Alec Cheplak built a seven-figure business to $65,000 monthly revenue in eight months with zero ad spend, using daily social posts, webinars, and email. He now sends 3 to 7 emails weekly and runs playbooks like 18 emails over 24 days and 50 text invites daily to fill 250-seat events.
Questions this video answers
April 2023.
$65,000 MRR.
$0 (no ad spend).
About one year after launch (circa 2024).
About five times per day (shared between him and his wife ~14 posts/day total).
Chapters
We launched April 2023. We got to $65,000 monthly recurring revenue by that November without a CRM, without emails, without nothing.
So April to November, you went from zero to 65,000amonth recurring revenue off social.
One webinar and one stage.
Wow, really cool.
Email came later that next. I think email came one year after we launched. I think it was like 24.
We.
Foreign.
Welcome to the Chet Black Lab podcast where I sit down with proven, tested leaders who share with you what is, as I stated, proven and tested so that after watching or listening, you can take immediately deployable action steps will impact your business. And today I'm sitting with another check back. Alec Sheplak. Alec, how are you, dude?
I'm good. Let's go. We found some time between calls to get together. I like it.
Good. And, and this is one that, you know, listen, I'm, I'm a lifelong learner and I've always said, you know, if you haven't ran a real estate operation, how can you be a coach? And guess what? I got to eat my words. Because currently alec is coaching 30ish, maybe more. Less. I'm not sure. Of the top team leaders based on rankings throughout North America. You has never sold a home. He's never ran a team or ran a brokerage. So we're going to have some fun because you don't get to work with the folks that he's working with if there's not something that's proven and tested. So let's, let's jump right in. We're going to, we're going to build up to that. But tell everyone what you were doing about two and a half years ago, before we even decided to work together. What exactly was your job?
Yeah, I was personal training about 12 to 15 hour days at that point. Personal training clients on gym floors? Yeah.
Yeah. So when you approached me and what did you propose out.
You called me on Christmas Eve while we were.
I called you?
Yeah, it was the, you know, the, the like, man. Procrastination of holidays. I was like, in the mall on Christmas Eve, you called me. I got an idea. I was shopping for Christmas presents.
I was like, what's up?
He's like, we're going to launch a wellness company. I said, okay, I'm ready right now. You're like, oh, hold up, it's not that easy. I'm like, right now. He's like, wait, wait, wait. So then it, we went back and forth for a few months and then we launched it. What was it like April, Last April.
Was it April of 22nd? April 23rd.
The last weekend of April 23rd, we launched in the.
Okay, good. Yeah. In. In my living room. You stood up in front of a bunch of my clients and so you were selling online fitness and nutrition and then built a business that did seven figures.
What did you do to build. What were the simple principles you used to build this business? How was it built?
It was social. Facebook, Facebook and email. Facebook and email are king. And then I used a few different vehicles like free downloads, webinars, live in person events, getting every impossible. And just share one clear message every single day across multiple platforms. That's what we did, man.
And how. How often were you posting any? And were you buying ads at all?
No, $0 marketing, $0 spent on ads.
There's a lot of deposits I was posting between my wife and I for average 14 times per day. So luckily I have her as a clone. So it was about seven times per.
Day each posting seven times a day. And then what was your email trajectory?
Email is very interesting because I had never like owned a CRM before and so it was my first time dabbling.
How far were you into the business? How. How long were you into building the online fitness business before you bought a CRM?
Started operating out of CRM, dude, that's the funny part. So we launched April 2023. You got to 65, 000amonthly recurring revenue by that November without a CRM, without emails, without nothing.
So April to November, you went from 0 to 65, 000amonth recurring revenue off.
Social, one webinar and one stage. Wow. Wow.
Really, really cool.
Email came later that next. I think email came one year after we launched. I think it was like of 24, we started email.
Good, good. Let's fast forward. Let's go into the phone call you made to me. Was it. Was it? No, because I think the event was in March of 25. Or was that when you started planning the event in Havasu in March?
March 27, on my 30th birthday, we hosted the first elevate event in Lake Havasu. We sold out a nice little theater there. That was.
Right. When did you. Right, but before. Let's go back to. Because I want people to hear the trajectory of this. Yeah. When did you plan it? When did you call me? Because here's the call I got. Hey, dad, I'm speaking at real estate. I posted about the other day. Hey, dad, speaking at a real estate event. So what.
