Latest / Connor with Honor: AI, Real Estate and Real Life / Class 15: Simple AI Wins That Make Santa Clarita Agents Show Up in ChatGPT, Gemini & Google’s AI Results

Transcript

Class 15: Simple AI Wins That Make Santa Clarita Agents Show Up in ChatGPT, Gemini & Google’s AI Results · Connor with Honor: AI, Real Estate and Real Life

0:01
SPEAKER_00: All that.
0:01
SPEAKER_00: So we have everybody here.
0:03
SPEAKER_00: And then what I'll do, um, we'll start to get into these currently, and then we'll uh start talking about what's happening in the AI realm, maybe before we actually start getting into this.
0:14
SPEAKER_00: But this is uh this is interesting.
0:16
SPEAKER_00: So I just wanted to share with this before we start this first email.
0:20
SPEAKER_00: This lady uh sends me things, and I just thought it's one of those tricky, the tricky things that you should watch out for if in fact you are out there looking uh and having people send you things, trying to solicit you and your business to be able to sign up for them.
0:38
SPEAKER_00: So before I get into today's show, let's look at this email.
0:42
SPEAKER_00: So this lady sent me information with regard to performance and wanting to have me score on for my for one of the businesses, and this potentially is going to be the this one here.
0:55
SPEAKER_00: And just just to catch everybody up now, the the regular, uh, the regular people are here.
1:00
SPEAKER_00: So this is an email that I got.
1:02
SPEAKER_00: Before I get into today's show, I wanted to show you this, but it's very cleverly put together and it's very misleading.
1:07
SPEAKER_00: And in fact, it's it's a lie.
1:09
SPEAKER_00: But let me show you what she did when she put it together so you can see that we've had some correspondence, dear, dear realtor.
1:17
SPEAKER_00: You know, I'm going to be replacing one of these three realtors.
1:21
SPEAKER_00: Uh, you probably know them, getting 87% of seller leads in the area.
1:26
SPEAKER_00: We're talking highly targeted sellers and buyers, blah, blah, no ads, no referral.
1:31
SPEAKER_00: Let me know if you're interested.
1:32
SPEAKER_00: And then I said, sure, because everybody that reaches out to me, the information I see, I know Patrick's real good at sending me.
1:40
SPEAKER_00: I mean, I've wasted many hours on what Patrick sends me.
1:43
SPEAKER_00: But anyway, but it's basically people saying, you know, we have this best option, and it's great.
1:48
SPEAKER_00: I'm glad he sends them.
1:50
SPEAKER_00: And I watched them and I haven't found anything real yet.
1:53
SPEAKER_00: But, you know, it's very clever marketing.
1:55
SPEAKER_00: So he's advising me, and then on the show, I can advise you.
1:58
SPEAKER_00: And this is one of those things.
2:00
SPEAKER_00: So I said, sure, why not?
2:01
SPEAKER_00: So then she said, I'm happy to provide more information.
2:04
SPEAKER_00: She gave me this and I looked at it and thought it was silly.
2:07
SPEAKER_00: Then she resent it again.
2:09
SPEAKER_00: So I thought I would talk to you about it.
2:11
SPEAKER_00: So what she's showing here is she's showing these three different groups that are scoring on Google.
2:17
SPEAKER_00: But if you look, can I even make this bigger?
2:20
SPEAKER_00: I guess so.
2:21
SPEAKER_00: So you can kind of see here that what we're dealing with is this.
2:25
SPEAKER_00: She says, and I'll show you this in the email, she says she's going to put me in this list.
2:31
SPEAKER_00: That would be very much impossible, at least right now, because these are based by Google reviews and based by number.
2:40
SPEAKER_00: So this cat here has 336, 139, and 108.
2:44
SPEAKER_00: And that's fine.
2:45
SPEAKER_00: That capability is everybody's.
2:47
SPEAKER_00: You can do that.
2:48
SPEAKER_00: There's a reputation management AI system that you can actually start getting these reviews from past clients, and that's fine.
2:54
SPEAKER_00: So everybody can do this.
2:56
SPEAKER_00: But the thing about this is when people call you and tell you that they're going to replace it.
3:00
SPEAKER_00: This is what your business could be one of the three listed above, replacing one of these competitors, getting those calls and leads consistently.
3:09
SPEAKER_00: If you're interested in taking this spot, feel free to pick a time and book.
3:14
SPEAKER_00: So this is thousands of dollars per month.
3:16
SPEAKER_00: And all it is is a reviews management system, something I would charge probably somewhere near$500 to do per month to be able to get the reviews up and running.
3:25
SPEAKER_00: So she'll charge$49.95 and you still never get here.
3:29
SPEAKER_00: You would have to then trump these people.
3:32
SPEAKER_00: So what I did today in today's show, I talked about how you would get here.
3:36
SPEAKER_00: And it's really starting with things that you probably already have in process.
3:42
SPEAKER_00: And for today's show, I did use a combination of Claude.
3:47
SPEAKER_00: So Claude's great if you haven't played with Claude AI yet.
3:51
SPEAKER_00: It gives you quite a bit for free.
3:53
SPEAKER_00: The way that it writes is beautiful, the way that it puts together blog posts, incredible.
3:59
SPEAKER_00: I think that particular thing when it comes to writing and being creative, and even having it review your website for SEO and AEO and AIEO, how you can best structure the page.
4:10
SPEAKER_00: Claude itself does just a fantastic job.
4:13
SPEAKER_00: So just something to think about.
4:16
SPEAKER_00: So this is the presentation Claude made me for today's show.
4:20
SPEAKER_00: And it's not bad.
4:21
SPEAKER_00: It did put my notes in here, and you know, it wasn't uh it wasn't hard to do.
4:25
SPEAKER_00: It chewed on it for over an hour.
4:27
SPEAKER_00: There was a couple iterations that I had to go in, so not as fast as some.
4:32
SPEAKER_00: Um, one of the things that I'll point out when you go into the chat GPT, it has the Canva ability.
4:41
SPEAKER_00: So that's where I actually finished and put the final show together.
4:45
SPEAKER_00: This is Jim and I putting together the show.
4:47
SPEAKER_00: Again, it doesn't have that uh, it's not able to put together an actual webinar or these sorts of things, but those are the three that I happen to use.
4:58
SPEAKER_00: So let's get into the show if I can find it.
5:01
SPEAKER_00: There it is, class 15.
5:02
SPEAKER_00: All right, so this is what's what's gonna happen.
5:04
SPEAKER_00: So I want to welcome everybody.
5:05
SPEAKER_00: We're gonna do some wins for local agents and local businesses.
5:08
SPEAKER_00: Of course, I'm Connor McIver, and we will talk about what's happening and where actually uh people show up where people are searching inside AI tools like ChatGPT, Gemini, and others.
5:20
SPEAKER_00: People are still Googling, yes, but more and more they're asking AI directly, you know, who should I work with?
5:27
SPEAKER_00: What agents are the best in a particular market?
5:29
SPEAKER_00: There was one time where you could do very well as a real estate agent by when you're putting content together, putting in best, top, supreme, these sorts of qualification keywords in in conjunction with your name.
5:43
SPEAKER_00: And then it didn't take long, then everybody else caught on, everybody else started doing it.
5:47
SPEAKER_00: So then it started to get watered down a little bit.
5:49
SPEAKER_00: But that's something that's now come back to the forefront when you start to put things together in a QA type uh type strategy.
5:57
SPEAKER_00: So that's something just to be aware of.
5:59
SPEAKER_00: So today I'm gonna walk you through some very doable changes to your online presence, and by the end, you'll know exactly what you can fix.
6:08
SPEAKER_00: And then I can also help if you need that as well, someone just to get it done for you.
6:13
SPEAKER_00: But one of the first things that you should think about is when you get ready.
