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MAP 106: 5 Things Realtors Must Do for Success in 2020 · Massive Agent Podcast

• 0:00
  SPEAKER_00: On this episode of the Massive Agent Podcast, I'm going to tell you the five things that realtors must do this year to be successful.
• 0:08
  SPEAKER_00: We're in a new decade, a new year.
• 0:10
  SPEAKER_00: This is the first episode of 2020.
• 0:12
  SPEAKER_00: Let's go.
• 0:14
  SPEAKER_01: Massive agent podcast.
• 0:21
  SPEAKER_00: I'd like to buy houses.
• 0:22
  SPEAKER_00: I'd like to sell houses.
• 0:40
  SPEAKER_00: What is up, everybody?
• 0:41
  SPEAKER_00: Welcome to episode 106 of the Massive Agent Podcast, the first episode of the Roarin 20s, the brand new decade we're in.
• 0:48
  SPEAKER_00: I'm excited to see how this decade plays out and how we look back at it because I think this is going to be one hell of a decade.
• 0:55
  SPEAKER_00: So much technology advancements in technology and just society changing.
• 1:01
  SPEAKER_00: Like the last five years has been nuts.
• 1:05
  SPEAKER_00: So the next 10 years are going to be nutsier.
• 1:08
  SPEAKER_00: Much, much nutsier.
• 1:10
  SPEAKER_00: Welcome to the Massive Agent Podcast.
• 1:12
  SPEAKER_00: I am your host, Dustin Brohm.
• 1:14
  SPEAKER_00: If you are new to the show, welcome.
• 1:16
  SPEAKER_00: You are definitely in for a treat today.
• 1:19
  SPEAKER_00: I'm going to go over the five things that realtors must do this year to be successful.
• 1:23
  SPEAKER_00: And uh I'll just uh a little spoiler alert.
• 1:26
  SPEAKER_00: I'll uh I'll just give you the five right now.
• 1:28
  SPEAKER_00: And then if you want, you can be like, eh, screw this guy and shut it off.
• 1:32
  SPEAKER_00: But you shouldn't do that.
• 1:32
  SPEAKER_00: You should keep listening.
• 1:33
  SPEAKER_00: But nonetheless, we're number one, learn what consumers really want.
• 1:37
  SPEAKER_00: We're gonna dive into that.
• 1:39
  SPEAKER_00: Be visible everywhere, and I mean everywhere.
• 1:43
  SPEAKER_00: Number three, do more video.
• 1:46
  SPEAKER_00: Like a lot more.
• 1:47
  SPEAKER_00: I'll tell you more about that.
• 1:48
  SPEAKER_00: Number four, learn Facebook ads.
• 1:50
  SPEAKER_00: I'll tell you why that is an absolute must for anyone who wants to have any semblance of control over their business.
• 1:58
  SPEAKER_00: And number five, develop an abundance mindset so that you really don't care what the market does.
• 2:04
  SPEAKER_00: Because there's gonna be some craziness this year in the market, uh, certainly in the next few years.
• 2:10
  SPEAKER_00: And I'm at the point where I just don't give a shit what the market does.
• 2:13
  SPEAKER_00: And uh I'll dive into that.
• 2:14
  SPEAKER_00: So those are the five we're gonna dive deep on today.
• 2:17
  SPEAKER_00: Before we get started, we have to give a special thanks and a shout out to our sponsor for making this episode possible.
• 2:23
  SPEAKER_00: Thank you to Easy Agent Pro.
• 2:25
  SPEAKER_00: They are running a special for you guys for real estate websites where you can get your first month for just a buck.
• 2:31
  SPEAKER_00: That's right.
• 2:32
  SPEAKER_00: It's saving you 180 bucks uh off your first month.
• 2:35
  SPEAKER_00: It's just one dollar to start.
• 2:37
  SPEAKER_00: And for listeners of this show, literally, guys, this is the only place you can get this particular promo.
• 2:43
  SPEAKER_00: They're doing the$1 first month thing.
• 2:47
  SPEAKER_00: You can see that deal elsewhere, but to get that plus the free CRM that they've built into the back end, it's an all-inclusive, all-in-one thing.
• 2:56
  SPEAKER_00: Uh you have to use promo code Dustin at checkout.
• 2:59
  SPEAKER_00: It's only for listeners of this show.
• 3:01
  SPEAKER_00: If you guys are in our audience, if you're hearing this, congratulations, you can get that deal.
• 3:06
  SPEAKER_00: Use promo code Dustin to get the free EasyAgent Pro CRM that's built into the website system for free, and one dollar for your first month.
• 3:15
  SPEAKER_00: This is the website that I personally use.
• 3:17
  SPEAKER_00: I've been using for three and a half years.
• 3:19
  SPEAKER_00: I've told you on previous episodes how Easy Agent Pro has changed my life.
• 3:25
  SPEAKER_00: Okay, that the product that they've built and the support that they provide to someone who was brand new, didn't know what the hell SEO even meant, didn't know how to do anything.
• 3:34
  SPEAKER_00: I didn't know how to edit WordPress, I didn't know how to do anything.
• 3:37
  SPEAKER_00: I just knew I wanted to start putting content out there.
• 3:40
  SPEAKER_00: And through their resources and their hand holding and their guidance, like I had a lot of one-on-one phone calls with their team when I was getting started.
• 3:49
  SPEAKER_00: And literally, guys, they provided me the tools I needed to change my life and my career and my business forever.
• 3:56
  SPEAKER_00: And I cannot say enough.
• 3:58
  SPEAKER_00: If you guys, if you guys are planning for 2020 to put yourself on the map and to build a local business that people recognize, that people find and that they see everywhere, the website is home base.
• 4:11
  SPEAKER_00: The website is really like the central hub of it all.
• 4:13
  SPEAKER_00: Social media is fantastic and a crucial part, but it all it all revolves around the website.
• 4:21
  SPEAKER_00: You need to have your own website that you own in case you decide to switch brokerages or your brokerage goes out of business or your broker, whatever, something happens and you have to switch.
• 4:32
  SPEAKER_00: If you don't own the domain name and the content on your site, hmm, that sucks.
• 4:38
  SPEAKER_00: You're gonna have to start over.
• 4:40
  SPEAKER_00: I I don't know about you, but I'm not into that.
• 4:42
  SPEAKER_00: So Easy Agent Pro, you own the content, you own your domain name, you own it.
• 4:47
  SPEAKER_00: It's literally the only the only thing that you own out there, like your social media following, your social media content, you don't own that.
• 4:54
  SPEAKER_00: Facebook owns it, Instagram owns it, LinkedIn owns it, you don't own it, but you own your email list and you own your website and all the content on it.
• 5:01
  SPEAKER_00: So get started today for just a buck, uh a dollar for the first month.
• 5:06
  SPEAKER_00: Use promo code Dustin and go to massiveagentpodcast.com slash EAP.
• 5:11
  SPEAKER_00: And let's see.
• 5:12
  SPEAKER_00: I'm so today's today's episode is kind of a spin-off of my my weekly Housing Wire column.
• 5:18
  SPEAKER_00: I did a uh the article that I did a couple weeks ago kind of talks about these same things, but I'm really gonna dive a lot deeper than I did in the article.
• 5:26
  SPEAKER_00: And by the way, guys, HousingWire is the number one place you guys should be getting real estate and and mortgage, basically housing industry news.
• 5:34
  SPEAKER_00: Housing wire, they're journalists, they don't advocate, they don't pick one side, they don't do clickbait headlines, they don't piss people off.
• 5:42
  SPEAKER_00: They're they're a news organization and they're there to make sure you're educated and that you get all the all the perspective.
• 5:49
  SPEAKER_00: I I've aligned myself with HousingWire because I think they are the best in the industry and that they do us as professionals and consumers a huge service.
• 5:59
  SPEAKER_00: So show them some love.
• 6:01
  SPEAKER_00: You can show them some love by just going to their website, reading their articles, and sharing you know, the articles that you find interesting and helpful, share them.
• 6:11
  SPEAKER_00: Share those articles.
• 6:12
  SPEAKER_00: And so uh I've been writing every single week.
• 6:15
  SPEAKER_00: I have a new column that comes out every Friday for Housing Wire, and there will a new one will come out tomorrow and the Friday after and blah, blah, blah.
• 6:23
  SPEAKER_00: But go back and read this one.
• 6:24
  SPEAKER_00: It's uh, let's see what's the title of it.
• 6:26
  SPEAKER_00: The the article that inspired this podcast episode is called How Real Estate Agents Can Make 2020 Their Best Year Ever for Real This Time.
• 6:35
  SPEAKER_00: And we're gonna dive really, really deep on this stuff and give you more context than I ever could through text in the article.
