Latest / Mortgage Marketing Radio / Ep #123: What's Working Now With Facebook Ads and How to Partner With Agents for Lead Generation

Transcript

Ep #123: What's Working Now With Facebook Ads and How to Partner With Agents for Lead Generation · Mortgage Marketing Radio

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  In today's highly competitive mortgage industry, building profitable relationships with
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  real estate agents is essential for success.
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  However, finding effective ways to secure agent relationships can be a challenge.
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  With so many mortgage loan originators vying for the attention of real estate agents, it
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  can be difficult to stand out and establish meaningful connections.
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  Our new case study featuring loan officer Chris Coghill is a must-read.
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  This has closed a remarkable 36 million in funded loans from agent referrals.
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  And in this case study, he shares his proven strategies for building strong relationships
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  with real estate agents and leveraging those relationships to drive more business.
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  To get your hands on this resource, head over to LOKestudy.com and download your free copy
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  of the case study today.
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  You'll find actionable insights and practical tips that Chris used to close 36 million
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  in funded loans from agent referrals and how you can, too.
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  Don't miss out.
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  Go check it out right now, visit LOKestudy.com and download your free copy today.
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  Welcome to Mortgage Marketing Radio brought to you by the Mortgage Marketing Institute.
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  For a number one source for truth in mortgage marketing.
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  Hey listeners, what's up?
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  This is Jeff Zimper.
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  Welcome to this episode of the Mortgage Marketing Radio Podcast.
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  I am so thrilled you are here.
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  And once again, I just want to give you an acknowledgement.
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  I appreciate you tuning in.
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  I know you're busy.
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  I know you got a lot coming at you.
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  And all I can say is thanks for giving a little bit of your day, your time to us over
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  here on the podcast.
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  So all right, I'm not sure if you are aware, but listen, our sponsor for these podcast episodes
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  is the Mortgage Marketing Pro membership.
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  You can learn more at mortgagesmarketing.pro and what's that all about?
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  It's all about how do you successfully build a referral based recurring revenue based
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  relationship driven model with real estate agents as the primary source of your business.
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  Secondly, we also have another pillar of business, of content within that pro membership
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  and that's with helping you become a modern mortgage originator.
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  What does that mean?
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  That means self-paced courses, tutorials, guides, checklists, downloads, ebooks, and more
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  training and coaching all about how you become a modern originator, how do you leverage
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  Facebook, YouTube, Instagram, how do you create your own personal brand online, optimize
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  your Facebook business page, et cetera, Facebook ads, you name it, we're continually building
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  the library over there of self-paced content on helping you become a modern originator.
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  That said, the key thrust of business today still and always will be real estate agents,
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  right?
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  Eight out of ten people still use a real estate agent to purchase a home.
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  People still look for homes first, the predominant majority of them do that and will continue
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  to do that for this foreseeable future.
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  We can debate about that sometime if you would like.
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  However, what we're delivering for our mortgage marketing program every month is done for
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  you, turnkey, deliverable, high quality agent classes that get butts in the seats and
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  loans in the pipeline.
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  There's success stories we've got all over the website plus an eight minute video over
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  at mortgagemarketing.pro if you want to check that out.
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  Do so.
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  All right, so let's speak of real estate agents in modern mortgage originator and what
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  I'll call a hybrid business model, the combination of both online and offline relationship referrals
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  and online leads.
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  Today, my special guest is Grant Wise.
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  Grant and I connected originally at the Gary Vaynerchuk Agent 2021 event in Florida
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  in January of this year.
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  We had been kind of following connecting with each other online for sometime prior to that
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  but it's great to be able to get together with somebody in person, the power of them person.
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  You will never replace that.
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  I wanted to bring Grant on for a couple of different reasons.
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  One is he is a Facebook ads thought leader and expert, if you will.
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  He's been working for a number of years in the real estate and mortgage space, had trained
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  thousands of real estate agents, loan originators as well and look, there's a noisy world out
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  there of Facebook gurus who are trying to sell you their latest wares or buy their package
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  and all that kind of stuff to be able to run Facebook ads and let's face it, Facebook ads
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  can be challenging, they can be cumbersome, it changes a lot and we can get bogged down with
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  understanding how to generate and run Facebook ads for ourselves.
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  So two parts to this conversation with Grant today.
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  One is I wanted to unpack the latest of what's happening with Facebook and really just
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  have kind of if you will a crash course in if you're considering Facebook ads for lead
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  some key things you need to understand about running lead ads versus branding ads targeting
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  and getting clear on who your ideal clients are.
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  Should you be running mortgage ads or real estate house related ads?
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  So we're going to unpack a lot of this.
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  How much should you spend on Facebook ads?
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  How long should you let an ad run?
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  Like I said, what's the qualities and elements of a good Facebook ad?
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  We get into that and unpack all this.
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  So go through the entire session.
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  I think there's a lot of good and learning nuggets for you from a from a foundational standpoint.
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  There's both conceptual foundational principles of how to succeed with Facebook ads and then
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  there's some tactical stuff that towards the end I really kind of drill down on Grant there and
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  provide some real awesome like specific tactics.
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  Then at the end what we do is look for some time myself I've talked to many of you.
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  I talk a lot of loan officers across the country.
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  We're looking for ways to leverage Facebook to generate leads.
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  For all the obvious reasons and we're also looking in considering Facebook as a way to add value
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  to real estate agents because we've all heard it said that real estate agents would love to get
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  referrals and that's a great kind of shoe in for you to capture and attract real estate agents
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  in addition to the standard stuff that you know I preach all the time which is first win
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  realtors over with your relationship and your five-star client experience and generating a
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  referable experience for the referrals you already get from them right so demonstrate your
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  competence your expertise through your process your systems and attract them with top of the net
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  attract them through education teaching them the fish agent classes getting them in a room
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  in a small group situation educate poor value and you know into them and that will generate
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  referrals and relationships for you guaranteed.
