Real Estate Marketing Dude

Lead generation is the name of the game. Who better to talk to then the expert himself? We are gonna be diving into lead generation and what you should be doing.

Jay's Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

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Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, we're going to chat about today. We're going to wrap up the year strong and talking about, guess what? More marketing, but more importantly, how you convert that marketing. So many people, especially in our space, throw a lot of money at stuff that make the ego feel good but don't necessarily get the results at the end of the day.

00:03:05:02 - 00:03:20:19

Unknown

And yet, as you guys, you know what I'm talking about. You know exactly what I'm talking about. Biggest complaint I see is, social media doesn't work or these ads don't work or this hasn't worked Well, most times it's human error. It's not that it doesn't works. They work for somebody, but they're not working for you. So that's not a bad thing.

00:03:20:19 - 00:03:38:05

Unknown

Just means you need to learn how to do it right, Need to know how to do it more. Quit being so damn creepy online and all that fun stuff. So that's we're going to be chatting about today is lead generation. So we brought on the expert himself. They call him Lead Gen J, and he's going to talk to us about best practices, specifically to your space.

00:03:38:05 - 00:03:56:20

Unknown

So go how to take notes, pay attention and we'll get right into it. J What's up, man? How are you doing? In wants to run a little bit about who you are, what you do doing well. Appreciate you having me. Jay Feldman, also known as Lead Gen Jay on YouTube. So actually run a very successful PR agency full time.

00:03:56:20 - 00:04:19:03

Unknown

We have 72 employees across two different offices, so I know all about what you're talking about with the fluff that that feels good but doesn't necessarily generate it leads the personal branding, the social media stuff that everybody thinks they need to do in order to get clients. But my superpower as a as a founder and as a CMO is really generating leads for my agency.

00:04:19:05 - 00:04:41:06

Unknown

And now I teach lead generation to thousands and thousands of people in my private courses, communities and my YouTube channel. So hopefully we can give back to some of the realtors, lenders that are watching the show and maybe teach them a different approach for generating leads that they may not have heard of before. I'm very familiar with with the work I've worked with a lot of realtors before.

00:04:41:08 - 00:04:59:23

Unknown

And yeah, you know, social media is not the magic bullet. This might be for them. So I'm looking forward to getting them back this way. Well, let's get into it. Like, let's just start from the basics. Let's make this very elementary and I will get into the nitty gritty towards the end here. But at least in real estate space, what's the biggest issue?

00:05:00:00 - 00:05:23:20

Unknown

I have my own opinion, but I'd like to hear yours. Where do people go wrong first? Because that's usually where it starts. It's like at the beginning that they screw up and once you screw that up, you can really build it back up. Is that the target biggest? Is it the offer? What is it? Yeah, I think the biggest struggle that realtors deal with is kind of the same struggle that insurance salespeople deal with is that there's not a lot of differentiation in what they're offering.

00:05:23:22 - 00:05:42:24

Unknown

So people tend to go with the ones that they know, like antitrust first. So that's one big challenge that they have to get through. And that's where the personal branding and the social media really comes into play and the networking. So I do think is hugely important for realtors to do those things. I'm not discounting any of those things.

00:05:43:01 - 00:06:03:15

Unknown

So I think that's the biggest struggle. But the second struggle is awareness reaching out to people who might be selling homes, letting them know that you exist. And if they're not selling a home right now, it might be in the future and they might not have a realtor that they know like and trust. So that's really where lead generation and outbound lead generation, which is what I do, comes into play.

00:06:03:15 - 00:06:21:24

Unknown

The awareness aspect. I go back to the differentiation and you're right, and we say this on we might say this every week, if not every other week, but I always ask people, I see a lot of branding and yeah, you know, figure out some would be like, Hey, Mike, who am I? You know, I've got to figure out how they market themselves, not what the what's easy.

00:06:21:24 - 00:06:37:00

Unknown

It's the how that people got to figure out what's actually going to get impacted where people can remember. And no one can ever answer that question because I'll be like, ask, what is the one thing you do differently and what the the wrong answer is. I want to look out for the best interest of my clients. What you should look out for the best interests of your client.

00:06:37:00 - 00:06:51:12

Unknown

If you're a good person, that's not a value proposition. And why do people struggle with that so much? Because, like, if you're a writer, you're just a commodity, especially in the real estate space. This is the same in the law space. You guys. I'm doing a ton of content in the law space right now, so exact same thing.

00:06:51:12 - 00:07:12:04

Unknown

The attorneys don't know the difference between themselves and somebody else. So what? How do you help people do that? Because I agree with you. I think if you're not different, you've got to stick out. Everyone's the same. Everyone in their mother's a realtor. You trip over one, go to the mall. So how does someone get past that? Because I think that's the key personally.

00:07:12:06 - 00:07:39:22

Unknown

Me too. And that's a really hard challenge to do because something that one person can use to stick out really can't be replicated over and over again. So people struggle to figure out what it is that's going to separate them from somebody else. I mean, you look at some of these giant shows, you know, selling Sunset, like what separates them, yet they get the social media presence If you list with them they've they it's automatic clout and their chances of signed at home are higher because they come with all of that that clout in social media pool.

00:07:39:24 - 00:08:03:15

Unknown

And I think that's why a lot of realtors do gravitate toward the know like and trust method because they don't there's nothing different about them. What's different about them is that the person that's hiring them knows likes and trust them. So you asked me some ways that realtors can stand out. I think social media is a good way to do that, especially if the homes that they're selling are people that care about that.

00:08:03:17 - 00:08:22:23

Unknown

For example, we'll do a we'll do some videos, some collaborations on the sale of the home, maybe feature you on the social media platform. But you probably know that that question a lot better than I do. You know, what are some of the different things that realtors can do to stand out and differentiate their offer? What are some of the things that you teach in order to differentiate?

00:08:22:23 - 00:08:42:04

Unknown

Because it's like you said, I take care of my client is not a good differentiated differentiation point that gets overlooked. Just like everything else that everybody says. I like differentiating through brand. Unless you have a unique selling proposition and 90% don't, if you have a unique selling proposition, it's going to be different levels of service that you can stand out with.

00:08:42:04 - 00:08:59:22

Unknown

So we used to have a program called The Owner Advocate where we gave people up to five options to sell their house. We gave them a cash offer, a fixed and list program, a bridge loan option sell instead, which is basically just a leaseback and then the traditional listing. So what made us different and that was our service and our process.

00:08:59:24 - 00:09:19:17

Unknown

So there's other offices that do that. What makes someone different in real estate in general could be a flat fee office, a flat fee service as opposed to a five or 6% commission. It could be the fixed interest list program, for example. That's a very sexy offer, but most people don't do that. The only other way to differentiate is through brand.

00:09:19:19 - 00:09:34:18

Unknown

So if you can differentiate through brand, it'd be like, let's just say I love when people give back. I used to do a lot of those. I had one guy in particular comes on top of my mind that used to sponsor and rescue a dog with every house he sold. So he never sold houses? Yeah, he never sold houses.

00:09:34:18 - 00:10:04:07

Unknown

He saved dogs. The house was just the result of him saving a dog's life. And that's easy to market because people care more about animals than they care about fucking human beings nowadays, right? So it's like. But that's that makes them different, right? So some other things that I can think of that law firms did this actually you mentioned in law firms, if you operate with that law firm, they get special membership access to some of the things in that city that the law firm does parties that are private club.

00:10:04:09 - 00:10:23:10

Today we have Nick Niehaus on the show and we are discussing video in 2024. If you aren't using video, then you are doing something wrong. Get ahead before it's too late.

Nick's Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

00:01:40:20 - 00:02:10:17

Unknown

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.

00:02:10:19 - 00:02:30:10

Unknown

What's up? Ladies and gentlemen, welcome to The Wrap. So the Real Estate Marketing Dude podcast. Folks, we're at the end of the year here. And if you're like most people probably thinking, Wow, 20, 23 sort of sucked, but what am I going to do in 2024? It's what you should be doing this time of year. While business is slow this year, maybe a little bit slower than the normal for a lot of people.

00:02:30:12 - 00:02:47:10

Unknown

But regardless of what happened this year, when the summer comes around, one of the things I always do is just practice and think about what the hell I'm going to do next year differently. What changes am I going to make? One of the things that you have to do is make changes, especially right now, this is the best time to make changes.

