Latest / Massive Agent Podcast / MAP 097: Why You Should Never Use the Boost Post Button on Facebook

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MAP 097: Why You Should Never Use the Boost Post Button on Facebook · Massive Agent Podcast

• 0:00
  Dustin Brohm: On this episode of the massive agent podcast.
• 0:02
  Dustin Brohm: I'm going to tell you why you should never click that nice blue little boost post button on your Facebook page.
• 0:36
  Dustin Brohm: What is up everybody?
• 0:37
  Dustin Brohm: Welcome to episode 97 of the massive agent podcast.
• 0:41
  Dustin Brohm: Unbelievable.
• 0:42
  Dustin Brohm: Three episodes away from a hundred.
• 0:43
  Dustin Brohm: Super cool, but today we're going to talk about some Facebook ad basics and something that so many agents and loan officers do.
• 0:52
  Dustin Brohm: They hear Facebook ads are great.
• 0:54
  Dustin Brohm: They hear that they work well, and so the easiest thing for them to do is to click that little boost post button that's on each Facebook page post because it's easy.
• 1:05
  Dustin Brohm: It's like, Ooh, I'm going to boost this.
• 1:07
  Dustin Brohm: I'm going to spend some money and I'm doing a Facebook ad.
• 1:09
  Dustin Brohm: Yes, technically you are doing a Facebook ad, but there's so many reasons why you should not ever do it that way.
• 1:16
  Dustin Brohm: And so I'll go over that today.
• 1:17
  Dustin Brohm: It's going to save you a lot of money even though I'm sure Facebook has been appreciating the donations you've been making to its cause.
• 1:25
  Dustin Brohm: It seems to be doing fairly well thanks to our industry.
• 1:27
  Dustin Brohm: So that's nice.
• 1:29
  Dustin Brohm: So anyhow, welcome to the massive agent podcast.
• 1:32
  Dustin Brohm: A.
• 1:32
  Dustin Brohm: Like I mentioned, episode 97 I'm still trying to think of what to do for episode 100 and I'm pretty stoked about that.
• 1:39
  Dustin Brohm: Um, doesn't need to be fancy or crazy, but I have a couple ideas.
• 1:42
  Dustin Brohm: If you have anything that you think we should do for our 100th episode, shoot me a message on Instagram at massive agent and I'd be happy to entertain the idea as long as it's a good one.
• 1:53
  Dustin Brohm: I mean, if the idea sucks, I'm not going to do it.
• 1:56
  Dustin Brohm: So, you know, that's fair.
• 1:58
  Dustin Brohm: Right?
• 1:58
  Dustin Brohm: If you send me an idea that sucks, I just want to do it.
• 2:02
  Dustin Brohm: I might, I'm gonna be like, Oh thanks you.
• 2:04
  Dustin Brohm: Yeah, I appreciate it and so if I do that and just know it probably sucks, but that's okay.
• 2:09
  Dustin Brohm: I appreciate the effort.
• 2:10
  Dustin Brohm: It's the thought that counts.
• 2:12
  Dustin Brohm: Love you.
• 2:12
  Dustin Brohm: Anyways, if you are new to the massive agent podcast, my name is Dustin brome, your host.
• 2:17
  Dustin Brohm: I'm a real estate agent in salt Lake city, Utah with exp Realty.
• 2:21
  Dustin Brohm: I've been an agent for about nine years or so and I host another podcast and video show every Friday afternoon called industry connected.
• 2:29
  Dustin Brohm: I'm also the co founder of real estate's first and only media network called the industry syndicate.
• 2:36
  Dustin Brohm: We just launched the first podcasting app for the real estate industry made by real estate and mortgage pros for real estate and mortgage pros and you can get it right now for free and discover some amazing new podcasts and video shows and flash briefings and get exclusive content that you're only going to get on the app from the show hosts.
• 2:56
  Dustin Brohm: Just go right now to whichever app store you have, Android or iPhone and search industry syndicate and get the app 100% free.
• 3:04
  Dustin Brohm: Super cool.
• 3:05
  Dustin Brohm: Enjoy.
• 3:06
  Dustin Brohm: Before I jump into the Facebook ads wisdom and the Facebook ads pontification really I'm going to be pontificating and bloviating there was a, there was a third word that was a big word, big word over my head that I have no business using that I'm trying to remember, but I can't remember.
• 3:23
  Dustin Brohm: Yeah, I'll be, I'll be bloviating pontificating and uh, opining while it's all really fact.
• 3:29
  Dustin Brohm: So it's not really opinion, but yeah, there'll be some opinion in there, so I'll be opining as well.
• 3:36
  Dustin Brohm: There you go.
• 3:37
  Dustin Brohm: So, uh, so buckle up for that.
• 3:39
  Dustin Brohm: Uh, I really quick, I want to give a shout out to our sponsor.
• 3:42
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• 3:45
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• 3:50
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• 4:13
  Dustin Brohm: So if you don't have a website, you probably should because when somebody refers you, let's say, let's say your cousin Sally refers you to her friend Jenny and Jenny's like, Hmm, okay, this Dustin guy, you say he's good, I'm going to Google him.
• 4:27
  Dustin Brohm: And she Googles me and she's like, Hmm, geez, I don't really see much.
• 4:32
  Dustin Brohm: I don't really see a whole lot.
• 4:33
  Dustin Brohm: Oh wait a minute.
• 4:33
  Dustin Brohm: What?
• 4:34
  Dustin Brohm: Okay.
• 4:34
  Dustin Brohm: A LinkedIn profile, Facebook page.
