Production Mastermind - How to Reach Consistent Production

I would argue that it is impossible to have any freedom financially or time without getting the 80% of crap that is administrative in nature off of your plate over time. Doesn't matter where you start, doesn't matter if you're like, I can't even get a deal this month. Um, yeah, you've got some work to do to be able to get to the point where you might be able to think about, you know, buying some of your time back, but there's little chance you can get to 3, 4 transactions per month without preserving some kind of life unless you have a competent admin. So, that should be everyone's goal is to get there.

Otherwise, you're just going to be like just struggling all the time.

You know, you get one deal and all of a sudden you fall into, you know, 20 hours of admin work because a buyer is like doing all of the stuff and then, You're like trying to find the next deal and you're doing all the posting and you're sending out the postcard for the event and like you're just stuck in the stuff that is important, has to get done. So, it doesn't diminish the importance of the work just because you're paying someone else to do it. You know, we're hiring VAs. We escalate them in their pay pretty quick, but you know, there are super competent VAs that can do button clicking for you of many sorts. For under $4 an hour. They just happen to live in different countries. I've got one in Brazil, I've got one in Spain.

The one in Spain surprises me that she can work for such a cheap amount, but I don't know their situation.

But that's like more— I asked my marketing manager straight out, I said, the pay you get from me, how does that compare to what you could work in your current market? And he said it's easily triple what he could get paid locally for any job working in a hotel or working in a restaurant or like literally anything. And he said the, the business owners there don't value his skillset the way that Americans do.

So even though I'm paying him less than I would someone that would live in America to do all my social media management locally, he couldn't get paid what I pay him.

So yeah, so you've gotta figure out how to get busy enough to offload those things. All right, so hopefully that there's a lot of writer-downers in this stuff. Like if you guys aren't doing these things, or, you know, I want you guys to take notes and so you can all get super leveraged.

Should be signing, all right, 4 people in database, went through that.

3 hot leads database, Rich, awesome. Any magic, Rich, to your, 3 hot leads?

No, really. I'm just at the basic level, calls, emails, texts, and, uh, and I still hadn't gotten through my database. So I'm, I'm, I'm plugging away at it, but it was, it was positive to communicate. You end up staying on the phone too long when you talk to these people you hadn't talked to in a while.

So, yeah.

So, so those 3 leads were the direct function of you reaching out to people?

Right.

Yeah.

And how big's your database?

I'm over 400.

Okay. So you, you've got, uh, plenty of runway there.

Are the 400 clean? Are you in the process of cleaning up as you're reaching out?

Cleaning up as I'm reaching out.

Yeah.

And I've had some other, other delays in life and whatnot. Grandkid birth and injuries, whatever. We all have our excuses, but I'm going to get there.

It's all good stuff. Um, all right. Janae closed a couple of deals.

Awesome.

4 pre-approved buyers shopping. Janae, have you contemplating a showing agent yet?

So I just hired that admin, Lars, and we're getting our feet. Um, I'm paying her, she was part-time, but I'm trying to get her on full-time, but that is my next step because it would be super helpful.

Yeah, awesome. And that was the first 2 things I did.

Got an admin on board and then my first buyer agent hire.

And I would, I would do it the same way if I went back into the business today. My first buyer agent hire, he was like 20-nothing years old and he doubled as my showing agent as he was doing his own production. And my first 3 or 4 agents, they were all willing to show homes for me at like $25 an hour or whatever.

And it's good training for them too.

You know, it's a little bit of like I could give them 10, 15 hours a week of showing work and they were generally unattached and they had the ability to work evenings and weekends. So, it bought me back some hours just without having to commit to like a full hire, you know?

So, yes, if you carry any listings and you have the ability to generate buyers, This isn't for everyone. You probably need some admin in place to begin with, but bringing on a junior agent that can kind of learn from you as they double as your hourly showing agent with a little kicker if they get your clients under contract.

I did $25 an hour plus $250 when they went under contract, so I was probably less than $750 all in on a $7,500 commission check, and I had like maybe 3 or 4 hours in the deal. Okay, really good trade.

And there's plenty of agents desperate right now that would, would be happy to learn from you, one, and be able to do their own deals and be able to pick up some hourly work. Awesome. Arturo says, uh, Adam says still increasing activity. I got one under contract yesterday. That's amazing. Got a call from past client, greeted, uh, lists his home on the market.

Beauty, Arturo. Um, Kim says that's awesome. Um, awesome, awesome.