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  Now the next step of that the next level of that is actually helping generate leads for real estate
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  agents there's a right way and a wrong way to do that grant and I talk about that and at the
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  end what I've decided to do is for those of you who are interested we're looking for a small
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  group of people that are looking and interested in getting started in running ads that are going
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  to generate leads for you and real estate agents a small group of people maybe 10 loan originators
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  who want to actually now get this here's what we're proposing what if you could leverage the power
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  of Facebook think about the Facebook and obviously the you know the power it's got in targeting
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  and reaching people and generating real estate ads but what if you could leverage the power of
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  Facebook to target real estate agents to run affordable Facebook ads that actually attracts
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  and targets the right agents that you want to work with based on a certain criteria and having
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  them schedule appointments on your calendar to meet with them to learn more about the value you
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  can provide to them by helping them generate Facebook leads what a concept now I was very particularly
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  with Grant you'll hear this on the podcast towards the end is you know how do we vet out agents to
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  ensure that we've got the right agents we're meeting with the quality agents well grants got that
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  handled to through this process is there's a 24 questions on this intake form if you will that
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  guess who's going to fill that out the right agents the motivated agents and it's going to vet out
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  those that you don't want right but it's going to save you a lot of time tired kicking in bottom
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  feeders and the ads the copy the offer and the targeting will you'll know that that's going to be
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  going to the agents that you a want to meet with and be want to work with and they have a similar
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  values that you do and this is a way to if you will leverage technology and be smart about another
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  method for you to attract real estate agents who are interested in a true collaboration and
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  partnership and aren't looking for money or a handout or just pay for my zealous right so if you
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  guys are interested in that number one listen to the podcast go through it you'll hear the depth
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  and breadth of grants knowledge about digital marketing Facebook ads and so forth and all the people
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  in success stories he's worked with next if you do want to be part of that initial group right those
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  first 10 you want to go to this website it's in the show notes as well the website addresses get
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  Facebook leads dot me get Facebook leads dot me we're going to put that landing page up if you will
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  as basically a holding page because this isn't open and live to the public yet we're going through
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  some beta testing and things like that and working this out with some other different groups across
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  the country so we're just looking for a waiting list right now if you're interested in that get on
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  that waiting list and that should by the time you listen to this when this gets released
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  which is going to be the first week of June we will probably be sending you additional information
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  and announcements of when that becomes available in the first two weeks of June so once again it's
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  get Facebook leads dot me link in the show notes if you want to learn more about how to use
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  Facebook ads to get agents to book meetings with you all right that's that I hope you enjoyed
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  this week's episode and I appreciate you without further ado let's get into this week's show
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  hey grant welcome to the show what's up man thank you so much for having me you bet man thanks for
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  being here you and I recently connected in person at the Gary V agent 2021 event in Florida January
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  of this year and you've been we've been like messaging ever since then so it's good to finally
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  connect why don't you give the listeners your own personal version of like whose grant wise what's
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  you all about yeah absolutely that was that was a great event and Miami I always love you after
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  Miami I think I like three more functions there the next two months whose grant wise so I you know
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  I really got started in business at a very very young age I was 19 when I joined the ranks of
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  the self-employed and I got started in a bar little business from my father and he had recently
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  fallen off of the ladder he got hurt and I kind of swooped in said hey let's work a deal out
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  and you know really it was kind of a life man I played golf five days a week and I did
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  did a little construction project on the weekends and that's what paid my bills but I got a little
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  colder and I started getting a little bored I was like all right what am I gonna do and so I was
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  like you know what I'm gonna start a riffing company I was like I was intertwined in that industry
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  because the my my father owned a gutter business so roofing was kind of like a symbiotic yeah right
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  that and so I didn't know much about the roofing industry I had some close family at the time
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  that had a vast knowledge and we ended up going to the industry we got a hell storm thankfully
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  and we roughed like 111 houses my first year of business wow so I was this really young kid
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  and I was making a ton of money I thought I knew everything I was it I had an ego the size of
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  any house you could imagine and nobody could tell me what to do and unfortunately that's not a
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  really good recipe you mix money into the equation and so I drank a lot bought a lot of stuff wasted
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  mountains of money thinking that it was never gonna end but I found this fountain that was just
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  going to pour wealth into my life consistently and constantly and it started to end because I
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  couldn't outpace my bad habits and I think it was 21 years old somebody came to me and they said hey
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  you know we want you to we want to start a real estate company and I was like great I'm good at
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  starting businesses I got four or five failed ones going on right now and they said we want to
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  pay our real estate agents 100% commission and I was like that's awesome everybody's gonna want to
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  make more money and I was dead wrong which was fascinating and I get and get into more of that
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  later about understanding what real estate agents actually want but I started traveling the country
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  we were gonna be in 500 markets in five years and I've set off on this path and I think in we're
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  in about six markets six months we're really kind of figuring out what people wanted and what they
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  didn't and I was just traveling recruiting and all the while my other businesses were really
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  tanking because I wasn't paying attention to them unfortunately and I was 23 years old
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  been in the business a couple years now and the people that we brought in to help us fund it
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  came to me and they said hey we think you're the reason this company's not growing and we want you
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  to leave all right well I'm 51% of the business and I want you to leave how about that
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  like well we think you should think about it like I don't know well I think you should
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  screw off but that's a different conversation so I ended up thinking about it and I said you know
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  what I've been trying to teach all these real sedations that we brought in how to leverage social
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  media and how to use video and all these cool things that they could do to their business nobody
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  was listening to me they just thought that I was this young dumb kid and how long ago was this
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  this was back almost six years ago okay all right and they liked the fact that they were making
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  100% commission but they didn't want to listen to anything I had to say when it came to really
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  kind of expanding on that and I said you know what I'm the youngest person in this company by
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  three times my age everybody thinks that I'm just this quack I'm gonna go where I'm appreciated
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  not where I'm tolerated and I said I signed away all my rights to the business
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  for a period of time they had to do some stuff for it to stick and they didn't but that's a different
