Transcript:
Mike: What’s up guys how is everyone doing? This is something that I’m super pumped and excited about and as long you guys can hear my sound, looks like I do have the screen right?
Kevin: Yeah.
Mike: We’ve been working on this process for a long time, probably what seems like forever, but probably, last six to eight months. And so really, what we have is just built out and figure out a process on how to really use video in your market today, and what we’re gonna do is go through how do you use video on a hyper local level how do you use video to actually become the digital mayor of your town and using your personal brand. So we’re gonna go through how all this stuff works, but what all of this about is really on building your own personal brand, and using your personal brand as a way to stay in front of your database in a creative, but top of mind brand awareness type of way, does that make sense?
Kevin: Yeah, and I’m just taking notes as you speak.
Mike: Alright, so we’re gonna go on… we’re gonna go through all these different points we’re starting with the personal brand, we’re gonna figure out how many you guys are confused or like what the hell do I say on video? And a lot of that deals with what your personal brand is. So we’ll go through that. We go through different types of non-real estate videos, to create. What if I said to you guys that all of this stuff is doable without you actually having to ever talk about real estate and how many of you hate hate talking about real estate to your database and local community.itSo we’re gonna talk about how to do all of that and then how I’m doing this with my smartphone, this is my video camera folks right here, this is a six and it doesn’t even work half the time. My kids use this to go on on the YouTube crap, and that’s why it doesn’t work out the time to have so many different YouTube apps on here. But it still films videos that we’re gonna go out here and show you guys how to do. So here’s what we’re talking about guys, this isn’t about when you have a strong personal brand, you don’t chase business, business chases you. Building a strong personal brand in something to do, it’s something you need to do. And let’s just take a very current example right now, Kevin how many people are you seeing freaking out right now about Zillow?
Kevin: Tons of people.
Mike: When you put all of your eggs in one basket, you’re only setting yourself up to be for a future hurt and pain. So what we’re talking about is building your own brand and really making it recession-proof because doesn’t matter where your lead sources come through. Remember Facebook did this a few years ago, Kevin?
Kevin: Yeah.
Mike: They switched back in the day. I don’t know if you go now this, but back in the day, you used to have to buy you used to be able to market to all your likes on a page before Facebook, put their algorithm change in there and then all the marketers freaked out. It’s no different, what is happening in the Zillow right now, but… sorry to get off track. You guys have to understand, that video is a brand building strategy, this is a lead generation okay. That’s the biggest mindset shift. Everyone wants to create videos for lead generation. No you create video, is to build your brand it, it’ll help convert the lead generation that you’re already doing. So let’s talk about the brand. Kevin you are one of the best marketers I’ve seen with a lot of the stuff you’re doing and you guys do the hard stuff like the really super duper ninja stuff, but you even know this out of all the leads that you guys convert who are the best people that convert online tend to be the one who could have a conversation.
Kevin: Yeah and one thing that I think is really important like what you’re playing is… if we could use video, video is so powerful. I just think about myself when I wanna learn about something really quick. I don’t like myself personally, I don’t go look for a book, I’ll go on YouTube and like YouTube it and I’ll see what the subject matter is on that particular topic, and then I don’t watch it for five minutes, so I would love to figure out a way to use video. And I know you’re talking about personal brand right now in our sphere, but I’d love to figure out a way to use video to target our database of leads that we’re generating.
Mike: Oh yeah, we’re gonna do that today. Yeah, we’re gonna do that today. But yeah, folks, this is a video is a humanizing thing, it’s a brand building thing, it takes the sales barriers off, but there’s really two different audiences that we’re talking about. And your right Kevin one is the database because ultimately, people do business with a agency on trust, but only when you’re remembered. Alright, the purpose here folks is that people don’t remember you’re in real estate, they remember your brand, not your job. When you start associating your brand with your job, you win. Okay? I’m gonna explain exactly what I mean by that. So what I’m looking that we’re business really comes from. I always bring out but 66% of business came from… these are buyers, these are your stats not mine. 66% of business came from people that were referrals or they already personally did business with them in the past thats 66% of business not working on your personal brand is hard to recruit some of that 66% of business. Now 4% came from signage, sign calls, 10% came from open houses and meant they personally met them. When you do the staff folks, 80% of buyers picked an agent that they personally met, people that they worked with in the past or they were referred to them. So this is the game that we’re really playing with videos. Video is an amplifier to your business. Like I said, it’s not a lead converter, but when you start using it, it makes everything else a lot easier, because these are the numbers and why it works. 10-15% of your population moves each and every year, and I don’t really care what market you’re in this is a mathematical fact, this is not theory. Now, when you keep in front of the same people if we know that 60-70% of people are gonna use the first agent they speak to Kevin what’s our number one goal?
Kevin: What’s our number one goal when…
Mike: 60-70% percent of people use the first agent that they speak to.
Kevin: Our number one goal is gonna be the first person that they talk to.
Mike: Absolutely that’s why we use video to drip on database so that we could create. I want my database, when they think of real estate associate my brand with it right. Same time, 100% of population knows somebody who’s moving. So let’s just look at the difference. And this is a different way of looking at generating business. If Zillow leads Kevin you guys convert a lot. A podcast we do is amazing. What are the numbers on Zillow lead one and thirty convert one in 40, what do you seeing?
Kevin: The average, according to Nor… I think is probably on lower than this now because there’s so much competition. It was 3% but I think it’s probably close to 1.5-2% nationwide. We’re converting to about 7-7.5%
Mike: So is Zillow a lead generation campaign or is it a conversation started?
Kevin: I’d say more of a conversation starter.
Mike: Absolutely. So look at your database the same way folks, if you know that 1 in 10, 1 in 15 people are moving this year. It’s a conversation starter, but every single person you come into contact with knows one person that’s moving and that’s what this is about.