Has anyone, uh, Show Whammy? Someone, um, I don't know, uh, in Colorado Springs— no, not Fort Collins, uh, somebody I know uses Show. That's like the, the, uh, showing agent service. Yeah, I think it's probably more than you'd end up paying if you like worked out your own, but it's probably like an Uber of showing agents, essentially. They probably have reviews, is my guess, and you can probably just plug in when you need them.

Isn't it like $50 an hour or something, or $50 a showing?

Or—

I haven't used it yet. I was thinking about— I figured once you got an agent off of there, then you know which one is like available, so you can connect with them outside of that system and just pay them, you know. That's kind of what I was thinking.

Yeah, they, they may have rules against that.

You—

most VA companies do, but Um, but yeah, the mindset of not showing homes and just the mindset that showing a home isn't that valuable. A lot of agents fight me on that one.

Like, no, I have to see the homes.

It's like, you do not have to see the homes they don't buy.

I promise you that much. Promise you.

Um, I have used Show Me and it's, it's pretty good. I, you're paying about $50 a door and then the actual agent only receives, I think, $32 per door. Like, you know, if you, if you spend $50 sometimes, I mean, after you do one for an ethical standpoint, but then, then you can just hire them for $40 a door. So they make more money and you spend less money. Um, I, I still say there's literally nothing better than— and you can even use that as like an agent attraction tool to like bring somebody onto eXp saying, hey, look, if you join, I can send you 10% or even 50%. I do a 15% cut every single time, but they come to my consultation and then they do all of my showings. They set up the showings, they contact the actual client. And then once we're under contract, they say, hey— or once they're ready to submit an offer, they say, hey, Tristan, they're ready to submit an offer. And then I also get a rev share check off of that 15% that I just sent them. So like, it's, it's pretty cool system.

Yeah, that's awesome.

How many times—

how many—

what, have you brought in a couple agents that way?

No, I have not, um, brought in agents doing that, but that's how I would if I didn't have somebody that is like— I have one guy that's rock solid that I do every single deal with, and he's incredible. If I did not, I would Knowing the knowledge that I know now, that's all I would be searching for. I would, I would just be recruiting somebody just for that because I would want somebody to be at eXp so that it's the same company, and I would want a stable person that's gonna be able to do that every single time.

Yeah, I like it too. What's your average commission, Tristan? Um, call it $10,000. Okay, so $10,000, so $1,500 for like 20 hours of work, maybe more. Even if, even if it's 30, that's $50 an hour. So it's, it's hard. There aren't a lot of agents that even make $50 an hour. So, you know, so we, we don't think— if we're getting after it, we don't think that that's a lot of money. But there are a lot of agents struggling to get a commission check. Um, what's it like? 70+ percent, uh, sold one home or less in the last 12 months of licensed agents. Only like less than 1% sold 25 homes or more. So we're operating at a level where we want to sell like a lot of homes every month, and most agents are struggling to make any money whatsoever. And we're still losing agents net-net in, in the US. So a good time to think this way. All right, let's get into database here. So any questions or comments, just put them in the thread. What I'm gonna do, I'm just gonna basically type out what I would do if I were putting a touch system together. Um, yeah, so let me just do that and then I'm gonna build out to the extent that it's helpful. I'm gonna build out, um, like what my weekly Monday motivation would look like and if I would do a Freedom Friday or some Financial Friday sort of thing. I definitely would do the weekly sort of like tabs, like financial, like YouTuber kind of perspective and be known for that. But I would do—

so let's start with 6 client giveaways, lender sponsored. Sponsored.

All right, does everyone understand what these are? So this is like a, um, Yeti, Yeti cooler, um, fire pit giveaway, etc. And we can ask ChatGPT for— so each one of these have like, let's say, an email Text, call.

So you could get to like, you know, 18 touches on this.

We'll count it like 2 touches for each of this.

So 12 touches.

Any questions on that? Did anybody watch the, the training inside of school on how to become the digital mayor of your market? That was one of the main strategies that, that team used to generate business from their database. And they did like 400 transactions per year and they really made a big deal of it. So it allows you to use this sort of giveaway mentality every other month to basically generate database touches as well as all the stuff you can do on social media. So it's like, you know, we don't count the touches on social media, but pretty much every day I want you guys to post something valuable or encouraging. You know, I'm not going to go into the Agent Brand Authority Builder today too much, but all of this stuff doubles down on social. So this, I just highly recommend it. You can— lenders have a different bucket of money for for stuff like this. So it's not, this isn't like the RESPA, I don't even know if they call it RESPA anymore, the RESPA like Zillow lead spend bucket, which is like super regulated. This is a, they've got lots of money to sponsor events with agents. So typically you won't have a hard time finding someone to sponsor these. Then I would go with weekly.

