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How Real Estate Agents Can Use Data Storytelling to Show Their Value · Know Like Trust for Real Estate

0:00
[SPEAKER_01]: Helping your audience make an informed decision, they lean on you.
0:04
[SPEAKER_01]: The wheelchair to really be the expert and understand the next steps.
0:07
[SPEAKER_01]: Maybe it's highlighting how you make an impact in the area by using a better off metric, how much should we do, how well did we do it, and as anyone better off.
0:17
[SPEAKER_01]: So I think that last question is really what can resonate with in the real estate industry.
0:22
[SPEAKER_02]: Hey everyone, welcome to No Like Trust for Real Estate, where I help you craft branding and
0:30
[SPEAKER_02]: I'm Christine George and agents who work with me grow their business on average by 40% by aligning their marketing with who they are, not what they sell.
0:38
[SPEAKER_02]: Today, I'm super excited to introduce you to my guest, Whitley Crawford.
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[SPEAKER_02]: Whitley is a communication strategist who uses data to turn into stories and campaigns that drive real growth for non-profits.
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[SPEAKER_02]: And today, she's gonna tell you all about how you can take her systems and what she does for non-profits and apply it to your real estate business.
0:59
[SPEAKER_02]: Go ahead and take a listen and make sure to let me know what you think.
1:07
[SPEAKER_02]: William's so super excited to have you here today.
1:10
[SPEAKER_02]: Welcome to the No Like Trust podcast.
1:13
[SPEAKER_01]: I am so glad to be here.
1:15
[SPEAKER_01]: I've been excited about this all week, so that's fantastic.
1:18
[SPEAKER_02]: Well, as we were talking, as we were in prepping, I'm really sort of into bringing people outside of our industry, outside of the real estate industry, onto the show just because
1:31
[SPEAKER_02]: I just think it's so good to have a different perspective.
1:34
[SPEAKER_02]: And so today, I'm just going to dig right in.
1:37
[SPEAKER_02]: And on your website, you say, you're someone who's turned scattered data into stories, people actually act on, and I love that.
1:47
[SPEAKER_02]: So
1:49
[SPEAKER_02]: What got you interested in this space of turning data into stories, and what does it really, what does it all really mean?
1:58
[SPEAKER_01]: Yeah, so the way that I got into this was kind of a way for all my passions to really intersect over my career.
2:05
[SPEAKER_01]: Because I've always been kind of obsessed with big numbers, especially when I was internalism.
2:09
[SPEAKER_01]: I would always put a big number every time just lead with a big number because I was always drawn to what the number says and how it really can introduce itself.
2:17
[SPEAKER_01]: talking to different people and truly getting their feedback and hearing their perspective.
2:21
[SPEAKER_01]: I was like, wow, you guys all tell stories much better than I do because they're living in the experiences.
2:27
[SPEAKER_01]: They're able to see kind of the outcome.
2:30
[SPEAKER_01]: They're the outcome.
2:31
[SPEAKER_01]: And so being able to elevate their stories in a touch to seeing how it impacts so many people really drew it all together.
2:40
[SPEAKER_01]: And so at my current role, one thing that started was I was helping build reports for executives in and extra partners to see what a wind can look like.
2:53
[SPEAKER_01]: And from day to day lives and how it impacted and what a wind looks like to these executives and what a wind looks like to
3:00
[SPEAKER_01]: to the audience or with two of the wind looks like to the person that saw the wind and felt the wind and limb the wind.
3:06
[SPEAKER_01]: One thing that really sparked it and really put the bow on the present is there was a while I'm working at because I am now at Michaelson's line of peace.
3:16
[SPEAKER_01]: There was a project where I compare the grant dollars with the cost for learners because we give out materials so that people
3:27
[SPEAKER_01]: And we wanted to see which strategies and resources resonated with the students, and after we gathered so much feedback from educators, then we saw where we were putting our bandwidth and from what are the teams was doing versus how many learners came out of it.
3:44
[SPEAKER_01]: And we saw that where we put our energy didn't always mean that we impacted the most students and the most people.
3:50
[SPEAKER_01]: And so, after seeing the data points and seeing that one partner really did pull in so many more learners, which doesn't diminish the other partners of course, but just seeing where the energy goes, we decided to reach out to them and that even built into more partnerships, and it really did set the tone and the conversation going into it because like, hey, you're already making a great impact.