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  story and so I freaked out for like a week I had no idea what I'm gonna do and I said you know what
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  I'm gonna teach real sedations what I've been trying to teach them all along which is how to
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  grow through social media and I was legally bankrupt I had filed chapter seven it was 23 years old
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  at 25 dollars to my name my girlfriend at the time wife now is one that says that she's on the
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  gaming the 25 bucks and I launched some Facebook ads and I spent 25 bucks and I got a thousand
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  dollar clients I made jump on a phone and gave me a thousand bucks and my whole world just got
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  flipped on its head and I learned a lot and we started doing it again and again and again and what
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  was so cool is that Tanya the first woman I ever worked with she sold 48 houses the year that we
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  started working together the first year she was in the business and that blew my mind a blue her
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  mind and I took on about a dozen more clients throughout that year and all of them were doing the
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  same thing they were getting to six figures in about eight months or less which was fascinating to
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  me and so we packaged it up as a product was what's now known as modern age of mastery in December
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  of 2015 and launched it and we added over 600 students the first year double the business the
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  second year and it just exploded we were teaching real sedations all over the country how to
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  leverage Facebook advertising to grow their business and it was I think it was a March 2016
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  we realized that we were basically tech support for click funnels and instant page and active
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  campaign and all these different software companies that we were teaching how we were teaching
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  people how to do it because you can't just run Facebook ads you need landing pages you need
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  email sequence you need all the the backend stuff and I said what if we could just do all that
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  stuff for people and I was like well I don't really want to start a services business so what does
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  that look like and I approached person after person after person and finally found in my match
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  my CTO Josh and we built this tool called Whitley and it took the workload the eight to ten hours
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  of work that everybody was having to do just the launch Facebook ads and it did it for them so
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  what that they could do in like eight to ten hours they could now do like eight to ten seconds
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  which was sick and we launched it in an unbelievably successful launch in March 2017 with a huge
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  charter membership base that that stuck with us throughout this entire period as we've continued
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  to evolve the software and we launched what we call a client generation software that is literally
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  changing lives every day it's an incredible incredible platform and it's really actually grown into
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  the bulk of our business so we are basically we're training and technology company now we spend
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  the vast majority of our time teaching and educating people on how to grow their business how does
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  your clients through what we call a client generation system and we give them access to our client
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  generation software to help them do all that and man we just have a blast you know we get to
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  go out and create a bunch of millionaires every day and help people grow and ways that
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  never thought possible and I've grown in ways I never thought we're possible and we've just
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  had a blast we took something from nothing and turned it into an over ten nine dollar business
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  and we just passed a lot upon it that's a pretty fast growth man yeah so you're in the same
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  space then maybe clarify a little bit for me I mean the same space as people like I don't know
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  what agent legend wise agent things like that really similar and I could ask this question all
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  the time so Willie is not a CRM which is what wise agent and agent legend companies are it has
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  the CRM components inside of it but Willie is a CGS it's a client generation software and it kind
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  of sits in a category by itself you know I'm not a lead generation guy I used to be got out of the
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  lead generation business got into the client generation business our whole goal is to help people
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  do three things we want to first help them generate leads that's a part of it we want to second
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  help people build a brand which I think is very important through retargeting and video marketing
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  and third we want to help people convert customers what I realized is that I could be the greatest
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  lead generation champion on planet earth but I was still a commodity amongst all the other self
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  proclaimed Facebook gurus that come out of the woodwork and wanted to separate myself completely
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  inside a lot of a lot of searching to figure out what it was that that we were really working to
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  accomplish and and we just understood that loan officers and real estate agents they want clients
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  they don't just want leads like they want customers they don't commission checks right and so we
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  kind of totally redefined who we were and what we did inside of the market and so we work with
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  wise agents we integrate with our platform and others and we have blasts getting to work with
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  some of the smart people brand and wise can are not related we always have to say that right we
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  have a blast get to work with people like that and yeah okay so we're gonna get into asking a lot
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  of Facebook related questions in just a second but answer for me then the difference between
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  generating a lead versus generating a client like how do you you know I mean draw the line there
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  yeah so lead is a name and email address a phone number of physical address it's an opportunity
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  right it's not again T it's not a lock it's just an opportunity that could or could not be shared
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  with other people but and the way that we really kind of differentiate ourselves is that we
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  realize that it's so easy to pass the buck I mean we even did it for a long time like well I
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  I have a thousand percent success rate helping people generate leads I've never failed literally
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  ever but it's not how people say grand wise of stuff works they say if I got a check grand wise of
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  stuff works right and when I realized that I took accountability and responsibility for it and
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  said look everybody's passing the buck and saying well I got you leads but you didn't convert them
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  that's not my problem right I said no that's my responsibility like that's why you're coming to
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  me is to get more customers and so when you look at a lead you you you're looking at opportunity
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  that's that there's a chance that you're going to be able to grow your business what I want is to
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  know for a fact that you're going to grow your business because you listen to what I said do you
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  implement what I said and you got commission checks you have money in the bank because of what we
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  were able to come in and help you do within your business okay very cool all right so before we get
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  into the Facebook questions for the listeners give them a sense of your knowledge of Facebook ads
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  because a fair number of my listeners probably haven't heard of you before you haven't been on
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  their radar but I think it's good to set that up first before we start like setting you up as the
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  guidance or all these questions so go ahead yeah you know I've been in the Facebook space now for
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  for real estate agents loan officers for coming into six years we've been working on helping
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  real estate agents understand how to implement Facebook advertising so we do that through you
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  know instructional videos a little deeper than that we do it through helping agents loan officers
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  understand what consumers really want and then we under hope they'll understand how to like package
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  that and deliver it to them so a Facebook ad is you know some copies and Facebook copies and images
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  maybe a video targeted at the right person budgeted the right way and that's traffic right when you
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  send that traffic somewhere you've got to send them to a place that's going to have something of
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  value that they're going to want to exchange their information for right so if I were to ask you