Let's call it Monday Morning Mojo. Email with video, some type of encouraging, encouraging encouragement. Let's call it encouragement value.

In my database, I would love to be known as the guy that's constantly adding value and lifting people up in a time where like all shit's hitting the fan, we're all going to go to hell, everyone's going to blow up everybody. So if I can be known as the guy that is like constantly every week I can at 10:00 AM, I'm going to get an email from Lars called Monday Morning Mojo. That's like, hey, this last week, you know, whatever, I started doing this. Or like I just post on Facebook, I'm doing this Norwegian 4x4. And there's like a legit study with guys over 50. It was a 2-year study. They knocked 20 years off their cardiac health doing this. It's a hard workout.

I'm not gonna lie.

I did it today, but it's 4 minutes intense, 3 minutes rest, 4 minutes intense, 3 minutes rest. 2 years, once a week, 20 years off your cardiac age. So that's one thing I would've sent out today. That's super valuable for someone who's like, and it's probably good for women as well.

But the study I think was done in like age 50 men or something like that.

So that's like an example of just like a life thing that I'm doing that is valuable. It could be, I'm reading a book, you know, and so the one takeaway from this book I'm reading is this, and it could be, you know, so these are video-based recorded in Loom. I can show you guys how to do that if it's helpful. Um, but don't overthink this. You should be— if you're part of this company and you're doing agent attraction, you're doing production, you should be trying to develop yourself personally.

So I think everyone can do a Monday morning mojo or Monday motivation or whatever you want to call it.

Kim, what do you got?

So I was going to ask you, right, I've been working on this and I've been very specific about And so I've been setting up the Monday stuff. As a matter of fact, the example, like you were saying, one of my favorite books is The Slight Edge, right? Where you kind of work on a little bit of something. So that's just kind of my example. And I'm sending that out right to my sphere. But right now, like even this morning before this call, right? I'm looking at everything, I'm setting everything up, but I'm feeling like it's too much. And so how, like I've got the week, I'm doing a Monday, And then I'm like, I was trying to figure out a video for the month, but it feels like I'm trying to do too much like onesies, twosies. You don't mean as a— like, so when I'm going to the monthly calendar like you've got, right, where it's setting it up, right, I'm setting this and I know exactly what I'm sending. It feels a little bit like I'm overlapping.

In, in what way?

So, so, so you mean your Mondays are overlapping with giveaways potentially, or overlapping with like a seller email that's, you know, a little bit detailed about what sellers can do? Like, or should I just not do a seller email that it's just simply maybe that's too much?

I would just commit to whatever cadence.

So the best marketers are making a lot of offers all the freaking time, right?

Like this agent, like, I'm afraid to like whatever, you know, get too much. Sending out 2 emails a week to your database and, and committing to challenging yourself that they're actually going to be valuable.

Right.

And then if you get unsubscribes, they're not valuable, which is fine. You know, it's not the end of the world. Doesn't mean you, it doesn't mean you don't even like not include those people, but yeah, so I, it's not overdoing it.

Okay.

You know, I mean, the, the best YouTubers are posting like multiple times a day, potentially minimum once a week, you know, but multiple times a week if they want to get any traction, if they want to grow, right?

If you—

Ryan Dice is probably one of the most prolific marketers. I got off of his email list, but if I would search in my email Ryan Dice and email every day for like years. So I didn't read any of them, but, you know, he has built multiple 8-figure businesses and he continues to— now he runs a business called Scale Something or Another, like helping 8-figure entrepreneurs or whatever.

Right.

So I think it's just this— it's this feeling inside of us, like we don't want to, you know, ruffle any feathers. But if you're like an aggressive marketer, you're like, what shit can I send out today to people that might add value, but like legit add value, right? You know, and it's like, it's like the book by Gary Vee, Jab, Jab, Jab, Right Hook. You don't want to get the right hook is like, hold me, Val, buyer home search. Like, I would never make that offer. I would just— every email has a PS, right? So never send out a deliberate— and there's the magical, you know, viral marketing, magical seller email, magical buyer email, which do work. But I would just be low-key, as my kids say. I'm like, not high-key. They're like, low-key.

I'm like, totally get it.