6:18
SPEAKER_00: Yeah, that's today currently, and that was up from from this three days ago.
6:23
SPEAKER_00: So we're we're working, you know, all of us are working here, and you know, we're gonna we're gonna get this thing fixed.
6:28
SPEAKER_00: I've solved this once, we're gonna solve it again.
6:30
SPEAKER_00: So that's for the people that are watching.
6:32
SPEAKER_00: Thank you, Patrick, for smiling.
6:33
SPEAKER_00: Don't smile.
6:34
SPEAKER_00: Okay.
6:34
SPEAKER_00: I spent 24 years uh with the law enforcement and then moving through different things, and of course, been a real estate agent now.
6:41
SPEAKER_00: I'm working as a full-time growth architect to help people with AI stuff.
6:45
SPEAKER_00: So I'm constantly digesting this, testing things, and bringing them to you here.
6:49
SPEAKER_00: So the first thing that you might want to do is find out what properties you actually have.
6:54
SPEAKER_00: So if you're with Realty One watching this later, or a different real estate company, of course, I'm I'm uh jaded.
7:00
SPEAKER_00: The I Realty One is really what I like.
7:03
SPEAKER_00: But again, no matter where you're with, maybe they have some kind of a website for you.
7:07
SPEAKER_00: And I know Realty One group does offer this for their agents.
7:10
SPEAKER_00: Now, in that particular website, there's MLS, it's an MLS-enabled site.
7:16
SPEAKER_00: So it's gonna have property listings, it's gonna have all the property listings, so the permissions are gonna be allowed on there, so people will be able to go there and search.
7:23
SPEAKER_00: In with that, if you have the ability to add pages and add content, this is important.
7:29
SPEAKER_00: That should have been step one coming into the company.
7:32
SPEAKER_00: Now, if you've been there 15 years and you've never done this, this is incredibly important to do.
7:37
SPEAKER_00: So you're going to want to go in and use this, these strategies that I teach in my class to go through and change every single page of your site and update it with content.
7:48
SPEAKER_00: And now it's so easy because you actually don't even have to write it yourself.
7:52
SPEAKER_00: You can ask AI to write it.
7:54
SPEAKER_00: Now, I'll say this, throw it out there.
7:56
SPEAKER_00: Here's a caveat.
7:57
SPEAKER_00: Make sure that you go through the text and make sure that it's not doing anything in there, saying things that are going to get you in trouble later, because at the end of the day, you're going to be responsible for every piece of content you publish.
8:10
SPEAKER_00: And I know there were changes to the automotive realm.
8:15
SPEAKER_00: And I know some of the people watching remember this.
8:17
SPEAKER_00: Automotive people, little mom and pop auto shops were selling cars.
8:22
SPEAKER_00: What does this have to do with anything?
8:23
SPEAKER_00: Well, what they did is they had legal, legal changes in the in the selling of the vehicles.
8:29
SPEAKER_00: So once they did, let's say one of the legal changes, when the bill came up and was approved, whatever law it would be with advertising and marketing of these vehicles, maybe it said you needed to have a VIN number representing the vehicle that you're talking about being on sale at this particular amount of money.
8:46
SPEAKER_00: What some smart attorneys did is they went out there and they targeted these people that didn't make that change because they were unaware, they didn't see it.
8:54
SPEAKER_00: And that's where in real estate it's so important to be tied up with your broker and real estate company.
8:59
SPEAKER_00: Attend all the meetings if you can so you learn those latest laws.
9:03
SPEAKER_00: Can't tell you how many times I've been sitting in the meetings there at Realty One and I've I've learned things that protected my tail because I had no idea it happened.
9:11
SPEAKER_00: I felt like I was living under a rock.
9:13
SPEAKER_00: Same thing in AI.
9:14
SPEAKER_00: If you take something and you publish it, and then that thing ends up getting you in trouble and you just didn't know it doesn't work.
9:22
SPEAKER_00: It's just like the dog eating your homework.
9:24
SPEAKER_00: It just doesn't work that way.
9:25
SPEAKER_00: All right, so I'm gonna turn that down as well.
9:28
SPEAKER_00: So it, you're, you're totally responsible for that, for anything that you publish.
9:33
SPEAKER_00: So you definitely want to go through and vet that.
9:36
SPEAKER_00: Now, as far as search engines go, I'm gonna date myself here, but some of you remember the old school days of the internet, ass Jeeves, Yahoo, AOL.
9:44
SPEAKER_00: If you had dial-up, you remember praying that nobody picked up the phone mid-load.
9:48
SPEAKER_00: That was uh that was a mess as you were trying to do something.
9:51
SPEAKER_00: And then, of course, you remember the d-dong, d dong, the tones dialing in, and there was a little bit of a dopamine hit, I gotta say.
9:58
SPEAKER_00: You're excited, you were gonna get on there, you're gonna be able to see stuff and do things and watch those pictures load line by line by line.
10:05
SPEAKER_00: Then Google came, became the default.
10:07
SPEAKER_00: For years, the habit was open Google, type something, click around through websites, and you had to do the hunting for the answer.
10:14
SPEAKER_00: Now we're in a new phase.
10:16
SPEAKER_00: People open up the chat GPT Gemini Claude Perplexity, and they just ask who's the best realtor in Santa Clarita for first-time buyers?
10:24
SPEAKER_00: What's a good local plumber that actually shows up on time?
10:28
SPEAKER_00: And instead of 10 blue links, they get one answer or a short list.
10:33
SPEAKER_00: And usually, depending on the content that's present, usually on YouTube, a lot of these engines are pulling from YouTube.
10:40
SPEAKER_00: And especially if people are still using Google, which a lot of them are, they're going to show a YouTube video as well.
10:46
SPEAKER_00: So if you could be placed for that particular question in the title of your YouTube video, you would be doing very, very well.
10:53
SPEAKER_00: You know, what you know, if you happen to be a plumbing company, again, uh finally a good local plumber that actually shows up on time, or the best realtor in Santa Clarita for first-time buyers.
11:04
SPEAKER_00: You know, instead of being so self-promotional, though, instead of saying, you know, Jackie is the best, you could say, what are the tenants?
11:12
SPEAKER_00: What are the top three traits of the best realtor in Santa Clarita for first-time buyers?
11:18
SPEAKER_00: And all of the LLMs will probably produce good content like that.
11:23
SPEAKER_00: So AI tools like ChatGPT and Gemini are fundamentally answer finders.
11:28
SPEAKER_00: They're not link finders.
11:30
SPEAKER_00: It was back then when we would do a search, we would see all the articles, and then we would have to go in there and look.
11:36
SPEAKER_00: Now, Google was famously good at giving you the good content.
11:40
SPEAKER_00: The other ones, you would click through, you would see a site, and it was like, ugh, not even close to what you were looking for.
11:46
SPEAKER_00: Google did a good job of creating uh an algorithm, a program, if you will, that was able to vet these sites.
11:52
SPEAKER_00: That's why they were difficult to also trick over time.
11:56
SPEAKER_00: At the very beginning, it was like the Wild, Wild West.
11:58
SPEAKER_00: You had the black hat strategy, which are like the villain in the cowboy movies with a black cowboy hat.
12:03
SPEAKER_00: Remember, they would be the ones that were the villain, the bad person.
12:07
SPEAKER_00: Then you had the white hat people.
12:08
SPEAKER_00: They were the good guy, the sheriff with the white hat.
12:11
SPEAKER_00: So you had white hat strategies versus black hat strategies with regard to search engine optimization.
12:17
SPEAKER_00: And back then I remember so many phone calls.
12:19
SPEAKER_00: We're gonna get you uh, we're gonna get you listed on Google.
12:22
SPEAKER_00: In fact, that email I showed you at the beginning of the show, another good example of a trick saying that they're gonna put me in that three-pack.