4:11
[SPEAKER_01]: Let's continue.
4:12
[SPEAKER_01]: Let's continue these ones, and
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[SPEAKER_01]: and seeing the whole package and how it tied together was awesome from every angle.
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[SPEAKER_01]: It was a win-win win-win, and it was so cool, just, it's great.
4:22
[SPEAKER_02]: And it was all based on noticing that the number, what you were noticing the numbers and looking at what you were investing in wasn't actually what was having the greatest impact.
4:32
[SPEAKER_01]: It's so interesting whenever you have a feeling by a validated whenever like oh this feels like it's a good thing happening and you look at you like oh this is much better I knew that something good was happening here, but I didn't know it was this good happening and so it's so awesome how the validated have the backing of the numbers and everything
4:49
[SPEAKER_02]: So let's talk about impact, you work in the non-profit space, and what can you say about how non-profits, I think, just do an amazing job of showing the impact of the dollars that they raise.
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[SPEAKER_02]: How can real estate agents or real estate professionals learn from how non-profits are able to show their impact?
5:13
[SPEAKER_02]: How can they learn from what you're doing at your non-profit?
5:17
[SPEAKER_01]: Yeah, so one thing that I think of what's going on not a real estate expert, helping your audience make an informed decision, they lean on you, the realtor to really be the expert and understand the next steps.
5:30
[SPEAKER_01]: So maybe it's highlighting how you make an impact in the area by using a better off metric.
5:36
[SPEAKER_01]: I don't know if you've heard of a better off metric or a RBA before, had you heard of snow?
5:41
[SPEAKER_01]: No.
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[SPEAKER_01]: So, it's a system used by some organizations, which basically ask, um, and with other parts as well, is how much should we do, how well did we do it, and as anyone better off.
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[SPEAKER_01]: So, I think that last question is really what can we resonate with in the real estate industry, because
6:03
[SPEAKER_01]: The number of houses you sell is impressive.
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[SPEAKER_01]: They are impressive and I don't want to diminish the hard work in the history and the effort that's put in.
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[SPEAKER_01]: But then I also do think that those stories and seeing if the clients love the neighborhood, seeing if they interact the year after what the name was seeing, if, for an example, if you sell to a client, they have a first generation homeowner.
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[SPEAKER_01]: and how that set up, not just them, but their entire generation's going forward to the hope to own households.
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[SPEAKER_01]: Truly, the impact from just a sell in a bottom line, to truly changing lives and impacting not just one, but huge families.
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[SPEAKER_01]: And that's something that's truly amazing.
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[SPEAKER_01]: And I think that's one place where impact can really be, not just shown, but amplified.
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[SPEAKER_02]: That's amazing.
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[SPEAKER_02]: Can you repeat that?
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[SPEAKER_01]: How much did we do?
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[SPEAKER_01]: So the questions, these are just some questions with an RBA system, which is a result based accountability, is how much should we do?
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[SPEAKER_01]: How well did we do it and is anyone better off?
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[SPEAKER_02]: How well did we do it and is anyone better off?
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[SPEAKER_02]: I love that.
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[SPEAKER_02]: What a great example for a real estate professional.
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[SPEAKER_02]: That's amazing.
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[SPEAKER_02]: So what's the process for taking a raw number and turning into a story that feels like
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[SPEAKER_02]: something.
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[SPEAKER_01]: Yeah, this was a hard question.
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[SPEAKER_01]: I wish there was a one shoe fits all, you know, kind of like the shirts that are like a side, all fits all and you, it's like this small you put it on, it stretches out.
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[SPEAKER_01]: Those shirts, I wish that that would be the answer.
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[SPEAKER_01]: It's not.
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[SPEAKER_01]: to answer your question, I'm gonna ask more questions.
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[SPEAKER_01]: And these are questions that you can kind of ask yourself.
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[SPEAKER_01]: And these questions really dive into the why.
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[SPEAKER_01]: And so one thing that people love about data is the information it tells you, and you can have all the information in the world, but why do you?
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[SPEAKER_01]: How does anyone care?
