancing not into a 7% rate, but probably more into the five because when you're in a recessionary market, and when the Fed raises interest rates, traditionally, traditionally, the mortgage interest rates go down, okay. And this is why you want to know all of these different types of things. This is why you need to know how to control the conversation in a market like this, folks, the best piece of advice that I would tell all of you is that if you don't start sharpening your tool belt, in terms of the knowledge you have up here in your head, and the solutions you provide as a real estate agent. In this type of market, you are going to be out of business. You have to look at figuring out a way to solve problems because that's what this market is, is the real estate agent who becomes the biggest problem solver will always be in demand. Because the traditional way of doing things that we've all been accustomed to doing for the last 13 years is changing and it's going to change. You're gonna see short sales, not quite the 2007 but they will be Hear, you need to know how to have that conversation with people who are underwater on their properties, when we were selling a lot of short sales, if I would have played my cards correctly, and I totally messed up on this, but again, this is what you learned from experience in history is that I would have built up and we did, but we didn't really do it. Well, I would have built up a mega buyer's list because we were doing so many short sale transactions, I had every investor in the city of Chicago showing up to my office, knocking on my door, taking me out to eat, because I controlled the freakin inventory at a certain aspect. And everybody came to us for short sales. All I did was learn how to do them and sharpen my skills. And before I knew it, I became the number one team because no one else is willing to learn. Folks, you're going to have to be willing to learn new things in your business to control and change the conversation. And it's going to be little things deals like this, that are going to allow you to do it. People make a lot of money in a recession in real estate and start controlling the conversation about how much opportunity is about to be in the market. Not all about the doom and gloom were to experience because these types of markets you guys are where brands get built. People remember and if you play your cards, right, it'll change the course and the outlook of your life. If you guys liked today's message, visit us at real estate marketing do.com I made a couple mentions here at the owner advocate.com or owner, advocate agent. If you're looking for creative solutions, to help yourself stand out, take the training, sign up for a course. And I believe you will be well served by it. But start thinking outside the box folks, it's time to do it. And people aren't going to remember what house you sold them. They're going to remember how you sold it to them. Appreciate you guys. See you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then scheduled time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

I know there's a lot of people right now who are scared and worried about what's going to happen with the future of the market. There's no doubt transactions are down and some people are struggling. But some people are still doing really well. What can we do to help us survive this economic shift?Three Things You’ll Learn in This EpisodeWhat is your brand?What are the components of a brand?Why is a brand important?ResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome to their episode of the real estate marketing, dude, podcast, folks. So you we don't have any guests today, you're stuck, which is good old marketing, dude, me. But we are gonna go and do a little bit of teaching today. And there's a topic that I gave this morning on a webinar that I also want to give again today, because I think it's very relevantto today's market, and experiencing the shift that we're in. And look, I understand and I hear a lot of you guys, I know there's a lot of people already and right now there's a lot of people who are scared, worried about what's going to happen. There's no doubt transactions are down and some people are still doing very, very well. God bless you if you are. But the reality of the matter is a sales down across the board. I just saw a statistic. That is just mind boggling to me. And you might have seen it too. It's been floating around on social media. And it said that only 8% of the real estate agent population has sold more than four houses this year, folks, it is August, September, I'm sorry, not in August, it's September, September 16. As of the time of this recording right now, like for houses like you cannot survive in a business only 8%. So what are the 92% of Realtors right now are freaking getting their ass kicked. Because if you've only sold four houses in 10 months, like, you're not gonna be allowed around in this business much longer. This is going to be a hobby, definitely a part time job. Unless you're a trust fund baby, right. But most of us let's get to the reality of it aren't. So let's go through and talk about, I want to get back to the basics. And I want to give you guys some really good advice. This is what I was telling you this morning. And there's really, when it shipped like this happens, this is the second or third time I've seen this and what always happens, it's the same like I feel like I have it down to a science. It's happened every time. So I'm gonna go ahead and do it again. I'm gonna advise again, and we'll see in six months if I'm right or not, but I'm always fucking right. All right, and we'll see what happens. But the point is, is that we've already experienced a shift. And last one you did too, was when COVID happened in March of 2020. And I remember we were all scared, everything was going crazy, right? What's going to happen? What's gonna happen never know what's going on. And a lot of people went into hiding, okay, and everybody's eyeballs were glued to social media. I remember seeing at that time, okay, guys get really, really loud, because everybody's eyeballs are gonna be on social. Everyone's just gonna be stuck to their phones, on Facebook, Instagram, all these different platforms. And that's what happened like all of our kids were stuck on the damn platforms, too. I'm still trying to get my son off of it. But the point of the story being is that a lot of agents went into hiding. And the ones who went into hiding got their ass kicked. There were some agents that were super loud on social media, and every single one of them had Rockstar years. And let's be honest, the the COVID 20, when it came out of COVID, for the real estate market was 18 months of just crazy appreciation and massive price hikes across all the states. As long as you own real estate you bought in the last few years, you did pretty damn well, because the pricing was just going through the roof. But now the shift is here. And now what's going to happen, right? So, folks, when this happens, and you get loud, is the point, just like the agents who got loud during COVID, all did very well. Because I believe that the entire business is based upon the attention that you have on your brand, the amount of people that know what you do in how many conversations you're constantly having, which is why like always talking on video and being on videos, because you're always conversing with somebody, even if it's one person or if it's 300 people, your videos always working for you even while you're sleeping. So the point being is that you doubled down on brand and doubled down on content during the shift. This is what you do, alright, because you cannot count on lead generation right now the reason if you're out there buying leads, and anyone who's listening to this, if you're buying leads, you just probably got your ass kicked last month if there was a negative shift in that, right and the scary thing about lead generation when a shift comes whether you're buying leads on Zillow, or you're doing some kind of paid marketing is that when a shift occurs and the consumer habits change, so does the ROI on your ad spend because you don't know what consumers are going to do right now. So it puts you in a very vulnerable position. If you're spending and shelling out money on lead generation stuff that was working six months ago that's just starting not to work today. But the one thing you can double down down in it especially during this time is on your database on your market. Like if you have someone that's cheated on you with another agent, the last 12 month's Well, you're not doing a good enough job of staying on top of your networker database because folks, the business has always been right in front of us. 74% of all closed transactions came from someone they worked with in the past, they were referred to, they personally met, or they already knew 74% which means that this entire business is based upon the relationships and the amount of people who know you in life. There's somebody in your market right now that you're like, Who the hell is this guy? And why is this guy selling houses, I want you to think who that is. There's somebody in your office might be some other competing office. But there's some agent that you think it's a total douchebag but they're way outselling you and be honest part of it is a little envious, you're a little envious of that he like dude can hate this guy. But I also like him a lot. I sort of respect him because he's outselling me. Well, the only difference between you and him or her whatever it is, is that they just have more attention or more relationships, more people know what they do they know what you do for a living. That's one reason why they're outselling you right now, but they're not any smarter than you. They're any better than you any of that that's all just in your head. So what does that tell us? Well, it tells us be really loud, because regardless of what the market's going to do the same things, people are still going to move, like, just because there's a recession doesn't mean people don't move. However, how often they move might change, but people are still gonna move I moved, bricking a month ago, I didn't know a month and a half ago, I needed to move I just sort of happened. So this is what happens in life, some people are going to die, some people are gonna get sick. In a recession, some people are going to lose their jobs, a lot of them. And they're also going to a lot of people are going to lose some of the affordability issues with rising inflation costs and all of that people are going to get divorced, people are going to get a promotion. But whatever life happens, people move.That's not going to change whether they're going to move because whether there's a recession or no recession, but of which though, the main point is is that 80 plus percent of those people are going to hire the first person they meet with. So it's either going to be you or somebody else. So the reason why I'm saying you got to get really, really loud is that the one thing you can do during this market right now is go right back to the basics. Because the basics always work. And then this time, don't ever ignore the basics going forward. And you'll never have a business problem, whether there's a recession or not the number one reason why so many real estate agents fall on their face when the market shifts like this happen is that they've done a shitty job of cultivating the relationships they already have in life, because if they did, they wouldn't matter if there's a recession or not, because people are still gonna fucking move at the end of the day. So it's really just up to whatever. So mindset, folks at the end of the day, and right now, I know that 90% of your competition is quitting 90% of your competition is going to fail. I just told you the stats only frickin 8% of real estate agents nationwide. We're in September, we're in the middle of September called October, only 8% of real estate agents nationwide have sold more than four houses this month. Folks, that is a fucking opportunity. If I reverse seeing one because the vast majority of those people goodbye, you're gone. I'll see you later. This is the opportunity to get out ahead and it's during shifts like this, that you actually have a bigger opportunity to get ahead, because people will remember the one who's standing tall and loud, while everyone else retreats. You see when real estate's really easy and everyone's buying a house. It's like they're taking gumballs out of a Gumball Dispenser machine, because it's hot and it's just the thing to do real estate's really easy but when the going gets tough, how easy is it? 8% for houses it's insane. That only happens to people who go into disappearing that only happens the people who hide and go into their closets The question is, are you one of them or not? You can't operate out of fear there's the thing I always say is faith over fear faith over fear faith over fear. I put my faith therefore I have no fear. So with with you guys, it's no different you have to if you believe you're the right person for the job, it becomes your obligation to let the world know about it. If not, you're just a dick. I believe I'm the right person that you should hire for personal branding video whatever the hell it is that deals with real estate because I'm the right damn person for the job. And I believe that in my heart, you'll determine whether or not you like me. But it doesn't stop me from screaming from the fucking rooftops and doing a podcast each and every every day. Look, this podcast is coming out tomorrow when you're listening to this I just shot this yesterday and there isn't a shot at last second was because I didn't have any other shows lined up. But consistency is so important that I have to keep serving my audience I have to keep making noise. And then when I'm done with this, I'm going to create two more videos because I'm out of videos to publish on my social feeds because I'm going to get really really loud right now too because everybody else is going into hiding. And when I have an opportunity to get ahead, I do it through personal brand, I do it through a lot of content creation, because I'm going to be screaming from the fucking rooftops real estate marketing dude, which is why you should be screaming from the rooftops. I'm the best Realtor in this market, you don't even have to say that you have to remind them. So when people ask, like, hey, what can you do right now, well, double down on your brand and double down on content creation, it's the least form, or the least expensive form of marketing or advertising you're ever gonna do pull back on lead generation, unless, you know, it's still providing a positive ROI. And you know, you can maintain that. If not you, that's what you pull back on. And you double down on that brand, man, because double down on brand is a recession proof business model. Because every single real estate agent that has a brand isn't suffering right now. Folks, if you need to know how to build a brand with video, go back through this podcast and listen to a lot of episodes, I'm not going to get into the weeds and tell you about how to do it. We talked about that each and every time. And you could go visit our website, because there's a lot of way you can market your database. The point is, is I just want to show you where to focus your energy. And that's going to be on your database. And let's define who that is. This is your Facebook friends, your Instagram followers, anyone and anyone you say hello to in the grocery store, or that you would be pissed off to learn that I sold them a house not you, they you need their attention. You have to stay in front of these people. And you have to be very, very loud, doing so. Now, the only other thing that I would be focusing on doing right now is developing my unique selling proposition.See people only stand out in two ways. One is through relationships, you create a lot of content, you make a lot of noise, like hey, look at me, look at me, look at me. That's why video is so well. But the other way to do this is you got to offer something different. What do you do that nobody else does in your market? How do you make people feel after they're done working with you? So we've said we gotta go back to the basics. Yeah, go back to the basics and go back to your ingredients. And define your food. Define your menu, what are you selling? What are you offering? So let's dig a little bit deeper into that. And what does that really even mean? Mike? What are you talking about, dude? Well, let's define what you offer. What makes you any different than John smo the real estate agent at cole banker? What do you do you put a listing on the MLS, you pop a sign in the yard, you wait for a buyer to come so that Zillow can sell the listing, then you're gonna disappear until closing. That's not worth five or 6%. And wait, doesn't every other real estate agent offer the same fucking thing? This is what we're talking about right now. You have the time not only to get really loud, where everyone else retreats, but you have the time. If you're not as busy right now, there's no reason why we're not working on your business. Quit being that salesperson chasing the next check and be the business owner who's defining what the hell it is that they offer. Why can a company or even a real estate brokerage, I just spelled out real estate is prime is a referral dominated business. It comes from belly to belly relationships, at least three quarters of closed transactions do so it's not a business. It's based upon lead generation and numbers speak for themselves. It's based upon relationships. But there is a spot for lead generation. And if you want to get good at lead generation, well, you got to offer something different if you have 100 people selling the same shit. Well, that's a lot less appealing when there's verses there's only one. And when you all sell in the same shed, what is the difference between you and that John schmo. That's why people base their decision on who they work with off the relationship or the way they make them feel. So why can a company like Redfin, or purple bricks? Who was here, you know, they're gone. Now they went back and got their ass kicked back to England. But if you remember a couple of weeks ago, years ago, purple bricks was a company in interruptor that came through and started doing I think it was salaried real estate agents and doing flat fee listing and all the realtors were up in arms about purple bricks. Well, the market decided on purple bricks, but purple bricks did start transacting and the reason why they did was because they had a unique selling proposition no one else had. So what's your unique selling proposition? If you don't have one, visit our other site owner, the owner or owner advocate agent.com, owner advocate agent.com as the unique selling proposition, you know, when we our agent say hey, we're gonna go out and list the property for sale. We don't list properties for sale, we give people five to six different selling options and let them decide which is best for them. That's what makes us different. We communicate with transactional videos throughout the course of the transaction. You know, Hey, your offers accepted. Here's what you can expect next. And that's a nice little video email that will go out automatically when somebody has that milestone passed in their transaction because that I know that that experience is what they will remember, our closing gifts are very thought out and matched and they're on brand for how we make them feel throughout the transaction. There's certain steps involved in every single part of the transaction that encourages referrals and solidifies the relationships for repeat business in the future. Recruiting case studies off the different listings that we're doing. See, we're transactionally marketing, the people we're working with and to new opportunities that happened later. But more importantly, I'm focused right now on transactional and customer service and all of these other things. Why? Because there's a huge opportunity there. And when everyone in industry like ours is selling the same thing, you're a commodity. When you start doing things different, you're fucking rock star. That's the difference. Not everyone likes the rock star, it's okay. But the Rockstar always has all the attention. That's the opportunity you have in front of you right now, it's really up to you. Nobody's going to do this for you, your broker is not going to do it. And even if your brokerage did introduce some sort of new selling proposition or something that you do different, it's not yours, it's theirs. So create your own, no one's going to tell you how to do business by yourself, you work for yourself, 96% of people don't hire your broker, they're hiring you the agent, because that's whom they have a relationship with. This isn't 1984 And people are walking in off the street during floor time. Oh, I gotta go with gold banker because cold burgers been in the business for years, or, Hey, I'm only going to hire a real estate agent that wears a gold century 21 blazer.That ship has sailed folks. The one with the most attention, or the one with the biggest selling proposition are going to be the one that wins. But why not be both. get really, really loud, create a lot a lot of content. Don't let anyone tell you otherwise and get loud, it's might not lead to business immediately. A lot of it will. But it might not. But it will eventually unless people don't like you. Because when the market does shift and turn, whoever they turn to first is the one that gets hired. And the one they're going to turn to is the one that they're going to remember. And that is all happening right now. So you have two options, you can either be really, really quiet and go to a room and hide and become part of that 8% of agents that have only sold four houses that will soon be out of business. Or you can decide to get really, really freaking loud, go back in the kitchen, work on your business model, start offering something different whether you're going to follow a multiple option selling system, like what the owner advocate like I just told you about. Or you're going to redefine the way that your marketing plan is for your listings and offer something different there. Or you're going to start maybe you're going to turn into a flat fee brokerage, I don't care what it is, but define what makes you different in terms of the level of service or how you do business because that is what people remember, they either remember your personal brand, or they remember how you transact with it. And when you combine both of those concepts together, you should have no problem ever, ever, ever, ever worried about where your next deal is going to come from because you'll have a brand that is recession proof. So folks, if you resonated with that message today, go ahead and visit us at real estate marketing do.com real estate marketing do.com And follow us on social Thank you for listening to the show over the years. We appreciate each and every one of you and we'll see you next week with another episode. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

So what we're gonna be chatting about today is brand vs brand identity. What the hell is it? Is my broker my brand? Are you the brand? Why do you need it? Why is it important? I'm telling you right now that if you do not focus on your own personal brand, you're going to be out of businessJason Byer serves as the marketing and partnership manager at Crowdspring, where he helps businesses and individuals grow their brand and make more money.Three Things You’ll Learn in This EpisodeWhat is your brand?What are the components of a brand?Why is a brand important?ResourcesCheck Out His WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks already chatting about today's What the fuck do you do in a recession? I just did a video on this. And I was just talking about how important brand isbrand brand brand and a recession because you cannot rely on lead generation because everyone's buying and selling habits have changed. So what we're gonna be chatting about today is we have like the brand master from crowdspring. And we're gonna go through brand identity versus brandied. What the hell is it? Is my broker my brand? Are you the brand? Why do you need it? Why is it important? I'm telling you right now that if you do not focus on your own personal brand is business, you're going to be out of business. I've been saying this for last five fucking years on the damn show. So we're gonna go here, and I think you're gonna prove my point. So without further ado, let's go ahead and introduce our guest, Jason buyer. Jason, how are you? Good. I'm great. Let's do it. Why don't you tell everyone a little bit about whom you are. And we'll get right into, like all kinds of questions for your so I lead marketing and partnerships@crowdspring.com. And we help agents or agencies, small business owners, real estate agents build their brand that starts from that name that you're going to use if you're not using your brokers name and the logo and visual identity. And yeah, it's branding is that secret sauce, it's that it's what sets you apart. It's, it's not difficult to find a real estate agent, right? It's difficult to find one that you'd like working with. And that's really what we're trying to convey through the brand. And remember, like, these are the stats are there, they're sickening. At I think plus percent of people said they'll use their agent again, but only 29% do. Mainly people don't stay in touch with them. But it's impossible to be remembered without a brand. You know, people don't remember. Mike Cuevas remember real estate marketing, dude, dude is my brand. But when I get done with the show, I'm gonna go turn into Mike. So you have to have a brand. You guys, it's whom you are. It's what people read. You remember people buy think about your own viewing habits, and content, habits. Whatever you create, you're drawn to certain things, right? People are drawn to certain things. We're drawn to different brands. And that's honestly how our, my mind works. And I'm pretty sure it's about just the way the human mind is. So let's dig deep into it.I think real estate agents don't see themselves as a brand, mainly, because they're they look at themselves as a person, human. I'm not a brand. I'm a human being. I'm a salesperson chasing the check. Do you mean brand? How do you how do I how do you do that? Absolutely. So let's first define the word so we can get that out of the way. Because a lot of us think brands are corporations. It's apple, it's Nike, it's not us, right? And so a brand is, is every interaction somebody has with you or your company, right? Depending on who you're you're really representing. It's everything from the presence of your vehicle doesn't have to be a nice car, but it's got to be clean. Right? You know, when you open up the door to papers and stuff fall out and your old gym bag and things like that, right? That's part of your brand. That was my car for sure. When I was selling houses. Exactly. Right. So how quickly returned phone calls, you know, your your voicemail, the email that you use, are you still using the MSN or Yahoo email, people judge that right? So this is your whole brand makeup is every little interaction. brand identity is everything visual about your brand. So these are things like your logo and the marketing materials, the color, the font that you use, even your name because you spell that out in different areas. And so that's your brand identity. And so when you think about like, you know, do I have a brand as a person, we all have a brand. But are we actively shaping it? Are we trying to control here's the thing is that even even Apple and Nike can't completely control their brand, they can only direct it, because you and I is the consumer and as the person looking at that company, we control the brand. We are the ones who who have certain thoughts about what this company or person means to us. What our goal is, is just to help provide the train tracks the rails to keep our brand moving in a direction that we want it. Do we want to be known selling to affluent individuals, or to budget conscious first time buyers. There's a market for each, but we should be conscious of the fact of who we're actually talking to. And not just you know, make it up on the fly. Well, I thought every real estate agents logo should be a roof with their initials and or maybe a set of keys next to it though. Yeah. And that's the problem, right? So everybody thinks that way. And there's certain industries that are very guilty of this. dentists, lawyers and real estate agents, you know exactly what that that logo is going to look like and therefore it means nothing to you. Right so when you goout, and you spend all this effort, time and money to attract leads, you look just like somebody else. And it's and you want to have that separation, it's what we find with with free designs or something that's cheap. There's simply just mashups of certain industry symbols. And it doesn't mean you have to avoid them. You can still incorporate things like you know, keys and homeownership into your design. But there's ways to do that, that make them look more custom, that you actually took time to create something that that looks unique. So a lot of people, here's here, I'll tell you what their reservation is right off the bat, though. Well, if I if I do that, I might turn off some people.What do you answer to that? Good? You know, like, that's what we're trying to do. We're trying to niche down. We're trying to find out, you know, who do we want to work with? And, you know, can we speak directly to them? Because if we're not speaking to them, we're speaking to nobody, right? If we're saying we service, every client, every every person at whatever stage in life in any geography, we just look like somebody generic, right? But if we say, we're only interested in selling a million plus homes in this area, that's very specific. And now I want to work with you because I don't want you to say you have to leave to go help some kid by his first house, right? Or maybe it's the opposite. Maybe you want to go after the person whose first time homebuyers because they're like, look, this isn't my third house. I've gotten a lot of stupid questions I'm going to ask, and I'm gonna feel really bad. You know, asking somebody who only sells to folks a million plus, that's not me. Right? And so you want to brand yourself. And when you start talking about branding, you know, what matters is let's let's go with colors, right? So colors have meaning. So if you're targeting an affluent market, your best to use colors that create trust, like blue, or black and gold, which create affluence, or feelings of affluence. If you're going after maybe first time buyers or you're branding yourself, it's kind of fun, maybe using some funky colors, you know, you're using the purples and the pinks. And we've, we've seen Realtors do this? Well, you know, they're known as the pink realtor. And they're saying, Hi, I was just gonna say that the that was one of the best brandings I've ever, ever seen. There's I forget who the guy was a tough dude, the guy was like six, four huge, like, muscle builder. And he was the realtor. So it was like, so perfect for him. Because you just remember, you don't expect to see the big burly guy in a pink shirt every day. But that's that was his brand. And he views it as his uniform. Right? Absolutely. So like, there's a great point, you want to find those additional areas to insert your brand. Right? So some of the obvious ones are, you know, the sign in the front yard. But can you do a vehicle wrap on your on their kid? Can you do something on the outside? Can you do a big mural on the outside of your building? If you have a physical location, right? All of your outdoor advertising, or marketing flyers, this should all have your brand, you shouldn't be second guessing what color am I going to use? What font am I going to use? It's whatever you've defined as your core identity. Sure. So you might see someone who focuses with military or VA, maybe do some cat some camouflage. I've done a bunch of dog tag stuff. I've done a bearded realtor, and I call this show beard budget. Like there's all kinds of stuff you guys can do. But you have to remember that when you fall in line, like with everybody else, you're just a sheep and no one sticking out. And when everyone's selling the exact same service, it's not helping you any. The truth of the reality is, is that the more you stick out brand is the one thing that it is your one thing and you have one, I'm gonna give them a couple examples on these so they could follow it. I'm gonna give you one I'm doing right now. So I'm going to have her on the podcast because it's just an amazing story. But I won't say her name yet. But we're building a brand versus a brand new agent. And she her son was lost to brain cancer. And she was actually in the State of the Union. She got called out by President Obama and then and she was like the girl on when they do the state of you. And they always clap for someone that was her. Right? So as a few years ago. So what you did when when your son pass, she started this thing called kitchen and get cancer.org. Right? And she became a philanthropist in the last 12 years. It's all she's done. She's meted and greeted and rubbed shoulders with very famous people, rich people, fluid people, you name it and she did successful but when COVID hit, she got crushed, took away all the goddess took away everything else. So she's becoming a real estate agent. So we did with her. I go what do you really want to do with yourself? She goes off. I just want to save kids lives. I want to bring awareness as cancer I go, Okay, well, here's what we're gonna do. We're going to create a program and we call this program Johnny's house. Johnny's house is your son's name, and every time there's 10% of her closings will go to Johnny's house. Now we're going to license the program to other realtors who also want to give back. Sure, but everything she does is about giving, giving, giving, giving. So she could go out there and create content on say businesses in her community that also give back. Sure he's going to help us golfers that's all brand new guys. And the difference I think was what we're saying here is that there's a difference between brand versus brand identity. brand identity is going to be the stuff the visual crap, but the brand is going to beWhat the fuck it stands for? Exactly, no, that's a great example. Absolutely brilliant. Because you're, you're looking for a way to set yourself apart, right? Because at the end of the day, somebody's going to be trying to compare you, and they're gonna go to the fees, right? They're gonna say, Wait, you know, 4%, you know, so you know, I'm in a more rural area, guys, we're still 6%, which is just wild being in Chicago, you know, they got pushed down to 1%. And everybody's, either way, everybody's still competing for the small pie. So if you can say, here's what we do with that money through Johnny's house or something like that, that's part of that brand story, you're trying to create beauty 100%. And we talked about one, good one, because because some of your listeners might be thinking, Okay, I don't have such a clear picture of my niche, right, I don't have a charity that I want to create or support. I don't. Right now, I'm just trying to chase leads, I'm not necessarily wanting to pigeonhole myself into one market or the other. One thing that you can do is start now, with the goal of simply rebranding refreshing in a few years, you don't have to have the entire roadmap pictured, right? So Amazon wasn't Amazon and Jeff Bezos had it was to sell books initially, and look what it grew into. You start with something simple, and it's expected that you rebrand you refresh in a couple years when you have that define. But don't forget that like, the best time to plant a tree was 20 years ago, and the second best time is today, you want to start taking that action, right? So do something to start creating a little bit more of a brand of focus, with the intention of updating that every couple of years.What do you think?Can you have a brand without a brand identity?It becomes difficult, because the brand identity is that that quick symbol, we process visuals, you know, 1000s of times faster? And so yes, I could tell you who I serve? And what I do? And how great you know, my closing is and all that, but are you really going to listen to me for a couple of minutes while I ramble on. But if you see a logo that's using, you know, you mentioned the military example, it's using sharp angles, you know, to show toughness, it's using kind of a camo or dark green or gunmetal color, you're starting to paint a picture, okay, this guy either is of that, or he's focusing on vets, you know, it starts to and that just opens up a whole new brand, right? If I'm dealing with a vet, you know, there's a certain level of expectation that I have working with him. And I'm excited by that, right. And so you really, can't you, I suppose you could, but then you'd have to sit down with everybody and explain yourself instead of just allowing them to visually process it. So if you guys caught what he said,visual imagery is processed through the brain faster than anything else. That means faster than what you hear. It's more imprinted. And this isn't this is just the way that we're wired. I bet you you read the same book, I did look at the power of visual storytelling.I'm looking at it right here. And I so do that it was one of the best books I've ever read, when it just really changed my outlook on so many different things. But what they say in the book, though, is they go back and the way I always understood and this is when it clicked for me was that if you go back to like Egypt in the cave days, what the hell was on the walls, right, just a bunch of hieroglyphics. Those are pictures. And that's how the ancient humans told stories before words were created. So our brains are wired, God made us this way. Like we tell pig, we tell stories, but we intend, and we have stories that we do through pictures. So when you have your logo, like if I just have my logo on this video, I'm constantly branding, branding, branding. Now, let's talk about elements of a logo, because all people are gonna be like, oh, like when I build a logo, I just need to accomplish three things for me, I needed to tell story, I needed to remind people, what the hell you sell to make money. And then I need to reflect your personality into it. As long as I have those three elements, that logo will turn into your most powerful marketing piece you ever do. Because you don't even have to talk about real estate, you just have to show it. Exactly, exactly. And it's going to follow you around on every piece of marketing that you do, right. It's expensive doing direct mail, it's expensive, creating these relationships where maybe somebody sends an email, to introduce you, you want to make sure that it's it's a big deal buying and selling a house, you know, it's a lot of money at stake. It's a lot of trust that we're putting into a realtor, you want to make sure that that you have those opportunities to keep building that trust as you go along. And that's a great place to keep inserting that logo. We did a this morning, I was scripting a video for one of our clients. And he's a VA veteran himself. He's a mortgage broker, but he's in the north. He's like in the Seattle area up there wherever that basis, but so he does a VA buyer bootcamp. Alright, so every 30 days, he does a VA buyer bootcamp, he knows exactly who and his audiences. Well, he's having it at a veteran owned brewery. Okay, guys, so like, you have to make sure in all of his videos, there's an American flag in the back. Right? Right. So it's, it's it's what can you own that be proud of it and fill out those additional ways you can insert it, that's a great example. You could have chosen any venue to have this. Instead, he's further pushing this idea. We support that. Yeah. And that's what people are going to remember. You know, there's so many examples that you know, I could give you guys and but you have to really be willing to do it.I always tellpeople especially with comes on video. I don't believe you can be successful on video without first identifying your brand because what the fuck are you gonna talk about? Right? You're gonna run out shit to say I can only talk about real estate for so long. Like I'm telling I'm gonna talk about dude want to buy or sell real estate? Fuck no, no one's gonna listen to that guys, it doesn't work that way you got to, you have to stay in communication with people because once you have your brand identity, how you build your brand, at least with your database, it's your consistent communication to the same audience over time. It's very simple. If you stop talking to them, they're gonna cheat on you as another real estate agent. It happens every day go on Facebook right now there's about 4 million Realtors crying because they just logged on and someone named cousin believer and Sue just got a referral from a family member that forgot their real estate. Right? That's that you don't you know what the only reason that ever happens to by the way is because blood is thicker. Or blood is was a blood is thicker than relationships Trump All right blood is what the hell's the saying? I can't think now I'm struggling with it. You know, I'm talking about right I do my tongue. But yeah, guys, I mean, there's so many different things you can be doing. But you have to be willing to do them. A lot of people to I see are like veryhesitant to express themselves and really niche down. Sure. And I always tell them and answer that question. Real simple. I go, if you believe you're the right person for the job, it becomes your obligation to scream it from the rooftops? If not, you're not the right person for the job. Right? When I think this is that hard look, right, that you mentioned with, I forgot the person's name, but you know, creating this Johnny's house charity, and then she has a story, right, she has something impacted. You've mentioned the vet use of it. You know, some of these might not be as obvious we might not be event we might not have lost somebody to cancer. So we've got to start thinking about what's our own either struggle, or what are we passionate about? Right? Did we come out of debt quickly? Right out of the gate? Did we have massive debt and brought that back under control? These are? These are hero type stories, right? I think too often, you know, we want to be the hero in the story. And instead, we want to be the guide. Right? So we want to guide somebody else who and make them the hero, right? Champion them. And so we have to understand what are we good at? Who are we good at talking to? You know, what's kind of our, our, you know, superpower is too strong of a word, but what just comes natural to us, you know, to be able to communicate, and that's probably a very specific audience. What do you do on the weekends, that's your brand.You know, if you're out there, and if you're if you're, if you're not proud of it, start doing something that's more exciting, right? If you're not proud of it, you're just a miserable human being. I mean, that sucks. Don't overthink it. It's much easier than you guys think. But I telling you like this whole real estate agent business is getting shaken up to the ground. And the only way you're going to compete against the dollars being thrown against your profession is through personal brand and relationship with the people you already know like and trust. Right? You're not going to outspend them and lead generation guys, tell me I'm telling you the conversation revenue back end with some of these funds, you will never outspend them on lead generation, there's billions and trillions of dollars being poured into the market to take real estate agents out of the equation. And the only way you're going to fight back I swear to God is going to be through your personal brand. Well look at look at every industry, look at how you can sell something on Shopify, and compete with Walmart, right in Amazon, where it's much more convenient. It's cheaper, it's guaranteed. You're only able to do that because of this brand. Right? And it doesn't like you said I'd like to keep focused on Don't overthink it. Look, I've got two kids. You know, a lot of my weekend is taken up with taking care of the kids, right and making sure that they're successful, that can be part of the brand too. You don't always have to be rock climbing, whitewater rafting and elk hunting like we were talking about right before the right and so but if you're doing those things as well, that can certainly help and start start seeking those out. Yep. I like it, man. What, oh, I think we sort of covered a lot of this stuff here. And it actually gets a lot of time. You know, it's really one of these. It's one of these tactics that you have to really sit down and start thinking, Okay, who do I want to focus on? You know, how can I start inserting this brand through a visual way? This is why it helps starting with a logo, or refreshing your current logo because it gives you that foundation, it says okay, here's my my colors, here's my font. Here's my style, and now I can give that to somebody and start inserting that in other parts of my marketing. And it should be something you come back to you should come back to this regularly. Okay, did I make a mistake? Do I not like this market? Is the market too big or too small? Do I am I not strong enough in this area? Should I rebrand or refresh? No problem with doing that you don't have to like start this and commit to it for 10 years. It's a process and what you what you can do if you've been doing this for if you sold at least 10 houses in the last 12 months just average your clients that's your brand. Yeah, right. Well, you're gonna know we had a we had a client she's been we've been creating content for her for like 18 months and she's finally figured out what her brand is and she's realized that she's attracting young black entrepreneurial people love it own and yeah, we're going all in on and now we're gonna have a whole brand series just going through it and you can take it one step further by owning that market, right? You're not doing that for the nation.It's for one area Chicago, you know, the riches are in the niches she'll she'll go further because there's not a shortage of people to sell houses to last time I looked over live somewhere unless you're a bum. Right? Absolutely. So, folks, this is a really, really good stuff. Jason wants to go ahead and tell them how they can reach you more about crowdspring. And then we could get this thing wrapped. Absolutely. So if you go to crowdspring.com, you can see we've got, we publish our pricing, it's actually a fun process, you get to see dozens of designs for your brand submitted, pick the one that you like, and unlimited iterations to move that forward, 100% money back guarantee. And if you want to get your brand reviewed, we do free brand reviews, where we actually give you a 10 page custom report to break down different areas of your brand that we think are either strong or could use some improvement. And we're happy to provide that to us. If you go to crowdspring.com and reach out to support on there. We'll send you your customer customer review. Cool thank you and thank you guys for listening to other episode real estate marketing dude podcast. You guys know where to find me real estate marketing do.com Real Estate American radio.com Need help with video you need to get a new logo. You just need to start making some noise. That's what we're good at. Let me use my brain and I'll put you on the map so people stop cheating on you with other real estate agents. It's never fun. Thanks for watching. Subscribe, follow us on social we'll see you guys next week. Bye.Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we're going to talk about attraction. How about 4500 leads just through Tik Tok? the person who created that is on the other end of this podcast. And he's not even in the United States of America. This is the power of content creation and done consistently.Our guest today, Rob Roper, is also known as the Aussie Mortgage Guy. He teaches financial education to anyone willing to learn and has over 300,000 followers on Tik Tok. Three Things You’ll Learn in This EpisodeHow do we deal with the market shift?How to stay ahead of the market.Make sure you aren't missing out on clients.ResourcesCheck Out His Tik Tok pageReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome to their episode of the real estate marketing dude podcast. What we're doing here today, folks is we're going to talk about attraction. How about this 4500 leads organically simply just through tick tock, the person who created that is on the other end of this podcast. And he's not even in the United States of America. This is the power of content creation and done consistently, those of you listening to the show, I've been doing this for six years now. And because of that, I get to be guests from all over the world just like this dude. He is a listener on the podcast, he's implemented a lot of the content that we talked about here amongst other podcasts that he listens to. And that's how we met. If I don't have a podcast, we don't have this conversation. But a podcast is just a form of media no differently than creating content on Tiktok is creating videos consistently. Any and all the above. And if you're not in the business of content creation, you are going to be out of business, I promise you. That's what's happening. And maybe not in Brisbane, Australia, where this guy's from, but at least here in the States. 100%. So without further ado, let's go ahead and introduce our guest, Rob roper. Hello, mate.Well done on the Aussie accent buddy. That was perfect.Thanks for having me on the show, Mike. Yes, sir. Why don't you tell everyone a little bit about where you're at? Where you're from? Yeah, a lot of questions for you. Yeah, so I am a started off as a mortgage broker down in Perth, in Western Australia. And it became very clear to me when I started out as a broker and I was new new to the mortgage broking industry back in May or May or June of 2021. It became very clear to me that the pressure point for a lot of businesses but brokers and real estate agents, in particular, is that how are you going to find your customers and so I went on a bit of a social media journey. And Tik Tok was the platform that I decided I could reach the most virality on. So that's where I put all my energy into. And then yeah, that's where I am today. 45 leads down the track, which is converted to a very, very successful business. 4500 leads. Yeah, yeah. Yeah. 4500 leaves 4500 leads and your mortgage broken. You just started what? 2021?Yeah, yeah. music industry. So. So I was licensed in May. And then I started producing content in June. So fresh off the bat. And my background is actually in education. So I've been a high school teacher for 10 years. And then during that time, also ran my own tutoring business where I have 15 staff that provide tutoring services from grades one all the way through to grade 12. So I had experience in business and marketing. But yes, new to industry in terms of the mortgage broking world back in 2021. So your teacher you like to teach, I'm guessing what was the content strategy? Most people are like, What the hell do I create? How did you figure it out? What did you end up doing? Well, the very first piece of content I posted, crashed and burned. So that took a nice and nice hit and you didn't, you didn't quit? Why didn't you?Well, I quit for a couple of days, I have to admit, a couple of days, I thought that maybe this is maybe this isn't for me. And then I thought you can't just end on one post. Come on, give it another go. So I thought what are the students in my classroom? What do they often say to me when they reflect on an engaging lesson? And really, it just comes down to? Did they walk away from that little 15 minute block? And did they take away knowledge? And can they remember it? And then I thought, What am I doing? I just need to teach in front of the camera? Yeah, so I set up that I set up the camera in front of the whiteboard in my tutoring center. And I just started teaching for 60 seconds about how in Australia, a credit card limit can negatively impact how much the bank will let you borrow for a home loan. So I just shared that information, did it in a digestible way on the whiteboard. And it was it was so bad that I was unaware of how to how to use the TIC tock app at the time. And so you know, the video ended mid sentence like I didn't even wrap the video up well, and it went on to get 70,000 views or something like that over the next couple of days. And then I thought geez, if that's gonna get 70,000 views, maybe I'm onto something here and then that was a little spark which ignited the 60 day challenge that I went on, which was to try and post one piece of content for 60 days. And that's what you did and then all sudden, it just took off and you're like what am I doing what's going on and you're just go along for the ride yet. Exactly.There was a mortgage broker over in Canada, named Enrique. And he had, I think he had 14,000 followers on Tiktok, which was, you know, which was impressive. And so without him knowing he became my, he became my target my challenge, right. And over 60 days, I thought, if I can get to his kind of follower level, it's really proof that maybe I can build out a successful business on this platform. And I think it took me 45 to 50 days, it was around that point, and I got to the 14,000. And then after that, it kind of just, it just kept going. So it probably took six months to get to around 30,000 followers. And then it took another six months to get from 30,000 to 300,000.You're doing this quite a bit. So I'm imagining thatyou sort of have an idea. Are you saying that after six months of consistency, that's when most people see results?Well, big results? I mean, big, big reason. Yeah, yeah. Yeah. Well, look, I think it was within the first week. It was the first six days that I got to 900 followers. And the reason why I remember that is it's the first point that I received a lead. So somebody actually sent through and said, you know, can you help me? Can you answer my questions, which ended up just like a back and forward direct message exchange, but that that lead actually turned into a conversion. So that drew down, I think it was three months later, you know, by the time we went through the process and sorted the loan out and everything. But for me in terms of when the business became viable and Tiktok, it was a weekend because that's when I got first lead that turned into businessat at the six month point I was having to so when I had 30,000 followers, I was having to say no, I had to turn away 95% of the leads that were coming in, because I just I couldn't manage that volume. And it was at that point that I then went, Well, maybe, maybe I've unlocked a little a little a little secret here. And and maybe I figured out that communicating to people on Tik Tok is kind of my, my super skill. So why not continue to do that double down on that? Find some of the best mortgage brokers in Australia because remember, I was only six months new to the industry at that point. You know what you're doing? You're on let's stop right here. Let's stop right there. I just got off the call with somebody.And a lot of people like are hesitant when they come to do on get on video, they're like, well, people are going to trust me. Are they really going to believe me? I've only haven't done a deal yet. Listen, if you want to build your authority, the first thing you do is get on video. This is the exact example I just gave you or 25 minutes ago. I said, Look, I'm not a chef. But if I want you to think I was I would shoot seven videos in Sunland to you each day, by the time that you'd be asking me for my recipe. Exactly, exactly. He's amazing. That's the power of authority and positioning the fact that I think it's all psychological. But I think that when people see you on video, because most people are scared shitless to get on it themselves are like, Well, fuck, this guy's got balls. And I respect that. And he must know what he's doing.Yeah, yeah, it is. It is amazing. That was one of the things that blew my mind was how quickly I became perceived as an expert. And sort of Yes, I was, you know, and yes, I was learning I was I was learning all of these new concepts. And, and when you throw yourself into the public eye like that, it actually does increase your accountability, right? And it does make you go, if I am going to talk about this stuff, I need to know what I'm saying. So that was great for that six months journey. But yeah, it was at that point that I was then like, I'm gonna have to find some brokers all over Australia that can deal with this volume. And that's when I reached out to them, and started creating this trusted finance network. And so now what I primarily do is I get the lead ID and then I transfer that lead out to a mortgage broker that specializes in what that customer is looking for based on their financial information.Theone who controls the leads, controls everything. And when you have a faucet, you can turn on turn off, you have a lot of leverage. And I want you guys to think about that. Like if you still believe you're a salesperson chasing a Chuck, I think you're gonna be the fuck out of this business very soon. Excuse My French but I need to hammer the point down here. And nobody cares about you. You're not that fucking important guys. I'm sorry. But no one knows what you do for a living. We don't remember what you do for a living. It is not your their job to remember you have to get out there and constantly let them know what you do for a living. And if people like you trust me, the business will show up. Everyone lives somewhere. So it's not a matter of time until they're gonna buy a house. Or if they're gonna buy a house. It's a matter of time until they do. And 10 to 15% of our net works at sea as tick tock videos will 10 to 50% of people sell those views. They're moving this year.Yeah, yeah, it's a numbers game. It's math. Walk me through your content streamEnergy. Because people struggle Yeah, all the time. You got your, you wanted to educate your teacher, I think that's extremely important. People don't remember what you do or what you're talking about in video, they remember how you're doing it. And the fact that he put himself in his own environment in front of a whiteboard, being a teacher is probably where he became authentic. So, and that has a big deal to do with how you create content. So I want to give you a couple examples on that. It's not the what you create. It's not how you're doing it that people remember and pay attention to. And if you start doing it awkward, well, you don't get paid attention to. So you have to really find out your content strategy. It's extremely important. We have people that are going to gym, their gym, they're out there, like straight arrow, they don't drink, they're just they own gyms, and they pay their mortgage brokers. So all their contents done in the gym. He's always he's always talking about as a healthy investment. Right? There's a way that you can communicate, to dial in your brand, you guys. I'm a dude and allows me to swear on my show, but it's just really who I am. At the end of the day. People don't remember my boss, Mike Cuevas shows up at 530 When I get home for my kids, from nine until five, I'm the real estate marketing dude. And I speak with my brand, guys. So you have to realize you have a brand. Okay? If you're running a business, you have a brand or you don't have a business.That's That's exactly right. My I am Rob ropac shows up. You know, when I go to the high school, still, Rob Roper shows up when I go home. But Rob Lowe, the Ozzie mortgage guy is the guy who shows up on Tik Tok. And he's the one that you want to have a beer with down at the pub and ask a couple of questions about how to buy a home. And, and being able to create that persona and understandthat that's who I am on this platform is one of the really big drivers to why they feel like they can trust me, and why they feel like that rapport is there. So that was I'm glad you touched on that mark, because that was the first strategy is you need to build out your persona. And you need to understand who your target market is. And, you know, I think that I think another really good important point is to is to make your persona authentic. If you just create a completely fake person, you're never going to be able to hold it, you know, consistently do it, you need to make sure that that fake person is actually just a dial up of a particular part of your personality. And then you can create it with an authentic mindset. So yeah, well said. But once you've got that persona, it's then about Well, well, what strategies can I put in place within that 62nd video, in order to try and push it out to as many eyes as possible. And to start with, I had no idea what I was doing. But over the last 12 months, I've developed some really clear strategies to and it doesn't work every time, you're still gonna have videos that crash and burn. But it increases the likelihood that more people are going to see it and more people are going to engage with it. And then it's going to get those leads, and then convert them into customers down the track. People always ask what's the road? What's the secret? Yes, yeah. Consistency, like there's no secret. Some videos are gonna suck, and you're gonna get turned off. You're gonna get some haters on some video. How many times have you gotten haters on some of your tech talks, and then be like, you're just like, Fuck off, dude, go pound sand who gives a shit? And people get deterred by that. But when you get your first hater, you got to take that as a badge of honor. Because if people are watching your stuff, you're not God. You're not meant to resonate with everybody. And I believe that the more people you turn off, the more dialed your branding strategy. Yes. Yeah, exactly. And the other thing too, is, you know, the most frustrating thing as a content creator with 320,000 followers, is that you can post a video that gets 100 views, but it's actually the most beautiful thing because it means that when somebody has zero followers, they can post a video that gets 500,000 views. And for me, I prefer to be on a social media platform that can have that type of virality rather than being stuck on a Facebook or an Instagram platform where my engagement stats are representative of my follower size because I feel like you can just plateau very easily. There's a ton of people talk talk to him about how important it is to like know the platform and beyond it like I just started tick tock because I'm not on tick tock, but I'm not gonna go on tick tock until I engage and start working on tick tock and I'm going through the process myself, I'm late to the game on tick tock, but I've been busy and have trans and until I was able to go all in and commit to it. Now I'm there and I just started getting pretty consistent on it. So I want you to coach me a little bit here. Show I want you to walk me through because I think a lot of people are going to be in this position. If you're not on tick tock and you don't watch reels then don't make sure it's part of your video strategy period. So if you're not going to create short form video, then don't be on Tik Tok. Or if you're not on tick tock don't try to be because it has to be shit you're already doing. If you're on Facebook, you build your content strategy for Facebook. If you're on Instagram, you build your strategy for Facebook, but the only content strategy or platform that works is the one you use. So you have to you have to know it. It's not so many people. Oh my my real estate coach told me to go out and get a tick tock account. I have this question every fucking day on average calls it hey, I got this tick tock account. Yeah, I just I was told I could just post untilTalking all sudden I'm gonna get 4500 leads, it doesn't work that way. It does not work that way you guys, you have to commit to the platform if you want it to commit to you. So walk us through the importance of that. And through your content strategy. Yeah, look, that's exactly right. So persistence on that is the key. But one of the things that I did at the very start was I had my personal tic tock account, which I had been using for at least six months. So I was consuming and I understood the nuances to the trends. But what I did was I created another account. So a second account, that wasn't my business account. And it wasn't my personal account. And I pretended to be a first time homebuyer which I am not anymore. You know, I've bought multiple properties in my property journey. And I forget what it's like to be a first time homebuyer, so I spent a good month, just trying to engage in content that they might like stuff that's based on like aesthetics, and home decor and that type of content that I thought that they would be into. And once I kind of understood what the videos looked like that they might find interesting, it gave me a better direction in terms of what I could create, that was engaging. So that was one of the first strategies I put in place while I was getting my broking license before I even started creating content. So that was the preparation. But then once I started creating content, I quickly found out that the educational style videos I was producing, gave value to my audience. And that was one of the key things because if they get value, they then want to give it back to you by becoming your customer down the track. But it didn't show the part of my personality that was engaging and, and memorable. Right? Yeah, value is great. But you've got to then come up, come up with content that is either entertaining, or inspiring. And those two types of pieces of content. They're the ones that show your personality. So you want to make sure that your personality is present, because that's how you become memorable. I'm honest, tick tock account right here. And I'm looking at his thing and and he's known as the Aussie mortgage guy, right. And the Aussie mortgage guy that's personality, it just says he's a guy. It gives me the incentive. He's sort of laid back. But the Aussie thing is really tied into, I think, his audience, but he's posting his content in Australia. I was saying that if you posted the Aussie mortgage guy in the States, because people love the Australian accent so much, they will fucking crush it.Oh, that's interesting. Yeah, yeah. Well, I mean, you know, of my 320,000 followers, I think it was the last time I checked was 36% of them were from the States. So it's, there's definitely, yeah, there's definitely people that consume my content over there. And because some of the content I produce is really specific to mortgages within Australia, but then some of the content I produce is just about saving and different savings strategies you can put in place to reach your savings goal. And that type of general global content is what I find people in America are eating up on my channel, and I quite often get somebody going, Oh, I didn't realize that you could do that with a home loan. And and I say, Oh, actually, I don't think this relates to, you know, Virginia, or wherever, wherever it is that I can tell you from. So yeah, good. That's a good strategy, though. I didn't think about the the whole of the pot in my headline and how that relates to Americans. Yeah, cuz you're in the weeds.Alright, so I'm looking at some of your content on here. And like, everyone, overthinks a lot of this stuff, tell me what type of videos I see you're doing some react stuff? I see you doing just some like you're just answering questions like is that your strategy? You'll be you asked you ask a question and you just answer it, it can it really be that simple. It really can be that simple. And to start with, you have to, you know, really, there aren't too many people who just start out as mortgage brokers and start a tick tock page and become an expert within a couple of weeks, you know, that doesn't generally happen. Usually, you've been a real estate agent, or you've been a mortgage broker, you've been that for a long period of time. And then you're like, I want to start a social media channel. So you should already have a very big bank of all of these types of questions that your customers are asking throughout their journey, their customer journey with you, those questions should be what informs your content at the very start. And so for me, now, once you get the ball rolling, the snowball effect, you know, as you get bigger and bigger and bigger and bigger, you know, I think I wrote this down just before I came on the show, but in the last 28 days, I've had 3512 comments. So you know, there's a lot of questions in those comments. And those questions help inform the type of content that I create that's specific to what my audience wants to know. So I'm answering questions, I'm finding other engaging pieces of content might be real estate walkthroughs. And that might be a home's up in America even. But it might be really aesthetically pleasing. Or it might be something that's interesting about that home or it might be that a real estate agent is showing the value of a home. All then Jouett that video as they're doing the walkthrough, and I say it's a $1.5 million home, and then I'll show that on a 3.5% per annum interest rate. This is what the repayments would look like. You could also go to a site called answer the public.com which you'll just type inLike your subject, and they'll give you a million different questions. And you're right, like watch those content, like watch the questions that they're gonna tell you what to create. But once you know what what content you want to create, it's just a matter of researching what people ask around. And so when you say this is content marketing, you guys now are you just doing Tik Tok? Are you repurposing any of this content? Are you taking these two reels? What are you doing with that? And are you just solely on tick tock? So I would say 95% of my time is spent solely on tick tock. But what I am doing is just repurposing so re downloading the same piece of tick tock content, really downloading it, so it doesn't have a watermark on it, and then reposting it to an Instagram page. But that Instagram page is probably running it. I think it was 3800 followers. The last time I checked, I checked. So the the engagement on that is is nowhere near that Tiktok what's the right cadence? I know you're posting consistently I'm assuming you're doing every day. But what's the importance of using hashtags, hashtags, and the tax and the lead end of the tax you write into it? You are limited some characters correct? Yeah, it used to be six months ago, it used to be a lot more limited. So they've actually increase the caption substantially. So much so that now when I write a caption, you know, sometimes I put in 15 hashtags, and I've never reached the limit. So that's not a worry anymore. The the text, I don't think is at the bottom, I don't think is that important, I usually try and embed a call to action within that text. But it's my secondary call to action, because I always have a call to action as a sticker within my video, so it's actually plastered on the video separate from the caption. But within the caption, I do definitely put in all of the hashtags. And I make the hashtags specific to my niche. That's really important because with tick tock now becoming one of the most you know, it's, it's, it's getting up there with Google in terms of being used as a search engine, you want to make sure that you're using those hashtags, so that when someone types in mortgage, or someone types in real estate, or your city, that you're one of the ones that come up there, and you will come up there based on how often your videos use those hashtags. Are you saving the same hashtags for each one? Or what's the hashtag strategy? I know a lot of people I don't know the answer to this either. So I'm curious. What how many should you put in there? And then are you always using the same ones? Or do you switch it up? Because the subject matter on in your case is probably like, you know, it's mortgage questions as finance, finance smart. Right? So yeah, let's see. Do you have consistent ones you use over and over? And what's the strategy behind that? Yeah, yeah, so I use probably, like eight or nine or 10 consistent ones every single time. And then I probably add in three or four, which are specific to how that piece of content has changed. For example, if it's a first time homebuyer, I'm trying to hit I'll put in there rent free and budget, there'll be two that I'll add, right? Because that's what they're trying to do. But if I'm looking, if I do a one that's focused on a property investor, maybe first time mom and dad investor, then I'll put invest investing, you know, wealth generation, something like that, or even potentially retirement because some of these people are in their 40s in their 50s. And they're thinking of having that little golden egg for when they retire.I like it.I think it's really good. I think it's, I'm trying to think what other questions I didn't ask you yet. How about the actual text? And how important is that, like, you know, on Facebook, you get old, the old or the AI is so smart. You're gonna read this, if you listen to the Guru's guys, if you hire a bunch of coaches, and it's true, this actually I didn't believe it until I started doing it. But Facebook so smart that their algorithms so smart that they'll read the text in your text, and it's very important what you write in to the text of the post, because, yeah, and same thing, it's, it'll put it in for the right people. So yeah, the question is, what's the importance of that? Are you embedding keywords within the text that are also hashtags? Is there like a strategy there? Or are you just taking the subject and how smart is this thing? So I think what you're trying to do on tick tock, and this is the mentality, for your listeners who are just starting out, it's the mentality, you want your percentage of the video watched to be as high as possible across a as many people as possible, right? You want that percentage to be high. So if somebody wants watches, seven seconds out of seven seconds, that's 100%. If they watch 14 seconds out of seven seconds, it means they've watched it twice. And that's 200%. You know, realistically, it'd be great if we could have 400%. Yeah, they've watched it four times, that would be the goal. Right? So how can you do something on screen that forces that rewatch? Well, for me, one strategy I've used is, let's say I'm going for a walk with my wife and I come across maybe a landscape or something that's kind of interesting. I'll quickly whip out my phone, and I'll take a video for seven seconds, doesn't relate to homes. It doesn't relate to mortgages, it relates to nothing. But then I'm going to overlay a substantial amount of text over the top of that video, so much so that it's probably going to take them at least 16 to 20seconds to read all of the text. And as long as that text is Super Value specific, it's going to force that push out, right. And then and then all of a sudden, it's 200 300%, it's going to push it out to more and more people. And what you can even do, if you find a trending audio, you cut that seven second piece of video down to four seconds, find a trending audio, that's, that's being pushed out on the tick tock algorithm, which you can do by there's a search function in the playlist there, you can search for trending audio, cut the trending audio down to four seconds, overlay it. So now it takes 20 seconds, it's at 500% watch time, I've done some of that. And it's pushed it out to 400 500 600,000 people, that's a great way to get found if you're starting a channel, right, right, because you're just I want to I want you guys to unpack what he just said there. He's, he's not using like, he might put a picture everybody's just using, you're doing a seven second video, essentially, yeah, with text. So it takes them at least seven seconds to read the text. Right. So that means the retention is there. And then algorithm just says if you get good the 100% retention or 200% retention,that the video is gonna get you into more people. So that makes a whole lot of sense. What do you like? Now, let's do the flip side of that, because this gets very pointed. What do you think, though, if, if you're doing a 92nd video, do those typically not perform as well, because of that? They were no. You see, they still can so they still can now if you do a four second or five second seven second video, tick tock in order to push it out on the algorithm is gonna want to see a lot of that video watched. Right? It understand it's only seven seconds. So when you create a 92nd piece, they want people to get to at least the 50% mark. So there's different thresholds in order for them to push that out. Now, tick tock doesn't want to just on there for you page, they only putting seven second videos, nobody would engage in that in the platform, but also want to experience these longer posts. So I've had some longer ones that go for 60 seconds. Usually, I kept my videos at 60 seconds, and then a couple that have gone for three minutes that have reached 500,000. But really, I kept them at 60 seconds, because if you can't say in 60 seconds, it's probably not worth saying. Right? So in 60 seconds, and and you know, I've had a couple of those reach 1.11 point 5 million views. One of them in particular, I've actually pinned it to the top of my tic tock page. It's just a little bit of a skip me going back and forward with an imaginary homebuyer. So I pretend to be a homebuyer and then they're talking to the bank. And I usually do a skit where the bank is unable to help them because they only have their products. So obviously speech speak to a mortgage broker because you know, they can find you any product across any bank.You know, from that 92,000 likes, I think from that one piece of content I got like 250 leads. That's great.Yeah, that is unbelievable, guys.So same eight to nine hashtags. Describe the video. Yeah. Is it better to have a I know, I think I know your answer to this. But I have a question for you is what is your hook at the beginning the video? Yeah, you probably have a formula for it because you got to tease this, like 75% of people regardless of I don't know the stats on Tik Tok, but I know whatever video they watched, they decided they're gonna watch it in the first seven seconds 75% of people. So you could use that hook if that hooks not there for that attention. Word it like you're gonna set yourself up for disaster. So what's your cadence? What's your formula behind that? Yeah, so the formula for any video but in particular those educational videos is three words hook problems solution that should be your goal whenever you go into a piece to hook problem solution. So to start off with the hook, you want to like you said realistically you want to try and hook them within three seconds that that should be the goal on tick tock is three second hook but a lot of my hooks do lasts between five and six seconds on a on a 62nd video. But when I'm whenever I'm delivering the hook there's also the sticker across the top, which in text also outlines the hook and generally what I find it takes me five or six seconds to describe the hook. They've read it within three seconds above me anyway so that's how to get them within the three seconds. So to make sure it's sticking in text above you as well as while you're saying it but this was the little strategy with the hook that unlocked it is speak specifically to one person quite often people are like hey guys on tick tock or Hello everyone or hey, you know, homebuyers know you want to speak you know, if you are x you know, or if you if you and your partner are earning $150,000 per year and you want to buy a first home This one's for you. specific year if your PCs seen if your PCs and looking to buy your first house, pay close attention. Yeah, you're buying your first house and wondering how much it cost because it's everything you need to know. Yeah, exactly right. Now, one step further on that one step further. And this was another one that I that I had, that I have found as unlocked even more audience is rather thanIf it's for you ask if you know anyone in that position. Do you know someone who's looking for that? Do you know someone who's looking to buy their first time? Because if they know someone, and it's themselves, Well, yeah, of course, they know someone, it's them, right. But the luck we've had they have a brother or a sister or a friend, a mom or a dad, who's in that home buying journey means that when you put a call to action within the first, you know, 10 seconds of the video that says, share this video with someone, or share this video with that person, share this video with the person that you're saving with to buy a home, and you have an arrow explicitly pointing down to the part on the TIC tock app where they share it, it's going to increase that likelihood because the TIC tock algorithm is looking at the number of likes, the number of shares the number of saves to favorites, the amount of comments how many times somebody tapped the screen to pause the video, what percentage of the video they watched. So if within that first 10 seconds on a 62nd video, you can get a share a pause on the screen, you know, and somebody's continuing to watch the video and they might have even liked it during that time as well. Boom, you're 80% of the way there. So good, dude, that is like freaking golden. Let me just repeat that. Gino? Somebody's trying to buy a house without any money out of pocket.Yeah, perfect. If so make sure you share this video with them. But here's how it works. Yeah, yeah, exactly. I mean, how long did that take you? What five seconds, five seconds, you got the call to action, you you tied in the call to action? First, you almost you increase the engagement by doing that, and yeah, well done. Very good. And, and don't don't be afraid to do a second call to action later in the in the video. So once you've presented that hook, we're then gonna go into the problem, right? Now you want to highlight a problem that that person you're speaking to has a high likelihood of experiencing. So for me as a mortgage broker, quite often, it's that people's lifestyle, how much they're spending per month coupled with, you know, the amounts they're paying on their personal loans is too high comparatively to their income, which decreases their borrowing power. So I'm going to paint a picture. And quite often what I do is I represent that picture being painted by my avatar client and his name is bad, right? So bad that often is in a situation where it's not quite good enough. So that's the problem, right? Limited borrowing power. The solution is that I give them some actionable strategies to put in place. For example, if you decrease your living expenses per month by this much, this is how much your borrowing power will increase. So that's a solution that they can then take away, there's the value add, they go, Yes, I can put this practice, I can put this into practice in real life. And then the call to action at the end is thathead through to the link in my profile to be connected with one of my mortgage brokers who can support you through this process completely free of charge. Right. So the idea is you call me up, we'll put this strategy in place for you. We'll figure out specific to your income because you're not Beza you don't earn 150 grand a year, you might earn 135 grand a year, right? specific to your situation, we'll figure out what is the best plan for you. And so putting in that second call to action at the end is actually the driver towards my profile, which is then going to get to push them down that funnel actually hit the submit button, turn those followers into leads and then those leads actually into customers.Love it, love it. Alright guys, let's get this wrapped up tons of content here. We're just over a half hour mark, but I think you've answered every question I have. I'd like you to go ahead and tell everyone how they can reach you. How can they learn more Tom, your handle and all the above and we'll get this wrapped? Yeah, awesome, mate. So look up, you can reach me on Tik Tok. It's at trusted dot finance. And what I've actually just created over the last couple of months is a tick tock masterclass. So it's showing people in the real estate industry in the mortgage broking industry, specifically how to build their presence, their brand awareness on tick tock, how to build your following, convert those following into convert those followers into leads, and then those leads actually into customers. So it's an online tic tock masterclass, that's separated into six chapters, there's 64 modules, and all modules are delivered by myself. So they're all They're all video modules. None of it's in a PDF, you know, written format that you got to sit there and read for seven hours by yourself. It's all delivered by me. And it's separated. It's drip fed to students over 25 days. And there's a, there's a very important reason for that each chapter is separated by a five day gap because I give you tasks to complete on your Tiktok page that is designed to actually build your following and gain those customers. Yeah, that's, that's how it works. I'm really excited to be rolling it out worldwide. I'll make you a deal. I'll take your course for the next 60 to 90 days. And you could do a live case study on me for somebody that totally understands video understands content creation that will stay consistent. Yeah, I'll go through your course. We'll do another podcast and 90 days from the time I startBuy, or buy time I complete it. And then we'll do another case study. And then we'll go right through here and show you guys exactly what we what happened. And we'll give you the exact results. I'll create a case study of every single page. And then we can use this as a case study. And then I want to go through this, I want to see how this works. And then when we get done with that will tell you guys what the results were and all of that. And then maybe we can get Rob here to put together a special promo for you guys. And then maybe you guys can follow the same thing, but I'm going to do it with you. So if you're open to that, I would be open for the challenge. And I'll take it, I will document it every day. And then we'll do another podcast and three months from now, it will create a real life case study on the journey of real estate marketing to just starting tick tock, because it's not my platform. I'm no expert at it. And I'm figuring it out too. So I'll follow your exact guidelines. And we'll do it and then we'll report our results right here. You don't for that. That's all down for a man. Absolutely. I launched the course last week, and one of my students who just completed the second chapter, his name's Patrick, he produced his first piece of content on Monday, and I woke up because he's in Canada, I woke up to a message on Tik Tok in the morning. He said, I can't believe it. It's at 5000 views, I never thought that I would get to the point on my first post. He actually did some posts back in February on his personal account that kind of set it you know, 100 views, 200 views. So he sent me a message saying it's at 5000 views. 24 hours later, it's at 140,000 views, and over 2000 likes, and he just simply applied all of that cook problem solution, that educational style format that we discussed on the podcast, like it. Very good, dude. Very well done. Alright, folks, thank you for listening to another episode of real estate marketing. Dude, folks, if you don't want to do this content on your own, we can edit your scripts, your shorts for you, we do as many as you want per month, we actually shoot them all within an hour with you each and every month, and then you will distribute them. So I don't want you to use this as an excuse for not getting involved in a short form content. We could do it all for you. And that's another service that we do at real estate marketing dude. So if you need someone to help kick you in the ass and get you going and just handle the content creation part of it because the thought of turning on your video camera makes you like really jerky. Well, that's what a real estate marketing dude is for. As long as you're willing to commit I'm willing to take you on. But you have to commit otherwise, I don't want to talk to you. So you can visit us at real estate marketing do.com Real Estate markets.com Thank you for listening to our show podcast. Keep the words up, spread this episode, connect with us on all our social channels and now my Tik Tok channel. So if you want to see what I'm doing, tick tock, go ahead and do it. I am starting there. I don't know what I'm doing. But I'm just gonna create a lot of content I know to work. So that's it. Appreciate you guys. We'll see you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with the dude and get you rolling into your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Holy shift, what the hell is going on? A lot people are hurting right now in the industry, but this isn't as bad as you think. Market shifts can be a blessing in disguise, especially if you are willing to adapt.Phil Duke Jr started as a realtor but took a break during the 2008 market crash. In 2015, he jumped right back in and started his own company a few years later.Three Things You’ll Learn in This EpisodeHow do we deal with the market shift?How to stay ahead of the market.Make sure you aren't missing out on clients.ResourcesCheck Out His WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome another episode of the real estate marketing dude powered curse, holy shift, what the hell is going on? We got a lot to chat about today. And, you know, we're seeing it. I mean, I'm seeing it in every aspect a lot. So, in the mortgage side, I know a lot of the mortgage brokers are hurting right now, things have gotten a lot slower. Not as bad as for real estate agents. But folks, this isn't that bad. In general, if this is your first shift, well, welcome. Welcome to it, take notes and learn a lot because the shifts are sometimes a blessing in disguise. At least they are for the entrepreneurs and the business owners. Because if you've been through one of these before, it's the ones who last and the ones who start doing things differently through a shift are the ones who actually start grabbing market share, building their brands, and those are the ones who actually benefit the most. So if you're hiding beneath a rock right now, because you're worried about expenses, well, you're doing exactly what we want you to do. Keep sitting there, don't come out of that rock, stay in that closet. And we're gonna be very worried you might want to get out of the closet by this conversation. But I wanted to bring on a very well rounded guests that I coincidentally met last week over in the wonderful city of Kansas City. I'm still trying to lose the 10 pounds I gained from the barbecue a couple of days Jesus, but he's pretty well rounded guys. He's broker donor. His office is doing over 100 deals a month. He has a title company or mortgage company. I mean, and he's could see everything he's been here before he's he understands the shift. And if you want to take notes on anything, you're gonna take notes from this guy. So without further ado, let's go ahead and introduce our guests. Mr. Phil. Duke. What's up, dude?Yeah, man, I'm excited about this. Certainly a hot topic in my arena. And hopefully we can share some nuggets that will help some folks through this time because there's really nothing to be afraid about. Soyeah, I agree. Why don't you tell everyone where you're at? Who the hell are you? Give us a quick little brief rundown and I got all kinds of questions for you.Yeah, so Phil do Jr. I'm in Northport, Alabama, most people don't know where that is. But it's west Central Alabama. Tuscaloosa, Alabama is on the other side of the river. From us here. That's where the University of Alabama is. We're pretty good football team for a couple years now. So we're here in a relatively small market. And, you know, I was one of those people that got in the business. At at a time when the market was on fire back in Oh, six, everything was selling. And then oh, 708 happened. And unfortunately, I didn't make it through that shift. And so I ended up joining the military and going back to school. And in 2015, I jumped back in the business as a part time agent and went from a part time agent to a top producing agent to a team leader to a broker owner to now having multiple location multiple states and a mortgage company and a title company. And so you know, a lot of things I learned along the way. And you know, I've been in one of these before, and I didn't make it. So this is certainly something that I'm really looking forward to the challenge. And I know what I need to do this time because I didn't do it the right way the first go around.Yep. Well, I could guarantee you that your military experience discipline and all that has a lot to do with it today. Let's start at the very beginning. Let's tell everyone what you're not going to do right now. Let's start with that, like, what are you not going to do right now what I'm seeing is people are like, pulling back. They're, they're scared they're in? They're not doing anything. And that's part of the problem. I mean,yeah, I think I think one thing I'm definitely not doing is I'm not buying into the hype that we're about to crash and everything's gonna be over with. The reality of it is every single day, there's buyers who are making offers on properties and the sellers are accepting them. And it's going to be that way, no matter how good or how bad it ends up being. And so one thing that I learned, you know, along the way is that the markets always going to be good for somebody, it's been really good for sellers the last couple of years, hasn't really been very good for buyers. But it's either going to be good for sellers or buyers or renters or investors. And so you know, more than ever, you've got to have a well rounded approach. Is it going to be bad for sellers? I mean, I don't think so. If, if you've owned a property for more than two or three years, you're probably sitting at 100 grand or more in equity in your property right now. And several years ago, we used to go out on a listing appointment and just hope that there was enough equity that they could pay us a commission to be able to sell that house. So if if unemployment does go up, and people start moving to areas where cost of living is down, and they need to sell, they've got equity in their houses right now that they didn't have in oh eight and oh nine and 2010. You know, the same buyers that have been complaining about lack of inventory and bidding wars, they're now able to get in houses, yeah, at a higher interest rate. But there's not as much competition out there right now. And then, for us, you know, really gearing up going back into buying rental properties. You know, we really haven't tried going after investors, because it's been tough for investors out there, I think, we're going to have a lot of a lot of accidental investors that may be paid top of market value and bidding wars, and they're going to find themselves transferring to a new city to a new job. And even if they don't want to be a landlord, they're gonna need somebody to manage that rental property. So we're even gearing up to kind of shift that direction too. So. So we're going to pivot, and it's going to be good for somebody, and we're just going to adapt. And we're also going to mark it more as a big thing we've been talking with our agents about, if there's going to be less sales done it make more sense to mark it harder to get a piece of those lesser amount of sales. So you know, those who market and have a clear message and who have a pipeline full of leads and appointments and people to follow up on are gonna win might be more time in the office, you know, prospecting and following up and less time after their own appointments. But if that's what we got to do this, what we got to docrazy that like, a lot of this is a it's a lot of it's like, just shift in mindset. But I've never realized why all the buyers like to buy when everyone's buying because that's usually the worst time to buy in hindsight. But then, and that's just a quick, easy shift, you know, that folks can have and you have to know how to, let's unpack a couple of the things he just mentioned. And these are a couple of really, I think, really good tip just to sort of unpack that because everyone's going to ask the same questions. And they're at getting asked this, Phil, hey, well, I'm just gonna hold off a little bit because, like, holy shit, did you see the fucking news? Like, wouldn't you hold off right now? You know, you can easily reverse the way you answer that question be like, Well, that's exactly why some of the smartest people are actually buying right now. Like, it's weird that everyone wants to buy when everyone else is buying, but when no one buying when no one's buying, that's actually the time you do want to buy because there's gonna be a lot of motivated sellers. So I'm not saying you buy anything, but I'm saying you do buy the right deal. That's a different pitch. People are like, what, huh?Yeah, or, you know, the thing that I would return to that person with is, how do you how do you determine if something is a good deal? Or not? You know, is it a good deal? Because it's been sent on the market for 60 days, and nobody's written an offer? Is it a good deal? Because 10 People wrote an offer within 24 hours? I mean, how do you determine what's really a good deal, and I would also encourage anybody who's in that buying window, whether they're an investor or just, you know, buying something personally, don't you wish you would have bought five years ago with those prices? And I bet we're gonna be saying the same thing five years from today is when the economy is going to continue cranking out, I mean, you know, billions and billions of dollars of stimulus, just, you know, going through through through the house right now, it's gonna be more and more inflation prices are going to continue to go up on everything. So I'd rather get in on it now at today's prices with less competition, then a year from now, two years from now, five years from now. And then understanding also what to do with that money you've got, whether that's, you know, doing a cash out refi to purchase a second property and leverage that property to build wealth. I mean, there's just all kinds of opportunities out there in the market right now, if you know how to play the game.He also said a couple other things, guys, if you got that. Property Management, yeah, there's gonna be some annex accidental downloads and where you're out in the country is going to be a little bit different. In our market, there's been a lot of accidental landlords, if you bought in the last two years, you're already down 20% 13%. But that's normal for a very overinflated market. Much of rich people problems out here, right, Crimea River, everybody. But I want you to hear what he said is that, like, it's true, like, you gotta adapt your services. He's talking about getting a property management company, because if he doesn't do that, what's going to happen is he has a chance to lose touch with the seller of that property with an agent who does and then who's going to get the listing when the time does come, right. So you got to start fishing upstream for that. Back in the crash short sales was our thing. properties don't stop getting transferred. However, the way people transfer them is what changes and if you don't defer enchant your message right now you can miss out on that. Another thing that we have to unpack them all for this market more. I've seen people that's used to spend a lot of money on lead generation like teams like some of these big teams, you see these teams that are just crushing it. Well, I'm like, Dude, you're spending 100 grand a month you better fucking be crushing it on leads on buying leads and opt ins like if you're not fucking crushing it, you spend 100 grand a month like dude, you should be crushing it, you know, I mean, and I'm like, what? I don't get it. But I've also seen those very teams win the shift. happens because the ROI is change on those numbers, folks, you cannot calculate when there's a market shift like this, the one thing you can't calculate is what your lead generation was doing the month prior. And therefore, because those numbers are going to change, just a little blip in consumer sentiment will fuck that up. And you could be a month or two away from losing hundreds of 1000s of dollars. But you said market more. And you're right, I think you if anything in a shift, I do pull back on lead generation stuff, because I don't know what that market or those numbers are doing yet. I can't accurately take an ROI. But the one ROI that is always going to prove to be true is the one that comes from your past clients, friends, family and aunts and uncles. Market more market more get louder when everyone retreats. Talk to me a little bit more about that.Yeah, I mean, so that's a big thing that we've been talking with our agents, you know, our our business model within our brokerage is we don't spend money on leads for our agents. But what we do do is we help them put together a marketing strategy, and they've got to do the work. So this is what it looks like in our company. Tuesday mornings, every other Tuesday morning, we do a 6am. Okay, I didn't say that wrong 6am Video Chat, where we're walking them through what content to create, how to post it as a Facebook ad how to retarget the same people over and over and over. And you know, it only the truly committed show up for that. I mean, it takes a little bit of extra effort for a real estate professional to get up that early in the morning, hop on a video chat. And we just do it for 30 minutes. But they're out there on a weekly basis, creating video content. And we're specifically targeting people in the local area where they work and to their sphere of influence. A lot of people don't know this, but you can take your phone, your contacts list in your phone, you can download that into a spreadsheet, and you can upload that spreadsheet into Facebook Ads Manager, and you can target to people who are already in your phone as contacts. So think about your your sphere of influence whether you got 300 people, 500 people, 1000 people in your phone. And every time they log into Facebook, only those people are seeing your video content over and over and over. And we're not we're not preaching doom and gloom, we're not preaching, you know, date the right marry the house. Yeah, I mean, we're, we're just going to keep plugging forward, it's going to keep being good for somebody. And we're just going to keep that message out there. So, so I think these are things again, you know, it's been, I hate to ever say it's a good thing when the market goes down a little bit. But I have seen a greater separation, even within my group of agents between the ones that really want to make it through this. And the ones who are just going to continue, you know, struggling a little bit, it's really the committed people, I've started rising to the top. And a lot of them their business is better right now than it was six months ago. You know, because they've just stayed committed to it. So I think those are just a couple of ways that we're working on doing it. You know, video CMAs still our number one way of generating listing appointments, we just created a really simple video with little screenshare video, where we like pull up the tax records. And hey, Mike, Phil here with first class real estate, looks like you bought your house for 150 back in 2018. And, and I just want to show you the last three houses that sold in your neighborhood. And here's one for 240. And here's one for 250. And here's one for 260. And then you're probably not looking to sell right now, but just wanted you to know that, you know, if you were to need to sell right now, even with the way the market is, and it's not that well, not as bad here as it is in other areas, your house will be worth somewhere between 240 and 260. So again, like we're not waiting on them to click a home evaluation landing page to ask for that report. We're just sending it to them whether they wanted it or not. And we put that into a YouTube, I can unlisted video on YouTube, we, we text that out to the husband or wife whoever's, you know, living in that house. And there we go every six months, you know, we're touching people in our sphere of influence, just by letting them know what their house is worth. And in a down economy, you know, there's probably people right now that pay too much for a car as well. I have a lot of friends that pay too much for a camper. They've never camped before in their life, but they bought a $40,000 camper they've used three times, they're gonna need to pay some of that debt off. So they might not have planned on selling, but they've got 100 grand and equity in their house right now they can still sell that house and they can pay off that camper. So people are going to continue needing you know, real estate and I think it's just always gonna win for somebody. We just got to continue trying to find those people who who are seriously needing to buy or sell something and they'll always be there.So I just want you to help sell my stuff a little bit here. So why video though? Like why why video doesn't work? I thought.Yeah, I mean video is the game changer. You know? You can only be I mean even if you were going to come in on, you know today, today's a Monday, if you were to come in on Monday Ain't crank crank out, you know, cold calls for eight hours, there's only so many people you can talk to in an eight hour period. And, and less and less people are even answering the phones anymore. I mean all these robo calls and spam and all that kind of stuff, but you record one video a week, and you put that in a $5 a day ad on Facebook, and you've got video playing for you constantly. You too, you know, the kind of an area where I'm spending more of my time on people looking to relocate to your area, want to know what it's like to live there. And Zillow can't tell them the best place to walk their dog, or the best park or the best. I'm doing a video this week, the top five boat ramps in Tuscaloosa, people who who have boats they're looking there, we have a lot of lakes and rivers around here. Outdoor recreation is a big thing here. This is located tell him that but we can in video? And does it take some time to plan it out? script it out? Edit it? Yes, it does. But that video can be creating leads for you and can be in front of people 24/7 365 So I really can't think of a more valuable tool than that. Yeah, you can do it with a Facebook ad. And it's okay to have your picture on there and, and have a you know, picture of your business card or whatever. But video just connects on so much of a deeper level. And that's what people want to see. When I'm when I'm looking up how to do something. I'm on YouTube and YouTube as my number one go to. So, you know, we need to take those same same approaches to what we do in the real estate world.Agreed. And we'll take a 15 second commercial break here. You know, you could get your video scripted, edited and distributed at real estate marketing do.com We will help you tell you what to say. We'll be in the room with you. And then we even help you distribute it whether you want to run ads put into your YouTube channel, whatever it is, it is you don't need more leads. You need more dudes back to our regular message. I love he said this is so funny. Like please never say date the right marry the house guys like I'm gonna shoot someone if they say that again. Like I can't stand that I hate it. I hate it data rate, marry the house dude, shoot the messenger. Don't copy that, like, stop. I hate it. I was so annoying. So when I saw that stuff, most people even what that meant, like consumers, by the way, only, like the real estate industry knew what they meant a lot of people didn't understand that. But that thing went viral. And that's so funny. So that folks, great videos, it's more impactful. So most impactful way to communicate. 90% of communication is done through tonality and body language, which can only be done through video. That's why people don't get you out of your head. And if you farm them with video content, they'll start associating your name with whatever your name is associated with that simple farm with friends and family and Facebook friends. What talk to me about the mortgage side? And what's going on there. Because we all learn a lot there's that I listen to the shows Well, and what should they be doing right now? What do you what do you guys do it?Well, to be honest with you, I mean, it's this very similar. I mean, that's a great thing about being in the industry I'm in is the same things we're doing our real estate company, is exactly what we're doing for our mortgage business as well. You know, mortgage professionals have been able to get away with just showing up at sales meetings dropping off though nuts. Commenting on Facebook, you know, how awesome that new vehicle was that she bought, or how pretty the view is at the beach. And when you're on vacation, and, and, you know, mortgage applications are down. And so you know, what we're doing with our mortgage business very similar. On the real estate side of things is we are creating video funnels, and we're generating our own buyers, and not just depending on real estate agents to provide us with ready, willing and able able buyer applicants. So has it slowed down? Yes, it has, you know, but again, you know, we can just sit around and wait and hope that it changes and, and keep waiting on referrals to come in from agents or we can go out there and hunt our own business down. And when we get that business, we get a good approval that comes through and we got an applicant that's ready to go. Well, now we can figure out which agent we want to send that person to. And we can kind of pick and choose which which agents we want to work with. And we like working with agents that are doing the same kind of stuff we are. I think our agents like working with mortgage lenders who are also out there generating their own leads as well. Not just waiting on a handout from one of the agents. I mean,the mortgage empires where they just take take take take take like hey, got leads for me. Hey, by the way, I got tickets for a Cubs game tonight because you want to roll. Yeah.Yeah, that's honestly I mean, to be honest, that's the main reason why I wanted to get in the mortgage business because I was like, as real estate professionals, we're the ones doing all the hard work now. Now that I'm in it, you know, there is more that goes on behind the scenes, obviously. But if you can generate the leads, you can figure out the processing and the underwriting and the closing and the font all that kind of stuff.same marketing plan as a real estate agent.Yeah, it's exactly the same. You know, you know, it's exactly the same marketing, you can literally do the same message, you know, our marketing that has anything to do with REITs that have anything to do with what's going on the economy, you know, you know, we put out a view magnet video, you know, top five reasons to live in whatever town we want to do. And then just a couple tips that are going to help them throughout their mortgage process. And then you know, you know, hey, click here to see which loan programs you might qualify for. Really, really simple. It's just mind blowing to me that, that, that so many in the mortgage business are just waiting on agents to just send them a referral, and not going out and generate their own business, you know, they got hundreds of applicants that have applied, but they're not taking time to go through that database and see, you know, who might be ready right now, who who did end up by retargeting that database. And so those are the kind of things that I think, are going to have to become a normal part of any mortgage lenders arsenal. And we're lucky here that we know how to do it on the on the real estate side of things. So we're just doing the exact same thing with our lending team.And your market to my guess is that, and I'm not saying anything about the South. Right. Not, I'm not saying anything about the South, but I think you're pretty technologically advanced for the South. Yeah,I would agree. Yeah. It's, uh, you know, we have, we have people in our area that, that that requests for us to come by and show them how to do things, just just setting up their CRM, just basic stuff like that, that you would think is just normal, everyday, people would just know how to do it if they're in the mortgage business or in the real estate business. But yeah, we're taking you know, everybody else, you know, people around town, there's still spending 2500 hours a month per billboard,you're spending five bucks a day on ads to get the same results.Yeah, we're spending $140 in a month, getting the same results is what's taking them five grand a month with two billboards that they can't even track and verify where those leads came from. So it is just kind of mind blowing to me. So I would just say, you know, to anybody that's listening to this watching watching this, you know, those who learn how to market, particularly digitally market video marketing, you're gonna win in this market that everybody else is gonna get left behind, it's going to be extremely expensive for them to continue marketing the way they are. And so if you will commit to learn in this digital marketing, this video marketing way of doing business, number one, you're gonna save money right away, but you're also gonna get probably a better result than those who are spending far more, and they're not gonna be able to spend that much and what happens when the billboards go away? Will they remember you six months from now? If you're not on a billboard anymore? I don't know. I don't think so. I think we forget them. Now, videos playing every week. You know, one one video a week can change the game for you doesn't have to be, you know, if you can do one video a day, that'd be great. That'd be something to work toward. But if you're kind of new at this, you're kind of looking for something to do. one video a week in a Facebook campaign can really be a game changer for you.It's just a popularity contest. You guys like let's not overthink it to video. How do you do this blah, blah, don't don't worry about the logistics, the popularity contest, someone who does more content more video than someone who doesn't is just got a lot more attention than they do. And then a certain percentage of the people who give that person their attention, need your services, it's this is all this is. But you have to remain top of mind. We're really talking about his brand. The end of the day, your brand is only as large as the number of people that recall it are associated with your line of work, right? So consistently communicate through video, that's all that's just one thing. But regardless of whether you're going to learn to run Facebook ads, or do a video, whatever it is, you got to do something because everyone's holding back. This is the bet the time the domain. At least for me, I need to get your opinion on this. But the main thing is when you get a market like this and everyone everyone pulls back, so then you just have that much more attention. And you I could tell you straight up, there's a lot of people pulling back. And that means is a lot less people running ads. That means there's a lot less people doing videos, that means there's a lot less people making noise. And when you you won't see it, maybe instantly, but it'll come back to you within the next six months. And I think that's a lot of the risk. Think back at COVID. You remember the people and COVID one of the guys that I was on stage with us, I believe he started in COVID. Right? That's when he started as tiktoks and all that because he didn't know what else to do. Now he could have he could have sat there and did nothing but he took time because he knows how to start shooting videos and now he's got like a million followers or some shit now on Tik Tok and he's crushing it. Yeah, you got to show up man.Yeah, it does not do you any good to sit there and do nothing. I mean, do something, you know. And right now, it's pretty clear to almost everybody out there in the real estate industry right now that video Oh, is where it's at. So we've all got these wonderful cameras in our pockets. You know, I mean, this is, you know, nothing fancy, just iPhone 13. But the camera on this thing is far superior than anything we had five years ago. So just you know, with a, with a selfie stick, and, you know, either a shotgun mic or a wireless clip on mic, you can make really, really good videos that people will be entertained by. And you can become the local real estate celebrity, the local mayor of your town. And if you do that, you're gonna win. And it's pretty simple formula. But it does take some planning, it does take some commitment. And ultimately, you know, that is, that's really the big thing that's going to decide who makes it and who doesn't in this market, the truly committed are going to adapt, they're going to figure out a way to do it, they're going to do the things they know they already need to be doing. And they're just going to be committed to do it. And they're going to come out on the other side of this thing, really, really in a good position. And then when the market does shift, they'll have all these huge follower base that already knows likes them and trust them because they built up this video viewer audience, and then life is going to be even better for them at that point, I believe.Yep. Always in the audience. You hit it right on the dot. Love it, man, you got any final end or closing thoughts that you want to give to everybody.And I would just say you know it, the markets always gonna be good for somebody, it's either gonna be good for buyer's or seller's or renters or investors. So real estate is going to continue to change hands. You know, if somebody's property went up 100 grand in value in the last two years, and even if it went down by $20,000, they're still sitting at $80,000 equity. So you know, don't buy into the the sky is falling, you know, date the rate, marry the house, I mean, let's speak about what people actually care about. And if you do those kinds of things, and you focus on those things, you're gonna win and let everybody else you know, you know, complain about you know, the economy and inflation and interest rates and all these kind of things. Just keep your head down, keep doing what you need to do. I'm betting if you're listening to this watching this, you probably already have a good idea of what you need to be doing what you've been needing to do, but maybe you hadn't didn't need to do it during the market the way that it was the last two or three years. Just do the things you already know you need to do if you do those things, you're probably going to be very successful.Yep, love it man. Just don't freeze whatever you do. Just freeze remember the closet agent is still the closet agent at the end of the day. So thank you guys for listening other absolute real estate marketing dude folks script that distribute your videos if you're really struggling with this, not only we do it less expensive in your market but we'll do a bigger better and better than anyone you probably hire locally because all I do I speak eat bleed video consecration for you. So reach us on our website, real estate marketing do.com and connect with us on our channels. Again, thank you for listening. Thank you for downloading. We appreciate each and every one of you. And we'll see you guys on next week's podcast peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