12:30
SPEAKER_00: That three-pack has nothing to do with that person selling that service.
12:34
SPEAKER_00: They do uh they try to do a pay-per-click campaign, which they put this massive uh management fee on top of it instead of just doing something modest to be able to put together the ads and then letting the client pay the rest of it.
12:50
SPEAKER_00: That pay-for-play is really a good place to be.
12:54
SPEAKER_00: It's not expensive for agents.
12:56
SPEAKER_00: If you join Zillow, it's hugely expensive.
12:58
SPEAKER_00: These other syndication systems charge a lot more money because they're built on that entire foundation.
13:04
SPEAKER_00: Google owns the market a lot in a lot of places for search, but that doesn't mean us being well positioned in meta-ads or Facebook, we can't do that as well.
13:13
SPEAKER_00: And that's something that we can talk about.
13:15
SPEAKER_00: So these basically, when someone asks for the good realtor in Santa Clara for downsizing, AI doesn't want to show you a hundred websites.
13:23
SPEAKER_00: It provides you with one convenient answer.
13:25
SPEAKER_00: So to do that, it's going to look for clear signals about who you are, where you are, who you serve, and what you're known for.
13:33
SPEAKER_00: Then it looks for proof.
13:35
SPEAKER_00: Do you have reviews?
13:36
SPEAKER_00: Do you publish helpful content?
13:38
SPEAKER_00: Are your details consistent across the web?
13:41
SPEAKER_00: And the clearer and more inconsistent those signals are, the more likely you are to show up in that AI-generated answer.
13:47
SPEAKER_00: Your our job is to make it easy for these systems to understand you and trust you.
13:53
SPEAKER_00: So these are good examples, and I will later have an entire uh an entire formula put together at SantaClaritaai.com regarding this, but of course you can play this back many times.
14:05
SPEAKER_00: But these are the things that you're going to look for.
14:08
SPEAKER_00: Who you serve?
14:09
SPEAKER_00: Is it first-time buyers?
14:10
SPEAKER_00: Is it luxury home buyers?
14:12
SPEAKER_00: And of course, if somebody calls you and says, Well, could you handle more luxury home sellers?
14:17
SPEAKER_00: No agent's gonna say, you know, I just, I just love mobile homes and that's all I deal with.
14:22
SPEAKER_00: I'm not gonna mess with anything on the luxury.
14:24
SPEAKER_00: You know, no agent's gonna say that.
14:25
SPEAKER_00: So they call and they ask you the right question, right?
14:28
SPEAKER_00: They're gonna call and they say, Well, can you handle more business?
14:30
SPEAKER_00: Nobody's gonna say, yeah, no, I'm just so busy.
14:33
SPEAKER_00: I can't, of course, you'll just expand, you'll hire somebody and so on.
14:37
SPEAKER_00: But that's what they do, that's how they do it.
14:39
SPEAKER_00: Um, let's move into something else.
14:41
SPEAKER_00: All right, but the clear and more consistent those signals are, the more you're gonna show up.
14:46
SPEAKER_00: So that's kind of these small changes that you can implement yourself.
14:50
SPEAKER_00: Now, we can simplify this whole AI visibility problem into three pillars.
14:54
SPEAKER_00: So, pillar number one is a clear identity.
14:57
SPEAKER_00: Your story is obvious.
14:59
SPEAKER_00: Who you are, where you serve, and what you specialize in.
15:02
SPEAKER_00: Here's something agents have an issue with.
15:05
SPEAKER_00: Nobody wants to tie themselves down to one city.
15:08
SPEAKER_00: Nobody really wants to tie them downselves down to an area or a neighborhood.
15:12
SPEAKER_00: And maybe, depending on home size, if you've been in real estate for a few years, you'll remember farm packages.
15:18
SPEAKER_00: Oh my God.
15:19
SPEAKER_00: The title people would run around.
15:21
SPEAKER_00: Oh, have you got your farm yet?
15:23
SPEAKER_00: Let me get you a farm.
15:24
SPEAKER_00: A farm package consisted at least of a mailing list, the homeowners' names in a particular neighborhood or area.
15:31
SPEAKER_00: They would give you this for nothing.
15:34
SPEAKER_00: I don't know if that was even a violation to give you that for nothing, but the lot of a lot has changed.
15:38
SPEAKER_00: But they would give you this list and you could develop a mailing strategy.
15:42
SPEAKER_00: I know there were some agents out here that became famous with mailing.
15:46
SPEAKER_00: They would mail consistently and just hammer an area and they they made they were very successful.
15:52
SPEAKER_00: So successful, in fact, and with such a bad reputation, they left Santa Clarina and went to Orange County, I guess.
15:58
SPEAKER_00: But there for a while they were fantastically famous.
16:01
SPEAKER_00: They had pallets, literally pallets full of postcards, and they would mail these to their farm and they would hit it off and off and often.
16:09
SPEAKER_00: You can have that same strategy online, but don't be so concerned with maybe niching it down a little bit more than being global.
16:19
SPEAKER_00: Santa Clarita Valley, is it too big?
16:21
SPEAKER_00: Well, maybe.
16:22
SPEAKER_00: Maybe you should focus down on a section of five or a thousand houses and really just hammer that area.
16:29
SPEAKER_00: It's going to involve some boots on the ground stuff because as AI becomes more developed, more people are going to want to deal with somebody real instead of somebody online.
16:38
SPEAKER_00: So that should be part of your process.
16:40
SPEAKER_00: But ultimately, you have to have that online presence because they're also going to call that in after you knock on their door and after they talk to you, they're probably going to look you up, depending on the generation they happen to be in.
16:51
SPEAKER_00: If you're my generation, they might think that they know enough to sniff you out and find out if you are really who you say you are.
16:58
SPEAKER_00: But even me, I'll probably come back and punch in a name and see what's happening.
17:02
SPEAKER_00: All right.
17:03
SPEAKER_00: So that's number one.
17:04
SPEAKER_00: Pillar number two, AI-friendly content.
17:07
SPEAKER_00: So the things like FAQs, facts, guides, blog posts, and videos that answer real questions that your clients actually ask.
17:17
SPEAKER_00: This is a second pillar, just as important as the first.
17:21
SPEAKER_00: A clear identity.
17:22
SPEAKER_00: Number two, AI-friendly content.
17:24
SPEAKER_00: AI loves it.
17:26
SPEAKER_00: You want to make it easy for the AI systems to find you.
17:29
SPEAKER_00: So when you produce content, you do want to do QA stuff.
17:33
SPEAKER_00: You want to have conversations.
17:34
SPEAKER_00: You want to talk about solving a problem.
17:36
SPEAKER_00: Um, something I saw the other day, which I thought was cute.
17:40
SPEAKER_00: I guess it was on Instagram.
17:42
SPEAKER_00: And again, I try not to get on there because three days goes by and you don't even do anything.
17:46
SPEAKER_00: You just get stuck.
17:48
SPEAKER_00: But the one thing that they did mention is they said, when was the last time you killed something?
17:53
SPEAKER_00: And I thought that was a clever little hook.
17:55
SPEAKER_00: And in real estate, that would be killing a deal.
17:58
SPEAKER_00: When was the last time you stop something on behalf of a seller or a buyer?
18:02
SPEAKER_00: If you had the ability to stop it without being outside the law or anything, that was actually going to equate to a horrible decision by either the seller or buyer.
18:13
SPEAKER_00: You can come up with that story and you can talk about it on a video or in a podcast or even in a blog post or in a social media update.
18:22
SPEAKER_00: But whatever it is, from this point on, whatever you put out there, whether it's in the form of some YouTube video or a social media update, a Facebook post or Instagram or LinkedIn, the picture's important.
18:35
SPEAKER_00: What is attached to the picture is great.
18:37
SPEAKER_00: The verbiage is important, as we're talking about in pillar two, maybe answering questions as part of that.
