Latest / Know Like Trust for Real Estate / Why Successful Real Estate Agents Master Both Online and Offline Marketing

Transcript

Why Successful Real Estate Agents Master Both Online and Offline Marketing · Know Like Trust for Real Estate

0:00
[SPEAKER_00]: It is the combination of online and offline, a lot of agents specifically, focus on either one or the other.
0:09
[SPEAKER_00]: We'll tell me what you're doing in your community and in a hyper-local level, are you prospecting in any way, letters, door knocking, what are you doing?
0:16
[SPEAKER_00]: No, I don't do that, that's old school.
0:18
[SPEAKER_00]: And so how do you make sure that you're being found on the sites that people are searching more and searching first?
0:25
[SPEAKER_00]: Get your own website or a landing page and social media.
0:29
[SPEAKER_00]: You don't have to be on all of them, but you need to find your presence in at least one space so that the internet and AI can find you.
0:39
[SPEAKER_00]: And so I really believe the ones who are truly successful have this ongoing blend of online and offline.
0:47
[SPEAKER_01]: Hey everyone, welcome to Know Like Trust for Real Estate, where I help you craft branding and marketing strategies that align with your unique strengths.
0:54
[SPEAKER_01]: I'm Christine George, an agent who work with me, grow their business on average by 40% by aligning their marketing with who they are, not what they sell.
1:03
[SPEAKER_01]: Today, my guest is Angie Havier.
1:06
[SPEAKER_01]: Angie is a national speaker and content creator at Griltard.com.
1:10
[SPEAKER_01]: She has an incredibly diverse marketing background.
1:14
[SPEAKER_01]: And today we get all into what it takes to create a successful business from a marketing standpoint.
1:20
[SPEAKER_01]: We talk about online strategies and offline strategies and what the secret strategies are on both sides to have a successful business.
1:29
[SPEAKER_01]: Enjoy the episode.
1:35
[SPEAKER_01]: Angie, thank you so much for being here.
1:38
[SPEAKER_01]: Welcome to the NoL like TrustPod.
1:39
[SPEAKER_01]: How are you?
1:40
[SPEAKER_01]: I'm good.
1:41
[SPEAKER_01]: Thank you so much for having me.
1:43
[SPEAKER_01]: This is so exciting.
1:44
[SPEAKER_01]: Well, I'm really excited to chat with you today because you have a really diverse,
1:51
[SPEAKER_01]: background in marketing that I believe is really unique in our not just in our industry, but in our space in the marketing space.
1:59
[SPEAKER_01]: So can you kind of give us a little bit about your background in terms of your marketing journey?
2:04
[SPEAKER_00]: Well, I've always been a huge fan of all things in the marketing space ever since I was young in college.
2:13
[SPEAKER_00]: I mean, you said, let's start from the journey.
2:14
[SPEAKER_00]: So I'm going to
2:18
[SPEAKER_00]: And college, I actually studied public relations and communications and my very first class was public speaking 101.
2:27
[SPEAKER_00]: So if anyone's commas major, that's usually the entry level and I immediately, yeah, I immediately fell in love with public speaking and then you go on and you take PR classes, there's an advertising course that you take and I just really
2:44
[SPEAKER_00]: really loved it.
2:45
[SPEAKER_00]: So I knew that was the path that I wanted to take.
2:47
[SPEAKER_00]: And so kind of fast forward, you know, I worked at an advertising agency.
2:52
[SPEAKER_00]: I was born and raised in Los Angeles.
2:54
[SPEAKER_00]: I worked at a music, a music label for a really long, for not a long time, for quite some time, seemed really long to me though.
3:01
[SPEAKER_00]: And then I was kind of figuring out what I wanted to do and moving forward, I ended up moving to the Bay Area, which is where I'm at now.
3:10
[SPEAKER_00]: And hoping to have this very beautiful ad agency job in San Francisco, living in San Francisco in New York, and I wasn't getting through.
3:21
[SPEAKER_00]: Like I didn't have enough experience, even entering is a junior level.
3:25
[SPEAKER_00]: They expected 10 years experience at that time.
3:29
[SPEAKER_00]: And I just, I needed to move forward with my career in life, so I needed an office job to kind of get me started.
3:36
[SPEAKER_00]: I thought, I need to start something from the ground up because I knew I can, I can elevate that very quickly, right?
3:42
[SPEAKER_00]: And so I found myself a little job as a marketing coordinator for a top producing real estate agent here in Silicon Valley.
3:51
[SPEAKER_00]: And I didn't know anything about real estate, and I just thought, okay, I'm going to put my office skills, my marketing skills together.
3:58
[SPEAKER_00]: And next thing you know, I am working for the number one agent in the San Francisco Bay area for a couple years.
4:06
[SPEAKER_00]: And we had very, very huge clientele in tech.
4:10
[SPEAKER_00]: And I think she really loved me because I was very green, like, I've not from the Bay area, so I wasn't kind of, you know, in the space in my head about tech.
4:20
[SPEAKER_00]: She knew that I was going to be around for some time and not be that that tech hopper, if you will, and as many people are here in the Bay Area, so I was there for a few years and then I ended up moving to working for the brokerage corporate that we were at.
4:38
[SPEAKER_00]: Is that called a banker?
4:40
[SPEAKER_00]: It was called a banker.
4:41
[SPEAKER_00]: Yep, you were in Northern California.
4:43
[SPEAKER_00]: And I became their marketing and listings coordinator there.
4:46
[SPEAKER_00]: And I was with called a banker for a very long time.
4:50
[SPEAKER_00]: A lot of things I learned was in that environment with CB.
4:54
[SPEAKER_00]: And so I worked in the office for a few years.
4:57
[SPEAKER_00]: And then I moved up to the corporate office here in Northern California.