You'Ve done that before? Well, no, I Want to. Because that's the one thing that I think that, you know, people look at working with family and father, son relationships, husband, wife relationships. One thing that I will say is you have stayed absolutely humble and, and you've got the same strong personality that I do, that you're crystal clear. But you've stayed this humble, humble implementer. And so, you know, you respectfully said, hey, dad, I'm speaking this event. Is it okay if I speak on marketing? Remember that? Yes. And I said, who's the audience? A bunch of real estate people. Okay, well, you send more emails more consistently, get a higher open rate than anyone I know. You post more on social media than anyone I know and get engagement more consistently. You built a seven figure business. And it doesn't matter what business you're in, the principles are universal. And so take us through because you participated with other folks that were involved, other people have credibility that we're pushing to take us through from the moment you guys decided to do the event. And, and what I want to do is, yeah, sure, we, we can share your story or trajectory of your business growth, but teaching people along the way. What, what did you guys do? Just kind of an overview from the moment you decided to go in, go at it for that event. And I think you sold it out. Just take us through that story kind of briefly.
Yeah, the event, quick story. I was zooming into his team once a month teaching wellness. I said, how far is the drive? And he said this ABC xyz. He's like, no, I just want to fly out here. So we did that.
He surprised me a couple days later with a venue and I was like, whoa, Like I thought I was just going to your office. He's like, no, we're doing it like the right way. And so this is like three weeks out from the event or four weeks out. Like we didn't three weeks before.
So three weeks before the event, this is all, this is how you guys planned appropriately, right?
Plan appropriately. I literally think I'm going to an office for 20, 30 agents and this guy books out a theater with 250 seats. A few days later sends me for real estate agents.
Right? Yeah.
For real?
Yeah. Okay, cool.
And we have about three or four weeks. I could check the exact dates. But then right then and there, when he did it, I got so excited because I saw he used an event right link, and I'm like, no, let's use a landing page and let's do it like this. And then he was posting the link CTA every Post. I'm like, no, no, post like six value posts and then post the link, you know, earn the right to ask. And then I was like, make a fit. And sudden he's like, wait, you're like really good at this, dude. Like, can I just like get on a call with you and pay you, you know? And he was. Dustin Runon was my first thousand dollar call. And so what I did is I switched the event right to a landing page.
Dustin, the first thousand dollar call for Alex Chiplack coaching call.
I love it.
Shout out, buddy.
Yeah. And after that call I was like, dad, like I think we got something here, man. Like let me talk marketing and let me coach people on marketing. They want it. And he's like, cool. So then we did single option landing page. We did a Facebook group and started following agents in there. We did every six to ten posts sharing the link.
We did email. So I sent it to my email list, he sent it to his.
We did some fun playful videos. Those worked really well. And I think the biggest one, if you want to sell out an event really fast, really quick or have anything do well is it's funny. I learned this lesson through practice, but also through Clayton Gitts. When you ask Clayton Getz who's recruiting and his response is everyone's recruiting. And so luckily Dustin has this team of agents who are really bought into the vision. And I said, have your team start posting this. And so we just had an army of people marketing. And then I realized like, you need to just leverage everyone in your space, whether it's the speakers, whether it's the people on your team, whether it's your clients or whether it's the attendees and get all them posting the links. And so that's how now we can get guarantee event sell out every time. Like we'll give graphics to all the attendees with the link and send them what to post. We'll give speaker graphics, tell them what to post. The biggest one is just get everyone bought into the mission and get everyone.
Yeah, yeah, yeah. Really good. Let me ask you this, is there any manual activity that is absolutely the, the critical lever that can fill some seats in leading into events like that?
Yeah, yeah. Face, talking, video, text messages. Crush with the link right after that text. So I've done phone calls too. It's a bit more time consuming. You can blast out video texts like personally invite people and you can fill seats with that.
How about the person? Because here's what we know very few like to do. Video, text. How about the person that Says, you know what, I'm not, I'm just not going to do that. And they sit down and do manual texts. Have manual text field events too. They do work as manual text. Boom. Invite link. How have those worked?
I mean, Bob Denman just sold out his first event ever. He just hit 250 right now.