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  you know hey what is the number one thing that people interested in purchasing a home what would
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  you tell me a good deal right maybe it's a good deal sure that's one thing a list of homes
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  ease I want to I want the process to be easy you hit it right on the head they want they want
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  homes yeah that's that's the desire the whole process has been flipped on a tent see 10 years ago
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  15 years ago if my wife never talking and I said hey I think we should buy a home I would have
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  said okay I'll call the bank tomorrow and see if we can even afford one right and then they're
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  going to introduce me to a real estate agent because I have to have a realtor and then they're going
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  to go out and show me properties and that's not the way that it is anymore today if her and I have
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  that same conversation we are both going to pull our phones out and we're going to go to the internet
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  and we're going to start looking at properties once I look at properties I'm going to discover that
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  I need a realtor to show me those properties and once I get on the phone with the realtor the agent
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  is going to say are you requalify yes or no I'm not showing you houses to you are and then they'll
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  connect me to a loan officer so the whole process has really kind of been transcended into this
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  different way of accessing information and this is something that companies like Zillow did masterfully
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  they just gave the prospect what they ultimately wanted homes to view and that's how they generate so
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  many leads so we kind of teach people how to become their own little Zillow in their markets just
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  using social media instead by providing prospects with list of homes to view that's one angle that's
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  one way to get people opting in left and right name email phone number physical address all the
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  information that people want from a lead generation standpoint and yes I mean there's there's
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  really simple things that you should do within Facebook the way that you target the way that
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  you budget the way that you write copy the way that you use images those things are really important
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  but if you don't have the right offers and you're not putting those people under the right system
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  on the back end none of that none of that work is really going to matter so you know we we ran ads
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  all over the world our sold half-hub sell houses in the States I hope sell houses in Canada
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  in Mexico and Bali and Germany and London I hope so a 25 million dollar mansion in India we've
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  literally worked all over the world teaching people how to leverage Facebook to sell more property
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  and I've personally coached a little over 2,000 realtors here in the US of trained over 60,000
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  people through free trainings and have consulted for over 400 different marketing agencies
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  teaching them how to better serve their realtor partners and I've had a blast working with
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  loan officers as well to help them understand how they can use what it is they were teaching
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  to add value to their realtor partners in it in kind of a different way to grow their business as
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  well okay good stuff all right so let's see I'm thinking about the context of my audience right there's
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  lots of different areas we could go to let me go here first I mean I could go the standard you know
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  what do you see the big mistakes people make you and I talked about that I think the audience gets
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  it right number one is like not having the right systems and setup in the back end you know
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  a handle the lead flow and automation let me let me just deal with this question our Facebook
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  leads still worth it right because it's getting more expensive it's obviously very noisy in the
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  feed it's getting harder to succeed with Facebook ads would you agree or comment further on that
• 25:19
  I would agree that the process has evolved I feel like it's still very easy but you've got to
• 25:26
  think man I mean we're still knocking doors every day and it's 2019 we're still cold calling
• 25:31
  every day and it's 2019 you got people still sending out junk mail and it's it's 2019 like
• 25:37
  these are things that we've been doing for decades that are the old quote unquote tried and true
• 25:43
  ways to grow a business they're the tried and true ways to make money I don't know about
• 25:47
  growing a big business but I digress so what we've seen is there's absolutely been an evolution
• 25:55
  to Facebook marketing five years ago you could put an ad out generally to lead and you were the
• 25:59
  only one doing it so you didn't really have to do anything else you could even suck it follow up
• 26:03
  you're still going to do really well because nobody else was doing it right and what we've seen
• 26:08
  a huge key differences now versus five years ago is that if you're not leveraging a retargeting
• 26:15
  you know it's kind of like when you go to Amazon to buy that golf club and you decide not to what
• 26:19
  happens yeah it shows up yeah wherever you go then if you're not doing the exact same thing with
• 26:27
  your business with your brand if you're not building relationships and creating an experience
• 26:32
  for the person that's opted into your marketing campaigns you're not going to get the results so
• 26:37
  I agree that it's changed and it's harder for people to see results because they're just putting
• 26:44
  an ad out and generating leads the people that are leveraging a couple of things video super important
• 26:51
  and retargeting are experiencing the same levels of success that they have experienced for the last
• 26:58
  few years and I think that's the biggest key difference I mean if anybody's listening to this
• 27:03
  like well my ads are working for a long time and then they stop working you just you're missing a
• 27:07
  piece yeah Facebook lead generation is a third of the equation it's not the big it's not the whole thing
• 27:13
  and so you know looking at things from a different lens you've got about a relationship with
• 27:18
  prospects that's why we generate leads in the first place people don't want to talk to you so much
• 27:22
  right even if I get it I'm just talking something today like even if somebody opts in with a fake name
• 27:26
  and a fake text message or a fake phone number whatever Facebook though you got the wrong
• 27:35
  information Facebook still has the right information so when I start retargeting those people
• 27:41
  they're going to see my ads whether or not they answer my phone call right so when they go
• 27:46
  right back to social media and they start now seeing my face everywhere that impression
• 27:51
  counts are going to increase the frequencies are going to increase the relationship how
• 27:55
  long it takes people to build one will begin to happen and there's a lot of psychological reasons
• 28:02
  that the video aspects of things work so well well the short of it is that we've been
• 28:06
  programmed since there are little kids to to advertise what we see behind a TV screen and our TV
• 28:12
  screen today is no longer the box that sits in the living room it's the hand it's the three-by-fourth
• 28:16
  device that we won't take out our hands where it works or no longer ABC and CCBS their Facebook
• 28:21
  and screen YouTube, Snapchat, Twitter whatever whatever whatever so I think that's the biggest
• 28:27
  key missing element to having a successful campaign so if somebody is saying that it's just not
• 28:32
  working or it's harder there's an extra step that a lot of people are missing today that make them
• 28:38
  feel like things are harder or that it's not working yeah what I still see is people still just
• 28:46
  not putting in the right amount of thoughtfulness to to running the Facebook ad right there's
• 28:52
  still a good amount of people that are trying to throw stuff up and think that you know it's pull
• 28:55
  11 people people people like that and I always tell people like look the person that works with
• 29:00
  everyone works with no one like if you don't know who your customer is you will not succeed at
• 29:04
  the marketing game because the marketing is messaging and every aspect of creating a message is
• 29:09
  knowing who your prospect is and how you are going to communicate with them in a way that's going
• 29:14
  to get them to want to take action now as an aside there's a great book called Breakthrough
• 29:18
  Advertising written by Eugene Schwartz it's like an eight or nine hundred dollar book on advertising
• 29:22
  if you can afford it get it read it I promise you it'll be worth the sweet and gold here's what I took
• 29:26
  out of that book and I've applied to real estate is that there are three basic levels of awareness
• 29:33
  that prospective homeowners and sellers go through whenever they're considering making these
• 29:38
  types of decisions the first is unaware it sounds so childish in kindergarten but if I'm not aware
• 29:44
  of my desire or a life event hasn't happened where I have a need for real estate it's the most
• 29:51
  uninteresting thing that you could talk to me about right it doesn't matter how good you are how
• 29:57
  knowledgeable you are how passionate you are if I have no desire no need I don't care right and
• 30:02
  so what we're seeing happen is that a lot of people are throwing stuff out there to people that
• 30:06
  don't care because they don't have that desire nor need and like Eugene explains in the book
• 30:13
  you could spend millions and millions and millions of dollars trying to market to those people
• 30:17
  and the only thing that you will go is Brooke so what do we do instead grant is the question right okay
• 30:25
  what's next then well the power of Facebook is not in its two billion plus daily users the power
• 30:32
  of Facebook is that you can directly target a message to people you know are interested in what
• 30:38
  it is that you have to offer the second phase of awareness is what we call home aware it's where
• 30:43
  people are aware of their desire or need for the real estate process might not be aware of who can
• 30:48
  help them or how to get started so you see if I'm home aware if I'm if I now know that I want to buy
• 30:54
