Podcast appearances and mentions of mike cuevas

In this engaging episode of Mortgage Lending Mastery, Jen Du Plessis sits down with Michael Cuevas, founder of Referral Suite, to discuss strategies for generating referrals, marketing your database, and building strong client relationships. ______________________ Connect with Lady Jen Connect and Schedule a Strategy call at https://supportfromjen.com/ YouTube: https://www.youtube.com/@LadyJenDuPlessis Free Gifts: https://jenduplessis.com/gifts/ _______________________ Get to know Mike Cuevas Hey there! My name is Mike Cuevas, founder of Referral Sweet and host of The Real Estate Marketing Dude podcast. We help referral based businesses become more referable through content creation, customer experience, and relationship nurturing. This helps you build a strong personal brand people know, like, trust, but more importantly refer. Our software gives our users the tools to manage their relationships and remain on top of mind, but our coaching allows them to become impactful. My only goal is to create a personal brand that keeps your business top of mind as well as more personable. Referral Marketing works in every business, not just real estate. The problem everyone has though is, how do you stay in touch with hundreds of relationships without boring them with work related messaging all the time? You create nurturing content. People are going to hire someone they know, like, and trust, but they have to remember them first. That's why content creation is so important. Referral Sweet helps you “farm” your relationships with content through multiple channels so people STOP forgetting what you do and START sending you clients you love working with. After being tested for over 10 years in practice, Referral Sweet is the first referral marketing system that focused on top of mind brand awareness and personal branding. In other words, we take the guess work out of marketing your sphere if influence so your rolodex of relationship STOP forgetting what you do and start referring their friends and family. I couldn't stand cold calling, door knocking, or any of the old school prospecting techniques the gurus were shoving down my throat when I started real estate in 2002. However that didn't mean I couldn't survive in real estate, I just needed to find another way. In 2004 my best friend “cheated on me” with another real estate agent and I vowed to NEVER let that happen again. It was that day where I realized if my best friend forgot I was in real estate who else was also forgetting? So I started “farming” my friends with direct mail and before you knew it, people stopped forgetting I was in real estate. Over the years as technology mastered referral marketing with content creation. Regardless of what field you are in, you are a marketer first and foremost. The more content you create, the more conversations you'll have, which means to more trust being built, which means more opportunities you'll get. Connect with Mike Facebook: https://www.facebook.com/RealEstateMarketingDude X: x.com/ReferralSweet Instagram: instagram.com/yourmarketingdude YouTube: https://www.youtube.com/@realestatemarketingdude5050 Blog: https://referralsweet.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices

You can't build an attraction based business WITHOUT having a brand. I don't think you can have any long lasting business without a brand The most important thing you can do is learn how to stand out in the marketplace.People don't remember what you do, they remember how you do it. The hardest part most service based businesses or individuals have is seeing themselves as a brand.   NOTE: Listen to the latest podcast with College Hunks Hauling Junk & Moving Founder Nick Friedman. Here's a sneak peak....   "I work for a broker and they are my brand..." NO, The you are the brand. The broker is not.  Helping build your broker's brand does you NO BUENO. As a matter of fact less than 4% of consumers actually chose their agent because of the brand they were affiliated with. What does this mean? It means that buyers and sellers don't give a shit what company you work for. People aren't hiring your broker, they hire you. Company brand used to matter as the public perception used to think they needed to work with an agent at a big brand name.  In today's brokerage world, that is no longer true for the most part because 96% of consumers reported they hired the agent vs the brokerage they affiliated with. How To Standout In The Marketplace Step 1- Determine Your Symbol Over 60% of all agent business is derived from referrals and repeat business because people seek out agents they know, like, trust, or are referred to. You don't get referrals and repeat business from strangers, you get them from the relationships you have in life, but only when you are remembered. You need a logo that tells a story. Which is more memorable? NIKE OR   I think we know the obvious answer here, but the question is why? Over time we've been trained to associated Nike with their logo.  When I see it, I don't just think of the company, but I think of what the company stands for. Instantly I get images in my head of: Michael Jordan Basketball Sports Just Do IT Adrenaline Competition and so on.... That logo has the power to trigger all those thoughts and emotions in my brain.  That's the power of branding. Over time I have been exposed to a consistent combination of marketing campaigns where Nike associated their branding with the stories of well known athletes.  You cannot learn how to stand out in the marketplace without first defining your own story. They didn't need to put their shoes or apparel in the ads, they just placed their logo next to the athletes stories. Therefore, over time, my brain was programmed to associate that swoosh with athleticism.  It was the consistency and branding of the Nike's logo that created that association in my brain. I understand Nike is a billion dollar company and we are talking about real estate branding here so let's go through my own branding from when I still practiced as an example. Mike Cuevas, Realtor OR   The logo is more memorable than saying Mike Cuevas, Realtor.  Images are more power than straight text and why I use my logo in everything I do because I know my logo resonates more than my name.   My Chicago Real Estate Dude eventually turned into Real Estate Marketing dude, the name of my podcast.  I'm fighting for attention, not leads. THe "dude" is my personality summed up while my logo is my symbol.  When you have the attention of your database you'll attract clients My only goal in real estate branding is to be the most known Realtor amongst my network.Once that is accomplished, it's just a numbers game because people move. The more people who know who I am, the more referrals and repeat business I get. It's that simple. I don't market Mike Cuevas the Realtor, I market the Dude who's name happens to be Mike Cuevas.   My brand also reflects my style. I'm not a luxury agent. I'm a dude. I have found that the more “real” that I am in my marketing, the more people I connect with.  Connecting with people , nurturing, and building relationships is the entire goal of my marketing strategy.

