Latest / Mortgage Marketing Radio / Ep# 117: How This Agent Gets 70% of Closed Transactions from Her YouTube Channel

Transcript

Ep# 117: How This Agent Gets 70% of Closed Transactions from Her YouTube Channel · Mortgage Marketing Radio

• 0:00
  In today's highly competitive mortgage industry, building profitable relationships with
• 0:04
  the real estate agents is essential for success.
• 0:06
  However, finding effective ways to secure agent relationships can be a challenge.
• 0:11
  With so many mortgage loan originators vying for the attention of real estate agents, it
• 0:15
  can be difficult to stand out and establish meaningful connections.
• 0:20
  Our new case study featuring loan officer Chris Cogill is a must-read.
• 0:25
  Chris has closed a remarkable 36 million in funded loans from agent referrals.
• 0:31
  And in this case study, he shares his proven strategies for building strong relationships
• 0:34
  with real estate agents and leveraging those relationships to drive more business.
• 0:39
  To get your hands on this resource, head over to LOKestudy.com and download your free copy
• 0:45
  of the case study today.
• 0:47
  You'll find actionable insights and practical tips that Chris used to close 36 million
• 0:52
  in funded loans from agent referrals and how you can too.
• 0:56
  Don't miss out.
• 0:57
  Go check it out right now, visit LOKestudy.com and download your free copy today.
• 1:17
  Hey listeners, what is up, Jeff DeZimper.
• 1:36
  Here we are with another fantastic episode on the mortgage marketing radio podcast.
• 1:40
  I am so glad you've tuned in to this one.
• 1:43
  I just finished this podcast recording with my special guest and I'm so excited to tell
• 1:48
  you about her in just a moment.
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  But first, right?
• 1:51
  Some housekeeping.
• 1:52
  We got to take care of business.
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  Number one, how are you guys doing, right?
• 1:57
  Where are you at right now in the year?
• 1:59
  Are you looking for more help in accelerating your results, reaching your goals, getting
• 2:04
  access to content, coaching, training and accountability.
• 2:07
  That's going to help you succeed.
• 2:08
  Look, this podcast is brought to you in part by my parent company, the Mortgage Marketing
• 2:13
  Institute, under which is a special community of like-minded professional loan officers participating
• 2:19
  in what we call the pro-level membership.
• 2:23
  It's Mortgage Marketing.pro.
• 2:24
  What does it do?
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  It provides you access to what's really working in today's market.
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  Not hype and where the pressure of where you should be.
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  But really what's actually generating business, purchase money business, and this is based
• 2:38
  on me interviewing well over 100 of the top originators in the country.
• 2:43
  One of the key areas they have consistent throughout their business, throughout their whole
• 2:46
  career is real-to-relationships, real-to-referrals.
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  Now, say we too will about real-to-relationships, referrals, whatever, some people, right?
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  Look, if you're a relational-based loan officer, clearly you recognize the pillar of real-estate
• 3:00
  agents as being a key part of sources of leads for your business.
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  Besides that, still today, eight or nine out of 10 people who buy a house in this country
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  use a real estate agent.
• 3:09
  So, if you're looking to quickly accelerate your result, scroll your pipeline, close more
• 3:13
  purchase business, then it would make sense for you to align with the right real estate
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  agents in your local market.
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  The challenge most loan officers face is how do I get in front of them?
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  How do I track?
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  How do I have something of value?
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  How do I engage?
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  And the bottom line is this of the over 100 interviews I've done, 85% or more of the
• 3:30
  top producer interviews, teach agent classes.
• 3:33
  And so, if you've been listening for a while, you know I'm a big proponent of teaching
• 3:36
  agent classes.
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  The challenge most loan officers face is coming up with the content, having a system,
• 3:41
  having content every single month, marketing tools and flyers, and what do I say?
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  That's one of the big issues we help you solve as a loan officer when you join the mortgage
• 3:51
  marketing pro membership.
• 3:52
  Not only that, but we've got like self-paced modules in there to help you be a modern
• 3:57
  mortgage originator like YouTube and Facebook and you know Instagram stuff like that, video
• 4:01
  marketing and all that jazz.
• 4:03
  So if you want to check more about that out, you can do so.
• 4:05
  I put up an eight minute video and it's over at mortgagemarketing.pro that's going
• 4:09
  to give you insights into how you can learn more about that and see if it's a good fit
• 4:14
  for you.
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  So Karen Carr is a real estate agent in Savannah, Georgia and she's got a very interesting
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  story.
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  She created some challenges for herself by relocating her business twice in her career and had
• 4:25
  to basically start all over.
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  Well, I brought Karen on because she is one of the few agents and I've been looking at
• 4:33
  searching for quite a while, but one of the few agents has really done an amazing job
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  of creating a presence on YouTube, creating her on YouTube channel, creating a brand and
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  most importantly, getting business off of YouTube.
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  And you're going to hear her unpack her story of how she began, how she got started.
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  It's a very simple beginnings, if you will, right?
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  One day she just realized that she didn't want to pay for leads anymore and she wanted
• 4:57
  to, you know, generate obviously traffic being in a new area, but what was she going to
• 5:02
  do?
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  She had to build a name and a brand for herself.
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  So she did that by creating a YouTube channel.
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  Well, here we are a year and a half later.
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  She gets an average of five leads per week from her YouTube channel and I just actually
• 5:12
  asked her less than five minutes ago what the transactions were that came out of her
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  YouTube presence and it's 19 of 27 transactions came from YouTube, right?
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  Came from her online presence, a combination between her blog and YouTube, 19 of 27 folks,
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  that's like over 50% of her business for free.
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  No ad spend, right?
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  No cost other than her time, little creativity, right?
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  Turning her phone on video and on record and you got to listen to this episode because
• 5:45
  what you can hear her, it's so amazing when she says people reach out to her after watching
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  her videos and say, hey, my name's Jim and Nancy Smith and we've been watching your videos
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  for some time.
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  We'd like to meet you.
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  We're ready to buy a house and that happens to her repeatedly over and over again.
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  She gets high intent, organic leads, calling her, you know, reaching out to her, messaging,
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  texting, whatever and just saying, you know what, I'm ready, I'm in.
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  So she doesn't compete with Zillow, she doesn't compete with other brands in the area, right?
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  She simply gets chosen, gets picked and she does so because of the personal brand and content
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  she's built.
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  Over 2,400 subscribers, over 140 videos, over 100,000 total views, I think she said over 400
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  watch hours, I mean, folks, right, if you want to crash course in how to get business off
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  of YouTube, this is the episode for you to listen to.
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  And if you're a loan officer listening to this, this is the episode to share with your
• 6:44
  real estate agents and share from the show notes, Karen's page, which you can find on YouTube
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  and there's links in the show notes.
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  But if you want to do a search on it, just go to YouTube and it is Georgia Coast Homes
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  by Karen Carr, Karen is K-A-R-I-N, Carr is C-A-R-R, Georgia Coast Homes by Karen Carr,
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  go check out her YouTube channel, subscribe, watch, learn, share and apply.
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  If YouTube is your thing.
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  So with that said, I hope you enjoy this week's episode, check out her YouTube channel and
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  let's get into this week's show.
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  Hey Karen, welcome to the show.
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  Thank you so much for having me, I'm excited to be here.
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  I am so excited to have you because this topic of YouTube and real estate agents has been
• 7:31
  on my mind, my horizon for quite a while and will unpack a little bit about what I mean
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  by that.
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  But for the listeners, it gives the quick bio who you are, what do you do, why do you love
• 7:43
  real estate?
• 7:44
  Got it.
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  So I'm a real estate agent with Keller Williams in Savannah, Georgia, been in real estate
• 7:48
  since 2005, but we've moved a lot.
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  Every time you move to a new market, you are starting over.
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  Nobody knows you, you have no market share that I've never heard of you before.
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  The last time I moved was from Atlanta to Savannah, it was a little over a year and a half
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  ago now.