00:02:47:10 - 00:03:12:06

Unknown

Is when everybody started looking around what to do when there's an interrupt or a pattern change or anything like that. That's the best time to go out there and actually stand out. Stick out. One of the ways to do that is going to be obviously with video, if you've been on the show for quite some time, we talked about video, we script an interview, lots of videos over the years, and we brought on Nick that's going to tell us everything about video, where he sees it going and whatnot.

00:03:12:08 - 00:03:32:04

Unknown

And that's we're going to talk about today. What are you going to do next year in video? A lot of change. In the last 18 months, we saw long form go to short form. We saw, you know, like the need for less, call it edited videos even more. Authenticity has always been the key. But what's coming in 2024, you have artificial intelligence.

00:03:32:04 - 00:03:47:11

Unknown

Can you use that for script writing all this other stuff? So that's we're going to be chatting about today. So without further ado, let's go ahead and introduce our guest, Mr. Nick Niehaus. Yeah, absolutely. Thanks, Mike. Excited to be here. Thanks for having me on. Why don't you tell everybody a little bit about what you do business school.

00:03:47:11 - 00:04:03:04

Unknown

What does that tell you about when you get into it? Like because what we want to talk about is how we're going to do in 2024 on video. What can we do that you haven't done already or what you see where the trends and what should we be focusing on? Yeah, absolutely. So I guess, first of all, you know, I run a company called Business Video School.

00:04:03:06 - 00:04:22:03

Unknown

We primarily teach real estate agents how to use video. And one of the key components of that is that we really teach people that video is a form of communication. So, yes, it's a marketing tool. Happy to provide some tips and tricks on that front today. But I think that that in my mind and heading into 2024 is maybe the most important thing to sort of understand.

00:04:22:04 - 00:04:38:20

Unknown

You know, coming into this year. You mentioned obviously it's been a tough year. And the good news about that is that there there's less noise, there's less people marketing. I mean, there's literally less agents than there was a year ago. But there's also just once agents that cut back on their their ad spend, they cut back on their effort.

00:04:38:21 - 00:05:02:05

Unknown

You know, they're they're out there looking for side hustles. And I get all that. But that means there's just less content being created, there's less being posted. And so a lot of ways, I think heading into 2024, I mean, you got to think about it as an opportunity. I mean, this is this is a chance if you're still serious about your business and you're looking to grow, we are the projections look like we're going to see a bit of an increase in transactions, not back to where we had been, but that's going to help a little bit.

00:05:02:05 - 00:05:29:15

Unknown

So I think that, you know, you mentioned obviously short form got big. I think we're actually seeing a shift a little bit back towards long form. Again. You know, Tik Tok added 10 minutes and a live video never went away. Rights. There's some opportunities there. But I do think you know what you're talking about, authenticity wise, that is probably the biggest trend we're seeing, is that I was doing an example, as I did doing a presentation that day, and I asked the roomful of folks like, who here can define your ideal customer, Tell me about them.

00:05:29:19 - 00:05:45:15

Unknown

Like, do you know any of the information about that person you're really trying to attract? Is that niche? Two or three years ago, nobody had an answer, right? Like everybody was just like, I buy it. So how's anybody I can work on? Anybody. I wanted to relate to everybody. Again, we're like trying to do what everybody like the person, like they can't stand, like, you name it.

00:05:45:16 - 00:06:02:05

Unknown

How are you going by us? I got you, bro, Right? Yeah. Like the guy I absolutely hate. I really want to work with that person. Right? Like, we know that's not true. We know that's also just not how your business works. You tend to attract, you know, certain categories of individuals and probably push away other types of individuals that sort of natural, but that was what struck me.

00:06:02:05 - 00:06:20:24

Unknown

This event is the average person in the room. They actually had some information about their ideal customer. They had started to think about this and that. To me, that's the that's the thing that's shifting. You know, I think a lot of agents that have been serious about their business for years have finally sort of accepted this reality of like, look, communication is easier.

00:06:20:24 - 00:06:37:16

Unknown

That's ever been it is so easy to put information in front of other people. And what that means is there's just so many more people doing it. So if I want to cut through that noise, I have to say something more customized for my ideal customer. Right? I got it. I got to get a message, is going to get their attention and is going to attract them.

00:06:37:16 - 00:06:54:17

Unknown

It's going to get them to want to start paying attention to me on a regular basis, especially in these periods where not that many people are buying or selling houses. Right. Because that's that's your brand, period, right? I mean, if anything, the agents that did it right this year, they focused on brand building. They got even better, you know, sort of learned even more about that ideal customers.

00:06:54:18 - 00:07:08:19

Unknown

They could cater their content even more to them. And now they have thousands of additional people that know who they are, who are starting to trust them, starting to like them, you know, starting to see all the stuff they have in common with them. As soon as those people want to sell their house, they already have their agent.

00:07:08:19 - 00:07:23:01

Unknown

Right. And I know I know you've been talking about, you know, being top of mind for for many years. Right. That's the power of video. Is your face being the first face, the pops into that person's head. And so I think I think that's the big trend right now is is get to know that customer. Be honest with yourself.

00:07:23:01 - 00:07:38:08

Unknown

It's okay to narrow down and sort of pick a certain kind of group of people and then just make sure you understand them really well. And then my favorite version of this is to look at where you overlap with them, right? So what are your interests? What are what are pain points you've experienced in life? Match that to your ideal customer.

00:07:38:08 - 00:08:08:04

Unknown

Find those those commonalities, the things that both of you are really excited to talk about. And that takes some work. It takes a little bit of soul searching perhaps, but you do that come to 20, 20 for that information, you're going to kill it. That's great that people are actually seeing it. You're right. They are. I could really I mean, I really thought about it because they're usually when I used to do a lot of like brand, the first question like what's interesting, you and everyone else like this first thing ask right See like if they if they can recognize that and a lot of times 90% of time like, I'm going to you

00:08:08:04 - 00:08:23:10

Unknown

know, work in the best interests of my client, I'm going to do a good job on them. I'm like, Are you supposed to do that? Like, yeah, like, like basic requirements of the job. Yeah, But yeah, I mean, that's good because that's all this is, is brand. So like Nick, are you told me that I just get on video.

00:08:23:10 - 00:08:41:21

Unknown

I'm not just going to start generating a ton of lead just because I'm on video. Well you know unfortunately nowadays no. Right. I mean, there kind of was that point man. We used to make videos.

If you still see yourself as just someone who sells houses, you might need to reevaluate. In this market, you should be an entrepreneur. You should constantly be looking for new ways to make money in this market and new ways to capitalize on a shifting market.

Dan's Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

00:03:33:13 - 00:04:04:18

Unknown

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.

00:04:04:20 - 00:04:25:06

Unknown

What's up? Ladies and gentlemen, welcome to Other Up. So the Real Estate Marketing Dude podcast folks, Rome is burning. Things are going all crazy. Holy shit. There's another NAR lawsuit. This one claims to take down the industry. The number two just came out, I think, yesterday. Folks, this is not going away. And what's going to happen? Sorry, my mic's like pulling on me.

00:04:25:06 - 00:04:43:04

Unknown

But what's going to happen is that the cream is going to. What's up? What's the saying? The cream rise of the top or what am I trying to say? Cream rises to the top. I think that's what what I'm trying to say. But that's what's going to happen. This is like a what's the DA wisdom rule called survival of the fittest.

00:04:43:04 - 00:05:08:11

Unknown

Right? That's what's going to happen. Survival of the fittest right now. And people are freaking out. I'm loving it. Like, not that people are freaking out, but I just see nothing but giant opportunities because I love paradigm shifts in the market when everything is going so smooth, so easy, no one changes and you become complacent. And that's that complacency that's got you kicking yourself in the pants right now because you haven't changed in the market.

00:05:08:11 - 00:05:25:18

Unknown

Just caught you with your pants down. And when that happens, you have to change. And so many people are just stuck right now. They're like still like me and they're not doing anything. But folks, if you listen and pay attention, if I told you last quarter here, it's just going to be about what to do when that shit changes and this is going to be one of those shows.

00:05:25:20 - 00:05:42:24

Unknown

So we brought on Coach Dan Gordon and Dan is going to go out and Ganz. A whole brand is for bad ass entrepreneurs only. Okay, so we're going to talk to you about entrepreneurial ism because you're not another salesperson chasing a check. You're selling houses in real estate. You're you don't work for your broker, you work for yourself.

