The Future of Digital Marketing Tom Ferry Breakout Session with Jason Pantana & Ylopo Co-Founders.

what's going on tom for success summit attendees my name is jason pantana i'm a business coach and national speaker and host of our marketing edge event here for tom ferry world universe whatever you want to call it and i'm really pumped about this session i get to sit with two brilliant i guess i would call them marketeers i would call them tech innovators uh creators of wailopa which a lot of you are like yeah i knew that i came to a session called ylopo let me tell you what we're going to get into today i i have a bunch of questions i sent them questions in advance so they've got like slides and visuals and they're going to give like quality answers to these questions and really our topic today is about the future of digital marketing this is not meant to be some product push per se or anything like that so i want to put you at ease right now that this session is about getting answers to the future of digital marketing we'll talk about strategy we'll talk about dynamic ads we'll talk about retargeting we're going to talk about a lot of advanced stuff but also we're going to i don't want to scare you off we're going to talk about advanced stuff through the lens of technology that exists today that's real now that makes it so much easier to be effective in cutting edge in your own business so hang in there with us for the session it's going to be incredible before we jump in i want to bring our guests on i've got howard and g the masterminds and architects founder of wailopo howard g how are you guys today how's it going thanks for doing this we're really excited you guys are willing to kind of share what's behind the curtain in terms of how why lopo approaches business um so i i kind of tease this howard if you would share your screen up i know you've got a bunch of slides and visual aids and things ready to go um i've got questions here too i gave them the questions in advance that's why they have visuals so they can really really dive into what are going to be some gritty types of questions uh so anything you guys want to say before i roll or do you want to get cut to it let's let's go let's dive in all right there's my words on the screen the strategy right the strategy can you guys talk to us real quick about just the overarching strategy you got big players like zillow and realtor and portals and search and all this stuff what's the strategy right now from the perspective of an independent solo or team kind of agent yeah i think i think it's important i think we're going to go like high and low today so we're going to talk which is cool like if people's like what do i do like these guys are spending billions of dollars on marketing like i'm getting crunched what do i do and that really has been our mission which is to help solo agents small teams become mid-sized teams mid-time scenes become large teams and give them millions of dollars worth of technology that even the big guys don't have and be ahead of them right so that's what we do we're trying to empower folks with all this great cutting edge stuff but there's like a very high level thing that people need to think about to beat the big guys kind of at their own game right and basically the way to think about it is like this river this stream right and if you want to play with the big guys you want to play with zillow and realtor.com and all these guys like the cost to fish downstream just keeps going up i was on the phone yesterday with a client he's like yeah i spoke to one of these guys they just raised my prices ninety percent in one call that wasn't like ninety percent like nine percent a year over ten years in one call they raised the cost ninety percent so the cost to buy the fish from those guys right downstream that fishing license is crazy expensive right it's just nuts it's prohibitive for most of us right so and also once it gets down there and they got all these agents feeding on it like the game's over right so we want to go upstream we want to help our clients go way upstream fish upstream where you can fish like the national average for you know she's a master marketer and they've got like crazy crazy results with social media leads like sub three dollars or next generation pay-per-click leads like sub seven dollars right you can store up a lot of fish like you know at those rates right versus 150 of fish or 200 of fish but but the key is this and and jason you and i have talked about this before yeah you know in the old tiger league days like okay we're generating these leads right but there wasn't this great nurture technology and there wasn't this great cutting edge like communication technology the technology that we're going to show you memphis we're going to drill down the details the details of the nurture and the communication technology which automates our clients lives like it's done for them and completely automated the point of that is to keep the fish coming back to keep the fish coming back keep them out they never go downstream they stay in the branded client fishbowl right they stay with your brand not someone else's brand they keep coming back to your home search to your website your home valuation tool whether it's buyers or sellers keep them in your fishbowl and we move them along the tech moves them along from the aspirational stage to the researching stage to the ready to transact stage and never lets them go i think i think that's true because when you think about the world of uh marketing the job of marketing and i've talked about this with tom before on numerous podcasts ultimately is to try to drive trust to get folks to be familiar with what you're doing and to build that rapport and that sense of i wouldn't work with anybody else but if you kind of show up at the last minute um actually it's funny you call this the aspires the researchers the ready to transact we call this walking jogging running when we teach marketing edge same kind of a thing right what's their pace that which they're moving right now and if they're in a state of running that's our met our analogy right but it's like you got to catch up and mirror that it's a lot more work to convert versus if they're in an earlier stage you can kind of keep pace with them and build that rapport build that trust so man from a marketing standpoint i love that i love the slide i love it well the cool thing is that is that we don't physically now have to keep an eye on all of them the tech can do that the