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  When I got here, I decided, you know what, I have no clients, I have no money coming in,
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  and nobody has any idea who I am, how am I going to market myself, the people that work
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  in this market, typically have lived here their entire lives, they know a ton of people,
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  they have a ton of name recognition, I'm going to make YouTube videos.
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  Like, if you'll work, I'll get my name out there, it'll work for some branding.
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  Within six months, that's where I was getting the majority of my leads.
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  Now I get, like, I don't pay for leads, I don't buy leads, I don't do any other marketing
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  really, except blogging and doing YouTube videos, and I'm getting anywhere from, probably
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  an average of about five leads a week, from people that are ready to go.
• 8:42
  Either I'm ready to sell or I'm ready to buy, and we've chosen you, will you help me?
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  It's been the best thing I ever did for my business.
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  Okay, that's awesome.
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  So number one, I guess you get the bravery award, right?
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  Just step out there and like, I'm just going to do YouTube videos.
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  You had never done them before?
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  I had done them before sporadically, I mean, not with any real plan, not with any consistency
• 9:07
  or schedule.
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  But I figured, you know, how hard can it be?
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  We've all got a smartphone, I know, right, because you don't know what you don't know.
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  So you're just thinking, no, I love that attitude, right?
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  I think more people need to have that, it's like, you don't overthink, you just do it.
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  Okay, so you, let me just make sure I'm following the timeline.
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  About a year and a half ago, you started, you like really went serious on YouTube?
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  Yes.
• 9:34
  Okay, how quick then did you start getting people inquiring with you?
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  I got my first lead after three months.
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  Three months.
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  Yep, I've heard of other people that it happened a lot sooner than that.
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  And I've had other people say that it took more like nine months.
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  So three months is probably, what I would say, you know, fairly three to six months
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  would probably be pretty typical.
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  And what, I mean, you could have done a lot of different things, right?
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  You could have gone Facebook ads, all that stuff.
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  But why did you decide YouTube?
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  A, YouTube is free.
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  B, YouTube takes into account SEO and that was my big thing.
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  On Facebook, everybody that I was connected with on Facebook, either through my personal profile
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  or my business page, were people that did not live in Savannah.
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  So I can market myself all day long on Facebook.
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  But if I don't pay to promote the ad, the people that are going to see that are people
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  that do not live in my market and probably don't intend to buy or sell anytime soon in
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  my market.
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  So why would I spend all my time putting videos where I did not have the eyeballs?
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  Whereas if I do it and put it on YouTube, that goes out into the internet, people that
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  are doing Google searches, not just YouTube searches, Google searches, can find those videos.
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  And then the only people that are going to see the video are people that were searching
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  for that topic.
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  So if my video is, are you moving to Savannah?
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  Are you going to be stationed at Hunter Army Airfield?
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  Are you looking to buy your first house ever using a VA loan?
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  Are you interested in staging your home on a budget without hiring a professional
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  stager?
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  If I'm making videos on these topics and I am smart about what the title of the video
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  is going to be, somebody goes out on Google and I type in, I had to stage your home on
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  a budget, they find my video, they didn't stumble across that by accident in their timeline,
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  they were searching for it.
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  So like I'm only putting my video in front of people that were actually interested in
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  the topic.
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  So obviously you've heard, you know, the roadblocks people have about getting started
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  with video in general is, you know, the whole, I don't like how I look and all that
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  yet.
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  You had none of those trepidations.
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  Well, I mean, we all do at the very beginning, but I kind of, I quickly overcame it just
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  because I decided I was going to make a video a week.
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  So when you make a video and then you sit down and you watch it back and you're editing
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  it, you, at first, you're like, oh, God, I look so bad.
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  Like every wrinkle in my eye is showing up and why do I always do this with my forehead?
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  And then I get these like lines right here.
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  But after you watch it back over and over again, within a month, you're totally over it.
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  This is how I look.
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  This is how I look in real life.
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  This is how I look on a video.
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  What am I going to do?
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  Like never leave my house because I, oh, I have wrinkles in my forehead, that's stupid.
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  So you kind of, you desensitize yourself, if you will, by just seeing yourself on camera
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  over and over again.
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  You just get used to it, right?
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  Yeah.
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  Okay.
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  So then, how did you decide, I mean, this seems to be that, you know, you have, when you
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  began your, your, your, you know, quest into YouTube, you, you had a lot more awareness
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  in terms of like strategy, content and stuff like that.
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  So, so where, where did you get that from?
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  Well, I had started blogging when I lived in Atlanta and I was writing blog posts and
• 12:43
  then I would put in an infographic or put in photos or put in like another video if I,
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  I would go find a video on YouTube that the Chamber of Commerce had done and embedded
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  in the blog just because I knew that it would help the blog post rank better.
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  And that works.
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  It's very time consuming and it's definitely a long term strategy.
• 13:02
  I mean, it took months and months and months and months before I started getting any sort
• 13:05
  of leads from my blog, but all of the blogs where I also did a video of myself and I put
• 13:11
  the video in the blog post, people would start saying things like, I feel like I know
• 13:15
  you already.
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  So, I already kind of understood about SEO and when I got to Savannah, I just decided when
• 13:22
  they would say things like, I feel like I know you already, instead of starting with
• 13:26
  blogging, which I know might take, you know, six, nine months before I get anything from
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  it, why don't I just go straight to video and I'll basically do a blog post in video
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  form.
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  So, having a little bit of background and I'm not any sort of expert in SEO, but I understood
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  the basic concept of it and how to figure out what people are searching for on the internet
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  so that you make a video or a blog post that answers that question.
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  So, what did you start with in terms of like, you know, recording your video?
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  Were you just doing the handheld mobile phone or what?
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  Yeah, totally.
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  I used my iPhone.
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  I had a tripod that was probably, I think my husband bought it in the 80s, so it's more
• 14:06
  than 20 years old.
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  It was so old.
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  And then I had to buy a little, I take that back.
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  I started on my iPad and the only reason I used my iPad was because it records in 4K,
• 14:17
  so why not?
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  You know, the camera on those suckers is so good.
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  I had to buy a little mount, like an adapter for it off of Amazon because the iPad is big
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  versus your tiny camera on your phone.
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  It was like a $10 adapter that you screw into the tripod and put your iPad in the front.
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  And then I don't think I was using a microphone at the beginning and then I broke down.
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  I bought like a $20 lab I put clips on on your lapel just because when the camera is
• 14:45
  across the room and you're like yelling at the camera to be heard and echoey because
• 14:51
  you've got wood floors and there's no drapes in there, it sounds like you're in a gymnasium.
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  So really very, very little out of pocket investment, like a cheap mic and everything else
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  I already have.
• 15:03
  Right, right.
• 15:04
  It's very easy to get started with video as long as you can get over the whole self image
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  thing.
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  Right.
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  That's the biggest hurdle.
• 15:11
  That's the biggest hurdle.
• 15:12
  But I kind of figured that this is what I look like.
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  If you saw me on video and then you called me and said, I want to sell my house where
• 15:19
  you can give me a listing presentation.
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  When I show up in person, that's what I look like.
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  It's not like you're going to have, I don't know, like online dating where you can have
• 15:29
  a totally different picture for your profile picture, I guess, and then you show up in person.
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  They're like, what?
• 15:33
  You're 60 years old.
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  You said you were 20.
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  If you're in video, that's how you look.
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  So if somebody doesn't want to hire me because of how I look, then I don't want to work
• 15:43
  with them either.
• 15:44
  Very interesting.
• 15:45
  Yeah.
• 15:46
  I teach a number of classes for real estate agents and I basically echo the same sentiment.
• 15:50
  It seems that, I don't know, I'm often struck by the surprised look that I get on agents
• 15:56
  faces when I remind them that you've chosen to be in a business that requires your face
• 16:01
  to be out there.
• 16:02
  Right.
• 16:03
  I mean, very true.
• 16:04
  Very true.
• 16:05
  Yeah, I'm sure you hear all kinds of feedback from people, right, excuses if you will,
• 16:08
  about getting started with video.
• 16:10
  Yeah, they say, I hate the way my voice sounds.
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  Well, guess what?