So low-key PS, you know, if you're, if you're, you know, whatever, the market's going crazy with the end of the world coming, politics aside, if you're— yeah, if you're interested in a home eval, click here. So just make your PSs funny. There's like psychology with subject line and PS. Some people don't even read what's there, right? You know, so make sure the PS has some sort of like, not, not like plain vanilla type language, and then make sure your, your, um, your subject line is, is going to get a good open rate and track all of it. I use Flodesk. Unfortunately, Flodesk got away from unlimited emails for a single price. I hate that.

It was $38 and you could send a gazillion emails.

But most people don't have crazy big lists where it doesn't matter.

And I still love Flodesk as a, as an interface, but you could do it through your CRM. It's totally fine. As long as there's tracking.

Andy, what do you got?

I'm just going to come back to, you had mentioned the guy Ryan, who you said you never read any of his emails, but they kept coming into your inbox. So you kept still seeing his name in there. So it's still like imprinting into your, I was just thinking like, even if they don't open your emails, cause I probably get. You know, 30% of my newsletters get opened, but there's not a ton unsubscribing. So I'm assuming that they're at least seeing Andy Wolfe come through there, you know, 100%.

And then, and then, yeah, and then the game is like, how can I increase the, you know, there's two numbers, there's the open rate and the click. And that like clicking some, there should be some, but don't go crazy with the hyperlinks, but at least one, you know, maybe the main body and then one in the, in the PS. And you do want to see You want to have your CRM track who's clicking and not clicking, and then you can follow up with people that are clicking. Yeah, you know, um, so that's the, that's the real game, and that's like old school. Has anyone ever used Viral Marketing as their 2 videos a month service? V-Y-R-A-L. That's their whole game. They basically help you put out 2 videos per month. It's like $600 a month, but it's the accountability. It's like hiring a trainer, you know, it's not like I don't know how to lift, but you hire a trainer because you're going to meet them at the gym and actually do it. So they make you do the videos, and what they've found is that— and this is a writer downer— let's say you sent it out to 500 people in your database, and it'll be some like maybe 3% open it and click on something. So let's say there's What is that? 5% of— so 25 people of the 500 actually click something. Their protocol is to reach out to those 25 people. You don't even have to say that I saw you clicked on my home eval. Like, hey, I just sent out, you know, I just wanted to make sure you got my video on how the conflict in the Middle East is affecting home prices. You know, they clicked on a home eval and I just wanted to make sure you got it and see if you had any questions. So that's a way, like, you have to actively work, you know, work the metrics that are provided in whatever CRM that you're using. So that's like an important kind of, kind of link there. Was there a question there?

Did I just rant? I think I just ranted, right? No question, Andy, was there?

I guess just, just like I say, I guess it was really just like also having your name put in there coming up.

Yeah.

I guess there's not so much a question. It was more just like recognizing that is like, I would assume that would be something that would also be imprinting your name and, you know, what you do into their brain.

Yeah. So that, that's a good point. The third is like deliverability, you know, getting in their inbox and, you know, people are are either just glossing over it. So there's an impression, an open, and then a click. So that's a good point. There is an impression there. And these are people that, that know you, and you could send these emails to everyone. Like you usually have like a, an actual database. Let's say you have 250 people that actually know, like, and trust you, but you have 1,000 people in your quote unquote database. This goes to the 1,000, you know, and then you have the 250 segmented. But you're looking to bring people into the inner circle, you know, that might be seller leads or open house leads or, you know, whatever. It's a constant, like, it's never like you could spend, even if your database is totally cleaned up and dialed in, you could spend a half hour a day just maintaining and cleaning up the database and looking for things like this and setting tasks for yourself. You know, if 3 people out of your 50, you only have 50 in your database, but 3 people clicked on something, set a task on those 3 people. You might not have the time to do it like right at the moment, but follow up the next week and say, hey, listen, you know, I'm just reaching out, um, that, that sort of thing. All right, any questions or comments on anything? Uh, would the Monday, uh, Morning Mojo also be repurposed? Yeah, so what I would do is, yeah, so on the example of um, the nor— so I'm not the guy at the gym that has anything set up recording myself, but what I would have done if I was doing it for the purposes of what I'm telling you guys now, I did my Norwegian 4x4 today. I would have recorded myself at the gym.

