Latest / Massive Agent Podcast / Simple Events that Produce Leads w/ Kristen Cantrell

Transcript

Simple Events that Produce Leads w/ Kristen Cantrell · Massive Agent Podcast

0:00
SPEAKER_02: This week, you're going to hear some great cheap codes and hacks for building community and doing great inexpensive local events.
0:08
SPEAKER_02: These events and these communities will get you actual business, actual buyers and sellers.
0:12
SPEAKER_02: And you're going to hear exactly how to do that from today's guest, Kristen Cantrell.
0:16
SPEAKER_02: Let's go.
0:43
SPEAKER_02: What's up, guys?
0:44
SPEAKER_02: Welcome to episode 333 of the Massive Age podcast.
0:47
SPEAKER_02: I'm your host, Dustin Broome here in Salt Lake City, Utah, where on freaking Cinco de Mayo, it snowed three inches.
0:55
SPEAKER_02: Yeah, uh, Cinco de Mayo, snow three inches.
0:58
SPEAKER_02: My daughter was outside in her snow clothes, and we had a snowball fight.
1:01
SPEAKER_02: It was fantastic and pissed me off all at the same time.
1:05
SPEAKER_02: Here we are.
1:05
SPEAKER_02: Hope you guys are nice and warm at wherever you're at.
1:08
SPEAKER_02: Welcome to the show this week.
1:09
SPEAKER_02: We have Kristen Cantrell, the founder of Connect and Cultivate, the uh host of Moms in Real Estate, the Moms in Real Estate podcast, and um the founder of the Moms in Real Estate Facebook community with 22,000 members.
1:24
SPEAKER_02: Kristen knows how to build community and she knows how to do a ton of events through Connect and Cultivate and Moms in Real Estate.
1:31
SPEAKER_02: So she's going to be sharing how so many agents grew up doing events, like trying to overdo it, make it too complicated, make it too expensive.
1:40
SPEAKER_02: She has some great tips on how to keep it cheap or free, how to get sponsors, how to get uh butts in the seats, and then how to get business from those events and from the community that you're building.
1:51
SPEAKER_02: She also has a big announcement for you today that if you know Kristen may shock you a little bit.
1:56
SPEAKER_02: But uh this is one hell of an episode today.
1:58
SPEAKER_02: I'm really excited to get into it with Kristen Cantrell.
2:00
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2:09
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2:17
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2:29
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2:49
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2:51
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2:58
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3:02
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3:27
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3:30
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3:32
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3:36
SPEAKER_02: Let's jump into the show today with Kristen Cantrell.
3:39
SPEAKER_02: If you if you know of Connect and Cultivate, you know what an incredible branding expert she is, social media content creator, but she is a community builder.
3:49
SPEAKER_02: I mean, you can't build a Facebook group with 22,000 members, which is moms in real estate, uh, if you don't know what you're doing and if you don't have a very clear blueprint on what that is.
3:59
SPEAKER_02: But her Connect and Cultivate uh business is fairly new, but it's absolutely taking the country by storm.
4:06
SPEAKER_02: So uh you're gonna love this one.
4:07
SPEAKER_02: A lot of great tips today with Kristen Cantrell.
4:10
SPEAKER_02: Let's go.
4:11
SPEAKER_02: What's up, guys?
4:12
SPEAKER_02: I'm here with Kristen Cantrell, the founder of Connect and Cultivate from Gilbert, Arizona.
4:17
SPEAKER_02: Kristen, welcome to the Massive Agent Podcast.
4:20
SPEAKER_00: Thank you.
4:20
SPEAKER_00: So excited to be here.
4:22
SPEAKER_02: Absolutely.
4:22
SPEAKER_02: I'm excited to have you here.
4:24
SPEAKER_02: I mean, you and I have been working together a lot recently, which is part of an announcement that you have here for us soon.
4:30
SPEAKER_02: But uh I I've been very impressed with what you've done as far as building community, building brand.
4:37
SPEAKER_02: You um is everything you do is just so well done.
4:41
SPEAKER_02: And so, like, I'm taking notes, especially with uh what the 22,000 member moms in real estate Facebook group.
4:48
SPEAKER_02: That's that's no joke.
4:50
SPEAKER_02: How did that come about?
4:52
SPEAKER_00: Oh, well, okay, so the moms in real estate Facebook group, well, what's kind of crazy is um moms in real estate has been around for a long time.
4:59
SPEAKER_00: Um, you know, it was when my my second son was born.
5:02
SPEAKER_00: So I had a one-year-old and a newborn, and I was like, I've got to figure out a way to get in front of people like my people, you know, and so I was like, what better way to do it than um create a space for that?
5:14
SPEAKER_00: And so moms in real estate was born, and we had a Facebook group, but all we did was post like the latest episodes in there.
5:22
SPEAKER_00: And what happened was I it grew to 3,400 people, and then I met Randy, um who's a team leader out of Nevada, and she is like, that's her like her bread and butter is building Facebook groups, and she's like, hey, I really want to like I like your brand.
5:40
SPEAKER_00: I would love to be able to be a part of that.
5:42
SPEAKER_00: And I was like, yeah, absolutely.
5:43
SPEAKER_00: Like we got to know her, I really liked her, and she came in and we started being active in there, and it went from 3,400 to like I think it's a 22,000 today, and that's within like probably six months.
5:56
SPEAKER_00: Um, and so I think it's really like just the the name and being active in there, it started popping up on everybody's suggested Facebook groups, and it just blew the heck up.
6:07
SPEAKER_02: So, what do you focus on to grow a group that fast?
6:10
SPEAKER_02: Like, is it is there a certain formula to it?
6:12
SPEAKER_02: Because I know there's a lot of agents that have local little groups, but you know, they're very small, very niche, and it takes a lot of work, right?
6:21
SPEAKER_00: Oh my gosh, it's so much work.
6:23
SPEAKER_00: Like I couldn't, and and honestly, this is probably a better question for Randy than me.
6:27
SPEAKER_00: Like, I think the biggest thing that I have noticed is showing up on a regular basis, engaging in comments.