• 16:13
  Your voice sounds the same to every person in the world except you.
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  That's true.
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  The only reason it sounds different to yourself is because it has to echo through your head
• 16:21
  before it comes out.
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  But everyone else will hear it the same way.
• 16:25
  After I'm sure when you start a podcasting, when you listen back to it, you're like,
• 16:28
  oh, my God, that's what I sound like.
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  After you hear yourself 5, 10, 20 times, that's what I sound like.
• 16:35
  And you get over it.
• 16:36
  And really, the only way to get over it is to just be doing it frequently enough that
• 16:40
  you be sensed the pies to it.
• 16:41
  I mean, that's really the only way to get over it.
• 16:43
  So the longer you wait to start, the longer it will be before it's no longer an obstacle
• 16:48
  for you.
• 16:49
  So your inspiration, if you will, versus desperation, right, to get started with YouTube was
• 16:53
  you're in a new area, and you wanted to quickly ramp up, gain exposure, and you, because
• 16:59
  of your experience with blogging, recognized, and obviously some of the dabbling perhaps
• 17:02
  you did with YouTube, a bit of an understanding on SEO, you just realized that, you know what?
• 17:07
  Yeah, YouTube is where it's at, and you're going to go all in on that, right?
• 17:12
  Plus with Facebook.
• 17:13
  Like I had, I've done my fair share of Facebook ads, I can get leads dirt cheap off of Facebook,
• 17:18
  what I'm not good at is converting them.
• 17:20
  So if people are, you know, they click on the ad to watch it, but then you call to follow
• 17:25
  up and they don't answer and you call them again, you call them again and you contact them
• 17:28
  10, 12, 15 times before you ever get them on the phone.
• 17:32
  And then they say, oh, I wasn't really interested in buying a house.
• 17:35
  I just thought it was pretty.
• 17:36
  So I clicked on it.
• 17:37
  I personally am not that great at being consistent enough to follow up with them.
• 17:43
  And once they say no to me, like, you know what I mean?
• 17:48
  That's not one of my great strengths, whereas, so I didn't want to spend a lot of money
• 17:53
  to generate leads knowing that I probably would only convert one or two out of a hundred.
• 17:57
  To me, that's just not a really great return on investment.
• 18:00
  And those are the stats, by the way, yeah.
• 18:02
  Yeah, I mean, somebody that's killing it with Facebook ads is probably getting a 5%
• 18:07
  conversion ratio, like I'm not good with those numbers.
• 18:11
  I don't want to spend that much money to have a 5% conversion ratio, whereas when they
• 18:17
  contact me and say, I saw your YouTube videos, I subscribe to your channels.
• 18:21
  I feel like I know you already we're ready to buy a house.
• 18:24
  Will you help us?
• 18:25
  They convert.
• 18:26
  They've already picked me there.
• 18:28
  It's like a 50% conversion ratio minimum.
• 18:31
  The only time they don't convert is if they don't move after all.
• 18:35
  Do you find the people who do contact you are more buyers versus sellers?
• 18:39
  Yeah, I'd say that I'm probably more like 60 to 70% buyers, 30% sellers, but that's
• 18:45
  also because of the content of the videos that I make.
• 18:48
  Right.
• 18:49
  So I wanted to specialize in working with military and I know that they move in and then
• 18:53
  they move out and the videos that I started making at the very beginning were more focused
• 18:57
  toward buyers.
• 18:58
  Are you moving to Savannah?
• 19:00
  This is what you need to know about the area.
• 19:02
  If I decided I only wanted to attract sellers, I would start making a lot more videos that
• 19:07
  were only about selling your house.
• 19:09
  Okay.
• 19:10
  So you'll attract the content that you're making.
• 19:12
  Yeah.
• 19:13
  So briefly then tell me about what is that buyer contact process like they watch your videos
• 19:18
  like you say they contact.
• 19:19
  How are they contacting you?
• 19:20
  Phone, email, what?
• 19:22
  A lot of time it's phone, a lot of times it's text, a lot of times it's email, sometimes
• 19:26
  they go to my website.
• 19:28
  So at the end of my video I might say something like, so now you know everything that you
• 19:32
  need to know about moving to Savannah, would you like my free buyer's guide?
• 19:35
  Click here, go to my website, they click, they go to my website, they have to put in their
• 19:40
  name and their email address, sometimes their phone number to download my free thing.
• 19:44
  And then when I called them to follow up, hey, I saw that you just downloaded my free
• 19:48
  buyer's guide.
• 19:49
  They're like, oh, that's awesome.
• 19:50
  I can't believe I'm talking to you.
• 19:52
  I've been watching you on TV forever.
• 19:53
  Like a celebrity.
• 19:54
  I know.
• 19:55
  And it's like, I'm not on TV.
• 19:56
  I have a couple of reasons at all, but they feel like we're already great friends.
• 20:03
  That's very cool.
• 20:04
  All right.
• 20:05
  So just to clarify, for the marketing geeks in my crowd, you said something interesting,
• 20:08
  you actually call them, right?
• 20:10
  That's probably a leg up.
• 20:11
  I know.
• 20:12
  Crazy, right?
• 20:13
  You also put them on some type of a, you know, nurture automation campaign.
• 20:17
  Yeah.
• 20:18
  After I've spoken with them, I will decide, are they ready to do something now?
• 20:23
  Are they ready?
• 20:24
  Like a lot of people will say I'm thinking about moving six months from now, 12 months
• 20:28
  from now.
• 20:29
  I'll put them on a campaign where I'm keeping in touch with them.
• 20:33
  But a lot of people are ready to do something immediately.
• 20:35
  And so I don't really need to put them on a drip campaign because they've already told
• 20:39
  me, I'm going to be here next weekend on my house hunting trip.
• 20:42
  Will you take us out and show us houses?
• 20:44
  I'm, you know, my report date for my new job, like Gulfstream is a big employer here.
• 20:49
  I'm going to start my new job at Gulfstream on April 1st.
• 20:52
  So I don't really need to do a heck of a lot of nurturing once they've already contacted
• 20:57
  me because they're ready to go by that point.
• 20:59
  Well, and that goes back to what you, you know, we were talking about Facebook briefly.
• 21:03
  And, and as you well know, right, it's all about intent based, and in Facebook isn't
• 21:08
  really intent based.
• 21:09
  People aren't actively searching for homes, but they are on YouTube.
• 21:12
  Yes.
• 21:13
  So you'll get fewer leads, yeah, you'll get fewer leads by going through YouTube, but they
• 21:18
  have much higher intent.
• 21:20
  Like these are people that are interested in buying or selling in your market.
• 21:24
  That's why they did a search for that topic.
• 21:26
  That's why your video showed up in their search results.
• 21:29
  All you have to do is be your cell phone camera.
• 21:32
  And if they like you, they will watch your first video and then they'll watch the next
• 21:36
  one and then they'll watch the next one and they start to get to know you and they trust
• 21:39
  you.
• 21:40
  By the time they reach out to you, they've already chosen you.
• 21:43
  So the conversion process is super, super easy.
• 21:47
  Like you said, the intent was there at the very beginning.
• 21:49
  It wasn't, oh, I was just on Facebook and, you know, that video looked funny.
• 21:54
  So I watched it, but I'm not moving any time soon.
• 21:57
  Right.
• 21:58
  And you said earlier, sorry, I forgot.
• 22:00
  On average per week, you're generating how many leads?
• 22:03
  Probably around five.
• 22:04
  Five organic leads a week for free to you.
• 22:07
  Yeah.
• 22:08
  You're not doing YouTube ads yet?
• 22:09
  I started running one last week, but I stopped to think about it.
• 22:12
  I was like, I'm committing against myself.
• 22:15
  So when you do an organic search and you type in, the video I was promoting was the moving
• 22:21
  to Savannah video, it already shows up in the top spot organically.
• 22:25
  So why would I pay an ad or today to run an ad where now it's going to be at the very,
• 22:29
  very top spot, but the next one down is already me for free.
• 22:33
  So I ran it for several days and then I turned it off because I was like, I don't see
• 22:37
  the benefit of this because I'm already getting, I'm already getting the top spot organically.