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[SPEAKER_01]: Really asking the questions like, who are we talking to?
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[SPEAKER_01]: Why should they care?
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[SPEAKER_01]: What are the main points that people bring up within the space?
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[SPEAKER_01]: So like, what do people?
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[SPEAKER_01]: What are the main questions that you keep hearing?
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[SPEAKER_01]: We are curing and reoccurring.
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[SPEAKER_01]: And then, what were you most curious about?
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[SPEAKER_01]: and what does success look like to you?
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[SPEAKER_01]: Like does a generational, the first generation house when look good to you or selling them a historic house look good to you or selling a home in a certain area?
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[SPEAKER_01]: What does success look like to you in your journey?
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[SPEAKER_01]: And so those are some starting questions I would ask and the next step would be then to define the words.
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[SPEAKER_01]: So it's so tricky to talk about numbers, data, or impact metrics and you don't show the same
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[SPEAKER_01]: For instance, my definition of a home can look different than your definition of home and the definition of home on paper.
8:52
[SPEAKER_01]: But there of course can mean different things when you're talking about them.
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[SPEAKER_01]: Like what the house, maybe a house is a home, maybe a house is just a building, maybe a house is something that doesn't have all four walls up, but it has its home possibility.
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[SPEAKER_01]: So, truly, there's different nuances and definitions in seeing what those definitions look like in the space you want to work in, like the different tones and jargand.
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[SPEAKER_01]: There's a difference between what marketing can look like in Dallas, Texas versus Seattle, Washington.
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[SPEAKER_01]: You don't want the, there's different nuances in different cultures what they need to those.
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[SPEAKER_01]: And so, defining the words that are used.
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[SPEAKER_01]: And then one final thing is figuring out a formula that helps speak to those numbers.
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[SPEAKER_01]: I always try to say, try to explain it like one plus one equals two.
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[SPEAKER_01]: All metrics, burying, I think I've had one metric ever, since I've seen a metric fit into that.
9:45
[SPEAKER_01]: Or, fickly, yeah.
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[SPEAKER_01]: But it's okay, it's something to get a kind of guide to and get to, because if you're able to explain a number very much so surface level, then that sparks the conversation.
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[SPEAKER_01]: The numbers shouldn't tell the complete story, but they can start the conversation.
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[SPEAKER_02]: interesting.
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[SPEAKER_02]: Okay, so can you give us an example in your experience where a data point or an equation, a one plus one equals two, changed how people saw a program or a person?
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[SPEAKER_02]: Like can you give us an example of how data when it's explained the right way, told a story about a program?
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[SPEAKER_01]: Yeah, so I can go back to the example that kind of sparked the kind of time to bow along with the partnership within the intellectual property initiative under Michael Sin.
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[SPEAKER_01]: We built a dashboard that shows the cost of the learner for each grain partnership.
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[SPEAKER_01]: And this helped us see the effort and the dollars like the cost of the learner versus just the learners in the cost to teach like the person about I can eat.
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[SPEAKER_01]: If one person teaches another person it's still on and so on, it's so the after effects of, oh, we taught this one person and did they have the confidence and courage to continue talking to others.
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[SPEAKER_01]: The data point that really it's little five, the feeling that we had was that one of our longest partners and it's a partner that, oh, we just have them, we know they're great, they're good.
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[SPEAKER_01]: They've reached over 70,000 learners.
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[SPEAKER_01]: And that's in comparison to maybe two or three thousand learners from other partners.
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[SPEAKER_01]: Maybe still for 70,000.
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[SPEAKER_01]: And then their cost per learner was about $2 per learner.
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[SPEAKER_01]: In contrast, other learners like other partners, cost per learners were about $50 to $200.
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[SPEAKER_01]: And so it's right, so more people and less cost to reach those learners, which is fantastic.
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[SPEAKER_01]: Those are more people that are able to be influenced.
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[SPEAKER_01]: This partnership we have always had them, but we decided to meet with them again, and we showed that data to them and let them know, hey, did you know that us just being together in this stagnant partnership, I won't say stagnant, but and as continuous partnership that we've had,
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[SPEAKER_01]: has reached so many learners.
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[SPEAKER_01]: Think about what we can do and whatever we continue to really check our initiatives and see where we're able to realign and see we're able to really ideate more.