Not—

I would have gotten in a corner, say, hey, listen, I'm not the guy that records videos at the gym, but like I legit found something that might help some of you, you know, and there was a study done, 50-year-old dudes, you know, and it took 20 years off their cardiac age and it's a brutal once-a-week workout and here's what it is. And I would probably send that out. I would record it. Depends on how much, when I've done these one-off videos, I do them on my iPhone and I send the iCloud link I literally put it over chat to my editor guy and he just takes it, downloads it, and processes it. So it depends on if you had that level of setup, but you can also do a Facebook Live. And I don't know if you can later, well, I don't know, I mean, you guys have to figure out the logistic on it. If you can record a video on your phone, post it to Facebook, but for sure all of this stuff doubles down on social. And that's why, yeah, that's why you easily get to on social. I mean, the goal is to have like 365, you know, every day you're putting something on social and very little of it is about real estate. It's about the 4 or 5 areas of your life that are important to you or things you're struggling— even better, things you're struggling with. Where I wish I could remember, I've mentioned it like 10 times. I should probably bring her on and interview her. The single mom that got her real estate license and sold like 400 homes in her first 4 years. And she documented every, every part of it. And it's like, all right, I got my real estate license and here's my baby. I'm a single mom. We're gonna, we're gonna do this thing. And nobody posts that. Okay, I'm driving up for my first listing appointment. I had, I parked around the corner because I've got a beater, you know, but let's see how this goes. And then you get back in the beater and like, I don't even know what the stories were, but you can imagine like being being honest about where you are in your journey and documenting that journey. And that's not for everybody. It's like kind of not my style, but there's a style of this that you can bring your actual self to the world with humility and not be the, you know, me monster.

That's my boy, my kids. Anyone live near the Carolinas? We had like a, um, a storm come through and both kids, like this early this morning, both my kids got school canceled. So my son is calling me.

Um, all right, so that is that. And then I probably would— not probably, I would do another weekly, um, Uh, let's call it, uh, Freedom Friday Financial.

Um, something like Financial Freedom Friday or something. I don't know.

Um, but I would go, I would process this through, um, um, and I would basically become economic. And this isn't for everybody. But for me, I would want to be known as the guy in my market that knows about everything going on in the market. So this is pretty easy. Once a week, you're going to pull up— you could think about it over a course of a month. Once a month, your MLS puts out monthly market stats. Most MLSs or MLS boards do it in a pretty nice PDF format. Have that as one tab and maybe one other article about whatever, Charlotte home prices for the month from the Charlotte Business Journal. Don't overthink it. It's only 3 to 5 minutes. You're not going on for 20 minutes on these things. That's once a month. And then once a month, it's probably some like local economic development thing in your market where it's like, you know, they're opening up a new like combo living and shopping center somewhere in your metro or, What, you know, there's a, they're tearing down a bunch of stuff to put up a bunch of new stuff or whatever crap.

Once a month you're gonna report on it.

Once a month, I would link into whatever's trending.

I would definitely have, you know, how the conflict is affecting home prices or rates or whatever.

Everybody is curious about that. And then the other time I would do, Whatever, like there's so many things you can talk about and you're basically just, you're probably blocking out an hour. So on Mondays, I'd block out an hour from 9 to 10 and I would hit send at 10:00 AM.

And Friday, I would do the same thing, block out an hour from 9 to 10.

If you're prospecting and those are in your prospecting times, just move it back, it doesn't really matter. Or you can batch it a week ahead of time. It doesn't matter. But I, but I would probably, I'd prep for 30 or 40 minutes. If it took me a couple takes on the video, that's 10 or 15 minutes because these are short videos. And then to format the email, to write the email, that sort of thing, you can transcribe the text and easily get ChatGPT to send an email that matches the video. So it's not over, but in an hour, in 2 hours, full time blocks from nothing done to complete, you can have each of these done and it will be worthy and you just get better and quicker at it. So those are, these are weekly.

So this would be 52 touches. So you can see I'm pretty much through and these are all on social to the previous point.

I would probably do— how would I fit this in? Monthly.

We talked about it last week.

Monthly.

Tristan was considering it monthly print newsletter to VIPs.

Quarterly, quarterly gift.

Mailed to VIPs.

So this is, you know, 20% of database, something like that. I would probably not do the big events. They're like pretty, they're pretty crazy to manage. They totally work.

They're generally pretty expensive.

We did 2 a year and they were you know, they were like $20,000-$25,000 events.

We had the budget for it, and a big part of our production was from the database.

But I think you can get away with these more nimble, fully underwritten by vendors.

I said lender there, but you could probably go, uh, just say vendor-sponsored, because I do think there are probably some attorneys that would You can get an attorney to do a couple of those a year and get a lender to do 4 of those a year, once a quarter.

What do you got, Jim?

Talking about that, so what is the approach and what type of, are you reaching out to them, to the vendors to ask for support? Is there particular verbiage that we should be using? Just looking for some feedback from that. Like how do you getting these folks to pay for those type of items, CRMs, mailings, things like that?