• 6:41
  SPEAKER_00: So if you read that article, awesome.
• 6:43
  SPEAKER_00: You're gonna want to keep listening to hear a lot more about why I say these things.
• 6:47
  SPEAKER_00: And once you really grasp the whole concept, you're much more likely to take action and get going because the confused mind says no.
• 6:56
  SPEAKER_00: The confused mind does nothing, the confused mind stands still.
• 7:00
  SPEAKER_00: And so I aim today to eliminate that that confused mind.
• 7:05
  SPEAKER_00: So go support HousingWire, go check out my weekly column, show some love.
• 7:09
  SPEAKER_00: If you see it on uh if you see me share it on social, read it, comment, share it with your your colleagues, share it with with your team, share it with uh, you know, in a relevant industry Facebook group, and I and we at HousingWire would appreciate that.
• 7:24
  SPEAKER_00: Alright, guys, so number one, learn what consumers really want.
• 7:28
  SPEAKER_00: This is this is huge because if you don't know how to speak to the the client that you're trying to attract, you don't stand a chance now, do you?
• 7:36
  SPEAKER_00: If you don't know how to speak their language, if you don't understand what they want and need and how to deliver that, then what do they need you for?
• 7:45
  SPEAKER_00: You know, that w why would they ever need you?
• 7:48
  SPEAKER_00: If if they have certain needs and you're out there saying, hey, I can do all this other stuff that you don't really care about, like conforming loan limits, and you know, hey, we take professional photos, like blah blah blah.
• 7:59
  SPEAKER_00: If you they don't really care, like that that's just one little thing.
• 8:03
  SPEAKER_00: Okay?
• 8:03
  SPEAKER_00: Taking professional photos is like a that's like a bare minimum, you know.
• 8:08
  SPEAKER_00: Uh anyways.
• 8:10
  SPEAKER_00: But if you don't speak their language, or if you if you're talking over their heads, you don't stand a chance.
• 8:18
  SPEAKER_00: Remember, consumers want an advocate.
• 8:21
  SPEAKER_00: They want an educator and a teacher.
• 8:23
  SPEAKER_00: They want a guide.
• 8:24
  SPEAKER_00: They want uh a sherpa, if you will.
• 8:26
  SPEAKER_00: They want the reason that they're hiring a professional is because this isn't what they do.
• 8:32
  SPEAKER_00: If they bought and sold homes all day long professionally and understood all the contracts and all the legal ramifications and all the nuances of writing an offer or accepting an offer or whatever, then what the hell would they need you for?
• 8:44
  SPEAKER_00: But they're not.
• 8:45
  SPEAKER_00: They're not real estate professionals, so they don't understand what we do.
• 8:50
  SPEAKER_00: They don't understand the the ins and outs of a transaction.
• 8:53
  SPEAKER_00: That's literally why we exist.
• 8:56
  SPEAKER_00: So with that in mind, why do you then treat them like they understand all the ins and outs, right?
• 9:02
  SPEAKER_00: You can't talk to them about conforming loan limits.
• 9:06
  SPEAKER_00: Don't talk to them about FHA, VA, conventional, Fannie Mate, Freddie Mac, you know, uh uh, you know, blah blah a 321 arm, whatever.
• 9:15
  SPEAKER_00: Those that's just mumbo jumbo.
• 9:16
  SPEAKER_00: You may as well be speaking Japanese.
• 9:18
  SPEAKER_00: Okay?
• 9:19
  SPEAKER_00: It doesn't speak their language.
• 9:21
  SPEAKER_00: Say, look, there are different mortgage options for you.
• 9:24
  SPEAKER_00: There's there's one called FHA, there's one called uh VA if you're a veteran, there's you know, here's this, and they all have differences.
• 9:30
  SPEAKER_00: They all have their pros and cons.
• 9:32
  SPEAKER_00: So let's figure out what you're trying to do, and I we can figure out, you know, along with a mortgage professional who's really gonna do the heavy lifting here, to find out which one is best for you in your situation so that you can save as much money as possible and accomplish your goal.
• 9:48
  SPEAKER_00: That's all they care about.
• 9:49
  SPEAKER_00: Help them find what that stuff means.
• 9:52
  SPEAKER_00: They sure they've heard FHA, they've heard VA, they've heard conventional before, but they don't understand the difference.
• 9:57
  SPEAKER_00: Some of them do, but most don't.
• 9:59
  SPEAKER_00: Again, guys, if you're using industry jargon, that's industry jargon for a reason.
• 10:05
  SPEAKER_00: Like consumers do not understand it.
• 10:07
  SPEAKER_00: So e even other realtors, uh like a lot of a lot of the terms we talk about vary from state to state, from market to market, and we don't even understand some of the stuff.
• 10:18
  SPEAKER_00: We just say it, but we really don't have a good understanding.
• 10:21
  SPEAKER_00: So if you approach every situation like you're talking to a third grader and that you're there to explain the concept and what it means to them and why it's important to them, boom.
• 10:31
  SPEAKER_00: Now you've just made a connection with them where they see you as an educator and a teacher, someone who can actually hold their hand and advise them on what's best for them to accomplish their goals.
• 10:41
  SPEAKER_00: You have to speak their language.
• 10:43
  SPEAKER_00: And remember, they don't want a mortgage, they want the house.
• 10:48
  SPEAKER_00: Okay?
• 10:48
  SPEAKER_00: So and so this is where it relates to your marketing.
• 10:51
  SPEAKER_00: They don't they don't want to take on debt.
• 10:53
  SPEAKER_00: That's just what's necessary for most of them if they're going to buy a property.
• 10:58
  SPEAKER_00: So remember ultimately what they care about.
• 11:00
  SPEAKER_00: They care about getting their kids into a better school district, they care about getting more um you know, inc increasing the size of their home.
• 11:08
  SPEAKER_00: That they care about having a backyard for their kids and their pets.
• 11:11
  SPEAKER_00: They care about being closer to the lake or the river or the mountains or closer to work.
• 11:17
  SPEAKER_00: That's what they care about.
• 11:19
  SPEAKER_00: So speak their language.
• 11:21
  SPEAKER_00: You have to learn how to speak their language and what they really want.
• 11:26
  SPEAKER_00: They don't want all this crap that we think they want.
• 11:29
  SPEAKER_00: They don't need a daily update on what interest rates are doing.
• 11:32
  SPEAKER_00: Do you really give a shit?
• 11:33
  SPEAKER_00: Personally, I don't I don't care what rates are doing on a day-to-day basis.
• 11:36
  SPEAKER_00: I just need to know the trend.
• 11:37
  SPEAKER_00: They going up, they going down, what do I need to know?
• 11:40
  SPEAKER_00: That's all they need to know.
• 11:42
  SPEAKER_00: And even still, that's not primary for them.
• 11:45
  SPEAKER_00: That's just important because they're like, okay, I'm going to accomplish this.
• 11:49
  SPEAKER_00: I need to buy a condo closer to work so I don't have to drive an hour.
• 11:53
  SPEAKER_00: Now I can only now my commute would be seven minutes, so I need to get a mortgage, obviously.
• 11:59
  SPEAKER_00: I want to make sure that mortgage is as cheap as possible.
• 12:01
  SPEAKER_00: So is it good to lock my rate now?
• 12:03
  SPEAKER_00: Or when should I do that?
• 12:05
  SPEAKER_00: That's when you get into those details.
• 12:07
  SPEAKER_00: You don't market that way.
• 12:09
  SPEAKER_00: You don't work you don't market that way.
• 12:10
  SPEAKER_00: Now before I get into number two, in my excitement to do the first episode and to get underway with with this list and the first episode of the new decade, I forgot to introduce myself.
• 12:21
  SPEAKER_00: So if you are new to the show, my name is Dustin Brohm.
• 12:24
  SPEAKER_00: I am a national speaker, trainer, and real estate marketing coach.
• 12:28
  SPEAKER_00: I am the co-founder and director of business development of the Industry Syndicate Media Network.
• 12:34
  SPEAKER_00: And I'm a realtor.
• 12:36
  SPEAKER_00: I'm a real estate agent in Salt Lake City with EXP Realty, and I have been for about nine years, just over nine years now.
• 12:42
  SPEAKER_00: And I am the founder of the Massive Agent Society, one agent per market lead gen coaching and training platform, Massive Agent Society.
• 12:51
  SPEAKER_00: We'll I'll give you a little more about that when we get to the Facebook ads section because it's relevant, because some of you are going to be like, that's all great, but I need some help.
• 12:59
  SPEAKER_00: Like who can hold my hand through it or what happens if an issue arises?
• 13:02
  SPEAKER_00: I'll show you how that fits in.