  a home your brand then this is a mistake that we see people make is still irrelevant to me I don't
• 30:59
  care that you're real today because I don't really know that I need one I don't care that you're a
• 31:03
  loan officer because I'm not interested in getting alone I'm interested in getting a house however
• 31:07
  much sense that doesn't make right I want to look at homes I don't care about anything else
• 31:15
  so why not give people what they want right in order to like that's your hook in order to
• 31:21
  people hooked into who you are what you do and when you do that you make this introduction see when
• 31:27
  Zillow generates a lead they then sell four or five agents the lead right what they're doing is they
• 31:34
  now solve the problem that the consumer had which is I want to look at homes now I have a platform
• 31:40
  to do that the next problem you're going to have is that you need somebody to help you go buy this
• 31:45
  home right so they're going to take them to into what we call our third phase of awareness with
• 31:52
  this home plus you aware I'm aware that I have a problem now I'm aware that you can help me solve it
• 31:57
  that's when the relationship process begins so you're seeing a gigantic wave of people that are
• 32:04
  trying to catch people right before they make a decision meaning ready to buy a home right now when
• 32:12
  the reality of the situation is today leads are being generated far earlier in the decision making
• 32:19
  process yeah three six nine twelve months but people are so right here right now they think well it
• 32:27
  just doesn't work I've got to go it doesn't work because it's not feeding me this moment
• 32:34
  yeah there's a lot of stuff in there man a lot of good stuff I'm trying to think where do I enter
• 32:37
  what comes to mind immediately for me is a couple of different things so so if we know the
• 32:42
  bulk of people are trying to generate a lead when somebody's in the moment right they've
• 32:46
  they've already been on their journey of looking at homes and all that kind of stuff and
• 32:50
  the ads agents let's say are trying to run are trying to like get that person who's ready now
• 32:54
  are they getting clear on any of the criteria or the behavioral identifiers and things like that
• 32:59
  on Facebook are they are they trying to just run a big splash ad where it's just like you know
• 33:03
  shouting hey I'm the greatest agent you know that kind of jazz I think there's a healthy mixture
• 33:09
  like a lot of people put out like hey I'm a real estate agent I'd love to help you I treat my
• 33:15
  with class A service I'm really compassionate I'm super knowledgeable and I think those are
• 33:20
  gigantic mistakes because that's what people expect like I don't know why you would say like
• 33:24
  that's what people expect of you the real estate industry for years has gone through this
• 33:29
  identity crisis because 5 10 15 years ago is very perceptive industry if you didn't drive a
• 33:35
  bends or a beamer if you didn't dress the right way if you didn't do all those things you weren't
• 33:40
  thought to be that successful today we live in an era where everybody knows that everybody's not
• 33:44
  perfect and so it's actually almost like a distance to get anything to do with you and so you see
• 33:51
  that flips what it tells us is that we have the freedom to be ourselves and to build a relationship
• 33:55
  with people that we want to build a relationship with so why not create your own market this is
• 34:01
  one of the greatest ways you can increase your conversion and advertising is by creating your own
• 34:05
  markets yeah everybody's out there trying to grab a portion of a big giant market right I want to
• 34:11
  be a part of this I'm gonna go try to get you know this much out of the there's 100% of a market
• 34:16
  I'm trying to 1% of it right when what you really should be doing is creating your own market
• 34:22
  and owning 80 to 100% of that well how do I do that well you do that by creating a niche you do
• 34:27
  that by creating a target audience a target group of people that you serve that are dynamic to you
• 34:32
  and then you go own that space for example I see all your your your disc collection there
• 34:38
  shined up in the background right you probably like doing business with people that have similar
• 34:42
  taste could I is that maybe true a little bit sure who doesn't yeah if you can appreciate some
• 34:47
  of these artists you're cool exactly when we sit down and work with realtors and loan officers
• 34:54
  and investors and everybody and really work to get them to create a profile of somebody that they
• 34:58
  actually want a new business with it's the stuff that's hanging on the back here wall that really
• 35:02
  matters like who is my client what are they like where they like to hang out where do they go shopping
• 35:08
  where do they do all these things who do they do business with what are they listening to where
• 35:11
  they get their news understanding who your client is your ideal prospect at that level makes it
• 35:18
  so easy to talk to that group of people because if I know for example in my market there's
• 35:24
  pinnacle and then there's downtown Rogers DTR I know that if if you're in downtown Rogers you're
• 35:30
  either very independent politically or liberal you really love dogs you are super into farmers markets
• 35:37
  you love eating drinking local you like craft beer you're the middle to lower class income earner
• 35:44
  I know that if you are over in pinnacle you're a huge fan of Donald Trump you love eating
• 35:50
  really nice meals your upper to a middle to upper class you like golf you like Fox News so on
• 35:57
  it's like you get my place you the distinction in the market just in most these places are 10
• 36:02
  miles from your brother they're not very far right but if I knew that I wanted to work in pinnacle
• 36:07
  instead of downtown Rogers I know where to go I know where to shop I know which business owners
• 36:13
  to interview on my show or my podcast I know which businesses to advertise in everything
• 36:19
  becomes so much clear and this is what's the really cool part it's kind of coming back to my point
• 36:24
  is you can take that exact same profile of people that you love to do business with and you can
• 36:29
  put that right into Facebook and you can just target it really direct strategic advertisements that
• 36:33
  those people when you know what they want list of homes so hopefully I got around answering your
• 36:39
  question yes a lot of people are just throwing stuff out there because they don't know who they're
• 36:43
  talking to and they don't know what they want to join us everybody and that's the first mistake
• 36:48
  I'm going to come back to identifying those people in pinnacles made a note here for a second
• 36:52
  well let me get through it right now so so then let's just say you've identified you want to work
• 36:56
  the pinnacle market right you mentioned things like doing videos in your local community and
• 37:00
  doing a podcast but let's bring it back just to Facebook how would you what criteria can we
• 37:06
  utilize to target those people obviously there's the kind of the radius right of a zip code and take
• 37:11
  the radius but what other like behavioral things would you start to and I guess that your answer to
• 37:16
  pens the lifestyle right attributes within Facebook your answer to that depends perhaps on which
• 37:23
  type of ad you're running if you're wanting awareness of consideration or conversion that's
• 37:27
  that's true or it absolutely can yeah well so what we do we do things in the levels we have level
• 37:32
  one level two level three level one is cold lead generation right so we're running lead form ads
• 37:36
  or conversion ads okay and here's just a pro tip so you're you're saying how do I go out and
• 37:41
  identify what my market wants so we know that they want homes what value home right so what I'll do is
• 37:48
  I'll we'll advise our clients go look at the MLS what is the median price of home sold in the
• 37:55
  last 90 days right and then the pinnacle area it's like 599 it's a higher in market okay I know
• 38:03
  that if I put out an ad that says hey attention pinnacle pinnacle Rogers residents or pinnacle
• 38:10
  area residents or pinnacle just pinnacle whatever I've created a free report of homes priced under
• 38:16
  or 599 thousand dollars some of these homes even qualify for special financing options click here
• 38:21
  to get the free list downloaded instantly right that advertisement is 1000 percent two things one
• 38:29
  what the prospect wants to in the price point that you know everybody in that market's doing business
• 38:36
  and does that make sense yeah so you can leverage some of those data points to really zero in and
• 38:41
  pinpoint exactly what it is that that prospect is going to want now on that note so specific to
• 38:47
  that you said in that price point and you you chose median price point because that's where a lot
• 38:51
  of the activity in turnover is right yes now on the flip side of that if conversely perhaps if
• 38:55
  you wanted to work upper market in pinnacle then that that headline would say something different
• 39:00
  right that wouldn't have that probably to have a different price point perhaps the only thing
• 39:04
  would be different would be the price point right but you're wanting to work luxury market you
• 39:07
  wanted to raise your your price point no a couple of things that age has changed the number
• 39:13
  and you're good but you be you're going to get less leads because you're you're dealing with a
• 39:17
  smaller audience size sure you're dealing with a higher transaction volume which means your cost
• 39:22
  for lead is going to increase yeah those are just simple things to look out for but yes theoretically
• 39:27
  those just a couple pieces of information and you could go the exact opposite if I only want to work
• 39:32
  with people of 200 thousand dollar range you just lower that price point all right um
• 39:37
  I'm being cognizant of our time because if any Facebook conversation can go for a long time
• 39:41
  so where where should we let's say I haven't run a ads on Facebook before whether I'm a real
• 39:46
  tour alone officer like you said people want the house real quick so so then what you're saying
• 39:50
  about that is you know I hear all the stories about how because they're seeing consumer data how
• 39:55
  consumers are going to get pre-qualified before the shop for home I don't know that I believe that
• 39:59
  I haven't seen it what what do you say to that real quick 37% of homes sold in 2018 were sold
• 40:04
  to millennials 99% of those home searches originated online it's too easy for me if I have this desire
• 40:12
  to go look at a home to pull it up on my phone and start shopping I understand that I might need a
• 40:17
  mortgage right you've got these companies that are doing great jobs at generating massive amounts
• 40:23
  of mortgage leads through you know rocket mortgage and all these different companies they're
• 40:27
  conversion on those leads sucks but they are generating those types of leads doesn't mean they're
• 40:31
  getting a lot of business but they are generating a massive amount of attention 37% of a market
• 40:39
  is starting their search online right that's huge huge so I don't I don't really believe that
• 40:46
  a big portion of people are are starting at the pre-qualification phase because it's not the
• 40:52
  natural buying order right now it's not the natural order of buying even if you look at a company
• 40:57
  like Zilla why would Zilla sort of a mortgage company if if you know that were the case right
• 41:05
  they know that they now have millions of leads that they sell a mortgage to right right exactly
• 41:12
  all right that's a good good question there all right so the next question is I haven't run ads
• 41:17
  on Facebook before let's just say I'm gonna run a house ad right or I want to build my brand
• 41:21
  as a real estate professional should everybody start with the normal phase of like awareness