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[SPEAKER_01]: And so that really set the tone of more conversations and we have more programs coming out of it.
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[SPEAKER_01]: And the conversation going into it was just so high energy.
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[SPEAKER_01]: Every time we meet now, we see the potential and there's so much high energy and more
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[SPEAKER_01]: for projects.
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[SPEAKER_02]: That's amazing.
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[SPEAKER_02]: I'm curious.
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[SPEAKER_02]: What was the cause of such a huge increase in that partner versus others?
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[SPEAKER_01]: So it's so interesting because it was the audience that they had because we were trying out different audiences and their audience was the bread and butter of people that react to our materials because we did do a different like it's what then certain colleges and in different areas.
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[SPEAKER_01]: So it was truly that perfect storm of like, oh, wouldn't even notice that these people really react to our materials as much.
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[SPEAKER_01]: So it was truly that perfect storm.
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14:38
[SPEAKER_02]: interesting.
14:39
[SPEAKER_02]: Okay, so let's take that to a real estate professionals world.
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[SPEAKER_02]: Every agent essentially has access to the same market data.
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[SPEAKER_02]: It's available to them.
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[SPEAKER_02]: They can tell you for Austin, Texas, how many units were sold, what the list of sale price ratio was, how much inventory there was, how many days to offer there were.
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[SPEAKER_02]: And real estate is very hyperlocal, local.
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[SPEAKER_02]: So even within,
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[SPEAKER_02]: neighborhoods that have their own story about what the price points are, whether it's growing, how fast it's growing, all of those things.
15:18
[SPEAKER_02]: How can an agent use market data to differentiate themselves?
15:25
[SPEAKER_01]: every agent has their own personality.
15:28
[SPEAKER_01]: I don't know why I said I think, I know every agent has their own personality.
15:32
[SPEAKER_01]: And they have their own thing about them that a client wants to work with them for a reason.
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[SPEAKER_01]: It's not always like those agents to choose from, there's always competition, but the client chose you for a reason.
15:44
[SPEAKER_01]: And so finding what the unique thing about you, that builds trust, for instance, if you're someone that's really loves the historical homes,
15:55
[SPEAKER_01]: And you're able to find information about historical homes and really are able to connect with that information.
16:02
[SPEAKER_01]: Then that's the data that you're able to pull from.
16:04
[SPEAKER_01]: That's what we're really able to share with the clients.
16:07
[SPEAKER_01]: And really it makes you differentiate between just all the other numbers, all the everything else.
16:16
[SPEAKER_01]: It makes you different because the clients are choosing for that specific purpose.
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[SPEAKER_01]: And I do think the opportunity to make the data more useful is not just more interesting.
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[SPEAKER_01]: It's useful to add it.
16:26
[SPEAKER_01]: It's something that can be applied.
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[SPEAKER_01]: I don't know if I like the way I answered that one.
16:30
[SPEAKER_02]: But we're talking about it.
16:32
[SPEAKER_02]: What you're saying essentially is like, I like how you start everybody as their own unique personality.
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[SPEAKER_02]: And so,
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[SPEAKER_02]: I hear that to mean like they have their own spin on the data.
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[SPEAKER_02]: So they and not spin like like let's not tell the truth, but spin like what that story means to them.
16:53
[SPEAKER_02]: They're opinion, right?
16:55
[SPEAKER_02]: And so it's
16:58
[SPEAKER_02]: My opinion about a certain neighborhood in Austin, Texas as a Gen Xer is going to be different from, you know, a millennial's opinion of that same neighborhood.
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[SPEAKER_02]: It's based on your lifestyle, it's based on your personality, it's based on what interests you have that I think is going to
17:25
[SPEAKER_02]: as, you know, you're competitive next, next door.
17:27
[SPEAKER_01]: Yeah, right.
17:29
[SPEAKER_01]: Yeah, you said it beautifully.
17:31
[SPEAKER_01]: That was perfect because you truly, if you're not able to connect with the numbers on the data that you have, then how do you tell the story?
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[SPEAKER_01]: If it just looks like numbers to you, then you're just going to be saying numbers when you say it.
17:42
[SPEAKER_02]: Let's talk about video invisibility.