5:02
[SPEAKER_00]: and became their regional marketing manager, which kind of oversee all of the offices here in Northern California, just being the lies between the marketing corporate marketing team and the marketing staff and the offices and really helping them elevate the brand and supporting the agents.
5:19
[SPEAKER_00]: So that's first chapter, Christine.
5:21
[SPEAKER_00]: And then, how did you end up at realtor.com?
5:24
[SPEAKER_00]: After Coldle Banker, I actually worked for a small marketing company.
5:28
[SPEAKER_00]: Actually, they're not small anymore.
5:29
[SPEAKER_00]: I'm called CoreFact.
5:31
[SPEAKER_00]: And so I was the CoreFact B. I was a sales manager for them for several years.
5:36
[SPEAKER_00]: And this opportunity with realtor.com, just kind of
5:39
[SPEAKER_00]: came out out of the blue.
5:40
[SPEAKER_00]: You know how some nights when you just can't sleep and you're scrolling through things and you see stuff on LinkedIn and online and there was this role for a webinar presenter, realtor.com.
5:53
[SPEAKER_00]: And at the time I was a sales manager so I was traveling a lot.
5:57
[SPEAKER_00]: And now I was getting tired, tired, right?
6:00
[SPEAKER_00]: And so and we're going to I know we'll circle back to this because I travel across the nation now.
6:05
[SPEAKER_00]: And so I just applied for it and I thought, what the heck?
6:08
[SPEAKER_00]: Let me try and see you go back to my roots of doing webinars because at CobbleBanker, I was also a webinar trainer for several years.
6:16
[SPEAKER_00]: I put together the whole training curriculum for agents there.
6:18
[SPEAKER_00]: And I said, okay, let's see if we can get back into webinars and into blanks.
6:25
[SPEAKER_00]: I was a webinar presenter at realtored.com and happened on very fast, very, wow.
6:31
[SPEAKER_00]: Wow.
6:32
[SPEAKER_01]: I did not know, like, I knew your real estate background.
6:37
[SPEAKER_01]: I did not realize that that is how you ended up at realtored.com.
6:41
[SPEAKER_01]: That's fascinating.
6:42
[SPEAKER_01]: Because that's like a great success to her.
6:44
[SPEAKER_01]: People don't.
6:46
[SPEAKER_01]: usually end up where they're going to go.
6:49
[SPEAKER_01]: Like that, you usually have to be somehow mentored or connected somehow in a pass-out way, but that's amazing.
6:57
[SPEAKER_01]: And you've been there now, what, three or four years?
6:59
[SPEAKER_01]: Oh, going on nine years.
7:01
[SPEAKER_01]: Shot up.
7:02
[SPEAKER_01]: How did I get that?
7:03
[SPEAKER_00]: Yeah, not believe it.
7:04
[SPEAKER_00]: Every time the anniversary notice comes up, I feel like, oh, I'm going on five years.
7:07
[SPEAKER_00]: Like, no, it's eight years last year, nine years this year.
7:10
[SPEAKER_01]: Oh my god, Angie, and you, like, just for everyone who's listening, if you don't know Angie, I don't know how you, you might not know her because she is very well known in our industry and she's a phenomenal speaker has a wealth of knowledge that I know that when I've spent time with you Angie, I just want to like continue to pull it out of you because you just have so much
7:32
[SPEAKER_01]: experience and part of the reason I wanted to talk to you today was because of that wealth of experience and you've seen so much right from the agent level to the brokerage level to the marketing organization that you worked at that you really focused on farming, I believe, right?
7:49
[SPEAKER_01]: Yeah.
7:49
[SPEAKER_01]: Okay, so the question I have for you after all that is given all of that wealth of experience.
7:57
[SPEAKER_01]: What is the marketing thing that you have like maybe it's an aha maybe or maybe it's just something that you have noticed that
8:08
[SPEAKER_01]: people just don't generally notice.
8:10
[SPEAKER_01]: I mean, you've been in the real estate industry outside the real estate industry.
8:14
[SPEAKER_01]: What is that thing that you have noticed after all of these years that maybe someone like me or someone in the business might not realize?
8:22
[SPEAKER_00]: I will say it is the combination of online and offline.
8:28
[SPEAKER_00]: and combining it.
8:29
[SPEAKER_00]: I think a lot of agents specifically focus on either one or the other.
8:35
[SPEAKER_00]: They either stay in the traditional offline marketing lane with prospecting their sphere, doing flyers, doing open-house signs, because these are things that have worked.
8:47
[SPEAKER_00]: over time for decades, right?
8:49
[SPEAKER_00]: And so why change something that ain't broke, right?
8:54
[SPEAKER_00]: But then we have this new wave of technology in the past 15 or so years.
9:01
[SPEAKER_00]: And we've seen agents have great success with their online prospecting, whether it be through their website or Facebook or spending on online
9:14
[SPEAKER_00]: it's one or the other.
9:16
[SPEAKER_00]: So often times when I get agents that will come to me and say, it's either one or two things, right?
9:22
[SPEAKER_00]: They'll say, I don't do anything online.
9:25
[SPEAKER_00]: I don't have my profile set up.
9:27
[SPEAKER_00]: I've been working my sphere, but I haven't had business in the past two years, right?
9:31
[SPEAKER_00]: And I'll say, well, let's take a look at your online presence.
9:33
[SPEAKER_00]: Oh, I don't, I don't, not techy.
9:35
[SPEAKER_00]: I don't do that.
9:36
[SPEAKER_00]: I said, well, people are both online and offline.
9:38
[SPEAKER_00]: So that's the first, that's one of the conversations that I'll get.
9:41
[SPEAKER_00]: The next one is online and they're saying I'm and I've got my website set up and I'm investing this and I, you know, five years ago, 26, yep, five to six years ago.
9:52
[SPEAKER_00]: I didn't even have a website and my business was booming.