tech can tell us when they're jumping from this ball to this ball to this ball and that's the details we're going to kind of like go in and i'm really excited to share it but it's really important to know and this is like it's a lot about white lobo and i get that this is really not we're not here to sell whatever pitch why lopo this is the world we know the world we built for our clients so we have to talk about what we built okay about what you do by the way yeah but but but the point being is that whether you work with us or anyone else a lot of good providers out there jason on the buyer side like home search is critical it's why they'll come to you it's why they'll keep coming back and the bottom line is that your home search sucks right they're not coming back and also let's put let's put your brand on it not my brand not my lopez brand like barry jenkins he's a great client of ours he's a realtor in residence let's have his brand all over it that's what you were just talking about right yeah so like search i love it yeah so on the seller side we've been thinking really really deeply on the seller side we again you and i talked about it we're going to be in a really prolonged seller market i think and so it's not necessarily the home search experience but it's this like dropping this like this this this tool this bug in their home so that they can always interact with and explore the financial dna of their home which is always changing and one of the things we're going to say over and over and over again this present dynamic the word dynamic but no one ever explains it right like what does it mean dynamic it means that data is always changing home search behavior is always changing home seller behavior is always changing data from the idx data feed from your mls is always changing price is going up price going down new listings things going pending things going sold and this is where g who hasn't said a word yet but he's going to talk who is the genius this is what separates everything else from static dynamic so one of your clients hooked me up yesterday with this with what i'm looking at on my screen right now um and i got it and i found myself probably spending too much time looking at all the details and whatnot a lot of details but as a homeowner i saw the value immediately and one of the things that's been a long-standing challenge is we've had listing alerts even back like just straight up mls i can put you on an automated listing alert and send you emails whenever listings hit the market that meet your criteria and there's this built-in ongoing nature of the marketing but when you look at the seller's side we've had the home valuation tools for a while but it's one valuation and then poof you evaporate you're gone and a tool like this like i think that's what the power of the word dynamic is is because things are changing i have an impetus now to reach out to you on an ongoing basis and make sure i'm staying in touch and giving you all that data i mean think about if you're a buyer and you're interested in between you know 250 and 350 in a certain town right and all of a sudden there's new listings in that range in that town shaming us so we don't get it to you right away but on the seller side if something happens in your neighborhood that raises the value of your home shame on us and we don't tell you about that and get you to engage in it love that man so yeah you walked me right into my next question which is i've been hearing about this word dynamic over and over and over again you just kind of teased it up a little bit but it seems to be sort of foundational in how you guys see the world of marketing now can you sort of elaborate on your strong feelings about that word dynamic sure and and i think we'll bring g in because he's really was on the forefront of working with facebook to bring you know what there was a problem we always like to solve problems and the problem was like people were like yeah i tried a bunch of marketing on facebook and it just didn't work right and then g rolled up the sleeves worked every day with facebook right and then facebook literally has other divisions now calling us saying hey can you do this in insurance right anyway so gee take us through what dynamic means on social media and we'll keep going through it yeah absolutely yeah so you know the principle behind dynamic advertising is that the difference between facebook and offline marketing for instance like a billboard right is that the time that someone invests in looking at your content is such a small window right facebook actually told us that they consider brand awareness within advertisements in two seconds of attention span right think about what type of information you can convey in two seconds like wait a second is an impression it's nuts right it's nuts it's nuts absolutely and so from an advertising perspective what what you need to do to capture the attention of the consumer and by the way on facebook think of it as you have a captive audience that are looking at your advertisements you know not all the time but over and over again all the time right and if you show the same thing to that consumer guess what they're going to tune out right the principle behind behind dynamic advertising is that in any situation it is always better to give information that is different and compelling every single time they see your advertisement right that's the principle behind dynamic advertisement and guess what this has been the dream of marketers like you and me for decades i would say right and for the first time probably in the last two or three years technology finally caught up to the point where we can do this at scale right on the facebook advertising side what's phenomenal is that they actually allow us to upload a data feed of listings directly into the facebook environment and then use the technology behind it to programmatically figure out out of thousands of homes what are the five to ten homes that a consumer is going to be most interested in when they view your advertisement and that advertisement is going to change all the time right and we do this for buyers and we do this for sellers when a consumer clicks on this advertisement on the next slide here facebook actually has a feature if you guys don't know about it called facebook lead ads this is a registration form that pops up immediately into their facebook screen that takes the contact information from their profile inputs into the screen ask a couple questions and become a lead for you