Join David Adam Kurz and Mike Cuevas as they dive deep into the art of real estate marketing. Broadcasting from Dallas, Texas, David and Mike discuss the importance of building and maintaining relationships in the industry, the power of consistent communication, and how to make yourself the most known agent in your market. Learn how to leverage tools like social media and the innovative Referral Suite software to create top-of-mind brand awareness and turn your existing network into a powerful sales force. Whether you're a seasoned agent or just starting out, this episode is packed with insights that can help you take your real estate business to the next level. GET A COPY OF MY NEW BOOK: THE TRUTH ABOUT FAILURE AND LEARN HOW TO GET FREE ACCESS TO THE TRAINING:  https://www.truthaboutfailure.com/ JOIN MY COACHING ACADEMY: https://freedomachieveracademy.com/join

Execute the basics of personal  branding and gaining attention so you can not only survive the big changes coming; but,  thrive closing more deals. (especially real estate agents)Mike Cuevas is founder of Referral Sweet and an expert on creating referral based sales.3 takeaways on this episode of the Close The Deal Podcast: Personal Branding is Everything: Your reputation and personal brand are your most powerful tools in real estate. By consistently demonstrating your expertise, integrity, and commitment to client satisfaction, you build trust and loyalty. A strong personal brand sets you apart from the competition and attracts more clients.The Power of Relationships: Real estate is a relationship-driven business. Investing time in building and nurturing relationships with clients, colleagues, and industry professionals pays off. A robust network not only provides valuable referrals but also offers support and opportunities for collaboration, enhancing your career growth.Client Events Drive Engagement: Hosting client events is a strategic way to maintain connections and keep your services top of mind. These events provide a personal touch, showing clients you value their business and their relationship. By creating memorable experiences, you foster loyalty and increase the likelihood of repeat business and referrals.##Visit www.CloseTheDeal.com to see all episodes.

Welcome back to SparkRental, hosted by Brian Davis, co-founder of SparkRental. Today, we have Mike Cuevas, host of the Real Estate Marketing Dude podcast and founder of the Real Estate CRM platform Referral Suite. Mike shares innovative strategies for real estate investors to create irresistible offers that stand out in a crowded market. Learn how to present multiple options to sellers, monetize every lead, and flip the script on traditional offers. Whether you're a seasoned investor or just starting out, these tips will help you capture attention and close more deals.

Welcome to another episode of SparkRental, hosted by Brian Davis, co-founder of SparkRental. In this episode, we bring in Mike Cuevas, the host of the Real Estate Marketing Dude podcast and founder of the real estate CRM platform Referral Suite. Mike shares invaluable insights on how real estate investors can differentiate themselves from their competitors using video marketing. Learn about the four essential videos every investor needs on their website, the importance of testimonials, and how to build trust with potential clients. Whether you're an active or passive investor, these tips will help you elevate your marketing strategy and connect with your audience on a human level.

Welcome back, friends!