[overlapping conversation]
Kevin: And that’s where it’s really powerful Mike. Like, your comment that statement a 100%, wait you said, every person that you know know, knows somebody that’s moving. 100% of the people that you know, knows somebody at least. So either they’re gonna be the person that’s ready to talk about moving or for sure they know somebody that is.
Mike: Everyone does, it’s impossible. It’s a mathematical fact. Like if you guys don’t believe me, just do a task by the time to get out of this webinar, you’ll have five inquiries each of you guys go and ask for a local electrician, because you need work done at your house and you’re gonna get a ton of referrals from people that are having their local electrician. They’re gonna refer them to you. Why they have their phone number on stand-by while they’re at work is totally weird, but that’s not the point is that, it’s that they’re going to… it’s that they’re gonna go ahead and refer you. Alright, so that’s sort of the background, but let’s start… let’s get into the meat and potatoes, Kevin, I wanted to paint the picture. Here’s the biggest hold up. Where do you start, how do I create a video campaign? What the hell do I do, what do I talk about What should I do next? This is the biggest hurdle I’m seeing right now. And a lot of times, everyone’s over thinking it, it’s really stupid simple. So let’s start at the beginning, I believe your video strategy, your video campaign should be based upon your passion or your theme. Your videos do not have to be about real estate if you don’t want to. As a matter, the fact if they’re not you’ll do better. You have to talk about something you’re passionate about. Video is a communication strategy. You see, my body language, am I on camera here.
Kevin: Yeah.
Mike: If they see me running around if I’m not fucking passionate about this shit you guys aren’t listening to me, you guys listening to me, because of my authenticity behind this subject.
[overlapping conversation]
Kevin: Just so you guys know, which we’ve talked about this. Mike, is one of the best, if not the best marketers in the country.
Mike: Aww. Thank you.
Kevin: Anyway, so I just want to put that out there. I didn’t get a chance to introduce you before the call. So for the people that are on here, this is a real big… this is a privilege that we get to talk to Mike. He’s got this podcast talks to the very best people in the country, one of the very best marketers, out there. So anyway, just wanna throw that out there. Thank you.
Mike: Thank you, I appreciate that, Kevin. But think about it, like if you’re on camera talking about stuff that you don’t like, you’re gonna look awkward and you’re gonna feel awkward. Most importantly, you’re not gonna wanna freaking do it, right, people when they see you on camera, they’re relating to your authenticity. Video is a brand building strategy to get people to relate to the story or what you stand for. The only goal is just to connect. If you don’t think people go on your website, look at your about video before they call you and think about, “Is this guy gonna write me off or not.” You’re joking because you do the same damn thing. When was the last trip you book. Look at Travelocity, Expedia, I don’t care. You looked at the reviews before you said, “Okay take my credit card statement.” It’s no different people are doing exact same thing online to your business, which is why the human side of real estate needs to come out. Does that make sense Kev?
Kevin: Yes, it makes a lot of sense. And you mentioned something in there and you’re going super fast, which is awesome. You mentioned an about video on your website. I would, and I would guess that a big majority of agents don’t have an about video on, so…
Mike: So the about video Kev would be the retargeting video for opt-ins, and website visitors. It’s the human brand, it’s a human brand that you’re branding and you just… the goal here again is connecting, that’s it and videos just amplifies everything else you’re doing in your business. So here’s why your brand or passion needs to determine what you’re talking about. 60% of communications [10:03] ____. Only 10% of people are actually gonna retain what the fuck you say. Okay, that means that no one gives a shit on what you say. It’s more important on how you freaking say it. Everyday we’re doing these videos with agents and everyone’s like, “I don’t know if I should say that.” Honestly, you guys, if you guys farted on camera, you’ll get more engagement than if you talk about interest rates, because you’re human, it’s not what you say, it’s how you say it. When you say it well, you’re talking about something you’re passionate about that equals authenticity. And that’s what super duper port.
Kevin: Okay, so I’m gonna ask you a question right now ’cause I think that’s on a lot of people’s minds. This is like when you said what’s the first step? Well, a lot of people aren’t comfortable getting on a camera and doing the shot. That’s to me, I think, is the biggest challenge because we ask agency. Let’s do a video. Even myself, it took me a long time to get comfortable on being on camera, and so how you overcome that, what are some thing when you see agents do to overcome that really as a fear? And it’s really shouldn’t be.
Mike: Good question, exactly what I’m talking about, right now. When you start talking about stuff that you like and that you’re passionate about, you’re not shy to create it, and if you are, you’re not talking about the right thing, right? So if am… me personally. I’m a dude, okay, I don’t attract the luxury market. I’m sorry, I wish I did, I don’t, it’s just not who I am. I wear jeans, I wear flip flops, I swear, people like it, some people hate it, I don’t give a shit, I’m just me. Okay, the point is is that about five years ago, I learned that when I started just being me and I stopped putting on a front I ended up attracting a lot more people that were just like me because of my authenticity. So I’m gonna answer your question right here Kevin, and give you guys some real life examples. So how do you define what your brand or your story is? You have to define what you are and then stick by it and tie that into your content. So let me give you example so this agent, this is a sociable agent. She’s in Tucson, she is about 67 years old, when we started with her, we did a deep dive with her and we’re like, “Who the hell are you?” And I don’t really care about her business, I wanna know who she is as a person. What we found out is that this lady likes the party. All our kids are grown, they’re off in college and beyond.