• 4:37
  Dustin Brohm: Alright, not impressive.
• 4:38
  Dustin Brohm: Right?
• 4:39
  Dustin Brohm: Whereas if she Googles[inaudible] salt Lake city real estate agent or whatever finds some, uh, some non Zillo, non Facebook, non LinkedIn profiles for an agent, what are those?
• 4:51
  Dustin Brohm: Their websites.
• 4:53
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• 4:55
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• 4:56
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• 4:57
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• 4:58
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• 5:00
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• 5:02
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• 5:03
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• 5:05
  Dustin Brohm: Most consumers don't think about it much more than that.
• 5:08
  Dustin Brohm: They want to make sure you have one.
• 5:09
  Dustin Brohm: It's a business card, it's an online business card and a piece of social proof.
• 5:13
  Dustin Brohm: So if you don't have a website, guys, your referrals and anyone who ever thought about working with you, they are Googling you.
• 5:23
  Dustin Brohm: How many of those people are not finding anything special and are being underwhelmed and you're actually scaring them off in in some way.
• 5:31
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• 5:37
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• 6:00
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• 6:08
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• 6:08
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• 6:13
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• 6:17
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• 6:23
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• 6:34
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• 6:43
  Dustin Brohm: All right how many of you are guilty of clicking boost post and you're like, Oh I'm running a Facebook ad.
• 6:51
  Dustin Brohm: Cool, I'm going to get leads, I'm going to get a bunch of leads.
• 6:53
  Dustin Brohm: Now I'm doing my first Facebook ad cause you click boost post.
• 6:57
  Dustin Brohm: I'm raising my hand, I've done it, I've done it many times.
• 7:00
  Dustin Brohm: And I'll actually tell you there is one very specific use for the boost post button.
• 7:06
  Dustin Brohm: Uh, so I'm, even though the title of the show is never use it, I want that to sink in.
• 7:11
  Dustin Brohm: I, I really want you to just get in the habit of never using it.
• 7:14
  Dustin Brohm: But there is one very specific use for it, but you don't need to use the boost post button to do it.
• 7:19
  Dustin Brohm: So that's why I say never.
• 7:21
  Dustin Brohm: What happens when you click on boost post is Oh, and first off, that's only with something that you've already posted.
• 7:30
  Dustin Brohm: If you want to do a special ad or promote something that you haven't posted yet and you only want certain people to see it, you can't do that through boost post.
• 7:38
  Dustin Brohm: You have to do that in Facebook ads manager.
• 7:41
  Dustin Brohm: So spoiler alert, the whole point of this is you need to be using Facebook ads manager because that's how you can be highly targeted and do very specific things in very specific ways and, and tell the Facebook algorithm exactly what you want it to do for you.
• 7:58
  Dustin Brohm: That's what you, that's why you need the ads manager.
• 8:00
  Dustin Brohm: Boost post does not do that.
• 8:02
  Dustin Brohm: So what happens you, you click boost post, first off, that only shows up on an existing post.
• 8:08
  Dustin Brohm: So it's content that already exists on your page.
• 8:11
  Dustin Brohm: If something is performing extremely well, you're going to start getting notifications from Facebook.
• 8:16
  Dustin Brohm: Oh, this post is performing 60% better than everything else or this is performing 80% better, boost it.
• 8:22
  Dustin Brohm: Now they do that because they want your money.
• 8:24
  Dustin Brohm: They want you to click the thing and then spend 20, 30, 50 bucks, uh, and try it out.
• 8:31
  Dustin Brohm: Okay?
• 8:32
  Dustin Brohm: It's for, it's for people who don't know what they're doing.
• 8:35
  Dustin Brohm: I don't mean that, uh, like I'm not insulting you, but like if you don't know what you're doing, you, you're not using ads manager using ads manager.
• 8:43
  Dustin Brohm: You know what you're doing.
• 8:45
  Dustin Brohm: So Facebook knows this and so you're not going to get optimal results.
• 8:49
  Dustin Brohm: Uh, the only, the only thing that the boost post button is good for is you have a post that's performing extremely well and you just want more people to see it.
• 9:00
  Dustin Brohm: That's it.
• 9:01
  Dustin Brohm: Okay.
• 9:01
  Dustin Brohm: Now you can and should, once you click boost post, you can specify the audience.
• 9:07
  Dustin Brohm: You want to see it.
• 9:09
  Dustin Brohm: You have to already have the audiences set up though too, to really maximize it.
• 9:13
  Dustin Brohm: You have to have the audience already created and saved.
• 9:16
  Dustin Brohm: Uh, if you want all the targeting options available, very, very big deal.
• 9:22
  Dustin Brohm: If you don't have a saved audience already, you're, you're limited in the audience, you can choose.
• 9:27
  Dustin Brohm: So, but luckily you can choose an audience.
• 9:30
  Dustin Brohm: If you, if you do a blog post for example, or a video and you're just like, Oh cool, people are liking this.
• 9:36
  Dustin Brohm: It's performing well.
• 9:37
  Dustin Brohm: I just want more people to see it.
• 9:39
  Dustin Brohm: You could click boost and select that.
• 9:41
  Dustin Brohm: Friends of friends or friends of followers of the page, see it.
• 9:45
  Dustin Brohm: You can do that.
• 9:47
  Dustin Brohm: If that's literally your only objective, cool.
• 9:50
  Dustin Brohm: Go spend 20 bucks, click boost post and do it.
• 9:52
  Dustin Brohm: But there's a better way to do it through ads manager.
