Do I have the right frequency and framework in my marketing to make me and my business magnetic?

If you can nail your frequency and nail the simple framework, the only thing that's going to happen from that is you are going to be more magnetic to your recruits, you are going to be more magnetic to buyers and sellers and you will continually elevate your authority score and your credibility in the marketplace. You know what that does? Increases profits. It's John Cheplak coming to you at 5:19am in the parking lot of Las Vegas Athletic Club in obviously Las Vegas. Before we start day two of the marketing Playbook Mastermind, I'm going to share with you two simple teaching lessons that and I always share the results. I don't need people to think I'm great. The only greatness I need is the life that I live around me. But I think it's really important you get a lot of advice from people. And does that advice come from someone's got results or they just went to a good class or read a good book? I don't know. It helped US close almost 400 million in loans last year, these marketing principles, without spending a dime. It helped our coaching increase 100% year over year. And remember in a time frame when my avatar, ideal customer, my industry was complaining about a hard market and sales were down and mine are up. Number one, let's start with frequency. It was about 8:50am yesterday and I was talking with two longtime friends, two longtime Cheplack community members, our coaching community, Mark Killer and Aaron Drissel. Mark's in Florida and Aaron's in Utah. Two really, really good dudes. And we're just getting ready to start up the mastermind. And Mark looked over to me and says, what have you posted already seven times today? That was at about 8:50ish a.m. i said, oh, I don't know, I probably post a few. Let's take a look. Then I went on my personal Facebook and I had already posted six times, six times yesterday morning before 9am Let me give you a pro tip right here. When someone has been in business for a long, long time and you've followed them for a reasonable amount of time and the people that they work with are pretty accomplished, that's being humble. And the results they get are pretty doggone good, that's being humble. You might pay attention. So number one, and the neat thing with this marketing thing is it's really simple. The first one you got to get out of the way is your frequency. And frequency is interesting. It is a mindset issue. And then this is a myth. When I say this, something gets a I don't know if competency is the word. That's not the right, right way to describe it. But the first one is a mindset. Oh my gosh, I'm posting too many times. What will people think? That's really simple. Let me help you with the simplicity of it. What other people think has to do with one thing, your lack of a crystal clear mission. A man or a woman on a mission is unstoppable and they are not concerned with the things outside of them. Now let's go to number two where I talked about competency and isn't I'm not sitting here saying that you're competent or incompetent, but let me go into the thought process that someone's I don't know what to post or I'm not a good storyteller or I'm not a good writer. You're not good at basically retelling the stories of what is taking place in your business, in your life that is of interest of your ideal customer, of your audience, of your friends. It's not about competency. It's about making a choice. It's not about being good at copywriting. Yes, we help you write really, really good copy, but that's a process. Just here's another tip for you is just write how you speak and then you got to go back to the mindset because some of you are afraid of the grammar trolls. Some of you are afraid of saying the wrong thing and someone's going to judge you. Just write as you speak. Be you. Everyone's taken. When you're all alone on your deathbed and you're reflecting back on life, the one thing you're going to regret the most is worrying about what other people think about you. And regrets are terrible. So frequency and, and the neat thing is, is the things that I talk about are things that I'm actually doing. Someone asks a question. Well, let's check right now it is 5:24am this will be my second post of the day. I'm not teaching rocket science, but what's interesting is all my businesses go to the moon. So it doesn't need to be something really complicated to grow, something big. And I don't have to pay a bunch of money to get it. Why don't you do it now? Let me give you so frequency is your thing. Email. I was thinking today I might drive down here to the gym, I might pop two emails out and in in an effort to make them both really, really educational too. You know, especially when I'm sitting in A a mastermind for a couple days. Gosh, lots of good thoughts come to mind because I'm presenting and sharing and impacting folks that are in a room. That's the objective. Man. I can take those words, those teachings and put them into a couple emails. I'm gonna send maybe two emails today. Okay, cool. But let's come to the final piece that I want to give you. And this is the framework. And if you're a team leader and you're watching this pick, pay really, really close attention because here's what you need to do. You know, you probably do a weekly meeting or a monthly meeting with your team and you're forgetting the single most important silo you must focus on. No, John, we talk about marketing. Well, you talk about marketing, but you talk about the wrong things. But typically you're looking at, okay, you know, what are our expenses? You know, how many sales did we have? You're inspecting. Follow up, boss. You're looking at all the different KPIs. You're looking at speed of response. You're looking at two minute conversations. You're looking at text emails, the ratio of text to call, the conversation, the conversation to appointment. I mean, it goes on and on and on. You know, operations is going to give their input and it's all important. You're going to look at your recruiting activities, all these things, and then you look