right so this is the lowest friction possible way to capture leads on the web today because they have so much information about you now once you capture the lead you have to as howard said send them into a high-end home search experience that's branded to you right it makes no sense after this experience to send them to a home search website that asks them to register again that doesn't have complete information that doesn't pay off the advertisement you know this is why we don't use stock photos in our advertisement right it's a bait and switch they click on a beautiful looking home they come to your home search website they don't see that listing guess what they lost you lost trust with that consumer you got their contact information they're never going to work with you again right so once you capture them into a beautiful seamless home search experience experience next slide however you can keep them in your fishbowl from a remarketing dynamic remarketing perspective which we're going to talk about in a second here right now the dynamic concept of what we're doing on social is now bleeding over into other formats as well on the ppc side for instance we're doing some amazing things around dynamic advertising the the old way of i'll just give you guys a couple examples right the old way of doing google pay-per-click 1.0 for instance is when someone types in the keyword homes for sale in calgary right what shows up an ad that says new homes are selling calgary with a bunch of text right well the problem with that is this is the same approach that every single other person advertising for homes for sale calgary is going to show you right how do you stand out so on the next slide here we're going to show you what we're doing right with with google now what you're able to do and not not this doesn't just what apply to wi-lopo you you can do this with other cutting-edge digital marketing platforms you should absolutely ask them are you using dynamic content in your google advertisement what we're able to do is actually take live data from the mls and insert it into the advertising environment on the ad itself right so instead of saying new homes or calgary we're saying 910 new calgary homes for sale xyz price reduction xyz open houses and guess what the click-through rate between the old ad and the new ad is almost 30 to 40 percent which in google land is a tremendous improvement it's going to make you stand out against the competition so so you know this is what i love about it being dynamic like on the social media side it's all about showing the right home to the right person at the right time because they're not going to click through it like in the news feed unless we already know that it was something of interest and they go through and like is that you it's yes and they boom seamless this is a really critical word seamless so they don't go to the site which is now irrelevant to what how they just came in they came in on a certain home show them that home in 28 homes that are relevant to that home they came in as a buyer don't from a seller page they come in as a seller don't show them don't show them homes right so that's what's critical and same thing now we can do this for the first time ever on google and i think g and his team have really changed the game of google marketing because honestly jason i think the rest of the crowd still doing it the way we did it in 2007. well so if i could chime in so like with the dynamic product catalog like you said you have the ability to connect facebook's ad platform with your idx or whatever type of website it is and then you have the ability to start learning i was going to ask you g um your goal in on the i'm going back to facebook for a second your goal is to show people houses they're probably interested in can you talk to me just real quickly about how you determine what kinds of houses they're interested in yeah 100 so so what we actually do is when we send listings the imls we tag every single listing with the metadata of what type of consumers that listing is relevant for right so for instance golf that kind of waterfront golf veterans uh you know a va loan qualified you know a vacation property all that kind of stuff right so on the left hand side here you see an ad targeting for a client in hawaii only consumers and this is what's great about facebook right you can actually target down to the demographic level so i can actually show someone who is active duty military or a veteran only homes that are va loan qualified i can show only golf and enthusiasts homes on golf courses so we're marrying the demographic with the properties that we've tagged with the metadata that they're appropriate for okay got it i know i know super technical but i love that and i think what you said it's got it's got a ring of truth that you want to keep putting your brand in front of people but if you don't vary what it is you're offering to them it's the same old thing it becomes monotonous and annoying so the dynamic features and again i want to be can if everybody watching those tools they're facebook tools it's just a matter of having a system that utilizes those tools just like you said with google which this one's making me kind of happy to talk about that's a google tool it's just are you doing dynamic uh dynamic keyword based advertising and so this is this is to keep going but this is new jason this prez is so cutting edge like we haven't even released this yet to the wild okay so we are literally beta testing this now with i can only imagine the click-through rate i really i like 42 i saw 42 new homes just listed i'm like click in my own head because that's so super relevant to what i'm looking for anyways yeah on the buyer's side we've released that like that's what we just released that but now we're also now getting into dynamic ads on the seller's side as well all right yeah yeah yeah and so here's an example right i mean what is the seller data that is compelling it's how many homes have recently sold my neighborhood what what's the average price point of the homes that are sold how many days on market are home selling for right what we're able to do is take all this live data and you know if you're typing in hey what's my home worth right to see an advertisement that actually shows you the leading data going into that conversation you're gonna get a much higher click-through rate right and what's really important about this is when you're competing on the seller side you're competing against the real big boys right