17:44
[SPEAKER_02]: This is a thing that I think a lot of agents get spooked.
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[SPEAKER_02]: You produced sizzle reels that high-lighted educators and partners' voices.
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[SPEAKER_02]: Why is letting other people tell your story so powerful?
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[SPEAKER_02]: And how can a real estate professional apply that with past clients?
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[SPEAKER_01]: Um, so it's so funny because we were just talking about credibility on the last podcast over your own.
18:06
[SPEAKER_01]: Yes.
18:07
[SPEAKER_01]: We were one thing that we did talk about is how other people have way more credibility when they're telling your story than if you tell your own story.
18:18
[SPEAKER_01]: If someone says you're great, but if I'm saying I'm great, then one sounds good.
18:24
[SPEAKER_01]: One sounds really bragging.
18:27
[SPEAKER_01]: you follow yourself.
18:28
[SPEAKER_01]: So, and so, every getting people who worked with you to share what you've done carries way more weight than you sharing your own accolades over and it could ever could.
18:42
[SPEAKER_01]: And so, in accordance with referrals and letting your audience speak to your audience about sharing
18:50
[SPEAKER_01]: about sharing their experience.
18:51
[SPEAKER_01]: So let the audience that from your clients speak to your audience, let the audience speak to audience.
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[SPEAKER_01]: They know, yes, they want to say what to say.
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[SPEAKER_01]: And I don't want to hear from people that are within my circles in my space.
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[SPEAKER_01]: If an outsider comes out, you're like, they don't know.
19:07
[SPEAKER_01]: They don't understand.
19:08
[SPEAKER_01]: But there's someone that's in my space now, and I'm like, oh, yeah, they get it.
19:12
[SPEAKER_01]: They're going to be able to use the jargon, the nuances, they're going to be able to talk the same language.
19:19
[SPEAKER_01]: I'm always about language, talking the same language.
19:22
[SPEAKER_02]: So what makes a testimonial video feel authentic or real versus staged?
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[SPEAKER_02]: Because I know a lot of the clients and a lot of the real estate professionals I talk to, they're worried that a client's testimonial is going to come off as a staged testimonial.
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[SPEAKER_02]: How do you make it come off real?
19:41
[SPEAKER_01]: So one example that I have is from a sizzle reel.
19:44
[SPEAKER_01]: I can get back to ground on that project.
19:46
[SPEAKER_01]: So we gave Kate 12 teachers into lecture property material to teach the students throughout the school year.
19:54
[SPEAKER_01]: And at the end of the year, I did a simple interview with a few questions.
19:59
[SPEAKER_01]: And the interview wasn't anything too crazy.
20:01
[SPEAKER_01]: I asked five questions that I just let them talk.
20:04
[SPEAKER_01]: It's great because I'm talkative and so then I just end up talking and I'm like, oh yeah, here's the next question.
20:09
[SPEAKER_01]: So work so great.
20:11
[SPEAKER_01]: One thing that I say from the interview that really did help elevate is that you're able to share things that we're not able to be written out or typed out from a final report.
20:20
[SPEAKER_01]: They're able to really share those.
20:23
[SPEAKER_01]: and share those experiences as I read in it, and that's from letting them talk.
20:27
[SPEAKER_01]: Truly let them talk.
20:28
[SPEAKER_01]: I know that you do want to frame the questions, you only want to get the good sound bites, but you are ultimately in control of what the end product looks like, but if it looks too curated, people will know, as you said.
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[SPEAKER_01]: And luckily, there's something within social and commercialization, any advertising anything, is everything seems too curated, perfect.
20:51
[SPEAKER_01]: everything seems just overly styled.
20:55
[SPEAKER_01]: And we need more authenticity.
20:58
[SPEAKER_01]: I know that words just overused, but truly more human.
21:04
[SPEAKER_01]: And letting people really just
21:08
[SPEAKER_01]: share their experience the good, the bad, all of it.
21:11
[SPEAKER_01]: Let them tell you what the process of working with you was like.
21:16
[SPEAKER_01]: Yeah.
21:16
[SPEAKER_01]: Some start to finish.
21:17
[SPEAKER_01]: Like how do they find you?
21:18
[SPEAKER_01]: What did they not like working with you?