• 13:04
  SPEAKER_00: Some of you don't give a shit.
• 13:05
  SPEAKER_00: That's totally fine.
• 13:06
  SPEAKER_00: Um there's something for everybody here in this episode.
• 13:09
  SPEAKER_00: So, okay, let's get on to number two.
• 13:10
  SPEAKER_00: And now that now that I've uh now that I've given you my accolades, um actually I forgot.
• 13:15
  SPEAKER_00: Like I forgot to give you like the the the four I have four other pages of accolades.
• 13:20
  SPEAKER_00: Should I just do that?
• 13:21
  SPEAKER_00: Okay, let's go uh let's flip the page here, page two of Dustin Broome Accolades.
• 13:25
  SPEAKER_00: Just kidding.
• 13:26
  SPEAKER_00: Besides the fact that this is, of course, the number one podcast that starts with the word massive and is for real estate agents.
• 13:32
  SPEAKER_00: So something we're proud of.
• 13:33
  SPEAKER_00: It's science.
• 13:34
  SPEAKER_00: Numero dose.
• 13:36
  SPEAKER_00: Yeah, we're gonna speak Spanish this year on the show.
• 13:39
  SPEAKER_00: Because it's a new year, and why the hell not?
• 13:41
  SPEAKER_00: Numero dos and okay.
• 13:44
  SPEAKER_00: This is just getting weird.
• 13:45
  SPEAKER_00: Number two, be visible everywhere.
• 13:48
  SPEAKER_00: Okay, the name of the game is being found.
• 13:51
  SPEAKER_00: There's so many other agents out there.
• 13:54
  SPEAKER_00: How are you gonna stick out?
• 13:55
  SPEAKER_00: How are you gonna be the one who gets hired?
• 13:57
  SPEAKER_00: How will how will Sally the consumer pick you over George, who has, you know, eighteen uh eighteen letters after his name with his frickin' designations that he's had for 15 years that mean absolutely nothing to anybody but him?
• 14:11
  SPEAKER_00: Then let's be honest, they don't really mean anything to him either.
• 14:14
  SPEAKER_00: He just paid for it, and now he can't he can't bring himself to to not renew it, because then he'd lose three letters.
• 14:19
  SPEAKER_00: He'd have to change his business cards and his email signature.
• 14:23
  SPEAKER_00: Alright, so the designations respect if you've got 'em, respect, even more respect if you don't.
• 14:29
  SPEAKER_00: Alright.
• 14:29
  SPEAKER_00: Uh how are they gonna pick you?
• 14:31
  SPEAKER_00: Okay, you've got to be memorable.
• 14:34
  SPEAKER_00: You have to become top of mind.
• 14:36
  SPEAKER_00: People have to actually remember that you exist when when they're sitting down and they're like, you know what, maybe we should buy a property.
• 14:42
  SPEAKER_00: Or maybe we should crap, we need we need to sell this house.
• 14:45
  SPEAKER_00: Like we need to sell, we need to upsize, we need to downsize, we need to move to another market, whatever.
• 14:50
  SPEAKER_00: And they're thinking, okay, who do we get to help us?
• 14:53
  SPEAKER_00: If you're not one of the first people they think of, you're not gonna be hired.
• 14:57
  SPEAKER_00: Okay?
• 14:57
  SPEAKER_00: Or if they go to Google and they search for an agent in Salt Lake City or whatever, and they don't find you, then they're gonna find one of your competitors.
• 15:06
  SPEAKER_00: Now, aren't they?
• 15:07
  SPEAKER_00: Yeah, they're not gonna find you.
• 15:08
  SPEAKER_00: So how do you do that?
• 15:09
  SPEAKER_00: How do you be found?
• 15:11
  SPEAKER_00: How do you be seen?
• 15:12
  SPEAKER_00: How do you be recognized at a local level?
• 15:14
  SPEAKER_00: Content.
• 15:16
  SPEAKER_00: Content all over the internet in as many places as possible, in as many different ways as possible, as many places in as many ways as possible.
• 15:25
  SPEAKER_00: Facebook, LinkedIn, Instagram, Twitter, your website, blog, podcast, YouTube, everywhere.
• 15:32
  SPEAKER_00: Okay?
• 15:33
  SPEAKER_00: Uh and if you're just starting and you're like, how the hell am I ever gonna do that?
• 15:36
  SPEAKER_00: Well, one one step at a time.
• 15:39
  SPEAKER_00: One step at a time.
• 15:40
  SPEAKER_00: That that's all anyone can ever do is one step at a time.
• 15:42
  SPEAKER_00: You can't just do all this stuff at once.
• 15:44
  SPEAKER_00: You've got to learn how to do it the right way.
• 15:46
  SPEAKER_00: It takes time, so you start somewhere.
• 15:48
  SPEAKER_00: But you've got to start.
• 15:50
  SPEAKER_00: The more places you can be visible, the more chance for you to be found through the search engines and found through the social networks, and and the more tr trust and credibility that you're building up for yourself.
• 16:02
  SPEAKER_00: See, look, when you see okay, so let's say you all of a sudden you're in you're in the need for a for an attorney.
• 16:09
  SPEAKER_00: Uh, maybe you get in an accident, you need an accident attorney.
• 16:12
  SPEAKER_00: Are you going to hire you know someone from some attorney in a strip mall somewhere that you've never seen before?
• 16:19
  SPEAKER_00: You're like, oh, let's just go with that guy, or the one who's on all the billboards, on the back of every cover of every magazine in your city.
• 16:28
  SPEAKER_00: They're they're all over banner ads on the internet, you see their website everywhere, you see them in Google search results, you see them all over social media, you see them sponsoring sporting events.
• 16:38
  SPEAKER_00: Who's gonna be more credible?
• 16:40
  SPEAKER_00: Which attorney do you think is gonna be better as a consumer?
• 16:44
  SPEAKER_00: You're gonna the one that you're like, oh my god, I see them literally everywhere, you're gonna think they're the best because they're everywhere.
• 16:52
  SPEAKER_00: And you think because you see them everywhere, so does everybody else.
• 16:55
  SPEAKER_00: And that credibility, that social proof, it's called social proof, that is absolutely huge.
• 17:03
  SPEAKER_00: Branding does that.
• 17:04
  SPEAKER_00: Having content everywhere, all over the place, that people are sharing and talking about, and they see you on video, they see you, they hear about your podcast, they see your logo in the high school football program because you you paid a hundred bucks to sponsor that or whatever.
• 17:20
  SPEAKER_00: All of those things work together to give the impression of are you credible, are you the best, or not?
• 17:27
  SPEAKER_00: Okay, does anybody know who you are or not?
• 17:31
  SPEAKER_00: That is literally the game.
• 17:32
  SPEAKER_00: And so everything we talk about here, all the all the tactics we talk about in the show, all the different ways that you can get yourself out there, it's all with this goal in mind to be found, to be seen, to be known.
• 17:44
  SPEAKER_00: And at a local level, it's very, very doable.
• 17:47
  SPEAKER_00: If you're trying to do the entire United States, that's a lot harder to tackle now, isn't it?
• 17:51
  SPEAKER_00: If you're trying to do the whole state of Colorado, that's a little more that's much tougher to tackle.
• 17:57
  SPEAKER_00: If you're doing one subdivision, that's a hell of a lot easier to focus all of your time and attention on that subdivision to become the agent for that subdivision or for that community.
• 18:09
  SPEAKER_00: And you can absolutely do that.
• 18:11
  SPEAKER_00: But content is the only way to do that, literally.
• 18:15
  SPEAKER_00: And also signs and yards, you know, it's all part of it.
• 18:18
  SPEAKER_00: Signs and yards, uh, postcards that show up in the mail, door hangers, um, posters, you name it.
• 18:25
  SPEAKER_00: Everywhere that people can see you, the more they see you, the more they're going to get the impression that you're the guy, that you're the girl, that you're you're the biggest one in town.
• 18:34
  SPEAKER_00: So obviously they need to talk to you first because they see you everywhere.
• 18:38
  SPEAKER_00: You've got to be the best.
• 18:39
  SPEAKER_00: A part of being visible everywhere too is putting your best foot forward when people do see you.
• 18:44
  SPEAKER_00: So, okay, you're putting yourself everywhere, but what impression are you giving people?
• 18:50
  SPEAKER_00: This goes back to number one, are you approachable?
• 18:52
  SPEAKER_00: Are you, you know, can you actually can people relate to you, or do you just talk over their heads like a know-it-all?
• 18:58
  SPEAKER_00: Uh, you know, nobody's gonna hire a know-it-all because they don't know it all, and if you expect they do, that doesn't work.
