Social Media NOW: The Best Tactics for Maximum Marketing Impact with Jason Pantana

you got to innovate third must phase you got to innovate in one of the spaces I would say you need to look and we're talking again newfangled ish right now is you need to look at Tech Talk oh I just wonder if you're gonna bring this up you ready for this alright okay well let's talk about dance moves right all right get it right your lipstick you ready to go yeah hey happy anniversary yes that's right this is the one-year anniversary of our podcast I want to just say thank you so much like we're climbing up at the ranch we're getting lots of comments lots of downloads and I just want you to know that means the world to me that you will take time on the treadmill on the train on a plane wherever you are just checking in whether you're listening or you're watching this on YouTube just know a big thank you and a request a request I know a lot of people who would you like to hear like what do you what do you want from this podcast give me more feedback I'm seeing a lot of people commenting about the enthusiasm around me just talking about just general business stuff and not just always real estate stuff people wanted to hear from new agents that are killing it they want to hear about teams but tell me more give me comments let me know right because I want to keep delivering so one of the things I get asked about all the time is hey Tom like you you mentioned at the summit last year I just got this DM and I talked about with a client yesterday you wrapped the summit last year and you talked about how the whole world is shifting i buyers right convenient sellers like all these things that are happening concierge services and this was stuff that we've been talking about positioning right for quite some time but I made a comment at the summit I said I believe there's five super powers that every agent has to have in the market of the future five super powers empathy sound strange but think about it right bringing humanity back to this highly stressful real estate transaction humanity back to a highly stressful real estate transaction we can talk for days about it negotiation mastery which so I brought Chris Voss and others in obviously the ability to transfer your skills and to duplicate yourself through software and others consultations versus just making pitches but without a shadow of a doubt and the reason why I got this guy with us today it's about positioning yourself as the agent of trust whether you're a loan officer a CEO of a company you're running a bank you're a real estate agent you're a drycleaner at the end of the day like people do business with people that they know like and trust and and with this little noisy device and so much changing certainly with the algorithms the last you know a couple months I thought it'd be important to bring Jason back talk about his distinctions talk about what he's talking about at marketing edge and I'm just gonna drill him with a whole bunch of questions so first of all Jason pants Hanna thank you my friend pleasure thanks for having me back now I'm super excited I know man you know this I mean this this has been one of our most popular episodes both on the Tom Perry show and it's because because and why is it that no one in real estate or the vast majority of people in real estate have no clue what they're doing it comes to marketing I know that wasn't on my list of questions but like what to help me understand well I think you gotta go back to why do people get into real estate in the first place like we talked about this at marketing edge foundational and I say hey why do people get licensed yeah and and I think this is probably any business most people like my mother-in-law owns a flower shop yes I think and this isn't any slam against business owners but now I'll go into business to do that business yeah but the key word keyword do business I got to get customers I got to get clients I got to be able to drive attention and awareness and all that stuff and they don't think about those things because why would they figure out those things I just want to sell more houses it looks an easy yeah I love showing properties I love working with people but if you look at every business on the planet it has three main departments it's got operations marketing and sales every single business and if you don't do marketing you don't have customers coming in the door if you don't do sales you don't convert those leads into opportunities real customers and if your operations are lousy you're not gonna get repeat business you're gonna eventually drive your business down because you don't get the reputation that the market would ask you to have in order to be successful and bring future business in so it's operations its marketing its sales going back to your question why do most agents I think and I want to be clear like for all my agent friends right now there there are some exceptional people that we work with and there's people that we don't work that are exceptional but we talk about 1.4 million people in the u.s. yeah there's a lot of bad marketing and in many cases there's just no marketing I think there's a lot of people too like I used to see this happen a lot at events I'd say how many of you guys do marketing and I wouldn't ask the question like that all the time I market my listings yada yada yada I do listing launches and they could be phenom that's good yes I'm not forming yet important but they stop there and they're like oh you mean I've to actually market myself yeah I just want to work referrals yeah what you don't think your past clients in sphere are being marketed by 16 billion dollars in ad spend buys a bunch of very intelligent people right look read the Burrell report I had a I had a conversation with a buddy probably a year or so ago we were talking about it he we had a right of a phone call we're talking about lead generation for agents and I brought up the word lead generation and he said to me he was like I only work with referrals yeah and I was like well liar liar liar I said well what do you how do you define a referral well if somebody I don't know who was provided to me by people I do know past clients fear yeah agents whatever yes and I was like so I would to find a lead as somebody with intent to buy or sell real estate who's given you the permission to contact them that's a lead yeah not that definition certainly applies the referrals yeah so referrals are leads leads are leads at the end of the day it's like you're in business you want to help service the transaction yes the product you sell is you you sell agency if you're a real estate agent bingo and at the end of the day you got to understand what's the product people are buying what do they want out of you what's the what is it that makes it sticky what makes it worth doing yeah that's what they want and you can call it referrals you can call it leads at the end of the day I call it marketing yeah job of marketing is ultimately to lead generate and grow your pipeline period I just talked about it's like your jobs to help people like find people that you like and they like you and help solve a problem find a house sell their house but like I mean cuz you know you and I were gonna talk about tracking measuring today and look I'm in this for a long time i sat today with a bunch of CEOs and we're reflecting on actually the CEO of this company that I cold called at 19 years old that was now 30 years ago and today's the CEO of the entire home services you know in China you know giant company and and we're like that was marketing back then right I mean maybe not the best form of marketing but it was marketing that the point is there's just been this massive sort of evolution and shift towards we all want to say I only work by referral right and I get it like I listen I want lots of referrals and we get lots of referrals and the data actually shows if you really pay attention a most people can't actually track did it was it really a referral like where did it really come from right secondarily you look at like all of the transactions that are being done Phoenix Arizona through I buyer what happens with those agents right and in Atlanta and Charlotte somebody's losing somebody's losing business big-time because they're not marketing a position themselves we're getting way ahead of ourselves in this conversation but I don't even care it's a podcast that's what we do right I I believe it is a superpower and agents that can position themselves right to become the person of trust right to become that person I keep saying it I want to help people bring humanity back to this crazy industrialized real estate transaction and I want consumers to go what an experience and of course I want them to tell everyone they know screaming from the mountaintops because I can't help it oh my god Jason pen tena Brenda like I want that and I understand you got to do both to build a real scalable business you got to do both all right let's actually go into the questions shall we shall we shall we in the middle of our rant by the way you're looking very snappy thank you I have to say congrats and we just saw the white like the white kicks he's got here you'd be like really impressed clearly he's a marketing guy so we're three years in the marketing edge first two years have been absolute bananas right selling out and every single time congratulations once again all businesses what do you do you find a problem and you solve it in an elegant way and there we are right so here we are going into the next evolution and I watched is the last couple events the feedback what you were saying what people were doing and and you I think you finally synthesized right the five most important things so I thought pretty you know for our listeners today especially some of them that know you like you love you right you know follow you talk to us about like what is that step by step game plan so that maybe the person who's watching right now is in Alaska or in Nova Scotia or you know we're you know people are listening all over the world of this podcast they're not really go to the event but let's give it to them let's give them the event on this podcast done what are the steps alright so marketing edge it's a two-day seminar but it's five steps step one it's super simple you define your sources of business yeah and at the event we've got a worksheet where we have like an 86 different sources of business yes so we have some options so we're gonna go through it and we're gonna like star the ones you want and I've got fun I'm gonna call it a source bundle like my past clients instead of him yeah bundled we're gonna go through where do you want to get business from good it's gonna be a combination of people you know and people you don't know but that's the first thing is like what's the target yeah where am I getting yeah where am I put my concentration put my focus maybe put my dollars or my time or my right so I got oh it's defined my sources of business good step two is position your brand everywhere yes now this is going to be something newer that we didn't do in in the past we're gonna go deeper into what is your brand yes what is your messaging how do you talk about yourself online offline what's the problem you solve what are the results you deliver yeah we're gonna break it down deep so that when it comes to Facebook Instagram the different platforms