6:34
SPEAKER_00: It's like, you know, we were time for me, like I never was in there, so I had to like intentionally time block to go in every morning, afternoon, and night and start liking and commenting stuff while it was growing like that.
6:45
SPEAKER_00: Um, but now it's like they just all post and talk to each other, and it's so positive and it's a great environment.
6:52
SPEAKER_02: Did you have to jumpstart that in the beginning?
6:55
SPEAKER_02: Like, did you, did you and Randy have to post a lot just to start, to start it going?
7:00
SPEAKER_02: And then eventually people felt comfortable enough to to post how it worked?
7:06
SPEAKER_00: Yeah, I think so for sure.
7:08
SPEAKER_00: And like making sure people knew it was like a safe spot and that there wasn't judgment and there wasn't going to be negativity.
7:14
SPEAKER_00: Um, but yeah, we were posting regularly and then we would welcome everybody as they came in and tag them.
7:19
SPEAKER_00: Um, and also one of the questions when they come in is like, do they know somebody that they could?
7:25
SPEAKER_00: I think it's something like uh invite a something about inviting a friend.
7:29
SPEAKER_00: And I feel like that has been a big thing that has added people too.
7:32
SPEAKER_02: So the inviting people is great because you know, you could invite everybody, but if you have everyone else inviting someone too, it can just grow exponentially.
7:40
SPEAKER_02: So how do you cultivate that?
7:42
SPEAKER_02: How do you uh is it part of the the joining process or how do you get people to invite others?
7:47
SPEAKER_00: Yeah, it's part of the joining process.
7:50
SPEAKER_00: Um, and another thing is like we'll do giveaways in there too, where people are tagging, um tagging friends and um following each other and all that kind of stuff, and that seemed to help the growth as well.
8:00
SPEAKER_02: That's awesome.
8:01
SPEAKER_02: I mean, it whatever you guys have done obviously works to build such a huge community.
8:07
SPEAKER_02: And uh obviously, if you're not really needing to be in there making posts just to get it going, everybody feels like it's part of their that it's their community now.
8:18
SPEAKER_02: So that speaks volumes about that.
8:19
SPEAKER_02: And um, so that's super cool.
8:21
SPEAKER_00: Well, the other thing too is like I I really want to stress this is you know, this community has been around for eight years.
8:29
SPEAKER_00: So it's not like it happened overnight.
8:31
SPEAKER_00: I have showed up consistently for this community every single week.
8:35
SPEAKER_00: Um, so definitely like putting in that legwork is so important and showing up.
8:41
SPEAKER_00: I know a lot of people um think that it's an overnight success, but absolutely not.
8:47
SPEAKER_02: Yeah, uh, there's all sorts of it wouldn't it be nice if you could just start a Facebook group today with no brand, no, no existing audience, no connections, and just blow it up into this big thing and monetize it like some dick on TikTok would would suggest as possible.
9:03
SPEAKER_00: Yeah, I have not I have not gotten the pleasure of having something happen so quickly.
9:09
SPEAKER_02: I appreciate that dose of reality.
9:11
SPEAKER_02: So eight years.
9:11
SPEAKER_02: I mean, that's a that's a lot of consistency.
9:13
SPEAKER_02: And so you started with the moms in real estate podcast, right?
9:16
SPEAKER_00: Yeah, we had the podcast.
9:18
SPEAKER_00: We actually started as a morning show, and um we would have people come in and um we would do themes each week and we'd have like our coffee mugs and we made it very like talk show-ish.
9:28
SPEAKER_00: And then we moved to a podcast because we grew locally, but we had people nationwide that wanted to um be involved, and so we had to move platforms.
9:37
SPEAKER_02: Okay, it was actually on the radio in the mornings.
9:40
SPEAKER_00: No, not the actual radio.
9:42
SPEAKER_00: Like we would just film it and like put it out there, and um, but we would have like in person like round tables and we'd have a couch and stuff.
9:49
SPEAKER_02: Okay.
9:50
SPEAKER_02: So how did you distribute that?
9:51
SPEAKER_02: What was that uh just like on social media?
9:54
SPEAKER_00: Yeah, just all through um our social media channels.
9:57
SPEAKER_00: So mostly like Facebook, probably at the time.
10:00
SPEAKER_02: Interesting.
10:02
SPEAKER_02: Okay.
10:03
SPEAKER_02: So so you've pivoted, and and I'm sure you've pivoted a lot over eight years.
10:07
SPEAKER_00: Oh yeah.
10:09
SPEAKER_02: Yeah.
10:10
SPEAKER_02: Awesome.
10:10
SPEAKER_02: So to tell us about something that I've been most impressed about with what you've built is this Connect and Cultivate brand.
10:19
SPEAKER_02: And it's a super interesting business model, but it especially locally, like I'm realizing everybody recognizes this brand.
10:27
SPEAKER_02: They want to be connected to it somehow.
10:29
SPEAKER_02: What is Connect and Cultivate?
10:32
SPEAKER_00: So Connect and Cultivate is um a business that is for entrepreneurs to like I basically curate these spaces where I bring entrepreneurs in to help them grow in their business and in their relationships.
10:45
SPEAKER_00: Um, it's actually four pillars.
10:46
SPEAKER_00: So it's business, money mindset, um, community, and then the other part is health and wellness.
10:52
SPEAKER_00: So um curating spaces consistently for people to show up and um to be in community and to grow.
10:59
SPEAKER_00: Um, I started it in the real estate industry probably two and a half, three years ago.
11:05
SPEAKER_00: And um I grew it within, I was at EXP Realty.
11:08
SPEAKER_00: And so it was really like I was trying to figure out how to identify my value proposition.
11:13
SPEAKER_00: And one thing that I've always been really good at, um, I was the I was a recruiter and um at an indie brokerage here in Gilbert, Arizona.
11:21
SPEAKER_00: And one of the things I got really good at was creating um an environment for attraction and then the retention piece, making sure people felt like they were a part of something when they came to it.
11:33
SPEAKER_00: So when I was at EXP, when I identified my value proposition, um, I I really like connect and cultivate was it.