9:55
[SPEAKER_00]: Well, guess what?
9:57
[SPEAKER_00]: So it was a lot of other real estate professionals during that time.
10:01
[SPEAKER_00]: And now things have dramatically slowed down.
10:03
[SPEAKER_00]: and then I'll say, well, tell me what you're doing in your community and in a hyperlocal level, are you prospecting in any way, letters, door knocking?
10:11
[SPEAKER_00]: What are you doing?
10:12
[SPEAKER_00]: No, I don't do that.
10:13
[SPEAKER_00]: That's old school.
10:15
[SPEAKER_00]: That that's old.
10:16
[SPEAKER_00]: And so I really believe the ones who are truly successful have this ongoing blend of online and offline.
10:23
[SPEAKER_01]: When you think about a solo per nurse, solo agent, who has so many things that they have to do, how do you advise them to engage in all of those things in the online and the offline without them feeling overwhelmed or having analysis paralysis?
10:41
[SPEAKER_00]: Oh, yes, definitely don't just dive straight in and try to do everything under the sun, or try to do, try to latch on anything that's trendy right now, right?
10:57
[SPEAKER_00]: It's kind of hard to determine what's going to, what's going to last in this industry, right?
11:02
[SPEAKER_00]: And we totally is.
11:04
[SPEAKER_00]: seen it over the years go, you know, really quickly, like, which is why I was not an earlier doctor of AI because I knew it wasn't like a trend, but I knew it was going to evolve very quickly.
11:18
[SPEAKER_00]: So I didn't want to dive in right at the beginning, like a lot of folks were and try to really become, try to invest in it when I knew it was going to change.
11:28
[SPEAKER_00]: One of the biggest hurdles, if you will, with agents who are more traditional, more seasoned is that, if you've seen a lot of things come and go in technology, so they just don't, they're like, I'm not going to waste my time on it, because it's going to go away or it's going to change very quickly.
11:42
[SPEAKER_00]: So I will say back to your question here, is the very first thing that you need to do as a new agent, a new solo per newer, is make a plan.
11:52
[SPEAKER_00]: You don't even need to overanalyze your plan, it could be on a napkin, right?
11:59
[SPEAKER_00]: You're shocked?
12:01
[SPEAKER_00]: It could be in the notes in your app and just write down.
12:04
[SPEAKER_00]: What are the things I need to accomplish this year?
12:09
[SPEAKER_00]: To focus on what's in front of us right now.
12:12
[SPEAKER_00]: By the way, this year, we were already entered Q2.
12:15
[SPEAKER_00]: the hands are already gone.
12:17
[SPEAKER_00]: Your business plans should be in motion right now, right?
12:23
[SPEAKER_00]: And so just make a plan.
12:24
[SPEAKER_00]: What are the top three three to five things you want to accomplish this year?
12:27
[SPEAKER_00]: And I would even think I would say and I learned this from.
12:31
[SPEAKER_00]: One of our amazing, uh, agent, uh, broker clients here at realtor.com, he says that in his planning, he doesn't put Darrell, you know, I want 50 listings a year or I want to work.
12:42
[SPEAKER_00]: He puts down, I want to bring my family to Disney world this year.
12:46
[SPEAKER_00]: I want to get my son, a new car before he goes to college.
12:51
[SPEAKER_00]: And that's a part of his big plan, right?
12:54
[SPEAKER_00]: And so I think that was just such a
12:56
[SPEAKER_00]: incredible idea as we think about how do we want to be successful.
13:00
[SPEAKER_00]: So then from there, it's how how do I get there?
13:02
[SPEAKER_00]: Because the trip to Disney World doesn't just happen overnight, right?
13:06
[SPEAKER_00]: So what do we need to do to make that happen?
13:08
[SPEAKER_00]: And the things start to really make sense, but more importantly, you get excited about the things you want to do.
13:15
[SPEAKER_00]: Right, because I don't know if you could just start with, oh, I went on Angie's webinar.
13:19
[SPEAKER_00]: She says I need a prospect, this neighborhood, and it's just kind of like you're checking something off, but if you know there's a purpose for it, you're gonna do it and you're gonna get excited about it.
13:29
[SPEAKER_01]: You're so right about that, like, and I guess it goes back to what you just said, like, what do you define as success?
13:36
[SPEAKER_01]: And success means something different to different people.
13:40
[SPEAKER_01]: For some people, it's money, for some people, it's joy.
13:43
[SPEAKER_01]: For some people, it's making other people happy.
13:46
[SPEAKER_01]: It kind of goes back to your love language almost, right?
13:48
[SPEAKER_01]: What a great way to think about that.
13:50
[SPEAKER_01]: So this year, I want to bring my family to Disney.
13:53
[SPEAKER_01]: And so in order to do that, I have to...
13:55
[SPEAKER_01]: transact 30 transactions and how am I going to do that?
14:00
[SPEAKER_01]: I love that.
14:01
[SPEAKER_00]: How am I going to get sellers if I want to transact 30 times and I want 50% of that to be listings?
14:07
[SPEAKER_00]: Well, how am I going to get sellers?
14:08
[SPEAKER_00]: Okay, so first I'm going to look at my sphere of influence.
14:10
[SPEAKER_00]: How many of them are truly going to move in the next six to 12 months?
14:13
[SPEAKER_00]: Yes, only 25% of that.
14:15
[SPEAKER_00]: Where am I going to get that other 75% of my pool, right?
14:18
[SPEAKER_00]: So you really start to work backwards.
14:21
[SPEAKER_00]: And again, I think that framework makes you excited to do it.
14:25
[SPEAKER_00]: And it's not just another marketing task that you learned in a class.
14:30
[SPEAKER_01]: All right, so let's talk about the tactics around that.
14:34
[SPEAKER_01]: So, you know, looking at your sphere, and again, let's kind of go back to that other, the beginning question which is, you know, how do you keep from being overwhelmed?
