Session 14 - The "30-30 Marketing Matrix": Scott Carson's 20-Year Blueprint for Note Investors

All right. I know that we covered a lot with the due diligence checklist a second ago. I know that we went through some of the different marketing tactics prior to that. And I meant, meant to share with you guys a tool that we've used for 20 years. And I'm not joking. 20 years. Going back to 20. Sorry. 2001, 2002. One of my mentors that I met early on is a guy by the name of Roland Frazier. Brilliant marketing. He does a lot with buying and selling businesses and that was one of the big things. But he did a lot with real estate. He actually partnered with Bob, Leonid, Jimmy, Kayla, who taught me the note business. And for four years I had really this amazing apprenticeship, not only with Bob and Jamie, but with Roland about marketing, how to stand out from the crowd. Obviously that has changed, it's revolutionized. But I've continued to follow Roland, still talk with them from time to time. Just actually a great resource for things. But there was a tool that we developed for Bob and Jamie, students about marketing, things they could do. And it's something that we constantly tweak about. Once a year we go in and tweak what we can do with it. And I just put the link to that document in the comment section. If you're watching this on the replay, you'll be able to get this. We'll put this in the description so you can actually download it and tweak it as well for you and use it for your own thing. But we call this our 3030 marketing matrix. Because you need sometimes a guide. I get it, you're not used to marketing, you've left the corporate world or you've come from a different type of investing that doesn't teach you how to to market yourself. So we put this 30 by 30 marketing matrix together for you so you have an idea of what to be doing Monday through Sunday. Or it works as a guide to give to your VA or your marketing team and what they can be doing Monday through Sunday. And a lot of stuff you can set this up to repeat or auto post things ahead of time so that you can always be marketing Monday through Sunday, Even if your VAs are only working 3 hours a week for you or 4 hour, 4 days a week, not the full 7 days a week. Because I don't want you to work seven days a week. I want you to be smarter and work smarter, not work harder. Right. So we have activities divided up on a daily, weekly and monthly activity that you can be doing. And the idea here is basically you're checking off things. You're making little checks each month. Maybe you adjust the calendar up here so it's a little bit different. So the first isn't Monday, although coming up in December, the first is Monday. So you can technically use the starting forward. Okay. And just checking off. What did you get done today? What did you get done today? What was scheduled that went out today or went out over the weekend? Okay. And we. There's a couple of services you can use like, oh my God. Buffer.com is a great scheduling tool to schedule marketing posts, things like that. So these are the different types of activities that you can do. So like daily Monday through Sunday through Buff Buffer, you could be posting or sharing real estate investing articles or news. Buffer is something actually on your desktop. You can add something. It's a little icon buffer. If you're only using two profiles like LinkedIn and Facebook, it's free. Those are your two main posting spots. Great. It's free to use. Okay. Buffer.com daily. We talked about Octopus CRM. You could be trying to go out to 100 people daily. That's changed a little bit depending on the profile. Maybe it's only 20 a day, but that's something you could be doing daily Monday through Friday to start expanding your network. Okay. Posting short videos, that's something you could do daily. You could take one video and chop it up in a couple different ways into shorts and have that post. I use Octopus CRM. I'm sorry, I always use Opus Clip because Opus Clip allows for me. Let me go over here where I can upload one video to Opus Clip. Make sure you can see it. There we go. So this is open script, so I can upload a video. Let me go home here. So I, I uploaded this video. How to find SDRA Investors was an episode I did a couple weeks ago, right when I uploaded to Opus Clip. Open Clip will automatically for what I pay for them for 30 bucks a month for 300 short videos. That's 10 a day on average as long as I upload a video. So I've got all these like. So this is 1, 2, 3, 4, 5, 6, 12, 18, 24, 36 videos from this one video, right? 