I think we need to go back to the basics and I got a really cool story. Last week I was at an event in Kansas City and met a lot of cool people, including my new friend, Andres Bustamante, who is killing it. He's got a killer story about how he started real estate in college and over game a lot of adversity, and now he is a realtor for a professional soccer player. Check out his website and his Tik Tok and Instagram accounts; andresbustatx.Three Things You’ll Learn in This EpisodeHow at 19, Andres helped college students as a leasing realtor.Why new agents should join a team.How to take ownership.ResourcesCheck Out His WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, what we're gonna be chatting about today are I think we need to go back to the basics. And I got a really cool story. I was in Kansas City. Last week doing an event, met a bunch of cool people were things I like about doing these events. And one of them, this guy, this kid, guy, kid, whatever you want to call him. He's a young realtor. But he's a killer reminds me a lot of myself. When I started not only are we both Hispanic male. But we hustlers you know, and we both started real estate at a very, very early age. And when you start real estate, just like right out of college, and none of your friends are people, you know, I've actually owned or bought a product before, it can be intimidating. I know how I overcame it, he's got a really killer story, and how he overcame it. But what we're gonna do is share his story because today, he's 26 years old, and he is the realtor of a professional soccer team in his market, and he's crushing it at 26 years old. And this is a relationship based business you guys regardless of what the hell you say, if people like you, they will use you. That's what it comes down to. But to be like you have to be trusted. So without further ado, we're gonna go ahead and introduce our guests. He's going to share his story exactly how he landed this account, where he started the trials, the journeys, and all of the above. And a lot of you guys are going to relate to this. So take notes and pay attention. Without further ado, let's go ahead and introduce our guests. Mr. Andres Bosa monk dead and I say, Hey, yougot it, Mike. Thank you, brother.Why don't you tell everybody? Who the hell are you? Where are you from? And I got a whole kinds of questions for you.Perfect. I'm from El Paso, Texas. And really, the real estate side started when I was 19. I just got into the University of Texas at Austin, go Longhorns. And I needed to find a way to pay for college because I didn't want my parents to pay for college. And I really want it to be like independent from any of that having to rely on someone. I wasn't going to do an eight to five though I did not like having a boss. Sure. So what better way to make my own schedule and make as much money as possible. Then real estate. I got my license at 19. I started doing leasing, which is when I would find apartments for students. There were a ton of students, I was a part of a lot of groups, I'd find apartments and those apartments would pay me because I brought people over. That's how I got my foot in the door on the real estate side. My mindset was really look, I'm just going to do leasing. I'm not like worthy of being able to make a sale or any of that sort. Why would people trust a 19 year old? That's in college? Yeah. Then when I was 21, I had two years of experience under my belt, I got a call from someone that's like, Hey, I'm this and they'll let me know that you can help with real estate. And he tells me right away my budgets 1 million to 3 million I said holy shit in my head right away. What started in my head was like, this is not going to happen. I'm not going to be able to close. I'll just throw it to someone else. I just told them Yeah, I know exactly what to find. And I hung up and I was like I got nervous I was what the hell am I going to do? The thing with that limited mindset and I partnered with one of the best agents that have just giving it to him I said I'm going to learn as much as possible. And you're going to take care of like handling the transaction with the other realtors Isn't that all take care of the relationship building. Long story short, we sold a $1.1 million condo and then after that you think okay, I'm this No, no knows a lot about real estate and this and that. But in my head, I would get more clients from referrals from him. But my subconscious mind said no, I can't do this. You just got a one shot at this and you got it and that's that. So I didn't really make any other sales. I kept doing leasing. You know, that was my whole college. I was able to pay for college through leasing. But I only did that one sale, even though I had a ton of opportunities. It was a mindset that really got to me at that time.So good. I agree. I had similar situation. First of all, congratulations for putting yourself through college. That's impressive. This is this is this is what the Mexican population breeds right here. Okay, guys, we work hard, right? And this is very simple, right? That that same philosophy is instilled in me as a kid. And if you work hard, it's going to happen. I don't know when I don't know how long it's gonna take. I don't know the trials are gonna go through. But if you keep your head down and you keep going forward, it's going to fucking happen. Okay, so let's go through Whoo, that's 19 years old love it. Most people, if you're listening to this, you're on the treadmill and you're young, like, do I think I should get into real estate? Should I not get into real estate? What should I do? Or this is equivalent to you could be 35 years old and go into your first listing presentation, you're gonna have the damn same for the same reservations as we both had, we first did it. Andres just tells you didn't have the confidence to go out there. And it's true. If you don't sell houses, like, you're gonna get a million dollar house. You're like, bro, I don't know what the hell I'm doing. But those people are calling you because they like you. You have a relationship with them. And you learn like I did not go to my first listing presentation because I was scared shitless I went to my first listing presentation. Yes, I didn't sleep the night before. But I went in there and I didn't get it. But I got the next one because I wasn't scared to go ahead and put my head down and just see what happens. And this entire business is mindset. I agree. It's can this has a lot of ups and downs like peaks and valleys of real estate's very easy to get burnt out, isn't it?Oh, yeah, my gosh, I remember just all the leasing, leasing is the best way to get your foot in the door, because it's lower stress. And a lot of people don't take that into account. They want to go all by right away by right away. That leasing is probably the best way because it's less stress. You have conversations with property managers, you get to see contracts, the Apartment Association contracts, and then these people eventually will become buyers. Most of them are they know people, like the person I helped lease. She leased a $900 a month apartment. She knew someone that was going to buy a million to a $3 million. Condo, yes, huge referral, and it's a warm lead. It's not a cold where you're cold calling, right? Yeah, that's the beauty of real estate.Here's the beauty what he just said, folks, there's so many times that I'll give you a really good story. You are always focused on the relationship. So many agents will go out there and be like, Hey, dude, well, you know, a $900 rental what I'm going to make $450. And I'm going to split half of that with my brokerage, I would pay $250, I would pay $250 for the relationship because everyone lives somewhere in 10 to 15% of the population will move this year, but what 100% of them have a referral for you. And when you're playing the long game in this business, it's not about spiking the football, when you get paid the commission check you spike the football when you get your first referral or source of business from the one person you sold seven years ago. That's the long game in this business.And a lot of a lot of people, it's pretty interesting. A lot of people see it just transaction wise. Yeah, what does that person bring you and there's a big dollar amount to what that relationship will bring. It's a big misconception or like you were saying, Oh, it's just a $500 check and this and that. What does it bring you in the long run because those relationships are so crucial to nurture on that it can be a hundredfold exponential, to what it will bring.So there is a back in the short sale days, I had a similar situation, very similar to this. And we used to do a ton of short sales like 3025 35 a month. So we were the number one team not only in Chicago, but in the country. And so we'd get a lot of referrals right and I get a referral from a good friend of mine. That was his old roommate. And this referral ended up being a $15,000 short sale on the south side of Chicago. Have you guys watched the fucking news lately? All right, it hasn't changed. Okay. Southside Chicago, this is the hood. $18,000 Short Sale. Okay. Mind you a short sale take 90 120 days i We negotiated over $200,000 a debt. It was a tough deal to get done. But we still got it done. We lost money doing the deal. Okay, we made at the end of the day, you had a short sale negotiator to pay. And what do you what do you think 6% 3% on $15,000? How much is that it's probably like $900 is our commission check half went to our agent. The other half went to the brokerage I think we walked away with a net of 150 bucks. So we lost money on the deal. But why we took it on was because I don't believe I believe it's our job to serve others first and foremost. And sometimes you won't make as much money off of a transaction. But this has happened several times over the course of my career. Three days after the closing, the same seller calls us he failed to tell me that he owned three other properties throughout the time, because he just wanted to get this one off his hair. And right when we close two days, he's like, Hey, Mike, I want to tell you about this. But yeah, I got a $400,000 condo and Bucktown I got a $2,000 condo up there. And then I got another $300,000 condo up here. Not only did we list those, and none of them were shorts, so they're easy deals. It's just a regular transaction. Once you do a ton of short sales, you do regular transaction, you're like this fucking piece of cake. And so what ended up happening was and then not only that, not only to give us those listings, but he became my number one referral source for the next 12 months and he won our award that year. You guys you don't behind every sale there's another transaction and the people that you help in the times that no one else will help them are remembered for the long haul. And that person becomes part of your sales force just like it happened in the story. I just told you just like it just happened and Andres story if You serve people, right? They will return to you. And it's no differently if you go to a good restaurant or you go back. Yeah, of course not a service. Yeah, if you if you go to a restaurant and then you find a hair and your food, you go back. So agents could fucking put hair on your food and your services and quit being shady. serve everyone the same way quit discriminating over purchase price. I can't stand that's the biggest. I hate that when an agent says that. Another one. I'm not showing that house. They're only offering two and a half percent. I want three. Oh, I actually, if you do that, like stop doing that.I never look at what anyone offers. Here. Yeah, I'm just like, I'll just whatever. Yeah, you know. And then it's how you make people feel. I know you talked about that. It's so important. How do you make someone feel you know what you do for them? Okay, obviously, that's important. How do you make them feel?That's all they remember. At the end of the day? Yeah. Yeah. I love it. Alright, so you started off in leasing. I like that you probably learned a lot of the landscape, the streets, the back rallies. And, you know, remember, we were selling real estate guys, we're not selling the freaking houses that we saw the community those houses resided, okay, if you don't know the community, you're not going to be good at your job. You don't need to know the process of real estate that'll come to you. But you do need to be an expert in your community first, and as long as you can position yourself that way. Everyone will think you're an expert.1%what happened? Let's get out. You get out of college. And you're like, What do you major ininternational business? I don't use that at all. My minor. Yeah. I don't use any of what I majored in. And to tell you the truth, I didn't really learn much from it.When I went to college, I learned how to like, do my laundry interact with people of different races and all this stuff, socialize, and I learned how to generate relationships, which is the best skill I ever learned. What I didn't use was the Boolean class. The wine class, I took a class on frickin geography and weather. I'm like, Dude, you think?I always thought that was hilarious. Yeah. And I actually talked to my dad yesterday about it. And it's crazy how we're both from Mexican backgrounds. But one thing that is very relevant is money is bad. That I was ingrained with that. Now, obviously, I don't think that but I remember every time Oh, that guy's rich and Spanish. Bad that. No, that's not good. The second one, I talked to my dad about this yesterday. And he was like, You should go back to college. And I think college really helped you? Yes. It helped me rebuild relationships become more street smart. But it was like, I told him I didn't really need College, though, outside of that, and he was like you did trust me. So it's funny how. It's way. It's still different, you know?Yeah, comes back tenfold. But you didn't plan on going into real estate, right?No, I did. And I just needed to find a means to pay for college. And then not having a boss and on my own time,and when you graduated, what happened? And then how did you transition into and you're like, dude, I'm gonna do this like full time. This is dope.I graduated with a lot of uncertainty. I had a full time offer for JLL. And that was my dream quote, unquote, job.What's jaoa dol isJones Lang LaSalle. It's one of the biggest commercial real estate apart from CBRE commercial real estate firms. And I had interned with them. Ever since I was a junior. I was like, this is the job I want. But I started reading about mindset books. I read The Power of Now the Miracle Morning, started looking to bigger pockets. And when I graduated college JLL was like we want you to work for us eight to five financial analyst in Houston. Apart from the shitty weather in Houston, I was like, I don't want to do the eight to five. And I told my parents I'm not going to accept the offer. They were like, are you crazy? You've been working two years for this. Me dual stay andsent you to college. You're the first.Yeah, I was like, Oh, shit. So legit. That's what they told me. And I had a lot of uncertainty. All of my friends were doing eight to five. Nobody else was doing real estate. So I think I read The Power of Now in one day. I was like, Screw it. Fuck what everyone else is doing. Like I don't want to do that. I'm going to stick to real estate. I stayed with the leasing company. I moved to Austin. I only made one sale. It's like okay, maybe I keep doing leasing, leasing, after college. If you already have experience, it can get pretty stressful. So I did four months of that. Then I said I need to find a mentor. I need to join another team and stick to sales. Because I hadn't made any other sale from the time I had graduated. That's seven months. Listen to a bigger pockets episode do of course it was on that episode. And he said if anyone's in Austin, hit me up, immediately send them a message. And he said Hey, call me back next week because you got to level those calls out. That's how you'd bet people call them back the next week we meet up a month later I joined his team and then that's when it started picking up first month I made a sale, that it took six months to make another sale. But then I started making sales, maybe two that year, like two per month or three per month, as a first year full time. It will take a while man took a while. Yeah,this is it's, you know, like there's a reason why 87% agent's failed or five years, it's most of them come into it thinking it's a sales job, but it's not. If you're an entrepreneur, and you're building a business, even though you might be at a brokerage or part of a team. Ultimately, you're still an entrepreneur and no one. Like regardless if you join a brokerage or join a team, the worst thing you could do for any of them is make them money. And it's also the best thing you can do for him. There's really no lie extra liability to have you on a team because you're 100% Commission, right? So yeah, you gotta sweat, you got to put in the work. I it took me two and a half years to make real estate marketing to profitable. Right, and we're on your three, this is a fucking grind goes. Like this is any business as a grind, right?Oh, yeah. And it was Dude, it was probably relate with that. You're like, oh, shit, so much uncertainty. But I did have my own time. And I didn't have a boss. And I knew I knew. And I know I'm going to be very successful. Because I'm putting myself in that alignment. Even though it takes time. I was just like certain of it. And I would do my miracle morning routine. And I was like, Dude, I'm going to be successful. One thing a lot of people have to realize as well about real estate is that our job is threefold. We're storytellers, which is so crucial. Problem solvers. And we're educators. Those are the three things I tell any new agent, it's like, Dude, you have to be great, or start learning how to become great at those things.Yep. Yeah, the the expertise in running comps and all that no one cares. Like you do that after you get hired, but you don't get hired unless you have those first three first 100%, you know, and people expect you to be good at that being really good at running comps, or knowing your market doesn't earn you the deal. The relationship does every time. So I'm here to do tell me. You landed Oh, real quick. Where was that business coming from?My my business was sphere of influence. The first ones 100%. Yeah. From UT Austin from people that knew me and trusted me. The real business I started get was when I bought bought a home myself and told my story, because I had, I knew I was going to target I knew what my target audience was was house hackers, people that just graduated, that think you have to put 20% down meaning that they're not educated, that are thinking that they're going to rent for a long run, people that aren't educated and with those things, that's my target audience. And how, what is the best way to get out your target audience and help them by doing it yourself? So I bought a house, I lived in it for free. I had a lot of uncertainty. Can I buy a house? Can I afford it? Are there ways to do this? I just graduated college What the hell's where am I going to find the money? So I put that story out there. And a long post on Instagram shared my story made it as relatable as possible to the audience. Facts tell story sell. And I didn't know what to say, Oh, I close know what's the story behind it told that story. And then that's when I felt a big pickup. People are like holy shit on this. You did this. I'm not the same position, I can do it. That's when it really started to pick up. It's greatto businesses right in front of you guys. And it's not even that you are relatable. Like your IG friends are just like you, your Facebook friends, they're just like you and you attract like people. So in 10 years from now, whatever story you're telling, I guarantee they're going to be people around your age. People always ask me this question, Mike, I want to sell luxury listings. Well go start hanging out with a bunch of people that own a bunch of expensive s houses. That's how you start. You have to put yourself in that room. I don't meet on dress. He's 26 years old. He's flying around the country doing events and speaking and stuff. Because he put himself in that room. I don't meet Andres last week, if he doesn't put himself in that room. How did Andres get in that room? I believe you join a mastermind you probably invested into that mastermind. You put yourself around other people and you made these relationships. The truth is that most of you guys don't have the balls to spend money and invest in yourself. That's it. That's the sad reality of this you guys. And if you're not going to believe in yourself, I can promise you that no one else is going to believe in you either.I can agree on 100% with that.So we start rolling. You landed a big contract. Let's get into that. Or big deal. Like you're like the agent for the soccer team and whatnot. So walk us through the process. Awesome.The process started when I was in college through doing leasing and meeting the Spanish dude that was friends with my roommate. He started following me on Instagram after he came over for like a week and we're just hanging out partying, this and that college stuff. Sure. He followed me on Instagram and I post a lot of real estate stuff on Instagram. So All, whenever he thought about real estate I was top of mind even though he was in Spain, which is pretty insane like what the hell a dude from Spain. And one of his really good friends is was a coach for the Qatar national team soccer. That guy was moving to Austin, who was the first person he thought about with real estate me. So it was like undress. This coach from Qatar is moving to Austin to help with a new team. They had just they have just started two years ago, actually 2020. And I want you to help them just get to know the city, I did a great job of telling him about the whole city showing him around, I took a whole day off to show him around. That's the beauty about being in real estate, you can take those days off, not really take a day off, but you have the luxury to do that. Show them around the whole city, I met the whole family, help them sign on a lease for an apartment was a lease for an apartment. So I knew all about the leasing lingo. And then from there just picked up he introduced me to the other coaches, then some of the players. And that's how I started helping Austin FC with plenty of there. I think there's one or two other agents, but they send me a lot of the business to me. I like it.But look where that seed planted like, let's just go back, because people want to get that that. Like, you tell someone Hey, I'm the agent of a professional team. Everyone wants that account. But not everyone's willing to it didn't you didn't get it overnight. It wasn't an accident. You got that? As a matter of fact, what most people would have probably have done is that the second that Coach told you he was leasing an apartment versus buying they probably would have stopped calling him back.Yeah, that's true. Actually. It took it took like, four or five days of touring. Sure, six to seven apartments per day. Oh, yeah, I remember that. So grind. When we found the apartment, the the wife actually started crying because she was so happy. That's how crazy was it? I like it. Folks,this isn't theory we're talking about when you start cementing your relationships, whether they're renting, and they're buying, it's mathematical, because every three to five years in a city living or six to nine and suburban. They're gonna move. And then what Andreas has said he's done a great job reminding people on his social account of what he does, he's probably not doing in a shady salesman, like type way, just probably storytelling on Instagram. And because of that he was top of mind when someone needed a referral. So people always ask, like, hey, how do you attract all this business? Well, I stay present. All right. And if you're not present, or you're out of sight, you're what you're out of mind. Right? So half of marketing and half of business is just even from the relationship actually, I would say it's 90% of it. Yes. Staying active, nurturing the relationships infiltrating more creating more, because they all live somewhere? For sure, you know, it's not like they're gonna Where do you live in a box? Like who says they live in boxes? Or they're a bomb? Right? Yeah, you can't sell them a house. But you will eventually the average person buys three to five houses over the course of their lifetime.And sometimes they don't use the same realtor. Most of the times actually.20 83% of people say they will use the same agent, but only 19 or 29% actually do. Yeah. And the reason for that is they forgot they forgot your number. Most times they forget their name. 80% of people forget their agents name after six months. That's horrible. It's horrible. Like, can you can you imagine? That's like equivalent to the Ritz. You guys ever stayed at the Ritz before you go there? It's a great it's quite an experience. But it's also quite an expensive experience. But everything's catered to you like you go into the hotel room like Hey, Mr. Cuevas Bobo, they have a little note for you that you won't forget. You don't you don't you don't forget that. You go to the Holiday Inn across the street, don't get any of that type of service.I can assure you, any of my clients will never forget my name. I can assure you of that. Because I know the service that I provide with my team is just like top class. So yeah, it's it's pretty crazy. How eight 90%? Will I mean? Well, we'll use the same Damn, that's insane.Yeah, I mean, think about it, like the second most Realtors the second you you transact you, you're gone. You become best friends with this person because you're you're buying or selling. It's an emotional process. Like you're talking to these people every other day, right? You develop a friendship like I always ended up parting with my clients because that was sort of my style. And I go out we have dinner like a party like club style, but like go to dinner, have some wine, beer, whatever hanging out we became friends. Because I knew that if I became friends with them that all of them would refer me business a lot more likely than if I did it.Once for sure. Yeah.Where do you see the and how are you staying in front of now? Like walk us through your cadence in terms of staying in front of people? How are you doing it? I know you're doing a lot on Instagram, but what's your sort of methodology on this?For birthdays I usually send like a video tailored to them and then I am also part of by referral only So it's like monthly emails to the clients just reminding them and it's like a little, little, it's called a Monday, how Monday game something and then you can earn a prize if you participate. So you know, it's like something fun. I don't I didn't want to do it a weekly I don't, I don't want to be the weekly this and that's to two emails a month. One is on the first week of the first week of the month. And then the other one is like, it's called the letter from the heart. And it just, it's a gives like a story. Pretty, pretty awesome stories every month. So I'm part of by referral only. And then all of my Instagram, I usually post like three stories about what I'm doing. documenting my journey. It doesn't have to be real estate, it can be playing soccer doing this and that because people don't want to see just clothes just listed. I honestly hate when I see that. Yeah, I'm like, dude, what's, what story behind it? What did you help accomplish? What were they thinking they could not do? So you'll never see me posted just close unless it has a story behind it. And also document my journey. Like, what is it through inspection? What did I struggle with? big misconception is that people that just do disclose, they're like they're perfect. No, there's as to be vulnerability so that people can also connect. Because it's not it's not. There's never going to be a perfect transaction. Yep.If you're struggling share it.Yeah, yeah. People love that. Probably all that stuff. Close stuff.People are so scared to like, voice what's really happening behind closed doors, being vulnerable is the number one thing you could do for anything in marketing. The more you can play people cry, the more they'll remember you.It's social media, the emails that I send videos for birthdays or gifts for birthdays, events, we have several events a year. Definitely the Christmas parties. Those are a lot of fun.Let's do the events. Let's go through that. Yes, how many and walk me through all those?Well, some we do like boat parties in the summers and get like a big as boat. It's a lot of fun. That's when you really get to meet the clients better. It's funny. And then Christmas parties. We invite all of our so like I said, I have a team, with my business partners of Well, I haven't said that before, but 14 agents to office managers. And last year we did 20 and 50. We helped 256 families. Yeah, you're crushingweight. Are you the youngest guy on the team?Yes. Really? Sure. Or we just hired one? I'm not sure. But I believe so. Or we're the same age. The rest are like 3040 30. Exactly. Yeah. So I'm meant I'm a mentor to like, all those agents. So it's pretty funny. And at first, that was one thing that really got in my head, I'm like, oh, shoot, what are they going to think and this and that, that I know what I can offer. So now I'm like, I'm totally fine with that. That before it was something that would get in my head,probably. But why though, that's just the way society paints the picture. You got to be older and you get wisdom. But that's not necessarily true. If you're 26, you could have way more experience than a 35 year old who just got a license, it doesn't matter.That's so true. And I'm actually reading a book, The Four Agreements, but then the next book, it's about attachments. And I knew that I had an non attachment agreement that I had with myself. And as create crazy when I found that I was writing down my agreements, then I was like, Oh, shit, I know that. My family will always tell me respect your elders. Yes, I will respect an elder. But in my head what I think that would mean and I would have translated it to anyone that's older than you has more authority. And they're always right. When I realized that I was like, holy shit. That's what I delimiting Oh, my God. Yeah, I realized that that was a game. That was like, two months ago, actually. I just was astounded.So most of the stuff like it seems like a lot of your mindset came from your own self education, whether you're reading attending these masterminds and whatnot. Would you agree with that? Yes. Repeat those books that you suggest people can should read. Because if you guys aren't, if you guys want some good reads like he just told you a story, everything that he's been talking about as a result of what he read in there. And I think he just put it into action. Basically, the principles in there so you guys, the roadmaps always out there. Like, it's not like, people are like, how am I gonna do it? How am I gonna do it? Well pick up a book, go join a team, follow someone who's already doing it. But follow someone who's been there before because there's no reason why you want to try to create it all on your own. All you want to do is r&d and rip off. Put it in your own way.Why reinvent the wheel, the book four agreements, mastery of self Power of Now Untethered Soul a Miracle Morning? Holy shit, incredible books, The Four Agreements, be impeccable with your word. Never assume. Don't take anything personally and always do your best. It's incredible. It's such a game yougood? Any other? Final or closing thoughts? Like what? People we're going through a shift right now. So, I mean, this is everyone's gonna like, what do I do? What do I do? We're gonna lose a bunch of agents in the next year. So, which is a good thing for those that are full time. But what should you were in a shift? She got the experience. So what are you going to do right nowI've started a cold call, I don't need to cold call. But I've started it because it's something that gets me out of my comfort zone. And I actually enjoy being able to better respond to objections on my feet. That's so important as an agent being able to respond to objections on your feet, but I'm going to do is just hit Instagram harder as in putting more posts, I used to do a lot of stories and then a post maybe once or twice every three weeks, but now it's going to be like twice or three times a week. And I need to get clear on that. And I will get clear on that after actually I met you I really liked all that you had to say. And I know it's being intentional. So that's one thing being very intentional on social media and tick tock tick tock is actually something that's grown insanely, which is weird, but it Yeah, I recommend everyone get that. Then also, with my team, obviously having to do open houses, do all those things. sphere of influence will still be the biggest thing and referrals for me. So touching more more touches with my clients on referral basis, you know? Yeah, I assure you, if anyone calls people you know, you'll have people that need help with buying or selling or they know people are assured, I surely call them.The your Soi. Like the industry is horrible in general market st in front of Soi, but it's the only recession proof marketing model there is because people are still going to move, you know, like, and when they do move, whether it's a crash of 2007, or it's going to be whatever happens in 2022 Here, there's still gonna be life circumstances, some are gonna get sick, some are gonna die, they're gonna lose their jobs, and we're getting married, some are gonna have kids. And when those life changes happen, people will move despite what the market does. However, 80% of them are needed the first person they come into contact with, and if you're not all over, you know, I don't know what to tell you. I mean, they're gonna probably cheat on you with another agent. You're gonna log on to Facebook and see that Andreas here just so well, it's not you. Yeah, and then you get mad at Andreas but don't get mad at Andreas get mad at you because it's not your networks job to remember what you do for a living but it is yours to remind them.Take Extreme Ownership. Don't be a little Bish.I love it, dude. Any closing thoughts?I would say if you're a new agent, join a team. That's the best way to learn as fast as possible. And as soon as possible. Have a morning routine. If you're an independent contractor. It's crazy. It's a double edged sword. Read the Miracle Morning, meditate, do your routine. And that'll definitely help you exponentially reach your goals. Write your goals down as well. So cliche everyone says that yes, I know. It works for a reason. And that's why people that are crushing it do those things.I need to get into the meditating game because everybody I follow and I look up to are meditators accepted. And I'm going to take your advice I'm going to my business partner has been like dude, I meditate every day. I'm like, what's fucking when you meditate? Like you sit there and like, I don't want to do that, man. I don't have time. We got three kids running around. He's like, No, you have to do it. You have to do it, Mike. So I'm gonna give a world is thecall nap. And the big thing about meditating you using your diaphragm to breathe. Don't use your like lungs, don't use your diaphragm. Breathe out through your mouth. It's a game changer. Like very, very much so it's helps a lot become present. Because there's so much shit that goes on all the time in our lives. We're in our head all the time. You need to calm those thoughts down. Yep.I love it. Man. Why don't you go ahead and give everybody your info again so they can follow you either on your IG channel to see exactly how you're doing it. I highly recommend that guys. Or reach out to you if you guys have a referral that is in the Austin area, reach out to undress and his team and they could definitely take good care of you. Obviously they're doing it right. And you want to make sure your clients are being taken care of and there's a lot of people moving to Austin.Yeah, just any questions feel free to DM me. My Instagram is Andres Boustead, TX and DRGs be usta Tx and that's the same handle for tick tock, feel free to reachout. Cool, man, we appreciate you dude. And we appreciate you guys listening to another episode of the real estate marketing dude podcast. You guys know where to find us if you need help scripting, editing and distributing your videos or you just need us to train your videographer because they don't know what the hell they're doing. We could do anything you want and there's no doubt in my mind this is the number one stop if you're going to create real estate content whether you need my consulting, training, editing distribution, I don't care if you want to get on video I got your back and you need to visit our site at real estate marketing do.com real estate marketing dude.com visited take the content download subscribe this podcast visit me on my social handles I don't care. Start making content start generating attention and you will start attracting clients and you'll ditch chasing leads I promise you there's a reason why it works for everything. No person. The only time it doesn't is that people don't like you and that's nothing we can help you with. So, thank you for watching. See you guys next week peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are talking about more marketing. And specifically we're going to talk about how to personalize your marketing and lead generation because no one hires a robot and no one hires you unless they like you. So how the hell do you get more liked, more approachable, more personable, and more importantly, more authentic online?Kevin Snow is the founder of Time On Target and has been called a sales expert and a technology geek (among other things) by different people over the years; but one thing is for sure...he knows how to help companies take their automation game to the next levelThree Things You’ll Learn in This EpisodeHow to make your brand more personable.The Do's and Don'ts of email marketing.What type of brand attracts clients?ResourcesCheck Out His WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up, ladies and gentlemen, welcome to their soul to the real estate marketing podcast. So what we're doing today, guess what we're talking about more marketing. And specifically, this show, we're going to talk about how to personalize your marketing and lead generation no one uses a robot in that one hires a robot and no one hires you unless they like you. So how the hell do you get more liked and more approachable, more personable, and more importantly, more authentic online? Well, so I get emails all the time from people all over the country. And the thing that got my attention here was that this dude's a vet. And for me, that's my soft spot, he got my attention by telling his story, not telling me what he was trying to sell to get on this show. And when we do book people on the show, it's always because there's a story behind them. And just for those of you they're trying to get on here, so that you now know, if you don't have a story, we're not calling you back, if you have a story in there somewhere to share. And it has to do with your personal brand. That's we're all into. So without further ado, I want to go ahead and introduce our guests, Mr. Kevin snow. What's up, Kevin?Hey, Mike, thanks so much for having me on the show. I'm really excited to be here today.Why don't you tell everyone a little bit about who the hell you are, where you're from? And what the hell do you do?So my name is Kevin snow. I am, as Mike said, I am a veteran, I'm actually still serving in the Minnesota National Guard. I live. Obviously, in Minnesota, I grew up in the upper Midwest, I've been here my entire life. And back in 2010, I launched a company called time on target. That was a sales and marketing training company. So I got hired to get on stage and to teach people how to network and how to sell. And then I deployed I went over to Iraq and Kuwait for a year and came back and had absolutely zero clients and zero speaking gigs lined up and nothing in my pipeline, and had that old crap moment of what am I doing with my life. And we did this huge pivot. So the company stopped being a speaking and training firm, that's now a business development tool for me. And now we're all focused on helping clients actually figure out how to sell their stuff, and how to make sure that it's in sync with how their buyers make buying decisions, and then integrating the technology into that. So how do you use email marketing? So you don't sound like a really horrible marketer? Oh, and how do you use your CRM, so it actually helps you manage your sales process and your pipeline so you can close stuff faster?One of the things that I can't stand on the automated a lot of different serums called like action plans or whatever, and they're so boilerplate, you know, it's a robot that happens to it. And like, for you guys that are on my list, like if I send you an email, it's still very on brand. It's still dude, I barely ever spell all the words correctly, because I don't check. And that's just part of my brand, but because I know who my who I am. I just be me. And it works on a demo calls with someone yesterday, or actually someone who signed up with us, and she's like, Hey, she's like, You'resuch a fucking dude. I'm like, some clips. While I'm doing my deep dive with her. She's like, You're such a fucking dude. I'm like, a man. It's just who I am and how I roll. I mean, I can fake it today.I'm just authentic. That's That's what people want in today's day and age. And we had someone on the show recently, Kevin, they said, SEO gal, she's like, Yeah, 70% of people will look you up. That's when they visit your website. They actually call you. So once you start getting on interest. And once you guys do associate this with dating, no one goes on a blind date. That's why online dating sites exist. And when you if you're like on a dating site or something you're gonna probably look at see who you're gonna go date before you actually do it. Right? Well, it's the same thing. People aren't gonna go hire someone that makes one of the largest financial investments of their life with Joe Schmo. They're going to do it with someone they know like and trust and relation and relating to people is the number one thing I believe in real estate, because people don't hire you unless you they like you.Yeah, that About Us page or the About Me page on your website. That's the second most viewed page on websites worldwide. I was working with a client once back when we did some web development. And they're like, Yeah, we don't want to About Us page. I'm like, Are you out of your ever loving mind. I'm like, That is a second page that people visit all the time. You have to have a really good one because they don't buy because you have cool products and cool they buy because they think you're cool. And they like you. And if you aren't showing off your personality on that about me page, you know, they're just gonna be like, Oh, this is just another boring realtor. This is just another boring coach, whatever you do, and they're gonna go on to the next one, butKevin says Some people might not like the real me, I'm not gonna do that. How do you answer that?So yeah, and I'll be like, yeah, that Hi, that was me. So when I did the big pivot with my company back in 2012, after after I got back from the deployment, I didn't want to be the face, I want to not be the product, I wanted to have time on target being the brand. So I did all the stuff to focus on that. And it took me a few years, but then I realized, like, Fuck, no matter what I do, I'm the CEO, I have to be the face of that company. I have to be the one out in front of people building my brand and my image so that people actually engage with me, you know, they don't go looking for a company, they look go looking for a partner. They're looking for someone that can actually work with them and help them that they're going to enjoy spending time and doing stuff with.So for those who are on your bike right now that are posting memes with your brokerages branding on there, all you're really doing is building their brand not doing anything for your own. And your face is your brand and real estate Your face is your brand like That's why video so that's why it works for everybody is that the only time it doesn't work is if people don't like you, but you're just becoming more marketable as you create more and more content. And yeah, I don't believe that professional exists anymore. I believe it's all personable. I think professional is the second question people ask and I don't even think it's like is he professional? Their moral asking not so much as the professional as is? Does he know what the fuck he's doing? Exactly right. And do people care today like I sold sandal I sold real estate and sandals, dude. I had the guy on our show that fucking sold a he's in the elevator and he painted his toenails, purple. And he gets a $4.8 million listing in San Francisco, right? Yeah,I meet with clients from around the world. Via zoom. This is what I wear. I wear a t shirt, I wear a bald cap. And I'm comfortable with that. Because I'm sitting in my house and I'm working. When I go on stage now I still now wear a t shirt in a ball cap because now that's become my brand. That's when I'm doing lives. I'm doing streaming on YouTube or podcast, it's always in this. So now when I show up, because I do like wearing button down shirts. I do like getting dressed up on occasion. So now when I wear it out into business events, it doesn't match anymore. And it literally draws more attention to me but not the right time. Because I was like why are you in a shirt and tie? Like, because I wanted to be there. It's okay. But it has an imposter. Exactly. He's not doesn't have a cap on he's got a nice button up shirt on, you know, like, what he's got dress shoes on what the hell is going on with this? Sowhy do you think so many people that struggle with bringing their persona into their messaging and whatnot. And it's like in real estate like, I mean, we're right up there with like attorneys, like you're talking about just stuffy businesses, when it comes to marketing people like there's nothing more uncomfortable than reading an attorney's like marketing piece. I mean, but like, no one's broken through that clutter. Real estate agents and mortgage people aren't too far away from that. But the ones that are like super duper, like personable and like, dude, they're crushing it every single time, why they're so scared to embrace their real brand.Because there's this misperception that's developed over the as email became a key part of how we did marketing, how we did sales, there became this perception that it had to be professional, it had to have this specific way of communicating. So everyone now tries to write like they're a, you know, they're the CEO, you know, if you know, and that's not the way it should be, you know, our number one email for our my success champion brand that I have with what used to be a client now my business partner, our number one email that has for opens and click throughs. It starts off with it has a subject line of oh my god, I'm so sorry. I'm an ass. Love it. And it's the second email in a welcoming string for a Facebook group. So someone joins the group, they answer the questions, give us their email, and we send them an email that says, Hey, welcome to the group. Here's all the rules, blah, blah, blah. And then the second one is, oh, my God, I'm sorry, I'm an ass and it follows up with, you know, I was so excited that you joined the group I was all by wanting to hear about you and tell you all the cool stuff about the group and I'm completely forgot to introduce myself. So here's three cool things about me you might not know. And like, yeah, and then people will reply, well, like once a week, we will get a reply from someone that says, Oh, my God, Danny, I'm, I don't think you're an ass. No, I wasn't offended at all. I'm like, did you not see the big block at the bottom of the email that says if you don't want to receive any more of these emails, please click here to unsubscribe but like they treat it like it was a real email like Danny was typing it out on it.If people are responding to your auto responder, then your email system is right there. Yeah. And you're on point. If they're not responding, you should probably do a little bit more work in there. Let's get into email. Here's a big issue that real estate agents have like they're always selling their share. And it's like, you don't need to sell you need to serve, you need to remind people what you sell. So, a lot of times, if you see this all the time you got like these companies, and they'll just tell these real estate, you got to just send these emails, these, these real estate market reports. And like the subject line says, monthly market update, you're an expert at this. Is thatgood? No, there's a small No, I'm just gonna flat out say, No, you're all wrong. There is there's a small percentage of a realtors list that's actively looking to do something with their house. And they're the ones who are trying to figure out what's going on with the market and where they're at. And if there's now's the right time, if you know, should I wait, what's going on, and then you're gonna have a section of people that are like, well, you know, we're probably gonna do something in a couple years. So they're kind of watching. And then you have a bunch of people in your list, who literally just bought or sold the house, and don't want to do it again. Because as much as cool as it is moving into a new house, that moving into a new house still entails the whole moving, packing, unpacking, setting up going through closing, going through inspections, and the whole rigmarole. And once you're done with it, you don't want to do it again for a while. So, you know, you have to understand who's in your list, you know, the people who are giving you triggers that yeah, I'm looking at doing something, those are the people that should get your market reports, the people who just bought or sold a house, and they're not going to do anything, you know, right away, you need to be sending them stuff that's a value, that's gonna help them with their current property.Yeah, the and a lot of times everyone tries to you have a warm and a cold list, you guys, this is like a big problem I have with everybody. And your warm list just needs to say don't forget to exist, because that's how you nurture and referrals. And when you nurture with video, you just stay on top of mind, and it's all attraction, your lead list needs to be sold, you can sell people who asked to be sold. And that a lead list is someone who came in off of like a list of homes or they came in off of something, but don't ever, ever, ever, ever, ever, ever send a sales message to your warm database. That's like sending a sales message to your brother or sister or your wife.Yep. You know, if something big happens in the market, you know, there's some huge change with interest rates, or some whole new program gets put out or so there's something big going on, then push it out to everyone. Hey, I want to make sure you understand this was happening. Here's what this means for you. Here's why. Even if you weren't looking at selling or buying a house, here's why you might want to nowwe had a lot of our clients, we Yeah, you're exactly right. Like one of our guys. Everyone did the same scripts a lot of our clients were doing as a market and a crash script. And one of our guys got 120,000 views on reels, just from that one piece of content because it was relevant. So yes, anytime it's relevant information as your house, did your house lose 10% in value, I'm gonna open that one up, because it's relevant to today's day and age. But yeah, just in general, just barfing out like market updates and interest rates, I mean, you have a better chance of turning people off than you do nurturing and deepening the relationship. So ifa real estate brokerage or a real estate agent has a really good automation tool for their email, it needs to be linked up to their website. And it needs to be tracking what their contacts are doing. So most automation tools will give you a script that you can put on the header of all your website pages, that will tell the system that hey, one of your contacts just visited this page, one of your contacts just did this and it'll track their behavior on your site. So then you can tell that, hey, this contact just went and was started looking at our MLS listings on our page, we should probably reach out and do stuff with them so you can see what they're doing. And that's how you can really determine if that people who've you've worked with in the past or you met through a networking event, are ready to actually talk about doing something in real estate that allows now you can reach out with that, hey, love to set up a time and talk to you. So you're looking at the house on Fifth Avenue, you know, I'd love to set up a showing for you. There's all kinds of really cool behavioral stuff you can do. If you have it set up. If you're just blasting out emails to your list. It's like, you know, throwing throwing stuff at the wall and hoping something's gonna stick. It's like, Alright, here's my message, please, someone answer me. That's literally what your marketing person is doing for you.So like, so to put some perspective, you guys are glad you guys are on my list. I'll email these podcasts episodes every Saturday. And that's like my nurturing. I'm just adding value. And anytime I create content, I'll send that out but it's value added it's tip added. And then once in a while I'll try to sell you guys on something but I'll run like a promo. But if I don't keep up the nurture the promos less received. You have to do a little bit of the jab, jab, jab, jab, jab, jab, you go for the kills and whatnot once in a while, but you don't need to do it every single time. And you shouldn't because it's not valuable for other people at all. I did talk about work like having an effect About work with your wife every day, what would happen? She would stop talking to me. Well, what do you think happens? You just talk about work with your database every day, they tune you out to and that's when they cheat on you with another real estate agent. So don't overthink this shit. Like, it's common sense. But it's just relationship nurturing, when you're Yeah,exactly. The other thing you really want to be watching with your list to make sure you are hitting the right cadence with them, is paying attention to their engagement rates, you know, who has engaged within the last 30 days who's engaged within 60, who hasn't engaged for 90 days, and after the 90 day period, then you really want to put them in some sort of reengagement campaign to try and get them to start clicking and doing stuff again, or just get them out of your list and stop sending them as often content as often. Because it's actually going to hurt your deliverability if you're sending a ton of stuff, and no one ever opens it. All they eat. Thankyou. Thank you. Can you say that one more time and give them a reason why because here's here's an issue, like people realtor's. There's different databases that they'll have, right and even lenders, and the warmth is like you're the people you invite to your wedding or funeral. That's what I'm talking about a nurturing and what Kevin's talking a lot about our leads and marketing, advertising and prospecting. And if you have people will come to us because we have an email software, people come to us and they want to upload, we have to put a governor on there that they can't upload more than 500 contacts. And the reason for that just meant to be nurturing. Because they'll upload 5000 contacts, a bunch of people they've never, they have no idea who they are, and then they spam them. And then it kills the deliverability for everybody else. So it's not about quantity, you guys, it's about quality.Exactly. So there's Mike, you're exactly right. There's two different types of email, there's cold email, where you're trying to prospect you've never met them, they have no clue who you are, and you're trying to get them into your world and click through and to opt in. So you can get into the permissive world of email, which is where you want to be, it's a way more profitable place to be for email marketing and sales. But, you know, I work with clients that have lists of 20,000 emails, you know, my biggest client has a few 100,000 emails in his in his list, we don't sell into to the entire list, we never do the bulk mailer, because all the email providers talk. So Gmail, Microsoft, Yahoo, AOL, still out there, they're still talking to people. You know, Mike, all the different Microsoft, MSN, they all interact with each other. And they tell each other Hey, so this email, you know, we're seeing a ton of them, and only 5% of the people are opening them. This must be junk emails, not relevant content, no one wants to see it's another not even going to put it in the inbox. Or they're going to see, you know, the other thing that is horrible for your deliverability is if you go online, you see one of those gurus on Facebook, saying, hey, use our email, swipe file and up your opt ins by 100%. Or whatever their line is. They track content, they're gonna say, Alright, so we're seeing this exact same content coming from multiple people, it's probably spam. So you need to that you need to be really careful about how you're sending to your list and making sure we always send to our most active people first. So they get the email right away. So that then that tells the email providers that oh, you know, they sent out five, 5000 of these and 3500 people opened it, we're going to make sure all the future ones get delivered. Because this is actually really good content, people want to see it. What isa good open rate for people to be looking at on a cold email list?So open rates are really kind of fucked right now. colorful language, sorry.So no, you're on this show. It's all good. This has got a rated rating right next to it. So.So a few months ago, Apple made a change to their privacy policy and how they interact with emails on all of their devices. So now, the way it used to work was they wouldn't download your content and load the pixel that's in emails and tracks opens until you actually open the email. Now, they preload everything. So it's theoretically possible that if I segmented out my list and sent a block of email to only Apple users, I would get 100% open rate. And maybe a fraction of them even saw it. So it's really that is really killed the open rate before it wasn't even really as accurate because every client counts opens differently. So like on Outlook, you can have that preview pane, you know, I scroll through my email list and it automatically opens. Is that an open or is it not? Is it not an open so open rates are really a vanity rate, vanity metric, and now they're pretty much worthless and we've stopped, even really paying attention to them for most of my clients. We now Really focus on the click through rate. So it's really important when you're sending out emails, you're sending them stuff that they actually want to see. So they'll click through and look at it.What? What do you like to see on CTRs? Ah, thatis really industry dependent. So like it the click through rate for it is like 29%. So, it really depends on what you do. And it's really what the goal is, you know, you set the set the standard for what your email list is currently performing at. And then think about Alright, so how do I raise it a percentage point? How do I get that up at 5%? And how do you continue to improve it? So you know, doing the split testing, the AV testing is really key, you know, testing what it what the words are on the button, what the call to action is, you know, which ones get people most engaged, and then making those little incremental changes along the way as how you how you really get your open rates to be in that, you know, you know, industry leading where you have the bulk of people are actually doing it, as opposed to just looking at it reading and saying, Oh, that was cool. And then moving on with their day.A lot along for a cold email list for people that are prospecting and generating leads, how long should that emails be is a question we get a lot, is there a length of time and then we'll talk about subject lines and the importance of those next,so the length of the email, short, three to four paragraphs, if I'm going to do a cold email, and I haven't done cold email for a while for anyone. But when I do cold email campaigns, you know, we're really looking at like three to four paragraphs, you know, really short one or two sentence paragraphs, if I have to scroll down the page, I'm going to stop reading, if it's not someone I know. So it needs to be something people can digest really quickly. As far as how many emails I will usually do, right around five is kind of my my key area that I'll do I have done up to seven. But five is kind of the number I'll do, I'll usually start off with a couple of days right in a row. And then I'll start slowing down over, you know, extended every couple of days and every three days and you know, on a weekly basis,and then by an opt in someone who asked for your email and opted into whatever you're giving them away.Once they've opted in, I'm going to usually have some sort of specific campaign geared towards what they opted in for. So if someone opts into my my stuff about sales process and content, then I'm going to have a five to six email campaign that follows up with them with just further content. And that's going to come and I'm gonna let them know right away, hey, I'm gonna send you over the next five days, I'm going to send you five more emails with this type of stuff. Yeah, and the first three or four, usually, the first three have no call to action, other than getting them to click through to read other content on my site, or showing them hey, if you like this, you might like this stuff as well here, go download this thing. Email four, and five is where I'll start actually asking them to, hey, you know, if this makes sense, let's set up a time to meet and we'll start trying to get them into my calendar and try to get them to engage more on a one to one basis.So one of the books that I loved reading, was by Marcus shared and it's called you ask you answer. And it's about the biggest thing I learned I read a couple years ago, but was on how he was selling saltwater pools or fiberglass pools or whatever it is, but it was cool is that they would set and they did a study on this, they would send the lead content prior to the actual demo. And it increased sales. It increased their like sales percentages by by a boatload like, and they were just pre selling the person so like, most times, like when agents just immediately if someone asked for a list of homes, they immediately think they have to go into sales mode. What are you looking for? What can I help you with when you're looking to buy, as opposed to saying, Hey, here's some things that you want to know, before you buy this house like so if you're looking in ABC neighborhood, one of the things you're going to be concerned with is it's really bad for termites. Here's a couple of tips that you may want to know about that. Yeah, the next place might the next thing like give them warnings that nobody knows about because that's valuable. And they're like, oh shit, but you got to date before you get married. And that's how emails, how he's explaining it to he gave you guys a very clear format and then the context of those emails. What's the subject lines? Talk to me a little bit about that. People always I love subjects I think it's 90% of the email. But what is your opinion on subject lines? How do you come up with good ones,they are super important while the open rate is a vanity metric. It's you still gotta have a open your email. So there has to be something that gets their attention that open that subject line is that first thing they're gonna see. So like the subject line we use for Donnie for that email. Oh my god, I'm so sorry. I'm gonna ask you know that People are going to open it just because they want to see what the hell's in the email. Yeah, you know, and whether they know, Don, you're not doing what, what, why? What did you do, and they want to know, there's got to be a story. So it's got to be something that's relevant to them. And, you know, like, you're there. One that you said, Has your home value dropped 10% Something that's really relevant to them, they're like, Well, who got I, you know, I don't know what my home value is, has it dropped with the, with the changes over the last month, and it's it don't use words like free, it's got to provide the value, you know, it's has to tell them exactly what why they need to open this email,you like emojis and subject lines.I am not an emotionally person, but they are shown to actually work, you know, people, they, for some reason, email subject lines with emojis do have a higher open rate, I don't know if it's because a shift in the demographic who's getting the business emails and, and that type of stuff. You know, I don't know if emojis are word for and my mom and dad who are in there, you know, almost ad. But for my, my niece, who is now a teenager, she would totally open an email with a subject line that had emojis, so I get it. Again, it goes back to knowing who your client is and who your list is, you know,if which goes back into dial in your own authentic way of communicating before you create any of this stuff. Yep. So you just do it over it.Yeah, you know, if you're, if you're emailing to 50 6070 year old, you're going to communicate in a completely different way. And it can differ a different tone, then if you're interacting with a 20 or 30 year old, you know, because the both generations communicate differently, they use different words, there's different expectations about how you should interact. And you have to understand what those norms are. And that's part of writing your content, is having the right tone of voice so that it matches your personality. But then it's still it works with the people that's reading it. You know, if I go up on a stage to speak to a bunch of business owners and I start rapping, when the while that would be humorous and really humiliating. For me, it's probably not going to be as effective. As if I'm talking to the key things that they want to know and interacting with them on their level. Yep.Well, I get man, Kevin, any closing thoughts? Do you want to add any final tips and then we tell people where they can find you?Yeah, the biggest tip is be yourself and your writing your email stuff, don't try and sound like you're this really high powered your ad agency copywriter. You know, it needs to sound like how you will sound when you're actually talking to them in person. And be yourself because you're going to attract people that want to do work with people like you. You know, if you're putting on a completely different air, when at business and you're completely someone else at home and alone, you know, it doesn't work.It's like when the real estate agents have like the glamour shot from the 1980s. And they still have that on their business card. The client shows up to the restaurant, they can't figure out who the hell's there because it's not the same person anymore. Like who the fuck is that? Yeah, it's not the person I called.I had a LinkedIn meeting the other couple of weeks ago was someone that I looked at their LinkedIn profile. I'm like, sweet, they jumped on the on the call, and they were actually 20 years older. Now. I'm like, why are you catfishing on LinkedIn?Like what the hell so and you have a gift I understand for people once you tell them what they can get from you.I do I have a gift for all your listeners. If they text the words, sell smarter to 612-429-4298 I will send them a list of questions they can use to help map out their clients buying process, and a guide to what content is most effective for each step and their sales cyclesuite. Once you go into also where your website is they will look you up conductor you on social and all that.Yeah, my website is www dot time, dash hyphen dash target.com. So time on target.com, with hyphens between all of the words.Love it. Thank you, man. Appreciate your insight. And thank you guys for listening to another episode of real estate marketing dude podcast, because we talked a lot about authentic and being authentic and dialing in your brand. And a lot of you guys are stuck getting on video because you don't know what that is yet. And it's impossible to do it consistently over time without first dialing in whatever you're going to be talking about. But people don't listen to what you talk about. They remember how you talk about it. So that's the importance of dialing in your video strategy. And if you need a real estate marketing dude to go ahead and do that for you. Visit our website at real estate marketing do.com We script at a distribute and put you on the map for all of your video content so that people stop forgetting about you but more importantly start relating with you so you can start attracting clients versus chasing them. That is real estate marketing do.com real estate marketing do.com And we'll see you guys next week peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation so Simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are talking with Ryan Dranginis and Chris Wesser about their new service, Bid My Listing. It provides transparency to real estate agents and sellers, allowing realtors to bid on listings, not leads. Sellers get the chance to choose from multiple realtors and decide which is the best fit for them. Ryan Dranginis, Chief Marketing Officer, and Chris Wesser, Chief Strategy Officer, are part of an exciting new tool for sellers and agents; Bid My Listing. Be sure to check out their website and social media platforms at BidMyListing.com.Three Things You’ll Learn in This EpisodeWhat is Bid My Listing?How it benefits both agents and sellers. How it provides transparency to the selling process. ResourcesCheck Out Their WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies andgentlemen, welcome another episode of the real estate marketing dude, podcast. What we're talking about today, folks, as Welcome to the shift should happen. So shift happens during the shift, this will be my second one and my career. And there's a major and major opportunities always within shifts. So what I like to say market shares are taken. Because when things are going really good, no one really grows except the ones doing all the deals. And when things start going a little better, a little shaky, there's opportunity for the rest of the people, the most of the people to get in the office or get into the business and make some traction. So we're story today, interruption is here, guys. This is my neighbor I have on the podcast, but he has a company that is called Bid my listing, which is a new listing service for real estate agents. And they're making some waves. As a matter of fact, one of my old friends from Chicago sent me a message on Facebook the other day, he's like this fucking bid, my listing thing is got some traction, I feel bad for the real estate agents out there. And I'm like, well, they're not trying to take real estate out of the agent out of the deal. They're trying to work with real estate agents and give sellers a new alternative to selling their property today, because that's what sellers want. If you guys have been on the show, you've realized that we have a couple things going on in the space as well. Owner advocate, we offer seller multiple options, and no one hires you for what the hell you do. They hire you for how you do it. So we're gonna dig underneath the hood, see what these dudes are up to. And I'm gonna tell you why you should sign up for their service by the end of this because it's free, and you have nothing to lose, and you might get a listing or two. So I'm gonna be coming with some value today. Without further ado, gentlemen, why don't we introduce you guys to the show, Ryan and Chris, why don't you guys go ahead, introduce yourselves. Tell them who the hell you are. And let's get into it. All right,awesome, Mike. Number one. Thanks for the intro number two. Thanks for having us on here. You've got some cute kids and some good smelling barbecue that I constantly see out there in the street. So nice to be chatting with you here on the pod.What else do you expect from a bunch of Mexicans?Good stuff. So I'm the Chief Marketing Officer of Bid my listing. Really excited to be here talking to you and everybody who's listening in the podcast. We are a place where you can buy listings, not leads, and we can talk a lot more about that. But disruption is the right way to position it. And we're you know, we're feeling good about where we are for the shift. So excited to chat here. Thank you for having us.grisco Reddit. Yeah, sure. Thanks, Mike. Like Ryan, super happy to be here. My name is Chris Weser. I'm the Chief Strategy Officer of bid whitelisting. And my job is to kind of make sure we have world class practices, world class people, so that we can deliver a world class product to the world and really thankful for the team we built. Super excited to have Ryan on board because he's crushing it. And we're watching progress happen every single minute, which is cool. What does what has been my listing and why is Josh Altman all over my Facebook feed?That is a great question. And number one is all your Facebook feed because we are good at retargeting you. But number two, Josh Altman is the co founder of good my listing. But my listing is a place where real estate agents can find listings, not leads. So that you know our mission is to help people make smart decisions about real estate. And when I say people, we're talking about home sellers, and we're talking about real estate agents. So the experience on Bid my listing is pretty simple. I come to bid my listing.com type in my property address in a couple of clicks. As a home seller, I can put my listing up for auction. And as a real estate agent, I can come to bid my listing and see real estate listings that are up for auction in my area. So I can place a bid on that listing, I can specify a payment of cash upfront that I'm willing to offer that home seller for the opportunity to represent the sale of their home, specify my commission amount or listing term. I can talk a little bit about my marketing plan and why I'm the perfect fit to sell that home for that home seller. Click a button and the homeowner gets a chance to review the bids and hopefully selects you as the winning agent and you guys march off happily into the future. Sure.So I'm a seller. I want to list my house, you guys. They call me you guys. You say, Alright agents, here's a house who wants to bid on it. And then highest bidder, whoever that necessarily has been or whoever the seller wants to choose to represent them. And this agent would pay for that listing. And now they have a listing. Yep, that's That'sexactly it. So Josh Altman, in our co founder, Matt Perlman got together, Matt was actually selling his home, he, he lived up there in a beautiful property and lawn was good friends with Josh, they went out to dinner. And Matt was like, Hey, here's what's happening, I got a bunch of agents coming to my property, you know, walk me around my house, tell me how awesome they are sitting in my kitchen table, pitching me on whatever the you know, however, they are the best fit to sell my house. He signed a listing agreement in the agent took off went a different direction. And, you know, try to find a bunch of other listings for for themselves. So Matt got together with Josh and said, hey, the process is broken. The way that we fix this is by providing transparency in the process. So they could bid my listing as almost a digital version of the kitchen table, where the home seller is going to receive bids, and the home seller has the opportunity to select the agent that's the right fit for them. So not just based on cash, not just based on commission, but based on that agents reputation, and their plan to market that specific property.So, folks, what I want you guys to get out of the show is that sellers wants something different. The truth is 99.9% of you fucking guys are offering the same damn shit. Hey, I'll put your lesson in amaryllis, I'll put a sign in here and I'm gonna sit there and pray for a buyer to come. And then I might have some open houses and kick you out on Sunday. That's not a marketing plan anymore. And it does not guarantee or warrant five to 6% Commission anymore. Sellers aren't commission compression is a real thing. In Phoenix, you guys, you could talk to my partner out there, the Commission's is getting down to 4%, four and a half percent. And you have the appetite is out there. There's a reason why you have big tech. You have these large funds, these corporations, he's known as I buyers, you have transactional funding, you have fixed endless companies, you have, you have Wall Street involved in real estates and asset class today, which has a lot of interruption. And companies like this are going about to eat your guys's lunch. And the reason for that is because they're doing something different. That's all anyone wants. The only industry that hasn't changed in the last 50 fucking years has been the real estate industry the same way you sold the house and 1950s Exact same way you sell houses in 2022. The car industry has changed. I could go buy a frickin car out of a vending machine today. But yeah, when I saw my house, it's been the same damn thing since our parents bought their first, isn't it? Has anything changed in the real estate industry? Ever? On the listing side?Yeah, so I like to think about it. So, Chris, although I'm a Marine, and he's an army guy, and I don't like to say nice. But when I initially met with Chris, he has a really good, you know, strategy and has done a lot of research on the market. I'll let him talk a little bit about the money that's being spent at the top of the funnel. And kind of how we think about the industry ultimately being able to help agents do what they're good at, which is connect with home sellers directly and provide an incredible experience during the sale at home.Chris is sure what the number is saying what your research as it came out to this idea. What do sellers want?Yeah, so so Like Ryan said, So Matt Perlman, our co founder was selling his house, he realized the interests are not really truly aligned. Right? Number one, number two, you just mentioned the word asset class. No one had ever treated the listing as an asset before Matt, being a serial founder who's incredibly insightful about things like that said, Wait a minute, my listing shouldn't be an asset like these people want to go make commission from my house, they should pay me for that opportunity. I should have something up front for that. So we developed Bid my listing. And once we got started about a year ago, and started digging into the numbers, and substantiating sort of where we thought we could be in the market, something popped out at us. And that is today, agents spend about $22 billion a year in marketing to secure listings, right. So they do that through all of the standard channels, that most agents can't tell you how it works, or why it works, right. They're there. They're giving their money to digital marketers and others who are hopefully delivering them leads that hopefully turn into listings. So what we realized is, wait a minute, we can just bring the two parties together directly. The agents can spend that 22 billion through our platform, and they can buy the exact listings that they want, right and with our sort of matching algorithms will be able to match the buyer and the seller and the agents so that you have the best data truly the best agent for you and the homeowner is going to get some cash up front, you know Agent has skin in the game, you get compensated for that asset. And the interests are truly aligned. So that was the theory. What's really cool and Brian can speak to this better than me. As we're watching it play out and we're and we're pushing, you know, marketing dollars out there into the world ourselves and bringing people in. The value proposition is so overwhelmingly good and the interests are so overwhelmingly aligned, that our that our marketing spend is just more efficient than anything you're seeing out there in the market because people love it. I loveFirst off, let's be honest, 90% of agents who are buying leads, don't even call back any follow up on them, but they just don't know what's wrong with our industry. But, and you guys know this, like you guys will get leads, but you don't follow up with them. And then the other problem that so many agents have in the online space, at least with digital marketing is they don't have the either technology, the wherewithal, the skills, the autoresponders, the lead capture tools to actually effectively do it at high scale. And you're right, it's very expensive. And that's why most people don't do it. They lack skills, or they lack the knowledge. Many, many times and you guys are solving that for agents, because you're right, an agent that is going to try to go out on Facebook ads and generate, you know, we have some contract costs up to 700 $800 for to acquire a listing contract, you could determine if you really know what you're doing your cost of acquisition for listing contract, but 99% I just don't understand what I just said. And it's right, and then you just end up we just throw we call wishful marketing, right? Yeah. So my own agents on my team is like, Mike, I'm gonna go out there and go farm this area. I'm like, bro, you have 5000 friends on Facebook. Why are you gonna go farm a bunch of strangers? farm that people you know, they all have a referral for you. So we spent you're right, we spend our money carelessly. I think a lot of the reasons we get paid a lot. And we do close a house. Like shatters 20 grand myself throw one at this. See what happens, right? But no one is approaching adspend in a business mentality. Very few people. Yeah, yeah.100% agree with you there, Mike. And if you if you can look out your window and see my whiteboard here on the wall. The way that we like to think about it is so you're looking at a marketing funnel, right? top of the funnel, you have people that are thinking about selling their house, bottom of the funnel, yet people are actually doing something, there's an entire industry hundreds, if not 1000s of companies that exist in that funnel that are helping real estate agents get those thinkers to the point where they're doers, the way that we're approaching the industry is we're taking that funnel and we're overlaying a tee on top of it. And we're saying to agents come to us, we're going to connect you with those doers. We're going to connect with home sellers that are ready to transact. And we're gonna allow you to focus your time and most importantly, your marketing dollars on the thing that matters the most, which is getting in front of those home sellers, knowing your ROI being in complete control of your marketing budget, sitting down on a Monday morning and saying instead of spending the week you know going out and working my farm knocking on doors doing all the things I want to do acquire home sellers. I can sell my calendar not am on Monday morning, I'm logging into my listing. I'm deploying my marketing budget to get seller listings. And it's you know, it's that simplekeep turning my mute on here, guys, but what do you guys think that I like it a lot. I think that I'm I'm curious to know what your research shows on and I'm sure Chris sounds like a really really smart dude here. And I'm sure you did some research and you guys did stuff of what sellers want. What do sellers want today from their agents? Do you guys have any color on that?I'll take it past that. And on the Chris of the, you know, I mentioned we're Think of us as the digital version of the kitchen table. So you know right now I can pull up my phone, I can click a button and you and I can have a burrito delivered in the next 10 minutes. I can click another button and Uber picks us up and brings us to downtown Encinitas. You know, the world is used to transparency the world is used to removing friction. So digital products that are removing friction, and that's what homeowners want. So homeowners want to sit down, they want to treat you know, they want to treat the sell their home like it's the most one of the most important business transactions in their life and be able to see transparently, I want to see 20 agents who are bidding on my listing I want to see their reputation I want to see their marketing plans. And you know, I want to I want to be able to make a decision smartly. I want to make a decision on my terms and that's what we're providing to a home sellers and that's that's what's really resonate and that's what they're loving about the platform.What I like about this is I used to lose a couple of listings to little cousin Billy who just got his license a little prick or Aunt Susie the realtor, you know, every year this happens to agents. This is though such a USP though I could see that occurring. Because with anything you guys you have to first generate attention the first time you get the opportunity pitch your business, whatever it is in any business if you don't generate the opportunity and I Think what the interrupt is like, hey, I'll buy your listing or I'll pay for your listing. Like that's sexy. Like every seller just say, Wait, what? I'm gonna hire a realtor anyways, they're gonna charge me five or 6% of your time me, I'm gonna have a way to get my best, the best realtor out all of them, and then they're gonna pay me to represent me. And then they're that means that they're gonna fight for it. So there's a very famous tagline by LendingTree says when banks compete, you win. It's very similar, right?Yes, yes. The tool, Priceline adage says thatPriceline Yeah, when banks compete, you win. Was that Priceline? Travel? Travel? Travel? Yeah.So but it's, you know, it's the same exact thing. It's, it's giving homeowners you know, both transparency, flexibility, and they be able to make a decision on their terms. And it's, you know, one of the stats that we pulled is 75% of people that are selling their home meet with less than two agents? And are they're basically making a decision, because it's easy, you know, like, if, without my listing, you know, I'm going to call up the first guy that drops me a postcard, or the first guy that I see on Facebook, or I'm going to go ask you, Mike, across the street. And yeah, you know, refer me to or yourself. So the, we're helping people make smart decisions, which means, you know, I can pull on my phone and see all the the price of every stock in the US or, you know, whatever I want to see, we're helping home sellers do the same thing.I like it. I like it. I just it just, it's it seems so simple. But yet so effective, you know, and you're just like, Why isn't anyone thought about this before? But again, it's because we're a bunch of dinosaurs. No one's ever done anything differently before. And anyone who's doing anything differently is getting buzz and the buzz is what you need, especially in a shift like this. What do you got? What do you guys think's gonna happen? With this market? Right here? We're seeing the shift some places more than others. I'm seeing that all over the country. How do you think this plays in into all of that? I think it's a positive for you guys.Yeah, I mean, yeah, I'm too I think the you know, there's inventory constraints across the board. That's something that we're, you know, we're all dealing with the, you know, what we've found, in our early days of working with a bunch of different home sellers is this number one, it solves a real problem. So inflation is on the rise, putting cash in the homeowners pocket is a good thing. Number two, it's a very effective tool for people that are publishing listings at scale. So you know, there's a shortage of housing across the board, new housing developers, it's a very efficient way to get their listings to market. So whether you're architect developer, big builder, there's a lot of traction there. So you know, I think, whatever direction the market decides to go, we're gonna be well positioned to receive it.I like it. Any other things that you guys think you want to add in on here? And where do you guys find most of your sellers at? Is this all online marketing? You guys doing a lot of different channels? How are you finding sellers? What are you targeting? If you're willing to share any of that?Yep. So I think an important caveat here is, we're you know, we're early days, I've been my listening. So we officially launched the platform on June 2, we've seen tremendous traction, most of our marketing to date on the home seller side has been primarily direct response, you know, using Facebook, and other digital channels. It's an incredible for us to have somebody like Josh Altman, as a co founder, he has an incredible sphere of influence that he's been activating for us, which is, you know, which is great, especially on the agent side, keep an eye out for us agents in the National Association of REALTORS publication that's coming out here in a couple of days. So we'll be doing some introductions there. So the important thing on the marketing side is the word network product. So you know, a lot like Tinder, where if there's not two people that want to date in an area, then the product doesn't make a lot of sense. For us, we're a network product. So think of us as an extension of your marketing team. You come to my listing, you sign up, it's fast, easy, and it's free. We see a concentration of agents in a zip code, and we go out and turn our marketing laser on that zip code, and we're acquiring homeowner listings. So and we've, you know, I feel like Chris alluded to it. Right now, positioning is Get Paid cash upfront and make a smart decision about selling your home really resonates. So it's been a real good interaction in the early days.Yeah, so different. Chris, how about you?I guess the one thing I would want to add because this is just it's resonated with everybody I've spoken to I spend a lot of time speaking to VC analysts to spend their entire lives studying this industry. And the thing that really really resonates a lot with me is today if you look at NAR, NAR says that agents spend somewhere around 75% of their time hunting for business. And to me, it's just really, really cool that agents can now spend 99% of their time selling listings that they buy on Bid my listing. Anytime you talk about that with with economists, they just see that as a massively disruptive thing, because it allows the agent to spend the vast majority of their time doing what they're really good at. And it's kind of kind of one of my favorite pieces of the entire company's puzzle.Like it. Why don't you guys go ahead and tell them one more time where you could get any other closing thoughts you want to add in here. But make sense, folks, this is very simple. These guys are doing some different setup for their stuff. But regardless, you have to do something different. You don't get noticed. That's what this is all about. Differentiation is a good thing in real estate because everyone's doing the same thing. It's not that hard to stand out. There's only one real estate marketing Dude, that's done on purpose. Right? There's one other dudes out there. And that's done for brands. I get it all the time. There's a reason brand matters. USP matters, differentiation matters. So go ahead at right once you guys close it out.Awesome. Well, again, thanks for having us, Mike. we've chatted about this over beers and excited to be talking about it. You're on your podcast. For everybody who's listening, signing up for bid my listing. It's fast, it's easy, it's free. Go to bid my listing.com. Follow us on Instagram. You'll see alerts come out. When we have listings. If you sign up, you'll get alerts when there's listings in your area. But we're here to make a real change. We're here to help agents deliver a great experience to home sellers. And we're excited to be here and look forward to seeing you there. My listening.Sir, I appreciate you guys. Thanks for coming on to the show. And thank you for listening to another episode of Real Estate Marketing podcast. Folks, if you want to build a personal brands very simple script, edit and distribute your videos and put you on the map. Real estate is not hard. It's a giant popularity contest. And the more people know who the hell you are the more opportunities that arise because 10 to 15% of them are moving this year and 100% of them have a referral. And the one they always hire is the one they know first and foremost, at least to the tune of 80% So visit our website at WWW dot real estate marketing do.com Subscribe and schedule a demo with a dude quit waiting. What are you doing schedule now? Thank you guys for listening and we'll see you next week peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcasts. We'll see you next time.Transcribed by https://otter.ai

We have a returning guest today and you might have seen him recently. He just launched a viral video called "All the Listings," a blink 182 remix.Colin Schindler, better known by his alias the Robed Realtor, ranks in the top 1.5% for transactions in the US. He stars in a Blink-182 parody video which quickly went viral.Three Things You’ll Learn in This EpisodeHow authenticity boosts your marketing.How to look at yourself as a brand.Why do people need to relate to you?ResourcesLearn more about Colin SchindlerLearn more about David CaseyReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them.Let's get started What's up ladies and gentlemen, welcome another episode of the real estate marketing dudepodcast. We got to return guests today and you might have seen him most recently. He just launched a viral video. I believe the title of it is called all the listings and as a blink 182 remix I mean I've tried a couple of music videos myself and I don't have a good voice by any means. And I just completely bombed on him but this fucking guy comes out does it was a legit music the the music sounded well it was good like it was it look, I would listen to that song. I would play it on the radio. So the sound was good. But the production was hands down like awesome. Like it was well worth the amount of time and energy I'm sure you put into that. So without further ado, we're gonna go ahead and welcome back the robed realtor Mr. Colin Schindler.Thank you, Mike. Appreciate you having me out again. And you know, kind of staying in touch the last couple of years been a crazy wild ride in between now and then and so it's great to be back in town. I'm gonna this music video.I'm going to tee up because you're on the show we were just talking about before we hopped on here you're on the show in May of 2020. And we'll get to the video in a second but what what were we talking about on this show guys is how to embrace your personal brand and screaming from the fucking rooftops quit overthinking. What are they going to think about me? Oh my God, should I really do that? Oh my god, some people might think that I'm unprofessional. Listen, guys, the entire world marketing is about grabbing your inner beast, the inner authenticity from within yourself and just let it rip. You know, have you ever noticed that? It's not the professional content that gets all the views? It's the funny shit. It's the entertainment stuff. It's the stuff that all has one thing in common and that is authenticity. So when you get in the business of content creation, it works when you're authentic regardless of it's funny if it's serious and resist or it's not because authenticity is the one thing you cannot outsource you cannot fake or anything so Colin, when you came on the show originally you weren't talking about this robed realtor. But now if you guys go to his Facebook page, which I highly suggest you should follow him on all your social channels. You have this concept of this robe realtor now who the hell is a robed realtor? What does that even mean? It doesn't matter. Go look at his branding. Colin, let's start with the robe realtor first because this ties into the viral video that you just released. So like, robed realtor, most people don't have the balls to do that. Walk me through it.Yeah, so you know, maybe you can put a link to the last show. You know, that we did originally when I was first out I was brand new agent seven months into the business. And you know, obviously wanted to stand out how do you compete with the veterans of the industry? How do you how do you gain attraction especially with everybody having something to sell? And using Facebook and Instagram as a personal promotion page? First and foremost, what what do I get to do to stand out so just kind of by happenstance, I pulled my bathrobe out and shot a my first transaction was a listing thankfully, I got very lucky there. Shot a listing video in my bathrobe sipping on coffee. Oh, thatwas your Topsis that was your first listingfirst listing first transaction first video and heand he rolls out in a robe like who does that? Nobody. But that's exactly why you're one of the top agents in not only state of Wisconsin but in the country with transaction counts right now. See this entire business is based upon popularity attention if you don't have attention, you don't have a business. All right, keep going. This is great.Yeah, so it is crazy to think about and see where it's transplant transpired. So brand new years and seven months and two years ago, so not even three full years in the business yet. One of the top 1.5 As far as transaction volume and it is solely because I broke that bathrobe out gathered a large large amount of tension. So I kind of fed off that and I kind of kept using that and developed it into my brand my persona of the road Realtor you know it people have stuck with it and it's been something that I've been able to leverage and you know, it's become my brand. I've been able to do other things. I haven't pigeon holed myself entirely into that. So I think I think that is very important. If you're brand too, if you are going to pick this image, this persona, niche is very important. But you don't want to be so specific that you're not still attracting people. So you don't want to be so specific that you're not doing something different anymore. So that is always kind of been where I've been at, you know, the road realtor doesn't necessarily just show up in the bathroom all the time. The road realtor is kind of this mysterious person where I always tell people, other agents, especially my goal with my videos, the content that I put out, when you see that thumbnail on my Instagram, or my Facebook, I literally want you to think, what the fuck is he doing next? Because that's what attracts the viewership, people aren't going to watch if you know, he's going to be in a bathrobe sitting in the bathtub, doing what happened. You know, we've seen this one 100 times before. It's something a little bit different every time and the road realtor is that it's kind of just a mysterious guy who's having fun in a bathrobe, or maybe something else.So what I like about it is that you're talking about your brand in third person, which is hard for many people. That's the number one reason like when we get somebody come in and we start working with somebody, nobody knows what the hell their brand is. And the reason for that, guys is because most of you don't look at yourself as a brand and understandably so like I look at myself as a dad, Father, follower, Christ. I likes the bears. But I don't realize that that's my brand. But when people like what he just said, right there, you guys are super important is that people first have to relate to you before they can ever do business with you first, but before they can relate to you or do business with you, they have to remember you. And if there's two people that I'm going to just come across, and I'm just going to think that just think of conversations I had 10 years ago, and I met two realtors, and one of them calls himself the role real robed realtor, the other one calls himself John Jones. Well, I'm sorry, the robed realtor has my attention. And attention is marketing. And in a popularity contest, like real estate, where 10 to 15% of the people who see your content are moving this year, and 100% of them have a referral for you. The game is very simple. And it's not theory. It's based upon mathematics. Colin just had a video that got what are you at 125,000 views right now.So there's two different versions, there's the Facebook version, and there's the Instagram version, I think both are around that 130,000 mark, so over a quarter million views betweenboth video and that's within like a two to three week timeframe. So I mean, if you guys really I know this is a local business, but statistically from those views, like I chase views, I don't care like views and engagement, you get more views with engagement, so they go hand in hand, but just do the numbers on that 10 to 15% of the people who see that video will be moving 100% of them have a referral. Now, not all 250,000 of them are going to be in Cowen's market, but it doesn't matter. Have you gotten calls from out of statemostly from other realtors. So that that, that 250,000 numbers is a you know, a community of you know, real estate professionals mostly. But as far as people who you know, I'm employed Wisconsin, South Central Wisconsin have my Illinois license as well. So I can service about an hour bubble. There's some really big metro areas, Madison Milwaukee that I'm able to take care of Rockford, Illinois, where people from around the United States do have folks that are looking in these areas. So while I was you know, I, it didn't necessarily, I mean, obviously hit my sphere of influence, like crazy. And it is one of those just, you know, extra things, you know, a piece of content that I was able to put out for my sphere to resonate with and laugh at. And, you know, it's good for this area. But now with having the referral network, yeah, it's gonna be well, and realtors literally around the country and, and even even, it's crazy, even the world I received a voice message from someone from Romania the other day, so it's, it's cool. And it's I haven't necessarily seen because this is pretty fresh. So I haven't been able to capture an ROI off office yet. But it certainly does not hurt to have other realtors knowing who you are, what you do, where you'rein that with any videos can be very difficult to determine that ROI. Because these people might, you might get on everybody's radar, but it might be six to 12 months until you see it. But the point is that you got on their radar first and that's what always pencils, and what always works. That is really, really cool. Now here I have a couple other questions for you. Because this is what people struggle with on a daily basis. They're always like, I want to go back to where you said this is the first video you put out. How do you overcome the fact that what are they going to say about me? How do you overcome the your own demons in your head? Because this is what this is what stops everyone from doing what you're doing? Everyone wants to be where you're at, but no one has the balls to get there or willing to put in the work to do it. Now if we rewind to his hear what he just got right here, folks. He was on the show two years ago, he was seven months in the road realtor didn't come out to probably about 18 months ago. Give or take, right? If you're on the show two years ago, realtor just came out just after that. So maybe maybe just under two years, almost. But yeah, two years to build a local brand is just like, I mean, that's great. But you only did because you're doing it differently. So how did you overcome that? Especially as a new realtor? That's the most impressive part. Most people think they have to be someone they're not when they start off in this profession, and you're like, No, I'm somebody I am. And you're gonna like me or not? How do you overcome that?So I guess for me, and I want to be honest and upfront for me it is it is a lot easier for me. I did plays and stuff as a little kid. I'm like a golden retriever. I love being around people I love you know, the pets and the you know, Pat's, and all that kind of stuff. So getting on camera and being in front of people or in front of the screen and having people see my face hear My voice isn't necessarily something that I've ever had the hurdle that I've had to jump over. So I've been lucky in that regard. What I would have to say, though, to folks, because I do think about this all the time, I consider myself a marketer. First and foremost marketer realtor psychologists like that is that is my order, that is my job description. So marketer first and foremost, and when I think about it with my marketing brain, and I do I truly want to help other people, overcome their fears, and help them get on video and whatnot. When I think about it from a marketing aspect, and all the things that you see on Facebook and Instagram, because like I said, it's a it's a platform for self promotion. And, you know, dog pictures and cat pictures, and all that memes and all that other kind of stuff. If you're afraid to hop on there, because of what people might think people are going to think that for a very, very short amount of time. They don't have the attention capacity to remember what you did, they're not going to laugh at you, because you stumbled over a couple of words. They're not going to remember it. Even releasing some viral videos that I've done. Like, they, they get lost in the background. But it is that cumulative effect. People remember that they saw my face. Yeah, people remember that I sell real estate. So just getting over that hurdle. Just realizing that people aren't gonna remember what you're saying, or how you're saying it or what you look like, if you had a little bit of toothpaste in the corner of your mouth. Like, there's still videos that I do, I do a live video, I'm like shit, like, I go back and watch it. And I'm like, I had like some tooth, I don't delete it or take it down. Because it's whatever. One because people don't catch it. Because they're too busy to people. If they do catch it, they're not going to remember. But the cumulative effect of the videos that I'm putting out, they know who I am, they know that I do real estate, they're gonna call me. So there's really no reason. If you are one of those people that are apprehensive about getting on camera, it doesn't matter. It just it matters that you are doing it and that you were there.Love it. Let's dial into this video. Blink 182 remix. First off, what does that tell you? About three, four minutes.Three, just under three minutes, just under three minutes able to get on tick tock and everything to sodid. How long did it take to create script and cost in any order you want.So first of all, I want to shout out amazing guys that helped me put it together like would not have been able to happen without my buddy Andy, Phil Matt, their production company AP, AP and M media. Because this has truly been an idea that I have had since I got in real estate. It's been this was truly a passion project. So it was it was really cool that I've met these guys within the last year. And some other people that made some of the other connections like being able to borrow a private jet, being able to utilize an airplane hangar for an afternoon. So very lucky to have been able to met these people that can make this thing happen in the last year. As far as writing the song, so it's been an idea for four years. Finally, like when I sat down and wrote the song. I was sipping on some bourbon and it may bethe best idea maybe.Yeah, you know, lucid, I've got the creative juices flowing a little bit, maybe took two hours to write a song, you know, and it's like the Pareto principle for the song and anything like 80% of it happened like that. It was that last 20% that you know, takes the hour and a half so sat down write it these guys are in a band as well. So they tracked it they recorded the song I think I spent a couple hours in their recording studio. That's your voice right? It is my voice it's definitely you know, Ben blink rate too, is layered and auto tuned and so I'm I am not a horrible singer. You know, I have my my range andmy stone I would listen to it on the radio, but yeah, Imean, it's it definitely. I'm not a bad singer either. And it helped to have them kind of cleaning up and stuff so and having all that professionally done made it the production It was, I don't even want to know how long they went in and edited and taken all that stuff. Because then the next aspect of it took about 12 and a half hours of shooting. So it was a fullone a one day, or do you guys do multiple isone day. And the video actually almost did not happen. So, you know, that's the other thing too. Like, I'm not some viral internet star. I mean, this video went viral. Yes, but I'm selling houses like, like we talked about, you know, I did 6770 transactions last year, another 35 or so this year, the video almost didn't happen. I almost cancelled it because I was flipping a condo selling a bunch of houses. And I was just I was just too overwhelmed. So they talked me back off the ledge. And I was like, okay, we can do this thing, but it has to happen in one day. So yeah, the 12 and a half hour day of shooting and,and it was a total cost.So I promised the guys I wouldn't really talk too much about costs. One of the things that I am going to say though, is if you are looking to do something like this, you know, definitely find and leverage people that are your friends that can make it happen. They were when I met these guys and told them about my dream, they like all pulled up like a sleeve, like on their shirt or like their leg and like they'll blink ray to tattoos. Like they are absolutely obsessed. So it was a passion project for them as well. So, literally, you know, I would say that I got a really good deal. I pay pennies on the dollar for this because I mean, it's it's a 10s of 1000s of dollar production. Yeah, it's probablyyou could like you could that's probably a five to 10 Yeah, 10,000 approach on a budget. And a lot of times people were like, oh, and I get this all the time, like, oh, what's my ROI gonna be I'm not going to spend money on video of people who are scared to spend $300 on a video. But the What happens though, it's not more content that people that that do it. It's more impact the content you create makes. And a lot of people will come in our candidate Cory ball, who real estate marketing do we want you guys to do we want to do eight videos a month, I'm like, one, you'll never do that consistently to your burnout. And three, it's going to be boring to shit. It's not more content, I would much rather have one viral video than 40 videos. It's the impact that your content makes guys that really generates the attention. So it makes sense to go all in on a video like that because it pencils it makes sense. But people always think that hey, I'm just gonna go get on video because my real estate coach told me to go get video and check a box doesn't work that way falls on deaf ears unless you really dial in your message, your brand, your persona, and more importantly your authenticity. I love that dude, that's really really cool. What are you planning on doing next? And how much content are you creating a month with like rode realtor? Because you can't do one of these once a month? It's way too much. So what are you doing? What do you How is your normal monthly robed realtor marketing plan work?Yeah, so I guess as far as what's next for me, I'm still waiting for you know, Mark compass, or Travis Barker or Tom DeLonge to reach out and collab on something. So if anybody knows them, that's listening. Let's let's get them in touch. Now, so I would like to do something like this and let you know because it was fun. Like I said, Truly a passion project the the virality of it was a cool extra bonus for sure. So I would like to do something like this probably, you know, once a quarter or once a year I'm doing something this fun, this level of production quality. Other than that, as far as other videos, because because it really is about the consistency it is like you said the impact of the video is the most important thing. So doing my listings and again, like it doesn't have to be some crazy, super expensive production. You want it to be quality, you want it to be different you want your brand and you to stand out when you're doing these things, but you know, just getting in front of the camera. So I do a video walkthrough for all my listings and I do try and incorporate a flash of who I am, you know, whether it's shot, I've shot them beers on the porches, I've, you know, played played the drums and you know, just kind of doing goofy different stuff. So, continuing to do that for my listings. I've been very lucky to have a nice steady stream of listings. That's all the leverage thatthat provides the platform for consistency right there like I was doing Brad McCallum I think that's Brad's name brand apologist by all right, alright, McCallum so I had Brett, he Brad's on the show. And his whole video strategy is just the listings, and he's just really good on video. He doesn't he's not going out. It's just when he gets listings. He does a video but he's so him. His wife are so good at capturing attention. And I see that with a lot of yours. You guys don't have to overthink this whole thing. You know, it's a lot simpler than you think if you everything you guys do is content. Right? I mean, it's all content that I seen one where you were like in a listing if I recall and you're in a bath have, like sort of, like just relaxing in the robe. And then you're just that was like the intro, I believe. But I just remember the robe Realtor in the bathtub, like being a realtor. And then that's what I remember of that listing video, which is I just made that connection. that's top of mind guys.Yep. Top of Mind. And then, you know, it's like, well, what if I'm not getting listings? I don't I don't have any listings. That's, that's great. But I work mostly with buyers, right? Do this, okay, then, you know, I also try and do a market Monday update, you know, I need to be better about it. But getting on every Monday doing a live video talking about what's going out of the market, or things that I have coming up that I'm excited about, you know, and you do like, you have to talk about yourself, you have to brag about yourself a little bit, you know, you've got to be in front of people. So, getting a couple of pieces of content out a week, especially video is kind of Pinnacle, in what I'm trying to continue to do. And then you had that boy buzz recommendation the the last time that I forgot about that. That's cool. Yes, you know, sitting down, you know, just different stuff because everything is the same. So sitting down with local business owners talking about what they do talking about the community. I'll be bringing that back here soon toyou're going to do it in a robe.Probably not let us unless it's an establishment that warrants robe I actually did one last year at a medical grade esthetics is when they do facial facial treatments and stuff. And I was I was in my room for that one and I got a cucumber mask treatment, charcoal something or another. So yeah, if the business warrants the robe, that'll be there. But I wasI could I just picture this like kind of Billboard i 94, from Illinois to Wisconsin and Yoona robes because a lot more lacks relaxing north of the border.I like it. I like it. But I, I've looked into billboards, and I don't know whether I want a billboard for you know, an actual marketing and ROI return or whether there might be like a little bit of ego kind of involved there. You know, like, look at me on a billboard, I, I truly you need you need to spend money in your business agents, it's important. Like, you have to spend money to make money if you want to get to the top. But I'm also try, I try and be pretty lean with with some of that spending as well. And especially if you can create this sphere of people, which is the most important aspect of your business, you talk about it on your show all the time, you know, remind these people, you can do that organically, for free, and people will become your biggest advocates and share and tell people about you. Say I, maybe maybe you'll see me on a billboard the next time here.Do you buy any leads? On all your sources of business? What do you attribute it to? 60 To 70 transactions. So you don't have a team? It's just you and I believe your girlfriend, right?Fiance now Yonsei, congratulations. Thank you. Thank you. We brought I brought her on this year to help kind of run the administrative stuff in the background. But yeah, it's just been me up until this point. That'sa lot of transactions, guys. 60 To 7030 to 40 is a lot for an individual agent. Like a lot. I mean, that's a lot of it. That's a lot of work. You're busy, you're busy.It's a hassle. It's a 24/7 thing, but you're very lucky to be I'm very lucky to get to do what I do. I'm very passionate about it. It is a career and a hobby for me. So yeah, but yeah, most of that business is coming from my sphere of influence from people who know me and see me, I do pay for some leads here and there. Because I do believe in versus diversifying. I don't want to get wrapped around but I got I got the Zillow but a very minimal budget in a you know, for me it is more to stay, you know, to appear in search results and things like that. And yeah, but the couple calls that I get here and there maybe they turn into something, maybe they don't, but it is just one extra platform that I kind of, I feel like you're gonna be involved inone of the things I hear all the time is all my database already knows what I'm doing. I'm already doing as much as I can on my job is trust me, I'm getting the most amount of business out of my database. People tell me that all the time. And I go, Okay, how many transactions you do last year to be like 20? Like how many Facebook friends you have, like 1500 ago, dude, you got cheated on like 40 times last year? Absolutely not. You're not generating enough. None of us are guys. Like you got to embrace that because every single person knows someone that could refer you to each year on your Facebook friend list. And if you have 1000 friends and you didn't get 1000 referrals will tell you that not everyone knows what the hell you do for a living.Absolutely. And it goes back and it's attributed to kind of what we were talking about before. What I said before is people don't remember the space is so crowded and you talk about all the time they don't mean to cheat on you. It's just that other people flooded their their view space with their information, their content and now their their care,their attention. Everyone's fighting for the same thing without attention. You will never attract but also without content you'll never build a brand and if you never build a brand you're just a salesperson chasing another check. You can't run a business without it. That's how important content creation is becoming in real estate it's everything because you really care what doesn't matter are you getting hired because of your brokerage or you get hired because youhire because of me? Yeah, you know, I'm I'm not not taking anything away from my brokerage I wouldn't be able to do the things that I've been able to do without the amazing people I have around me. But yeah, it's it's it's me they they want to work with me which is you know, kind of one of the reasons why I love doing the solo agent thing. People are I built my brand my business on me being me and working with directly with with my clients. So it'd be hard to kind of pass that off to somebody elseso awesome dude. Super pumped to see all your success. It's been awesome to watch you grow. I see you on social all the time. If I don't comment a lot, I see you a lot of people see you just know that and keep doing what you're doing, man. What else anything else you want to add on here? I think I got everything I wanted to get out of you today. But what else you want to share with the audience here?Yeah, man, I, I just want people to know, like, again, I'm super appreciative of like what I get to do and if you're not doing it from a place of appreciation, you're not going to be successful. Anyway, if you do have the I'm firm believer that if you have ill intentions like you might do it and make it happen for a little while but you got to be humbled by what you do, you got to enjoy you got to appreciate it, we got to understand that it's not just you doing either it is i i do take a lot of pride in what I do and what I've been able to create. But I also understand that I wouldn't be where I am without the people that I've had around me to help me out that can make it happen. So I don't know anything about editing videos I don't really know anything about editing scripts I'm very fortunate where they kind of just come to me it my brain is more wired in that way. But if you're not doing video and you're not doing it because like you don't know what to say and you're you're just not wired that way then here's my point of view and like last point that I want to say is get you a real estate marketing Dude get you the people around you that you need to have to accomplish your goals because you can't do it alone.And there's another bit of wisdom and you might be too young in your career even know this yet but I will tell you every single agent I've ever come across as I've had four brokerages, three teams I've coached trained hundreds of agents we have millions of people on this podcast what a what never changes whenever changes on any of this shit is where business always always comes from but every single agent who starts making money it's usually around the three to five year mark telling you it happened to me my head blew up so damn big when I was making 50 100 grand a month 120 grand a month back in the day your head grows so big don't let that shit get to your head because what happens when you start creating content you start doing well like oh I don't need that video anymore. I don't need that thing anymore. And that's what happened to Colin he's busy I'm doing 70 Fucking deals on beer I don't have time to go out and do this video. What if you didn't do that video you know what I mean? Be humble you guys you guys will get you will make money in this business but when you do be grateful for it and don't start getting that ego because those are the agents and then they always fall on their face. I was one of them. I could tell you guys from firsthand experience I used to make millions of dollars and I fucking lost it all and went bankrupt and I built myself back up. So I will tell you guys that everyone goes through the ego what he just said was probably the best advice on this whole podcast and those of you that are in that three to five year timeframe right now when you're starting to get that ego Oh my shit don't stink anymore. Watch out. We're gonna shift your thinking your shit is gonna stink really quick. All right, so that was great advice. Love that thank you so much for sharing that caller wants to give everyone a plug. If you guys have any southern Wisconsin business you want someone to take good care of them and make you look at your buck and Rockstar give the Colin your referral business com Go ahead and tell everyone how they can follow you reach you and whatnot.Absolutely thank you for that. Also Northern Illinois so anywhere in Northern Illinois, I can help them as well they are licensed in both states. So if you guys are looking to connect if you want to send some business my way I'd love to take care of them and have fun with your clients. I would also love to talk to you about what I do if you have any questions you know you got a resource like Mike and I want to be a resource and help other people like they've helped me so check me out on Instagram at robed realtor and that's our OB e d r e a l t o r find me on Facebook and Instagram there find me on Tik Tok as well not as active there. Or you know look me up on Facebook Colin Schindler let's calm with one owl shoot me a friend request send me a message and let's connect.Love it dude. Love it. Love it. Love it. Love it. Thank you guys for listening to another episode of estate marketing dude podcast folks, let us help you script and distribute your videos and if you want short form content, we just released that too. Whether you're doing long form videos and trying to rank on YouTube or you're creating short form videos for Tik Tok reels, and all the other things that you want to do. If it's on video, we can do it and we can do it really fucking Well, so call a dude now at www dot real estate market to do.com real estate market to do.com Thanks for listening and we'll see you guys next week peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

There is a recession coming and what are we going to do? For the last seven years I've been telling you about the only recession proof business model. The only recession proof business model in real estate is your database, because people are still going to move. Ryan Kelly and David Casey help realtors all over the country build their brand and better reach their database. Be sure to check their websites out.Three Things You’ll Learn in This EpisodeHow to prepare for the recessionHow important is your database?How to build your brandResourcesLearn more about Ryan KellyLearn more about David CaseyReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. What we're up to today, folks is holy shit, there is a recession coming holy shift. Well, things are happening. What are we going to do? You guys have been listening to the show. For the last seven years, I've been telling you about the only recession proof business model, the problem has been like if you guys have been listening in and taking my advice or not. And I told you the only recession proof business model in real estate is your database, because people are still going to move. And unfortunately, we've been spoiled over the last two years, because let's be honest, this business was very, very, very, very, very easy. But it's about to get real. And it's about to get hard and the only recession proof business model, when shifts happen. This is my third one, guys, I've done this for 20 fucking years, listen to what I'm telling you, okay, is your database they will feed you all the time, the problem about 80% of the population is going to have right now and the real estate agent communities and none of them market their database, quite frankly, most of their database even though they are and now you're going to be struggling because you never took the time to build that database or nurture it effectively because you've been converting so many damn Zillow leads. Instead of building a brand people know like and trust. So what we're doing today is we brought on two gentlemen, on the KC market, these guys are broker owners, they base their entire brokerage just on referral generation. And there's two different ways we can attract business or generate business either we chase it in prospecting, which is where about 10% of business comes from, or we could attract it, and generate it and manufacture it. And that comes from the people you already know like and trust or know like and trust you. So they built all that brokerage around database marketing, referral marketing, I thought it'd be a really good episode because this is the recession proof business model folks, what's gonna happen in the next six months depending on your market is that some people are gonna lose their jobs the recession is coming in that means people are lose jobs, and someone's gonna need to have a problem for them. They're going to result to the first person they come into contact with. Most times, it's someone they know if it's you or not, I don't know. But what also is going to happen is the cost of living is going through the roof. The affordability in California just came out yesterday 17% index, that's insane. That's why everyone's getting the hell out of here. So we have a lot of things in the economy that are going to happen and people are going to need help. And I'm not saying doom and gloom because shifts are when you big is when you build your brand and make the most amount of money. If you niche down the only niche that I'm telling everyone to do is their database. So without further ado, let's go ahead and and welcome our guests Mr. David Casey and Ryan Kelly, with Casey first real estate out of Kansas City what's let's go prepare, prepareown. That introduction man 17% inflation in California isa 17% consumer affordability index. It's the lowest it's ever been in, in the history of the state meaning that only 17% I believe how its rise only 70% of people can actually afford to live here.She gotta get out of there man. I mean, anybody living in California that's toughcome to Kansas City.It's so tough to Kansas City Can I just Kansas City have palm trees? Was Kansas City have a beach in Santa can ride my bike to you gotta bring your own? If so,we got oceanfront property in Kansas City.Yes, just a murky lake that's what it isthe inside of your garage in the back walls painted and there's a big ocean there and you guys drink beers and stare atit all day. Oh, exactly. But if you love sports, partying and barbecue that's us.Yeah, Midwest I like it. Yeah guys love whatyou said earlier about the recession proof with marketing your database video content is definitely where it's at. We that's how we built our brand really off of just past clients referrals and all that other stuff. I remember the first time I was targeted to your Facebook ad Mike and generating leads from your referrals in your Soi. That's when I connected with Mike but man it's been it's been life changing just marketing straight to your database your sphere of influence past clients hell I couldn't I couldn't get a sphere of influence person to use me for nothing until I started using video content and marketing to those people.Just because I started thinking you were somebody that's what happens and everything right um so you guys don't have brokerage in Kansas City. And I don't even know if I just introduce you as David Casey Ryan Kelly. You guys are the broker owners in Kansas City and you guys have how many agents now? We're approaching80 agents okay and agents toyour guyses unique selling proposition that you attract your agents within you guys attract everyone you're not like buying agent leads, you know like knocking on their doors are you people are just showing up. You're attracting them? Yes. What you attracted Business when you're in production. So you guys base your whole market on database marketing. So I like it. And that's basically that your thing, right? It is absolutely, yeah,no, it's very correct. I think too. It's, you know, a lot of new agents, when they get in this industry, they don't really know where to start. And for us, I like we grew up together. So we have a good chemistry, at least we can almost finish each other sentences most of the time. And, like growing up, we were kind of the partiers in high school. So that always was our big thing. Yeah. I mean, you always do on like, a Friday or Saturday night, you come over to my house, and it's gonna be poppin. Andsneak the bears in the basement, they'll tell mom, Oh, it's right through the window. Well,Zach, uh huh, and so on. So, you know, like we, we drifted apart after high school, I went military, he went to college and worked at a Ford plant. And then when we came back together and merged as a team in Kansas City, we lean right back on events. I mean, it's, it's so underutilized in this industry is like, I would summarize it as like any event based strategy to grow your business. And I just want to reduce the friction between the consumer and myself as a professional and how I can service them. And what better way to break the boundaries is come to my party, have some drinks, and let's talk shop. I mean, make it very casual and easy. So we built a whole model around that.And you guys did how many? When you guys were in production? How many events were you doing? A year,for sure, monthly seminars.They could have been live video on Facebook, they could have been in person, you know, we did a little bit of transitioning there during COVID. Butwe always had something like so we advertise you do weekly open houses, that's an event if you do it, right, monthly seminars. And then you do quarterly events for the clients and those events like we leveraged on the Ford plant, because Ryan, he worked there for a while it's a Union deal. So everybody's pretty tight knit. We want to crack the code on how do we, you know, get embedded in that community and capture most of the business that's occurring?Should you not our first year, we were able to extract 1% at a 7500 people that work there, we literally sold 75 of them a home. So a stop of marketing to the database.Yeah, when you're, let's define marketing to the database, because most people in agents are gonna be like, hey, well, I need to fucking talk about real estate, like interest rates and all that, like, what's the content? You guys are talking about? What what is marketing? My database? Me?Yeah, if we got really tactical, Ryan jumped on that group, he friended everybody he could. So yeah,they had their special k cap page went to the members added everybody on Facebook. Now I have once they haven't been back, I was able to push out that video content and buy them to the events. And yeah, it was awesome.Well, then also what you can do as well, when they accept your friend request, you can ask them to like your personal Facebook page or your professional, and then run boosted posts to friends and friends of friends. So we get some static billboard style ads, we put like a couple of bucks a day behind it. And just we just knew when they were scrolling through Facebook or Instagram, they'd see our faces popping up for home buying journey here home selling, and that we didn't expect anybody to click on that or reach out to us because of that, but we want to just do ingrain in their in their head that we are real estate in Kansas City. And so now when we invite him to things, I mean, it's just It's butter on toast,low pressure. Come on sell me.I think the problem that everybody has is they don't know how to carry on a conversation without talking about work, when the purpose of carrying out has everything to do with it work. I mean, and it's like, like I would be like like if you just use this example to show but it's like if you like don't talk to your significant other like you're in good divorce like it just what happens, you know, like, well, if you don't talk with your database, they're gonna divorce you too and they're gonna cheat on you with another realtor. So you can't not talk to him but how you talk to him is extremely important too because you can't just always be selling your shit like look I get your in real estate guys like shut the fuck up. I don't care about interest rates right that's what people will say and that's why no one wants to read your interest rate or your market update emails that's crap content market updates. i There's a place for I'm sure. But is that something that's going to really like make your database like you're gonna get a lot of engagement on that stuff? No, because we just have to nurture and just remind that's well good you guys are so let's look at their marketing plans. Let's take dive deep on this. I'm guessing this is what you guys are teaching tell me if I'm right or not. But yeah, weekly open houses when they're at the open house, they're doing a live they're doing stories are doing pictures, they're sharing all that shit and reminding their networks and all their channels that there's an open house. They're probably circle prospecting in the whole neighborhood notifying all them there's an open house because your goal is to have them have a couple of conversations a day. The second part as they're doing these monthly seminars, so there's the authority, hey, we're doing monthly seminar. It's not if they show up, who cares if someone shows up. The fact that you're doing a seminar already tells me you're an expert, otherwise you wouldn't be doing a seminar. Correct. Paul Ryan, do you know how to cook?I gotta watch something. But yeah, absolutely. You do know how to cook. I can cook straight in thehamburger fryer.You know how to play croquet? I do not. Okay, so if you got on and started playing croquet for five videos in a row, I guarantee you everyone thinks you're a fucking professional croquet player. Oh,very true percent.That's how you know, I'll tell you this right now, Mike. Whenever Ryan first got in real estate, I said, bro, I promise you two weeks of posting videos every single day, you will become the real estate guy in your market. And this was back in 2017. Because I was doing that in Phoenix, Arizona. I had all my friends in Kansas City hitting me up saying can you sell my house my buddies out? I was in military with him in Alaska, Bro, can you help me out all because I was posting videos every day. And then he did it. And it literally like, overnight.So we're chasing attention. You know, when I first realized Facebook was like a big lead source. It's 2011. And we're crushing short sales at a time this is like Facebook was still a lot of tax video wasn't on it yet. But I remember I was did an event in Scottsdale and it like 200 people in the room. And the night before the event. I just did this as a test. Like I said something about short sales. And at that time in the market 33 or 32% of the market was underwater nationwide. Wow. So it was literally one in three people own a house. Fuck I needed your help. That's why we dominated no one else knew how to do it. We're the only shop in town. And I realized like holy crap, everyone here live somewhere. Everyone here is moving. It's just a numbers game. You guys, let's break down the numbers on the gurus. The gurus tell me when I pick up the phone and cold call whatever guru you're listening to. The Guru is going to say, Hey, you're one more know from your next Yes, pick up that phone and call how many of your agents can actually pick up a phone and call because that's how it still works? It's the problem is that no one has the balls to do it. And no one wants to do it. RightMike work works. And people they're just afraid to do the work. I mean, if you just lean back on the tried and true method, you will get a piece of business from it. Now are you being as tactical as you could be? Maybe not. But I mean, just grabbing the hammer and swinging, you're gonna get something? Yeah, for sure.That's what prospecting is, it's the grind, but no one ever last because they burn out. Right? No one wants to rejection. But when we're talking about marketing or brand, it's really the same thing. Because that's a mathematical formula, right? You throw enough shit at the wall, eventually, you got to figure out what the ROI is. And then you know what your numbers are? Well, let's share the ROI with marketing your database, folks, because it is also mathematical. The number one reason I believe people don't market their database is because they don't know how to attach an ROI to it. And therefore they never measure the effectiveness of the content they're creating.We are huge on numbers and p&l is and you're 100% right? When we start started doing that accounting, we look back on what actually work, we're spending, you know, 1000s of dollars. And it was like a sphere of influence. It's for employees, it's our events. It's our Facebook content. It's our buyer seminars, it wasn't postcards, $1,500 on billboards and Zillow and all that other stuff. That's the ego stuff. I had clients coming in knocking on the door saying just lists me, why the hell am I gonna take that Zillow phone call? Yeah, that's how I got sowhy is it that we feel like we're accomplishing some just because we're buying leads, even though we're not following up with them.It's that instant gratification.It's crazy. You feel like that's what you should do.I think that's where it really comes down to.I can't tell you how many people I've seen even people that we've worked with. I won't name any names, but I have someone that we are working with. And we only shot one video like Oh, then they saw another shiny object and then they went to go buy a bunch of leads. I can guarantee you you're getting your ass kicked right now. Because the time that that happened, and I'm not like talking shit, I'm just being honest. Like, you're gonna go and you cannot. When a market shifts like this, the numbers all change. So what's going to happen? My guess is there's a shitload of teams getting their ass kicked this month, and next month, the ones that are spending 2030 40k a month on lead gen because what happened is, is that the market has changed. Everyone's your ROI has changed, because you cannot rely on those exact numbers still, because the virus isn't sentiment change. So if you're converting at 20% in the previous market, you're not doing that anymore, because the sentiment has changed. Therefore, you cannot rely on ROI for direct cold marketing in a shift like this. The ROI for warm referral marketing is very simple guys. 10 to 15% of your people move this year 10 to 15% of the people on your Facebook feed your IG feed your LinkedIn followers, your email list, your direct mail 10 to 15% of people that you walk across in the grocery store. 10 to 15% of the kids parents are the shockers game so your kids soccer games, at the gym that you walk through that you drive by. That's the number the business has always been right in front of us. Most don't know it yet. And this recession there's gonna be a lot of people gonna have to move they don't know yet. Trust me. So really,if you've got 1000 folks that know you like you and trust you, I mean you're converting 100 to 150 people.Well, you're not converting them. Yeah, because most of them don't know what you do yet until they do. Yeah, which is why you create content. You know, there's somepeople though that's there's 100to 150 opportunities in there. Yeah.And when you do, what's the the numbers? I, I've been told this for a long time you get 2000 people in your database, you should have a million dollar business if yes, nurtured effectively,if they all know what you do correct, because those are the numbers now, here. And here's the other half, though. But in most people when they market their database, they do it for their direct business. No. Because 100% of the 1000 people you just mentioned, have a referral for you. Yeah, because everybody knows someone who's moving this year, actually. So when you chase referrals, you naturally attract direct. Right? It's when you chase sales, you don't attract anyone, because everyone knows you're just on a soapbox selling your shit.Exactly. Yeah. And you know, that's why we were so heavy on events, because you get so tired of sending that same message out of, hey, I'm in real estate, do you need to buy a house? Do you need to sell your house? I mean, go through your Facebook message thread and see how many times you sent that to the same person. They keep ignoring it. Yeah, they turtle at that point, people actuallydo that, like people actually Facebook Messenger and just cold call people, hey, you need to buy out like you guys are doing that. Don't ever do that again,you know, don't ever do that. And that's why like, I want that random coffee shop interaction where I find somebody who I maybe went to high school with or a past client or a friend of a friend. And they say, Oh, hey, what's going on? And then it casually comes up that maybe they're looking to buy a house. And instead of me jumping straight into sales mode of talk to my lender, which I could obviously do, if that's what they want to do, hey, I'm doing a seminar this week, you should probably tune into it or come by we have some we're giving away gift cards and friend food bring some friends like it's gonna be a good time come hang out, learn about real estate. That's, that's one of the sales pitch.It's good. Well, it's more about the touches. Like I don't care if they show up to your event, the facts like oh my god, David's have an event that guy must be doing something right. Maybe I don't mind the market yet. But I'll take a mental note ofthat in there every month. So if you miss this month, come next month, no big deal. We're always doing it low pressure. You know, if you ever read the book, seven levels of communication, they talk about this. And it's like a layer. It's exactly okay. And so, you know, it's Casey.Yeah, he was, he was like Leawood or the Kansas, Kansas somewhere aroundthere. And, yeah, we actually did a, like a little one on one with Him with our company. And, man, the nuggets he dropped, it's all about the invite at the event is cool, you know, bring it all the 100% button, then as a follow up to the people who showed our you couldn't make it. Yeah,so let's do. You're exactly right. When I was in Chicago, we saved these mega events, the largest one ever had, I think had 850 People show, it's not bad. And we would run a nightclub out because the nightclubs didn't have a kitchen to close down. So it's the cheapest and that would sponsor the liquor. And from my girlfriend at the time worked at Bacardi or some somebody was I had all the ship paid for and I had all of our vendors, but we would have 800 people. And the reason why we would that we did it twice in a row two years in a row. And the reason why we did the events wasn't for who showed up, it was for all the touches around it. Because I know when we're doing an event, we sent out direct mail piece, so did all 15 of our agents, then all 15 of our agents send out email pieces, and we ran ads even for the event. And then once we were at the event, we shook hands kiss babies, and then we are done with the event. We sent them back the video from the event of the time that they missed. And then we repurpose the whole damn thing. And you get a bunch of video footage from the event. You get a bunch of testimonials. There's just so much content there. But you're right, I would get business from it every damn time. And we would spend about 15k on these things are out of pocket. But it penciled in like 6090 days. Yeah, because of how many connections that you have there. And I would get some of the agents would invite some of their clients. And it was my event. And they didn't sponsor and I ended up selling their clients shit. They forgot who they were, they just ran in there from a friend of a friend. And I remember what's one of your events a day, they're invited from a friend of a friend of a friend and all sudden they became a client. Yeah, this is about attention, folks. This is all this is attention. Attention, attention, attention attention. So let's get into you guys have an agent accelerator program in your office. And I'm actually going to Kansas City. What am I going against pomp August 4, August, August 4, we're gonna be having an event in Kansas City. So if you're in there, you guys can go to that event. If you're in the area if you want to fly in. That's cool. But why don't you what we're focusing on as a sole agent accelerator program. Walk me through it. How does it work? What do we do? What is Agent accelerator?Yeah, Agent accelerators. We basically dissected what worked in our business, how we were able to get 30 closings stacked into one month as a team during a pandemic, our tried and true principles. And then we're bringing in some heavy hitters as well that are growing massive offices running powerful teams, and really getting after it national speakers as well. And they're going to open up their playbook. We're going to take you from day one agents to even seasoned vets and show you how you can implement these practices into your business and crush it in your local market. It's going to be an awesome event. We're gonna have a lot of content around that as well. So you're gonna get some free resources from each of the speakers to downloadable PDFs, things you can implement in your business right away. This event is It's very cheap considering the amount of information and knowledge you're going to get.If you don't get that much value from this event you didn't show up, you didn'tshow you're not implementing you weren't paying attention, you should be able to get at least one piece of business for sure. With some of the tips and tricks that are going to be shown here. It's going to be a lot of fun.Like get get your tickets, let's go into some of the topics we're gonna be chatting about, I want to know specifically on how you guys work the system, like if I'm an agent in Kansas City, I come into your guys, what does your system look like? What are the touches? Let's break it down.Yeah, so I mean, it really depends on if you're brand spanking new. I mean, it's the basics. It's like, Do you have a Facebook? Or like, Do you have a friend group? Like, where can we start pulling business from because like you said, we grew our business off of referrals, people that know us, like us, and trust us. And we parlayed that into friends of friends, and then an outer circle of that. So we got to know where you're starting from first, because not everybody is exactly the same. But bare bones right off the bat, you need a website CRM, you need a funnel that you can capture clients through, I call these mouse traps. We just need to get you into a rhythm. So hook you up on our website, CRM, show you how to run some free Facebook posts online, let's get some passive buyers rolling through just some Facebook messages people to practice on essentially, what a second race? Yeah, we're doing scripts, I'm gonna get you inside of a house of vacant home, you're gonna start doing some home tours, let's get you comfortable opening doors, showing off properties and demonstrating to your sphere of influence within that first two weeks. Hey, I'm in real estate, I'm taking it serious. I'm excited about it. And I'm here to help.So you got to force them to create content, in a sense,absolutely have to will pull out the camera right in front of them, hey, it's showtime go.Yeah, like we need to get them out of their own head. And we need to just get them comfortable just being in promotion mode. Because at the end of the day, we're marketers, this is a contact sport. If you're gonna stay in your turtle shell and not come out, I'm sorry, it's gonna be very rough industry for you. Like it's, it's gonna be tough.What's a better way to learn your scripts and how to talk to people to convert them through video. Like when you do that through video, you learn your pitch, you learn exactly what you're pitching. And then when you talk to real live people, you've already been through it. Like it. Sothose are some of the basics, you know, we can start there and then just start building off of that. We got tactical strips, we want scripts, we want you to message certain things to your entire database, you need to have some type of intro to that your Hey, now I'm a real estate agent. A tip for some of these agents too, that work really well. Those Welcome to the Office posts, those ones where you get tons of shares your whole family, you know, bloodline loves it shares it, comments on it, all your high school friends, I mean, some agents will roll in here, not knowing what to do. But they'll have 400 likes, loves and comments on their posts. that's those are your raving fans right there. Hit every single one of them up. And you know, it's not the typical, hey, like if you know anybody or you know, it's not, it's not your typical hammer real estate agent, let me know if you want to buy or sell a house. It's a little more specific. And so the message that we think you should send out right up front, and if you know a better one, I'd love to hear it. But it's worked out well for us is, hey, with inventory being so low, we have some buyers that are looking to find a home if you know anything off market, please let me know or Nova may looking to sell. It's some variation of that. But it's a showcasing the fact that you have some type of buyer pool and be that you're trying to find off market homes for them going the extra mile. And if they know of anybody to let me know. And you're not asking for direct business,one ofour brand new agents are getting contacted Phil on that point.Um, at that point, I think we just let the conversation unfold. But usually it's people you already know. So it should be like a friend or like a sister or something like that email phone number, put them in the database. And so we actually have one of our newer agents she got she got three listings from that one. Message blast. And that's just easy, because it's,let's, let's do the math on it. Alright, so let's go back to gerbil. Yeah. Where's your next? Yes, from your next No? It? Well, it's 10 to 15% of people are moving directly, but 100% of people have referral for you. So you're right, what you'll see naturally is that one out of 10 calls one out of 20 calls will be people probably moving directly in the next few months. Because remember, out of that 10 to 15% Most don't know they're moving yet. This year, there's gonna be life situations that happen. So that's why that number is always cut in half. But 100% of the people have referral for you. I used to do some similar, but I would just invite them to a party and I would just even if I didn't have the party. Yes. Yeah. Like I loved the whole reason I had party is just to build a database. I'm like, yo, what's up, dude and talk to you? Well, hey, what's your address? What's your email I'm sending as party. We're gonna get everyone together and see neighbor, well, then what do you have in a party for? Oh, it's my real estate company. And then there goes in like that would always work. Well, and because no one ever says no to a party invite. And then when at the party, you'd have to sign in so we would get the direct mail and then we would have a raffle. For so I would get direct mail build a direct mail list everyone signs in with an email list and then all of that shit just gets retargeted for for life essentially, but yeah you just have to have that initial excuse a value and start the conversation off because if you don't own the data like if you don't have an email address if you're not friends with them on Facebook if you don't have their phone number you can't market them can you?No you can't and I love that that party event because then it parlays into you should be setting an open house right away get some reps in go to or some open houses if you're uncomfortable see how other agents are doing it they're probably pretty lazy got three signs out total if that the doors probably shut itdown that would be me right theremake some video content I was I wasjust hoping no one will show up I'm like hey no one's showing up I'm gonna sit out here smoke a hitter and hope no one comes in the wall comes in the door that was me when I was 25 years old.Our our mega open houses man we would we would door knock and flyer drop the neighborhood promoted. Promoted aggressively.You got a 60 foot gorilla outside of one of those. Back tossin the front yard. We're grilling, cooking hot dogs for people we get 20 to 40 people roll throughthat. Neighbors. I've seen a lot of people do like Taco events and that would be really fun. Like do like a world WWF event the front yard of an open house. There's like two guys out there rustling or just have like sumo wrestlers in front of an open house just in the grass. So I'm sumo wrestlers have an open house. What the fuck? Who cares? Like that's the stuff that people look at me like, What the hell are you doing? Oh my god. Oh, the realtors. The realtors that have that sumo wrestler at the house? Yeah, there's got to be that one thing that the connectionhas to be Yeah, that's huge. Um, yeah, I mean, I closed my biggest deal from Dornoch or from open houses by doing an air pods giveaway. It was like a $780,000 bythe only the person that one was the unrepresented buyer who's serious. They want out of a hat and there's like 30 names and they're all the same person. Imean, you could go crazy with this stuff. That's why I love open houses you can build, you can really hype and even up get a whole neighborhood involved. And if you do it consistent enough, you're going to become the authority.So your open houses though you're making an event out of it. Is it absolutely okay, so let's go into that a little bit more. It's not just an open house. Let's go to some more examples. It's fun. So you're creating an event. Okay. I didn't catch that first time. It's not just an open house. It's an event open house. So there's either like a taco truck or something different.Absolutely. I mean, like we would do these repetitively. Every week it was there's a flow Monday, we were following up with open house doing the giveaway, and we do the raffle live. And I'd go give it to him and do a picture. And then we were all into Tuesday kind of game plan for the next one. Wednesday, I'm locking down the open house. This is when homes are sitting a little bit longer, too. And then Thursday or Friday, I'm flyer dropping, I'm doing some type of promotion getting out there in the streets. And then come Friday or the actual day, the open house, whether it's a Saturday or Sunday, we're putting a lot of promotion behind it. Oh, well, I miss Friday, I'm shooting some promo videos for the giveaways I'm doing targeted. So short, little like six second video clip, stop by my open house to win this free Amazon gift card.And you want to win a free Amazon gift card while he goes out to the open house at 123. Charlie?Exactly. We do some of those, I would target those before Facebook had to open up your real estate ads to 15 miles, you could do them to really condense ratio, or radius and we would do those and just try to get as creative as possible. And just make it fun. Um, and so yeah, like I call it running for mayor. So anytime I do one of those I deploy that strategy as if I'm running for office in that neighborhood. But yeah, that's just one of the events. That's just one of them.And then the monthly seminars are probably like food, are they were they doing these monthly seminars? Your agents, they do them at the office? I think them in their house? What are they do? They do pop by dates? Like what are thewe would do them at the office? The number one trick that we had found had so much success for one of our buyer seminars. I mean, we had our vendors there and they're like, Hey, guys, we come to these a lot. If no one shows up, no hard feelings, we'll just hang out, literally had a line out the door. The tactic that we had used was we created an event on Eventbrite monthly seminars for buyers, we would copy that link, and we post it all of our friends on Facebook, man, could you like and share this page, and then they share it on their Facebook page, they would get interactions we'd have like 65 shares, and then you just take that little link, you send it to your database on Well, we use chime technologies at the time but you send it out as a mass text mass email with a little video Hey, we we help so many buyers answer their questions and it's crazy much points.Yeah.And you know, whenever we're send this out to our friends and all that stuff, we're never asking them to come. We're saying can you share this can you promote this and then letting the conversations unravel naturally?You have 46 shares, you're gonna have some people you know, it's likethe end algae I heard Grant Cardone say this once but he's like you know in sales you have a choice to either be Rambo with the with the 50 Cal blasted down trees in the woods shoot and everything or you can be the predator and and you know people they think they want to be Rambo just shouting asking for the sale like closing them hard when in reality you want to be that person that sneaks up right behind him didn't even see you all the all the asks all the Hey, do you know this person all that whenever it comes time for that person to make a decision, you never asked him directly, but they've you've been in contact so casually. Yeah, they're thinking of you. And now in that aspect, you're the predator. And and that's I believe you should be marketing.So there's a constant or a consistent theme here. And it's three words long, it's the center of attention. Yeah, yeah, absolutely. Be the center of attention amongst your database,we would have that we were so consistent with a follow up and stuff, they would feel bad if they use another realtor, then it'd be like, ah, Ryan, sorry. But you know, my sister, she was a realtor. So I hope there's no hard feelings. Hey, absolutely. Get it, it happens. Do you know anyone else that would use that? Oh, you'renice. You're nice. I'd be like, what's what? What did you just do to me? Uh huh.No, my language,you know, we had to make one of our core values. First, because man, we went through so many different like struggles with people using other agents or, or not even that, but like, like, just deals falling apart, and just things just going crazy or haywire. So when you're closing a lot of volume, I mean, you didn't have anything. And so our motto was relationships first. So any of those situations, it's like, hey, because nobody wants to feel bad like that, you know, they already feel bad. Like the example rounds us and so if we come out, and we combat, you know, somebody who feels like they don't want to talk to us right now, because they should have used us but they didn't. And they don't want to tell us what they do. And then we come at him. And we're aggression. We're aggressive. We're using aggression as, as our tool in that moment, it's just not going to create a win at all.We're like, hey, congratulations, great house. Who else? You know,we already took the L, we already took the L on the chin. We don't need to make it a worse situation. So how can we extract something good out of this, it's gonna benefit usbecause I wouldn't I would not have that patience. Personally, I had a good friend of mine before. I love Chicago. I had a good friend of mine. Now we're friends again, but we weren't for a couple years. And then one of my other like best friends who I trained in real estate, right? backdoored me with my other best friend. And then they didn't tell me about it until after I saw the closing at $750,000. I was like, bro, you guys first I trained you. I've sold you four houses. How did this happen? Behind my back? Yeah. And I remember that day. And I was like, Dude, I got I get I get pissed about that kind of stuff. I don't know how to do that. Well, how you guys handle it is how you should do it. Yeah,I mean, do we just go on offense? Like, I want to prove you so wrong. And that decision, I'm going to be this the real estate celebrity now. And the number one thing that I've learned in this business is you want to create more people working for you than against you. Like, you got that one person working against you. I mean, you're taking a loss time sincehow do they say like one good review gets shared twice, but a bad review gets shared 10 times or something like that, or as apost and I think it was in lab coats or maybe real closers the other day have an agent on this exact topic similar and they're like, I'd like to say the situation was a seller canceled the contract, and they're a buyer or something, and the agent still went after him for the commission. And they should have they should have just chalked it up and left, you know, but they're like, No, I worked hard for this money. And I'm like, Dude, the negative publicity just on you putting this on Facebook yet alone. Their database like that one person who talks bad about you will cost you a lot more than it felt good talking about about them.Exactly. So we just, you know, we we scream internally, when we close the door, we're like, Buck. All right, we got that out. Okay, let's just ask how do we extract the when it's like that agent that goes on a listing appointment? And because instead of that, they don't want to take a 6% commission they do. Like the buyer or seller wants a 4% and they walk away from it when the vise 95% of the work yeah, that was me to probably just put a sign in the yard, get it under contract and collect your little bit of coins and just move on. Or you're not gonna get 80% of the work, you're gonna walk away with nothing. So how do you extract the wind out of anything? What's your value? What's your time worth? And there are situations where you should say no, we're not being disrespected. I have a whole course on that inside of our, our new agent orientation, where I go in depth on that because there are times we should draw the line because people do get a little confused. We say relationships first, you want more people playing for you than against you. But there comes a time where people are just flat out disrespectful.Yeah, that is well that's the entire purpose of building a brand when you when you start off in real estate, you're gonna have some shitty clients I mean, you got to do what you got to do. It's a grind the first two years you're gonna have to put in the work to make it but the entire just to put me on the same page or the entire purpose of building up Mirantis so that you work with people, that one come to you, but there if they come to you, that means they're also more than likely just like you like you're you should enjoy. That's what attraction is. You can attract people you don't get along with it just doesn't work. It's just not by the law of attraction like, like, that's not the way God wrote the rule doesn't work this way. Like, I could be me. And I'm not gonna attract anyone. I'm not like, because I'm being me. No. So like, I wouldn't, I will repel attorneys or anyone with a suit on to be honest with you, like, I will repel the shit out of you. You guys aren't my clientele. But I know that and I'm fine with it. Right? Right. But I also get all the dudes, the bros the chicks, and all that, because that's part of my brand. And they all live somewhere and some of them are really rich. So that's fine by me. salutely Yeah,no, that's 100% True. I think you got to find your niche, your group. I mean, that's why whenever we leaned on events and trying to grow our business based off of those activities, we looked at, okay, where's most of our business coming from and what feels most natural to us, and we just leaned in on it. Now, I don't necessarily, I don't gravitate towards like big bikers with a bunch of tattoos. But if they work at the Ford plant in, they fit that niche group. They're, they're my guy. Yeah. And like, you know, so it just, it just goes like, what kind of category are you going to market towards? One thing I'll share with you too, how we infiltrate some neighborhoods. And we did this when we first launched our brokers beautif right before we stepped out of production, but I think if any agent did this in their market, they would crush you just got to do it a couple times. A local neighborhood high price point homes, at least for our area was like five 600,000. Yeah. Which is solid in any market. We said, Hey, we want to do a food truck because they do this pretty often we did a talk. And we said, you know, we want to do it for your neighbors because we sold a couple of houses. One of our past clients was a friend with one of the HOA board members, they let us onto the community page, myself and Ryan, what we did was we promoted the event, say, hey, taco truck, come here Tuesday, whatever timeit was added every member in that. And that HOA page added him on Facebook.So now we were going to be removed from that group. So we just captured as many friends as we could in that moment. Because now we can retarget them like we discussed earlier in the in this episode. But we did the event blew it out did some video content around it. And literally everybody came up to us and said, Are you guys the new?What is it? We were the only agents in thatexclusive? Yeah. Are you guys the exclusivereal estate because you had a taco truck? And you did a video?Yes. And if we would have done that, probably one or two. You know, another time after that, we would have definitely picked up moreluck, I will tell you the number one thing that I took from, you know, social media marketing, doing those video contents, people think you're a professional.So not only is the I was gonna, I was gonna ask that question. Not only is theappointment easier, you get the listing no matter what, if you fuck up, they're like, You can blame something. And they're like, No, I mean, Ryan, he, he would never like, I trust Ryan. I trust Ryan like, that's video and you know, that buyer wasn't pre qualified or whatever we put the offer in on the house. They're like, Oh, no, it's fine, man. And it's just because they they feel like you are the professional because of all the content that you've done. Yeah, can't go wrong.No, you're right. I was gonna say you could probably went into that neighborhood never sold a house in your life. And they were still thought you're the expert.Absolutely. That's the best $600 we ever spent. So does anyone.There's an idea I thought about doing that I want to do I just I think a great idea would be to have a junk hauling truck for a neighborhood. Oh, a junk party. I have so much junk that I want to throw out that I can throw on a regular trash and all my neighbors do too. But can you imagine having a just just renting the junk truck and having the neighbor's pitch and like the junk truck would probably cost you 2500 bucks. Right? Everybody in the neighborhood? Get rid of your junk? I think that would crush it.I think so too. That's yeah, that's actually a really good idea.Well, you guys test that. I'm just curious. And we'll do a follow up show on this. Yeah, we'll try. I'll get some of my agency. I don't know if they will. Because I only have three right now. But yeah, I think I think I think they'll crush it.I mean, you know, I think getting involved in the community is is is an easy play. It makes a bigger impact. And it shows that you actually care. As much as you're promoting your business while doing these activities. You're still doing some bit of good. Yes. Whenever me and Ryan first teamed up together. I said, Dude, we got to do an event and we got to have it not just about real estate. So we partnered up with city Union Mission, the largest nonprofit charity organization in Kansas. Yeah, love it. They gave us a bunch of barrels. We put them at our friends that own restaurants and bars. We didn't know them really. We just were friends on Facebook. We hit them up in their DMS they can we drop off a barrel. We wrap that barrel around with two logos, the the nonprofit and then our real estate company and we did a coat drive. And then we did a kickoff event for it invited everybody. Everybody in our database came out to it is are at one of the bars. Yeah, no other pub. It's Sporting Kansas City or football club. It's soccer here but well yeah, well FC Football Club. And so we came out there and it was a great event good turnout. And then we just kept that going that that. That was a sponsored ad for a year that marketing campaign lasted for six months. They're like,Wow, you guys are experts at branding and marketing and attention. And it's duplicatable. Right? Like as long as you have. I will say this the only time it doesn't work is when you're doing this in front of a bunch of people you've never met. Is that fair?Yeah, that's very fair. Because I tried this in Arizona and it kind of fell on deaf ears. Yeah, I didn't have a sphere of influence. I didn't have a database I was building that's myproblem here. I don't have the database I have to do lead gen here. But um, you know, my whole my whole business model is very similar you guys out here is that I just blow up brands and then do all the marketing for him. Same thing like you guys are teach given them a system that you have, and they're really, it. It's all the same thing. There's you guys there's so many ways to generate buzz around your brand. And that's the key is like you just got to be in front of people. And it's about reminding people what you do versus telling themexactly how people who stay consistent going fearless. We have agents that come in first 90 days are closing 10 Plus homes.What do you think so it'swhat the phone call for saleby owners to like you're just crushing like these prospecting type leads as well.That's great. All right, final question. Let's get this wrapped up. We went a little bit over but this is a really good conversation. He doesn't get a lot out of this. What do you prediction with the market? What would you be doing right now there's a shift obviously happening I my my opinion, I'd like to get what your guys's is, what is? What do you drop? What do you keep? What do you do?All that, dude, okay, this is my take on it. This has always been my take. I love it. If you if you are failing to step foot in this market and really take accountability of your daily actions and prospecting, you are probably living in your own internal recession, and you have been half past five to seven to 10 years, we've been in the greatest economic climate for real estate up to this point. And it's still good because low inventory prices are still rising, there's still opportunities out there. There's just buzz going around of other sectors getting demolished crypto, the stock markets, but agents have been in a recession their whole entire career if they haven't been taking action. That's why 87% fail. So I think that if you're putting in these steps that we've talked about in this podcast, if you're if you're actually implementing to the degree in which you know you should be, you're going to be just fine, the people who are willing to work, it's going to keep working, but to those that are just going to keep listening to the narrative of the market is going to crash, whether it crashes or it doesn't. It's still there's people that win in both both climates. So I think it's all dictated on on you. And what I told Ryan, once he had a slow November, I think I got off the phone with them, or we were on the phone calls. He was crying. He kind of he waslike, Dude, this market is going down my buyers and I don't have anything andthere's no subpoena Karen. Yeah, Iget off the phone with him. Well, I just call me back on an offer. And he did say he said, Ryan, the market is not slow, you're slow. And then the agent she calls and she says so sorry, I didn't get back with your offer. I had three listing appointments. I've got this buyer, I'm shopping. It's just been a hectic day, I called David back and I'm like, shit did You're right. I'm just not doing the necessary things to bring the business in.So that's my take on it. I mean, regardless, I'm pretty committed to this industry. Obviously, we run a brokerage, we got a bunch of agents, we've survived through COVID been in a great market. But at this at the end of the day, 87% fail in this business. And why is that? And it's not because of a recession. It's because their lack of effort, since he is huge. So that's my take on it. Now obviously, there's headlines going around, and it's going to be a little bit more difficult to sell homes. Whenever interest rates go up, things start to happen. And we'll find out what that's going to look like in a couple of months. Yougotta be a financial advisor at this point, because a lot of people have 100 $200,000 in equity in their current home. So I man, people don't have 20k that they're just flipping into another house. They've got some serious cash. Is it a good idea to buy at a way higher interest rate? Maybe, maybe not. Maybe the better idea is to take that HELOC out on your current home go buy some investment properties. I don't foresee the market taking a huge decline on prices. I just see the buyer market dwindling a little bit. People holding off stuff like that, but that's what I see. Yeah,you guys will be pretty safe in the Midwest case either. You guys gotta get good inbound. I'm estimating a 10 to 20% shift here in SoCal. And I needed it went up 40% Last year, like oh, you know, I mean, like, it's crazy. And that's I think you're sending but a lot of the inbound markets like to Texas, I think is going to be they'll see a little shift, but all that but the demand is still there, right? So a lot of is gonna be demand and folks just remember you have to correct before you crash. So we don't want who's saying there's going to be a crash. We'll know right now, but I can tell you once it starts correcting over 1015 20 years out there. We're crashing. So to be to be tuned, stay, stay tuned to be seen. Awesome show guys. Why don't you guys go ahead and tell everybody if you guys tell him about the event again, one more time in case you guys guys like what we talked about today coming to this event, this is what we're talking about the recession proof business model and whatnot. You guys could go out and tee it up, Tom, we're gonna get tickets.Yeah, we have an Eventbrite link out and a Facebook event page that's posted. So we'll share that with you guys. So you can promote that on this link. But it's going to be in Kansas City at the Stoney Creek hotel. It's right next to Bass Pro in independence.We got it. Yes, Bass Pro and the Kansas City areas get checked out. Yeah, sogonna be an awesome event. I think you guys are gonna take a lot from it. It's 10am to 4pm. So it's an all day, we got some special guests flying in, including Mike are going to be dropping some knowledge. I guarantee you're going to walk away with a few things you can implement immediately and grow your business.Oh, man, I appreciate you guys appreciate you for listening to another episode of The Marketing you'd podcast if you need any help. If you're looking to script edit, build your personal brand, do anything with video, whether it's coaching, consulting, or you need us to do all the work for you. You're not going to find a better or more comprehensive video marketing company. Because this is all I do. Dude, I did it for 20 years, so call us www dot real estate marketing.com Thank you for listening to show follow us on Facebook, YouTube, Instagram. And guess what I just shot my first 12 short videos, which means I'm gonna be on Tik Tok. And I'm gonna start blowing that up. I'm going all in on short form content right now. And you could follow me I only have like seven Tik Tok followers. So become the eighth, ninth and 10th right now. And you're gonna see me grow that page to a large audience is my goal in the next six months. So appreciate you guys listening and see you guys next week. Have a good day and don't chase shiny objects Chase relationships, so it's all about peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