• 19:05
  SPEAKER_00: So they're not they don't want that.
• 19:07
  SPEAKER_00: Um are you relatable?
• 19:09
  SPEAKER_00: Are you likable?
• 19:10
  SPEAKER_00: Do you have a personality that people can can connect with?
• 19:13
  SPEAKER_00: This is why I love video, and I'll get to video as number three.
• 19:17
  SPEAKER_00: Video lets people see who you are, how you say things, it lets people see your body language, how you say things is so huge in helping people uh decide whether or not they like you.
• 19:30
  SPEAKER_00: If they're just reading an article from you, that's great.
• 19:33
  SPEAKER_00: I mean, they can get an idea, uh they're like, oh, this person sounds kind of funny, or they have a good personality, or I like the way they say these things, or whatever.
• 19:41
  SPEAKER_00: But if they if they get that on video, they're seeing it, they're hearing it, all of they're seeing how you're saying things, your body language, your facial expressions, all of that, and connections are made that way.
• 19:55
  SPEAKER_00: That's one of the most underrated, most uh under talked about things in marketing is is the ability through video and through podcasting to a certain extent.
• 20:05
  SPEAKER_00: I mean, by listening to me, you can get an idea for who I am and my personality.
• 20:09
  SPEAKER_00: But if you were seeing me as well, it'd be even better.
• 20:13
  SPEAKER_00: Which is why this year I'm gonna be taking the podcast and adding video to it at some point.
• 20:18
  SPEAKER_00: It it for me it's just a bandwidth thing.
• 20:20
  SPEAKER_00: Uh, I know a lot of you guys have been like, well, why aren't why don't you just record your podcast and put it up on YouTube?
• 20:25
  SPEAKER_00: It's simply a bandwidth thing.
• 20:27
  SPEAKER_00: I've decided to focus on audio so I can do a lot of other things as well, but this year I'm gonna be adding in video so you can not only listen, but you can watch the podcast being recorded as well and see it.
• 20:38
  SPEAKER_00: It's just that much more powerful.
• 20:39
  SPEAKER_00: So take advantage of that.
• 20:42
  SPEAKER_00: Uh but here's the thing: so many of you, let's say you've done a great job and your name's everywhere, people are referring you to potential clients, they see your name, they see your URL, they see your phone number, your logo, and now they go to Facebook to search for you, or now they go to Google to search for you.
• 20:57
  SPEAKER_00: And they're remember, they're not looking for a company name, they're not looking for a brand.
• 21:02
  SPEAKER_00: Some of them, like the brand helps, but they're still gonna work with a person, aren't they?
• 21:08
  SPEAKER_00: They're still gonna work with a person that's connected to a brand.
• 21:11
  SPEAKER_00: So the person at some point matters a lot.
• 21:14
  SPEAKER_00: If they go to social media and they cannot find a picture of you, they're gonna I'm gonna step on some toes here.
• 21:22
  SPEAKER_00: But I'm not really sorry, because this drives me out of my damn mind.
• 21:26
  SPEAKER_00: You guys that your profile photo doesn't show you, and then they scroll through all your other photos, they cannot see what you look like.
• 21:34
  SPEAKER_00: Do you have any idea how weird that is?
• 21:37
  SPEAKER_00: When when somebody is looking for you, okay, and they want to learn more about you, but then they can't see what you look like, they will assume the worst 100% of the time.
• 21:47
  SPEAKER_00: They're like, that's weird.
• 21:49
  SPEAKER_00: Why like I'm not gonna call to meet somebody if I don't even know what they look like.
• 21:54
  SPEAKER_00: Like, it's not it's not a matter of looks, it's a matter of what are they hiding?
• 21:59
  SPEAKER_00: Like, why why Why why can't I see what they look like?
• 22:02
  SPEAKER_00: Why are there no pictures of them online in today's world, 2020?
• 22:07
  SPEAKER_00: That's weird.
• 22:08
  SPEAKER_00: That's really weird.
• 22:09
  SPEAKER_00: And I see some of you guys, some some of you guys, even some of you uh with I was gonna be a little too specific.
• 22:17
  SPEAKER_00: Some of you guys that I speak to on a regular basis, you cannot see what you look like.
• 22:22
  SPEAKER_00: Honestly, some of you guys who I who I converse with through through messages and social media and stuff, I have no idea what you look like.
• 22:30
  SPEAKER_00: And it's weird.
• 22:31
  SPEAKER_00: And if I was a consumer, I'd be like, What what the hell?
• 22:34
  SPEAKER_00: Like, what are they trying to hide?
• 22:36
  SPEAKER_00: It's it just doesn't leave a positive impression.
• 22:40
  SPEAKER_00: That's the thing.
• 22:40
  SPEAKER_00: They might not they're probably not gonna assume that you're some serial killer or that you look like uh or that you look like sloth from Goonies.
• 22:49
  SPEAKER_00: Maybe you do, not there's anything wrong with that.
• 22:51
  SPEAKER_00: But if they if they assume that, fine.
• 22:54
  SPEAKER_00: But more than that, it's it's it's just weird that they can't find what you look like.
• 22:59
  SPEAKER_00: It's like uh it I don't even know if I if I need to describe it more than that.
• 23:05
  SPEAKER_00: You know what I mean.
• 23:06
  SPEAKER_00: It's it's not the looks itself that they're looking for, it's they want to make a a connection with somebody who they've been researching online, they keep hearing good things about, but then if they can't actually see your face, that's weird.
• 23:20
  SPEAKER_00: And you're you're losing a lot of business, I promise you.
• 23:24
  SPEAKER_00: You're losing a lot of business if if people have no idea what you look like online.
• 23:30
  SPEAKER_00: Stop it.
• 23:32
  SPEAKER_00: Look, if you're if you're worried about people seeing your photo, well maybe you should have a plastic bag over your head when you're walking down the street too, because people see you then, don't they?
• 23:40
  SPEAKER_00: People see you when you're in public.
• 23:42
  SPEAKER_00: When you go to the grocery store, they see you.
• 23:45
  SPEAKER_00: So what's the problem?
• 23:47
  SPEAKER_00: That's literally what you look like, so that's what you look like.
• 23:51
  SPEAKER_00: Okay.
• 23:52
  SPEAKER_00: If you are in this business and you want people to find you, you have to be found.
• 23:58
  SPEAKER_00: You have to make yourself able to be found.
• 24:01
  SPEAKER_00: So make sure that your social profiles say you're an agent.
• 24:04
  SPEAKER_00: Make sure it says where you're an agent, okay?
• 24:07
  SPEAKER_00: Real estate agent with this company, for disclosure reasons, of course, in this market, in this area, in this subdivision or neighborhood.
• 24:15
  SPEAKER_00: Make it very clear that when somebody finds you, oh, that's that's the Dustin that I've been looking for.
• 24:20
  SPEAKER_00: That's the Dustin that that I've been hearing about.
• 24:22
  SPEAKER_00: It's he's an agent in Salt Lake City with the EXP or with Salt Lake, whatever.
• 24:28
  SPEAKER_00: And and because if they're like, hmm, he's said they said to look for this Dustin guy, but I don't really see a photo of him, or I see a photo, but it doesn't say anything about real estate, this must not be the right person.
• 24:40
  SPEAKER_00: Right?
• 24:41
  SPEAKER_00: Guys, this is not complex stuff.
• 24:45
  SPEAKER_00: But some of you are just you've let insecurities and issues or concerns about privacy that that really, if you take a step back, are misconceptions, or at least they're not in the right context.
• 24:59
  SPEAKER_00: If you are a real estate agent and you you literally, the way you survive is by people discovering you and hiring you, but then you're throwing up all these roadblocks to prevent them from finding you, you're not gonna last.
• 25:14
  SPEAKER_00: I I don't know how you are.
• 25:16
  SPEAKER_00: I don't know how you are.
• 25:17
  SPEAKER_00: So make sure that you that you actually have photos of you.
• 25:20
  SPEAKER_00: You can pick which photo it is.
• 25:22
  SPEAKER_00: Just don't use your glamour shot from 91.
• 25:25
  SPEAKER_00: Honest to god, those glamour shots, as as hilarious as they are today, you don't want to do that.
• 25:31
  SPEAKER_00: It that there's another thing, consistency and and do people get what they expect.
• 25:36
  SPEAKER_00: So if you if you if you act, if you're not yourself in a video, you act a certain way, and then somebody meets you in person, you're like, wait a minute, this isn't the person I thought.
• 25:46
  SPEAKER_00: Like, wait, this person's Whoa, that's not the person I saw on video.
• 25:50
  SPEAKER_00: I wanted to work with the person I saw on that video.
• 25:52
  SPEAKER_00: You gotta be you gotta be congruent there.