so it's not just zillow realtor.com it's also offered pad open listings you know all you know all of the major portals that all they do all day is generate seller ads or seller leads and so you need to really stand out and that's what dynamic advertising does the second part is you need to have a compelling offer for the consumer right if you're a you know offer pad or an open door your compelling offer is we're going to buy this home from you and guarantee you closing date what are you as an agent going to offer them this is why we have spent a lot of our time developing this home dna concept that is going to inbox into you know your um your your email and through remarketing to the consumer on a weekly basis that shows them dynamic data about their home well we're going to lead with that on our registration page as to why they should give us their contact information because they're going to get this value-added content right and what we've found is that when we give them real value because you know if you're doing what's my homework right typically what do you do you throw up a landing page you get their address and then at some point you say hey thanks for giving me information i will contact you about you know your your property value email address so i can actually send it over that kind of yeah i get it exactly it again is a bait and switch right when when someone fills out the registration form on our website and again you should do this with any provider is at the end of the process we give you something of value right what we're finding is on this registration experience we're getting to uh at a we're getting a conversion rate of 11 to 12 percent right that is about as high as i've seen in the industry for this type of conversion and it's not just the conversion it's afterwards as jason experienced himself the inboxing of this valuable content this home dna right into his email into his remarketing yeah i can't wait for an update so i can keep looking at it exactly exactly um yeah and you can contact us and we'll show you the home dna you know it's really really detailed reporting about what the asset of their home actually looks like and all the different things they can do with their asset including of course selling their home and buying a new one i was able to go in because we renovated some stuff that hasn't been updated in tax systems yet because it's just happened i was able to go in and update it myself and then get adjusted values and it was easy peasy it was a nice tool so all right so a lot of talk about targeting and lead generation dynamic targeting i should say to generate leads now let's talk about what happens once you get the leads walk us through how you guys see the world through retargeting or remarketing yeah so you know as a backdrop like everyone's had listing alerts for a long time right but were they truly dynamic did they really follow someone that's like okay pre pandemic someone was really interested in buying in new york city that was their live dream post pandemic maybe now they want to buy in the countryside right they're killing it now in connecticut and new jersey and upstate new york and all these places right so you know we're we're we are not only there's two things here right which is the listing alerts are critical but you can talk about this like they need to be dynamic they need to be bonded i want you to talk about what that means a bonded listing alert but the real game changer is not just the dynamic listing alerts but but doubling tripling the return to the fishbowl or the return to the site right by doing the dynamic remarketing so let's talk about the listing alerts then gee let's talk about their remarketing yeah absolutely so so you know email is something that's been around forever and the reason it's been around forever is because it actually still works right uh our listing alerts get anywhere from a 70 to 80 open rate you know 25 to 30 click-through rate into the home search website and the reason that's so significant is because all of that traffic it's free right you don't have to pay any money to get these people to come to your website the challenge is that based on gnar findings a average consumer looks at three to five different home search websites before during their home search right so for you you are one of many different listing alerts that are inboxing into our clients email account why would they choose to use yours right so we do two things on the email listing alert side and again every provider that you work with you should ask them how do you actually send out your listing alerts the first thing we do is we check after every single listing they view should we adjust their listing alert and send them the listings that's first and foremost and and that's par for the course if your system isn't doing that like then you need to get a new you know idx mls system right the the second is uh jason wanna know how does it check how does it check sure so uh we let's say you you started viewing homes in santa monica and los angeles right then you narrowed your search and you're starting to look for homes in venice we immediately add venice as a new location in the same price range for you in the listing work nice love it sorry keep going yeah yeah of course bonded listing alerts are when a consumer has shown significant interest in a particular home right then we will anytime that status of that home changes send them another listing alert about that property that listing alert almost always gets old right because the consumer wants to know for the homes that they favored it they view five times they've shared with their spouse that what is happening with that particular property right so two tricks of the trade that everyone should be leveraging right now on the dynamic remarketing side you know this is the technology that facebook released probably two to three years ago that is starting to get to you know adopting the industry but frankly i still don't think people use enough not even close not even close right what's going on here is this is listing alert 2.0 social listing alerts what what what we're able to do is when a consumer comes to your home search website or let's say that you were um you know you have a lead that's in your database that has been lying fallow and dead for a long time we take the initial search locations that you provide us right from a you know elite that is another system and we will start showing this consumer when they come on facebook homes that are similar