You know, if you're gonna get into the business of content creation, the whole reason to create a video is because I want as many people to see it as possible. But it's not just about shooting the video, you got to distribute it. And then when you're done distributing it, then you need to multipurpose it.Zac Shull specializes in repurposing content to maximize its effect on your audience. Be sure to check out his Facebook group.Three Things You’ll Learn in This EpisodeHow to multi-purpose your contentWhat type of content is best for what site?What strategy should you be usingResourcesLearn more about Zac ShullReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript-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 startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude podcast book. So we're chatting about today is repurposing content creation. Gee, what a what a surprise. I'm gonna show no, but we're gonna dial in repurposing because we have so many people that I'll just create videos and let them die to newsfeed. And I'm always like, what's the point of that? You know, if you're gonna get into the business of content creation, the whole reason like why create a video is because I want as many people to see it as possible. Right? That's usually why people take a video, you do videos to get more people to see it. But when you don't spend the time, it's not just about shooting the video, you got to distribute it, you have to distribute it. And then when you're done distribute it, then you need to multipurpose it. And that's what we're going to talk about today. How do you get more out of doing less? And how do you squeeze the most amount of content out of your videos? How do you squeeze the most amount of content out everything you're doing? Right? And it's all through multi purposing? So we wanted to bring on a guest today. This is what he does. He does a lot of this multi purposing for different coaches and people within the industry and what he does is he multipurpose is a lot of a lot of the content that a lot of these people are creating so they get the most mileage out of it. So we're gonna go through exactly get some tips from him on what he's doing, how he's doing it and why we're going to be doing it. So without further ado, let's go ahead and introduce our guests. Mr. Zack Shoal. What's up, dude? Hey, Mike, what's up, man? I appreciate you having me on. Absolutely. Zack, why don't you go ahead and tell our our peeps a little bit about who the fuck you are? And what you do, and let's get into this. Sure, man, that's not a fucking problem. So.So I actually have my own podcast and Mike was just on, I really appreciate that. It's called coaches and content. And basically, we teach people how to get clients through content. And a lot of that's to repurposing. So that's on YouTube, all podcast platforms. And then we also we help you produce your own podcast, you know, YouTube and audio. And then we repurpose your long form content in the short content for Tiktok, Instagram, reels, Facebook, all that, because like Mike just said, you know, what, you make one piece of content, you put it out there, and then that's gone, you have to reuse it as many times as possible, you know, you want to make the most for doing the less, right. So that's what we do is we help you produce content, whether we coach you, or recorded for you or whatever. And then we take one piece of content, and we stretch it out, you know, 100 different ways. what do what do you think that? Let's start from the beginning here? And what are most people doing? Right now? Because most people, at least in my world, you're doing more on the podcast, but we're both creating content. I do more video sighs I create videos for people and we multipurpose those videos. You're doing this in podcast, but what most people that do, like what most people are lack of what do they don't do?Yeah, I think that it's like what you said before they make a piece of content, put it out there. And then that's it. And it's like you're spending all this time and effort. So why not maximize your efforts? So I think that's the thing is they think that you can just post it once and that's it. When that's not the case, you know, you can repost it different ways, different different times. And I think people also don't realize that you can make one clip and post it on all platforms, you know, link, you know, LinkedIn, Instagram, real tick tock Facebook, even YouTube has YouTube shorts now. So I don't think people realize that you can make one piece of content and put it across all the platforms that are out there, because some people are on different platforms. Some people are on here, some people are there.So and I always try to tell people, you know, I, for me, personally, my own personal brand is my strategy. And so I try to teach people is I start with Facebook Live. So I'll do like a five to seven minute Facebook Live. So that goes on Facebook Live. I'll download the whole thing. Put that on YouTube. Right, and then I'll turn the audio into a podcast so that now it's now it's on the podcast. So you have Facebook Live YouTube, audio of the podcast, and then you could take out you know, but the five to seven minute video, you can pull out to 32nd clips from that one Facebook Live. And that right there is what four different ways to share one video. On top of that, what you could do is which I don't do but if you had a website and a blog, you could transcribe the words from the video into a blog, turn that into a blog and then post a video and the audio on your blog. And then you can email that to your list. You could post that on social media. So the other thing too is you do a Facebook Live once and then you put it outOn YouTube, so a week later, you can repost the same video, but you just drive everyone to YouTube instead. So you're basically promoting the same video, then a couple days later, you could post that 32nd clip that you made, and drive people back to YouTube again. So it's really like, I tried to do everything with purpose, because it takes a lot of time and effort to make content, you know, especially if you're paying an editor, especially if you're super busy, do you really want to do everything with purpose and not waste your time. So that's really a great way to do it. That's kind of how you can repurpose something multiple times. I'm in the process of doing just that, like with this podcast, like I stopped. The podcast is killing my YouTube channels, I stopped publishing my podcasts on my YouTube channel. And I'm not using the video, I'm using just the audio for the last eight months, because I've been so damn busy. And I'm breaking my own rule like, now I'm in the process of cutting up my podcast and meteorite until like the 15 to 3045 second clips, and then that is going to be a lot of my reels. And that's going to be a lot of my tiktoks. Right, because I don't have time to I just don't have time right now, guys. I'm just like, super busy. And I don't have time to create content, but I know I need to do it. And I haven't really gotten into my short form game yet. But that's how I'm going to do it is it's all going to be repurpose stuff, right? Because everything will be repurposed on stuff that we've had, we have so many different clips to use, we're just putting the process together right now to be able to do that and have it sort of done in the background for me, so don't have to think too much of it. But you're right, this show right here that we're shooting is probably gonna be like 30 minutes.I could probably create. So here's what I could do with this podcast right here, you guys, I'll create the show. There's a video format. If I wanted to take this video and upload it to YouTube, I could do it. There's one. The second thing I could do is I could take this 30 minute podcast and cut it up into 30 to 62nd clips. And I could probably get what do you usually get out of these? Like five? The seven? Yeah, if you if you wanted to, I generally do like two or three. But yeah, you could do you could do a lot. I mean, a lot. Yeah. So there's another five pieces of content, I can take those and distribute them over the next 30 days. I can take this video, and then I do put my podcast back on my website. So there's another piece of content there. I transcribe the podcasts that I put all the words on the website.What else can we do? I mean, you could even if you transcribe it, if it's a video of just you, you know, you could turn that into a piece of email content, you know, a lot of people right, like long form email content, if more so coaches and stuff but you know, you could turn it into a piece of email content. I see a lot of people do that as well. So why is would you agree that content in general, like this whole word content is now finally coming in, in the real estate industry pretty mainstream. But five or six years ago, no one's talking about creating content.Nobody. No one's really talked to ever about credit card. They're always like chase a chase lineage I am journey object chase a chase leads. Chase leads convert, oh, you're one more no way for your next Yes, shut the fuck up.Like seriously, no one's talked about creating content. We're like one of the last businesses in the world to get the content creation. But concentration isn't anything new. You guys, this has been going around for the last 40 years. Content marketing. Real estate has just never taken it on as much as they are starting to embrace it now. And let's get through what content can be for real estate agents. So what is the content? What can you What would you tell a real estate agent, a mortgage broker and investor? Who is just doing a daily? They're working every other day? What can they be creating content on? What if they don't have a podcast? Well, first, I think you made a good point about the real estate industry, I think that people are just so set in their ways. And so you know, they're grinding every day, they're putting their head down there in the trenches. So it just didn't think about it. But I think the people who started making content early on, you know, like Chris Demacia, I used to work with Krista and she started doing video really super early on, you know, kind of like how you started your podcast super early on. So I think the people who adapted it early on are ahead of the pack. And now people are kind of catching up because they see that it works.As far as content creation, I mean, it really depends on the person. You know, we used to think that tick tock was just people dancing, and like acting up and looking stupid, but that's not really the case anymore. It's all type of content on there. So I always tell people, you have to be who you are. So like, I'm not going to dance. I know you're not going to dance. So if you're not going to dance, don't make that kind of content. Don't force it because people can tell like, if it's not really you good, but I think really, you know, like you're the real estate marketing dude. So you have your brand, you know, like kind of what you're going to do. So I think it really starts with there is who you are, what you do, you know how comfortable you are sharing your life. Like, you know, I see you post up with your kids all the time. You know, some people aren't as comfortable doing that. So I think that's you have to start there first. It's kind of like branding and marketing. You know, you really want to brand yourself first. You know like Kanye, you know, Tonya and Michael for brand face. Say that all the time. Start with branding first and marketing. So they got to figure outwho you are what you do first, then you can start, Zack, I'm just a real estate agent. No one wants to hear from me. Well, if you're just a real estate agent and you're already messing up, because why would anyone do business with someone who's just a real estate agent? Like, right? I'm boring right answer. Yeah. Yeah. Like that's, that's boring. Like there's a million realtors out there. If you want to stand out, Well, you better figure out who you are real quick, because there's so many other realtors out there. You know, you really got to dig deep. And it's okay to be you. You guys like, Zack, you've done a lot of content creation for a lot of influencer type people, right? Yeah. And you've done a lot of the backgrounds andyou know, at any of the people that you've worked with in the past, have you ever has any of them ever been non authentic?The one that the more authentic you are, the farther you go, you're a prime example of that, Krista is a great example of that. You know, when she would do videos where she would just wake up in the morning, she didn't have her makeup done, and I never heard on.Yeah, she doesn't give a shit. Yeah, shouldn't give a shit. And she was saying it on camera. Like I don't care. This is the real me. Let's talk about that really quick. So I think I've done a couple podcastswith Krista and like for this is breakdown the let's break down why that's so effective. So women in general, like how many women are going to one? Get on Facebook? Better yet? Get on video? Right out of bed. Right? But how many women can relate to that? All of them? Yeah, like 100% of women can relate to not being done up at 630 in the morning when they wake up.But 99.9% of women don't have the balls to go out and do it on video. And the one who does they loveright? Because they're like that's so just like me. Oh my god. She's just like, I wish I'd had their fucking guts. Right? Sounds like Miss Piggy. Yeah, I did something Miss Piggy there. I'm gonna try that again.Goats. But isn't that the truth though? Like when you see somebody do something that you wish you had the balls to do yourself? You love that?Yeah, and I think that goes back to the know like and trust factor where they see like, wow, if she's willing to be on camera with no makeup, you know her hair looking all crazy. You know, I want to do business with her because she's She must be pretty trustworthy, you would think right? No one hired anyone. They no one ever hired someone they weren't comfortable with themselves. Right? Like we have you ever like like, would you go hire some dude that you're like, dude, this guy sucks. Like I don't want even talk to this guy, yet alone, get in a car with him and drive around and look for a house for the next two years. Two months. Right? You have somebody who's like kind of shady or like, you just get a bad vibe from them then Yeah, absolutely. You don't want to do business with them. But you guys this all comes back to content. What we're talking about here is that your content isn't supposed to sell your shit supposed to remind people how you sell your shit.There's a big difference. Yeah, because if you do, if it is super salesy, then the opposite happens, where they're like, it's kind of like realtors are only posts like their listings. Like you, we get it, you know, you sold a house, you have a house for sale, whatever, but nobody cares. I mean, unless they really love the house. But chances are, you know, most people aren't gonna see that anyway. So the more salesy you are, the more you turn people off, that's for sure. Here's the number one most salesy message going around on social media right now, folks, when my parents bought their first house, their interest rate was 14%. To have interest rates at 6% isn't such a big deal. Like we should really look in hindsight, we're looking at this all wrong, folks. That's that's a sales message. Okay, that's not what this is about. Well, when your parents house was also at 18%, let's remind everyone that the fucking loans was only $200,000. And today, those loans are a million dollars. So the properties back then are were worth what they are today. And it's always come down to total monthly payment. And what a lot of people are doing right now I see on social is driving me nuts is they're just like, oh, the interest rates, nevermind the interest rates, you know, what people are really worried about right now. They're worried about the damn gas prices, they're worried about if they're gonna get laid off. The interest rates are one of the last things on their mind. But we're we're out there creating content talking about hey, oh, the interest rates, the interest rates, don't be scared to buy, you're just selling your shit. I guarantee you the person who's out there right now and talking about, hey, you should probably think twice about buying right now. And wait 30 days and see what the markets gonna do is the Glass Joe fucks up anything else? And if it does, maybe there, you're gonna have a better deal in the future. Right? So it's not so much about?Like, that's real. That's real advice. Yeah, I think when you make content you really have to think about you got to realize it's not about you. I know we're realtors. You know, it's all about them. But it's not about you. It's the people you make the content for. So rather than being salesy, think about oh, how can I help people? So like you just said, you might want to educate people on what's going on instead of trying to be salesy and say, Oh, it's not that bad. You know, whatever. No, you want to teach them, educate them.And what's going on serve them, you know, it's a three either educating entertaining and engaging content, you want to do those three. And that's really what goes a long way. And that also goes back to the know like and trust factor is, people feel like they know you, they like you and trust you when you're giving out free vital information, right?Or you're muted, and you have to do a lot of it nowadays.Like you can't justlike that's the thing. And that's where this multipurpose thing comes across. Like, this show right here will cut this thing up into what six or eight different clips, those six, eight different clips. And here's the other thing with content, at least with videos you guys are creating right now. videos that I've created, I'm gonna I'm gonna start recycling all my videos, because no one remembers them. This is one thing that people have already posted that video. No one remembers it, dude. Like you could create, you could do like six months worth of content, and then recycle that six months worth of content again, and I guarantee you like probably no one will ever notice on Facebook. Oh, you did that. We already saw that that one time? Like, do you remember what your best friend posted three days ago? No. Do you remember? What year? Are you married? No. You have a girlfriend? Yeah. Do you know what your girlfriend posted last night? No.I don't care. Well, multi purposing content also gives you guys more content to go out there because we do have to be everywhere all the time. So it's, it's good to have a lot of a lot of little jabs out there is what I'm getting at guys. VersusYeah, I also try to tell people, you know, you want to mix it up, because you make a good point. Like I could post something today, and maybe only 10 People see it anyway. But I try to tell people mix it up between evergreen content and topical stuff, that at the Evergreen stuff you can just recycle. So if you do if you do a video now about mortgage rates, you know, obviously in six months might not be able to use that video. But if you do something about like, first time home buying tips or home staging tips, that's something that you could reuse multiple times. So you kind of want to mix it in with, you know, relevant stuff. And then evergreen and evergreen for people that don't know, it's something that's timeless, you know, like something factual, or a piece of advice that will never go out of style, like they can always continuously use. So I would always tell people to mix it up. What do you believe are the best types of content to multipurpose podcast is given for sure.What other types of content? Can we multipurpose? Yeah, so I always say, you know, what, YouTube, I think the sweet spot is kind of like three to seven minutes. So I always I would say make a video. And the other thing I think people don't realize is like, right now we're on Zoom, you know, I use stream yard Facebook Live, like you don't necessarily need like this crazy setup anymore. You know, you can use green screen if you want. But even that, like you don't need a crazy setup, you don't need a crazy camera crew, like, as long as you have decent internet and a good, you know, good camera or computer. Like you can record stuff through zoom. So that's what I do, I use stream yard or zoom. So I would use that to record like a three to seven minute informative educational video. And then I've cut clips from that, so that you're making one long, it's all about the long form content, right, you make one piece of long form content, and then you can cut pieces up from that. So if you do three tips, three home staging tips, you could literally take all three tips and cut them up into three separate videos as well. And then the context of that would be it's three separate tips that you can use instead of the whole long form video where it's three tips. If that. Does that make sense? Yep. Like you could take make one video about three tips, and then cut that up into three pieces. And then it's one individual tip. And you would just have to edit it a certain way and write the captions in certain ways, or the context makes sense. Yep. See, there's a lot of stuff you guys that we have out there.I don't think thatif you're in like, here's what's happening, I think that right now, you guys have an option opportunity. Let's face it, like last three, four or five years in the market. I've been nuts. People haven't had to work much to get business. Let's be honest. It the business has been very easy guys. Business was everywhere, people are just coming to us. But as the shift comes in, you're gonna have a couple decisions to make one of those decisions to make and what are you gonna spend your money on? Or what do you spend your energy on? And, you know, one of those things is you got to consider nowadays is content, and not so much on how you're going to create it, anything you do is content, right? You don't have to if you're not going to get on video, or you have a face made for radio,even though I don't believe anyone does, but you might feel that way inside. Well, then great. You need to do something on audio, or you're gonna have to create a lot of social content, but everybody is in the business of creating content nowadays. And the faster you get to doing it, it's not going to happen overnight. But you're going to start realizing as you learn, it's learning how I learned how Zack learned here. Like when you first started creating content, it took me like a year and a half to get to understand it. You know, like back it was like 2013 2014 I was like, How can I create business? Just talking I'm not talking aboutReal Estate, it was just mind boggling to me. I was always like, wait, what do you mean, I could do a video on a neighborhood and it's gonna lead to real estate business? Don't I have to be talking about real estate?And then I realized it's just a giant popularity contest? Because no, the more you talk about work, the less people listen.It's not about what you talk about. It's like that it contains one of the three which How do you put the three E'seducational, entertaining and engaging energy, energy, educational, entertaining, and engaging. So let's get that let's give them some examples. Some tangible stuff that you'll walk away with.Education mentioned the community ones, sorry to cut you off. But I think they're doing you know, doing community video that the prime example of that, you know, as long as you're entertaining, you know, as long as you kind of make it fun and not boring, but I think that's a great, that's educational, entertaining, and engaging is go out in the community making these videos, those are one of the best videos I could do, you could do as our community tours, anything on site. But the reason why a lot of people don't do them is because they take time to do and people don't want to spend an hour doing a video. I don't get it. But it is what it is. Yeah, you know, it's getting so expensive to run ads. And people are not responding to ads like they used to, because we're so inundated with ads. So I don't really I mean, I believe in it somewhat. But like running, just running Facebook ads is not as effective as it was, you know, running Google Ads super expensive job with content, you can really attract people rather than chasing them. And it's significantly lot less cheaper than running ads, it just takes more time, like you were saying,you either I forget what girl I was listening to. Butit's like when you start out in real estate, you don't have a lot of money, but you have a lot of time.So at that those types of people, you know, you had to put in the sweat equity to get there, right. But you have other people make a lot of money in real estate, and they don't have a lot of time, but they have the money to pay someone to still get it done for them. So you got to look at which route you're in. I still believe though that regardless of what you do with content creation, you have to learn it yourself. Otherwise, it'll never work. And you have to do it yourself. It's something that you can't outsource 100% ever because you can't outsource authenticity. And you know, like, as we could create content for people, we do it all the time, we'll create well script, whether it was through your videos, but if you're not into it, it doesn't work as like you have to mentally be into it to that's why your content strategy, you have to be excited about what you're creating. If you're not it doesn't last. But I do know that if you're not creating, you're not going to last because somebody else is marketing your network. Somebody else is infiltrating you right now. And the only thing we have left and this entire business, I believe, is content creation and your personal brand. You don't have a brand unless you're creating content.Yeah, I mean, unfortunately, it's not for everyone. And so you definitely have to enjoy it.But I think more people would enjoy it than they realize. I think there's a lot of people out there who are scared to do it. And they don't realize how fun it is, you know, the the best part is, you have the best job you come up with the ideas, you edit it and stuff, but the best part of it is coming up with the ideas and filming it being on camera. And then, you know, if you're just starting out, I also agree you should learn how to do it, just so that you know and just so you know, people can't bullshit you with another video company. You might hire them and they might bullshit you and say it cost this much it takes this long. When you do the process yourself. You kind of get a better understanding of how it works, but it's fun. That's the big thing to it. I don't think people realize that they're scared, but what do you have to lose? You know, besides making yourself look like an ass but who cares? anywheres Yeah, dude, if you're not scared to show up to a listing appointment, you're not scared to get on video. It's just new. Like my first listing appointment. I was shitting bricks. I was like, Holy fuck, I gotta go get a listing. I was 24 years old. And I was like, Dude, this guy's not gonna take me seriously I don't even own real estate.Didn't I did not go to the listing appointment though. I didn't get it. But I didn't go to I did not show up. I still I still went up to bat. You know? And that's what the same thing is with video. The first time I shot a video I was like, whoa, this weird, dude. I don't want to do this. This is This is creepy. You know, I'm kind of doing dude, what do I think I'm like Steven Spielberg are some just some dude in Chicago like, you know, shoot a fucking video. What are you talking about, bro?But you it's not hard. It's just new. You have to be willing to be uncomfortable if you're not constantly, like, if I'm not constantly uncomfortable. I'm fucking not growing. Yeah, comfort comes from the comfort from the discomfort. Yeah, I've been uncomfortable as fuck for the last five years.But I thrive in it. I love it. It's because I'm always pushing the envelope folks, and you have to be willing to do what others won't otherwise someone else will do it for you. So video and content creation is just one of those things. If it's not video, it's something else. It's podcasts. If it's not podcasts, it's become a real expert become a tick tock expert. Whatever it is. It doesn't matter but you have to get on this you guys I'm not I'm singing I'mI don't need the alarm. We're not We're not fucking around over here. Yeah, I'm sounding the alarm is it? I mean, it's here. It's here. Like I'm in the process of building my own personal brand and my first couple of videos like I didn't want to do it. You know, I went, I'm in Philly. So I was at a public park, and I had to get the balls to do a live in the park. Once I hit record, I forgot about everyone around me. I did the video and I get people commenting to me all the time. Like, I love that video you did, blah, blah, blah. So you just have to put yourself out there like you really don't have what do you have to lose? You really don't want your pride. You're scared like put, you know, set all that shit aside and like, just go out there and do it. Because like you said, someone else is doing it in your market. And they're building their brand and they're becoming the go to agent in their in their market. And you're not so who's really winning in the end? Yep. And a lot of them are working with real estate marketing dude, just throwing it out there, guys just want to throw it out there. Hey, Zack, why don't you any other final thoughts? You want to mention here?I think the other thing is, you know, tick tock really changed the landscape and of everything. So the point and shoot style is really what's big right now. So it's not really no excuse not to do it you have if you have a cell phone and you have Wi Fi, there's no excuse not to do it. And tick tock, you can even edit the video in the app or real Instagram real you can edit in the app. So just take baby steps. And it doesn't have to be anything crazy. You just have to start like that's what I try to tell people is just start and you'll figure it out along the way. I agree fail forward. It's the best way to do it. You learn the hard way. But that's the only way you learn if everything was easy, you wouldn't learn anything. And then you just skate through life. But no one wants to skate through life. I want to I want to explore it. I want to fall face first and then I want to figure it out. Zach, why don't you go ahead and tell everyone your info if you guys want to reach out to him? Sure, yeah, so you can check out my website at Zach show.com. So ZACS Hu ll.com. You can learn more there how we can help your business video editing podcasts producing YouTube page producing. Then I also have my own podcasts called coaches and content that's on YouTube all podcast platforms. Mike was gracious enough to be on there that episode will be out soon. But we cover a lot of digital marketing live for entrepreneurs and agents, a little bit of lifestyle stuff but it's all about value and how to help small businesses grow you know whether it's social media, video editing, sales, whatever. So check out coaches and content oh man appreciate you Zack appreciate you guys listening to another episode of The Marketing dude podcast books if you want to start creating content whether it's you just need consulting services coaching help, or you want to actually do the work for you script editing, distribute whatever it is regarding video content creation blogging, inner multi purposing we can definitely help you with that and I would love to have the conversation. But regardless of what that is, you have to have the conversation with it's with me it was Zach it was somebody else it doesn't matter. Get out there and start getting on video use his time right now to start creating content, come up with a content plan and content strategy that you remain consistent on and watch what happens in the next six months. I mean, there's a reason why everybody who does video successful everyone who creates content is successful I've yet to see someone who's done any type of content creation consistently for minimum time of three months. Tell me it doesn't work if you if I've never seen it. I've never seen anyone create content for three months say Mike this doesn't work. Like I've never seen it and folks, it's going to work just do it. Double down this is the time to do it. Folks, visit us i real estate marketing do.com That's real estate marketing do.com and book demo with a dude I'll get on the call sure exactly what we can help you with there's coaching services or all the above. And we will see you on next week's episode. Peace everyone.Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Today we are talking about how we work on our business, quite often real estate's a very easy business to literally become a slave to. People think that we can just choose our own hours, we don't choose our own hours our clients do. And if their clients are choosing our hours for us, that means you have none. So what we have to really do is work very smart.Jess Lenouvel is the creator of The Listings Lab and has helped thousands of real estate agents manage their time and business to start attracting clients and not chase them.Three Things You’ll Learn in This EpisodeHow to prepare your business for a market correctionHow to better manage you timeHow to become a seven figure realtorResourcesLearn more about Jess LenouvelReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. What we're gonna be chatting about today, folks is, well, let's be honest, we're getting to we're seeing a correction. And during the correction, it's time to sort of revamp, look at our businesses, our systems, look at all the stuff that we're actually doing and get ready for it. And one of those things is on how we work on our business, quite often real estate's a very easy business to, you know, literally like become a slave to like, you can just you don't own a business people think that we can just like, it's great, we choose our own hours, we don't choose our own hours our clients do. And if their clients are choosing our hours for us, that means you have none. So what we have to really do is work very smart. This is something I'm passionate about, I used to always be someone that always stuck working in the business stuck in a hamster wheel. And once I started really studying business, and this isn't even a real estate thing, it's a business thing, right? Working on it is more important than working in it, otherwise, you'll never grow it. So that's going to be the concept of today. And we have a an author here who just released a book. And it's doing very, very well number one on both Canada and the United States. So without further ado, she's going to talk about the concepts of those books. And if you are feeling like you're running on a hamster wheel, I think you get a lot out of today. So let's welcome our guests. He's been on the show before so you guys may know her already. But if not, let's go just Len NevilleLenovo. That was really close lead NervilleI told her. I told you I was gonna butcher your name. But she's corrected me. But just go ahead and tell everyone who the hell are you?I am Jess I have been in the real estate space for a long time. I grew up in the industry, got my license at 21. My mom's been an agent for 35 year odd years, somewhere in and around there. And yeah, I built a multi seven figure team myself and then transitioned out of selling into helping agents scale their businesses through programs. And murder may 17, I released a book called more money less hustle, becoming a seven figure real estate agent, which is it's out and it's doing well. And I'm glad I'm grateful and I'm glad and it was a it was a really fun. It was a really fun one to two, I say Right. But to be honest, I didn't write it. I dictated it. Because it literally just was more of like a stream of consciousness thing than it was something that I like very meticulously kind of sat down and wrote. I never grew up thinking I was gonna write a book. It wasn't a goal of mine. I got frustrated with a lot of what was out there. And, yeah, I got I got frustrated with what was out there. Because I think that a lot of it is a lot of what is being taught out there is still that hustle grind, you know, crushing it mentality, which is not what I think leads to happy agents. Andit's a hamster wheel. Like we said, like the business sucks. I I moved to San Diego, so I so I can stop selling real estate, because if I would have stuck in Chicago, I would have still been doing it and I hated it. That's why I created real estate marketing. I love the marketing side of it. But I am burnt out man, I'm 17 years in the business I'm done. Doesn't mean I don't like to be in the business I got I sort of miss it in a sense. But yeah, because it's so grinding. So let's get into the principles of the book. Obviously. You're good on time management and all that. And that's probably what the number one skill. I think any real estate agent needs a master. But how do we go out and make more money? Less hustle? What do you what do you what are we doing here? What a real estate agents doing wrong?Yeah, so I mean, the way that I wrote the book is I broke it down into six different pillars, but the ones that are going to really buy back time, like obviously marketing is in there and but but the things that are gonna buy back time are your outs, your automation, your automation operations, outsourcing that side of it, and also the team and hiring aspect of it. And so many agents build teams the wrong way. And we've all been trained in like the same way from the very beginning where, you know, you become the bottleneck, and then you hire an assistant or you become the bottleneck and then you hire your first agent. And there's a step missing in there, because that training and that concept was developed in the 70s in the 80s We have this concept now, which is automation. Right? So Tim Ferriss teaches, you know, eliminate, automate, outsource, it's the perfect way of going about it, can it be eliminated, can it be automated and then last resort, can it be outsourced, there's so many agents out there, right now we're paying a full time salary $50,000 A year or $20, an hour, whatever you're paying to someone, for them to do repetitive tasks that a piece of software can do for $500 a year. And so not only is it time inefficient, but it's also money inefficient. So you know, a lot of what this book really is really geared towards is figuring out, what is it that you want? What do you want the business to look like? What do you want your life to look like? What do you want the day to day to look like? And how do we reverse engineer it? But there are certain principles that are going to show up no matter what, which the first one is a task? Got it? Because I think so many agents are misaligned, when it comes to Well, why would I pay someone $30? To do it when I can just do it? Well, it's because you're valuing money over time. And if you took that $30 An hour task, and you gave it to someone else paid someone $30 to do it, and you replaced it with $1,000 An hour task, then you're ahead. And for most people, what they don't realize is I can do an audit of their time, and look at the value assign an approximate value for the different tasks that they're doing on a day to day basis. And I can tell them how much money they're making.Interesting. So like, we don't put a value on our time. And that's really well said, and what do you say to someone, though, that's like, Hey, I'm just starting in real estate, I'm broke, I don't know where my next commission is going to be. I don't know, when I'm gonna get paid. I'm living a life of peaks and valleys. What do we say to them?You need to be consistent with your marketing. Because really, at the end of the day, like there are like you don't run a business if you don't have clients. So there's like, there's layers of this right. And and the people are asking me all the time right now is who Who is this book for? Is it for that seasoned agent? Who's going who's like, on their way to seven figures? Or is it for a new agent? And my answer is kind of both. And I'm not saying that because I want to sell more books, even though I want to sell more books? The answer is, is that someone who is at half a million, a million, you know, in that range, they're going to take very different things out of this book than a new agent? Well, sure, the new agent is going to look at the overall the overall, you know, strategies, and how not to make mistakes. Whereas the more seasoned agent, or the or the agent who is at a higher level is going to be reworking things that are not set up the way that they should be in their existing business. So it's kind of twofold. But usually what I'll say is like, you know, the marketing piece is going to be piece number one, because I think that in order for you to have a real sustainable business, it really has to it has to be marketing first. So the way that we have the book laid out, is pillar one is marketing. Pillar two is mindset. So it's how are you actually thinking about your business? Are you are you thinking about the business? Like from a, from like, the mindset of of a successful person? I think so often, what happens is we think of our businesses as small businesses, and so they remain small businesses. Right, so that we then we have clients and signature system, which actually creates better services better late, essentially, the product that you're selling, and I think that a lot of agents forget, and this is what you know, one of the things that I get quoted on most, you don't sell real estate, you sell services, and you consult on the sale of real estate. Yep. And so you your your product, which is your service package has to be dialed in and has to be has to be repeatable. So that becomes kind of that next step. Then we've got sales conversations or sales conversions, which is, you know, if you're you can be the best marketer in the world. If you can't get in front of someone and get that person to that next step. It doesn't matter what's going to what, like, it doesn't matter. Right. Are you actually good at getting someone to that next step?Let's stop it right there. back some of these things. Yeah. So first off MT non money making activities let me give you one all you guys trying to edit your own videos, to hire real estate marketing, dude, that is a complete waste of time and you're not going to be good at it. He didn't. He was just like, I'm not gonna do anything. That's why we have editors. But stop editing your own videos and hire me Okay, dammit. But that's true. You gotta get rid of all those tasks that can be beyond there. But you just said something. It's really important. You're right. We're not salespeople. We're service people. And you don't have a service though. If you don't have anything that is duplicatable and what people often don't ever think about in real estate at all is what is your process look like? Like what's your process to working with buyers and sellers? Do you have a consistent gift? Are there systems in place most people don't they run around with their head cut off and there is nothing duplicatable, which means you're just a salesperson chasing the check. And if you can't deliver that service that people remember you don't have a business like there's a reason like when you go into a hotel that the beds are all made the same way. Yeah, folded the same way. Right? Yeah. There's a reason when you go into a restaurant that the food tastes the same. Imagine going into like your favorite restaurant or McDonald's even McDonald's is giving me time to different Yeah, well, that's what happens in real estate. Like you got to have systems I used to have systems for everything I had. When I had a referral. I had a little card I'd send out those automated $10 gift card. I would have a nice to meet you. Thanks for closing gift was the same each and every time. When a clear to close came in the business I had a clear to close gift that I would send the people. I had systems and little customer service touches in a systemized way that we all duplicated. And you're right you can't run a business because you can't have a brand without something that's duplicatable. And what is duplicatable and your business does your process, people often overlook that. So I'm glad that you touched on that.There's a whole section on it on signature systems and how it is connected to each and every piece. If you don't have a really solid signature process or signature system, then you won't get as many repeats, you won't get any referrals, you won't actually handle as many clients, right? It's connected. And it usually becomes the bottleneck. I say to people all the time, if I dropped 100 deals on you what would happen? And they're like, oh, everything would fall apart. Yeah. And it's like, well, then we need we need systems, we need processes, and we need to make sure that everything in your business is repeatable.Yep, I like it. I like it. Alright, marketing, let's unpack that a little bit. What do you see, there's marketing. And then there's lead generation, there's a difference.100%. Right, I like to break it down. I like to break it down between lead generation, nurture, and then conversion. Because I think that all three of them are very, are three separate things. And when we do like I do this audit, sometimes with businesses where we look at the six different levers that you can pull to grow from a business growth perspective. And lead gen is literally just how many people are coming into your world. And almost 100% of the time when I talk to an agent, I'm like, what, like, what, like, where's the challenge in your business? I need more leads. I'm like, Do you need more leads? Or do you need more clients? Yes. And they're like, Well, isn't that the same thing? No, no, not necessarily. Right? And so the conversation happens, it's okay, so there's the lead gen part of it, which I'm kind of, of the mind that like, most people can generate leads. That's not the hardest part of it. Right?And you could, you know, you could buy him, you could generate them, you know,a lot of ways to bring them in. But the magic actually happens in the nurture and the conversion stages, which is how do you get someone and what we teach is the psychological journey from stranger to client. So you know, how do you get someone to touch and touch all of the points that they need to build that elusive know, like and trust, and to be able to have them become from a cold lead to an inbound client, for that person to be reaching out to you to say, hey, you know what, I'd like to have a conversation. I'd like to hear about what you like, I'd like to hear about your services. Yep. Know that that piece is your nurture piece. That's the piece that most agents don't have at all. They go straight from lead gen to I'm going to try to call and convert Yeah.100% There is no, this is all branding, guys. It's like your personal brand. Let me paint a picture for people. So we have this mortgage broker and I'm rebranding, this is funny, you guys will like this. And I'm rebranding him. And this is what he wants to start is very slim. He wants to get on video, right? He wants to go out and do video do a video but he doesn't like his brand, which means doesn't like his process or what he stands for. And his brand is like the mortgage planner. He's like, like, I'm not a mortgage planner at all, like at all. Like I don't I don't plan anything. I'm totally unorganized. Like it doesn't fit me and therefore he can't get out of here. That's what's holding him back. Yeah, so after you get to know me know, this guy's like he ends up being a Star Wars nerd. So we rebrand him made the rate be with you is his tagline now, right? And it's all like Star Wars and he calls himself the Rebel Alliance mortgage team. And now how we're gonna adapt that into his process is that he has everything done through a Star Wars theme. That's what people are gonna remember guys, even the way he communicates. So we're bouncing off ideas, and we're defining process and all that stuff right now. And you know, like, he Jabba the Hutt is gonna cut the fat out of the loan process, right? Like there's all kinds of different ways that you can go ahead and create that experience that we're talking about that people will actually remember. And like There's who are who are you going to remember more? And who are you going to refer more? Because your services marketing? Yeah. Right. Andthat's what the people most important part is important part. It'speople remember how you made them feel that's like, you know, we all hear that st all the time. This is how, like, no one will remember the guy that gets refinanced from Quicken Loans, but they're gonna remember the Star Wars Darth Vader refinance process forever. And there are a lot more, that's just how this you takethe edge off of it totally right, like money is stressful real estate is stressful. Yep. And the more streamlined it is, the more the more enjoyable it is. And the more people this is all about human to human connection people buy from humans. Yep. And so a lot of this comes down to you know, are you What does that psychological journey look like? Are you taking them from stranger to client in as much of an automated way as possible? And then is there consistency? Once you get in front of that person or someone on your team gets in front of that person? Are they going through all of this marketing, and then all of a sudden, they're like, this doesn't feel the same? Yeah, or this isn't what I thought that I was signing up for, or I met this person in real life. And like, I just didn't like them. Because their marketing did was not authentic to who they actually are.And know what that sort of reminds me of is like, when you show up to a restaurant and meet a client, you're like, that's not who I saw in the picture of your day.And real estate agents love that. Right? It's like the glamour shot from the agent. That's what we're known for. And, and I think that it all it all comes down to like video for one. Anybody who says to Me, I'm completely opposed to doing video. Well, I can't help you. Yeah, because really like how in today's day and age, how can you build human connection with someone if you can't see them on video?Yep. I agree. It's not longer optional. It's necessary.Yep. Yep. So So there's, there's, there's all of these pieces. Plus Lena, we teach the, we teach the social media stuff, which is like the you know how to do it without throwing a bunch of money behind it. And then we also teach the paid traffic part of it, which is, you know, how to how to do it at scale. And then, you know, there's, there's elements of the personal side of it. Sometimes people will say, I'm a very private person. And I'm like, you get to be very private, if you want. But we need to have personal elements. I don't need you to necessarily talk to me about like your childhood trauma. But I do need to have some personal elements about how much you love your dog. Yeah, right. Like I need.We don't we don't care about we don't care about your foot fetish. But we need to know that your family man, right,exactly, exactly. Like Like, what are your values? What matters to you, like, give us something to work with? You get to be incrediblyprivate, but just, I might turn some people off if I do that.Well, good. Good, because, you know, I wouldn't you rather have 1000 people who absolutely love you than 100,000 people who really don't care. Yeah, who could take or leave you? Right? And that's really what it comes down to.I agree. I like let's get back in the mindset, thing of it. I don't even mean we're sort of chatting through it. It's just how we're looking at our business. How does that? Yeah, you guys can see some of these ideas that we're we're just chatting here. You know, I mean, yeah, this is, but this is a stuff like what's cool about what I always like about real estate is that everyone's different, which means every single service should be different, but we don't see that. That's why like, I can call myself a dude. And I just started a team here. Give me a year from now, I'll be glad to report my numbers. But it's all marketing because I know there's no other real estate dudes in San Diego. It's a perfect market to launch it. Dude, Brandon is very coastal. Right? Yeah, so the dude process so that's what I'm working through right now is I'm putting together like systems and how to dude sell real estate. Yeah, cuz I'm not going to be the one selling real estate. But I have to create a process for agents to follow because none of them have one. ButI need to have consistency. And the scalability of your business is partially based on Is there a repeatable process? And if somebody comes in and works with Sally, well, your dude so like, maybe there's not a Sally on your team, but it's the same idea. We could have dude, okay, okay. Okay. So so someone works with Sally versus someone works with Mike, they need to have you know, the personality may not be exactly the same. The conversations may not be exactly the same, but the process needs to beYeah. Yep. Yeah. 100% I like it. Let's get into a little bit on the listing lab stuff because I know you concentrate a lot on listings, and that's like your, your core and bread and butter. Yeah, and I think like, like right now it's gonna be all listings, like the market shifted in 45 days. It's so crazy that people are like, just 60 days ago. Oh, yeah, real estate. So easy money, many, many, many, many offers. And then now everyone's like, holy shit, what just happened? Yeah, and people are scared. Right? You guys These are the best times to be in real estate these are when you take over Yeah, it's the best like this these are so this is when you double down on this shit.I have been talking for years about like the moment where all the people who shouldn't be selling real estate will get out. And I'm really hoping that this is the momentthat happened 10 years ago happens every 10 years that's a real estate cycle guysand the who are the people who are running real businesses and who are scaling real businesses and who are taking it seriously and treating it the way that it needs to be treated. Those are the people who are going to not only last but also thrive during this period of time. You know, we're coming from an 8020 rule to a 95 five rulethink it's gonna go that deep ah, I'm kind of hoping so. Yeah. Yeah, you guys when there's a shift, this is like the time that you get noticed like 100% We have a new product we just called listing or owner advocate and all it is is a seller process system. Right? We have five or six different ways we sell listings, like we you know, so we fix them this program, we have a trade in or buyer Move Up program, we have a sale leaseback program. And that's a process guys, the reason why we created as because it's a process that can be duplicatable, that sellers will remember, but each individual will treat it differently. Yeah. And it's okay to have a personal brand. But you also have to have that process.Yep. And it has to be customized to you to your market and to the people that you're trying to work with.What do you what are your predictions coming up with this market right now? What do you think's gonna happen? I'm curious, you have a lot of experience.What I what I think is going to happen with the market.What do you think sure going on?I really think that you know, it also depends on where I don't think that we're gonna see necessarily exactly the same trends right across North America. I think we're gonna see micro pockets. I think that I mean, even just look at the you live in California, the excess that has happened a little bit, right, a lot.There's a lot of people right now actually, that are trying to rush the list because they know they missed the wave, you're seeing listings popping up like crazy, there's no inventory. Now people are like, Oh, it's listless, listless list is becauseeveryone's going to Austin, Texas, or Nashville, or, you know. And so, you know, a lot of it is just going to come down to like those micro pockets. And the people who are really going to do the best are going to be the people who can interpret the data and not just regurgitate it. I think there's so many agents out there that are that are spewing out infographics that are taking something that their their brokerage provided them and throwing it out there as without any interpretation of the data without any information on what does this actually mean for you. And people don't understand it. And people don't understand what it means. And the more that we can actually set yourself up as the authority that can interpret the data that understands the data, and that has a process that can lead you through the process in this specific market is going to make a really big difference.How many people were just posting, I mean, just um, guys, this is only 6090 days ago, the markets never going to go down. It will never go down in percentages, this market is never going to crash or it's not going to crash, it's going to correct. And we will I mean, it's got to correct before it crashes. So we can't say it's not gonna crash? We don't know. But I don't think I don't I don't see. And I think you're right on with the pockets, because people are still going to be moving to Florida, Texas, and all those markets and that migration wave with what's happening, just because the cost of living costs everywhere going through the roof. So yeah, I totally agree with that. Interesting, what else you want to chat on? On this, Jess? What else what other insights you want to share with Damian?I think that the number one lesson that I'm hoping people are getting from the book is that we only get to do this once. And the number one regret, I dedicated the book to my mom, because I think that she really ingrain this in me from when I was very small. The number one regret for people at the end of their life is that they work too much. And that they didn't spend enough time with their friends and family that they didn't experience things. They didn't travel enough, whatever that looks like they didn't they spent too much time focused only on the earning of money. Now most agents will or you know, a lot of agents will grow to a certain point until they're quote unquote, successful, they're gonna do 250 $300,000. And they're gonna get stuck, because that becomes the bottleneck of the business. And it's actually the most painful place to be in your business because you are considered successful, but you're not successful enough that you actually have enough, I would say enough room to properly leverage and when you're not properly properly leveraged, you wear all the hats in your business, and the business relies on you getting up every day and putting one foot in front of the other. The idea of freedom or why people get into real estate in the first place is unlimited income. Being able to set your own schedule and being able to help people 99% of agents know ever hit all three of those, because they're actually not setting up their businesses with them in some of the ways that we've already talked about. So the reason I wrote this is because there are so many are, there's this huge generation of burnt out agents who are the, you know, the crushing it era, right? Tons and tons of burnt out agents and burnout, I think a lot of the time people misunderstand it. And they think, Oh, well, I'll just go on vacation for a week, burnout takes years to actually properly recover from. And so if you, you keep trying to push and you keep trying to move through, and keep doing things the same way that you've always done that done them, at some point, you become the thing that breaks, and you leave, you're either have to get out, or you have to you have to rejig the entire business, which is what this is all about. It's about setting up your business so that you have the trifecta of why we get into the business in the first place. And you can have that path out of production, if you want, you can have that, you know, multi seven figure business. And when I when I'm throwing numbers around like this, you do not have to be a genius to build a seven figure business, you just have to take the right steps, put the right processes in place. And then, you know, make sure that you're holding those boundaries really solidly, because there's a lot of people who build teams, and then they essentially become the personal assistant to everyone on the team, which is the opposite of what we're talking about. So it really just all comes down to what are you building? And why like, what's the end point? And have you actually reverse engineered every single thing in your business backwards from there?Yep. Yeah, I mean, you're on that person. Seven, five years ago, you know, I used your system. I didn't have quite a system I got out, I just quit. And I started over, which is where we're at today. So very well said, You guys get this book. Why don't you go ahead and tell them really quick again, about where they get it. And all your info, and then we'll get this wrapped up?Yeah, cool. So it's called more money less hustle. If you're watching a video of any sort, this is what it looks like. And becoming the seven figure real estate agent. It's available on amazon.ca and amazon.com. It's, you know, physical book and Kindle. Hopefully soon, I'm going to record the audio book in about 10 days. So that'll also be coming out in a couple of months. But yeah, I'm excited. I'm excited about it. And so far, the feedback has been amazing.Awesome. Well, thank you for sharing. Folks. This isn't always about selling houses. It's about running a business. You guys need help with that. Check out this book. Get it the call, just check out our other stuff. She's got a really cool service and listening labs and you guys can listen labs.com I believe is the website for that. But yeah, we appreciate guys watching another episode or listening to another episode of real estate marketing dude, check us out. Leave us some reviews, follow us on YouTube, Instagram, Facebook, and call me. Let us help you script and edit these videos. This isn't rocket science. We take all that grunt work out and she started teed me up for this because editing your own videos and distributing them and really creating content is a waste of your time. It's not a money making activity. And it is something that you should outsource to real estate marketing dude. If you guys are interested in that, please visit our website at real estate marketing do.com or estate marketing do.com And we'll see you guys next week. Thank you. Bye. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

We're chatting about Google My Business today, and you guys have probably heard of this. I've been hearing nothing but success stories of people all over the place that are using Google My Business and getting listings, getting buyers, getting clients, and it makes a lot of sense. The problem is I don't really know how it works. So we're bringing on a returning guest who's been on here if you guys followed the show, we talked about how to dominate your sphere of influence through Facebook groups and stay in touch with them.Will Penney has been a real estate professional since 1988, Will has overseen the purchase and sale of more than $250,000,000 worth of real estate in Stow, OH and its surrounding communities. Be sure to check out his website for more information. Three Things You’ll Learn in This EpisodeHow to use Google My BusinessIs it better than Zillow reviews?How reviews help your businessResourcesLearn more about Will PenneyReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. This podcast is all about building a strong personal brand people have come to know, like trust, and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome another episode of real estate marketing, dude, podcasts, what we're chatting about today is going to be something that I've been hearing quite a little bit of buzz about. But I'll be honest with you, I have no idea how it works. So anytime that happens, we bring on guests that are experts in different areas of different aspects of real estate marketing, and then we have them, school us on what we need to know about it. And what we're chatting about today is going to be Google My Business. And you guys have probably heard this, and I've been hearing nothing but success stories of people all over the place that are using Google My Business and getting listings, getting buyers getting clients. And it makes a lot of sense. The problem is I don't really know how it works. Exactly. So we're bringing on a returning guest who's been on here if you guys followed a show, we talked about how to generate dominate your sphere of influence through Facebook groups and stay in touch of them. That was Mr. Will Penny and will Penny is back with another piece of content that he's having a lot of success on. So my kids get it on the show was become a good friend. And he knows his stuff. And he's just sort of tells it how it is. He's blunt. He tells it and doesn't BS people. So I appreciate that and appreciate you coming back on the show. We'll How you doing buddy?I'm glad to be back man. I always appreciate listen to your podcast. And you're right, we have become good friends. I like the relationship we have. So I started listening to your podcast because you all you talk about is relationship marketing, through video and other you know, other tools and our business is about 70% referrals. My little team of five we do about 200 deals a year. We're just south of Cleveland, Ohio. I've been a realtor since 1988 34 years ago when I was 1953. Now so dinosaur on oldest shit. I look about my hair. But anyway, that my 35th year in the business and we just cut Zillow out completely I paid them $40 a month now for a crap zip code just so I can keep my premiere agent profile. Because we got 557 reviews on Zillow on Zillow. About two years ago, I predicted that Zillow would eventually shut down their find an agent page. And the reason is, is that they're going to the FLEX program throughout the country where they're charging referral fees, especially now that they got out of the eye buyer world because that was a complete debacle. Richard Barton missed the mark there. So anyway, I think that's his name, isn't it Rich Barton,some, the guy who started the Travelocity,whatever. So anyway, I figured that they would end up shutting down the Find an agent page, because you can't get you can't ensure that you're gonna get referral fees. If you allow a if you allow consumers to search for agents, it kind of makes sense. They haven't done it yet, but they're gonna. So I had all my Zillow reviews, because we've been all in for reviews for a long time. I've done a bunch of interviews on how to get 500 reviews on Zillow, but I don't have anybody review me on Zillow now. So two years ago, I started looking into Google, you can have a Google profile for free. It's starting to get saturated. So the key is that you need to have a lot of reviews, you need to respond to the reviews. So I just started having my clients review me on Google, then, about a year and a half ago, I, I was made aware of their GLS program, Google Local Services. And basically it's a Google Pay paid ad. So they promote you, you have to get background check. They do. You know they check to make sure you got insurance to check to make sure you've got no weird history. And then they give you a nice little green checkmark saying Google verified and then you have to pay a budget. You can pick the budget, but then they promote you. If someone puts in top real estate agents or top Realtors near me, you show up, you show up. Sothis is Google My Business.It's just Yeah, I mean, I don't know. Google Local Services is a sponsored ad program. They actually have a program called GLS Google Local Services. And you can Google that. And anyway, you can get you can you you can set up your own profile, but then they set up another one for you for the GLS program because that's all paid it's not ordered.So Well, let me unwind this a little bit. You got pissed off at Zillow two years ago, because you saw what was coming down the pipe there. You're going to flex programming and you had a lot of your social proof on Zillow 500 Plus Reviews. So two years ago, you just started figuring out I gotta find somewhere else for my reviews because Zillow is gonna backdoor me. And then you sort of just ended up getting more listings doing this, right.Yeah, because where many listings you generate amonth off your Google My Business? And I want to go from the end of the back?Oh, at least one. Great. And that's you pay for that?Is there any ad costs involved? Yeah.So my, my spend is 1200 a month. So you figure my average commission check even in Ohio is about 6700. And the cool thing is because it's social proof, by the time they call you, they've they've checked you out, I mean, you're you're attracting the type of consumer that values trust, and they value. They value a referral from hundreds of people versus aunt Matilda.So how do you? How many reviews do you have up right now? And Google?I think 212 212.And that's after the last two years of doing it, right?Yeah, but we, we've made getting reviews part of our process since 2010, when I joined Zillow. So we had a warning to everyone, my little public service announcement, my RSA realtor service announcement, do not ask for reviews, unless you get your process under control. Because if you're not answering your phone, or you only text or you like to just respond to emails, or if you, if you, if you delay, like how long it takes for someone to be able to get a hold of you, because you're spending six hours a day watching Instagram reels and you can't get anything else done, then don't ask for reviews because the truth will come out, and you won't like that. So we found that asking for reviews for us is the same as having a body cam as a police officer, you you tend to you tend to pay attention to what you're doing. Because everyone's watching. And when you ask for reviews, they're gonna tell you No, they'll either not give you one because they don't want to be confrontational, or they're gonna give you a really good one because they love you. So the key is to provide excellent service set expectations, communicate, be accessible. It's not that hard. And then, you know, getting reviews on Google is probably in my opinion, the best place to be right now.I get so how many reviews and but you're paying $1,200 a month to get promoted. So when people search tourister that's the local business thing. So they're they're pumping you out in the front, right?Yeah. So what happens is you get you get impressions. So you, you bid for it. It's all auction based, just like Zillow. And I say, and basically you can trust Google. I mean, maybe I'm naively trusting them. But you know, they, they want you to get you the most value for your money. That's how they've remained where they are. So I just have it set up so that they get to choose how much I want to bid so that they give me the best possible value. I'm trusting. I mean, it's a little wizard of oz easy for me, because I don't know what it's all tied to. But I don't know what's behind the curtain. But so far, you know, most of the weeks I don't hit my budget.Yeah. So I got to, let's get into how to ask and how to get testimonials. Because this is always a problem with people. I still have it, I don't think I have it. I know it's in my home office. I still have. I have a binder, it's a paper binder, and it was like this thick. So if you guys can't see this, it's about three inches, I'm making a three inch space between my fingers. I used to get all my I used to get I used to get all my testimonies on paper, and I used to ask them and then write them down. And then I would put the listing sheet next to it. And I would have this like binder ended up being like 15 pounds. And I would go to my listing presentations and I just dropped the binder on it costs $15 to create because there's that many papers. And I put the binder on the listing table or on the table and be like alright, so here's a bunch of my client reviews and all that. And some people would have me leave it but most people would never didn't want to take like a 15 pound book of testimonials. But I'd have their phone number, their pictures and the listing sheet of the property they purchased. And I had to do that early on because I was young. And I was like 27 and my prime and real estate 2829 30. But even then people still are like, Hey, you got to still prove yourself like you got to do what other people say about you is more powerful than what you'll ever say about yourself. And that's why your reviews page is the number one visited page on your site. It is on mine. And there's a reason why every website has a reviews page. It's because of what other people say about you and regardless of what people are thinking about when they're making a decision on on a purchasing decision. One of the thoughts that goes past their mind is like, well, what's everyone else saying about him? And that's what reviews are for. So like, you have to get reviews nowadays. The problem is, is that people get so excited about getting a commission that they forget to insert this into their process. And they don't get the review. Because if you wait too long, are you ever gonna get the review? Will you get the testimonial three weeks after closing?No, no, I text them the day they get the keys. But here's another major problem. And it goes back to what you do for a living. You know, retargeting if you don't even have the energy or the motivation or drive to ask your client to do you a solid and give you a review, yet probably don't have a system in place to stay in touch with them. You don't I mean, it's all tied together. Because the average we are paying no lead generation costs right now. Last summer when I was on talking about my Facebook group. And that business that I have, we we were still spending 1800 bucks a month on Zillow. Well, I can them two months ago, because they were they have flex in our area. They were taking my $1,800 they guaranteed me 2.6 leads a month.What's What's that? Like? For 1800? bucks?Yeah, what's that? 607 100 bucks a lead? I mean, I would walk a whole neighborhood for you for 1600 bucks for two hours and get you two leads. You don't I mean, it's like, it makes no sense. You, the value is just horrible. So I just cut them out. But the reason I was able to cut them out, is because over 70% of our business is referrals from past clients, you know, then we have client events. We do some mailings. You know, that kind of stuff. I'm I'm starting to do more. I'm starting to do more videos. By the way, there's a guy locally, Joe Tato, who is a client of yours, that kid is crushing it on YouTube, thanks to you. He I think that he's, he's, I think he puts he attributes you to his success more, more so than I think anybody so I just want to throw that out to you. Yeah, he's right in my market.Yeah, good. Good. You guys hear that? Like people get to know who you are when you work with us. It's pretty nice.Anyway, the reviews were I used to have that same book. I mean, the thing that people agents don't understand now they go around griping about how hard this business is. They forget that. And I know you're a lot younger than me, I'm 53. But, you know, when I started for the first 10 years of my career, we had no internet. I mean, I got realtor.com in 1997. So that was nine years after I'd been licensed. So we would have to present offers face to face. Well, you know, when I was 25, and I don't say this to brag, I'm just trying to set some perspective on how easy it is. Now, we didn't have a Google back then I had the exact same binder as you did, I had the mylar folders. And I would get someone to write me a letter or a card. And I'd stick the car, you know, the greeting card or the letter in there, I go pick it up from them, and say, Can I stop by four o'clock on Tuesday and grab a reference letter from you. If you don't have a chance to do it, I'll wait while you do it. And I go pick it up, stick it in there. And I bring that over. That's your credit report. That is the that's the currency of your business is what other people think about you we didn't have there was no social proof, you would have to just get letters, or greeting cards talking about how amazing you are, and you had to get a ton of them. Now, you know, with all of the platforms, you can get reviews, I've just found that for real estate reviews, people aren't going to Yelp because they think about food. Although Yelp is trying to promote themselves as a general platform, it's still food. There was a time where I was on Angie's List, and I had 34 reviews or something like that. And I was getting two listings a month for a while. But that kind of burned out. Google seems to be the place to go to get reviews, but you need to back up and make sure that you're providing the kind of service that is going to make them want anyone other than a family member want to give you five star review. You got to you got to step all the way back and fix your business. Yep. And it doesn't take that much, you know. So you just have to answer your phone be available. Everyone says, oh, it's I can't answer my phone. I don't know who it is. Well, you know, for years we used to do that. The only reason you can't do that now is because if you look at the screen time on your phone, and I'm just as guilty. The reason we become inefficient is because we spend so much time watching crap online.Yep, everyone's on their phone nowadays. Walk me through your guyses process and how you're, you're getting these like at what point in the transaction so that people can start making it part of their systems like you this is a checklist item guys so like when you're at the final walk through, maybe you inserted at that time or at the closing, maybe you get your testimony deadtime. But I used to always have a certain time that I would ask for the testimony or get it so that it became habit. And if you don't get into the habit, you stop asking for it. And if you don't ask for it upfront, you're not going to get it later.If it's a buyer, when you give them the keys, say, by the way, would you do me? Can I get weird with you for a second? What? Hey, remember, before I mentioned that, I'm going to ask you for a view, at the initial consultation, I tell my buyers and sellers by the way, if you ever decide to hate me, then the quickest way to ruin my life and make me lose three nights sleep is give me a bad review.That's a great way to put it. So I said that say that one more time at like, cons that's just like a close to that's a really close. Yeah, walk me through thebeginning of the relationship on the listing appointment, I talked to them about how relationships are important. And I say, if you think I'm full of crap, Google me. And you'll see that everything we do revolves around reviews, and our review of our reviews are the byproducts of excellent relationships. So if you if I, if I dropped the ball, I'm telling you right now, the way you get me back, is by giving me a bad review. If you really want to ruin my day or my week, give me a one star review. You know, just go do that. And I can't do anything about it to remove it. So that's what keeps me on my toes for 34 years. That's why we do over a million dollars in GCI with a tiny little team. You know, that's how we have a, we have a recession proof business. Because we've created energy around our tiny little shitty brand in Northeast Ohio. And, you know, at least 150 to 200 people a year find us. So I tell them about I tell them at the beginning of the relationship, the way you're going to reward me is I'm going to ask you for a review at the end. So think about the service that we're providing. I'm confident that we're going to do a good job. But if at any point during the process, you feel like I'm not responsive, or you know, you I've ghosted you, whatever, it won't be on purpose, I just asked you to please tell me because I will correct it, we are completely focused on you having a good experience. And I don't want to guess what a good experience is for you. So I tell them about it at the beginning. And then at the end, I say, hey, remember I said I was gonna ask you for a review. Do you mind if we jump on Google right now and you just give me a quick review. And then if I've got a seller who's closing, then I just text I call them don't ever just text them. People want to feel important. Right? If you call them up, and I say, Hey, Mike, just want to let you know, the deed just recorded. And you say, Oh, that's great. Well, thanks, dude. I really hope that you had a good experience with me. We really tried hard. I hope you feel like I proved myself to you. Oh, yeah, you did. Awesome. Well, hey, do you I hate to be weird, but do you mind? I said, I know, I'm an older guy. But reviews are important. Do you mind if I text you a link and you give me your five star review on Google? They're like, No, go ahead. I'm like, Cool. And then I go into my my notes, my notes on my phone, and I just copy and paste that into a text. And I'll read you, I'll read you my read you what it is. Hang on, this will take just one second or youpull that up. And then like, if you guys are getting to get a video testimony, then you have to do it when you're in person. Because very same thing is like, Oh, if you get a video testimonial, do it at the closing table or at the final walkthrough. It's when they're all pumped and all jazz and it takes three seconds. He's already given the keys. Yeah,yeah, I get. I get a 32nd 45 second video and we use that for retargeting. So here's I've got two texts that I saved in my notes. The first one says, Would you mind this is after a phone call. So you have to set them up at the beginning of the relationship and let them and give them the power that they can that they get to grade you. It really makes a huge difference. Yes. Then at the end, you say you call them and ask them for don't cheat and just send them a text. If you're just texting clients to say, hey, we just closed if you're using that as your main form of communication. I'm here to tell you, you're wrong. It's a belly to belly business. And certain things should not be texted and emailed. You need to call them that's what they'll remember. So then I say would you know can I text you a link to review? Yeah, of course. And it says would you mind clicking this link to give me a good review on Google reviews are really important to me only takes a minute. Thanks again for letting me work for you then the link then if they say yes on the phone. Then I have another one. It says here it is only takes a few minutes to write something up. Thanks again really appreciate it. Reviews are very important in my world happy face, and then the link. That's it. And we've got 212 And then every once in a while have a count if you've got a team listening to this. I have contests if I want to get to a new like to get to 200 we had like 187 and I I'm one of our team meetings, I said, All right, we got to get to 13, we got to get 13 reviews in the next week, I'm gonna give 25 I'm gonna Venmo 25 bucks to the to each review you get for the next 13 till we get to 200. And so I made a fun little thing with it for my agents, my four agents, and they all went out and started busting it to get reviews.I like it, it seems simple, but most people won't do it. And the reason is, because most people aren't running a business, your salesperson, Jason Chuck, and you got to start thinking about these things in your business. Because your brand is going to be very important going forward, especially with this shift coming up, people are start looking at new things, the business is going to be as easy it was the last few years. And as we see the economy shift, as we see the recession coming into taking place, as of right now may 2022. How people are going to be a lot more. What's the word cautious of who they decide to hire, they're gonna look into it a little bit more, especially as the market shifts, it's not easy anymore. And when it does people second guessed to you. So the more content and more reviews you have the better for you. Quite frankly, I just saw stat today from the Tom Ferry conference. francesi posted it and he said 40% of the licensed agents in the United States didn't do one deal last year. Yeah. 40% How many agents are there? There's like 1.2 million or something like that. 1.5. What is it?In 2008. In Northeast Ohio, we had at the Akron area Board of Realtors, we had 2500 and something agents at the end of 2009, it dropped to 12 130. So here, what happens is if you look at the average income of a real estate agent, and they're getting a check every, say, three weeks, and then as this market, you know, it's harder to get offers accepted, you're trying five, six times just to get one commission check now. And you're buying leads. And then what happens is, the reason these agents get out is because their checks get too far apart. And then they have to get another job. So think about that. Now what can you do to secure your position in this industry, it's a recession proof industry, this ball of energy during the worst market we ever had. And my market was better in 2009. And California trust me, because we don't have the highs and lows. We lost 50% of the realtors. But we only lost 20% of the transactions. We went from about 5000 transactions to 4000. So we only so what happens is I went from selling 80 homes to 39 in one year. So even though I was like doing great, we I sold 39 homes in 2009. I went from making about I made about 200 grand a year throughout the 2000s. And then I made 87,000 gross and nine I thought my world was over we had two kids in private schools. Luckily cost of living here's low 2010 was the first year I ever netted over 300 grand my account I went in there when everyone was losing their jobs. He's like, do you know you netted 304,000 bucks. That's what you're paying taxes on? I'm like, Oh, no kidding. But it's because we we only lost 20% of the transactions, but half the realtors. So the agents that are listening to this that are serious about their business, now is the time for you to be strengthening, developing and nurturing relationships.Yep. And make sure you get your damn reviews on every single deal. You close.Yeah, because people like you just said when the market tightens, they're not just calling their wife's friend. You know, I found in 2009 If they were moving out of state or chasing a job or whatever, they were calling them the well known agents, we had the top 10 agents in our county, you know, 12 130 that year, we went from? Well, the top 10 agents sold 14% of the real estate. So the good news is when these markets correct, the top agents get pushed to the top. The bottom agents stay where they are because they don't rely on you know, they usually have a part time job or a spouse, the middle of the agents get just whacked. So now's the time for you to be thinking about what you know, getting reviews, staying in touch with your people posting videos every day so that people don't forget about you. This is the time to do it to to shore up your business before we have this big change. In my opinion.I agree. I'm never gonna say it all the time. I don't spike the football on this closing, I spoke my football and the third closing from the original closing rather than the referral and repeat client. So you only get that through building off the deals you're doing today because today's transactions are just future stepping stones to tomorrow's. So you got to play a long game in this business. Appreciate it dude, this is awesome. Why don't you tell our listeners about where they can find you? Will and I actually have a new tagline for you if you got a second. I was just looking because every penny counts.You're so good. Here's your What did you bump your head? What did you did?Because every penny counts. I just thought of it.No one's ever thought of that beforewe fight for every penny, you do that you were penny loafers. Ah some brandings some branding content here foryou both C and N E Y. Yes.Well, why don't you tell everyone where they can find you website? You guys right as market. Look them up toany great it's p e n n e y real estate.com. You can look me up on Facebook at well Penny p e n n EY or you can you can find me on Instagram at Penny p e n n EY underscore group exp. That's our Instagram thing. Don't be prepared to be unimpressed. I mean, I do. I do what I can most of my business. I stay in my lane. I go, I get my past clients to refer me and I get the reviews to leverage the past clients to get the arm's length people that don't know me. So that's Does that make sense? Yep. So that's what that's what we do. And hopefully it'll be enough.Appreciate it man, thank you for coming back on and sharing this stuff. Wills made his whole career he said 35 years not chasing leads but nurturing and developing and maintaining relationships. And everybody else I know successful in this business has is also successful in relationship development. So what we're saying here guys is like there's not a secret to the sauce, just follow the system, build more relationships, and you'll start selling more houses. So appreciate you guys listen to another episode of the real estate marketing dude podcast. If you have any questions, please feel free to visit our website, especially if you want to get on video, we help you script that and distribute all of your video content so that you could get put on the map and nurture those relationships. So people stop forgetting that you're in real estate. So very simple concept, create a lot of content. But if we're on the right people, then people will come to you because a percentage of them are moving each and every year. It's that simple. So you guys know where to find us if you wanna do that real estate marketing do.com And subscribe to our channel and leave us some reviews. So he goes on next week's episode and thanks for listening to another one. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.Transcribed by https://otter.ai

Will video work for me in my market? That's a question we get quite often and the answer is always the same. YES, but there are some things you need for it to be successful. In this week's episode Mortgage Lender Rebecca Foote walks through how video transformed her brand into a local like celebrity in a short time. The key with video is approaching it as an attention generating thing as opposed to a lead generating thing. Three Things You’ll Learn in This EpisodeYou must be authentic on camera. Finding a video strategy you are excited about will be the difference between you smiling on video vs looking uncomfortable.You must be consistent. Doing just one video isn't going to transform you into the town talk. You need to be consistent at it over time.You must make sure you distribute them. Shooting videos is just half the battle you need to /put them in front of the right people. Distributing your videos is equally as important.ResourcesRebecca's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on Instagram

We have a very interesting individual on today's show, who's transacting business in Texas, but he lives in Denver. What we're seeing in the big, you know, from the 10,000 foot view is you see all these ibuyers and tech companies are trying to automate the process to get agents out of the way as well. So why can't we just fight back and automate our own processes? Well, you need to learn how to embrace technology and do all of that. We have the perfect guest that's going to walk through how he's doing this and how he's literally not living in the state that he's licensed in, and he's transacting because he's running a business. Our guest today, Chris Bello, helps people buy and sell real estate anywhere. Be sure to check out his website where he hosts a lot of useful resources for getting your sh*t together. Three Things You’ll Learn in This EpisodeHow to become more efficientHow to run a business when you're doing a lot of things at onceWhat type of automation you need for a successful businessResourcesLearn more about Chris BelloReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing dude. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started. What's up ladies and gentlemen, welcome another episode of the real estate marketing, dude, podcast. What we're gonna be chatting about today, folks, is how to become more efficient? How the hell do you run a business do a lot of things at once? What type of automation do you need? And how do you actually run this? So we have a very interesting individual on today's show, who's transacting business in Texas, but he lives in Denver. It's pretty weird. How do you do something like that. And what we're seeing in the big, you know, from the 10,000 foot view is you see all these ibuyers these tech companies are trying to automate the process to get agents out of the way as well. So why can't we just fight back and automate our own processes? Well, you need to learn how to embrace technology and do all of that. And we have the perfect guest that's going to walk through how he's doing this and how he's literally not living in the state that he's licensed in, and he's transacting because he running a business. So we're gonna find out how he's doing it. Without further ado, let's go ahead and introduce our guests, Mr. Chris Bello. What's up, Chris?What's up, Mike? So great to be here. Thank you for for the time.Yeah, why don't you tell everybody a little bit about who you are. And then we're gonna get into and how you're actually doing this. So go ahead and take the floor real quick.Absolutely. So I just introduced myself typically as a real estate expert, and a top podcast host. And like we were talking about before we hit record, I knew going into real estate that I didn't want to brand myself as a local realtor, because I read The Four Hour Workweek years ago, and I had this dream of laptop lifestyle, live anywhere travel around the world not have to be stuck in one market. And for that very reason. That is how I am actually living this vision that I had years ago, closing deals in another state. People asked why my fiance and I moved to Denver, and we're like, you know, we visited in 2020. And we loved it. And we're just like, What the hell? Let's sell the house and move right. So we did it because we wanted to not because of a job opportunity, or because the markets hot or anything like that. And so, systems processes and vision more importantly, allowed us to get here.And you didn't really think twice about it. You weren't worried about leaving and how long were you in licensed in Texas.I was licensed in Texas for a few years, I guess I still technically am about three years now. And I'd been in Texas in Houston my whole life. So really, I see the memes go around, you know, leaving your home tab, Your hometown is a hack for growth, for development for getting outside your comfort zone. So that was in the back of my mind as well. And I was like, you know, I've just been here for so long. I want something new and you know, impulsive, impulsive, Chris decided to pull the trigger, and we just moved very shortly thereafter.And how long have you been licensed in general, none in total, when you in.So I actually in 2018, I joined a wholesale company. That's where I got into real estate. So I wasn't licensed just yet. I was teetering with the idea of do I even get license is going to open me up to so much regulation, the wholesale podcast say to just do it and not get your license. Some people say to get it for more MLS access. And then it wasn't until a year in 2019 is when I got my license because I'm like, Man, I'm losing out on all these easy listing opportunities that the sellers are not taking our cash offers. And it just allowed me more flexibility with the strategies in the the ways that I help my clients. So thatmakes sense. So you're coming at it from a wholesaling, lead generation seller listing agent type of way. And then you're looking at how do I create leads and not be there. Whereas a lot of realtors come in the opposite way. They look at how they sell houses versus Chase. How they develop leads first and you can't take it's like putting the cart before the horseor whatnot. You know about this marketing stuff, right? We're really marketers at the end of the day,it makes a lot of sense. So I'm assuming that you chase after listings,yes, listings equals leverage as the Millionaire Real Estate Agent, you know, these books and the knowledge out there really plant those seeds so that you create your business in a way where it surrounds those ideas. So I always remember listings equals leverage listings equals leverage. Yep. And I've always focused on that mostly, I still help buyers too. But it's obviously a little more challenging from afar.So So you got in the business, you're starting as a wholesaler, you're looking for different listings, you're looking for motivated sellers and all that. And then during that time, figured out you're like, shit, only 8% of these deals are working for me. So what am I doing with the other 92%? Like I should get licensed and start collecting referral fees or maybe even run a team? Is that fair?Yeah, that's fair. That's fair. Well, I kept seeing what the company I was working with had me doing business development, so I kept talking to real estate agents over and over again multiple times a month. Hey, you should bring us those You know, houses that smell like cat pee that you don't want to list, get you 6%. And then I'd see some of the deals that we did. And I'm like, dang, these people just brought us the lead. I did everything else. And they're making a 6% commission on many of these. While you know, I was making a certain percentage of the wholesale fee, which I guess, on average is probably 10 to $15,000, depending on the market. That was what ours was in Houston. And so it just became quickly apparent that I'm losing out on a lot of opportunities by not being licensed and by not helping clients to the fullest capacity.And today, are you still wholesaling? Are you mainly we're in real estate agent,I've been mostly doing the real estate agent hat. Another nugget that I picked up before is that the MLS is really the ultimate buyer's list. And you know, some buyers, I saw it from the wholesaling side, it ebbs and flows, you know, they're buying now they're not buying, your best buyers may not be buying when you have that property that you want to move, and you're like, Man, you got to sell it to some other wholesaler, and then they can't find a buyer and it just falls through becomes a lot more difficult than if you just slap it up on the market and have the ultimate buyers list. So honestly, I've been doing more of the retail side, but I do get off market lead sometimes. And I know investors nationwide where I'm just like, hey, do you work this part of Ohio? I'm just gonna send you the lead. And if something closes, like throw me a little bit of the assignment fee as a thank you.Sure. So this is great. But the only way that something like this works is when you control your own lead generation, because you can't do it without that. So let's get into that. What are you doing in? Everyone's always, this is what I never understood is wholesalers investors rehabbers never have a listing problem. But then real estate agents do like despite market conditions, and now we just said like real estate agents, why don't you just go copy what the investors do? Because they're chasing people who want to sell their houses, and they're always successful? Why don't you guys just do the same thing? So walk me through when you figured this out? And then let's see what you're doing.Yeah, so like you talked about earlier, I came at it from a different perspective, I always came at it from that investor mindset, you know, we buy houses. And where I'm going with this is that a lot of times wholesalers will have those signs up that say we buy houses, we buy houses, a lot of them don't buy houses, they assign contracts, which again, the outward facing, you know, the home seller has no idea what the hell that means. Right? Right. Like, hey, you buy houses, I'm going to call you I want to sell my house. So flipping that on its head, I started marketing myself as I can help you buy or sell real estate anywhere. I don't need to explain to people well, I really don't. I'm not licensed in all the states, I find someone who's an expert in your market and I connect you to them. It's just not a nice little elevator pitch that you can put in one sentence on your bio for social media. Yep. So coming at it from that angle, has helped people come to me first, if they have any real estate questions, I don't want them to be like, Oh, Chris, I didn't know you could help me in Florida, because then I already lost the opportunity. If they have a question on hey, I'm selling my house. I kind of want to live near near this like plant? Do you think that's a problem? Should I pick that house or more nestled in the neighborhood, you know, generic real estate more or less, you can give some information and some helpful tips. Much like wholesaler say we buy houses in any condition, they just mark it that way. And as people come to you first, like you also mentioned earlier, he or she who controls the lead and gets that person to contact them first gets to control what happens. So that's really been the conversation I've been having. And of course, I can amplify that because I also have a podcast and entrepreneurship and mindset and all of that. So, you know, over a million downloads as of last year, I believe and that's been a call to action is hey, if you ever need help buying or selling, I hope you enjoy these 350 episodes I've done for you think about me because I can help you buy or sell anywhere.Yep. And that's like a popular check great content. Well, yeah, your content helps convert all the business you're doing.Yeah, you email list and just follow up and remind people what you do.I like it. So let's get into the how are we targeting? What areas are you focusing in mainly in terms of like lead acquisition and sellers? Where are you seeing in around the country now? So you can pretty much use in any market? I'm sure you're Yeah, picking different areas? Let's go. Let's start with that. And why?For sure, for sure. So it's been a little more of a chicken in the egg scenario, because sometimes people are like, Hey, I got a great agent for you in a certain market. I'm like, okay, I can see the demographics sort of who's listening to my podcast, the majority of my listeners are in the United States, but I have some people you know, internationally as well. So it has been a little bit challenging to narrow down because I'm not doing Facebook ads or targeting certain cities or markets or anything like that. It's all been organic, and attraction marketing. And I'm sure that you see this too. I see a few new followers every day. I have no idea where they found me was it me on another podcast or a podcast that I made myself two years ago. It's all kind of a compound effect, I guess where people are coming into my world. They're signing up on my email list or downloading my freebie. And then occasionally, I'll just send little reminders and a PS at the bottom like hey, by the way, I can help you buy or sell real estate. If you have any questions, reply to this email or schedule a call. So to answer your question, it's been a little bit challenging to predict. You know, I may have a free man who says, Hey, my Brother wants to buy a house in Seattle? Can you help with that? Heck, yeah, send me this, send him my link, and we'll schedule a call, connect them to an agent out there, they close the deal. And I get a nice little referral commission like two months later. So it's been a little more like, you see the meme of Professor X or max man, like, how do you lead generate? And he's just like thinking about it. That's kind of been the strategy just through content and goodwill. So it's not quite predictable. But it's been all over the place. And I guess I'm just working on how do I scale that up and make it a little more predictable, where I know where I'm gonna make four months from now, instead of like, man, no one's hit me up in a month, like what's going on?And all of these are coming from the podcast, a lot ofthem from the podcasts, I mean, a lot of business groups as well, you know, like the RNA group with Ed, my let Andy for Sela. So I'm connecting with people nationwide all the time, as well as the podcasts, you know, you and I may be talking tomorrow I may be talking to someone on the other side of the world is like, Hey, I'm actually moving to the US. This happened. I met someone in Dubai years ago, she hit me up like, Hey, Chris, my husband and I are going to move to Houston, Houston and Dubai are kind of connected with oil and gas. And I'm like, wow, who would have known that someone I met five years ago is going to hit me up when she's moving to Houston to buy a house. Things like that, you know, planting those seeds over a long enough period of time. So not all from the podcast, but networking at scale.Interesting. So you're just you're you're a real estate expert, and you're hitting people, are you running ads, or traffic for any of this stuff? Now, are you just everything here is organic,everything's been organic. I'd like to get into the ad platform. I was talking with my business group yesterday. And I was joking with them that I've definitely spent my share of Facebook ad money into the black hole. Like, I don't know, if I click the right buttons, or maybe I just don't target the right people. You know, there's three hour videos on YouTube on how to properly do Facebook ads. So it's been something that I never quite dialed in. But I just feel like once I get the messaging, right, a little bit more than I have that offer that sticks. Because, you know, you've probably seen this too, with other real estate agents, you ask them, What do you do? Or who do you help? And it's very difficult to differentiate yourself sometimes, like, what's the difference between me and the other 10 people who are local agents within a half mile of me, right? I mean, that gets a little difficult. So I've been trying to brand myself a little bit differently of, hey, I don't just help you here, I help you anywhere. Whenever you want to move to another state with the great resignation, all these things happening. People are moving all across the country, they need an expert who can be there for everything, not just for moving two blocks away? Sure.And how long when did you start the podcast? And then how many episodes are you publishing? And then how long until you actually saw it? People come out of it and get some fruit out of it.Yeah, so I started in October 2017. And it wasn't even about kind of what it is now. It was just documenting the journey. It was documenting me fumbling through ideas. I had quit a corporate job, you know, I was just sharing what I was working on. And being honest, as honest as I could be, and having cool guests on the show. And it kind of goes back to that whole planting seeds and giving out the best possible content knowing that you'll eventually get it back somehow. Right. That's what I did with my it's crazy. You started in 2017 as well.I started in 2014. Okay, but I didn't have a goal. I didn't have a business side done. I just knew if I built an audience, I would monetize it someday. Right? Yeah, same thing here. The similar amount of downloads and all of that, but it was an advertiser, just consistent communication, that same audience over time. And although like our business side didn't really formulate till three years ago, the podcasts, most of the people who buy our shit will come in right off the podcast. From that, and it just it's very, so you guys that we're talking about is building an audience and you can't, when you have an audience, you'll monetize it. And an audience is just a bunch of people that listen to what you say. So right. You can monetize. If you understand the concept of building an audience, you can monetize whatever it is that you sell, so that you could go into like the campaign industry and start creating camping tips are gonna give you a good idea. So I had a guy met with yesterday, schedule a demo with me. He happens to be in San Diego, and I didn't think I was going to take the guy on I was like, you know, in San Diego, we don't take on clients, we partner with them and they join our team or something like that. So I don't think I'm like I told him shut up. But like I, you know, I'm not taking on clients in San Diego, but you can join our team. So this guy ends up having like, he started showing me his old YouTube channel and this guy has like a YouTube channel and he's a cologne guy. He would just go out and write colognes and do all this stuff with colognes. And I look at his channel, he's got 10,000 views 5000 views, and he didn't realize that he was like, he stopped. Like he was just on the verge of greatness and he got into youth work on he stopped too soon. I'm like, bro, if you would have fucking kept going. You're literally you're you're gonna make it like 40 grand a day or week on all these ads monetized because it's so much organic traffic and on cologne affiliate offers totally so at the end of the 100% at the end of the call. I'm like he's like you know what, I think you're right. I'm like, bro, whether you're gonna sell real estate or cologne. You have to do something that people are gonna listen or pay attention to you on. Yeah, and if you he just became like the smelling realtor that would crush it first because everyone would be like you would, there's so many ways to market it, but I go, the point is, is that your passion is in this cologne thing that you that you'd liked and you had somebody because I think you're onto something, man, I think you're on a seven because people like I haven't talked to in six years are still tagging me as this clone guy. I'm like, Well, yeah, that's what it is, dude. So he just had like, this night, this light bulb type moment. And he built an audience of people who like lung. Very cool.He had no idea this way here is like no idea. A lot of people, they're waiting to find that perfect idea, like, which niche Should I pick? Which channel should I create. And the takeaway that I like to say is just like, start creating content, your audience may change, you're not going to know what the heck you want to do. But if you make 200 episodes, I bet you're gonna start figuring out what you like, and what you don't like, and the people who have listened to you along the way. Whether you sell insurance or real estate or something else, they're going to want to support you because people do business with people they know like and trust. And listening to all of someone's podcasts is a great way to know like and trust someone. Yeah.Yeah. It's very, very, very cool. A lot of both. Let's be devil's advocate, though, and talk about why people don't do it is because it's not instant gratification. Yeah, it's not like it's an uphill battle. You know, like, I'm think I think the Lord, I started the podcast, you know, like, it was like my savior, my saving grace, if you will, but I didn't know what I didn't know at that time either.Ignorance is seriously a pro tip. I guess if you don't know what you don't know. And you just get started, you have no idea how much work it is. And then you're like, Well, what the hell I already did 20 episodes, I may as well do 50 and then 100. But a lot of people I think I heard a stat that most people never make it past 20 episodes. They just realize how much work it is with recording and editing and lighting and the right mic and then syndicating it pushing it out marketing it emails, I can see why a lot of people don't don't make it because instant gratification is what we we expect two day delivery on Amazon. And now we got to wait six months to get more than 10 lessons a month like what the heckyeah, absolutely. That's exactly the reason why a lot. How did you know about the audience aspect of it back then because you were just wholesaling. And you're investing in and and just like the you took a passion and obviously you have a passion for real estate. And you wouldn't have been able to do this without the passion, though, I'm assuming.Right? So real estate became the vehicle to earn the income and to actually make the money without worrying about how do I monetize my podcast? Because that's always a question we see in Facebook groups, right? How do you monetize your podcast? Who's monetize their podcasts? I'm kind of in talks with a potential sponsor, but even then, it's been like, man, do I really want to throw ads on the show? And it's not really enough? Is the juice worth the squeeze type thing? And to answer the question in terms of monetizing the podcast, too, I didn't know about the audience who was going to be I just started talking about stuff that I love to do. And then I interviewed, you know, my CPA, and I interviewed someone that someone else told me the interview, and then when they were ready to buy houses, they came to me, it was so cool. Both of those worked out in such a way I can think of two examples right off the top of my head of guests that I interviewed in my market in Houston, Texas while I was still there. And CPA was literally like, hey, we just walked through this open house you want to write the offer for us, is like a $350,000 house. The price points are a little lower in Houston, but um, bought the house, I had only gone there once after we wrote up the contract, and we were under contract, and another person to said, Hey, Chris, I can't think of anyone else I'd reach out to you know, my husband, I want to buy a house, we'd love for you to help us. And literally five to six showings later, we're under contract on the house as well. So when you add value to other people, especially those who don't have a podcast of their own, it kind of opens that reciprocity loop where they're like, man, Chris did this thing for me. Or Mike did this thing for me. I got exposure to the audience. They may have gotten business from their interview on my show, right? So how do they give that back by referring people to me or working with me directly? So the audience really consists of people who have a day job to people who've quit their job because of my podcast, to real estate agents and more. It's been it's a bit diverse, but I don't hate that about it. Right. I get to connect with really cool people across the world that do all kinds of things. So I learned a lot.I like it. The I had some I was gonna say I totally lost my train of thought.My bad. rambles. No, you'reall good. Oh, good. But yeah, I did I agree. So I like what you said I'm if you catch up, but I'll just revamp it. Re set me he basically he already had a job. So he wasn't like starting the podcast, with the intention of where it is today. He started a podcast, he had a passion and it was substituting what he was already doing, which was already doing real estate and as a result of that he picked up some direct business. So if you guys listen to the show, you hear us talk a lot about agents that do videos to do business owner videos. Well, it's the same exact strategy. You do these business owner interviews and you're creating television commercials for future referral sources and then they come back to Send you referrals and repeat business, but it's not immediate gratification you're serving first, so that you can sell something. Secondly, not for not the other way around. And that's always a very good strategy for any local based business is to promote other people that share your same client, which are people who live in the community in real estate 100%. But yeah, that was what I was gonna say is compare that made me the business owner interview strategy. What other what else would you suggest? Because this is it, maybe it's not a podcast folks could be a video series, it could be you just have to create we're talking about creating content, whatever form shape or form that is. So what other stuff? What if somebody doesn't have a voice? Right? If someone doesn't have one of these microphone voices like this, and they're scared to get on the podcast, and they don't know what to do, because you don't sound this good? That's just a mic folks.Like yeah, the mic really makes a big difference when you invest in the microphone. even that expensive. Mine was like, I don't know. 100 bucks. 120 bucks. And I've been using the same microphone since I started years ago. You know, $80 webcam and a little $50 Ring Light. That's really the starter kit, and I didn't even get the ring light till 300 episodes in.But you got a ring light, bro. Yeah, maybe more advanced than me.I got it from BestBuy was like 50 bucks. You know, it's nothing fancy. I don't have all the lighting setup. I'm not an audio video expert. But to answer the question for those struggling Well, first, you got to overcome the fear of hearing your voice most people listen to they're like, I hate the sound of my voice. I don't want to do it. I'm not gonna listen back on my podcasts. But after a while you start to actually get better. If I listen to episodes one through five. I'm sure this is the case with you. I'm like, dang, I was super monotone. That was always feedback I got when I did Toastmasters years ago, years ago is great job, Chris. But you know, you're so monotone I would just be. So this is what I'm going to be talking about today. But you develop your personality as you start to make more and more content. And I initially just started with audio. I didn't even do video. It wasn't until I think I heard maybe Gary Vee talks about it like, Hell, if you're gonna do audio, just turn the camera on. Now you got a video for YouTube. And if you're doing long form content, like you and I talking for 40 minutes or an hour, I can slice it into reels though it on tick tock, I can syndicate it any which way that I like. But if I only have audio now I'm like, Well, man, I gotta just do a headliner clip, because I don't have any video that I can share with this. So for those who are afraid, I could say start with audio alone, if you don't want to see yourself on camera. But if possible, throw the camera on, record the audio. And you'll get a lot further faster. Because you can share your content on so many more platforms. And you can have virtual assistants do all the post editing, you don't have to do it all on your own. Yep. Because that's where people fail, they try to do everything right off the bat, post on all the platforms, game over, right? If you think about it, tick tock Snapchat, Instagram, YouTube, LinkedIn. I mean, if you haven't done any content before, and you try to do all those things, you're overwhelmed, be so overwhelmed, if you just pick one platform and get very good at that. And then add the second thing, once you become competent. That's how you start to stack things. You know, the podcast turns into YouTube and you start doing blog posts, then you start publishing on LinkedIn, those little LinkedIn published articles to it doesn't all start that way, it starts one thing at a time for most people.And you got to get in the habit of it to like people, you don't just start creating content, but you get better at it. And, folks, we talked about thing a couple of weeks ago on the show here, but you it's no longer optional. You have to create content nowadays, if you either can sell your shirt or you create content, you have to be at the center of some kind of conversation. And I'd much rather do the latter. I hate selling my stuff. I'd much rather add value to people's businesses and be the first they think of when they think of real estate versus me trying to like, you know, dude, you need to sell your house right now, right now sell your house like I hate that approach. It's just never been my style. And it's not most people's styles either. Doesn't mean you're bad at business or better estate, it just means you got to find out the right way for you to do it. And it's a giant popularity contest.Yeah. And the quality of leads is unmatched. Right. It's not me begging someone for their business. It's literally the examples I shared. Chris, we see a house we like you want to write the offer on it. Like, I'm not gonna go with another agent, like you're the person I thought of, and I want to work with, it's not Hey, will you cut your commission or this person has been doing it two more years than you? So you know, can you answer this question on the spot and it doesn't happen when people approach you from content. And that's what I love. It's called attraction marketing, you're attracting people to you. And they've already made up their mind that they want to work with you by the time they reach out to you, which is very different than me picking up the phone and calling all my relatives and family members and asking Hey, who do you know who needs to sell real estate? It just takes up way more energy from me as well where I'm like, I don't want people calling me for random stuff. So I'm not going to do that to them.Yeah, I think the stat was like 70 to 80% of people when they reach out and schedule some with you their minds already made basically made up they've already found you online they already found you but the more content you have increases those chances of them calling because when they're first fishing around people are like do I like this guy? Do I not and they will check out some of your video is not for necessarily the content you're talking about. But it's for how you portray yourself. If they could see themselves working with you, like people do judge you and judge a book by its cover whether you want to say that's politically correct or not well, so be it. It's the way the fucking life works the way the world works, dude. So yeah, deal with it, birds of a feather flock together. So yes, people are gonna look you up, people are going to judge you, they're going to have a preconception of you, it's gonna be based on what you look like how you're talking what you're wearing. I mean, that's just the way people go, just how life works. So the more content you have, the more way that you get people out there. Think of it as like your dating profile. When you're getting hired for business, a good dating profile is going to have pictures of you and your bikini, and your workout gear, showing your traits, your hobbies, the stuff you do on the weekends, pictures with you and your kids, maybe. And a bad dating profile is going to have your glamour shot from when you were still in high school and it's all fuzzy. Yeah, or it's like a Polaroid or something. Right? So same exact thing. Like the, the, the, the person who's gonna get the most dates is gonna have a killer profile, they're gonna see him in their swimsuit to their frickin, you know, church, whatever. And then the person that doesn't even have a dating profile and polaroid photo, you're like, is this guy even fucking real? What the fuck is this? My column, this guy might go on a date with this fucking creep, right? It just doesn't work. So it's sketchy. Yeah. So you got to look at yourself, like look at your own brand. That's what content does, folks, it really allows people to get to know you so that they can make the decision on whether you're worth talking to or hiring or working with.Once the consistency makes a statement. I remember there was another agent in my office in Houston. And every time you mentioned, you have a podcast, you probably see this as well. People are like, oh, like, you know, the circles we run in everyone has a podcast, it seems but the average person does not have a podcast, but they listen to them. So they always asked me like, Hey, can you send it to me? I'll definitely check it out. And then I remember like a day or two later, this guy's like, Damn, you got over 300 episodes, like, you got a podcast podcast, not just like, oh, I have a podcast with two episodes that I made three years ago. So that speaks to the consistency look, I've done. So it's a year for three or a week for three years. That is something that sets me apart from the person who gave up after episode three, right? Do you want that person as your realtor who can't even commit to more than three episodes? Or someone like this? Who's gonna show up no matter what,you're more legit. And the eyes are like, well, this guy's gotta be legit. Exactly. You're gonna hire the guy with 350 episodes. Not the guy doesn't have one.Right? So it's just another differentiator of like, Oh, does your agent have a podcast? Yes or no? Well, I have over a million downloads like that must mean something. Right? It's kind of like the new Amazon bestseller that everyone was flexing before. And now it's like, I got a podcast with over a million downloadslike it. Well, that's why people follow people have a lot of followers on social media. Same thing. Yeah. So yep. I like it, dude. Dude, I think you've frickin nailed it. You teed it off pretty well, why don't you any other closing tips you want to mention? But if not, why don't you tell people where they can find you to learn more about what you're doing? Then all of that. My closing thoughts guys are you got to create content? It's what I say every week on the show, like content creation is necessary for all different types of purposes. But ultimately, I think it's how you compete. I think it's your only unique selling proposition and it becomes your unfair advantage for competition because there's only one like you. And that's no one can compete against it.Definitely. So my only last takeaway would kind of align with obviously the content consistency, all those things. You don't have to see the full staircase to take the first step right. I still sometimes I'm like, Man, should I niche down? Am I still too generic? Am I talking about random things. But whether it's podcasting, or real estate, or anything else, I highly recommend having processes and systems and checklists. I literally have checklists for everything. And that's how I've been able to close deals out of state 100%. I don't miss anything. I'm not relying on memory. Same thing with my podcast, I can tag people who were my virtual assistants in the Philippines, to create YouTube thumbnails and edit my video. So really, I'm like the puppet master in a way where I want to work on the business, not in it. And I have people who are doing the various components for me. So a lot of people ask, How do you do at all? How do you do the podcast? Which video software? Should I get to edit podcasts? And I'm like, You're asking the wrong questions. You got to ask who not how, which is a great book, by the way if you guys haven't read it, so dial in your systems, your processes, get some checklists in place, and that's how you can automate and delegate in order to elevate in your business and in your life. But for those looking to connect with me, I am pretty active on Instagram, at least on my stories, I post a lot. My handle is Chris Bello, underscore B E LL. O. And if you go to Chris bellow.com, that's where you can check out my podcast and download my free complete life tracker is what I'm calling it's just a cool Excel sheet that tracks all your goals and your business goals. How many pages you read a day. I like to nerd out about stuff like this as you guys can tell. But thank you so much, Mike. It's been great getting to chat with you and get to know you a little bit. Today,Yeah, appreciate you having on and we appreciate you folks listening to another episode of the real estate marketing dude podcast, folks, follow us on leave us some reviews files on Facebook Instagram, connect with us on subscribe on our YouTube channel. But if you have any additional questions about how you start building your content or your brand with video, well you're in the right spot. Real estate marketing dude scripts edits and distributes video content for anyone in the real estate industry across the country. And we basically put your brand on autopilot for you, we put you on the map so that people stop forgetting you're in real estate and they stop hiring or cheated on you with people like me that are marketing them because you're not so that's all this is great. A lot of content people will come to you the only time it doesn't work as if people don't like you. But that's nothing we can help you with and you're in the wrong damn business. So we appreciate you guys listening. We'll see you guys next week's episode and talk to you then 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 video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

The thing with real estate is, how do you market your business? I don't believe we're in a sales business. I believe we're in a service business. Our guest today is gonna lay up what she's doing. One of the things that is her claim to fame is that she does things differently. She's not scared to put it out there. She's authentic. She's real. She's raw. She just tells it how it is, and that's what we need more of in this business. We don't want any more fake fake fake fake fake it till you make it type of brand new marketing and all that. We want real and authentic shit. So we're gonna let her school us today about secret to her success and how she's gotten over $700 million in sales.Maria is a real estate agent, executive and expert, innovative entrepreneur, investor, speaker, visionary, trainer, thought leader and philanthropist with over 25 years of experience.Three Things You’ll Learn in This EpisodeHow to make your content stand outWhy being authentic is better for your businessWhat content you can offer your audienceResourcesLearn more about Marie QuattroneReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase. Hi, I'm Mike Cuevas a real estate marketing dude. 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 startedWhat's up ladies and gentlemen, welcome to another episode of the real estate marketing dude, podcast. Folks what we're going to be doing today people have been asking me Hey, dude, why don't you have more women on once you have more women on? Why do you always have all these dudes? Why are you having a sausage party podcast? Well, we're gonna bring on a killer women today that is going to share with you her secrets of success. Not only is she own her own office right now, but she's been in real estate for 28 years, I thought I was the only person who could say I've been in this business for 20 years. Well, she's gotno 18 years of real estate 11 years in marketing. So marketing sales,love it. That will this is what we're gonna chat about is like, you know, the thing with real estate is like, how do you market your business? And I don't believe we're in a sales business. I believe we're in a service business. And I've always been known to like, do things differently, stand out, Chase attention, don't chase leads, stuff like that, man, she's gonna lay up what she's doing. One of the things that sort of has her claim to fame is that she does things differently. She's not scared to put it out there. She's authentic. She's real. She's raw. She just tells it how it is. And that's what we need more of in this business. We don't want any more fake fake fake fake fake it till you make it type of brand new marketing and all that. We want real and authentic shit. So we're gonna let her school us today about secret to her success and how she's gotten over $700 million in sales in her career. It's a lot of business guys. So without further ado, let's go ahead and introduce our guests. Mrs. Madea Quattrone did I say that correct?You did. So Italy, though? We would say quick, Joan,I was gonna ask you're either Italian or you're Hispanic. And I was gonna guess one or the other. But cut Oh, no. Okay, cut there. Oh, no. Tell us everybody. Tell everyone who you are, where you're askingme my slide here. Thanks for having me on the show today. I appreciate you and your time. So yeah, I mean, real estate is all about marketing, I don't care actually what business you're in people who need to know who you are. They need to know who you are, and what you do, and how you can help them. So first things are, you know, you start with the basic things, you can start with marketing, marketing yourself, just by picking up the phone and talking to people. Mark, this is how I started. I started by picking up the phone and talking to people, and going to networking events and marketing myself at networking events, doing the simple things consistently over and over and over again, following up with that person that you met the night before, at the at the networking event. Right, doing those putting those little touches, I always remember something special about that person. Whether is, hey, their kids go into Howard or, you know, they, whatever they do for for fun, they they got a lot or whatever it is, there's always something in the conversation. I remember and I always revert back to that, as I'm getting to know somebody. So the basic principles of marketing are get people to know who you are. And you can start simply by picking up the phone and by meeting people face to face. How can you do that now even more authentically, right now video? Getting on video giving. So what can we offer? I will just do real estate things. I talked about being inspirational.Everyone thinks we have to talk about real estate though. What do you mean? Do you mean I could do a video and not talk about interest rates houses are just sold or how many fucking houses I sold last month or how much money I made. I could actually do that and generate business and real estate you got to be kidding me.Right, so our core value one of our core values here at M QA is to be the solution. That's my personal core value and top of integrity and a lot of other things but for this talk today be the solution. And so I started this podcast called The the solution because here's why. It was March 20 2020 The governor shutdown boom, boom, boom real estate here. Couldn't go out of the house to go sell real estate or go to networking. So I'm like, Oh my gosh, what are we gonna do? Guess what everybody's eyes were social media. Yep. everybody's eyes were in social media. Social media went down from like, 20% like that during the day that 80% Everybody's on social. Yeah, guess what? All my colleagues around here. Nobody was on social say nothing. Yes. Well, I said it To be the leader, and I'm going to step up, and I'm going to be the solution. Because our clients have hired us over the years, especially, we sell expired listings. Why? Because we're the solution for them, because they haven't been successful in the past for a variety of reasons. And hey, y'all, it's not always the agent. And I don't actually blame anybody. But I come up with the solution on how we're going to do it. So it's March 20. I'm like, oh, no, F. At WTF. Freaking out. Yep. Soit's about that time really quick. Yeah. And I said it here on the show, we said the same thing we go listen, this is when you double down on brand, because this is when everyone's gonna be glued to social. And I'll be like, we lost a lot of our clients at that time, because we're creating videos, but the fear went through the industry so quick, that the truth is, is that all you guys who are still listening to my show that quit, you just made a major mistake, because you just lost a shitload of attention. Everyone who doubled down on video during that time, literally had a 4x from the year prior. Because it's all attention based guys. And you have to remain present. It's not about what you create. It's about that you're consistent in presence. And I agree with you, I agree that I think this whole business is just about having conversations, constantly and constantly reminding people where you're at and who you are. And when the networking goes away. How do you have those conversations, you go to social and you do it on video, because those videos are still playing while you're sleeping. And they're always working for you. But whether it's video or whether it's not what we're getting at, folks, is that you have to be present. Alright, look, if you Maria, are you married? I am if you stop talking to your significant other for the next month, what's going to happen to your relationship?Don't very much it's good.I have nothing at all. You know,you've been zero is gonna happen. So guys, what do you think go for like a debt? Not even like a half a day without talking? Maybe like a day? But no, I mean, come on. You have to talk to people. UntilWhy do agents agents stop talking to their databases? Like when I moved out to California five years ago, I was shocked at like the way that I saw some agents actually treat their clients and how they interact with them. And folks, like you don't spike the football on a transaction a day of the closing table, you spiked the football on the transaction, the day you get your third referral from that person you had at the closing table five years prior. And we're not playing the short game. We're playing the long game here. You have to remain present since like Maria, let me ask a couple questions. You have a bro, how many agents are in your brokerage? There's about 15. So 15. Besides you I know you're probably the top of your killer, who's the other top agent besides you? What's your volume like?So we run our office like a team. So we work together. So Dara is my listing partner. So she does a lot of the listings now. Probably, I'd say the lion's share. And then we're grooming some other agents to step up into the listing because we believe in listing listing listing listing, I get buyers organically. So I'm trying to focus on you know, we opened up another business, I'm also building that so and we're recruiting people into our company so that we can help them grow. So I've actually stepped in a little bit more of a sales manager role training. A little bit on the recruiting side, I have like a help on that actually. And we also have a scholarship program. So we're bringing new people that have never been in the real estate industry, we specifically look to bring in women and minorities. And we have a program for them. It's called the M QA scholarship program. And it is from the moment that they we agreed to we're going to be partnering up together until they finished the boot camp, we offer this entire package. So schooling mentorship during schooling. And then we have a two week program called rise in Real Estate Academy that is here on site that they go through. And then after that, they are position to have the basic knowledge in order to conduct the buyer Strategy Session, show houses and basically write the offer but to get the offer training is going on going because that takes a while to figure out so we we gear them up, they actually are making calls on day two. In our program, we used to do it a little bit later, but we found that quicker is better. We want people to get used to talking to people that's why I lead with you have to talk to people I we could do all the marketing in the world and if we didn't talk to anybody, right it's a waste of money, waste of time. So like going back for a moment to you know, 2020 the podcast was born be the solution because As I couldn't go anywhere, so I didn't see any people. I was heavily involved in sales at the time. And I was figuring out what we're going to do for who knows how long in our case, it was 10 weeks. And every day for No, three days a week, I went live on Facebook. And I never did that before in my life. And I had been interviewed over the last two years about 150 people, which, you know, for somebody who's not there, like full time gig, kind of a lot of good amount of people to get good at listening. Yeah, so there's more things that happened because of podcasts. So then what do we do with the videos, right? So I'll make a video about, hey, this week might be the solution messages. And during the times the hardship that we went through many people with being sick family members, sick people dying, people are really on a ledge, right? So I came up with every week with an inspirational thing to talk about, of it. And I talked about, you know, family, and I talked about perseverance and, you know, just continuing to go on, you know, to keep going keep going in all different topics, but like geared around being inspirational, andit's all based around. So a lot to unpack here, guys. Let me just so here's, here's what she's walking you through is you one creating content to have conversations. Okay, so we're talking about content creation, and being consistent with that. And even though someone might not necessarily be talking back to you, when you're creating videos, you're still having conversations, because someone on the other end of those is listening, even though you're not responding back. However, it's very hard to do anything in longevity consistently without first determining what the hell you're doing, or what your strategy is. So she comes up with a concept called be the solution be the solution be the solution. And basically, every bit of contact content that she creates, has a theme associated with based upon being a solution. So the problem that a lot of people have when they're coming up with their content strategy, as the real estate coach will tell them go out shoot videos, and then they'll go out shoot videos, but they don't really have any purpose or meaning, or do anything to enhance the brand. It's just a way to start a checkbox, check the box, because your coach told you to do. So she's taken it up a step, because the truth is, if you're going to create content you better well, we might as well make it impactful. And Maria, I'm guessing we just met about 20 minutes ago. So we haven't talked before. But I'm guessing that she's an avid reader of inspirational stories, she probably reads a bunch of biographies. But a bunch of different people have gone from zero to hero, my guess is that Maria probably was a zero back in the day. And now she's a hero. And she has a work ethic from somewhere some way shape, or form. I'm not sure where that came from. But you can tell by her personality today, it means something. And folks, each of you have the same thing. It might not be the solution. But it is something that makes you unique, because God's only made one of you. And that's very damn cool. Right? Everybody has a personal brand. The problem is that nobody's ever no one embraces it, because you're so worried about what everyone else is gonna say about you. Maria here doesn't give a shit what everyone else says about you. Maria knows how to inspire change. And she's marching to the tune of her own drum. And because of that fearless ability to create content, Marie, I'm gonna go out on a limb. People were probably reaching out to you at this time in 2020. Being like, these are the private messages you guys get when you start creating content. I got them. I've been getting them all week, I'll share with you what I'm doing now. But Maria, thanks for you know, I really needed to hear that today. Thank you so much for just sending that message over. Hey, Maria. Hey, guess what, you know what I was even thinking about my kids learning center and how I can improve that. But just because you did that video, thank you so much for for doing that video, you know, I'm stressed out, I'm worried about losing my time. So tell me what happened when you start creating these videosI got so what happens not only just creating the videos, but then we send them to not only post them on Facebook, and do the lives on Facebook, which are separate. That's different. Also sending it out to our database of 14,000 people or so. So what happens is the people, some of them may not respond, but I know who opened it. And a lot of people did respond to it, especially during that time saying, This is awesome. Thank you so much. You know, I'm inspired by you, and I can't you know, thank you for stepping up all kinds of things like that direct messages, text, put post on the Facebook, you know, video, but a lot of it. A lot of it was you know, privately, and even people telling me when I'm around and about like I see yourself, you're everywhere, blah, blah, blah. So one thing though, that I want to mention is really important. So one of the things that we talk about here at M QA is that the money's in the database all the time. All of it, it's a goldmine. And when people, agents join up company, they it's plug and play their plug in right in right into our database to follow up boss and all the other systems you use. And they're calling people that already know us. Because guess what they've gotten. If they'd been in a database for three years, or close to three years, they probably receive 140 ish videos from me. So what happens? Mike is, I'll be at my office, and there's people coming for settlements, and the really cool Maria. Yeah, I watched, I've seen all your videos.Are you like who? Who are you?I'm always I'm always very gracious. And I say thank you so much for the opportunity for us to work with you and your family. And so they know already the brand. So when anybody ever calls, I say 9.8 out of 10, maybe 9.9 out of 10 times that people are nice on the phone. Because they're like, oh, yeah, that's Marine, we're not ready yet. Or maybe we'll sell this or we got investors, you know, oh, did they have this or that or whatever. So you're using this as a platform to sell your brand without selling it by giving the community information. So it could be a market update monthly, it could be solution oriented, like these are be the solution podcasts and talking about motivational or inspirational either or both, by the way, not just as free servation as well,you were saying you guys is without a brand, you're just a salesperson chasing the next Chuck. And there's nothing different between you and somebody else. But the only way you could create a brand is through consistent communication to the same audience over time, because of Maria, when Mia, those same people that are having settlements in your office equally walk right past, you not know who the hell you are, the difference is in brand. And that brand brand brand brand brand is the only thing we have to compete against every everybody else. People aren't like in your market. They're not like hiring a real estate agent. They're hiring Maria Maria's team because of what her brand, or what they believe her brand can do for them, which is probably stress free real estate transactions. But she doesn't get the opportunity to have that conversation without first being top of mind or creating content. And you hit it right on the head. What she's telling about is the database, it she's 100%, right 10 to 15% of the people who see your content will be moving this year, and 100% of them have a referral for you. It's just a matter whether they're going to share your name or not. And the more memorable, the more authority you have, the more bigger your brand is, the more likely you are to be introduced to those conversations. And that's called attraction, guys, which is what it is, but you can't get there without first creating content. And content takes a lot of different shapes or forms. We're talking about video right now. But content creation has been around since the dinosaurs ruled the earth. Back then remember, back in the days, it was just direct mail, I started off with direct mail, I used to farm my database, I still do find my database. And I just say Don't forget to exist, it's not about the content that I care so much about, it's more about keeping my face in front of them. And a value added way that hey, don't forget I'm in real estate, oh, by the way, is something you can add value with to deduct your daily day.Indeed, so when the other thing that's really important when you are working within the database, and let's just say that's how you're working your business, is that you can create in most database, at least in our follow up campaigns. And the follow up campaigns in our case are mostly 80% video. So you may be a seller who's going to sell and three months from now. And we want to inform you of different things that you should think about maybe when selling your home or the marketing that we do or you know, how to increase your home's value for a little bit of money. Or if you're a buyer, you know why buying now is critical, versus you know, what's going on and also what's going on in the marketplace and what to expect over the next five years in regards to the market normalizing but it's still gonna grow over the next five years 19 20% which is a healthy growth after, you know, this year, which are probably more like 79. Who knows. But if we're at three to four, that's normal. But if you're not, if you're a renter, you're out of the game. So videos about all these different things and putting people on these proper, what we call action plans. And so here's another touch and another touch and you're educating them. And you were there's no ask involved. No, it's rare that we do an ask and the only answer usually that there is, is would you like an updated market analysis for your home? Yeah.Or do you know anyone else that needs my help?Yes, on the phone, we usually do that usually get on the phone. We ask that question,why through your guys's touchpoints and the different channels you guys are using overall. So let's just say I'm a new agent. I'm in the Philadelphia area. I'm like one to two years in business, but I'm only doing six to 12 sides a year and I can't break it up. I'm listening to one of the gurus, they're telling me that I need to pick up the phone and call a bunch of people I've never met before or go knock on some stranger's doors, or go buy very expensive leads. What do I do in your system?In our system, if you joined our company? Yeah,walk me through it. I'm gonna see all the touch points.While the campaign is happening, there's, we have about 20 different campaigns that run because they still in what type of opportunity, they are past client, active client. Buyer, short term buyer, long term investor, multifamily industrial buyer, commercial development buyer, commercial development seller. So that's we have a lot, a lot more than the normal people do. Because we do do commercial real estate as well.What about just past client, like stay in touch type stuff, let's pretend I'm not buying or selling? And because we got to be top of mind first, right? Otherwise, we don't get the tab that a conversations about being a commercial buyer and investor any that still have to remain present? How are they staying in front of their databases that are generating the calls to become and talk about commercial property or selling the listing or something like that?Well, we have we do inside sales. So we call into the database every day. And like I said, they get these weekly, those videos or weekly, they go to everybody. So that is an overall company message that goes out, then you have the action, then you have the action plan, segment it per the source of business. So those action plans are running. So every time we have a new person come in to our world in art, we put them in a database, and they go into a bucket. And the bucket works the opportunity until they're ready. And in the meantime, the agents will touch base when they're told to touch base for the action plans and tasks and follow up boss.And it's probably like a text, a phone call talks an email, what's the combo of touches Video,Video, an email, and then our text when we do texts? There's not there's no automatic, it's texting for specific reason. Like we'll have a day we'll do you know, we might do 50 tax to sellers saying Would you like an updated Mark analysis? But that's not we're not blasting anybody with anything like that. It's good one. It's yeah, you have to be careful with that kind of stuff.Yep. I like it. I like it a lot. So you're creating with your team, you're sort of creating the core content from the top and then syndicating it down to and then your agents are curating it to their networks and their databases, but you're centralizing the branding and the communication as a team, which is really smart. And that probably is what keeps them consistent.Yeah, so everybody uses everybody uses the same thing. So we have one buyer presentation, one listing presentation. Everything is the same. Everybody uses the same. That's why our agency runs as one big team office. I don't believe in having 50 different agents doing 50 different things. That's problematic.And I have a brand doing that. It'd be like McDonald's having 20 different types of cheeseburgers. People go there for some cheeseburger.You'll see some brokerage that has brokerages I won't name any names that have every person can have their own type ofsign 99.9% ofthem. Yeah, and but even though to the brands is x, x Yeah, initials. Yep. And then there's a pink one, a yellow one a black and white one was at least with REMAX right, we just have we do say brand specific and that's important. People know that REMAX brand even though we our own our own brand here in Philadelphia Maria Quattrone associates you know there's nothing not too bad to be on the back of a giant Yeah,I agree. What um, so let's go let's go what's coming down the pipe? I think you're 100% right on what's gonna happen with client generation going forward? There's a lot of changes happening Do you believe Yeah, let me second the young packs I see already dirty. What's gonna happen like how are agents gonna find their clients because before is more like there's so many different ways to find clients but remember guys What worked 10 years ago doesn't work anymore, or as good as it used to so probably Maria around same time we both got in I started oh two. I was told to cold call a lot and that's how I got my first few sales but cold calling today isn't quite what it was back then. At the same time, we didn't have text back then today you do. So what are gonna be the sources of business with all of this stuff coming down the pipe, you have ibuyers bleeding, the drowning the airwaves about how realtors are a big waste of money. You have commission compression that is for real, it's happening. You have a lot of alternatives and selling, depending on where you're at in the market, maybe not so much in Philly Metro, but the eye buyers, the open doors, offer pads and all of those these world, they're gonna be in every market guys, like trust me, we see all the shit coming down the pipe, and we know exactly what's coming. There's a reason why we're adapting now to be ready for those messages. So what what is an agent gonna do going forward? Where do they hang their hat?Build a personality brand? Yes, I agree. Feel content, build a personality brand. Make sure everybody knows what you do. Spend your money and time. Do you know what we call? Dedicated, dedicated, intentional, intentional content. So you're spending four hours, six hours a week, blocked out three could be three hours, where you're building intentional content, you're building an arsenal content, hire a VA, to edit your podcast, start a podcast, I could teach people how to do that. Starting a podcast. Right? What other things can you do to build your brand? Everybody who's an entrepreneur should have a podcast? Would you agree, Mike?Yeah, I think everyone needs to have content like it, whether if it's gonna be a podcast, it's gonna be a video series. It could be a blog, it could be a meme series, but you have to have content. If you don't have content. No one knows who the hell you are.It's so easy to do with so you don't even have to have original ideas anymore.No, you just you follow Maria's feed and just copy what she's doing and put your own spin on it guys, like,go into one of these large Facebook groups or with all the complainers and see what they're complaining about and do a video.That's actually probably that's how you get the solution content? No, because that's a good idea.You guys, not because it's like more thought. It's a little more thoughtful. And it's not real estate related. So it's for all humans, not just people in the industry. But we do produce content for agent attraction now as well as consumer attraction. Yep. So we have videos for both. And then we have videos just for everybody.Yep. You have to, and like, let's just get you like inspiration, we'll get out of your brain just we give some people some other things to think about. If you're like a health nut, like give me workout tips, like, you know, like, if you could be a lender and you can be super into fitness, well, you probably have a healthy way to finance a house. But you could still give like, give me your protein shake recipes in the morning, nobody cares. But you're always going to attract the same people. And that's where you have to build an audience. Because regardless of what you're talking about 10 to 15% of the people who do listen to what you're saying are moving, and all of them have referral for you. So it's just a numbers game. The guru's tell us to go out there though, and just chase like prospecting calls. And you guys, this is just a different way of looking at our business comes to you. So let's go with something everyone's familiar with. If I hire guru coach, they're gonna come up to me and say, You're one more know away from your next Yes, just keep hammering that phone, Mike, just keep hammering. And that's true. Like, if I throw enough shit at the wall, something's going to eventually stick. When you're talking about content creation, though there still is a number or mathematical formula there. And it's the numbers I've been saying earlier. If you're out and creating content, if you're creating a video, that means 10 to 15% of the people who see your video on your Facebook, feed your IG feed your LinkedIn feed your email list, your YouTube channel, whatever it is 10 to 15% of people who see that content they're moving this year. That's a mathematical fact, it's not nothing that we can change. Most don't know it yet. Some will die, some will be relocated some of this and we'll do that. We don't know when a move happens, life situation happens. And they raised their hand and 88% of the people who meet with the first agent, that's who they end up hiring. That's why this stuff matters. But that's not why I'm marketing it. I'm marketing my database because 100% of them have referral for me. So let me give you another example. I just onboarding an agent onto our team. Traditional sales agents, what I typically see always selling, selling, selling spending $2,000 A month sending postcards to a bunch of strangers. I'm like, bro, I would rather just gift 20 People $100 each have a gift and you'll end up with three or four deals. Why are we trying to talk to strangers? Why don't we just nurture the people you already have? And they'll give you direct business. But he goes, Mike, I don't want us. I'm not going to put these people on my email list or my direct mail list because they don't have any money. I go, Dude, you're missing the entire point. We're not staying in front of them for their direct business. We're staying in front of them for their referral business because everybody has a referral for us. You'll just happen to get their direct business as a byproduct of that and that is straight mindset. If I'm constantly messaging people with the intent of selling them something it's very hard to stay consistent with my messaging. But if I'm constantly messaging people adding value like Maria is, with the concept of I'll be the solution and giving friendly advice. It doesn't matter because of the audience that she's built. What she just told you guys was 14,000 people in her database. 1400 of them are moving each and every year 1400 1800 of them, and then probably about 20, well, all 14 of them have referral. So it's not about reaching and hitting masses and masses of people as much as it's about resonating. And really owning that core 200 250 people that you already know, like, trust and love you they invite to your wedding or funeral, or that you did say hello to the grocery store. Strangersyou want to do is to get to be the news to get in front of the news. So, you know, when the LA Times I think it was today or yesterday, there was some BS about the world's ending real estate's gonna crash blah, blah, blah,big bus script you could do right now is look is the Philadelphia real estate market going to crash?Right? So you want to get in front of it. You want to last week when the Feds announced a rate hike? Immediately, I did a video about it. The video was the Fed just announced the rate hike the first time and 22 years it's been half a point. What does this mean? Hey, it's we're in a courtroom with M QA blah, blah, blah. What does this mean to you? Well, guess what? The last time this happened was the.com. And it was 22 years ago. And you know what happened? Interest rates 3%. And you know what happened after that happened? Interest rates came down. Yep. So the part of the world went into recession, but the rest of it, real estate actually raised in value. Right. So I did this video, but I did it immediately. You have to be an action taker. You have to be an action taker, you cannot wait, you have to get on in front of it. So, uh, you know, you want to get your market update out, you could do a weekly minute update. About you could do it about whatever's going on. Open up the Wall Street Journal. Look down the page, look in the real estate section. For ideas. Put it in Google, you can go to answer the public.com. See what topics that they like that they want to know more information about. Go there. Do the video. If you use you can use big view. You put it right in the teleprompter. Write it up, put it in teleprompter, put it on your you can put it on your computer, you can put it on your iPhone or whatever phone he has. Put it up there, put your ring light on. That's it. You got a video done. Take it upload it you can either put it to Jarvis AI now or if you rev.com translate the thing make sure you got captions on. Because most people we know that 70% of people watch the video with the video with the sound off. We also know that one minute of video equals 1.8 million words. The impact of it is 1.8 million words. It has on somebody the 400 that 400% greater impact than 1.8 million words.I like it. Yes, folks. Dude, you guys got a great content. I mean, I don't know it's not a nice way to put it. You're in the best industry to create content in. Everyone's always interested in some way shape or form of it. It doesn't always have to be real estate either guys, like if you don't wanna talk about risk, they don't most of our clients don't ever talk about real estate. But you can if you want and it just matters on what you're passionate about. What matters is that you're passionate. If you're not passionate about whatever you're talking about, it doesn't work when you're on video and you're smiling it always works I don't care what damn business you're in. We're gonna Why don't you go ahead and tell everybody if they want to learn more where they can find you and all of that we'll get this thing laid up.Absolutely, they can find me at the the solution podcast or so by MQ on Instagram. And my name Maria Quattron on Facebook. And you can reach me if you want to give us a call 215-607-3535 for your Philadelphia Metro market connectionif you're a badass woman in the Philadelphia area because it sounds like this is a woman only team correctno we do have men to take on man wellif you're a man that can keep up with these women Okay? Which I don't think you can they're probably run fucking circles around you call her up and maybe she's looking for some more team members in that area and obviously she has 1400people so if you want to have business we have it for you. If you're hungry, you can easily turn your first year business year you can make six figures no doubt and I'll back that up with money.Love it, love it. Love it and thank you folks for listening another episode folks if you need help getting on video we script at it and distribute your content. Put you on the map tell you what to say teach you how to do it and then multipurpose it to your channel and everything else that you can imagine for it. This is not rocket Science I believe it's a popularity contest and if you want to create get more popular, start creating more content videos just the most impactful way that you can do that and we can certainly create a done for you for a solution for you on that just visit our website at real estate marketing do.com real estate marketing do.com and connect with those aren't channels. Thank you for leaving your reviews, keep them coming and reach out to us. If you have any interest about how any of this stuff works. Reach out to Maria, please feel free to reach out to us schedule a demo, visit my website. I'll follow you around the internet until you do and we'll go from there. Appreciate you guys listening. We will see you on next week's episode peace Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling into your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

What we're gonna be chatting about on today's episode, is what is content. Unfortunately, if you're not creating content, you're not going to have a business in the future. In my opinion, there is no more important marketing mechanism, activity or anything, than to create content. Because if you're trying to message anyone without creating content, all you're really doing is selling your shit and you're landing on deaf ears. Content Creation is how you remain relevant amongst your audience, your databases, and how you keep the conversation going. Our guest today happens to be from Chicago, but certainly not all good content marketers come from Chicago ;). Her name is Mrs. Sarah Noel Block, and she has a company called Tiny Marketing. What she does is she focuses on content creation within the real estate space. Three Things You’ll Learn in This EpisodeHow to stop getting your clients stolenCreating content even with a small teamDefine what content itResourcesLearn more about Sarah Noel BlockReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, where we're talking about today is something near and dear to my heart. Basically, the whole reason why I started to create this show about six weeks ago, and I'll lay the context over what we're going to be covering are six weeks ago, I mean, six fucking years ago, not six weeks, six years ago. But I'm going to lay the coverage about when I actually came up with the name real estate marketing dude, I was actually at a conference for Copyblogger in Denver and Copyblogger. Back in the day is Brian Clark's company, you probably know who he is. Brian Clark is Copyblogger used to be the number one blogging content marketing company, I think in the world, he's from training, they're at the forefront number. And at that conference, I was sitting at this conference, and it was at that conference that I saw, I forget who was speaking on stage, but I'm like, You know what, I'm going to call my company. And I'm going to call my podcast, real estate marketing dude, because I was sold on content marketing, but I wasn't sold on what my brand or identity was, until I came back from that conference. So folks, what we're gonna be chatting about on today's episode, is what is content. And unfortunately, if you're not creating content, you're not going to have a business in the future. In my opinion, there is no more important marketing mechanism, activity or anything, then to create content. Because if you're trying to message anyone without creating content, all you're really doing is selling your shit. And you're landing on deaf ears. Content Creation is how you remain relevant amongst your audience, your databases, and how you keep the conversation going. Because when you disappear, you become a closet agent. And that's when they start cheating on you with guys like me and everybody else. And that's what is going to happen. The eye buyers today are are aiming for your clients. Big tech is aiming for your clients, and everyone is aiming for your clients except you. If you're not creating content, you're gonna lose touch, not stay in touch with them. And this is going to be a very good episode. So we're gonna go ahead and introduce our guest today. She happens to be from Chicago, but certainly not all good content marketers come from Chicago, if you don't know. But her name is Mrs. Sarah Noel block, and she has a company called tidy marketing. And what she does is she focuses on content creation within the real estate space. So Sarah, go ahead and say hello, tell us a little bit about yourself. And let's get into this.Yeah, so I started working with real estate companies about 10 years ago to create their content. And I haven't looked back basically, I reached out to landlord ology, the because I was a real estate investor. And I said, Hey, do you guys need content? They did. So they hired me in it spun from there. I was working full time in marketing. And I built my business on the side as I was, as I was doing content for real estate service and SaaS companies. And now here I am two years later. Do you want to do it full time?And you're mainly creating content for the real estate industry? Those that correct? Yes. Okay. So we're going to start this off really easy, guys, we're gonna first define what content is. If you guys ever listened to the show for a while, you guys, if you don't know what the hell we do, yet, we create video content for you. So that everybody knows who the hell you are in your local community. But video content is just one form of content. There's a lot of content to create. Everything you do is content. Like everything you do even when you go on showings, that's content. So once you to find in your terms, what the hell's content for the real estate people?Yes, for the real estate people, it is how you educate and build trust with your audience. Man, I would say I think it's like 70% of the sales process is done before they ever reach out to somebody in sales. And all of that is done through content marketing, because you're teaching them how to solve their problem. And you're building trust by showing them you know how to solve that problem. It pretty much feeds all of your marketing.Can you go back and spend some time on this? 70 to 80% of people have already decided whether they're going to buy your shit, is that what you're saying?I am saying they have at least decided between you and one other company on if they're going to buy your shit. And then they'll reach out to you and that'll be the deciding factor on who they go with.So when a consumer is out there, just sort of I don't know just play in the real estate agents, agencies and say I'm going back into Chicago. I never sold real estate Chicago so I don't know any real estate agents in Chicago. And I'm thinking about moving back home to go closer to my parents. Let them watch the grandkids grow up. And I've sort of went on YouTube, I saw some one guy might like a little bit, I see another agent, I might like a little bit. What would I do next? As a consumer? Typically, they check out their websites and make a check out their YouTube channel, like what am I going to do?Oh, you're gonna do a deep dive, you're gonna go to Google. And you're going to start researching that person. See what social media they're on? Are they active on it? See what what's going on on their website? Are they regularly updating it? Do they have new houses listed on there? What do they tell me about their process for buying and selling? And that's, that's where it's gonna go next. Just like everybody else in the world. They're gonna go to Google and see what you have.Right, folks? Did you guys, let's get out of real estate for a second? I don't know. What's your favorite thing to do, Sarah? Like, what's your favorite thing to buy?Oh, my favorite thing to buy? Yeah,to buy or do and spend money on?Yeah, probably. Buy hiking,hiking before you go on. Alright, so let's just say that you came out to Southern California, you're going out the San Diego area. And there's a lot of really good hiking around here. What would you do first? Well, Iwas actually there last summer. And I hiked up the federal volcano that you have over there.I haven't been there yet. But I know you're talking about I even know the name of it. But I know you're talking abouthiking boots, I would make sure that I have the right hiking boots.And did you research it a little bit? And did you course,you know, I'm on Google trying to figure out like, when what are the best hiking boots for mountain climbing because I'm in the flatlands of Chicago? Oh, I know hiking is normally through a forest. So I need to know what the right hiking boots.You know, we call you guys out here now or they call us back home? They call it they call you guys Flatlanders Oh, thegiant mountainFlatlanders? No, she's, she's exactly right, you guys, like think about it, you're gonna be making one of the largest financial investments if you're buying and if you're selling, you're unloading one of your largest financial investments, you're not going to do that with John Doe, the stranger that you just met. At some, like randomly walking down the street, you're gonna do it someone you know, like and trust. But most importantly, I would say trust. What, walk me through, I'm sure you've done all kinds of research here. Do you have like a pattern that you've actually noticed or research of what consumers do specifically, when they're thinking about hiring a buyer's agent or a listing agent?Yeah, they start, they start by looking at, like, the questions to the problems that they're having. Like, let's say they've worked with a realtor before. And they were actually I had a customer interview for one of my clients just this morning. So I'm gonna use their example. They were working with a realtor. And they were super aggressive towards their, towards the buyers lender, like mean to them. And this person was see seed on those emails and saw how it was and just didn't like it didn't like the vibe. So then he started doing some research for outside realtors. And the first thing he did was, you know, Google realtors in the area and what he wanted, what he did was he looked at their videos to see what kind of vibe they had. And you start to feel like you know, someone when you watched enough of their videos, yes, you get a feel for their personality. And that's, that's why he did and ended up a good experience, obviously, otherwise, I wouldn't have interviewed him for this particular thing.Well, that's what most people you sort of hit on the head, like folks are not hiring you because you have a license in your pocket that allows you to legally collect money on a house you sold. They're hiring you because they feel comfortable, or they personally like you, like birds of a feather flock together. Guys, and people end up working with people that are really just like them, or somehow they relate to them. Because those are the people who remain on top of mine, aren't they?Yeah, and really, you just you want to spend time with people you like. So you're not going to hire somebody that you really just don't have a good vibe with.If you're sitting on the treadmill or you're sitting on the peloton, right now, think about the last 10 clients that you've literally helped buy or sell real estate. And then I want you to look and realize that why you've become friends with all of them isn't because that's a coincidence. It's because we all tracked like people People are always like, why am I drink a beer with my client again? That's because that's what I attracted right? Why am I like partying with this guy? Like I just sold this guy millionaire house why are we like a club right now? Well, that because that's who you attract guys. What what is let's go through some other forms of content. We know video guys, we don't need to harp on video even though if you want to we will. I want this to be about you. Not me. But what other typesof content written right now? Um because they're all looking like my clients are all looking to get found in Google faster. So we're doing a lot of either the show notes to go along with the videos or full blogs and community pages, so that they can get found for those problems that they're trying to solve. So, using the example from this customer interview I had this morning, he found her initially because he wanted an expert in his location. He, he was a real estate investor, and he had never actually lived in this house that he wanted to sell. So he's looking for an expert in Sacramento. And that's how we ended up finding her is because she did a lot of blogs on Sacramento area and the community. So he was able to find her because of that SEO juice.It was a long tailed. And can you explain what longtail means?Yeah, long tailed means like it. You're not looking at Sacramento realtors, that's a short tailed keyword. longtail would be like a longer question like realtors that are experts in x x neighborhood in Sacramento. And then your content will show up because you're creating a community page for that particular neighborhood. For example,when I was practicing in Chicago still and you guys could look at the website if you like it's it's botched now because I took down all my it's all messed up. But I still have content on there. It's called Chicago real estate dude. My number one performing piece that attracted a lot of clients was I'll give you I got ton of stories. One was Chicago closing costs, I ranked number one, I actually had the snippet back in the day. So I actually ranked where I got the snippet in Chicago closing costs, Buyer Closing costs, and Chicago seller closing costs. were my top three pieces of performing content. I had my blog up to 10,000 Organic hits a month, guys, 10,000. It's insane. I even ranked against realtor.com and homes.com and Zillow on neighborhood tours, terms like Buck town homes for sale and stuff like that. But it was because of how much content we were creating. And I knew how to SEO, the back end of them. But the thing that most people fail by is they think that if you're gonna go out and create a piece of content, like a blog, they're like, I want to get 100,000 hits. Sorry about that, is it?No and vote one, it's not going to happen overnight. And no, it's not about that. It's about getting the right heads. So yeah, people obsess over traffic. And the traffic count doesn't matter if the wrong people are going to your website, what you want is the right traffic going to your website and the right people finding you. And part of that is creating content that might be let's call it controversial, not really controversial, but shows your voice and who you really are shows your personality. Because you want as we were talking about before attracting the right people attracting people you would be friends with, you also want to repel the wrong people. So by showing your personality in that content, you're already like pushing off the people that you wouldn't really vibe with anyway.Yep, I do it every day on the show. Like people like you swear too much. Great. We're probably not gonna. Honestly, we're probably not gonna hang out anyway. So let's talk about a controversial topic. So we're doing a scripting class. If you guys were members and clients of ours, you guys would be on this class on Wednesday. But what it's going to be on there's relative content that's performing well on YouTube. And what she meant by controversial this is controversial. Is the San Diego real estate market headed for a crash? That's going to be the topic of conversation, because that's what's performing well on YouTube. Now real estate agents are gonna be like, Oh, my God, that's, you're gonna say the markets going for a crash? It's always supposed to go up. I thought. No, guys, you want controversial stuff? Because that's what people get pay attention to.Yeah. Clickable people are like, Well, is it click?Yep. 100%. What other types of written content and blogs do you see? neighborhood? You mentioned? A couple of neighborhood pages?Yeah. Yeah. And it depends on what type of buyer you're trying to attract. So if you're, I mean, I think in any industry, if you niche down, you're better off and you're, it's easier to attract people. So let's say your bread and butter is real estate investors, you'd want to write content all around real estate investing, and maybe how to automate being a landlord how to find properties. When you are a long distance landlord, items like that. Basically, you want to create, like a content cluster, where you have a specific content piece that's really long like a guide, and then a lot of little branches that come out from it that are subtopics from within there. And by connecting all of those, that's how you rank higher in Google.So internal internally linking and all that.Yeah, connecting the dots. their internal linking helps with SEO. And it also helps your customers that are on your website find the content that they need.And why do you think more people don't? I know from the blogging, but why do you have more people that do it sounds easy.Because it's not, it takes a lot of time. It's, it's time consuming. And at least my clients, they all have small teams, they either have a fractional team, where they have like a team of freelancers that will work with them, or they have one like one internal person that helps with their marketing, or it's just them. Yeah. And that's really hard. When you're creating content, it's time consuming, it takes about eight hours to create a blog post, that's going to rank and that's, that's where people struggle. But if you create systems to be able to consistently create your content, it becomes a lot easier. And it's kind of like a snowball effect, because you can play off of the other pieces.So it's something that you do over time. And I think a lot of people just are instant gratification salespeople where they need to see something work right now. But they won't put the time into it's how much videos you guys. Like I tell people all the time video, always pencils, it always works. It always has an insane ROI. But just sometimes it might take six months for you to build that brand, especially if you're a newer agent. Or it might take one month, you just don't know. But it always works. As long as you do it and you stay consistent with it.Consistency is key it when I was building my business, the first thing I thought is I need to build my personal brand beyond my corporate life. So I mean, it only took six months to create enough of a following that I had a full roster of clients. And it was just a combination of showing up regularly on social media with video and with written content and then PR being able to connect with like podcasts like this. There's a dog in my yard right now just walking by my window. That's not my dog.Make sure make sure it's not a coyote firstconfuse his Dog Mattis. Where was I? Oh, Pr Pr partnerships like being on podcast guest blogging and in publications that your audience is reading and answering questions on Haro help a report a Reporter Out. Those were the first things that I did when I was trying to build my brand. And then from there, I created like episodic content, where just kind of roles like a podcast, a live stream show. It's the easiest way to show up consistently because you have that routine down.Yep. Well, most times, like I don't know what I was listening to this weekend, but I think it was a church to be honest with you. She said 21 wants to do something for 21 days, it becomes a habit. I've heard. Like I just literally had that happen in church, my son Okay, here. Yeah,yeah. Okay. So that's why I'm muting myself.So like 21 days you do something and becomes a habit. And I think what a lot of people don't realize or see, even today is that a lot of people don't realize that. This isn't hard. It's just new for most people. And where a lot of agents traditionally, would spend that one to three hours or four hours a month, prospecting or doing something to generate business. They just don't look at their business today, the same way or content creation around the same day content creation, you guys is modern day prospecting. It just doesn't come with immediate gratification.No, it doesn't. It doesn't. But like, okay, let's say you set up a system where you're like, Okay, I commit to creating one, one video a month. And you start from there, repurpose that, start editing it down into micro videos, see if you can use it on social media, repurposing it on there, take that audio, make it a podcast, you could hire a freelance writer and have them write a blog post based off of the highlights of that video. You can really Snowball from just one piece of core content.Let's go into multi purposing. Tell me how you typically do it. What do you how do you multipurpose content and walk us through that a little bit more?Yeah, I'm a huge fan of doing that. So I have a live stream show every two weeks. And my process for that is I take that live stream. And I'll break it down. So it becomes a series. I'll interview an expert. And we have three learning objectives in that conversation during the interview. I'll break it down so then it's a three part series. So then I'm already creating this episodic content which is pretty bingeable Because If you're like, Okay, well what happens next click Next. And then from that series, I'll take that and convert the audio file from there into a podcast. So those are three extra podcast episodes. And then I'll take those learning objectives that I had in the initial interview. And I'll break that down into a longer form guide that's written. And then do the content cluster thing that I was talking about where we take the little sections of each of those guides and create a, a blog post from it. And then obviously, you have your social media from all of those pieces, that's like 12 pieces already, and an email for each of those pieces. So if you already like 20x Step,there you go, well done. I think I see a lot of agents or even mortgage people that when they create a piece of content, they'll just sort of let it die in the newsfeed. They don't multipurpose it at all. And I'm like, What the hell is the point of that? Like, well, you don't you know, you could recycle. And here's the thing to like, love some people that don't have. Here's another good tip, guys, there's like, let's just say you're doing a video. And the videos you created six months ago, I could promise you that nobody has ever remembered about them. You can just repurpose them and just repost them they're gonna think it's brand new. Sure, brand new video, people overthink this stuff so much. It's about being present. Yes, it is. It'sabout showing up in the feeds. And no, people are not going to remember social media has like a 24 hour lifecycle, so repost use, I, what I like to do is the first time I post something, I post it live and natively, and then I'll put it into my social media automation and just recycle it from there.Yep, I agree. What do you I mean, if you were to pick different types of content for people in the real estate industry, what would you rank them? In? If they're like what type to create? Podcasts I get a lot of people say podcasts, podcasts or video or blogs or just sharing cool shit stories reels, tick tock, which is what do you see?That is a good question. Um, do I have to pick like one that the top there's a couple, I would, I would say, showing that you can solve their problem is the most important thing. And they're going to find you probably you'll, you'll hit the most pieces of the no luck. Try the know, like trust factor with video first. So I would start there. Because they get to know who you are, and they get to learn something from you. And then I would go with written next because you'll get more SEO juice from it, you do get a decent amount from from video as long as you're doing like some good Show Notes Pages, some in depth descriptions on YouTube. But blogs are a good way to really get that impact from from those longtail SEO. So I'm gonna go with that next.And then for longtail you like like the areas are like neighborhoods, areas, places community. What other types of long form content are you seeing? Yeah,that does really well. And around your buyers specific issues. So I do a lot around landlords and acquiring new properties and processes for managing multiple properties when you're a real estate investor. So it depends who your target audiences. But if you're like direct to consumer, typical homebuyer, yeah, those community guides do really well. And any content that helps people understand the process of buying and selling a little bit better. Because that might be brand new, or they might not have sold a house and bought a new one in 20 years. And they need to relearn that process.What about listings? Everyone's always like, what do I do for listings? What do I do for listings? I tell them, sir, hang around people who own houses. But what do I do? What kind of content am I going to pick up for listings?Yeah, I always had a good luck with telling the stories with it that connect people. So so many times you'll read these listings, and it's just like four bedrooms, two baths, blah, blah, blah. But I would bring in stories like the basement used to be a speakeasy or some some interesting fact about the house or the neighborhood that draws people in. Like my house. Like 10 years ago, the basement was an ice cream shop in the 1950s. So when I was at Um, when I was renting it out, that was when like, I had a story about that. And there,that's cool. So oh, well, a lot of times agents was like just listed just sold. I said this on the show recently, there's a meme going around, of how real estate agents market their business. And it's like if a if a doctor was a real estate agent, and it shows a doctor saying, holy and all these, like $100 bills, but I just perform heart surgery. And it's like, folks, people, like, you gotta have to HGTV your sales process, you don't need to like, tell me about how much money you made today. And said, Tell me about the story of the person you help. Like, it's so easy. It's right in front of us. Yes. But yet people like go the opposite way with it. I'm like, What are you guys doing?Yes, that's another thing that I meant to bring up is you can build trust by bringing in your customer stories into into the conversation. Like one of my clients, I wrote a story about how the customer had, he was a first time home buyer and a veteran. So like the story that went along with that, because it was it complicated the process. And it was really interesting, we got a lot of engagement on that. But bringing in stories and customer perspectives, testimonials are always great.Another one you guys can try is like say what the market conditions the way they are. Tell the success story of the sale. So be like this seller, this house, like we had a house in our neighborhood sold a million dollars over list price, like what the fuck who does that million dollars, over a million over list last. And like that I would I would have wrote, I would have wrote a story of something along the lines like this property literally sold. And that's not every day that a property sells a million dollars over list price, but this one did. And if you guys circulate the people who are going to be reading that are potential people who might be selling, they're excited to learn that their house is worth more than what it really is today. So showing case studies of properties have sold, I also seen the flip side work well of I need a buyer but tell you the story of the buyer who's searching for a house in the area, that there's just nothing available for but both of them have a story in common guys, is what I'm getting at story content.Yeah, if you think about it, like as a story, the customer, they always think of themselves as the hero of the story. So you need to make sure that they are front and center in that content and can picture themselves in that place. Like, oh, shit, that was that was me. I had, like, I'll talk about an example one of my clients had from a couple years ago, when real estate was a little bit harder. It was it was less about like you couldn't sell a house. And he had an offer and and it flopped just didn't go through at the end. And how the real estate agent had backup offers ready because she knew that it was likely going to happen. And she got them to match the original offer stories like that, because you're like, I was there if that happened to me. And that sucked. And but she was able to solve it and get the same amount of money. Yep. Yep.I mean, that's what it's all about you guys at the end of the day is demonstrating your involvement in the transaction through the form of story. More people will follow it. But demonstration of what you do not a brag reel of what you do, there's nothing more bigger return off than somebody being like I've made a bunch of money today, at least in today's world, people don't like that anymore. That's just the way it is guys. Any other closing thoughts here that you want to mention anything with content, that closing words of advice for some of these people? Yeah.If you just start with one thing that you're willing to commit to, on a regular basis, it will work out if you just set that routine, even if it's a small routine. And just like my business, a tiny, tiny little habit that you have in creating content, it will add up over time and it will be helpful even if you feel like it's not moving the needle now it willI agree. Why don't you tell them where they can find you website in case you guys need help with your content creation services? I'm sure you can help understand what you do.Yes, so I work with real estate service and Sass companies in creating their content marketing. And you can find me at Sarah Noel block.com and anywhere on social Sarah Noel block.Appreciate it, Sarah. Excellent show. And thank you guys for listening to this episode of the real estate marketing podcast what you guys have to realize if you get anything out of this show today, just realize everything you're doing this content. At the very bare minimum you should be taking pictures of cool kitchens, views, baths, bedrooms, kitchens, the bare minimum because every time you do you're reminding everyone what you do for a living, so don't overthink this thing, but if you want to step it up, once you start doing things on video, what happens is you get more eyeballs and with more eyeballs because more conversations with more conversations comes more clients and business down the road. So it doesn't happen overnight. But it does happen and it does happen every time unless people don't like you. Sara, would you agree that's the only time this thing doesn't work.That's true, people might not like you. And there's nothing that either Ross can help you with that folks,you might be in the wrong damn business. But as long as you're still listening to show chances are that's very seldom. So what I want you to do next is go to real estate marketing do.com and schedule a demo with me if you do want to talk about getting this content on video, we script we edit, we distribute and we put you on the map in your area. We do everything all I need from you is two to four hours a month, and the rest will be done for you. That's www dot real estate marketing.com Thanks for listening other episode and make sure you subscribe to our show channel, Facebook, Instagram and YouTube and we appreciate you guys listening. See you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with a dude and get you rollin in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