Yeah, we'll come back to that one too. So. So people over complicate events and, and over plan them and listen, I know people want to do things that are congruent with their brand, but the most important thing is create an experience for people giving people value and, and then just doing what you need to do. So it's just some things to recap, you know, create a landing page, look professional. Okay, don't ask, ask, ask. The difference between and what I've watched you do is I want to point out some of the things you talked about is, is that you've got to weave in. You've got to become a marketer. And marketer isn't someone that's fancy stuff. Just be someone that contributes across social, across email and then hit the. So you got the landing pages, you got the texting, enrolling all the people. And so when you went on stage though too because, you know, again, there's. I hope people listen with, you know, two ears. You do, but you know, one ear hears the story and see where you fit in the story, but the second one is hearing the action steps. Okay, so when you went on stage though and spoke, you had, you did not do a call to action. You just did a lead magnet, a free download. First of all, tell people what a. How long did you speak? Real quick.
30 minutes, hour.
Such a good question. Somewhere between 30 to 60 minutes. I don't know.
Why?
I don't know off top of my head.
That's not a complicated question.
Yeah, that's so interesting. I guess I said 20 times this year.
I forgot. Yeah, so.
But you didn't ask, you didn't try and sell anything at that event, did you? It was purely a lead magnet at the end, a giveaway.
What did you do? Yeah, so what I did was I kept my. It was probably an hour. Knowing this, I kept my wellness presentation. Actually, I did wellness and marketing in one keynote and I only did marketing at the bottom, like final one third of the presentation. And when I went to marketing, because I taught them wellness, then taught them the marketing that built the wellness company. And at the end, I launched Lead Magnet Free offer and I had my six marketing clients right there.
So tell us what Elite, tell us what a lead magnet is.
A lead magnet is typically a summarized five to ten minute read document. It's like a band aid solution. So it's for one person with a specific problem and it has a promise and title that is irresistible to them. I typically include three to five things within the document that would guarantee they get that promise. And then I just go through the four steps to explanation for each topic. Then step one, what is it? Step two, why is it important? Step three, what's involved? And step four, how to do it.
Let's stop on lead magnets right now. How many people have you told over and over and over again to, to. To get a lead magnet? Is everyone the answer?
Every person? You're going to laugh at this one. Shout out. Monica Kelly. Love her, she's awesome. I always pick on her and we're cool, we're friends like that. She bought a lead magnet like a month or two ago, right? And I was like, here, do this with it. And she like didn't. But then two days ago she did and she's like, alec, I got 13 leads today with agent recruits. She's all excited and I'm like, see all that waiting for nothing. And then she posted that she was doing her dials and tagged me and she goes, alec, I just recruited an agent from the lead magnet, saying, hey, did you get the thing about the thing? And how'd you like the thing? I was like, well, nice of you to join us. She's like, this stuff works, you know, so it's.
So it's an educational, informational. I mean, coming, certainly ultimately hiring you is the solution or using your services. The solution. If someone's got a service or, you know, information or service or product. So it's that band aid, right? Something they can consume in a very short time frame. It's a giveaway. Educates, informs and then you download them. So then how many people did you get today? How many people were in the audience that day?
Around 250, I believe.
Yeah, how many downloads did you get? People? Watch this, you guys. When I say download, meaning they download, they opt in, given permission to email them. How many people roughly did you get there?
Probably 40 to 50% of the crowd. Over 100.
Over 100 people. And then did you start emailing them afterwards and if so, how often did you email them?
Two times weekly, minimum. But because my open rates are high, like Once you're over 40, I typically email three to seven times a week personally, but I have high open rates with low opt Outs.
Okay.
And at that point in time, how many coaching clients did you have that were team leaders and you were focused on coaching them with their marketing? How many have one. Dustin.
Dustin that day. Yeah, yeah.
So. So at that point though, right? Then you had one, right? You had one really good. And here we are. That's March, April, May, June, July, August, September, October, November. Eight months. How many, how many do you have? I threw a number out there. 30 ish.
I hang around that. 25. I hang between 25 to 30.
25 to 30. So that means $100,000 a month just in that silo of your business and coaching. And plus the consulting pieces that you do, lead magnets. And this isn't about the products, but lead magnets, consulting for events, all the type of different coaching that you do. So wait a minute, you went from. You went. You've never sold a home. And this is the thing I need you guys to get. When you're listening to me, marketing is universal. And if you, if you pick the right audience, okay? Or you pick your audience, you get clear on your audience. Let me say this, you get clear on your audience, okay? And you give them items of value for free. And then you follow up like he did with email consistency. Deposits, deposits, deposits in an area. He's never run a team, a real estate team, never sold a home. And you went from zero to now $100,000 per month. Just in 100,000 plus because of the other things you do in eight months. Hm, pretty interesting. Let me ask you this. What percentage of people that you literally talk to tell to do a lead magnet and they don't do it? What percentage don't.