to the ones that they viewed the last time they visited your website or they visited your database right so this is an alert that now follows them around on social media on mobile apps that are showing them relevant listings and we're seeing a 15 to 20 click-through rate which in facebook land is like point zero zero one percent from uh engagement perspective right the coolest thing ryan is like notice if you really read the text here on the left-hand side based on our preferences these are the homes media criteria that's the buyer side on the right-hand side hi neighbors compile the latest sold properties that could directly impact your home price so the remarketing and the nurture not just on the buyer's side anymore but also on the seller side because the seller side is so important right now and i assume the way these are targeting it's going to be similar we talked about earlier on where we were making the catalog so like homes on the golf course homes with waterfront views so you already have a built-in tagging structure in your whole system so then it can just say oh this one matches up with this catalog show them houses like this yeah yeah and and it also involves kind of an integration with your mls uh website right your idx website and and so you know every time you view a listing on a site so like we go it as that as in-depth as every time you view a home we send that data to facebook every time you scroll down on a listing and view the property details we send that to facebook you share the listing you you view a listing multiple times and the more data that you give to facebook and you give them a catalog of homes the better they can match up the listings yep you send it to them so that they can then put the right picture basically in front of the consumer 100 that's exactly right yep and again it's like it's like we're doing we're thinking about this stuff deeply on the buyer side and on the seller side right and you got to do both right because we know that a lot of times the first thing a seller does is they're figuring out well what am i going to buy and they haven't even right earliest point of detection of the seller is where should we move that's like the earliest point or or maybe it's like well what is my home worth and then i can figure out where i'm going to look and like so i don't care like we don't care where they start because now we got them both right are they going to start like look at me i'm playing on both sides i'm like literally me as a case study i'm like okay my neighborhood seems to be a little bit inflated compared to other neighborhoods i see an opportunity to sell this house and then move to a neighborhood i'd rather be in at a lateral move right now so like i'm looking at the looking at the dna here of what's my house worth and what's going on in the marketplace so that's the nature of a seller they're playing both fronts so anyways continue guys we like to say jab jab right hook jab jab right up it's one of kiwi's favorite expressions right so they get an email on the buyer so they get an email with the relevant listing alerts that they're bonded right then that's going into their newsfeed social media on the seller side they're getting this email about how their home value might have changed they're seeing that same information when they go to facebook 13.5 times a day right so it's jab jab write up get your brand and your message valuable tools everywhere yeah and then real quick just on the bonded piece so just we understood that together bonded needs like if i'm looking at a particular property on the agent's website if it has an open house if it gets a price reduction if it gets a contract it's going to notify me with an email that's what it means that you're 100 all right exactly yep yeah so so the one little missing piece here is it's really cool all this stuff's happening and we've got all these buyers and all these sellers engaging and coming back but agents are busy they're really really busy right so we had to basically like we keep going down this this path of like tapping them on the shoulder so we tap them on the shoulder and say okay this fire just did this now we're not going to tap them on the shoulder jason every single time someone interacts because that's like all day long but when it's an elevated behavior when they've shared a home with their significant other they've looked at one like you look at this one particular home for the fifth time you know what jason you might like that home right and we've got to tap the agent and send them these priority alerts so we thought deeply we interviewed so many agents like what actions would you rank as really urgent like obviously a showing request is super urgent right okay but like they've looked at the home once not so urgent so we've ranked all that and then the really really important actions they're gonna get priority alerts on the buyer side as well as on the on the on the seller side as well right so hey josh just came back really dug in and the on the on the financial dna and boom right we've tapped them on the shoulder it's going to show up in their crm and they're going to actually get they're going to actually get a text message so that's super smart um because it's like you're right there's gonna be i mean you were talking about what was the number you were giving before in terms of cost per lead at the beginning of our session it was really low and we're doing the fish analogy we're talking about a lot of leads because i think it's hyper critical as a busy agent you get some kind of intelligence that's like hey this one right here is the one to go for this one here is taking a high intent action follow up there so you can be a little bit more prioritized but if you would click forward for me howard you walked right into my next question which is i've heard so much talk about raya raya you're texting artificial intelligent bot um can you kind of like maybe people who are watching like they're right now saying i've heard somebody talk about raya just tell us all about raya and how it's pretty much integral to what you all are doing in your process yeah so you know so there's really kind of like two parts i believe of using ai effectively there's a lot of ai json in the industry you know that but i call it generic ai it's just very generic it's again not dynamic what does that mean it's not based on certain things changing certain behavior is changing right it's not actually watching the buyers or the sellers behavior if it's really watching