11:40
SPEAKER_00: And so I just created this brand where people felt included and really good, and it was kind of like a BI without the like douchhiness of a of a B and I and the salesy like networking fill.
11:54
SPEAKER_00: It was more like it was really like fun and um engaging.
11:58
SPEAKER_00: And so I did that, and what happened was I had um I had people that were outside of EXP, I had people like at other brokerages or other downlines, and they wanted to be a part of it.
12:09
SPEAKER_00: So um, and then I started having other entrepreneurs that wanted to be part of it.
12:12
SPEAKER_00: So I pivoted big time um with that and I opened it up to everybody, which I um I love because my tagline is you can sit with us, um, and just really grew it to where there was multiple um income streams within that specific business.
12:27
SPEAKER_00: And then most recently, um, I've had a lot of people that want to build communities like Connect and Cultivate that are in other cities.
12:34
SPEAKER_00: I had people tell me nonstop, I wish there was a connect and cultivate where I'm at.
12:38
SPEAKER_00: So finally um I decided to uh franchise, I call it my business in a box, where I packaged everything up on how to go build your local community uh with the Connect and Cultivate brand.
12:49
SPEAKER_00: And I launched that in February of 2024, and now we're kind of growing all over the place.
12:55
SPEAKER_00: So it's been freaking awesome.
12:57
SPEAKER_00: Like one of my favorite things I've ever done.
12:59
SPEAKER_02: And this is where you'll have chapter leaders that represent Connect and Cultivate, but in their specific market, like Columbus, Ohio, right?
13:07
SPEAKER_00: Yeah, we were just, I just was in Columbus, Ohio for my friend Megan Bell, who's a chapter leader.
13:12
SPEAKER_00: She just launched her chapter.
13:13
SPEAKER_00: I have Cleveland, I have Boise.
13:16
SPEAKER_00: I mean, I have them all over right now.
13:18
SPEAKER_00: And I have appointments all week with women that are building communities that are like looking to specifically build the connect and cultivate like vibe in their local area.
13:28
SPEAKER_02: I think that's so, so cool.
13:30
SPEAKER_02: And obviously it's been wanted because if you've grown that fast in what three months, like two full months is all it's been.
13:40
SPEAKER_02: Uh so uh as far as brand, as far as community building, right?
13:46
SPEAKER_02: Agents need to do this in their own way at a local level, or else no one knows who the hell they are, right?
13:51
SPEAKER_02: That they're just like a name with the brokerage and you're just another one.
13:55
SPEAKER_02: So, what are some of the things that you teach your your members, your chapter leaders?
14:00
SPEAKER_02: What what do your chapter leaders teach to help build community?
14:04
SPEAKER_02: What are some of those main main um pillars that you guys that you guys teach?
14:09
SPEAKER_00: So, so I mean, gosh, we taught we teach a lot about um about blueprinting events.
14:15
SPEAKER_00: So, like, you know, really identifying like what's missing in your community and how can you bring that to them and how can you make it to where it's not just like coming and sitting and you know, learning and not like really cultivating that community within it.
14:29
SPEAKER_00: And what does it look like before, during, and after your event?
14:33
SPEAKER_00: So you have to get people the whole experience when you're um part of a community needs to be in person, but also what happens outside of when you're in person, and so really teaching them that um and teaching them how to become, you know, like locally famous almost, where it's like if you're going to a coffee shop, like people better like be like, oh my, you ran into like multiple people when you're there, and um, that takes a lot of intentionality, and so really teaching them how to um, you know, get really focused on how you're adding to your network locally and you're serving the local community and the local business owners and um bringing them into your environment.
15:13
SPEAKER_00: And I don't know, we teach that, we teach about attraction and retention within your group, we teach how to create memberships, um, how to create strategic partnerships, tons of stuff.
15:25
SPEAKER_02: I I bet.
15:27
SPEAKER_02: Uh so doing events, most I'd say most people listening, they're like, oh my God, that's so intimidating.
15:34
SPEAKER_02: Events are so complicated, there's so much involved, it's gonna take so much time, it has to be this big to do.
15:40
SPEAKER_02: So, what would you tell a real estate agent who's never done an event before?
15:43
SPEAKER_02: What are some tips to help them get started without it being so complicated and intimidating?
15:50
SPEAKER_00: We actually start with um creating like a plan.
15:54
SPEAKER_00: How do you want to show up?
15:55
SPEAKER_00: And we will I feel like this question is hard because I'm thinking through my chapter leader.
16:01
SPEAKER_00: So just a random event you're wanting to know?
16:03
SPEAKER_02: Yeah.
16:04
SPEAKER_02: Yeah.
16:04
SPEAKER_02: Someone's like, hey, I just want to get in front of the community and create something um fun.
16:09
SPEAKER_00: Yeah.
16:10
SPEAKER_00: So I think like the biggest thing is just really identifying um what's missing, what's something that's really like a hot topic right now?
16:18
SPEAKER_00: Who are the players that you want to bring in?
16:21
SPEAKER_00: It doesn't have to be you teaching.
16:22
SPEAKER_00: Who are the people that you want to bring in to teach?
16:25
SPEAKER_00: Um, and who is that ideal person that's gonna be sitting uh in that audience?
16:30
SPEAKER_00: Really identifying that and then sit down.
16:34
SPEAKER_00: I literally will sit down, put music on, and just create an event, get really creative with it.
16:38
SPEAKER_00: Like, what do I want it to look like?
16:40
SPEAKER_00: What kind of music do I want when everyone's coming in?
16:43
SPEAKER_00: Um, what do I want the leading up to it look like looking like through email marketing, through lead generation?
16:49
SPEAKER_00: Um, when I'm at the event, I really want to make sure that I have community building um built into my timeline.
16:56
SPEAKER_00: So when people get there, how am I making sure that they're making connections?
17:01
SPEAKER_00: Um, and then once the event's over, what's the follow-up look like?
17:05
SPEAKER_00: Um, so I really just kind of plan all of that out and then I create a marketing strategy around it, and then I make sure I am talking about it nonstop.
17:15
SPEAKER_00: And one thing that is uh I think people don't really think about is you can't just post it on social media and think all these people are gonna show up.