• 9:55
  Dustin Brohm: Uh, also you have to look.
• 10:00
  Dustin Brohm: The biggest thing here is you just don't have any options.
• 10:03
  Dustin Brohm: When you click boost post, you select an audience which is stripped down.
• 10:07
  Dustin Brohm: And then, um, you selected budget and you're like, Oh, I'll do$5 a day for four days, whatever.
• 10:12
  Dustin Brohm: Boom.
• 10:13
  Dustin Brohm: And it's just getting more people to see it.
• 10:16
  Dustin Brohm: Now, are they the right people?
• 10:17
  Dustin Brohm: Are they in the area that you want?
• 10:20
  Dustin Brohm: Um, are they, you know, are they, what if you only want people on a mobile device to see that?
• 10:26
  Dustin Brohm: What if you only want people, uh, whatever, you know, fill in the blank.
• 10:31
  Dustin Brohm: You can't do those things with boost posts.
• 10:33
  Dustin Brohm: There's a, a running joke out there that, you know, anytime you, you click the boost post button is basically like a donate button.
• 10:41
  Dustin Brohm: Like you're donating money to Facebook because it's just not effective unless you specifically are saying, I want more people to see this post.
• 10:48
  Dustin Brohm: I don't really care on pinpointing it perfectly.
• 10:52
  Dustin Brohm: I just want more people in my area to see it.
• 10:55
  Dustin Brohm: That's it.
• 10:56
  Dustin Brohm: Cool.
• 10:57
  Dustin Brohm: That's not a very highly targeted, effective way to run a Facebook ad.
• 11:00
  Dustin Brohm: But technically it is one and it's, you know, it's better than nothing I guess.
• 11:05
  Dustin Brohm: But why not just take the time to learn as manager to set up, set up a Facebook ad right from the get you.
• 11:12
  Dustin Brohm: So right at the very beginning when you're setting up a Facebook ad, an ads manager, you select the objective.
• 11:19
  Dustin Brohm: Do not overlook this.
• 11:21
  Dustin Brohm: The objective is right off the, right off the bat you're telling the Facebook algorithm, which is extremely advanced.
• 11:27
  Dustin Brohm: You're telling it, Hey, I want you to get me leads or I want you to find me people more likely to watch this video.
• 11:35
  Dustin Brohm: Find people more likely to engage with this post and leave comments and all that.
• 11:41
  Dustin Brohm: Find me more people to, you know, fill in the blank.
• 11:44
  Dustin Brohm: So like download an app or whatever.
• 11:47
  Dustin Brohm: So you're choosing the objective right off the bat.
• 11:50
  Dustin Brohm: Um, for retargeting, you're going to need to learn about the objective, which just reaches as many people as possible within the audience.
• 11:58
  Dustin Brohm: Um, it doesn't optimize for a specific action.
• 12:01
  Dustin Brohm: It's just meant to reach as many people in the audience as possible for retargeting.
• 12:06
  Dustin Brohm: When you have a custom audience of people you know you want to reach, the reach objective is great.
• 12:10
  Dustin Brohm: But for the vast majority of you guys who are just running an ad, promoting a piece of content or trying to get leads with the lead generation objective, you're going to choose one of those.
• 12:20
  Dustin Brohm: So, uh, let's say you, you have a video that you just did.
• 12:23
  Dustin Brohm: It's a great walk, like a neighborhood walk through video and you want more people in your area to see it.
• 12:29
  Dustin Brohm: Well, first off, since you're not offering housing in that ad, uh, make sure that you're not okay.
• 12:37
  Dustin Brohm: So there's the disclaimer.
• 12:38
  Dustin Brohm: You have to actually make sure you're not.
• 12:40
  Dustin Brohm: But if you're not offering housing or credit or employment, you do not have to check the new special category box.
• 12:47
  Dustin Brohm: The Facebook ad does not meet this special category, which, which is what strips down.
• 12:52
  Dustin Brohm: Um, a lot of the targeting options like age, gender, um, you know, you can't get tighter than a 15 mile radius.
• 12:58
  Dustin Brohm: You can't exclude, you can only use interest, uh, interests and all that.
• 13:04
  Dustin Brohm: Uh, if it's, if it's just about a neighborhood, you're not offering housing, you don't need to check this special category box.
• 13:11
  Dustin Brohm: Awesome.
• 13:12
  Dustin Brohm: So you, you just want more video views.
• 13:15
  Dustin Brohm: So do you choose the post engagement objective or the video views objective?
• 13:20
  Dustin Brohm: This is where you need to know what your goal is.
• 13:22
  Dustin Brohm: If you want more people to watch select video views, it's gonna find people most likely to watch at least three to 15 seconds of your video.
• 13:32
  Dustin Brohm: Okay?
• 13:32
  Dustin Brohm: If that's what you want, awesome.
• 13:33
  Dustin Brohm: If you want to get a bunch of likes and wows and Hawes and comments and stuff, you want to choose post engagement.
• 13:41
  Dustin Brohm: And because you're telling the algorithm, find people most likely to do this to do this thing, if you want, if you've created a landing page for yourself to play that video or to capture somebody's email address or to schedule a showing for a property or whatever.
• 13:58
  Dustin Brohm: Again, if it's offering housing or anything like that, you need to check this special category box at the campaign level and uh, and then it reduces and make sure that all makes, excuse me, makes sure that all the targeting options are compliant with, uh, Facebook's new rules for housing credit and employment based ads.