Today, we have somebody in studio, we're not in studio on Zoom, that just started doing video maybe three, four months ago, consistently. He's done it in an area that let's just say most people aren't doing video, and because he was sort of sticking out like a sore thumb, he just shot right up. One of the questions we get is like, how do I use video if I'm going into a new market? Well, we're going to show you that's exactly what we're doing here.Our guest today is Stan Hartzheim is an experienced Mortgage Loan Originator who has a demonstrated history of working in the financial services industry with Certification as a Divorce Lending Professional as well as expertise utilizing FHA, VA, USDA, and specialty loan programs. Skilled in Divorce Law, Mortgage Lending, Sales, Budgeting, Customer Service, Contractors, and Nonprofit Management.Three Things You’ll Learn in This EpisodeHow to use video when you're new to an areaThe wonders of consistencyCreating a sphere of influenceResourcesLearn more about Stan Hartzheim Real Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramStan's Contact Information: (720)883-8452Stan@dblhloans.comTranscript:So how do you track new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing dude. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude podcast. What we're doing today, folks, is we have somebody in studio, we're not in studio on Zoom.That just started doing video maybe three, four months ago, consistently. And he's done it in an area that let's just say most people aren't doing video. And because he was sort of sticking out like a sore thumb, he started just like, shot right up. This is somebody one of the questions we get is like, how do I use video if I'm going into a new market? Well, we're going to show you that's exactly what we're doing here. Before I introduce our guests today, we're gonna discuss like what his journey was. But more importantly, this is a mortgage brokers isn't a real estate agent. It's a mortgage broker, who for the last X amount of years worked primarily in the Denver market, Denver, Colorado, just recently has relocated moved over to just north of where he's at into Cheyenne, Wyoming, and now is building his brand within the Cheyenne Wyoming market and seen and trying to almost like starting over again, right? He's got to create new realtor relationships, you got to create a new sphere of influence, doesn't mean he's not doing business in Denver, but he just starts he knows he needs to start building his brand there as well. So we're gonna share his story see exactly sort of how it works with the man Stan right here. And without further ado, we're gonna introduce Stan the Man to the show. Stan, how are you today, sir? I'm doing great, Mike. Thanks for having me on. Why don't you just do a quick intro to everybody first last name what you've been doing for the last 20 years of your life? And who the hell are you?Yeah, so my name is Stan hearts I'm I run a team called wh Home Loans team with a company out of Dallas, Texas called southwest funding. And I've been in the mortgage business since 2017. kind of creeping up on people, like you said down in the Denver market and building my brand down there building out a little bit of a team have our operations staff still in an office down in Aurora, Colorado,had an opportunity to move up to the wide open spaces, just outside of Cheyenne, Wyoming on a little ranch yet, and man couldn't couldn't be happier. We got 10 acres of land, got a beautiful, sprawling ranch house and a lot of wind, wind. And your and you guys were just you're just moving mainly for lifestyle, right? You just want to get more space. But you're got obviously you're gonna bring your mortgage business up there. And what were one of your biggest concerns you had before going into a new market?You know, I think like, look like anybody when you're starting out in the new market. It's like starting out a new business. And so there's some trepidation of how do I grow that business? How do I grow the brand? I think my biggest fear, however, knowing that Cheyenne was a little bit of a smaller town than Denver, obviously was, I grew up in a small town. So I kind of get it. There's some relationships there that have been going on since you know, elementary school or middle school. And when you come into that new market, how do you win over that business? You're anytime you build a business, you're stepping into relationship with people, and sometimes that means stepping between them in their existing relationship? I'm hate to say it, but that's the reality. And how do you do that? If somebody has been friends since middle school? Right. So that was kind of my challenge coming into a smaller market? Yeah, that makes I mean, that's pretty much with everybody. We get a lot of people that hey, I'm in a new market. I don't have a spare because I don't have that will video work. We will be anywhere from you there. So Stan has been Stan is in full disclosure stands one of our clients, and we want to share a story becauseStan started doing video about four months ago, I believe right about now and you just recently got we're not like creating 30 videos a month, right? We're just doing two videos, keeping it simple. But you just recently got picked up from the new station. I hear. Tell me about that.Well,it's been a variety of things have happened in the last few months. We started doing these videos, not not mortgage related. I talked about mortgages all stinking day long. So I thought it'd be a lot of fun to share my journey of learning about Cheyenne and the surrounding state of Wyoming with as many people as I could. Right away when I got here I found out that thisCities a little misunderstood. It's it's not just cowboys. Andyou know, it's there's a lot I guess I'll let me rephrase that there's a lot to do here, a lot of people don't realize it's very beautiful, it's close to the mountains, just like Denver is are on the other side of the mountain Salt Lake City. And we wanted to just kind of spread the word like this is a growing community that has a great infrastructure and a lot of really friendly people. So we started doing videos just to capture our journey around town. You know, as we met, people are winning and visited establishments, learned about the neighborhoods kind of started to zero in on where we wanted to live. We thought why not record this and have Mike and his team make it look good for us. The name of the show is actually in Stan's model like we had to. And I almost did the same thing. And I wish I would have I'm doing it now. But five years ago, and I moved to San Diego, I didn't know if I was going to sell real estate, I didn't know what the hell is gonna happen. I was literally starting over a brand new career in foreign land, foreign territory, I didn't know what the hell was going to happen. I didn't want to sell real estate. But I did have in the back of my mind that if I was the only story I'd be able to tell would be that of a transplant. And at that time, I was going to create a show called San Diego transplant and I was gonna do was just still myself being a tourist, you know, and just discovering while I learned the city, which is what Stan is doing right now. So in his case, we ended up building a show called why not? Like why not Wyoming? And it all ties in with the branding and on that, but Stan's not talking about mortgages on these videos, are you? Well, not yet. I try to avoid it.You know, I love that we came up with the name, why not? I don't know if the listeners will be able to tell. But I got a fairly dry sense of humor. And using that reverse psychology works really well. For me, I think it becomes a little bit of a funnier thing. But yeah, we try to avoid talking about mortgages, we'll do a bunch of stuff that is mortgage related.You know, what is interest rates and PMI, and so on. We teach classes up here in town, and we'll probably record some of those and get you guys to edit it. You know, it's been a lot of fun where we've caught on, like you mentioned, the news stations have have reached out to us. There's there's two big companies that run before local news stations. And they've been reaching out and asking us, hey, you know, do you want to get on our show? Do you want to advertise with us? You know, you seem like you're doing pretty good with video. The other thing that's happened that kind of came out of left field for me, because I don't think I'm some sort of trending superstar. Butyou are, oh, all of a sudden, like people are like, Hey YouTube guy, would you do our product? Would you do this or that we'll you know, we'll give you a free product, we'll we'll sponsor this or that. I didn't see that coming in a million years, I'll be honest. So that's been kind of fun and interesting to see the variety of people that are interested in what we have to say. And you're coming from a position of value. And that's what like, I think a lot of times, and maybe even now you're starting to see it. But before we even started doing this, I don't know if you'd call this conversation. Like we don't have to talk about mortgages. And as a matter of fact, and last, we talked about mortgages and more attention you're gonna get, because when you when you guys start creating videos, you start creating content, what you're really doing is you're just creating conversations, you cannot create conversations without creating content first, right. AndI want to give you guys a different analogy, especially for all your mortgage brokers out there, or even brokerage owners. And this is what this should click because a lot of times, like Mike, I just don't get it. I don't get how me doing a video on a business or me doing a neighborhood tour, this can lead the business, and I'm going to share with you how. So let's get out of the real estate business Dan, and I'm going to share with youa very important lesson I learned from taking one of the Digital Marketer courses, so I gotta give credit where credit's due. I started studying Ryan Deiss Digital Marketer, which is a very high end, or very advanced called Digital Marketing Company. They are the guys that do traffic and conversion and all these other things. Long story short, I'll never forget this. And this is the way my mind works because of one of the I don't know where I saw this was one of the training courses I bought, I was taking one of the lessons. And Ryan Deiss who's one of the CO owners of the company, back in the day before they became all famous and all that they had to they were just an online digital marketer company, right. And they brought on a roofing client, the roofing client at the time. And in Texas. How long do you think a roof lasts in a house in Texas thenI have to guess it lasts a while 2025 the severe weather that we have up here that's for sure. 2025 years, which means that the person that they sell their roof to either most likely transacts the house or dies before they need a new roof which means there is no repeat business. Right? It's not and it's not in that type of business. It's not like you get a ton of referrals. Like it's not like roofers are like through show me a roofer. It's sort of like a plumber, right? You're like hey, can plumber he's a plumber is an electrician, nothing bad about that. But I'm just saying it's not like a super duper, duper highly referral business where everyone's like, Oh, sending the roofer business. Sowhen you need them, you just need them when you need them. Right and you don't really have any loyalty towards a person that doesn't maybe you know someone maybe you don't, but it's almost like a guyHello page type business you thought you sir, find the first company you see, and that sounds good, and then you roll with it. So the point is, is that they had to come up with a marketing plan online for this company. And here's what they ended up doing. So they knew they had to go a roundabout way and think outside the box. What they did was they created a gutter cleaning service. And in the gutter cleaning service, let's just say the going rates were $99 to get your gutters clean, they charged 25 except all their gutter cleaners were experts at identifying roofing issues.What do you think happened next in?Well, I can imagine they started to identify a lot of faulty roofs or roofs with problems on a percent of their sales went through the roof, but they had to create a gutter cleaning service to identify the roof issues, right. So they had the forward thing. See when I'm looking at a lender, in your case, having video that's exactly what it is. The video is your gutter cleaning service to start having more conversations. This is true for a broker owner that's trying to recruit this is true for a lender that's trying to build more relationships. This is true for anybody. See, what we're doing is we're not creating content and videos to sell our shit. We're creating, we're creating content and videos to have more conversations to build trust that will eventually lead to us selling our shit.Right? And that's just that's just the reality of it. Right? And I want you Let's go through sort of what's happening in your market because I wanted to have you on the show. Becausewhen you have the opportunity to do something different and stick out or stand out. That's the Holy Grail. Everyone's always asking us, okay, I want to get leads. I want to get this. I want to get that, folks. Warren Buffett once famously said, when zig zag or they zag Zig. That's exactly what this business is. Because everyone can trip over a mortgage broker on the street, everyone could trip over a real estate agent on the street. And what really makes someone hire you9.9 times out of 10 it's brand and personal relationship. And if they envision themselves to working with you, would you agree with that, Stan? Yeah, I agree. And I think that is the great unknown about video. I didn't certainly know that even six or eight months ago, how much people get to know you through that video exposure. I mean, people, people walk up to me now, like, they've known me for years. And maybe I've met him once before, maybe I haven't. So the other thing that happens, just intuitively, I at least for me, as I started to create things that I say kind of routinely as part of my video making process, right and, and we went on a road trip, I decided that the best way for me to do these tours, especially in a great big state, like Wyoming was a road trip around. And so I started just telling people in my video just kind of just naturally Hey, jump in the car, let's go we're going on a trip, you know, and now it just opens up like a crazy funny line when I bumped into someone at a coffee house, Hey, come on up. And let's go we're going for a ride, you know, like, let's talk for a minute. And it just kind of it transitioned from video to real life really intuitively. What happened? The smaller the town, the easier it is, believe it or not, because think about it, like you come to San Diego is a lot of people are doing video you go to Chicago, New York or a major city. And then you're not so much you don't have as much attention on there. Even though there's more people, even those a bigger population. But you don't have as much attention because you're just one of many. Whereas in Cheyenne, you're one of only how many other mortgage brokers in the Cheyenne market are doing video.You know, there's a few people doing some real short, you know, the short, short recordings or whatever that they throw on Facebook, or maybe you know, some some reels kind of stuff, but I don't think anybody's doing YouTube. There's one real estate agent that is doing some YouTube stuff, but it's negligible. So you gotta go way up north, there's a there's a Gallup north, it's doing a really good job with YouTube videos and short, short shorts, recordings. But that's it. I mean, in the whole state, there's like two of us. That's why you got the news.I love it. So why don't you share with everybody, you know, are you nervous when you got started? What did you think, like, come through that because most people are usually like, hey, I want to do it. But everyone wants to just be done with it. But very few people actually will take action and go through and actually do it. I never understood why.But my gosh, Mike i i can tell you exactly why. You know, it started out with this goes back years. I'll be honest, this goes back to one of my first jobs when I had to do some phone, some phone work. I worked for a large hospital in Colorado, and I had to do some phone work and I'd always think Man, I hate the way I sound on the phone. And someone told me you know what, whatever you sound like is what you sound like you talk all the dang time you never shut up. So just get over it right and then I started to contemplate doing videosLast year and I'm like, Man, I got a face for radio bro. I don't know if I should be doing these videos and then people are like, whatever you look however you look man, you just, you know, you walk around all day you're not hiding under a rug. So get out there and do it. That was it. And and then the follow up to that it's just, you know, scripting like, do I am I gonna sound like a robot? Or am I gonna sound natural, I'm gonna look natural. How's this gonna come together? And I would say the first couple of videos were pretty brutal. I'm not gonna lie. I won't sugarcoat it. I stumbled over the lines, I think we recorded you know, the first one was a eight minute video, I think we recorded an hour and 20 minutes worth of stuff and just kept kind of getting through it. It wasn't, it wasn't embarrassing, because I knew somebody was going to clean it up first, I guess. But it was it was kind of brutal. But after that one, I would say literally, the very next video got 100 times easier. And then from there, they've gotten easier and easier. I still feel like I tried to read the script, or I tried to, you know, make it real polished or professional. And I'm getting over that, you know, I,you know, maybe your listeners will go check out my channel, we just did a brutal, brutal, brutal pub tour. And there was no scripting like, I'm like, Okay, I'm gonna go visit these 13 places, I'm probably going to get drunk while I do it. And I'm gonna have to try all this stuff that I learned about each of these stops, because I'm doing a little history tour with it. And you know, my brand has to teach people something. So I might as well tell them about these breweries. And you know, by the time we got to the end, did I drop an F bomb? Yeah, I did.I did, and that others did a great job of leaving it in there for me. So that was fun.You just got to have fun with it. And you know, that's what I'm learning and the nerves will go away. Have you ever, like hung out with somebody that you just can't be yourself around?A couple times, I got a brother in law thatwas trying to impress him, right. So I tried to live live large, and it's just, it's uncomfortable. You know what I mean? It's, it's no differently like that on video. Like, when you're creating content, you're just speaking to one person at a time. And you're right, like, you should I always tell people, you can't be nervous about the act of shooting video. Because if you are, why you're you control it, like you could just delete it or not post that video or not do it, you can just reshoot it, right? So the whole act of of shooting and and all that stuff is just mindset. None of this stuff is hard. Like if you truly, and I always say this on the show is like if you surely believe you're the right person for the job, whether you're a lender or a real estate agent, it actually becomes your obligation to let the world know about it. And if not, that's very selfish and shady. And if you don't agree with that, then you're not the right person for the job. So there's either one or the other. There's no in between on this. So you have to really look at that for yourselves. And everyone always says I'm the right person for the job. Well, if you're the right person for the job, why the hell are you so scared to tell the world about it? That's when it comes down to you guys. And it's not that creating content or video and all that stuff is hard. It's just something you're not used to. But I'm gonna go on a limb and stand Do you remember your first loan application? Or actually, let's do your first million dollar loan application. Within the first year or two? Were you fucking nervous?I can remember doing both. My first loan application was was utterly ridiculous in the in the day and age of technology.I wanted to be that personal touch right? So I grabbed my old paper 1003 and ran over to the people's house and wrote down all the information and I was nervous as heck. And I thought, Geez, what if I forget some piece of pertinent information? Or what if I don't, you know, get this right or I don't explain something right. And then I realized when I got back to the office, that that was the stupidest thing to be worried about, because it was a simple phone call to get the rest of the information that I maybe forgot like this. That's how I feel about video and just you maybe you do record, you know, rerecord it or you delete something and start over, but it's not the end of the world if it's not perfect on the first try. And that's kind of how that loan application when I remember the first time my first time I had showings, I was 22 years old, and I got the client from cold calling. So I would just do whatever it took back then. But I was working in the city of Chicago, I just moved back up from Carbondale where I went to college and I didn't know my way around the city of Chicago. So and we didn't have at that time we didn't have phones that had Mapquest on him. We had to go to Mapquest online and then print out the instructions, and then print this shit out. Like I would have outside brains, I would bring the Mapquest and I'd have a sheet of paper like this. And if we're looking at six properties, I would have six sheets of paper, I'd have the listing sheet on top and then beneath it would be the Mapquest instruction because I had no fucking idea where it's going. And I had to go out there and fake it till you make it with these clients. So like so what's this neighborhood like? I'm like a. And as a matter of fact, the day before the showings, I went out and I drove the route, just so I didn't look like an idiot with them in the car with me.Right and you had this is like the type of stuff that I didn't like seeoften be like, Hey, I'm not gonna go any showings because I don't know what the neighborhood is, which is no differently. So I'm not going to shoot this video because I don't know what I'm going to look like. Like folks get over yourself. No one is. And we're not that important, like, I'm not that important stands out to important, the only one who thinks that we're that important ourselves. That's right. And I think that's true as so many things, Mike, you know, we started teaching these classes in front of rooms full of people, and I can tell you even now I get nervous before we're going to go do it. But for me to sit back and say, No way, I'm too afraid I'm not going to do it. The only person I'm hurting is myself, I'm just shoot yourself in the foot with that mentality. So you know, get out of your comfort zone and go do something new. So let's, let's go into your video strategy. Totally agree. So when we started out with Stan, he started out doing a lot of stuff. Like there's different types of content you could create for different reasons. When we saw standard channel, or we're standing the opportunity, we just know that there's no one else in Cheyenne doing enchance, a big city, relatively speaking to the area, it's a city, right, any city gets searched on YouTube. And because Dan was the first one there, that's why we're able to pop his channel and say, pop his channel, he's generating lots of 1000s of views on the videos. And that's what led to him getting picked up by the news and all that stuff. But now that you've built out the channel, and you have that street club, the video that he was doing, he's referencing here is really funny. It was about what, eight minutes long, nine minutes long, give or take. Yeah. And the longer you did, you did a brew tour on site. So you guys had like the city was putting on like a Abreu history tour. Right. So I'm curious, because I haven't talked to you about this. But what people don't realize is the act of shooting, the video turns into relationship building itself, as well as other additional content you could be doing on stories and all this other stuff. So I'm curious to know, like, you're walking around on this tour, how many people were on the tour?You know, it didn't really have like a point, a starting point, you know, and then get to the end line, it was kind of jump in the middle, you know, go at your own pace sort of thing. So, I mean, there were, I don't know, hundreds of people doing the tour, but there wasn't a group of 100 are going from place to place to place, right. So and some people are going backwards to the direction we were going. So we kind of kept bumping into a few people here and there that we'd see over and over at different stops. But yeah, so it was a little bit unique in that way, just because everybody was kind of doing their own thing. How many conversations did just the fact that you had a video camera in your tripod with you start throughout the day? Oh, I mean, we had 13 stops, there had to been 40 kind of I mean, it was three at every every stop probably. And, you know, a half a dozen of those 40 or so conversations were probably people like oh, no, don't get me on camera. And I'm like, don't worry about it. You're gonna be on camera? Yeah.Then I'll get input when you're having a conversation. So what are you doing these videos for? What are you doing this for? And then he's creating an excuse to start? Well, I'm actually a mortgage broker. And what we do is we go around here and you have that conversation, which is totally different than just going up and be like, Hey, do you need a loan? Oh, by the way, my name is Stan. That's like asking a girl to get in the bed the first time you meet them, guys. This is not what you do. Right? You don't you can't just ask for business. Before you even know someone, you have to earn it.And you only earn it came out of that too is meeting meeting people and having those conversations but then also meeting either the management or owners of the establishments we were at everybody was jazzed, right? Like they're like, hey, when you know, When can you come back and let's talk more about my business. I'm like, I'd love to come back and talk more about your business. That was a really powerful part of that tour as well. So I was going right there. Perfect. So like what we should do, we'll just turn this into a coaching session, as long as we're here. What I want you to do and what you should do now is that yes, you had 10 bars, okay, now you could go to all 10 of those bars and do a business owner interview on them that gives you 10 More videos to do. See what's going to happen on the business owner interviews is that those owners are going to share that video around with their friends, family, aunts and uncles and all of those owners lips somewhere. All of those owners have a referral for Stan over the next 12 months. It's just a matter of if they're gonna give it to him. We've seen a guy this is a funny story status is funny. This is what happens with business owner interviews. So we have a dude in Northwest Arkansas and he went out and he did this business owner interview for some kind of like it was in their market it was like the new swanky hotspot right? This dude sort of The Bachelor so he was taking a chick there on a date and he went there on it he takes his girl on a date after he did the business owner interview with the owner right so here he comes he's got it he's got this girl on his on his arm he's trying to he's trying to impress her and all that pulls up to the restaurant the owner steps aside everybody come here come here I got the best table in the whole restaurant for you right here you got the perfect view brings them a bottle of wine on the house and all that the chicks like holy shit, this guy was this guy. And this is what's funny about the story is the guy goes you know later on and they start doing business together. And and he goes like this he goes seeI'd like to say something because Hey, Jay,it's funny that, you know, my wife's cousin is a real estate agent. And, you know, traditionally we're always using her, but you are now my real estate agent now. Right? So he literally, we're just talking about how do you step over prior relationships, and you do it through adding value to other people's lives, you guys know, right. And there's just so much leverage. With video, you can do that. If you're in a market like that, just imagine going out and networking with all the different businesses in that market and let them sell your stuff, right. But you have to give to receive, you should always try to give it's written in the Bible, those who give, give, give, give, get it in return in some way, shape, or form. It's just the way we're supposed to be, in my opinion. Unfortunately, a lot of us always have our hands out.And when we have our hands out, nothing really lands in them to do that. That's right. So I want you guys to think about coming from a value or if you're thinking about video come from a position of value and contribution as opposed to because it's not about the content that you're creating. It's not about what you're doing on video, it's about how you're doing it. And how you're leveraging it. Tell me really quick as a prior to Denver, what are your ratios? versus how much of your business comes from real estate agents? How much your business comes from your own sphere of influence? Where does most of you originate from? And what would you say your largest sources are, um, you know, Don, in our Denver market, I was I was pretty blessed to get in early in my career with a bunch of doctors, nurses and surgeons, and surgical techs. So I got a lot of business out of the hospital environment. Wellness, I'll get into why, but that just I fell into the right niche. And so I was really fortunate to be able to start building up my business by giving out referrals, I wasn't necessarily hounding real estate agents for their referrals, as much as I was saying, Hey, do you want to partner up? You know, I might, I might not give you as many as you give me or, or maybe I will, who knows. So I would say my business down there over the last, you know, five years or four years that I was in that market has been 60%, self generated 40% referrals, and of those referrals, you know, 3030 35% Of that number, that total number was from real estate agents. So we did pretty well within that niche. Up here in Cheyenne, it's a little different. Everybody starts out at the real estate agent level.It feels like I mean, I'm still getting another lay of the land. We've only been up here since December. Butthe banking industry is very strong here, right? A small town people are familiar with their bank, they've been banking there for a long time. So we have to overcome the stigma of going outside of the bank for a mortgage, and the relationship that that person then might have with their real estate agent friend that they've known since they were 12.You know, we we've really, I spent a lot of time last year, you'll remember some conversations, my eyebrows, like what does it mean to brand yourself like I have a logo was that my brand, like trying to make a brand. And what I found out is when we created this show, in large part thanks to you, Mike, you got me off of that topic and said, hey, it doesn't matter what that branding piece looks like that logo, you have a brand that fits your personality and who you are. And what I realized, that I love doing was teaching people stuff. And that's how the whole video series has come together, we were taking people on a ride to teach them about our local area about a local business. And that has translated from the show being called Why not Wyoming to why not university right? We got why not you and we're doing these whole series of classes around town. And when I go talk to the Board of Realtors, it's it's really interesting people know that I am there when I stand up to talk, I'm going to tell them about some new educational opportunity that's going to grow their business. Yeah, and that has been our value add that I don't think I would have put my finger on without you kind of steering my show in a direction and then allowing my personality to come out. If I was just doing mortgage related content. I just be up there droning on and on. Most peoplewhether regardless of what business you're in, even me like I'll do a video on how to do video. It's the least engaged stuff I post I swear, like and it'll be really good content. It's like our training content. Like I'll do a video on how to script a video through story. And that'll be you're gonna copy all great video good video, but truth is, is that that doesn't generate a shitload of views and attention a lot of times, same with real estate. However, I do create a lot of it because there's different content for different reasons. You see, like if you guys want to go to my website, you can go to www dot real estate marketing do.com And what you're gonna see on the website is a bunch of content. Every page on the site has a video and the reason why I created all thatstuff over the last five, six years is because when people visit our site, they're not questioning whether or not I know what I'm doing. It's sort of self evident. They're questioning how I'm doing it. And if they like me, Can you envision yourself working with a dude? Can you not envision yourself working with a dude? And truth as you guys get my personality, if you listen to my show, you know, I'm not the most perfect human being I sit every day. However, I'm 100% authentic. And what what what people really want is just a trust, and you cannot outsource authenticity, you cannot.You just can't do it. And when people I believe when people look at a lender, or an agent, or financial planner, or anybody, the first thing that comes through their mind, and people always say you don't judge a book by its cover, you're shady. If you do that, well, I'm sorry, that's just the way God made you. Everyone's going to judge a book by its cover. It's just the way that it is guys. Right? That's just the reality of it. And when you look at somebody, I could like, look at somebody, like, I could tell I'm gonna get along with that guy. Right? You get that same feeling, right? I could, I've liked that person's Mojo, I'm gonna, I'm gonna I want to drink a beer with that guy, I want to hang out with a guy. You just know who your tribe is. There's a reason why elephants hang out with elephants. Like I've never seen an elephant and a cat hanging out and watching a movie together. It's because we're naturally attracted to people that are like us, whether way way shape or form they may be there might be personality that might be erased, that might be in skin color that might be in whatever it is. But whatever it is, understand that you're the only one like it out there. And when you embrace your own individuality, and your uniqueness and your authenticity, and you scream it from the rooftops, and you're damn proud about it, that's what people are attracted to. No differently than what Stan is doing now and Wyoming no differently than what I've done on the show for the last six years. Some people are gonna like it. A lot of people aren't.I love when a lot of people aren't, because if you don't have haters on your shit, you're not doing it right. You're not meant to be perfect. It doesn't exist. God's the only perfect beam that exists in the world. And you're not him. Don't even try to compete. What you can do is embrace what you are, whom you are, how you do it, and scream that from the rooftops. And I believe that you'll be rewarded through people just like you because that's who you will track. There's not a shortage of business.There is everyone I look everyone I look at, like literally, everyone lives somewhere unless I check.So it's not a matter of if they're going to move, it's really a matter of when they're gonna move folks. Statistically, in Chicago, when I was practicing in the city was three to five years in the suburbs was four to seven. I knew my numbers because I knew if I just stayed in front of people, everything we're talking about when it comes to branding, content creation, the more people who know what you are, the more opportunities that open up. But it is mathematical not theory.If 100 people see your content, 10 to 15 of them are moving this year.The question is, are they going to use you when they do?The more you're on top of mind, the more likely that happens? Right? So this isn't rocket science. This is relationship building.This is leveraging content. And this is all based upon your personal brand.Stan, what are you going to do with? Have you tried any events with real estate agents yet on the video stuff, if you taught a I think your next move is a teacher scripting class, you have the social St Cloud scribe to do it now. And you could literally just launch an education series towards real estate agents. You could partner with real estate agents and do different neighborhood tours. You could partner with real estate agents and do different construction tours. Because you're not a real estate agent. Your job is not to sell those properties. It's their job. But you still share the same client.Yeah, I think some or all of that is in the works. You know, we we launched our educational series for real estate agents. In fact, we're doing a class this evening. It's going to be tailored at mortgages, mortgage one on one workshop, because we had to start somewhere. I would love to start at the beginning of the year. And then goal planning and you know, Vision boarding and all kinds of fun, cool, ethereal stuff like that. But here we are in May. So we thought we're gonna start with some mortgage stuff. So people remember what we do. And then next month, we've already announced our June class is going to be on social media and some video stuff. So exactly what you said. But we have been reaching out to there's a few people that like I said, are doing some of the short, you know, forum video stuff that have been doing some neighborhood tours, we want to put that on steroids. So I've been reaching out to them because they're already fairly comfortable with that given area or that neighborhood. So we're gonna go back and kind of recreate some of their neighborhood tours, but we're gonna put it on steroids with a little more viewership. You know, a little bit better quality, so on and so forth. And thenyeah, just continuing to do what we do with the business owners. I think that's that's really our kind of our strategy for the next you know, two to three months is continue getting these videos, these people on video that are owning businesses. You know, like you mentioned earlier, when youWhen you do an interview of the business owner, they let you, you know, take them in or they share it or whatever I found even on our on our beer tour, I asked every single manager of every, every all 13 places we went, I was like, Hey, do you mind if I share this, like, I'm gonna take you in this? And they were like, Yeah, that's fine. But what I found is you can't always take a business page, but you can check in at their location, which achieves kind of the same results. So I just, I'm gonna go back. And you know, we've already pushed that video out, but I'm gonna go back and repost it and just check myself in at these various different locations, even with the video we already have created, and then that way, they'll get a double dose when we go back and do their interview. So yep, I would go, definitely, I would go back and think of diners, drives and drives, but recreate that for Cheyenne, and hit up all these different pubs and bars. And I bet you that well, I mean, I know what's gonna happen, but do it. And then maybe we'll have you back on the show. And you can tell people what happened. We Awesome. Hey, I wanted to say one other thing when you were talking about not being perfect, too.You know, what a true statement. And And yet, the imperfections are the things that people are drawn to quite often. When I look at the commentary that comes through my videos, it's, it's funny how often somebody, you know, it's easy to get defensive. And so I'll read a comment where somebody's like, Hey, you didn't pronounce that, right? That's not how we say that, or whatever. And I could be like, hey, what a jerk. Why are you all up in my grill over this? I didn't even know like I say in the in the video I'm visiting, how the heck did I know that? But instead, I'm like, hey, thanks so much for educating me. That is awesome. Man, I will absolutely remember that now for the rest of my life, you know? And if you take that approach that yeah, we're not perfect. And people are going to call you out for that. But it was that that even got the engagement started. And if you don't get defensive, and you just stick with the engagement, man, all of a sudden, you're having three or four more conversations that you wouldn't have had otherwise, you know, if everything had gone perfectly, so embrace those imperfections. That's a great point, I think Jay Baer wrote a book called Hug Your Haters, addressing how to hug on haters, and then how you flip those into, you know, conversion, because you'll be amazed a lot of people will go out there and yeah, they'll hate and then you'll just address it. And then they'll before you know it, they'll be you guys will be best friends. Right? You'll just see some of those people you get, you will get some keyword keyboard warriors out there, no doubt. But that's good. Like, there's everybody who said the same, but there's no such any PR is good PR year and all the time. And who cares? If people are talking, then it's working. That's all that matters. So any other closing thoughts, Dan, that you have any tips for people advice for people, I think you want to mention, I will just go back to where I started, which is what my mentors told me your voice is, you know what it is you sound how you sound and you look how you look. And unless you're living under a rug. Don't be afraid to put that on a recording or on a video because it is who you are. And the more you act like who you are, the better the results are going to be. Love it. Stan, if you folks are in the Wyoming area, but you're licensed in other states to maybe an agent wants to reach out to you or something. Why don't you go ahead and tell people how they can reach you, they could connect with you go ahead and tell them what channel you have. And they could follow you on there if they want to check out some of your content.For comment, yeah, for sure. If you want to see the comment, it's why not? Wyoming wy And O T question mark, Wyoming. That's our YouTube channel, we are@www.db l h loans.com. That's our website. And you can always call me direct. If you have any questions about how to implement some of this stuff or what my experience has been. I'd love to answer it. 720-883-8452 Appreciate it. Stan. Keep it up, dude. Stay the course excited to see what happens in the next three to six months with this. You're doing everything right. Just keep doing it. Folks, thank you. And don't you stop listening to this podcast if folks if you need any help. And you like what you heard here today on Stan story, feel free to reach out to us. We'd like partnering with different mortgage brokers, investors, lenders, real estate agents, broker owners, recruiters, you name it in their local markets. And this is all we do. We script that and distribute videos but more importantly, we give you the right strategy that should fit your brand so that you're actually not looking awkward on video you're actually excited to get on video and that all dials and dials in with the picking up the right strategy, which is my expertise. So appreciate guys listening. Feel free to reach us you can visit real estate marketing do.com Real Estate market.com leave us a review here connect with me on Facebook, Instagram and check out our channel real estate marketing do it on YouTube. And so make sure you subscribe but we will see you guys next week. Have a great day. Stan, thank you so much. And we'll talk to 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 do.com We make branding and video content creationSimple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

A lot of times people say, I'm brand new to this market, How am I going to start, I don't know anyone here and we hear that quite a bit on the show. Our guest today can be a huge inspiration to you all because he was from a different country. In 2008, he came to the States over from Scotland, and he started from scratch, like how I moved to San Diego and I just got my license. Again, I say this on the show, because I'm gonna start recruiting all you guys. When I got to San Diego, I told myself, I'm not gonna sell real estate I was burnt out. Five years later, here I am, I got my license back. I'm not going to get into the sell, sell, sell, sell, but I am going to build other people's brands and create content for him and all the above. And no matter what you do with this business, you'll never escape it once you get into it. But there's so many different facets of it and I found his story really interesting, because a lot of people will say, Oh, real estate is not for me, but this guy comes over from another country goes into Denver, and he starts just selling houses, and he does very well. Listen up because I think you guys are gonna get a lot out of this episode!Three Things You’ll Learn in This EpisodeHow to get started in a new marketNetworking in an area where you know no onePros and cons of working in real estateResourcesLearn more about Euan GrahamReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business? You constantly don't have to chase. Hi, I'm Mike Cuevas a real estate marketing dude. 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. Look at this, folks, two weeks in a row. If you listened last week, I had an episode where I called myself out for not being consistent on our podcast schedule. And it's something I teach and preach. And then even you know, me, the guy who talks about this all time, I've messed up, and I said, I was gonna let it happen again. And I promise you that. So I started loading up on shows. And what I'm doing is I'm, I reached out to a bunch of groups out men, I'm like, Hey, let me get some shows. Because I know a lot of the groups I'm in we have a lot of friends in the business and industry. We're just killers all over the country. We have a lot of masterminds with you on the back end. And what we wanted to do today was bring one of them on, and he's got a really cool story. You know, a lot of times people say, I'm brand new to this market, I How am I going to start I don't know anyone here and we hear that quite a bit on the show, we get people that write in and whatnot. But this guy was from a different country. Okay, in 2008, he came to the States over from Scotland, and he started from scratch, like, you know, what, I moved to San Diego. And I just got my license. Again, I say this on the show, because I'm gonna start recruiting all you guys. But when I got to San Diego, I told myself, I'm not gonna sell real estate I was burnt out. But five years later, here I am, I got my license back. And I'm not going to get into the sell, sell, sell, sell. But I am going to build other people's brands and create content for him and all the above. And no matter what you do with this business, you'll never escape it once you get into it. But there's so many different facets of it. And I found his story really interesting, because a lot of people will say, Oh, real estate is not for me, but this guy comes over from another country goes into Denver, and he starts just selling houses, and he does very well. And I think you guys are gonna get a lot out of it. So I've known you for a while. How long? I don't know how many years, maybe five, seven years. And I haven't seen in a couple years since COVID and whatnot. So but we're gonna do a show back then I believe. So why don't you go ahead and introduce yourself to the audience here. And let's get right on into this because I think all you guys are going to get a lot of good learning lessons of how to start from scratch. So if you're struggling today, if you're just stuck, you don't know something's not working. You don't like interest rates your buyers are stopping to buy because their payment is no longer affordable, or vice versa. Look, we all start from somewhere so this is going to kick you in the ass. So without further ado, let's go ahead and introduce Denver realtor Yun Graham. What's up, dude?Hey, Mike. Great to be on the show. COVID has been kind to you, you're looking great. I've had as I said, I've not been I've not seen you for a couple of years. So I've seen a lot of weight, like nine parent, I've not seen you in person. But obviously I've seen we've seen each other online and stuff like that. So yeah, it's great to be on with you. I think, you know, I love to do this. I love to kind of maybe share my perspective on things my perspective not just on, on real estate, but the opportunities that we have and that we're blessed with in this country. So I think that's really part of my story as well. You know, swam over from Scotland 1415 years ago. But I got here, you know, these American girls, Mike, they're too hard to turn down. Solook, especially with an accent like that. A bunch of a bunch of women coming into the callUnion on YouTube video. Well, it's interesting if you if you put close captioning on when I've been talking, it can come up with some pretty interesting phrases and words that follow me but yes, so moved over in 2008. My wife's a Colorado girl. So we met actually Mike in San Diego, in 2004. She was out there. So we met in 2004. married a year later spent a couple years in Scotland where I think we're laughing that we were both drug dealers before we got into real estate. I was selling pharmaceuticals. Yeah, then moved over. You know, with my eyes wide open, but no, in the worst financial market we've seen in you know, 80 years. So to be honest with you, Mike, I didn't know what I was going to do. I wanted to get back into maybe selling pharmaceuticals or doing medical devices but you know, in 2008 Nobody was hiring everybody was laying off. I So I came over with this, you know, charming accent and I would just get a job. And it just, it didn't work like that. So I really had to pivot. Idid you have any real estate experience when you came over?Absolutely. Well, actually, we own a little property back home in Scotland. So we have a little slot that we still have to this day in my hometown. That was the only kind of experience I had. I know I liked it and kind of like, always had a mystique around it in terms of what it might, you know, what am I end up with? But no, absolutely no real estate? So first job in the United States, I was selling Yellow Pages. And, you know, I think what that told me, Mike, is, Yellow Pages is definitely not the future. I was trying to tell small business owners it was, but I'll tell you, I went and knocked doors for close to 18 months, small businesses in Denver and down in Colorado Springs, we went down there. And I and I looked back on that time in my life. And I was like, Why the hell was I doing it, because I don't know about you, Mike. But I'm a firm believer that every everything happens for a reason you're doing something, there's a reason behind it, you might not know then, but you'll figure that out. And when it taught me really was how to build relationships make. Because what I would do is obviously, build the relationship with a small business owner and do a great job for them and provide value. And then they would, in turn, tell their friend who was another small business owner about me. And I can always remember him, he would come in on a Friday afternoon, and we'd have to cold call for four hours straight. And we would pick up pick up a yellow book and call through that. And I didn't do it, I refuse to do it. Because that was not my intent. I was not a cold call guy. I was at relationship guy and I was always the one that had the most appointments for the next week was closing the most amount of business. So there was something behind that. And I was part of a little networking group that had a realtor in it. And he said, You know, I think I think you're looking for something else. I think you use theirs and I said look, I am in America I'm in the Wonder opportunity. I'm all ears What are you thinking? He says you should get in real estate. I think you'd be really good at it. You know, you can you can you know the world is your oyster in real estate you really are you know, it's like that you're your own boss you've got the fleet you know, it's a throughout the comments of it's flexible. It's like yeah, right. Bullshit flexibility in your first two three years there's absolutely none. So yeah, I in 2010 I got quit quit the Yellow Pages studied at home for two weeks, because I didn't have the money back then to attend the courses. I just bought the books the the real estate books, studied when in a class for a week summer test, got a license and just came out the gate and realize that Mike, I think, you know, back then I had no experience I didn't know what I was doing. I didn't have a mentor but I knew that I would learn over time but I could outwork anybody like work was not the work ethic part was not polling to me so if you if you had the experience but didn't have the work ethic, I was going to beat you on work you know work ethic so the first full full year in real estate and you know what it was like back then and Mike it was a it's insane to think about that. Basically nine out of every 10 homes are in short sale or foreclosure back then that's what I cut my teeth on. I was selling condos in Denver for 12 $15,000 I was making a couple 100 bucks which was a fortune to me on a commission check and you know that first year I just hit No no days off at nine years weakness so 36 homes in my first year and I did not have any kind of idea of if that was good or not because I thought it's really good. If I sell 36 homes in my first year with no experience the average realtor must be selling 100 homes he know that make that's what that's what I believe because I didn't I knowwhat do you notice searches today? Or even that it's never changed? Like five to 766 homes the average size a realtor sells and I don't know how you can make a living off of that.No and I you know I I sold her a lot of homes, but they were you know, I think my average price back when I started was around $80,000. So that's kind of what my average price point was. But I just didn't look back because I loved that I loved I didn't Thanks, I was working Mike, I think I found something. And we talked about this just offline about, the longer you get into the business, it becomes, you know, it does become a little bit of a grind but the that that first year, I was just on cloud nine, because I, you know, I was making some money, not a lot of money, but I was providing for my family and I found something that I found. It just came naturally to me. And the other big thing that I really want to reiterate to the listeners, if you're if you're, if you're born in this country, if you're born in the United States of America, you won the lotto, you won you got you got the Charlie Wonka golden ticket, because there is nowhere else. And I've said this so many times, there is nowhere else in the world with so much opportunity. And gobble I came, I came here as an immigrant with with nothing like, I didn't have some trust funds with my parents like I, you know, my parents went through a divorce right before we moved over. And I just wake up every day. No, you know, sometimes a little bit different Susie, artistically, but I know that I'm a kid in a candy store, we can up in America, because the opportunity is off the charts. And I'm living proof of that I did, I had no connection to anybody in Denver. Anybody in the metro area, my wife is from a small small town in Colorado, 100, people she didn't know grew up in the city. So I had to create these relationships and create the business on my own. And I'm living proof that it may sound corny, but the American dream is, is alive. And well. And I'm telling you that right now, if we just focus on what is good out there, good things happen. And I just like I grew up in Scotland, it's not like some third world country, you know that I have a lot of friends that have come from, to the United States. But the opportunity is nowhere near anything like we have here. So it was just like, it was fascinating to me that I really put the work in, I learned, you know how to do things my own way, because nobody was nobody, I had nobody to show me I just had to figure it out. But that was a good thing for me. Because I figured out my you know, my flow for things my that the way I handled things. And you know, I, I sold the most homes ever in a first year in Denver and just continue to build my business from there.Let me unpack a couple of things that you said. First off, thank you for recognizing that I don't know what the hell's wrong with so many people today where they talk shit about our country, but our country is the biggest opportunity that exists and it's, it's a breath of fresh air to hear someone appreciate that. So thank you for that. Thank you for all those who have served and everybody else who fights for it every single day. But listen, you have the exact same story as me as myself. So this has some similarities here. I didn't come from Scotland, but I did come from Carbondale at Carbondale, Illinois, which is probably the armpit of America when it comes to colleges. And I remember one day, I was doing a kickstand, and I was 22 years old getting blacked out. And then the next day, a week later, literally, I was walking down Michigan Avenue and my first suit being like what the fuck happens now. And I was 22 years old at that time, and I started at a company called I think was called it was called home touch. And home touch was a buyer agency only. And if you guys are familiar with Chicago, you see it on the news water tower mall used to have a kiosk in the very bottom level of the mall, which is a tourist trap or tourists Central. And in the kiosk, we'd have a bunch of just different listings and properties there. And we would just stand at this kiosk and just strike conversations with people because people would stop by to say, Hey, what's going on with that listing? Right? Or, Oh, how much does this thing go and then you just start a relationship. The very first house I sold was to an attorney, I had nothing in common with like this guy and me. I still stay friends with him over the years. Like we're totally opposite of the political side, everything. We have nothing in common. He's an attorney. I'm a dude. But I always knew the power of relationships. Because when I was in college, I was like, the guy who had all the parties. I had all the bar bartenders, I always knew how to grease people to get in. Like I had everything I was a shit in college. Then I got to the real world. And I'm like, damn, I started over I was nobody. The one thing and the one thing I learned is that everyone always has a common ground and in business, regardless of what the common ground is. If you can find it early enough in a conversation, you'll earn the chance to have that conversation. All right. So this dude was in a fraternity and I just got out of one. And that's how I struck it. We bonded talking about frat hazing, frat parties and all this crap. We ended up selling them a $420,000 condo for sale ever did came right off the floor of water tower Mall. That gentleman I continued to nurture the relationship with him over time. I've even till the time I left Chicago, 17 years, 18 years I, I known this guy, I can't tell you how many people he's referred me to over the course of time, he's had me over his house for dinner, all of that different stuff. This entire business is based upon relationships. You guys, it's not based upon lead generation, it's not based upon that auto responder you don't know how to use. It's not based upon the AI technology that the Guru's are pumping down your damn throats right now that you're never going to learn how to use what it is going to be based off. And what it always has, since the dinosaurs ruled the earth has been based upon relationships because 88% of people close with the first agent they meet with. And if you do all the stats, you can look up and see where people choose their agents from it's not any of the places I mentioned, it comes from people they know you personally met, or that you're referred to. And that's where over 80% of business comes from each and every year. So to have a guy, how old were you when you came over? I mean, I still have a 29 year old dude, come over to the States probably has stars in his eyes, like holy shit, this is great. Probably like a kid in a candy store, like you said, and you just didn't know anybody, but you focus on building relationships. And, folks, that's what the business is. If you're sitting here, trying to think that you're in sales.You're in the wrong damn business. In my opinion, I don't believe we saw I don't think you can sell anyone anything without first having a relationship. So there's a good book that demonstrates this. It was called cocktails, the name of it. It was written by the dude that sold the most used cars in one year. And his name is Joe Girardi I believe. I'm blanking on what the name of the book is. But the whole point of this book was this guy sold like 346 Used Cars in one year. Okay, this wasn't a condo building where you get 346 listings with one developer, he did individual likes. So it's not like he had a bulk sale, he did individual car sales one at a time. And how he did it was he came up with this thing he calls Gerards rule of 250. And he goes, every single person knows 250 people that they can refer you to every person does. So he goes when I this is like the Centerstone of our philosophy today's like he goes when I sold someone a car, I didn't spike the football. When I sold him the car, I spiked the football and I got the third or fourth or fifth referral from them. Because once he sold him the car, he instantly went, Hey, if this person can refer me their friends and family, this is a used car salesman guys. Okay, we're talking about selling real estate, the biggest investment ever, this guy's did the same concept with used cars is this guy, if I could get into there, people have 250 people, and then they could introduce me into the 250 people. And that's how this guy rolled. He just kept leveraging relationship off relationship, a relationship or relationship? Because you know, how many times do you get turned down on a referral when you go to a listing presentation? Never? How many times you get turned down? When you go up? And you get a cold call, like, Hey, I've got this lead, I'm gonna go over, you know who the hell it is? They're interviewing five other agents? Well,it's just it's a different, it's a completely different proposition. And it's, it's a different process as well. And it never seems to go as well. Even if you get the listing, which you don't always get obviously. And because it's a it's a completely different set of parameters you're working to. So yeah, like, you hit the nail on the head, it's, I'll tell you what, there was a period for about six months in 2017, where a lender and I partner together because a lender was like, we need to, you know, we need we could grow exponentially, and we wanted to do, we bought leads, and had a team like five agents that were cold calling and calling and calling and calling and calling and I was miserable. It was just so authentic to who I am as a person. And like, we got rid of it. And I sat the team down, I said, I'm gonna teach you how to grow, how to grow by repeat and referral business. And I'm going to teach you how to develop relationships. And we teach how to be authentic, and we teach you ultimately how to provide more value than you're ever going to receive and payment. And, you know, talking about books, the, the the one, the one book that changed my life was the Go Giver. And that just taught me all about it's, it's about providing value before you ever ask for anything in return ever. And you've got to provide way more value than you expect in return. So that was just something that, you know, I was given in my first year in real estate as well. And it just hit home to me it just was like, it was just like, it was like I was looking in the mirror reading this book. And I think the big thing Yeah, you look not everybody has, you know, an outgoing personality. There are introverts out there that succeed in real estate but they maybe do it differently but for me, my personality is is extroverted. So it's very much you know, high energy, high Passion, people see that I can care because of where my heart lies. Leave it I'm very transparent. So that's just the stick who I am. And that's how I mesh well with and that's where we would get really good results. So let's go backto the let's get out of real estate for a second, let's go back to the phone sales. Like you knew this, this is not a real estate thing you guys this is any business, any referral business, anything that you're self employed or and then you're in charge of and you're the brand or you're in charge of going out there and getting direct sales like referrals is where it's always at. How did you like us? So you when you would go on your phone sales, the same thing as what I'm talking about with the used car salesman? You would focus not necessarily on the sale, but on the relationship?Well, yeah, I so like, how do youprobably have, you probably have a system in your head that you're like, Alright, here's how I build relationships where you like, Alright, first thing I do is I make them laugh. Second thing I do is I do this, like you probably have something that you It's you guys, it's like dating,it's, it's more about finding common ground. Because we would go in our office with these little cubicles, and we'd sit in, and I would hear the guys that had been doing it forever, like 30 years selling Yellow Page ads, right. And they were, they were polished and I put it near quotations and I would hear them on the phone talking to prospects. I'm like, What the fuck? Like, honestly, this biggest chill cheeseball bullshit I've ever heard. And like, how can you it's like, so scripted. Yeah. And it was just like, so sleazy. And unlike, I just, it just wasn't me. And the thing is, it was all about just being authentic to who I am. Like, you get what you see with me. And yeah, I'm there, I'm always thinking about how I can help people. And that was the big thing for me as my my internal cues were when I was listening to people, it was always I was looking for something, I was listening to an opportunity where I could make an impact in their life, make their life better by introducing them to somebody or something that was going to help them in their journey. And these are the conversations that I love to have. Because I want to surround myself with people that want to achieve the ones that are high achievers that want to make a difference in the world. And I like as this like young kid from Scotland coming over and having these clients when I was selling these 2030 $40,000 condos, I was always looking, I was always, you know, sending a little handwritten note every time I met somebody and just build and build and build in. And that that was that was something within me. And when I when I hear kids nowadays get into real estate, and they're, you know, the Instagram kids that are grown up in real estate know that want the private jet and the Ferrari before they've even sold a home. Yes. And you know, I get the I get a lot of people calling me and asking to meet me just to they're going to get in real estate. And you know, I won't help people, but I'm selective. And I tell them, I say the word of advice, the advice I give to you is, for the next three years, you're going to work seven days a week, you're going to work 80 to 90 hour, hours a week. And if you're still in real estate, after those two to three years, come back and talk to me, because I guarantee you'll probably give up after the first three to six months, because it's too hard or you're not good enough business. And you've got like I'm a firm believer, Mike, that you got to earn your stripes, you just don't get like I've never had anything handed to me. And it's just the way I am. It's like if you don't earn your stripes, you're never going to understand what the what the roadmap is like and what the struggle is. And, and you can't look back on that and have perspective. Because I'll tell you right now, when I started in real estate, me and I had, you know, nothing. And it was like, I can remember multiple times over that first two years, hoping and praying a closing was going to happen. So I could get that extra three or $400 to pay our mortgage. And it was like, that's given me a perspective. You know, I can look back on that and say, there was a grind, and there was their stripes. And like I just think, you know, I know we're going kind of off on a tangent here but there's just been a loss of that. You know, you know everything everything wants to come too easy.Well the you said it earlier to you said I failed forward essentially. You don't the best like I look at I take your perspective too. I've gone through a transformation the last 567 years myself bankrupt when here but they're all that you know went up and went down from you know, I've been there done that. But truthfully, guys is you can't unless you like learn lessons. The hard painful way you don't actually learn them is what I found out and there's something great about being humbled and coming from very humble beginnings because it is how you you'll look back. I do Do believe that, you know, I used to read these books all the time. And you always read the books about the millionaire, right? And he's just successful. But if every single one of the books has the same story, if you guys ever really pay attention, someone goes out and does really well, then they lose it all. And then they build their ship back up, right? It never fails. And it's because you'll make mistakes. If this business isn't too easy. The truth is like you have to you have to fail. I believe that to you, if you don't get burned. You never learn. And it's made me personally with everything. I've gone through way better person, way better businessman. I know what to look out for. But in this business, you need to suffer through that. It's just how it is because you're right. It just won't. You'll never learn and if you never learn, you'll never be able to do it. So I same thing. First Three Years, I didn't have a life. Yeah, I just sat there and work. I was crying. I was like, What the hell am I gonna survive? Like, just like a little kid stuck in the city? Like, what the hell am I gonna do? Yeah, but you just have to hustle. And it's same story, dude. It's like directly the exact same story. It just went through building relationships, building relationships.And I can remember, but my daughter was, you know, I've got a 12 year old and a 10 year old, no, but my daughter who's 12, she was six months when I got in real estate. And you know, when she was one, between one and two years old, she would pick my cell phone up and be like, Dad, dad, because that's all she knew, that she just she she grew up, I grew up with me just being on if she saw me, I was on my phone. And, you know, I look back on that time. And then I miss a lot of time with it when when the kids were little, yes. But do you know what they now have is they have an unbelievable understanding of work ethic and how how, you know, hard to work with things and things don't just come to you. And, you know, I think that that's where I'm at, in my real estate career is now is, is trading dollars for time, because, you know, I do want to, you know, my my philosophy, Mike is you get one shot at this, this isn't a dress rehearsal, you got to go out and knock it out of the park in all facets of your life. And, you know, number one, the most important thing to me is my family and my kids. And if I'm, if I'm not putting a lot of time and energy and resources into them, and I'm feeling there's a.so Ultimately, that's the goal. And I've been lucky enough to use real estate as that vehicle. You know, to get there and to get to a point where, you know, I'm able to trade the doors for time.So the one of the when I worked in my first job, because you're like this, the girl, the gal girl, she's from England, or she's from Ireland. Before we got on the show here, I'm like, oh, that Irish kilt on your brand. He's like, I'm not Irish. I'm Scottish guys. Like, oops, sorry, my bad gotta keep it in mind. But the but the your accents the same. And her name was Andrea. Andrea was a top salesperson. They're much like you very similar story she must have. She was only in the States for a few years. But she was a top salesperson there. And when she used to use use her accent to her advantage, because it's adorable. Like she's like, Oh, how are you doing? Like, you know how you're doing it. Now people probably say it all time. I love your accent love your accent. But she use it to her advantage because she knew that's what made her different. Right? And I look back at it and mindset or and I look back and look at that. That's how she she crushed it on the floor. Like she would just crush it. You pick up a client every time she was out there. So you know, but she embraced her authenticity, she embraced her personality. I'm sure for someone coming over here. You might be a little insecure about your accent maybe. Right? Or maybe not. Maybe Maybe you got too many women that just started putting themselves out there dreamy over here. But a funnycouple of things. When I go back to Scotland, my friends give me so much shit because they think they see I've got an American accent now. So it's changed dramatically. And I'll tell you why. Because I was never insecure about my accent. But I had, I had been given a referral in my first year in real estate and I picked up the phone and called them and the wife was on the phone with me. And after about 30 seconds she said stop. This is not going to work you in because I can't understand a word you're seeing. And I caught like offended. I was like, Do you know what I said? I said I'm speaking English. Like I'm not I'm speaking the same language. And it's funny because they're great clients to this day. They were one of my first clients and we joke about every time I see them I'm say I say Can you understand me now? But it of course it is it's an icebreaker with anybody because they're they're, you know, they're interested. We have questions like query formance. It's a query from an Ireland and I'm like, well I'm not from Ireland from Scotland and of course I use it to my advantage but it It's it's it's something that, you know, I thought was going to be a hindrance rather than a help when I first started in real estate but no, I've definitely been.We deal with this all the time with video, we'll create content for people and the big oh my god, I look stupid. I'm too fat. I'm this I'm that. And like, folks, get over yourself, like, no one cares about that stuff except yourself and like, and people can see it when you're faking it too. So regardless of what it is, yes, be yourself. Like, that's how video works. If you try to do it too scripted, or you try to do it too polished or too perfect. It doesn't it doesn't do too well. Right? Yeah. So you got to you got to take the stuff in. Alright, so tell me how you're doing it. Now. Let's fast forward to today. You're running basically all referral based? Are you doing any type of lead generation or anything like that?No, no, any. Like, I'm not buying any leads. There's no, you know, Zillow or anything like that. I'll tell you, the thing is that the struggle for me, Mike over the years has been to recruit and retain good people. And I think that's one of the things that, you know, I think the majority of people that get the real estate license, just have this, you know, imaginary outlook on things, everything's just gonna be driving around showing these million dollar homes and making big fat checks. Well, that's not reality. And the other reality is, I have no business acumen or experience. And we're thrown in to become business owners, basically, when we get our real estate license, and we have no experience on that we don't know how to hire, we don't know how to, you know, retain people, we don't know how to recruit. We don't know how to run a p&l, I didn't even know what the hell a p&l was when I got my real estate license. And that in that caused trouble in the early days, because I didn't know how to save for tax or anything. But I think the big thing for me is, the word of advice is get if you're getting into real estate, or you're struggling in real estate, then get with somebody that knows how to do it and actually treat it like a business, not treat it like a hobby, not treat it like you know, you're just selling a lot of real estate, but you don't know what you're doing after that. Run it as a business. And the where I'm at right now is I've had agents come and go with me over the years, like lots of agents, I've never been able to really retain them. And I've not known really how to recruit properly, and also hire great admins or great operations directors or whatever like that. But now I've kind of I'm getting there, I'm still I'm still not where I want to be. But we've got I've got another agent that works with me full time. I've got director operations who we hired in January, which has been fantastic, because I realized I didn't need an it wasn't an assistant that I needed. It was more operations, just to run the show. Then we have a transaction coordinator and we're about to hire on for marketing because I my previous marketing girl just, it's just having her second baby. So we're looking for that. But I'm trying to get the foundation, really solid and then recruit some more agents, nothing crazy because I don't I don't want to be a babysitter because you know, there's other things I want to do in life. But yeah, that's where we're at right now. And our goal this year, which we're on our way to doing is 100 sales and 100 million volume. So that's kind of where we're, that's where we're talking towardscongrats and that's not a big team that's nice and lean and mean but you're doing a lot of times I see a lot of like, I'll be honest, you guys I used to have a brokerage I used to have a team. And the bigger the team, the bigger the brokerage i for brokerages, I had up to 70 agents, I had 68 headaches. When I had a team of 27 people I had 24 headaches. So team leaders don't have production sense sometimes lean and mean is the way to go. Don't let your ego float you all the way to headache Ville. So it's like we both been down that path. Yeah, but dude, this is really great. Let's get this all wrapped up. What I here's what I get out of this, you guys. You hear it from me every week. I didn't know we're gonna talk about when we got on here. We're like, let's just roll with it. And record Yeah, but it came down like you see a guy like you and super successful is gonna do 100 deals this year. But he's gonna do it off of relationships. And I have yet to meet someone in this business, even the lead generating people, because they'll pay for those relationships, but they still have to be good at building them even if your lead gen, because you won't get the client until they start building trust, which is only happens when you have relationship. So focus on that, folks, if you guys heard some of the stuff he had, if you're just starting out that first couple years in the business, it's not a walk in the park. This is a business this isn't a job. And that's why there's an 87% failure rate in real estate industry is HGTV makes it look really fun on the outside but what you get when you start off, man, this is a grind. You're starting a business any new business is a grind guys, it's not the real estate business. You're an entrepreneur and every business is a grind but I agree with con Hoadley that'sthe thing Mike is you there's no better place to be able to do it. That's what I keep going back to building a business, there's no better place to be able to do it. Because we are afforded the most incredible opportunity. Like, in America, whatever the hell you want to do, you can do it. And like, it's not easy. It's not going to be a walk in the park. But you can do it, and surround yourself with great people, people that you can look up to, but the understand it's about, as you said, about the value of relationships, and always looking at more value in every relationship that you have every single you know, back to just the basics a been with your wife, like, you know that that's what I've learned about learn that there's, there's no hair like it, Mike, and I know you get this and all you preach that but yeah, we're lucky to have the opportunities that we dohave it, folks, if any of you guys in the Denver area or you want to maybe you just say you're looking for somebody, you need some more agentslike definitely we could do with at least a couple right now. So yeah, I would love you know, if anybody has any questions just reach out to me or wants to in Denver that wants to sit down and get lunch or have a coffee. Like, you know, i The other thing, my real estate's given me everything, everything I have in life, every opportunity that my family have has come from real estate. So I want to give back as much as I can, you know,why don't you tell them how they can reach you and we'll get this rep.Yeah, so best way to reach me is cell is 303619 4400. An email is my first name un. Graham, my last name group denver.com.Love it, man. Great to see you in person. Okay, now that events are back we see you at one of these. I'll be I'll be out to San Diego soon. Awesome. And folks, thank you for listening another episode of real estate marketing dude, if you don't know what we do yet we help you nurture those relationships, build more relationships by putting your videos in front of those very people so that you build a personal brand that people know like trust and more importantly refer and return to when they need to buy or sell real estate or get a loan whether your mortgage broker So visit our website at real estate market to do.com. Just visit it just once Just once I can follow you around over the internet until we get a call until we start scheduling and until you start getting on video. It's very hard to build a brand without creating content. If two options, create a lot of content, nurture people with it or you make a whole lot of phone calls to people you already know just keep taking them out to dinner every other week. You have two options which one you want to do. I like the other. So appreciate you guys listening to other episode check out our channels, Facebook IG, and YouTube make sure you subscribe and we'll see you guys in next week's episode push. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with a dude and get you rolling into your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

I always tell people you've got to be consistent. It's not just consistent in the videos you create or the content you create, but it's consistent in everything you do in life. Consistency is when you get results. I want to first start off by just apologizing to you guys, because I broke my own rule. And if you are an avid listener of the show, you realize that I haven't published in two or three weeks out of the last five. I've never done that throughout the history of the show. I totally regretted it, but I'll be honest with you, I got a little burnt out. I didn't have enough time to go out there and create the show, I had a guest cancel and I should have went out and created it. But consistency is what's gotten the show to be what it is. I made a mistake. I realized something I was doing wrong in my own business and I broke my own golden rule. I had to come back, hit myself in the head and start being brilliant at the basics. What we're going to be chatting about today is the importance of consistency. I'm going to go through and show you guys on how I broke my own rule relating to consistency and why it's important. Three Things You’ll Learn in This EpisodeThe power of consistencyStep by step how to get started (or re-started) on being consistentHow to stand out from your competitorsResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 to their episode of the real estate marketinggoad podcast, folks, what we're going to be chatting about today is it's just me, me and you, one on one, I made a mistake. And I had, I realized something I was doing wrong in my own business. And I broke my own golden rule. And I had to come back, hit myself in the head and go back and start being brilliant at the basics, excuse me. And what we're going to be chatting about today is the importance of consistency. So what we're going to start versus I'm going to go through and show you guys on how I broke my own rule. For those you guys that know me, I always tell people, you got to be consistent, you've got to be consistent. It's not just consistent in the videos you create or the content you create. But it's consistent in everything you do in life consistency, is when you get results. If I wanted to, I'll give you a perfect example. So I probably lost about 10 to 15 pounds in the last two months give or take. And the only reason was is because I was being consistent in my diet. I was being consistent with the peloton was a however you say it. And I was always just kept showing on up. And no matter when you're building a brand, it really does require the exact same thing. And I want to first start off by just apologizing to you guys, because I broke my own rule. And if you are an avid listener of the show, you realize that I haven't published in two, I think actually went two or three weeks out of the last five, I've missed a show. I've never done that throughout the history of the show. And although I was just I totally regretted it, I just you know, I'll be honest with you, I got a little burnt out, I didn't have enough time to go out there and create the show I had a guest cancel and I should have went out and created it. But consistency is what's gotten the show to be what it is. In January of this year, we surpassed over 1 million downloads on this show on this podcast. Thank you guys for your reviews your comments, and you just started sharing the word and how we got there was through being consistent. See, I started the podcast in 2014. And it was zero audience zero anything but what I kept doing was showing up and publishing one a week no matter what. I never skipped a beat. I didn't run ads to this podcast. Once I didn't sit there and promote the podcast, I sort of talked about it nonchalantly. But it's not like we're running traffic here or anything like that. What we do is we share valuable content to all of you guys, people, investors, real estate agents, mortgage brokers in all the above. And because we keep consistently sharing these dis podcast, this is a form of media that has helped develop the real estate marketing dude brand. As a matter of fact, I would even go out on a limb and say if I didn't create this podcast in 2014, I would be a dead man standing right now. Because this podcast alone is responsible for much of our client generation from real estate marketing dudes video services. So you would think naturally that I'd be motivated to never miss a beat being that I attribute so much of our success to this podcast. But the truth is, is that look, life gets in the way. And everything we're doing is content. So I'm going to call myself out on this podcast. And we're going to make fun of myself today. And we're going to talk about how I broke all the rules and the results it had to my business. And it is no differently than when you're out there creating content and you forget to do something, and you just don't end up doing it at all. So I want to give you several different examples because my website traffic over the last three weeks has dropped significantly. Now the reason for that is because I wasn't publishing consistently. And the truth is, I'm probably gonna lose a couple of subscribers, I'm probably going to lose a couple of followers, because when you're creating a brand consistent communication to the same audience, over time is how you do it. So we're gonna go step by step, I'm gonna show you how this podcast through consistency work. I'm gonna show you how video through consistency works. But nothing works unless you're consistent. So do not ever do what I just did, by not publishing a couple of weeks in a row because that's the worst thing you can do for your business. And there is more than enough time in the day to find it and get this type of content created. So let's talk about why consistency is so important. And when we're building a brand, whether you're doing it on video, or you're doing a podcast like this, it's all about creating content, right? This podcast is a form of audio content I no longer publish the videos on so Social media and Facebook and all that, although I probably should, but we got too busy. But I am still trying to be as consistent, I promise you, I won't miss another episode. But every Saturday we publish this content. Now, as a result of that, because we're consistently adding value, it's people, I remain on top of mind. You know, when when you're creating content with video, you're putting your face in front of people. And that's the difference between a podcast and a video series.If I'm in the real estate business, I am not starting a podcast, the only reason I have a podcast is because we can serve nationally real estate agents, lenders, and all all these other people and people were teaching and sharing tactical attraction, marketing tips, video marketing tips, all kinds of tips that people would want to listen to. However, if I was a real estate agent or a lender in a local market, it's gonna be very hard to develop a content strategy just in the form of a podcast, which is just audio, and actually have a lot of success with it. You have to remember that, you know, you guys are the brand. Ultimately, as long as you're in control of your own business, you're not working a job, you're running a business. And how you run a business is you have to always be promoting that business. And that's what content creation really does. See, when you're creating content, you're doing it consistently, you're not doing it for lead generation, but you are doing it for attention generation. And I still believe that real estate is one giant, popularity contest, because the vast majority of business comes from people that we already know, not from complete strangers. However, if we're out of sight, if we're out of mind, guess what? We might get cheated on that weekend. So I want to ask you guys a question. And I want to ask you, how do you? How do people remember that you're in the business, whatever the trade is? And I don't want you to say, Oh, everybody already knows I'm in business. Because my next follow up question, I'm asking me, Okay, how many people have cheated on you, with another real estate agent or lender in the past 12 months? And the answer is, for most people is going to be quite a few. We have to remember that it's not your databases job or your community's job to send you business, but it is your job to remind them to send you business. And that alone should motivate you with being consistent in whatever type of content creation you're doing. In content creation today is absolutely necessary, regardless of what business you're in. Look at from this point of view. We're all selling the same stuff. I did a video the other day at an event and I was asking people, Hey, what's the difference between you? And your competition? So if you're a real estate agent, what's the difference between you and your nearest competitor? And nine times out of 10? I get the exact same answer. The exact same answer is, well, I, I care about my clients. Well, no shit, you have a fiduciary duty to Him, you have to care about them. Otherwise, you're in violation of that, like caring about your clients is expected. I hear all the time people say, Hey, Mike, I have a great, I have great service, I picked up the phone. Well, no shit, isn't that your job? You see people don't, that's not a selling point, that's not a unique selling proposition that you're going to do a good job, or that you care. That's called something that you should have naturally, right? And I hear this all the time. And it's crazy to me that people can't differentiate what the hell they're selling. And the truth is that we all have access to the MLS. So we are selling the same stuff, we have access to the same properties, or the same loans as any other person out there. So what really makes us different from one person to the next? What is it that gets people to pick us or me over anybody else? Why would you guys want to hire me the real estate marketing due to do all your video content creation, versus hire a videographer or someone local? Or some other company like viral marketing? For example? What's the difference? Well, the difference is, is that people hire me because they personally like me. They personally trust me, they personally feel connected to me that we would relate. I've never once done business with anyone that has not liked me before. But how do they even know who the hell I am? If I don't know who they are? Well, I do that through content creation. Those of you who have been listened to the show, and trust me, guys, I get a lot of people like Mike, you swear to Butch and I don't swear as much as I have, okay, calming down, I'm getting older and get a little bit more mature. But it's just who I am at the end of the day, and I've embraced my brand. And I recognize that that's just the way God made me, Okay, I am who I am. And I'm not going to change for anybody. I'm gonna shoot from the hip. I'm gonna do it, how I do it. And some people might like that some people might not. But when you're in the business of content, creation, the authenticity of your brand, and also being consistent with it is the key to making it work. See, I'm not creating this podcast right now to because I feel like going out and creating this podcast right now. I'm creating this podcast right now because I know I have to publish a video or podcast this week, and it's going out and you guys are gonna listen to it. Okay, but I'm also Creating that podcast because I know a certain percentage of people who listen to it will schedule a demo with me in the following week to see how we work. So the question I have for you is, what are you doing that's consistent in your business thatkeeps you at the forefront? What makes somebody actually send you business and the importance of consistency is not to sit here and teach and preach it to you. But it's because you don't know when the next deal is going to come. You can't control the conversations that are being had by the people, you know, what you can control is how many of them actually know who the hell you are and what you do when the term real estate or lending is brought to mind. And that's why consistency is so important. So we all know the, you know, the story of the we heard this since we were kids, right? The story of the tortoise versus the hare. And who won the race. The tortoise won the race, even though he was much slower. He wasn't as fast he didn't take any shortcuts, he just kept on trucking along at the same pace remained consistent throughout the race. And the consistency actually earned him the win of that race. So when you're out there, creating content, and you're trying to build your brand by you only do it by being consistent. Because when people see you keep popping up each and every week, or each and every month and you do it consistently well guess what? People start to remember who the hell you are. Now, I want to play this out. And this is usually when people understand this. And we all know what the concept of direct mail farming is right? Direct Mail farming. This has been a real estate marketing strategy, since the dinosaurs ruled the earth. And real estate was first created back in the Garden of Eden with back in Genesis, right. So the you know, the farming strategy, how it works is you would typically, you know, you're a real estate agent, you pick a neighborhood, usually it's your own neighborhood or neighborhood you're trying to form and you pick 400 doors, 500 doors, and guess what, you send them a postcard once a month, right? You go out and you send them a postcard once a month, and then you sign up and you're like, this is a long term thing, right? You send someone a postcard just one postcard and never send him another postcard, guess what, it's not going to work, you're not going to make any money, it's not gonna be a return on investment. But people who farm will tell you that after 12 months, as long as they're doing it consistently, the first year farming might lead to like one to two listings, maybe three. The second year farming ends up being three to five, the third year farming, the same neighbor ends up being seven plus. And it's usually after three years that people start to see results from their farming efforts. And the question is, is why is that? Well, it's because each and every month, you've shown up on their doorstep. And with direct mail, 100% of people are going to receive it now whether they pick up that postcard and throw it in the trash. Who cares, they still acknowledge that you existed. And if you told me 36 times over three years, once a month, with a hard piece of marketing in the form of a postcard? Well, I would automatically probably I'm more likely to assume that the person that is sending me those postcards is that, quote unquote, neighborhood Pro. Now, if I were to go into month 14, of the same campaign, and let's just say oh, I want to go on vacation, because I gotta take my kids, get him to Mexico. And you know, I'm going to take two months off or three months off this campaign. Well, guess what, you just fucked up the whole thing. Because you weren't consistent. Right? I can't go 13 months a postcard take off for months and then restart up and expect the same results. I need to be the tortoise and I need to go the entire way through. And that's how I see the results. Now, folks, this is with direct mail. And yes, it does still work, but it's going to take a lot of time. And direct mail is the most expensive form of media that you'll get but is highly effective. And what happens in real estate, when you're going after a direct mail farm, who you're really marketing to are people you don't know. Well, in real estate, you can't get referrals from people you don't know if you ever referred anyone anything that you haven't visited or experienced yourself. Hell no, you have it. Have you ever referred anyone? Anything that you don't know personally? No, you haven't. You can only refer things you personally know like or trust. But it's impossible to be referred when you're not even thought about. So, I want you to think into the psychology of being consistent with your brand and constantly appearing because it is the exact same thing when you're direct mail farming. Now, let's switch over to video and show you how this works.For a local business. None of this stuff that I like to share with people is ever based off of theory I like to base everything I do off of mathematics. I like to see a return on investment. And the reason why marketing your database with video has worked with every single freaking person I've ever done it with over the last 15 years of my life, it's a lot of people guys, is because each and every one of us has a database or a network of people that know like trust and love us. And the truth is that those people are the largest referral sources of our business. But quite often we're too scared to convert with or converse with them, and remind them how we do business, which means it makes it impossible for them to refer us business. When you're building a brand, with video, the reason why I'd rather keep my content in front of people I know versus strangers is because strangers don't refer you business. But people you know, do. And 100% of the people that you know, this year, this is 100% of the people that are on your Facebook feed 100% of people that follow you on Instagram 100% of the emails you have 100% of the people you walk across in the grocery store, or you see when you drop your kids off at school, know someone over the next 12 months if they can refer you to everyone knows someone they can refer you to. But you have to remain top of mind you have to be referral in order to get that business, right. So what happens when you stop creating your content? Well, the same thing happens when I just stopped doing my podcast. My demos were down. Do you think that was a coincidence? No. I've been doing this for seven years, I could tell you exactly when my demos go up. And I fucked up. I messed up. I didn't publish the podcast for two months, that's probably going to cost me you know, three to $1,000. And opportunity maybe? Who knows? I'll never know. But it's because I broke the golden rule of consistency. So when you're consistent, folks, people don't let me get ours. Let me put it this way. People don't remember. And if you think everyone knows your real estate agent or a lender, you're sadly mistaken, I used to think the same thing. The truth is, is that you're not that cool, people don't think about you 24/7. And the same way you don't know what half of your friends do for work is the same reason how they don't know what you do for work unless you constantly remind them. I can't tell you how many agents I come across when we work with that fail to just remind everyone in their network, their social feeds that aren't consistent with marketing or branding. And then they wonder why they're not getting the results. Folks, this business is a giant popularity contest. And the key to it is consistency. I can't say this about every other business. But I can tell you that in real estate, everyone who is consistent when it comes to content creation, or anything in life always does well. So let's play this out. And let's see how it works. If I have a video email list of 200 people, okay, and I say video email, because I video, email, everything. I don't write text based emails to nurturing campaigns anymore, I always send a video with the vast vast majority of them. If you guys are on my email list, you'll see that if you want to see the videos on email list, just go to my website, sign up for our one of our things, and there'll be on that email list and you'll see exactly how we do it. But if I'm, if I'm an agent, I want to send out two videos a month, in 12 months, that will be 24 videos 24 pieces of content sent over to the two to 300 people that I know or invite to my wedding or funeral. Will you do more business? Well, mathematically, out of the 200 people that are receiving those messages, only about 40% of them are gonna open it. So let's dwindle that down to roughly about 80 people that are seeing your content consistently each and every time. Now, no one's gonna get 100% reach on email, but it's got it's a numbers game. So of those 80 people, eight to 12 of them will be moving. But all 80 of them have a referral for me. And when we're building a brand based upon consistency and content creation, and that's how we're doing it. Well, you have to be everywhere all the time, because you don't know when the next referral opportunities coming. And I'm not sending people on this email, list my content to sell them a house I'm selling, I'm sending them the people my email is content, to remind them that they can introduce me to their friends and family. And then as a result of that, I might get some direct business for the people that are also moving because it is also true that 10 to 15% of the people that see your content will be moving each and every year and 100% of them have a referral for you. So what I'm getting at folks is this is a numbers game. Now that's just email. That's just one channel. Now let's take that same concept and apply it to Facebook. You might have I see agents have let's just say you have 1000 friends on Facebook, okay, well, not all 1000 of them are going to see your content, probably only about 150 280 of them will see your content organically.That means you're missing 80% plus of your potential referral sources are business. So the more active you are in social the more you're seen, the more results you get. Have you ever noticed an agent or lender that's super active on some Should that doesn't do business? I haven't. There's nothing crazy, they're doing like some of the agents, Oh, I get a ton of business from Facebook. Well, they're also always posting on Facebook, they're being consistent on Facebook or Instagram or Tiktok, whatever they may be into. See, consistency is what leads to that. Because when somebody's thinking about either A, making a move themselves getting a loan or getting a mortgage or refinance, or they're having a conversation, or let's say they're, they're doing it themselves, well over 80% of people are gonna close with the first person they meet with the first person they meet with is always or there's a direct correlation with it happens to be the first person they call, the first person they call is the first person they think of, which is where consistency is so important, because if you're not the first person people think of when they think of real estate, or mortgage or whatever business you're in, it's impossible to get a referral from them, isn't it? See what a furl happens, which is, the reason why I'm talking about referrals, guys is that the vast majority of business, over 80% of our business comes from referrals, repeat clients, or people we already know or that we personally meet. That's a mathematical fact, that's over 80% of business comes from those sources, doesn't come from strangers. It doesn't come from Zillow doesn't come from autoresponders, or tech, or websites or any of that. This is a relationship based business, which tells me that the number one thing and the number one goal for any of my agents for anyone I work with is I want to make sure every single person in the world knows who the hell you are, and more importantly, what you do. But the only way I can make that happen is when you're everywhere all the time, and you're consistent. So back to social, if you have 24 pieces of content to month, over 12 months, how many people how many views is that create if you're doing videos, now divide the views 10 to 15% of people who saw it will be moving this year 100% of people have a referral for you. Now you take that same concept, you apply it to Instagram, you apply it to LinkedIn, wherever else your social profiles are at, because when you're creating content, you also must distribute it just like you must distribute your postcards. When you're farming a neighborhood, you can't just print them out and send them out. It's no differently with video creation, you can just create the video and then that distributor promote it. Number one mistake I see all the time. Oh, I did this video, but I'm getting results we'll do that's because you put it on your business page and the business page only put sends out to 3% of the 100 likes you got folks. Content Creation works for everyone, but especially in real estate, because you're the brand. You see, I'm creating this content, teaching you a lesson that I messed up on. Okay, and I hope you get a lot out of it. Because I won't let this lesson happen to me again. But the next time you log on to Facebook or social or you're at a dinner and you sort of hear oh, they used another agent or lender. It's not their fault that they're not addict or not mean they don't they're not bad people. You're a bad marketer. It's not their job to remember what you do, it's your job to remind them. And the only way that happens is to remain consistent each and every month. So that you don't just do what I just did. Right? You don't want to miss a podcast, you don't want to miss an episode because truthfully, you never know when the next referral or direct business opportunity has. But what I do know is that when I'm consistent, I increase my chances of my name being brought into a conversation or being thought of first and that's why I attract. So when people ask me, Hey, I want to run an attraction based business, I always tell them, it's very simple, be consistent. If it's not on video, then you gotta be consistent in some other way on social, but it's got to be consistent visually. What people say is more powerful than what they hear. Or what people see. I mean, it's more powerful than sometimes what they hear. When it comes to me if you think about how videos interacted is that the majority of video is, you could see me, you could read my body language, you can see my todo and you, I'm using it right here.And that's what makes it impactful. So folks, don't overthink the model with creating content and doing it but whatever you're gonna do in your business, there's advertising and there's marketing. When I'm talking about today's marketing, I'm not talking about prospecting, cold calling or any of that. But even if you are going after those sources for business, you still have to be consistent, don't you? I can't just call five people day, I need to call 10 people a day for 20 days in a row. And if I discipline myself to do that, of course I would get some results. I can't just go knock on one door sporadically throughout the month, I need to knock on 50 doors a day and create a system to do it. Well. If you want to build your brand and run an attraction based business, you have to do the same thing. You can't create content sporadically. You have to do it consistently. And as long as you're consistent. You'll win that race just like the tortoise did. I really hope you guys got something out of this video today because any additional questions please feel free to reach out to me I'd love to help you build your brand, stay consistent and not do what I did. We script at it and distribute videos for people all over the country and we could handle yours as well. And if you need help with being you know getting on camera being consistent on video, take our coaching hires for our services or visit our website and start consuming more of this content and I will never let another podcast week go where I don't show up and break my own rule. Appreciate you guys have a good one. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

I usually hate discussing business, but when there is something newsworthy that affects everybody in the world, whether they're buying or selling, or they own a piece of property, like the topic of inflation then we gotta talk about it. This is the opportunity that you have to brag about real estate. This is when you bring it from the soapbox, because right now, no one's talking about inflation. I don't see one real estate agent out there talking about inflation right now. Why would we be talking about inflation? Well, it fucks up everything. So what I hope to do today is give you guys a bunch of different ways to create content, based upon what we're going to talk about in terms of inflation.To bring this conversation to life we've brought on Mr. Shawn Richard. He's out of the DFW market. He works with guaranteed rate. He's a lender. He's been doing this for a long time. I want you guys to listen to what he says grab a pen. Then we also have, from Scottsdale Arizona, Mr. Brian Cardenas. As a veteran loan officer, Brian has committed himself to listening to his clients and providing them with the financing solution that serve their needs. Three Things You’ll Learn in This EpisodeWhy no one is talking about inflationHow to create content surrounding inflation, but make it interestingWhat inflation will do for your purchasing powerResourcesBrian CardenasShawn RichardReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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. And I first have to go ahead and say, I'm going to apologize for being off the show for two weeks in a row, I sort of broke my golden rule of consistency, but I've been working on a lot of shit behind the scenes. And for those of you that are working with us or anything else, I think you're gonna like it to your benefit. I've been working on my business recently, I hired a coach, and I'm working on different things within my business. And I've been doing a lot of restructuring. So I apologize for missing the last two weeks, I promise you, I won't do it again. But what we're gonna be talking about today is something that's going to be very relevant to the news today. I don't if you guys follow the show, I don't like talking about business. I'm the videos that we create. So like, I hate boring people with video content. However, when there is something newsworthy that affects fucking everybody in the world, whether they're buying or selling, or they own a piece of property, like the topic of inflation that we're experiencing today. This is the opportunity that you have to brag about real estate. This is when you bring it from the soapbox, because you right now, no one's talking about inflation. Nobody's talking about inflation. I don't see one real estate agent out there talking about inflation right now. Why would we be talking about inflation? Well, it fucks up everything. We have interest rates are changing. We've been so spoiled with this market lately, that people think it's always gonna last this way, guess what books I thought the exact same thing in 2006 and 2007. And think the Lord, I switched my business at the time that there's a correction to adapt in the short sales and I had the best few years of my life. I'm not saying the markets gonna crash. But what I am saying is that there is a correction going to take place in the affordability for what people can actually afford in today's market. And if you don't want to admit that we're going to bring on two financial Mortgage Pros, these guys are frickin killers in their market, they understand mortgage and interest rates. And if you're a real estate agent listening to this right now, you need to know this stuff. This is the this is the time to show your expertise and get out there and start talking to people and I don't know much about inflation, I just know that it's a topic people want to talk about. And when there's something newsworthy, you create content on it. So we're going to go out today. And what I hope to do is give you guys a bunch of different ways to create content, based upon what we're going to talk about in terms of inflation. And the truth is there is no right or wrong answer on this. Nobody knows what the future is going to hold. No one knows what's going to happen tomorrow. However, it is you're going to be getting these questions on the daily from your clients. Questions. People are wondering right now, if you go into Google and you type in these terms, this is why I know it's a hot topic. So when you create content, you create content, people search for it now what you think is cool, and when the other day when I went to Google and typed it, the search related results revolving around inflation in real estate were through the roof. That means people are talking about it, which means you have a content creation opportunity. So the problem is what are we gonna talk about? That's what I brought these two studs on. So without further ado, I'm gonna go ahead and introduce them both. We got Mr. Shawn Richard. He's out of the DFW market. He works with guaranteed rate. He's a lender. He's been doing this for a long time. I want you guys to listen to what he says grab a pen. And then we also have from Scottsdale Arizona Mr. Brian Cardenas and I say Cardenas right is our card den. Yes.Depends if you're a white boy. Areyou Hispanic like me? You're like a white Mexican.That's exactly what I am. Yeah, me too. Everyone'slike Cuevas is a qwave asked is your last name say acid it notes Well, boss if you say what do we got a lot to catch up on? Our Anyways, you guys I want you to say Hello, Brian. First. Go ahead, introduce yourself. Tell her where you're at. And then we'll get you on next.Yeah, glad to be on here. Appreciate you bringing us on. I think the criteria you had was find the two most boring guys that knew anything about inflation and bring them on so I think I won that contest was Sean there.This is C we're gonna this is only as boring as you make it. We're gonna make this superduper sexy today. Brian or Sean, go ahead and want you to tell everybody where you're from.Yeah. Hey, Mike, and everybody. Thanks so much for having me on. So yeah, Sean Richard, with children's mortgage team here at guaranteed rate in Colleyville. Texas for those who have no clue where Colleyville Texas is. It's about 10 minutes outside of DFW airport right smack in the middle of the metroplex. So yeah, glad to be here. Talk about inflation. Everything's rising across the board.Yep. So here's where I want to start with is uh, and honestly, like, we as real estate professionals should know this. And honestly, I don't I'm going to be the I've been selling these. You guys. I've been in the business 20 years. I can actually say that I got licensed 2002 I actually be the guy that says that, but I don't understand it. Okay, so if I don't understand it, I know a lot about real estate, I'm assuming that a lot of the people in the show don't fully understand it. So here's what I here's what I think the one question that every real estate agent needs to be able to answer in the country today. And the question is, what will inflation do for my purchasing power? So that's the question, I want to see how you guys answered, let's start with Brian, you go first. And then let's go on Sean?Well, I think there's there's two parts to it that affect your purchasing power is, the first one is we're seeing that this with housing prices, obviously, everyone's seen the ridiculous increase in housing prices over the last couple of years. And that is going to continue probably not at the same rate. But that is going to continue for the next probably three to four years, just based on supply and demand. Everybody knows we've got super low historically low supply and high demand properties. So that's going to drive up one piece of the equation. But the other one that's most directly, in fact, reflected through the inflation is mortgage rates, you know, we've seen mortgage rates jump, almost 2%, really in this year. And the reason that inflation impacts mortgage rates so dramatically is because you have to step back and stop seeing it from the consumer standpoint, you have to look at it as an investment vehicle that Wall Street investors look at it as. So when we make a mortgage to somebody to buy a house, ultimately, that gets packaged up and sold on Wall Street as an investment, just like a bond does. And what those do is those return a fixed rate of return to the investor. Well, if that investor is purchasing a fixed investment, that's going to return him three and a half percent. But now inflation has gone up, and it drives the market rate to 5%. Well, that investment that they made is less valuable to them, it can buy less shit at that rate of return. So basically, what has to happen is mortgage rates have to go up to attract those investors to buy those mortgages that we're making for you to buy your house. So as your rate goes up, now your monthly payment goes up, you know, when you factor in the interest rate on top of the increase in the home prices. Well said. Gotcha.Yeah, that's, that's absolutely right. Brian's got it spot on. And you know, and one of the analogies that I use for consumers, because you know, not not all consumers are super in tune with the market and things like that. So, you know, I relate it to these certificates of deposit at a bank, right? You go into a bank, and you've got the ability to invest in a certificate of deposit and different lengths of certificates of deposit or CDs, you know, three months, six months, 12 months, 18 months. And so essentially, the longer you tie your money up the typically the higher the return on an investment, right? So let's say you put your money into a 12 month certificate of deposit. And six months later, three months later, that 12 months certificate of deposit, the return on that has gone up maybe from three to 4%. Well, are you are you excited about your 3% return when you know that new certificates of positive paying 4%? You know, maybe not as much so. So that's loosely, a good analogy for what's going on with mortgage bonds is like Brian said, the yield on mortgage bonds has to be increased to to meet investor appetite. And so new, higher yielding bonds created and it pushes interest rates higher. And like, like Brian said, you know, has an impact on on monthly payment. Andhere's what I'm so let's just play devil's advocate here. Because if houses are going to continue to rise in price for the next three to four years, and at the same time, the cost to obtain them is also rising. At the same time, the cost of everything else from groceries to gas is also rising. At what point does it come where affordability, I can't afford that next house anymore that I could have afford last through two years ago? And when does that hit the fan? Because I don't see it as a sustainable way to keep going like trust me, I don't want the market to correct or adjust. Nobody does in that sense. But I do believe that we can have everything correlating directly up even with supply and demand because there's going to be a point where somebody says, Hey, dude, I, I can't put down, you know, 10% on this on this house anymore, and pay the extra $900 A month is now costing me. But then on the flip side of this, let's play the other side of devil's advocate guys is there's, well, interest rates are going to go up so it makes sense to buy now and lock in if we know rates are going to go up, because the benefits of homeownership always outweigh and if we think the market is going to continue to appreciate and that might be a smart move. Soon. I mean, there's there's two sides here and I see both arguments and I don't know which ones right. So how do you answer those questions?Well, Mike, I think there's there's a missing element there that a lot of people are just completely overlooking. And maybe Brian can also attest to this as well. But the missing element is, is wages. Right? So what's going on in the labor market right now, we are at, you know, post pandemic lows in unemployment. And so what you have is you have a lot of companies that are having to increase wages to attract employees. And so what wages are increasing. And I think the most recent wage report said that year over year, wages were up 12%. And so if wages are up, 12%, that's going to help the average homebuyer afford a higher mortgage, because you don't spend 100% of your income on a mortgage, typically, you're spending around 25, maybe 30%, you know, maybe upwards of 35%, and your mortgage. And so when you get when you get, say, $1,000, you know, $1,000, raise, let's call it monthly, right? So $12,000 Raise, you got a promotion. So that $1,000 a month, well, if you're only spending 25% of your income on your housing, that means you can afford $250 more per month. And if we break that down into what that means, that means the home price, a higher home price of roughly 30 to $35,000 that you can afford based on that increasing your wages. So I think the wage increases play a role that people are kind of overlooking, yes. The the appreciation in home values, the increase in home values, coupled with the increase in interest rates, is problematic for affordability. But I think that the the the complete omission of wage increases or wage inflation makes it look a lot worse than it may be actuallyis interesting I didn't know about and I you know, I have a gas here in San Diego's 619 As of today. Right? So what that means $105 to fill up your gas tank. So like even our employees here in the office are asking to work more from home because of that, you know, and there's going to be some companies, though that can't afford to increase wages, I get the big corpse but there is going to be some that can small businesses like ours can't afford just to instantly increase our wages overnight. And that's what I'm that's why it's just so interesting to me, what's what's going to be happening, but very well said understood.I think one of the things did it just add to what Shawn was saying he's he's totally right. People don't think about that in terms of the math equation, you know, can you afford a house, but we've definitely seen on the lower end of the market, where people have been priced out of being able to afford purchasing a home. And so it's a real thing that's happening right now, at least in my marketplace. And I think probably a lot of other marketplaces, kind of the the mid mid range move up buyer and higher end, that's not being affected quite yet, because they've got more disposable income. And that's why we see a lot of the statistics you hear talked about in terms of how home price increases, they always refer to the median home price. And what that means is, that's the midpoint at which the number of houses above and below that have sold. So what we're actually seeing is we're seeing higher priced homes being the ones that are moving on the market, and stuff in the lower price range, because it's gotten more expensive, is not moving quite as much. And but at some point, you're right, like what your your gut instinct is telling you, Mike, is this not sustainable? You know, what is going to happen is we're already seeing some of the indicators that a recession is coming. Like we don't know exactly when it's coming. But what tells us that it's coming is that when you get really, really low unemployment rates, which is basically where we're at now we're about at pre pandemic, unemployment rates. And we were we were there back before the pandemic, and we actually went into a recession, which probably a lot of people don't realize it was very short lived, they actually went into reserves before the pandemic hit. Yeah, so, but what happens is, when when things become less affordable, what ends up happening is the average person cuts back on their discretionary spending. So like, you might not go out to dinner, you know, an extra time a week that you would have done before. So what happens is now that restaurant has less revenues coming in, they have less revenue revenues coming in, well, they got to cut back on employees, and now that employee loses their job, they may have to go find a different job that's not quite paying as much. Now they're going to spend less money. And so what ends up happening is, then unemployment starts to tick up. And then that's what kind of leads us to recession. Like what Shawn was talking about earlier with CDs, another indicator of recession coming is a complicated, super sexy term you're gonna want to hear it's called a yield curve inversion. And basically, that's a good one, instead of the long term investments giving you a higher rate of return, which is normal. Now, the shorter term investments are giving you a higher rate of return. And that's investors basically saying we think rates are going to be lower down the road. So what that is basically telling us is We've got a couple of indicators that are that are telling us that recession is coming. My guess is it's probably coming faster than what what it has in the future. But that's gonna push interest rates back down, which will then help affordability for the homebuyers. When we're in thatchapter size, right, just note down. So look at the newsworthy what out the whole purpose of this is to have conversations like this with other people that are experts in their trade, and then come up with different ways to create a bunch of attention and content around this. Are you guys doing any form of lead generation or any type of digital marketing at all? In your biz? Yeah, I would love for you to test this headline. And I guarantee right now this would fucking crush it. I would do something like inflation is here. Can you still afford to buy a house? Find out now? Something along the lines of like that? I think that and I don't know, maybe that doesn't make me that bombs. But just hearing like what you just said, instantly? Just told me Well, if I focused on the lower end markets, and I really want to do until that down, even just an engagement post to your actual database and posting on social or sending a video email out with this topic. inflation, inflation is here. Inflation is real. Can you still afford to buy a house? Or on the flip end of that you could take that same headline and be like inflation is here has it has it affected the value of your house? For people that are own owning houses. So we're always looking at ways to create content and create different media or ways to start conversations. This is all content creation is guys. I don't create content because it doesn't create conversations. I create content because it creates conversations that lead to more opportunities, which is how you attract business. So what I'm getting at here is like you got all of these questions being answered like I could we this show might be an hour long, I still have like 20 More questions asked you guys. But each time I asked one of these questions, if I'm thinking about it, so is your average customer avatar guys. So fuckin put it out there. There's not a better way to become the expert and to demonstrate you our talk is cheap me getting up on my soapbox and being like, Hey, I'm the best on the bus. That's how that's every real estate agents business plan show sold just listed. brag, brag, brag brag. instead? Why don't you start demonstrating me what I need to know so that I could see you as a professional. I've never seen a it's crazy when we look at how real estate agents market their business. I made this post the other day. And it says if a doctor marketed their business the way realtor does, after after they after they do like a surgery and the doctors like hold it up like $3,000 like breast implant surgery cardiac whatever, like that's what real estate agents do. And it's the only profession we've ever seen it happen you know what I mean? Like but why is that it's because our egos all the time like there's such a better and better way to earn expertise and authority and build it by just creating content and shit that's relative or what people care about not about you. It's always about what can I do to serve my audience today? This is why we have this podcast guys. I think podcast we don't have a lot of our business we get a lot of our business from the show because we add value so how do you add value what today's topicswe started doing? We just funded posts that's the best way we can can join the fray.You guys should be like just funded.Yeah, I was able to do the minimum expected requirement out of my job congratulations me.Yeah. I got someone a loan they probably shouldn't be having right now.That was like 15 years ago.Yeah, the good old Nina's. Anyways, let's get back into this. So what do we know? Let's go into like what you guys see how because that's super interesting. And you guys are both especially in your two markets like you guys have ibuyer Haven so inventory is extremely low. You got every open door from now no longer Zillow, but all of the institutional buyers are all over Scottsdale. There's a huge problem with that they're buying everything investors can't even find properties to buy in Scottsdale anymore. They're having trouble they're fighting each other for the scraps but the same things in DFW so we have a lot of things happening you have a lot of institutional buyers are buying and cash out. Kicking the VA guy who deserves his house to the curb, to be honest. Right? What do you guys think? What is your prediction? For like these first time buyers like what are you people that are out there going to go out there and compete? What are you seeing happen are you see, are they losing deals yet? You mentioned you alluded to a little bit earlier, but have you seen people losing deals? Are they staying in the market? Are they getting frustrated? What's the pulse you're getting from your realtor partners and all of that?Yeah, can Brian you get if I jump in on this one? Yeah. All right. So yeah, so like that's what's what 100% was happening and I'm sure Brian's got plenty of experience because I know the Arizona market is red hot. And they've got some of the most depreciation the entire country going on right now. So Yeah, buyers are losing deals first time homebuyers. And if they don't have cash laying around to be able to go over to guarantee appraisal gaps there, they've got a bit of a problem. So you know, I know here in DFW, you know, my team and I, we've been looking for ways to help buyers set themselves apart by being able to take finance buyers and turn them into cash buyers. I know, Mike, you've talked about that before, some programs. And so we've got some some companies that allow us to turn finance buyers into cash buyers, but outside of stuff like that, it's tough for first time homebuyers, for people who maybe, you know, they've got enough cash to cover downpayment and cash to close, but not a whole lot more than that. It's a really, really tough market. And so they're, you know, their options are, sit this one out, which could be 3456 years, and then that $350,000 home is now $500,000.05 years from now or more, you know, or they they've, you know, figure out a unique out of the box scenario to try and get into a home right now. And if they can do it, there's tons of benefit, because one, they're going to get the appreciation that's going to come over the next several years, which is going to be phenomenal. But on top of that, as Brian alluded to, we've got a ton of indicators that say that we're going to be in a recession in the not too distant future. And with you know, normally, you know, he's talking about the yield curve inversion. Normally, when that happens when that yield curve inverts, we're in a recession within 18 months. But honestly, with information moving as fast as it does nowadays, we can see that significantly faster than that. So everyone who's buying right now is going to get the appreciation, but then they're likely going to be in a position where they get to benefit from a refinance sometime over the next maybe six to 24 months.So let me rewind that just for people really quick, just so we get the terminology, right. So basically, today's higher rates, the fact that we this is what I'm gathering, this is a really interesting comparison for all you realtors, when buyers ask you this, because you have to Homer Simpson, this stuff down, we're giving you like really high level stuff, you have to make a dumb simple so that anyone can understand including my six year old son. So what we're saying is that yes, today, here's what's going to happen, folks, there's going to be a recession, all indicators are showing there's gonna be a recession that's happened is going to happen. And you might be wondering what that means for your upcoming house purchase? Well, here's the way that we're looking at it. Yes, today's rates are probably going to be around a 5%. But the day that recession does occur and or happen, rates are gonna dip again. And that's where you need to refi low into your low interest rate, while property values still continue to appreciate.Yeah, I mean, we do with people like that, as you know, we'll show them, what is it going to actually cost you in real dollars by waiting, you know, six months, 12 months, whatever to try to time for, you know, the bubble to burst, which you hear about a lot, you know, is there a real estate bubble? And the simple answer is no. But, you know, some people think, well, maybe we'll just wait till rates come down. That's the next thing that we started to hear. Well, we can actually quantify. And I know, Shawn, does this too, how much are you actually losing in equity growth and pay down on your mortgage by waiting six months, 12 months for the interest rate to come down. And it's almost like, the best analogy, I think, for a real estate agent is, you know, you look at a house flipper, you know, they go in to purchase a house, and they're using financing that might be you know, eight 910 12% interest rate, you know, with points just to get that deal. And they're going to try to flip that as quick as possible to turn that into a profit, they look at that higher cost of acquisition as the cost of doing business. And that's how you know, a person purchasing a home, whether it's for an investment or for their own personal use, yeah, you might have a little higher cost of acquisition today, because the rates are higher than what you think they should be or what they were six months ago, but there's going to be an opportunity for those rates to come back down, just look at that short term, whether it's six months or 18 months that you pay a little higher interest rate to get that house that's going to appreciate by you know, 10% 12%, whatever it's going to do in the next year. It's just the cost of doing business. And the sooner you get in the better opportunity, you have to capitalize on that equity growth.He's spot on,I go piece of content creation. Number two, why it's a good idea to buy a house when there's about to be a recession. I'm sorry, I'm going to read that. Alright, Sean, go for it.Well, I'll just kind of piggyback on what Brian said is absolutely, you know, one of the you know, when I have conversations with clients, you know, I remind them I obviously don't have a crystal ball can't guarantee we're gonna be in a recession even though a lot of indicators are pointing that direction, but I encourage them to think of you all Brian's gotgot to get one man it's super happy. He's got to first ofall, if you're listening to this just on an audio Brian just whipped out literally a Christmas ball and all I saw were a bunch of interest rates floating around there, and a bunch of numbers and all this shit and just I just I just saw opportunity.You want to know what elseOh, and he's got the magic eight ball. That thing never fail. thing does work right.But I like to remind clients I encourage them to think The current acquisition costs the rates as a temporary cost, you know, that way, hey, this is a temporary cost that you're likely to have for the next 612 1824 months. And then you get to turn around and reduce your cost. And for that reason, I think when when, when available, I encourage people to, to minimize out of pocket costs, save that out of pocket costs and put it into the refinance down the road, if you if you can take a slightly higher interest rate, even then where interest rates are now if you can take a slightly higher interest rate, and save, save money at closing and reallocate that money to refinance on the road, you're gonna end up coming out even further ahead. In a lot of cases.I think it's smart. Here's how when you guys are trying to explain this to home buyers or sellers, you have to do it in the form of a story. It's just too complicated. Not too. It's an excellent way to position it like look, here's how here's how real estate investors approach, but purchasing properties. And this is the way that I look at it and approaching it from a real estate like you have an acquisition cost. Like that's the way you sell this guy's 100%. Because I understood that in honestly, you guys both taught me some you guys taught me a lot today already. I never really thought about how to pitch it that way. And I've never really thought about, hey, yeah, this is explaining a purchaser just like they're being a real estate investor right now. That's so smart. It's such a smart way to position this. Because there's fear, there's going to be fear when there's uncertainty. And our jobs as professionals, folks, for all of you salespeople chasing checks, this is the time when the market cleans you out. I'm not joking, I've seen three shifts, I've seen three cycles, two and a half in my career, I think this is the third, I saw the new construction boom, prior to 2007. I saw the short sale foreclosure crisis, from oh seven to 12. And then we saw the rebound right here in the real estate market. If you study it repeats itself in 10 year cycles in 2012. As we start climbing out of that crap, we're at 2022, right there at a 10 year cycle. So everything these guys are saying is right on, where do you see in recession, correction, all that other stuff. What's interesting is that we've never had all these outside circumstances happen with it. And we're going to need to sharpen our skill set regardless. Like, if I'm you guys, and I'm sure you guys are prior to doing this, because you're killers, but what you just said about explaining options to all of your the clients, if you started doing after realtors and laying this out for them, you're gonna have the meeting out of your hand. But it's gonna take an extra step to create those three options and give them a full plan. We have a client, as you guys know, his name is Mac Humphrey. And this is what he's doing in his office because we're creating some of his videos for his new offering. And I could see why now Mac is doing this. I'm sure I'm going to see him in Vegas this week. And I'm asking him if this stuff that we talked about today is the reason why he's doing this. And what Max doing is max sane. Anytime you do a mortgage app, you have to come in to my office. And he set his office up into four different workstations. And workstation number we get some he's got a beer, he's got one, he's got food, he's got sandwiches, he's got water, tea, you name it, he has them come in their office, and they once they get them settled down, they go in they he treats them and you know, the receptionist welcomes there. And then they spend 10 minutes in there filling out their forms in a questionnaire but then they go into the planning room. When they go into the planning room. This is where Mac literally goes, Okay, let's talk about all your options, how much money you got done with the credit? Like what are the goals, how long you'd be on this property for what do you want to hear what you wanna do there. And he spends about 2030 minutes getting all the information from them, his team will go back into the other room and crunch the numbers and the programs and then he they move the client into the opportunity room, the opportunity room, there's tons of plasmas, there's a freakin pool table in there and everything. But each plasma television has a different loan option for them based upon all of this stuff we're talking about today. Here's your 3% down, here's your 5% down, here's your bridge loan option. If you want to try to be a cash buyer, here's your 20% down with no PMI. Mack is going to do two things. One he's going to sell through experience because that's all we are. We're service providers, we're commodities, the one who provides the best experience is one who always wins just like the Ritz Carlton charges the same price as they do for a night and a holiday and also charge the prices for a night. They're both in business but they're both in business to provide a certain type of experience. We are do the same thing in our business and what I think is gonna happen. I think we're gonna have another cleanup of the real estate industry and rightfully so we need it. But the ones who will excel are the ones who take customer service to the next level for stuff like this. Anyone can show a house. That's not but not everyone can help someone accomplish and achieve to obtain one. And this education for the next 12 months about knowing what this stuff is going to happen. Mark my words the people who really mark this down, they're gonna you're gonna see them excel. And if you guys have anything like that and you start selling options for all of your realtor partners, I would be giving you every loan I had, because most agents aren't going to be smart enough. have the skills to crunch numbers. Now you guys are dumb, we're, this is our business, we show houses, okay, we don't crunch numbers, that's these guys's job, find a lender that's going to do this and start selling options, especially when you're working with your buyers, because the one that has them is the one who's going to win. And you're also, you're going to see commission compression too. You're gonna see, let's see, that's already happened. But I guarantee it and all the stuff that's happening with NAR, when they try to get buyers to pay their agents commissions, this is gonna be a whole nother ballgame. We don't know what's gonna happen with that. But you guys have to know about this stuff. Because there's always a way to compete, you just have to have the best food on the block the best food is the best service and experience. Go ahead read.I was just gonna say that. I think no, Shawn does this. And there's a lot of lenders out there to do this. But being able to look at your your potential clients situation and help them think outside of what their little perspective is because they come in, they want to buy a house. Okay, they got the blinders on this one, how do I get that house? And what we try to do step back and look at this from a longer term perspective, whether it's, you know, five years, what have you. And what we want to do is start with that education process and figure out what is the plans? What is the long term plan? And then what are loan options that help you achieve that. So one of the things that we do is, will always show those lower down payment options. You know, I know most agents that I talked to on the listing side, they want to see 20%, down 30 40% Down, they think it's a stronger offer, you know, but there's ways to present an offer, where you're showing the client, well, you know, that five or 10% down financially is better, because you can reserve reserve that money back that you're putting down to avoid paying, you know, 5% interest today. But you can use that money to go do something else and make more money. And even if it is to look at the prospect of a year or two, three years down the road, buying an investment property, well, having a lender partner on the realtor side of it, where that lender is thinking long term and setting that client up for the expectation. There's future opportunities with real estate, if the market is going to go up at 10% 20%, or whatever for the next couple of years. Well now what we're doing right now, the craziest thing is about 80% of my current pipeline is refinances. I normally do about 65 to 70% purchases, it's crazy, because what we're doing is we're going back and revisiting with these clients who a year or two ago bought, now they've got a ton of appreciation. Now they're accessing that equity, and looking at either improving their property, consolidating debt, so now they can afford to purchase another property, buy an investment property. So those are all opportunities. If you're thinking big picture and long term as a real estate professional and a lending professional, you've got to get people thinking outside of what their immediate desire is and start planning for the future. And, you know, I know realtor's they want to go in and make a cash offer with all these people, they're buying cash. Well, great, that offer looks outstanding. But could you do something else with all that cash, like buy two properties, buy three properties by leveraging the bank's money. And even if it isn't a little higher rate today, you're going to be able to get a lower rate in a couple of years. But you can gain the appreciation of those two or three properties as opposed to the appreciation on one, he's got to think outside the box.Has there been a lender yet that's created a finance a finance certification course for real estate agents? And if so, why not?It's a question. But like, why,why not? Why aren't you creating a certification course for real estate agents to teach us this stuff? So we could go out and have the ammo? Have all the forums and the docs and all of that? Like, because I will. I'll be honest, I don't want to learn this shit. And most real estate agents don't I just want my team to know it. But I need to know enough to be deadly to have the conversations and then refer them out over to you guys. You know, I mean, man, that's a goldmine.Finding the right partner?I'm like, no, no, and Brian, just finding the right partner is really important. And he's, you know, he's spot on with the approach, you know, and my team and I were the same way. No, we, you know, we don't really sell mortgages, we sell peace of mind. That peace of mind usually comes with a mortgage. But we talk about client's financial financial goals. Every single client I speak to I asked them, you know, what, other than this home purchase, what other goals? What other financial goals do you have on the horizon that we need to make sure that we're keeping in mind as we work towards a solution for you on this? You know, I declined today. So I mean, that he he's self employed, and he really hasn't done a great job of setting aside, you know, a retirement account. So we talked, so we talked about how we can help them into a home, try and keep, you know, not spend all of his money on down payment, so that way he can take some of that and really start to fund his retirement, which gives him peace of mind. And so peace of mind is, in my mind, one of the most important things that we can give our clients today and that peace of mind for us comes with a mortgage.Yep. I like it. I agree. Okay, a couple more questions. We'll get this wrapped up. lost my train of thought. But I know I was asking you something along the lines ofwe're talking about financial literacy for financial course certification course for realtors. Yeah,that's a good that's a given. Like, if you own a mortgage company right now and you're not that's not on your agenda. I don't know what's wrong, you call me. I'd love to help you put that together, because that's a fucking goldmine. I do think that people, I liked the approach you guys are taking? I think it's smart. What do you think that the average agent though? What do you think they need other than they need to know this stuff? I mean, this is I think that everyone's going to have these conversations, like you're going to be sitting with a new buyer console. And you're gonna be sitting at lunch or in your office wherever they go. And they're going to ask you this stuff, guys. Once you start seeing the media start talking about the word recession, trust me, people are gonna get worried and scared. Because you guys the way you You made me the way you explain it, you made me feel good about a recession. Seriously, that's what you just accomplished. Right? And normally, that our word you hear any run the other fucking way. You don't ever like Oh, recession, I'm not buying a house. But the way you guys presented that, I think is a conversation that is going to be needs to be had with agents and their clients to some extent, and I think it's going to be a topic of conversation to come. And we'll see in six months if we're right or not, but I think this is the that that advisor, consultant expert, the authority, a lot of that, and the only way you ever become that guy is by creating the content to have that conversation to begin with.Well, Mike, every recessionary period since 1980, with the exception of 2008, you know, and and although yes, that was a recession, I don't look at as a recession, that was a crash, right. That was a full blown crash. Every other recessionary period since 1980. Home prices have done one of two things, they've either continued to appreciate, or they've started to plateau. But when that recessionary period was over, in all of those instances, including 2008, home prices, appreciated after the recession was over. So good. So home, it's home ownership, it like I don't wanna say there's, there's never a bad time. But it's, it's historically proven that buying a home is almost exclusively a great way to build wealth. And so, you know, recession yeah, there's a lot of bad things that go with a recession. I'm not going to try and fool anybody, you know, employment, you know, unemployment ticks up, you know, but if buyinga house isn't one of them, that's what we fucking put our hands. That's what we that's what we fall on the sword for dude. You know, I mean, if you if you can't, here's the things like, I see this all the time. I have no problem selling people my video services because I know exactly what they do for people. I know my value. I know every single person that does what we tell them to do doubles quadruples their business, if they follow the damn plan, okay, it's not. It's not rocket science. But there are so many people, it's because I'm confident in my service. There's so many people who sell their service and don't believe in it. There's a major difference in that I see it every day in the real estate industry. I saw a guy make a post the other day on Facebook. This is what the guy says, I'm not going to call him out. But he posts on Facebook, I'm sort of seeking this market. I can't wait for a short sale or foreclosure market. Bro, that's when people get a lot of pain. Your real estate agent saying this excuse me, mind you. Like who says that? That just tells you right off the bat, that you don't have the confidence to sell your own product. So what you're really doing is you're poisoning people. If you're in a restaurant and your food tastes like shit, and you continue to feed people that damn food, you're a prick. Well, that's a difference in the real estate business. You have you you guys have to know this shit. Like there's no questions asked anymore.Yeah, like getting yourself as a real estate professional is is critical right now. Because there's there's two words that you're starting to hear all the time. Number one, everyone's hearing inflation. I just saw a little news thing I was walking through the room, my wife had the news on which I hate watching. And then we're talking about recession. So those are the two scary words that are coming out to you inflation and recession. And so as a real estate agent, you've got to be able to educate your clients on what does that actually mean for you if you're contemplating getting into a new house or buying real estate as an investment? Those are not bad words for the real estate market. And people have to understand and differentiate. Yeah, can it mean job layoffs, there's there's pain that comes with it. But if you've got a good solid job and a good source of income, real estate is a hard asset. hard assets do well, in inflationary periods, and recession. Like Sean said, real estate tends to do well interest rates come down during a recession. So those are all good positive things to be able to look at when you hear the scary words because you're gonna hear it on the news that's how the news gets clicks and they get viewers to scare the shit out of everybody. That's what they're good at. But I hate to combat that.I hate to do is if you're listening to those turn it off. None of it's right or accurate. Dig a little deeper.Brian spot on and I'll add one more thing on that. So You know, as far as you know, real estate professionals educating themselves, you know, if you're a real estate agent, and you're having conversation with a client, and they bring up these topics, if your only responses, that's a great question. Let me get you with my lender. If they're not ready to have that conversation with a lender let yet you probably just lost that business. Yeah, right. So you've got to be able to at least have some semblance of a conversation initially, before you get to the point where you're like, hey, you know what, my lender can really elaborate on that topic? And let me let me connect you with you know, let me connect you with Brian, let me connect you with Sean. And they can really elaborate on it. But if you can't have at least that initial conversation and have some level of education on it, you're you're you're in trouble in this market, this market weeds out the people who are not, are not experts at what they do.100% Last question. Well, you answered the interest rate question. So bottom line and your guys's experience, you think that yes, rates are going to going up. But as your indicators are showing a recession is going to come in that you're going to see the rates go back down at that time. Overall, you're gonna see a lot of buyers who buy from now until then, to refinance back into the low rate when that hits, and you guys have enough experience to feel confident about that call, right? So this is the this is all forecasting, guys. Here's the biggest thing I got on today's show. And here's the conversation. I think that if you're listening to this, you don't need to do a super duper edited video, you don't need to go out do anything crazy. You can do a video email to your Bom Bom and you guys included in the subject line is inflation and a recessions upcoming. But this is why it's the upcoming inflation and recessionary period is the reason why you should buy a house today, something along the lines like that, there's something there that's going to generate a lot of the clicks.Is myself recession proof by yet.There's so many different headlines there. And it's something to get there because no one's talking about it. That's why we're doing this podcast. I'm going to create a piece of content here and test it on ads about what Brian had on approaching it as an investor is buying a house right now a good idea. It's inflation coming, should you really be buying a house right now? Fuck yeah, you should, here's why. That's probably my attention getter. Something likethat. Even your investor clients do, you know, I was talking to another one, she's got five properties. And you know, she's she's pretty sharp, she came to me and she says, No, I'm thinking about refinancing, pulling some cash out my investment properties to go buy another property, I know my rates are going to be higher, but I just look at it as you know what you need to do to be able to get to the next property, because the appreciation that I'll get on this next property is more than going to cover the increase in interest that I'm paying on these other loans. And I said, you know, you've done half my job, I don't have to educate you on it, you You've done a great job with it. But here's the other thing to look at too, is if you can, no, some, some people are worried about negative cash flows on their investment properties, okay, because rents are going up, but they're not going up as fast as the increase in the home prices. And now interest rates going up. Again, I just look back and say, you know, it's a temporary situation and look at it that way. Because while you may have to carry, you know, a couple $100 negative cash flow, if you can handle it, that doesn't necessarily mean it's going to always be that way, because you're gonna have to things are likely to change down the road, you're going to have rents continuing to increase because of the shortage of housing supply and the housing crisis that we're in. So while you may be negative today, a year from now, two years from now, you're probably not going to be negative. Plus when rates come down as we expect him to you can refinance into a lower rate and improve that cash flow situation. So again, short term costs for long term gain, you might have to absorb a few $1,000 over a year to in negative cash flow, but you're gonna write it off anyway. And then you're going to have that appreciation grow. So like whether it's buying somebody buying their their primary residence or investors, like you shouldn't have them putting these roadblocks up because of, of inflation of recession, or negative cash flow. Those are all things that are easily combated and overcome if you know how to explain and plan for what's down the road. And that's where that thinking outside the box is thinking past today is super important. Like you don't always look at today's situation as the permanent situation. You got to think down the road100% Brian,awesome show you guys you guys taught me a lot and you gave me quite a bit of marketing opportunities to come that's what they are their marketing opportunities. And the more controversial you are with them, the better they're going to do you guys, like address the elephant in the room always. And don't hold back, like the whole point of starting a conversation and generating attention and you have a great opportunity to do so right now. Why don't you guys if you guys need someone if your lender doesn't know any of the stuff that we just talked about, call these guys up. Obviously, there's a reason why we had him on the show. So if you need a lender that actually will educate yourself for you so you don't have to go through your own financial literacy class once you guys give them your info and how they could contact you.Yeah, go ahead, Brian. Start us off.Yeah. Brian Cardenas. My website is www dot the Cardenas team.com our phone numbers 480314684. Or you can shoot us an email Cardenas team at finance america.com.Yes, and I am Sean Richard with with guaranteed rate here in Dallas Fort Worth metroplex. My website is Shawn Richard team.com My first name is spelled SHA w n. So Shawn, but your team comm can also reach me via phone at 817-380-8148 and can always drop me an email at Sean Richard team@rate.comAppreciate you guys awesome show and thank you folks for listening to this episode the real estate market dude podcast if you want to build your personal brand with video and start creating consistent content so that when anyone thinks that the term real estate or mortgage instantly associate your name with it, you don't need a bunch of leads you need more dudes let us create the content for you. All I need is one to four hours a month and I'll turn you into a local celebrity that I promise if you follow the process it works and if you don't believe me watch the case study where I have both a mortgage broker and a real estate agent write on my website both generate a 931% ROI plus return using video in just under six months the whole case that is there I highly encourage you guys to download it get it read it and then contact me and start getting on video because attention is the name of the game lead generation is not appreciate you guys have a good day and appreciate listen to episode we'll be back next week peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding and video content creation 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.