• 25:55
  SPEAKER_00: Same thing with your looks.
• 25:56
  SPEAKER_00: Have updated photos, have updated headshots.
• 26:00
  SPEAKER_00: I s this is it's hilarious how realtors, I don't know why, you'll have a headshot from 20 years ago where you're you have a baby face and then they see you now and you're all grey and wrinkly, and they're like, wait, I maybe I was supposed to be meeting with your son?
• 26:14
  SPEAKER_00: Uh I don't know.
• 26:15
  SPEAKER_00: It's just it creates a terrible dynamic.
• 26:17
  SPEAKER_00: You know what I'm talking about.
• 26:18
  SPEAKER_00: I've stepped on plenty of toes, so if they're bleeding at this point, uh you know, put some dirt on it, you'll be fine.
• 26:25
  SPEAKER_00: But you know this stuff to be true.
• 26:27
  SPEAKER_00: Just someone's gotta say this shit.
• 26:30
  SPEAKER_00: And you've gotta fix it.
• 26:31
  SPEAKER_00: If if you can't if you cannot if people can't see who you what you look like and who you are online, they're gonna think you're weird.
• 26:40
  SPEAKER_00: They're gonna think it's weird, you have something to hide, and if even if they give you n every benefit of the doubt possible, they're still gonna walk away with not a positive perception.
• 26:51
  SPEAKER_00: It's gonna be slightly negative at best, and that's not gonna that's not gonna get them to reach out and hire you.
• 26:58
  SPEAKER_00: It's just not.
• 27:00
  SPEAKER_00: Alright, so let's talk about video a little bit more.
• 27:02
  SPEAKER_00: Number three, do more video.
• 27:04
  SPEAKER_00: This year you need to do a hell of a lot more video, and I have plans to do a lot more video.
• 27:09
  SPEAKER_00: It's just so powerful.
• 27:11
  SPEAKER_00: And with with iPhones and with cameras these days, it's so easy.
• 27:15
  SPEAKER_00: You just pull out your phone and record.
• 27:18
  SPEAKER_00: Don't worry about having stuff so perfectly polished and perfectly um perfectly produced, and you know, you don't need you don't need uh what do they call it?
• 27:29
  SPEAKER_00: Uh lower thirds, you don't need uh logos in the bottom right of of your video.
• 27:33
  SPEAKER_00: You don't you don't need any of that stuff.
• 27:35
  SPEAKER_00: The content of it is what matters.
• 27:37
  SPEAKER_00: So do more video because literally it's the next best thing to meeting somebody face to face.
• 27:43
  SPEAKER_00: It's actually better.
• 27:46
  SPEAKER_00: Video is better than meeting people face to face.
• 27:49
  SPEAKER_00: Here's why I say that.
• 27:51
  SPEAKER_00: How hard would it be?
• 27:52
  SPEAKER_00: How how much time would it take?
• 27:54
  SPEAKER_00: What would you have to do to to meet with somebody face to face, or at least have somebody see you in person to have a thousand people see you in person?
• 28:04
  SPEAKER_00: What would that take?
• 28:05
  SPEAKER_00: Okay, if it's one-on-one, you're door knocking, a thousand doors, or more than that, because most of them won't open the door anyways.
• 28:12
  SPEAKER_00: They've they're diving behind their couch for safety, or they're running to their safe to get their nine millimeter because nobody rings the doorbell anymore, and they're like, What the hell?
• 28:21
  SPEAKER_00: So it's going to take a lot of time and energy just to get in front of a thousand people, just to get a thousand people to see you.
• 28:27
  SPEAKER_00: Um, maybe maybe you get a thousand people into a room and you're speaking on stage.
• 28:31
  SPEAKER_00: Well, what does that take?
• 28:33
  SPEAKER_00: Like, getting a thousand people, you've got to be pretty damn credible, and you know, that that's unless you're like keynoting a talk somewhere and people came to hear you, you're not gonna do that.
• 28:45
  SPEAKER_00: So literally, video is better because you can have thousands and thousands of people see a video and it costs you your time.
• 28:54
  SPEAKER_00: You know, you can record a video right now talking about anything, talking about the arts festival coming up this weekend, talking about a celebrity's home that's about to go on the market, or whatever it is, and have thousands of people see it and have it cost you nothing.
• 29:12
  SPEAKER_00: It costs you nothing.
• 29:13
  SPEAKER_00: And you can do it, boom, within two minutes of your time.
• 29:17
  SPEAKER_00: Video is leverageable.
• 29:19
  SPEAKER_00: It's infinitely leverageable because you could have billions of views on that video, potentially.
• 29:25
  SPEAKER_00: You know, there's some there's YouTube videos out there for celebrities and and music and stuff where they have billions of views now.
• 29:33
  SPEAKER_00: So literally billions of people can see a video, and uh it's just so that's why I say video is the best possible thing out there.
• 29:42
  SPEAKER_00: And if you're doing video already, do more of it.
• 29:45
  SPEAKER_00: If you're not doing any, do some of it.
• 29:47
  SPEAKER_00: Don't worry about a videographer.
• 29:49
  SPEAKER_00: Don't I mean in episode 104 with uh with Tyler Jack Harris, he talked about how he was able to hire a videographer as an intern and it didn't cost that much.
• 30:00
  SPEAKER_00: I think he said it was like 20 grand a year or something.
• 30:02
  SPEAKER_00: Um, you know, he took care of him and taught him some stuff and and paid for his apartment and all that, but you c it doesn't cost that much to do a videographer, but you you don't even need that.
• 30:12
  SPEAKER_00: You just need your phone and you need to have energy, you need to be yourself and talk about something interesting.
• 30:19
  SPEAKER_00: If you're talking about something interesting, that will do the heavy lifting.
• 30:22
  SPEAKER_00: That's really the most important.
• 30:24
  SPEAKER_00: You could have the best energy, the best personality, the most charisma ever, but if you're talking about something nobody gives a shit about, well then guess what?
• 30:32
  SPEAKER_00: No one's gonna watch the video.
• 30:34
  SPEAKER_00: No one's gonna care, no one's gonna share it, and it's not even worth doing.
• 30:38
  SPEAKER_00: So get the topic right, get the topic right in the headline and all of that right, that will do the heavy lifting, the production value, the production quality or lack thereof is way down the list of of importance.
• 30:51
  SPEAKER_00: Video, video, video.
• 30:53
  SPEAKER_00: Okay, number four, learn Facebook ads.
• 30:55
  SPEAKER_00: This year, if you don't know Facebook ads, you need to learn.
• 30:59
  SPEAKER_00: And if you don't know how to do them well, you need to learn.
• 31:02
  SPEAKER_00: It's just too big of an opportunity.
• 31:04
  SPEAKER_00: With with the changes that Facebook made in the middle of 2019 with uh with reducing how many targeting options, how many audience options we have as real estate agents and mortgage professionals.
• 31:17
  SPEAKER_00: What that caused to happen was not that Facebook has become less uh less productive or less awesome for producing leads or um you know helping you brand and retarget, but no, it made a lot of your competitors either throw their hands up in frustration, which some of you probably did.
• 31:36
  SPEAKER_00: You throw your hands up in frustration, you're like, how am I supposed to do this anymore?
• 31:39
  SPEAKER_00: They keep changing things.
• 31:40
  SPEAKER_00: And if if I can't target homeowners, or if I can't if I can't exclude other realtors, I can't do this.
• 31:46
  SPEAKER_00: It can't be successful.
• 31:47
  SPEAKER_00: Well, spoiler alert, it absolutely can and is, but if that's the story you're telling yourself, um that sucks, but you're right if that's what you're telling yourself.
• 31:56
  SPEAKER_00: It's just creating less competition for those that are willing to learn how to do it the right way, and to make minor adjustments, and and they're doing great.
• 32:06
  SPEAKER_00: So Facebook ads is just too powerful, it's it's so much less expensive than Google, and you can target it Look, Facebook knows everything about us.
• 32:19
  SPEAKER_00: Everything, because we tell it everything, and they have third-party data and all this stuff.
• 32:23
  SPEAKER_00: Uh, they know everything about us, and so you're able to say this type of person over here is most likely to connect with this house I'm listing, or this uh this video that I'm trying to do, or this open house I'm trying to promote, or whatever.
• 32:39
  SPEAKER_00: Like this, this is what that person looks like.
• 32:42
  SPEAKER_00: They they like this, they like that, they're interested in this, they're interested in in Redfin and interested in mortgage calculators and stuff.
• 32:48
  SPEAKER_00: And that's what you're able to do with Facebook ads is put ads just in front of those people.
• 32:52
  SPEAKER_00: So you're not wasting money putting it in front of everybody out there.