Mike: And what we found out is that on her free time when she’s not working, she’s always on the scene, she knows every bar, every restaurant, every Tucson event. And what ended up happening is that we wanted to build in her own brand personality into her branding because that’s where she is most natural and authentic. So we branded her the sociable agent because of what the sociable agent is, is that she provides a hospitable real estate experience, so her video strategy is all about, you know, the Tucson events for Easter, for the kids, the newest restaurant in Tucson and open the newest brewery that opened in Tucson because that’s what a sociable agent is. Her media series, is called Tucson social. And because she’s creating content on stuff that she’s already doing, she’s excited to do it. The San Diego real estate mamma doesn’t a realtor. She’s a mom, she just happens to sell houses. So San Diego real estate mama, she just converted in. I’ll tell you some real life stories, just convert another deal yesterday just because of her name, but no one can get mad at momma. Now, when we look at agents usually your brand is defined by the last 10 people that you worked with. There’s always some kind of similarity in common. And if you start looking at your numbers if you guys realize that you got along with those last ten buyers, those last ten sellers you worked with, it wasn’t on accident, and it’s no coincidence, it’s because you attract like people, when you know who you are, and what you stand for, you just put that in front of other people and you attract them.
Kevin: So is the answer then just being comfortable with being you?
Mike: Yep, it’s really that simple. You see Denise is a mom first, she’s a real estate agent second. Maria here and the social agent is a sociable person first, she’s a real estate agent second, so real estate momma. What kind of video series is she gonna create? Well, the top five kid-friendly beaches in San Diego with changing stations. What she’s actually doing some videos on right now, are the top five breweries that you can bring your kids to with a playland. San Diego Real Estate mamma is gonna create mama like content because that’s who she is. And really all we’re doing is capturing on camera, what they’re doing anyways and turning into a lead generating activity.
Kevin: And what’s cool about that, and this is something you’ve mentioned many times and it’s always stuck with me about the things that you say is that, you’re looking to connect with people that are like you. So you’re saying, “I’m the dude,” and you have your own way of going about things and you end up connecting with people that you probably would have become friends with anyway because they like you, they like your style, they like your approach. And I think a lot of times what we as agents try to do is like we try to do is put on this persona, what we think people want to connect with, and we end up sometimes. Yeah, we end up getting those people, but we’re not comfortable because we’re outside of our like element.
Mike: Dude I get that question every day. I’m so glad you say that. I believe that the jack of all trades is the master of none. And in real estate, it’s never a matter of if someone is going to move, it’s a matter of when that’s a mathematical fact, and depending on your market averages is about six to nine years. So what we’re doing, folks is identifying a brand and its farming our relationships with it. Primary audience is how does your database know you? Well, everybody in Maria’s database knows her as misses sociable agent. She went to the next level with her brand. What’s a sociable agent, do after closing will they throw the client party and the housewarming party right? So, she ties it in. And when you identify what you stand for, you just be yourself. This is a guy we launched last week the house doctor used to own about six MRI centers, and he got ran out of business when the health care law changed and began to sell out all of his shops, so he had to reinvent himself. This was a guy it’s been, it’s probably in the upper 40s, maybe in 50s, I don’t know but, what’s the house doctor do? He’s your partner in real estate health and all of his videos. He’s wearing a white coat okay, we launched his first video last week, and at his softball game, he’s already generated one referral because everyone remembers the house doctor because his database known him previously from the medical industry.
Kevin: Wow.
Mike: So alright so again, it’s memorability and farming and branding, but doing it in a creative way. That is cute. That’s attractive, but also defines it, who you are now. These are creative type of designs but I wanna show you guys one just with Regina Flores. Regina Flores is an agent in Ramona market. She’s absolutely killing it, doing this. And one of the strategies that we’re gonna go through today is how do you create small business owner interviews, and you don’t have to necessarily have one of these super duper creative brands either Regina Flores looks like a typical logo there don’t you agree Kevin?
[background conversation]
Mike: So folks, let me give you an example right here. Let me just touch over this it’s totally my fault. The designs that we’re looking at, is this. Step one, how do you define your brand story? And the sociable agent you could see what all of these logos are nothing more than a story that represents the agent and whom they are from their true authenticity. Alright, so totally sorry guys, I was going off of PowerPoint, I didn’t see that you guys did not see that. But what I’m saying is as you can see that we’re doing a lot of just different creative type branding heere. What I was getting at is you don’t need to do one of these super duper creative logos. This is Regina Flores and it has a really standard type of logo right here. But what she’s doing is she’s very passionate about her market, which is the town of Ramona and I think it has a whopping 18,000 people in it. But let me show you what Regina is doing. She created a media series called Ramona revealed and what she’s doing is revealing the small business owners of Ramona and the make-up of their community. So let me show you what this video rolls and it will come to the back after a then let me know if you guys can’t hear this.
Mike: So if you guys see that video with Ramona revealed, all she’s doing is creating… that’s a brand new gym that opened up in her community and… actually right next door to her office and what she wanted to do is, how many people do you think that Gym owner is gonna run into on a daily basis.
Kevin: A lot.
Mike: We’re gonna get through the strategy of the business owners. But really what Regina is doing is creating mini TV commercials for the business owners of her community. And the reason for that is that the business owner for the community are the freaking referral sources. 5-7%It’s about what, 5-7% of the population in a given market, Kevin?
Kevin: Yeah.
Mike: Give or take. And the business owners all share the same mind set, they’re on there to help each other out. So within a week’s time of… I’ll give you guys some of her example. In a month’s time, she’s only done two shows so far, but she’s booked up through October from other business owners reaching out to her saying, “Hey, I want you to come showcase, my business on the next episode.” And what she’s doing is it’s forcing her to have more conversations
Kevin: And it’s showing those people, like she’s basically providing value to so much value to them.
Mike: Correct.
Kevin: And how hard would it be… People are reciprocal and by nature, right?
Mike: Yep, always. You’re exactly right, that’s exactly what’s happening.