• 22:43
  So I think I'm going to try it again with a different video, maybe a video that's showing
• 22:46
  up on the first page of search results, but not right at the very top.
• 22:50
  And then be more strategic about who I'm showing it to.
• 22:53
  But so far, all of my results have been from organic search results.
• 22:56
  Yeah, that is a good place to be.
• 22:58
  Yeah.
• 22:59
  Organic top number two number one ranking.
• 23:02
  That's awesome.
• 23:03
  I know.
• 23:04
  And some of those videos show up on the first page of Google results as well.
• 23:06
  So if it's performing very well on YouTube and it's showing up at the top like that and
• 23:10
  it's getting a lot of positive engagement on YouTube, if somebody does a Google search,
• 23:15
  that video shows up on page one also organically.
• 23:18
  And that's just freaking amazing to me.
• 23:20
  Yeah.
• 23:21
  So let's talk a little bit about that.
• 23:23
  You are then using very specific keywords for that.
• 23:27
  Yes.
• 23:28
  So the one that I like to use is called keywords everywhere.
• 23:31
  It is a free keyword search tool.
• 23:33
  It is a plugin for either Chrome or Firefox and what it allows you to do is you go to
• 23:39
  Google and you type in moving to Des Moines, Iowa or cost of living in Des Moines, Iowa or
• 23:48
  buying a house in Des Moines, Iowa, neighborhoods, like whatever it is, you know, you have an
• 23:53
  idea of what your video topic is going to be and you type that into the Google search
• 23:56
  bar.
• 23:57
  Below what you're actually typing into the search bar, it will tell you how many monthly
• 24:02
  searches are being done for that exact phrase and how competitive it is to rank for.
• 24:07
  So you're looking for something that gets a fair amount of search volume.
• 24:10
  You don't want to make a video if it only gets 10 searches a month because that's not
• 24:13
  a very good volume, but let's say it gets 100 searches a month, now we look at the competition
• 24:19
  ranking.
• 24:20
  It's on a scale of .01 to .99, the lower the better.
• 24:24
  If it has, you know, .09 as the competitiveness, that's a really great keyword.
• 24:30
  If it has a .78, that's not a good keyword.
• 24:32
  That's pretty high.
• 24:33
  I'm looking for something with a fairly decent amount of search volume and a very low
• 24:38
  competition score.
• 24:40
  Now I'm going to make a video on that exact topic because I know that people are looking
• 24:44
  for it and I know I'll be able to rank for it.
• 24:48
  And how many keywords have you researched or long tail keywords, right?
• 24:52
  How many keywords are you using to try and come up and search?
• 24:55
  Is it just the straight up, hey, buying a house in Savannah or military or whatever?
• 24:59
  Well, I'm trying to use one keyword per video, but I do this for every video that I make.
• 25:04
  Like even my listing tours, my listing tour video will not be one, two, three main streets
• 25:11
  Savannah, Georgia.
• 25:12
  It might be home with a pool in Richmond Hill or something like that, like even the listing
• 25:19
  tour, I'm trying to think of how can I get it to show up in the search results because
• 25:22
  if they are not searching for the street address, they're not going to find it.
• 25:27
  But with that same tool, right, to your point about keyword searching, you can see those
• 25:31
  what they call long tail, right, where it's people put in long descriptions like, you
• 25:35
  know, homes with a pool in Richmond under 300K or whatever.
• 25:39
  Yes, exactly.
• 25:40
  Yes, the whole point is to get it to show up in the search results because if it doesn't
• 25:44
  show up, they can't click on it.
• 25:46
  If they don't click on it, they're not going to watch it.
• 25:48
  So what's the point of making a video that nobody ever sees?
• 25:51
  I go to channel after channel after channel where I can see all these videos that the
• 25:55
  people have made that get seven views, 12 views.
• 25:59
  If they have a really great video, it might get 50 views.
• 26:02
  Like why spend the time to do that?
• 26:05
  Like if you're going to make a video, we want people to see it.
• 26:08
  My best performing videos have 7,000, 8,000, 10,000 views and more.
• 26:15
  It's very typical for me to post a video now and it has 100 views within the first 48
• 26:20
  hours.
• 26:21
  It's fantastic as being a very small channel with a very high for local business to get
• 26:26
  that many organic eyeballs on a video is really exciting to me.
• 26:32
  And you're getting that exposure showing up in search because of, I'm looking at the
• 26:38
  description you have for the home for sale in Richmond Hill.
• 26:41
  Uh-huh.
• 26:42
  And so you've got very detailed descriptions, so that's helping, right?
• 26:46
  Yeah.
• 26:47
  Right.
• 26:48
  If you're going to put a video on YouTube, you don't just leave that description block box
• 26:52
  blank.
• 26:53
  It's going to default to something like the date that you uploaded it and that's all
• 26:57
  it will say.
• 26:58
  You want to fill that out.
• 26:59
  Like put some information in there, link it back to your website, link it to a landing
• 27:03
  page where you can capture their information.
• 27:06
  If it's just a generic video about like a neighborhood tour, you're talking about a specific
• 27:11
  neighborhood in your area, you could link it to a page on your website where they have
• 27:15
  all the houses for sale in that neighborhood, you could link it to a free Facebook group
• 27:20
  that you've created for residents of that neighborhood.
• 27:23
  Like be strategic with what you're putting up on YouTube so that you can try to engage
• 27:27
  them and capture for their information.
• 27:30
  All right.
• 27:31
  So let's talk about that.
• 27:33
  So Rice Hope, newer neighborhood of single family homes, you did a neighborhood tour
• 27:36
  there.
• 27:37
  Yeah.
• 27:38
  Let me see here.
• 27:39
  Rice Hope is just the name of the neighborhood.
• 27:41
  There's a ton of new construction going on in there.
• 27:43
  I've closed a lot of listings in that neighborhood recently, so I started doing a tour of the
• 27:49
  neighborhood.
• 27:50
  Are you looking at the one about new construction?
• 27:52
  No, this is the Rice Hope neighborhood tour December.
• 27:54
  Okay.
• 27:55
  Yep.
• 27:56
  So that one was just a tour of the neighborhood.
• 27:58
  Here's what it looks like.
• 27:59
  Here's what the pool looks like.
• 28:01
  Here's where it's located in relation to downtown Savannah.
• 28:04
  This is what the HOA fees cover.
• 28:08
  It's basically just, it's like a video blog post that the builder would do.
• 28:12
  Like, you know, when a builder has a page on their website, if these are the 10 different
• 28:17
  models that we have, and this is what's included in the neighborhood, and this is where
• 28:21
  it's located, you're just doing a video version of that.
• 28:25
  And people in my travel watching video, then just to read a big one blog post.
• 28:28
  Oh, okay.
• 28:29
  Now, I'm watching that video and I'm, you know, it's nothing fancy.
• 28:33
  I recorded it with my phone and a selfie stick.
• 28:36
  I went to the neighborhood, my husband drove, I was in the passenger seat, I stuck my phone
• 28:42
  on the selfie stick out the window and we drove like 10 miles an hour through the neighborhood.
• 28:47
  It's nothing fancy.
• 28:48
  No, I like it.
• 28:49
  I mean, actually, I'm looking at it and it looks like, I mean, you do some nice editing.
• 28:53
  Thank you.
• 28:54
  Thank you.
• 28:55
  I've definitely gotten better at editing over time.
• 28:57
  What are you using for editing?
• 28:59
  Now I'm using Final Cut Pro for the first couple of years I used eye movie.
• 29:04
  At one point, I got really, really busy and I decided to outsource my editing and I started
• 29:08
  sending it to people on Fiverr.
• 29:09
  You know what?
• 29:10
  For 10 or 15 bucks, they'll do a perfectly fine job editing.
• 29:13
  Yep.
• 29:14
  Yep.
• 29:15
  I do the same thing with the podcasts.
• 29:16
  Yep.
• 29:17
  I go to Upwork, but same difference.
• 29:18
  Yep.
• 29:19
  Very cool.