• 14:18
  Dustin Brohm: But if you have a landing page or an article that you're sending somebody to or you want them to go see whatever, some other web page, then you want to choose the traffic objective clicks.
• 14:29
  Dustin Brohm: In other words, if you want somebody to click a link, then you must tell Facebook right off the bat, my objective is clicks.
• 14:38
  Dustin Brohm: Traffic, okay, I want people to click.
• 14:40
  Dustin Brohm: So they're going to find people more likely to click the button.
• 14:44
  Dustin Brohm: What's nice about, uh, what, what Facebook has done over the, over the last couple of years is you can then even specify further in the ad process.
• 14:51
  Dustin Brohm: Once you click on a, once you choose the traffic objective, you can actually specify, you don't just want clicks.
• 14:58
  Dustin Brohm: You want someone to click and wait until the, the landing page loads.
• 15:03
  Dustin Brohm: You want someone to actually see the landing page, not just click the Lincoln bounce.
• 15:08
  Dustin Brohm: So you can actually specify that, which is great.
• 15:10
  Dustin Brohm: But if you want leads, if you, if you want to capture leads using Facebook's lead form, which pops up within Facebook, they never leave Facebook, it auto populates the contact info that a Facebook user has on their profile.
• 15:25
  Dustin Brohm: Then you need to choose the lead generation objective and Facebook will find people more likely to fill out the lead form and submit it.
• 15:33
  Dustin Brohm: So that's powerful stuff.
• 15:35
  Dustin Brohm: As you can see, the goal here, even all the way back to the boost post button, you need to know what you're trying to do.
• 15:42
  Dustin Brohm: If you're just throwing, throwing something at the wall to see what sticks and you're just like, I don't care, I'll spend 20 bucks.
• 15:48
  Dustin Brohm: I just want more people to see this.
• 15:50
  Dustin Brohm: Sure.
• 15:51
  Dustin Brohm: I mean, I guess you tell me if that's better than nothing.
• 15:54
  Dustin Brohm: I dunno.
• 15:55
  Dustin Brohm: Maybe, uh, but there's a better way to do it.
• 15:58
  Dustin Brohm: If you're going to spend 20 or 50 bucks, why not do it in the best possible way and dramatically increase your chances of doing what you want to happen or of achieving what you want to happen with the ad.
• 16:11
  Dustin Brohm: So, uh, having it, just knowing the distinction between the boost post button and the Facebook ads manager is a big deal.
• 16:19
  Dustin Brohm: Okay, so quick refresher.
• 16:21
  Dustin Brohm: The boost post button, you can only select, it's only available on an existing post, something you've already posted on your business page.
• 16:28
  Dustin Brohm: If you haven't posted it yet, there's nothing to boost.
• 16:32
  Dustin Brohm: If you have something you haven't posted yet and you don't want everyone to see it in the timeline, you just want specific people to see it.
• 16:39
  Dustin Brohm: Or maybe you're going to do four different versions of a certain ad to, to test the audience or, or you want different audiences to see different versions.
• 16:47
  Dustin Brohm: You can't just post that to your timeline and then boost of all, Nope, you gotta go to the ads manager and go through that process that way.
• 16:54
  Dustin Brohm: That is the correct way to do it.
• 16:56
  Dustin Brohm: Then your timeline isn't cluttered and you're pinpointing who you want to see it and where and how.
• 17:03
  Dustin Brohm: The last week I was up in Madison, Wisconsin with Neil math wag the host of the, uh, I want to call it the onion rise, formerly the onion juice podcast.
• 17:13
  Dustin Brohm: Now with the agent rise podcast, much better name Neil by the way.
• 17:16
  Dustin Brohm: But he did the agent rise summit and I was honored to speak at it and to attend it and to hang out with everyone who was there.
• 17:23
  Dustin Brohm: And uh, I talked a lot about Facebook ads.
• 17:26
  Dustin Brohm: A lot of people were interested in Facebook ads and how to get more traction from their content and how to get more people to see their listings and their open houses.
• 17:35
  Dustin Brohm: So Facebook advertising was a huge focus of conversation and, and quite a few people.
• 17:41
  Dustin Brohm: And again, I don't mean this insulting, like this is just what it is because Facebook ads, it takes a commitment to learn, Hey, it's not S if anyone could do a Facebook ad correctly and efficiently and effectively, then it wouldn't even be, wouldn't even be special anymore.
• 17:57
  Dustin Brohm: Like they wouldn't even work as well because everyone would fricking do it and they'd ruin it.
• 18:00
  Dustin Brohm: So it's hard.
• 18:02
  Dustin Brohm: So there were a lot of people that they're like, Hey, I boosted this one post, I spent$30 and um, I didn't get any leads.
• 18:09
  Dustin Brohm: And I said, okay, cool.
• 18:10
  Dustin Brohm: Tell me about the ad.
• 18:11
  Dustin Brohm: And they posted a link to a bunch of open houses for the weekend on their website.
• 18:17
  Dustin Brohm: Like, okay, cool.
• 18:18
  Dustin Brohm: Tell me about your website.
• 18:19
  Dustin Brohm: Their website either didn't have any ability to capture leads or uh, just terrible calls to action on the website or whatever.
• 18:27
  Dustin Brohm: Um, but when you boost a post, you're just telling Facebook, show this to more people.
• 18:32
  Dustin Brohm: So of course you're not going to get leads.
• 18:34
  Dustin Brohm: I mean, maybe magically, but a, if you want, in that situation, if you want to post about an open house list, offer an open house list in exchange for somebody's contact info to where they have to register to get access to the list, you need to do the lead generation objective.