17:23
SPEAKER_00: Like it takes a lot of work to get butts in the seats, and so making sure that you are reaching out to people regularly before your event and inviting them is definitely like essential.
17:34
SPEAKER_00: You have to do that.
17:36
SPEAKER_00: Um so yeah, that's where I would start.
17:39
SPEAKER_02: So uh okay, you know Neil Dingra with the the forward event.
17:43
SPEAKER_02: Um I don't I assume you know Neil, but yes, the last two years.
17:48
SPEAKER_00: But yes.
17:48
SPEAKER_02: Okay.
17:49
SPEAKER_02: So so his his forward event in Vegas the last two years has been, I believe it was the best event of the year.
17:55
SPEAKER_02: His very first one, he put almost a thousand people in the he sold it out, almost a thousand people, Gary V, Ed Milet, uh who else?
18:03
SPEAKER_02: A but a bunch of other big names were speaking at it, but he individually reached out to through Instagram DM, reached out to people and personally invited them and gave them a link.
18:13
SPEAKER_02: And and I know without that, he wouldn't have sold it out.
18:18
SPEAKER_02: And and so it's cool to hear you do uh a similar thing where you're you're personally inviting people, and I'm sure that that's much better than like, hey, here world, um buy a ticket to this event.
18:31
SPEAKER_02: Because when they're scrolling their news feed, they're seeing 14 other events as well.
18:34
SPEAKER_02: You know, it's not just yours.
18:36
SPEAKER_00: Yeah.
18:37
SPEAKER_00: And they might be interested, but then something else happens and all of a sudden, like squirrel, they're gone from that specific post.
18:44
SPEAKER_00: So um it takes a lot of effort to get people to like engage enough to go and to purchase your ticket.
18:52
SPEAKER_00: The other thing is there's I think people overcomplicate, like they want like to throw these massive events.
18:59
SPEAKER_00: And I will tell you, I've been doing events for you know eight years, eight, nine years now, and I will the power is in the smaller rooms.
19:07
SPEAKER_00: That is my opinion.
19:09
SPEAKER_00: I love like a 30, 40 person room.
19:12
SPEAKER_00: Like that's where my sweet spot is, that's where I see like the most impact happening.
19:16
SPEAKER_00: Um, so don't feel like because all these other people are doing these massive events and that's what you're up against.
19:23
SPEAKER_00: Like, just start with something small.
19:26
SPEAKER_00: Um, and also like make sure you're um, yes, invite all, you know, go and invite people through DMs, but also like, is there anybody that you have a really good relationship with that you can be like, hey, it would mean a ton to me.
19:39
SPEAKER_00: Like, I'm launching this event and I really want to make sure like the vibe is good and the right people are in the room.
19:45
SPEAKER_00: I really want you there, and I've definitely done that to where I've given free tickets to people and really told them how important it is to me if they came.
19:53
SPEAKER_00: And that really helped me in the beginning.
19:55
SPEAKER_02: That's smart.
19:56
SPEAKER_02: That that's smart.
19:57
SPEAKER_02: So if if you if you make sure that certain people are there, you know that others will come because they want to be around those people.
20:05
SPEAKER_00: Mm-hmm.
20:06
SPEAKER_00: Yeah, absolutely.
20:07
SPEAKER_02: Super smart, super smart.
20:09
SPEAKER_02: So uh one of the biggest mental hurdles I've had from doing more events is thinking that it has to be this big expensive thing, right?
20:18
SPEAKER_02: What what what would you say to that?
20:20
SPEAKER_00: No, you shouldn't spend a lot of money on events.
20:23
SPEAKER_02: So, how do you do a good event without without investing?
20:26
SPEAKER_00: I barely spend money on events.
20:28
SPEAKER_00: Like the my biggest cost is um definitely gonna be more on my video, like on if it's something like where you're putting into like your videographer or photographers, that kind of thing.
20:40
SPEAKER_00: Um, but no, I mean I do a lot of co-collaborations with local businesses, like they want bodies in their business.
20:47
SPEAKER_00: And so if I can bring the right bodies into their business, I usually get free spaces.
20:52
SPEAKER_00: Um, you know, there's a spot here, locally a big co-work space that's very trendy and cute.
20:58
SPEAKER_00: And um, they need their ideal client is entrepreneurs.
21:01
SPEAKER_00: And so for me to be able to bring, you know, a hand like a bunch of entrepreneurs into their building, it's a win-win.
21:07
SPEAKER_00: And so they'll give me free space.
21:09
SPEAKER_00: Um, you know, and so and then I also love to collaborate with local business owners because it also helps me tap into their network, right?
21:16
SPEAKER_00: So I offer their them and their network a discount or depending on whatever the event is, and they push the event out to everybody that they know.
21:25
SPEAKER_00: So it's always been really great for my expansion as well.
21:29
SPEAKER_02: What type of local business owners do you look for to collaborate with?
21:32
SPEAKER_02: I mean, because local business could be anything, but are there are there certain types of local businesses or certain um, you know, certain avatars that you look for to collab with?
21:44
SPEAKER_00: Um, yeah, I mean, for me, it's female entrepreneurs, and I'm looking for like a big open space.
21:49
SPEAKER_00: So, like, I'm doing an event in June at my friend's salon.
21:53
SPEAKER_00: Um, she has a huge, beautiful salon, and we'll probably have a 200 person like ladies' night there.
21:58
SPEAKER_00: And then I have another girl.
22:00
SPEAKER_00: Who owns a big open bright space?
22:02
SPEAKER_00: It's a photography like studio, and I'm doing my workshop in a couple weeks there.
22:08
SPEAKER_00: Um, so again, it's like exposure.
22:10
SPEAKER_00: She wants people to rent her studio to do branding sessions.
22:13
SPEAKER_00: And so I'm able to bring a bunch of people and get exposure for her, and she's hooking me up big time with that space.
22:21
SPEAKER_00: And also, she knows a ton of female entrepreneurs.
22:24
SPEAKER_00: So again, it's a really good um partnership for both of us.
22:28
SPEAKER_02: Okay, that's smart.