I'm not talking about coaching clients.
I'm talking about 99.99999%. And it's literally how I launched coaching calls. From zero to a hundred thousand dollars per month.
Oh, but that wouldn't work in selling houses or recruiting or anything, would it? It wouldn't work for the consumer to give them a free download. It wouldn't hurt for work, for trying to recruit agents, right?
I mean, you got to see some of the recruiting. We got people recruiting 20 agents a month. I have someone who did this exact same thing. Jacqueline Smith. Shout out. Jacqueline Smith went from 14 agents. She was stuck between 10 to 15 agents for three years. And in the past three, three and a half months, she now has over 31 agents with exactly what we just talked about.
So if I heard you right, my Math is correct, 100% growth in agent population is that Correct.
Yes.
Wow.
More than 100%. More than 100.
And how many agents had you recruited before then and still today? How many? Well, there's a qualifier here. You did call live in front of everyone at kfr, at the ranch, the intensive and landed a freaking recruiting appointment. But I had to throw that in there. How many real estate agents have you recruited?
None. Ever?
Zero. Yeah, so. So A number one is you've got to be a marketer and we talk about that all the time. B, how much money do people have to spend to be a successful market? How much.
On ads? 0. If you have a phone bill, a laptop and eventually a CRM, I think you'll be good.
Yeah. A phone bill.
Yeah, some WI fi. I mean you gotta use.
Oh, okay. WI fi.
I mean that's about what it got. It ain't free, but it's damn near cool. I got you see I'm a little.
Bit older, you know, I guess maybe that's a jargon. I don't know, man. Anyways, I'm just teasing you, dude. So, so let's jump into this, you know, let's go into the, the simple stuff. Talk to us about the basics of. So, so here's today and, and a great. People know the story. You have built your way up to a business that's doing really, really well and, and massive contribution. Your consistency. Real quickly right now, today, how often do you send one email a day? Or are you at 3 or 3 or 4 a week? Where are you at right now with emails?
It's about 3 to 7 range depending if I'm on a year round standard or I'm in a blitz on a short timeline.
But so, but if you were to over a year, are you going to send 200 emails in a year? 250.
Yeah.
Okay. And then what's your social media pattern right now? Frequency Daily.
Yeah, it's the hard stop is never less than three to five times a day.
Which one? Three or five?
Five.
Five. Five times a day. Okay. Because want to be real clear with people so they can, you know that minimum that's built it up. So five times a day. And talk about the copy that you're writing. What are you, if you're, if you're posting five times in a day, break down the copy that you're writing.
The best one is I pulled real conversation from my last conversation. Real, real copy from my last conversation is where I'm leaning right now so I don't have to get so creative. That's number one. Number two with copy.
Let's stop there. Tell us more about that. Break that down.
Yeah, the good. Okay, I'm looking at the piano. I'm around, I think 600 plus coaching calls so far and climbing. And so those 600 coaching calls are conversations that I can pull copywriting from. So it's like every time you have a conversation, I got a minute with an agent. That's a one to one conversation that should be shared one to many. Every time you have a team meeting, that's a maybe small one to many that should be shared publicly. One to many. You know, every time you have an interview, there's insights you can take from that and share. And so like the best copy is real conversation.
So what I just heard you tell everyone right now is that excuse of I'm not that creative, so I don't know what to write. Actually, you just told them, do not be creative. Tell real life stories that resonate, educate, inform, inspire your audience. Correct.
100%. I think the two most important ones are real conversations you've had with real people and then just real life like Keeping up with the Joneses or Keeping up with the Kardashians. Like literally reality tv. Just show people what you're doing while you do it.
Yeah, really good. And how about email? Let's, let's get into email because people say email sucks, and I always say, no, you suck.
Talk about the, the structure of, of an email. Just writing a real simple email. It's effective because, you know, let me go back to folks. It's interesting, you know, and I, I get to hop on a bunch of zooms and you do a bunch of zooms where you're going into top teams with top, I mean, just big sophisticated audiences, high level folks. Yet they brought you in to talk to me about email. You know, I need some secret. Well, no, you need the secret of how to do email because email is an ATM machine. Stop shooting past the target. So let's go down to the very, very basics of.
