Real Estate Marketing Dude

Today is gonna be a quick lesson on how you can not only survive, but thrive during a recession. While everyone is cutting costs and sacrificing marketing, you can start dominating the field. One of the best ways to do that is to start with your database.

• How to seize opportunities in this market.
• How to use your database to maximize clients.
• How can we stay in front of our database?

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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. What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks, what we're gonna be chatting about today, I don't have any gas, we're going to do a little bit of a teaching moment. And with this recession, with all these things coming on, I think it's more than ever important if someone helps lead the way, from someone who has actually been through these types of markets before. I know it's coming, I feel it's coming. I'm ready for it. So I want to be able to provide a lot of that insight because I've been here before, folks, I've done this in the past, and I cannot wait to do it again. First off, these markets are great, there's a ton of opportunity in them. And I understand that you may be scared right now. But don't be be encouraged. Business may be slow a little bit for the time being, but it's okay. It's what you do now, though, that's going to pay off tomorrow. So this is the time when you do not sit down and go hide in the closet, because you're too fucking scared to go out there because you don't know where your next commission paycheck is going to be. This is not the time that you go out and you start crying, and just keep on doing more and more of the same. This is when you look at your business and you focus and working on it. And what I want to dedicate this week's show to is one of those little areas that I'm going to encourage you to focus on, and that is going to be on your database 100% This entire podcasts gonna be focused on just how to own your database, and I want to take you through a very simplistic way to stay in touch with them. Now, I literally just got off a call. And it's the same question every single time I get, how are you staying in front of your database, you know, when we bring people on board, we're recruiting their content, and one of the things we do with them as we build their database for them, so that when we create their videos, we put the videos in front of the right people and the right people are always the right people, you know, past clients, friends, family, aunts, and uncles. And I'm just shocked that literally, no one ever talked to you as a system to stay in front of their database, or stay in relationship with them. And every single person I talked to well over on average, over 6070, most times 80% of their business is coming from that very database, but they don't even have a system to market it and stay in touch with it. And to me, that's just crazy. Like, folks, we know where the business comes from. In this business, it comes from people we already know not strangers. Okay. We'll, we'll do a lead generation podcast next week. But let's focus today on sphere of influence over 80% of businesses comes from people we know we met in the past and we personally used or we run into over 80%. So the number one, regardless of the market conditions, the number one form of marketing and a real estate agents business is always been to stay in front of their own database. And let's first define what your database is, and I'm gonna show you how to stay in front of it. First off is your database is not a combination of a bunch of leads. It's not your farm area, not the way at least I'm gonna explain it to you your database is a combination and a collection of the relationships Haven't you haven't lived. So your database is your entire Facebook friends lists your IG followers, your personal email list the people that you have in your cell phone, those are your database base, okay. And the best thing about real estate is that this is the only business in the world that you can start and have a built in clientele. The problem is, is that you have to take that built in clientele and earn their business. But more importantly, before you could earn their business, they got to make sure they know what the hell you do. And that alone is the problem in itself. So during these types of markets, when you see a recessionary type market like we're in today, and you're going to continue to see us the rates will go up a little bit further. I think we're in October 14, as of now, the market is going to get scarier and watch what's happening overseas, especially in England right now, there's a big crash coming over there. It's gonna affect our market too. You got to look at these types of things and be ready for it. But the reason why you want to own your database is because people within it are still going to move. Some people are going to get sick, some people are going to lose their job, a lot of people are gonna lose their job, unfortunately,

a lot of people are going to lose some income, some people are gonna get a promotion, some people are gonna have kids, some people won't get divorced, lots of people are gonna get divorced in a recession. But some people are gonna get married. It doesn't matter when life happens, people move. And of those people who are going to move despite what interest rates do over 80 plus percent of them are going to use the first person they speak with, and that's either going to be you or it's gonna be somebody else. That's marketing like me. So if you want it to be you, here's exactly here's what I recommend doing now, very first is that your database has all the relationships you have in life, okay? And each one of those relationships you have in life is worth at least $25,000. And here's why everyone lives somewhere last I checked unless you have a bunch of bums as friends. But if you're in real estate, that's probably not the case. Nothing to the bumps against the bumps, I saw a bum shoot someone on Encinitas downtown yesterday. So forgive me, if I'm on politically correct, I'm gonna have a lot of love for the bums right now.

But that's another story.

Your database is going to be anyone that you'd say hello to in a grocery store, walk down the street and say hello, or feel a pain in your stomach like a knife was going through it. If you found out they bought or sold a house without you. That's your database. Now, the only way you can stay in touch with them is to set up several different communication channels, several different ways to stay in touch, which is why you need to build an email list, which is why you need to build a direct mail list, which is why you want to continuously be creating content on social media because your email list your direct mail list and your social media accounts are nothing more than just channels to stay in touch with the people you already know. Because 100% of the people you already know have the ability to refer you one deal. This means that 100% of your Facebook friends, your IG followers, your email list your neighbors, your aunts, your uncles, and every single person that you know that you come across with 100% of them have a referral for you because everyone knows someone who's moving. The question is, are you going to get it or not? Well, you increase those chances of getting it when you become more referral you become a referral when you become more marketable when you start becoming more marketable requires creating content that reminds people you're in real estate. It is really that simple. People always want to farm strangers like I get on Oh, my farm area, oh, I'm gonna go farm area, folks, the best farm area have are your Facebook, friends, your email, as I just listed them up. It's the people you know. And the main difference between farming a bunch of strangers versus farming the people you already know is that strangers don't refer things they've never experienced with in the past. But relationships do. Very important point. So we're going to farm your database, and I'm going to teach you the three channels that you're going to farm your database with, that will make you unforgettable, and you'll attract more business. The only time it doesn't work is if people don't like you, and it's nothing we can help you with. You're in the wrong damn business. If that's the case, this is a popularity contest. This is the people's business. And if you're not a people's person, or you don't want to be whether you're an introvert or an extrovert, it can be very difficult to attract business. You're going to be the hamster wheel of lead generation, your entire career you're gonna burn out as soon as possible. So let's go through this direct mail. If you're not direct mail, farming your database, you are losing money.

Direct Mail, Mike, does that still work? You bet your assets still works. That's the reason why Bed Bath and Beyond and every other major corporation is doing it. If it didn't work, trust me, those people are a lot smarter than us. They have a lot more money than us, and they wouldn't be d

Today is gonna be a quick lesson on how you can not only survive, but thrive during a recession. While everyone is cutting costs and sacrificing marketing, you can start dominating the field. One of the best ways to do that is to start with your database.

• How to seize opportunities in this market.
• How to use your database to maximize clients.
• How can we stay in front of our database?

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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. What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks, what we're gonna be chatting about today, I don't have any gas, we're going to do a little bit of a teaching moment. And with this recession, with all these things coming on, I think it's more than ever important if someone helps lead the way, from someone who has actually been through these types of markets before. I know it's coming, I feel it's coming. I'm ready for it. So I want to be able to provide a lot of that insight because I've been here before, folks, I've done this in the past, and I cannot wait to do it again. First off, these markets are great, there's a ton of opportunity in them. And I understand that you may be scared right now. But don't be be encouraged. Business may be slow a little bit for the time being, but it's okay. It's what you do now, though, that's going to pay off tomorrow. So this is the time when you do not sit down and go hide in the closet, because you're too fucking scared to go out there because you don't know where your next commission paycheck is going to be. This is not the time that you go out and you start crying, and just keep on doing more and more of the same. This is when you look at your business and you focus and working on it. And what I want to dedicate this week's show to is one of those little areas that I'm going to encourage you to focus on, and that is going to be on your database 100% This entire podcasts gonna be focused on just how to own your database, and I want to take you through a very simplistic way to stay in touch with them. Now, I literally just got off a call. And it's the same question every single time I get, how are you staying in front of your database, you know, when we bring people on board, we're recruiting their content, and one of the things we do with them as we build their database for them, so that when we create their videos, we put the videos in front of the right people and the right people are always the right people, you know, past clients, friends, family, aunts, and uncles. And I'm just shocked that literally, no one ever talked to you as a system to stay in front of their database, or stay in relationship with them. And every single person I talked to well over on average, over 6070, most times 80% of their business is coming from that very database, but they don't even have a system to market it and stay in touch with it. And to me, that's just crazy. Like, folks, we know where the business comes from. In this business, it comes from people we already know not strangers. Okay. We'll, we'll do a lead generation podcast next week. But let's focus today on sphere of influence over 80% of businesses comes from people we know we met in the past and we personally used or we run into over 80%. So the number one, regardless of the market conditions, the number one form of marketing and a real estate agents business is always been to stay in front of their own database. And let's first define what your database is, and I'm gonna show you how to stay in front of it. First off is your database is not a combination of a bunch of leads. It's not your farm area, not the way at least I'm gonna explain it to you your database is a combination and a collection of the relationships Haven't you haven't lived. So your database is your entire Facebook friends lists your IG followers, your personal email list the people that you have in your cell phone, those are your database base, okay. And the best thing about real estate is that this is the only business in the world that you can start and have a built in clientele. The problem is, is that you have to take that built in clientele and earn their business. But more importantly, before you could earn their business, they got to make sure they know what the hell you do. And that alone is the problem in itself. So during these types of markets, when you see a recessionary type market like we're in today, and you're going to continue to see us the rates will go up a little bit further. I think we're in October 14, as of now, the market is going to get scarier and watch what's happening overseas, especially in England right now, there's a big crash coming over there. It's gonna affect our market too. You got to look at these types of things and be ready for it. But the reason why you want to own your database is because people within it are still going to move. Some people are going to get sick, some people are going to lose their job, a lot of people are gonna lose their job, unfortunately,