at marketing. You know, the problem is what you do when you look at marketing is I think most of you just look at how pretty it is and how much you're putting out there. I'm exaggerating. Let me help you with what to do on a weekly basis, you and or your marketing director. And let me share a secret with you team leaders. Not to minimize marketing directors, but you'll never really have a true marketing director. Team leaders are always the marketing director. I don't care how big you get, you can slap a title on it for someone. You're the marketing director. Here's what I mean. You're the voice of the organization. That's what your marketing is. Marketing is the voice of the organization. Marketing is not who can get people to buy or sell more things from us. Right now based on what I post. That's the biggest mistake people are making. It's huge. That's a whole other training. But let me break this down for you. This is the conversation that you need to have with your marketing team, with your recruiters, with your agents. You need to sit at a, at a leadership level and discuss and analyze this and not analysis to paralysis. And then you've got to carry it out to your recruiter. When they're communicating with recruit prospects, you need to communicate it with your agents so as they go out into the community and they are interacting with buyers and sellers so they're not saying the wrong things to the right people and the right things to the wrong people. Here's that simple framework. First we talked about frequency, now we're going to talk about framework your audience and we hear the word avatar. I say thrown. It's not thrown around, it's very serious. I was talking to someone yesterday during the lunch break and talking about, okay, we've been focused on this type recruit, but should we focus on that recruit? Well, there's really two avatars there and it's okay to have two avatars, but you must have two messages and the two messages won't confuse folks. You know, it's like you've got people that are working in, in some different neighborhoods and, and can a different neighborhood create a different avatar? Sure, if you're working in two areas that are different, you know, talk to, call out that neighborhood if you would. Things that are important to them, things that are newsworthy to them, things that are informational to them and it's something simple as, you know, maybe a price range here is different than a price range there. Maybe days on market is different here and days on market there. Maybe maybe you're really spread out and you got multiple marketplaces and maybe community events over here are different than community events over there. But anyways, just some real simple examples talking from the recruiting standpoint. Some people want to use the scholarship program to recruit agents. That's an avatar. While at the same time get that agent that sold, you know, eight or less homes and they have the confidence that if they can recruit that agent over, they can get up to 20 and 24. I think any great organization operation should be able to get most agents that are hungry and want to grow their business from 8 to 24 agents. It's a really good avatar. So who is my avatar? Who is my ideal customer? Who am I focused on? Okay, that's number one. Number two, what are their problems? Challenges, frustrations? What keeps them up at night? What keeps them up at night? Let's go over to the recruiting space. It's interesting. I always get this, ask this question from the different downline organizations, folks building down lines, rev share, profit share, whatever it may be. Well, tell me how to recruit someone to my downline. Well, let me ask you. This doesn't each person you recruit to your downline still want to sell a house? Isn't that, you know, wouldn't you find that 99% of people, maybe 99.9% of people are in the real estate business that you might be trying to attract to your downline? Probably need to sell houses. I need to make some money. They're probably coming off maybe a tougher year. Has been for a lot of people. Not me, but that's another story. It's another story for me because I know how to market. Okay, what keeps your audience up at night? What are their challenges, their frustrations? Great. Now let's go a level deeper. What are their false beliefs? What are their false beliefs? So they have the challenges and frustrations and the thing that keeps them up at night. And then the next level, you know, people think, well, challenges and frustrations, okay, I've got to prove that I can solve those. Well, not so fast, hot rod. Because with challenges and frustrations and things that keep people up at night, many if not most, think they don't have a solution. There isn't a solution. Let me give you an example. In the recruiting game, false belief. You know, so many other people aren't making it. So it doesn't matter what all you offer and how great your leadership is. This is just a time where real estate agents aren't making it. And this is just a time where, you know, I'll just settle in. I used to sell 25 homes a year and I'm only gonna be able to sell 12. But that'll change because of the market. That is a false belief. That's a false belief. You ever think about that? And your objection handlers ain't gonna do that. That is the elementary school marketing and sales training that we continue to get. That's why I work with the elite. That's why I personally get elite results. I just do. I grow. And others don't continue to grow. People do the things that we ask them to do and we share with them to do. They grow. The nice thing is I can just be really, really direct because you can't argue with a resume. That's proven. We got the receipts. And so you're going into sales mode and trying to overcome someone's not objection. We haven't even got there yet. You're talking about someone's belief. So we took a look at what are the things that. And this is marketing framework. See, marketing is sitting down. Well, I heard all these things that really, really work and sound good. So I'M going to do them. That's that academic stuff. And am