22:29
SPEAKER_02: And and do you also seek out sponsors to help cover food costs and stuff like that?
22:34
SPEAKER_00: Oh, heck yeah.
22:35
SPEAKER_00: Yeah, I love my vendor program.
22:37
SPEAKER_00: I love um I have a I've set up a membership-based vendor program as well as I have uh like a basically they get first dibs to all my events, and then so it's a fee on top of that.
22:49
SPEAKER_02: Okay.
22:50
SPEAKER_02: First dibs meaning like they get the first chance to be a sponsor.
22:53
unknown: They get the first chance to be a sponsor.
22:55
SPEAKER_00: Yeah.
22:56
SPEAKER_02: Okay.
22:56
SPEAKER_02: Okay, cool.
22:57
SPEAKER_00: So Yeah, because now doing events so much and having like a really good uh track record for my vendor partners, they I have a list of people that are like, hey, I want to sponsor when you do something.
23:10
SPEAKER_02: But that didn't happen the first time, did it?
23:13
SPEAKER_00: No, no, no, no, no.
23:15
SPEAKER_02: I'm noticing a theme here, Kristen.
23:17
SPEAKER_02: So with with your Facebook group, doesn't happen overnight.
23:20
SPEAKER_02: With the events getting sponsors, doesn't happen overnight.
23:24
SPEAKER_02: You've got to you've got to build something great first, right?
23:27
SPEAKER_02: So um, yeah, to talk more about that.
23:29
SPEAKER_02: Like set some expectations for agents that see other agents doing these big events with speakers flying in, and it's oh maybe it's a one-day event, maybe some of them are two-day events, and they're like, you know, I need to invest a hundred grand to do this freaking event, and it's 30k just for the room at the hotel and the AV and stuff.
23:48
SPEAKER_02: Uh, would you would you recommend they don't go that route?
23:53
SPEAKER_00: Oh, this is so hard because I'm gonna talk specific to me.
23:57
SPEAKER_00: I don't know if everyone would agree with this, but you know, I do I've done like these really big um, there are 150 women.
24:05
SPEAKER_00: Um, it's an event called Flourish.
24:07
SPEAKER_00: Me and Angelo Fazio have done together for um, gosh, probably like eight now.
24:12
SPEAKER_00: And we would have this like struggle of when we would get speakers, uh, having these like big name speakers come out because we thought it would really help with ticket sales.
24:21
SPEAKER_00: And we actually tracked it one time.
24:23
SPEAKER_00: We were like, let's track it because you can do um where each speaker has their own link.
24:27
SPEAKER_00: And uh what we found out at the end of it is guess who sold all the tickets?
24:32
SPEAKER_00: Me.
24:32
SPEAKER_00: And so I was like, why am I paying somebody to get them in front of their ideal client to come and speak if they're not selling tickets, right?
24:41
SPEAKER_00: And so where I found the power um in the speakers that I brought in, I I I won't pay for speakers anymore.
24:48
SPEAKER_00: Um, and then when I and it's just an open conversation with them, and they're all very receptive to it, you know.
24:54
SPEAKER_00: Like I'm like, hey, listen, like this is like kind of what how I see um this, and like I'm here to be your biggest cheerleader.
25:01
SPEAKER_00: You're gonna get business, you're not allowed to sell from stage, but I will tell you, my audience is like a really great audience for specifically that person and what they have going on.
25:11
SPEAKER_00: And I do a really good job at highlighting them before the event, after the event, and during the event, I make sure I'm connecting them on all of our breaks.
25:19
SPEAKER_00: Um, but yeah, so and the other part is like my favorite speakers are usually like the ones that are not out speaking all the time.
25:27
SPEAKER_00: Like I have this one I do we do rising star speakers and just the power in having like somebody who's never been up on stage before.
25:35
SPEAKER_00: And when they get up there and they're doing it, like it's just it's so cool.
25:39
SPEAKER_00: So just having like a really good mix, but again, um, I don't think you need to have this big, you know, expense when you're going out and starting your first event at all.
25:50
SPEAKER_02: Right.
25:51
SPEAKER_02: Yeah, the that that makes a lot of sense.
25:53
SPEAKER_02: That that makes a lot of sense.
25:55
SPEAKER_02: I mean, it makes me feel better.
25:57
SPEAKER_02: So something that that that stuck out to me is you're also when you're picking vendor partners and you know, sponsors for these events, you're really intentional and thoughtful about which sponsors you want to bring in and who's gonna be in the room.
26:14
SPEAKER_02: Because I think what a lot of people do is they're like, oh, so this HBAC company will give me 600 bucks.
26:20
SPEAKER_02: So okay, they're a sponsor.
26:22
SPEAKER_02: And then there's zero relevance whatsoever to the to the dentist or the HBAC company.
26:27
SPEAKER_00: Yeah.
26:27
SPEAKER_00: Oh, I've done that before.
26:29
SPEAKER_00: And I, and you know, sometimes we have to be reminded why we don't do something.
26:33
SPEAKER_00: And I'll never forget one time having uh, I think it was a home warranty company coming to a room full of female entrepreneurs, and I'm very against like that archaic, like, oh, have your vendor partners come up and speak for three minutes.
26:47
SPEAKER_00: And I'm like, no, everybody gets on their phones and they don't listen.
26:50
SPEAKER_00: Like, what's actual value to my vendor partners is getting them connected to people, not sitting up and giving a pitch.
26:57
SPEAKER_00: So I kind of do it a lot different, but I had this one guy, and he just sat up there and told this story for you know, three minutes.
27:04
SPEAKER_00: We had to be like, hey, your time, and I felt bad for him, and I felt bad for the audience.
27:08
SPEAKER_00: And I was just like, this is not the vibe I'm trying to create.
27:11
SPEAKER_00: So definitely like our vendor partners are always people that are in community with us and they are totally our vibe.
27:19
SPEAKER_00: They're not getting up there pitching to anybody.
27:23
SPEAKER_02: Interesting.
27:24
SPEAKER_02: So one last question on this because I know I know the way some people think, and they're like, okay, Kristen, that's great, but I'm a real estate agent and I need buyers and sellers.