Today is something a little bit different. We're not just not just me, it's not just one other person, we actually have three of us. And what I wanted to do was get into some real life examples of people actually creating content. We have two agents, different parts of the country doing video, and they both been doing it for about over six months. And we want to see exactly what happened, what their experiences were and all that.Christine Johnson got into Real Estate to be able to give back. Christine and her husband also invest in homes to flip or rent as well as help others find investment properties. Joel Sandman is also an agent who, prior to his career in real estate, spent over a decade in the golf business serving as a PGA Golf Professional and also worked in commercial construction. These past careers allow him to help and serve others at the highest level. Three Things You’ll Learn in This EpisodeWhy video is so necessaryReal Results from real clientsTips and tricks from people who have been through it beforeResourcesChristine JohnsonJoel SandmanReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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 startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing, dude, podcast, what we're gonna be doing today is something a little bit different. We're not just not just me, it's not just one other person, we actually have three of us. And what I wanted to do was get into some real life examples of people actually creating content. One of the things that happens, especially once you get started and you're creating videos, is that you're like, how long is this chick going to take the work? Right? Like, um, you get impatient. And a lot of time, even with me too. Like, I'm, I'm in a process of actually launching my YouTube channel here in San Diego, now that I'm a licensed real estate agent again, and I'm gonna fucking dominate it. But I'm already myself growing impatient, because it does take time, and nothing is going to happen overnight. You have to just be patient with it. This is almost videos like, I don't know, it's like the tortoise and the hare type story. The whole thing with that tortoise won the race because he was just consistent over time. And then the hair kept trying to take all these different shortcuts, and over time, the tortoise won. That's the exact same way that I want you guys to approach video. So what we have today is we have two agents, different parts of the country doing video, and they both been doing it for about over six months. And we want to see exactly what happened, what their experiences were and all that. And if you guys have any questions, you can also read them in and maybe we'll have them back on the show. So without further ado, we're going to go ahead and introduce our guests, Mrs. Christine Johnson and Mr. Joel Sandmann. Joe, why don't you go ahead and tell Brian about who the hell are you wet mark? And let's start with there. And then we're gonna meet Christine, too.All right. Yeah. Appreciate it, Mike. I'm Joel Sam. And I'm out here in a little town in North Carolina called Winston Salem. And I had been kind of creeping on your stuff for probably about a year before I actually called you. Just curious about it. Cuz I'm, you know, burned by some marketing stuff in the past that didn't work. And I was very hesitant to get on video. But now that I have in kind of dialing in my brand, I'm full steam ahead.Their roadmap is again, a little addicting. Yeah, I mean,the thing that I thought before that I wasn't going to have anything to talk about. And now it's I need to actually organize what I need what I want to talk about because there's so much and you got to stay on a on a plan.Good. And then we got Mrs. Christine Johnson down in San Antonio, Texas. Christina wants to say hello to everyone and tell them who you are, what you're doing, where you come from.Alright, hey, everybody. I'm Christine Johnson. I am. I've been in San Antonio for about three years, and I came from the Maryland area. So when I came here, I didn't even think I'd be considering real estate started to invest in some homes and flip houses. I decided to get my real estate license so that I could show myself the houses and not have to rely on somebody else to show me these little Junkers I kind of felt bad that they were I was wasting their time. And so I got into that and then kind of took it on as a job as well. So I'mreally like one of those sellers, one of those buyers who just uses the agent to get in the door and then you never call them again and you just call the listing agent directly up. No, I didn't even know. No, I did not do that. Because we have to we have to kick your ass off this podcast right now. No, but um, so Christine is an organist for a little bit of time now, man my over a year, I think. Right? Yeah. And you know, you were new to your market. So I wanted to give people a couple different different things. You're brand new into that market and video, what was your hesitation at first before you got started.So I was never big and I'm still slacking very much on social media. I don't post a lot I was always just the kind of creeper behind the scenes and I was fearful to put myself out there to show I wasn't one of those people that was like I'm not gonna show my family or anything like that. I just never I just didn't. So coming out of my shell that way was really hard for me. And so when I got into real estate I realized you know, you gotta at least people need to see your you out there. You can't just hide behind it. So I have a degree in editing, film editing, surprisingly enough, is very old degree. So that's dated. But I I was like, you know, I know that video that I did so many research, so much research. I mean, you name it. I did it and Of course, I had been listening to your podcast. And finally I was like, Alright, I'm gonna hit that button and make that demo call. And so um, yeah. And it's been with with you guys ever since then. SoI'm very glad you've done you have we become good friends and even both you guys I like the conversations we have offline. But so I want to start the beginning because I think you guys can share a lot of insight into people who are just thinking and let's start with the first thing that I said. And I'm going through this right now. Like, it's like, Alright, I want things to happen. Like yesterday, most real estate agents are actually like, hi, Dee personalities. And I want to talk a little bit about different types of content. So, first thing is Joel, we'll start with you first. You started creating content, you get your first video out there, Christine YouTube. Actually, remember when you guys first posted you guys were nervous as shit. You guys are like, Oh, I don't know what people are gonna say. You remember that? Oh, yeah. And I'm dude, I'm the same way. Like people like Mike, you're getting nervous to do but if I do a controversial one, I'll get pretty nervous except I post this. Should I not post it? Should I do this? Should I do that? And I'll even get nervous. But that's part of being human. You guys, we had a client a couple weeks ago, and she was nervous to post that first video. She's like, not going to post it. I'm like, dude, just post the damn video. And I do it. While I'm on the call there. By the time we get off share, he has 2530 comments. But why is that? What the hell were you so nervous about? Because if looking back in hindsight, would you ever be nervous again?Well, I mean, I think we most people would agree in life, right? Like, the scariest thing in life is, is the uncertainty like what will happen? Yeah, you know, even if you know, something bad is gonna happen. If you kind of know the outcome, it's alright. So you know, you're afraid of being judged this than the other. But I think for me, you know, I kind of experienced it a little bit been in real estate for a couple years before getting started with this, that I don't have to be for everybody. It's that's okay. Like, my personality is gonna work great for some and it's not going to for others. And but you know, that is kind of scary. putting yourself out there. Especially, you know, as you get more into developing your own brand, people really get to know you. And you don't want to get a big portion of people that may not use you. I guess that would be a concern.How about you, Christine?Okay, um, I'm sorry. Can you repeat that question?What was it when you're starting? What were you so hesitant about like it? Would you ever look back at that again, and be like, Dude, I was like, worried about like, so stupid.Yeah, so I would, I would definitely do it again. 100 times again. Um, I remember that day. Like, it was yesterday, though, when I was, you know, when you fear the comments, and for someone that doesn't post on Facebook, I was like, Oh, God, no, I have to tend to Facebook and I have to look and it was like, people were so responsive. And now they're like, where's your videos? Because, you know, I haven't seen any and I'm like, they're there. You just have to go to the YouTube channel. And and, you know, I get really busy sometimes, so I haven't had a chance to put as many out there. But, but yeah, I think it's a good thing. And I think if you're not doing it, you should be doing it because once you do it once, then it just becomes easier each time you do it and now I mean, now I just videotaped myself I don't even help so our encouragement, you know, so and I just talked to my camera it's easy.One of the guys Oh, I was just gonna say once you you know, Do this a few times you start getting in the flow of like, God I hate the way that I sound on camera. Like once you get over that you can kind of relax a little bit. I think people start reacting your videos way more to like your personality is actually starting to come out you know, see that you're not reading or anything like that yetwe've just you know, that's that's normal to you guys. I mean, it's part of the the progression like first time you do anything, you're nervous, including riding a bike, get on an airplane going on a roller coaster, but do people stopped doing it? No, they seek that thrill. And truthfully what's really happening within the industry today is that people are if you're not marketing the people that you already know no other note that you've used in the past somebody else is and video is really just more about attention and whatnot. I want to bring up jokes Joe said something about putting yourself out there and he was really nervous about this but Joe you put out a you did you in a lot like you we you put yourself on a video. Do you mind if I share that story right here? Yeah, go for me. So Joel, put out a video he created a you get back out. I'll let you share the story and why you did it. But yeah, Joel, in the past used to be an alcoholic. And he came out and told his database that so many people would not have the balls to do that. And I haven't even talked to you to see how received that was that in detail or whatnot. But why don't you tell everybody what you did with that what you're thinking with it and sort of how that came about?Yeah, so I'm, you know, still a recovering alcoholic. Now I've got a little over eight years of sobriety. And as you're mentioning now I, I'm pretty grateful just to kind of be here, you know, to, to have been able to get married to have kids and to just experience life. And so yeah, I did a little bit of a video on my story and how I kind of got I got carried away with it, and how I've been able to, you know, at least in my eyes, be have a pretty successful life now. And like, it's, it's all right, like, none of us are perfect. You know, we've all got shit in our closets that other people don't know about. And you can come out the other side. But you know, I talked to Mike about it before I, you know, did this, like, Is this too much? And Ken encouraged me to do it. You know, people always ask you real estate, what's your what's your income goal? You know, what are you hoping to make this happen the other, I've kind of pivoted my business now to where, on every transaction, we get back a percentage of the commission, and I don't have an income goal anymore. Now I have a charitable goal. You know, my goal is to be able to give $20,000 of my commission every year to charity or more. And, you know, right now, we're on pace to exceed that this year.1000 church on Sunday. And, you know, like the, when you give your offering up, we go through a tidy thing. And those stories, man every single day up my tide when I got home on Sunday, because of that. And I do think that when you give, you always give back, I just think it's the way the world re rewards you. I say that as a Christian. But, folks, I've seen it happen in so many different people's businesses. Tell. You have a reason, though, why you're doing that is because you wanted to bring awareness to a program, about how you give back and talk about specifically what that program does, like you're raising money, but what's the cause behind it?Yeah, so we kind of came up, you know, my show name is driving triad, because I've got a background as a golf professional before real estate. But my program is thriving triad, I take 5% of every commission that I earn. And that goes back to it's the client's choice that they have a charity that they really like, but if they don't either give it back to the United Way here. Davidson County, because I do a lot with substance abuse and addiction and mental health crisis, because depression was a big part of my issue as well. And then also to the Mental Health Association in Forsyth County, that kind of leaned into that and joined on the board of both of those nonprofits and trying to, you know, do a little bit of good within the community when I can and use what, what, you know, little platform that I have for good.What was your response? When you posted that? Like, did you get any comments? Are you getting clients because like, that's, that's serious stuff, man. Like, you get it that's hard to do for somebody, I commend you on doing it. But my guess is that it went well. But tell me if it went bad, I'm super curious. So what happened?No, no, like, great. You know, I had some people that I hadn't talked to in quite a while reached out to me that kind of going through their own struggles as well meet up for coffee lunch, and a couple of people have started their own journeys to sobriety not not because that obviously they've already been thinking about it, but they have somebody they can confide in that they know they don't have any judgment from. And you know, as far as my business in that it's it's not been an issue like said you do business with people, you know, like and trust. And when you have common factors. If you have something in common with somebody, especially as deep as that other people who've struggled with addiction and depression and things like that. There's just that instant connection that you know, you're going to, you're going to jive well together and it just goes that much easier. But it's it's been great. I had some past clients reach out to me as well just kind of offers support and things like that. And so it's not a good thing. People will nevernot cheer on a champion and a comeback kid you guys it's a story of every movie that exists. Don't be scared to embrace your faults, strengths and weaknesses and expose them to the world because that authenticity is what people want when they're hiring anyone that's going to represent them for the most expensive, maybe even most stressful transaction will ever do in your lifetime. Christine, I remember your one of your favorite videos I saw you do was the one that you went off the wall in front of a fireplace. You just told her how it was. And again, Christine, you start at the beginning you're trying to have a little struggle with scripting but he got more and more comfortable. When did you start you got this new your search results like lightning roll? Can you a little bit No. When did that start happening? Why don't you talk a little bit more about that.I don't know I don't I noticed it on my like my video that I just I'm getting ready to release. Yep, I was like Huh, I guess I don't know. I think you'd like to hear it out. I did and I I just I think because The script was coming from personal experience, I think when it comes when it's not something that I am uncomfortable with, like, let's say you're doing certain neighborhoods or something that's, that's great. But like, I don't know, that neighborhood, as well as I know, my own neighborhood, or, you know, the one that I just did the whole fake Bernie thing, I made it all completely up. But that's, that's why I think it came so naturally, was because it's my opinion of where I live in the surrounding areas of what I was talking about. Same with my little, you know, Christmas thing and from my fireplace that came so naturally, because it's things that I think about every time somebody gives me that gift, I'm like, man, does anybody else get these silly things? And so yeah, I mean, I think I think it's when it's more natural, it's just becomes more camera.Yeah, I think you hit on the head, you have to do stuff you're excited about otherwise, it's not gonna last period. And anything you do, it's not like a video thing. But you have to, there's so many different types of videos you can create. You're right, you can't just do it, just to check a box, you got to do it, because you're actually excited. And when you are that authenticity shines out from when you guys look, keep it with you. When you started with videos, how long until you know, people started talking? Months wise, weeks wise, it happened quickly, what did you see? What's the difference? We'll start from the beginning. Sorry, Christine.I'll say I started seeing I started getting contacted within maybe six was like six months. And then like when it happened, I got like three people all at once that were all people from out of state. And it was crazy, because they were huge leads, and I've since closed on them. And then it comes to kind of waves and then you know now lately with the market, I get a lot of people wanting to rent, just because they, you know, can't buy right now. But so the calls come in like waves and was super exciting when I got my first call from somebody from Maryland. And so I helped that family of you know, 10 move here and relocate. And it was pretty awesome. And we stay in great contact. So. So yeah.You don't accidentally find someone from Maryland. Like it's not how it was just a perfect example of how you attract like, people. When you got the couple from Maryland, you got us to go to breweries together.Oh, I talked to them all the time. Yeah, we don't go anywhere because they had little kids and like everything. But But yeah, we talk all the time.Joe, how about you?Yes, I'm just just getting past six months right now and got my first offer accepted from a YouTube lead just two days ago. But I've been working with quite a few and getting getting people you know, accustomed to the meeting with people that come here for the weekend. So I probably have seven or eight active buyers that I'm working with right now from from YouTube. But I would say right, immediately, I'd say maybe two months after I started doing videos, I started getting a lot of comments from different people within the industry here that hey, I see all your videos you're doing around town, they're really cool. I love how you're putting the city in a in a positive light. And I started getting more referrals from my sphere. I've never been this busy in the winter ever. You know, I've kept consistently between eight to 10 places under contract since November, which is much much busier than I normally am.Great point. When you're creating the content, this is the biggest thing we see is like people you don't distribute it without a point. Like no one's gonna see the videos. And so like, a lot of times I see like a lot of people will say, alright, I'm just gonna do YouTube. And if you don't get views on YouTube, then it didn't work. Well, the way the content you create on YouTube will determine whether or not you get views on YouTube. Not that it's YouTube. Like you have to create content people search for on there. But regardless of what you guys are creating, you're always putting in front of your ongoing networks. And if you focus on building your brand and your channel at the same time and not just one or the other, you double dip exactly like that. Christina, you're new to your area. Right? You were new to San Antonio, you said three years ago. Yep. So you didn't have quite a referral network to go into you're much like what I'm going to be dealing with here. All my friends here in real estates, I can't really sell them houses. I'm gonna go I'm gonna have to go cold Legion like and I'm gonna have to go all in on the YouTube side of things. So tell me about what happened. And as you start to develop new friends and family new people, you building the list, you nurture them, are you getting referrals? Tell me what's happening with that?Yes, um, so yeah, so obviously it didn't have any friends didn't have a sphere didn't have any of that. So everything was pretty much you know, busting my butt to do stuff, you know, by Lee not buy leads, but lead gen all that sort of stuff. But once I got into the video, things started to really kick off putting the videos out on Facebook. Right there people remember Oh, hey, you know you're doing the real estate I forgot. You know, you're so brave. I can't believe you're doing that a lot of realtor friends of mine, from even college that are just getting into real estate, say that, you know, I need to do that video stuff. And then like, you know, my husband, my husband works with the military, I get a lot of military referrals. You know, we're very close with military. And now I've built friendships, I've built relationships in my neighborhood, I'm very involved in my neighborhood. Ladies Night, you know, I'm always at ladies night, every single every single week, not even thinking about real estate stuff, but we're always they're always talking about it, you know, asking me like, so what's latest gossip? You know, it's so and so I heard yourself in their house. And so I'm like, I'm not saying anything, you know, kind of those type of things. But, um, but yeah, they're really starting to roll in now. So it's really cool.He is like, you gotta keep building the list, though. And even for you guys, like you guys can't stop building those lists, because you hit your own glass ceiling. Everyone's always like, oh, I want to do more and more deals will double your database. It's very simple. The more people who know how you do the more referrals in a business for you to get because 80% of them are gonna use the first person they meet with. So it's either gonna be you or somebody else. And if you're keeping your content in front of them, yeah, you get that little people tend to look up to you like a celebrity status is different. You feel it when you're meeting with people. And they'll be like, Oh, I seen your videos, and you're already they already like you because of it. You don't know what it is. Have you guys felt that? Sorry. I call like the unfair advantage. And you feel like they think that you're like, dude, I'm just a fucking human being like, What the hell are you talking about? I'm fine. Like, I just shot a video, bro. Like, chill the fuck out. I had a girl.Yes, it happened to me.I had a girl asked me for my autograph right before COVID hit. I was doing a an event in. In South Florida two weeks before the pandemic hit. I was doing a lot of speaking at that time before the pandemic came. But she came up and she goes, I get your autograph. I'm like, give me your autograph. Like that is just insane. And that's what happens to a lot of the content. There's a dude out here. He's an exp. Guy's name's Kyle whistle, shout out to Kyle whistle. He's been doing video forever. But the way that he heard him say something that really stuck out, he says, my videos are like my employees because they're always on 24/7 working for me. So when you have your content sort of everywhere, people you don't know who's watching them. And folks, it's not the number of views that people who watch your videos all the time. So often I see Realtors gauge the success of a video campaign by how many views they get, which they're really doing is they're engaging the success of their campaign by how much their egos been stroked. And there's a major difference in that. And it's my strategy. So important period. If you don't have like, You got to be excited about it. You got to know why you're doing videos. But know the different types of videos to create for that. That's the number one thing I see so many agents. Why is it my real estate content getting 300,000 views on YouTube? Because it's fucking boring. I'm sorry. Right? Does it mean that video is not worth doing but it there is you have to take that stuff into consideration. Real Estate content, I got a ton of it. My least engaged stuff. Even my video marketing contents, my least engaged stuff. Right? The Matrix video we did was funny, it was fun. That thing rocked because we did something a little bit outside the box. But I just talked about, hey, here are the top three tips to do video marketing. Sorry, most people are checked out. So it's not it's not just in real estate. It's in my business. Anytime you talk about work with the people you serve, you're sort of being checked out.Well, yeah, I mean, like, they've already done a transaction with you at this point. Like they don't need to the market update every week. They want to know what else cool is going around on around town like and, you know, I think that's a good strategy for anybody to if you want to get to talk to you know, places that you know are popular in town already offer to give them some free publicity, right? Like you're already a fan of theirs, you're trying to take their fans and convert them into your fans as well. You know, get this restaurant that you love in town that has 10,000 followers on Facebook. Oh, you know go there all the time. You know the owner go talk to him. Yeah, you can get him get her or him on video and talk about how awesome they are and don't even talk about anything about yourself because you're associated with them then and people are gonna like you because we have the same favorite spot.What do you guys like doing the most out of your personally? What do you what kind of content do you like creating most Joel then we'll go to Christine next.I don't know. I mean, like I have a bunch of stuff I wanted to do and you kind of kept me in check and said like, hey, you know, stay on this YouTube plan first to go ahead and get your regional terms knocked off. And that's been huge, because I really didn't want to do that like pros and cons of the three different cities around me but those have done really well. I've enjoyed now bringing on a team member being able to banter back and forth with him a little bit because that puts us both at ease. But I'm I'm looking forward to Getting out more. Now, once we have our local area knocked down on the YouTube stuff, getting out and talking to people within the community about people that are doing good things, you know, just kind of bring positivity to the area.I like business owner interviews personally. So like, that's where a lot of if you're looking to build like a local audience, like you'll meet the business owners, brewery owners, like I'm gonna do a lot of breweries, because I just want the relationships, you know, I just want to go in there and get free beer, invite my friends, maybe have a client party there and all that. And at the same time, once you start nurturing those people, we've seen people like literally hijack clients from other agents doing that. They say hijack meaning, like they don't use that other agent anymore. It's because you're creating TV commercials, but those videos aren't going to perform on YouTube. So a lot of people won't do them. It's a totally different strategy, guys. Christine, what do you tend to gravitate towards? What do you like?Well, you know, me, I'm the shot type trying to get out there. Also green screen, so don't get it twisted people. I still can't get in front of everybody. Um, you know, I'm in huge in the brewery industry. And so weI've been begging Christine to get up, give me some brew tours. I'm gonna do it. I'm gonna do it. I'm not your deal. Christine. If you come up to San Diego, I'll take you to a brewery and we'll shoot a tour together. And then I'll train you. I'll train you at the same time. And we'll go ahead and do I'll give you a San Antonio. Welcome San Diego, we'll do the San brewery tour only under the one condition. Two weeks within the time that that video publishes. I want to see your footage in our folders on your own movie tour.I will call my friends that are brewers right now that own these breweries and I will seeyou Burke's hold you guys hold it. I call them forks. Forks. You folks heard it here first. Sorry. Had a little tongue twister there. What else would you guys say for you know what else is struggle wise over overcome wise like what else do you guys think you could share that anybody else would? Maybe questions you get think challenges you've overcomeit guess you know first like you may not even really want to reach out to somebody see if they want to talk to you on video cuz you're like, ah, you know, haven't really done anything yet. Listen, like it's your you're genuinely trying to help them. It helps you in return great. But as long as you're genuine in your requests, like, hey, you know, I love your spot. Can you want to talk about it? Most people even if they know you're not getting 1000s of views will say yeah, man, come on. Let's do this. You'll never know anything until you ask. Yeah, take that first step.Yeah, what do they have to lose? You're giving them free publicity? Exactly. Yeah,most most businesses are in and once you do a couple, like they'll come out to you trust me, they'll reach out to you. But it is easier once you have the first one or two business owner interviews because once they see I'm like shit, that looks pretty good. And then like, yeah, I will do that on my on my, on my business. What they don't want is like the first time when you don't have content business owner might be like, what are we really gonna do? The things are gonna really put something together. Is it gonna look legit? You know, and they're a little worried cuz I waste my time. I'm busy. But um, yeah, it you're right, it does. Once you have a couple of gifts, everything gets easier. But that's how anything goes. Once you do a little bit of anything, everything gets a lot easier. I like it guys. What do you guys gonna do next? How many are you currently doing per month? And Christine, you're doing like, you're averaging like one a month, one to month, not creating 10 to 20 videos a month.I was I was doing really good. And then I you know, the content gets dry. Right? So you gotta you know, it's hard to write, keep writing, you kind of rewrite the same things in different ways. Like you said, that's how you got to do it. I get it. But I was trying to gear towards like, where I like to where I think there's not a lot of content out there, which I need there needs to be is where I live in right outside of San Antonio. Yeah, it's a huge area people coming in. So I'm going to start focusing on that area and see how how things change for me.She's located in the northern suburbs, right by Bernie, Texas, correct?Yeah, I'm in Bernie Texas. Yep.So if you guys have reloads. I know half of the state of California is moving over that way. So feel free to contact Christine. She'll put her info on the show notes. And I'm sure we'll plug it at the very end here. Joe all by yourself, what are you gonna do next?Now I'm now that springs flowing around and grass is green it up? I'm actually I want to talk to you about delving into my golf background a little bit more. And doing some you know, some people are gonna think it's goofy shit, right? But talk about things that are fundamental to your, you know, tying in fundamentals for your golf game into the home buying process, you know, starting up good foundation, things like that, you know, find ways but also want to do like top three golf course communities in and around Winston Salem, Greensboro. because, you know, that's completely subjective, right? There's going to be in my eyes like what golf courses do I love to play where what neighborhoods do I like to I don't probablydo good on YouTube too. It's just golf, golf community tours that you can literally do. So here I made a deal with myself last night, I was up till 3am. So I have these big bags under my eyes. I was one working on my funnel, but to I couldn't shut my brain off. And once a month, I get into like this weird stage where I just stay up on that and can't sleep. So I'm just thinking about different things. So why part of the reason I had that anxiety was because I was like, I really because my YouTube channel is not fucking kicking, I don't have enough content, right? I told you, we were just talking about this pisses me off, I'm like, I need to get business yesterday, I've only been licensed for 10 days, and I'm pissed off already. So I got a, I made the commitment to myself last night, I'll make it on the podcast. And I'm gonna start publishing all of the content, just like I publish my other content. And I'm going to go and do a ton of tours and brewery tours. And I've committed in my head to have my own content a two to three per week. For my real estate business, it's a lot. But I'm going to perform a case study I myself live as a brand new agent with no business, no friends, no family, no aunts and uncles, no past clients, and no market. I don't know anyone in but real estate people. And if my gut is correct, within 12 months, I'll have a team of 10 people. The only way that's going to happen is you're consistent communication to the same audience and brand over time. That's it. Video is just a way to meet people online without having to meet them in person. And if you're an introvert, that's like the best fucking thing of both worlds.Yeah, I think that's actually something that it's funny, you bring it up like I am. And I'm definitely not the most outgoing person out there. And my wife is a hermit. So we really don't get out. I wouldn't say like I would not is is the golf course. And in video now, that's where I meet people. And then the other thing I want to tie in like, but the two things that I enjoy doing most outside of work is golf, and hanging out with my kids, like so places that I enjoy playing and play golf. And where do I like taking my kids? Like, where's a good place? The family places around town?Work? I like it. I like it, Christine. Yes. We'll get you we'll get you outdoors. Whatever that that first video, we'll post it here, we'll send out to our clients to we'll send it out to the email. So make sure you guys subscribe the show here. And you'll be seeing Christine doing her first business interview. But here's the thing is that you have it doesn't matter. The answer doesn't matter. Joel's not writing either as Christina, neither mine on what our strategies are what's right is you have to do something you're excited about. Right, and then do it consistently. Agree, mine is going to be very San Diego transplant like and I'm just going to tell my story of my five year journey here, which will be really authentic. And I know I'll connect with people that way. That's how I could create content. What I can't create content on is the cost of living. Because even though I've licensed I don't know the cost of living entirely like I did in Chicago, Chicago, I could name off top my head, but I'm getting new brand new market. So be interesting to see where the next 12 months takes us. Folks, I appreciate your guys's time, I think you guys gave people a lot to think about you guys have any other closing thoughts you want to mention. I'll start with Christine first.I would say if you been thinking about it, and then you just need to do it because it's well worth it in might make you feel comfortable if teams amazing. So I have zero regrets. And I have no plan on leaving.I appreciate that. But folks, it's not whether you do in me or not. This isn't a buy my shit pitch even though if you want to I will take your money, however, and I love your business, but get on it. Like it doesn't matter what you do with video. But like I said before, if it's not you somebody else's marketing and infiltrated your network on a daily basis, many times depending on your market, it's in the form of huge ibuyers Discount companies and big Wall Street companies have a lot more money than you. And your personal brand has never been more important because without one you won't last in the damn business. Joel, you're up?Yeah, I would. I would say the same thing. I wish I had started this when I first got into real estate four years ago. You know, I wish I'd done it from day one. But I will say I'm gonna go ahead and teach your own horn even if you don't want me to. I think that you've done this before, right? You were a real estate agent. You're getting back into it again. He understands how to do it. If you're thinking about doing video like this team's extremely easy to work with. And I don't even have to run Facebook ads. I do it all for me now. I like you're going to get busy if you start doing this and you need people like Mike and his team to help you get it out there.I appreciate that. And like I said didn't need another plug but I do appreciate that Dude, this isn't rocket science video makes you more popular with the more attention that your brand has, the more people you're going to track. There's someone in your market right now, regardless of where you're at, you're on the treadmill, wherever you're doing. And there's some dude in your market or some chick in your market and you're like, What the hell is that dude, or that chick doing that? You guys probably have this person in your brain like, how how's that gonna kill me? Like he's crushing me right now. Or she's crushing me. They're a moron. The only difference between them in any of us or any of you listening right now is that they have more attention than your brand currently does now doesn't make them smarter, better, bigger or better. They just have more attention, aka popularity. That's all video is don't approach it with Legion. Second, you do. The second you will not last long term. If you approach it in the long term. Tortoise versus hare analogy we presented today it'll always work. Folks want to go ahead and if you guys have clients or referrals, Winston Salem, Greensboro and there's another one there that try it on Greensboro, high point, high point. Okay, so Joel, you go first and then Christine, you go next, tell them where your sights are, they could contact you. If you guys do need any relocation clients, you couldn't be in better hands. They do a lot of these already serving these types of people from the YouTube channel so they know exactly what they're doing. And I'm sure you guys would welcome the referrals if you want to go ahead and plug your stuff right here.Absolutely. If anybody has anybody moving to the triad area of North Carolina, Greensboro, high point, Winston Salem especially, would love to help them Joel Sam man phone numbers 336-582-9210 And website is Sandman Realty and C as in North carolina.com.Cool Christine floors yoursall right. Anybody relocating needs any help I also specialize with the military PCs assignments, things like that. In the San Antonio surrounding areas, Bernie any any area around there? You can find me I my website. Yes, but you can mostly find me on like Instagram at C Johnson 1006. Or you could call call or text me at 443-878-7772Cool. Thanks, guys. And thank you for listening another episode of the real estate marketing dude podcast. Make sure you subscribe, leave us some more reviews and connect with us on social and like you heard today. Get on video guys. I mean, I don't care if you do it with me or anyone else but I'm just telling you, personal brand is the most important thing we have. It's the only thing that we have that as a survives any type of correction or any type of a market that we survive in because real estate's always being transacted. But what type of real estate is being transacted will differ as the market changes. So thank you guys for listening and make sure you connect with us on social YouTube. I got this tick tock started a few videos back again it started again in April we're delayed but I'll have that up to appreciate you guys love you have a good one. Peace we 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.

Why are you helping everyone else make money and then not doing it yourself? An area that people struggle in a lot is investing, and that is exactly what we're going to be talking about today. More specifically we'll be talking about making money in land sales. Today we have on an expert guest, Brent Bowers. He has a company called land sharks, and he's going to walk us through how the fuck we split land, how we sell land, what the fuck we do with land. Over the last seven years, Brent has been able to build a business that generates upwards of $50,000 – PER MONTH – in passive income. So, let's hear what the expert has to say!Three Things You’ll Learn in This EpisodeWhat land sales is and why they matterHow to generate a passive incomeThe risks of flipping and how to avoid themResourcesLearn more about Brent & His BusinessReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:What's up, ladies and gentlemen, welcome. Another episode of the real estate marketing dude, podcast folks we're gonna be chatting about today is doing things different. It's what we chat about in every single episode that we have here. And when we're gonna talk about doing things different, we're going to talk about investing differently. I get a message we get a lot of people asked to be on the show. And we turn most of them down unless they actually have somebody that like is superduper. Interesting. And who we got today is that we often hear, and just a couple of weeks ago, we actually had a show on how agents are going to plan their retirement. And then what are you gonna do when you think about retiring? We had a show a couple weeks ago, again, that said, Hey, why aren't you investing? Why are you helping everyone else make money and then you're not fucking doing it yourself. So one of the biggest struggles and what I'm excited about today is that this is an area like I used to dabble a lot in investing, and I'm trying to get back into it, to be honest with you. One of the areas I never knew how to make money in was land sales. Like how do you make money on vacant land? There's no income producing, what are you going to rent parking spaces? How do you do it? You subdivide it. And it's just a topic that a lot of people don't traditionally talk about. But today we have on an expert guest this is all this dude does. He does land sales. He has a company called land sharks, and he's going to walk us through how the fuck we split land, how we sell land, what the fuck we do with land. And we're going to learn all about land sales. Agents, listen to me. If you are not adapting an investor friendly mindset, you are going to be losing business, it's period. Just real estate license only gives you the permission to legally collect money, it doesn't earn anyone's business, the more knowledgeable you are on different facets of business, whether you're investing whether you're cash flowing, or you're helping the traditional residential home buyer or seller. The more skills you have, the more you get paid. And if you want to get paid in the future, you need those skills. So without further ado, let's go ahead and introduce our guest, Mr. Brent Bowers. Brent, what is up, dude?Hey, Mike, you know, I'm really excited to be on here. I know, when we first jumped on, I was like, What the heck, this came on my calendar. What is it now? I'm really excited. I love the energy, like you're good at what you do, sir. Thank you. So I'm fired up ready to go to talk to some real estate agents and some investors and lenders. You know, when I was a realtor, I remember like, it was a constant treadmill of deals. And after I got that, that person that are home or or sold that person's home, or I was even driving tenants around back in 2008, when I was a real estate agent, a real estate agent, but it was a it was a transaction treadmill, I like to do stuff that I get paid for a very long time on, you know, sometimes 30 years. That's my preferred method. So that kind of changed. My mindset changed a little bit because I worked we worked our butts off, as well. I used to work my butt off as a real estate agent.Yeah, it's nonstop. It's the peaks and valleys and you're up and down. Stressful every month, a new month. It feels like fucking Groundhog's Day. I mean, it really does. If you guys have ever watched that movie, you wake up like Oh, shit, this transaction goes and you get another pain. Yes client and you guess what, you just do it over and over again. But a lot of real estate agents start off in that position. And then they venture off into different things. Like I ended up as a fucking marketing dude. You know, I sold real estate for 18 years did a lot of short sale, investing and all that. And there's different avenues that a lot of people or industry move on to because they let's be honest, they burn out in the real estate industry. Tell them a little bit about where you're at. And then I want to get into about how you got into lead. So you were a real estate agent, but give him your name. Tell them a little bit about your first and then let's get into that.Yeah, I bought my first Well, I got my real estate license in 2007. I actually thought I needed a real estate license to be a good investor because I was like, I'm gonna get all the deals as they come across my desk. Well, one of my sister agents listed a house and I put an offer on it. I thought that's what we were supposed to do. Because I was gonna be an investor. So I put the offer on it. They accept it. I need the earnest money deposit and this is 2007 I wasn't like rolling Joe, I had a lawn and landscape company and I went to get my real estate license and got it took me three times it passed that freakin test by the way, that stuff is hard. And I had to borrow the earnest money deposit from my grandma. And I got paid a commission to buy the house, which is I mean, I got paid to buy real estate, you hear about that in the seminars, you go to right? And rented it out. And then 2008 kicked my butt by 2009 to join the military because I wanted to go back to school kind of start something new. I got got in my head that I like, why can I Why should I be able to be a success in real estate? Everyone else is failing at it right now. So I got that in my head. And I quit. join the military. I'm in Afghanistan before I know it, and then back for a year and then back to Afghanistan. And they pulled me out to send me to college in 2013. Well, I still had that real estate bug that itch the entrepreneurship edge. You know, I was renting a house from a guy. And it was beautiful from the outside, but the inside it's just like stunk like cat pee, because he'd never changed the litter box. Sure. I was like, This guy is renting a house for me. I'm paying him $550 A month. I'm sure his mortgage is like 800 I'm gonna do this myself. I'm going to buy a house next to the college and rent out three of the rooms and make money. I didn't realize it's called House hacking. I'llsay I can Yeah. I love it. Thank you for your service. First off, we appreciate that. Every day, especially nowadays, with all the craziness going on. In 2009 Were you like, getting your ass kicked by the market? Like fuck it. I'm gonna go to the military because I don't I was gonna go on because at that time the world was burning.Got it, Mike. I was getting my butt kicked every day. It was so bad. I went from owning a business, a real estate license. I have a rental property. I'm married. Yeah. And I had to move in with my in laws because we couldn't afford our rent anymore. Because we moved over to the coast and I'm now humbled. I'm starting to think like, I suck I need to do something with my life. So I did I joined the military got really humbled when I went in as an E one getting paid nothing. And I was like doing little extra things in basic training like making the beds and pulling Fire guard and just making a little extra money here and there to send to pay, you know, my back debts like I was I owed money. So 2013 Things are on the rise again. And I got some equity pretty I bought the house at a really good price. I pulled out the equity with a VA streamline bought another rental use sweat equity to build that rented it out. And now it's time to move to Colorado. So I basically bought a house there for us to live in me and my wife and then bought a triplex with the equity from the other properties. But one thing I found out was like buying all these rentals with value add needing fix up, you go in debt pretty quickly. Like I've now maxed out all these credit cards and Home Depot card and student I used student loans to fix up houses by the way.Yeah. Gotta do what you got to do, man. Yeah.So I'm like, Okay, there's got to be a better way. So I start Wholesaling Houses, like getting them under contract at a discount and then selling the contract. Well, the problem with that was you had to spend time with these sellers and figure out what the problem was and solve it. I'm an Army officer, I'm working like 13 hour days. And I was still searching for answers listening to podcasts like you know, the the marketing dude like this stuff like this, like searching for answers. I heard a guy doing land and I was like, No one does land. I'm driving by land every single day and I don't realize a way to make money on it. And I heard of what he was doing. And I was like, You know what, I'm avoiding mailing the lands. So I started mailing the land. Immediately. I was mailing the tax delinquent list, the county held tax lien lists all the list. And I just blasted out 680 postcards, got a bunch of phone calls, did two deals within two weeks. Each one netted me a little over 4500. And I was hooked. Interesting where we are today.Yeah, I bet you and if you guys aren't, like haven't chased motivated sellers before most people will go target. You know, you pull up tax records, and you look for distress points, whether it's financial constraints are whatever it may be, right. But nobody fucking mails the landowners, unless you're a developer, right? So like, but traditionally these people are getting if you if you know the space, these people get bombarded by everybody trying to buy their house. So whether you're an app if you're an absentee owner right now, you're getting a mailing piece a month, no doubt because that's that's whatever, that's whatever. Yeah, that's what everybody does at least one but you're probably getting one from like four different people, especially if you're like in Phoenix or Florida, or some of these crazy markets right now. But yeah, that's interesting, because direct mail you guys are still the number one way to reach a lot of people because it'll get 100% deliverability rate you're you can't say that for any other form of communication or channel to reach and it's tangible so people see it just but really quickly as well. I mean, guess what's on the card. I'm guessing the postcard said, hey, I'll buy your piece of land.You got It's like, Hey, my name is Brent. If you'd like a fair cash offer for your land, call me.You don't have to get super creative because everyone's always like, what's the content on the cards? If I'm going to direct mail be what's the contents like knowing dude, you gotta realize you cut right to the chase. Hey, I want to buy your shit. You're interested call me. Here's my fucking cell phone number dude, you know, like, like, and then the more unprofessional works, the better that usually the stuff on direct mail works. Alright, so whatare what happened? I might use that. That's amazing, actually. And it's handwritten is Oh, yeah, three, three and a half by five, like the cheapest card you can get. Um, so the first one, I had no clue what I was getting into. It was two lots on the side of a mountain looking at, you know, the Pikes Peak National Forest and Palmer lake. So me and my wife drive down there with our newborn baby, and I'm like, this is beautiful land. And guess what the seller told me he's like, look, it's yours for $285 Take it off my hands. And this guy was no dummy. He was a CPA retired. He's like, I traded this like 10 years ago. I'm ready to be done. Like get it off my hands. You already $5 You bought the land for you got it, Mike. Got it. So I'm like, Okay, I'm second guessing myself. So we drove down there. I'm like, holy cow. So we found that it wasn't buildable. Because there's only one ingress egress. The firefighters won't let you build because like they can get pinned down. And the city is not letting them build a road over the railroad tracks. So I call the first real estate office. I see. I'm like, if anybody knows it's gonna be the real estate office right down the road. Well, long story short, that realtor ended up making an offer on it. On the spot, basically, I was like, hey, what's the blowout price? How can I get rid of this for on the MLS? Can you list it? She's like, maybe 10 grand. And she goes gave me the whole backstory of that area. Like she was educated on it on a Saturday to this woman is a rockstar. So she called I hung up with her. I thanked her for a time I said, I'll let you know when I own it. So you can list it. She calls me back within like five minutes and says, Hey, Brent, what if I bought it from you? She offered me five grand for it. And she said I can close in a few days. I was like, please send the contract deal. So I paid the seller on Tuesday got my $5,000 Check on Wednesday, it was that quick. And I'm like there's no way this could be that easy. And did another one a week later. And that same scenario. Very similar, not accessible, not buildable surrounded by if you notice I'm talking about like very inefficient land here when I'm starting out. And no one has ever mailed these guys. So that's why they're like, just take it like this one was 500 bucks, almost five acres surrounded by a state land which is a beautiful area. I put it on Craigslist bought on Saturday for 500 Put it on Craigslist that night, sold it on Sunday for $500 down, I got my investment back out of the property. And then $400 a month, and I now had passive income. My paradigm shifted. Because of this time I'm ready to go the military. I have a wife, a brand new baby, and I want to be home more often. Sure. Um, because I was always gone, always deployed, always training and that's not good on a marriage. And I'm missing my son. Yeah, um, so that gave me $400 A month it paid my truck payment and I was like I told my wife I was like, if we can just keep doing this. If we do this 12 times that will cover our entire outgoing each month that's that's gonna give us magistrate resilience.You're holding the paper, you're calling around selling it and you're holding paper and people are paying you back. Yes, sir. Love it. Wow. All right. So let me I got a couple questions. I know a couple of people in New treadmills. Like what the book Bub used to lose $400 Alright, so let's start through and just look at land in general. So overall, is a strategy here, that you guys have been using or you've been using is, is you find people who want to sell land, they're probably gonna do a little bit of a discount, and you just turn around and bring it to someone who's more knowledgeable in the area, and then they sell it. Or is because it's cheap land like what how, what are the price points? Like what do you shy away from? Are you only buying land in the hundreds of dollars range? That makes a lot of sense to me, cuz there's probably a lot of those. Or are you buying land like, Are you searching land for 300,000? You're looking lots and all that stuff. So where does it started? What type of land because like in real estate, we could go condos or we could buy townhomes we could go single family homes, we go multifamily. So what type of land deals do you go after them today,I target the entire county because here's the thing. The ones I stay away from are the ones that I can't get at a discount and sell for a profit because that's at the end of the day. All I'm doing is buying it for one price and selling it for a little bit more. And I love holding up the note because that gives me time freedom and gives me passive income. Some of these I've sold on 30 year mortgages at 9% interest. I mean if you get a $200,000 mortgage from the bank at 6% interest, you keep it for 30 years and never refinance. You're paying back over 420 Like that's compounding interest working for you. That's a retirement account basically. So I target the entire county because it allows me to build a buyer's list in that county, because some people are looking for that four acres, some people are looking for that one acre, some people are looking for the 36, or the 440 acres. So I basically try and get every every parcel at a discount. My third deal was actually from a bank, the land with his 44 acres next to Schriever Air Force Base in Colorado Springs, in the banks, that bank wanted, like a lot of money for it, but they had that they foreclosed on it, basically. And they are behind on their taxes. That's how I found them. And I wanted it for 20 because I was so nervous. I didn't know I didn't have 20 grand, by the way. But I was like, Okay, if it's worth maybe 80 I'm getting it for like 20 cents on the dollar, or maybe what 2040 6080 I'm getting it for like, cheese 1/4 of what it's worth. Sure. So I can go for 20 About a month went by and they find is like, dude, listen, Brent, you want the damn land, it's 25,000 Sign the contract, and we'll do it. Well, this was a Friday night, like, whatever, I signed it, and I didn't sleep that night, I was like, This is crazy. I don't have $25,000 They're gonna sue me, I'm going to go to jail, I'm gonna, they're gonna take my security, or they're going to take my my secret clearance away, because blah, blah, blah, I had all these things going on in my head. And fear and doubt what I did I remember one of my coaches telling me if you ever get a piece of land under discount, or under contract at a discount or house at a discount, and you want to offload that contract, go out and put 33 bandit signs saying, you know, three to must sell your phone number cash only. So what did I do? I put 44 acres 38k had it under contract for 25. My phone number and I put those signs everywhere on a Saturday, and I got a phone call. First one was like, don't you put these signs on my property? Come back here are gonna call the police. So I got another phone call. And I'm now bracing for impact. Yeah. And the guy goes, where are you? I see these signs going up everywhere. Me and my wife sold our ranch in in Texas about two weeks ago. And we have been driving all over Colorado looking for land. And I see these signs going up. And me and that man met on the side of the road shook hands at $38,000 I had my buyer. I was gonna I slept so good that night, on Saturday and great what happened on Sunday? I got an even higher offer of 14,000 over what that man and I shook hands on. And now I had a crossroads. I'm like, What do I do? And I'm calling that Texas Texan gentleman and said, Hey, I know that we agreed on 38,000. I just had a $14,000 higher offer. He goes we shook hands on. It's like I know. I was wondering if maybe you wanted to split that 14,000 I'll give you seven grand for just meet me on the side of the road because that was life changing money back in 2016 For me, and he said no, I want the land. So I had to like swallow real hard. And I said, Okay, it's yours. And that was it. Like we just kept doing these deals over and over and over andover. Sometimes Karma comes back and pays you for though dude. Like one thing in real estate investing, like even we just do a lot of short sales. And we never took advantage of people. And I always kept our word. And I'm telling you guys, if you ever tried to pull it over, I guarantee you that God's gonna pay you back one day some way and never fails. It's common like, right, and that's good, good for you way to keep that. That's from the service for sure.That was hard. One of the hardest things ever did. Yeah. Well, thank God to this day, I am so happy that that's the way it worked out.So let's go let's fast forward today. Let's say for somebody that does have some capital, somebody that does have something to invest, where are the deals and one of the most lucrative I mean, it's really you're just buying low selling high. I mean, what do you turn down? What don't you do? And then how much diligence you have to tie in between like, do you do a 10 day? Contingency when you when you want to go out there and find the buyer? And will you ever close on land if that buyer is not located?Absolutely, yeah, we do all the time. Now I built up so much confidence in this like if you're getting something at such a margin of safety such a steep discount, 30 cents on the dollar 20 cents of the dollar, it's almost a no brainer, because Americans think how much is it going to cost me each month, not the total purchase price. So buyers will pay nine 12% and finances as long as you make easy affordable payments. Well I don't always have the my own cash my own cash to buy this. So like I just use my father in law to buy three lots. We are listing it with a builder and they're going to build to suit right on it. So that's one deal. We are buying 36 acres that we are going to develop and I don't have thelet's actually here's how they're gonna let's go through each one of those because I think if we apply the application to it and more of like a case study, I think they're going to get your out of this. Give me that first one that's interesting. The builder so you locate three residential lots. Yep. So your lease it to him and then he builds the suit but he's not having to buy their ticket on the land. So it works for him right? Got verysimilar. So we actually just went into a new market in Florida. And we got three lots under contract. And I I said, Look, we don't have a buyer's list in this area. So what I Googled builders, Palm Bay, Florida, this is the area so I called every single builder in that area and said, Hey, I've got three lots, here's the street. Let me know if you want them left a message. And some sent me their voicemails some some I text as well. If I left a message, I also texted them. And then some sent me like, hey, send it to this email. Well out of those like calling those 15 builders, one of them said, Look, I'm actually building right on the street right now. You can list those things with a house model that I do. It's an Eco Friendly House, they won't have a electric or water bill because it's all solar panel, yada yada. He said you can you could price I said What can I sell the lot for the actual land? He said 30,000 to two easy, no problem. Well, I'm buying them for 15,000 each. So I'm spending 45 We're gonna make 90 and I use my father in law. We're paying him 9% on his money for the next three months. And I asked us like what, what is the most amount of time this could take to sell it to someone that wants to build a home because there's only 300 houses on the market in Brevard County right now. And that includes multifamily duplexes. triplexes, mobile homes, manufactured everything. Well, there's over 800 Real estate agents in that market. So that tells me there's a demand right now for building. So we just bought them last night, and the builders gonna list them with his house model on them here in the next couple of days. And hopefully it's a 90 day flip, we make a quick 45,000. That's that case that we're doing this week.And they'll buy they'll find the end buyer That'll buy the lot, you get cashed out that the builder builds a house,and they're getting a bank loan called a construction loan to build their house.Makes a lot of sense. I like that a lot. Let's go through the second one you're going throughthe second one now I didn't start here. I like I got my confidence built up. The second one that I just mentioned, we're looking at 36 acres that a realtor brought me in Sebring, Florida right on a major major highway, US 27 North, it is already zoned and approved for RV lots. It also has nine vacant commercial lots that we could put site pads on. They just threw up a Wawa a half mile from the property line. So there's a lot of opportunity here. It's an old developer. And it's so funny how this is working out 82 year old developer, and he's got a lot of projects going on. And he's basically bringing in young people and money to help them complete everything. Well, long story short, the same realtor that brought me the deal. I call him on the way back from looking at this 36 acres. I was like I love this guy. I think we can figure something out. It's so funny. He actually just sold an RV park in the town. I grew up in Okeechobee and Joe is a realtor. He goes Brent, you know where I met him, right? I was like I had no clue. He was on that land in Colorado. I was like what land in Colorado, it was a piece of land that I wholesaled in Colorado five years prior, same owner. So it's just amazing how these things work out. So going back to that deal. We're syndicating the deal. We're syndicating the funds, we are going to purchase the land. And basically we're going to build these RV, this RV park is already bringing in income it's already got an RV service centers already got storage, it's already got 17 RV spots, bringing in income, we're just gonna expand the footprintbecause when you have the land you can act as the bank on other people's money guys, that's what he's getting at if he just locks in the land, and you're just brokering it. Like the agents and that's where I think that's a really interesting niche because like the agents, the vast I'd say 99.9 agents don't know anything about land, but about 30 or 20% of them will have people that would want to buy it. They don't have the education to take the land down themselves. But if I was an agent, I probably be the number one listing agent in the area because I would have every listing I go to every single builder with land OPERS opportunities and then once I have all the listings I'd also have all the buyers that'd be controlling my own inventory. Think about it folks. This is what you have to do in this type of market in a tight inventory market like this you cannot just wait for houses to come on the market. You got to go manufacture deals. This is how you do it.I love that man that's that's amazing. You got my wheels turning mikeso there's a lot of opportunity here what let's get let's flip the script. Let's do some pitfalls that could happen and buying land because not everything is all peaches and roses all the time. Oh yeah. So what's some shit we need to watch out for? What do we got to be on the lookout for that we might get our asses kicked to say the least.Let's talk about my sixth and seventh deal. or maybe my ninth or 10th It's a little fuzzy at this point, but I got a little cocky probably wanted to get probably wanting toget it out of your brain. That's why you get a couple kick back and forget about that bad memory. Right?Yeah, I started getting a little arrogant about it. And I'm still doing my army officer job, I think we're have we're, you know, I got my first kid. And we're about maybe my wife gets pregnant again, with our second baby, I really enjoyed, like the success we're having in this, I'm like, so happy, I'm not having to deal with houses that much anymore. And I just start buying land sight unseen. And I see it's assessed for, you know, 3600, I'm paying half of the assessed value. So I'm paying like $1,800 for it. And I see the county gives me a market value of like, 36,000. And I'm paying 1800. I'm like, no brainer, right? Well, there's things like treasures deeds, where people pay the back taxes for a certain amount of years, and they can take the land via foreclosure. Well, that's what happened with this with this owner, the seller, and they're like, Yeah, give me 1800 bucks, it's yours. So I would just like meet people with cashier's checks, just buying land, getting a quitclaim deed and not running title search and title insurance and getting a title insurance policy. And then I didn't go look at it. And turns out, it was like a huge crater in the ground and Woodland Park, Colorado. But I was like, it's a no brainer, like, right, cuz I'm getting it for 1800 bucks. Well, I start coming into play, I sold this thing for 36,000. I already had a buyer lined up. And we go to we go to closing, they were fine. They they're the ones that told me about the crater in the ground. They were fine with that. But when they figured out they can't get title insurance for the next nine years, because there's a cloud on the title like things start like, Okay, wow, I wish I would have known about this in the very beginning. And there's ways around it, we could have gotten through it with a, you know, you know, it's called Quiet title. But I didn't know that at the time, either. And the title company didn't tell me I could do that. So all these little things, it's like, okay, you got you start getting a little arrogant, and you start pondering and start learning your way. And it's actually they're all blessings, and I ended up selling that land for about $3,000. And I held the financing to get my money back out of it. But it could have been so much better. And you know, those little pitfalls by not running title searches. By not getting a title insurance policy by not sending somebody to go look at it, I could have hired someone on a on a Buy Sell group for 25 bucks to go take pictures, or better yet, that land specialist Realtor you just talked about my xao That's what we call.So do your diligence, no matter what pull title, get insurance full, full shebang. And that should be I mean, mostly real estate agents, you know, you guys have that in your ingrained in your brain, you should at least, but I could see, I could see that what anything else that you would advise that another pitfall was, you know, anotherthing is like, buying land, you know, know what's buildable, like know how many acres you need to be able to put a septic system like Colorado, you need one acre. Colorado Springs, you need 5000 square feet, to be able to build on there that's like the minimum footprint. And you have to be you have to be in front of the sewer lines and the water lines or you're gonna spend a boatload of money bring in. Like for things like that. Pueblo, Colorado, you need to know that it's like $35,000 for a water tap right now, just knowing little things like that, and not being like, okay, it's worth, it's worth 100 I'm only paying 20 It's a no brainer, right? Just knowing like, okay, who's my buyer? What's the buyer gonna want to do with this? Are they gonna want to build on it? Or is this like going to be an off grid cabin, like, I love recreational land and stuff that's in the middle of nowhere that no ever build on, but you got to buy it at the right price. And so I would say that's probably another pitfall just knowing what's buildable, and then higher is.And let's do that really quick. And we'll do one more and we'll get this rap. Recreational land land that's like that first deal. You mentioned like a land land that's in the middle nowhere that is not going to be anything built. There's not gonna be commercial built. There's not going to be a house built there any time. Who's the we're gonna unload something like thattoo. Well, that was that second parcel that five acres that was surrounded by by the state lands. That was actually right next to Fort Carson, Colorado, the army base, and just south of NORAD actually where they track Santa Claus. The guy that bought that just wanted a piece of land that he can go and sit in like a tree stand and watch the turkeys go by like the guy was like a nature lover. He and he knew the only way who's ever going to get legal access in and out of that that area ingress egress was by hiring an access attorney. And you can find those by you know, talking to the title company, he knew is gonna have to spend a fortune doing that. But that guy just wanted to be out and out in the wilderness. Yeah. Other people like You know stuff we bought in the middle of nowhere in Colorado, they just want a place they can go ride their quads or their dirt bikes or camp, or you know, you name it bring your RV type thing. And thestuff that's way out there you got a lot bigger buyers because you're dealing with like a $5,000 piece right? $10,000 $15,000 $12,000 not buying 100,000 or parcel land if it's a male nowhere it's it's low price. So you could the risk isn't as high for you to take it down. You could afford to wait six months to sell that land. If it's 1000 bucks, right?And you can get a longer contract like Hey, Mister, mister seller, Mrs. Seller, I get it. You own this land for 10 years, you want to get rid of it. I buy and sell land for a living my full time jobs to military. This is a way for me to make extra money. Is it okay? Do you have a heart? Do you mind if I have if I line a buyer up before I actually buy it from you? So I'm gonna need a 90 day contract to do that. Is that okay? I'm actually gonna market this thing all over like Craigslist and Facebook and Zillow. Is that okay? If I find a buyer before I actually buy from you, and then they come on my side. They're like, yeah, absolutely. We hope you can make some money off of this. And now I had 90 days to have a buyer lined up with $5,000 down and $200 a month for the next seven years.Yep, makes sense. I love it dude. I think it's very creative. It's great niche. What do you think your competition is in like a market like how many other people do you have? Let's just take like Fort Collins seems like you know that area very well. In Fort Collins, how many other guys or gals are there out there like you going after these lands? Like what would you guess? And then what is it like in Florida?You know what I say there's virtually no competition in this there are a bunch of there are several guys like me, I am training them. And I say there's virtually no competition because most people drive by land every day. And they don't see a storage unit on it. Or or multifamily or a mobile home park or house they can buy and flip. So they're driving right by it and not even thinking anymore about it. So the big institutional guys like with a lot of the pockets are not messing with it. But the guys that like I'm creating by teaching them with the land sharks, how to build businesses that serve us, our families and others. There's not a lot like one of my land shark students right now just got 28 Lots under contract in Colorado, that they're they're building right down the street from we're going to join venture, we're going to do the deal together. And we're both going to make a ton of money. And I wouldn't have ever found that land if it wasn't for that that amazing student going out and taking action and nailing and talking to seller. So you could squat up you can joint venture like you don't have to do all this on your own.Yeah, makes a lot of sense. Love it. Brent, why don't you go ahead and tell everybody if you guys like what we talked about today, check out what Brent does. He does. You guys have like a coaching program and training thing that you bring people I want you to go ahead and tell them where they can get more info.Absolutely. I'm a wholesaling Inc coach on their official land coach, if you're if you're looking at like trying to figure out more about this, you can go to YouTube and you know, search Brent Bowers, find me on YouTube. Definitely subscribe, trying to build that thing up started about nine months ago. And if you want to schedule a call, and see if this is a good fit for you head on over to the land sharks.comOh, appreciate it. Brent, awesome show and thank you guys for listening to another episode of the real estate marketing dude, podcast. Folks, if you're looking to build your personal brand with video, we will script that and distribute your shit for you. It's not very hard. We make video marketing very simple and turn you into a local celebrity in your market. And if you're sick of training and you're sick of going on Zoom training, why don't you check out the event we're having in April right here in San Diego. It's called the best real estate conference.com It's the best real estate conference calm. If you are interested in attending that make sure you use the promo code dude d U d, dude and you will save some money. I saved you some money on that ticket. Make sure you go zoom training is getting old. If you want to go back to live in training network with people like you just spoke with and heard from today. Do it live events. I can't tell you you always walk away with something. This is the one to attend. Thanks for listening to their episode, follow us on all of our social channels and keep leaving us reviews. We appreciate you guys and we appreciate you listening and we'll see you next week. Adios 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.

Welcome to the second training on video marketing and building your brand with video. What we're going to be talking about in this particular training is going to be how to script, distribute, and multipurpose your video content. If you did not watch the prior video, we spoke all about your video strategy and how important it is to dial in to the right one for you and why we're doing it to begin with. Watch that before you watch this one. So as long as you have, then we're going to go and get right on into it.Everything you do in real estate is content, whether it's listings you're taking, the case studies you're creating or clients you're serving, even just pictures you're sharing on social media, of really, really cool stuff, or it's blogs, or writing or videos we're creating. Everything you do is content and once you realize that everything you do is content you start realizing that the content you're going to create is going to be much like your own little HGTV series. Let's dive into that today!Three Things You’ll Learn in This EpisodeHow to make content creation easyThe importance of authenticity The best brand building toolResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 everybody, and welcome to the second training on video marketing and building your brand with video. And what we're going to be talking about in this particular training is going to be how to script distribute and multipurpose your video content. But if you did not watch the prior video, we spoke all about your video strategy and how to and how important it is to dial in the right one for you and why we're doing it to begin with. Watch that before you watch this one. So as long as you have, then we're going to go and get right on into it. So what we're really talking about folks is content creation, and we're going to go a little bit deeper than we did in the previous training. And everything you do in real estate is content, whether it's listings you're taking, whether your case studies you're creating or clients you're serving, or it's just pictures you're sharing on social media, of really, really cool stuff, or it's blogs, or writing or videos we're creating, like what we're talking about here, where you're creating neighborhood videos or other community information. Everything you do is content, small business owner interviews, it doesn't matter. And once you realize that everything you do is content. And you start realizing that the content you're going to create is going to be much like your own little HGTV series, right like last week, we talked about creating a show. And if you look at any of these shows on HGTV, they've already done a lot of the work for us. They've showed us what the appetite is for what people want to see on television. And because there's a whole damn channel dedicated to our profession, I don't understand why we overthink this so much the content creation should be really easy. And it is, but content creation around your personal brand, is what you want to dial in. Because that's ultimately what people are going to remember. So, you know, the reason why the first training we created this, this show is because it's just like we're creating an HGTV show, if you have a show, what is the purpose of it. And that's going to determine the content that you create and how you create it many times, because you're simply just the host. And these videos are not about you. You don't need to sell people all the time on real estate or mortgage or whatever side of the business you're in. But it is your job to remind them that you exist. So when you create a show, every time you're publishing or you're creating content, or you're distributing your content, it doesn't matter. Every single video people see will remind people that you're in real estate, so you don't necessarily have to hit him over the head with your calculator or your lockbox. So look at the content, you have an excuse to market your database and attract people just like you. That's exactly why we dialed in the content strategy. You know, we spoke about it briefly. Last week, you know, you have to be doing stuff that you're excited about doing if I started doing a bunch of cooking videos, it's not going to be that authentic, and therefore nobody's going to watch them. So the key is really figuring out what kind of content are you excited to create that you can see yourself doing long term and over time. Because once you nail that this should be fun, then the key is you do not want to make your content boring, you want to make it authentic. So where most people start is what kind of videos am I going to create? This is the biggest holdup? What do I say? How do I say it I'm too fat. I don't like the way I look or whatever it may be. But it's so important that once you define your strategy, first, you'll know how to communicate through your brand. That's the key of having a brand. You cannot build a brand without creating a bunch of content all around it. It doesn't go the other way around. Someone who's not creating content and not in communication with anyone and no one knows exists doesn't have a brand. But someone who's consistently creating content on a consistent basis, put it in front of a bunch of people that are responding and engaging with it. Well, you start to build one. So we'd like to build the show and then create content for the show because the show will determine how you create videos and they'll identify a way for you to find video styles that you like, so that you can run with it. Video is not lead generation and that's what you want to get out of your head at least in the way we're explaining it. I can create videos for leads. And I can do call to action videos and we do if you visit my site, you'll be retargeted with a few of them. Butit's a brand building tool. That's what we're using it for in the real estate industry. It's a referral based business. So we have to stay in communication with With our audience with our database with our people that are responsible for sending us referrals, repeat business and doing business with us in the future. That's what we're doing it for. Because if you stop talking to your significant other, what's going to happen, you're going to get a divorce, and they're going to cheat on you, when you stop talking to your database, the same damn things gonna happen. And you want to approach your video marketing campaign no differently than you would like direct mail farming. Direct Mail, farming has been around since the dinosaurs ruled the earth and how it works. I've done so many different podcasts with people all over the place. And I could tell you straight up, everyone has the same stats. And typically how a direct mail how farming campaign works with direct mail is, you know, you pick an area $200 $500, whatever it may be. And after year one, you spend a direct mail piece to that neighborhood and it shows up on their doorstep every single month. Year one, you might get one to two listings, your two, you'll see five to seven, your three, it starts going seven plus maybe 1012. And the reason why that occurs is because the people who live in that neighborhood, when you keep showing up and communicating with them. Over time, they start to realize and say, hey, that's that real estate guy. That's his neighborhood, he knows this neighborhood more than anything, then they start seeing your face and they start seeing your other content, they start seeing you in a grocery store. And it's consistent communication that makes the farming campaign work. Well, we're doing the exact same thing with video. But the only thing that's different with video is whom we're targeting, I would much rather target my database, my friends, family, aunts, uncles, anyone that has ability to do or, or refer me business. And that's going to come from the relationships you have in life. However, if you're farming a camp if you're farming a market, or if you could still farm with video. So you know, look at your audiences, like we spoke about last week, the primary audience is always going to be the people that know like trust and love you first and foremost. But my point is on this slide here is that if I did direct mail for, you know, 15 months, and I decided to take four months off, did I just screw up the previous whole campaign, probably, that's how important consistency is. And you'll never be consistent with video, if you're not excited about your process, or what you're creating content on, you'll push it off, you'll kick the can down the road, like so many other people do. That's why that first training was so important. So what we're going to do is walk you through a bunch of different types of videos. And then you can see what, what, uh, what they sort of look like. Now, I believe the sound is going to come on out here. And what we're gonna do here is walk you through just a couple different videos, and I'll sort of let it play in the background when we talk through it. But this is a case study, right? So how much house can I afford case study, this is a mortgage broker and a real estate agent teamed up together. And they created a case study on a client that they both helped out. And they just basically walk through the scenario, as you see right here step by step. They're in the Denver market. And oftentimes one of the things thatI can't stand personally with real estate agents is when they are always posting just listed just sold. It's it's not cool to brag about how much money you made. But it is cool to tell story about the people you served. So I just challenge you to if you thought about how much more attention would your brand get if you started saying, hey, this 45 year old single dad just got his daughter her first own bedroom and guess what they're owning, and his payments $300 less than it was when he was renting. Here's how that's called a case study. So you can create case studies and get testimonials on video, you can just tell the story. But there's so many different types of case studies that you can go out there and create. See a case study is nothing more than what every HGTV show is. Except those case studies are about 30 to 60 minutes long, their full out productions, we're doing the exact same thing, but anywhere between a four to seven minute video in this exact case. So what they're doing here is just walking people through just exactly how they created and backed into a monthly payment and helped out one of their clients and how they qualified and all of that. So it's very important that this could this style video could apply anytime you have a really cool story to tell. Right? And it's just an easy way to go off and do it. Now, as we go through these different videos, I'm going to give you the pros and cons of each of them. So these videos will have pros and cons to them. But regardless of what you're creating, everything's going out to your database and we're going to cover the distribution part. But you're always going to post content and make sure everyone that you know sees it. Then you're going to multipurpose it to other places and we're going to cover that but for this time type of video the pros and cons are, these are really easy to create, you know, you're just telling me the story that you got paid on essentially right? So you know it very well. Contents very easy to script, you could shoot these at a house, you can shoot these on a green screen, you can shoot these at your desk, the key is having the story and having the right, you know, format for it so that people understand it. And people follow it. It's very good for authority, it's good for conversion content, I love case studies, I'm like review pages on websites, very effective for that. And just think about when you hire a service, a lot of times one of the most visited pages on your site, at least mine is, is my reviews pages, because people before they schedule a demo with us for to interview us for their video marketing. They're also looking for to make sure what other people say about us. So for a case study the way you multipurpose this content down the road, it's good for core content, it's good for conversion content and our social proof. But don't expect a ton of views on YouTube. You know, if your whole strategy for video marketing is going to be I want to blow up my YouTube channel. Well, this is probably not the right type of video to do. Unless you have some really interesting things like dead bodies under houses. Really crazy, like ghosts in a house like that. Unless it's something compelling like that. Chances are you're probably not going to get a big YouTube following on that. So these are the different things you sort of weigh out when you're looking at, okay, why am I creating content? What's the purpose of the content I'm creating? Am I doing it to build a brand? Or am I doing it to attract new clients? But it doesn't? There's so many different ways that go that answer will be different for everybody. So let's check out another video right here. This is an agent Orlando. Orlando, colorful neighborhoods. You're ready, let's roll. So he has a series called touring for and then it named brand of his team, as you see on screen right here is the Rockstar home team makes sense for Rockstar to have a series called touring for, because that's what rock stars do. But because we've developed and identified what the strategy is everything he does will be on tour home tours, neighborhood tours, bar tours, music venue tours, it doesn't matter the themes been created. But he'll never run out of things to say, No, I love doing neighborhood videos, I love being on site. There's a lot of benefits to doing these types of videos. But there's also some pros and cons to them. So what we're going to do is walk you through exactly what all of those pros and cons are. So pros and cons for neighborhood tours now. So one of the best videos, you can absolutely do, no doubt. They can do really good on YouTube, if you keyword it correctly, and you cover a neighborhood that gets a lot of love and views. Well yeah, you could get 1000s of views on this. And on Facebook, people like these two people like seeing the tour, they like the personality to come out. So they do extremely well on both YouTube and Facebook in terms of engagement.Definitely one of the best videos to do. But the negative part about a neighborhood tour is it takes the most amount of time to create unfortunately, that's why we don't get enough of them from any of our clients. Because you're that video, you're going to go on the neighborhood, you're going to go on site, you're going to take us on a like a walking tour going to show us around different aspects. Now you can also create these videos in studio and in in, even on a green screen. But you got to have the footage or the B roll of the neighborhood to pull it off. So there's a lot of ways you can shoot these and get them done. It's all just based on comfort level but no doubt neighborhood tours neighborhood community videos are definitely one of the best videos you can do. Next one you see here is business owner interview. Somy name is Melissa DeSantis with exp Realty and welcome to another episode of mama three to find a one show that focuses on everything. Andso in this case, this is a business owner interview, you guys have probably seen some agents that have done business owner interviews. Now, this has another very specific strategy. I see these work differently in different markets. The key is what are the right business owners interviews to do for you. The show you're looking at right here is called mommoth. redefined. And obviously this is a pop up business and the Christmas season. So they redefine what they offer there. It makes a lot of sense to be on brand. But this is also the whole local celebrity strategy, right. You might have heard that term used in many trainings or from other trainers. They're teaching a lot of the same stuff that we do. But business owner interviews are great for brand. The key is to make sure you do the right ones. If you recall from the first training, we walked you through a couple different shows. Couple different you know show concepts. And if you're going to do businesses, well make sure they're on brand is on my only advice. So for example, if you were a military brand, make sure you do veteran owned businesses. If your brand is based on you being a parent or a mom or dad, make sure you interview kid friendly restaurants or kid friendly businesses or parent friendly businesses, if your whole brand is based on being a single bachelor, and all you do is Chase women, well, you know what type of content you're gonna create the nightlife, the nightclubs, the bars, and all of that. You see, what business owners you'll create interviews on are going to be based upon what your brand is. Remember, the videos you create, enhance your brand. That's what we're after right here. So once you dial in the show, you could see what type of businesses that you would cover, or that your brand would cover. That's the key for doing the entire damn thing and not running out of content to say, a very popular show that you may not may know of diners, drives and drives with Guy Ferrari. That's a food show. Okay, a lot of people have seen it on the Food Network. But what kind of food is he covering, he's covering very specific niche of food. He's not interviewing five star Michelin restaurants, he's going after the grease pits of America and hangover food for dudes. So it's very on brand for him. So you got to figure out what that is for you. So let's go through some of the pros and cons. Again, it's the local celebrity strategy. Really good on Facebook, just don't do boring businesses, like don't go out there and interview a mortgage broker, it's way too boring, or home inspector or an attorney, those things are just so boring, people don't watch them as much. But when you interview restaurants, or pop up events, or places people generally go for social or have fun, you get a lot better engagement, and you want to create the content on new places that open up in your community, or equally as the staples of your community. We've seen some clients get up to 10,000 views on Facebook, for business owner interview, and it's because community supports community. Alright. Now, if your goal is to blow up your YouTube channel, don't expect to do it with business owner interviews, that's just typically not the type of interview video that is going to get 10s of 1000s of views and just turn into a ton of business. It's just not the way that it works. I love the strategy for database nurturing, right? I love it for networking with future referral sources. See the business owners are just future referral sources. And when people say you want to attract your like client, well, you're creating content on businesses you support because you agree with their positioning. So of course, you're going to attract the same type of client because you're creating television commercials for future referrals. That's what these business owners do. They share the living daylights out of these videos, and they get you more eyeballs for you. So lots of good stuff with it. Just make sure like I said earlier, you keep it interesting. So let's go ahead and look at another type of video strategy, which is based around YouTube.So today, I'm going to share with you that good, no windyWelcome to the newest.So Stan is a mortgage broker. And he just moved to Wyoming, Cheyenne, Wyoming. And Isn't anyone there doesn't have a database. So it makes a lot of sense for him to go after YouTube clients. The name of his show is called why not? Like why not Wyoming. And everything around the content that he's going to create is going to be based to rank on YouTube. He's creating content that people search for on YouTube. And he wants to generate relocation clients which he will this strategy literally, he's already got 1000 over 1000 views on a couple different videos. And if you want to see you could just go to YouTube and type in living in Cheyenne, Wyoming. And you should see him pop up first right there and see all the videos he's created. He's only been creating content for like a month. But his goal is very specific. Right? He's looking for lead generation. So there's a very specific type of video that series he'll be running with. So let's go through some of the pros and cons on this. This strategy you may or may not have seen before, but as a couple people teaching it, we script that and distribute these videos for different people around the country to and I can tell you exactly what to create 99.9% of the leads that come off of these videos will be buyer relocations. And the reason for that is because when people are moving relocating one they're not being referred to anyone. And two, they're trying to get a visual cue of the What the hell's going on in that neighborhood. I'm across the country five years ago, and I found myself on YouTube, exploring what California and San Diego looks like and all of that, because I wanted to see what their real estate looked like, I want to see what the strip looked like on the beaches look like. So it's the same exact thing here, you want to do the exact same thing, you're creating a lot of content that is very community focused cost of living in top three neighborhoods in where to live in, you know, and you're doing this for a specific strategy. Now, I do love the strategy because I think if you get there first, and if your markets not that competitive, you could generate there's there's agents that are crushing it, and lenders are crushing it on the strategy, we have people there closing every month, multiple clients from this. So it's very, very effective. And the thing though, with it is that it's not the most fun, not fun, fun content to create. A lot of it will feel repetitive, you know, pros and cons of living in Encinitas, California. And sonidos, good, bad and ugly, moving in soon, it isn't the eight things you need to know. So the content, a lot of it will feel a little repetitive, but you're playing a different game, you're playing an SEO game, you're trying to generate clientele, from YouTube, in the strategies out of the bag, there's so many of these different videos that you can create, but they're all going to be focused around living in or moving to, or neighborhoods in, or tours work really good. With this as well. So it does feel a little bit repetitive. Now, these videos we see is that when a client's post them up on Facebook, and you're not sharing the YouTube link, so I'm not saying share the YouTube link on Facebook, you upload the video organically. They don't generally get as many comments as say, like a neighborhood tour or business owner interview would. But they're gonna outperform on YouTube all the time. Right. So we have a lot of people like to start with this strategy. But again, regardless of how we're putting videos on YouTube, but all of them on YouTube, you always multipurpose your content on YouTube, why not? But how it performs on YouTube will be totally different. It's all about what what type of content you're creating, and how you want it to perform. When you multipurpose it all the content goes in front of your database. But how multipurpose it is will change. The strategy won't be available pretty much in every single market. If your market is competitive, there's a lot of agents already creating this content, expect an uphill battle, you might never get to the top and get those results. But if you're in a market where no one's doing it, how, you know, I would do it in a heartbeat. If you have if you don't have a large population, don't expect 2000 200,000 views. You know, it's all based upon search, and then competition. But the strategy is very effective.So you're thinking about moving to the San Antonio area look for someone to give you the bottom line of what it's really like, well we excuse me for a second real estate cycles.So obviously, this guy likes to have a little bit of fun. He's hilarious. He's very funny on video. And he's creating real estate content, but he's doing it in a funny way. And this is the 15 buyer commandments not to do. So he's having a good time with it. He does a lot of green screen stuff. He's always dressing up in character, and real estate content you can have fun with but you can also keep it very professional, you don't have to do anything superduper crazy with it either. But there are pros and cons of real estate content. The type of content I'm talking about are going to be the closing costs, you know, city name closing costs, how to buy and sell at the same time, the home seller marketing plan, how to determine your budget, how to pick the right neighborhood, stuff like that your core content that you would give and say a listing presentation or a buyer's presentation. So let's go through the pros and cons of Korean real estate content. It's going to be the least engaged content you're going to get typically, unless you're doing stuff like that. Usually it's get the least amount of comments least amount of views on YouTube and Facebook most real estate content on YouTube doesn't show okay. The type of process like content I guess, don't expect your channel to blow up. Just getting out there and talking about real estate isn't gonna make you the next YouTube celebrity. In my opinion. It's a very hard battle you got to create people content that people are going to be searching for. However, it's really good for conversion and authority. This is the core content that's on your site. We have a lot of people create and even on our site, we created a buyer Learning Center, a seller Learning Center, a va Learning Center. Each of these learning centers have different videos within them a five to six videos per thing per Learning Center. And all of them are there just to educate. So this is the type of car to use over and over again, you send the clients when you're in conversation. So you use it as conversion, you can also use it on ads. And you only got to create this kind of stuff once, but it definitely you want to have this up on your site, I think is the most effective place to multipurpose it. Don't expect a ton to perform off of your YouTube channel. If that's the goal, that's not the right strategy more than likely, but again, doesn't mean you don't put it in front of your database as well. So point being is that those are five of the most common types of videos people do. But there's plenty more you could be doing react videos, you can be doing, like real estate, what you get for the money videos, you could be doing blooper videos, there's no shortage of content to create. But you'll get an idea off of how that part works. So what we're going to do now is focus on how you script for a little bit, and then we're going to get into content distribution. And then we'll get this training wrapped up. Because the next question we always get as well, how am I going to script all of this different type of content like, this is crazy, I can't script all this stuff who's gonna write these for me? Well, truth is, is that I'm just going to walk you through the basics of scripting, and show you sort of how it works. But you probably already know how to do this is the truth. And when you're creating content, and you're building a show, in this way, your your scripts are going to have a format to them. Remember, we're not selling your stuff. But every video is going to have the same components to it. And it's much like how you would write a letter or how you would write a book report or an essay even. And I want you to go back to the time and think and remember back when you're in school. And when you're in school. Your teacher. If I was writing a letter, my attention getter was dear Mike or Dear to whomever was addressed for right? Well, attention letter attention getter in a video is going to be if you want to blank and blank and blank and blank. Okay? If you really want to get the biggest bang for your buck, you got to do it in this neighborhood right here.Facebook came out with a stat it said 74% of people will decide to watch your video not in the first, you know, seven seconds. So the last thing I like doing a video said Hi, I'm Mike Cuevas and I've been in the business for years. Click, I'm gone. You got to get the attention. Tell me what's in it for me. Make it interesting, right? These are the biggest blueberries in all of California. Great. Don't need it short and sweet. But every video has an attention getter. Every video will also have an introduction. Tell me what I'm watching and give me a preview why it's important. An introduction to a letter would be Hey, I'm writing to you because I think blank blank blank in my name is blank. And I wanted to give you a couple reasons why I wanted to blank blank, blank. It's an introduction, right? In a video, I would say hey, what's up guys, it's Mike Cuevas with another episode of North County vibes. And what we're going to be doing today is I'm going to show you one of the best places in North County to get a burger. Now if you like burgers, you're going to see that in San Diego, there's not a ton of amazing burger places everyone hears all fit and doesn't like to eat like me. But that doesn't mean they don't exist, you just need to know where to go. What we're going to do here show you one of the best kept secrets and all here and go inside and check it out right now. Got that's an intro right? So every video will have an introduction. Alright, now the body of your video is going to be the core content of your supporting arguments. If you think back to the time when people were when you're in school, remember your teachers would say Alright, give me three supporting arguments to your essay or give me five reasons why that's the body. That's your core content. So if I'm creating content on a neighborhood, I'm focusing on those four body points or three points of the body I'm making maybe seen one is alright, so I want to show you exactly why people love live in this neighborhood. And right there is the very cute downtown. That is the number one reason see where I'm standing is just a couple minutes away from where I'm going to show you a most beautiful houses. But did you know that there's over 12 different restaurants, outfits, a shopping, public transportation and just about everything you're gonna want to do right here. Right? So the body would have a breakdown of the core arguments of your point, right? Every video is going to have them. They support why you're there. If you're doing a tour, you're breaking down your tour in the body. If you're doing a business owner interview, you're doing your questions, you're showing them how they make their food in the kitchen, then you're tasting their food. If you're doing a piece of real estate content, you're given all the reasons and education of why this is important. And then eventually at the end you're going to get to an outro Alright, so hope that helps if you have any additional questions you need help doing this you can reach me my contact information is blink blink blink blink. Make sure you subscribe to my channel look at some of my other videos on my site. Thank you so much for calling real estate dude. I'll see you on the next episode. Peace out short sweet to the point but you're still gonna have an outro the video doesn't just stop. But if you look at this, it's attention getter, Intro body outro, attention getter, Intro body outro, tension getter, intro, body outro, that outline, you can write any script you want. The key is, what's your content can be. That's why you create a show. So if you guys have more questions on this, feel free to message me on the site, you can send me some messages, I'm social, we have hundreds and hundreds of these scripts, we cater to different types of videos. But in general, they all have the same thing in common. And that's what it is. So the key here is that, regardless of what you're going to script, every video is going to go in front of your database, every video is going to go in front of people that have the ability to do business with you or refer business to you, or repeat business back with you. But you're going to Multi Purpose them for lead generation and brand. Every single one think long term, not short, every one of your videos will live on your YouTube channel forever, they live on your website forever. Look at YouTube as a search engine, because that's exactly what it is. Your website host videos forever, I highly recommend a site that you own, that doesn't have a huge monthly fee. Because once you start creating content, it's going to live there for the entirety of your brand's existence. longer lasting impressions leads to more referrals, it definitely leads to more repeat business and think of all of your content creation as a library of content down the road that you can get to repurpose on my site, I have a video on every single page. That's not anything more than that connect with people. That's my number one goal, that's the only thing I want it there. If I want to connect, I want you to build trust, I want to see if we're the right fit. And if we are great, let's do business together. But if not, that's okay, too, I'm gonna do that not everyone's gonna get along with me.It's how it works, folks. So let's bracket let's break down the distribution, sort of step by step. And we'll get this training wrapped up because what we're not doing is just creating videos and let them die in a news feed. And then people forget about them in three days, if you're going to invest in video content, marketing, content creation, need to maximize and distribute and distribute these videos, so you get the most amount of mileage out of them. So first thing we always recommend doing is video emailing your videos to your database, get rid of the market updates, get rid of the turn back the clocks and other crap content, start creating content that people actually want to see. With video email, we get way higher open rates, we average over 40% most cases, which is very high, it's a lot higher than national average. But it's for two reasons. One, we're not sending out crap content. And two, we're sending it to the right people. What we're not doing is spamming an email list of people, we have no idea who they are. But what we are doing is nurturing a database of people that know like trust and love us that all have the ability to refer do business with us. Again, if you're doing two videos a year or a month, I mean, you that for 12 months in a year, two videos a month, over 12 months 24 A year to that same list, which will grow over time, will you do more business because 10 to 15% of people on that list are moving, but 100% of them have a referral for you? The answer is absolutely. For your social platforms. You're going to distribute your videos on all your social platforms, and upload each organically. So if you're on Instagram, then put your videos on Instagram. If you're not an Instagram, then don't put them on Instagram. If you're on Facebook, put your videos on Facebook. But if you're not on Facebook, don't put them on Facebook. If you're on Pinterest, put your videos on Pinterest, put your videos also on your business page, but upload both organically. The point being is that anywhere that you're on social media 10 to 15% of the people who see your video content are moving and 100% of them have a referral for you. Those are the two numbers I want to ingrain in your heads. Because once you start chasing attention, that's when attraction occurs. When you upload these videos to your social platform, you're always gonna upload them or Ganic Lee, don't share the YouTube link on social media on Facebook, take the video and upload it organically. You'll get more mileage traditionally on the platforms. A couple things to look out for Tik Tok and reels on Facebook short form content, something that's coming up excuse me your website. So highly recommend put all the content back in your website I like to create take every video and turn it into a blog post. So I like to put the video on top of my page on the site. And then I like to take the do a little bit of a write up or some blog content to put down below it because you want to multipurpose every thing and over time your content on your site will grow same concept though, the agent that has a lender that has 24 videos on their site page on every site, well, they're going to convert a lot more website leads than the one that doesn't have a site or doesn't have any video content on the site. So you want to just make sure you multipurpose there. People don't go to your website to look up real estate for sale, in my opinion, they're going to your website to see if they trust no and can exceed themselves get in a car with you, while they look at houses for the next unforeseeable future. That's the truth, folks. So become more marketable, multipurpose, that content, put it back on your website, because that's where people will ultimately visit you at. And last, but not least, everything should go on YouTube, but not everything is going to perform on YouTube. What you're seeing here is a gentleman in Palm Springs that does very well on YouTube. But look at all of his videos are very community centric. So he's created a lot of YouTube related content. He's following a YouTube strategy. And every video will go on YouTube, but not every video will perform on YouTube. So just something you want to think about. Before you start your strategy, why am I doing this YouTube part of my game or not, and adjust accordingly. So every video I put on YouTube.Now, how YouTube works is, I hinted at it a little bit earlier, but I wanted to show this to you guys for a little bit is that the only type of content that we've seen, perform really well is going to be living in or moving in, living in or moving in. So in that case, you see living in Las Vegas moving to Las Vegas, people are typing in these different words. And those are typically for whatever reason that YouTube tells us to put up. So you always you don't create content for YouTube that you think is cool, you create content that people search for. Alright, so right here you can see living in Las Vegas moving to Las Vegas, relocating to Las Vegas, right? So it's very, very important to do your homework ahead of time. But YouTube's a search engine. Alright, so there's so many different types of these videos, I just want to give you a quick screenshot. The pros and cons of living in city name the cost of living in city name. Living in San Diego versus living in Encinitas, new construction in Southern California, the top three neighborhoods live in downtown San Diego, the top three neighborhoods to live in North County, San Diego, the top three neighborhoods to live in South San Diego, the good, the bad, the ugly of living in San Diego, top three things to do when living in San Diego. Relocating moving all this type of content, when you're if YouTube becomes sure your strategy, you want to maximize it, and you just need to know how to upload and optimize it. But most importantly, create the right videos that people search for. And that's the key with YouTube. It's not rocket science, but there's a process to it. And then one other thing I highly recommend is run ads. I'm huge on running ads to your database, your customer to a database, your custom audiences, your retargeting audiences. So I love running ads to people who visited my website, I love running ads to people that have engaged with me in the past. I love running ads to people I'm connected with on my pages. And then I love running ads to a custom audience of cell phones and email addresses. They always pencil. And the truth is the Facebook algorithms right now, your business page, you're going to get less than a 5% reach your personal page, you can get 15 to 18% from the last Facebook expert on my on the podcast I had on and because of that not everyone's seen your stuff. So I like running ads to the rest of the audiences that so I could get more reach, the more attention you have, the more attraction that will occur. So one this on what's the ROI? So people always ask me, how do you measure video, remember, and yesterday's training is not advertising. Its marketing and attraction and branding. So what you're going to see is that it's hard to it's very hard to find out what the ROI is, but this is the best way to look at it. And most people I tell is like, unless you're trying to break your YouTube channel, and some people will publish more, but realistically, I think how much time you have and how much can you really pull off? If you could do two a month for over a year's time that would equate 24 pieces of content or 24 videos 24 Everything. Okay? Now, this the key is you got to take the cost of those videos, how much is all that content going to cost you because there's probably gonna be cost you outsource editing. Now there's companies like ours that exist that can do editing and distribution and everything. But and I don't know what those costs will be. But I'll tell you what ours are ours would be $13,000 over the course of a 12 month timeframe. Now typically you want to look at okay, how much real estate do I have? To sell, to break even typically, that's in our numbers. Again, this is just a formula, you could break these down and just plug in your numbers, but at our numbers 650,000 to two and a half percent is about a break even point. So the question becomes, if you had 24 videos Video emailed to your database, posted on all your social profiles placed on your site optimized on your channel, and you ran ads to, could you sell more than $650,000 a real estate or whatever that number would be? And then you can answer the question about is the ROI going to be beneficial. The only time folks I've seen video not work is when people don't like you. But if that's the case, you're in the wrong damn business. Look at the big picture when you're building a brand. Because you don't build a brand with strangers, you build a brand based upon relationships, because the strangers eventually communicate back and you have to do it over time through consistent communication. So I love taking on a multi prong approach and I love incorporating direct mail. But let's just look at the big picture. Let's just say I had a database, a list of past clients, friends, family, aunts, uncles, waiting list, if you will,of people and I hit them with direct mail once a month. Let's say I had a and out of that, let's say 150 People, I'm sending them a postcard a month 10 to 15% of our moving 100% of mark every fall for me. I'm doing two videos a month, video, email those videos out to to another list, it's probably gonna have 150 250 people on it. Then I'm posting all those videos to social media and then I'm running ads to the rest of my custom audiences on social media. This is what attraction is, but you got to keep consistent with it. Because it's nothing more than a big game of attention. So I really hope that helped clear up distribution scripting we have a lot of other content feel free to visit us on our website. But we really appreciate you guys taking the training and watching the whole four step a class we have going on here with a brand face and if there's any questions that you have that you may need help with, or you need any assistance with please feel free to visit us or follow us on our social channels. Real estate marketing do.com That's real estate marketing dude.com Have a great day. Thanks for watching. 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.

Welcome to the first of a two part training! In this session I'm going to be covering how to build your personal brand with video, and how to attract clients versus chase leads. A lot of the stuff I'm going to explain today is going to sort of spell all of this out. Call it the who, what, when, where and why of video. Video is not lead generation, its branding its attraction, and to do it more long term or to do it over time, there's a couple things that we're going to have to do ahead of time. That's what we're going to cover today so let's jump into it!Three Things You’ll Learn in This EpisodeHow to not chase business, but have business chase youThe importance of your personal brandWhat the most impactful form of communication is (hint: it's video)ResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 the training where we're going to do is go ahead and get started. Right here and what this session is going to be on is how to build your personal brand with video. And attract versus Chase leads attract clients versus Chase leads. And a lot of the stuff I'm going to explain today is going to sort of spell out call it the who, what, when, where and why of video, video is not lead generation, its branding its attraction. And to do it more long term or to do it over time, there's a couple things that we're going to have to do ahead of time. So without further ado, we're going to go ahead and get right on into this. We have not met before, if you've not been on my podcast or anything, my name is Mike way, Boss, I'm the real estate marketing dude. sold real estate since 2002 in Chicago. And today I live in San Diego. And what we do is we script edit distributed videos for real estate agents, lenders, investors all over the country, from East Coast to the West Coast, north and south. And I don't know about you, but I hate lead generation. I hate prospecting I hated chasing leads as an agent. And last four years, what I've been doing is sharing exactly what we always did our whole career, through content creation, and through personal branding. So what we want to do today is walk you through sort of how it all works. And where we're going to start with is that agents with a strong personal brand, they're not going to chase business business chases them, this entire business is built around your personal brand, nobody's hiring your broker anymore. Last I checked. And the reason why this is so important is because only 4% of consumers pick their agent because of the brokerage or the brand they're affiliated with. Quite frankly, I don't think people really care who you work for who you work with, or where you hang your flag. The end of the day, 96% of consumers chose the agent, not the broker they're affiliated with. But ultimately, people are people they do business with agents they typically know like, trust and remember, but they don't remember what it is that you do for a living. And they know that they remember how it is that you do it. And that's true for any industry. Right people don't follow your what they follow your why is another way, I guess you could go out and say it. Now, when you're able to craft video with personal branding, and you do it visually, that's when it works. That's when you start building a brand. So we're going to start off with a little exercise here. And what I want to showcase here is that video is going to be the most impactful form of communication, it's going to be the one that generates the most amount of attention for what I'm about to show you right now. So I want you to sort of look at what you see on the screen here. And boy, B O Y, and I want you to sit for two seconds, jot down what imagery is sort of coming through your mind right now, as you're thinking about this, like what images go through my close your eyes, you see blue boy, what images do you see? Okay? Go ahead and jot those down. Now, what do you think? Is this a little bit more impactful than that? Which one leaves a longer lasting impression you see in this one? What kind of boy but in this one and this image in the picture, it's a lot more impactful boy with bubbles on his head, he's got a couple T dS looks like he's taking a bath. There's a blue bottle behind them. He's in the bathroom, someone's attending to him. This picture is just a lot more impactful than the first.Now I'm gonna go ahead and play a video. This is my son, Alex Blinken. He's talking. He's asking a question. Right? So the question here is out of those three images, which one is the most impactful or the more memorable? And the answer is obviously going to be video. So the whole thing here is that the impact and understanding how to build a personal brand with video starts by understanding the impact of it, and the impact of using imagery and story on things like social media. So I want to go through another example and show you how powerful this is. And let's get out of real estate. I have a friend of mine, that in college, I've been in college since 2002. Right? So what that is 20 years later, and my friend's name is Matt. And you know, when we were in college together, we used to hang out all the time, good friends party together, just girls together, play sports go workout together, you name it on spring break all this other stuff. But like most people, when you graduate college people sort of move right people move on with their lives, people start careers. I live in San Diego, for a matter of fact, but with Matt here, you can see that over time, you know, in 2013, I saw pictures of him. And the only reason why I see Matt posts all the time. As a matter of fact, Matt posts, always pictures of his kids, I see him growing up. And the fact that I keep seeing Matt on social media, even though we haven't spoke at all, in a long time. I still feel like I have a relationship with him. See, if I were to walk past Matt today, I haven't seen him in what maybe 10 years, I would still know exactly who he is, I would say what's up, dude, it's been so long. But let's just pretend the opposite happened. And Matt was absent from social social media. Let's say I didn't see anything. I didn't even hear from Matt, I haven't seen a picture of him an image, I could equally walk past Matt in the grocery store, and not even know who the hell he is. So I want you to think about that. And think about how visual you are with your brand. How visual? Are you with branding and marketing and? And all of the above? And are you imagery present? Right, that's the impact. The end of the day real estate's a big popularity contest. See, the reason why I remembered math was because I stayed in touch mentally. And video is just the most impactful way to stay on top of mind. It's what we use video marketing for is to nurture and build relationships with our sphere of influence and the local community. Right? So what does it mean to have a brand, it's very simple. You have a brand, and how big your brand is, is determined by how many people instantly associate your name with real estate. Right? If you see John Doe, and everyone's like, oh, there's that one real estate agent guy that's always on video at John Doe has a bigger brand than Jane Doe when people say Who the hell's Jane Doe? See, real estate, like I just said, is a popularity contest. Because the vast majority of people work with people they feel comfortable with. They personally like no. See, people don't remember what you do for a living. They remember how you do it. It's very, very true. See, and ultimately, when you're going to want to get on video or build your brand with video, the way you build your brand in any business is consistent communication to the same audience over time. In the real estate industry. We call that farming. So why don't you start farming your relationships and do it with video content? Because consistent communication at the same time to an audience over time will build your brand? See? And the audience people are like, who's my audience? Well, it's not strangers. It's gonna be the people you already know. This is not my stat right here. This is not this is NARS, showcasing where business really comes from. And look at the top two, you know from all sellers. Everyone wants seller leads ever Lowe's asked me Hey, Mike, how do I get more seller leads? Hey, I want to get more seller leads? Well guess what? You start having more relationships with people who own houses. That's how you get more seller leads.Look at the numbers right there. 39% of people have listings were referred 24%. They use them in the past. So look at the buyer side, you can see it very similar. Obviously, if people who are buying a house, use the agent previous 12%, but were referred over 41%. So what does that tell us? Well, it tells us where the vast majority of business comes from in our business. And that means that if I'm going to build a brand with video, I already know who to put it in front of. Because in it in either case, 74 to 80% of business is going to come from people you know used in the past or I've personally met not a bunch of strangers in the vast majority of cases. It's not coming from Zillow, or any of these lead sources where they're really coming from other people we already know. And that's a video works. But what happens when you stop communicating with that very database? Well, they forget you exist and they go out and cheat on you with another real estate agent and you log on to Facebook to find out that they just bought or sold a new house and they just forgot. You were in real estate. But remember, it's not their job to remember to send you business but it is your job to remind them to. And that's how you want to approach video or at least the way I'm going to explain it in this presentation. See the agent that's doing video consistently over and over again to that database. They're going to become a lot less forgettable than the one who is it and it's really that simple. See, video is not lead generation, but it's branding and attraction. And we're not fighting for leads but I am fighting for the attention of my database and my local community. Top of Mind brand awareness creates conversations and conversations leads to referrals. And that's why we create content consistently. Ultimately, over 70% of people will close with the first agent they speak with. So the name of the game has always been, hey, why don't we become the first agent they speak with because nothing I'm sharing with you is going to be theory, this is mathematical 10 to 15% of the population move each and every year and 100% of the population know someone moving that they can refer you to. So I want you to really think about that. That means that your entire Facebook friend list has a referral for you. And 10 to 15% of them will be moving this year, and most won't even know it yet. Some might get sick, some might get relocated, some might get divorced, and some might have a kid and get married. But life events are typically when people move, and it's nothing that's planned, however it is statistical. And if we already know where business comes from half of the job, right here, half of the strategy is already solved. For me. It's very simple. Keep my videos in front of the people. I know, if people move every six to nine years, or five to seven, whatever you want to do the math, how many people in your network are moving, this means you have 1000 friends on your Facebook feed. Well, how many of them are moving 10 to 15% of them 10 to 1500 150, it's pretty good year, I would say.But 100% of the people in your in business, the people that we know your Facebook, friends, your email list your IG followers, whoever it may be the people you're connected with 100% of them have referral for you. And we're not looking for a superduper large audience. We just want an engaged one and a targeted one of people that we already know. It's the biggest mistake I see is that we think we need to go out and but reach the masses. No, we need to reach the people that already know like trust and love us. And then become more marketable and referral. Don't get me wrong, you could go out and reach the masses if you want. But what I'm talking about here is building a brand and you can't build a brand with complete strangers, you do it with the people that already know of your brand, by consistently remaining in conversation with them. Ultimately, you'll have a conversation, which is what this is really all about. See realistically as your database wants to refer you business and the people, you don't get referrals from strangers. That's why I keep my content in front of the people who already know. So people will refer your business if they like, or they're satisfied with your past service. And they like the person that's hinting about getting the referral. Because ultimately, the way God made us the way our brains work is that people like to be able to solve a problem. And I want you to think about the last time you referred anyone anything? Why did you do it? It's because you were wired to seek the approval of others, we're constantly looking to be acknowledged. If you don't believe me, I want you to think about the last time you went out to dinner with family, with friends. And you know, I don't know about you, but when I go out to dinner, we talk about other places they go out to dinner, and people are always exchanging referrals during that time. And the reason is because we want to share an enjoyable experience with others. We don't refer people things we don't like or don't know ourselves. So if you really look at the business, the business has always been in front of us, but it's your job to become more referral. Because when people are going to refer you business, three things have to occur one, the referring party as a notice a conversation about real estate, they gotta go, Oh, that's my guy got a guy they have to think of you. And then they have to like you enough to introduce your services into the conversation. Because a referral opportunity or an instant repeat business opportunity, whatever it is, when people decide to go out and hire an agent and take that next step, over 80% of them are going to close with the first one they meet. That's why this is so important. See, video, builds an audience, a database, and people always confuse Oh, I have a database, I have a database. Database is nothing more than a con than a collection of contact information. But an audience is a collection of relationships that actually pay attention. When you open your mouth. They pay attention to what you say. They engage with you on social, they're responding to your emails. That's what nurturing an audience was video does. So when we really lay this all up, we have to go through that first part first because unless you know who to put your videos in front of and why they should be authentic, why they should be natural. You're going to be stuck. Where do I start? Because the number one thing people have. Next is what am I going to talk about? See Creating content is not necessarily about you know, selling yourself As a matter of fact, you don't ever have to talk about real estate. As far as I'm concerned. I'm sure some of your videos will. But they just need to remind people that you're in real estate. Nobody wakes up in the morning and wants to go out and cold, call all their friends and say, Hey, do you ever referral for me again? Like, let's be honest, how many of you really want to call 100 people a month? And it's like, oh, yeah, by the way, do you know anyone looking to buy or sell? To me that feels so authentic, and most of us will never do that. But if your videos are automatically doing it nurturing all the time, you don't have to, okay, I'm not saying don't ask for referrals, but I am saying, become more referral. Your videos don't have to be in real estate, they remind people you're in real estate. And the key is to find something you're passionate about. Because if you start creating videos on stuff you're not comfortable with, like, if I were to start creating a bunch of food videos and cooking videos for you right now, you probably be like, This guy's nuts. He's that, like, he looks so awkward. Well, yeah, I wouldn't have any authenticity, because you're forcing me to create content and stuff I don't like. And the only goal here is to connect and humanize your brand. See when you define like a theme, and I want to give you a couple examples in a second, you'll have something that you're excited about. All the above occurs naturally authenticity, connection, your passion,it's impossible to do a video on something that you're not passionate about. And ultimately, when you do something you're excited about, you really dial in your video strategy, your communication is going to be more impactful. Because ultimately 6090 90% of communication is gonna be based off the tone, or the body language that you're using in the video, people are only going to retain 10% of what comes out of your mouth, including this webinar right now. And this training, you guys are probably gonna, you could watch this again, but most people only retain it. And if it's a person of stuff that they actually hear, what you're going to remember, is my tonality on the way I'm doing things in my body language, I'm using them. So the reason why I'm on video here cuz I don't feel like I can communicate my message across appropriately without you see in my body language and see my passion behind this. Right. So how can you communicate effectively if you're not excited about your strategy? It's not what you say. It's how you say it. That's the most important aspect of this. So I want to give you a couple examples of a couple lenders and agents even that we came up with the video strategy for them and show you sort of how it works, right? So in this case, beard budget, I went on. He's a mortgage broker in Fort Collins and I went on his Instagram handle and I see hey, he calls himself your bearded lender, he gets on our deep dive call. I see him with a big beard. And, you know, he's a total bro, right? He's like a dude, he's like me, like done, you deal with first time buyers a cost of living your job. So you might as well call it beard budget. Why not? Now he could create content doesn't matter. Everything he does is on a budget. If he wants to do a business owner interview, he's doing businesses that offer great value, and he's doing it on a budget. He could do a brewery tour on a budget. He could do a neighborhood tour and talk about what you get for the money, especially when you're on a budget. He'll never run out of things to say strictly because people are not gonna remember what he's talking about. They're gonna remember the beard budget. Right? Number two, right here you see serving, excuse me see serving on SoCal. This is a military brand, Farmer Veteran. And all he focuses on most of his business comes from the military. So it makes a lot of sense for him to go out there and have a show called serving SoCal, right? What kind of content what serving SoCal create, well, he's not going to do any type of neighborhood tour. He's going to do neighborhoods near bass. He's not going to create content on any type of business interview, he'll do business interviews that are veteran owned. He has a buyer bootcamp, a seller bootcamp, if you don't want to listen to him drop, gimme, 20. Sir. See, what I mean is that when you identify the true brand, and you know what you really stand for and whom you serve, and sort of how you roll? Well, the content creation should be natural Torian forest for a team in Orlando, Florida. His name is Jordan. And Jordans team brand name is called the home or the Rockstar home team. So because the Rockstar home team has a rockstar, George's Rockstar, this is what he is. He's a music guy, you know, got tats. It's cool. It makes what do rockstars do when they go on tour. That means everything he's going to do is touring for four is the I corridor or the corridor the highway that runs right through there and touring for his red rock stars do so he could take us a neighborhood tours, bar tours, venue tours, it doesn't matter. What do we really sell we don't sell houses we sell the communities they reside and therefore any bit of community based content is going to remind you But we're in real estate generally. The one you see in the bottom right there was called why not? As a mortgage broker he moved toCheyenne, Wyoming. And then you could see why not looks very similar the flag to some of the branding. We gave the guy a little bit of a beerbelly put them on a house instead of a horse. But what it's all about is why not live in Cheyenne, Wyoming. Talks about living in Cheyenne, Wyoming, he's following a YouTube strategy. See, when you create a show, the reason why we do this is because it's much like if you were to have a podcast, what would you call it? Nobody has a podcast without first naming their podcast and even in the name of their podcast, it's going to be you know, it's gonna sort of symbolize sort of how, what yours is, right? What is your show, you'll get idea of the content. So for example, a concept I like to use a lot is there's a guy called guy Ferrari, if you ever watched a Food Network, and there's a show he has called diners, dives and drives. Now that's a food show. But guy Ferraris a total dude, he's wearing flannels got ripped jeans. And he's basically covering content on grease pits of America. He finds all these dives and eat they have really good greasy food. And it's like hanging over food for dudes. But he's not. Even though it's a food show. He's not sitting there creating content on, you know, French bistro or five star Michelin restaurants. He's creating content because it's themed out. So we approach this much like you would if you start a podcast and we promise starting a podcast is that it's audio only. And it's not going to be as effective in my opinion as a video series with your face because your face is the brand. So finding your strategy and what we'll be focusing on the next webinars, the different styles of videos and we'll show you guys a couple here as well so that you can sort of piece it together. But when you really dial in your theme, and when we build a show, you're forced to tell a story. Welcome another episode of North County vibes. Today I'm going to show you what the vibes are going to be like right here in Encinitas, California. If you ever thought about living in Encinitas, California, well, you're probably wondering what the lifestyles like. And today, I'm going to give you a preview. So without further ado, let's get in there and go ahead and get started. See, that's a show I have here in San Diego and I have to use when you script or a show, you're forced to tell that story. And that's why I like it. It also identifies your theme. But let's really look at the big picture here. When you're building a brand, and when you're acquiring business, there's really a couple different. There's two ways you're going to generate business right? Now statistically, everything says that the vast majority of businesses come from the people we already know. So if you look at the right side here, this is marketing. If you look at the left hand side, this is advertising, Facebook ads, fizz bows, the prospecting internet leads, you name it, right? I'm not saying stop doing lead generation, because this is lead generation and prospecting. This is attraction inner marketing. Okay. But what I am saying is that everyone should have a little bit of both. See people that are here, what do you do with them. So I like to direct mail my database, because if I send them one postcard a month, 100% of the people are getting that postcard, unless I have the wrong address. And if they physically have to engage with me, and throw me in the trash, great, they still mentally and physically engage in my existence. That's very powerful for branding. But direct mail is just one piece. video email is where we would send our videos, and I'll show you our distribution process on the next webinar in the next training as well. But if I'm doing two videos a month, I'm going to nurture those two videos a month. And then Social, I'm going to go ahead and post all my my personal profiles, all of my videos, I'm going to run ads to my database. For I get more people to see them now my database full of past clients, family, friends, aunts, uncles, basically anyone I invite to my wedding or funeral. But if you look over here, here's what really happens in practice 10 to 15% of the people that get my direct mail, they're moving in 100% of them do. If I'm direct mailing 100 people that I know that I invite to my wedding or funeral, I can generate more referrals and more repeat business. Yes. If I'm taking an email list of 150 to 250 people, 300 people, whatever the size of your email list is, and I'm sending them two videos a month. And I'm doing that for 12 months in a row. Do I become more referral because we're not talking about sending turn back the clock emails or market update reports or we're talking about nurturing and offering value through content creation and showing people stuff they actually like, which can only be done when you're excited about what you're doing. And it's the point of dialing in your brand.And then on social same thing most people are Friends with anywhere between 700 to 5000 people, like on Facebook, for example. And when you're posting two videos a month, and then you're running ads, the same videos, you just get a whole lot of eyeballs. But here's what really happens is that eventually someone either is referred to you, or they raise their hand, and then you come on in here and you take them through your process, because you're either going to find a lead that you're going to start working with, or it's gonna be referral a repeat client. And once you do work with them, you're gonna take them out and show them houses, if it's a buyer, or listed, if it's a seller, you're gonna take them through your process as a client, and then once you're done with them, you're gonna deposit them right back in here to keep nurturing them for future business. And that's why we're talking about marketing and attraction is nothing more than just remaining in a consistent communication. Same with leads to, they're still gonna come through here, but you don't dump them off. So in in biz, in real estate, I don't spike the football when the house is sold, spike a football when you get the third referral from a client, or the third house from a client, because that's when you're truly playing the long game, and running a business. So the next question, we get quite a bit as well, Mike, how many videos do I actually need? How many videos do I need to shoot? Well, for most people, believe it or not, and we'll talk more about this on the next. But let's just take this example, right here,and let's just say I'm doing two videos a month. I'm taking those two videos a month, and I'm doingput them on on my social profiles video, emailing out to my database, running ads to them, putting them on my website, and then also put them on my YouTube channel. I'm gonna have a little bump for about a week, take a break, and then boom, I'm back with another episode. You see, when you're creating content, and you're building a campaign, people always ask me, Hey, Mike, is it more content, it I need more videos, I'm gonna do eight a month. It's not more content, it's more impact with the content you're creating. Because realistically, throughout the course of the month, there's other things that you're doing that sort of fill in the gaps. So most people you need to videos, but your strategy might change. Maybe you want to blow up your YouTube channel and your competitive market, well, you probably need to publish more frequently. But again, we'll cover that on the next training. So I wanted to give you a couple ideas of different types of content that you could create. And you're not gonna hear the sound on this video, but I'll play it through as we go through. So this is a mortgage broker that does case studies with his clients. We have real estate agents, clients that refer him on over or his own clients, it doesn't matter. It's not just listed just sold, or in his case just funded. It's this client just got bought their first house. And guess what, he did it, save $1,500 a month. And he's owning not renting anymore, right. So instead of creating content that says just listed just sold, we're bragging about how much money we made, we're doing the opposite. We're creating content that showcases and demonstrates our professionalism, expertise, whatever it may be, that just like HGTV. Another video, this is a team. So this team has a lot of fun. They have a series called play out Denver. And they're all parents. So it's a very like parent friendly brand. And what they do is they just go out and do these tour videos. And they have a lot of fun together and all of them share the videos together. See, so this one, I believe this one was a they're doing some kind of park tour. They're doing the train system, and they're showcasing that and how that works in the Denver market. But the same thing is it just consistent communication over time, they're humanizing their brands. And they're showcasing themselves on it and showing us content. So when a real estate agent is like big tour guides, neighborhood tour, same concept. Neighborhood tour. This team, the dream home, so dream homes, Dream hoods could be the name of the series. So same concept. What do you do on a neighborhood door? Hey, have you ever wondered what it's like to go out and live in Mission Valley San Diego? Well, what we're gonna do on this week's video is show you exactly that. Let's go. So, same thing. Neighborhood tours, every single one of these videos, remind people you're in real estate, community informational videos. If you're looking for a YouTube type strategy, where people are generating clients off YouTube, I'm going to create content that's like pros and cons of living in blank city name. Cost of living in city name, moving to city name, neighborhood tours. That's the type of stuff that works on YouTube. But there's a very specific strategy for it very specific scripts and content to create. Same concept here we call these community informational 's or a YouTube series. And again, we'll show you a little bit more of these on the next training, real estate content. So real estate content is good, everyone should have it, you know, stuff that you use over and over again, with different clients. It's the stuff that shows you have the expertise and or authority. But it's also the stuff that gets the least amount of comments on social media, and the least amount of responses because you're talking about work, right? There's a purpose for these videos. But what I want you to see here is that not every video there is not a universal strategy. The way that these videos work is that you create content over time and the type of content will determine and how much will determine the strategy and you back into it. But it all starts by figuring out, which is the right strategy for you. How does that work, and then executing on it and just doing that consistently over time, rinse and repeat, rinse and repeat. So I really hope that this seller to help walk you through how to really dial in that video strategy, especially if you're looking to, you know, run like a local celebrity type.Agent strategy, you've probably heard that terminology, but what we're gonna be chatting about on the next webinars they're going to be showing you Okay, so once I dial in that strategy, how am I going to define what videos are right for me? What are the pros and cons of different types of videos to do, and then we're also gonna break on the pros and cons all the different types of videos you can be doing in a lot more depth, and then how you distribute and multipurpose each of those videos for maximum eyeballs and our maximum exposure. So thanks for watching this training continue on with the series that we have here for you guys. And if you have any questions ever, our contact information is right on the screen in front of you. But hope you got a lot of value out of this. Wait to see next one and we'll see you on the next training. 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 nexttime.