• 41:27
  branding things like that content no how should people start absolutely not you know a lot of
• 41:32
  people come to us talking about how I want to build a brand and it's like okay what is a brand to
• 41:36
  you well I have no idea okay how much money do you have in your brand bank account well none okay
• 41:42
  so look building a brand takes time and it's an investment in relationships and stories and people
• 41:50
  and platforms it's not something that happens overnight I don't understand why anybody would want
• 41:55
  to go out there and build a brand first I understand it's important but you know and I know both
• 42:00
  that everybody coming into the real estate profession I mean it would say 95% of them need money
• 42:06
  right they don't need a brand they need money right I want I want to build a brand but I need money
• 42:12
  I want to build a brand but I've got to feed my kids this month I want to build a brand but right
• 42:17
  there's there's so many different things that that could go into that conversation that could be
• 42:20
  a whole podcast on its own right so I think that direct marketing is the number one thing that you
• 42:26
  should do which means I'm going to put out money into Facebook and Facebook's going to give me back
• 42:32
  money in the form of leads right what we have drawn to understand that is a lot of our clients are
• 42:37
  getting an 800% plus ROI from Facebook ads that means every dollar they put in the machine they're
• 42:42
  getting eight back that's powerful stuff so the first thing that we're going to do is we're going
• 42:48
  to go generate leads right now we have opportunities what do they tell you in real estate the
• 42:53
  the moment you get licensed great pull out your phone and call every single person in that phone
• 42:59
  and tell them that you're now licensed real estate professional okay why would you contradict
• 43:04
  yourself and say also go build a brand to a bunch of people that have no freaking clue who you are
• 43:10
  and I tell them that you sell real estate like they're gonna give a crap like that's just it's
• 43:14
  such conflict conflicting advice how about you grow your sphere of influence through lead generation
• 43:20
  that's a powerful thought all right so give us some specifics how how would you do that simply
• 43:25
  through lead generation and knowing that if you're talking about running ads on Facebook right um
• 43:30
  is that the timeline for somebody on Facebook they're it's not an intent-based platform
• 43:36
  and so the timeline could be six nine months or whatever so how am I getting that money
• 43:40
  right it could be six days that's there's there's there's there's two clients that you're
• 43:44
  gonna get from Facebook or two prospects you're gonna get from Facebook you're gonna get people
• 43:47
  that are ready to get right now that'll make up anywhere from one to five percent of the total
• 43:52
  number of leads you generate good small portion the bulk of those people will not be ready for three
• 43:58
  months six months nine months twelve months right the beautiful thing about Facebook advertising it
• 44:02
  is unbelievably underpriced this is how my customer or my students can spend $72 on Facebook ads
• 44:09
  and bring in a six thousand dollar commission right massive numbers so you should understand that
• 44:15
  you're playing the right now game right but you're also playing the tomorrow game this is what we
• 44:21
  call pipeline if I was in real estate and I'm not I'm in marketing and sales and business and
• 44:26
  those types of things um if I was in real estate I wouldn't even look at closed commissions I would
• 44:31
  look at my pipeline and I would say okay I just finished 2019 my pipeline was a hundred and
• 44:37
  21 million dollars in potential business and what I would look at is how much of that business
• 44:42
  that I close well I converted ten percent of my pipeline I did about twelve million dollars in
• 44:47
  business great what I know for 2020 is that if I want to do more business I just need a bigger
• 44:52
  pipeline I would try to look at the long game understanding that the short-term money the short-term
• 44:58
  gains that everybody's after are gonna come they're a byproduct of the long-term work that you do
• 45:04
  um so I wouldn't be so narrow focused on my next meal my next commission check I would look at
• 45:10
  what my pipeline was and I would build out reports and I'm getting into the weeds here
• 45:14
  no no it's good I was I wanted to ask you actually okay so I'm a realtor I'm hungry I need to
• 45:19
  make money in the next 90 days I need a listing in 90 days what what type of ad am I gonna run the
• 45:24
  free list of homes thing no this is my favorite ads you're gonna own we call the Fishing
• 45:29
  Emerald campaign so what we do is we teach real estate agents to to get a buyer's story like
• 45:39
  you know meet Susan she is 32 year old single mother and she's a schoolteacher she needs to be
• 45:46
  in this location go out and tell that story on social media if you know especially geographically
• 45:53
  where Susan wants to move go drive into a neighborhood get out of your car show pictures
• 45:59
  of of the neighborhood that Susan wants to live in tell her story in a three to five minute video
• 46:06
  or better yet get her to tell it and then take that advertisement and promote it to that subdivision
• 46:13
  that you know she wants to live in and what's gonna happen is everybody in that subdivisions now
• 46:18
  gonna know that Susan this person that they're falling in love with their story needs to relocate
• 46:24
  to this area oh and they can get top dollar and she's ready to buy it right now we could sell it
• 46:29
  this week right now what what happens always is that people will start getting private messages
• 46:35
  from people that are ready to sell or at least see what the process would look like and people
• 46:39
  start tagging people left and right well if Susan doesn't have a property I do or if Susan doesn't
• 46:45
  have this person have a property I know these people that that they want to sell their house
• 46:49
  and so it creates this listing frenzy this is one of our secret weapons when it comes to generating
• 46:55
  motivated sellers and little to no inventory markets if I wanted to listing in 90 days that's
• 47:00
  exactly how I would go get it I would just use my buyer's story I would market an ad right to
• 47:04
  the subdivision I know that we wanted to move and I'd give a journal a bunch of listings
• 47:09
  all right so to play whatever the flip side of that obviously you need a motivated buyer if you're
• 47:13
  going to have that buyer in video right somebody who's willing to do that but if not what you
• 47:17
  said is you tell that buyer store yourself as a real estate agent absolutely and if you don't have
• 47:21
  a buyer story go into your brokerage's office knock on somebody's door say hey do you have a buyer
• 47:26
  that's looking to relocate right now if the answer is no you go to the next office hey do you have a
• 47:30
  buyer looking to relocate right now if the answer is no keep going to find one because I promise if
• 47:34
  you work in a brokerage that has at least five people somebody has a buyer that's looking for a
• 47:38
  property no thing you need is a story all right so I'm going to a couple rapid fire questions that
• 47:44
  are coming at me is there a minimum ad budget that you think people need to invest at a certain
• 47:50
  level to to you know really get any meaningful results from Facebook I think that my best advice
• 47:57
  for this is always to start where you are you know if you got a hundred bucks start with a hundred
• 48:01
  bucks you know spend two three four dollars a day and just work the opportunity like your life
• 48:06
  depends on it and that makes you each proponent of reinvesting 20% revenue back into marketing so
• 48:10
  your budget really begins to grow very fast but I think most of our most successful students still
• 48:17
  only spend three to six hundred dollars a month I wish they spent more but a lot of success happens
• 48:23
  at 10 to 15 to 20 dollars a day which is nothing like it's peanuts what what goes into a good ad what
• 48:32
  are the what does the DNA of a good Facebook ad you got under your consumer you're going to
• 48:36
  know what they want if you know those two things you you can fail at Facebook ads and you're going
• 48:41
  to you're going to win really big have the right targeting budget the right way optimize
• 48:46
  to Facebook's auction algorithm if you don't budget the right way your ad will either not
• 48:51
  guess then what's money money at all or you'll get a ton of leads and your ad will wear out
• 48:54
  really fast so budgeting the right way is really important but good copy giving the right person
• 49:00
  what they want like it's that simple you could fail at this you could be the worst in the world but
• 49:04
  if you get if you know who your customer is and you know what they want which is homes you're going
• 49:08
  to win you're going to succeed and guarantee it what's your experience with placements letting
• 49:14
  the algorithm kind of do its work or we are we run an Instagram as well we're putting in the you
• 49:19
  know that's a great question so what we've noticed actually is that for a long time it was a
• 49:23
  no no like don't run ads on multiple placements run feeds only and a lot of people we still tell
• 49:28
  to do that but we have started noticing in certain situations that if we let Facebook place where
• 49:34
  they want we're noticing a lower cost per result that's only been in certain cases so our rule of
• 49:42
  thumb is always you know go to default feeds only don't run ads on Facebook and Instagram at
• 49:48
  the same time like only go with one one placement you get the best results but lately we have noticed
• 49:55
  there have been an increase or a decrease in the cost per result if we're letting Facebook place
• 50:00
  some things where they want sometimes Facebook stuff takes a minute to figure out I think that's
• 50:03
  what people really have to understand I kind of get a laugh when marketers come out for real
• 50:09
  sedation slow-motion is like oh Facebook just announces brand new thing it's it's revolutionary it's
• 50:13
  going to change your entire business and the truth is it's probably going to suck for like a year
• 50:17
  to like when lead forms came out yeah they suck like they didn't work very well at all the
• 50:23
  cost per lead was four or five times the reason is that Facebook's audience hadn't yet been trained
• 50:29
  on how to buy or opt in or take certain actions through lead forms it took a minute for Facebook's
• 50:36
  own audience to catch up to those things so I think it's really really important for real sedations to
• 50:44
  understand like what's tried and true and do that don't jump to shiny objects because it's
• 50:49
  still got it needs time to mature and yes there will be people that will flock first and
• 50:55
  and that might win or they might get their freaking knees bruised up for a little while until they
• 50:59
  figure it out when figuring it out is really just waiting until Facebook's audience has been
• 51:04
  retrained to take certain actions same thing with thoughts and those types of things yeah all
• 51:10
  other conversations there any quick tips for you know lead ad versus landing page when to use
• 51:16
  when not to use lead ad right now first don't go to landing page go to the lead form go through
• 51:22
  lead form first retarget the lead form that all engagement from the lead form with video content
• 51:29
  to build your brand and and then based on how long people watch those videos 25 50 percent run
• 51:38
  a call to action campaign like send me a message to get the process started or book an appointment
• 51:42
  with me something like that that would be my exact fly that is our exact formula and you're
• 51:47
  you're using retargeting on most of the ads you're running every single one it's so hard to get
• 51:52