I saying that what I'm sharing to you is an academic? No, but I guess what I'm trying to tell you is there's just levels to this game, like really deep levels that our industry does not teach people. Very, very surface and very unsophisticated. And that's why I think people struggle. That's why also too, on this marketing topic, why your expenses are so high. Because you know what you're taught, you're taught to, well, get a credit card, throw money at the marketplace. You throw enough money at the marketplace, you're going to get enough business and small percentage close. But your margins, like listen, go back and sell houses. You ever feel that way? I'd never worked for the margins of real estate. I did and I got into, and got results and got into coaching. But I digress. But you can, you can move your margins. People look at the wrong things to move your margins. I mean, let's talk about that for a minute. I'm going to get back into the framework here. Okay, let's think about this. It takes all these contacts and all these interactions and all of this time just to get someone to conversion, just to get someone to connect with you, just to get someone to respond to you, just to get someone to show up for the appointment that they set with you. And so you're working on all these different things to say and what to do and all that. What if your message was right? What if your message was right? What if you, what if you in your marketing, in your conversations, in your posting, in your emails, what if you woke up every single day and you continually answered the questions? They have challenges, frustrations. The thing that keep them up at night without expecting anything because y' all got tens of hundreds of thousands of leads and names and numbers and email address of people that. Can you believe that? That have raised their hand and opted in and said they want to do something? Well, your job's easy. Good marketing answers their questions consistently and better and more often for free online emails, on the phone, text message. Better and more than anyone else does. Okay. Challenge frustration. Okay, there's a solution. Okay, yeah, but here's what I believe. The unconscious brain takes over. Okay, good. Well, then that's that next step. What do you do in the next step? How do you overcome the false beliefs? You help them create a new story. Now, I'm not going to give it all away to you here. I give away so much right now. I mean, literally you may. Oh, that's a nice video. Yeah. Well, if you sit here and think it's a nice video from someone that continues to kind of build big businesses that are profitable, always have been, and you minimize it. That's part of your problem. It's part of your problem. And I'm giving you example of marketing right now. I am marketing to you right now. I'm not going to ask you to buy anything. Don't need to. Because what I'm doing is building credibility, building authority. You see, these principles are universal. It's what we do every day. That's why I post all the time. Bought your roi. I don't know. My ROI is I keep kicking ass. So I guess if I keep doing something, I keep kicking ass and it's profitable. It's fine. You go play in your spreadsheet. And I'm not minimizing numbers. Listen, I'll run circles around anyone around the numbers. I know what the numbers are. The number is this. Okay, do an activity, put money in. Does my income go up? All right, works for me. Now you want to know an ROI? Yeah, I just got 11 to 1 ROI on a little marketing campaign where I threw a little money at it. Yeah, I'm fine. I think I did a 15 to 1 on another one a couple weeks earlier now that I'm doing a bunch of them. Now 2026 is my year of investing. But I digress. We've got challenges, frustrations, things that keep people up at night. Does your marketing convince them to pick you? With what language do I get? What call to action, like in their face? Annoying? Or does your marketing continually answer their questions? That builds your credibility, builds your authority, makes you magnetic, builds trust, lowers their guard, and they just ask you, what should I do next? And it is that easy. How do you build an eight figure income coaching business without a salesperson on your staff or a marketing director or running ads? I'll let you sit in that one. Because I followed this framework for years. You want. Do you want the leads in your database to answer more frequently? Oh, you do? Good. Do you want the leads in your database to say yes more often when your agents call them? Oh, yes, you do. Do you want from appointment set to met? Do you want that to increase? Oh, yes, you do. Well, guess what takes care of that. Not some new tricky script, you guys. Come on. All the scripts and dialogues are just recycled. They all are. See? But there's this lever underneath it that makes it different in our. Why do I. Why can I work with the best in the world. And by the way, it's not just hype. Look at their documented rankings over the years. Because there's levels to the game and there's simple framework to follow. So now I got these false beliefs. Great. You've got to help them create a new story. How do you do that one? I'm gonna skip over. I'm not gonna skip over. I'm just gonna leave you to your own devices on that one. But, you know, gotta honor the folks that get in the rooms with us. Great. Now you've got to take a look at what are my vehicles. And then you get distracted with the new gadget. Well. And you can't even tell me last time you sent an email or what the subject line was or what the frequency of your emails are or what your open rates are. Are you kidding me? Emails is still the number one ROI marketing tool on the planet. Email is an ATM machine. It's so much of an ATM machine that we decided to go out and build our own email platform, Suresend. That is inside our wonderful CRM. Sure Sent. Actually, we're onboarding our first group Monday. That's for another topic. So we've got our audience. We know what keeps them up at night. Challenges, frustrations, false beliefs. They've got a story. You've got to help them create