Let's pretend that you've been attracting business for five to 10 years, 15 years, 20 years, and you're going to get towards that retirement stage. How the fuck do you sell your practice? Or what do you do next, you just stop selling. Today we're joined by a couple out of actually Illinois, Peoria, Illinois. And this is what they do. They focus on the transition, post real estate career. First we have Jessica ball who has been an agent just under five years with REMAX truth unlimited. Justin Ball is a Real Estate Investor/Entrepreneur. They're about to publish a book that will help realtor monetize their business as they retire and teach other real estate agents how to do this. Three Things You’ll Learn in This EpisodeWhy maintaining good relations with other realtors is importantWhat you can do to help others while benefitting yourselfHow to monetize your business as they retireResourcesJessica's WebsiteReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started.What's up ladies and gentlemen, welcome another episode of the real estate marketing dude. Podcast. What we're going to be doing here today, folks is talking a little bit about the future quite often on the show, we talk quite a bit about how to build in the current in the now and how to make now business better yet attractive, not necessarily chase it. But let's just pretend that you've been attracting business for five to 10 years, 15 years, 20 years, and you're going to get towards that retirement stage. How the fuck do you sell your practice? Or what do you do next, you just stop selling. I know, when I moved out to San Diego, I just literally stopped cold turkey probably wasn't the smartest move. But I was burnt out, I didn't really give a shit. I was just ready to go. And I was done with real estate and that sense in Chicago, however, I probably could have set up like a really easy to go referral network, I still get referrals back there. And I don't even try and wish I should have done it better. So what we're going to be doing today is we're joined by a couple out of actually Illinois, Peoria, Illinois. And this is what they do. They focus on the transition, post real estate career. And eventually under one day, you're going to retire or you're going to stop selling and you're gonna do what I did burn out and something's gonna happen. There's a reason why most people don't last this long in this business, no matter who you are. It gets tiring, it gets old and you want to do some different and other opportunities will come up. What are you doing to get to that point? That's what we're gonna chat about today? How do you monetize everything you worked for so hard? Prior to those 10 years, like if you built a business of 20 years selling real estate, you're just gonna walk away and let that go away? It'd be like opening up a bakery and just saying, Hey, I'm gonna close the doors tomorrow, not sell the business and not do anything else to it. So what do we do with that? So that's what we're gonna be chatting about today. So without further ado, let's go ahead and introduce our guest, Jessica and Justin ball. How're you guys doing? Good. Good.Glad to be on the show. Man. I'm listener, and it's awesome to be a part of it.Thank you. Well, guys, like you just have to call and ask if you don't get if you don't ask you don't get you guys just fucking called me I think and said, Hey, I have this thing. I'm like, I'm looking for shows. And I'm like, Alright, let's just do it. You're from Peoria to cool. Let's see what's up. So that's basically where we're at guys want you to tell everyone a little bit about yourselves. And then let's get right into this interview. Yeah,I am Jessica ball. I have been an agent just under five years with REMAX truth unlimited. And I added Peoria and I lead a small team. And really where this came from watch it. I'll let Justin introducing stuff real quick. And then we'll jump into kind of where this brainchild came from on what we're doing. Sure.So Mike, I am a long time unpaid, unlicensed assistant and one of the best in the business. And then 2021, I got my real estate license. I've always been an investor. And I'm looking forward to doing commercial real estate investing to support the Jessica ball team.Awesome. So what do you guys stumble across here?Yeah. So when I first started, I was I was coming out of a 10 year law enforcement career. And so I had no idea how to do marketing or anything like that. And I was looking for a way to grow my own sphere grow my business. And we realized that there were agents that were retiring from our brokerage that pretty much just said, Hey, I'm retired, anyone want to buy a few signs? Great. And then they're out the door. And it's like, well, what just happened? All their clients that someone taking care of those, what happened? And we started asking questions, and a lot of times people just kind of shut the doors and walked away with no plan in place. And so we really dug down deep into how can one we help those agents monetize their business as they retire. But then also, for agents like myself looking to grow their business, how can they benefit from that as well and helping an agent do that? And that traveler?So then you started seeing some of the retirees a new created this is I see where we're going right now? Um, yeah, I could, I could. It's interesting, because people just, you know, when you get to that stage, you're just sort of like, Ah, I'm Bert. A lot of times and they don't really think about this, but keep going interesting. Sothe first succession plan that we did was with a long term residential agent, who had ironically bought someone's book of business about 15 years before that. And so we sat down with him and said, Tell us about your sphere of influence. Tell us about your database and your CRM, and how can we make a plan over the next 18 months for you to introduce us to your clients, the ones who are really engaged and give you a lot of referrals as well as the ones who may have bought five years ago or own an investment property and do these How do we really build trust and show them that we're a team working together so that when you retire, they pick up the phone, and they call us or when you are in Florida and you say, Hey, I have this team and Justin and Jessica, they're going to be working with you. They say to themselves, that's awesome. I know who these people are, I trust them, they're going to really treat me right, we're going to be great. And for us, the acquisition cost is zero. And the lifetime benefit of developing a relationship with these clients is really, really high. And so when we started writing the book, and when we started doing this process, there's nothing out there, literally, there's some contracts. And there are people who do this, I think all the time. But the information isn't there, there's nowhere to get it, and there's no place to talk about it. And so we really sat down and said, let's design a contract for when you're going to hand your assets over and how we're going to do marketing and CO branding. Here's the referral fees that we're gonna pay you while you're still an active agent selling at the brokerage, here's the referral fees, we're gonna pay you in retirement. And we really set on a thought about everything, websites, domain names, of video assets, all of the marketing assets, the signage, and we really build a plan from start to finish. So the retiring agents can feel really good about getting paid referral fees that their clients are being taken care of. We can really expand our our team and our business and commissions. And thenit's almost like every brokerage should have this sort of program like this built in office, I mean, just to increase production, but it's a good mentorship thing.standpoint, you know, you when you think about this, the brokers are big winners here. Because if somebody retires and they call their cell phone, and they say, Hey, I moved to Texas, and I'm no longer a realtor, a real estate agent, you know, they're going to go on the internet, they're going to find other people, they're going to find new realtors. And so this is really a win win win for the retiree for the team taking over as a successor, and then the brokerage because they're keeping that business within the brokerage, keeping those clients and keeping the recognition for their brand.I'm assuming it's a 18 month plan for the introduction of the new entity face brand to inherit that relationship right? Or is it because it's hard to just introduce it like you have to blend that in over time and so they start to see it because I I've seen other people Oh, yeah, I'm just gonna get my book of business. You can't just do one email. That's what I did when I left. I sent out like one or two emails me Hey, this is Luke. Hey, go ahead. Give all give all his Luke he's cool call call him up. Like I'm out peace. But keep Yeah, I mean, that's is that the number one issue that people have when they're doing this is the transfer of power transfer brand? Yeah, says her face.Yeah, exam, we can type into that. So as far as the time limit, I mean, really, a year is ideal, the more you can give it to do the CO marketing and CO branding is, is the best that the longer you can do it, the longer you have to introduce your sphere to the successor is the best. But we've done we've done a shortest two weeks, actually, when there was kind of a lack of planning and suddenly an agent was leaving. And in two weeks, she was going to be gone. And we pretty much sat down, I said you need to give me at least three hours, I'm gonna sit with you with your database, we're going to make calls, we're going to send out a few things I'm going to take whoever you have unlisting you know, alerts right now and convert them right now we're gonna, you know, onto my stuff. And so we you can do it in a very little amount of time, but it's not going to be as productive and as as good of a monetary gain and continue into retirement is if you have a longer period of time for it.Mike, I think this is where we talk about CO branding, like, well, that person is still an agent in your brokerage. We're advertising ourselves as a team and putting both of our faces on mailers and putting both of our faces on advertisements and on that the retiring agents information so that all of their sphere and their farm and all of these things are seeing all of our faces together. And then when they actually move into that retirement or into the referral networks. It really moves it co marketing than that we're marketing maybe that team but not misleading and keeping in track with all the state guidelines of things. But people honestly a lot of times don't even realize that that retiring agent isn't even there because we've done such a good job of CO branding and CO marketing on the front end. And so, you know, when we have 18 months or 24 months to do this process, we're shooting videos together. We're going out on big listing presentations together. We're hosting client parties together we're doing all of the things so that literally that sphere of influence doesn't think that It's just Jim's business. It's Jim and Jessica or Jim and Justin and Justin, who is actually a real team now.I like it. So let's first, let's just say you find somebody like, Alright, I'm gonna retire in a year or two, let's sit down, how does it work? What's the most important thing to do first, and then especially in the first couple months happens, because once you build it, I'm sure it's just repetition, repetition, repetition.Yeah. So in the book, we talked about three structures, kind of for what a contract would look like, for that succession planning. And so are you going to be literally teammates, equals or you're gonna have an actual team leader? And then a team member in that? Or is it just gonna be this really loose contract of, hey, we're gonna start doing some branding together and kicking things back and forth and not sharing expenses. But I think where we really see the power is sitting down and making a plan to say, here's kind of where we'll negotiate what those referrals look like, here's my retirement date. And making sure that people are really confident they're going to keep that retirement date, and serve themselves. And it's okay, if it's a moving target, you know, if it's going to be summer of 2022. You don't need to know whether it's going to be June 1, or whether it's gonna be July 15, you can kind of aim for but the closer you get, you've got to really know when you're going to pull that trigger. Making plans about the marketing is the biggest piece, how do we really sit down at first get people's business together for their data, and their CRM at some of those, we have to reconstruct totally from scratch. Some of them are, hey, I've got an awesome CRM, I've got brevity I've got TM, I can literally just print all this out for you and habit. And then how do we really start to get the message out of we're working together how to you as the successor learn the clients and the business that the retiree is in and how their clients like to be treated? Are they super analytical? Do they have a great sales plan for marketing a home? Do they work with investors? Do they work with commercial real estate, building that plan and then executing on the CO marketing and CO branding? Because that's where the power of it is, it's really, the most important thing is how do we tell a retiring agent sphere of influence, you can trust this new person I'm bringing in, they're really good, you're going to get what you expect, you're going to get continuity. And you should feel really comfortable when you pick up the phone as a client calling them or when you call me and I refer you back to them. You know what to expect them what you're going to get?That's what is the the average age last time I checked your real estate agents like 56 and a half or 57 years old, right? So how many of those people are retiring? Do you guys ever done the math on that? How many like people in the real estate industry? What's the number of agents because it is an older overall population? And then the younger ones are coming in now. But what is that, because there's quite a bit of people out there that are probably in this position right now.You're exactly that. And I was just flipping back because I had all the data from NAR that's here. But basically, in Illinois, there are 7000 realtors who have reported on the NAR national survey that they're not confident they're going to be selling real estate in two years. And 2400 of those are over the age of 55 and 60. So really, there is a great opportunity here in the sense that as you look across the country, that average age of Realtors is going up even though there are 10s of 1000s of new realtors, which is telling us even people entering the market are not younger agents in a lot of cases. And so it's not just the opportunity for people retiring to but kind of like you were talking about during your plan. There are people that relocate there are people that get into the corporate side of real estate or lending or do any of these things. But this is a huge, huge market. In terms of the number of retiring agents even at our brokerage in Peoria. There's a significant percentage of our retirement age eligible. And I think what was really neat to think about in the the National Association of REALTORS report on kind of the state of Realtors was that those experienced Realtors get 70% of their business from referrals. So they're not buying these leads. This is their sphere doing the work, and it's them passing their sphere on to you. So whether you're in a small brokerage, whether you're in a huge brokerage, whether you're relocating to a new market, to try and establish yourself as a real estate agent, there are ample retiring real estate agents or people who are eligible to retire and I think sometimes people don't retire because they don't have a plan. I mean, they want to feel really good about when they do that someone's going to take care of their family and their friends and their clients and sometimes having that conversation with retirement eligible agents in your brokerage is probably going to make them feel really good about starting the process.Just stay on them. Got it. I think a lot of agents don't look at that as a potential source of business either. I don't think anyone does. They're chasing leads they'd rather do like a Facebook ad versus just go target some old crusty real estate agent that's dying by the vine waiting to get the hell out of business in your office right in front of you, that could need your help. Yep,yeah. And I can speak a little bit more on you know exactly what you're saying, you know, it's, it's so much easier to work with a lead and work with a person, when it's a referral, someone saying, you know, hey, this is the person I trust, you've got to sell your house, you've used me in the past, but I work with with my teammate or my partner here. If you've been given that credibility, and so working with that person, they already then trust you, you're not having to fight for the conversion on that. And so it's, it's not just going out there and paying for these leads here, you're sure you may be paying a referral on the back end of it. But you've just been given credibility to work with this person?How, what are the referral agreements? Typically, when you guys see me 5% 30%? Is the agent still involved? Can I guess? I'm sure it could be all the above. Sure, it'd be open for discussion or negotiation, like the agent still gonna be involved for a year? Maybe they're just the listing presentation, and they hand everything off? And that's all they do.Really, it can be all of the different different ones there. Yeah,I think would you know, when we sit down, and we say that there is no standard for what a referral is, and these things, but we typically see, as we've done these contracts, making three years of these referral commissions that will pay out before then we wholly own, if you will, the, the book of business or the sphere of influence that people are passing. And, you know, we've taught to some agents across the country where referrals are 40%, I would say we mostly see 25%. And we really sit down and say, you know, in the first year, should we be giving more than 25% have put this plan in place, so that the retiring agent says I really feel comfortable, and I know I'm getting some benefit here, and then slowly reduce that over time. And we even you know, you talked about the the investment side of business, we put a lot of things in that contracts about if they're going to sell their personal residence or their personal portfolio, giving them a discount or not charging some percent of the commission or a flat fee. But those are all the things that I think really build a trusting relationship between the successor and the retiring agent is sitting down and talking through those and what they feel they deserve and don't deserve. I think as you look at the the history of succession plans, there are some people who literally just put a number on their book of business, and they're like, I'm gonna sell this to you for 50 grand. I don't know that that's the best way to do things. But we even talked in the book about how do you sit down and put a monetary incentive in there, of, hey, if you meet the certain amount of millions of dollars of referrals that you send, we'll give you a $2,500 or 5000 or $10,000 Bonus, because that really gives that a the retiring agent motivation to be talking about real estate at Thanksgiving and Christmas, I'm referring their older relatives who may be selling their home or building smaller ranches or moving in house, whatever it is, they have some skin in the game now to say like, I'm going to keep referring business and we've even seen agents in the referral business, or referral networks make a business card that says referring agent, and then they're still out there in the field, handing them out and then getting them connected with us.How long? How long does the agreement last?But it depends. I mean, we have we have one right now that's a three year another one is just one year, it really depends on what what the person wants to do what works best for them, maybe how long they're going to be working another one that's probably going to be even a multi year, maybe more than three years because they're going to still be working with us for a while. Got it kind of depends on what's best.Because eventually they're gonna they're done. Right? Like a sad, sad person prepaid style, like in what's the right word for perpetual? ility? Whatever. perpetuity forever. Yeah, there it is. It's like jewelry. I can barely say that either. Okay, that makes a lot of sense. And it makes a lot of common sense to me. Just you're just, instead of just I mean, it makes a whole lot of sense. I think it's a recruiting model for a broker owner, perhaps. I think a broker owners is probably where I would start marketing this thing, because it's an office ifthe broker owners should want to have us come in and talk to their group of agents about because there's probably some percent sitting there thinking about retirement and they probably have some really hungry agents who can take on the business who would be a really good fit. I found the place in our kind of introductory chapter where I talked about that survey of realtors. So there are 300,000 Realtors across the United States who are over the age of 60. And 65,000 of them reported that they don't think they'll be selling real estate then the next two years. So the numbers are are staggering out there. Yeah, I've got across the boardmakes a lot of sense. What about age gap differences? How do you overcome that a lot of times the personalities have to mesh, no doubt. But I could imagine like you had like a 24 year old kid coming in, then you got like a 65 year old woman going out? Sometimes, it's not just automatic, you got to find the right person for your business, right?Absolutely. And that's part of it, too. And in the book, we have a kind of a work book section there, where you go through and kind of ask yourself these questions as the retiree. And then if you're a successor, asking, you know, those questions of what the best fit for you would be, and that's kind of also where you maybe decide how the structure is going to be maybe if it's a real, you know, fresh into the industry individual. You know, maybe you do work as a team for a year or two, just to build even more trust and give them the experience in the business. Yeah, like,it makes a lot of sense. Any other thoughts? You guys have? You want to share here? Anything else? Someone may be looking at broker owners agents? Go ahead, the floor is yours.Yeah. Well, again, really, the opportunity is out there. So you know, I, I love and when I listened to your podcast, I always say one or two marketing things away, like I'm going to start putting this into the work that I do. And everyone saw, I think, caught up in the game of buying leads and the high cost of entry. And this is the kind of opportunity again, that retirees should be thinking about other realtors or agents should be thinking about to grow their business, and the broker owners should really be I don't wanna say subsidizing, but really thinking about to keep the owner in their brokerageprofit stream to make money in a brokerage today.And I'm going to tell you a bit of the ones that we've done, the retiring agents have been really happy because literally, they're just staying keeping their their license active through continuing education, and they're getting mail checks. And they enjoy still, you know, being on Facebook referring people that they have conversations to transferring us phone calls, emailing us leads, and it's a, it's a really great opportunity for them to be doing it. And so I would say, you know, if people are interested or people are thinking about it, the biggest struggle is just the plan and putting it together. And that's exactly why we wrote the the short book that's out there is to give people that structure so that you don't have to be scared or intimidated. And you can really enjoy the relationship that you develop with the retiring agent or with your successor. And do the marketing things that we found out are best practices, and then really sit back and reap the rewards and do the hard book and build your new book of business for the future.Like it. Sometimes folks, the largest income streams or opportunities are right beneath your nose, you just got opened your eyes and Quit Chasing other shiny objects. Why don't you guys go ahead and tell everyone how they can read your book, get your book, find you guys, if they want to learn more, follow us on social Go ahead.So our books website is our E succession.com. The book is going to be coming out right at the start of March. A couple of versions of it are already available if you want to go out and check it out. We have a variety of services and we provide some consultation and support for people going through the succession planning process, whether you're the retiring agent or the successor to make sure that you're doing things, best practices and getting the most bang for your buck as you go through it. We also do a variety of speaking presentations. We're going to be out at the International Conference for our for in Las Vegas at the end of February starting March, sharing that but we're happy to work with people from all types of brokerages and all types of agencies and teams to talk about yoursyet, so we also have Facebook and Instagram. So our E succession is the handle on that so you can easily find us there plus links from our website for that. And then another website to reach us is Jessica ball homes.com. And then also Facebook, Jessica Boyle homes and then well that is also our Instagram handle so you can find us in lots of different placesand can't pass up the opportunity for shameless promotion. If you're another Illinois real estate agent or anybody across the country, and you got people moving to Peoria, Illinois, whether it's for the hospital system Caterpillar tractors, anybody else we're really happy to take your referrals and ship referrals out there.Here's ever used the tagline the balls in your court. I like it. I like it, too. I was just like, I'm gonna grab these guys.We've got a lot of funny taglines and inappropriate taglines. You can insert your own ballsI love it. Alright guys, I think it's great. Smart Good job. You guys look these people up man look them up, get this, get their book and if you're in that boat, whether you're young buck and you're looking to get business look for someone who's trying to retire and vice versa I appreciate you guys coming on the show. We appreciate you guys listening to another episode please visit our website check us out real estate marketing do.com and connect with us on our social channels. Make sure you subscribe, follow like comment, and I think that's it. Appreciate you guys have a good day and you guys have a good day listening and thank you for listening to the episode. We'll see you guys next week 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 the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

You know as well as I do that leads are worth NOTHING if you can’t convert! They cost money and you get nothing back. But Tristan Ahumada is an expert at connecting and conversion and in this episode, and he’s here to take me through the steps he uses to not just convert, but convert RELIABLY from Facebook and Google pay-per-click ads.Most of us have a split of business where up to 80% of our business comes from repeats and referrals, but for Tristan, it’s more like around 35%! His remaining business comes from converted online leads, and he does it WITHOUT buying leads from Realtor.com or Zillow. I asked him to lay out exactly how he does it, and the first thing we discussed was connecting with people and understanding personalities.If you haven’t taken a DISC course, do it now! Understanding your leads’ personalities is key to conversion, and Tristan and I look at a couple examples of how (and why) it works. Once we’ve got that down, it’s time to talk specifics, and Tristan walks me through exactly what he does when a lead comes in. He covers everything, from how long it takes to call that lead, to how long it takes to follow up, and what to say. We even talk about how to deal when you’re having an off day!Next, Tristan explains why he went cold turkey and stopped using both Realtor.com and Zillow for leads. When he decided to leave both sites, 66% of his business came from the two of them, and he had to make it up from somewhere! He talks me through where he made that business up.We finish off by talking about how to build trust with a client, once you’ve made that initial connection. We talk about the best way to communicate (Text? Facebook Messenger? E-mail?) and how you know when someone really trusts you. Finally, we talk about stories, and why telling a good, authentic story, will get a lead to pay more attention to you and engage more quickly.Today’s Topics:Understanding personalities using the DISC methodWhy it’s important for agents to tailor communications to their leads’ personalitiesHow to incorporate different personality types into automated response systemsWhat to do when a lead comes in and you’re off your gameThe worst way an agent can respond to a new leadTristan’s tried and true method for following up on leadsWhy it’s key to capture buyers when they’re emotionalThe best methods of connecting with leadsWhy we pay more attention when someone tells us a storyConnect with Tristan Ahumada and the Lab Coat AgentsIf you’re not already a member, have a look and join the Lab Coat Agents group on Facebook, the largest real estate agent group in the US.

Are you born to be a team leader? Do you have what it takes to build a team of agents and make it prosper? It takes more than just being a great agent to lead a team, and one man who knows that all too well is Suneet Agarwal, so I’ve invited him on the show to tell me his secrets! Suneet is a team leader with Home Smart Realty in Sacramento, California, and he’s a Club Wealth coach and Lab Coat Agent as well.Suneet and I start off by discussing what it means to run a team, and what helps retain agents. He tells me how running a team is like running a business, and the culture-building tactics he uses to make his agents feel supported and valued. He also explains why you should never brand your team with your own name!Then we talk details: where does Suneet get his leads from, and how much does he supply to his agents? How dependent are they on him for their leads? And how does he provide them with incentive to go out and find their own leads?Finally, Suneet tells me how he chooses his agents, and gives me an introduction to how he onboards them. We discuss probation periods, new agent expectations, and his number one trait that will determine whether he keeps an agent on the team, or lets them go.Today’s Topics:How is running a team of agents like running a business?Why your agents should work WITH you, not FOR youWhy top salespeople tend to stay with the same company for long periods of timeWhy you should never brand your team with your nameWhere the best leads come fromHow to decide who to bring on to your teamThe number one trait that determines whether a team member will succeedThe question you should ask yourself BEFORE you start up a teamConnect with Suneet AgarwalReach out to Suneet Agarwal on his cell phone: (916) 216-7375. You can also reach his team directly, just visit their website at bestsachomesgroup.com. You can also email Suneet directly at suneet@bestsachomesgroup.com.

Guess what we're talking about today, marketing and marketing and marketing. But we're gonna be talking about a specific kind of marketing and why you need to be creating it. Everything you do today is content. The posts you make when you're taking up the ugly carpeting in the basement is content. The picture of you and your clients at the closing is content, that big ass kitchen with beautiful views, that is content, anything you publish is content, and you have to be creating it going forward. There is no other way, lead generation is dead and you're gonna burn out door knocking and cold calling. To further engrave this into your minds, we're bringing on Gary Pickren as our guest today. Gary has deep ties to the local real estate community. Since 1995 Gary has performed real estate closings, taught real estate agents, and advocated for all South Carolinians in changing South Carolina real estate law. Toward that end, Gary started a weekly video blog that has over 4,000 subscribers. He even started a real estate podcast in 2020 to better educate the real estate agents on issues in the real estate closing process.Three Things You’ll Learn in This EpisodeThe importance of being visual with your communication and why it is so effectiveHow to sound more authentic and why that matters Why podcasting is a great form of contentResourcesLearn More about Gary PickrenListen to Gary's PodcastReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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. Guess what we're talking about today, marketing and marketing and marketing. But we're gonna be talking about a specific kind of marketing call it media, and why you need to be creating it. So probably about a week or two ago, I was on somebody's podcast, and now he's on ours. And this guy's an attorney. He's a he's a he's an a boring attorney. Okay, talking about the most stuffy profession in the damn world. Like anyone in the attorney space. It's like you get attorneys, you get to doctors, but anyone that wears a suit pretty much all the time, or you would think wears a suit all the time. That's a very stuffy, stuffy business. Well, Mr. Gary here has taken the concept of creating media around his brand. He's a real estate attorney in one specific state, but he understands marketing, he understands content creation, he understands communication, and staying in front of people remaining on top of mine, the only way you remain on top of mind is if you create content, otherwise, how the hell do you do it? Everything you do today, guys is content. The posts you make when you're taking up the ugly carpeting in the fucking basement is content. The picture of you and your clients at the closing is content, that big ass kitchen with big ass views, that is content, anything you publish is content, and you have to be creating it going forward. There is no other way lead generation is fucking dead and you're gonna burn out door knocking dead cold calling dead. I'm telling you guys, it's common. We've been talking about this attraction thing, but I wanted to bring on the most stuffy business and show you how it even works in his damn business. And he's either due to a video he's doing in the form of a podcast, this podcast you're listening to is a form of media. I publish it every Saturday. And as a result, some of you guys, are you gonna call me next week and schedule a demo and spy my shit. And it's because I'm constantly adding value and want you're gonna convert sooner or later. I don't give a fuck what do you think but I'm gonna convert you. Anyhow, let's introduce our guest, Gary picker the show Gary wants to come in and tell everyone a little bit hello to you. Oh,what's up, man? First of all, I don't like attorney so I try to do everything I can to not be like an attorney. And that's whyI like you. I don't like attorneys either. I hate attorneys.To help wrong with it. You marry an attorney. You made a bad decision already. But yeah, I try not to be anything like an attorney. But Mike, man, I really love being on your show. You are the real estate marketing. Dude, you're a guru in this. And it is an incredible honor to be with you. And have you on my podcast. Really appreciate it.Yeah, he has a podcast going what tell everyone what that is because theyare podcast called dition dirt. And it started really in South Carolina just kind of a podcast talking about things that real estate agents need to know in terms of agency appraisal gaps, multiple offers, a lot of it applied to real estate agents all around the country. But recently, in particular, in the last five or six months, I've been very fortunate to meet people like yourself and some other great coaches and other agents that have said, hey, I want to come on your show and talk about some of the crap we do. And it's kind of taken two sides. Now we do a little bit of the legal stuff and things that agents deal with. But we also hit a lot of the marketing things, how to stay top of mind how to get a referral based business, how to do you know servant leadership, things like that. So we've had a really good run over here and it's, it's kind of taken off. It's been really surprising.So let's back into how you started this thing. Okay, so we're gonna start the beginning with this, you guys. Gary's a real estate attorney. He makes money off of real estate closings, but Gary's license in South Carolina. Right. Right. So you only closed properties in South Carolina. Is that cool?Pretty much. So yeah, we have we used to have an attorney in North Carolina. We got one in Florida that mainly it's just South Carolina.So how long ago until you realize you're like, I got to start creating content. And Gary today has a podcast and his main form of content Correct? Correct me if I'm wrong, but your main form of content is creating a podcast consistently every week. And all it does it has people like myself on it and other people and you interview and you give a marketing advice, right?Yeah, we have a podcast and also have something called legal tips, which is a video blog that we did that we send out through Bom Bom and I've created about a 4500 person subscriber list. And with that subscriber list, they're all pretty much real estate agents and the vast majority are in my market. We have offices in Greenville, South Carolina, Columbia, South Carolina, Lexington, South Carolina. So the vast majority of that comes from my market. And I've been able to hit that group in less than two years with 1 million opens of those videos. So the videos are usually a short topic one to three minutes. And then my podcast usually runs 30 minutes. But the podcast kind of came out of the idea from the videos, because in a video format, when you're sending emails out, whether it is somebody who has signed up for your blog, or somebody, you're just trying to attract through social media, most people give you a minute, two, maybe three, if you're lucky, but anything goes about two or three minutes, they're not going to listen to it. So when you start trying to talk about appraisal gaps, and how not to have your clients stolen from you, and things of that nature, you can't hit that crap in two minutes. I mean, just no way. So I decided, hey, why not try a podcast, it was going to be a one one a month. That's all I was gonna do. And that first one went really well for us. And the next thing I know, I'm doing one a week, and it's developed into having people like you and Krista and Jan and Jan and some other people on the show that has just really helped push it forward for us. And our people listen all over the country, which is really cool.And when did you realize like, how did you and most of your business comes from real estate agent referrals? Is that correct? That's right. So most of his business comes to real estate agent referrals, he realized that he had to do something to attract more and more referrals. And when did the light switch go out? Like you're like, you're like, I'm an attorney, I started podcasting new video series. How did you know that? That was a direction to take it?That's a really good question. So I've been doing this for 26 years, I started 1995, before internet was a thing, right? And I was the attorney in 1995, or 96, who told the guys in our office, let's don't get internet, because a staff will do nothing but play on it. It's no good for, for searching for porn, right? People basically use it for back in the 90s. And so, you know, I was kind of always anti social media. And then I've just over the last maybe seven or eight years when when our firm a bunch of lawyers and another from broke off and started this farm. And I said, you know, we have to be different than everybody else. Everybody's doing the same crap over and over doesn't matter if you're a lender, you're an agent, or you're an attorney, we all do the same crap over and over. And when you say, Well, what differentiates you from everybody go, I give great service. Nobody gives a crap. Everybody gives great service. It's kind of the expected, so you better come up with something that's different than everybody else is doing. So at that point, I was doing a representative of a real estate agency called Russell Jeff coat. And I was sending them out. They were a big independent that's been consumed by big major. But we were sending out basically a legal tip to the people that we worked with, we just type up a little email going, Hey, guys, don't do this, as we're seeing this being a problem. And from that, I decided, hey, this could go farther, because I was getting so many positive remarks about it going hey, I love your tip you did on this. I love your tip on home warranties. So we made it into a WordPress and so we started putting on our website as a WordPress. Well that sucked because, you know, I'm from the south and we type that type all this stuff up and we're different we, you know, I come up with my own version of English sometimes and the words aren't really really that correct. But you know, I was having to type this up, give it to an associate to proofread it, send it back to me, make sure everything's legally the way it supposed to be. And so you're doing a little two paragraph post is taking you hours. And I'm like there's got to be a better way of this crap. This should this doesn't work. And so I went to rehumanize at Bom Bom and ran into Alicia there. And I started thinking how could I take what I was already doing, which was being successful, and make it different than everybody else? And I was like, video, nobody's doing this crap in South Carolina. Why don't I do video. So I started doing the video is legal tips. And I started finding out instead of spending 30 minutes or an hour, typing it up making sure the grammar is correct. And I'm not using the wrong words that I could crank out content in three to five minutes because you know, they wanted to be authentic. They don't want to sound rehearsed. And once I cranked out that content, it exploded. I mean, it literally exploded all over the place. And what's that exploded, I started noticing every time I literally can be sitting at home on a Sunday watching a football game. And notice the number of opens and then hit Refresh an hour later. And it goes up two or 3000 on a Sunday afternoon in the middle of December. It's just amazing how I'm able to stay consistently in front of my client base, even when I'm not working. And so at that point, I said, Alright, I'm on to something here. This is working. Let's now look at where we can take it to the next level. And so we started the podcast but but ultimately Mike what really pushed me to do this and to keep really going farther and farther and farther. And this is everything we've ever done in this farm has been copied by every one of our competitors. Yeah, so eithera badge of honor. Right? It's a bunch of the Guru's are copying my shit.There's no doubt about it. I copy your shit, you know? Be honest with you. I actually posted a podcast I did a legal tip today and a business coach email me goes hell I love this. I'm gonna use this I will record it myself. But she's like, I'm just kidding. I wouldn't do that to him like I don't care still isthe best form of flattery, dude, the wheel you don't need to reinvent the wheel folks. You need to make it yours.Exactly. So at that point, I'm like, you know everybody's Feeling everything we're doing. So we've got to keep recreating, uh, coming up with new stuff, better stuff, more interesting stuff. And that's just kind of what we've done over the last six, seven years or eight years, really.So I like it. I like it all. Let's want to relate it back to Paco, we have their real estate agent. So a lot of people get stuck when they're like, Okay, what kind of content am I going to create? Now? Can I do it long term, you can never create content with first identifying who your audience is. Okay. And this is true for any business. Gary's business is real estate agents, his audience, my business is real estate agents, lenders, investors, we do videos for them. But a realtors business is 95 99% of time is their Facebook friend list the relationships that they have in life. So you have to look at those relationships and be like, Okay, how do I nurture these relationships? That's really we're talking about how I farm these relationships. And you have two ways to do it. One, you can just start talking about real estate all the time. And I'm gonna tell you first why that's probably not going to work as well as the latter. One is that if you are always if Gary, Gary, you're married, right? Yep. Okay, if you when you get off of work, do you? What's your wife's name? Emily, Emily. So when you get off of work, do you tell Emily and just come home and just keep talking about work? That you don't wanna hear? But yeah, what would Emily do if every time you communicated it was just about work?It was just not look at me. She she'd eventually belike, This guy's boring as shit. I'm going to divorce him and go find a 25 year old. But no, seriously, so but and but I can talk about work with my content, because people subscribe for marketing stuff, right? Gary can talk about work with his real estate agent list, because they're subscribing to get value from Gary. But people don't subscribe to the real estate agents that constantly hear about real estate. So that means you it's hard to always talk about work with your friends, family. It's also hard to talk about work with your audience. Let's just first identify it. Because real estate, such a relationship type business, I just think you need to remind you I don't think I know. You just need to remind people that you're in real estate and create content consistently. That's more entertaining. Doesn't have to always be educational, you guys.And we do a lot of content here too. Like during COVID. Every single thing you heard on the news was doom and gloom terrible numbers, everything was going to shut down the economy was going to crash were real estate was going to be the worst it's ever been in the history of the world. What's quite the opposite real estate actually wanted to be in the greatest city had ever been in much years. And so I started a legal tip called Gary's good news only. And every Friday, I would send out a two or three minute video on good economic stuff, good real estate stuff and good COVID news. So like if we saw COVID numbers going down, we saw real estate and I was just getting this stuff from Inman News or Fox News or CBS or NBC I just go on their websites and there was always a piece of good news somewhere that somebody wanted to hear about and I was getting emails from people when I stopped doing it and please start doing it again. I send this to my parents and did anyof that and here's the thing then you what you sent those out via bom bom right? So when he sends these out via bom bom it do not have your branding all over the all over the actual email that says you're an attorney. Therefore you don't have to during it you guys like what people see is very impactful. And the reason why video and vid being visual with your communication is so effective is because that's where your branding plays. Like no matter what if you're going to be doing a video you better have your damn sign or something that tells me you're in real estate there. Otherwise don't do the damn video. You're missing the point. But it's a giant game a reminder, remind don't tell remind, you'll tell. Can i Alright, so we get this podcast going. And then you and I would honestly if you would have told me as an attorney in South Carolina and we never met and say you didn't do a podcast if you would have told me that if I do a podcast? Is that a good idea? I'd say no, it's not a good idea. I'd say I would probably a video series in a local markets a very good idea because it puts your face with the name but the fact that you did it through an audio only version of a podcast in the local market but made a national presence is absolutely amazing.Yeah, and it's been a long time coming. I've been doing this for 26 years and during that time I've represented real estate agents at the real estate commission when they've had grievances filed against them. I represent the Realtors Association. A wrote that the contract helped write the contract for our Realtors Association. I helped write the seller disclosure form for the state. And then I got put on the real estate commission. So over my course of 26 years my brand has been common the Gary is the go to guy he's the one who knows about the seller disclosure. He's the one who knows about the contract. He knows about this. And so because my brand in a lot of ways has become that it was just a perfect fit for me that I was able to start doing the legal tips and explain the legal stuff. And you know, I don't there's not really a real estate agency in Colombia that I haven't represented at some form, whether it's a Keller Williams or color or Coldwell Banker or an auto real estate or whoever. And because of that been able to get this big following. And that's that has been a big help. I have to admit that. But yeah, that's been part of my branding is to be that go to guy. I do agree 1,000% with you my ability to target with agents with going straight education or majority education works to a point where I don't believe it would with an agent because if you're if I'm just a homebuyer and you're constantly hitting me over the head with what's a deed, what's, you know, what does it mean for sale by owner and all this? I get bored? I'm moving on. Yeah. But so we've started to because of listening to your podcast, and some others started trying to bring a little bit more that fun in and some of the other aspects and our podcast. No, it'dbe a good idea. Maybe if you guys did like a, the craziest legal stories of the month. Yeah, the summary episode of that. Like, even crazy, there's a agent here, she's gonna start podcasts. And we ended up calling it I don't know if she launched yet or not. But we ended up calling it humor house. And it was all about the funniest crazy stories that agents have in real estate. And what she was doing it for is that she wanted to create a podcast to create a referral based business from other agents. So humor, she just interview agents that would like tell their stories about like, the dead body they found in the house, or the safe that had like a pound of heroin in it or, you know, like, whatever it may be the crazy shit we see. Right? So I think that could have been a good idea for her. But you have to first come up with a theme you guys like you're gonna create content. My theme is creative marketing outside the box video content creation, personal branding, right? Your theme is legal pitfalls of real estate, stay out of trouble, essentially. Right? Right. So it's no differently. Each of you guys has a theme to create content with. There's a reason why people hire you. Because before you get hired, you have to be remembered. And the reason they remember you is your theme.Right? And it's worked very well for us. And you know, like I said, we tried to venture out with Gary's good news only also did a series one time, which I'm almost embarrassed to talk about, but it was called three dudes watch The Bachelor. I mean, it was a real estate lender, and it was another Real Estate Commissioner, and we would watch The Bachelor and then we would come in my office andwatch like react videos. Oh, well, wewould actually talk about the day after it's like this is what happened last night on this crappy crappy show. And it was a lot of fun wegot it wasn't that crappy? Because you guys kept watching it every week. Wow. That's like me. I'm like I watch every episode. I'm like, No, my friends. But you watch The Bachelor making the fuck out here talking about bachelor bachelor me watch The Bachelor. What are you talking about?Course that means like, where do you get to see 25 beautiful women hit on one guy that doesn't happen. That's why I never watch The Bachelorette. Because you can see 25 guys hit on one girl in any bar in America. Watch that.Yeah. So there's Alright, this is great, man. So I want to know, what's your advice to people? Because here's the challenge a lot of people have we all want to become internet famous yet yesterday, right? We all want everyone to know who we are, like three weeks ago. And when you start creating content, I mean, it's not gonna happen overnight. You guys like you don't build your brand overnight, you build over day. And I think that's one of the reasons why people don't ever commit to doing it. So why don't you tell us what that experience has been for you? And give some people some advice that might be thinking about creating content, maybe they're thinking about hiring us and get on video or whatever it may be. Talk, tell them a little bit about that.I think you hit a good point there is that everybody wants to be internet famous. But the question really is, is what are you trying to do? I mean, are you trying to be internet famous? So people will ask you to sell their crap on on the internet? Are you trying to become internet famous because you want to make your business expand? And that's been a tough thing for me to understand. And I kept doing videos on YouTube or doing something on Facebook or even doing a podcast wanting the million downloads, right? Everybody wants to say, look, I had a one go viral and a million. But if you are selling real estate in San Diego, where you are, and I get a million downloads from New York City, does that really matter? I would rather have 1000 downloads in San Diego where my clients are, where people are that are going to hire me to sale then worry so much about how many people around the country. When I first got into this podcast, I can track where they're being downloaded. And I got real excited going, hey, wow, somebody in Cleveland or somebody in Denver is watching my listen to my podcast. And it's a big ego boost. There's no doubt about it to say people around the country are listening to your stuff. But when you're really doing it to hit your market, what's really more important is core market. And so when I started really looking back at the numbers, I'm like, Okay, well, this week, 500 of the people that in my market that are looking at me that I might be able to close a deal with. Those are people who are listening to this podcast, these are the people who are looking at my legal tip video. These are the ones who are interacting with me. And so after a while, I kind of had to get over that ego thing that I want to go big and viral and all this stuff because it doesn't mean crap. It doesn't mean anything. And so that was the big thing that I had to come come away with is doing that. The second thing I had to come away with Is the authenticity of it matters so much. As y'all can tell, I'm very southern, I say words like Virginia and not Virginia because I make words up. That's who I am. I talk very fast, which is very odd for a Southerner, but it's just who I am. And I'm not going to change it. It's the way I am and people that work with you, and are going to use you that already know you that you're trying to stay in front of mind with them. If I came in here, and was very robotic, and completely different in my podcast in my video than I was in person, it would come across rehearse scripted in terrible. And so they need to know that Gary is Gary and what you get in the video and what you get on the podcast is exactly who I am. And if I say words, like forgot, I sort of forgot. That's who I am. And so that was one of the things I got over very quickly. I also had to get over with the podcast, and the videos don't have to be perfect. You hit record once and you record it, you do it. And when you say awesome, and the phone rings in the background, that's natural life. And that seems like a lot better than these that are very rehearsed and very script read. It just doesn't work.Yep. Yeah, I mean, that's why I like the viral videos on tick tock, or like a cat. Like here, I posted a my son. I posted this reel. And I'm not big an IG dude, I'm not an IG expert. I just put my content. There's my weakest channel. However, I'm starting to get into it. And just a little late to the game. But like, I posted a video of my baby climbing the stairs and he's grumpy and he's like, or, or and he turns around, he goes, and it sounds like he says, Hi, he goes Hi. I'm like grunting baby says hi. And he said hi perfectly, we didn't really mean to say I was this way. But I got like 3700 views on this thing. And then I look at some of my other content that'll be like real estate related or anything, I'll get like 12 views. So the point being is that it's not about the number of people that see your stuff. It's about the fact that you do it consistently. I have a lot of content that bombs, okay, that's great. But I take a lot of risks in life to a lot of businesses I started that never took off and was bankrupt. But I kept trying and it's the same thing with videos. As long as you focus on the consistency of it. It almost always works like I have yet to see anybody do video where it hasn't worked like I have yet to see a case study. No bullshit, you guys at least in in real estate agents in our industry. I've yet to see someone that has done video consistently for anywhere between two to six months and not see it work. I shit you not the only time it doesn't work you guys is when people don't like you. I said every week on this show. There's nothing we can help you with on that. Right? You're probably in the wrong career. To be honest with you. You're not supposed to like it. Everyone's not supposed to like you. It's okay. I like pissing people off with my videos. Some guy just made a video comment on one of my ads. And he's like, I have a video where I'm swearing believe that. And it's targeting a cold audience. This guy's like, well, you should. One guy goes, I don't really like to. I hate because it's such a turn off the use of the F bomb and I go, Hey, you can't win them all. Another guy comes in and says, Oh, we should learn how to edit first. I'm like, Hey, thanks for the advice. Right? I hug my haters. But if you're not hating, that means no one's watching it. Right?Well, you know, I failed at video first, I'll be honest with you. And the reason I failed at video first is I had no plan and no consistency. It goes back to what you said about the consistency. So when I signed up with Bom, bom the very first time I got really excited 15 videos, the first month, maybe the second month was like 10. And it was down to five. And by the fourth month I called Shane and said I'm done. I'm out. And he said come to this meeting. We're doing a rehumanize conference. So I went and I came home with six pages of notes of ideas. And I sat down I said, Okay, I can't implement six pages. I don't have enough time to do this crap. So what will work for me? And what worked for me was legal tips. I said, Okay, let's try this legal tip and see how this works. And just like you said, you got to keep trying and some things bomb and some things don't. Well legal tips took off. I mean, it was like bam. And so then I went to Gary's good new zoning, bam, that work. And then I went with the podcast, I do a legal tip, talking about the podcast, and now that goes on. So it's a lot of trial and error, and not everything's gonna work. But if you don't have a plan, you're gonna fail. And if you're not consistent, I come out every Thursday with a legal of podcast tip of what my podcast is going to be about. And I come out every Friday morning with that legal tip. And when I don't do what people ask me, where are you last week, you didn't do legal tip. And another thing I'll tell you, it's also found out when I do these videos, two things were important. One was background. To me people do videos where it's like, you almost wonder if they're sitting on the toilet when they're doing it, you know, it's just all you see straight up their nose and you see the back of a wall. And so I spent a lot of time developing behind me what my personality is and so if you can if you are on video, I have pictures of my family, all these different baseball fields. I've got my Cleveland Browns helmet right there. Yes, I like the Cleveland Browns. I've got some Johnny Cash stuff so like country music so I've put some pieces an outing and thought into what my background is. And then what I also found out just by happenstance is I forgot to do a legal tip, I was on vacation. So I pulled the video out and did one from Utah. And that video is my most watched video that for a long period of time, so then I started saying, okay, when I go on vacation, whether it's the Yosemite or Zion, or Moab, or wherever, I'm going to come with a list of three videos, I'm gonna do a video, every you know, every chance I get at different places. And when I get home, I'll come and post it, I don't post it while I'm gone. So we'll be able to have gone but those are amazing. Those are those have more views than anything because people are like, Oh, I've been to Monument Valley, or I've been to Zion, and they're relatable.Right? It's really relatable, your content, your content has to be relatable. It's like how ours are like just people that hate me. I'm sure like the guy swears to me, that's all it's usually like, it's usually it's usually all the old people do. A lot of people trust me. They think I get called it all the time. You're so frustrated, you make me sick, whatever. I don't care. Like, I'm never gonna fuckin work with you anyways, dude. I mean, like, I don't, I don't care in but you have to, I understand that. I'm not meant to attract everybody. But I think I attract a lot more because of how authentic it is. And it's really just not holding back. I think it's very, very well, any, let's wrap this up. And let's see any closing thoughts you have for anybody that is thinking about possibly getting started. I mean, you're doing it as an attorney in a local market. And it's just a, it's ticking off for you. So what else you want to tell anyone else that's thinking about, and I'm not saying get on video, of course, video is the best one to use. But you have to start creating content, wherever it is, whether it's pictures, whether it's written posts, whether it's written emails, I don't care, you have to create content, it's no longer optional, it is a necessity. And if you're not creating content, you are going to be out of damn business.Well, I think you're going out of business, if you do do something else. And that is you got to understand that regardless what the market is, there's too many real estate agents, right? There are a lot of part time agents, a lot of excellent church agents. So the agents who signed up became an agent, they're gonna sell a friend at church, a house that will sell a friend down the street, a house, and that's it. But we have I think, even in South Carolina, we have like 60,000 Real estate agents. And so you have to figure out what is going to separate me from everybody else. We don't want to be a commodity. And if you're a real estate agent becomes a commodity, all you're doing is replacing one with the other. So you have to show value, and show that you're different than other people. And if you will go back and look at your multiple listing service that they have the stats for you go back 10 years and look at the top 10 agents and tell me where they are today. I bet you almost all of them are not in the top 10 anymore. It's a new group of people that come in the top 10 Because people are not planning ahead and looking and trying to be ahead of the curve. One of my clients told me one time he's a builder, he said, if you're not changing your business and how you're marketing what you're doing in your technology every two to three years, you already two to three years behind. And so we have learned that you know, like, as I mentioned earlier in the show, we came up with the signs that everybody stands by and you take a picture says my real estate agent rocks came over that in 2015 or 16. Every lawyer in Colombia has that now every lawyer in South Carolina has that. Then I started putting TVs on the wall. And then everybody started doing that. And then we started putting MLS pictures on the TV. We did Greenstreet screens. It's gotten to a point now where it Blair Kato, we actually have our own beer. I mean, we've had our thinking so far the box, we have candles that have our own scent, you walk into a casino, you know what it smells like you walk into black ghetto, we want to know what it smells like, with the iPads, we have our own. We have music going during our closings from XM Radio, we have a bear call closing time that we do at Columbia craft. So you've always got to be thinking ahead and what's gonna differentiate me from the other people using the real estate marketing dude, he's taking a lot of that thinking out for you, because he's helping you come up with these plans. So if you're not working with the real estate marketing, I don't know what you're doing. You got to get with somebody who knows what they're doing, they can help you develop a plan that you can implement and that you can put in place and that you can market and change when you need to change because I'm telling you at 26 years, the last five years has changed change more than the previous 21 and I guarantee you the next five years will be so much more change than we've had this past five years we're looking at remote online notary electronic closings, everything is going to be changing in the next five years this this what we're talking about today in three years will probably be old hatwell said and thank you for the plug. But yeah, he's focusing on the client experience you guys and that's extremely important how you make people feel is what they remember. But you got to be top of mind for them to experience that first and that's why you have to create content so you have a brand appreciate you guys listening to another episode of real estate marketing do podcast Gary want to go ahead and tell them website they could check out your stuff tell me your shows that so they can reach you if they have any questions. And you canfind me at Blair Cato BL a ir ca to calm that's on the web. And then if you want to find our podcast it's called dition dirt without a GDI Shi N apostrophe dirt On any podcast platform, and you can find blackhead on internet on the Instagram or on Facebook at Blair Cato.Awesome. And thank you folks for listening to other episode real estate market, new podcast. If you're looking to build that brand, start creating content, we'd love to speak with you. It's not very difficult. I need one to three hours a month from you. That's it, and we scripted it and distribute your video content and make the whole process really, really simple. So, you know, visit us real estate market to do.com Thank you for the reviews, connect with us on our YouTube channel, Facebook and now follow us on Tik Tok and IG and if you'd like to keep the conversation going, but we'll see you guys next week. Thanks for tuning in. Don't forget to leave that review. So you guys 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 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.

Getting the best referral business is all about putting yourself out there and staying in front of people’s minds! Successful businesspeople are using video to transform how they communicate with their target audiences and market their brands. Jeff Pfitzer is a mortgage broker in the St. Louis area, and is using a combination of video marketing and great service that’s built his agent referrals up to 80-90% of his business. In this episode of The Real Estate Marketing Dude, I’ve brought Jeff on to tell me his branding secrets and how his videos are disrupting the market.Are you an employee or are you running a business? That’s a key part of what we’re talking about. Are you dependent on a big website like Zillow for your leads, or are you putting yourself out there and bringing in your own business? Jeff and I discuss why depending on Zillow is a bad idea, and what it looks like when you break free and start thinking of yourself as a business rather than an employee.Jeff is using video to differentiate himself from his competition, so we talk about what it is about video that catches people’s attention. We talk about why, if you’re in the real estate business, your videos should almost NEVER be about real estate, as counterintuitive as that sounds. Finally, Jeff talks me through the development process behind his first ever video, which had over 4,000 views in its first week.Today’s Topics:Why differentiating yourself in the mortgage industry is keyBuilding a brand is a fundamental skillHow to stand out in your marketThe three most important parts of video communication: body language, tone, and contentWhy you should never talk about real estate your videosHow to work hard to position yourself, even in a slow marketWhy customers don’t remember you until they’ve seen you seven times or moreAn example of the type of high-engagement video that will make an impactConnect with Jeff Pfitzer:The best way to reach Jeff directly is by text at (314) 220-4945. You can also call!

 If you’re not focusing all your energy on attracting leads online, you’re missing out. Today’s real estate industry is so competitive that your most profitable business comes from referrals, rather than direct. One of the most reliable ways to secure referral business is to do the lead generation work for realtors – so they can concentrate on closing, and send the business back to you. I’ve brought in The Hardcore Closer himself, Ryan Stewman, to talk to me about strategies he uses for attracting leads online, and tell me his tricks for bringing the best quality leads to his agents.Ryan Stewman IS the Hardcore Closer. We’ve talked before about how important your personal brand is, and this guy’s got it down. We start off by talking about authenticity and building a strong following by letting your personality shine through on social media. Ryan started his career in the mortgage business in 2003, but in March 2010 lost his license due to regulation changes that disqualified him due to events from his past. In 2009 and the first part of 2010, he’d already closed 260 deals. Rather than fighting his license, he turned to selling social media management to real estate professionals, and really focusing on sharing his expertise.In this show, we’re talking about why lead gen is so important, and especially why it’s vital to help realtors with leads. We’re looking at what’s working for him in terms of bringing in business, and some concrete steps of how to handle new leads to get them to convert. We’re also discussing why you shouldn’t be tempted to play it cheap on social media, and how much a good campaign might cost you per lead. Finally, Ryan also gives me some tips about how to handle agents to get the best return (in terms of referrals) from the leads that you supply.Today’s TopicsWhy authenticity is key in building your brand on social mediaHow to decide who your social media audience isWhy it’s key to work with realtors and feed them leads, and what you’ll get in returnWhy big companies are now hyper-focused on lead gen for realtors, for FREESocial media and how it’s making it easier to get some exposure back from Zillow.comRyan’s verdict on whether agents should have IDX on their websitesConcrete steps to setting up a funnel for leadsWhy you NEED to make sure you have a privacy policy and terms set up on your websiteWhat’s a reasonable budget for a Facebook ad campaign with decent return?Connect with Ryan Stewmanhardcorecloser.comWebinar Registration: hcwebinar.comResources MentionedCardTapp app: hcapp.coAgent Legend: agentlegend.comKick-Ass Copywriting Secrets of a Marketing Rebel by John Carlton     

If you haven't been following this show, we've been on this little kick lately. And what we've been chatting about mainly has been running your business as a business not being a salesperson, just chasing your next check. You have to realize that you're running an entrepreneurial business and you are the business you are the brand. And that means you're running a damn business. If not, you're just a salesperson. We're gonna talk about how entrepreneurs really run their business as they spend more time setting up systems and things in their business, they could work on their business and not in it. So if you feel like you're just being ran around by clients, you don't have enough time in the day, today's guest is for you. He's in charge of the book, work the system. This dude knows what he's doing. Josh Fonger is the CEO of WTS Enterprises, based on the best-selling business book written by Sam Carpenter (you can find a free version of it right here. Work the System’s mission is to help entrepreneurs get out of the day-to-day of their business by managing their systems. (Naturally, financial growth and freedom follows.) To accomplish this business mission they focus heavily on training and certifying consultants in the WTS Method so that they can make the largest impact worldwide with our coaching and consulting services.Three Things You’ll Learn in This EpisodeHow to make more and work lessWhat step you are currently atHow to help owners/entrepreneurs fix their life expenses by getting control over their systemsResourcesWork The SystemReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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. It is 2022. If you haven't been following this show, we've been on this little kick lately. And what we've been chatting about mainly has been running your business as a business not being a salesperson, just chasing your next check. Unfortunately, in the real estate space, whether you're a lender and investor or real estate broker, that's just what happens. You have to realize that you're running an entrepreneurial business and you are the business you are the brand. And that means you're running a damn business. If not, you're just a salesperson. So what we're gonna do today is because it's the beginning of the year, because it's 2022, we're gonna talk about how entrepreneurs really run their business as they spend more time setting up systems and things in their business, they could work on their business and not in it. So if you feel like you're just being ran around by clients, you don't have enough time in the day, this episode's gonna be for you. He has, he's in charge of the book, work the system. This dude knows what he's doing. And without further ado, we're gonna let him tell you all about it. Josh fungerer. Ladies and gentlemen, why don't you go ahead and introduce yourself, Josh, and tell everybody a little bit about yourself, we'll get right into this interview.Sounds great. Glad to be here. Thanks, Mike. Yep, Josh bunker. And those, I don't know if you guys have this on video or not. But I'm only have a book called work the system, what I do is take the methodology in that book, and help his owners entrepreneurs fix their life expenses by getting control over their systems. And ultimately, that allows them to make more and work less, which is what most entrepreneurs would like to do. And we kind of free up their their mind space as well.In the real estate industry, we all get into this business, because we think we're gonna work less and control our hours, but fucking nothing is further from the truth. You get in the business. And if you get busy, you have no life. And it's a major problem within it. So I think everyone here is going to really appreciate what you have to say, sorry, I'm going to cut you off.No, that's great. Yeah, I've worked a lot of folks in in real estate, whether it's investors or realtors, or developers and home flippers, or you name it, anyone who's doing any kind of work ultimately has things that they do every day, every week, every month. And our whole goal is to help them see the separate pieces that make up their lives. And then realize those can be made from organic, which means you're just doing it by the seed your pants, just reacting to mechanical, you can mechanize those things. And it starts with a shift of the way you see your work. But then once you see your work differently, you can start to take those separate pieces and get some help along the way. I'm sure a lot of people who listen to this have some assistance or some part timers people that they that they use, and how to really expand that help and duplicate what you do. And ultimately, it's allow you to buy more houses, sell more houses do do more of what you already doing, you just gonna be able to expand that. Butso many of us are control freaks, I'm guilty of this I guy, I'm the guilty, I'm your ideal client. The, you know, no one could do it as good as I can. Or, and honestly, I've been you guys, I've been going through this shit for the last three years, no BS, like I've had a road from hell building these businesses. And I've lost family time. I've suffered time with my wife. No doubt, and I have no problem sharing that with you guys. But I've also learned a lot about business throughout this last three to four years of my transformation out here to San Diego. And what I've learned a lot is what my business partners have taught me and working on the business. I'm an operator. I'm not a business owner. That's one realization I came to this year, it's very hard to go from operator to business owner by by mindset, I'm just an operator, I like being in the fucking grind, like get in the trenches. And I'm a control freak. I don't like giving up stuff because I don't know if anyone could do it quite as well as me and I think a lot of people that are entrepreneurial are in that position. Which is what real estate agents and lenders are. So how do you is it fair to say that's the first step?Yeah, it definitely is. The first step is to is realize where you are you are self employed operator, right? And it's a build, they like to stay in that phase. And that's fine just to stay in that fight phase but you're, you're going to hit a wall, right? We call it the plateau and whatever that plateau is maybe that's making, I don't know, 100 grand a year, 200 grand a year, whatever that plateau is. You're going to be able to raise the plateau a little bit if you work more hours and your pipes gonna go down if you work less hours, but you're just gonna hover there, we call it a yo yo business, basically, you're going to be there. And if you get sick or you have family issues, it's gonna go down. And then if you you know, have less responsibilities at home, you're going to go up, but you're not going to go anywhere. At the end of your life, what you built will just be a job, and you can't sell it, you can't expand it, and some people are fine with that. And if that's you, then you know what we're going to talk about the rest of today, maybe you won't be that helpful. But for those who want to go beyond that, there is a way and it is a different way of working.You're right on the money with that. But God I'll use myself, as an example here you guys is that when you will hit a plateau, you can only do so much. You won't grow your business by yourself. There is no I in team. And no, I get to the next level like and we're talking about running a business like not just being the average agent, you wait, you sell fucking 50 houses a year, congratulations, I'm talking about selling 150 houses a year 300 houses a year, becoming literally local celebrity building a brand in your market that requires business. And there's no way that anyone in the top ranks right now, regardless of what profession you're in, does this without what I think you're about to share with us. But at least the vast majority unless you're freakin Superman, but let's be honest, we're human beings. We have feelings, we have needs and whatnot, and it's very difficult. Let's start off with how you sort of walk us through how we work the system here, if you will, and let's start off with that. Like, how do you and I'm just gonna act like how do you? I feel like this is a question. But how do you know what to give up and what not to give up? This is something I personally struggled with. Because ultimately, the biggest thing is you got your business you're running, there's a million things going on. You're the CEO, CFO, accountant, CPA, you name it, you're wearing every hat. Where does it make sense? I think one of the hardest things people has is I have to pay someone for that. What do they decide? And how do you help people overcome that? Because that's the control factor, I think is just was hard for me at least Yeah.Oh, yeah, definitely. And I think that's a really important step. It was usually a few steps before that. And the reason why is to handoff. So whatever you're doing right now, and entrepreneurial people, especially in real estate has a lot of ways to make money in real estate. But people who are entrepreneurial in that space, they, they there's so much in their head and in their instincts and in their experience, that they know how to make success out of all sorts of random situations. And so they they've lived that for so many years that you had to hand over what you're doing right now, or even pieces of it, the next person you handed over to is going to drop the ball, they're going to screw it up, they're going to miss the context, they're going to miss the opportunity, they're going to botch it. And so even before you can start handing things off, is you need to do, you know, sit out, sit alone for a minute and really think, okay, of the 10 different ways I make money in real estate, what is the piece that is the most scalable, that is the most efficient, that is the most simple, that really I could build a team around. And that could be duplicated, because maybe it's not everything that you do, but there's probably certain pieces. And that's the part that you want to really think through and make a business out of, and we call the document, you write a strategic objective, because if you if you do that, then you know, okay, there's, again, a lot of ways to make money real estate, but the business I want to build is going to be Gatineau flipping houses that are in the, you know, starter houses that are under $300,000 a year, or said that would be much in San Diego, but you know, whatever, whatever the range is gonna park in space. Yeah. And so you you pick, you pick exactly the kind of housing type, you pick the exact area, you pick the exact buying type, you pick the exact, you know, all the different pieces, and you really simplify it taking this, this buying group this product this way, you know, marketing this way, and like this is the plan. And then, and then you can start bringing people on. Because both people want to do a good job, they just don't know how to, they don't know what a good job looks like. And they don't come with 20 years experience. It's not their business, they learn how dedicated and so you you have to say hey, it's a very simple thing, I need you to move this from point A to point B, I need you to to pound a real estate sign in the grass. Can you do that you dig the hole, put that in there. And yeah, someone can do that. And so the more you first have a simple strategy, then you can have simple processes and then you can bring in people to do simple things. And if those people come and go, which they do, then you can bring someone else on to do the same thing because you've you've mechanize a simplifies the pieces of your business and allow yourself to do the things that are more gray area decision making more complex. There's a lot of nuance, there's those there is you want to stay in, but you want that that piece your business to shrink, right. So right now most entrepreneurial real estate folks, everything is gray, everything has context, everything has nuance, but you want that part of your life to shrink over time, the more that can shrink, the more your business that's scalable, can can grow. And that's ultimately what you want to do. I'll say, I have a client that I had years ago actually in Guam, so we do coaching and consulting, and they buy our products and, and one of them was a realtor, right. And so she was a realtor in Guam, and she focused on selling houses and the whole island of Guam. I'd never been there before. But then she realized that her key bind type was people in the military people were coming there, you know, to be there for a few years. And they were leaving years later. And like, this was her core thing. And then she realized that there was a certain kind of house that they wanted. And then she realized that they were mainly buying houses or searching for houses, out of state or out of country, like there were somewhere else looking. And so she said, You know what, I'm just going to do social media posts, specific to this kind of buying group. And she just became the face the brand, she's very bubbly. And then she had her agents, she built up a team of agents, who just did this one type of house for this one type of buyer, who had this one type of situation where they'd be there for a while, and they would leave and they had, you know, a spouse, and one kid or whatever that might be kind of in that life range. And that was a business very simple, build a team around it, and didn't have to do all of the real estate, commercial, industrial, you know, every other kind of real estate, you know, storage rentals, renovations, she just did her thing. And that's what allowed it to be simple, profitable, easy, and ultimately more, more fun, because she could do what she likes to do, which was kind of be out there and be the face, but not actually handling the client work or the paperwork, or the, you know, the headaches that go into it.It's one of the one of my favorite books I've read in the last few years has been The One Thing by Gary Keller. And he talks a lot about that, like, pick out one thing you do well, so let's put this in the context for a couple of the agents out there or even it'll say your mortgage broker be really good at FHA loans. Now, I agree with this, I believe that when you're really good and your niche or your niche, however you want to say it, I think that is when you actually sell more and do more. I think when you the problem I think you have in real estate, because you're right, you're saying you're hitting on the DoD guys, this is really good. You might want to play this back. But what he's saying is that what are you trying to resonate, and you become the jack of all trades, you master zero. And when that occurs, you end up losing other opportunities. And if you were just to narrow down on a niche, so let's play this through on a couple different aspects. Why do real estate investors never have a listing problem? Like in any market, like real estate investors are always flipping houses. But then you have in this market right now, where inventory is very tight, regardless of where you're at in the country, you can't get a real estate agent can't get a listing if they bought one. But Riis investors are picking up properties for pennies on the dollar easily. It's because they do one thing very successfully, they focus on motivated sellers, distressed assets, and they put their cash offer in front of them over and over and over again until someone raises their hands and therefore they eventually find a property to buy. So what does that for you, you guys, realtors go out there and then they buy leads over here, then they go out and buy a software they never use, then they go out and invest in some coaching system they never take the lessons to and then they go out over here and then they go to this and this is every freaking you guys are a bunch of squirrels is what the problem is? Well, Heidi personality, like me, I'm like one of the worst of it. But how often you see that? Is that pretty common?Oh, yeah, well, and I think that people who are in sales, like realtors, it's even more common, the more you're in a sales environment, perfect face to face sales. The skill sets that you need to be really successful making connection and making these deals happen is like the opposite skill set that you need to build a business. To build a business, you have to be someone who can just sit quietly, and see the separate pieces and document their systems and be more of a you know, behind the scenes engineer than somebody who's really good on the spot. And I think that that's hard. And if you don't, if that's not your personality type, then you can know that but still know that's a key part of your business that you're lacking. And so maybe you need to bring out someone who's an operations manager. But they wouldn't have to be full time to begin with. They could help you with the operations. They could help you get those pieces dialed in they could help you line up a sequence for you. Because I mean I mean a lot people in sales and that's just not their their way of living. But they know they want it and I don't I don't say don't don't become something you're not just understand the importance of it and try it bring someone on, you make a few more sales, and then use that money to invest in your business, you're not gonna invest your time at least to invest your money in your business, and don't invest in coaching yourself to be something that you're not. I think that's because I've tried, I've tried a lot of people, you know, to make them into that kind of a project engineer, and they hear it, they think about it, they like it, but they don't do it. And I've gotten more to the point where we know what, that's really not you then find somebody who is like that, who really likes to cross the t's and dot the i's, they really like to build these separate systems, and bring them on board. And oftentimes, you have to pay those people very much. I mean, they, they really like to be behind the scenes and, and help you put those pieces together. And then you're gonna find that, again, scalability happens then.So basically, list all the stuff you hate, or you're not good at, that you have to do to get by with your business, make a list of that, outsource it, figure out how to outsource it, whether it's a VA, or maybe you hire someone in house, you hire what we call slash I'm going to give you a little bit everything. But that's what we're seeing here. Yeah.Yeah, well, but again, the first thing is, we call. So there's different methodologies into the first step to ours is systems mindset, mindset shift a strategic objective operating principles, general principles. And then after that, yeah, just like you said, it's breaking apart your business in terms of what I would do with business owners is to help them first see what what they're doing. And so it's pretty tedious, but actually writing down every single thing you do throughout the day, and do that for three days. And you're going to see, most of what you do is pretty remedial work, most of what you do, wouldn't have to happen. If you're driving out to properties to take pictures, maybe you're, you know, I don't know listing things online where someone else could list it, maybe you're doing various things that you wouldn't really have to do. And, and once you have that list that it's about, who can either do this, or doesn't need to happen at all. So automating that, delegating it, deleting it, oftentimes, a lot of what people are doing doesn't even need to happen at all, or it's the wrong thing. They're putting something that would be really great once their business was in order, but they just need to put some things in order first. And so you know, stop doing that thing for six months, and just build a few infrastructure elements first. And I think you put a good point out there in terms of the people you bring on board. In some cases, you want us an expert to do a thing, like I have a bookkeeper who just, you know, does my books, she doesn't do 10 different things. And she sends out invoices, she does the books, she prepares the things to give us my account, my counter says taxes. That's the one thing that they do. So there are some you know, I've got a guy who does video editing, he just does video editing. He's great at video editing, I'm not going to have him also do sales calls like he just does the one thing that you want to have some of those you know hired guns on your team, especially as you're growing.There's there's gonna be a specialization and then there's going to be the nuanced stuff that's like must do but someone can take care of a lot of this stuff, especially transactionally in the transactional business. Yeah, did you guys hear what he said? He's just said if you need to outsource your video editing, that's exactly what we do you guys. That means if you need to script that industry, but your videos you contact a real estate marketing dude, because that is about money making activity. Anyways, edit, take that plug real quick. So yeah, it makes a lot of sense. There's a lot, a lot, a lot, a lot, a lot of stuff to unpack there. Alright. I go through I figure out what I'm doing because it is also if you're running a business, you're good at something like if you're at this stage, right? So identifying what that is and what cannot be duplicatable was one of the things I figured out early on I'm like what can I do that no one else can buy that I can't hire out. Right for realtor a lot of that's gonna be the face time the one on one go in there and close a dam appointment. You don't need to be the one to show up and take the damn photos with the photographer that's a waste of time you don't need to be the one putting up the lockbox that's a complete waste of time. If you're a lender, you don't need to be the one taking in the paperwork. That's a complete waste of time you need to get them on the phone you're pretty face in front of them, make them feel secure and then hire out all those tedious type tasks. And yeah, what does that mean you have more time to create content more time to spend with your family more time to I don't know do whatever the hell you want go on fucking vacation who cares? Live life but it makes a lot of sense. I'm living in it right now everything that he's saying is right on you guys and I've made the shift in like literally 12 months 1218 months I would say doesn't happen overnight though does it?No it doesn't it that's why we like get people to write some things down so that they can hold themselves accountable to actually sticking with the plan that came up with because as you know, there's always that next deal that comes in the door and it takes you off track and you're like well I've been really focused on this this housing type but then you know this multi multifamily you know, unit came in, so I'm gonna get You know, spend my a spinner wheels with this for next two months. And so you have to really be eventually discipline to stay in that line. And the other piece about really doing what you're really good at Mike is, eventually, you become so good at that you can start charging premium prices, you can start to really raise the rate of what you you are personally worth at doing what you do, because you don't do hire things. You just do three things. And so I you know, and that depends on different industries. I don't really know how much of a premium you can put on your pricing in real estate, butI think quite a bit. Let's play it out. I'm gonna be two different examples. Well, you live in Hawaii, right. What's the town you live in the city again?I live in Kelowna. So Kawhi is the island. Yeah, soKawhi is the island. But Hawaii is a bunch of different islands. So there's a difference between a Hawaii real estate agent and then one that specializes just on that island? Yep. Yeah, like the one who's just on that island is going to demand a higher rate than the one that's not there. And the thing that I think too, in real estate is that we often be like, Oh, my God, people often don't care as much about price, as I think we put an emphasis on and I think that goes for any business. There's a reason why Ritz Carlton exists and Holiday Inn. It's just based upon the experience, there's gonna be a market for both you guys, and you have to realize that it's one of the biggest questions when a realtor what's happening in the industry right now is there's a lot of we call it commission compression. There's a lot of outside forces, trying to remove the Commission's there's a lot of outside forces trying to remove Realtors from the equation. Do a travel agent reboot, if you will. But and that's where a lot of this in the industry is a lot of agents having to do things differently having to reposition themselves having to rebrand themselves. And it's what you're saying is right on because I the whole message of the show you guys, you guys got to own one you got you got to do one thing with your personal brand very, very well.Right? Yeah, totally. And I and, and as you probably know, from talking to me, I work a lot of industries, hundreds of them. So I don't know much about real estate. But I know that I had a client years ago who owned a fleet of taxis, right? It was in the taxi, it's like, maybe eight years ago, nine years ago. And we all know what's what's happened to that industry, right with Uber and Lyft, and all that stuff. And at the time, you know, everyone kind of wore his his fleet, the different different colored cars, different clothing that his drivers wore, they would say different things, the brand wasn't really tight, they had some repeat clients, they had some private clients, they had some, you know, high end, low end, you know, will be at the airport, they're all different things. I said, you can see what's coming with technology and what's happening and, and you're really gonna have to be, you know, clear on what your brand is, I mean, and we came up with this whole plan, which was going to be you know, really higher end cars, it was going to be private clients, it's going to be clients who wanted consistency, they wanted to get to know you, they were going to be your personal drivers. And really just focus on that don't Don't be the generic, Uber Lippard just coming up then. And, you know, he just didn't, he didn't go didn't go for it. He said, Well, you know, I've been a miss out in the airport, I'm gonna miss out on this, I'm gonna miss out of that. And my drivers don't want to all wear a uniform, and they don't all want to be consistent. So the people didn't want to be consistent on his team. And therefore he just diluted and never heard from the guy again, I'm sure he's out of business, he's probably probably he's probably an Uber driver right now. And I think, like you said, it probably happening exactly the same in real estate. Not that I follow it closely. But if all of the low end people who want the cheapest people who want who are fine using an app or using a website to find their own house, and they're really trying to cut the commission down i'll be trying to be at the highest and you know, very specific, very custom very unique, you know, know, know your market know your niche, know your, what, you're the best ad in the world in terms of helping in this particular industry, and then charge a premium. And don't be ashamed about it. Like yeah, I help people find houses that have Olympic sized swimming pools that are near the ocean or whatever. And that's what I do. If you want Olympic sized swimming pool, I know where all the Maranta it costs extra 10 grand, I don't know, I mean that here'sthe hardest part of that is that when you do make the shift, guys, this is what happens. The hardest part about making it is that there will be an opportunity that doesn't fit your new narrative that you have to turn down. It'll be a short term loss for a long term game, though you have to realize that Yeah, and just like the scenario here would be like, Okay, let's just say I'm in San Diego I only focus on coastal properties. So that means I'm west of the five you know, the market or their you know what that is? I'd focus just on the west of the five but let's just say I get a listing 20 miles inland. I got to say no to that listing, because what we're saying while I build my brand going west of the five because over the long term, if you play your cards right you fully commit You'll win out. But in the short term, you might lose out in that little than that one deal that you just took inland. So you have to discuss and figure out what that is for you. And be willing to do it is the hardest partis there's two things, you also wanna think about what then I totally agree with you, Mike. One of them is, if you're consistently getting work that's outside the bubble you've defined, find other partners, friends, referrals that you can send out and get paid something for, you know, I used to this kind of work, but I don't anymore, I give it to give it to Rick. Okay, at least I'm gonna get 1000 bucks or whatever, I'm gonna get some fee, but I can keep my head straight. That's one way to do it. And the other way to do it, and this is what I do as a consultant, is I do one thing, I help people, you know, shift from being, you know, self employed business owners to being true business owners kind of help them make that shift using a methodology. But if somebody comes to me and says, Josh, I love your podcast, I love I want to work with you. I mean, I'm working on this startup, and we're doing whatever, you know, can you work with me? And I'm really intrigued by it, I will just raise my fees dramatically. And I'll say, You know what, it's going to be $10,000 a day. I'm just throwing a number out there. But I'm happy to work with you just $10,000 a day. And if he's like, sounds great. Let's do it. Like, Oh, okay. Well, you know, so. So it's more of a not saying no to opportunities, but you just raising your rates, because it takes you off of your key business. And I think that helps people during the transition period, as well, as they're not saying no, they're just saying, you know, my time is worth this, it's going to be a distraction, it's gonna take me off course, I'm going to put a high dollar fee onto that. If it happens, I'll do it. But if it doesn't happen, I'm okay with that, too. I did that with a speaking event. I don't I don't do keynote speaking. If you're watching this, you probably know, I'm not that dynamic of a person. And so I those persons, like I want you to speak at our annual event, it's going to be so important. And I'm like, Well, I don't really do that. It's not part of our business plan. It's not reallya perfect example. Like, would most people be like, I speak in a keynote I'm in. But you're like, so disciplined that you know, your lane.Yeah. And it's not scalable. It's not going to be I can't use my team to do it. I have to travel. Thisis my team to give a keynote. That's funny.So it's a, so I said, Okay, so how long is it? It's, it's an hour to $5,000. Okay. He Said, She Said, sounds good. You know, and like, Okay, well, I guess I'll, you know, do my standard by standard stick for five grand and that'll go horrible. Call it a day, but but it's not something I want to do every day. But then I can take that money and invest in things that are scalable, that don't require me to be here. And so that's, that's, I think, mentality that you want to have. But like you said, it doesn't happen in a day you have to be disciplined. I'm personally not discipline. I mean, I that's something that I was just talking to, you know, Sam, the author of the book is that that's 2020 to be more disciplined. That's and entrepreneurs have a hard time with that. Yeah.No doubt. Well, this has been awesome. Closing notes, closing thoughts, guys. The one thing that you have to own in the real estate business is your network, your database, anyone who you know, basically your Facebook list because 88% of business is going to come from the people that are just around you that either know you personally met you they referred to you or you have worked with them in the past. That's where business comes from in real estate. So if you're gonna own one thing on your damn database, on your social media accounts, and make sure every single person you know knows what the hell you do, and if you need help doing that, we would love to help you script edit and distribute your video content. Josh, why don't you go ahead and tell people how they can find you read the book, check out his stuff, you guys it's been this is while we always talk about making money and all the glamour shitter real estate buying nice cars and all of that you don't get there unless you do this first. So look this guy up. And Josh, go ahead and tell them how they can find you.Sure, yeah, could a WT s enterprises calm and there, you can get a copy of the book, the book summary. So if you don't wanna read the whole book, which I recommend you get the book summary there for free other business resources and all we do is help people like you scale their business with with this methodology. So coaching consulting done for you services, and if you want something else, maybe you want to ship your business, I trained consultants so I train and certify consultants in this method because I can't do all the work and tons of work out there. So if you ever want to make career change or be consultant, let me know and happy to talk about that.Love it man. Appreciate it appreciate you guys listen another episode of the real estate marketing dude podcast. Like I said before, if you need help building your personal brand and you want to do it with video, the only time it doesn't work is when people don't like you. But that's nothing we can help you with. So, but if you do need help scripting and editing and doing all those non money making activities we just chatted about, quit thinking about it and get on the computer on your phone and scheduling demo with the real estate marketing dude right now. Appreciate you guys follow us on social keep relieving the remarks leaving the comments and the reviews. We love you. See you guys next week. Peace out. 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 do.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.

So you’ve got a pile of leads from a variety of sources and levels of readiness to make a purchase. How do you convert them into customers? What channels do you use? How long do you wait to respond? We are answering all these questions and more on today’s episode with Jessie Beadoin, CEO and Founder of CallAction.co. CallAction.co is a lead engagement platform that lets you personalize your messages to prospective customers on a whole new level.Nowadays most leads are coming through online, and we are living in a mobile-friendly world. It is time for our engagement with leads to catch up to technology! And no matter how many leads you may acquire across all your channels, the key to conversion is in the right follow up technique. That’s where Jessie’s software comes into play. Through quick response and personalized messages, we can engage with our customers and make a good first impression. Jessie and I go into more detail about the types of inquiry messages realtors typically will receive, and the differences between a daytime vs. nighttime inquiry. Jessie keys me in on what the average response time should be for the initial outreach, as well as the follow up after response. By defining what the customer’s need might be, and how pressing the need currently is, we can clearly lay out a path to converting them into a customer.Realtors need not focus first on establishing the trust or touting their expertise, but rather simply making the connection. First impressions are everything! By meeting the customer’s expectation through rapid response time and personable communication, you are establishing the first level of trust with your customer. In this episode, Jessie and I share some great tips to increasing the quality of your leads, and the proper follow up to boost the chances of converting the lead.Today’s Topics:What is CallAction.coTypical lead time between inquiry and actual purchaseWhat is lost when we communicate online vs. in personAre scripts bad?Magic response times for first touch and follow upBiggest frustration for customers with how realtors follow upResources MentionedCustomer Obsessed: A Whole Company Appoach to Delivering Exceptional Customer Experiences by Eric BerridgeTested Advertising Methods by John Caples Connect With Jessie Beaudoin:LinkedInWebsitePhone: 323-741-2255Learn More About Jessie Beaudoin:Real Estate Presentation on Impact Of Mobile TechnologyThanks for listening! Please leave us a review on iTunes, and visit the Real Estate Marketing Dude. Check out our blog and click the subscribe button if you want to get more of our no frills approach to real estate marketing.

if you are an avid listener, you know we have been concentrating a lot on PPC. If you're in real estate, you know that the Facebook way isn't quite what it used to be and a lot of you guys are frustrated by it. As a result of that, what we're seeing is a lot of people heading over to Google and YouTube ads. So I think by now, if you're tuning into the show, you get the point on PPC. And we don't want to beat that up anymore. What we do want to do is how to optimize because if you're going to start spending money, the number one question you have is about return on investment. With your return on investment from ads and money spent etc. Today, we're gonna talk about how to optimize and measure your PPC campaigns and Google ad platform. We brought on an expert who has a software that does this shit for you guys, Fred Vallaeys. Vallaeys is a Silicon Valley entrepreneur, author, and leading influencer in pay-per-click search marketing. One of Google’s first 500 employees, Fred quickly established a reputation as a pioneer in PPC marketing as the company’s first AdWords Evangelist. Today he serves as Co-Founding CEO of Optmyzr, a leading and multiple award-winning PPC management software system.Three Things You’ll Learn in This EpisodeRefresher on what PPC is and where to startWhat is a good cost per actionHow to optimize your PPCResourcesOptmyzrReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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. Welcome to 2022. Everybody we're gonna be chatting about if you are an avid listener, you know, some have been concentrating a lot on PPC. If you're in real estate, you know that the Facebook way isn't quite what it used to be. And a lot of you guys are frustrated by it. But in as a result of that, what we're seeing is a lot of people head over to Google YouTube ads, for example. So I think by now, if you're tuning into the show, you get the point on PPC. And we don't want to beat that up anymore. But what we do want to do is how to optimize because if you're going to start spending money, the number one question you have is about return on investment. And with your return on investment with ads, money spent, and what we're going to talk about today is very specific. We're gonna talk about how to optimize and measure your PPC campaigns and Google ad platform. And we brought on an expert disguise a software that does this shit for you guys. So maybe you just fucking go use that after the show if you're actually interested in this, but this guy is the one who built it. So I am getting into PPC myself. If you guys have seen me online, you know exactly where I'm finding you guys and I'm retargeting living daylights out of you. But I'll be honest, I don't 100% know what I'm doing. So this is gonna be very educational for me too. And I'm going to ask him questions just like I would as a customer as we go through the show. So without further ado, let's go ahead and introduce the owner of optimizer platform. Fred valets Fred, what'sup, dude? Hey, thanks for having me. Mike.Why don't you tell everybody a little bit about who the hell you are? And then let's get into this thing.Yeah, who the hell am I so I've been doing PPC for a long time I've been doing it since 1998. Started in my dorm room in Stanford, I was buying video cassettes from blockbuster, anyone remembers that company and a way to to sell them. And found this platform called go to that was the original keyword advertising system. didn't make a lot of money doing that maybe just enough little drinking money. But then later on, I went to Google started at Google in 2002. And I found out that a lot of the big advertisers were these mega affiliates, they call them. So I was like, Wow, this whole advertising thing, it does seem to work, it seems to provide good results. So let me see what I can do. And I became a big advertiser, while I was working at Google, I was big enough, I had my own account rep inside the Google team that is literally a guy sitting five desks away from me. But I've been fascinated with PPC and how to make money with it ever since. And nowadays, I make money with it, running a software company that helps other companies be more successful save time and, you know, produce better results.Love it. So let's get into it. And we know that I'm sure it's the first time you heard it. But a lot of people are looking for somewhere else to spend their money. In regards to not on Facebook, at least in the real estate community, especially with real estate agents, for whatever reason, real estate agents always seem like we're the last adopters to any new ad thing. But yeah, the PPC guys are hearing the talks about it. So let's get into it and focus on we get what PPC is, right, we understand that it's people it's intent based advertising, you're typing in keywords that people are looking for your shit, you know, just a matter of whether you're going to pop up or not. But you're right. The question is where I'm struggling right now, personally, as a potential customer of yours going through this is how do I optimize? What is a good cost per action? And what should I aim for? And where do you even start? So let's start targeting, I guess, or wherever, wherever you take it from here, you know what you're talking aboutto start, right? I mean, so like, listen, the biggest mistake that I see advertisers have been making for the last 2030 years is they just get to general keywords, right? So because Google gives you the ability to choose any keyword, you damn well, please, people are like, Hey, let me advertise on something like Super Bowl or basketball or something that's popular, but that has nothing to do with what users looking for. And there's this whole relevance penalty that you end up getting right. So choose good keywords, but but also come to realize that there are so many people searching for the stuff that you sell, that having a specific keyword is probably a better path to spending a reasonable amount of money on highly qualified prospects as opposed to like, you know, blasting everyone but your ad and then like 99% of people don't even care what you're talking about. Right? So choose good keywords. And nowadays, bid management, which is sort of that next decision, how much am I going to spend on it? What is a good cost per acquisition? Well, it's gotten much easier because Google does a lot of the bid management for you through building automation, in the past, you would have had to save up for this keyword I want to bid $5 for this one $10. And by the way, CPCs are really expensive. We see legal, the legal industry is the most expensive. So clicks go over $100 per click. So don't be shocked by that, right? Bring it back to what is my cost per acquisition goal, if I'm going to make $2,000, you know, on an acquisition on the on the sale? And how much can I afford to get that maybe I can't afford to spend $100 per click if five clicks lead to a sale, and it's $500 to get that sale, and I make four times, you know, my investment back as profits, I have a good ROI. So those are the initial place. And then and you were also talking Mike about, you know, you don't money into a certain place of PPC or you put it on YouTube or Facebook or wherever. So budget allocation is a really big question as well. And so one thing that software like ours will do is it'll literally show you it into Google Ad engine, you have these campaigns running and this one is performing it maybe twice the cost per acquisition as this one. And maybe there's ability to put more budget towards that. So why not put it towards the the better performing campaign, a one that has the lower cost per acquisition? So those are sort of the first steps that I would take.And, yeah, I think that's important. You guys are gonna spend more money on Google. But that could be a good thing, because you're not dealing a bunch of tire kickers is what we're talking about here. And so let's go back to keywords though. I want to go to so you're saying good, more intent based keywords. So and are you doing long tail? So like, let's just say, because this is a common place where people get confused with keyword research, myself included? And is it better? Like what? How much of a number do you need to see as a result on keyword research to justify that it's worth something of targeting?Yeah, and that's a tricky question, because you will get too deep into the detail where the numbers become so small that it's hard to drive any measurable volume that makes it worth your while. But then again, think about it this way, right? Like, you can literally put in 10,000 Key longtail keywords that each get, say 50 impressions per month. Well, that's still 50 highly qualified impressions multiplied by 1000. And if some percentage of those click and buy, like that's what you want, right? So don't be scared of that. I think again, like I said, the bigger risk is that you go too much after the super high volume, keywords. And guess what, you're going to be competing against some other people with a lot more experience that they may have deeper pockets, bigger budgets, they may have a better optimized landing page experience. So you're going to convert better, and then you quickly get into this game of like, you just don't have the money to compete against him yet, right. So if it was me, I'm always looking for what we call the torso. It's not the head, it's not the tail, but it's the torso. So you get like that sweet spot of volume, but not volume that you can quickly start to iterate and learn from your experience. Because if you go too deep into detail on each of these individual keywords, you just end up waiting three, four months before you can make a decision. And that's painful to write. So go with the torso. Now what that exact number of impressions is, that really depends on your industry. But you're going to run that through the key keyword tool. And you're going to see kind of those ranges at the top and the low end fingered stuff in the middle. That's probably your sweet spot.Make sense?Yeah. So the only other thing I was going to add to that his keywords are really the original way of targeting and PPC. But nowadays, there's a lot of audience things that you can do as well. And that really lets you narrow in on exactly who your prospect is. Right? And so are you looking for a corporate buyer or a consumer buyer? Does a big difference in that right, depending on what kind of real estate you're into? They might look for the same things. I mean, they might look for apartments. But if you're a corporate buyer, well, then you're looking for a block of 100 apartments, right a multifamily unit. If you're looking as an individual, then you might look for one apartment to rent. And how do you distinguish between that. So that's where audiences can be really helpful. So Google has predefined audiences that you can pick from and layer on top of these keywords. But then, like you were saying, Mike, and a great strategy that it sounds like you're already doing but remarket the shit out of people, right? Once you know what kind of audience somebody falls in, put them on that list and use that to beat your competition because now that the stuff that you've already invested in figuring out about your prospective customers, that's worth gold, right? That's the stuff that you layer on top of these really expensive keywords so that you can afford to pay $20 for a click because you know, it's the right click. It's someone who's a highly qualified prospect Is it?Yeah, when targeting too, and people first see it, I mean, the actual platform feels a little bit like Facebook. And it's not too hard to figure out if you are familiar with the backend of Facebook. And when you get in there, there are there's really comes down to four different targeting options. But anyone who's been on the show is basically agreed that you should always be using keywords. Is that a fair statement?Oh, absolutely. I mean, I think there was this whole thing about keywords being dead for a while. But now with all the privacy laws coming in, I think we do have to be very careful about over relying on audiences, because that's becoming more and more difficult to do. And it's also putting a little bit too much reliance on what the engines know, right analytics, putting you into a silo, the silo of just Facebook, or the silo of just Google. So I think it's really important to take what they give you build your own first party data from that first party data simply means things that you know directly about your customer, where you don't have to go to someone else to ask them, Oh, does this person fit the corporate profile? Or the consumer profile? Is this person? You know, where do they live? Okay, you usually have to go through a third party to ask that. But if you've asked them for their address, it becomes your first party data. And now you can use that to target not just on the platform where you could have gotten asked that question, but you can target across all the platforms that you have access to. So just puts your power more in your hands.So keywords, keywords, let's get into sort of second half of this. When, you know, this is going to be very for most people, this show, you're gonna be doing some very, very hyperlocal. So you're not going to have a lot of impressions. But I'm guessing that you guys could pick your geography and target but I'm not gonna I'm guessing that there's not going to be like, super duper, duper amounts of impressions for people, or a lot of people searching for your keywords is what I mean. So I've done this research, like you could look at by house, there's gonna be a lot, though a new segment and down to like, you know, your market. So you probably you guys are gonna have to pick a lot of keywords, I'm just picking one or two, and you're gonna have to test them all and whatnot. How many keywords should someone actually start with? If I'm looking at a campaign? And I'm going to look at and say, my first time doing this? How many keywords does someone have to pick? How many is too many? Some people out there, say five to 15 keywords is good per campaign, some people say it doesn't matter. And how do you even approach that?Yeah, so I'm actually the guy who came up with the five to 20, I think is generally out there.I could have asked it to a better person. So what happened20 years ago, people were asking me that question. When I was working for Google, and I was speaking at a bunch of conferences, and I just made a slight I was like, probably keep it between five and 20. And now somehow, that's like the thing everybody believes in. But but the thing in PPC is every answer is it depends. So here again, it depends, right? The whole point of five to 15, or five to 20, or whatever you believe in is that once you go beyond 20 keywords in an ad group, chances are pretty good. There's multiple themes starting to develop. And you could take those, say 2530 keywords and split them into two groups that are more thematically related. What you're able to do by splitting it is write a more relevant ad text to each of the different themes. And by writing a better ad text, you're going to boost your quality score and quality scores, this whole complex topic that we could spend hours about, really fundamentally, it's Google's way of saying, how good is your ad at answering a user's question, and Google cares deeply about that. But they care about it so deeply, because it's also what makes them money, right? They get paid when somebody clicks, they don't get paid when they show an ad. So when they're going to show your ad, they want to make sure it's got a pretty damn good chance of getting clicked on, because that's how they're going to monetize it. Right. And so that's what they reward in turn. So that's kind of where that comes from. So it's totally fine. And I think you probably should have hundreds of keywords, but split them up into ad groups, somewhere between five to 20, each thematically relevant. And then you also may put them in different campaigns. And the campaign is really what controls the budget and a lot of geo targeting. Right. So if you operate in a single market, it's very possible you just have a single campaign, you put one budget towards that it's fine, that campaign may have 100 ad groups each have five to 20 keywords, highly relevant ads, that's fine. Now one thing that has changed a little bit over the past probably five years is keyword match types. Right. So Google has gotten much better at taking your broad match keyword and modifying it into things that that will show your ad to the right user. And here's kind of how that works. Right. So if somebody is looking for houses to buy, Google actually has a pretty good profile of who that user is. Where do they live? Demographically how much income Do they have what other websites do they visit? Do they read Wall Street Journal? Or do they read USA Today? Right, so they start segmenting based on that, and they start to understand that, okay, well, this person who reads Wall Street Journal, probably more corporate, this person who lives in an affluent ZIP Code probably has more money. And so now the same search for the same keyword by houses, Google is going to show different ads to these different people. And and they might also even start to, you know, say, well, this person actually typed in by apartments, or by condos, or by vacation homes, and even though your keyword was by homes. While that's, that's close enough to the intent that was expressed, so we're still going to show the ad and they've gotten much better at doing that. So you don't have to have quite as deep a keyword list as you used to, to still get pretty decent results. But it does rely on you then using the automated bidding from Google. Because otherwise, you're gonna end up spending way too much money on low relevance keywords that they brought him to out tomake sense. Yeah, no, it does. When you guys pick keywords, Google asks, Do you want it to be an exact match or broad match? And he's saying choose broad match?Yeah, I'm saying it's safer nowadays, to use broad match, I know, I'm gonna get a lot of criticism for this. People love their exact match. Exact Match is great, right? If you know your money, keyword, exact match, like control that tightly, own that keyword. But when it comes to someone being newer in the space, right, and building out that initial keyword list broad matches fantastic, because you pick like, okay, buy homes, that's pretty obvious. And then Google is going to come back to you and say, and then you can look at your search term, the search terms report, you can start to figure out what the people actually type in, and what was the actual performance of those different queries. And then you can say, Oh, well, look, this is my money, keyword, even though I didn't have it, but Google, find it out for me. And then you make that an exact match keyword, and you keep exploring potential new volume by having a good amount of broad match keywords as well.extense, let's get into copywriting dogs about targeting. But this is gonna be the other half of the formula. Here. If you don't have good copy on there, imagine these ads aren't going to be as good. It's also something you have to test beyond your keywords. So what makes a good ad? What kind of tax? Do I need to go? I only have x amount of characters. And how does that work?Exactly. So it's back to the same thing. It's relevance, relevance, relevance, the user on Google has a very specific intent. They don't want to they don't want gimmicks, right, they they ask the question, they want a good answer. Now, the question then becomes how do you stand out from everyone else? Who has a good answer as well? So then it becomes about, well, what is the value proposition that you have? What is your call to action? So a good ad generally has a strong branding component that will go into title right? Who are you? Why should I trust you? What is it that makes you better than the rest? So that's your unique value proposition? And then what is it that I will be able to do once I click on this ad, that your call to action, call to action is really funny, because we have measured that if you tell the user what it is they should do when they come to your website, they will do that at a proportionately higher rate. Right. So if you say, register for more information, or call us to get a quote, people will actually go to that website. And the human brain just works in a way like, Okay, I'm a hunter, you've given me a mission, like I'm on that mission, I'm on your website, I'm looking for that thing to do, as opposed to being very vague and letting them kind of like, Ah, interesting website, like, what might I want to do on here? Right, tell them what to do.So just don't be gimmicky. I mean, like, Don't try too hard, guys. Like, just tell them exactly what's gonna happen when they make that click, click to register, click to speak to someone, click to get your free, whatever your lead magnet may be. Let's go into the text. How would we write let's do some like real plain, I guess? How would How would I? How would we write let's just take a typical second mortgage broker. So a lot of mortgage brokers here, and mortgage brokers targeting probably, let's just say they're targeting FHA loans, which is gonna be low income, or lower than income, maybe not the best credit scores, what would and targeting someone who wants to buy a house? What would be a good headline for something like that?Yeah. And so so just to save it, like the financial industry that's heavily regulated. So it's a little more tricky in terms of what you can say. Going into terms of headline, if you have any affiliation with a known institution, a brand name that people recognize, like, there's nothing better than that, right? People want to know that or not. Exactly. They want to trust who they work with. That's number one. That's your headline, as it could be something like Fannie Mae affiliated or official site of blah, blah, blah, whoever you are. That'd be number one.That makes a lot of sense. And he just said, and most mortgage brokers would instantly think of like going to do something like about them, you know what I mean? Like, they wouldn't think about making a Association at all, let's switch the script a little bit, let's go into maybe you're a real estate investor, looking for motivated sellers?Um, yeah. And so they're usually more individuals, there's fewer big known companies. So I mean, as a headline and be something like, sell fast, no contingencies, how many deals you've done. Right, and those motivated sellers, for them, it's often about speed of closing the deal, right? So I think I'd make that a big part of the draw. But again, now we're talking maybe more about the value proposition, which tends to be the middle portion of the ad. Now, if you don't have a strong brand, or a strong affiliation, then that could become your headline, obviously, right? So your offer in 48 hours, something like that.And that's typically what I see too. And a lot of those, and it makes a lot of sense that they, it gets right to the point, I mean, makes a whole lot of sense. So let's break down the components of the ad, you got your headline, and you have like a little sub headline section underneath it. What else does anyone else need to know?Well, so the other big thing to know is that ads used to be very rigidly structured in terms of headlines and descriptions that you had to give. Now Google in its push towards automation, has come up with this new ad format, which they call responsive search ads. And what you do is you give 15 headline variations, or up to 15. And you give up for description lines and description lines are pretty long, the headlines are pretty short. But But really, what Google again, is trying to do is if you get that generic query, like, you know, sell your house quick, that's your keyword. Well, what's the scenario? Is this someone who's like, relatively affluent, and just is moving for a job? And that's why they want to sell quick, or is it someone who's underwater, and is about to face foreclosure. And that's why they need to talk quick, right? Google tends to know these things. And so what they can do now is they can pick from these 15 headlines and four descriptions and construct the ad on the fly, that's most likely to resonate with that particular individual. And so it makes our jobs a little bit easier, because we don't have to think about who could everyone be that's clicking on this. Google can do that work for us. And so, but but if you think again, about these 15, headlines, brand association, like who are you, and why are you to be trusted value proposition, right. So cash out fast. You know, next day delivery, free shipping, when you talk about e commerce, right, like have a harder time putting it in real estate terms, sometimes investor myself but have an advertise, maybe I shouldgo back and tweak your your back and optimize your ads right now. Like you're talkingto you. And then there's the call to action, right? So then have like two or three calls to action and experiment with that. And then eventually, you'll see what works better and not go with that.That's a really good tip, guys. So like, let me put that into, just add on a little bit further on that. Let's just say you're a real estate and tell me if I got this, right. You're a real real estate agent, and you're trying to target buyer leads? Well, why don't you write one to two headlines per type of buyer that you're trying to target. So that might be the move up buyer, right? Write a headline or two for them, then target the first time buyer, and then target and then write a headline for them. Because all those headlines are going to be different, and they're going to resonate with different people, there isn't going to be a universal. So take your intended audience, and then go back and write a headline for each type of person that you know, would be your ideal candidate. Is that a fair way to?Exactly. So think about your audience? And who might be the subgroups of that audience and then write to each of those specific types.Yeah, that's really that's like a that was like a if you guys got anything out of the podcast, that's like a huge, golden little nugget. Alright, so when you run a new campaign, pick a bunch of keywords. Often, I'm going to check it out once a week, how often how's the optimization process work? This is like your your thing, right? So let's talk it's gonna be optimized and you write a good headline, you test all this stuff out, you guys have to come back and check these ads and make your tweaks they're not gonna like, and Google does have like this new, automated optimize ad to I'd like you to chat on a little bit, if you have any input on that. But let's talk about optimization.Yeah, so optimization really depends on how much data you get. Right. So but generally speaking, do check into your campaigns at least once a week if you have really high cost going through it more often than that, if you have a really low volume campaign, maybe once a month is okay, but but we can do things through the software like auditing. Right, one risk that we see is as you continue Adding new keywords and new ad groups, you forget that maybe you should have put in sitelink, extensions sitelink extensions, these are ad extensions, by the way, right? So we talked about the ad and what you put in. But we haven't talked about the extensions, right? If you want to have people call you put in a call extension, if you want people to go to specific parts of your website, if you are out, a mortgage broker will maybe have a different landing page for commercial lending, as opposed for Residential Lending, etc. So those could be different site links to take people more directly to the portion of the site that's most relevant to them. So, so put those things in as well. So we can audit for that is all of that working? The audits will also include things like, are there certain ad groups that are just spending inordinately more than others? There might be something wrong with that, right. So that's, that's an optimization opportunity, we will look at crime rates. So based on your keywords, what search terms has Google actually shown your ad for? And are those some of them are really good, so let's add them as keywords. Or some of them might be really bad, so let's exclude them and make them negative keywords. We've done optimizations, Mike, we're, you know, advertisers run on the Display Network, for example. And this is an option Some people leave it on, and we will audit it for that. So we'll tell you, Hey, careful, you might not want to automatically do this. But if you did automatically do it. Well, here's a placement, maybe a YouTube video where you spent $2,000. And nobody signed up. Do you want to keep doing that? Probably not. Right? So put a negative placement, we help you do those types of things. But yeah, optimization, there's so much you could do.And when does the optimization process stop?Never. For my business, right, I mean, that's my face. But But honestly, listen, as long as you continue running ads on Google, and as long as Google keeps evolving, how to determine relevancy, and how broad match keywords will show for different search terms. And bidding is always evolving. And listen, I mean, like, obviously, the last three years have been crazy, right. But that's an external change. And even though that has nothing to do directly with PPC, like it's impacted everybody's business, and it's impacted what people search for how people behave. And so these are the reasons we need to continue to, to optimize.Well put, well put any other final points, anything coming out with the platform. I was in there the other day, and I noticed when you the targeting options, there was a I don't know if this is a new thing, and maybe some ad accounts have it some don't. I don't know yet if they're rolling it out. But I noticed and because it's not an all my ad accounts, I start noticing one only, and I have three different ones. And I'm not running heavy PPC ads, by no means am I an expert. So don't take my advice. Take this guy's advice. What does that question it's like, Why meet automated optimizing? And they just do it all? For you. There is no targeted, like we're gonna figure out what you get for you. And then you don't even create your ad, all you do is you create your copy, skip the whole targeting part. What's up with that?Yeah, I mean, you might be talking about performance Max, which is a new campaign type that runs across six or seven channels within Google. So it's really nice, because it gets you on to discovery campaigns against you on video campaigns, whereas what we tend to talk about with keywords is a search campaign. We also talk a lot about shopping campaigns, right? So but but these are nice, if you're kind of a novice advertiser, you don't have too many opinions on how it should be done. This is a really easy way for you to get online and like Google, figure it out for you. But even then, like there's concepts like well, where should you allocate your budget, like between Facebook and performance max on Google, we can tell you, we can look at that and shift your budget around based on what's working better. The audience component that we talked about at the very beginning of the show that is relevant still to two performance, Max. But I think the biggest shift in PPC that's happening right now is, instead of managing all of these little details, like what keyword what bid what ad text, Google started to handle a lot more of that. But what we need to think about is, how do we communicate to Google what we actually want to achieve? And that's what you were saying like, right, well, what is my cost per acquisition target? Well, that's a calculation for you to do, like, what is the sale worth. And if you tell Google correctly, what a sale is worth to you, and you communicate that properly, they can do a good job of getting you profitable sales. But too many advertisers, they say, Oh, if somebody fills out my form on my page, that's silly. That's a conversion. And that's where they stop. And that's wrong. Because now Google is going to say, well, I can get you a ton more of those. And now you get 100 leads through the forum page. And then you call all of them up and nobody buys. And you're like, I just wasted all this money. But what you can do is you can say well, okay, this is stage one of my conversion, but stage two is how many of these people actually do the eventual thing I want? to do which is buy from me, if you communicate that back to Google, then Google has better information. And they can actually use these performance Max campaigns and automated bidding to get you what you actually wanted. So I think the biggest problem in PPC today is that the advertiser doesn't tell Google what they really care about. And then Google goes and does the wrong thing for them, because they thought they were doing what was interesting.And you're talking about creating the conversion values.Exactly. So the conversion values and the conversion actions.Yeah. So basically, when you get in there, you got to tell you can't just leave that blank, you got to tell Google how much a demo is worth, as opposed to an opt in, and then figure out what those are because you're basically giving them your your cards like your, hey, this is how much I'm going to pay for that. So like, hey, I'll pay this for that. They're like, trust me, I'm gonna figure this shit out. I'll get that for you. Right? works.And so let's see the example of the mortgage broker, right. So that first lead form, that's usually the first step. But then it takes really long for that person to get through the approval process and all the paperwork to be done. And the problem is, sometimes this takes longer than the conversion cycle that Google allows you to report back on. So after 60 days or so you may not be able to tell Google, oh, this original click actually became a customer of mine. So what you have to start doing now is you have to start using your own data, and basically predicting, okay, well, the person fill out this form, and then we talked to them, and I know where they live, I know how much money they make. So I can start to prequalify is basically the pre qualification process, is your input back into Google that says, This person has a really good chance of actually closing the mortgage and becoming my customer. And you feed that back into Google, not after 60 days, but after three days, because maybe that's how quickly you got on the phone with them, and figure this all out. Now Google can instantly start to find you more people, just like that with the same attributes. And so that's going to help your pipeline stay full, but also with the right types of customers who who don't just fill out the form, but become customers of yours and pay you money.Very, very, very good tip. But, um, let's just say I'm lazy, and I don't want to do that. Does your software like solve all this shit for me? Well, I'm gonna really check it out.So some of these things are pretty difficult to fully do. But yes, we are working on doing much more of this automatically. A lot of the initial things like keyword optimization, bid optimization, budget optimization, all of that will handle this whole new wave of value optimization. And there's very few tools that do this. Yeah. But we are working on it, we have the first couple of forays into it. You guys got to come from us.Very cool. Things are always changing, folks change with it. It's the beginning of 2022. And this is a time that you make those changes, and you think about what things are going to do differently. If that's PPC, then commit to it and start figuring this shit out. If it's direct mail, then great commit to it and figure it out. If it's owning a niche, then great commit to it and start figuring out why don't you go ahead and tell everyone how they can find you guys, and any other final tips you want to go and we'll get this rap?Yeah, check out optimizer.com op tmyzr.com, we're actually launching a new light product, which is going to be free. So it's going to do a lot of this auditing work. At no cost. Just hook up your Google Ads accounts and we'll tell you what's going on with them. So that's brand new for us in 2022. Follow me at Silicon Valley's on Twitter. And I'm sure we'll pop that in the show notes. And and yeah, I speak a lot of conferences on PPC. So if you are as passionate about PPC as I am, hit me up say hello at a conference and I'm actually I'm starting to go back to conferences which I'm really excitedto. It's been too long man it's been two years I can we see a lot of speaking events and people are starting to get out and see each other again. It's great and you guys got a it's so important to get out of that comfort zone, whether you're doing it in a conference or you're learning something new. I know I get that a lot on the show from comments from people but yeah, you're exactly right. Check this guy stuff out. Man. This is really good shows a lot of nuggets, you guys may want to rewind that and write some of the shutdown I have a little envelope over here full of notes I'm going to actually implement and I'm gonna check out your software as well. Folks appreciate you guys listening to another episode of the real estate marketing dude podcast if you guys need any help with your video content creation, you know where to find us real estate marketing, dude calm, we script edit and distribute your video content and we make the process really fucking easy. So go ahead and give us a ring give us a shout. Look us up and I will follow you around until you finally schedule a demo with me because I'm telling you video works for everyone who implements it. The only time it doesn't is when people don't like you. But that's nothing we can help you with. So appreciate you guys have a great day and stay tuned for next week's podcast. Let's go 2022 peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate Marketing do.com We make branding and video content creation 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.

The new year is coming and in the business world you're probably hearing a lot about Google Ads. Facebook isn't really doing as much as it used to so more and more people are trying to crack the code for Google ads or finding someone who can do it for them. I'm going to take today's lesson, or podcast as a lesson myself, because there's a lot of work I personally need. So we get an email, like most people come on the show, say, Hey, I got this Google Ads expert. I'm like, perfect. We're getting all kinds of questions on this. So we brought him on today. Nik Tsoukales founded REALTOP after spending more than 15 years growing multiple sales teams, call centers, and businesses using digital marketing. In his career, he’s been awarded multiple INC. 5000 Awards for fastest-growing private companies in the United States, been responsible for multiple business turnarounds in the financial space resulting in millions of dollars in revenue recovered as well as organically growing multiple companies online dominating organic SEO, Google PPC, and Social Media. Nik and his team of digital marketing experts are responsible for more than 89k actual clients acquired using online marketing and counting with a diverse range of business types including financial services, dental, medical, legal, real estate, and more.Three Things You’ll Learn in This EpisodeWhy content is important to rank organicallyWhat you can do on Google that you can no longer achieve on FacebookHow to get on the first page of a Google searchResourcesRealtopReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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 is the end of what really 2021 We're about to get in 2022 and 2022, you're going to talk about doing some new things. And one of those new things that have started about a little bit of a buzzword in the industry, are Google ads. I actually saw a post about it this morning and one of the Facebook groups. Hey, do I know anyone that can run my Google ads for me? Because my guess is that Facebook's not doing what it used to. And that's the only ad platform real estate industry has ever actually attempted to do anything on. And they're resorting to Google ads. And you know, personally, I've been doing those YouTube ads for about nine months. I've not cracked the code I've had. But I've generated my business from nowhere. I optimize but I also am running a lot of Google Display ads right now those are doing really well. I'm getting a lot of for retargeting purposes, I love them. But I'm going to take today's lesson, or podcast as a lesson myself, because there's a lot of work I personally need. So we get an email, like most people come on the show, say, Hey, I got this Google Ads expert. I'm like, perfect. We're getting all kinds of questions on this. So we brought him on today. Nick, why don't you go ahead and tell everybody who you are, what you do. And then let's get into this interview.Thanks for having me on Mike. My name is Nick Collis, I own a company called Real top marketing. out of Boston, Massachusetts. We help all types of professional service businesses, including a lot of real estate brokerages, financial services, companies, and so on, generate tons and tons of qualified leads using Google ads, amongst other things. But I would say that's our that's our core focus we've generated to date. And this isn't actually counting every single client but over 89,000 paying clients using Google ads. So that's our that's our claim to fame.Yeah, well, let's get it. There's all kinds of questions about Google ads. And you guys, these are the ones that pop up at the top of the search results. So you see ad and it's like blue font. And if you're not number one, no one goes to page two. That's why people are doing them. You either get there two ways we either SEO and rank there, which I'm going to go on a wild limb and say 99.9% of the real estate and mortgage industry don't have enough content to rank organically.So how are you? How are you going to compete with Zillow and Redfin and these guys that have 100 People just writing content, it's difficult for the sole practitioner, even even a local brokerage to even come close to what they've got going.So walk me through from a real estate agents perspective, let's do this in three ways real estate agent, lender, and then seller lead generation, so people own homes, because these are the top three topics, and how we would reach these people. First off, let's go on to the targeted. What can you do on Google that you can no longer do on Facebook?Well, there's there's kind of a fundamental difference, right? So you have and I'm gonna actually put aside display for a second. I mean, we're going to put aside the majority of YouTube for a second and just simply talk about the two fundamental differences between Google search ads, so be a little bit more specific, and even just Facebook ads, okay. Facebook is an amazing platform, you can create zillions of cheap leads. I mean, it's it's it's a powerhouse right now. But it's disruptive marketing. So someone isn't necessarily looking for what you have to offer when you put that ad in front of them. Okay. And that's okay. Because, you know, if, you know, if they're interested, if the demographic and they inquire, eventually you're going to have business, okay. There's no question. It's a powerhouse. But Google, especially Google search ads, you have people that are super high intention, they're looking for what you have to offer when they see that ad. They might have already tapped on the shoulder of their referral sources and said, Hey, you got a guy that that can sell my house or you Hey, you got a guy that house they already did that? And and they didn't find someone. So what do they do? They just went to Google or they're just slightly introverted, have no friends and they just live on Google. Right? And they search for companies there. So what we find is the actual sales cycle because these people are so motivated, the sales cycle is far shorter with these people that are looking for your services, so long as you can as long as the searches exist, okay, cuz sometimes you have markets that the searches just aren't there. Okay, as long as the search exists, you can get in front of them with an ad that doesn't oversell which we can talk about that, and then get them to some sort of landing page experience that literally matches what they were looking for. You could do business very, very quickly using Google, um, you can turn a profit very, very quickly. Now, the cost per click is going to be, I mean, it could be 10x, what you're paying on Facebook, but you should be able to, in a lot of cases generate revenue a little quicker, even if it's more expensive. It seems you we can typically get cash flow, cash flow working a little earlier, if that makessense. Yep. So we're talking about intent based versus disrupting somebody's couch? watching the Kardashians. And, and he's right, your costs are going to go up higher. But it's going to be a better quality lead overall, because it's people that are looking for what the hell you do they need this help. So you're solving somebody's problem with it. So that makes a lot of sense. Why don't we hit into targeting and just start with search, it's not getting to display it. So So box search ads, I'm sure you're targeting the same, but let's start with just search ads for the real estate industry.Who can we target? I mean, here's the cool thing about search, okay. It's not necessarily a matter of picking the right age group, or, or you know, the right audience, okay, you can really target people just based on searches. And you can add some other filters, obviously, your you know, your zip codes, you know, you can only do business in a certain area. But you can, you can target people that are looking that are typing in exactly what you can offer, okay, so you don't have to worry about making sure that that audience matches exactly what could possibly be a customer because you're not, you know, you're not disrupting, you're not disrupting them. Okay, they're, they're looking for it. So really, you're targeting I actually think it's a lot easier. Now, some industries tend to be or the searches tend to be so broad. Okay, so we have clients that are attorneys, and yet people that literally search for attorney, okay, but they need a malpractice attorney, and they'll go to 10 Different attorney websites, you know, looking for malpractice attorney. And every time they click on one of those websites, or those ads, they're wasting someone's cash, unfortunately. So an industry like that can be very finicky, and very tricky when you're doing your keyword bidding in real estate can be as well, because you could bid on literally the word, sell my house, get a bunch of different variations of that, and people just looking for websites to, you know, value their house like Zillow, and they're not necessarily looking for a real estate professional. And that's where, you know, when we have someone that is kind of new to Google ads, okay, and maybe they don't have a massive silicides budget, okay, but they're doing you know, they they're doing great business in a particular zip code, what we'll typically do is we'll target keywords like, you know, real estate broker real estate company, we won't just, we won't target just the word real estate or real estate listing, we want someone that is looking for the professional, the actual person that's going to assist them. And that allows us to do away with some of the garbage traffic that won't tarnish the lead ever.Let me stop you right there. super interesting. Whereas most people, and we're talking about keywords. So yeah, there's just a couple of ways you could run ads in Google. And even before I go into this, you could reach people who type in certain keywords, which is what I believe is best practices. Yep. But you could also do several other different forms of targeting, and you could target them based on demographic income, all this other kind of crap, right? Interest, all this other stuff. But from everything I've seen, yeah, I think the keywords is what people are what works the best. But what's interesting about what he just said, was not necessarily focused on the keyword that they type in, on the problem they have, but the keyword that they type in based upon the person who could help them solve it. That's a difference. Right there. So if you didn't catch that, think aboutthat. That's, that's one of the filters, otherwise, you're just gonna blow a ton of cash. We've seen agents do it, they're bidding on literally real estate in their zip code. And they're getting all of Zillow traffic, people trying to price out their house. And there's, there's, there's no money there, you know, or they're getting a lot of people that come to the website, and they do want to poke around, or they'll use their, their home value engine, you know, whatever. They're running on their website. And that's great. You can capture some data there. But I usually suggest doing that as kind of a phase two of Google. So phase one, I usually like to launch campaigns, people looking for the professional. Even if the traffic isn't a ton of traffic, the leads will be quality. It'll be super high intention. And once we've sort of maximize the campaign like that, and we've kind of squeezed every Anything we can out of it in terms of how many leads we could generate at the right price, then we'll move on to like a phase two, which is an additional campaign that's a little bit more broad. Knowing that we're gonna get some tire kickers, we're gonna get some guys that click around, we're gonna have a higher bounce rate. But you know, you just work out the formula at that point a little differently.And when you guys are searching for different keywords, a lot of people are aware, you guys just using keyword planner in Google, are you guys using anything in particular, I have a follow up to that.We're a big, big fan of keyword planner. But also we're a big, big fan of SpyFu, SpyFu SpyFu has been our go to lately, I mean, because we can, we don't have to totally reinvent the wheel. And I think that's something important for a lot of the listeners out there. I mean, you know better than anybody, especially with social media ads, you can see what the other guys are doing. Facebook will give you the data, Google will give you the data. And now these third party engines can literally give you everything. So why try to reinvent the wheel just use one of these toolsin tow, arresting how much money that people need to spend on something like Google ads, you know, like they get the hit a campaign, they are more expensive. How does someone know? And in this some I struggle with too is like when you look at the audience size is based on impressions, and my brain looked at just looks at different like there was like millions and millions and millions no matter what. So like when you're sitting there like looking at a Google ad? Or a keyword like how do you determine which is the right answer? How much do you need to spend to actually make an impact? I see a major drop off or pick up in Facebook when I go over 100 bucks a day versus under it? And there's all it seems like that's almost like that threshold. But is that true for Google? And how does that work?Yeah, Google. I mean, I hate to say it, right. But the barrier of entry is definitely higher than it was five years ago, way higher than it was a decade ago, when I really first started getting into Google ads. So we'll get you know, we'll ever brokerage or a professional services business hit us up and say, hey, you know, I want to test this out with $500 in ad spend the first month. And as much as I'd like to help them, what we find is when we do the numbers Google's been around so so long, that they're already companies occupying those top three spots, they've already made their money back 100 times. So now they're playing with the houses money in terms of marketing spend. So they'll just auto bid for those top spots. So the little guy, he doesn't have that low bear event she wears, you know, with social ads, at least you're paying for impressions. So you almost have not almost you're not completely but an unlimited inventory. With Google, it's like you're limited with the number of searches, you're limited to those top three to four spots, page two is essentially totally useless. So the barrier of entry is much higher. When I get an inquiry like that, I tell people, what's your budget for the year? And if it's not at least $1,000 per month to start? I tell them don't even waste your time yet, you know, get out there start knocking on doors, you know, start posting tic tock videos, because I don't think it's going to be for you.Yeah, that makes a lot of sense. And I do see a certain audience size that's relative to that, or are you just you? Don't you even look at that?Well, yeah, sometimes we'll have a customer that's only doing business in a particular zip code. And, and we do the you know, we jump at the keyword planner, and we do our forecasting, and we find that, you know, this 50 searches in that particular zip code. And, you know, if you if you take it two or 3% click through rate, and then you take 20% of those clicks, turning and deletes really, what do you get maybe a lead? You know, so you wonder, like, all the time management that goes into monitoring these campaigns, is it worth it to get a leader to where maybe you could be out there, I don't know, going to your local chamber of commerce meetings and asking for referrals and getting the same thing. So yeah, you want to have a decent pool size. Imean, that requires me to get up off my ass and actually do some though. So I mean, what the hell I want. That's too much work.Funny story. I was at a chamber of commerce meeting the other night, a random town that I don't live in. It was like a wedding crasher Chamber of Commerce meeting in Bill burrs brother was there randomly lives in the town. That's funny.Interesting, man. So um, also, I noticed when you're doing Google ads, there's different like, they could say, like, let's just say I type in real estate agent, real estate broker realtor. And then it says, you want a specific keyword search? Or do you want it very broad? What do you guys do on like a phase one when you're starting a new campaign for something like that?Great question. So for those of you that have never run a Google campaign, when you bid on a keyword, there are three different ways you can bid on a specific keyword. So let's use that example. Let's say real estate broker or even real estate company, right? You can bid on real estate company exact match, which is they have to type that exact thing in exactly how we just said and wrote it. Then you have phrase match, which is a slight variation of real estate company which could be like those Worst real estate company, the best real estate company, some variation of it, and then you have a broad match. Okay, and broad is a recipe for disaster for almost every campaign early on, because that could be a sentence with the word in it, it could be real estate sucks, it could be the word real attached to, you know, find me a real juice, juice press machine, like any variation of that word, or that phrase that you can imagine it's too loose. So usually, when we start these campaigns, especially in real estate, we're starting with exact match, it doesn't produce a ton of traffic, but what we find is the traffic is super quality. And even if it only generates a few leads, here and there, we know the clients not burning through their cache. And then we build on that the majority of companies and actually Google suggestion, if you deal with a Google agent, they're not going to like this, they usually want you starting with broad match. And then they tell you to prune the tree to thin out your campaign from all the bad searches. By then you blown through 10s of 1000s of dollars, you don't have to you can do the opposite, start small and then add slowly. Google's a for profit company, keep that inmind. But in a lot of the you're doing the keyword research, like we'll just say, Buy house sell house fast, a lot of the wholesalers and the rehabbers, you see all their keywords, they do different variations of sell my house fast or something like that. But if you're like if you're narrowing down your area and say your local business, like during the search isn't high. What type of keyword volume do people need to look at? If they're thinking about researching some other keywords to start hitting?Well, I think it's a matter of conversions, right? reverse engineering the formula, okay. So let's say your goal is to get I don't know, four deals a month out of your campaign, okay. And you know, out of those four deals, you need to generate, I don't know, 20 leads, okay, and you know, the traffic that's going to come to your website, it's real estate, it's a little bit loose, only 5% of the traffic is going to turn into a lead, then you can kind of reverse engineer that and say, you know, I'm going to need to generate, you know, to generate those 20 clicks, I'm going to need to get, what's the math there? How many clicks 20 divided by? So this is why God gave us calculators, right? So 20 divided by, so we're going to need to generate 400 clicks per month to get to those four deals. So if you get with a pro that's been doing it long enough, that's the question. They're gonna say, hey, how many deals you want to generate from this. And the other thing they're going to say is, what are you willing to pay per deal? What's your cost per acquisition? That's another thing. Some people like, alright, let's generate traffic. All right, traffic sexy, but I rather say, hey, professional realtor guy, right? If I can get you a deal today, how much are you willing to pay in marketing expenses for that? Yeah, I make 10 grand on a deal. I'm willing to pay two grand and marketing expenses. Great. Let's reverse engineer that. And I'll take a formula like that. I'll reverse engineer that and say, Alright, we need 400 clicks. Right now we're looking at $6 A click in the zip codes, you can do business in $6 a click, you're gonna spend? Yeah, 2400 bucks. Do you have the budget for that? Oh, you don't, don't waste your time. You know,that's a it's crazy. I'm sure this is like an all the professional industry, not just in real estate. And it makes our egos feel better. Like when we're getting a bunch of like, leads and people you see us on Facebook, like Oh, I got I'm getting $5 per buyer lead and you're like, great, we got to go through 700 of those until you actually get to closing and we feel like it. Here's why we look at cost per lead versus cost per listing contract. And any rehabber if you guys listen to a few of the episodes ago, tune in to the one with Dustin defrays. And he runs his he's talking about you know scaling in a local operation and owning properties. And his whole thing is not cost per lead it's cost per contract. He doesn't care about the cost per lead. And he'd rather get five leads a month than to get 300 tire kickers and it saves them a lot of time it saves them a lot of energy for conversion, but that's the way that we have to start thinking that's how you always have to be thinking our business is so fucking ego fold. It's like we just care about what people say. It's like Mee Mee Mee Mee Mee like none of us ever did true like I was so bad at running business with numbers until just about three years ago and even when I moved out here in San Diego, I look back and it's embarrassing. When I look back at my career as a real estate agent How much should I throw at the wall and I would literally just feel better about myself because I had leads coming in and they stroke my ego when I really should have just said dude I didn't even know my ad cost was but I was probably losing money to be honest with you. Right and people don't look at it that way because if I haveleads coming in there oh keep the leads that come in the leads are coming. Pluck the leavesDude, give me the damn contracts.You know, what I've noticed is I did that early on in my career, my last company, we did a ton of volume. And we reach a certain plateau, we hit it, we ran a bunch of different marketing campaigns, we did well, but then we reached a plateau. And then I met with some guys that are running companies that are 10 times the size of mine. This was a financial services call center. And McCarthy's guy so big, and I met with this one guy, and he's like, what's your cost per acquisition? And I was like, it's $100. He said, Well, I pay $200 to acquire a customer. So I'm like, wow, you pay so much more. But his operation was TEDx. And essentially, he created that threshold for himself. He said, I'm willing to pay $200 to acquire clients. And what he would do is he would go out into the marketplace, to call centers, to marketing companies, to agencies, he had so many different people funneling him business, because he knew, I'll get to $200 If you can get me a deal. That was it, how it plays out in terms of ad cost agency fees, and everything that that was just like logistics hitting care about that. But he got to the point where he was setting up sales people were setting up sales organizations just selling him files at 200 bucks a pop, and he would just buy him ready to go deals. So if you can figure out your your cost per acquisition, okay, you can go out into the marketplace and hunt for business, okay, it's free business at that point, if I can give someone $200 I give you $200. And you can hit me 300. What do I care if if I pay 200 or 100? It's free money at that point. And I think that's the difference between the big guys and the little guys, they have that number, and they hunt with it all day long. And that's why they've got these massive operations.I mean, it's, it's for the individual though, it's, it sounds like it's a big, it's a big nut for a lot of people realistically, and they throw up when it's just getting started. You guys, it's like once you get started, like what was I ever worried about? But it's that first month or two? And you're just wondering if it's gonna work. And you know, there's a lot of BS out there. So I understand but you got to put a risk your entrepreneur dammit, like you don't just it's not an easy road, man, you want to sell a lot of houses will take a lot of risks. When you know, you have to just the way it's all it's what we've all done. Anybody in the same I'm sure you have very similar stories, mind you probably risks something. And now you have a good successful business. Well, you fail forward and everything we do, and this is just another one of those things. Let's go into display ads a little bit. So we just talked about search ads, guys, what are the ads for search, you get popped up was talking about how display ads work a little bit. And if you can start getting everybody the concept, butgive you guys a quick summary display, as well as discovery which is part of it. Literally just when you're browsing the internet, you have a lot of websites that are getting paid by Google to have banners all over their websites, right and they get a commission for it. So you're popping around your Gmail, you got ads there, you're popping around YouTube, you got banner ads there and picture ads there. You're popping on different websites that have Google embedded on their sites for to make some cash. And you see these banners everywhere. It is very much this it's very much disruptive marketing in the same way Facebook is okay or Instagram ads are Snapchat ads are obviously they're not as dynamic, you know, you're not going to have you know, really cool video pop up on someone's random website for an ad. But those banners are there. The cost per click for those are way, way, way cheaper than a cost per click for someone that is searching for what you have to offer for search, and they serve a purpose. Okay. What we like to do, Mike is we like to start using display in tandem with search for remarketing purposes. So that people that are leaving the website, we'd like to we'd like to show up everywhere they go, whether it's YouTube or anywhere on that network and we'd like to use remarketing obviously, inside the Facebook Instagram network to but will first use display to take warm traffic and warm it up a little bit more usually try to try to hit them with an offer to get them back into the site. That's usually phase one. Phase two with display is cold traffic. Okay. But and this is a big, but it's a different beast. Okay? It's disruptive marketing, it's cold traffic. It's not something that get that can just be done, you know, where you get the clicks. And that's it, you usually have to remarket your, your display traffic as well multiple multiple times and actually immerse them with YouTube ads with Facebook ads with Instagram ads. So if you're doing cold display, you should be hitting them on social you should be hitting them on YouTube with video. That's the way to make that effective. And also, you know, you got to realize that that sales cycle online just just in this part of the funnel, the marketing part of the funnel, it's going to be much longer than that. In a search ad, okay. And then on top of that, when you're generating these leads, the sales cycle of those leads is going to be much longer as well because they might not necessarily be ready to buy today. But they still want to be part of your ecosystem getting info from you. So your longer marketing cycle, longer sales cycle but display. By the way, the majority of businesses that I work with, they never even get to graduate to display. They never fully maximize their their marketplace in search. So it's very rare. We even go to display for cold traffic. We're usually just hanging out there for remarketing most of the time, that's exactlyhow I'm using it. Hey, guys, I want you guys go ahead and do a test right and I want you to go visit WWW dot real estate marketing do.com www dot real estate marketing do.com. And I'm going to be all over your ass wherever you go. No matter what you're going to see what we just talked about.Yeah, in your dreams in your sleep, like like Freddy Krueger just everywhere, everywhere. That'd be. That'd be neat. If we could just market to people in their dreams. Like while they're sleeping.It'd be great folks, the people, you give it to the one that's exactly how I'm using it. And that's refreshing to hear. You say I'm just using it for retargeting, retargeting my YouTube views and I'm retargeting my website visitors. And I'm returning my emails throughout that, but that's very, very good, cool. Anything else you think we need to add in here? That I don't know, anything that I think people should know.Yeah, my suggestion is that this is just the more of a general tip. And then this is actually coming from a sales guy. I'm a sales guy before I'm a marketing guy, I got into marketing because I needed to generate my own leads, okay, and I didn't want to waste my time, maybe I'm lazy, maybe I just want to be efficient, call it what it is. But if I get on the phone with 10 people, I want to be able to close a minimum of two or three of them minimum. And I want high intention people. So don't be afraid to pay a high cost per click, don't be afraid to pay a big cost for lead, focus on quality, quality, quality quality, because that's going to get your cash flow moving, right? Okay, that's gonna give you the shortest sales cycle. And when the cash flow is right, you can keep buying leads, you can spend as much as humanly possible. In fact, you will, you'll, you'll, you'll want to spend as much as you can, it's a funny thing, when you can get a return on marketing, any sort of positive return. It's, it's unbelievable how much more money you want to spend. It's like making money on the stock market, it's pretty addictive, very similar to it.To every company grows, it's how you scale you got to figure out what that number is, in your guyses business. If you're a realtor, it's at cost per listing contract or post cost per contract. If you're a lender, it's cost per Loana. If you're an investor, it's cost per contract to doesn't matter. You're buying houses, and a lead amongst all three of those audiences is going to be worth something different based upon how much money you make on it. So you also have to take that into consideration. Folks, most of you guys, if you're an agent, you're making two and a half percent of the sales price, right? You're making fucking $10,000 On the low end, usually in most markets nowadays, too, sometimes. $20,000. So like for you to, that's what you want to look at is like, Hey, I'm gonna make $10,000 per closing, would I pay? $2,500 a lead? Yeah, if I knew that was gonna be the case. Do you think you could turn in and lead for $2,500? Someone gave you just one a month?And yes, the question. No, callthis fucking guy up. Steve. Why don't you tell him what your stuff is? God plug your stuff. Oh, sorry. Oh, Steve, Nick. We're Steve. Yeah. I thought you're gonna be on the show to know Nick, go right ahead and plug them in. Tell them where they can learn moreabout. All right, you guys can hit us up at real top.com Not to be mistaken for real tour.com It's not an art. It's the real top calm. You can go on there request a free consultation with myself or someone from my team. There's no charge. We'll spend you know half an hour an hour with you over over a zoom call or face to face and you're in the Boston area and we'll just strategize you know what's not working what's working we'll help you come up with a plan that you know just make a making make a zillion bucks in 2020I love it man. Thank you for your insight, folks. Thank you for listening another episode of The Marketing new podcast you guys know where to find us if you don't like I said visit the website so I can re follow you all over the freakin internet I'll see you every website WWW dot real estate marketing do.com And if you need someone to start building your personal brand with video, we will do it all for you. You don't need more videographers you don't need more leads. You need more dudes with script added distributor video content costs after and we'll dial in what exactly your branding and video strategy is and make it really easy for you all in us a couple hours a month. Talk to you guys later. Have a good weekend and Merry Christmas. Thank you for watching another episode of the real estate marketing dude podcast if you need help with video or fine 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.