their behavior now we happen to be unique position we have that data so we have the data we can act on it right so so there's the sort of reactive ai where they really engage in a high priority way on the buyer side or they really engage in a high priority on the seller side we can now program right a text message to go out that's very specific to what they did so and it's automated our clients have to do it's completely automated but it's so spot on to what the consumer did the consumer doesn't know that it's automated they think that this is a really really like with it watching careful agent right i've heard that over and over again from your clients i've heard that the raya is so good some people are like ryan is better than i am so anyway we just got off a webinar and it was a was a webinar we did we had a lot like the biggest teams in the world with us but we have a lot of small teams too so we did a webinar just for our small teams and they were like oh man we think we have like a big team because ryan never stops working she's working 24 7. she doesn't get sick she has a great attitude i don't have to pay her anything you know like there's no commission split i've heard i've heard that ai can handle some curve balls too where the the text response is just a total curveball and like where even it even where it warrants like sympathies and i've heard raya can step in and handle it yeah we're really limited i'm actually going to show you some rice i've really limited time but like there's one i can show you in the future where somebody was literally just drunk at night and looking at lots and lots of homes and didn't really want to buy home and raya like was just like oh no worries like that's cool all right yeah and like there was someone who like just had a death in the family and ryan was like oh it's not you know it was sympathy right so think she can do all this i'm gonna show you a really cool one uh you know coming right up but but the game changers when we're now also proactive what do you want your agents doing what do you want your isa doing reach out reach out call text email call text email reach out raya can do this for your team and when a guy was on the panel today he's like i woke up ryan was in the middle of like a 20-minute conversation he's like i love it it was fantastic so it's being proactive that's really really cool so let's actually play one let's do it hi judy it's ashley's assistant with kelly williams we wanted to check in on you and see if anything good or bad stood out about the homes you saw on facebook there are several in the wyoming area that i believe you missed i could send some to you if you like is judy gmail.com still a good email for you did someone use your name so she keeps pinging she keeps thinking these are staggered over time occasionally and it's based upon activities they're taking on the website correct there's a are you considering a move within the next year or so it all depends on my health i'm living in chicago city at the same home since 1975. lots of steps no pressure it's always a good idea to get started looking so let's make sure everyone understands this is not a real person this is an automated artificially intelligent text chatbot and this just going back and forth understood thanks so much for this info it helps us out a lot and off the screen for this finish personalized search for properties you might like i'd love to get a little more information from you if possible have you been pre-qualified for a loan so this is important realtor might be working with a lender partner right just guessing a town home around 500 000 cash payment ashley would be happy to do an in-home analysis so you know what your home is worth and ultimately what you'll have to bring to your next so why the different voice this is the agent stopped right the agent stopped raya and the agent started texting them and they just made an appointment to me in person so the agent could just take over like autopilot off i'm taking over at any point i also get your preferred that's that's the key thing which is which is this is this this technology is not here to replace the agent it's to make them efficient it's to give them a whole team member without having to buy a whole team member right it's to get this person up to this point of a face-to-face appointment right but now the agent becomes important the agent becomes super relevant and they've got to do what they've got to do i got to show you this one it's really cool we don't have the time today before we play can i just say one thing real quick while it's loading up yeah you know i had always thought before like well the hole in all this is i'm assuming with raya and the activity and the remarketing i'm assuming that the consumer is actually using my website and not other websites that i'm missing all the data but when g tells me about your click-through rates on those ads i'm like wow that's a really large sample of actually active leads back on the website which means all of a sudden raya and the activity the predictive analysis actually means something so i'm a little i'm kind of geeking out at that data point with your click-through rates but if you would uh roll this beautiful footage for us however this is like part of the mission which we get so excited it's like we know that an agent in small teams and medium sciences they're not going to invest millions of dollars to build ai technology well that was my other question we don't time for is where did that technology come from who built that but i'll ask you later yeah yeah it's a whole other webinar watch this hello enes this is ryan's assistant with exp realty i saw you viewed some properties on our website and on facebook in the grobland area are you looking for yourself or for a friend enos would you like their message goes out message goes out no response no response no response no response i just realized i'm staggered over a long period right yeah i mean spanish people it is so why was there no response no response no response no response he didn't speak english so at some point he said he did a google translate he says i need spanish people that was his best translation and bam she switches to spanish my clients have lost their mind with this this is where it's going and honestly where it's going jason is like at some point it will be like my voice it's kind of scary right in my actual voice but it'll be it'll be it'll be automated so we can move away from it we can run away from it kind of creeps me out