• 32:56
  SPEAKER_00: That it's just too powerful.
• 32:58
  SPEAKER_00: And getting leads is just one aspect of Facebook ads.
• 33:02
  SPEAKER_00: Yes, Facebook ads can absolutely generate you a crap load of leads directly that you can start conversations and get appointments and turn those appointments into clients and start closing deals directly from Facebook leads.
• 33:16
  SPEAKER_00: Yes, that's a huge part of it.
• 33:17
  SPEAKER_00: But an even bigger part of it is how it amplifies you.
• 33:23
  SPEAKER_00: Okay, it amplifies your exposure.
• 33:25
  SPEAKER_00: The Facebook ads platform is an amplifier of whatever you want amplified.
• 33:31
  SPEAKER_00: If you want your brand, your name, your face, your voice, your articles, your videos, if you want more people to see those, people who don't know you yet, Facebook Ads is the best platform out there, hands down, to do that.
• 33:47
  SPEAKER_00: And then you throw in retargeting, which means uh I'll give you an analogy here.
• 33:52
  SPEAKER_00: So you go to you go to Amazon and you're looking at a mattress or something, or you're looking at a backpack on Amazon, right?
• 33:58
  SPEAKER_00: Well, then you go uh an hour later, you're you're on your Facebook feed and you start seeing Amazon ads in your newsfeed for that backpack and similar backpacks.
• 34:07
  SPEAKER_00: Interesting.
• 34:08
  SPEAKER_00: Why is that?
• 34:09
  SPEAKER_00: That's what that's what happens when you go to Target's website or Walmart's website, or you click on uh you watch a brand's video or you click on somebody's Instagram profile, and now you start seeing their ads everywhere.
• 34:22
  SPEAKER_00: That's called retargeting.
• 34:24
  SPEAKER_00: We can do that.
• 34:25
  SPEAKER_00: As real estate agents, we can do that too.
• 34:28
  SPEAKER_00: In fact, the ones that are really crushing it with Facebook advertising are learning to use retargeting.
• 34:34
  SPEAKER_00: It's so simple, you just have to jump through a couple more hoops, and so you need someone to teach you which hoops to jump through and what's important and how to structure it.
• 34:43
  SPEAKER_00: But if you get that down, it it's it's unbelievable.
• 34:47
  SPEAKER_00: Because, like I said before, the Facebook platform helps you get your brand and your message and and just whatever you want people to see, it gets that in front of more people, people who are not currently in your audience, people who don't currently like your page or they they don't even know you exist right now.
• 35:06
  SPEAKER_00: So Facebook helps you get it in front of them, so now they've seen you once.
• 35:10
  SPEAKER_00: Then if they watch, for example, 50% of a video, you want to know who those people are.
• 35:16
  SPEAKER_00: So you create what's called a custom audience of those who have watched 25% of a video, 50%, whatever you can specify.
• 35:23
  SPEAKER_00: But for this example, anyone who watches half of your video, you want to start showing other videos to.
• 35:30
  SPEAKER_00: So then they can see you again and again and again and again to where you become familiar and known, and they start to get the impression that you're everywhere and that you're the biggest show in town, right?
• 35:41
  SPEAKER_00: That you're the best because you're everywhere.
• 35:44
  SPEAKER_00: And the worst wouldn't be everywhere, the best would be everywhere.
• 35:47
  SPEAKER_00: So through retargeting, you're able to say, anyone who visits my Facebook page or engages with any post on it, I want them to start seeing this ad and then this ad and then this video, and then this one and this one, and set up a retargeting campaign.
• 36:03
  SPEAKER_00: And agents who do that kill it because who's more likely to hire you?
• 36:08
  SPEAKER_00: Somebody who someone who's never seen you before and sees one ad, or somebody who's seen you 12 other places, they're familiar with your name and your face and your brand, then they see an ad offering a list of homes.
• 36:21
  SPEAKER_00: Are they more likely to click on your ad or the stranger agent's ad?
• 36:25
  SPEAKER_00: Obviously yours because you're familiar.
• 36:28
  SPEAKER_00: You have to learn the retargeting concept and how to do it.
• 36:32
  SPEAKER_00: And you can you you don't need you don't need to become a massive agent society member to do this.
• 36:37
  SPEAKER_00: Like, look, I'm not gonna lie to you, you don't need me, but it speeds up the process.
• 36:42
  SPEAKER_00: It shortens the learning curve.
• 36:44
  SPEAKER_00: I learned I learned Facebook ads by myself by watching videos and reading articles and trial and error.
• 36:51
  SPEAKER_00: Literally.
• 36:52
  SPEAKER_00: But it took so much longer and cost me so much more money through all that testing when I could have just had an expert hold my hand and say, Hey, don't worry about all that other horseshit.
• 37:03
  SPEAKER_00: You don't need to do that, that doesn't work.
• 37:05
  SPEAKER_00: Do this, and here's why.
• 37:06
  SPEAKER_00: Do this.
• 37:07
  SPEAKER_00: Oh, you want to accomplish that thing?
• 37:10
  SPEAKER_00: You you wanna you want to get more people to your open house?
• 37:12
  SPEAKER_00: Okay, well, click this, write this, do this, promote it this way to this group of people.
• 37:18
  SPEAKER_00: That's the value in hiring a coach, taking a course, uh, going to a workshop, whatever is you're leveraging somebody else's expertise.
• 37:28
  SPEAKER_00: It it's it's a tried and true thing.
• 37:31
  SPEAKER_00: Uh like look, LeBron James, Kobe Bryant, um, Dwayne Wade, uh Kevin Durant, like they're all basketball players, but e every every professional athlete, Tom Brady, Peyton Manning, every professional athlete still has a coach.
• 37:48
  SPEAKER_00: They still have a coach because they still, no matter where they're at, no matter how good they are, they can always learn something new to to make them even better.
• 37:57
  SPEAKER_00: So you need one too.
• 37:59
  SPEAKER_00: You need one too, and Facebook ads will you need to learn them this year because being reliant on Zillow or on a team leader or a broker or a partner or a lender, whatever, um, for leads is a problem because you're relying on someone other than yourself.
• 38:19
  SPEAKER_00: So you need to learn how to use Facebook ads for yourself so you control how much you spend, you control the results you get, you control the type of lead you get, you control the type of customer you're attracting, you control the messaging.
• 38:32
  SPEAKER_00: And if you're patient and you stick with it and learn over, you know, three, four, five, six months, you learn retargeting and you have a decent campaign set up that just keeps working better and better and better as every day goes on, that's that's how you create a uh thriving business that just keeps growing and and and you don't have the ups and downs.
• 38:54
  SPEAKER_00: You have to this year you have to become a master of lead generation for yourself.
• 39:00
  SPEAKER_00: If you cannot get your own leads, if you don't know how to get your own clients, you don't stand a chance.
• 39:07
  SPEAKER_00: Maybe it's not this year that you start to lose, lose ground.
• 39:11
  SPEAKER_00: Maybe it's not even next year, but at some point, if you if you don't have control over your ability to get new clients, you will lose.
• 39:19
  SPEAKER_00: There's so much changing.
• 39:20
  SPEAKER_00: Uh the price of leads are gonna keep going up, the competition for them is gonna keep going up, and pretty soon you're gonna be priced out.
• 39:27
  SPEAKER_00: But everyone who's over here learning, investing time and money right now to become lead gen experts for themselves, they don't give a shit.
• 39:35
  SPEAKER_00: They're like, oh, a Zillow leads are now six hundred dollars each.
• 39:38
  SPEAKER_00: Uh that's cool, because I'm I'm over here closing transactions for$400 each.
• 39:43
  SPEAKER_00: You know what I mean?
• 39:44
  SPEAKER_00: That's having that control is everything, and you need to do it.
• 39:49
  SPEAKER_00: So what we've done, okay, this is not for everybody, and and unfortunately, some markets are sold out.
• 39:55
  SPEAKER_00: The Massive Agent Society is a program that we set up a year and a half ago to help agents to speed up the learning process, to hold your hand, and teach you how to master lead generation, specifically using the Facebook platform.
• 40:10
  SPEAKER_00: So if you've never run a Facebook ad before, awesome.
• 40:14
  SPEAKER_00: We give you ads to run.
• 40:15
  SPEAKER_00: You can copy and paste them.
• 40:16
  SPEAKER_00: We have video tutorials that run you through the entire process of how to do an ad, which buttons to click, which boxes not to check, all of that.
• 40:24
  SPEAKER_00: And then we hold your hand and teach you throughout the process how to respond to the leads, how to set up that process so it's automated, what to say to them, how to um how to uh overcome getting one of your ads rejected.