a lot of people are going to lose some income, some people are gonna get a promotion, some people are gonna have kids, some people won't get divorced, lots of people are gonna get divorced in a recession. But some people are gonna get married. It doesn't matter when life happens, people move. And of those people who are going to move despite what interest rates do over 80 plus percent of them are going to use the first person they speak with, and that's either going to be you or it's gonna be somebody else. That's marketing like me. So if you want it to be you, here's exactly here's what I recommend doing now, very first is that your database has all the relationships you have in life, okay? And each one of those relationships you have in life is worth at least $25,000. And here's why everyone lives somewhere last I checked unless you have a bunch of bums as friends. But if you're in real estate, that's probably not the case. Nothing to the bumps against the bumps, I saw a bum shoot someone on Encinitas downtown yesterday. So forgive me, if I'm on politically correct, I'm gonna have a lot of love for the bums right now.

But that's another story.

Your database is going to be anyone that you'd say hello to in a grocery store, walk down the street and say hello, or feel a pain in your stomach like a knife was going through it. If you found out they bought or sold a house without you. That's your database. Now, the only way you can stay in touch with them is to set up several different communication channels, several different ways to stay in touch, which is why you need to build an email list, which is why you need to build a direct mail list, which is why you want to continuously be creating content on social media because your email list your direct mail list and your social media accounts are nothing more than just channels to stay in touch with the people you already know. Because 100% of the people you already know have the ability to refer you one deal. This means that 100% of your Facebook friends, your IG followers, your email list your neighbors, your aunts, your uncles, and every single person that you know that you come across with 100% of them have a referral for you because everyone knows someone who's moving. The question is, are you going to get it or not? Well, you increase those chances of getting it when you become more referral you become a referral when you become more marketable when you start becoming more marketable requires creating content that reminds people you're in real estate. It is really that simple. People always want to farm strangers like I get on Oh, my farm area, oh, I'm gonna go farm area, folks, the best farm area have are your Facebook, friends, your email, as I just listed them up. It's the people you know. And the main difference between farming a bunch of strangers versus farming the people you already know is that strangers don't refer things they've never experienced with in the past. But relationships do. Very important point. So we're going to farm your database, and I'm going to teach you the three channels that you're going to farm your database with, that will make you unforgettable, and you'll attract more business. The only time it doesn't work is if people don't like you, and it's nothing we can help you with. You're in the wrong damn business. If that's the case, this is a popularity contest. This is the people's business. And if you're not a people's person, or you don't want to be whether you're an introvert or an extrovert, it can be very difficult to attract business. You're going to be the hamster wheel of lead generation, your entire career you're gonna burn out as soon as possible. So let's go through this direct mail. If you're not direct mail, farming your database, you are losing money.

Direct Mail, Mike, does that still work? You bet your assets still works. That's the reason why Bed Bath and Beyond and every other major corporation is doing it. If it didn't work, trust me, those people are a lot smarter than us. They have a lot more money than us, and they wouldn't be doing it. But here's why d

If you don't have a strong skillset, then it's time to work on one. Conversion is probably the strongest one you can have and it's as easy as dating.

Rock Thomas is the host of the top-rated Rock Your Money, Rock Your Life Podcast, a bestselling author, and motivational speaker with over 30 years of experience in personal development and coaching.

• How do we deal with the market shift?
• How to stay ahead of the market.
• Make sure you aren't missing out on clients.

Check Out His Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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

What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, what we're chatting about today, folks is going to be a skill set, you're going to need more than ever, especially in this changing market place because people are gonna have a lot a lot of questions. But if you don't know the art of conversion, how to talk to people. Basically, if you suck at dating, you're gonna want to listen to this, because conversion is nothing more than just dating. I've been saying it for years. And all I ever say is like when you go out and you meet met your significant other, you didn't just go in there and just have commission breath all over her, did you? And you know that commission breath at that time was more like, hey, when can I take you home? What we're really chatting about is how did you get her to laugh? How did you get her to actually go to the next step in that conversation. And there's actually a very, there's a science to this, you guys. So whether you want to call it the art of persuasion, the art of conversion, I have one of the best guys in the country that can teach this to you today. Without further ado, I'm going to introduce him His name is Mr. Rock, Thomas rock. How are you doing, buddy?

I'm doing awesome. Really great. Thanks for having me on the show.

Why don't you tell everyone a little bit about your background, I know you got quite an impressive resume, but tell everyone about whom you are and a little bit about what you do. And we're gonna get right on into this

32 years experience in real estate. Now an author and a speaker and NLP practitioner and all that kind of good stuff. I was just speaking at an event and asking people what have you done in personal development. And I stopped counting at $1,000,000.78 Tony Robbins events. I've worked with Tihar Becker with Deepak Chopra, a whole bunch of people. And at the end of the day, you know, if you're going to be really good at sales, you have to get to a place where people know like and trust you. And it sounds so cliche, but a lot of people don't know how to do that. And so, after starting in real estate in the 1990s, I was really, really bad. Because I didn't know how to do that. I sold one homeowner my first year that I sold 32, because I had a mentor and I got some training than 4565 99 101 that I bought the company to get from 330 million to over a billion in sales. I've hired over 1500 realtors in my lifetime. And I've sold over 200,000 single family homes through my teams. And so I've seen a couple of things. And at the ripe old age of six years old, you figure out, you know what works and what doesn't work. And so now I help people navigate through that. And at the end of the day, if you want to make more than an average living, you have to learn how to convert leads. And so there's a simple four step process. I teach it, I talked to it. And I help people really just work less hard and make more money. Because when you're speaking to somebody, you're either going to convert them or somebody else is so why not you?

It's absolutely correct. And books he's got a quite an impressive resume. And are you going to say that when you built all these different teams and our brokerages, all of them use these four pillars we're about to get into is that correct?

Any great realtor does. Most people just don't know how to break it down into an art like you said. So they they do it but they don't know what they're doing. A lot of people can't teach what they do. I've gotten really good through my training is to simplify things and show people okay, if you're not building rapport, which is the first step, then people aren't going to feel comfortable with you. And when people don't feel comfortable, they don't make a decision. So you might as well understand the different elements of rapport. We talked about visual auditory, kinesthetic, we talked about physiology, we talked about matching and mirroring, and all those different things that we can get into. But when you study those and become a master at each one, you can do them naturally. So that creates more space in your conscious mind to be prepared for something else.