00:05:43:05 - 00:06:00:03

Unknown

And if you're not positioned as an entrepreneur or you don't view yourself as an entrepreneur, I will promise you you're going to be out of business in the next 6 to 12 months. So without further ado, let's go ahead and introduce our guest coach. Dan, what's up, Dan? Mike, thank you. Thank you. Thank you for having me. I just.

00:06:00:03 - 00:06:22:09

Unknown

I love what you shared. I am a big fan of things changing. I'm a big fan of things breaking in. I'm a big fan of things failing because in breaking, failing and changing, that's where you learn the most about yourself. That's where you grow. But as human beings, we are designed to avoid new things. It's just it is endemic in our humanity.

00:06:22:14 - 00:06:46:07

Unknown

And your ego, like the part of you that keeps you safe, tells you don't do anything new. And when something new happens, it says, run away from it. Yeah, but look, I have studied successful people all of my professional career and the one throughline of every successful person I'm talking from Richard Branson to Dr. King was the Theresa.

00:06:46:09 - 00:07:11:14

Unknown

Everybody who has made a splash in the world. They have run towards change, not away from that. Now, it's an easy thing to say. I mean, that's a refrigerator magnet, that's an Instagram post. But how do you do it? Right? It reminds me of like when I went skydiving, I was all about skydiving too. My instructor rolls open the door at 10,000 feet and I'm like, Holy shit at this.

00:07:11:14 - 00:07:37:08

Unknown

It just got super real. Yeah, that's so here's the here's the first thing I want you. Thank you, Mike. You too, listener to remind yourself of. And that is, I'm safe no matter what's going on. That's different or crazy or you're worried about actually, you're safe. And it is in worry that you shut down your creative pipeline and things get worse.

00:07:37:10 - 00:07:58:03

Unknown

So worrying does not help. We only worry because we. Because we feel like we're in control. If I'm worried about something, I'm taking action. You're not. You're actually limiting yourself. So the first thing you have to do is you have to surrender, worry And and remember, if something was going to take you down, it would happen by now.

00:07:58:05 - 00:08:25:18

Unknown

You know, the fact and I love realtors, I love people who are in real estate and I've worked with over a thousand entrepreneurs. And the thing I love about people in real estate is they work harder because they have to. It's a really weird business. You begin a real estate business at a very high dollar product, and most people who get into business to not start at a high dollar product, you guys jump right in to the fire.

00:08:25:20 - 00:08:51:24

Unknown

And so because of that, it is so important that you connect with your clients on an emotional level. Thank you at all. Right. And so what that means Wait, everyone has commission breath, though. Everyone's out there selling their Have you seen interest rates that here's the post going around social media right now. You know, here's what happened in 1972 when buyers waited for interest rates to come down.

00:08:52:01 - 00:09:34:13

Unknown

I'm like, Quit selling your shit, dude. Like, why do you always have to sell, stop, start, stop selling and start serving people and watch what happens? Like exactly. You can't be a salesperson anymore. Like you you, you are in sales. Okay? But anyone in sales isn't good unless they're great at service first. Yeah. And. And what you're saying about sales, the the perfunctory term of sales is that everybody hates salespeople because the way that salespeople act now, if you are selling in that way, you aren't a salesperson, you're con artist, you're trying to convince someone to buy something.

00:09:34:15 - 00:10:00:23

Unknown

If and we've all had those experiences where we bought something and think, Wow, the person who sold me this, they weren't like a salesperson at all. They just helped me. But that's what you have to do. So we've been looking at condos in Long Beach, right? And the thing that's so fascinating about this, the the realtors that we've talked to is so many of them, just like you say, Mike, they're just pushing product.

00:10:01:00 - 00:10:21:00

Unknown

Here's what I want to hear. And I've never heard this once, but for my clients who are salespeople, arms who are real estate agents, I've told them to do this and it works like a charm when someone walks into a house that you're selling, you greet them and you say, Hey, can I tell you the thing I don't like about this house?

00:10:21:00 - 00:10:36:08

Unknown

And the three things that I love about this, I see that all the time. I used to trash fucking house and I'd be like, just because, like, honestly, the first showing was like, I always set up a decoy showing because on the first show, no one knows, no matter what you guys like, you guys know the business. Like people say they want this.

00:10:36:08 - 00:10:49:01

Unknown

They never end up buying what they fucking end up saying they want buying from the beginning. So I always threw a bomb in the middle, especially on the first groups of showings. And I was there to earn trust and I'd be like, Dude, I wouldn't like that. I want to let your grandma buy this house with a ten foot pole.

00:10:49:03 - 00:11:05:18

Unknown

Get the fuck out of here. Like, there's no way in hell I'm letting anyone buy this house and I'll talk them out of the sale. But you're right, because what happens is that people are just like, Damn, that guy's looking out for me. And I hate those. The little things are what generate referrals, guys, those little things and all those dos being best interests.

00:11:05:18 - 00:11:24:22

Unknown

My client. Like, if you're worried about yourself, then why the hell would you let them? Like, we just called moral responsibility, dude. Like, I don't. To me, that's common sense, but there's a lot it is people that it's not to it's scary. And you guys are the ones that are going to get your ass kicked as this lawsuit changes.

00:11:24:22 - 00:11:43:12

Unknown

All right. And it is scary. And the scary part is, is that you put all the time and all this effort into work it into something and you get nothing from it. Right. And when that happens over and over, you get traumatized. I mean, straight up, you get traumatized by it and you're worried. This is what I was talking about earlier.

00:11:43:12 - 00:12:07:14

Unknown

Your worries starts telling you a story that it's going to happen again. But the only way is going to happen again If wh

Todays market is a brutal one. If you are going to succeed, you need to learn how to pivot. If you are stuck in the same old business strategy, you might be in for a rude awakening.

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

00:01:29:05 - 00:02:00:08

Unknown

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.

00:02:00:10 - 00:02:23:24

Unknown

What's up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast. Folks, we've got a lot to talk about today. I want you. If you're sitting to work working out, I want you to stop working out and grab your pen and paper. If you're sitting at a desk, grab your damn pen and paper, because we're going to be chatting about today is exactly how to pivot in today's marketplace, because I can't tell you the amount of stories, the amount of posts I see on social media.

00:02:24:01 - 00:02:45:14

Unknown

As a matter of fact, I just logged on to Facebook one day today and in the post that I read was, Hey guys, it was an anonymous, of course, because no one wants to admit this, but this is happening all over the country with people in the industry. And she goes, Ah, he says, Hey guys, this is the worst year I've ever had in my life and I'm not going to make my mortgage payment in the next 30 days.

00:02:45:16 - 00:03:07:02

Unknown

I don't know what the fuck to do. Essentially, where do I do? Guys like they're just asking for help. And this is a consistent story's us right here, folks. 90% of the industry has never seen a shift. Repeat that. 90% of the industry's never seen a shift. And if your broker has ever seen a shift, it's very hard to find leadership in this marketplace today because you got to see people who are doing it.

00:03:07:04 - 00:03:23:02

Unknown

Reality is that these are the best times. And even though it might be hard right now, whoever does pivot, this is when people are born, this is when brands are built. So market share is taken. And this is when you really build your legacy. It's when things go easy that it's very hard to stand out. When things don't go easy, it's very easy to stand out.

00:03:23:04 - 00:03:44:23

Unknown

So the opportunity you have in front of you is very trying for any of you guys. And it might not be smooth road right now, might feel a little rocky and that's normal. Welcome to the shift. But it's what you do and how you react is going to make the difference. So if you don't want to end up like the story I'm going to or I just told you about, I want you to listen to our guests today because this guy knows all about pivoting.

00:03:45:00 - 00:04:06:14

Unknown

Absolutely. Lutely, super successful, sold his company. I'm not going to let him tell you, because this guy's a serial entrepreneur, but there's not a better person to have today than the get your get out of your damn box. Get outside your box, get out of your own head. There's a ton of opportunity, but you need to pivot. So without further ado, let's go out and introduce our guest, Mr. Nixon, a Did I say your last name right?

00:04:06:14 - 00:04:23:17

Unknown

Nick In Alamance article it's like Coca Cola. That's not Italian, is it? It is. Jesus. I didn't think it was. Oh, my goodness. All right, let's tell everyone who the hell you are. What are you doing? What are we good to talk about today? Yeah. All right, I'll. Maybe I'll give you a call about 92nd or 62nd version.

00:04:23:17 - 00:04:40:16

Unknown

So I live in Miami. Data entrepreneur, originally from Michigan, super blue collar, middle class upbringing. All four grandparents worked at the same factory. Dad, uncles, brothers, all worked there. I said, Hell no, I'm never working there. I want to be rich one day. Couldn't sing and dance, couldn't rhyme, can't act, can't play an instrument, not going to do anything illegal.