18:44
SPEAKER_00: But also what's important is you need someplace for them to click.
18:48
SPEAKER_00: Even if the platform where you're publishing doesn't allow any linking of text, if you're having AI produce it, and if you haven't, if you haven't done this, this is going to be a little confusing.
19:00
SPEAKER_00: But you don't want it to embed the link.
19:03
SPEAKER_00: You don't want it to take text.
19:04
SPEAKER_00: And you've seen text on a website that shows up blue and you click on that text.
19:10
SPEAKER_00: That would be linking to that text.
19:12
SPEAKER_00: Underneath it, there's a hyperlink that goes to a website domain.
19:17
SPEAKER_00: You know, Santa Clarita Artificial Intelligence.com forward slash blog or google.com or whatever that link happens to be.
19:25
SPEAKER_00: That text is now linked to go to that website when people click on it.
19:30
SPEAKER_00: What you don't want to do is you don't want to have it actually go to be hyperlinked in there.
19:37
SPEAKER_00: You want the raw URL, you want it to show up, Santa Clarita Artificial Intelligence.com forward slash blog.
19:44
SPEAKER_00: You don't want to link the text to anything.
19:46
SPEAKER_00: Sometimes when you're publishing on different um sites and you're putting links in, the link that you put, the reason why I'm speaking about that is the link that you put should go to some place where they can easily connect with you, fill out a form, leave their information so you can follow up with them if they're interested.
20:04
SPEAKER_00: Especially, and you're gonna you're gonna kick yourself in the tail if you make that one video answering a client's problems and it happens to go viral, and you didn't have anything for anybody to click on, you just lost all of that organic momentum.
20:18
SPEAKER_00: And it's phenomenal when you hit it.
20:20
SPEAKER_00: That's why the numbers of videos, the number of content is so important, and that's also why you need to do this every single day.
20:27
SPEAKER_00: There are ways to kind of trick the system and maybe get an AI clone or using somebody with an AI uh using an AI voice system to do it.
20:37
SPEAKER_00: I think that is going to, it's becoming very tired in that space.
20:41
SPEAKER_00: There's so much AI slop out there.
20:43
SPEAKER_00: People would rather watch somebody real doing something maybe than somebody that hires or has an AI clone made.
20:50
SPEAKER_00: But if you're uncomfortable on video, whatever it is, have a face for radio as I do, just then you need to maybe do something, but you need to get that content out there.
20:58
SPEAKER_00: Pillar three, structured data or schema.
21:01
SPEAKER_00: Yeah, this is a lot.
21:03
SPEAKER_00: So that's the under the hood labeling on your website that tells AI this is a local business, this is a real estate agent, this is an FAQ, this is a video, these are reviews, and so on.
21:14
SPEAKER_00: If you get all three pillars right, identity, content, structure, and you make it much, much easier for the AI tools to recommend you.
21:22
SPEAKER_00: We want to make it as simple as possible for them.
21:25
SPEAKER_00: So the first and easiest win is going to be clarifying your identity everywhere online.
21:30
SPEAKER_00: If you look at your website, your Google Business profile and your Instagram, Facebook bios, do is the same message there, everything.
21:39
SPEAKER_00: And you know, I'm I've gone from real estate into AI architecture building.
21:43
SPEAKER_00: So, and and you know, going through a change of life back in the day, having a partner in real estate than not, and in in some sort of way, being branded a different way.
21:52
SPEAKER_00: You need to now go make sure that all those things are the same.
21:55
SPEAKER_00: If you switch real estate companies and now you you found the golden goof.
22:00
SPEAKER_00: The Realty One group, and you joined, right?
22:02
SPEAKER_00: So you have that.
22:03
SPEAKER_00: You need to go back and you need to make sure there's a few agents that I've onboarded recently into the system that just they were with other companies before coming to Realty One.
22:12
SPEAKER_00: We have Remax, we have EXP, there's a Compass agent, we have that.
22:16
SPEAKER_00: Them coming over, it might have been years, but they haven't changed anything.
22:21
SPEAKER_00: So their message isn't the same all across these platforms.
22:26
SPEAKER_00: The places that you are, and there's some of this that can be helped with automated systems like YXT, things I can put together like that, but at least the basic stuff, your Instagram profile, TikTok, your your uh Facebook profiles, if you have Facebook groups or pages that you run, business pages, those should all be similar in branding.
22:48
SPEAKER_00: And you should have those carry through on whatever you happen to be posting.
22:52
SPEAKER_00: Also, something, and I harp on this, is your Google local business page and your Bing Local Business page.
22:59
SPEAKER_00: You want to make sure those are also tied in and linked.
23:02
SPEAKER_00: All right, so if you look at your website, Google Business Profile, Insta, Facebook, BIOS, all of that, you want to make sure that that same message is there.
23:10
SPEAKER_00: You want a simple formula, who you are, where you are, who you're who you help, and what problem you solve.
23:17
SPEAKER_00: Real estate agent, that's cool, but I don't think it's niche enough.
23:22
SPEAKER_00: You might want to ask the chat GPTs maybe a better way to describe yourself as a real estate agent.
23:28
SPEAKER_00: You've probably seen some clever pitches out there.
23:31
SPEAKER_00: A lot of times people only have, you know, 15, 20 seconds to really absorb that first meeting of you, especially if you're trying to sell them something or a service.
23:39
SPEAKER_00: Nobody wants to talk to you.
23:41
SPEAKER_00: But you need to have something clever, and a lot of times people don't forget.
23:45
SPEAKER_00: Maybe something that rhymes might be your thing.
23:47
SPEAKER_00: Maybe Connor with honor.
23:48
SPEAKER_00: Well, I have that one, but something similar.
23:51
SPEAKER_00: Or if you're talking about houses, maybe something that people don't expect, describing that particular process in a 20 to 30 minute, 30 second, excuse me, 20 to 30 second elevator pitch.
24:02
SPEAKER_00: But instead of I love helping people with real estate, maybe you could say something like, I'm a Santa Clarita realtor helping first-time buyers and move up sellers create a clear, low stress plan to buy and sell in the same market.
24:14
SPEAKER_00: Maybe that's your thing.
24:16
SPEAKER_00: Maybe you're a luxury relocation agent.
24:18
SPEAKER_00: But if you're a local business, same idea.
24:21
SPEAKER_00: And again, if you're watching this later, we're a family-owned plumbing company serving Santa Clarita homeowners who want fast, honest repairs with no surprise fees.
24:29
SPEAKER_00: Well, who doesn't want that?
24:31
SPEAKER_00: Everybody gets surprised.
24:32
SPEAKER_00: None of us want that.
24:33
SPEAKER_00: When AI tools seem the same story, repeated across multiple platforms, they're confidence that who you are, who you say you are, well, that goes way up.
24:42
SPEAKER_00: So that's a big deal.
24:44
SPEAKER_00: So the second big win is building AI-friendly FAQs.
24:48
SPEAKER_00: Now, this is something beautiful.
24:50
SPEAKER_00: This one pulls from uh this particular FAQ.
24:54
SPEAKER_00: Sorry for all the nastiness on the page, but this is something Cloud produces.
24:58
SPEAKER_00: Claude does a great job at producing web pages that run an HTML architecture.
25:04
SPEAKER_00: So you can take these and you can have these published and you can put them on your website.
25:08
SPEAKER_00: Most websites, even Realty One websites and some of the other brokerages, just depends, but Realty One specifically, you're allowed to put code, source code, CSS code, HTML code into the site, and it'll pull this data and it'll display this page beautifully.
25:23
SPEAKER_00: And as you see the slides, as they kind of, you know, as we load up here, let's see another one.
25:28
SPEAKER_00: Does it, yeah, see how it kind of falls down here?