36 videos. Okay. It's pretty good. And it creates the title, the text, the description. All I have to do is click on here and you see some of these that already like said nine, nine. I've already scheduled those. Those are pre scheduled to go out. So like I have these, have these had these going out every hour. Yesterday, today, through the rest of the week. I have stuff set up to go out all throughout the holidays as well. Okay? So that's the great thing is for 30 bucks I can upload an hour long video or a 30 minute video and I'll go splice up little videos and it gives me, it gives me a score. Like this 91 score is a pretty high score. I think it'll go viral. So if I click on this, like if I'm going to schedule something here like my, like I. What's this one? So I've got this schedule to go live at 1pm today, right? So this next one, let's say I want to go live at 3 o', clock, it's an 85 score. I can click on it here, it's going to pull up there. It's generating the AI aspect of it is generating a title and the description and hashtags and it's going to post to all my social media on the left hand side here, Facebook, LinkedIn, Twitter, YouTube, even TikTok, all that stuff. All right? And I can hit either publish now or I can say select time. Let's just say I'm going to go live at. Let's go, we're going to go live at 3pm today. And hit schedule and boom, it'll go live in 10 minutes and I can do the next thing. I said, okay, let's go live at tomorrow, let's go live later tonight at 4pm now what my schedule on here posting, because it does, it creates a lot of content, but I don't have that I've already created. Okay? And it's one of the bigger bangs for the bucks that I think everybody could be using. Whether you're using shorter video, longer form video, market your business. Okay? Now I set this up where it shares a short video Monday through Thursday from 9am to 7pm at night. Friday and Saturday does it from 9am to 4pm because nobody's really looking at stuff Friday night or Saturday night for the most part and then Sunday from 9:00am to 7:00 clock at night. So I should say from Sunday through Thursday 9 to 7 and then 9 to 4 on Friday and Saturday. But that's, that's scheduled that stuff I don't have to go do. And that's why I think it's valuable because now you're constantly still in front of people. You know, some of them I'll get 100 views, some I'll get a couple thousand views. It just varies on whatever it is, but it's Helped me boost my channel. It helps me raise capital. People comment on it. I follow people. People follow me from it. It's one of the most effective tools that you can have for sharing content on a regular basis. Okay, so let's go back over here. Go Back to our 30 by 30 matrix. Whoops. All right, so you could, if you get a tape in them notes, you could post a picture of a property. Brian Dillis is doing that. Let me go over to Brian. Brian Dill, sorry, another coaching student of ours. He's starting to get traction. He started with nothing. He had a LinkedIn account with no connections. Okay. He's already brought a couple notes. We're not through his training. Pro. All the way through his training. Oops, sorry, I hit the wrong. I don't want company. One person. There he goes. Brian Deals, business owner, Heritage Financial Holdings. Yep, good stuff. And you'll see. Oh, he has not. He has been slacking. No, he's been posting. I know he's been posting, but you see he's getting. Okay, maybe he hasn't been post maybe slacked off on him. Maybe he's been busy looking at other stuff. But. So he's been posting just a picture of a property. Okay, this is a picture of a note he's working on. They got 154 likes, 23 comments and 10 reposts. Now he used a self image of him and used AI to go through the deals. Up this on a previous note, case study, which is pretty cool. But he's just going and posting pictures of the assets that he's working through an active deal and he's getting engaged. He needs to keep doing that. All right, he has slept off on this, but he does a pretty good job of posting stuff. And like I said, he's grown. If you look at his LinkedIn here, He's gone from, oh, he's over 500 now. So he's doing a good job. He's also using Octopus CRM to connect. So he's gotten that point where he should it start, should open up a little bit more. More people are seeing this stuff and starting to connect with them, which is great. Okay. All right, going back into the checklist here and where is it here area. All right, so that's what I'm saying. LinkedIn connection, post, posting a property image. Those. Some of these things can fall in, in the same thing. Okay. Now weekly I, I say making offers is part of what your job is. Okay. Opus Clip. AI David ask, what was the name of the short video app Opus clip AI. Opus Opus clip AI. Okay, anyways, so then go. So set up your buffer post. That's an activity to be doing to set up the post seven days a week. You do it once a week. It's a checklist on your weekly activities to do. Okay, we talked about this earlier. Email in your warm investor databases. Weekly follow up email two days later to your warm investor database, same thing. You send it out in a Sunday night. Follow up on a Tuesday afternoon or Tuesday morning with those that didn't open it the first time. Okay. Creating you a free LinkedIn newsletter which could be very similar to your email that you send out to your database. Copy and pasting it over. Do a past or present case study video, little short, two minute video on a deal that you're working. Like we shared about Phil Burdur on that stuff, that blue PowerPoint. Okay. Pull your list of US self directed IRA investors in an area you know, skip trace or connect with the SD IRA investors. Find them on social media, send them a postcard, look at the different platforms that are available like the paper stack or