Kevin: Especially within the business community, everyone understands referrals and they have that business mindset they want to grow their businesses and you’re helping them. So in turn, they’re gonna help you. And how hard is it for them to just mention your name, they’re gonna go out of their way to do it. So I love it, man.
Mike: So we mentioned the about video, so the first thing to do is to just define what you stand for, and what not. Define what your brand is. Your brand will determine your video strategy, your brand and what you stand for will determine the continuity of it. And again, the importance for that is for the longevity of this. Now you’ve mentioned to me about an about video. I’m gonna go ahead and play this. This is an agent that we just launched this about video had 312 comments, 34 shares in about a 36-hour period, all from her personal page. Now the only reason from that was authenticity. So you go out and see exactly what it is and we’ll talk about the process.
Mike: So the backstory of this agent is, she came to San Diego 16 years ago on a vacation, and just never left, she just moved here, so her whole brand name is about living it up San Diego ’cause she’s the living example of it, and her brand media series is gonna be interviewing small business owners of bucket list, a bucket list type San Diego experiences, places where you can live it up. Her media series is called live it up San Diego, right? So you could see what happened is that her brand right here is identified as Mo homes, it’s real estate. But you could get her personality right out of the video. And that’s what connects with. So Kevin imagine taking a human video like this and think of the we believe video its very similar, right? And then re-targeting the website click on to that. Now, people what we’re seeing is that people are like, Monique here is going to either people are gonna like her or some people are not going to like her, but the reason why she had 300 comments and if you look at the thead, “Oh my God, Monique that was so you, that’s so you, that’s so,” and really all it is is a visual reminder of what she does for living and why she does it, but she, again, another agent scared to get on a video why because she doesn’t know to talk about, but when she’s talking about living it up now she’s excited. Does that makes sense?
Kevin: It makes it easier? ’cause that was the thing that went through, just went through my mind again was like, okay well, how do we, how do we do it like so if someone’s worried or scared about getting on video. I went back to that but then you just answered it. When you’re talking about things that you enjoy, that you are comfortable with makes things easier.
Mike: Absolutely, that’s the importance of it. Because you could see how authentic she was. Now, if I put her in if I had her dress up in a pant suit, or did something professional, it wouldn’t have come out that way. I guarantee it. And that’s a perfect example of the 60-30 rule. I showed you that I had these slides. If you guys, I’m so sorry you guys to see it. But I was talking about how communication is perceived in 60% is through your body language that 30% through tonality. So that’s all we’re after in these videos is the tonality and the body language. Because I don’t even remember what she just said. Remember, as I said, only 10% of content is gonna be retained and I’ve seen this video 50 times, but it’s how you say it, that’s effective it. Alright. Now, I want you to find your brand and your brand strategy, it’ll set up, what you talk about Kevin and the reason why this is so important is because consistency is needed and you have to think of it just like direct mill farming guys. And it’s the same thing with video. See, with video, at least the way we’re using it, we’re farming our local community and farming our relationships. It’s the brand strategy that gives us the excuse to not talk about interest rates and boring stuff and keep our name in a fun creative way so that we can create top of brand awareness and video is just an impact game. So what we’re doing with this is that, Let’s just take direct mail farming and apply the same concept here. Direct mail farming Kevin, what’s the typical process? I’m gonna go out and get 500 doors, I’m gonna look, research a neighborhood, I’m gonna look for turn over and once I get those 500 doors, my next job is to go in and start farming them once a month, right? I show them every month the same time. Year one, maybe I get one to three listings year two, goes like five to seven or three to five, whatever. And year three it goes ten to 12. Now that’s a 36 month campaign and over time the agent builds up brand in that community. Because you keep showing up, right? What would happen if I got lazy and I said, Kevin, Hey Christmas is coming up. I’m gonna take off two months and I’m gonna peace out and gonna go to Cabo with my family. Is that campaign going to suffer a little bit?
Kevin: If you’re mailing out, if it’s automated, the mail will still go out.
Mike: Just say the mail is not going out. So you just took off two months.
Kevin: Absolutely, yeah.
Mike: It’s the same thing with video if you’re going to do video commit to it. There’s no coincidence that Kyle Whistle is the largest agent in San Diego and he also has a de-rock following him around, he does one video a week.
Kevin: Yeah, guys, de-rock is a person that just follows you around with a camera. The Gary Vee has a guy named de-rock who follows him around, basically doing everything whatever he’s doing, is like a reality TV thing, Kyle Whistle does something similar. He also has a show, that he does a thing every week, right?
Mike: Kyle Whistle does a show called Santi East County eats now and because Kyle’s a foodie, we had a really good podcast with him and his passion is food and restaurants and so he started just interviewing restaurants owners, and now he can’t even go to dinner without being interrupted by 25 people because he’s built himself a little local celebrity brand with one of largest referral sources in the in business which are restaurant owners. Think about it, you’re dealing drunk people all day. How many people are talking about moving or buying or selling, it’s a big referral source. So we’re approaching business owners and creating media for them, in exchange for establishing and creating a relationship. But again, folks, it’s all done with consistency, and that’s the way we look at video is that you’re farming your video farming your database, your videos farming your social media platforms, your video is farming your opt-ins. So let’s talk about those different video strategies. How do you match the right one, with your brand? There’s different types of video strategies that you can use.
Mike: My advice is the business owner interview, and I’ll show you exactly why in a second, but we could do green screen content videos, we do local neighborhood interest videos, we could do holiday crazy videos. It doesn’t matter what you do, but there are some perks and bonuses to doing different types. Now, this is an agent in Minnesota. She works with our buddy, Long and Mike over at Realty Group and she established a media show called Local love. Alright, so you could see her little logo in the bottom, right hand corner so the concept is, is that she’s interviewing the spots, the locals love. Now, before I go forward, I will say that she’s a brand new agent. Okay, this is an agent that is probably maybe three to six months into the business, maybe has, I don’t know how many closing she has maybe I can probably could one or two hands I’m guessing. But when you get done with this video, you’re gonna… I guarantee you, everyone who’s watching this is gonna say, “Wow, she looks like she’s been doing this for years.” Video makes you into authority, that’s the power of it, no matter what you’re talking about.