What a simple, highly effective email looks like, from the structure of it to the content and what your objectives are. And there's a couple different formats of emails. But yeah, let's really help people here because I mean, I mean, how many people. Let me ask you this before you go a little further, before you answer that. How many people would you say if you talk to 100 people? What percentage of them have an effective email before they've, they've, they've been, I've got my hands on them before you've got Your hands on them. What percentage do you think have a real effective email email campaign where they're measuring open rates and, and they're getting good open rates and it's impacting their audience.
You'll find exceptions. I'd say 1 in 10, like 10 of people, I will stumble across people that have good email.
But it's very generous, I think. Generous.
It is far, it is far between. Luckily, I run into some people where I am impressed, but most don't.
Why do you think that is? Let's stop. Because, because I think there's, you know, with a large percentage of people that don't, that means a large percentage that are watching and listen to this, this don't either. And so let's go underneath. What do you think it is that keeps them from. What are the different reasons you think it keeps them from sending email?
I believe it's the same thing that stops them from posting, actually. And I believe that they're so caught up in one to one conversations in real life. So they're emails one to many. It just is. You get to write one message and send it to thousands of people. Social is the same way. You write one message, it goes to thousands of people. They're so caught up in real life, one to one that they aren't putting the energy toward one to many. And a lot of your one to one problems can be solved one to many through email and posts.
Okay, so how do they do it? If, you know, if there's others, some other obstructions, whether it's, you know, I don't want to be put on a spam list or, or I don't want to.
You want actual tactic on the spam thing like segmenting and stuff?
No, no, no, no, no, no, no. Just from a, from a mindset perspective for them.
This is a big one. This is a big one. And I, and I think it's deep, actually, I think it's way deeper than that right now. Anyone watching this, ask yourself, one person who is a client of yours, who was an agent of yours who went through great suffering, I mean actually in real life, put a name down and then think of what that challenge was. Maybe they were going through a divorce or they're going through a death in the family or a military move or something like something that was extremely painful for them and the people they care about. And then think back to how your service, whatever you provided, whether you were leading the agent or you were selling them the house or closing, whatever you did for them, help them overcome the greatest suffering in their life. And every single one of you will have a name that pops up. And you got to ask yourself the next time that you're reluctant to send an email or write a post is what would that person's life look like if. If they didn't receive my message? Because there's other people like them who are suffering right now. And knowing that you're not a team leader, you're not a real estate agent, you're not a loan officer, you're a life changer who happens to do real estate or mortgage. And so that's your opportunity. It's a moral and ethical obligation to share your message. And when you transition from like, I don't know what to post and say to like, I have an obligation to send this message because if I don't, someone else's life is worse because of it. It's no longer negotiable. Like that it is your duty.
Really, really Good. That's great. Let's. Let's jump into emails. If someone's structuring an email, how should they structure an email in its most simplest form, how should they structure it A and then B.
What should the cadence of messaging look like? So give us a mini email masterclass, if you would.
Yeah. The first one is if you don't get it open, you don't get it read. So your subject line is extremely important.
A couple different things here. There's three different types of hooks that we tend to use. And then there's a concept that I learned from Dean Graciosi. And so the three different hooks that we use is. The first sentence is an incomplete sentence. That's your subject line, dot, dot, dot. And then in the first sense of the body of the email, it's complete. The sentence. That's my personal favorite. I just tend to use it brushes. It's people open it, man. It just works.
The opener it is.
I just, I kind of just get in the habit of using that one. But the second alternative that I think does really well is asking a question. Oftentimes a super casual question that you would just say casually and text your friend, open rates go insane. I'm like, are you in? Or I'm like, you gonna be there? Or like we on? Or what's your plan this day? Like that it crushes dude. And it's so simple and dumb. And then. So ask the question in the first sentence, your subject line. Then the first sentence of the email, that's technically your second sentence. You answer the question immediately. So it's not like you're bait and switching or messing with people. Ask the question and get to the point. Okay, the third option is make a bold statement in the subject line, something that would trigger some form of an emotion, whether good or bad. And then you double down or disagree in the actual email itself.
And that way, double down. Explain. Double down versus disagree.
So if I'm taking a bold stance that some people may like or dislike and I double down, that means I'm putting my flag in the ground and I will die on this hill. Can't tell me otherwise.