you understand this is who I am in the marketplace it's my superpower it's how I generate and earn trust yeah this is high position my brand everywhere where is everywhere me yeah I mean is in front of people I want to be clear for my friend watching right now we're listening this is not a sales pitch this is getting you informed because I'm gonna make him break down all of these like these are the questions that we're gonna go through today so I just want to just preface for the person that's listening like is he trying to sell me and go to the event we have no problem selling out this event that's there we had to add more right like it's it's a supply and demand issue I'm talking to people that maybe can't go or the ones that have gone that I want them to be refreshed so I apologize number the number three number three is establish a lead generating funnels yes this is where a lot of agents stop a lot of agents they're in social media they're sending out postcards they're doing email marketing you know doing a lot of activities yeah that are great at creating a buzz creating awareness yeah but they stopped short and what we're gonna focus in on establish a lead generating funnel is hey here's how you actually ask for someone to say my name is my number is my email is you know this is how we get leads so that you can call them it leads into step 4 step four is nurture nurture nudge thank you kind of like duck-duck-goose yep so once I've got all these leads yeah I didn't come up with the duck-duck-goose yes yes nurture nurture nudge nurture means I'm gonna add value so really what's gonna be the fun hack at marketing edges we're gonna go back to step two and we're gonna recycle all the stuff we did it step two put it here into our nurture campaigns and so the game plan is we're gonna create one nurture campaign to rule them all yes all my leads all my referrals everybody into a revolving door of a nurture campaign that goes 24/7 all the time it's not set it and forget it but make those automatic espacio yes yes so that you don't fall through the cracks with it ideally with software in a CRM that shows you who's bubbling up you know who's really paying attention who's clicking on more things right so yeah so some predictive analytics coming from your boomtown type of yeah provider but also talk about social media retargeting yes we're gonna talk about email targeting and defense like that yes nurture nurture and then the word nudge-nudge is a manual attempt to bingo omit bingo end of the day like there we have we call it i'm gonna call it triple a yeah triple a is attention appointment and then it is action i'm end out of order attention action appointment the action is they became good a i all of a sudden but that's good it's the beginning of the year we're gonna launch it this year we got this it'll be ready by next month good but nurture nurture nudge-nudge is this idea of hey listen i've got to ask for an appointment and i think we talked about it on a prior podcast but we talked about the funnel the stages awareness consideration decision top middle bottom the funnel yeah lovely bow food tofu and we talked about how that's really just a measure of people's intent yeah their intent is sort of incubating the longer they go the deeper they get into the process of buying or selling yeah and it's really about meeting them where they are in fact the words we use at marketing edge are not awareness consideration decision we call it walking jogging running yeah and so it's that personification of hey where's this person at so that when I do my nudge whether it's a text whether it's a phone call whatever that it might be I meet them where they are yeah because if they're walking and I show up running it's like they're gonna file a restraining order I'm going to be coming on way too strong for sure for sure and we talked at the so funny like we talked about Patrick Ferry and I did this podcast where I talk about research buyers and if you haven't listened this you should definitely check it out research buyers transactional buyers and the problem is talking with a very large portal company not to be named but you know you could pretty much figure it out everything that we talked about is transactional right so if you're treating a a research phase buyer or seller who's just trying to get information like bedrooms baths ready to go let me show you a pocket listing how well does that go yeah you're a turn-off not a turn-on so so you're taking the same exact concept you're just putting it into the nurture nurture knowledge yeah because the reality is like steps 1 through 3 by the time you get the lead we know that the sales cycle in real estate is about two years yeah so if you're doing your lead generation right you know there's going to be this long period between I've got all these leads and what most agents do is they say the leads are horrible they're not good leads but it's a failure to recognize where they are in the process yeah it isn't that they're not that they're bad leads it's that they're not ready yet camon to make a statement there are no bad leads because guess what there are no leads there are human beings right that are on the other end of something that reached out raised their hand they were looking at cat videos on Facebook and they were like yeah I'm curious method I in my home or and they felt like I I almost I'm almost to the point that I hate the word leads I know we have to say it is a like hey this is a classification of someone that raised their hand and yeah but like these are human beings that are trying to do a very emotional stressful transaction let's think about that just think about that all right what's number five and maybe we call them inquiries I don't know I'm with you something just something other than yeah right like like hi my name is Tom and I'm a lead yes right like I'd like to be treated to such please Emily please pound on me for ten straight weeks you know I'm not really interested right now but go ahead yeah give me everything I didn't ask for it that'd be wonderful mhm Step five is measure optimize and scale up so that was a lot there was a lot there slow down say it again measure optimize optimize comma and scale up yes so the idea here is really it's really simple yeah I'm running plays that work I'm positioning my brand everywhere in front of the right audiences yes sources that I chose yes I've got funnels in place that is I've got different plays I've got in place to generate leads so that I can nurture folks I can add value to folks I can nudge them into an appointment when they're ready for it all through the name the name of the game is service I'm trying to meet that I mean yeah I can't decide when somebody buys a house no they decide yes same with sales but once you identify what works what doesn't work what we're gonna do with marketing edge is dig into KPIs so if it's email marketing versus social media marketing what are the different numbers I need to be tracking and measuring yeah so that I can say hey that ratio that didn't work or hey I spent all that money didn't get this ROI or I did spend this money got a major ROI bingo just putting our spotlight on what worked yeah and then making it a dial where I can turn it up bingo that's the bait that's the name of the game yeah then I roll that out as my plan so marketing edge the commitment is you're leaving with the plan yeah I'm gonna walk you through what are some case studies from our ecosystem in terms of what our clients are doing everybody loves us because this is the rnd and the social proof and oh my god Tim Lacey did this and you know what you know what does it frost or whatever you know Dallas - Brad did this and yes yeah but so we're gonna walk through case study at end of day you're leaving with a marketing plan that's your marketing plan your business based upon your brand you know you want to serve and it's stocked full of plays that work yeah not dumb ones you know I love that yep plays that work to help you create awareness generate leads and grow your business so so let's break down positioning your brand everywhere because this this really plays into a couple different things because of the world of social and algorithms changing and you know so we're gonna get into some of that stuff in case you're wondering so just go there first like late layout the position your brand everywhere so people that want to take notes and like attack this can do it right now you know I read a stat the other day and it just popped into my head and it said I can't remember the source I'm sorry I'm sorry YouTube Google it Google it it said that on average the average consumer it takes five to seven impressions to remember a brand yeah five to seven impressions so when I say position your brand everywhere a it needs to be memorable but five to seven times in other words I can't be that person who we were joking about this like I sent an email last year you know that's not gonna cut it didn't work yeah I knocked on a door I knocked on a door one I didn't open it when they listed yeah it's it's a matter of consistency it's a matter of repetition do again and again and again so when we talk about positioning your brand everywhere it's gonna be what are the top four to six channels or plays whatever word you want to use it yeah can we put into effect and use over and over again so let's let's talk Google let's talk Facebook let's talk Instagram let's talk tik-tok let's let's talk email marketing which is no one talks we're gonna talk about email marketing email marketing right now the most current status spend a dollar on email marketing make 44 dollars spend a dollar make 44 dollars let's say forty four hundred percent ROI and I talk to people every day you just commented on it that literally say to me well how am I sent an email and I got all these unsubscribe so I just stopped doing and I'm like make sure you how about like like don't don't put a bunch of people that don't want to be on your email list inside your email list or get a better email service provider or all of the above or have a strategy in a plan we're going to Marketing I promise which can I go there real quick no position your brand first I'll come back to email marketing position my brand first so we have permission marketing on the email of course of course all right so let's talk and this can be just pick you know pick the ones you like best yeah let's start with the simple proven tried and true ways yeah shall we yep simp Oh Scott's now he's a cost prohibitive possibly it is possibly cost prohibitive yes but send postcards don't make them lousy as with all things in content it needs to be good adding value but it needs to help people know that you're there I think about what tom tool you shared it summit but tom tools recipe proposal yes share the recipe yeah recipe was its he sends the same three postcards again and again so again quarterly right March is this a well it's it's you January is the same as April right is the same as July is the same as October right so it's the same thing four times of course he updates it but you get local happenings you get proof of success yep and then you get how's the market yeah that's it every year do that yeah that's a great way to fishing your brain all right you can download all of that literally from like Tom fair calm summit stuff yeah right now postcard I do that to my sources yeah