Kevin: A couple of things just came to mind Mike on this. I think it’s brilliant what you’re doing. So one thing is, it’s like first of all, it’s a little mini series, right? It feels like a little mini-series kinda like what you see on those Diner Dash and whatever that thing was.
Mike: Dude. That’s exactly what I tell everyone. I go to this Guy Ferrari, it’s the mini version of Guy Ferrari, Diners Drive Ins and whatever the third word is
[overlapping conversation]
Kevin: Now I love it. I think that’s so cool. You’re become a little kind of a mini celebrity. And the other thing is, so I’ve done lots of interviews and stuff like what we’re doing right now. When I first started I was kind of like, “Okay, well what I’m going to talk about, what am I gonna talk about?” Well, if you think about it, I don’t have to talk about really anything. What that lady did she just basically asked the question, and let the business owner do the talking, so all I have to do in the beginning, it come up with a list of questions and then I’ll ask the owner and they’ll do the talking. I don’t have to do really anything and kinda just sit there, right, and so that’s one. And then the other thing is, she’s a brand new agent. So when agents join our company, one of the first things we mentioned to them is to go on Zillow, get all your reviews, go here on LinkedIn get all your stuff, you know like get your online profile. Why is that important, because when people look you up, they wanna see that you’ve got a authority that you’ve been in the business that you have some experience. [33:33] ____ about this, with this you’ve like bypassed that step, right? Because now I’m the authority because we’re doing this video and then I’m being presented in front of my audience. And they don’t have a choice, they don’t have to go to Zillow to look up the agent that area to see how many reviews they have. With Facebook, we can target the audience so that they don’t have a choice as long as they’re on Facebook, which like… what’s the number of people on Facebook now?
Mike: All of them.
[laughter]
Kevin: So they’re gonna be on Facebook anyway, and they don’t have a choice but to see this. So you’re bypassing that step of getting as many reviews, which I still think that’s important. This is putting the… you’re putting it in overdrive, you’re stepping on the gas. Getting in front of people and it’s just super powerful man and it just clicked now, when you showed this last video with the new agent.Mike:
Mike: So wait till I show you some of these results, so you’re right it is powerful and it’s just like… Depending on what market you’re in marketing, you guys, is nothing more. The goal, at least the way I look at marketing is to relate my story or my service to my intended audience, and that’s the way I’m looking at it. What we’re using with this business owner strategy, this is why I recommend everyone do the business owner strategy if you’re gonna do this is because what you really do it is we’re creating new relationships with future referral sources. Alright, nobody else. We did a dog video, a dog shot video this week for a Laurel Street dog wash here in San Diego for a individual and this is a brand new business. She will bend over backwards for him now, and because she doesn’t have the budget to go out and create a $1500 video like this not that this cost $1500, but that’s about what they would retail at. And he did it for her now, he started off on the right foot. So I’m telling such we’re going after the referrals and the relationships. Now, what we’re also doing is introducing our brand on the business owners audience, because the business owner will share your stuff, for you. I’d show you this that I sell without selling. We take those videos, we also as the SEO theme for YouTube search. Okay, so if you go on and you look at the video you could look up some of Regina’s on Ramono revived. We’ll get it to rank number one in YouTube just from SEO and the YouTube video. We turn everything we turn this in the content and blog posts on the agent’s website, and what we’re really doing is defining the brand with a show. Kevin aren’t all real estate agents local experts in that why people use us?
Kevin: Yeah.
Mike: That’s exactly where it ties it it does it without you having to say I’m the best. Alright, so business owner strategy is by far my favorite. We’ll go through a couple other things a little bit. Now, we also can do a lot of these different green screen videos and content videos, but you send it so earlier Kevin the talking heads and someone standing in front of a whiteboard, talking about interest rates. I’m sorry, good-bye. I’m not watching that. That was cool three or four years ago when no one was doing video. But it’s the same thing. Videos has evolve in a way that we’re producing it and what not. So let me show you what a green screen video is, and if you’re going to talk about real estate stuff awesome, I think it’s great. I think you should. Everyone should be talking about real estate in some capacity, but it’s the video that needs to be a little bit more interesting. So let me show you this is Leslie Lossen
Mike: So compared to a talking head video, that’s again, we’re fighting for the attention of our audience and that’s what we’re using video none of this is lead gen, all of this is don’t forget, I exist and here’s how I roll right now with a content video series. Again, same thing with consistency, there’s difference in what the goals are, that’s what before you do a video strategy you have to match it up to your brand and also matched it up to whatever you want your goals to be. Content videos, brand awareness, same thing for content video, specifically we’re going to rank that on YouTube, so that people can easily be found or it can be found. We’re gonna turn that into a blog post on the website, we’re gonna SEO it, it’s gonna build your authority, core website content. Now everybody’s website. The way I used to do website content on my site is I used to use it as a converting tool, so when I came across the for sale by owner, I had a course on my website that was how to sell your house without a real estate agent because I would send them that, and then I had a reason to follow up, that’s how I use content, I use content to build my authority. If I had expired, or cancelled listings, I had case studies I sent them on my site. So when you create content you need to know how to use it and what it does and it just reaffirms that you’re the right person for the job. It provides value to people asking specific questions. So again different strategy then the business owner, but still effective.
Kevin: Yeah, really cool.
Mike: So, let’s do another video. This would be the third, If I were to rank them in order, this would be the third type of video that I would create, which is be like local points of interest. This is one we use in our training. So this is actually me filming this in a beach here called [39:29] ____ beach.