• 18:50
  Dustin Brohm: So you're offering the list of open houses.
• 18:52
  Dustin Brohm: Once they, uh, they click on it, it populates the lead form.
• 18:57
  Dustin Brohm: You say, you know, register here to get the list or whatever, fill out this form to get the list they do.
• 19:02
  Dustin Brohm: As soon as they click submit, now you have the leads contact info, which should automat.
• 19:07
  Dustin Brohm: You should automatically have it set up to go to your CRM, to go to your ISA, to go to agent tautology to go to, um, whatever system you have set up so that you responding instantly.
• 19:18
  Dustin Brohm: But then as soon as they submit, boom, it pops up the open house list that you promised them.
• 19:22
  Dustin Brohm: That's, that's the way to do that.
• 19:24
  Dustin Brohm: If you want leads, if you just want people to see it, cool boost post.
• 19:29
  Dustin Brohm: But again, I might be B, I might be beating this dead horse multiple times, even still even more by the end of the episode because I want you to understand that distinction.
• 19:39
  Dustin Brohm: Boost post is not good.
• 19:41
  Dustin Brohm: It's, it's the lazy way of doing it.
• 19:43
  Dustin Brohm: It's for people who don't know what they're doing, people who have no idea what they're trying to do.
• 19:48
  Dustin Brohm: All right.
• 19:48
  Dustin Brohm: So if you're one of those people, cool.
• 19:51
  Dustin Brohm: I've been one of those people.
• 19:52
  Dustin Brohm: I was like, Ooh, I'm running a Facebook ad.
• 19:54
  Dustin Brohm: More people are seeing this.
• 19:55
  Dustin Brohm: And then I start learning about the ads manager and I'm like, Ooh.
• 19:58
  Dustin Brohm: So I could have been doing this much, much, much better, much more effectively this whole time.
• 20:03
  Dustin Brohm: Dammit.
• 20:04
  Dustin Brohm: But you know, I'm one of those people that learned the hard way or, or not necessarily the hard way, but I learned by doing and I learned through experience.
• 20:14
  Dustin Brohm: So sometimes you have to boost a bunch of posts to realize how ineffective it is.
• 20:19
  Dustin Brohm: Uh, you know, to what your goal is.
• 20:22
  Dustin Brohm: And then you're like, okay, how do I accomplish my goal and how do I even define my goal?
• 20:26
  Dustin Brohm: So first off, guys, no matter what you're doing in marketing now, whether it's just a post on Instagram or you're setting up an ad campaign with landing pages and all this fancy stuff and everything in between, no, what you're trying to accomplish with it, know what the goal is, and then reverse engineer from there.
• 20:45
  Dustin Brohm: Work backwards from the goal.
• 20:47
  Dustin Brohm: And that's it.
• 20:49
  Dustin Brohm: If you can do that you are, you are hand.
• 20:52
  Dustin Brohm: I almost had said hands and shoulders, you are head and shoulders above the vast majority of your competition because they're all just throwing shit at the wall to see what sticks.
• 21:02
  Dustin Brohm: I should've said spaghetti but anyways, it's a better visual.
• 21:05
  Dustin Brohm: There's throwing shit at the wall to see what sticks and then they throw their hands up in frustration and, and that's when you hear dumb on educated things.
• 21:13
  Dustin Brohm: Like Facebook ads don't work.
• 21:16
  Dustin Brohm: Every time I hear that I'm like Hmm, that's interesting cause they work for me.
• 21:19
  Dustin Brohm: They work for a lot of our massive agents, society members, they work for a lot of other friends and colleagues that I have too.
• 21:25
  Dustin Brohm: They work for multibillion dollar businesses.
• 21:27
  Dustin Brohm: They work for um, you know the hair salon down the street.
• 21:30
  Dustin Brohm: Interesting.
• 21:31
  Dustin Brohm: Why do they work for some and not for others?
• 21:35
  Dustin Brohm: Because there's so many variables.
• 21:36
  Dustin Brohm: Did you do it right?
• 21:37
  Dustin Brohm: Did you even do the Facebook ads right?
• 21:39
  Dustin Brohm: Was it?
• 21:40
  Dustin Brohm: Maybe you did it all correctly, but your ad sucked.
• 21:43
  Dustin Brohm: Or the message was wrong for the audience who were trying to get it in front of.
• 21:49
  Dustin Brohm: See what I mean?
• 21:49
  Dustin Brohm: There's so many variables.
• 21:50
  Dustin Brohm: So I, I cannot stress if I cannot stress this enough, find a mentor, find a coach, take a course, watch videos, read articles, test.
• 22:01
  Dustin Brohm: There's nothing better than taking control over your own ability to get new clients in the door.
• 22:07
  Dustin Brohm: That is, that has become such a passion of mine to teach other agents how to take full control over getting new customers in the door.
• 22:15
  Dustin Brohm: If you control it, then you are not beholden to or reliant on Zillow or realtor.com or homes.com or OpCity or whoever the hell else.
• 22:25
  Dustin Brohm: There's a million of them.
• 22:26
  Dustin Brohm: You know, you see it in all these Facebook groups.
• 22:28
  Dustin Brohm: I do lead gen.
• 22:29
  Dustin Brohm: you don't get 10 leads a day.
• 22:31
  Dustin Brohm: And like the devil's in the details guys, wouldn't you like to be able to control all of that?
• 22:39
  Dustin Brohm: So when Zillow, uh, and by the way, I just saw that at their conference, Zillow announced that they're changing everything.