Yeah, you just gotta ask 'em. So I would have it specifically tied to a giveaway. I wouldn't lump a bunch of stuff in there. I would say, you know, I'm looking for a lender to sponsor 6 giveaways per year. I'm building, I'm cleaning up and building out my database. It's gonna be my main focus of my business. I used to do new home sales, you know, so I've got this massive database. I'm working with a coach that has proven this strategy out for clients that are, you know, doing a lot of business from their database. And I'm looking for a vendor to fully sponsor 6 giveaways per year, probably a budget of, you know, $500 to $750. We could do less if you're budget constrained. You're the first lender I thought of. I've got another couple that I might consider asking if you're not interested, but I want to give you first cut at it. That's it.

And that $500 is per event or annual total? Per.

And then of course, you got to be generating business and ultimately placing business. But lenders make a lot of money. They make— like, there are some— a guy just texted me, a good friend of mine. He's retired now, but he, he was building his— he was getting out of production on the lender side and scaling his business and There were days I wish I was in the lending business versus the real estate business.

They get to sit in an office most of the time just doing their thing, not having to go out, show homes, and pretend they like 30-year-old carpet when they're going through a listing appointment.

All right, there's not a whole lot else that I would do. That's it.

Lars, is that the 30-year-old blue carpet?

Yeah, exactly, the blue, the— or the orange shag or whatever.

And then any questions I would have around any of this, I would just process it through ChatGPT.

I would say, hey, listen, I'm looking to do a weekly Monday morning mojo.

It's motivational, you know, I'm 52 years old, as you know, it already knows, you know, I'm managing teenagers, one going to college.

I work out.

My faith is important to me. You know, we're contemplating empty nesters, and there's like a little friction in the marriage, kind of thinking about just staring at my wife in a few years here. Um, you know, I'd put it all into ChatGPT, and I said, you know, help me come up with the next 8 topics that I could use for Monday Morning Mojo. Or whatever. Same thing with Financial Freedom Friday. If you're not literate with financial stuff, you can say, I want to send out another weekly email on Fridays. My coach recommended a Financial Freedom Friday email, but I am very insecure around finances or economic issues or global, whatever crap he was talking about. What else could I send out that would complement Monday morning mojo. And then just see what ChatGPT says. Is everyone using ChatGPT all the time?

Yeah, it's really good.

And that's like basic.

What do you got, Kim?

Well, I was just— you did say on here, right, you're sending all this with video? Like, you're not just sending a vanilla email? That it's— I mean, even if it's a link or a podcast link or something like that, you're still It's you in the video.

Yeah.

Okay.

That's the way I would do it. Um, but there are plenty of, um, another way to do it and still keep the concept. Sometimes if— does everyone, uh, use Loom or doesn't know about Loom? I think there's even a free version of it. That's the service essentially. Let me open it up so I can, I can show you guys. I think all of my videos would be on Loom.

Let's see here.

Is your finding that they're not reading the just vanilla emails, or we're just getting more engagement with the video?

Let me just get my Loom open here real quick.

I think you'd have to test it. So it's a combination of what you're— well, it doesn't really matter what you're comfortable with. I wouldn't do anything without video.

Okay.

Like, it's really like you got to get out of your comfort zone, but that's why the Loom, uh, like, just put yourself in a a circle in the corner and you're just interacting with the screen. Yeah. And it's not— it's like way easier, you know, it's just like, hey, so, uh, you know, welcome, you know, Financial Freedom Friday. What I like to do at least once a month is give you guys an idea of what's going on in the market. You know, our MLS puts out a pretty little PDF here. I'm just going to go through a few key stats, the things that I look to to measure if it's a buyer's market, a seller's market. I'll give another update on rates here as well. So let's get into it. And then you're just spending a couple minutes on a few tabs and going very quickly. If you guys have any questions whatsoever, hit reply on this email. This is my personal email I'm sending this from, or text me at this number, you know, and I can help you with anything you need help with related to real estate or, you even if you're not considering a move and you're looking to renovate your home in the spring or whatever, I've got a bunch of tradespeople that can help you. So, you're just being of service. And so, that's easier for some people that aren't like super good on video, but then Loom lets you also just toggle between video.

Let me show you here real quick. Record a video, open Loom. I may not be able to do it because it's like giving me a hassle. My Loom isn't opening up, but, but you— but inside Loom you can toggle the camera on and off, so you can do direct camera full screen, and then you can put the little circle button and then put yourself like be on top of your tabs that you have open.

