Real Estate Marketing Dude

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

Three Things You’ll Learn in This Episode

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

Resource

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

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

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

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

Transcribed by https://otter.ai

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

Three Things You’ll Learn in This Episode

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

Resource

Check Out Tom’s Group

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Transcribed by https://otter.ai

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

Three Things You’ll Learn in This Episode

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

Resource

Check Out Leadpops

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

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

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

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

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

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

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

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

on my broker’s website.

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

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

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

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

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

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

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

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

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

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

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

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

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

it.

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

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

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

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

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

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

He hit it on the head.

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

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

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

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

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

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 Episode

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

Resource

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

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

down like this. So that’s what people

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

Transcribed by https://otter.ai

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 Episode

• Learn how handwritten notes reach your audience.
• How do you get people’s attention?
• Authenticity always works best.

Resource

Check Out Holly’s Instagram

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

What’s up ladies and gentlemen, welcome another episode of the real estate marketing 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 just

All 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 was

doing 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 to

I 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 I

I’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 of

building 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 on

the 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 Episode

• Learn how handwritten notes reach your audience.
• How do you get people’s attention?
• Authenticity always works best.

Resource

Check Out Audience

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

What’s up, ladies and gentlemen, welcome another episode of the real estate marketing dude podcast. 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 built

Is 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 out

but 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 copy

If 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 does

the

compare 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 and

I 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. So

why 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 the

that 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. The

your 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. So

this 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 receive

If 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’t

blame 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 marketing

platform here at audience sounding familiar, folks, we chat about this every week on the show you there is no one thing as a one channel

person 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 and

slowing 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 marketing

agents, 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 not

door 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 appreciate

You guys have a great, great weekend and stay tuned next week peace

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

Transcribed by https://otter.ai

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 Episode

• The benefits of real estate investing.
• What is the best way to make your money earn money?
• How to avoid taxes on real estate investing.

Resource

Check Out Mat’s Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, 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 is

you 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 how

Many 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 traditional

solar, 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 IRA

A. 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 think

this 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 fund

that 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. So

is it safe opportunity in this? Is it safe to say like, Look,

you create a buyer’s list guys no differently than

A 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. So

tell me about when when can I withdraw? Is there still seasoning rule on this? Are you can you invest? When can you actually withdraw

money 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 like

Got 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. But

your 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 list

that 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 a

final 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 super

valuable 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 so

A 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 but

but 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 of

my 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 Episode

• What 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?

Resource

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

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

What’s up ladies and gentlemen, welcome 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 start

direct 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