so what's my farm possibly it's to my past clients fear of influence database I position my brand everywhere with what with postcards possibly yeah let's do number two let's talk about can we combine two together sure let's talk about the world of social and video together good shall we yeah social media all the platforms matter one of the words and kind of lumping video in there yeah something I've been hearing a lot about is the word multicast yeah my videos can't go one place and expect to live they got to go all places yes if you look across most every social platform right now they're all gaining in popularity they're gaining and users and they're being saturated yeah which means your reach is going down and so you think well why should I do this if my reach is going down there's got to be something better and there's not yeah it is still in my mind the most cost-effective and overall effective way to position your brand in social media the challenger that is is what do I post yeah that's where a lot of agent struggle and it's where I intend on putting a lot of my focus like today and at marketing edge is talking about what you're supposed to be posting and across which different platforms yeah so so give you some insight give us some direction here yeah so I'm gonna teach them that there are six we call it buckets like bucket listing there are six buckets that I'm going to create content around the first one is real me so we're gonna go through and bill at the plan I need to talk about me and I'm just this oh he just puts listings up there this is a robot this doesn't build trust yeah doesn't work yeah it's a business but but what are people buying it's the dolly parton challenge that was just out a couple weeks ago that you show the funny tinder version photo of you Facebook Instagram LinkedIn right like everyone's laughing like if you if you saw if you know you know and if you don't like wake up yeah but it's real me and if you're a team it's real off story what do you have hobbies that's you and your kids that's you and your family it's you and your dog it's you and your cat it's you and the things that you'd like to do when you're not selling houses and some people are like with Jason I don't want to show pictures of my kids this stuff on social don't then don't don't yes you have the cult you you can Gary Vaynerchuk doesn't know and then I have other friends that say I have a beastly dog and every time I post something with a VSO dog and I do the hashtags Vizsla dogs I get like a lead I get an inquiry I picked it like seven new friends like it's bananas right so you know know yourself it's a niche right exactly so what's what's number two real me is number one number two is knowledge broker you need to be informing people about what's going on in the marketplace we're gonna I'm gonna get into video and stuff in a second I'm just gonna go really fast through these number three is hyperlocal you got to be keeping people yeah I'm kind of a prize that what's going on locally be the lifestyle expert be the amenities expert be the person who knows your town the digital mayor same kind of a concept there yeah the next one is agent behind the scenes this is this could be similar to real me but it's like hey don't be the manicured everything's perfect looks great for you yeah kind of it was behind the scenes yeah do you know like tear DeCarlo she's awesome at this yes she's in Manhattan Beach yeah she's awesome it just living the life day in her shoes yeah as a real estate professional yeah she'd be a good one to emulate on just agent behind the scenes what's it like let me make it super actionable for you I taught this the last two days with a bunch of agents all over the world and I basically said look if your ideal schedule is a morning routine that fires you up and then you get to the office at the same time and then you next you look at the hot sheets and you like in your ideal morning routine it's not bad to go hey guys just came out of the gym super fired up wishing you great day you know get out there right like if that's your tribe and then I said and then when you go through the hot sheets would it be nice to go to just go hey guys I'm just checking out like all the new listings in the market right now and did you know that just any did you know yeah the average days on the market is now down to four seconds that the you know we're in Seattle there's now a 0.0 percent of inventory like it's just just it's just letting them know you're doing work I'm a professional so I gave them like five examples of you know beat before an appointment after employment am working on transactions him working on marketing and you're just stopping on your Instagram stories or your Facebook stories or your YouTube stories and you're showing them behind the scenes and when I said it Jason that's twice I mean I literally saw I rig like this hold on click and they said I'm just gonna put it right my schedule yeah right easy so sorry dinner well I think there are two reasons there are two things that stop people from doing that one is they forget about it they're really busy and go at Bingo which is why you said putting it in your schedule bingo or setting notifications to go off on own yes but the other is a lot of people are like well isn't that really vain for me to talk about my life like this and who really cares about all these details and I'm like they don't have to follow you know I they asked to follow you so are you gonna let them or not yeah last time I checked real estate agents on television do really well I think people are really interested in 17% of the GDP of the US there's a channel out there what's it called GTV and I think Bravo does it a lot too and a whole bunch of other shows I mean so I just listen by the way as we talk about this and there always is someone that'll say to me you know I'm just I just a guy you know like they don't say I'm a secret agent but they just I'm afraid to put it out there and my response is like say that to your next seller hey so I just want to be clear like I'm kind of afraid to put things out there like what's the seller gonna say to you well how are you gonna launch my listing like what are you gonna do it okay I got mark over here Park over here who was like the chief staff writer for Hobbes and herder forever like I'm going old school right mark I mean could you imagine saying that to a seller like I'm really not into marketing right I'm not an immodest marketing this with me like to scale it back yeah your most expensive asset I'm not gonna shoot any videos matter of fact no postcards nothing for you yeah but that will be full commission yeah but it's about I do want a full Commission alright sorry we're making fun all right you know our hearts what about this minor five you're on five number five is social proof okay social proof and I got it I'll pause here for a second a lot of agents really struggle with social proof and let me define what it is yes social proof is just listed yeah just just sold face 475 folks trusting us to help them buy their house this year it could be a map with a budget pens could be a house a soul beautiful bunch of houses thumbnail photos lots of different ways to do it agents struggle with this because they think it is so self-serving yeah but it's really not self-serving at all because have you ever really gone through the process to think about what happens like what does it take for me as the party making a referral what does it take for me to have the confidence in you if I'm gonna refer you to my friend because whatever you do reflects on me bingo and so when I'm trying to basically condition people who are able to refer me I've got to make sure that they see me winning yes because if they don't see success then I'm asking them to bear the risk and responsibility of hey I don't know how this is gonna go yeah but if they see proof in the numbers that what I'm doing is working on a regular basis I'm now putting them in a position to say with confidence hey I'm gonna refer Tom ferry because I know that when I do I'm gonna look like a rock star but that's what he did last year right like how about have you seen it just on a side note have you seen all these great new commercials just okay okay so here's my taxes right now yeah they're just okay right or yeah so you're the surgeon there okay is he pretty good yeah he's okay right like but but that's we're talking about like people are afraid to say there's a wonderful book called shameless self-promotion yeah and and I think the title really was designed to punch people in the face that were afraid of saket emotion right shameless self-promotion I don't want to do that need to read the book and it's like well wait a minute like all we want to do is we want to be in the consideration set of more people starting with the people in your database in your sphere and your farms and everything else if you want to be on the consideration set you have to remind how do you think that we will vote for the next president of the United States one or two right all those people out there right they're gonna be like this hey hey you might say Tom that's horrible and I hate politics I can't believe we're bringing it up but that's the strategy that's politics and by the way they do an online offline face-to-face I mean they do it everywhere like that's the game and and look maybe you don't want to be the mayor of your town but don't you want to be on the consider said of more customers like everybody's got a friend of real estate every Scott seven friends in real estate right it's talking to one of my constant New York City she's like how do I separate like all my friends have 15 agents that they know and then they don't like five that are on television how do I look you just want to be on the consideration set you're right you gotta just get an interview exactly I think if they do go back to the first question which is why don't it's do marketing yes and maybe you're in a position where like I'm not comfortable with doing any of that that is your choice but you get the consequences one way or another to not do it yeah social proof it's really not about you it's really about giving people who are following you yeah a sense of confidence that you are referral yeah yep I saw Brian Ryan Serhant I think I actually posted this last year Ryan did something that was great so big shout out to Ryan he actually said here is the list of every agent I did a transaction with last year and he recognized all the agents so he didn't do the houses he was saying I'm just so grateful for all of these other brokers right in man and I was like that is so any email social I mean I was like Ryan because you took the same exact thing but he flipped it on I just want to thank all these brokers for helping us get the job done it was so smart I'm gonna say my referrals to him yeah exactly wait he works with everybody and everybody loves him and they all worked well together I wanna I feel like I'm missing out I'm gonna go into that and get involved in that and and what does it apply cuz every address was on there right every address and it was just like you thank you thank you for all the burgers we got to work with ok what's the what's the last one says number six is buzz worthy okay so buzz worthy this is not and again when you're doing your own social media as the agent you're the painter so bingo I imagine you've got the