21:20
[SPEAKER_01]: What did they like?
21:21
[SPEAKER_01]: Because no matter what, the information, it still gives you data to know what you can work on, what doesn't resonate, what did resonate, and also it builds up that report.
21:31
[SPEAKER_01]: the good things that the client says, you can use them.
21:33
[SPEAKER_01]: And the professor for us too, if working with a real estate agent after the closing, you're like, oh, that was, that was a lot.
21:40
[SPEAKER_01]: That's a stressful, but you helped me with this one thing.
21:42
[SPEAKER_01]: But you thought was something that wasn't even, you're like, this doesn't, with everyone I do this with.
21:47
[SPEAKER_01]: No, turn it to be a huge thing.
21:48
[SPEAKER_01]: Those stories, which just letting them talk with one, two, three.
21:53
[SPEAKER_01]: It's like questions, tops.
21:55
[SPEAKER_02]: And then go in and find your sound bites.
21:57
[SPEAKER_02]: So let's talk about dashboards, because you love to create dashboards.
22:01
[SPEAKER_02]: You create a lot of automated dashboards, it's intimidating, I think, for some of us.
22:06
[SPEAKER_02]: So for a solo real estate professional who feels like intimidated or buried in spreadsheets, what can you recommend is the simplest system that they can set up to evaluate their business or try to understand what's working in their business?
22:21
[SPEAKER_01]: want to re-first start off with a CRM, maybe you do the one that's free and you get the limit.
22:26
[SPEAKER_01]: And then maybe you're like, well, I'll just do another one.
22:28
[SPEAKER_01]: So I think people will come to three or you might expand.
22:30
[SPEAKER_01]: I've seen someone that had three different CRMs with three different companies.
22:34
[SPEAKER_01]: Number one, find one system and have one spreadsheet, narrow it down, put them down, condense them, put them in one spreadsheet and one CRM.
22:42
[SPEAKER_01]: Also see how much you're going back and for.
22:44
[SPEAKER_01]: Maybe one weekend or whenever you want the next client that you have, you just make a note, you're like, I'm going back and forth a lot, whenever I have the information on the spreadsheet that could live the messiering.
22:55
[SPEAKER_01]: Maybe you have 45 sticky notes and you print everything out, you don't need everything printed out, it could just go on the spreadsheet.
23:01
[SPEAKER_01]: Audit, a process that you have, just see what the process is that you have.
23:05
[SPEAKER_01]: And then see what you like doing and don't like doing.
23:08
[SPEAKER_01]: If you don't like doing something, you're not going to do it.
23:09
[SPEAKER_01]: You're going to find something to do it as quick as possible.
23:12
[SPEAKER_01]: It's sticking out there as done.
23:13
[SPEAKER_01]: Utilize AI and see how it's able to make a process easier.
23:18
[SPEAKER_01]: See where it's able to fill in the smaller steps and the gaps.
23:21
[SPEAKER_01]: The things that you don't like, there were redundancies.
23:24
[SPEAKER_01]: See how it's able to really help out.
23:26
[SPEAKER_01]: Maybe it followed emails or templates.
23:28
[SPEAKER_01]: Just take one weekend and just write and see your process.
23:32
[SPEAKER_01]: Let's go back for an example, for a second.
23:35
[SPEAKER_01]: What is your definition of a dashboard?
23:38
[SPEAKER_01]: My dashboard is data visualization, so basically charts, spreadsheets, or something, so that the data that you have and information that you have is easy to glance at.
23:51
[SPEAKER_02]: The first thing you need to do when building a dashboard then is to figure out what you want to see in the dashboard, right?
23:58
[SPEAKER_01]: Yeah.
23:59
[SPEAKER_01]: Okay.
23:59
[SPEAKER_01]: So how do you figure that out?
24:01
[SPEAKER_01]: If someone's going to ask you something like, oh, how many clients have you closed?
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[SPEAKER_01]: And you're like, oh, I have to find it really quick.
24:07
[SPEAKER_01]: Being with another dashboard.
24:08
[SPEAKER_01]: So the basic three questions that you get asked all the times, or you find yourself finding looking for all the time.
24:14
[SPEAKER_01]: Those are the things.