• 22:46
  Dustin Brohm: So they're, they're unveiling flex markets, which instead of people buying a paying per lead or buying zip codes or whatever, they're now giving leads to certain high producing agents and, and reliable agents.
• 23:01
  Dustin Brohm: They're giving the leads to them upfront.
• 23:02
  Dustin Brohm: And when they're, when those leads get closed, Zillow gets a 35% referral fee.
• 23:08
  Dustin Brohm: So what's going to happen is Zillow is not going to just give those to everybody.
• 23:12
  Dustin Brohm: They're going to make sure that the agent can actually close the deals.
• 23:15
  Dustin Brohm: They want to make sure that the agent can actually convert the leads that are being fronted to them by Zillow.
• 23:20
  Dustin Brohm: So a lot of agents are going to be pushed out.
• 23:22
  Dustin Brohm: They're not even going to be able, well, did I say that they're not even, they won't even be able to advertise with Zillow.
• 23:30
  Dustin Brohm: So if that's your strategy right now, or if that's your brokerage's strategy or your team's strategy is Zillow or realtor.com or whatever else, that's a problem.
• 23:40
  Dustin Brohm: That's a big problem because a lot, as soon as Zillow flex comes to your market, you can't do both, right?
• 23:48
  Dustin Brohm: So they're only going to offer flex.
• 23:50
  Dustin Brohm: And if you're not one of those agents that a Zillow trusts to convert the leads, you don't have access.
• 23:57
  Dustin Brohm: So then what guys, it's so important to take full control.
• 24:02
  Dustin Brohm: It's something you're going to have to commit to.
• 24:04
  Dustin Brohm: You're going to have to commit time, you're going to have to commit money and you're going to have to commit mental energy and, and consistency if you can do those things.
• 24:13
  Dustin Brohm: And the great thing is you have full control over all of those things.
• 24:17
  Dustin Brohm: If you can do those things, you can absolutely thrive during all this crazy, tumultuous stuff in our industry, through all these big disruptors and all this technology and consumer attention shifting and changing, uh, weekly, it seems like you're going to be just fine because once you know how to do this, once you know how to put a certain message in front of a certain group of people, you can do that on any platform.
• 24:42
  Dustin Brohm: So even if Facebook ads goes away next, you know, a year and a half from now and some new platform, let's say tick tock becomes the biggest platform on the planet.
• 24:51
  Dustin Brohm: Oh my Lord, help us.
• 24:52
  Dustin Brohm: But let's say that happen.
• 24:55
  Dustin Brohm: Now you know how to craft a message.
• 24:57
  Dustin Brohm: You know how to do it right now.
• 24:59
  Dustin Brohm: The best way to do that is through Facebook ads.
• 25:01
  Dustin Brohm: If you want control over lead gen, learn it.
• 25:04
  Dustin Brohm: I learned this by doing it myself.
• 25:06
  Dustin Brohm: I did not hire a coach.
• 25:08
  Dustin Brohm: I did not take an online course.
• 25:10
  Dustin Brohm: I watched videos, I read articles and I and I did a lot of testing.
• 25:15
  Dustin Brohm: What I found is even though in the short term, at least my thinking was, I'm saving money because I'm doing it myself, I'm saving money.
• 25:23
  Dustin Brohm: I'm not having to pay a coach or take a course or whatever.
• 25:27
  Dustin Brohm: So I'm saving money.
• 25:28
  Dustin Brohm: But it just took so much freaking longer cause I was reinventing the wheel is what I was doing.
• 25:33
  Dustin Brohm: I was reinventing the wheel.
• 25:35
  Dustin Brohm: And if you guys have ever not hired a coach and not taken a course and not leveraged someone else's expertise, you know, you know exactly what I'm talking about.
• 25:44
  Dustin Brohm: Had you just spent a little bit of money, a few hundred bucks here,$1,000 there, whatever, and, and uh, taking a course or hired a coach to speed up the learning process, you would've spent a lot less over time on the learning, the learning process would have been cut dramatically and you would've started seeing results a lot sooner.
• 26:05
  Dustin Brohm: For me, it took many, many months to, to really get a handle on Facebook ads and lead generation in general.
• 26:11
  Dustin Brohm: So I spent thousands, I spent well over$10,000 in the learning process, which took months and months and months.
• 26:19
  Dustin Brohm: Do you think I could've hired an amazing hands-on coach for less than$10,000?
• 26:24
  Dustin Brohm: Yup.
• 26:24
  Dustin Brohm: Could I have taken a course for less than that?
• 26:27
  Dustin Brohm: Yep.
• 26:27
  Dustin Brohm: But I didn't cause I was thinking cheap.
• 26:30
  Dustin Brohm: I was thinking, uh, I was not thinking longterm and I was not thinking about how leveraging someone else's expertise could help me win sooner and make money sooner and get profitable sooner.
• 26:42
  Dustin Brohm: That was one of the biggest in my career, but I made it.
• 26:45
  Dustin Brohm: All I know is this, no matter where you're at, you could be rolling your eyes at what I'm saying.
• 26:49
  Dustin Brohm: And they're like, whatever.
• 26:50
  Dustin Brohm: I'm not hiring a coach.
• 26:51
  Dustin Brohm: I'm not doing a course.
• 26:52
  Dustin Brohm: And if Dustin's trying to sell his massive agents society thing, I'm, I'm done.
• 26:56
  Dustin Brohm: I'm out.
• 26:57
  Dustin Brohm: Okay, I don't care.