25:31
SPEAKER_00: A lot of these FAQs, a lot of these pages, they will do the same thing depending on how you have them designed.
25:38
SPEAKER_00: But you can call this into existence very simply.
25:41
SPEAKER_00: And the second midwin, the reason why the LLMs love these FAQs, because they look exactly like the questions people type in.
25:51
SPEAKER_00: So step one, you're gonna want to write down your 10 to 20 questions you hear most frequently on calls, texts, or emails.
25:59
SPEAKER_00: Let's say you're a brand new agent at Realty One, you're going through a training program, then ask the agent that you're working under, you know, what the deal is.
26:07
SPEAKER_00: Or if you're on your own, you're kind of new, then you might want to ask the broker, go harass him a little bit, ask him or her, you know, what those questions might be.
26:14
SPEAKER_00: They're more than happy to share these things.
26:16
SPEAKER_00: And then maybe both of you could sit down and stick Chad GPT or one of these others on an open mic and then discuss it back and forth.
26:24
SPEAKER_00: Use it as your PhD level assistant that sits there and knows everything about real estate.
26:28
SPEAKER_00: Maybe they can help you come up with these questions as well.
26:32
SPEAKER_00: But if they come from you, that's good.
26:34
SPEAKER_00: But if they come from the system, that's good as well.
26:36
SPEAKER_00: It's what the LLMs are expecting to see.
26:40
SPEAKER_00: Maybe some of these are going to be how much do I need to form for a down payment?
26:46
SPEAKER_00: Great question.
26:46
SPEAKER_00: You know, it depends on what type of loan, right?
26:48
SPEAKER_00: And yes, I got somebody tried to come after me the other day because I was talking about lending.
26:53
SPEAKER_00: I'm not talking about interest rates.
26:54
SPEAKER_00: I'm just talking about what if they went from a 30-year to a 50-year mortgage?
26:59
SPEAKER_00: What does that look like in numbers?
27:02
SPEAKER_00: It's not against the law to break that down.
27:04
SPEAKER_00: If the interest rate is this, I'm not saying the interest rate is, but let's say it's this.
27:08
SPEAKER_00: What's the difference look like?
27:10
SPEAKER_00: And then how long does it take to pay it?
27:11
SPEAKER_00: How much more would you be paying in interest on a 50-year versus a 30-year?
27:16
SPEAKER_00: What's the difference in payment at a particular interest rate at a particular financing number?
27:21
SPEAKER_00: You know, 650, 750, or whatever it is.
27:24
SPEAKER_00: That's easy to do.
27:26
SPEAKER_00: And a lender came out uh at me on Instagram and said, I need to stay in my lane.
27:32
SPEAKER_00: I need to not talk about loans and lending.
27:35
SPEAKER_00: That's not my thing.
27:35
SPEAKER_00: And they don't talk about real estate.
27:37
SPEAKER_00: I mean, well, well, when they come to us, they're gonna, if the 50-year loan is made something, they might ask for our opinion.
27:43
SPEAKER_00: I it's still okay to have an opinion, and you can tell them, but at least you've done the numbers right anyway.
27:48
SPEAKER_00: So it's okay to talk about those things, just be wary.
27:52
SPEAKER_00: But you know, stating that the interest rates are this today, this is what you're gonna get.
27:56
SPEAKER_00: That's the big no-no.
27:57
SPEAKER_00: But we can talk about those little things.
27:59
SPEAKER_00: I'm not gonna get into how the loan process works and what they're gonna expect to pay in origination fees and all these other things, but you can kind of give a ballpark of what's going on.
28:08
SPEAKER_00: And then, so that's closing.
28:10
SPEAKER_00: Then, you know, what are closing costs in Santa Clarita?
28:13
SPEAKER_00: That's rocket science.
28:14
SPEAKER_00: I don't know why, but a lot of agents don't explain it and they get confused about closing costs.
28:20
SPEAKER_00: Sit down with your broker or the agent that's mentoring you, or you yourself, maybe you need another class in it, but you know, closing costs now could also include a buyer agent's fee for the on the buyer end of it.
28:33
SPEAKER_00: But it's usually title insurance, you're part of title, you're part of escrow, and the lender fee were the buyer closing costs.
28:39
SPEAKER_00: What is that?
28:39
SPEAKER_00: Well, that could be like 3%, depending, you know, up and down, but you can get more specific, you know, getting something from escrow or getting some kind of a sheet showing exactly what those charges are.
28:49
SPEAKER_00: But a lot of people don't understand if you see a sticker price on a house at$500,000, it's really not$500,000.
28:58
SPEAKER_00: It's gonna be$500,000 plus closing cost if that's what the offer happens to be.
29:02
SPEAKER_00: You can talk about that stuff.
29:03
SPEAKER_00: I know it seems silly.
29:05
SPEAKER_00: Maybe you understand this so completely that you don't even dream about it anymore.
29:10
SPEAKER_00: But a lot of people looking to have these questions answered, that's how you're gonna rank.
29:13
SPEAKER_00: What's Melaruz in Valencia?
29:15
SPEAKER_00: And should I worry about it?
29:16
SPEAKER_00: Yeah, there's one.
29:18
SPEAKER_00: Why don't you talk about that?
29:19
SPEAKER_00: So, step number two, and you can have that a big FAQ put together.
29:22
SPEAKER_00: Step number two, you want to answer each one in clear conversational language.
29:28
SPEAKER_00: Step three, of course, publish these FAQs.
29:31
SPEAKER_00: You know, don't talk like they're from another planet or don't talk up to them.
29:34
SPEAKER_00: In fact, a lot of times when I'm just trying to digest something myself, I'll ask one of the large language models to talk to me like I'm a 10-year-old or a five-year-old in some cases.
29:44
SPEAKER_00: And yeah, then I get it, because then they start using comparisons to things that I really wrap my mind around, especially when I'm trying to digest some of the more technical end of the artificial intelligence world.
29:56
SPEAKER_00: A lot of these people have been in this game, you know, since the 50s and 60s, some of the people I listen to.
30:02
SPEAKER_00: So they kind of forget, and all they talk to are people at their same level.
30:06
SPEAKER_00: So, me trying to understand it, it's much easier when I ask them to dumb it down a little bit.
30:10
SPEAKER_00: If you're gonna put together an FA, FAQ page, FAQs or whatever, having one of the systems put it together or discussing it, make sure that it doesn't wrap it up and put it into some uh very advanced English that starts to confuse people.
30:25
SPEAKER_00: If it has to be dumbed down, you know, nine and tenth grade level, that's pretty solid.
30:30
SPEAKER_00: Maybe seventh and eighth grade level, that stuff works really well for people.
30:34
SPEAKER_00: And not that people are dumb, but God, it just makes it so much easier to digest and you retain it.
30:40
SPEAKER_00: All right, so the three publish these facts on a dedicated FAQ page on your website.
30:45
SPEAKER_00: I know that with a Realty One system, you can add an additional page for FAQs, you can have it look really pretty, also indexable and searchable, and embedded inside relevant pages in your Google Business profile, in the QA section as well.
31:00
SPEAKER_00: Now, when somebody asks an AI tool the same question, your content is very attractive candidate for the answer because you match all the way through and you're answering, you're giving relative answers that are based on the things that large language models look for.
31:19
SPEAKER_00: Most real estate and local business websites have pages called things like buying or services that are incredibly vague.
31:28
SPEAKER_00: Instead, and this is what I was mentioning earlier.
31:31
SPEAKER_00: You have a website, maybe you don't.
31:33
SPEAKER_00: You're gonna need to get some kind of online presence that works.
31:37
SPEAKER_00: But if you have a real uh a website through a real estate company, more than likely they're gonna have been formatted a certain way.
31:44
SPEAKER_00: You can go in and change all of these things.
31:46
SPEAKER_00: If you don't want to get something else, if you just wanted to live and use that one, then that's fine.