paint tray you got red and blue and purple and whatever colors and you decide what camp what goes on the canvas yeah social proof how much you pick yep knowledge broker how much you pick real me how much you pick it's your prerogative yeah buzz worthy needs to be probably like the garnish a little bit you don't need a lot of this yeah but I think about Tyler Whitman I think about some of the videos he's created sure it must be let's be candid when I when we start showing examples of hey what fits in this category what did Tyler do what did taya do what do people do some of them are gonna be like oh it's this and this category that's okay it's just a matter of saying like hey take pulse of my social media am i covering my basis yes am i one dense phony doing the same thing every day all the time yeah so buzz were the good example of that is like a fun commercial like like Tyler does Zachary fallas does a lot of buzz worthy stuff in fact no no tell it tell us about the guy that we were just looking at a space book page who said like did you know know know that did you know in my town oh oh mike riches yeah okay okay so now by the way Mike Rich's facebook page is gonna blow up I know right right but it should blow up because yeah okay give the stats on before you tell me what it is so because the numbers are gonna go skyrocket after this give the stats of what happened on this particular first and then second video yeah yeah and and and then I'm gonna have them share the concept with you guys and you're all gonna say Mike thank you alright so Mike riches is an agent and I'll give credit where the video so the video content yes concept came out of our ETV which is Tim Macy's Facebook group yeah so cotton Tim's one of our coaching clients down came out of there I'll give you the title of it in a second yeah but it's been being ripped off and duplicated all over the country of course and it works every time personally my coaching clients I've from California to Delaware yeah it works every time yeah so listen up everybody's a record-breaking we call it a view magnet as terms of video so the first video that Mike posted which its riches residential real estate in Delaware New Castle County first video had about 30,000 views on his Facebook page organic you sure you didn't pay for that no you did say organic pretty quickly yeah yeah organic and what's what's crazy about it is it's not like he has a hundred thousand page followers yeah it's just a regular real estate agents Facebook pouch you know thirty thousand yeah he just did the follow up it's still growing but it was only ten thousand yes they looked yeah yeah so he's done it twice and the concept is called you know you're from blank if and then it goes through like it again hey you know you're from Corona del Mar if you know you're from you know what el Chattanooga is right or and you might even go hyperlocal inside of Chattanooga right so right not as maybe broader so like I can't say you know you're from Los Angeles if you're better off say you know you're from South Pasadena right or like East Nashville and it's kind of sticky stickiness to exactly and then what he does is it goes through nostalgia if you remember when this building was really that building yeah remember when this was that if you ever went here and swung the ball at this yeah it just goes through a list and in fact I'll go I'll go deeper yeah it's not just the inator from if and I'm kind of jumping around sure this is buzz worthy but it's what we do yeah the whole idea of lists in your videos another thing our coaching clients are having success with is top 10 lists oh yeah top 10 local parks in such area captain breweries downtown in such area yep top 10 highest price points or best price per square foot and so and so yeah and they just build a top 10 smallest homes sold in 2019 right you said was expensive but everybody does the most expensive I think doing unique strange ones will become more buzz worthy than another you know who's got the big bucks in yada yada yada not saying that's bad but just everything about there's another video that Tim Macy's doing that I quite like you know it's a serious he does called what a million gets you in blank oh I love it what a million gets you in blank and by the way when you look at this the headlines up here on their Facebook it's their video and we're not talking about like over-the-top text it's just no black what it gets you at million dollars yeah right any tours the house yeah and it's basically HGTV yeah cuz remember people actually like yeah watching real estate and being a part of real estate and it creates a fear of missing out and I want to work with them they look so awesome it looks fun let's go buy a house shall we thank you people want to consideration said I just want to be um I can say um no sorry you can't work with me you have to talk to someone that knows me likes me and trust me get referred in that's the only way well here's something to you like a kid at these six categories yeah knowledge broker hyperlocal there's a lot of real estate in there and we could talk about where people at as far as intent goes but as far as all this positioning my brand everywhere none of this is heavy-handed I'm not gonna force you into singing a Hello what is the Staten years people buy yeah yeah yeah every town now they're saying 10 to 15 and if 50 10 to 15 interesting but just interesting right yeah and the question always goes back to we talked about two years ago at Summit which is what do you do a tremendous certainty once a decade right what do you mean look at a decade this wasn't as popular all right Zillow 13 years old Realtors 20 years old but it still wasn't culturally the thing as it is so everything has changed so this whole position yourself everywhere yeah can I can I ask what about like the right photo the right look like you know you still see some people that look like I got a gal who gave me a card the other day and I was like sweetheart like really really like the photo was like 45 years ago I mean it was it really was legit me that bad and I loved her she's a great con I'm not gonna say her name that would be rude I just said hey look everyone knows you look like she's like I know but like the vanity right so we want to we want to make it look too good right and I think that's a mistake I would agree with you I so so hence why the age of behind the scenes and in fact it sends a signal of distrust this person is concealing something from me they're not telling me the truth yeah when what we know based upon every consumer survey on the planet is that transparency and authenticity absolutely matter yeah so like let's talk for a second about social media business cards website whatever it doesn't matter it needs to be an accurate reflection of who you are yeah people buy you hmm it doesn't have to be the prettiest thing ever you don't have to be the prettiest thing ever it just needs to be you and I've used this before I ask people kind of like rhetorically how good does an agent need to be on video in order that it's a viable channel for that agent even consider being on video and they always guess like not very good or whatever but the answer is you need to be as good on video or as good on social I can say as you are in everyday life if I bumped into you in line at the grocery store for having coffee if you're hanging out yes that's how good it because it's worked for you this far exactly why should social media buzz about your business yeah why should it be a fabrication online when people are gonna eventually meet you Thanks so it needs to be an extension of hey this is the real me it's so funny it's like it's like everyone knows it's cliche what you see is what you get right when you walk the talk all those funny little cliche lines but but it's just so true like today all this does like social just reveals who you are right right and now some people will not make a mockery of it but they'll try and make themselves you know ooh getting on a jet I know and I'm actually not getting on the Jacke yeah carefully choose what I'm doing right now you know this moment of this killer insane restaurant everybody's laughing I'm like really will like show me you high override roads on the ground you're like yeah yeah right I mean like just keep it real people keep it right now like everybody everybody knows all right you said postcards videos social yeah you think we cover social video for now well probably something like yeah we're going to come back to it but I want to talk let's go back to email for a minute let's do this is a this is like one of those I mean I'm gonna tell you as a company you know anyone that follows me knows right we send out an email on Tuesday and Thursday why cuz it's to the highest open rates for email and when we look at our email from the standpoint of reach connection touching people getting feedback getting clicks watching whatever it is it is it's it's here and then everything else is down here it's it's so big that we don't even put it in the like the competition of which you know what lead source is doing better because email is so good and yet so many people are missing the mark on email like help us like they're like not well some are phoning it in but that doesn't really apply or somebody some are doing great now I do you want I mean I could literally start rattling off names of people that I think to a phenomenal like their agents and I open up their email and I'm Dan Blackwell CBRE local apartment selling real estate commercial broker started about a year ago putting videos into his come and he would do this hey guys Dan Blackwell Cola banker are you know CBRE he didn't say go buy her CBRE and he's like hey today I'm going to show you a six unit property right here in Orange County floor you know did you know that this building was built in 1964 and at that time they little bit about and then he walks you through the property whether it's a closed or an open listing all of a sudden his know - right he's the only commercial broker doing it his emails are so good no yes he's a client I like him he but you know what I don't have a lot of time but I make time cuz I'm interested in what he's offering it's something to think about absolutely so as far as email goes what do we know about email one it's yours if somebody gives you their email address and I'm gonna underline the gives you their email at you were there yes family no not I bought their email address and therefore I can email them yeah I'm gonna go back to 101 with Seth Godin mission based marketing yeah permission-based marketing don't spam people there's actually an act against doing so so don't stand people but let's assume that they gave the consent to be emailed my regular basis that's like them saying hey I am giving you permission to reach out to me in one of my most accessible places which is my inbox right whenever you want yeah that's a pretty big statement whenever you want that's permission because when I go on Facebook I'm trusting Facebook to algorithmically show me what its gonna show me based upon what's gonna make me happy in that moment yeah if I go on Google I'm searching it out okay I gotta make a comment though I'm not talking about you put a buyer on the MLS search not let's think again I'm not talking about listening alerts I'm talking about email marketing like you do social like you do Direct Mail like you make