14:43
[SPEAKER_01]: How do you coach them then to say, okay, these are the three to five things you're going to tactics, you're going to employ this year to get you to those 50 transactions to get you that trip to Disneyland?
14:56
[SPEAKER_01]: How do you, like,
14:57
[SPEAKER_01]: get them to release all the noise and get focused on three to five things because I know I see and I'm guilty of it too as an entrepreneur.
15:08
[SPEAKER_01]: You see that shiny object and you're like, oh, I need that in my business.
15:13
[SPEAKER_01]: How do you get them to clear the noise and get really focused on whatever it is, three to five things?
15:22
[SPEAKER_00]: It's really
15:23
[SPEAKER_00]: case by case, the situation that the agent or the broker is in, because no two are alike.
15:31
[SPEAKER_00]: Right.
15:31
[SPEAKER_00]: Right.
15:31
[SPEAKER_00]: Right.
15:32
[SPEAKER_00]: But generally speaking, if I just think about some of the agents I've interacted recently, the first step, I would say, is really start to think in a new way.
15:42
[SPEAKER_00]: And more so, think about the client's experience, that buyer or that seller that you're trying to attract and connect with.
15:51
[SPEAKER_00]: think about their experience and how you can make that experience the most amazing home by our home selling journey they've ever had.
15:59
[SPEAKER_00]: And it's so much more than transacting on paperwork, opening door.
16:03
[SPEAKER_00]: We know that it's so much more than that, right?
16:06
[SPEAKER_00]: So that's the first step, is really that mindset kind of shift in evolution, if you will, and understanding the consumer of today, also understanding that you're not the only agent they're talking to.
16:17
[SPEAKER_00]: Right.
16:18
[SPEAKER_00]: Yes.
16:18
[SPEAKER_00]: We're probably being entertained by multiple ages.
16:21
[SPEAKER_00]: Even if you think this is someone from your sphere or someone that had referred you, they're probably that's just how we are.
16:29
[SPEAKER_00]: We'd like to compare different things and make sure we're going with the right one for ourselves.
16:34
[SPEAKER_00]: Yes.
16:35
[SPEAKER_00]: So it's understanding that.
16:36
[SPEAKER_00]: The second thing is taking a look at our plan.
16:39
[SPEAKER_00]: And I'll be very real.
16:40
[SPEAKER_00]: Take your plan, pop that into chat, GPT or Claude, and say, I'm a real estate professional.
16:46
[SPEAKER_00]: Here are my big goals for the year.
16:48
[SPEAKER_00]: Help me come up with a plan, marketing plan, business plan, whatever.
16:51
[SPEAKER_00]: And it's going to, that AI is going to break it down for you exactly what you need to do.
16:56
[SPEAKER_00]: Then I would say, look at all of the items on that plan.
17:01
[SPEAKER_00]: Usually in AI and chatGPT and Cloud, it's very quick to tell you.
17:07
[SPEAKER_00]: This is what you're going to do in month one, month two.
17:09
[SPEAKER_00]: So you just got to follow that, honestly.
17:11
[SPEAKER_00]: Yeah.
17:11
[SPEAKER_00]: It's really a no-brainer.
17:13
[SPEAKER_00]: But you have a little bit of that, like your mind, like, oh, let's see what's in the month of October, because I like, you know, fall months, try your best to kind of stick
17:21
[SPEAKER_00]: because that's that planning and that succession is what's going to wrap you up there and just try to really focus on the goal.
17:29
[SPEAKER_00]: So we talked about the entire goals for the year, but then let's move it down into quarters and by month.
17:35
[SPEAKER_00]: So as you have your plan from your AI tool or even if you if you just you know penned out yourself.
17:41
[SPEAKER_00]: Now break it down to this is what I'm going to do in the first 30 days.
17:45
[SPEAKER_00]: So I'm going to do and is because once you have that out and stick that up in front of you, put it right next to your computer every day, it's full proof, right?
17:52
[SPEAKER_00]: It's it's right there for you to do.
17:55
[SPEAKER_01]: And this actually connects perfectly to what we've been talking about, because clarity in your business isn't just about marketing, it's about what's happening behind the scenes too.
18:03
[SPEAKER_01]: If you're a solopreneur, you know how this goes.
18:06
[SPEAKER_01]: Receipts everywhere, expenses for gotten, and then tech season shows up, and while it's just not fun, right?
18:12
[SPEAKER_01]: That's exactly why we built BeKeeper AI.
18:14
[SPEAKER_01]: BeKeeper AI is an AI powered, human verified, conversational, text-based, expense assistant designed for solopreneurs.
18:23
[SPEAKER_01]: No apps to open.
18:24
[SPEAKER_01]: No software to learn, no tax season scrambling.
18:27
[SPEAKER_01]: You simply text your expenses as they happen.
18:29
[SPEAKER_01]: Bekeeper AI captures them and a real human verifies everything.
18:33
[SPEAKER_01]: So nothing slips through the cracks.
18:35
[SPEAKER_01]: We're opening early access right now, and I'd love for you to be part of it.
18:39
[SPEAKER_01]: Head to bekeeperAI.com slash wait list to sign up.
18:42
[SPEAKER_01]: That's the letter B. KeeperAI.com slash wait list.
18:48
[SPEAKER_01]: I'll see you there.
18:50
[SPEAKER_01]: Yes, totally.
18:51
[SPEAKER_01]: And sidebar question, what do you use for project management like or taskless or what's your platform of choice for that?
18:59
[SPEAKER_00]: So I'm a little bit of both online and offline.
19:02
[SPEAKER_00]: If you well, I'm still very traditional with pen and paper.
19:06
[SPEAKER_00]: You know, studies have shown that when you write things down, it stays in your memory and that muscle memory helps you to execute more.