Disagree with is. Yesterday I did a big post. I did this one. It was a big, like, you know, I'm not going to say the words, but, you know, I said, email does not work. That was a big, bold statement.
And.
And then I completely disagreed. And so when you do a bold statement, you're going to disagree. Like, obliterate it. And so I said, well, meanwhile, I have hundreds of email replies right now and showed receipts. You see what I'm saying? That stuff crashes.
Really good. And. And so let's talk about this. How about signature? And these are little things. How about spacing? You know, aesthetics? Do you think Aesthetics? And how the copy looks.
So when someone. When someone sends me a text and it's like this, I'm like, even.
Oh, wait a minute. Even in text message, huh?
Yeah, text message. I always actually go back to text when I'm teaching email and when I'm teaching writing, because that's one to one and you need to speak one to many. Like, you're going one to one. So if someone sends me a paragraph, just consider this and we'll go back to email. A paragraph that you have to scroll through and there's no. I have no oxygen. There's no white space.
Oh, man, I'm not read. I'll read that one later. You know, it's heavy for the brain, heavy for the eyes. So typically we suggest white space every two to four lines. Sometimes we'll get in the habit of the single liners, but let's not do the little woodpecker. You know what I mean? Where it's like one.
I know, and I see it work. Pace Morbius said Pace is a fan of single line.
And I get in the habit of doing it. But yeah, I just.
Yeah, yeah, but. But. So that white space to pull eyes in. Okay, really good. That's a big deal.
It's way more digestible. Dude.
No, I'm really good. And what we want to do is we want people to consume our Copy. It's really simple.
Yeah.
The more of our copy they consume, the quicker you build know, like and trust. It's a series of micro commitments. What about, let's talk about signature lines, calls to action links. Yeah, you know, give us, give us the overview on, on all the different approaches there. First of all, from a signature, just a standard email that goes out, whether it's a call to Action one or not. I'll tell you what about their signature line.
Let's start here and let's earn the right to ask. Like, let's start with that principle. I did email for over, I don't know, two, three years like at a very high level before I ever put a clickable link in my signature.
Interesting. So massive deposits. I want everyone to hear. So you were just, you were loading up that business relationship equity account. Give, give, give, give, give, give, give.
Right, yeah. As far as. Yes, correct. As far as signature goes. Now there's actually a hyperlink in the signature whether.
Oh, you do it. You do have one in all of your signatures now.
Now I do. Okay. But I feel I've earned that after how much email I've sent for so long.
Right, right. So what ratio would you say if you were just, you know, from a general stream of consciousness here is what percentage of the time is it you go 3 to 1, 4 to 1, 5. 1. Let me ask it this way. What would you suggest someone has a ratio? Because sure, you can put calls to action in your email, but what ratio of deposits should they work with? When you look at cadence, as far as that's concerned.
Yeah, I, I think that.
8 to 1 is really good. If you want to build that relationship, first get your open rates up. Eight to one is a really good place to start.
Eight deposits, one ask.
Yeah, it's a really healthy place to start for your email list. And just for that law of reciprocity, like it just is, once you've done that consistently for a while, you can ramp it up. And especially when you're in the final week or two of a marketing timeline for an upcoming event or webinar, something that has real scarcity because if they don't show up, it's gone. In that scenario, you can ramp it up. Crazy. But it's for a very temporary, temporary timeline. The biggest mistake is that people. And I've seen this, I've literally, I go, you send emailer. Yeah. And they show me. And every single email they send literally looks like a flyer. It is an advertisement. It looks like spam. Oh, I Learned this from Gary Halbert. 75 of advertisement mail is thrown away before it's ever opened.
That's stop real quick. 75% of all mail is thrown away before it's opened. Right. I want you to stop the, let them know who Gary Halbert is.
He's like the goat of copywriting. He made millions of dollars through writing actual mail and doing mail outs.
Yeah, really, really good. And so it's eight to one deposit to withdrawal. Right. Stay consistent. It sounds to me like the, the whole initiative for email isn't sell, sell, sell. The whole initiative to email is to market and, and to market meaning build your credibility, build your authority, build your brand. And actually what you find a lot of times is just tell me what to do next. Let me, let me ask you this question. And it's two parts or not two part. It, it covers two things. It talks to your growth trajectory. Because I think people are always interested in, in a remarkable business growth trajectory no matter what business someone's in. And so we'll talk about. I'm going to ask the question in that space for you, but then also how that can impact team leaders in, in wanting to bring in recruits and then.