So go ahead not to do that. You hit it on the head, folks, if you can't build rapport first, you don't stand a chance at step two. I knew this when I got right out of college I start selling real estate in the first person I sold a house to I have nothing in fucking common with this guy like nothing, nothing at all. This guy's a total nerd. I'm like doing kickstands a week before I meet this guy coming out of college. I'm 21 years old. This guy's like 42 or something at the time, total nerd and we had nothing in common. But that we were in a fraternity and boom, I had them and that was the first thing I knew right off the bat was common ground Common Ground Common Ground common ground because I didn't have experience zero experience, right? Like who the hell is going to sell a condo? For under 50,000? Our condo on Michigan Avenue with a 22 year old kid, that's just some punk wearing a suit. And it was only because you know what's funny about that that's totally reminds me a story. I ended up keeping a relationship with this guy. My entire career. I was in Chicago, and I known him for now. It's been 20 years. But I ended up referring him a lot of business. And then probably about 678 years ago, I remember him telling me he's like, Mike, I knew that was your first deal, dude. He's like, I needed to know what the hell you're doing. And all of the above. And he's just like, I liked you. I saw you hustling. Like, I don't even know how to write the contract. I remember he's in our office. And I'm like, I run into to get the broker. And then he sees me going back and forth. And I'm like, sweating bullets. And, yeah, build reports first. So let's get into this. We rock and I have been talking a lot and then sort of not in the podcast, I know rock we're about to do some things together. And I you know, you what you've done and what I've seen you do in this thing is really brought me back down to my own the basics, that sometimes I pass up on and whatnot. And one of the things that I never understood in real estate till recently was Why does, why can two totally different people get the exact same leads, but have two totally different results. And I'll never forget the stories that there's this kid in my office I hired a while ago, kid comes in my office like smoking cigarettes, he's wearing sweatpants guy stinks. I'm like, how the hell is this guy? Gonna make it in real estate? He was a package deal. I wanted his partner, not him. So I'm like, Alright, fine, we'll we'll take you in. That kid ended up being the best lead converter in the country in that whole company. And right now, I mean, these two kids, they're probably millionaires by now. But why I'm like, I'm gonna How are you guys doing this? They were dating coaches. They used to teach guys how to get laid? No, they took the skill set, and they transfer it to real estate. And his key was, what do you do for your leads? How you convert him? Because I flirt?

Yeah, well, I'll tell you what give you a quick story is back in 2013. When I was starting my Keller Williams franchise, I wanted to start selling real estate to show to my agents that a you know, it's doable. And so I started calling for sale by owners and expireds. I went to this one that for sale by owner and it was two engineers. And they had their house listed for $342,000. It was cleaned. They wanted that money. There was other realtors that had come and visited. But I knew that most people don't follow up. So I followed up every four days. And on the fourth visit, because I had built rapport. I was speaking in detail because they're engineers, I slowed things down. Sure enough, I got the listing. And then I asked them, I said, You've had a lot of people visiting the property. Do you have anybody that maybe visited the property that I could convince? And I'll charge you a little bit less for that person? Because you've done part of the work? Well, their eyes lit up? And they're like, Yeah, honey, get the list, get the list. So we ran over? And wouldn't you know it? There's this line item page with 17 people on it. Emails, phone numbers, cell phones, the whole thing when they visited everything, why did they have all that they were to detail people and if you understand the disk model, you understand how to like somebo

If you don't have a strong skillset, then it's time to work on one. Conversion is probably the strongest one you can have and it's as easy as dating.

Rock Thomas is the host of the top-rated Rock Your Money, Rock Your Life Podcast, a bestselling author, and motivational speaker with over 30 years of experience in personal development and coaching.

• How do we deal with the market shift?
• How to stay ahead of the market.
• Make sure you aren't missing out on clients.

Check Out His Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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

What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, what we're chatting about today, folks is going to be a skill set, you're going to need more than ever, especially in this changing market place because people are gonna have a lot a lot of questions. But if you don't know the art of conversion, how to talk to people. Basically, if you suck at dating, you're gonna want to listen to this, because conversion is nothing more than just dating. I've been saying it for years. And all I ever say is like when you go out and you meet met your significant other, you didn't just go in there and just have commission breath all over her, did you? And you know that commission breath at that time was more like, hey, when can I take you home? What we're really chatting about is how did you get her to laugh? How did you get her to actually go to the next step in that conversation. And there's actually a very, there's a science to this, you guys. So whether you want to call it the art of persuasion, the art of conversion, I have one of the best guys in the country that can teach this to you today. Without further ado, I'm going to introduce him His name is Mr. Rock, Thomas rock. How are you doing, buddy?

I'm doing awesome. Really great. Thanks for having me on the show.

Why don't you tell everyone a little bit about your background, I know you got quite an impressive resume, but tell everyone about whom you are and a little bit about what you do. And we're gonna get right on into this

32 years experience in real estate. Now an author and a speaker and NLP practitioner and all that kind of good stuff. I was just speaking at an event and asking people what have you done in personal development. And I stopped counting at $1,000,000.78 Tony Robbins events. I've worked with Tihar Becker with Deepak Chopra, a whole bunch of people. And at the end of the day, you know, if you're going to be really good at sales, you have to get to a place where people know like and trust you. And it sounds so cliche, but a lot of people don't know how to do that. And so, after starting in real estate in the 1990s, I was really, really bad. Because I didn't know how to do that. I sold one homeowner my first year that I sold 32, because I had a mentor and I got some training than 4565 99 101 that I bought the company to get from 330 million to over a billion in sales. I've hired over 1500 realtors in my lifetime. And I've sold over 200,000 single family homes through my teams. And so I've seen a couple of things. And at the ripe old age of six years old, you figure out, you know what works and what doesn't work. And so now I help people navigate through that. And at the end of the day, if you want to make more than an average living, you have to learn how to convert leads. And so there's a simple four step process. I teach it, I talked to it. And I help people really just work less hard and make more money. Because when you're speaking to somebody, you're either going to convert them or somebody else is so why not you?

It's absolutely correct. And books he's got a quite an impressive resume. And are you going to say that when you built all these different teams and our brokerages, all of them use these four pillars we're about to get into is that correct?

Any great realtor does. Most people just don't know how to break it down into an art like you said. So they they do it but they don't know what they're doing. A lot of people can't teach what they do. I've gotten really good through my training is to simplify things and show people okay, if you're not building rapport, which is the first step, then people aren't going to feel comfortable with you. And when people don't feel comfortable, they don't make a decision. So you might as well understand the different elements of rapport. We talked about visual auditory, kinesthetic, we talked about physiology, we talked about matching and mirroring, and all those different things that we can get into. But when you study those and become a master at each one, you can do them naturally. So that creates more space in your conscious mind to be prepared for something else.

So go ahead not to do that. You hit it on the head, folks, if you can't build rapport first, you don't stand a chance at step two. I knew this when I got right out of college I start selling real estate in the first person I sold a house to I have nothing in fucking common with this guy like nothing, nothing at all. This guy's a total nerd. I'm like doing kickstands a week before I meet this guy coming out of college. I'm 21 years old. This guy's like 42 or something at the time, total nerd and we had nothing in common. But that we were in a fraternity and boom, I had them and that was the first thing I knew right off the bat was common ground Common Ground Common Ground common ground because I didn't have experience zero experience, right? Like who the hell is going to sell a condo? For under 50,000? Our condo on Michigan Avenue with a 22 year old kid, that's just some punk wearing a suit. And it was only because you know what's funny about that that's totally reminds me a story. I ended up keeping a relationship with this guy. My entire career. I was in Chicago, and I known him for now. It's been 20 years. But I ended up referring him a lot of business. And then probably about 678 years ago, I remember him telling me he's like, Mike, I knew that was your first deal, dude. He's like, I needed to know what the hell you're doing. And all of the above. And he's just like, I liked you. I saw you hustling. Like, I don't even know how to write the contract. I remember he's in our office. And I'm like, I run into to get the broker. And then he sees me going back and forth. And I'm like, sweating bullets. And, yeah, build reports first. So let's get into this. We rock and I have been talking a lot and then sort of not in the podcast, I know rock we're about to do some things together. And I you know, you what you've done and what I've seen you do in this thing is really brought me back down to my own the basics, that sometimes I pass up on and whatnot. And one of the things that I never understood in real estate till recently was Why does, why can two totally different people get the exact same leads, but have two totally different results. And I'll never forget the stories that there's this kid in my office I hired a while ago, kid comes in my office like smoking cigarettes, he's wearing sweatpants guy stinks. I'm like, how the hell is this guy? Gonna make it in real estate? He was a package deal. I wanted his partner, not him. So I'm like, Alright, fine, we'll we'll take you in. That kid ended up being the best lead converter in the country in that whole company. And right now, I mean, these two kids, they're probably millionaires by now. But why I'm like, I'm gonna How are you guys doing this? They were dating coaches. They used to teach guys how to get laid? No, they took the skill set, and they transfer it to real estate. And his key was, what do you do for your leads? How you convert him? Because I flirt?