Kevin: Cool.
[background conversation]
Mike: So this video before I got, when I got here, I was gonna actually start a media series, called San Diego transplant, and I was going to create a ton of video content of me just exploring San Diego, and I was gonna position it into relocations into the San Diego market, because I knew that’s who I would connect with. That’s the only thing I would connect with here. So just again, you could create local interest type videos, think of neighborhoods anything that you wanna do to it to keep your brand on top of mind. But what you’re seeing here is the common theme brand awareness, regardless what the video is. The videos are the excuse to stay in front of our database creatively, impactfully, sell without selling, multi-purpose,d the content that we’re creating to live forever on your website, live forever on YouTube, but ultimately define the brand with the show and established local expert or expertise or authority.
Kevin: I think where this becomes really powerful and you obviously know this is the consistency of it. So then after a while you start to gain a following. So if we’re doing something on a regular basis. It’s like a TV show, really and you being to create a following of people that are interested in that show and then they start expecting it. They start looking forward to it on what you’re creating.
Mike: Yeah, that’s exactly what we’re seeing, but also remember there’s fun type stuff you could do as well. Doesn’t have to be so serious. [43:12] ____
Mike: So this is a blog post we wrote is right now the right time to sell. They were released around Groundhog Day, and we were having a little bit of joke with it, just having fun and being human. Because as a question, we were getting. So again creativity, there’s no shortage of creativity on this. How we fill these is what’s pretty incredible is that if you guys don’t know what a Gimbal is all of those videos were taken on my iPhone six. And what happens is, is that and Kevin I’ll invite all you guys to this if you wanna do this to your agents as to cause Kevin is such an awesome dude. We have what we call DIY bootcamp, what these are, these are just templates what we do is we build out this entire series in the format, and we take shot one, shot two, shot three, shot four, we build out your series name for you and do all that other stuff so that you really know how to do these on your iPhone. And really all we’ve done is cut out the videographer. I think the problem that a lot of people have with the video in general, is that you don’t know what to say or how to say it and that’s really what we’ve developed as the templates on it, that’s all this is, it has to have consistency with it. These business owners shows are like you imagine it like the news comes on a ten o’clock every night, right Kevin? Well if they came out on 11 when people freak out, yeah, what if the sports came at the beginning and not at a minute 22 into the half hour show. What if days of our Lives was it on at the same time in the morning.
Kevin: I’ll go insane.
[overlapping conversation]
Mike: So that’s what I’m talking about it’s just consistency so you just wanna build it and do it with consistency, and even the format you have is a template. See, what happens is that the story changes but the format doesn’t and that’s how you create consistency with content.
Kevin: Love it.
Mike: We have a whole process, I’m not gonna go into it, but what we do in a nutshell, is you filmed videos, we take the videos we upload it to YouTube, we rank it, we create a blog post out of it, we put that video on top of your site, we store the content on your site, we then video email that video out to your database, we post up all your social profiles to, then we run Facebook ads and the databases that we’ve created. One being your audience two being who your brand would resonate as a secondary audience. So you have questions on that. Kevin will tell you how to get hold of me.
Kevin: If somebody wanted to talk with you, to learn more ’cause this is what you do, this is like…
Mike: Yeah, yeah, we build out the whole media strategy and set it all up and automate it. Honestly, these videos, it’s about if you guys have about two to three hours a month, to go out and create these videos and the rest is done for you.
Kevin: What do you recommend is if you were to do someone were to do this how many… How many videos would you start with?
Mike: I’m glad you asked because I’m gonna cover that right now, so it all depends the answer your question. So when you’re creating content like this again, it’s like you gotta look at yourself as a media company, it’s a difference in mindset your job is to create the content to keep your brand at the forefront, the brand defines the content strategy. You just have to be consistent with it. So, I personally think that if you’re going to do something like this, you only need two a month to get started because it’ll fill in how the calendar works. So, in the month of February, that means I shot videos in January, in the month of January, I show videos in December and the month of December I shot videos in November, so that you can do this with consistency, you’re always pre-planning the content in the podcast that I have coming out this week, I’ve done a few weeks ago, right? I have to keep my podcast consistent, and so I’m always trying to get out ahead of that because life gets in the way. So you have to know that ahead of time. So, let’s just fill in the calendar of a video marketing series. Let’s just say, I decide to do the first and third Wednesdays of every month. Great, I know what that is. Now, by the time you publish these videos, remember you’re running ads to your database and to your local community, in this case, the seven all the way through the 14th and you get a little bit of a break and then you got to do the same thing I got right here. So, two a month is pretty consistent. You could go more, I don’t think you need to.
Kevin: Okay, so we create the two a month. And I think that’s great. Do we then… Then what? How do we market that to our database, how do we do all that? Is that something that you help with?
Mike: Yeah, we do all the distribution. So we market, we post on social profiles with video email it to the database and we run the Facebook ads to your database and to your local community.
Kevin: Okay, so does this cost a fortune. Like do I have to empty the piggy bank for this.
Mike: No, our videos run 325 a video fully optimized, fully distributed. Pretty damn cheap. We uberise it, we cut out the video guy, but I’ll come to that, if I want to do a neighborhood video and I decided to do that once a month we use… we use to do these neighbor and videos as a team building time coming, we do go out and do pub crawls and get drunk, and we would stop at four spots and do an interview at each one and we would create a video out of it. So let’s just say I was doing that once a month, you could see how my calendar will fill in quite frequently, let’s say I wanna throw it somehow A wants to do some funny stuff just to get to know me. type videos. Great is about a holiday a month and then you got the listing stuff. Everyone should be doing videos on their listings, that’s a given, and if you’re doing video on your listings and get in the video, build your own brand, don’t just show the house you’re missing the point, build your own brand. But if I’m just doing two of these a month, and just with listings, you could see how you could create consistency with being on camera over time but it is part of your process. You have to adapt to it.