31:52
SPEAKER_00: You have to go in and change it.
31:53
SPEAKER_00: You'll be surprised how your ranking's going to improve rather quickly, because you're probably the only one at your company that's built it out.
32:01
SPEAKER_00: So these the buying and buying or services, those pages in these sites, they're incredibly vague.
32:07
SPEAKER_00: Instead, you want to uh each important page, you want each important page to answer one big question.
32:15
SPEAKER_00: So, for example, how to buy your first home in Santa Clarita in 2025?
32:20
SPEAKER_00: Should I sell before I buy in Santa Clarita?
32:24
SPEAKER_00: Great question.
32:25
SPEAKER_00: So many, so much depth to it.
32:27
SPEAKER_00: Should somebody sell before they buy?
32:29
SPEAKER_00: Should they, you know, have a concurrent close?
32:31
SPEAKER_00: How does that look?
32:32
SPEAKER_00: Is now a bad time to buy in Santa Clarita?
32:35
SPEAKER_00: Very uh, very, very dangerous question, but I believe as a human being, people want to get the answer to it.
32:43
SPEAKER_00: So you can answer that in a myriad of ways.
32:46
SPEAKER_00: Just don't politician it.
32:49
SPEAKER_00: Don't speak globally about it.
32:51
SPEAKER_00: I I would I think there's probably a great time, a great reason for somebody to buy currently, and there's also a great reason for somebody not to buy currently.
33:00
SPEAKER_00: I think you need to find those individuals and you need to speak about that in that way.
33:06
SPEAKER_00: I think that does a very good job.
33:07
SPEAKER_00: And you're gonna want to structure those pages like this.
33:10
SPEAKER_00: So you're gonna want to put the headline in the question, give a short direct answer in the very first paragraph.
33:17
SPEAKER_00: You don't want the AI system to have to hunt, waiting till the end of it, or waiting till they get three-quarters of it before they find this raw URL that's going to go back to something they can fill out to get in contact with you as far as the person looking.
33:32
SPEAKER_00: You want to give that short direct answer in that very first paragraph.
33:37
SPEAKER_00: Then after that, you can add the deeper details, examples, and other local insight.
33:42
SPEAKER_00: Then you're gonna want to ear with end with that clear call to action, book a call, schedule the consult, or get some kind of a custom thing or a free thing.
33:51
SPEAKER_00: People love free things.
33:52
SPEAKER_00: As long as you've given value, more than likely, they'll go that next step and they'll sign up for it.
33:57
SPEAKER_00: But you need that.
33:59
SPEAKER_00: The format's perfect for humans and also very easy for AI systems to understand and also summarize.
34:05
SPEAKER_00: So now we're going to demystify schema markup in plain English.
34:09
SPEAKER_00: All right.
34:10
SPEAKER_00: Schema is just extra labels inside your website's code.
34:14
SPEAKER_00: Your visitors don't see it, but Google and AI systems do.
34:18
SPEAKER_00: So think of moving boxes.
34:20
SPEAKER_00: If you don't label anything, the movers are guessing.
34:23
SPEAKER_00: If you write kitchen glasses fragile on the box, they know exactly what it is and where it goes and how to treat it.
34:29
SPEAKER_00: So schema does that for your website.
34:32
SPEAKER_00: It can say things like, This is a local business, this is a real estate agent, this page is an FAQ page, this is a video object about buying your first home.
34:42
SPEAKER_00: So you don't have to write this code yourself.
34:45
SPEAKER_00: There are tools and people like me who set it up, but you need to know it exists so you can demand it from whoever touches your site.
34:51
SPEAKER_00: It's very simple to embed these in your pages with on the different websites.
34:56
SPEAKER_00: It's not difficult to do, and AI does a great job at making this.
35:00
SPEAKER_00: But the reason why this is important, a lot of real estate agents don't have a website that talks about them being a real estate agent.
35:09
SPEAKER_00: If the website URL talked about it and then carried through on the other end, maybe that would be cool.
35:14
SPEAKER_00: You know, Patrick Rock RealestateAgent.com, if if that was the thing.
35:19
SPEAKER_00: But most people have first and last name.
35:21
SPEAKER_00: Maybe something else, but maybe nothing that really points to real estate.
35:25
SPEAKER_00: That's why it's important to have that website denoted as this is a real estate agent, this is a local business, and this is an FAQ page, whatever it is.
35:34
SPEAKER_00: And each page can have this type of a schema markup put into it.
35:38
SPEAKER_00: This is like this is not quite graduate school level, maybe you know, the fourth year of college level AI stuff and SEO for websites, but it's very simple to do.
35:51
SPEAKER_00: Well, before it wasn't very simple.
35:53
SPEAKER_00: Now with AI, it's incredibly simple to have a schema markup put together.
35:56
SPEAKER_00: So that's an FYI.
35:57
SPEAKER_00: We can do this.
35:58
SPEAKER_00: For most of you, there's a few schema types that really matter.
36:02
SPEAKER_00: So that local business slash real estate agent tells AI this is a local service provided, not just from some random blog organization, defines your brand, website, and official presence, FAQ page that's going to wrap your question and answer content so it's clearly structured.
36:20
SPEAKER_00: Article, blog posting labels, and educational content as proper marticals, of course, articles.
36:26
SPEAKER_00: Video object tells AI what your videos are all about.
36:30
SPEAKER_00: Review and aggregate rating links in your reviews and your overall rating.
36:34
SPEAKER_00: There's ways to put together review sites and embeds within your particular website.
36:40
SPEAKER_00: Those do help out, especially when it comes to the different searches that are being put together.
36:45
SPEAKER_00: And there's still a whole bunch of people using Google.
36:48
SPEAKER_00: Google pumped out with Gemini, and Gemini, you know, beat up OpenAI.
36:53
SPEAKER_00: I don't know if there's going to be a comeback, but Google has all the data, so that might be a place to think about.
36:59
SPEAKER_00: The only reason why I mentioned that is you really need to get your Google business pages up and running.
37:04
SPEAKER_00: So most sites either have none of this or they have generic schema forms from years ago, talking about those agents that haven't even changed their brokerage name from back in the day.
37:14
SPEAKER_00: So when I work with agents and local businesses, one of the first things I do is I definitely make sure the content is wrapped in the right schema types.
37:22
SPEAKER_00: Now, where does schema actually live?
37:24
SPEAKER_00: It's based baked into the code of your website pages.
37:26
SPEAKER_00: You can't see it as a visitor, so it's not going to be front and present, but it's behind the page because it's in code, but AI can.
37:33
SPEAKER_00: It's attached to your home page, services page, blog posts, and guides, FAQ page, video pages, your reviews, and also testimonials.
37:42
SPEAKER_00: Many of you either have no schema or half-broken versions, someone added years ago and just never touched it again.
37:49
SPEAKER_00: Part of what I do as AI Growth Architect is I audit that and find out what's there and then fix or correct it, align it with your overall AI strategy, and of course, structure that content to continue to tell that same story.
38:01
SPEAKER_00: So next is video.
38:03
SPEAKER_00: I'm going to say it bluntly.
38:04
SPEAKER_00: Video is non-negotiable.
38:05
SPEAKER_00: You need video.
38:06
SPEAKER_00: If you're not doing video, I don't care if you're at the supermarket, walking down the aisle looking at the produce, and those cucumbers are looking extra wonderful.
38:14
SPEAKER_00: Film it.
38:14
SPEAKER_00: Talk about houses for sale around this market where they're selling these great cucumbers.
38:19
SPEAKER_00: Do that and give a link.
38:21
SPEAKER_00: Something simple.
38:21
SPEAKER_00: You don't even have to film yourself.
38:23
SPEAKER_00: Just film the cucumbers and stick it out there online and talk about, you know, there's houses for sale over here by the supermarket that has these great cucumbers.