00:04:40:16 - 00:04:57:23

Unknown

So what was left? Sports. When I played college baseball while playing college baseball got introduced to kind of like I would say, the lowest common denominator to sales and entrepreneurship, which was the direct sales and work marketing and sales. 18 I drank the Kool-Aid. I made no money for several years, but I attended every event and every training.

00:04:58:00 - 00:05:21:13

Unknown

And that's the best part about that industry. It's just nonstop community culture and training. And you're just, you know, you're trial by fire. And I learn sales, I learn objection handling, I learn prospecting. And then finally, I learned leadership made my first million and direct sales at 25. Company went to business. I bought the assets of that company and gave birth to a company called by Salus and it was a 15 year run.

00:05:21:15 - 00:05:38:15

Unknown

But on that journey we built it up to about 40 million a year. It crashed in 12 months. It went from 3 million a month in sales to 600,000 a month in sales, and that was because of the recession, the same one that hit all the all in real estate in 2009. It buried our high end anti-aging supplement company.

00:05:38:17 - 00:06:03:14

Unknown

And what did we have to do? We had to pivot. And I'll talk about that pivot later. But we pivoted. We created body buy by the 90 day challenge. We did 2.2 billion in sales, 19 countries, 3.6 million customers made tens of millions of dollars, personally created 70 millionaires. It was freaking epic. Sold the company three years ago and now a company called Renewable Real Estate, which is a platform that connects real estate agents to the best solar professionals out there.

00:06:03:14 - 00:06:25:13

Unknown

And does a commission split down the middle to both sides. So I get it in 75 seconds, I think. Yeah, I think I think you freakin nailed it. You might have done this before. I think. Oh, yeah, you guys in the 2009 was the last time the market. What you talking about? We need to pivot. So last time the market for those are there weren't around which again is 90% of the people are listening to this right now.

00:06:25:13 - 00:06:47:23

Unknown

If you're still practicing there's all kinds of opportunity in those times as well. But it wasn't just sitting there. And what I see in the industry today is a tremendous amount of opportunity to pivot. You can see what's going on and here's why. You guys. Let me first just paint the picture. If you got your head in the fucking sand, there's a huge there's a huge lawsuit going on right here, some tapping new commissions.

00:06:47:23 - 00:07:06:08

Unknown

Commission compression is real. It is happening. The days of you getting 5 to 6% commission are no longer. It's not going to happen because what's going to happen? I guarantee it. I mean, right for the last ten years of this damn podcast, I guarantee you I'm right on this one. What's going to happen is that people are going to start undercutting themselves and you're going to compete on value in price.

00:07:06:08 - 00:07:24:04

Unknown

Initially, that's what's going to happen because Narcan no longer control buyers, agent commission, that's going to go away. You can't say you have to get credit cooperating commission. And when agents start going up against each other and there's a lack of value, people immediately compete on price. So that 5% commission is going to go down to four and a half and you'll be like, No, that motherfucker took four and a half.

00:07:24:04 - 00:07:51:19

Unknown

I'm going down the 4%. Fine. I just want the damn sign in the yard. Fuck, I'll do a signing yard for three and a half, and that's the beginning of it. You guys, are everybody in real estate? You no longer sell real estate. You are the fucking digital mayor of your damn market. You are everything home services, You are Home Depot, and you have to be everything around the transaction of real estate buying and selling real estate, I believe, is only part of your job, even though it's probably one of the most fruitful, one of the most, you know, lucrative pieces.

00:07:51:21 - 00:08:17:24

Unknown

It's not all. And that's why, you know, a guy like Nick came over and created a solution for solar income opportunities for real estate agents because you share that client. But that's part of the battle. Solar is just one aspect of it. I believe you guys have a multitude of opportunity to get in there. This is the reason why mortgage companies are creating is legally so that real estate agents can actually partake in a commission of the lending company.

00:08:18:01 - 00:08:38:11

Unknown

You're going to see this across all fronts because it doesn't mean you're going be out of business. Just the way we did business is going to change and change, and I think now's the perfect opportunity to change with it, because whoever does is going to be the one standing while everyone else is floundering. And what happened in 2009 were that not the people didn't change what happened.

00:08:38:13 - 00:09:00:22

Unknown

They got crushed. So sorry to go on a long winded rant there, but walk us through this pivot because I see nothing but opportunity here. And although it's painful right now, if you're a real estate agent, what the hell are you doing? Well, I think nu

If you haven't heard about the massive news that is the NAR lawsuit, then you need to check it out. Today we are talking about the massive opportunity this is bringing.

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Transcript:

00:00:12:24 - 00:00:44:08

Unknown

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster of Real Estate Marketing. Doing this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.

00:00:44:10 - 00:01:13:06

Unknown

What is up? Ladies and gentlemen, welcome another episode of the Real Estate Marketing Dude podcast and holy crap, folks, have you been following this show for any period of time? I've been talking about what just happened this week. I've been talking about that for the last two years, well before the lawsuits, well before any of this stuff. The importance of building a personal brand and or a unique selling proposition to stand out.

00:01:13:08 - 00:01:33:02

Unknown

Well, the numbers, if you even tuned back to several years of episodes, the numbers with consumer dissatisfaction were evident. They were out there planning it. And this is going to be the fuel to the fire that they've been waiting for. So what we're going to be doing, though, in this show is that this is not all doom and gloom.

00:01:33:04 - 00:01:55:00

Unknown

Two nights ago, I couldn't sleep, literally could not sleep, could not sleep because I was like, oh, my God, should I start a brokerage because of this? The opportunity here is also very, very large. So this is not going to be a doom and gloom show. It might be for some of you guys, at least if you're not willing to change, because one thing for sure is that this market will change.

00:01:55:02 - 00:02:12:11

Unknown

There's no doubt about it. The way you're going to be compensated is changing. I mean, it's going to happen. And if you go on social media right now, you're seeing two different sort of trains of thoughts. The other a lot of people are like, well, you're going to have to list to win list live to list or last list or whatever they're calling it.

00:02:12:16 - 00:02:37:02

Unknown

Great. Still doesn't the fact that you're going to lose 50% of your commission in the buyer side of the commission. Right. Whether you list or not, you still have income that is generated from buyer commission revenue. And it's not just about that. What is more concerning more than anything is that honestly, you have to look into the remarks like, go, go ahead and hit the NBC News article and go scroll through the comments.

00:02:37:08 - 00:02:58:17

Unknown

And that's where the true answer is, folks, because I spent at least, gosh, maybe 30, 45 minutes just reading through the comments of the news articles that are coming out, bashing the industry, saying how real estate agents held them hostage, essentially, which is bullshit. But, you know, the news and the media's going to spin in whatever way they do, like they always do.

00:02:58:17 - 00:03:18:04

Unknown

It's always say they're fake news. But the comments are evident. Guys. People don't like real estate agents. And, you know, I didn't we didn't need this lawsuit to come out and tell us that we saw this in the in the Atkins customer or client satisfaction surveys that have been done over the last four or five years. So the writing's been on the wall.

00:03:18:06 - 00:03:54:17

Unknown

Now, why is that not all doom and gloom? And let's start with actually both. Let's do the pros and cons. Maybe that's what we call the show pros and cons of the doom and gloom of the in our settlement, because there's a lot more pros I see so far in cons. And I'm not just saying that to hype you up paradigm shift like this is when people make money, This is when people take market share, this is when people gain ground and this is when people stand out, stick out, and nobody makes it big in when everything just go in the same way.

00:03:54:17 - 00:04:16:07

Unknown

It go in the same way, go in the same way, go to somebody, go to the same way. And this has already happened a few times before where there are sudden shifts and different people just blew up overnight. It seems like the last time we did this was 2020. In the COVID era. How many people became tik-tok celebrities in such huge social media followings just because of was stuck to their phones for three years.

00:04:16:09 - 00:04:38:05

Unknown

So there isn't a lot of doom and gloom, but the doom is is at commission compressions real. Like the days of getting 5 to 6%, they're gone. Telling you right now they're absolutely gone. Some people are going to hate that. I say that. And I understand you're comfortable doing business the way you were, but this is not going away.

00:04:38:07 - 00:04:55:22

Unknown

There's many lawsuits I can't even imagine the amount of injury attorneys are just sell the testing, because what this lawsuit does is it could open up why can it open up lawsuits for all the other people? You know, you just need a client or consumer to say, hey, I thought I didn't get I wasn't given an option. Right.