Just get your Google Chrome or whatever browser, have your 3 tabs open, start with direct camera full screen, say, hey, it's Friday, let's see what's going on, you know, in, in, in the economy here locally. Um, and then, you know, just minimize yourself and go into what you have behind the screen and don't overthink it. Don't script it. Please do not script it. I mean, the best YouTubers' videos are scripted. We're not looking to become a YouTuber here.

We're looking to be like completely real with people and just give them some valuable information.

Arturo, what do you got?

Thanks, Lars. Um, just a clarification, you said the 12 touches for the, um, for the giveaways, is that— are we hitting like people text, email, and call about every time we give a giveaway? And the 12 touches, what do you mean by that?

Yeah, I think you can get more than that, but conservatively, I just put down like 2 touches per giveaway. You're definitely doubling down on social media. Like, think of you have 2 Adirondack chairs and a fire pit, and you're sitting in the chairs.

Get your spouse to record you guys, you know, sitting in the chairs.

You know, that's the kind of thing, like, you, you produce one video, uh, per giveaway, and then you would probably— I would call everyone in your database and let them know that you're doing a giveaway, you know.

Is that only for database, right?

Is that what—

is that right?

Yeah, but I would do it on social as well.

Oh, so, okay, okay.

Yeah, for, for sure. Yeah, anything you do in your I mean, you're gonna be doing a daily post on social, pick one platform, do a daily engageable or valuable post. And these are doubling as those. So if you're in a giveaway cycle, a giveaway cycle only lasts a couple weeks.

People don't, you're not doing it for like 2 months leading up to the every other month.

It's like, so every 8 weeks you're doing a giveaway, but weeks 7 and 8 are the, the social increase around the giveaway and having fun with it. One of your, you know, on the tail end of each of your Monday and Friday, let's say you're doing the Monday and Friday for those weeks 7 and 8 leading up to the giveaway, you're probably mentioning it on the end of those videos.

Okay, okay, got it.

Thanks, man. Yeah, that's a good point.

I think people get really nervous when they think, does anyone do video?

Consistently here. Jenae's nodding. Chris is halfway nodding. Anthony did something, raised his hand. He's doing video consist. Jim's doing it.

Yeah, so if you're uncomfortable with video, you just gotta do it. I wouldn't go as far to say, well, I think it's gonna be challenging to not If you're not doing video in your business, I think you're going to be challenged. And, you know, to be relevant, you have to be building some sort of like authority, some sort of personal brand. And I think the only way to do that is for people to see you and get to know you and the good, bad, and ugly about you. Anthony says it's annoying, but I do it.

I don't, I don't do it with emails, texts though, all on IG.

Yeah, I would take, so Anthony's saying that he's like, he's just focused on Instagram, which is fine. I think there's lots of leverage to go to create something. Social is like very quick shelf life. So I would say, if you're gonna create something for the database, just double down on it.

And it's a little longer form than most social stuff would be.

All right, any, we've got like 5 minutes left here. Any other, any questions or comments? This stuff is not rocket science. Like it's really, is it rocket science?

No, brain surgery? Brain science.

It's like picking something and doing it consistently for a very, very long time. Like if I told Tristan, he couldn't prospect. And I said, Tristan, the only way you could sell 50 homes a year, increasing to 100 in 3 years or 2 years is doing open houses. Tristan would be disciplined, the 24-year-old, if anyone missed the call from 2 weeks ago, is 24 years old. If I gave him only open houses and his life depended on in 2027 selling 100 homes, you think Tristan would figure out how to do that if his life depended on it? Yeah. He would hold 4 a week. He wouldn't complain about it. He would figure out a process on social media. He would do the live videos on the property. He would, whatever it would take to make that happen. And there's what, 9 months, so 21 months. He would figure out the database process for all these buyer leads. He would door knock 100 or 200 or 300 or 400 doors in the neighborhood. He'd be generating seller leads from it. And it's the consistency of doing that. You could scale a business with only open houses to over 100 transactions per year, but nobody does anything consistently. Same with this stuff, database. Like if you did the Monday and Friday process and got good enough at it and people actually were gonna consume your content, it may suck at first. You may decide not to share it with the database at first. To Anthony's point, you may just put it on social at first because it disappears quicker, but it's committing to something long-term that has that thing, you know, producing fruit for a very long time. And the deepest and widest moat in the way things are going with AI, I think the AI tools are going to make all of this easier. It's not going to make you irrelevant.

I mean, yeah, you can generate an AI clone, but I don't think that's the— the AI clones aren't going to share the uglier parts of their life. And I think that's sharing every piece of you, I think, is is super important.