• 29:20
  No, that's very nice.
• 29:21
  And I'm starting to like, you know, I'm always looking for great examples of real estate
• 29:26
  agents doing video and I haven't watched this one before and that's a great one because,
• 29:30
  you know, sometimes agents can't put it together in their head.
• 29:33
  They're like, well, I don't know how this is going to look.
• 29:34
  What am I going to do?
• 29:35
  Right.
• 29:36
  Like you said, am I just going to drive around with my selfie stick?
• 29:39
  Yeah.
• 29:40
  Pretty much.
• 29:41
  I mean, I like to record an intro.
• 29:43
  So hey, everyone, come with me as we take a tour of Rice Hope and I'll be talking to the
• 29:46
  camera so I get a little FaceTime with the camera.
• 29:49
  Then I go over there and I just take video in the neighborhood.
• 29:52
  I like to go to, like I go to maps.google.com and I pull up the neighborhood and I just
• 29:58
  take a screenshot showing where the neighborhood is in relation to major landmarks.
• 30:03
  Where is it in relation to downtown Savannah?
• 30:05
  Where is it in relation to Hilton Head?
• 30:07
  Where is it in relation to the airport?
• 30:09
  And I just take a screenshot and I do that as B-roll on the video of like, this is where
• 30:13
  Rice Hope is located.
• 30:15
  It's nothing but anyone cannot do.
• 30:18
  You do not have to be super tech savvy.
• 30:19
  You do not have to have great videography skills.
• 30:22
  You just don't, we make it so much more complicated.
• 30:25
  Like when you see a really good listing tour that blows your mind, they didn't do that
• 30:30
  themselves.
• 30:31
  They paid it professionally.
• 30:32
  Probably spend a thousand dollars or more to have that none.
• 30:34
  I'm not doing that.
• 30:35
  I'm doing this myself with my cheap gear and it works just fine.
• 30:40
  Trust me when I tell you that I got a lead this morning where they said, found you on YouTube.
• 30:45
  I love your videos.
• 30:47
  I'm pre-approved.
• 30:48
  I want to buy a house.
• 30:49
  I'm coming in on Friday.
• 30:51
  Will you help me buy a house?
• 30:52
  Let's go together on Saturday and see houses.
• 30:55
  This works like gangbusters.
• 30:56
  You just have to make yourself do it.
• 30:59
  Do you have any sense of when you do get those leads contacting you?
• 31:02
  How long, what time frame they've typically consumed some of your videos before they
• 31:06
  do reach out?
• 31:08
  It's probably a long while.
• 31:11
  I've never asked people how long did you stalk me on social media before you picked up
• 31:15
  the phone and called me.
• 31:16
  But when they say, like, I had one lady that was quoting stuff I said in my videos back
• 31:21
  to me.
• 31:22
  So I said, holy cow, when you say you've watched my videos, you're not kidding.
• 31:25
  And she said, oh yeah, like in this one video, you said this.
• 31:28
  And in this video, you said this.
• 31:30
  So I'm guessing it's probably anywhere from a week to a month or more before they reach
• 31:36
  out and contact me.
• 31:38
  But that's okay because I know that I'm getting a lot of face time with them if they keep
• 31:43
  watching the videos.
• 31:44
  If they subscribe to the channel, I post one video a week.
• 31:47
  That's it.
• 31:48
  One video a week.
• 31:49
  If they're getting that notification, hey, there's a new video on the channel and they
• 31:52
  watch it.
• 31:54
  Like every time they watch that video, that's the equivalent of a face-to-face meeting,
• 31:58
  right?
• 32:00
  You're getting to interact with me again.
• 32:02
  Yeah, but a three month average cycle time, that's actually very good.
• 32:07
  And particularly when you compare that to Facebook, which we mentioned is a much more
• 32:10
  longer play.
• 32:11
  Yeah, agreed.
• 32:12
  And I bet the vast majority of those people are not watching it for three months before
• 32:16
  they reach out.
• 32:17
  Yeah.
• 32:18
  I think it's probably a lot shorter than that.
• 32:20
  Well.
• 32:21
  Because they had the end, they're ready to look at real estate, they're ready to sell
• 32:25
  their house.
• 32:26
  I don't think that they watch your videos for three months plus before they ever pick
• 32:31
  up the phone and call.
• 32:32
  I think it's probably a lot less than that.
• 32:35
  So yeah, I mean, they're starting their search, like you say, if they're relocating, they're
• 32:38
  going on Google, they're starting their search there.
• 32:41
  So hopefully you're coming up in some of those.
• 32:43
  The key point is this is, like you said, is it's what they call come list means, right?
• 32:48
  On the cell side.
• 32:49
  This is like, hey, come represent me.
• 32:52
  There's no selling.
• 32:53
  You don't get, you know what I mean, they're just like, okay, I've chosen you.
• 32:56
  How fun is that?
• 32:58
  That was the very first lead I got off of my channel and I didn't realize that it was a
• 33:02
  come list me.
• 33:03
  So I went over to their house.
• 33:04
  I did my big listing presentation and I'm thinking, okay, I haven't lived here all that
• 33:08
  long.
• 33:09
  They're going to ask me how many houses have you sold in this neighborhood before?
• 33:13
  My answer's going to be zero.
• 33:14
  So what are all of my answers to these objections that are going to come up with?
• 33:19
  And at the end of the presentation, I said, so who else are you interviewing?
• 33:23
  And they said, no one.
• 33:24
  We picked you.
• 33:25
  And that was such a huge eye opener to me, like, right, I've been in real estate since 2005.
• 33:31
  I don't think I've ever gotten a come list me phone call before from a random internet
• 33:35
  lead.
• 33:36
  It was crazy.
• 33:37
  And has this allowed you to have more fun in your business?
• 33:40
  Oh, heck yeah, heck yeah, because I don't like to call call.
• 33:44
  I would rather stab my eyeballs out of the fork than call Fisbeau's and expires for
• 33:47
  two hours a day.
• 33:48
  I'm just going to be blatantly honest about that.
• 33:50
  I hate it.
• 33:51
  And I think that life is too short to do something that you hate for two hours a day.
• 33:55
  And I think that that's why real estate agents get burned out and they leave the business.
• 33:59
  Because prospecting is not fun.
• 34:01
  And so after the first year, that's why the washout rate is so high because the prospecting
• 34:07
  was just too hard.
• 34:08
  It was too big of an obstacle.
• 34:09
  They were not making as much money to compensate for the fact that they had to do the prospecting.
• 34:15
  And so they just say, forget it, I'm going to go back to corporate America.
• 34:18
  This for me is enjoyable.
• 34:20
  I can make a video like I don't even have to make notes anymore.
• 34:23
  I figure out what I'm going to talk about.
• 34:25
  I might make a bulleted list of don't forget to mention these five things.
• 34:30
  And that's pretty much the gist of it.
• 34:31
  I just turn the camera on and start talking because I've done it so many times now that
• 34:35
  it's second nature to me and it's piece cake.
• 34:38
  So it's fun.
• 34:39
  It's easy to stick to because I enjoy it.
• 34:41
  I get results from it.
• 34:43
  So it's easy to stick to and it costs me no money, which is pretty awesome.
• 34:48
  So it's extremely profitable.
• 34:50
  Like I don't say, well, OK, I had to spend $1,000 a month on my Zillow leads.
• 34:54
  And then I closed this many, but over the course of the year, it was a $12,000 expense.
• 34:59
  My expense was my $20 microphone and the time that I spent to make it.
• 35:04
  Right.
• 35:05
  It's interesting you mentioned Zillow.
• 35:06
  And I've been doing a lot of talking with people and researching and stuff, you know,
• 35:11
  with the whole discussion around Zillow and the disruptors.
• 35:14
  And it all gets back to, like I think I heard Gary Vee say, this is all you're going
• 35:18
  to have left is your personal brand.
• 35:20
  Right.
• 35:21
  And clearly you are a living, breathing example of how personal brand can be somebody like
• 35:26
  Zillow, right?
• 35:27
  Because you're hyper local and that's what they can't do.