00:04:55:24 - 00:05:24:19

Unknown

Option. That's going be key to later on in today's show. So pay attention to that option, That word, that's the name of the game here. But let's go back into some of the doom. So like you're going to have to assume that your commissions getting cut. If you look through the comments on the NBC articles, the biggest one they're saying is like, why should an agent get paid for the same amount of work that they would do on a $100,000 house to sell that house, the same amount of work they're going to do on a $2 million house to sell that house?

00:05:24:21 - 00:05:46:02

Unknown

And why should they get paid 40 grand versus four grand? And that's the complaint. This has never been adjusted. And if you put yourself in the consumer's shoes, not in your own get out of your own skin, put yourself in the consumer shoes. You can see the positioning of this and you can see their point. If not, you're being ignorant.

00:05:46:02 - 00:06:00:05

Unknown

You could see they have a point and right off the bat, like what's going to happen in the next 3 to 6 months, even before like, I don't even know how this thing settles. But what's going to happen is that you're going start having the conversation and be like, Hey, I don't want to pay that commission. I just saw somebody's article.

00:06:00:06 - 00:06:16:19

Unknown

You're going to know how you're going to have to be careful in how you answer that. Make sure you're protected in the paperwork. But I'm not going to give you a legal argument today. I'm sure your broker is doing a good job of that. Make sure they are, though, or find somebody who is because the commission compression thing is going to be real guys.

00:06:16:21 - 00:06:37:16

Unknown

It's just going to happen. How low is it going to go? I don't know. But I don't think you're going to ever double end the deal ever again in the rest of your life. That's one safe bet. And if you do, it's it's like it's a unicorn, but don't count on it. But if there's no buyer agency fee, the question really becomes is how our buyer agent's going to be paid or are they going to be paid at all, or are they just going to be totally cut out?

00:06:37:18 - 00:06:57:14

Unknown

Well, we know that consumers are probably not going to pay this out of pocket. That's my hunch. We can't prove that. So we haven't seen it yet. But I just it's going to be interesting to see what's going to happen. So the one thing I do know and I could promise you, just going to happen to rewind the show and if you don't believe me, go back to the last four years episodes, go look, go look at multiple listing options.

00:06:57:14 - 00:07:20:22

Unknown

Go look at unique selling proposition episodes. Go look at personal branding episodes. These are the things we're talking about. The reason are we talking about that stuff then was because of what happens right now, because your broker can't save you here. You're still an independent contractor, which means it's up to you to decide how you're going to do business and what's diligent.

00:07:20:24 - 00:07:43:02

Unknown

You can't buy buyer leads anymore, like there's no value to them Once this goes down, there's no value to that. What does that mean? Quite a lot means you're going to be in charge of your own damn business, just like any other business owner if things are going to change for a while. But the number one thing that's not going to change is the relationship you have with your clients, the relationships you have in life.

00:07:43:04 - 00:08:07:19

Unknown

Because all of those people, regardless of how you chop up the last ten years, nothing matters anymore based on this ruling. This is big deal, guys. But the last the buyer, you your commission is going to get cut. I lost my train of thought. I'm getting all pumped up and excited here. So let's get out of the doom, though, Johnny.

00:08:07:19 - 00:08:23:13

Unknown

Like, I don't want to be I don't want to be a Karen here and talking about this and just boring people to death. I'm like, Oh my God, I don't want you guys to go, go, quit. Or, Well, a lot of you are going to quit. That's part of the opportunity. So actu

If you decided to start creating content, you probably realized how hard it is. Today's guest can tell you exactly how to do it and how to make it look good.

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Real Estate Marketing Dude

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Transcript:

00:05:40:08 - 00:06:11:10

Unknown

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.

00:06:11:12 - 00:06:33:10

Unknown

What's up? Ladies and gentlemen, welcome to the other episode of the Real Estate Marketing Dude Podcast. And most of you been listening to the show for years know us as video, and we haven't done it with video, video marketing and all that other stuff. And we haven't done many podcasts recently on video, but the title of this one is How to Shoot Videos That Don't Suck.

00:06:33:10 - 00:06:54:15

Unknown

And folks, I can tell you that in the last few years, all the videos we've created, the thousands of videos we created, there is a formula here and it doesn't matter if you're ugly, you're fat, you stutter, it doesn't matter. The biggest, I would say, reservation I get from people and they're trying to get on camera and they would hire us was be like, I'm too boring, I'm ugly.

00:06:54:15 - 00:07:14:19

Unknown

I've a face made for radio. None of that shit matters when it comes to video. You have to know two things how to main, how to maintain and retain attention, and how to take people through a story essentially and add value to them while you're doing it. So we brought on Mr. Steve Stockman, who wrote a book on how to shoot videos that don't suck.

00:07:14:19 - 00:07:37:20

Unknown

This dude's in L.A. He creates shit for people and he's very creative and he's going to break down. I don't know, let's call it the infrastructure of a successful video, if that's okay. But without further ado, let's go ahead and introduce our gas and we're going to break it down for you guys. How to create videos that people are actually going to watch and that you'll feel happy to put out there on social media, YouTube and all the above.

00:07:37:20 - 00:08:03:19

Unknown

So, Steve, how are you doing? Why don't you tell everyone a little bit about who the hell you are, where you're from, and let's get in Skype, all kinds of questions for you. I'm doing great. Thank you for thank you for having me. So I do TV shows, then a feature film, music videos, basically. I've been in Los Angeles making a living as a director and a writer and producer for quite a long time, and I like to teach about video.

00:08:03:21 - 00:08:37:19

Unknown

You know, when the big video revolutions started, it started to be like a doctor at cocktail parties. You know, you'd walk in, but instead of saying, Hey, could you look at this boil on my neck, they'd go, You know, I've got a video. Could you look at it for me and tell me how it is? And what was funny about it was that it was almost always a series of related problems that were perfectly understandable because in the olden days, I don't know if you remember the olden days, but nobody asked you to make videos in the olden days and the olden days videos were things that people who are professionals like me made and

00:08:37:19 - 00:09:03:06

Unknown

normal people never made them, and in fact were so excited to see themselves on a TV screen when they walked through the the video store at the mall that they would point and smile at it, you know, which we don't do anymore either now that everything is on video all the time. So so I wrote this book and how to Shoot video that Doesn't Suck is in nine languages and 250,000 plus copies.

00:09:03:06 - 00:09:30:18

Unknown

You can get it wherever books are. But the reason I wanted to talk to you is I just did a video course also that's designed to help people really understand how to make video that other people will want to watch. So let's break it down. Where is everyone going wrong? Well, I think the first the first most important thing to think about when you think about video is what you watch, right?

00:09:30:20 - 00:10:01:18

Unknown

Because even though none of us or many of us are not professional videographers, we understand video. We've been watching it since we were born, basically. And so we speak the language, which at least we understand it, you know. And so if you trust your instincts, that's probably one of the first rules of video, which is if you're doing a video for a house or a real estate project and you're looking at it and going, Oh, this is crap.

00:10:01:20 - 00:10:26:19

Unknown

It's crap, you know, so the director's job, oddly enough, is to stand up and go, This is the way it should be. This is the color. It should be. This is where the actor should stand. This is how I want to point the camera. And directors get paid a lot of money to do that. If you're running your own business or your own your own real estate business, you have to be willing to do that for your videos and be real honest about what you like and what you don't like.

00:10:26:22 - 00:10:48:15

Unknown

And don't put anything out there that you wouldn't choose to watch. Good point. Where do you start? I feel like a lot of, at least in businesses, when they start making videos, one of the biggest problems I see is they treat it like a sales pitch from the get go. And it's and I get it. Guys like we're taught to sell our services.

00:10:48:15 - 00:11:06:21

Unknown

And if you believe you're the best person in the job for it, you should. However, if you're constantly just selling your shit, well, people are going to tune you out eventually because you're not adding anything of value no differently. And I say this every show almost. If you talk to your wife about work on every frickin day, she's going to divorce you because you have nothing else interesting to say.

00:11:06:23 - 00:11:22:22

Unknown

Well, if all you're doing is just trying to get me to give you money, well, it's the same thing you have to have. There's a format here that has to take place for people to actually consume your content, because if they're dropping off, 80% of people drop off in the first 8 seconds. So it's even higher than that.