Every single year in December, it's one of my favorite times, because not only do I recharge, I try to take a little bit of a break. But I also start implementing what the hell we're doing for next year. So what I want to do is bring on a friend of mine, he's been on the show before, this guy's a fucking killer. He's ranked on the Inc 500 and what he does is all virtual. He doesn't need an office he could do this from his in his underwear from the comfort of his damn living room. And this guy just has a system for everything. He's a master at lead generation and that's we're going to talk about today, is how he could do this from the comfort of his home and do it nationally too. Three Things You’ll Learn in This EpisodeThe importance of having systems in place that workHow to utilize your skill and prospecting ability to grow clientele anywhereTaking advantage of resources and not being afraid to spend dollarsResourcesLearn More about Kevin MarkarianReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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. It is that end of the year. And what we're doing today is doing nothing better. Yeah, what we're doing this whole month is nothing more than just a bunch of end of the year planning things and getting ready for next year. Because if you're living in reality, the next two weeks should be pretty slow. Unless you're some kind of pagan or atheist, and you don't celebrate Christmas. So if you are celebrating Christmas, what you're gonna have is a lot of downtime. And thinking about what you're going to actually implement this year. And I know from my own personal experience, every single year in December, it's one of my favorite times, because not only do I recharge, I try to take a little bit of a break. But I also start implementing what the hell we're doing for next year. So for example, guys, I am implementing a How am I going to create eight videos a month next year? How am I going to implement this system, we're implementing new products and services with real estate marketing dude, including creating short form content, all of these little things are things that you have to do because I was very poor at working on my business over the last three months. And there's a major difference between working in the business and being ran by it then working on it, setting up systems and basically allowing you to grow it's you'll never grow your business if you don't work on it and just work in it. It's just a hamster wheel that just never ending thing. So what I want to do is bring on a friend of mine, he's been on the show before, this guy's a fucking killer. He's ranked on the Inc 500. And how he does it is all virtual, literally like this guy has an office. He's in his office right now. But he doesn't need an office he could do this from his in his underwear from the comfort of his damn living room. And this guy just has a system for everything. He's a master at lead generation. And that's we're going to talk about today is how he could do this from the comfort of his home and do it nationally to that's the most amazing thing. So without further ado, let's go ahead and welcome our guest, Mr. Kevin Markarian. What's up, dude. Thanks, buddy. Thanks, man. Congratulations on all of your success. It's great to see you progress and grow. And I'm just honored to be on this, this time with you to spend this time with you and to get to connect with your wonderful audience. So thanks, Kevin, watching everyone who you are, yeah, where you're from what you do, and then we'll get into this. Okay. I'm Kevin Markarian. And I'm in California. I originally lived in Modesto, California, small town, little ag town, did incredibly well. And at a young age, I started in real estate around 21. And worked for a big developer, national builder. And after a short period of time, and 1000s of agents I became the number one agent in the country for them. And and then shortly after that, I was living this low high life you know, a great lifestyles driving like a convertible Porsche, and as big as this has the fucking size of a giant balloon thinking your shit don't stink? Yeah, you know, 23 years old. Yeah, it was, you know, this is all butterflies and rainbows or whatever. And then the market crashed. The Central Valley of California was really kind of the epicenter of the foreclosure crisis in the United States. And so I had to make a decision fast am I going to continue to beat this beat this bit this path here and go down this path selling $60,000 homes and, you know, dilapidated properties, and not not really enjoying what I was doing? Or should I should I go somewhere else, and then try to expand and try to do something bigger. And fortunately for me at the time, you know, being that I was not far from San Francisco, one of the most elite cities in the world. I had, I took a chance and literally just kind of closed up left Modesto and moved to SF, and that was a really big, big move for me. And,and, yeah, did you have a database? Or did you know anyone in SF when you made this move? Or were you and were you still like, what, 2425 years old? Yeah, I didn't know anyone. No, I didn't. But I knew that I could count on my my skill and my prospecting ability and just, you know, it just it works anywhere. It's like you said, you know, I like to really build out systems and everything and, and if it can be done somewhere, then it can be done somewhere else. And so that's how I how I really looked at it. And I know I didn't know anybody, but but I knew that I can connect with people. And so that's what I really counted on. And then also at that time, companies like Zillow and realtor.com, and lead gen was sort of on its way, becoming more of a just really started coming out at that time, and so took advantageTo that, and that's really how I was able to level the playing field because shortly after moving to San Francisco, I became a top producer and sort of building a team and everything and just was very, very successful in a short period of time. And it wasn't so much of like, personal skills and everything, it was just more about taking advantage of resources, and not being afraid to spend dollars. And it's easy for us in our industry, especially being commissioned salespeople to want to hold everything and not not want to spend it, because you don't know when our next checks come in and everything. But, but if you have the systems in place where you can make more predictable income, then you can take a little bit more risk. It's not as scary. And that's really what I what I was able to do.Let me ask you a question. Sorry. So Kevin, start buying leads, right? You're doing like the realtor.com. One, and it doesn't matter. Like I think where you source your business from the difference is whether or not you can fucking close it. Leads are nothing more than conversations that you're having with other people. And when we're marketing our database, all I'm doing is I'm having conversations with them might not necessarily be about real estate. But when you're buying leads Zillow, you're having conversations about real estate either way, you're still having conversations. And the key to having conversations is to get people know like trust. Love you. First and foremost. Would you agree with that? Oh, yeah, absolutely. So what is your secret weapon? Why can't Kevin Markarian convert leads, but I can't find an agent within a 500 mile radius, I can have a conversation with a complete stranger and get them in the car the next fucking day? I think, you know, I think it just sometimes we overthink things. You know, we have to do things a certain way a certain script, somebody told us we have to do it this or that. It's just, I think, where I kind of why I think I have a little bit of a difference. People do this to not saying I'm the only one but just Just be yourself. You know, yourself. When you be your swimming, when you just feel be you know, you and just be comfortable with yourself. And just treat talk to people normally, it doesn't have to be like a, you know, certain way mean a talk or whatever it just be, be normal, be yourself be comfortable. And then you're going to start to attract people. And, and that's really what it is. That's the difference. That's why I'm able to do that and understanding other people. That's here's what we're talking about. Guys, if you're following up with people, do you have commission breath? And yes, I can smell that through the phone. Yeah. So obvious. Like, you know, when people have commission breath, you could feel their tonality, you could just feel on be like, Oh, my God, like I could tell when I have someone on the phone, whether that cold calls me. And I could tell whether they have commissioned breath or not just by asking different pointed questions, right? Yeah. And a lot of people have commission breath.And sometimes, though, sometimes we had that because we're in a position where we don't have not, we don't have transactions, we're desperate, right? Yes. So what we have to really do is avoid those desperate situations. Because then then it's like, then I can just be be comfortable, you won't be myself, we get the commission breath, I guess it's more, it's either you're doing and you're doing it wrong. Or you're doing it because you don't have other income, and you're just, you're desperate. So how do you avoid those desperate situations? That's the question. So that you don't have to come across as that sort of, like pushy salesperson, you bring up a good point. Because I agree, like I had to start this company on a, I bought I bootstrapped this company for three years before we get out, we didn't have money for freakin lead generation, we didn't have money to go out and run on ads, we had to do everything from the ground up how we did it was creating consistent content. And you either have money or you don't, if you have the resources, and you can leverage your time, if you don't have the resources, you got to put in some time, is how it works. So how do you approach so I think that's a good conversation to have is that people are always like, well, if I spend this, I have to get this back? And then how do you overcome and start approaching ROI on specific marketing activities? I think it's you know, if you're, if you have the luxury of being in a market where people know you, it's really simple. Just go through the list of people that you know, and just start having conversations, right. And that's, that's very simple. And thenfrom there, if, like, for me, I didn't have that luxury. So I had to basically spend the dollars. But there are ways that you can you can connect with people without spending money, like you said, just spending time, for example, one is through using sell scores, that's one way that you can do it today. And that is through just using the MLS to find out who's most likely to sell because they put a score on every single person now through the tax record, and then going through and skip tracing that data and then making out making those calls yourself or that just takes a little bit of time. But there's that's pretty much free, right? You can use free resources to get contact information. And so that's that's the way to do it is just to try to have as many conversations as possible with the most amount of people about real estate, and I use a system that it's funny because I got this thing out of a book a long time ago, tiny little book andand then II kind of hear people saying it, which is cool, you know. But I brought, I kind of started talking about it, which is the four point system, the four point system that I use, and that's everyday My goal is to get four points. I got this out of a book called How to be a rainmaker by Jeffrey Fox, super tiny little book. And he says, If you want a salesperson that always wants to stay busy, should try to try to reach four points a day. So if I can reach four points a day, I'm always going to be busy. One way to do that, or how to do that, How's his other ranking works is one point as foreign is for a good positive conversation about real estate. Two points is when I set an appointment, three points is if I get a signed contract, so signed buyer contract, listing agreement by representation, whatever, if you get a signed contract, that's three points. And four points is, is if you get paid. So if I, if I can get four points a day, I'm always going to be busy. So that's one thing that I was able to do.When I moved to SF was I just My goal is to get the four points a day, that was it, and I know that I can get I got four points a day, I'm going to be, I'll be busy, I'll be successful. And tomorrow, I have somebody to talk to. And so I think that's, you know, because we get, it's easy to get caught up in the monotony and yeah, you know, you get bored and so on. You gotta have some that's why people talk about having your why and so on. But, um, but this is this a way to kind of game it and stay and stay focused. And I so let's, let's put this into context, what we're talking about is you have to have more conversations, whether you have a built in network or not either have a database or you don't, and you can buy conversations, you go out and have them. Have you guys ever realized some of the top producing agents aren't the sharpest tools in the shed that the most popular?They have more friends than you do. They're more marketable and more people they have more conversations than you do. On average doesn't mean they're smarter than you doesn't mean they're better than you, which is exactly you know, there's two ways that you really stand out in the business you either a nurture the relationships you have, or be you offer something no one else has. There's a reason why Redfin goes into a market, it's our shreds acting immediately is because they have unique selling proposition. Unfortunately, the vast majority of real estate agents don't have a unique selling proposition, you guys are all selling the exact same shit. And when you're having these conversations, it's how you make people feel that really makes you stand out, which is all your personal brand, at the end of the day. So what does that mean? Well figure out a way to have conversationswith regardless of how you're doing, you're gonna buy them, or you're going to manufacture them, by putting yourself in the center of that conversation. There's a reason that I've seen, we've had some people on the show that would start up a brand new business.In a market they don't know anyone in, and in every single circumstance that they do. It's because they're super outgoing and social and they put themselves at that table.I've seen people do that with business owner interviews in those small local market. I've seen people do that in foundational giveback programs where they didn't know anyone in the foundation. But today, they are now sitting on the board of the foundation because they raised so much money for them over the last 12 months. But every case that I see somebody run an attraction based business, it's because they put themselves in that situation. It didn't happen on accident. Hmm. Yeah, absolutely. Absolutely. And, and the thing about that, too, is that there's plenty of information out there that we can get access to, and how to do things, and how to find like people that are watching and listen to this. It's like, you know, they're they've, it's, there's, the information is available. So it reminds you of the story. If it's all right, I can tell this story about when I was growing up, I had a coach wrestling coach. And he'd always ask us, what's the difference between an amateur and a professional? What's the difference between an amateur and a professional and then, you know, sit there looking all these Theriot steroid kids, you know, like nobody has the answer. And then he would say the differences consistent, right? Yeah, an amateur and professional. So like, if I go bowling, I can ball strike maybe once out of 10 to three times out of 10. A pro is gonna pull 10 out of 10. Right? And, and the baseball pitcher is gonna pitch strike every almost every time, right? So the same thing with what we're talking about is like, we can get excited, listen to a conversation with you about what to do. And then the next day, we're amped and we go do it. But then what do we do the next day, the day after, and so on, and so on. So that's really kind of the difference, right is though those individuals that you're talking about that are putting themselves in those positions, they're doing it all the time, not one time, right? You listen to who they are, it's who they are naturally, like you're born with it, it's very hard to create that in somebody you either have it or you don't. And that the faster you figure out whether you do or not is the faster you figure out which model is going to work for you or which type of waves you're going to have more conversations. That's the key right is like figuring so you don't have to be that guy like I'm not always the most outro virgin outro Verna person but understanding where you kind of fit in then you can build a model around your strengths. And that way you can leverage other people or other systems or tools to do that.The things that you necessarily like you're not enjoying as much, right? So so I think that's, that's the key. And and, and that's where kind of teamwork comes in and partnerships and so on and so forth. But, but, um, and that's also where leveraging technology comes in. And then that way staying top of mind through digital platforms, and, and so on, if, you know, maybe just, it's really just about you said, it's defining, and understanding what your strengths and weaknesses are, what you're good at, and then being able to work around that. And I think that's, that's really important. And so I guess the question for you is I have for you is what's, uh, what are some ways to do that? Like, how can people determine routes go.Um, I mean, it's really comes down to, if you're the type of person that goes to your kids school event, and you sit in the corner and just talk to the people, you know, well, you're probably not the person that's going to go out there and put yourself in a center of attention. You know, if you're the type of person that knows everyone on your block, and says, Hi to everyone in the restaurant, you walk in, like that's perfect for you. In the event, you're not say the person that's going to do it, maybe you don't have the time, maybe you're like me, and you have like 10 Kids, can you pick it up three different, pick it up three different things, I don't have time to go out and meet people, nor do I have the energy. And I'm about to do this here in San Diego, and start a real estate team. And I'm starting from scratch, all my friends here are in real estate. So it's like I remember referral based business. But I can tell you guys how I'm gonna do it. I know how Kevin does it. And let's let's actually do this as a case study of something good for show. So what I'm going to do here in San Diego is I'm gonna create a create a website called your real estate dudes. And we're going to create lots of conversations through a shitload of video content creation. And what we're gonna do is we're gonna have every dude on the team is going to be creating two to four videos a month. And that's how I'm going to get them in front of the right people to have those conversations with because we have to create content in order to do so. Content creates engagement, engagement, creates conversation, conversation creates trust, trust gets you fucking paid. That's the formula. It's very, very simple. But I'm also going to be doing lead generation to now totally different strategy. Because when you look at your business, you got to look at the assets you have the assets are nothing more than the amount of people you'd invite to your wedding or funeral if you had an unlimited budget for both.Now, in my case, I don't have any assets. But the agents I bring on my team do, each and every one of them have to be from the area, each and every one of them have to have X amount of Facebook friends, an email list and X amount of social media reach, because I know that all I need to do is infiltrate those people to have conversations. Now, that is one aspect of lead generation more based on attraction referral generation from people's existing audiences. The other system I'm going to run is probably something you know how to do way better than me. And I'm going to trip and fall forward and call you up for advice along the way. And what that's going to be is I'm going to buy a list, I'm going to get data of people who are most likely to sell, I'm going to do this to my friends over Geopoint data, Dawson the phrase, and these are going to be people that are facing financial constraints, death, probate, divorce, relocation, significant amount of credit impacts significant amount of debt on their score, I'm looking for people that own properties that are more than likely to sell. And then I'm going to take that data, and I'm going to fucking pour out all over them. I'm going to hit him on email, I'm going to hit him on tax, I'm going to hit him on social and I am going to be everywhere all the time.And that is lead generation.Right? But I have to start, I don't want to just I'm not gonna go by, here's where people screw up and lead gen as they go out. And they do it. It's good to Every Door Direct Mail. So let's start talking and having conversations with people that have no interest or intention of moving. That is what I call a waste of money. Hmm, absolutely. Tell me how you do it. Yeah, no, I think that's I think that's great. I think right now, especially in this market. It's it's very, I wouldn't say easy, but it's there's a lot of sellers that thatare interested in selling, right. I mean, there's Fannie Mae came out with the article a couple months ago, talking about the first time in 25 years, sellers think it's the very best time to sell in the last 25 years. And buyers think it's the worst time to buy in the last 25 years. So who would you rather work with? Who's most likely to work with you? So? Absolutely. You know, that's, that's one of our strategies as well is just now that we have this access to data that can tell you people are likely to transact, like I mentioned earlier through the self score thing, but like you mentioned, Geopoint, that's another option is finding those individuals who are likely to transact and start creating relationships, and with what your strategy is, what I really like about it, Mike is is that it doesn't take me to go out to a parent teacher conference or whatever and sit down and talk to 1515 parents, right. It's it's it's a leveraged approach. And so that you're kind of throwing out that that that casting the line, and seeing who who'd be ininterested and you're targeting individuals that are based on digital information and data are likely to transact right so that you're efficient and being smart with your with your dollars that you're spending. One area that I think what we do on that is we have,we have a call center, we have individuals that are that are incentivized to create create appointments for agents on our team. And so we take that list like that. And like we do everything that you just said. And then we're also reaching out to them to to try to set appointments or try to have conversations. Another area that I think is really helpful with this type of marketing is to use leverage I buyer, people talk about eye buyer being an enemy, right? To me, I think eye buyer is more of a strategic partner, and we can leverage them to get our foot in the door. Whether or not those individuals, the agents decide, or the sellers decide to use that eye buyer as an option to sell their home is irrelevant to me, what I want to do is, is I want to provide those solutions, and I feel more and more today, as real estate agents and professionals. We're not no longer the gatekeepers of information, what we need to really be as a solution providers, option providers, provide individuals with those with a mountain enough all the options so they don't have to go elsewhere. Here's all I've been saying this for fucking five years, your don't sell real estate, you solve fucking people's problems. I had issues with the real estate, it's very simple. I forget, when I started learning, content marketing.It's like when real estate marketing dude came up, I was in this conference, outside Marketing Conference in Denver, I remember. And I don't know what stuck out to me during that day. But they said, hey, you know that this is what content creation, I got addicted to it, I was just like, Dude, it's great. I'll just gonna create content on people's fucking problems and have the solution for it. You know, it's very simple. Like that makes sense. Like think about when you're when you're shopping yourself. And you're like, I don't know, let's say I need a flowers for my wife. Because it's Valentine's Day, I'm sorry. But I have no interest in going to page two a Google, like the first flower shop I see is fine with me the first one that solves that problem I'm going to use. Now I want to take that same concept and apply that to real estate because 88% of people close with the first person they meet with period. No one wants to go out and shop a bunch of different real estate agents. But you do have to offer a solution that's relevant to today's market. What Kevin's talking about with the I buyers is 100%. Right on the money. This is why we built listing advocate is that we're taking all those ibuyer offers, and we're out.I wouldn't say performing, but we're out servicing our competition. Because people want solutions and the market is changed. And when we're doing something different than nobody else is by offering many different types of solutions to their problems. Who cares which bucket they find it. So people with the ibuyers 95% of people will still go regular listing agreement, but 100% of them want to see all their options. So if you're just selling, hey, I got a listing agreement. I'm doing a video on this today. What's the difference between you and every other agent? And most agents can't answer that.I asked him every time What would you do? Why should I hire you over anyone else? Why don't they? What do you think the answer the question is?Well, we're going to provide the most options and most solutions we're going to get depending on what their needs are what the agents say we think most agents answer to that question is what do you do differently than everybody else? You're gonna work harder. Yeah. I'm gonna have your best interests in mind. Well, No shit, Sherlock, you have a fiduciary duty to do that. Right? Right. But they don't have the you don't like that's the craziness of the of the business right now? Is that the answer? The answer is read the answers right in front of you. I have an easy answer. It's called listing advocate calm. But do you could just copy your concept and do it yourself. There's nothing crazy about what we're doing with it. We're just creating a mega offering that'll out compete every eye buyer and every other agent and marketing. Think about it fromThink about from two cents you guys is like, you got a couple different restaurants to go to. Right. And Kevin and I are I'm in Orange County with Kevin and we're hungry, it's lunch. And if it's lunchtime and mean Kevin want to go eat because I'm Mexican, I'm automatically going to default to go to the tacos. But because we're in the middle of the business meeting, we might go and eat tacos for 10 minutes at a taco stand. That'll fill our bellies and that'll check the box. But once 5pm comes along, Kevin and I don't just want to eat we want to eat and have an experience we want to eat and go have a cup of margaritas. We want to drink a little bit so we're gonna go to this fancy taco restaurant in Orange County by Kevin's house. And when we get there, it's going to cost me five times as much.What's the difference? The experience I'm seeking? Right both both serve both them my belly both accomplished immediate goal, but I'm looking for something specific. So how can you create the experience keep going sorry. Know that how do you that every real estate agent listen when I What is your experience level? What makes you different?Because having the conversations have to battle, you still got to close it. Right? So a lot of the stuff we're talking about is twofold. Guys like having the conversation comes in one aspect, but then what makes you the right answer to their problem?Why do you have the right solution? I think what you're talking about also, and I don't want to, I don't want to be like super abstract, because I do want to allow my child how much time we have left, but I want to get into some specific support, things that people can really take away and use. But um, one of the things like, you know, kind of, before COVID, I was speaking all over the country going to different events and going on stage and stuff like that, and doing podcasts and everything.And people ask me all the time, like, why do you share all your secrets and everything? And first of all, I like to do that it's fine, because I feel like it's more of a reciprocal thing. But also, here's an important factor to keep in mind. Like we talked about all the time, most, most people don't implement anything, right?Exactly, right. Nobody implements anything. But then let's say that, let's say people implement,but then it's a matter of how you're going to execute. So matter of First of all, you're going to implement, nobody does that anyway. So only a small percentage of your competition is going to implement. And then second, beyond that, who's an execute better? So it's kind of like if you're in a football, you know, real estate marketing dudes, I think there's maybe a lot of dudes on here that are football, maybe football fans, okay? So it's like when the NFL teams are going to heads up, and the offense runs the ball. And the defense knows the play, they know exactly what they're gonna do. They're gonna, they ran the same play four times in a row, they keep running it, and why are they running it? And how are they successful? Are they successful is because they can execute better than the other team? And they don't doesn't matter if you know what I do. So the answer is they asked me, How come? How come I share because I don't care, because you're not going to execute better than me. And I'm not confident in that. And there was something that I forgot who said this, maybe I don't remember who but you said, Never underestimate the mediocrity of the competition. That's great. So it's just so much opportunity. And it's just something to be very excited about. And, and so just putting in a couple things, like, you know, the listing advocate of the website that you're talking about, that was the name that you just said, you're saying add listing, advocate, listing, advocate calm, I mean, how many people are using that? I mean, it's like, I'm sure you have a lot of sales and everything, but like are the top are as your competitors using it. Right? So it's like taking small rooms, and then just implementing them into your business. And then now you just perfect and execute and just focus and do it over and over and over again. And I'd rather be the master of one thing, then be you know,so, and that's where we come back into leads, and how we manage our lead flow and systems and everything is just a it's a science, it's a process. It's just it's easy. Anybody can do it. Next, do you have a Kevin as a follow up for everything? If someone opts in, they want to Kevin's forms. Like, I don't know how many Zapier connections you have, I'm gonna guess you could probably build a house with all of them. We, we stop using Zapier a lot.We have our own internal stuff. So you had to build your own. But yeah, if you're going to get in the lead gen, you got to have all those different systems set up. And you're right, the same reason that I'll give away all of my video scripts to my competition. I'll give away all my video scripts. I'll give them the viral marketing right now. Frank, take them all, you're not gonna execute, dude. Yeah, you know, I mean, like, and same thing with real estate agents. I'll be like, here's exactly how you shoot the video. But I know for a fact that they're never gonna learn how to edit. That's why a service like us has, but it is about leaning forward. So we'll create all of our content, we give it away. We're not gonna hold anything back. Yeah, but here's the thing. It's part of that though, too, is it's okay to hire out. Right? It's fine. But part of execution is is having the right team. Yeah. So that's why it's like one of the factors too, is like, I'll hire you to edit for me. I'll hire the marketing dude, edit for me, because I don't know how to edit. Right. So it's like coming back to one of the early things in our conversation was, you know, is don't be in a position where you can't spend money, don't be.So that way we can create a predictable income so that you can spend the dollars but one thing I want to share with everyone.I'll try to give away like a simple strategy. I don't know if it's, how simple it'll be. But first of all, one of the things that we do and we're we're creating about maybe 100 between 60 and 100 Hand raisers per hour with our team, and the way we do that is we use real scout and then we just integrate real scout with follow up boss So Andrew, if you're from from real Scout, if you're watching this, you set up that integration, buddy, so we don't have to do it so much on the issue. What the fuck are you doing man?Forever, you get about 60 to 100 per hour. The way I do it is I take my follow up boss, CRM, and every lead that comes in gets entered into real Scope.Just have real Scott by itself alone, I don't have any ownership of real Scott, I probably should be already gifted by now like 10%. Andrew, you're that one to pick them up Andrew. And so take your leads, put put them into real scout or something like it, where you can then start dripping, sending content that's relevant. And then where you can track the engagement, but more importantly, where your your clients can, can message you to let you know when they're interested. And, and so what we've done that's unique is taking the the activity and the engagement that's happening inside of real scale, and then transitioning that through an integration that we've created on our own because it was way too expensive. To use Zapier, imagine 60 to 100 an hour how much that's gonna cost.So we had to do our own. But now all those all those activities that are happening in real Scout are getting sent over to follow a boss for my team, who is now seeing all those activities, all that engagement in our, in our call center, and everybody is calling. And it's just working out so well. So if anybody's interested in learning how to do that, reach out to me, because I'll show you guys how to do and that's kind of something that we're offering right nowas a consulting thing, so if anyone wants to do that for their team or their business, you look up, but you're doing it through like the thing to to just serve everybody understands as you're reaching out through multiple mediums, oh, yeah, to pull tabs, like, there isn't like, if you're doing lead gen Do you agree? Like, there's no such thing and lead gen world anymore, where there's just one channel you're using? Right? Like, you can't just use email anymore, and then expect it to work? Like you might get a deal here and there. But like, you're never gonna scale? Well, like you said, you need to be everywhere all the time. Yeah. And so right, it's just, it's a matter of like building trust, and so on. So like, people see you, they're gonna, it's a matter of building that trust. So the more that you're seeing, the more visible you are, the more relevant content that you're providing, the more the more trusted that you will be. And the more likely the thing is, people are going to reach out to you. Because like you said, when you're when you're going on looking for that flower shop, right, you're going to click on that first one that reaches that solves your problem. So if I can be in that position, maybe I'm not going to be the first page of Google, but I'm going to be on your videos, I'm going to be on Facebook, I'd be on everywhere, so that when the time I just I don't have to go far to find the answer. So the Be that person, and I know you're like a master of that. And and then we do that as at a high level as well. And we're just, you know, constantly sharing that data. And it's also important to share it with people that are most likely going to transact. So we don't want to waste our dollars and our time with people that have no interest whatsoever. So one of the things that we do, like you said, you take that data, the cell score, the geo geo point where you can show that shows you who's interested, but then now you're sending them content. And now they're engaging with your content. That's information that we may be tracking to. And then we're picking and going deeper with that it's all basic stuff to you, man. You know this, but people that are listening if you don't know it, learn from Mike, because there's nobody out there. It's really better than understand view. Do you believe that everyone needs to be creating content today? Yeah, absolutely. Absolutely. Because of that. And then because of that, like you got you can't like if you have your sales messages going out, you have that you have multiple things going on. Like I have a pitch video that goes out to people who are listening to this podcast right now, like you guys, click on my website, go ahead and click on my website, I dare you click on my fucking website right now. Click, click, click on my website, I am going to be all over Google YouTube, Facebook IG, and I'm about to do it on tick tock. Because I know that even in our world, like the more I am everywhere, the more demos we get, and the more times we saw our video services. But when I turned off those demos, there's been a couple of times this year where my schedule was booked out two weeks, and I turned off my ads. Big mistake. Don't ever do that, please. And then I went through a peak and valley in our demos because of it. So it's crazy on how important it's become unnecessary learning experience, man. Yeah, if you didn't do that you wouldn't have known for sure, like you would have guessed would have been a hypothetical, right? And that everything's hypothetical. I'm always wrong the very first time I'm not smart. I'm not by any means. Like some kind of smart dude. I've just not scared to test things out and see what works and then amplify and that's that comes back to because you're consistent because you're you have systems in place you can you can take those types of financial risksand, and not be afraid so.Yeah, I mean, it justI mean, I can I can see her and talk forever man, I really appreciate you I think you got it wrapped up I think people are gonna be interested possibly in your consulting thing. Why don't you go ahead and unless you have anything else to add, let's go ahead and get this one wrapped, and tell people where they can message you. But I think closing thoughts guys. You got to have more conversations and to do that you got to be in multiple places. And you got to be everywhere all the time. And you got to have those conversations in front of the right people.The right people are either a cold list of people who are more than likely to buy or sell, or those people are the people who already know like and trust you. Yes. And like I said, right now we're generating between 60 to 100, new, active people that want to engage that want to talk that are hand raisers. per hour, 60 to 100 an hour.How much of a guy asked how much of a budget does that cost? Okay, so my,I got it.I mean, like, probably close to six figures a month at one time, close to with everything, okay. But now, it's a lot lower. It's, it's because I got smarter number one, number two, also, we built such a huge database over those over those years, right? And then three is who, okay, here's my philosophy on leads. And we have a short time I know, but for those who are leads, people, okay, and where are those people live? In your community? In your your neighbors, your people, right? So what are when you're paying for leads, what you're simply what you're doing is you're speeding up the process, from having to basically find a needle in a haystack. And you're paying someone to find that needle for you. So that they're right. So they're saying, Okay, this is a person out of this community, this person is interested, what if I had the whole access to the whole community? If I had access to everybody in the community? What would you do?Just second, if you're paying attention, if you had everybody, if you had access to everybody in a city, in San Diego, and your your neighbor, I'd be all over him, you'd be all over him. Right? So So then would you buy a lead? No, no, because you don't need to, you don't need to. So that's my point to everybody is you can create your own leads, because you know, where those people are coming from, they're coming from, let's say, your neighborhood, your community, wherever. And so if you can get access, which we have access to that now, I can get access to everybody in my community, and I can get data on those people, which is available, very low cost. And if I can just then figure out a way to get in front of them with content. Like I said, What now we're calling we're setting appointments, we have a cost, so I invested in the call center stuff. So my cost is like stupidly low man, like, it's, it's so low, I can't I mean, it's like, so low, he can't even share them no matter how low it is. Soit's more about not so much like we're not paying for the leads, I'm paying for the systems and management of how to manage those contacts from the community that we're targeting. You could probably sell those leads and turn pretty pretty promptly toyour you're giving them to your team members. And you're writing an awesome model doing that keeping them busy. Systems is all Yeah. Can I plug one thing, man, God, yeah, so um, so obviously have a brokerage marker real estate. And we're basically looking to grow with great people. So that's another goal of mine is to try to connect with with agents. And we're rolling out a rev share plan, rev share model. So if anybody's interested in learning about how to become part of our team, or you're receiving leads, and we're setting appointments for you with sellers with buyers.That's another thing you know, I don't want this to be like a pitch fest. But no, I think that's a pretty damn good offer. If you guys are having struggling with business or acquiring business, then you got to surround yourself with someone who's had acquired for you until you learn how to do it on your own. And he's offering JOIN US team if you're interested and I'll supply you with leads. Simple, it's pretty fair offer to me. Whether you're an agent or a team, you have a team or brokerage, whatever, I think we have a solution for everyone. And so that's that's my that would be my my thing. So I just want to say thanks, Mike. Dude, I really respect you, man and appreciate everything you're doing. Thanks, dude. Appreciate it. And we appreciate you guys listening to other episode the real estate market do podcast folks, you know where to find us. If you are thinking about getting on video next year. You don't need more leads, you need more dudes, all you need to do is go to real estate marketing do.com Schedule a demo with me. I'll show you how it works. And I will promise you that people will stop forgetting what the hell you do for a living and you'll start running and attraction based business. That's www that real estate marketing do.com go and connect with us on all of our social sites as well and keep leaving those reviews and tell people about this show. I appreciate you guys listening. We'll see you guys next week. And we'll talk to you then peace out. Thank you. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule 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.

Today people don't want fake they want personable and using video is one of the ways to do it. What we're gonna talk about today is how to get personal with video one on one. We brought on one of the founders of BombBomb, Darin Dawson. BombBomb is a video email platform, probably the leading one in the industry if and it's a great product. What these guys did really good is they personalize the relationship process through email and put a face with a name and that's why they're succeeding. Darin believes that human beings have intrinsic value. Each person deserves to be seen, heard and understood. That's why he co-founded BombBomb. They enable everyone in your organization to easily record, send, and track personal videos so that they can break through the digital noise, build human connection, and get a "yes" faster and more often. Stop relying on plain black text on a plain white page to communicate your most important and valuable messages. Start enjoying the benefits of face to face communication through simple, personal videos.Three Things You’ll Learn in This EpisodeThe best easy investments to make for your businessHow to use video to your advantageWhat BombBomb is and why you need itResourcesLearn More About Darin Dawson & BombBombReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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 market interview podcast today we have a great episode for you guys. If you've been following the show last few weeks where we've been focusing on his personal branding. What the hell are you going to be doing in 2022? So many guys who subscribe and listen to the show constantly doing the exact same thing? Hey, Mike, I'm gonna get on video Mike, I'm gonna do video I'm going to get on video but then you kick the can down the road. Because the market is good right now and you forget the whole video thing to begin with. And then we end up back at square one. So what I've been preaching for the last two months, probably for the last five years actually is you have to build your personal brand through video. No one cares about what fucking brokerage you work for. Everyone cares about one thing, do I trust this person? Since COVID, it's O or COVID COVID COVID. It's okay to be personable. I'm in my garage. Right now, the guest is usually probably prior to COVID you're probably in a nice fancy office. But today people don't want fake they want personable and using video is one of the ways to do it. So how we're gonna talk about today is how to get personal with video one on one. And we brought on one of the founders of bom bom, which all of you guys are very familiar with Bom Bom is a video email platform, probably the leading one in the industry if that. And it's a great product. But what these guys did really good is they personalize the relationship process through email and put a face with a name. And that's why they're succeeding. So without further ado, let's go ahead and introduce our guest today. Mr. Deron Dawson. How you doing, buddy?Good, man. What's up, Mike, thanks for having me. I love everything you're just talking about. Yeah, I think every year I've been I've been doing this since 2006. And every year, it's been the year of video, right? Like, every year, every real estate conference, I go to a mall and let's like this year's the year a video and I think, you know, every year it gets better. But yeah, I mean, people want to adopt it, but then they then they just don't for whatever reason they get busy. I mean, that's the it's hard I get I've been in real estate, it's hard, you got a lot going on. You're dealing lots of transactions on moving parts. But I think if you make some easy investments in these relationships that you've had, because, you know, let's face it, you know this that real estate is a personal relationship business. Referrals are important to you. Repeat business is important to you. And you are in a business where you are involved in the transaction, right? A human is involved in the transaction, that means trust is needed. And so that's where human beings, that's how we communicate as humans comes into play in a different way. And you're right, that video is a great way to build trust, and to build a human feeling of trust and gratitude to one another. I think that's where most people need to be focusing right now.Absolutely. Why don't you tell everyone who you are and how you know about this stuff a little bit and then we'll get into all kinds of questions for you. Is it the NCI bom bomI started bom bom it's a video messaging platform allows you to send videos from anywhere to anybody. So you know, if you're in Gmail, because videos in Outlook, you can send videos if you're in LinkedIn, if you're in the CRM that you're using. If you're in mortgage or title, you're in real estate, we integrate with the CRM you're using, I can almost guarantee it. We've been we probably have about 100,000 realtors and loan officers and a bunch of other folks everything in between kind of on our platform and so we've been doing this long time and and I get that I'm just in San Diego now a couple weeks ago and they are national association Realtors Conference, I missed you a little talking about this. And you know I've been doing this for a long time. My only investor that we have as a business is the National Association of Realtors. I'm actually on there and you know part of their second century ventures portfolio so they invested in us and saw this is a big need in the real estate industry in general so yep, yeah. Solet's get into it I got all kinds of stuff so are you guys you know you got most of you're listening to the show are familiar with what we do if you're not we script that distribute video content for people but what we do is more on a production type level and we focus on building your personal brand. I want to go through how I've used bom bom how we coach our clients use bom bom because everyone always asked me how to use video and you're going to use video in different ways based upon the purposes that you're using video for. So let's break down all the different applications of bom bom because by the end of this podcast you guys should all get a subscription to Bom Bom if you haven't already. You're losing money and I'm gonna share with you why throughout the next 30 minutes. First and foremost is what I want to focus on is the transaction on the experience that we provide. I'm gonna tee you up first, when we are in a transaction No one remembers what the hell we did for them. They remember how we make them feel. They remember the conversation points we've had. And I'm giving you guys a very tangible example. I used to buy people for closing gifts. Darrin, there, I used to pick up their attorneys fees and their home inspection, which amounts in the city Chicago back that up to $700 a transaction. Not one time, did they ever remember the monetary costs I gave you $700. That sounds like a nice gift. But it went in one ear out the other, you want to know what made a bigger impact during the course of the transaction was how I use video to inform them along the way of every step of the process. What that ended up doing guys was allowing me to remove having to spend $700 on the client, I focused on the experience because customer service is lead generation, the goal is not to sell your house, the goal of average three to five transactions off of the sale the house, please decline then sell the house in that order. Sonow I have a this is how I think about this, Mike, that if you have two companies, company A and company B and I don't care what they do, okay, let's just whatever service you're you, you know, if you're listening to this watching this, put yourself and you're choosing a service, company A and company B, they are both basically cost you the same. They basically deliver in your as far as you can tell the same service, they cost the same same service, everything seems the same. If that's the case, how do you make a decision on who you're going to go with? Right? It's typically who you kind of like the most right? Or how you feel about them as a person are they going to have you feel like they're going to take you through and deliver the services you want. And same thing in real estate, like you're competing against all these other people. No matter what we think we think we're different. We think that we provide this better, we can say have more experience, but the consumer doesn't know or just not as informed about that. And so how you make me feel about how you how you deliver this process differently than your competition is how I decide I'm going to go with you right, like, so if you show up before, send a video, introduce yourself. Tell him tell him where you're from Holleyman doing it all the great things about you before you show up to the presentation. After you leave. recap everything you talked about the show them you listen to them, send them a video, this is the way you know, you said it create a different customer experience than other people competing for that business.But Darrin, I have a real estate license and 35 years in the business. These people need me. What's your answer to that?I think the other one is that, you know, I've been doing this forever. And I want to do this. I'm doing the same way. Yep. And it's worked for you. I would challenge Look, I know. I've worked with all the coaches, Brian Buffini, Tom Ferry, Jared, James, everybody. We all think about this the same way that you you got to reinvent yourself a bit. Okay? Even if you've been doing it forever, everything's always worked for you. There is always a way we get comfortable there too. Like you make the same income. You're not challenging yourself anymore. Think about it's 2022. What are you going to do differently this year? Just what's the new goal? You're raising the bar? How are you going to incrementally push yourself to get that higher number than you've ever gotten before? I would challenge that simply using video could be one of the ways to do that. Like I had a customer Michael Thorne he's a great customer out of Vancouver. been a customer for like 10 years, right? He just called me and said how can I just I want to up the ante. Because I know what using Bom Bom has done for my business. I know if I do more. I'm gonna make more money this year. So he's always he's already thinking about like, how am I gonna, like push this for 2022 and his goal, it's gonna send 1000 videos in 2022 I personally I own the business. I've sent like 8000 videos. Okay, that's a lot of one to one with. I'm talking one to one to people videos. We have some sales reps. I've worked for a long time over 20,000 videos, Michael thorns, probably he's earning a 10,000 category. But if he does 1000 In one year, he knows what it's gonna do for his business. And it's just these simple little things like I just said like before listing presentation, after listing presentation. Yep. During the holidays. Thank you for your business. It's gratitude. It's being that if you bumped into them at the grocery store, a past client? Yeah, would you say send that to them over a video and whatever medium you choose in watch the gratitude component back from that client he hadn't seen in the year two or three or four or whateveron a percent. Let's go through specifically and experience I'm going to share some some of the lenders we work with actually we're building out a guy's 12 Step transactional campaign right now and we're doing all like really funny, cool, entertaining videos, but what he's doing is that each step in the transaction as a lender, he's got a touch point. So for example, guys, and especially if you're a lender listening to this, you guys are being shocked everyone everywhere but sideways, let's be honest, and the only one who ever wins the deals the one that reaches them either a first or makes the biggest impact. So how a lot of lenders are using this as so many different ways you guys, they're using it a pot. Hey, nice to meet you. I just want to congratulations on getting that offer expected. My name is Mike Cuevas real estate dude, I heard I'm gonna be doing your financing. So I want to at least put a face to the name let you know there's a living breathing human being and that we're not like this Quicken Loans type company with a bunch of fucking robots. Right? I'm going to go in there and personalize it based upon my brand. Now we have other people that clear to close, congratulations, you have a clear to close. What does that mean? Well, and these little touch points, you guys, you have to remember that when people are transacting, that's the largest chance for referral. And when because it's such an emotional process, people are talking about it with everyone, which means they're walking billboard for your business, if you make an impact with it, and 100% of the people you come across this year will have a referral whereas 10 to 15% of the people will be moving themselves. So this is not we're talking about making an impact and differentiating the brand. What I found Bom Bom for very beneficial is that so many of these, like 2012 ish. Some of these agents are sending up real estate market updates, and then they send out Hey, turn back the clocks No shit, Sherlock. I've heard that like five different times today. And the entire you almost could tell when people come from conference, they all send the same email out, right? And what we started doing is like how I just ripped off hallmarks greeting card strategy, instead of Homer can make an entire business model, often holiday greetings. Well, what can I do with video holiday greetings. So we ran this for three years. And all we did was talk about the history of each holiday. And I'll tell you the number one subject line, the number one holiday to send out guys, it's Valentine's Day and the subject line is I love you, you'll get about an 80% open rate. And the content is so easy. You might be wondering why Realtors wishing I love you? Well, you might not know this, but you are responsible for 98% of my business. So therefore, yes, I love you. And then I lead into something else different. But the point is, guys, you don't have to talk about real estate, as a matter of fact, I will tell you not to the more you talk about it, the more gonna be tuned out. You need to remindpeople, people work with people they know like and trust, that's still true. And what you're doing there is building that know, like and trust. And only you can do that in your own unique way. And especially in your past clients. I think that the idea of referrals and the idea that, you know, I think often too many times real estate folks are everyone, loan officers as well. They think about the transaction, and that I always like to point out the lifetime, what is the lifetime value of a customer to you? What is it?Right, it's actually 25k, but there's not a number you can put on it.But if you say take that 25k It's really time that because of the referrals, if you build in the process for referral, and like I love what you're saying about especially in loans, because you have a lot of these points of interaction like loans been funded or you've been approved, there's all these points. And what you did there as you did that you never say anybody's name, but that's okay, because that can be an evergreen video. But again, that experience you're providing is a feeling that you're giving to the customer, okay, but back to LTV, lifetime value of your customer. It's not just the transaction is actually could be three to five times that over the lifetime of your relationship as long as you keep a relationship with them. And I think we all know that we need to do a better job at that. Okay, loan officers. You're so busy right now you're like I don't got time for one more damn thing. Okay. And a lot and some folks in real estate are feeling the same way. Some art some art, right? Some are struggling with buyers who they just can't dammit, I can't get it done. I get it. Look. All of this requires relationship building you need to be doing if you're busy right now you need to square away 10 minutes a day to nurture relationships of your past clients. Because the day that that shifts on you and I have been in this long enough that it has shifted okay, like I've done I've seen it will shift again. But you've got to hedge that. Look, you always are backing money away in this business. Because you never know when other shoes gonna fall right? I get it. So hedge it a little bit. Take 10 minutes on your day, send some simple gratitude videos like you've been describing, thanking people for their business checking in on them, how's the wife? How's the house? How's the car? How's the kid whatever it is, just send a simple video like that. Build that build that relationship over time again and nurture those things because it can be worth five times the original transaction really 10 times. How many repeat transactions can you get from them? How many referrals can you get from them in a 10 year period? That I need to think about your business both in both sides of this we're talking about loan loan officers we're talking to real estate professionals any any of theany referral based business this will work for our kids. And the more stuffy the business, the more it stands out like this businesses I love like for this type of stuff is like the attorney business or the CPA business. Imagine getting a video like I hate my CPA, we have a love hate relationship. And can you imagine like, how much human would your CPA be? If he sent you a video email? You'd be like, You know what, I actually don't hate you anymore. Okay, great. Like, because it's huge. If I sayit like this, if long term relationships are key to your success in your business video, yeah, especially now, in this post COVID thing, right? Like, we're more remote people are working from different places. The other thing I think that video helps with is, sometimes when we're calling people to check in on them, you just want to check in on a phone, I'm interrupting you, right? Like, I'm going to call you, but I'm going to interrupt you in your day with a video you can send it, they can receive it on their time, you can send it on your time. And that's called that's asynchronous video, right? That means that the two recipients in the center are removed from the time being the same so that they get the feeling of bumping into me at the grocery store. And they can be like, Oh, I like them. They're great. I remember working with them. That was fantastic. But I don't interrupt them when they're busy. And they're doing a bunch of stuff during your day. Does that make sense? Yeah,here's what I never understood was like, I don't understand why real estate agent or even any business for that matter. But especially in a referral based business like real estate, because it's so simple. Like we all live somewhere last I checked unless you're sending it to someone's box. I mean, we live somewhere renting, buying or whatever. But agents will go out there and farm a bunch of strangers before they'll start farming their own relationships. Right that very early on in my career. And here's I'll give I'm gonna give you guys a very pragmatic, easy approach. What is Bom Bom run right now? It's gonna do an ROI and everything. How much does it cost me to get a subscription on bom bom 500 bucks, that 500 bucks a year. Okay, we're going to 1000 access right now, I'm gonna give you guys a very simple format to follow, I'm sure exactly I do. It's gonna take you 10 minutes a month. If you have 10 minutes a month, you don't have a fucking business. So here's all I did, to video emails a month, nothing to do with real estate, follow the subject, follow the holiday greetings. And here's how I want you to do the math, you guys. If you send we would average a 40% open rate plus on our video emails, the national averages, what they're in 13%, give or take. Yep, so let's look at what impact is, if I'm hitting 40% in my email list is 200 People, I'm gonna give you the statistics on that. And if I average of 40%, that means roughly 80 people are seeing me each and every year, every month, twice a month, okay? Now if you do that for 24 or 12 months, it's 24 videos over the course of time of those 80 people this is what's happening with them statistically 10 to 15% of them are going to be moving themselves. So that's about eight to 12 transactions, but 100% of them all 80 of them have a referral for you. 88% of transactions come from the first person you meet. That happens to be people you know used in the past or you fucking run into on your Facebook feed. It doesn't matter. We're not fighting for anything else other than the attention of our network. And it's how you nurture not what I do better. I do better on my videos when I dress up as Alec Baldwin and I recreate a scene from frickin Glengarry Glen Ross and I'm talking about a B are always be recording that generates five sales. Me talking about video marketing generates zero, it's the same thing in my business. So you guys nurture and farm your relationships with content. Now take that and do the same thing on social and run ads to the same damn people. You won't have a lead generation problem which you're going to have as a hiring problem. This is not rocket science. And if people don't like you, it's the only time it doesn't work.I didn't Well, you're preaching to the choir. But you know, I think one of the ways that everyone on this call or is listening this understand it's like compound interest. Yeah, you make an investment. As long as you consistently drop that in your 401k or your all of your are in real estate you're buying this property because it's going to increase in value over time. The property is your database and that doesn't mean it needs to be 1000 people I love that you said 200 Thank you. Because a lot you don't need a lot you don't pick up the if I can't pick up the phone and call a person on my list and they don't know who I am. I should not be emailing them okay, like you don't have a relationship with these people you have a relationship I think that's why it's so effective. That's why you have a 40% so it's your home and it's increasing in value 6% 8% 12% Wherever you live, but it's I got to keep it up I got to paint it I got to make sure the lawn whatever you got to think about your database that way like a home right I think you could all relate to that and then the interest compounds and your investment or the investment grows and you sell it you make money.Here's another way to think of your databases your significant other the second you stop talking to him you're on your way to a divorce and she starts cheating on you with another agent or do this because it's the exact same thing. Let's get into some creative ways I want to share some creative ways I use bom bom in the past. I remember this one we're in a multiple offer otherwise sticks out but we're in a multiple offer situation And the realtor was like getting hammered in Mexico like I call them ahead of time and I said hey dude, I'm he was drunk at the pool and I needed my offer to stand out and I was in multiple offers so we use bom bom put the freakin sombrero hat on or whatever and I was like Cheers The him I said listen dude I know you're on vacation it's the thing I'm gonna make this transaction extremely easy I get it bla bla bla bla who won the deal guys because no one else did it on a video people are doing this every day and it's the differentiation factor is all that you get noticed and when you get noticed you get more eyeballs get more eyeballs that's all it's about in this business I believe.Yeah. Standing out man. I think this car thing I think the pandemic did more. Okay, I call it digital pollution. But when I get off this time with you, I'll have no less than 10 cold emails I'll have somebody call me spamming me on my phone LinkedIn are knocking you guys it's just a constant assault I think it's it's like this proliferation of like stuff coming at you now. And look I am dealing with that so if I'm You're someone's customer and I am I just rebuilding the house for we're refinancing stuff like I'm your customer okay? If you're trying to get my attention for anything. Yeah, you got to stand out a little bit because I get so much Senate me I think video helps you be uniquely yourself. Every human beings different or fingerprints or faces everything is different. Right? I have twins. I can tell them apart. No one else can but they're different. Funny. That's the point right? Humans are different. We stand out just by simply being us. So if you're afraid of video or you haven't done before, because of whatever reason, you got to be standing out you got to be unique in a way that's only it's not hard because you're uniquely you and uniquely unique and and you can do this easily with video, but you got to start he's gonna start sending simple videos. Don't overthink it, don't over produce it. Don't worry so much about what you like, here's the deal. We sound different to to ourselves. When we hear the video back. Is there a problem that people face? So right now the way I hear myself is not how you hear me? Right? Like the way I hear you is not how you think you sound? It's because we hear ourselves in our heads. Oh, yeah. Let me tell my look at myself now a lot because I'm on video a lot, but it's when I'm brushing my teeth in the morning. So a lot of times when people turn on the video camera and they record it and they play it back to get freaked out. I don't like how I sound in your brain is kind of saying that. That doesn't sound like you rightly gotta like get over that a little bit. Because what is how you sound okay, but encourage yourself, it's not it. It's not a bad thing. It's okay thing, but send the video. And that's why I was telling people when they're getting started, send gratitude videos, send thank you videos. Thanks for your business. Thanks for the lead. I appreciate you. It's easy to do. And it almost always elicits a response from the other person to say, I thank you so much for sending that. So you get to feel good. Sending gratitude. You get the feel good receiving gratitude, and they get the feel good because you did that for them. So it's a reciprocation that happens only humans have that type of exchange. By the way, it's a human thing that you can do very easily and really help your business. It's very simple. Yep.What would you say? All industries you guys were doing? What would you say the? To me? It's any any personal one on one? I mean, it works with everything. I don't know, I can't even really name something that wouldn't. But yeah, your goals, it's very simple guys stand out, like quit being like everybody else. And the only thing that ever stands out is your personal brand. Because God only made one of you as Darrin just said, That's pretty damn cool. We just have to embrace it. Note, I always tellpeople though they go like, I will say you don't have to send a video every time. So if you're trying to think like when should I? If it's better said in person, if it would be better. To say it in person, and I can't send a video, I think that that loan is funded, you know you're approved. That'd be better in person. They're gonna be pumped. You can deliver that message better in person or accepted like our we were accepted, like our offers accepted. That's a great one. If you could be in person, but often you're too busy. Send an exciting video, guys, and then like holed up aside, you're approved or, look, we're accepted offers accepted. I think that's huge. Celebratory makes it easy, by the way to share that video with other people. Oh, we got the house forward. Yeah, they get to see you their realtor. They get to see you their loan officer, what am I whatever it might be? Those are the fun things that people want to celebrate and tell other people about in their lives, which gets you more referrals, right?Yep, that's it. Well said dude. Don't overthink it, guys. Darrin any other points that you want to make anything else you think?I think the one thing that we do that we didn't touch on though was screen recording. So we actually allow you to record whatever's on your screen. So here's where this comes into play. Now, I know you don't want me sharing any financial information on this video, okay for Oregon title, but I mean, when you're walking through things that you need them to do. Again, this could be an evergreen video, a lot of times and these businesses begin to these repetitive things that are new to me as a consumer, but you've done 1000 times, right? So shoot a quick video with a walkthrough. recording the screen helped me understand the things you need me to do. Yes, you don't need to show right, like walk through the document, walk through this disclosure form, whatever it might be, of course, again, not sensitive information, but things that you're doing all the time, record a video once send that to them. And then you can use that video again and again and again. saves you a ton of time.Yep. 100% transactional, there's so many ways use a transactional guys like your, your process. People do rave about them, because they just they like you, they just turn into referral sources, but also the database nurturing was game changers for us. And we do over we create nearly 100 people's videos a month, two to four a month, and we're sending a video email to every single one of them. So I could tell you guys exactly what the statistics are and how it works. It freakin works. And we're doing edited videos, you don't need superduper edited videos you could the transaction on a one on ones are better not edited unless you're using. I agree Iowe you an edited video. There's definitely a place for both of those campaigns. Right. Like you said this the beginning. It's what is the end goal of this communication? What is it being used for? And that's how you decide, right? Yep,totally. Dare launch you go ahead and tell them. I'm sure you guys know how to get there. But go ahead and tell them where they can go. Because he has webinars maybe up on your site or something to check it out further. And here's the homework.It's easy, just get a free trial free, get it 14 day free trial, check it out. Bom bom.com. In my homework for you, you're listening. My challenge to you is to send 10 videos to past clients. If you're a loan officer, it could be to your real estate friends and beginning a lot of business in the last year. If you're in real estate, it's your folks you transact with and 2021 and just tell them thanks. Thanks for business. I appreciate you. Appreciate you always calling me and giving me the business you are. Send a gratitude send 10 Gratitude videos with a 14 day free trial. after that. I don't think you'll look back. Okay, and one more thing I got a book out. It's called human centered communication. And you can buy it on Amazon it's easy to get our chief evangelist wrote Ethan Buettner Chief Marketing Officer see personality it's great book kind of break down breaks down some of these ideas again that we've been talking about gives you some tactical ways to implement them in your business. I think you'd love it.Yep, awesome, dude, appreciate it. Great show and folks, thank you for listening to other episode real estate marketing podcast. Because I think we can help you with you want to build your personal brand to come to look celebrity your market, feel free to reach us real estate marketing do.com We script edit and distribute your videos and make you look pretty damn cool. But more importantly, we don't let anyone forget about you, which is why we generate more referrals. If you're interested in looking at a new strategy to market your listings and stand out quit being like 99% of the other people out there visit listing advocate.com listing advocate.com Appreciate you guys subscribe, and stay tuned to next week. Peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with a 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 were to open up a taco stand, would you not be screaming the fucking name of that taco stand throughout the top of your lungs in every city you are to get people to buy your shit? But you don't do the same thing with your real estate business. Why not? It's because you haven't identified your brand. What we're gonna chat about today is all about your personal brand, why it matters, then how you identify it, and how you market it.  Today we're bringing on a branding expert from brand face, Mrs. Tanya Eberhart. Tonya is the founder of BrandFace® and Branding Agent to Business Stars. She’s also the author of four books on personal branding. Tonya’s humble career began while selling vacuum cleaners door to door to pay her way through college. That led to a job in radio, where she observed local business owners who were featured in their own advertising and positioned as local celebrities in the market. That’s when she realized the power that personal branding has on a business. Almost two decades and many successful brands later, she founded BrandFace®, a personal branding firm consisting of a book series, speaking series, and personal branding program that is designed to help business stars differentiate themselves.Three Things You’ll Learn in This EpisodeThe importance of your personal brandHow to identify your personal brand and what to do with itThe impact you can leave on everyone you meetResourcesLearn more about Brand FaceDiscussYourBrain.comReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 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. We are joined here today by unbelievable gas somebody that I've seen over the last few years and finally we did fucking show together. Should have done this a long time ago. But yeah, we should. Where have you been? I don't know, just some of these things. That's just one of these things. But um, anyways, what we're going to be chatting about the summer books. So one of the things I know everyone's talking about is like, you know, the last two weeks of the year, what do we do we sit around, what are we gonna do next year? What do we do differently, and I got a newsflash for you. Nobody is hiring you based upon the broker you hang your license with. I will just go ahead and tell you that, let me repeat it one more time. Nobody is going to hire you over the broker that you're associated with, quite frankly, no one gives a shit who your broker is, or what the hell they do. And quite frankly, neither do you. Because today, more than anything, brokers are not really earning their splits, so to say, but that's why they're as 100% brokerages and companies like exp have been growing so much is because agents are looking for more, but that's another episode. So what we're gonna chat about today is all about your personal brand, why it matters, and then how you identify it, how you market it. And first off, what is it the problem that so many of our own clients have a lot is? Well, what do you mean, I'm a brand, I'm just a human being? I have a family, I have kids, I have a breeding? Well, let me ask you a question. If you're open up a taco stand, would you not be screaming the fucking name of that taco stand throughout the top of your lungs in every city you are to get people to buy your shit. But you don't do the same thing with your real estate business. Why not? It's because you haven't identified your brand. So what we're going to be doing today is bringing on a branding expert from brand face. And let's go ahead and introduce her name is Mr. Mrs. Tanya Everhart. Welcome to the show.Thank you so much, Mike. I've also been following you and so happy to be here today.Thanks. Yeah. Finally, why don't you tell everybody a little bit who you are and what you do? And then let's get into this.Yeah, okay. All right. So I'm going to take you back just for a moment, way back to my early days in in my career, I was selling vacuum cleaners door to door to pay my way through college. And that's really where the first taste of personal branding came into play. And I realized I can't just walk up to the door and say, Give me your wallet. Right, I'd be arrested. Somy vacuum cleaner in your hand.arrested with a deadly weapon. So I had to kind of come up with my own story. And when I realized how impactful that was when I just kept getting these sales awards, and then I was discovered, if you want to call it that by a guy in the radio industry, he was actually an engineer at a radio station, and I sold him he and his wife a vacuum cleaner, and shampoo, or I might add, it was a nice combo. And they called me a couple of weeks later and said you need to apply for a sales position in radio. Well, I did, I got the job very quickly, I saw that there were these people walking into these networking meetings or in events. And they were like rockstars. And I thought Who are these people? My God, you know, they're, they're just business owners. But what they all had in common was they were all the voice and the face of their own business. In other words, they put their personality, their personal brand out there as a representative of or spokesperson of their business. And that's really when I began to understand how much of an impact personal branding had on business. So fast forward many years later, actually comes with the idea of brand face because I had had a common thread throughout all of my experiences throughout the media world of bringing clients into a studio helping them create their own commercials become more of a face of their business. And then brand face began in 2013. It started out as just a book and about halfway through the book, I thought, this is a business. This is my passion. And so that's when I met my now business partner, Michael Carr, who was in the real estate world. And I worked with him on his brand very quickly. He shot to the top of his market. And I thought hmm, you know what, this works in any genre. And so, but that's kind of how we got headed into the real estate space. was really was Michael's industry. He was a real estate auctioneer, a broker and an investor. And my challenge at that time was pulling all of those brands into one to say, here's what this human being has in common with these three businesses he created. Here's why He created him. What is his why, you know, and that's what we've been doing together ever since and enjoyed every single day on it.Love it. Um, I need to go back and ask you a question. All right, folks, you selling vacuum cleaners door to door like you guys are complaining about going out and like lead generation like to try selling a vacuum cleaner door to door, you sell a vacuum cleaner door to door in Chicago, like you're getting shotgun put in your face, you can knock on my door, maybe in San Diego, might be able to get a company will open the door. But that's a tough sale. What was your story refer to? At that time, she mentioned, people fell in love with my story. So I might as a vacuum cleaners at your brand face at this point, right? Your vacuum cleaner salesperson door knocking pushing vacuum cleaners? What story did you have that copy would be like I really liked her vacuum cleaners.It wasn't about the vacuum cleaners at all. And I think I've heard you say that in previous podcasts. It's not about what you're selling. It's about you, right? And it was, hey, you know what, I'm a student, I go to Florida State University. So I wasn't selling in Chicago. So it wasn't cold. I can't you know, say I went uphill, you know, to sell a vacuum both ways in the snow. But, but it was hot. So, so it was I'm a student at Florida State University. And I would like to demonstrate this vacuum shampoo for us no obligation. You don't have to buy it. But I do get points toward school. If you could help me out. I would greatly appreciate it. Lesson number one people want to help you. If you ask for help people instinctively want to help. I was a young person, I was very young girl. I obviously wasn't a threat to anybody. So it was a little easier for me than it might be you know somebody else. But it was easy because they understood Hey, this girl just needs some help. She's in college. Then when I got in the door, I knew my product backward and forward. Nobody was gonna beat me not rainbow, not Kirby, nobody.And gotta get in the door first, how to getin the door first. And it's not about the product that gets you in the door.We have a lot in common. In college, I sold soap to get through my daddy Sona soap factory and these three packaging soap. So my dad's like, Hey, you want to stay in college? I'm going to drop you off about 100 pills of soap. And you're gonna have to repackage and shut up and go sell them door to door restaurant to restaurants to sell $5 gallons 25,000 gallons of soap. And you're right. That's why people hired me was because of the soap. They felt sorry for me because I was a broke college kid hustling and they appreciated it very much. So it wasn't the soap I was selling. They were they knew my story right? Just made me think of that. Love it. What do you think? Let me just say this first, I want to get your opinion on it. So guys, when when you're talking about your nobody hires you because you have a real estate license like that just gives you the legal right to collect money. They hire you because of how you practice your real estate license. But like she said, You got to get your foot in the door first. And nobody's remembers who's a real estate agent unless you're always out creating content or you have a brandy of something that they remember you by so people don't hire you for what you do that how you how you do it. How do you identify one's brand and let me just tee you up with an example. I'm a agent 33 years old been in the business for three years. I work for Keller Williams. I'm just a salesperson chasing a check. What do you mean, I have a brand. I don't have a brand. I'm working a job. I'm trying to make my ends meet here if you my kids, brand, Keller Williams has the brand. How do you answer that?I would answer Keller Williams does it does have a brand but it's not yours. And you come at life with your own story with your own unique points that differentiate you from everybody else. So when we look at where do you start, we have a process that we call our 3d freedom formula because once you figure this out, the world is your oyster right? It does give you freedom and is called define develop and display and we can go into that in a minute. But I did like the first part of what you're asking here belongs in the Define space and that Define Phase. Because what you're doing is you're taking a look at two things when you're trying to define your brand. And you're taking a look at okay first of all, who is it you're trying to attract? Because that is truly important if you say well, I just want to you know, sell sell a home or to anybody who fogs a mirror. We'll get out of this business because that's not going to get you very far. That's a that's, you know, a 1,998,000. Right? So what you got to do first is define who it is you're trying to attract? What is important to them? What are they seeking? What phase of life? Are they in? What lifestyle? Do they want all a lot of those things, then you take a look at yourself and you say, Okay, what is it about me that makes me unique? What things that are different about me that also appeal to that person that I'm trying to attract. And so that's kind of where you put the basis of your brand. It has to meet those two criteria, it has to be both important to your ideal customer, and unique to you in the marketplace. And so once you determine what that is it really like that's the starting point. And I think it's you your brand, at first glance has to be enough to just kick open the door for somebody to say that looks interesting. Let me learn more. Or even better yet, that looks interesting. But it's not for me. That's perfectly okay. Brands are great brands are polarizing. You are not for everybody. Right? So I don't know if I answered your question there. Butum, two questions. You're right. The problem and people have tried to cater to everyone, you're not the jack of all trades. You're not God, you're not perfect. I don't ever try to be because you resonate with zero. But I also think you can't fake your brand too. So for example, like I get one of the things I always get questions, oh, I want to trust me. And when I was in real estate, I'm 22 years old, I got my license was doing a keg Stan seven days before I found myself walking down Michigan Avenue in a suit, work in a new job, like a graduate college awesome shit happen fast and like, oh my god, what the hell just happened. And trust me at that point years old, of course, I want to sell million dollar properties. But folks, you know, like I only start selling higher end properties to my friends start making more money, period. That was it. It wasn't I can't I couldn't pick my brain. I couldn't just plot myself at that time into the luxury market, because I had nothing to do with luxury. So people have to also in real estate, would you agree that people have to like also be true to whom they are naturally before you can't pick your brand, God's picked it for you already, all you can do is embrace it and scream it from the damn rooftops.Couldn't agree more with that. It's what we call authenticity. And that authenticity. I mean, it's not like you're creating your brand from the ground up. But I also want to say what's interesting is a lot of people say your customers will decide your brand. I say that takes too damn long. It takes too long. And innocence that is correct. Right? That that because that's the authenticity coming out in you and your customers will know either you're a kind soul, you're very approachable, you're very action oriented, you're there's certain characteristics about you that formulate that brand. But what if you could say okay, here's the essence of me, based on that. This is really what I want to be known for. And you can create that create what it looks like sounds like feels like and, and that's what we call your brain preceding you. That's when you send a video to somebody introducing yourself and introducing yourself as hey, I'm the lifestyle um, your lifestyle locater. Right, that's who I am. I know this lifestyle and Whistler British Columbia better than anybody else. This is what I do every day, and my videos are about this. And all of those things. And and that's authentic. And it's also drawing in the kind of people who are seeking that type of lifestyle. So, so you're absolutely right, the authenticity is a big thing. But you can also create your brand as well create what you want it to look like, instead of waiting three years for your customers to finally tell you what your brand is. I don't agree with that.Totally. I remember. I it's funny. So I had a guy we brought on today. And he had like a cartoon character. And I was telling him the story about in 2012 when I switched into a cartoon, and I start calling myself the Chicago real estate dude. And people are like, You're nuts. You're crazy. And I'm like, I don't really care. I'm burned Dallas, either at work, or it's not. But what gave me the confidence to do that was because I averaged my last 10 clients. And there's a reason why I became beer guzzling drinking buddies with all of them. It's because we all attract like people. So whether you guys want to admit it or not, you have a brand, you just have to learn what it is, and embrace it. And but you can't be scared either to like, be it and it won't work. You have to have a theme. Like for those of you that we create video content for somebody, we build your branding strategy off of your theme of who it is, if you're servicing your military, I'm focusing on the top three military friendly neighborhoods, name my shows called salute some. If I'm focusing on I'm pcse, right people PCs going into a market if you're a dad or a mom that focus on schools, focus on kid friendly stuff. like you are the brand, like don't overthink the, the whole aspect of it, it's usually would you agree? It's usually what you're doing on the weekends?You absolutely would because who you are as a real human being you can never hide and you shouldn't want to write it because I don't want to be somebody on Facebook or Instagram or Tik Tok, that I'm not when I'm sitting with my family at dinner. I don't want to be somebody different. Do you show different things? Yes. I mean, in the content that you show is different things. But you're the same person. And they should see that all the way through, you know, and I'll give you a case in point. So and I also heard you say this on a on a podcast, and I absolutely loved it. When you said people do not remember the boring professional things. They remember the personal things about you. So a lot of times when I go speak in front of a crowd, I wait until the very end. And I say okay, I want to somebody around here to shout out what will you remember me for when I leave this room? Do you know what they are? It's vacuum cleaner sales. And it's coming from the family of moonshiners. They remember those two things about me? Because those are the things that are interesting, right? And the fact that we do personal branding is awesome, but that's not the most interesting. That's not why they're gonna remember me, which is why it's called Personal Branding. Yeah, so so that's what makes it so unique is the pulling in those other sides of you that you want people to remember because there are a million real there are 2 million real estate registered real tours, over 2 million in the United States alone.Yeah, 90% of them don't do any business. 10% do the vast majority of it. But what are those 10% all have in common? They have a brand? Yes, theydo. They know what that is? And they they get in their lane and they stay in their lane.Why do you think generally, people struggle, it's just a real estate thing. Any referral based business. I mean, this goes for contractors, lenders, attorneys, real estate agents, any local business is really the same thing. Like the, the it's all the same stuff. People in real estate, 80% of them meet with close with the first person they meet with, but you have to be remembered. And we remember the brand. We don't remember the individual like, people always say to me, like, trust me, everyone I know knows what I do for a living. And I'm like, really well then why did fucking you just lose that $1.5 million dollar listening to little cousin Billy who just got his license.So true. I'll give you another story about this. So about seven years ago, I was on the phone with a lady and she said, you know, Tanya, I mean, every everybody. I think I'm really well branded in my area. When I walk into a restaurant. Everybody knows I'm a realtor. And I said, You know what, Sherry, that's wonderful. And you've got a great start, and I'm really proud of you. But let's say I walk into that restaurant and I say oh there Sherry, the realtor. I know she's a realtor. But you look two tables to the right. There's Mike the realtor three tables to the left. There's David the realtor. Yeah. Now who do I choose? Why do I choose that person? Who's the best fit for me? What do I remember about them? When I leave? All of those things are left unanswered if you are content with just being a realtor.Very well put. So let's say we find the brand. Okay, great. I figure out who my brand is. We name it. Some people like to come up with fictitious other people come up with their name as their brand, which is fine, right? But it's it's what's the imagery, right what the brand stands for. So I always like to say like, when we we don't do any logo, we do logos and all that stuff. No do anymore. Too much. Just really lot of videos service. But when I would do a logo, I'm like, it has to do three things. One, it's got to tell story. Two, it's got to reflect personality. And three, it's got to remind people all you do for a living, right? Because your logo and your brand is the number one most it's the most important marketing piece you have, like, I don't have real estate marketing dude without the dude. Right? Right. It doesn't even take off. Like there's no brand behind it. I don't have this damn podcast without to dude, I had to sit down and figure out what the brand was. But how do you market it? Like once you have it? And once you define define it, how do we bring attention to it?Okay, so there's one word that will answer all that. Everywhere. Everywhere. Yeah, we call it Brandon fusion. So, so stop, stop projecting it and be it. Okay, so so so I'll give you a great example. And she's actually works in Michaels office and she's a young young lady who came in into his office as an intern and she's been here about five, six years now she runs now, she is runs three divisions of his company and if $4 million in real estate last year. She watched us put together brands on brand face for a few years. And then she when she got her license, one of the first things she did, came to us and said, I want to brand because she had seen what it had done for other other people. And so when we started to pull her brand together, she was a young, beautiful, super sweet military spouse, she and her husband had just gotten married, he was going to be in the military for at least the next couple of years. She wanted to help first time homebuyers. She wanted to help people in the military. And so for most of the people in our program, you are correct. Some people just kind of use their brand, their name for their brand. But we really like to add that extra, what we call a brand identifier, because your brand is your name is not necessarily what differentiates you. What differentiates you is is what we call the brand identifier. Now, you might call it a tagline or slogan, but her brand identifier is American Dream agent. And so she became the American Dream agent. And when I say she became the American Dream agent, this girl is the American Dream agent. So everything that she does, she does she considers her brand colors red, white and blue. She considers who she's talking to, she considers how she contributes how, you know, any kind of involvement in the community. Every single thing she does down to every single gift she gives to a client everything it is from the American Dream agent. And so it's just being that brand more than anything else. And and you know, and if you take a look at that American dream agent, a lot of people expect a brand identifier or slogan or tagline like real estate marketing dude, right? They expect that, to say everything about who you are the why that everything the whole story needs to be wrapped up in a logo or a name. Nonsense, forget that. of it. What that needs to do is command attention from the very beginning. It just needs to say what's that? Right? It needs to evoke a question, tell me more, what's that? I want to learn more about you. And that's really all it can do. You can never expect three or four words to communicate an entire brand. But as you Case in point of what you do the video marketing, infusing that brand and all of those videos and being that brand and all of those videos. Over time, people will begin to learn more about what you stand for. But that's a good like shot in the arm. Right?I love that. So let's tie this in. Let's tie the video stuff in and she mentioned something about gifts, which is really cool. You have to look at your brand. Or let's switch gears. If you go into a restaurant to go eat. There's a couple different restaurants that we could choose for. Let's say I'm really hungry and it's noon. But I only have half an hour and I'm going to eat tacos. That's what Mexicans do eat tacos. That's my favorite. If I'm in lunch hour, like right now and I have to run I gotta run to the taco stand on the street. I only got 20 minutes. I'm gonna eat that tacos. Good. Tastes really damn good, right? But if I'm hungry, and let's just say it's 435. And then some of the dudes here in the office are like, Hey, let's go out to grab a bite. Well, we're probably going to go to this other place down the street. That's grand margaritas, going to tacos, both are going to fill my my belly. But I'm looking for a different type of experience. Right? So it's yes, I'm eating but I'm going to look for a different experience. Now. The reason why I'm going to the other restaurant is the ambience I want to be served. I want to get margaritas, I want to get margaritas with 18 I want to watch the game a little bit I want to enjoy and spend 45 minutes with my family. But what I'm really looking for is the experience. So I like to tell people's like your brand identity is like the menu for your restaurant. Right? And it's like the drinks you serve like when restaurants go out and they actually go if you guys watch Vanderpump Rules I'm I'm a fan. Okay, don't make fun of me. But Tom and Tom right now are creating a new restaurant. And part of the restaurant they have to create is a drink menu. And they can't create the drink menu because they haven't figured out what their mission statement is for the restaurant yet which means you have to that's what your brand is so she's what she's saying here and she's getting all these awesome things I want you guys to pick up on this because when you once you identify your brand you have to live it out and that's in the experience you provide. Okay, that includes right now it's the end of the year So an easy way to give people stuff right? What would a let's take the American dream girl What does she get for her clients is like a Popeye gift or something like that like a gift like that? It would just give out once a year.Yeah, I think I don't I don't know if she does anything for Christmas specifically but I know she does for New Year's she does her own private labels on champagne that are red, white and blue big you know fireworks surprises the American Dream agent label,probably big big marketing event. Fourth of July Memorial Day, Veterans Day,unfortunately, I wish I had it here. I don't have it handy. But she puts little flags out in three different communities that she farms. And she puts them out with her card attached to them beautiful is very beautifully done. But the flags about probably a two foot flag, it's not a little dinky thing. She she really goes all in on that. And she has definitely gotten business off of that.So let's say I wanted to create a video series for her I would create a buyer bootcamp that I've created seller bootcamp, which would just price it would just be strategies on that if I would create a video series I'm talking about PCs seen in around Fort Benning. I'm talking about the top three neighborhoods near Fort Benning, I'm talking about what you need to do on a military budget, the top five neighborhoods PCs veterans move to, but that's just content, building the brand, but you can't create the content until you first identified the brand. Otherwise, it doesn't stick.Okay, bravo. Because, because that is the biggest challenge that we find with real estate agents, they begin to market before the brand is built. And and you really need to understand to build that brand. First know what it is you are communicating. There's a big difference between building a brand and promoting a brand. Yes. And so you've got to know what it is you're putting out there before you it's kind of like, why would you pack all your suitcases and go stand by the door and think I'm going on vacation? But you don't know where you're going? How do you know what to pack? Right? So or how much money to take, or who's going to go with you or how you're going to get there? You? You know, that's what's missing a lot of times, and that's why people cry and complain and whine about marketing doesn't work. Right? It does work. Videos are the number one marketing tool right now by far there's no question. There's not even anything close to it. Other than podcasts, videos, podcasts, right? Sometimes both in one, right? So you need to know a direction before you just go all crazy, which is why I love what you guys do it you go into it with a direction and a theme and a purpose. And there are so many people who don't do that.You have to be smiling in the content you create. Otherwise, it doesn't like I'm sure the the gal we're talking about here at American Dream. Trust me, guys. I guarantee you she's snapping photos of her placing those flags on social media. I guarantee you she's doing stories and reels about it. I guarantee you she's capturing different stuff around there, which is just micro content. But it's very hard to determine what to create when you first have it. So that's around. Part of that reason though. I'm going to blame the gurus I hate the gurus like the gurus You guys suck. Because teach people to go out there and chase a bunch of leads and do a bunch of old school vacuum cleaner salesman shit, that doesn't work anymore today, unless you have a brand.That's actually what I had to learn the hard way. That's where I had to develop one along the way. And then later when I got to the radio world, I realized, hey, that's what I just did. I just, I just developed my own brand. Now I'm gonna go help all these other people do the same thing. Because I learned from them. You know, I learned from those that went before me. If we're not learning, we're dying. So, you know, I learned from everybody I've learned from you today.I think there's a good way to think of yourself when it comes to content creation as your brand spokesperson, you're just the host of your own show. The guy for our examples, easiest one, he's diners, drives and drives his theme as grease pit food for dudes, diners, drives and drives is the show. He's the host. You're the host, you name a show, and then you that determines how you create content. And that way you never run out of stuff to say, but you should never run out of things to do just by you know, some people aren't gonna videos, be honest. Either cost, you'll be too scared. Or you just don't know how to schedule a demo with the real estate marketing, do WWW dot real estate marketing do.com Schedule a demo Big Blue Button. Or I don't know, I don't know what it is. But it doesn't mean you can't build a brand. But you do have to create content. I don't think you can build a brand without content. What's your opinion?No. Well, in my opinion, is this. You can build the greatest brand in the world. It's kind of like setting up for this elaborate birthday party in this gigantic Victorian mansion is perfect. All the forks are in line everything super shiny. They're earning the lipstick stains on the on the wine glasses. You did not send out the invitations and tell people here's the party here's what's going to be there who's going to be there the music, the food, everything. That's your content. You can't have a party without the content.And today folks, you're in the business of content creation. If trust me if someone's if you're not marketing your network someone else's I guarantee you we said it earlier is 2 million real estate agents out there. And your your network juice has been infiltrated every day not only other agents like in your guys's market, you got the ibuyers You got not Zillow anymore, but you still have open door, you have all the alternatives you have Nokia vz, knock it all of these companies have way more money than you guys do. And trust me, they're in the business of building their brands right now to steal that attention away from you. And the only way you're going to ever compete back is by having your own brand because where you will win is the relationship you already have with the audience you already know. That's what big tech interruption none of those people will ever be able to infiltrate. And I'll give you guys one more example of this. And I'm gonna do a giving back brand. What's the take the same thing? So here's how you here's an unfair competition. Let's just take the American girl girl, okay, I guarantee you she has a near and dear heart. What if we created a program for her called salute? And every time she had a closing 10% would go towards the Wounded Warrior Project. Sorry, you don't stand a chance. Come compete with me next time. Go home. Fuck off. I won.She would do it. And she would feel the same way. I know her. Yeah. I love that idea.You can't compete. You cannot compete. No, you can't.It's standing behind your word to you know, it truly is. And and Mike if I'm if I may I like to address something that you asked you asked why why aren't people doing this? Why don't they schedule a demo and hit that big blue button? Why don't they do more video? Why aren't they doing content? And I think that having done this for so many years and and walking CEOs into a studio, where they're like shivering and wondering what on earth they're going to do, right? It's like, make me do it's like I'm gonna make you rich. So I'm justgonna shut down and take notes.Just do what I say. Right? Yeah. Wouldn't it be nice? But But I think it's a lot of that is just intimidation. And I think we were as a society, we're raised to be very modest people, we're, you know, we still have guilt when we have, you know, when we make more money than somebody else, there's a lot of guilt going around in the world. And there's a lot of modesty. And those are great things to a degree to a degree, they ground us, right. And I think a lot of people feel like, well, if I come out here, and I develop this brand, or if I start doing all of these videos, then people are going to think I'm arrogant, narcissistic, egotistical, that all I care about is my face on another billboard, or whatever it is. And what I say to people is you need to, that's it. That's definitely an antiquated way of looking at things. You need to think of it. As we tell people. We don't this is not about Look at me, look at me, this is about look at what I can do for you. And if you approach it with that kind of spirit, that this is not about me being on video, this is about me helping people, like whoever like like soldiers, like first time homebuyers, like people that have lived in their home for 35 years, and don't know what to do with all that stuff that they need to move out to go into assisted living, right. And there are some real situations out there where people need your help. And if you can express to them why you're the person to help them. Not only does that genuineness come out, but your competitors will never never win. They'll never win against Real, true intent. And I think when you look at it that way, the videos don't seem so daunting. Yeah.Well, it also at the same time, if you truly believe in your heart, that you're the right person for the job, it actually becomes your obligation to scream it from the rooftops. If not, you're a dick. That's just the truth of it. Right? Like I think I'm one of those people for fucking video right now. Like, you don't want to do video with me school? No, I'm just joking. Um, listen, I can help you like I just I'm screaming it from the rooftops. That's why I have this podcast. But I don't feel like I'm selling you anything. You don't have to hire me if you don't want to. But I'm here if you do, right and it's remind, remind, don't tell, get out of the salesmanship, like Quit hitting them right over the head with your damn lockboxes. No one wants to buy or sell real estate. So they're the time to buy or sell. But that doesn't mean you stop communicating with them. Quit being a salesperson chasing the check and start building a brand and a long term. This is a business you're an entrepreneur, you cannot run a business without having a brand. And yeah, that's all I got.No, I love it. And I think I love your approach because I feel I always every time I listened to you, I feel like it's so refreshing. It's like, it's like, okay, stop the nonsense. You know, this is what's really happening. If you need to do this. You can do it with me. You can do it by yourself. You can do it with somebody else, but you need to do it period and I'm the guy you need to do it with. Right because because I know these things, and that genuineness comes out, you know from you. And I think that obviously no doubt is you know, real estate marketing dude. The dude is like, Okay, I'm a laid back guy. I'm intense. Right. But I'm also laid back I'm easy to get along with, we'll go out and have a beer after this. But let's get, let's get moving on these videos right now, because this is gonna change your life. Right? That's how I see the dude.Yeah, trust me, there's a lot of people don't like to do it either, like, great, you know, like, I guess I'm not, I'm not supposed to get along with everyone, and neither is anyone else out there. But I guarantee you, I have a lot more attention than my than some of my competitors. So, you know, it's, it's my job like, so it's my obligation. This is awesome, awesome show, why don't you go ahead and any other closing tips you want to add or anything else you want to mention?No, I just want to say you know, it, it truly is it comes down to one thing, unveiling your inner star. And I think that everybody has a star inside of them. I don't care who you are. And a lot of people will come into our program and say, well, there's nothing really special about me, I don't know, good luck, if you can find it. And I say nonsense. First of all, that's your first problem, right? You need to understand that there truly is there's more than one, we just have to figure out which one we're going to lead with. So there is an inner star inside of you. I think it's you, you deserve getting it out there. And not only that, it's not all about you. Okay, it's about your clients, because the people you set out to help they deserve to have somebody like you to help them. And I love what you do. And thank you for everything you do. I appreciate you having me on this show very much.Appreciate it. Why don't you tell everyone where they can find you, folks, if you guys are looking, if you're stuck on figuring out what the hell your brand is, give them a call called Brand face. I'll give you the website right now. And when you get done with that you come visit me put you on the map, Portugal had Donya tell him how to find youwill work in tandem. Alright, so the main website to learn more about us it's brand face star str.com. And then if you are sitting there thinking, Hey, I just want to talk to these people I'm in I know enough, go to discuss your brand.com and we'll jump on the phone with you and have a chat with you about exactly what it's going to take to get you where you deserve to becool. And folks make an investment in your brand. Like do it. There's no you can't, you can't start a restaurant without building out the restaurant or creating a menu and you can't start a bakery without getting your recipes. You can't start a store without picking up inventory and then naming it so like you have to look at that with your business like you cannot start a real estate business without first identifying how you're gonna practice real estate business so don't be a salesperson chasing a check be someone that serves first and you only do that you have a brand so awesome show love it. Thank you folks for listening another episode of real estate marketing Do feel free to follow us on all our social channels YouTube, Facebook IG and subscribe to the show. We appreciate you guys each and every month and if you need any help with your video marketing please give us a ring seven are not seven so not give me my cell phone number real estate marketing dude.com real estate marketing do.com But my cell phone number is 773-988-6599 to go shoot me a text we have an answer it and talk you into video. Appreciate you Tanya Have a great week and it looks like I'll be doing a show with you guys at the end of the month here to be cool so appreciate you awesome show and you guys take the advice you had here there take action you got 30 days to plan out next year. Do it. Peace everybody. 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.

if you've been following the show, or following our blog, or noticing some of the products we built, not too long ago, we launched a product called listing advocate. The reason why we launched this product was because everybody in the world wants a cash offer today and we just created a solution for you to compete back against big tech assholes like Zillow, and all the above. So what we want to do is bring on a guest today, who's an expert, and we're going to talk about the pros and cons of different digital marketing. Brandon Bateman has been in the game of generating motivated seller leads for almost four years now. He's spent over 10,000 hours just generating motivated seller leads and today he is going to give us his expert insight.Three Things You’ll Learn in This EpisodeHow you can crack seller lead generation in your businessDifferences between Facebook, pay per click, and SEO on websiteWhat works when it comes to advertisingResourcesSchedule a call with BrandonReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript:So how do you attract new business, you constantly don't have to chase it. Hi, I'm Mike way ambassador, real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get startedWhat's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast what we're going to be doing today, folks since December what we're talking about all month long shit we need to be getting into for the following year. And if you've been following the show, or following our blog, or noticing some of the products we built, not too long ago, we launched a product called listing advocate. The reason why we launched this product was because a lot of real estate agents. Everybody in the world wants a cash offer today, you have ibuyers infiltrating every single offer. And we just created a solution for you to compete back against big tech assholes like Zillow, and all the above. And amongst that, one of the hottest tickets and one of the things if you can crack, if you can crack seller, lead generation in your business is very advantageous because that's what everybody's trying to do. So what we want to do is bring on a guest today, who's an expert, and we're going to talk about the pros and cons of different digital marketing. We're going to talk about Facebook, we're gonna talk about pay per click, and then we're gonna talk about SEO on website, we're gonna disguise or call it, divide the differences between all of them, so that you can get an idea you know, off of which is right for you. Once everything goes digital things change. The truth is that 99% of you don't have the skill set to even know what the fuck we're talking about. That's why guys like this exists, because he does a lot of this stuff for you. So we're gonna get into it and show you exactly what he's doing.And see how this rolls. Brandon. Say hello to our guests. This is Brandon Bateman, ladies and gentlemen. Yeah, thank you for the introduction, Mike. Happy to be here. Why don't you tell everybody a little bit about who you are, where you're from, what you do. And then I got a bunch of questions for you. Yep, let's do it. So my name is Brandon Bateman. I live in Utah, good old coastal Salt Lake City. Anybody knows that crazy market. I have been basically in the game of generating motivated seller leads for almost four years now. A little bit less seriously at first and a little bit more seriously, in the past few years or so. And I am proud slash embarrassed to admit that I've spent over 10,000 hours just motive generating motivated seller lead myself here that makes me an expert, but it also doesn't reflect highly on my work life balance. So that's, let me just ask you a question. So he's gonna share within the next 30 minutes what he's learned in 10,000 hours, but how much of that 10,000 hours of trial and error cost you?Oh, man, I mean, like my life. And then of course, like we've spent, gosh, our company like through through the consulting projects, and companies are working with spending their budgets, like literally over $100 million in advertising spend. So folks, the students spent over $100 million in digital ads, pay attention, take notes, because we're going to sort of figure out, when you get to that level, you actually really do see what works, what it's very hard to determine what works when you're not spending a lot of money on ads, especially nowadays. So what we're going to do is dig into that. So what would you like to start with, cuz I want to hit all three of these. And I want to dumb all of this stuff down. I'd like to start with pay per click if you're cool with that. Yeah, of course. Let's talk about it. Better. Yeah. What did you start with?What did I start with? What was your What was your first and what do you think is actually it was putting this to you? What do you think is the easiest channel to start with? If you're starting in the motivated seller? If you had to pick between SEO Facebook ads, or pay per click your top three here what you're an expert in? Which one would you choose?You know, it's gonna depend a little bit on the individual situation, I think a blanket statement that would apply to the most people would be Facebook ads as a place to start. So to give you a little bit of context on that maybe we just dipped super late because I'm sure there's into all three of them because I'm sure there's some people here that don't even understand what these things are. Right? So that's uh, at least give like a high level overview.The Facebook ads is basically the the paid advertising inside of Facebook. It's where you're actually paying to have your ads show up as sponsored posts on someone's newsfeed. So if you scroll through Facebook or Instagram, you see these random posts pop up with these call to actions. That's basically that's basically what Facebook ads are. And the for real estate. And say for a lot of people, they should start with Facebook ads if they have a small budget. And the reason being a small budget stretches the far this with Facebook ads.And Facebook is a channel that that tends to get you outA lot of leads for the money that you spend on it in comparison to the other channels. It tends to get you those leads relatively quickly in comparison to say SEO that just takes a really long time, pay per click will be quick too. But like I said, less leads. Facebook also produces a lower quality lead. But the magic of Facebook ads is you'll get some junk leads. But there's good ones in there. And those good ones tend to be your largest deals in your business, we see it over and over again, our clients, our largest deals come from Facebook ads. So if you have a small budget, Facebook ads is great. The problem is if your budgets bigger, you can end up pushing Facebook ads into an area where you're just getting really diminishing returns with it. And that's where some of these other channels are better. And also from the lead quality standpoint. Because maybe Facebook ads have a little bit of a better ROI than PPC with a small budget. A lot of times with larger budget, PPC might have a better ROI. And in any circumstance, PPC produces a much better quality lead, which means even though your ROI and your money's a little bit lower, sometimes you spend a lot less time chasing down bad conversations. That is the brilliant thing about pay per click and SEO. Just so you guys understand why.We're better. Yeah. Why don't you tell them why that is? You're reaching people that based versus not intent based looky loos. Exactly, yeah, that's what it is everything else that you do. It's all people based, you're looking for people based on their situations, and you're trying to target them, there is no channel that you have in your business right now, most likely, that's intent based, meaning you're advertising to people based on the fact that they have intent to sell their house, which is just a completely changes the game, because now this is like if you could put all marketing channels on a scale from outbound to inbound, you'd have like on the far outbound side, like your text, cold call, and the middle you have like maybe direct mail, Facebook ads, stuff like that. TV, maybe like some of these channels where you like, it is still inbound, because the person is coming to you, but you went to them first still. And then you go far to the other side, you reduce inbound channels, 100% inbound, like pay per click and SEO. And it's just a whole different kind of lead that goes faster. And they tend to be more motivated. However, the this is where people get screwed up on PPC though, it's expensive, and highly competitive. So you have to be ready. Like obviously, if these people are just searching on Google and looking for ways to sell their house, and they're the most motivated leads, which they tend to beother people want those to you're not the only person who had that idea? Well, here's what a lot of times, you'll pay more. So you're saying you're gonna pay more on PPC bringing the higher quality lead Facebook and get a bunch of leads, it's gonna feel good, it might stroke your ego a little bit, however, just be prepared to work for but in exchange for spending less money. So make sense.What do you who and how do you target on Facebook nowadays? When you're targeting these people? And are you writing in being an investor? Are you writing in special ad category issues? With all of that? So let's do one first.Yeah, the basically who we're targeting, it comes down to whoever we believe to be most likely to be a motivated seller. And I know that's like, really like fluffy. But but when I answer your second question, I understand why that's so fluffy. And what you're kind of hinting at here is, I don't even know when the change has happened. It's probably a year and a half ago, there was introduced to Facebook, basically, Facebook got sued. And someone said the fact that for a housing ad, you're showing it to this person who's older, but not this person who's younger, or this person who's a male, but not the female, or the person is a good one. But as it go to all that kind of stuff. They said That's discrimination. And I think anybody listening this podcast knows that that's the joke. But that's not to be PC nowadays.And in Facebook has to play by the rules, because they've gotten in a lot of trouble not doing that before. So if anybody knows to take this stuff seriously, they do. So we have these restrictions, and a lot of people basically mark that time is the time that Facebook ads stopped working for real estate investors, because you no longer can target your target person.Here's the thing about what we do. The strategies that we use retargeting on Facebook, we used before that change, and after that change, it didn't affect anything that we were doing. We did all kinds of hyper targeting based on all these different factors on Facebook, if I can matter is the strategies that we used today, even back then worked better than the strategies that most people were using at that time. And when that change happened, it didn't affect us one bit because we weren't doing that stuff. And it might sound a little bit crazy, because I guess I'll just say it. Our number one audience that we target on Facebook ads, from a performance standpoint is a 100% broad audience restricted only by the boundaries of where you want to get leads.The the caveat to that is we don't do targeting through targeting, we do targeting through optimization. So the way that Facebook works Facebook's a very intelligent platform with some very advanced machine learning built into it. The way that it would work business, say, you know, we equate marketing campaigns to phishing. And you say that, like you're doing a direct mail campaign and to the entire ocean, what would happen is you would make a cast somewhere, you know, drive the boat down 10 feet, make another cast do that for the entire ocean, that's what a direct mail campaign a direct mail campaign to the ocean would be, when you might choose to, you know, target the areas with reliefs because you know, that there's more fish there and whatnot. Right? The The difference is, and this scenario, Facebook doesn't just cast and then go 10 feet and cast again, Facebook kind of looks at the lay of the land that uses data that you feed it to kind of determine where do we think these fish would kind of hang out. If you're smart with your Facebook ads, you can kind of put the kind of bait out there that only the right kind of fish would actually bite. And that will attract the right kind of fish. And Facebook starts to learn they when I cast neoreef, I tend to get more bites than when I cast other places. And it starts to double down. So what happens is you target the ocean, but you only fish the leaf. And that's exactly how it works on Facebook ads. So but to do that, you need to know how to put the right bait out there. And you need to make sure that you're giving quality feedback on what actually is a fish to Facebook. That's where 90% of people get it wrong. So you're saying like on on the actual targeting, you're just targeting anyone and everyone, but it's the copy and the imagery that you're using Facebook's going out there and finding them for you.Yes, it's about the it's about the copy of the imagery. It's also about the ad experience after that point.And it's about the feedback that you give to the Facebook pixel to Facebook, telling it that you had a good lead. So to give you some examples of where people go wrong with this,one scenario would be just telling Facebook that you want to get a lot of people that you reach with your ads, you know, you're gonna get, you're gonna take a lot of casts in a place that nobody wants to take a cast in the middle of the ocean with Iran bait. one's ever gonna bite that. But basically, you're going to look in Facebook, and you're like, Wow, 200,000 people. That's awesome, right? Right. But they'll give you what you asked for, you could do the same thing with link clicks, you will be amazed at how many clicks you get to your website, and how few of them actually turn into any type of revenue for you. You can even do with leads, a lot of people are using Lead forms and Facebook. And what happens is you have this form that when someone clicks on your ad, it just pops up, it auto fills with the information and click submit, it's extremely easy to do. So it's a low friction process. And it degrades your lead quality and tends to get you the wrong kinds of leads. And then you're still giving a feedback signal back to Facebook, that's not quality. The way that we like to do it is through a dedicated landing page on a website that qualifies the lead appropriately. And only when that happens, do we actually give the feedback to Facebook that it was a lead? So then we're using quality information to do that. And then it's also about the ad, like I see all kinds of people because because here's what marketers do. Marketers put out there and ads, things like get the most leads where a B testing things all the time, right? You know what happens if you do that in this in this industry, you're going to end up with everything that's flashy, and aggressive, and tends to say things like will pay more than other investors and stuff like that. And what you end up doing is attracting the wrong kind of seller, because you're you're looking for a very specific kind of seller, that's not most sellers. If you havethat makes I want you I want to repeat that really quick. So that was a big nugget for you guys. He's saying like, if I'm if I'm like, hey, we'll buy it for less, or we'll get you more money, right, you're targeting the person that wants the highest and best, which isn't quite the best option for real estate investor trying to find a rehabber flip, right? Yeah. Or even if you make it like all about the offer, for example. And then you complain when you get these leads that are calling you and saying, Hey, will you give me for your house for my house? Like I don't want that? Would you advertise for you said, everything's about, you know, let's just take another hypothetical. So let's say we'll just use my market day I'm in San Diego, I want to target motivated seller leads. So I'm guessing the ad is somewhere I have a cash offer something along that lines like that right instant offer, or we'll get to that next but whatever the ad is, but I'm going to target I live in North County. So I'm going to target all the areas that I want to work in. And that's other than that, that's the only targeting I'm using.In reality, we use multiple forms of targeting. We're always testing at least three audiences at any given time. But the highest performer that we have, on average across markets is that broad audience and it really is and they find them because I've heard that quite a bit.I've heard that with a couple of the last few guests are like dude, just let Facebook do its thing, bro. But people have said that let them do its thing. How long does it take for them to do its thingIt's astonishingly quick, actually, I'm surprised, and this is athing is you have to monitor its thing.So to give you a little bit of a picture of machine learning, a lot of people assume that if you run the same campaign twice, that you're going to get the same result. It's not true. Because the way that the machine learning based targeting works is you could say you're using the same algorithm. But the thing is, the first data points given to the algorithm determine which way it's going to go. And from there, it's a whole different story. So just imagine, you know, your, your algorithms, just trying to walk a straight line, the way that machine learning works, if it starts to veer left, it's going to spiral left. If it starts to veer, right, it's going to spiral, right, the fact that it turns left or right at the beginning is completely random, you started out going straight, it could just be like the first people you reach just happened to be of a certain type. So what we see is like, I can get in ruts. So it tends to be it tends to be pretty effective out of the gate. But you have to understand the issues that you can run into, like we commonly run into issues where suddenly, despite the ads being incredibly clear, the landing page be incredibly clear, we start getting a bunch of buyer leads and renter leads and stuff like that it happens. And we've had clients get to this point, we get like 80% of your leads are like buyers and renters. And you look at the ads, like I have no idea why some of the things that are looking at this, but it's the algorithm found that kind of person that misunderstands it and that way, and it started getting that feedback, and then it starts spiraling that direction. And what we do is we pick it up, put it right back in the middle, and we get it going straight again and hope for the best that time. And stuff like that happens all the time. So you have to do that.Would you have to switch up your ad copy in that? No, you literally would say my ad cuz I've seen that on so my answer guys, I'll target some of you guys. And I'll be like, Hey, I'm running this ad and I run the same ad. But I'll get two totally different results.You can do it because the algorithm learns differently each time. So that's where a lot of people would say like, I'm not 100% on the side of like, let Facebook completely do its thing always. Because if your feedback, signal breaks, then suddenly your Facebook ad campaigns broken. Right? If it doesn't get what you're looking for, that's the problem you have with lead generation, if you're an E commerce company, they don't have to deal with these issues. Because a purchase is a purchase, Who cares who that is. But not all leads are created equal. So you have to you have to be really careful about that. But so it's about understanding those things. And like what's just basically quality being what it is and what's you know, an actual problem that shows the algorithms and misunderstanding something. And as long as you do that letting Facebook do its thing is really powerful, you just have to understand that the feedback you're giving, it isn't like closing deals oftenmonitor it, you give it a week to start. You can we like our standard processes, we meet with our clients once a month. And we kind of review all those things and determine if we need to change course, there's other little things like you know, tweaking how much money is going to each audience in the creative and stuff like that, that just happens like throughout the time period. As a business owner, I think you need to be in it once a month. And burn from lead quality standpoint, it purely depends on your budget, but most of our clients don't have a large enough budget that they really even have a big enough sample size to measure lead quality on a weekly basis. Or else you're just going to end up making lots of like really emotional, non statistically significant, non data driven type decisions. So usually a month like gives you enough data, although we'll give our clients guidelines like if more than x number of X number of leads is of this category, let us know. And you know, we make an adjustment accordingly.What are your opinion on look alikes? Yay or Nay? Are they good? Yeah, mixed reviews on the show. Some people said they used to be good. Now they're not good.What is your opinion?They they have come down from their peak look alikes were amazing before iOS 14, they're not quite as effective since then. They're still good. In this particular industry, you can even use look alikes, technically, you have what's called a special ad audience, which is really the same thing. It just doesn't include, like you picture this model, this machine learning model has these 1000s of different features that it uses as predictors. And among those are just not age, gender, zip code, that kind of stuff, right? So I just remove those. They don't predict based on those. But the those audiences have been, I can tell you, it's a in the industry in general on Facebook, they're good. If we're talking just real estate, they've been hit or miss for us. We have some time to do well with it. On average, our broad audiences are performing better than our special ads audiences. But sometimes they work really well. If you're going to do one, I think it's great to do one that's on a previous lead list. Those are by far our most effective. So you take like for example going to your CRM, every hot lead you ever had upload that make a special as audience based on that. Those tend to be pretty effectiveand nice people. Sometimes people like to like copy and paste their strategies from other marketing channels.Like mail or cold call into digital, and try to make like those look alikes, or those custom audiences based on their cold call lists and stuff like that. That has been for the most part very unsuccessful for us. We've seen, we've seen a break here or there with like a special ads audience based on that list. Custom Audiences based on those lists have never in like 25 attempts ever produced anything. And that'sa custom audiences. You're just saying no?Pretty much. Yeah, Facebook needs room to do its thing. When you give it an audience you restrict back. Is that because of the special ads? Category? I don't think so. Because even before then we didn't have great success with it. It's, it's really about audience size, there isn't. Here, a lot of companies that are like maybe even your company, companies advertising nationally use that stuff a lot more, because you could use a 1% look alike. And that's going to be 2 million people. And that's good. But if you constructed that to just a small market, then you're just dealing with a really small audience sizes, and Facebook doesn't work well with a small audience size. It's like some big expense. And you'd like to see what the beginning of a campaign for coal but million, 2 million you want to see that II mean, that's great. Not every market makes that possible.Population 500,000 markets where it's literally impossible to have a million or 2 million. So really, like it's a factor of what you can do in your market. We definitely like to go live, like our clients that go wider, geographically, they get more leads for the money and that leads tend to be higher quality. Narrow can be okay. But it's uh, yeah, in general, I'd say. Like, for your average, like, wholesaler, I'd say if you have a buyer, if you're anywhere your buyers run your ads, because you want to get as wide as you can. You don't want to get a property under contract and not be able to do anything with it. But you want to go as wide as you can. If you're a flipper, like anywhere that you know, you can comfortably do your business well. Sometimes we have flippers that will be more narrow than our wholesalers are in targeting but in maybe they pay like a 30% higher cost per deal because of it. But they have all the operational efficiencies that more than make up for that because cost per deal is not the biggest problem you know.So you have to kind of consider it with your with your business but we do have clients doing Facebook ads successfully and markets as small as 200,000 population.We love to see more than half a millioninteresting.And then I imagine when you're you have retargeting ads you're hitting as well on these people. How many retargeting ads are you going deep and then how important is that so everybody understands?Yeah, retargeting I think is like far and away the best money you'll spend on Facebook ads. Facebook is the most robust retargeting platform that has ever been created. It's amazing. And basically that the concept if someone's not familiar with that, is if someone visits your website, you can basically flag them and then reach them later. So think of retargeting like follow up that you can do even if someone didn't fill out the form, because all the time you'll have people coming in through pay per click, and you pay $50 for this click to get someone to your website, and then they don't fill out the form. And then you can reach them for like a penny or two each time on Facebook to follow up with them. And it's like no brainer money spent. Where people go wrong with retargeting is assuming that it's going to change their business from a volume standpoint. It's a it's a really realistically for companies in real estate. It's a low volume play. You don't get tons of website traffic, or clients from retargeting get a handful of leads a month at PAX usually, it depends on your website traffic, because that's the thing. You can't just scale retargeting so you have to think of it like something that amplifies the rest of your marketing, not something where you see that you get a good return, you're going to 10 exit, because you have to text everything the next year retargetingbut it's all for free for dollar. It's great.There's so many golden nuggets in this show. If you guys are paying attention. There's just a ton I'm taking notes as we go. And we haven't gotten the PPC yet. So one more question cuz I know this is gonna ask me next video versus image on ad number one.When you say on ad number one, what do you mean on your cold audience ad? Or in Oh, God, like what are you seeing performing? But we get that question all the time. I my opinion, but I'd love to hear yours. Yeah, I have her. I apologize that this is going to be a more complex answer than you're probably looking for.The answer is both. And the reason is, there's people on Facebook ads that are more likely to respond to certain ads and others where a lot of people go wrong with Facebook ads and when it comes to like a B testingis misunderstanding the difference between predictive optimization versus an inferential form of testing which is more like statistics that everybody knows and learns about. So with Facebook ads the most powerfulway to do this kind of stuff isn't just I run ad a and I run ad B and I observed which one works better. It's to actually like when someone's going to be reached by an ad predict for that individual person, which ad is more likely to influence them. And you will find that by having images and videos, you'll get better results than by having images alone or videos. Although, that said, on average videos are performing better for us. I think they, they act, we've tracked to videos, an increase in lead quality and in the quantity because there's something amazing that especially if you're like us, where we've seen, like some brilliant results with this is if you can have like the person who's going to knock on someone's door later, be the same person who's in the video ad. Yeah, because a couple of things happened. Like you build that consistency, you build that trust that credibility, and you qualify, like a lot of people forget that you like qualify as part of your ads, if someone is just going to be because as tough as it is, that this is the case it is the case that when you see someone you generate your own bias about that person immediately. If you reach someone with the ad that sees your acquisitions person and thinks poorly of them because of how they look or they don't naturally trust them, whatever the case is, they're not going to fill out the form. Yeah, you can naturally attract the kind of people that you're going to have success with. So what happens in our business like the video doesn't create the lead you guys the video creates the humanizationand it gets people to like see you're like a living breathing being almost always comes our company and say, Hey, we want to get videos we want to generate leads. Like if you start with the mindset you're gonna generate leads off a video you already shot yourself in the foot. It's more like you need to generate attention with the videos that we're creating. And use it as a way to get people not to think you're such a frickin blood sucking investor a real estate agents with a bunch of commission breath, spitting out fire out of your mouth. That's what the average consumer feels about us. Like, especially if you're a distressed if you're breaking into bankruptcy or divorce or something, and you just get this guy wants to buy your house. Like let's be honest, the very first impression I have is this motherfucker wants to take advantage of my misfortune. Yeah, I haven't got there. Right andyeah, and when you get to know that person, you you start feeling less like that. Right? Like that's, that's what you feel. Yeah, the video helps that. Yeah, so there's a lot of value to video for sure. I think. I think brown belt I guess is the summary. I wouldn't just run with you and how many ads you have going. Last question. I got them all when you're running obviously you have your your wide ad so like when he's saying you cast in that guy's he's got ad number one. It's probably going to like couple million people or a large audience and the people who engage or visit site that's who he retargets list. So how many retargeting ads you have a retargeting funnel, so to say already just one ad is just like a one two punch. I think with retargeting variety and creative is important. Because when retargeting more so than any other place in the funnel, you're likely to get fatigue. Yep, because if you're doing retargeting, right, your frequency, which is the average number of times that each person sees the ad should be usually we're targeting something like three or four per month. Right? So with that, if you're showing the same ad over and over again, you kind of become a crazy advertiser, just assuming that you showed on that same ad for a 16th time This time, it's gonna make a difference. Yes, it's probably not. So I think I think retargeting having a good amount of variety is important. A lot of people will always think about it from the standpoint of like, I gotta change out my retargeting ads every two weeks or something. I don't think of it that way. I think of it as like, I need to have like 10 ads in there. You know, cycling through because more evergreen.One adds a ton. Yeah, and then what? What you do after that, like, I think videos are great and retargeting. I'd love to use testimonial videos, because you have to think like if someone came to my website, but they didn't fill out the form, but they came there with intent to sell their house, what would be the reason that they didn't fill out the form. The only reason would be that they don't believe that we're credible, they don't believe that they can trust us. Whatever the case is, so you just kind of have to like you know, feel those things out. And I think your videos targeted around those those things like testimonial videos, review videos, that kind of stuff can be excellent. Even if like someone already filled out the form right? Maybe that video could make your acquisitions appointment later do even better. That's part of the thing with retargeting like, it's hard to measure all the impact that it has. But our average client spends less than 50 bucks a month on it. So it's like it's a no brainer for what you get.You know that it's a bit it's producing something good. It's just not a huge volume driver. Got it? But I'm sure the quality though is there and silent about getting as many Alright dude, this was like great any I think you've frickin nailed Facebook. Let's go on to PPC. I noticed with PPC with Facebook but um alright, let's switch gears guys. So like basically let me put this in real estate layman terms. Facebook people aren't like checking out to see what the hell you ate for breakfast. But when we go to PPCWe're switching the game like people are searching you out.So one of the questions we get all the time is Hey, Mike, I'm going to SEO my website. And I'm always like, dude, do you even know what SEO means? There's a lot of work there. Like if you just SEO one blog post doesn't mean you're going to become the top of the search rankings for the rest of the world. Right and become the number one agent people are under that impression. SEO is a very long term gameof what pops up natural when people are searching, but PPC is what pops up paid. So can you walk us throughPPC? Yeah.Yeah, so really PPC, called PPC stands for pay per click. The reason is, you basically pay Google to be at the top when someone clicks, that's when they charge you. So it's, it's pretty simple in that sense. So the targeting on PPC is keywords. What are basically what are people searching? Yep. And then what you do is you write ads that are hopefully going to attract those people. And you create landing pages that are likely to turn those people once they click into leads. And that's the whole game of PPC, biggest mistakes I see people making with PPC, it's easy to just like sending PPC traffic to the homepage of your website or something. And you get a horrible conversion rate with it, I see so many people just sending traffic to their main page or website. And the problem with that is there's distractions, PPC is a really high cost, click and you want to contain it the best you can. So we like to use single action landing pages, where the only option is that someone fills out the form where they leave, and there's not really the there's not really a second option, you're going to convert, you're gonna be gone. And you get a better conversion rate doing that, you get more of those people to give you the information. And then the other thing about PPC where people go wrong, is bidding irrationally happens all the time. And this just happens in a whole bunch of ways. Because when they say pay per click, it's not like Google tells you what it costs for that click, what happens is you bid what you're willing to pay for that click, and you hopefully get clicks at that price. And there's a whole bunch of stuff that happens there. Because the price of anything is just determined based on the competition and what you're willing to pay. Those advertisers that are number one and PPC, they pay a lot more for each individual click, then the guy who's at the bottom of the page that steals a click occasionally doesn't get that much volume, but pays really low for that. So you have to understand there's like that, that diminishing return and everything. But we have clients telling us like I just want to be number one on it. Yeah, that's irrational, right? Because it has nothing to do with the value of those clicks. Sometimes the guy number one's losing money, he might do the most deals, but he's got a crazy high cost per deal. Sometimes not sometimes that's a good place to be. It depends on where the prices are. I kind of think could pay per click, almost like Wholesaling Houses. I could go into a market. And I could say I want to wholesale. And I could think well, what do I want to do, I want to make lots of money by selling the houses for top dollar. Therefore, I want to find the most expensive houses in my market that I think will sell for the most. And I'm just gonna pay really high for them. And that would be an absolutely horrible wholesale strategy. But that's exactly what people do with pay per click, they look at keywords, they think, what are those keywords that are the best keywords, and then I want to be at the top for those and a drag to the top and the price up. Realistically, what you should do in your wholesale is you don't look for houses that are high value, you look for houses that are undervalued. So it's not about what the price is, it's about what the price is compared to what it's worth. Where does the market believe? So what we do is we look in for each individual click, we're looking at what is that click worth? What do we think that's actually going to turn into in revenue. And we're bidding according to that. And sometimes the whole market is just way too high, you're gonna see a good keyword, you don't even show up, because everybody else is just paying ridiculous prices for it. They're all busy. And sometimes everybody else doesn't think it's that great. But our data shows that that's actually a really high quality click. But the whole deal is trying to like it's not about the best clicks. I don't mind paying $10 for clicks that are worth $100 Rather than paying $50 for clicks that are worth $120 What do seller leads? What are seller leads selling for right now.Right now on on pay per click our average across the whole United States is about $260 across all the markets we're in. It could tell you San Diego would not be that. Yeah.Probably, probably honestly, here's what I was. The person I want to mention this is because like people always like oh want to get a lead gen game lead gen game like you're gonna have to invest.And when people are like, like especially in the real estate industry, they don't realize $260 per lead.Well, when you're buying an opt in, you're not buying a leader buying someone who has requested a cash offeron their property, so you're buying almost an appointment or conversation. And yeah, if you guys you guys plan on spending some dough, like it's not going to be cheap, but lead generation number is as it there's a reason why Zappos and, and Bed Bath and Beyond like put so much money into marketing their past customers is because that drives more sales and acquiring new ones we talk about this every week on the show you guys. There's branding and there's there's marketing, there's advertising, they're not the same, but they sort of work together. We're talking about today's advertiser go right at that lead generation. And yes, it works. But you got to have guys like this or you got to have like the right, you got another eight ads, right copy and all that stuff before you dive into it. I've seen so many people lose a lot of money pressing like a boost button. Right? Yeah, I mean it and it just like, you don't want to do that, like Facebook from when I used to be really heavy into Facebook six years ago. And then I stopped it for about four years because I didn't have anything to really sell is building my business.And I didn't mean to build on so when I came back to it, it was night and day different dude. Night and day different. Six years. Yeah, that's that's about it. Yeah, and phases, totally reinvented itself. So like what worked back then doesn't work today. And vice versa. This stuff's always changing. You just have to know how to change with it. PPC, and when you guys log on to the backend of like Google ad platform, you know, everything you say in here, I'll verify because I could tell you that my YouTube ads and my PPC ads are more expensive, but they're way more quality. Like, I'll spend double or triple the amount of money on those platforms. But I get people they're like, Hey, Mike, what's up? Like we get, we'll get clients directly from it. And we do notice the intent based on our end, and we're not selling houses, we're selling video services, right. So um, anything else you want to add on PPC?No, really, is really just that negative copy magic. The simpler the better, like guarantee, like, walk me through some headlines that people try to get over create this stuff sometimes. And sometimes just the simplest thing is like the best, isn't it? Yeah, I guess I can tell you kind of where people go wrong. People assume that creative is better than clear. And creative is never better than clear. When you're searching for something on Google, you're scanning on the page, that thing that most closely matches what you're looking for. Yeah, you don't care if they have like a pond in their headline or something. And that can actually probably confuse you and deter you. Because you're going to give about two seconds of effort to each one of the ads, if that. So the key point there is it has to be stupid, clear how relevant what you're saying is to what the person searching for. We use that we do that a lot by putting like the exact phrase in the ad because even if you say the same thing with different words, it's harder for someone to make that connection. And then you want to do the same on your landing page. Because because you want people to feel like exactly what they find on your landing page is exactly what they searched. Other like little little tricks. We've done a lot of taking someone's precise location on on Google and displaying that to them in their ad. Because let's just say you search and like I live in Lehi in Utah, right, we're suburb sort of Salt Lake City. Most markets have a lot of that, right? You have salt lake city nearby the other areas. Let's just say I search right here. And I search for like how to sell a house fast.And one of the ad says how to sell your house fast in Utah. The other one says how to sell a house fast and in Salt Lake City. And then the next one says how to sell your house fast and Lehigh. Which one of those am I going to click all things equal? Probably the one talking about Lehigh, because that's really relevant to where I live. So that's that's another trick that we're using help help improve a lot from a copy standpoint is we will dynamically insert whatever town even if the town of 200 people, whatever town someone's in, we will insert that into the headline of the ad when someone searches from that precise location. Have you guys done any YouTube ads?YouTube? Yes, we have. However, for motivated sellers, it hasn't been our best channel lead cost has been closer to PPC lead quality closer to Facebook. So it has, it has not been our most successful channel. Maybe we just haven't cracked the code. My hypothesis is I don't think a lot of the demo target demographic is spending a lot of time on YouTube. And like the target ability, there's just as isn't working as well as like Facebook, which sort of has a similar way of doing it. But just I think targeting is a little bit better.And YouTube's a little bit tougher as a direct response platform just because the call to actions aren't quite as obvious. You probably like you think there are other companies you know about YouTube ads, you probably had a lot of awareness. Not quite as many that you've actually like, clicked through the YouTube ad to do business with. I think YouTube really shines is an awareness booking platform moreso than like a direct response lead gen platform. Nothing it doesn't work. It does work. It just in our experience has been more and more expensive. Yeah, yes. I concur.Without 100% And I'm not spending crazy amounts and I'm not like super duper marketer, digital wise, I'm just I could be all those things are saying our checkout 100% Um, let's get into SEO really quick and wrap it up.SEO What the hell does it mean Search Engine Optimization? Guys? There you go do it, how do you do it? You create a shitload of content. And you have to be creating content. And then you have to know how to keyword the content, then you need to know how to structure it. You need to know how to blog, you need to add meta tags, images, link backs, like there's a science to this. Can you walk us through that? Yeah, SEO is an interesting thing. And just to kind of like summarize what it means Search Engine Optimization. Google exists for the purpose of providing the most relevant results to someone when they search. And there are tons and tons and tons of websites, at least 10,000 that talk about selling a house for cash, or fast or we buy houses or whatever the case is? How do you convince Google that your website is more relevant for someone search than one of those other websites? That's basically the artists search engine optimization. So you need to think about what does Google want Google wants to put websites goes to the top that are the ones that provide relevant responses. And the ones that they think are, are actually like companies that they can trust. Because if people always have a bad experience with companies that they find on Google, they stopped looking on Google for companies. So it's all about being relevant and authoritative. being relevant is the content game that you just talked about. It's it's about like, like, for our clients doing SEO, we do lots of blogging. Blogging is really effective. And sometimes not even because people read the blogs. But because the blogs add strength to the other pages on the website, and those ones rank. That's a lot of what it is. There's a lot of technical stuff, like for example, if your website loads slow, Google's not going to rank it as easily as someone whose website loads quickly, because that's a better experience.It's, it's about making sure that you're technically there, you give Google a sitemap and how to crawl your website. It's an from an authority standpoint, it's kind of a popularity contest. It's about getting backlinks. And backlinks are basically links from other websites to your website. And not just a lot of them, but really good ones. Because a backlink if I have a website that Google considers to be very authoritative, and I decide to link to your website, the assumption is I'm doing that because I see something of value on our website. And I'm the popular guy that votes that this guy is worth looking at. And that tells Google that maybe it really is. Yeah, so isn't all that stuff. The reason why like like, Brandon wants to even probably appear on this podcast, he wants to link back from my site back to his site. The reason why I appear on another podcast is I want the link backs from their sites back to our so that you get that authority, but it is a long game to play. So it's just telling you guys for those your SEO, SEO SEO works, I hear it all the time. No, I'm just gonna SEO that fuck out of that page. Yo, bro, I'm just gonna go ahead and SEO the fuck out of my site. That doesn't mean anything. Like it's not it just doesn't work that way and realistic. Like, I've been blogging for frickin eight years, I actually had my real estate site up to 10,000 searches a month, organically back in the day, and Chicago.And even real estate marketing, I had to 10,000 Organic hits a month, why haven't blogged in a year and a half. So I haven't had time and my traffic slowed down a bit. Right? plummets, yeah, there's a game there. You gotta have consistency with it. And it just, most people don't have the assets or the resources to do it right as my point. Unless you're gonna pay a team to go out and do it for you. Like, if you're not a writer, you're not a content creator. It's all that stuff. There's just a lot to consider when you're doing it. I don't think it's anywhere anyone would start. I think it's a game you play over long term, if you're going to commit to it. Person, yes. For this topics and purpose. No, I agree. It's not usually a recommended starting place for a client unless, like, we would start out with an SEO strategy. If we're working with a client that really has that long term vision. And we have we have a bunch of companies like we're doing SEO, and I think 30 Something markets are now we do a lot of it, because it does produce like the thing is SEO over the long term produces the best ROI of any jazz we talked about. So it's amazing. But But what happens where people go wrong is they spend money on SEO for three months. And then they look back at it and they're like, Oh, the numbers don't lie. This doesn't give me a return on investment. And they give up. But they don't understand that the game of SEO is a really long term game and you have to be consistent with it. And you have to fund it well. So it's a it's a channel where like, I it's not cashflow friendly. But if you compare it to other long term investments, I would invest my money in SEO before buying a rental property hands down. Because SEO compared to the rental properties can perform way way better in the long term. I don't invest 50 grandAnd then to the downpayment on a rental property, and then expect that I'm going to have a 300% return next month. But people do that sweat after March. Yeah, yeah, exactly what equity. Yeah, I agree with everything that you said there. This has been awesome. We went a little bit over, but the content was so good. We just kept on going. So I want to respect your time, Brandon, we appreciate you coming up on the show. sharing all this insight ton of nuggets on there you guys go back and listen to this one more time. If you guys want more about SEO, content, research to the blog and podcast episodes, we've gotten Trevor, Trevor mock from Karen, they have an amazing SEO website platform, he's really sharp and all that we have a bunch of other individuals that you can reach out to if you want to learn more about SEO, or call Brandon here, because these guys do all that stuff, too. But dude, you are a freakin killer, amazing show. Why don't you go ahead and tell our listeners how they can reach you if they need. They can check you guys out further. Yeah, I appreciate it, Mike. So the best place to check us out would be Bateman collective comm slash our ELP. That's, that's a page and the reason I give you that page specifically is you can go right on there you can schedule a call with with me or someone on my team to talk aboutto talk about what this is for your market. The really cool thing that we have that no one else has is the largest database that exists in this industry about what generates results for motivated seller lead gen, and how that is different across different markets. So we can give you a lot of insight into what might be the best strategy for you.And also, I know there's some people listening here who have tried these channels before, and you haven't had success.Our offer for that is basically a free audit. Like we can jump right into your Google Ads account right into your facebook ads account, right into your your website for SEO purposes. And look at exactly what he did. Where people go wrong with this as they keep on just like throwing money at things and then throw money at something different and throw money at something different. And just hope it works. But they never understood why something didn't work in the first place. The first step to actually finding success, if you haven't had it yet, is figuring out where you went wrong. And we can help you figure that out. It's a free service that we provide. Brough I personally will take a look at your campaigns. So that's uh, yeah, that's something that we're willing to do and I'd love to help you out.Thank you, man. Appreciate it. Appreciate you guys. Listen to other episode of the real estate marketing podcast. You guys know where to find us connect with us on social Facebook IG connect on our YouTube channel, make sure you subscribe, and check out the rest of the content on our site. And if you're stuck trying to figure out what the hell you're going to do in 2022 and you want to build your personal brand, get your ass on video and call up a real estate marketing Dude, we will script edit and distribute your video content and we make the process really fucking simple. Don't overthink this stuff on content creation 80% of your business is going to come from the people you already know videos how you stay on top of them and nurture that audience it's very simple formula. So appreciate you guys have a great rest of the day and we'll see you guys next week. Peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing do.com We make branding 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.