All right.

Any comments? Everyone take a—

I actually have a comment. I just got another lead over the weekend from the database thing and it just works. It's crazy.

Yeah. And what do you have in place so far? What touches?

So far it's emails and then Um, what text, like, just like a system to follow up, like a task, task to text, and then emails. And that's just about it. By the end of what, by the end of this month, so by the end of Q1, I'll have, um, emails and then giveaways. And then I'll probably maybe Q2 think about like some different client events and stuff.

But yeah, awesome, awesome, awesome.

Everyone go in the chat and give me one thing you're gonna implement based on today's conversation? One either takeaway or a specific thing you're going to implement.

So Lars, if I can ask you a question in between, uh, people putting their posts there. So the mayor, the digital mayor that you mentioned, where can I find that? And I know that you and I are reconnecting as of like 2-3 weeks ago, so I apologize if You've mentioned where—

No, I don't think anyone knows where anything is. Uh, let me share my screen here real quick. Uh, so go to, um, School, go to Classroom, go to Production OS, go to Brand Authority Builder under the Leverage lead gen. So Brand Authority Builder. And then all of these are worth watching, but here's the digital mayor. Facebook Lives, we had someone take 30 listings in 90 days. Tammy Woodbury sells like 200 homes a year, half of it's off social media. I think everyone could do a version of this one here, even if it's not on Instagram, just documenting your day. This is really valuable, highly recommend this, even if you, I would do this strategy on Facebook. I don't love Instagram, but I would do this on Facebook.

And Dave Hook is just a— this is funny, some of the stuff he shares in this.

But it's just the consistency of doing it.

Oh, I actually have something to say. So, I met Belle Tunstall, the sold 35 homes in a single year. I met her at eXpCon 2 years ago at one of the breakout sessions, walked up to her, And it wasn't even what she said at the breakout session that was— and now she's like famous across eXp, which is kind of crazy for this. It's posting the same client like 8 different times. So like you're going to the listing appointment and then now you're coming soon and then just listed and then through the inspection period and then under contract, just sold. Now here's the story of that person. And then if you have like a bingo, like you just posted 9 different times and my clients are people who are not into like real estate think I just sold 9 houses and I really just sold 1. It was just that one client. And that, that I like, that was mind-blowing to me. And I've been doing it ever since.

I would have everyone go through that training. The first time she did that training, she said she titled it How to Turn One Client into 13 Posts into Another Client, into Your Next Client. So it's like some people think like, oh man, I'm a loser. I'm only working with one buyer. Um, but even some stuff you go look at a house, like she really goes through it. Like you, you go to preview a home and like, it's got the ugly carpet or, you know, it's like, what were they thinking? This toilet's installed like facing a wall or something like all the stupid stuff you see in these homes. Just take pictures of stuff as you're navigating, you know, just the insanity of doing real estate, being married, having kids, having dogs, trying to get a workout in, trying to whatever, spend a little bit of time with God. Like whatever your life looks like, just document it. And unfortunately, fortunately, that's the game that we're in. Like, I don't think you can exclude that part of, you know, building a personal brand and just, you know, not share your life. You don't have to. I mean, it's not a requirement to, but it definitely is gonna help. Who was it? I didn't use BombBomb crazy crazy, but BombBomb They're, they're kind of like a video— they're, they're prolific inside the real estate space, making video integrate with the different platforms and just making it easy. We actually used their CRM for a while with our team, BombBomb Prompt, I think they called it at the time. So I would look into them. It was a little overpriced. Loom does the same thing, I think, even with a free version. But they gave an example of, um, like it was one of the, the most viewed and led to business. It was an older couple that knew nothing about technology. They were a husband-wife real estate team. And it was literally like, all right, where's the, okay, okay, it's recording, it's recording. And they're like, okay, so, you know, Tom and I wanted to, you know, and it's like this horror, it's like, okay, how do we, okay, I guess we just press, like, it was like that kind of video. And it was like BombBomb prompt, like tracked, like who opens it multiple times and like all of that stuff. And it was consumed like, and they generated business, but they just weren't afraid. Like they were probably old enough where they didn't have any Fs left. They didn't give any Fs about anything at that point in their journey where they don't care what people think about them. I guess you just get to a certain age where you're like, I don't care. Like there's nothing you can do to hurt me through my video if you don't think it's cool or whatever. So I think everyone has to get to that point. And for some people, it's hard to get to that point, So I would encourage you, if you're afraid of video or whatever, and then just commit to it and make it happen.