phone calls like you see a friend at Starbucks it's that in spend a dollar make forty four all right email is the goal it's the Golden Goose it nobody we're gonna talk about it's hot when we can actually break it into two like we should break it into two sides of email it could be email that's designed to nurture yep an email that's designed to call to action nudge the professor started to take notes here I like this yes it's what I got to do what I got it so give me like three four things that I should start doing immediately if i if i'm not consistent with the email just tell me what to do just teach me what do i do all right let's start from the very basics you need an email service provider Microsoft Outlook and Gmail are not email service per thank you thank you you needed like a bomb bomb a mail channel an Emma a convertkit Aweber get response so we have a couple options in Fox you got a lot of options out right yeah you need an email service provider at least one yes I'll go so just to be clear even a service writer is a piece of software that is separate that is just about sending high-quality emails and then tracking and measuring the results in the performance so you can make better decisions and send more and get a better response yes it's a one-to-many Scindia so instead of sending one email or I think you can do like 300 in a day without look it's it's meant to be a blast is it have to be one too many so you need to select an email service provider yep there's a really good chance you already have one number two if can I can I bring in another group please so I'm not doing any email and I'm doing email but I'm not actually doing it yeah can we bring that one to Liz I'm not canned content is all bad there are some really great companies out there yes Srikant I agree I would argue that the ones who are best at it are the ones who invite you in on it and say hey we want you to take this and run with it yes I'm actually thinking about keeping current matters those guys do my unbelievable job of saying our product is best when you add yourself to the product yes it gets you started but that's me and yeah all my clients use KCM they get great results from do it here's the National tell them the local that's right it's all it is they give you all the national stats now give them the local that's right eat the local expert who can talk both right so number one is getting a TSP email service provider number two is if you're doing canned content you don't even know what people are like again these people said hey yeah Tom I'm gonna let you email me whenever you want yeah yeah and then you don't even know what you're sending them yeah I find that to be just a slap in the face I find it be disrespectful I mean maybe I'm being a little bit bold in the mountain saying that but it's like what an unbelievable Channel and again you live in a world where Instagram Facebook YouTube whatever the policies change yes the algorithm changes our reach goes down you lose the ability to have a way to communicate with your audience but there's email it's always there always and I remember like last year everybody's been talking about facebook Messenger yeah chatbots facebook Messenger guess who's getting ready to roll out new policies in March facebook Messenger bye-bye actually they're already out I'm just going to actually start enforcing them yeah in March where if somebody opts into one of your messages you can't hit them within 24 hours after yeah so it's gonna be a big limitation as far as Facebook Messenger goes but what remains email it's this guy right my fiown I think most of us have it like right at the bottom of our phone right in in like a you know thumbs reach cuz it's that in consciousness email they remain sit next email yeah now they're all regulated CPA yeah regulating with phones voicemails all that stuff yeah you need to know the rules we're in business but I look at email is highly effective yeah next thing I would say about some of these not doing email marketing is they need to come up with what's the campaign I was just gonna say please talk themes right just go theme theme attic throughout the year right and then and then you you put in some real estate stuff I was TomTom's I'm told three three postcards a month well we got three postcards it was market update social proof group successes local happenings yeah those are the three so what if I did three emails a month exactly exactly what if the email and the direct mail look the same huh what am i goodness and then the social post looks the same we call that omni-channel and as fast popping into my head and it may be wrong but I believe the stat says that brands that use the same looking stuff on different channels we have as Omni channels actually get a 23% higher rate of revenue now I'm pulling that one way out of memory somebody's a Google know somebody's the Google that one but I think I'm right in saying that I'm gonna make a statement I'm waiting you and I have such a love affair with marketing I think sometimes we come across like I just wanna I just yeah I know I just want to I just want to apologize just I'm sitting here just observing our conversation and just for if you're listening and watching right now and if we're coming across jerky I'm sorry the intention is not that it's actually more just I don't know that you but like my heart goes out to people when they get it when when a Tim Macy goes from not doing video to be to now having his own like channel on Facebook everybody right like I just want to be clear so if I if we can if I came across in any way shape or form cocky or no it's I've made every mistake I send 125,000 Direct Mail postcard or postcard letters letters first class stamp guess how many sales I made from it zero zero quite an arm yeah so so like my passion for marketing is I don't want them to make the mistakes so I just wanted to say that I just know and III would echo it and say every business has ops marketing and sales and I look at it as my mission to help business owners figure out how am I gonna get a pipeline because what really makes me angry is when I look at in really quality agent they're phenomenal taking care of customers and nobody knows who they are and they're stuck it frustrates me but you know an email like let's keep things simple social media the content creation and there's a lot of there's a lot of steps involved in doing that yeah and it can feel like another thing I got to do yeah I want a burden of responsibility but I look at email and I'm thinking to myself open houses where people consented to hear from you yes spiezio or whatever else where you're watching all that data yes all that stuff what if you two three one time even a month send out a valuable email yeah I had a conversation this morning with one of my clients on one of our coaching sessions about hey you know what you should do on Bom Bom once remember that video you showed me with mark yeah the one who texted me yeah I was like what if you did that and I'll explain in a second what if he did that for all your leads once a month yeah and and what this this inside conversation were having was is Tom sent me a link to a Bom Bom video of another agent I think he was in Toronto if I'm not mistaken who he was just doing an outreach with Bom Bom and he was doing a screen share so it's his screen segment than one like starting yeah from the world we learned and he was like following up six months after they bought their house yeah super sweet the way I did it he was very kind about it yeah and he was saying he zoomed in with Google Earth all the way down he's talking about it he's like little in the corner his face is a thumbnail yeah in the corner you know and he's talking about their house and you can see it's bigger than the other ones and he really had pride talking about their home and then he switches over to MLS and he says just wanted to give you a quick little six-month update on what's happened in the market and about your house this isn't the same as your house this isn't an official seems like this one's too small but but I just want to give you the update yeah I was like so I talked to my client this morning we showed him that video yeah and I said what if we did this but for all your leads because he's in a resort based market oh yeah and he's got all these people who are thinking about buying vacation or moving to his market place I was like what if once a month you took it upon yourself to be the guy who keeps them informed so that if they decide to make that plunge and move down there they're absolutely informed and who can they thank for that it says it's all you right that's you should have to serve out of the night and if I can serve you in my marketing it's like Jay Baer said Jay Baer used to say make marketing so useful people would pay for it mm-hmm and I'm like that is the attitude behind a good marketer because in fact it's the attitude behind a good business owner yes good business owner steps in and says I'm gonna serve people at the highest level and then when they realize that marketing is just another way to start serving them sooner that's when everything works and go Bango Bango Bango okay so email marketing let's be clear ESP ii campaigns thematic right whether it's bom bom video and/or print and and i get emails from like i'm gonna now space on her name and it's just horrible but basically you know she does it's it's here's five things that are going in the marketplace here's a couple and I'm actually like drawing it on the actual email that I see like here's what's going on the marketplace here's some sounds you should know about like just kind of like ticker tape stuff right and then here's some things that are happening in the marketplace I think I just reversed those two in the area and deals and then just a thoughtful like two paragraph expression of like what she's sensing and seeing in the market or maybe a recent transaction that happened it's just and it's almost like it's the same thing and I remember the origin of it she's like you know I realize everybody asked me the same question how's the market and she was and I know the script Tom it depends you're gonna buy sell mlz sure I know that script she goes but they want more than that yeah so she goes this email I just I'm driving around in my car and I just go oh and then later two paragraphs very simple basic CTA nothing crazy right it goes out it gets open she stays top of mine it's just one more consideration so that's a good productivity hat by the way using the voice memos to record it and then yes yes yes because you're usually thinking better when you're doing that and you're in your car right when you shouldn't have your phone but you all do alright so let's let's go back to let's go back since we're only on question two and I think we've been going for an hour we talked about position your brand let's let's talk about what at the top three mus every agent should do from an online marketing standpoint in 2020 all right let's start with the obvious number one my you must and again I don't want to be negative in my I don't wanna talk down our viewers but do you appreciate when I said that like it cuz I mean cuz you know we know I was gonna love this and I like we we play we play because we're close and we you know so you could come across cynical and like that's not the intent right thank you passionate its passionate yes yes