Yeah, well, I'll tell you what give you a quick story is back in 2013. When I was starting my Keller Williams franchise, I wanted to start selling real estate to show to my agents that a you know, it's doable. And so I started calling for sale by owners and expireds. I went to this one that for sale by owner and it was two engineers. And they had their house listed for $342,000. It was cleaned. They wanted that money. There was other realtors that had come and visited. But I knew that most people don't follow up. So I followed up every four days. And on the fourth visit, because I had built rapport. I was speaking in detail because they're engineers, I slowed things down. Sure enough, I got the listing. And then I asked them, I said, You've had a lot of people visiting the property. Do you have anybody that maybe visited the property that I could convince? And I'll charge you a little bit less for that person? Because you've done part of the work? Well, their eyes lit up? And they're like, Yeah, honey, get the list, get the list. So we ran over? And wouldn't you know it? There's this line item page with 17 people on it. Emails, phone numbers, cell phones, the whole thing when they visited everything, why did they have all that they were to detail people and if you understand the disk model, you understand how to like somebody or be likable, then you can speak in terms t

It's hard to deny we are seeing an economic recession. While that is a scary thought for those in the real estate industry, the truth is that there is a lot of opportunity for us.

• How should we handle the recession?
• What can we still do when the market slows down?
• How to position yourself during a recession.

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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. What's that? Ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Folks, what we're going to be chatting about today is the R word. The recession. It is here, folks. Interest rate just went up what 7.75 basis point as of this morning, the Dow was under 30,000. Interest rates as of yesterday, according to my mortgage broker friend were 7.125%. What are we going to do? There is we actually just did an event on this topic last night. So I think it's very relevant to share with you guys sort of what we uncovered there, because it's extremely relevant to what's going on in the market. And right now I understand you might be scared, I understand, you might be worried. But the reality of it is, is that these types of markets that we're about to experience and face are when the biggest opportunities actually occur. The greatest transfer of wealth you guys always occurs during a depression or a recession, not during the peak bullish market. So what you want to be focused on though, is where you're going to take your message. And while everybody else is out there, just doing a bunch of doom and gloom, what I wanted to share with you on is how to change this conversation. Because if you're watching the news, if you're watching the media, you're probably like, literally on the verge of having a heart attack, because literally everything they do is not only not true, but it never seems to be at least notice. But it's scary. It's scare tactics. And if you don't know how to change the conversation to your client tell your clients are going to remain scared. So what I'm going to chat about is how do we change the conversation. And it's a lot easier than you think. So what I want to do is start out with some of the objections that you guys are hearing on a daily basis. I'm gonna tell you the ones that we heard yesterday from agents, and I'm sure these are true in your market as well regardless of where you're at, in the United States. So number one, I'm going to hold off right now, and not buy a house because this market is going

to crash. I'm gonna hold out right now, and don't buy a house because the rates are too damn high. So if this is your first correction, first off welcome and during the ride, but the good deals are bought in the shitty times, I want you to think back about anyone who bought a house in 2007, or six, bought at a peak just like anyone who bought a house in 2022 or 2021. Okay, and the absolute best deals in the real estate market came in the 2008 910 and 11 years. Personally, I was buying condos in downtown Chicago on the 48th floor for $140,000 To give you an idea of what we experienced in the last crash. And a lot of you guys know me as a video guy. But before I was a video guy, I was one of the top short sale teams in the country closing 25 to 35 transactions a month. And I did that for three years in a row. And at that time, I see a lot of similarities with what's occurring today. Which is how I know this history repeats itself, folks. And when people are not buying, that's when you buy, okay, you want to change the conversation quit doing what everyone else is doing the most, the best thing to do when it comes in terms of real estate investing is do the opposite of what the current market trends are. So for example, in the last market that we just came out of where people were overpaying for properties left and right ever the old markets ever going to crash librium crush been saying since March, we're gonna go down 20% In at least San Diego County, and I am right on. Everyone thought I was crazy. I'm not doing this. It's like well, you know, you guys ever been here before, dude. So what do we know with history, folks, for those of you that haven't experienced a crash is that the best time to buy is when no one else is buying because that's when prices come down. And the reality of the situation is is that as we enter into this recession, there's going to be pain, okay? I don't know how bad it's gonna get. No, it's probably not going to be as bad as 2007 Eight, I'm pretty positive. It's not going to be because there are a lot of conditions then that were present that aren't present in this market. However, there are going to be people underwater, and the more cost that goes up The interest rates hike the inflation, gas, all of these other expenses just leads to one end result, less people can afford what the prices are, therefore prices start to drop. So what I'm telling buyers what I would tell buyers, if I'm not, if I'm selling you guys is like, what do you mean? Makana buy, this is the best time to buy, but we have to buy the right deal. We need to find the person that is going to let their house go. Because it's not about the interest rate. It's about the opportunity. Now, I want you guys to really take that into effect. And just because no one else is buying and people are not, that's when the prices are going to come down. And that's when you pounce, yes, you'll have to deal with an interest rate hike. Yes, you'll have to deal with some of these higher costs. However, this is where an agent who is absolutely creative can come on into the mix. So one of the things that you change the conversation with is you actually start saying, don't sell now buy now, because that is the entire purpose. Now what if someone right now can't buy because they're stuck with a higher interest rate, and they can no longer afford that house that they want? Well, it's very simple. You need to start getting with your lenders and figuring out how to do rate buyouts, right? If I'm a real estate agent, right now I am I'm not selling them telling you guys what to do. But I am 100% starting to structure my deals with a three to 6% seller concession on every single purchase offer, especially in this high interest rate market. The reason why I'm doing that is because I'm going to use that concession to buy down my interest rate, how much of a bite down can it go, whether it's three or 6%. I don't know guys, get with your local lender and come up with a rate Bytown program because this is a marketing opportunity. Now I'm going to start marketing my business, instead of saying interest rates are so high bah, bah, bah, bah, like everyone else, and all these doom and gloom users. Instead, I'm going to say we're getting properties, we're not only buying properties under market value, but we're doing it with a 5% interest rate. Here's how, folks, there's so much opportunity right now to stand out and do things different, because everybody else is going to do one or two things. One, they're gonna go hide or neath a couch, most of them are. But number two, they don't know what to do, because they've never been here before. Okay, the very first thing you want to do in this is changed the conversation, alright. And that's the truth, people are going to have lose their jobs, they're going to lose their incomes,

people are still going to get divorced, people are still going to have kids and move up, some people are going to have promotions. But with less buyers in the market, it's going to increase inventory levels. And with more inventory, that just means that there's going to be more deals because I'm not going to buy the house that my eyes fall in love with. I'm going to buy the house that my opportunity falls in love with because it's such a good fucking deal. Now, how do we switch this conversation for sellers? If that makes sense? And if you guys have comments on that, please feel free to write in. But how do we change the conversation for sellers? Well, it's quite the opposite. Because what we're seeing with sellers already is they're saying, hey, I want yesterday's sales price and then us are stuck in the middle of being like, well, how are you going to help them? Well, your house isn't worth that much, folks, you have to be honest with people. And you have to teach them the basic principles of supply and demand. As a matter of fact, in this type of market and appreciating market, you don't price it at market value, guys, you price 5% below it. We don't know what's going to happen. Interest rates just went up another point seven five that hopefully they're still not 7%. But that's a big deal. That's going to take a lot of people out of the market. Okay. And that's not doom and gloom. That's opportunity. Because you have to know how to position this back to sellers as well. sellers need to understand that there's less buyers out there. But if I'm going to go out and sell a house, well, here's how I'm doing it. One, let's see if your loan is assumable. So you could pass through the interest rate to Why don't you offer a rate by down program to start enticing different buyers to with the lower interest rate and have that built into your m

It's hard to deny we are seeing an economic recession. While that is a scary thought for those in the real estate industry, the truth is that there is a lot of opportunity for us.

• How should we handle the recession?
• What can we still do when the market slows down?
• How to position yourself during a recession.