a new story. And that's not through. Objection. Handling. Sorry. That's peewee football. How do you create a new story for them? And they've got your vehicles. Listen, I'm watching. We have millions and millions of dollars in net income. Personal Facebook page, Instagram, email, a text, a phone call, and this little thing that I'm recording this video on, doing videos. And you just follow the steps and you keep the frequency up and you pay attention to the feedback. The engagement on a social media post, the lack of engagement on a social media post. What does that do for you? It tells you what your audience wants and likes. Then you pay attention to your emails. What are people opening more often? Look at that subject line. Okay. And then the ones that aren't getting open, look at that subject line. Oh, that topic. Or maybe the way I wrote it, you got to look into these things. The only thing that's going to happen, you are going to recruit more agents easier. You're not going to get stuck in negotiation games where you're basically giving away the farm because all you're doing is pitch, sell, pitch, sell. You haven't lowered their guard. You haven't demonstrated a high level of value. And competency capability to actually transform their life. See, everyone wants a transformation. That's what they're buying. An agent coming to you to join your company or downing. I want the best deal or the best payouts or all this crap. No, they're looking for a transformation. Interesting. How much time are you spending demonstrating how they can get the transformation in your marketing? How much time you spend in that? The same with the consumer. I mean, what's going to happen? We watch it happen. Answer rates of those tens of thousands of people in your CRM. They're going to go up conversation to appointment set. We watched one organization sells thousands of homes. They increase their emails by 400% and we focused on what they're writing over six weeks. Answer rate appointment set went up 40%. This isn't rocket science. So those are the simple steps to marketing. Really simple. Here's what you need to do though. Come back to the beginning. You need to sit down and review those things with your leadership team. Let's revisit our audience. Let's revisit their challenges, their frustrations, the things that keep them up at night. Let's write out and really analyze their false beliefs and then let's look at how do we create a new story for them to believe, a real one. Give you a tip right there. Okay. And then you use your vehicles and you use them consistently over a sustained period of time and stop getting distracted. Stop getting distracted. Land on this point. Caution the innovator. Caution the innovator. Innovators typically the avoider. They're always onto this new thing. And when someone shares with you the new thing, you got to learn to be direct. You're doing the new thing. That new thing works good. Show me the net income return on that. Show me the net income return on it. Show me what you're making period. Careful. All these, you know, everyone's got all this advice and listen, if you're in, if you're in business for non profit, hey, listen, go listen to everyone. There's tons of people you can learn a lot of things from that will help you build a non profit real estate business. Okay? But if you're in the business for profit, think you are, why don't you pay attention to the people that over sustained period of time are able to and capable of anything that they're sharing with you to use it in their own business. That's the funny one. Hey, do this in your social media, do this on your that and they're freaking broke. Their social media is crap. They're still trying to make their first hundred grand. And I'll tell you for my audience, that person's never even hit seven figures in their life. And typically my audience wants to hit seven figures. What are you doing talking to learning from a hundred thousand, two hundred thousand dollars. You're an earner and you want to make seven figures. They can't even use the thing that they're an expert at in their own business to build the seven figure business you want. That's a joke. A lot of them are coaches. Come earn seven figures, man, you ain't even earned seven figures yourself. What are you talking about? Kind of comical. Sit down with your team and review. Review these drill down challenges, frustration. What keeps them up at night? What are their false beliefs? What are the recruits false beliefs? Oh, you can't sell more real estate. What are the what's the consumer's false beliefs? Oh, it's not a good time to buy. Here's why. And all these reasons. Great. Well you better have a freaking answer for it. Not some stupid ass script. That's what jokers do. And make joker income if you want to. But here's the problem. See, society rewards average and if you want to be there, that's fine. Cool. Listen, no disrespect, but I'm not about that. Just not. And then what I want you to do is I want that marketing director, marketing administrative person to make sure that the message. Hey, this week, how did we answer all of the questions of our recruits through our marketing pieces and copy and creative we put out there. Ask your marketing director. How did we what are the challenges and frustrations of the consumer this week? How did we answer the questions of the buyers and the sellers, the hundreds of thousands of people that we've probably spent up to millions of dollars to generate. The lift in the hull, the tech and the staff and the driving agents and sales managers. Who cares if your message is wrong? How do we create stories, a new story that's real and true. To change their beliefs, not manipulate. That's what your marketing department needs to do. You need to evaluate that messaging. I have an organization, sold 2200 homes last year. You know what they do? They write the emails together in a boardroom and analyze them before they send them out to the recruits. The simple stuff. Anyways, I love you all so much that you freaking dug into my workout time. I got to get to the gym. I'll talk to you soon.