27:35
SPEAKER_02: Like, I need referrals, I need buyers and sellers.
27:37
SPEAKER_02: So, how the hell does getting together with female entrepreneurs, how is it going to help that?
27:41
SPEAKER_02: What would you say to them?
27:42
SPEAKER_00: Well, do buyers and seller or do uh entrepreneurs buy and sell homes?
27:47
SPEAKER_00: Like, absolutely.
27:48
SPEAKER_00: So, you know, I think that one of the things that agents overcomplicate is like your job is literally just to ask yourself, how am I meeting new people on a regular basis and how am I staying relevant to the people that I have brought into my network?
28:01
SPEAKER_00: And so through events, you're able to do that.
28:04
SPEAKER_00: So, like, I'll give you an example.
28:06
SPEAKER_00: I have an event coming up that is specific to um, like it's it's within my entrepreneur community, but it's all on health and wellness.
28:14
SPEAKER_00: And we're gonna be going over um stress management when you're a wife, when you're a mom, when you're a business owner, and you've got all these things going on and just really giving them the tools um to slow down and to, you know, do breath work and all these different things.
28:29
SPEAKER_00: We're going through that, and then we're going through um how to product swap so that you have a toxin, toxic free home.
28:36
SPEAKER_00: So some of it is like, yes, about like being a business owner, but overall, this is all just about being uh having like incorporating health and wellness into your everyday life.
28:46
SPEAKER_00: And so I can reach out to anyone.
28:49
SPEAKER_00: I'm inviting everyone within my um, we go to a you know, a school over here where I'm inviting all the moms to come to it, I'm inviting my neighbors to it.
28:57
SPEAKER_00: Like, I don't care who comes, like I just want to curate a really great space for everybody to grow and learn together.
29:03
SPEAKER_00: Those people, um, because they're in community with me on a regular basis, they're gonna think of me for whatever I'm selling if I'm doing a good job building deep roots and relationships with them.
29:15
SPEAKER_02: Well said.
29:16
SPEAKER_02: Yeah, I I think a lot.
29:18
SPEAKER_02: I I know that I thought this way early in my career, right?
29:22
SPEAKER_02: You you think that it's just like you've got to go directly to people and like, hey, hire me, hire me.
29:28
SPEAKER_02: But what gets you hired is being in rooms of like-minded people with similar interests.
29:34
SPEAKER_02: Simple as that, right?
29:35
SPEAKER_02: It it could be it could be like a sports theme thing or health and wellness has nothing to do with real estate, but they're like-minded people.
29:44
SPEAKER_02: And as long as you're social and talk to them, right, relationships will be built and business can come from that.
29:50
SPEAKER_00: Yeah, absolutely.
29:51
SPEAKER_00: I mean, you have to be really like strategic on making sure they know you're a real estate agent, absolutely.
29:57
SPEAKER_00: But you are really doing these events to connect with people.
30:01
SPEAKER_00: It's not time to talk business necessarily at these events.
30:05
SPEAKER_00: You're just trying to build a great relationship with them.
30:07
SPEAKER_02: So, is that why it's called connect and cultivate and not pitch your shit and cultivate?
30:12
SPEAKER_00: Yeah, pitch your shit and get out of connect and cultivate, that's for sure.
30:16
SPEAKER_02: Yeah, you that's your next business.
30:17
SPEAKER_02: Is pitch your shit and uh yeah.
30:21
SPEAKER_02: So, with everything you have going on with all your different brands, your groups, these communities you build, all the different events, and by the way, your social media, you you do your social media, especially Instagram, is so good, it's so authentic to you.
30:35
SPEAKER_02: And so it's you should be following Kristen Cantrell on Instagram.
30:40
SPEAKER_02: It's a masterclass.
30:41
SPEAKER_02: But everything you have going on, you've recently made a big shift and a big change on the real estate side of your business, right?
30:49
SPEAKER_00: Yes, absolutely.
30:50
SPEAKER_00: What are you doing?
30:50
SPEAKER_00: Huge.
30:51
SPEAKER_02: Yeah.
30:52
SPEAKER_00: Um, okay, so I have uh moved to Real Broker, uh, which was a really big move for me.
31:00
SPEAKER_00: I have an organization at EXP of 250 uh realtors.
31:05
SPEAKER_00: So to make this decision was not easy.
31:07
SPEAKER_00: Um, but yeah, I I moved and partnered with Dustin, and I've told Dustin multiple times I couldn't have done this without him.
31:14
SPEAKER_00: He's been an amazing partner.
31:16
SPEAKER_00: And um, yeah, I'm like, you know, I moved over three days ago and I couldn't be happier so far.
31:23
SPEAKER_00: And my agents couldn't be happier about this move, which is really awesome.
31:27
SPEAKER_02: It it's so awesome.
31:28
SPEAKER_02: I'm so excited to be partnered with you and to see the from my point of view, seeing all these doors that have opened for you that were, if we're being honest, these doors were closed to certain people when you were at EXP, right?
31:44
SPEAKER_02: That's how I felt.
31:45
SPEAKER_02: That's one of the bigger reasons why I left there.
31:47
SPEAKER_02: And now it seems like you're just able to build, like to really partner with the right people at Real Broker, and it wasn't possible before.
31:56
SPEAKER_02: Is that is that fair?
31:57
SPEAKER_00: Yeah, that's fair for sure.
31:59
SPEAKER_00: I have um, you know, because I'm a community builder and I I build uh really great relationships with anyone no matter where they're at.
32:07
SPEAKER_00: Um, you know, EXP was always a conversation where um when I, you know, if somebody's like, we're talking business, uh, why, I don't know, why specifically it was just so hard for me, and I I couldn't identify this over the last year.
32:22
SPEAKER_00: Um, it was really hard for me to continue to grow.
32:26
SPEAKER_00: And what happened was I just kind of put that whole leg of my business on the back burner and went full force with Connect and Cultivate and everything I was doing.
32:34
SPEAKER_00: Um, what I noticed was, you know, just three days ago is I announced that I had made the move, and all of a sudden, all these women that I have been in a relationship with for years that did not want to talk about EXP were like, I want to talk to you about real.