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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. What's that? Ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Folks, what we're going to be chatting about today is the R word. The recession. It is here, folks. Interest rate just went up what 7.75 basis point as of this morning, the Dow was under 30,000. Interest rates as of yesterday, according to my mortgage broker friend were 7.125%. What are we going to do? There is we actually just did an event on this topic last night. So I think it's very relevant to share with you guys sort of what we uncovered there, because it's extremely relevant to what's going on in the market. And right now I understand you might be scared, I understand, you might be worried. But the reality of it is, is that these types of markets that we're about to experience and face are when the biggest opportunities actually occur. The greatest transfer of wealth you guys always occurs during a depression or a recession, not during the peak bullish market. So what you want to be focused on though, is where you're going to take your message. And while everybody else is out there, just doing a bunch of doom and gloom, what I wanted to share with you on is how to change this conversation. Because if you're watching the news, if you're watching the media, you're probably like, literally on the verge of having a heart attack, because literally everything they do is not only not true, but it never seems to be at least notice. But it's scary. It's scare tactics. And if you don't know how to change the conversation to your client tell your clients are going to remain scared. So what I'm going to chat about is how do we change the conversation. And it's a lot easier than you think. So what I want to do is start out with some of the objections that you guys are hearing on a daily basis. I'm gonna tell you the ones that we heard yesterday from agents, and I'm sure these are true in your market as well regardless of where you're at, in the United States. So number one, I'm going to hold off right now, and not buy a house because this market is going

to crash. I'm gonna hold out right now, and don't buy a house because the rates are too damn high. So if this is your first correction, first off welcome and during the ride, but the good deals are bought in the shitty times, I want you to think back about anyone who bought a house in 2007, or six, bought at a peak just like anyone who bought a house in 2022 or 2021. Okay, and the absolute best deals in the real estate market came in the 2008 910 and 11 years. Personally, I was buying condos in downtown Chicago on the 48th floor for $140,000 To give you an idea of what we experienced in the last crash. And a lot of you guys know me as a video guy. But before I was a video guy, I was one of the top short sale teams in the country closing 25 to 35 transactions a month. And I did that for three years in a row. And at that time, I see a lot of similarities with what's occurring today. Which is how I know this history repeats itself, folks. And when people are not buying, that's when you buy, okay, you want to change the conversation quit doing what everyone else is doing the most, the best thing to do when it comes in terms of real estate investing is do the opposite of what the current market trends are. So for example, in the last market that we just came out of where people were overpaying for properties left and right ever the old markets ever going to crash librium crush been saying since March, we're gonna go down 20% In at least San Diego County, and I am right on. Everyone thought I was crazy. I'm not doing this. It's like well, you know, you guys ever been here before, dude. So what do we know with history, folks, for those of you that haven't experienced a crash is that the best time to buy is when no one else is buying because that's when prices come down. And the reality of the situation is is that as we enter into this recession, there's going to be pain, okay? I don't know how bad it's gonna get. No, it's probably not going to be as bad as 2007 Eight, I'm pretty positive. It's not going to be because there are a lot of conditions then that were present that aren't present in this market. However, there are going to be people underwater, and the more cost that goes up The interest rates hike the inflation, gas, all of these other expenses just leads to one end result, less people can afford what the prices are, therefore prices start to drop. So what I'm telling buyers what I would tell buyers, if I'm not, if I'm selling you guys is like, what do you mean? Makana buy, this is the best time to buy, but we have to buy the right deal. We need to find the person that is going to let their house go. Because it's not about the interest rate. It's about the opportunity. Now, I want you guys to really take that into effect. And just because no one else is buying and people are not, that's when the prices are going to come down. And that's when you pounce, yes, you'll have to deal with an interest rate hike. Yes, you'll have to deal with some of these higher costs. However, this is where an agent who is absolutely creative can come on into the mix. So one of the things that you change the conversation with is you actually start saying, don't sell now buy now, because that is the entire purpose. Now what if someone right now can't buy because they're stuck with a higher interest rate, and they can no longer afford that house that they want? Well, it's very simple. You need to start getting with your lenders and figuring out how to do rate buyouts, right? If I'm a real estate agent, right now I am I'm not selling them telling you guys what to do. But I am 100% starting to structure my deals with a three to 6% seller concession on every single purchase offer, especially in this high interest rate market. The reason why I'm doing that is because I'm going to use that concession to buy down my interest rate, how much of a bite down can it go, whether it's three or 6%. I don't know guys, get with your local lender and come up with a rate Bytown program because this is a marketing opportunity. Now I'm going to start marketing my business, instead of saying interest rates are so high bah, bah, bah, bah, like everyone else, and all these doom and gloom users. Instead, I'm going to say we're getting properties, we're not only buying properties under market value, but we're doing it with a 5% interest rate. Here's how, folks, there's so much opportunity right now to stand out and do things different, because everybody else is going to do one or two things. One, they're gonna go hide or neath a couch, most of them are. But number two, they don't know what to do, because they've never been here before. Okay, the very first thing you want to do in this is changed the conversation, alright. And that's the truth, people are going to have lose their jobs, they're going to lose their incomes,

people are still going to get divorced, people are still going to have kids and move up, some people are going to have promotions. But with less buyers in the market, it's going to increase inventory levels. And with more inventory, that just means that there's going to be more deals because I'm not going to buy the house that my eyes fall in love with. I'm going to buy the house that my opportunity falls in love with because it's such a good fucking deal. Now, how do we switch this conversation for sellers? If that makes sense? And if you guys have comments on that, please feel free to write in. But how do we change the conversation for sellers? Well, it's quite the opposite. Because what we're seeing with sellers already is they're saying, hey, I want yesterday's sales price and then us are stuck in the middle of being like, well, how are you going to help them? Well, your house isn't worth that much, folks, you have to be honest with people. And you have to teach them the basic principles of supply and demand. As a matter of fact, in this type of market and appreciating market, you don't price it at market value, guys, you price 5% below it. We don't know what's going to happen. Interest rates just went up another point seven five that hopefully they're still not 7%. But that's a big deal. That's going to take a lot of people out of the market. Okay. And that's not doom and gloom. That's opportunity. Because you have to know how to position this back to sellers as well. sellers need to understand that there's less buyers out there. But if I'm going to go out and sell a house, well, here's how I'm doing it. One, let's see if your loan is assumable. So you could pass through the interest rate to Why don't you offer a rate by down program to start enticing different buyers to with the lower interest rate and have that buil

I know there's a lot of people right now who are scared and worried about what's going to happen with the future of the market. There's no doubt transactions are down and some people are struggling. But some people are still doing really well. What can we do to help us survive this economic shift?

• What is your brand?
• What are the components of a brand?
• Why is a brand important?

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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. What's up ladies and gentlemen, welcome to their episode of the real estate marketing, dude, podcast, folks. So you we don't have any guests today, you're stuck, which is good old marketing, dude, me. But we are gonna go and do a little bit of teaching today. And there's a topic that I gave this morning on a webinar that I also want to give again today, because I think it's very relevant