38:30
SPEAKER_00: Why I'm talking about cucumbers, I don't know.
38:32
SPEAKER_00: All right, so this is what's going to happen.
38:34
SPEAKER_00: Video does two huge things for you.
38:36
SPEAKER_00: First, it builds trust.
38:37
SPEAKER_00: People see your face, they hear your voice, they get a feel for you, which is way faster than reading text.
38:45
SPEAKER_00: And you can't trick it.
38:47
SPEAKER_00: It's not the real estate uh photograph of the guy sitting at the desk with all the gold jewelry hanging on his chest with a cigarette and you know, talking like he's back from the 60s.
38:58
SPEAKER_00: It's not that.
38:58
SPEAKER_00: You can't fool anybody with video.
39:00
SPEAKER_00: Yeah, there's filters they can smooth out your skin.
39:03
SPEAKER_00: I find the higher the camera is for me, the thinner I look.
39:07
SPEAKER_00: I can get also face wrinkles reduced by using brighter lights, but then at a point it starts to wash out as well because I don't have any hair, so watch out for that.
39:17
SPEAKER_00: But AI tools can actually transcribe and summarize your videos.
39:20
SPEAKER_00: That means your video becomes a rich source of text about your market and your expertise.
39:25
SPEAKER_00: Now I take transcripts from everything, usually I film it on Loom L-O-O-M.
39:30
SPEAKER_00: I think it's 20 or 30 bucks a month I pay for that membership.
39:33
SPEAKER_00: But Loom video is wonderful.
39:36
SPEAKER_00: I move those back and forth from my phone.
39:39
SPEAKER_00: I have an iPhone and I also have a PC.
39:42
SPEAKER_00: So that's it, they really don't communicate well.
39:45
SPEAKER_00: For me to take a video off my iPhone and stick it on my PC isn't easy.
39:50
SPEAKER_00: It can be done, but you just got to plug it and so on.
39:53
SPEAKER_00: What's great about it is I can take the Loom video, I can record it here.
39:57
SPEAKER_00: I can record just a video on my iPhone.
39:59
SPEAKER_00: There's a Loom app, so I can put it on the Loom app, and then now I get it on my PC.
40:04
SPEAKER_00: I can download it on my PC and play with it and do things with it.
40:07
SPEAKER_00: So Loom kind of works seamlessly.
40:09
SPEAKER_00: For me, that's become a non-negotiable.
40:11
SPEAKER_00: Before that, I had Bomb Bomb, which is a different kind of a platform, but Loom's a lot less expensive, and I think it's more powerful, at least in my humble opinion.
40:21
SPEAKER_00: But you can take that and Loom gives you a transcription like this entire show is going to be on Loom.
40:26
SPEAKER_00: I'll be able to pull the transcription and create all sorts of content from it because I have the words and it'll put it together.
40:33
SPEAKER_00: So you're that means if you get your video transcribed, your video becomes a rich source of text about your market and your experience.
40:40
SPEAKER_00: Here's something that I'll give you a little extra bonus.
40:43
SPEAKER_00: A lot of times people talk about the short videos and the reels, the things with short form content.
40:49
SPEAKER_00: That's cool, and that's going to be okay.
40:51
SPEAKER_00: But if you notice, all of the AI slop being generated is also short form content.
40:57
SPEAKER_00: You know, the monkeys at Starbucks or the bunny rabbits jumping on the trampoline or Will Smith eating spaghetti or whatever it may be.
41:03
SPEAKER_00: It's just a little bit.
41:05
SPEAKER_00: So that being the case, these longer form videos, you having a webinar, you having a particular broadcast where you're talking about a market, that longer form stuff is going to be very valuable.
41:15
SPEAKER_00: Plus, you can take it, use something like Opus Clip, and pull out a whole bunch of shorts and publish those.
41:23
SPEAKER_00: Shorts that make sense.
41:24
SPEAKER_00: They grade each of the shorts they produce.
41:26
SPEAKER_00: But from a video like this, this is going to be into being about 50 minutes, maybe an hour by the time it's done.
41:31
SPEAKER_00: This will probably pull 30 clips on Opus Clip and it'll produce those for me.
41:37
SPEAKER_00: And then now I have 30 shorts, short form content that I can publish everywhere.
41:42
SPEAKER_00: And it's going to score each of the videos.
41:44
SPEAKER_00: Some of them are going to be crap because they're there's not going to be any method of understanding, but in each of the descriptions for each of the videos that you put together, you can have one description for all that brings people back to the original video.
41:59
SPEAKER_00: If you didn't understand or thought this content was interesting, here's a link to the original video.
42:04
SPEAKER_00: And you can have that hosted on a page in your website.
42:07
SPEAKER_00: I know people send people to the YouTube channel, which is fine.
42:11
SPEAKER_00: I'm not looking to monetize that.
42:13
SPEAKER_00: I would rather have people go to my website.
42:15
SPEAKER_00: Every video I put up, every link, I put it back into my website somewhere, whether it's a blog post or just have the video living on a page inside the site.
42:24
SPEAKER_00: It's a big deal.
42:25
SPEAKER_00: You know, you don't need movie level production to do this stuff.
42:29
SPEAKER_00: You can get decent lighting and audio that speaks clearly about your real client questions.
42:34
SPEAKER_00: And if you do that, you're good.
42:35
SPEAKER_00: And think of each video as I'm going to answer one question really well from my ideal client today.
42:42
SPEAKER_00: That's it.
42:42
SPEAKER_00: Now, here's where this is beautiful.
42:44
SPEAKER_00: Somebody calls you, somebody texts you, somebody sends you an email, has a question about this.
42:50
SPEAKER_00: If you're good, you can go and put together that content real fast.
42:54
SPEAKER_00: Get a YouTube video put together answering that question, not for them, but as if you've done it in the past, and then fire that off to them.
43:00
SPEAKER_00: Say, you know what?
43:01
SPEAKER_00: I'll answer your question.
43:02
SPEAKER_00: I'll be happy to call you.
43:03
SPEAKER_00: But I think I did a video on this.
43:05
SPEAKER_00: And then they'll find out you just did it a few minutes before you gave it to them.
43:08
SPEAKER_00: But anyway, something like that.
43:10
SPEAKER_00: But you send them the thing that they're having a question about after you, of course, answer it.
43:16
SPEAKER_00: I've done that many times.
43:18
SPEAKER_00: So here's a very simple video workflow you can use every week.
43:22
SPEAKER_00: Step one, you're going to ask an AI tool.
43:24
SPEAKER_00: And I'll put these prompts at SantaClaritaai.com probably by the end of the day.
43:29
SPEAKER_00: Give me a four to five point outline for a five-minute video about a topic for a particular type of client in a particular city.
43:38
SPEAKER_00: And I'll put these together.
43:40
SPEAKER_00: Step two, take that outline, tweak it so it sounds like you, which would be me or however you're going to write it, and hit record, aim for three to seven minutes.
43:48
SPEAKER_00: Step three, after the recording, feed the video.
43:53
SPEAKER_00: And the um feed the video or the transcript back into AI and have it create a strong title and description.
44:00
SPEAKER_00: Tags are keywords and a blog post version.
44:03
SPEAKER_00: With all of these, you're going to want to give it a contact length.
44:07
SPEAKER_00: I believe uh Instagram is 1200 characters.
44:10
SPEAKER_00: Google might maybe it's 1200 words.
44:13
SPEAKER_00: Facebook, you can get away with quite a few.
44:15
SPEAKER_00: A blog post you would want somewhere in the three to four thousand word range, but also ask it what the proper length would be.
44:22
SPEAKER_00: Social captions for Facebook, Instagram, and LinkedIn, and maybe a couple FAQ entries if there's a clear QA's in your context in your content also.