• 26:59
  Dustin Brohm: I just want you to, to realize someone else out there knows how to do what you're trying to do.
• 27:05
  Dustin Brohm: They already, they've done it already.
• 27:07
  Dustin Brohm: They know how to do it.
• 27:08
  Dustin Brohm: They can teach you, they can hold your hand through it.
• 27:11
  Dustin Brohm: Yes.
• 27:11
  Dustin Brohm: You need to compensate them for that expertise.
• 27:14
  Dustin Brohm: I think that's fair.
• 27:15
  Dustin Brohm: So look, and I'm not talking about me, I'm not talking about our society, our society program, but hire a coach.
• 27:22
  Dustin Brohm: Hire someone who's already done what you're trying to do that can just show you the, the roadmap.
• 27:26
  Dustin Brohm: They can lead you down the road.
• 27:28
  Dustin Brohm: And this is not just with lead gen guys, this is with learning to be a real estate agent, uh, learning any new skill, whatever it is like you could, when I was getting my drone license, uh, to fly my drone, I, uh, I took a course.
• 27:43
  Dustin Brohm: It was 100 bucks.
• 27:44
  Dustin Brohm: Sure I could have studied on my own, but it sped it up and made it much more easy for me to just take a course, watch videos and do test test quizzes and all that.
• 27:55
  Dustin Brohm: There's a reason why coaching is so big because it works.
• 27:58
  Dustin Brohm: You just have to pick the right one and, and make a commitment.
• 28:01
  Dustin Brohm: The commitment that you must make is your time and effort that[inaudible] your money.
• 28:06
  Dustin Brohm: You know, it's going to cost.
• 28:07
  Dustin Brohm: If you want to leverage someone else's expertise that is valuable, you should be compensating them for that.
• 28:13
  Dustin Brohm: That's only fair, right?
• 28:15
  Dustin Brohm: If you want them to keep helping you, they should be compensated for that.
• 28:19
  Dustin Brohm: Right?
• 28:20
  Dustin Brohm: It's, it's a model that wins for both sides.
• 28:23
  Dustin Brohm: If you ha, if you hire a coach, they will want to continue helping you over and over and over because it's, there's something in it for them.
• 28:29
  Dustin Brohm: They're getting compensated for their time and value.
• 28:32
  Dustin Brohm: If you want something for free from someone, if you're like, Oh, well, I'll only give you a$50 and I want you to teach me all your secrets.
• 28:39
  Dustin Brohm: Hmm.
• 28:39
  Dustin Brohm: That's not too appealing for anyone that really knows what the hell they're doing.
• 28:42
  Dustin Brohm: So anyways, I kind of pontiff I promised I'd pontificate, so there you go.
• 28:46
  Dustin Brohm: I'm glad I can make good on that promise.
• 28:49
  Dustin Brohm: Um, but there's just a little lesson that I've learned from experience and something that I had noticed so often in this industry.
• 28:56
  Dustin Brohm: And it's not just our industry, it's, it's human beings in general is this, uh, this, this lack of willingness to invest in yourself.
• 29:04
  Dustin Brohm: Invest in speeding up the learning process because 100 and 110%, you can learn all of this Facebook ad stuff, all the lead gen stuff, and you know how to be the best real estate agent on the planet.
• 29:19
  Dustin Brohm: You can learn all that on your own of course.
• 29:22
  Dustin Brohm: But how long is that going to take you and how much will it cost you to do it?
• 29:26
  Dustin Brohm: And how much lost revenue will you miss out on by having it takes so damn long.
• 29:33
  Dustin Brohm: So answer those questions for yourself guys.
• 29:37
  Dustin Brohm: We, I am very proud of the program we've put together called the massive agent society.
• 29:42
  Dustin Brohm: We help you speed up that learning curve, the learning process.
• 29:46
  Dustin Brohm: We give you a roadmap, we give you Facebook ads to run right now and show you how to do it so you can get quick wins and get leads coming in.
• 29:53
  Dustin Brohm: But our goal is to make you a master so you're not reliant on anyone else or any other company or team leader or broker or even us.
• 30:01
  Dustin Brohm: You become a a lead generation master.
• 30:04
  Dustin Brohm: That is our goal and I'm very proud of it.
• 30:07
  Dustin Brohm: We only allow one agent per market to join.
• 30:09
  Dustin Brohm: Some markets are sold out.
• 30:12
  Dustin Brohm: So if you want, if that interests you, if it doesn't, cool, I get it.
• 30:15
  Dustin Brohm: Hopefully you learn something today that will, uh, will help you better yourself and better your career.
• 30:20
  Dustin Brohm: Awesome.
• 30:21
  Dustin Brohm: If you do want to learn more, please go to massive agent, society.com and uh, in the top menu, click on claim market.
• 30:29
  Dustin Brohm: See if your market is, is even available and if it is still available, um, I highly recommend you claim your market.
• 30:36
  Dustin Brohm: There's only one agent at a time.
• 30:37
  Dustin Brohm: So once it's gone, it's gone.
• 30:39
  Dustin Brohm: And, uh, and then jump in if you re, but only if you're serious.
• 30:43
  Dustin Brohm: Only if you're serious about becoming a lead gen master and taking full control over your ability to generate leads.
• 30:50
  Dustin Brohm: Okay?
• 30:51
  Dustin Brohm: That's the key.
• 30:52
  Dustin Brohm: If you're willing to put in the time and spend some money to do it, I don't think there's any better value in the industry than the massive agent society.
• 31:00
  Dustin Brohm: There are other great courses and programs and coaches.