19:15
[SPEAKER_00]: So there's that.
19:17
[SPEAKER_00]: So I use a combination of my notebook, my journal.
19:20
[SPEAKER_00]: I also hear in my role here at realtor.com.
19:25
[SPEAKER_00]: We use a combination of a sauna and we have a more in all of the Google sweet.
19:30
[SPEAKER_00]: So we have checklists and all these different things that we utilize.
19:35
[SPEAKER_00]: we use with technology, but personally for me on a day-to-day, would be pen and paper, a sauna, and probably some of the tools within Google, whether it's checklist that I've already created through my Google Docs, or especially that my team is working on, and then definitely calendar.
19:56
[SPEAKER_00]: calendar is open all day long because if it's on on the calendar, it's not going to happen.
20:02
[SPEAKER_00]: Especially with all the different appointments and things traveling that I have to do to the combination of the two together.
20:09
[SPEAKER_01]: Yes, perfect.
20:10
[SPEAKER_01]: I love that you sort of like use both.
20:13
[SPEAKER_01]: I do too, like I, again, this is a total sidebar, but I use Google Sheets with my clients.
20:19
[SPEAKER_01]: I use Microsoft to do to have both personal and business related tasks.
20:25
[SPEAKER_01]: And then in the morning, I always write like what absolutely has to be done on a sticky note.
20:31
[SPEAKER_01]: What are successful agents doing in terms of that online and offline?
20:35
[SPEAKER_01]: Like, what are they doing to be successful?
20:38
[SPEAKER_01]: And to get that plan to the finish line?
20:40
[SPEAKER_00]: They're sticking to their plans and their goals for the year and breaking that down is nothing's going to stop them from helping the buyers and sellers in their community and in their sphere.
20:54
[SPEAKER_00]: no worldwide events, no changes in whatever is happening with administrations here and there.
21:01
[SPEAKER_00]: They know that their clients need them, especially at this time, to help them stay educated, and to help them move the needle, whether they want to move now or they want to move next year.
21:13
[SPEAKER_00]: They don't just say, oh, you're not moving in two years, they just call me when you're ready.
21:17
[SPEAKER_00]: No, they run of them.
21:19
[SPEAKER_00]: They nurture them.
21:21
[SPEAKER_00]: They're on social media.
21:22
[SPEAKER_00]: They're doing, you know, they're engaging with their clients in the community, whether that be through events, through sponsorships.
21:30
[SPEAKER_00]: They're just always out there.
21:32
[SPEAKER_00]: They've really found a way to stay in front of them, even when they're not there.
21:36
[SPEAKER_00]: So that's where we now talk about the social media and online marketing and all of these things
21:43
[SPEAKER_00]: all at once.
21:44
[SPEAKER_01]: Is it 70 or 80% of clients would do business with a forked their former realtor, but then they don't actually like 12% or it's I can't remember what the statistic is, but then they actually don't because they can't remember their name.
21:59
[SPEAKER_01]: Can't remember their name.
22:00
[SPEAKER_01]: Yeah, I'd a contact them.
22:02
[SPEAKER_00]: Yeah, it's a very hard number that they would.
22:04
[SPEAKER_00]: And then they're small number that they actually do actually do.
22:08
[SPEAKER_00]: Yeah, we're a lost opportunity there.
22:11
[SPEAKER_00]: 100%.
22:13
[SPEAKER_01]: Okay, let's talk about my versus offline.
22:16
[SPEAKER_01]: Sure.
22:16
[SPEAKER_01]: I'm like super excited to talk about offline with you because you did work in a marketing company that was really focused on, I think, print and, you know, geofarming, yes, a lot of people will say, you know, print is dead.
22:31
[SPEAKER_01]: And I'm also one of those people who just doesn't believe in spending thousands of dollars on just listed just sold postcards.
22:38
[SPEAKER_01]: But I don't believe that print is dead, so I want to know your opinion when it comes to offline paid marketing, specifically print marketing.
22:48
[SPEAKER_00]: I agree with you, you should not be spending thousands of dollars on just listed in just sold postcards.
22:54
[SPEAKER_00]: There's so many, I think the first understanding is know what tools and what technologies now available in print marketing.
23:03
[SPEAKER_00]: understanding what it is you want to accomplish.
23:06
[SPEAKER_00]: So one of the things I talk about often with agents when it comes to prospecting is when they're looking for listings, right?
23:11
[SPEAKER_00]: They want, and that's where they're just listening.
23:13
[SPEAKER_00]: Just so postcards come out because they want to send it to a geo area and showcase, hey, I'm selling this home.
23:17
[SPEAKER_00]: I can sell yours too.
23:19
[SPEAKER_00]: There's lots of different things that you can do from that.
23:21
[SPEAKER_00]: There's the prospecting letters are so very powerful.
23:24
[SPEAKER_00]: And I do admit, I agree.
23:26
[SPEAKER_00]: It's a slow,
23:28
[SPEAKER_00]: ROI to get to it, to get to it, and it keeps your name out there in a very hyper local geofocus area.
23:36
[SPEAKER_00]: And if you're wanting to get more listings in a specific area, you've got to get your name out there.
23:43
[SPEAKER_00]: And so if you can't dork for whatever reason, a lot of people can't be out there on the streets dorking,
23:50
[SPEAKER_00]: thing you need to have some kind of way to put your name out there.
23:55
[SPEAKER_00]: So whether it be through monthly postcards or prospecting letters, a lot of agents do billboards, right?
24:04
[SPEAKER_00]: There's different other agents will take the approach of just showing up at a lot of different events and sponsoring a booth at an event or a banner and things like that.
24:11
[SPEAKER_00]: And so you've got to determine realistically what your budget can be because to be honest, to be successful as an entrepreneur, you have to invest in your marketing advertising.
24:22
[SPEAKER_00]: Nothing is free in this world.