but we can embrace it to save us time and get us appointments and that's what we're doing like i see that i'm like wow i'm surprised apple doesn't convert that into my language on my phone preferences but still the fact that you guys are thinking on that level is nuts that's that's kind of like i'm going to give you i'm going to push the sound button [Applause] it's incredible all right let's talk about video video video i've been hearing this thing from some of your clients called diva diva and video we know like you're at a tom ferry conference everybody knows like video video video uh it's king and queen but talk to us about how you guys are viewing it and how you're what is this diva product what does that look like by the way jason do you love these names raya real estate ai is your assistant diva diva stands for dynamic video ads so d tell us about dynamic video events sure yeah so so you know i i think that uh there's been a lot of talk about the importance of video and i know that's a very important topic for the tom ferry community i think the challenge with video that we can all admit is creating video content especially from an advertising perspective is a massive pain in the butt right you've got to go and shoot the video gotta edit the video and then you got to figure out how do you actually get this on social media and so we know how important of a of a subject this is because facebook came to us and basically said future digital marketing on our platform is video advertisement they ran a 50 000 test of their own money running ads for us to prove to us that a static advertisement versus a video advertisement video outperforms four to five times right so what we basically did was we built out a platform that turns running video ads for your listings in it into a two-click one minute process here's the process go to next slide you enter your mls number into our back-end system you press find that number we we immediately pull all the photos of that listing all of the property details all that kind of stuff we put it into a single dialogue that you can click and edit you choose a one of our beautiful templates that we pre-built out for you right and then once you press submit boom video automatically gets rendered right we use ai to choose the photos that we're going to showcase in the ad we combine all the mls data this is sure sure yeah so we use modern state of the art photo recognition ai right to go through all the photos that let's say there's 40 photos on listing we choose the highest resolution kitchen bathroom exterior you know um backyard photos all this kind of stuff so we choose the top 10 photos from that 40 set that are all showing different content and then we sequence them together right because you want to show the exterior photo first and then the living room then the bedroom and so on and so forth so we programmatically do all of that for you now client can decide to choose the photos they want if they want to order specifically but most clients just say use the ai let it go so basically put in your mls number put in 65 bucks choose a form like bam and you can do this like putting a dollar into a vending machine to get a [Music] coke [Music] so think about it our clients don't have to go out and shoot a video edit a video upload a video figure out how to run the marketing change the formats for instagram versus facebook versus youtube that's like bam it was a few clicks and this thing ran and because it's such as g said cost effective ad inventory it runs everywhere it reaches thousands and here's the big big thing jason which is our clients now get to go to listing presentations and say look what i'm gonna do for you i'm not gonna just put this home in the mls i am actually gonna i am gonna reach out to your entire market and run these amazing videos in your home look at this video example that i'm going to do right and while they've got the listing they can now share one touch reports with their seller showing the thousands of people who have watched viewed clicked liked and engaged with their listing it's pretty cool that's mad it's pretty nuts um and you know the thing that comes to mind is the statement uh the enemy of the best is good enough and if you can get the photos an ice pan a template streamline it so that it's just a turnkey process and then still check in to all the benefits of facebook advertising and how cheap it is and all the dynamic retargeting to me that's just that's just an easy win because it's happening while you sleep it's happening behind the scenes it's happening uh in a way that's just ideal for the lifestyle of a busy agent i love it all right let's let's jump along a little bit more i want to talk about open integrations which let me kind of this is these are my words let me kind of break this down for the audience right now um i've seen a lot of clients struggle with they don't want to get locked in and sometimes they just want to get like one tool that does one thing but then it doesn't work or talk to this other thing or this other thing and so they go to tools like zapier or if this then that or whatever to try to make everything talk and work together or they buy another tool that does everything except that it's maybe not as good at some aspects of that one thing it's you're like well how can i get out of that one thing and do all this over here your your mojo your approach you know that's what i'm looking for appears to be more about just hey we'll play ball with anybody we'll play ball uh open integrations can you talk to us about your philosophy and your approach on that yeah so i think that like sort of you know 10 15 years ago it was this philosophy of like we've got to build an all-in-one we've got to do your marketing we have to create your website we have to have a crm and it's all built in this one sort of walled garden right but that's like really a decade and a half ago the future is about two-way open integrations so as opposed to being an all-in-one it's about being a one to all right we want to be the best company at digital marketing at lead generation at lead nurture lead communication can we do that and also have the best crm in the space there's no way right we've got to focus on our lane right which is the essence of our partnership with the real estate teams they're not they want to be the best real estate teams they don't necessarily they can't actually be the best digital marketing company and spend millions of dollars in digital marketing right so there's so many great