to today's market, and experiencing the shift that we're in. And look, I understand and I hear a lot of you guys, I know there's a lot of people already and right now there's a lot of people who are scared, worried about what's going to happen. There's no doubt transactions are down and some people are still doing very, very well. God bless you if you are. But the reality of the matter is a sales down across the board. I just saw a statistic. That is just mind boggling to me. And you might have seen it too. It's been floating around on social media. And it said that only 8% of the real estate agent population has sold more than four houses this year, folks, it is August, September, I'm sorry, not in August, it's September, September 16. As of the time of this recording right now, like for houses like you cannot survive in a business only 8%. So what are the 92% of Realtors right now are freaking getting their ass kicked. Because if you've only sold four houses in 10 months, like, you're not gonna be allowed around in this business much longer. This is going to be a hobby, definitely a part time job. Unless you're a trust fund baby, right. But most of us let's get to the reality of it aren't. So let's go through and talk about, I want to get back to the basics. And I want to give you guys some really good advice. This is what I was telling you this morning. And there's really, when it shipped like this happens, this is the second or third time I've seen this and what always happens, it's the same like I feel like I have it down to a science. It's happened every time. So I'm gonna go ahead and do it again. I'm gonna advise again, and we'll see in six months if I'm right or not, but I'm always fucking right. All right, and we'll see what happens. But the point is, is that we've already experienced a shift. And last one you did too, was when COVID happened in March of 2020. And I remember we were all scared, everything was going crazy, right? What's going to happen? What's gonna happen never know what's going on. And a lot of people went into hiding, okay, and everybody's eyeballs were glued to social media. I remember seeing at that time, okay, guys get really, really loud, because everybody's eyeballs are gonna be on social. Everyone's just gonna be stuck to their phones, on Facebook, Instagram, all these different platforms. And that's what happened like all of our kids were stuck on the damn platforms, too. I'm still trying to get my son off of it. But the point of the story being is that a lot of agents went into hiding. And the ones who went into hiding got their ass kicked. There were some agents that were super loud on social media, and every single one of them had Rockstar years. And let's be honest, the the COVID 20, when it came out of COVID, for the real estate market was 18 months of just crazy appreciation and massive price hikes across all the states. As long as you own real estate you bought in the last few years, you did pretty damn well, because the pricing was just going through the roof. But now the shift is here. And now what's going to happen, right? So, folks, when this happens, and you get loud, is the point, just like the agents who got loud during COVID, all did very well. Because I believe that the entire business is based upon the attention that you have on your brand, the amount of people that know what you do in how many conversations you're constantly having, which is why like always talking on video and being on videos, because you're always conversing with somebody, even if it's one person or if it's 300 people, your videos always working for you even while you're sleeping. So the point being is that you doubled down on brand and doubled down on content during the shift. This is what you do, alright, because you cannot count on lead generation right now the reason if you're out there buying leads, and anyone who's listening to this, if you're buying leads, you just probably got your ass kicked last month if there was a negative shift in that, right and the scary thing about lead generation when a shift comes whether you're buying leads on Zillow, or you're doing some kind of paid marketing is that when a shift occurs and the consumer habits change, so does the ROI on your ad spend because you don't know what consumers are going to do right now. So it puts you in a very vulnerable position. If you're spending and shelling out money on lead generation stuff that was working six months ago that's just starting not to work today. But the one thing you can double down down in it especially during this time is on your database on your market. Like if you have someone that's cheated on you with another agent, the last 12 month's Well, you're not doing a good enough job of staying on top of your networker database because folks, the business has always been right in front of us. 74% of all closed transactions came from someone they worked with in the past, they were referred to, they personally met, or they already knew 74% which means that this entire business is based upon the relationships and the amount of people who know you in life. There's somebody in your market right now that you're like, Who the hell is this guy? And why is this guy selling houses, I want you to think who that is. There's somebody in your office might be some other competing office. But there's some agent that you think it's a total douchebag but they're way outselling you and be honest part of it is a little envious, you're a little envious of that he like dude can hate this guy. But I also like him a lot. I sort of respect him because he's outselling me. Well, the only difference between you and him or her whatever it is, is that they just have more attention or more relationships, more people know what they do they know what you do for a living. That's one reason why they're outselling you right now, but they're not any smarter than you. They're any better than you any of that that's all just in your head. So what does that tell us? Well, it tells us be really loud, because regardless of what the market's going to do the same things, people are still going to move, like, just because there's a recession doesn't mean people don't move. However, how often they move might change, but people are still gonna move I moved, bricking a month ago, I didn't know a month and a half ago, I needed to move I just sort of happened. So this is what happens in life, some people are going to die, some people are gonna get sick. In a recession, some people are going to lose their jobs, a lot of them. And they're also going to a lot of people are going to lose some of the affordability issues with rising inflation costs and all of that people are going to get divorced, people are going to get a promotion. But whatever life happens, people move.

That's not going to change whether they're going to move because whether there's a recession or no recession, but of which though, the main point is is that 80 plus percent of those people are going to hire the first person they meet with. So it's either going to be you or somebody else. So the reason why I'm saying you got to get really, really loud is that the one thing you can do during this market right now is go right back to the basics. Because the basics always work. And then this time, don't ever ignore the basics going forward. And you'll never have a business problem, whether there's a recession or not the number one reason why so many real estate agents fall on their face when the market shifts like this happen is that they've done a shitty job of cultivating the relationships they already have in life, because if they did, they wouldn't matter if there's a recession or not, because people are still gonna fucking move at the end of the day. So it's really just up to whatever. So mindset, folks at the end of the day, and right now, I know that 90% of your competition is quitting 90% of your competition is going to fail. I just told you the stats only frickin 8% of real estate agents nationwide. We're in September, we're in the middle of September called October, only 8% of real estate agents nationwide have sold more than four houses this month. Folks, that is a fucking opportunity. If I reverse seeing one because the vast majority of those people goodbye, you're gone

I know there's a lot of people right now who are scared and worried about what's going to happen with the future of the market. There's no doubt transactions are down and some people are struggling. But some people are still doing really well. What can we do to help us survive this economic shift?

• What is your brand?
• What are the components of a brand?
• Why is a brand important?

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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. What's up ladies and gentlemen, welcome to their episode of the real estate marketing, dude, podcast, folks. So you we don't have any guests today, you're stuck, which is good old marketing, dude, me. But we are gonna go and do a little bit of teaching today. And there's a topic that I gave this morning on a webinar that I also want to give again today, because I think it's very relevant

to today's market, and experiencing the shift that we're in. And look, I understand and I hear a lot of you guys, I know there's a lot of people already and right now there's a lot of people who are scared, worried about what's going to happen. There's no doubt transactions are down and some people are still doing very, very well. God bless you if you are. But the reality of the matter is a sales down across the board. I just saw a statistic. That is just mind boggling to me. And you might have seen it too. It's been floating around on social media. And it said that only 8% of the real estate agent population has sold more than four houses this year, folks, it is August, September, I'm sorry, not in August, it's September, September 16. As of the time of this recording right now, like for houses like you cannot survive in a business only 8%. So what are the 92% of Realtors right now are freaking getting their ass kicked. Because if you've only sold four houses in 10 months, like, you're not gonna be allowed around in this business much longer. This is going to be a hobby, definitely a part time job. Unless you're a trust fund baby, right. But most of us let's get to the reality of it aren't. So let's go through and talk about, I want to get back to the basics. And I want to give you guys some really good advice. This is what I was telling you this morning. And there's really, when it shipped like this happens, this is the second or third time I've seen this and what always happens, it's the same like I feel like I have it down to a science. It's happened every time. So I'm gonna go ahead and do it again. I'm gonna advise again, and we'll see in six months if I'm right or not, but I'm always fucking right. All right, and we'll see what happens. But the point is, is that we've already experienced a shift. And last one you did too, was when COVID happened in March of 2020. And I remember we were all scared, everything was going crazy, right? What's going to happen? What's gonna happen never know what's going on. And a lot of people went into hiding, okay, and everybody's eyeballs were glued to social media. I remember seeing at that time, okay, guys get really, really loud, because everybody's eyeballs are gonna be on social. Everyone's just gonna be stuck to their phones, on Facebook, Instagram, all these different platforms. And that's what happened like all of our kids were stuck on the damn platforms, too. I'm still trying to get my son off of it. But the point of the story being is that a lot of agents went into hiding. And the ones who went into hiding got their ass kicked. There were some agents that were super loud on social media, and every single one of them had Rockstar years. And let's be honest, the the COVID 20, when it came out of COVID, for the real estate market was 18 months of just crazy appreciation and massive price hikes across all the states. As long as you own real estate you bought in the last few years, you did pretty damn well, because the pricing was just going through the roof. But now the shift is here. And now what's going to happen, right? So, folks, when this happens, and you get loud, is the point, just like the agents who got loud during COVID, all did very well. Because I believe that the entire business is based upon the attention that you have on your brand, the amount of people that know what you do in how many conversations you're constantly having, which is why like always talking on video and being on videos, because you're always conversing with somebody, even if it's one person or if it's 300 people, your videos always working for you even while you're sleeping. So the point being is that you doubled down on brand and doubled down on content during the shift. This is what you do, alright, because you cannot count on lead generation right now the reason if you're out there buying leads, and anyone who's listening to this, if you're buying leads, you just probably got your ass kicked last month if there was a negative shift in that, right and the scary thing about lead generation when a shift comes whether you're buying leads on Zillow, or you're doing some kind of paid marketing is that when a shift occurs and the consumer habits change, so does the ROI on your ad spend because you don't know what consumers are going to do right now. So it puts you in a very vulnerable position. If you're spending and shelling out money on lead generation stuff that was working six months ago that's just starting not to work today. But the one thing you can double down down in it especially during this time is on your database on your market. Like if you have someone that's cheated on you with another agent, the last 12 month's Well, you're not doing a good enough job of staying on top of your networker database because folks, the business has always been right in front of us. 74% of all closed transactions came from someone they worked with in the past, they were referred to, they personally met, or they already knew 74% which means that this entire business is based upon the relationships and the amount of people who know you in life. There's somebody in your market right now that you're like, Who the hell is this guy? And why is this guy selling houses, I want you to think who that is. There's somebody in your office might be some other competing office. But there's some agent that you think it's a total douchebag but they're way outselling you and be honest part of it is a little envious, you're a little envious of that he like dude can hate this guy. But I also like him a lot. I sort of respect him because he's outselling me. Well, the only difference between you and him or her whatever it is, is that they just have more attention or more relationships, more people know what they do they know what you do for a living. That's one reason why they're outselling you right now, but they're not any smarter than you. They're any better than you any of that that's all just in your head. So what does that tell us? Well, it tells us be really loud, because regardless of what the market's going to do the same things, people are still going to move, like, just because there's a recession doesn't mean people don't move. However, how often they move might change, but people are still gonna move I moved, bricking a month ago, I didn't know a month and a half ago, I needed to move I just sort of happened. So this is what happens in life, some people are going to die, some people are gonna get sick. In a recession, some people are going to lose their jobs, a lot of them. And they're also going to a lot of people are going to lose some of the affordability issues with rising inflation costs and all of that people are going to get divorced, people are going to get a promotion. But whatever life happens, people move.