00:11:22:24 - 00:11:47:00

Unknown

So every bit of it adds a lot of value to it. Yeah. So a way to think about it is think of it as a transaction. You know, you are providing your video needs to provide people with an experience they actually value because we can get from our phones to a billion other videos besides your crappy video in 3 seconds.

00:11:47:02 - 00:12:16:04

Unknown

Right? So there's no reason for us to stick around unless we're getting value from the transaction of watching. So we need to be entertained. We need to be intrigued. We need to be taken for something of a journey, a trip. We need to go on a ride and we need to we need to be able to feel like we got something out of it.

00:12:16:04 - 00:12:38:23

Unknown

And the benefit of that is if we do, we're going to come back for more later. We're going to be willing to trust you. And if we don't trust you, we are never going to watch another one of your videos. And that's a really important thing that people don't don't immediately understand until they start to think about the way they watch videos, because it's pretty much the same thing.

00:12:39:00 - 00:12:57:12

Unknown

Why is it that never before in the history of mankind could a little six inch device like this make a £300 grown man break at the knees? And why do we get so damn? Oh, my God, It's a camera, guys. I always thought people. You don't have to watch it. Like, if you don't like your video, don't post it there for a while.

00:12:57:13 - 00:13:21:21

Unknown

You nervous shooting it? Yeah. In fact, you have to not post it if you don't like it because you know the answer to the rule. Yeah, it's disrespectful. I mean, think about think about your behavior. I mean, you go to Netflix not because you want them to punch you in the face or ask you for money, but because you want to sit down and watch things that make you feel something or take you on a trip or entertain you.

00:13:22:02 - 00:13:51:02

Unknown

And because they do such a good job of that, you go back to everyday and you see what's on Netflix. And I think that businesses can do the same. I think if you're if you're killing it with your and there have been examples of this throughout, you know, online history but if you're if you're killing it with videos that people enjoy, they will return and that's that's the game right.

00:13:51:04 - 00:14:11:16

Unknown

Is to make people want to come back and look at what you're doing. So I think you're right when you talk about the idea that that it doesn't really matter who you are, you need to find out what is. The way I like to put it is you have to find out what's magical about you and about your relationship with your customers and figure out a way to get that across.

00:14:11:16 - 00:14:33:10

Unknown

In a video, if that makes sense. Yep. And it doesn't mean you're selling it, guys. You know you don't have to sell it to demonstrate it. Yeah, real estate agents always go out and I've been in the business for I'm off. Hey, I've

Most people take a look at this market and they go, "oh well," and they do nothing. Those people are not succeeding or thriving in this market, they assume it's impossible. But it's not impossible, so today we are looking at another way to dominate in this market.

Check Out Nate's Website

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Transcript:

00:06:08:16 - 00:06:27:00

Unknown

What's up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast. Folks, if you've been following the show the last few weeks, we've been talking about things being a little bit outside the box while everyone else is singing doom and gloom. I see nothing but light and opportunity. And a lot of that reason for it is that these shifts are when people actually take ground.

00:06:27:02 - 00:06:45:22

Unknown

This is when people actually grow. They take market share. But you can't be sitting at the sidelines. You got to start by doing something differently. There's two things I've been really screaming. One is double down on brand. This is your time to steal your everyone else's attention right now. They're all quiet. They're saving their money. They're not doing ads on social media.

00:06:45:22 - 00:07:01:17

Unknown

They're just sitting there doing absolutely nothing. That's why you want to be really loud. But two is you got to take on a new, unique selling proposition. And the chat that I've seen a lot of people in all the Facebook groups doing right now is like where the transaction is, where the transaction is, where the transactions will tell you where the transactions are not going to be in the next year.

00:07:01:23 - 00:07:20:14

Unknown

It's not going to be and I would not concentrate in your regular mom and pop residential retail sales. I if I'm you, I'm concentrating on people who have to move in this marketplace and there's going to be a lot of situations with that. One of those situations I saw the other day is a real estate agent posting. I can't afford this mortgage payment this month.

00:07:20:19 - 00:07:39:15

Unknown

What am I going to do? Their real estate agent is one of many. Foreclosures are up 28% or 35% year over year. And that's going to be people who have to sell are going to have to move. Life change events, marriage, divorce, bankruptcy. That's where I'm focusing my lead generation efforts. But without a brand, none of that stuff matters.

00:07:39:15 - 00:07:59:02

Unknown

So we're going to sort of tie in branding, social media marketing, and then how to find deals and where you should be putting your hat on today. So we brought on Mr. Nate Armstrong. This dude is a fucking killer, dude. He has a couple companies. He's got a social media arm. He's a real estate investor, but primarily he's a marketer.

00:07:59:02 - 00:08:12:16

Unknown

If you check out his website, you know exactly what I'm talking about. But without further ado, let's go ahead and introduce Nate to the show. What's up, Nate? Mike, thanks for having me on, man. Pleasure. I still everyone a little bit. Who the hell are you? Where are you from? What are we can talk about today? Yeah. Yeah.

00:08:12:16 - 00:08:35:05

Unknown

So I used to be a realtor while back. Is going on ten plus years ago, and I got involved in a big development project where I referred clients and raised money and whatnot. And my wife told me not to do the development project. This is like in the the wake of the last recession. And fast forward six months in, I got a phone call from the developer that he said, I'm walking, I'm out.

00:08:35:07 - 00:08:59:18

Unknown

And I'm like, What? Like, no, like you don't just walk like we finish this thing. I'm the guarantor on your loans. And I referred half the people that that are working with you on this is like, Well, I'm out and here's the keys. And is that moment I was forced to, to start liquidating our rental properties and I ripped my wife and my, my then newborn child away from our house next to the lake to move across state lines, take over this project.

00:08:59:20 - 00:09:20:20

Unknown

And I worked on it for a year, got the thing done. But by the time that we finished it, there was just no juice left. Like I had burned all the equity and the high interest loans eaten alive, and I ended up going through bankruptcy. Now I immediately got back to work and I found someone doing something interesting with social media and I really gravitated towards it and I started modeling it and I did it over and over and over again.

00:09:20:20 - 00:09:47:22

Unknown

And and and thank God that was our first ever million dollar a year coming out of bankruptcy. And then year one out of year one. Year one. Love it. Yeah. The trustee didn't believe that I went bankrupt. She actually called me back in to re audit everything they did. Did depositions with my bookkeeper. It was crazy. But in the midst of all that, I spent some time on my hands and knees praying and just trying to figure out like what the right steps were.

00:09:47:24 - 00:10:06:12

Unknown

And fast forward it like the social media angle. Like today we live in this world where you could post what you had for dinner last night, but that's not productive. Instead, like owning your own brand, like being that niche leader in your marketplace, that's what's really going to drive results, and that's what did it for us. That's why we went 0 to 1000000 in a year.

00:10:06:14 - 00:10:21:05

Unknown

100%. You know, I was before I'd ever meet our guest guys, when they come on the show, I do that on purpose because I like to just pull everything out of them live. And I was on Nate's website and I'm like, Wow, this guy's got his message dialed in and he's got a nice video on top of it.

00:10:21:07 - 00:10:37:18

Unknown

And most like investors aren't like great marketers like you are in that sense. Like, I see usually the sites, like some guy's like, Hey bro, you got a lot. He's got his shit together, It's polished. But what I like about it is that he knows exactly who is niches. He's not scared to scream his Christian face, his faith.

00:10:37:19 - 00:10:54:04

Unknown

He basically says, Hey, we help people. I'm a Christian based business owner, and I right off the bat, I thought that was impressive because he knows who he's talking to. He knows who his tribe is. The problem so many guys have as you're trying to relate and be something that everybody and you relate with, none. Jack of all trades is the master of none.

00:10:54:06 - 00:11:17:06

Unknown

So don't be scared during this time to really dial that in. Be yourself because you will attract like people, whether you're covered with tattoos or you're like Nate and prayed many times a day or you got strong faith, it doesn't matter. You're always going to attract your tribe. Nate Question on before you really dialed in your brand because your company is called Home Invest doesn't have anything to do with faith.

00:11:17:06 - 00:11:33:06

Unknown

You didn't have to mention your faith. You don't have to mention that you're a man of God and that this is a big part of your why in your business, why did you decide to do that? Yeah. Number one, there's scripture that talks about all of us one day standing before God and giving it a testament of our life.