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

Mike Cuevas, our guest for today is the founder of Real Estate Marketing Dude and host of The Real Estate Marketing Podcast. Connect with Founders Club Host Oliver Graf on Instagram: @OliverGraf360 Want to take your marketing to the next level as a realtor or real estate professional? Our guest for today, Mike Cuevas of Real Estate Marketing Dude, shares his wisdom on video marketing, the exact methodology that he uses to create viral content, and the power of branding. Mike chunks down his marketing strategy so that you can easily follow along. And, he wraps up this show by sharing some helpful tips to help you profitably run paid ads on YouTube and Facebook. We hope you enjoy this show!   Connect with Oliver Do me a solid and... Find me on Instagram: @OliverGraf360 Subscribe to my YouTube channel: http://www.youtube.com/c/OliverGrafTV​​ Let's connect on social media: http://www.OliverGraf.tv/Social​​ Join our free facebook group: Real Closers

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

Mike Cuevas is the CEO and founder of Real Estate Marketing Dude, a marketing agency that excels at video content marketing. They conceptualize, script, edit and distribute video content catered to the audience of their clients. They've had a lot of fun making some clever videos with the intention of going viral, and teaching companies along the way how to maintain marketing success — plus how and why virtual assistants have been so pivotal to Mike and his team. Learn more and be successful in any industry with MyOutDesk Virtual Assistants. Schedule a free business strategy session today: http://bit.ly/3YWt7Wg Here are some links to important info about MOD

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

Real Estate Marketing Dude himself - Mike Cuevas is here to share 2023 Marketing Strategies that are sure to grow your business, make the cash flow, and expand your network. Want to start Branding, Marketing, and Attracting Clients in 2023?Learn How to Get Your First Deal in 60 Days or Less!http://linktr.ee/ElitestrategistMIKE CUEVAS' SOCIALSINSTAGRAM: https://www.instagram.com/therealestatemarketingdude/ WEBSITE: https://linktr.ee/realestatemarketindudeStart your real estate investing journey with Premier Ridge Capital! Our highly skilled team is here to assist you during the hassle-free process.Contact Us Now!EMAIL: team@premierridgecapital.comWEBSITE: https://www.premierridgecapital.com/ We're interested in buying your apartment building from you! Our highly skilled team is here to assist you during the hassle-free process.Contact Us Now!EMAIL: team@premierridgecapital.comWEBSITE: https://www.premierridgecapital.com/

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

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.

Well another season of Dishin Dirt is complete. Hard to believe this show is entering its' third year. In this very special anniversary edition, I revisit the top 7 marketing and business development points or ideas presented by our 5-star guests during season 2 of Dishin' Dirt. Get incredible and useful advice from Krista Mashore, Mike Cuevas, Jeff Lobb, Sarah Spencer, Suzanne Tuilen, Josh Harley, Garrett Maroon, Brittany Hodak and Jess Lenouvel all in this one episode!Don't forget to like us and share us!Gary* Gary serves on the South Carolina Real Estate Commission as a Commissioner. The opinions expressed herein are his opinions and are not necessarily the opinions of the SC Real Estate Commission. This podcast is not to be considered legal advice. Please consult an attorney in your area. 

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

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

Video marketing is becoming a requirement to stay relevant. It's a new baseline. If you're not consistently creating videos in your business, you will be left behind. Mike Cuevas joins me today and shares more on the topic. Connect with Mike: https://realestatemarketingdude.com/ Connect with Chris: https://linktr.ee/chrisbello

If you have ever watched a show on the Food Network then chances are very good that you have seen Guy Fieri. He is one of the most well-known, most recognized brands in the Food industry. Guy knows his brand and how it sells for him without selling.  On this episode of Dishin' Dirt Mike Cuevas, the Real Estate Marketing Dude, returns for part of two of his appearance to talk about what you can learn from Guy Fieri and his branding. Learn how Guy used his personal brand to complete his "why".  Plus Mike shows you how to use what Guy does in your own real estate business.  Plus, I also discuss the problem with exclusive brokerage agency agreements that needs to stop.Don't forget to like us and share us!Gary * Gary serves on the South Carolina Real Estate Commission as a Commissioner. The opinions expressed herein are his opinions and are not necessarily the opinions of the SC Real Estate Commission. This podcast is not to be considered legal advice. Please consult an attorney in your area.