That's not going to change whether they're going to move because whether there's a recession or no recession, but of which though, the main point is is that 80 plus percent of those people are going to hire the first person they meet with. So it's either going to be you or somebody else. So the reason why I'm saying you got to get really, really loud is that the one thing you can do during this market right now is go right back to the basics. Because the basics always work. And then this time, don't ever ignore the basics going forward. And you'll never have a business problem, whether there's a recession or not the number one reason why so many real estate agents fall on their face when the market shifts like this happen is that they've done a shitty job of cultivating the relationships they already have in life, because if they did, they wouldn't matter if there's a recession or not, because people are still gonna fucking move at the end of the day. So it's really just up to whatever. So mindset, folks at the end of the day, and right now, I know that 90% of your competition is quitting 90% of your competition is going to fail. I just told you the stats only frickin 8% of real estate agents nationwide. We're in September, we're in the middle of September called October, only 8% of real estate agents nationwide have sold more than four houses this month. Folks, that is a fucking opportunity. If I reverse seeing one because the vast majority of those people goodbye

So what we're gonna be chatting about today is brand vs brand identity. What the hell is it? Is my broker my brand? Are you the brand? Why do you need it? Why is it important? I'm telling you right now that if you do not focus on your own personal brand, you're going to be out of business

Jason Byer serves as the marketing and partnership manager at Crowdspring, where he helps businesses and individuals grow their brand and make more money.

• What is your brand?
• What are the components of a brand?
• Why is a brand important?

Check Out His Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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

What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks already chatting about today's What the fuck do you do in a recession? I just did a video on this. And I was just talking about how important brand is

brand brand brand and a recession because you cannot rely on lead generation because everyone's buying and selling habits have changed. So what we're gonna be chatting about today is we have like the brand master from crowdspring. And we're gonna go through brand identity versus brandied. What the hell is it? Is my broker my brand? Are you the brand? Why do you need it? Why is it important? I'm telling you right now that if you do not focus on your own personal brand is business, you're going to be out of business. I've been saying this for last five fucking years on the damn show. So we're gonna go here, and I think you're gonna prove my point. So without further ado, let's go ahead and introduce our guest, Jason buyer. Jason, how are you? Good. I'm great. Let's do it. Why don't you tell everyone a little bit about whom you are. And we'll get right into, like all kinds of questions for your so I lead marketing and [email protected]. And we help agents or agencies, small business owners, real estate agents build their brand that starts from that name that you're going to use if you're not using your brokers name and the logo and visual identity. And yeah, it's branding is that secret sauce, it's that it's what sets you apart. It's, it's not difficult to find a real estate agent, right? It's difficult to find one that you'd like working with. And that's really what we're trying to convey through the brand. And remember, like, these are the stats are there, they're sickening. At I think plus percent of people said they'll use their agent again, but only 29% do. Mainly people don't stay in touch with them. But it's impossible to be remembered without a brand. You know, people don't remember. Mike Cuevas remember real estate marketing, dude, dude is my brand. But when I get done with the show, I'm gonna go turn into Mike. So you have to have a brand. You guys, it's whom you are. It's what people read. You remember people buy think about your own viewing habits, and content, habits. Whatever you create, you're drawn to certain things, right? People are drawn to certain things. We're drawn to different brands. And that's honestly how our, my mind works. And I'm pretty sure it's about just the way the human mind is. So let's dig deep into it.

I think real estate agents don't see themselves as a brand, mainly, because they're they look at themselves as a person, human. I'm not a brand. I'm a human being. I'm a salesperson chasing the check. Do you mean brand? How do you how do I how do you do that? Absolutely. So let's first define the word so we can get that out of the way. Because a lot of us think brands are corporations. It's apple, it's Nike, it's not us, right? And so a brand is, is every interaction somebody has with you or your company, right? Depending on who you're you're really representing. It's everything from the presence of your vehicle doesn't have to be a nice car, but it's got to be clean. Right? You know, when you open up the door to papers and stuff fall out and your old gym bag and things like that, right? That's part of your brand. That was my car for sure. When I was selling houses. Exactly. Right. So how quickly returned phone calls, you know, your your voicemail, the email that you use, are you still using the MSN or Yahoo email, people judge that right? So this is your whole brand makeup is every little interaction. brand identity is everything visual about your brand. So these are things like your logo and the marketing materials, the color, the font that you use, even your name because you spell that out in different areas. And so that's your brand identity. And so when you think about like, you know, do I have a brand as a person, we all have a brand. But are we actively shaping it? Are we trying to control here's the thing is that even even Apple and Nike can't completely control their brand, they can only direct it, because you and I is the consumer and as the person looking at that company, we control the brand. We are the ones who who have certain thoughts about what this company or person means to us. What our goal is, is just to help provide the train tracks the rails to keep our brand moving in a direction that we want it. Do we want to be known selling to affluent individuals, or to budget conscious first time buyers. There's a market for each, but we should be conscious of the fact of who we're actually talking to. And not just you know, make it up on the fly. Well, I thought every real estate agents logo should be a roof with their initials and or maybe a set of keys next to it though. Yeah. And that's the problem, right? So everybody thinks that way. And there's certain industries that are very guilty of this. dentists, lawyers and real estate agents, you know exactly what that that logo is going to look like and therefore it means nothing to you. Right so when you go

out, and you spend all this effort, time and money to attract leads, you look just like somebody else. And it's and you want to have that separation, it's what we find with with free designs or something that's cheap. There's simply just mashups of certain industry symbols. And it doesn't mean you have to avoid them. You can still incorporate things like you know, keys and homeownership into your design. But there's ways to do that, that make them look more custom, that you actually took time to create something that that looks unique. So a lot of people, here's here, I'll tell you what their reservation is right off the bat, though. Well, if I if I do that, I might turn off some people.