00:11:33:08 - 00:11:48:10

Unknown

And at that point, basically, it's going to be the question is going to come on the table. What did you do? Did you did you have my name out there? And I feel compelled that his name is supposed to be before my name, kind of like in brokerage law, like a man booker. His name's got to be bigger than your name.

00:11:48:12 - 00:12:05:19

Unknown

And so and to your point, Mike, what happened since then? I did not intend for this. This. It was not my plan. But what's happened since then? I got some heaters early on. I had some people like just trashing me and like I even had some some close personal one. One particular close personal relationship. He's like the direction you're going, man.

00:12:05:19 - 00:12:24:04

Unknown

I don't like this. This isn't going to be good for you. And we kind of had to cut ties. But what's happened probably took six months. But what happened is it just it took off. Like now I get people coming to me and they'll say, Nate, I invested in your multifamily property or Nate. I went through your social media blueprint program because of your faith.

00:12:24:06 - 00:12:43:15

Unknown

Love that, folks. That happens all the time. And you had it on Dot. It's always six months on a white six months when someone really goes all in on their brand, you do piss people off. But until you do, you know you're not on the right track because you're not supposed to resonate with everybody. You're not God, you're supposed to have people that you resonate with, and you're supposed to have people that are going to like you at all.

00:12:43:20 - 00:13:04:11

Unknown

That's just the way the world works. But and you, when you dial that in and you do it unapologetically, wow, it's very powerful. And yeah, and people will invest with you or work with you or hire you or do whatever with you just because of what you stand for, not what you do. In real estate. People hire you for how you do things, not what you do.

00:13:04:12 - 00:13:26:19

Unknown

Your license only gives you a legal right to collect money. So think about that, you guys, and think about how you make yo

The market is coming down, you can't deny it. Eventually we will all have to figure out how to sink or swim. How can you adapt to succeed in a down market? The money isn't gone, it just isn't where you think it is.

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Transcript:

What's up? Ladies and gentlemen, welcome to our episode of the Real Estate Marketing Dude podcast. I think we just had 8% interest rates. The market is slow. What are you going to do? Hey, if you're a real estate broker or you're a team leader, it is fucking recruiting season all day, every day. Because every single time the market shifts, agents are who are spoiled about how easy business was.

00:01:40:23 - 00:02:01:20

Unknown

They weren't really looking at their brokerage for support. But when things shift like that, the number one thing all agents industry I look in is who's going to help me navigate the mess that we're in, the slowness that I'm experiencing. And if you're in the business of recruiting, this is today's episode is going to be how to feast and famine, feast or famine in a changing market.

00:02:01:20 - 00:02:17:00

Unknown

This is going to be on how you feast because it's markets like these that are honestly the easiest time to recruit. It's very difficult to recruit when everyone is doing well because what's the purpose of recruit? Hey, I'm doing well. I don't need you right When you're getting your ass kicked, you're like, Should I need some help? I need a coach.

00:02:17:00 - 00:02:36:16

Unknown

I need to switch brokerages. Maybe I'm with the wrong people. Maybe I'm with that. What my predictions are going to be, I've never I've been roasted for 20 years. I've never seen 8% interest rates before in my career. So this is new to me as well. But what I know is that people are hurting right now and people are looking at what am I going to do next?

00:02:36:16 - 00:02:56:10

Unknown

And they're scared. 90% of the real estate agents out there have never seen a shift like this. So if you're a team leader or broker owner, the chances are you've been in the business longer than most of the people you're trying to recruit early. Usually that's how it used to work. Today you have people in the business for two years and all said in their coaches and their influencers and all this other stuff, but we need to go back to the basics.

00:02:56:10 - 00:03:15:05

Unknown

This is a very healthy thing with the right mindset. So without further ado, I want to go ahead and introduce our guest. We had him on about like the Kova days, if I'm not mistaken, a couple of years ago, years ago now, three years on, his name is Mr. Jim readily jumped. Hello. Hey, man. Thank you for having me back on the program.

00:03:15:05 - 00:03:31:15

Unknown

Always a pleasure, Mike. What are we going to get into today? Let's talk about recruiting because it's recruiting season, As you mentioned, I just saw a stat that was 90% of all the agents operating today have never been in a market with 5% interest or greater. And so when you look at that, you know, you've got a lot of agents who are exiting.

00:03:31:15 - 00:04:00:02

Unknown

The latest numbers show that about 80,000 agents have already exited this business. Now we've got a double whammy hitting the market. We've got a whammy of, you know, people just not ever experiencing a down market. They've been in an upcycle for the last ten years. But now we've got something else is setting the market. There's a lot of fear around which is buyer representation back BS now under attack by the Department of Justice in two major lawsuits and major players like Remax Keller and Re Max.

00:04:00:02 - 00:04:30:07

Unknown

But anywhere Keller claims is on the list. But Remax got major MLS. Those that are settling in the settlements are saying basically we're going to make sure that sellers now have an option not to pay back agents that don't know how to deal with that are going to exit the business as well. So now you got a double whammy in the market where you've got a tremendous amount of pressure build up and as you mentioned, it's a great time to recruit because agents need guidance, they need playbooks, they need a strategy because most agents have been market driven, not strategy driven.

00:04:30:07 - 00:04:46:07

Unknown

And when the market turns, they're just upside down immediately. Yep, very well put. I didn't give people give you the proper introduction, so I want you to tell people why they should listen to you. So today, how long have you been in the business? Really quick. Now let's get into this because yeah, guys, he knows what he's doing.

00:04:46:07 - 00:05:03:17

Unknown

He coaches brokerages and teams and all over the country. So really pay attention to what's going on here, because even if you're an agent listening to this, you need to find a broker that's doing the things we're going to tell you about, period. Right. So, Jim, go ahead and give me your accolades. So I'm going to give you a really brief rundown.

00:05:03:17 - 00:05:29:06

Unknown

33 years in the business. I started it in the back in the late eighties, early nineties, when interest rate my first house about ten and a half percent interest. I thought I was so lucky to get it. So been through those upward cycles and interest rates. But at first year in the second year, the business took 150 listings, got a lot of accolades and 21 Centurion Awards of my first company at 23 agreed that to 17 offices sold that No.

00:05:29:06 - 00:05:50:07

Unknown

Six right before the crash, spoke for NPR for ten years, grew another company in southern Oregon from 38 agents to 250 agents. Now that company is in the top 500 companies in America by volume. In a small, powerful population base of 80,000, our average agent productivity is about $7 million per agent. So doing something right, that's my version.

00:05:50:13 - 00:06:08:05

Unknown

Let's let's get into this because you just mentioned something I wasn't planning on talking about. But yes, this is like the perfect storm. You have super high interest rates that nobody's used to. You have unaffordability, you have high inflation rates. You know, people are worried about their finances. 80% of people today don't believe buying a house is a good investment.

00:06:08:07 - 00:06:24:00

Unknown

And then you have the other side of it with this NAR thing going on. And what's really you guys commission compression is real, like the days of you when this shit hits the fan and when it's all settled, you're not going to get a five or 6% listing agreement in my opinion, anymore. I think everybody is going to get cut.

00:06:24:00 - 00:06:49:15

Unknown

So not only are you're going to be making less money than you're ever used to now, that's not necessarily a bad thing. Okay, So this is the stage. This is the business that we're in today, guys. So you have two options Adapt and change or die. Yep, one of them. So let's talk about adapting and changing and let's first get into brokerages because whether you're an agent listening to this or not, I know Jim's going to speak through like if you're a broker owner, here's what you should be doing.

00:06:49:15 - 00:07:06:11

Unknown

But if you're an agent, you need to be following people that are doing the stuff we're telling you. Okay. So, Jim, what do you do right now? Like, what do you we're saying it's it is recruiting season because people want to be part of something where they know the direction. And when everybody is walking, it's sort of like if you go to a haunted house, it's Halloween going haunted house and it's pitch dark in there.

00:07:06:11 - 00:07:20:10

Unknown

You're sort of like, what the hell's going to pop up here? And you're sort of tiptoeing all the way through. You just want to turn the damn lights on and walk through and exit the door. Right? Right. So what do we do in these shifts, Jim? What's the first thing that you're going to do as an agent today?

00:07:20:12 - 00:07:36:23

Unknown

The top three things you can do and we're training our agents to do this right now is just to be on the cutting edge. You gotta look at this as an opportunity for growth. And you got to look at this is not a challenge, but an opportunity. So here's the opportunity for growth. Number one, you need to act as if this change has already occurred.