32:51
SPEAKER_00: I want to talk to you about real.
32:52
SPEAKER_00: I mean, nonstop.
32:53
SPEAKER_00: I have booked all week right now with that scenario, and that's exactly what um, you know, when I was identifying my pain points over the last month, when I really like thought, like, hey, moving forward, I feel like real is so aligned with connect and cultivate and my vibe and my culture and everything.
33:12
SPEAKER_00: I just feel like it's seamless where I didn't realize it wasn't when I was at exp, but that is definitely um an accurate statement.
33:23
SPEAKER_02: I I love it.
33:24
SPEAKER_02: And and I absolutely understand it's it's one of those it's one of those things that's so hard to describe to people unless you've been in those different seats, right?
33:35
SPEAKER_02: Like uh because exp is a good company, right?
33:39
SPEAKER_02: It's a it's a really good company.
33:41
SPEAKER_02: It's just uh Real is an exceptional company, and there's there's just there's certain things with the culture, with the leadership, with uh the community at Reel that opens doors to uh working with and partnering with others.
33:56
SPEAKER_02: So so with that in mind, uh what do you like?
33:59
SPEAKER_02: What do you have planned?
34:00
SPEAKER_02: Like what now that you've made this move to real, we're partners together, along with you know you and so many incredible, um, incredible real estate agents and and entrepreneurs are now partnering.
34:12
SPEAKER_02: Like what is possible now that wasn't before?
34:15
SPEAKER_02: Like what do you have planned now as a result of this of this move?
34:20
SPEAKER_00: Oh my gosh.
34:21
SPEAKER_00: I I mean, I just plan on doing the same thing that I've been doing, but yet having a company behind me that is like really hot and really relevant with my ideal clients.
34:36
SPEAKER_00: And so I'm hoping that that really allows me to build um that leg of my business again, and I'm really excited about it.
34:44
SPEAKER_02: Yeah, I I totally it's uh it's hard to understand.
34:50
SPEAKER_02: Do you feel like you so I was at EXP for six years and I I thought everything was that I'm like, this looks great.
34:59
SPEAKER_02: I think this will happen, I think this will happen, I think these doors will open.
35:02
SPEAKER_02: I think I thought all those things, but it there's still a giant leap of faith, right?
35:07
SPEAKER_02: Like walk us through that for you because you had 250-something people at EXP and you're starting over from scratch.
35:16
SPEAKER_02: Like it you have there's a big leap of faith there.
35:19
SPEAKER_00: Yeah, there's a huge leap of faith, but I'm excited.
35:22
SPEAKER_00: You know, I'm not um I I'm not a stranger to building and I'm not a stranger to hard work.
35:29
SPEAKER_00: And I know if I show up consistently and do the activities and I have the brand that aligns with the people that I'm in front of, I know it will grow.
35:39
SPEAKER_00: Um, and I I'm not afraid of it.
35:42
SPEAKER_00: I'm I think that it's gonna be a great thing.
35:44
SPEAKER_00: And um, you know, I just I really feel when I say I feel aligned, it's it just I want it to be seamless and I don't want it to be forced.
35:56
SPEAKER_00: And I feel like that's what's going away right now.
35:59
SPEAKER_02: That okay, well said.
36:01
SPEAKER_02: It from my point of view, seeing what's happened for you just in the last week or so and what what's happening, it seems like now you're just more focused, right?
36:12
SPEAKER_02: Because you're you're like, here's here's what this here's this move, and now you're attracting the right people to to work with and build with and be in community with.
36:22
SPEAKER_02: And it did feel like before, you know, we were we were so it's like trying to do everything with anyone, right?
36:30
SPEAKER_02: A mile wide and an inch deep.
36:32
SPEAKER_02: And um and it seems like from my point of view, you are now just so focused on going a mile deep and an inch wide with the right people.
36:41
SPEAKER_02: Is that fair?
36:43
SPEAKER_00: Yeah, a hundred percent.
36:44
SPEAKER_00: That is my biggest focus, is just really um, I'm not trying to capture every person.
36:50
SPEAKER_00: And I think that that's been the game for a long time.
36:53
SPEAKER_00: You know, I've again coming from like a recruiting background in real estate, I am told over and over and over it's a numbers game.
37:00
SPEAKER_00: And yes, I understand that to a point, but I really just want to build a business with the right people and really go deep with them and make sure I'm making a massive impact with them.
37:12
SPEAKER_02: I I love it.
37:13
SPEAKER_02: I've I such a great move for you.
37:15
SPEAKER_02: I'm so excited for you.
37:16
SPEAKER_02: I'm so excited selfishly to work with you and and build something super cool and do some events together in the future.
37:22
SPEAKER_02: There's so much, so much that we can do.
37:25
SPEAKER_02: So, uh Kristen, before we wrap it up, there's there's um we like to do these rapid fire questions with our guests.
37:32
SPEAKER_02: They're either or questions.
37:34
SPEAKER_02: You can elaborate if you want to, but you don't have to.
37:36
SPEAKER_02: And then we'll give people a chance to uh hear where they can connect with you and follow you and find out what you're up to.
37:44
SPEAKER_00: Sounds great.
37:45
SPEAKER_02: All right, so let's let's do it.
37:47
SPEAKER_02: Facebook or Instagram?
37:49
SPEAKER_00: Instagram all day long.
37:51
SPEAKER_02: Yes.
37:51
SPEAKER_02: Instagram or TikTok?
37:54
SPEAKER_00: Instagram.
37:55
SPEAKER_00: I'm I don't even have a TikTok.
37:57
SPEAKER_02: Oh really?
37:58
SPEAKER_02: Okay, fair enough.
37:59
SPEAKER_02: Uh books or podcasts?
38:03
SPEAKER_00: Books.
38:05
SPEAKER_02: Podcasts or oh okay, let me let me rephrase this.
38:09
SPEAKER_02: Books or audiobooks?
38:11
SPEAKER_00: Books if it's like something I'm doing for like pleasure, if it's something that I'm doing to like grow mentally, it's gonna be audio.