Kevin: You have to leverage those listings, we have to leverage every opportunity to get in front of our audience, and create that brand. So yeah, definitely.
Mike: So what we do is wevideo email it out, I’ll show you exactly our distribution strategy. It’s really not a strategy, it’s a checklist, we get a video wevideo email to our entire database of network, we then post to all of our social platforms, not just Facebook guys, like linkedIn my biggest sale Kevin actually came from LinkedIn ’cause I just consistently post my content in there, and it was the biggest sale ever had in my career and it was right before I moved here, it’s why I actually moved your faster. ‘Cause it was 6.2 million, it came right off of LinkedIn because the guy always sees my content, and I don’t know when he’s watching but that’s the thing. All of your social platforms are nothing more than an extension of your guys as databases. Your website, put every video on your website every video, that’s what your website is your website is your storefront if you wanted to equate it to 7 Eleven and I was trying to give this example to someone the other day, we’re in the big block office and we’re sort of on a side street. 7 Eleven would not put a storefront in our parking lot, because there’s no foot traffic. 7 Eleven is gonna put their store front in gaslamp or in an area where there’s a lot of people walking around because they want to sell more candy bars. Your content is your candy bars folks, people are gonna visit your website lets you give them an excuse to do so, and a super-duper ninja trick would be these small business owner interviews post a coupon for the ten percent discount that you’re promoting for them, on your site, so people have to go to your site, to click through to it.
Kevin: Smart.
Mike: So we put it on your website, let it long live there forever. Most importantly, you wanna optimizes these on YouTube, every video you have, you multi-purpose for rank to reach the cold market, you never know what videos going to hit.
Kevin: Let me ask you a question real quick. And I think, I think you just mentioned it like a second ago, but what do you think about if we do a video with a business owner and we said we offered like a discount did you just say that?
Mike: Yeah.
Kevin: Okay, so that’s…
Mike: That’s the better way to do it depends on the business so say, if I’m an agent say I’m an agent that is doing an interview at a massage parlor or rapist or a nutritionist or something like that, I would offer a 10-15% discount. And that’s the purpose of the video. You’re hooking your database up with a discount.
Kevin: Okay guys, I’m looking you up through with this discount, go to this, go to this website and have it linked or whatever, register here. So now their register, you’ve got their information, you could then follow up with them and say, just thank somebody for registering, hope you enjoyed that place. Hope you enjoyed the video blah, blah, blah. It’s always about creating opportunity to reach out and give us an excuse to reach out to people.
Mike: It’s all this is. The content series is the excuse. You’re exactly right.
Speaker 3: I would do the registration, and then provide them to provide them with the discount through your site or whatever follow-up with them and then we can start retargeting them too, ’cause we’ve got their data now we’ve got their email, so there’s a lot that can be done. I would do it that way.
Mike: My PowerPoint just crashed, but that’s good because I was at the end of my slideshow here, give me a second I pop in to my website, real fast. But what were the last slide? That was right there is, I’ll take that final video and then I will post it. We upload the database directly to Facebook so we’ll take your email list and your cell phone list, we’ll upload those two lists to Facebook as a custom audience of your database. Comprised of all the relationships that you have in life, meaning that anyone you would invite to your wedding or funeral, that you expect direct business from or referral business from. And we farm them. The reason why that’s important you guys is that only about… what’s the algorithm on Facebook and your personal page? One in five people see your posts if that, right, so you’re not reaching 100 percent of them. So that’s the key is that you wanna just be everywhere all the time and that’s really what all it is.
Kevin: So before we go… we’ve some questions here. Can we do that?
Mike: Yeah go ahead and ask, go ahead.
Kevin: How do we set this up for not based in San Diego.
Mike: Great, same way you set it up if you’re based in Texas, or North Carolina or wherever you’re at. Yeah, we have a process sort of in place. A lot of the stuff is sort of like a coaching training that goes with it. There is a mindset shift that happens. This is a transformation process, the way we market our business, and the way you represent the brand, but a short answer is, is that I can walk you through how this process works, but a lot of this is all done virtually. Believe it or not, all those videos are filmed in a green screen room and I’m directing the same way that I’m talking to you guys, right here through the Zoom room and because we write all the scripts in-house, and we do everything we write everything out for you, all you got to show up and talk. So it’s really simple for us to actually do this in any market.
Kevin: Here’s another question that someone asked, what’s the best approach when talking to business owners. I guess it the question is how do they get a hold of business owners. What’s the best thing to do?
Mike: Well, it’ll depend on what your brand is, but the chances are that most people who are doing this, their first few videos they already personally know the business owners that they’re working with because it’s places that they frequent. That’s the brand. So you wanna do it’s gonna be based upon your brand to be on with you. And honestly, you’re probably already at this place, quite frequently, you just haven’t realized that.
Kevin: Yeah, go to this gym talk to the gym manager or owner. If you go to this restaurant a lot, talk to them a…
Mike: Yeah, we had a… I wanna tell a touching story. When we set these up, we do like… so I’ll give you a really good example, this is really touching. So we had a guy in here, we’re not doing his logo design or anything, we’re just doing his video strategy. His name is Josh, Josh P I’ll say and when we done the deep dive with him, he’s never been on camera for us to know what to do and we found out during a deep dive that he lost his husband three years ago, tragically who was a Navy star like four-star general. So it was really, really sad story. But that whole thing really shifted his outlook on life. So, the reason how we got into real state is to continue to his husband’s legacy really, and when we got done crack in his theory, he was crying. I was almost cried. But the point is, is that what we ended up branding him was life short live long and he is so passionate about living every minute to the last because he lost the most important person in his life in a matter of minutes. So he’s all about living in the now, and that’s what this whole series is based off of different experiences that you can’t go without in San Diego. So that is extremely powerful, and really all it it is the stuff that he does. So we did his first one at the dog wash. It doesn’t have to be like a bar or restaurant or fun place, could be a dog center or a dog wash place. It’s just places that you need to experience is all he wants to get out and because that is so personal to him, he’s no longer shy to be on camera.