44:32
SPEAKER_00: So now one video has turned into full content cluster, and AI Tools can see that, and that'll be one of the references it will give you.
44:41
SPEAKER_00: Now let's talk about paid ads in this landscape.
44:43
SPEAKER_00: People are still scrolling Facebook and Instagram every day.
44:47
SPEAKER_00: That makes meta ads very powerful for getting buyer and seller leads, retargeting people who visited your site, watched your videos.
44:55
SPEAKER_00: At the same time, Google has layered Gemini and AI generated answers on type of true on top of traditional results.
45:02
SPEAKER_00: So that's gonna change how people interact with search and where they click.
45:07
SPEAKER_00: So the strategy right now is using Meta, Facebook, and Instagram for the immediate leads and conversations.
45:14
SPEAKER_00: So Meta is Facebook.
45:15
SPEAKER_00: So that's gonna be Facebook and Instagram for immediate leads and conversations, conversations.
45:20
SPEAKER_00: And use AI-friendly content plus schema to build long-term authority so that when somebody asks an AI tool for your service in your area, you're in the conversation.
45:32
SPEAKER_00: It seems that the Facebook and Instagram postings, those ads, if they're high converting type ads, and those are things that we put together, that would probably be most beneficial, more even than Google, at least at this time.
45:46
SPEAKER_00: So here's your checklist for this week.
45:48
SPEAKER_00: Record one video answering a real question you heard from a client.
45:51
SPEAKER_00: Turn that into one blog post or one FAQ update on your website.
45:56
SPEAKER_00: Then also improve one small part of your online presence.
45:59
SPEAKER_00: Could be your bio, a page in your headline, your Google business description.
46:04
SPEAKER_00: And I would go through and ask it for what it thinks about what you currently have and tell it what you currently do.
46:10
SPEAKER_00: If you happen to have had interactions with ChatGPT, it's probably already going to know everything about you.
46:16
SPEAKER_00: But you want to fill in the blanks or make sure you read through what it thinks about you so you can give it the best stuff.
46:22
SPEAKER_00: You want to ask for one or two new reviews from real clients.
46:26
SPEAKER_00: Be careful with that.
46:27
SPEAKER_00: Some of this could be gating.
46:28
SPEAKER_00: Usually reviews need to be more organic.
46:30
SPEAKER_00: I know Yelp hates that.
46:32
SPEAKER_00: And if it's been a while since you've gotten reviews and all of a sudden you get two, those reviews might be put in the hurt locker where people don't see it.
46:39
SPEAKER_00: So be wary for that.
46:40
SPEAKER_00: If you're running ads, uh tweak one meta campaign or audience, if you do that consistently for 90 days, you will very much look different online.
46:49
SPEAKER_00: AI tours are going to see fresh content, clear identities, real social proof, ongoing activity.
46:55
SPEAKER_00: That combination is what gets you recommended over time.
46:59
SPEAKER_00: So when you're ready, you can reach out, of course, and see more information at Santa Creative Artificial Intelligence.
47:06
SPEAKER_00: You know, if this makes sense, you know, you can give me a buzz and I will help you through it.
47:11
SPEAKER_00: And now we have the best part, which is going to be the QA.
47:15
SPEAKER_00: Are there any questions out there from anyone?
47:17
SPEAKER_00: I think I have an earpiece, and I'm more than happy to answer them at this time.
47:25
SPEAKER_00: Nothing.
47:26
SPEAKER_00: We scott nothing.
47:27
SPEAKER_00: All right, very good.
47:28
SPEAKER_00: Well, kind of.
47:29
SPEAKER_00: I will go ahead, Patrick.
47:31
SPEAKER_01: As always, your your information is so much.
47:34
SPEAKER_01: It's a lot to digest.
47:36
SPEAKER_01: I think that's why you don't get a lot of questions.
47:38
SPEAKER_01: People are like, oh, I mean my brain's back in my hand.
47:44
SPEAKER_00: Thank you.
47:45
SPEAKER_01: It is always very good.
47:48
SPEAKER_00: Thank you very much.
47:50
SPEAKER_00: It's not difficult.
47:52
SPEAKER_00: Now it's just new habits.
47:53
SPEAKER_00: I I don't know, you know, there's there's so much out there about, you know, is AI gonna run the game on everything?
47:59
SPEAKER_00: Well, that's gonna be a little bit before that happens.
48:02
SPEAKER_00: Now we need to do our best to get our marketing and our branding out there.
48:07
SPEAKER_00: Uh for you, you know, Patrick Rock, you know, broker, real T One Group Success.
48:13
SPEAKER_00: That's that's that brand.
48:15
SPEAKER_00: That's what you need.
48:16
SPEAKER_00: And then you take that, you position it so other agents see not only that, but also the the core components of why Realty One Group has an advantage.
48:26
SPEAKER_00: And the other brokers can do this with their companies because you know, there's there's there's semblance in a lot of different areas.
48:32
SPEAKER_00: It just comes down to what that right fit is, and the same thing with buyers or sellers are looking to buy, you know, that agent, a particular agent's not going to be everybody's flavor.
48:42
SPEAKER_00: That's why there is no monopoly in this game.
48:45
SPEAKER_00: People like to work with different people, same they like to work with different real estate companies, getting it put out there so the large language models figure out, you know, your personality type, your preferences, how you operate, who you serve, the areas.
49:00
SPEAKER_00: And I think, Patrick, and I know people know this, I think the niche is really going to start to pay off more than it ever has.
49:08
SPEAKER_00: That's where when Zillow popped, it was easier to compete with them because they were so much bigger.
49:14
SPEAKER_00: Now there's boots on the ground, there's different things that they're doing, but there's also some interesting things happening in the legal realm with them.
49:21
SPEAKER_00: Don't have to mention it, none of my business, but you know, people just have to Google that and look into that.
49:26
SPEAKER_00: And maybe maybe that trust is going to come back more to that local vendor, that local agent that you know is paying a little bit of attention.
49:35
SPEAKER_00: I your comments are wonderful.
49:36
SPEAKER_00: I appreciate it very much.
49:38
SPEAKER_01: I agree with what you just said.
49:39
SPEAKER_01: It's really about the individual more than anything else.
49:43
SPEAKER_01: Not about the company, it's not about the big AI company that they use, it's not about any of that kind of stuff.
49:50
SPEAKER_01: It's really about that individual agent and how they relate to their marketplace.
49:56
SPEAKER_00: Yeah.
49:56
SPEAKER_00: It's so easy to be distracted by by everything and then just bury your head.
50:01
SPEAKER_00: You say, Oh, I give up.
50:02
SPEAKER_00: That's enough.
50:03
SPEAKER_00: You know, no more.
50:04
SPEAKER_00: You know, people, you know, longevity could be something that gets us so far in the future.
50:09
SPEAKER_00: So many people I talk to, like, oh, I couldn't imagine living that much longer.
50:13
SPEAKER_00: It's like, what?
50:14
SPEAKER_00: What?
50:15
SPEAKER_00: I want to go forever.
50:18
SPEAKER_00: But I guess maybe that's a different mindset.
50:20
SPEAKER_00: I don't know.
50:20
SPEAKER_00: What do you think?
50:21
SPEAKER_00: I agree.
50:24
SPEAKER_00: Awesome.
50:24
SPEAKER_00: Thank you so much for tuning in and your comments, me and the world.
50:27
SPEAKER_00: If anybody else doesn't have anything, I will uh plug this into the uh the Santa Cruz artificialintelligence.com blog, and I'll get that out there for everybody.
50:37
SPEAKER_00: And I appreciate it very much you watching.
50:41
SPEAKER_00: You're more than welcome.
50:42
SPEAKER_00: Look forward to it, brother.
50:43
SPEAKER_00: Take care, everybody.
50:46
SPEAKER_00: Bye-bye.