• 31:02
  Dustin Brohm: So just find something in someone that you feel good about that you'll actually do what they're telling you you need to do.
• 31:11
  Dustin Brohm: As long as you find that I'm happy.
• 31:13
  Dustin Brohm: Cool.
• 31:14
  Dustin Brohm: I want to give a shout out to my good friends, Kevin Coffman and Fred Weaver.
• 31:18
  Dustin Brohm: So I get asked all the time and one of the reasons why we, why we even launched the industry syndicate media network is we get asked all the time as podcast house work, what are some other great podcasts?
• 31:30
  Dustin Brohm: Where can I find other podcasts like yours?
• 31:33
  Dustin Brohm: And it's, it's so hard because all the different podcast platforms have, uh, like the search functions work differently.
• 31:40
  Dustin Brohm: It's really weird and kind of fricking annoying.
• 31:43
  Dustin Brohm: Uh, so w so we built the, the media network.
• 31:47
  Dustin Brohm: But um, I I've really come to respect, uh, Kevin and Fred, uh, they host a podcast for real estate agents called Kevin and Fred's next level podcast.
• 31:57
  Dustin Brohm: They go into a lot of tactical stuff like what to say in listing presentations and how to overcome this objection and how to build a real estate team and they've built a multistate multi, multi, multi, multi, multi, multi million dollar real estate team.
• 32:11
  Dustin Brohm: Really respect these guys Kevin's been on, on this show before.
• 32:14
  Dustin Brohm: But go check out Kevin and Fred's next level podcast.
• 32:17
  Dustin Brohm: They do a great job if you're looking for an additional pod, a real estate podcast to listen to, check that out and of course go check out all the amazing shows on the industry syndicate app on the app store, on Google, play the apps totally free.
• 32:31
  Dustin Brohm: Go discover the best shows in the industry.
• 32:35
  Dustin Brohm: [inaudible] and you know for yourself.
• 32:37
  Dustin Brohm: No, don't do it for me.
• 32:38
  Dustin Brohm: Do for you.
• 32:39
  Dustin Brohm: Yeah.
• 32:40
  Dustin Brohm: Thank you guys for listening.
• 32:42
  Dustin Brohm: Please.
• 32:42
  Dustin Brohm: For the love of God, take action.
• 32:44
  Dustin Brohm: And if you, if you've taken nothing else out of this show, here's my takeaways or what I want your takeaways to be.
• 32:50
  Dustin Brohm: Number one, do not use the boost post button on Facebook.
• 32:53
  Dustin Brohm: The better way is to use the Facebook ads manager, but number two, if you're trying to learn how to do Facebook ads or be a better, do better listing presentations or recruit more agents to your brokerage or whatever it is, you need to hire someone who's great at that and have them show you the roadmap to do it.
• 33:14
  Dustin Brohm: Speed up that learning process, you're going to make a lot more money, a lot faster.
• 33:18
  Dustin Brohm: You will save more money in the longterm.
• 33:21
  Dustin Brohm: If you grasp that concept, whatever that means to you and whatever that means to you and how you're trying to do things and grow in your business, just get the concept.
• 33:31
  Dustin Brohm: Hire a pro, hire someone who has done what you're trying to do, who can show you how to do it to in the quickest way possible without all the noise.
• 33:42
  Dustin Brohm: If you do that, awesome.
• 33:44
  Dustin Brohm: And if you are wanting info about our massive agent society, go to massive agents, society.com and if your market is available, first off, congratulations.
• 33:53
  Dustin Brohm: Second of all, go get it before a competitor does.
• 33:56
  Dustin Brohm: We'd love to have you.
• 33:57
  Dustin Brohm: It's a great group of likeminded lead generators from all around the country and from Canada, so, so it's an international lead generation group as well.
• 34:06
  Dustin Brohm: But thank you for listening.
• 34:07
  Dustin Brohm: Check out our massive agent minute flash briefing over on Alexa.
• 34:11
  Dustin Brohm: It's also available on Apple podcast now, one new episode every day and it's usually two or three minutes long.
• 34:17
  Dustin Brohm: Check it out.
• 34:18
  Dustin Brohm: And if you, if you've enjoyed this show, if you've been listening for a while and lurking or listening to the flash briefing or you, you listened to industry connected, hook us up with a little love and reciprocate just a little bit for the value that you've received by leaving us a review on iTunes.
• 34:36
  Dustin Brohm: That's all we ask for.
• 34:37
  Dustin Brohm: It helps us out so much.
• 34:39
  Dustin Brohm: And if you've already done that or you just don't want to leave a damn review, cool share, share what you've learned or share this show with a colleague.
• 34:48
  Dustin Brohm: Share it with a team member, share it with someone in your office.
• 34:51
  Dustin Brohm: Share it with, with a fellow real estate agent, friend in the industry, or a title partner or a lender.
• 34:56
  Dustin Brohm: But if you've been getting value, let others get value from the show as well.
• 35:00
  Dustin Brohm: We appreciate it greatly.
• 35:02
  Dustin Brohm: That's all we ask.
• 35:03
  Dustin Brohm: Enjoy your weekend.
• 35:05
  Dustin Brohm: Go close some loans.
• 35:06
  Dustin Brohm: Go sell some homes.
• 35:06
  Dustin Brohm: Take care.
• 35:07
  Dustin Brohm: We'll be back next week with another episode of the massive agent podcast.
• 35:10
  Dustin Brohm: See ya.
• 35:32
  Speaker 3: [inaudible].