00:07:36:23 - 00:07:53:21

Unknown

Act as if we're five years out from these lawsuits being settled because they are going to be settled. They're being sold right now. These are the major lawsuit goes this goes to court October 16th, one of them is going to settle. And the outcome of that is going to be, ah, the way we collect fees from buyers is probably going to be we're going to collect it directly from a buyer.

00:07:53:23 - 00:08:12:01

Unknown

So let's assume that's already changed, right? I taught that too. I taught the accredited by representation class for ten years. So he used to teach us for years. But here's what I'm going to change. I'm going to start treating buyers the same with the same respect. I treat sellers, meaning I do a buyer presentation every single time when I'm with a buyer and I say, Hey guys, can I just take a few minutes and show you how I work?

00:08:12:03 - 00:08:27:10

Unknown

Can I just kind of walk you through the process of how I work with all my buyers and now I'm going to open up maybe a digital presentation of here's the process, here's t

Cost segregation is often overlooked but is a useful as a value-add proposition and can lead to significant tax savings. Today, we talk all about it.

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Transcript:

00:02:38:11 - 00:03:09:09

Unknown

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Webster, Real Estate Marketing Dave. And this podcast is all about building a strong personal brand. People have come to know like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them, Let's get started.

00:03:09:16 - 00:03:35:03

Unknown

What's up? Ladies and gentlemen, welcome to the episode of the Real Estate Marketing Dude podcast. Folks, we've been walking around or walking around talking about and around the shift in this marketplace and what the hell you as a real estate agent are going to do to actually earn your split. There's a huge lawsuit going on. A class action settlement.

00:03:28:02 - 00:03:50:14

Unknown

Looks like it's got some legs in the market. We're dealing with fucking 8% interest rates. And let's be honest, the transactions are down. We're at number 60,000 real estate agents have left the industry so far, and these times are times that you want to look forward to, believe it or not, because it's during the shifts that you actually gain market share and make moves.

00:03:48:00 - 00:04:16:11

Unknown

This is when people start making money, but not the ones that sit and do absolutely nothing and still doing the same shit you're doing 25 fucking years ago. So what we're going to be really chatting about today is how you sharpen your skill set as a real estate agent, a lender, anyone within this marketplace, because your broker ain't going to save you out of this shift.

00:04:05:03 - 00:04:39:04

Unknown

Who's going to save you is your own skill set. And a lot of times, I mean, you're going to get off your butt and learn something new and start providing more value in a market with high inflation and costs. I mean, gas today, I just spent $140 filling up my truck in gas. I'm in San Diego. People want to learn how to save money, period.

00:04:25:24 - 00:05:03:06

Unknown

There's not a better time than to learn what we're going to talk about today because it has everything on how to save money for your already existing clients. Much of what you could be using for content right now in this day and age, because nobody one of the things that's resonated the most is how do you help people navigate the mess of the economy we're in and the save money?

00:04:44:20 - 00:05:03:06

Unknown

So without further ado, we're going to go ahead and introduce our guest, Mr. Eric Oliver, who's an expert on cost segregation. And I'm going to let him tell you what that is in a second. So why did you say hello to our guests? So a little bit about yourself and what we're going to talk about why the House is so important today.

00:05:00:14 - 00:05:46:18

Unknown

Because it is. Yeah, no thanks. My pleasure being here. My name is Eric all over. I'm with a company called Cost Segregation, and we work with investors, brokers, agents, CPAs across the country helping their clients or helping them save money, save tax dollars through their real estate that they currently hold. And so the way we do that is something called cost segregation, which really is just accelerated depreciation on your real estate holdings.

00:05:28:19 - 00:06:05:03

Unknown

So one of the benefits of owning real estate is you get to depreciate that or take an expense every year. However, that expense typically gets spread out over either 27 and a half or 39 years. And so what we like to tell clients is, listen, I may not even own the building in 27 and a half years, let alone be alive.

00:05:47:19 - 00:06:22:13

Unknown

The way my wife tells me I eat, I probably won't even be alive in 27 and a half years. So I want my deductions now versus letting the IRS hold on to these. And that's what we do through cost segregation is accelerate those deductions. Interesting. So in other words, you could people if you owned real estate and three realtors and everyone who's on this podcast, you're in the real estate space, you can save your clients money and shit.

00:06:13:13 - 00:06:39:15

Unknown

They didn't know you could save them money on before. And you're talking about creating a value add and trying to create buzz and trying to add value in today's market. Tell me more and who is your ideal client for This is just a homeowner living. There are these are these real estate investors that have investment properties and is there a difference?

00:06:28:24 - 00:06:58:01

Unknown

Sure. So kind of our our ideal customer would be somebody who owns real estate. So usually it's the investor themselves, not so much the tenants or the people living there. It's only the appreciation, only work. So you can only take advantage of it on revenue generating properties. So can't be your primary residence, but any investment property, the way it works is when you buy a property, you don't just buy the land and the building.

00:06:54:21 - 00:07:28:19

Unknown

Think about like a single family residential unit, for example. So I buy that. Let's say I spend 500,000 on it. I'm buying the building in the land, but I'm also buying a bunch of carpet, I'm buying some appliances, I'm buying some cabinets, I'm buying a sprinkler system, my buying a driveway, all those things I mentioned, the IRS says should be depreciated at a faster rate than 27 and a half years.

00:07:17:14 - 00:07:47:19

Unknown

Now, the problem, Mike, is when you give that closing statement to your tax preparer that says you bought this residential unit for 500,000, your CPA, your tax preparer, they don't know the value of the parking lot. They don't know the value of the driveway, they don't know the value of the appliances. What we do, that's what we do is we come in and we take that $500,000 purchase price and we segregate those costs, thus cost segregation.

00:07:41:16 - 00:08:04:22

Unknown

We segregate those cost into different buckets, which now allows your CPA to depreciate all the appliances over five years versus 27 and a half. And we put a value to those. So we say, okay, of that 500,000 you spend, you know, 40,000 of that was for appliances, you know, 80,000 of that was for a driveway, for the cement, for the sidewalk, all those different components.

00:08:04:10 - 00:08:33:19

Unknown

And so that's what we're that's the service we provide as we work with investors and CPAs and brokers on accelerating the depreciation. And now why is it so important for real estate agents and brokers? And the reason for that is it just is one more one more tool that differentiates you from the next guy, right, or the next gal.

00:08:25:03 - 00:08:54:16

Unknown

So being able to tell your client, hey, I know you're looking at purchasing this property, but what if we can free up $80,000 of cash flow by doing cost segregation once you purchase this? Or better yet, not to get too far in the weeds, Mike, but you've got a client who comes to you and says, I want you to sell my property.

00:08:43:13 - 00:09:17:02

Unknown

There's an opportunity to save him tax dollars upon sale by doing cost segregation. And so they come to you and say, Hey, wait, I want to list my property with you. I've owned it for ten years. I bought it for a million. I'm selling it for 2 million. I want to list this with you. What if you go back and say, okay, I'll list it, but not only am I going to list it, but have you considered cost segregation?

00:09:00:23 - 00:09:35:18

Unknown

Because I think you can save 80,000 in taxes upon sale. And so there's a number of reasons why this is important, but those are kind of the main reasons accelerated depreciation and then decreasing the tax liability upon self for some of your clients. This is amazing. I've been in real estate for 20 years and I didn't know about this.

00:09:18:00 - 00:09:55:13

Unknown

So like, this is really cool because I don't know, I don't know about this and I'm going to assume like I'm pretty fucking advanced, like I know my shit. All right, So if I didn't know about this, I'm assuming the vast majority of people are listening. Don't know about this either. But you know what? I've got a great value add to having folks I'm really talking about here.

00:09:36:11 - 00:09:55:13

Unknown

And if you go back to this, the last few upsells are really talk. You got to define your brand and your your value in this market. And one of the in any shift like this what always happens is going to be that the investor market is going to be the one that's going to feed you throughout the next couple of years.

00:09:52:08 - 00:10:21:10

Unknown

That's just the way it is, because people are deal with 8% interest rates and they're you know, you want to work with investors during times like these. I'm telling you, that's where they're still doing a lot of transactions. The interest rate doesn't affect the cash buyer as much as it does a finance buyer today. And that's why that's where the volume is going to be.

00:10:07:04 - 00:10:43:14

Unknown

So but the point being is like, all right, what's the difference between you and them? You know, me people, I ask this to Eric like what I would brand agents are diff

Change is a scary thing and in today's market, change is here and more is coming. The question is, how will you handle it?

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