• 40:39
  SPEAKER_00: I mean, that that's happening all the time now, is you get an ad rejected or denied, and Facebook is not very good with telling people why.
• 40:47
  SPEAKER_00: And and honestly, usually it's a bug.
• 40:50
  SPEAKER_00: Usually it's just a bug they didn't mean to, it got denied somehow, and so you've got to go through this bullshit process, but most people don't know how to go through that process, they don't know where to start.
• 40:59
  SPEAKER_00: So you need somebody to hold your hand and say, oh, just click this, go over here, do this, go talk to this person, and bing, bang, boom, you know, email this.
• 41:08
  SPEAKER_00: And so having a resource on an ongoing basis to help you when issues arise along the way of becoming a master, that's invaluable.
• 41:17
  SPEAKER_00: So we do that through a combination of an online course, a Facebook ads database you can copy and paste, and group coaching where you can actually get one-on-one personalized coaching where we can do screen shares and talk through, you know, face-to-face through this.
• 41:34
  SPEAKER_00: It's called the Massive Agent Society, and we only allow one agent per market.
• 41:39
  SPEAKER_00: As long as there's another active agent in your market, I'm sorry, but you're not able to join.
• 41:44
  SPEAKER_00: You you then have to do one-on-one coaching with me, which I do offer above and beyond the Massive Agent Society.
• 41:51
  SPEAKER_00: It is more expensive, but it's uh it's personalized 100% of the way.
• 41:56
  SPEAKER_00: So the Massive Agent Society is the program I came up with with you in mind.
• 42:00
  SPEAKER_00: Somebody who wants to take control.
• 42:03
  SPEAKER_00: You don't want to waste a bunch of time and money learning it yourself over the next 10 months.
• 42:07
  SPEAKER_00: You want to learn right now, you want to get some leads in tonight, and then learn how to make it better and learn how to become a master along the way.
• 42:14
  SPEAKER_00: And you just it and you also don't want to spend$3,000 a month to do it, right?
• 42:19
  SPEAKER_00: So we created the Massive Agent Society.
• 42:21
  SPEAKER_00: Go see if your market is available, MassiveAgen Society.com and see.
• 42:25
  SPEAKER_00: And if your market is, you can claim it.
• 42:28
  SPEAKER_00: Um it I created this program out of what I what I wanted, what I what I wish would have existed at the price point that I wish it would have been back when I needed something like this.
• 42:41
  SPEAKER_00: I could have hired a coach or taken a course, but it would I didn't have thousands per month to spend on it.
• 42:45
  SPEAKER_00: In fact, you could you could become a lifetime member of the Massive Agent Society and claim your claim your market forever for the price of what some of these coaches cost per month.
• 42:56
  SPEAKER_00: And it's not even personalized.
• 42:58
  SPEAKER_00: And you don't even talk with the the with the main coach, anyways.
• 43:01
  SPEAKER_00: You're you're talking with one of their people, with one of their people.
• 43:05
  SPEAKER_00: So I created what I wish would have existed, and you have access to it.
• 43:10
  SPEAKER_00: As long as your market's available, go get it.
• 43:12
  SPEAKER_00: But look, if that's not for you, cool, I get it.
• 43:15
  SPEAKER_00: It's not for everybody.
• 43:16
  SPEAKER_00: Um, you you do need to learn Facebook ads.
• 43:19
  SPEAKER_00: So if you've thrown in the towel at any point, get back on the horse.
• 43:22
  SPEAKER_00: Get back in that ring.
• 43:23
  SPEAKER_00: I'm mixing analogies, as I usually do, but get back in there and figure out how to get past that roadblock that you were at.
• 43:31
  SPEAKER_00: Okay, what what was it that made you throw in the towel?
• 43:33
  SPEAKER_00: What were you frustrated by?
• 43:34
  SPEAKER_00: Were you did you set it up and start running the ad and you spent$100 and it didn't produce any results?
• 43:41
  SPEAKER_00: Okay, well, you can get past that.
• 43:43
  SPEAKER_00: You just need a better ad.
• 43:45
  SPEAKER_00: Like you first you need to identify where the issue was, what was causing the problem, why didn't it work?
• 43:51
  SPEAKER_00: It could it could be m multiple things, but you've got to identify that.
• 43:55
  SPEAKER_00: Learn that and then fix it and try something else.
• 43:58
  SPEAKER_00: And I promise you.
• 44:00
  SPEAKER_00: Facebook ads work.
• 44:02
  SPEAKER_00: You just have to make them work for you.
• 44:03
  SPEAKER_00: You have to learn something that you don't know right now, like anything else.
• 44:08
  SPEAKER_00: And the last thing about Facebook ads too, just because you've created a piece of content does not mean that you should be spending money to promote it through Facebook.
• 44:16
  SPEAKER_00: If you do a video, every time you do a video or every time you write an article or you do something, doesn't mean that you should go spend 20 or 50 bucks to promote it.
• 44:25
  SPEAKER_00: Post it, okay?
• 44:27
  SPEAKER_00: Get some organic reach.
• 44:28
  SPEAKER_00: Find out how it's received.
• 44:30
  SPEAKER_00: Are people liking it?
• 44:31
  SPEAKER_00: Are they sharing it?
• 44:32
  SPEAKER_00: Are they commenting on it?
• 44:34
  SPEAKER_00: Is it performing well?
• 44:35
  SPEAKER_00: And if so, that's the stuff you want to put money behind.
• 44:39
  SPEAKER_00: Don't just put money behind every single piece of content you do, because you're gonna you're gonna spend all your damn money.
• 44:44
  SPEAKER_00: Um, but you'll know when when you when you do a piece of content that is really performing well, put money behind that.
• 44:51
  SPEAKER_00: Pour gas on that fire.
• 44:53
  SPEAKER_00: Don't waste your money on the stuff that isn't performing that well.
• 44:56
  SPEAKER_00: And the way to do it is post it organically, wait 24 hours or so, make sure you don't just post it on your page and then call it good.
• 45:03
  SPEAKER_00: Like, you know, share it to some Facebook groups that are relevant.
• 45:06
  SPEAKER_00: Try to get some some friends or or associates or family members to to share it as well.
• 45:12
  SPEAKER_00: You know, you know when you when you have a great piece of content.
• 45:15
  SPEAKER_00: You do.
• 45:16
  SPEAKER_00: Just be honest about it.
• 45:17
  SPEAKER_00: Sometimes it's not the piece that we thought it sometimes it's not the piece we wanted to be super popular, sometimes it's something else.
• 45:25
  SPEAKER_00: But just get it out there and put money behind the good stuff.
• 45:28
  SPEAKER_00: Don't throw good money after bad, put money behind the good stuff.
• 45:33
  SPEAKER_00: Number five, this year, if you don't already have this, and even if you do, you need to get even better with it, develop an abundance mindset.
• 45:42
  SPEAKER_00: If you have a scarcity mindset, then you're limiting your success so much.
• 45:48
  SPEAKER_00: This is something I've personally learned over the last few years.
• 45:52
  SPEAKER_00: The it's so easy to think that um, wow, you know, how am I supposed to be selling a hundred homes a year if this person over here is selling three hundred, like the they just that person's everywhere, there's no room for me.
• 46:04
  SPEAKER_00: Well, first off, yes, there is.
• 46:07
  SPEAKER_00: Uh I don't care what market you're in, there's two sides to every transaction, and homes are selling every single day.
• 46:14
  SPEAKER_00: Every day.
• 46:15
  SPEAKER_00: Every single day.
• 46:17
  SPEAKER_00: And e even in the worst economy on on the worst slowest day of the year, there are still deals closing.
• 46:24
  SPEAKER_00: Because people have to move.
• 46:26
  SPEAKER_00: People have to people are relocating for work, people are downsizing, upsizing, there's investment property, there's there's reasons where people are are buying and selling real estate that their reasons are more important than market conditions.
• 46:41
  SPEAKER_00: So don't worry about market conditions.
• 46:43
  SPEAKER_00: I really don't care what the market's doing, because if if the market crashes and prices go down, well, guess who wants to buy more property then?
• 46:52
  SPEAKER_00: Investors.
• 46:53
  SPEAKER_00: So then you go attract and service investors.
• 46:56
  SPEAKER_00: Uh when the market's nearing a top, you're gonna have people who want to sell so that they can lock in uh you know the the equity that they've gained.
• 47:04
  SPEAKER_00: When when prices are are really low and they just start going back up, you're gonna have people wanting to buy so they can buy while homes are still cheap.
• 47:11
  SPEAKER_00: You just have to know who uh you have to know where you're at in the market, and then and then just service the people who you know, service people for the timing.
• 47:23
  SPEAKER_00: It's really that simple.