number one you must have a recurring video show yes that's number one I disagree you should have five that's what I have actually well funny you say that yes because I don't want to make people like sweat and stress out but one of the points a marketing edge is make every video a series yes and so it's a new little rant I've got yeah can we go on like a really quick like little case study sidebar with this brother it's your show I'm just to ask questions people are like I'm getting whiplash in this conversation I don't know where you're taking me welcome to my head I live in this yes exactly welcome to marketing edge so my little boys they love the youtubers dude perfect have you ever seen do perfect yes they're fun to watch do perfect and I think they made like do perfect is good dude you're fun to watch and they have like millions and millions of followers and I think their ad revenue on YouTube was twenty million last year I own just that yeah not to mention endorsements from Amazon to think about think about but if you go to their Channel and you surf to their videos I actually audited them which I know that's lame yeah but I did you're like yeah it's lame no I think it's perfect I audited them they do series everything they have a series called trick shots yeah they have a series called battles which you can go look at the channel they have a series called stereotypes and they have another series called I can't not Siri Siri thinks I'm talking exactly series yes to be clear yes and they have another series I forego today's and I think they're launching a new one this year yeah but if you look at it once a week they add to each of the series now what basically they're only posting one video a week yeah now they're awesome videos yes but it's like one video a week and so I say every agent should have a video show or five yeah but what if or four so what if I what if I updated my video show once a month but I was putting out a video once a week because I'd that many series what if one was top 10 list or you know you're from if yes hey drive time with Christophe choo like driving neighborhoods and talking about properties and then hey it's out and about in around town right just shooting videos of you around content is the easiest part yeah like Larry's say that there is so much content around you that everyone in your community is interested in you just kind of stop and notice yeah well I got genie he's in DC matt cheney started two shows yeah he and they do once a month for both of them you know the one is called on site with matt cheney where he's kind of a history buff so he goes into these old neighborhoods of DC i love it and the whole shtick was you're gonna be like Anthony Bourdain just it's gonna be fun to watch we're gonna follow you around on camera and he it's a beautiful show three to five minutes he go three talks about the history of the neighborhood and then he always has this pivot let's talk real estate and then it goes into the highest price and it is unbelievable how many people watch that thing yeah even his own family members are saying and that's pretty cool it's pretty awesome yep and then he does another series called capital luxury update with Matt Jeannie and so what he does on this home is he goes into luxury listings and he talks about trends so he's touring homes he's talking on trends in the marketplace and it sounds like an HGTV show code or Bravo oh yeah but here's what's awesome we talked about like what are the biggest benefits a year in two years ago you said I couldn't have done that I wouldn't been able to operationalize it yeah here we've done it a year in what are the biggest benefits yeah and you know what he said he said man when I do my hour of power and I call my sphere of influence they always take my calls oh yeah they want like I see her I see you everywhere oh and that do you guys hear that I see you everywhere that's the magic bus position your brand everywhere you don't kills it to a good one for all of you guys to check out on Instagram is Carrie White she dies Carrie reaches such Cary TV right and she's she's so warm she's so bubbly and and you know like the first thing she launched with was like hey I'm gonna talk to about the 15 lessons I learned selling real estate the last 15 years and she's like first of all hello I've been selling real estate she was so reaiiy too played at the summit last year I'm like yeah this is so good and here's the thing I want you to get before you say oh my god another show are you sure like I don't know you know what if I only get 65 years would've only get 400 views I want to remind you about how much time it takes to call 55 people to call 865 people and say hey I want to let you know if its own real estate for 15 years and here's the most important lesson I learned that takes a lot of time to get that number views right so if you get three hundred four hundred eight hundred a thousand thirty thousand views you just touched 30,000 people and you may have been asleep or going to the bathroom or on a listing appointment or doing in it you're scaling your trust unprecedent scaling trust it I mean if you look at any stats from any like whether it's HootSuite or sprout social or later anybody who's good enough stats and reports on all platforms video is dominating yes it's almost the same principle as social proof yes like social proofs really not about me no it's really about giving people enough confidence yes if they feel confident working 100% I would argue videos really not about me either no it's really about being vulnerable enough to put myself out there so that people can watch me get to know me and kind of try me on and see if they like me before they choose to work with me yes so it's really not about you it's really about other people I would say number one of the three musts is you've got to step up to the plate with video yeah it's it's not innovative it's expected at this point in time and it dominates on every platform I was thinking about this is silly but I was thinking about it this morning have you ever heard the old saying anything that not really been told in the last 10 years anything that can be automated will be automated yes the tech saying yes I was like anything that can be video will be video yeah that's just the nature of yes yes cuz there's tag hashtag that is a long hashtag but but I want it anyway can I get that on a sign in some place anything that will be video or what wouldn't be video will be video yes yes yes I think I need a t-shirt that says that that's a really good let's get that will give Jason credit for it thanks I'll give him like two shirts all right so number one is video number two of the three musts I need some guidance here okay should we do like hey let's be no-brainers about this or should we be more newfangled about this go newfangled all right so but just find out yeah just define newfangled I think that may be the first time I've said rap friends okay fresh trends yes that I understand Attell you like you should be doing open houses you should be doing horse before of course of course you should be doing that you should call your database you should do should be texting people you should be yeah this one's this one would be a good hybrid is this newfangled it's ish newfangled newfangled issue fangled ish yes ash tag um fangled is you know how you coined the term mega open house yes I just think it needs to be a full on mega event strategy oh so it's not even an open house it could be you know a listing launch it could be just bringing all your best people together and doing something educational or fun you know the far group I spoke course they did when Star Wars launched at inna 2019 yes they had there was like there was their first ever my party yeah and they sort they had to go to the biggest theatre they sold it out with all their people come in it was opening weekend yeah so a pick the right movie but then we were talking about it and they're like well I was like the challenge of doing a movie is the lights go out nobody talks so you're not gonna get to mingle yeah so they did trivia Star Wars trivia in the beginning which was awesome and I had them we looked on we look found on walmart.com they have Death Star beach balls so we got those and they could toss them around the room and it was like it was a photo op for all their people if we're sure that's a mega event yes if you ask see I would have literally brought in like a Darth Vader carrot like so we just had a Darth Vader outfit we take photos like with Santa like is it I want photos with my kids with Darth Vader like I'm a Star Wars man I want to go up could the far spleen invite me to your next one we did that it's a company for your side that the movie theater think has been around for a long time and everyone that knows knows yeah everybody you don't pick the new movie 1917 and show everybody a World War 1 film like that's probably not your you know I mean probably not a good idea kid movies amazing it really grows into hit frozen - you can just go right anything Disney write anything Pixar just go right on down the line and it's a home run home run yeah so like mega events could be mega open house is it could be appreciation client party he's kind of a thing it could also be I'm thinking about Erik Eickhoff he's owner of Fulton Realty in Minneapolis yeah we call him Fulton forums but he doesn't I was thinking Fulton prison but that's the yes all right different yes keep going he does these weekly and the way they promote these I screwed that up yeah oh that was trying there's a nest yeah yeah yeah close enough yes okay anyways huh more a TD go well speaking of holt okay Fulton forums yes forums so once a week they do like these networking events yes and I kid you not they're getting anywhere from 50 to 150 people to show up every week and what's the point like what do they talk about investing in real estate at all oh yeah they talk about I've got an Airbnb but what's crazy is the people who are coming are people who don't own investment properties the people who just they're young couples who like we want to build wealth with real estate or whatever yeah so he's we've lit like literally thousands and thousands of leads it generated because people register he uses Facebook event pages sure ties an event bright link to it so they have to register to get in and go so it's it's a pretty smart little thing but mega events would be like my hybrid traditional with new-school newfangled ish you know it's interesting so I was coaching this gal Christina Martinez who I want to say she was number one or number two in the world 4c 21 for a couple years in a row and just it's just a beautiful person inside and out and she says to me one day look I I think my real niche is I I basically talked to people that owned a house with a lot of equity and I tell them they should sell that house take the money out buy a duplexer of four-plex and then go buy a new home that will have greater appreciation historically in our marketplace and I said how many times to do that last year she's like 30 of the like hundred and fifty transactions I said what if you did a seminar about that Wow and then you you had she said oh she said you know she's just beautiful you know Filipino gal and she says Tom Lee very very religious and just you know just everything is in the right place for her like emotionally for people right she's like