38:20
SPEAKER_02: Okay, fair enough.
38:21
SPEAKER_02: Rental property or flipping?
38:24
SPEAKER_00: Rental property.
38:25
SPEAKER_02: Cash flow.
38:27
SPEAKER_00: Yeah.
38:28
SPEAKER_02: Love it.
38:29
SPEAKER_02: Burgers or pizza?
38:31
SPEAKER_00: Burgers.
38:32
SPEAKER_02: New York or LA?
38:35
SPEAKER_00: Neither.
38:37
SPEAKER_02: Okay.
38:38
SPEAKER_02: Fuck them both.
38:41
SPEAKER_02: Baseball or football?
38:44
SPEAKER_00: Baseball.
38:44
SPEAKER_00: I'm a baseball mom.
38:46
SPEAKER_02: Nice.
38:47
SPEAKER_02: Mountains or beach?
38:49
SPEAKER_00: Oh shit.
38:50
SPEAKER_00: Both.
38:50
SPEAKER_00: I love both.
38:51
SPEAKER_00: I have a cabin and I go to Florida every year.
38:54
SPEAKER_00: I'm like obsessed with the beach there.
38:57
SPEAKER_02: Yeah, I've gotta say, like, I love California.
38:59
SPEAKER_02: I love San Diego.
39:00
SPEAKER_02: Like California's beautiful, but the water's so freaking cold.
39:03
SPEAKER_02: Like the water in Florida's better, you know?
39:06
SPEAKER_00: It's amazing, yes.
39:08
SPEAKER_02: Agreed.
39:09
SPEAKER_02: YouTube or Facebook Live?
39:12
SPEAKER_00: YouTube.
39:13
SPEAKER_02: Rich Dad, Poor Dad, or millionaire real estate agent?
39:16
SPEAKER_00: Rich Dad, Poor Dad.
39:18
SPEAKER_02: Uber or Lyft?
39:20
SPEAKER_00: Lyft.
39:21
SPEAKER_00: Uber's full of creeps.
39:23
SPEAKER_02: Fair enough.
39:25
SPEAKER_02: And Lyft gives you sky miles whenever you use it.
39:28
SPEAKER_02: So I I like that.
39:29
SPEAKER_00: That is good.
39:30
SPEAKER_02: I'm a Delta guy.
39:30
SPEAKER_02: Oh, so Delta or Southwest?
39:33
SPEAKER_00: Southwest.
39:34
SPEAKER_02: You must be from Phoenix.
39:36
SPEAKER_00: I mean, I am.
39:39
SPEAKER_02: Gary V or Grant Cardone.
39:41
SPEAKER_00: Gary V.
39:43
SPEAKER_02: Nice.
39:43
SPEAKER_02: And Kristen, where can people find you and connect with you and learn more about everything that you're up to?
39:49
SPEAKER_00: I think honestly, easiest thing is just follow me on Instagram, uh Hey Kristen Cantrell, and all the other stuff is linked there.
39:58
SPEAKER_02: Awesome.
39:59
SPEAKER_02: Awesome.
40:00
SPEAKER_02: And I will put a link to your Instagram.
40:03
SPEAKER_02: I'll I'll do one to the connect and cultivate profile because you have an Instagram for that too, right?
40:08
SPEAKER_00: Yeah.
40:09
SPEAKER_00: And I a lot of chapter leaders have their own Instagrams too, so it can get a little crazy.
40:14
SPEAKER_02: Okay.
40:14
SPEAKER_02: So we'll in the show notes of the podcast, we'll do links.
40:18
SPEAKER_02: In the description of the YouTube video, we'll do links.
40:21
SPEAKER_02: So definitely follow Kristen.
40:23
SPEAKER_02: She's one of the you're gonna get a master class on social media and branding.
40:27
SPEAKER_02: It's it's uh it's awesome.
40:29
SPEAKER_02: And I love how authentically you you just show up on social.
40:33
SPEAKER_02: It's it's really cool.
40:34
SPEAKER_00: Yeah, my brand strategy is literally just showing up as me.
40:38
SPEAKER_00: So I feel like the masterclass is just be you.
40:44
SPEAKER_02: It what's weird though is you have to learn how to be okay with being yourself, right?
40:49
SPEAKER_02: It you have to like practice through it.
40:52
SPEAKER_00: Yeah, I agree.
40:53
SPEAKER_02: Yeah, it's really hard to just do that from day one.
40:56
SPEAKER_02: So, Kristen, love it.
40:58
SPEAKER_02: Thank you so much.
40:59
SPEAKER_02: Great talk today, great insights, and very excited to work with you moving forward uh at Reel.
41:06
SPEAKER_02: And um, thanks for being on the show.
41:08
SPEAKER_00: Yeah, thanks for having me.
41:09
SPEAKER_02: Of course.
41:10
SPEAKER_02: I would definitely encourage you guys to go follow Kristen on Instagram and see how she's doing it.
41:15
SPEAKER_02: She's such an incredible leader and community builder.
41:17
SPEAKER_02: And uh, I learned a lot from from things the way she does social media is just so authentic to her.
41:23
SPEAKER_02: And she doesn't over-produce anything, like she does so much content, but it's not super edited, it's not over the top, it doesn't take a ton of her time to do.
41:33
SPEAKER_02: That's a great lesson for all of us.
41:34
SPEAKER_02: It's a great reminder that you don't have to have these big elaborate, over-produced, over-edited videos for them to be good pieces of content.
41:43
SPEAKER_02: So thank you for listening so much.
41:45
SPEAKER_02: If you found this episode valuable, helpful, interesting, please share it with someone else in the real estate world that you might find who you think would find it interesting to share with your broker, share it with your agent friends, share it with your team, share it in your brokerage's Facebook group or whatever.
42:01
SPEAKER_02: But uh, and if you do tag us at Massive Agent, uh, we'd be happy to share it as well.
42:06
SPEAKER_02: Thank you so much for listening.
42:07
SPEAKER_02: We'll see you back next week on the Massive Agent podcast.
42:10
SPEAKER_02: See ya.