24:25
[SPEAKER_00]: If you want to go big, you have to invest in some way to get your name out there, right?
24:31
[SPEAKER_00]: Yeah.
24:32
[SPEAKER_00]: Thankfully, we have lots of different companies.
24:34
[SPEAKER_00]: So the company I worked for
24:37
[SPEAKER_00]: I don't know.
24:37
[SPEAKER_00]: I think they have some really amazing technology because they were the first ones to put the QR code on that postcard.
24:44
[SPEAKER_00]: Where if you were selling, if you weren't, let's say you got a listing and you're sending out just listed cards.
24:49
[SPEAKER_00]: The call to action was if you could sell your home for the right price today, would you sell it?
24:55
[SPEAKER_00]: Find out.
24:56
[SPEAKER_00]: Click on that QR code in seconds.
24:58
[SPEAKER_00]: It would take them to an estimated range of what that home could be.
25:01
[SPEAKER_00]: That's a very
25:06
[SPEAKER_00]: technology built into your car.
25:08
[SPEAKER_00]: And now he was an agent can see, oh, Mr. Smith, that went through through me.
25:12
[SPEAKER_00]: She was looking at my postcard.
25:14
[SPEAKER_00]: And there was nothing like it back in the day, right?
25:16
[SPEAKER_00]: Again, understanding where you want to go, what you need to achieve and realistically identify what that cost is going to be.
25:24
[SPEAKER_01]: that that's really important.
25:26
[SPEAKER_01]: Let's go to the online now.
25:28
[SPEAKER_01]: If an agent could be anywhere, where should they be online?
25:30
[SPEAKER_00]: Definitely have a website, your own website.
25:34
[SPEAKER_00]: It's one thing to have a profile on your team's broker site or your if you're a part of a large brokerage and you have a profile on every agent has an online profile on their broker site.
25:46
[SPEAKER_00]: Get that up, get your own
25:51
[SPEAKER_00]: Yeah.
25:51
[SPEAKER_00]: There is going to be a cost to it.
25:53
[SPEAKER_00]: There's no freeway to have a website.
25:56
[SPEAKER_00]: You could now, you know, I would say 10 years ago was hard to build a website because you have to pay a ton of money to developers to create a website for you.
26:05
[SPEAKER_00]: But there are different real estate sites now.
26:07
[SPEAKER_00]: You can even hire someone on thumbtack or fiber to help you.
26:10
[SPEAKER_00]: So everything helps you build your house.
26:13
[SPEAKER_00]: Yeah.
26:13
[SPEAKER_00]: Yes.
26:14
[SPEAKER_00]: You can even ask your chat GPT to help you bought a build
26:20
[SPEAKER_00]: there's so many ways to kind of explore that.
26:23
[SPEAKER_00]: And then having that online presence on places where people are searching.
26:28
[SPEAKER_00]: Yes.
26:29
[SPEAKER_00]: Where are people searching today?
26:31
[SPEAKER_00]: When it comes to true real estate search.
26:35
[SPEAKER_00]: They're on the port, they're on realtor.com, they're on other portals.
26:40
[SPEAKER_00]: And so how do you make sure that you're being found on these sites that people are searching more and searching first, right?
26:47
[SPEAKER_00]: Realtor.com, we're a site that people know like and trust.
26:51
[SPEAKER_00]: So why not take advantage of that space that people are in.
26:56
[SPEAKER_00]: So have your website, have your profiles, and social media.
27:00
[SPEAKER_00]: Even if it's just Instagram or Facebook.
27:03
[SPEAKER_00]: You don't have to be on all of them, but you need to find your presence in at least one space.
27:10
[SPEAKER_00]: So people can find you, but more importantly, so that
27:15
[SPEAKER_00]: The internet and AI can find you.
27:17
[SPEAKER_00]: Now, this is where we're at.
27:19
[SPEAKER_00]: Is we are, we need to level up our online presence and by showing up on our websites, on our social media, profiles on high trusted sites like worldtor.com, so that AI tools and the algorithms can work in our favor and we can be found.
27:35
[SPEAKER_00]: We need it.
27:35
[SPEAKER_01]: Yes, I love it, I love it, I love it.
27:37
[SPEAKER_01]: Okay, let's talk a little bit about your human centric philosophy.
27:42
[SPEAKER_01]: What is it?
27:44
[SPEAKER_00]: human centric philosophy is truly, I mentioned it earlier on is understanding the needs of your clients.
27:56
[SPEAKER_00]: There's so many tactics out there in sales and I've seen all of the coaching Christine and we haven't some amazing coaches in this industry.
28:05
[SPEAKER_00]: I mean, they have a lot of sales tactics and a lot of different
28:12
[SPEAKER_00]: proven ways for you to convert more how a higher our our our all these things.
28:17
[SPEAKER_00]: And I think sometimes we forget just to be human, right?
28:20
[SPEAKER_00]: And actually a very good example of this right now was the use of AI.
28:24
[SPEAKER_00]: I think AI has gone too far for some agents.
28:30
[SPEAKER_00]: I think that we definitely want to use it to help with our productivity and to help us kind of streamline our business so we can do more activities like be more human with our clients.
28:42
[SPEAKER_00]: So let's not overuse the technology to take over our jobs.
28:48
[SPEAKER_00]: Let's use it as someone who's on our team that's going to help us meet our goals, but really coming from a place of help and just being human because your clients are human too.
28:59
[SPEAKER_00]: And so what does that truly mean on a day-to-day?
29:02
[SPEAKER_00]: Pick up the phone and call people.
29:05
[SPEAKER_00]: And don't just call them to ask if they're ready to sell their home now, call them to see hey, how they're doing.
29:11
[SPEAKER_00]: Hey, you noticed that, you know, their son got accepted into, into his college that he wanted, or you noticed that you had someone, even if it was someone yet to talk to in a while, you noticed that they recently had a death in the family.