Kevin: Right it’s easier. So here’s another question, how long before we start seeing results?
Mike: Here like I showed you. This is unquantifiable. I’m not gonna say that everyone wants to say what the ROI? When you’re marketing and you’re building your brand, it’s very tough to measure because you really don’t know who’s watching and when they’re watching it. So let me show you an example, what you will see is Kevin pretty much the same way, when you go to all of your live events. Are you even Kevin Mercuria? I mean people come up and say, that to you. Now, if you’re not doing webinars and videos with everybody and put yourself out there is anyone coming up to you and saying that? Exactly when people do come up and say that to you Kevin are you like “Oh, you watch that?” Like in back to your head, you’re like “Really you saw that. See what I mean, so the same thing happens to every agent. Let me show you a case study, this is the Remona revealed this is insane, the numbers on this. So Remona revealed, only started 60 days ago, okay, this agent is booked through end of October I believe with business owner requests. The first video, she did. Was it a coffee one, first video, she did was the gym next to her business. Anytime Fitness within a few hours of that video launching the Woman’s Gym called her up and say, “Can you come here to video on my gym?” Yeah, let me just show this ad is still running too. So the stats are probably even up higher than they were yesterday.
Kevin: What do you think about getting the business owners to contribute?
Mike: I think that’s great, I think I, I wouldn’t overthink it. What you guys are really doing, is you’re creating mini TV commercials for them. So business owner who’s not gonna want this, you’re just not positioned it in the right way, to answer your early questions. “Hi, I’m a real estate agent, I’m looking to, I’m looking to create content I’ve a little mini-series, and I’m looking to feature you on the next upcoming episode, are you down?” Nobody is going to say no to that unless they don’t want more exposure.
Kevin: Well, then you can show some examples of videos that you’ve done.
Mike: Absolutely. So here’s a composed, right? Need a cup of coffee when you’re gonna work. How about a great place to go for lunch or maybe the perfect spot to meet-up for your friends and cruise mates? Great, just very personable. Not to do with real state. There she is 3827 people reached, 25 shares and 2800 views. Out of the 3800 people reached. That is why she’s booked up through the end of the year. And if you wanna talk about three freaking exposure, here’s the business owner sharing it to every single group she’s in. You could just see the stats, come support us, there’s Romona, I guess this is the… She put it all groups, Ladies who went to Ramona. I mean, you’re talking about leveraging your content and letting other people freaking do it, for you.
Kevin: Now, real quick full transparent on this, how much do you spend to boost it.
Mike: Five bucks a day. Ten bucks a day. Her audience well there’s two audiences so… And we do just boost this. This is the Facebook button ’cause we’re looking for page post engagement, right? We’re looking for people to share and promote all this different stuff. So these two audiences, one is the local community, the local community of Ramona. So the way we layered her audience on her target and get super invented ’cause Kevin you love all the stuff. Usually it’s your age group, demographically because that who you’re gonna relate with, right? We just branded someone the grandma realtor and she’s targeting the 55 plus community. But this grandma rides a Harley. She is super duper cool and we have a lot of fun with out but it’s usually a spitting image of yourself and your database. So there’s two audiences one’s the local geographic area that your marketing. The second one is going to be the database in the list. Now really quick, is the secondary audience can also be targeted, not necessarily geographically, it could be targeted demographic. Okay, so I have a person in Texas. And what we’re creating with her is a I can’t say the name of it because she was already, she’s trademarked this. We’re creating another designation that has a deal with donating a percentage of proceeds back to a dog rescue, and the whole brand is a separate property that we’re creating as a lead gen. We’re basically doing homes for heroes re-created but for dogs and what… What you don’t, the secondary isn’t going to be a geographic, it’s gonna be people who love the dogs, in the overall area we don’t need to be geographic anymore hence the internet. I’d rather you target people demographically that you connect with, then geographically, okay, we have a couple agents that are in the LGBT community, 95% of the business comes from the LGBT community, so they’re going right after it because that’s their market.
Kevin: And that’s who they are.
Mike: Yeah, we have another really good and we’re doing our first Spanish One, someone called Iuda, San Diego its a Christian-based company, and she’s all about helping people and her whole brands built upon that.
Kevin: Love it, love it man. We’re out of time dude. This has been an amazing call. How do we get a hold what do we do, what’s the next… what do you wrap this up?
Mike: So if you guys are interested in this, I love to talk with you. Feel free to visit my site. The direct domain for that is flipthisagent.com. We have basically three different coaching programs that we work through and what not all the information is right here on the site, but we go through a whole in-depth process where we build everything from the scratch, no doubt, including the video strategy and all that part coaching. A lot of service all of it is for building the brand and all we wanna do is put you everywhere all the time, and really make it hard to be forgotten by the people that matter most remember folks where 80% of business comes from not strangers, it’s people you already know.
Kevin: Love it. Okay, and then I’ll share a Mike’s information everywhere, so you guys all can have access to it, and then this is being recorded. We’ll repost it, and thanks so much, man. It was Awesome.
Mike: Yeah. While our pricing and everything’s on that page. I hope you guys got a lot out of it, and I was really…
Kevin: This has been so good. Thanks so much Mike.
Mike: Bye everyone. I appreciate Kevin, thank you guys and you guys have a great day.
Kevin: Take care
Mike: Bye
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