• 35:30
  Yep.
• 35:31
  And the thing that I really like about this too is that when they call me, they are calling
• 35:35
  to speak with me.
• 35:36
  When they're on Zillow and they say, I'm interested in 24 Magnolia Lane.
• 35:40
  They were calling about the house.
• 35:41
  When you follow up with them, they don't know you from Adam.
• 35:44
  They have no loyalty to you.
• 35:46
  It could have been you.
• 35:47
  It could have been me.
• 35:48
  It could have been Susie down the street.
• 35:49
  It doesn't really matter who calls them.
• 35:51
  They just wanted the information about the house.
• 35:54
  That is going to be a harder lead to convert.
• 35:56
  Even if you were very nice on the phone, they didn't know you before you called them.
• 36:01
  Whereas when I call them, I get, oh, I can't believe I'm talking to you.
• 36:05
  Which is awesome because not only is that like a huge ego boost and it makes you feel
• 36:09
  good, but the whole conversation is so much easier because I'm not selling.
• 36:13
  Like you've already picked me.
• 36:15
  So now I'm just talking to you and we're chatting and I'm making jokes and I'm like,
• 36:20
  so you want to come into the office tomorrow and let's figure out exactly what we need
• 36:23
  to do to get this house sold or let's, you know, why don't I come over on Saturday
• 36:27
  morning and I'm going to tell you how we're going to get this house sold.
• 36:30
  And they say, okay, it's going to be great.
• 36:32
  It accelerates everything.
• 36:34
  And the last few minutes I have, I want to make sure I get a couple of things in one
• 36:37
  is, do you have a content strategy planned?
• 36:41
  Do you map out something on the calendar with topics?
• 36:44
  I would love to say yes, the fact of the matter is, no, I do not.
• 36:47
  I am lucky if I plan it three weeks in advance.
• 36:50
  So I just have a running list.
• 36:52
  Anytime I have an idea of, oh, this and make a good video topic, I just write it down.
• 36:56
  Then when I'm sitting at my computer and I've got 15 or 20 minutes, I do the keyword
• 37:00
  research.
• 37:01
  So now I know the topic I'm going to talk about.
• 37:03
  And then I figure out what the actual keyword will be that I'm trying to rank for.
• 37:07
  And then I try to record once a month now.
• 37:11
  So rather than recording a video a week, I record one day a month and I just do four
• 37:15
  back to back.
• 37:16
  And so I sit down and I look at what my topics are and I pick the four that I want to do
• 37:20
  for that month.
• 37:21
  I have tried making out a big content calendar, but I am just not that organized.
• 37:27
  So I figure if I've got at least four topics that I can quickly do enough research that
• 37:33
  I know what I'm going to be talking about, I'm like, I don't pick topics that I don't
• 37:37
  know anything about.
• 37:38
  I'm going to pick something that I would have to do three weeks of research on to talk
• 37:42
  about.
• 37:43
  I do a lot of neighborhood tours.
• 37:45
  I do a lot of videos talking to first-time buyers.
• 37:47
  I do a lot of videos about if you're thinking of selling, this is how you get your house
• 37:52
  ready for the market.
• 37:53
  Like, they're not anything that other people have not done a million times before.
• 37:57
  I'm just not saying it every single time to somebody new.
• 38:00
  I'm recording it once so that that was it.
• 38:03
  I don't have to keep doing the same thing over and over again.
• 38:06
  Well, it's what agents should know and talk about anyways.
• 38:10
  Right.
• 38:11
  Only difference is you're putting a camera up and hitting record.
• 38:13
  Yeah.
• 38:14
  You know, I love that.
• 38:16
  You're batching.
• 38:17
  So one time I'm with you doing four bit of.
• 38:19
  Have you toyed with the idea of doing more than one a week?
• 38:23
  I have thought about it, but here's the thing.
• 38:25
  I don't want you to reward you for being consistent.
• 38:29
  And I did not ever want to get to the point where I was so busy that I couldn't meet the
• 38:32
  deadline.
• 38:33
  I was missing it.
• 38:34
  And then my consistency was not good and I started being penalized by YouTube.
• 38:40
  So I thought one a week is enough.
• 38:41
  Like I can I can see traction with my channel, which I have a year and a half ago.
• 38:46
  So it was June of 2017 when I started doing this regularly.
• 38:50
  I had 18 subscribers.
• 38:52
  I now have like 2500.
• 38:54
  So in a year and a half, roughly, I went from 18 to 2500 with doing one a week.
• 39:00
  If I get a new listing and I make a video for the listing tour, I put that on there as
• 39:05
  well.
• 39:06
  So sometimes it's too a week, but my posting schedule is like every Monday at 9 a.m., that's
• 39:12
  what I do.
• 39:13
  And then if I post something else, it's in addition to you upload yourself.
• 39:18
  Yeah.
• 39:19
  There you go.
• 39:20
  Look at you just a practitioner doing it, but you know what?
• 39:23
  You don't have to.
• 39:24
  So when I started doing all this stuff, I had lots of time, but not a lot of money.
• 39:29
  So I figured I'm just going to do it myself.
• 39:31
  When I got really busy, I started outsourcing the editing to fiber.
• 39:35
  They would do the editing.
• 39:36
  They would send the video back to me.
• 39:39
  But then I upload it because that doesn't take any time.
• 39:41
  Uploading it to YouTube doesn't take any time.
• 39:44
  That what I'm going to write in the description box takes me all of 15 minutes to write a
• 39:48
  little blurb and then choose some tags.
• 39:51
  And then I have kind of like a boilerplate about me thing that I just copy and paste under
• 39:55
  every single video.
• 39:56
  So that part, I'm not doing that new every time.
• 40:00
  I'm literally copy, paste, done.
• 40:03
  Yeah.
• 40:04
  Yeah.
• 40:05
  You're following a good format.
• 40:06
  And I also, I can see over time, you've kind of stepped up your, what do they call those,
• 40:10
  the thumb things again?
• 40:11
  The custom thumbnails.
• 40:12
  Yeah.
• 40:13
  Yeah.
• 40:14
  Yeah.
• 40:15
  Thank you.
• 40:16
  What are you using for those?
• 40:17
  Canva or there's a, I discovered a really cool app for your phone called Fonto.
• 40:23
  It's like P-H-O-N-T-O where you've got your design and then Fonto puts the text on top
• 40:30
  of the thumbnail and makes it, you know, all pretty and easy to read and stuff like that.
• 40:35
  And I, is that ever call it was free or else it was like a dollar or something?
• 40:39
  It was really cheap.
• 40:40
  Well, we're going to put links to that in the show notes for sure.
• 40:42
  Okay.
• 40:43
  Any other thing we've talked about?
• 40:44
  That's cool too, because I need to step up my YouTube channel also in terms of the
• 40:48
  thumbnail things.
• 40:50
  The thumbnail is super important because if they don't click on it, they're not ever
• 40:54
  going to see your video and they click on it because they thought the thumbnail was engaging.
• 40:58
  You know, YouTube takes three stills from your video and usually they look like, you
• 41:04
  know, they're not flattering.
• 41:05
  So you don't want to use one of the ones that YouTube chose for you.
• 41:08
  Just make your own.
• 41:09
  It doesn't take any time at all.
• 41:11
  Yeah.
• 41:12
  So what you're doing is you're taking an image of a selfie, if you will, of yourself,
• 41:16
  right?
• 41:17
  And a lot of the stuff is pointing to the text on the thumbnail because the whole point
• 41:19
  is like, we've got to draw the eye in.
• 41:21
  That sells the video basically.
• 41:23
  Yep.
• 41:24
  Just one day when I was having a good hair day, I set up the camera and the lights and
• 41:28
  I just set my camera with the timer, like the three-second timer.
• 41:32
  And I would just stand there and kind of go, you know, and just make a whole bunch of stupid
• 41:38
  little things.
• 41:39
  Right.
• 41:40
  And then you just remove the background around your image.
• 41:42
  So it's just your picture, your cut out.
• 41:46
  And then you change the color behind you and you can put some emojis or whatever.