29:27
[SPEAKER_00]: these little moments of nudges and touches mean a lot to people.
29:32
[SPEAKER_00]: That's what I mean by human setric is always staying connected with one another because it's that, you know, there's this coat that I really love by my angel.
29:42
[SPEAKER_00]: That people will forget what you say, people forget what you tell them, but they'll never forget how you made them feel.
29:49
[SPEAKER_00]: Yes.
29:49
[SPEAKER_00]: Yeah, and that's not the exact quote,
29:56
[SPEAKER_00]: in the day that they're having, making them feel good about the choices that they're making, they're making the right choice, or they need to reevaluate their decisions.
30:06
[SPEAKER_00]: They're going to remember you.
30:07
[SPEAKER_00]: You're going to be the agent that they want to go to and send all of their friends and family to.
30:13
[SPEAKER_00]: So that's what I mean by human centric.
30:15
[SPEAKER_00]: They're just seeing a human and not
30:18
[SPEAKER_00]: letting technology automate everything in our lives.
30:22
[SPEAKER_01]: Yeah, I love how you said don't let AI replace what you do, let it help you to be more productive instead.
30:30
[SPEAKER_01]: Yeah, it's more like a partner than a replacement of a human.
30:37
[SPEAKER_01]: And I love that quote from Maya Angela.
30:39
[SPEAKER_01]: I think I use that in every presentation that I give because I just think
30:43
[SPEAKER_01]: It's just so important.
30:44
[SPEAKER_01]: The client experience, you know, I had Brittany Hodeck on the podcast about a month ago, maybe, and her whole thing is client experience, you know, how can you remove apathy and
31:00
[SPEAKER_01]: exceed expectations so that the client never forgets you.
31:04
[SPEAKER_01]: I love them.
31:06
[SPEAKER_01]: And that's really, that's really it.
31:08
[SPEAKER_01]: It's like making them feel seen, heard, appreciated, understood, and exceeding expectations in every point throughout the journey.
31:18
[SPEAKER_01]: I always encourage agents and I do this myself.
31:22
[SPEAKER_01]: Like when I pick up the phone or send a text or an email,
31:30
[SPEAKER_01]: after this interaction, and that really helps you when you're in an emotional state or you're feeling frustrated or whatever to choose words wisely.
31:40
[SPEAKER_01]: As we start to wrap up, I am curious if you are a agent listening to this right now and you're feeling like you just wanna throw your hands in the air, because you just don't know where to start as it relates to putting your marketing plan together.
31:56
[SPEAKER_00]: what would your advice be?
31:58
[SPEAKER_00]: Very easy.
31:59
[SPEAKER_00]: Let's go online.
32:00
[SPEAKER_00]: Let me look you up and see how I can find you.
32:04
[SPEAKER_00]: And so what we do is usually for an Zoom call, or even if I'm with agents at a live event, and they often come to me, which is honestly really great Christine, even I get a, you know, let's be honest, I get a lot of complaints.
32:17
[SPEAKER_00]: They come to me and they go, this leads a thing about rotor.com.
32:20
[SPEAKER_00]: They just had this misconception about what we truly are, and what we do.
32:25
[SPEAKER_00]: And what I like about that is they found enough trust in me to come to me and talk to me about it.
32:31
[SPEAKER_00]: And so in that moment, my goal with that agent or broker is to help them see another side of realtor.com through me and to you.
32:40
[SPEAKER_00]: We truly care about them in the industry, right?
32:43
[SPEAKER_00]: Because I wouldn't be here if that wasn't the value here at rulter.com, right?
32:47
[SPEAKER_00]: We truly want the industry to succeed and each agent to be successful.
32:52
[SPEAKER_00]: And so even if I'm next to them, I'll say, well, let me pull you up right now on mine and kind of see where you are.
32:57
[SPEAKER_00]: You know, you say your leads are calling you back.
32:59
[SPEAKER_00]: You say that, you know, your sphere is in calling you back.
33:01
[SPEAKER_00]: Let me just look you up on mine right now.
33:03
[SPEAKER_00]: And 98% of the time Christine, I cannot find them online.
33:09
[SPEAKER_00]: Yeah, that's really the first step because if I can't find you online and you're trying to do an open house this weekend and you're trying to work with buyers guess what they've seen another agents and they've also seen 10 you know listing agents as well and you better believe they're taking all those business cards back home and they're looking you up online they're looking up on social media and if they can't find you your card is is gone.
33:33
[SPEAKER_00]: Yeah.
33:34
[SPEAKER_00]: So let's look at what.
33:35
[SPEAKER_00]: First step, if you do not come up on rilter.com, we're getting you on rilter.com.
33:39
[SPEAKER_00]: Your profile, your presence to be on our site is free.
33:43
[SPEAKER_00]: There's no cost you to do rilter.com, right?
33:47
[SPEAKER_00]: Let's get you on that free profile.
33:48
[SPEAKER_00]: There's that next I'm going to look at look for your website.
33:52
[SPEAKER_00]: How many websites do you have out there?
33:53
[SPEAKER_00]: Why do you have a website that has a green logo and another website that has a red logo?
33:59
[SPEAKER_00]: It's all the time, Christina, I'm telling you.
34:01
[SPEAKER_00]: And if they don't have multiple websites, they have no website, right?
34:05
[SPEAKER_00]: I know, I know, that's the next thing.
34:08
[SPEAKER_00]: And so there's then I'll lead them to resources and how they can get a website, or if they just need a landing page, maybe their brokerage offers them free websites, whatever.
34:17
[SPEAKER_00]: Just get it up, right?
34:18
[SPEAKER_00]: Yeah.
34:19
[SPEAKER_00]: And then we go through social media, let me see, are you on Facebook at least?
34:22
[SPEAKER_00]: LinkedIn, are you on something?