Real estate agents that want to attract the consumer. How important.
Has it been in the growth of your business to acknowledge the results of the people you work with publicly?
It's arguably the most important thing you can do actually. How does someone. I'm going to explain why. I'm going to ask a question actually. I want to create some curiosity here. How does someone who's never sold out house in their life and never recruit an agent in their life become an authority in an industry that they're an outsider.
Only through acknowledging up and acknowledging down. It's not because of my own will, it's because of other human beings. And so I've consistently sprinted toward people above to create proximity and association. Okay. And then over time that attracted people below, not inferior, but just where I'm serving them and help lifting them up. And then I'm consistently acknowledging them as well. So this is what it is. You never want to be at the top and you never want to be at the bottom. You always want to be in the middle. Acknowledge people who are helping you and acknowledge the people you are helping as well. And that is like the fastest way to build authority in any industry, even if you have no right to be there because you haven't done the thing really good.
So taking that because it's. What I'm hearing is you use that and have continued to. In the growth of. Of your business and your offerings and now in coaching.
Team leaders. And talk to me about this. Have you seen team leaders take action on this principle of acknowledging other people? Everyone wants love and recognize recognition. Have you seen it have a direct impact for some of the team leaders that you work with? On. On acknowledging people not just once a month, but I mean consistently talk. Talk about that.
Yeah, a thousand percent. So there's two ways that I see team leaders acknowledging agents who they're recruiting on their team, and because of it, they're starting to create FOMO where other people feel like they're missing out of the option.
So announcing. Announcing a recruit join.
Yeah. The two ways you can acknowledge agents are a welcome post. That's number one. An acknowledgment of a result post. That's number two.
Correct.
Really, really good brushes. And then they want to share it and they feel good. And then if you tag them, all their friends see it and their friends are curious. And it's just, it's like what I said with filling events. If you can get everyone marketing, it's like impossible not to grow or sell out or. You know what I mean? And so the same thing with your team. You want to grow your team, get everyone marketing. And every time you welcome them, get all, all the other agents and all them engaging. Every time they get a win, get all their friends and all the other agents engaging. And it's just sticky.
Yeah, really good. So there was the first transition going from fitness and nutrition into, you know, online. First you were, you're a personal trainer, and then you took it online and had great success. And now you're coaching team leaders. Let's talk about this. Now you're coaching and training. Consulting, I should say vendors. Talk about the. Well, what is. He got easy home search. You're coaching them. I'm paying you. And my partners aren't paying you. Or Preston is responsive. But you're. I'm paying you coach them. Not getting no discount Rooster. And then.
Agent fire.
And a soap company.
A what?
And a soap company that does 12 million a year just hired me.
Right. How come, you know, I want to come back to this just to. Because a lot of times it's. It's easy for people to have the disconnect. Well, yeah, but that's not me.
It's not me.
Well, we're showing you everyone. I mean, why, why is it that you could go from online fitness nutrition coach to coaching, then team leaders and top agents, and now a soap Company and. And software companies and service organizations. Why is that? It doesn't make sense.
It's. Yeah. The reason why is because everyone has a problem. And if you actually, like, created a good problem, product or service, it should actually be the solution to someone's problem. And the only problem is that you, who've mastered this thing that you put your heart and soul into that, you know, like the back of your hand are speaking Chinese to a consumer who speaks English. So it's your messaging. There's a market to message mismatch, and that's number one. Like, I am a translator. Okay? That's if there was a weird thing that you could call me. It's a translator. That's what I do. I translate between the vendor, the owner, the founder, and the consumer.
What do people. Let me get. Let me stop there. What do people do wrong in their message? You nailed it. It's a. It is a total it. They don't connect. What are they doing wrong? And they've got good intentions and they're running copy at them and they're running marketing at them. What are they doing wrong with their messaging?
They're speaking way over their head. Like you put 5, 10, 15, 20 years into Lear your craft. Your consumer doesn't need to know your product or service at all. They just need to know that it's the solution to their pain and the exact logical, clear path to get there. It's called the ideal customer journey. So if you can speak English to them because. Translate from Chinese or whatever.
Yeah. Oh, I see. Right, right, right, right.
That's what I mean by English. Like if you can just speak their language right, their terms, and then you can show them a path, you can do business together. Yeah.