• 41:52
  Like whatever you think will be eye catching that somebody would say, oh, that looks interesting
• 41:56
  and they're going to click on it.
• 41:57
  And if it doesn't work, like you can go in and look in your analytics and YouTube.
• 42:01
  If you see that your click-through rate is 2%, you want it to be more like 10%, then just
• 42:06
  mess with your thumbnails until they start performing better and then make a note.
• 42:10
  Oh, this one got a 10% click-through rate.
• 42:12
  I need to make more thumbnails like this.
• 42:14
  Have you tested out YouTube live yet?
• 42:17
  Only a couple of times.
• 42:18
  I have a friend that is doing it and you should definitely link to her channel.
• 42:22
  She is your real estate whisperer.
• 42:25
  Her name is Christina Smallhorn.
• 42:26
  She's around Baton Rouge, Louisiana.
• 42:28
  She does lives at least once a week and she gets a huge amount of watch time from doing
• 42:34
  these lives.
• 42:35
  And they're not even anything real estate related.
• 42:37
  Most of the time, it'll be like Star Wars trivia real estate addition.
• 42:43
  And they'll say, you know, what was the name of Luke Skywalker's dog when he was little
• 42:47
  or what house did he grow up in?
• 42:49
  So it somehow ties to real estate, but it's really just like a game show almost.
• 42:55
  And she gets tons of watch time by doing that.
• 42:58
  But is she getting clients?
• 42:59
  Yeah, she gets a lot of clients from her channel.
• 43:03
  That's good.
• 43:04
  And so that's kind of a different approach.
• 43:06
  It's probably close to her personality.
• 43:08
  It's fun.
• 43:09
  I mean, you're fun too, but right?
• 43:10
  So that's kind of her thing.
• 43:11
  Yeah.
• 43:12
  It's very funny.
• 43:13
  She loves to dress up in characters and she can't wait to see it.
• 43:17
  She is.
• 43:18
  They're hilarious.
• 43:19
  They're very funny videos.
• 43:20
  And she gets a ton of listings from her videos.
• 43:23
  Awesome.
• 43:24
  Thanks for sharing that.
• 43:25
  We'll put that in the show notes too.
• 43:26
  Yeah.
• 43:27
  Do you do any Facebook lives then?
• 43:28
  Very infrequently.
• 43:29
  That's just not my wheelhouse.
• 43:31
  No, that's cool.
• 43:32
  I'm just going to kind of, I guess, close out with a couple of rapid fire questions.
• 43:36
  Okay.
• 43:37
  I think the message to that is you're all in on YouTube, right?
• 43:40
  Yeah.
• 43:41
  I love other interviews you've done.
• 43:43
  And I also remember you saying you're not really on Instagram.
• 43:46
  Is that true?
• 43:47
  Yeah.
• 43:48
  Yeah.
• 43:49
  You don't need to feel guilty.
• 43:51
  I kind of do.
• 43:52
  People make you feel guilty if you're not everywhere.
• 43:55
  And you know what?
• 43:57
  I now have a team.
• 43:58
  I have a team of people because I have so many leads coming in that I can't serve
• 44:02
  us them all myself.
• 44:03
  Yeah.
• 44:04
  And I had to build a team.
• 44:05
  It's been a year and a half.
• 44:06
  And that's been through going all in on YouTube.
• 44:09
  I really feel like you could need to pick one platform and dominate it no matter what that
• 44:13
  platform is going to be.
• 44:14
  You can have a presence on the other ones, but you don't have to say, okay, I've got to spend
• 44:18
  half an hour a day doing Instagram and half an hour a day on Snapchat and half an hour
• 44:21
  a day on the Facebook and half an hour a day on this.
• 44:24
  Like, I think you spread yourself to thin when you do that.
• 44:26
  And that's how you get burned out.
• 44:28
  Well, I think also to understanding who your market is, your market, you know,
• 44:32
  like you said earlier, tends to be military reload, right?
• 44:35
  Yep.
• 44:36
  And so it's the demographic, right?
• 44:38
  What's the age demographic of your market?
• 44:41
  The people that I am attracting.
• 44:43
  Well, actually, I have a lot of retirees too.
• 44:45
  So I don't know if I really have a demographic.
• 44:47
  The military people tend to be in their 20s and 30s.
• 44:50
  And then I get a lot of retirees that are just tired of shoveling snow in Ohio.
• 44:54
  And they're going to move to Spana and buy a beach house.
• 44:56
  So.
• 44:57
  So here's the key, though.
• 44:58
  And this is really for those listening, whether it's your loan officer or real estate agent.
• 45:01
  And this is where I know, man, we all feel pressure.
• 45:04
  It's like, oh, we got to be like on social and everywhere.
• 45:07
  But here's the thing back to the whole, the word intent, right?
• 45:11
  People aren't searching for homes relocating homes on Instagram.
• 45:15
  Yeah.
• 45:16
  They're just, they're not.
• 45:17
  Okay.
• 45:18
  Maybe they're going to pictures and all that kind of stuff.
• 45:20
  But the odds of them, like typing in hashtagging, like reload a savanna on.
• 45:24
  And it's just not happening.
• 45:26
  So you're being smart in using your time wisely on social still.
• 45:30
  You know, using that time, that's actually going to generate results instead of burning a bunch of time as far as I'm concerned in your situation.
• 45:37
  I agree.
• 45:38
  I mean, when I've been on Facebook now since 2007, I think I've probably gotten an organic lead from Facebook.
• 45:48
  A handful of times in all of that time.
• 45:50
  So I just don't want to put a ton of time into Facebook when I know that that's not where people are looking for real estate information.
• 45:57
  I know that they're googling it.
• 45:58
  So I'm going to put my information there.
• 46:00
  Yeah.
• 46:01
  No, makes total sense.
• 46:02
  I wrote down a question regarding Facebook live.
• 46:05
  I don't know if we'll see where this goes, but I had heard.
• 46:09
  You say something about not uploading your Facebook live videos to YouTube.
• 46:15
  Only because everybody holds their camera this way and it needs to be this way on YouTube.
• 46:20
  And because when you start a Facebook live, you've seen a million of these.
• 46:24
  Hey, everyone.
• 46:25
  Hey, I'm a little bit early.
• 46:26
  I'm going to kill some time while I'm waiting for people to pop on.
• 46:29
  Hey, Sally.
• 46:30
  And five minutes into it, they just started to talk about their topic.
• 46:34
  That's not going to fly on YouTube.
• 46:35
  When the YouTube video starts, if you have a Facebook live that you've downloaded from Facebook,
• 46:40
  you've got to cut all of that stuff out and then upload it to YouTube.
• 46:44
  Hey, everyone, today we're talking about the best neighborhoods in Savannah that have a golf course or whatever it is that you're talking about.
• 46:51
  Like your topic has to start right away because on YouTube, they're not going to sit around for two minutes watching you stall while people attend your Facebook live.
• 47:00
  So you had to get to the point.
• 47:02
  It's got to be rapid fire information and then get out.
• 47:05
  And if they're watching it on their phone, it's already a teeny tiny image.
• 47:10
  And now you've only got that little bar with black on either side because you've filmed it vertically.
• 47:17
  Those perform very, very poorly on YouTube.
• 47:20
  Hmm.
• 47:21
  Do you have any stats?
• 47:22
  I haven't looked at this in a while, but stats on mobile viewers on YouTube.
• 47:24
  Is that the dominant?
• 47:25
  Most people with mobile.
• 47:26
  Yeah.
• 47:27
  It is.
• 47:28
  This would make sense.
• 47:29
  Very cool.
• 47:30
  Are you doing anything differently here as we're in 2019 now, you know, in terms of marketing strategy branding, anything like that?
• 47:36
  You know what?
• 47:37
  I've started doing a little bit less introducing myself on the video.
• 47:41
  And kind of when the video starts, I start in the middle of like I just start with the topic and not as much.
• 47:49
  Like introducing myself because now I feel, I don't know, it's almost like I have such a following on YouTube that I don't have to spend as much time telling them who I am.