24:15
[SPEAKER_01]: And always start with, don't start with, I want 80 things on the dashboard.
24:21
[SPEAKER_01]: And so just start with one, two or three points and things that you find yourself always going back to and always referring to.
24:29
[SPEAKER_02]: So let's just say three to five data points and then where do you actually build a dashboard?
24:37
[SPEAKER_01]: Right now, we're using a system I've used one in Tableau before.
24:42
[SPEAKER_01]: I've built one in Google Sheets, I've built many in Google Sheets, actually.
24:45
[SPEAKER_01]: I know if you want to be press conscious and if you already have things that live in Sheets, then you can build something in Google Sheets where it automatically updates.
24:54
[SPEAKER_01]: And whenever you put in a can connect to a CRM, whether it's house card or a sales force or whatever you'll use, it automatically connects.
25:03
[SPEAKER_01]: and it automatically visualize what you need and what you're looking for.
25:08
[SPEAKER_02]: So Google Sheets will actually bring in the data from like HubSpot or whatever your CRM is.
25:15
[SPEAKER_01]: It's just the right extensions.
25:17
[SPEAKER_02]: Yeah.
25:17
[SPEAKER_02]: Or even if you just use Google Sheets, like it'll just take the information from the rest of the workbook.
25:23
[SPEAKER_02]: Okay.
25:23
[SPEAKER_02]: So then how do you actually build it?
25:26
[SPEAKER_01]: How do you like to look at data?
25:29
[SPEAKER_01]: I love to see bar charts.
25:32
[SPEAKER_01]: I most of my dashboards are bar charts, and then comparative numbers.
25:38
[SPEAKER_01]: So I always do like before and after.
25:40
[SPEAKER_01]: So I'll do it before and after before and after.
25:42
[SPEAKER_01]: How many consultations or how many meetings you have, let's say, in different seasons, because you want to see a busy fall season, summer season, winter season, like, once the busiest time, maybe you feel like you're busy from the summer, but actually you're busy from the fall.
25:59
[SPEAKER_01]: or you close more in the summer or you close more in the winter.
26:03
[SPEAKER_01]: So I would go in in the different stages that you have each of your clients, but it's gonna see our Emma through your spreadsheet, and you can set up a pivot table where it's each of the clients' names, or the information that you have, the date that you had the consultation in another column, the date that you had the paperwork signs, the closing, maybe if there's anything any other fertile
26:28
[SPEAKER_01]: and the actual handed keys, and maybe even a follow-up column as well, to see how often you follow-up with your clients or interesting.
26:38
[SPEAKER_01]: Tell a story as well.
26:38
[SPEAKER_01]: How many of your clients respond to you whenever you reach out to them again in your any year?
26:42
[SPEAKER_01]: It doesn't.
26:43
[SPEAKER_01]: None of your clients want to do with you after you hand them the keys and that also tells the story.
26:47
[SPEAKER_02]: Yeah, exactly, right?
26:49
[SPEAKER_02]: Yeah, and if you aren't following up, and then a few years later you've find out that that
26:55
[SPEAKER_02]: client hired a different real estate agent then you know why because you didn't ever follow up, right?
27:00
[SPEAKER_01]: Yeah.
27:02
[SPEAKER_01]: And you can put them all on a bar chart or even kind of a timeline so you can see, um, oh, I thought it was every one of our talk to someone for a year of a my clothes, but maybe it's every 16 months, maybe your cycles really longer house, you need more lead time and that's just the way you work for that's just the way that
27:22
[SPEAKER_01]: the suburb and Dallas Texas sports, maybe they just move slower compared to Los Angeles.
27:27
[SPEAKER_01]: So you can really see the different, the different that is super cool.
27:31
[SPEAKER_02]: And then of course, then you take those and you can start to create a story around, you know, where you need to focus in your business.
27:38
[SPEAKER_02]: I love that.
27:39
[SPEAKER_02]: Okay, let's talk about AI because you mentioned AI what part does AI play for you when you set up your dashboards and start to, you know, automate systems it helps me with a couple things.
27:51
[SPEAKER_01]: Number one is just double checking the process that I have because sometimes I like to.
27:58
[SPEAKER_01]: One thing during my process is I always over-complicate and then I simplify it.