I don't care if they do it or don't cuz I just I don't want to find people that like want to sell I want to just find people that like this is just a good idea like everyone else is trying to find like you know listings I'm just helping my clients create wealth so by the time we finished right our our work together which was about six years together she was doing events like at the Fairmont in San Jose in front of like 900 people I mean like this is like this is a this is a Jason Pantano marketing edge you know the the big screens and all in Creative Artists Agency right and it's just she's one after another and Cristina is so bright she would say you know okay here's Tristan you know he and Stephanie they bought their first home for me like six years ago and it's appreciated this month you know this much and I called him and I said you need to sell that property listen to me he were smart enough to buy it you need to be smart enough to sell it and then they did and guess what I got him a duplex and it was an area that they wouldn't want to live in but it's okay because now they're getting positive cash flow they're gonna make money that and I got him a new home and it's appreciating like crazy and then Tristan and Stephanie would stand up and they would tell the audience that they were nervous and this is how they did it it was like it basically was an infomercial like that would be the way I would describe it but not in the bud wait there's more if you act there was no lake KCET a call now she just said so I just wanted you guys to understand this is the process here's the opportunities this is where the duplexes are this is where the four perplexes are and then she educated him on the investment side of the business and literally she would she would bring people up they were like single moms right with three kids that you know this is like this is the nest egg and then they sold it bought a newer house got appreciation plus got some units you're talking about truly transforming someone's life so I'm I didn't mean it like no I'm so passionate about what you're saying mega-events same rule though all the money's in pre at and post mm-hmm right Meg open houses all the Mazen pre-marketing yeah telling everybody about it any we're gonna come getting people to show up at the event having a strategy and then your post in terms of your follow up right if you don't pre at and post then it was just an event woman it goes back to step four nurture nurture nudge there you go all these people come to my open house they're probably 10 to 14 months out from making a decision yeah I would naturally assume they're there to buy the house but they're not we know don't know anyways I digress yes what's number three or do you have any other Fandango Li Fandango that's a good works you know yes it can I get fend annually calm somebody could ping Mark Lee right now I want vendetta calm it's got to exist or at least on Io alright so what's another offend angle let's do let's let's go Fandango Lee on this one this one's been around but it's been tweaked yeah can we call it like you know like guerrilla tactics from a guerrilla force yes yes we were texting about the Saturday I call it guerrilla farming yes I'm so glad you're going here okay good guerilla fighting and I'll give you kind of a use case for these came from imagine you're in a market place where the farm is dominated by an existing agent yeah and then you break down what is that agent doing to dominate in the farm right now and nine times out of ten the answer is they sell a bunch of houses so their best marketing is yard signs with sold writers in a farm there is no better marketing than yard signs with sold riders none yeah but then from that point on what's their only other marketing probably postcards okay so can I give you an argument - you wanna know the worst marketing is what's that a for sale sign sits there forever for six months and you have lots of them and the market base we were like wow I thought Courtney was a good agent I guess not there's a tipping point where I go up and down and they see a lot of them with everything else yeah well and I think about even in my own I've seen it in my hometown there are agents where they dominate an area yeah and it's it's also not just their yard signs but it's also pointer signs and directional signs where they own the turf yeah but anyway it's that's guerilla for guerrilla farming so they typically beyond that all they do is postcards usually so imagine what's the cost of a stamp right now I think they just raised it should be my five senses guys think about it sense but if I says and maybe you can get it for last for like yeah kind of a thing but EDM I think is more like wait less no I think that every door direct mail oh I see I was thinking about yeah sorry no editing I was actually think about like electronic dance music when you were saying that I was like really it's really awful well there you go so all right so so Direct Mail cost of a stamp cents so I would encourage you from a guerrilla like ok guerrilla farming is all right what can I do that would threaten that that would be able to kind of step in on that but cost me way less money so I get way more scale yes and I would give you examples of a like Social Media targeting would be one thing we know that Google ad products let's talk about Google for a second Google ad products can still target down to a one mile radius where Facebook can do a faceplant more no not unless you already have that data and you can upload it as a customer list which I'm not going to go there right now now but with Google you can still do that in fact you can get down to a one kilometer radius yeah on Google yeah now Google has multiple ad products they have their Google search ads which is what everybody thinks about they also have YouTube ads so YouTube is controlled by Google owned by Google so all the targeting I get with Google I get with YouTube as well which means and YouTube has two primary ad products they have what are called their in-stream pre-roll ads which are the ones that play and you can either either you can't skip it like it's six seconds and you can't skip it that's called a bumper or it's like 15 seconds and you can skip it after five yeah same difference their in-stream video ads and then they their video discovery ads those are the ones that show up at the top of the search results in the youtube search platform YouTube is the second most popular website on the planet it's the second most popular search engine on the planet it's the second most popular website in the u.s. mm-hmm second only to Google so here's something to think something to think about right I would tell you like YouTube ads are a way to start yeah but then you got to create the videos potentially you even want a simpler way than that I would look at the Google Display Network okay below some videos just for a second then would you display now we're axilla queer talking about like you know hey you've been looking for real estate I'm Tom ferry right you got to punch him in the face cuz you only have I like I like what Shawn Ryan did I was thinking about his - right go ahead he has 6 seconds - Shawn Ryan he's up in Sarnia Ontario he goes I only have 6 seconds to tote your home is worth so click here yeah it's funny yes totally ripped off from which one of the insurance companies or whatever it is exact but it's it's fun right it's fun and a lot of people like that's I would be doing like I'd be doing like hiring just an OK real estate agent right I would play off that because that's such a cultural thing right now yeah all right so we know video we want to talk display let's talk to the Display Network so first of all if you don't know what it is have you ever struggle Google what is the Display Network what is the Google Display Network yeah but I'll tell you you can just keep watching don't click off keep watching see I'm trying to help you out good thank you you're welcome I need ah me too I digress Google Display Network when you're surfing around the web and you see like little banner ads it might pop up there in the lower corner they're skinny across the top a nurse they're tall and skinny those are all called display ads and they're typically placed there by Google Google Display Network has about 2 million websites their websites with a lot of traffic and those websites with a lot of traffic say hey Google we will sell you shelf space for you to place ads that you sell off to advertisers like us yeah who want to be in front of their audience and you have lots of different targeting options you have the same targeting options with Google Display ads as you deal with regular Google ads as you do with YouTube ads a lot of agents are like oh you're talking about retargeting no no you can use display ads for retarget him but that's not what I'm talking about one of our coaches is doing this right now David Caldwell mm-hmm David Caldwell is is a one mile radius inside of his farm and he targets people with an interest in real estate so like realtor.com Zillow calm whatever just interest in real estate he targets them he gave me his analytics when I was on the plane yesterday in the last 30 days he spent 300 71 bucks mm-hmm he got 200 1000 impressions in his farm 200 1000 impressions okay that's called getting on the consideration set yep and he got 3,500 link clicks meaning they click the link and went to his website and started surfing around there for 11 cents a click now if you do the math on this what's an impression an impression is the number of times the post the ads were seen they were seeing 200 1000 times you know 30 days for a 371 bucks a stamp is 55 cents yeah you know what I mean so for one stamp that's three hunt it's like 300 people yeah 300 people in my we're seeing four for a 55 cents or in this case it's five clicks right right clicks five five clicks for 55 cents all day all day long how much money can I put at that that's what I'd be then I can target those people well again because they're on my website not you know realtor Zillow Redfin etc which that's the whole game right so here you're not building that relationship so the guerilla farming strategy in my mind is this you got a farm you want to take it over or at least become consider like a confederation the duration so the game is phase one I got to get known let's go back to that stat where takes five to seven times to get known so I'd be like on a 30 to 45 day campaign to build massive awareness and buzz as fast as I can you know and I am playing for my first listing mm and then once I get my first listing I invoke mega-event strategy yeah and I bring in a mega open house to try to get more listings but if you want to win in a farm that's being dominated by another agent you got to break in the two phases phase one is get my first listing not become the dominant agent yeah because I know I need the listings to become the dominant agent it's just get the first listing yeah and how do I do that impression based marketing I'm gonna gain as much awareness as humanly possible yeah so that'd be my new fangled ish I like done what I like that I used okay so we talked about the three must we got through two let's wrap it up with the third must okay first one was you gotta have a video show yeah thank you for saying that because it's your series series thank you right second one is newfangled right really which