crms out there right now our decision was let's have a two-way open dialogue of information going back with those folks so it kind of looks like this it's like we're this hub right and maybe you're on firepoint maybe you're on sierra maybe you're on follow-up boss maybe you're on lion desk maybe you're on time these guys have all said we love what why lopo does we want one level to do it it does we want to be the serum of choice so you can send us information we'll send you information right and that's the future not of some player that's like no we're not going to play in the sandbox what happens if one of our clients wants to move from one of these crms to another crm at some point based on feature or price they can do that they don't miss a beat with us nothing changes or maybe they won't kick us to the curb but they love follow boss like they love their crm that's fine they can get leads from lots of other sources right and they can kick us to the curb so they're no longer a prisoner it's about getting real estate agents and teams independents right they can do what they want they're not a prisoner and say oh i gotta live with this you know sort of crappy do the marketing because they're my crm or i have to live with this crappy crm because they're my digital marketer right that's the future and there's all kinds of other great third-party you know things that are coming out all the time and if our clients tell us oh my god cc is amazing or robot's amazing or call actions we want to be able to say sure no problem let it plug and play and so what it could look like on the crm side here's an example with follow-up boss one of the best crms out there absolutely amazing and you can see like all of the two-way links right you want to see your riot conversations you want to see the priority alerts you want to see what homes they've looked at every single thing we just showed you for the last half an hour is all visible in this integration with with follow-up laws all right i love this and we gotta hustle we're running low on time right now uh just because everybody's up to future sessions talk to us about your viewpoints around database and it lasting forever and how you guys approach that from a marketing standpoint i think it's a great segue right from the importance of the of having a great crm um to this final point which is the number one piece of advice that we can give everyone which is build a massive database over time create a plan if you want to get to like 50 000 leads like do that over time like you know say hey it's gonna take me five years i'm gonna do 10 000 leads a year i want to get to 50 000 leads why because when you get to 50 000 leads for a fact we have the stats you're going to get 10 000 monthly return visitors every single month 20 they're coming back of the 20 that come back 18 of them are going to turn into the priority alerts tapping on the shoulder whoa elevated buyer behavior elevated seller behavior so 1800 a month you don't even have a team that big to handle 1800 prior alerts a month of the 1800 90 of them sorry 90 of them you're going to work with as a buyer or seller and in that month you'll actually close 15 of them that's the funnel yeah there's very few people that have 50 000 leads in their database but with the proper systems in place getting in free leads organic leads paid leads you can get there and how do you get there right and why do you want to go this is what i call the money shot jason yeah this is this is basically it right so you go through like this is no new lead gym once you get the 50 000 leads you have to buy leads anymore right this is basically all those stats they talked about and if you want to bs tested look at that .367 number you're only closing one third of one percent of your database and that's it one-third of one percent of your database that's it you're basically being conservative anyways on this could be conservative right i'm saying you are spending money on remarketing you are spending on money on ai right you have some tech fees but no new lead gen right and this is the bottom line you could be generating well over a million dollars in gci if you have this database this goes back to your fishbowl analogy which is get upstream right get upstream get the fish in the bowl and then own that relationship anyways keep keep rolling we're low on time right so the question is like if you wanted to do this with just the portals we did the math here it would take you 83 years it would take you 83 years to get to that covenant 50 000 leads and that's a very conservative 50 bucks elite right and we know it a lot there's a chance i've seen it triple quadruple that right with people click purely it would take you 12 and a half years right with social you could do it in five years we would argue that you should do both social pay-per-click as well as there's so many ways to get free leads into the system as well right like you know and just you've done entire webinars on that right so you can you could absolutely get there in five years or less and like i said it's this is it this is the money shot this is why you're doing it and why is this so near and dear to my heart because you stopped chasing commission checks forever you've actually built long-term enterprise value in your system your database becomes a forever income producing machine and if you have the systems in place and you have some people on your team you actually can let it run and you can let it produce income and i'm i'm particularly passionate about not just living paycheck to paycheck about living a life where you create a value that can outlive yourself so they're interested love that all right my mind's a little blown and i thought i knew a lot about what you guys did uh i got to tell you like my highlight is i'm sort of geeking out on the google ppc dynamic aspect that you guys are leveraging um and i think that's testimony to the fact that you're focused on one thing digital marketing and doing it really well which allows you to be innovative and forge new frontiers so both of you g howard thank you very much for sharing i know the audience i know it gets washed and got a lot of value out of it um appreciate you guys very much this was fun thanks for letting me moderate and ask you questions i look forward to the next time thanks for having me thank you so much thanks guys

Channel: Ylopo

Views: 1,054

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Id: XBs5EBGWYC0

Length: 50min 24sec (3024 seconds)

Published: Wed Sep 02 2020