• 47:58
  Right.
• 47:59
  That's something that I've been kind of experimenting with a little bit more, but in the beginning, I absolutely started every video with this is what we're going to talk about.
• 48:08
  Hey, everyone.
• 48:09
  I'm Karen Carr.
• 48:10
  I'm a realtor with Keller Williams in Savannah, Georgia.
• 48:12
  You really should subscribe to this channel.
• 48:14
  And then I started with the topic of the day.
• 48:16
  And the very beginning info didn't take long 10, 15, 20 seconds total before we were talking about today's video topic.
• 48:25
  But I'm finding myself doing myself a little bit less of that these days.
• 48:29
  Well, yeah, because as soon as somebody comes to your channel, clearly it's well branded.
• 48:33
  It's, you know, it's deep as a matter of fact.
• 48:35
  I got, let me pull this up right here.
• 48:37
  Based on research, I don't know where I grabbed this from, but said you've racked up over 100,000 total video views to date.
• 48:44
  Yeah.
• 48:45
  Yeah.
• 48:46
  That's pretty awesome.
• 48:47
  I know I just hit the milestone where you have to have 4,000 hours of watch time and a thousand subscribers in order to be able to monetize your channel where.
• 48:58
  You know, the ad plays before your video.
• 49:00
  And after five seconds, they can skip it.
• 49:02
  You can actually start to get paid for those ads that run on your channel.
• 49:05
  Now, if you want to, you don't have to, but you can.
• 49:07
  But you have to have 4,000 hours of watch time to get to that milestone.
• 49:12
  I just hit it last week.
• 49:13
  I mean, that's.
• 49:14
  It takes a lot of views and a lot of people before you get to that milestone.
• 49:19
  So I was joking about it on Facebook.
• 49:21
  I'm like, yay, now I can start making $6 a month in ad revenue.
• 49:26
  I know, right?
• 49:27
  I was going to ask you if you were to turn those on because, you know, the whole brand thing, right?
• 49:31
  I think I probably will because everybody that goes on YouTube, they know that they have to watch the five seconds before they can skip it and see the video.
• 49:39
  I don't think I'm going to drive anybody away from my channel.
• 49:41
  They're just kind of, they know that that's how it works.
• 49:44
  The ads are going to run.
• 49:46
  But I would be curious to see like what kind of revenue are we talking about.
• 49:49
  I have a feeling it's going to be a very, very small amount of money.
• 49:53
  Cup of coffee a month, you know?
• 49:54
  Right.
• 49:55
  Right.
• 49:56
  In which case, if that's what it is, I'm just going to turn it back off again.
• 49:58
  Right.
• 49:59
  Because because I know, yeah, those can be annoying a little bit, you know?
• 50:02
  Right.
• 50:03
  I mean, I know it's kind of an expectation thing.
• 50:05
  But if your bigger vision is, you know, that's, that's not what you're about.
• 50:08
  You don't want to make 20 bucks a month.
• 50:09
  You're about, right?
• 50:10
  The bigger picture.
• 50:11
  Precisely.
• 50:12
  I mean, if you were going to make 500 bucks a month, now we're talking.
• 50:14
  But if we're talking like $10, yeah, it won't really be worth it.
• 50:18
  Yeah, fair enough.
• 50:19
  Okay.
• 50:20
  Cool.
• 50:21
  So before we close out, I know you've got a couple of resources.
• 50:23
  Because the audience listening to this is either loan officers and or hoping they're going to share it with their real estate agents.
• 50:28
  So I actually am a member of your YouTube course and class for agents.
• 50:33
  So tell us a little bit about that if anybody wants to learn more.
• 50:37
  Sure.
• 50:38
  So I started having success doing this.
• 50:40
  And agents started coming out of the woodwork saying, will you teach me how to do this?
• 50:44
  Do you do private coaching?
• 50:45
  Because I hire you as a mentor and I just don't have the bandwidth to do that.
• 50:49
  Like I don't.
• 50:50
  So I made an actual course that you are welcome to sign up for where I walk through my process step by step.
• 50:57
  How do you come up with the ideas?
• 50:59
  How do you figure out who your target audience is?
• 51:01
  You should have an ideal customer avatar.
• 51:03
  What equipment do you need?
• 51:04
  How do you film?
• 51:05
  How do you edit?
• 51:06
  How do you make sure that these get seen?
• 51:08
  Basically everything that I'm doing just start to finish.
• 51:11
  So if you go to YouTube for agents.com, then loan officers can take it to.
• 51:15
  But YouTube for agents.com, all the information is there.
• 51:19
  Yeah.
• 51:20
  And by the way, it's very good.
• 51:21
  I mean, there's a number of YouTube classes that I've participated in.
• 51:25
  And you, first of all, you have the heart of the teacher.
• 51:27
  So you're really good and engaged.
• 51:28
  But you're also very good at breaking it down and making it understandable.
• 51:31
  Thank you.
• 51:32
  If a loan officer is listening.
• 51:33
  I'll try.
• 51:34
  Yeah.
• 51:35
  Well, you try.
• 51:36
  You definitely do a good job.
• 51:37
  But for LOs that are listening, it's a great resource to share with your agents.
• 51:41
  Turn them on to Karen's YouTube page.
• 51:43
  By the way, Karen, you should know this.
• 51:45
  The classes.
• 51:46
  So I do a video marketing class for agents.
• 51:48
  And you now, I think I discovered you probably about three months ago.
• 51:53
  But you are now like the prominent YouTube example that I feature.
• 51:57
  You're my poster.
• 51:58
  Awesome.
• 51:59
  Thank you.
• 52:00
  So you're going to get a bunch of new subscribers agents and all that stuff.
• 52:03
  You just did one two weeks ago.
• 52:04
  And anyway, and I have searched high and low for like, you know, YouTube channels that kick ass.
• 52:10
  They're hard to find.
• 52:12
  I've been to channel after channel where they've got tons and tons of videos.
• 52:16
  But all they are listing tours and the agent is never on camera.
• 52:20
  Listen, nobody can connect with you if they don't see your face and they don't hear your voice.
• 52:25
  If it's just a video of the house and then your business card pops up on the very final slide.
• 52:30
  No one's going to call you because of that unless they were interested in that exact house.
• 52:35
  So I figured just you don't have to have listings for this strategy.
• 52:39
  You can talk about neighborhoods in your town.
• 52:42
  You don't have to talk about a specific house.
• 52:44
  You can talk about a subject.
• 52:46
  What color should you paint your front door if you're thinking of selling?
• 52:49
  I'm going to tell you what the new statistic says.
• 52:52
  Did you know it was blue?
• 52:53
  Really?
• 52:54
  Really?
• 52:55
  Like I would never think to paint my front door blue.
• 52:56
  But apparently your house sells like 40% faster if you paint your front door blue or whatever that statistic was from like.
• 53:03
  I think it was from our realtor.com or something.
• 53:05
  So you can make a video talking about that stuff.
• 53:07
  Right.
• 53:08
  Very cool.
• 53:09
  Yeah.
• 53:10
  It's all about information.
• 53:11
  That's it.
• 53:12
  Just educate.
• 53:13
  All right.
• 53:14
  Cool.
• 53:15
  And by the way, for those that want to check out Karen's YouTube channel.
• 53:16
  Of course, links in the show notes, but it is Georgia Coast Homes by Karen Carr and that's K-A-R-I-N-C-A-R-R.
• 53:22
  So Karen, thank you so much for being here.
• 53:25
  My pleasure.
• 53:26
  Thanks, Jeff.
• 53:27
  You bet.
• 53:28
  And Lister, as always, if you like this episode, please let us know.
• 53:29
  Give us a shout out on the inner way.
• 53:30
  I do know where you were to do that.
• 53:32
  And I appreciate you tuning in.
• 53:33
  See you on the next one.
• 53:35
  Bye for now.
• 53:36
  Thanks for listening to Mortgage Marketing Radio.
• 53:39
  One more truth in Mortgage Marketing.
• 53:41
  Get more free training and resources at MortgageMarketingInstitute.com.
• 53:56
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