reach out to your warm. Let's say, what else do you have in your books this quarter, this month? Okay. I think everybody in here is doing real estate should be guesting on real estate podcasts. It's an interview. You're going in front of an audience. How many people here like to speak? All right, raise your hand. Everybody likes to speak about what they're doing. So if you get to be on somebody else's podcast, you're in front of their audience. If they've got a thousand subscribers, guess what? That's like you just spoke to a thousand people. Stage speaking. One of the best things you can do to grow your business. Trust me. Ask me how I know. Okay. I stopped going and traveling to speak on stages most of the time. And, and usually I'm on a real estate podcast two, three times a week. Okay. Attend your local networking event. That could be an I, that could be your real estate club. Posting on LinkedIn groups. Listen, share real estate podcast video, stuff like that you'll see on there. Like we'll use Nick Gurley from RE Venture for some of the stuff or Darren Blumquist and some of their stuff to reshare when we can't come up with an idea. Posting in Facebook groups. And then like I said, we'll look at LinkedIn keywords posts like note investor and LinkedIn and follow that. All right. Monthly. All right. There's some other things you do here. We talked about as well before you could jump on BP and looking at the comments we talked about before. Your keywords once a month should send out an email to your bulk asset manager list. Follow up email two days later, send a one email to your hot asset manager list. Review your county foreclosure list in one or two of the counties that you really do follow to see what's being posted or going to sale. You know, seeing what's any banks you can contact up there. Like we talked about that yesterday, contacting bank asset managers. 50 a day, pretty easy to do four year, you know, 50, you know, carve out two hours, you know, twice a week and contact on LinkedIn or contact on Dallin for dollars or something like that. Okay. Go to a monthly rea meeting, all right. Attend an industry inventor conference in some sort of fashion. Send out a hundred letters or postcards to IRA investors. Follow up on your previous note bids from a month or two months ago. Get rid clean up your LinkedIn. You're going to have old requests, stuff like that. Go. If people ain't followed you in 30 days, go UN send that invite request and then share your pitch deck video. I think that should actually be weekly. I talked about that earlier. Reposting that on a weekly basis versus once a month. That's one thing that we're, we're tweaking right now. We're going to start posting that, like I said, once a week where it rotates four to five times in an hour and replays and replays and goes live across everything. So it gives people an idea of what we're doing. Okay, but that's a, that's a great tool for you to. We've had people that have taken this printed off 12 months of this, you know what I mean? And they have it sticking next to their desk. So it gives them an idea. What, what do I need to be focused on today? I need to focus on getting done tonight. You know what I mean? What do I need to focus on this week or am I behind the ball? How do I get caught back up? And the way to know that you're doing well is we always ask people like when we do a in live event and I'm going to share something pretty cool for you guys here that's taking place in January. No, I'm sorry, February, not January. February is when people come into our classes or mastermind events here in town. We always ask them, hey, how often have you posted the last 30 days? How many blogs have you written? All right, how many networking events have you going to. And if you don't host, if you don't have something, host something online yourself. Create your own meetup group, okay? And start checking all those checks off. And if you have a 90 or greater, guess what, you got an A. You probably have seen some traction in your marketing starting to work. If you gotta be good, it's better than nothing. You gotta see, okay, kind of the bare minimum. Because if you've got seed, it's 70. That's basically two and a half things per day. That's the bare minimum. But bare minimum will still get you through. Okay? If you have below, if you got a 60 or below, you're doing less than 2. You guys can do more than that. I mean, if you just do octopus 100, that's going to get you halfway there. And sharing an article or posting a picture of a property that's, you know, or commenting on some of these connections, on one of your connections, post and resharing it and something like that, that will drive engagement to you as well. Okay? But this honestly tool, don't, don't slip on this. This is a really great tool that can really help you take your business and market to the next level. As far as I know, I'm the only guy that's teaching something like this as an easy tool for you. It's so simple, a caveman could do it. Okay, Caveman note investor. So simple, a caveman could do this. All right, all right. Let's do this real fast, ladies and gentlemen. All right, we're gonna take another little break here for it.