34:23
[SPEAKER_00]: And so, you know, well, start to just kind of go through and I do that right next to them so they can truly see and they get excited about it because they see, oh, it's free for me to get on realtor.com.
34:33
[SPEAKER_00]: I can do that.
34:34
[SPEAKER_00]: I give them something that's actionable.
34:37
[SPEAKER_00]: So I say, okay, so I want you to get your profile up to date and I want you to reach out to me two weeks.
34:41
[SPEAKER_00]: Let's take a look at it again.
34:42
[SPEAKER_00]: So they just get really excited knowing that I'm going to help them be accountable in the beginning stages.
34:48
[SPEAKER_00]: Yeah.
34:49
[SPEAKER_00]: And that's really the first step.
34:50
[SPEAKER_00]: And then once once they're in there, I feel a lot of times they get excited about it.
34:55
[SPEAKER_00]: They want to keep them a momentum going.
34:56
[SPEAKER_00]: They take a couple of my webinars and
34:59
[SPEAKER_00]: They compare it to other things that they're learning and we start the planning process and just really get them on their way to building that online brand presence so that they can be found.
35:09
[SPEAKER_01]: Yeah.
35:10
[SPEAKER_01]: That's brilliant.
35:10
[SPEAKER_01]: I mean, I think that's like step number one.
35:13
[SPEAKER_01]: It is a making sure you're online and be checking it.
35:17
[SPEAKER_01]: I say like every six months, is your, you know, is everything up to date?
35:22
[SPEAKER_01]: Are your logos up to date?
35:23
[SPEAKER_01]: Are your, is your headshot up to date?
35:24
[SPEAKER_01]: Is your contact information up to date?
35:27
[SPEAKER_01]: And is it consistent across the board?
35:28
[SPEAKER_01]: And your bio?
35:29
[SPEAKER_01]: Like, you know, always
35:32
[SPEAKER_01]: review it every six months or so and make sure that it's still what you want it to say.
35:36
[SPEAKER_01]: Really, really important.
35:39
[SPEAKER_00]: Oh, and now I got to say your bio.
35:41
[SPEAKER_00]: Of course you want your bio to be very, we use your friendly, you want buyers and sellers to see it and be like, this is the agent for me.
35:50
[SPEAKER_00]: But now your bio has to be in tipi top shape for AI because it AI, the AI tools can't skim through your
35:58
[SPEAKER_00]: they're not going to be able to recommend you in their conversations with buy 100% in AI.
36:05
[SPEAKER_00]: So that's another, that's kind of like this next generation of marketing and AI that I'm talking about a lot lately is how do we ramp up that online presence so that both consumers and AI tech tools can find us.
36:19
[SPEAKER_01]: Yes, it's not called SEO anymore.
36:22
[SPEAKER_01]: What is it called like GEO and AEO?
36:26
[SPEAKER_00]: GEO and AEO.
36:27
[SPEAKER_00]: Yeah, generative engine optimization and answer engine optimization.
36:31
[SPEAKER_00]: Okay, got it.
36:32
[SPEAKER_00]: Love it.
36:33
[SPEAKER_01]: GEO, AEO and AEO.
36:36
[SPEAKER_01]: Okay, got it.
36:37
[SPEAKER_01]: Love it.
36:37
[SPEAKER_01]: Okay, quick lightning round.
36:41
[SPEAKER_01]: Okay.
36:41
[SPEAKER_01]: Ready?
36:41
[SPEAKER_01]: Yes.
36:43
[SPEAKER_01]: Best brand outside of real estate that agents should study.
36:47
[SPEAKER_00]: Oh my goodness, right now, right now, clawed and drop a clawed study their brand.
36:56
[SPEAKER_01]: Totally, okay.
36:57
[SPEAKER_01]: Yep.
36:57
[SPEAKER_01]: One piece of advice you'd give to your 20 year old self.
37:03
[SPEAKER_00]: Just be yourself.
37:05
[SPEAKER_00]: Don't try to be in a mold that people are trying to put you in, be yourself.
37:10
[SPEAKER_00]: Yes.
37:12
[SPEAKER_00]: Chatchy PT or Claude?
37:13
[SPEAKER_00]: Claude.
37:14
[SPEAKER_00]: Yes, I'd love Claude.
37:16
[SPEAKER_00]: All the real ones are moving to Claude.
37:18
[SPEAKER_00]: Let's just keep it real.
37:20
[SPEAKER_00]: Yes.
37:20
[SPEAKER_00]: Yes.
37:22
[SPEAKER_01]: Like, I was, um...
37:24
[SPEAKER_01]: Intim, not intimidated.
37:25
[SPEAKER_01]: I was hesitant because I was like, uh, I've trained G, chatGPT, but I have now trained Claude and it is phenomenal.
37:34
[SPEAKER_00]: I mean, someone told me that you can take all your memory and chatGPT and upload it into Claude.
37:42
[SPEAKER_00]: And so I'm going to try it and I'll let you know because seeing if it works.
37:45
[SPEAKER_00]: Okay.
37:45
[SPEAKER_00]: Awesome.
37:46
[SPEAKER_00]: Yeah.
37:46
[SPEAKER_00]: I love it.
37:48
[SPEAKER_01]: And so much for being here.
37:49
[SPEAKER_01]: Thank you for having me, Christine.
37:53
[SPEAKER_01]: Thanks so much for listening, and if you enjoyed our conversation, make sure to share it with a friend.
37:58
[SPEAKER_01]: If you're listening on your podcast app, click that follow button, and if you're watching on YouTube, click the subscribe button, so you never miss another episode.
38:06
[SPEAKER_01]: Sign up for our newsletter, the sunbeam, go to postobemecreative.com, and sign up.
38:11
[SPEAKER_01]: I'm Christine George, and you're listening to No Like Trust for Real Estate.