  attention right you don't want to lose it after you get it so whatever you can do to trap people's
• 51:56
  attention keep it thousand percent then it sounds like building out a really successful uh
• 52:03
  Facebook lead ad funnel if I can use that terminology I mean if I was to visualize kind of like
• 52:08
  you know that that little sketch that people use the wireframe and all that right we're looking at
• 52:12
  multiple steps in the process yeah I mean there are you should be running probably four to six ads
• 52:19
  in total one called lead generation campaign two or three brand building campaigns and then one
• 52:25
  or two call to action campaigns that's that's a marketing like campaign like that's a system that's
• 52:31
  a few ads that are all working together to help bring you a customer not just generate leads
• 52:37
  you once you generate the lead you need to warm them up and then once they're hot they need
• 52:42
  an opportunity to do business with you now so when we look at building on marketing campaigns we're
• 52:48
  not just looking at launching one ad you know calling it a success there are four or five ads that
• 52:52
  go into every campaign how long should somebody let a lead I'm sorry an ad run before they make
• 52:59
  a determination on it you know that's a great question the number that we're all after
• 53:06
  is not cost per lead it's not click-through rate it's not CPM it's none of those numbers those
• 53:12
  are sear those are merely guides the number that you are trying to find is your COA your cost
• 53:19
  of acquisition your cost to acquire a customer okay that's the number that you must find when
• 53:26
  you find that number for for Lindsay Porter and Indianapolis every seventy two dollars she spends she
• 53:31
  makes six grand for map and clutching in Georgia every one hundred eighty seven dollars he spends he
• 53:36
  makes three grand like when they figured out what their cost to acquire a customer was and then
• 53:40
  they very simply asked themselves one question how many customers do I want a month that became their
• 53:45
  new marketing budget right so lead lead ads should perform twenty four forty eight hours like you
• 53:51
  shouldn't you shouldn't spend more than five to ten to fifteen dollars without getting a lead
• 53:56
  if you have something's broken something's not right but don't let the cost per lead be your
• 54:03
  deciding factor you guys need to be looking at cost for a customer and that applies to everything
• 54:07
  like if I was with Zillow and I knew that my cost per lead was like fifty bucks or whatever it is
• 54:12
  right now but my cost to acquire a customer was six hundred and I was getting five six customers a
• 54:17
  month like I'm just gonna ramp my spend up as high as I possibly can until I'm capped because I
• 54:23
  know what my cost to a car customer is and it's in its ROI positive so we got to make sure that
• 54:28
  we're looking at the right numbers but you know twenty four four eight hours you should be getting
• 54:31
  results all right cool that's good stuff man let's transition real quickly just for the sake of time
• 54:35
  where we've got left here I know you work with L.O.'s as well in terms of helping them with their
• 54:40
  Facebook ads and teaming up with agents so I'm gonna have like a two-part question is what do you
• 54:46
  think L.O.'s or what are you seeing how are L.O.'s succeeding with Facebook ads right now is it
• 54:52
  are do you see anybody running ads alone or is it you're seeing mostly people are teaming up with
• 54:57
  agents to succeed you know we see a lot of it going both ways I think some of our it really
• 55:02
  depends like you know we work with a lot of purchased heavy or purchased centric L.O.'s that you
• 55:08
  know they really thrive on some of those relationships I mean she have a great relationship with
• 55:12
  a real estate agent it can be worth three to five days a month you have four or five of those
• 55:18
  relationships you're you're a multi-million dollar producer right so what could you do to add value
• 55:25
  to the real estate agent and we always really try to educate and instruct one officers to understand
• 55:31
  who they're relative and that's the same rule for a realtor right understand who your homeowner
• 55:35
  is or home seller home buyer is real estate agents everybody thinks they want money and that's
• 55:40
  really not the truth and that's what I learned child in the country recruiting with all
• 55:43
  estate agents is that I could say now with a real estate agent and on paper show them how they
• 55:48
  could not increase their workload whatever and then make over $60,000 more money and I get told no
• 55:55
  every single day no don't want to move don't don't move no no no no no no no no no no no no no no
• 56:00
  and when I learned is it real estate is actually don't want to make more money
• 56:03
  they want to learn how to make more money which is a distinction they want to learn how to build
• 56:12
  better systems they want to learn how to close more deals they want to learn these things
• 56:18
  and what I also learned is they don't pay for it they don't really appreciate it they don't
• 56:22
  they're going to invest in it you see all these companies like EXP and Keller Williams they're
• 56:26
  providing these great technologies for their their real estate agents none of them use them their
• 56:32
  adoption rate to those platforms is zilts because the agent themselves has no money in the game
• 56:37
  no skin in the game they're not invested and they're afraid that if they do use those platforms
• 56:42
  that the brokerage is going to keep the information if they ever try to leave right so it sounds
• 56:46
  like a losing strategy but anyway if you're a loan officer understand the problem that your
• 56:54
  real estate agent is actually facing we have what we call our pyramid of problems for real estate
• 56:59
  agents their first problem that they feel like they have is leads they don't they need more leads
• 57:02
  to go to the business whether or not that's the actually their issue is up for debate right but
• 57:10
  they feel like I need leads to go to my business second problem that they feel like they have
• 57:15
  is now I have leads I need to know how to convert these leads into commission checks like I'm not
• 57:20
  I'm struggling with sales the third problem they have I'm generating leads I'm closing deals but
• 57:26
  now I'm working 80 to a hundred hours a week I never see my family blah blah blah blah blah they're
• 57:32
  struggling with systems and processes fourth problem I'm generating leads on closing deals I've got
• 57:40
  systems dialed now I don't know what I want to do I don't know if I want to be a single agent or
• 57:44
  if I want to bring on an assistant or if I want to build a team or if I want to grow a brokerage
• 57:49
  fifth problem I don't know how to scale any of this stuff right so kind of go right
• 57:54
  if you understand who the agent is and you understand what problems that they're experiencing it
• 57:59
  makes it really easy to have a conversation with them it makes it really easy from a loan off
• 58:03
  for standpoint to add value to that relationship you know that if they're struggling with leads
• 58:09
  help them generate leads if you know that they're struggling to convert help them gain access to
• 58:14
  information tools technology to help them convert more leads understand what problem they're facing
• 58:19
  and then help them solve it is how you create one of those invaluable relationships in real estate
• 58:24
  between a loan officer and a realtor partner is that you see where they are help them solve the
• 58:29
  problem and move on to the next step I didn't have to do it bashing somebody else just help people
• 58:34
  right right uh no I agree 100% and I definitely encourage people to always have that kind of
• 58:38
  consultation these analysis meeting uh with real estate agents let's address the the listeners right now
• 58:43
  who um would like to entertain the possibility of partnering with real estate agents to generate
• 58:49
  leads together on Facebook um what have you how does that work successfully in the real world
• 58:55
  I seem to work a lot of different ways um you know you always always follow your
• 59:00
  recipe guidelines uh for what you can then can't do and what you can and can't invest in
• 59:05
  but we've seen a lot of really successful relationships created where the agent
• 59:09
  handle an officer partner kind of hand in hand on a lead generation campaign
• 59:14
  and uh elbows that are driving that conversation you know really do well we've seen a big
• 59:19
  success rate where loan officers generate leads for themselves and then they pass those out to
• 59:23
  their their realtor partners because once they get them pre-qualified, pre-approved they they pass
• 59:28
  those those uh those leads on to the people that they do business with and these are leads just
• 59:32
  to clarify though that these are leads for they're advertising homes not pre-qualifying right not
• 59:37
  down payment assistance per se right um that's why partnership campaigns do so well because in order
• 59:43
  to show a prospect list of homes you need to be kind of partnered up with the real estate agent
• 59:49
  yeah um but you know it's a great segue we see people that get two to three for those types
• 59:54
  of relationships where they know what type of lead is coming in they'll generate the leads and
• 59:59
  then they'll pass them over to the realtor they're preferred realtor partner at whatever time frame
• 1:00:03
  and um um the the realtor and the loan officer both then work to help convert uh that that one
• 1:00:11
  single prospect that's one of the best ways that i'm seeing it uh right now single property websites
• 1:00:16
  helping people advertise their single the single property campaigns we call that the socialist
• 1:00:21
  thing method uh the open-door campaigns helping people market open houses it's really just all about
• 1:00:26
  again identifying where the agent is and what it is that they're wanting and when you understand
• 1:00:30
  that having a campaign that matches the the the campaign solution that matches the problem they're
• 1:00:35
  having and then helping them generate leads for that thing if somebody comes to me and they says man
• 1:00:39
  i'm really struggling to generate sellers great i'm going to use this fish in a barrel campaign
• 1:00:43
  i'm going to go generate you some seller leads uh let's do it here's how it's going to work um so
• 1:00:47
  just really equipping yourself with the knowledge and understanding of what types of leads that you
• 1:00:51
  can generate and when an agent comes to you with that specific problem or you're recording somebody
• 1:00:55
  in a relationship um you know help help them solve it through through leads that's the problem
• 1:01:01
  that you feel like they have whether or not that's actually the issue yeah that's the problem that
• 1:01:05
  they feel like they have how do you usually see a successfully splitting um ad spend and stuff
• 1:01:12
  is that typically just 50 50 you've got to consult your compliance department with with uh with
• 1:01:18
  whatever the loan shop you work i'm gonna do the rest to answer yeah that's the nice answer man
• 1:01:23
  pc yeah cool all right all right very cool all right so we are at the top of our hour here but
• 1:01:29
  i wanted to because i've been looking at this for quite a while let me set this up briefly and then
• 1:01:33
  we'll kind of close out but i've you know had other facebook people on the podcast but i've been
• 1:01:38
  watching what other you know use the term earlier gurus are doing um for face people trying to sell
• 1:01:43
  a lot of different stuff the loan officers i've you know got access to some of these courses that
• 1:01:48
  are out there and i've looked at the back end uh and man i haven't seen a lot that's good to be
• 1:01:53
  totally honest with you and i've seen loan officers just not use it so that's not necessarily a
• 1:01:58
  fault of the course but the L.O. but i mean like this is facet it's a big bear right to be able to