What do you answer to that? Good? You know, like, that's what we're trying to do. We're trying to niche down. We're trying to find out, you know, who do we want to work with? And, you know, can we speak directly to them? Because if we're not speaking to them, we're speaking to nobody, right? If we're saying we service, every client, every every person at whatever stage in life in any geography, we just look like somebody generic, right? But if we say, we're only interested in selling a million plus homes in this area, that's very specific. And now I want to work with you because I don't want you to say you have to leave to go help some kid by his first house, right? Or maybe it's the opposite. Maybe you want to go after the person whose first time homebuyers because they're like, look, this isn't my third house. I've gotten a lot of stupid questions I'm going to ask, and I'm gonna feel really bad. You know, asking somebody who only sells to folks a million plus, that's not me. Right? And so you want to brand yourself. And when you start talking about branding, you know, what matters is let's let's go with colors, right? So colors have meaning. So if you're targeting an affluent market, your best to use colors that create trust, like blue, or black and gold, which create affluence, or feelings of affluence. If you're going after maybe first time buyers or you're branding yourself, it's kind of fun, maybe using some funky colors, you know, you're using the purples and the pinks. And we've, we've seen Realtors do this? Well, you know, they're known as the pink realtor. And they're saying, Hi, I was just gonna say that the that was one of the best brandings I've ever, ever seen. There's I forget who the guy was a tough dude, the guy was like six, four huge, like, muscle builder. And he was the realtor. So it was like, so perfect for him. Because you just remember, you don't expect to see the big burly guy in a pink shirt every day. But that's that was his brand. And he views it as his uniform. Right? Absolutely. So like, there's a great point, you want to find those additional areas to insert your brand. Right? So some of the obvious ones are, you know, the sign in the front yard. But can you do a vehicle wrap on your on their kid? Can you do something on the outside? Can you do a big mural on the outside of your building? If you have a physical location, right? All of your outdoor advertising, or marketing flyers, this should all have your brand, you shouldn't be second guessing what color am I going to use? What font am I going to use? It's whatever you've defined as

So what we're gonna be chatting about today is brand vs brand identity. What the hell is it? Is my broker my brand? Are you the brand? Why do you need it? Why is it important? I'm telling you right now that if you do not focus on your own personal brand, you're going to be out of business

Jason Byer serves as the marketing and partnership manager at Crowdspring, where he helps businesses and individuals grow their brand and make more money.

• What is your brand?
• What are the components of a brand?
• Why is a brand important?

Check Out His Website

Real Estate Marketing Dude

The Listing Advocate (Earn more listings!)

REMD on YouTube

REMD on Instagram

Transcript:

So how do you attract new business? You constantly don't have to chase it. Hi, I'm Mike Cuevas a real estate marketing. 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

What's up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast, folks already chatting about today's What the fuck do you do in a recession? I just did a video on this. And I was just talking about how important brand is

brand brand brand and a recession because you cannot rely on lead generation because everyone's buying and selling habits have changed. So what we're gonna be chatting about today is we have like the brand master from crowdspring. And we're gonna go through brand identity versus brandied. What the hell is it? Is my broker my brand? Are you the brand? Why do you need it? Why is it important? I'm telling you right now that if you do not focus on your own personal brand is business, you're going to be out of business. I've been saying this for last five fucking years on the damn show. So we're gonna go here, and I think you're gonna prove my point. So without further ado, let's go ahead and introduce our guest, Jason buyer. Jason, how are you? Good. I'm great. Let's do it. Why don't you tell everyone a little bit about whom you are. And we'll get right into, like all kinds of questions for your so I lead marketing and [email protected]. And we help agents or agencies, small business owners, real estate agents build their brand that starts from that name that you're going to use if you're not using your brokers name and the logo and visual identity. And yeah, it's branding is that secret sauce, it's that it's what sets you apart. It's, it's not difficult to find a real estate agent, right? It's difficult to find one that you'd like working with. And that's really what we're trying to convey through the brand. And remember, like, these are the stats are there, they're sickening. At I think plus percent of people said they'll use their agent again, but only 29% do. Mainly people don't stay in touch with them. But it's impossible to be remembered without a brand. You know, people don't remember. Mike Cuevas remember real estate marketing, dude, dude is my brand. But when I get done with the show, I'm gonna go turn into Mike. So you have to have a brand. You guys, it's whom you are. It's what people read. You remember people buy think about your own viewing habits, and content, habits. Whatever you create, you're drawn to certain things, right? People are drawn to certain things. We're drawn to different brands. And that's honestly how our, my mind works. And I'm pretty sure it's about just the way the human mind is. So let's dig deep into it.

I think real estate agents don't see themselves as a brand, mainly, because they're they look at themselves as a person, human. I'm not a brand. I'm a human being. I'm a salesperson chasing the check. Do you mean brand? How do you how do I how do you do that? Absolutely. So let's first define the word so we can get that out of the way. Because a lot of us think brands are corporations. It's apple, it's Nike, it's not us, right? And so a brand is, is every interaction somebody has with you or your company, right? Depending on who you're you're really representing. It's everything from the presence of your vehicle doesn't have to be a nice car, but it's got to be clean. Right? You know, when you open up the door to papers and stuff fall out and your old gym bag and things like that, right? That's part of your brand. That was my car for sure. When I was selling houses. Exactly. Right. So how quickly returned phone calls, you know, your your voicemail, the email that you use, are you still using the MSN or Yahoo email, people judge that right? So this is your whole brand makeup is every little interaction. brand identity is everything visual about your brand. So these are things like your logo and the marketing materials, the color, the font that you use, even your name because you spell that out in different areas. And so that's your brand identity. And so when you think about like, you know, do I have a brand as a person, we all have a brand. But are we actively shaping it? Are we trying to control here's the thing is that even even Apple and Nike can't completely control their brand, they can only direct it, because you and I is the consumer and as the person looking at that company, we control the brand. We are the ones who who have certain thoughts about what this company or person means to us. What our goal is, is just to help provide the train tracks the rails to keep our brand moving in a direction that we want it. Do we want to be known selling to affluent individuals, or to budget conscious first time buyers. There's a market for each, but we should be conscious of the fact of who we're actually talking to. And not just you know, make it up on the fly. Well, I thought every real estate agents logo should be a roof with their initials and or maybe a set of keys next to it though. Yeah. And that's the problem, right? So everybody thinks that way. And there's certain industries that are very guilty of this. dentists, lawyers and real estate agents, you know exactly what that that logo is going to look like and therefore it means nothing to you. Right so when you go

out, and you spend all this effort, time and money to attract leads, you look just like somebody else. And it's and you want to have that separation, it's what we find with with free designs or something that's cheap. There's simply just mashups of certain industry symbols. And it doesn't mean you have to avoid them. You can still incorporate things like you know, keys and homeownership into your design. But there's ways to do that, that make them look more custom, that you actually took time to create something that that looks unique. So a lot of people, here's here, I'll tell you what their reservation is right off the bat, though. Well, if I if I do that, I might turn off some people.

What do you answer to that? Good? You know, like, that's what we're trying to do. We're trying to niche down. We're trying to find out, you know, who do we want to work with? And, you know, can we speak directly to them? Because if we're not speaking to them, we're speaking to nobody, right? If we're saying we service, every client, every every person at whatever stage in life in any geography, we just look like somebody generic, right? But if we say, we're only interested in selling a million plus homes in this area, that's very specific. And now I want to work with you because I don't want you to say you have to leave to go help some kid by his first house, right? Or maybe it's the opposite. Maybe you want to go after the person whose first time homebuyers because they're like, look, this isn't my third house. I've gotten a lot of stupid questions I'm going to ask, and I'm gonna feel really bad. You know, asking somebody who only sells to folks a million plus, that's not me. Right? And so you want to brand yourself. And when you start talking about branding, you know, what matters is let's let's go with colors, right? So colors have meaning. So if you're targeting an affluent market, your best to use colors that create trust, like blue, or black and gold, which create affluence, or feelings of affluence. If you're going after maybe first time buyers or you're branding yourself, it's kind of fun, maybe using some funky colors, you know, you're using the purples and the pinks. And we've, we've seen Realtors do this? Well, you know, they're known as the pink realtor. And they're saying, Hi, I was just gonna say that the that was one of the best brandings I've ever, ever seen. There's I forget who the guy was a tough dude, the guy was like six, four huge, like, muscle builder. And he was the realtor. So it was like, so perfect for him. Because you just remember, you don't expect to see the big burly guy in a pink shirt every day. But that's that was his brand. And he views it as his uniform. Right? Absolutely. So like, there's a great point, you want to find those additional areas to insert your brand. Right? So some of the obvious ones are, you know, the sign in the front yard. But can you do a vehicle wrap on your on their kid? Can you do something on the outside? Can you do a big mural on the outside of your building? If you have a physical location, right? All of your outdoor advertising, or marketing flyers, this should all have your brand, you shouldn't be second guessing what color am I going to use? What font am I going to use? It's whatever you've defined as your core identity. Sure. So you mig