• 47:24
  SPEAKER_00: And if you understand marketing and if you understand how to craft a message, if you understand how to get a certain message in front of a suit and certain group of people, then you're gonna be just fine.
• 47:34
  SPEAKER_00: It doesn't matter what the market does.
• 47:35
  SPEAKER_00: Seriously.
• 47:37
  SPEAKER_00: So uh if if you're working primarily with buyers right now, uh retail buyers, maybe you start working with investor buyers when the market shifts.
• 47:45
  SPEAKER_00: Um it's you just gotta realize there's so much business to go around.
• 47:50
  SPEAKER_00: How many deals close in your market in a given year?
• 47:53
  SPEAKER_00: And then look at the the biggest, like the number one agent in town.
• 47:57
  SPEAKER_00: Maybe they sell 300 homes a year, something like that, but 4,000 sell per year.
• 48:03
  SPEAKER_00: The number one person in town, the number one team, has sold 300 out of 4,000.
• 48:10
  SPEAKER_00: That shows you how much room there is for you.
• 48:12
  SPEAKER_00: And maybe you don't want to sell 300, maybe you just want to sell 20, maybe you want to sell 50 homes, maybe it's a certain income that you care about.
• 48:19
  SPEAKER_00: You don't really give a shit about how many deals you close, you care about the income.
• 48:23
  SPEAKER_00: That's fine.
• 48:24
  SPEAKER_00: There's so much room.
• 48:25
  SPEAKER_00: And I promise you, as soon as you start uh just staying in your lane and staying focused and just putting in the work, knowing that you're doing the right things, I promise you, you will start attracting success because then you stop limiting yourself.
• 48:39
  SPEAKER_00: You start enjoying business, you start enjoying the day-to-day, you start enjoying building your brand, and you start enjoying videos and content and writing and promoting it and social media and doing networking events and talking to people.
• 48:52
  SPEAKER_00: You start really enjoying that stuff.
• 48:54
  SPEAKER_00: And if you're if you're yourself, you start attracting the right people to you, you're gonna have so much fun to where it look, people want to work with happy people, and they can tell you're happy, they can tell you're enjoying it.
• 49:08
  SPEAKER_00: That is going to attract people.
• 49:10
  SPEAKER_00: There's so much business to go around.
• 49:13
  SPEAKER_00: There's because look, every let's just talk super, super high-level macroeconomics, okay?
• 49:18
  SPEAKER_00: Which of course I am a certified expert in.
• 49:21
  SPEAKER_00: But a dollar is not just a dollar.
• 49:23
  SPEAKER_00: A dollar can be re spent over and over and over and over.
• 49:27
  SPEAKER_00: So if you go buy something at the store for ten dollars, that store now has ten dollars, then they can go, you know, they pay somebody five dollars of it, they they take the other five, and then they go buy buy more merchandise, and like that money just keeps going and going and going and going and going and going.
• 49:44
  SPEAKER_00: If you earn$100, are you gonna just is that$100 just taken off the money supply?
• 49:49
  SPEAKER_00: No.
• 49:49
  SPEAKER_00: As soon as you spend it again, as soon as you spend that hundred dollars, it's back.
• 49:54
  SPEAKER_00: So uh one dollar is not just a dollar.
• 49:57
  SPEAKER_00: It look, it just it's infinite.
• 50:00
  SPEAKER_00: It's infinite, so is business, so is money.
• 50:02
  SPEAKER_00: There's so much to be had.
• 50:04
  SPEAKER_00: But if you if you're just sitting there thinking, oh, I can't do it, I'm sorry, but that's not reality.
• 50:11
  SPEAKER_00: It is if you tell yourself that, but that's not reality.
• 50:14
  SPEAKER_00: You have to develop an abundance mindset so you don't care what the market does, you don't care uh what any other top producers are doing, like you're just doing your thing, knowing that if you put in the work and get in front of enough people and say the right things and put forth the best message and and do a great job, you will close deals.
• 50:36
  SPEAKER_00: Work your ass off as best you can, but you'll close deals.
• 50:39
  SPEAKER_00: Build that build that abundance mindset.
• 50:42
  SPEAKER_00: Absolutely crucial.
• 50:43
  SPEAKER_00: All right, guys, I appreciate you listening into this this first episode of 2020 and of the decade.
• 50:48
  SPEAKER_00: If you if you found the show valuable, if you've learned something from this episode or any any in the past, if you have not yet, please, please we ask for you to leave us a review on iTunes.
• 50:59
  SPEAKER_00: It helps us out tremendously.
• 51:00
  SPEAKER_00: To make it simple for you, just go to MassiveAnpodcast.com slash review.
• 51:06
  SPEAKER_00: MassiveAgent Podcast.com slash review, and that takes you right to Apple Podcasts, aka iTunes, and then leave us a quick review.
• 51:15
  SPEAKER_00: Tell us what you liked about the show, tell us what you learned, and it helps us out tremendously.
• 51:19
  SPEAKER_00: So there's no, you know, there's no fee for the show, there's no cost.
• 51:23
  SPEAKER_00: We do this, we do this for you.
• 51:25
  SPEAKER_00: This costs me money and costs me time for sure, but I do it because of the impact it can make and the feedback I get from you guys.
• 51:33
  SPEAKER_00: So leave a review.
• 51:35
  SPEAKER_00: It gives us feedback, it helps us grow our audience, it helps us be seen more in iTunes and grow our audience, which helps us do great things.
• 51:43
  SPEAKER_00: Speaking of which, it helps us to attract better guests, bigger guests.
• 51:48
  SPEAKER_00: Speaking of which, so I don't think I've announced this yet, but episode looks like episode 108.
• 51:56
  SPEAKER_00: In a couple weeks, episode 108 or 109, we're gonna be having an HGTV star on the show.
• 52:02
  SPEAKER_00: We're gonna have Tarek El Musa, well, mispronounced his name, Tarek El Musa on the show from Flip or Flop on HGTV.
• 52:09
  SPEAKER_00: And he is, if you've never heard him before, full of energy, amazing story.
• 52:15
  SPEAKER_00: This guy is a thousand percent self-made.
• 52:18
  SPEAKER_00: I love his story, he's doing amazing things, and so Tarek Elmusa is going to be on the show uh in two or three episodes from today.
• 52:26
  SPEAKER_00: So super excited about that.
• 52:28
  SPEAKER_00: He's already booked, it's already scheduled, and we're just waiting for the actual interview to happen.
• 52:33
  SPEAKER_00: And that is, you know, you guys have helped make that happen.
• 52:37
  SPEAKER_00: Like if we were just this small little show that, you know, only a hundred people per month listen to, like somebody, you know, a guest like that, they're not gonna really be willing to spend their time.
• 52:47
  SPEAKER_00: But because of you guys helping us to get the word out and to share and grow the audience, we've been able to be like, hey, we can actually provide value back to you.
• 52:55
  SPEAKER_00: You come on our show, we'll give you a bunch of exposure to the best damn audience in real estate.
• 52:59
  SPEAKER_00: And and they're like, oh hell yeah, let's do it.
• 53:02
  SPEAKER_00: So thank you guys.
• 53:03
  SPEAKER_00: The reviews help a lot.
• 53:05
  SPEAKER_00: Thank you.
• 53:05
  SPEAKER_00: Share this with a colleague, share it with a friend, share it with your broker or your partner or someone else in your office.
• 53:11
  SPEAKER_00: You can do you can share episodes at MassiveAgent Podcast.com.
• 53:15
  SPEAKER_00: Make sure you listen to our daily podcast and flash briefing called the Massive Agent Minute, also available on Apple Podcasts and the Alexa platform.
• 53:22
  SPEAKER_00: And then uh as a as a reminder, if anything we talked about in the Facebook ads section, if you want to do that but have no clue where to start, I promise you the best value in the real estate industry is the Massive Agent Society program.
• 53:38
  SPEAKER_00: Go to MassiveAgenSociety.com to see if your market is even available.
• 53:42
  SPEAKER_00: If it is, awesome.
• 53:44
  SPEAKER_00: You can you can check out online, claim your market, become a member, get instant access to our members only Facebook group, instant access to our online course and training platform, and and then you can jump right in and start getting leads tonight following the step-by-step videos.
• 53:58
  SPEAKER_00: Uh go do that.
• 53:59
  SPEAKER_00: If you have any questions, reach out.
• 54:01
  SPEAKER_00: Make sure to follow me on Instagram at Massive Agent, Facebook, same username.
• 54:05
  SPEAKER_00: See you again next week, guys.
• 54:07
  SPEAKER_00: Have a great 2020.
• 54:08
  SPEAKER_00: We'll see you later.