Happy Thanksgiving everyone! First of all, there's a lot of things that we're thankful here for, but one of the things we are thankful for and what we're going to be chatting about on this episode, is how to be thankful for all the frickin referrals that you're receiving and how to be thankful for all of the different business that we attract versus chase. I'm telling you in 2022 is the year the personal brand and the reason why that is is because let's face it, you guys are all selling the exact same shit. Everyone's got access to the MLS, if you're a lender everyone has access to the same program, so what is really the difference between you and everybody else? Ultimately, the answer to that is going to rely on the relationship you have with the person you serve, or the brand that you have that attracts them to want to be served by you. Today we welcome Cole Slate onto the episode. As broker and owner of Slate Realty, he does everything 100% referral base. A lot of brokerage team leaders instantly shift into lead generation mode where they have to give their agents leads and do this and that, but what if you just taught your agents how to fish instead for referrals, and it didn't cost you anything out of pocket? How much more would that add to your bottom line if you're a broker owner, so if you're a broker owner, if you're a team lead, I think you're gonna appreciate this episode today.Three Things You’ll Learn in This EpisodeHow to make your business 100% referral basedWhat marketing yourself as hyper community meansMistakes to avoid when first starting out ResourcesLearn more about Cole SlateReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 and most importantly, refer. But remember, it is not their job to remember what you do for a living.It's your job to remind them. Let's get started What's up ladies and gentlemen, welcome to another episode of the real estate marketing dude podcast.It is Happy Thanksgiving. First of all, there's a lot of things that we're thankful here for. But one of the things we are thankful for our for our guests, and in the spirit of being thankful what we're going to be chatting about on this episode is how to be thankful for all the frickin referrals that you're receiving and how to be thankful for all of the different business that we attract versus Chase, because I'm telling you in 2022 is the year the personal brand, I've been saying the shift last five fucking years before Tom Ferry every set of damn thing about it. And the reason why that is is because let's face it, you guys are all selling the exact same shit. Everyone's got access to the MLS if your lender ever has access to the same program, so what is really the difference between you and everybody else? And ultimately, the answer to that is going to rely on the relationship you have with the person you serve, or the brand that you have that attracts them to want to be served by you. So what we're going to chat about today, I've been seeing this dude on Facebook, hosting events. He's always doing shit and I like indirectly know you from Facebook, and he just opened up. Another brokerage is growing rapidly, but he does everything 100% referral base, a lot of brokerages team leaders instantly shift into like the lead generation mode where they have to give their agents leads and do this and that. But what if you just taught your agents how to fish instead for referrals, and it didn't cost you anything out of pocket? How much more would that add to your bottom line if you're a broker owner, so if you're a broker owner, if you're a team lead, I think you're gonna appreciate this episode today. And without further ado, we're gonna introduce our friend Mr. Cole, slate to the show. What's up. Cool,Mike, thanks for having me. I really appreciate it. Big fan of the podcast and it's cool being on the zoom with you and hear your voice on the interview not coming through my truck speakersto tell tell us tell everybody who you are, where you're located. What you guys got going on down there. And then I got a bunch of questions for you in regards to how you're attracting all this business and attention in your local community.Yeah, absolutely. Like Mike said, my name is Cole slate, I'm from the Northeast Florida area, particularly St. Johns County. You know, your statistics and research nationally, it's one of the hottest markets in the country. Every stat that you look at has St John's in Northeast Florida and the top 10 And yeah, most liberal all referral base really a lot of people talk about you know, their, their hyperlocal Well, I market myself as being hyper community. So you know, building the brand, for doing stuff the right way. And you know, for the right reasons and you know, giving back to the neighborhood first responders to charities and things like that.I love that hyper community write that down, folks. Um, yeah, let's get right into it. So first off, when did you get licensed? And when do you start in real estate?So I got my license in September of 2012. I started I was blessed to be to earn a buyer's agent position all the top teams in the area, the Welch team with Keller Williams, and after being on that team for a year decided to try it on my own. And it's been a it's been a nine year blur, you know, ever sinceso one of the things that you like, glad you did, but you'd never do it again. Right? So like every every every career of a realtor would Did you ever buy leads, like in 2012 when you join a team, you're probably you know, getting fed a little bit maybe through open houses and or whatnot. But when you went off on your own, have you always been more referral based? Did you ever go down the Zillow lead buying platform or any of those things?So you know, I did it I bought, I got into Zillow leads one time and it was because our zip code that I'm actually from born and raised no a opportunity opened up and it goes so quickly that I kind of viewed it as a calling shotgun and I'm like, let me go and it was like the smallest increment available I think was something like 10% share, you know, five or 10% share something like that. So I did just to say that, you know, I swooped in there, and the whole my spot is a premier agent. But you know, I was so busy I talk about horrible follow up you know, I never did it because I was busy with the the family friends of referrals, you know?Yep. And a lot of times people just buy leads just to say that they have something inbound, but very seldom do they even call them back. That's why Zillow went to referral model Why realtor.com went through referral model guys, you guys don't call back the lead you're given and you start hurting their brands. So they said, Fuck it, I'm gonna bring it in house and I'll convert them for these lazy sons of bitches. And then I'll give it to him and then I'll charge them triple the amount in the form of a referral fee because I'm selling them an appointment versus a frickin name and a number. Alright guys, so let's get I want to get into this how big the community first cuz I want to break I want to paint the picture how many people would you say are in your immediate area? If you were to give me a number on the population?Oh man. I think in our county alone, it's close to 300,000 people, you know, we're very suburbia, you know, there's no there's some country, suburbs, things like that. I heard um, you know, take it with a grain of salt. It was on a commercial, but I heard the Jacksonville area population, we're looking at around one and a half million.That's a big market,it's not gonna remember to that landmass wise, Jacksonville is the biggest city in the country. So that's 1.5 million over I think everyone by definition, like five counties.So does that mean like everything's filling in right now? Building and because a lot of land,there's land for a developer to step up. They're doing everything in their power to to do so.And let's get into this. You're running the brokerage? Are you still in production yourself?Right now? Those are refer out? My wife is my business partner. And we we procure business, but we refer to our agents good and compete, or do you wanna?So what I know you have some sort of system in office, you have to have something that your agents are implementing that are generate the referrals, probably something that stemmed off your own success?What are they doing? How are you doing this? Let's start at the agent level, let's take it to the brokerage level. Andthen how I'm sure you guys have like company sponsored events, agents ship enough of that, and all that stuff. It's a team effort. But let's start at the beginning. What are the agents doing? And what did you do to consistently generate those referrals? Because it's not like that's not a small population. If you're in a town of like, 20,000 people, then yeah, you might see John dick and Mary in the fucking grocery store every other weekend, and say hello to him. And that's how you're staying in touch with people. So there's like the local realtor, but when you're in a busy area like this, you have to do more than now you have to build a brand and you can't build a brand without consistently communicating or appearing for people. So what are the agents doing? What did you do in the past that built your brand to stay in front of people?Yeah, so the first thing that agents are really buying into is my style of farming, you know, you have your stereotypical farming from two decades ago, or it's a bunch of random mailers and everyone's sets, everyone's sending the same stuff. And you know, that, you know, more, let's call them season agents thing to that's sufficient, because they're seeing their their face and their contact information from the mailbox at the end of the driveway till they get to the trash cans, and garage. So we do mailers, for example, but we provide, we provide value, you know, my my neighborhood that I live in, for example, we send out two meal two meals per month, okay? One of them is statistics broken down, not just just sold or anything like that, we send out a average price point for the most for the three most recent sold for each 1000 square foot increments. So under 1999 square feet, the top three average was x 2000 to 2999 heated and cooled square foot, the average per foot was x and just keep going on. So people have some type of idea, you know, my neighborhood, for example, still being built right now but it's going to be approximately 5000 rooftops. So that's just an idea of you know, what's one area the next is, you know, like I said, I'm from the area so I have a lot of relationships with local businesses. So I'm teaming up with these businesses like let's talk about a coffee shop for example. Go to the coffee shop I said hey, you know, I'm I'm going to design mailers I'm going to pay for the distribution the mailing I'm gonna send them out would you be down for a save 10% off of $20 tab at a you know what you're paying for them? I mean, for a coffee shop that's nothing right that's that's a free introduction and I'm handling all the distribution so you know talk about a value add you know, everyone everyone in my neighborhood comes up to me on a weekly basis just thanking me for everything not only providing the you know, the valuation statistics for the property but as well as a coupon for a free cup of coffee you know, ifthere's one piece is one piece market driven then and then one piece is just more community Correct? Awesome. All right. So this is really good guys. Here's what I I don't know why I honestly cannot stand this about the industry is that every time we fucking communicate, we feel like we have to be selling something or getting something in return and you don't understand guys like for any of you that have faith like there's a constant like, it's very simple, you give and you get in return, right? There's a reason why people tie in, they set a certain certain things. And if you truly believe your use, what's the word he saw you see, or whatever it is, what you get, you'll get back in return. And you cannot like if you're just always selling, selling, and you're always like, just so just this or all of your content has to deal with how many listings you sold, your broker sold, instead of like caring about the damn community and actually being a servant of it. You don't ever obtain anything other than that you're just a salesperson chasing your next check in the eyes of most people. But when you start creating content, events, or anything that gives you the excuse to have a conversation with people, that's how you build a brand. I would bet that I could see why those two pieces would serve each other best. I guarantee you that people enjoy the information and the statistics, but the ones that they remember that are the personal ones. And then it Re and it sort of triggers them to be like, oh, yeah, by the way, I did get that one thing like your your sales should is better received because you're creating value.Well, it's everything compounding together like that what I was saying this day and age farming is so much different than it was two decades ago, you know, so you have those mailers. And on top of that, you know, one examples we had, with all the COVID crap going on everything we had a vendor fair but suited to all being at the neighborhood beauty center, it was a tour of people's driveways on them. I'm not gonna sell a house out of my driveway. So what did I do, I threw a big old block party, I got a food truck, the time I got out houses, got a video game truck to come down a guy playing live music, you know, that's what people are gonna remember. Now, as a part of, you know, what's going on, I got more people reached out to me than the freakin president of the HOA, yet all having to do with, you know, coming in all these different ways in regards to farming the you know, the community.And I like how you're outsourcing the cost to so like, you're not just I'm sure these businesses are giving you a couple bucks, and that's paying for the distribution. You're just the guy started organizing it, but it's your brand your face all over it. So what is your out of pocket on the mailers? And how many advertisers? Are you getting to actually cover the nut?Yeah, I mean, it's, it's not much I want to say it's something like 50 cents apiece, or something like that. And we're like I said, you know, we're going out of 1500 houses, you know, so we don't we don't put actual sponsors on the mailers. But what these businesses do in regards to cross promotion, as I said, it's all about scratching the back, right? So where it might be 750 bucks coming out of my pocket for this month, you know, these pencils, drawings, and these coffee shops and everything, you know, they they give back so much to my business. You know, for example, you know, the grand opening that we had on on Thursday, we had, I think seven different restaurants involved and I didn't spend a penny they're all giving back to me for helping them promote their business and really, you know, give back to the community in them by providing, you know, sushi boats and case studies and a cornbread bar and you know, stuff like that. And it's all like he said earlier, it's all about the giving back and the back scratching, and you know, things like that.Let's even pencil this out, though. So it's just this as far as direct mail pieces and you're sending to a month you're seeing your out of pocket costs is about $700 a month on that. Yeah. Alright, so this comes out to be at $400 a year. Okay, so just as just one channel, you guys, that's why you guys ever, what's your ROI? What's your ROI? All right, let's go fucking talk about the ROI Right Now. All right, $8,400, what's your average sales price in your market? 400. Okay, so he needs to sell three quarters of a house to break even over the course of the year, three quarters of a house, this is a full house three because it was a full house $400,000 would be $10,000 commission. So you need a quarter of a house you need 84% of a house is what he needs to sell two and a percent to break even. Okay, so, but here's the thing that everyone's gonna say. How can you trace back that ROI? Oh, my God, there's not a direct thing when you're building a brand, you never will. That's the power of a brand. Because I bet I guarantee he gets people that just call him from wherever. And it's the result of a combination of all the multiple forms of communication over time. That individual single one guys look atyou look at what the mailers doing to not only am I providing the value to my neighborhood of 5000 houses, but the business that I'm promoting. Yeah. Do you think they're the for Who do you think the first firm is that they're going to call when they have a new employee moving in or someone leaving or you know, whatever the case may be. So it's about scratching as many bags as possible and creating an excuse to appreciate and promote everyone else.When people ask us all the time when we do a obviously you guys don't know yet we script and distribute videos, people and people do a lot of different strategy but a lot of times people would say, Oh, why am I gonna do a business owner strategy? Well, it's a different your YouTube channel will never blow up doing business owner interviews, I'm sorry, no one's gonna go to your YouTube channel, like, this guy's the best business owner views ever, and you're just gonna become the next YouTube celebrity, doesn't mean it's a bad business video to create. So it's just a different strategy. And why I love that strategies, because when you start scratching the back of business owners, those are the largest referral sources you're ever going to come across. Because they all share a mindset, which is very entrepreneurial, you're more likely to get a referral from a business owner that a fucking liberal, put it that way. Alright, that's just the way it is. Sorry, but that's true business owners have a mentality mindset where they know how hard it is, and they will scratch your back. And that's what happens. Business owners always give more referrals than non business owners. I don't know why that is. I think it's just the way they're all wired. They're wired to serve, they're wired to give them their natural referral numbers. So when you create a community of these business owners, you're creating a community of referral sources. And every person's referral source, no one's a client. And it's a mindset thing, like everyone has the ability to refer you. Right, everyone lives somewhere. And everyone knows someone who's moving at least two or three years if you track but a certain percentage of those people and those business owners are going to be moving this year to and they don't even know it yet. Some of them are gonna get pregnant, some of them are gonna get divorced. But there's a move that's going to happen. And when you're thought of first 80% of people closing the first one they meet with, that's why attention matters. I love the mailers what else you're doing. You're not just doing mailers in the community, though.Oh, yeah, for sure.Let's go on to channel number two, because that's just one chat on your you're crushing it. I love it.Yeah, it's doing the events in the neighborhood. You know, every time there's a vendor fair or garage sale or all the above, find a way to get involved, you know, in my neighborhood and being sticklers about, who was able to be involved with the vendor fair that they had two weeks ago. So one of our raving fans that lives in the neighborhood is a she does she owns a little in house bakery that she you know, she takes out of her home does baked goods, cookies, cupcakes and things like that? Well, when I told her what happened that they wouldn't let you know, realtors insurance people, they wouldn't let services like that evolve, she goes cold. Why don't you just throw me a couple of bucks. And I'll put your logos on half of my on all these cookies that I make? And I'll just give out your business card and cookies for free to everyone there. Yeah, that's awesome. So you know, things like that. But you know,how many events are you guys do an A in? Are you at an all your agents are inviting their friends, their families and all that, right? So you're duplicating your efforts? Like youdo probably eight to eight to 10 events a year? No, that's not necessarily just in my neighborhood. Right? That's cute. That's period. You know, we do a crossing guard appreciation, Teacher Appreciation, first responder appreciation. We do. We used to call it a customer appreciation party. But I took the customer out of it and just left it appreciation because I'm wanting to throw, you know, a one big appreciation picnic and water to happy hours for not only the people who have close business with us, but who is referred to as our top preferred partners when it comes to you know, mortgages inspectors, you know, who's who's creating excuses to appreciate them. Everyone else in our industry just expects to take them while I'm going to send you a home inspection. Where's my lead? You know, we need to appreciate them to the site agents that's in the building industry. 30% of our buyers are new construction. Not a lot of people can say that. So who's appreciate who's appreciating appreciating the site agents? You know, it's finding excuse to appreciate all the people, especially those who aren't always appreciated.Yeah. And so I always get like, how does one of my top blog posts honestly, on my website is client appreciation events. And it's about a couple of different agents doing different things in their markets. And people in agents too, would always say, Hey, dude, I don't want to do an event that's going to cost me like $2,000. So I want everyone to change their mindset. If you were to buy in, if I said I'm going to give you 100 leads a month, most agents eyes would light up, we agree that 100 leads a month, but let's just break down what you're buying a lead for. What you're really doing is you're just buying a conversation, and you're buying a conversation that happens to be about real estate, which is why the conversion rates only going to be one to 3% Some people are looky loos some people are actually serious. 80% of them already have an agent and trust me, and then that small bit that actually transacts always reserved. So that one to 3% I don't care how many autoresponders or how good your follow up is. If you converted 4% God bless you. But those guys and gals are really doing well. They have all kinds of technology hidden from every which way to do that the average person isn't going to have that advantage. But when you're having a client party, and you're running into like 400 people at a time or 150 people time, you're still having conversations now, ever. So what do you mean like? Well, let's just do statistical because none of this stuff is theory, this is mathematical science, all of the conversations you're having, regardless if you're buying them, or if you're doing them naturally 10 to 15% of those people are moving, and 100% of those people have a referral for you. So we would have a lot of these client parties, we didn't do eight a year. I love that we do two a year six months. And we would just have mega bashes is like when I was like a total party animal. And I was like literally running out nightclubs, because I didn't have a kitchen. So I got it cheap. I dropped like 15k on a frickin club event like DJs, like lights, ice sculptures and shit. People would be talking about these events, and we'd had 700 at once was our highest was 800 700 people. But they would roll in and it was just a party. Four years down the road, I was still getting business from these parties because no other real estate guy ever threw like a rave, I guess if you want to call it that, but whatever it was, it was cool at the time would have been my script now. My point is, is that when you get to those, it's the conversations you have you guys in this whole business is about conversations, I'm gonna always says this is really simple. You got to get appointments, close appointments, get appointments, close appointments, that is horrible advice, have conversations, close conversations, and then add them to your database and then stay in front of them forever, because that's what it's not a matter of if they're gonna move. It's a matter of whenfolks one of the things you said Man, I know like you and I share so much the same, you know, point of view and outlook and all that is, you know, going back to the Zillow of life or whether it's Zillow, whatever these online leads are that people were lucky to convert 3%. And how much on average, do you think per month, people are putting into leads like that? Do you have any type of idea? Lots. Alright,so let's see, let's even call it didn't say1500 bucks. Okay, talk about ROI, where's your ROI going to go further 1500 bucks a month towards these vs cold leads of people you've never met before. Or put that same 1500 bucks into your warm sphere, the people you haven't met before the people who have already closed or referrals, you know that that ROI is easy, or you should be spending your money?Well, people try to because they're chasing transactions instead of referrals. That's why there's a major difference if I'm chasing transactions, and I'm going back to that 10 to 15% game, but when I'm chasing referrals, everybody's referral source it might not be today, but it might be tomorrow or might be in three months. I don't care when the referrals come in. I know it's coming though.100% 100% And like so many people in our business don't have this you know, this big picture view you know, even if you're working with a buyer right now and they decided they want to chill out and wait a couple years. Look whether they're closing with me tomorrow, or they're closing with us three years from now. I have enough confidence and you know us and what we do and our relationships and things like that I'm not worried about when the closings happening. Yeah, what I mean it's it's keeping the relationship Yep.Three to five houses man that's what people buy over the course of their lifetime. It doesn't include any people they can refer you to so yeah, you got to play the long game with us. Let's take this to social What do you guys do in stand in front of people on social I see the events I love the in person I love the direct mail what's happening on the social side are you guys doing content guys creating content and create any media and video stuff are you guys running campaigns ads, any any of that?So I actually just in the past few weeks, got into paying for Facebook ads, I've never done it before. And what we are doing is you know my favorite my favorite button to clip whenever you're filling out your your audience is the targeting your your friends and friends of friends. Because with us being all word of mouth and having such an awesome reputation in the community. Chances are if your friends have followers of our business page you've heard of us so all we're doing is giving you that value to like our page or to click on our website or call our office. Right that makes the most sense over again that's a warm lead to me versus cold you know paying for lights or you know this these random introductions or whatever. We have an awesome social media following on Facebook. Our Facebook business page has a process Really 9300 likes. And again, same type of thing is my mindset, you know, we do a lot, you know, testimonial Tuesday new listings, open house, you know, the stereotypical stuff that you have to do. But the other half of our strategy is giving spotlights to the businesses that support our business, you know, go check out this restaurant, this is our top lender, give them a call, give them an opportunity. This is our top inspector. So if you go through our social media, I would say probably 1/3, to half of our content is, you know, throwing referrals and throwing spotlights and throw in appreciation to all the companies and businesses that we work with, not only within, but outside the industry as well.So you're telling me if you start selling every other people's stuff for them, they're start selling your stuff for you.That's for me, it's all about showing appreciation, whether it's the parties with social media content, whatever it is,I'm gonna title this podcast appreciation. Someone then in that name? Yeah, that's awesome. Do you guys have a Facebook group yet? of all your friends and family?Of course, we have these late real estate community. And how engaging is that? Oh, that's fantastic. You know, my whole mindset behind that was to not only be a resource for all of our past customers past refers everyone you know, we want to we have over 900 members of it, but we wanted to still give it a sense of exclusivity. Yep. But I also want to take a step further and say, hey, you know, y'all are 900 Something people that we have past business and relationships with? Well, what can we do for dollars to work together and cross promote and network and things like that?Great. Yeah, I love that. If you notice, like, there's a theme here and it's not about us I don't think cola said I want on the show here. He's always said you are them. us if it was I reference. And that's just a lot of this mindset, you guys that you if you if you really want to build your brand, you can't fake it. You have to actually be compassionate about your own community and compassionate about what you do and all this stuff like that. I think that's half the reason a lot of people are you know, have commission breath. And they're just looking for the, they're looking for the next transaction. But, you know, at the end of the day, what we're saying here guys, is that you'll end up with plenty of transactions if you just started serving and stop selling. serve your community and most of your business is going to come from people right in front of you. It's gonna come from your Facebook friends or Instagram followers and people will follow you on Tik Tok nowadays, it's not going to come from a bunch of strangers. So I'm gonna come from people you don't know you're going to burn out how many agents have you seen burnout just start chasing lead chasing business as a broker and MC trained some of them that didn't want to invest in themselves? How many of them have you seen just going out of business?On a there's so many because I mean all all that these agency and the especially with the market, right and particular market in the Northeast Florida Association of Realtors get approximately 11,000 realtors, okay. Think about that versus 3300 listings active on the MLS those are insane numbers. And all they see is you know the hot market social media and frickin HGTV and all this stuff and they think it's just something you just go get in and easy money easy paychecks you know, they don't understand that you don't treat it like a nine to five you don't put in you know, I laugh at 40 hours. You don't put in full time hours. You're not going to get full time.Yeah. Yeah. Do you even have listing presentation you just show up inside paperwork?So show us on paperwork? Yeah, you know, we have you know, over my time you know, I've created our presentation based off of just experiences right? And so I have stuff that I will take with me and when the you know you read you read the seller right? So if their mindset is very detail oriented Well hey, you know I brought this packet with you I'm happy to go over it with you word by word. If they just want to hang out have a drink and have a conversation show me what the house looks like they're just gonna lead the way hey, you know if you can't get to sleep tonight you need some light reading then read what's on this folder? Yeah, you know but at this point with you know, our reputation and community and things like that it is Hey Cole something came up we're getting to transfer come over to paperwork real quick. And I'll keep those done.Yeah, it's actually work man. Well, dude, this is awesome show. appreciate you sharing anything anything else you want to addon? I'm not necessarily I think you and I could go all day long. You know, such such a similar mindset and and all that. You know, one thing that we are doing actually happened today I have a really close relationship with the Sheriff of St. Johns County, the county I live in he came to our ribbon cutting and everything. One of his community community relations deputies reached out to me said hey, you know when you donate 500 bucks for families? I think it was for families that need a meal on Thursday. By the time I had the time to say yes, he had already got someone else to say yes. So I was like, You know what, I wonder what the deputies are doing on Thursday. You know, the ones that have to work instead of being with their families. So you know, we're putting together this is literally two or three hours ago I'm getting off with you and taking it down to the sheriff's office we're putting together 39 tumblers koozies a $20 Visa gift card for the deputies to go grab lunch and they can be with their families you know that all an investment is $780 It ended up being okay but when these 39 deputies get you know something something like this you know for for the holiday when it can be with their families and just like a surprise token of appreciation you know, all that stuff adds up and do you have now wellhere's what we're talking about guys that's mindset he could have easily said oh shit, fine. Could have hung up the phone. You could have stopped but then Cole here says no sports quarter got to find out another way to spend that $800 Because he didn't care about the costs he cared about the impact well done.My my buddy that's the community affairs liaison or whatever. I texted them I said man, you hit me up for 500 bucks. You spent 800That's great. That's good. People support others who care man and serve it's just you know it's just a wired Yeah, it's what we're wired and if you give you're gonna get and if you continue to do the right thing by people it'll eventually pay off for you you know that surely firm believer net? Why don't you go ahead and tell everybody where they can find you on social if they want to follow you anything if they want you got your website or any of that and then we'll get the strap?Yeah, absolutely. Again, my name is Cole slate. My personal Facebook account is called slate. Our Facebook business page is slate real estate. That username is slate real estate 904 Instagram called slate My email address is cold at Slate dot real estate and our firm's website is www dot slate dot real estate.Appreciate it man awesome show and appreciate you guys listen other episodes of real estate marketing dude podcasts anything we could help you with script that distribute this video if you liked this concept of attracting business versus chasing it give us a call. I can't stand chasing business and I know you can't either and we'd love to help you start attracting it and be just like coal out here can't build your heart and I can build the attention around your brand and make sure no one forgets about who the hell you are what you do by creating content keeping that in front of people all done for you so you can visit us a real estate marketing do.com real estate marketing comm check out some of our other products listing advocate calm and if you're a broker owner check out our software all in one transaction management at Sweet assist.com We appreciate you guys have a good one. Thanks for the follows reviews and connect with us on social media you guys next week. Peace Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule 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.

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 EpisodeBranding vs. USPHow to provide a personal experienceHow to compete with companies spending billions of dollars going into the marketplace to create alternatives to the buying and selling or lending processResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 startedwhat 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 yournetwork. 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 aboutyour 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 EpisodeWhy you should be running a business and not being a salesperson chasing a checkWhat the goldmine pipeline system isHow to grow your sales volumeResourcesSherri Johnson CoachingReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 startedWhat'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, sothank 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 wellthis 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 youhave 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 periodof 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'sfunny, 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 communicationyou'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. Soyeah, 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 EpisodeWhy it is important to get yourself on videoHow to get started on video and get yourself a real estate marketing dudeWhy most people shy away from video and how to get the f*ck over itResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 havingthe 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 moviehalf 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 amand 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 nexttime.

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 EpisodeThe difference between advertising and marketingHow to advertise and market your unique brand accordinglyWhere business comes from for real estate agents or lendersResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 EpisodeThe importance of finding your nicheHow to make videos pertaining to topics people will actually search forAmount of content to put out a monthResourcesCody's YouTube ChannelReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 thisYeah, 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 timeyeah 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 transactionYeah, 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 indentistry 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'tthat 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, postthem 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 thingcool cool cool any other tips that you taken anything else you want to shareand 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 yousay 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 conversionYeah, 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 doand 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 toYeah. 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 yeahyeah 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 itappreciate 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 EpisodeHow 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 likeA 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 dirtyResourcesThe Rocket OfferReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on InstagramTranscript: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 exactlyright. 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 haveso 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 Ilove 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 buysome 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 actuallytrue. 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 necessarilytrue. 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 EpisodeHow to stand out in the market in today's real estate industryThe importance of your brand, how to find it, and then use it to your advantageThe idea of programs and how they can help your businessResourcesReal Estate Marketing DudeThe Listing Advocate (Earn more listings!)REMD on YouTubeREMD on Instagram

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. Resources Learn more about Motivated Leads Real Estate Marketing Dude The Listing Advocate (Earn more listings!) REMD on YouTube REMD on Instagram

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. Resources Jam pack your schedule with motivated sellers HeselMedia.com Real Estate Marketing Dude The Listing Advocate (Earn more listings!) REMD on YouTube REMD on Instagram TRANSCRIPT: 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. Resources Real Estate Marketing Dude The Listing Advocate (Earn more listings!) REMD on YouTube REMD on Instagram TRANSCRIPT: 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. Resources Learn more about Sweet Assist Schedule a Sweet Assist demo Join Big Block Realty Big Block Realty joins the Inc. 500 list at #26 Real Estate Marketing Dude The Listing Advocate (Earn more listings!) REMD on YouTube REMD on Instagram

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. Resources REfresh your database with Likely.ai Likely.ai Identify COVID distressed properties with Likely.ai Real Estate Marketing Dude The Listing Advocate (Earn more listings!) REMD on YouTube REMD on Instagram

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

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. Resources Work with Sunil Sunil on TikTok Massive Action Equals Massive Results by Sunil Saxena Invest with Sunil Real Estate Marketing Dude The Listing Advocate (Earn more listings!) REMD on YouTube REMD on Instagram

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. Thi

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?

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 communi

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. Resources Listing Appointments Guaranteed How Listing Appointments Guaranteed Works The Call Gurus call center Real Estate Marketing Dude REMD on YouTube REMD on Instagram

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, i

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. Resources iCandy Realty Steve on YouTube The Renovation Agent - Tools to get started with fix and lists Find contractors in your area Steve on LinkedIn Real Estate Marketing Dude REMD on YouTube REMD on Instagram

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 agent

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 h

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. Resources The Listing Advocate Geopoint Data The Call Gurus The Home Buyer Team Real Estate Marketing Dude REMD on YouTube REMD on Instagram

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, making the buying/selling process more competitive than ever before. No longer can you as a listing agent only offer the classic 5-6% commission plan. In order to stay competitive, you need to be extremely customer-centric. One of the best ways to do this is through multiple offers. Not only does this give your client many options when selling their home, but this also gives you the ability to create a strong brand around the flexibility of your offerings. How can you start offering multiple options to sell? What are the benefits of multiple options? How can you embrace the interruption and use it to your advantage? Dustin DeFrates is a seasoned real estate investor that has found great success in the multiple offer space. 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. This is a must-watch episode if you’re looking for innovative ways to blow the competition out of the water. We’ll cover why presenting your seller with multiple offers is your unfair advantage, and how you can position a multiple offer scenario as a possibility to help the client. We’ll discuss how to find the right investor to partner with, what you should do when navigating objections, and how to stay top of mind with your marketing strategy. Undoubtedly this is going to be the future for sellers in real estate, and if you can put this strategy into practice early you are sure to reap the benefits as well. Tune into this week’s episode to learn about the art of multiple offers, and get ready to never sell a home the same way again. Three Things You’ll Learn in This Episode How you can provide multiple offers to your clients We’ll discuss what options you can give your potential sellers to provide solutions to their selling problems. Find out how to get to ‘yes’ faster by selling through solutions. Where to find motivated sellers and how to get in contact with them Motivated sellers are everywhere, you just need to be the right person to solve their problems. We’ll discuss where you can find motivated sellers in your area and the steps you can take to be the number one option when they are ready to sell their property. Staying top of mind to your clients Once you have carefully crafted your offers, you must find a way to make sure that you are the agent potential clients think of first. We’ll cover the top platforms to nurture your audience and provide actionable steps to get started on these platforms. Connect with Dustin Learn more about Dustin at DeFratesGroup.com and connect with him on LinkedIn to continue the conversation. Resources Geopoint Data The Call Gurus The Home Buyer Team Real Estate Marketing Dude REMD on YouTube REMD on Instagram

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 a

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. Resources Average Sucks by Michael Bernoff Join the Average Sucks 5 Day Challenge for FREE Michael on Instagram Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

To effectively use social media and video marketing to grow your brand you must use a different strategy than usual lead generation techniques. Dial in your strategy today as we break down the best st

To effectively use social media and video marketing to grow your brand you must use a different strategy than usual lead generation techniques. Dial in your strategy today as we break down the best steps you can use to take your brand to the next level. We’ll talk about all things social media and video content creation and what you can do to stay relevant and continue building your business. Coach, author, trainer, speaker and broker Krista Mashore developed a highly successful real estate career before turning her attention to sharing the secrets to her success through her writing, coaching, speaking and training. Krista has sold just around 2,000 homes in her career and has been ranked in the Top 1% of real estate agents in the entire nation. Krista’s innovative approach flies in the face of conventional wisdom about how real estate agents, other Professionals, and all Business Owners should promote and market themselves. This week on the podcast Krista joins me to teach about the importance of marketing your business by creating a brand for yourself through social media. She walks through the importance of making consistent content that will build a following while also building positive engagement. Tune in to learn more about the specific tips and tricks that Krista uses on her own social media accounts and how you can implement them to put social media on autopilot. Three Things You’ll Learn in This Episode Why social media is a necessity in the real estate business Many people don’t truly understand the potential of social media as a reliable marketing tool. We’ll highlight the importance of social media marketing and explain how using your social media presence can influence your real estate business. The importance of building a brand Simply building a brand around your business can be the foundation to a great business. We talk about ways to improve your banding and why it isn’t as hard as people make it out to be. Being authentic through content Content is a very important aspect of social media, however not all content is good in promoting and growing your brand. We’ll prove the importance of being authentic and ways to feel more relatable to more people. Connect with Krista Learn more about Krista at kristamashore.com and connect with her on Instagram to continue the conversation. Resources Krista's Digital Domination Bootcamp Browse Krista’s Books Listen to Fired Up Podcast by Krista Mashore Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

While maintaining a social media presence is something we often preach about on this show, one platform that is rarely brought up is LinkedIn. Some view it as a place to simply post your job updates,

While maintaining a social media presence is something we often preach about on this show, one platform that is rarely brought up is LinkedIn. Some view it as a place to simply post your job updates, but the truth is, it should be treated just like any other social platform you use today. Now before you dive in, know that there is a different strategy you should rely on for every platform, and LinkedIn is no different. Whether it’s your profile headline, about message, feature section, job area, or even posting best practices, there are a lot of components to LinkedIn that can help you connect with more people and take full advantage of the platform. Hone these strategies and you’ll realize the low-hanging fruit that LinkedIn is for any business and real estate professional. Donna Serdula has relied heavily on LinkedIn to grow her brand, and grow her business. She began her company Vision Board Media in 2009, and has since helped over 6,000 executives, entrepreneurs, and professionals optimize their LinkedIn profiles. While growing her business, she also authored a number of books and guides, most notably, LinkedIn Profile Optimization for Dummies. In addition she is the creator of LinkedIn-Makeover.com, a site that helps you start growing your LinkedIn profile immediately. It’s safe to say that Donna has the LinkedIn gameplan down, and now she hopes to evangelize and advocate for the importance of taking control of your Internet identity. This week on the podcast Donna joins me to teach you all about LinkedIn and the best way to take advantage of the platform to build another stream of business. She’ll walk you through optimizing your profile, navigating hashtag research, posting strategies, and how to build a following quickly. Tune in to learn more about possibly the most underutilized platform in real estate, and get actionable steps to reap the benefits. Three Things You’ll Learn in This Episode Why LinkedIn is significant and a reliable source of business Many people don’t truly understand the potential in LinkedIn as a reliable social network for growing your business. We’ll highlight the good, bad, and ugly about the platform and provide examples that show the possibilities for success. Optimizing your profile to get noticed Simply putting your job title and brokerage isn’t enough. You’ll have to utilize the many tools that LinkedIn provides you to help your profile reach more people. What type of content stands out on LinkedIn The last thing you want to do is learn a whole new way of sharing content. While LinkedIn is different from most, it’s not difficult to learn. We’ll give you posting techniques and strategies that will help you get the most out of the platform. Connect with Donna Serdula Want to Improve your LinkedIn? Visit Donna’s site at LinkedIn-Makeover.com or check out her Linkedin to continue the conversation. Resources Use Donna's LinkedIn Headline Generator LinkedIn Profile Optimization for Dummies Free resources to Get Started With LinkedIn Donna on Business Insider Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

The power is in the data. Whether you look at leads, past clients, or market indicators, you can surely find trends, notice patterns, and ultimately, improve the service you provide. But what about showing data? Yes, showing data. Tracking and reporting on consumer behavior when they are simply looking at homes to purchase. You may have not considered this to be as important towards your business, but with technology becoming more practical and reliable, it may be a good time to lean in to this information. How can you leverage showing data to improve the service you provide? Are large iBuyers a threat in this space? What data should you be tracking? Scott Fisher has been in the real estate technology services sector for over 30 years, and for the last 17 he has dedicated his time to building SentriLock, a competitive lockbox solution that gives agents choice in the market, and now he is working on providing that same high quality service in the new showing software that SentriLock is developing. Aside from his great success in business, Scott is also a reputable engineer. He holds 23 patents which have helped propel SentriLock to other markets and improve their overall product offering. This week on the podcast Scott joins me to chat about the business of showing data and why it can actually differentiate your business from the competition. We’ll talk about how Scott helps his customers at SentriLock grow their business through data, what data is important to keep track of, and also how to position yourself differently when talking to clients, again - through data. We’ll also discuss the difference between showing data from sellers to buyers, and why they are very different clients when it comes to positioning your showing data. If you’re looking to take your business to the next level, you won’t want to miss this episode where Scott shares his data analysis knowledge after 30+ years in the real estate technology space! Three Things You’ll Learn in This Episode ShowingTime was recently acquired by Zillow - What that means for you By now everyone has heard the news, but what does it really mean for your business and what are some ways you can actually benefit from this merger? We’ll discuss these answers and more. What local showing data can teach you and how to utilize it While you may not think so, showing data can be a great client acquisition and retention tool. We’ll discuss the benefits of utilizing the modern lockbox technology and how it will help you differentiate from the competition. What trends in today’s market can tell us about what’s coming The 2021 market is different than we’ve ever seen, and it seems quite unpredictable. However, while that’s mostly true, we can use data to predict what we could be seeing in the near future. We’ll talk about what data we’ve been looking at and what it’s telling us. Connect with Scott Check out the SentriLock website or check out his Linkedin to continue the conversation. Resources SentriLock Launches New Showing Service for REALTORS® - Street Insider Consumer smart locks vs. electronic lockboxes by Scott Fisher 2017 Best Places to Work winner: SentriLock Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

The power is in the data. Whether you look at leads, past clients, or market indicators, you can surely find trends, notice patterns, and ultimately, improve the service you provide. But what about sh

Nothing in reality exists without intention. Everything we wear, use, and rely on daily all started because some group of people had overwhelming intention to get that specific product or service available to you. We must realize the importance of intention and understand that nothing great will be achieved without overwhelming intention. Then there’s alignment, the process of synchronizing yourself and your actions with your intentions. Another crucially important part of fulfilling your intentions. However, it’s easy to set goals and say you intend to achieve them, but simply setting a goal may not be enough. Why is it that intention tends to produce much better results than goal setting? In what ways can we leverage our inner-intention to achieve some of the greatest things we strive for? Andrew Wallas is a businessman that has been at the forefront of many successful businesses - most of them with 100s of employees -throughout his time as an executive. However, this is not what he is known for and what he dedicates his time to nowadays. Since his business success, Andrew now dedicates much of his time to sharing knowledge from his past endeavors. This has been through speaking, workshops, training, and many other avenues, but Andrew has recently added author to his long resume, writing three books all centered around the mindset and thought process that he uses to achieve great success. Check out Intention, his most recent publication and the one we talk about in this episode. On this episode of the podcast, Andrew joins me to talk about intention, and the massive return you can have by having overwhelming intention to create your dreams and achieve your aspirations. We’ll talk about how Andrew used it to build 9-figure businesses, how you can use it in your daily life, and most importantly the effects it can have on your business, if done correctly. We’ll also discuss why aligning yourself with your intentions is important and how to go about doing that correctly. Andrew comes from a place of contribution in all of his work, and it shows when he speaks. Listen in to gain his insight that he’s used to grow many businesses, you won’t want to miss this conversation! Three Things You’ll Learn in This Episode Why internal intention is more effective than simply goal setting Internal intention is one of the most important things to achieving some of the most difficult feats in your career, no matter the industry. And it’s much more effective than goal setting, why is that? How to do things you’ve never done before, and still be successful Trying new things, like getting on video, can be scary and seem nearly impossible to get good at. But there are actually ways to overcome this fear and doubt and relate with people that you may have never expected. What it means to align yourself with your intentions Having your intentions clear is the first step to achieving your internal desires in business and life in general. But when it comes to aligning yourself with your intentions, many people do not truly follow through. We’ll talk about how to align yourself with your intentions and start to change your daily actions for the better. Connect with Andrew Check out his website at andrewwallas.org or check out his Linkedin to continue the conversation. Also make sure to check out his books to gain more of his insight. Resources Intention by Andrew Wallas Business Alchemy by Andrew Wallas Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

Nothing in reality exists without intention. Everything we wear, use, and rely on daily all started because some group of people had overwhelming intention to get that specific product or service avai

Many people overthink or simply don’t know what it takes to be successful in real estate. However at the end of the day, it is a people-first business. It’s extremely important to nurture relationship

Many people overthink or simply don’t know what it takes to be successful in real estate. However at the end of the day, it is a people-first business. It’s extremely important to nurture relationships and take care of both your partners, your team, and most importantly, your clients. Inconsiderate, shady tactics and short sighted thinking will surely set you up for a short stint in real estate, and one that is neither enjoyable nor profitable. So, why is it that so many real estate professionals look past the simplicity of the business? What can you do to master relationship building? And what will surely set yourself apart from the competition in such a competitive 2021 market? Carlos Reyes is a wildly successful real estate wholesaler turned investor and serial entrepreneur now with over 27 companies, all of which started because of his real estate ventures. He’s a first generation U.S. immigrant that decided to quit a 14 year corporate job in 2015 to pursue the dream of building his own real estate investment company. With the help of his partner Sal Shakir, his company has scaled quickly to be a real estate powerhouse consistently producing 6 figures every single month in multiple markets. Aside from being a businessman, Carlos is focused on helping others improve their mindset and strategies to build a successful real estate empire. Carlos helps other real estate professionals through coaching and educational events that discuss investing, wholesaling, marketing, and other business building tactics. In this week’s episode, Carlos joins me to chat about the most effective strategies for building a real estate business from the mindset for success, to the marketing strategies that will get you more listings. He walks us through how he manages his marketing spend, the team he built around him, and the top sources he uses to find homes before they’re on the market. In addition, Carlos explains the thought process behind these strategies and why you have to change your mindset to one of abundance to truly take advantage of the opportunities in front of you. Carlos has captivated audiences, built millions in wealth, and now wants to share his findings with other professionals who want to achieve similar success.  You won’t want to miss this conversation and all of the great learning points that come out of it! Three Things You’ll Learn in This Episode The steps to providing an exceptional customer experience in real estate Business is not a sprint, it’s a marathon. To win this race you need to put people over profits and deliver an exceptional customer experience. We’ll talk about why it’s so important for your business to serve your customers instead of sell to them. Where to find property owners who are waiting for someone to help them sell their property So you understand what you need to do when you get a client, but where do you find these clients who are looking for someone to help them? We’ll talk about the top sources you can use to find new clients that you’ll want to work with. What we can expect for the 2021 real estate market and how to prepare Everyone knows there’s a crazy market we’re seeing in 2021. But what is to come for the following months? We discuss and speculate on what we may see in the near future, and how you can get ready no matter what happens. Connect with Carlos Check out his website at officialcarlosreyes.com, or follow Carlos on Instagram where you can message him to continue the conversation. Also make sure to check out his new YouTube channel where he creates valuable content centered around real estate. Resources Carlos's Podcast - All In Entrepreneurs Podcast All In Momentum Mastermind Event Best Real Estate Investing Book by Carlos Reyes All In Nation Carlos Reyes, Top Real Estate Mogul To Follow In Arizona - AZ Local Business The Go-Giver by Bob Burg and John David Mann Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

If you haven’t taken your business digital at this point, especially after the craziness of 2020, then it’s safe to say you are hurting your business more than helping it. However, digital marketing i

If you haven’t taken your business digital at this point, especially after the craziness of 2020, then it’s safe to say you are hurting your business more than helping it. However, digital marketing is a broad statement, and to do it right you’ll have to hone in on specific strategies and techniques that actually move the needle to where you want your business to be. You might be asking yourself, “Do I need to use social media? Do I need to be on Google? Should I actually be shooting videos about my life?” Yes, yes, and yes, but how you actually execute online is what clearly sets you apart from the competition. Geoff Zimpfer has been in real estate since 2003, through the ups and downs of the market in the last 2 decades, and if there’s one thing he’s taken away from the industry shift, it’s that digital initiatives, or the lack thereof, will make or break your business. Starting out as a mortgage originator in Orange County, CA, Geoff learned the ins and outs of the mortgage business. Fast forward to now, and he’s a national sales trainer and coach, helping other lenders, brokers and agents navigate the mind field of digital marketing. In 2020 he then compiled all this knowledge into a book, Disrupt or Die | How to Survive and Thrive the Digital Real Estate Shift. On this podcast, Geoff and I chat about the importance of having a digital presence, and why the personal side of marketing is more important than ever for anyone in real estate. He walks us through the top five ways to build rapport with a potential client before even meeting them, and how to determine which strategies will work best for your goals (you can’t choose them all!) Tune in this week to hear all about the strategies that are actually converting in 2021 and how you can use them to achieve highest and best results for your business. Three Things You’ll Learn in This Episode The importance of having multiple marketing streams The worst kind of marketing is one. Having only one stream of business is a huge vulnerability to your business. We’ll talk about why and how to diversify your streams of marketing. What marketing strategies actually work for YOU Not every strategy is one size fits all, and you must determine which is most effective, comfortable and convenient for your business. If you try to do everything you’ll spread yourself too thin, with only one strategy you’ll short yourself on opportunities. We’ll talk about how to determine which strategies to dive into, and how those can work for you. How to ‘own the search’ for your city I’m sure you’ve heard the term of ‘digital mayor’, but how do you actually do that? We’ll walk you through how to create authoritative content on YouTube, Google, and other platforms that will get you seen by anyone looking to learn more about real estate in your city. Connect with Geoff Learn more about Geoff by listening to his podcast at MortgageMarketingInstitute.com, or check out his LinkedIn where you can message him to continue the conversation. Resources Get Geoff’s Book - Disrupt or Die | How to Survive and Thrive the Digital Real Estate Shift Geoff’s Podcast - Mortgage Marketing Institute Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

There’s a new kid on the block as of late, have you heard of them? Well if not, you need to, and it’s the hybrid agent. The individual who has the ability to be both an agent and an investor at the same time, and they’re quickly becoming more of a threat to other traditional real estate agents in their area. They’re getting more leads, finding more business, and with that, closing more deals. But what’s changed? It’s not the marketing or the lead sources. It’s not the brokerage they’re with, or the team they work with. It’s simple, hybrid agents are fantastic problem solvers, that’s it. But how can you take advantage of this hybrid model for your business? What are the advantages, disadvantages, and things to keep in mind when becoming a hybrid agent? Trevor is the CEO of Carrot, one of the nation's fastest growing companies according to Inc Magazine, where they have helped the nations top real estate investors and agents pull in over 3 million online leads in just 5 years... closing thousands of deals... with their software and training. Trevor lives in Roseburg, Oregon with his wife and 3 kids, and is passionate about using business to fuel your passion and to amplify the impact you want to make in the world. Part of the impact he's passionate about making is helping entrepreneurs unleash that entrepreneurial dream of finally unlocking that FREEDOM, FLEXIBILITY, FINANCES, and IMPACT that you’ve dreamed of but haven't been able to fully make happen. In this week on the podcast, Trevor joins me to talk about the hybrid agent and the importance of it going forward, especially in a heavy seller’s market like we are seeing in spring of 2021. By giving multiple offers to your buyers, you’ll start to see much higher conversions, and people will actually trust you more than if you just were trying to list their house and get a commission. We’ll also touch on the Carrot.com website model and what they’ve done to help thousands of agents go from a boring website that doesn’t generate business, to what he calls, an authority site that is responsible for a lot of inbound, organic, and warm leads to start calling you! Listen in for Trevor’s great advice and get actionable steps on how to get more business, just by doing two simple things, but doing them really well and consistently. Three Things You’ll Learn in This Episode What are the advantages of becoming a hybrid agent? We’ll break down what hybrid agents are able to do that your typical real estate agent can’t. From being able to quickly find investment opportunities, to closing deals much faster, we’ll cover it all. How can you use the hybrid model to its highest potential So you’re ready to become a hybrid agent, but how do you actually use the abilities to their highest potential? There’s a few ways, and we’ll walk you through a few scenarios, roleplay situations, and other things that will help you become the best hybrid agent you can. Using your website to become an online authority in your area and what content you should have on it Many agents and investors create a website to check a box, and then complain because it doesn’t generate any business. That’s simply because the content on it isn’t made to convert. The only goal of a website is to get people to know, like, and trust you, so we’ll break it down into simple steps for you to create a killer website that actually gets you more business. Connect with Trevor Learn more about Trevor at his personal site TrevorMauch.com, or check out his Instagram where you can message him to continue the conversation. Resources Trevor's Software Company, Carrot Trevor’s Podcast, The CarrotCast for Real Estate The Hybrid Real Estate Model | The Rise Of The Real Estate Investor / Agent Trevor's YouTube Channel Billy Gene Is Marketing Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

There’s a new kid on the block as of late, have you heard of them? Well if not, you need to, and it’s the hybrid agent. The individual who has the ability to be both an agent and an investor at the sa

So you’re finally getting the phone to ring and people want to work with you… Now what? Well, that’s only half the battle, and now you have to convert them to not only trust you, but also allow you to help them with the biggest financial investment they’ll likely make. But are you really selling homes? Or are you actually selling the peace of mind when assisting them with the buying and/or selling process? By truly creating a strong connection and alignment with your potential clients, you’ll start to see a whole new level of conversion you never thought possible. Chadi Bazzi is a proven real estate coach that focuses on turning people he works with into top listing agents by teaching them the mindset to get to the next level, how to master closing the deal, and where to find a consistent stream of leads you actually want to work with. Chadi originally started as an agent in a small town in Michigan, but eventually upgraded to the large market of Orange County, California to further develop his career and skill set. After developing in the space and finding his true passion was helping people, Chadi now dedicates his time to developing agents into top producers, just like he was when practicing. By following his formula, he’s been able to help 100s of agents achieve more than they could have ever imagined. In this episode, Chadi joins me to talk about arguably the most important part of the real estate deal, closing and getting your client to actually sign on that dotted line. This is rarely talked about, and usually coaches focus on getting people to call you in the first place, but Chadi focuses on mastering this stage of the real estate process first, and we break down why this is so important. We talk about the mindset you’ll need, actionable steps you can take to improve your closing skills, and what this ultimately can do for your business. Three Things You’ll Learn in This Episode How to convert leads into clients and close the deal Getting a call is half the battle, closing the deal is the other half. In this episode we talk about how to master closing the deal, over and over again. Why phones are still vital to getting more listings now and into the future Many people underestimate the power of using a phone to prospect for more listings. We’ll give you the lists you should be attacking and what to do when you get people on the phone. How to get people to trust you and why it’s so essential to do early on in your career Many people overestimate what it takes to achieve great results in real estate, but really what it comes down to is getting people to trust you to help them with a large financial investment. We’ll walk you through exactly how to do that and give actionable advice to improving your relationship building skills. Connect with Chadi Learn more about Chadi at his site, ChadiBazzi.com, or check out his Facebook where you can message him to continue the conversation. Resources Get Access to Chadi's Training Chadi's Podcast - Top Listing Agent Show Chadi’s YouTube Channel Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

So you’re finally getting the phone to ring and people want to work with you… Now what? Well, that’s only half the battle, and now you have to convert them to not only trust you, but also allow you to

Believe it or not, your SOI is one of the biggest, and most untapped, group of people to get more business from. Continuously reminding them what you do not only markets for their direct business, but also the referrals, which happen to make up over 80% of closed real estate transactions. But this doesn’t mean you have to spam their inboxes, texts, and phones like other cold lead generation strategies, it simply means staying in front of them all the time, and one of my favorite ways to do that is with social media. Kyle Draper, better known as Coach Kyle, is a social media coach focused on helping realtors generate business from their direct sphere of influence through various social media marketing tactics. The unique part is, Kyle has a much different background than most in real estate. Originally he started in the roofing industry, and while he was growing his first roofing business, he realized the power social media had for attracting new clients. Eventually, he didn’t want to climb on roofs anymore and made a pivot into real estate website development, and it was then he found the industry he wanted to help grow. Now Kyle coaches and educates real estate agents, lenders, as well as other professionals how to leverage who they are, in front of who they know, to grow their business. This week on the podcast Kyle and I chat about the best ways to market your direct sphere, and the crazy opportunities that there are for growing your business. He walks you through the mindset you need to effectively market your database, the content and platforms used to stay relevant, and the scenarios he most often sees that generate business. Ready to get on top of your social media game? Listen in and you’ll get actionable tips to improve your skills and really dial in your strategy. Three Things You’ll Learn in This Episode Does your sphere of influence really generate business? Explore the many ways you can find opportunities just by consistently tapping into your SOI. What content truly generates business You may feel like you are obligated to talk about real estate to stay relevant, but it’s nearly the opposite. We’ll walk you through the top content we’ve seen deals close directly off of. Getting past the ‘awkward’ stage of content creation So you’re ready to get started, but now that block of awkwardness hits. Don’t worry it happens to everyone, but there’s ways to get over that hump and feel confident with what you’re creating. Connect with Kyle Learn more about Kyle at his site, KyleDraper.com, or check out his Facebook where you can message him to continue the conversation. Resources How Much Business Is Generated From Referrals? Steal Like An Artist By Austin Kleon Kyle's Podcast - The Social Media Mindset Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

Believe it or not, your SOI is one of the biggest, and most untapped, group of people to get more business from. Continuously reminding them what you do not only markets for their direct business, but

If you look at the last 5 to 10 people you worked with, odds are they are just like you, or pretty similar, and there’s a reason for that. You will always attract the people that you can relate with and repel the people who you most likely won’t. This is why authenticity is so important when it comes to growing your business in real estate. It’s a people’s business after all! Content creation is no different, so why is it that so many people struggle with being authentic when it comes to social media and content creation? Ronnie Sylvia is an ex-firefighter turned real estate agent out of Sacramento, California and he has relied heavily on content creation to reach a larger audience of potential clients and referrals. Leveraging his past experiences in rescuing others, he suitably named his show the ‘Rescue Ronnie Show’, to highlight all the people he rescues in the real estate world. By using his true personality in the content he creates, he is beginning to attract people that not only he can relate with, but he actually wants to work with. On this episode of the podcast, Ronnie joins me to chat about the ways you can get started on video and why it’s so important to be authentic in your delivery. He walks us through how he got his start, the content he creates, and the massive returns he is getting due to being consistent. If you’ve been on the edge about getting started and just need a bit of direction, listen in because we are going to simplify the process and give actionable steps that will actually grow your business. Three Things You’ll Learn in This Episode Why consistency is so important when it comes to content creation Find out why Ronnie has posted a video for the past 175 weeks, and what that did for his business and overall recognition How to get in front of people without constantly selling to them When starting on video, you may feel like all you should talk about is real estate, but it’s the exact opposite! We’ll give you some of the best content pieces you can create to attract attention and not be boring. How long it takes for video to become a relevant part of your business Video is not a lead generation technique that pops out phone numbers and addresses, but instead a long term strategy that doesn’t have a set time or ROI. But how long does it really take to gain traction? Connect with Ronnie Learn more about Ronnie at his site, RescueRonnie.com, or check out his Instagram where you can message him to continue the conversation. Resources Ronnie on Facebook Every Agent Wins Podcast The Rescue Ronnie Show Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

If you look at the last 5 to 10 people you worked with, odds are they are just like you, or pretty similar, and there’s a reason for that. You will always attract the people that you can relate with a

It’s almost spring time here in the real estate world, and you all know what that means for our calendars… But the market is still hot, and there’s no end in sight for the time being. Likely, there will be busy days, long nights, and lots of coffee needed due to the state of the market, so how can you possibly manage your time this year and still take advantage of the opportunities around us? I’m going solo for this week to talk about the importance of time management when building an attraction based business, and building a solid referral network you can rely on. Not only will you begin selling/buying more homes, making more money, but you’ll also take back so much of your time from prospecting. Listen in to see how you can make time management your biggest strength. Three Things You’ll Learn in This Episode How to manage your time while running an attraction based business In reality, you just need a good strategy to stay in touch with your clients and database, then the mindset to stick to it. The mindset of balancing family, life, work, and anything else you value 90% of the people who don’t commit to a content strategy don’t have the mindset to do so. When it comes to work, you should have growth at the forefront of your agenda and stick to the plan. How much time do you need to commit to content creation So you’re probably wondering,  “where do I even start?” Listen in and we’ll give you the actionable steps to get going, because it’s all about how you start and how you use your time. Connect with Me If you want to message me, shoot me a DM on Instagram, or check out our website at RealEstateMarketingDude.com where you can schedule a chat. Resources Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

It’s almost spring time here in the real estate world, and you all know what that means for our calendars… But the market is still hot, and there’s no end in sight for the time being. Likely, there wi

One of the biggest things I’ve learned being in real estate is that people never hire you just because you’re in real estate and have a license, they hire you because of how you do it and the impressi

One of the biggest things I’ve learned being in real estate is that people never hire you just because you’re in real estate and have a license, they hire you because of how you do it and the impression you leave on them. Mark Choey has embodied this idea throughout his years in real estate and now helps agents leave a great first impression on even the coldest leads. Mark Choey is the founder of HighNote.io, a software platform that helps agents stand out from the crowd by creating simple, on the go presentations for potential clients. Mark previously started as an agent in 2005, eventually becoming the #2 condo agent in the San Francisco area, which as you may know is a highly competitive market. He then went on to be a co-founder of Climb RE which was acquired in August 2016. Mark is now highly regarded and dedicated to helping agents improve their marketing, and ultimately their business. This week on the podcast, we chat about the ways you can use marketing to start standing out amongst your competitors, and use digital strategies that just weren’t as relevant a few years ago, and even before COVID changed the way the industry gets business. He walks us through some of the best practices he uses, and encourages others to use, to start closing more deals, attract more business, and give your clients the best possible experience while working with you. Three Things You’ll Learn in This Episode How can a brand propel your business? A personal brand is going to be the most important thing in real estate going forward, whether you like it or not. But why is it so important to have? We’ll give you the reasonings and steps to start being ‘the one’. The digital strategies can you use to stay top of mind with potential clients There are countless platforms that you can use to help with marketing, lead generation, and overall brand awareness. But which of them are most effective, always reliable, and not overpriced or time consuming. What actionable steps to start being the agent people want to work with So you’re probably wondering,  “where do I even start?” Listen in and we’ll give you the actionable steps to get going, because it’s all about how you start. Connect with Mark If you want to learn more about Mark’s business, HighNote, you can check out his company website, or connect with him on his personal website, MarkChoey.com Resources Who is Mark Choey? HighNote.io Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

We’ve all heard it before, the riches are in the niches, but Jeremy Knock went all in on this idea by building his business around a tool that a lot of people have never even heard of before, the reverse mortgage. If you’ve never heard of it you’ll want to listen in on this episode, because it might just be a tool you can learn from. Jeremy Knock is the founder of Golden Age Financial Solutions, a San Diego based mortgage broker who specializes in only one mortgage, the reverse mortgage. While he started out fulfilling anything from new home loans to refinances, he eventually found that the reverse mortgage was almost untapped, and went all in. Jeremy is now looking to spread the word about this program, and how you can leverage it to improve your business as it becomes more available. On this episode of the podcast, we talk all about the reverse mortgage tool and more importantly how you can use Jeremy’s strategy to find your own niche to take over. He walks us through exactly what a reverse mortgage is, how he built his business around it, but also a brand building technique that you can implement immediately. Three Things You’ll Learn in This Episode What is a reverse mortgage? A reverse mortgage is almost unheard of, and even if it is, there are many misconceptions around it that are simply untrue. The importance of a niche and how you can utilize it The riches are in the niches, and if you’re an agent, broker, lender, or investor there is a niche for you. You just have to find it, and capitalize on it. We’ll use Jeremy’s story to make it relatable and actionable. What a niche can do for your personal brand If you’re having trouble finding out what your brand is, maybe you’re being too broad in your offer. By doubling down on one thing you’re good at, and branding yourself around that, you’ll start to see just why it’s so important to be focused on your specialty. Connect with Jeremy If you want to learn more about reverse mortgages email Jeremy at jknock@goldenaf.com or check out his website at GoldenAF.com where you can schedule a chat. Resources Golden Age Financial Solutions The One Thing by Gary Keller What is a Reverse Mortgage? | cfpb Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

We’ve all heard it before, the riches are in the niches, but Jeremy Knock went all in on this idea by building his business around a tool that a lot of people have never even heard of before, the reve

I’m sure you’ve heard the news, Zillow is now becoming your direct competitor so it’s up to you to stand out, and you do that through a strong brand and attracting attention. By focusing on the custom

I’m sure you’ve heard the news, Zillow is now becoming your direct competitor so it’s up to you to stand out, and you do that through a strong brand and attracting attention. By focusing on the customer experience you’ll never be chasing business, but instead attracting the people you want to work with, no matter what corporation wants to compete. Today I’m going solo to talk about how to compete with iBuyers and online competition going forward. We’ll talk about why people actually hire you, the top strategies agents can adapt into their own business, and the 3 offers you should be giving to every client when you help sell their home. This topic fires me up and I want to show you exactly what action steps you can take to level up going forward, you won’t want to miss Three Things You’ll Learn in This Episode What ShowingTime is and how you can compete If you haven’t heard about Zillow now wanting to be your direct competition, I’ll tell you all about it and what you need to know going forward. Why giving options to your clients is essential and what you should be offering If your only offer to your clients is to post their listing and wait for a buyer, you will soon be passed up by iBuyers, renovators, and everything in between so I want to help teach you how to implement those offers into your business to stay competitive as more selling options continue to become available. What personal brand can do to keep you in business and grow even faster You can never be passed up by a corporation or large investor if you continue to have personal relationships, meaningful experiences, and genuinely happy customers. I’ll talk about how to give a customer experience that makes people want to spend more time and work with you, time and time again. Connect with Me If you want to message me, shoot me a DM on Instagram, or check out our website at RealEstateMarketingDude.com where you can schedule a chat. Resources Local Celebrity Video Challenge Zillow Acquires ShowingTime... | Realty Biz News Compass Concierge Service | inman Real Estate Marketing Dude REMD on YouTube Follow Us On TikTok

Real estate marketing is going through a shift in how people are earning business. It’s no longer who looks the best, pays the most for advertising, or calls the most phone numbers, it’s now all about who can stay top of mind to an audience and always be thought of as the ‘real estate guy or gal’. But how do you do that without constantly feeling salesy? Greg McDaniel is a luxury real estate agent in the Bay Area who is responsible for many multiple million dollar listings and has been the leader of his team, the McDaniel Callahan Team, for the past 15 years. In addition, he’s the co-host of popular real estate podcast, Real Estate Uncensored, where he talks about the latest prospecting, sales, and marketing tactics that the industry should know. Greg has seen great success in his real estate career and now looks to share his knowledge with everyone from brand new agents to high-performing experts in the space. I don’t think there’s been a better match for this podcast yet and it shows in this episode. Greg embodies authenticity and his teaching points show it. In this episode, we dive into why relatability will basically make or break your business going forward, and how to adapt to the changing marketing landscape. If you’ve been hesitant about going all in on social media marketing in 2021, this one's for you! Three Things You’ll Learn in This Episode How to be relatable when marketing your personal brand in real estate Relatability is the easiest way to attract the attention you’re looking for from your target audience. With social media being so prevalent, it’s easy to tell the difference between fake and real. Which one will you be? The importance of storytelling in your social outreach Everyone thinks that real estate is boring, but really it only is if you make it seem that way. By sharing your content through storytelling instead of just telling, you’ll start to see people flock to you and feel like they already know you before you even meet them. What content to post so you don’t feel ‘salesy’ in your social media strategy The hardest part about getting started, is just knowing what to post and how to make sure your content is genuine and real. It really is simple and we want to give you some of the resources you need to crush it in the social media space. Connect with Greg If you’re looking for some help with buying or selling in the bay area, check out Greg over at his real estate website, OR check out his podcast site to learn all about crushing the real estate game as an agent. Resources Real Estate Uncensored Podcast GhostPostr - Get ideas for what to post on Facebook Clubhouse audio app ZillowKiller Training Follow Us On TikTok The Local Celebrity Video Challenge Real Estate Marketing Dude REMD on YouTube

Real estate marketing is going through a shift in how people are earning business. It’s no longer who looks the best, pays the most for advertising, or calls the most phone numbers, it’s now all about

TikTok, you hear about it over and over, but should you be utilizing it in your marketing strategy going forward? Truth is, there’s no avoiding it, and from what we’ve seen, it’s here to stay so I’m going to help you take full advantage of the platform to use it as a reliable lead generation technique for your real estate business in 2021 and beyond. Alex Dunbar is a top residential real estate agent with Dunbar Real Estate Group in the Langley, British Columbia area, who also happens to have a strong TikTok presence. Throughout 2020, Alex began building out content on his TikTok page with really no idea just how much untapped potential was in the platform. After seeing a quick jump in viewership and engagement, he doubled down and now sits just above 43,000 followers. In addition to TikTok, Alex uses other social media platforms for his marketing and has found that to be one of the best ways to have a consistent presence with his audience. On this episode of the podcast, Alex brings his TikTok knowledge to talk about his successes and failures on this new social media platform. We dive into what content works best, how to have a consistent stream of video ideas, when to post, and a whole bunch of other TikTok best practices. Listen in to learn how to crush your TikTok journey and how to use it as a consistent stream of warm leads! Today’s Topics Why you should be using TikTok in your marketing strategy What virality is and how to go viral on the platform Using TikTok to reach your audience, without constantly selling to them What is the TikTok algorithm and how it works How consistent should you be posting on TikTok When are the best times to post on the platform and why TikTok doesn’t have to be a big production piece, how to edit your videos quickly Best practices on the platform for beginners or even seasoned pros The 4 types of content to create on TikTok Connect with Alex If you want to reach Alex for any further TikTok questions check out his website or email him at Alex@Dunbargroup.ca! Resources Alex on TikTok Alex on Instagram Follow Us On TikTok Broker Owner Challenge (February 9th - 11th) The Local Celebrity Video Challenge Real Estate Marketing Dude REMD on YouTube

TikTok, you hear about it over and over, but should you be utilizing it in your marketing strategy going forward? Truth is, there’s no avoiding it, and from what we’ve seen, it’s here to stay so I’m g

Authenticity and staying in touch with your database will always be the easiest way to grow your business in real estate, period. Now yes, cold lead generation can work, but the only way to assure your business is referable, likeable, and trustworthy is by always being authentic. By consistently looking to serve your potential clients, you’ll quickly see people coming back again and again. But, what's the best way to implement a content strategy into your business? And how can you even get started? Bob Friel is not only a close college friend, but also the president and founder of Friel-Good Mortgage, a Denver based mortgage lender. Bob understands the difference of serving versus selling, and built his business around this idea. This is how he was responsible for nearly 150 transactions in 2020, more than 90% of which were referral based! Further, Bob is also a video content creator, previously releasing the Ultimate Homebuyer Experience and creates weekly content on first time homebuyer education. For this week’s episode, Bob talks about his experiences being nearly completely referral based and how it rapidly grew his business in just a few years. We talk about why you won’t be able to rely on third party lead generation, and what you can do instead. Tune in to hear Bob’s proven branding strategy, how he used video to build his brand, and the ways you can implement his strategy too! Today’s Topics The best steps to grow your personal brand Why personal branding is a timing game, and the reason it won’t happen overnight How to avoid being ‘salesy’ and start serving your audience instead of selling Using video to reach your audience, without constantly selling to them Where to multipurpose your content and why it’s so important The truth about viral videos and if they matter Personal branding in 2021 and beyond The value of relationship building for real estate professionals How 3rd party lead generation sources will work in 2021 and beyond Connect with Bob If you want to reach Bob personally, reach out on his Facebook. Also, check out his personal mortgage lending website DenverBankerBob.com! Resources Bob’s Course, The Ultimate Homebuyer Experience Bob’s YouTube Channel The Mortgage Man Video Broker Owner Challenge (February 9th - 11th) The Local Celebrity Video Challenge FOLLOW US ON TIKTOK Real Estate Marketing Dude REMD on YouTube

Authenticity and staying in touch with your database will always be the easiest way to grow your business in real estate, period. Now yes, cold lead generation can work, but the only way to assure you

You might be asking yourself, should I be using Instagram for my real estate marketing? The answer is always yes, but knowing how to do it the right way is when you’ll start to see a return on the time investment that it takes to grow your page. Let’s face it, no one likes the old, expensive, and sleazy lead generation tactics that cost a lot of money and take up a ton of your time. Using social media is going to be one of the easiest ways to establish yourself as a digital mayor of your town and start attracting, instead of constantly chasing. Michelle Berman is the founder of Berman Media PD, and the creator of The Instagram Power Method, a proven course that will walk you through, step by step, on how to grow and maintain a valuable Instagram audience. Michelle has dedicated her last six years to teaching real estate professionals how to leverage Instagram as a lead generation force. Her knowledge is extensive in the space and because of that she’s been able to help many agents grow their business through her systems. On this episode, Michelle joins me to talk all about Instagram and the true importance of not only being on the platform, but always staying top of mind to your audience. She walks us through her personal strategy, and what she has her clients do when building out their Instagram presence. Listen in to see what Melissa thinks about what, when, how, and why to post on Instagram, plus learn the everlasting impact that Instagram brings! Today’s Topics Top growth strategies for Instagram that WORK in 2021 The difference between Facebook and Instagram Why it’s not too late, and why now is the perfect time to start Instagram When to post on Instagram and how to strategically plan content Using Instagram to get people to know, like and trust you The impact of Instagram Stories, and why you should be using them Instagram Highlights are your new website, let’s utilize them The four pillars of Instagram posting, and when to post content Content ideas for Instagram and inspiration on finding what to post Personal branding is EVERYTHING in 2021, and here’s why Connect with Michelle Learn more about Michelle and her strategies on her Instagram. Want to take on her training, The Instagram Power Method? Do that here! Resources Michelle on Instagram Berman Media PD Free 30 Day Social Media Content Calendar The Local Celebrity Video Challenge FOLLOW US ON TIKTOK Real Estate Marketing Dude REMD on YouTube

You might be asking yourself, should I be using Instagram for my real estate marketing? The answer is always yes, but knowing how to do it the right way is when you’ll start to see a return on the tim

Do YouTube views even matter? Does subscriber count matter? What if my video only gets 20 views? Good questions, but it’s not so cut and dry. Today, we dive deep and debunk the YouTube myths that are stopping you from winning your market with video. If you want to know what really matters when it comes to leveraging YouTube for your business, you’re gonna want to listen in on this one. YouTube is at a stage in its growth that anyone can dominate their market and gain business on the platform. Don’t be fooled, not all content is supposed to go YouTube, in fact most content isn’t best for YouTube. Don’t let it be a guessing game, understand best practices and let my past trials and tribulations guide you in taking advantage of this social opportunity. Listen in on this episode to learn the YouTube strategy we give to all of our clients, and the 3 step implementation plan to get started on video. This content is massively valuable, and I wouldn’t be surprised if it totally transitioned your business away from lead generation and into attracting referrals, the gift that keeps on giving! Don’t wait any longer, this window will close soon as more people get on the platform. Start today! Today’s Topics The truth about YouTube views, do they even matter? What content does best on YouTube The 3 step YouTube implementation strategy My YouTube experience as a realtor and what you can take away Why you can be an ‘expert’ in nearly any industry through video The impact video has on your personal brand YouTube is a search engine, you need to treat it like that YouTube videos are amazing for multi purposing Lead generation vs. attracting referrals, which one should you focus on? Connect with Me Want to schedule a strategy call with me? Do that here. You can also check out my website to learn more about video marketing and how it can take your brand to the next level. Resources FOLLOW US ON TIKTOK My Original Realtor YouTube Channel The Local Celebrity Video Challenge Real Estate Marketing Dude REMD on YouTube

Do YouTube views even matter? Does subscriber count matter? What if my video only gets 20 views? Good questions, but it’s not so cut and dry. Today, we dive deep and debunk the YouTube myths that are

Going into 2021, there’s no hiding that your brand is the most important part of your business. Your broker won’t get you more clients, your license alone most definitely won’t, but your brand will. S

Going into 2021, there’s no hiding that your brand is the most important part of your business. Your broker won’t get you more clients, your license alone most definitely won’t, but your brand will. So now’s the time to dial in and start taking it seriously because having great content about what you do, everywhere your ideal customer spends their time, is the gift that keeps on giving. I’m ridin’ solo for the first episode of this year to show you the importance of having a brand, and why you are almost going to need to be your own personal media company. Even though most people know the importance of content, the hardest thing is just getting started. But don’t second guess yourself everyone has a brand. You just have to find what YOUR brand is and odds are, it’s right in front of you. It’s time to step it up, and my challenge for you is to start this year off strong with content creation. It’s going to be hard, it’s going to be boring at times, and you probably won’t see results right away. But tune in to this episode, and gain some strategy and motivation to get you going on the right track! Today’s Topics Why you need a personal brand going into 2021 How to carve out your niche and find your true brand Best steps to capitalizing on video content this year How I created my brand, and what you can take away from my experience Why am I a dude? What does that even mean? The reasons it’s okay to repel people, just as much as you attract Exposing dying lead generation and why it’s quickly going away The psychology of why people are easily attracted to ‘celebrities’ they see on video Connect with Me Want to schedule a strategy call with me? Do that here. You can also check out my website to learn more about video marketing and how it can take your brand to the next level. Resources FOLLOW US ON TIKTOK Grant’s Company, Witly The Psychology Behind Celebrities The Local Celebrity Video Challenge Real Estate Marketing Dude REMD on YouTube

It's no question that 2020 was the craziest year we've seen in a while, and there's no telling what's going to happen in 2021, but one thing I do know is that online marketing isn't changing just yet. Personal brands are still the most impactful way to connect to an audience, and having consistent communication will surely keep you top of mind. Melissa Terzis embodies this. She's a real estate veteran based in DC, but where she really stands out is in her content. Melissa has been creating content for well over a decade and knows what it takes to captivate an audience, and keep doing it consistently. She has taken personal branding to the next level and is looking to share exactly what helped her do it. For the first episode of 2021, Melissa joins me to explain how she recognized her unique personality and turned it into a relatable personal brand, and ultimately a successful real estate business. Melissa highlights how content creation is evolving, and why authenticity has gotten her more long term business than any other lead generation strategy. Tune in to find out why real estate professionals need to become more like Melissa and how you can blow up your brand too! Today’s Topics How Melissa decided on her personal brand, and how she leverages it daily Why blogging helped Melissa create content and grow her database The purpose and importance of authenticity when creating content In 2021 and beyond, people can recognize real and fake, especially online What YouTubers are doing to build out their personal brand, and how real estate professionals can use their strategies too Why you'll attract people similar to you, and probably deter people that are different General 2021 inbound marketing tips and strategies Connect with Melissa Learn more about Melissa's journey and business at dcrealestatemama.com or email her at Melissa@MelissaTerzis.com. Resources Melissa's Website Melissa's Podcast (7 Dollar Listing) Melissa's YouTube Channel Melissa's First Blog MrBeast on YouTube Real Estate Marketing Dude REMD on YouTube

It's no question that 2020 was the craziest year we've seen in a while, and there's no telling what's going to happen in 2021, but one thing I do know is that online marketing isn't changing just yet.

It's no secret that people want to work with people that they know, like, and trust. And when someone finds a good product or service, they'll tell anyone and everyone they can about it. It's no diffe

It's no secret that people want to work with people that they know, like, and trust. And when someone finds a good product or service, they'll tell anyone and everyone they can about it. It's no different in real estate, and if anything it's more apparent. Referrals will make or break your business, and if you decide to stick with old sleazy marketing tactics, you'll quickly be forgotten. Jess Lenouval realized this early in her career, and during her 14+ years in real estate, she's built multiple 7-figure businesses, selling over $300 million of property in the last 5 years alone. Now, she uses her proven strategies to help other agents scale their business to 7-figures through The Listings Lab. On the last episode of 2020, Jess comes on and shares her reasoning for pushing all of her clients to dive deep into content creation, and how she's seen massive returns while doing so. While her strategy is slightly different from ours, the results are one and the same. If you want to learn the importance of content creation and why it's an absolute necessity, tune in to this episode to be prepared for 2021 and beyond!

So, you re ready to get on video in 2021. But you don t know where to start. How do you come up with a video strategy that fits your brand? On this episode of the Real Estate Marketing Dude, I m going solo to explain how to dial in your video marketing strategy and why there is no universal approach that [...]

So, you re ready to get on video in 2021. But you don t know where to start. How do you come up with a video strategy that fits your brand? On this episode of the Real Estate Marketing Dude, I m going

Only 9% of people find their real estate agent online. That leaves 91% who do business through a referral or someone they already know. So, let s say you want to sell 20 homes next year. You would either need 22 referrals from your database or a whopping 500 Zillow leads! Garrett Maroon started his real [...]

Only 9% of people find their real estate agent online. That leaves 91% who do business through a referral or someone they already know. So, let s say you want to sell 20 homes next year. You would eit

Contrary to popular belief, every seller is NOT looking for the highest and best price on their property. So, why do agents let real estate investors generate all of the motivated seller leads? What i

Contrary to popular belief, every seller is NOT looking for the highest and best price on their property. So, why do agents let real estate investors generate all of the motivated seller leads? What if we worked WITH investors to offer seller leads more than one option? And how does marketing to a motivated seller [...]

Real estate agents and mortgage brokers are perfectly positioned to capitalize on building cash-flowing assets. We re exposed to good multifamily deals on a regular basis. And yet, most of us don t ta

Real estate agents and mortgage brokers are perfectly positioned to capitalize on building cash-flowing assets. We re exposed to good multifamily deals on a regular basis. And yet, most of us don t take advantage of the opportunity to invest in those deals ourselves. Rod Khleif is a multifamily real estate investor, business consultant, and high-performance coach. [...]

Only 2% of people are willing to buy a product or service the first time they interact with it. The other 98% want to build a relationship before they spend the money. So, what s the easiest way for r

Only 2% of people are willing to buy a product or service the first time they interact with it. The other 98% want to build a relationship before they spend the money. So, what s the easiest way for real estate agents to retarget leads on Facebook, earning their trust and eventually their business? Grant Wise [...]

Given the choice between a service provider whose website or Facebook page is nothing more than an online business card versus one with engaging content, who would you choose? Lyndsay Phillips is the CEO and Captain of Smooth Sailing Business Growth and Real Estate Investors Marketing. An expert in content marketing, she helps entrepreneurs build [...]

Given the choice between a service provider whose website or Facebook page is nothing more than an online business card versus one with engaging content, who would you choose? Lyndsay Phillips is the

A lot of real estate professionals struggle to think of themselves as a brand. But it may not be as hard as you think. After all, there s only one of you! And if you share what makes you unique with the rest of the world on a regular basis (and occasionally remind them you re in [...]

A lot of real estate professionals struggle to think of themselves as a brand. But it may not be as hard as you think. After all, there s only one of you! And if you share what makes you unique with t

In case you hadn t noticed, the real estate industry is changing. And if you want to compete with companies like Zillow and Opendoor, it s time to stop seeing investors as the competition. In fact, wo

In case you hadn t noticed, the real estate industry is changing. And if you want to compete with companies like Zillow and Opendoor, it s time to stop seeing investors as the competition. In fact, working with investors (or becoming an investor yourself) is a great way to expand your offering and attract more business. Joe Bell is the real estate [...]

So you heard about search engine optimization at a conference or on a marketing podcast. And now, you want to push a button and attract clients to your real estate website with the magic of SEO. But the only way to get to the top of a Google search is through consistent (and strategic!) content [...]

So you heard about search engine optimization at a conference or on a marketing podcast. And now, you want to push a button and attract clients to your real estate website with the magic of SEO. But t

Yes, Facebook ads have gotten more frustrating for real estate agents since the advent of Special Ads Categories. But that doesn t mean that lead generation on Facebook is dead. It just means that you

Yes, Facebook ads have gotten more frustrating for real estate agents since the advent of Special Ads Categories. But that doesn t mean that lead generation on Facebook is dead. It just means that you have to work a little harder to find your audience and get them to convert. Shayne Hillier and Matt Cramer are [...]

What would happen if you stopped talking to your significant other? Obviously, your relationship would not last very long. And it s no different with your database. It doesn t take long for clients to forget you exist if you don t stay in touch. So, what s the secret to building a brand that people remember? On this [...]

What would happen if you stopped talking to your significant other? Obviously, your relationship would not last very long. And it s no different with your database. It doesn t take long for clients to

With Zillow s recent announcement that it s becoming a brokerage, a lot of agents are worried about how they re going to compete with the trillion-dollar gorilla. But here s the thing: Zillow will nev

With Zillow s recent announcement that it s becoming a brokerage, a lot of agents are worried about how they re going to compete with the trillion-dollar gorilla. But here s the thing: Zillow will never be able to have a beer with its clients or become a local community leader. It just can t build a personal connection with [...]

A few short years ago, Facebook advertising worked really well for real estate agents. We could target people who were likely to move and collect quite a few quality leads. And then the rules changed,

A few short years ago, Facebook advertising worked really well for real estate agents. We could target people who were likely to move and collect quite a few quality leads. And then the rules changed, making it much more difficult to get our ads in front of the right audience. So, if Facebook ads are [...]

Are you using some kind of online lead generation to connect with people you don t know? If so, you need to create content that helps those prospects get to know you and trust you with their business.

Are you using some kind of online lead generation to connect with people you don t know? If so, you need to create content that helps those prospects get to know you and trust you with their business. So, what web pages or videos do you need to convert leads into actual clients? On this episode of [...]

Imagine having one or two clients that generate as many as 30 transactions per year! Real estate agents who build relationships with investors sell more houses. A LOT more houses. And if those agents are smart, they become investors themselves. Dr. Axel Meierhoefer is the creator of Ideal Wealth Grower, an educational platform that helps [...]

Imagine having one or two clients that generate as many as 30 transactions per year! Real estate agents who build relationships with investors sell more houses. A LOT more houses. And if those agents

2020 has been a weird year. And for many of us, the uncertainty has triggered a lot of anxiety and a loss of confidence. So, how do we crush those limiting beliefs? What kind of internal work do we ne

2020 has been a weird year. And for many of us, the uncertainty has triggered a lot of anxiety and a loss of confidence. So, how do we crush those limiting beliefs? What kind of internal work do we need to do to set ambitious goals and take action to get what we want? Stacy [...]

Early on, voice assistants like Alexa and Siri were novelties. Early adopters used them to play music or answer trivia questions. But the technology has evolved to be much more interactive and conversational, and today, you can ask Alexa to have a pizza delivered or place an order on Amazon. So, how might real [...]

Early on, voice assistants like Alexa and Siri were novelties. Early adopters used them to play music or answer trivia questions. But the technology has evolved to be much more interactive and convers

If you re not on video, I can guarantee that somebody else in your market IS. So, what s holding you back? You don t know what to say or do? There is no shortage of content to create, and there is a v

If you re not on video, I can guarantee that somebody else in your market IS. So, what s holding you back? You don t know what to say or do? There is no shortage of content to create, and there is a video strategy for every real estate business. But what type of videos should YOU make? [...]

Are you focused on just selling the next house? Or do you want to build wealth over time? Yes, you can make more in the short term by chasing leads. But building a personal brand (and creating content

Are you focused on just selling the next house? Or do you want to build wealth over time? Yes, you can make more in the short term by chasing leads. But building a personal brand (and creating content around it) is a long-term play that will attract clients and grow your business exponentially over time. [...]

I needed to stay present in order for my future to be profitable. Do you want to be a salesperson? Or do you want to run a sustainable real estate business? If you chose the second option, it s time to stop thinking about individual transactions and start building a relationship with the person in front [...]

I needed to stay present in order for my future to be profitable. Do you want to be a salesperson? Or do you want to run a sustainable real estate business? If you chose the second option, it s time

Selling $30M in real estate is impressive, especially for a brand-new agent. But what s more impressive is that Spencer Hsu is thriving through the pandemic, replacing his Open House lead generation machine with a new strategy for connecting with clients. How did he do it? Spencer is an eXp solo agent out of the San [...]

Selling $30M in real estate is impressive, especially for a brand-new agent. But what s more impressive is that Spencer Hsu is thriving through the pandemic, replacing his Open House lead generation m

Content marketing has two functions: 1) It nurtures your existing database, and 2) It attracts new clients. But if you want to generate qualified leads online, your content can t be generic. It s got to stand out and reflect who YOU are. Randy Carroll serves as Strategic Partner and Channel Manager at Chime Technologies, a powerful [...]

Content marketing has two functions: 1) It nurtures your existing database, and 2) It attracts new clients. But if you want to generate qualified leads online, your content can t be generic. It s got

Have you heard of the 80/20 rule? The idea is that roughly 80% of results come from 20% of the action taken. To apply this idea to business, figure out what one or two activities you do that are most

Have you heard of the 80/20 rule? The idea is that roughly 80% of results come from 20% of the action taken. To apply this idea to business, figure out what one or two activities you do that are most profitable and do more of that. Instead of trying to do everything, be really good at [...]

How do you market your mortgage business on social media without talking much about the mortgage business? By showing up consistently and sharing your life with people. By being authentic. By being YO

How do you market your mortgage business on social media without talking much about the mortgage business? By showing up consistently and sharing your life with people. By being authentic. By being YOU. Jeff Pfitzer is a Regional Manager for USA Mortgage and an influential leader in the mortgage space. He has 20 years of [...]

A lot of us believe that once we have a cool logo and a website, the exercise of branding our real estate business is done. But if you don t have enough clients, you re not finished. So, what else is involved in building a brand? Edwin Dearborn is the Content and Media Strategist behind 10X Media [...]

A lot of us believe that once we have a cool logo and a website, the exercise of branding our real estate business is done. But if you don t have enough clients, you re not finished. So, what else is

A jack-of-all-trades is the master of none. And the same goes for real estate agents. If you try to appeal to everyone, you won t attract anyone. But how do you find your niche? And then how do you go about marketing that thing that makes you different? Avery Carl has carved out a niche in [...]

A jack-of-all-trades is the master of none. And the same goes for real estate agents. If you try to appeal to everyone, you won t attract anyone. But how do you find your niche? And then how do you go

Are you marketing your real estate business with boring market updates and generic Spring Ahead emails? Then you re doing it wrong. So, what IS the right way to brand yourself as an agent? TELL THEM A

Are you marketing your real estate business with boring market updates and generic Spring Ahead emails? Then you re doing it wrong. So, what IS the right way to brand yourself as an agent? TELL THEM ABOUT YOU. Yawar Charlie is a member of the elite Aaron Kirman Group, a luxury division of Compass in Beverly [...]

If the public sees real estate agents as a commodity, how can you show prospects that you know what you re doing? What s the best way to build your authority and get clients to come to you? Charles Curry is part of the team behind Authorify, a platform that creates and licenses books to real estate [...]

If the public sees real estate agents as a commodity, how can you show prospects that you know what you re doing? What s the best way to build your authority and get clients to come to you? Charles Cu

We all know that the most important part of running a business is turning a profit. But, next year s profit is already being impacted by the investments you re making today. So how do you determine wh

We all know that the most important part of running a business is turning a profit. But, next year s profit is already being impacted by the investments you re making today. So how do you determine what to invest in key parts of your business like marketing? Understanding and tracking your return on investment (ROI) is [...]

Are you playing offense or defense? There s never been a better time to take control of your business and adapt it to succeed in a post-coronavirus real estate market. There are so many ways to convince yourself that now isn t the best time to try something new, but you ll never succeed unless you get off [...]

Are you playing offense or defense? There s never been a better time to take control of your business and adapt it to succeed in a post-coronavirus real estate market. There are so many ways to convin

Here s the truth: coronavirus will put many agents out of business. Who s going to make it through? The agents who spent the last 45 days working on their business rather than in it. Stop kicking the

Here s the truth: coronavirus will put many agents out of business. Who s going to make it through? The agents who spent the last 45 days working on their business rather than in it. Stop kicking the can down the road and start creating content that will connect with your audience and generate leads. Colin Schindler [...]

What does it mean to consistently communicate with your audience? Every real estate agent does it differently. How you communicate is not important. What matters is that you re making those connections that will earn you referrals and keep you top-of-mind. Today, I m giving you a one-on-one coaching lesson to discuss the importance of consistency in [...]

What does it mean to consistently communicate with your audience? Every real estate agent does it differently. How you communicate is not important. What matters is that you re making those connection

The biggest question I get is: How do you write the perfect video script? You don t. The perfect script doesn t exist. Stop wasting your time trying to shoot the perfect video, and start using authenticity to connect with people. Today, I m coming at you solo to offer my best advice for video scripting. I walk [...]

The biggest question I get is: How do you write the perfect video script? You don t. The perfect script doesn t exist. Stop wasting your time trying to shoot the perfect video, and start using authent

Thank you, thank you, thank you for listening. We received another top rating by Feedspot- You can check out the article here Top 20 Real Estate Marketing Podcasts For whatever reason, most real estate agents shy away from partnering with investors. But here s the thing: Rehabbers and wholesalers are already spending tens of thousands of dollars [...]

Thank you, thank you, thank you for listening. We received another top rating by Feedspot- You can check out the article here Top 20 Real Estate Marketing Podcasts For whatever reason, most real est

In the aftermath of the Coronavirus, a lot of homeowners will be looking to sell. And if you want those listings, you need to know how to get your message to the right audience. Your best bet is to le

In the aftermath of the Coronavirus, a lot of homeowners will be looking to sell. And if you want those listings, you need to know how to get your message to the right audience. Your best bet is to leverage targeted data to identify your client avatar and market to the people most likely to [...]

Does Facebook s new Special Ad Category have you frustrated as f*ck? The good news is, you can still use ads to attract your target market. But you ve got to get their attention with the right kind of content. Tristen Sutton is the Facebook Ads Expert and Marketing Strategist behind Tristen Sutton Consulting, a firm that [...]

Does Facebook s new Special Ad Category have you frustrated as f*ck? The good news is, you can still use ads to attract your target market. But you ve got to get their attention with the right kind of

No one anticipated a global pandemic putting business as usual on pause for several weeks, but here we are. So, how can we make the best use of this unexpected downtime? What can we do NOW that will

No one anticipated a global pandemic putting business as usual on pause for several weeks, but here we are. So, how can we make the best use of this unexpected downtime? What can we do NOW that will plant the seeds for future business once the health crisis has passed? Today, I m coming at you solo [...]

Well over 70 percent of your business comes from people you already know. It s not about if someone is going to move, it s about when. Nurturing your database by building early contacts is the biggest

Well over 70 percent of your business comes from people you already know. It s not about if someone is going to move, it s about when. Nurturing your database by building early contacts is the biggest thing you can do to boost your business. Lana Rodriquez is a front-runner in the Colorado Springs real estate market. [...]

If you want your website to be more than just a digital business card, you HAVE to be telling a story. A story brand is your best shot at making real connections with real people. And it doesn’t take a marketing genius to develop a brand. Adam Wills is the story brand certified guide and [...]

If you want your website to be more than just a digital business card, you HAVE to be telling a story. A story brand is your best shot at making real connections with real people. And it doesn’t take

Instagram is the best social media platform for engaging with an audience. But you need to post the RIGHT kind of content in your feed, in your stories and on IGTV to increase your visibility, get found in search results and build a personal brand. And the RIGHT content doesn t necessarily have anything to do [...]

Instagram is the best social media platform for engaging with an audience. But you need to post the RIGHT kind of content in your feed, in your stories and on IGTV to increase your visibility, get fou

Yes, content creation is key to becoming the digital mayor of your town. But don t just make videos or write blog posts on the topics YOU think are cool. To show up in search results, you need to reverse engineer your content creation around the hyperlocal keywords your audience is looking for online. Fernando Angulo [...]

Yes, content creation is key to becoming the digital mayor of your town. But don t just make videos or write blog posts on the topics YOU think are cool. To show up in search results, you need to reve

If you spend your days chasing leads because that s what some guru told you to do, it won t be long before you re burned out and looking for another business. The truth is, you can stop prospecting to

If you spend your days chasing leads because that s what some guru told you to do, it won t be long before you re burned out and looking for another business. The truth is, you can stop prospecting today and start attracting clients through referrals. Michael Maher is the master trainer and real estate consultant behind ReferCo, [...]

Consumers can smell our outdated sales scripts from a mile away. So, why are so many real estate agents still using them? What if we stopped scripting and started asking questions? What if we quit trying to make a sale and simply engaged our leads in a genuine conversation? Beverly Ruffner is the CEO of [...]

Consumers can smell our outdated sales scripts from a mile away. So, why are so many real estate agents still using them? What if we stopped scripting and started asking questions? What if we quit try

If you ve started creating content for your real estate business, you know that it should be repurposed on all your social channels as well as your website. But once that content drives traffic to your URL, what are you doing with it? Do you have a way to engage with those site visitors and capture [...]

If you ve started creating content for your real estate business, you know that it should be repurposed on all your social channels as well as your website. But once that content drives traffic to you

Why is it that people who know WHAT to do and HOW to do it STILL can t seem to accomplish their goals? For most of us, it comes down to a fear of failure. And that s why so many of you have yet to mak

Why is it that people who know WHAT to do and HOW to do it STILL can t seem to accomplish their goals? For most of us, it comes down to a fear of failure. And that s why so many of you have yet to make your first video. Patrick Precourt is the Director of Inspiration [...]

How many active buyer leads do you have right now? Would you like to have 43? You CAN attract that kind of business by creating the right kind of video content for YouTube. And we re not talking paid

How many active buyer leads do you have right now? Would you like to have 43? You CAN attract that kind of business by creating the right kind of video content for YouTube. And we re not talking paid ads. We re talking lead gen from organic search. Jesse Dau and Jackson Wilkey are the real estate [...]

Are you running your real estate business? Or being run by it? Attraction-based relationship marketing allows agents to attract clients instead of chasing them. To build relationships instead of buying leads. To play golf instead of calling expireds. Danny Batsalkin is the premiere real estate coach behind DSCVR Real Estate Network, a platform that helps [...]

Are you running your real estate business? Or being run by it? Attraction-based relationship marketing allows agents to attract clients instead of chasing them. To build relationships instead of buyin

If you re not creating consistent content to market your real estate business, you are leaving money on the table. And what s the best way to build connection with potential clients and position yours

If you re not creating consistent content to market your real estate business, you are leaving money on the table. And what s the best way to build connection with potential clients and position yourself as an authority? Video, video, video. Krista Mashore has been in the top 1% of realtors nationwide for the last 18 years, [...]

Facebook is a social platform, but YouTube ads for real estate is better. People go there to see what s going on and catch up with friends and family. YouTube, on the other hand, is a search engine. I

Facebook is a social platform, but YouTube ads for real estate is better. People go there to see what s going on and catch up with friends and family. YouTube, on the other hand, is a search engine. It s intent-based, and people go there to be entertained or educated. So, what does this mean for us? [...]

Do you use your personal Facebook page to market your sphere of influence? Did you know that only 1 in 5 of your contacts will see any given post? But don t give up on the platform just yet. You can r

Do you use your personal Facebook page to market your sphere of influence? Did you know that only 1 in 5 of your contacts will see any given post? But don t give up on the platform just yet. You can reach the majority of your database on a regular basis by creating a dedicated Facebook [...]

If you re willing to design a real estate brand that s way, way outside the box, you re going to repel some folks. When I started the Dude brand, I was accused of being unprofessional. And The Mortgag

If you re willing to design a real estate brand that s way, way outside the box, you re going to repel some folks. When I started the Dude brand, I was accused of being unprofessional. And The Mortgage Geek got the same kind of hate early on. But if you re willing to stick with it, stay true [...]

So, you want to break into the luxury real estate market, but you don t come from money. How do you build a sphere of high-net-worth individuals (HNWI)? How do you market yourself as a high-end agent?

So, you want to break into the luxury real estate market, but you don t come from money. How do you build a sphere of high-net-worth individuals (HNWI)? How do you market yourself as a high-end agent? And what kind of video content can you create to target that niche? Brian Loebker is an accomplished real [...]

We do business with the people we know, like and trust. But what if you don t KNOW anyone? What if you re brand spanking new to an area, and you don t have a sphere of influence to market to? How do you break into a new market and build a database stat? Paige Schulte is a real [...]

We do business with the people we know, like and trust. But what if you don t KNOW anyone? What if you re brand spanking new to an area, and you don t have a sphere of influence to market to? How do y

Are you focused inward? Chasing money? Obsessed with the size of your next commission check? Benjamin Ross argues that opportunities come disguised as other people s problems, and if you grow your impact, business will come to you. In fact, the best way to attract clients is to follow your passion and make service a fundamental [...]

Are you focused inward? Chasing money? Obsessed with the size of your next commission check? Benjamin Ross argues that opportunities come disguised as other people s problems, and if you grow your imp

What if you could travel four months of the year with your friends as part of your business plan? What if throwing an awesome party every few weeks WAS your marketing strategy? What if you could socialize your way to a successful real estate business? Known as The Social Realtor, Jimmy Rex leads the top [...]

What if you could travel four months of the year with your friends as part of your business plan? What if throwing an awesome party every few weeks WAS your marketing strategy? What if you could socia

You walk into a bar and see an attractive person. What do you say? Do you try to close immediately and propose a serious, intimate relationship right away? Of course not! So, why do real estate agents

You walk into a bar and see an attractive person. What do you say? Do you try to close immediately and propose a serious, intimate relationship right away? Of course not! So, why do real estate agents skip the rapport-building part of prospecting and jump straight to the sale? What if we stopped reciting scripts [...]

How much are you spending on portal leads? What if you invested that same kind of money in nurturing relationships with your past clients? What if you spent less time and energy on new customer acquisition and focused instead on providing exceptional customer service for your current clients? What if a gooey butter cake or [...]

How much are you spending on portal leads? What if you invested that same kind of money in nurturing relationships with your past clients? What if you spent less time and energy on new customer acquis

At the time of sale, 74% of people say they would use the same realtor again in the future. And yet, only 13% actually DO use the same agent the second time around. Why the discrepancy? It s because r

At the time of sale, 74% of people say they would use the same realtor again in the future. And yet, only 13% actually DO use the same agent the second time around. Why the discrepancy? It s because real estate agents don t bother to stay in touch with their sphere of influence! So, what strategies [...]

The image is a close-up of a guy in tighty-whities and a girl laughing. The text reads, Don t get caught with your pants down in the new real estate market! As you might imagine, this unique marketing campaign made then new agent Peter Lorimer stand out like a sore thumb, repelling people who thought it [...]

The image is a close-up of a guy in tighty-whities and a girl laughing. The text reads, Don t get caught with your pants down in the new real estate market! As you might imagine, this unique marketi

Nervous about competing with iBuyers? What if you could be like the iBuyer and offer clients the option to sell right now? The fact is, you CAN bring that kind of value to prospects when you have connections with local investors. And there is simply no better script for conversion than I ll buy your house. [...]

Nervous about competing with iBuyers? What if you could be like the iBuyer and offer clients the option to sell right now? The fact is, you CAN bring that kind of value to prospects when you have conn

Log onto Lab Coat Agents or Real Closers and you ll see long discussions about Facebook ads and Zillow leads. My question is, why do we spend so much time trying to figure out how to BUY leads when we

Log onto Lab Coat Agents or Real Closers and you ll see long discussions about Facebook ads and Zillow leads. My question is, why do we spend so much time trying to figure out how to BUY leads when we could be ATTRACTING them? The vast majority of real estate business comes from referrals and past [...]

Think you ve got to pay to make it to the top of Google search results? The truth is, paid listings only account for 15% of traffic, while 85% comes from organic search results. And in a hyperlocal in

Think you ve got to pay to make it to the top of Google search results? The truth is, paid listings only account for 15% of traffic, while 85% comes from organic search results. And in a hyperlocal industry like real estate, you can leverage search engine optimization (SEO) to rank near the top and attract [...]

Flamingo pool floats. Flamingo birthday cards. Flamingo party games and party favors. Tara Carter has designed her real estate brand around the bright pink birds, and it has paid off. When people in t

Flamingo pool floats. Flamingo birthday cards. Flamingo party games and party favors. Tara Carter has designed her real estate brand around the bright pink birds, and it has paid off. When people in the South Florida market see flamingos, they think of Tara and then they tag her on social media to let her know! So, [...]

We understand the process of building relationships in real life, introducing ourselves first and then gradually strengthening the connection over time. But when it comes to digital marketing, we re pushy and impatient, expecting to convert with our first ads and abandoning relationships once the sale is made. What would it look like if we treated [...]

We understand the process of building relationships in real life, introducing ourselves first and then gradually strengthening the connection over time. But when it comes to digital marketing, we re p

Ever had a friend or family member cheat on you with another real estate agent? If the people closest to you forget what you do for a living, you re obviously not marketing to your sphere on a consistent basis. And in a referral-based business, it s crucial that people remember you and what you do. But [...]

Ever had a friend or family member cheat on you with another real estate agent? If the people closest to you forget what you do for a living, you re obviously not marketing to your sphere on a consist

We all know that video marketing is the future. We also know that boring shit doesn t get engagement. So, what types of videos WILL engage your sphere? Should you do listing videos? Community videos?

We all know that video marketing is the future. We also know that boring shit doesn t get engagement. So, what types of videos WILL engage your sphere? Should you do listing videos? Community videos? Case studies? Just solds? Which ones help build your personal brand? And which ones generate leads? Rett Harmon is the co-broker [...]

The way to do business is to serve your clients at a high level. Let them talk about you. Let them tell your story, and just create content around the wins you re getting for your clients. Are you investing thousands of dollars in portal leads? How s that working out for you? If your business is [...]

The way to do business is to serve your clients at a high level. Let them talk about you. Let them tell your story, and just create content around the wins you re getting for your clients. Are you in

Most agents are afraid of expireds. But if you believe in your ability to help and approach prospects with positive energy, people are receptive. With the right systems in place, chasing expireds is n

Most agents are afraid of expireds. But if you believe in your ability to help and approach prospects with positive energy, people are receptive. With the right systems in place, chasing expireds is not that hard and not that scary. Borino is a real estate coach with 20-plus years of experience in marketing and training. Known [...]

What kind of mindset do you need to do 52 sides in your first full year as an agent? To come back after a flood takes out 75% of your market? To lose 95 pounds? Any one of these accomplishments would be impressive on its own, but Brittiny Howard has achieved all three because she [...]

What kind of mindset do you need to do 52 sides in your first full year as an agent? To come back after a flood takes out 75% of your market? To lose 95 pounds? Any one of these accomplishments would

If you want to resonate with prospects on video, storytelling is key. But how do you identify stories that fit your brand? How do you shape those stories to fit a particular audience? Can you learn to be your own publicist and pitch a story to local news outlets? Gigi Barnett is the founder of [...]

If you want to resonate with prospects on video, storytelling is key. But how do you identify stories that fit your brand? How do you shape those stories to fit a particular audience? Can you learn to

We typically talk about using video as a tool to generate attention and develop brand recognition. As a strategy for building relationships and staying in front of your sphere. But Karin Carr argues that if you re smart about optimizing content, video can also be an effective lead generation tool. In fact, she gets more than [...]

We typically talk about using video as a tool to generate attention and develop brand recognition. As a strategy for building relationships and staying in front of your sphere. But Karin Carr argues t

I m too fat! I ll be boring! I m nervous! I don t look good! I won t know what to say! What s your excuse for not doing video? Whatever your objection, the fact is you are missing a BIG opportunity to

I m too fat! I ll be boring! I m nervous! I don t look good! I won t know what to say! What s your excuse for not doing video? Whatever your objection, the fact is you are missing a BIG opportunity to nurture your database and attract more real estate business. Chris Hayes is the Training and Production Dude [...]

You re scrolling through social media when you see a talking head video of yet another realtor in front of a white board doing a mind-numbing market update. Do you click to watch? What about a video of a shirtless realtor who s outside in freezing weather (temperatures of 18°!), tossing water in the air to see [...]

You re scrolling through social media when you see a talking head video of yet another realtor in front of a white board doing a mind-numbing market update. Do you click to watch? What about a video o

Most agents are hesitant to hire a virtual assistant because we don t want to spend the money. But how much time are you wasting on paperwork, prospecting and other non-money-making activities? If you could get that time back and use it to do the things that ONLY YOU can do, how many more sides might [...]

Most agents are hesitant to hire a virtual assistant because we don t want to spend the money. But how much time are you wasting on paperwork, prospecting and other non-money-making activities? If you

There s just something about having a conversation with a real person. The human connection establishes trust in a way that a recorded message or automated text simply cannot. So, if you re feeling pressure to use technology to communicate with online leads but you d rather kick it old school, know that there IS a reliable way to [...]

There s just something about having a conversation with a real person. The human connection establishes trust in a way that a recorded message or automated text simply cannot. So, if you re feeling pr

If you want to compete with disruptors and survive the changes in real estate, you have to STOP seeing yourself as a salesperson and START serving your clients as a consultant. But this requires a seismic shift in mindset: Rather than focusing on the close, focus on building relationships. And remember that deals are a [...]

If you want to compete with disruptors and survive the changes in real estate, you have to STOP seeing yourself as a salesperson and START serving your clients as a consultant. But this requires a sei

The more things change, the more they remain the same. Yes, technology is changing the way we do business in real estate. And a lot of us abandoned the practice of nurturing our database in favor of p

The more things change, the more they remain the same. Yes, technology is changing the way we do business in real estate. And a lot of us abandoned the practice of nurturing our database in favor of portal leads that offered instant gratification. But as platforms like Realtor.com and Zillow demand more and more of [...]