I meant event always it events events right being a big one and then really understanding that like display you know Display Network side of Google I would also like geofencing I would put inside there as well which is similar to what Google is not providing where you can pretty much just like every device they go to or your on your on every possible website you could imagine well that is what it says yeah yeah and some of the like I'm seeing is geofencing now as well so I just want to not just website apps to thank you yeah apps to what can I tell you bout the client that sent me my ad on tinder it wouldn't be consistent with our conversation if you didn't everywhere and I'm like you just sent me something from tinder speaking of there is actually a thing inside Google where you can control what websites you do show up on yes that's probably a good idea yes I magic queen please talk to somebody maybe Matt and help yeah have him edit that yeah what's number three and then we'll wrap it up let's talk about must you got to innovate third must is you got to innovate and wanted us to put spaces I would say you need to look we're talking again newfangled ish right now is you need to look at Tech Talk oh I wonder if you're gonna bring this up this alright okay well let me start with dance moves right all right get it right your lipstick you ready to go yes a lot of people like tick-tock are you kidding me yeah you know what I wish I was sometimes but I'm not as the stats are there yeah let's talk stats one tick tock is not a us-based company they're Chinese in origin top three countries are India China all the time yeah in us yeah they have 500 million users yeah right now like and they do it like on a Thursday yeah so fast that's that's more users than LinkedIn interest Twitter it's bigger than all those bigger the snapchat I know right not than Facebook or is the ground yeah they do this they do that in a day but still it's big if you're catching my drift yeah the 41 percent of their population of their users are 18 to 24 so it is a young platform but I would tell you this on Instagram the largest demographic is teenagers yeah so here we go and that seems to be working out for us yeah it does and on Instagram guess what only 11% of Instagram users right around 11% are us-based yeah so actually percentage-wise say that again so so for all my North American US and Canada right like what percentage of the Instagram users are actually in the US eleven eleven percent ladies and gentlemen right and we feel like everyone we know is there which I think it's right around somewhere in the 20% mark is where us is on all of tik-tok somewhere that neighborhood I know exactly what yeah but it's more is the end point yeah here's one more stat about tik-tok in the past 18 months the adult population of users has increased five point five times over so it's definitely trending in and the biggest thing that's really got me thinking about tik-tok is I am seeing agents doing it and I'm thinking of Zachary Faust yeah Zachary Titus it's priceless he's been in tik-tok for a year yeah in a year he got 400,000 followers yeah he didn't you can't buy him no didn't buy oh no he's had over 8 million views on his post on tik-tok yeah and does it actually have an ROI it does he did nine international referrals this year now last I talked over there three were pending last I talked to him it sticks it closed yeah he got six local deals you have a tick tock 15 deals on your first year and ain't bad and in fairness you could be on there and then take that content and put it on Facebook put it on Instagram multicast your but like the tick tock logo is up there and then the like oh he's on something else I really oh I'm gonna check that out too right yeah yeah absolutely so I would say if you're gonna keep pushing the envelope if social media marketing is a part of your mix and it should be absolutely I'd be looking at Tech Talk yeah can I am gonna throw one not a fandangled but this is this is one of those I'm gonna I'm just hoping for tonight and a yeah now well you know this is actually old-school sexy right that's how I would call it old-school sexy hashtag hashtag old-school sexy yes yes now I was talking about Jason now I do remember a couple years ago I get a phone call from this guy and this is one of those I'm actually this is I'm actually upset at myself right now as I say this because I passed on an investment okay and I love the company so much now so I'm just angry thinking about it so just heads up the thing that I know is is agents will always say to me I get all my business from referrals and then I break down the transactions with him one at a time and they go about what I'm in at an open house that when I met here well that one is in my farm well that one is but but it's so easy to say everything came from referral yeah I say there's a company called call action right call action so big shout to Jesse we met at the little Andrew Wilde restaurant and you had a beer and we were chit-chatting so I met his company he was a start-up and I was like obviously stupid I'm just heads up I was stupid here's here's what happens ready call action or check out another what if I told you to be really cool to have a separate number on Instagram a separate number on Facebook a separate number on Google a separate number on your direct mail postcards a separate number on your website a separate number every single place that you mark it so you can look at a dashboard every day and say my phone calls are coming from tik-tok my phone numbers like people are calling me in responding from my facebook my this people don't know so they don't know see I think agents do more business on social than they're even aware of now the ones that we talk to that actually track and measured that are actually doing this they say hey man I did nine heels off tik-tok right and oh man you know my email marketing you know hey it was like 16 percent of my transactions last year but more people don't know so again I didn't invest I am angry I will tell you right now call action or another giving you that way to just say phone number here phone over there in front of your here phone over there so you absolutely know a certainty what is working and what isn't I'm telling you for my friends listening right now it is a game-changer i neva know what it costs I've even looked at the site because I don't because when I look I get pissed well it's like what's you know the knowledge once you know where things are coming from and I know where to double-down I can't bingo how this is actually a topic we're gonna get into a marketing edge a little bit yeah we're gonna talk about the difference between what our sources what our channels yeah and I know that's kind of glossary terms but channels are these are the ways that I talk to my sources that make sense and how it reaches get blurred a whole lot because is social media a channel or is it a source yes yeah both it depends upon how you're using it but I think knowing where the business came from is absolutely essential because otherwise you're just kind of guessing and guesswork doesn't really go very far for most people it's chance yeah I would agree the idea of having a phone where I got the phone call from but tracking everything I mean I know this sounds really simple but I have my clients do is we build spreadsheets we keep track of all the leads I know where they came from yes and so we can actually all the campaigns what worked what didn't work so we can actually look back in 90 days and say that was a bust that was awesome let's do more of that yeah that worked but if you don't have clean data coming in you're screwed yeah track and measured track and measure track a measure like nuts the whole I mean that wasn't that number five basically if I go back to my yeah yeah all lists measure optimize and scale up measure what works what works what didn't a be test everything but are getting a lot out of myself Jason we have covered so much ground when did we start this are we going on an hour and a half we're an hour and 20 truth Tristan's over there falling asleep like come on man like wake up there buddy no editing no editing straight up you still went up when I interviewed bill pipes it's the same exactly and I got to be coming up with Debbie Holloway and you know she's gonna stay abreast record she's gonna say bless your heart at least 15 times right so no editing here's my request thank you one-year anniversary thank you right marketing edge and all of the the pearls of wisdom that you continue to share and and you you incubate and synthesize through our entire network there's a lot of people that are extremely grateful thank you for sharing this give me more comments let me know what else you want to hear about and then I guess my request would be like you know I'm gonna give you one thought on this too I want to know what's the most important thing you want them to do mine is listen to this twice and get through all the silliness and pick two things just two things you can do in the next 60 to 90 days everybody wants more inventory maybe it's time for a pre spring market big event for everybody that you know to get in front of them and then maybe talk about the market before you play Star Wars or whatever else is going on like I like those big scalable opportunities because there is a massive massive shortage and not a lot of people have the answer for it except market more yeah I would add this the one thing you should do if you had to pick anything on this list is you should start a new video series yeah and that means if you haven't done one great you start your first you're already doing one good start a new one a new video series and and I had this conversation with somebody recently I talked so much about video you talk so much about video and it's like aren't you guys working with mostly real estate agents and real estate professionals and business owners yeah yeah but it goes back to the point you made like the name of the game is build authenticity and Trust yes and I have to look at what are my available tools to do that to me and video is the most effective tool for doing that cost per view cheap yeah exposure high yeah that's a good winner right huh so the reason I promote video so much is because it's the most effective channel to be in front of people to position your brand everywhere a gain trust bingo and if you do that they take your calls if you do that they refer you yes is that it works this is the television now yes this is the television it used to be so expensive to produce what we do now in like seconds so I love it that's that the perfect last point all right my friend thank you so much for watching give us some comments below let us know what else we should do have you text me yet nine four nine two one six five four six six nine four nine two one six five four six six text me and do me a favor do text me and say this is really Tom ferry because I probably go yeah this is really me which has been super fun and freaking a lot of people out so I'm here to help let me know we're out [Music] [Applause] [Music] [Applause] [Music] [Applause]

Channel: Tom Ferry

Views: 25,071

Keywords: tom ferry, real estate, real estate coaching, real estate training, real estate school, real estate marketing, business entrepreneur

Id: cSWu9lpvwms

Length: 79min 35sec (4775 seconds)

Published: Wed Feb 05 2020