• 1:02:03
  take this on as well and become a facebook expert at the same time i'm like a uh mortgage loan
• 1:02:08
  originator you know that's for some people that that's asking a lot but i do believe in i always
• 1:02:13
  put trend put myself in the shoes of if i was in L.O. today originating in the streets um would
• 1:02:19
  i be investigating how do i successfully help realtors run facebook ads to generate leads for us
• 1:02:26
  yeah a hundred percent man you know i mean how do i beat zelo at its own game i want to get to
• 1:02:30
  the customer first um so you've got some ways to help out loan officers do that don't you
• 1:02:38
  we do absolutely we do we do next question
• 1:02:45
  well put it this way i think let's just be totally transparent you you you and i talked the other
• 1:02:49
  day and you were kind of corrected if i'm wrong sounds not saying this correctly rolling something
• 1:02:54
  out and maybe a beta version or just looking for like a founders group or something and you and
• 1:02:58
  i talked about like you know i've got an audience a pretty decent size audience of loan officers
• 1:03:03
  we talked about possibly looking for a handful of people maybe ten L.O.s that might be
• 1:03:08
  interested in learning how to do that right yes so you know i'm i've been a massive fan of lead
• 1:03:16
  generation for a long time uh and we've like i said redefined who we are we've gotten out of
• 1:03:20
  lead generation business and we moved into the appointment generation business and we moved
• 1:03:24
  into client generation business uh one of the things that i've i've really successfully done
• 1:03:29
  it the last several years is i've built my business by appointment only uh meaning we put out
• 1:03:35
  facebook ads we put out videos we built a brand we traded relationships and we provided people
• 1:03:40
  an opportunity to book appointments with us to learn about our company we've generated over 16
• 1:03:44
  thousand appointments in five years to grow our business and i was thinking and i was like you
• 1:03:49
  know what the greatest way for loan officers to build their business is through relationships
• 1:03:54
  with realtor partners good good relationships yeah because it's the difference between having
• 1:04:00
  uh an acquisition based business and a recurring revenue based business and what i mean by that is
• 1:04:04
  if you just want to go out there and generate leads and generate uh you know originate loans direct
• 1:04:09
  to consumer you have an acquisition based business you have to buy your customers every single month
• 1:04:14
  um on the other side of that if you want to build a recurring revenue based business you simply
• 1:04:19
  have to create relationships with realtor partners and now you've got recurring revenue you don't
• 1:04:23
  have to go buy customers all the time because your realtor partners are sending you all the the
• 1:04:28
  customers it's kind of like having a subscription based business just kind of pulling that into
• 1:04:31
  some internet marketer jargon but what i realized is like how the realtor are the most advertised to
• 1:04:40
  marketed to sold to group of people on planet earth because they are the best buyers on planet earth
• 1:04:46
  right they unfortunately like that that's that's what happened that's why they're so marketed to
• 1:04:52
  everybody always says you want to make money real estate don't say real estate just sell something
• 1:04:57
  so i was looking at that i was like how could we create a less salesy less uh hey send me your loan
• 1:05:06
  type approach to creating relationships with loan officers and realtors and i said you know why not
• 1:05:11
  just teach loan officers how to generate appointments the same way i have generated appointments
• 1:05:15
  and so yeah i mean we do uh we've been testing it for a long time in our own business and it
• 1:05:21
  works in realtors businesses it works in all types of industries um but what we're wanting to do is
• 1:05:27
  teach loan officer how to build their business by appointment only basically how to put out
• 1:05:31
  advertisements for themselves that uh kind of market their unique value proposition i.e i'm
• 1:05:38
  going to help you generate leads or i have a ton of leads that i need help working whatever
• 1:05:42
  and get realtor partners just booking time on their calendar to meet whether in a 15-minute call
• 1:05:47
  30-minute discovery call hour-long coffee session whatever that looks like but appointment
• 1:05:53
  generation is something that loan officers can do in their business every single day you're
• 1:05:58
  getting appointments anywhere from fifty dollars an appointment to a hundred and fifty dollars
• 1:06:01
  an appointment and so if your loan officer listen to this like that sounds pretty cool if you were
• 1:06:05
  to spend five hundred or so dollars a month you you're looking at generating anywhere from
• 1:06:10
  from six to ten appointments to meet with loan officers and what i have just discovered is that
• 1:06:17
  like when i focus my time on building relationships and just building relationships i don't have bad
• 1:06:24
  customers but when i spend my time on finding customers i lose all of my great relationships
• 1:06:31
  that that kind of makes any sense so if i could put a system in place that was bringing me new
• 1:06:37
  customers while i was focused on nurturing the relationships with the ones that i have i would
• 1:06:44
  probably build a much greater company i'd have a much better reputation and they have much greater
• 1:06:50
  relationships on and so forth because by by definition what you said a second ago you are a
• 1:06:58
  mortgage originator right you've got to go out and originate loans how you get paid if you're
• 1:07:03
  doing office work if you're doing loan processing if you're doing any of that back and stuff you're
• 1:07:08
  not actually doing your job you should go get a job in load processing or whatever that looks like
• 1:07:14
  stop handling your transactions that's that's one of the biggest things that you could do
• 1:07:19
  focus on originating loans and if you have five to ten realtor partners that you work with every
• 1:07:23
  month your job is just simply nurturing relationships it's not much more complicated than that
• 1:07:29
  but i'm sure if you're listening to this you would agree you've noticed times when you tried to
• 1:07:33
  focus on getting other relationships that the ones you had with your realtor partners suffered
• 1:07:39
  so this is just an attempt at seeing a problem and trying to create a solution where we could get
• 1:07:44
  our loan officers could get realtor partners booking appointments on their calendar every single
• 1:07:49
  month to meet them about you know kind of partnering up and growing in a unique way obvious
• 1:07:55
  question how do you qualify or vet agents so you don't get busy you know with bottom feeders
• 1:08:01
  yeah that's a great question so we actually we get people to fill out a 24 question kind of
• 1:08:07
  lead form they have to answer 24 questions about their business about their production about
• 1:08:11
  their goals their pain points what types of marketing they do where their struggles are
• 1:08:16
  so the appointments that we're generating are 24 question long form leads that are coming in
• 1:08:23
  about the realtor partner then we get to make a distinction like that the long form agent leads
• 1:08:28
  as we're turning the tables yeah I love it okay so there's a lot of qualifying that goes on so you
• 1:08:32
  can kind of weed those out and then they I suppose there's like a calendar integration where they're
• 1:08:37
  going to like book an appointment on your calendar yeah they would need a couple of things they
• 1:08:41
  would need a landing page they would need a calendar integration and they would need a software
• 1:08:44
  that would send out automated emails and follow-ups and stuff like that so there's a couple of things
• 1:08:49
  that the loan officer wouldn't need to really make that work successfully okay and so I back to
• 1:08:55
  like why we brought this whole thing up is if my audience knows me by now I don't you know I don't
• 1:09:00
  I don't have any outside third party sponsors for this podcast it's just me very selective about
• 1:09:05
  like if I do bring on guests right like you you know I'm trying to bring the best I can
• 1:09:11
  of high quality integrity that's the really key there and so that's why I wanted to bring you on
• 1:09:16
  and talk about that a little bit briefly and what we've agreed to do if I'm correct is while
• 1:09:21
  it's not available right now is for those that are listening and are interested in learning more
• 1:09:24
  about that about grants program for I'll summarize this you running Facebook ads to target the
• 1:09:31
  right realtors to vet them and get them to book appointments with you to learn more about helping
• 1:09:36
  them partner up and perhaps run Facebook ads that's what essentially we're proposing right yep
• 1:09:41
  appointment generation for loan officers okay so right now again it's it's not available because
• 1:09:47
  grants still you know got another kind of situation going on where we didn't want to make what
• 1:09:51
  we wanted to do is this is for if you're listening and you're interested in that I put up a
• 1:09:56
  reservation page right which is I'll put the links in the show notes but it's here's the page it's
• 1:10:00
  called get Facebook leads dot me so get Facebook leads dot me that's where you can just go right
• 1:10:06
  short little form on there who are you a little bit of a couple of questions there and then once
• 1:10:10
  this thing is ready to perhaps be reopened if you will will obviously be in touch with you and then
• 1:10:16
  we'll probably host like a discovery webinar and all that kind of jazz to answer questions and give
• 1:10:21
  you guys all the details is that a fair assessment grant absolutely sounds awesome okay cool so once
• 1:10:26
  again the link will be in the show notes get Facebook leads dot me and it sounds really interesting
• 1:10:30
  and like I said I mean if I didn't really believe that of all the people I've looked at for Facebook
• 1:10:36
  quote gurus I hate to use that word but you know what I mean right people are trying to
• 1:10:40
  schlock and sell stuff grants not trying to do that at all plus I mean the people you've worked
• 1:10:45
  within the depth and breadth of your knowledge and the fact that you've already worked with
• 1:10:49
  L.O.s doing this with real estate agents right now that's why I wanted to you know make that
• 1:10:53
  available for our listeners so appreciate that I appreciate you same here bro so listen I know
• 1:10:59
  we got to go it is a little bit late past the hour so but you know we got we got long with Facebook
• 1:11:03
  anytime wonderful content awesome insights if anybody wants to reach out to you directly how would
• 1:11:08
  they contact you that's the way to do that right now it's just going to my website like grant
• 1:11:12
  wise dot com L.I.K.E grant wise dot com from there you can see what I'm up to and you can connect
• 1:11:17
  with me on any social platform awesome we'll put that in the link in the show notes as well
• 1:11:20
  and so grant thank you for being here listeners as always we appreciate you you know what to do
• 1:11:25
  leave us some love out on the social webs if you want to leave a review we appreciate you and we
• 1:11:29
  will see you on the next one thanks for listening to mortgage marketing radio one more truth in
• 1:11:36
  mortgage marketing get more free training and resources at mortgage marketing institute dot com
• 1:11:51
  hey guys what's up real quick you've heard about the mortgage marketing pro membership before
• 1:11:54
  and I just want to quickly remind you if that you're in a place in your business where you simply
• 1:11:58
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• 1:12:03
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• 1:13:02
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