28:02
[SPEAKER_01]: I'll usually work with my teammates to really just to mall it through in brainstorm, but the actual setting up automations, I'll use AI to help out with that.
28:14
[SPEAKER_01]: For instance, with connecting, like we use a sauna or we'll use HubSpot and having it connect to Google Sheets and making sure that it's actually connecting, right?
28:26
[SPEAKER_01]: And then also with data cleanup, because you can get historical data to see like how prices in the housing market has changed, or how many patents have been created for an age group or something in that money and it's even historical data and from reports.
28:41
[SPEAKER_01]: It's a lot of numbers.
28:42
[SPEAKER_01]: It's a lot of data.
28:43
[SPEAKER_01]: It's just a bucket of information and numbers in helping to really clean up that information.
28:48
[SPEAKER_01]: One thing I would say with using AI as a tool
28:53
[SPEAKER_01]: It is not a magic fix-all, respecting the tool and then also understanding the restrictions within the account for AI.
29:03
[SPEAKER_01]: So for instance, checking the privacy settings for like the specific account, how long the information is retained, who can access it, and rather it's used for AI to train other AI models.
29:14
[SPEAKER_01]: There's an actual setting in cloud and charging between complexity that you have to turn off.
29:20
[SPEAKER_01]: because I do do a proprietary information and show real tools do as well, names, addresses, information.
29:27
[SPEAKER_01]: And so research and see whatever tool you're using with NGM and I or whatever you're using makes sure that you have the right account so that the private information stays private.
29:39
[SPEAKER_01]: Or just leaving the information out, one thing that I love doing.
29:42
[SPEAKER_01]: And this I'll use AI to do this is to create a unique ID
29:49
[SPEAKER_02]: So then it just has a unique idea that's able to wrap that that's going that extra stuff.
29:54
[SPEAKER_02]: I love it.
29:55
[SPEAKER_02]: That is great for an agent.
29:57
[SPEAKER_02]: It was listening right now.
29:58
[SPEAKER_02]: If there's one thing you could recommend they do to start communicating their value more clearly through data.
30:05
[SPEAKER_02]: What would it be?
30:06
[SPEAKER_01]: I would say find a past client in a listen to the story.
30:10
[SPEAKER_01]: Um, what is the client trying to, what did they want to accomplish?
30:13
[SPEAKER_01]: Do they able to accomplish it and really get that qualitative data?
30:16
[SPEAKER_01]: I know I would talk about quantitative data and a little bit of qualitative, but the qualitative they're experienced because there is data in that.
30:23
[SPEAKER_01]: Yeah.
30:24
[SPEAKER_01]: So reach out to those clients again, see what they are and see what their experience is like.
30:30
[SPEAKER_01]: And then that's your story, your story's in there.
30:32
[SPEAKER_01]: So take time to hear the story, even the gaps, and even the part that you didn't do perfect, their story, that's where the data lies for you.
30:41
[SPEAKER_02]: Yeah, and that's where the magic is, I think, too.
30:43
[SPEAKER_02]: Ooh.
30:43
[SPEAKER_02]: Yeah.
30:46
[SPEAKER_01]: Where can people find you?
30:47
[SPEAKER_01]: You can sign me on LinkedIn on Whitley Crawford or Whitley Crawford.com.
30:53
[SPEAKER_01]: W-H-I-T-H-L-C-Y-C-R-A-W-F-O-R-D.C-O-N.
31:00
[SPEAKER_02]: Awesome.
31:00
[SPEAKER_02]: Well, this has been amazing.
31:01
[SPEAKER_02]: Thank you so much for joining us today.
31:04
[SPEAKER_01]: Of course, this has been fun, and I'm so happy that I was able to really hopefully share information that Billy does help others in getting this perspective.
31:13
[SPEAKER_01]: This was great time.
31:17
[SPEAKER_02]: But thanks so much for listening.
31:18
[SPEAKER_02]: If you liked our conversation today, I would love it if you would share it with a friend.
31:22
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31:27
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31:32
[SPEAKER_02]: Sign up for our newsletter, the sun beam, go to postememecreative.com and sign up.
31:36
[SPEAKER_02]: I'm Christine George and you're listening to No Like Trust for Real Estate.