Yeah. That's really, really good. That's not that complicated. Let's do this. In the interest of the time we got left here, let's fast forward and congratulations. You should be proud, and I'm proud of the work you've done, whether you're my son or anyone. It's remarkable. So here we are. Let's see. I think about two or three weeks ago.
One of my coaching clients hired you to. To help support him do his very first ever event. Never done an event before and, and certainly got great speakers. I'm not going to take away from that, but I've seen great speakers and, you know, 30 people show up, give.
You know, a down and dirty, a real quick. I'm going to ask you some questions. Well, so it's an event. It's in Boston, it's for 250 people. How many days ago did you launch the first marketing? 17, 18 days ago.
Yeah.
Okay, so you hit the 250 number actually officially this morning. There was a group text that went out I think this morning or last night. Just so I'm going to ask you basic questions on, on how this is. Congratulations on filling that up.
Thank you.
It's really good work.
Number one. Certainly you did that work and it's not about promoting the fact that, hey, you know, I'll do this service for you. I want this to be educational for people. How many emails did you write for him to send for the event total? How many emails did you write?
Rough. I have it written down. The rough is 18 emails and 18 emails. Emails in about three weeks and three days total.
Okay, good. So hear that folks? 18 emails in three weeks and three days. That's called in 24 days. It's almost an email every day. Okay, right. And, and then we'll share with you then. Alec also had him weave in a deposit email in between that. Okay. Those are talking about announcements and all that things. So there's that. Number two, how about social media posts which you craft out with him. How many social medias in a three week. So in a three week time, your Runway was what, about a month for this event? A month from announced to, to do the event.
Like 24 days.
24 days, wow. Okay, great. So it's like, you know, the right action actually works. Many people think you've got to have this big Runway. Runway don't matter if you don't have the right, right content. And so you've got. Talk about that. What was the social media again? How many posts?
20 posts that I write for him done for him.
20 posts he's doing. And then, and then what's the other activity that you give someone? Because you're just like, here's the playbook right now. What I just shared with you is today we've got the text that we got that he hit 250.
And he followed your formula that you gave him and coaching right alongside him. What was the other piece with texting, talk about texting and, and what you had him do to get the event filled up.
50 text invites per day with a good morning text from me saying you send in your text every day.
So 50. You're assigning me to send 50 text messages a day?
Yeah, yeah, yeah. And if he doesn't hit it, it's still great though. It's still more than most people Would.
Do, you know, copy and paste. And here he is right now with I think what the events. The 19th, is that right? Yeah, yeah. So in six days, 250, certainly you'll go over that. And, and that's just the simple process. Right, but the key pie, your messaging. Correct.
All right, so share right now when you take a look at.
The work that you've done with team leaders.
And top agents so that we can leave them with. With something.
That can really impact no matter what level they're at. What would three action steps, three simple action steps be that you would give someone to either dive into, commit to being a marketer or be reminded of what they need to do. Maybe they've had some success in marketing, but they need to be reminded of. So three action steps to take andor that someone isn't taking and. Or that they need to be reminded of. So we can send them off with some action steps.
We'll do one for each of the three things I teach for your audience. We're going to start there. Source a lead list. If it's your CRM or your contacts in your phone, whatever it is, source a lead list and send 20 friend requests per day on Facebook to that lead list so that they can start seeing your content. Anyone who's ever inquired, anyone who's ever done business with you should also be a friend of yours on Facebook.
Really good number.
Number two is messaging. Start writing and speaking one to many as if you're speaking one to one and post three times per day.
Day. Okay, so, so that's the style of writing to, to, to focus on, but then posting, getting that cadence.
Three times per day.
Okay.
Okay, good.
Number three. The third thing is don't be afraid to ask, man. Like, does anyone even know you're hiring? Do they even know that you're right? Every six to tenth post you earn that right to ask. And if you don't have a funnel, just start with now hiring awesome agents now. You know, helping buyers and sellers, anything. But just don't be afraid to funnel leads in, man.
You gotta ask.
Close mouth doesn't get fed.
Really good. Awesome, Alec, appreciate your time. I know a lot of people get a ton of value from this. Where can people find you, reach out to you and connect with you? Where's the best place?
Facebook. Yeah, my first and last name. That's. That's where it goes down on Facebook.
Alec, check Black on your personal Facebook page.
That's it.
Good. Awesome. Thank you. Appreciate you, man. Keep up the good work.
